...SUMMARY: Surf excel has been following the Unilever’s message i.e. add vitality to life. Similar is with surf excel. In the beginning Surf Excel was facing competition from Ariel, the product of P&G. but very soon with the tagline “Dirt is Good”, Surf Excel was successful in regaining its market leadership. It soon emerged back as the dominant detergent of the country. The product is decided by matching the marketing insights with the local insights. The marketing report of the brand should match the region’s attitude so that the product can fulfill and satisfy the customer’s need and expectation. The packaging is designed in such a manner that it should it is able to create a Recall value among the prospective customers. It should stand out among its competitors because majority of the purchases are impulsive buying’s. Price is decided as per the economic situation and spending pattern of the target market. Distribution pricing strategy is determined in such a way so as to suit all forms of trade (GT, LMT, and IMT) along with customer’s purchasing power. Promotion was the most important ingredient in the revival of Surf Excel. The event Paint Masti created a name of the brand. Relaunch of the Surf with the tagline “Dirt is Good” helps in differentiating the product, because all other brands are still focusing on the fact that dirt is bad. The selection of place to communicate the brand’s message is a crucial process. The team of Surf Excel chooses the most...
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...I. Executive Summary STO super Mart would be able to identify what are the strategies or objectives that need to be formulated in order to successfully compete within a given intensified compensation in the supermarket industry. In practice, the effective of a right strategy depends on the ability to outperform the business or gain a competitive advantage. This can only be achieved by having a proper mechanism to monitor, evaluate and control the strategies that have been selected. The globalized forces and marketing stimulus, customer’ behavior is now shaped towards having a planned weekly or monthly shopping from supermarket. This would be real opportunity for supermarket lie STO supermarket which provides more than one stop shopping for customers to save their valuable time spent on shopping from different supermarkets or corner shops. The political instability in male emphasizes more on saving their items. However, STO super mart practicing the concept of customer’s orientation in every service customer. As both macro and micro environment is very dynamic, the strategies need to be continuously revised based on it in ordered to succeed. Some of the strategies such as introduction of price checker and self-checkout system need to monitored and controlled well when compared to other strategies II. About STO Super Market People’s Choice Supermart was established in July 1991, with the intention of providing an inexpensive mode of shopping by introducing the concept...
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...The customer perceived value of supermarkets: Customer perceived value (CPV) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives (Kotler, 2003). Customers will buy from the firm that they see as offering the highest perceived value. There are various benefits that a person receives and he sacrifices something in order to achieve that. The first table takes in the interests received and sacrifices made while shopping at supermarkets. Benefits of visiting supermarkets | Sacrifices of visiting Supermarkets | Convenience/Accessibility -Extensive range of products and services-Ample amount of stores present-24x7-Mobile apps, discounts and freebies-Smooth access to pedestrians and vehicles | Monetary-Cost of buying the goods-Cost of going to the supermarket | Monetary -Economical Prices-Coupons and discounts-Saving schemes | Effort -Time taken to travel to the supermarket-Queueing and locating the product | Quality -Large brands have certain quality standards before being imported. -Goods have certain quality standards approved by the ministry | Health-Products may cause a hazard to people while consuming-Stress in queueing-Products might contain harmful contents | Social-Sense of pride while buying branded goods.-Benefits the person’s psychology for shopping at big brands | Social-Psychology of people shopping at cheaper stores | Opportunity-Ease of accessibility-Small...
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...Managing Strategy 1 Amazon STRATEGIC ANALYSIS OF AMAZON Submitted for: MBA IN MS (MANAGING STRATEGY) TUTOR: PAUL ANDERSON SUBMITTED BY: C0411672 Managing Strategy 2 Amazon CONTENTS Title..................................................................01 Contents....................................................... 02 Introduction.................................................03 Section 1 Current strategic position......................04 Macro environment.................................... 04 Micro environment......................................07 Strategic Capabilities................................10 Section 2 Current and Future strategy..................13 Bowman’s strategy clock.........................13 Section 3 Implementation issues............................... 16 Cultural web................................................16 Kotters 8 step theory................................18 Conclusion....................................................21 Reference list..............................................22 Appendix..........................................................30 Managing Strategy 3 Amazon INTRODUCTION Amazon is an e-commerce platform based organisation established in 1995 by Jeffrey P. Bezos. Amazon.com is based in Washington, United States. Amazon is recognised as customer centric e-commerce organisation giving wide varieties, low price offers and convenience to its customers by offering services virtually. ...
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...Five Forces Model In any given industry, when a firm is being analyzed the analyst must first review the potential profits of each of the industries in which their particular firm is competing within. Due to the fact that the diversity of each industry will change in a somewhat predictable manner over a period of time when a certain event may happen in the economy the analyst need a way to predict what the outcomes are going to be. There is a model that we refer to do just this, it is known as the “Five Forces Model” and it shows the influence of industry structure on profitability. The model is made up of two main components: The first one is the degree of actual and potential competition, which consists of the rivalry among existing firms, threat of new entrants, and the threat of substitute products. The second one is the bargaining power of input and output markets; made up of the powers of buyers and suppliers. Together these five forces can help predict the industry’s profitability and be able to classify the important factors of Colgate- Palmolive. Within the five forces there is a high and low end that must be applied to each of the forces to determine the volatility and to what extent each force affects a firm within the industry. These five forces help an investor understand how and by how much, different factors that could happen in an industry would affect the firm. The following table shows a summary of the highs and lows within the personal product industry...
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...Statements on Management Accounting BUSINESS PERFORMANCE MANAGEMENT TITLE Implementing Integrated Supply Chain Management for Competitive Advantage CREDITS This statement was approved for issuance as a Statement on Management Accounting by the Management Accounting Committee (MAC) of the Institute of Management Accountants (IMA® IMA ). appreciates the collaborative efforts of the Finance Business Solutions Group at Arthur Andersen LLP and the work of Dr. C.J. McNair, CMA, of Babson College, who drafted the manuscript. Published by Institute of Management Accountants 10 Paragon Drive Montvale, NJ 07645 www.imanet.org All rights reserved IMA Publication Number 00352 ISBN 0-86641-282-4 Special thanks go to Randolf Holst, CMA (Canadian), Manager of Knowledge Creation at Arthur Andersen, for his continuing oversight during the development of the Statement. IMA thanks the Consortium for Advanced Manufacturing-International (CAM-I) for their support in the development of this SMA. IMA is also grateful to the members of the Management Accounting Committee for their contributions to this effort. Copyright © 1999 in the United States of America by Institute of Management Accountants and Arthur Andersen LLP Statements on Management Accounting BUSINESS PERFORMANCE MANAGEMENT Implementing Integrated Supply Chain Management for Competitive Advantage TABLE OF CONTENTS I. Rationale . . . . . . . . . . . . . . . . . . . . . . . 1 ...
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...Statements on Management Accounting BUSINESS PERFORMANCE MANAGEMENT TITLE Implementing Integrated Supply Chain Management for Competitive Advantage CREDITS This statement was approved for issuance as a Statement on Management Accounting by the Management Accounting Committee (MAC) of the Institute of Management Accountants (IMA® IMA ). appreciates the collaborative efforts of the Finance Business Solutions Group at Arthur Andersen LLP and the work of Dr. C.J. McNair, CMA, of Babson College, who drafted the manuscript. Special thanks go to Randolf Holst, CMA (Canadian), Manager of Knowledge Creation at Arthur Andersen, for his continuing oversight during the development of the Statement. IMA thanks the Consortium for Advanced Manufacturing-International (CAM-I) for their support in the development of this SMA. IMA is also grateful to the members of the Management Accounting Committee for their contributions to this effort. Published by Institute of Management Accountants 10 Paragon Drive Montvale, NJ 07645 www.imanet.org IMA Publication Number 00352 Copyright © 1999 in the United States of America by Institute of Management Accountants and Arthur Andersen LLP All rights reserved ISBN 0-86641-282-4 Statements on Management Accounting BUSINESS PERFORMANCE MANAGEMENT Implementing Integrated Supply Chain Management for Competitive Advantage TABLE OF CONTENTS I. Rationale . . . . . . . . . . . . . . . . . . . . . . . 1 II. Scope . . . . . . . . . . . . . ...
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...P A R T I Discovering Momentum 1 1 The Power of Momentum Where’s the Impetus? Momentum. Most businesses get it at some point: the impression that everything they undertake succeeds effortlessly, as if they’re being carried along by a tailwind that increases their efficiency and propels them on to exceptional growth.1 Some hold on to it. Most don’t. Slowly, imperceptibly, the tailwind turns around and the momentum disappears, without anyone quite realizing what has happened. The company is still growing, but not as strongly as before, not as efficiently. Everyone’s maxing out, but it seems like there’s molasses in the works. Sound familiar? Sooner or later, it hits you in the face. Imagine you are meeting up with a senior analyst whose opinion counts with some of your company’s biggest investors. You think you’re on safe ground—after all, your company is doing better than the competition. But the analyst is in full gimlet-eyed, illusion-killing mode. “That’s nothing to crow about,” she says. “Yeah, you’ve got reasonable growth, but it’s nothing exceptional. You’re a safe bet, nothing more. Okay, I might tell my mom to buy, but 3 The Momentum Effect then she’s happy with inflation plus one. The way we see it, you’re really grinding it out. We reckon the strain’s getting harder, too. There’s no impetus—no momentum.” Words like that can really take the gloss off a day. The next time you gather your team, you don’t congratulate them on beating their targets—you...
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...* 1.0 EXECUTIVE SUMMARY Gillette has been the leading brand in men's grooming industry across the globe. With its wide range of products caters to the premium segment of the men's grooming market. It faces intense competition in the toiletries market whereas the competition in the razor market is not that intense. This case study aims at identifying the problems faced by Gillette in the toiletries market. We have suggested a plan for Gillette toiletries along with other suggestions for Gillette to face the competition in the near future and the long run. 2.0 SITUATIONAL ANALYSIS Of Gillette's recent moves, by far the riskiest is the toiletries line. Gillette's track record there is spotty, with successes in the 1960s and 1970s followed by a series of disappointments, such as a failed foray into European women's toiletries in the 1980s. But Gillette's strength is with men, and executives are convinced they can use their strong brand name as an umbrella for a wider range of men's products. The line includes 14 items, notably pre- and after-shaves and a gel shaving cream. The most innovative product: a gel-based deodorant that will roll on using a patented, sieve like delivery system. Will it work? Many outsiders are sceptical, citing Gillette's sorry record in toiletries. Besides, competition has become very stiff in the once fragmented men's toiletries business. Procter & Gamble now owns Old Spice and Noxzema, Colgate bought Mennen, and Unilever grabbed Faberge's...
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...CHAPTER 12 Implementing Strategy in Companies That Compete in a Single Industry SYNOPSIS OF CHAPTER Chapter 12 examines how managers can best implement their strategies in single-industry firms in order to achieve a competitive advantage and superior performance. First, the main elements of strategy implementation—structure, control systems, and culture—are analyzed in detail, focusing on the way they work together to create an organizing framework. Then the chapter turns to the topic of using structure, control, and culture at the functional level to build distinctive competencies. After that, the chapter addresses the challenges of implementing the generic business strategies of cost leadership or differentiation in a single industry. The final section covers restructuring and reengineering, two strategies that single-business firms can use to improve corporate performance. The next chapter takes up where this one leaves off and examines strategy implementation across industries and across countries—that is, implementing corporate and global strategy in firms that compete in more than one industry. TEACHING OBJECTIVES 1. Introduce the main elements of strategy implementation—structure, control systems, and culture—and their relationships to each other. 2. Demonstrate how structure, control, and culture can build distinctive competencies at the functional level. 3. Describe the use of structure, control, and culture in implementing a single-business firm’s generic business...
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...Case Study: Target Laval University 01/10/2013 To understand the struggles of Target during the economic crisis that started in 2008, one has to comprehend the relationship Target has with the biggest discount retailer in the United States; Walmart. The two stores are very often paralleled, so much that when one store is brought up, the other one is also brought up for a quick comparison. However, they still have one big difference in the fact that Target is considered to be more up scaled. Often described as “Cheap Chic”, the products at Target are of higher quality for a slightly higher price, while still staying affordable. Before the economic crisis, Target sales were always increasing and the business was growing at a faster rate than Walmart. Target’s profits and sales were increasing from one period to another, while Walmart was basically lagging; not decreasing in sales but not increasing neither. That situation alerted the biggest discount retailer so much that its top manager decided to change their marketing strategy and copy Target. They started to have more and more designer clothing and house furniture lines as well as more gourmet and organic food in its aisles. The well known “Always low prices. Always.” slogan was even changed to “Save money. Live better.” That new catch phrase was designed to take away the...
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...expanded their market to Korea, established Lotte Group to offer a modernized food industry and a high-standard lifestyle to their customers (Lotte Group 2012). Nowadays, Lotte has grown into a global company with offices in more than 50 countries worldwide, various sectors and approximately 4,700 employees (Lotte Co. Ltd. 2012). Food and Beverage is still the forte of Lotte Group and has a stable development in the global market especially Japan, China, Russia and Vietnam. In 2011, Lotte had earned ¥522.0 billion in total (Lotte Co. Ltd. 2012). Lotte entered Vietnam market with their forte – food and beverage. However, it is not until December 2008 that Lotte started investing into Vietnamese market, with the establishment of the first Lotte Mart in Ho Chi Minh City. In Vietnam, with KFC, Lotteria is the main player in fast-food franchising business (Tuoi Tre 2012). Lotte’s mission is to create high – quality services and products contributing to an abundant life for their customers through creativity exploration and challenge confrontation. PRODUCT DESCRIPTION According to Lotteria 2012, Lotteria is the leader in the Korean fast-food industry with 550 billion won sales in 2009. Firstly appeared in Vietnam in 1998, yet Lotteria is not popular till the entrance of bulgogi burger in 2004 (Lotteria 2012). According to Tuoi Tre 2012, Lotteria is the owners of more than 120 shops across the country, aiming to open 140 stores by the end of 2012. Entering Vietnam market, as the similarity...
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...directly from the tap, because it last longer, and the cost is lower compared to the pitcher. It even helps the customer get to know Brita and improve taste on water, and even evolution as a Brita customer, first the faucet system then the pitcher. Then how would we promote the faucet in order to differentiate it from the pitcher? Would the taste be also the main focus on our campaign? Or should we focus on health and bacteria? Even though public is not very aware of the bacteria issues on water. Another question is to launch the faucet filter with the Brita brand? I think it would be easier to introduce the faucet as part of Brita water systems. It would also improve brand image since we will be promoting innovation, and serving other customer’s needs positioning Brita as a more complete brand. Developing a...
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...chosen students to construct a campaign specifically for Wal-Mart stores to promote the sales of Glidden paint. Wal-Mart is one of the most prominent names in retail, while Glidden paint contributes a rich history of excellence in the paint market. Through both primary and secondary research methods our research provides information for the advertising campaign this following semester. Consumer demographics, purchasing habits, along with wants and needs, are all used to understand the potential market. Research on these topics is vital to the structure of effective advertising. By forming our focus groups we searched for deeper knowledge in the needs of paint shoppers and in the surveys we looked for more reasons people purchase paint and brand loyalty. We examined responses from painting professionals in order to compare results from nonprofessionals to see if these varied in any manner. The objective for getting into the Wal-Mart store was to pass out intercept surveys to the Wal-Mart shoppers. From the focus groups we found being able to match color, not having to apply many layers, customer service, quality, cost, and odor free are important to many shoppers along with word of mouth recommendations, however brand is not a concern. They believe adding jingles, and celebrities to a commercial will get people to buy the paint, and they would like to see design ideas incorporated. People shop at Wal-Mart because it has almost everything. People design and redecorate...
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...Executive Summary When you think of the discount retail industry there is no bigger name than Wal-Mart. Wal-Mart has built them into the industry leader in a very competitive market, and they continue to set the bar for every company. But as of late Wal-Mart’s sales growth rate has been slipping, which is causing a major problem for them. For the past few years Wal-Mart has grown accustom to double digit sales growth rates, but recently they have been unable to match their previous success. Now Wal-Mart is faced with the challenge of regaining the success that they once had. In order to recapture these high growth rates it is important to understand what lead Wal-Mart to these high growth rates in the first place. When analyzing Wal-Mart externally you find that its 5 forces tend to have a positive effect on the company. The company has high barriers of entry, a moderate threat of rivalry with Target and Kmart due to its expansion of super centers, and it’s...... Business strategy Business Strategy Analysis of Wal-Mart Sam Walton, a leader with an innovative vision, started his own company and made it into the leader in discount retailing that it is today. Through his savvy, and sometimes unusual, business practices, he and his associates led the company forward for thirty years. Today, four years after his death, the company is still growing steadily. Wal-Mart executives continue to rely on many of the traditional goals and philosophies that Sam's legacy left behind...
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