...Marketing plan Each business, product or brand needs a detailed marketing plan. What does a marketing plan look like? Our discussion focuses on product or brand plans. With a detail plan, any business will be better prepared to launch a new product or build sales for existing products. The purpose and content of a marketing plan A marketing plan serves to document how the organizations strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It also linked to the plans of other departments within the organization The role of research To develop successful strategies and action programs, marketers need up to date information about the environment, the competition and the marketers segments to be served. Often analysis of internal data is the starting point for assessing the current marketing situation, supplemented by marketing intelligence and research investigating the overall market, the competition, key issues and threats and opportunities issues. The role of relationships The marketing plan shows how the company will establish and maintain profitable customer relationships. In the process, however, it also shapes a number of internal and external relationships. From marketing plan to marketing action Companies generally create yearly marketing plans, although some plans cover a longer period. Marketers start planning well in advance of the implementation date to allow time for marketing...
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...om2010 A Research on ―Purchase Pattern of consumers for Consumer Durables along with Preference towards Organized & Unorganized Retail Formats” In Partial fulfillment of MBA Program of Gujarat University (Batch: 2008-2010) Submited By Priyam Mehta (08059) Umesh Lukhi (08052) Submitted To Prof. Praneti Shah N R institute Of Business Management A GRAND PROJECT REPORT ON ―Purchase Pattern of consumers for Consumer Durables along with Preference towards Organized & Unorganized Retail Formats” IN PARTIAL FULFILLMENT OF TWO YEARS MASTER OF BUSINESS ADMINISTRATION PROGRAMME PROJECT GUIDE Prof. Praneti Shah PREPARED BY Mehta Priyam (08059) Umesh Lukhi (08052) BATCH: 2008-10 N.R. Institute of Business Management Preface Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Alwyn, and Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture. Today, these players control the major share of the consumer durables market. Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of rise in living standards, easy access to consumer finance, and wide range of choice, as many foreign players were entering in the market with the increase in income levels, easy availability of finance, increase in consumer...
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...Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2004, Ivey Management Services Version: (A) 2008-08-27 It was February of 2001, and James Kilt, newly elected chief executive officer (CEO) of Gillette, was preparing for his first strategy session with Gillette’s board of directors. Kilt pondered what actions to propose in order to satisfy the board, as well as investors, that he had an effective turnaround plan for Gillette’s Duracell division. Kilt, 52, had been the president and CEO of Nabisco just one week previously and was widely credited with dramatically increasing its performance. Gillette’s board, which included investor Warren Buffett, hired Kilt to take charge of a company that “had gone nowhere for four years.”2 Gillette’s stock price, at $34, had fallen 45 per cent since its high in 1999. Kilt’s biggest challenge in the strategy session, which was just two weeks away, was to lay out a plan for Duracell. Gillette had originally...
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...................................................................................... 3 Types of Outsourcing .......................................................................................................... 3 When to Outsource............................................................................................................. 4 When not to Outsource ...................................................................................................... 5 Outsourcing Guidelines ....................................................................................................... 6 Case Studies ...................................................................................................................... 11 Managed Competition ...................................................................................................... 15 Public-Private Partnerships ............................................................................................... 17 Outsourcing Advisory Boards............................................................................................ 18 Outsourcing in Colorado Springs ...................................................................................... 19 Conclusion ......................................................................................................................... 20 Colorado Springs Sustainable Funding Committee – Services Subcommittee Page 2 of 21 OUTSOURCING Overview Outsourcing is a...
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...------------------------------------------ 8 NOKIA BRAND POSITIONING -------------------------------------- 11 MARKETING MIX ----------------------------------------------------- 12 NOKIA – Market Analysis Consumer Behavior and the Mobile Experience The study included multiple behavioral factors using a sample of over 12000 subjects in India. Surprising to many, the old belief that teenagers don’t access the mobile Internet or buy mobile apps is false. In fact, 45+ year-olds are the fastest growing adopters of these mobile services. Mobile phones and other consumer electronics products impact consumer behavior for business and pleasure. Summary of Latest Mobile Consumer Behavior Results Smart-phones and the phones with fancy feature like music player, camera are changing mobile consumer behavior. The customer mostly found mobile Internet a great thing to use. Minorities who don’t own personal computers own mobile phones for texting, Internet access and taking photos. Mobile devices are their computers. This is similar to mobile phone users in developing nations and continents where the first Internet experience is through a mobile device. Mobile phone and Internet penetration among Gen X, Y and teenagers generations. More teenagers have mobile phones than Internet access. Use of text message is growing faster with older consumers than younger ones Consumers find browsing the mobile...
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...Air Cargo Management-13 Yoon Seok, Chang School of Air Transport, Transportation & Logistics, KAU Email: yoonchang@kau.ac.kr 1 Why Use 3PL’s? • Save time – Don’t need to invest in: Trucks, Training, Development • Narrow your focus – Allows you to focus on your strengths • Reach more customers more effectively – Can ensure delivery times – can help a company run leaner Types of 3PL Providers • – – – – • Transportation Based Services extend beyond transportation to offer a comprehensive set of logistics offerings. Leveraged 3PLs use assets of other firms. Non-leveraged 3PLs use assets belonging solely to the parent firm. Examples: FedEx Logistics, UPS Logistics Financial Based – Provide freight payment and auditing, cost accounting and control, and tools for monitoring, booking, tracking, tracing, and managing inventory. – Examples: Cass Information Systems, CTC, GE Information Services, FleetBoston Types of 3PL Providers • Warehouse/Distribution Based – Many have former warehouse and/or distribution experience. – Examples: Exel, Caterpillar Logistics, IBM • Forwarder Based – Very independent middlemen with forwarder roles. – Non-asset owners that provide a wide range of logistics services. – Examples: AEI Types of 3PL Providers • Information Based – Significant growth and development in this category of Internet-based, business-to-business, electronic markets for transportation and logistics service Levels of Outsourcing • Transactional...
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...business strategy International Business Strategy 6/16/2014 Student ID: 13038597 Word Count-- 3558 Question 1 Man Won Jung, CEO of SK Telecom faces challenges of low profits since 2005 because the company is facing economic stagnation. SK Telecom has sought to expand the international market, but not dramatically. Not only has the international marketed, but the country also. SK Telecom had problems; existing competitor KT Corporation SK Telecom was before. The global financial crisis has also been one of the main challenges faced by Jung in 2008, Man Won Jung had to develop a strategy and a plan for all of these global strategic business challenges faced. Other carriers were far from SK Telecom ahead with technological improvements and new technologies has been a major threat to Jung. Customer Value Proposition SK Telecom should be worked first focus on target customers, what is the problem that led to competitors and to increase the market share of competitors in the same territory of how these needs customers demand. SK Telecom does not have to make profitable decisions for the international market and the credit crisis in 2008 was not very helpful. There was global financial crisis that began in mid-2007, focusing on SK Telecom, one of the largest telecommunications providers in South Korea, the above strategies SK Telecom were better than those that exist and SK Telecom already has faced over the period 2008-2009. Other companies in other countries around...
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...distinguish between price discrimination and product differentiation – differentiation of the product gives the supplier greater control over price and the potential to charge consumers a premium price because of actual or perceived differences in the quality / performance of a good or service.Conditions necessary for price discrimination to workEssentially there are two main conditions required for discriminatory pricing * Differences in price elasticity of demand between markets: There must be a different price elasticity of demand from each group of consumers. The firm is then able to charge a higher price to the group with a more price inelastic demand and a relatively lower price to the group with a more elastic demand. By adopting such a strategy, the firm can increase its total revenue and profits (i.e. achieve a higher level of producer surplus). To profit maximise, the firm will seek to set marginal revenue = to marginal cost in each separate (segmented) market. * Barriers to prevent consumers switching from one supplier to another: The firm must be able to prevent “market seepage” or “consumer switching” – defined as a process whereby consumers who have purchased a good or service at a...
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...(Units) 7 Cannibalization 7 Total Contribution (NP) 7 Net Present Value: Today’s $ v. Next Year’s $ 8 Customer Lifetime Value (CLV) 8 Mkt Strat I: Strategy Formulation, Market Assessment Tools (Frameworks), Porter’s Generic Strategies 9 Dolan’s 5 Cs 9 Porter’s 5 Forces Model 10 BCG Matrix 10 Marketing Strategy II: Segmentation and Positioning 11 S-T-P 11 Consumer Segmentation Variables: 11 Business Segmentation Variables: 11 Characteristics of Effective Segmentation 11 Bases for Segmentation Evaluation 12 Targeting the Markets 12 Pricing 12 Top 3 of 5 Deadly Pricing Sins 12 8 Steps to Better Pricing Decisions 12 Value-Based Pricing 13 Marketing Research 14 Steps in Marketing Research 14 Reliability v. Validity 14 Marketing Channels 15 Value Adding Roles of Intermediaries 15 Channel Conflict and Efficiency 15 Salesforce Management 15 McMurry’s sales representative types: 16 Motivating the Salesforce 16 Simple Salesforce Structures 16 Salesforce Size 17 Brand Management 17 Brand Associations, Identity, and Equity 17 Determinants of Successful Brand Extensions 17 New Product Development 18 Challenges to Bringing a New Product: 18 New Product Success Factors: 18 Top 10 Reasons for NP Failure 18 Marketing Communications 19 How Communication Fits into Strategy 19 Formulas: Variable Costs incurred with every unit sold/produced; linearly increase with volume...
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...A R T I C L E www.hbr.org The Core Competence of the Corporation by C.K. Prahalad and Gary Hamel Included with this full-text Harvard Business Review article: 1 Article Summary The Idea in Brief—the core idea The Idea in Practice—putting the idea to work 2 The Core Competence of the Corporation 15 Further Reading A list of related materials, with annotations to guide further exploration of the article’s ideas and applications Product 6528 The Core Competence of the Corporation The Idea in Brief The Idea in Practice Diversified giant NEC competed in seemingly disparate businesses—semiconductors, telecommunications, computing, and consumer electronics—and dominated them all. CLARIFY CORE COMPETENCIES How? It considered itself not a collection of strategic business units, but a portfolio of core competencies—the company’s collective knowledge about how to coordinate diverse production skills and technologies. COPYRIGHT © 2003 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED. NEC used its core competencies to achieve what most companies only attempt: Invent new markets, exploit emerging ones, delight customers with products they hadn’t even imagined—but definitely needed. Think of a diversified company as a tree: the trunk and major limbs as core products, smaller branches as business units, leaves and fruit as end products. Nourishing and stabilizing everything is the root system: core...
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...objectives by digital technologies, since in today’s society it is the most Immediate, direct and effective way of business promotion. Samsung Samsung Group is the largest multinational conglomerate company from south Korea founded in 1938, operating various subsidiaries and affiliated companies and business. One of the most remarkable subsidiaries under the Samsung brand is Samsung Electronics, which is the largest information technology organisation based on the revenue assessment in 2012 (Dhaka & Shibaloy, The economist, 03/11/2012). Samsung Electronics Co.Ltd. is a international leading company in technology, devoted itself to ongoing innovation and discovery in developing new technology of smartphones, televisions, personal computers, cameras, digital...
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...M P BIRLA INSTITUTE OF MANAGEMENT ASSOCIATE BHARATIYA VIDYA BHAVAN MANAGERIAL ECONOMICS SYNOPSIS DR. S. BISALIAH* * Support for computerising the material by Mrs. R. Kalavathi as well as of Dr. N. S. Viswanath in providing the basic framework for developing this material is hereby acknowledged. Module 1 1. INTRODUCTION: 1. Economics: Science of Scarcity, Choice and Efficiency. • Scarcity of resources ( Choice. • Scarcity of resources ( Efficiency. Question: How to organize the system which promotes the most efficient use of resources? 2. Economics combines the rigour of science and poetry of humanities: Elaborate. 3. Three Fundamental Choice Problems of Economic Systems: • What commodities shall be produced and in what quantities? • How shall these commodities be produced? • For whom shall these commodities be produced? 4. Micro and Macro Economics: • Micro Economics: Concerned with the behaviour of individual economic units and their interactions – consumers and producers/business firms. ← Major type of interactions in the market: Between Buyers and Sellers: ← Three major components of Microeconomics: ← Product pricing ← Input (Factor) pricing ← Welfare economics ← Major uses of Microeconomics: ← Provides basic tools of economic analysis for application...
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...Analyzing Distribution Channel Of “LG” Prepared For : Mr. Rumman Hassan Lecturer, Marketing Name of the Course : Distribution Management Course ID : MKT 380 Section : 01 Prepared By : |Faisal Rezwan……………………………………… |0220227 | |Mir Murtoza Karim……………………………….. |0320016 | |Ramiv Mehedi……………………………………... |0220024 | |Sohel Mahamud…………………………………… |0220013 | |Most. Rubina Parvin………………………............ |0320344 | Date of Submission 24th April 2007 Independent University, Bangladesh “Table of Content” |Topics |Page no. | |1.0. Introduction |01 | | 1.1. Origin of the Report |01 | | 1.2. Objective of Report |01 | | 1.3. Scope of the Report |01 | | ...
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...monochrome television sets in 1971, it has grown on average 38 percent a year, broadening its product range from simple consumer electronics and home appliances to advanced information and communication equipment, computers and peripherals and semiconductors (Renee, 2007) . It is currently the world's largest manufacturer of mobile and smart phones, LCD Panels and televisions and displaced Apple Inc. as the largest technology company in 2011 (Renee, 2007). Industry boundary Samsung electronics has the following divisions * Consumer electronics (CE) : CTV ,visual display appliances ,printers ,washing machines refrigerators and medical devices * IT and mobile communication (IM) :Hand held phones ,network system computer and digital camera, mobile communications * Device solutions(DS) : DRAM,NAMD Flash ,mobile AP,LCD panel, OLED panel and LEDs (Samsung Electronics, 2014) This illustrates the industry boundaries within with it...
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....................................................... 10 Monopoly power and firm pricing decisions If monopoly persists, monopoly will always sit at the helm of government … its bigness is an unwholesome inflation created by privileges and exemptions which it ought not to enjoy. If there are men in this country big enough to own the government of the United States, they are going to own it. Woodrow Wilson That competition is a virtue, at least as far as enterprises are concerned, has been a basic article of faith in the American Tradition, and a vigorous antitrust policy has long been regarded as both beneficial and necessary, not only to extend competitive forces into new regions but also to preserve them where they may be flourishing at the moment. G. Warren Nutter and Henry Alder Einhorn t the bottom of almost all arguments against the free market is a deep-seated concern about the distorting (some would say corrupting) influence of monopolies. People who are suspicious of the free market fear that too many producers are unchecked by the forces of competition, but instead hold considerable monopoly power or control over market outcomes. Unless the government intervenes, these firms are likely to exploit their power for their own selfish benefit. This theme has been fundamental to the writings of economist John Kenneth Galbraith: The initiative in deciding what is produced comes not from the sovereign consumer who, through the market, issues instructions that bend the productive...
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