...economic and political environment 3.3 The social and cultural environment 3.4 The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macroenvironments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Food group shifts strategy to volume growth PART1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT Puma gives the boot to cardboard shoeboxes . 4 Introduction 5 1.1 The marketing concept and market orientation 6 1.2 The resource-based view of marketing 12 14 1.3 Organisational stakeholders 1.4 Marketing fundamentals 19 1.5 The role of marketing in leading strategic management 23 Summary 25 Case study: Consumer trust sees John Lewis set retail pace 25 54 54 55 56 57 59 62 64 65 68 71 74 77 79 81 83 84 85 CHAPTER 2 STRATEGIC MARKETING PLANNING Asos founder turns to online homeware Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: iPhone 27 27 28 29 32 33 42 45 49 49 CHAPTER 4...
Words: 1496 - Pages: 6
...chapter 10 the international context There never were, since the creation of the world, two cases exactly parallel. Philip Dormer Stanhope (1694–1773); English Secretary of State INTRODUCTION firms move out of their domestic market on to the Aswith differinglanguage, arenas.system, technologicalinternational stage, they aretofaced business The nations they expand to can vary with regard consumer behavior, legal infrastructure, business culture, educational system, labor relations, political ideology, distribution structures and fiscal regime, to name just a few. At face value, the plurality of the international context can seem daunting. Yet, the question is how important the international differences are for firms operating across borders. Do firms need to adapt to the international diversity encountered, or can they find ways of overcoming the constraints imposed by distinct national systems, structures and behaviors? This matter of understanding and dealing with international variety is one of the key topics for managers operating across borders. A second question with regard to the international context is that of international linkages – to what extent do events in one country have an impact on what happens in other countries? When a number of nations are tightly linked to one another in a particular area, this is referred to as a case of international integration. If, on the other hand, there are very weak links between developments in one country and developments...
Words: 14800 - Pages: 60
....................................................... 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...
Words: 12857 - Pages: 52
...Syllabus Certified General Accountants Association of Canada 100 – 4200 North Fraser Way Burnaby, British Columbia Canada V5J 5K7 www.cga-canada.org © CGA-Canada, 2013 All rights reserved. These materials or parts thereof may not be reproduced or used in any manner without the prior written permission of the Certified General Accountants Association of Canada. Printed in Canada ISBN for an individual volume: 978-1-55219-599-4 About CGA-CANADA _________________________________________ CGA-Canada today The CGA designation focuses on integrity, ethics, and the highest education requirements. Recognized as the country’s accounting business leaders, CGAs provide strategic counsel, financial leadership, and overall direction to all sectors of the Canadian economy. The Certified General Accountants Association of Canada — CGA-Canada — sets standards, develops education programs, publishes professional materials, advocates on public policy issues, and represents CGAs nationally and internationally. The Association represents 75,000 CGAs and students in Canada, Bermuda, the Caribbean, Hong Kong, and China. Mission CGA-Canada advances the interests of its members and the public through national and international representation and the establishment of professional standards, practices, and services. A proud history CGA-Canada was founded in Montréal in 1908 under the leadership of John Leslie, vicepresident of the Canadian Pacific Railway. From the beginning, its objective...
Words: 39811 - Pages: 160
...MSP 10 Project Management with PERT/CPM One of the most challenging jobs that any manager can take on is the management of a large-scale project that requires coordinating numerous activities throughout the organization. A myriad of details must be considered in planning how to coordinate all these activities, in developing a realistic schedule, and then in monitoring the progress of the project. Fortunately, two closely related operations research techniques, PERT (program evaluation and review technique) and CPM (critical path method), are available to assist the project manager in carrying out these responsibilities. These techniques make heavy use of networks (as introduced in the preceding chapter) to help plan and display the coordination of all the activities. They also normally use a software package to deal with all the data needed to develop schedule information and then to monitor the progress of the project. Project management software, such as MS Project in your OR Courseware, now is widely available for these purposes. PERT and CPM have been used for a variety of projects, including the following types. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Construction of a new plant Research and development of a new product NASA space exploration projects Movie productions Building a ship Government-sponsored projects for developing a new weapons system Relocation of a major facility Maintenance of a nuclear reactor Installation of a management information system Conducting an advertising...
Words: 27582 - Pages: 111
...10 Retail trading hours regulation Key points Restrictions on shop trading hours have varied objectives, including the opportunity for some small businesses to trade without competition from larger retailers and to reduce the need for retail employees to work outside ‘traditional’ working hours. For consumers, restrictions on trading hours impinge on consumer choice regarding when (and where) to shop, causing inconvenience and congestion costs. For retailers, there are efficiency costs and administration costs in complying with state trading regimes. But the largest costs are reserved for those retailers who are prevented from trading to the extent they would like: they forego trade to other retailers and also to other avenues of discretionary consumer spending. Changes in social patterns have contributed to decisions by state and territory governments to liberalise trading hours regimes over time. But for all states, some trading restrictions still remain and they continue to discriminate between retailers on the basis of products sold, size and location. Beyond the deregulated ACT and Northern Territory, restrictions on trading hours apply with varying levels of intensity. Western Australia, South Australia and Queensland are the most restrictive states. Some of the regulated states have also established geographic shopping districts or regional trading precincts which have created significant ‘boundary’ anomalies that fundamentally distort retail markets. Onerous and...
Words: 15543 - Pages: 63
...Australian Labor Party Banking Sector Examples Behavioral Changes Examples Brand Development Samples Brand Equity Management Samples Brand Management Samples Budgeting Process Examples Building Construction Case Studies Business Examples Business Insurance Examples Capital Structure Samples Case Study Examples Change Management Programs Samples Change Process Examples Child Abuse Case Samples Civil Service Commission Case Studies Coca Cola Samples Collection Strategy Examples Company Supply Chain Relationship Comparative Analysis Examples Comparing Issues Competition Competitive Advantage Compulsory Education Examples Computer Science Sample Studies Conclusions Conde Nast Traveler Conflict Management Examples Consulting Consumer Confidence Contrasting Issues Corporate Governance Systems Corporate Law Corporate Social Responsibility Costa Coffee Case Studies Critical Study Crown Entity Culture Curriculum Vitae Examples Customer Satisfaction Customers Debt Decision Making Dell UK Different Strategies Dissertation Samples Ecurrency Trading East Asia Economic Forces Economic Plausibility Examples Education Egypt Eliminate Racial Discrimination Employee Employee Performance Employee Well Being Employment Endorsement Strategy Environmental Forces Equity (finance) Euromonitor Example Case Summary Examples Expert Witnesses Experts Examples Extension Strategy External Assessment External Auditing Examples Fair Work Australia Fast Food Restaurant Chain Film Finance Financial Position...
Words: 3247 - Pages: 13
...Running Head: THE GILLETTE COMPANY The Gillette Company: An assessment of past performance and future outlook for the brand Yinka Daramola National University, CA November, 2014 Abstract 3 Organizational Overview 4 Case Breakdown 5 Challenges 7 Market Impact 10 Projected Outcome 11 Question 1: Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What’s next? 12 Question 2: Some of Gillette’s spokespeople such as Tiger Woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain. 13 Question 3: Can Gillette ever become as successful at marketing to women? Why or why not? 14 Summary 16 References 18 Abstract This paper seeks to analyze the super-brand Gillette. It discusses its history, strategic growth techniques, and current global success metrics. The methods used to gain and maintain market share are scrutinized, along with the impact of its current alliance with the Procter & Gamble Company on its growth. The current product life cycle stage is identified, and suggestions are made regarding approaches to maintain and grow its global market share. The Gillette Company: An assessment of past performance and future outlook for the brand Organizational Overview Founded in 1903 by King C. Gillette and Will Nickerson as an innovative approach to improving men’s...
Words: 4620 - Pages: 19
...INTERNATIONAL BUSINESSMBA 5011 BOARD APPROVAL DOCUMENT FOR COMPANY EXPANSION IN THE INTERNATIONAL MARKET | | | | | | | Dated: AUGUST 11, 2013 Table of Contents 1.0 Introduction4 2.0 Objectives5 3.0 Company Overview6 3.1 Targeted Company Overview…………………………………………………………………………………………………………….7 4.0 Market Situation8 4.1 Local Market Situation……………………………………………………………………………………………………………………….8 4.2 International Market Situation…………………………………………………………………………………………………………..9 4.3Overview of Canada9 5.0 Market Assumptions………………………………………………………………………………………………………………………..10 6.0 SWOT Analysis…………………………………………………………………………………………………………………………………11 7.0 Target Market Needs……………………………………………………………………………………………………………………….12 7.1 Selected Products…………………………………………………………………………………………………………………………….12 7.2 Product feature……………………………………………………………………………………………………………………………….13 7.3 Product Packaging…………………………………………………………………………………………………………………………..13 7.4 Product Launch……………………………………………………………………………………………………………………………….13 7.5 Legal Considerations…………………………………………………………………………………………………………..……….…15 8.0Market Entry Strategy…………………………………………………………………………………………………………………….16 8.1 Types of Risks…………………………………..…………………………………………………………………………………………...18 8.2 Competitive Advantage………………………………………………………………………………………………………………...
Words: 5367 - Pages: 22
... e-‐Commerce 1.1 Introduction & Problem Background The innovation in ICT have been radically altering the way enterprises are organized and their relationship with the market, and by creating a new growth model that has been integrate to a global movement of market liberalization and expansion of tradable services (Tigre & Rovere, 2003). Electronic business or commonly known as e-business has becoming a popular trend for buying and selling transaction by people now a days especially in England. Butler (2013) said that in November 2012, the number of online shopping was increased 10% while 2.9% drop in people going to high street for shopping. In 2013, she said that online sales in UK were achieved a monthly record of £10.1 billion. That was definitely shows that people are more into the online...
Words: 3101 - Pages: 13
...Multinational Management (MSc IBM) - Page 1/9 THE UNIVERSITY OF MANCHESTER Manchester Business School MULTINATIONAL MANAGEMENT Version 2015-02-09 Academic Year 2014-2015 Course unit Title: Multinational Management Course unit code: BMAN 70012 Credit Rating: 15 credits 1 Instructors Contact details Umair.Choksy@mbs.ac.uk Room: MBS East F3 Office hours: by arrangement Noemi.Sinkovics@mbs.ac.uk www.manchester.ac.uk/research/noemi.sinkovics Phone: (0161) 275 6492 Room: MBS East F11 Office hours: by arrangement Name Umair Choksy (US) Course unit coordinator Dr Noemi Sinkovics (NS) The University of Manchester, Manchester Business School, Booth Street West, Manchester M15 6PB, UK 2 Course unit Objectives This course has three interrelated and equally important objectives: i. ii. iii. 3 Introduce key multinational management concepts, and illustrate their applications. Understand multinational mentalities and develop strategic and critical thinking in relation to multinational management. Understand the management challenges associated with developing strategies and handling the operations of firms whose activities stretch across national boundaries. Learning Outcomes On successful completion of the course unit, students are expected to: i. ii. Demonstrate an understanding of the theoretical and managerial fields of multinational management. Understand how multinational firms are managing in competitive environments, what are on-going tensions between the competitive...
Words: 3318 - Pages: 14
...Oracle Corporation It’s a huge company that provides enterprise software and computer hardware products and services. It develops, manufactures, markets, hosts, and supports database and middleware software, applications software, and hardware systems. It is organized into three businesses: software, hardware systems and services. Its software business consists of two segments: new software licenses and software license updates and product support. It’s hardware systems business consists of two segments: hardware systems products and hardware systems support. It authorizes database and middleware software, including database and database management, application server and cloud application, service-oriented architecture and business process management, business intelligence, identity and access management, data integration, Web experience management, portals, and content management and social network software, as well as development tools and Java, a software development platform; and applications software comprising enterprise resource planning, customer relationship management, financials, governance, risk and compliance, procurement, supply chain management, enterprise portfolio project and enterprise performance management, business intelligence analytic applications, Web commerce, and industry-specific applications software. It also provides customers with rights to unspecified software product upgrades and maintenance releases; Internet access to technical content; and...
Words: 2530 - Pages: 11
...Service QualityLEARNING OBJECTIVESAfter completing this chapter, you should be able to: 1. Describe and illustrate the five dimensions of service quality. 2. Use the service quality gap model to diagnose quality problems for a service firm. 3. Describe how the SERVQUAL survey instrument is used to measure gaps in a service firm's quality. 4. Illustrate how Taguchi methods and poka-yoke methods are applied to quality design in services. 5. Construct a "house of quality" as part of a quality function deployment project. 6. Construct a statistical process control chart for service operation. 7. Use a fishbone chart in a cause-and-effect analysis. 8. Compare and contrast the quality program features espoused by Philip Crosby and W. Edward Deming. 9. Describe the features of an unconditional service guarantee and its managerial benefits.10. Discuss the concept of a service recovery.Service "with a smile" used to be enough to satisfy most customers. Today, however, some service firms differentiate themselves in the marketplace by offering a "service guarantee." Unlike a product warranty, which promises to repair or replace the faulty item, service guarantees typically offer the dis satisfied customer a refund, discount, or free service. Take, for example, the First Interstate Bank of California. After interviewing its customers, the bank management discovered that they were annoyed by a number of recurring problems, such as inaccurate statements and broken automatic teller machines...
Words: 14259 - Pages: 58
...BURBERRY’S MOVE TO CHINA THE CASE STUDY STUDENT NUMBER: 1017357 INTERNATIONAL BUSINESS ENVIRONMENT STUDENT NAME: OVIE G. AKPOVWA TUTOR; Dr SAMAR BADDAR SHR027-6 WORD COUNT: 2,498 SUBMITTED: 12th May 2011 EXECUTIVE SUMMARY In this report, focus on the issues facing Burberry movement to china will be discussed. Burberry is a luxurious British brand trying to move from Wales in Britain to China in order to reduce cost of production of their product. This report was done in stages, the first a PESTLE analysis was conducted on China. The analysis consisted of the political environment of china; the economic condition of china was also reviewed, technological development, social values, legal and ecological factors that might affect the Chinese market were also discussed. Secondly, SWOT analysis of the Chinese market was conducted, while the advantages and disadvantages of moving to china were given. However, in the conclusion given, Burberry was advised to move to china because it will definitely reduce cost of production and it will give them opportunity to gain from china’s big market size. Thirdly, this report discussed the best HR policies that the company can used to meet the demand of...
Words: 3030 - Pages: 13
...Marketing Strategy Report A new product for happiness Definition of happiness Happiness is the degree, to which an individual judges the overall quality of his own life as a whole favorably, and it is generally considered to be an ultimate goal in life; virtually everybody wants to be happy. Happiness depends on many things, including income, labor market status, job characteristics, health, leisure, family, social relationships, security, liberty, moral values, and many others (Ahn et al.2004). To provide more concrete and vivid definitions, the author interviewed 15 potential consumers. Among them, 6 interviewees illustrate the similar definition, which is to do what you want with somebody you love. Other definitions provided are being together with family members, wishes to come true and so on. From the simple survey, it can be concluded that happiness plays a significant role in our lives, and it can be obtained or enhanced with the companion of people they love or care, for instance, family members or lovers. New product The product I design is the customized service of travel planner called Travel of Happiness. As known, travelling is one of the best ways to spend quality time with lovers and family members to improve their relationships. Family members will communicate and interact with each other more often with the help of the chance that eliminates the interruption of work or study. While traveling, fabulous memories full of happiness accumulate so that...
Words: 3784 - Pages: 16
