...Facebook for business Business Facebook Pages have a communicative intent different from individual users and Facebook Groups. Businesses seek to move beyond phatic culture to influence users through content-rich information. As Facebook Pages represented an official channel of communication for businesses, they seek to use Facebook as a medium for advertising, marketing, and public relations purposes (Facebook.com, 2010). This explained that the Facebook Pages, in contrast to individual profiles and group pages, are the least private because their content is visible to anyone on the Facebook network. If users choose to connect to a company’s page, they can do so automatically without a friend request being accepted by the company. Followers of a company’s page are known as “fans”. (1MORE RELEVANT PARAGRAPH) How online brand communities work Motivations behind clicking the “like” button, according to Elizabeth Bushelow from Strategic Communications Elon University, an individual always has a motivation behind liking a Facebook fan page. Brand community members join a community based on either the positive or negative feelings they have towards brand further, individuals choose to join a Facebook brand community because they are loyal to that brand. Other motivations for joining these brand communities are economic benefits, such as discounts, competitions, and lotteries, and entertainment. Providing exclusive deals and discounts available only to members of the Facebook brand...
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...BUSN 319 Marketing Plan for DeVry Restaurant Shop “DEVRY FOODS” Proposed by: Submitted to: TABLE OF CONTENTS COMPANY DESCRIPTION 1 Figure l –Devry Foods________________________________________________________________2 STRATEGY FOCUS & PLAN 2 Mission 2 Goals 3 Core Competency & Competitive Advantage 3 SITUATION ANALYSIS 4 Figure ll SWOT Analysis 4 Industry Analysis 5 Figure lll. Market Analysis 6 Competitor Analysis 6 Company Analysis 6 Customer Analysis 7 MARKET PRODUCT FOCUS 7 Marketing & Product focus 7 Marketin & Product Objectives 7 Target Markets 7 Points of Difference 8 Positioning 8 MARKETING PROGRAM _____________________________________________9 Product & Price Strategy___________________________________________________9 Break-Even Analysis______________________________________________________9 Figure lV – Calculating a Break-Even Point ____________________________________10 Figure V – Break-Even Point for Study Central__________________________________10 Promotion & Place__________________________________________________________________11,12 FINANCIAL DATA & PROJECTION____________________________________________________ _____12 Figure V1– 1 year _________________________________________________________13 Figure V11 – 5 yr__________________________________________________________14 One year Projection______________________________________________________12,13 Organizational Structure___________...
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...Social media is an imperative public relations and marketing tool for companies to utilize in their business practices. It allows companies to have more of a relationship with their customers and acts as another means of information. However, since it cannot be regulated, users are free to post what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms daily, making it necessary for companies to not only be familiar with those platforms, but also know how to reach the consumer through them. This paper explores the concept of social media and its users with a case study of Coca-Cola’s web presence. Two of the most recent social media campaigns, Expedition 206 and 24-Hour Session with Maroon 5 will be examined. Questions that will be answered throughout the paper will identify the effects social media has, if companies can reach their audiences effectively through social media, and what will make social media better by research on best practices. Social media marketing helps a company form a relationship and connect with their audience. Tools such as Twitter, Facebook, various blog sites and Foursquare are used to fuse a connection. It is then up to the company to ensure that a relationship develops. Social media is widespread and it is imperative to remain ahead of the competition. Coca-Cola’s competitors, Pepsi Co., Nestlé and Dr. Pepper Snapple Group all have a presence on social media sites and engage...
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... Executive Summary This report was commissioned to explore the possibilities of opening a potentially successful café with a very unique concept, namely a board game café called “Beyond the Bean”. The café will be located in London, Ontario, and will be owned by two partners. With this report, information and advice is given on every aspect that is essential for a successful launch. The mission of Beyond the Bean is to serve the finest coffee and beverages in a home-like atmosphere, together with the opportunity of playing board games for an hourly charge. This will provide a great opportunity for students and young professionals to socialize and network in a very relaxed manner and atmosphere. A great benefit for Beyond the Bean is that it will not need financing to be able to launch, as financial security is provided with a starting capital of $60,000. From this amount, the two partners bring in $40,000, whereas the other $20,000 is a loan obtained from family members. Estimates show that the company will start generating profit after three months, resulting in a reasonable income from operations after one year. This will enable the owners to pay back the family loan within three years. Beyond the Bean will target the students of the Fanshawe College, the Western...
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...business. As to the walk-in customers of Café Maison, they will find a tarpaulin of their menu in front of the counter wherein they will find all the beverages it offers. And if it happens that a customer is hesitant on what drink to purchase, a cafe personnel will suggest its best seller to the hesitant customer. Customers of Café Maison would buy a drink and pair it with its Panini or its featured pastry good. After purchasing, customers opted to stay for hours inside the Café. Their customers enjoy the homey ambiance they give. B. How Buyers Make Choices Based on our observation, there is a decision process involved. First would be, they would recognize a need that needs to be satisfied. Next step would be customers seek information about their need then they could now identify alternatives of the said product then finally they could choose a brand. There are other basis on how buyers make choices like peer pressure, it is common to students because if they are with their set of friends, what one chooses, the whole group follows which is in line with the easiest form of advertisement, word of mouth. C. Environmental Influences Café Maison engages the world of social media. The influence coming from the social media is viral. A percentage of their customers knew about the Café through Instagram, Facebook...
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.........................10 6. target market, Segmentation, Positioning...............................12 7. Strategy........................................................................................12 8. Objectives.....................................................................................13 9. Marketing Mix.............................................................................14 10. Budget.........................................................................................15 11. Peer Assessments .......................................................................19 1. Executive summary PepsiCo is one of the main players in the beverage markets. The Canadian drinks market exists 16.3% of carbonated soft drinks, PepsiCo is in this market the biggest in Canada, but they want more, even though PepsiCo had a market share of 45.3% in 2011, they feel the competition of Coca Cola (44.2% market share). PepsiCo is underperforming in comparison to its main competitor Coca Cola in the urban markets, like Toronto and Vancouver. PepsiCo started a marketing campaign in 2012 by reintroducing the Ultimate Taste Challenge (UTC), in which they focus especially on the Millennials between 16 and 25 years of age. Those Millennials get the change to do a blind test in comparing...
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...IMPLEMENTING CUSTOMER RELATIONSHIP MANAGEMENT AS A CORE BUSINESS STRATEGY Presented to Adrian Lim School of Business Management Nanyang Polytechnic February 13, 2014 EXECUTIVE SUMMARY This report provides an analysis and evaluation of the current customer relationship management of Singapore Café Ptd Ltd. The purpose of this report is to enhance the existing customer’s experience at Singapore Café and to increase our presence in the F&B Industry. Sources of data collection include search engines and websites of the companies. The report finds that it is important for Singapore Café to focus on our one-to-one marketing management and knowing who our customers are, where they are and what they need. However, in order to nurture better relationship with customers and retaining them, Singapore Café needs to keep a consistent system of collating information from returned feedback forms and take a step further in enhancing our programme and activities in engaging with our customers. Recommendations discussed include: * Leveraging on Social Media * Develop a centralised customer database. TABLE OF CONTENTS IMPLEMENTING CUSTOMER 1 RELATIONSHIP MANAGEMENT 1 AS A CORE BUSINESS STRATEGY 1 TABLE OF CONTENTS 3 INTRODUCTION 5 STATEMENT OF PROBLEM 5 STATEMENT OF PURPOSE 5 SCOPE OF REPORT 6 SOURCES AND METHOD 6 FINDINGS AND ANALYSIS 7 CONCLUSION 14 RECOMMENDATION 15 LIST OF FIGURES Figures 1 Costa Coffee Six-Months Sales Projection...
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...Target Audience In the past three years, the craft beer market has seen an increase in both interest and sales; while becoming a staple beverage choice of Males and Females in both Generation Xers and Generation Y, also known as the Millennials. Due to this trend, Cigar City Brewery will need to tap into this demographic with the gamification strategy; The Beer Chest. Generation X are individuals born between the mid 1960’s and the early 1980’s. Generation Y or the Millennials were born right after Generation X between the 1980’s and the Early 2000’s (2000-2004) (Talented Heads, 2013). The application will geared both towards males and females, especially since women makeup 1/4 of the overall United States beer consumption (Clarke, 2012). Since the Beer Chest is a game that can be shared on Facebook, we will be able to concentrate on a major factor and reasons why our target audience uses Social Media; fun. Additionally with focusing on this age group we will also be able to attract other people to the application, since both generation choose social media as a way to keep in touch with friends. (This information can be seen in Appendix C, Figure 2.). The target areas Cigar City Brewery will need to focus the initial launch of their product are in the areas that they currently distribute their product, prior to reaching the national/international markets. Based on Figures 2-7 in Appendix B, the major areas to focus will be Alabama, Georgia, Florida, New York, Pennsylvania...
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...Table of Contents Executive Summary. .3 Company Description. .3 Strategic Focus and Plan .4 Mission .4 Overall Company Goals. .4 Objectives .4 Competencies and Sustainable Advantages. .4 Advantages.. .4 Sustainable Advantages .4 Situation Analysis .4 SWOT Analysis... .5 Industry Analysis .6 Customer Analysis of David's Tea .6 Competitor Analysis .7 Competitive analysis — Starbucks 7 Competitive analysis — Tim Horton's . 8 Others 8 Market-Product Focus 8 Marketing and Product Objectives: 8 Target Markets: 9 Points of Difference: 9 Positioning: 9 Marketing Program. 9 Product Strategy . 9 Price Strategy. 10 Promotion Strategy. 10 Place/Distribution Strategy. 11 Financial Data and Projections. 11 Past Sales Revenues. 11 Five- Year Projections .11 Organization. .12 Implementation .12 Product Strategy . .12 Price Strategy .12 Promotion Strategy .12 Place/Distribution Strategy .13 Evaluation and Control . .13 Bibliography. .14 EXECUTIVE SUMMARY The following plan outlines the suggested marketing strategy and tactics for David's Tea, a high quality loose-leaf tea provider that has aggressively expanded since its creation in 2008. David's Tea has over a hundred stores located across Canada and the United States, and is continuing to expand the company in terms of locations and diversities of tea. For...
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...through varying levels of research, pontification, and writing. All members of team Total Package participated equally in this project, through varying levels of research, pontification, and writing. I. Executive Summary Honesty is defined by Dictionary.com as “truthfulness, sincerity, and frankness”. It is the quality at the center of Seth Goldman’s idea for a beverage made with all natural ingredients. Teaming with Barry Nalebuff, Goldman began Honest Tea in 1997, creating a natural ready-to-drink tea sweetened with pure ingredients. Honest Tea utilizes Unruh & Ettison’s “accentuate” strategy throughout all aspects of their business, including manufacturing, packaging, shipping, and even promoting green initiatives in society (Unruh & Ettison, 2010). Honest Tea has positioned itself in the ready-to-drink tea industry based on points-of-difference such as the all-natural ingredients, even extending to the pesticide free tea leaves used in brewing the product. Emphasizing the green qualities of its products, the point-of-difference Honest Tea boasts is the Organic certification held by all beverages in each product line. In order to further accentuate this point-of-difference, it is important for Honest Tea to pursue further certifications...
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...Results Overview of fast food market Fast food market Fast food restaurant Definitions Fast food restaurants feature a common menu above the counter; they provide no wait staff; and customers typically pay before eating and choose and clear their own tables. These restaurants are also known as quick serve restaurants (QSRs). Main type of food sold at the restaurant, including burgers, sandwiches, snacks, Mexican food, and pizza. sales. The next four, Subway, Burger King, Starbucks, and Wendy’s, had $8 to $10 billion each in sales and 6% to 7% of the market. The three YUM! Brands restaurants in the top 20 (Taco Bell, Pizza Hut, and KFC) ranked sixth, seventh, and ninth individually. Together their sales totaled $16.7 billion, or 12% of the market, and placed YUM! Brands in second place behind McDonald’s. The restaurants in our analysis represent several different segments of the fast food market including burgers (McDonald’s, Burger King, Wendy’s, Sonic, and Dairy Queen), sandwiches (Subway), snacks (Starbucks and Dunkin’ Donuts), Mexican food (Taco Bell), pizza (Pizza Hut and Domino’s), and chicken (KFC).4 The number of U.S. locations of these twelve restaurants totaled almost 100,000 and ranged from approximately 3,500 Sonic restaurants to almost 24,000 Subway restaurants. These twelve restaurants comprised 41% of locations for the top 50 restaurants. Fast food segment Table 2 presents 2008 and 2009 sales data for the twenty largest fast food restaurants in the United States...
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...MGB 4013 STRATEGIC MANAGEMENT Group Assignment: An Analysis of Ready-meals Food Industry and Brahim’sHoldingBerhad Group TMB 1 HANAN BINTI HAMIDON 1110057 NUR FARIHIN BINTI AZNAM 1110060 SITI HAJAR BINTI ANNUAR 1110063 NUR ATIKAH BINTI ZAKARIA 1110067 SITI FARHANA BINTI YAHAYA 1110073 Lecturer: DrUmmiSalwa Ahmad Bustamam Content 1.0 INTRODUCTION 2 2.0 BACKGROUND OF BRAHIM’S FOOD AND BEVERAGES DIVISION 3 3.0 STRATEGY FORMULATION 4 4.1 Vision and Mission 4 4.2.1 Vision Statement 4 4.2.2 Mission Statement 4 4.2 SWOT Matrix and SWOT Analysis 4 4.3.3 SWOT Matrix 5 4.3.4 SWOT ANALYSIS 6 4.3 TOWS Analysis 9 4.4 Five Porter Forces ...
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... Dr. Sunita Balani Amity University, ABS Lucknow Campus ACKNOWLEDGEMENT I wish to express my sincere gratitude to Prof.V.P.SAHI, Director ABS, Amity University Uttar Pradesh, Lucknow for providing me an opportunity to do my project on“Marketing Stratey of red Bull”. I sincerely thank my faculty guide Dr.. Sunit Balani(ABS), Amity University Uttar Pradesh, Lucknow for the guidance and encouragement in carrying out this term paper. Last but not least I wish to avail myself of this opportunity, express a sense of gratitude and love to my friends and me beloved parents for their manual support, strength, help and for everything. Harsh Kumar Lalwani Table of Content 1. Chapter 1 Introduction * About Red Bull * Company Profile * SWOT Analysis * Strength * Weakness * Opportunity * Threats * Current Situation * Products * Market Share * Financial Postion * Current Strategy * Publicity Stunts * Social media *...
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...detail in conjunction with the company that I have chosen which is the Starbucks company. We will study the environmental analysis of Starbucks Company as well as the customer and competitor analysis. On top of that, we will also analyze the company’s industry analysis which includes the Porter Five Forces, PESTLE analysis and SWOT analysis to study the company’s position in the industry. Furthermore, this report will discuss the marketing objectives and marketing strategies of Starbucks Company and how the company uses the marketing plan to promote the company’s new product in order to grow their business. In the last part of this report, the company’s budgeting will be shown and the evaluation of control and mechanism will be clearly explained. Objectives The company’s objective is to establish Starbucks as the most recognized and respected brand in the world by providing and offering the best quality of coffee to a wide range of customers (Fellner, 2008). Mission The company’s mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks also wants to establish their brand as the premier and the finest coffee in the world while maintaining their uncompromising principles as they expand. On top of that, the company is passionate about ethically sourcing the finest coffee beans to improve the lives of people who grow them (Starbucks Coffee Company, 2013). Environment Analysis Company Analysis Starbucks Coffee...
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...http://danielsethics.mgt.unm.edu PepsiCo’s Journey Toward an Ethical and Socially Responsible Culture COMPANY OVERVIEW PepsiCo is one of the largest food and beverage companies in the world. It manufactures and sells eighteen brands of beverages and snack foods and generates over $98 billion in retail sales. PepsiCo encompasses the Pepsi Cola, Frito-Lay, Tropicana, Quaker, and Gatorade brands and offers products in over 200 countries. It currently holds 36 percent of the total snack food market share in the U.S. and 25 percent of the market share of the refreshment beverage industry. The company’s headquarters are in New York and employs over 200,000 people. In 2006, Michael D. White became the CEO of PepsiCo International, and in 2007 Indra K. Nooyi became the CEO of PepsiCo. PepsiCo has received many awards and recognitions over the years, including being ranked in the top 25 of the best global brands, ranking number four overall by Diversity Inc, and earning the Green Award by the Environmental Protection Agency. COMPANY AND MARKETING HISTORY The Pepsi recipe was developed by pharmacist Caleb Bradham in the 1890s. Originally marketed under the unassuming name “Brad’s Drink,” Bradham’s creation was renamed Pepsi-Cola in 1898 due to the pepsin and kola nut ingredients used. Awareness of Bradham’s new creation spread quickly, and in 1902 he decided to create the Pepsi-Cola Company so people everywhere could enjoy the drink. In 1903 the patent became official, and by 1910...
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