...MARKETING ASSIGNMENT -Cartoon reference (www.businesscartoon.co.uk), website accessed 10 June 2013 Course: MBA (Full Time) Module: Marketing Task: “Critically analyse the various methods of evaluating consumer and business markets and how this can be used to inform the marketing plan” Submitted by: Mannu Kantt S1123714 Date: 17 June 2013 TABLE OF CONTENTS INTRODUCTION 4 COMPARISON OF CONSUMER AND BUSINESS MARKETS 6 METHODS OF EVALUATION 7 IMPORTANCE OF THE EVALUATION METHODS & SUMMARY 14 REFERENCES 15 INTRODUCTION At present every individual has varied preferences and infinite aspirations that pose a significant challenge for a marketer to prompt consumers to purchase a particular product and build long term affinity for a brand. A marketer needs to have an understanding of the target market aimed for the product; comprehensive knowledge about the consumer’s buying behaviour and factors that influence the buying behaviour. There are two types of markets in the business environment and these are categorised as consumer market and business market. In the consumer market, the goods or services are bought directly by the end of the chain consumer for the personal use. For example- breakfast cereals usually called convenience goods. Also, shopping products such as televisions, and electronic devices as well as professionals offering services like lawyers are classified as speciality products. In...
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......................................................4 4. Situation Analysis………………………………………………………………………………………….…6 4.1 Historical Context……..…………..………………………………………………………………6 4.2 Industry Analysis………………………………….………………………………………………7 4.3 Market Analysis………………………………………………….……………………………….7 4.4 Competitor Analysis…………………………………………………………….………………..8 5 Objectives and Measurement of success………………………………………………………….….……..9 5.1 Communicating Objectives ……………………………………………………………..………9 5.2 Quantitative Benchmarks ………………………………………………………………….…..10 5.3 Measurement Analysis/Criteria for Success…………………………………………………..13 5.4 Time Frame……………………………………………………………………………………..13 6.0 Budgeting ……………………………………………………..………………………………………….13 7.0 Proposed Strategy …………………………………………………..……………………………….….16 7.1 Performance ……………………………………………………….…………………………..17 7.2 Assessment …………………………………………………………..………………..……….18 8.0 Advertising Campaign Proposal …………………………………………….…………………………19 8.1 General Objectives……………………………………..……………………………..………...19 8.2 Specific Objectives…………………………………………………………………..………….19 8.3 Media Strategy…………………………………………………………………………………..20 8.3.1 Flyers…………………………………………………………………………………20 8.3.2 Newspaper Advertisement………………………………………………………….26 8.3.3 Business Cards………………………………………………………………………28 8.4 Specific research……………………………………………….……………………………….30 8.5 Evaluation……………………………………………..…………..………….….……………..30 9.0 Web Campaign Proposal ………..…………………………………………….…………..…………….31 9.1 General Objective………………………………………………………………………………31 ...
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...1. INTRODUCTION OF STARBUCKS COFFEE The company, Starbucks Coffee was initially incorporated in the year 1971 by 3 entrepreneurs in Seattle where the business of the company is mainly selling whole bean coffee. Throughout the years of 1990s, Starbucks Coffee under the leadership of Howard Schultz, the company had expanded and growth rapidly with several efforts done. Starbucks coffee started its global expansion from year 1996 opening its first store outside of North America in Japan. Opening globally made Starbucks Coffee Company to record total net revenues of USD 9.8 billion for its business sales and operation. One of the Starbucks Coffee Company globally expansion market is Malaysia Food and Beverages Industry. Starbucks Coffee Company expanded to Malaysia in year 1998. The mode of entry of Starbucks Coffee Company to Malaysia expanding and operating its business through the mode of licensing. Berjaya Corporation Berhad is the company that obtained the license to operate Starbucks Coffee Company locally. Berjaya Starbucks Company Sdn. Bhd. Is formed and jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad. Starbucks Coffee Malaysia opened its first store on 17th December, 1998 at KL Plaza Bintang, Kuala Lumpur. The business of Starbucks Coffee Malaysia basically are selling of espresso and coffee beverages, non-espresso and coffee beverages, coffee-related accessories and equipment, gift and merchandise, souvenirs, pastries and confessions...
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...Amazon.com: Culture of Metrics Why a case study on Amazon? Surely everyone knows about who Amazon are and what they do? Yes, well, that may be true, but this case goes beyond the surface to review some of the ‘insider secrets’ of Amazon’s success. Like eBay, Amazon.com was born in 1995. The name reflected the vision of Jeff Bezos to produce a large-scale phenomenon like the River Amazon. This ambition has proved justified since, just 8 years later, Amazon passed the 5$billion sales mark – it took Wal-Mart 20 years to achieve this. By 2008, Amazon is a global brand with over 76 million active customers accounts and order fulfillment to more than 200 countries. Despite this volume of sales, at 31 December 2007, Amazon employed approximately 17,000 full-time and part-time employees. In September 2007, it launched Amazon MP3, a la carte DRM-free MP3 music downloads, which now includes over 3.1 million songs from more than 270,000 artists. Vision and Strategy In their 2008, SEC filing, Amazon describes the vision of their business as to: Relentlessly focus on customer experience by offering our customers low prices, convenience, and a wide selection of merchandise. The vision is to offer Earth’s biggest selection and to be Earth’s most customer-centric company. Consider how these core marketing messages summarizing the Amazon online value proposition are communicated both on-site and through offline communications. Of course, achieving customer loyalty...
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...Marketing Plan for Oreo Cookies in Poland TABLE OF CONTENT Executive Summary 4 Business Mission 4 External Marketing Audit 5 Macro-environment - PEST Analysis 5 The Market 6 Competition for Oreo in the Polish market 7 Internal Marketing Audit 8 Operating Results 8 Strategic Issue Analysis 8 Marketing Mix Effectiveness – 4 P’s 9 SWOT Analysis OREO 10 Marketing Objectives 11 Strategic Thrust 11 Strategic Objectives 11 Core Strategy 12 Target Markets 12 Competitor Targets 12 Competitive Advantage 12 Marketing Mix Decisions for Poland 13 Product 13 Promotion 13 Price 13 Place 13 Budget 14 Sales and breakeven 14 Promotion expenditure 14 Organisation 14 Implementation 15 Marketing control 15 Action plan (see excel) 15 Reviews 15 Bibliography 16 Executive Summary This report is the marketing plan for the proposed market development of Oreo brand to Poland. The purpose of the plan is to analysis the feasibility and profitability of introducing Oreo brand to Poland market. Oreo brand is one of our leading brands and it constitutes a substantial part of our revenue in the previous years. Oreo is the biggest selling cookies in china in 2006 and it sales reach $1 billion in US in six months. Oreo is a sweet, creamy chocolate with moderate amount of calories and also serve as complementary products. Well packaged and easy to unwrap. ...
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...2013 Names: Kevin South, Kevin Doherty and Michael Griffin Student ID’s: 13023543, 0751294, and 13051539 Module Title: Management Principles MG6111 Lecturer: Marese Kelly Table of Contents Introduction Page. 1 Mission Statement Page. 1 Vision Statement Page. 1 Problem 1: Planning Page. 2 Strategic Planning 1.1 Page. 3 Contingency Planning 1.2 Page. 4 Problem 2: Lack of internal & external analysis during the planning process Pages. 5-9 Problem 3: Inadequacy of micro-environmental analysis while planning Pages. 10-13 Recommendations Page. 14 Recommendation 1.1: Strategic planning Page. 14 Recommendation 1.2: Contingency planning Page. 15 Recommendation 2: SWOT analysis Page. 16 Recommendation 3: Competitive environment analysis Page. 17 Conclusion Page. 18 Bibliography Pages: 19-20 Introduction: In 1921, HMV’s first official store was opened in London’s Oxford Street by the very well-known British composer and conductor, Sir Edward Elgar. Through the years the company steadily increased in size but “it was really in the Eighties, through the combined catalyst of Liveaid in 1985 and the advent of the compact disc around the same time that HMV really took off as a leading retail brand with a national...
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...Master of Business Administration - International Business & Entrepreneurship Master Thesis EFO705 - Thesis Group 2019 Study Terms 2007-2008 School of Sustainable Development of Society and Technology Malardalens University Vasteras, Sweden. Marketing Communication of Pepsi & Coca Cola in Pakistan! Muhammad Kashif Omer Malik 840310-P655 E-mail: m_04119_omer@hotmail.com Tutor: Leif Linnskog Date: 01 Sep 2008 Marketing Communication of Pepsi & Coca Cola in Pakistan 2008 Extracts Date Author 01 September 2008 Muhammad Kashif Omer Malik Qilah Lachman Sing, Ravi Road, Lahore, Pakistan. m_04119_omer@hotmail.com +923214912558 Master level thesis in Business Administration (15 ECTS) Marketing Communication of Pepsi and Coca Cola in Pakistan Leif Linnskog How the marketing communication of Pepsi cola and Coca cola is seen in Pakistan and how come the strong position of Pepsi cola? The research is done basically on the qualitative format in which some facts and figures are used for the support of the central issue of research. The data was collected by approaching different sources including primary and secondary styles. The purpose of this research is expose the facts of the appearance of both Pepsi and Coca Cola in Pakistan in terms of marketing communication. This research is mainly based on the marketing communication in which the purpose is to expose the either company’s marketing communication on the media and contribute the matter to the fact of Pepsi cola’s strong...
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...Using Cultural Differences to Determine Motivational Techniques Delta State University Choosing a motivational style is such an important aspect of the culture of a company. Not fully understanding the culture of a company can limit the potential success of employees substantially. Alternatively, when a manager creates a culture of both individual and collective human excellence, employee performance increases significantly. In negative, low-performing cultures, there is confusion about goals and roles, conflict among members, disempowerment, and not much listening. Examples of positive, high-performing cultures include those that have a common known goal, an open flow of communication, a passion to deliver results, and clear roles for decision making (Anderson & Anderson, 2010, p. 189). The question is: how do managers take the business culture from the negative, low-performing culture to the positive, high-performing culture? The answer is motivation! All managers must discover what motivates their employees. Managers also must consider what pushes employees to maintain higher productivity, have increased job satisfaction, meet organizational goals, and strive to be competitive in the job market today. When a leader can understand what motivates his or her employees, then employees will invest in the improvement of the company (Adler & Gunderson, 2008, p. 184). As the business world becomes more global each and every day, managers must also begin to think more...
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...The Tudors: A Very Short Introduction VERY SHORT INTRODUCTIONS are for anyone wanting a stimulating and accessible way in to a new subject. They are written by experts, and have been published in more than 25 languages worldwide. The series began in 1995, and now represents a wide variety of topics in history, philosophy, religion, science, and the humanities. Over the next few years it will grow to a library of around 200 volumes- a Very Short Introduction to everything from ancient Egypt and Indian philosophy to conceptual art and cosmology. Very Short Introductions available now: ANCIENT P H I L O S O P H Y Julia Annas THE ANGLO-SAXON AGE John Blair ANIMAL RIGHTS David DeGrazia ARCHAEOLOGY Paul Bahn ARCHITECTURE Andrew Ballantyne ARISTOTLE Jonathan Barnes ART HISTORY Dana Arnold ARTTHEORY Cynthia Freeland THE HISTORYOF ASTRONOMY Michael Hoskin ATHEISM Julian Baggini AUGUSTINE HenryChadwick BARTHES Jonathan Culler THE B I B L E John Riches BRITISH POLITICS Anthony Wright BUDDHA Michael Carrithers BUDDHISM DamienKeown CAPITALISM James Fulcher THE CELTS Barry Cunliffe CHOICETHEORY Michael Allingham CHRISTIAN ART Beth Williamson CLASSICS Mary Beard and John Henderson CLAUSEWITZ Michael Howard THE COLD WAR Robert McMahon CONTINENTAL PHILOSOPHY Simon Critchley COSMOLOGY Peter Coles CRYPTOGRAPHY Fred Piper and Sean Murphy DADAAND SURREALISM David Hopkins DARWIN Jonathan Howard DEMOCRACY Bernard Crick DESCARTES TomSorell DRUGS Leslie Iversen TH E EARTH Martin Redfern EGYPTIAN...
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...developed from its first simple songs and stories to its present complexity in prose and poetry. To carry out these aims we have introduced the following features: (1) A brief, accurate summary of historical events and social conditions in each period, and a consideration of the ideals which stirred the whole nation, as in the days of Elizabeth, before they found expression in literature. (2) A study of the various literary epochs in turn, showing what each gained from the epoch preceding, and how each aided in the development of a national literature. (3) A readable biography of every important writer, showing how he lived and worked, how he met success or failure, how he influenced his age, and how his age influenced him. (4) A study and analysis of every author's best works, and of many of the books required for college-entrance examinations. (5)...
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...BLYTHE Essentials of Marketing ii Marketing Planning: principles in practice We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing please visit us on the World Wide Web at: www.pearsoned.co.uk Last A Head on Spread 000 Jim Blythe University of Glamorgan Essentials of Marketing Third Edition Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published under the Financial Times Pitman Publishing imprint 1998 Second edition 2001 Third edition 2005 © Financial Times Professional Limited 1998 © Pearson Education Limited 2001, 2005 The right of Jim Blythe to be identified as author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting...
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...Abstract The Power of Social Networking Sites in the context of Online Recruitment A thesis submitted in part fulfilment of the requirements for the award of BA Honours Management Author: Adeel Qurashi Mr Bill Sutherland 17th of April 2009 Robert Gordon University Aberdeen Business School Garthdee Road Aberdeen AB10 7QE Tel: + 44 1224 262000 Web: www.rgu.ac.uk Supervisor: Date: The Power of Social Networking Sites in the context of Online Recruitment II Abstract Abstract Social Networking Sites are experiencing a rapid growth; there seems to be no limit to their size. Many Social Networking Sites boast with millions of members using their networks on regular basis to communicate, share, create, and collaborate with others. Popular examples of these Social Networking Sites are Facebook, LinkedIn and Bebo. Although most of these sites lack decent business models, they are valued at millions of pounds. Google paid 1.5 billion dollar for YouTube when it wasn’t even earning a single penny. The reason successful Social Networking Sites have become so valuable is due to the amount of people that are using it; and people are exactly what organisations are after. This report aims to find out whether Social Networking Sites have the same value in the context of recruitment. Academic literature extensively discusses online recruitment, however not much is said about recruitment on Social Networking Sites: ‘Sociocruitment’. Research revealed that professionals...
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...Master Thesis in Marketing STRONG BRANDS How Brand Strategy and Brand Communication Contribute to Build Brand Equity THE CASE OF NAVIGATOR Student: Daniela Yasenova Baeva Supervisor: Professor Doctor Arnaldo Fernandes Matos Coelho May, 2011 Master Thesis in Marketing STRONG BRANDS – How Brand Strategy and Brand Communication Contribute to Build Brand Equity: THE CASE OF NAVIGATOR 1 ABSTRACT In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show...
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...UNIVERSITY OF NICE SOPHIA ANTIPOLIS Institut d’Administration des Entreprises ROLES AND CONSIDERATIONS OF BRAND COMMUNICATIONS IN BRANDING: ADVERTISING, BRAND ELEMENTS, ONLINE ACTIVITIES Mémoire en vue de l’obtention du Diplôme De Master II ès Sciences de Gestion Soutenu par: Mojtaba Jebreili & Dirigé par: Professeur Damien Bo Advisor: Professeur Camelia Akbari Année universitaire: 2009-2010 0 Acknowledgment First of all I want to direct my thanks to my supervisor, doctor Damien Bo and appreciate him for useful feedbacks. Secondly I appreciate my advisor, doctor Camelia Akbari for her useful comments. Finally I would like to thank my family and special thanks to my dear wife who supported me during conducting this thesis just as always. University of Nice 2010 Mojtaba Jebreili i Abstract Brand is a very important element in today's life. Brand management has become a serious task for marketing and branding departments in all firms. While branding is a comprehensive issue dealing with all parts of a company, there are some branding tasks which are specifically accomplished by marketing and branding departments or branding companies. One of these tasks is brand communications consisting of the selection and design of brand elements, advertising and online branding. This thesis focuses on a qualitative review of different aspects of brand communications, while discussing their role in branding. The main questions in this thesis are the role and considerations...
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...Essays Essays Part II. 2, 2.] Part II. 2, 2.] Essays The Project Gutenberg EBook of Essays, by Ralph Waldo Emerson This eBook is for the use of anyone anywhere at no cost and with almost no restrictions whatsoever. You may copy it, give it away or re-use it under the terms of the Project Gutenberg License included with this eBook or online at www.gutenberg.net Title: Essays Author: Ralph Waldo Emerson Editor: Edna H. L. Turpin Release Date: September 4, 2005 [EBook #16643] Language: English Character set encoding: ISO-8859-1 *** START OF THIS PROJECT GUTENBERG EBOOK ESSAYS *** 1 Essays Produced by Curtis A. Weyant , Sankar Viswanathan and the Online Distributed Proofreading Team at http://www.pgdp.net ESSAYS BY RALPH WALDO EMERSON Merrill's English Texts SELECTED AND EDITED, WITH INTRODUCTION AND NOTES, BY EDNA H.L. TURPIN, AUTHOR OF "STORIES FROM AMERICAN HISTORY," "CLASSIC FABLES," "FAMOUS PAINTERS," ETC. NEW YORK CHARLES E. MERRILL CO. 1907 CONTENTS INTRODUCTION LIFE OF EMERSON CRITICAL OPINIONS CHRONOLOGICAL LIST OF PRINCIPAL WORKS THE AMERICAN SCHOLAR COMPENSATION SELF RELIANCE FRIENDSHIP HEROISM MANNERS GIFTS NATURE SHAKESPEARE; OR, THE POET PRUDENCE CIRCLES NOTES PUBLISHERS' NOTE Merrill's English Texts 2 Essays 3 This series of books will include in complete editions those masterpieces of English Literature that are best adapted for the use of schools and colleges. The editors of the several volumes will...
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