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A few of the Essay and Assignment tackled on Marketing
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| | Marketing Communication assignment on Eliana’s Kitchen | | | This assignment meets the below given criteria –
You work for the new agency and have been asked to advise Eliana on the following issue, critically analysing academic/theoretical thinking…
• Regarding the concepts of opinion formers and opinion leaders, critically applying these concepts to Eliana’s Kitchen.
• Of buyer behaviour, identifying the 3 main influencers on Eliana’s Kitchen consumer buyer behaviour
• Behind brand positioning, identifying a relevant marketing communications message for Eliana’s Kitchen.
• Regarding quantitative and qualitative research and how ONE method of communication research can be used to develop the above message at Eliana’s Kitchen.
• Finally, you are to critically analyse ONE marketing communication tool and identify how you would integrate it with Point of Purchase material in the first year of Eliana’s Kitchen launch.
Eliana’s Kitchen is a reputed company, well known in the field of manufacturing organic baby foods. The company has grown well over the past few years and now wants to go for an expansion drive by launching new products that will make the children eat healthy food from a young age. The company wants to know the various marketing strategies and tools used in the marketing of organic baby food and the consumer behavior in the purchase of organic baby foods.
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| | A case study of Sol Melia and requisite marketing strategy of Best Western Hotel in context to its findings | | | This report attempts to analyse SolMelia thoroughly and apply the findings to the Best Western hotel critically. Through the case study of Sol Melia, pointers for development of the future scope of Best Western Hotel have been sought. Sol Melia is the largest hotel operator in Spain (it was established in 1956) and a leader in the market. A look at its history has been beneficial to investigate into the pros and cons or the strengths and opportunities of the establishment in the market. In the face of Helms-Burton law Sol Melia came in a threatening position but looking at its strengths, its concern towards environment has been very strong. The result can be easily seen through its 2007 performance when Sol Melia exceeded its objective of raising an annual amount of 100 million Euros in revenues through asset sales. Sol Melia’s success can be credited to its excellent communication and relations that it maintains as well as to its easy adaptation and adoption of latest technology (SAPR3 technology). Luxury Destinations and Hospitality Business Solutions have been identified as the key marketing strategies for Best Western Hotel (BWH). Development of these strategies requires pinpointing of increased and more diverse accommodation offers and maximization of customer satisfaction through customer relationship management. The projected outcome of the implementation of these strategies is indeed positive. It not only promises to add value to the hotel reputation but also strengthen its base thereby, increasing the profits. In the face of cut throat competition, it is essential to adopt these forward looking strategies for the hotel. The BWH can gain an added advantage through these accommodation and customer relationship management relationship. | | |
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| | Analytical essay on the Role of Wine Labels | | | Wine consumption dates back to the times human civilization was first known. Wine preparation has evolved since then and currently wine manufacturing industry is growing at a rapid phase. Between 1998 and 2003 the global wine market has grown by 12 percent (Synergyst, 2006). Global wine industry is becoming sophisticated by the day and the consumers are becoming more choosy about what they drink (Synergyst, 2006). There are varieties of wines apart from the main variety i.e. red and white wine. The wine taste varies depending upon the time it is left to ferment (George, 1989). Some of the costliest wines are matured for over a century. Wines are made of variety of agricultural produces such as grapes, apple, rice, barley, rice and many other fruits and grains (MacNeal, 2001). However, the most popular wine type is the one made from grapes. Varieties of grapes are used to make wines. The common broad category of grapes used to make wines is white grapes and red grapes (MacNeal, 2001). The wines are also accordingly named as red wine and white wine or champagne. Wine labels are important source of information for customer as they convey the information on source and origin of wine. Some wine labels display types of grapes used in making the wine and some do not. When customers at hotels wish to know what the particular wine brand they are ordering is made of, the managers would find themselves in difficulty if the type of grapes is not mentioned on the label. Generic wine labels of wines made in France do not have grape varieties printed and varietal wine labels in Australia have the grape variety printed on the label. This report analyses the how the presence or absence of grape varieties printed on wine labels affect the hotel staff, managers and the guests. The report also recommends measure to deal with the issue when grape varieties are not printed on labels and customers insist on knowing it. | | |
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| | Article critique of 'Cultural values and Effective executional techniques in advertising' | | | The paper analyses the likeable executional techniques in advertising across five Asian countries including Hong Kong, China, Thailand, Indonesia and India. It examines how far these techniques are effective on purchase intentions. The aspect of cultural values is also seriously taken into account. A total of 1000 young adults from these countries have been interviewed, based on which there are classified seven advertising techniques and product categories. | | |
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| | Assignment exploring different aspects of Marketing Management | | | Marketing mix models are used by marketers to design marketing strategies for their product or service. The marketers make use of this model for optimal utilization of resources in production of goods and services. The marketing mix can be adjusted so as to meet the changing demand of the customers. The marketing mix comprises of 4 Ps of Marketing as product, price, place and promotion. The extended P’s of Marketing Mix are people, process and physical evidence. The additional three P’s have been introduced in marketing as the market is more customers oriented. The service marketing is playing a dominating role in the market. Services market are increasing in importance and growing at a faster pace as compared to the product market. They comprise of set of activities, benefits in relation to the product sold out. | | |
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| | Assignment on Impact of technology on Coles Myer Ltd | | | The question posed by Coles Myer for which this report aims to solve is “How will the Retail Industry in 2010 be shaped by the emerging technology in our store environment?" Our approach to this problem was to undertake an analysis of the internal (Coles Myer) and external environment (customers, competitors) as well as emerging retail industry and technology trends in order to provide insight into what the store of 2010 will resemble. From our analysis of the impact of these trends and related technologies on the store environment, we were able to formulate a number of recommendations that would be suitable for Coles Myer to implement as we move towards 2010. Our selection of these recommendations was based on which proposed solutions provided the most improved profit and benefits to Coles Myer customers, shareholders and employees. | | |
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| | Assignment on SWOT Analysis and Marketing strategy of Amazon.com | | | Amazon.com was started by a man named Jeffrey Bezos, former Vice President of investment banker D.E. Shaw and Company. Rebecca (2002) has stated that Bezos was looking for a good internet company to invest and got a company where the number of visitors was increasing by 2300% every month. He thought of selling books and music on the Internet, but finally narrowed down to books as there was no major online book seller in the market and the competition was much less. Rebecca (2002) mentions that in 1995, Amazon started selling books online and by the year 1998, their annual revenue reached the target of $1640 million. Their customer base increased dramatically from 180,000 in 1996 to 12 million in 160 countries by mid 1999. It was in the year 1999 that the company decided to increase its line of products. Besides books, the company at present sells toys and video games, electronics and software, electronic greeting cards, home improvement supplies, online auctions, DVD’s and an online mall called zShops.
The company’s mission is to provide the customers the best shopping experience on the Internet with the help of technology and expertise of its invaluable employees. With this mission, the company plans to move ahead in the future. Going by the reports published by the company, their sales was best ever during the holiday season of 2008. Kathie Kroll (2008) has mentioned that the peak day was December 15th, when more than 6.3 million items were ordered and 5.6 million units shipped. To any retailer, holiday sales account for 30 to 50 percent of their annual sales and during the last season, there was supposed to be less economic activity in spite of the economic recession. Let us have a SWOT analysis of the current business situation of Amazon.com.
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| | Assignment on the topic of Advantages of online shopping | | | The purpose of this essay is to explain the advantages of shopping online compared to shopping offline. These advantages are considered in regard to convenience advantages, product selection, and price knowledge. It is argued that shopping online provides substantial advantages compared to traditional offline shopping. | | |
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| | Avid Technologies case study | | | This paper analyses the market position of Avid Technologies and make recommendations for future. | | |
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| | Business Plan for ‘Factory Furniture’ and its expansion into European market | | | Furniture is such a commodity in any market of the world which has a very generic demand. It could be classified as common man’s demand at the same time high end demand as well. The moment a society head for growth and development and infrastructure start building up, furniture is the first thing comes under a lot of demand. Factory Furniture has the positive aspect of manufacturing furniture in public place convenience and that gives them the strong point to come under notice globally. New market evolution helps consumers to arrange for easy financials for residential properties or new business ventures and further expenditure on interior along furniture. Evolution of globalisation and its effect or interaction helps the demand evolve more and take a vast shape. Starting from public furniture to furniture in education institutions, offices, residential properties everything makes a change in style, colour, structure etc. The opportunity hence is large for a company like Factory Furniture to expand its horizon of new furniture, new style, new texture, new market and a large profit. Even if the production operation takes place in Malaysia, the brand still gets the opportunity to spread. Niche market like Europe is a strong economy, with high purchasing power and considered a developed nation. It is near geographically to UK and has a large population who likes innovative and stylish way of living. Europeans prefer wooden elegance than a metal one; hence, they Factory Furniture’s expansion strategy towards European market has been more of a wooden elegance.
The objective of business for Factory Furniture becomes many folds, expand their business horizon, expand their market horizon, establish the brand much largely, and make it famous in other parts of the world apart from UK and definitely getting a quick return from all requisite investments done on these. The USP for Factory Furniture is that it makes furniture which is both wooden as well as metal, giving it an elegant look. Targeting the high end class in Europe the company needs to focus on the sales optimization and the attaining of the high level of customer satisfaction as well which is typically post sale service. The business, corporate or upper middle classes are targeted for this product.
The strategic positioning for the brand Factory Furniture is to have a niche market for itself in other parts of the world also and to begin with Europe which is famous for its demand for elegant and architectural furniture. Therefore Central and Eastern Europe were identified as the potential market. Local consumers, the homemakers along with offices, corporate houses and of course other infrastructure like schools, colleges etc. would be targeted. Europe has an eye for detail and elegancy and can afford it also, so wooden than a metal has been targeted
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| | Business plan for a Furniture factory in UK | | | With a continuous change in the life style of consumers and social changes, there is growing demand for decoration of dining room decoration in the market. The demand for growth in fashion awareness is forcing the market to grow to a new height. It has been mentioned in the article UK dining room and occasional furniture market (October 2004) that in spite of the worldwide recession, the dining room furniture market is growing at a pace of 1-2% per annum in the UK.
The company is based in London, UK and it produces metal legs and tables which are made of metal legs and laminate tops. The company has got an established supply chain and the operations are managed by well trained staff. To cope with the increase in demand, the company wants to set up a new factory in Malaysia which will produce range of dining tables made from mahogany wood which can be sourced from the local wood suppliers in Malaysia.
The company’s current mission and vision is to become the leading provider of dining tables in the European Union within the next ten years, and that too, at a profit.
The current business plan will explore the business opportunities and the operational aspects of setting up the factory for manufacturing dining table in Malaysia. Though the primary objective of the plan is to highlight the operational issues, it should also clear the aspects of marketing, accounting and finance. The marketing strategy will also be discussed in detail.
The business plan will also take into account all the costs involved in transporting the finished good from Malaysia to UK.
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| | Business plan for Goodlife Pharmacy - A new venture | | | The purpose of the business plan in a pharmaceutical company is to secure either loan financing from a bank or equity capital from investors. It is remarkable that Government expenditure on health is increasing in Australia. As the ageing population of Australia is on the rise, the Government has shown green signal to the pharmacy industry with a significant amount of pharmaceutical expenditure in the sector of health spending. This paper addresses the business plan of GoodLife Pharmacy, a new venture in the pharmacy industry from Australia. It further discusses the important issues that lead to a successful business plan of a pharmaceutical company. These issues with respect to the pharmacy company are described in the paper. The purpose of the business plan in a pharmaceutical company is to secure either loan financing from a bank or equity capital from investors. The proceeds will be used to develop an interactive online pharmacy website which will offer medications, medical supplies and equipment for sale, and will also contain a large database of medical information for consumers and health care professionals. | | |
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| | Business plan for St Andrews University | | | – St Andrews is one of Scotland's first university and third oldest in the English speaking world of UK which was founded in the year 1413. St. Andrews, for over six centuries has established a great reputation for itself as one of the Europe's leading and one of the most distinctive centers for teaching as well as research. The university has 8000 plus student counts offering courses or subjects like Philosophy, Physics & Astronomy, German, Film Studies, Chemistry, Applied Mathematics, French, Psychology, English. The University is ranked the 14th in United Kingdom and second in Scotland. The University not only offers great education system but also immense facility for research and development.
As a part of the expansion plan, and grab the opportunity of expansion of education system across the world, especially in the Asia Pacific zone, St. Andrews, plans to expand its operation in Singapore.
The opportunities are high in the Asia Pacific zone and Singapore is a central place, which attracts a lot of population from various parts across the world. Singapore works as a global destination which connects a lot of other parts of the world as well. A tourist destination brings in a lot of foot fall and the economy of the nation is very high.
As the place attracts a lot of young crowd and is quite centrally located, St. Andrews University decided to open a branch operation in this destination only. The objective of this action is not only to make the brand visible and gain profitability, but at the same time, spread the techniques and processes propagated by St. Andrews University across various parts of the world. This began with a destination like Singapore as this is one of the key locations of the Asia Pacific zone (APAC) as APAC is the most promising destination in the globe in the next decade to come.
The project below gives a business plan or an objective plan to clarify or curve out the actual objective of this action for the institution as well as for the society of education as well. The mission and vision of St. Andrews University, Scotland, is to spread the unique processes of education system across and bring about the best practices in limelight. The objective is not only to look at students as mere users of the services provided and act as customers, but to learn from their actions and interactions as well. The best practices developed by St. Andrews University must come out in limelight from a small place like Scotland and set free for the other part of the world to explore and learn from. Therefore, the long-term objective of the University is high degree of education system to spread and the brand St. Andrews to get more visibility amongst the global crowd.
The business plan not only talked about spreading the brand mission and vision for St. Andrews but also the larger benefits for the education sector of the globe as a whole.
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| | Business Plan on a Chocho Factory | | | Chocolate ranks amongst one of the top 10 preferred in-takes or consumption trends today. It is said to be carrying some health benefits also especially the dark chocolate. Sales of chocolate are soaring globally making chocolate more popular than ever before, attracting entrepreneurs to cash in from this growth opportunity. Chocolate is replacing Coffee as a choice and with the change in the equilibrium position of global demand and supply as well as the parity of purchasing power of consumers, one could safely invest in a business of chocolate factory. It is advisable to get into a business, which is lucrative enough for the next five year to one decade. Therefore, whatever investment goes into a chocolate business at its overall cash-cow position currently benefits any new entrant also, provided they offer the right product in the market.
This is a business plan, which would help investor or entrepreneurs to look at an entry strategy into Chocolate business, competitive strategy, break-even point, and challenges. Our preferred geography is Kuwait as being a part of the fastest growing nation of the globe UAE; consumers globally are gradually accepting chocolate in their essential or desired product basket. The market absorption of chocolate as a product is high today and showing positive signs for future. This is largely driven by the increasing per capita income and purchasing power of consumers today. While looking at the competitive advantage of choosing a product line chocolate, we would also look at the social and climatic aspects of acceptance for chocolate in Kuwait.
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| | Business Plan on Far Horizon | | | “Far Horizon” (FA) which was established in 1994, has been steadily growing in the UK marine leisure business over the last 15 years expanding from being a supplier to a manufacturer of its own sailing dinghies and small yachts in 2001. With a current turnover of £1,250,000, it has established a presence in the UK inshore yacht market. Looking forward, the company is now analyzing the opportunity of expanding its manufacturing and sales operations to medium size sea going sailing yachts suited for 4 to 6 berths which would offer greater sales value and higher contribution, thereby expanding the company’s product portfolio and improve its long term profitability and sustainability.
There are approximately 668,000 UK households that own a boat, including canoes/kayaks, rowing boats and wind surf boards, kept in the UK or abroad (UK Trends in Water sports Participation, 2008). In addition, the report shows that demographically, the 16-34 year age group has been the most active in boating activities, but there has been a declining trend in this segment while involvement of the 35-54 and 55+ age groups has been steadily increasing over the past few years. On the other hand, in terms of socio-economic segments, while the AB has the highest participation numbers, C1 have the highest absolute numbers in sail boat and yacht activities (UK Trends in Water sports Participation, 2008).
Leisure boating and yachting is a seasonal activity strongly impacted by weather conditions. In fact, since almost 50% of boating / yachting occurs in the summer months, for example, the relatively cold and very wet summer of 2008 coupled with the economic crunch of 2008-09 led to a sharp decrease not only in new sales of marine crafts but also in overall participation by people in marine leisure activities. This strong seasonal bias in participation is also reflected in sale of marine leisure goods including dinghies, boats and small yachts. The summer months account for most of the annual sales of boats.
Other key market trends include the fact that while casual participation has seen a slight decline, committed participation has increased. Also, while motor boats continue to make up the larger segment than sail boats, sailing has seen a greater rise than power boating, which may be partially driven by the rising fuel prices.
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| | Business plan on Guess Watches | | | Guess Watches is developing innovative and creative designs in watches for the young segment of the market. The business venture is based in Melbourne, Australia and will expand to other cities of Australia. Because of the lenient and encouraging trade and market policies introduced in Australia, the conditions for the business are quite encouraging. Also, the young market segment of Australia is growing steadily and has more money power. The scope for expansion of Guess Watches is large.
The key objectives of Guess Watches are- to stimulate the market for watches, establish its reputation in the market in order to carve a niche for itself, build up a brand image as seller of trendsetting watches, attract more customers by providing good value for money and expanding sales and investment. The PEST and Industry analyses reveal that the factors are more or less leaning in favor of the business venture and therefore, it is the right time to launch the brand.
Guess Watches shall adopt an amalgam of cost leadership and product differentiation strategies in order to yield the best possible out of the business venture. The product would require sourcing of manufacturing material and expertise from UK and US. SWOT analysis reveals that the major threat to the business is from cheap Chinese watches. Guess Watches shall counter it by providing excellent quality watches with warranty and guarantee and offering the best value for money.
The right marketing mix shall steer Guess Watches towards success. Combining critical success factors and risk analysis is essential. The projected estimate of returns is 40% to 50%. Guess Watches Guess Watches has ample scope to develop in the current market.
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| | Business plan on IKEA furniture and its expansion on European market with production in Malaysia | | | Furniture is one of the greatest demanded products in a livelihood and as the economy is growing, so is per capita income followed by consumer demand. Consumers are buying house and property market is growing leaps and bounds across the world. Financial market evolution helps the consumers today to take easy loans for their dream house, and decorating it. Also, new consumer demand has raised the evolution of new product lines which eventually pushes the demand of new ventures to start up, new products, and new companies. That automatically pushes the opportunity of new infrastructure, new offices, and new education institutions and without furniture all these are empty and un-fulfilled. Therefore, furniture is something without which livelihood is incomplete. Different market would have different type of furniture demand. It all depends on the developed or developing societies in question. A developing or under-developed nation would not be able to afford metal furniture which is expensive at the same time; developed economies would be able to afford not only the metal as well as the costly and elegant wooden furniture (Koncept Analytics, 2008).
There is one largest brand Ikea and we are evaluating the concept of furniture making and selling in the niche market. Europe is a strong economy, with high purchasing power and considered a developed nation. It is near geographically to UK and has a large population who likes innovative and stylish way of living. Europeans prefer wooden elegance than a metal one; hence, they Ikea’s expansion strategy towards European market has been more of a wooden elegance.
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| | Business plan on Sony Bravia Plasma Television | | | Sony Bravia Plasma Television range is the new addition to Sony Bravia LCD televisions and PFM Series Plasma displays. Sony Bravia Plasma Televisions are fitted with built in tuner card, which the PFM series lack. Since Sony Bravia LCD televisions have made a mark in the markets worldwide, Sony had decided to introduce Plasma televisions under the brand name Sony Bravia. Sony Plasma televisions are facing stiff competition from their own LCD televisions in the USA and Japan. One of the reasons LCD televisions fare better than Plasma although the picture quality and viewing angles of Plasma are better than LCD televisions is that LCD televiews are much cheaper and affordable to middle and upper middle class consumers. Another factor that goes against Plasma televisions is the altitude factor. Plasma televisions are said to give poor performance in high altitudes. Sony with an intention to revive its Plasma television market has chosen Australia to launch their new series i.e. Sony Bravia Plasma Televisions. The reason Sony has chosen Australia to launch Plasma televisions is that Australia is one of the of the flattest continents and that altitude problems do not arise in Australia much except for the South East region.
The business launch outlines prelaunch, post launch activities, marketing, financial plan and exit strategy. The business plan also outlines market research, risk analysis SWOT analysis, competition, market segmentation etc.
The market launch budget for the product is AUD 250,000. The budgeting does not include the cost of the televisions or the stocks. It includes all the activities related to market launch such as advertising material, customer service training, online advertising, dealer/distributor appointment and training etc.. The budge also includes the advertisements given in print and electronic media, promotional campaigns etc..
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| | Business plan on the expansion of Organic Bliss | | | Organic food Industry has been quite a buzzword in the present scenario. People worldwide are actively becoming aware of their growing need for eating healthy and thus transforming towards organic bend in their diet.
Researches exhibits that sale of organic products has gone up to 49% in conventional grocery stores and has even captured 3% of total organic sales in 2000, through direct markets such as farmers markets (Greene, 2000). Wherein, in Australia, the value organic production double in six years since 2000, its now position at 250A$ million, out of which 80$A million is exported. These figures without doubt reflects the promising opportunity of delving into the organic business.
Bradford (2008) reflects that the consumers of organic products might be motivated by concern for children, recovery from illness or other health issues but environmental health is also becoming a deciding factor for many consumers who don’t agree with the use of pesticides, fertilizers or many synthetic food additives.
Organic Bliss, a cafe cum store has been set up to meet these need of increasing scope of organic foods industry worldwide and particularly in Australia. The cafe will be dedicated to organic ingredients towards the social responsibility of sustainable development and make the world better place to live in. It will be abide by all the food laws in compliance with organic food certification to all its products and services.
This business plan will explore all the business chores that Organic business is supposed to follow in line in order to venture into this cafe and store set up. It will broadly cover the areas such as plan, marketing and advertising strategy, business model and finances.
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| | Business strategy Plan report on Tiffany & Co | | | Tiffany & Co. is one of the most popular jewellery retailers. It operates mainly in the US and the Japan. In the fiscal year January 2006 the company had sales of 2,648.3 million. The company possesses the world’s largest yellow diamond crystal of 287.42 carats. Tiffany is expanded widely with 58 retail stores in the US and 95 retail stores outside the US. It also has a wide range of products which consists of diamonds, timepieces, fragrances, sterling silvers, crystals and accessories apart from jewellery. Jewellery alone contributes 80% towards the company’s revenue. The company’s existing strategies are to open new stores, to have low price products, focus on the China market and are targeting women buyers. An audit of the internal and external factors has revealed that Tiffany’s internal strength is moderate and its response to the opportunities and threats is also moderate. Tiffany is relatively stronger when compared to its competitors like Zale and Bulgari. In the current scenario, five different strategies have been recommended for Tiffany. They are (1) customize jewellery, (2) focus on the Indian market, (3) effectively mange demand and supply of its products, (4) create awareness about “No Dirty Gold” and “Conflict Free Diamond” and (5) concentrate on the watch market. | | |
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| | Business strategy report on Billabong | | | The aim of this report is to identify a company and conduct a detailed strategic audit to evaluate the existing strategies and to identify business opportunities for growth and future development of the business. The report also developed and recommended suitable business strategies that will assist the business to survive and grow in to the future. For this report, we have chosen Billabong International Limited. Billabong is the leading surf wear apparel brand in Australia and second internationally behind Quiksilver. Billabong employs over 1750 people worldwide through 110 corporate stores and 40 licensed arrangements. The company is involved in the design, production and distribution of surf and board sports apparel and accessories for both male and female markets. Surfing is not only an Australian pastime; it is also one of our countries most successful exports. Even if you don’t practice the sport, youth around the world dream of the lifestyle. Analysis of the Billabong Company’s existing strategy indicates that there are a number of areas suitable for future development within this particular industry. The major findings of the report identified a new business strategy and opportunity for Billabong to expand its operations into the Middle East / Asian block. It also identified additional opportunities due to the growing concerns regarding the health risks of the western world particularly obesity levels. Billabong can utilise these public concerns and expand into fitness apparel and equipment. Future sales of this nature will continue to grow for the foreseeable future. | | |
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| | Case study on How two different Wine businesses have undertaken their Marketing Planning | | | – Wine is the most popular alcoholic beverage known to mankind. It first originated thousands of years ago in Europe and has been one of the most sought after drinks for years. Wine has several health benefits and due to which it has been consumed by majority of the population. Production of wine has increased by huge proportions in the past few centuries and today wine manufacturing has become a huge industry in itself. Wine industry has grown many folds and today has created jobs for millions all over the world (Carlsen, 2004). There are many companies through out the world which today generate huge revenues by producing wine. Wine is just not manufactured by big companies but also by people in their own backyards to produce wine of their particular tastes. Production of wine has become more of an art and passion. Globalization has also added variety to the industry since wine production methods from all over the world are easily accessible. This has led to some companies spreading out to produce wines of all flavors. Grape wine is the most famous across the globe but wine can also be produced by other fruits and berries. For big companies it is not just about producing good wine but also marketing it becomes an essential part of the business. Due to the number of players in the wine industry apart from maintaining the quality, marketing one’s own product also becomes very crucial. There are many types of wine businesses such as winery, wine consortium, wine organization, wine tourism companies, wine retailers etc. This report aims at the marketing plan strategies of two different wine businesses. This report also discusses the importance of marketing one’s own product in general and why marketing is very essential in the wine industry in particular | | |
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| | Company profile of MeadwestVaco Corporation in Packaging industry | | | MeadWestVaco (MWV) is a global leader in packaging and packaging solutions for a number of branded products and services. The company was established in as early as 1846. As a global packaging solutions provider, MWV serves the world’s most premier consumer products brands in the healthcare and pharmaceuticals, personal and beauty care, food and beverage, dispensing solutions, home and garden, and media industries. The company has sales and manufacturing facilities across six continents along with customers in over 100 countries around the world. Based in Virginia as its world headquarters, MWV has numerous office locations along with manufacturing and sales operations over 30 countries across the globe. The company designs and manufactures custom packaging solutions that enhance brand communication, product value and consumer experience. Consumer packaging solutions of MWV include printed plastic packaging and injection-molded products used for packaging products. Its converting packaging solutions (both paperboard and plastic) are manufactured at its plants in North America, Brazil, Asia and Europe. The high-quality paperboard products are manufactured in the company’s mills located in the US and Brazil. MWV’s consumer and office products are exclusively customized for students and professionals. It also provides specialty chemicals products that help improve a pollution-free environment. Moreover, the Community and Land Management Group of MWV manage the company landholdings at per the highest environmental standards. The group is also responsible for the most crucial decisions while planning for the future requirements of communities. | | |
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| | Comparison of the websites of Amazon and W H Smith on the criteria of Core Identity, Extended Identity, Value Proposition and Relationship | | | Brand identity is the promise given by the company to the consumer about the value addition of the product to the consumer’s well being and life in general (Olins, 1989). Brand identity is a set of associations that the company wishes that the customer identifies with (Aaker, 1995). These associations represent as to what the brand stands for from the perspective of the customer. In other words, brand identity is the promise given by not just the company but also the members of the brand to the customer about its use in customer’s life. To create or maintain brand identity is to define core values of the brand, what the brand stands for, how the brand wishes to be perceived by the customers, what personality traits the brand represents and finally the relationship of the brand with the customer (Holt, 2004). For example, a brand such as toothpaste has a regular daily relationship with the customer. The toothpaste is so interwoven in a person’s life that it becomes an identity for the customer himself of herself. We all know that we prefer only a certain brands or brand of toothpaste to be precise, to use everyday. The brand can also be of emotional value to the customer. So the brand identity of toothpaste is the freshness of breath, taste, packaging and the health benefits of using it such as healthy gums and sparkling teeth. Brand strategists normally plan as to what the brand needs to stand for. Some of the brands might project a specific life style, health, well being benefits, while some other brands might project cost benefits and other value additions to the user’s life. Amazon UK and WH Smith are two of the largest books, CDs, electronics and other consumer items stores in the UK. Both have online as well ad brick and mortar stores. The functionality and the product catalogue of both the brands are similar. However, the brand identity planned for these two stores by their brand strategists could be different. This report analyses the web sites or online stores of both the brands to study the brand identity projected by the two companies and on how they differ in core identity, extended identity, value proposition and relationships. The paper analyses the strength and weaknesses of the two brands with the help of these criteria. The paper finally recommends this brand to improvise upon the areas that need to be improved. | | |
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| | Comprehensive International Marketing assignment on Symantec Corporation | | | Symantec Corporation is one of the fortune 500 companies with global headquarters in California state of the USA. It was founded in April 1982. It went public with IPO on NASDAQ in the year 1989. Currently it has more than 17,500 employees worldwide. It showed revenue of USD 5.9 billion for the year ending March 2008 (Symantec Corporation, 2009).
Symantec is a global leader in providing security, storage and systems management solutions to individual customers, small businesses and larger multinational corporations. It helps the consumers secure and manage information against threats like viruses, phishing, hacking etc. The company’s vision statement is to eliminate risks to information, technology and processes independent of the device, platform, interaction or location.
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| | Comprehensive report on practical applicability of Internet marketing using the case study of bestphonedeals.com | | | Internet Marketing or Online marketing is a fascinating term which has evolved tremendously over the past decade. It is just like a traditional marketing but the difference is that it is entirely on net. So, it would not be wrong to say that it applies fundamentals of conventional marketing with internet mixing techniques. Where it goes on same rules as traditional means such as to be visible, to be known among masses to sell more and more, on the other hand it uses internet technique to achieve these targets. These are called internet marketing techniques. Other aliases of Internet marketing are online marketing, web marketing, e-marketing.
When a company sells online, it ensures that its online shop (website) is known to people and higher numbers of visitors are coming to it. In this pursuit for most of the business owners internet marketing is all about generating more and more web traffic and good search engine (like Google, yahoo, AltaVista etc) ranking. Some top and accredit internet marketing tools can be described as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Affiliate Marketing, Banner Ads, Link Exchange, Keywords and meta tags orientation, Blogs, Pay-per-click etc.
BestPhoneDeals.com is a service provider company which sells home phone, cheap phone deals, mobile phone deals, broadband and internet from Telecommunication Company like TPG and Soul. This report is an exploratory study about associated facets of internet marketing in context to practical applicability through case study of www.bestphonedeals.com
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| | Comprehensive strategic analysis of Pan Pacific Hotel, Singapore | | | Starting and managing international operations even for a well established company domestically could pose many challenges and threats just for the simple reason that market forces in the host country are alien to the company starting venture internationally (Adler, 2005). The success or otherwise of an international venture depends upon many factors like political stability in the host nation, governmental policies, customer behavior, per capita income, customer spending habit, market potential, competition and so many other factors (Baker, 1985). It is important for the company that is starting an international venture to have sustainable capabilities to absorb possible initial failures. Another major factor that influences the success or failure of an international venture especially in the hospitality industry is the culture and religion practiced in the host country. It is well known fact that consumption of pork is not allowed in some of the Middle Eastern Islamic countries. Even alcohol consumption is not allowed in some countries in the Middle East. The company that is venturing into an alien nation must study, understand and adapt to the culture of the host nation. India and China are the two of the fastest growing economies in the world, in the current millennium (Datamonitor, 2009). This paper critically analyses the environment for Pan Pacific, Singapore chain of 5 star hotels to enter into Indian market, which hitherto has not been tested by the company. The paper uses market environment analysis tools such as PESTEL, Porter’s market forces, 7Ps required for the success of a company. The paper finally recommends the measures and precautions Pan Pacific needs to take before entering into Indian markets. | | |
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| | Critique of the Advertisement campaign of Pepsi ‘Ye hai Youngistan Meri Jaan’ | | | The main purpose of conducting marketing campaigns is to target focus customer groups with an intention to create a need and desire to own the product the company is marketing. Marketing campaigns normally have the objectives of conveying some sort of value addition to customers. No marketing campaign can exist without specific objective and goals. Apart from having predefined objectives marketing campaigns also have customer target groups in focus while designing the advertising or marketing campaign. Advertising is just one component of the marketing campaign. Integrated marketing communications involve a whole set of activities such as selection of theme, selection of phrases, advertisement design and shoots, creating visual displays, selecting advertising media, displaying the advertisement in the selected media, time the advertisement is displayed etc. Pepsi India launched a path breaking marketing campaign in 2008 that proved most of the marketing experts wrong. The company dropped its celebrity brand ambassadors and instead opted for less known young cricket players and movie actors. The market campaign of Pepsi India, ‘Yeh Hai Youngistaan Meri Jaan’ was a huge success and was a first of its kind as it dropped icons like Sachin Tendulkar from the advertising campaign since he was not young enough to address the target audience. The campaign overcame the skepticism of market experts and was a huge success creating a niche market for itself. The advertisement set a trend in itself by having coined the term ‘Youngistaan’, which was adopted by many programs and extracurricular activities in university campuses and the internet. The paper critiques the above said advertisement campaign of Pepsi India on the basis of brand positioning, target audience, objectives, creative issues, media strategy and the use of marketing communication tools. The paper finally recommends Pepsi India not to ignore the older population and convey the message that the drink is also for those that are young at heart, in its marketing campaigns. | | |
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| | Customer & Competitive analysis of Publishing & Broadcasting Limited business of ACP magazines | | | This report provides a customer and competitor analysis of the Publication & Broadcasting Ltd business of ACP Magazines. It uses graphs for illustrating average Issue Readership of consumer titles of Australian magazine market, share of market by size of circulation in Australian magazine market and average No. of reading occasions per reader per issue. There is a Pie chart for showing composition of Magazine Market of Australian magazine market. A Map of strategic groups in the Australian Publishing Market shows the standing of Publishing groups and their market dynamics. There is a Competitor capabilities map which shows the comparison of certain capabilities among different competing giants of the Australian Magazine Market. Space analysis map is used to show the strategic position of ACP Magazines and its action evaluation as compared to the Australian magazine market environment. Appendices are used to describe the Heavy Magazine Readership Profile of Australian Magazines; Media Qualities show the comparison of magazines with newspapers, TV, Radio and cinema. There are also graphs showing the reading statistics of Australian Market. A table shows the Readership profile of TOP 30 Australian Magazines. Advertising Expenditures in Magazines are illustrated using Bar graphs | | |
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| | Customer & competitive analysis on Coles Ltd | | | Coles Everyday has been chosen for this analysis. Everyone can be a customer of supermarkets, with the wide range of product with different prices; supermarkets serve all people (no limit of gender, age, income) to satisfy daily needs and wants. Thus target market has been divided into 3 categories i.e. Family Shoppers, Time saver buyers and International students.The major competitor of Coles Everyday is Woolworths who holds around 42% of the total market share where Coles holds around 30% of the total market share. Some of the strategies that Coles is currently pursuing to increase its market share are Coles Online Shopping, Promotion of Housebrands, Coles Meal Ideas, Coles Healthy Living, Baby Club, FlyBuys and Coles Cares. To counter the strategies of Coles, Woolworths is pursuing the strategies like Shop online, Weekly Specials and Kids Corner.Some of the future strategies of Coles include Increasing investments in supermarkets, Training of supermarket manager and store teams, Transformation of supply chain and IT systems by 2008, Enhancement of loyalty programs like FlyBuys etc. | | |
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| | Customer & Competitive analysis on QANTAS airlines | | | This report provides a customer and competitor analysis for the Qantas Group. It indicates the stage at which the company stands at the moment whilst talking about its gross earnings, profits, sales, operations figurations, etc. Similarly, it also displays where the other airlines of similar genre stand. | | |
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| | Customer & Competitor analysis on ANZ bank | | | This assignment covers the customers and competitor analysis of the ANZ Bank and its retail banking. The retail banking of ANZ covers the savings and checking accounts, mortgages, personal loans, debit card section and credit card section and so on. The competitor analysis also covers these sections of ANZ bank with their competitor banks which is discussed here. SPACE analysis is also done for retail banking sector of the ANZ bank and their position based on their operations compared to the competitor. SWOT analysis is also performed on ANZ bank’s retail operations in account with its customer segments. | | |
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| | Customer & competitor analysis on Woolworths Ltd | | | This report does the customer and competitor analysis of Woolworths Limited Company, the biggest supermarket chain in Australia, through secondary research from published information and Internet. Firstly, the overview information of Woolworths Limited was presented with the comparison of 4 major divisions (Supermarkets, Hotel group, General Merchandise and Consumer Electronics). Secondly, this Supermarkets industry is analyzed to point out the proportion of competitor and the influences of environmental factors to them. This information will give an overview of competitive environment as context for analysis of competitors. Thirdly, analysis of competitor of Woolworths Limited is done to answer the questions about what the competitors want, how is their current strategy, what is the weakness and strength of their products and what should they do next in the future. Besides, the customers are considered not only the current customers of Woolworths but also both the competitor customers and the potential customers in order to understand them clearly. Finally, based on the knowledge of competitors and customers, some recommendations to the Woolworth Limited strategies development are made to improving customer experience as well as maintaining the competitive advantage. | | |
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| | Designing a business model and web strategy assignment on InfoInc | | | The report aims to design a strategy for InfoInc, an entrepreneurial initiative aimed at providing information in specialized fields. The first field it is targeting is that of accounts and taxation. For the same it is targeting general public and professionals in the field. To device a business strategy for the same, research has been done on the strategy followed by various other dotcoms, expert opinion on it.
Not only have success stories been researched, effort has been made to identify reasons of failure to steer clear of them. For this interviews of marketing and internet Gurus like Kotler and Tapscott have been referred to. The report dwells on the various aspects of a business and takes examples from other successful sites to derive its winning strategy.
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| | Dissertation focussing on using Weighted Return on Investment (ROI) as a framework for the companies to measure their marketing effectiveness | | | Organizational marketing efforts are aimed at achieving the desired business and market objectives. Although, organizations are interested in making more sales, many of the organizations do not really measure the outcome of the marketing efforts. However, more and more companies these days are interested in measuring their marketing efforts. A simple marketing effectiveness measurement method is the calculation of marketing ROI. Marketing audit using marketing ROI is done for the purpose of knowing effectiveness of the marketing efforts and are not made public to shareholders. Marketing ROI is completely different from the organizational ROI. Marketing effectiveness or ROI is also done to estimate the marketing budget and for improvising marketing efforts. Marketing ROI is single dimensional and does not consider intangible benefits of the marketing efforts such as creation of brand value, sales inquiries etc. However, these intangible benefits can be weighted to provide an accurate picture of the outcome of marketing efforts. The marketing ROI does not take into account the influence of internal and external environments of the organization on the outcome of marketing efforts. The paper discusses the intangible benefits and how they could be weighted to measure the overall ROI. However, the main purpose of this dissertation is to create a frame work that accounts for the influence of internal and external environment to the outcome of the marketing efforts. Internal environmental factors are strength of the product, strength of the brand, effectiveness of dealer network, reliability and effectiveness of service provided. The external environmental influences are economy of the nation, economy of the industry governmental policies, competition etc.. While internal environmental factors are specific to the company, external environmental factors affect the industry in general. The car manufacturing companies BMW UK, Toyota UK and Nissan UK are considered for the purpose of this study. The paper first discusses the UK car market in general and the operations of each of these companies. The paper provides a framework to these companies individually to measure the marketing effectiveness using weighted ROI. The companies will have a better picture of the efficacy of their marketing efforts if they consider both tangible and intangible factors that contribute to the success of the marketing efforts.
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| | Dissertation on Measuring Marketing and its impact on Return-on-Investment in a business | | | Marketing activities today are being measured for the return on investments they generate and not only the brand visibility have they created. Marketing of the products and services produced or generated by a firm is the most essential thing, but at the same time, it is becoming increasingly important that each step of marketing are measured and checked. Any marketing activity of a firm is invested with a lot of capital expenditure and hence, in a tough market like today, where saving is imperative for each function within the organization, it is important that a measured return on such capital investments are identified.
Marketing is one of the core functions for a firm, therefore, if other functions can showcase a tangible benefit and quantify it also, marketing department cannot stay aloof from this concept. However, the process of such quantification becomes thousand times difficult and complex for marketing department than any other function. A marketing activity is always a combination of many sub-activities such as advertising, sales promotion, sales and distribution, and pricing. When it comes to sales or retail sales, it is also more or less quantifiable immediately however, corporate sales could hardly be forecasted and budgeted for.
In this report our key area of research has been how to measure marketing activities and show a tangible impact on the profitability of a firm. How could we measure return on investments made on marketing activities within a firm. This is primarily because, without the visibility of substantial return on capital invested, no management would want to go on making investments, and therefore, it is essential to quantify the efforts put in. We assessed the technical know-how of measuring marketing in this report.
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| | Dissertation on the Use of Internet Return on Investment (ROI) as a tool to measure their internet marketing effectiveness | | | Online marketing is the latest tool in the marketing efforts of an organization. Online applications are aimed at achieving marketing goals of organizations. Online marketing is becoming one of the most effective marketing channels in the recent years. While some companies realize the importance of having online presence to the growth of their business, there are many companies that invest in online infrastructure just not be left behind without realizing what the online presence can do to achieve the overall objectives of the company. It is a common belief that online marketing allows for easier measurement of outcomes of marketing efforts due to data intensive methods that normally constitute the online infrastructure. However, if the data thus obtained is not used effectively with the help of online marketing measurement tools then the data in itself cannot produce meaningful derivations on the performance of the website or online transactional application. One of the marketing measurement techniques used in measuring effectiveness of online marketing is marketing ROI or internet ROI. Online marketing ROI along with an efficient performance of the website should provide fairly accurate measurement of online marketing effectiveness. However, not many organizations are keen in measuring website effectiveness although, they might be using internet ROI as the sole measurement criteria to ascertain the success or otherwise of the online presence. Marketing audit using internet ROI serves the purpose of knowing the realization of tangible benefits of the online marketing efforts but they fail to measure intangible benefits such as creation and enhancement of brand value. Internet marketing ROI is single dimensional and does not take into account intangible benefits of the marketing efforts such as creation and enhancement of brand value, purchase intent etc. Banking is one of the first few industries that experimented with online marketing. Traditional banking system of late, has made way for online banking in a big way. The technological developments in E-banking or E-commerce have grown to such an extent in the past couple of decades that the banks might lose the customer base to competitors if they do not have an efficient and effective online presence. These days the customers expect efficiency of an online merchandising of the bank and the safety of online transactions devoid of any fraudulent activities. This dissertation discusses the operations of the three banks viz., Barclays Bank UK, Bank of Scotland and Triodos Bank and their online banking systems. While Barclays Bank and the Bank of Scotland have efficient online presence in the form of a neatly designed websites and transaction systems, the Triodos bank needs to improve on its online presence on the web. It is easy for the banks to use internet ROI to measure their online marketing effectiveness. However, marketing ROI provides measurement of just the tangible outcomes of the online operations. This dissertation makes a few recommendations to the banks to improvise upon their website performances and provides them framework for measuring intangible benefits such as creation and sustenance of brand value, creation of awareness, creation of sales inquiries for possible future business. The paper recommends all the three banks to incorporate the methodologies presented in this paper to measure the intangible benefits of their online marketing efforts and to make changes to their online marketing approaches.
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| | Dissertation on theoretical aspects of segmentation and then discussing segmented market focus of Amazon | | | Market segmentation is about dividing a market into different homogeneous groups of consumers. Market segmentation makes it possible for organizations to customize the marketing mix for specific target markets rather than offer the generic marketing mix to vastly different customers, in order to satisfy customer needs. Marketing segmentation is not about having a completely different marketing mix for each of the market segments. Promotional campaigns too differ among segments as needs of each segment would be different. A market segment has to be measurable, accessible by communication channels and needs to be different in its response to marketing mix, durable and substantial enough to be profitable, A market can be segmented based on multiple actors. Business markets are segmented differently from consumer markets as the purchasing behaviors of both are different. The purpose of segmenting the market is to allow the marketing programs to focus on specific subsets of prospective buyers that are most likely to purchase the products or services. If segmentation is done in an effective way it will result in the highest possible returns for the marketing expenses. Depending on whether the company is selling its products or services to individual consumers or businesses, there would be distinct characteristics among segments in what the company considers when defining market segments. Marketing segmentation also enables brands to customize their products and services to match the needs of different consumer groups. Segmentation of the market has the advantages of being able to target and cater to customers that have similar consumption patterns. At the same time too much of segmentation might be efforts intensive and could result in loss of focus on the overall market scenario. Furthermore, too much of segmentation can result in increased costs, which may not justify the earnings from individual segments. Amazon UK is one of the most successful retail firms. It combines two channels successfully, retailing and online business. While it implements segmentation into its marketing efforts, this study reveals that the approach of Amazon UK to consumer market is over segmented. This paper recommends Amazon UK to minimize on its segmentation efforts and benefit from increased profits and reduced costs. | | |
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| | Dissertation on theoretical aspects of segmentation and then discussing segmented market focus of Symantec UK | | | One of the most important components of marketing is segmentation. It is rare that a company operates in a market without segmenting it. If an entire market is homogeneous then firms can sell their products without segmenting. However, practically no market in its entirety is homogeneous. A potential market can be segmented based on several factors. Business markets are segmented quite differently from consumer markets as the purchasing behaviors of both business and individual customers are different. The purpose of segmenting the market is to allow the marketing programs and efforts to focus on specific groups of prospective customers that are expected to purchase the products or services. Marketing efforts require identification of consumers with similar consumption patterns and customizing the products and promotional offers to suit them. Grouping of customers based on their needs and buying behavior is required for effective marketing. Segmentation is this grouping of customers with similar characteristics of consumption and purchase. Grouping of customers in a market into different homogeneous clusters is called segmentation. Organizations can customize the marketing mix for specific target markets rather than offering the generic marketing mix to vastly different customers to satisfy customer needs with the help of market segmentation. Markets segments are not completely exclusive. Instead different segments can have some of the characteristics common among them. Organization can fetch higher returns by incorporating efficient segmentation of their markets. A broad segmentation can be between business and individual customers. These business and individual customer segments can further be divided based on common characteristics. Marketing segmentation enables organizations to customize their products and services to match the needs of different consumer clusters. Segmentation of the market has the advantage of being able to target and cater to customers groups who have similar consumption patterns. The flip side of segmentation is that of over segmentation. Over segmentation is about dividing the market into too many smaller groups. While the advantages of optimum segmentation can be increased profits, disadvantages of over segmentation can be many. One of the main disadvantage of over segmentation is increased costs and resources that are need to maintain all the segments. And if one of the smaller segment is not doing well, it could pull down the performance in other segments. Promotional campaigns vary among segments as the needs of each segment is different. A market segment needs to be measurable if the effectiveness of the segment and the marketing efforts can be accounted for. Symantec Corporation is one of the most successful antivirus software company in the world. It is headquartered in the USA and has a branch in the UK. It operates through offline stores of retailers and has an online store in the UK. It caters to both individual and corporate customers. It has high degree of segmentation in its market focus and product range. This dissertation research first discusses theoretical aspects of segmentation and then discusses segmented market focus of Symantec UK. | | |
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| | Dissertation on theoretical aspects of segmentation and then discussing segmented market focus of W H Smith | | | Marketing efforts require identification of consumers with similar consuming patterns and customizing the products and promotional offers to suit them. In other words, efficient marketing efforts call for grouping of customers based on their needs and buying behavior. This grouping of customers with similar characteristics of consumption and purchase is called segmentation. Market segmentation is about grouping of customers in a market into different homogeneous clusters. Market segmentation enables organizations to customize the marketing mix for specific target markets rather than offering the generic marketing mix to vastly different customers to satisfy customer needs. Marketing segmentation is not about having a completely exclusive marketing mix for each of the market segments. If segmentation is done in an efficient way it will result in the increased returns as compared to the marketing costs. Depending on whether the organization is selling its products or services to individual consumers or business customers, there would be distinct characteristics among segments when defining market segments. Marketing segmentation also enables companies and brands to customize their products and services to match the needs of different consumer clusters. Segmentation of the market has the advantage of being able to target and cater to customers groups who have similar consumption patterns. At the same time excess of segmentation could be efforts intensive and could result in loss of focus on the overall market scenario. Promotional campaigns vary among segments as the needs of each segment would be different. A market segment has to be measurable, accessible by communication channels and needs to be different in its response to marketing mix, needs to be durable and substantial enough to be profitable. A market can be segmented based on several factors. Business markets are segmented quite differently from consumer markets as the purchasing behaviors of both the segments are different. The purpose of segmenting the market is to allow the marketing programs and efforts to focus on specific subsets of prospective customers that are most likely to purchase the products or services. Furthermore, too much of segmentation can call for increased costs, which may not justify the earnings from the individual segments. W H Smith is one of the oldest and most successful retail firms of the UK. It has been having brick and mortar stores for a century and recently it has entered into the online business. It combines both the forms of marketing successfully.. While it implements segmentation into its marketing efforts to some extent, this study reveals that the approach of W H Smith to consumer market is under segmented. This paper recommends W H Smith to increase the degree of segmentation and benefit from increased profits and reduced costs. | | |
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| | Dissertation proposal on Consumer Behaviour by taking examples of two of the largest multiples of Ireland viz., AIDL and LIDL | | | Consumer behavior varies to a great extent depending on their age, sex, demography, food habits, living style, socio economical status etc... Different consumers have different reason as to why they purchase a particular brand. A consumer can purchase a soft drink for the sheer pleasure derived from the distinct taste of it. Or another consumer might purchase the same soft drink brand as a style statement. We see in the advertisements soft drinks target customers in particular age group. For example, a particular soft drink might advertise as meant for those who are young and energetic. So a young customer might consume the soft drink in the eagerness to show that he or she is young. Similarly, a set of consumers may be price conscious. And another set of customers may be brand conscious or quality conscious. The first type of customers is that, which hog to clearance sale or discount sale outlets. The second type of customers knows what they expect out the product, make a study, choose a brand and generally stick to the brand for longer time. However, with the initial hype of discount sales is dying and with consumers increasingly having disposable incomes, consumers these days opt for quality over cheaper price and quantity. The paper does a research on consumer behavior by taking examples of two of the largest multiples of Ireland viz., AIDL and LIDL. The research is cross sectional, which spans consumers in the age group between 20 and 60. A cross-sectional survey is conducted to prove that the numbers of consumers that prefer quality are more than the number of consumers that prefer price and quantity over price. | | |
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| | Essay discussing few questions on Marketing Segmentation | | | Marketing segmentation allows companies and brands to focus on predefined consumer target groups for their marketing efforts (Hooley et al, 2002). Marketing segmentation also allows brands to customize their products to suit the needs of different customer segments (Brady & Davis, 1993). A simple example of market segmentation could be that of a bank that segments customers as personal and business. The personal banking segment can further be segmented as savings accounts, loan accounts and credit card customers. Similarly, business segment can also be classified as small business, medium businesses and corporate houses depending upon their turnover. While segmentation has its advantages of being able to target and cater to customers that have similar buying needs, too much of segmentation could result in loss of focus on the overall market. Further, too much of segmentation can result in increased expenses, which may not justify the earning derived from each of the segments. This paper analyses market segmentation and discusses the disadvantages of over segmentation.
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| | Essay discussing the internal and external pressures on organizations to create and market new products | | | Marketing strategy is not just about advertising and other marketing efforts. But market strategy is also about recommending and introducing new products into the market. New product introductions into the market serve the strategic purposes of organizations to retain and enhance the market presence. Some of the products are introduced to offset the competition from similar products of rival companies. Some other products are introduced by recognizing the need for the product in the market and hence to be the first to introduce patented product. Irrespective of the reason, new product introduction brings about whole new dimension to the marketing efforts and brand value to the company introducing the product. Some of the new products may multiply the brand value in the market of the company, while some other products may adversely influence the brand value depending upon the reception of the product in the market. The paper discusses some of the underlying reasons and pressures, internal as well as external to the organization, which prompt the company to introduce a new product. The paper also discusses the timing of the product launch that helps companies to make the best of the market trends.
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| | Essay on the Strategic Management of Symantec Corporation and future recommended strategies | | | Strategic management is important in order to survive in the market amidst competition. The earlier days of linear management methods of industries of the past are no longer relevant to the current scenario of heightened competition and changing market demands. The companies need to constantly reinvent their products, services, marketing strategies, value additions etc. in order to remain in the market. Strategic approaches to management, product development, product placing in the market become important in order to order to gain competitive edge in the market. Symantec Corporation was established in 1982 in California State of the USA (Symantec Corporation, 2009). Symantec is one of the foremost companies in providing security, storage and systems management solutions to individual customers, small businesses and larger multinational corporations (Symantec Corporation, 2009). The business and home suites help customers their computers against threats like viruses, phishing, hacking etc. Symantec is also into storage management and protection in large organizations. It offers business suites to medium and large organizations to manage their servers, storage devices, batch activities such as back up and restore (Symantec Corporation, 2009). The essay discussed strategy development processes of Symantec. The essay also discusses some of the strategies adopted by the company in order to gain and retain market leadership.
Businesses are facing increasing competition at local, national and international levels and responsiveness to these changes are considered crucial to their success (BPM, 2004). Efficiency and effectiveness are not sufficient in the current global competition, instead strategic actions of the companies are more relevant to the success of current day businesses (Milan, 2008). Strategies make or break an organization. A good strategy might take a company far ahead of its competitors. Some of strategies that are crucial to the success of a business are organizing strategies, resource management strategies, change management strategies, expansion strategies etc. The essay discusses key strategies of Symantec Corporation that are crucial to the success of the organization as the market leader. The essay also recommends a few strategic plans in order to retain the market leader position.
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| | Evaluation and Recommendations of the Brand Management Strategies of Adidas | | | ‘Brand Management’ has emerged as an important area of research in the recent past decades. This Report has been prepared for the brand Adidas. Adidas has been taken up because it is a globally established brand and therefore, has several areas of brand management that can be explored. The research on the brand has been carried out through literature review and by studying the official web site of Adidas- www.adidas.com.
Adidas was started in 1920 by Adi Dassler because of his passion for sports and shoemaking and with three guiding principles in mind - to produce the best shoe to serve the needs of sport, to protect the athlete from injury and to make the product durable. With profits and with more family members joining in, the company expanded in the next decade.
Adidas has streamed into three divisions- Performance, Style and Originals. With these divisions, Adidas diversified into fashion and style for the general public. Adidas, as a brand, is quite popular especially among sports persons/ athletes. It boasts of an attractive consumer value proposition. The tangible and intangible resources of the company are integrated with the brand in terms of brand image and reputation.
Adidas has a strong brand image in the terms that it is recognised as a company that provides durable and sporty products. The three stripes logo of Adidas is well recognised and the consistency in the use of this logo has created a strong association of three stripes with Adidas. The clothing and accessories of Adidas are not so popular in the general public as its footwear. This is because the brand image is mainly related to footwear, especially sports footwear.
Therefore, it is recommended that the company explore new vistas and expand into the wider market that is available to it right now. The present profits of Adidas have increased in the past one year by around 8%. With further development of the company’s marketing strategy and business plans Adidas can grow to be the largest brand in the market, not only the sports market but also the general market of footwear, clothing and accessories.
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| | Evaluation and Recommendations of the Brand Management Strategies of Puma | | | This is an individual assignment based on the selection of one particular brand which illustrates its strengths and weakness with a view to determining its effectiveness. The report demonstrates brand value, the intended target market, product range and brand’s image with the realistic information collected from different sites and books. Puma has been selected as a brand, which is famous for its quality, innovation, colours and reputation. Desk research technique is applied for collecting the information which saves the time, cheap and gives large amount of information. The report also contains information regarding the brand situation. No doubt the recession hits the business but Puma is doing well, and based upon the research the revenue is more as compared to the competitors. It is very important for the companies to maintain the reputation in this competitive market. Finally the report is supported with the recommendations which are useful for the further improvements. | | |
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| | Evaluation of Marketing Mix Strategy of Air Asia in the online context | | | This project has been prepared to review, analyse and evaluate how Air Asia is executing its Marketing Mix Strategy in the online context. Air Asia is the leading low cost airline for domestic travel within Asia. A study of the marketing mix of the chosen enterprise, its expansion of online execution, key issues and basic principles of online marketing has been undertaken. The flaws in the application have been dealt with and suitable recommendations made. | | |
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| | Global Business plan for Map plus for GPS mobile phones | | | Mobile phones have become part and parcel of an individual’s communication needs. The mobile phones are not just used for basic communication between individuals but advanced communication such as sending and receiving emails, chatting, video conferencing, web browsing and even in planning holidays. Managing business trips and family vacations by accessing travel portals from the mobile device is another value addition to the use of mobile phones. There is an increasing need is for mobile phones that can be used to plan a travel with maps of towns, cities etc. There are a few software available that provide maps of major tourist places, towns, cities etc.. However, they have a limitation. They provide maps but they do not have navigation inbuilt in them. There are quite a few mapping software available for GPS (Global Position System) enabled phones but the maps are not exhaustive (Nimesh Dubey, 2007). So GPS enabled mobile phone users require exhaustive mapping software for planning travel as well as for navigation in a strange place.
The proposed Map Plus software to be developed and sold by the yet to be created company, integrates the two features of navigation and making travel bookings. The Map Plus will have GPS compatibility along with tourist maps and guides so that the user need not use two separate software one for navigation and one for general reference. Simply, put Map Plus is a GPS enabled mapping software and it automatically communicates with the GPS network available in the town or city. If the user has subscribed to GPS service with a service provider in that town, then the software automatically brings up the town’s map and identifies the location of the user. The second use of Map Plus is that with its vast database of tourist information guides, the software allows the user make bookings and travel plans. Map Plus can be operated from iPhone.
The target market is mobile phone users with GPS enabled handsets and who travel frequently. It is a growing market and GPS is yet to find its due market place in developing countries. The market in developed countries is in the early growth stage. However, it is still at infancy in the developing countries. The market is global as the mobile telephone market itself. The product will initially be launched in the Australian market but soon will be expanded to all over the globe by online marketing. The projected sale for the first year is 1,000,000.. Estimated revenue generation for the first year is $ 1,000,000. The seed money required for initial set up costs and operations for the first month is $ 150,000. The estimated net profit after deducting start up costs and operational costs for one year would be around $ 500,000.
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| | International marketing strategy for Kids & Co | | | The paper seeks to draw a marketing plan for establishing “kids and company”, a Canada based child care services in Florida. The business of the company is providing child care for corporate employees. They have a huge client base and now wish to expand in other markets. The paper establishes the need for such services and identifies competition in the new market. Further it provides analysis of the new market, i.e., Bonita springs in Florida and bases that draws a marketing strategy comprising entry strategy, pricing strategy, marketing and advertising strategy. The paper emphasizes upon the importance of a strong brand in expansion plans of a company and measures to achieve it. Subsequently it identifies the challenges of a new market and ways to meet them. | | |
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| | Marketing and implementation strategy for an ad agency | | | The ad agency focuses on the availability of new ideas and good creative work. Conceptualization of novel ideas is the driving force for pioneering innovative communication processes. That is why; the organization spiritedly embraces the advanced digital world. Technology opens up new routes and multiple channels for expanding the prospects of profitable marketing. With innovation as the agency’s standing platform, the organization aims at brand pioneering. There are efficient scope and environment for creativity in the ad agency. The company looks for new big brand ideas with the opportunities of various creative awards. The world is a small village, thanks to the progressive development of technology. Being in a global network, the organization gains much confidence as well as competitive advantages over other companies. | | |
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| | Marketing Communication Plan of Wittner Shoes | | | Wittner Shoes is a leading shoe brand of Australia. The brand is well known for its quality, creative designs and affordable prices. The company has got stores located in all the major cities and big shopping centers of Australia. Established in 1913, the company is in the business for long years and has been able to sustain as their main motive was customer satisfaction.
The company has a wide range of products which includes hot heels, flab flats, sexy sandals, boot and classic corporate. It attends to a wide range of customers from casuals to corporate to evening wear. All their existing items or any new arrival is mentioned in the website. If you want to gift a Wittner shoe to somebody, you can give her a gift card. She can visit the store and buy any design for herself. The staff at the stores is quite helpful. If you do not have a size for a particular design, they always help you to get one from another store
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| | Marketing Decision Analysis assignment on Sony | | | Sony is a Japanese multinational company dealing mainly into electronics goods. The products highly targets consumers and professional markets. It’s one of the world's largest media conglomerates with revenue exceeding ¥7.730.0 trillion or $78.88 billion U.S. (FY2008) (Source: Financial Report, Sony, 2009). Its segmentation of business is divided mainly into five operating lines- electronics, games, entertainment (motion pictures and music), and financial services & others.
While Sony Ericsson came into origin as telecommunication branch with the merger of Sony and Swedish company Ericson and is now a successful top global industry player in the mobile handset market with sales of over 100 million phones in 2007 and operations in over 80 countries including manufacturing and R&D sites in China, Europe, India, Japan and North America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London.
“Ericson primarily supplies network equipment and services that enable telecommunication. Through the Sony Ericson mobiles communication joint venture a range of mobile handset and other mobile devices including those that enhance multimedia applications and other personal communication services are offered.” (Telefonaktiebolaget LM Ericson 2006).
Sony Ericson is responsible for product design and development, as well as marketing, sales, distribution and customer services. Where 1/3rd of its handsets are produced in China, rest 2/3rd of production line is divided in several countries in Asia, Latin America and Europe.
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| | Marketing Dissertation on Sona Castings Pvt Limited, an Indian Steel company | | | As businesses have evolved over the decades so are the management sciences. Many researchers, management Gurus have put across their ideas as to how an organization has to be run. The theories and concepts derived out of vast experience of that management experts work in real life management situations most of the time. However, there are times when even with careful planning going by the management books does not work. Similarly, an organization, which operates contrary to the management theories, flourishes. The reasons for such occasional failures of well planned organizational processes and success of an unorganized company can be many. Irrespective of the reasons, exceptions do exist. One such example is that of Sona Castings Private Limited, India. The company, without proper organizational structure and without marketing efforts is flourishing thanks to the high demand for steel castings and steel ingots in the market. The company is an established brand among the local buyers and suppliers due to its reliability. The company does not have a marketing department and yet the organization receives orders over the phone and castings and ingots are delivered depending upon the availability of the stock. The company does not advertise at all. However, the current high demand may not last long. And if the organization has to survive amid stiff competition in view of possible decreased demand in future, it has to make some fundamental changes to the organizational structure. There is also displeasure among junior workers due to dominance of long term serving senior workers. Given the volatile nature of Indian workers and their unions, the discontent might translate into strikes and lockouts. In order to avoid all these possibilities, this report suggests Sona Castings, a threefold change to the organization. The report first dwells on the Indian steel market, analyses strengths and weaknesses of Sona Castings and then makes recommendation to Sona Castings to migrate from hierarchical organizational structure to team organizational structure. The report also suggests Sona Casting to have a full-fledged marketing department. The report provides a marketing communication plan to Sona Castings. The report then finally provides a business expansion plan of the existing unit to cater to the present high demands of the market. The paper then suggests Sona Castings to tap steel markets of other Indian states. | | |
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| | Marketing plan for Razzle Holidays | | | Razzle Holiday (RH) grew from the Thomas Travel (TT), a private limited company set up in 1951 by Trevor Thomas as a traditional travel agency offering travel tickets and coach/train based family package holidays to popular resorts. In the past five decades, RH has seen a lot of ups and downs in search of newer policies to expand their business and profits in the market. Since 1998, the company has been running in the hands of junior members of the family. | | |
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| | Marketing report providing an insight into Positioning strategy of Wittner Shoes | | | Wittner Shoes, registered as Wittner’s Australia Pty Ltd, is counted amongst the highly reputed fashion brands in Australia. They provide excellent quality, in-vogue design, and cost-effective price. It’s been over a century that “Wittner shoes” is providing it’s footwear to its customers. Established in 1913 by H.J. Wittner in footscray, Victoria as a family shoe store, it’s an Australian owned and managed business which has continued to win accolades and gain customer satisfaction over the years and spreaded there reach throughout the mainland. Their stores are located in all capital cities and major regional shopping centres in Australia. The company main motive has always been the customer satisfaction which as a result has made it among the top pioneers in this field in Australia. Now being handled by 3rd generation, commitment to quality and style hasn’t changed and it still continues to be one of favourite brands in Australia.
There were many initiatives which were taken by the company like selling shoes by mail order, introduction of free chiropody with purchase of Dr. Arnold Health Shoes, which was the first brand in Australian footwear and “Wittner Shoes’s” also introduced x-ray fitting machines that enabled customers to see if footwear was correctly fitted to their feet. Hot heels, Flab Flats, Sexy sandals, boot and classic corporate are few of the categories it rolls out its products in. “Wittner Shoes” is at the forefront of fashion retail, specializing in shoes, from casual to corporate and evening wear. It also has a fantastic selection of matching bags and accessories. Every sale item and new arrivals are mentioned on the website. If you are thinking of gifting a Wittner shoe to anybody, you can also give a gift-card so that person can purchase it himself/ herself. Wittner shoes are loved by the customers as it always has something new and staff is helpful, and easy to reach. Prices are not too bad and better during sale. Even if a store doesn’t have a particular size in stock, it is always helpful in getting sizes.
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| | Marketing strategy for Allanasons Ltd for entry into Australian market | | | This report is written to demonstrate a marketing strategy for Allanasons Limited to enter into Australian market through its product of fruit pulp. Allanasons Limited is an Indian company which was incorporated in 1865. It possesses a well diversified product range and is particularly strong in the product segments of Halal meat, Coffee, Fruits and Vegetables and Marine products. The company has the long term strategy of exporting its frozen fruits and vegetables in the markets of UK, USA and Australia. Frozen fruits market in Australia is growing at a rapid pace and thus it has been identified as a primary target for exporting fruit pulp. Fruit pulp will first be exported to three major states in Australia i.e. Victoria, New South Wales and Queensland and after a period of 2 years expansion will be done in other parts of Australia. The primary target market of fruit pulp has been identified as university students, vulnerable groups like infants and pregnant ladies and health conscious people. The product will first be distributed to Convenience stores and Take away food outlets near the target market areas and once the product is popular, it will be introduced in major supermarkets like Coles and Woolworths. Coles and Woolworths have been identified as the major competitors and their strengths and weaknesses have been closely studied. Several marketing communication tools like mobile promotion teams, branded merchandise, point of sale display material and product specific pamphlets have been chosen to create an initial awareness about the product. November 2008 has been found to be a suitable month for launching of fruit pulp in Australian market and Planning budget suggests that the project will start to generate profits from the fourth month of its launch. Six months would be an ideal time period after which fruit pulp can be introduced in major supermarkets to compete with housebrands of Coles and Woolworths. | | |
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| | New Venture Strategy assignment on McDonalds | | | When an organization starts a new venture in an alien country, the success or failure of the venture depends upon many factors. Some may be internal to the organization and some of the reasons may be external to the organization. Internal reasons could be organizational architecture with power centre at the top management, insufficient capital to sustain initial failures etc. External factors to the organization that contribute to the success or failure of the venture could be political, cultural, religious, demographic and the availability of technology and resources. The organization may have a successful business in its home country over the years. However, the success of its international venture cannot be taken for granted. McDonald’s successfully ventured into conservative Chinese market by carefully studying the environmental influence for a few years. It is currently flourishing in niche market segment of China. The paper recommends McDonald’s to enter the in-line fast food segment, which is currently dominated by KFC taking into consideration vast market potential of China.
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| | Paper discussing the impacts of macro-economic factors on Airline industry of UK with special emphasis on Virgin Atlantic Airways | | | There are several factors that contribute to the success or otherwise of an organization. Some of factors could be internal to the organization and some of the factors could be external. While the a company cannot do much to control the external environmental forces, it can very well adapt its processes to suit the needs created by the external environment or macroeconomic factors. On the other hand, a company has a fair degree of freedom and resources to control and enforce changes in its internal environment or microeconomic factors. The paper discusses the influence of macroeconomic factors on industries and on the chosen airlines industry of the UK. The paper also discusses the adaptive measures taken by Virgin Atlantic Airways to adapt to the changes in macro economy. In the second part of the report the paper discusses 7 Ps of marketing mix and how effectively Virgin Atlantic Airways uses them to its advantage. Each of the parts end with recommendations if any, to Virgin Atlantic Airways.
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| | PC Build Inc Case study | | | This paper analyses the PC Build Inc case study and answers the following questions –
1) Briefly summarise the opportunity presented in the case. What factors give rise to this opportunity?
2) Do you think Bob & Mike are the right team to implement this opportunity? Why or why not?
3) Evaluate the opportunity using relevant screening techniques.
4) Based on the evaluation should Bob & Mike start the business? Why?
5) Would you invest in this business? Why?
6) Is there a better opportunity? If YES - what is it? If NO – what should Bob & Mike do next?
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| | Personal marketing plan in pharmaceutical industry and its relevancy in present scenario | | | Typically marketing is the process of creating, promoting and delivering goods and services to consumers and business. Marketing is often dynamic, challenging and rewarding. It can also be frustrating and even disappointing but it is never dull. As far as the marketing is concerned there is variability among the basic strategies according to the segment and demand. As being a pharmacy graduate I always want to work with R&D of the top pharmaceutical company like Ranbaxy, which is the largest pharmaceutical company of India. | | |
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| | Portfolio analysis assignment on Coles ltd | | | This report is prepared to analyse the product portfolio of Coles Myer Ltd. Coles Myer Ltd. is an Australian retailer having its retail outlets in Australia and New Zealand. Their portfolio of product includes supermarkets, departmental stores, liquor retailing, electrical goods, office/stationary, petrol and auto.This report analyse their product portfolio at this point of time and the expected portfolio after 2 years. Then recommendations are given to achieve the desired results. Growth share matrix is used for analysing the product portfolio of Coles Myer Ltd. | | |
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| | Project report on product launch of New patented herbal hair oil by Dabur India Limited | | | Every company wants to launch the “right” products in the market quickly and retain loyal customers for a long time. So why is this so difficult for most companies? Often, product launch failures are due to such fixable factors as: poor understanding of user needs; lack of competitive analysis; lack of understanding of regulatory or channel issues; lack of up-front planning; and poor cross-functional communication. This project focuses on launching a new product by the multinational organization, Dabur India Ltd. It considers some of the processes which are essential to the successful launch of a product, such as the marketing strategy for the product, the product’s positioning, launch strategy and post launch analysis.
Product launch normally involves steps for mass production, marketing strategies, necessary documentation, training of sales and support personnel, internal as well as external, channel setup, setting up of technical support and customer service facilities (DRM Associates, 2002). Mass production involves production unit setup, quality assurance process and deliverance as per planned specifications. Marketing strategies include many factors like attractive packaging, documentation of product literature, identifying target market, advertising, promotional campaigns, channel network setup etc. It also involves direct and online selling (DRM Associates, 2002).
Market launch involves the introduction of a new product into the market. Market launch alone does not involve production aspects. The company marketing the product may or may not manufacture the product itself. It could market the product manufactured by some other company. There are various factors that need to be considered before the market launch. They are benefits from the overall marketing strategy, level of penetration into the market, impact of advertisements in print and electronic media in terms of image building and economic terms, consumers satisfaction, the section of society that buys the product most, the variant of the product that is more successful, if any, optimum price etc. (GFK Austria, 2009).
In their article on methods and apparatus to improve market launch performance, Adrien Christopher, Stagaman Joseph & Wilke Joseph discusses the methods and apparatus to improve market launch performance (Adrien Christopher, Stagaman Joseph & Wilke Joseph 2007). According to the them, manufacturers or marketing agencies to whom the launch of a new product is entrusted, may employ techniques or sample surveys to determine as to whether the product itself or the manner in which the product is marketed yield maximum benefits. The marketing groups may also employ qualitative research methods that include setting up focus groups in order to determine consumer attitudes, reactions, expectations etc. Product marketers may also employ opinion polls on sample groups and the results obtained may be extrapolated to derive conclusions about the general population or demographic groups. This is done with the help of questionnaires presented to consumers for their opinions (Adrien Christopher, Stagaman Joseph & Wilke Joseph 2007).
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| | Project report on Strategic analysis of Coles Myers Limited | | | Corporate structure is the way in which the parts of a corporation are put together. Corporations usually have several strategic business units (SBUs). These SBUs are also called strategy centers, strategic planning units, or independent business units (Jain, 1990, p.17). Kotler (1997, p.71) states that an SBU is a single business or collection of related businesses that can be planned separately from the rest of the company. An SBU can be a company division, a product line within a division, or sometimes a single product or brand (Kotler et al., 1998, p.35).
Coles Myer Ltd. is an Australia's retailer. It is a merge of two large retailers, namely G.J. Coles & Coy. Ltd. and The Myer Emporium Ltd. G.J. Coles & Coy. Ltd. started its first store in Collingwood, Melbourne on 9 April 1914; while The Myer Emporium was established in 1900 in Bendigo, Victoria, by Sidney Myer. G.J. Coles operated variety stores; Myer operated department stores, as well as discount and specialty stores. The two companies united in 1985 and became Coles Myer Ltd. with a new company logo.
Coles Myer Ltd. has a mission to be the best retailer in every market in which it operates. It wants to produce benefits to its stakeholders. It also wants to be known for honesty and leadership. For this purpose, it considers communication as a very important aspect. It needs to have an open and responsive communication with every aspect of the environment to achieve its goals.
Coles Supermarket's business philosophy is societal marketing philosophy. Coles Supermarket focuses on customer needs and wants. It can be seen clearly from the mission statement and the slogan in the logo that is "serving you better". However, it also does activities that show it cares about the environment, which currently is the society best interest. For instance, Coles has provided $150,000 to help the WRAP (Waste Reduction Accreditation Program) campaign and it also will be the first retailer to run the program in its entire stores. Its activities also include recycling, using energy efficiently, and providing green products.
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| | Report analysing a sample project plan prepared for Dabur India Limited by a consultancy firm for the launch of new patented hair oil manufactured by Dabur | | | Accurate costing and time planning are vital to the success of a project. Planning time considering practical constraints would provide a realistic picture of the project duration and project outcome. On the other hand, time planning without considering practicalities of execution of the project plan would result in extended timelines and the stress arising out of the perceived delay in completion of the project. The report analyses a sample project plan prepared for Dabur India Limited by a consultancy firm for the launch of new patented hair oil manufactured by Dabur. The report discusses various stages of project life cycle, time planning, time definition, network analysis and cost planning and cost definition. The report discusses the strengths and weaknesses of time planning presented in the sample project report and recommends to allow for contingency time schedule arising out of practical constraints such as unforeseen events that could disrupt normal public life. The sample project plan has a cost estimation plan that is aimed at senior management and the client. The report recommends to include break-up of costs of subtasks in the cost estimation. This would function as a guide to carrying out the tasks with allocated budget for each of the subtasks. The report also recommends the use of unit man-hour requirement while estimating human resource requirement and their costs in order to make the costing even more transparent for the stakeholders to see. The report finally recommends the project report be prepared not only for the stake holders such as senior management and the client but also for the use of team members that execute the project. | | |
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| | Report analysing the Business branding and Internet Marketing strategy of Triodos Bank | | | E-commerce and E-business are slowly becoming integral parts of banking system since the last couple of decades. According to Crane and Bodie (1996), banking and financial industry is growing rapidly in unpredictable ways (Wu, Hsia & Heng, 2006). Some of the technology enhanced products and services are multi-function ATMs, tele-banking, online banking and trading of stocks and shares etc. (Wu, Hsia & Heng, 2006). Integrating E-commerce in banking system is probably the most challenging task since huge money rides the operations of E-commerce and a small bug or lapse in the application could lead to serious repercussions (Chaffey, 2002). E-commerce differs from traditional banking to a great extent. While traditional banking at the branches is slow and time consuming, internet banking allows transactions to be done with the touch of fingertips in no time. The flip side of the internet banking is that it is prone to hacking, data theft and even malicious transactions costing the bank and customers to a great extent. Nonetheless, E-commerce in banking system is inevitable feature in today’s fast paced world. The banks use their web site and internet banking facilities to build brand value and to attract more customers. Since traditional banking at branches is slowly giving way to online banking, customers judge the performance of the banks not by the helpfulness or lack of it of desk clerks but the facilities and the ease of operations of their online banking systems. Since these days the web sites and online banking systems are the face of the bank to the customer, utmost care is taken to project the image of the bank to the customers as well as to show their concern to the customers’ needs (Wu, Hsia & Heng, 2006). The Triodos Bank known as the ethical bank since it funds mostly to organizationas involved in green, iconological or socially beneficial causes (Triodos Bank, 2009). The bank is based in Netherlands and has branches in UK, Belgium, Germany and Spain (Triodos Bank, 2009). It uses E-commerce applications to enable its customers transact online. The Triodos Bank has a web site that allows online banking and uses highly segmented approach. This report analyses the online banking system and the web site design and presentation of Triodos Bank, UK. The report uses evaluation criteria such as content quality, performance of web site infrastructure, customer support and customer privacy and security to analyze the impact of the efforts of the bank on branding and internet marketing strategy. The report finally makes recommendations to the bank to improve their online banking system in those areas.
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| | Report investigating the operations management, marketing management and financial management of Symantec Corporation and making recommendations for improvement | | | Symantec Corporation is one of the market leaders in storage management and systems protection. Since its inception in 1982 Symantec has gained market leadership in home users, medium organizations and large organizations segments. This report investigates operations management, marketing management and financial management of Symantec Corporation. The report analyzes the strengths and weaknesses of methodologies adopted in each of these management areas. The paper tries to identify the approach of the company in those areas that brought success to the company. The paper finally tries to identify areas that need improvement and makes recommendations for change in those areas. | | |
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| | Report on Coupon as a method of Sales promotion | | | Marketing as a subject is a fundamental mix of 4 Ps i.e. Product, Price, Place and Promotion and Sales Promotion, to be more specific forms an integral part of this marketing mix for a marketer. Promotional activity for pushing the product sale upwards is essentially termed as Sales Promotion and hence, structuring a Sales Promotion is directly linked of the Net Sales of the said product in the market. We would try and define Sales Promotion, talk about how it is generally structured and to be specific we would discuss the system of use of Coupons in a Sales Promotion activity. The basic objective of using Coupons by a manufacturer or marketer is to boost sale and hence, there are various types of coupons with multiple objective to propagate. There have been many write ups, thesis, journals and cases on this Coupon concept and we would try and touch upon a few of them in this report.
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| | Report on Import of Keo Karpin Hair Products in Australia | | | Australia is a place on the globe, which has been famous for its natural beauty and hence has always been a great place of attraction for tourists from across the world. That’s how the economy of the country has grown. Major revenue for the government of Australia comes from tourism only. The place used to be natural in its core and hence, beauty is personified. Gradual developments, a lot of global interaction, pushed the place to develop largely. While we write this project today, Australia is a strong part of the Commonwealth Nations membership, with 17th position in the world in terms of GDP, 16th in the world in terms of per capita income, and increasing further. We see them everywhere now and they are extremely receptive to any new change coming or happening around the world. With the increasing globalization, and linkage with the United Kingdom, Australia had the privilege of being exposed to the international market quite fast. Various contemporary products for various purposes are introduced and successfully marketed in Australia, till Australia realized that it has its own natural content very high. Australia started contributing to the global personal care market by flaunting its natural ingredients. Being a place close to nature, the products, Australia started manufacturing and exporting are all organic based and hence, it caught momentum very fast. Organic products are no contains of chemical and harmful elements that spoils a skin or any personal sensitive area of a human body.
Today, Australia is a hub of organic and natural products. Australian hair care market had generated total revenue of $656 million in 2007, representing a CAGR of 2.3% for the period of 2003-2007. People only use organic, chemical free, natural products for all kind of baby and personal care starting from skin to hair. We have chosen our project on a hair care product which is equally famous in the Indian market and made of non-harmful chemicals and organics and that is Keo Karpin.
In this project, we would evaluate the possibility of an imported organic product being successful in the Australian market. The company is Weird Products' who are famous for unique innovations in the market of Australia. We would begin by doing a SWOT analysis to see what Keo Karpin has in it as uniqueness and major attributes to be chosen to import into Australia. We would do a market scan and understand the segmentation that the Australian market is already divided into. We would also look at the current market players who could be straight competitions to us and build up a positioning strategy, which would be different from them. Through a detailed marketing strategy report, including pricing, packaging, promotion etc, and a detailed critical analysis we would reach the conclusion whether Keo Karpin import into Australia would be a profitable for Weird Product or not really.
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| | Report on methods of Sales promotion with key focus on Coupons | | | Sales promotion is the part of 4ps of marketing. For categories of marketing mix are product, Price, Place and Promotion. Sales promotion plays an important role in product sale. In this report I am going to define sales promotion and will focus on couponing system in sales promotion. Coupons are used by manufacturer to increase sale. There are deferent types of coupons in market which has deferent method of delivery. I am presenting these methods in this report. Many writers have written about coupons and writing, some of them are in favour of coupon system and some are against. This report includes some of these writer’s views and present a conclusion. | | |
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| | Report on Samsung Electronics case study | | | Samsung Electronics has grown from a small time company in 1987 to become the second largest profit making electronics company outside of the United States in 2003 under the leadership of Kun Hee Lee, Chairman of the Samsung Group (Siegel & Chang, 2006). Samsung Electronics, which is a part of Samsung Group has turned out to be its flagship company during the last 20 years. The company is world leader in memory chip production and sales. There are various factors that contributed to the market leadership. Some of them are sustained investment in cutting edge technology even in the face of market conditions that called for selling memory chips at prices lower than the cost of manufacturing to gain market leadership when the industry demands increased. When the memory market surged in the early 90s the vast investment in research & development and production facilities paid off since Samsung stood out as the sole company to meet the increased market demands. Samsung’s policy of delivering low cost but high quality memory chips with the use of cutting edge technology and committed workforce helped them to beat the monopoly of Japanese companies (Siegel & Chang, 2006). But of late Samsung is facing a similar situation Japanese companies faced a decade ago or so from Samsung, that new Chinese entrants are threatening the leadership of Samsung by manufacturing low cost memory chips. Samsung memory division is at cross roads on deciding as to whether to cede leadership in the low cost memory market to Chinese companies and concentrate on quality products manufactured through cutting edge technology or to partner with Chinese companies so as to hold on to the leadership. | | |
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| | Report on Tata Motors and Internationalization Process | | | Amidst the ubiquitous presence of Globalization, Internationalization has become all pervasive and promising strategies for growth in the existing economies. International expansion, hence, has become an innate component for MNEs for sustained survival. Recent Analysis by international organizations such as UNCTAD, OECD etc exhibits that international expansion of big companies from emerging economies (commonly referred to as EMNEs rather than MNEs) is a new and dynamic feature of global landscape. And, Goldstein (2008), states that the Indian corporate sector has been an active participant in this “game.”
Tata Motors is one such name that comes central as one talk on successful national growth and international expansion. Tata group plays a central role in the Indian economy and is at the fore in the internationalization of the Indian companies.
Where this fast expanding business of Indian Companies into advance market has been made possible due to advantageous amended economic and foreign trade policies, Goldstein (2008) indicates the second reason as competitive edge driven by cost advantage, production efficiency, managers’ willingness to take on risk, and exposure of domestic companies and their management to Western and Japanese competitors. Henceforth, internationalization becomes prominent backend by competitive edge combined with lacerating government role providing political support to Indian companies and managing the economy and the rupee in a way that is conducive to outward FDI.
Established in 1945, Tata Motors Limited is India’s largest automobile company in India with international presence and further vying to invest in the countries which has not been explored yet but have potential for big business such as US, UK, European Countries, Africa, China etc. Existing for more than half the century, Tata Motors has well planned and experienced management strategies and powerful resources that makes an MNE ready to step down in any economy.
In this report we examine the internationalization and technology strategies of the Tata Motors. We argue the strategies in the light of existing internationalization process approach. By studying process of International expansion for MNEs discreetly we hope to draw its implication to Tata group.
We start by noting in the following section the need for moving away from traditional frameworks for accepting the process of internationalization in recent times. For this, a reflection has been made on the growing significance of diversification for successful internationalization strategies. Process of Internationalization has been covered in detail with respect to forms of internationalization, entry mode type etc. Secondly, this report tends to cover the TATA Motors. A brief history, SWOT Analysis, International process of Tata has been unveiled in the report to know more closely about TATA Motors. Another section identifies the two Hypothetical Markets – UK and China, where TATA Motors can lead their international expansion plans. We conclude this section by pointing out the major advantages and challenges offered by internationalization process in these regions. The final section i.e. Conclusion has been made by culminating the key features of Tata internationalization strategies in the wider context of globalization.
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| | Report recommending a new store design for Celtic Organic Wholefoods | | | Most of the retail industry caters to customers directly through its outlets unlike some business to business industries. Several factors influence the decisions of customers to buy from a particular outlet. Some of the factors are ease of shopping, proper ambience and the availability of additional products or services that are not directly offered by the store. There are many store design types such as straight floor plan, diagonal floor plan, geometric floor plan, angular floor plan and mixed floor plan. Each of the layouts has its own advantages and disadvantages. Each of the floor plans are suited to particular type of product showcasing and selling Celtic Organic Wholefoods is a retail food chain company that offers organic products such as bakery items, grains, dairy products, organic vegetables and fruits etc. This report provides a distinct floor plan for Celtic Organic Wholefoods in view of the perishable and non-perishable products that would be showcased in the new store. The proposed design would also have spaces for nursery and coffee shop managed by third party companies in order to enhance customers’ shopping experience. This report recommends Celtic Organic Wholefoods to incorporate the proposed store design to enhance customers’ shopping experience as well as to improve business revenues for the company. | | |
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| | Report suggesting the strategies to improve e-business operations of Accent Clothing | | | The world of e-business is expanding rapidly. Accent Clothing has also adopted this approach to keep in step with the modern times by working through its website www.accentclothing.com. The website endeavours to be consonant with the policies of its business- warm relationship with and convenience to its customers.
The website is designed to meet the requirements of a large number and varied groups of customers. It does so by segmenting the website according to the projected needs of the browsers. Also, Accent Clothing has set up a whole system to provide shopping facilities of transaction and delivery to its buyers.
There are a few flaws relating to the design of the website. They have been evaluated and recommendations made for the improvement of the site and consequently, of the e-business of Accent Clothing.
The Report for evaluating and suggesting measures for improvement of the website has been divided along three basic heads- Design, Content and Customer Interface. These are the three main things to look out for in a website. Under each head, three sections have been constructed- Importance and Guidelines (detailing the importance of each element and the guidelines generally prescribed for it), Evaluation of www.accentclothing.com (in comparison with the guidelines prescribed) and finally, the Recommendations.
These recommendations can help improve the e-business of Accent Clothing and make it a large and well established business on the internet.
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| | Report suggesting the strategies to improve e-business operations of SixT | | | Sixt is a car rental and leasing company which originated in Munich, Germany in 1912. Today, Sixt provides service to their consumers through their company website and 3,500 service stations worldwide (Sixt AG, 2009).
The company’s branding strategy is one of the factors that made Sixt successful. Differentiating from their competitors, Sixt established themselves as “the spirit of mobility,” which conveys a meaning of providing smooth service to their customers. Concentrating on the comfort and satisfaction of their consumers, the process of renting or leasing a car is fast, easy and convenient. The establishment of Sixt’s website supported this positioning. For customers, they can easily select and rent a car at the comforts of their home, office or anywhere.
Sixt’s core brand identities include:
• Provides top-quality services and cars at low prices
• Smooth, hassle-free mobility approach
• Innovative mobility service provider
• A positive image
• A service and customer-oriented range (customer-centred and tailor-made mobility solutions) (Sixt AG, 2009).
According to the company’s website, Sixt’s goal is to “operate as a global player on the world's fastest-growing future market of mobility,” which can further assist the improvement of their market position. By having an electronic base service provider equipped with a unique infrastructure to link services easily, the company has a special competitive advantage. (Sixt AG, 2009) Through the availability of Sixt’s website, customers can easily contact Sixt and avail their services. Furthermore, the company can provide a faster way of dealing with their customers’ needs and demands.
The company’s offline brand image, identity, value proposition and operations need to correspond consistently and provide continuity in their website to compete in the fast-paced marketplace (Rowley, 2004, p.136). Thus, brand building online is necessary and plays a significant role to communicate brand values and build a stronger relationship with its customers.
This report evaluates the online branding and operations of Sixt car rental and leasing company using related framework for branding and operations for websites. It aims to demonstrate the consistency of the offline and online branding and operations by analyzing the Sixt’s website. This report is divided into several parts which includes:
- Online Branding
- Online Operations
- Recommendations
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| | Review of Academic Journal ‘Development and Testing of an E-Commerce Web Site Evaluation Model’ by Joia and de Oliveira (2008) | | | The purpose of this essay is to critically analyse the article of Joia and de Oliveira (2008) titled ‘Development and Testing of an E-Commerce Web Site Evaluation Model.’ The article is focused on the use of the internet in marketing in that it seeks to explain how marketing on the internet (the focus is on electronic retailing) can influence purchasing attitudes and intention. By developing a model of consumer purchasing and technological acceptance, the article finds that, in the case of CD music, “ease of use, trust, pleasure, and attractiveness as perceived by visitors to CD e-retailing Web sites are key issues for understanding customer attitude and purchasing” (Joia and de Oliveira 2008: 37). While this finding is based on a relatively robust empirical model, the article nevertheless has its problems and limitations. The implication is that the findings of the article need to be treated with a degree of caution by marketing practitioners.
The essay is structured as follows. The first section outlines the key contention of the article and its relationship to the marketing literatures. This is followed by a discussion that identifies and outlines the practical implications of the research. The final section provides a critique of the article’s limitations.
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| | Review of an academic journal on Internet & Marketing | | | The purpose of this essay is to critically analyse the article of Joia and de Oliveira (2008) titled ‘Development and Testing of an E-Commerce Web Site Evaluation Model.’ The article is focused on the use of the internet in marketing in that it seeks to explain how marketing on the internet (the focus is on electronic retailing) can influence purchasing attitudes and intention. By developing a model of consumer purchasing and technological acceptance, the article finds that, in the case of CD music, “ease of use, trust, pleasure, and attractiveness as perceived by visitors to CD e-retailing Web sites are key issues for understanding customer attitude and purchasing” (Joia and de Oliveira 2008: 37). While this finding is based on a relatively robust empirical model, the article nevertheless has its problems and limitations. The implication is that the findings of the article need to be treated with a degree of caution by marketing practitioners.
The essay is structured as follows. The first section outlines the key contention of the article and its relationship to the marketing literatures. This is followed by a discussion that identifies and outlines the practical implications of the research. The final section provides a critique of the article’s limitations.
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| | Review of the Magellan Sutera Resort Malaysia | | | With the growing economic condition of nations at a macro and micro level, tourism has become one of the most cash oriented industry which is not only lucrative but at the same time, connects many services together to push any economy or society to grow cumulatively. The entire world in itself grips mankind for a concept like tourism and some places treasures their unique characteristics to lead the show. Asia has been one of the leading places for tourism, both from uniqueness in characteristics, variety, and cost as well.
Our focus in this report is Malaysia, which is considered one of the most exciting and promising tourist destinations. Being one of the most prominent destinations in Southeast Asia, near the equator, tropical climate of Malaysia attracts tourists from across the world. We have picked up one of the most renowned five star resorts of Malaysia, Magellan Sutera and have done a complete evaluation of the prospective growth of the tourism industry in Malaysia and a view from the tourist’s perspective.
We obtained the complete overview of the five star resorts Magellan Sutera, we evaluated and did a comparative study of the available target market vis-à-vis potential target market for Magellan Sutera. We have done a macro analysis of the environment, society, culture, economic condition of Malaysia and how well the business strategy of Magellan Sutera fits into these blocks. We have done a SWOT analysis of the business model and tried attempting to recommend the further business strategy for Magellan Sutera.
Making a resort, registering it for a five star category is not very difficult for any real estate businessmen but the challenge always remains how to capture maximum market share percentage, customer satisfaction and long term retention, brand equity spread and customer brand recall is important. Therefore, our review reports stresses on the fact as to how aligned is the current business strategy of Magellan Sutera Resort, and what all changes could be done to strengthen the market share further, how could Magellan Sutera Resort could attract more tourist and capture the maximum volume of outbound tourism across the world.
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| | Situation Analysis on ‘Travellers’ Aid’ | | | Over the last few decades, market trends for travel have been mutating quite rapidly. Travel has grown to be a hot and profitable market. The need for stress busting has been known as an important trigger for increase in the number of travellers over the years. A non-profit organization like the ‘Travellers Aid’, therefore, needs to assess and revise the situation in order to augment its effectiveness. The following are given some important facts and figures and strategies to achieve this goal. | | |
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| | Starbucks Case study | | | This case study is based on Starbucks and provides answer to the above 2 questions. | | |
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| | Strategic Analysis and Future recommendations for Far Horizon | | | The changing market conditions compel businesses either introduce new products or services or venture into newer areas of business. The market conditions such as per capita income, consumers’ buying power, economy of the nation influence the market strategies of organizations greatly. The essential goods market may not be influenced greatly from the market conditions. However, non-essential products and services such as entertainment, leisure, sports equipment rely greatly on positive market factors for their success in the business. Far Horizon had been doing well in the UK inshore yacht market. However, the current scenario of dwindling economy has made the company to rethink about their business strategies and expand its product base to sea going yachts. The business plan analyses the strengths and weaknesses of the company, micro and macro environmental factors of the marine industry in the UK, market conditions etc. The business plan also does a cost estimation and break even analysis for the proposed expansion plan of Far Horizon. The report then does a cash flow analysis and provides time based implementation plan for the project. | | |
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| | Strategic assignment Goodlife fitness clubs & expanding them to the US market | | | This assignment throws light on Goodlife Fitness Clubs. It tells us about their various srategies, services, growth etc.It deals with the Canadian fitness industry . It discusses about the scope of Goodlife fitness Clubs in the US by understanding the recent trends in the US fitness industry. | | |
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| | Strategic assignment on expansion into the Telecom industry of India | | | This report provides the detailed picture of Indian telecommunication. It shows that growth taking place in Indian market is more than any other country, which is by 27%. Moreover FDI in Telecom between 1991 and 2004 nearly touched $ 2.31 billion. This, again, is expected to rise further in the next few years. Low penetration of cell phones as compared to its population tells that how much market is yet to be explored in this sector. Moreover with new product of third generation technology networks and handsets, allows people to see each other while taking and can send instant pictures. It will be valued by Indian as they have more emotions of staying in touch. In past Indian consumer has always shown a positive attitude towards the new technology. To give them new technology it is important have the good knowledge about the market, which can be gained by entering as joint venture. As Indian economy does not allow foreign companies to enter in the market with more than 74 percent of ownership. States that joint venture is the best entry mode. As it costs also less. Profit in the short can be forecasted so easily due to new technology and large market but to make profits in the long term it is important to consider the price and Indians are more price conscious, due to perfect competition. | | |
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| | Strategic assignment on Internet market in Australia | | | Broadband is becoming vital for both the economy and community of Australia. It is estimated that the Australian Internet access market will add over $100 billion to the Australian economy over the next five to ten years by organizations that will use broadband as a crucial element in their business models and distribution of services and as e-marketing and production tool. Australian Internet market is still lagging 2 years behind those in Europe and Asia. This further means that Australia is losing out on competitive advantage. While technology has already made essential as well as innovative improvements in the subcontinent, Australian people find it too expensive to afford broadband Internet in their households. | | |
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| | Strategic assignment on Nakheel Developer, Dubai | | | The recent economic slowdown, high rate of inflation and slowdown in consumer demand, has shaken many industries from both a product as well as service perspective. Infrastructure sector i.e. Real Estate has been a major of them, continuing with the flavour of Sub-prime etc. Hindrance came from dual direction, hit them, availability of land, increased land prices and affordability issue as far as the consumers are concerned. In addition to this, the input cost has also become high. We would try and probe in this issue further by comparing two large construction firms of Dubai market, which is considered the hub for real estate construction in the globe. We would try and see how have these two firms, market capitalization been effected or no, keeping in line with the global economic health. | | |
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| | Strategic assignment on Supermarket industry in Australia with focus on Woolworths | | | The Australian supermarket industry is in its mature stage of its life cycle with high rivalry among the two major players in the market; Woolworths and Coles. Since establishment in 1924, Woolworths has grown to be the market leader with over 40% of the market. The following report strategically analyses the supermarket industry, Woolworths operating environment, its strategies implemented and provide recommendations for its future sustainability. Considering porter’s five forces analysis, the overall industry attractiveness can be considered low in terms of new entrants and established firms. Changes in technology, regulations and consumer demographics have been the main driving forces in the industry affecting competitiveness of firms. Low cost structure, technology, store locations and customer service have been critical for the success of firms in this industry. Been the market leader has been the major strength of Woolworths enabling it to achieve economies of scale. However a major threat facing the company is the growing presence of international competitors in the market. Low cost structure and brand equity can be regarded as core competencies of Woolworths. Furthermore Woolworths has focused heavily on supply chain management for the efficient management of its value chain and its low cost structure and brand equity has facilitated sustainability. Woolworths two major corporate strategies have been strategic acquisitions and unrelated diversification, and focuses on cost leadership and differentiation in terms of customers in store experience as its business level strategy. While Woolworths is considering expanding to New Zealand and India through acquisitions and joint ventures as part of its corporate strategy, organizational re-structuring, control systems, change management and a strong corporate culture have enabled Woolworths to implement strategies successfully. | | |
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| | Strategic case study on Target | | | Current success is attributable to many aspects of Target, most of which stem from its strong reputation as a place to buy a wide variety of quality, fashionable goods at discount prices. Target has garnered this reputation by building a strong rapport with its customers and through its partnerships with other respectable groups. As well, Target’s continued desire to help communities has helped build and strengthen relations with its clientele. A weak point for Target is its position in the market. One major reason for this weakness lies in the overall structure of the company. Frankly, it is currently not capable of reaching out to certain customers (specifically suburban and rural) simply because of its size. This being said, Target is in a great position because it is big enough to chip away at Wal-Mart’s market share and compete strongly with other members of the various industries Target is a part of (Kroger, Safeway, etc.). Opportunities for Target to grow are many. For example, delving more into the retail food industry, investing more into on-site gas stations, increasing its prominence in bridal registry and to open up more partnerships with other companies are all ways for Target to grow. All of the potentials have to bear in mind the overall objective of bringing more customers into the store and having those customers come back often. The frequent customer is relatively rare at Target, especially when compared to Wal-Mart and this needs to change. | | |
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| | Strategic marketing plan on Green eggs company | | | The purpose of this Strategic Marketing Plan is to assess both the internal organisational capabilities, as well as external environmental factors that are likely to impact on the Greens free range egg business currently, and in the future. Green Eggs’ marketing problem is essentially the ability to sell value-added eggs profitably. They also want to be able to provide a product offering that is unique, differentiated, and superior in the market, thus providing a competitive advantage for their business. Their problem at present is that their brand is relatively unknown in the market, and they don’t have a wide-spread distribution network in place to grow their business. | | |
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| | Strategic marketing plan on St. Johns Ambulance | | | The purpose of this Strategic marketing plan is to assess both the internal organizational capabilities, as well as the external environmental factors that are likely to impact on St Johns Ambulance (Victoria) kit sales currently and in the future. SJAV’s marketing problem is to sell more kits in a very competitive marketplace and maintain profitability. They also want to differentiate their product, use the SJAA brand equity and launch the innovative product range with a sustainable competitive advantage. Their distribution network has been inefficient in the past and there is a need to fine-tune these distribution channels | | |
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| | Strategic procurement plan on a fictitious organization | | | The establishment and administration of procurement processes and practices for all goods and services purchased by Starline Tech World is handled by its Strategic Procurement Branch. The strategic procurement plan of Starline Tech World contains the following sections:
1. Procurement plan: It includes objectives to be achieved, how to meet them, monitor and report them, and finally how these achievements will be measured.
2. Procurement profile: It shows how much the company spends in different supply sectors in terms of value and risk.
3. Spend analysis: It identifies the high value purchases the organization is planning to undertake over the next five years.
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| | The DAG Group case study | | |
This paper analyses the DAG Group case study and answers the following questions –
1) Would you rate Val & Chris as an “A” team? Why or why not?
2) Describe the opportunity in one sentence (as defined in the case).
3) Evaluate this opportunity using relevant screening techniques such as PEST, Porters 5 Forces, SWOT etc.
4) Based on the evaluation should Val & Chris start the business? Why?
5) Would you invest in this business? Why?
6) Is there a better opportunity? If YES - what is it? If NO – what should Val & Chris do next?
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| | Tiffany case study | | | This research proposal discusses the fine jewellery sector within the luxury goods industry, focusing on Tiffany & Co.’s (“Tiffany”) position among its high-class competitors and fine jewellery consumers. The paper begins with an overview of the luxury goods industry and current trends within the specific sector of fine jewellery. The document progresses by describing the corporate structure of Tiffany, specifically the company’s products, financial situation, store operations and plans for expansion, key publics, brand image, and marketing strategies. The proposal includes an in-depth analysis of Tiffany & Co.’s position among luxury goods consumers, with the primary question of how Tiffany will maintain its elite image and leading position within the jewellery market while attempting to expand its consumer base | | |
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