...degree of amendments made to technologies (software and hardware) and techniques utilised by grocery organisations, effective management of people and relationships will remain. EIN: 014 - 3 - This essay is dedicated to general exploration of the concept that effective implementation of relationship marketing and internal marketing programs are of greatest long-term significance to grocers and expounding their latent cumulative benefits should alleviate excessive trepidation over most other industry concerns (circumventing the necessity for specific reference to present and future industry related business and technology challenges). Examples incorporating shop floor personnel herein are basically illustrative; outlined marketing initiatives do not target them exclusively and they have no greater or lesser importance to organisational outcomes than other industry personnel. This paper firstly considers the importance of generating a robust organisational culture through utilisation of image differentiation, recruitment and indoctrination inside the adoption of a targeted long-term strategy known as ’employer branding’. Secondly, it proposes internal...
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...MARKETING PRICIPLES AND CONCEPTS SOCIETAL MARKETING Effective internal marketing must be matched by a strong sense of social responsibility. Companies need to evaluate whether they are truly practicing ethical and socially responsible marketing. Several forces are driving companies to practice a higher level of corporate social responsibility: rising customer expectations, changing employee expectations, government legislation and pressure, investor interest in social criteria, and changing business procurement practices. The societal marketing concept holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer want satisfaction, and public interest. The societal marketing concept is an enlightened marketing concept that holds that a company should make good marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. (It is closely linked with the principles of corporate social responsibility and of sustainable development). The concept has an emphasis on social responsibility and...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...RE-BRANDING AND ITS CONTIBUTION TO THE COMPANY’S COMPETITIVENESS: A CASE STUDY OF ZAIN KENYA, ELDORET BRANCH BENJAMIN CHERUTICH ELD/DBM/2641 Research project submitted to The Kenya Institute of Management in partial fulfillment of the requirement for the award of Diploma in Business Management September, 2009 DECLARATION Declaration by the candidate This research study is my original work and has not been presented to any other examination body. No part of this research should be reproduced without my consent or that of The Kenya Institute of Management. BENJAMIN CHERUTICH; Sign…………………………. Date………………… Declaration by the supervisor This research has been submitted for examination with my approval as The Kenya Institute of Management Supervisor. MR. EVANS OBARE; Sign ………………………… Date……………………… Lecturer KIM Eldoret For and on behalf of The Kenya Institute of Management STEPHEN KAMAU; Sign ……………………….. Date…………………………… Branch Manager Eldoret DEDICATION I would like to dedicate this research project to my beloved fiancée Priscillah and my nephew Jackline for their encouragement. I also dedicate to my loving parents Mr. and Mrs. Samuel Mendwa for their support and love. ACKNOWLEDGEMENT First I would like to give praise and honor to the Almighty God for giving me sufficient grace and power to write this project....
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...Managing a Holistic Marketing Organization GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ is the appointment of teams to manage customer-value–building processes and break down walls between departments. a. Reengineering b. Outsourcing c. Benchmarking d. Supplier partnering e. Customer Partnering Answer: a Page: 696 Level of difficulty: Easy 2. ________ is the greater willingness to buy more goods and services from outside domestic or foreign vendors. a. Benchmarking b. Merging c. Globalizing d. Outsourcing e. Accelerating Answer: d Page: 696 Level of difficulty: Easy 3. ________ is the study of “best practice companies” to improve performance. a. Empowering b. Globalizing c. Flattening d. Focusing e. Benchmarking Answer: e Page: 696 Level of difficulty: Easy 4. ________ is the trend to increase partnering with fewer but better value-adding suppliers. a. Supplier partnering b. Benchmarking c. Customer partnering d. Flattening e. Empowering Answer: a Page: 696 Level of difficulty: Easy 5. ________ is working more closely with customers to add value to their operations. a. Reengineering b. Outsourcing c. Customer partnering d. Merging e. Globalizing Answer: c Page: 696 Level of difficulty: Easy 6. ________ is the acquiring or merging with firms in the same or complementary industries to gain economies...
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...CONCEPT OF BRANDING IN HIGHER EDUCATION Bennett and Ali-Choudhury ( 2007 p4 ) suggest that a university brand is “a manifestation of the institution’s features that distinguish it from others , reflect its capacity to satisfy students’ needs, engender trust in its ability to deliver a certain type and level of higher education, and help potential recruits to make wise enrolment decisions”. Stamp (2004) gives a number of factors for higher education (HE) branding agenda,that includes;tuition fees, competitive differentiation, league tables, organizations attaining university status and the miss-match between brand perceptions and delivery. Researchers have to continually ask why some organizations are more successful than others in brand building in order to understand branding.(Urde, 2003). It has been suggested that “Higher Education Institutions need to be managed more and more as corporate brands” (Whelan & Wohlfeil, 2006, p317), but instead of the fact that there is a large number of studies that examined image and reputation, the notion of branding has very little marks on higher education marketing literature (HemsleyBrown and Oplatka, 2006) and empirical papers that relate to HE branding are scarce (Hemsley-Brown and Goonawardana, 2007). Some writers argue that branding as a concept applies to HE as well as to other sectors (Opoku, Abratt and Pitt, 2006).Others, however, argue that there is more complexity in brands for higher...
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...Journal of Economics, Business and Management, Vol. 1, No. 1, February 2013 Corporate Social Responsibility to Reflect Organization‟s Corporate Identity: A Content Analysis Musdiana Mohamad Salleh, Nabsiah Abdul Wahid, and Malliga Marimuthu Abstract—The authors propose corporate social responsibility (CSR) as a useful element in reflecting an organization’s corporate identity (CI) to its target audiences. The inclusion of CSR highlights organization’s role as a ‘good’ citizen in society and is the basis for any beneficial exchanges between the parties. Content analyses on CSR of 10 top ranked Malaysian companies supported this proposition. Index Terms—Corporate social responsibility, corporate identity, content analysis. effort in integrating their stakeholders‟ social and environmental expectations and/or concerns into their daily operations and their interaction with the stakeholders. B. Corporate Identity Corporate identity (CI) has been used as the basis for other various corporate level concepts like image, reputation or corporate communications; and is even considered fundamental in corporate marketing field [1]-[2]. The traditional VI perspective sees CI being used at the early stage of organization‟s operation as it becomes the mean for CI transmission e.g. through logos, brand images and other visual manifestations representing them [3]. CI has evolved from this definition from focusing only on the minor elements of the organization to now emphasizing more on the...
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...confirm that: This is an original assessment and is entirely my own work. Where I have used ideas, tables, diagrams etc of other writers, I have acknowledged the source in every case. This assignment has not previously been submitted as assessed work for any academic course. | Signature of student: | | Date of signature: | | | | Table of Contents Topics | Page. No. | Executive Summary | 3 | Introduction to DHL Express | 4 | SWOT Analysis | 6, 7 | Analysis of Internal Environment | 8, 9 | Analysis of External Environment | 9 | SFAS | 10 | Identification of Problem or Opportunity | 10 | PESTEL Analysis | 11 | Identification of Strategic Options (TOWS Matrix) | 12 | Solution (Pros and Cos) | 12, 13 | Strategy Recommendations and Conclusion | 13, 14 | References | 15, 16 | Executive Summary The main aim of this report is to give an insight into DHL Express’s market audit, analysis and evaluation. Here, we will be mentioning upon the external and internal environment that prevail in the company and would...
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... elected chairman of Tata sons, which was the initial investor in many Tata companies in 1938 and began decentralizing power as well as personally choosing many of the Tata company chairman. J.R.D was in control when Tata airlines nationalized as well as when the Tata companies became legally independent in 1970. In spite of the dismantling of the managing agency system there was still solidity and structure. J.R.D’s energetic persona, weekly cross-company director’s meetings and network of inter-corporate shareholdings created synergy. J.R.D’s chairmen under his influence managed their companies in parallel to one and other but within the Tata philosophy of professionalism and ethical business practices. J.R.D never micromanaged and the result was that Tata business were successful and on a level above all other home-grown businesses in Tata’s wheelhouse. J.R.D is what held the companies together and success was the result. Ratan Tata, the son of one of J.R.D’s cousins was shy and came back in 1962 after working in the United States as an Architect. In 1981 he became chairman of Tata Industries Limited (TIL) which he was tasked to turn from a small company to a Group strategy think tank. Ratan assembled a “Tata Strategic Plan” in 1983 which placed the group’s potential for growth in four areas advanced electronics, biotechnology, advanced materials, and alternative energy. Ratan did not find it advantageous...
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...Executive Summary The aim of this report was to assess the Corporate Social Responsibility (CSR) of the chosen organization in according to the two given ethics theory, which is Shareholder Value Theory, and Stakeholder Theory. Nike Inc., the chosen company had implement the CSR practices in many of its business activities especially in its product design. Nike Inc. had preserved some serious ways of processing and promoting the CSR as they appreciate about the importance and the benefits of it. Nike Inc. had implement the business theory of shareholder value theory in, allowing the company’s shareholders been satisfied by the performance of the company and at the same time being the customers favorites which clearly indicates that the organization heading towards the right path. And at the same time, the Nike also implement the stakeholder theory whereby, the company includes the element of moral and values in its organization management in very healthy and innovative ways. This report also identifies how serious does Nike desirably tend to implement both of these theories in the company business practices. This reports also discussed few recommendations that can be implemented by the Nike Inc. in its practices to enlarge the CSR influence in its business practices. Improve labor practices, uses better and more nature resources and also emphasizing more on safety and healthy concern are few of the proposition that been highlighted in this report. This report clearly classifies...
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...Marketing Management 555 Corporate Societal Marketing: Much More Than Sponsorship of Non-Profit Organisations Unit: Marketing Management 555 Assessment: Assignment 2 – Individual Research Paper Lecturer: Astrid Fackelmann Due date: 14 March 2012 Word Count: 3769 words (includes in-text referencing) Student: Tracey Piani Student Number: 08801476 Introduction Consumers increasing awareness and concern for environmental and social issues, over the past two decades, has lead to significant changes in business relationships between the non-profit and for-profit organisations (Polonsky and Speed 2001; Till 2000). Marketing research indicates consumers increasingly reward or intend to reward companies, whose business practices encompass environmental and social issues, prompting corporations to move beyond simply donating to worthy causes to seek out mutually beneficial relationships with non-profit organisations (Till 2000; Wymer and Sargeant 2006; Wymer and Samu 2009). With seventy- five percent of consumers indicating they would switch brands to a company involved with a charitable cause, if price and quality are equal, corporate giving, regardless of its form makes good business sense (Till 2000). Corporate giving is now considered a competitive resource and important marketing tool, with corporate executives proactive and strategic in their donation tactics, addressing their corporate social responsibility objectives...
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...BRANDING STRATEGIES SEMINAR PAPER PRESENTED TO SPP SPTM, NMIMS In Partial Fulfillment of the Requirement for the Degree BPharm + MBA (PharmaTech) Presented by POOJA KAPADIA A017 YEAR: 2011-2016 TABLE OF CONTENT SR. NO. | PARTICULARS | Pg NO. | 1. | ACKNOWLEGMENT | 2 | 2. | ABSTRACT | 3 | 3. | INTRODUCTION TO BRANDING STRATEGY | 4 | 4. | PRODUCT BRAND STRATEGY | 6 | 5. | MARKERS MARK BRAND STRATEGY | 9 | 6. | ENDORSING BRAND STRATEGY | 9 | 7. | UMBRELLA BRAND STRATEGY | 10 | 8. | SOURCE BRAND STRATEGY | 12 | 9. | CASE STUDY | 13 | 10. | CONCLUSION | 18 | 11. | REFERENCE | 19 | ACKNOWLEDGEMENT The success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely fortunate to have got this all along the completion of my seminar paper. ABSTRACT Branding is an integral part of business for building process. Large corporations spend millions of dollars building their brands. Brands have become the most valuable asset for any enterprise, essential zing the knowledge, the art, the science, and the work for each person in each work day, making them the symbol of much that has a good, true and beautiful global economy. Brands began to enter beyond the corporate world. The impact of branding in the business building process of FMCG companies in India. It was witnessed two decades back. The Indian FMCG sector is the fourth largest sector in the economy with an estimated...
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... Positioning 8 6. Implementation Plan 9 6.1. Marketing Organization 9 6.2. Activities, Responsibility and Timeline for Completion 9 7. Evaluation and Control 11 7.1. Financial Analyis 11 7.2. Market Share Analysis 11 7.3. Evaluation Analysis 12 References 13 Strategic Plan and Focus Section References 13 Appendices 15 Executive Summary 1 Introduction Marriott International is a global hospitality company that operates and franchises hotels and lodging facilities. The company primarily operates in America, Europe, Africa and Asia-Pacific. It is one of the leading lodging companies with more than 3,700 properties in 73 countries and territories worldwide. The company with its global presence and strong brand recognition is a formidable player in the international lodging market. Environment Analysis Marriott has been at the forefront of the hospitality industry since 1927. The company that began as a nine-seat A&W root beer stand is recognized today as a top employer and for its superior business operations, which it conducts based on five core values: put people first, pursue excellence,...
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...Scotland, UK Abstract Purpose – Examines the application and nature of parenting advantage within the context of luxury fashion conglomerates principally as a means of understanding the synergistic benefits that accrue as a result of brand consolidation within the sector. Design/methodology/approach – Derived from company annual accounts, market analysts’ reports and other secondary sources, the paper delineates and evaluates the ten-year renaissance of Gucci brand from a company on the verge of bankruptcy to its emergence as the world’s second largest luxury group. Findings – Through the identification of intra-business group synergies, it is clear that the transference of brand management expertise and competence is the principal dimension of parenting advantage in the Gucci Group. Originality/value – From an examination of the Gucci Group’s brand management strategy, resource investments and business development activities, the paper proposes a model of the luxury fashion brand. This multi-dimensional model identifies the components of the luxury fashion brand, locates their inter-connections and illustrates how these collectively can provide and sustain advantage within this highly competitive sector. Keywords Fashion industry, Premier brands, Brand awareness Paper type Conceptual paper International Journal of Retail & Distribution Management Vol. 33 No. 4, 2005 pp. 256-270 q Emerald Group Publishing Limited 0959-0552 DOI...
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...Industrial Marketing Management The establishment of industrial branding through dyadic logistics partnership success (LPS): The case of the Malaysian automotive and logistics industry Nor Aida Abdul Rahman a,⁎, T.C. Melewar b,1, Amir M. Sharif c a b c Universiti Kuala Lumpur, Malaysian Institute of Aviation Technology (UniKL MIAT), Lot 2891, Jalan Jenderam Hulu, 43800 Dengkil, Selangor, Malaysia The Business School, Middlesex University London, The Burroughs, Hendon, London NW4 4BT, United Kingdom Brunel Business school, Brunel University, Uxbridge, Middlesex, UB8 3PH, United Kingdom a r t i c l e i n f o a b s t r a c t Logistics partnerships across dyadic and triadic relationship networks have been the basis of extensive research in the extant literature. It is well understood that competitive advantage within logistics and distribution and within supply chains are driven by value-adding aspects of not only the core competencies of each tier in the network, but also via tangential supporting factors. It is also well understood that there is a strong relationship between logistics and distribution and marketing functions, particularly in product-based organisations. In addition to deepening our understanding of how successful partnerships throughout the source– make–deliver continuum can be optimised, this research also seeks to identify how a supporting element in terms of industrial branding and marketing can lead to relational sustainability. Hence, this paper...
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