...________________________________________________________________________________________________________________ HBS Professor W. Earl Sasser and Heather Beckham prepared this case solely as a basis for class discussion and not as an endorsement, a source of primary data, or an illustration of effective or ineffective management. This case, though based on real events, is fictionalized, and any resemblance to actual persons or entities is coincidental. There are occasional references to actual companies in the narration. Copyright © 2008 Harvard Business School Publishing. To order copies or request permission to reproduce materials, call 1-800-545-7685, write Harvard Business Publishing, Boston, MA 02163, or go to http://www.hbsp.harvard.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of Harvard Business Publishing. Harvard Business Publishing is an affiliate of Harvard Business School. W. EARL SASSER HEATHER BECKHAM Thomas Green: Power, Office Politics, and a Career in Crisis Another long day at the office had drawn to a close. Thomas Green felt the pulsing in his temples that usually preceded a migraine. As he stepped outside Dynamic Displays’ corporate headquarters in Boston, the brisk air made him catch his breath. It was now February 5, 2008. Green could not believe that in...
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...ACCRA-POLYTECHNIC GROUP-8 Questions 1. Acquire a marketing plan of a company in the financial, telecom or airline industries. 2. Summarize the outline they have used. 3. Critically examine the outline and content of the plan. HUTCHFUL LEWIS, 01134095 ADJEI PEPRAH MAVUS, 01134012D OFORI IRENE, 01134157D YUSIF RASHIDA, 01134289D APPIAH MENSAH JUNIOR, 01134401D ADAMU HAMDIYA, 01134251D AGYARE KWABENA MALVIN, 01134021D Barclays Bank marketing plan outline 1. Executive summary 2. Company description 3. Situational analysis 4. Marketing objectives 5. Marketing strategies 6. Marketing mix 7. Monitoring and control 8. Budget 9. Appendix Critical examination of the outline and its content executive summary The marketing plan of Barclays Bank focuses on introducing new innovative strategies to expand market share of Barclays Bank. The executive summary places emphasis on the 1. Objectives to achieve 2. Marketing strategies needed to achieve the objectives Company description This hinges on the fact that A. Barclays Bank is one of the leading operations in the UK financial sector with exposure to Europe, north America, middle east etc. B. Barclays was established in 1690 by John feame and Thomas Gould C. Barclays is embroiled with a number of controversial subjects such as aggressive investment trading and tax avoidance schemes. Situation analysis Barclays Bank focuses on the industry...
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... | |Section 1.0 EXECUTIVE SUMMARY……………………………………………. |1 | |Section 2.0 PRODUCT AND SERVICE DESCRIPTION……………………….. | | | |1 | |Section 3.0 TECHNOLOGY DESCRIPTION………….………………………… | | | |1 | |Section 4.0 MARKET AND COMPETITION……………………………………. | | | |2 | |Section 5.0 BUSINESS MODEL………….………………………………………. | | | |2 – 3 | |Section 1.0 EXECUTIVE SUMMARY | | |The executive summary is an independent element of the business plan. It should contain a brief| | ...
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...The key components of an effective marketing plan include an Executive Summary, Market Strategy, Market Research, SWOT Analysis and Evaluation and Control. An Executive Summary encourages an organization to create a brief overview of their entire marketing plan setting realistic goals and measureable steps to achieve them. While a Market Strategy encourages the organization to clearly define its primary, secondary and tertiary markets along with product, price, distribution and promotion of the product or service they are offering. During Market Research an organization must become knowledgeable of marketing dynamics such as seasonal items, customer shopping habits, products currently on the market, what the competition is doing, pricing, and suppliers and distributors they can count on. In other words your target market must be clearly defined. Under a SWOT Analysis, an organization must assess and reassess its strengths, weaknesses. opportunities and threats in order to meet and accomplish the goals initially set. Finally, under Evaluation and Control, the organization must look closely at what to do and what not to do during the next marketing period in order to ensure that it stays on track with its goals. The Marketing Plan is one of the most important elements of the marketing process because of its multiple roles. A clearly defined marketing plan helps an organization set goals that are quantitative and realistic in nature. It encourages an organization to define...
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...2/28/2011 Creating a Marketing Marketing Plan Basic Layout Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls 1 2/28/2011 Executive Summary Brief summary of the main conclusions, objectives, strategy, l i bj ti t t implementation and required budget. Executive Summary External Analysis Internal Analysis l l SWOT Intended for management to find The plan’s major points quickly. Objectives Marketing Strategy Marketing Strategy Followed by a table of contents Marketing Plan (4P’s) Budget & Controls External Analysis • Customer Analysis – (Major) segments – Customer needs – b h i behaviour Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls • Competitor Analysis – Strategy – Market position – 4 P’s • Market Analysis – Define market – Size growth trends Size, growth, trends • Macro environment – Demographic, technological, economic, cultural, legal Opportunities & Threats 2 2/28/2011 Internal Analysis Current situation in Company X Executive Summary External Analysis Internal Analysis l l SWOT Objectives Marketing Strategy Marketing Strategy Marketing Plan (4P’s) Budget & Controls Past & current strategies • Past & current strategies • Four P’s – – – – Current products Prices Advertising/promotions Distribution (developments) ...
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...CHART OVERVIEW This document contains a brief outline of the departments within a hotel and the various position available within each department. If you have any questions please contact the following: Felicia Giordimaina Diversity Coordinator Phone: +61 (0)2 9280 9615 Felicia.Giordimaina@accor.com Accor Hotel Organisational Chart General Manager Finance Sales and Marketing & Conference & Catering Sales Executive Assistant Manager Human Resources PA to the General Manager Rooms Division F&B Kitchen Technical Services Housekeeping Front Office Revenue / Reservations Duty Management Food and Beverage Department Food & Beverage Director Restaurant Manager Bar Manager Banquet Manager Supervisor Supervisor Supervisor F&B Attendant F&B Attendant F&B Attendant Front Office Department Front Office Manager Assistant Front Office Manager Communications Manager Bell Desk Manager Concierge Manager Guest Relations Manager Front Office Supervisor Communications Supervisor Bell Desk Supervisor Concierge Supervisor Guest Relations Supervisor Receptionist Communications Team member Porter Concierge Guest Relations Officer Housekeeping Department Executive Housekeeper Assistant Executive Housekeeper Supervisor Room Attendant Technical Services / Engineering Department Technical Services Manager/ Chief Engineer Assistant Chief Engineer Trade Person / Supervisor Handyman Chefs Department Executive Chef** Sous Chef** Chef de Parties** Demi...
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...This report focuses on unilever marketing strategies its environment, its competitive strategies product and marketing factors. We designed a report to provide a brief description about its marketing mix and its major competitors in Pakistan. In addition to these we add a research survey base on unilever. We all have tried to our level best to fulfill all the requirements mentioned to us and now it is up to the reader to read carefully and understand what we want to communicate. This report provides a brief knowledge about unilever. Acknowledgment My first foremost humble and gratitude thanks to ALLAH the almighty for giving me the velour to remain dedicate to make this report. This underlying form term report is based on the analysis of different marketing mix function of unilever applied on sunsilk. In making this report we collect data from publication, internet, magazines and official person. Executive summary The summery of this report is that in this report we describes the history , mission , vision, purpose, their total brand in Pakistan and how company manage these brands for segmentation, targeting , and positioning. This report tells us that how company selects their segmentation, targeting and positioning strategy for a specific product Sunsilk shampoo. This report tells that what are the pricing, promotion, and packaging strategy of sunsilk shampoo. It also mentions that what are the version of sunsilk shampoo launch into the market according to consumer...
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...COMMENT: Executive Summary This section should outline what is going to be told throughout the entirety of the business plan. The executive summary typically serves as a trailer to what should be expected in the plan. In many cases, the executive summary serves as a cover letter and can be the deciding factor in the rest of the plan being reviewed or not. Strengths Palmistry does an excellent job of describing the nature of the business from a basic perspective. It then provides advanced details to outline the specific business and summarizes it effectively so that investors may gather the necessary information for evaluating the company’s potential. Deficiencies The executive summary is supposed to encompass the rest of the plan and essentially tell a reviewer what is going to be told. Palmistry seems to focus a little too much effort outlining the deficiencies of the industry it is involved with, rather than focusing on its own characteristics. Conversely, the executive summary does establish credibility citing only information that can be seen throughout the rest of the plan. As outlined in the Ernst & Young literature, the executive summary is more effective when it provides subtitles for each section it is summarizing. The Palmistry executive summary fails to do so and likely contributes to the company drifting from its overall purpose of the plan. Palmistry does outline its age as a company, however in establishing a better image of the company to its potential...
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...Activity 1 Consumer Profile Template 1. Executive Summary Keep in mind that not everyone will read every page of your marketing plan. Your executive summary should highlight the most important parts. It’s an overview of your marketing plan. As you go through the process of writing your plan you will refine your ideas and develop new strategies. By writing the executive summary at the very last you will be able to provide a holistic overview of your marketing plan. It is recommended that you include the following points in your executive summary: * Brief description of products or services * Define target market * Competitive advantage You need to tailor your offer so that your target customers believe that it is superior to what is offered by your competition - this is your competitive advantage. Competitive advantage can come from any element of your marketing mix - creating a superior product, more attractive designs, better service, more effective distribution or better advertising. Competitive advantage comes down to understanding what your customer values, delivering it and doing it better than your competitor. * Positioning statement Positioning is the way your product or service is defined by consumers. For example a consumer would describe a Ferrari as a prestige, high performance sports car. This perception by the consumer is due to a strategy developed by Ferrari to position itself in the prestige segment of the car market with a competitive advantage...
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...MKTG300_03 Individual Project: Developing a Marketing Plan (Due 11/25) Objective One of your key responsibilities as a marketer will be to draft a marketing plan. The objective of the plan is to architect a road map for marketing strategies of a firm. The goal of this project is to offer you some valuable experience in drafting a marketing plan. Overview You have been hired as a consultant to conduct a market analysis and develop a marketing plan. Although the ultimate goal is to help your client company achieve its long-term potential, the primary emphasis of the plan should be on programs to be implemented over the next year or two. Project Composition: * Paper (Due 11/25) * Presentation (Either 11/25 or 11/27) Presentation Format: * Give a brief overview of your marketing plan. * Make sure you time your presentation to be around 10-12 minutes (12-15 slides). * Avoid crowded slides and slides where the background detracts from the ability to read the words on the slide. * Consider using appropriate visuals and/or multimedia (e.g., short clip) that can enhance the audience’s understanding and engagement. Writing Format: A minimum of 8 pages and up to 10 typed pages, double-spaced written document (Times New Roman, Font size 12). Make sure you include page numbers on the bottom right. Not following this formatting guideline is subject to point deduction. Writing Style: Strong business writing is required. Do not overlook misspelled words...
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...EMPLOYER PROJECT PROPOSAL HIGH LEVEL PROJECT SUMMARY (to be drafted by the employer) Contact Information Company Name | KCLau Dot Com Sdn Bhd | Employer Executive Sponsor Name, Position & Contact Information | Primary: Evanna Phoon (foundermethod@gmail.com)Secondary: KC Lau(kclau@kclau.com) | Employer Project/Process Owner Name, Position & Contact Information | Primary: Evanna Phoon (foundermethod@gmail.com)Secondary: KC Lau(kclau@kclau.com) | Project Name | Develop a short term Creative Marketing Plan for www.FounderMethod.com to increase their email subscribers to 1,000 & facebook likes to 1,000 likes in 6 months | Brief Profile of the Company | Please provide a short description of the company, its business, products, market presence and total manpower size www.FounderMethod.com is the first & only Business Tips, Training & Resources Online Platform for Malaysian Entrepreneurs. We invite practical expertise & proven successful entrepreneurs to share on our Webinar Platform. Our target audience are those who are time pressed staying in major city or staying remotely not in major city but is very keen to learn and get business information.We just started Feb 2013. | Project Problem Statement(s)/Challenge(s) | Please provide a short, market-oriented, statement identifying the problem this project will address. The statement should outline clearly what to be solved or addressed by the project team. Additional information can be added...
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...Structure 1. Executive Summary 2. Company Overview and Project Focus - Company Background - Company Mission - Sources of Competitive Advantage - Course Project Focus - Market Opportunity/Problem Statement 3. Situational Analysis - Industry Analysis o Market Size o Market Growth o Market Trends - Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis - Competition - Customer Analysis - Product (AND 4 P )Analysis – WHAT IS the current marketing mix 4. Segmentation, Targeting and Positioning (STP) – WHAT IS it currently - Market Segments - Target Market Identification - Positioning 5. Marketing Strategy & Marketing Mix Recommendations (THIS IS YOUR PLAN) Marketing Strategy (What should it BE?) - Market Segments - Target Market Identification - Positioning If it is the same, then you just need to explain that and justify it. (For example, if you are suggesting improving the current product to sell more to the current customer (market penetration) or if you are suggesting launching a new product for current customers (product development), then your segment would be the same. Else, it might change. Marketing Mix (What should...
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...Your Marketing Plan Disclaimer The information contained herein is for the sole purpose of information, guidance and education which was extracted and compiled from various sources. This template represents guidelines and SME Corporation Malaysia reserves the right to modify this template, amend or terminate the information published at any time without notice. While every effort has been made to ensure the accuracy of information presented as factual, however error or omission may still exist. The information, whether policies, procedures, samples, examples or guidelines is not guaranteed for accuracy and legality. Please seek legal advice to make certain your legal interpretation and decisions are correct. SME Corporation Malaysia is not responsible for errors, omissions or damages of any kind resulting from the use of the information contained herein. If you need further information, assistance or reference about SME or microfinance issues or in completing this business plan, please contact us at 1 300 88 1801 or the One Referral Centre or send us an email at info@smecorp.gov.my. [Place your business logo here] [Business Name] Marketing Plan Date prepared: [Date prepared] Prepared by : [Your Name] [Your Title] [Business Name] [Business Address] Table of Contents 1. Executive Summary...
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...Creative Brief for Ford Motor Company Student’s Name University Affiliation Creative Brief for Ford Motor Company A creative brief for any company needs to be clear and complete in order to accomplish its purpose effectively. It gives the creative team direction while coming up with a marketing strategy. A well laid-down sample brief enables the team to come up with the best techniques that cover all the needs of the business owner. The creative brief for Ford’s company captures most of the necessary elements. It clearly states the product they want to advertise, which is the Ford Mustang. They also state their objective, which is to turn around the lagging sales. The objective is reasonable, although it is quite brief and general. This presents the risk that the advertising agency might not be able to capture Ford’s intentions adequately. They could have expounded on their ambitions more comprehensively, perhaps mentioning a certain percentage of sales increase they want to achieve within a particular period. The creative brief however gives adequate information both on the demographics and on the psychographics of the target population. This way, the advertising agency will know the exact channels to use in order to capture the right people. The message theme also perfectly brings out the key insight on the product. This will be of great help in designing specific content for the advertisement. Additionally, Ford Motor Company could have informed the advertising...
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...Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace Prepared for [company name] By: [student name] Date: [submission date] Table of Contents Starting an e-business in the Electronic Global Marketplace: Completing an Integrated e-Marketing Plan 1 Executive Summary 3 Selection of the e-Business for the Project 4 Environmental Analysis of the Marketplace 5 Targeted Market Segmentation 6 Consideration of Placement Decisions 7 Consideration of Product Decisions 8 Considerations of Pricing Decisions 9 Analysis of Innovative Promotional Communication Tools 10 Implementation and Measurement of Strategic Goals 11 Conclusions and Recommendations 12 Appendices 13 Executive Summary [Week 8] While this summary appears at the beginning of your plan, you should write it last. The summary is a one and a half to two page narrative that gives a brief overview of each of the sections found in the document. It should be designed to entice the reader to want to read more of the document. Selection of the e-Business for the Project Include in this section information from Assignment 1.1. Environmental Analysis of the Marketplace Include in this section information from Assignment 2.1. Targeted Market Segmentation Include in this section information from Assignment 3.1. Consideration of Placement Decisions Include in this section information from Assignment...
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