...Analysis of Marketing Strategies of Gold Stone Based on the SWOT Theory College of Foreign Language Studies, Guangxi Normal University 200910501086 Luo Jifang Supervisor: Gong Min [Abstract] In recent years, with the fast evolution of the electronic industry and the increase of the consumer demand, a large number of electronic enterprises get the opportunities to expand. Among them, the growing of Samsung Electronics is the most surprising. Samsung Electronics is the biggest electronic company in the local Korea. Moreover, it is the only Korean brand appearing in the world top 100 brands. The 4Ps is the most classic marketing mix. And the 4Ps theory is often applied in various kinds of business researches to reveal the effectiveness and efficiency of marketing strategies. Based on this theory, from the aspects of product strategy, price strategy, place strategy and promotion strategy, the author attempts to analyze the marketing strategies of Samsung Electronics. The cutting-edge and fashionable design and excellent quality promise Samsung Electronics a full bloom. To take up the high-end market share, Samsung Electronics pays much attention to brand building. In order to change the cheap and imitator image in the eyes of consumers, Samsung modified its marketing strategies on a large scale. Due to the successful marketing strategies, Samsung Electronics grabbed another chance to prosper. [Key words] Samsung Electronics; 4Ps theory; Marketing strategies 基于4P理论的三星电子公司营销策略分析 ...
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... Colin Brown, Nav Thandi, Adam Jackson Team #1 September 23rd Critical Issues HTC must address the following issues in order to build its global market share: * Branding Strategies * Research and Development Department * Second Mover Strategies * Balance of Microsoft and Android * Loss of support from Shareholders The issues stated above indicate how HTC has conducted inefficient marketing strategies. HTC’s marketing budgets grew by 78.75% in 2010 from 2009, this has helped their global market share grow by approximately 129%. In addition, the variation of operating systems HTC provides to must be addressed as precedent from competing companies have proven success in exclusivity of utilizing one OS. The various networks offered from the HTC devices has pushed them to also open multiple research and development centers which has substantially increased their selling and marketing costs by 139.43%. The research and development centers has pushed HTC to become an innovator, by releasing the newest technologies; their decision to reject the ‘me-too’ strategy has created huge opportunity costs for them. Each dollars of equity is supported by $2548 of assets, which generated a correlating $1440 in sales, which generated a net profit margin of 14.37% Analysis Branding Strategies Aside from the “Quietly Brilliant” advertising campaign, HTC has yet to really Brand themselves effectively. This is most likely stemming from HTC’s ODM history where they never...
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...Semiotics: Signs, Syntax, and Linguistics Describe Advertising Mickey Mouse ears, sleigh bells, snowflakes, dog houses, mail boxes, and stop signs; chances are you know at least one of these things if not more. How do we describe them? In what way are they described to us? And above all How do we recognize and accept these things? The theory of semiotics aims to explain how we recognize these symbols in our lives and, more importantly tries to describe the way we communicate to, with, and around objects. The theory of semiotics has been around since the late 1800’s. A Swiss linguist, Ferdinand de Saussure developed the theory and explained it early on as the use of language and how certain symbols and objects obtain meaning. The theory or science of signs and their meanings became known popularly as semiotics. Language is something of a system of mutually defining entities. Saussure distinguished between diachronic and synchronic linguistics. Simply put the use of linguistics defines objects and the way that we, as a culture, see and describe the world with which we interact. From its inception the theory of semiotics has been useful in regards to all different aspects of communication. It can be used to examine persuasion, social interaction theory, media cultivation and penetration theories as well as interpersonal communication. This wide range of applications for this theory make it particularly pertinent to the discipline of communication. Large companies...
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...Rukh Khan and Hrithik Roshan. However, what Lunel did for Liril, Cinthol could not quite duplicate with all the hunks put together — perhaps because shopping trips in large parts of India are still a male domain. But times have changed and so has Cinthol. The new advertising campaign for the brand, conceived by Creativeland Asia (CLA) is devoid of any wellknown face but has a bunch of young people bathing in several unlikely, improbable parts of the world. There's a good reason for that. "Our consumer research showed shifts in lifestyle and that every individual wants to live life to the fullest. Personal grooming plays a very important role in a person's life, and we found a good opportunity there," explains Sunil Kataria, EVP - marketing & sales, Godrej Consumer Products LtdBSE -1.12 % (GCPL), which owns Cinthol. Launched in 1952, Cinthol was born much later than it biggest competitor in the 'popular' segment of toilet soaps, Lux (1929), which today is also the leader by far. Dettol (1987) and Santoor (1986), which arrived on the scene much later, are also ahead of Cinthol in this segment of the highly fragmented Rs 9,000 crore soap market. Now GCPL is dusting up the brand and its communication in a bid to find more buyers....
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...339 What Is the K in K-pop? South Korean Popular Music, the Culture Industry, and National Identity John Lie* In the early 2010’s, the expansion of South Korean popular culture around the world is led by popular music, usually known as Kpop. In this paper I seek to answer two questions. First, what are the sources of its success beyond the South Korean national border? Secondly, what does it say about contemporary South Korean society and culture? Key Words: K-pop, Korean Wave, Hallyu, South Korean Popular Culture, Popular Music I. Introduction T he phenomenal success of the Korean Wave has generated collective celebration in South Korea.1 In the early 2010s, the national self* John Lie is C.K. Cho Professor of Sociology at the University of California, Berkeley, U.S.A. He received his Ph.D. in Sociology from Harvard University. His forthcoming books include The Global University and The Consolation of Social Theory. E-mail: johnlie@berkeley.edu. 1. The Korean Wave is the literal translation of the term which originated in China ( ; Hánliú). The first character refers to “Korea” and the second usually evokes “flow” or “current,” signifying “style.” The same Chinese characters KOREA OBSERVER, Vol. 43, No. 3, Autumn 2012, pp. 339-363. © 2012 by THE INSTITUTE OF KOREAN STUDIES. 340 John Lie congratulation is especially manifest for the popularity of South Korean popular music (K-pop), which has spread from neighboring Asian countries, such as Japan and...
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...9-706-401 REV: AUGUST 25, 2006 KRISHNA PALEPU TARUN KHANNA INGRID VARGAS Haier: Taking a Chinese Company Global Only by entering the international market can we know what our competition is doing, can we raise our competitive edge. Otherwise, we’ll lose the China market to foreigners. — Zhang Ruimin, 19961 All success relies on one thing in overseas markets—creating a localized brand name. We have to make Americans feel that Haier is a localized U.S. brand instead of an imported Chinese brand. — Zhang Ruimin, 20032 On December 26, 2004, Haier Group, ranked China’s number-one company by the Asian Wall Street Journal,3 celebrated its 20th anniversary with annual sales topping RMB 100 billion.a (See Exhibit 1 for Haier revenue growth.) Starting with a defunct refrigerator factory in Qingdao, Shandong province, founder and CEO Zhang Ruimin built Haier into China’s largest home appliance maker.b Globally, Haier ranked third in white goods revenues, and was the second-largest refrigerator manufacturer (with about 6% of the global market) behind...
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...Business Plan Of Summit Rx Inc Table of Contents 1.0 Executive Summary 3 1.1 The Products 4 1.3 Mission Statement 5 1.4 Management Team 5 1.5 Sales Forecasts 6 1.6 Expansion Plan 7 2.0 Company and Financing Summary 8 2.1 Registered Name and Corporate Structure 8 2.2 Financial Position 8 2.3 Investment 10 2.4 Management Equity 10 3.0 Products and Services 11 3.1 Online Sales of Products. 11 Baby Care 11 Grocery 11 Personal Care 11 OTC Medicines 11 Cosmetic 12 Fitness Centre 12 3.4 Shipping and Handling Fees 12 4.0 Strategic and Market Analysis 13 4.1 Economic Outlook 13 4.3 Customer Profile 13 4.4 Competition 14 5.0 Marketing Plan 17 5.1 Marketing Objectives 17 5.2 Marketing Strategies 17 5.3 Pricing 18 The Company believes in healthy Competition, so we will offer our Products at competitive Price. The Company will offer discounts on the large order or at wholesale Quantity. 18 6.0 Organizational Plan and Personnel Summary 18 6.1 Corporate Organization 18 6.2 Organizational Budget 19 6.3 Management NOTE: 20 7.0 Financial Plan 23 7.1 Underlying Assumptions 23 7.2 Sensitivity Analysis 23 7.3 Source of Funds 24 7.4 General Assumptions 24 Monthly Sales Revenue (PROJECTED) 25 Yearly Sales Forecast 26 7.5 Profit and Loss Statements 27 Executive Summary The Summit, RX Inc. (hereafter, “The Company”) business plan provides the structure and focus against which we can measure future financial...
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...This report is to be submitted as "2008 Korea Pharmaceutical Industry Directory" as part of the "Actual analysis of Korean pharmaceutical Industry", Korea Health Industry Development Institute(KHIDI)'s own project. December 2008 ￭ ￭ ￭ • ⅰ Chapter 1. Outline of The Project 1. Objectives and Background of Investigation ◦The existing directory book has indicated limitations in promoting Korean pharmaceutical industry internationally or domestically, failing to offer practical help. ◦For this reason, this investigation is to have a thorough grasp of ranges of business and current status of investments and technology by pharmaceutical and companies to utilize and in to strengthen their industrial by competitiveness promoting them overseas collecting and offering basic data needed for promoting transfer of technology with home and abroad institutions. ◦Also, necessity for systematic and detailed data of industrial current status that can be utilized by companies who are making commitment for the development of pharmaceutical industry. 2. Targets and Contents of Directory Book 1) Targets for directory book •Korean Pharmaceutical companies: 81 companies. 2) Contents of directory book •Investigation items 3. Method and Way for Utilization 1) Method □ Ways to select investigation targets and to promote them were developed through consultation from consultation committees and domestic pharmaceutical companies (including unlisted ones) ◦Investigated...
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...Market Data / Supplier Selection / Event Presentations / Best Practice / Template Files / Trends & Innovation Online Reputation and Buzz Monitoring Buyer's Guide 2010 Online Reputation and Buzz Monitoring Buyer's Guide 2010 Published April 2010 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010 Econsultancy 4th Floor, The Corner 91-93 Farringdon Road London EC1M 3LN United Kingdom Econsultancy New York 41 East 11th St., 11th Floor New York, NY 10003 United States Telephone: +1 212 699 3626 http://econsultancy.com help@econsultancy.com Telephone: +44 (0) 20 7269 1450 Contents 1. Introduction ..................................................................... 1 1.1. About Econsultancy ..................................................................... 1 2. Executive Summary ......................................................... 2 3. Market trends .................................................................. 4 3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. Market set for strong growth as rise of social media increases importance of online reputation ................................. 4 Buzz monitoring becomes a hygiene factor for businesses seeking to manage risk .........................
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...Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 5 Consumer Markets and Consumer Buyer Behavior marketChapter Preview You’ve studied how and use ers obtain, analyze, information to develop customer insights and assess marketing programs. In this chapter, we take a closer look at the most important element of the marketplace—customers. The aim of marketing is to affect how customers think and act. To affect the whats, whens, and hows of buyer behavior, marketers must first understand the whys. In this chapter, we look at final consumer buying influences and processes. In the next chapter, we’ll study the buyer behavior of business customers. You’ll see that understanding buyer behavior is an essential but very difficult task. To get a better sense of the importance of understanding consumer behavior, we begin by looking at GoPro. You may never have heard of GoPro, the small but fast-growing company that makes tiny, wearable HD video cameras. Yet few brands can match the avid enthusiasm and intense loyalty that GoPro has created in the hearts and minds of its customers. GoPro knows that, deep down, it offers customers much more than just durable little video cameras. More than that, it gives them a way to share action-charged moments and emotions with friends...
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...Development of Apparel Industry in Bangladesh Garment Industry Large-scale production of readymade garments (RMG) in organised factories is a relatively new phenomenon in Bangladesh. Until early sixties, individual tailors made garments as per specifications provided by individual customers who supplied the fabrics. The domestic market for readymade garment, excepting children wears and men's knit underwear (genji) was virtually non-existent in Bangladesh until the sixties. Since the late 1970s, the RMG industry started developing in Bangladesh primarily as an export-oriented industry although, the domestic market for RMG has been increasing fast due to increase in personal disposable income and change in life style. The sector rapidly attained high importance in terms of employment, foreign exchange earnings and its contribution to GDP. In 1999, the industry employed directly more than 1.4 million workers, about 80% of whom were female. With the growth of RMG industry, linkage industries supplying fabrics, yarns, accessories, packaging materials, etc. have also expanded. In addition, demand for services like transportation, banking, shipping and insurance has increased. All these have created additional employment. The total indirect employment created by the RMG industry in Bangladesh is estimated to be some 200,000 workers. In addition to its economic contribution, the expansion of the RMG industry has caused noticeable social changes by bringing more than 1.12 million...
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...situation. LOGISTICS CASE STUDY DEVELOPED F OR : COUNCIL OF LOGISTICS MANAGEMENT Walls (China) Co., Ltd. Logistics Operations Startup In mid 1994 the Unilever company Walls (China) Co started manufacturing and selling ice cream in China. Bob Smith, the General Manager of Wall’ outlined some of the s challenges: Operating in China means a number of new concepts for the Chinese managers -profit, selling and customer service. The Chinese manager of the past sat in his office and the customers came to him. It was absolutely a supply driven market. I read in an official report some time ago a list of phrases that should not be used when talking to customers. The list included “Go away and don’ waste my time’ t and ‘ Can’ you hear? Are your ears dirty?’This has now changed and a key to t success is getting our product out to the customers. Distribution costs here are 20 per cent of MPS compared to 5 per cent in Europe. As Loic Courant, Bob Smith’ Commercial Manager in Shanghai, summarized the s situation: He who wins logistics wins China. Unilever in China Unilever is an Anglo-Dutch company that has over 500 operating units in 75 countries. The company markets over 1000 brands, including margarine, soap, food products, cleaning products, personal care products and specialty chemicals, and employs over 300,000 people worldwide. Revenues in 1994 were $US42 billion. In the 1920s Unilever established a soap operation in China which was nationalized in the 1950s. The company returned...
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...Human Resource Management Delta Case Study: Improving Delta’s Profit Margin Written by Filiz McNamara, Ogochukwu Udekwe and Vicki Troftgruben February 21, 2011 Table of Contents Page Introduction 3 External Environment 3 Internal Environment 18 Systems and Stakeholder Analysis 32 Conclusion 34 Problem Identification 36 Generation and Evaluation of Alternatives 37 Recommendation 38 Decision Implementation 39 References 40 Introduction Delta Airlines was founded by C.E. Woolman, an agriculture extension agent (Anthony, Kacmar, & Perrewe, 2010). C.E Woolman was not a banker, venture capitalist or war pilot, as many of the competing airlines were. He didn’t have the aggressive military style that many of the other airline founders had. What C.E. Woolman instilled within the employees at all levels of the organization is that people matter and should be treated fairly and equitably. This philosophy led Delta Airlines to be the leader in customer service from the company’s inception through the many mergers over the years. Through the difficult financial times when other airlines were laying off employees and filing for bankruptcy, Delta continued to pay their people well and keep them employed. There was an exception during the Ronald Allen CEO era of 1987 thru 1997. Human relations took a significant down turn during his tenure as CEO, especially during 1993 and 1994, but Delta decided to part ways with Allen and began repairing...
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...reporting huge losses. The industry, taking cue from the global developments had moved towards consolidation of stakes so as to scale down excess competition. Many mergers and acquisitions took place which may result in significant synergies in the industry. This strategy to tie-up with the competitor rather than bleed millions by way of losses is seen as an exemplary move towards healthy competition. The opportunities as well as the challenges these mergers bring to the aviation industry is to be seen. This is about the air-side of the coin. And the land-side development mainly based on the revenue generated by the airport authorities. The study mainly goes through the landside development constituting the study of public private partnership in development of the airport city. This report mainly consists of the study of the industrial sector and how the development is sustained. Organization selected for the study is “CHENNAI INTERNATIONAL AIRPORT”.A brief structured input is given for the organizational information. Few marketing strategies are developed to improve the airport condition. The scope of the study is confined to the development of strategies. Hence the further study can be made up on actualization of the strategies. 1. INTRODUCTION Air India was set up by J.R.D. Tata,...
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...Mobile Handset Subsidies Strategy Implementation Team 6 Bibin Bopan E011 Shirshendu Dutta E015 Suman Ghosh E019 Srihari Rao Kasaraneni E028 Satchit Sawant E045 Utsav Shah E045 Shubham Shukla E049 Contents Mobile Handset Subsidies 1 Part1 2 Introduction on handset subsidies and their purposes 2 Part 2 4 Different subsidy models used across different economies and firms 4 (Except India/Indian) 4 Part 3 6 Subsidies and Implementable Models for India 6 Part 5 9 Government Regulations on Mobile Handsets 9 Part1 Introduction on handset subsidies and their purposes Handset Subsidy as defined by Technology Glossary is: Handset Subsidy: Frequently, a wireless company will sell a phone (handset) below cost, with the hope of making up the loss later on customer usage fees. The amount of loss per handset is called the handset subsidy. Purpose behind lowering upfront payment for mobile handset devices: A lot of purposes could be attributed to models that lower upfront payments for handsets in return for longer term service contracts designed to recover fees in One to Three years. a. Upfront costs for new mobile handsets or tablets could be a barrier for people who are otherwise willing to pay in instalments. b. Ability to lock in customers or retain old ones or to attract them from other operators by giving them better handsets by more valuable contracts. c. Leveraging the capabilities...
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