...Marketing. Everything. A sneak-peek into the big bad world of marketing brought to you by the coolest Interest Group on Campus Who we are and what we do Who we are and what we do Who we are and what we do Who we are and what we do Who we are and what we do mPower (stylized as \m/Power) is the marketing interest group of IIM Kozhikode. We, at \m/Power organize industry interactions with eminent marketers via workshops and seminars, conduct events like quizzes, extempore, debates and Group Discussions. The marquee events at \m/Power include the KMAC (Kozhikode Marketing Acumen Certificate), arguably your first CV point containing the word „marketing‟. We also prepare you for the all important summer internships by means of experience sharing, briefing about the companies, and finally by organizing mock GDs and interviews for the entire batch. You can connect with us via our Facebook page (facebook.com/mPowerIIMK) and/or our blog (mpower.iimk.ac.in). You can also write to us at mpower@iimk.ac.in. Some questions to be covered... Some questions to be covered... Some questions to be covered... Some questions to be covered... Some questions to be covered... \m/arketing, what is it? People say marketing = selling. Is it? Of all the things, what all can be marketed? Who are the gentlemen who market anyway? Err… what‟s this STP then? Right…so all gentlemen market the same way? \m/arketing, what isisisit? \m/arketing, what it?it? \m/arketing, what isisit? \m/arketing...
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...When a business forms a strategy they are producing a large scale plan with plans to achieve one or more goals set by the business. The factors that affect the plan, in both negative and positive ways, are uncertain. So when making a strategic plan a business will have to take into account all factors and plan for them. Strategy is imperative for a business as not only does it give them a sense of direction and some goals to achieve, but also resources are usually limited so you have to a strategy will help to guide the business and make the best use of the resources that they have. Strategy give the business direction, it helps them to see whether they are over achieving/under achieving and meeting the goals they have set themselves. If a business is doing well and surpassing the expectations of their plan, then they can alter it accordingly and set themselves new targets, aiming higher. It will also have very strong financial implications, as money is generally what allows a business to do research, grow and expand. Plans will be put in place by most businesses governing what they spend their money on, what they need for expenses and what they can use in order to develop. The Human Resource (HR) sector of a business has various roles and responsibilities within a business. They are largely involved with the recruitment process within a business. This means that they will also be responsible for spotting talent internally and externally from the business. They also have to...
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...ARTICLE IN PRESS Int. J. Production Economics 87 (2004) 251–266 Enterprise information systems project implementation: A case study of ERP in Rolls-Royce Yahaya Yusufa,*, A. Gunasekaranb, Mark S. Abthorpec a Business School, University of Hull, Hull HU6 7RX, UK Department of Management, University of Massachusetts, 285 Old Westport Road, North Dartmouth, MA 02747-2300, USA c Department of Mechanical and Manufacturing Engineering, Nottingham Trent University, Burton Street, Nottingham NG1 4BU, UK b Abstract Economic globalisation and internationalisation of operations are essential factors in integration of suppliers, partners and customers within and across national borders, the objective being to achieve integrated supply chains. In this effort, implementation of information technologies and systems such as enterprise resource planning (ERP) facilitate the desired level of integration. There are cases of successful and unsuccessful implementations. The principal reason for failure is often associated with poor management of the implementation process. This paper examines key dimensions of implementation of ERP system within a large manufacturing organisation and identifies core issues to confront in successful implementation of enterprise information system. A brief overview of the application of ERP system is also presented and in particular, ERP software package known as SAP R/3, which was the ERP software package selected by Rolls-Royce plc. The paper takes an in-depth...
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...EXECUTIVE SUMMARY Founded in 1993 and headquartered in New York City, Take-Two Interactive Software, Inc. are a global publisher, developer and distributor of interactive entertainment. Take-Two also distributes software, hardware and accessories in North America through its Jack of All Games subsidiary. The company has approximately 2,100 employees working in 15 countries, and Take-Two’s common stock is publicly traded on NASDAQ under the symbol TTWO. The company markets its interactive entertainment for customers here in the United States and internationally. They offer their products under the labels, including Rock star Games; and 2K, which publishes its titles under 2K Games, 2K Sports, and 2K Play. It also develops and publishes action and adventure products under the Grand Theft Auto brand, as well as other franchises. Take Two’s products are designed for console gaming systems, such as PlayStation 3 and PlayStation 2, Xbox 360, and Wii which is a handheld gaming systems that consist of DS, 3DS, and PlayStation Portable and personal computers including smart phones and tablets. The delivery of its products is done through physical retail, digital download, online platforms, and cloud streaming services. The company sells its software titles to retail outlets in North America, Europe, and Asia through direct relationships with retail customers and third-party distributors. ...
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...Analysis of Starbucks Delivering Customer Service At the current moment, Senior VP of Administration Christine Day is contemplating howshe will pitch her plan to improve Starbucks’ customer satisfaction scores. On paper, thecompanies self imposed “snap shot” program of mystery shoppers paints a picture thatthe stores are operating effectively in the areas they feel drive customer satisfaction.However, recent surveys have revealed that the company’s perception of what drivescustomer satisfaction varies from the actual expectations of the customer. According to Starbucks’ 2010 Annual Report, customer satisfaction scores continue toincrease, and at several points within the report it is mentioned that the key drivers for customer satisfaction are superior customer service/speed, along with partner friendlinessand cleanliness. It is worth noting that the two former factors were the top two responsesfor how Starbucks could improve perceived value, while cleanliness was ranked as themost important attribute for customer satisfaction. It can be perceived that an additionalfocus has been placed on these areas since the article was written as CEO HowardSchultz mentioned them all in his letter to investors. In order to convince Smith and Schultz of the proposed $40 million plan to increase eachstores allotted sales, Day must tie customer satisfaction to customer loyalty, and place anemphasis on how this will translate to an increase in sales. In the HBR article “Puttingthe Service-Profit...
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...Marketing Principles Lecture Notes 31/7/2014 Marketing Process Create value for customers and build customer relationships Capture value from customers in return 1. Understand the marketplace and customer needs and wants. 2. Design a customer driven marketing strategy 3. Construct an integrated marketing program that delivers superior value 4. Build profitable relationships and create customer delight 5. Capture Value from customers to create profits and customer equality Create value for customers and build customer relationships Capture value from customers in return 1. Understand the marketplace and customer needs and wants. 2. Design a customer driven marketing strategy 3. Construct an integrated marketing program that delivers superior value 4. Build profitable relationships and create customer delight 5. Capture Value from customers to create profits and customer equality Figure 1.1 Figure 1.1 To explain the various elements of the marketing process, we must first understand the steps in the marketing process. There are five steps in the marketing process and each step consists of many elements. Figure 1.1 present a simple five step model of the marketing process. In the first four steps, the first three steps lead up to the four and most important step; building profitable customer relationships. The fifth (or) final step involves capturing value in return in the form of current and future sales, market share, and profits by treating superior customer value the firm...
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...Integrated Marketing Communications (IMC) Plan MKT/498 November 9, 2015 Integrated Marketing Communications (IMC) Plan Integrated Marketing Communication (IMC) is the use of branding that is used to deliver a message in traditional non-traditional markets with the use of different promotions. As different markets expand, determining potential target markets is a critical part of every business. The potential markets will help in delivering the message that Apple hopes to achieve with the iPad. By using the different marketing channels, Apple may be able to get a competitive advantage for the product by entering it at the right time. Apple continues to create products consumers love. Consumers and current customers are already excited about the launch of the new iPad Apple’s products speak for themselves; putting time into creating a marketing plan is necessary, however, no research is needed. Apple pretty much has an idea of who their target audience is. Executive Summary Apple is a top producer and innovator in the electronics market, and the Apple iPad is a product that marketer’s believe the consumer and the business sector are receptive too. Integrated Marketing Communication (IMC) utilizes branding that hopes to provide messages to Apple’s target markets. The Integrated Marketing Communication (IMC) plan for Apple iPad includes the opportunity analysis, marketing assessment, marketing strategy, IMC objectives, tactical planning, advertising, personal selling...
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...Referencing What is referencing? Referencing is acknowledging all of the material (books, articles, electronic resources – collectively known as your sources) that you have used in writing your assignment. Because this is other people’s work / ideas, you need to acknowledge their influence and ideas within your work. “Why bother?” or Reasons for referencing Referencing is an academic requirement. It is unethical (and can be illegal) to pass off the intellectual property of others as your own. This is called plagiarism. Plagiarism is regarded as a very serious offence (see your programme’s Student Handbook). Learning to reference correctly is your best protection against charges of plagiarism. HINT: Whenever you read, take notes, or photocopy any material that you might use in an assignment, immediately copy the full reference information onto your copy. If you can’t reference it – you can’t use it ! What is APA? There are multiple “styles” of referencing. The major ones are the Chicago, Harvard and APA styles. Each is slightly different from the other. The AUT faculty of Health uses the American Psychological Association (APA) system of referencing. The current edition of the APA style is the 5th edition. Below are the basic elements of the APA style of referencing. These are intended as guidelines only. You may find these guidelines do not cover your specific needs. For further information you can consult the APA style manual held in the library. The Call No. is...
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...Kodak: Changing the Picture Synopsis The case begins by recalling Kodak¶s storied history, which began in 1888 with its introduction of the Brownie camera priced at $1.00. By 2000, Kodak was one of the most recognized and trusted brands in the world. However, by the year 2000, the company faced many challenges. Its stock price had plummeted, and it had begun laying off workers. Even worse, when the September 11tragedy hit, consumers began to flock to digital cameras, and cell phone manufacturers beganto offer camera phones. As if all that were n¶t enough, Fuji was slowly but surely exposing the cracks in Kodak¶s marketing strategy. This was especially true of the move toward one-hour photo processing. In early 2003, the company began a major reevaluation of corporate strategy. In the years following, Kodak reduced its dependence on traditional photography. The new direction for the company would focus on non-photographic markets, digital markets (such as inkjet printers and high-end digital printing), and medical imaging. The company would no longer invest in traditional consumer film, which, along with photography, accounted for 70 percent of Kodak¶s revenue and all its profits. By 2004, the company had been significantly restructured in a manner reflective of the new strategic directions. By 2006, it appeared that the new strategic plan was not working, as evidenced by heavy losses and a declining stock price. Discussion Questions 1. How are the market...
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...The approach taken in solving Marketing assignment and Marketing homework is to lucidly explain the concepts involved as well as how to apply these to practical problems. HwA’s expertise in MarketingManagement Assignment solving spans various streams such as 5 C's of marketing - company, collaborators, customers, competitors, and climate Market Segmentation Target Market Selection Market Analysis – involving market sizing, drivers, restraints, trends, distribution channel, etc. 4P’s of Marketing Brand Equity Pricing Strategy Product life cycle Business Marketing Customer Lifetime Value Customer Relationship Management Marketing Orientation Integrated marketing communication Our highly qualified, professional and skilled team members can provide you help with complex marketing case study, report writing, essay writing, research paper, term paper, dissertation involving multiple disciplines and concepts, research proposal writing, presentation in areas like brand equity, marketing mix, etc. The HWA team has highly qualified tutors with many years of industry experience. The team has helped a number of students pursuing education through regular and online universities, institutes or online MBA, MA, or BA Programs. What is Marketing Management? Marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. Marketing is a business function which deals...
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...Marketing Principles By Marc Libertine Bringas CONTENTS (1) Gaining a competitive advantage P3 (2) The product life cycle P4 (3) Distribution options to increase convenience for customers P5 (4) How you can set your prices in line with different market conditions P5 (5) Promotional activities for ‘Beauty not expensive’ P6 (6) Additional elements of the extended marketing mix P7 (7) The difference between consumer markets and organisational markets P8 (8) What is service? P8 (9) Cultural differences P8 References P10 Report for Mrs. Rice (1) Gaining a competitive advantage A competitive advantage is an advantage over other competitors in the market by being the business who offers greater value for its customers. For example, a business could gain a competitive advantage simply by offering lower prices, or creating better quality products compared to their competitors. Before anything you must first identify who your target market is, and who you’re competitors are. You must understand fully the services that you are providing and you must know who your service is aimed at and who is likely to use this service. Once you have identified who your target market is, you can find out which competitors are out there, that are providing a similar service and have the same or similar target market. You must do sufficient market research by looking up the profiles of your business competitors. Now that...
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...Mid-Level Luxury Performance Sedans Situation Analysis By Craig Schlesinger and Jason Wachter I. The Mid-Level Luxury Performance Sedan Market Consumer Overview This market attracts consumers exhilarated by the thrills of driving. They are willing to spend more on their cars to obtain a desired level of performance. Although these drivers are primarily concerned with speed and handling, they are also interested in the luxury components, safety features, and durability of their automobiles. Fuel-efficiency is neither the first nor the last thing on their minds – they are not willing to sacrifice performance for the environment, but they are environmentally conscious enough to stay away from lowmileage sports coupes. These consumers have adventurous aspirations for their driving experience. They want nimble turning capabilities and powerful engines. They are not interested in efficient, basic cars suited for point-to-point driving. Rather, they want fuel-injected speed and sports-tuned suspension designed for what lies between those points. These owners crave vehicles with an attitude to assuage their need for excitement. For some of these mid-size luxury performance owners, driving is a reflection of their day-to-day lives. They tend to be youthful and exuberant, and they invest in these sedans to fit an image and satisfy a craving for performance. They cannot necessarily afford more expensive sports cars, but are willing to pay higher prices to avoid association with...
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...Chapter Two – What is Marketing Management and what do product managers and marketing managers do? The Meaning of the terms Marketing Manager and Marketing Management Traditionally if a person had the title of “manager,” it meant that s/he had the responsibility to help guide the activities of at least a few employees. While this terminology has changed over the years, we still consider someone who has the title of ‘manager’ to be responsible for overseeing the allocation of resources for the organization. For example, as an ‘individual contributor’ I might have the responsibility of performing certain work (for example, writing marketing literature for the firm’s products), but not be responsible for the activities of anyone other than myself. In high technology industries, the word manager is often replaced with “Director” to indicate that a person has primary responsibility for a certain organizational function. For example, the ‘marketing director’ may be responsible for all marketing activities in the firm. At other firms, the term ‘marketing manager’ would be used to describe the same thing. In some organizations, the Vice-President of Marketing may perform the same functions. The term Product Manager is often used in high technology industries to assign responsibility to a specific individual or group for the successful supervision of all marketing activities related to a specific product or service. Sometimes the product manager’s responsibility is defined...
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...Introduction Bajaj Motors is one of the largest and most competitive two wheeler manufacturing company of the world. It is present in over 50 countries all over the globe. The company is dominantly present in Africa and Latin America with increasing market share every year. Although Bajaj already exporting their product in Nigeria, but we think that they should plan to establish a manufacturing plant in that country. Pro’s and Con’s of entering the market ➢ The two wheeler market runs on high economies of scale. So it is very essential to capture the mass target market. Else, huge loss may occur. ➢ The need for technical expertise is high. ➢ Owning a strong distribution network is important and is very costly. ➢ Suppliers of auto components are fragmented and are extremely critical for this industry since most of the component work will be outsourced. Proper supply chain management is a costly yet a critical need. ➢ The industry rivalry is extremely high with any product being matched in a few months by competitor. This instinct of the industry is primarily driven by the technical capabilities acquired over years of gestation under the technical collaboration with international players. As Bajaj, along with its competitors, such as Hero Honda, TVS, Yamaha, are active at multipoint competitions; it is likely for the competitors to enter if Bajaj is successful at Nigeria. ➢ Petrol prices are always fluctuating in Nigeria. But...
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...MARKETING PLAN SAIGON EATS RESTAURANT Table of Contents 1. Executive Summary 3 2. Situation Analysis 4 2.1 Market Summary 4 2.2 SWOT Analysis 4 2.2.1 Strengths 4 2.2.2 Weaknesses 5 2.2.3 Opportunities 5 2.2.4 Threats 5 2.3 Competition 5 2.4 Product Offering 5 2.5 Keys to Success 6 2.6 Critical Issues 6 3. Marketing Strategy 6 3.1 Mission 7 3.2 Marketing Objectives 7 3.3 Financial Objectives 7 3.4 Target Markets 8 3.5 Positioning 8 3.6 Strategies 8 3.7 Marketing Mix 8 3.8 Marketing Research 9 3.9 Marketing Communications 9 4. Financials 9 4.1 Break-Even Analysis 9 4.2 Sales Forecast 10 4.3 Expense Forecast 11 5. Controls 11 5.1 Implementation 11 5.2 Marketing Organization 12 5.3 Contingecy Planning 12 6. Appendix A………………………………………………………………………...13 1.0 Executive Summary Saigon Eats is an existing restaurant specializing in Vietnamese cuisine. The first location of Saigon Eats is in San Jose, California. This is marketing plan for Saigon Eats as the first Vietnamese restaurant located on the campus of UC Berkley in California. Our restaurant offers a large assortment of healthy tasty and not expensive food such as appetizers, hot dishes and deserts. SWOT analysis is a key factor of the strategic plan...
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