...| U06A1- Integrated Global Marketing Case Study | Sprint Nextel Corporation | Capella University- MBA6012 | LaJeania P. Kitchens | 2/15/2013 | | Sprint Nextel Corporation “S” is a communications company offering a comprehensive range of wireless and wireline communications products and services that are designed to meet the needs of individual consumers, businesses, government subscribers and resellers. The organization is “organized to meet the needs of our targeted subscriber groups through focused communications solutions that incorporate the capabilities of our wireless and wireline services” (Sprint, 2012). Sprint is the third largest wireless provider behind Verizon Wireless and AT&T Mobility. Sprint targets those consumers that use wireless communications daily. Marketing Mix Sprint Nextel Corporation’s marketing mix creates a somewhat successful mix of products, price, timing and promotion in order to spread awareness of their services. They have repositioned some products and services for consumer acceptance as part of a long term goal to continue to be a leader in the telecommunications sector in the global marketplace. The price of Sprint’s products is comparable to those of Verizon and AT&T. Since price is determined by the value perception of the consumer, pricing would indicate the value the consumer would want to pay. Sprint pride themselves on offering bundled services at a cheaper rate to entice the consumers’ interest and hopefully...
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...Apple Inc. is one of the most profitable companies in the world and its Apple logo is recognized as a house hold name. “Apple Computer was incorporated in 1977 and went public in 1980.” (Finkle & Mallin, 2010) You cannot talk about Apple without talking about its co-founder Steven P Jobs. Both go hand and hand because without the vision and leadership of Steve Jobs, Apple would not exist nor have an array of products under its belt. “Jobs co-founded Apple Computer with Steve Wozniak in 1976. After founding Apple, Jobs was fired by the company's board of directors 10 years later at age 30. After his termination, he went on to create two more companies. During this period Apple went through three different CEOs and their stock price dropped to $2 a share. As a result, Jobs was invited back to join the company as CEO. Not only did Jobs rejuvenate Apple, but it flourished. Jobs led the company to the forefront with cutting edge products” (Finkle & Mallin, 2010) which are sold throughout the world. “His philosophy has always been to create products consumers will find easy to use and marry innovative technology to work productivity and personal entertainment.” (Mallin & Finkle, 2011) There product “line designs, manufactures and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company’s...
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...I have decided to look at the case study concerning Global Integrated Oil and how they were able to implement GIS into their organization. Throughout this analysis I will look at a few different aspects, such as how GIS helped Global Integrated Oil with their decision making, the different types of data that were utilized, and whether the case study was successful or not. To begin in will look into how GIS helped Global Integrated Oil with their decision-making. In the case analysis on Global Integrated Oil (Pick, 2008) it is said that one way that this organization uses GIS in their decision-making is when it comes to exploration and development. Essentially this organization uses GIS to help them determine where to explore for oil. Due to the highly competitive nature of the oil industry, this is a vital resource for Global Integrated Oil to possess. According to the case study (Pick, 2008) this works by allowing geologists to use 3-D modeling software to analyze the subsurface of the earth to make a decision on where the best place to drill for oil would be. Another way that Global Integrated Oil uses GIS to help with their decision making process is that the organization has mapped their discoveries of oil, natural gas and the locations of dry holes and tar sands over the past 10 years. (Pick, 2008) This is very beneficial for the organization because it allows the company to assess the size and location of where they would like to explore for oil and in the end...
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...ECCO Case Study - Question 1 ECCO has a fully integrated vertical value chain. What are the pros and cons of that strategy? What economic and strategic factors should be analyzed to answer this question? The pros of a having a fully integrated vertical supply chain for Ecco include the following: * Improved supply chain coordination between tanning, manufacturing and distribution. This would ultimately help maintain quality and improve operational efficiencies such as logistics. * There is also an increase in the areas possible for differentiation, as Ecco can control more inputs. An example might be in the tanning process, in which their competitors may have less control over. * Ecco can also create greater barriers of entry for competitors. By differentiating competition out of the market such as marketing their strict in house controls of the tanning process. * Ecco can also access downstream distribution channels that may otherwise have been inaccessible if they were to just sub out distribution and be at mercy to what the market can provide. * Opportunities for control over investment or innovation both upstream or downstream which may otherwise not be possible will be advantageous for Ecco. * Facilities in different countries can take advantage of local resources and expertise in different areas like the leather research center in Denmark. * Overseeing operations throughout the whole value chain. * Better control and...
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...many reasons, motivation to gain access to industrialized markets and to gain access to superior technology, management resources and knowledge are the most driving factors of the Chinese automotive industry for the internationalization and going abroad strategy of China´s automotive industry. This study investigated whether different external globalization drivers and internal organization factors have differential effects on various dimensions of China´s automakers firms’ global strategy. Most of the studies written about global strategies have implemented only either of the internal or the external drivers of the internationalization of the firms. The contribution of the paper introduces a more comprehensive model on the global expansion of a firm. This paper concludes that China´s automotive industry has some competitive advantages such as low cost, while, facing a number of challenges that hinder the internationalization of Chinese automobile companies. It also shows that multiple factors play an important role in firms' internationalization global strategy plan. It is thus essential that the interaction among independent variables is considered in the determination of global expansion strategy. This paper suggests that in comparative application of China´s economy of internationalization process to most of other...
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...Essay: A Summary of Essential Learning Outcomes in BUSN601 - Global Management Perspective JC American Military University Reflection Essay: A Summary of Essential Learning Outcomes in BUSN601 - Global Management Perspective There were a number of learning outcomes for BUSN601: Global Management Perspective. The topics for this course included: * developing Porter’s Five-Forces Model in a global strategy; * assessment and integration of business functions in an organization; * formulation of essential components of the strategic management process; * assessment of target markets and forecasting of the components of the marketing mix; * assessment of the importance of market research in developing a global initiative * Integrate e-business applications into your overall global initiative. * Appraise how employment law constrains choices for the organization * Relate how regulatory law affects an organization's decisions * Identify and incorporate the key elements of contracts. * Assess the influence of different cultural perspectives on global business operations. * Argue the influence of regional trading organizations on business opportunities and constraints In the following I discuss in summary perspective the key takeaways from this course as well as learning objectives I did not meet. Integrate Porter's Five-Forces Model into developing a solid global strategy. Porter’s five forces model of competitive analysis...
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...The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand their integrated marketing communications plan into social media channels and produce innovative new products for the health-conscious consumers. Rebecca Simmons MBA FP-6012 Assessment 5 | The Hershey Company An Integrated Global Marketing Case Study | AbstractThe confectionary industry is becoming intensely competitive and so, the Hershey Company needs to continue to strengthen brand loyalty to stay competitive in a growing and changing global market. Hershey’s has increased the value proposition of chocolate and snacking in the minds of consumers by producing a variety of flavors and product choices that are marketed to targeted audiences in targeted segments through specific channels of communication. The company’s strategic focus on aligning marketing strategies with changing consumer preferences has led Hershey’s to expand...
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...integrated marketing communication Philip J. Kitchen and Inga Burgmann INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993). The multiplication of media, demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date...
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...“Activity 4, Colgate-Palmolive Case Study-Promotion Strategy.” Ryan M. Thompson (2078701) Indiana Wesleyan University MGT-541, Applied Marketing Management Dr. Janice McFaul March 27, 2011 “Activity 4, Colgate-Palmolive Case Study-Promotion Strategy.” Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others choose to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value. Colgate’s products are sold to millions of people worldwide. Their Marketing Team develops and implements marketing plans that are geared to “establish and maintain current and long-range vision for the brands and to increase sales, margin and profitability for the brand Marketers in general often develop a promotional strategy to differentiate their goods or services from those of competitors. To accomplish this, they attempt to occupy a "position" in the market that appeals to their target customers. Promotions that apply the concept of positioning communicate to consumers meaningful distinctions about the attributes, price, quality, or usage of a good or service. After successful implementation of/for market position, Colgate-Palmolive...
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...com/1363-254X.htm Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication...
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...Abstract preview Global Sourcing Development at IKEA – a Case Study Paper prepared for the 25th IMP conference Jens Hultman1, Susanne Hertz1, Rhona Johnsen2, Thomas Johnsen2 1: Jönköping International Business School, P.O Box 1026, SE-551 11 SWEDEN E-mail: jens.hultman@ihh.hj.se, susanne.hertz@ihh.hj.se Tel: +46 0(36) 10 10 00 2: Audencia Nantes School of Management, 8 Route de la Joneliere, BP 31222 – 44312 Nantes Cedex 3, France. E-mail: tjohnsen@audencia.com; rjohnsen@audencia.com Tel: + 33 (0)240 37 46 25 Abstract This study explores the dynamic process of global sourcing development through a case study of the Swedish home furnishing giant IKEA and its supply network concerning the PAX wardrobe system. The paper provides a synthesis of the existing global sourcing literature by dividing this growing body of research into three major themes: globalization processes and stages, motives/drivers, and organizational design and management. Moreover, the paper integrates the global sourcing literature with the established literature on the internationalization process of firms. Comparing the existing research on global sourcing and internationalization, we propose two research questions focused on: (1) the ways in which the IKEA global sourcing and supply chain development process resembles a linear stages process, and (2) the principal drivers of the development of global sourcing within IKEA. Relating the findings of the global sourcing process in the case of IKEA, the paper...
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...2 Marketing communication concepts 2 The evaluation of IMC practice of BWM i8 in United Kingdom and United States of America. 4 1) BMW i8 target market in UK and US: 4 2) The key messages of BMW 5 3) An examination of the marketing communications tools and media used 8 Advertising: 9 Sales promotion 11 Direct marketing & personal selling 11 Public relations 11 4) Similarities and differences of the marketing communications in UK and US. 11 5) How the communication activities are helping BMW 13 The key challenges of practicing IMC of BMW: 14 1) The key issues impacting upon BMW’s IMC: 14 2) Measurement of level of IMC evident: 16 Recommendations on further use of the tools/media 18 Conclusion 19 References 20 Appendices 26 Appendix 1: Planning and Implementing of IMC 26 Appendix 2: Factor impacts on customer’s purchasing in UK 27 Appendix 3: Factor impacts on customer’s purchasing 27 Appendix 4: Levels of IMC 28 Appendix 5: Four pillars of IMC 28 Introduction This paper provide an overview about the integrated marketing communication of BMW Corporation for the BMW i8 model in the United Kingdom and the United Stated. In those markets, the BMW i8 is considered as the first car that revolutionized in utilization and release values of a sport car. The purpose of the paper is to give information about the strategies of BMW in order to announce the BMW i8 to customers by using marketing communication...
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...U06a1 – Integrated Global Marketing Case Study The Coca-Cola Company Terry D. Copeland Capella University MBA 6012 June 28, 2013 Company Selection and Overview The Coca-Cola Company (Coca-Cola) was first established in 1886 by Dr. John Pemberton in Atlanta, Georgia. Initially distributed at Jacobs’ Pharmacy for five cents a glass, the fledgling company sold just nine glasses of Coca-Cola a day for the first year (Coca-Cola, 2013). By 1891, Atlanta businessman Asa Candler, a prolific salesman, acquired the rights to the business for $2300; and as the company’s first president, his vision to transform Coca-Cola from an invention into a national brand was set in motion. He immediately recognized the potential of the new company and began to implement the marketing strategy that propelled Coca-Cola to its current standing as the world’s leading manufacturer in the beverage industry producing over 500 brands in over 200 countries with an estimated 1.8 billion servings consumed per day all over the world (Coca-Cola, 2013). Candler initially gave away coupons for complimentary first tastes, and outfitted distributing pharmacies with clocks, urns, calendars, and apothecary scales bearing the same red and white Coca-Cola script brand that remains as the world’s number one brand to this day (Coca-Cola, 2013). People saw the Coca-Cola brand everywhere, and by 1895, Candler had built syrup plants in Chicago, Dallas...
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...1930 and is among 5 percent of business schools worldwide to be accredited by the Association to Advance Collegiate Schools of Business (AACSB) International. Known for integrating disciplinary excellence with technological expertise and knowledge with practice, the University of Toledo College of Business and Innovation is highly regarded as a learning partner of choice for students and the business community alike. The MBA program consists of in-depth business courses, along with a comprehensive Strategic Management Capstone course in the final semester that uses guest speakers, case studies and simulations to weave together all aspects of the program. Courses • BUAD 6100 - Accounting for Decision Making • BUAD 6200 - Financial Systems • MKTG 6240 - Sales Force Leadership and Strategy* • BUAD 6300 - Strategic Marketing and Analysis • MKTG 6400 - International Marketing* • BUAD 6400 - Results-Based Management • BUAD 6500 - International Business • BUAD 6600 - Supply Chain Management • HURM 6700 - Human Resource Management* • BUAD 6800 - Information Technology and E-Business • BUAD 6900 - Strategic Management Capstone i The elective courses can change according to UT management Content BUAD 6100 - Accounting for Decision Making: Develops an appreciation for financial statements and their use in making decisions. The nature of costs, opportunity costs, responsibility accounting, budgeting, cost...
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...Contents Introduction 1 Case scenarios Exercises 2 3 Solutions Case Scenario 1 Case Scenario 2 Case Scenario 3 12 13 15 17 Webinar 4: Case Analysis – Chasseur Chickens Pty Ltd Case Scenarios Introduction The following exercises create different scenarios around the Chasseur Chickens Pty Ltd case study (Case Study 1). It allows you to practise applying the concepts and models covered in the Global Strategy and Leadership segment. Notes: The Chasseur Chickens Pty Ltd case study (Case Study 1) is available on My Online Learning. The case facts in this case study incorporate characters and events that are completely fictitious. Any resemblance to real persons and events is purely coincidental. CPA Australia – GLOBAL STRATEGY AND LEADERSHIP Page 1 Case scenarios Webinar 4: Case Analysis – Chasseur Chickens Pty Ltd Case Scenarios Exercises Case Scenario 1 Bob Brown and John Smith have just been informed that one of Chasseur Chickens’ competitors, Bigbird, has been forced to cull all chickens in its South Australian farm due to a new outbreak of avian virus. The Health Department has already requested a product recall and newspapers around the country will report this new incident to the public. Bigbird’s profitability will be severely impacted and panic reaction from the public is expected. In the boardroom, Bob Brown and John Smith are discussing the potential impact of such an incident on Chasseur Chickens’ future growth. The sales...
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