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Apple's trade show focus is on its core markets of science and research, education (which is nearly 30% of total laptop and PC sales) (Apple Investor elations, 2011), enterprise, and the vast global home market (Mitchell, 2011). Apple is very selective about the trade shows it participates in based on these criterion of markets served and total available market available, and also uses a series of metrics and key performance indicators (KPIs) to measure performance (Mitchell, 2011). The effectiveness of this strategy has been quantified in the overall growth of each of Apple's core market segments over time (Cuneo, 2003).
Personal Selling and Public elations
Apple is known for being exceptionally successful in the areas of enterprise selling and enterprise software integration to its iPhone and iPad, with these devices dominating the Fortune 1,000 marketplace (Apple Investor elations, 2011). The approach Apple takes to direct selling in the enterprise, education…
Apple, Investor Relations (2011). Investor Relations. Retrieved October 18, 2011, from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Cuneo (2003) - "Apple Transcends as Lifestyle Brand," Advertising Age, Alice Z. Cuneo (15 December 2003).
Cusumano, M.. (2008). Technology Strategy and Management: The Puzzle of Apple. Association for Computing Machinery. Communications of the ACM, 51(9), 22
Mitchell, G.. (2011, September). I'm With The Band. Billboard, 123(33), 42.
SWOT ANALYSIS AND POMOTIONAL STATEGY FO KOZY SHACK'S
SWOT analysis for Kozy Shack's refrigerated pudding business
Kozy Shack, a company, dealing with the manufacture of rice Pudding has embraced substantial growth and expansion in its revenue. The Company is, however, facing a challenge with increasing competition in the market with a majority of them targeting the Kozy Shack's core market -- the adult market in the pudding industry. This paper presents Kozy Shack's SWOT analyzes, the company's market structure and strategy ideal for the company.
Increasing revenue base; the company has embraced increasing volumes of revenues owing to rising demand for their produce. This allows the company an opportunity to increase its capital base and venture into the most innovative strategy of meeting customer needs.
The product's uniqueness; Kozy Shack's pudding is traditionally made with no artificial ingredients and preservative. This is a unique preference feature that competitor's product…
Gurau, C. (2008). Integrated online marketing communication: implementation and management. Journal of Communication Management, 12(2), 169-184.
Henke, C. (2007). How Customer-Appealing Design and Branding Win New Riders: Data and Best Practices. Presented at APTA Bus and Paratransit Conference, Nashville, TN.
Kotler, P., Armstrong, G., Brown, L., & Adam, S. (2006). Marketing, 7th Ed. . Australia: Pearson Education / Prentice Hall.
Michael E. Porter. (2008). The Five Competitive Forces that Shape Strategy. Harvard Business Review, 86-104.
Product/Services/Promotional Strategies Offered by XYZ Company, and My Own Web Page
Web Promotional Strategies
A Report on the Product/Services/Promotional Strategies of Kentucky Fried Chicken
Kentucky Fried Chicken is a well-known brand in fast food restaurant. Started with a single recipe of Colonel Sanders, the restaurant has developed networks worldwide, offering fast food services family target market and franchise opportunities for investors. The company has seriously developed the web site as a gateway for its customers and business partners. The main KFC web site provides complete information about its menu options and knowledge center about fast food and family events options, while also provide links to its franchise information center. It has the familiar colors, logo, and picture of the Colonel as the main presentation to visitors.
In the main business operation, KFC has a very large target market, in all demographic areas. The company addresses human's basic need of food,…
Product/Services/Promotional Strategies offered by Black Diamond Equipment and My Web Page
eport on Product/Services/Promotional Strategies offered by Black Diamond Equipment
Black Diamond designs and manufactures a complete line of authentic, inspired, performance equipment for rock climbers, ice climbers, alpinists and backcountry and telemark skiers. Black Diamond's products are targeted toward those who are dedicated to the process of climbing and skiing. Especially Black Diamond likes to promote its products for young people who take pride and enjoy rock climbing, alpinism or backcountry skiing. Black Diamond also targets its products for kids to provide them equipments that are versatile and lightweight and can be used for mountaineering. Moreover, Black Diamond's captures a share of market because of its high level of expertise in manufacturing high quality devices and equipments that have made the experience of rock climbers and skiers enjoyable. Black and Diamond prides the quality of its products that…
Kotler, P. (1991). Marketing Management. New Jersey: Prentice Hall.
Kotler, P. And Armstrong, G. (1996).
Principles of Marketing. New Jersey: Prentice Hall.
Small Business Growth
Achieving the desired organizational growth is a dream most organizations aspire to realize. Organizational growth entails an increase in the total productivity, sustainability, and competitiveness in the marketplace. Organizational behaviors such as the adoption of the desired culture, leadership style, and effective management of the employees ensure the realization of the desired organizational growth. However, environmental factors such as the adoption of the new technology, constantly changing consumer demands, and stiff competition make the realization process a challenge. Despite these, adoption of the most effective interventions often enables organizations to achieve their objectives (Neale & McElroy, 2004). Therefore, this research paper analyzes a case that involves a small business owner (Kelly) who plans to expand her business.
Kelly should take some steps while organizing and prioritizing her business growth strategies. Mrs. Kelly should consider involving the employees of her business in the planning and prioritization of…
Arriola, L.R. (2012). Multi-ethnic coalitions in Africa: Business financing of opposition election campaigns. New York: Cambridge University Press.
Cinnamon, R., & Helweg-Larsen, B. (2006). How to understand business finance. London: Kogan Page.
Dlabay, L.R., & Burrow, J. (2007). Business finance. Mason, Ohio: South-Western.
Neale, B., & McElroy, T. (2004). Business finance: A value-based approach. Harlow [u.a.: Prentice Hall.
Walt Disney's Marketing Mix/Strategies
Product and Service Strategy
The products offered by Walt Disney are much more tangible and services. These products have offered Walt Disney high awareness among many customers in the market. The products are designed to meet the specific needs and preferences of the customers in the diverse market. Walt Disney has gone ahead to customize all of its products under certain characteristics of the company. These characteristics help to differentiate and demarcate its products from those of other brands in the market (Deodhar, 2013).
Prices of goods and services offered by Walt Disney are not low. Nonetheless, when one makes a comparison of the prices of products and services of Walt Disney and those of other competitor brands, he or she will realize that the prices are fair, with consideration of the quality and quantity of the products produced by Walt Disney. Pricing is…
Deodhar, S. Y. (2013). Why I Am Paying More: Price Theory and Market Structure Made Simple. University Press,
Hubbard, R G, and Anthony P. O. (2006). Microeconomics. Upper Saddle River, NJ: Pearson/Prentice Hall, 2006. Print.
McDaniel, C., D, Joseph F. H, and Charles L. (2014). Marketing 8. Harvard .University Press,
Salinger, Bob, & Len Testa. (2011). The Unofficial Guide to Walt Disney World 2011. New York: New York Press
Also, it has to expend a huge amount on marketing and promotional efforts which significantly decreases its profit margins. The company has also restricted itself to the coffee product only -- adding more products can also help it gain a higher market share (Kurtz, MacKenzie, & Snow, 2010).
Competitor Analysis and Differentiation Strategy
Mochalicious Coffee directly competes with the small and large scale coffee and beverages brands like Starbucks, McDonald's, Dunkin Donuts, Barista, Seattle's, Au Bon Pain, Biggby Coffee, Caribou Coffee, Blue State Coffee, etc. These top coffee brands compete with each other on the basis of quality, taste, and pricing of their products. In order to compete with these competitors, Mochalicious Coffee has to charge a competitive price as well as maintain the top quality and taste of its coffee. It also makes every effort to differentiate its products from those of its competitors so that customers always prefer…
Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing, 8th Edition. U.S.: Prentice-Hall
Kurtz, D.L., MacKenzie, H.F. & Snow, K. (2010). Contemporary Marketing, 2nd Edition. Toronto: Nelson Education
Paley, N. (2006). The Manager's Guide to Competitive Marketing Strategies, 3rd Edition. London: Thorogood Corporation
oyal line clothing Marketing Plan
oyal line clothing is a company that undertaking production and distribution of casual clothing for both men and women. The company's clothing lineup is ideal for individuals with a passion for outdoor activity as well as those aspiring to embrace this type of life style. Manufacture of the clothing lineup is undertaken in such a way to afford the users a feel for their love and passion for outdoor activities. This is by making logos on the clothing for different sporting and outdoor activities. This labeling creates an opportunity for royal line clothing to capture interest of many outdoor enthusiasts thus widening the potential customer base.
oyal line clothing understands that casual clothing line up needs to deliver to the potential and existing clientele a feel of the outdoors. This is achieved by picking colors for the clothing closely related to nature. The…
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.
Gibson, & Eric. (2006). Sell What You Sow. The Grower's Guide to Successful Produce Marketing. Auburn, CA: New World Publishing.
Kotler, P. (2000). Marketing Management Analysis, Planning, Implementation and control. New Jersey:: Prentice Hall.
Coke and Pepsi Advertising Strategy
Pepsi's advertising and promotional strategies in India
Coke's advertising and promotional strategies in India
Why advertising and promotional strategies vary from country to country and whether culture influences this
Any advertising strategy that an organization comes up with should be tailored to catch the attention of the consumers and make them change their behaviors. Such strategies put an organization in a position to impact on their target markets especially when the consumers of their products take note of their products and eventually change their buying behaviors. Once the consumers of their products have developed some favorable attitude they will always go for the organization's brand whenever they intend to consume the product. This paper seeks to compare and contrast the advertising and promotional strategies that Pepsi and Coke uses in countries they operate in especially India. The paper undertakes to describe, analyze, and evaluate how…
Gupta, S., Naganand, K and Narang, A.S. (2008). Image Advertising: The Advertising Strategies
of Pepsi And Coca Cola in India. Retrieved June 20, 2012 from http://tejas-iimb.org/articles/58.php
Kapferer, J.N. (1992). Strategic Brand Management, New York: Free Press.
aid Mr. Harris: "We are always looking at new ways to reach our customers through innovative digital platforms." Mobile works well since "There is rapid growth in mobile devices supporting more and more of the everyday tasks that people want to perform."
Another highly successful mobile application has been that of American Express' Android version of its free mobile app, which has had more than 1 million views since 2011. The mobile apps are free as are the apps that AE has implemented via social media (ibid.)
The American Express (AE) Credit Card Company markets itself in various ways. avvy with its promotional and publicity performance, it has put together a variety of tools -- some of them innovative -- that it uses for its own promotional ends. These include extensive featuring of celebrities, innovative media campaigns, cause activity promotional ends, innovative use of social media, as well as…
CNN Money "World's Most Admired Companies 2011." Fortune. http://money.cnn.com/magazines/fortune/mostadmired/2011/full_list/
Facebook Members Project from American Express
Gillin, Stephen (September 7, 2011) Altruism drives AmEx small-business strategy http://www.btobonline.com/article/20110907/SOCIAL05/309079998/altruism-drives-amex-small-business-strategy#seenit
This he can do by engaging in extensive advertising, public relations, sales promotion, personal selling, internet marketing, and sponsorship. Depending on the resources available, the client can use any form of mass media that is within his means. He can also go for the services of public relation companies to obtain favorable publicity within the media. The client can also make use of money off coupons or special offers to increase sales volumes in short-term. Internet marketing techniques like social media and videos on demand can also come in handy (Chaffey, 2007). Message strategy should be well thought out. The message should reinforce the benefit of that product (Schultz & Dev, 2005).
2.1.4 Place Strategy
This stands for ways by which goods are transported from the client to the end users. The client has to ensure that goods reach the market when they are still in good condition failure to…
Beamish, K., & Ashford, R. (2007). Marketing planning 2007-2008. New York: Elsevier.
Chaffey, D. (2007). E-business and e-commerce management: strategy, implementation and Practice. New York: Pearson Education.
Christensen, C.M. (1997). The innovator's dilemma: when new technologies cause great firms to fail. Boston, Massachusetts: Harvard Business School Press.
Galavan, R., Murray, J., & Markides, C. (2008). Strategy, innovation, and change: challenges for management. Oxford: Oxford University Press U.S..
The managers will not act as apologists for staff failures, but will instead accept responsibility for the deviation. The manager will outline the situation as he or she understands it and the different steps that have been taken to remedy the situation. If a direct remedy is required for the customer, then the customer shall receive a direct remedy from the company.
hile such a policy may be costly to implement, the casual dining segment of the restaurant business is subject to intense competition. Any misstep on the part of the company is likely to result in a lost customer unless significant outreach is taken. Any customer who complains is somebody who wishes to do future business with us and is looking for a reason to justify that future business. e shall take that to heart and use their complaint as an opportunity to create a local customer who gives…
Hall, B. (2001). A new approach to measuring advertising effectiveness. Howard, Merrell and Partners. Retrieved May 27, 2010 from http://answerstream.com/media/New%20Approach.pdf
All Business.com. (2010). Metrics for measuring ad campaign effectiveness. AllBusiness.com. Retrieved May 27, 2010 from http://www.allbusiness.com/marketing/advertising/1415-1.html
Michman, R., Mazze, E. & Greco, a. (2003). Lifestyle marketing: Reaching the new American consumer. Westport, CT: Praeger Publishing.
Andreassen, T. (1999). What drives customer loyalty with complaint resolution? Journal of Service Research. Vol. 1 (4) 324-332.
Thus, all content will be designed to avoid such data collection (no signups or memberships, for example) (Aftab, 2005).
The company will also engage in a public relations strategy. The company will actively seek appearances on talk shows and other media to spread the word about our new squeezable colored peanut butter. The public relations program will emphasize the dual messages of fun and nutrition with which we want to associate ow Butter. The public relations program will largely be targeted during the launch -- by the end of the calendar year (four months after the school year has begun) the public relations program will draw to a close.
Direct marketing and personal selling will be focused on the school lunch program administrators. At first, this element of the marketing program will be focused on direct marketing rather than personal selling. The cost of maintaining a traveling sales force is…
NetMBA.com. (2007). Pricing strategy. NetMBA.com. Retrieved May 25, 2010 from http://www.netmba.com/marketing/pricing/
Bovay, K. (2008). When to use a product line pricing strategy. EZine Articles. Retrieved May 25, 2010 from http://ezinearticles.com/?When-to-Use-a-Product-Line-Pricing-Strategy&id=1341523
Aftab, P. (2005). The Children's Online Privacy Protection Act of 1998 (COPPA). Aftab.com. Retrieved May 25, 2010 from http://www.aftab.com/coppainanutshell.htm
Infotrends.com (2010). Distribution strategies. Infotrends.com. Retrieved May 25, 2010 from http://www.capv.com/public/Content/MRD/Projectdescriptions/distributionstrategies.html
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.
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
Marketing Strategies for ODI Lens
Target Customers and Market Segmentation
Major Target Groups
Pricing Strategies for ODI Lens
Introduce at the minimum possible price
Convincing the potential farmers
Selling and Promotional Strategies for ODI Lens
Forecasting Unit of Sales for the Next Three Years
Optical Distortion Inc. is a small scale business corporation that manufactures contact lenses for chickens to impair their eyesight. The lenses manufactured by ODI are used by chicken farmers in order to reduce chicken cannibalization and trauma which occurs after debarking process. It also improves the feeding efficiency of the chicken farm. Optical Distortion Inc. has brought revolutionary change in the chicken farm management by replacing the traditional techniques of reducing cannibalization with the usage of ODI lenses.
ODI lens is a thin plastic or glass lens that is placed on the Cornea of a chicken's eye and restricts their…
Beauchamp, T.L. 1983, Case studies in business, society, and ethics. Englewood Cliffs, NJ: Prentice-Hall
Clarke, D.G. 1999, Optical distortion, Inc. Boston, MA: Harvard Business School Publishing
Corey, E.R., Lovelock, C.H., & Ward, S. 1981, Problems in Marketing. New York: McGraw-Hill series in marketing
Optical Distortion, 2012, About Us. Available from [Accessed June 9th, 2012]
The bottom line is that by seeking to create operational efficiencies through process improvement, the company has been able to continually become more profitable and grow more efficiently than its competitors.
Appendix A: McDonald's Financial Analysis
McDonald's Corporation atio Analysis
OA % (Net)
OE % (Net)
OI % (Operating)
EBITDA Margin %
Calculated Tax ate %
evenue per Employee
Net Current Assets % TA
LT Debt to Equity
Total Debt to Equity
Total Asset Turnover
Accounts Payable Turnover
Accrued Expenses Turnover
Property Plant & Equip Turnover
Cash & Equivalents Turnover
Pat Galagan "OLD SCHOOL GETS NEW OLE. " T + D 1 Nov. 2006: 36-39,4. ABI/INFOM Global. ProQuest. 24 Feb. 2009
Joyce Jenkins.. "Cooking Up a ecipe for Effective Leadership. " Leadership in Action 28.1 (2008): 16. ABI/INFOM Global. ProQuest. 23…
Pat Galagan "OLD SCHOOL GETS NEW ROLE. " T + D 1 Nov. 2006: 36-39,4. ABI/INFORM Global. ProQuest. 24 Feb. 2009
Joyce Jenkins.. "Cooking Up a Recipe for Effective Leadership. " Leadership in Action 28.1 (2008): 16. ABI/INFORM Global. ProQuest. 23 Feb. 2009
Macrae, Chris, Parkinson, Stephen, Sheerman, Janette. "Managing marketing's DNA: The role of branding. " Irish Marketing Review 8.(1995): 13. ABI/INFORM Global. ProQuest. 23 Feb. 2009
James P. Miller.. "McDonald's reports strong January sales. " McClatchy - Tribune Business News 10 February 2009, 12-14. ABI/INFORM Dateline. ProQuest. 21 Feb. 2009
The development of a product strategy is one of the most important components of introducing new products into the market. A product strategy is defined as a roadmap that provides an outline of the end goal of a product and what it would become upon completion. Business organizations increasingly develop and utilize product strategies because of their significance in strategic planning and marketing with regards to the achievement of desired organizational goals and objectives. The formulation of a product strategy is also critical because products and services usually undergo a life cycle of new product introduction, growth, maturity and decline. The different stages in new product introduction have considerable impacts on the marketing strategy and promotional initiatives. An example of a product strategy is the introduction of a new software product in the market.
Product Life Cycle for a Software
Marcu & Gherman (2010) define product life cycle…
Encouraging Seniors to Use the Internet
Promotional Strategies of AAP
Author's note with contact information and more details of collegiate affiliation, etc.
Encouraging Seniors to Use the Internet
Many seniors who do not use the Internet do not use it because technology makes them uncomfortable. There are seniors who may not see the ways in which technology assists them in their daily lives and do not see the use for learning new technologies such as the Internet. Some seniors may just be afraid. Whatever the reason, seniors should use the Internet just as much as any other population. In fact, the greatest demographic of users on the rise of FaceBook is people ages 55+. More and more, seniors are becoming more comfortable with the Internet and their usage behaviors will influence the digital landscape just as much as any other group of users. Websites such as the American Association of…
Bean, C. (2003) Meeting the Challenge: Training an Aging Population to Use Computers. The Southeastern Librarian, 51(3). Retrieved from http://digitalcommons.kennesaw.edu/seln/vol51/iss3/6 .
Cashen, MS, RN, M.S., Dykes, P., & Gerber, MD, B. (2004) eHealth Tehcnology and Internet Resources: Barriers for Vulnerable Populations. Journal of Cardiovascular Nursing, 19(3), 209 -- 214.
Sanner, B.M. (2004) Creating age-friendly websites. Journal on Active Aging, July/August, 20 -- 24.
MAKETING STATEGY, PLANNING & Management POCESS: APPLE & HTC
Analysis of the Marketing Strategy, Planning and Management Process
Apple Inc. is a multinational company incorporated in America and headquartered in Cupertino. The firm designs, sells, and develops consumer electronics, online services, personal computers, and computer software. The company is widely known for its hardware products such as the iPod media player, iPhone Smartphone, Mac computers, and iPad tablet computer. The company offers online services such as iCloud, App Store, and iTunes Store. The consumer software of Apple includes iOS and OS X operating systems, Safari web browser, the iTunes, and the iWork and iLife productivity and creativity suites.
In contrast, HTC Corporation was previously known as High-Tech Computer Corporation based in Taiwan and manufactures tablets and Smartphones. The headquarters is in Taiwan at New Taipei City. The company started in 1997, had the initial original equipment and design manufacturer focused…
Chen, C., & Qiu, H. (2012). The Analysis of Marketing Activities in Taiwan High-tech companies. Xin zhu shi: Guo li qing hua da xue.
Clow, K.E., & Baack, D. (2004). Integrated Advertising, Promotion & Marketing Communications (2nd Ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.
Estelami H. (2009). Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth. New York: Dog Ear Publishing.
Fabbi M. (2011). Feeding the Marketing Plan with Innovation and Responsibility. New York: GRIN Verlag.
H & M. Promotional Strategies
H & M. is a clothing store that operates in 38 countries and has about 76,000 employees. The motto of the organization is to bring fashion and quality to the customers at a reasonable price (H & M, Facts about H & M, 2010). H & M. is very popular in the United States (U.S.), United Kingdom (U.K.) as well as other parts of the world. This company sets itself apart from the competitors with its promotional strategies and keeping ahead of the competitors, using the marketing 4p's: price, product, promotion and place (Larenaudie, 2004).
H & M. takes advantage of all the available technology and new media social networking websites to promote their products. H&M have their own magazine which is used as a direct marketing tool to market their product. The organization also utilizes the press to give them free marketing, by inviting…
Fashion Retail Promotion 2009-2010., 2009. H&M Promotion Strategy. (Online) Available at http://fashionretailpromotion2009-10-group4.blogspot.com/2009/12/h-promotion-strategy.html (Accessed December, 8, 2010)
H & M. delivers 10.6 M. branded impressions via MyTown promotion: panelist, 2010. Mobile Marketer. (Online) Available at http://www.mobilemarketer.com/cms/news/content/7098.html (Accessed December, 8, 2010)
H & M, Facts about H & M, 2010. H & M. (Online) Available at: http://www.hm.com/gb/press__press.nhtml (Accessed December, 8, 2010).
Larenaudie, S., 2004. Inside the H & M. fashion machine. (Online) Available at http://www.time.com/time/magazine/article/0,9171,993352-2,00.html (Accessed on December 8, 2010).
(1998). "The Trouble with Nike" Motley Fool. Retrieved November 17, 2008 at http://www.fool.com/Features/1998/sp980324TroubleithNike.htm
Parker, Mark. (2006). "Nike's Strategy for inning the Footwear Game" Nike F1Q Conference Call Transcript retrieved November 17, 2008 at http://seekingalpha.com/article/17559-nike-s-strategy-for-winning-the-footwear-game
Corporate author, Nike. (2008). "Company Overview" Nikebiz.com. Retrieved November 17, 2008 at http://www.nikebiz.com/company_overview/
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Roll, Martin. (2008) "Branding and Celebrity Endorsements" Venture Republic. Retrieved November 17, 2008 at http://www.venturerepublic.com/resources/Branding_celebrities_brand_endorsements_brand_leadership.asp
Doyle, Nelson. (2007). "The orld's Most Recognizable Symbols and Trademarks" Bizcovering. Retrieved November 17, 2008 at http://www.bizcovering.com/Marketing-and-Advertising/the-orlds-Most-Recognizable-Symbols-and-Trademarks.52644
Rayport, Jeffrey (1996). "The Virus of Marketing" Fast Company. Retrieved November 17, 2008…
Nike 2008 Annual Report. Retrieved November 17, 2008, 2008 at http://media.corporate-ir.net/media_files/irol/10/100529/Areports/ar_06/docs/10k.pdf
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Surowiecki, Jim. (1998). "The Trouble with Nike" Motley Fool. Retrieved November 17, 2008 at http://www.fool.com/Features/1998/sp980324TroubleWithNike.htm
Parker, Mark. (2006). "Nike's Strategy for Winning the Footwear Game" Nike F1Q Conference Call Transcript retrieved November 17, 2008 at http://seekingalpha.com/article/17559-nike-s-strategy-for-winning-the-footwear-game
Competitive strategy is the bedrock on which companies base business decisions to reach their targets and achieve profitability. Formulating and implementing strategies in international business is much more complicated and difficult task than doing so in home or familiar markets. Competitive strategy deals with the development of abilities by a firm to keep ahead of competitors in the fields in which it operates. Firms develop competitive edge in global markets by possessing certain assets, abilities or characteristics. The primary elements of competitive advantage are the critical offer, the significant operating factors and the firm's strategic resources. (ennett and lythe, 2002) Corporate strategies and international marketing strategies are linked closely and have a bearing on business performance. (rown, 1994)
While some companies focus on a single source of competitive advantage, it is common for many firms to opt for a combination of options to be flexible and attain the…
Ahlberg, J; Garemo, N; Naucler, T. (1999) 'The Euro: How to keep your Prices Up and your Competitors Down', The Mclliney Quarterly, Volume: 2
Bennett, R. (1996) 'Relationship formation and governance in consumer markets: Transactional analysis vs. The behaviorist approach', Journal of Marketing Management, Volume: 12; No: 6
Bennett, R. (1999) 'International Business Frameworks', Second Edition, London: Financial Times/Pitman
Bennett, R and Blythe, J. (2002) 'International Marketing: Strategic Planning, Market Entry and Implementation', London: Kogan Page
What Salesforce does is create microsites, Twitter accounts, Facebook fan pages and LinkedIn accounts for their events, so that potential attendees can learn about the events' details through the channels that best fit their needs (Bernoff, Li, 2008). Each of these online approaches Salesforce uses are also heavily supported by video and audio clips, and an entire range of digital content that can be downloaded and played anytime potential attendees choose to. All of these aspects of strategies are also measured using online analytics as well, which are critical for all event marketing and selling strategies (Schwartz, 2011).
Of the many marketing and selling strategies for events, three of the more effective ones based on research include promoting online events in real-time, marketing an event using the natural beauty or attractiveness of the venue, and marketing events with a celebrity or thought leader. All three have proven to be…
Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
Rob Davidson. (2011). Web 2.0 as a marketing tool for conference centres. International Journal of Event and Festival Management, 2(2), 117-138.
Hoffman, D., & Novak, T.. (2011). Marketing Communication in a Digital Era: Marketers should focus efforts on emerging social, mobile and local trends. Marketing Management, 20(3), 37.
Matthew Schwartz. (2011, April). A holistic view of analytics: Marketers are making strides to connect metrics with companies' overall goals. B to B: Interactive Marketing Guide 2011, 96(4), 16.
The company is also interested in developing its product line in order to increase its number of customers.
In the construction industry, the price of the products used in this activity is very important. This is because contractors require large supplies of such products. Therefore, they are trying to find the smallest price for the highest quality. The company provides cost effective products. This means that these products of high quality can be purchased at smaller prices in comparison with the prices of competitors.
The company's promotional strategy refers to advertising on construction magazines, local newspapers, and direct mailing to companies in the construction business. In the case of products directed towards homeowners, the company intends to develop TV and radio ads. Several bonuses can be provided to customers that purchase several products from the company in order to increase demand for such products.
Coca-Cola pursues a differentiation strategy, and has built its company around the pursuit of this strategy. The strengths that the company has -- R&D, marketing, and heavy advertising -- all directly support the differentiation strategy. Coca-Cola uses its strategy to foster sources of sustainable competitive advantage, although the strongest of these is the company's brand. All told, Coke has an excellent strategy that does not result in many missed opportunities. There are different strategic directions that the company could take, but there is also evidence that Coca-Cola management is aware of these options and has rejected them. All told, the approach that the company has taken remains successful, and should be successful for the foreseeable future.
Porter's generic strategies typology highlights four main strategies that can be used to succeed in business (QuickMBA, 2010). Two of these are focused on niche markets, which obviously does not apply…
Interbrand. (2011). Best global brands 2011. Interbrand. Retrieved March 24, 2012 from http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2011.aspx
Kim, W.C. And Mauborgne, R. (2009), What is BOS? Nine key points of Blue Ocean Strategy. Retrieved on August 15, 2011 from:
Lee, M. (2012). The real story behind the real thing. CNBC. Retrieved March 24, 2012 from http://www.cnbc.com/id/33307309
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.
The primary threat comes from competitors.
C. The industry is relatively small right now, but there is growth in the demographic because today's new drinkers are from the so-called "millennial" demographic, a large generation. In general, however, drinking is down, and there is more focus on quality over quantity among all but the youngest drinkers.
3. Marketing Strategy
A. Cost leadership strategy, be the cheapest and let everyone know it
B. Mainly online promotion, and through major retailers.
C. Packaging will be basic, with a thin cardboard back and plastic front. Make the device easy to access and keep packaging costs low. Coloring should be "serious," so red and black. Large lettering, too. Streamlined packaging as much as possible for the bar owners.
D. Pricing is going to be $4.99, an industry-leading price
E. The brand is Arrive Alive. We want to focus on branding in the promotional strategy.
The effectiveness of promotional strategies is highly dependent on their ability to resonate and be relevant to the target audiences over time (Reference). This is the basis of the research being undertaken; to determine which promotional tools and strategies are the most effective in attracting, training and retaining the most talented and motivated volunteers for the London 2012 Olympic Games.
The following are the aims and objectives of this analysis. The primary objective of this study is to determine which promotional tools are the most effective in recruiting and retaining volunteers. In support of this objective, the following goals are defined:
a. To understand and segment the volunteer population in westernized nations including the UK, and determine the characteristics of these markets as they relate to volunteering for events.
b. To determine the psychographic attributes of each group as they relate to propensity to participate, contribute and assist in keeping…
Bibliography / references
Gary Adamson, Joe Pine, Tom Van Steenhoven, and Jodi Kroupa. 2006. How storytelling can drive strategic change. Strategy & Leadership 34, no. 1, (January 1): 36-41.
Armstrong, G., & Kotler, P., 2005. Marketing: An Introduction (7th ed.). New Jersey: Pearson Prentice Hall.
Bardhi, F., Rohm, A., & Sultan, F.. (2010). Tuning in and tuning out: media multitasking among young consumers. Journal of Consumer Behaviour, 9(4), 316.
Belch, G.A., & Belch, M.A.., 2004. Advertising and Promotion; An Integrated Marketing Communications Perspective (6th ed.). New York: McGraw- Hill/Irwin.
Global Marketing -- Country Penetration Strategies
Global marketing refers to the degree to which a business organization strategizes to operate in an international market in a competitive way. This paper focuses on the Country Penetration strategies that are formulated to ensure a potential entry and a sustainable future into a new international market (Lord & anft, 2000). The increasing trend towards Globalization has opened attractive opportunities for large-size organizations to expand their business operations in potential international markets. In order to thrive and develop their strong presence in those markets, organizations need to perform a comprehensive situational analysis and formulate marketing strategies so that they can avail the attractive opportunities and encounter the possible threats (Lord & anft, 2000).
This paper covers all those country penetration strategies that are devised by large MNCs when they target some international market as a part of their expansion or growth strategy.…
Achrol, R., S., (1991). Evolution of the Marketing Organization: New Forms for Turbulent Environments, the Journal of Marketing, American Marketing Association, Vol. 55, No. 4 (Oct., 1991), pp. 77-93
Dickson, P., & Ginter, J., (1987). Market Segmentation, Product Differentiation, and Marketing Strategy, the Journal of Marketing, American Marketing Association, Vol. 51, No. 2, pp. 1-10
Farley, J., (1964). Why Does "Brand Loyalty" Vary our Products? The Journal of Marketing, American Marketing Association, Vol. 1, No. 4, pp. 9-12
Gronroos, C., (1994). From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, Vol. 32 Issue 2, pp. 4-20
Pospective students inteested in pusuing a degee in a new field should be able to eview a clea outline of the options available in that egad. Howeve, all pomotional mateials should also cate to pospective students who need to fulfill specific couses to obtain cetifications o othe employment-specific skills without budening them with unnecessay pogam equiements if they wish to tae only individual couses. Futhemoe, to the extent any couses necessaily equie peequisites, the pomotional mateial should also make clea that those equiements ae capable of being suspended in individual cases by the appoval of instuctos o othe appopiate Acadia pesonnel.
Educational Goal Counseling and Job Placement Assistance
The Acadia pomotional stategy should also include extensive efeences to the availability of caee counseling and job placement assistance. This element of Acadia pomotional initiatives is especially impotant to attact those adult students who do not yet have a clea pictue of…
references to the availability of career counseling and job placement assistance. This element of Arcadia promotional initiatives is especially important to attract those adult students who do not yet have a clear picture of exactly how they wish to supplement their previous educational experiences and credentials to achieve practical objectives in the vocational environment. Ideally, the Arcadia University promotions package should provide an educational counseling service that is available prior to enrolment or matriculation to assist prospective students make decisions about their intended courses of study. This feature would attract interest both from those who are already potentially interested in the institution as well as from those who take advantage of it without yet having any specific interest in Arcadia but whose interest in attending the institution could be developed through that avenue.
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
The existence of an Integrated Marketing Communications (IMC) is aimed at providing a designed approach that delivers a consistent message to consumers transversely in advertisements including different media types like the Internet, TV, mobile phones, and magazines among others. In reality, any ad must communicate a consistent message to its varied audiences. IMC strategy is essential in today's business world because of the existing communication technology and the instant access to data using such devices such as the Internet. It is only by delivering consistent messages about an organization or brand that has helped many establish their brand in consumers' minds and that of their potential customers. It is from the computers and phones that many business professionals and consumers pursue information and link with other people and even businesses. As such, it is evident that the work and social surroundings are rapidly changing, and more people have…
Miller, F.P., Vandome, F.A. & John, M. (2011). Porter Five Forces Analysis. VDM Publishing.
Company-specific, sales, quote and order processes, customer service, and warranty and returns KPIs all reflect financial performance, over time, for any company. By measuring these KPIs and engraining them into the company culture, Citrus can create a sustainable differentiator in exceptional performance as well. The bottom line is that Citrus must turn accountable and measurable performance into a lasting competitive advantage over the long-term.
Analyzing Industry-Wide KPIs for PC Manufacturers
Areas of Measurement
Baseline: What is Measured
Project costs and expenses
Use as a baseline for defining OI
Number of orders per year
Determine configuration's impact on inventory turns
Current inventory and costs
Inventory turn savings
Lifetime cost per customer; avg. deal size by customer
Order cycle time
Order cycle times reduction of 35% or more recorded with mftrs contacted
Cost of Sales
Days Sales Outstanding reduction from 55 to 23 days on average…
AMR Research (2005) - the Handbook of Becoming Demand Driven. AMR Research Report October 6, 2006. Accessed with permission from the publisher. Lora Cecere, Roddy Martin, Debra Hofman.
AMR Research (2003) - Configuration is the Heart of Customer Fulfillment for Complex Product Manufacturers. AMR Research Report. Monday March 31, 2003. Retrieved from the Internet on May 4, 2008 at http://lwcresearch.com/filesfordownloads/ConfigurationIstheHeartofCustomerFulfillmentforComplexProductManufacturers.pdf
Askegar and Columbus (2002) - Channel Management Best Practices: It's All About Orders. AMR Research Report. Monday September 9, 2002. Retrieved from the Internet on May 1, 2008:
The customers want to watch out the promotional offers, and a recent survey showed that in many cases it would take discounts of up to 50% to persuade customers to make a purchase (Business Insider, 2012). Therefore, rather than appreciating the more consistent everyday low prices, the JC Penney customers have seen the move as taking away their opportunity to purchase goods on promotional offers. The result has been significant, in the first quarter alone the company saw revenue drop by 20%, with the firm losing 10% of their customers (Bickle, 2012). The strategies continue to struggle, with the 2012 revenues amounting $17,260 million, compared to $17,759 million in 2011, the result of 2012 was the lowest revenue in the last five years (Morning Star, 2013). This has had an undeniable negative impact on the company stock, following an initial gain of the strategy was announced, the firm has struggled,…
Blue idge Coffee Case Study
Sales Strategy for the Flavored Coffee
Following the introduction of the new flavored coffee, there is need for coming up with a sales strategy for increasing the sales of the new product. The strategy gives details on how the product will reach the customers, and in the end, making them aware of the difference between the new product-line with the other products from the company. These strategies are necessary for improving the total company sales, consequently increasing the profitability of the company. The strategy is also necessary for the coming up with sales activities that position the flavored coffee to a state where it can gain a competitive advantage in the market. The most appropriate sales strategy of choice for meeting the sales objective of the company is the triple-tiered sales strategy (Frain, 2009).
Justification of the recommendation
The strategy is necessary for the establishment…
Avila, R.A., LaForge, R.W., Ingram, T.N., Schwepker, C.E., & Williams, M. (2010). Sell.
Finnegan, D., & Willcocks, L. (2007). Implementing CRM: From technology to knowledge.
Hoboken, N.J: John Wiley & Sons.
Southwest Airlines Case Study
Companies often desire to overcome any industrial storm and become successful when carrying out their day-to-day operations. The following study shows how Southwest Airlines has tried and adopted various strategies that have made it successful just like other players. Factors like geographical expansion automation, streamlining are identified in this study as some of the factors that led to its favorable competitive advantage. Even with the possibility and the high prospects of success, the study appreciates the competitive nature of this market niche characterized by players like Continental and American West Airlines. The frequent re-evaluation of the adopted strategies is helpful in countering any unfavorable industry changes.
In the airline industry, Southwest continued to be successful due to its low-cost position regarding flying and their brand association. The 9/11 terror attack in the U.S. affected the airline industry because the terrorist used an airplane to…
Hauck, T. A. (2004). Southwest Case Study. Electronic Source
Former bestsellers, now in paperback, discounts on hardcover.
For those who prefer having hardcover books.
Allows price of Hardback to be within range of trade or PB.
More for gifts of collectibles.
Deep discounts at Amazon's outlet
All product categories
Deals dependent on close out, etc.
Designed to drive traffic to site on low e-commerce day.
Gift cards sent or emailed to anyone, anywhere
Keeping fiscal shopping with Amazon even if one cannot decide on a particular gift.
Gift cards are extremely popular in the contemporary gift giving market.
Also can be used as part of a wedding or baby registry.
Timed deals in all merchandise, changes every 4 hours.
Up to 70% discounts on many items.
People who like to shop; ex. HSN and ShopNBC types.
Sometimes great bargains, but one must check regularly to find them.
References Not Citied
Barnes, S. (2007). E-Commerce and V-Business: Digital Enterprise in the
21st Century. New York: Butterworth.
Barsh, J. et.al. (2000). How E-Tailing Can Rise from the Ashes. The McKinsey
University Suicide Prevention
A local university in a mid-size city in the upper Midwest is concerned about the dramatic increase in the rates of attempted suicides and suicides. The university's health center and local health department enlisted the help of the university's student advocacy group and St. Joseph Medical Center to help identify the cause of this problem and probable solutions to it. Following a comprehensive and organized healthcare needs assessment, the LGBT community in the university is identified as the most affected group. Based on reports from the institution's health department and mental health division, increased rates of suicide attempts and suicides occur among the LGBT student community. Additionally, most of the requests in the student advocacy center for information regarding STDs, suicide, and depression have come from this community. These reports are indicators of the university's apparent failure to meet the needs of this community and require suitable…
Haas et al. (2011, January 4). Suicide and Suicide Risk in Lesbian, Gay, Bisexual, and Transgender Populations: Review and Recommendations. Journal of Homosexuality, 58(1), 10-51.
Sweet, M. (n.d.). Depression and Anxiety in LGBT People: What You need to Know. Retrieved May 14, 2017, from http://www.mattsweet.com/lgbt-anxiety-depression-guide.pdf
Zeno, T., Warren, K. & Snyder, J. (2015, June 19). Outreach and Enrollment for LGBT Individuals: Promising Practices from the Field. Retrieved from U.S. Department of Health & Human Services website: https://aspe.hhs.gov/basic-report/outreach-and-enrollment-lgbt-individuals-promising-practices-field
ESTEE LAUDER INC. NEW PROMOTIONAL CAMPAIGN
Estee Lauder Inc.- New Promotion Campaign
The Estee Lauder Companies Inc. is considered as one of the leading manufacturers in the world of products including hair care, quality skin care, fragrance and make-up. The company is also considered as one of the world's leading marketers of these products. In this paper we have looked at their products with a totally new perspective and decided how their products would achieve higher brand shares if promoted today. The paper deals with a set of recommendations on proposed advertising for the leaders in Cosmetics -- Estee Lauder Inc. We have first reviewed the company and its products. Then we have looked at the different market segments it appeals to. Then we have chosen a few segments where we feel a change in strategy may help the products to achieve greater market shares.
The company was fist founded…
Gerson, Roselyn; Gerson, Alvin. "The Estee Lauder Solid Perfume Compact Collection 1967-2001" Collector Books; (January 2002)
http://www.elcompanies.com http://www.stars.com/style.com http://www.spartium.com/fragrances.htm
eward and Pay Strategy for Employees of a Company
Assessment of the organization in terms of its organizational strategy, objectives, mission and values
Organizational strategy of Coca-Cola Company
As a large co-operate institution, the company looks at its future with a view to dominating the beverage industry globally. The company has recorded tremendous growth for the past few decades. The growth is never a normal escalation of production level but also an expansion, which is sustainable. The company focuses more on meeting its short-term commitments at the same time; it invests in meeting its long-term goals. The company aims to achieve its long-term growth in that, the long-term growth will aim allow the careers to flourish. The company is building fundamental strength in marketing its products and innovation. It drives increased efficiency whereby there will be real effectiveness where it comes to interactions with the systems and the generation of…
Brown, D. (2010). Reward strategies: From intent to impact. London: Chartered Institute of Personnel and Development.
Saleem, S. (2010). Business envirornment. New Delhi: Pearson.
Dransfield, R. (2012). Corporate strategy. Oxford [u.a.: Heinemann.
epresentative Building Information Modeling Implementations in Other Countries
As noted above, evaluating the effectiveness of building information modeling systems remains challenging because of the relatively recent addition of this suite of modeling tools to the architect/designer repertoire, but there are some salient successful examples of such deployment from around the world as set forth in Table 1 below.
epresentative Building Information Modeling Implementations in Different Countries
Approximately 33% of architects and engineers were using BIM applications according to a 2007 survey; no case studies or other surveys of Finnish engineering firms have been conducted to date to the authors' knowledge (Wong, Wong & Nadeem, 2010). The major adopters of BIM include VTT. Building information modeling guidelines are being formulated with industry-wide support and collaboration (Wong et al., 2010).
The Norwegian Homebuilders' Association has encouraged the adoption of BIM industry wide; the major adopter of…
'a Case Study of BIM Implementation in India.' (2012, August 30). AEC Bytes: Building the Future. [online] available: http://www.aecbytes.com/buildingthefuture/2012/InformArchitects-CaseStudy.html.
'Around the world with BIM.' (2012). AEC Bytes. [online] available: http://aecbytes.com / blog/2012/05/09/around-the-world-with-bim/.
Cotts, D.G., Roper, K.O. & Payant, R.P. (2010). The Facility Management Handbook. New York: American Management Association.
Fisk, R. (2011, February 24). 'Tripoli: A City in the Shadow of Death.' The Independent
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
The first strategy is to promote the spa at the atermark Hotel. The spa is a key strength and competitive advantage of the hotel. Many new hotels have spas in them, but few hotels have exceptional spas, something the atermark has. A great spa can help attract both business travellers looking for a break after a hard day at work, and recreational travellers looking to relax (Minnini, 2007).
Spas, like hotels, are differentiated by their branding. Customers identify with the branding of a spa and will seek out this branding when they travel (Borgman, 2011). This means there are two options for the spa at the atermark. The company can continue with its current branding, which is linked to the hotel, or it can find a spa branding partner, which has an international name in the industry. Such a deal would allow the atermark to license the spa…
Borgman, P. (2011). New thinking on private branding for spas. American Spa/Spatrade.com. Retrieved May 8, 2012 from http://www.spatrade.com/spa-business/new-thinking-on-private-branding-spas
Minnini, T. (2007) The latest marketing strategy in the hospitality industry: Spas. Marketing Profs. Retrieved May 8, 2012 from http://www.mpdailyfix.com/the-latest-marketing-strategy-in-the-hospitality-industry-spas/
No author. (2012). Buyer behavior -- the decision-making process. Tutor2U.net. Retrieved May 8, 2012 from http://tutor2u.net/business/marketing/buying_decision_process.asp
NW Star. (2012). Isa passengers increase 10%. North West Star. Retrieved May 8, 2012 from www.northweststar.com.au/news/local/news/general/isa-airport-passengers-increase-10/2547664.aspx
Internet Marketing Strategy of Argos
The purpose of this essay is to examine the Internet marketing strategy of Argos. Argos is a home retail group and market leader in retail sales of home and general merchandise. Argos reports that it is a "unique multi-channel retailer recognized for choice, value, and convenience." (Argos Website, 2011)
Argos and the Online Market: Size and Growth
Argos customer base is approximately 130 million and reports state that 26% of Argos sales are via the internet channel with approximately 4 million customers placing orders by phone or online. The Argos website is touted as the website visited the most among high street retail websites in the United Kingdom in 2008. (Argos, Website, paraphrased) Argos is environmental conscious and caters to customers with disabilities. Argos was named the 'Online Toy Retailer of the Year 2009' by the ritish Toys & Hobbies Association (THA). (Argos Website, 2011)…
Argos Boost Sales with Award-Winning User Generated Content (2011) eCircle. Retrieved from: http://www.ecircle.com/uploads/tx_csrportfolio/ecircle-case-Argos-en.pdf
Argos Online and Mobile Sales Hit Nearly Half of Total Revenue (2011) CIO. 21 Apr 2011. Retrieved from: http://www.cio.co.uk/news/3275741/argos-online-and-mobile-sales-hit-nearly-half-of-total-revenue/
Burnett, John (2008) Core Concepts of Marketing. Global Text. Creative Commons Attribution 3.0. Retrieved from: http://globaltext.terry.uga.edu/userfiles/pdf/Core%20Concepts%20of%20Marketing.pdfhttp://globaltext.terry.uga.edu/userfiles/pdf/Core%20Concepts%20of%20Marketing.pdf
Charlton, Graham (2010) Multichannel Accounts for 43% of Argos Sales. Econsultancy Digital Marketers United. 4 May 2010. Retrieved from: http://econsultancy.com/us/blog/5850-multichannel-accounts-for-43-of-argos-sales
Media, Marketing Strategy and Promotional Content
The development of a successful marketing strategy and campaign is a process that requires extensive research, comprehensive details, and well-crafted implementation procedure. The need for these factors is fueled by the fact that having a single, grand idea does not necessarily contribute to a successful marketing strategy or campaign. This implies that marketers need to understand the position of the business or company in the marketplace in order to create relevant advertisements. It also entails giving room to any necessary improvements since the growth of the business will necessitate creation of a new marketing plan. When developing a marketing strategy, it is also important to understand the role of the media and the need for effective development of promotional content.
The media plays an important role in marketing and advertising because it serves as a platform for reaching new customers and markets.…
Cain, K. (2013, October 30). 6 Key Elements of an Effective B2B Content Marketing Strategy.
Retrieved November 4, 2014, from http://contentmarketinginstitute.com/2013/10/effective-content-marketing-strategy/
Entrepreneur (2003, December 11). How to Develop and Run a Marketing Campaign. Retrieved November 4, 2014, from http://www.entrepreneur.com/article/66016
Luke, L. (n.d.). 7 Steps to Planning a Productive and Successful Promotional Campaign.
Optimizing Promotional Spending -- Reliance Baking Soda
Evaluation and Budget Recommendations for 2008 Marketing Plan
Marketing Plan Problem Statement.
There is a need to optimize the promotional spending on brand advertising, product distribution, consumer promotion initiatives, and trade promotion programs. Faced with a 10% contribution to the Division's P&L, the Household Division of Steward Corporation will evaluate the current marketing plan and make recommendations for a 2008 marketing budget for the Division. Several problems will be addressed through changes in the marketing plan, which are designed to optimize promotional spending and provide a 10% contribution to the Division's profit. A constellation of problems -- which are highly interactive -- will be considered here. The trade promotion program and the consumer promotion campaigns are not operating in concert, nor are they achieving their stated goals. The trade promotion program has been co-opted by the merchandisers, such that, discounts are used to…
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
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 .
This means that during full agricultural seasons, prices will be lower, while during extra season, prices will increase. The price increase is explained by a lower and more difficult production of fruits and vegetables during winter times and also by the necessity to properly store the goods produced during the full season so that they remain fresh. In all, the retail price has to incorporate the production, transportation and storage costs and also the company's profit.
Currently, the average price promoted by Wokland is of 17 dollars per one kilogram of fruits and 10 dollars per one kilogram of vegetables. The net profit for 2005 was of 1.7 million dollars and the net profit for 2006 was of 1.5 million. In order to reach the desired 2 million dollars profit in 2007, the company has to increase their revenue sales by 33%. The easiest way to achieve increased…
Koplin, H.T., 1963, the Profit Maximization Assumption, Oxford Economic Papers, Volume 15, Number 2
Lipsey, R.G., Chrystal, K.A., 1989, Introduction to Positive Economics, 7 Rev Edition, Weidenfeld & Nicolson
Schneider, G., Knoedler, J., Sackrey, C., 2005, Introduction to Political Economy, 4th Edition, Dollars & Sense / Economic Affairs Bureau Inc.
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The company was in a difficult position during the previous year, losing significantly to discounter Target or to Wal-Mart and it even had to announce that it may leave the toy industry if things are not likely to improve during the next period of time. In order to "thin inventory," the company came up with heavy discount policies and gift cards to increase the volume of sales.
According to Dhruv Grewal, professor of marketing and retail at abson College, "it's time for Toys R Us to think outside the box." ut analysts say that Toys R Us may need more ideas, such as unique gift card options and co-op branding with other retailers to survive
Another type of policy used by toy retailers is to expand the categories so that people buy at one time, including books, music, video games and DVDs (as an advantageous package). This type of policy…
Wal-Mart doesn't plan to toy much with prices" http://www.usatoday.com/money/industries/retail/2004-10-11-toy-2004_x.htm
Grant, Lorrie. Wal-Mart doesn't plan to toy much with prices. On the Internet at www.usatoday.com/money/industries/retail/2004-10-11-toy-2004_x.htm.Last retrieved October 20
Considering they are purchased by a larger corporation which wishes to invest in newer and qualitatively superior technologies to manufacture better products, as the value of the product increases, so will its retail price. In a nutshell, there generally exists a direct connection between value and retail price, meaning that increased value generates increased price and vice versa, reduced value sells at reduced price.
3. Decisions and Actions Affecting the Marketing Manager
In order to ensure its overall success, each organization has to increase its efforts of integrating all features into the corporate culture and ways as to all lead to the achievement of the same formulated corporate goals. The marketing manager plays a vital role in aligning the strategies within his department to the overall objectives of the organization. The list of actions and decision that influence and challenge his actions is endless, including everything from market research to…
Maurice Fitzgerals Scott, 1991, New View of Economic Growth, Oxford University Press
Sushash C. Jain, 2005, Marketing Planning and Strategy, 7th Edition, Southwestern Publishing
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…
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Recommend how the company should take advantage of or respond to each of the marketing environment force examples (political, legal, and regulatory; technological; social; and competitive and economic forces).
To respond to the different regulatory changes, the company would have to follow the provisions that are stipulated in the new law. This would means increased legal consultants and procedures in place to ensure compliance. To respond to the changes in technology, the company can begin building a following for the discount stores on Face book and Twitter. They can also offer special discounts to those who are shopping online through their I Phones or lack erries. The social networking would help to create a core group of die hard Nordstrom consumers, similar to what Apple has, which would address various social issues.
Assume the company is planning to open stores in a new foreign market area, Mexico. Recommend an overall…
Nordstrom. (2010). Retrieved May 20, 2010 from Yahoo Finance website:
Duff, M. (2009). Nordstrom's Twilight Signals Mass Move to Recovery. Retrieved May 20, 2010 from BNet
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.
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Embedded Communication in Advertising
"There is no evidence that advertising can get people to do things contrary to their self-interest." -- JI Fowles, in Advertising's Fifteen asic Appeals
"Good advertising does not just circulate information. It penetrates the public mind with desires and belief." -- Leo urnett, Advertising Executive and Creator of the Marlboro Man
"The ability to attract new smokers and develop them into a young adult franchise is key to brand development." 1999 Philip Morris report
When the preceding collection of opinions regarding the influence of modern advertising are considered in conjunction with the iconic advertising image shown above, it becomes quite clear that, much like advertising itself, forming an informed position on this ubiquitous aspect of modern marketing is simply a matter of perception and perspective (elch 120). Corporate conglomerates and other private enterprises ascribe tremendous value to the persuasive power of advertising, bombarding the general public…
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Hyundaicard's Marketing Strategy: Case Study
rite a full case analysis: HyundaiCard's Marketing Strategy
Hyundaicard's marketing strategy
General overview of Hyundaicard
Current marketing strategy assessment
Assessment of the strategic alternatives
Qualitative ranking of alternatives
Market share of credit card companies
Preference of payment
Hyundaicard financial statements
This essay is a case study for Hyundaicard marketing strategy. Hyundaicard is a company situated in Korea's credit card industry. It forms the basis of the case study because of its' unique experience with marketing, since it was a late comer in the very competitive market it had to employ various marketing strategies in order to shift from being a market follower to being a market leader.
This study will first of all identify some key issues or aspects of the company after which it will conduct an evaluation and assessment of the company's internal and…
Pujari, D., Peattie, K. & Wright, G. (2004), Organizational Antecedents of Environmental Responsiveness in Industrial New Product Development, Industrial Marketing Management, 33 (5), July, pp 381-391
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market structures and the pricing strategies which are specifically related to each of them. The introductory section of the paper gives an overview of the four major types of market structures and explains the main features which draw distinguishing lines between them. These major types of market structures are perfect competition, monopolistic competition, monopoly, and oligopoly. The second section discusses the pricing strategies which are used by competitors in each of these market structures in order to compete with the other competitors or operate in a profitable and competitive fashion. A case study has also been included which gives a real life example of the market structure and pricing strategies of a specific company. The paper concludes by giving summary and key findings from the whole discussion.
Introduction to Market Structures
Market structure refers to the number of competitors operating in a particular industry and the level or intensity of…
Boyes, W.J., & Melvin, M. (2012). Economics, 9th Edition. Mason, Ohio: South-Western Cengage Learning
Gitman, L.J. & McDaniel, C.D. (2009). The Future of Business: the Essentials, 4th Edition. Mason, OH: South-Western Cengage Learning
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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.
How would you describe retailing? What are the four levels of service?
etailing is the act of selling a product or a service to the final end user for their own personal consumption and not for business use. The four levels of service include; Self- Service, Self-Selection, Limited Service and Full Service.
Why do intermediaries bother to sponsor their own brand? What is the role of private label brands in the market place?
The intermediaries sponsor their own brands in order to increase their sales volume and to increase their profits. The role of private label brands in the market is to build a customer base that identifies with a particular label as their chosen store over others in the provision of their supplies. Customers identify with the private label brands hence the decision to choose one store over another (Meera Mullick-Kanwar, 2001).
Describe wholesaling. Why do manufacturers not sell…
Marketing Teacher, (2000). Direct Marketing. Retrieved May 28, 2012 from http://marketingteacher.com/lesson-store/lesson-direct-marketing.html
Meera Mullick-Kanwar, (2001). The Evolution of private label Branding. Retrieved May 28, 2012 from http://www.brandchannel.com/papers_review.asp?sp_id=360
tutor2u, 2012. Distribution-Channel Strategy. Retrieved May 28, 2012 from http://tutor2u.net/business/marketing/distribution_channel_strategy.asp
Steve Banker, 2009. Supply Chain and Marketing: A Growing Collaboration. Retrieved May 28, 2012 from http://logisticsviewpoints.com/2009/07/29/supply-chain-and-marketing-a-growing-collaboration/