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Marketing Strategy for Burberry in Fist Half of 2012
The organization I have decided to propose a new marketing strategy for is Thomas Burberry. This organization is a distinctive luxury brand with international recognition and broad appeal. They design, source, manufacture and distribute high-quality apparel and accessories. Burberry was founded in Basingstoke, England in 1856; they have a unique heritage associated with Great Britain and position themselves as the authentic British lifestyle brand. From their founding, Burberry have established a reputation for innovation, quality and style through developments such as the invention of gabardine, which the organization believe was the world's first weatherproof and breathable fabric and the creation of iconic products, including the trench coat and of the Burberry check.
I believe that it is time for a new marketing strategy for the Burberry London perfume, because although the perfume was introduced not long ago- the men's fragrance was…
Aaker, D. 2008. Strategic Market Management. Wiley Press: New York, NY.
Abell, D. 1980. Defining the Business: The Starting Point of Strategic Planning. Prentice Hall: New York, NY.
Baker, M. 2008. The Strategic Marketing Plan Audit. Cambridge Strategy Publications: London, UK.
Burberry. 2012. Burberry Financial Highlights. Accessed 12 Feb 2012.
Sales and Marketing Strategy
Barkwood Pet Daycare: Sales and Marketing Strategy
Marketing message refers to the component that plays a critical role in grabbing the prospective attention while offering information on how to solve the problems and the need to trust the organization in question. It is also critical in the decision-making process by the consumers to adopt and integrate valuable reasons to execute transactions with the organization above any and all choices they have within the context of the market or industry of operation. The main rationale for the success in the development of an effective marketing message is the generation of an efficient communication garget in relation to the needs and wants of the target audiences (Kolsarici & Vakratsas, 2010). Five steps are critical in the development of an effective marketing message. The first step is the identification of the target market of the…
Kolsarici, C., & Vakratsas, D. (2010). Category- Versus Brand-Level Advertising Messages
in a Highly Regulated Environment. Journal Of Marketing Research (JMR), 47(6),
Thompson, D.V., & Malaviya, P. (2013). Consumer-Generated Ads: Does Awareness of Advertising Co-Creation Help or Hurt Persuasion? Journal of Marketing, 77(3), 33-
The positioning is akin to a casual version of fine dining, taking concepts from that segment an applying them to a mainstream audience. In doing so, we feel that we will offer an experience superior to that of other casual dining establishments.
e view are target market strategy as being congruent with the fun, innovative and youthful image we project. e intend to skew younger than a typical casual dining restaurant in order attract an audience that is ready to trade up from casual dining and fast food -- and has the means to do so -- while not being ready to move into fine dining yet. This target, we feel, is the target that our food will appeal to and is also the target audience whose needs are not being met by the firms currently in the casual dining industry.
Overall, our marketing strategy and our product strategy is…
White, S. (2010). Brand strategy. Brand Identity Guru. Retrieved May 1, 2010 from http://www.brandidentityguru.com/brand_strategy.htm
Quenque, D. (2007). Polishing up the apple in Applebee's. New York Times. Retrieved May 1, 2010 from http://www.nytimes.com/2007/10/25/business/media/25adco.html
Long, L. (2004). Culinary tourism. Lexington, KY: University Press of Kentucky.
One interesting aspect of small, specialty stores is that they may not even offer lower-priced goods pertaining to the sport that are available at franchises, such as socks and polo shirts. These are not stocked in high quantities, but merely for the convenience of one-stop shopping. The real profit comes from selling the luxury items at full price to a consumer who is willing to pay for the store experience and the additional service as well as the added cache of a famous name. Basic sporting goods are unlikely to be the focus of the store -- instead the types of brands that are only available at high-end golf stores will be showcased.
ithin the premium golfing market, of course, there may be some sales, and some competition within the segment locally. Stores may offer sales on notable luxury items at the end of the season, to clear their inventories,…
Kotler, Philip & Kevin Lane Keller. (2006). Marketing Management. Prentice Hall.
Marketing strategy. (2009). Quick MBA. Retrieved June 4, 2009 at http://www.quickmba.com/MarketingStrat.shtml
Moffatt, Michael. (2009). Income inelasticity of demand. About.com. Retrieved June 4, 2009 at http://economics.about.com/cs/micfrohelp/a/income_elast.htm
With an increasing number of female consumers interested in do-it-yourself household repair and maintenance activities, the Graf Hardware Corporation decided to launch a line of tools geared for female needs and tastes. These tools will differ little from their generic counterparts but will boast attractive and colorful handles and the grips will be smaller, made for the female hand. A marketing strategy for this new line of female-oriented tools will include television marketing, targeted advertisements in certain magazines, and clever use of product display units. Billboards, print ads in newspapers, and radio spots will be used as well.
This multi-pronged marketing mix will reach the widest range of consumers. Because female do-it-yourselfers come from a wide mix of demographics, the tools will need to be marketed to a number of different sectors. Therefore, household repair magazines are only the beginning of the advertising campaign. In fact, television ads…
In the case of Kellogg's, as Kellogg's needs to solicit an opinion from a specific market segment of potential consumers for a product that is not fully formulated in terms of its branding (as it is only a year old) descriptive research of how the elderly consumers find the product would be most appropriate, though the use of focus groups that have tried the cereal or surveys to those who have bought the cereal and did or did not like it over the course of the try-out period. Some exploratory research would be involved, as opinions could be solicited about possible improvements -- and the product could be taste-tested with an eye on further improvements from the selected sampling of the elderly. Causal research is also involved in terms of the why consumers did or did not like the product, and what motivated them to buy the product, if they…
Discuss the type(s) of researches (exploratory research, descriptive research, causal research) that should be used for the following situations and how should it be used. (E.g. focus groups, price testing, packaging, etc.): 1 Kellogg's needs to find out how their new cereal aimed at mature adults (65+) is doing after a year on the shelves; 2 NYU wants to find out how the 2005 "enjoyed their "stay at the school for the past 4 years"; 3 Reebok wants to test the feasibility of bringing back a past footwear success -- Weeboks, a sneaker aimed at infants; 4 McDonalds needs to find out where to locate their 1000000th franchise.
In the case of Kellogg's, as Kellogg's needs to solicit an opinion from a specific market segment of potential consumers for a product that is not fully formulated in terms of its branding (as it is only a year old) descriptive research of how the elderly consumers find the product would be most appropriate, though the use of focus groups that have tried the cereal or surveys to those who have bought the cereal and did or did not like it over the course of the try-out period. Some exploratory research would be involved, as opinions could be solicited about possible improvements -- and the product could be taste-tested with an eye on further improvements from the selected sampling of the elderly. Causal research is also involved in terms of the why consumers did or did not like the product, and what motivated them to buy the product, if they did so spontaneously, and not as a result of a taste-test prompting.
NYU similarly could survey the class of 2005, distributing surveys and conducting a random selection of interviews from the outgoing class through the use of descriptive research. Reebok, however, since it has not yet created its newest version of the show product, would need to embark upon exploratory research to find out how the new audience of parents would view the baby shoe, with perhaps some causal research to discover why the 1980's version shoe declined in favor, from consumers who had purchased it long ago. Lastly, McDonald's would first need to conduct an exploratory study of the potential areas for the new franchises, followed with a descriptive study of why franchises had succeeded or failed in specific regions of the country, by surveying consumers in the area, and conducting causal research as to the internal causes of the failure in terms of budgeting and financing at such operations.
Justification and Marketing Strategy for the Launch of a Date Flavored Breakfast Cereal in Saudi Arabia
The development and sale of a date flavored cereal to be sold in Saudi Arabia may have a great deal of potential. The cereal market in Saudi Arabia is the largest cereal market in the Middle East, and it is in a growth phase (ITP.net, 2006), while two major global breakfast cereal firms; Kellogg and Nestle, have had a presence in the country since the 1970's in the past the was generally marketed to western expatiates (ITP.net, 2006). The increased level of global media has created a higher demand for cereal in the local consumer market, and growing awards of health issue have also supported the growth of the cereal market which is perceived as a healthy breakfast choice (Euromonitor, 2012; ITP.net, 2006). Increasing disposable income in the region is also impacting positivity…
Anonymous, (2010), Food in Every County; Saudi Arabia, [online] retrieved 15th April 2013 http://www.foodbycountry.com/Kazakhstan-to-South-Africa/Saudi-Arabia.html
Hooley GJ; Saunders JA; Piercy, (2007), Marketing Strategy and Competition Positioning, London, Prentice Hall
ITP.net, (2006), May 9), Breakfast cereals rise and shine in the Middle East, [online] retrieved 15th April 2013 http://www.itp.net/493104#.UWwzhsqSnrZ
Kotler Philip; Keller Kevin, (2011), Marketing Management (13th Edition), Prentice Hall.
Assess the Information Needs of Target Market(s). What Information will Your Potential Customers need (e.g. address of premises)?
The information needs of the target market will provide them with enough facts to make an informed decision. This will be accomplished by giving customers with information about the physical location (i.e. address), telephone number, any kind of professional organizations and the web site. These factors will help them to learn about the firm and contact staff when they have questions. (Shimp, 2008) (Ward, 1998)
Indicate whether any Personal Selling will be involved and if so what forms this will take. If not explain why not.
Yes, personal selling will be involved. This will be accomplished using traditional and online sources. (Shimp, 2008) (Ward, 1998)
What Training should be received?
The training that should be received is focusing on improving communication, increasing professionalism / ethics and continuing education. These factors…
Shimp, T. (2008). Advertising and Promotion. Mason, OH: South Western.
Ward, S. (1998). Selling Places. New York, NY: Taylor and Francis.
Conceptually, Marriott believes that the same guest falls into a different customer profile depending on the nature of the trip taken. Marriott has a product for every price point chain-scale (as defined by Smith Travel Research) except for the lowest economy segment. The company's commitment to quality and steady brand building has resulted in a strong brand portfolio of hotels, vacation ownership and corporate housing brands that associate quality, dependability, integrity and trust with the company's services. In 2005, Fortune Magazine recognized Marriott as the most admired company in the lodging industry for the sixth consecutive year. The company's strong brand name and its unique brand strategy help the company to stay ahead of its peers.
Thought Leadership in Technology-Enabled Services
The company's increased focus on technology is also paying off, as Marriott bolsters its web-based services portfolio. The company's reservation and yield management systems have outperformed the industry for…
Marketing and Marketing Strategy
SLP Marketing Strategy SLP Assignments Have wondered completely ? Well opportunity combine wondering analysis put flesh dreams. Your SLP assignment MKT301 develop a marketing strategy a service business (hypothetically) manage.
As the entrepreneur in the business I have skill in business marketing and management following from class knowledge. Additionally I have engaged in running a business in an internship and contract basis position charged with the responsibility to oversee growth in the businesses market size. I have also undertaken courses in marketing research that give me potential to evaluate the potential in a market. In the year I worked as a motor vehicles spare parts sale manager, I maintained a good rapport with the transport companies in the regions. This gives me an advantage of market knowledge. The existing relationship with procurement managers gives me an upper hand in introducing the new business venture to…
Rajan, G. (2007). Marketing Management - Concepts, Cases, Chall,2/e. India Prentice-Hall Of India Pvt. Limited.
Sengupta, S. (2005). Brand Positioning: Strategies for Competitive Advantage. New York City, U.S.: McGraw-Hill Companies, Incorporated.
Marketing Driven Strategy
In a market driven strategy the customer is the focal point, which means that everything the bar and grill does should be oriented towards benefiting the customer in some way. To know what OPG can do to benefit the customer, it has to determine its distinctive capabilities. These would be the strengths it possesses as identified in its SWOT analysis. It would also include opportunities identified in the same analysis. Then comes the step of matching customer value with the bar and grill’s capabilities and to ask whether leveraging the pub’s resources would help to create customer value. If there is a match and the pub can do it, the steps should lead to superior performance and a successful marketing driven strategy.
Positioning is key to this process and as Trout and Rivkin (2006) argue, a company must differentiate or die, which is what OPG aims to…
When deciding upon marketing strategies to be used for a hotel business in order to attract new clients, a hotel must identify that which sets it apart from other competing hotels. The essence of any successful marketing campaign is the ability to differentiate oneself. Trout and Rivkin (2006) state that a company must “differentiate or die” (p. 2), meaning that if a business cannot do something to distinguish itself from the next nearest competitor it will never succeed—precisely because it has not been able to show consumers that it is offering something uniquely special. Thus, for a hotel, it is critical that it consider the things that define it and make it uniquely attractive. Whether it is setting, dining, history, environment, proximity, attractions, luxury, style, class, or some other feature, the hotel business’s first priority is to identify its strengths. If it finds that it cannot offer anything new…
Applegate, L., Kwortnik, R. & Piccoli, G. (2006). Carnival Cruise Lines. Harvard Business School.
Jovicic, D. (2017). From the traditional understanding of tourism destination to the smart tourism destination. Current Issues in Tourism, 1-7.
Kim, W. & Mauborgne, R. (2004). Blue ocean strategy. Harvard Business Review, 76-84.
Kim, W. & Mauborgne, R. (2005). Blue ocean strategy: From theory to practice. California Management Review, 47(3), 105-121.
Li, S., Robinson, P. and Oriade, A. (2017) Destination marketing: The use of technology since the millennium. Journal of Destination Marketing & Management, 6(2), 95-102.
Maurer C. and Hinterdorfer B. (2013) The adoption of Pinterest for destination marketing: The case of Austrian destinations. In: Xiang Z., Tussyadiah I. (Eds) Information and Communication Technologies in Tourism 2014. Springer, Cham.
Newlands, M (2015) 15 marketing strategies that inspire strategic thinkers. Inc [online]. Available from: https://www.inc.com/murray-newlands/15-marketing-strategies-that-inspire-strategic-thinkers.html [Accessed 20 Feb 2018].
Ries, A. & Trout, J. (1997). Marketing warfare. NY: McGraw-Hill.
There is a shift in the Chinese luxury car market, and BMW is building a plant to take advantage of it. The top three luxury automakers – by far – are Audi, BMW and Mercedes. They each are very similar to one another, and have similar market shares in China as well. Early adopters in China were the newly-rich, making their first luxury car purchase as a status symbol. This is shifting, and to win greater market share BMW will need to win existing customers to buy a second or third BMW. The problem is that a) their marketing strategy in the country isn't built around that objective and b) Chinese consumers have very low brand loyalty compared with those in other nations. This report will outline the unique characteristics of the Chinese market, and make recommendations for how BMW can target the new segment – current customers…
APF (2017) China to ban production of petrol and diesel cars in the near future. The Guardian. Retrieved October 16, 2017 from https://www.theguardian.com/world/2017/sep/11/china-to-ban-production-of-petrol-and-diesel-cars-in-the-near-future
Baan, W., Gao, P., Wang, A. & Zipser, D. (2017). Savvy and sophisticated: Meet China\\'s evolving car buyers. McKinsey Retrieved October 18, 2017 from https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/savvy-and-sophisticated-meet-chinas-evolving-car-buyers
Bekker, H. (2017). 2016 full year Germany: Best-selling car manufacturers and brands. Best Selling Cars. Retrieved October 16, 2017 from https://www.best-selling-cars.com/germany/2016-full-year-germany-best-selling-car-manufacturers-brands/
Bu, L., Durand, B., Kim, A., & Yamakawa, N. (2017). Chinese luxury consumers: More global, more demanding, still spending. McKinsey. Retrieved October 17, 2017 from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/chinese-luxury-consumers-more-global-more-demanding-still-spending
Car Sales Base.com (2017). BMW. Car Sales Base. Retrieved October 16, 2017 from http://carsalesbase.com/us-car-sales-data/bmw/
Clover, C. & McGee, P. (2017) BMW goes for pole position in fast-growing Chinese market. Financial Times. Retrieved October 16, 2017 from https://www.ft.com/content/92486e7c-4034-11e7-9d56-25f963e998b2?mhq5j=e5
Heritage.org (2017) 2017 Index of Economic Freedom: Country rankings. Heritage Foundation. Retrieved October 16, 2017 from http://www.heritage.org/index/ranking
Hsu. S (2016). Is China\\'s pollution accelerating climate change? Forbes. Retrieved October 16, 2017 from https://www.forbes.com/sites/sarahsu/2016/09/08/is-chinas-pollution-accelerating-climate-change/#160f366437ef
The philosophy of marketing—or wisdom of marketing—that is personal to me is based on my sense of what marketing is meant to do: the objective is to connect with the consumer and make a product or service appeal to that consumer so that he or she wishes to consume it.
The biggest element of marketing philosophy for me is Imagination. Imagination is the most vital tool in marketing because this is what allows the marketer to connect with the consumer—in the consumer’s own imagination, where a little seed of desire can be planted (very much like in the film Inception by Nolan (2010), where ideas are seeded into a person’s mind while they sleep). The marketer also has to be able to make the ideas that are marketed stand out so that they can penetrate more deeply into the consumer’s consciousness—and that requires the art of differentiating, of…
Chapter 19: Service Dominant Logic
This paper examines chapter 19 of the book “Marketing Theory” by Michael J Baker and Michael Saren. Within chapter 19 a host of relevant terms are discussed and compared. This paper seeks to shed illumination on the intricacies of markets within an already complex society. First the good-dominant worldview is discussed and what is means as a foundational perspective of the world and of economic systems. This paper compares that perspective to one founded more exclusively in Service. The differences between these two perspectives is discussed at length, as are some of the related terms such as firm-centricity, actors, producers, exchange and value. This paper examines how value can be co-created and how a “simple” economic exchange can actually be an example of two parties transcending their roles and co-creating value in a new way.
The introduction discusses how Vargo and Lusch published…
The PediaBoost case involves a conflicting set of values: the need for Susan’s firm to develop new sources of growth and the ethical obligation both Susan and her company have towards its stakeholders. The firm has additional legal issues to consider in this case, given the potentially adverse personal and public health outcomes of using PediaBoost as a weight loss or “detoxification” program. As with most other dietary supplements, PediaBoost exists in an ethical grey area, in which the consumer is expected to take personal responsibility for making purchasing choices. It is important to note that the cursory web search Susan conducted yielded no conclusive evidence whatsoever that PediaBoost is harmful or even that it has been proven to diminish the effectiveness of the flu shot. The studies she found were unpublished and had yet to be subjected to the rigorous peer review process. Before she jumps to conclusions…
Gentile, M.C. (2010). Product safety and (preemptive) recalls. Giving Voice to Values.
Competing in today's economy, demands that a business find ways to break out a commodity status to meet customer needs more than competing firms do. A sound marketing strategy requires effective planning; this helps a business to capitalize the opportunities present in the market and leverage their strengths. Service businesses and firms encounter a number of unique cost considerations that need to be addressed when formulating service pricing strategy. Service pricing is not often finalized until after provision of the service; hence the consumer faces a lot of price uncertainty. Product line pricing tends to be more complicated. The opportunity for illegal pricing is greater in services than in goods.
The overall profitability of a business can be assed by examining change and firm or business profitability. An enterprise gross margin can be used to measure the contribution of the enterprise to a business. The sum of business…
Ferell, O.M. (2010). Marketing Strategy. Atlanta: Cengage.
LUIS, E.D. (2011). Contemporary Business. New York: Wiley and Sons.
The American Snack Chip Manufacturing Corporation ("American Snack") has the mission of delivering the world from hunger, one chip at a time. The company will produce flavored snacks from its home in Queens. The company was founded by two women and some inherited commercial-grade equipment.
The branding strategy must be tied to the business model, it must be consistent and it must connect emotionally with the customer. The brand, American Snacks, is a statement of intent. Americans connect to all things American, and foreign markets understand that no country produces a wider variety -- and higher quality -- of snacks. The brand will be associated with classic snack products. Pricing will be premium to match the premium positioning of American Snacks. ith this premium pricing, the brand will be able to capture healthy margins not only in foreign markets, but also in the domestic market through premium retail…
Daye, D. & VanAuken, B. (2012). Product launch strategy & success. Branding Strategy. Retrieved December 14, 2012 from http://www.brandingstrategyinsider.com/2012/10/product-launch-strategy-and-success-.html
Girard, F. (2012). Concept of integrated marketing communication. eHow. Retrieved December 14, 2012 from http://www.ehow.com/info_7742033_concept-integrated-marketing-communication.html
Foulger, D. (2004). Models of the communication process. Brooklyn College/CUNY. Retrieved December 14, 2012 from http://davis.foulger.info/research/unifiedModelOfCommunication.htm
Inc. (2012). How to do market research. Inc. Magazine. Retrieved December 14, 2012 from http://www.inc.com /guides/marketing/24018.html' target='_blank' REL='NOFOLLOW'>
"Serving small rather than large customers or densely rather than sparsely situated customers are other examples in which the best way to configure marketing, order processing, logistics, and after-sale service activities to meet the similar needs of distinct groups will often differ" (Porter, 1996, p.67).
But choosing a unique position, however, is not enough to guarantee a sustainable advantage. A competitor can reposition itself to match a superior performer by copycatting, like J.P. Penny did with Sears, or straddle customer segments in its marketing strategy" to match the benefits of a successful position while maintaining its existing position" like a luxury line offering a value line (such as Continental Airlines offering 'Continental Lite' (Porter, 1996, p.67). But there are always trade-offs, as straddling can create inconsistencies in image or reputation, dilute finite resources like labor and capital, and also from limits on internal coordination and control (Porter, 1996, p.67).
Ferrell, O.E. & Michael Hartline. Marketing Strategy. 4th Edition. Mason, OH: Thomas Learning/
Southwestern College Publishing, 2008.
Porter, Michael. "What is Strategy?" Harvard Business Review. Nov-Dec 1996. Reprint 96608.
Price primary decision to be made when considering price dynamics is given by the pricing strategy the company must opt for. They must also consider seasonal pricing, discount pricing and price flexibility.
Pricing strategy: immediately after launch, the manufacturer will implement a penetration pricing strategy aimed at forming and consolidating a loyal customer base; this strategy will also ensure and easy penetration of the market and will attract the attention of the market. With the completion of the promotional strategies, Lex Corporation will implement a variable pricing strategy, meaning that the retail price to the end consumer will be given by the cost incurred during the production and distribution of the fridge; a change in these costs (commodities, technologies, labor force) will be reflected in the retail price
Seasonal pricing: a clear season when fridge sales increase or decrease has not been clearly identified; therefore, no seasonal strategies will be…
Acuff, J., Wood, W., the Relationship Edge in Business: Connecting with Customers and Colleagues When it Counts, Adobe E-Book, John Wiley and Sons Incorporated
Clarke, G., August 2000, Marketing a Service for Profit: A Practical Guide to Key Service Marketing Concepts, Kogan Page Limited
Fox, J.J., Gregory, R.C., August 2004, the Dollarization Discipline: How Smart Companies Create Value... And profit from it, John Wiley and Sons Incorporated
Pinson, L., Jinnett, J., October 2003, Steps to Small Business Start-Up: Everything You Need to Know to Turn Your Idea into a Successful Business, 5th Edition, Kaplan Publishing
The Power Frappuccino was however not introduced directly in all markets, but was first of all tested in different representative markets for a reaction from the customers. We can see from this example that the two main sources for new product ideas worked closely together before this product was introduced.
Another product that was tested during the late 1990s was the Chai Tea Latte, combining black tea, exotic spices, honey and milk. The move in itself could have been considered quite risky, given the fact that Starbucks is recognized as a coffee seller rather than tea shop, but the move did not affect the Starbucks brand. In fact, it showed the customers that there was a lot coming from Starbucks in terms of new product development and that they can virtually expect the company to come up with new ideas not only in the sector where they are market leaders,…
1. New Product Marketing Strategy Breakthroughs. On the Internet at http://qdistrategies.com/qprodstrat.htm.Last retrieved on July 17, 2007
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New Product Marketing Strategy Breakthroughs. On the Internet at
The marketing strategies that will create positive relationships with the shareholders will certainly be in the growth strategies category. Following the discussion we have previously had for the customers category of stakeholders, a diversification strategy seems to be the most appropriate to encourage positive relationships with the shareholders.
Indeed, a diversification marketing strategy will encourage the shareholders to believe that the company is constantly willing to promote its own business model and its own particular products and services on the market. Additionally it will also sustain the idea that the company has a clear plan and strategy for the future, one that will support the company's profitability.
On the other hand, the company also has to promote innovation strategy of the leader/pioneer type. Such a strategy will determine the fact that the management's aim is towards supporting a leadership path into the future. Such marketing strategies will allow the shareholders…
1. Starbucks Corporation Corporate Social Responsibility / FISCAL 2006 ANNUAL REPORT. On the Internet at http://www.starbucks.com/aboutus/csrannualreport.pdf.Last retrieved on July 17, 2007
From the place or distribution standpoint, Cincom relies on a direct sales force for the majority of its sales. This translates into the sales force for Cincom visiting the companies who are interested in purchasing their solutions and providing conference room pilots or demos of their software. Cincom also concentrates on creating demos that match to the needs of their customers exactly, by first evaluating the process workflows and procedures that are most in need of improvement within a customers' business. Cincom will model a customers' entire business to provide insights into how their software can streamline the overall production process.
Finally on the promotional aspect of their marketing mix for CONTOL, Cincom relies primarily on customer references and a series of videos of customers sharing how the EP system has helped to streamline their overall operations. There is also a series of brochures and data sheets, and self-running demos…
Cincom acquires a foothold in China. (1998, July). Asia Computer Weekly,1.
Tony Baer. (2002, March). Apps vendors take sides. MSI, 20(3), 16-19.
Geert Hofstede, & Robert R. McCrae. (2004). Personality and Culture Revisited: Linking Traits and Dimensions of Culture. Cross - Cultural Research, 38(1), 52-88.
Don Klaiss. (2008, May). Open source ERP. Industrial Distribution, 97(5), 20.
Doggie Day Care
Launching a new doggy day care business in an upper-income area of the community requires a careful analysis of costs, pricing strategies, a clear strategy for pricing promotions and a well-defined series of profitability goals. The intent of this introduction is to evaluate the costs and pricing strategies of the proposed business.
Overall Cost Analysis
The most significant fixed costs for the doggie day care clinic include the following:
Lease for the facility
$2,000/month (for a facility with a dog run)
$100/month (anticipate heavy water usage)
$3,500/month (burdened cost w/insurance for two staff members with veterinary training)
$1,000/month (dog food, materials for care)
$200/month (incudes liability)
With the assumption that 50 dogs being in day care initially this puts the breakeven point at $136 per dog, per month. With the goal of 100 dogs boarded per month being…
Chao, Hung-Po, & Wilson, Robert. (1987). Priority Service: Pricing, Investment, and Market Organization. The American Economic Review, 77(5), 899.
Tim Matanovich. (2003). Reaching the right purse strings. Marketing Management, 12(5), 12-13.
being specific. In addition, the use of advertising and sales promotion also is used on products that are quickly purchased yet have a high level of customer loyalty associated with them. All of these conditions would favor using an advertising and sales promotion driven approach over a personal selling one. Examples of products in this category include soft drinks, groceries of all types, and low-end consumer electronics that are purchased quickly based on brand loyalty over intensive analysis. In general, products that have lower margins and are highly commoditized are those that are sold through this approach. Personal selling on the other hand is very expensive as a sales strategy are often is used in situations where the sales cycles are longer as customers evaluate options more thoroughly, and where the products being sold are much higher in price. The greater the price of a product, the less commoditized it…
Michael Burkett (2005, July). The "Perfect" Product Launch. Supply Chain
Management Review, 9(5), 12-13. Retrieved November 21, 2007, from ABI/INFORM Global database. (Document ID: 875601091).
Jari Collin, Dennis Lorenzin. (2006). Plan for supply chain agility at Nokia:Lessons from the mobile infrastructure industry. International Journal of Physical Distribution & Logistics Management, 36(6), 418-430. Retrieved November 20, 2007, from ABI/INFORM Global database. (Document ID: 1079220951).
Chan Kim, Renee Mauborgne. (2005). Value innovation: a leap into the blue ocean. The Journal of Business Strategy, 26(4), 22-28. Retrieved November 22, 2007, from ABI/INFORM Global database. (Document ID: 888965931).
In this sense, one of the most important advantages offered by a small family business is the "the personal touch they can offer that bigger companies cannot" (Business eek, January 2005). This element is significant in this case. Desiree managed to develop at first a network of faithful customers by offering that love-made cheese by the road. Additionally, she offered high quality cheesed, processed manually, by herself, in her own kitchen at home, something a large industrial company could never offer.
On the other hand, a small family business has financial weaknesses, which generally manifest themselves at the beginning of the business. It is often the case that they have to guarantee their start-up credit with other assets and this provides extra pressure in the beginning. Along the way, the small family business still lacks important resources that larger companies may have and people may have a reticence to be…
1. Kim, June. New Spins on Old-Fashioned Virtues. Business Week. January 27, 2005. On the Internet at http://www.businessweek.com/smallbiz/content/jan2005/sb20050127_9818.htm
2. Walker, Reagan. Handcrafted CHEESE from Georgia? Ask the Wehner Family if You're Dubious... Or Better Yet, Sample the Nationally Acclaimed Products Made from their Own Goats and Cows." The Atlanta Journal-Constitution, Aug. 5, 2004
Those proposals included broadening its vital presence, and strong growth, in commercial markets and health imaging, refocusing research and development dollars; speeding investments in commercial markets; and taking over other companies and technologies to enlarge Kodak's portfolio of digital products and services.
On the force of its taking over Kodak Versamark and NexPress, Kodak's Graphic Communication Group is piling a portfolio of major variable-date printing equipment providers. Kodak's Digital and Film Imaging Systems business persists to prove its success in digital markets. In 2003, Kodak's share of the consumer digital camera market went up to No. 4 across the world, making the strong acceptance of the Kodak Easyshare range of cameras. Kodak the sole company coming in the Top 5 also ranks No. 2 in digital camera sales in America. Following just 8 months after entering the snapshot printer market in April 2003, Kodak claimed the top slot and persists…
Eastman Kodak. http://www.coursework.info/i/51664.html . Retrieved from Accessed on 4 June, 2005
Health, Safety, and Environment 2004 Annual Report: Employee Training an Important Practice at Kodak. Eastman Kodak Company. Retrieved at http://wwwcaen.kodak.com/U.S./plugins/acrobat/en/corp/environment/04CorpEnviroRpt/HSE2004AnnualReport.pdf . Accessed on 4 June, 2005
Introduction. Retrieved at http://www.kodak.com /U.S./en/corp/kodakHistory/index.shtml. Accessed on 4 June, 2005
Kodak Reports Significant Progress in Digital Growth Strategies. 22 September, 2004. Retrieved at http://www.cdrinfo.com/Sections/News/Details.aspx?NewsId=10658Accessed on 4 June, 2005
I email files needed complete essay.
The business is located on the junction of Yonge Street, and Sheppard Avenue housed in temperance house. In this location, the main offices for business information gathering, accounts, management and requisitions will be held. The stores and assembly point for the business will be on the far end of Yonge Street's intersection with Gerrard Street.
Business address: Endovile Tire Solutions Enterprise
Temperance House on Yonge Street
Web Address httpwww.e
Offices located in the premises: Customer Service; egional Manager; Accounts; Workshop and stores supervisor.
The reach out to the target markets sales personnel will be trained on the marketing agenda. The sales team will be trained on measures to introduce the company, its products and services. The personal selling will involve visits to potential customers' place of business and distribution of company fliers.
The training will target to…
Dawar, N., & Chattopadhyay, A. (2002). Rethinking marketing programs for emerging markets. Long-Range Planning, 35(5), 457-474.
Fleisher, C.S., & Bensoussan, B.E. (2007). Business and Competitive Analysis Methods: Effective Application of New and Classic Methods. Upper Saddle River, NJ: Financial Times Prentice Hall.
For niche markets, the customer base is smaller than for general markets. It is therefore necessary to ensure customer satisfaction at all times. Because interior decoration is a very subjective field, it is necessary for the company representative or business person to always ensure that he or she understands the customer's needs and wants exactly to ensure ultimate satisfaction.
In terms of competition oriented strategies, an interior decorator should ensure the quality of his or her products are superior and innovative in order to remain at the top of this competitive field. Further strategies can include the radical nature of the designs and decorating patterns themselves, or indeed building distinctive capabilities to give an advantage over competitors.
4.) a market challenger in a mature market would need to focus on customer oriented strategies. The main reason for this is the fact that mature markets have generally settled in an accepted…
Kotelnikov, Vadim. Your Competitive Strategies. 2007. http://www.1000ventures.com/business_guide/crosscuttings/competing_strategy.html
Kodak decided to implement this initiative after conducting market research on the costs of printing at home. According to a study by InfoTrends, the greatest obstacle to printing at home is the cost of ink and supplies (Kodak, 2007). Another printer from the new line, the Kodak EasyShare 5300 offers a 3-inch color LCD display that enables photo viewing and cropping directly from the printer, with a memory card slot that provides an additional quick and simple way to print digital pictures without a PC. Other printers in the new line consist of printers geared toward home-office users. In this way Kodak maintained competitive with other photo companies offering the same products. Kodak's main marketing strategy is that the company is producing a less-expensive product with few frills that still fits its customers' needs. This allows Kodak to create a cheaper product that consumers love but competitors don't want to…
Ailawadi, K., Borin, N., Farris, P. (1995). Market Power and Performance: A Cross-Industry Analysis of Manufacturers and Retailers. Journal of Retailing,(71)(3): 211-248.
Blair, R. & LaFontaine, F. (2005). The Economics of Franchising. Cambridge Brandt, M. (2000). Introducing New Products. Retrieved November 12, 2007, at http://www.inc.com .
Cuneo, a. (2006). A Cingular Waste. Advertising Age. (May).
Christensen, C. & Anthony, S. (2007). Will Kodak's New Strategy Work?.
They handled the situations in case the way they did in order to improve customer experience and increase their loyalty.
This behavior is supported by Nordstrom's management that encourages its employees to exceed their job requirements when assisting customers. From this point-of-view, there are numerous differences between Nordstrom and most of its competitors. For example, Sears is one of the department stores that do not seem to pay that much attention to the quality of customer service. Sears' merger with Kmart was supposed to improve customer experience, but the numerous complaints from customers reveal a different situation. Customers complain about the modifications made within the stores, which confuse them, and make it difficult for them to identify the products they are interested in. Also, customers complain about the fact that the staff at Sears is not able to properly assist them.
3. The retailing mix used the company ensures the…
1. Howard, T. (2005). Viral Advertising Spreads through Marketing Plans. USA Today. Retrieved February 23, 2001 from http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm .
Monsanto continues to incrementally improve their level of authenticity and transparency with global consumers, yet trust will remain elusive for decades until their customers' success levels outweigh the social and ethical controversies the company has shown to be adept at creating for itself.
Three Strategic Alternatives
There are three strategic alternatives for the company to consider pursuing:
1. Completely re-order R&D to concentrate only on Key Performance Indicators (KPIs) and metrics of performance that align to 3rd world nations' need for affordable, healthy food. This would give the company exceptional levels of credibility that they have lacked in the past.
2. Re-define the CSR initiatives to also include monitoring of their impact on the environment. They need to be truly green if they claim to be. Make sustainability best practices a core part of the company and measure it with advanced Total Quality Management techniques.
3. Create a…
Marketing Strategy in E-Commerce
When it comes to marketing, e-commerce is definitely the wave of the future. Gone are the days when companies need to market through newspapers and on billboards or sales flyers to get attention. Many companies still do these kinds of things, but they can couple that type of advertising work with other avenues of marketing in ways that will be beneficial to them and to their customers. The most significant issue with a marketing strategy in the e-commerce world is to gain a competitive advantage over other businesses (Porter, 1985). That has been true since companies started selling to customers, and has only become more significant in the digital age where companies focus on selling their wares to companies throughout the country and throughout the world. With the e-commerce opportunities that are available to companies today, it is not surprising that many of them are working…
Porter, M. Competitive advantage. New York: Free Press, 1985.
Urban, G.L. Digital marketing strategy -- Text and cases. New York: Pearson Prentice Hall, 2004.
Marketing Strategy: Travel Today
The focus of Travel Today is to grow its business extensively through i) differentiating its services from those offered by competitors and ii) nurturing clients by understanding and tending to their specific travel needs. e intend to market our brands and services extensively so that clients are aware not only of our existence, but also of our ability to address their specific travel needs and deliver value for their money. Having been in existence for over two decades, we enjoy a more established reputation than most of our competitors. A recent audit into the company's operations revealed that business has been slow for us because of our slow response to changes in technology. Our competitors have built on this inherent weakness to draw competitive advantage. For this reason, our marketing strategy will be focused on three core areas -- offering competitive and reasonable prices to our…
Word-of-Mouth Referrals: the organization intends to retain face-to-face referrals as a primary form of promotion for its brand. The organization will offer initiatives such as discount facilities to clients who successfully refer new clients to the organization. Owing to its heavy reliance on word-of-mouth advertising, the organization will be keen to ensure that it maintains high levels of customer satisfaction by staying at par with changing client needs. Word-of-mouth referrals will also be a crucial way of monitoring customer satisfaction (Ferrell & Hartline, 2012)
Personal Selling: this is a promotional strategy where the organization uses its sales force (its people) to meet physically with the consumer and promote the brand through their specialist knowledge, appearance and attitudes (Ferrell & Hartline, 2012). We will make use of sales agents who will be sent regularly to conference facilities, business meetings, sporting events, and so on to solicit potential clients and obtain first-hand information on what they think of the organization's services in terms of meeting their travel needs. This, the organization reckons, will provide ample opportunities for obtaining first-hand insight on customer needs and expectations (Ferrell & Hartline, 2012). In cases where there is an opportunity of obtaining a large order, the organization's top management may go out personally to show the potential client just how much the organization values them.
Events: the organization will promote itself and its brand through expositions and trade shows both on the local and national fronts. This will create ample opportunities for us to not only make our brand known to potential clients, but also interact physically with clients
Product / Service Concept
The multifunctional remote device is designed to enhance convenience of most functionalities for electrical/electronic equipments used by consumers. This product offering enables consumers to access and control different electronic devices and equipment through a single remote device. This will facilitate communication with different servers linked to the organization. The benefit of this product is that it will enhance the convergence of technology used within an organization. This is a user-friendly device purposed to increase the level of convenience for end-users. In addition, this will increase the level of consumer satisfaction. The introduction of this product offering offers a substitution to the use of different remotes for different electronic devices. For instance, within the hospitality industry, the multi-function remote device will facilitate different conveniences such as audio and video devices, room temperature controls, lighting, room printers, television, and even bed movements.
Khosrow-Pour, M. (2002). Issues and trends of Information Technology management in contemporary organizations. London: Idea Group Publishing.
Kotler, P. (1997). Marketing management; analysis, planning, implementation and control. United Sates: Pearson education Inc.
Kotler, P., Armstrong, G. (2004). Principles of marketing. United States: Pearson education Inc.
Porter, M. E. (2004). Competitive Advantage: Creating and Sustaining Superior Performance. London: New York.
The problem in this case study deals with the decisions that must be made by Kone's director, Mr. Hatala. Kone is a Finnish elevator company that has met some new problems within in its organization and industry. Due to some unforeseen and problematic economic factors that have impacted the construction business, Kone's main source of contracts, a new product was unveiled to help lift Kone from its low performance. The MonoSpace product was developed by Kone and new market opportunities were presented.
The main problem that revolves around this case therefore, is how to introduce the MonoSpace product in order to maximize the opportunity that is presented before Kone. Hatala must incorporate all of the factors that are included in launching a new and important product in order maintain or create competitive advantage and stay relevant within the industry and lead his company to a new plateau of…
These businesses represented potential revenue with a lower startup cost than expansions on the manufacturing side.
To this point, the strategy had been successful. Ford's development functions had improved in efficiency and profitability had increased. Cost savings in 2000 totalled $500 million, for a total of $3.7 billion over the previous three years. There was some strategic logic to the push into services, in terms of capturing downstream revenues. However, this initiative did not support the previous objectives.
n 2001, Ford fell into tougher times. Whether the service businesses could be viewed as a distraction that harmed Ford's focus on its core business is questionable, but certainly those businesses were not a major factor helping Ford through this period. The main successes that helped Ford in this period were sales in Europe, which generated significant improvements in both revenues and profit. n North America, it was again automobile manufacturing that…
I would also recommend that a greater emphasis be placed on predicting future trends. For most of the time period in the case, Ford's marketing was geared towards selling what the production units were making. At times, this strategy left Ford in a situation where they were reacting after the fact to shifts in the automotive industry's key drivers. Nasser started taking a more consumer-centric approach with the made-to-order idea, but the follow-through does not appear to have been strong. However, the idea has merit - if Tauruses and Explorers are on the downswing, it is best not to have lots full of them.
The environment in which Ford operates moves quickly. Key drivers like fuel prices and the strength of the global economy change more quickly than do Ford's production and marketing capabilities, as we saw in 2001, a year in which Ford recorded heavy losses despite the fact that it was realizing cost savings from the Globalisation 2000 plan. Ford needs to continue on the path towards reading customer needs in advance, so that they are not caught so far out of position when these shifts occur. There is no evidence that Ford had a plan, for example, in the event that fuel prices spiked. Indeed, they knew throughout the 1990s that the Taurus was slumping, but did not put a strong focus on this vehicle until well into the 2000s, after fuel prices had spiked.
The third main recommendation is that Ford should focus its marketing on the developing world. The competition in the developed world is intense. The market is both mature and lucrative. This fierce rivalry has lead to rounds of cost-cutting in order to maintain profitability in the face of declining market share. In this type of situation, marketers may not be limited in the tools they have at their disposal, but they will inherently be limited in their effectiveness. The easier money is to be made in growing markets. This can be seen in the multi-billion dollar figures that each of the global auto companies is plugging into the Chinese market, for example. Ford's $1 billion, however, is not enough. That sort of money will get them into the game, but will not allow them to win it. Ford needs to put a greater focus on key emerging markets in order to capture the easy market share that is there for the taking. As the North American market in particular has shown, once a market matures, there is little a firm like Ford can do to retain market share, much less gain new share. Securing a dominant position in emerging markets like India and China should be a marketing priority now.
There is also the need to concentrate on the interaction of these personal demographic factors as the foundation for group factors analysis.
Group Factors Analysis
The accumulated effects of the personal factors defined in the first section of this paper are put into relevance when the social factors are quantified and measured specifically relating to the retail home furnishings industry. One of the most commonly used is the VALS2 methodology (Piirto, 1996) which has its basis in the following set of metrics as shown in Figure 2, Lifestyle Orientation Definitions.
Table 2: Lifestyle Orientation Definitions
Source: (Piirto, 1996)
I am successful and deeply committed to work, family, and community.
A like predictability and consistency over risk.
My work affords me material rewards and prestige that shows success to my friends.
Strivers like to be trendy want to be stylish and admire people who are well-known for their…
Bennington, R. (2001) Furniture Marketing,
NY Fairchild Publications.
Jason M. Carpenter. 2008. Demographics and patronage motives of supercenter shoppers in the United States. International Journal of Retail & Distribution Management 36, no. 1 (January 1): 5-16. http://www.proquest.com (Accessed February 9, 2009).
Deshpande, Rohit, Farley, John U, Webster, Frederick E. Jr. 1993. Corporate culture, customer orientation, and innovativeness. Journal of Marketing
Physical architecture refers to the physical make-up of information resources such as computer hardware and software, files, screens, reports, forms, and so on. The physical aspect of information relates to how logical components will be implemented. The logical aspect refers to components of data and processing. An example of physical architecture can be demonstrated via the example of the payroll. Initially, the payroll was managed in manual format, then with time clocks, and finally electronically, via mainframes, minis and PC's. As such, physical architecture changes often and with increasing speed as time passes. The logical aspect relates to the nature of the business itself and changes only with the business.
A startup refers to a business that is in its earliest development stages. It therefore is not yet showing any growth in terms of profits or turnover. Indeed, having just started, the startup owner is more than likely still in…
I am lucky in that my education and my professional experience have both been directly in line with my plans for future development and success, and I have managed to put an excellent portfolio of past work produced together. These external achievements, however, while representative and formative of certain internal qualities and skills, will not directly assist me in achieving more and greater results in the years ahead. For this, I will need to engage in a specific development plan that addresses me personal characteristics, desires, and situation in a manner that is proactive, optimistic, and objective and honest as is humanly possible.
There has been a tendency on my part to overestimate my available time and capabilities, not in terms of my knowledge and skills but in terms of my speed and efficiency. While I consider myself highly productive, at times I take on more than I can handle,…
Two approved bodies of insurance brokers exist in ong Kong: (1) the ong Kong Confederation of Insurance Brokers and (2) Professional Insurance Brokers Association Limited. There are a stated 2,558 insurance agencies, 29,937 individual agents and 2.58 responsible officers as well as 14,064 registered technical representatives.
The OCI Annual Report of September 30, 2001 states in regards to reinsurers that "the gross premium of the pure reinsurers' business is K$1,530 million, a modest 3.2% increase, reversing the downward trend since 1996. The pure reinsurers attained an underwriting profit of K$72 million in 2000 after having suffered loss for the last 3 years. The top three active foreign reinsurers in ong Kong are Munich Re, Swiss Re, and General & Cologne Re." (Source: The OCI Annual Report 2001) In regards to 'captive insurers' it is related that the government "provides a suitable and favorable business environment for captive insurers. The regulatory…
HSBC Life (International) Ltd., and The Prudential Assurance Co. Ltd. (Source: The OCI Annual Report 2001)
In regards to Intermediaries in the insurance industry it is stated that the IARB provided statistics of November 30, 2001, shows that there were 396 insurance brokers in Hong Kong that were authorized in Hong Kong and that 2,937 individuals registered as chief executives/technical representatives of the authorized brokers. Two approved bodies of insurance brokers exist in Hong Kong: (1) the Hong Kong Confederation of Insurance Brokers and (2) Professional Insurance Brokers Association Limited. There are a stated 2,558 insurance agencies, 29,937 individual agents and 2.58 responsible officers as well as 14,064 registered technical representatives.
The OCI Annual Report of September 30, 2001 states in regards to reinsurers that "the gross premium of the pure reinsurers' business is HK$1,530 million, a modest 3.2% increase, reversing the downward trend since 1996. The pure reinsurers attained an underwriting profit of HK$72 million in 2000 after having suffered loss for the last 3 years. The top three active foreign reinsurers in Hong Kong are Munich Re, Swiss Re, and General & Cologne Re." (Source: The OCI Annual Report 2001) In regards to 'captive insurers' it is related that the government "provides a suitable and favorable business environment for captive insurers. The regulatory concessions offered by government include reduced minimum capital and solvency margin requirements, exemption from the requirement for maintaining assets in Hong Kong to match local liabilities, and exemption from the requirement for valuing assets and liabilities in accordance with the statutory basis. A captive insurer is restricted to accepting insurance business from its own group of companies only. It is also not allowed to carry on statutory business (i.e., motor
Marketing Strategy) supporting sections 1-8-3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.
Grill Kabob's mission will be ensuring that each customer gets prompt, friendly, professional, and courteous service. Have a comfortable, well maintained, and clean premise for customers and staff. Providing fairly priced, healthy, well prepared, and nutritional meals. Treating all customers and staff with dignity and the respect they deserve. Thanking each customer, for giving Grill Kabob the opportunity to be of service to them. Maintaining these objectives Grill Kabob will be assured of capturing the market and allow the restaurant contribute to its community.
Marketing is an important tool for any business or organization, which wants to increase the awareness of its products or services states Smolianov and Aiyeku (2009)
. For successful marketing a company needs to have a set of objectives, Grill Kabob's marketing objectives are establishing…
Smolianov, P., & Aiyeku, J.F. (2009). Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships. [Article]. Journal of Promotion Management, 15(1/2), 74-89. doi: 10.1080/10496490902901977
Song, H., & Xiaoli, S. (2012). On the Experience Marketing Strategies of Maky Food Company. [Article]. Asian Social Science, 8(2), 283-286. doi: 10.5539/ass.v8n2p283
The Symphony Paradigm: Strategy for Managing Market Competition. (2011). [Article]. Journal of Transnational Management, 16(3), 181-199. doi: 10.1080/15475778.2011.596793
MAKETING STATEGY, I finished PartA, All subject requirment Marketing strategy assessment guidelines I upload. Please find source . include website, journal artical, news paper . 1100 words.
The Seorabol restaurant is a local restaurant with Korean features, serving a wide array of foods to various customer categories. ecently, the restaurant has been confronted with risks of decreased competitive position, as revealed in Part A, and the current project aims to propose two strategies on how the restaurant could address its limitations.
Expansion into the social media
An important problem at the Searabol (SB) restaurant is represented by the absence of well developed marketing campaigns. The restaurant is popular among its current customers, but its ability to attract new clients is restricted. In order to address this shortage, the proposed strategy is that of launching the restaurant into the social media. The opportunity of social media would…
Bossert, T., 2008, Methods of equity financing, GRIN Verlag, ISBN 3638068285
Bragg, S.M., 2011, Obtaining debt financing, John Wiley and Sons, ISBN 1118076451
Brooks, R., 2011, 8 ways to maximize your YouTube marketing results, Social Media Examiner, http://www.socialmediaexaminer.com/8-ways-to-maximize-your-youtube-marketing-results / last accessed on April 12, 2012
Halligan, B., Shah, D., Scott, D.M., 2009, Inbound marketing: get found using Google, social media and blogs, John Wiley and Sons, ISBN 0470499311
GLO BU Marketing Plans
Marketing trategy -- Glo Bus
ummary- Glo-Bus is a U.. based international digital-camera company with production operations in Taiwan. The industry is cyclical and highly competitive with a market growing 8-10% per annum and heavily price elastic due to volume and technological improvements in digital phone devices.
Target Customers- Digital camera customers are typically more sophisticated and technologically savvy than the general population. They research products thoroughly prior to purchase and fall within the Early Adapter or Early Majority segmentation model. Most are college educated (or equivalent) who are either professional photographers or highly skilled amateurs with household incomes in excess of $75,000.
Unique elling Proposition- Because of the heavy competition and price wars between mart Phones and other camera manufacturers, the UP for Glo-Bus is based on gleaning a competitive edge: "Glo-Bus -- Don't just shoot it -- experience it."
Pricing and Positioning- While Glo-Bus…
City University of New York. (2011). Marketing Planning, Strategic Planning and the Marketing Process. Retrieved from: http://academic.brooklyn.cuny.edu/economic/friedman/mmmarketingplanning.htm
Johnson, R. (2012). Tactical and Operation Planning. Chron. Retrieved from: http://smallbusiness.chron.com/tactical-operational-planning-18336.html
Thompson, A., et al. (2013). Glo-Bus Participant's Guide. Burr Ridge, IL: Glo-Bus Software.
HR Council. (2012). HR Planning. Retrieved from: http://hrcouncil.ca/hr-toolkit/planning-strategic.cfm
When it comes to the younger consumer Toyota moved to establish an air of secrecy around the Scion both designed and priced to attract the younger consumer. With ads that as:
Pssst... have you heard about Scion (Scion bbX concept (http://www.popularmechanics.com/automotive/new_cars/1270196.html?page=2)?" Toyota created an air of mystery which attracts young adults in any area of life (Scion bbX concept (http://www.popularmechanics.com/automotive/new_cars/1270196.html?page=2).
Toyota also began holding parties, providing music and using other elements that are attractive to young adults to market its products in the U.S.(Scion bbX concept (http://www.popularmechanics.com/automotive/new_cars/1270196.html?page=2).
When it came time to market the Toyota Company in China, Toyota originally decided to move toward the marketing strategies it had been using in Japan. This decision may have been based in the fact that China and Japan are both Asian markets, however, the culture of China is moving much closer to the American culture than the Japanese culture, which…
Castillo, Cathy (2006) Comparative strategies in marketing http://www.gsb.stanford.edu/community/bmag/sbsm624/sbsm62428a.htm
Ran, Chang, Kim (2007) Mazda Aims to Rev Up Sales With New Demio/Mazda2
Tags: Demio, Japan, Mazda Motor Corp, Sales, Sales Force Management, Sales Strategy
Research by David Montgomery http://www.bnet.com/2407-13071_23-93482.html
Marketing Strategies for Coca-Cola
The key to the success of any consumer product is an effective marketing strategy. In order to develop such a strategy, it is necessary to carefully examine consumer needs and behavior in relation to the product and adapt marketing techniques to target and address these needs. As one of the top beverage manufacturers, Coca Cola must focus on ways to continually meet the beverage needs of a diverse marketplace that demands variety and choice in products.
Several factors have recently affected sales of Coca-Cola products, included various international economic crises as well as anti-American sentiments abroad that fuelled boycotts ("New formula Coke," Economist, 2001). Also, an increasingly health conscious consumer has caused sales of non-carbonated beverages, such as bottled water and juices to sky-rocket, which necessitated some regrouping for Coca-Cola ("New additions and reformulations," Beverage Industry, 2003). The enormous purchasing power of overseas consumer markets also…
Bruss, J. "Reaching the world." Beverage Industry 92.12 (2001): 28.
Bruss, J. "SCC (single can of cola) seeking perfect consumer." Beverage Industry 92.4 (2001): 46.
Keenan, F. " Friendly spies on the net." Business Week 3740 (2001): 26-29.
Kramer, L. "Beverage makers flood city with ads to give brands fizz." Crain's New York Business 17.20 (2001): 4-6.
marketing strategies of Coca-Cola and Pepsi in Thailand and UK
Coca-Cola and Pepsi, rated among the top companies in the world share a common fact - for several years, both these companies have been successfully selling a simple product made of water and sugar to almost all countries. This would have been impossible unless the companies were able to create sustained excitement over their products and brands among the people and its employees. (Davis and Dunn, 2002)
This study is of interest because both are extra-ordinary companies in terms of brand penetration in even the toughest markets such as China and the middle-eastern countries. Coca-Cola is the world's number brand and Pepsi is also among the top brand names in the world. In 2000, Coca-Cola's sales surpassed one billion units per day and it had 239 products, selling across 200 countries. Coca-Cola and Pepsi are seen as arch rivals by…
Angel, M. "The Taste Challenge" Retrieved at http://www.enjoyment.independent.co.uk/food_and_drink/news/story.jsp?story+496974 www.enjoyment.independent.co.uk/food_and_drink/news/story.jsp?story=496974Accessed on 25 April 2004
Pepsi Targets Asian Markets" (March 24, 2002) Asian Market Research News Retrieved from www.asiamarketresearch.com/news/000114.htm. Accessed on 25 April 2004
Coke recalls controversial water" (2004) BBC News
Retrieved at http://news.bbc.co.uk/1/hi/business/3550063.stm19 March Accessed on 25 April 2004
You got to be sure the path you have chosen pays you well. Market should be moderately big, not so small nor too big as it can make it difficult to score more than 50% share that you can have in it. Plus, competitors should be reasonably less (Luther, 2011). Another factor by Guiltinan and Paul (1994) depicts that the major portion of marketing budget is absorbed in advertisements. Managers should be capable of determining that the effectiveness of advertisements is adequate enough. Advertising managers should be very skilled and objective in their respective field. But at the same time memorable advertisements not all the time increase sales of a product. The author quotes the significant example of Pepsi that how in its "chill out" campaign gained popularity but could not make its sales comparable to Coke (Guiltinan and Paul, 1994).
Similarly, Paula expresses her views regarding competitive trends being…
Baker, Michael (2008). The Strategic Marketing Plan Audit, 3.
Guiltinan and Paul (1994). Marketing Management, Strategies and Programs, fifth edition, 14-15.
Luther (2011). The Marketing Plan: How to plan and implement it.
The buzz is mainly employed for ensuring rise in the sales, which will correspondingly result in the higher profits. There have been different products including Trivial Pursuit, Cold Mountain, and Hotmail which were able to achieve the focus and attention in the market not through the medium of advertising, but solely through buzz (Margo, 2006). If the buzz is used in appropriate manner, it supports advertising of the product in efficient and effective manner. It has been observed that 'an advertisement will never enjoy the credibility of buzz, but it can get closer by simulating buzz through testimonial advertising, such an execution is challenging' (Peyton, 2002). The success of the buzz is relevant to the verification of its authenticity. The credible buzz have resulted in the promotion of the brands on different accounts, 'the testimonials were highly credible because they were customers, and not just customers, but customers that actually…
Margo Berman. Street-smart Advertising: How to Win the Battle of the Buzz. Rowman & Littlefield Publication. 2006. pp. 34-76.
Peyton Paxson. Media Literacy: Thinking Critically about Advertising. Walsh Publishing. 2002. pp. 198-219.
Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. Advertising and Integrated Brand Promotion. Thomson South-Western. 2006. pp. 565-576.
Marketing Strategy Problem - In 1-2 pages, describe the Use course concepts in your explanation. For example, from the organization's perspective and the consumer's perspective, explain whether this problem is one of affect and cognition, behavior, environment, or a combination.
The company that is under consideration here is SABMiller Inc. The current situation with SabMiller Inc. is that the company has consolidated its efforts and has focused on a merger and acquisition strategy in order to capture the market and in order to develop its product line in accordance with local tastes.
However recently the situation is pointing to stagnancy in its growth as its Miller operations in America are not growing as expected by the management. Moreover the company is facing difficulties in developed country markets as these are already saturated. And at the same time it has not been able to make inroads into young markets such as…
For the first 2010/2011 fiscal quarter ending Aug 31, FedEx Freight generated revenue of $1.26 billion, up 28% from last year's $982 million, but made a loss of $16 million -- down from an income of $2 million a year ago (2010, FedEx).
FedEx Corp. reported gross revenue of $9.46 billion in the quarter, up 18% from $8.01 billion the previous year; operating income of $628 million, a 99% increase from $315 million last year; and net income of $380 million, a gain of 110% from $181 million in 2009/10 (2010, FedEx).
On September 15, FedEx shares dropped by 3.4% on the news that profits in the quarter ending August 31 (the first quarter of fiscal 2011) had totaled $380 million. Although they had doubled relative to the immediately preceding quarter, this profit level was still seen as somewhat below market expectations (2010, Company Profiles).
According to Investor's…
A to Z. Of Management Concepts & Models (2005). Porter's generic strategies, p. 272-277. Retrieved from Business Source Complete database.
Blois, K., Dibb, S. (2000). Market segmentation. Added Oxford Textbook of Marketing, p.380, sections 1-10. Retrieved from Business Source Premier database.
Boyle, M. (2008). UPS and FedEx Think Outside the Box. BusinessWeek, (4099), 064. Retrieved from Business Source Complete database.
Cambra-Fierro, J., Hart, S., & Polo-Redondo, Y. (2008, October 15). Environmental Respect: Ethics or Simply Business? A Study in the Small and Medium Enterprise (SME) Context. Journal of Business Ethics, 82(3), 645-656. doi:10.1007/s10551-007-9583-1.
marketing strategy direct marketing pricing activities strategy/Project improved duration . Make grader identify sections revised, (e.g. Track Changes feature Word).
The creation and delivery of the organizational service is linked to a wide array of costs, all of which are incurred in the organizational processes and operations. The more pertinent of them include the following:
Costs with the commodities, including the usage of the personal laptop and other desktop features
Costs with the software applications required to complete the documentation projects
Costs with utilities, such as electricity, internet, telephone bills and so on Costs with marketing and the promotion of the writing services
Other costs, such as administrative, the traveling to the offices and other such expenditures.
The prices would be set with the use of two primary pricing strategies. On a first note, the penetration pricing strategy would be used and it would see that…
Longenecker, J.G., Moore, C.W., Palich, L.E., Petty, J.W., 2005, Small business management: an entrepreneurial emphasis, 13th edition, Cengage Learning
McGrath, M.E., 2001, Product strategy for high technology companies: accelerating your business to web speed, 2nd edition, McGraw-Hill Professional
Parkin, M., Powell, M., Matthews, K., 2007, Economics, 7th edition, Pearson Education
Smith, T.J., 2011, Pricing strategy: setting price levels, managing price discounts and establishing price structures, Cengage Learning
marketing strategy a college athletic department. I a couple pages discussing background research a typical college athletic program, a school marketing increasing communities involvement ticket sales.
Most universities have intermural athletic programs. However, there is a wide variation in terms of the funding, success, popularity and approaches between these programs, spanning from Division I powerhouses to relatively noncompetitive Division III schools. Regardless of the nature of the program or the school, athletic programs can be powerful marketing and publicity tools for academic institutions. Alumni donations often increase after a successful season, as do applications from more competitive students. Also, success tends to breed success in athletics: the more successful and highly-promoted the program, the more top athletes will be inclined to apply to the school -- the more top athletes are drawn to the school, the greater the likelihood of athletic success in the future.
For example, when Northern Iowa…
Logue, Andrew. March's madness gives players, program at Northern Iowa a boost. USA Today. August 22, 2010. Available November 21, 2010 at http://www.usatoday.com/sports/college/mensbasketball/mvc/2010-08-22-northern-iowa_N.htm
marketing strategy of McDonald's
The message of healthy eating seems to have permeated our entire culture. The need to 'eat less and move more' is proclaimed everywhere in public service announcements. The White House has even instituted a campaign called 'Let's Move' to encourage healthy eating amongst young people. The obesity rate amongst young children is particularly worrisome, given that obese children are likely to grow into obese adults with chronic health problems. Yet the fast food chain McDonald's, which has long been criticized for its unhealthy food offerings, has been able to craft an effective marketing strategy that has enabled it to withstand its harshest cultural critics.
The first critical component of McDonald's marketing strategy is market segmentation. Although McDonald's products are popular all over the world, McDonald's is acutely conscious of the need to build a core audience and tailor its message to specific consumers. A key market…
Helm, B. (2010). Ethnic marketing: McDonald's is lovin' it. Businessweek. Retrieved from:
McDonald's food you can't get here. (2013). The Chicago Tribune. Retrieved from:
Addressing myths targeting the young is particularly important to stress online, given that is where anti-vaccine myths are often disseminated. The fact that the flu shot has minimal risks should also be addressed, to counteract the urban myths about its dangers. Online, links to useful 'myth-busting' sites about the flu and the spread of the flu can be provided.
Various types of persuasive motivations should be emphasized, across all the types of media used in the campaign. Older individuals may be motivated to get vaccinated because of a fear for their more fragile health -- but also because they do not want to put their grandchildren at risk. Older people may also be motivated by a sense of civic purpose, so as not to spread the disease. So might healthcare workers and teachers, both of whom are in contact with high-risk members of the public on a frequent…
Questions and Answers: Seasonal Flu Shot. (2010). Centers for Disease Control (CDC).
Retrieved October 28, 2010 at http://www.cdc.gov/flu/about/qa/flushot.htm
They represent estimations regarding key factors that influence the company's activity. It is recommended that the marketing plan takes into consideration a small number of hypotheses that refer to critical aspects.
The objectives of the marketing plan reflect the company's mission and general objectives. They are formulated in a concise manner, in quantitative or qualitative terms. It is recommended that each objective is established in accordance with the SWOT analysis.
Marketing strategies are a very important component of the plan. Strategies indicate courses of action. They refer to each element of the marketing mix: product, price, distribution, and promotion.
The marketing program allows describing the tactics used by the company in order to attain its objectives and to apply its strategies. The program presents actions that will be performed by the company, employees involved, deadlines, and costs.
The budget is established in accordance with the marketing program. Allocating financial resources…
Marketing strategy (2008). Wikipedia, the free encyclopedia. Retrieved April 28, 2008 at http://en.wikipedia.org/wiki/Marketing_strategy .
Fuchsberg, G. (1994). Visioning Missions Becomes Its Own Mission. The Wall Street Journal.
Write a marketing plan (2008). The Chartered Institute of Marketing. Retrieved April 28, 2008 at http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073869186.
Marketing (2008). Department of State and Regional Development, Australia. Retrieved April 28, 2008 at http://www.smallbiz.nsw.gov.au/NR/rdonlyres/6A4F86A1-1B04-4A39-9774-5E09A6F83F2E/0/Marketing.pdf.
Having these in mind, the appearance of this section might have been the main reasons for which new readers from the young generation have been convinced to become regular readers of the journal.
All in all, it can be inferred from the above-mentioned statements that Wall Street Journal has been drawn towards the same time as the business world; with one of the greatest histories in the periodicals' world, a great number of readers and an unimaginable prestige, the American Journal, later on adapted to the Asian and European tendencies as well, would remain a reference paper for the business world in the new century as well.
Rosenberg, Jerry M. Inside the Wall Street Journal: The History and the Power of Dow Jones and Company and America's Most Influential Newspaper. New York: Macmillan, 1982, 345 pp.
The Wall Street Journal, at http://en.wikipedia.org/wiki/Wall_Street_Journal;
The Wall Street journal, at http://www.answers.com/library/ritannica%20Concise;
Rosenberg, Jerry M. Inside the Wall Street Journal: The History and the Power of Dow Jones and Company and America's Most Influential Newspaper. New York: Macmillan, 1982, 345 pp.
The Wall Street Journal, at http://en.wikipedia.org/wiki/Wall_Street_Journal ;
The Wall Street journal, at http://www.answers.com/library/Britannica%20Concise;
Press reports on world history standards: Wall Street Journal, at http://www.hartford-hwp.com/archives/10/009.html ;
Law Firm Marketing Strategy
International marketing involves firms' marketing mix decisions across international boundaries. On the other hand, international marketing involves an operating marketing strategy to capture the markets across national boundaries. However, intense global competitions within the international business environment require firms to employ effective marketing strategies to capture international market shares. (Alansari). A clear and focused international marketing strategy requires firms to understand markets they are intending to target and operate. However, international marketing strategy for legal professionals in the Middle East needs building a strong brand loyalty that is difficult to challenge. (Doole, & Lowe).
Essentially, professional law service firms are built around senior attorneys who have built professional skills, and success of individual attorneys is built not only on the marketing strategy, the success depends on how attorneys market their career. Attorneys possessing a skill set in the international financial market practicing with international firms and…
Alansari, A.A. Public relations in academic libraries in Gulf Cooperation Council (GCC) states. Library Management 34(1/2): 68-82. (2012).
Doole, I. & Lowe, R. International Marketing Strategy, Analysis, Development and Implementation, (5th Edition ) USA, Seng Lee Press. (2008).
Hague, A. Financial Times' Average Daily Global Audience (ADGA): Methodology April 2012 -- March 2013. Financial Times. United Kingdom. (2013).
Ong, C. & Wang, S. Managing Citizen-initiated Email Contacts. Government Information Quarterly, 26 (3): 498 -- 504. (2009).
Porter's 5 Forces
One of the most volatile and unstable industries is that of the grocery industry. There are many substitute goods and the product is perishable. ivalries are high because of the availability of substitute goods, the ease of transfer of consumption habits, challenges in the supply chain, and rival new entrants. Whole Foods is an excellent example of a company which has had to carefully hold onto its niche marketing strategy of offering organic and specialty goods, versus solely competing on price. The threat of new entrants is high given that customers can choose to purchase organic goods at Wal-Mart and Target, not just Whole Foods, as well as patronize their local farm stands. Substitute products are plentiful not just in the form of other grocery products but also in the form of buying prepared foods from healthier chains like Chipotle. Competitive rivalry is more intense than ever…
Ozanian, M. (2015). How CrossFit became a 4 billion dollar brand. Forbes. Retrieved from:
Digital World and Luxury Brands
Why do companies need a digital marketing strategy?
What is the importance of digital marketing strategy in a company? The simplistic answer is the loss of opportunities and business. Digital marketing strategy formulation helps in making informed decisions about ones foray into digital marketing arena and ensuring that all the hard work is focused towards the fundamentals of digital marketing, which happen to be the most pertinent to a business. This is the initial step towards understanding the dynamics of the evolution of digital technology on the market place and its relation to the company. Increment in target market doesn't necessary depend on the type of business, but on digital technology to research, assess as well as buy the products they intend to consume. A coherent strategy of initially engagement and subsequently retention via digital technology helps a business in utilizing available opportunities thus being…