... Name: D Vinit Kumar ------------------------------------------------- Roll No: UEMF15008 Problem’s faced: * Although Tesco has a 26.7% of market share, competitors are always one step behind. * Having the grocer giants (ASDA and Sainsbury’s) that have online delivery services as well as offline retail stores, market was packed and there was an opportunity and need of expansion in other areas. * Retail price Maintenance (RPM) system had restricted Retailers from pricing goods below a price agreed upon with the suppliers. Tesco were not able to compete on price with small retailing outfits. * In 1970, the customer were no longer price conscious and were looking for more costly and luxury merchandise due to which the company had to rethink its pricing strategy. * Tesco found out that around 25% of its customers, who belonged to the high income bracket were defecting to rival Marks & Spencer. * Tesco customers were not happy with in-store stands that displayed candy. These stands attracted children, who forced their parents to buy the candy. Similarly, many customers did not like off-shelf displays that were aimed at fueling impulse purchases. * The price followers in the UK market are about to become aggressive investors in price.With both ASDA and Sainsbury’s committed to price leadership, this could result in a step down in...
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...review chapters 11-21 Multiple Choice Identify the choice that best completes the statement or answers the question. ____ 1. A new-product strategy: a. | links the new-product development process with the objectives of the marketing department, the business unit, and the corporation | b. | is part of an organization's overall marketing strategy | c. | specifies the roles new products play in the organization's overall plans | d. | describes the characteristics of products the organization wants to offer and the markets it wants to serve | e. | is accurately described by all of these | ____ 2. The first stage of the new-product development process is: a. | screening and concept testing | b. | establishing the new-product strategy | c. | exploring opportunities | d. | developing a business analysis | e. | the building of a prototype | ____ 3. A manufacturer of office furnishings is finding it difficult to compete with cheaper imported merchandise. Which of the following is a potential source of new-product ideas that would allow it to compete more effectively? a. | current retailers who carry the manufacturer's equipment | b. | its foreign competitors | c. | the company's employees | d. | customers who have requested its catalogs | e. | all of these | ____ 4. Which of the following stages of the new-product development process is the first filter in the new-product development process and serves to eliminate new-product ideas...
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...The theory of customer service is based on identifying and satisfying your customers' needs and exceeding their expectations. A company must be totally committed to delivering consistently high standards of service to gain and retain customer loyalty. Everyone from top management on down must be tuned into what the customer wants. Creating a customer service culture within a company can help build success. Customer satisfaction and loyalty are inextricably linked to the quality of customer service and, ultimately, to the company’s profitability. The customer plan is well-found with perception of Vision and Mission of Internal and External Customers. According to (Chris Adalikwu,(2012) Mission Statement The mission of Cree’s Customer Service function is to always convey a passion for the customer and to consistently deliver the best service experience. Statement of Work Customer Service is any activity provided by a Cree employee that enhances the ability of a customer to realize the full potential value of a Cree product or service before and after the sale is made, thereby leading to Customer Satisfaction and repurchase. Customer Service Principles * Recognize the importance of all customers and the role every Cree employee plays in influencing the customer's perceptions. While impacting these perceptions, be professional, reliable, credible, responsive and friendly. * Communicate promptly and honestly and via the customers’ choice of medium. Try to be brief and...
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...Fixed costs do not vary with the scale of operations, and will be incurred even if the flight is cancelled. Examples of fixed cost are the rental cost of leased planes, which is time- but not operations-sensitive, and general administrative costs such as salaries. Constant costs, which cease if the flight is cancelled but are invariant to the volume of traffic carried, are also high. Examples of constant costs are the subsistence allowance paid to the cabin crew, and landing fees, which do not depend on the number of passengers, but will not be incurred if the flight is cancelled. Variable costs, which vary with the volume of traffic carried, have traditionally been quite low in the airline industry. They include ticket commissions, baggage handling, and cabin amenities including food and beverages, among other passenger-related costs. With the recent spate of cost cutting, where ticket commissions to travel agents have been eliminated by the major airlines (with the exception of Southwest Airlines), a cap of $100 commission on international flights, and drastic reductions in the quantity and quality of meals, variable costs have gone down. To counter the effects of the September 11, 2001 terrorist attacks, U.S. airlines have reduced fares to lure back lost passengers. As a result, load factors for 2002 are estimated to be around 72 percent, but the breakeven passenger load factor has risen to 81 percent, so losses for 2002 are estimated at $9 billion. (3) Thus there is...
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...by Sanchai Khammaha (5849102) STRATEGIC MARKETING MANAGEMENT (MGMG 508) Marketing Basics The Marketing Frame Work Customers SITUATION ANALYSIS (5Cs) Company Competitors Collaborators CREATING VALUE (STP) Targeting Segmentation Product Climate Positioning CAPTURING VALUE (4Ps) Place Price Promotion SUSTAINING VALUE (CRM) Customer Acquisition Custormer Retention PROFIT Situation Analysis (5Cs) Analyze market situation → Consider internal and external factors → identify opportunities, threats 5Cs framework 1. Company – What is the firm’s competency? → SWOT 2. Customers ื้ – Who are they? Market Size? (Maybe Consumer ≠ Consumer; แม่ซอ ผ ้าอ ้อมให ้ลูก) 3. Competitor – Who are serving the same needs (Direct & Indirect) 4. Collaborators – Supportive network 5. Climate/Context – Environmental, Market (Political, Economic, Social impact, Technology) Create Value (STP) Identify the various market need and select one or more to develop the positioning for the product (There are 3 Steps). 1. Segmentation – Grouping consumers with similar needs. o Demographic → Personal attributes such as age, marital status, gender, ethnicity, sexuality, education, or occupation. o o o Geographic → by country, region, state, city, or neighborhood. Psycho-graphic → by personality, risk aversion, values, or lifestyle. Behavioral → by how people use the product, how loyal they are, or the benefits that they are looking for...
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...change in quantity sold Percentage change in Price Competition- is the rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, distribution, and promotion. Collecting and Using Competitive Price Data Most retailers routinely collect price data about their competitors to see if they need to adjust their price to remain competitive. Competitive price data are typically collected using store personnel, but pricing also are available from business service providers. Reducing Price Competition Retailers attempt to reduce rice competition by utilizing some branding strategies. Legal and Ethical Pricing Issues * Price Discrimination- occurs when a retailer charges different prices for identical products and or/ services sold to different customer. Price Discrimination between retailers and their customer are legal. * Predatory Pricing- arises when a dominant retailer sets prices below its costs to drive competitive retailer out of business. * Resale Price Maintenance-Vendors set Manufacturer Suggested Retail Price (MSRP0 prices to reduce retail price competition among retailers, eliminate free riding, and stimulates retailers to provide complementary services. * Horizontal price Fixing- It involves agreement between retailers that are indirect...
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...Resellers Benefits of Becoming a Reseller Reselling new products to an existing customer base is a quick and easy way to grow your business and maximise the revenue potential for each existing customer. Adding new products or services to your business can help you win new customers and expand into new territories. An expanding business portfolio increases value benefits for all customers and increases customer satisfaction experienced, encouraging repeat sales and loyalty. If you are considering starting a business can you become a reseller of a product or products that have already been researched and developed significantly reducing your capital outlay and risk. If you are a small business or are starting out in business you can resell products for larger companies that have the resources to support and maintain them after the point of sale enabling you to increase your revenues without increasing your ongoing work load. The ability to resell products or services online with out the need for stock or premises means makes it possible to start as business as a reseller from home with virtually no risk or investment. By finding merchants on The Reseller Network you may be able to resell for international companies at better rates enabling you to maximise your revenue. The cost of marketing to generate product and brand awareness is reduced by the collaboration of reseller partnerships promoting the same products or services. How to become a reseller Register as a reseller with...
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...Term paper in Service Management Revenue Management: does it work for event providers? Contents 1 Introduction 1 2 Theory 1 2.1 Definition 1 2.1.1 Literature Review 2 2.1.2 Working Definition of Revenue Management 3 2.2 Criteria for Applications 3 2.3 Implementation of Revenue Management 5 2.3.1 Objectives for Establishing Prices 5 2.3.2 Pricing Strategy 5 2.4 Methods of Revenue Management 6 2.4.1 Price Discrimination 6 2.4.2 Capacity Control 8 2.4.3 Overbooking 9 2.4.4 Dynamic Pricing 9 3 Case „Theater Hagen“ 10 3.1 Review of the criteria for application 10 3.2 Description of used methods 11 4 Conclusion 13 5 Reference 14 List of figures 1.1 Interdependence between criteria....................................................................4 1.2 Criteria for market segmentation.....................................................................7 1.3 Theatre hall plan...............................................................................................11 1.4 Pricing table......................................................................................................12 Introduction Revenue Management is pioneered by American airlines and is in practice since the “Airline-Deregulation-Act” from 1978. Since this act the airlines are free to set their prices the way they want to. Most of the airlines used this new opportunity to take advantage of their customer’s different levels of price...
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...Introduction The strategy cost involved in setting up a business that provides a customer service, market service of setting a business of a product. In this paper, we discussed the comprehensive analysis of the existing product on the market, then indicating my own business analysis that fits in the existing market. The paper also discussed the financial information of the existing product and a new product. The paper also highlights the vital role playing by the product owner in setting a business. The paper also includes and take into consideration of having new business strategies in finding new clients, keeping existing clients and long-term planning to develop a sustainable product. In last, the paper concludes by providing the recommendations for the launch of new product. Background Unique Tea is a flavored tea that will be launched in the UK market. The product is of a unique colour that is meant to stand out, and the taste is meant to give the consumer a fruity taste. The serving of Unique Tea is ideal when it is cold and fresh In essence, the purpose is to come across as a refreshing drink. To this end, the production of Unique Tea includes the use of natural fruits and extracts from naturally occurring organic elements. The marketing strategy for Unique Tea highlights the organic and Rainforest friendly nature of Unique Tea’s production process. Comprehensive Analysis [pic] Following are the market share of the existing companies of Tea bags....
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...BACHELOR OF BUSINESS (MANAGEMENT) [pic] MKTG1199 MARKETING PRINCIPLES PRACTICAL ASSIGNMENT – MARKETING PLAN [pic] ‘WORK HARDER, PLAY SMARTER’ LECTURER: ONG CHIN CHOO GROUP MEMBERS: |Cheong Shu Juan |3320564 | |Gayathiri Chandran |3321634 | |Lim Zong Da |3321074 | |Ong Cindy |3320646 | |Quak Mei Juan |3320700 | |Tay Tristan |3320943 | Executive Summary Research In Motion (RIM), the company behind BlackBerry has gained a reputable position in global wireless innovation through the introduction of the BlackBerry solution in 1999. BlackBerry products and services are now used by millions of consumers globally to stay connected. The BlackBerry product line includes the Playbook tablet, the award-winning BlackBerry smartphone, software for businesses and accessories. BlackBerry hopes to gain more awareness from the consumers in Singapore and increase existing market share. In this proposal, we will discuss about BlackBerry’s market size, structure and potential as well as the macro-environmental trends, which consist of external factors that affect the sales revenue of the Playbook. This report consists of SWOT analysis for Playbook and its competitors Apple iPad 2 and Samsung Galaxy Tab 10.1...
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...Marketing Plan for Above the Rest Arnita McCoy-Dhaamin Dr. Benjamin Bao MKT 500-Marketing Management March 15, 2012 Executive Summary Above the Rest (ATR) is a professional staffing agency specializing in providing only veterans candidates for employment in the workforce. ATR Staffing will serve two distinct customers, companies requiring employees and veterans looking for employment. ATR Staffing will be based in Metro Atlanta, Georgia, but can supply qualified candidates to any location. With the projected increase of veterans exiting the military, there will be a great opportunity not only to assist veterans in acquiring employment but to also assist in supporting President Obama’s initiative of putting veterans to work. Above the Rest will provide candidate for employment positions ranging from skilled laborers to corporate management. Although based in Atlanta, ATR Staffing will look to expand its services into other states and globally after building a large enough market share to support the expansion. Any new expansion will be strategically located in cities with access to large retired and prior service military populations such as Washington, DC, Virginia, San Antonio, TX and Germany. The products that ATR Staffing Agency will offer for purchase will be educational classes that focus on issues that can preclude prior military members from being successful in the workforce, intermediate level computer classes, salary negotiation classes, and a professional...
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...Chapter 9 Product: anything that is of value to a consumer and can be offered through a voluntary marketing exchange * includes: services, ideas, people, goods, organizations, people, communities Product Assortment & Product Line Decisions * Product assortment (product mix): the complete set of all products offered by a firm * Product lines: groups of associated items such as those that consumers use together or think of as part of a group of similar items * Product category: an assortment of items that the customer sees as reasonable substitutes for one another * Brand: the name, term, design, symbol, or any other features that identify one sellers good or service as distinct from those of other sellers * Product line breadth: the number of product lines, or variety, offered by the firm * Product line depth: The number of categories within a product line * Stock keeping units (SKUs): individual items within each product category; the smallest unit available for inventory control * Category depth: the number of stock keeping units (SKUs) within a category Change Product Mix Breadth * Increase: to capture new or evolving markets, increase sales, and compete in new venues * Decrease: to address changing market conditions or meet internal strategic priorities Change Product Mix Depth * Increase: to address changing consumer preferences or pre-empt competitors while boosting sales or to serve new target segments...
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...Dynamics CRM CASE 2 VIDEO CASE Systems SUMMARY: Evolution Homecare used Microsoft Dynamics CRM to improve delivery of its home health services. Benefits have included productivity improvements, enhanced inventory management, better resource planning, and more effective reporting. L= 5:14 URL http://www.youtube.com/watch?v=JgCz9tfcXV0 CASE For people with serious illnesses, many procedures must be performed in medical facilities like hospitals and skilled nursing homes. But it is also possible to deliver medical-related services in a home setting using a home health-care service. In most cases, it is much more economical to be treated at home, and recent studies show that patients receiving healthcare services who are surrounded by their family and friends make faster progress. Home health care may include skilled nursing in addition to speech, occupational and physical therapy. It also includes monitoring the patient’s prescriptions and sometimes assistance with household chores. In the United Kingdom, Evolution Homecare is a leading provider of home health-care services, with special expertise in the supply and administration of critical medicines to patients in their homes. Evolution Homecare is part of the Celesio Group, which is one of the leading trading companies and service providers within the pharmaceutical market worldwide. The company services the entire United Kingdom. continued Chapter 9 , CASE 2 EVOLUTION HOMECARE AND MICROSOFT DYNAMICS CRM 2 Evolution’s...
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...Marketing Strategies Compiled by By Prof. Kalim Khan Prof. Kalim Khan Table of Content Table of Content 1. CUSTOMER RELATIONSHIP MANAGEMENT...................................................................3 2. SEGMENTATION, TARGETING, POSITIONING & PRODUCT DIFFERENTIATION...............4 3. PRICING STRATEGIES.................................................................................................10 4. ADVERTISING STRATEGIES........................................................................................17 5. DISTRIBUTION STRATEGIES.......................................................................................21 6. NEW PRODUCT DEVELOPMENT..................................................................................31 7. MARKETING STRATEGIES FOR MARKET LEADERS AND CHALLENGERS .....................39 8. GENERIC STRATEGIES................................................................................................43 9. PRODUCT LIFE CYCLE................................................................................................47 10. PORTFOLIO BUSINESS PROFILE AND BUSINESS ASSESSMENT MATRICES................49 LIFE CYCLE STAGE........................................................................50 Figure 1 Portfolio Business Profile Matrix..........................................................................51 MARKET ATTRACTIVENESS.......................................................................51 Figure 3 Growth-Share Matrix...
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...Table of Contents Section Title of Section Page(s) I. Executive Summary 2 II. Brief History of Microsoft Corporation 2 III. History of Microsoft Customer Relationship Management Software 3 A. Timeline 3 B. Additional Information on MS-CRM Dynamics 2011 3 IV. Common Business Issues 3-6 V. Proposed Solution 6-7 VI. Recommendations for Executive Committee 7-8 VII. Attachments 8-15 A. References 8-9 B. Supplemental Materials 9-15 I. Executive Summary Especially true in today’s global economy, time is money and cost is the most volatile aspect of management. Efficient software solutions are an integral aspect of forward-thinking organizational management. The top competitors to Microsoft in the Customer Relationship Management (CRM) sector are Oracle and SalesForce.com. This document will analyze deploying Microsoft’s CRM solutions in any company wishing to maintain a competitive advantage in the current economy and technological realm. II. Brief History of Microsoft Corporation As can be read in an analytical Excel document we created in August of 2011: In 1975, Gates and Allen form a partnership called Microsoft. Like most start-ups, Microsoft begins small, but has a huge vision—a computer on every desktop and in every home. In June 1980, Gates and Allen hire Gates’ former Harvard classmate Steve Ballmer to help run the company. Starting with a new operating system named "MS‑DOS," their hard work revolutionized daily office work into what will eventually...
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