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The company tried breakfast food with little success, and failed at branching out into music as well. Overall, there is little evidence that Starbucks can be anything other than a coffee company.
Despite the weaknesses, there are a number of great opportunities in the market. The best is the opportunity that Starbucks is already pursuing in emerging markets. There is a strong focus on Asia and the Middle East. The company is weaker in Europe, has a small presence in large markets like Brazil, and is a non-factor in other emerging markets like South Africa. Thus, there is a lot of room for growth internationally.
Another opportunity that has presented itself is for Starbucks to apply its operational excellence to other businesses. Starbucks isn't a success because it brews the world's best coffee, it succeeds because it runs its stores very effectively. This is something that it hopes to apply…
Bhushan, R. (2012). We see Starbucks as third place between home and work. Times of India. Retrieved May 6, 2013 from http://lite.epaper.timesofindia.com
Fiegl, a. (2012). The last drop? Climate change may raise coffee prices, lower quality. National Geographic. Retrieved May 7, 2013 from http://news.nationalgeographic.com/news/2012/11/121108-climate-change-coffee-coffea-arabica-botanical-garden-science/
No author. (2013). Starbucks buying out China partners. China Expat. Retrieved May 7, 2013 from http://www.thechinaexpat.com/starbucks-buying-out-china-partners/
Porjes, S. (2011). Coffee market in the U.S. Packaged Facts. In possession of the author.
The difference in country's economic condition makes Coca Cola to fix difference prices for the same product across different countries.
3.2: Integrating Pricing strategy with branding strategy
ATC will use a unique brand position to ensure that customer accept prices fixed for its product and services, and the company will use differentiation strategy to make customer accept the prices fixed for its product. By creating a strong brand position, ATC will be able fix a convenient price to support its brand. The company will use extensive promotion for its product and services to make consumer understand the high value they will derive from buying the company product. By creating strong brand awareness, ATC will be able to influence customer to accept the price fixed for its product and services. In 2007, Apple was able to create strong band awareness for its product, and when Apple launched iPhone 8G version in…
Cheskis, a.L. (2012). What's Your Brand. Internal Auditor: 58-62.
Clow, K.E. & Baack, D. (2007) Integrated Advertising, Promotion, and Marketing Communications, pp. 107. Prentice Hall PTR.
Clow, K.E. & Baack, D. (2010). Integrated Advertising, Promotion, and Marketing Communications, (Fourth Edition). Prentice Hall Pearson Education, Inc.
Douglas, S.P. & Nijssen, E.J. (1999). Global Branding Architecture: Development, Drivers and Design. Stern School of Business New York University.
Description of the Product
The product is coffee, or specifically it is high end coffee, expertly roasted and made available to coffee shops, institutional customers and retail customers over the Internet. There are several elements to the product. The first is the beans, which are sourced from equatorial regions around the world. There are different breeds and cultivars of coffee available on the market. Coffee, like wine grapes, picks up significant characteristics from its terroir as well. The result is that there can be tremendous differences in beans from different parts of the world, or even from different farms within the same part of the world. For all of the world's major coffee companies, beans from all over the world are blended together and roasted with the objective of creating a uniform taste that can be replicated all over the world. All major competitors, from Nestle to Kraft…
There is also the potential to expand the product line beyond the initial Tablet PC to support more advanced and customized configurations through the build-to-order strategy. There is also a very significant upside potential with accessories as well, which could become very high margin in the future. Finally there are significant threats from Apple and others who also are seeking to create a dominant market position for themselves in the Tablet PC market.
The market position for the Firenze Tablet PC is based on its unique manufacturing strategy that provides every customer the opportunity to customize their tablet to unique requirements, while also being always connected to the Internet through EV-DO technology. As the only device that can support collaboration, communication and content creation in addition to consumption in two languages the Firenze is well-positioned to take advantage of the market dynamics in the Tablet PC market as…
Aaron Ricadela. (2009, February). Want a Wireless Plan with Your Netbook? Business Week (Online),
Apple, Investor Relations (2012). Investor Relations. Retrieved July 16, 2012, from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Daye, D. (2007). Building a Global Brand: Branding Strategy Insider. Branding Strategy Insider. Retrieved August 1, 2012, from http://www.brandingstrategyinsider.com/2007/01/building_a_glob.html
Distribution Strategies. (n.d.). Welcome to InfoTrends Inc.. Retrieved August 1, 2012, from http://www.infotrends.com/public/Content/MRD/Projectdescriptions/distributionstrategies.html
Safety of participants;
2. Welfare of participants; and,
3. Quality of course offerings.
The critical issue facing this enterprise is the need to provide a rigorous and challenging survival course while ensuring that its features are safe and that all participants will be able to complete the training with support and will find the experience empowering, exciting, satisfying and even fun.
The mission of the survival course instructions provided by the company is to provide all participants with the knowledge and tools they will need to improve their chances of surviving a natural or manmade disaster.
The company's marketing objectives for the next year are to reach at least 10% of the target market as described below through low-cost marketing initiatives and campaigns.
The company's financial objectives are to increase cash flow by 50% by the end of 2014.
Baxter, K. (2010, December 3). 20 October 2010: The Gulf Technical and Safety Training
Centre runs survival courses for the oil and gas sector. Middle East Economic Digest,
Cravens, D.W. (2000). Strategic marketing 6th edition. New York: Irwin McGraw-Hill.
Marketing Plan for Coca-Cola
Marketing Plan for Coca Cola
Coca-Cola, the most valuable brand in the beverage industry has the largest customer base, the strongest brand image, and a huge supply chain and distribution network all over the world. The Coca-Cola Company formulates effective marketing strategies to present its Coca-Cola drink to its most potential target consumers in the local and international markets. Coca-Cola is widely available in more than 200 countries and 6 operating regions of the world. The daily consumption of Coke is almost 1.8 billion regular servings. ith its huge scale of operations and the greatest customer base, Coke has become the best seller soft drink brand in the world. The company's marketing strategies play an important role in strengthening its brand image and relationships with business partners and supply chain members. The company always keeps in view its target market, demographical factors, and market needs so…
Daily Finance. Adding Multimedia - The Coca-Cola Company Expands 5by20 Women's Economic Empowerment Initiative. Daily Finance, 26th November, 2012, Web. 26th November, 2012.
Doole, Isobel & Lowe, Robin. International marketing strategy: analysis, development and implementation, 5th Edition. London: Cengage Learning, 2008. Print.
Ferrell, O.C., & Hartline, Michael. Marketing strategy, 5th Edition. Mason, Ohio: South-Western Cengage Learning, 2011. Print.
Stokes, David & Lomax, Wendy. Marketing: a brief introduction, 1st Edition. [S.l]: Thomson, cop., 2008. Print.
oyal line clothing was founded five years ago by tow Entrepreneurs, Nick Neumann and peter Jefferson. Nick is a holder of an undergraduate degree in marketing and has worked for a long period in the retail clothing industry. Jefferson on the other hand owned an adventure business but ended up selling this business to a person they were partnering with. Jefferson and Nick have been good friends from college and they decided to come up with a market line of clothing which was unique and at the same time having an appeal to outdoor enthusiasts. oyal line clothing is a reflection of the passion for outdoors that Nick and Jefferson hold. The company produces original T-shirts, fleece jackets, baseball caps and vests all with logos of different sports such as cycling, mountain climbing, horse riding, skating and so on. However each and every one of their…
Arnold, D.(2003).Strategies for entering and developing international markets.Retrieved February 2,2014 from http://www.ftpress.com/articles/article.aspx?p=101588
Lavinsky, D.(2012). Marketing Plan Template: Exactly What To Include. Retrieved February 2, 2014 from http://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-what-to-include/
Csb.(2011).Writing a marketing plan.pg 65.Retrieved February 2, 2014 from http://www.csb.uncw.edu/people/mallalieul/marketing%20plan.pdf
In order to be known into the market place and as a new entrant, the company will provide its target market with an affordable cost while providing them a high quality products and services. The company will be given the customer and client a price that is lesser than its competitors so that the consumer will be enhanced to buy and patronize the Global Smart Card. Each card is loaded with HK$500 and will be topped up with $350 after the balance goes below zero."
Place: "To be known in the market place, the product will be distributed directly to its clients and consumers. And to be known internationally, one of the strategies that the product will utilize is going on a joint venture with distinguished distributor of the card, providing them with great offers, so as to market the product of the Global System. The company will also find…
Longenecker, J.G., Moore, C.W., Petty, J.W., Palich, L.E., 2005, Small business management: an entrepreneurial emphasis, 13th edition, Cengage Learning, ISBN 0324226128
Proctor, T., 2000, Strategic marketing: an introduction, Routledge, ISBN 0415208114
Ries, a., Trout, J., 2001, Positioning: the battle for your mind, McGraw-Hill Professional, ISBN 0071373586
Smith, P., Berry, C., Pulford, a., 1999, Strategic marketing communications: new ways to build and integrate communications, 2nd edition, Kogan Page Publishers, ISBN 0749429186
As their actions will have ripple effects upon the entire distribution channel, having an impact upon the success of the product.
Discuss how the distribution strategy fits the product/service, target market, and overall marketing objectives for the company.
The distribution strategy that is being utilized will help to identify a target market for the MLX and allow the company to achieve its different marketing objectives. What is happening is the competition for routers is so intense; that many companies are claiming they have the best products. At the same time, the primary customers for this kind merchandise are businesses. Where, they will more than likely purchase routers in bulk and at a time when they need to be replaced. When you put these different elements together, this means that customers will more than likely comparison shop and will evaluate the underlying strengths as well as weakness of each product. For…
Marketing -- Pricing. (2010). The Manager. Retrieved from: http://www.themanager.org/Knowledgebase/marketing/Pricing.htm
Penetration Pricing. (2010). Reference for Business. Retrieved from: http://www.referenceforbusiness.com/small/Op-Qu/Penetration-Pricing.html
O'Brien, B. (2010). Competing Against National Brands. Clean Link. Retrieved from: http://www.cleanlink.com/sm/article/Competing-Against-National-Brands -- 10786
Differentiating and Positioning:
Market positioning has been aided by agreements to utilize the great marketing and sales resources of Amazon.com. Infusium 23 is no exception and this strategy also includes more traditional Helen of Troy product lines such as curling irons and hair clippers. Product differentiation includes such aspects as an attractive sale price point of $7.99, an attractive new scent, redesigned bottles and better hair results (Gold, 2010). Price is a very important factor, as this consultant found out in a Google search on September 6, 2010. The second most popular search on the Google pull-down menu was for Infusium 23 coupons, even given the competitive price of the product currently. A great example of this can be found offered by algreens on not just Infusium 23, but related Helen of Troy products. The coupons bring the price down to a super low of $4.99 per bottle. Obviously, price…
Gibbs, David. (2010, July 11). earnings recap: helen of troy (hele) pops despite economic trojan war. Retrieved from http://wallstcheatsheet.com/trading-markets/earnings-recap-helen-of-troy-hele-pops-despite-economic-trojan-war/?p=14240/
Gold, Grace. (2010, August 16). Infusium 23 relaunches under new ownership with focus on hair health. Retrieved from http://www.stylelist.com/2010/08/16/infusium-23/
Helen of troy corporation. Retrieved from http://www.fundinguniverse.com/company-histories/Helen-of-Troy-Corporation-Company-History.html
Helen of troy fourth quarter conference call and year end conference call for 2009. (2009,
Marketing Plan for New Product
Marketing Plan: Dove Anti-Dandruff Shampoo
Marketing is an incredibly important function for any company (McCarthy, Perreault, & Saphiro, 2002). Whether the company is a small, sole proprietorship or a large corporation like Unilever, proper marketing is what will set a company (and a product) apart and keep it fresh in the minds of consumers. In order to have good marketing, a company has to have a plan on which it can focus. That plan may need adjustment occasionally, but the most important thing is to get that plan started and moving forward. Once that has been done, a company can focus on getting the product to market and convincing people that they should buy it. In order to do that, the company must consider the 4 Ps - place, product, price, and promotion (Cateora & Graham, 2002). There are other issues that will also be…
Cateora, P.R., & Graham, J.L., (2002). International marketing, 11th ed. New York: McGraw-Hill
Coughlan, R., & Connolly, T. (2001). Predicting affective responses to unexpected outcomes. Organizational Behavior and Human Decision Processes, 85(2), 211-225
McCarthy, K., Perreault J., & Saphiro, M. (2002). Basic marketing: A global-managerial approach. New York: McGraw-Hill
Pride, W.M. & Ferrell, O.C. (2003). Marketing. New York: Houghton Mifflin
Second, the reliability and ruggedized nature of the device needs to further be underscored to show that it is trustworthy and can still function even under adverse situations. Third, the ingenuity of the design and its creative use needs to be brought out more. The suction cup bracket is a case in point as is the continuous power saving feature of the SP-150 Solar Power Maintainer.
e-launch to All Sales Teams
One of the most common reasons that initial product introductions fail is the lack of confidence in the product by the sales force, or lack of awareness as to what it can accomplish for customers (Easingwood, Harrington, 2002). In the re-launch of the SP-150 Solar Power Maintainer both the direct and indirect sales teams need to be thoroughly trained on how to sell using benefits first. Extensive training materials are also necessary in addition to WebEx and other distance…
Easingwood, C., & Harrington, S. (2002). Launching and re-launching high technology products. Technovation, 22(11), 657-666.
Germann, F., Lilien, G.L., & Rangaswamy, a. (2013). Performance implications of deploying marketing analytics. International Journal of Research in Marketing, 30(2), 114.
Hauser, W.J. (2007). Marketing analytics: The evolution of marketing research in the twenty-first century. Direct Marketing, 1(1), 38-54.
Sommers, W.P., Nemec, J., & Harris, J.M. (1987). Repositioning with technology: Making it work. The Journal of Business Strategy, 7(3), 16-16.
Marketing Plan for Swagster
Swagster is a hybrid motorcycle cruiser that utilizes very little gas compared to the gas driven motorcycles. The cost of gas continues to increase, in most states in the United States in January 2011, the cost of gas is over $3.00 per gallon. According to the U.S. Energy Information (2011) the current cost for gas is about $90.30 per gallon which is high and it will continues to increase. The price of gas is one of the two biggest reasons for the high demand for hybrid transportation. Many scientist, environmentalist and concerned individuals are seeking transportation that is more environmentally friendly. Hybrid cars utilize far less gas, which is cheaper and better for the environment. Less carbon monoxide is released in the air, and fewer natural resources are utilized with hybrid transportation. According to the EPA today's motorcycle produce more harmful emission than a large sport…
Beintema, R. (2008). Suzuki Debuts all-new equator midsize pickup truck at 2008 Chicago auto show. Mississauga News. 1
Buche, T. (2008). The Mic Welcomes you to dealer expo 2008. Dealernews 44 (2) 116-117
EPA. (2003). In-depth information for motorcycle owners on EPA's New Emission Standards for Highway Motorcycles. United States Environmental Protection Agency. EPA420-045
Mahoney, P. (2007). Taking the roar out of the crowd: Hybrid Motorcycles. Future Technology. 79 (5) 98-100
Goals and Objectives
The primary objective of the assisted living facility is to provide a high quality of medical and support care to the maximum number of patients/consumers as is possible without experiencing a downturn in this quality of care, while maintaining a comfortable level of profitability for the facility's external stakeholders. The facility will become an asset to the hospital to which it is attached, rather than simply another branch of the larger hospital institution in need of the medical services this hospital provides. Along this same line, it is an objective of the facility to remain semi-independent in its operation and financial growth from the hospital at large; though financing and operations will be necessarily mixed for reasons of both practicality and efficiency, the operation of the assisted living facility as a semi-independent organization will increase the quality and innovation achievable within the assisted living facility to a…
AARP. (2010). "Housing." Accessed 7 June 2010. http://www.aarp.org/home-garden/housing/
AHCA. (2010). American health care association. Accessed 7 June 2010. http://www.ahcancal.org/Pages/Default.aspx
ALFA. (2010). "Growth strategies." Assisted living federation of America. Accessed 7 June 2010. http://www.alfa.org/alfa/Growth_Strategies1.asp?SnID=2
ALI. (2010). "Assisted living search." Assisted living info. Accessed 7 June 2010. http://www.assistedlivinginfo.com/search.html
The strategy is not unlike that applied by Apple with the iPod, which brought millions of new customers to the company.
The organization's broader strategy is to utilize the MLX routers to bring in these new customers. hen the customers are impressed with the superior performance of the MLX, they will look to Brocade for other solutions as well. In this manner, the company will leverage its new customers to build all of its lines of business, not just its router business. MLX will serve the gateway function, therefore. Margins on the other products will likely be higher than those taken on the MLX, especially after marketing costs are considered, so the primary role of the MLX line is to increase total customer volume.
The fact that the MLX is being marketed as a line supports this overall strategy. The broad range of target markets serves two essential functions. The…
Brocade.com website, various pages. (2010. Retrieved October 31, 2010 from http://www.brocade.com
Marketing plan examined here explores Estee Lauder's new 'Beautiful!' line of mineral make up (Cummings 2011). The plan shows how the line can take advantage of increasingly high price points, with campaigns directed at providing a sense of youthfulness and a promise for a youthful glow. Essentially, Estee Lauder is focusing on high end consumers by using a number of facets for their marketing campaign, including print and television advertising. The brand can also benefit from a strong presence in department stores and other retail outlets, whereas competitors, like Mary Kay are often sold through the weaker channel of independent sales consultants. One major positive element about the plant is the mentioning of future action plans to help reduce possible threats (Kotler 1994). It explores what the company can do to avoid falling into traps set up by its external threats, by setting up independently set up retail locations to…
Cummings, Loren. (2011). Marketing plan analysis: 'Beautiful!' cosmetics. MT450.
Entrepreneurial Small Business. (2011). Small business ideas: Creativity, opportunity, and feasibility. Chapter 4.
Kotler, Philip. (1994). Marketing Management: Analysis, Planning, Implementation, and Control. 8th ed. Prentice Hall.
Lippitt, Mary Burner. (2003). Six priorities that make a great strategic decision. Journal of Business Strategy.
For example, a cost effective way to reduce duty is by shipping the wine through the United States. This is because Australia has free trade agreement with the U.S. As a result, the wine could enter the U.S. (duty free) and then could be transported to Canada (under the North American Free Trade Agreement). In order to determine if this is: feasible and to find the quickest routes requires using various third party intermediaries. They could reduce the time and the costs involved in exporting the wine (based on their experience). ("Australia United States Free Trade Agreement," 2011)
As far as the marketer's overall control is concerned, these forces will depend upon: weather conditions and the underlying costs of shipping the product to stores, in this case, these factors are difficult to control, as the costs have been consistently rising thanks to: fluctuating currencies and volatile fuel prices. This is…
Australia United States Free Trade Agreement. (2011). Department of Foreign Affairs and Trade. Retrieved from: http://www.dfat.gov.au/fta/usfta/index.html
Cabernet Sauvignon. (2011). Wine Searcher. Retrieved from: http://www.wine-searcher.com/find/brown+brothers+cabernet+sauvignon
Patricia Cabernet Sauvignon. (2011). Wine Searcher. Retrieved from: http://www.wine-searcher.com/find/patricia+cabernet+sauvignon
Stafford, T. (2010). FM. Retrieved from: http://www.fm.co.za/Article.aspx?id=112787
2.5 Keys to Success
Major factors comprise:
* Consideration of customer (Marketing Plans, 2011).
2.6 Critical Issues
eing a growing and initial starter, Cherie's Hair Salon is in the exploratory period. Main issues regarding this are constant loom for financial reticent, possible extension at a rational charge as long as we can create a finance caring sagacity too (Marketing Plans, 2011).
3.0 Marketing Strategy
udget of marketing for Cherie's Hair Salon is based around appropriate distribution of limited resources. The money adhered for marketing have been used in other senses like paying rent. Selection of a mall with appropriate location has gained a lot of walk-ins due to traffic majority. Such sort of locations cause high costs than initially anticipated especially if the location of the shop in a fine commercial area (Marketing Plans, 2011).
Following marketing plans are expected to attract money for…
Taken from http://www.mplans.com/
Our targets are busy individuals with minimal opportunity to adhere to the TV advertisements, thus the need to adopt and implement other aspects if advertisements. One of the essential aspects of reaching the target audiences is integration of the concept of social media. Interactive social media platform would enhance interaction with the target audiences. This is through development of facebook profile for the marketing group, twitter account, and blogs enhancing the understanding of the concepts and application of the brands. This will relate to the essential role of technology in shaping interactions in the modern society. The marketing strategy will also focus on the printing of the adverts and development of billboards to meet maximum consumers. This will facilitate success of the marketing plan project in the context of Turkey. In order to enhance the reach of the target audiences, the project will focus on collaborating with Hadise as…
Consumer goods and retail report. (2012). Consumer Goods Industry Report: Turkey, (1), 3-14.
Industry Report Consumer goods and retail: Turkey. (2012). Consumer Goods Industry Report:
Turkey, (3), 1-17.
SWOT Analysis. (2010). Hindustan Lever Limited SWOT Analysis, 1-10.
Michael Porter (Porter, 2008)
b. The Offering
The Libertad will be designed as a communications and collaboration platform, making the process of customizing its many features seamless within the production process. From a software standpoint, the foundation of the Libertad will be the Google Android operating system, customized to allow for easy integration of components and functional add-ons. The Google Android operating system is chosen as the basis of the offering as it is open source and open license, two attributes that have contributed to its rapid ascent in popularity with handset and tablet PC manufacturers (Hardy, 2010). Apple has a very closed architecture and does not allow for this level of customization overall (Apple Investor elations, 2013). Apple also tracks the sales of devices and regularly publishes their analyses in their form 10Qs, 10Ks and reports filed with the Securities and Exchange Commission (Apple Investor elations, 2013). An analysis…
Apple, Investor Relations (2013). Investor Relations. Retrieved May 22, 2013 from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Josh Bernoff, Charlene Li. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Franke, N., & Schreier, M.. (2010). Why Customers Value Self-Designed Products: The Importance of Process Effort and Enjoyment. The Journal of Product Innovation Management, 27(7), 1020.
Tripat Gill, Jing Lei. (2009). Convergence in the high-technology consumer markets: Not all brands gain equally from adding new functionalities to products. Marketing Letters, 20(1), 91-103.
Ocean Village is UK-based and is uses the differentiated experience of offering families the opportunity to define their own cruise itinerary (Kwortnik, 2006). There is freedom as to when passengers will eat, what they choose to participate in, and the concept focuses on breaking out of the mold of highly predictable and regimented cruise programs. The two remaining brands, P&O Cruises Australia and the Yachts of Seabourn, each have highly differentiated experiences they market as well. The P&O Cruises Australia concentrates on the natural wonders of that region of the world and bringing Australian hospitality to the cruise experience. The Yachts of Seabourn are the high-end, luxury line from Carnival and have catered to the top 1% of incomes worldwide as a viable cruise vacation option, and as a result are often perceived as a completely different company (Dev, 2006).
The organizational structure to support these brands is decentralized (Kwortnik,…
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Boyle, P., & Lathrop, E.. (2009). Are consumers' perceptions of price-quality relationships well calibrated? International Journal of Consumer Studies, 33(1), 58-63.
Thijs Lennart Jaap Broekhuizen, Karel Jan Alsem. 2002. Success Factors for Mass Customization: A Conceptual Model. Journal of Market - Focused Management 5, no. 4 (December 1): 309-330
Carnival Annual Report (2009, November 30). Carnival 2009 annual report. Retrieved from http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9MzcxNDQ0fENoaWxkSUQ9MzY4NTEwfFR5cGU9MQ==&t=1
Nonetheless, the market and the industry are highly dynamic, and it is possible for competition in the specific sector to intensify in the future. In such a context then, it is important for the managerial team at South Beach Transport to construct their success on features other than the nature of the service provided. Some of the more notable key success factors include the quality of the products, the ability to create customer trust and loyalty, the ability to create operational efficiency and keep costs at a level as low as possible.
2.6 Critical Issues
South Beach Transport would be faced with a multitude of challenges, all of which have to be faced in order to create company success. At a more specific level, there are two critical issues, both depending on the quality of the managerial model. The first critical issue revolves around the need to efficiently manage the…
Burnstein, F., 2010, Supporting real time decision-making: the role of context in decision support on the move, Springer
Chaston, I., 1999, New marketing strategies: evolving flexible processes to fit market circumstances, SAGE
Don Santos, J., 2009, Trucks, Marshall Cavendish
Glader, M., 2006, Innovation markets and competition analysis: EU competition law and U.S. antitrust law, Edward Elgar Publishing
The marketing plan will be executed by way of setting a budget, and time frames. Then, the difference personnel who will need to implement the plan will be identified, and given tasks associated with this marketing plan. Furthermore, there will be a set of objectives that will guide the different team members with respect how what they are trying to achieve in implementing the marketing plan.
There are hundreds of individual tasks, but there are also hundreds of different people working in marketing for T-Mobile. There are content creators, digital marketing personnel, there are strategists, managers and analysts, all of whom will contribute to the effort. The marketing strategy for T-Mobile requires a lot of people to execute, so it is important that each functional manager reports back to an executive in charge of the strategy, to highlight the work that their team has done, in particular…
Rusty Moose Marketing Plan
The Rusty Moose sells a dining experience. Diners seek not only great food, but a total experience with ambiance, service and drinks as well. They come to the Rusty Moose not just for sustenance but for entertainment, to have a good time, to relax, and to feel welcome. The product on the menu is focused on game meat, cocktails, and interesting takes on traditional dishes such as Salisbury steak, meatloaf and stroganoff. The menu is varied, providing options for most diners, and an opportunity to explore the game meats of eastern Washington.
The cocktail menu features creative takes on classic cocktails, a list of local spirits. The other elements of the product are the ambiance, which is highlighted by the natural textures of wood and stone, rendered in a traditional upscale manner. The service, which is attentive, welcoming and professional, is among the best in…
Target Markets and Positioning
T-Mobile's plan will target the millennial and younger generations, predominantly in urban and suburban areas. This target market is definable enough that the company can develop promotional campaigns for it. The key element in this market is the way that these two generations work with technology. They are the most digitally-engaged market and are driving smartphone usage (Lipman, 2017). They are the most mobile-forward generations, having essentially come of age in the digital age and in the mobile age respectively. These markets are heavy data users, but not so attached to the phone aspect, something that can be built into the promotional plans. T-Mobile will position itself as the mobile company for youth, the one for people who live mobile,.
The way that T-Mobile structures its plans will determine, ultimately, how appealing the company is to this market. This is the most desired market…
Investopedia (2017). Penetration pricing. Investopedia. Retrieved December 1, 2017 from https://www.investopedia.com/terms/p/penetration-pricing.asp
Lipman, A. (2017). 5 interesting facts about millennials\\' mobile app usage from the 2017 US mobile app report. Comscore. Retrieved December 1, 2017 from https://www.comscore.com/Insights/Blog/5-Interesting-Facts-About-Millennials-Mobile-App-Usage-from-The-2017-US-Mobile-App-Report
Nielsen (2016) Millennials are top smartphone users. Nielsen. Retrieved December 1, 2017 from http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html
Marketing Plan for Kaiser Permanente
For nearly three-quarters of a century, Kaiser Permanente (hereinafter alternatively “Kaiser” or “the company”) has provided quality health care to a growing number of customers (About us, 2018). Indeed, today, Kaiser has more than 12 million members and its future appears bright providing the company can capitalize on its core competencies using a marketing plan that focuses on achieving its current and future organizational objectives. The purpose of Part A of this marketing plan is to provide a framework in which the company can achieve its current and future marketing objectives in an increasingly volatile and competitive marketplace based on the assumptions listed below.
Statement of assumptions
The following assumptions apply to this marketing plan:
· The marketing data provided by the company and third-party analysts are accurate and complete;
· Current trends in changing demographics in the U.S. population will create an…
About us. (2018), Kaiser Permanente. Retrieved from https://share.kaiserpermanente.org/article/ history-of-kaiser-permanente/.
Blank, C. (2015, March). More than 40 novel drugs won FDA approval in 2014. Drug Topics, 159(3), 44.
Cutler, D. (2015). The quality cure: How focusing on health care quality can save your life and lower spending too. Berkeley, CA: University of California Press.
Durkheimer, M. (2018, January 29). Does Obamacare still exist? Forbes. Retrieved from https://www.forbes.com/sites/michaeldurkheimer/2018/01/29/does-obamacare-still-exist/.
Fast facts about Kaiser Permanente. (2018). Kaiser Permanente. Retrieved from https://share.kaiserpermanente.org/article/fast-facts-about-kaiser-permanente/.
Ferenc, J. (2015, May). Kaiser Permanente commits to increased renewable energy use. Health Facilities Management, 28(5), 7.
Field, R. I. (2008, October). Why is health care regulation so complex? Physical Therapy, 33(10), 607-608.
Hunt, R. (2013, October). Game on! New technologies deliver much-needed excitement to employee wellness initiatives. Communication World, 30(7), 23-26.
Company and Product Overview
Herschel Supply is a Vancouver-based company that specializes in backpacks and similar items. The company was founded in 2009 and has become quite trendy, experiencing strong growth since that time (Herschel Supply, 2017). They now sell in the US, Hong Kong, Australia, New Zealand and more, in addition to their home market. Herschel products are sold at a premium, and are known for their simple, elegant styling, and sturdy construction.
The company is now planning to expand its product line into suitcases. This is a natural extension given the current flagship product is backpacks, and the company already produces smaller travel bags. Launching a line of suitcases would give Herschel not only a natural extension, but access to a large market. The suitcase business is highly competitive, but there are no brands that have the same brand image and attributes that Herschel brings, so executives believe…
Cheng, C., Chang, M. & Li, C. (2013) Configural paths to successful product innovation. Journal of Business Research. Vol 66 (2013) 2561-2573.
Cooper, R. (1994) New products: the factors that drive success. International Marketing Review. Vol. 11 (1) 60-76.
Cooper, R. & Kleinschmidt, E. (1995). Benchmarking the firm\\'s critical success factors in new product development. Journal of Product Innovation Management. Vol. 12 (1995) 374-391.
DeBenedetto, C. (1999) Identifying key success factors in new product launch. Journal of Product Innovation and Management. Vol. 16 (1999) 530-544.
Social Media Strategy
This document outlines the social media strategy to promote an e-book as part of an inbound marketing campaign for a B2B software company. The company has some data on its target audience and their social media usage, and this information is helping to drive this strategy. The strategy will be focused on lead generation and ROI objectives. There will be a mix of unpaid social media posting, and paid social media ads, with the objective to generate interest in, and entice the downloading of the e-book. The form for the download is where the leads will be collected, and this will form the basis for the evaluation of this particular social media campaign.
Social Media Strategy
The purpose of this social media strategy document is to outline the external social media strategy for the company. This document will cover the following: social media platforms, target…
Hubspot (2018) What is inbound marketing? HubSpot. Retrieved April 1, 2018 from https://www.hubspot.com/inbound-marketing
Parker, S. (2018). Snapchat for business: A guide for marketers. HootSuite. Retrieved April 1, 2018 from https://blog.hootsuite.com/snapchat-for-business-guide/
Perez, S. (2018). What\\'s App officially launches its app for businesses in select markets. TechCrunch. Retrieved April 1, 2018 from https://techcrunch.com/2018/01/18/whatsapp-officially-launches-its-app-for-businesses-in-select-markets/
ABC Marketing Plan (FERO BEAUTY)
The company in question is Fero Beauty. Fero Beauty is a boutique that sells the latest, fashionable and chic clothing, shoes, and accessories for women in the market. The company will be situated in Manhattan, New York City. Specifically, the product offerings will include shoes, accessories such as bracelets and earrings, and clothing for women such as dresses, jeans, and blouses.
In this section of the marketing plan, I will share the company’s pricing and distribution strategy, integrated marketing communications plan, public relations, sales promotion, and personal selling plan, competitive analysis, online and direct marketing plan, and social responsibility/cause-related marketing plan.
Pricing and Distribution Strategy
Pricing alludes to the practice of a business setting the price for retailing its products and services. Distribution channels encompass the course and path through which products move from production to end-user consumption. This section discusses the pricing and…
Fero Beauty is a boutique that sells the latest, fashionable and chic clothing, shoes, and accessories for women in the market. The company will be situated in Manhattan, New York City. Specifically, the product offerings will include shoes, accessories such as bracelets and earrings, and clothing for women such as dresses, jeans, and blouses. The purpose of this paper is to explain a comprehensive marketing plan for the company. The marketing plan will include the mission statement, short-term and long-term goals, and the suitable ways of measuring them, an environmental analysis, and SWOT analysis.
Mission Statement and Vision Statement
The mission statement of the company is \"To make every consumer feel stylish, chic and beautiful in every way.\"
The vision statement of the company is, \"Transform the fashion world one item at a time.\"
Short Term and Long Term Goals
The short term goals of the company…
One of the first choices a diner makes when selecting a restaurant is whether to choose a chain or an independent venue. Chain restaurants offer consistency in their menus and the level of quality and service they offer. But as chains grow, the level of quality can become more variable and priorities can shift from pleasing patrons to serving the needs of stockholders. In contrast, the Rusty Moose is an independent restaurant that provides a unique dining experience to new and loyal customers.
Some weaknesses that come from being an independently-owned restaurant include the costs of marketing and the challenges of building and sustaining a loyal customer base. The immediacy and trust that customers develop over time with a restaurant becomes an integral part of its brand and must be continually reinforced for the restaurant to grow.
One advantage for an independent restaurant is its ability to create…
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.
This is genuine comfort food, rather than processed food or food that is so decadent most customers will not want to eat it more than once of twice.
ho are your competitors?
The primary competitors are other dessert trucks, such as the Treats Truck, Dessert Truck and Sweet Streets. Established NYC bakeries such as Magnolia and Crumbs also have a loyal following which could rival La Duree ("Checking out the marcarella and yoko at the Street Sweets truck," Midtown Lunch, 2009). The Bouchon Bakery is a French bakery famous for its macaroons, as is the Macron Cafe.
How can you stand out from the crowd?
Marketing macaroons as the 'genuine article' from a recipe specific to Paris will be a cornerstone of the marketing. Said David Lebovitz, who lives in France: "I'm also a firm believer in cultural divides; there are some foods from other cultures are best left to…
Bouchon Bakery. Official Website. [April 16, 2011].
"Checking out the marcarella and yoko at the Street Sweets truck." Midtown Lunch.
November 2, 2009. [April 16, 2011].
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 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/
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
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
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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…
JG's fashion style is characterized as a mix of the following genres: commercial, trend-based, art focus / cultural / theme-based, couture high fashion and mid-market. In essence, JG's fashion style encompasses from low to high fashion markets, historical to contemporary arts and cultures.
IV. Target Market
JG's target markets for fashion advertising are Australian mid-range boutiques and high fashion brands. These boutiques and brands are known for having edgy and unique fashion images. Brands fitting this profile include the following, to name a few: Ellery, Lover, omance was Born, Bec and Bridge, Sass & Bide, Karen Walker, Lonely Hearts, Camilla and Mac, Zimmerman.
Within the fashion editorial sector, JG targets magazines that offer exclusive international fashion and showcase the work of leading Australian photographers and up-and-coming fashion design talent. The demographic foci of these magazines are people who have a passion for fashion, art, graphics, photography, illustration and street culture.…
"Designer fashion in the Australian market." (November 2008). New Zealand Trade and Enterprise.
Weller, S. (October 2007). "Beyond 'Global Production Networks': Australian Fashion Week's Trans-sectoral Synergies." Centre for Strategic Economic Studies, Victoria University.
Marketing Plan for Glisten & Shine
Glisten & Shine is jewelry and accessories-based company and shall be providing a variety of jewelry items such as necklaces, earrings, rings made from special customized gems, and later on would be diversifying its product line into bracelets, cufflinks, tie-pins, jewelry hair-pins and hair accessories, belts etc.
G&S's jewelry will be special as the customer will be able to re-use it over and over again and dye and re-dye it to suit his requirements, without spoiling the natural look. For making our product eye catching, we will make use of semi-precious, transparent and/or opaque crystal gemstone that will be coated with a special paste providing a natural precious look to the gemstones.
Glisten & Shine provides a unique product concept in a relatively maturing jewelry industry. This will give us an edge because customers are in that stage where they want something trendy as…
Amine, Lyn S.; Magnusson, Peter (2007). Cost-Benefit Models of Stakeholders in the Global Counterfeiting Industry and Marketing Response Strategies. . Multinational Business Review (St. Louis University), Vol. 15 Issue 2, p63-85. 23p.
Brassington, Frances & Pettitt, Stephen (2008). Principles of marketing, 4th edition, England, Pearson Education.
Findlay, Stephanie (2010). Jewelry for the masses, Vol. 123 Issue 25/26, p60-60. 3/5p.
Kay, Mark J (2010). Marketing and the Effects of Recessions. Phi Kappa Phi Forum, Vol. 90 Issue 2, p18-19. 2p.
All legal stipulations in regard to the usage of licensed and branded merchandise would be respected.
It is initially expected that the aerobics class would sell subscriptions to 1,500 customers. This high volume of sales would be due to promotional offers which promote the aerobics class at lower retail prices. As the promotions expire however, a small decline in the number of sales is expected. The company is however confident that it will manage to sell an estimated 1,300 products following the expiry of the promotions and that it will be able to sustain this level. Additionally, organizational improvements in the product offer and new marketing campaigns would also be implemented and they would attract new customers and as such generate more sales.
Three sponsorships contracts are to be signed -- they have already been negotiated and they would be completed as the project is launched.…
Beech, J., Chadwich, S., 2007, The marketing of sport, Pearson Education
Kotler, P., Armstrong, G., 2010, Principles of marketing, 13th edition, Pearson Education
Luther, W.M., 2001, The marketing plan: how to prepare and implement it, 3rd edition, AMACOM Div American Mgmt Assn
Mills, G., 2002, Retail pricing strategies and market power, Melbourne Univ. Publishing Schlossberg, H., 1996, Sports marketing, Wiley-Blackwell
e. English-Mandarin) or for multiple packs (i.e. 12 language packs). There is only one competing product on the iPhone App Store and it does not have these capabilities. The product is a complement to the existing line of iTravl translators and Lingvosoft applications for other high-end multi-function mobile devices.
Because the product has a high-end position, it should be priced accordingly. The current prices for Palm OS for example range anywhere between $79 for single language packs to $199 for multiple language packs. The iPhone applications should be priced within a similar range. The current competitor Mobile Glot has their basic dictionaries priced for free, which reflects the low quality of their product relative to Ectaco's products.
The placement for this product will be the iTunes App Store. This is the sole outlet for such applications specific to the iPhone. The target market searches the app store for these products…
Translation.net. (2010). Handheld devices and PDA software & utilities. Translation.net. Retrieved January 25, 2010 from http://www.translation.net/handheld.html
Middleton, C. (2009). Let technology do the talking: Testing mobile translators in Chinatown. The Telegraph. Retrieved January 25, 2010 from http://www.telegraph.co.uk/travel/travelaccessories/4370561/No-longer-lost-in-translation-Testing-mobile-language-devices-in-Chinatown.html
FedSpending.org. (2010). Contracts to Ectaco. FedSPending.org. Retrieved January 25, 2010 from http://www.fedspending.org/fpds/fpds.php?company_name=ectaco&sortp=r&detail=0&datype=T&reptype=r&database=fpds&fiscal_year=2005&submit=GO
White, J. (2008). Start your engines: Mobile application development. DevX.com. Retrieved January 25, 2010 from http://www.devx.com/SpecialReports/Article/37693
Marketing Plan of Hairdressing Industry
Marketing Plan in the Hair Dressing Industry
Hairdressing Industry Marketing Plan
Abstract (Paper Summary)
The following is a report resulting from a feasibility tour on the Stratford Shopping Complex. It offers a wide range of business, but the concept behind the study is to identify a gap and concretize it into a business idea. The idea, according to this context, has been identified as the lack of address to the African hairdressing market. This paper has detailed an explanation and justifiable aspect of developing the new business idea to be implemented. Also, a brief description on market segmentation and mix towards the targeted clientele has been given. It has been concluded by an overview of effectiveness of implementing the business idea as well as recommendations to be necessitated in ensuring the objectivity and success of the gap to a business plan.
In every business…
Johnson, D.M.C. 2011. How to Break into the Beauty Business. Small Business Advice.
Kitchen, P.J & Proctor, T. 2001. The Informed Student Guide to Marketing. New York: Cengage Learning.
Kohlbacher, F. 2010. The Silver Market Phenomenon: Marketing and Innovation in the Aging Society. New York: Springer.
Lamb, C.W. 2011. Marketing. New York: Cengage Learning.
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
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
Overall Marketing Strategy
The group's marketing strategy is focused on raising awareness on social issues concerning today's society and taking a stance of the real world, rather than encourage costumers to buy its products.
Considering the large product diversification characterizing Benetton's portfolio, it is very difficult to define the manufacturer's main competitors, as it's difficult to define it's industry. Thus, according to Hoovers.com (Accessed January 2009), the company's top 3 competitors are: Inditex, GAP and H&M. Inditex is a Spanish based, clothing group, which is considered to be Benetton's main competitor as it designs and retails its own products. It is also a global company managing over 3,690 stores in 68 countries. GAP is an American-based company with 4,250 stores worldwide. Unlike the Italian company, GAP doesn't manufacture its products, being responsible only for the retailing part. H&M is a Swedish-based company with over 1,500 stores in…
Annual Report - Benetton. 2008.
Annual Report - H&M. 2007.
The bottled water industry is an extremely dynamic one which has brought the players major revenues. Seeing the great potential for further profits, new companies have emerged and some of the already existent ones merged as to get better comparative advantages. Evian's main competitors are the Perrier Group, Aquafina and Dasani, and all these have engaged in marketing operations to differentiate themselves from the newly entered players and consolidate their position in the international market. The Perrier Group based their marketing campaigns onto radio announcements in order to reinforce their brand; Dasani has launched a new television advertisement featuring the Commodores and other funk stars; and Aquafina (from PepsiCo), has developed a televised campaign based on advertisements featuring celebrities (Hein, 2001).
3.4 Target Market
The target market is identified through the application of the segmentation criteria. The most commonly used such criteria include age, cultural background, economic and social status,…
Danone Group 2005-2006 Annual Report, Retrieved at http://finance.danone.com/phoenix.zhtml?c=95168&p=irol-reportsAnnual2005on April 3, 2008
Hein, K., May 21, 2001, Water Competition Heats Up; Summer Awash with a Bevy of Ads, Brandweek
1988-2008, Oxygenated Water, Tools for Wellness, http://www.toolsforwellness.com/oxygenated-water.htmllast accessed on April 3, 2008
2002-2007, the Marketing Mix (the 4 P's of Marketing), Net MBA, Business Knowledge Center,
Whether one is browsing through Cosmopolitan or any other magazine all the leading glossies will have special pages adorning the advertisement of this fashion brand of women's tops.
High Fashion brands try to explore new avenues to further build their association with high-end target market by linking themselves to certain events and programs as part of their promotional techniques. 'Flamenco' would also make association with major Hispanic events already in place. We will also start a 'Flamenco Dance' campaign as an event that would celebrate colorful dances and clothes of Latinos.
Budgets and Controls
It is proposed that the marketing budget to launch the advertising and promotion campaign that includes print advertising, celebrity hook up, outdoor advertising and other initial activities should be considerable. Initial marketing budget will run in millions that is separate from the product development cost and infrastructure investment. Also exclusive boutiques opened will also have a…
Elias, Cristina. 'Young Hispanics and Hip Latinos' September 13, 2005. Ahorre.com. 21 May 2006 http://www.ahorre.com/blog/hispanic_marketing/us_hispanic_market/young_hispanics_and_hip_latinos/
LATINA FLAVOR: Today's Hispanic Woman Feasts On Fashion' 3 October 2005. Cotton Incorporated.
21 May 2006 http://www.cottoninc.com/lsmarticles/?articleID=416
LATINA CLOTHING LOVERS: Clothes shopping is a passion for many Hispanic-American women' 19 October 1998. Cotton Incorporated.
They will also be in charge with packaging the product.
4.2 Distribution Strategy
The distribution channel will be considerably simplified given that the PortAlarm is a DIY system. Therefore, company will no longer have to send their electrician to install the alarm system. His presence within the company is however compulsory for he will have to attend any complaints and additional services required by the buyers.
The distribution will be a direct one, no intermediaries interfering in the process. The client will be able to pick up the product form the company's location, reducing as such the company's logistic expenses.
4.3 Promotion Plan
The PortaAlarm will be promoted both directly and indirectly. The direct strategies imply that Starlet Alarms will present the new product to their customers with the aid of their sales representatives. The telesales staff will contact the past customers they have in the company's database and will…
"Beautiful!" -- Scented makeup by Estee Lauder
Scented makeup is not a new concept. Many little girls love wearing scented lipstick and gloss in the flavors of bubblegum and peanut butter and jelly. However, enjoying scented lipstick is often a delight female consumers forgo when they become adults, other than a guilty sniff of their daughter's Tinkerbell or Bonne Bell makeup drawer. This new product would enable adult consumers to have that same pleasure, only with high-quality Estee Lauder makeup. This product will also address an increased desire consumers have for 'customized' beauty products filled with a sense of youth and vigor (5 spring makeup color trends, 2011, efinery 29). As well as makeup that suits the user's skin tone, the selected scent of the makeup will also speak volumes about the wearer.
Although the economy still remains on shaky ground, demand for luxury products like…
5 spring makeup color trends. (2011).Refinery 29. Retrieved November 1, 2011 at http://www.refinery29.com/2011-makeup-color-trends
Clifford, Stephanie. (2011). Even marked up, sales of luxury goods fly off the shelves.
The New York Times. Retrieved November 1, 2011 at http://www.nytimes.com/2011/08/04/business/sales-of-luxury-goods-are-recovering-strongly.html
Estee Lauder. (2011). Official Website. Retrieved November 1, 2011 at http://www.esteelauder.com/cms/looks_tips/index.tmpl-cm_mmc=MSN-_-TM-BRAND-EXACT-_-Category-LiveChat-_-Estee%20Lauder%20How%20To
The author of this report is asked to focus on the SOSTAC model when analyzing a given website as it relates to the commercial opportunities that are available. The place and area to be analyzed is Sheringham and what commercial opportunities would be available there. The analysis, objective and strategy portions of the SOSTAC model are the only parts that will be covered in this report.
At first glance, there would seem to be a litany of commercial opportunities available at Sheringham. First, the area is already widely known given the numeral awards it has been given including Silver Gilt in Britain, Silver in Anglia in Bloom and Silver Gilt Anglia from 2008 to 2011 continuously. There is also mention of the fact that the area attracts all age groups and not just certain ones. A quick analysis shows that Sheringham is a coastal resort town that…
For intermodal exports such as bottling factory equipment we will utilize CPT (carriage paid to) and CIP (carriage and insurance paid to) in place of CIF for all modes of transportation including intermodal.
A in some negotiations we will use FOB (free on board) for bottling plants that purchase from us directly at a buyer named port of export where we quote the buyer a price that will cover all costs up to and including the loading of goods aboard a vessel.
Pro Forma Invoice - During the initial export transaction, we will utilize the pro forma invoice.
Pro forma financial statements and budgets marketing budget selling expense
Actual selling expense 6/30/2004 $0
Projected selling expense 6/30/2005 $450,000 advertisement promotion expense
Actual advertisement expense 6/30/2004 $0
Projected selling expense 6/30/2005 $150,000 distribution expense
Actual distribution expense 6/30/2004 $0
Projected distribution expense 6/30/2005 $104,000 product cost
Actual product cost 6/30/2004 $0…
Boston Beer Company. (2004). Company Overview. Retrieved December on 10, 2004, at http://www.bostonbeer.com/phoenix.zhtml?c=69432&p=irol-overview
Durgee, Jeffrey F., Gina Colarelli O'Connor, and Robert W. Veryzer. "Translating values into product wants." Journal of Advertising Research Vol. 36 (1996).
CIA World Fact Book. (n.d.). Argentina. Retrieved December on 10, 2004, at http://www.cia.gov/cia/publications/factbook/geos/ar.html
Yahoo Finance. (2004, December 9). Boston Beer Company. Retrieved December on 10, 2004, at http://finance.yahoo.com/q/is?s=SAM&annual
Marketing Plan of Cingular Wireless
Cingular Wireless is a U.S.-based company that is focused on providing cellular mobile services through its wireless data services, which includes GSM and TDMA technologies. GSM (Global Systems for Mobile Communication) technology is the most basic form of wireless service that allows users to receive data service by connecting their mobile phones to cell site towers of Cingular. TDMA (Time Division Multiple Access) technology, meanwhile, allows users to use the same communication medium over different time slots. With the help of these technologies, Cingular Wireless is able to offer services ranging from text messaging, voice calls, and even multi-media messaging (MMS) that allows users to capture images and use video streaming/messaging with the use of their mobile phones.
Cingular Wireless' Promotions strategy is geared toward the mass communication media, such as broadcast (television) and print media. Through these very powerful media forms, Cingular was able…
Cingular Wireless Official Web site. Available at http://www.cingular.com.
Leotta, J. "A Singular Stance: Cingular's Commitment to Creative Expression." 17 June 2002. iCan! Incorporated Web site. Available at http://www.ican.com/news/fullpage.cfm/articleid/73-85BA77B465798635/cx/employment.for_employers/article.cfm .
Mucha, T. "Cingular Sensation?" 19 March 2003. Business 2.0 Newsletter Online Web site. Available at http://www.business2.com/articles/web/0,48145,00.html.
Once the report is analyzed, we have a sense of how the SOT will shape up. However, this must be supplemented with sources that have less bias. For a company analysis, this tends to be the financial news, of which there are dozens of quality sources. Academic research seldom provides sufficient or timely insight into a company's operations, but may have value for broad-based issues. The insurance industry, for example, is the subject of economics-related academic papers. However, the financial markets are driven by access to detailed, accurate and timely information. Money, rather than academic reputation, is at stake, and that makes these sources far more valuable in our ability to understand a company and its operations. Thus, the financial news should be scoured for facts, insight and analysis with regards to Allstate's operations and role within the insurance industry.
The process used to learn about Allstate will need to…
No author. (2008). Commercial Insurance 2008. Insurance Information Institute. Retrieved August 6, 2008 from http://www.iii.org/media/facts/
No author. (no date). Considerations in Writing Success Criteria. University of South Carolina. Retrieved August 6, 2008 at http://hr.sc.edu/profdevp/classes/epms/handouts/epms.handout4.pdf
No author. (2008) Gap Analysis. University of Cambridge. Retrieved August 6, 2008 at http://www.ifm.eng.cam.ac.uk/dstools/choosing/gapana.html
Barr, Stacey. (2008). How to Make Your Performance Measurement Plan Realistic. ArticleBase. Retrieved August 6, 2008 at http://www.articlesbase.com/management-articles/how-to-make-your-performance-measurement-plan-realistic-510016.html
The approach Sony continues to take is one of concentrating on continual process improvement to become more agile and resilient in the face of environmental factors (Olenick, 2010) while at the same time seeking to comply with national requirements for sustainability and green initiatives including supply chain compliance (Svensson, 2009).
Legal Factors -- Sony has a culture that embraces learning as a virtue, and continually strives to gain insights from the experiences of other Japanese companies and their legal and regulatory lessons learned. The case mentioned earlier of Toshiba Machinery Company and their sales of unauthorized milling machines to the ussians decades ago still is a foundational element of Japanese ethical training for managers (Ohishi, Naoto, 1993). As the United States and other western nations have continually seen the level of compliance and reporting escalate up through government edict, Sony has continually had to increase its focus on contract management…
Marketing of Small and Medium Sized High Tech Companies. Journal of Euro - Marketing, 12(2), 5-27.
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Business Line: MARKETING: TV, laptop to lead Sony sales. (2010, December). Businessline.
Luis J. Callarisa Fiol, Miguel a. Moliner Tena, & Javier Sanchez Garcia. (2011). Multidimensional perspective of perceived value in industrial clusters. The Journal of Business & Industrial Marketing, 26(2), 132-145.
Mission and Business Objective
Products and Services
Keys to Success
Economic Value Added
Cash Value Added
Cash Flow eturn on Investment
This report is a detailed marketing plan for a new financial service company called Online Analyst, Inc. The company is a combination database management company that also specializes in the financial services markets. The company will offer a plethora of information, data and financial-based market services such as online real time market segment analysis, brokerage services and information 'black box' management for the data industries clients. This plan therefore serves as an evaluation and summary of the organization's marketing and business processing options. Online Analyst, Inc. will utilize this foundation document to design, implement and integrate the company's new series of business products and services into a viable consumer and sales blueprint.
On-Line Analyst, Inc. is an organization that takes advantage of existing market analysis…
Altschuler, Stuart, et al. (2002). "Pricing Analysis for Merrill Lynch Integrated Choice." Interfaces: January -- February, Vol. 32, No. 1: 5-19.
Carliner, Saul. (1999). Writing Business Objectives: A Key Tool for Demonstrating the Value of Technical Communication Products. The Commerce of Content. Retrieved on April 22, 2005, from Saul Carliner Web Site at: http://saulcarliner.home.att.net/idbusiness/casestudy.htm
Durgee, Jeffrey F., Gina Colarelli O'Connor, and Robert W. Veryzer. (1996). "Translating values into product wants." Journal of Advertising Research Vol. 36.
Gill, Philip J. (1999). "Business Snapshot -- Business Modeling Tools Help Companies Align Their Business And Technology Goals." Information Week. April 19.
Marketing Plan -- Translator Connect Services
Marketing Plan -- Translator Connect
Marketing Plan for Translator Connect Services
This section outlines the marketing plan for Translator Connect Services. The plan consists of four components: Target market analysis, promotional strategies, marketing communications, and sales and marketing channels. The section below briefly describes the services and attributes of the translation services business.
Translator Connect Service Offering.
Translator Connect Service provides translation services to business, government officials, and travelers who must transact business in foreign lands. Translation services are offered to clients in two ways: Live translators may be accessed via a toll-free phone number in order to provide direct translation during the business transaction. The estimated translation accuracy for this option is 75%. Customers may also access translation services by using a phone application that instantly converts in-put voice to digital text which can be read aloud to the native speaker. This second…
Derval, D. (2007, July 12). Wait marketing: Communicate at the right moment at the right place. Business: Marketing eZine Articles. Retrieved http://ezinearticles.com/?Wait-Marketing:-Communicate-at-the-Right-Moment-at-the-Right-place&id=639759
Kurtz, D.L. MacKenzie, H.F., & Snow, K. (2009). Contemporary Marketing, (3rd ed.). Victoria, UK: Thompson-Southwestern. Retrieved http://books.google.com/
Lamb, C.W., Hair, J.F., Jr., & McDaniel, C. (2008). Essentials of marketing. (3th ed.). Cengage Publishing. Retrieved
Grooming not only helps in zeroing in on external parasites and skin wounds, and does not allow fur to fall on furnishings, it also helps in spending a good quality time establishing a quality time with the feline friend. In case of shorthaired cats, one can use a metal comb which is fine-toothed on a weekly basis and a rubber brush or natural bristle to eliminate the traces of dead hairs. ("Grooming Cats," n. d.) ii) Price:
It is important to note that quality and price are the two most vital needs of a balanced marketing mix and hence either one in the absence of the other is most definitely to fail. At the time of fixing the pricing structure it has to be ensured that one squares off his overhead, including a profit and compare with other companies offering a same dog grooming service. In order to do this,…
Kirsten, Jacob. (1995, Winter) "Costing and pricing information services" Fee for service, vol. 2, no. 1, pp: 1-7.
Middlebrooks, Britanny. (2007, Sep) "Pet love mobile dog grooming"
Retrieved 25 January, 2008 at http://www.associatedcontent.com/article/376515/pet_love_mobile_dog_grooming.html
N.A. (2007) "Dog washing and grooming outside your home -wherever you live" Retrieved 25 January, 2008 at http://www.dialadogwash.com/dadwservice.html
Likewise, McCain (2003) reports that, "The United States is a dog-loving nation. The American Veterinary Medical Association says about 36% of U.S. households own dogs, compared with 31% that own cats. The most popular breeds, the American Kennel Club says, are Labrador retrievers, golden retrievers and German shepherds" (2). According to the Southwest Boston Dog Owners' Group (2007), "The number of licensed dogs in Boston is 8,500; Animal Control estimates the total number of dogs in the city is 40,000" (Petition to Boston City Council and Mayor's office 4).
The results of the 2000 census of Boston showed that the city enjoys a healthy percentage of middle- to upper-middle class residents as shown in Table ____ below.
2000 Census Breakdown of Household Incomes in Boston.
Less than $10,000
10,000 to $14,999
15,000 to $24,999
25,000 to $34,999
35,000 to $49,999
50,000 to $74,999
Barker, Randolph T. (2005). "On the Edge or Not? Opportunities for Interdisciplinary Scholars in Business Communication to Focus on the Individual and Organizational Benefits of Companion Animals in the Workplace." The Journal of Business Communication 42(3):299.
Boston Housing Authority: Elderly & Disabled Housing Program Pet Policy. (October 1, 2000). Boston Housing Authority. [Online]. Available: http://www.bostonhousing.org/pdfs/OPS2003ElderlyPetPolicy.pdf .
Dennick, Reg and Kate Exley. Small Group Teaching. New York: RoutledgeFalmer, 2004.
Goldberg, Jonah. (2002, December 9). "Man Bites Dog: The Axis of Evil Takes on Canines," National Review 54(23):37.
This marketing plan details Itcorp's business model. It addresses the company's mission, policies, strategies and objectives to achieve profitability. Itcorp's integrated software and hardware solutions for healthcare providers are described at length, as well as objectives for the long-term.
Itcorp plans to begin operations starting in January 2006. One thing that is unique about Itcorp is how it got its start. In 1988, two partners, Max Renfield and C.L. Rotwang, decided to start Jetson's, a business offering IT solutions to companies in the small to medium size range; in those days, the market was segmented mainly according to size. In the early 1990s, many of the companies Jetson's had been serving had grown to the point that the company's IT solutions were no longer adequate and so the company had to expand its product line to continue to serve these customers (and prevent them from switching…
Infoplease (2005). United States - Largest Cities. Retrieved April 24, 2005 from the Infoplease Website: http://www.infoplease.com/ipa/A0108121.html .