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Below are Essay & Assignments tackled by us on Marketing

Showing 61 to 70 of 471 results.

  • Analysis of the famous Neptune Ice cream case study
  • This report is based on the following question –
    Prepare a marketing plan report for the marketing of Neptune’s premium ice-cream to selected independent ice-cream shops and/or cafés where they will...More

    This report is based on the following question –
    Prepare a marketing plan report for the marketing of Neptune’s premium ice-cream to selected independent ice-cream shops and/or cafés where they will sell the ice-cream exclusively, with the appropriate signage (at least to the freezer units) to distinctly identify the brand.
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  • Analysis of the famous Nestle Case study
  • This report is based on the following case study -

    Background
     
    Click HYPERLINK "http://mediarep-prd-vip.usq.edu.au/b-repository/2014/1/MBA/MBA8000/Assignment_2_introduction/"here for an oral pr...More

    This report is based on the following case study -

    Background
     
    Click HYPERLINK "http://mediarep-prd-vip.usq.edu.au/b-repository/2014/1/MBA/MBA8000/Assignment_2_introduction/"here for an oral presentation relating to assignment 2.
    Consumers have higher expectations than ever before. They want products to match these expectations. They also want accurate, up-to-date and useful information about what they buy. In short, consumers want the facts. This growth of consumer power is known as consumerism. In the area of fast moving consumer goods (FMCG), marketing has become a specialised and complex process.
    When developing products, organisations try to meet the needs of their consumers as fully as possible. This is vital if they want to do better than their competitors.  Nestlé is the world's biggest food and beverage company. It wants to be known as a 'Respected, Trustworthy, Food, Nutrition, Health and Wellness Company'. Its actions are guided by a series of business principles as shown in the diagram below.
    
Nestlé's business principles

    Market research by Nestlé showed that its customers have a genuine and growing interest in information about its brands. In particular, consumers want more information about what they eat and drink. Consumers feel this information should be supplied as part of the product. As a consequence of this information, Nestle participated in the development of 'Guideline Daily Amounts' (GDAs). These were developed by the Institute of Grocery Distribution (IGD), a trade association in conjunction with a number of leading manufacturers and retailers, including Nestlé.
    Corporate responsibility through food labeling




    Nutritionists and scientists provided the details of the nutrients that the average person needs to consume each day. The GDAs were produced in line with published government recommendations. The symbols were designed to show the amount of calories, sugars, fat, saturates and salt in products. The consistent use of these symbols helps consumers to understand the GDAs. This means they can make choices quickly and easily about their daily diets.
    Having developed the guidelines, the next step was the most difficult. Nestle' would like to know if it is economically viable to place GDA information on their packaging.  To assist them in making this decision they need some market research done on consumer expectations and also on consumer requirements for packaging labeling.  


    In business, ethics are the moral principles or values held by those within the organisation. These support and influence its decision-making. In order to be ethical in its operations, Nestlé's decisions are guided by a series of business principles. The well-being of consumers and employees is central to its business principles. For example, one principle is: ‘Nestlé recognises that its consumers have a sincere and legitimate interest in the behaviour, beliefs and actions of the Company behind its brands in which they place their trust, and that without its consumers the Company would not exist.’
    
Business principles

Nestlé has also developed a series of business principles focused on communications with consumers. Two of these are:
    ‘Nestlé consumer communication should reflect moderation in food consumption and not encourage overeating. This is especially important regarding children.
    Nestlé consumer communication must [match the desire for] healthy, balanced diets. Our advertising must not imply the replacement of meals with indulgence or snack foods, nor encourage heavy snacking. Creating Shared Value


    Nestlé's business principles and its approach to corporate responsibility were the beginning of what is known within Nestlé as ‘Creating Shared Value’. The process of Creating Shared Value has two important elements. It links the needs of shareholders and consumers to the need to respect people and the environment. Creating Shared Value means that Nestlé looks at the impact of each corporate activity on the wider environment. This attitude is at the heart of everything that the company does. This process starts when products are sourced from various parts of the world. It continues through the manufacturing and distribution of products. It ends when products are distributed to customers (for example, supermarkets) and ultimately sold to consumers (the public).
    
Value chain

    Each step in this value chain could have harmful consequences if not managed properly. For example, without sustainable agricultural practices the natural resources of farms worldwide might be damaged. By embedding corporate responsibility in its business practices in this way, Nestlé is able to contribute positively to societies across the globe.

    Nestlé's business principles are central to its framework for corporate responsibility. This framework also enables it to Create Shared Value with suppliers, partners, customers and consumers across the world. Corporate responsibility involves Nestlé doing more than the regulations and laws require. This means that the individuals and organisations it does business with have more trust and confidence in Nestlé. Using a series of business principles has helped Nestlé to link good practice with good business. Undertaking business responsibly is not always easy. There are many costs to consider. 


    However, Nestlé feels that it is important that the company is seen to act responsibly and is responsive to consumers' needs and Nestlé wants to position itself favorably in the minds of consumers, which means that they will react favorably to its products. This will have a long term positive impact on the company's reputation.



    The purpose of corporate business principles is to influence how employees within the organisation behave. These principles and policies are given to everybody at Nestlé. These principles provide clear guidelines for employees. This helps them to make choices which reflect the company's ethical stance. As well as creating value for the company, Nestlé also creates value for the societies it serves. The business principles which determine how it does business create a framework for auditing the activities of the organisation. This auditing ensures that the business Creates Shared Value. Nestlé emphasises the importance of evaluating its activities against the business principles. This makes it possible to measure the behaviour of the business in ethical and socially responsible terms.
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  • Analysis of the famous Starbucks case study by Ariff Kachra
  • Marketing segmentation is about identifying and defining consumer groups based on specific characteristics (Hooley et al, 2002). Marketing segmentation enables companies to customize their products an...More

    Marketing segmentation is about identifying and defining consumer groups based on specific characteristics (Hooley et al, 2002). Marketing segmentation enables companies to customize their products and services to suit specific needs of customer groups (Brady & Davis, 1993). If segmentation is done effectively, it will result in increased sales, customer loyalty and increased brad value. This paper analyses market segmentation as applied to Starbucks. case study. The paper analyses the efficacy of segmentation of Starbucks, its moves towards achieving sustainable competitive advantage and the company’s management of relationships with vendors ... Less

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  • Analysis of the famous Sweet Indulgences case study
  • This case study analysis provides answers to the questions given below -
    • Access the industry’s future growth by using PEST analysis (Social, Demographic, Culture, Economic, Political, Legal, and T...More

    This case study analysis provides answers to the questions given below -
    • Access the industry’s future growth by using PEST analysis (Social, Demographic, Culture, Economic, Political, Legal, and Technology). Access the nature of impact (i.e. positive or negative) for each factor. Draw conclusions.
    • Access the industry’s future profitability by using The Porter’s five forces model and the extended five forces model. Access the nature of impact (i.e. positive or negative) for each force. Draw conclusions.
    • What business strategy is Sweet Indulgences supposed to have been pursuing?
    1. Does Sweet Indulgences plan to grow?
    2. What products/services will Sweet Indulgences provide?
    3. In what markets will Sweet Indulgences operate?
    4. What generic strategy will Sweet Indulgences adopt? (Low cost? Differentiation? Leader strategy?)
    5. What position in the industry does Sweet Indulgences to hold? (e.g. vision statement)
    Has Sweet Indulgences been pursuing the above stated strategy?
    • What are the strategic capabilities of Sweet Indulgences (Are they valued by the customer? Are they better than the competition? Are they difficult to replicate or imitate?) and do these meet the strategic goals of the company? Are the strategic capabilities consistent with industry’s key success factors?









    • Who are the key stakeholders, what are objectives and are their objectives aligned with Sweet Indulgence’s strategic goals?





    ….
    …..

    How has Sweet Indulgence performed to date? (By using Balance scorecard approach) Draw conclusions.
    • Financial perspective (Strong, Medium, Weak performance?)
    • Customer perspective (Strong, Medium, Weak performance?)
    • Internal business perspective (Strong, Medium, Weak performance?)
    • Learning and growth perspective (Strong, Medium, Weak performance?)
    • Who are Sweet Indulgence’s key competitors? What generic strategic are these competitors pursing? What are their strength and weaknesses? What is Sweet Indulgence’s future competitive position relative to their key competitors?









    • Summary of Sweet Indulgence’s strategic position

    • What are the key strategic issues for Sweet Indulgences?
    • Identifying strategic options of Sweet Indulgences (Short to medium term recommendations and Long term recommendations)
    • Market penetration? New product development? Market expansion? Diversification?
    • Evaluation of Sweet Indulgences’ strategic options
    • Internal consistency?
    • External consistency?
    • Feasibility?
    • Strategic advantage creation & maintenance?


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    • Given Sweet Indulgence’s life-cycle position, what is the most appropriate strategic leadership style [Risktaker? Caretaker? Surgeon? Undertake?] required for Sweet Indulgence’s business? Who should be selected for replace Arthur? Justify your selection.



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  • Analysis of the Grocery market in Australia
  • Introduction 2
    Microeconomics 2
    Oligopoly 3
    Analysis of the Grocery Market in Australia 3
    Australian Grocery Market: A Competition Perspective 3
    Workable Competition and Australian Grocery Market...More

    Introduction 2
    Microeconomics 2
    Oligopoly 3
    Analysis of the Grocery Market in Australia 3
    Australian Grocery Market: A Competition Perspective 3
    Workable Competition and Australian Grocery Market 5
    Vertical Integration 7
    • Backward vertical integration 8
    • Forward vertical integration 8
    • Balanced vertical integration 8
    Conclusion 9
    References 10
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  • Analysis of the internal and external environment of Mother Energy Drink in the Australian market and recommendations for future operations
  • This report examines the success of Mother energy drink as opposed to the other predominant ‘energy drinks’ in Australian market. It’s focal would remain the in depth study of customer responses acros...More

    This report examines the success of Mother energy drink as opposed to the other predominant ‘energy drinks’ in Australian market. It’s focal would remain the in depth study of customer responses across the highs and lows of the ‘mother energy drink’ starting right from the launch till today. The assignment would adopt a research design gain a comprehensive insight into the market of ‘mother,’ also at the same time would identify the problems and opportunities confronted and its struggle through survival, its failings and fight to re-establishment in the same markets. We would also be addressing issues impacting customer behavior via the lens of internal and external factors, in the light of which we would further analyze the hindrances to the success of ‘mother.’ We would briefly look at the prevailing energy drink market scenario in Australia, the rivals posing threats and challenges. The target market of Mother Energy drink will be studied in detail to identify the potential areas which still remain untouched.
    Report would attempt to study not only the customer responses but also look at the stimuli triggering varied customer behavior patterns, it would concentrate on the study of major concepts like culture, attitude, motivations which play key role in determining customer’s purchase decision leading to either success or failure depending on the case. Further to which, assignment would seek to formulate a set of recommendations, a new strategy for improvements and action plans to instill a new marketing mix that excites better chances of success for ‘Mother.’(Report, 2007)


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  • Analysis of the Marketing Strategy for Service Online
  • SO is a new entrant in the online services market and is aiming to double its market share (from current 11%) by 2013-14 by creating a new marketing strategy for its services aimed at individual home ...More

    SO is a new entrant in the online services market and is aiming to double its market share (from current 11%) by 2013-14 by creating a new marketing strategy for its services aimed at individual home owners looking for reliable, cost-effective help in locating tradespersons for repairs / work around the house. To achieve its business objectives, SO needs to differentiate its services from competitors by focussing on communicating its value proposition of a high quality, reliable, pre-vetted service at reasonable prices with a fast turnaround time. It can also attempt to generate more stable revenue streams through customer loyalty programs, long term membership packages and referral programs. Since trust among targeted market is often an issue with new online service providers, SO can provide a more personalised and accessible face to clients through online call centres (using gTalk and skype) and a telephone helpline. The ongoing quality of its services can be monitored through regular pruning of its database of tradespersons based on client feedback. ... Less

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  • Analysis of the Marketing Strategy of Unilever and recommendations for future actions
  • Unilever Limited is one of the biggest marketers of the globe. They are the giant organization into Fast Moving Consumer Goods having presence in five continents, more than fifty plus countries around...More

    Unilever Limited is one of the biggest marketers of the globe. They are the giant organization into Fast Moving Consumer Goods having presence in five continents, more than fifty plus countries around the world, has the largest gigantic customer base. Multiple categories in Food, Health and Personal Care products Unilever has created mass of differentiation in each of their own categories only and created brands which competes with its own brands only. Therefore, the biggest differentiation factor that makes Unilever and its products different from the market or gives them competitive advantage is marketing. ... Less

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  • Analysis of the Project of establishing Retail outlets in India in the name of the project ‘Bharat’
  • The focus of the plan is to launch new retail outlets in various corners of India under the under the banner of SNB. The venture stands to leverage two key USPs of SNB– the distribution network & bran...More

    The focus of the plan is to launch new retail outlets in various corners of India under the under the banner of SNB. The venture stands to leverage two key USPs of SNB– the distribution network & brand. SNB is a renowned company with the largest network distribution in home furnishing products. Primarily the focus of this plan is to target the Indian market for the furnishing products. Our research and projections indicate that the product would garner substantial volumes in the retail segment in its first full year of operations. India being a developing country it has ample opportunities and also the people here prefer good quality products with reasonable price. This practice of SNB is the basis of this assumption that the project will be highly successful.
    The product offering would be positioned as “something more than just furniture”. It would not be only furniture obtained from the wood or metals. The type of furniture shall be re-invented to produce something different which is environment friendly, easy to move with affordable price.

    Due to the uniqueness of the product, effective marketing and distribution networks, this project is expected to generate high revenue. Sales are expected to increase year after year with the increase of awareness regarding the product and its benefits. The Revenue is expected to increase @ 5% p.a. This is a positive sign to start the business. The project involves a phase wise capital outlay of 274.6, 40 and 40 lac AUD in the first three years. We have considered operations over a 10 years period and assume that the assets would be sold at book value at the end of the project life. As per the financial feasibility analysis, @ 15% pa, discounting rate, the project is yielding a Net Present Value of 328.31 hundered ‘000 AUD over a period of 10 years starting FY 11-20 and an Internal Rate of Return of 17.8%. Based on our analysis, the project is recommended as a viable investment strategy.


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  • Analysis of the Strategic options for Google and Recommendations for the future actions
  • Introduction 2
    PESTEL Analysis 3
    Political Factors 3
    Economical Factors 4
    Social Factors 5
    Technological Factors 6
    Environmental Factors 7
    Legal Factors 7
    Google’s Core competency and the Comp...More

    Introduction 2
    PESTEL Analysis 3
    Political Factors 3
    Economical Factors 4
    Social Factors 5
    Technological Factors 6
    Environmental Factors 7
    Legal Factors 7
    Google’s Core competency and the Competitive Advantage 8
    Buzz --- A Strategic Change 11
    Conclusion 13
    References 16
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