...The key challenges that lie in front of James McDowell, VP Marketing at BMW (NA) to launch a Phase II program for BMW Z3 Roadster are: a. Design a marketing campaign to create a sustained product excitement, continuing what was generated from Z3 Phase I program, until product is available at dealer stores b. Attract consumers based only the demand that can be met with production c. Choosing between Non-Traditional and Traditional media 1. Was the Z3 Phase I launch successful? In order to understand whether Z3 Phase 1 launch was successful, we need to look at different pieces TG, Objective, Creative Strategy, tactics and end-result first and then combine them to view the holistic success. Target Group and its need: NA consumer who is Luxury/Performance driven, has lover of life mindset and propensity to seek unique expression of individuality. Further he/she is looking for ultimate driving machine that provides excitement similar to what can be derived from driving a motorbike. Includes everyone from aspirational GenX to nostalgic baby boomers. For this target group, the communication objective of the Z3 Phase 1 Launch were as follows: a. Get people talking and excited about BMW Z3 in the context of American culture b. Stimulate the dealer network c. Build an order bank to enable the Spartanburg plant to build specification according to customers Marketing Plan: The Z3 Phase 1 Launch Program used a 40:60 TM/NTM split and majorly revolved around using unconventional...
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...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 BMW is firmly committed to the US market. Moreover, it was the first time that a BMW car was being made in a location outside Germany i.e. Spartanburg, South Carolina. BMW aims to replace made in Germany as a quality symbol by made...
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...9-597-002 REV: JANUARY 8, 2002 SUSAN FOURNIER ROBERT J. DOLAN Launching the BMW Z3 Roadster January 1996 marked the beginning of Phase II of BMW of North America Inc.’s Z3 roadster introduction. Phase I had centered on the placement of the new $28,750 two-seat convertible in the James Bond hit movie, GoldenEye, which premiered several months earlier. While not yet critically evaluated, results of the “out-of-the-box” pre-launch campaign appeared very positive: word-ofmouth concerning the Z3 and the James Bond cross-promotion were favorable, and product orders far exceeded BMW’s initial expectations. The challenge now was to design a marketing program that would sustain product excitement until dealer product availability beginning in March. Phase II planning had to be undertaken within the context of other important events in the BMW product family: (1) the April launch of the redesigned 5-Series; and (2) the company’s role as “official international automotive sponsor” of the 1996 Atlanta Summer Games, which would begin in earnest with the Olympic Torch Relay 5-Series event in June. While these other elements of the BMW product family clearly impacted the Z3, the marketing approach and ultimate results for the Z3 would influence the whole BMW operation in the United States. Dr. Helmut Panke, Chairman and CEO of BMW (U.S.) Holding Corp. since 1993, noted that the Z3 was destined to be “the first BMW not made by mythical little creatures in the Bavarian woods. This car...
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...University of Macau Faculty of Business Administration GAMM302 Gaming Regulations and legal Environment 2009/2010, second semester Written Assignment Topic: H istory of the 2001 -2002 concession public tender process in Macau Name: Lau Hiu Tung Number: B-A7-0070-2 Date: 30 April 2010 Abstract The purpose of the report this time is to share and have a discussion in the concession public tender process in 2001 – 2002. By reading this sharing, I hope we can have a clear picture about the whole tender process, what has happened, and how was it organized during those 2 years. As this is a very important topic in the gaming sector. Moreover, I will also have a discussion to see the main reason why were those 3 companies won in the competition, and also some specific issue that raised by some of the candidates. Introduction Macau has a very long history in the area of gaming business. In the old days, Macau is being named as “Eastern Monte Carlo”. Now, Macau can be called as “Eastern Las Vegas”, as many foreign companies have started their business in Macau after the liberalization of the gaming industry in 2002. This change let Macau step into a new era and increase its reputation all over the world. Why Macau can have such a big change after the operation in the style of monopoly concession for more than 70 years? How the tender process has been gone through? Why result in these 3 concessions – even though now there are 3 plus 3 sub/concessions, but this is another...
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...Dissertations/Professional Papers/Capstones by an authorized administrator of Digital Scholarship@UNLV. For more information, please contact marianne.buehler@unlv.edu. 1 Lean and Six Sigma in Hospitality Organizations: Benefits, Challenges, and Implementation. By Justin M. Lancaster Masters of Science University of Nevada Las Vegas 2011 A professional paper submitted in partial fulfillment of the requirements for the Master of Science Hotel Administration William F. Harrah College of Hotel Administration Graduate College University of Nevada, Las Vegas December 2011 Chair: Dr. Robert Woods 2 PART ONE Introduction The hospitality industry has perhaps been hit harder than any other industry in this current recession. People have less discretionary income and as a result are not traveling as often and spending as much when they do. Resort companies like MGM and Caesars Entertainment have accrued immense amounts of long-term debt over the past ten years to fuel the great expansion of resorts in markets like Las...
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...renovation of Treasure Island. 1998 complete renovation of Bellagio Mirage becomes part of MGM ($6.4 million) April 2005 Wynn Las Vegas resorts open. September 2006 doors open Wynn Macau. December 2007 2nd phase complete Wynn Macau. 2009 expected completion of encore Las Vegas. Internal Strengths and Weakness Strengths Brand Name recognition (Wynn 30 years experience in Vegas). Management team highly experienced and very successful in tourism. U.S. population living longer (retirees are more incline to spend money traveling, leisure activities and gambling). Strategic development of its product. Continuous promotion of brand part of company strategy. Direct marketing to high end customer * B. Weaknesses. 1. Too reliant on CEO Steve Wynn (many lines of credit as direct reflect of Wynn maintain CEO position). 2. Increase in terrorist activity lead to tourism worldwide decrease. 3. Rising gas prices has lead to direct increase in airfares which consequently leads to decrease in travel and tourism. 4. Many competing properties in both Las Vegas and Asia. 5. Sole marketing executive in strategic global location not sufficient to conduct through market research and adjust product according. Nature of external environments Risk of Entry by potential competitors * 1. Potential competitors are very high due to the increase in competing properties. 2. Brand Loyalty is high due to Wynn’s reputation in the Vegas area and both the gambling and...
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...Disney set up a system that has worked in the United States and Tokyo. This system sets forth a set of guidelines that requires all Disney “cast members” to act as one unit and provide the standard of excellent guest service one has come to expect from Disney. Some of the different aspects of this service standard include: • Dress Code: A standard that does not include brightly colored socks, what type of undergarments are appropriate, and their “costume” to be worn appropriately. • Grooming Standards: No facial hair, no outlandish hair styles, clean fingernails, and proper grooming at all times. • Treating others as they were treating you. Sounds like a “golden rule” as of sorts. But Walt Disney had a vision that when you stepped across the gate, you were entering a land where dreams come true, and worries were left behind. By applying this “golden rule” to all guests, it appears that he was intending to have everyone leave happy and want to come return. However, I believe that the system that worked in the U.S. may not have been received well with their European counterparts. It is a widely known stigma that Europeans are not the nicest population in the world. With that, I believe that Disney had a more difficult changing their innate apprehension to buying into the Disney way of doing things. Going along with that, without the proper managers that can sell that ideal to the new employees of Euro Disney, it posed a problem with the delivery of such a service...
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... Corporate Social Responsibility Department Corporate Social Responsibility Department TABLE OF CONTENT I. OVERVIEW OF CSR IN VIETNAMESE HOSPITALITY INDUSTRY II. CSR PROGRAM ‘’KNOW ONE, TEACH ONE’’ 1. General information 2. Programs III. REASONS AND DRIVERS 1. KOTO as a great contribution to society 2. KOTO as a sustainable impact IV. CONCLUSIONS V. REFERENCES I. OVERVIEW OF CSR IN VIETNAMESE HOSPITALITY INDUSTRY It is probable that CSR process in Vietnam arises from the reform in the early 1990s and attracts more and more attention as the norms, policies and perquisites protocol of international trade have sharpened the development process. Today, companies gain competitive advantages not only by quality of product and service, pricing strategy or location but also by their consideration and responsibility for the environment and community. While CSR is a growing movement in the hospitality industry in Asia, there are only a few enterprises really pay attention to CSR in Vietnam. One of the most outstanding program is carried out by Joma Bakery Café, which is called ‘’The Joma Way’’ (1). The program includes three main initiatives: -Donate 2% of revenue supporting grassroots initiatives focused on meeting basic life needs -Offer training and growth opportunities for disadvantaged persons -Involve in community activities by event sponsorship, employee volunteerism, and creating spaces for people and...
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...Netflix Case Analysis Netflix is an American provider and the world's leading internet subscription service of on-demand streaming media in the United States, Canada, Latin America, the Caribbean, United Kingdom and Ireland and flat rate DVD-by-mail in the United States. Netflix members can instantly watch unlimited films and TV episodes streamed over the internet to more than 700 devices for about $7.99 a month. With regards to increasing the influence of the Netflix brand, expansion into the video game industry could be an option, however various factors such as competitors, viability and sustainability of the company as a whole need to be further analyzed in order to assess whether this proposal is feasible. Competitor Analysis AREA| NETFLIX| HULU| BlOCKBUSTER| REDBOX| market share| 55%| 35%| 5%| 5%| Subscribers| 23.6 mil| 24 mil| low| 12 mil| Brand Popularity| HIGH| LOW| MED-HIGH| MEDIUM| start date| 1998| 2007| 1985| 2003| Revenue in 2011| 705.7 mil| 420 mil| bankrupt| 363.9 mil| Revenue increase from 2010| 29.00%| 48%| | | Growth in customers| 30%| 50%| | 30%| (in 2011)| | | | | Netflix's success has inspired a number of other DVD rental companies both in the United States and abroad, but none of the purely online companies appear to approach Netflix in terms of market share or revenues as can be seen above. Hulu is a close second in terms of Market share and it can be seen that its entry into the market was nearly...
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...MGMT 102 Strategy Las Vegas Sands A Company and Industry Analysis Submitted by: Adhitya Christian Martin (G3525406X) Chye Hui Lin (S8734971C) Darren Chng Meng Hoe (S8509392D) Jasmin Hamdani Ham (G3529740K) Karina Ondang (G0638741T) Liu Fang (G3529124K) Louis Lim Wei Chun (S8416257D) * Contents Executive Summary | 1 | Company Overview | 2 | External Environment | 2 | Internal Environment | 4 | Acquisitions, Restructuring and Cooperative Strategies | 6 | Business-Level Strategy of Las Vegas Sands in the U.S. | 6 | Corporate- Level Strategy of Las Vegas Sands in the U.S. | 11 | International Business-Level Strategy of Las Vegas Sands | | Macau | 14 | Singapore | 17 | Bibliography | i | Appendix | iv | * Executive Summary Las Vegas Sands is a hotel, gaming and resort development company which operates in many countries worldwide. It has 3 significant establishments; The Venetian and The Palazzo in United States, The Venetian Macao in Macau and Marina Bay Sands in Singapore. The company places strong focus on their code of conduct and ethical behavior of their employees. The company has both tangible and intangible resources. Their capabilities include excellent management of operations and human resources, specifically tailored offerings to the Asian market, the MICE business and Eco 360 cost savings initiative. We have identified their core competencies to be in MICE, the Eco 360 program, its Paiza Club which...
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...MGM 316-1302B-06 Phase 2 IP June 3, 2013 I chose Sales Manager for each country. I selected to prepared resumes for each country. I included a resume for each country and attached a link to each announcement at the bottom of each resume. Name: Email: PROFILE: Dynamic sales manager with over thirteen years of experience in management, sales, and marketing. Seeking a position where my experience can be effectively utilized to increase product sales and price while growing market share. Recognized for ability to lead, build and sustain successful sales teams. Expert in building mutual beneficial relationships with both customers and business partners. Excellent presentation, negotiation, closing and follow through skills. WORK EXPERIENCE: ABC Company, Hunan, China Sale Manager, 2006 to 2007 * Responsible for managing up to seven Account Executives in three states * Lead the market center in a new sales promotions and contest role outs * Recruit and staff new account managers and sales representatives * Developed and implemented several Best Practices for sales execution * Conduct sales meetings and conference calls with sales team, listened to issues presented by the sales team implement the appropriate actions XYZ Corporation, Shanghai, China Sales Manager, 2005 to 2006 * Recruited resellers in the US and Europe. * Conducted sales calls all over the world using Skype. * Organized demos and evals with Support Engineers. ...
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...MGM 301- Exam #1 Study Guide Chapter 1- Creating Customer Relationships and Value Through Marketing Marketing: the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, it’s stakeholders, and society at large - more broad than advertising and selling - stresses the importance of delivering genuine benefits to customers To serve buyers and sellers, marketing needs to: 1.) discover the needs and wants of prospective customers 2.) satisfy these needs Exchange: the trade of things of value between buyer and seller so that each is better off after the trade - many diverse factors influence marketing activities (relationships with customers, shareholders, suppliers, environmental forces) 4 Factors for Marketing to Occur 1. Two or more parties (individuals or groups) with unsatisfied needs 2. A desire and ability on their part to be satisfied 3. A way for the parties to communicate 4. Something to exchange Meeting Consumer Needs with New Products 1. Focus on the customer benefit 2. Learn from the past Consumer Need: occurs when a person feels deprived of basic necessities such as food, clothing, and shelter Consumer Want: a need shaped by a person’s knowledge, culture, and personality Market: people with both the desire and ability to buy a specific offering Target Market: one or more specific groups of potential consumers toward which an organization directs its marketing...
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...& Patterns: An Analysis of the Agglomeration Effects in Las Vegas Table of Contents Introduction 3 Motivation 3 Background and History 3 Las Vegas Strip Today 6 Location Quotient of Las Vegas 7 Development Phases of Las Vegas 8 The First Wave of Development 9 Supply-side Factors 9 Demand-side Factors 10 The Second Wave of Development 11 Demand-side Factors 11 Supply-side Factors 13 Summary of Development Phases 14 Comparing Macau with Las Vegas 15 Lessons Learnt For Singapore 17 Conclusion 18 Bibliography 19 Introduction Motivation Over the years, Las Vegas has developed itself into a city housing mega-resorts and massive entertainment providers. More specifically, Las Vegas Strip, which is a 6.8 kilometer long highway leading from Los Angeles into Las Vegas, has seen a conglomeration effect with many large hotels, casinos and resort properties congregating there. Nineteen of the world’s twenty-five largest hotel by room count are on the Strip, with a total of over 67,000 rooms. In this paper, we are interested in studying the agglomeration trends of the mega-resorts in Las Vegas, understanding the reason and benefits of concentration. Next, we attempt to analyze difference between Las Vegas and Macau, the 2 gaming giants of the world. Lastly, we will extend these lessons learnt to two upcoming integrated resorts in Singapore. Background and History A mega-resort (or known as an integrated resort locally) is a casino based vacation...
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...Shanghai Disneyland I only hope that we don't lose sight of one thing - that it was all started by a mouse. -Walt Disney On a beautiful March day in Orlando, Andy Berst strolled down Main Street at the Magic Kingdom contemplating a new project proposal. Andy, the Director of Finance for Hong Kong Disneyland, had spent the last four years developing and preparing for the launch of Disney’s newest park on Lantau Island in 2005. It was now 2003, and as he prepared to move to his new office in Hong Kong, he received a call from CEO Michael Eisner’s office to discuss the possibility of a new venture in Shanghai. Berst, like many higher managers with the company, knew that Disney was interested in breaking into mainland China for several years. On the other hand, he also knew that Disney had never built a park in a communist country, or what could be considered an emerging market. However, with the recent announcement from rival Universal-Vivendi confirming their intentions to build a Universal Shanghai to open approximately the same time as Hong Kong Disneyland, Disney executives were anxious for their own counter-strike in the mainland. As he walked towards Cinderella’s Castle, Andy’s mind began to work out the details of a Shanghai Disneyland. The Walt Disney Company’s Theme Park and Resorts Division Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world. -Walt Disney History In 1955, Walt Disney...
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...for 15 min. Measure the absorbance of the standard (Abs.S), and Test Sample (Abs.T) against the Blank, within 30 min. Calculations Uric Acid in mg/dl = Abs.T X 8 Abs.S 2. MICROALBUMINURIA Albumin refers generally to any protein that is water soluble, which is moderately soluble in concentrated salt solutions, and experiences heat coagulation (protein denaturation). They are unique...
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