...Marketing Unit Assignment 1 1) Definitions of Marketing There are many definitions of Marketing. Each of them includes different aspect of Marketing in a global business environment. To see and highlight the differences of each definition I will write them down in order to see the full picture of what Marketing is all about. • Marketing is the performance of business activities that direct the flow goods and services from organisations to their customers. This is simplest statement which explains Marketing very generally as a “business itself”. The aim of any business organisation is to sell goods to the customers, therefore Marketing is a way to reach those customers. • Marketing involves the business understanding the needs and wants of customers and adapting the operations to deliver the right goods and services more efficiently than its competitors. There is big competition on a global business market, so to be ahead of competitors, the company is spending more money and time in order to find the right way of how to reach the right customers and send them the right information about the product to gain their interest. • Marketing is concerned with the matching of an organisations capabilities with consumers wants. Marketing plays the central place in business process by identifying the needs of consumers and then analysing whether is that particular organisation is able to satisfy these needs or not. • Marketing is the process...
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...Hummus Bar: Dipping into International Markets Submitted By: Group #8 Hari Padmakumar Jijo Francis Navtej Singh Sran INDEX: I. Introduction…………………………………………………………...…. 2 II. Market Research……………………………………………………….. 3 III. Market Analysis……………………….………………………………… 6 IV. Marketing Plan………………………………………………………….. 10 V. Conclusion………………………………………………………………… 13 VI. Bibliography………………………………………………………………. 15 I. Introduction This case study is based on a successful Hummus bar located in Hungary, which is planning to enter the international market. The founder of the restaurant is thus seeking investors in order to lower the risks, select the right marketing strategies and to enhance the brand. The case study will include all the different methods used to determine the right market, determining the right market entry, brand management and developing decision making skills. * About the Company: Hummus bar is a really successful Middle Eastern Restaurant in Hungary which was setup 7 years ago by Gotlibovitch. It has already got seven restaurants and it’s turning out into a successful chain in Hungary. As the name suggests, this place is completely dedicated to Hummus which can be enjoyed with several types of dishes. They offer different kinds of salads, soups and vegan and meat dishes. The restaurant focuses on the creating simple and good quality food. It has been recognized and awarded for being the best exotic cheap eatery by the...
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...Statement of the problem On year 60’s, armour garments company’s competitors started to produce a bad effect on agc. their products, which are same on the agc product lines beat the standard cost of undershirts of agc by lowering their product price. since middlemen were nto layal to brands, they preferred to take the chance on buying undershirts which have lower price than agc’s. Then after ten years, compertition got worsen for more and more margial factories opened and willing to compromised on price and payment terms with the middlemen though those days, undershirts was no longer fashionable to wear. Because of that, agc produced new product line. Aside from their traditional product line, which is marca troca and armour, they introduced blossom. This agc’s new product line sold more than their traditional product lines. Having failed to improve the market ability of its traditional product they introduced polo shirt, jeans, and printed shirts but The market response was not favorable . because of this, financial condition of agc continued to worsen. SWOT ANALYSIS Strength - Despite their situation, the firm still has their fair share of advantages. Agc as a stron barand is fully recognized and respected in the market all over the country. Ultimately, they are the pioneers of the production of these undershirts. No only are they pioneers, they also produce it of high quality. Because of the positive response from customers, they earned high profit as they...
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...Market Research Competitive Profiles Iams Multi-Cat Chicken & Salmon ProActive Health (Market Leader) Size: 16.5bl Price: $ 34.89 Features: • 100% complete and balanced nutrition for all adult cats in your household. • High-quality protein-rich sources like chicken, salmon and egg for building lean muscles and improving overall body condition. • Beets, whole grains and corn support the digestive system and reduce hairballs. • It's enriched with amino acids for energy, vitamins and minerals, taurine for a strong heart and rich fatty acids like omega-3s for a luxurious coat. • Each delicious crunchy kibble breaks up plaque and tartar that can lead to bad breath and gum disease Message: This Iams ProActive Health formula has PreBiotics that work inside the digestive tract to promote healthy digestion and strong defenses. Healthy inside. Healthy outside Whiskas® Meaty Selections Size: 15bl Pirce: $ 15.99 Features: • 100% complete and balanced nutrition for all life stages. • Perfect mix of chicken and turkey flavored kibbles. • Each is double...
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...GIANT CONSUMER PRODUCTS, INC THE SALES PROMOTION RESOURCE ALLOCATION DECISION I. PENDAHULUAN Kasus ini berkaitan dengan strategi marketing, khususnya dalam promosi penjualan. Saat itu awal September 2008 di markas Giant Consumer Product, Inc (GCP), tepatnya pada Divisi Makanan Beku (Frozen Food Divison ) – FFD - tidak melakukan tanggung jawabnya dengan baik, dimana target yang telah ditetapkan tidak tercapai dan performance kinerjanya kurang baik. Dari permasalahan yang ada tersebut mengakibatkan vulume penjualan hanya tercapai sekitar 3.9% dan profit sebesar 3.6%. Melihat permasalahan yang terjadi didalam internal perusahaan, maka Maria Davidson, selaku GM FFD segera menghubungi Mike Sanchez (Direktur pemasaran FFD) untuk mengindentifikasi strategi promosi penjualan yang akan dijalankan, tetapi sebelumnya harus memilih dari ketiga peroduknya, mana yang akan dilakukan promosi penjualan. Ketiga produk tersebut diantaranya : a) Dinardo TM 32-ons paket b) Dinardo TM 16-ons paket, atau c) Natural Meals TM / makanan organik Terdapat dua kategori utama dalam FFD, yaitu : 1) Merek Dinardo™, merek ini menghasilkan lebih dari $ 425 juta untuk pendapatan setiap tahunnya. Merek ini menawarkan produk spaghetti & bakso, lasagna, dan ayam Cacciatore. Kelebihan dari produk ini adalah penggunaan bahan - bahan yang berkualitas dan bumbu yang membuat Dinardo ™ menjadi makanan yang terasa lebih enak dibandingkan dengan produsen lain. 2) Natural Meals™, produk ini berupa makanan beku...
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...1.1 The strategy context and terminology explained based on Kellogg’s study case: * Mission: It defines what the company does, who it serves and how it serves. This is a formulated form of company`s goal, philosophy and characteristic. For Kellogg`s the quality was the key also the mission is to develop their product through the customers, consumers and communities. * Vision: This can be defined as a dynamic and compelling view at some point in the future. True the vision the company can see where it want to be and what Kellogg`s want to achieve in the future. Kellogg`s vision is ‘To enrich and delight the world through foods and brands that matter’ (Kelloggs). Regarding to our case study, Kellogg`s vision in India was to serve a bigger choice in the food industry and also apart of cereal they wanted to expand into snack and frozen foods in U.S. * Objectives: Kellogg`s objectives included such as support physical activity for the population, promote exercise, sponsor activities (studies). Kellogg became the main sponsor of swimming in Britain. Also they introduce food labelling which is providing an opportunity for the consumers to make decisions about the right balance of food. Kellogg is violently supporting but in the same it puts a lot of effort to protect their reputation. * Goals: Kellogg`s want to provide the consumers all over the world with simple and more suitable way of enjoying good health. * Core competencies: Core competence is important for...
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...Management Models... 150 Slides Product Promotion Price Customer Service Place People Processes Powered by www.drawpack.com. All rights reserved. Key Words... Break-even – Financing Life Cycle – Economies of Scale – Elasticity – Sales Cycles – Market Potential – Portfolio Matrix – Product Model – Four P’s – Push/Pull Strategy – Marketing Mix – PDCA Cycle – SWOT – Value Chain – Ansoff Matrix – BCG Matrix – 7-S Model – Core Competencies – GE Business Screen – Nine Cell Industry – Risk/Reward Diagram – Porter’s Five Forces – Industry Competition – Generic Strategies – Geobusiness Model – Porter’s Diamond – Matrix Design – PIMS – Leavitt’s Diamond – Belbin’s Team Roles – Theory X/Y – Maslow’s Hierarchy – Herzberg’s Theory – Cultural Web – Pareto Curve – CIM Concept – Value Drivers Markets and Structure of Flow Resources Resources Money Resource markets Money Taxes, goods Services, money Services, money Manufacturer markets Taxes, goods Government markets Taxes Services Consumer markets Services, money Taxes, goods Money Goods and services Middlemen markets Money Goods and services A Company‘s Macroenvironment MACROENVIRONMENT IMMEDIATE INDUSTRY & COMPETITVE ENVIRONMENT Suppliers Substitute COMPANY Rival Firms Buyers New Entrants The Economy at large Break-even Point Value $ Sales Profit Break-even Point Variable costs Total costs Current sales level Fixed costs 0 0 Units sold Break-even...
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...MARKETING: PRINCIPLES AND PRACTICE SM1010 MARKS AND SPENCERS – PLACE MODULE TUTOR: JAYA AKUNURI SEMINAR TUTOR: RULA AL-ABDULRAZAK CONTENTS Page Introduction 4 Abstract 4 Distribution Channel 5-6 Distribution Strategies 7-8 Conclusion 9 Bibliography 10-11 INTRODUCTION Few producers sell their goods direct to the consumers, however most use third parties or intermediaries to bring their products to the market. They try to forge a distribution channel- a set of independent organisation involved in the process of making a product or service available for use or consumption by the consumer or business user. This report will examine the way Marks and Spencer’s sell their goods direct or indirect to the consumers. The following features...
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...Thinking... The conceptual background to strategy, marketing and planning Stephen Cashman, February 2003 This online background paper provides a review of some of the definitions, theories and concepts underpinning strategy. As such it is intended to introduce the key concepts involved, or to form an overall reminder of the various issues relating to these areas. 1. What is strategy about and why is it so important? ‘Every company needs a strategy – either explicit or implicit.’ Costas Markides (1995) ‘An effective strategic management process has become the essential norm for businesses.’ Richard Hanscombe and Philip Norman (1993) ‘Effective strategic management is the ultimate aim of all managers.’ Financial Times, 1997 ‘The survival, growth and prosperity of any organisation depends on the quality and viability of the strategy the organisation is pursuing.’ Andrew Kakabadse, Ron Ludlow and Susan Vinicombe (1988) Indeed, such is the importance attached to the subject of strategy that one commentator on the subject, Richard Whittington (1993), reports that ‘there are thirty-seven books in print with the title Strategic Management’. Similarly a leading strategy thinker, Henry Mintzberg, and his colleagues (1998) note that ‘The literature of strategic management is vast – the number of items we reviewed over the years numbers close to 2,000 – and it grows larger every day.’ However, despite the importance given to them, thinking, writing and talking about ‘strategy’-related...
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...www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressively to capture more and more markets. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in the UAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. Questionnaires were distributed and self-administered to 382 respondents. Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this study indicated that brand name has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics brand loyalty. Keywords: Female buying behavior, Brand loyalty, Cosmetics, UAE 1. Introduction The history of cosmetics spans at least 6,000 years of human history, and almost every society on earth...
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...Ta’Kita Boykin REI Marketing Environment Worksheet List the current characteristics of each environmental factor as they relate to REI. U.S. Economy How does the current U.S. economy affect REI retail operations? 1. If the economy was in a depression, people would begin saving money and limiting their spending habits, which in turns results in a decrease in online/in-store purchases for REI because the value of their goods/products would have to increase. There will less buying for some goods and supplies which decrease the company’s sales and revenue. 2. Employees within the companies would lose jobs (turnovers) or employees making less money. Global Economy How does the current global economy affect REI retail operations? 1. If some products or goods were bought or traded from another country and the currency values were increase, REI would have to purchase these items at a higher price also and the scope of REI’s prices would decrease because customers would realize that the prices for what they want are too expensive and not want to buy them. 2. Fair Labor. REI has joined with other associations such as Outdoor Industry Association (OIA) and Fair Factories Clearinghouse (FFC) to crack down and ban fair labor violations. Legal and Regulatory Environment What types of legal and regulatory forces affect REI in the U.S.? 1. Consumer privacy. By REI customer’s using their social security numbers, credit cards, checks, and debit cards to make purchases...
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...KUTCHEN March 24, 2013 MARKETING ANALYSIS REPORT BY: BRIDGETT BLUNT EXECUTIVE SUMMARY Lortex Lutchen is the first company in the United States to ever create a comfortable toilet seat with state-of-the-art features, called Flush Max 1250. This product was created for consumers seeking a piece of mind in their private time. “Our mission is to provide the best in customized toilets, while integrating the latest in technology, to deliver quality and satisfaction to all our consumers. We are committed to the performance and consumer experience of Flush Max 1240 MARKETING MIX Setting a team of members to do a specific job as follows: • One would be responsible for external and internal environments. She/or he would keep up with the new technologies that comes out and keep track of the competition. • One would be responsible for marketing objectives and target marketing. He/ or she would focuses on what needs to be done for future purposes. • One would be responsible for product and pricing strategy. He/ or she would be in charge of setting prices and budgeting for the product. One would be responsible for marketing communication strategy. He/ or she would be in charge of the advertising, ads, sales, and promotion planning of the product. One would be responsible for distribution strategy and implementation and control. She/ or he is in charge of the action plan for marketing objectives. Being a brand new...
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...Executive Summary Introduction Blu-Ray Computer Design will provide computer and technical consulting to local small businesses as well as home PC users. In doing so the company will focus on marketing, responsiveness, quality, and creating and retaining customer relations. The Company Blu-Ray will initially be a sole proprietorship with minimum outside financing. Blu-Ray will be a home office start-up, utilizing one studio room in the owner's home and serving customers in the local Clearwater, Florida area. Blu-Ray Computer Design will be initially owned by Nigel Murrien. Depending on growth, the company will possibly add additional employees and expand operations. The Market Market research indicates an available market niche able to be occupied by additional businesses of this nature. The very nature of the computing industry, with its extraordinary rate of technological development, creates a constant need for businesses skilled in updating and advising customers on computer-related issues. Home PC users will provide the majority of our business revenue. These jobs will typically consist of minor upgrades services and advising. Business Week expects the computing industry to grow at a rate of 12% and the processor speeds to continue to expand for years to come, providing a rich resource for sales. Blue-Ray Computer Design has decided to focus mainly on the home PC market for many reasons. These home customers typically request jobs that are easier, faster, and less...
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...Marketing Mix “The four P approach has led to a manipulative attitude to people” (Gummesson, 2002:285). “What marketing deserves is new approaches, new paradigms, which are more market oriented” (Gronroos, 2002:140). “We propose that the mix has now reached its vanishing point, and we argue that marketing requires a new paradigm” (O’Malley & Patterson, 2002:50). What is common among the above three quotations is the fact that they are all against the Marketing mix. They also share the common belief that it’s time for a radical change, one where the 4Ps are rejected for a new paradigm. But the importance of the 4Ps is being undermined. Despite its limitations, they still form the base which is being used by modern organizations. This paper attempts to show the importance of the marketing mix for modern marketers and that it cannot be relegated from modern marketing strategy. The paper is divided into six parts. Beginning with the introduction it then moves on to the development of the marketing mix theory. The third part contains the literature review of the mix. The fourth asserts that marketing mix in conjunction with RM and CRM can result in a successful marketing strategy and the fifth uses Lexus as an example to prove this assertion. It ends with the conclusion. What Is Marketing Mix? The Oxford Dictionary of Business and Management’s definition of the Marketing Mix is of “the factors controlled by a company that can influence consumers’ buying of its products” (Anon...
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...1) Research SAP – discuss in YOUR words: what is SAP, what are some of its functionality, do research to determine its strengths and weaknesses. This should be 2 paragraphs – at least 20 sentences! In June 1972 5 IBM programmers created a company called Systems Analysis and Program Development after having worked on a program called SAPE for IBM. The programmers were originally pulled off the SAPE project but wanted to continue their work. Selling stock from their time at IBM the original founders of SAP were able to continue work on the SAPE program and eventually create many solutions for business. SAP is now one of the world’s largest software development companies focusing in Enterprise Resource Planning (ERP) software. SAP has locations in over 130 countries and is the world’s leading ERP developer. SAP focuses on 6 primary industries: discrete, process, consumer, service, financial, and public services. SAP also offers integrated solutions for large enterprise companies as well as small and medium size businesses. Currently the SAP ERP Business Suite offers 5 ERP solutions for businesses intended to cover the scope of all solutions a business may need to be successful. Supplier Relationship Management (SRM) – this software allows companies to make orders from suppliers handling things such as inventory, scheduling, and cost analysis. Product Lifecycle Management (PLM) – This software allows manufacturers to maintain accurate product information that enables...
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