...14 - 16, 2012, Hong Kong Criteria Weighting and 4-P Planning in Marketing Using Analytic Network Process Elif ALAYBEYOĞLU, Y.Esra ALBAYRAK, Tuncay GÜRBÜZ Abstract— The first of two major functions of the enterprises is producing goods and services, and the second is selling them. The relationship between production and consumption shows that marketing plays an important role in enterprises. Nowadays, the concept of marketing is customeroriented and aims to meet the needs and expectations of customers to increase their satisfaction. And the basics of marketing decisions are the choice of appropriate target markets, their analysis and the creation of strategic marketing plans with the elements of the marketing mix. While creating a marketing strategy, an enterprise must consider many factors. The creation of the strategy begins by deciding what the overall objective of the enterprise should be. The next step is to choose a strategy for the offering that will be most effective in the market. In this study, marketing strategies and marketing decisions in the new-product-development process will be observed, the criteria that are effective in this process will be defined and in order to reflect the real life situations as much as possible, the interactions among criteria will also be taken in consideration and Analytic Network Process (ANP) will be used to handle those interactions. Keywords—Marketing, Strategy Selection, ANP company image in the market and reduce risks by...
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...------------------------------------------------- ‘‘A comparative analysis on the marketing strategies of Samsung for Android and of Apple for iOS in UK market and their customer response’’ Table of Contents 1 Introduction 2 1.2 Research aims 2 1.3 Research objectives 3 2. Literature review 3 2.1 Introduction 3 2.2 Mobile phone operating system 3 2.3 Global introduction of smartphone 3 2.4 Various operating systems 4 2.5 Overview of the android’s framework 4 2.6 Overview of iOS and it marketing strategy 4 2.7 Comparative analysis of the two 5 3. Research methodology 6 3.1 Methodology 6 3.1 Type of investigation 6 3.2 Data collection method 6 3.3 Sampling method 7 3.4 Accessibility issues 7 3.5 Ethical issues 7 3.6 Timetable 8 4 Anticipated findings 9 5. Conclusions 9 References 10 1 Introduction Various companies use different types of marketing techniques over the few decades. To get competitive advantage over the competitors, developed variations of marketing techniques are quieting helpful to the companies. This is referred as market innovation (Verlog, 2007). Companies have to face with different factors in this modern world of business. New legislations developed marketing tools and corporate social responsibilities are among the newer one. Business has to deal with two basic demands which are to earn profit and to maintain a sustain profit ( Verlog, 2007). Though there are many developed application software were used in past by several cell...
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...P1, P2, M1 & D1 Checklist Describe how marketing techniques are used to market products in two organisations (P1) ------------------------------------------------- In your role as a Marketing Assistant your Manager has asked you to look at the marketing activities of Uxbridge College and another organisation. You have been asked to complete a table like the one below that describes how marketing techniques are used to market products in each of the organisations. You need to focus your research and analysis on one product or service (e.g. educational course) from each company; | Uxbridge College –Service | Company Two – Product or Service | Growth Strategies | | | Market Development definition | | | Product Development | | | Diversification | | | | | | Survival Strategies | | | Branding | | | Buyer Behaviour | | | Relationship Marketing | | | Once completed, make sure that your name is in the header, and that the work is printed and placed into a plastic wallet. Also upload onto Moodle. Deadline: Friday 4th December 2015 Remember to include a bibliography Describe the limitations and constraints of marketing (P2) ------------------------------------------------- Your manager has asked you to work with two of your colleagues (groups of 3) to produce a 10-minute presentation for the rest of the team that describes the constraints and limitations under which marketers operate. You must use examples from Uxbridge...
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...Strategy development by using SWOT - AHP Dijana Oreski1 1 Faculty of Organization and Informatics, University of Zagreb, Pavlinska 2, Varazdin, Croatia Abstract –This paper employs combination of SWOT analysis and Analytic Hierarchy Process (AHP) in strategic planning for tourism of small mid-european city Varazdin, which is located in the north west of Croatia. SWOT analysis identifies internal and external factors which are prioritized by expert in tourism domain by means of AHP. The prioritized SWOT factors are used in strategies formulation using TOWS matrix. Results indicate that proactive communication strategy and isolation strategy with effective marketing promotional strategy were the best strategies that could have been implemented. Keywords – SWOT, AHP, strategy formulation. cases in the strategic management process. One of them is the SWOT analysis. This article explains the SWOT analysis, provides the theoretical background and an overview of the application of the SWOT analysis. As some authors have identified weaknesses of the SWOT, analysis is combined with a method for multi-criteria decision analytic hierarchy process (AHP) in order to avoid these disadvantages. Therefore, in the second part of the paper AHP method and SWOT AHP hybrid method are described. Following the basic steps method, SWOT AHP is applied to the example of the city of Varazdin strategic marketing plan definition. 2. SWOT analysis SWOT is an acronym of strength, weakness, opportunities...
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...the new way to this world and has open wide variety of working opportunities for the people. In the service sector, it has given the toughest competition to its competitors. Now, in this industry by following the same business strategy is not an easy way to resist in the market for any of the organization so, better to change or adopt the new market strategy. Before planning for the new strategy for giving the hard-core challenge to the competitors, it is essential to analyze the market and does comparison with the current strategy. Consumers play the significant...
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...which can overlap in their descriptions. These overlapping parameters are the superficial attributes of a product, and several of them often define a product’s fundamental parameter. (Using Perceptual Maps in Marketing, General Marketing, Retrieved from https://ecampus.phoenix.edu). This paper will look at several fundamental parameters, including lifestyle image, product design and styling, product uniqueness, and quality engineering. This paper will look at the three major phases in the simulation, Positioning Strategy, which determines differentiation based on Product, Price, Promotion, Place and Services. SWOT Analysis which looks at strengths, weaknesses, opportunities, and threats to the product brand. Finally, Market Research, which looks at Consumer preferences by age group, income group, and financing requirement. These major phases are all used to form a marketing plan. In this simulation, this writer has joined CruiserThorr as a Marketing Manager. The first step in the marketing manager’s new position is to formulate a positioning strategy by constructing a perceptual map, by choosing its parameters. The marketing manager must choose the parameters that are fundamental to the product and CruiserThorr’s customers. The situation that is presented to the marketing manager is that the motorcycle industry is growing annually, but the sales of Thorr Motorcycle’s existing product CruiserThorr are decreasing. This is due to the target customers (the 35...
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...Definition: It means relating to the scientific or historical comparison of different phenomena, institutions, or objects, such as languages, legal systems, or anatomical structures, in an effort to understand their origins or relationships. http://www.thefreedictionary.com/comparative Operational Definition: In linguistics, the comparative is a syntactic construction that serves to express a comparison between two (or more) entities or groups of entities in quality, quantity, or degree; it is one of the degrees of comparison, alongside the positive and the superlative. BRAND Global Definition: The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” http://heidicohen.com/30-branding-definitions/ Operational Definition: Brand, to me, is the identity of a product or service. It’s the name, the logo, the design, or a combination of those that people use to identify, and differentiate, what they’re about to buy. A good brand should deliver a clear message, provide credibility, connect with customers emotionally, motivate the buyer, and create user loyalty. MARKETING Global Definition: Marketing is the process of communicating the value of a product or service...
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...Discuss how the marketing mix strategies are likely to change over burritos’ product lifecycle. Marketing mix strategies are likely to change over burritos’ life cycle as they influence the product’s succession. With reference to Cantinas frozen burritos’, marketing mix strategies help evolve the product’s lifecycle towards the target market. The four marketing mix strategies include product, place, prime and promotion used in each stage of the product lifecycle (Armstrong et al. 2010). A new product progresses through stages from the introduction, growth, maturity, and decline in a sequence known as the product life cycle that is likely to change over the burritos’ time (QuickMBA 2009). As the burritos’ product hits the market as a new product development, it enters the introduction stage of the product lifecycle. Marketing mix strategies at this stage is extensively attracted to the promotion, as the frozen burritos’ is a new and unique product in the Australian marketplace. Profits are heavily spent on the promotion, which means high competitive prices of the product are through advertisement. Promotion at this stage targeted towards a small market segment, which is catered towards 15 – 30 year olds looking for alternative foods. (Armstrong et al. 2010). Extensive marketing testing was placed to build product awareness and to educate potential consumers about the product being introduced. This ultimately ensured its place in the lifecycle process with its slow growth...
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...LITERATURE REVIEW 1. J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is “Impact of E-commerce on marketing”. Marketing is one of the business function most dramatically affected by emerging information technologies. Internet is providing companies new channels of communication and interaction. It can create closer yet more cost effective relationships with customers in sales, marketing and customer support. Companies can use web to provide ongoing information, service and support. It also creates positive interaction with customers that can serve as the foundation for long term relationships and encourage repeat purchases. 2. Neelika Arora 32has published research article entitled “Trends in Online...
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...wsafsdfMarketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm's marketing strategy.[1] Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business's size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product.[2] To create an effective, cost-efficient marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate.[3]In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning. ------------------------------------------------- tarketing management employs various tools from economics and competitive strategy to analyze the industry context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value chain analysis and others.[4] Depending on the industry...
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...Term paper On Identifying the Marketing Strategy in Existing mobile Company in Bangladesh [pic][pic][pic] [pic] [pic][pic] Siddheswari University Collage, Dhaka Department of Marketing Term paper on Identifying the Marketing Strategy in Existing Mobile Company in Bangladesh Submitted to Md. Mizanur Rahman Mazumder Chairman Department of Marketing Siddheswari University Collage, Dhaka. Submitted by Md. Shibly Hasan Dept. Marketing Roll no: 9575781 Registration no: 1625621 Date of submission: 15 April, 2013. Siddheswari University Collage, Dhaka Letter of Transmittal 15 April, 2013 Md. Mizanur Rahman Mozumder Chairman, Department of Marketing, Siddheswari University Collage, Dhaka. Subject: Submission of term paper Dear Sir, With great respect, I am happy to submit my report on the topic “Identifying the marketing strategy in existing mobile company in Bangladesh”. I am felling proud to prepare my Report under your energetic guidance and supervision. This report is an important part of BBA program. In completing the report I tried my level best to blend all my knowledge and in imparting every accessible details of the survey avoiding needless intensification of the report. Your priceless supervision, suggestion, and guidance have helped...
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...using objective criteria and to develop strategies suitable to the business' particular situation. The BCG matrix can be used for portfolio analysis in times of economic crisis, but adjustments must be made. The first adjustment involves adding two more criteria – profit margins and cash flows. The second adjustment involves redefining the breaking points between the high and low of the relative market share and market growth rate averages of the industry and/or the company. The third adjustment is to add two more strategies – freeze and cut. Using all these adjustments provides better flexibility for BCG matrix analysis in a shrinking economy and recession. 1 ANZMAC 2009 Page 2 of 6 Adjusting the BCG Matrix for the Recession Introduction The BCG matrix has been used in the real world in a variety of ways for such business analysis tasks as analyzing value, business strategy toward customers, segmentation (Dibb 1995) and brand portfolio analysis. As a result of the current financial crisis, which has affected strategic market planning decisions, businesses and practitioners are using the BCG (Boston Consulting Group) matrix in a flexible manner. This paper provides several adjustments to the BCG matrix in order to adjust it to the current economic crisis. Decisions and Business Strategies The idea of the BCG matrix is that managers are able to evaluate their businesses according to objective criteria and to develop strategies appropriate to the status of the business...
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...Effective Communication Strategies of Pepsi Cola Table of Contents Executive Summery 3 Introduction 4 History 5 Effective Marketing and communication strategies of Pepsi 6 Media Commercials 6 Advantage of media commercials 6 Disadvantages of media commercials 7 Sponsorships 7 Advantages of Sponsorships 8 Disadvantages of Sponsorships 8 How to enhance the effectiveness of Sponsorship 8 Community Activities 8 Advantages of Community activities 9 Disadvantages of community activities 9 How to enhance the effectiveness of CSR projects 9 Product Diversification 10 Advantages of Product diversification 10 Disadvantages of product diversification 10 How to enhance the effectiveness of Product Diversification 11 Cross Comparison between the marketing strategies of Pepsi, Coca Cola, V and Red Bull 11 Conclusion 13 References 14 Executive Summery Pepsi is an aerated Soft drink that is produced by Pepsi Co. Inc. Pepsi Cola is using most of the modern communication and marketing methods to enhance their brand awareness among its consumers. Mainly they are advertising their brand on Television, Face book, Twitter and YouTube. In this report I have outlined the overview of the Pepsi Cola Corporation and its history, and the most effective communication strategies that are used by them to enhance their brand equity. These strategies include Advertisements, Sponsorships, Online promotions, Community activities and Product diversification...
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...Foods has experienced significant growth in the last several years. Kudler's continues to look for ways to expand its services, improve the operations efficiency, and increase the number of repeat customers that frequent the store. It is her dedication to her employees and customers as well as her commitment to providing outstanding products and services that has made her business a success. Kathy knows, however, that to remain successful it is going to be necessary to develop effective marketing strategies and tactics and that the first step is to incorporate marketing research. Through the course of this paper the importance of marketing research will be addressed. An analysis of the importance of competitive intelligence and marketing strategy and tactics for Kudler Fine Foods will also be discussed. Importance of Marketing Research Marketing research is defining a marketing problem then systematically collecting and analyzing information and finally recommending actions (Day, 2005). Marketing research is essential to the success of any business whose main objective is, like Kudler's Fine Foods, to offer products or services that are well targeted (Day, 2005). When making business decisions based on market research, risk can be minimized and the business process is likely to thrive (Day, 2005). Market research helps organizations like Kudler‘s Fine Foods communicate better with current customers by...
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...Running head: CLASSIS AIRLINES AND MARKETING Classic Airlines and Marketing Classic Airlines is the fifth largest airline in the world with annual earnings of $10 million. After being in business for 25 years, they have amassed more than 375 jets with 2,300 flights daily (University of Phoenix, 2010). Even with this success, there are concerns for their financial stability. The challenges facing Classic Airlines are common among airline companies. These challenges include stock instability, low employee morale, pubic uncertainty about flying; declining rewards program membership, increasing costs for labor and fuel along with a recent directive to reduce 15% over the next 18 months. This leads to major concerns by the management team. To reach stable ground, the management team will attempt to improve and increase the value of the rewards program, enticing previous members back while ensuring retention of current members. Rewards programs can be detrimental to the success of a business, according to Furinto, Pawitra and Baliah “Programs that are perceived favorably by consumers will in turn create stronger attitudinal loyalty and higher consumer profitability” (p. 307, 2009). The Small Business Administration suggests that “marketing activities and strategies result in making products available that satisfy consumers while making profits for the company” (para. 1, Market and Price). The goal of marketing is to use resources to increase the number of consumers...
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