...| Airpork case study report | Analysis of marketing strategy and recommendations of future growth | | Kartic Kapur | 11/1/2012 | | Executive Summary This report was commissioned to examine the factors that influenced growth of Australian pork limited’s export to Singapore from 1999 to 2001 and to analyse the effectiveness of the marketing campaign launched in May 2001. The report also intends to recommends ways to fuel further growth in future. The research draws attention to the fact that Australian pork’s product image was built by its success in Japan prior to the time period identified for analysis. This, along with its presence due to investment in pilot cold chain process led to Australia emerging as natural choice for pork imports when Nipah virus outbreak in Malaysia and Indonesia lead to the imports being banned from those countries. The advertising campaign launched in 2001 was successful in launching the Airpork brand as brand of choice for young consumers who preferred shopping in supermarkets. This campaign was also successful in dispelling the belief that frozen meat is not fresh and is unhealthier compared to fresh meat. It is recommended: * That Airpork conducts thorough analysis of potential competitors to position itself as brand of choice. * That Airpork creates strategies and advertising to target different market segments. * That CAPE conducts and audit of processes for cold chain system. Table of Contents * 1...
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...FEASIBILITY STUDY Proposed Project: ROYAL GARDEN BUFFET RESTAURANT Tuguegarao City Prepared for: Prepared by: SHERYL A. TULALI HETILYN URBANOZO DEXTER BERONA NORLYN DE LUMA EMILY URSULUM TABLE OF CONTENTS SECTION GENERAL INFORMATION……………………………………………………………I a) Type of the project b) Name of the project c) Address of the project d) Name of the owners e) Form of the business f) Capitalization INTRODUCTION………………………………………………………………………………..II a) Market Study b) Market Description c) Supply and Demand d) Supply Analysis MARKETING STRATEGIES…………………………………………………………………..III MANAGEMENT STUDY……………………………………………………….……………...IV a) Organizational Structure b) Job description and Qualification c) Manpower Wages and Salaries d) Pricing the Projected Sale TECHNICAL STUDY………………………………………………………………………..….V a) Menu of the Restaurant b) Services b) Equipment and Facilities c) Layout d) Repair and Maintenance FINANCIAL ASPECTS………………………………………………………………………...VI a) Total Project Cost – Land and Building b) Source of Fund c) Summary of Expenses RECOMMENDATION……………………………………………………………………….VII CONCLUSION………………………………………………………………………………VIII ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ...
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...“Turkish Airlines experiences rapid expansion”. This is the title of an article appeared on November 14, 2013 in the Financial Times. In the decade 2003-2013 the company expanded enormously, from 65 to 233 aircrafts, the passenger numbers have more than quadrupled and the number of international destinations grew surprisingly from 76 to 199. (See Exhibit 1) At present, Turkish Airlines appears to be one of the most extensive airline companies with 106 connected countries (the last was added in April 2014). It was also acclaimed as the best European company in the last four years consecutively at the Skytrax World Airline Awards, being the third most profitable carrier after Ryanair and Easyjet. The expansion continues: with the project of the third Istanbul’s international airport and the announcements of new destinations to countries like Mexico, Philippines and South Sudan. (See Exhibit 2) How a small Turkish state-owned company became so huge and successful? What are the main challenges it had to face and how did it tackle them? What are the main actual and future issues for a company that is expanding quickly and widely? We will try to give an answer to these questions in the paper: starting from an essential and short presentation of Turkish Airlines historical evolution, making a synthetic overview of its main strategies and analyzing the past and the future challenges in developing countries such as India. Turkish Airline historical steps towards internationalization...
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...Introduction Founded in 1993, Chipotle Mexican Grill, Inc. has expanded from a local favorite consisting of a single location in Colorado to an international chain with over 1500 locations today. There are countless example of various corporations that experience growth trends similar to that of Chipotle’s, however, as a result of the rapid expansion and gains in sales, most of these corporations tend to neglect their corporate social responsibilities (CSR). Chipotle, on the other hand, does not fall susceptible to this trend. Through a complete examination of Chipotle’s CSR initiatives and activities, as well as detailed explanations of Chipotle’s contributions to the three “pillars” of sustainable development, one is able to see that Chipotle is a leader and an innovator in its industry regarding the corporate management of ethical dilemmas and moral responsibilities. A thorough comparison with a similar corporation in the same industry, Moe’s Southwest Grill, Inc., provides further evidence that Chipotle places immense value corporate transparency and quality morals in addition to being a genuinely ethical and responsible corporation. Following the major comparison are explanations of possible underlying motives and “market nudges” leading Chipotle to participate in particular CSR activities. Lastly, a discussion of government initiatives and potential upcoming regulations has been included to indicate the possible future direction of every firm’s corporate social responsibilities...
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...CHAPTER I EXECUTIVE SUMMARY A. Name of the Enterprise From the Middle English word “wei” which is often used by Scottish people as an informal word describing a small person or small thing, the business was named Wee as it is a fast food restaurant or burger shop that will offer unlimited mini burgers in with patties like beef and pork complemented with mini-cut fries. The concept will be given much emphasis with the tagline “Know Your Craving” which was suitably thought to have a dual meaning as, We, the company know every one’s craving and as to them knowing their personal want for food specifically. This was planned to be more individualistic in type by tapping the inner desire of people to teeming burgers. B. LOCATION Wee’s restaurant is located at Eastwood City Walk 188 E Rodriguez Jr. Avenue Bagumbayan Libis, Quezon City Metro Manila, Philippines measuring 300sqm inclusive of the space for parking lot. Considering Eastwood City as a home for leisure and other relaxing activities, it is a perfect location for the said establishment plus the capacity of market to consume products beyond average price that suitably support the pursuance of the enterprise. Delivery of supplies and raw materials is not also an issue such the chosen area is accessible to any vehicle coming either from North and South Bound lanes. The said location is for lease priced at P115, 000 monthly. It was strategically chosen taking into account the target market, its ability and the...
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...Case Study – The U.S. Economy from 2009 to Present JWI– 515 Jack Welch Management Institute At Strayer University JWI– 518 Since it's opening it's first establishment in Denver, Colorado in 1993, Chipotle Mexican Grill now has more than 1200 locations including restaurants in 41 states, Canada, and England. Considering it's success, it is unlikely that Chipotle would have earned a net income $215 million(1) last year without the strategic implementation of social media. Chipotle has employed social media as both a stand-alone means for promotion, as well as a smaller component to much larger campaigns. Among the successful applications are burrito give-aways, event promotion, “foil” art contests, and the most notable and successful “locally grown” campaign – which included a recent spot during the 2012 Grammy Awards. The “locally grown” campaign is indeed Chipotle's most involved social media promotion, including videos, contests, and conversations all surrounding the local farming movement. The campaign's official moniker is “Food with Integrity,” and according to the official website is a “commitment to finding the very best ingredients raised with respect for the animals, the environment and the farmers.”(2) “I think it's really important that people know where their food comes from” says Steve Ells, Founder and Chairman of Chipotle. The campaign's first successful venture was the “Boorito” event, where they encouraged customers to dress up as family farm-inspired...
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...adventure. Most of the time I spent in China was occupied with hard work and learning the ropes. I saw how every component played a role in the operation of the company, Hartford Technologies. In my downtime, I went to the skatepark to skateboard and make friends. I met people from all over the world; people from France, India, England, Ukraine and Russia. It was quite the humbling experience. Chinese Culture Chinese Culture is much different from our American culture. To an extent, Chinese culture is very misrepresented in America. For instance, most Americans believe the Chinese diet consists of pork fried rice, egg rolls, orange chicken, General Tsao chicken and fortune cookies because they are labels as ‘Chinese food’ here; they couldn’t be more wrong. The true Chinese diet consists of a lot of boiled and steamed foods mostly. A lot of fish, pork and beef is eaten in China but with a big difference from American meats: every type of meat they eat still has all the bones in. White rice is a huge part of their diet and spicy foods use different spices than the...
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...Culture Essay Culture is pervasive in all marketing activities”, (Albaum et al, 2005) Hall distinguishes culture according to the degree of context in their communication systems (De Mooij, 2010). High context cultures (Japanese, Chinese) contrast greatly with low context cultures (USA), who require a more explicit conveyance of messages. As Hall (1984) says, “Many Americans don’t seem able to evaluate anything unless they can attach a number to it”. Introduction One of the early scholars of culture, Linton (1945), defines it as: ‘‘The configuration of learned behavior and results of learned behavior whose component elements are shared and transmitted by the members of a particular society.’’ Other early scholars like Kluckhorn (1954) conceptualized that the cultural influences transcend in terms of the beliefs, norms, traditions, and values of society and this view still prevails among the scholars of culture. Why is culture important? Global Marketing in the simplest description attempts to understand customers in terms of what they buy, when they buy, why they buy, how much they buy, where they buy it, and with what they buy. Internationally, this means understanding culture. How marketing efforts interact with culture determines the success or failure of a product. "There are many examples of cultural differences that have affected marketing success or failure." (Buzzell) The relationship with culture comes into play with the realization that each of the consumer...
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...McDonald’s: From Big Mac to P’tit Plaisir Case Synopsis McDonald’s as we know is the biggest multinational-corporation in fast-food industry. McDonald’s is a symbol of American power and hegemony just like Coca Cola and Nike which its operations is all around the world. And how McDonald’s could successfully entering global markets ? the key components is its standardization in all McDonald’s outlets in the world known as QSC&V (Quality, Service, Cleanliness, Value). You can see and feel the same burger quality, same fast service, cleanliness of restroom and the same price in all McDonald’s outlets in every country. McDonald’s also made a strong relationship with supplier because this is another key success, every supplier which supply all McDonald’s products have to comply with McDonald’s standard or specification. McDonald’s also give reward for every supplier that achieve its specification process. And the most important thing that made McDonald’s globally success in entering every country is Plan to Win Strategy, this strategy actually bring McDonald’s products to become more relevant to local and regional preferences. In France, McDonald’s referred as McDo and every products in France is environmental friendly and based on local resources. Menu also different, its have P’tit Plaisir (mini snack foods), Little Mozza (tomato and mozzarella salad), Croques Monsieurs (Grilled Ham and Cheese) etc. In the US McDonald’s is food to go orders but in France is dine in because people...
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...INTRODUCTION In our life, people love to have instant food. This is due to the lack of time that they have and with this fast food they do not have to take their time to cook. Other than that it is also saved their cost. In our research we are doing a study about what are the effects of the McDonald’s image towards customer loyalty. As we all know, McDonald’s is a well established company. It is one of the famous fast food companies throughout all the country in the world. The first McDonald’s restaurant in Malaysia opened its doors at Jalan Bukit Bintang on 29 April 1982. As of December 2009, McDonald’s Malaysia has 194 restaurants nationwide, serving 10million customers a month and expanding at a rate of 15-20 new restaurants annually. McDonald’s Malaysia and our franchisees employ more than 8000 locals with 150 support staff at its headquarters. McDonald’s Malaysia operates under the Asia Pacific, Middle East and Africa (APMEA) group of McDonald’s Corporation. McDonald’s Malaysia is fully own by McDonald’s Corporation and the restaurants throughout Malaysia are either operated by Golden Arches restaurant Sdn. Bhd. (GARSB) or franchisees. BROAD PROBLEM AREA Our broad problem area is focused on observing and focusing on the situation that occurs in McDonald’s. We had observe that the problem, currently exist in the management and service itself. For example, the way the manager admonish their employee in inappropriate ways in front the customer will affect the workers...
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...for worldwide customer satisfaction." Its mission statement is also known as their company principle. Honda company is trying to offer products at sensible price for customers in orders to fulfill customers’ contentment. It will offer the highest quality product in sequence to maintaining the global viewpoint. If the Honda management team works accordingly to the Management Policies it will definitely lead the company to achieve their mission in future. So, we now can see that Honda Company has a lot of brunches at all around the world in order to expand their business. iii. AirAsia “Create a globally recognized ASEAN brand” AirAsia provide the cheapest ticket that can let traveler travel to any Asian destination compare to other air line company. It is trying to attain lower fare tickets to let everyone can fly with AirAsia. AirAsia provide flight to Middle East destination. Besides, this company also provides flight to Australia, to two European and so on. AirAsia has good customer service, traveler can buy tickets from Asian country where they want to flight to with the special offer that provided by AirAsia. Question 1 (b) Mission...
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...Task one The concept and process of marketing The marketing concept is the viewpoint that trades should find out what the customers want and then make decisions to achieve those wants, better than the rivalry. Today most trades adopted the marketing concept, but this has not always been the situation. The process of doing so can be demonstrate in a sequence of stage: the situation is examined to categorise opportunities, the plan is expressed for a value scheme, planned decisions are mode, the strategy is implemented and the results are examined. http://us.123rf.com/400wm/400/400/dskdesign/dskdesign1207/dskdesign120700077/14652330-marketing-process-concept--segmentation--targeting--positioning--approaching.jpg Explanation of the various elements of the marketing process. Step 1 – swot analysis Step 2 – segmentation, targeting, positioning Step 3 – marketing mix Step 4 – implementation – go out there and sell your product no time to Step 5 – control Swot analysis An important part of the planning process is observing at the present position of the business and trying to choose how factors outside of the business might affect the business. Business do a SWOT examination as a way of determining which marketing strategy to use. The business does a review on the interior and exterior nature of the business looking at the current and upcoming condition. An audit is a review of all the business’ doings. Example of a business swot analysis...
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...Emirate Airlines – Case study Introduction Airlines in today's global marketplace are faced with increased competition and shrinking profit margins. It is very important to attract and retain customers which can significantly increase EK share of the market and expand business opportunities. By doing this, the airline should understand consumer behavior, which is to understand the consumers’ mind and discover the challenges and to figure out the potential customers to maintain/develop the relationship and reinforce a consistent service provided. Marslow’s Hierarchy of the travel needs Maslow's hierarchy is to explain the needs of customers, it represents by the shape of a pyramid with the largest, most fundamental levels of needs at the bottom and the need for self-actualization at the top. Physiological: Consumers have needs and wants. Consumer needs to travel because they want to relax and gain an enjoyable experience. If they travel because only they need, they will not consider selecting the different carriers, class of travel etc. such as Cathay Pacific, Air France, business class or economy class. Safety : Once the needs/wants are identified, consumer will concern the safety for flying with the aeroplanes and afraid they will lose their life for this business trip/leisure trip. They will select the carrier based on the age of fleet, accidents record, corporate image of the carrier etc. If consumer fear of travelling because of safety, it is hard to move on the...
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...market is spreading beyond the three major cities of Beijing, Shanghai and Guangzhou. Distribution has become more efficient and professional in major cities, but remains problematic elsewhere. Education and training in the use of new products is needed all along the value chain. Competition from other nations and domestic substitution is fierce. Includes PSD Changes: No Includes Trade Matrix: Yes Annual Report Beijing ATO [CH4] [CH] Table of Contents Part I. MARKET SUMMARY 3 A. Market Overview 3 B. Market Drivers 4 C. SWOT Analysis for US Food Products 6 Part II: ROAD MAP FOR MARKET ENTRY 6 A. Market Structure 6 1. Target Population 6 2. Distribution 7 B. Entry Strategy 9 1. Overview 9 2. Marketing, Sales and Education 10 3. Establishing the Supply Channel 11 4. Protect Your Intellectual Property Rights 11 5. Entry Tips 11 C. Sub-sector Profiles 12 1. Hotels and Resorts 12 2. Restaurants 13 3. Fast Food 13 4. Institutional Food Service 13 Part III: COMPETITION 15 Part IV: BEST PRODUCT PROSPECTS 17 Part V: Post Contact and Additional Resources 19 Part I. MARKET SUMMARY A....
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...center point at London Heathrow Airport. A British Airways Board was built by the United Kingdom government in 1972 to deal with the two nationalized aerial shuttle companies, British Overseas Airways Corporation and British European Airways, and two littler, provincial carriers, Cambrian Airways, from Cardiff, and Northeast Airlines, from Newcastle upon Tyne. On 31 March 1974, every one of the four organizations was consolidated to structure British Airways. After very nearly 13 years as a state organization, British Airways was privatized in February 1987 as a feature of a more extensive privatization arrange by the Conservative government. The transporter soon stretched with the securing of British Caledonian in 1987, took after by Dan-Air in 1992 and British Midland International in 2012. British Airways is an establishing part of the one world aerial shuttle union, alongside American Airlines, Cathay Pacific, Qantas, and the now ancient Canadian Airlines. The union has since developed to turn into the third-biggest, after Sky team and Star Alliance. British Airways united with Iberia on 21 January 2011, formally making the International Airlines Group (IAG), the world's third-biggest aerial shuttle bunch as far as yearly income and the second-biggest in Europe. IAG is...
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