...Introduction…………………………………………………………………………………1 Vision Statement ………………………………………………………………………......1 Mission Statement………………………………………………………………………….1 The Role of the Marketing Plan………………………………………………………….1 The Role of marketing Information and Research…………………………………...2 The Marketing Audit……………………………………………………………………….4 A SWOT Analysis The Internal Environment…………………………………………………………………5 Strengths……………………………………………………………………………………..5 Weaknesses…………………………………………………………………………………5 The External Environment…………………………………………………………………6 Opportunities………………………………………………………………………………..6 Threats ……………………………………………………………………………………….6 Summary of key issues and implications for the eco-Nano…………………….…6 Marketing Objectives……………………………………………………………………..7 Segmentation, targeting and positioning strategies………………………………..8 The marketing mix………………………………………………………………………….9 Marketing budget………………………………………………………………………...10 A marketing Audit the Gap Analysis Recommend evaluation and control…………………………………………………12 Assess the internal marketing environment…………………………………………15 Processes and techniques ……………………………………………………………..16 The Boston Consulting Grid …………………………………………………………….16 McKinsey’s Seven S’s ……………………………………………………………………17 The planning Gap………………………………………………………………………..18 Brand management Role and significance of Branding…………………………………………………….22 Impact of Branding on marketing mix………………………………………………..22 Brand management……………………………………………………………………...23 Recommendation for improvement…………………………………………………..24 core...
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...Global Marketing Level 6 44-6979-00L-A Module handbook 2014 to 2015 Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Contents 1. | Welcome to global marketing | Page 3 | 2. | Code of conduct | Page 4 | 3. | About your module | Page 5 | 4. | Teaching and learning strategy | Page 6 | 5. | Resources for reading and research | Page 7 | 6. | Assessment | Page 8 | 7. | Lecture and seminar programme | Page 11 | 8. | Module prize | Page 37 | 9. | The SHU Marketing Student Society | Page 38 | 10. | Appendices:Task one assessment criteriaTask two assessment criteria | Page 39Page 41 | Welcome to global marketing Contact details Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Your seminar tutor: Learning time: On the successful completion of this unit you will receive 20 credit points at level 6. As in all units you are expected to devote 150 hours learning time to this unit, some of which will comprise lectures and seminars. These will be important for introducing and discussing new materials and for you to gauge your level of understanding of the subject. You will need to spend several hours per week in private study getting to grips with the pre-seminar tasks and necessary post-lecture reading and the associated activities. It is expected that the remainder of the time will be spent on assessment related activities such as reading and...
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...CIM Professional Diploma in Marketing Unit 1: The Marketing Planning Process Case Study: Brittany Ferries Brittany Ferries is a French-owned car ferry operator, running ships across the Western Channel between south-west Britain and ports in Brittany and Normandy. The company also operates between Ireland and Brittany, running ferries from Roscoff to Cork. Brittany Ferries was formed as a result of Britain joining the Common Market in 1972. The local farming co-operatives in Brittany joined with the Finistere Chambre du Commerce to create the company, mainly with the aim of shipping artichokes and cauliflowers from Brittany to Britain. The farmers recognised the huge potential market in Britain. At the time, the UK was a net importer of food, whereas France was (and still is) a net exporter of food. The Chambre du Commerce recognised an equally tempting potential for tourism from the UK. Brittany was a somewhat remote part of France, a long way from the Eastern Channel crossing point between Dover and Calais or Boulogne sur Mer, and not well-served by airports. In 1978, the company took the brave step of starting a direct route to Spain from Plymouth, making the crossing to Santander. This route opened up the possibility of taking one’s car to Spain without having to make the long drive through France, which in 1978 would typically take two days. 24 hours on a ferry seemed a much better alternative, albeit somewhat expensive. In 2009, the ferry (the Pont Aven) set a new record...
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...CIM Professional Diploma in Marketing Core Task (1) – Marketing Planning: Marketing Plan 2008 for: COMPANY IMAGE/LOGO REMOVED |Author: | | | | | |Student No: | | | | | |CIM No: | | | |3,270 | |Word Count | | |Excl. tables, | | |Appendices | | |Version: |1.0 | |Date: |December 2007 | TABLE OF CONTENTS Section 1 Executive Summary 3 2 Mission Statement & Corporate Objectives 4 2.1 Mission 4 2.2 Corporate Objectives through 2007-08 4 3 Situation Analysis 5 3.1 Marketing Audit 5 3.1.1 External Macro-environment 5 3.1.2 Market, Customer, Competitor 6 3.1.3 Five Forces 6 3.1.4 Internal Environmental Issues 6 3.2 Marketing Objectives...
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...applicants are increasing slowly. Two fundamental reasons contribute to this increase. On one hand, MBA is needed in the workplace. More students are choosing MBA due to pressures from their current jobs. On the other hand, the Lebanese culture regards education as a vital tool for progress and social welfare. The achievement MBA is winning wide social acceptance and is said to improve education quality. Although HCU is ranked as the 11th among the top universities in Lebanon, maintaining a good position at the educational industry is not easy. The educational industry in Lebanon is very competitive, having more than 41 accredited universities and vocational institutes. However, Universities in general face a difficult barrier when they plan to enter the MBA education or expand the range of its specifications because of the accreditation process and evaluation system for the qualification of MBA. In...
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...Board of Director *Job description A board of directors legally represents the interests of a corporation's stakeholders. Those stakeholders include stockholders of a publicly held corporation, donors to a nonprofit corporation and/or the communities served by either. As their representatives, the board members have the responsibility of establishing, guiding and assessing the overall direction of the corporation. * Job Specification a job specification is a written statement of educational qualifications, specific qualities, level of experience, physical, emotional, technical and communication skills required to perform a job, responsibilities involved in a job and other unusual sensory demands. It also includes general health, mental health, intelligence, aptitude, memory, judgment, leadership skills, emotional ability, adaptability, flexibility, values and ethics, manners and creativity, etc. Purpose of Job Specification Described on the basis of job description, job specification helps candidates analyze whether are eligible to apply for a particular job vacancy or not. It helps recruiting team of an organization understand what level of qualifications, qualities and set of characteristics should be present in a candidate to make him or her eligible for the job opening. Job Specification gives detailed information about any job including job responsibilities, desired technical and physical skills, conversational ability and much more. It helps in selecting...
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...[pic] MKT 4100 Strategic Marketing Management Module Handbook Academic Year 2012/2013 Dubai Coordinator: Dr. Doug Young School of Business |Student Name: | | | OR |Student Number: | | | |Seminar Class Details: | |Name of Seminar Tutor: | |Day: | |Time: | |Room: | Lectures: Tuesday from 6:30 - 9:30 PM in KV Block 17, Room 009 ...
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...Gillette Personal Care Division: Marketing Planning and Control A Case Study Introduction: Gillette was founded in 1901 by King C. Gillette. It was a leading International Manufacturer of consumer products ranging from Electric razor to ballpoint pens. Gillette has three divisions: 1. Safety Razors (Blades and Razors) 2. Paper mate Division (Writing Instruments) 3. Personal Care Division-PCD. (Hair Care , Skin care, Deodorants/ Anti-perspirants) The Brands of Gillette are divided into four rough categories: Build, Hold, Harvest and Withdraw. Mennen and P&G are the major competitors for Gillette. Right Guard pioneered in United States with a unit Market Share of 26% in 1967. But Because of fluorocarbons scare burst by mid 1982 its market share was dropped down to 8.5%.White rain was a shampoo that was introduced in low price category in 1952,but it was phased out in late 1970.PCD division of Gillette decided to roll out new version of shampoo and conditioners in May 1985 and as soon as it was launched it was a resounding success. Problem Statement: * Ineffectiveness of Gillette’s planning and control system * Revitalization of Right guard brand to increase its market share * Finding ways to build upon the success of white rain to increase market share Analysis: Gillette’s Marketing Planning and Control System Planning and control of system was too rigid and time...
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...Introduction The purpose of this essay is to analyse the macro environment of the new washing machine which is being developed for launch in 2008 by Smart Wash Company. An organization's marketing environment can be defined as: the actors and forces external to the marketing management function of the firm that impinge on the marketing management's ability to develop and maintain successful transactions with its customers (Kotler, 1997). Virtually all introductory textbooks in marketing reserve a section for an analysis of the macro environment (McCarthy, 1996). Thus, we aim to analyse the relevant macro environment for Smart Wash Company, so that we plan our marketing strategy and target the market in 2008. External environment The macro environment is generally categorized into demographic, political/legal, economic, cultural, technological and natural environments. The basic tenet is that what happens in the broader environment has significant implications for organizational functions (Mavondo, 1999). For example, McKee et al. (1989) found environmental turbulence to have a significant impact on marketing variables. The macro environment introduces a degree of homogeneity in a given industry through similarities in regulatory pressures, strategic alliances, human capital transfers, social and professional relationships and competency blueprints (Oliver, 1997). Environmental variation has been shown to impact on strategy (Hrebiniak & Joyce, 1985) and...
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...Unit 3 Individual Project: Marketing Opportunities Amanda Morris American Intercontinental University Lower Division Capstone BUSN 300 Professor Eric Freeman March 1, 2013 Abstract Addressing the possible financial advantages that could be implemented through marketing strategies made by the marketing manager, to improve the overall success of Chili’s, East Pasco family YMCA and service Corporation International. Reviewing whether the strategy would be a home run, a single or a low hanging fruit, the financial benefit and cost associated with each marketing strategy, the risk associated with each marketing strategy and the effect that the marketing strategy would have on public relations. Unit 3 Individual Project: Marketing Opportunities As a marketing manager it is important to be aware of marketing opportunities that will generate sales and increase revenue companies at hand. Pertaining to the three companies of choice Chili’s, East Pasco Family YMCA and Service Corporation International, modifications to the current marketing plans can be made to increase sales furthermore creating a positive impact on the public relations of the firm and generate financial improvements. Chili’s is a popular and successful restaurant; however, a few modifications to the company’s services would increase sales and promote business through new successful marketing strategies. The first marketing strategy that would be worthy of pursuing is to offer home delivery service...
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... | Contents 1. Introduction 2. Mission Statement 3. Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission...
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...Consumer traits and behavior Team A Psy/322 Consumer traits and behavior Several topics will be discussed throughout this presentation starting with psychological and social processes that may influence consumer behavior. It has been determined that the consumer play the role of demander and care receiver through good harmony with consumer behavior as the bases of emotion. The corporation plays the role of supplier and philanthropist, through effective corporate strategy and policies based on reason. Finally public policy plays the role of guider and regulator based on the law. The dynamic relationships among consumer behavior, corporate strategy, and public policy are explored here through feedback with a system perspective and dynamics of cause-effect. Corporate ethics fell into five stages, since the 1960's the social expectations of the public with regard to corporations has increased substantially. Carroll (1979) stated that corporate achievement is essential for revaluating a business and those certain social criteria are also important. Consumers want to know about a corporation. If consumers have a good impression of a corporation and they have access to positive information and understand what a firm thinks, says and tends to do in relation to others make it also likely to strengthen the perception of corporate social responsibility. Corporate profits are positively and directly affected by consumer purchase behaviors...
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...Company Case: Prius: Leading a Wave of Hybrids 1. What micro-environmental factors affected both the first generation and second generation models of Toyota Prius? How well has to Toyota dealt with these factors? In order for the reader to have an understanding of this question is important to begin by defining Micro-environment. This term is a factor of the Marketing Environment and it consists of the issues that, in one way or another, affect the company's ability to serve its clientele in a close and direct way. This includes factors such as customers, suppliers, competitors, shareholders, employees and media (among others). Having this in mind, it could be safe to state that the micro-environmental factors affecting the first and second generation of the Toyota Prius are the customers and the competitors. Consumers, getting affected by the gas prices, were looking for an answer to their prayers. Toyota gave them the answer, a vehicle that would allow people to save on gas as well as provide good and efficient service. Once the first generation Prius was released, although not too pretty or fancy, it served to its purposed and customers were buying it. The other factor, competitors, is pretty obvious. Everybody wants a piece of the pie. Auto makers such as Honda started developing and/or implementing the hybrid system on some of their vehicles. Toyota's answer was to keep developing what already has been a success, the Prius. A second generation was developed and...
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...CMO of a large company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership role within the firm with a number of required functions in order to accomplish the objectives related to marketing department that include: increase the level of sales, enhance the image of the brand, improve the understanding of the customers behavior. Key Functions 1. Analyze the key trends of the industry in which the company is operating in order to perfectly comprehend the behavior of the clients/customers as well as the future performance 2. Coordinate and deal with several areas included in the marketing department such as product development, sales management, corporate communication 3. Create strong relationship and interact with different areas of the company to ensure that the marketing strategic plan will be reached 4. Improve the customer retention Required skills 1. Experience with high tech marketing software 2. Persuasive and self-confident in order to maintain the loyalty of the existing clients/customers 3. Experience in leading teams with strict deadlines 4. Advanced graduate studies specialized in marketing 5. Results oriented and analytical skills 6. Flexible and be able to change the direction from creative to analytical tasks 7. Track record of implementing and growing new business CMO of a startup company The Chief Marketing Officer (C.M.O) of a company should be a person who plays a leadership...
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...Daisy’s Chocolate Fruit Basket Marketing Plan MARKETING 3000 Executive Summary Daisy’s Chocolate Fruit Baskets (DCFB) is a premier chocolate fruit basket manufacturer and retailer. DCFB is concentrating on making these one of a kind baskets out of a wide range of high quality organic fruits and chocolates. In addition to having several flagship baskets, DCFB will also offer the option of a custom basket, allowing the customer to choose the fruits and types of chocolates themselves. DCFB will be selling to individuals as well as companies, and independent vendors. Initially the bulk of DCFB’s business will be generated from individuals, but as time passes, a growing percentage of sales will come from other vendors and companies. While there are many different competitors in the market now, they are larger in size and much less flexible. DCFB will be able to meet customer demands through superior products, customer attention, as well as customer product offerings. DCFB will be raising awareness of their products through the use of a brochure and a Website. Once a customer is interested in placing an order, they can come by the office, call in the order, or order via our secure Website. In addition to the customer being able to pick up the basket from DCFB’S office, DCFB is able to ship via UPS. Once up and running with some momentum, DCFB will be producing profits at a high rate. It is projected that by September of next year, DCFB will be profitable...
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