...must focus on consistency without much deviation from their core products. For this reason Harley Davidson must identify opportunities for growth within their current business, or intensive growth. In intensive growth it is the goal of Harley Davidson’s management to review any opportunities for improving existing business. To do this they use the product expansion grid, which considers growth opportunities for current and new markets and products. Within the expansion grid there are three strategies that include “market penetration”, “market development”, and “product development.” Harley Davidson utilizes all three intensive growth strategies to increase their sales and profits. Harley Davidson uses the “market penetration strategy” to gain more share with its current products in its current markets by doing what they do best and sticking to it. Harley management applies their marketing appropriately in accordance with their customer’s needs, and nothing more. They market to passionate riders who immediately feel an “attitude adjustment” upon starting up their hog. Through the sub culture that Harley Davidson products have created over the years they must encourage current customers to buy more by offering products other than motorcycles such as clothing, events, museums, and community gatherings that all help them obtain more market share in their current market. When it comes to utilizing the “market development strategy” Harley Davidson has identified potential...
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...PRODUCT /MARKET EXPANSION GRID New Existing New Existing FIGURE 1 Figure 1 above shows the product/market expansion grid model of Ansoff that has proven to be very useful in business strategy processes to determine business growth opportunities. This model has two dimensions which are products and markets. There four strategies altogether in this model, one for each quadrant. First quadrant is about market penetration, second is about product development, third is about market development and lastly is diversification. Mc Donald’s product/market expansion grids are as follows: Market penetration Marketing efforts of the company to offer their existing product in the current market is called market penetration strategy. This strategy is when the company is looking to adapt for increasing their sales and profits. The best way to do this is to attract the competitor’s customer and looking for potential customer for the existing products. There are three major way to increasing current product market share which are encourage current customer to buy more, attract competitor’s customer, and convince non-user to use the products. McDonald’s current products are Big Mac, Grilled chicken Foldovers, Quarter Pounder, Beverages, and others. As for their current market, they have students, working professionals and also families. In order to increase their market, Mc Donald’s collaborate with institutes and universities for opening an...
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...will elaborate on the target market, whether the product satisfies a need, want or demand, whether the ad conveys the value that the product will offer to the customer, where the product falls on The Product/Market Expansion Grid, whether it addresses the marketing mix, the marketing position of the product, whether the product addresses any macroenvironmental issues, and finally if the ad is effective. Who is the Ad Targeted At This ad is targeted at young adults and men. It is evident that the ad is targeted at men just by the manly aura it conveys. The ad shows a man with a muscular physique in a bath tub riding a motorcycle made out of suds from soap with a woman sitting on the edge of the bath tub. The ad is also evident that it is targeted towards men is because the Old Spice products that are advertised in this product is intended for men. Need, Want, or Demand This product satisfies a want because it is not a necessity for most consumers. A want is described as a desire for a particular product we use to satisfy a need in specific ways that are culturally and socially influenced. In our society, it is expected of us to practice good hygiene. So, it is a necessity to purchase products that practice good hygiene. However, buying Old Spice products is a want because consumers are not expected to buy Old Spice products. Conveying the Value of the Product This ad does convey the value that the product will offer the consumer. The product that the ad is conveying is bathing...
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...Opportunities, Threat (SWOT) Analysis 6 Section B for question 2 4 Product/Market Expansion Grid 5 Product/Market Expansion Grid Cont’ 6 Section C for question 3 4 Demographic characteristics 5 Perceptual Map 5 Integrated Marketing Communication (IMC) 6 Conclusion 4 References 4 Introduction Executive Summary The initial part of the report compares Shanghai Tang with 2 others luxury ready-to-wear brands in the western market, namely Chanel and Dior. It discusses the demographic and cultural environmental forces faced by Shanghai Tang when competing with other luxury ready-to-wear brand in the western market followed by a SWOT (Strengths Weaknesses Opportunities and Threats) analysis to identify both the internal environment (strengths and weaknesses) and external environment (opportunities and threats) that Shanghai Tang is facing. Through the SWOT analysis, we came up with a recommendation to either defend or expand Shanghai Tang’s market position. Secondly, a product expansion grid was used to discuss the possible strategies Shanghai Tang can adopt for expansion. The product expansion grid was also used to determine business growth opportunities. It consists of four quadrants, each representing one strategy. The four strategies are Market Penetration Strategy, Market Development Strategy, Product Development Strategy and Diversification. The last section of the report...
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...take purchase orders. Internet has made it possible for Coca-Cola Company to build a strong relationship with its bottling partners. Although in most cases they operate as two independent companies, internet makes it easier for them to interact with each other. The Coca-Cola Company’s business is focused on creating and marketing their brands and trademarks, while Coca-Cola bottling companies produce and package the finished beverage products and then sell and distribute them to our retail and WHOLESALE customers Coca-Cola Company's work together with more than 300 bottling partners globally and operate the most extensive beverage distribution system in the world. This Coca-Cola system owns, leases or operates more than 800 plants around the world. Coca-Cola's bottling partners range from international and publicly TRADED businesses to small, family-owned operations. Their governance and management structures are separate from those of The Coca-Cola Company. There are more than ten local bottlers in Canada but the vast majority of Coca-Cola products are manufactured and distributed by the Coca-Cola Bottling Company (CCBC).Coca-Cola uses two types of search engines in order to follow its B2C model; Crawler based search engine and human powered directories. Putting online advertisements, also known as banner ads, is rapidly growing in today's business....
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...business in fields as diverse as Pharmaceuticals, Toiletries, Garments, Textile, Information Technology, Health Products, Food Products, Hospital, etc. With annual turnover above US $ 450 million and with a workforce more than 22,000, square today is a true icon in Bangladesh business sector. The journey begins Square started out as a small scale pharmaceutical venture in 1958.It was a partnership effort of four young and enterprising men whose determination and passion saw it through the turmoil of the incipient period. By its fourth year, Square turned into a profit making organization. Milestones: SQUARE 1958: Debut of Square Pharmaceuticals as a partnership farm 1964: Converted into a Private Limited Company 1974: Technical Collaboration with Janssen Pharmaceutica, Belgium, a subsidiary of Johnson and Johnson Intl, USA. 1982: Licensing agreement signed with F.Hoffman-La Roche Ltd., Switzerland. 1985: Achieved leadership in pharmaceutical market of Bangladesh among all multinational and national companies. 1988: Debut of Square Toiletries Ltd. As a separate division of Square pharma 1994: Initial public offering of Square Pharmaceuticals Ltd’s shares. : Square Toiletries ltd. becomes a private limited Company. 1995: Chemical Division of Square Pharmaceuticals Ltd. Starts production of pharmaceuticals bulk products (API). 1997: Square Pharmaceuticals Ltd won the National Export Trophy. : Debut of...
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...Who is the ad targeted at? The main target market is women. The ad is targeted at women who enjoy using nail polish on their nails and designs that they can create. This can be concluded by looking at the title “Fashion at your fingertips” giving the idea that you can have fashionable nails that is affordable and easily accessible. The women are of various ethnicities because in the ad you can see various skin tones on the women’s hands that are displayed. The ad further targets women who are busy and looking for a quick manicure in minutes of good quality. Does the product satisfy a need, a want, or a demand? The product satisfies a want because women desire a particular product that is offered by Sally Hansen. Wants are unlimited while resources are limited. From this ad, the want is beauty that works by Sally Hansen’s nail color pens and nail art pens. The target market for this ad includes women who want fashionable colors and designs for their nails. Sally Hansen provides that want with a new product and fun, fashion shades. Does the ad convey the value that the product will offer the customer? The ad conveys the value of having fashion at your fingertips and being able to have salon quality nails quickly with Sally Hansen’s conditioning formula that allows nails to dry quickly. The nail pens’ formula also has panthenol, vitamins, and UV protection. The nail art pens provide a pen point to activate color that allows the consumer to design nails easily...
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...Term Paper Title : Strategic Planning and the Marketing Process (Chapter: 2) Prepared For : Syed Abul Kalam Azad Professor Department of Marketing Faculty of Business Studies University of Dhaka Members Profile : (i) Md. Ershadul Islam Id no: 41323024 E-mail: ershad1811@yahoo.com Phone: 01717-461080 Position: Manager (ii) Md. Masum Sarder Id no: 41323033 E-mail: masum.sarder@gmail.com Phone: 01913-135057 Position: Executive (iii) Abu Nasar Zahid-Al-Mahmud Id no: 41323008 E-mail: saadi013@yahoo.com Phone: 01912-027058 ...
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...top designer for consumer electronics, computer software, and personal computers. Their flagship devices include the Mac line of computers, the iPod music player, iPhone smartphone and the iPad tablet computer. They have also created the OS X and iOS operating systems, the iTunes media portal, Safari web browser, and the creativity and production suites iLife and iWork. With all of these solid, well-engineered ideas, Apple has established itself as the leader in the electronics world by creating simple, powerful, and high-quality technological solutions for consumers. On September 18, 2012, Apple stock broke through long-standing resistance levels of $680.0 and hit a new high of $702.33 per share. In order to reinforce Apple’s position as market leader in the consumer electronics industry, Steve Jobs and team designed the powerful iPhone 4S in 2011, causing the stock price’s upwards trend in anticipation for the iPhone 5, setting the stage for achieving the milestone. However, things started to take a turn for the worse last year, after the release of the iPhone 5, leaving consumers terribly disappointed by the quality and lack of innovation of the new model. Many blamed it on the death of Steve Jobs in October the year before, as he was the pedantic mastermind behind Apple, at times an almost obsessive micro-manager whose impact became clear as the iPhone 5 was released with countless imperfections – something that was unthinkable during Jobs’ reign. Since his passing, many Apple...
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...Asessment Number 1 Word Count Student Number Table Of Contents 1. Outcome 1 2.1 External Forces that impact on Alphabet Games. A PESTEL (political, Economic, Socio-cultural, technological, environmental and legal) has allowed me to analyse Alphabet Games Macro environment and upon doing this have picked the four factors that I feel have influenced the company most. 2.2.1 Legal Factor The first factor I noticed was a legal one, which involved the black market and the rise in pirate copies of computer games. The lose of sales and profits can be expected due to customers purchasing these copies as oppose to games directly from Alphabet Games and so in order to cope with this problem A.G moved into the market of producing flash games for big business clients. 2.2.2 Technological Factor The next factor, which I felt influenced heavily on A.G, was a technological factor and the introduction of HD Gaming to the games market. In response to this A.G invested heavily in new staff and new equipment. 2.2.3 Economic Factor Another factor that I noticed A.G reacted to was the increased production costs which, were caused due to economic conditions. A.G in order to remain profitable outsourced some of their work abroad. 2.2.4 Socio-Cultural Factor The last important factor I acknowledged was a social factor and was that consumers now desired better graphics in relation to how characters moved and behaved...
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...Principles of Marketing Referential answers for assignments Chapter1 D3 Discuss the differences between the production, product, selling, marketing, and societal marketing concepts. Identify circumstances where each one may be appropriate. The production concept: consumers will favor products that are available and highly affordable, which is useful when demand for a product exceeds the supply. The product concept: consumers favor products that are highest in quality, performance, and innovative features, which focus on continuous product improvement. The selling concept: consumers will not buy enough of products unless it undertakes a large-scale selling and promotion effort. Firms often practice the selling concept when they face overcapacity. The marketing concept: achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. It works best in competitive markets where companies are in tune with customer’s product requirements. The societal marketing concept: marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and the society’s well-being. This concept is used by firm’s wishing to take a long-term view of their operations. A1 Human needs are a basic desire for things one does not have (e.g., clothing). These needs are transformed into specific wants by one’s individual personality and the culture in which one lives...
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...Opportunities 2.3 Weakness 2.4 Threats 3.0 ……………………………………………………………….Product 4.0 …………………………………Product/Market Expansion Grid 5.0 …………………………………………….Environmental Analysis 6.0 ………………………………………The New Development Plan 7.0 …………………………………………………………...Conclusion Introduction: IKEA was founded in 1943, by 17 year-old Ingvar Kamprad in Sweden, the company is named as an acronym comprising the initials of the founder’s name, the farm where he grew up (Elmtaryd), and his home parish (Agunnaryd, in Smaland, South Sweden) . From the heart of the Swedish mountains, the idea of IKEA developed in a way to establish a relationship between its customers and everyday living environment. After its success, the company has opened 253 stores in 24 countries in 2008. Today IKEA is the world’s largest home furniture retail shop; they have a different concept for shopping. While families are choosing their own home designed furniture, they could rest in one of IKEA’s restaurant that serves Swedish food, or just buy the groceries from the designated shop in IKEA. Their concept differs from the usual idea of shopping; it combined an affiliation between economy and environment, to have the most suitable prices matching the daily lives of each one of us. In this project research, we discussed the prospects and intimidations of such a company in the market, the product suggested in the research would be a huge success in the commerce field. We have also provided...
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...* B2 – expansion grid is for detecting best growth strategies * Market Penetration- Company strategies based on market penetration normally focus on changing incidental clients to regular clients, and regular client into heavy clients. Typical systems are volume discounts, bonus cards and customer relationship management * Market Development -Company strategies based on market development often try to lure clients away from competitors or introduce existing products in foreign markets or introduce new brand names in a market. * Product Development -Company strategies based on product development often try to sell other products to (regular) clients. This can be accessories, add-ons, or completely new products. Often existing communication channels are leveraged. * Diversification -Company strategies based on diversification are the most risky type of strategies. Often there is a credibility focus in the communication to explain why the company enters new markets with new products. This 4th quadrant (diversification) of the product/market grid can be further split up in four types: * - horizontal diversification (new product, current market) * - vertical diversification (move into firms supplier's or customer's business) * - concentric diversification (new product closely related to current product in new market) * - conglomerate diversification (new product in new market) * Although already decennia old, the product/market grid of Ansoff...
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...Report on Environmental Analysis of Wind Turbine Market in India ‘Suzlon’s Perspective’ As the Part of the course “Marketing Management” Course Instructor Dr. Preeta Vyas Adani Institute of Infrastructure Management Date: 08/08/2011 Submitted By: Deepesh Vaishanava,Gyan Prakash,Jyoti Shanker Pandey, Neeraj Mehra,Raja Bhattacharjee,Ujjayini Chakraborty. (Group IV) Environmental Analysis of Wind Turbine Market in India: ‘Suzlon’s Perspective’ Selected Infrastructure Sector for study: -- Wind Energy. Selected Company: -- Suzlon. Suzlon: An overview Suzlon as a group aims to provide a strong renewable energy platform thereby promising to power a greener tomorrow, today. Together with its subsidiary REpower, Suzlon has grown to be the 3rd largest wind turbine supplier in the world ensuring it builds a strong and futuristic path for the wind energy sector. From initiating a wind power project, till completion and even beyond, Suzlon ensures that nothing stands in the way of it serving its purpose. Market Leader: In India market share more than 50% , International 6.9% , Largest in India & Asia End to End Solution: Vertical Integration: delivers end-to-end wind power solutions from assembly, installation to commissioning both on shore and offshore. The company manufactures blades, generators, panels, and towers. Downward integration: turnkey projects through its project management and installation consultancy, operations & maintenance services. Extensive R &...
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...If pants aren’t too short, they’re too long, or the waist doesn’t sit right, or the butt is too baggy or tight. I think everyone has dealt with this issue shopping for jeans. I want to help men and woman of all ages FINALLY get that perfect pair of customized jeans. We are passionate about making a quality product for our customers; we will offer supreme customer service and many incentives for future purchases. Our store will be an inviting environment and our staff will make everyone feel very comfortable and confident in themselves and our product. While we understand there is always competition in any market, we are confident in the fact that EBJ is a unique concept that cannot compare to the competition. We plan on reaching out to every person in every walk of life, not only will our product variety reflect our capability to attract a diverse clientele, but our prices will as well. Our goal is to spread the joy of our visions to “everybody” and let them see how remarkable our products, services, and ideas truly are. We want EBJ to be a household name, and we will be! With our drive and unique ideas for our company product and structure we rise above in the market nationally and internationally. This is an exciting adventure that we cannot wait to embark on, and we can’t wait to share it with the world one day! Table of contents Page Company Description…………………………………………………………………………6 Strategic Focus and Plan……………………………………………………………………..7 * Mission...
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