...this context, the new environmental friendly products called Standard Eco-Shack and Urban Eco-Shack invented by Doug and Paul will be launched to penetrate the market. The challenges of marketing strategy will be faced by Doug and Paul because these two owners have no experience on marketing. In order to attract the customer attention and preference, brand positioning and value-based pricing strategy will be used to implement as marketing programs. In the long-run sustainability and growth, Doug and Paul will consider using the loyalty program to keep long term relationship with customers. Table of Contents Executive Summary 1 1.0. Introduction 3 1.1. Purpose 3 1.2. Case Summary 3 1.3. Relevant marketing theory definition and explanation 4 2.0. Problem/Issues Identification 5 3.0. Issue Analysis 6 3.1. Market Segmentation 6 3.2. Targeting consumers 7 3.3. Product positioning and branding strategy 8 3.4. Marketing mix (only pricing strategy focus) 8 3.5. SWOT Analysis 9 4.0. Recommendations/Choices of Solution 10 5.0. Conclusion 11 List of Reference 13 1.0. Introduction 2.1. Purpose Many organizations spend a lot of time, resources, and energy setting up the new business from sustainability to growth. Festus M Epetimehin (2011) stated that although it is important to replace lost business, one of the primary goals should be to keep existing customers and enhance customer relationships. Thus, the main purpose...
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...include John, Mary, Paul, and some members of their respective families. One of the features of the corporate form is limited liability. Ordinarily, however, corporate income is taxed at both the corporate level and the shareholder level. Which corporate form could the firm use to avoid this double taxation? An organization like this could have a variety of options to avoid double taxation. However, the best corporate form for the firm to use in order to avoid double taxation would be S Corporation. By forming the S Corporation, the firm will be taxed like a partnership. John, Mary and Paul’s business endeavor meets all the criteria necessary to form and operate as an S Corporation. They are a domestic organization. There are no affiliations with other corporations. If there are only three founding members and “some members” of their respective families involved, then they likely have less than 100 shareholders and all are individuals. Shareholders never have any personal liability for any of the business debt, but they pay personal income tax on any dividends drawn from business. The business would hold just one class of stock and all the members are citizens rather than nonresident aliens. Which other forms of business organization provide limited liability? The firm could form an LLC or LLP. The tax structure of the S Corporation is similar to the limited liability company (LLC) and the limited liability partnership (LLP). Both of those business structures offer...
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...report identifies and analyses the problems faced by Doug and Paul when marketing the Eco- Shack. The report will then explain the related marketing concepts and provide several suggestions to overcome the problems. The main problem that can be extracted from the case study is incorrect marketing strategy which leads to several sub problems. These problems include incorrect brand positioning, segmenting and targeting. In addition, the price of an Urban Eco- Shack is higher than its competitors and lastly, Doug and Paul did not highlight the unique features of their product. After analysing, we had identified that for the consumer market, the green consumers segment will be interested in Eco- Shack. The four primary bases in this segment are geography, demographics, psychographics and behavioural (QuickMBA 2010). Meanwhile, for the business market, two segments that could be interested in Eco- Shack are businesses that are looking for an office site and those who are concern of the environment. There are many segmentation bases in business market which includes company size, industry, operating practices, culture and geographic. This report will further analyse on cost based pricing, a type of pricing strategy currently used by Eco- Shack developer. This strategy is commonly used by smaller firms because it is easy to be implemented and allows firms to estimate their profit margin more accurately. However, this strategy does not respond to market change, thus we can say that the...
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...report identifies and analyses the problems faced by Doug and Paul when marketing the Eco- Shack. The report will then explain the related marketing concepts and provide several suggestions to overcome the problems. The main problem that can be extracted from the case study is incorrect marketing strategy which leads to several sub problems. These problems include incorrect brand positioning, segmenting and targeting. In addition, the price of an Urban Eco- Shack is higher than its competitors and lastly, Doug and Paul did not highlight the unique features of their product. After analysing, we had identified that for the consumer market, the green consumers segment will be interested in Eco- Shack. The four primary bases in this segment are geography, demographics, psychographics and behavioural (QuickMBA 2010). Meanwhile, for the business market, two segments that could be interested in Eco- Shack are businesses that are looking for an office site and those who are concern of the environment. There are many segmentation bases in business market which includes company size, industry, operating practices, culture and geographic. This report will further analyse on cost based pricing, a type of pricing strategy currently used by Eco- Shack developer. This strategy is commonly used by smaller firms because it is easy to be implemented and allows firms to estimate their profit margin more accurately. However, this strategy does not respond to market change, thus we can say that the...
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...those identified by Hofstede. This paper describes the differences between Ray Betzell’s and Chiu Wai’s perspectives on the SHOU Fabrics’ ROI in terms of the GLOBE project value dimensions. It will explain which of the differences is most central to the issue at hand and why and develops a strategy for addressing the situation. It will also explain how the strategy will appease Ray’s boss back in the U.S. Lastly the specific benefits to the strategy will be laid out. Shui Fabris Perspectives on Shui Fabrics ROI of the Globe Ray Betzell who is the general manager of an overseas venture with Shanghai Fabrics Industry and Rocky River Industries appears to be torn between the two companies. Though he spent many years of producing; Rocky River’s President Paul Danvers was not pleased with the company’s annual returns on investment (ROI) of 5%. Chui Wai who is a deputy general manager, believed that Shui Fabrics had a good balance for the ROI and that there was the right level of profit, “not too much and not too little.” Paul Danvers felt that the annual return should be somewhere around 20% because of the amount of years that they were in partnership. Ray Betzell and Paul Danvers discussed the production of the company and the output of that alternative methods, he also gave the option of terminating his contract with Shui or everyone coming to an agreement on how to generate better ROI. There are differences between Ray and Chiu’s...
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...Executive Summary The purpose of writing this report is to evaluate and provide sound advices to the company, Venture Simulation Ltd on its business simulation game, Sim Venture. Several recommendations will be given for future improvements based on the main business areas of the company. In recent years, the business simulation industry is growing rapidly. With outstanding product design and feature, more and more educational institutes and commercial organizations demand the business simulation to provide their students and staffs quality business and entrepreneurship learning. Since there is a potential market opportunity for the product, it is necessary to introduce a new product and implement an aggressive marketing strategy in the existing and new market in order to obtain sustainable competitive advantage for larger market shares. For scaling the venture, the owners emphasize the long lasting customer relationships to enhance the customer loyalty to the product. Effective intellectual property protection strategy must also be executed in order to prevent others from copying the simulation. Finally, several innovative strategies including effective marketing strategy, introduction of new product, penetrations of new markets are strongly recommended for better future business growth. Table of Contents Executive Summary Table of Contents 1. Introduction 1 2. Background of the Company 1 3. Market Opportunity 2 4. Product...
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...Summary Ella’s Kitchen is a business that specializes in 100% organic, healthy food products for babies and children. When Paul Lindley set up Ella’s Kitchen he wanted to provide a quality range of products aimed at promoting a healthy lifestyle for young people. His idea was to produce children’s snacks that were both good fun and good for the child. Paul targeted both children and their parents. He managed to do a deal with Nickelodeon whereby he received free advertising space for six weeks and in return Nickelodeon received a share of the profits. Plus, he insists that their propensity to tell it like it is makes them ideal focus group material. Developing a brand positioning that effortlessly sums up his mission to revolutionise kids’ eating habits by making healthy food tasty and fun. This compelling positioning can be seen in the company’s tactile packaging, the naming of their products as ‘The Red One’ and ‘The Yellow One’ and in their innovative approach. Theories Strategic Planning Based on the article, we can clearly sees that Ella's Kitchen's founder, Paul Lindley did a good job in strategic planning where company's strengths are used to take advantage of opportunities. He managed to do a deal with Nickelodeon whereby he received free advertising space for six weeks and in return Nickelodeon received a share of the profits. Product Differentiations Strategy Product differentiation strategy is to position one firm’s brand as different from competition in the...
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...Professional Higher Education Bachelor's Programme “European business Studies” Business plan: PAUL bakery’s franchise in Latvia Authors: Juta Stupele Laura Pushkina Margarita Ivanova Mihkeļs Kersna Nataļja Kersna Yevgeniya Grygorchuk Riga, October 2010 Table of contents 1. Executive summary ..................................................................................................................... 3 2. Company history ......................................................................................................................... 4 2.1. Happy Bakers Ltd. ............................................................................................................... 4 2.2. PAUL .................................................................................................................................... 4 3. Marketing analysis ....................................................................................................................... 6 3.1. Market segmentation ............................................................................................................. 6 3.2. Competition and buying patterns .......................................................................................... 6 3.3. Marketing strategy ................................................................................................................ 8 4. Products offered ..................................................................................
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...Delivering Business Value with IT at Hefty Hardware Poorna Pushkal Kumar Kashibhotla Wilmington University TABLE OF CONTENT Case Study - Delivering Business Value with IT at Hefty Hardware ……………………………3 Introduction ………………………………………………………………………………………3 Issues ……………………………………………………………………………………………..4 Recommendation …………………………………………………………………………………5 Conclusion ………………………………………………………………………………………..6 References ………………………………………………………………………………………..7 INTRODUCTION Delivering Business Value with IT at Hefty Hardware, this paper investigates the concerns and inadequacies in the IT and Business departments of Hefty Hardware. Thorough reading on the case is made and suggestions has been provided to successfully launch the savvy store. The case clearly communicates that there is no proper communication between the business and the IT departments. Cherly O’Shea, the VP of retail marketing at Hefty, is not at all happy with the way the IT is performing. She feels that IT personnel do not understand the idea behind the Savvy store program. She wants the IT people to support the Savvy Store and improve the customer experience, but IT people always keep talking about the internal stuff like infrastructure, bandwidth and technical architecture, which she is not concerned about. She feels that, she might have to go out of the company to get the savvy store accomplished. The COO, Glen Vogel, also adds word in word with Cheryl and agrees that Jenny Henderson, IT account manager just acts as...
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...ScienceDirect Procedia Economics and Finance 6 (2013) 418 – 423 International Economic Conference of Sibiu 2013 Post Crisis Economy: Challenges and Opportunities, IECS 2013 Global Strategy: the Case of Nissan Motor Company Sorin-George Tomaa, Paul Marinescua * a Faculty of Administration and Business, University of Bucharest, Romania Abstract The concept of global strategy has become prominent in the international business and management literature in the 1980s. The aims of our paper are to render in brief the concept of global strategy and to highlight some of the main strategy. Our paper contributes to a better understanding of the global strategy concept, and its designing and implementation in the business corporate world. Further studies can be carried on in emphasizing the role played by global strategies in achieving high performance in a changing environment. © 2013 The Authors. Published by Elsevier B.V. © 2013 The Authors. Published by Elsevier B.V. Open access under CC BY-NC-ND license. Selection and peer-review under responsibility of Faculty of Economic Sciences, Lucian Blaga University of Sibiu. Selection and peer-review under responsibility of Faculty of Economic Sciences, Lucian Blaga University of Sibiu. Keywords: global strategy; corporation; business; Nissan. 1. Introduction As the process of globalization has entered a new phase in the 21st century, many corporations think of expanding to new locations because of different issues...
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...The Paul Olsen case describes the situation for a decision that Paul Olsen needs to make. Paul and Robert Rose devised a plan to open a piano bar in a new urban mall development in Pittsburg, PA. If successful, Paul and Robert would add a restaurant and café at the same location to grow their business. With three and a half months before opening, Paul did not have enough investors to fund the startup costs, so he needs to decide whether to invest all of his student loan money ($12,500) to maintain the timetable for the opening. Similar to the R&R case, the Paul Olsen case is about identifying risks and developing strategies to manage that risk. By controlling risk, Paul is able to minimize his exposure to potential losses if the business does not succeed. Paul’s history of running small businesses since he was a teenager definitely helped him negotiate favorable terms to mitigate some of that risk. For example, he signed the option for the space without having to pay a down payment, and he negotiated a favorable 15 year lease for a flat rate plus a percentage of revenue. Knowing his history, he likely negotiated favorable terms with the subcontractors building the piano bar as well. Paul and Robert also developed strategies to reduce their startup and operating costs. Instead of opening a restaurant, they decided to first open a piano bar. With cash flow from the bar, they could then add a restaurant and café in later years. They also minimized the remodeling...
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...Paradise, Part II Betty A. Brown University of Phoenix Critical Thinking: Strategies In Decision Making Willetra Brittain November 9, 2011 Paradise Decision Part II The mission statement of Wilsons Leather is “to run a successful business while successfully assisting the community”. While the success of any business is important for the C.E.O and management of the business, the company should also be involved in the community events and be accountable for social responsibility. As Kava is a small island in which tourism and young high school to college students account for its population (University of Phoenix, 2011). Some changes to the company would be beneficial. For example, having a Decision-Maker thinker in the group is a good starting point. Some of the attributes of a decision maker are the thinking styles critical thinker might poses are: collective, democratic Autocratic or concessions. In addition, risk management/risk rating system (RSS) is an important attribute to have in a company, especially when the business is being based at an area where some of the business threads are diseases such as HIV/AIDS. Being able to identify the interference and assumptions (Elder & Paul, 2002) of this location is key to implement the appropiate decision-making technique. Although all of the decision-making techniques are functional and produce a significant turnaround for the business, the technique most appropriate would be the collective style accompanied...
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...2.2 Business Segments 5 2.3 Cost Pricing Approach 7 3.0 Recommendations 8 3.1 BRANDING AND POSITIONING 8 3.2 Alternative Pricing Approach 10 4.0 Conclusion 11 List of reference. 13 Executive Summary The objective of this report is to identify the target market and position the product well in consumers mind so as to increase the sales and market share. For a product to be accepted in the market by consumers, an effective marketing strategy must be implemented. This report is divided into five parts which are introduction of the scenario, followed by identifying the consumer segment, business segment, merits and demerits of cost oriented pricing, branding and positioning and an alternative pricing approach for the eco shack. Behaviour segmentation variable for consumer market is an appropriate way to identify the consumer segment for the Urban- Eco Shack. This process of segmenting the market involves analyzing the behavior of consumers in terms of usage, price sensitivity and the response towards brands. The features of the Urban – Eco-shack can influence the behaviour of the customers like the size of the accommodation makes it suitable for city dwellers as it is highly occupied with buildings and houses, therefore, the volume usage in urban areas will high and this is an appropriate consumer segment for the Urban Eco-shack. On the other hand, retailers who are close to the market in the supply chain are the profitable business segment for Doug and Pauls Urban...
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...Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Corporate Responsibility and Marketing Strategy Terrance Brinson Strayer University Contemporary Business 508 Dr. Jean Fonkoua April 28, 2014 Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Abstract This paper examines the corporate responsibility and marketing strategies of Apple Corporation. Also, discussed in this paper are the challenges that Apple has faced with factory workers, and trying to balance social responsibility and corporate performance to continue to keep its competitive advantage over its competition. Apple has proven to be a benchmark in the electronic industry by brand recognition, producing several different products which include iPod and the MacBook. Apples marketing strategy is focused on providing the best consumer experience in the world. By investing heavily in education, Apple is also helping their workers learn new skills so that they can better understand their rights. With continuing efforts, you will see in this paper how Apple is trying to strengthen their programs to help suppliers protect their workers. Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Introduction Apple is a multinational company that is headquartered in Cupertino, California, that designs, develops and sells consumer electronics, computer software and personal computers. Their best-known hardware products are the Mac line of computers, iPod media...
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...Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Corporate Responsibility and Marketing Strategy Terrance Brinson Strayer University Contemporary Business 508 Dr. Jean Fonkoua April 28, 2014 Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Abstract This paper examines the corporate responsibility and marketing strategies of Apple Corporation. Also, discussed in this paper are the challenges that Apple has faced with factory workers, and trying to balance social responsibility and corporate performance to continue to keep its competitive advantage over its competition. Apple has proven to be a benchmark in the electronic industry by brand recognition, producing several different products which include iPod and the MacBook. Apples marketing strategy is focused on providing the best consumer experience in the world. By investing heavily in education, Apple is also helping their workers learn new skills so that they can better understand their rights. With continuing efforts, you will see in this paper how Apple is trying to strengthen their programs to help suppliers protect their workers. Running Header: CORPORATE RESPONSIBILITY AND MARKETING STRATEGY Introduction Apple is a multinational company that is headquartered in Cupertino, California, that designs, develops and sells consumer electronics, computer software and personal computers. Their best-known hardware products are the Mac line of computers, iPod media...
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