...Newspapers, books, television, radio, films, recorded music and popular magazines (Giddens, 1989, p.79) bring individuals into close contact with experiences of which we 'would otherwise have little awareness' (Giddens, 1989, p. 79). There are very few societies, in current times, even among the more traditional cultures, which remain completely untouched by the mass media. Electronic communication is accessible even to those who are completely illiterate, or in isolated areas of the world. According to Juredini and Poole, gender usually refers to the 'behavioural and attitudinal characteristics' as well as roles that are learned and derived from a 'particular cultural milieu' (2000, p.171). An important source of gender information in a consumer society is television. Despite some notable exceptions, for example 'Sesame Street', most television shows continue to portray males and females in stereotypical gender roles (Sigorelli, 1990, citied in Newman, 2000, p. 136). In a recent study of television...
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...system In the first 30 years after the founding of the PRC in 1949, China’s economic system was planned economy. In 1978, the household contract responsibility system was introduced in the rural area. In 1984, the economic restructuring shifted from the rural areas to the cities. In 1992, China established the socialist market economic system. Culture and Social Structure China’s history is more than 5000 years with diverse customs and traditions. Every ethnic group has its own culture, even some have their own languages and words. There are many dialects in China, and the main language is Mandarin. People’s tastes are varied as well. People from the South prefer sweet, people from the North prefer salty, while Eastern people like spicy and Western people like sour. Legislative System China's legislation includes the legislation of the National People's Congress and its Standing Committee, regulation making by the State Council and its relevant departments, as well as the legislation of ordinary localities, ethnic autonomous regions, special economic zones and special administrative regions. There are four categories of Taxation in China. a). A turn over tax system on business transactions, including: Value-added tax; Consumption tax; Business tax b). Taxes on income, including: Income tax for foreign investment enterprises and foreign enterprises;...
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...RUNNING HEAD: Avon Products Inc. Case Analysis Taking Sides Avon Case Analysis MGT/578 - Strategy Formulation and Implementation December 18, 2006 Introduction – In the spring of 2000, Andrea Jung, president and CEO since November 1999 at Avon Products, Inc., faced the strategic decision of developing a growth strategy for a 115-year-old company (Pearce & Robinson, 2004). Not only was Avon experiencing a shrinking growth rate, but its earnings over the past few years had only risen in the low-single digits. Jung realized that not only had stagnant sales contributed to this but other factors as well to include changes in consumer spending habits, and limited distribution capabilities. Jung envisioned a grand strategy to get Avon moving in the right direction again. Her objective was to partner with JC Penney and Sears department stores to introduce new products in conjunction with direct selling. She presented her grand strategy to the Avon Operating Council and a bimonthly meeting. As a team, we will debate on whether Jung’s grand strategy is properly focused and directed or not optimal and needs to be refocused along with our unanimous decision. Side 1: Jung’s grand strategy is properly focused and directed (along with evidence to substantiate the arguments) Corina Andrea Jung President and CEO of Avon Products, Inc. has put together a grand strategy that is focused on improved product innovation...
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...COVER LETTER SAMPLES Your Name Your Street Address City, State, Zip Date Employer’s Name Title Company Street Address City, State, Zip Dear Mr. or Ms. Last Name: Your opening paragraph should briefly introduce you and your interest in the company. If you are aware of a specific position or opening, refer to it now. This paragraph should also be used to mention the names of individuals you have met from the company (e.g., at the EIS, company event or other networking event), or the individual who directed you to this person. Cite other research that prompted you to write, such as a recent article on the company or a positive networking interaction. The last line in this paragraph should give a summary statement of who you are and why you are a strong fit for the position. Your middle paragraph (or two) should consist of specific examples from your background that would be of greatest interest to the company and consequently create the “notion of fit.” Do not just make broad generalizations about your skill set – any assertions about your skills have to be backed up with specific examples of how/why you have developed those skills. Focus on your skills and accomplishments and how they could contribute to the company, but do not simply restate what is on your resume. Demonstrate that you know about the organization and the industry. If you are a career changer, it is essential to clearly state your transferable skills from previous experience that directly...
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...present in a high growth market and could be shifted to a star position. The environmental analysis, through the use of the SWOT tool, led to a clearer vision of Coffee Mate’s areas of competence and the areas that have to be improved. Coffee-Mate’s is a strong brand with a large advertising budget providing quality (and healthy with Coffee-Mate Lite) products. These strengths appear to be useful for breaking Coffee-Mate’s bad image of distress and poor taste product. An analysis of the customer’s market segmentation, which divides the market in 5 consumers sections leads to a distinction between two different buying behaviours: • cost constrained consumers who base their buying decision on prices; and • a group of customers called “premium”, who are prepared to pay a premium price for quality products. These BCG, SWOT and customer segmentation tools provide information about the brand portfolio, its environment and its consumers. Such knowledge of the brand is crucial to be guided in the decision making process. Thus, in order to enhance the market leadership of Coffee-Mate, the followings decisions have to be taken: • set up a series of short term discounts, in order to attract the customers; • promote the qualities of Coffee-Mate in the TV...
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...franchises in convenience locations such as malls, airports and local neighbourhoods. These marketing strategies have proven to be effective, indicated by the company’s 7% increase in profit margins over the past 4 years. However, McDonald’s has strived to improve them with recent marketing initiatives with respect to the 4Ps. McDonald’s has begun to renovate its eateries, such as going from a plastic look, to a more brick and wood design in an effort to maintain a contemporary image. They have also decided to “re-image” themselves in their ads by incorporating a hip-hop theme with teen icons such as Justin Timberlake as a means to attract teenagers. Additionally, company has begun to offer healthier food products, such as oatmeal, given consumers are more health conscious. In light of McDonald’s recent efforts to improve its marketing strategies, they still face three pressing issues. Firstly, although the company has begun offering healthier food items, they are still high in fat, sugar and salt. This was confirmed in a study performed by Dr. Linda Schacter which found McDonald’s recent food offerings can still cause heart disease and kidney failure. Secondly, McDonald’s common marketing of products to children has resulted in a high degree of ethical scrutiny among the public. In the same regard, the firm’s product purchases from sources who contribute to deforestation has further decremented the company’s image. In fact Primary...
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...course will investigate and discuss the theory and techniques used to market to the world’s different shoppers and consumers in both developing and industrialized economies and countries. You’ll gain an understanding of how to market to shoppers and consumers based on the varied insights of each target group. We’ll focus on the “Consumer is Boss” and understand how to influence them at the “First Moment of Truth” when the shopper makes a purchase decision and at the “Second Moment of Truth” when the brand is actually used and the consumer decides if it delivered against the brand promise. The course will include a team project to develop collaboration skills but also to gain deep insights into a specific target group and product. Class participation and discussion will be an important factor in class success. Course Objectives: Students will gain insights into: 1) the behaviors of the world’s consumers; 2) how those differences come about due to differing national, ethnic, cultural, and demographic influences; 3) how certain companies have succeeded and failed at addressing those differences; and 4) how to develop business and marketing strategies and plans to successfully address those differences. Course Materials: We will use a book “The Marketer’s Toolkit” which you can purchase from Harvard or Amazon (it’s cheaper on Amazon). All the other articles/cases can be purchased through Harvard at a special link just for this course: http://cb.hbsp.harvard.edu/cb/access/11893894...
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...international business environment and how an effective international marketing strategy should be formulated. Topics for the course include an overview of the global business environment, influence of culture on consumer preferences and marketing strategy, effects of socio-economic and political factors on market analysis and marketing strategy, techniques of competitive analysis, logistical and supply chain considerations, and relevant government regulations on international trade. The learning strategy for this course will be based on a combination of class lectures, group discussions and presentations, and a group paper. Students are encouraged to contribute to the learning process by drawing on their professional and business experience in class discussions and projects. Learning outcomes in this course will include an understanding of the principles of international marketing, an appreciation of the relevance of politics, culture and international agreements to the conduct of international business, familiarity with the basic concepts of marketing and supply chain management, and an ability to produce an international marketing plan. II. METHOD OF EVALUATION: Mid-term exam Presentation of Assigned Case Study Group report on Assigned case study Group Project Presentation Written Group Paper 20% 10% 10%...
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...#1: Dr. Levitt’s theory of globalization vs. Douglas and Wind’s idiosyncratic theory Dr. Levitt suggests that the world is becoming a single, homogeneous market. Levitt stipulates that global corporations now operate “as if the entire world were a single entity” Levitt, p.13). In this market, all consumer needs and desires have boiled down to a basic want for products and services of the best quality and reliability, at the lowest price (Levitt, p.14). Technology is the catalyst for the development of this global market. Cross-cultural communication has allowed citizens from every country to view products and services offered in other areas, and, in turn, have developed applications for similar products. Levitt goes on to state, “the strategy of standardization not only responds to worldwide homogenized markets bot also expands those markets with aggressive low pricing” (Levitt, p. 16). The market differences presented by Douglas and wind are centered on the uncontrollable elements of international marketing (Cateora, p.11). Douglas and Wind discuss the importance of taking into consideration customer behavior, local competition, political and economic environments, as well as the overall marketing infrastructure of each individual country (Douglas and Winds, p.25). The authors agree that, in limited circumstances, global standardization may be appropriate. Products such as luxury items and industrial goods targeting well-to-do individuals are apt to be successful...
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...Weaknesses 11 Opportunities 12 Threats 12 MARKET SEGMENTATION 12 PRODUCT 13 Product Features and Quality 13 1. Core Benefit: 13 2. Basic Product: 14 3. Expected Product: 14 4. Augmented Product: 14 5. Potential Product 15 Services Mix and Quality 15 PRICE 16 DISTRIBUTION 16 PROMOTION 17 PROJECTED COSTS 19 PROJECTIONS 20 CONCLUSION 20 BIBLIOGRAPHY 21 APPENDIX 22 EXECUTIVE SUMMARY WebBacan is a company dedicated to deliver information technology aligned with marketing consulting to family-businesses in Ecuador. Ecuador is one of smallest countries in South America, with an Economy based mostly on exports of primary agricultural products such as bananas, oil, shrimp, and gold. Also, the country’s industry is most entirely focused to fulfill the domestic market (Wikipedia, 2012 ). Due to the country being behind a lot of other countries in technology innovation, it has a tremendous amount of businesses that are in need of technological and marketing consulting but don’t have the financial power and own workforce like large multinational firms to develop an IT and Marketing concept. Besides that, the country lacks of experienced and capable professionals that can deliver a...
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...purposes of informing a development-focused graduate student consulting project that employs GVC methodology. The first and second sections provide a brief overview of value chains, GVC governance theory and the relevant concepts for conducting a value chain analysis within a development context. The third section discusses GVC interventions and offers a case study of a successful intervention. At the end of this paper, the author offers a set of recommendations for a graduate level development capstone project that would focus on value chains. Introduction In today’s globalized world, the traditional concepts that were useful to understanding global integration such as comparative advantage and the role of multinational corporations in shaping trade and investment are no longer sufficient. That is, these concepts do not account for the fragmentation in the value chain or the fast-rising capabilities in places that are new to the capitalist global economy such as China, India, Russia and Vietnam. Since the early 2000s, a new framework - global value chain governance theory - seeks to understand the economic interests, social structures and competition and strategy that advance or obstruct productivity. This paper offers a review of the literature on the theoretical underpinnings and practical uses of GVC value chain governance theory for the purposes of informing a development-focused graduate student consulting project that employs GVC methodology. The first and second sections...
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...Kirin USA, Inc.: Ichiban Shibori BADM 7100 – Marketing Dr. Jianan Wu April 8, 2011 Kirin Brewery Limited founded over 100 years ago in Yokohama, Japan is the largest beer in Japan today. It is also the fourth largest beer firm in the world; however, almost half of its’ market share in 1990 was in Japan. Competitor Asahi entered the market with a super dry beer in 1987 unsettling the field. This new concept of a sharper, less sweet beer with a higher alcohol content appealed to heavy beer drinkers and was very successful in the Japanese market. Asahi overcame Sapporo rising to the title of number three brewer in Japan. Kirin’s answer to Asahi’s super dry beer was a new full bodied beer with no aftertaste called Ichiban Shibori. Sales response was very impressive and fueled Kirin’s interest in the U.S. market. First, the U.S. had a high proportion of import beers in their market, and second, Kirin was in second place behind Sapporo in the U.S. market. U.S. operations began in 1983, and Kirin USA, Inc. was born. At that time only 3% of the 184 million barrels of beer consumed in the U.S. was imported. In 1987, a 2% increase in imports coincided with a 3 million barrel consumption increase. This prompted agreements with Molson USA and Martlet to diversify their marketing campaign. Print media and radio spots were targeted in Los Angeles and New York City where the majority of Kirin’s U.S. customer base lived. Before and after recall tests confirmed what...
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...United Kingdom The impact on employment in EU-25 of the opening of electricity and gas markets, and of key EU directives in the field of energy Case study country report - UNITED KINGDOM and Centrica C3126 / March 2007 ECOTEC Research & Consulting Pat Irving and Anne-Mari Nevala Priestley House 12-26 Albert Street Birmingham B4 7UD United Kingdom T +44 (0)121 616 3600 F +44 (0)121 616 3699 www.ecotec.com This report is available in English only. It was financed and prepared for the use of the European Commission, Directorate-General for Employment, Social Affairs and Equal Opportunities. Its content reflects the opinions of its authors only and does not necessarily represent the official position of the European Commission. Contents 1.0 2.0 2.1 2.1.1 2.1.2 2.1.3 2.1.4 2.2 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 2.2.8 PAGE INTRODUCTION ...................................................................................... 3 KEY ENERGY MARKET FACTS............................................................. 4 Status and impact of gas market liberalisation .......................................................4 Market structure ...........................................................................................................5 Gas supply and demand ..............................................................................................6 Gas prices .........................................................................................
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...Levin Human Capital Consulting Group Macro Environmental Study in China Macro Environmental Study in China 40 Yr-on-yr % Change of GDP Executive Summary The National People's Congress The People's Republic of China The Chairman The Central People’s Government The Central Military Commission The Supreme People's Court The people's procuratorates 30 20 10 0 1990 1992 1994 1996 1998 2000 2002 2004 2004 507 2265 32132 1500 Categories Low-income country $ Medium-income country $ High-income country $ China $ 1990 356 1170 19617 320 2000 383 1723 26528 930 2002 394 1770 26130 1100 2003 439 1938 28195 1270 GDP in Expenditure 10000 8000 6000 4000 billion RMB Private Consumption Government Expenditure Gross Dom. Fixed Capt. Local Congresses and Governments Autonomous Regions Economic Scenario Gross Domestic Production 2000 0 1991 1993 1995 1997 1999 2001 2003 -2000 Pillar Industries GDP 25000 20000 15000 10000 Billion RMB 12000 10000 8000 6000 4000 Billion RMB Types of Industries 2005 Net Im & Export 1st Ind. 2nd Ind. 3rd Ind. 5000 0 1990 1992 1994 1996 1998 2000 2002 2004 2006 2000 0 1990 1992 1994 1996 1998 2000 2002 2004 % Share In Different Areas Southwest 9% CentralSouth 16% Northwest 11% North China 22% Northeast 18% East China 24% 2006 2006 2005 580 2640 35131 1740 -1- Levin Human Capital Consulting Group Macro Environmental Study in China...
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...Ethnic Food Restaurant Business Plan 1.0 Executive Summary Our initial statement to Investors and Financial Lenders is a candid disclosure of the Zara Restaurant & Lounge business proposal - our intent is to set realistic business expectations, and eliminate any questions about the profitability of this business venture. Entrepreneurs have a tendency to paint the business plan with a very optimistic brush, highlighting strengths and camouflaging the risks. We, as business owners, have a vested stake and financial commitment in the success of this restaurant. Our intent is to have a definitive business, financial, and marketing plan that not only serves our need for capital financing, but is utilized as our daily business roadmap. We have taken all precautions to validate our business and financial models, focusing on realistic projections. We have accomplished this as follows: Our financial model is rooted in industry facts, not optimism. We have based costs on our vast industry and practical experience with similar ventures, validation against National Restaurant industry cost averages, and analysis against local Atlanta market averages. We have taken a collective look at all figures to make solid business estimates. Our business concept was derived from detailed Market Analyses. Instead of building a business around a preconceived concept, we analysed the market findings and built a concept around our consumers. In other words, our business is built to service an...
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