...Global Marketing Activation plan BU TV Marketing Owner Des Power / John Olsen BU TV Market Inteligence & Strategy Reviewer Nils Leseberg BU TV Market Driven Innovation Reviewer Bart de Vos BU TV F&A Reviewer Peter Tesink BU TV MarCom Reviewer Gary Raucher a.i. Category TV Reviewer Arjan de Jongste, Elisabeth Hankeln, Scott Housley BU TV Leader Approver Approved: Robert Smits CL CMO Approver Approved: Egbert van Acht CL CFO Approver To be approved: Paul Verhagen CL CEO Approver To be approved: Andrea Ragnetti CONTENTS Management Summary 3 1. Business Objectives 5 2. Positioning: Value Proposition House 6 3. Target Audience 8 4. Market Development & Competitor Strategies 9 5. Marketing plan 12 6 Financials 41 7 Key Performance Indicators 42 8 Risk assessment 43 9 Marketing Introduction Process (MIP plan) 44 Management Summary This document presents the BU TV 2010 Global Marketing Activation Plan. The scope of the document is the entire Flat TV portfolio. Particular attention will be paid to the MCI Ambilight and its role in the total plan. The overriding Business Objective of the Business Unit is to turn this business into a profitable activity for Philips. This plan is designed to deliver a positive EBIT in 2010 on the road to sustainable profitability in 2012. We will do this by focusing in 2010 on driving leading market positions (top 2) in DACH, Benelux...
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...(Case 4) NAME: Bhargav Mayahanapu SEC: 0201 UID: 113754975 HONOR PLEDGE I pledge on my honor that I have not given or received any unauthorized assistance on this examination. Bhargav Madyahanapu 10/4/15 I. Statement of the Problem: Vertu is a luxury mobile phone brand operated by Nokia.Vertu is expanding its business into Asia. The CEO is considering how he might use his company’s product and promotion strategy to increase Vertu’s business in the Asian market, particularly China, Hong Kong, and Taiwan. He is considering two options: 1) Leverage the company’s existing marketing strategy to further penetrate the Asian market, or 2) adapt the company’s marketing strategy to better accommodate the cultural differences between Western markets and Asian markets. II. SWOT Analysis Strength: - Vertu concierge services and other Value added services like vertu.me, Vertu Fortress, the Vertu City Brief applications etc. which also accommodate Asian languages to cater to the Asian customers. - Vertu being associated with Nokia which has a strong market presence in the Asian market. - Unique design and handmade craft phones. Weakness: - High production costs. - High cost of value added services. Opportunities: - Asian countries like China and Japan are ranked in the top 5 for the number of HNWI which means that Vertu can have a significant amount of profit if it extends its business to Asia. - Vertu will not be affected by the state of the economy since its...
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...Introduction to Management – Journal The module of Introduction to Management caught my mind as I felt that if I learn what it takes to have good management, in future I could be able to have good management over my own company or even be a capable manager in other companies. My first lesson for Introduction to Management. I learnt about Evolution of Management and Management’s Culture on the first lesson. At the start of the lesson we were being asked to define the difference between efficient and effective. In my first thought was that the two words have about the same meaning. But I was enlightened that Efficient was to minimize wastage of resources, uses less resources to produce more and Effective was to meet goals to sustain competitive advantage. Management is working with people, resources to achieve organization goal efficiently. I learnt to define whether a manager has leadership and good management. Therefore I have determined that my manager have good management skills but a lack of leadership. Not only I was introduced to the four functions of management Planning is to define goals and establish strategies, Organizing is to assemble resources, Leadings is to lead employees to excel and Controlling is monitoring of work being process. I was introduced to many famous people who were successful in managing and the management evolution and how they manage in the past from before 1800’s to beyond 2000. Today’s lesson was about Ethics, Corporate Social Responsibility...
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...FINAL REPORT Ivana Kardum PART 1 New strategy-ICA It was essential to define the main features of our interest in the master which represents specialisation of individual capabilities and acquisition and development of new strategies to be implemented in any initiative related to creation of added value to a specific territory. This Master was designed in order to create a network of Euro Mediterranean cooperation represented by experts of different nationalities and entrepreneurial, scientific, cultural and artistic specialization. Moreover it was essential to develop strategies of evaluation and promotion of systems of production whose high quality derives from cooperation and integration of processes between systems of enterprise, culture and art, artistic world and local community, competences and traditions and values represented in the territory by cultural, historical and ambient heritage. At the very beginning of the master we were introduced with the theme of industrial districts and their importance. But we went further because we wanted to create cultural interventions for greater social, cultural and artistic satisfaction. In this sense Sansepolcro represents a natural ambient for such interventions being the part of the southern Tuscany which has rich cultural heritage but not completely evaluated and promoted. The provinces of Siena, Arezzo and Grosseto represent the territory of such interventions. Systems of interaction in a specific region are...
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...MARKETING PLAN MARKETING PLAN MARK 2120 – L1 Team 10 EXECUTIVE SUMMARY With services like the Internet, people are able to work anywhere with their laptops and smartphones. People can leave their offices and still stay fully connected and work on the move. The printer remains the one device that seemed to have missed the mobile revolution. Our new startup company has come up with a new product to turn this necessary accessory into a mobile tool by creating a mini mobile robotic printer that can be can used simply by placing it on a blank sheet of paper. The company works with the main focus on changing existing products in the market through innovation and making them more efficient, and the Pocket Printer aptly reiterates this objective. CURRENT MARKET SITUATION Even though the printing industry is declining at an average rate of 2%, it generated an astounding $77.6 billion in 2014. The printing industry is highly fragmented, with the four largest printing companies accounting for less than 25% of the industry’s revenue. This indicates that there is no clear domination and new companies do not face strong barriers to entry (Printing in the US Industry). There are two direct competitors, the portable printers offered by Canon and HP. They have both received positive reviews and show a general rising popularity on Google trends indicating an interest in the product category. While the pocket printer is a unique product, there are some weaknesses in the current prototype...
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...references. Keywords: Airport size, growth, and patterns. JEL Codes: L93 Introduction and Background In the following paper, I will specifically study Spokane International Airport using the knowledge that I have learn from Economics 320 and 421 classes to develop conceptual and empirical models that explain its size and growth. To do this, I will focus on the factors that could influence the income of the airport, which may contain the number of passengers, employers and airplanes, local population and cpi, weather and the relationships among them. For society, the result of this paper could make a clearer idea for people about airport industry; for the owners of airports, this paper may influence the management and marketing of airports and help them to earn more income; for my own, this paper can help me better understand what I have learn in this class and how to use the knowledge to work in future position. Spokane International Airport, which airport code is GEG, is located at about 6 miles west of downtown Spokane, Washington and only 26 miles from Coeur d'Alene, Idaho, thus the airport primarily serves Eastern Washington and Northern Idaho. It is a 4,800 acre commercial service airport served by six airlines and two air cargo carriers. The airport processed 3.1 million passengers and 54,118 air cargo tons in 2011. It has a main terminal...
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...first listed Chinese home appliance chain enterprise featured by IPO, with its market value ranking in the first tier of home appliance chain enterprises worldwide. It has 180,000 staff with annual sales revenue 230 billion yuan. At the end of 2009, Suning enters Hong Kong market through the cooperation with Citicall Hong Kong which had been incorporated into Suning’s business entity. On Mach 1st 2010, Suning officially launched direct headquarter in Hong Kong, naming Hong Kong Suning Commerce Co., LTD, which takes retail and trading of electronic appliance as its main business. By the year of 2013, Hong Kong Suning has total 28 stores in Hong Kong with nearly 600 employees and its annual turnover reaches HK$ 9 billion. 2. Marketing Mixes: 7PS analysis 2.1 Target Customers Hong Kong Suning targets at three types of cutomers: (1) Local customer. According to the statistics released by the Census and Statistics Department today (February 18), the provisional estimate of the Hong Kong Population was 7,219,700 at end-2013. Hong Kong local customers are Suning’s main target customers, suning targets at them on full product line, especially traditional household appliance. (2) Tourist customer. Suning treats tourist customers as its important customers, especially visitors from Mainland China. According to...
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...External Environment analysis Summary There have been turbulent times for the Australian airline industry. It has been confronted with the marked decline in international tourism in the aftermath of the September 2001 terrorist attacks in the US and, more recently traffic loss attributable to war in Iraq and severe acute respiratory syndrome (SARS) outbreaks in part of Asia and Canada. And off course, the global financial crises in 2008. While the domestic airline industry is largely deregulated, Australia’s international airline industry remains quite deregulated at the commonwealth level, as it is subject to the detailed capacity controls of airline service agreements (ASAs) that underpin the industry. These agreements control the amount of airline seat capacity which may be deployed on scheduled services over individual country to country routes; they are general of treaty status and are enforceable in international law. In another move to free up the international side of the industry, the Commonwealth adopted a policy of allowing more than one Australian owned international airline to operate scheduled services to and from Australia. However the September 2001 failure of the Ansett Airlines group brought an end to Ansett International's short-lived operations. Although Qantas is once again the only Australian flag carrier, Virgin Blue has signalled its interest in operating in some international markets in Australia's immediate region, such as the trans-Tasman market...
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...José Francisco Rosselló Solivellas César Jimeno Campos Jose Antonio Rodríguez Cuenca Ernest Llofriu Palou INTRODUCTION ................................................................................................. 3 EXTERNAL ANALYSIS ...................................................................................... 3 MACRO ENVIRONMENT ................................................................................... 3 Economic'factors'and'tendencies'....................................................................................................................'3' Environment'factors'and'tendencies'.............................................................................................................'4' Technological'factors'and'tendencies'...........................................................................................................'7' Demographic'factors'and'tendencies'............................................................................................................'8' Social'and'cultural'factors'and'tendencies'.................................................................................................'9' Political'and'legal'factors'................................................................................................................................'10' MICROENVIRONMENT .................................................................................... 13 Competitors'.....................................................
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...STRATEGIC ALLIANCES IN THE GLOBAL AIRLINE INDUSTRY Abhishek Goel1 Abstract Strategic alliances are common to any industry. Their presence is felt quite significantly in the airline industry. Starting in the US in 1978 deregulation of airline industry has since brought about sea changes in functioning of the industry. This paper attempts to understand the developments and strategic alliances that have occurred in the airline industry since deregulation. These strategic alliances exist in various forms and differ widely in scope and no consensus on classification was found. The advantages and disadvantages of strategic alliances with respect to the airline industry have been discussed. It is felt that the industry is getting increasingly concentrated. However, no conclusive remarks can be made about consumer welfare. “Airline Business Alliance Survey of 2000 reports that there are 579 alliance agreements in place, up from 280 agreements (more than double) in 1994 when the survey was first conducted. Five major alliances (Star, Oneworld, Qualiflyer, Sky Team, and Wings) account for some 60 percent of all air travel.” (Mason, 2002) The lines above make the issue important enough to understand the phenomenon that is guiding the industry. Almost a decade back Oum, Taylor and Zhang (1993) argued that the airline industry will be marked by strategic alliances and these alliances will be global in nature. The guiding factors will be several that include formation of blocs, resource...
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...PARKnSHOP launch its first Hong Kong Superstore in Whampoa Garden. Also, there are more than 50 superstores in Hong Kong. PARKnSHOP is not only satisfy on providing cheap and fine goods. In 2000, PARKnSHOP has lunched Great, ”Hong Kong’s Best Food Shop ’’,which provide high-class food and is aimed to be the asia’s finest high end international food hall and widely recognized as the best food shop in Hong Kong Furthermore, Taste was lunched at Festival Walk with ‘’More than food concept’’ in 2004. The ‘’international by PARKnSHOP’’ concept store was rolled out. All of the PARKnSHOP and subsidiary shop has joined the MoneyBack Loyalty Program. In 2008, FUSION concept store and Discount store format launched. After the cooperation of Watson and Fortress, MoneyBack became the No.1 loyalty program in Hong Kong. In 2010, PARKnSHOP have more than 230 stores in Hong Kong. (“PARKNSHOP Our Mission & Milestones”, 2016) 2. Job Design formulation I will choose store manager and butcher to be the examples of job design formulation. First, store manager needs to manage daily store operations of a shop and cooperate with a group of store stuffs. Furthermore, managers have to control store KPIs which consist sales and profitability, man...
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...Comprehensive Industry Analysis | COMPUTER (HARDWARE & SOFTWARE), CONSUMER GOODS, E-COMMERCE, ENTERTAINMENT, FINANCIAL SERVICES | | SBI Superstars present a production of Group 2’s analysis on the specified industries. | | Tajuan K. Griffin – ChairMarcus Bourgeois – Co-ChairArica McCullumMichael LatsonRicardo CopelandDavid BercklerAyokunle Ojutalayo Ifeanyi Korie Karen JohnsonRobensky Theodore | 7/21/2010 | | ------------------------------------------------- Table of Contents Table of Contents………………………………………...…………………………………….pg 2 Project Overview………………………………………………………………………………pg 4 Computer Industry pg 5 Hardware Overview………………………………………........................................................pg 6 Hardware Top 5 Financials…………………………………………………………………….pg 7 Hardware Top 5 Analysis………………………………………………………………...........pg 8 Software Overview...................................................................................................................pg 12 Software Top 5 Financials……………………………………………………………………pg 13 Software Top 5 Analysis……………………………………………………………………...pg 14 Computer Industry Outlook…………………………………………………………………..pg 15 Consumer Goods Industry pg 16 Consumer Goods Overview......................................................
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...TABLE OF CONTENT LETTER OF AUTHORIZATION I LETTER OF TRANSMITTAL II LETTER OF RECOMMENDATION III LETTER OF ACKNOWLEDGEMENT IV EXECUTIVE SUMMARY 1 1. INTRODUCTION TO THE COMPANY 2 2. CURRENT MARKET SITUATION 3 2.1. MARKET SUMMARY 3 2.2. MARKET NEEDS 3 2.3. MARKETING TREND 3 2.4. MARKET GROWTH 3 2.5. COMPETITIVE ANALYSIS 4 3. SWOC ANALYSIS 6 3.1. STRENGTHS 6 3.2. WEAKNESSES 6 3.3. OPPORTUNITIES 6 3.4. CHALLENGES 6 4. OBJECTVES AND ISSUES 7 4.1. SALES REVENUES 7 4.2. MARKET SHARE 8 4.3. ADVERTISING AWARENESS 8 4.4. PRODUCT PLACEMENT 8 5. MARKETING STRATEGY 9 5.1. MISSION 9 5.2. MARKETING OBJECTIVES 9 5.3. TARGET MARKET 9 5.4. STRATEGIC PYRAMIDS 11 5.5. MARKETING MIX 11 5.6. RETAIL CAMPAIGN 11 5.7. T.V COMMERCIALS 12 6. ACTION PROGRAMS 13 6.1. DIVERSIFICATION 13 6.2. MARKET DEVELOPMENT 13 6.3. IMPLEMENTATION TACTICS 14 7. WHERE TO FIND CLEANWELL HAND SANITIZER? 15 8. ENVIRONMENT 16 8.1. MICRO ENVIRONMENT 16 8.1.1. The Company 16 8.1.2. The Suppliers 16 8.1.3. Marketing Intermediaries 16 8.1.4. Customers 16 8.1.5. Competitors 16 8.1.6. Publics 16 8.2. MACRO ENVIRONMENT 17 8.2.1. Demographic Environment 17 8.2.2. Economic Environment 17 8.2.3. Natural Environment 17 8.2.4. Technological Environment 17 8.2.5. Political Environment 17 8.2.6. Cultural Environment 17 9. BUDGET 18 9.1. PRODUCT PRICING 18 9.2. FIVE YEARS PROJECTED SALES 18 9.3. FIVE YEARS BUSINESS PLAN 19 10. CONTROL 20 11. CONCLUSION 21 12. REFERENCES 22 APPENDIX...
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...Abstract This dissertation is highlighting the major success factors of “Minute-Maid” and drawbacks of “Rani” drinks. Analysis will be done keeping in mind what major marketing tactics both the companies are using to sell these drinks and which one of these products are most popular among the society. The target market for this project will be the home city, Lahore. This research contains different frameworks and theories which will help in identifying the current situation of Minute-maid and Rani in the market and will highlight various strengths and weaknesses regarding their processes and strategies that are being implemented. This dissertation discusses the market trends for Soft Drinks and highlights the reasons for the failure of Rani while suggesting the ways of its effective repositioning in the market by taking in account the 4 P's of marketing in accordance with the concept of AIDA. Introduction Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C. Minute Maid was the first company to market orange juice concentrate, allowing it to be distributed throughout the United States and served year-round. The Minute Maid Company is now owned by The Coca-Cola Company, and is the world's largest marketer of fruit juices and drinks. Minute Maid entered Pakistani market in 2008. Here they have used the same advertising concept as they have used in...
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...Write that Journal Article (in seven days) Dr Inger Mewburn Director of Research Training Australian National University This slide deck is released under a Creative Commons license Are you a plotter or a pantser? Plotters like to plan and then write line by perfect line. They take a long time, but don’t have to do a lot of editing later. Pantsers like to just jump in, with minimal preparation. They make a mess and then clean it up. The cleaning up can take a long time. Ideally you can switch between these modes. ‘... file cabinets are full of unborn articles. I know many researchers who have a shameful backlog of data; some have unpublished data from the 80’ s that they “hope to publish someday”. Sure they will.’ Silva, 2007. Warning: Don’t try to do this from a cold start... Writing a journal article is like cooking a stew. You need ingredients. If you have to keep running to the shops it will slow you down. Check whether you have some or all of the following in your academic cupboard: ● ● ● Data, Ideas and/or artifacts Knowledge of at least some relevant literature Results, analyses and or theorisations Day Zero: What sort of academic are you? Academia used to be mostly about speaking Image of an early viva from William Clark “academic charisma and the origins of the research university. Now we know each other through writing “Text work is identity work” Kamler and Thomson, 2006 Where you publish matters because...
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