...LORD ASHCROFT INTERNATIONAL BUSINESS SCHOOL EXAMINATION PAPER August 2012 BB430999S POSTGRADUATE MAJOR PROJECT – CAPSTONE MODULE TIME ALLOWED: 3 HOURS & 15 MINUTES INSTRUCTIONS TO CANDIDATES: 1. Students will be allowed 15 minutes reading time 2. Students are allowed to write on the question paper during that time, but NOT in the Answer Booklet 3. All questions carry equal marks 4. Start your answer to each question on a separate page Materials Permitted in the Examination: 1. Seven A4 sides of pre-prepared research may be taken into the examination room and should be submitted with the examination answer. 2. A single-volume, bilingual dictionary (without annotation). However, the use of electronic dictionaries or translators is not permitted. Mitigation – Academic regulations 6.86 - 6.94 6.90 Claims for mitigation must be submitted by the student or in exceptional circumstances (e.g. when a student has been hospitalised) by a Director of Studies, Programme Leader or Student Adviser on behalf of the student no later than five working days after the date on which an examination has been sat. Number of questions set: 2 Number of pages: 4 (including cover) Name of examiner/tutor: Dr. John W. Lang NOTE: All questions below relate to the Student Brief distributed in session 3 of the module regarding GOOGLE QUESTIONS: To be answered by ALL students 1. Critically analyse and evaluate the...
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...Identify marketing research methods in order to obtain and analyse market and competitive data Marketing Research is " the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process(Brisber,2009) On the questioning- Qualitative marketing research generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques ▪ Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. ▪ Techniques include choice modelling, maximum difference preference scaling, and covariance analysis. on observations: ▪ Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. See...
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...SOBRE LA MORAL COMUNISTA LA JUVENTUD ESTA DISPUESTA A “VIAJAR” EN LAS CUATRO DIRECCIONES * Chan Feng-meí (Secretaría de la célula general de la Liga de la Juventud Comunista en la brigada de producción Taikou, comuna Chang- tien, distrito Kuantien, Liaoning.) “Cuando los padres viven, los hijos no deben ir lejos”. Esto constituye un importante contenido en la reaccionaria doctrina de Confucio, cuya influencia es amplia y debe ser censurada. ¿Por qué Confucio planteó ritos y reglamentos como el que acabamos de citar? Sólo se puede encontrar la respuesta en la lucha de clases que se desarrollaba en la época en que vivió Confucio y en la posición política de éste. Confucio vivió en las postrimerías del Período de Primavera y Otoño, período que registra un tremendo cambio social, el paso del sistema esclavista al sistema feudal. La clase terrateniente recién surgida rivalizó con la reaccionaria clase de los esclavistas, en lo económico, político e ideológico y lanzó vigorosos ataques contra ella, a la vez que los esclavos se levantaban en rebelión contra los propietarios esclavistas. Bajo esta situación revolucionaria llena de desórdenes bajo el cielo, la reaccionaria clase esclavista no solamente cayó en desintegración en lo tocante a la dominación económica y política, sino que también marchaba hacia la descomposición ideológica y moral en las relaciones de clan y tribu. Por aquel entonces, los ministros no eran fieles a sus reyes, los hijos no sentían amor por los...
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...Much has changed in the online world with the introduction of new media, in particular the explosion of social media. This has not only changed how people interact and communicate with each other, it has also had a massive effect on how consumers interact with organisations and businesses. With this in mind, public relations practitioners must now consider how to engage their audience whilst embracing social media as part of an integrated public relations strategy. The term “social media” commonly refers to online social networking sites and blogs and has been proclaimed as leading a universal change that allows instantaneous worldwide, connected communication (Weaver Lariscy et al., 2009, p.314). Where traditional public relations methods such as press releases and statements, can be viewed as being structured and more of a scripted and guarded approach (Anonymous, 2010, p.1), social media has the ability to facilitate a more open engagement method tailored for the target audience, which can be effectively implemented within a multi faceted approach to gain rapid momentum for the organisation as it grows and evolves. Ultimately social media can be the element of a public relations strategy that ‘cuts to the chase’ and delivers the desired messaging to the audience and engages by provided an opportunity for two-way communication and a forum for public opinion, both good and bad (Hudson, 2010, pp.210-1). With this in mind, social media tactics must be aligned with the organisations...
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...Marketing Simulation Summary - Cruiser Thorr Angela DiMattia MKT/421 June 4, 2012 Matthew Rosenberg Markeitng Simulation Summary - Cruiser Thorr Thorr Motorcycles Inc. is a leader in the motorcycle industry with a turn-over of $ 5 billion, 200,000 units produced yearly, and 40% market share. What drove Thorr Motorcycles Inc. to success is the Lifestyle positioning which created a status buying in the high-end range market. The company’s management is headed by Benjamin Bao, the CEO, a highly experienced executive who leads the company, along with other seniors like Chriss Write, Chief Engineer, and Meredith Killgore, VP Brand communications. The target market for Thorr Motorcycles Inc. is the high-end segment, and customers’ age ranges from 35 to 50 years old. However lately, the company is suffering from sales decrease and loss of market share, mainly because target customers are getting older and are not interested anymore in buying into the lifestyle CruiserThorr represents. Additionally, competitors are focusing on new products sold at cheaper prices, and targeting the young generation with low disposable income. Thus, the newly hired marketing manager has been asked to revert this trend with a new marketing plan. Market research, data comparison, and mapping give a better understanding of where the company stands today in terms of brand recognition and customers’ perception. Perceptual maps are used to gather all...
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...Gestión de la Cadena de Suministro Prof. Daysi Escobar IE Business School Informe Individual: Barilla SpA Barilla SpA fundada en 1875 por Pietro Barilla es un referente mundial en la industria de producción de pastas tanto secas como frescos, como también en bollerías y salsas. En principio la empresa se ha posicionado como un ejemplo de alto crecimiento a través de los años. Para 1990 ya Barilla se había convertido en el fabricante de pastas mas grande del mundo con una cuota de mercado del 35% en Italia y el 22% para toda Europa. Todo este crecimiento es el resultado de los esfuerzos de Ricardo Barilla, hijo del fundador, quien desde la re adquisición de la empresa ha implementado ciertas estrategias en cuanto a distribución, markeitng, y toda la cadena de suministro. Incluso con sus operaciones en todo el mundo, la compañía sigue siendo privada y una empresa familiar bajo la propiedad de los tres hermanos Guido Barilla, Luca y Paolo . Entrando un poco en la industria donde Barilla se encuentra, cabe resaltar que el foco principal lo debemos tener en Italia. Este es uno de los mercados mas importantes de Barilla ya que es allí donde Barilla maneja toda su estructura de producción y distribución de sus mas de 100 productos. Esta industria consume mas de 18kg per cápita de pasta al año, lo que indica que en Italia la pasta es un plato importante del día a día, y que representa uno de los mercados mas grandes frente a consumidores directos. Con un mercado muy competitivo...
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...EXECUTIVE SUMMARY In this report, there will be an in-depth analysis of the International marketing strategies that Apple Inc. currently does in order to promote their products. The key strategies will be discussed and explained further in more clarity. There will an investigation into any problems that Apple may face currently as well as potentially. Finally, there will be recommendations in terms of their marketing strategies will be given. Firstly, there will be an introduction into the company with clear background information. This will provide an insight into the formation of Apple Inc. and the mastermind behind Apple’s successful marketing strategies. Information on the key products that Apple produces and sells will also be given. The report will also look at the marketing mix of Apple, also known as the four P’s: • Product • Price • Place (distribution) • Promotion The 4p’s will be discussed in detail and there will be specific analysis on each of the core elements in the marketing mix. Therefore, the importance of having quality products will be explained. Also, the reasons why price plays a pivotal role in terms of Apple’s international marketing will be specified. Apple’s distribution policies will be examined and explained; as well as the promotion strategies that are used by Apple to enhance its global appeal. The report will also provide a SWOT analysis; this is a strategic method that will be used in order to evaluate Apple’s strengths...
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...Obligatorio caso Warner. La industria del cable. La tecnología básica de la TV por cable existe desde la década de los 50 y la industria se desarrolló inicialmente para brindar un medio para recibir los principales canales de TV en áreas lejanas. El advenimiento del sistema satelital y en los controles por computadora a mediados de la década del 70 generaron nuevas posibilidades para aplicaciones de cable. Sin embargo por muchos años la muchos años la mayoría de las comunidades estiuvieron sin sistema de TV cable, debido a que los actores de la industria no pudieron alcanzar un acuerdo. Establecer un sistema de TV cable requería tender miles de metros de cable en cada área específica. Para llegar al punto de equilibrio en el sistema, un operador tenía que alcanzar una penetración de al menos el 30% y para obtener beneficios tenía que alcanzar tasas del 50% o más. La TV cable siempre estuvo reguladas por lo que las tarifas siempre estuvieron controladas. Por lo que los operadores de cable estaban en desventaja en comparación con otros sistemas como la TV satelital, donde no se tenía que realizar una inversión en los hogares, donde no había suscriptores y sus tarifas generalmente no estaban reguladas. La ley del cable de 1984 cambio la perspectiva de la industria del cable dramáticamente. Se desregularon por dos años las tasas que tenían que cobrar los operadores. Esto permitió incrementar sus márgenes de beneficios con la aprobación local. Además se establecieron las previsiones...
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...Përfitimet e Analizës SWOT Përdorimi efektiv i analizës SWOT sjell disa përfitime për një manaxher kur ai harton një plan marketing. Këto janë treguar në tabelën e mëposhtme: 1. Thjeshtësia Nuk kërkohen trajnim i specializuar dhe aftësi teknike. Analisti ka nevojë vetëm për një kuptim të plotë dhe të gjithanshëm të firmës dhe industrisë në të cilën ajo operon. 2. Kosto më të ulëta Trajnimi i shtrenjtë dhe, në disa raste, tërë departamenti i planifikimit mund të eleminohen ose të reduktohen me thjeshtësinë e SWOT-it. Perfitimet 3. Fleksibiliteti Një sistem informacioni marketing ekstensiv nuk kërkohet për t’u përdorur me sukses. Analiza SWOT është e aftë dhe e mundshme të inkorporojë output-in e çdo sistemi informacioni brenda strukturës së palnifikimit. IntegrimiSWOT ka aftësinë të integrojë dhe sintetizojë burimet e ndryshme të informacionit. 4. Bashkëpunimi Analiza SWOT nxit dhe ndihmon bashkëpunimin dhe shkëmbimin e informacionit të hapur midis manaxherëve të fushave funksionale të ndryshme. Ky bashkëpunim ndihmon të zbulojë dhe eleminojë mospajtimet dhe mosmarrëveshjet e dëmshme potenciale dhe mbush zbrazëtitë në analizën para arritjes së stadit aktual të planifikimit. Udhëzimet për një analizë SWOT produktive 1. Të jetë e fokusuar Një analizë e vetme dhe e gjerë çon në përgjithësime të pakuptueshme dje jo domethënëse. Rekomandohet analiza e ndarë për çdo kombinacion produkt/treg 2. Kërkim gjerësisht për konkurrentët Firma aduhet të...
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