...SOSTAC™ e-marketing plan for B2B Company What is SOSTAC™ ? The SOSTAC Planning System is one of the most powerful planning systems ever developed. Simple but extremely effective, as it contains all the ingredients vital for the perfect marketing plan. Whether a blue chip, like IBM and BT, or small business, professionals who discover SOSTAC Planning System embrace it for life. This method will help you to create, write and develop your marketing plan by breaking down into six elements: Situation analysis, Objectives, Strategy, Tactics, Action and Control. Figure 1 SOSTAC™ - a generic framework for e-marketing planning How does it work on B2B company e-marketing plan? 1. Situation analysis Internal audits •Current internet marketing audit (business, marketing and internet marketing effectiveness) •Audience composition and characteristics •Reach of web site, contribution to sales and profitability •Suitability of resources to deliver online services in face of competition External audits •Marco-economic environment •Micro-environment C new marketplace structures, predicted customer activity •Competition C threats from existing rivals, new companies and intermediaries Assess opportunities and threats (SWOT analysis) •Markets and product positioning •Methods of creation of digital value and detailed statement of customer value poposition 2. Objective analysis •corporate objectives of online marketing •detailed objective;...
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...TermPaperWarehouse.com - Free Term Papers, Essays and Research Documents The Research Paper Factory JoinSearchBrowseSaved Papers Home Page » Business and Management Case of Gm (Non-Market Environment) In: Business and Management Case of Gm (Non-Market Environment) Question 1: Identify and explain the 4l’s based on the case. a. Issues The dispute over the safety of the PICKUP TRUCKS, vehicle safety and defective design Firstly, the root cause is that the GM company has a unreasonable design of their gas tank on the collisions GM C/K pickups, the report shows that this pickups’ gas tank was too close with the bumper, it only 25 centimeters long. This is dangerous because that will cause explosions if there is any strike. A safety design should be place the gas tank on the top of axle or add on a shield between the gas tank and bumper. Further, the report also shows that the gas tank design was used for trucks manufactured between 1979 and 1987, and the fact is GM knows about their design problem but take no measure to fix or recall their cars because that will cause more cost. At the Moseley case happens, there are at least 130 other lawsuits involving the design of the gas tank GM need to faced. So the major issue of this case in this point is that whether the gas tank design and placement were defective and because that explosion case after their pickup was struck on the side by another vehicle. And those assumptions were proved by the GM engineer who is testified...
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...Product and Company overview: Lion Nathan is one of biggest alcoholic beverages company in Australia and market- leading brands in beer, fine wine and spirits. This report is based on the alcohol brand and the main focus is analysis and recommendation of the brand marketing project. We are introducing the brand of Tooheys New, which is one of the best sales in Lion Nathan and occupy Australia region successfully. Major Theoretics: This report will cover several marketing theories, such as PESTEL, SWOT analysis, marketing mix, target market, brand value, CSR, organisational culture and analysis that how to successful promote their brand with plain product package. Define Environment and Influence: Increase sale based on customer loyalty. Macro and micro environment affect company’s business strategy. Macro environment related to policy and community. Because the government banning advertising and the law of the alcohol taxation was increased every year, it is negative effect to alcohol industry growth. Micro environment related to competitors and other internal issues. the first competitors Foster’s Group occupies the beer sale top 1 and 2, it push Tooheys New use low-cost strategy to compete with rival, created high brand reputation to attract customers and find new opportunity to expand market share in the global. Research and Problems: Our group found some websites information and journals to support report and search key words, such as Lion Nathan, brand value and CSR....
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...Chapter 2 Environment * Marco-environment * pestel analysis Political economical social technological environmental legal * micro-environment * Michael portal’s five force framework Attractiveness of the industry and sector * Competitive rivalry * Competitor balance * Economic growth rate * High fixed cost * High exit barrier * Low differentiation * Threat of entry * Expected retaliation * Scale and experience * Access to suppliers and buyers * Legal and regulation * Differentiation * Threat of substitutes * The price/performance ratio * The extra-industry effect * The power of buyer * The concentrated buyers * Low switching cost * The competitive buyer * The power of supplier * The concentrated supplier * High switching cost * The competitive supplier * Types of industry * Monopolistic * Oligopolistic * Hypercompetitive * Perfect competitive industry * Industry life circle * Development growth shark-out maturity decline * Strategic group * Organizations who have similar strategic characteristics and perform the similar strategies * Strategic segment * A group of customers who have similar needs that different from other customers needs of other parts of the industry. Variance in customers’ needs Specialist in a segment group * Carve analysis Critical success factors Value curve Value innovation * Blue ocean ...
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...the Spider? http://www.HowMuchForSpider.com/TOC.htm Marketing Plan Example http://www.WebSiteMarketingPlan.com Marketing Plan Example Based on methods in the marketing plan and Web promotion guide How Much For Just the Spider? Strategic Website Marketing by Bobette Kyle, ISBN 1-59113-113-8 http://www.HowMuchForSpider.com/TOC.htm Copyright © 2002 - 2005 Bobette Kyle, WebSiteMarketingPlan.com 8050 Watson Road, Suite 315, St. Louis, MO 63119 http://www.websitemarketingplan.com All rights reserved. You may share this document with others as long as you keep the entire document intact. 1 Copyright © 2002 - 2005 Bobette Kyle All rights reserved. Based on methods in How Much For Just the Spider? http://www.HowMuchForSpider.com/TOC.htm Marketing Plan Example http://www.WebSiteMarketingPlan.com This not the kind of sample marketing plan you had in mind? Then take a look at this marketing plan software, with integrated samples to help write your plan: http://www.WebsiteMarketingPlan.com/mplan/software 1 Copyright © 2002 - 2005 Bobette Kyle All rights reserved. Based on methods in How Much For Just the Spider? http://www.HowMuchForSpider.com/TOC.htm Marketing Plan Example http://www.WebSiteMarketingPlan.com A Retail Business Example: Arlington Accessories and More To demonstrate the marketing plan development process detailed in the book, throughout this booklet I develop a sample Web site marketing plan for a fictional retailer. "Arlington Accessories...
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...A Case Analysis of Calyx and Corolla This analysis focuses on the case study of Calyx & Corolla, a mail order flower company. Calyx & Corolla is a relatively new company that utilizes a different distribution channel than conventional companies for fresh flowers. Calyx & Corolla mails flowers direct from the growers to the customers via Federal Express and eliminates the middleman (Appendix A). This permits Calyx & Corolla to provide fresher, longer-lasting flowers to consumers. The management of Calyx & Corolla is contemplating a change in their long-term business strategy as they examine their ability to compete with more traditional outlets such as retail flower shops and wire services like FTD. Ruth Owades, the founder of Calyx & Corolla, has hired Marketing Consultants (MarCo) to assess the strengths and weaknesses of her business and make recommendations on how her company can fully develop their mail order concept. Background: Calyx & Corolla is a small mail order flower company that was founded in 1988 by Ruth Owades. Ms. Owades secured $2 million in capital from approximately 18 different investors in order to launch the company. By 1991, Calyx & Corolla exceeded $10 million in annual sales and Owades and her associates were reassessing the firm's long-term growth strategy (Wylie and Salmon, 1991). Up to this point, Calyx & Corolla was primarily a mail order company, but management is now considering expanding their market and is...
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...Module 1 Executive summary and Introduction A. Summary of the study People started using public transportation in a higher rate because of sky rising gas price, unavoidable traffic congestion and growing environment pollution. Current generation has calculated the time and money spent on everyday transportation and decided to leave their car back home or at nearby railway station while commuting to office or downtown. Hence the utilization of taxi cab service has increased over the time. A taxi business is a potentially profitable venture that you can invest on particularly if you live in the city and there are plenty of people who need the services of cabs. The taxi business is also a good business idea especially nowadays that people are already acknowledging the advantages of using public transportation over driving their own cars. If you are interested in a taxi business, here are some of the things that you will be interested to know: The Taxi cab Taxi cabs are your most important requirement to start a taxi cab business. It will be up to you to decide what car model you will use but it is best to inquire first from your licensing agency because there may be particular types of car that are required for use by taxi businesses. Operators of taxi businesses also have the option in choosing whether they will buy second hand cars or purchase new cars for their taxi business. If you prefer to use new cars for your taxi cab business, it is important that you...
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...[Type your address] [Type your phone number] [Type your e-mail address] FINANCIAL ACCOUNTING FOR MANAGERS Marketing Management II Course Professor: Dr. Kartik Dave Contact: 9873099223 Opposite Conference Room, First Floor Contact no.: 0120-2323001-10 Ext 360 Email: kartik.dave@bimtech.ac.in Course Objectives: In Marketing Management II, students would be introduced to the tactical areas of marketing – the various marketing mix (the four Ps) strategies: Product Strategy Pricing Strategy Place (Distribution) Strategy Promotion (Communication) Strategy This will enable the students to combine their earlier knowledge in the strategic areas of marketing (covered in Marketing Management I) with that in the tactical marketing strategies to improve their problem solving and decision-making abilities in the real life business situations. Pedagogical Methods: The course employs a balanced mix of lectures/class discussions and cases /assignments/projects. Class lectures and discussions provide an exposition of key concepts, and are supported by current marketing practices. The cases/assignments/projects provide an opportunity to apply the theories, concepts, and analytical devices developed in the lectures. Lecture / Class Discussion: This time will be devoted to the presentation of theories, concepts, and analytical techniques useful for marketing management. The course outline indicates topic wise chapters of the relevant textbooks and also includes few other important...
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...How to Grow Market Share Promote your business: After all is said and done, it is the business, company, product or service that is known to the target customers that will gain a large market share. This is a very vital element of the steps needed to increase your business market share. It’s just common sense; people buy from those they know. So here is the question, how many people know about your business, company, product or service? You have to constantly put your business, company, product or services in the public’s eye. If you operate on a local level you have to think going to the state level, from the state to the national level, from national to global. What options are available to you for doing this? 1. Social Media: The internet is fast becoming the world’s most populous domain. You cannot phantom the number of people and the number of hours spent online. So, if you are serious about increasing your market share, go online. 2. Advertise, Advertise, Advertise: a. Offline, newspaper, flyers put around town, billboard, radio, word of mouth…. i. Flyers can be distributed in the local area on a monthly basis advertising specials, draws and promotions. ii. Sandwich Boards: Display 2 sandwich boards, one for either store end. b. Display window – see to it that the public can see a small portion of the whole line of your products displayed. 3. Get Back Former Customers: Another way to increase market share is to try and win...
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...INDEX 1. INTRODUCTION 1.1. 1.2. BACKGROUND ENVIRONMENT OF ENTREPRENEURIAL 2. THE IMPORTANCE OF SMEs 3. ROLE OF ENTREPRENEUR 4. ENTREPRENEURSHIP. International 5. INTERNATIONALIZATION PROCESSES. Theories. 5.1. 5.2. UPSALA MODEL. HECKSCHER-OHLIN MODEL 6. THE PROCESS OF INTERNATIONALIZATION 7. ENTREPRENEURIAL MARKETING 7.1. 7.2. 7.3. SWOT ANALYSIS MARKET ENTRY STRATEGY COOPERATION STRATEGY 8. TARGET COUNTRY 9. GEM 10. GOVERNMENT SUPPORT 11. CONCLUSION 12. RECOMMENDATIONS 13. REFERENCES 1. INTRODUCTION: For this work I decided to open in France Cocoon clothing company, located in Granada, retailing, I have chosen these two countries because they are within the top 5 countries of the European Union in the textiles sector and are two major countries with major fashion catwalks. I chose this company because it is a small company, and is a women's clothing store that has clothes very hard to find in other stores. I chose the fashion industry especially because according to my previous studies I think it's an everchanging industry in terms of fashion and is an area in which the image is very important in Spain. Cocoon is a shop that sold clothing especially at night but you can also find jeans, skirts, blouses, accessories, handbags and more clothing at prices that will chord with our product quality. Cocoon is a very experienced workers and always try to help the customer find what you want, is a company with more than 16 years of experience in this sector. 1.1...
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...Introduction. In recent times the sports sectors have began to see the importance of strategic marketing and planning. Researchers have said that if strategic marketing activities are not improved sports would not be able to endure the competition from the entertainment industry. This purpose of research is to: (A) Evaluate the conditions of the Marketing environment of Nike INC as a sports equipment company (B) Evaluate the recourse capability of Nike INC using appropriate analytical tools, highlighting its thresholds and unique resources and core competences (C) Evaluate the strategic fit of Nike INC using the analysis gather highlighting its strength and weakness. Company’s Profile. Nike INC is a sport Equipment company, It was founded on the 25th of February 1964 by Bill Bowerman as at then it was known as Blue Ribbon Sports. Its named was official changed on the 30th May 1978 to Nike INC. It is said that Bill Bowerman developed his interest in starting up a business while in Stanford. He believed his business would grow because as at then most Sport Shoes companies spent a fortune on labour by cost by manufacturing their Athletic Sports Footwear in countries like the USA were labour cost were high. He was convinced that by out sourcing production to Japan where labour is cheaper, Blue Ribbon prices would be cheaper than its contributor and thus it break into the Athletic Foot Ware industry and this was the beginning of the company which later became Nike INC. ...
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...paper aims at giving a contribution to the ongoing discussion about open source business implications. The research hypothesis is that open source represents a disruptive innovation for the software industry. The purpose is to understand, through case study research, how open source companies can develop successful business models. Funambol provides an interesting example of an optimized business model, able to leverage the open source advantage in an emerging market. The paper is structured in three main parts: the first one aims at outlining the research hypothesis and methodology. The second part identifies the unique competitive factors distinguishing open source business and the main business implications. The final part focuses on the analysis of the Funambol business case. Fabrizio Capobianco Funambol Inc Redwood City, CA, USA info@funambol.com Zend engine) and multiple commercial tools around it. - Dual licensing business model: the dual license approach is not based on one integrated license. It is rather a business policy that permits a customer to choose one of two licenses: either the GPL (typically) or a commercial license. For organizations developing open source applications, the dual license allows them to use the software at no charge under the condition that the complete source code for their application is available and freely redistributable; organizations that do not want to release the source code for their applications as open source...
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...Marketing analysis of five-star hotels in Suzhou city, Jiangsu province. I. Introduction “Oriental Venice” or “Paradise on Earth” that is how Suzhou usually called in travel directories. Suzhou was previously named the tourist city with the "most quintessential Chinese style" and a "Top 10 city of leisure in China" (1). Amazing places of interest as well as unique traditional festivals and local nature attract more and more international and domestic tourists every year. Obviously, this trend requires simultaneous development of the hotel industry. However, it is essential to keep the balance between growing supply and demand in the region as a main condition for a profitable hotel business. II. Suzhou general information. Suzhou is one of the key cities in Yangtze Delta which is renowned world-wide as a cultural, historic, industrial and tourism center. 1. Location 1.1 Geographical position and climate. The city is located in the South of Jiangsu province, boarding Shanghai on the East, the Taihu Lake on the west, Zhejiang province on the south and the Yangtze River on the north. Situated at the temperate zone and with subtropical oceanic monsoon climate, Suzhou enjoys four distinctive seasons, mild temperature and abundant rainfall. Since 42% area of the city is covered by water, including a vast number of ponds and streams, Suzhou is praised as the 'Oriental Venice'. Together with its mild climate, making it an available destination all year round, fertile...
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...University of Ballarat | Industry Analysis Report Gaming Industry in US | BUMKT 5922 Competitive Analysis Individual Assignment | | Carolina Dos Santos (ID: 30058334) | 9/4/2011 | Table of Contents 1. Executive Summary 3 2. Introduction 4 3. Marco Environmental Analysis 5 4. Industry Analysis 7 5. Strategic Options and Recommendations 10 6. References 13 7. Appendices 14 1. Executive Summary It is expected that US gaming will not be the world number one casino region in the world due to the rapid growth of other casino regions. With its long lasting history and reputation, it is still a very profitable industry because of its large domestic and foreign market share. The well known brand and large portion of market share maintain its global competitive advantage over competitors and substitutes. 2. Introduction Casino gambling becomes very popular around the world and it is one of the most common types of entertainment in US and many other countries. According to Investopedia, A casino has been defined as houses or accommodates that provide facilities for certain types of gambling activities. Casino is usually built in combine with hotels, restaurants, retail shopping and other tourist attractions. It also provides facilities for hosting live entertainment events and sporting events (Investopedia 2011). The industry has been growing very fast in the past few decades in relate to its size worldwide. It has a large impact to the...
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...DE LA SALLE UNIVERSITY Ramon V. del Rosario College of Business Master of Business Administration 1st Term, A.Y. 2015-2016 Go Nuts Donuts Submitted in Partial Fulfillment of the Requirements in Marketing Management Submitted to: Professor Regina C. Dy Submitted by: Marco Carlo S. Sana 13 OCTOber 2015 I. Statement of the Problem How can Go Nuts Donuts replicate and sustain its early success in the Philippines? How can Highland Coffee be incorporated to contribute to this success? II. Objectives Through this case analysis, the researcher aims to: * Identify the strengths and weaknesses of the brands and also its possible opportunities and threats; * Examine Go Nuts Donuts’ and Highland Coffee’s target market and its environment * Identify the needs of the target market and the brand’s growth potential * Formulate a strategic plan that will strengthen the brand’s market share; and * Offer recommendations that will help improve Go Nuts Donuts’ and Highland Coffee’s position in the market. III. SEGMENT, TARGET, POSITION Segment Go Nuts Donuts and Highland Coffee plans to keep to the broad B market. This market composes a good portion of the population that has had the opportunity to taste high-end donuts and coffee, but without the financial means to consistently avail of them on a day-to-day basis. Target Go Nuts Donuts and Highland Coffee were made to be affordable food items because most of its customers are...
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