...Schultz Wines Limited: Pre-seen Information Examination Case Study: What type of organization is Schultz Wines Limited? Schultz Wines Limited was established in 1840’s by one of the founding winemaking families of Barossa Valley in South Australia who had migrated from Germany. The company was listed on the Australian Stock Exchange in 1996 and operates from a single site located in Barossa Valley. The company’s current Managing Director, Fred Schultz, is a fifth generation winemaker, a direct descendent of original Schultz family, and the company maintains the tradition of being an independent family wine company with premium brands, despite being a publicly listed company. What industry, product segments/markets does Schultz Wines Limited operate in? Schultz Wines Limited is the 7th largest company in the Australian Winemaking Industry and competes in key export markets in North America, Europe and Asia. Core activities cover grape growing and procurement, harvesting, crushing (includes crushing for other wineries), storage and fermentation of grapes and distribution to local & international markets, having vertically integrated, Schultz Wines has had its own vineyard and produce 20 per cent of its grapes requirements. Schultz Wines does not bottle its wines. They are bottled by a nearby bottler that also packs them ready for distribution to various markets. Schultz Wines operate in all three major product segments: Table wines (includes Red & White varieties)...
Words: 8694 - Pages: 35
...Brand Management Brand Value Chain - The below diagram is a typical model of brand value chain. It follows the process of developing a brand. There are two lines in this model, first line shows the various stages of developing the value of company and the second line consists of the multipliers which strengthen the relationship between the stages. Generally there are four value stages and three multipliers in a brand value chain model but for explaining the case of Starbucks we have excluded the fourth stage and the subsequent multiplier. Marketing Program Investor Customer Mind-set Market Performance Marketplace Conditions Multiplier Program Quality Multiplier Value Stages Multipliers * Product * Location * Advertising * Employee * Clarity * Distinctiveness * Relevance * Consistency * Price Premiums * Price Elastics * Market Share * Expansion Success * Cost Structure * Profitability * Awareness * Attitude * Association * Attachment * Activity * Competitive Reactions * Channel Support * Customer Size & Profile Marketing Program Investor Customer Mind-set Market Performance Marketplace Conditions Multiplier Program Quality Multiplier Value Stages Multipliers * Product * Location * Advertising * Employee * Clarity * Distinctiveness * Relevance * Consistency * Price Premiums * Price Elastics * Market Share *...
Words: 2894 - Pages: 12
...The Authors Călin Gurău, GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online...
Words: 7038 - Pages: 29
...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1363-254X.htm Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific...
Words: 7145 - Pages: 29
...COM10003 Learning and communication online Assessment 2B: Analysis of collaborative work The following is a review of Assessment 2A: Producing an online informational resource. I will be discussing, demonstrating and addressing the key criteria as it applies to my group’s now submitted assessment and how the factors of online collaboration affected the effective productivity of my group with reference to learning materials we have studied throughout. The shining example that comes to my mind is the strong leadership from one of our members, Will Martin. I am unfamiliar with Will’s background but he has a firm understanding of leaderships skills and abilities. He was immediately instrumental in getting us on track for a topic and discussing strengths/ weaknesses of group members Will Martin 8/4/15 “So my interests: Health, Food, Wine, Social issues (Bullying, refugees, indigenous, tolerance, politics), Travel, Artists, Filmmaking, Filmmakers, Writing, Blogging, Technology. I can do sports I suppose if inspired! lol. My skills: Html, Adobe Creative Suite 6, Video production/editing, graphic design, published author/writer.” Will Martin, taken from group Wiki transcript, Assessment 2B 8/4/2015 With strong frontline leadership we were able to: * Agree which individuals will carry out which specific tasks and responsibilities; * Agree a schedual for when tasks have to be completed; * Agree on what will be acceptable as a final group product -Donelan...
Words: 1106 - Pages: 5
...The Global Rise of STARBUCKS from casual coffee drink to a Gourmet Beverage Andrew W. Knowles DeVry University Professor: Michelle Lawson Management 303 SWOT Analysis Abstract As we trace the halls of “father time” there we come across a company that may not have the rich history of serving North America and the rest of the world for over 100 years. Or cannot be traced back to the establishment of our constitution, providing a strong wake up call to our founding fathers as they crafted the declaration of independence during the 1800’s. But what we find in history is a company that took its humble beginnings at Pike’s Place and crafted a casual drink into the world’s most recognizable brand. Whose customer base are loyal to the brand, and whose logo stands apart from all others. It has weathered the storms of a down economy, poor management, competition, weaknesses and threats to define its own brand and category. CEO Howard Schultz said “Starbucks is committed to evolving and enhancing our customer experience with innovative and wholesome food offerings”. Starbucks History Starbucks opened its first store in 1971 in Seattle’s Pike’s Place Market. At its inception it was a retailer of whole bean, ground coffee, tea and spices. Today that one store has blossomed to over 20,000 stores in 65 countries brewing the best coffee arguably by many of its loyal customers. Starbucks got its name from the first mate in the Herman Melville’s Moby Dick story, and its logo from...
Words: 2679 - Pages: 11
...successful achievement, there is a long story of withstanding hardship and endeavouring persistently behind any success. The Starbucks’ case of successfully bringing the brand into the Indian market is one example. This paper is to study the (3) reasons why Starbucks International decided to expand its market scale internationally and to figure out the initial criteria required for Indian Market. This is also to analyse appropriate circumstances at that time for Starbucks to be able to earn its foothold there provides us with valuable business guidance. Besides, this study by pointing out key factors which lead to Starbucks’ success in launching its brand in India demonstrates how Starbucks applied sustained competitive advantage and dealt with obstacles during the launching period, which created significant courage for Starbucks International to move next steps to fulfil its ambition for international expansion. COMPANY’S OVERVIEW Founded in 1971 in Seattle, Starbucks was started as a store to roast and sell coffee bean by three partners. Its name and logo were named after the famous novel Moby Dick. In 1987, Howard Schultz who is currently the company’s CEO acquired Starbucks and single-handedly converted it into a national, publicly owned company. Having more than 11,000 stores in 36 countries worldwide and over 10,000 employees in 2006 (Case Study), the company grew to about 17,000 stores (starbucks.com) with more than 150,000 employees in 2012(statisticbrain.com, 2012). Its turnover...
Words: 2717 - Pages: 11
...demassification of consumer markets, and the value of the Internet in today’s society are just three of the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid, 2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and competitive environment, trying to fulfil customers wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994). To date, academic research on IMC has been limited. The majority of empirical research has been conducted with advertising and PR agencies or companies located in the United States with a clear tendency toward quantitative methodologies (Jin, 2003/2004; Peltier, Schibrowsky, and Schultz, 2003; Kitchen and Schultz, 1999; Beard, 1996; Miller and Rose, 1994). Very few studies have concentrated on the...
Words: 14415 - Pages: 58
...World Journal of Entrepreneurship, Management and Sustainable Development Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux Article information: Downloaded by UNIVERSITI TEKNOLOGI MALAYSIA At 10:18 08 October 2014 (PT) To cite this document: Thanika Devi Juwaheer Sharmila Pudaruth Marie Monique Emmanuelle Noyaux, (2012),"Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 8 Iss 1 pp. 36 - 59 Permanent link to this document: http://dx.doi.org/10.1108/20425961211221615 Downloaded on: 08 October 2014, At: 10:18 (PT) References: this document contains references to 124 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 4276 times since 2012* Users who downloaded this article also downloaded: Elham Rahbar, Nabsiah Abdul Wahid, (2011),"Investigation of green marketing tools' effect on consumers' purchase behavior", Business Strategy Series, Vol. 12 Iss 2 pp. 73-83 Kaman Lee, (2008),"Opportunities for green marketing: young consumers", Marketing Intelligence & Planning, Vol. 26 Iss 6 pp. 573-586 Charles Dennis, Lisa Harris, Ken Peattie, Andrew Crane, (2005),"Green marketing: legend, myth, farce or prophesy?", Qualitative Market Research: An International Journal...
Words: 12394 - Pages: 50
...Table of Contents INTRODUCTION 3 RECRUITMENT 4 Defining the role 4 Job analysis 4 Job Description 4 Job Specification 4 Attracting applications 5 Managing selection process 6 Application format 6 Dealing with applications 6 Selecting candidates 6 Making an appointment 6 Employment offer 7 TRAINING 8 Importance of training 8 Training options 9 Training content 10 RENUMERATION 11 Importance of remuneration 11 Remuneration package for sales staff 12 Remuneration package for technical staff 12 MOTIVATION 13 Motivation theories 13 Applicable theory 14 Practical strategies to motivate the manager 15 Practical strategies to motivate sales staff 15 Practical strategies to motivate technical staff 16 For all staff 16 Summary 18 References 19 Appendices 20 INTRODUCTION Elevate IT is a London-based technical solutions provider. The company specialises in supplying, installing and complete maintenance of computers, software, hardware, networks and cloud computing for small and medium Irish businesses across the country. The company has been in business since 2009 and has been steadily growing and expanding. The business employs 3 technical specialists who install and provide post-installation technical support and 6 sales consultants who provide professional advice to company’s potential and current clients on the most suitable and cost-effective solutions for their businesses. The company is now providing high-tech solutions to over a hundred businesses...
Words: 5730 - Pages: 23
...Chapter 1 THE PROBLEM AND ITS BACKGROUND Introduction Starbucks has been leading the coffee shop market in more than 40 years now. It has always been the place to find the world's best coffees. Its first store was founded at Pike Place Market in Seattle, Washington, United States. It has given a positive outcome so they serve consumers all over the world. The success of Starbucks coffee had come this far because they expand their operation and services and didn't limit their products. They sell not just coffee but tea, pastries, frappuccino, beverages and smoothies as well. Starbucks is the largest coffee house company in the world ahead of UK rival Costa Coffee, with 22, 551 stores in 65 countries and territories, including 12, 739 in Canada, 1,117 in Japan and 830 in the United Kingdom. From Starbuck' founding in 1971 as Seattle coffee bean roaster and retailer, the company has expanded rapidly. Between 1987 and 2007, Starbucks opened on average two new stores every day. Starbucks had been profitable as a local company in Seattle in early 1980's but lost money on its late 1989's expansion into the Midwest and British Columbia. Its fortune did not reverse until the fiscal year of 1989-1990, when it registered a small profit of $812, 000. By the time it expanded into California in 1991 it had become it trendy. The first store outside the United States or Canada opened in Tokyo in 1996, and overseas stores now constitute almost...
Words: 9092 - Pages: 37
...http://www.guardian.co.uk/lifeandstyle/2003/jul/19/shopping.features 17/03/13 11.52am The card up their sleeve It sounds good - loyalty cards entitle us to freebies or cash simply for shopping at our local superstore. Of course, retailers get something in return: a heap of information about us we might prefer them not to know. That's before they get started on the new tags that track you and what you buy. Rachel Shabi investigates Every time you reach the checkout in the two biggest supermarket chains, it's the same question: have you got a card? It can get irritating, but nonetheless we have willingly signed up to their reward schemes - in droves. According to market researchers TNS, around 85% of UK households have at least one loyalty card. We've accepted the membership rules of these innocent-looking, points-mean-prizes clubs: you show us some loyalty, say the retailers, and we'll give you nice bonuses in return. That loyalty, on the face of it, is based on how much you spend with one particular retailer. Sure, the rewards aren't huge but, as Tesco likes to put it, "Every little helps." Besides which, we in the UK love bargains, and getting something for nothing even more. But the question is: how much does the nothing really cost? It is not simply a matter of choosing to be "loyal", now synonymous with "open your wallet", to one supermarket over another - the cost is in having your purchases scrutinised and analysed in staggering detail by the loyalty card retailers...
Words: 5224 - Pages: 21
...Starbucks’ core competencies are found, and on elaborated. Those competencies are researched in the competitive set with the main competitors of Starbucks’ as well, via basic benchmarking there has been determined where Starbucks is within the market. Table of Contents Introduction 4 Core competencies 5 Key competitors 9 Competitive advantages 11 Communication within organization 12 Competency - strategy matrix 13 Conclusion and recommendations 14 Bibliography 15 Appendices 19 Appendix 1: Value chain analysis 19 Appendix 2: SWOT analysis 22 Appendix 3: Functional analysis 25 Appendix 4: VRIO analysis 26 Introduction The purpose of this paper is to analyze both Starbucks’ strategies and core competencies, and use this analysis to assess the degree of synergy between the two. First, the core competencies of Starbucks, specified to the US, are identified and presented with the use of a value chain analysis, SWOT analysis and functional analysis. Secondly, its competitive set will be presented. Key competitors will be identified using basic benchmarking, and Starbucks’ place in the competitive set is described. Next will be described how the core competencies provide a competitive advantage, using the VRIO...
Words: 6083 - Pages: 25
...Mc-Donald Vs Domino’s - Comparative Analysis Determinant Of Choosing Fast Food Restaurant And Their Service Quality BY:- ANUJ CHAUHAN (FINANCE + MARKETING) ITM UNIVERSITY, SITHOLI, GWALIOR ABSTRACT SERVICE QUALITY Parasuraman et al. (1988) introduced a 22-item scale, called SERVQUAL, for measuring service quality, the model has been widely adopted across industries. The scale was tested in 4 service settings different from those of the original test: a dental school patient clinic, a business school placement center, a tire store, and an acute care hospital. In service industries, customer satisfaction is always influenced by the quality of interactions between customers and the personnel involved in the contact services (1994). In the last decade, the movement towards quality had started to spread from the manufacturing sector to the service sector. The shift of focus to quality is basic for the service business to survive the competition, get acceptance from society, and be able to achieve its missions. In principle, the two main things closely related to services are expected quality and experienced or perceived quality. The first is the customers' expectations of service quality and the latter is the customers' perceptions of service quality. The customers will always assess the services they experienced by comparing them with whatever they expected or wished to receive. Services are behavioral rather than physical entities and have been described...
Words: 7210 - Pages: 29
...program that they have, and what will be the good benefits of it for their customers. We will show the kinds of rewards they have and its backgrounds. Thus, this can be a preference for the other Starbucks Patronisers if they still don’t know what other reward programs they can have and what will be the advantages and disadvantages of it. However, these rewards have some misfires that you will know. This study will only occur from August to October 2014. We will only gather first information from the questionnaires and interviews that we will conduct to provide the most accurate information and to prevent false information. Background of the Study Starbucks Reward Program encourages their customers to buy their products because of rewards. Reward programs of Starbucks were created to test the loyalty of their customers. There have been changes about their rewards to test the loyalty of the few. Starbucks Rewards Program also has the capability of giving their customers satisfaction by giving them back the gratitude for buying their products. The purpose of the study is to identify the credibility of the reward program of Starbucks Coffee. Rewards Program of Starbucks also allows customers to access or to track their purchases online and get more rewards by buying a Starbucks Card and earn points Starbucks is very well positioned to take advantage of sustained income due to a variety of strategic large-scale variables affecting its performance. Starbucks stage is the entire...
Words: 10698 - Pages: 43
