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(1) Describe methods you would use to analyze one of these three different markets: consumer, industrial or international markets. What challenges would you face to ensure accurate data gathering in the market and what recommendations would you make to overcome those challenges?
The consumer market is showing rapid change as it moves increasingly to social media, digital multi-channel platforms, and inbound marketing. In response to this change, a key issue in market research and marketing research is the adequacy and accuracy of user-generated content. User-generated content includes the feedback and input from consumers in forums, blogs, and social media platforms like Facebook and Twitter.
Mobile marketing and mobile advertising are variables that have great potential to substantively impact data quality. Mobile marketing and mobile advertising are characterized by the attributes of immediacy and focus (Richmond, Mobile Marketing Secrets Revealed, p. 14). Each of these variables is both a…
A third major feature of the online Tire Rack business is that consumers can elect to have their tire purchases shipped to an installer. This service eliminates the inconvenience of having tires delivered to the consumer's home, having to load the tires into the consumers' own vehicle, and drive them to an installation shop. A consumer can shop around for an installer prior to making a tire purchase from Tire Rack, and then indicate during the online tire purchase process the desired installation shop. The tires can be shipped through several different options and shipping progress can be tracked online. Tire Rack also offers a Tire & Wheel Package alternative for do-it-yourself types who can receive tires that are already mounted and balanced, and include installation instructions and hardware.
Tire Rack. Com Retrieved http://www.tirerack.com/index_w.jsp
Analysis of the Walt Disney Corporation
Environmental nfluences in Demand
The Walt Disney Corporation started out as a small animation studio in 1923. Originally named Disney Brothers Cartoon Studio, after the founders Roy and Walt Disney, the firm grew and diversified, moving first into live actions films and diversifying with different leisure and entertainment interests either developed internally or acquired (Disney, 2013). A great deal of the firms success sis based in the way in which the firm has been able to market itself and satisfy customer needs. The firm adopted the current name in 1986, reflecting the vast nature of their interests, and the way in which they were continuing to grow. To appreciate the strength and adaptability of this firm the way in which the firm competes and is able to respond to differing environmental pressures may be examined.
Within the leisure and entertainment industry there are a number of influences. Increased use of technology is transforming industry, breaking down geographical barriers and increasing the empowerment level of consumers, especially through media the use of the Internet. It is also increase the ability for companies to interact directly with consumers, even selling content directly, or marketing as well as use of social networking media to support brands (Chaffy, 2011). Consumers are expecting more, and helping to pay less, a trend that has been emphasized with the recent economic downturn.
A trend seen in many areas has been that of mergers
Punta Cana esort and Club in Dominican epublic
Importance of Tourism in the Area
On the mention of tourism and tourist destinations, one is always tempted to consider the Caribbean region. On of the most lucrative and attractive places in this region is the Dominican epublic. This is a country that relies on tourism to help propel its economy since it is the largest foreign money earner and many other internal industries rely on it to continue in their operations. The proximity of the Dominican epublic to the North American market makes it sustainable for many industries within the country apart from just the tourism sector. The thriving tourism sector is so significant to the nation that there is an estimated 800 miles of coast line dedicated to the tourism industry. Apart from the large dedicated shore line, the warm climate and the white sand beaches keeps attracting…
Baruch Barera et.al., (2007). Tourism in the Dominican Republic. Retrieved February 25, 2012
Embassy of the Dominican Republic in the U.S.A., (2012). Tourism Information: Dominican
Republic. Retrieved February 25, 2012 from http://www.domrep.org/tourinfo.html
How NikeID Strengthens and Accentuates the Global Nike rand
Nike is considered the leading provider of athletic wear, shoes and equipment globally, and is perennially also listed as one of the top fifty most valuable brands in the world. Its supply chain spans over 52 nations and over 80% of its products are produced in Asian nations where product uniformity and lack of variation is essential to achieve production efficiency (Nike Investor Relations, 2013). As of today Nike operates production centers in 42 nations, has 774 direct and contract factories in production, and over 1 million workers who are both direct employees and those of contractors (Nike Investor Relations, 2013). Nike has had to build a production network to this scale to support the many product liens they sell today. The company's marketing has concentrated on aligning their iconic brand with providing customers with the athletic apparel they…
Deng, X. (2009). Consumer response to visual aspects of packaging and product design. (Order No. 3363279, University of Pennsylvania). ProQuest Dissertations and Theses, 102-n/a.
Kumar, A. (2007). From mass customization to mass personalization: A strategic transformation. International Journal of Flexible Manufacturing Systems, 19(4), 533-547.
Kumar, A. (2004). Mass customization: Metrics and modularity. International Journal of Flexible Manufacturing Systems, 16(4), 287-311.
Nike Investor Relations (2013). Investor Relations. Retrieved November 24, 2013 from Nike Investor Relations and Filings with the SEC Web site: http://investors.nikeinc.com/Investors/OVERVIEW/default.aspx
It is important to note, however, that the solution provided by Xerox actually fits on a very specific niche, operating most efficiently only for run lengths of 1,000 and below. This would mean increased competition on the over 1,000 segment, with less competitiveness for Xerox.
The second option is much riskier and it involves entering the book production business. On the other hand, its potential is practically unlimited. The market for on-demand, short-run books is a market that exceeds the lifecycle of a normal book, providing numerous opportunities. Additionally, the book market itself is enormous: 50,000 new titles and 1.5 million repeat titles a year is a figure worth to be taken into consideration.
The main disadvantage in such an option is the fact that the competitors have already gained (1) a significant operating experience and (2) a strong position on the market. The first 12 publishers account for 85%…
Citibank ranked number one in the United States and on the eleventh spot in the world on the largest banking companies list, with an estimated asset value of $228 billion. Initially started as a commercial bank, Citibank adapted its offer to the market's demand and had begun to offer, during the 90s, a series of products to individual consumers, most notably credit cards, where it already counted 27 million customers by 1987.
Citibank had extended its business into the Asia-Pacific area for several reasons, most notably the increasing potential of these markets and the growing economies of the rising South East Asian economies, that would provide a stable middle an upper income class, the perfect target market for Citibank's services and products. The markets Citibank targeted included Taiwan, Thailand, Malaysia and Korea, but also Australia and some of the countries in the Persian Gulf area.
Third, Toyota's model proliferation had created confusion most likely internally as well as within the dealer channel. The differentiation of one model from the next was increasingly difficult to define. Toyota had continued to gain market share due to its exceptional new product introduction and product launch processes. Yet auto maker found itself six months into 2009 struggling to keep sales from dropping further, and seeing Hyundai, Honda (HMC), and Ford all generate new auto designs and launch them faster. All of these symptoms taken together pointed to a more fundamental issue for Toyota, and that was they were losing touch with the unmet needs of customers and the pace of customer's preferences changes over time.
Summary and ecommendations
Mr. Inaba faces a daunting yet achievable challenge of redefining the processes, systems and mindsets that Toyota will need rely on to stay better aligned with customer needs and preferences while…
David Kiley. "Toyota Fights to Regain U.S. Traction" Business Week (Online) 27 Jul 2009
Vasilash, G.. "THE ULTIMATE DESIGN MACHINE: BMW DESIGNWORKS. " Automotive Design & Production 1 Jan. 2008:
Marketing Analysis for McDonald's Corporation
History and Scope of Business
No one will argue that the golden arches is as much of an American icon as apple pie and baseball. The McDonalds sign is one of the most recognized logos in American and now it is quickly becoming one of the most recognized in the world. McDonald's got its beginning in the late 1940s when Dick and Mac McDonalds were searching for a way to improve their little drive-in restaurant in San Bernardino, California, U.S.A. They invented an entirely new concept based upon speed service, low prices, and big volumes. Its success spread quickly, in 1952 they had more than 300 franchising inquiries a month from all over the country. McDonald's is now the largest and best-known food service retailer and one of the two best-known and powerful brands in the market. It now operates more than 24,500 restaurants in…
Commins, Patricia McDonald's U.S. Marketing Plan in Question. Reuters; 4th June 4, 1997
E*trade.com. Financials. 2002. http://clearstation.etrade.com/cgi-bin/fundamentals?Event=comparisons&Symbol=MCD&Refer= Accessed May 2002
Love, John F. McDonald's Behind the Arches. Bantam Publishers. 1995.
Malburg, Chris, Value Creation -- Vertical Integration. IndustryWeek.com. Publication Date
Providing this prerequisite is met, the population from which the sample is chosen will be truly representative of the eventual customer base targeted for purchasing the new power press.
Could a stratified sample be used? If so, how?
Yes, a stratified random sampling technique could also be used as the specific companies that comprise the population could be stratified or layered by their specific criteria. The most common one used is revenues, yet spending on capital equipment, or the number of production plants could also be used to stratify the sample. Of these, financial measures are the most basis of stratification in research populations.
A d) Could a cluster sample be used? If so, how?
Yes, clustering based on the specific types of production processes shared across each manufacturing segment could be used, as could the use of specific types of steel. This second attribute specifically could be used for…
156). Not surprisingly, wine is far and away the most popular alcoholic beverage in Italy: "Italy is a country where people do not drink pure alcohol. ather, Italians consume wine and, to a minor extent, other alcoholic beverages. Among alcoholic beverages, wine pervades most private and public spheres of life. It constitutes a basic ingredient of the Italian material culture as much as grapevines are an omnipresent component of the landscape" (Heath, 1995 p. 156).
This does not mean that everyone in Italy drinks wine, or any kind of alcohol, though. For instance, an analysis of alcohol consumptions trends across 15 European countries showed that abstinence rates, like consumption rates, tend to vary from country to country. According to Bloomfield and her colleagues (2003), "Among women, the rate of abstention was highest in Portugal and lowest in Denmark. Among men, the abstention rate was highest in Italy and lowest in…
Bloomfield, Kim, Tim Stockwell, Gerhard Gmel and Nina Rehn. 2003. "International Comparisons of Alcohol Consumption." Alcohol Research & Health, 27(1), 95.
Chapter 23 Other indirect taxes." 2007. Price-Waterhouse. [Online]. Available: http://e-fpo.fpo.go.th/e-fiscal/PWGuides/individualguides/DOCS/wcd0000f/wcd00f76.htm.
Eckert, Fred. 1998, June 28. Ireland Keeps Eyes Smiling. The Washington Times, 1.
Excise Tax: Czech Republic. 2007. Price-Waterhouse. [Online]. Available: http://www.pwc.com/cz/eng/ins-sol/spec-int/taxguide/other/other_excise.html .
he sales strategy is to have the best produce at the best prices. We know that English people like value for money, and that is what we intend to give them. It is important that the shop entice people with better quality product, great prices and great service, because this is really what customers expect. he promotional plan will emphasize all three of these different things, because they are all important. he promotion will focus mostly on local newspapers and community marketing, because these are the ways to reach the Luton audience without spending on a London budget. If we spend a few hundred pounds on promotion, this will allow us to have a good exposure to the market, and then from there word of mouth will drive a lot of business growth, because people like fruits and vegetables so much.
he pricing is going to be to give people…
The sales strategy is to have the best produce at the best prices. We know that English people like value for money, and that is what we intend to give them. It is important that the shop entice people with better quality product, great prices and great service, because this is really what customers expect. The promotional plan will emphasize all three of these different things, because they are all important. The promotion will focus mostly on local newspapers and community marketing, because these are the ways to reach the Luton audience without spending on a London budget. If we spend a few hundred pounds on promotion, this will allow us to have a good exposure to the market, and then from there word of mouth will drive a lot of business growth, because people like fruits and vegetables so much.
The pricing is going to be to give people value for money. We think that if we offer lower prices than the big competitors that we can draw business away from them, and make our own business successful. But for us, the real point of competitive advantage is still going to be the service, because we are not a big national chain where people are always sour and do not want to be there. We will make sure that our promotional material will focus on the service element, and on the high quality of our fruits and vegetables.
Lastly, the web strategy is important because everybody needs a web strategy in 2013. We will have a website that will provide information to customers, will market our fruits and vegetables, state the location and will also highlight useful things like special deals, new product arrivals and probably also social media as well, maybe recipes and pictures.
Marketing Analysis Strategies and Techniques
Keeping products and services relevant to the rapidly changing needs of prospects and customers is a daunting task. The need for keeping products accurately positioned as customers' needs change, continually evaluating and fine-tuning competitive position, monitoring and evaluating customer perceptions are all critical for creating a cohesive strategic marketing plan (Silverblatt, Korgaonkar, 1987). Distribution channels also must be continually evaluated and analyzed as to their effectiveness in serving customers and delivering profitable operations to a company as well. The intent of this analysis is to identify the different types of analysis used by marketers to determine product positioning, competitive position, customer perceptions, and distribution channel analysis.
The essence of effective product positioning strategies take into account the value delivered by a company with its products and services, how they differ from direct competitors and substitutes, while taking into account the motivations and unmet…
Becerra, E.P. & Korgaonkar, P.K. 2011, "Effects of trust beliefs on consumers online intentions," European Journal of Marketing, vol. 45, no. 6, pp. 936-962.
Boote, A.S. (1981). Market segmentation by personal values and salient product attributes. Journal of Advertising Research, 21(1), 29-29.
Dimitriadis, S., Kouremenos, A., & Kyrezis, N. (2011). Trust-based segmentation. The International Journal of Bank Marketing, 29(1), 5-31.
Frambach, R.T. (1997). Competitive positioning: The key to market success. International Journal of Research in Marketing, 14(1), 92-95.
NIKE Marketing Analysis
Business environment consists of numerous factors and forces that impact the business organizations' ability to operate competitively and profitably in their industry. These forces exist at both micro and macro levels and require the business organizations to show quick response to the uncertainties and complexities which may arise in the business environment from time to time (Cadle, Paul, & Yeates 2010). These forces impact each and every aspect of the business operations like marketing decisions, segmentation, targeting, and positioning strategies, consumers' buying behavior, marketing or promotional activities, and others (Lamb, Hair, & McDaniel 2012). This paper presents a report on the marketing analysis of Nike, Inc. -- a well-recognized brand in the clothing, sportswear, and footwear manufacturing industry of the world. The major sections include; impacts of micro and macro environments on Nike's marketing decisions, the segmentation criteria which it uses in different markets, the…
Cadle, J., Paul, D., & Yeates, D. 2010, Business Analysis, 2nd Edition. Swindon: British Informatics Society
Kurtz, D.L., MacKenzie, H.F., & Snow, K. 2010, Contemporary Marketing, 2nd Edition. Toronto: Nelson Education
Lamb, C., Hair, J., & McDaniel, C. 2012, Essentials of Marketing, 7th Edition. Ohio: South-Western Cengage Learning
Nike, Inc. 2012, About Nike, Inc. Available from [Accessed September 30th, 2012]
group a marketing analysis a case study "cabo san viejo." I upload file. My section "marketing sales." A small section. Break 3 pages. Include graphs citations good. The question answer paper "cab implement a loyalty program" group
Marketing and sales: Cabo San Viejo
According to Michael Porter's Five Forces analysis, every company must position itself within a certain segment of the market, either taking a global strategy, or focusing on a particular demographic (Porter's five forces, 2010, Quick MBA. For Cabo San Viejo, the focus of the company's marketing and sales is clearly upon the high-end of the vacation traveler market. ather than focusing on a narrow market segment, the company seeks to attract a wide range of high-end consumers, given the varied offerings of the resort. Marketing and advertising is currently a very small part of the company's budget, and the emphasis of the advertising has always been on…
Porter's five forces. (2010). Quick MBA. Retrieved February 15, 2011
Kudler Fine Foods
Kudler Fine Foods has made significant progress within a few short years. The small business was able to open two new locations to expand their gourmet food retail outlets. ith the expansion of a catering division in the horizon as well, it has come time for Kudler Fine Foods to reevaluate their marketing strategies. The company will use the 4P method as the basis for their marketing foundation -- product, place, price, and promotion. Using a well thought out marketing strategy is a key component to support the company's desired expansions. Kudler must conduct research to ensure that they are differentiated enough to find their own niche while also positioning themselves at the right place in the market. This analysis will cover some of the items that should be included in Kudler's strategic marketing plan. Recommendations will be made as to how Kudler's can craft…
Edwards, H. (2011). The Sensitive Art of Pricing. Marketing, 19.
Mohammed, R. (2010). Building a New Pricing Strategy. Minority Business Entrepreneur, 34, 36, 38.
Tehrani, N. (2009). On Differentiation and Positioning. Customer [email protected] Solutions, 1.
Organic Milk Green Marketing Observation and Portfolio Analysis
Consumers' interests in purchasing organic products should be carefully treated by producers, by retailers, and by marketers that develop strategies intended to increase consumption in these areas. Organic milk is an important market segment characterized by a sensitive product that requires producers to meet high standards regarding their production process. Green marketing strategies are intended to emphasize environment friendly practices, and not to deceive customers and mislead them into thinking such products address high eco-friendly standards when in fact they do not. This analysis focuses on organic milk and on whether or not it is efficiently green marketed by retailers.
The analysis of market trends reveals customers' increased interest in purchasing and using organic products. The advantages of organics rely on their apparent influence on individuals' health, although a study developed by British scientists did not find significant improvement produced by…
1. Johnson, F. (2012). Green Marketing Concepts: How to Cash In with Ecological Niche Marketing. Retrieved May 9, 2014 from http://books.google.ro/books?id=8yJLxn2bLZkC&printsec=frontcover&dq=green+marketing&hl=ro&sa=X&ei=CD5tU-eZDqWkyAP8soDoAw&ved=0CCoQ6AEwAw#v=onepage&q=green%20marketing&f=false.
2. Ottman, J. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Retrieved May 9, 2014 from http://books.google.ro/books?id=uIDO3Gr-4usC&printsec=frontcover&dq=green+marketing&hl=ro&sa=X&ei=Fz9tU_enPIenyAPtuIDgBA&ved=0CB8Q6AEwAA#v=onepage&q=green%20marketing&f=false .
3. Green Mission (2014). Whole Foods Markets. Retrieved May 9, 2014 from http://www.wholefoodsmarket.com/mission-values/environmental-stewardship/green-mission .
4. Whole Foods Market's Green Mission Report (2012). Whole Foods. Retrieved May 9, 2014 from http://www.wholefoodsmarket.com/sites/default/files/media/Global/Core%20Value/2012GreenMissionReport_0.pdf .
For example, as Sheridan (2003) emphasizes, "When Short Message Service (SMS) was first introduced on mobile phones, it was seen merely as an extra feature that might be used by people on an irregular basis. But in fact, text-messaging turned out to be one of the device's most desirable assets, and is regarded by many as one of the most significant cultural developments of the past decade" (p. xxviii).
Given its enormous popularity, this feature of the company's product line could be refined, for example, to provide instant language translation services into the predominant languages used throughout the European Union. Language translation features, especially Spanish to English, would also be desirable for the company's strategic partner in Mexico, Grupo Iusacell, the country second largest wireless carrier (Business and your money, 2001). Likewise, the existing charges for SMS services could be reduced (or even eliminated), thereby keeping existing customers satisfied while…
Business & Your Money: Market on Edge as City Looks to U.S.; Stocks and Shares." The News Letter (Belfast, Northern Ireland), 10.
Chan, Wai-Chan, T.C. Chu, Allan R. Gold and Glenn Leibowitz. 2001. "Thinking out of the boXX." The McKinsey Quarterly, 43.
Culpan, Refik. 2002. Global Business Alliances: Theory and Practice. Westport, CT: Quorum Books.
Gillingham, John. 2003. "European Integration, 1950-2003: Superstate or New Market Economy?" Cambridge, England: Cambridge University Press.
iPad & Macbook Air Marketing Analysis
In an economy that is still considered dismal by many, the marketing strategies of successful companies are viewed as guideposts by competitors who wish to both break into the market and maintain a significant presence. In viewing the branding tactics used by Apple for products such as the iPAD and MacBook Air, one can see the tactics used to not only brand these products in a manner that achieved significant attention from the market itself, but retain the interest of consumers. In viewing the research at hand, it also becomes clear that in order to cultivate such success, many issues must be accounted for such as regard for the environment, company ethics, price caps, etc.
IPAD v. MacBook Air: Marketing Analysis
In viewing the economic market, certain tactics are utilized by companies to remain a viable presence within their respective fields in terms…
Bourke, C. And Saminather, N. (2011 March 25). Apple begins global sales of new iPAD
2 tablet as competition intensifies. Bloomberg. Web. Retrieved from: http://www.bloomberg.com/news/2011-03-25/apple-begins-global-sales-of-new-iPad-2-tablet-as-competition-increases.html , on 13 September 2011.
Bulk, B. (2008). Apple. Advertising Age, 79(39) pp: 29. Web: Retrieved from: ProQuest
NFLShop.com is designed for the impulse buy of the loyal fan, and strives to capitalize on team loyalty over its own website's loyalty. This is where the site could improve. It is too focused on team loyalty at the expense of its own website loyalty. This is evident in the very small font and graphics navigation for signing up for the site and for requesting a catalog. As a result, the site must do the majority of its sales purely on impulse purchases.
Despite this shortcoming, the site delivers on the critical success factor of delivering trustworthy content and information assurance (Kim, Sivasailam, ao, 344). This aspect of the site is what makes it succeed; it makes the site trusted with loyal NFL fans. This catalyst of trust compensates for weaknesses in navigation and the lack of loyalty it is generating for the site itself.
The critical success factors…
Chang, H., and S. Chen. "Consumer perception of interface quality, security, and loyalty in electronic commerce. " Information & Management 46.7 (2009): 411.
Dan J. Kim, Natarajan Sivasailam, and H. Raghav Rao. "Information Assurance in B2C Websites for Information Goods/Services." Electronic Markets 14.4 (2004): 344.
J. Michael Pearson, Ann Pearson, and David Green. "Determining the importance of key criteria in web usability. " Management Research News 30.11 (2007): 816.
Ramanathan, R.. "E-commerce success criteria: determining which criteria count most " Electronic Commerce Research 10.2 (2010): 191.
In addition, the traditional iPod platform is being scaled back as the benefits this platform provides consumers can be found in all other platforms, often accentuated with other forms of digital content as well, from e-books and published materials to movies, television shows and other forms of video content.
The future of Apple's profitability is entirely based on the success of their iPhone and iPad investments and the transformation of their business model away from just hardware to digital content ecosystems capable of generating significant gross margin (nell, 2011). Investment and industry analysts have often shown through analysis that their supply chain is capable of keeping up with a much more aggressive timeline of new product development and launch (Prudential Equity Group LLC, 2006). Apple is scaling its product strategy towards video content as the center of their iTunes ecosystems, and has been monitoring this for nearly six…
Source: (Apple, Investor Relations, 2011)
There is a tendency on the part of many industry and financial analysis to attribute this exceptional growth to a superior hardware platform alone, with nearly a "halo effect' occurring over the iPhone and newly introduced iPad Series (McNeill, 2011). As an analysis of the company's previous experiences in hardware platforms, ranging from the very successful Apple II to the ill-fated Lisa, the one highly reliance predictor of success or failure is the ability to attract developers to write software to make the most use of these systems (Mitchell, 2010).
Differentiation today and in the future for Apple will be entirely dependent on their ability to continually attract and motivate independent software vendors (ISVs) to fully support the core features of their platforms and also participate in the process of helping define new software-based features (Mitchell, 2010). For Apple, they really have no choice but to concentrate on this strategy going forward. They must find differentiation at the platform and more specifically, operating system level if they are to succeed as they have already attracted competitors imitating their hardware platforms including the Google Android operating system (Proffitt, 2011). Analysis of their standard costs based on their released financial
Hamilton Island produces a wide array of entertainment that comes in many shapes and forms. The latest addition to the activity list is a nine-pin bowling alley that aims to provide endless family fun. And to top it off, other attractions the island will boast this year will include the Australian Ballet and the Great Barrier Feast event. (2009, p. 37)
Moreover, beyond the innovative use of social media networks to promote their campaign, Tourism Queensland also ensured the international mainstream media would be included in their media mix. For instance, Nolan empirically reports that during his visit to the island preparatory to the announcement of the finalist, international interest in the competition was at a frenzied level: "When I left Hamilton Island the following afternoon, it already was gearing itself up for next Wednesday's announcement. U.S. TV crews, the Aussie networks, the BBC et al. are flying in to…
Grier, G. (2011) 'Hamilton Island Earns Top Award.' The Daily Mercury, p. 37.
'Hamilton Island Destination Information.' (2011) Qantas. [online] available: http://www.
King, B.E. (1997) Creating Island Resorts. London: Routledge.
This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).
2.1.4 Place Strategy
This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…
Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.
Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.
Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.
Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..
The essence of any successful entrepreneurial strategy is in creating significant value for the customer (Drucker, 1985). Microsoft needs to shift towards a more open API-based product strategy that allows for more rapid innovation from hardware and services partners both. This direction alone will help Microsoft to compete more effectively over the long-term, by giving them the ability to compete for precious developer resources and times with partners and service providers.
Second, Microsoft needs to think more about their phone strategy from the standpoint of how they can create the smartphone of the future as a computing platform. One of the best strategies for accomplishing this is to concentrate on having their operating systems be more oriented towards creating a technology-agnostic platform for social media websites and applications. The advent of social media websites have given every customer a much greater level of communication and clarity, so much so that…
Apple, Investor Relations (2013). Investor Relations. Retrieved April 18, 2013 from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Andrus, R.R., & Reinmuth, J.E. (1979). Avoiding research myopia in marketing analysis. Business Horizons, 22(3), 55-55.
Ataman, M.B., Van Heerde, H.,J., & Mela, C.F. (2010). The long-term effect of marketing strategy on brand sales. JMR, Journal of Marketing Research, 47(5), 866.
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
An excellent company will also put marketing at the very center of its operations and direction; marketing will become a catalyst of overall market growth.
With the rapid adoption of social networks, marketing is increasingly multi-channel and relationship based, far exceeding the constraints of the initial 4Ps as a result (Mint, 2010). The use of social networks to create customer loyalty by listening more accurately and responding faster to customer needs is also a critical catalyst of change in this field (Bernoff, Li, 2008). In short, marketing is going through a metamorphosis, which will see it eventually become more focused on being real for the customer and making the entire organization align to their needs and expectations.
Marketing will also become more focused on analytics and metrics of performance as all digital channels can be easily measured and quantified in terms of performance. The rise of all forms of marketing…
Arussy, L.. (2010, August). When Customer Experience Matters Most. Customer Relationship Management, 14(8), 8. Link: http://www.destinationcrm.com/Articles/Columns-Departments/Customer-Centricity/When-Customer-Experience-Matters-Most -- 68542.aspx
Lior Arussy. (2005, March). Congratulations, You Are at Par: THE NEW FOUR Ps. Customer Relationship Management, 9(3), 48-49. Link: http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Congratulations-You-Are-at-Par-the-New-Four-Ps-43111.aspx
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42. Link: http://www.inforesearching.com/downloads/oh-so-social-web.pdf
Ellen Byron. (2010, October 21). P&G Puts Spotlight on Newer Products. Wall Street Journal (Eastern Edition), p. B.1. Link: http://online.wsj.com/article/SB10001424052702304011604575564420769116624.html
Successful marketing strategies are done in order to create a desire for a product. A marketer needs to understand what the consumer likes and what they dislike. They must also know what information will convince consumers to buy their product, and whom and what consumers perceive as a credible sources of information. "Some marketing strategies use fictional characters, celebrities, or experts (such as doctors) to sell products, while other strategies use specific statements or "health claims" that state the benefits of using a particular product or eating a particular food" (Marketing Strategies 2008).
Sony needs to make sure that it has done a market analysis to make sure that they are producing the products that its customers want. They want to make sure that they are producing the right product for the right people. Then they need to make sure that they create a need for that product by using…
Kotler, P & Keller, K 2008, Marketing Management, 13th edn, Prentice Hall, New Jersey.
Marketing Strategies, 2008, Advameg viewed 15 June 2009, < http://www.faqs.org/nutrition/Kwa-Men/Marketing-Strategies.html>
McNamara, Carter, 2009, All About Marketing, Free Management Library, viewed 15 June 2009,
Marketing -- Distribution and Marketing Planning -- Samsung Galaxy Mini S
esults from the first 3 Modules now allow analysis of their information and development of some final marketing plan elements. Samsung's global position as a technological innovator, extensive distribution channels and significant resources allow an ambitious plan of near-saturation that should capture a significant portion of the target market. The 18- to 44-year-old smartphone-owning early adopters should readily encounter our marketing efforts and a significant number of those targeted consumers are expected to purchase and benefit from the Samsung Galaxy Mini S.
Given the complete marketing analysis, the key issues that must be understood by the company in trying to sell the Samsung Galaxy Mini S are:
Organizational esources (Perner, n.d.): commonly known as the five "M's: Men (meaning labor); Money (meaning finances); Machinery (meaning equipment); Minutes (meaning time); and Materials (consisting of production factors) (Friesner, 2014).…
Apple, Inc. (2014). iPad Air. Retrieved October 14, 2014 from www.apple.com Web site: https://www.apple.com/iPad-air/
Epstein, Z. (2013, October 17). How big is Samsung? Retrieved October 14, 2014 from brg.com Web site: http://bgr.com/2013/10/17/samsung-total-employees-worldwide/
Friesner, T. (2014, May 8). Marketing Audit - Marketing Teacher. Retrieved October 14, 2014 from www.marketingteacher.com Web site: http://www.marketingteacher.com/marketing-audit/
Perner, L. (n.d.). Integrated marketing communication - Introduction to Marketing. Retrieved October 14, 2014 from www.consumerpsychologist.com Web site: http://www.consumerpsychologist.com/intro_Promotion.html
Marketing strategies are longstanding, progressive-leaning approaches to planning with the key objective of attaining a sustainable competitive advantage. They are approaches that are employed laying emphasis on the business and marketing efforts. Our company faces direct and intense competition from Colloquy.com, Points.com, and Nerdwallet.com. The key marketing strategy employed by Points.com is points exchange through its website and company blog. Consumers take part in several loyalty programs but the actuality is that the miles as well as points in all of these various programs never amass to amounts that in fact result to awards. In this regard, Points.com permits consumers to take all these various points and exchange them into whatever program is most valuable to them (Strategy Online, 2001). In addition, the company has a Points Hub where consumers can gain more information regarding life at Points.com, obtain practical advice and insider tips for earning additional points, miles…
These refer to the characteristics of the political and regulatory environment (P), the economic environment (E), the socio-cultural environment and finally, the technological environment. The analysis of the climate in which an organization activates is also known as the PEST analysis.
Starbucks offers a wide selection of coffee-based beverages, with both caffeine and without caffeine. Aside their coffee beverages, they also offer whole-bean coffees, food items and coffee-related products and hardware equipment. "Starbucks stores offered a choice of regular or decaffeinated coffee beverages, a special "coffee of the day," and a broad selection of Italian-style espresso drinks. In addition, customers could choose from a wide selection of fresh-roasted whole-bean coffees (which could be ground on the premises and carried home in distinctive packages), a selection of fresh pastries and other food items, sodas, juices, teas, and coffee-related hardware and equipment."
About 61% of the sold items…
2008, Starbucks Corporation, Hoovers, http://www.hoovers.com/starbucks/--ID__15745 -- /free-co-factsheet.xhtmllast accessed on September 12, 2008
Moon, Y., Quelch, J., July 10, 2006, Starbucks: Delivering Customer Service, Harvard Business School
2008, Analysis of Starbucks, KNOL Beta - a Unit of Knowledge, http://knol.google.com/k/-/analysis-of-starbucks/ow5jbvr76bz9/8#last accessed on September 11, 2008
Name, Location, Nature
The business will be a food truck specializing in chicken and waffles. It will be called Big Mabel's Chicken & Waffles, the namesake being a fictional grandmother who, according to the marketing myth, developed the recipes. The food truck will have a number of different locations, which is normal in the business. The city will license out specific spaces and times for the truck, generally when those areas have high traffic. The business model is especially suited for areas where traffic is high only during a few hours of the day, so lunch time near construction sites, by the stadium on game night, or in a bar district on weekend evenings. The kitchen is tiny, so the choice of food will be limited to chicken and waffles, which is a classic American dish.
There are a number of potential customers. These will differ…
Christ, Paul (2011). Principles of Marketing. KnowThis.com. Available December 3, 2012, at http://www.knowthis.com/principles-of-marketing-tutorials/
Marketing Power Dictionary (2011). American Marketing Association.. Available December 3, 2012 at http://www.marketingpower.com/_la
Marketing Made Simple. (n.d.). Available December 3, 2012 at.
MAKETING POCEDUES FO VOLVO'S S60 MODEL
Market Analysis for the Volvo S60
Market Analysis for the Volvo S60
Volvo, a Swedish-based car production company, stands out as the leading manufacturer of premium cars. The company produces luxury cars with the vision to provide to the world the most luxurious desired automobile. The company's mission entails providing the world's most exciting and safest cars for the modern families. By extension company seeks to increase shareholders values.
Firm trust in their brands
Accredited environmentally friendly production process and use
High regard for safety
Good relations with the customer that achieves development of products related to customer preferences
The company following a change of guard seems to have confusion with identifying itself in the market
The products under the company logo appear costly compared other products in the market
Limited market shares and penetration
Grant, R.M. (2010). Contemporary Strategy Analysis, 7th Edition. New York: John Wiley and Sons.
Jan, T.S., & Hsiao, C.T. (2004). A Four-Role Model of the Automotive Industry Development in Developing Countries: A Case in Taiwan. The Journal of the Operational Research Society, 55(11), 110-118.
Trout. J. (2004). Trout on Strategy. New York: McGraw-Hill.
Brand equity of trusted advisor for CM application delivery.
Source: Framework based on the concepts presented in (Yoo, Donthu, Lee, 2000)
Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management eview, 54(2), 43-57.
Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.
Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.
Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D
Katzmarzik, a. (2011). Product differentiation for software-as-a-service providers. Business & Information Systems Engineering, 3(1), 1-31.
Joseph, J.V. (2009). econciling marketing vs. branding return on investment. ochester, ochester, NY.
Aaker, D.A. (2012). Win the brand relevance battle and then build competitor barriers. California Management Review, 54(2), 43-57.
Aremu, M.A., & Bamiduro, J.A. (2012). Marketing mix practice as a determinant of entrepreneurial business performance. International Journal of Business and Management, 7(1), 205-213.
Friedman, H.H., & Friedman, L.W. (1987). Marketing methods for software. The Journal of Systems and Software, 7(3), 207-207.
Ghose, K. (2009). Internal brand equity defines customer experience. Direct Marketing, 3(3), 177-185. D
The primary marketing challenge at Flare Fragrances is to develop an appropriate and competitive marketing strategy for the new Savvy brand to be launched in 2009. The specific issues in this challenge include the question of whether to launch Savvy in the first place, whether to distribute it through conventional or through new channels, and whether to associate it with the Loveliest umbrella brand or to give it a separate identity.
The industry is experiencing a decline because of the economic crisis and sales at Flare Fragrances grew by only 2% in 2008 although overall performance was average given the economic challenges. Improving performance in the coming years will require a significant improvement in sales, either through existing or new products. Advertising expenditure is also a major question to be addressed. A major competitor, Aromatique, plans to introduce Dulcet, a product similar to Savvy for the same target…
IFRA. Women's Fragrance Catgeories. Accessed 29 April 2012
Morgan, Spencer. Scent Branding Sweeps the Fragrance Industry. Business Week, 16 June. 2010. Accessed 29 April 2012
Marketing Information System
This is a type of management information system that is designed for supporting the process of marketing decision making. This is a system which is planed and entails the collection, processing, storage and dissemination of data in information form required in carrying out management functions.it is also termed as a system made up of people, equipment and procedure which are used in gathering, sorting, analyzing, evaluating and distribution of data to managers according to the required informational needs regularly. There are four main components of marketing information system these are internal records which gives reliable inside information of an organization; marketing intelligence that gives information collected from external sources; marketing research for solving marketing problems in an organization and marketing decision support system comprise of tools that assist managers in data analysis hence better decision making. The marketing decision support system enables marketers to get the information…
Johnson, R. (2011).The 8 different pricing objectives. Retrieved June 26, 2013 from http://vwmarketingsolutions.ca/2012/07/the-8-different-pricing-objectives/
Opdenakker, R. (2006). Forum; Qualitative social research. Advantages and Disadvantages of Four Interview Techniques in Qualitative Research. Volume 7, No. 4, Art. 11. Retrieved June 26, 2013 from http://www.qualitative-research.net/index.php/fqs/article/view/175/391
Price, R. (2010). The Basic Steps of the Marketing Research Process. Retrieved June 26, 2013 from http://smallbusiness.chron.com/basic-steps-marketing-research-process-30942.html
Marketing Information system is a management information system that supports decision making processes in marketing (Kotler & Keller, 2006). Marketing data is gathered, stored, and analyzed within this system and distributed on timely basis to managers to enhance decision making processes (Kotler, 1988). It is a continuing and an interactive structure of people, equipment and procedures to gather information that is used in decision making processes in an organization. The major components of management information system are internal reporting systems, marketing research system, marketing intelligence system, and marketing models. Information touching on finances, production, manpower, marketing, stockholding, and logistical data are normally stored in marketing information system. Orders received, stockholdings and sales are also stored in the marketing information system. Other than the above named information, marketers can also get information related to product type, size, and pack by territory, type of account, industry, and customer; average value and volume…
Anonymous (2011). Marketing. Retrieved from http://www.freezingblue.com/iPhone/flashcards/printPreview.php?fileid=119645
Doherty, M. (1994) Probability vs. Non-Probability Sampling in Sample Surveys. The New
Zealand Statistics, 21-28.
Jeff Anderson Consulting (2013). Interviewing and Research Methods. Retrieved http://www.jeffandersonconsulting.com/marketing-research.php/survey-research/research-methods
Standad maketing follow-up pocesses will be used to detemine whethe each taget maket undestood the specific content and context of the maketing communications initiatives diected to them. Suveys will addess the extent to which the intended messages managed to communicate the intended messages effectively and whethe those audiences made puchasing decisions based on the claity and effectiveness of those messages.
Standad maketing follow-up pocesses will be used to detemine how well customes believe the sevice met thei specific needs and expectations pospectively. Suveys will addess the extent to which the sevices they puchased met thei expectations and povided the benefits pomised and desied. Those mechanisms will also be used to collect infomation petaining to any desied changes o pefeences of customes in connection with thei futue patonage. Sevice packages, picing, and maketing changes will eflect the analysis of those data.
Standad maketing follow-up pocesses will be used…
references of customers in connection with their future patronage. Service packages, pricing, and marketing changes will reflect the analysis of those data.
Standard marketing follow-up processes will be used to determine how well customers remembered the specific messages in marketing campaigns and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to achieve the necessary retention to generate sales of services.
Standard marketing follow-up processes will be used to determine the extent to which specific elements of messages in marketing campaigns motivated their eventual decision to purchase the product and how those messages may have contributed to their decisions. The same technique will be used to collect data from prospective customers who initially expressed interest or who requested information about the service but ultimately decided not to purchase the product. Those surveys will address the extent to which those decisions may have been functions of the failure of marketing initiatives to inspire prospective customers to make follow-up inquiries or further consider purchasing the service.
In recent times, people have become more conscious of their health and they are choosing products that are healthy such as organic products. This has also been the case when it comes to organic wines. These wines improve the health of soil and vines at the same time improving the productivity of older vineyards. Organic wines are also beneficial to customers in that the wines are healthy as they contain only a small proportion of preservatives like sulfur which are added to normal wines which cause headaches. This paper will therefore look at the potential marketing landscapes for organic wines. It will also look at micro and macro environmental forces that have an effect on marketing ability of organic wines.
Marketing landscape for organic wines
Marketing involves the understanding of the potential market landscape or market place as well as the needs, demands and wants of the customers, market…
Valenzuela, F. (2000). Understanding the marketplace and the consumers; is your wine giving you a headache?
Zainbooks (2003).Principles of marketing; Marketing microenvironment. Retrieved March 19, 2013, from http://www.zainbooks.com/books/marketing/principles-of-marketing_11_marketing-micro-environment.html
Marketing Development of Beverage
Dear Marketing Team
Marketing Development of Beverage
As our company is in the process of marketing development of a new beverage, I am determined to have the impressive launch of the product. In this regard, I am analyzing the advertisement strategies of various players in the same industry. This practice is carried out with the perspective of applying the plus points of the advertisement in our advertisement and avoiding the pitfalls. As we have ready samples collected from industry, we can evaluate the effectiveness of advertisement and manage to get the desired results out of it.
In my discussions with people, I got to know that they like advertisement of Coca-Cola. I also felt that Coca-Cola has monopoly in certain areas and people are loyal to it (Mennen, 2010) as their forefathers were also fond of this drink. I searched for the ads of…
Google Images. (2013). Coca Cola. Retrieved from http://www.google.com.pk/imgres?q=COCA+COLA+AD&um=1&hl=en&sa=N&biw=1366&bih=624&tbm=isch&tbnid=DTZclSuDH0FkYM:&imgrefurl=http://www.toxel.com/inspiration/2008/08/02/collection-of-cool-coca-cola-ads/&docid=oxHvIpF3epem0M&imgurl=http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads17.jpg&w=450&h=663&ei=elFeUcrtGJOhiQe-mIHoDQ&zoom=1&ved=1t:3588,r:13,s:0,i:184&iact=rc&dur=649&page=1&tbnh=182&tbnw=126&start=0&ndsp=24&tx=74&ty=77
Mennen, M. (2010). An Investigation Into the Role of Emotional Branding in the Cola Market with particular reference to Coca Cola. Germany: GRIN Verlag.
Sengupta, S. (2005). Brand Positioning. New Delhi: Mcgraw Hill Publishing Limited.
Roadmap of Co-branding Positions and Strategies, the Journal of American Academy of usiness, Cambridge, Vol. 15, Num. 1, September 2009
The delicate balance of managing brand equity across multiple product lines and brands vs. attaining a unified global brand capable of serving as a scalable platform for future growth is explored in Roadmap of Co-branding Positions and Strategies (Chang, 2009). Illustrating how co-branding strategies need to be applied in the correct customer, product, messaging and service context, the author successfully shows how the organizational level of co-branding is just as important as the co-branding type of strategy implemented. Using the example of the HP-Compaq merger as the basis of how to implement enterprise-wide co-branding initiatives, the author shows how this strategy differs significantly from the cooperation-based co-branding of SONY and Ericsson and their many co-development projects in the mobile industry (Chang, 2009). Contrasting these are the department-level coordination…
Chang, W. (2009). Roadmap of Co-Branding Positions and Strategies. Journal of American Academy of Business, Cambridge, 15(1), 77-84.
Built in entertainment
Seating for seven
Dual fold down DVD screens
Dual sliding power doors
earview back camera
Large cargo capacity
Aggressive Front and ear Styling, Power Sliding Doors, Alloy Wheels, Bluetooth® Hands Free Link®, Honda Satellite-Linked Navigation System ™ with Voice ecognition and earview Camera and Tri-Zone Climate Control
Alloy Wheels, Auto Light Control System, Navigation System, Bluetooth with voice recognition, ear seat DVD entertainment system
Alloy Wheels, Dual Sliding Doors, Star Safety System, Tire Pressure Monitor System
Based on psychographic and demographic segmentation, a direct marketing campaign would be the best way to approach the marketing of the Volkswagen outan Minivan. The goal is going to be to reach families that want…
2010 Volkswagen Routan. (2010). Retrieved August 2, 2010, from U.S. News and World Report
Web site: http://usnews.rankingsandreviews.com/cars-trucks/Volkswagen_Routan/
Routan. (2010). Retreived August 2, 2010, from Volkswagen Website:
Apple has a very strong brand name that is helping it to build share for the iPhone, but the product is expensive. It is believed that there is considerable room for a competitor to target the student market with a lower-priced but also feature-rich device.
The mainstream player in this market is the humble cell phone. Popular phones such as the Motorola Razr have camera functions, and new phones are being introduced with mp3 players and other technology. It appears as though there is some degree of technological convergence happening between cell phones and PDAs/Smartphones. The result is that the Sonic 1000, compared with these devices, is a superior product. Yet its pricing is fairly competitive relative to the new wave of feature-rich cell phones. This leads to the following positioning statement for the Sonic 1000:
"The Sonic 1000 is a portable device that will replace the cellphones of the…
Quick MBA.com (2007). Porter's generic strategies. QuickMBA.com. Retrieved September 15, 2010 from http://www.quickmba.com/strategy/generic.shtml
Kinetz, E. (2010). Indian industry groups reject RIM security forum. Globe and Mail. Retrieved September 15, 2010 from http://www.theglobeandmail.com/report-on-business/indian-industry-groups-reject-rim-security-forum/article1687525/
Precis Marketing. (2010). How to develop a positioning statement. Precis Marketing. Retrieved September 15, 2010 from http://precismarketing.co.uk/positioning%20statement.pdf
Brandwerks. (2010). Brand differentiation and improving the perception of quality. Brandwerks. Retrieved September 15, 2010 from http://www.brandwerksgroup.com/images/PDFS/Brand_Differentiation.pdf
Marketing and Branding a Healthcare-elated product
Marketing and Branding Lipitor
Target markets, branding, marketing strategy, execution and product positioning all directly contribute to the market share and profitability of a product. In the marketing and selling of healthcare related products, brands must communicate a viable and realistic solution t a patient's condition to be seen with credibility and trust (Angelmar, Angelmar, Kane, 2007). The intent of this analysis is to evaluate the marketing strategies of Lipitor, a best-selling drug of Pfizer Corporation used for treating high cholesterol and its related heart disease effects. This drug generated $10.7B in the company's latest fiscal year according to their annual report and is also considered one of the top-selling drugs throughout the entire pharmaceutical industry. Beginning with an analysis of the Lipitor target market, and progressing through their branding strategies, analysis of product success and recommendations for future marketing strategies, this paper provides…
Angelmar, R., Angelmar, S., & Kane, L.. (2007). Building strong condition brands. Journal of Medical Marketing: Special Issue New Paradigms in Life Sciences Marketing, 7(4), 341-351.
Iain Black. (2005). Pharmaceutical marketing strategy: Lessons from the medical literature. Journal of Medical Marketing, 5(2), 119-125,106.
Griffiths, S.. (2008). Pharmaceutical branding: 'To brand or not to brand'. Journal of Medical Marketing, 8(2), 113-118.
Krion, D., & Shockley, R.. (2011). How Pfizer Uses Tablet PCs and Click-Stream Data to Track Its Strategy. MIT Sloan Management Review, 53(1), 1.
His income level is reasonable enough to allow him to afford to buy a product that is at least average priced.
Another threat that needs to be dealt with is the fact that the age category we are addressing is most predisposed to change. People in this age group have a tendency to change their car once every a couple of years, change the electronics around the house, change the computer, etc. Compared with the over 55 category, much more conservatory, the consumers we are targeting have lower customer retention indicators and consistent additional effort needs to be made in this sense.
The third threat from the market that needs to be mentioned is related to technological obsoleteness and the implications deriving here from. One of the causes of the customer retention indicator I have previously mentioned is related to the fact that new technological features constantly appear in short…
It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial, such a small portion of the commercial was devoted to the actual message, it's difficult to determine the effectiveness on whether or not these viewers would take action, such as learning more about breast cancer or conducting monthly self breast exams, or other behaviors that would help with early detection of breast cancer, to ensure the likelihood of survival.
egarding the seven Ps of marketing, the Save the Boobs campaign was more effective than originally anticipated regarding the place of the…
Aggarwal, V.B., & Gupta, V.S. 2001, Handbook of journalism and mass communication, Concept, New Delhi.
Anselmo, D. 2010, Marketing demystified a self-teaching guide,.McGraw-Hill, New York.
Assael, H. 2005, Consumer behavior and marketing action (3rd ed.), Kent Pub. Co., Boston.
Crane, F.G. 2001, Professional services marketing: strategy and tactics, Haworth Press, New York.
As a result of huge growth, the company's management may lose focus of the scope of their business.
Miller Inc. has a highly centralized hierarchy of management and lacks the managerial backup to promote creativity amons the employees.
Single-sourcing which is the characteristic of Miller Inc. could be a recipe of disaster should the supplier fail. Contingency plans for supplies need to be considered.
The constrant production nature of the product leads to huge strains on personnel and machinery.
Product line and client base lack diversification.
While the small number of staff promotes camaraderie, unfortunately, it also impedes growth and development.
Miller Inc. is reactive rather than proactive in its marketing efforts. This is as a result of its heavy reliance on mass-media advertising for obtaining new business.
The current facilities of Miller Inc. are crowded thus there is little room for expansion of workforce or equipment.
Armstrong, G., et al. Marketing: An Introduction. Essex: Financial Times Prentice Hall, 2009. Print.
Brenkert, George G. "Ethical Challenges of Social Marketing." Journal of Public Policy & Marketing 21.1 (2002): 14-25. Print.
Clow, K.E., and D. Baack. Integrated Advertising, Promotion, and Marketing Communications. Boston, MA: Pearson Prentice Hall, 2007. Print.
Cooper, Lee G. "Strategic Marketing Planning for Radically New Products." The Journal of Marketing 64.1 (2000): 1-16. Print.
Marketing eport for Ms. Janet Bradley
Keeping in view the increasing obesity rates in Australia and finding the spicy and high-calorie fast foods as the major reason for it, Ms. Janet Bradley has planned to establish a low-calorie fast food restaurant chain that will serve as an alternative to McDonald's, ed ooster, KFC, and other fast food chains. This paper presents a comprehensive analysis of the micro and macro environment for the new fast food chain in order to recommend strategies which can help it in becoming successful in the industry. The major micro environmental forces which will impact its business are consumer behaviour, suppliers and intermediaries, publics, and competitors. The buyer behaviour has been analysed using cultural, social, personal, and psychological dimensions -- all having a significant impact on the purchase decisions and preferences of the consumers towards fast food products. The restaurant chain will also take a big…
Birn, R. 2004. Effective Use of Market Research: How to Drive and Focus Better Business Decisions, 4th Edition. London: Kogan Page
Blythe, J., & Megicks, P. 2010. Marketing Planning: Strategy, Environment and Context, 3rd Edition. U.K: Prentice Hall
Ellwood, I. 2002. The essential brand book: over 100 techniques to increase brand value. 2nd Edition. London: Kogan Page
Hill, C.W., & Jones, G.R. 2012. Strategic Management Theory, 10th Edition. Mason, OH: South-Western, Cengage Learning
It also competes with some renowned brands in the United States and other major markets of the world. The it and consumer electronics industry has been showing a rapid growth for the last few years. Anticipating huge potential of growth in this industry, numerous new companies are entering the market. These new entrants are manufacturing same quality products for the same target customers. Therefore, they are also a big threat for the company for its new iPad keyboard and case combo (Kotler, 2008).
iii. Threat from the substitute products:
There are no direct substitutes for iPad keyboard and case combo. However, all those manufacturers that offer keyboard and protective covers or cases separately can be regarded as the alternative choice for this innovative product. For example, if a customer does not need Bluetooth keyboard, but wants to protect his iPad from damage and scratches; he will definitely go for buying…
Bearden, W.O., Ingram, T.N. & LaForge, R.W. (2007). Marketing: Principles and Perspectives, 5th Edition. Boston, Mass: McGraw-Hill
Brassington, F. & Pettitt, S. (2006). Principles of Marketing, 4th Edition. Harlow: Financial Times Prentice Hall
Groucutt, J., Leadley, P. & Forsyth, P. (2004). Marketing: Essential Principles, New Realities,1st Edition. Sterling: Kogan Page.
Jenny, M. & Scammon, D.L. (2010). Principle-Based Stakeholder Marketing: Insights from Private Triple-Bottom-Line Firms, Journal of Public Policy & Marketing, 29 (1): 12-26.
The most relevant competitors at this stage are represented by the Microsoft Corporation, the SEGA Corporation and the Sony Corporation (Hoovers, 2010).
In terms of the second persona, the competition is less concentrated as the hi-tech consumers will often renounce brand loyalty and will look for products which serve their needs, even if these products are sold by small size companies. This status quo is due to two primary elements:
On the one hand, the technical consumers have higher expectations. They do not care for fashionability, but they expect high quality or even flexibility so that they can program over the initial application and personalize the game.
On the other hand, the status quo was propagated by the abundance of firms and even individuals who create applications and sell them within the virtual community. The advent of the internet then enhances competition within the industry by bringing games and gamers…
Farhoomand, a., 2009, Nintendo's disruptive strategy: implications for the video game industry, the Asia Case Research Center
Kotler, P., Keller, K.L., 2009, Marketing management, 13th edition, Pearson Education
2010, Nintendo Co. Ltd., Datamonitor, http://www.datamonitor.com/store/Product/nintendo_co_ltd?productid=AC85BB43-AE55-413B-A0AD-445DFE712CE3 last accessed on November 26, 2010
2010, Nintendo Co. Ltd., Hoovers, http://www.hoovers.com/company/Nintendo_Co_Ltd/crxkki-1.html last accessed on November 26, 2010
As stated before, the competition in the coffee shops industry has increased drastically during the past recent years. In 2003, the industry had registered total sales of over $6 billion (Ferguson, 2004). The top five competitors of Sweettreats would be: Starbucks, Nestle, McDonald's, Dunkin and Gloria Jean's.
Gloria Jean's is among the leaders of the industry and they basically address their products to the young population. The corporation is based in Australia but present in numerous countries of the globe through franchise contracts (Official Website of Gloria Jean's, 2008).
Dunkin Donuts is a U.S. based company, namely headquartered in Quincy, Massachusetts. In 2006, they registered annual revenue of over $4 billion. They address all types of consumers and sell a wide palette of coffee-based beverages and foods (Official Website of Dunkin Donuts, 2008).
Starbucks is the undisputed leader of the industry and in 2006 they registered annual revenues…
Dawidowska, K., April 1, 2002, Coffee Overload. Agree that coffee from gourmet coffee shops is too expensive - Almost 3 in 4 coffee shops patrons 72%, American Demographics
Dream, C.S., 1997-2008, How to Start a Coffee Shop, Home Business Inc., http://www.homebusinesscenter.com/how_to_start/coffee_shop.htmllast accessed on February 28, 2008
Ferguson, M., 2004, Specialty coffee retail in the U.S.A. 2003-04, Specialty Coffee Association of America, Retrieved at http://www.scaa.org/pdfs/press-coffee_retail_sales.pdfon February 28, 2008
Fisenko, a. And Associates, 2006, How to Start a Successful Coffee Shop, a Coffee-Espresso Drive-Thru or a Coffee/Espresso Cart, Espresso Business, http://www.espressobusiness.com/last accessed on February 29, 2008
Now I'm uploading marketing intelligence assignment, note tak 3 b c merit distinction, a Already . Task 4, 4a, 4b merit distinction, task 2 merit distinction (2-2.1, 2.2, 2.3, 2.4 M1 M2)
Market research is important since it enables the company management to make informed decisions that maximize their profit, increase sales, minimize risk and determine the strategic positioning of the company and its products. It involves gathering, recording and analyzing primary and secondary data in order to find correlations with the needs and wants of the target audience and how the company can fulfill these. It helps to create a link between the consumers or customers and the marketer of the product through information. The information collected is then used to identify and define the marketing opportunities that exist as well as the problems that may be encountered in marketing the product. Before the company's…
FERRELL, O.C. & HARTLINE, M. 2010. Marketing Strategy, Mason, OH, Cengage Learning.
MAYER, C.S. 1970. Assessing the Accuracy of Marketing Research. Journal of Marketing Research, 7, 285-291.
WEBB, J.R. 2002. Understanding and Designing Market Research, Thomson Learning.
ntroduction of the Business
n 1995, Mr. David Walsh acquired the Moorilla Estate in Hobart. By 2005, the business had incorporated iconic brands such as "The Source Restaurant" and "Moo Brew" as part the suite of offerings. By 2012, the range of product offerings will have expanded further to include the exclusive "Pavilion Apartments," greater wine making capacity, the avant-garde MONA FOMA festival, and the flagship MONA private art museum.
As a winery, Moorilla winery has one of the oldest vineyards in the state, and a new winery has just established on the Moorilla site. We produce cool-climate wines. The fruit is grown in our Tamar and Derwent Valley vineyards. t new winery focuses on a much smaller and very high quality output. t uses gravity-flow to make boutique, ultra-premium wines. And they use estate fruit that is grown in a sustainable manner, with organic and bio-dynamic techniques.…
Individual selling strategy normally entails the prevailing marketing communications. Marketing communications are normally the messages that deal with the prevailing purchaser -retailer exhibitions, promotions accompanied by the public relations. Marketing interactions that entails to the prevailing personal selling are categorized into dual classes namely the impersonal and personal (John, 2002, pp 56-87).
The impersonal entails the process of
Customer Value Equation of the Product
Product Marketing Mix
Product Promotion Process
Target Market Analysis
Global Ethical Marketing Considerations
The globe and its entire human race in the twenty first is witnessing revolution in many facets of life and technological boom in communication is one of the immense transformations that have changed the standard and ways of living. Quite a few of the technological brands and products are surging ahead even to the leading economies as well as underdeveloped and developing nations. Apple iPhone is one of those brands that have become widely accepted and well-known, and has captured numerous consumers ranging from U.S. To Europe to Asia (White, 2012).
Apple iPhone is one of the U.S. based brands that offers hi-tech communication product (mobile phone) to its customers with a wide variety of features such as games, music, videos, web connectivity and many…
Baum, B., Hackstein, M., & Mehling, M. (2012). Strategic Marketing: Assessment of why the Sony Walkman brand lost out to iPod in terms of its position and level of demand in the marketplace. USA: GRIN Verlag.
Campesato, O. & Nilson, K. (2010). Web 2.0 Fundamentals: With AJAX, Development Tools, and Mobile Platforms. USA: Jones & Bartlett Learning.
Ferrell, O.C., & Hartline, M.D. (2010). Marketing Strategy. 5th Edition. Mason, Oh, USA: Cengage Learning.
Kline, J.M. (2010). Ethics for International Business: Decision-Making in a Global Political Economy. 2nd Edition. New York, USA: Taylor & Francis.
Company G. wishes to launch a line of small appliances. The marketing plan is designed to guide the process of bringing that line to market. The line will initially begin with a couple of products, but will eventually expand to fill a broad portfolio of products. Within Company G, the small appliances line has been developed not only to take advantage of an opportunity in the market, but is designed to give Company G. A growing product line in order to bolster stagnating revenues. This plan will outline the process by which the line will be marketed.
With its new line, Company G. has the objective of becoming a premium player in the small appliance industry. These new appliances will bring professional quality into your kitchen, but at domestic prices. Our mission is to help you cook your best.
The target market for the company's…
Marketing Plan for Combined Home and Cell Phones:
Home and cellular phones have transformed the communications arena since they have revolutionized the perceptions of people regarding voice communications. Traditionally, home phones have been the most commonly used tools for voice communications while cellular phones remained inaccessible to many customers because of their high costs. However, in the past few years, both home and cell phones have been widely used as communication gadgets. The use of cell phones has been fueled by the investment of time and resources to develop the system's capacity and lessen their costs as well as the emergence of several cellular phone companies. While the traditional home phones are still in use across many residential places, cell phones have become increasingly common because they have been developed into large-scale consumer products. The focus on marketing both home and cell phones acts as a new positioning and beneficial…
"Cell Phones Retailer Business Plan." (n.d.). Bplans: Your Business Starts Here. Retrieved April
6, 2012, from http://www.bplans.com/cell_phones_retailer_business_plan/executive_summary_fc.php
"Cellular Marketing Strategies." (2006, January 10). Phone Dog. Retrieved April 6, 2012, from http://www.phonedog.com/cell-phone-buying-guide/cellular-marketing-strategies/
Maxwell et, al. (2007, May 22). iPhone Marketing Plan. Retrieved April 6, 2012, from http://www.iphoners.com/threads/iPhone-marketing-plan.141/
The global online marketplace is one that represents a significant opportunity for M&S with the Per Una brand, yet the retailer is reticent to move away from oyal Mail and White Arrow courier services. To capitalize on the unmet needs of higher-income consumers in the Middle East and Asia, M&S must create a more aggressive shipping and logistics program to support the sales of the Per Una brand throughout these regions of the world. Global competition online for lingerie and woman's wear is forcing the urgency of this issue for M&S general management today.
A third marketing environmental factor that M&S must concentrate on with regard to the primary customer segments who purchase the Per Una brand of lingerie and women's wear are the environmental "green" initiatives and corporate social responsibility (CS) initiatives that Per Una and its supply chain partners also adhere to. The more environmentally conscious the consumer…
Manfreda Cavazza 2007. M&S blooms as Rose wins women's vote. McClatchy - Tribune Business News May 23
1. http://www.proquest.com (Accessed November 10, 2008).
Jonathan Guthrie 2008. First the credit crisis, now the fashion crisis:[LONDON 1ST EDITION]. Financial Times, February 14,
These include phone conference call groups, web-based groups; or as a substitute use telephone depth interviews. (You don't get the group interaction, but the results can be better than group settings.)
Rule 3 - Request that the moderator use a non-directive approach. (A non-directive approach is one that constructs questions for the group that encourages participants to be free flowing with their descriptions)
Projective techniques are often useful in easing participants out of an analytical mode. One projective technique, asks, "If this company were an animal what animal would it be? What would the competitors be?" In this way, they talk about brand image without being peppered with a series of brand questions.
Use advance written questionnaires. This primes respondents on key issues to be discussed, and it gives them a reference for the group discussion, thus making it easier for the unpopular viewpoint to be mentioned. ("Well, no one…
Marketing Research (2006) United States Small Business Association Online available at ( http://www.sba.gov/starting_business/marketing/research.html )
Marketing Research (2006) Wikipedia. Online available at ( http://en.wikipedia.org/wiki/Marketing_research )
Thomas, Jerry W. (1997) Hang the Innocent. Decision Analyst. Online at: www.decisionanalyst.com.
Thomas, Jerry W. (1994) New Products. Decision Analyst. Online at: www.decisionanalyst.com.
Marketing Plan for Clinique
Marketing Plan Clinique
Clinique -- Introduction:
Clinique is one of the world's leading brands in skincare, fragrances, cosmetics, and toiletries products. It was introduced by Estee Lauder Corporation in 1968. Clinique is a business unit that represents all the beauty and cosmetics products which Estee Lauder Corporation owns and operates. The company is headquartered in New York, United States of America and sells its Clinique products in more than 80 countries of the world. Clinique is recognized as a premium quality brand which offers extensive range of cosmetics products manufactured according to individual needs of customers from all age groups (Clinique). The following sections present a marketing plan for Clinique brand which may be helpful in analyzing the selling, marketing, and promotional activities of the company and the business environment in which it operates.
A) Current Market Situation:
The beauty and cosmetics industry of…
Barnes, Cindy; Blake, Helen; & Pinder, David. Creating & Delivering your Value Proposition: Managing Customer Experience for Profit, 1st Edition. Philadelphia: Kogan Page, 2009. E-Book.
Clinique. 3 Step System. 2012. Web. 25 July, 2012.
Henry, Anthony. Understanding Strategic Management, 1st Edition. New York: Oxford University Press, 2008. Print
Lamb, Charles; Hair, Joseph; & McDaniel, Carl. Essentials of Marketing, 7th Edition. Ohio: South-Western Cengage Learning, 2012. Print
Marketing - Nike: Company nalysis
Genius World of dvertising and Marketing
The media bombards society with commercial messages daily, both written and spoken. There are, for example, the easily forgettable newspaper ads, the brightly colored billboards on the highway that one can see while driving, or on the side of buildings, the man or woman sitting on the side of the road with a flyer, or the boring radio commercials. There are also, of course, the funny messages on the television, and those jingles and seem not to want to escape constant humming. In other words, merican are simply surrounded by these various marketing tools that say "buy this" or "try this."
In fact, according to Consumer Reports, an average merican is exposed to 247 such messages daily.[footnoteRef:1] Other sources, however, beg to differ with this estimate and offer much higher ones. For example, lf Nucifora, who is an…
A relatively free spirited company has, now, proven itself to be a strong establishment in quality, in the social forum and, perhaps most importantly, financially as well. [35: "The New Nike." Bloomberg Businessweek. (2004). http://www.businessweek.com/magazine/content/04_38/b3900001_mz001.htm , accessed July 2011.]
Nike is one of the top sportswear and sports equipment companies in the world today. The presence of a small company started in Oregon has truly grown to massive proportions, and has been aided by fantastic advertisements and witty marketing strategies throughout the 1960's and 1970's, and innovative strategies from the 1980's onwards, the most recent of which have taken advantage of the internet social networking boom to promote new ways of creating a shoe and of promoting the company's goals. Due to the company's cornering of the market and the fact that it is truly difficult to propose any new strategies (as the company has done them all), Nike will probably be around for a very long time.
Here the marketer tries to project the product as an answer to these conflicts (Consumer Behavior: Chapter 3, 2010).
With motivation having such a major influence on consumption patterns of the customer, there is a strong need to learn about it as part of marketing research. Qualitative methods of observation, focus groups and in-depth interview and analysis are often used to try and understand the hidden motives of a consumer. The level of participation or how interested the consumer was about a product decides the degree of motivation a consumer had to buy a particular product. The foundation of stimulation and the particular situation the consumer is in when they come into contact with the product also determine the level of connection (Consumer Behavior: Chapter 3, 2010).
It could vary in degree, in which the customer's involvement could be at the basic stage which is passive or low. On the…
Baker, Michael J. And Saren, Michael. 2010. "Marketing Theory: A Student Text." Sage
"Consumer Behavior: Chapter 3." 2010. Available at:
A special part of the walk-through is the online shopping part, wherein the researcher will ask the participant on how he/she goes about with his/her online shopping activity.
Note on triangulation
The proposed three-method design for this exploratory study is the researcher's way of ensuring that research results are triangulated. Combining the general findings from the diary and FGDs and specific online shopping behavior from the in-depth interviews would create a more complete picture on the general landscape and specific aspects of consumers' attitudes towards and behavior on online marketing strategies for healthcare products.
Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.
Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business eview.
James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and…
Bughin, J., a. Shenkan, and M. Singer. October 2008. How poor metrics undermine digital marketing. The McKinsey Quarterly.
Elberse, a. July-August 2008. Should you invest in the long tail? Harvard Business Review.
James, W. April 2008. Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, No. 3.
Malhotra, N. 1996. Marketing Research: An Applied Orientation. New Jersey, Prentice Hall.
III. Media Strategy
The following are the key media objectives of the three dominant campaigns as defined in this plan. To successfully create an integrated marketing communications strategy that capitalizes on the unique strengths of each form of media, including the use of print, television, online and lickable advertising mediums. Here are the specific, quantified objectives of the media strategy:
To increase the unaided awareness of Godiva Chocolatier by 50% over the next 90 days as audited through interviews of the primary members of the target audience.
To attain both unaided and aided awareness of the next generation of Godiva Chocolates in the 20-35 age group.
To successfully coordinate and synchronize print, television, online and lickable media plans to maximize the number of impressions and levels of awareness on a both unaided and aided standpoint. To optimize the level of use of online advertising to order a lickable…
Annette Bourdeau (2008, April). Mmm, First Flavour's tasty ads... Strategy,25. Retrieved April 17, 2008, from ABI/INFORM Global database. (Document ID: 1456519621).
Arun Sudhaman (2006, December). Hooking the world on Godiva's edible luxury. Media,20. Retrieved April 18, 2008, from ABI/INFORM Global database. (Document ID: 1201883081).
Suzanne Vranica (2008, February 13). Marketers salivate over lickable ads. Wall Street Journal (Eastern Edition), p. B.3. Retrieved April 19, 2008, from ABI/INFORM Global database. (Document ID: 1434442681).