...Assessment 1 1. Critically comment on the combination of orientations in the organization’s marketing philosophy. 2. Discuss how the theory behind strategic marketing planning models can be used in the formulation of the organization’s marketing strategy. 3. Identify and critically evaluate possible opportunities for growth within the organization’s macro environment. Programme Name Master of Science in Marketing with Festival and Event Management Module and Module Number MKT11908 - Principle & Practice of Marketing Name and Matriculation Number Choi Pang Fung Oscar (40190237) Submission date 14 July 2015 (3,048 words) Content i. Study Objective P.3 ii. Bandai’s Company Background and Mission P.3 iii. Combination of Orientation in Bandai’s Marketing Philosophies P.4 iv. Strategic Marketing Models and Marketing Strategy of Bandai P.6 1. Ansoff Matrix P.6 2. BCG Matrix P.8 v. Possible Growth Opportunities within Macro Environment / Recommendation P.11 vi. Conclusion P.13 Reference P.14 Bibliography P.15 i. Study Objective This paper examines how Bandai Co., Ltd. implements a combination of Marketing and Product Orientation in its marketing philosophy. Then the formulation of their strategic marketing approaches will be assessed using Ansoff Matrix and BCG Matrix. The last section will...
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...Evaluation of Unilever’s marketing activities from two perspectives: marketing strategy and marketing philosophy Table of Contents 1. Introduction 3 2. Background to Unilever 3 3. Evaluation of Unilever’s marketing activities on marketing strategy 3 3.1 Product proliferation strategy 3 3.2 Global marketing strategy 4 3.3 Cause-related marketing 5 3.4 Digital marketing strategy 6 3. Evaluation of Unilever’s marketing activities on marketing philosophy 7 3.1 That marketing creates value 7 3.2 Product-oriented marketing, or the marketing myopia 7 3.3 Old school marketing 9 4. Conclusion 9 5. References 11 1. Introduction Marketing is a central function of business operations and an important value-adding link in businesses’ value chains. Successful marketers should constantly scrutinize their marketing activities from a variety of angles to make sure they are on the right track. The purpose of this report is to critically evaluate Unilever’s marketing activities based on the two perspectives of marketing strategy and marketing philosophy. More specifically, it will firstly evaluate four of Unilever’s marketing strategies: product proliferation, global marketing, cause-related marketing and digital marketing. Then, it will go on to evaluate Unilever’s marketing philosophy from a variety of angles. Finally, the report will end in a summary of key points. 2. Background to Unilever Founded more than 80 years ago, Unilever...
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...Marketing Plan Outline: Gracy's Shampoo, Hair Conditioner & Body Wash All & One Introduction The following draft want to create at this project to scheme of work in which there can create this product so this note acceptance for consumers and at the same time affordable for their company to they have created this scheme. In which I will create a plan of marketing for their new product as it is GRACY'S SHAMPOO, HAIR CONDITIONER, BODY WASH ALL & ONE. A product that I developed, in the to include an explanation of the product, an study of the market including size, demographics, and competitors. Also there investigation of the strategies, including sales, circulation, promotion, and marketing sustain prices. Much of their efforts with the products of the company, price, promotional approach and methods of planning there deployment issues relating to the Centre of marketers I. Description of Gray's Shampoo, Hair Conditioner, Body Wash All & ONE The new product "GRACY'S SHAMPOO, HAIR CONDITIONER, BODY WASH ALL & ONE" is for men and women. The product is available in different sizes and bottles. Our shampoo has all the nutrients like protein, vitamins and other essential organic products to improve the quality of hair and at the same time give their skin smoothness, unique, and successful. Our product will improve hair brightness and a mild sensation in their skin and hair growth. Our product contains no hypoallergenic that will not produce effects...
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...OF INTERNATIONAL RESTAURANT MANAGEMENT BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT Course name: ADVANCED MARKETING Assessment: Assignment 1 : Essay Students name: SARAH BINTI ISKANDAR FAIZ Preferred name: SARAH Student # 640996 3. What is the purpose and what are the benefits of the marketing philosophy? How does it differ from past traditional philosophies? Give company examples (with appropriate referencing) to illustrate. Give examples to explain how companies are moving towards societal marketing within the hospitality and tourism sectors. An establishment of an organizations, business or products constantly applies marketing ideas by understanding customers need and developing the products and services to meet their satisfactions and needs. Peter F. Drucker who is a successful management consultant says “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Hospitality and tourism industry are rapidly changing and flexible therefore a combination of marketing concept or strategy will be needed and is also due to increasing level of globalization therefore trends and function has been constantly changing over the decades However the basics of marketing philosophy has constantly guiding one’s businesses marketing activities. Purpose of marketing philosophy means giving a complete customer his or her satisfactions by studying and analyze target market theirs needs and wants while...
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...text talks about the different strategies companies use to excel in business; however, if these strategies are not impl ied in the right manner, they tend to loose customers and go out of business. There are various marketing strategies and objectives that are used in marketing products. If a company pays more attention to its competitors and fails to acknowledge the needs of the customers, then that company is destined to go out of business. Wal-Mart, McDonalds and Microsoft are few names mentioned as market leaders in Kotler and Armstrong’s text (Armstrong, G; Kotler, P; Marketing Principles, 13th edition, pg 539).These companies deserve the title because of the strategies they use to recruit more consumers everyday. They have great innovation ideas like changing their price to meet the customers’ needs, introducing new products, and spending money on promoting their business (Armstrong, G; Kotler, P; Marketing Principles, 13th edition, pg 539). Amar Bose is very much interested in doing his research prior to manufacturing his products and making money. According to Forrester Research, Bose Corporation is considered the market leader in the technology industry. Amar Bose used different philosophy in inventing his products since he started his business. He committed his time researching and inventing new products that were not on the market (Armstrong, G; Kotler, P; Marketing Principles, 13th edition, pg 549).Because of this philosophy, he has been able to produce...
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...Marketing Ideology Roger D. Jermeay II Marketing and Promotion Baker College MARKETING IDEALOGY “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” Peter F. Drucker (2001). Marketing is more than definitions, abstract thinking, theory and being sales manager. It is a science that incorporates functional knowledge that operates, not in a vacuum, but based on accepted principles. The purpose of this report is to inform the reader about marketing in the United States of America. The American style of marketing is the advent of business’ to find a way to make a profit. It is a necessity for businesses to know the current situation of the social economic environment, without such knowledge it is impossible to reach the next level. In the case of marketing evolution, with time comes change and change is a necessity to evolve. As society grows so should a business’ marketing attitude to remain competitive in an ever changing environment. In the business world marketing is continually a key assist or major detriment to a business’ success. Marketing is define as: The activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Nickels, HcHugh, & McHugh, 2010). To further explain, marketing does for a company what a resume does for person applying for employment....
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...Marketing philosophies help determine the management of marketing. Companies approach and conduct business in different ways in order to achieve their organizational goals. Based on the meeting held about the newly formed firm, each of them has his/her own opinion on what marketing concept will be used. According to Julie, they should use Production Concept and mentioned that price is an important factor in making profit. This concept is based on the fact that consumers favor products that are widely available and affordable. Concentration on production efficiency and effective distribution networks outweigh the customer's actual needs and wants. This is used primarily when demand exceeds supply and the focus is on finding production methods that can bring the price down to attract more customers. Next is James, who wants to improve the quality, performance, and features of the bicycle to attract buyers. This philosophy is Product Concept. It tends to spend too much time adding features to the product, rather than thinking about what people actually need or want. This type of philosophy tends to result in marketing myopia because innovation for new products ceases to exist. Companies that use this philosophy are looking for niche audiences that value the utility of their product. On the other hand, John who is referring to Sales/Promotion Concept wants to get a high-profile celebrity to endorse the product. It actually focuses on sales rather than what people actually need or...
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...zoomlife café | Marketing Plan | | | Madhu Enjati | December 15, 2013 | For MKTU 605 Instructor- Virginia Silverman Table of contents Executive Summary……………………………………………..2 Company Description…………………………………………...3 Current Market Situation………………………………………..4 SWOT Analysis…………………………………………………6 Marketing Strategy...……………………………………………6 Mission………………………………………………………….6 Objectives……………………………………………………….7 Pricing…………………………………………………………...7 Action Programs………………………………………………...8 Financials………………………………………………………..9 Controls…………………………………………………………11 Resources……………………………………………………….12 Executive Summary The goal for this marketing plan is to present objectives, strategies and programs that will help bring Zoomlife Café a reality in the next 5 years. Zoomlife Café will provide an environment of social interaction and relationship building through its layout, furnishings and strong implementation of Customer Relationship Management (CRM) education and training for staff. Marketing will be paramount in making ‘Zoomlife’ a household term and synonymous with a memorable experience. To create this ‘vibe’ a strong utilization in print advertising and social media will be used in marketing efforts. Emphasis will be placed on creating an experience that makes customers want to come back. Target markets include: 1. College students 2. Local business professional and employees 3. Local musicians and artists Company Description...
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...(2008), The American Marketing Association defines International Marketing as the multinational process of planning and executing concepts to create exchanges that satisfy organizational and individual needs. It involves organizations operating on a global scale, serving clients in different countries with a variety of products customized to meet their needs in regards to their culture and preferences. BurgerLite Inc. is fast food Company designed to serve customers that are looking for healthy food options. It offers a healthy solution that match people’s busy days and their awareness of the benefits of eating healthy. Going international is a big challenge because the Company doesn’t only have profit goals, BurgetLite’s culture and philosophy is to operate its business while improving and providing wellness and healthiness to society. A number of factors were taken into consideration when selecting the most convenient market, selecting Japan as the country that fit best the company’s philosophy and goals. This paper seeks to outline the preliminary criteria that were used to eliminate countries, the indicators used to evaluate the investment environment of the country as well as the decision and motivation towards the choice that was made. This report gathers an analysis of economic and social factors that we believe suit BurgetLite Inc. into the Japanese market. Moreover, important information about the actual marketing plan, guidelines and strategies are also detail explained...
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... Castillo Course Name: MAR 1011. Principles of Marketing Instructor: Osvaldo J. Sanchez Describe the two philosophies regarding what principle should guide companies and marketing managers on issues of ethics and social responsibility. To describe the two philosophies regarding what principles should guide companies and their marketing managers and issues of ethics and social responsibility is to first understand what is ethics in business and socially responsible marketing. One philosophy believes that the free market and the legal system should decide such issues of ethics in social responsibility. The American Marketing Association has created a statement of ethics that governs marketer’s actions. The introduction to the statement basically as a whole state that the values represent a collection of ideas of desirable and morally correct conduct. These values that are outlined in said document are to be utilized as the standard by which individuals should measure their own actions and those of other included marketers and representatives. These values are to assist in the best practices when transacting business with the public and all parties involved. There are six ethical values the marketers expected to uphold: 1. Honesty- This means being upfront and forthright in dealings with the public and offering value and integrity. 2. Responsibility- This means, willing to accept the consequences of the marketing practices and serving the needs of every type of...
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...Module: Marketing Management Unit: Marketing Planning Lesson: Marketing Orientation © 2012 Resource Development International Ltd. All rights reserved. Resource Development International Limited reserves all rights of copyright and all other intellectual property rights in these learning materials. No part of any learning materials may be reproduced, stored in a retrieval system or transmitted in any form or by any means, including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Resource Development International Limited. Marketing Orientation Marketing Orientation Today, to be effective in marketing, an organisation has to be marketing oriented. It needs to adopt a marketing based business philosophy in all its functions. Let us commence by looking at some basic concepts relating to marketing and marketing orientation. http://www.youtube.com/watch?v =sbEnRGJr2jY A market consists of buyers and sellers - trading in products/services. The price is normally set by the supply of or the demand for, the product. The market for any business consists of its actual and potential customers. This market may be local (e.g. a street market), national (e.g. the mass market) or international. Markets may be classified as: Consumer markets (B2C) http://www.cimmarketingexpert. co.uk/buyerbehaviour Business markets (B2B) http://www.cimmarketingexpert. co.uk/buyerbehaviourB2B To supply goods and services in a competitive environment...
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...environment to effectively adapt business strategy in carving out a niche that addresses customer perceived value while allowing the firm to remain relevant, especially in a highly competitive industry such as the fast food. Even without knowing all of the statistical facts involved with this case, once can safely assume that the marketing strategy employed here is an effective one, perhaps one not being offered by rival restaurants. Quinn’s ability to identify a target market with seniors, from what one could perceive as a careful assessment of the market that her McDonalds operates in, and her ability to create a marketing mix such as the $1.99 menu offering and the free coffee perks is certainly an effective differentiation strategy; one which customers have responded to positively as evidenced by the influx of the large crowd that consistently visited the restaurant. Now whether this is good image issue for McDonald’s depends largely on the company stated objectives. According to the article, a key part of McDonald’s philosophy is what we see playing out at Quinn’s restaurant, so if this is the case, then Quinn’s actions seem to align with key parts of the company philosophies. One can argue that she certainly has achieved some success in adapting those philosophies and combining them with elements of the marketing mix to help fulfill the overall firm objectives and perhaps impacting the firm’s bottom line. In practice, the marketing mix in this example is conveyed by the...
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...local » T. Levitt 1) What is the primary basis for Coke’s past international marketing success? Is it only advertising? The Coca Cola Company expanded slowly abroad in the early 1920’s. Coca Cola presented the beverage with different logos which are culturally symbolic. However the true growth of Coca Cola beverages in the world had been possible during the World War II. Coca Cola Company delivered beverages to the US soldier in Europe and Asia. Marketing: understanding the market Marketing philosophy: A good understanding of customer needs and providing a good offer. Coca Cola: in America is a ritual, you open the fridge and drink a coca cola. Abroad, drink coca cola is to live the American dream. Many will say that it is the level of advertising. But the better answer may be the consistent and effective, locally oriented global marketing, aimed carefully at targeted markets around the globe. Coke and other brands have become leaders in their product categories by understanding consumer motivations and desires and by creating relevant and favorable image associations. Image association: Pavlov theory Cowboy Marlboro Coke Soft drinks Cigarette Pleasant There is nothing fly-by-night in such activities. 2) Given the growing political and economic uncertainty, what changes can Coke make to its global marketing strategy? During the 1990’s, the marketing strategy of Coca Cola Company was described by the phrase “think global, act local”. Coca...
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...Running Head: MARKETING 101: ALL THE SINGLE LADIES Marketing 101: All the Single Ladies Abstract A quick glance into a grocery store, shopping mall or discount store will provide insight into the primary buyers of food, clothing, household and beauty products: women. Many of these women are married and some do not work outside the home but many recent studies suggest that at least half of these buyers are single women of various economic backgrounds who work outside of the home and may include single women who are financially independent and retired. This newer demographic presents an opportunity for businesses to reconsider their marketing targets and strategies and presents a major opportunity for the new business owner to tap into this market by designing a market-appropriate advertising plan. The utilization of such marketing tools may ensure a successful long-term venture. Grocery stores are often be dominated by female customers. Women are generally considered to be the primary purchasers of personal and family clothing and gifts. Discount stores are popular with women due to the availability of lower priced cosmetics and beauty products. Advertisements for groceries, clothing, household products, cosmetics and cooking are on television, in magazines and can be found on most social networking websites. But, what other products do women purchase? Specifically, what products may be appealing to single and/or retired women and how should these products be...
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...MARKET ORIENTATION – ESSENTIAL FOUNDATION FOR A STRONG MARKETING STRATEGY Electricity Company of Ghana is a limited liability Company wholly owned by the Government of Ghana and operating under the Ministry of Energy (ME). The Company was incorporated under the Companies Code, 1963 in February 1997. It began as the Electricity Department on 1st April 1947 and later became the Electricity Division in 1962. It was subsequently converted into the Electricity Corporation of Ghana by NLC Decree 125 in 1967. Until July 1987, the responsibility for distributing and supplying power in the country rested on ECG. The Government created the Northern Electricity Department (NED) as a subsidiary of Volta River Authority (VRA) in 1987 which took over from ECG the responsibility for the running and development of electric power systems in Brong Ahafo, Northern, Upper East and Upper West Regions. The Company is responsible for the distribution of electricity in the southern part of Ghana namely, Ashanti, Central, Eastern, Greater Accra, Volta and Western Regions. Electricity Company of Ghana is among some of the major utility providers in Ghana. They’re the major supplier and distributor of electrical power in most households, institutions and firms in Ghana. Apple Computers, Starbucks Coffee, Virgin Group, L’Oreal, Nike, Singapore Airlines, Banyan Tree and Samsung are among some of the most successful brands in the world. Much has been written about the power of their brands...
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