...MARKETING PLAN Senior Care Plus Final Draft Marketing Management Keller Graduate School of Management Contents 1.0 Executive Summary 3 2.0. Situation Analysis Overview 4 2.1. Market Summary 4 2.2. SWOT Analysis 8 2.2.1. Strengths: 8 2.2.2. Weaknesses: 8 2.2.3. Opportunities: 9 2.2.4. Threats: 9 2.3. Competition 9 2.4. Product Offering 10 2.5. Keys to Success 10 2.6. Critical Issues 10 3.0. Marketing Strategy Overview 11 3.1. Mission Statement 11 3.2. Marketing Objectives 12 3.2.1. Brand Identity 12 3.2.2. Value Proposition 13 3.2.3. Estimated Unit Sales 14 3.3. Financial Objectives 15 3.4. Target Markets 15 3.5 Positioning 17 3.6 Pricing Strategies 18 3.7. Marketing Attack Strategy 19 3.7.1 Advertising 20 3.7.2 Public Relations 21 3.7.3 Internet 21 3.7.4 Sales Promotion 22 3.8. Marketing Research 24 4.0 Controls Overview 24 4.1. Progress Milestones 25 4.2 Marketing Organization 26 4.3 Contingency Planning 26 4.4 Conclusion 27 References 29 1.0 Executive Summary The aging population of America is, no doubt, booming. Thus, a good number of businesses have been organized that cater to this sector of society. One of these are those retail stores that serve the needs of the senior population. Senior Care Plus (SCP) was conceptualized to specialize on the sales and service of specialized lifts, mobility aids, bed and bath safety products, medical alert systems...
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...| 2014 | | | [ Marketing Principles] | | Contents Introduction 2 LO 1: Understanding the concept and process of marketing 2 AC 1.1: Explain the various elements of marketing 2 AC 1.2: Evaluating the approach of Amazon towards marketing 3 LO 2: Using the concepts of segmentation, targeting and positioning 4 AC 2.1: Product opportunities in changing family structure providing consumer companies 4 AC 2.2: Identifying appropriate market segmentation 5 AC 2.3: Appropriate targeting strategy for product launching 5 AC 2.4: Buying behavior of customer depending on product. 6 AC 2.5: Amazon Fire product’s position in target market. 7 LO 3: Understand the individual elements of the extended marketing mix 8 AC 3.1: Product development to sustain competitive advantage. 8 AC 3.2 Distribution arrangement providing customer convenience 9 AC 3.3: How prices are set to reflect the organization’s objectives and market condition 9 AC 3.4: Illustrating how promotional activity is integrated to achieve marketing objective 10 AC 3.5: Analyzing the additional elements of the extended marketing mix 10 LO 4: Using marketing mix in different context 11 AC 4.1: Using the 7 P’s, create a table to demonstrate the similarities and differences of the marketing mix at Amazon and Argos 11 AC 4.2: Illustrating differences in marketing products and services to businesses rather than consumers 12 AC 4.3: Argos learning from Amazon’s experience as an international...
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...[pic] MMI Product Placement, Inc. Marketing Plan Marketing Plan Executive Summary MMI Product Placement Inc. (MMI), with over 20 years of experience is a forerunner of product placement in Canada. MMI has tasked themselves with selecting the best placements for their clients, negotiating contracts for the brands and offering value by providing exposure at an extremely attractive cost per thousand viewers. MMI is currently working to attract the business of Greyhound Canada, who requires cost-effective marketing champagnes in order to effectively communicate their message. There are three significant issues that must be addressed: 1. MMI must develop a promotional vehicle to achieve the best exposure for its potential client, Greyhound Canada. 2. MMI must convince Greyhound Canada that there are positive benefits to product placement, so that a contract between the two parties can be signed. 3. MMI must prove the results of how using product placement can increase product exposure and awareness. With the growth of product placement in the film and television industry MMI has a greater chance of succeeding. That is proactive product placement is becoming more popular. In order to satisfy Greyhound Canada the following five alternatives were presented: 1. Promote the Greyhound brand within the reality-based TV Serial “Making the Cut”. 2. Promote the Greyhound brand within an established TV show such as Corner Gas. 3...
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...Action Research in Organization SEM 2011/2012 MRC 1033 ACTION RESEARCH IN ORGANIZATION (LECTURER: DR. MUSLIM AMIN) Name : | Lim See Yeong (Sean) | Matrix Number: | MR 101106 | Title of Assignment: | THE FACTORS THAT INFLUENCING INTERNET CONSUMER BUYING AND USING DECISION PROCESS | Instructor : | DR. Muslim Amin | Submission Date: | 8 Dec 2011 | Contents 1. Introduction 3 Problem Statement 3 Objective 3 Research Questions 4 Background 4 2. Literature Review 5 3. Research Model and Hypotheses 8 4. Methodology. 9 5. Data Analysis 11 Satisfaction Reliability 11 Trust Reliability Test 12 Reputation Reliability Test 15 Usefulness Reliability Test 18 Usability Reliability Test 20 Satisfaction Factors Test 25 Trust Factors Test 26 Reputation Factors Test 28 Usefulness Factors Test 29 Usability Factors Test 30 6. Scope and Limitations 33 References 34 Questionnaire 37 1. Introduction What is Internet? Internet is a worldwide interconnected networks which billions of worldwide users sharing information through Internet. The Internet has made huge impact on culture and commerce. Ten years ago we were in the era of the dot-com boom (and bust), the Web was strictly 1.0, and Google was just a baby. Since 2000, Internet has grown significantly, and nowadays human cannot live without it. It is so so so so important to us. According to http://www.internetworldstats.com, Internet penetration rate is estimated 30.2%...
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...CHAPTER 1 INTRODUCTION 1.0 Overview In recent years, researchers have identified that the offshore outsourcing of services is starting to become a thriving business area, serves as a tool for maintaining and increasing the competitiveness and also an important asset of international growth strategies of many service firms. Bryborn & Jantell (2005) states that every now and then there is a boom of interest in cutting operating costs and every time there is a different ways of how it is done. In the 1990’s, the trends used to cut costs were re-engineering of business processes. However, in the early 2000’s, after the economical downturn, there was a similar trend to reorganize business processes and the trend was called offshore outsourcing. The major driving force for offshore outsourcing are customers who wants more of everything for less money. In MIDAS Bulletin Oct-Dec 2004 publication mentioned that, “ Malaysia is among the top three contenders for offshoring business in the world according to the 2004 Offshore Location Attractiveness Index compiled by the global management consulting firm A.T. Kearney, sources were quoted. Malaysia is ranked 3rd behind India (1st) and China (2nd) but ahead of Singapore (5th), Philippines (6th) and Thailand (13th). In its report, A.T. Kearney considers Malaysia a “ natural choice” for offshore services in view of its low costs, particularly for infrastructure, the most attractive business environment among emerging...
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...Whole Foods Market Industry Whole Foods Market Industry Originally, Whole Foods Market (WFM) was founded in Austin, Texas, by twenty-five year old college dropout John Mackey and twenty-one year old Rene Lawson Hardy in 1980 with a staff of 19 people. It was born with the idea to provide a grocery store featuring good, wholesome food; not a "health food" store filled with pills and potions. As soon as the store opened, it was an immediate success and there were less than half a dozen natural food supermarkets in the United States. Sales doubled each year for the first four years. From 1980 to present day, the company has grown primarily through various mergers and acquisitions, which have included their signature brand coffee Allegro and Wild Oats Markets. Currently, Whole Foods Market has 408 stores, including 9 stores in the U.K. and 10 in Canada. (Whole Foods Market, 2015) WFM’s mission statement is “Whole Foods – Whole People – Whole Planet.” Strengths Whole Foods Market (Whole Foods) owns and operates a chain of natural and organic foods supermarkets through several wholly-owned subsidiaries. The company’s supermarkets are located in the US, Canada, and the UK. It employs about 87,000 people. In 1984, Whole Foods Market began its expansion out of Austin. While continuing to open new stores from the ground up, they fueled rapid growth by acquiring other natural foods chains throughout the 90’s: Wellspring Grocery of North Carolina, Bread & Circus of Massachusetts...
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...Table of Contents S. No. Topic Page Number App no of pages ( not to be included in report) 1 Corporate Internship Objectives 6 2 Corporate Internship- Abstract 7 3 Internship Organisation’s Profile vis-à-vis its competitors 8-28 4 Industry Analysis 29-46 5 Financial Statement Analysis 47-60 6 Detailed study on the Marketing, Operations and Finance & HR functions OR Details of the specific field based project assigned during the internship 61-75 7 Project - Conclusion & Recommendations 76 8 My Take Away – Key Learning’s 77 9 Annexure & References 78 Jaypee Business School Objectives of the Corporate Internship The purpose of Corporate Internship for a minimum time of 8 weeks is to connect theory and practice, obtain knowledge & awareness of the functioning of various departments of the corporate and its environment which is utmost necessary for the success of the budding managers. The basic objectives of the summer internship programme for the MBA students are: 1. To understand the business and competitive environment of ING Vysya Bank. 2. To analyze and understand the financial position of ING Vysya Bank viz – a – viz competitors. 3. To study the Business Banking Department of ING Vysya Bank and its practices. 4. To facilitate in testing what I have learnt in the foundation courses in the first year. 5. To get a feel of corporate life and its functioning & understand various interaction styles. ...
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...“What’s the difference?” shrug. Perhaps it’s time you laid it on him. People You Can Impress: “Impressed” probably doesn’t accurately reflect the aforementioned waiter’s likely response. The Quick Trick: If you drink them side by side, Pepsi is the sweeter of the two (which is why people tend to prefer Pepsi in the Pepsi Challenge). The Explanation: Although the fantastic ad campaigns run by both companies would have you think otherwise, the soft drinks’ similarities are pretty striking. For starters, Pepsi and Coke were both the brainchildren of Southern pharmacists. Coca-Cola was invented by Atlantan Dr. John Pemberton in 1886. And yes, there was originally a concentration of cocaine in the soda, but it was reduced to a tiny amount (1/400th of a grain per ounce) by 1902 and removed altogether by 1930. Th e Coca-Cola Company changed hands a few times, and after Prohibition Coca-Cola was sold to the Woodruff family for $25 million. Pepsi, on the other hand, was born a few years after Coke. In 1893, pharmacist Caleb Bradham began experimenting withvarious drink mixtures in New Bern, N.C. His 1898 concoction, then known by the creative name “Brad’s Drink,” became an overnight success, and “Doc” Bradham began selling his “Exhilarating, Invigorating, Digestion Aiding” syrup by the gallon (7,968 of them for soda fountains in his first year). In the 1940s, Pepsi, as the drink came to be known, adopted a red, white, and blue logo to support America’s war effort (or to profit from...
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...tasks and processes. In the beginning most of these applications were games. Business later joined the mobile revolution and developed their own business based applications to run on these mobile devices. Many mobile business applications can now streamline business processes, reduce operational processing times and provide better customer service. The mobile revolution has forced many industries to reengineer their business processes to accommodate the many mobile devices. In order for a business to remain competitive within their particular industry they must engage the mobile platform. In fact today, the customers demand and expect that these applications be available for their use. For this final term paper I have been asked to: (1) Assess the effectiveness and efficiency of mobile-based applications especially those which utilize GPS to capture information vice a desktop PC. (2) Evaluate the benefits afforded to the customer from mobile applications. (3) Examine the challenges of developers to design mobile applications to meet the various mobile devices specifications especially their many screen formats. (4) Describe methodologies to use to select the mobile platform to support your applications. (5) Mobile-devices require high availability, discuss ways of supporting this demand availability (6) Mobile device are very vulnerable to hackers and other security threats, suggest methods to mitigate these risks and, (7) Use at least three quality resources excluding Wikipedia...
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...Course Lecturers: Sougand Golesorkhi (B10) Kwok Tong Soo (B47a) Tutors: Alina Petrescu Jasleen Sindhu Tatiana Boroditskaya Zoe Whang Tel: + 44 (0) 1524594418 (Soo) Email: s.golesorkhi@lancaster.ac.uk k.soo@lancaster.ac.uk Please note that the Departmental Office is open every weekday, 9-11am & 2-4pm. You should consult the Part 1 notice board at regular intervals throughout the term. This is located outside B34 in the Management School. Students should note that the principal method of communicating administrative matters will be via Lancaster e-mail accounts. Also note that there is a Part 1 Economics discussion space (for 101 and 102 students taking the International Business option) that students and staff can access via the following URL: http://domino.lancs.ac.uk/econ/intbus.nsf. If you have queries regarding your Economics studies you can attend one of the drop in sessions in which a member of staff is available to help you with any aspect of the course with which you are struggling. Details of the times and locations of the drop in sessions will be posted on the Part 1 notice board. Course Aims: The aims of the course are to: • introduce students to a variety of international business issues, including international trade, international investment, international labour flows, and the market for foreign exchange. • provide students with an understanding of the relevant theory and concepts on these issues. • train...
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...Contents The Company 2 Problem Identification 2 Question and Goals Evaluation of the Environment 3 The Social-Cultural Environment 3 The Competitive Environment 4 Physical Environment 5 Survey Results 7 Strategies 7 Stage 1: Awareness through buzz marketing Phone Application Social Networking Website and Blog Online Fashion Contest Street Teams (Affect) 7 Product Placement (Affect) 17 Stage 2: Influencing the Customer’s Behavior(Conation) Error! Bookmark not defined. Structuring of the Physical Environment 13 Service 14 Incentives (Flyer/Coupon) (Conation) 12 Recyclable Bags (Cognition) 15 Stage 3: Conclusion 17 Appendix A 18 Appendix B 23 Appendix C 27 Bibliography 28 The Company A small specialized local retail store has been selling clothes to women aged 18-25 for many years. It sells local designer fashions at reasonable prices. It is located in the heart of downtown near many universities where rent is high although business is slowing down. The company has been around for many years and yet their brand name is practically unknown to the public. Their clientele is mainly due to the high traffic in the area but is not regular and loyal. The store owners evaluate their regular clientele to be approximately 30% of their total sales. The company has the advantage of having unique styles and a medium sized boutique on the busy street of St-Catherine’s...
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...mobile sub-set of electronic commerce. This paper describes the main types of mobile commerce applications available to Canadian consumers. Consumer protection issues and a number of policy initiatives are also discussed, in light of experiences of earlyadopting countries. Monitoring the consumer issues raised by mobile commerce will assuredly be required as technological developments and consumer uptake further evolve. Mobile Commerce: Winter 2010 The Consumer Trends Update is published by the Office of Consumer Affairs, Industry Canada. It provides brief reports on research or policy developments related to themes explored in the 2005 Consumer Trends Report, which is available at: www.consumer.ic.gc.ca/trends. The recent boom in mobile devices, in terms of both the scope and nature of usage, is heightening the potential for mobile commerce. A majority of Canadians today have access to a mobile phone 1; in fact, some have access to more than one, and a growing number even rely exclusively on wireless The pace of technological adoption: telephony. 2 Recent models integrate voice the U.S. payments example communications with various non-voice functions, such as reading e-mail, viewing It took: videos, accessing the Internet, and using geo• 28 years to reach 100 million maglocation data. The emergence and quick takestripe credit card accounts. up of these models underscores “the • 12 years to reach 100 million debit accounts. remarkable transformation the cellphone has • 7...
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...STAFFING MANAGEMENT INSTRUCTOR’S MANUAL Four Recruitment and Retention Case Scenarios By Marcia R. Gibson, Ed.D. Project team Author: SHRM Project contributors: External contributor: Editor: Design: Marcia R. Gibson, Ed.D. Nancy A. Woolever, SPHR Sharon H. Leonard Courtney J. Cornelius, copy editor Kellyn Lombardi, graphic designer © 2008 Society for Human Resource Management. Marcia R. Gibson, Ed.D. Note to Hr faculty and instructors: SHRM cases and modules are intended for use in HR classrooms at universities. Teaching notes are included with each. While our current intent is to make the materials available without charge, we reserve the right to impose charges should we deem it necessary to support the program. However, currently, these resources are available free of charge to all. Please duplicate only the number of copies needed, one for each student in the class. For more information, please contact: SHRM Academic Initiatives 1800 Duke Street, Alexandria, VA 22314, USA Phone: (800) 283-7476 Fax: (703) 535-6432 Web: www.shrm.org/hreducation 08-0873-IM Introduction These recruitment and retention case scenarios are designed to be presented sequentially, since each scenario builds upon the previous one. They are intended for undergraduate college students. LearNING oBjectIVeS Students will learn to: Determine recruitment needs. Identify recruitment policies and guidelines. Determine a recruitment strategy. Develop a communication plan to implement...
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...CHAPTER 1 INTRODUCTION 1.1 Background of the study With diminishing finances, it is rarely possible for a library or information center to have enough resources to fulfill the needs of its clients. What is being delivered is only a portion of what their clients actually need (Ramos & Mohd Ali, 2005). Collaboration is widely recognized as the best way for libraries to cope with the ever increasing challenges: volume of information resources; nature and quality of information; user needs and expectations; information and communication technology competencies and infrastructure; inflated cost of information resources; and staffing needs. However, although these challenges have continued to prevail, libraries working under collaborative initiatives like the Consortium of Academic and Research Libraries in Illinois (CARLI) have registered tremendous success. This thesis reports the findings of a thorough study to establish the factors that have led to the success of CARLI and how such success factors can be applied in libraries of developing countries like Uganda. Emphasis is placed on the establishment of CARLI leadership, the sharing of responsibility and decision making processes as well as sources of funding for the consortium. Also central to the research study is exploration of the role and responsibility of participating member libraries and their contributions to and expectations from the consortium. I contend that lack of funding to facilitate consortium...
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...Coke – Ethical Issues “Our product is quite healthy. Fluid replenishment is a key to health. Coke does a great service because it encourages people to take in more and more liquids.” - Michael Douglas Investor, Coke’s Chairman and CEO. “Public schools are funded by the public to educate the children as provided by state law. It is totally inappropriate that its facilities and employees are being used by corporations to increase their own profits on public time and with public dollars.” Dr. Brita Butler-Wall, Executive Director, Citizens’ Campaign for Commercial-Free Schools, US. THE RECALL On June 13, 1999, Coca-Cola[1] (Coke) recalled over 15 million cans and bottles after the Belgian Health Ministry announced a ban on Coke’s drinks, which were suspected of making more than 100 school children ill in the preceding six days. This recall was in addition to the 2.5 million bottles that had already been recalled in the previous week. The company’s products namely Coke, Diet Coke and Fanta had been bottled[2] in Antwerp, Ghent and Wilrijk, Belgium while some batches of Coke, Diet Coke, Fanta and Sprite were also produced in Dunkirk, France. Children at six schools in Belgium had complained of headache, nausea, vomiting and shivering which ultimately led to hospitalization after drinking Coke’s beverages. Most of them reported an ‘unusual odor’ and an ‘off-taste’ in the drink. In a statement to Reuters, Marc Pattin, a spokesman for the Belgian Health Ministry explained the seriousness...
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