...Principles of Marketing April 22, 2015 Case Paper #8: Besitti’s Restaurant Introduction Rosa Besitti is an accomplished and driven woman who is trying to find her way in the very daunting restaurant industry, while facing many hardships that have caused her to question her business altogether. Her deep wanting for future success in the restaurant industry has inevitably brought her to face a difficult decision in her career. She has to choose between keeping her restaurant under her name and leadership, while continuing to try and make it grow so that she can start bringing in profit to her family, or make Besitti’s a fast-food or family restaurant franchise and give up her own brand and family name. She is aware that if she doesn’t change what she’s doing in some way or another as soon as humanly possible, she will never get to the point in her career where she no longer has to consider making tough and life alternating decisions. Analyze Ms. Rosa Besitti, the owner and manager of Besitti’s Restaurant, is reviewing and analyzing the slow growth of her restaurant and deciding whether she should either continue trying to grow her industry, or switch to joining a common fast-food or family restaurant franchise chain. If she decides to keep Besitti’s Restaurant under her name, the wisest thing to do in order to move forward, Rosa should explore the possibility of creating and performing a S.W.O.T. analysis. A S.W.O.T. analysis is a structured planning method used to evaluate...
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...Marketing Case Studies Innovative and creative marketing is more important than even in a shaky economic climate. Here's some of the best strategies we've found for quickly moving your brand from intriguing concept to household name. Brand Marketing: Guinness How do you refresh a 243-year-old brand? By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees, and the community. Scott Kirsner Are Brands out of Hand? A new kind of brand proletariat is on the loose, courtesy of Harvey Alpert, the man behind Brand in Your Hand. Jack Hitt Battle of the Brands John Hancock`s outspoken CEO names names and points fingers at some high-profile brand offenders in his new book. He also offers some good advice on not screwing up your own company`s brand. Jennifer Reingold Don`t Shout, Listen At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here`s how P& G has turned the Internet into a device for listening to customers -- and for experimenting with its brands. Fara Warner Who`s Fast Hall of Fame: Brand Builders Brand builders forging product identities that endure and entice. Fast Company Cleaning Up Brand Clutter With 35 varieties of bagels, 66 subbrands of GM cars, and more than 13,000 mutual funds, American consumers are suffering a severe case of brand overload. Marketing...
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...Problem Statement: What marketing-penetration strategies should Blair-Jones Company deploy to increase sales within their current market areas for architectural paints and coatings? Situation Assessment: The United States (U.S.) paint industry is mature industry and currently a sixteen (16) billion dollar market. The entire U.S. paint industry is classified into three primary segments. The first U.S. market segment is special-purpose coating which accounts for twenty-two (22) percent of industry sales. These sales are produced for special applications where surfaces are exposed to environmental or other corrosion elements. Relative examples include manufacturing facilities, bridges, road construction and many other industrial settings. The second U.S. paint market segment is original equipment manufacturing OEM coatings. These coatings are applied to durable goods to meet certain specifications of the manufacture. The original manufacture applies the paint coatings to the durable goods during production. OEM sales account for thirty-five (35) percent of the U.S. paint industry. Relative examples include industrial machinery, transportation equipment, appliances, furniture, construction products and vehicles. The final U.S. paint industry market segment is architectural coatings, which is the primary focus of this marketing case. Architectural coatings otherwise known as “shelf goods” make of the largest portion of market share at forty-three (43) percent...
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...Though the profit generated by “new customers” under niche strategy scenario is $4.7 million more than mainstream strategy, it is still necessary to look into the additional profit generated from exist customers who switch from Paramount’s other products to Clean Edge Razor. Unfortunately, the case does not provide the sales volume and margin profit of Paramount’s other products, therefore can not calculate the additional profit due to the switch. But if the additional profit using mainstream strategy is $4.7 million bigger than niche market strategy, this could suggest overall the mainstream strategy can generate more profit compared to niche market strategy. 3. Other issues To minimize the cannibalization effect and attract more new-user under niche market strategy scenario, Randall should use “Clean Edge by Paramount” Paramount only have the budget totaled $48.3 million on advertising and promotions in 2010, it means if Randall requires $42 million to use mainstream strategy to promote Clean Edge Razor, the expense will account for 87% of the company’s annually marketing budget, which will definitely squeeze the budget of Paramount’s other cash cow products, and thus cause the tremendously potential risks on other product’s competitiveness in Moderate and value market. Secondly, after deducting the cannibalization effect, the profit come from “Paramount’s new customers” who buy Clean Edge Razor under niche strategy scenario in Year 1& 2 is $30.3 million, bigger...
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...SPECTRO MUSIC STUDIO MARKETING PLAN 2009 Table of Contents 1.0 Executive Summary 1 2.0 Situation Analysis 2 2.1 Key political, legal, economic, cultural, social, technological factors affecting product/service 2 2.1.1 Political 2 The business is not affected by any political parties at the moment and business is quite comfortable in current political policies. 2 2.1.2 Legal 2 The legal issues associated with this industry are noise pollutions, childcare and general private small business legal issues. 2 2.1.3 Economic 4 2.1.4 Technological 5 2.1.5 Social and Cultural 6 2.3 Market segment structure/analysis: 7 2.3.1 Size 10 2.3.2 Buyer Criteria 11 2.3.3 Trends / Forecasts 12 2.3.4 Key competitor assessment 13 2.4 Assessment of firm’s experience/ expertise 14 3.0 SWOT Analysis 15 3.1 Strengths / Weaknesses / Opportunities / Threats 15 3.1.1 Strength 16 3.1.2 Weaknesses 19 3.1.3 Opportunities 21 3.1.4 Threats 24 3.2 Implications of SWOT 25 3.2.1 Strengths + Opportunities 25 3.2.2 Weaknesses + Threats 26 4.0 Strategy Evaluation 27 4.1 What is basis of how the firm will compete? 27 4.2 How can this offer be built, delivered, managed? 27 4.3 Positioning issues / options 29 5.0 Distribution Channels: 31 5.1 Existing channels are used by firm 31 5.2 New options for channels of distribution 31 5.3 Recommended Overall Mix 32 6.0 Business Objectives 33 6.1 Financial Objectives 33 6.2 Marketing Objectives 34 6.3 Operational Objectives...
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...CASE STUDY: Whitening Creams As if whitening creams for women were not enough, now the trend seems to have caught on with men as well, with various brands like Fair Menz and Fair & Handsome making inroads into the Pakistan market. Fair & Lovely (by Unilever) is credited to be the brand that set off the trend, followed by a dozen or so low priced imitators. Then there is the high-end market which is catered to by prescription creams, lotions and dermatological treatments. Whatever the profile, complexion seems to have assumed the proportions of a “complex” within the Pakistani consumer psyche. Even other skin-care products like sun- blocks, hair removing creams, facial scrubs etc., now claim to have “whitening” properties. QUESTIONS: 1. How do you analyze this “complexion complex” from the Psychoanalytical perspective? Do marketing messages for these whitening creams and products target the Id, Ego or Super Ego in any way? Do they even create triple appeal? 2. How is the Consumer Behavior being influenced for these products in terms of Learning? Which kind(s) or Learning (Behavioral, Cognitive, and Reinforcement) is/are taking place which has resulted in spreading the use for these products? 3. Explain how Informational, Identification and Normative influences may shape consumer behavior in for these products? CASE STUDY: Streetcar Streetcar was established in 2002 by Andrew Valentine and Brett Akker who came across the idea after reading...
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...Course Name: International Business and Marketing Instructor’s Name: Prof. Dr. Britta Bergemann E-mail: britta.bergemann@stw.de Class Time: 2.00PM – 8.00PM 1. Course Description This course looks at international business and marketing topics in theory and practice (case studies). It aims at building students’ awareness of business and marketing mix issues in the global context, and provides the tools to manage products and brands globally. 2. Overview This course offers a framework that allows students to see the big picture. After laying the foundations students will learn about the fundamentals and strategic impact of globalization on today’s business decisions, and how to position, communicate and price products globally. Along the way students will also see how companies are dealing with global marketing issues due to a wealth of case studies and examples. 3. Learning Outcomes Upon successful completion of this course, students will have acquired: An overview of international business strategies An overview of current marketing principles and practice An in-depth understanding of the concepts required for developing and managing global markets An evaluation of the changes that have occurred in the competition for global markets A deeper look at the causes of cultural differences The ability to effectively apply analytical criteria in order to evaluate opportunities of global The ability to take global marketing decisions and manage processes involved...
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...SIX STRATEGIES FOR SUCCESSFUL NICHE MARKETING BY ERIC K. CLEMONS, PAUL F. NUNES AND MATT REILLY Niche marketing is when a company develops a product or service that is currently unavailable in a particular area that will not necessarily be used by the general population. Buisiness are traditionally categorized as low sales, high margin or massive sales and low margins. Modern consumer demands have shaped how businesses offered products in the past, mainly manufacturing in lots and making goods available to all vs now, where you can find the “perfect” brand for your requirements from low cost to high cost products. Target the customer needs carefully- Identifying markets where there is a distress about the existing products or the consumers are in need of a new product for their own purposes. Hewlett-Packard, for example, markets all-in-one machines that print, fax and scan to segments of the home office market, while targeting larger businesses for higher-priced, single-function units. This has given rise to precisely targeting small portions of market where there could be a need for a new product. Listen to Your Customers- There are lot products that are not advertised, but the consumers know about these products. In recent times, it has been easier for companies to research the market with the vast amounts of information available on the Internet, Social Networks and Search Trends. A company should always listen to what their customers have to say about their product...
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...Soar for More –Marketing Case 2014 Presents Soar For More Marketing- Case Study - 2014 Soar for More –Marketing Case 2014 Preamble: Monsoons had just arrived in Mumbai and as the dark clouds began to encompass the sky in the evening, offices called it a day. Unabated by these rains, the construction of bustling high rises which were determined to pierce through the skies, was ubiquitous. Sanjay Sarkar, the Head of Marketing at Lodha Group, was looking at the skyline of this city through his glass chambers with a sense of pride that the tallest and the grandest of them for many years to come will be The World Towers, world’s tallest residential building with Armani designed residences. Lodha Group was widely acclaimed for delivering the finest projects, and for those who have had a remarkable experience from buying a Lodha property, the choice for buying a second residence was markedly another Lodha property. At this thought, Sanjay was pondering over the annual numbers and it occurred to him that so far 14% of the entire group’s revenue in 2014 was from Loyalty and Referral bookings, which were sparked by a loyalty program that was earlier unheard of in real estate industry. Loyalty program rewards repeat purchases and referral bookings in kind, ranging from a fully sponsored trip to the Milan Fashion Week with front row seating to an exclusive A R Rahman concert. The program’s objective is also to drive more loyalty and referral bookings from the existing customers...
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...Case Study The information in the Case Study is used each week when writing the individual sections of the Marketing Communications Plan. One of your neighbors has just inherited a restaurant in a small town about 75 miles away. They’ve never owned or operated a business before, and know very little about marketing or the restaurant business. They now have a Marketing Plan, but need help with the Marketing Communications Plan. General Restaurant Information Provided by Your Neighbors: 1. They want to keep the “family’s” restaurant as a legacy to their family members who left it to them. However, they will need to make money immediately in order to replace the income they lost when they quit their jobs to run the restaurant. 2. The restaurant has been losing sales/profits over the past few years. Family members have had some health issues (and have since passed away) and have not had the time to manage the restaurant effectively. For the past few months, the Chef and some of the servers have been keeping the restaurant open. 3. The restaurant has a good reputation in the small community. The town has a population of 6,000 people. It is in a good location (right off an interstate) and does additional sales catering to local businesses in the area. Over-the-road semi-drivers say it is the best cup of coffee in town and town’s people know that you can always find the local sheriff and highway patrol officers eating there. People are allowed to smoke at their...
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...Aleksandra Gavazova BUS-201-004 Case Study #1: Besitti’s Restaurant 22-September-2015 To begin with, Rosa already had another restaurant that was, and it is, probably still doing well under the control of her brother, so she has a profound understanding of how restaurants work as well as years of experience. Franchise chains are a good option for people who are completely new in the field, because the franchise company gives them all the training they need, a ready strategy that they only need to follow, and an established clientele of the brand who are familiar with the products and quality of the company. It looks like Rosa really knows what she is doing and understands the restaurant business in its foundations, because she is going step by step through the three main Marketing Management Processes. First, she made her planning in details and made a really good choice with the location (place), which is one of so called “Four Ps” of Variables in the Marketing Mix. After that, Rosa went to the second marketing management process—the implementation of her strategy, which she did successfully, because even at the beginning when she opened her restaurant, it wasn’t working on loss. The restaurant was always at least covering its costs for maintainance, which for a newly open place is a big achievement. Rosa shouldn’t be so scared from the franchise chains around her and neither from the pizza that it may come in the same shopping center, because she has a unique competitive...
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...Marketing Management Case Analysis Subway® Sandwich Shops Abstract Subway® Sandwich Shops was founded in 1965, and has been franchised into the hearts and stomachs of families all around the world. This highly successful sandwich shop was the dream of high-school graduate Fred DeLuca. With the financial help of long-time friend Dr. Peter Buck, Fred opened the first Subway Sandwich Shop in Bridgeport Connecticut in 1965. By 1974, the pair had opened over 16 shops around Connecticut. In the year 2004, the SUBWAY® chain entered its 39th year of operation. It is the world's largest submarine sandwich chain with more than 21,000 restaurants in 75 countries. As a matter of fact, the SUBWAY® chain operates more units in the US and Canada than McDonald's® does (www.subway.com). Subway® currently operates 23,983 restaurants in 84 countries, and because of its' marketable success, the company was selected to be the subject of a marketing analysis. The fast food landscape continues to evolve, and one of the most dynamic segments within the Quick Serve Restaurants market continues to be sandwiches, subs and wraps. Driven by consumer interest in healthier food choices and a growing demand for premium ingredients, sandwich chains are expanding locations as well as variety. In real terms, the sandwich, subs and wraps market has grown 70% since 1999, or from $9.9 billion to an estimated $16.8 billion in 1999-2004. Primarily Subway®, Quiznos, and Panera Bread have fueled growth and...
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...Case 2.1 How a Stadium Becomes Part of a Marketing Strategy February 26, 2012 Abstract Jane Smith A sports stadium plays an important role in the marketing of sport’s teams. The stadium develops and displays that teams image and reputation. The team must play well, along with having a good home stadium. If Team A’s stadium is dirty and rundown with broken equipment and poor selections of food, then fans will be less likely to spend money to attend the games at the stadium. In order to have a successful stadium, you must invest time and money into it to make it enjoyable. Team B’s stadium has new and clean equipment and gourmet menu items. The prices are higher but they still have more fans because the experience is more enjoyable. Fans do not mind spending more money when they are getting a better experience for their money. A sports team will also need to play well in order for fans to be willing to spend money and travel to see their games. The appearance and feel of the stadium is almost as important as how well the team plays. Question 1: "How would you describe the target market for the Dallas Cowboys’ new stadium? Do you think marketers are targeting the right consumers? Why or Why not?" The cowboys are marketing football fans and their families. The new stadium makes it appealing for the whole family to spend the day at the game. The Cowboys’ are offering a variety of choices in good food and entertainment options. I think that they are doing a...
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...91% market share of Mexican dinner kit market and 70% market share of Mexican component market and 15% share of salsa market * Hard to grow dominant market share because difficult to capture market share from competing brand * Immediate challenge: create 2010 marketing plan and budget and incorporating a LT ustainable strategy brand * Mexican food category divided into meals and sauce * Consumers can buy either complete meal kit or individual components * Old el paso dominant brand in both meal kit and components with market share of 91.2 and 70.4% * Recently there market share declined by 1.8% in meal kit and 0.9% in components * Mexican salsa market * Annual households buying salsa increased by 16% to 36% b/w 1988-1992 * Consumer behaviour * Had a survey and 65% agreed that Mexican makes a fun meal but these people prepare far less then other meals * Consumers prepare tacos 3 times per yr * 2 barriers to consumer purchase frequency * Top of mind awareness * Convenience/ease of preparation * Consumer research indicate 70% of decision to purchase Mexican meal before consumer arrive at the store * Marketing strategy * Maintaining or increasing its dominate market share in competitive market with a relatively low industry growth rate...
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...Marketing Strategy Squirt Case Squirt - Nature of industry, market, and buyer behavior In the United States, people consume more carbonated drinks than tap water. Research has shown that the average American drinks about 53 gallons of soft drinks per year. However, soft drink consumption has declined over the past few years. The soft drink industry has three major participants in the production and distribution; concentrate producers, bottlers, and retail outlets. Concentrate producers are responsible for consumer advertising and promotion programs, product development and planning and market research. The bottler’s responsibility is to set up local and retail trade promotions. Among this is selling and servicing retail outlets, placements and maintenance of advertisements, and the restocking of retailer’s shelves and vending machines. Competition in the soft drink industry is mostly relevant among the top three companies; Coca-cola, Pepsi-Cola, and Dr. Pepper/Seven Up. Each of these companies offers a product similar to Squirt, but each has their own variation. Coca-Cola’s Fresca is also a grapefruit flavored carbonated rink, but it has sugar and is caffeine free. Coco-cola also offers Mello Yellow and Surge. Pepsi-Cola has the largest carbonated citrus drink called Mountain Dew. The Organization Squirt Brand carbonated drink is a caffeine-free, low sodium soft drink that is a blend of grapefruit juices mixed with carbonation. It is the best selling carbonated grapefruit...
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