...Develop and Manage Marketing Strategies Task 1 Marketing Plan 1) Defining Business My new travel business is Frazer Island Tour this tour is a day tour, this tour is for those who would like to see more of Fraser Island In comfort. You will experience the sheer beauty, precious eco-systems, unique Fraser Island wildlife and tranquillity of one of the world's great natural playgrounds... Fraser Island, the world's largest sand island. Explore the greatest view of Frazer Island while relaxing and enjoying the beach activities. Swimming in fresh-water lakes, bright as jewels ringed by white sandy beaches, walking through tall ancient rainforest growing in sand, four-wheel driving along a beach flanked by strikingly coloured sand cliffs to find a ship wreck. 2) Describing Product This Tour includes * Cruise aboard a luxurious air-conditioned catamaran boat * 4WD on the bush * Guided bush walking * Swimming, beach activities * Morning & afternoon teas * BBQ lunch * Cruise starts from and off CBD point * Fully licensed Features * Explore the greatest view of Frazer Island * Relaxing and enjoying the beach activities * Swimming in fresh-water lakes, * bright as jewels ringed by white sandy beaches * Walking through tall ancient rainforest growing in sand, * four-wheel driving along a beach flanked * Strikingly coloured sand cliffs to find a ship wreck. This cruise leaves from CBD point...
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...The term "marketing mix" became popular after Neil H. Borden published his article The Concepts of the Marketing Mix in 1964. In this article Borden explains how he first began using this term in the late 1940's after James Culliton described the marketikng manager as a "mix of ingredients". These ingredients in Borden's teachings included product, planning, price, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding analysis. These ingredients were later grouped by E. Jerome McCarthy into four categories which we now refer to as the four p's of marketing (NetMBA 2007). The four p's of marketing make up the marketing mix which is probably the most well known of all the marketing terms. "Its elements are the basic, tactical components of a marketing plan. The four p's, of the marketing mix elements are product, place, promotion and price" (Marketing teacher 2009). These four elements create the marketing mix which impacts the development of any organization's marketing strategies and tactics. The concept is simple. Think about a cake and the components of a cake. There are certain ingredients that are required but one can alter how much of each ingredient is added. The same goes with marketing. The four p's are required but depending on the organization there may be more emphasis on one and less on another. But one thing remains the same, all four p's are necessary. "The majority of people...
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...MBA & MBA (IB) THIRD SEMESTER -- CHOICE BASED CREDIT SYSTEM (NEW SYLLABUS) COMPULSORY PAPERS Title: Total Quality Management Subject Code: 3001 Contact Hours: 45 hrs Work load: 3 hrs per week Credit Points: 3 Evaluation: Continuous Internal Assessment – 25 marks Semester End Examination -- 50 marks Objectives: This cour se is designed to help students to develop basic appreciation of quality concepts and learn the tools and techniques to achieve quality. It also gives the totally integrated effort for gaining competitive advantage by continuously improving every facet of an organization’s activities. Pedagogy : Lectures, Assignments, case studies, seminar, MODULE 1 Introduction to TQM: Various definitions of quality and TQM, Core concepts of quality, The masters of quality(W Edwards Deming, Joseph M Juran, Philiph B Crosby, Kaoru Ishikawa, Ginichi Taguchi, Shigeo shingo) Evolution of quality, The Total Quality Management Excellence Model, Strategic Quality Management, Lecture, Numerical Exercises on cost of quality, TPM 1. Basterfield H Dale and others, Total Quality Management, Pearson Education/PHI, Inc. 2006. 2. K.Shridhar Bhat Total Quality Management (Himalaya publishing house 2005). 3. Poornima M Charantimath, Total Quality Management, Pearson Education, 2003. MODULE 2 Continuous process improvement: Concepts of Kaizen, Kaizen vs. Innovation, Kaizen Strategy...
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...Case Study: Coca-Cola OL – 421 INTRODUCTION: The Coca-Cola Company, an Atlanta based beverage giant, has spent the last 127 years refreshing the world, one Coke, one beverage, at a time. The evolution of The Coca-Cola Company is a true story of success, success that is contributed to producing quality products that people want, genius marketing, and effective corporate strategic planning. At Coca-Cola’s inception, only 9 servings of Coke were sold per day, and today, 10,450 Coca-Cola beverages are consumed each second; Coca-Cola is what success tastes like. Coca-Cola is the world’s largest beverage company and is strong all the way around, their financials are sound, they have a strong management and marketing team, and they produce products that people want and in some cases need. Although, even a successful company can come tumbling down, and in order to stay ahead of the competition and to continue revenue growth, I would advise the company to seek out additional business strategies in which I will explain in depth in the following sections. CURRENT MISSION, GOALS AND STRATGIES: Coke’s mission is to, “refresh the world, inspire moments of optimism and happiness, and to create value and make a difference.” The company’s goals include maximizing growth and profitability to increase shareholders’ wealth. The strategies that The Coca-Cola Company are currently pursuing to achieve these goals include: (1) product innovation; (2) creating...
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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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...Project Report Launching the BMW Z3 Roadster Introduction BMW Z3 is the 1st BMW car which is being manufactured in North America, a market which has contributed only 16% to BMW s revenues. At the same time, the American customer has found itself very difficult to relate itself to a foreign brand. Here lies the challenge for BMW and the marketing efforts behind the Z3 campaign are aimed at changing this perception of the American customer and ingrain BMS s brand image in the hearts of Americans. Phase1 which was not a run of the mill marketing campaign created a huge buzz and was deemed a huge success. The campaign revolved around the placement of the BMW Z3 in the James Bond Movie, GOLDENEYE as Bonds new car. Several other non-traditional elements such as being part of the Neiman Marcus Christmas Catalog, product appearance on the Jay Leno show, and launch at Central Park ensured an out-of-the-box prelaunch. The challenge now is to leverage the buzz and design Phase II marketing strategies which will convert the interest generated into revenues for BMW. Strategic Significance of the Launch The launch is especially significant for BMW because the success of the entire U.S. operations of BMW crucially hinged on it. Moreover, BMW hopes to position the BMW brand firmly in American culture and settle into the hearts and minds of the American public through the launch. It was also meant to promote the vehicle as a cultural icon in America. Further, the launch demonstrates that...
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...In a Brand mantras are short; there is 3-5 word phrases are supposed to relay everything the seller is trying to convey to his consumers. Not only is it conveying a message to the consumer but also everyone associated with the organization, everyone from the sales staff to the marketing so they can understand the essence the organization is trying to capture. Also the brand positioning is an important aspect and as a matter of a fact where everything starts when an organization wants to create their brand. Its concept is to capture where the organization wants to target the market with their product/service. It is supposed to capture the brands essence in its design and easily convey that to the minds of the consumers. And important aspect of a brand that is associated with its reputation I believe is the point-of-difference. The point of difference are unique associations (meant to be positive) that the consumers make only with a particular brand, versus the point of parity, which are associations that are shared with competitors. How a brand is different in terms of what it offers to a consumer is very important for its reputation that is called its differentiability. Its deliverability is the commitment and its ability to use its resources accordingly to make sure its product/services deliver what it promises. Some of the advantages that an organization can benefit from once their brand and product is out in the market; is it creates a good perception of product performance...
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...31/08/2011 Group 2 – Kieran Tierney Marketing Plan: Vifon Cup Noodles Contents 1. EXECUTIVE SUMMARY 3 2. CURRENT MARKETING SITUATION 4 2.1. Introduction 4 2.2. Situation analysis 4 2.2.1. Microenvironment 4 2.2.2. Macroenvironment 6 3. SWOT ANALYSIS 9 4. OBJECTIVES 10 4.1. Corporate objectives 10 4.2. Financial objectives 10 4.3. Marketing objectives 10 5. SEGMENTING, TARGETING AND POSITIONING 11 5.1. Segmentation table 11 5.2. Targeting 11 5.2.1. Evaluating Market Segment 11 5.2.2. Target marketing strategy 12 5.3. Positioning 12 5.3.1. Positioning map 12 5.3.2. Possible value different and competitive advantage 12 5.3.3. Choosing the right competitive advantages 13 5.3.4. Overall positioning strategy 13 5.3.5. Positioning statement 14 6. MARKETING MIX STRATEGIES 14 6.1. Product strategy 14 6.1.1. Brand Life cycle stage 14 6.1.2. Levels of Products and Product strategy 15 6.1.3. Brand Development Strategies – Line extension 16 6.2. Price Strategy 16 6.2.1. Product Mix Pricing Strategies 16 6.2.2. Price-Adjustment Strategies 17 6.3. Place strategy 17 6.3.1. Administered Vertical Marketing System 17 6.3.2. Multiple distribution channels 18 6.3.3. Channel design 19 6.4. Promotion 19 6.4.1. Promotion mix strategies 19 6.4.2. Promotion tools 20 7. ACTION PROGRAM 23 8. CONTROL PROGRAM 25 REFERENCES 26 1. EXECUTIVE SUMMARY Vifon (Vietnam Food Industries Joinstock Company) seeks to provide a...
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...1.0 Introduction: 1.1 Purpose of the Report: The report is the first phase of a modified integrated marketing and communication plan for a new treadmill called Digi-Sprint. 1.2 Description of Digi-Sprint: Digi-Sprint is the only treadmill that has a retractable integrated touch screen computer with Wi-Fi, voice reader and webcam. The screen is retractable to fit the different consumer’s different needs as some would prefer to have the screen at a distance while others prefer it to be at a close range. For consumers who do not like reading while running the voice reader would read out the required areas of the website. Another main feature of Digi-Sprint is that it is silent. It does not emit noise like other treadmills. (Refer to table 1 in the appendix for all the features of Digi-Sprint both tangible and intangible characteristics). 1.3 Brand Image and Brand Identity: “Brand identity is a combination of name, logo, and design.” (Blech, Blech, Kerr & Powell, 2009). Digi is short for digital which implies to the consumers that the treadmill is digitalised and sprint is supposed to represent the athletic factor of the treadmill. The brand image that the company wants consumers to associate with the Digi-Sprint is that it is a sophisticated, intelligent high-end brand treadmill that is revolutionary and entertaining. The sophisticated image is to be achieved through the sleek and complex design. Intelligent is accomplished through the sharp, quick and innovative interface;...
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...INTRODUCTION: Amazon.com opened for business in July 1995, nobody in that time was optimistic for this brand new business model. People still enjoy the physical store, and skeptical on online shopping. However, with more than a decade efforts, Amazon was named the world’s top brand ahead of common names like Coca-Cola, Microsoft, and so on. Amazon and its online business model had creased more than $34 billion revenue, and equally 80 million people visit Amazon.com every month. In order to achieve greater success, Amazon need to overcome the challengeable external environment, strengthen organization structure, fulfill the product line, and leverage its brand strategy. CURRENT MISSION, GOAL, AND STRATEGY The current mission statement for the Amazon.com is “to be the Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavor to offer customers the lowest prices.” Amazon added 13 new fulfillment centers in 2010 and another 15 new center in the 2011 and company is planning to launch cloud technology in 2011 which allowed customers to store and access music. The company believed that in the nearly future this technology could bring the internal strength and competitive advantage for Amazon.com. INTERNAL ANALYSIS: See attached IFEM Amazon.com internally with an IFEM score of 3.25 FINANCE: Amazon is on strong financial position now; online sales reached $9.91 billion...
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