Brand Management Essays

Filter results by:

 

View Full Essay

Brand Equity Describe the Roles

Words: 3224 Length: 10 Pages Document Type: Essay Paper #: 32491861

Companies that have invested in defending their brand and managing the customer experience outside of their website have seen great returns. Within the travel industry, for example, companies such as InterContinental Hotels Group and Royal Caribbean Cruises have both extended their reach to manage the customer experience on partner sites with a very high degree of success. In each instance, their efforts have resulted in an improvement in the customer experience conducive to attracting, converting, and retaining customers- ultimately improving market share and generating millions of dollars in incremental revenue (Lasswell, 2010).

4. Describe the process of profiling a consumer's brand knowledge

Companies that understand this and are willing to be consistent and committed partners with their customers, naturally develop long-term customer relationships. Those who choose to view their products as only part of a needs-fulfillment transaction will tend to turn their products into commodities (Bergsman, 2000).

Defining and managing relationships with customers are what strong brands are all about. People purchase products from those brands that reflect their views, goals, and emotional temperaments. We want to be with people who reflect our values and our interests. We want to buy brands that do that, too. You may drink Starbucks because you think of yourself as sophisticated in terms of coffee taste and selection; someone else drives a Saab because of his self-image as an independent thinker, and yet another shops at Nordstrom because she believes she deserves a high level of service when buying clothes (Baum, 1995; Lancaster, 1979).

The more a company's actions and communications reflect its underlying brand strengths, the more integrated the brand (Lancaster, 1979). Integrated means that everything is in line: a product's industrial design, the way the phone is…… [Read More]

Sources:
Swerdlow, S., and W. Roehl (1998). Direct and Indirect Effects of Training and Organizational Commitment among Hospitality Employees: Implications for Lodging Franchisors, in Proceedings of the Society of Franchising. Ed. F. LaFontaine. Las Vegas, NV: Institute of Franchise Management.

Wyckoff, D. Daryl, and W. Earl Sasser (2003). The U.S. Lodging Industry. Lexington, MA: D.C. Heath.

Wiersema, M.F. (2007). Strategic Consequences of Executive Succession Within Diversified Firms. Journal of Management Studies 29: 73-94.
View Full Essay

Branding New Service Dominant Logic

Words: 12522 Length: 50 Pages Document Type: Essay Paper #: 77038722

Branding in Service Markets

Amp Aim And Objectives

Themes for AMP

Characteristics Composing Branding Concept

Branding Evolution

S-D Logic and Service Markets

Branding Challenges in Service Markets

Considerations for Effective Service Branding

Categories and Themes

Branding Theory Evolution

S-D Logic and Service Markets

Branding Challenges in Service Markets

Considerations for Effective Service Branding

Branding Concept Characteristics

Characteristics Composing Branding Concept

Sampling of Studies Reviewed

Evolution of Branding Theory

Evolution of Marketing

Service-Brand-Relationship-Value Triangle

Brand Identity, Position & Image

Just as marketing increasingly influences most aspects of the consumer's lives, brands and branding have become significant components in the contemporary progressive marketplace. Organizations like WTO as well as many organizations regularly utilize branding marketing and management practices. In turn, branding has become critical to structuring commercial and economic activities throughout the world. Organizations need to augment the understanding not only of branding in service markets but also service-dominant (S-D). Brands and branding have not only become significant components in the contemporary progressive marketplace, the marketing of them will likely continue to increase its impact on most aspects of the consumer's lives brands. The organization needs to design company brands to not only identify its brand and mirror the company's message but also reflect consumers' concerns and value.

iv

CHAPTER 1: AMP AIM AND OBJECTIVES

Introduction

No "brand" or global economy exists in a vacuum. In countries throughout the world, significant evolving, fiscal components vitally contribute to as well as link to long-term trends occurring in both brands and economies the developing world; particularly sizeable emerging economies (Vargo & Lusch, 2006; Haig, 2011). Although Branding Theory has been primarily developed in the context of consumer products, most economies demonstrate that the majority of companies sell services rather…… [Read More]

Works Cited:
Chandler, J.D., & Vargo, S.L. 2011 Contextualization and value-in-context: How context frames exchange. Marketing Theory, Vol.11(1), pp. 35-49.

Gummesson, E., Lusch, R.F. & Vargo, S.L. 2010 Transitioning from service management to service-dominant logic: Observations and recommendations.
View Full Essay

Brand Equity Has Been Defined

Words: 3908 Length: 9 Pages Document Type: Essay Paper #: 31377658

Then soon other players came such as Pepsi who also tried to penetrate the market. With the introduction of Pepsi into the market, the market share was divided, sales volume for both commodities went low and the prices also lowered. The product life cycle of some of these products may go far beyond the expected limit, and this is attributed to the brand equity they have.

Use of Interactive television and online services in marketing

Marketers have nowadays ventured more into interactive television and online services to improve on advertising their products because through such innovations they can easily reach their targeted groups. For instance, product manufacturers have found ways to advertise their products in video games especially for this product highly consumed by children.

Through online services, marketers have the opportunity to conduct surveys which will enable them to know how their products are competing and are being perceived in the market. Manufacturers are using more of e-commerce to pass most of their goods to customers, through electronic sales in websites such as ebay, amazon and CNET among others. They have reduced part of the expense while they would have incurred if they were to follow the normal sales and supply chain.

Innovations in interactive televisions have assisted marketers to improve their product promotion techniques because, through the various interactive services such as that with TV set, with TV program content, TV related content an TV services, the manufacturers can avail some of their products and their usage instruction at the TV user's reach. Through the various features available on interactivity with a TV-related content, this type of interactive TV helps the viewers to acquire more product information from the TV about advertised products…… [Read More]

Bibliography:
Calantone, R.J., Yeniyurt, S., Townsend, J.D., & Schmidt, J.B. (2010). The Effects of Competition in Short Product Life-Cycle Markets: The Case of Motion Pictures. [Article]. Journal of Product Innovation Management, 27(3), 349-361. doi: 10.1111/j.1540-5885.2010.00721.x https://erms.tourolib.org/url/http://search.ebscohost.com/login.aspx?direct=true&db=bth&an=48717464&site=ehost-live

Boone, L.E., & Kurtz, D.L. (2011). Contemporary Marketing: Cengage Learning.
View Full Essay

Branding and Communication

Words: 3429 Length: 12 Pages Document Type: Essay Paper #: 34723326

Branding and Communication

There has been significant criticism leveled against the branding practices of companies, and most particularly those of multinationals, which have been raised. Drawing on the academic literature this work will identify the primary arguments used in these critiques and will critically examine those arguments and discuss their implications for branding in the age of globalization. This study will further answer the question of how branding has changed under the influence of such criticism and how.

The work entitled "Is Marketing Ethical? Is Marketing Socially Responsible? What is the Philosophy of Marketing? Caveat Emptor!" poses the question as to whether marketing is ethical…socially responsible and additionally asks the question of what is the philosophy of marketing? The function and practice of marketing is stated to have been criticized because it is claimed that it "deliberately creates partial truths about products and services and exploits the fears and weaknesses of fellow human beings." (Marketing Ethics and Criticism, 2012) The marketing of ethics is criticized quite frequently since marketing is the only function of business that "sets out to emphasize the gap between a person's reality and their expectations in such a way that people feel lacking in either self-esteem or possessions so that they feel compelled to close the gap by unnecessary spending." (Marketing Ethics and Criticism, 2012)

Often the criticism leveled at practitioners is of a personal nature since they are characterized as "vapid unscrupulous individuals who believe they hold superior knowledge about human behavior, motivation, persuasion, influence." (Marketing Ethics and Criticism, 2012) The marketing profession is criticized from the academic managerial standpoint "because it exists in a state of topic uncriticality…making claims to be a profession when it only attracts self-opinionated gurus…… [Read More]

References:
Bassett, Jennifer (2012) Martin Lindstrom: On Brandwashing, Brand Ethics and Why Americans Need to Stop Compromising Their Privacy. Brand Channel. 3 Apr 2012. Retrieved from: http://www.brandchannel.com/features_effect.asp

Cocoran, Ian (2012) Brands Get the Blame. Brand Channel. Retrieved from: http://www.brandchannel.com/features_effect.asp?pf_id=43
View Full Essay

Brand Communication Management on Organic Products

Words: 709 Length: 2 Pages Document Type: Essay Paper #: 49770655

Brand Communication Management on Organic Products

In the class text in Chapter 11 entitled "Designing and Implementing Branding Strategies" that the brand-product matrix and the brand hierarchy help a company to characterize and formulate branding strategies. This is done by defining various relationships that consumers have among brands and products. In the matrix, brand-product relationships are graphically represented to set up a brand-product portfolio. From this portfolio, the elements in the breadth of the product mix and the depth of the product mix can be determined. In this way we can implement the proper brand architecture guidelines (Keller 1997, 503-518).

This is really a "back to the basics" reminder of why a brand was born in the first place. Traditionally, brand positioning can also be defined as how customers perceive a brand or product in relation to similar products offered by your competitors in your market. Marketers usually try to create brand position through advertising and promotions in an attempt to influence customers' perceptions of their brands. However, in today's world of busy schedules and nonstop messages, companies need to find different ways to position their brand. By listening to your customers and making changes internally, you can build your brand position organically (ibid).

Customer perception can make or break a product. For example. If your customers perceive a brand as representing poor customer service or quality, a company must make the necessary internal changes to ensure that the customers get the best-in-class customer service. The customers then need to hear about this service. In other words, it is necessary to make the internal changes to meet customers' needs. This will in turn lead to the brand experience and perception that a company wants to…… [Read More]

Sources:
Keller, K. (1997). Designing and Implementing Branding Strategies. In: Keller, K

Strategic Brand Management: Building, Measuring, and Managing Brand
View Full Essay

Brand Communication Management on Organic Products

Words: 870 Length: 3 Pages Document Type: Essay Paper #: 84441194

Brand Communication Management on Organic Products

Organic products are those products which are made from organic raw material and in some countries it also requires organic certification as well. It should be kept in the mind that when ever you are to sell or advertise the organic products then you should try to emphasize on the benefits of the brand category rather than simply promoting your brand. For example if you are selling the car which works on the bio gas fuel than the promotion activities related to the campaign of the car should highlight the benefits of using the bio gas fuel and it should also put some light on the damages which have been caused by the pollution produced through the regular fuel.

There are many companies which are selling different kinds of organic products however only few have designed their promotion campaign in such a way that they can grab the attention of the consumers at the right place and at the right time. There are some categories of brands in which the consumers often do not agree with the promotional activity of the company because of the nature of business in which they are involved. For example many big brand names in the industry of fast food promote their products in such a way that the element of junk food could not get highlighted in the advertisement (Hofmeyr & Rice, 2000, p. iii). Now days consumers are very smart and they understand the marketing gimmicks which are played by such companies. Issue of ethics also comes to work as far as the authenticity of organic brands is concerned. Most of the companies claim that the brands which they are selling should…… [Read More]

View Full Essay

Brand Communication Management on Organic Products

Words: 822 Length: 3 Pages Document Type: Essay Paper #: 19247963

Brand Communication Management on Organic Products

Organic products are a relatively new presence within the market. They strive to serve the need of a healthier life style with benefits for both the population as well as the environment. A major component in the success of the organic products is represented by the strength of the brands.

Brands generate customer trust, demand for the products and ultimately support the company in attaining its overall objectives. And brands are essential to the market triumph of any product, but even more so with organic products, due to the features of particularity revealed by these specific items.

At a more practical level, a marketing plan on the strengthening of a brand for organic products would include the following features:

Customer-based brand equity for organic products

The points of parity and the points of difference for organic products

The selection of the target market

The brand mantra for organic products

The brand elements

The marketing programs.

a) Customer-based brand equity for organic products

The brand is created and promoted in such a manner that it generates customer trust. It would not only promote the features of the organic products, but would promote the benefits they create for customers. The focus on the brand would be on the customer, to communicate them the commitment of the firm, the guarantee of quality and the value of the products and the company (Glynn, 2009).

b) The points of parity and the points of difference for organic products

The points of parity shared by the brand of organic products include the following:

Better health for the consumer

Environmental responsibility and sustainability

High levels of product functionality and quality.

The points of difference would often…… [Read More]

Works Cited:
Dune, P.M.m Lusch, R.F., Carver, J.R., 2010, Retailing, Cengage Learning, ISBN 1439040818

Glynn, M.S., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Publishing Group, ISBN 1848556705
View Full Essay

Brand Value for a Company

Words: 1737 Length: 6 Pages Document Type: Essay Paper #: 37807358

One relevant example in this sense is represented by the organizational investment in the brand value.

In order to ensure a successful management of the brand, it is necessary for the economic agents to engage in a series of steps which maximize their strengths and minimize their chances of failure. All in al, the recurrent trait in the recommendations is that of adapting the branding strategy to the features of the customer base and ensuring that the product promoted has a high quality and ability to serve customer needs; continuous research and adaptation is the key success factor to maintaining a powerful brand.… [Read More]

References:
Glynn, M.L., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Group Publishing

Jones, E., 2011, the dos and don'ts of reputation management, Trackur.com,  http://www.trackur.com/the-dos-and-donts-of-reputation-management  last accessed on April 23, 2012
View Full Essay

Brand Extension the Disadvantages of Employing Brand

Words: 2560 Length: 10 Pages Document Type: Essay Paper #: 76217799

Brand Extension

The disadvantages of employing brand extension strategy

This work compeers and contrasts the merits and demerits of implementing brand extension a s a growth strategy by various firms. This is done by means of practical examples. In the end of the debate, the paper indicates why it is better to adopt the extension strategy as opposed to shunning it due to its numerous demerits. A discussion of the key points is presented and then a final conclusion to hammer out the reason for the need to implement the strategy

Brand extension, which entails the use of a given brand name which is established in a given product class in entering another product class is noted to be hugely beneficial to several organizations (Tauber,1988).Keller (2003) pointed out that the concept of brand extension is clearly defined whenever a given firm employs an established brand name in the introduction of a totally new product. This strategy is employed in order to leverage as well as increase brand equity (Pitta and Katsanis,1995). The strategy is often regarded as beneficial since it reduces the costs of introduction market research as well as advertisement while increasing the possibilities of success as a consequence of the higher rate of preference that is derived from the already existing brand equity (Chen and Liu,2004). Keller (1993) points out that all studies on the successful extension of a brand are based on the assumption that a given brand is a collection of associations. The parent association can therefore successfully influence the reactions of the consumers to the given brand extension as noted by Bhat & Reddy (2001). The antecedents of a successful brand extension are parent brand effect and parent brand. Despite…… [Read More]

Sources:
Aaker, D.A. (2004). Brand Portfolio Strategy. New York: Free Press.

Aaker, D.A.; Keller, K.L. (1990) Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, No. 1, pp. 27-41.
View Full Essay

Branding Strategy Critiquing Research in

Words: 1456 Length: 3 Pages Document Type: Essay Paper #: 74636628



Seventh Brand Attribute: The brand's managers understand what the brand means to consumers.

Again on the initial introduction of the brand, RIM did not understand that the brand was actually a compilation of many factors, with the product being just one small part of that mix. The reliance on using Blackberries for staying in touch constantly also had a very reactive tone to the messaging. While trying to show how people could be responsive they made their brand appear to be addiction to reacting instead. The re-definition of the brand with a strong focus on the personas and identities of top customers however re-cast the brand to show how they understood the most pressing needs of the highest achieving customers it has. The company further tried to communicate in their re-cast branding the value of time and initiating projects, invoking change, and making things happen over merely reacting.

Eighth Brand Attribute: The brand is given proper support, and that support is sustained over the long run.

This is an attribute that is just now becoming evident with the RIM brand, as the previous branding strategies have lacked a synchronized approach to managing all aspects of the marketing and messaging mix. The lack of support for the purely technological and reactive messaging in the first generation of RIMs' branding opened the company up for many criticisms as the brand, in its mystique of speed of response, did not capture the more critical values of work/life balance or the need for taking control of ones' time. Messaging today however is concentrating on these social values and is also supported through a series of other marketing, PR, and Web-based marketing campaigns and programs.

Ninth Brand Attribute: The company…… [Read More]

References:
Columbus, L (2005). Blackberry: The Paradox of CRM. Retrieved December 13, 2007, from CRMBuyer.com Web site:  http://www.crmbuyer.com/story/44304.html 

Keller, K (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3-10.
View Full Essay

Brands Have Finite Lives The

Words: 759 Length: 2 Pages Document Type: Essay Paper #: 51811714



Opponents to the idea that a brand can live forever point out the many popular brands that have died out in the past. True, there have been a lot of brands that have gone the way of the dinosaur. But there are also many brands that are still around, and that have endured. They are the same companies and the same brands, but in most cases they are not the same products. They have stretched their brands and extended them, and that has allowed them to remain competitive within a changing marketplace. Brand stretching and brand extension are both very significant tools for almost any company when it comes to keeping a brand not just alive but thriving (Clifton & Maughan, 2000).

Brands that are allowed to grow and change according to what customers want and need will stick around, provided the products are good quality, reasonably-priced, and well-marketed. Brands that refuse to change because 'that's how we've always done it,' will generally fade away completely. Some of them manage to hang on, but they lose a great deal of their market share to newer companies that are giving customers what they want in today's market. Then these older companies lament the fact that customers do not seem interested in them anymore and they wonder what they can do. They could have avoided all of that.

In short, it is not the brand that decides whether its life will be finite or infinite. It is the way that the brand is presented and treated by the company that has created it. A company that wants to stay on the cutting edge and continue to have high market share will adapt its brand to meet the…… [Read More]

Resources:
Becker, G. And K. Murphy. (1993) A Simple Theory of Advertising as a Good or Bad. Quarterly Journal of Economics, 15, 498-517.

Clifton, R. And E. Maughan. (eds) (2000) Twenty-Five Visions: The Future of Brands. London: Macmillan Business.
View Full Essay

Brand Extensions Good or Bad

Words: 679 Length: 2 Pages Document Type: Essay Paper #: 19169551

The main benefits of extension using the already established successful brand of the parent are: reduced costs, the fact that it may prevent competitors from filling a niche, reduced shelf space available to competitors, and the filling of a gap in the product line that customers want to see filled. However, there are risks such as weakening the parent brand or cannibalisation of the market share of the original product. Extensions may damage consumer faith of the parent; the managerial time and budget will be split and the lack of focus could undermine the brand message; retailers have only limited space, and additional lines demand more space. Retailers may just allocate the extension some space from the brand's existing allowance, maintaining the same total allocation but now split between more products.

Brand stretching is more risky since it involves diversification into an unrelated area of business. Stretching is a leap away from the initial technology (Kapferer 1997). Firms need to be aware of previous failed attempts to try to use the reputation of an existing brand in a new market. Most companies should really avoid brand stretching. However, brand extension -- when studied carefully and done right -- are a very important way to grow a brand. They can cause brand harm if they are not addressed correctly, though, so that means that there has to be a lot of up-front research done before any company moves into extending its brand. Some extensions will work much better than others, as well, so how to extend and in what directions are vital things to know before any company decides to move forward with extending their brand.… [Read More]

Works Cited:
Becker, G. And K. Murphy. (1993) A Simple Theory of Advertising as a Good or Bad. Quarterly Journal of Economics, 15, 498-517.

Clifton, R. And E. Maughan. (eds) (2000) Twenty-Five Visions: The Future of Brands. London: Macmillan Business.
View Full Essay

Brand Strategy Is a Challenging Task for

Words: 1402 Length: 4 Pages Document Type: Essay Paper #: 36831777

brand strategy is a challenging task for many companies but it is a vital step in giving the company an identity of its own. It is this identity that is repeatedly communicated thought the business life. Developing a brand management strategy involves applying marketing techniques to a brand, or a product with the intention of giving it a unique image and to set it apart from the competitors. We will focus on the competitive analysis or model analysis that will briefly introduce our project, the competition or model, as well as describing the strengths and weaknesses of the competition or model.

The group is intending to come up with the shuttle bus service which is to serve the York collage, its student as well as staff. This shuttle bus service will transport valid students and staff from York College to predetermined stops in the area. By doing so, the shuttle service will down size on the foot traffic as well as congestion, comprised of students trying to get to where they need to go, around the campus as well as be an added benefit to those students who have to travel great distances to attend York College. This overwhelming majority of students make up a considerable portion of our target audience who we feel will reap the rewards of this service in the long run.

Our target users include but aren't limited to all students and faculty who attend evening classes at York College. An astounding percentage of students at York do not live close by and must travel immense lengths to attend or teach classes here. A large majority of these people also have outside responsibilities that prevent them from taking or instructing earlier…… [Read More]

Sources:
Porter, Michael (1998). Competitive Strategy (revised ed.). The Free Press. ISBN 0-684-841487. Retrieved September 26, 2013 from http://www.*****/subcategory/porters-generic-strategies/21

Ries, Al; Jack Trout (2000). Positioning: The Battle for Your Mind (20th anniversary ed.). McGraw-Hill. ISBN 0-07-135916-8. Retrieved on 25-09-2013 http://www.gettextbooks.com/author/Al_Ries_and_Jack_Trout

Subramanian, B. And Ghose, S. (2003), "Reciprocal spillover effects: a strategic benefit of brand extensions," Journal of Marketing . Retrieved on 25-09-2013. http://faculty.mu.edu.sa/public/uploads/1357369310.12728987758.pdf
View Full Essay

Understanding Branding Techniques

Words: 2447 Length: 8 Pages Document Type: Essay Paper #: 2775403

Branding, And Branding Management

Brands and branding are not new concepts in business. During the Stone Age, hunters used particular brands for their swords in hunting. Since then, the concept of brands and branding has developed in terms of knowledge, procedures and theories. Some theories used concerning branding, originated primarily because of the development of commercials in media. Companies have realized the importance of branding, which has added to the interest of theories behind the concept of brands and branding. This in turn has led to substantial literatures on the subject of brands and branding. Branding has undergone evolution, but the concepts of branding continue being central in every stage of evolution. In addition, branding management has also undergone substantial change since the 1950s (Marquadrt, Makens, & Larzelere, 1995).

Background: Evolution of Branding

Past

Prior to the 1970s, branding was not a matter of attention. Even countries that understood the potential advantages of a strong brand disregarded branding. Interestingly, the firms did not charge more for branded products, when compared to non-branded products, which made it less attractive to emphasize branding. This found its way to legislation, and there were firm consumer movements that discouraged branding. From a consumer perspective, the historical consumers did not care about branding. This also reflected the poor management in the companies, in terms of branding because the companies did not care (Marquadrt, Makens, & Larzelere, 1995).

The management did not focus on branding concepts, perhaps because they failed to see the anticipated benefits. Prior studies show that consumers favored products from renowned brands, but a large proportion considered price as a crucial aspect when buying a product. Over time, the concept of branding emerged; brand loyalty. This raised debates,…… [Read More]

References:
Brodie, R.J., Glynn, M.S., Van Durme, J. (2002). Towards a Theory of Marketplace Equity:

Integrating Branding and Relationship Thinking with Financial Thinking. Marketing Theory, 2(1), 5-28
View Full Essay

Managing Diversity and Equal Opportunity With the

Words: 3011 Length: 11 Pages Document Type: Essay Paper #: 70343561

Managing Diversity and Equal Opportunity

With the turn of the 21st century, a dramatic increase is being witnessed in the international flow of labor with repercussion for domestic labor supply and management. The native, racial and emigre mixture of the employees is predominantly important for the workplace. The importance of this domestic cultural multiplicity in the labor force, highlighted by worldwide influences and necessities, has lately encouraged the researchers to focus on the companies' and managers' response to diversity, be it of any form (Watson, Spoonley, & Fitzgerald, 2009).

If the workforce of the present times is compared with the one that was found 20 years ago, it will be easy to observe that there are "more white women, people of color, disabled persons, new and recent immigrants, gays and lesbians, and intergenerational mixes (i.e., baby boomers, Generation Xers, and Generation Nexters)" (Riccucci, 2002) today. This situation has given birth to quite a number of challenges for the management at the workplace. The approach with which employers hold this opportunity of diversity is the determining factor that will unmistakably make a distinction between successful and well-organized organizations from those that are uncreative and not capable to meet the requirements and necessities of the people in the 21st century (Riccucci, 2002).

In the present day, municipal and private sector companies are on the edge for creating creative workforces that can actually represent the global population instead of symbolizing the national populace (Riccucci, 2002). This paper discusses the current status of diversity management and equal opportunities and the ways to manage a diverse workforce.

Diversity Management

A diverse workforce can be defined as "a workforce made ... distinct by the presence of many religions, cultures or skin…… [Read More]

Bibliography:
Hemphills, H., & Hayne, R. (1997). Discrimination, Harassment, and the Failure of Diversity Training: What to Do Now. Westport, CT: Quorum Book. Retrieved December 15, 2012, from http://www.questia.com/read/23366693/discrimination-harassment-and-the-failure-of-diversity

King, A.S. (1995, December). Capacity for Empathy: Confronting Discrimination in Managing Multicultural WorkForce Diversity. Business Communication Quarterly, 58(4), 46+. Retrieved December 14, 2012, from http://www.questia.com/read/1G1-18023663/capacity-for-empathy-confronting-discrimination-in
View Full Essay

Management Strategies the History of Apple Corporation

Words: 1607 Length: 5 Pages Document Type: Essay Paper #: 30336085

Management Strategies

The History of Apple Corporation

Strategy Development and Implementation

The History of Apple Corporation

The corporation has an exciting history, as it has transformed to the biggest and most successful technology firms in the world, under the best managers of time. Both the employees of the firm, the management and the product consumers have been linked to the firm's success. The firm was started with the two Steves, who from their early lives had shown considerable interest in electronics. Steve Jobs and Steve Woznlak were former employees at Atari and HP respectively. However, in April 1976, the two conceptualized the Apple computer, which was among the first personal computers at that time. The company has focused on products that are innovative and new in the market ever since it was started. It is Job that started developed the legendary Macintosh, which is known to many as 'Mac'. There have been tremendous changes and product developments in the firm and currently the firm has products that meet the consumer demands, in terms of design and innovation (Schermerhorn, 2011).

SWOT and IE Matrices for Apple

The SWOT Matrix

When a business is undergoing transformation and development, the SWOT matrix is a powerful tool that can be used to decide on the best strategies any organization, so that the strategies focus on the advantages of the organization, which include the strengths and opportunities of the organization. The advantage the organization holds can be used to counter the external threats and overcome the weaknesses of the firm. The SWOT matrix for Apple Corporation is illustrated in figure 1.1.

The IE Matrix

This is the Internal External matrix, which is the other management tool that is used to…… [Read More]

References:
Lamb, C.W., Hair, J.F. & McDaniel, C. (2011). Essentials of Marketing. New York: Cengage Learning.

Quelch, J.A. & Deshpande, R. (2004). The Global Market: Developing a Strategy to Manage Across Borders. New York: John Wiley and Sons.