...Business-Level and Corporate-Level Strategies Shemeika Goodwin Strayer University Professor Dr. Yemer February 15 2015 Abstract This research paper will analyze the business-level strategies for Coca-Cola to determine the business-level strategy that is most important to the long-term success of the firm and whether or not the decision was a good choice. It will also analyze the corporate-level strategies for Coca-Cola and determine the corporate-level strategy this is most important to the long-term success of the firm and whether or not the decision was a good choice. This paper will analyze the competitive environment to determine the corporation’s most significant competitor. Compare their strategies at each level and evaluate which company is most likely to be successful in the long term. It will also discuss the slow-cycle and fast-cycle markets. The Coca-Cola Company was founded in 1892 and was incorporated on September 5, 1919. The Company is currently worth over $168.7 billion. The Coca-Cola Company markets, distributes and sell more than 500 non-alcoholic beverage brands including carbonated beverages such as Coca-Cola, Diet Coke, Fanta and Sprite. The Coca-Cola Company also owns or licenses an array of still beverages that include bottled waters, sport drinks, juice drinks, coffees, ready-to-drink teas and energy drinks. Analyze the business-level strategies for the corporation you chose to determine the business-level strategy you think is most important...
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...November 27, 2012 Business 100, AB Investors University of the Fraser Valley SD College Sector 32C, Chandigarh Dear Business 100 – XYZ Investors, We have responded to your request regarding an analysis of the Canadian Tire Corporation and in this report you will find the information about the Company and their recent corporate activity. We have identified various points that will be useful in your decision to invest in this company. We have included information regarding Canadian Tire’s history, the products and services offered by them, and an analysis of the internal and external factors that affect the Corporation’s operations. We have also assessed the critical issues the company is currently facing along with their major implications. In order to see the direction in which the company is head, we also evaluated their vision, mission and long term objectives and strategies, followed by a sound strategy assessment. We have also analysed the company’s marketing strategy in regards to three of the products that they offer and also an overview of the marketing mix pursued by the company in general. We collected data regarding their financials of the past three fiscal years, and checked their sources of capital. Lastly, we have provided conclusions and our recommendations about the company keeping in mind the overall shape of the company’s future operations. We hope that this report guides you in your decision to invest in this company. Sincerely, Star Investors This letter...
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...Persuasive Position Paper Topic: Whether Boston should host the 2024 Olympics My Position Hosting the Olympics Games is more than simply demonstrating a passion for sports; it has a profound social and economic impact to the host city and nation. In my view, the benefits will outweigh the challenges in hosting the 2024 Boston Olympics. By standing out and being chosen by United States Olympic Committee (USOC) as the candidate city, Boston has made a significant step toward the greatest honor to transcend peace, prosperity, and humanity through this event. Memorandum Date: Mar 11, 2015 To: United States Olympic Committee From: Subject: Withdraw Boston’s 2024 Olympics Bid Hosting the 2024 Olympic Games in Boston would be a great honor and an attractive opportunity to demonstrate the United States’ competitiveness and global leadership. Despite the opportunities, hosting such a mega sporting event bears tremendous downsides, including cost overrun, economic uncertainty, and reputation risk. In addition, Boston’s credential as a host city remains dubious. Hence, I urge USOC to withdraw Boston’s 2024 Olympic bid submitted to the International Olympic Committee. Cost Overruns Notwithstanding Boston’s announcement that all funding used for infrastructure and venues needed for the Olympics will be raised from the private sector, history indicated that this promise would most likely become an empty one and consequently threaten the host’s financial health. A...
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...“Brands have become a ubiquitous phenomenon in our contemporary world. They are indispensable for companies and consumers alike. Critically discuss this contention” “Branding is at once one of the most artificial and yet most real forces in our society” * Kornberger 2010 This paper assesses and discusses the importance of brands in todays world. Focusing on the positive and negative affects brands can have through the initial relationship of a product to a name, to then more importantly its attached meaning and perception. It will also discuss the foundations of branding and how brands have become such a critical requirement for companies to be successful in todays fast moving technological age. Furthermore, it will discuss the notion that individuals are an all consuming machine in pursuit of expression and development through acts of consumption (Kornberger, 2010), known as self and social symbolism. It will discuss the contention of the benefits or detriments this social belief has in modern culture throughout all demographics. Lastly it will discuss the advantages and disadvantages the unescapable influence brands have on consumers, companies and society at large. Brands & Companies Initially, branding of goods began in ancient civilizations in order to determine what the product was and who it was created by as a practical order of business. However, in todays world there are a vast amount of products that can all achieve the same result and differ only...
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...THE EFFECT OF ADVERTISING ON CUSTOMER CHOICE A CASE STUDY OF CENTURY BOTTLING COMPANY LIMITED BY SEBYALA BOSCO 10/U/141910/BSE/PE A RESEARCH REPORT SUBMITTED TO THE SCHOOL OF MANAGEMENT AND ENTREPRENEURSHIP IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR’S DEGREE OF BUSINESS STUDIES WITH EDUCATION OF KYAMBOGO UNIVERSITY AUGUST 2013 DECLARATION I Sebyala Bosco Registration Number 10/U/141910/BSE/PE, declare that this research report entitled “The effect of Advertising on Customer Choice case study of Century Bottling Company Limited” is out of my own effort and it has never been submitted to any institution for any award. Sign …………………….. Date……………………………. Sebyala Bosco 10/U/141910/BSE/PE APPROVAL This is to certify that the research report entitled “The effect of Advertising on Customer Choice case study of Century Bottling Company Limited” by Sebyala Bosco registration number 10/U/141910/BSE/PE has been done under my supervision. The research report is ready for submission to School of Management and Entrepreneurship with my approval as University supervisor. Sign: ……………………………… Date:……………………….. Ms. Nakatete Phionah (Supervisor) DEDICATION I dedicate this report to my beloved father Dr. Bukenya John Vicent, my beloved mother Ms. Namuli Josephine, Mr. Lubega Fred and Haji Kazibwe, Prof. Kawuma, Hajjati Sarah...
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...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
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...in a format similar to the Pepsi Diet Slim to offer a new look to Pepsi’s soda cans and to compete with the irregular shapes of existing energy drinks. Pepsi B Energy is to cater to customers who want to drink a healthier Pepsi. Pepsi B Energy’s Marketing Plan Phase One is designed to develop the basics of a marketing strategy for Pepsi B Energy. Pepsi B Energy’s Marketing Plan Phase One provides an overview of PepsiCo, a brief description of the product, the importance of marketing for PepsiCo, a SWOTT chart for Pepsi B Energy, and the preferred marketing research approach for Pepsi B Energy. PepsiCo Pepsi was founded in 1898 by a druggist from North Carolina named Caleb Bradham. Through a series of acquisitions and other business dealings, Pepsi became PepsiCo. PepsiCo currently produces a variety of beverages, many in partnership with other companies. PepsiCo sell soft drinks, juice drinks, sport drinks, bottled and enhanced waters. Recently, the company has acquired Tropicana Juices. This move, combined with a merger with Quaker Oats, increased the number of beverages in the PepsiCo portfolio. The most notable brands from Pepsi American Beverages (PAB) include: Pepsi, Diet Pepsi, Gatorade, Tropicana Pure Premium Juices, Dole Juices, and Propel Fitness Water. A partnership with Starbucks produces ready-to-drink Frappuccino drinks...
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...Amarech Argaw Dr. Schaefer, Thomas BUS-520 July 29, 2012 Abstract All businesses and organizations desire is to gain competitive advantage in a market where there are a large number of buyers and sellers. To win the competitive market, they have to differentiate themselves from others. Leaders of all organizations do recognize their responsibility to fulfill this intend. They develop and implement various business strategies to improve production and maximize profit. As any human being, leaders are not all the same nor could they agree with ideas of others. Their background, beliefs, values, personalities, characters…etc contributes to their idea of success. Employee motivation and customer satisfaction are the most common important focus areas for any business development. Joe Salatino, president of Great Northern American, believes the success of his 35 year old company is the result of the amount of money he pays employees (Hellriegel & Slocum Jr., 2011). Joe Salatino, President of Great Northern American Case Study The Great Northern American is a Dallas-based telemarketing company. The salespeople sell more than 20 million dollars in office, promotional, arts and crafts, and computer supplies to 60,000 businesses around the country, which includes particularly packaging tape, paper clips, pens, and pencils. Many of his salespeople earn more than $60,000 a year, and top producers earn more than $ 100,000. Mr. Salatino, the president...
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...ELHUSSEIN REF NO: BBA113AQ570 Supervised by: PROF.HAJ.DR. S N YASSIN ALHEETY Project Paper Submitted to the Department of Economics and Administrative Sciences of Faculty of Finance & Administrative Sciences Al-Madinah International University In Partial Fulfillment of the Requirements for the Degree of Bachelor of Business Administration CERTIFICATION OF PROJECT PAPER WORK Name of Student | ELHAG SIDDIG ELHAG ELHUSSEIN | Name of Supervisor | PROF.HAJ.DR. S N YASSIN ALHEETY | Faculty | Faculty of Finance & Administrative Sciences | Program | Bachelor of Business Administration (Hons) | I have seen and read the final draft of the above student’s project paper and, in accordance with the requirement of the faculty guidelines certify that: I am satisfied that this thesis, prima facie, is worthy of examination both in terms of its content and its technical presentation relative to the standards specified in the academic program rules for the degree. _______________________________________________________________________ __________________________ DECLARATION I hereby declare that, this dissertation is the result of my own investigation, except where otherwise stated. I declare that my thesis consists of (11,810) words. ELHAG SIDDIG ELHAG ELHUSSEIN Signature ……………………….. Date: …………………….. PERMISSION TO USE In presenting this project paper in fulfillment of the requirements for a postgraduate degree from Al-Madinah International...
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...Salatino, President of Great Northern American Case Study The Great Northern American is a Dallas-based telemarketing company. The salespeople sell more than 20 million dollars in office, promotional, arts and crafts, and computer supplies to 60,000 businesses around the country, which includes particularly packaging tape, paper clips, pens, and pencils. Many of his salespeople earn more than $60,000 a year, and top producers earn more than $ 100,000. Mr. Salatino, the president of the company, believes that employees who have established solid relationships with their customers earn significantly more money than those who have not been able to foster good relationships with customers (Hellriegel & Slocum Jr., 2011). Employee rewards, bonuses, commissions or any incentive pay are powerful employee motivators to improve productivity and to build a strong customer relationship. Leaders must constantly review and evaluate both the sales people and the company’s selling strategy to see if there is a need for improvement. The most common improvement needy areas would be employee morale, encouragement, training programs, and the learning theories. The objective of this paper is to discuss the importance of how Mr. Salatino’s employees form perceptions and make attributions, and the learning theory that is most appropriate for his employees. It will also suggest how Mr. Salatino could apply the learning theory to improve employee performance and leverage an understanding of the value of self-efficacy...
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...and Overview Honda Motor Co. Ltd. was incorporated in 1948 and originally manufactured and sold motorcycles (Whiston, 2012). Today, Honda is known for its manufacturing of many items – motorcycles, power products, engines (boat, generators and lawnmowers); and even private jets and robots (Whiston, 2012). For purposes of this research, however, we'll focus on Honda's auto-manufacturing abilities. During fiscal year 2012, Honda sold 15.7 million cars and motorcycles; automobiles constitute a little more than 70% of the company's revenue (Whiston, 2012). Honda has developed over the years. There are a wide varity of products avalialabe that serve many different purposes from the small general purpose engines to specialty custom made sport cars and now scooters. Honda has a earned the company a very good reputation from customers all over the world. From when the company was established until now, Honda has be on the leading edge by creating new value and offering many different products of high quality at a family friendly price, for its worldwide customer satisfaction. Honda is certainly on the list of many consumers, especially as we'll see in this paper, consumers are interested in reliability, quality and fuel efficiency. The problem Honda faces, however, is that it's seen as a "practical" car, one that someone will buy to save gas or to ensure safety in a crash This is something that has been pounded into consumers' heads, as many Honda ads in the past have touted its high...
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...NEW GREEN September 19, 2015 Dr. James Case I USA Today K90000787 1 Case 1- USA Today Kimberley Hutchinson K90000787 INTERNAL ENVIRONMENT Current Marketing Objectives, Strategy and Performance Gannett Co., Inc. began USA Today in 1982 by filling a gap in the newspaper industry. Gannett wanted their paper to provide more news about more subjects in a short time frame. The two trends they took advantage of were catering to adults who had short attention spans and who were nurtured on television. These consumers wanted different information from their newspapers. The readers wanted quick, clear, fact-filled stories that were arranged with subheads, breakouts, informational graphics and that were easy to read. This is what Gannett delivered with USA Today. While the readers’ wants have differed over the years, the paper has kept up. In 1994, the paper upgraded to cover more serious topics and added reader-opinion polls and hot-line numbers. The readers were able to call the lines to obtain additional information on topics they were interested in. In 1995, there was a lull in readership; they began to see the need for more technological data required by consumers. USAToday.com was born and met that need. USA Today and USAToday.com have 5.3 million daily readers with $1.8 million paid subscriptions. Today, USA Today has the largest print circulation with over 1.8 million copies daily and 3.2 million daily readers. They also have the highest volume...
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...Ganassali, University of Savoie, sgana@univ-savoie.fr, corresponding author 4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France Francesco Casarin, University Ca’ Foscari of Venezia Paola Cerchiello, University of Pavia Gunnar Mau, University of Göttingen Carmen Rodrigues Santos, University of Leon Astrid Siebels, University of Hannover All members of the “International Network on Consumer Behaviour Studies” http://comptes.ergole.fr/young Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Abstract On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working together within the “International Network on Consumer Behaviour Studies”. The model and hypotheses were tested with P.L.S. regression and textual data analysis. Very interesting results...
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...Advanced Marketing By Markie Hinson 1 Executive summary Arimount is a well established beauty and grooming company. Arimount has been operating in the hygiene market for 20 years now. As far as the financials are concerned the company has a track record of an average return on investment. Arimount is currently developing a new deodorant product using a new chemical that will allow the deodorant to work for up to five days even after showering. This product has been named Arimount Extralast deodorant. The objective of launching this new innovative product is to maximize the market share of the company and increase profits. 1. Situational analysis 1.1 SWOT Analysis In-depth insight and extended knowledge of hygiene industry, experienced research and development department and a well networked existing distribution channels are the strengths of Arimount. The weaknesses of Arimount include the reliance of the company on debt capital. Opportunities include being a part of the growing hygiene industry and gaining cost effectiveness through economy of scale. Threats for Arimount include competition from existing players in this market and studies that discuss the negitive side effects of the chemicals on the skin and to the environment. 1.2 Competition The three primary competitors of Arimount Extralast deodorant are Klima Antiperspirant, Adidas Absorbent-Deo Wetness Control and Secret Clinical Strength Deodorant. Europe based Klima antiperspirant is an extremely effective deodorant...
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...the stock market reacts to interest rate changes B. Motivating distributors to pass along important intelligence from the marketplace. C. Collecting competitive intelligence by buying a competitor’s products D. Setting up a consumer panel ------------------------------------------------- 2. When Molly’s parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel’s __________ systems. ------------------------------------------------- A. Accountability information system (AIS) B. Marketing intelligence C. Experiential research data D. Marketing research ------------------------------------------------- 3. Which of the following is an example of primary data that would be used by Topps card company to determine popularity of its new hologram baseball card series? ------------------------------------------------- A. Sales records for baseball cards gathered by the industry’s trade council. B. Data from sales records kept by exclusive dealers of Topp’s hologram series C. An article about the hologram cards in a recent issue of Sports Illustrated D. Input from focus groups that was put together specifically to discuss their perception of popularity of the hologram card series. ------------------------------------------------- ...
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