...Jordan Ashley Mascia Professor Raschilla Marketing Management 15 November 2015 Abercrombie & Fitch’s long talked about Marketing Problem Abercrombie & Fitch is a retail store that has been around for a very long time. The store and its brand is one that has always appealed to a younger crowd. For many years, their brand was extremely popular, and their sales were outstanding. However, within the last few years the company’s sales have dropped drastically. There are a few major reasons as to why their sales have continually been dropping. If these problems are not fixed, Abercrombie & Fitch is expected to be no more. Abercrombie & Fitch is well known for their sex appeal. Their store walls are decorated with photographs of good-looking, naked, young people. With that, many of their stores have half naked models who welcome people in at the front of the store. This sex appeal has been a topic of discussion in the media for quite some time. The majority of people see this as a huge marketing problem. The marketing goal of the company, as said by former CEO Mike Jeffries, is “We want to market to cool, good-looking people. We don’t market to anyone other than that.” This statement was one that made the public extremely uncomfortable. Their photographs have caused young people to be attracted to this sex appeal long before they should be. The media, concerned parents, and many others have attacked the company for this. Many people believe that Abercrombie...
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...The central problem I believe Red Bull is facing is the fact that it reached its maturity phase while many competitors have arisen, taking up some of its market share. Red Bull must act in order to avoid finding itself in decline due to the saturation of the market. What can it do to increase sales and retain its market share? The critical factors to be considered to formulate sound alternative solutions are: • Brand image and reputation. Red Bull has built a brand reputation it cannot overlook: an anti-brand with mystique. In fact, the “edgy” appeal bearing an “aura of danger” is what helped attract customers and build a solid market base. • Marketing and advertising. Red Bull’s marketing and advertising campaigns were not traditional, using television, print, radio, or billboard ads. In fact, the company associated itself with energy, danger, and youth culture. It relied on a word-of-mouth strategy and sponsored extreme sports events and youth cultural events. This strategy was successful. • Market segmentation. Red Bull has segmented the population and chose to tailor its marketing campaign on the trendsetters, the edgy younger adults, and the dangerous minded living-on-the-edge youth. • Competitors. Red Bull’s tremendous success has attracted companies and induced the production of rival products. Red Bull has a range of direct competitors selling energy drinks (e.g. Carlsberg’s Battery) that often copied Red Bull’s packaging and / or marketing techniques and brand imaging...
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...Classic Airlines Marketing Problem MKT 571 February 06, 2012 Warren Rosendhal Table of Contents Introduction…………………………………………………………………………….………...3 Market Needs 4 Market Growth 5 SWOT Analysis & Competition……………………………………………………….……….6 Product Offering and Definition……………………………………………………….…….…7 Product Identification…………………………………………………………………….……..8 Justification for choice of product…………………………………………………………..….9 Conclusion……………………………………………………………………………….……10 Reference……………………………………………………………………………..………11 Introduction Classic Airlines is the fifth largest airline in the world which command a fleet of over 375 jets that serve 240 cities with over 2,300 daily flights. Classic Airlines has grown over the years employing 32,000 in the last year and earning $10 million on $8.7 billion in sales. In the other hand some of the challenges that Classic Airlines is facing is a decline in stock prices, 10% decrease in prices since the previous year. Classic Airlines along with other airlines have been under inspections, negative media from Walls Street has also been a factor in employees’ morale (University of Phoenix, 2011). A decline in Classic Reward program has also affected consumer, rising cost of fuel and labor has also impact Classic Airlines ability to compete with other airlines frequent flier programs. These are some factors currently affecting Classic Airlines ability to compete with new and emerging carriers. Classic Airline will need to develop...
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...Classic Airline’s Marketing Problem Resolution Classic Airline’s Marketing Problem Resolution Classic Airline’s has been one of the top five airlines for over the last 25 years. They have had many loyal fliers over the years until recently. Many of their loyal fliers who remained a part of their Classic Rewards program aren’t even always choosing Classic Airlines as their means of air travel. They have come to the conclusion that their current Customer Relations Management system (CRM); the Classic Rewards program; isn’t working to the point that it isn’t keeping current customers or attracting new ones. Classic Airlines must find a way to reestablish their Classic Rewards program so that it will beneficial towards keeping them one of the leading airlines. Through intensive market research and a commitment towards understanding what their customers want by analyzing customer feedback; Classic Airlines will improve their customer loyalty and raise customer value. In order to reestablish Classic Airlines Classic Rewards program as a great marketing tool for the company, they will need to commit to a nine-step problem solving model. A nine-step problem solving model is a structured process in which each step is designed to lead to a predetermined set of results or to find the reason a process is failing. Classic Airlines will use the problem solving model to help them turnaround their Classic Rewards program by identifying the failures of the current system and offering alternatives...
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...The Marketing of Fast Food and the Rise in Health Problems As we know, globalization of fast-food and processed food corporations have become somewhat of a problem for various reasons. While many countries have the same choices Americans have, it is easy to see that over advertising of fast and processed foods causes Americans to be lazy in food preparation, which causes health problems, which is why large food corporations should limit their advertising. This chain of events is all too familiar in modern American culture, but not necessarily exclusive. Through research, it has been found that Americans are more susceptible to marketing and advertising of this type of food than most countries. Many ask, “Why?” While there is no precise answer everyone can agree on, we can point out 3 defining factors as to why Americans are more likely to purchase fast food rather than having a home-cooked meal. Compared to the rest of the world, Americans consume more fast food than even China which has almost as many fast-food restaurants as America does. The fad of fast-food can be explained as something that has gained momentum over the years of economic downfall, apathy towards health, and a collective divide on what we has humans should eat to stay healthy and live longer. Advertising is at an all-time high for not only fast-food corporations, but for processed-food companies such as Kraft or General Mills. The “evil genius” mentality behind their marketing is in that their target markets...
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...rnlr vul. 46. 2006/1. pp. 85-107 William P. Wan/Amy J. Hillman mir Mo_", International Review © Gabler Verlag 2006 One of These Things is not Like the Others: What Contributes to Dissimilarity among MNE Subsidiaries' Political Strategy? Abstract • We study why multinational enterprise (MNE) subsidiaries adopt dissimilar politic'll strategies. and seek to advance the understanding of international political strategy from an MNE parent-subsidiary perspective. • Drawing on the MNE parent-subsidiary literature. we contend factors at the subsidiary. corporate. and host country levels contribute to subsidiary political strategy dissimilarity. We test our hypotheses with a sample of U.S. MNE subsidiaries within Western Europe. Key Results • The results demonstrate that dissimilarity in MNE subsidiary political strategy is attributed to a combination of subsidiary. corponlte. and host country factors. Authors William P. Wan. Associate Professor of Management. Departillent of Global Business. Thunderbird. The Garvin School of lmernalional Managcment, Glcndale. Arizona. USA. Amy J. Hillman. Associate Professor and Dean's Council of 100 Scholar. Departmcnt of ManagemCIlt. W.P. Carey School of Busilless. Arizona State University. Tempe. Arizona. USA. Manuscript receivcd July 2004. final rcvision rcceived Septcmber 2005. mlr vol. 46. 200611 85 William P. Wan/Amy J. Hillman Introduction Multinational enterprises (MNEs). defined as those corporations that "engage...
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...“Social media has become the marketing tool for the 21st century and companies should exploit it fully if they are to survive.” Is social media really the solution to all marketing problems? Discuss. “Social media’, also referred to as consumer-generated media, is web-based software and services that contain anything which can be displayed electronically, allowing users from different parts of the world to exchange, discuss, communicate and participate in any form of social interaction online (Ryan and Jones, 2012). Marketing is also developing as a conversation more than other forms. Using social media as a marketing strategy is easy and convenient. In addition, it is a powerful tool and more effective than a traditional ones, so it has been generally considered that social media is the key to solving all marketing problems. However, that is not the case; there is some disutility related to social media use in marketing. The essay will discuss both the positive and negative impact of social media on marketing. Using social media in marketing can benefit companies a lot. Ryan and Jones (2012) state that it is good for companies to join the conversation in social media marketing because customers are getting together and discussing about everything relevant to them already whether they are involved or not. in other word, social media is irresistible in marketing. Companies can easily gain information about what customers think and are interested in through social media...
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...Below is an essay on "Pampanga Cement" from Anti Essays, your source for research papers, essays, and term paper examples. Polytechnic University of the Philippines Sta.Mesa, Manila City College of Business Administration Department of Marketing Management Case 1: Pampanga Cement Corporation Leader: Alibin, Herick Louis Members: Abrea, Krizel Jean Arcilla, Carl Angelo Bautista, Jose L. Jr. Cabalang, Renz Loi Submitted To: Prof. Paul Garcia Marketing Management BSBA-MM 4-1S DEFINE THE PROBLEM: Main Problem: Financial Problem * In our own understanding, we believe that the Pampanga Cement Corporation’s main difficulty is their current financial position. We came out of this idea because according to their case, almost all of their problems could be solved if they have substantial amount of cash, savings, or capital on-hand. And we believe that if this main problem is answered, the management would have a better working environment compared to their current problematic atmosphere. Sub-Problems: * Energy Crisis – the government is pushing cement corporations to change from using bunker fuel to coal which will require Pampanga Cement Corporation to upgrade/change their equipment for production, the conflict here is that they doesn’t have the needed amount of money or credit to avail this system upgrade for the current period due to some financial difficulties the company is facing. * Labor Union – Workers want to have a 10% increase to their wages but unfortunately...
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...COMM 301 Week 1 Assignment Defining the Purpose and the Problem When Writing Proposals Paper (UOP) For more course tutorials visit www.tutorialrank.com Identify the purpose and the problems that are the basis for the request for proposal (RFP). Write a 700- to 1,050-word RFP on your own, once you have identified the purpose and the problems. You may use a problem or scenario from your own work environment or a fictional scenario to write your RFP. Format your paper consistent with APA guidelines. ---------------------------------------------------------- COMM 301 Week 1 DQs (UOP) For more course tutorials visit www.tutorialrank.com What are a few of the benefits to writing a current situation into a proposal? What are some of the possible underlying problems and opportunities to the standard proposal? How do useful strategies of proposal development help reveal possible opportunities within a proposal? ---------------------------------------------------------- COMM 301 Week 2 Assignment Design and Budget Elements of Proposal Paper ONLY (UOP) For more course tutorials visit www.tutorialrank.com Choose a proposal type. Prepare a 1,050- to 1,750-word paper selecting one of the following elements in budget proposals: Itemized budget Non-itemized budget Fixed budget Flexible budget Compare and contrast the four principles of design and discuss which principle would be most applicable for your proposal style and budget element. ---------------------------------------------------------- ...
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...MBA in May 2008 from a business school in Chicago. After her first year of MBA program, she had the opportunity to do an internship at the Deep Dive Pizza located in Chicago as an assistant to the director of Promotions. She was doing so well in her responsibilities that the CEO himself was interested of having her in the company. He even proposed her to lead a new and special project in the marketing department. Later on, she got another job offer in a different and bigger company, the Potomac Waters. From that time, her main challenge was to choose between these tow companies. Both have their advantages and inconveniences, which we will be talking about more in detail later in our study. Finally, she decided to work for Potomac Waters as the assistant product manager. However, as she stated working, things aren’t going as she expected, and problems got bigger and bigger as time passed by. After few months working there, she started doubting about her decision of working there. Did she take the right decision? This study will help us answer this question throughout the study. The problem started from the beginning when she was still making the decision of choosing either to work for Deep Dive Pizza, where she had her internship or at Potomac Waters, a way bigger company with more potential in the market. Before she decided to work for Potomac Waters, she went to get information from the company, by visiting the industry itself and meeting the employees from different departments...
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...Analysis of the case Lisa Benton As this case portrays the problems faced by Lisa Benton in her company Houseworld it somehow also accented on certain characteristics of human behavior like possessiveness, fear of losing position, future concerns regarding progression & obstacles associated with that progression. Lisa Benton was frustrated and dissatisfied about her job in Houseworld where she started by a lack of responsibility, and poor relationships with her boss, Linton, a colleague Scoville and recently with the reveal of her negative performance review. Since she is not accepted by her team she felt that while having not enough responsibility and room for her execution she didn’t prosper in this company. She also not went through the marketing training which most attracted her to this company at the beginning. Benton was concern of her career in Houseworld and was thinking of calling her former supervisor Kingston, of Right-Away Stores, whom she had previously turned down an appealing offer. There are three major relationships, with Linton, Scoville and Vernon, that shaped up Benton’s current circumstances. If Benton had deal with them with different ways, it may lead to some different result. Because of policy of the Home Care Division, the recruiting practice emphasized recruiting MBAs from top-notch schools for entry-level marketing positions. This decision makes it difficult for Linton, also Scoville to be promoted as they thought that they were not having...
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...Adapted from Bernhardt & Kinnear (1988). Cases in marketing management, pp. 6-16. Plano, TX: Business Publications, Inc. Pay careful attention to the following points. They are often used by instructors to evaluate either a written or oral analysis. 1. Be complete. Each area of the situation analysis must be discussed, problems and opportunities identified, alternative presented and evaluated using the situation analysis and relevant financial analysis, and a decision must be made. An analysis that omits part of the situation analysis or only recognizes one alternative is not a good analysis. Second, each area must be covered in-depth and within insight. 2. Avoid rehashing case facts. Every case has a lot of factual information. A good analysis uses facts that are relevant to the situation at hand to make summary points of analysis. A poor analysis just restates or rehashes theses facts without making relevant summary comments. 3. Make reasonable assumptions. Every case is incomplete in terms of some piece of information that you would like to have. A good case analysis must make realistic assumptions to fill in the gaps of information in the case. For example, the case may not describe the purchase decision process for the product of interest. A poor analysis would either omit mentioning this or just state that no information is available. A good analysis would attempt to present this purchase decision process by classifying the product and drawing upon real life...
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...1. Calculate the following: a. Contribution per CD unit b. Break-even volume in CD units and dollars c. Net profit if 1 million CDs are sold d. Necessary CD unit volume to achieve a $200,000 profit A. Retail price per unit -Variable cost per unit Retail = $ 9.00 Variable cost per unit = $1.25 CD package + Royalties 0.35 + 1.00= $2.60 9.00-2.60= $6.40 Contribution per CD unit= $6.40 B. Break-even point in units = total fixed costs / contribution per unit Total fixed cost = 275,000 advertising + 250,000 overhead = 525,000 Contribution margin = $6.40 525,000 / 6.40 = 82,032 Units Break-even point in units = 82,032 Units Break-even point in dollars = breakeven point in units x sales price per unit Break even Units = 82,032 Sale price per unit = $9 82,032 x $9 = $738,288. Break-even point in dollars = $738,288 C. Total contribution margin – fixed costs Total contribution = 1,000,000 x $6.40 contribution per unit = $6,400,000 Total fixed cost = 275,000 advertising + 250,000 overhead = $525,000 $6,400,000 - $525,000 = $5,875,000 Net profit if 1 million CD's are sold = $5,875,000 D. Profit desired/ contribution margin Profit desired = $200,000 Contribution Margin = $6.40 $200,000/$6.40 = 31,250 units =82,032 + 31,250 = 113,282 CDs Necessary CD unit volume to achieve a $200,000 profit = 113,282 units 2. ` A. price $20 * retail ($8) = selling price $12 Varible cost...
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...an organization is thinking of implementing a New It Initiative they must ensure that they are well organized and fully understand the length and time a project may take. According to Cook “ Project failure occurs when a project is significantly over budget, takes must longer than estimated timeline, or has to be terminated because of so many problems have occurred that proceeding is no longer judged to be viable.” With Memorial Health System failed implementation of a CPOE system they had many problems including an over budgeted project, Lack of belief in project, Insufficient leadership support, Failure to respect uncertainty, Failure to anticipate short-term disruptions, and initiative undernourishment. In this paper we will discuss all six of these problems along with give possible solutions to each of them. Failure to respect uncertainty: When the system was finally implemented it was had a lot of bugs in the system. They implemented the system at all of facilities. Because of this as well as a few other issues such as lack of training the system was taken offline and they continued with the old system. The solution to this problem would have been to implement the system in one location instead of the entire hospital. This place can be used as the test facility in which you can do two things. One you can work all the bugs out and the other would be to use it as a training facility where you can send employees to get training on a system that is up and running. This will...
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