...ABSTRACT: This new age economy, with its attendant paradigm shifts in relation to the human capital, in terms of its acquisition, utilization, development and retention, has placed a heavy demand on today’s HR professionals. Today HR is expected to identify potential talent and also comprehend, conceptualize and implement relevant strategies to contribute effectively to achieve organizational objectives. Hence a serious concern of every HR manager in order to survive this ‘War for Talent’, is to fight against a limited and diminishing pool of qualified available candidates to replace valuable employees when they leave, dramatically underscoring the difficulty to attract, motivate and retain the best employees in an organization. Our project covers the introduction and importance of talent management. It is followed by the application of talent management in National Bank of Pakistan and recommendations for the bank to retain and improve its talent. LITERATURE REVIEW: A detailed survey of the concerned literature has been carried out based on various journals, reviews concerned magazines and internet and presented below: Any Organization needs to have a vision and a well defined strategy on hiring for the future. We should have the right talent to attract and retain the best available talent for which a number of measures for talent management are required. [KARTHIKEYAN, 2007]. Emphasis has been paid on initiatives that can be put in place to help organization to retain...
Words: 3874 - Pages: 16
...MKTG 3030 D Final Report Group 1 Content Executive Summary ................................................................................................................................................. i Part Ⅰ: Situational Analysis 1. 3C Analysis: Company, Competition & Consumers...................................................................................... 1 2. 4P analysis: Product, Price, Placement & Promotion .................................................................................... 2 Part Ⅱ: Campaign 1. Target Market: Profile & Refinemnet .......................................................................................................... 4 2. Communication Objectives .......................................................................................................................... 4 3. Message Strategy: CFR, POP & POD.......................................................................................................... 5 4. Creative Strategy: Discover our excellent & Definr your excellent ............................................................ 5 5. Media Strategy: Objective, Media choices & Measurement ........................................................................ 8 6. Campaign Budget: Overall Budget & Distribution .................................................................................... 10 7. Research Strategy ........................................
Words: 6508 - Pages: 27
...(mkt-penetration strat) --> men (new market strat) --> other countries (geo-expan strat) E.g.: J&J Baby shampoo: birthrate declining --> ads target adults --> leading brand • New uses Cereals: as snacks --> increase frequency of use OJ: “not for breakfast anymore” Du Pont nylon: parachute-->pantyhose-->blouses & shirts --> auto tires -->seat belts --> carpeting Arm & Hammer: baking--> fridge deodorant --> quell kitchen grease --> carpet/pet deodorant --> bath tub relaxant --> toothpaste --> ???? • More usage: Michelin: want French to drive more --> rate restaurants (best in south --Provence & Riviera) --> publish guidebooks with maps and sights along the way 2. DEFEND MARKET SHARE • decide where to defend • continuous innovation along Mktg Mix Position defense: - purely defensive not enough --> must take offensive counter-measure Eg: Coke --> multi segments of cola mkt --> enter wine market --> acquire fruit drink companies --> desalination equipment --> plastics Flanking defense: - guarding territory not enough - create outposts/flanks: --> protect weak front --> invasion base for counter-attack Eg: Hyvee: supermkt still dominant yet facing challenges from other retailers flanking strategy: strengthening via superstore concept --> • traditional foods - meat/canned/packaged • non-traditional --> ethnic foods, wines • prepared foods --> restaurant, take out, salad bar, bakery • non-food retailing --> clothings, garden store, • services: catering, party planning Classic...
Words: 1301 - Pages: 6
...Swiss Army: Diversifying Into The Fragrance Business Student Name: Xiaoyue LYU A00382505 Course Number: MKTG 2270.1 Problem: Should Victorinox maintain the company current product portfolio or should they really diversify their product line into the fragrance business? Analysis: * Victorinox currently has five different product line: Swiss Army Knife, Cutlery Knife, Watch and Luggage, all categories have common core value of quality, innovation, functionality and iconic design. * France market has huge potential for Victorinox with $23.5 billion market value and 65% in the premium market which suit Victorinox’s position, also there is 33% in mass market which could be considered. * There are positive forecasts on growing middle class in emerging markets. Also there are growing demand from consumer in Generation Y, which are in their late teen to middle age. * According to company history, it had been successfully transferred brand attributes to watches and luggage before in 1989 and 1999. * Victorinox has large number of shop-in-shop retail stores and strong relationship with e-commerce sites for luxury products. This proved that they have ability to sale its fragrance product, as for fragrance market 55% of the market are being distributed by department stores and special stores. * Consumers are recognizing brand-consciousness especially for well-known brand. Victorinox represents strong brand image - reasonable price for top quality products...
Words: 589 - Pages: 3
...Tablet PC Advertising Plan [pic] Written by: Emily Bowers Erin Sullivan Dr. Taylor’s-MKTG 341 Table of Contents I. Executive Summary 3 a. Summary of Situation 3 b. Summary of Advertising Objectives 3 c. Summary of Advertising Strategy 3 II. Situation Analysis 4 a. Competitive Marketing Positioning 4 b. Target Market Description 5 i. Market Segments Identified 5 ii. Primary Market 5 iii. Secondary Market 6 III. Advertising Objectives 7 a. Primary or Selective Demand 7 b. Quantified Expression of Objectives 7 c. Length of Time for Achievement of Objectives 7 IV. Advertising Strategy 8 a. Product Concept 8 i. Product or Market Positioning 8 ii. Product Differentiation 10 b. The Communications Media (Media Plan) 11 i. Definition of Media Objectives 11 1. Reach 11 2. Frequency 12 3. Gross Rating Points 12 4. Continuity, Flighting, Pulsing 12 c. Determination of Which Media Reach the Target Audience Best 13 i. Traditional Mass Media 13 1. Television 13 2. Newspapers 14 3. Magazines 14 ii. Other Media 15 1. Interactive/Digital Media 15 2. Publicity 15 3. Sales Promotions 16 4. Other Media 16 d. Advertising Message 17 iii. Copy Elements 17 1. Advertising appeal to use 17 2. Copy Layout 17 3. Key Consumer Benefits 18 4. Product Personality or Image 18 5. Slogan to Use...
Words: 943 - Pages: 4
...Marketing Management MKTG 5150, 007, 077, 080, 086 Fall 2013 8W Instructor: Kenneth N. Thompson, Ph.D. Professor of Marketing & Logistics Office Hours: 1:30 – 3:30 TTh and by appointment E-‐mail: kenneth.thompson@unt.edu. Only use this e-‐mail address if you cannot reach me via the Blackboard Learn e-‐mail facility. Use the ‘e-‐mail’ selection on the Learn menu bar (left side of the Learn window). E-‐mail traffic initiated via Blackboard Learn is specifically flagged to get my attention. By the way, do not expect me to respond to e-‐mail on weekends or after 5:00 p.m. on weeknights. I am often online during these times, but there are no guarantees with my extensive travel schedule this Summer. Roger Kerin and Robert Peterson (2010), Strategic Marketing Problems: Cases and Comments, 12th Ed. (Upper Saddle River, NJ: Pearson Prentice Hall) ISBN-‐13: 978-‐0-‐13-‐...
Words: 6865 - Pages: 28
...Sweet Poison- Epidemic of the 21st Century! TEAM RISKY BUSINESS DEEPAK JOSHY JOBIN RAJ NEERAJA S RAVI TEJA POLINENI VIGNESH SANKAR J CONTENTS 1.0 INTRODUCTION ................................................................................................................................1 2.0 OBJECTIVES .......................................................................................................................................2 2.1 Decision Maker’s Problem: ....................................................................................................2 2.2 Market Research Problem: ....................................................................................................2 3.0 DESK RESEARCH .............................................................................................................................3 3.1 Purpose.....................................................................................................................................3 3.2 Procedure ................................................................................................................................5 3.3 Summary .................................................................................................................................5 4.0 RESEARCH DESIGN: ......................................................................................................................6 4.1 Exploratory Research ...............................................
Words: 2122 - Pages: 9
...Summer Preparatory Session PGP 2013-15 Case Based Interviews SAMPLE QUESTIONS • Our client is a large auto manufacturer who is thinking about making a device that will increase the fuel efficiency of the car by 20%. What is the market for the product? What should it be priced at? • Our client is the PVR. They want a growth strategy for the next five years? What are your recommendations? • Our client is Kingfisher. Their main product is Kingfisher beer. They want to know if they can switch from glass to plastic bottles. What are the advantages and disadvantages of such a move? Also estimate the size of the Indian Beer Market Case Based Interviews EVALUATION • Evaluation predominantly depends on your thought process and not the final solution • Normally 3 rounds of interview and one HR interview • Interviews would most probably include guesstimates as well` PREPARATION • • • • Groups of 3 (Interviewer, Interviewee, Observer) Case Handbook (ISB, IIM Indore) Case in Point One case a day Scenario #1 NEW MARKET ENTRY As CEO of Myntra.com, would you enter the online book retail market? Size Growth Rate Strategic fit Does the market entry fit the business objectives of the firm? Market state Lifecycle stage Market Gaps (Target Market) Scenario #1 NEW MARKET ENTRY Competitors and their market share Product/Service Differentiation Threat of substitutes Entry/Exit barriers Internal Development Purchase Contract Resource Acquisition Joint venture ...
Words: 1226 - Pages: 5
...Assignment 3 Revlon for Men 1 Terika Slocumb November 18, 2012 Assignment 3: Revlon for Men? “Ubersexuals and the Changing Male Landscape” MKTG 510 Consumer Behavior Dr. Adina Scruggs Assignment 3 Marketing Strategy Revlon for Men 2 Revlon is a world leader in cosmetics, skin care, fragrance and personal care and is a leading mass-market cosmetics brand, alongside L’Oreal’s Maybelline and Procter & Gamble's Cover Girl. Their vision is to provide glamour, excitement and innovation through quality products at affordable prices. They have developed a long-standing reputation as a trendsetter in the world of cosmetics, skin care, fragrance, and personal care (www.revlon.com). Truth is, men are very different to market to than women. Men are very focused and goal-oriented. According to Morgan (n.d.), career enhancement, ego booster, sense of competitiveness and attention and admiration from women are the motives behind the need for cosmetic products. Tying these existing needs for belongingness and esteem to men’s cosmetics will create demand for the brand. Subtleness and convenience are some of the product attributes that researchers found to be important to male consumers in buying and experiment with cosmetics. Complete Product Line include convenient combo of a natural smelling three-step skin care; facial soap, cleanser and moisturizer, shaving products, deodorants...
Words: 1708 - Pages: 7
...MEASUREMENT IN MARKETING RESEARCH Chapter 8 Brand loyalty – can be defined as the last brand acquired, or can be defined as the person’s most preferred brand. 3 Basic Question-Response Formats 1. Open-ended question – presents no response options to the respondent. Rather, the respondent is instructed to responds in his/her own word. 2 Types of Open-ended Question a. Unprobed format – seeks no additional information from the respondent. b. Probed format – the researcher wants a comment or statement from the respondent, or simply wants the respondent to indicate a name of a brand or a store. Response probe – instructing the interviewer to ask for additional information. Pros and Cons of Alternative Response Formats Response Format Examples: Pros (+) and Cons (-) Unprobed open-ended question “What was your reaction to the Sony CD player advertisement you saw on TV last?” + Allows respondent to use his/her own words. - Difficult to code and interpret. - Respondents may not give complete answer. Probe open-ended question “Did you have any other thoughts or reactions to the advertisement?” + Elicits complete answers. - Difficult to code and interpret Dichotomous closed-ended question “Do...
Words: 5211 - Pages: 21
...KEY TERMS CHAPTER 1 Customer Equity-is the combined discounted customer lifetime values of all the company’s current and potential customers. Customer Lifetime Value-companies are realizing that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage. Customer Perceived Value-the customer’s evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. Customer Relationship Management-is the overall process of building and maintain profitable customer relationships by delivering superior customer value and satisfaction. Customer Satisfaction-depends on the product’s perceived performance relative to a buyer’s expectations. Demands-human wants that are backed by buying power Exchange-is the act of obtaining a desired object from someone by offering something in return Internet-a vast public web of computer networks that connect users of all types all around the world to each other and to an amazingly large “information repository’ Market-is the set of actual and potential buyers of a product Marketing-the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return Marketing Concept-holds that achieving organizational goals depends on knowing the needs and wants of target markets and building profitable relationships...
Words: 50597 - Pages: 203
...Transforming Lives Communities The Nation …One Student at a Time Disclaimer Academic programmes, requirements, courses, tuition, and fee schedules listed in this catalogue are subject to change at any time at the discretion of the Management and Board of Trustees of the College of Science, Technology and Applied Arts of Trinidad and Tobago (COSTAATT). The COSTAATT Catalogue is the authoritative source for information on the College’s policies, programmes and services. Programme information in this catalogue is effective from September 2010. Students who commenced studies at the College prior to this date, are to be guided by programme requirements as stipulated by the relevant department. Updates on the schedule of classes and changes in academic policies, degree requirements, fees, new course offerings, and other information will be issued by the Office of the Registrar. Students are advised to consult with their departmental academic advisors at least once per semester, regarding their course of study. The policies, rules and regulations of the College are informed by the laws of the Republic of Trinidad and Tobago. iii Table of Contents PG 9 PG 9 PG 10 PG 11 PG 11 PG 12 PG 12 PG 13 PG 14 PG 14 PG 14 PG 14 PG 15 PG 17 PG 18 PG 20 PG 20 PG 20 PG 21 PG 22 PG 22 PG 22 PG 23 PG 23 PG 23 PG 23 PG 24 PG 24 PG 24 PG 24 PG 25 PG 25 PG 25 PG 26 PG 26 PG 26 PG 26 PG 26 PG 26 PG 27 PG 27 PG 27 PG 27 PG 27 PG 27 PG 28 PG 28 PG 28 PG 28 PG 28 PG 33 PG 37 Vision Mission President’s...
Words: 108220 - Pages: 433
...UNIVERSITY OF ARUSHA MBA IN MARKETING AND ENTREPRENEURSHIP COURSE TITLE: SERVICE MARKETING AND PLANNING MANAGEMENT COURSE CODE: MKTG 627 PARTICIPANTS NAME: SAITOT K JOEL REG //: 2015010034 NAME: STEPHEN L SULTAN REG //: 2015010035 LECTURER’S NAME: Dr. JANETH ASSIGNMENT N0 1 Describe the stages of the product life cycle and how marketing strategies change during the product life cycle. INTRODUCTION All products and services have certain life cycles. The product life cycle refers to the period from the product’s first launch into the market until its final withdrawal and it is split up in phases. During this period significant changes are made in the way that the product is behaving into the market i.e. its reflection in respect of sales to the company that introduced it into the market. Since an increase in profits is the major goal of a company that introduces a product into a market, the product’s life cycle management is very important. Some companies use strategic planning and others follow the basic rules of the different life cycle phase that are analyzed later. The understanding of a product’s life cycle, can help a company to understand and realize when it is time to introduce and withdraw a product from a market, its position in the market compared to competitors, and the product’s success or failure. For a company to fully understand the above and successfully manage a product’s life...
Words: 2189 - Pages: 9
...SYNOPSIS The SIP titled, To study The Market Share of Godrej in providing Conferencing Solutions with other Companies in BHOPAL’. The main objective of the study was to know how the of Godrej sale perceive in Bhopal City. Customers are satisfied with the services provided by Godrej and also to identify the factors affecting the preferences of the customers. The other objective of this report is to know the needs and wants, buying behavior of the customers toward their products. As a part of my study I covered most of the Area in Govindpura Industrial area. There are 50 Dealers which are surveyed by me in a given time of period of 45 Days. The sampling technique used for this study was simple random sampling and the sample size was 50. The tool which I used to analysis the data was simple average method and the data’s where put in tabular form as well as in chart form also. In that manner we prepared a questionnaire of 17 questions which reflects all the aspects of our report. Executive Summary The project deals with finding out the demand and trend of Godrej’s Conferencing solutions in Bhopal. The project was limited to corporate offices only. The project focused in answering 6 basic questions. ❖ Overall demand of Conferencing solutions. ❖ Godrej’s current market share in this segment. ❖ Strengths and weakness of Godrej Conferencing solutions. ❖ Resolve, what factors Godrej Prima division needs to ponder on to increase its market...
Words: 9250 - Pages: 37
...Chapter 5 Normalization of Database Tables Discussion Focus Why are some table structures considered to be bad and others good and how do you recognize the difference between good and bad structures? From an information management point of view, possibly the most vexing and destructive problems are created through uncontrolled data redundancies. Such redundancies produce update and delete anomalies that create data integrity problems. The loss of data integrity can destroy the usefulness of the data within the database. (If necessary, review Chapter 1, Section 1.4.4, “Data Redundancy”, to make sure that your students understand the terminology and that they appreciate the dangers of data redundancy.) Table structures are poor whenever they promote uncontrolled data redundancy. For example, the table structure shown in Figure IM5.1 is poor because it stores redundant data. In this example, the AC_MODEL, AC_RENT_CHG, and AC_SEATS attributes are redundant. (For example, note that the hourly rental charge of $58.50 is stored four times, once for each of the four Cessna C-172 Skyhawk aircraft – check records 1, 2, 4, and 9.) Figure IM5.1 A Poor Table Structure [pic] |[pic] The figures shown in this discussion show the contents of the IM_Discussion database. This database is located on the teacher’s CD. The | |Student Online Companion also includes SQL script files (Oracle and SQLServer) for all of the data sets used throughout the book. ...
Words: 9797 - Pages: 40
