...Why did the healthcare environment of the 1970s appear attractive to energetic young marketing professionals? Young marketing professionals like Ann Fyfe (1978) used a sound formula that included: “product, price, promotion and place.” This path allowed her to target specifics customers, provide their desires, gain capital and communicate effectively in building her customer base. Also, the “for-profit” portion of the hospital became significant due to their limiting reimbursements and increasing the services they offered. Some of the programs include Medicare, national for-profit hospitals, and nursing home conglomerates. Other programs included the rise of physician programs that promoted their loyalty. Pharmaceutical organizations emerged as well as various insurance health plans for employers and individuals that focused on the advertisement & sale of specific drugs to the public. Hospitals used various forms of marketing strategies which included: “read: advertising,” the media, and mass advertisement (billboards, television and radio) commercials. They also provided free educational programs, public campaigns. According to the literature, within approximately 24 months, Ann Fyfe and the hospital CEO were fired by physicians because their marketing strategies unintentionally sabotaged the unannounced competition between the physician and hospital. Apparently the “physicians” were not viewed as internal customers and their urgent care practices...
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...Failed Research Leading to Failed Positioning – Kellogg’s Launch in India Kellogg’s in the 90’s started facing immense pressure from competitors and their main markets of the U.S and Europe had become sluggish. It is during this time that they decided to launch in India. Our “Marketing Management” textbook outlines the following six major forces to be researched at a macro level when considering the opportunities and threats, especially when venturing into a new territory: Demographic, economic, social-cultural, natural, technological and political-legal (Kotler, Keller, Koshy, Jha, 2009). If the above has been researched and evaluated carefully, you can then position your product well with the other 3’P’s: Place, Promotion and Price. Yet, Kellogg’s with their over-confidence just gambled on the economics and here too they failed miserably. While considering economics in 1994, they considered the overall population. Mr. Bhagirat B. Merchant, at that time director of the Bombay Stock Exchange, agreed on this when he stated, “Even if Kellogg’s has only a two percent market share, at 18 million consumers they will have a larger market than in the US itself” (Cashberry, 2006). Yet, Kellogg’s forgot to take into consideration, before investing USD 65 million, was the “consumer class” was not more than 100 million and were dispersed geographically with very different cultures, customs, and tastes. Over-confidence came from the fact that they were a huge company...
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...losses. The company budget of $500million allocated for this investment needs to be thoroughly reviewed before making any further decisions. The report looks at several factors relating to Qantas airlines and the implications and changes to these factors if Colourful Corporations decides to investment in this company. The issues which may affect this investment decisions are Qantas global strategy, staffing policy, labour union issues, outsourcing of maintenance services, global marketing and advertising strategy, use of global logistics, sustainability, foreign ownership, prospects related to financial status, share price and national sovereignty matters. Due to time constraints this report identifies 1. Qantas global strategy; 2. Global marketing and advertising strategy and 3. Sustainability as the 3 main drivers of reasoning behind the possible investment decision of Colourful Corporation. Aim The aim of the report is to advise the CEO on the Qantas global strategy, global marketing and advertising strategy and sustainability issues relating to Qantas airlines and the implications of these changes to Colourful Corporations if the company decides to investment in this company. Factors 1. Qantas Global Strategy The global strategy refers to expansion of certain companies in order to sustain in the highly competitive markets (Goshal, 1987). When companies like Qantas enter a certain scale of business activities they have to resort to global integration in order...
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...DISCUSS HOW THE CONSUMER BEHAVIOR HAS CHANGED TODAY Kotler defines consumer behavior to be the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. He argues that it blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Macinnis and Gupta, 2008. Argue that consumer behavior reflects the totality of consumer’s decisions with respect to the acquisition and disposition of goods, services, activities and ideas by human decision making units. They have it that consumer behavior means more than just how a person buys tangible products such as bath soap, digital music players and automobiles. It includes consumer’s use of service, activities and ideas such as going to the doctor, visiting a theme park, etc. Foxall, 2005. Identifies with changes in consumer behavior in world. He argues that the buying behavior of urban middle class of Africa and India and the upper middle class as well to a large extent has a...
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...Impact of Public Relation on Marketing Promotion Activities Abstract: Advertisement is one of the most popular media for marketing of products all over the world. Companies allocate and spend huge amount of money on advertisement to inform and attract customers. But advertising is losing its effectiveness because of growing advertising clutter, the increasing number of channels, the availability of zapping mechanisms, and reduced watching of television by certain groups. In promoting the products or services as well as companies concerned, the major challenge today is getting people's attention. As a result, market experts are considering other methods of getting consumer attentions. Now consumers are pressed for time, and many work hard to avoid advertising messages. Companies are facing challenges to find new ways to capture consumer’s attention and public relations can play a growing role within the marketing promotional mix to build and maintain brands. Consumers are now learning about products and brands through means other than advertising and in this context public relations are gaining momentum. Even public relations can establish and maintain a positive image of the company among its various stakeholders. This reality is consistent with our perception that public relation is an important part of the Integrated Marketing Communication(IMC) process, contributing in its own way but also in a way consistent with marketing goals. This study attempts to find out comparative...
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...BUSINESS PLAN SUBMITTED TO: Ms.Amina Sadaf BBA 6C BUSINESS PLAN TEAM MEMBERS ROLES GROUP LEADER Amna Shah……Compilation, roles and responsibilities of owners, introduction, executive summary, industry analysis, description of venture and confidentiality report. ASSOCIATES Anum Rafique……Logo, production plan, questionnaires and proof reading Mariam Raheem…..Table of contents, formatting, operational plan, questionnaires and proof reading Sabeen Iqbal……….Marketing plan and questionnaires FOLLOWERS Farooq Saleem…… Financial plan, questionnaires Raja Yasir………..Organizational plan and printing Sehrish Mirza…….Assessment of risk and questionnaires CONFIDENTIALITY REPORT To Madam, This report is confidential and is property of the co-owners whose names are listed below. It is intended only for the only use by the person to whom it is submitted too, and any reproduction or divulgence of any of its contents without the prior written consent of the owners/ company is strictly prohibited. Signature of Co-owners: Ms.Amina Sadaf signature ……………… Amna Shah Anum Rafique Farooq Saleem Raja Yasir Mariam Raheem Sabeen Iqbal Sehrish Mirza Contents TEAM MEMBERS ROLES 2 GROUP LEADER 2 ASSOCIATES 2 FOLLOWERS 2 CONFIDENTIALITY REPORT 3 ...
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...Bradley have done an exceptional job so far, and have definitely pointed our marketing department in the right direction. After our company implemented Sally’s proposal, our market share increased three points, which she definitely deserves credit for. However, her proposal has led to some active criticism from the public which has left our group manager Tom Miller displeased because of how valuable this proposal is to our Natural Cereals division. Sally’s proposal included a limited health message to the high fiber content in our bran cereals. She indicated in a very cautious way that food high in fiber has been associated with studies to lower rates of some forms of cancer; however, she did not go about saying that our bran cereals had more bran than other competing bran cereals. She also went about featuring our new “Re-sealable Pack,” which allows the inside bag to be resealed for freshness, and included a 35 cent coupon toward the next purchase of a product of Natural Cereal. Although she believed her proposal avoided deception to our consumers, one key criticism we have received for Sally’s efforts is that we jumped on the company bandwagon that makes often misleading or incomplete health claims. Tom believes we cannot afford criticism, so he asked me to step in and provide my own proposal. I support many of the ideas Sally and Joe have proposed, however, I feel there are still a few mishaps and missing pieces in the proposal. I believe these mistakes and missing...
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...Situation Analysis Market Analysis_3 Product Analysis- SWOT Analysis Marketing Objectives Identifying Target Market -Selecting Target Market-Target Market Developing Marketing Strategies Marketing Mix: Product Price Promotion-Place Implementing the Marketing Plan Monitoring and Controlling Developing a Financial Forecast Comparing actual and planned results Revising the marketing strategies References Executive Summary The focus of this report is on new Apple Ipod product that has created increasing demands in various outlets. This product allows consumers to download not only their favourite music but also books and other literature which can be read and listened to. Additionally this Ipod can be used in your car and in other mobile settings. This report is for Apple to give a brief description of this product. Within this marketing report there is an insight of the situation analysis of this product, marketing objectives, the target market, marketing strategies that have been used and the forecasted strategies, monitoring and controlling. Situation Analysis Market Analysis Internal Influences Management: Effective management is required for the training and development of employees for the continue innovation of Apple IPod and for retraining sufficient funds during competitor introducing new product. Capital Availability: Competition may cause mishap in the cash flow. Sufficient funds must be available when competitors unpredictably...
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...1. INTRODUCTION This report has been prepared to analyze and validate the initial stage of a strategic international marketing plan for launching Sephora in Pakistan. The background gives a brief insight of the company, the product and the foreign market chosen. The environmental analysis, to justify the foreign country, offers perspective across the Economic and Financial, Cultural, Political and Legal (PESTLE) elements that will affect the organization. A SWOT analysis has also been conducted to better exhibit the more holistic overall implications of Sephora investing in Pakistan. The “limitations” of this report include a limited word count and certain primary resource constraints. A summarized version of all external environmental elements has been formulated, analyzing their potential marketing implications for Sephora to overcome these constraints. Several graphs and tables are added to rationalize necessary investment decisions and illustrate key facts and findings that reinforce the merits for Sephora penetrating the market. It is essential to underscore that the rationale for launching Sephora in Pakistan are multifold. Pakistan is home to favorably high-density demographics with a consumer base of 180 million and growing which should not be ignored by any MNC or international brand seeking alpha-growth over the coming years. With increasing globalization, media liberalization and rapid urbanization, Pakistani citizens are becoming ever-more brand-conscious...
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...Executive Summary The focus of this report is on new Apple Ipod product that has created increasing demands in various outlets. This product allows consumers to download not only their favourite music but also books and other literature which can be read and listened to. Additionally this Ipod can be used in your car and in other mobile settings. This report is for Apple to give a brief description of this product. Within this marketing report there is an insight of the situation analysis of this product, marketing objectives, the target market, marketing strategies that have been used and the forecasted strategies, monitoring and controlling. Situation Analysis Market Analysis Internal Influences • Management: Effective management is required for the training and development of employees for the continue innovation of Apple Ipod and for retraining sufficient funds during competitor introducing new product. • Capital Availability: Competition may cause mishap in the cash flow. Sufficient funds must be available when competitors unpredictably put forward their product in the market. • Technological Adoption: Technology must be adopted to improve overall efficiency. It must be integrated directly into operations (to increase productivity), as well stay on date with the amounts of Ipod’s ordered, made and delivered. External Influences: • Competitors: Competitors will regulate what, when, how and why strategies will be adopted. The introduction of...
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...head: KUDLER'S MARKETING PLAN 1 Kudler's Marketing Plan Kathy Kudler had an idea and transformed that idea into what is known today as Kudler Fine Foods. Starting up a business can be a difficult task and so can future growth of that same business. As of present, Kathy has again had an idea and started the transition to implement catering services. In an effort to make this business venture successful, Kathy has to consider several marketing strategies that not only benefits the company in the immediate but also creates future growth and stability of revenue in the long term. Three Pieces of Market Research Kudler Fine Foods (KFF) marketing strategy will require the “organizational function and a set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders” (p. 8). Based on that conclusion a market consists of potential customers with desires and ability to buy specific products. Through the three pieces of marketing research KFF will “define the marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions” (Kerin, Hartly, Berkowitz, & Rudelius, 2006, p. 205). Consumer and Company This organization will link the consumer and the company through information to identify and define marketing opportunities, and problems by reducing risks and uncertainty to improve decisions made by the marketing managers. KFF...
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...Assessment task Marketing Plan Apple Ipod Contents Executive Summary____________________________________________3 Situation Analysis -Market Analysis_______________________________________________3 -Product Analysis_______________________________________________4 -SWOT Analysis_______________________________________________ 4 -Competitor Analysis ___________________________________________ 6 Marketing Objectives__________________________________________ 7 Identifying Target Market -Selecting Target Market_________________________________________7 -Target Market_________________________________________________7 Developing Marketing Strategies Marketing Mix: -Product_____________________________________________________ ___8 -Price_______________________________________________________ ___8 -Promotion___________________________________________________ ___9 -Place_______________________________________________________ ___9 Implementing the Marketing Plan__________________________________10 Monitoring and Controlling -Developing a Financial Forecast____________________________________10 -Comparing actual and planned results________________________________11 -Revising the marketing strategies____________________________________11 Appendix ______________________________________________________12 Appendix A_____________________________________________________13 Appendix B_____________________________________________________14...
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...Question 1 By the 1970’s IKEA had expanded its market share throughout Scandinavia with a total of nine stores in the entire region. The furniture market mainly consisted of fragmented and high cost retailers, where a lot of the products that they had in their stores were not readily available. Thier competitive advantage was being the best-cost provider within the furniture market, while adding conveniences for the customer such as an in-store restaurant, a care center for children, self-service warehouse and check out procedures. IKEA sold furniture which had high quality, elegance, and functionality at a very low price, along with the ‘experience ‘of IKEA. They were able to provide such low cost products was because they were able to use differentiation and outsourcing with their suppliers to cut down of transportation and transaction costs. For example in 2008 IKEA had over 1,000 different suppliers in 54 different countries. Thier top sourcing countries (China, Poland, Italy, Sweden and Germany) were able to provide IKEA furniture to any where in the world while still maintaining minimal transaction and transportation costs. Question 2 IKEA’s expansion into Western Continental Europe was a great success for the company. They quickly established a firm grip of the market with their first store opening in Switzerland. This was due to the similarities the European market had with the Scandinavian market. Much like the scandinavian model, Europes’ furniture market was...
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...Company Overview Eikon Device was founded in 1994, by three young and dynamic partners: Dean Byrnes, his wife Monika Stengele and their friend Bill Baker, a tattoo artist. The company entered the market at a time when the industry was just coming out of the shadow. The equipment was rudimentary, tattoo artists were building their own machines from DIY kits, relied on needles designed for other applications and had a hard time trusting any company entering the market. However, Eikon Device managed to gain credibility as co-founder Bill Baker belonged to the community. Entering a market where everything remained to be done, Eikon invested heavily in R&D and published its findings to keep its customers on top of new trends. These early days remain inked in the company’s DNA: Eikon exists to provide the tattoo industry with solutions tailored to its needs and outstanding customer service. In 2012, the company had revenues of CAD10M of which 65% were made online. The company’s international sales are mainly made in the US (27% of 2012 revenues). Medical grade consumables accounted for 70% of sales but generated very low margins, while power supplies and tattoo machines, which accounted for less than 20% of sales, generate margins of c.300%. Current situation Eikon Device has managed to secure a leading position in the tattoo equipment market. For almost two decades, the company has been following the market without defining a clear strategic framework but it is now at a turning...
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...meet the needs of the current environment of the business than it would be bad for the company. Marketing and Auditing are the key areas where the strategic decisions of the Qantas have to focus. In Australia the airline industry has been under crisis since 2000 so the Qantas had to tackle the situation by strategic moves and proper planning has to be done for that. Marketing auditing has been done by the company several times to check the effectiveness of the strategic decisions that were being made to support the marketing activities regarding new and old customers (Kain and Webb, 2003). In addition to these, a significant worldwide leaning in rapid look of low-cost transporter was empirical and the challenge for Qantas to maintain both the low cost and high quality standards was difficult but workable and it worked on it. Australian airline industry was not opposed to this, two reasonably priced airlines that is to say wish and Virgin Blue Airlines were launched in 2000 and so they created a sense of competition in terms of marketing activities for the company and thus auditing was becoming necessary. USE OF BUSINESS TOOLS TO UNDERTAKE FORMAL MARKETING, AUDITING AND PLANNING Business tools like strategies and customer services tools like software, plans and policies if used properly for the Qantas would help undertaking the formal marketing, auditing and planning. Formal Marketing would...
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