...．In 2000, Taiwan Bubble Tea came to Thailand, until now 10 years old. At first, Thai-people had no idea about Bubble Tea, as time went by, Bubble Tea becomes one of the most popular drink in Thailand. During these 10 years, DAKASI company imported Bubble Tea to Thailand and also developed new products in order to adapt this new market. As a result, Thailand became another kingdom for Bubble Tea. DAKASI also becomes the top brand for Bubble Tea in Thailand. Although there are a lot ofFPDPD competitions who uses lower price strategy, but DAKASI believes that quality is the key point to lead the industry success. Market objectives The objectives of the marketing plan are strategically centered around 3 criteria: first, to create strong consumer awareness towards a completely new Bubble Tea product from Taiwan (Appendix A.) to Thailand (Appendix B.), second, to establish a wide brand recognition through the capture of market shares in the functional drinks segment, moreover, to become the top market leader in that particular segment within the forecasted sales figures. Marketing considerations Product life cycle: With a strong marketing campaign, sales will begin immediately and the benefits of the purchase are readily understood. Since Bubble Tea is prone to product imitation, the strategy is to broaden distribution quickly.( Appendix C.) Product class: Food & beverage → Soft Drinks → Functional Drinks(in the future) Market segmentation Segment identification: To...
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...Lawrence Leonio. KDN was found in 2009. The head quarter office located at CTI Tower on Ratchadapisek Road. Krispy Kreme use FRESH strategy and now has 11 stores with 21 flavors in Thailand. Mrs. Ausanee has her own inspiration from “The Secret book” that “You are the designer of your destiny. You are the writer who write your story. The pen is your hand and the outcome is whatever that you choose” and she bring this as her passion in term of running business. For my personal opinion, K.Ausanee doesn’t special from another CEOs. I think she just receive both Strategy and powerful branding from Krispy Kreme’s Head Quarter and she also luckily that Krispy Kreme FC who always was the first queue both Paragon and Central Lardpraow branch gave help to set role of the line and told K.Ausanee about what Krispy Kreme FC do in other country (Element of culture) Anyway, I think Krispy Kreme Thailand has very good marketer as I remember that they spend only a year to be number 3 in Thailand Doughnut Market. Since year 2009 until now, Krispy Kreme got many problems from uncontrollable factors such as flood disaster, economic, politic crisis etc. Even K.Ausanee can’t control these uncontrollable factors but she lead Krispy Kreme Thailand to adjust or adapt business itself in a manner consistent with successful outcome. I think many marketing campaign of Krispy Kreme Thailand didn’t anticipate the uncontrollable factors but minimize its effect. For example, when K.Suthep was shutdown Bangkok and...
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...Analysis Policy & Strategy Atlanta Module-Summer 2012 ECCO Vertical Integration Cow to Shoe • • • • Ecco value chain is actually rawhide to shoe Purchases raw hides and transforms into leather used in shoe production Owns tanneries in Netherlands, Indonesia and Thailand Processes 3,500 raw hides a day equalling 1 million cows per year ECCO Value Chain What is the future of ECCO's leather manufacturing? Full Scale Bench marking Prototype Ramp-up Laboratory Production Product Development (R&D) Design Leather Manufacturing Shoe Production Distributing Raw hides Tannery Operations Post Tannery Operations Finishing Operations Discontinue-"blow it up" Sell it ECCO Value Chain What is the future of ECCO's leather manufacturing? Full Scale Bench marking Prototype Ramp-up Laboratory Production Raw Material Procurement Product Development (R&D) Design Shoe Production Distributing But let's stop to reconsider......... ECCO Value Chain What is the future of ECCO's leather manufacturing? Full Scale Bench marking Prototype Ramp-up Laboratory Production Raw Material Procurement Product Development (R&D) Design Shoe Production Distributing Leather manufacturing Value Add Global top five leather producer Leather centre developing leading technology Supplies automotive and furniture industry Quality Materials Resources Leather Manufacturing Strategy Quality Products ...
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...comfort,support, and supirior rides. Ascis has made further developments in its products for both men and women.It has also reached the core of sports industry and sponsership like football and rubgy. Ascis has been in the asian market for many years markets mostly in Japan and well recognised in American continent,In some asian countries like Indonesia,Thailand, Singapore and Malaysia it is well knwon and still developling its brand name in some coutires. Ascis has not only focused on Sports wear but also concentrate on Apperals and expanded its sports shoe products from Running shoes to walking shoes, and football shoes. It is known in Singapore and Thailand the market share of ascis is low but still one of the leading brands. This paper mainly focuses on Ascis and Asean countries development and growth and how it impacts the buiness by entering their market. But this paper mainly focuses on major countries like Singapore and Thailandas they are the emerging market and high business prospects PEST analysis is used for understanding the growth or decline of the market this paper focus on PEST analysis of Singapore,and Thailand but main focus is Singapore. PEST Consist of Political, Economic, Social and Technological. Singapore is well known for its grasping cultrue.People push themselves in quest for 5Cs. (Cars, Condos,Cash,Credit cards and country clubs,) Singaporeans thrive themselfs to excel even at young age even with the amout of stress people have Singapore is known as...
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...Assignment for Strategic Management External influences on growth. All industries are influenced by the external environments, the firm's ability to react quickly tho the changes may help the growth of cripple them. There are 2 main models to help identifying them PESTEL and 5 factors. In the following, I will be discussing the relevant PESTEL tool, with incorporated 5 factor contributions due to the lack of information to plot out the 5 factor model. Politics Rules and legal compliance differs from country to country. In the budget airline segment, the delegalisation internationally is to their advantage for them, as they have now a wider geographical market opportunities. On the other hand, budget flights being able to provide international services is a real threat to the commercial flights, in which airlines which are tied to their countries comes as a hurdle in to all flight traveling to or from the country in efforts to protect their national carriers eg Singapore Airlines is ties to Singapore and Britirsh airways are tied to Great Britain. Economy Cost of the raw materials required for the business are high and an extant of good relationship with the supplier plays an active part in negotiations to drive down prices. (bargaining power of suppliers). Most continental flights generate a higher percentage of profits from loyal first class and business travelers. Social the growth in wealth globally has increased the spending power of the consumers and the demand...
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...Financial statements identify for us a multitude of figures, for example, gross profit, net current assets etc. However, these figures do not mean very much unless we can compare them to something else. There are several ratios help analysts interpret financial statements by focusing on specific relationships, such as profitability ratio, liquidity ratio, efficiency ratio, ratio and market value ratios etc (Alexander & Britton, 2004). Profitability Ratios 1. Net Profit = (Net Profit / Sales) x100% Net profit margin has increased indicating benefit gained from control of expenses or increased sale prices volume of trade (Alexander & Britton, 2004). The higher, the better. | |2011 (RM) |2012 (RM) |2013 (RM) |2014 (RM) | |Net Profit |555,324 |1,831,338 |362,124 |82,836 | |Sales |4,495,141 |4,946,091 |5,111,822 |5,415,744 | |Net Profit Margin (%) |12.35% |37.03% |7.08% |1.53% | 2. Return on Capital Employed = (Net profit / Capital employed) x 100% Return on capital employed ratio identifies how much profit the business has made from the capital invested in it (Alexander & Britton, 2004).The higher, the better. | |2011 (RM) ...
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...VIETNAM TOURISM MARKETING STRATEGY TO 2020 & ACTION PLAN: 2013-2015 (PROPOSED) Executive Summary Developed by: European Union funded Environmentally & Socially Responsible Tourism (ESRT) Capacity Development Programme Vietnam Tourism Marketing Strategy To 2020 & Action Plan: 2013-2015 (Proposed) Executive Summary Page 1 © 2013 Environmentally and Socially Responsible Tourism Capacity Development Programme This publication has been produced with the assistance of the European Union funded Environmentally and Socially Responsible Tourism Capacity Development Programme (ESRT). The content of this publication is the sole responsibility of the ESRT programme and can in no way be taken to reflect the views of the European Union. The European Union and ESRT do not guarantee the accuracy of the data included in this publication and accept no responsibility for any consequence of their use. By making any designation of our reference to a particular territory or geographic area, or by using the term “country” in this document, ESRT and the EU do not intend to make any judgements as to the legal or other status of any territory or area. ESRT and the EU encourage printing or copying exclusively for personal and non-commercial use with proper acknowledgement of ESRT and the EU. Users are restricted from reselling, redistributing, or creating derivative works for commercial purposes without the express, written consent of ESRT and the EU. Environmentally...
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...Home About Us Sustainability Our Companies Press Centre Investor Centre Reading Room Careers WPPED Cream Advertising Branding Consumer Insights Design Digital Marketing Market Research Media Public Relations Relationship Marketing Atticus Journal Awards Blogs Books Hot Topics OnScreen Reports & Studies Reading Room > Branding Welcome to the 2012 BrandZ Top 100. This year has seen the combined value of all brands in the Top 100 ranking rise by 64% since its launch in 2006 and up 17% since 2010; it is now worth a staggering $2.4 trillion. This is the seventh annual edition of a report that's become the definitive source for understanding brand value, and the strategies that help build and sustain it, across numerous product categories. Download the full rankings/analysis: BrandZ ranking report (pdf, 27 Mb) Press release - BrandZ 2012 FT Report BrandZ 2012 Flipbook BrandZ Webinar BrandZ Mobile Download the App > About BrandZ SNAPSHOT Interviews: 2,000,000+ Brand Measurements: 65,000+ Categories: 380+ Research Methodology: Quantitative Frequency of Updates: Annual Covered Countries: 40+ countries Americas: Argentina, Brazil, Canada, Chile, Colombia, Mexico, USA Asia: China, Hong Kong, Indonesia, India, Japan, Malaysia, Taiwan, Thailand, Vietnam, Israel, Saudi Arabia, South Korea Europe: Belgium, Czech Republic, France, Greece, Hungary, Ireland, Italy, Norway, Poland, Russia, Sweden, Switzerland, Denmark...
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...Role of Social Media in Building Fashion Brand in Thailand Name Instructor Course Institution Date Role of Social Media in Building Fashion Brand in Thailand Social Media Social media are tools that permit the creation, sharing, or the exchange of information, career interests, concepts, and multimedia images and videos in online networking and communication sites. Social media is reliant on mobile and web-based technologies that create an interactive social platform that enables individuals, groups and organizations to share, converse and revise on the different contents available by the users. Social media appear in different forums such as blogging, business networking, social networking and video sharing. Social media sites have certain characteristics that make it suitable for business and brand marketing. One of the characters of social media sites that most businesspeople look forward to is virality common in most sites. Most social media sites have the reshape feature such as the retweet button in Twitter, pin in Pinterest and reblog in Tumblr. This is an important tool in marketing products since viral marketing may lead to the reaching of the post to a large population of social media users who may spread it to other important sites. Another form is the use of mobile social media. Mobile social media is a growing forum in the current generation. Mobile social media is a combination of mobile devices and social media. This includes the inclusion of...
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...SWOT Analysis The Internal Environment…………………………………………………………………5 Strengths……………………………………………………………………………………..5 Weaknesses…………………………………………………………………………………5 The External Environment…………………………………………………………………6 Opportunities………………………………………………………………………………..6 Threats ……………………………………………………………………………………….6 Summary of key issues and implications for the eco-Nano…………………….…6 Marketing Objectives……………………………………………………………………..7 Segmentation, targeting and positioning strategies………………………………..8 The marketing mix………………………………………………………………………….9 Marketing budget………………………………………………………………………...10 A marketing Audit the Gap Analysis Recommend evaluation and control…………………………………………………12 Assess the internal marketing environment…………………………………………15 Processes and techniques ……………………………………………………………..16 The Boston Consulting Grid …………………………………………………………….16 McKinsey’s Seven S’s ……………………………………………………………………17 The planning Gap………………………………………………………………………..18 Brand management Role and significance of Branding…………………………………………………….22 Impact of Branding on marketing mix………………………………………………..22 Brand management……………………………………………………………………...23 Recommendation for improvement…………………………………………………..24 core section - task one Case – Tata motors 1 Introduction Tata Motors Ltd is a wholly owned company which is a part of the TATA GROUP. The company is going to launch a new eco-friendly car in the existing segment that another car, the Nano has already been developed for. This new car will...
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...companies or other intermediaries in order to achieve greater control over the marketing function and to earn higher profits. While this method has proven to be successful for Avon and has certainly contributed to their longevity in the market, there are still crucial factors imposing on the company’s global presence throughout the world. The case study “Avon Calls on Foreign Markets” shed light on issues related to branding, pricing, promotion, as well as distribution. Throughout this analysis, I have identified the shortcomings of Avon over the decades and have also provided recommendations for moving forward. Global Branding Avon is known for their standardized branding, which allows the company to create a uniform global quality image while saving costs by using uniform ingredients and packaging. While this method may be helpful in increasing sales in Thailand as consumers prefer to buy beauty products made by foreign companies, this may not necessarily always work out to Avon’s advantage. For instance, Daniels et al (2011) reveals several barriers to uniform branding that Avon should most certainly be aware of. For many different countries and cultures, language can have ambiguous meanings. With uniform brands, Avon runs the risk of developing a product that has a certain meaning in one country, while meaning something completely different in another country. Even more damaging, if the brand name translates into something derogatory or offensive, it then sheds a negative light...
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...Corona: Let the World Wait Robin Nayak and Vu Nguyen Warc Prize for Asian Strategy Shortlisted, 2013 Title: Author(s): Source: Issue: Corona: Let the World Wait Robin Nayak and Vu Nguyen Warc Prize for Asian Strategy Shortlisted, 2013 Corona: Let the World Wait Robin Nayak and Vu Nguyen Campaign details Brand owner: Grupo Modelo Agency: TBWA\ Singapore, Digital Arts Network (DAN), INTO-DIGITAL OY, Wicked Digital Media Brand: Corona Country: China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Sri Lanka, Taiwan, Thailand, Vietnam Channels used: Events and experiential, Internet - microsites, widgets, Mobile and apps, Outdoor, out-of-home, Point-ofpurchase, in-store media, Print - general, unspecified, Sales promotion, Social media, Sponsorship - event or property Media budget: Up to 500k Executive summary Corona Extra is one of the world's largest producers of export beer, renowned for the beach and good times with friends. But sales in Asia were stagnant. Competing with beer brands that capitalised on a status-driven lifestyle, Corona had to create distinction in a same-same category to gain share of throat. Corona's laid-back approach to life did not naturally resonate with local consumers. On top of that, Corona faced other challenges: limited distribution network, comparatively smaller marketing budgets, and a price of entry three times higher than the industry average. It was time to make Corona's causal...
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...able of Content…………………………………………………………………2 1. Abstract……………………………………………………………………...3 1.1 Conclusions……………………………………………………………...3 1.2 Recommendations……………………………………………………….4 2. Introduction……………………………………………………………….…5 3. Background to AirAsia……………………………………………………..6 3.1. Organization Definition………………………………………………..6 3.2. Looking at the Organization…………………………………………… 4. Industry Framework Analysis……………………………………………….. 4.1. Porter’s 5-Forces Model………………………………………………… 4.2. External factors using a PEST analysis………………………………… 4.3. Internal factors using a SWOT analysis………………………………… 5. Conclusion and Recommendations………………………………………….. 5.1. PEST 5.2. Task 2: Technological Change……………………………….. 5.2.1 Analyze Policies and Decision Making 5.2.2 Evaluate Effectiveness and Response 5.2.3 Demonstrate Areas of Improvement 5.3. SWOT………………………………………………………………… 6. References…………………………………………………………………. 7. Appendices………………………………………………………………… Appendix 1 Porter’s 5 Forces Model………………………………………….. 1. Abstract This report consists of an internal and external analysis of AirAsia using various methods including a PEST, Organization analysis, SWOT analysis and Porter’s 5 forces model. The main outcomes of the report are: 1.1 Conclusions reached: 1.2 Recommendations reached: 2. Introduction The company chosen for this report was AirAsia. The assignment required that: • A management report of 3,500 to 4,000 words is written on an organization. The report should describe, analyze and assess...
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...“Board”) through the 12 Visit Indonesia Tourism Offices (“VITO) located in 11 countries (2 VITO in China, Beijing and Guanzhou), and the 33 provincial tourism boards of the 33 provinces in Indonesia. Indonesia’s 58 embassies and representative offices overseas also conduct tourism promotion via its economic office. The Board does not have control over the activities of the embassies or the provincial tourism boards. Objectives, Terms of Reference and Approach We were instructed to conduct an assessment and evaluation of the marketing communication strategy of the Board to promote Indonesia to international tourists. We were further instructed to focus our research specifically to promoting to the international markets. Based on the weaknesses identified, we are to provide our recommendations for improvements. The result of our work is contained in this report. 1 PART A: CRITICAL ASSESSMENT OF MARKETING COMMUNICATION STRATEGY Introduction The challenge in...
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...1. Abstract This report consists of an internal and external analysis of AirAsia using various methods including a PEST, Organization analysis, SWOT analysis and Porter’s 5 forces model. The main outcomes of the report are: 1.1 Conclusions reached: 1.2 Recommendations reached: 2. Introduction The company chosen for this report was AirAsia. The assignment required that: • A management report of 3,500 to 4,000 words is written on an organization. The report should describe, analyze and assess the impact of external and internal factors on the organization and evaluate the organization’s responses • In relation to technological change, analyze how it influences policies and decision making, critically evaluate the effectiveness of the organization and recommend areas for improvement in response for the organization. The company has been analyzed using the aforementioned procedures and tools; and conclusions and recommendations have been reached from these tools. 3. Background to AirAsia 3.1. Organization Definition A ‘no-frills’ airline is defined as one “That uses charter and/or scheduled flights to offer bargain-basement fares. Budget airlines usually land at and take-off from secondary airports, do not provide in-flight meals or refreshments, and may not even offer numbered seat allocation. Their ticket prices are fixed and non-refundable in case of a cancellation or no-show”. (i) 3.2. Looking at the Organization AirAsia is one of the fastest growing airline companies...
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