...Situational Analysis and Marketing Plan: Coca-Cola Steve Lenart MKTG 730: Marketing Analysis Foundation (F14) I. History The Coca-Cola Company may be one of the world's most recognized companies and it all started back in 1886. Dr. John S. Pemberton was a pharmacist in Atlanta, Georgia. He created a “soft drink” that utilized flavored syrup combined with carbonated water (Coca Cola History, 2014). The first people that tried it considered it, “excellent.” Now that he knew he had a winning recipe, he needed a clever name. He was discussing names with his bookkeeper, Frank M. Robinson, when they came upon a breakthrough. The term Coca-Cola comes from two of the drink's ingredients. The recipe called for “coca” from the coca plant, and also used “kola” nuts. Just like that, the name of the product was born. Pemberton passed away in 1888, only two years after creating Coca-Cola. Before is death, he sold portions of his business to many parties and the majority of the business to Asa Candler. Mr. Candler was responsible for distributing the product beyond Atlanta, Georgia. Demand quickly grew, and a soda fountain owner is credited with first implementing a bottling system for Coca-Cola. The unique contoured bottle was trademarked in 1977. The company is still based out of Atlanta, Georgia, but by today's standards is an extremely large, multi-national conglomerate that has tremendous reach throughout the globe. It would be very foolish when discussing...
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...also released limited edition M&M’s Mint Crisp Chocolate Candies, in conjunction with the new movie Indiana Jones and the Kingdom of the Crystal Skull. 2008 also brought the announcement of personalized M&M’s Chocolate Candies. Consumers can now visit mymms.com and upload photos to be combined with custom messages creating personalized candies for birthdays, weddings and more. M&M’s Brand released Limited Edition Strawberried Peanut Butter Chocolate Candies to celebrate the release of Transformers: Revenge of the Fallen. M&M’s Brand releases Pretzel M&M’s. 2010: Orange Candy Spokesman becomes the new official M&M’s Pretzel Chocolate Candies Spokesman, featured in advertisements and on packaging with an x-ray image showing its pretzel center. 2009:  2012: Ms. Brown makes her debut during the Superbowl. Original Milk Chocolate joins the spotlight in a creative and humorous TV commercial depicting individuals snickering at her “nakedness” without her colored shell. Ms. Brown coolly confirms the Brown is her outer shell as Red comes in ready to join the party shedding his color candy coating. M&M’s continues with its innovative, fun campaigns to entice consumers not only to buy their candy, but also to make the M&M...
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...Strategic Analysis Marcel Campbell University of the Incarnate Word Table of Contents Executive Summary………………………………………………………………… 3 Company Overview…………………………………………………………………. 4 Mission, vision, Values……………………………………………………………… 5 History……………………………………………………………………………….. 6 Key Executives………………………………………………………………………. 7 Logo………………………………………………………………………………….. 8 Awards……………………………………………………………………………….. 9 Internal Analysis……………………………………………………………………. 10-22 External Analysis…………………………………………………………………….23-36 Strategies…………………………………………………………………………… 36-53 References………………………………………………………………………….. 54-58 Executive Summary Groupon Humans are living in the digital age and technology has become crucial to the development of the world. Technology helps people in many positive ways, such as faster communication, easy access of vast quantities of information, and efficient, fast transportation. Therefore, businesses also benefit from technology. Technology helps companies to reach consumers fast and help to study the behavior of consumers when buying a product or service to create profit. Groupon uses technology to provide coupons to savvy consumers. Groupon is a company in the daily deals industry. The company provides daily deals online, usually provides coupons with a half price discount from local restaurants, bars, movie theaters, luxury hotels; helping other companies to attract customers by offering savings on things to eat...
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...A summary of Amazon’s business strategy and revenue model I’ve used Amazon in my books for over 10 years now since many companies, from startups and small businesses to large international businesses, can learn from their focus on the customer and the approach of using technology and analysis to improve results. It consistently outperforms other companies in its ACSI customer satisfaction rating too. I aim to keep the case study up-to-date for readers of the books and Smart Insights readers who may be interested. In it we look at Amazon’s background, revenue model and sources for the latest business results. I recommend anyone studying Amazon checks the latest Amazon revenue and business strategies from their SEC filings / Investor relations. The annual filings to give a great summary of eBay business and revenue models. A good summary of the latest business model initiatives is available in this Amazon annual report summary for 2011. For Q4, 2010: * North America segment sales, representing the Company’s U.S. and Canadian sites, were $7.21 billion, up 45% from fourth quarter 2009. * International segment sales, representing the Company’s U.K., German, Japanese, French, Chinese and new Italian sites, were $5.74 billion, up 26% from fourth quarter 2009. Excluding the unfavorable impact from year-over-year changes in foreign exchange rates throughout the quarter, sales grew 29%. Amazon has come a long way since it launched in 1995: From: and it’s offices… to it’s...
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...Michael Trusov, Randolph E. Bucklin, & Koen Pauwels Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregression (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM. Keywords: word-of-mouth marketing, Internet, social networks, vector autoregression Michael Trusov is Assistant Professor of Marketing, Robert H. Smith School of Business, University of Maryland (e-mail: mtrusov@rhsmith. umd.edu). Randolph E. Bucklin is Peter W. Mullin Professor of Marketing, Anderson School of Management, University...
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...Kingsford: To Grill or Not to Grill? That’s not even a question. While certainly not politically correct by modern standards, this photo-illustration reflects the pervasive presence grilling has held in the United States since the 1950s when the Weber Kettle Grill and increasing suburbanization made it a defacto standard of American living. Then again, our modern American stereotype would have a man holding tongs in one hand and a beer in another standing at the grill, which is also not only incorrect, but not fully reflective of modern grilling. But yes, that is a real Kingsford bag. (Photo Illustration by Sandy Kreps) Team 3 Marketing Case Analysis Executive Summary The Kingsford brand of charcoal has found success through favorable conditions in its market traditionally, however conditions are now less favorable. A reduction in the charcoal market is affecting Kingsford even though its charcoal market share has increased. The consumer shifting trend from charcoal to gas grilling is now the primary threat to Kingsford and the charcoal market, and to combat this an action plan includes tight control on pricing, new pro-charcoal advertizing campaigns, and increased partnership with retailers and distributes. Conditions appear favorable for resurgence for Kingsford through these strategies. Introduction Clorox is a well known and historic house-hold brand, known primarily for home cleaning products. Founded in 1913, the company initially serviced the business...
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...Copyright by Rajul Alam 2013 HIDDEN TEXT: Optional—If you do not include a copyright page, delete entire page and the following page break. HIDDEN TEXT: NOTE: this page in hard copy with all original signatures must be submitted with the dissertation to the Graduate School; this is required whether the document is in electronic format or on paper. Whereas, the page included in the electronic document will be unsigned unless it is scanned in. The Dissertation Committee for Rajul Alam Certifies that this is the approved version of the following dissertation (or treatise): THE IMPACT OF USERS AND SUPPLIERS IN THE CLOUD COMPUTING TECHNOLOGY “THE QUESTION IS…. ARE WE ON TRACK TO EVOLUTION OR REVOLUTION?” RAJUL ALAM SN: 1013999 rajul.alam.10@ucl.ac.uk Word Limit: 118 + 346 + 10,529 Committee: | ELAINE AXBY, Supervisor | “This dissertation is submitted as part requirement for the Information Management for Business programme at University College London. It is substantially the result of my own work except where explicitly indicated in the text.” “The dissertation may be freely copied and distributed provided the source is explicitly acknowledged.” The impact of users and suppliers in the cloud computing technology by Rajul Alam, MSi Information Management for Business HIDDEN TEXT: Given first name, and previous academic degrees (B.A. or higher) B.A., B.S., etc. Your official name is the name which appears on your UT transcript. MSIN9001:...
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...forward thinking series ‘Evolution of beauty’ Dove Case Study An applied buzz & brand activation research model IS-2007-008 2 ‘Evolution of beauty’: Dove Case Study An applied buzz & brand activation research model Summary / Abstract In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains unknown. Insights in the content and dynamics of these conversations could be very useful to understand the success (or failure) of a campaign however. Traditional approaches also neglect the actions people undertake after having viewed a commercial message, while commercials can be found on sites like YouTube and are shared around the world. This study tests Dove’s viral movie ‘Evolution’ and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights. 3 Introduction The consumer 2.0 the cocktail party goes digital Today’s empowered 2.0 consumer is very well informed, strongly connected with peers (and millions of surfers in general), has the ability to unify with them & share ideas but also has the tools to create proper content beyond control of marketers. This consumer is more sceptical, questions many things and uses intelligent ways to see through the facade of marketing...
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...Purdue University Purdue e-Pubs Department of Computer Graphics Technology Degree Theses 1-1-2012 Department of Computer Graphics Technology Social Media Marketing in a Small Business: A Case Study Sarah Cox coxsl@purdue.edu Follow this and additional works at: http://docs.lib.purdue.edu/cgttheses Cox, Sarah, "Social Media Marketing in a Small Business: A Case Study" (2012). Department of Computer Graphics Technology Degree Theses. Paper 16. http://docs.lib.purdue.edu/cgttheses/16 This document has been made available through Purdue e-Pubs, a service of the Purdue University Libraries. Please contact epubs@purdue.edu for additional information. Graduate School ETD Form 9 (Revised 12/07) PURDUE UNIVERSITY GRADUATE SCHOOL Thesis/Dissertation Acceptance This is to certify that the thesis/dissertation prepared By Sarah Lynne Cox Entitled Social Media Marketing in a Small Business: A Case Study Master of Science For the degree of Is approved by the final examining committee: Mihaela Vorvoreanu Chair Jonathon Day Judith A. Birchman To the best of my knowledge and as understood by the student in the Research Integrity and Copyright Disclaimer (Graduate School Form 20), this thesis/dissertation adheres to the provisions of Purdue University’s “Policy on Integrity in Research” and the use of copyrighted material. Mihaela Vorvoreanu Approved by Major Professor(s): ____________________________________ ____________________________________ Approved...
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...MillerCoors vs. Anheuser-Busch Salman Boer Carly Gorka Stephanie Kalin Kenny Koelling Felipe Naranjo Nizam Qutubuddin Executive Summary The beer industry in the United States is an extremely competitive one. For years, the industry has been solely dominated by one contender, Anheuser Busch. However, large brewers have always been looking for opportunities to extend their reach in the industry and gain more market share. Miller Brewing Company and Coors Brewing Company have been historical staples of the American beer industry since the nineteenth century. These companies merged with international giants South African Breweries and Molson, respectively, in efforts to better compete in the United States brewing industry. However, they still could not manage to take a share of the Anheuser Busch Empire. SABMiller and Molson Coors saw an opportunity in forming a joint venture that would be able to successfully compete with Anheuser Busch in the beer industry, and in 2008, created a third company called MillerCoors. The creation of MillerCoors was a success. Since the creation of the company, in June 2008, MillerCoors has been very profitable and has enjoyed steady growth in their market share. They have done this by integrating innovation as a major goal in their products, providing them with a certain level of differentiation, while reducing costs through the exploitation of synergies that exist in their different processes. MillerCoors was one of the very...
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...Brunswick. the authors wish to thank kristen Condrat for her outstanding support in all phases of preparing this report, including literature review and identifying source documents, writing, data analysis, editing, and final review. special thanks also goes to susanne Viscarra, who provided copyediting services. Christine fry, Carrie spector, kim Arroyo Williamson, and Ayela Mujeeb of ChangeLab solutions prepared the report for publication. ChangeLab solutions would like to thank roberta friedman of the yale rudd Center for food Policy and obesity for expert review. for questions or comments regarding this report, please contact the supervising professors: Jerome D. Williams, PhD Prudential Chair in Business and research director – the Center for urban entrepreneurship & economic development (Cueed), rutgers Business school – newark and new Brunswick, Management and Global Business department 1 Washington Park – room 1040 newark, nJ 07102 Phone: 973-353-3682 fax: 973-353-5427 jeromew@business.rutgers.edu www.business.rutgers.edu/Cueed Paul Goldsworthy senior industry Project Manager department of supply Chain Management & Marketing sciences rutgers Business school Phone: 908-798-0908 goldswpa@andromeda.rutgers.edu Design: Karen Parry | Black Graphics The National Policy & Legal Analysis Network to Prevent Childhood Obesity (NPLAN) is a...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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...REASONING SKILLS SUCCESS IN 20 MINUTES A DAY REASONING SKILLS SUCCESS IN 20 MINUTES A DAY 2nd Edition ® NEW YORK Copyright © 2005 LearningExpress, LLC. All rights reserved under International and Pan-American Copyright Conventions. Published in the United States by LearningExpress, LLC, New York. Library of Congress Cataloging-in-Publication Data: Reasoning skills success in 20 minutes a day.—2nd ed. p. cm. ISBN 1-57685-493-0 1. Reasoning (Psychology) I. Title: Reasoning skills success in twenty minutes a day. II. Title. BF442.C48 2005 153.4'3—dc22 2005047185 Printed in the United States of America 987654321 Second Edition ISBN 1-57685-493-0 For information on LearningExpress, other LearningExpress products, or bulk sales, please write to us at: LearningExpress 55 Broadway 8th Floor New York, NY 10006 Or visit us at: www.learnatest.com Contents HOW TO USE THIS BOOK ix PRETEST 1 LESSON 1 Critical Thinking and Reasoning Skills The importance of critical thinking and reasoning skills, justifying your decisions, the difference between reason and emotion 15 LESSON 2 Problem-Solving Strategies Identifying the main issue of a problem and its parts, prioritizing issues 21 LESSON 3 Thinking vs. Knowing Distinguishing between fact and opinion, determining whether facts are true or tentative truths 27 LESSON 4 Who Makes the Claim? Evaluating credibility: recognizing bias, determining level...
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...This page intentionally left blank Lut12575_fm_i-xxvi.indd Page i 2/10/11 2:28 PM user-f494 /203/MHBR222/Lut12575_disk1of1/0078112575/Lut12575_pagefiles International Management Culture, Strategy, and Behavior Eighth Edition Fred Luthans University of Nebraska–Lincoln Jonathan P. Doh Villanova University Lut12575_fm_i-xxvi.indd Page ii 2/11/11 2:35 PM user-f494 /203/MHBR222/Lut12575_disk1of1/0078112575/Lut12575_pagefiles INTERNATIONAL MANAGEMENT: CULTURE, STRATEGY, AND BEHAVIOR, EIGHTH EDITION Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. Previous editions © 2009, 2006, and 2003. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on recycled, acid-free paper containing 10% postconsumer waste. 1 2 3 4 5 6 7 8 9 0 QDB/QDB 1 0 9 8 7 6 5 4 3 2 1 ISBN 978-0-07-811257-7 MHID 0-07-811257-5 Vice President & Editor-in-Chief: Brent Gordon Vice President, EDP/Central Publishing...
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