...Heritage Railway Industry -‐ Market analysis Content 1. Introduction ..................................................................................................................................... 1 2. The Five Forces of Porter .................................................................................................................... 2 2.1 Threat of new entrants ................................................................................................................. 3 2.2 Power of suppliers ........................................................................................................................ 3 2.3 Industry competition ..................................................................................................................... 4 2.4 Power of buyers ............................................................................................................................ 4 2.5 Threat of substitutes ..................................................................................................................... 4 3. STEEPLE Analysis ................................................................................................................................. 5 3.1 Social / Culture...
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...CHAPTER 4 Focusing Marketing Strategy with Segmentation and Positioning These days Nintendo rides high in the video game world. Its DS handheld game, Wii (pronounced “we”) console, and games with characters like Mario and Zelda sell millions of units. The key to Nintendo’s success comes from meeting the entertainment needs of different groups of customers. Back in the 1980s, Nintendo was a 100-year-old Japanese manufacturer of toys and playing cards. If Nintendo managers had continued to just think about the “toy market,” the firm probably wouldn’t even be around now. Instead, they saw profitable new opportunities in the broader “entertainment seekers market.” In 1985, they released the Nintendo Entertainment System (NES) and interactive video games such as Super Mario Brothers. In those early days, video game consoles and software from different producers were quite similar. Even so, Nintendo’s NES stood out as offering better value. And Nintendo’s profits took off because once a household owned a NES console, it qualified as a prime target for new Nintendo games. As the market evolved, Nintendo developed more new products focusing on the needs of different groups of customers. In the 1990s, its popular handheld system, Game Boy, successfully delivered portable fun to kids. Another group of customers, the “hard-core gamers,” played complex and realistic games requiring consoles with high-speed processors and better graphics, so Nintendo offered them its GameCube console...
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...RURAL DEVELOPMENT MARKETING & DIRECT MARKETING MODULE NOTES Code | 50121621 A | Course | Rural and Development Marketing | Topic | Division | | | What are rural markets? Is there a uniform identity? Global trends impacting rural behavior (only India)- WTO, technology and social behavior | Nikita Naina Kumar | | | India's rural communities- disparities, segmentation and social factors | Trishla Jhaveri | | | Media penetration, impact and costs in rural India | Shayan Roy | | | Psychographics, demographics and societal impact on the rural consumer | | | | Profiling the rural male consumer | | | | Profiling the rural female consumer | | | | The rural business model- distribution, pricing, packaging, promotion- in rural markets | | | | Branding and brand management in rural India | | What is Rural Marketing? Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas. Rural markets have emerged as an important growth engine in the Indian consumption story. With about 70 per cent of the Indian population residing in the hinterlands, rural markets seem to be a significant opportunity for business conglomerates. Rural areas of the country or countryside are areas that are not urbanized...
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...Social Marketing Behavior A Practical Resource for Social Change Professionals William A. Smith and John Strand AED We believe in the power of social marketing to change behavior. Indeed, we began helping mothers to re-hydrate their children in 1978. The positive effects were remarkable, and we haven’t looked back since. For HIV victims, we fought stigma, delivering behavior change that combined treatment and prevention. For civil society advocates, we’re exploring the power of technology to build networks, and the subsequent power of networks to change the behavior of systems. Every day we partner with communities across the U.S. and throughout the world. Our work requires more than slick marketing materials and catchy slogans. Our results are a reflection of an unwavering commitment to the principles and philosophy of social marketing which we share here with you… ii Table of Contents About This Book Overview The Single Most Important Thing 1 2 3 The Basics Social Marketing Thinking Like a Marketer 1. Know exactly who your audience is and look at everything from that group’s point of view. 2. Your bottom line: When all is said and done, the audience’s action is what counts. 3. Make it easy-to-irresistible for your audience to act. 4. Use the four Ps of marketing. 5. Base decisions on evidence and keep checking in. The BEHAVE Framework Working Toward a Strategy Determining the Kind of Change Problem You Face 5 6 9 9 10 ...
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...AQA AS Business Studies Unit1 (BUSS1) Course Companion AQA AS Business Studies Unit 1 (BUSS1) Course Companion Publishers Information AQA AS Business Studies Unit 1 Course Companion 1st Edition August 2008 Author: Jim Riley © Tutor2u Limited All Rights Reserved No part of this material may be reproduced in whole or in part without the express written permission of Tutor2u Limited. This publication is not endorsed or approved by AQA. Tutor2u Limited Boston House 214 High Street Boston Spa LS23 6AD Please contact jimriley@tutor2u.net with details of any errors, omissions or suggestions for future editions. © Tutor2u Limited All Rights Reserved www.tutor2u.net AQA AS Business Studies Unit 1 (BUSS1) Course Companion Contents Introduction to AQA AS Business Unit 1 .....................................................................6 Section 1: Starting a Business ......................................................................................7 Enterprise and Entrepreneurs .......................................................................................8 Introduction ......................................................................................................................................... 8 Entrepreneurs ..................................................................................................................................... 9 Motives for starting a business ................................................................
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...SECTION - I 1 INTRODUCTION TO MARKETING PART I Unit Structure 1.0 Objectives 1.1 Introduction 1.2 Meaning & Definitions of marketing 1.3 Importance of marketing 1.4 Scope of marketing 1.5 Concepts of marketing 1.6 Role of marketing manager in changing environment 1.7 Summary 1.8 Exercise 1.0 OBJECTIVES After studying this chapter students will be able to: Understand the meaning and definition of marketing. Explain the nature of marketing Discuss the importance of marketing Know the scope of marketing Explain the concepts of marketing 1.1 INTRODUCTION The emergence of ‗marketing‘ as a business discipline is of relatively recent origin. Though it has been practiced from the time of barter through money economy to today‘s modern complex marketing system, exchanges have been taking place. The ideas associated with marketing have undergone a great deal of change over centuries. Even after marketing became a full–fledged business discipline. Marketing, more than any other business function, deals with customer. It revolves around the customer. Building relationship based on customer value and satisfaction is at the very heart of modern marketing. The pricing strategies adopted the promotional tools selected; the design, shape and size of the product and the place of sales etc. are all decided after finding out the lifestyle, culture, buying habits and media consumption habits etc of all customers Marketing links producers and consumers together for mutual...
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...TERM PAPER ON TELECOM SECTOR IN INDIA AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA AMITY UNIVERSITY, UTTAR-PRADESH SUBMITTED BY: ABHINAV AGARWAL (A1808710032 – MBA 3C 2010-12 SECTION-A) AMIT BEHAL (A1802010246 – MBA IB 2010-12 SECTION-B) TABLEOF CONTENTS DESCRIPTION PAGE NO. Executive Summary 3 Objectives of Study 4 Introduction 5 Growth Avenues 9 Top 10 Telecom Companies In India 11 SWOT Analysis 12 Brief About 2G Scam 15 Mergers and Acquisitions in Telecom Sector 16 FDI in Telecom Sector 17 Drivers of Growth in Telecom Sector 18 India’s Competitive Advantage : Porter’s Model 19 Strategic Management 22 HR Policies of Airtel and Vodafone 27 Marketing Strategies 30 Positioning strategy comparison of Vodafone and Airtel 34 Use of social media marketing by telecom companies 35 Advertisement...
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...*** (A) IMPORTANCE OF MARKETING Marketing is a very important aspect in business since it contributes greatly to the success of the organization. Production and distribution depend largely on marketing. Marketing covers advertising, promotions, public relations, and sales. Since the goal of marketing is to make the product or service widely known and recognized to the market, marketers must be creative in their marketing activities. In this competitive nature of many businesses, getting the product noticed is not that easy. Strategically, the business must be centered on the customers more than the products. Although good and quality products are also essential, the buying public still has their personal preferences. If you target more of their needs, they will come back again and again and even bring along recruits. If you push more on the product and disregard their wants and the benefits they can get, you will lose your customers in no time. The sad thing is that getting them back is the hardest part. 1. Marketing Promotes Product Awareness to the Public Getting the product or service recognized by the market is the primary goal of marketing. No business possibly ever thought of just letting the people find out about the business themselves, unless you have already established a reputation in the industry. But if you are a start-out company, the only means to be made known is to advertise and promote but the important thing is that product and company information is...
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...plan for chosen brand. To do that we chose the product Asian Paints Royale and explored the various product related aspects. The detail analysis consisted of 5 stages 1. Detailed analysis of product based on situational analysis 2. Evaluation of marketing strategy for previous years 3. Review of current marketing strategy 4. Comparison with marketing plan of competitor brands 5. Developing marketing plan for next year In the first phase of analysis we did situational analysis based on 5Cs – Company, customers, Competition, Collaborators and context. With this we were able to identify opportunities, threats etc. Based on data collected from various sources we were able to evaluate marketing strategies. We evaluated Segmentation schemes, target segment and rationale behind the target group. Based on that we understood positioning of the product. We compared this competitors and understood how asian paints royale differentiates from its competitors. We did 4P analysis and product, price, place and promotion of the Royale. Our analysis was based upon data collected through asian paints spokesperson, social media pages and official reports. To predict the future strategy for marketing we looked through previous annual reports figured out what cost and timelines were involved in the project. Based on that we prepared schedule of activities and expense forecast. Financial projections for 2014 were also part of these predictions. INTRODUCTION Asian Paints...
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...------------------------------------------------- Executive Summary * Executive Summary The 2012 NSAC has 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...
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...State of Microfinance in Bangladesh Prepared for Institute of Microfinance (InM) As part of the project on State of Microfinance in SAARC Countries By Dewan A. H. Alamgir 2009 Disclaimer Any opinions expressed and policy suggestions proposed in the document are the author’s own and do not necessarily reflect the views of Institute of Microfinance (InM). The report also does not represent the official stand of the Government of the countries studied. 2 | State of Microfinance in Bangladesh List of Acronyms ADB ASA BBS BDT BEES BIDS BKB BMDA BRAC BRDB BSBL CARB CBO CBN CDF CFPR CIDA COSOP CPD DANIDA DFID DOL DOF EC FSP FSS FY GB GDP GOB HCP HIES IBBL IFAD IGA IGVGD InM JC LGED ME MFMSP Asian Development Bank Bangladeshi NGO (formerly Association for Social Advancement) Bangladesh Bureau of Statistics Bangladesh Taka Bangladesh Extension Education Services Bangladesh Institute of Development Studies Bangladesh Krishi Bank Barind Multi-Purpose Development Authority Building Resources Across Communities (Largest NGO) [Formerly Bangladesh Rural Advancement Committee] Bangladesh Rural Development Board Bangladesh Sanchya Bank Limited Center for Agricultural Research-Barind (a Bangladeshi MFI) Community Based Organization Cost-of-basic-needs Credit and Development Forum Challenging the Frontiers of Poverty Reduction Programme Canadian International Development Agency Country Strategic Opportunities Paper (of IFAD) Centre for Policy Dialogue Danish International...
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...want. Marketers are not the only doing marketing- even consumers do marketing when they search for the goods they need at a price they can afford. Elements of a modern marketing system: Suppliers [ Company Competitors Marketing Intermediaries End User ] 2. Designing a customer-driven marketing strategy Marketing management is the art and science of choosing target markets and building profitable relationships with them To have a good marketing strategy we need to be able to answer two questions: * What customers will we serve? (what’s our target market) * How can we serve these customers best? (what’s our value proposition) *To decide who we will serve we need to divide the market into segments (market segmentation) *To serve the customer best, the marketer needs the show how the product is better than any other product on the market....
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...Leading Licensing Companies By Dawn Wilensky A combination of new and evergreen properties/brands drove 2006 worldwide retail sales of licensed merchandise. Over the last five years, we have made strategic changes to our Leading Licensors list to ensure up-to-date, accurate worldwide retail sales estimates. This year, we made yet another change. As the line between licensor and licensing agent continues to blur—with many licensors taking on the task of representing properties/brands outside of their portfolio, and many traditional licensing agents being charged with fueling power for the brands/properties they represent—we have widened our list to include overall retail sales figures for licensing agents. As a result, we have changed this feature's name from “Leading Licensors” to “Leading Licensing Companies” to better reflect the power of the licensing business. As for this year’s list, which reflects 2006 worldwide retail sales of licensed merchandise, No. 1 Disney recorded a $2 billion increase in retail sales fueled, in part, by consumer demand for all things Pirates of the Caribbean, High School Musical, Cars, and Disney Princess. Sanrio also saw a significant uptick in sales, rising from $4.2 billion in 2005 to $5.2 billion in 2006. Phillips-Van Heusen makes its debut on the list at No. 2 with $6.7 billion in sales driven by proprietary brands Van Heusen, Arrow, Izod, Bass, and Calvin Klein. Other newcomers include: Carte Blanche Greetings ($700 million); Sean John...
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...Rural Marketing Quite clearly, large Indian companies have begun looking at rural markets seriously. Some of them are even developing exclusive marketing strategies to tap this huge mass of consumers. Of India's one billion plus population, nearly 70 per cent live in non-urban or rural areas. According to a National Council for Applied Economic Research (NCAER) study, there are as many "middle income and above" households in rural areas as there are in urban areas. There are almost twice as many "lower middle income" households in rural areas as in urban. According to NCAER's projections, the number of middle and high-income households in rural India is expected to grow from 80 million to 111 million by 2007. In Urban India, the same is expected to grow from 46 million to 59 million. Hence the absolute size of middle and high income households in Rural India is expected to be nearly double that of Urban India. Percentage Distribution of household population and income | |Households |Population |Income | |Rural |73.6 |74.6 |55.6 | |Urban |27.4 |25.4 |44.4 | |All India |100 |100 |100 | Thus we see that Rural India contributes almost 56% to the National Income as against 44% contributed by Urban India. Although it is contributed by 76% of the total...
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...Economic Outlook, Prospects, and Policy Challenges 01 CHAPTER This year’s Economic Survey comes at a time of unusual volatility in the international economic environment. Markets have begun to swing on fears that the global recovery may be faltering, while risks of extreme events are rising. Amidst this gloomy landscape, India stands out as a haven of stability and an outpost of opportunity. Its macro-economy is stable, founded on the government’s commitment to fiscal consolidation and low inflation. Its economic growth is amongst the highest in the world, helped by a reorientation of government spending toward needed public infrastructure. These achievements are remarkable not least because they have been accomplished in the face of global headwinds and a second successive season of poor rainfall. The task now is to sustain them in an even more difficult global environment. This will require careful economic management. As regards monetary and liquidity policy, the benign outlook for inflation, widening output gaps, the uncertainty about the growth outlook and the over-indebtedness of the corporate sector all imply that there is room for easing. Fiscal consolidation continues to be vital, and will need to maintain credibility and reduce debt, in an uncertain global environment, while sustaining growth. On the government’s “reformto-transform” agenda, a series of measures, each incremental but collectively meaningful have been enacted. There have also...
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