...School of business and Engineering, Halmstad University Examination in International Marketing Strategy Do, please, write your name and your personal identity number on each paper you use. The grading system is as follows: 0 -29 Fail 30-39 Pass 40-50 Pass with Distinction Good luck!!! 1. Explain the Transaction cost theory (TCA) of internationalization as explained in the class (3p). 2. Define and explain different levels of economic integration in regional markets. The description should include the difference among these as well as examples of institutions within each level (8p). 3. Explain the difference between an agent and a distributor. Discuss and give four (4) examples of pros using a distributor. Discuss and give four (4) examples of pros of using an agent (6p). 4. Define and explain Hofstede´s four dimensions. (8p) 5. Considering the three essential aspects of an international marketer’s product offer in several foreign markets, discuss how the marketer would be able to achieve a balance between the sensitivity to local needs and the deployment of its marketing programmes and concepts globally. (10p) 6. Discuss how a firm can use international communications to strategically influence consumer buying behaviour. (5p) 7. As an international marketer, why and when would you use the following alternative distribution channels: (a) direct distribution channels and (b) indirect distribution channels? (5p) ...
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...L.N.C Late night cravings Is a new and trendy food truck with great food created and designed to cater to the late night club, event, or night life enthusiast. The food will be prepared in a snack size portion, and will be interpreted versions of favorite American cuisine all served to order. The atmosphere will be friendly, welcoming, and adventurous. Since there are not very many options when it comes to finding food late night, LNC is conceptualized around creating a place for people leaving the bars, or clubs or any other late night event intoxicated to find tasty, savory food without the wait time of being seated, or ordering food of most sit down restaurants open late night. The trucks theme will be an artistic interpretation of “A day with the Girls,” accompanied with bold, colorful life size fashion illustrations adorning the exterior of the truck. LNC will operate for business Wednesday, Thursday, Friday, Saturday, and Sunday during the hours of 8:00pm until 3:30am, a total of 71/2 hours of service time a night. The truck will change locations alternately between other popular Southern California cities and attractions but it will primarily be secured for food service at The PIKE located at 95 South Pine Ave. Long Beach, Ca. 90802. Events like Long Beach Grand Prix, or Jazz Music Festival, or the LGBT Pride Festival, or even other events like the Rose Parade, Rose Bowl are prime examples of events to capitalize on sales. Demographically Long Beach has a population...
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...Define Marketing MKT/421 Rachel Rankin May 28, 2012 Evelyn Bisenz-Johnson Marketing Definition Marketing is an eclectic activity studies and undertaken by people with a wide variety of skills and knowledge bases. Many scholars and practitioners believe that marketing is not just a functional area within an organization but also a philosophy that should permeate all areas of the organization (Webster, 2005). Marketing managers within an organization transfer marketing into other functional areas with little training in marketing ((Bartels 1974, 1983; Hunt 1976, 2002). Marketing is an organization function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (Gregory T. Gundlach, 2004). Marketing is a way an organization advertises their product to the community. Organizations would not have a great business without marketing their product; this would include advertising the product, what it does, and how it can work for you. Marketing department makes the product look good so individuals will want to purchase the items for their business. My personal definition of marketing is developing a product and plans a strategy that allows you access to the public, and corporation that needs your product. Items that an organization sells will have different...
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...1.0 INTRODUCTION EMI Group plc In early spring 2007, Martin Stewart as chief financial officer (CFO) for global music giant EMI, he’s knew most of the news that would break at the company’s April 18 earnings announcement. Annual underlying revenue for the company was down 16% to GBP 1.8 billion (British pounds). Earnings per share (EPS) have also dropped from 10.9 pence (p) in 2006 to -36.3p in FY2007. The performance reflected the global decline in music industry revenues, as well as the extraordinary cost of the restructuring program EMI was pursuing to realign its investment priorities and focus its resources to achieve the best returns in the future. On an annual basis, EMI has consistently paid an 8p-per-share dividend to ordinary shareholders since 2002. EMI’s recent performance, Stewart questioned whether EMI should continue to maintain what would represent a combined GBP 63 million annual dividend payment. Stewart recognized that EMI faced considerable threat of takeover. It seemed that boosting EMI’s share price was imperative, if Emi wanted to maintain its independence. The Dividend Decision The board already declared an interim dividend of 2p per share in November 2006, whether to maintain the past payout level by recommending an additional 6p final EMI dividend be paid. Provided a forecast of the cash flows effects of maintaining the dividend based on market-based forecast of performance. Dividends are payments made by an organization to its shareholders...
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...their performance, which in turns benefit their team as a whole. The kind of sacrifice they make gives them a remarkable honor from their fans. Making doping illegal is not the best solution, but looking for a way to reduce their consumption would be the best course of action. Mr Hamidi M. Ashrafi H. Shahbazi M. writes about why sports men use drug and the precaution behind it. The author's use rhetorical strategy, pathos show the professional athlete put themselves into. This will be effective towards my essay to show how college student use doping in sports to win at all cost. Netemeyer, Richard, et al. "The Legal High: Factors Affecting Young Consumers' Risk Perceptions And Abuse Of Prescription Drugs." Journal Of Public Policy & Marketing 34.1 (2015): 103-118. PsycINFO. Web. 22 July 2016. Most people use drugs without thinking of implications of that substance. Most seniors in High school are more likely to use drugs for other purposes than the main reason why it was prescribed while ignoring the risks. Some theories also reveal that most young adults that are experiencing an increase in anxiety are most likely to use drugs. The abuse of prescription painkillers exceeds $ 72 billions annually in direct health care cost.The waste of excessive amount of money in treating patients that abuses drugs increases the cost of living. Wright, Sam, Sarah Grogan, and Geoff Hunter. "Motivations For Anabolic Steroid Use Among Bodybuilders." Journal Of Health Psychology 5.4 (2000):...
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...Root Cause Analysis Why do we bother (Andersen, 2000) Fool me once, DIRTFT, steady continual improvement Root Cause Analysis (RCA) is the central theme of 6 sigma activities. RCA identifies the real problem so the problem can be solved one time and not repeat for that same cause. That over the long haul your time is spent most efficiently and each problem that occurs will be unique. As you solve the root causes of problems the amount of problems will decrease for any given system and that system will become more efficient and cheaper as RCA is performed Standards mandate it (Persse, 2006) ISO9001 - ISO17025 - CMMI In addition to making good business sense various standards mandate its use. In ISO9001 the sections on corrective and preventative action require an effective solution to problems. RCA is a proven effective method of problem solving. ISO17025 specifically calls for RCA and CMMI also requires an effective problem solving system. What it isn’t (Robitaille, The Corrective action handbook, 2002) It is not containment – like 8D It is not remedial – not a rework RCA does not deal with immediate problem containment as in step D3 of the 8D discipline. Similarly, a rework procedure does not address the root cause. Finding a root cause may take some time and both a containment action and/or a rework must be implemented while the search for the root cause occurs. DO NOT stop when you get a containment action deployed. When it may not work so well (Okes, 2009) Technology...
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...Industry & Competitor Analysis BUS 630 – Spring 2008 Instructor: Email: Office Hrs: Course page: Russell Coff (www.bus.emory.edu/rcoff/) Russ_Coff@bus.emory.edu by appointment www.bus.emory.edu/rcoff/Bus630.html Phone: (404) 727-0526 FAX: (404) 727-6313 Revised 1/22/08 Course Overview and Objectives This course delves deeper into some strategy topics that you may have only touched upon earlier related to how firms gain a competitive advantage over rivals. In addition, since ICA tends to integrate quantitative and qualitative analysis more than other courses, you will have the opportunity to apply knowledge and skills you've gained across the curriculum (e.g., from finance, ISOM, Marketing, O&M, and Strategy). Building Competitive Advantage The broad focus of the course is on building competitive advantage with special emphasis on how firms can gain access to new resources or capabilities that may grant a competitive edge. We explore strategic investments that are required to compete effectively in uncertain and turbulent environments. Managers often throw up their hands and argue that planning isn’t useful when the landscape is shifting rapidly. However, with the right set of tools, strategic management can have an even greater impact in this setting. We place special emphasis on competitive advantages that stem from valuable and hard-toimitate resources or capabilities. Accordingly, we will focus much of our energy on the question of how to build, acquire or ally to gain...
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...What is Marketing Strategy? Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contributes to the goals of the company and its marketing objectives. Effective marketing starts with a considered, well-informed marketing strategy. A good marketing strategy helps organization define vision, mission and business goals, and outlines the steps need to take to achieve these goals. Marketing strategy affects the way organization run entire business, so it should be planned and developed in consultation with team. It is a wide-reaching and comprehensive strategic planning tool that: * Describes business and its products and services * Explains the position and role of products and services in the market * Profiles customers and your competition * Identifies the marketing tactics will use * Allows building a marketing plan and measuring its effectiveness. A marketing strategy sets the overall direction and goals for organization marketing, and is therefore different from a marketing plan, which outlines the specific actions you will take...
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...role? When was it launched and how long did it run? Who were the key players/strategists/agencies involved? * During the time of this diamond campaign, there was a diamond rush going on in South Africa. Every diamond company raced over to start mining in South Africa. Cecil Rhodes had bought land from brothers Johannes Nicholas and Diederik Arnoldus de Beer. On March 12, 1888, De Beers Consolidated Mines Ltd. Was formed and the empire began to spread throughout Europe. Sir Ernest Oppenhiemer grew tremendous interest in the company and ended up establishing the Diamond Trading Co. in Kimberly, South Africa and London, England. Harry Oppenheimer was on the board of De Beer’s company. He took a trip to the United States to test a pilot marketing campaign but ended up with this full-fledged advertising campaign that has been successful ever since (Posnock, 2006). * In 1931, through the mist of The Great Depression and later World War 2, diamond competitors were emerging such as Gemological Institute of America (GIA), The Diamond’s Dealer Club of New York, and Diamond Manufacturers and Importers Association (Posnock, 2006). * Russia found diamond mines that were similar to the ones found in South Africa, so they became a crucial competitor to the already established diamond mining companies. Also Austraila emerged into the business of diamond mining in the 1970s and Canada shortly after in the 1990s. (Posnock, 2006). * Another competitor was synthetic diamonds. Companies...
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...Syllabus MGT 496 Strategic Management and Policy, Spring 2016 Instructor: | Dr. Jim Sundali | Office: | 401D Business Administration | Class: | MW 1:00 & 4:00 in AB 102 | Office Hours: | MW 11:00-12:45 | Phone: | 775-682-9176 | E-mail: | jsundali@unr.edu (best way) | Web Site: | http://www.business.unr.edu/sundali/ | WebCampus: | http://wcl.unr.edu | Catalog Description Emphasis on the application of knowledge from all functional areas of business to organizational problems and the formulation and implementation of organizational strategies. (Major Capstone course.) Prereq(s): CH 201; ENG 102; FIN 301; MGT 323; SCM 352; junior or senior standing. Course Overview The theme of this course is the development and implementation of strategic missions, plans, objectives and tactics. You will develop strategic plans and engage in strategic management. We will integrate the knowledge you have acquired to this point in order to develop an understanding of how an entire organization functions and give you an opportunity to develop and exhibit your management and leadership abilities. Prerequisites: IS 301, FIN 301, MGT 323, SCM 352, and MGT 325 or ACC 460 Course Learnings Objectives MGT 496 is a University Capstone Course and will also serve as the coordinating course to satisfy the Ethics component of the Silver Core Curriculum. As such this course will satisfy the following three Core Objectives (CO): * CO12 Ethics: Students will...
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...Bauran Pemasaran (Marketing Mix) “Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the market.” (Marketing Management,1997) yang kurang lebih memiliki arti bauran pemasaran adalah kumpulan dari variabel-variabel pemasaran yang dapat dikendalikan yang digunakan oleh suatu badan usaha untuk mencapai tujuan pemasaran dalam pasar sasaran. Menurut Kotler (1997:92), “Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.” Yang kurang lebih memiliki arti bahwa bauran pemasaran adalah sejumlah alat-alat pemasaran yang digunakan perusahaan untuk menyakinkan obyek pemasaran atau target pasar yang dituju. Menurut Stanton (1978) Bauran pemasaran (marketing mix) adalah kombinasi dari 4 variabel atau kegiatan yang merupakan inti dari sistem pemasaran perusahaan yaitu produk, harga, kegiatan promosi dan sistem distribusi. Ada banyak alat pemasaran, McCarthy mempopulerkan pembagian kiat pemasaran ke dalam 4 (empat) faktor yang disebut The Four Ps: Product, Price, Place, and Promotion (cited in Kotler, 1992:92). Keempat bauran pemasaran tersebut secara singkat dijelaskan sebagai berikut: 1. Product (produk) adalah segala sesuatu yang ditawarkan kepada masyarakat untuk dilihat, dipegang, dibeli atau dikonsumsi. Produk dapat terdiri dari product variety, quality, design, feature, brand name, packaging, sizes, services, warranties, and returns. 2. Price (harga)...
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...Análisis de caso 1. Defina el mercado meta y presente sus argumentos. El mercado meta son hombres y mujeres de 21 a 65 años de edad con estudios superiores que vivan en la zona de isla verde y pertenezcan al sector demográfico medio alto – alto. Seleccione hombres y mujeres ya que puede ser cualquier tipo de género puede ir a disfrutar del restaurante y los bares. Las edades de 21 a 65 años porque el restaurante tiene dos bares y aunque las edades mínimas de consumir alcohol es de 18 años. Me enfoque desde 21, ya que ellos están empezando su vida profesional y a no quieren ir a un sintió donde se sienta inseguros. Este lugar es más profesional y de un ambiente tranquilo por el costo de los productos. Ya que las personas tienen que tener una fuente de ingreso buena para poder disfrutar del lugar. Por esta razón tome la clase media alto y alto. A enfocarme en personas profesionales con estudios pues resalta que son personas que trabajan y que buscan un lugar donde puedan sentirse seguro y con su misma clase social. Por otra parte no nos limitamos solo a este segmento, ya que toda persona que esté en Puerto Rico puede visitar el restaurante. Por otro lado a estar localizado en un área cerca del aeropuerto esperamos que exista una gran parte de participación por parte de los turistas. También los niños pueden ir al establecimiento y disfrutar de la comida siempre y cuando estén acompañado por un adulto. No tan solo los turistas del aeropuerto sino también los de los cruceros...
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...Strategic Recommendation of Big 5 Sporting Goods and the Web Debra Roberson Foundational Skills for Business Leaders Abstract Big 5 sporting goods corporation is a retailer of sporting goods and accessories. Big 5 Sporting goods strength is its merchandising strategy and its weakness is its dependence of a single distribution center. The company needs to improve their online marketing approach and find a solution for rising transportation costs. Maurie Liff and Robert Miller founded Big 5 in September 1955. In the early years , Big 5 carried mainly World War II army surplus items, in addition to tents and air mattresses that the company manufactured themselves, house wares and hand tools. Big 5 continue to rely on print advertisements. In 1963, the Company trade name went from Big 5 to Big 5 Sporting Goods Inc. Today, Big 5 is one of the leading sporting goods retailers in the Western United States, operating 416 stores in 12 states. Big 5 provides a variety of products at competitive prices which includes athletic shoes, apparel, and accessories, in addition to a broad selection of athletic equipment for team sports, fitness, camping, hunting, fishing, tennis, golf, snowboarding and roller sports. Currently, Big 5 has a very limited use for the web. They post their weekly specials on the web page in portable document format (PDF). Big 5 have not evolved over the years with the ever-changing advertising industry and have stuck with their grass...
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...The most significant factors in macro environment are economic, cultural and demographic forces. In this case, it will be also providing the reason and some evidence that explain how these factors are affecting L’Oreal Paris. Otherwise, for, micro environment, this report only discuss between customer and competitors. Next, there is a significant evaluation of the product analyse with reference to the type of products, the three level of products, the branding strategies, and what types of packing and labelling that L’Oreal Paris provided. In addition, a complete analysis of target segment and how current product influence buyer behaviour and meet difference needs and wants. Later on, L’Oreal Paris needs to consider and build the marketing mix to attract more consumers. It includes a brief evaluation of the price, place, promotion and products. Some recommendations associated with several aspects are also provided at the end of this report. The sources of information were collected from academic journals and text book as secondary data. 1.0 Introduction 1.1 Purpose The goal of this report is to demonstrate the market environment and examine whether the product of L’Oreal Paris has satisfied its...
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...paper will discuss how social media marketing has different effects on businesses including the way Pepsi Co refresh project used the marketing strategy to boost its sales by advertising in a different way. The paper will discuss social media with two businesses in case studies and showing how it could help or hurt the companies. The paper will talk about the different types of social media being used in the businesses today and how they are helping to expand the success of the companies. The paper also will discuss the disadvantages and advantages of using this type of strategy in the business to help grow rapidly and steadily. A business organization should consider numerous things when trying to be successful. The company has to take in account what product or service to offer to the consumer. Companies should also consider how the product is going to be marketed. This brings us to the 4 Ps of traditional marketing strategies should be considered for the success of a business which are pricing, placement and promotion. However, marketing strategies alone do not ensure a successful business (Freeman, 2009). There should also be a lot of research done before developing a product. A business will only be successful if it’s earning profits (Boyd & Ellison, 2007). This happens when the company has the right mixture of products and marketing strategies. Business organizations that have been successful in including traditional marketing strategies in the past but now that...
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