...1. Competitions in the international hotel industry is increasingly intensified and globalized as hotels seek new ways to grow and target markets and potential customers have more alternative to choose from. Explain in detail this issue. Over the past two generations, the hotel industry has evolved in a continued boom to accommodate explosive growth and radically changing consumer demand, and has adjusted itself to a substantially different social and economic environment. Consequently, more complicated and varied types of hotels have been brought into existence. Simultaneously, the competition to secure a strong share in the global hotel market has become fierce among hotel chains armed with a wide variety of worldwide networks. Hospitality companies can be grouped as either limited-service organizations or service intensive operations. In the hotel industry, polarization in hotel is being accelerated. The most basic division is between limited- service and full-service properties, hotels are tailoring themselves to specialized markets, a practice often referred to as target marketing. One of the major reasons hotels are increasingly targeting specific market segments is that in most markets, there is more than enough hotel capacity to go around. Competition will be even tougher in the years ahead. Hotels offer a highly competitive outlook for all but the luxury sector. The growth in competition makes tightly controlled operations especially important to survival. Hotel companies...
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...754 • Case 24 • ABC Chemical Company Goes Global The ongoing economic recession in Japan will continue to erode consumer purchasing power and confidence; luxury goods will suffer as consumers move toward cheaper products. This is already becoming evident: consumption of cognac and premium whisky is declining in Japan. Since TWO DOGS was launched in 1998, there has been massive growth in the sales volume of cheaper products, such as ‘‘Can Chu-Hi’’ and ‘‘Hyoketsu Chu-Hi’’. These locally made Japanese brands are, in convenience stores, almost half the price of fully imported TWO DOGS. DISCUSSION QUESTIONS 1. Should TWO DOGS maintain its premium price and thus risk losing volume growth to cheaper products during the recession? 2. What effect would lowering its price have on its brand positioning? 3. Would lowering its price require TWO DOGS to change to a licensing strategy? If so, should local production be in Japan? Or in nearby Asian countries with lower manufacturing costs, such as China or Thailand? 4. What other options does TWO DOGS have? Could the company change to a multi-brand strategy by introducing a new brand targeting the low-end segment? C ASE 24 ABC CHEMICAL COMPANY GOES GLOBAL Driven by competitive pressures, and the attractiveness of the industry’s fastest growing market in the world, a U.S.-based chemical manufacturer, ABC Chemical Company (name changed to maintain confidentiality) considered expansion into Asia, specifically, China. William Smith is...
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...Strengths: Target cost system is ideal for assembly-oriented industries with great involvement in the diversification of product lines, usage of technologies of factory automation, development of systems for reducing cost during all the stages of product’s life cycle such as is the case of Nissan Motor# Since Nissan cost system is continuously undergoing modification, in the case the target cost cannot be achieved, the products may still be launched if management are still confident that the process of continuous improvement will enable the target cost to be achieved early in the product’s life# so the actual cost can be driven down to the target cost with the help of a multi-disciplinary team. This cost system is oriented toward the customer which is the most important shareholder in any organization, here the customer requirements together with the target profitability of Nissan, are the primary cost drivers. The very first stage requires market research to determine the customer’ perceived value of the product based in its functions and its attributes (mind-sets to identify design attributes), its differentiation value relative to competing products and the price of competing products. This cost system seems aligned with the plan to obtain the number-one rating in terms of customer satisfaction in the case of Nissan. The implementation of this system contributes to the awareness and empowerment of all employees involved in all stages of the product and incentives partnerships...
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...e-mail. 2. Table of Contents This helps the reader find information quickly and easily. Include page numbers. (Again, it may seem obvious, but be sure that the page numbers on the table of contents actually match the page numbers in the text!). 3. Executive Summary This section is always the first to be read. In less than two pages, you must get the reader excited about your business concept. If you fail to interest your reader, this may be all that is read. In two pages or less, describe your organization, demonstrate that customers want your product or service, and describe your founding team. (The Executive Summary should be completed last. It should stand on its own.) 3.a. What problem do you address? 3.b. What is your proposed solution and organization? What business is it, or will it be, in? 3.c. What makes your product/service unique? What is your competitive advantage? 3.d. Who are your customers? How do you know that customers want your product or service? 3.e. What are the projected financials for the project? How much money is needed to start the venture? Where will you obtain funding? 3.f. Who is on the founding team? What are each member’s skills and talents? 3.g. Summarize the key points from each section. 4. Business Concept Red Stick Music Venue is for music lovers who want to see big artists without having to travel to different cities outside of Baton Rouge, the venue is an amphitheater that hosts live entertainment. Unlike New Orleans...
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...core course to the completion of our undergraduate program. Because of his proper guidance we are able to complete this report in a very well manner and short time. 1.2. Purpose of the report: The main purpose of the report is to fulfill the mandatory requirement for the Business communication course. Other purposes are: • To prepare an overview of introducing a new venture • Analyze different aspects related to the venture • Identify the opportunities for doing a business • Develop ideas to build up a business 1.3. Scope of the report: We have conducted surveys within the people of that area. This is a huge opportunity for us. Because we have surveyed our original target customers. So, we got a clear idea about their choices and their purchase decisions. This report will help us to do the business in a very smooth and efficient manner. 1.4. Methodology of the report: We don’t have any secondary resources in our work. All the data have been collected and gathered by us. We categorized our work in some parts. Two of our group...
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...Executive Summary Booster juice franchise offers a wide variety of smoothies comprising of pure juice, fruit sorbet, vanilla frozen yogurt, frozen fruit, fresh yogurt. The store will be located at Preston Crossing at the mini mall strip, opposite Walmart. The shop will be incorporated with one manager, four part-time and two full time employees. The manager will be on salary and will oversee all operations. Two supervisors will oversee day to-day operations of the shop and the four part-time employees will be responsible for customer services. Both full time and part-time employees will be paid hourly wages. Initial requirements for all furniture, fixture, computer software and hardware and equipment will be supplied by Booster Juice Inc as part of the turnkey operation. All other supplies will be purchased from Booster Juice Inc. Our shop will be incorporated. Richard Azinwi, Nadia Maqbool and Ravi Brar will be the equity owners. We will have a total of seven employees comprising of one manager, two full time supervisors and four part-time employees. As part of our franchise deal, Booster Juice Inc will offer continuous training and support to our employees. Marketing for the Booster Juice is done by the franchisee and franchisor. The franchisor will do large scale marketing for all of the franchisees, as per the royalty agreement. Our Booster Juice will concentrate on local advertising. We will be doing an aggressive advertising in the first year to create store awareness...
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...Advertising and Communications – Final Assignment Table of Contents Define your product 2 What is its function? 3 What problem or opportunity does it solve? 4 What is its name? 7 Reaching your audience 8 Who is your target audience? 9 What drivers will they respond to? 10 Delivering the message 11 What Integrated Marketing Communications mix will you select? 11 What specific media will you use? 14 Regulatory issues 15 What regulatory or trade association issues or restrictions do you operate under? 15 Final Campaign 16 Present a completed example of an advertising/commercial/alternate media campaign. 16 As we saw with the pre-assignment, the desserts are very diversified and can be eaten in different way: eat-in or take away, drink or eat, fruity or nature, for adults or children… This is a large subject and many actors are already implanted. Thus, in such a competitive environment, it is important for a new brand to be different: to offer a new concept in order to position the brand as the new favorite dessert in the consumer’s mind. Define your product According to a study managed by MedecineNet.com, United States’ children and teenagers do not eat enough fruits[1]. Moreover the obesity rate in the United States grew up last decades: ““Over the last three decades, obesity rates among children and adolescents have nearly tripled,” said CDC Director Thomas R. Frieden, MD. “Obese children...
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...inspired in the tastes, wishes and lifestyles of today's men and women. Zara’s clothing has identified a significant underserved segment within it. Zara’s clothing is uniquely positioned to serve this segment of the market because of its fast paced fashion ideas, its latest technology, its efficient business strategies and its affordable prices. Due to the growing of the clothing industry and the enormous unmet need in the clothing market we see the long-term expansion and potential of Zara throughout the world. We are visionaries who see Zara as an extreme financial launch. By achieving its sales targets, Zara will position itself for exceptional profitability and self-funded growth. ZARA’s Plan is to maintain and develop its position in the market by giving well in time response to changing trends in consumer tastes through creating new designs that are suitable for all customers at an affordable price. “Zara constantly updates its range”. The company takes its inspiration from the catwalks, targeting the fickle, fashionable young, one of the riskiest parts of the clothing market. Unusually for a clothes retailer, Zara designs all its own clothes, makes most of them in Spain and distributes all of them itself. And many observers attribute Zara's success to this...
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...Third, Exhibit 4 shows that Courier Pak has unfilled potential because the sales had doubled in the past year even though Courier Pak prices had been increased three times. Fourth, the average weight of Courier Pak is one pound while the average weight of Priority One and Standard Service package is about 14pounds. Taking a cargo-carrying capacity of 6200 pounds into account, Courier Pak could maximize the revenue per one aircraft. Potential Market With regards to Exhibit 5, the potential market segments of Courier Pack are mostly company, not individual people and the decision is made by executives rather than by shipping managers. Since Courier Pack limits the weight of item less than 2lb, it satisfies the specific needs of target customers,...
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...him. ENVIRONMENTAL SCAN The Pharmaceutical industry witnesses a cut-throat competition with major brands having a hold over the industry. This industry utilized a sales force of detailers who played a major role in their sales. Their job was to persuade medical personnel to use and prescribe certain drugs. A typical CPI was responsible for about 200 physician and hospital accountants within an assigned geographic territory. CPI was a major manufacturer of prescription drugs for medical and dental professions. These products were channeled through drug wholesaler and then the drug stores for reselling to the general public. SWOT ANALYSIS ON MARSH Strengths: 1. Quick learner 2. Good people skills 3. Friendly nature with the customers Weaknesses: 1. Poor organizing skills 2. Poor planning skills 3. Poor attitude 4. Lack of enthusiasm 5. Lack of sincerity 6. Low knowledge of technical and promotion literature 7. Low reliability Opportunity: Bon Marsh had run successfully drug store and with the experience in CPI, he can restart the same business again. Threats: There are many retailers in pharmacy and it may be difficult to sustain in the business. CRITICAL FACTORS 1. Behavioral traits Every company expects a good attitude, sincerity and very good organizing and planning skills from the employees. So, this became a critical factor. 2. Low reliability...
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...1+1 Tutoring Services: Marketing Plan Assignment 1: Part A Sade D. Mitchell Dr. James Fraser Marketing Management Strayer University Tuesday, April 29, 2014 Executive Summary 1+1 Tutoring Services is a tutoring service located in Rocky Mount, North Carolina that will offer tutoring assistance to student’s ages 5-18 years of age in all school subjects. These services will offer help to all students in the surrounding areas. The subjects consist of all math’s, all sciences, all English’s and foreign languages and precollege prep test. This tutoring service will evaluate and assess the needs of each student then prepare a customized plan to help them become successful students. This tutoring service will charge a fee for services and also accept federal funding through grants and vouchers. We will serve families with all types of backgrounds. Our motto is Education is worth the work. We will install that into all of our patrons and offer the greatest services at reasonable prices. Environmental Analysis 1+1 Tutoring Services is a small North Carolina base company located in Rocky Mount that will offer tutoring services in a wide variety of subjects. The company employs five tutors who are all college graduates who have degrees in a wide variety of subjects. The tutors are myself the owner and operator who has a degree in Business Management; Anthony Battle who has degree in English and Spanish and took several foreign language classes in college; Melissa Smith who has...
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...floods in 2011, its production was scaled back by 37,500 vehicles. Backup supplies from its other branches around the world creating the same vehicle parts could be supplied to SEA during this period to alleviate the burden faced by the plants in Thailand. OPINION: Safety is one of Toyota’s key concerns and also selling point. This must be ensured from the various parts that make the car, from the start to the end. It is understandable that Toyota decided to specialize each plant so that they can be focused on what they produce. SUGGESTION: Increase the capacity of SEA plants due to the rising demand and potential in the SEA region. Toyota is able to obtain lower operations costs in SEA. With the cars being manufactured nearer to the target customers, they are able to lower shipping...
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...A Project On Haldiram’s product mix (on partial fulfillment of paper ”marketing management”) for BBS 2nd semester DEEN DAYAL UPADHYAYA COLLEGE (University of delhi) Content Page Topic 1 Cover page 2 Content 3 Acknowledgement 4 Declaration 5 Objective 6 Preface and research methodology 7 Company profile 8-11 Product mix of Haldiram’s 12-16 Analysis 17 Limitations of project 18 Bibliography Acknowledgements Working on the project “output devices” has been very pleasurable and enjoyful activity. While completing the project, I have incurred great many debts. I wish to express my gratitude to all of them. Firstly, I would like to thank my teacher Monika Bansal who not only guided me to give a practical touch to the project but also helped a lot in standardizing my research work. I’m also indebted to Mr. Raj Kumar manger, Haldiram’s moti nagar branch who provided me useful informations and Mr. Pankul Gupta for continuously provoking me to complete the project. It would have been very difficult to do this work but for the ever supportive library staff of DDU college (esp. Mr. Bharat Bhusan and Mr. Hari Om), British council library and Mrs. Sonia of commerce computer laboratory. Last but not the least my mother has been foundation for all my work. Despite the contribution of all mentioned above, needless to say, if there are any lapses in my work, I myself take responsibility of them. I’ve left others’...
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...for the buying of the unit, which we plan to repay monthly. Location We will set up the shop in the middle of one of Cambridge’s main shopping centres, the Lion Yard. We have chosen this location as other well known fashion shops such as Topshop and Topman, Newlook and River Island, etc. are also set up here and have similar target markets. However we have to be careful as they will become our new competitors and they are well-known so they have an advantage. With this location it should help to entice the customers into the shop as it’s the location which they are likely to be shopping in as they will in the shops opposite (RiverIsland and Topshop etc). Also the shops unit is on the ground floor instead of the 1st floor. This is an advantage as there are more shoppers passing by as there are more shops on the ground floor meaning they are more likely to notice the shop and come in and take a look around. The unit is a ground floor unit and has remote storage space. The remote storage space allows us somewhere to hold stock and depending on size maybe even a staff room where refreshments for the staff will be. Target Market The target market...
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...used. Competitive market other mobile manufacturer company has been use maximum coverage two or three operator but this product remove this problem. People will fill all the current & advanced gadget & technology in this product. It has some competitor in the market. Those are: Direct Competitor: Apple, Nokia, Samsung other smart phone manufacturer. Indirect Competitor: Laptop, Pc (skype,IMetc), Tablet . Target: People who have to make connection with other , people who need all the latest staff in their phone, people busy with office work and want do all work in phone insteed of laptop or pc are the target. This is luxury personal product only customer can take decision on behalf their own self. Insight: It cans coverage maximum number of operator. This helps consumer to bring this phone for reduce more than one phone carry. Its different software can help the consumer to satisfy work as an alternative of Computer. It also help consumer to use as a camera which customer can capture the moment they need. Benefit Itsfeature, outlook and endurance can lead customer to purchase this product. Functional benefit of this product is Five operator at a time without its SIM or RIM, Water proofed (250 meter (820ft) deep), 40 mega pixel & 77mm optical zoom , All the mathematical, statistical & others tools, All smart phone facility. Emotionally benefits are it is lucrative. It endorser also be a positive emotional impact in the brand. Reason to Belief: It is user friendly...
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