...Report I for Internet Marketing Improving E-marketing Strategy for IKEA in China Topic Reasons: 1. Poor response rate on IKEA social websites (Weibo, Douban) and the official community Though IKEA has their official online community and accounts on the most popular social websites; neither has got enough attention and effective interaction. 2. Good online product presenting on IKEA.com but lack the featuring experience of IKEA. The official website is designed in a simple way. The main purpose of it is to present the products in a 360 degree way to consumers online. IKEA.com excels at giving clear information and vivid view like exactly what they do in their paper catalogues. However, we were expecting more on the website. They allow consumers to design their own closet, but the app runs promptly. They feature on their on-site experience, but no such experience is given online, and you cannot even buy the piece online in China. With technologies advanced every day, how can IKEA.com just be a catalogue online? It’s a challenging work, but we believe it can be better. Introduction: IKEA is a Swedish company registered in the Netherlands that designs and sells ready-to-assemble furniture (such as beds, chairs, and desks), appliances, and home accessories, featuring Scandinavian modern style. IKEA is now operating more than three hundred stores in more than 40 countries. The IKEA website contains about 12,000 products and is the closest representation of the entire...
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...FORM B: COURSE PLAN |Course Code & Course Title: ABDT3243 Services Marketing |Programme(s): 2DMK, 2drm | | | | |Semester: [ ( ] May [ ] September [ ] January |Academic Year: 2015/2016 | |(please tick “(”) | | |Hours/Week: Lecture __2__ , Tutorial __1.5__ , Laboratory/Practical ___-____ | |Week | |Topics |Reference Material |Remarks* | | | | ...
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...Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications for the relevant goods and services. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, like location or income. Marketing campaigns can then be designed and implemented to target these specific customer segments. Why Segment? One of the main reasons for using market segmentation is to help companies to better understand the needs of a specific customer base. Mass marketing assumes that all customers are the same and will respond to the same advertising. By looking at ways in which potential customer groups are different from each other, the marketing message can be better targeted to the needs and wants of those people. Often, dividing consumers by clearly defined criteria will help the company identify other applications for their products that may not have been obvious before. These revelations often help the company target a larger audience in that same demographic classification, improving market share among a specific base. Segmenting the market can also serve to identify smaller groups of people who make up their own, previously unknown subsets, further improving the overall efficiency of the company's marketing efforts. Segmentation Strategies According to experts, in order to be a good market segment, a group should...
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...Brand Management Fundamentals Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance. Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible for improving the value of their brands or products, which in turn generates profitable returns for the company and shareholders. Brand management is more than a marketing job. Brand managers are responsible for the overall performance of their brands, which includes managing and developing their brands P&L (Profit and Loss), image and positioning in relation to their competitors. They are the key persons to plan, develop and implement marketing initiatives and activities for their brands or products. Brand managers lead market research efforts to understand customers' perception and behavior and formulate effective marketing strategies to ensure their brands receive maximum visibility and perform better than their competitors. Brand managers are also required to be creative and be updated with latest marketing trends as the job also involves coordinating events, marketing projects and advertisement campaigns for their brands or products. Brand managers work with a wide network...
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...electronic marketing with market orientation concept Morteza Mashayekhi and Amir Ekhlassi Abstract The aim of this paper is to show the relationship between electronic marketing and market orientation. This paper intends to integrate these concepts and draw a framework for e-market orientation as a new paradigm in business. So it is necessary to introduce both e-marketing and market orientation and review the literature related to them. We begin our literature overview with e-marketing and then we turn to introduce the concept of market orientation. Finally, we illuminate the impact of e-marketing on market orientation and introduce the concept of e-market orientation as a new approach in implementing marketing concept with the aid of the internet. Key words: electronic marketing - market orientation – e-market orientation 1. Introduction to e-marketing Electronic marketing is the transfer of goods or services from seller to buyer that involves one or more electronic methods or media. [3] E-marketing includes the management of the consumer’s online experience of the product, from first encounter through purchase to delivery and beyond, but it isn’t just another addition to the marketing mix, another tool in the box. Instead they point out that the way people communicate is permanently changing the way that markets work. [2] E-marketing also can be defined as the use of electronic channels of communication to spread your marketing messages. New...
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...Marketing Intelligence refers to the set of procedures used in acquiring everyday information relevant to a company’s markets, gathered and analyzed specifically for the purpose of confident and accurate decision making in determining market opportunity, market penetration strategy, and market development metrics Kotler (2009). A Marketing Intelligence System is designed to be used by marketing managers and is often viewed by employees throughout an organization. They may have user interface that resemble consumer software as well as software around individual data sources, which are designed for use by analysts. There are various steps that can be taken by a company to improve the quality of its marketing intelligence function. These include; train and motivate the sales force, motivate distributors, retailers, and other intermediaries to pass along important intelligence, network externally, set up a customer, advisory panel optimal usage of government data resource, information bought from external supplies and collecting competitive intelligence through online customer feedback. A company’s sales force can be an excellent source of information about the current trends in the market. Hans Hedin (2010) states that it is important for the company to develop team effort and knowledge sharing sessions among the employees to understand the markets and to be able actively contribute more useful information into the system. As “intelligence gatherers the sales force needs to be motivated...
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...Perceptual Maps in Marketing Simulation Summary Thorr Motorcycles, Incorporated manufactures various models of motorcycles, and is a $5 billion company. The CruiserThorr power cruiser model provides the company a high brand image in the market, but sales are decreasing. The company contributes the decline to the aging target customers who purchase the cruiser as a lifestyle symbol, and the high cost of the motorcycle. Thorr must reverse the falling sales by developing a marketing plan with the use of a perceptual map that differentiates from competitors, and clearly position the company (University of Phoenix, 2004). Phase One In the University of Phoenix simulation (2004), “a perceptual map is a visual representation of what the customer thinks of a brand.” The map can have numerous axes, which each represent a product characteristic, and illustrate the customers’ opinion may differ from what the company is striving to advertise. The perceptual map can also compare a product’s position with competing brands, and associate the information with sales amounts to determine market strengths. The first step in preparing a perceptual map for the CruiserThorr motorcycle is the selection of four essential parameters that are applicable to the motorcycle industry and reveal the maximum potential for the cruiser. Market research ratings from a sample of 320 motorcycle riders from ages 20 to 50 years, show customers consider the CruiserThorr’s strengths in comparison with two competitors...
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...could not reach an expected object because there is a few factors that effect both internally and externally application. Internal issues arose from both business and IT: • Inadequate training, communication, motivation to sales personnel • Did not pay enough attention to users’ needs • Lake of system integration (Front and Back) • Security added barriers to inconvenient use of the site • System performance (Order processing takes time) • Difficult to use (SSO - single sign-on confusion) External issues: • Some customers never heard of e-store. • Customers prefer to make deals through face-to-face or 1-800 line over internet The major low usage could be related with system integration, internal and external communication and marketing campaign that required organization revamp in Shell downstream business strategy. Local sales representative were lack motivation and inadequate training, some agents provide only minimal effort to promote eStore, they did not feel comfortable using the system and found it challenging to show their clients how to use eStore. In addition, they feared...
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...Marketing Mix Lowe’s Companies MKT/421 Marketing April 12, 2012 Marketing Mix Lowe’s was founded in 1946; Lowe’s has developed from a small hardware store to the second leading home improvement retailer worldwide and the 7th largest retailer in the United States (Lowe’s History, 2012). Lowe’s runs more than 1,745 stores in the United States, Canada, and Mexico. In 2011, Lowe’s received numerous distinguished industry awards, including number 50 on the Fortune 500 list, and three- time winner of the Energy Star Excellence Award in Retail (Lowe’s, 2012). Lowe’s sells a wide-range of home improvement products in its large, warehouse-style stores ranging from appliances to tools, paint, lumber, and nursery products. Lowe’s stocks 40,000 products in 16 categories (Lowes, 2012). Besides the products on hand they also offer hundreds of products by special order – offering. Lowe’s also offers installation services for some of their products as well. They offer installation services to more than 40 products. Examples of their installation products are appliances, bath, kitchen, plumbing, flooring, windows, doors, window treatments, lighting, and insulation among others (Lowe’s 2012). The installation service targets various customers. Customers in the older group and also people who are not DIY (do- it- yourselfers) as well as women and people on the go, which have no time. Lowe’s carries numerous brands in each product...
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...Kudler Fine Foods: Strategy Discriminating palates demand the best, and Kudler Fine Foods is there to provide that for them. Kathy Kudler's vision of a one stop shop for everything gourmet, from locally grown organic produce to top-of-the-line cooking utensils has been resounding success. In just a few years she has expanded her business to three stores with future plans to add additional locations. The strategy for improving her business will now hinge on building customer loyalty. Kudler will also implement changes to their website which will allow them to access other markets by making a selection of their products available for online purchase, and they are implementing a plan to track their customer purchases to optimize their product choice for their loyal customers. Kudler's marketing department has devised four specific tactics they will use to implement their strategy, while keeping an eye on their competitors. “Strategic competitiveness can be attained only when the firm’s selected structure is congruent with its formulated strategy" (Gomez-Mejia, 2002). Businesses leverage competitive advantage acquired by use of new technology or implementing it in a new way. An example of such a business is British Airways, who implemented a IT solution to that proved to be a strategic advantage in the airline industry. Working with IBM, British Airways created a way for people to check in for their flights on a website or using their mobile device. (Turban, 2003) Kathy Kudler...
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...Strategic Marketing! KS Strategic Marketing is the central team dealing with the development of the brands and products within the KS Group in co-operation with local marketing teams. The team is responsible for ensuring that Franke Kitchen Systems utilises its full strength as a leading provider of kitchen products and the world's leading kitchen sink manufacturer and supplier. KS Strategic Marketing is concerned with four main functional areas: Marketing Communications The Marketing Communications team is responsible for the creation of the global identity of the Franke brand. This involves the creation of the brand identity, imagery and guidelines which form the basic building blocks of the Franke brand. The objective of the team is, in partnership with the local sales companies, to enhance the position of the Franke brand as a global lifestyle brand which people the world over aspire to have within their kitchen. Global Product Management The Global Product Management team is responsible for guiding the strategic direction of the product categories in which Franke operates. The team is charged with managing a continually improving range of products which enhance the position of Franke and the other brands within the Franke Group as leaders and innovators within the Kitchen industry. Each GPM works closely with the teams within the local markets to identify needs, developing commercial concepts which the members of the Franke KS Competence Centres then turn...
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...Running head: Operation management Essay 2 Header: Business Name: University: Course: Tutor: Date: Personal computer manufacturers in UK Introduction This essay puts focus on two UK personal computer companies by comparing and contrasting their market in terms of market objectives, their key transformation processes used in their operations and their operations management theories/ concepts/ techniques underpinning their transformation processes. The two UK personal computer companies to be discussed are the Gateway-UK and the Hewlett- Parkered (HP) Company. To start with, Gateway-UK is a UK computer manufacturer company which started in 1980s where by it operated for sometime but following a dot-com slump, the company pulled its operations from the UK being an adverse effect of past events. This was after it tried several strategies to return to profitability, including withdrawal from international markets, reduction in the number of retail stores and most significantly, entering the consumer electronics business. However, amid widespread complaints about its reputedly poor customer service, none of these efforts was particularly...
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...Marketing Plan Goals of This Sample Marketing Plan In one year: • Increase subscribers to The Marketing Minute tenfold • Increase web site traffic tenfold • Double overall revenues (at least), with the majority coming from product sales and the rest from misc. payments. Ex. Selling Ad space on our site. Overall Strategy for This Sample Marketing Plan We will increase traffic and multiply revenues through: • Improving search engine rankings • Pursuing publicity • Sending direct mail • Creating new products • Posting content around the Web • Soliciting links • Participating in discussion groups • Improving my Web site and infrastructure • Advertising Target Audiences Although this marketing plan focuses on Internet marketing techniques, I shall maintain as my primary focus organizations and individuals that do business both offline and online and who want to know how to get better results from their marketing. These include solo professionals, professional firms and small to medium-sized businesses in a wide variety of industries. Preferred clients and customers have been in operation for at least five years and have a decent budget for marketing. Budget Priorities I have set aside a few thousand pesos for investing in search engine listings, publicity, direct mail and infrastructure. Monies for advertising will come out of increased revenues earned from this plan's marketing activities. (to be checked or revised in accounting) Time Span One year [just...
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...Marketing knowledge and the value of segmentation Sally Dibb Warwick Business School, University of Warwick, Coventry, UK Philip Stern Warwick Business School, University of Warwick, Coventry, UK Robin Wensley Warwick Business School, University of Warwick, Coventry, UK Keywords Market segmentation, Marketing theory, Customer profiling, Organizational performance Introduction Market segmentation is according to many textbooks, one of the fundamental principles of marketing (Kotler, 1997). Marketing theory suggests that businesses adopting a market segmentation approach can enhance their organisational performance (Kotler, 1997). Market segmentation is grounded in economic pricing theory, which suggests that profits can be maximised when pricing levels discriminate between segments (Frank et al., 1972). One reason for the widespread acceptance of the approach is the belief that organizations cannot normally serve all of the customers in a market. The leading textbook by Kotler (1997) states that, ``Customers are too numerous, and diverse in their buying requirements''. The implication is that segmentation helps to homogenize market heterogeneity and coincidentally allow for improved organisational performance by targeting specific segments of the market. Thus customers who have been aggregated according to similar buying needs and behaviour will tend to demonstrate a more homogeneous response to marketing programmes (Choffray and Lilien, 1978; Wind, 1978). The marketing...
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...and home construction. In the last five years, FHE has aggressively introduced new products and has experienced an increase in sales and profits as a result. FHE views aggressive and efficient product development as a means for growth and success. Improving the speed and efficiency of bringing products to market is a critical component of this strategy. As such, the Engineering and Marketing functions are organized into one team which is led by Vice President of Corporate Development and Marketing, Phil Thomas in order to facilitate cooperation during new-product introductions. This new organizational structure has caused overlap and uncertainty around roles and responsibilities in two critical positions within the team, the technical program manager and the product manager. In addition, manufacturing has not been included in the upfront design of the product and is only brought into the process during the testing phase, once the product has been designed and approved. FHE’s Product Development Engineering Manager, Lum Donaldson is reviewing the product development process and looking for opportunities to improve their operations. Currently, the product development process takes 1 year. The process involves Engineering, Marketing and Manufacturing. These three organizations are expected to work closely together during the development process. In his review, Donaldson has seen a bottleneck in the Engineering Services organization where up to 20 new jobs can be in the cue at one...
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