...31/08/2011 Group 2 – Kieran Tierney Marketing Plan: Vifon Cup Noodles Contents 1. EXECUTIVE SUMMARY 3 2. CURRENT MARKETING SITUATION 4 2.1. Introduction 4 2.2. Situation analysis 4 2.2.1. Microenvironment 4 2.2.2. Macroenvironment 6 3. SWOT ANALYSIS 9 4. OBJECTIVES 10 4.1. Corporate objectives 10 4.2. Financial objectives 10 4.3. Marketing objectives 10 5. SEGMENTING, TARGETING AND POSITIONING 11 5.1. Segmentation table 11 5.2. Targeting 11 5.2.1. Evaluating Market Segment 11 5.2.2. Target marketing strategy 12 5.3. Positioning 12 5.3.1. Positioning map 12 5.3.2. Possible value different and competitive advantage 12 5.3.3. Choosing the right competitive advantages 13 5.3.4. Overall positioning strategy 13 5.3.5. Positioning statement 14 6. MARKETING MIX STRATEGIES 14 6.1. Product strategy 14 6.1.1. Brand Life cycle stage 14 6.1.2. Levels of Products and Product strategy 15 6.1.3. Brand Development Strategies – Line extension 16 6.2. Price Strategy 16 6.2.1. Product Mix Pricing Strategies 16 6.2.2. Price-Adjustment Strategies 17 6.3. Place strategy 17 6.3.1. Administered Vertical Marketing System 17 6.3.2. Multiple distribution channels 18 6.3.3. Channel design 19 6.4. Promotion 19 6.4.1. Promotion mix strategies 19 6.4.2. Promotion tools 20 7. ACTION PROGRAM 23 8. CONTROL PROGRAM 25 REFERENCES 26 1. EXECUTIVE SUMMARY Vifon (Vietnam Food Industries Joinstock Company) seeks to provide a...
Words: 7534 - Pages: 31
...After the Pittsburgh Penguins captured the Stanley Cup in 2009, dynasty talk began. With Sidney Crosby and Evgeni Malkin in their prime, lesser known heroes like Chris Kunitz and Pascal Dupuis contributing, a sound goalie in Marc Andre Fleury and a strong defensive core with a growing stockpile of prospects developing for the Wilkes-Barre/Scranton Penguins, the future looked very bright for the black and gold fresh off of raising the Stanley Cup. But the next six seasons didn't quite work out that way. Even after very strong regular seasons from 2009-2015, the hockey demons haunted the Penguins in the Stanley Cup Playoffs, and they were ousted each year before reaching the Finals. Pittsburgh’s playoff struggles culminated after another disappointing...
Words: 1414 - Pages: 6
...The FIFA World Cup, often simply the World Cup, is an international association football competition contested by the senior men's national teams of the members of Fédération Internationale de Football Association, the sport's global governing body. The championship has been awarded every four years since the inaugural tournament in 1930, except in 1942 and 1946 when it was not held because of the Second World War. The current champions are Spain, who won the 2010 tournament in South Africa. The current format of the tournament involves 32 teams competing for the title at venues within the host nation over a period of about a month; this phase is often called the World Cup Finals. A qualification phase, which currently takes place over the preceding three years, is used to determine which teams qualify for the tournament together with the host nation. The 19 World Cup tournaments have been won by eight different national teams. Brazil have won five times, and they are the only team to have played in every tournament. The other World Cup winners are Italy, with four titles; West Germany, with three titles; Argentina and inaugural winners Uruguay, with two titles each; and England, France, and Spain, with one title each. The World Cup is among the world's most widely viewed sporting events; an estimated 715.1 million people watched the final match of the 2006 FIFA World Cup held in Germany. The next three World Cups will be hosted by Brazil in 2014, Russia in 2018, and Qatar...
Words: 256 - Pages: 2
...Three Cups of Tea "Educate a boy, and you educate and individual. Educate a girl, and you educate a community.” Three Cups of Tea is a very powerful and inspiring book. I enjoyed it thoroughly and I would recommend it to any of my peers. I enjoyed reading about Mortenson’s accomplishments when it comes to the Balti People. I love that Relin portrayed Mortenson with all his flaws. He is a human and makes mistakes but it was the way he overcame his mistakes and challenges that impressed me. Relin’s writing in Three Cups of Tea is beautiful, elegant and sophisticated. This book had such an influence on the way I view the world and all the people in it especially those in impoverished countries. I particularly enjoyed how the Balti people influenced Mortenson’s life in such extreme ways. The two prompts that I decided to write on are “Have you ever known anyone like Mortenson” and “Discuss his repeated brushes with failure and how they influence your opinion of Mortensen”. Let me begin by saying Mortenson is an amazing individual. He did something that not many people have the gusto to go through with. He truly loved the Balti people and wanted the make their lives better through education. When I first read this prompt I immediately thought of one of my youth leaders, Cherissa Newton. She hasn’t accomplished anything as substantial as building a school for people in some foreign land. But, she is a social worker who works with underprivileged children each and every day....
Words: 688 - Pages: 3
...HungWei Lin Instructor: Connie Alves English 90 June 11th, 2011 Journal 10 According to the information from Central Asia Institution in 2010, there are 61 schools in Afghanistan and 87 schools in Pakistan, 53 girls’ schools included. Additionally, in this date, there are 171 schools in total, which is a huge amount of schools built by CAI. However, the Taliban, which is notorious for its terrorism, has burned or destroyed over 600 mostly girls’ schools since 2007, and one of them was built by CAI. Until 2009, there were 240 schools built by CAI destroyed. The reason why the Taliban make the school devastated or ruined is that once the education rapidly spread through Central Asia, it’s hardly to have people join the Taliban. The terrorism will no longer survive with the effect of education. Furthermore, the schools were built in the presence of protection of elders, strong community background, and the U.S. military as well. The damage done by terrorism to the schools is less than before nowadays, but the harm of mud flooding and earthquakes are ineluctable. On educational aspect, CAI does a great job. They provided the curriculum based on the culture there as well as the salaries for teachers. At first, the teachers were mostly volunteers, but recently, people once received education from CAI schools had returned as a teacher. The non-fiction book about Greg Mortenson’s touching story seems like what would only happen in the movie or drama, that is, really incredible...
Words: 591 - Pages: 3
...A New Perspective on the Islamic Culture A Balti proverb says, "The first time you share tea with a Balti, you are a stranger. The second time you take tea, you are an honored guest. The third time you share a cup of tea, you become family,” this helped originate the title for this novel and is a main message that I believe is presented throughout the book by either direct or indirect means. When I first began reading “Three Cups of Tea” by Greg Mortenson and David Oliver Relin, I had my own personal ideas about the people who practiced Islam and lived in areas of the Middle East similar to the Balti. I never believed that any story would change the perceptions that had become engraved in my mind since a young age and influenced by the harsh activities such as the attacks of 9/11. “Three Cups of Tea” is a story based on Mortenson's experiences in the area near K2 and especially the village of Korphe. The story begins with a failed attempt of reaching the summit of the K2 in order to put his sister’s necklace there to honor her death. However,the journey ends up becoming a bigger accomplishment. This story is the telling of one man’s dedication to build schools and help a group of people who struggle with poverty to become better educated, especially girls who are seen to not be allowed to privileges of education. Throughout the novel, there are different times in which the Balti people show fierce yet hospitable actions and within this essay I will fully discuss...
Words: 1760 - Pages: 8
...Salma Dahbi MKT 5305 December 2nd, 2015 Nike Football: World Cup 2010 South Africa Nike is considered one of the most successful companies worldwide. It is well known for being the greatest producer and provider of sport gear, shoes, equipment, and different services. As most countries are now taking part in all different kinds of sport disciplines, we can undoubtedly say that in nowadays’ business world, the sport industry is deemed as one that is worth billion of dollars. Besides, it is very important to mention that Football (Soccer) in its turn is one of -if not the only- most famous sport played all over the world. This is the main reason why most companies belonging to the sport industry have great chances getting into this significant and profitable international market. As a matter of fact, the football market analysis has showed that the demand of football products gets quite preeminent with time. The following article points out to the different marketing strategies used by Nike to stay at the peak of the market concerning their varying types of football products, as well as it displays, in details, Nike’s 2010 Football World Cup campaign. Moreover, the case study in hand reflects the background of Nike and how its industry operates. It also shed light on the issues that the company had to deal with all through the 2010 World Cup campaign. Next, it analyzes how Nike is positioned in the market, and how the company is conducting itself as regards to its competitors...
Words: 1332 - Pages: 6
...FIFA World Cup to gain the major beer sponsorship Anthony Colaluca Southern New Hampshire University Table of Contents Heineken Background: Past and Present Information about Qatar Risks and Opportunities for Heineken to consider Cultural Differences between the Netherlands and Qatar Entry Strategy into Qatar Recommendations for Heineken setting up an operation in Qatar World sporting events bring people together throughout the globe to one location for the event. These events happen usually every four years and bring the host country great tourism and added income. One world sporting event in particular, FIFA World Cup, happens every four years and is one the best attended world sporting event. FIFA has decided to award the 2020 World Cup to the country of Qatar, the first Middle East nation to host such an event. Big events like the World Cup have major sponsors that are able to advertise their name to millions of fans attends and even more watching throughout the world. One of the major sponsors and marketing affiliates of the World Cup is beer. A major beer company that has the potential to be a sponsor for the 2022 World Cup in Qatar is Heineken. However Heineken currently does not have an operation set up in Qatar and needs to look into this idea to help it stand a chance to gain the major beer sponsorship for this worldwide event. We will be looking at what Heineken has to do to set up operation in Qatar before the 2022 World Cup to have that...
Words: 3553 - Pages: 15
...Assignment: “ICC WORLD CUP 2011" * History of “ICC World Cup” : ICC World Cup is one of the great events for cricket. Every four year after this World Cup is happening. The full name of ICC is”International Cricket Council”. Since 1975 in England the fast World Cup was going on. But the fast cricket match was played between Canada and the United States, on the 24 and 25 September 1844 and the fast test match was played between Australia and England in 1877. After 1975 World Cup last but not the list 2011 World Cup was happened. * Introduce with “World Cup 2011”: This time the “ICC World Cup 2011” was held in ASIA. Bangladesh, India, Sri Lanka were organizing this World Cup. It was Bangladesh’s first time co-hosting a World Cup. But in ASIA another country Pakistan was also the co-hosted this World Cup, but unfortunately they missed it. This World Cup took place between 19th February and 2nd April. The opening ceremony was held on 17th February in Bangabandhu National Stadium, Dhaka.19th February was the fast match played between Bangladesh VS India. * Opening ceremony in Bangladesh: In 17th February 2011 was Memorable Day for Bangladesh. Because, the opening ceremony of the World Cup was held in Bangladesh first time ever. In this program all the host country present their culture program, talent and so on...
Words: 725 - Pages: 3
...Importance of hosting the World Cup Ever since its conception in 1930, the World Cup was mainly hosted in the American and European countries. However, Africa and Asia won the 2002 and 2010 bids respectively, while Brazil hosted the 2014 tournament. Countries spend millions bidding for the world cup and hosting the event in the name of it being an investment and an opportunity to boost a nation’s profile. However, this expectation is not always the case because the returns accruing from the intended ‘economic boost’ are far outweighed by the costs. Host states have to substantially alter its budget to fund the event and the costly preparations at the expense of national issues. The sporting tournament is expected to accrue a number of benefits to a host country's economy, including an influx of tourism, creation of employment, improved infrastructure and a higher global profile. A country does gain from hosting the tournament, but not as much as anticipated. Consider South Africa, for instance, which hosted the 2010 World Cup. At the time, the state had a number of national issues to resolve such as poverty, crime and drugs. Instead, $ 4.1 billion was refocused from its priorities towards a short term sporting event at the expense of creating employment, facilitating education, funding sustainable infrastructure and mitigating social problems. In preparation for the 2010 sporting tournament, South Africa bore the costs of upgrading and constructing its facilities in conformity...
Words: 574 - Pages: 3
...Last year I had read the book entitled “Three cups of tea: One man’s mission to promote peace…One school at a time” by Greg Mortenson and David Oliver Relin. This book has influenced my perceptions of the world that there still exists compassion and humanity. The book traces the life of mountaineer Greg Mortenson and his efforts towards establishing schools for the people of the remote, inaccessible areas of Pakistan and Afghanistan. Greg Mortenson was a mountaineer who got lost in the mountains of Pakistan on his way back from climbing K2, one of the world's highest and most dangerous peaks, in the Himalayas. He wandered into Korphe, a poor Balti village in Pakistan, where the chief and his people took him in and nursed him back to health. Moved by their kindness, Greg promised to return and build a school for the children. This is the remarkable story of how, against all the odds, Greg built not only one but more than sixty schools in Pakistan and Afghanistan, and dedicated his life to establishing literacy and peace. Pakistan, touted by many as a harbinger of war, was in a state of war when the author chanced upon the province of Balti. The natives therefore were hesitant and apprehensive of the unknown and fearful of outsiders. The presence of a stranger could have spurned them, but they nursed and sheltered Greg. This proves that compassion and selflessness are still alive. At this juncture the book reintroduced to me this amazing category of people who are still...
Words: 477 - Pages: 2
...Book Review Greg Mortenson & David Oliver Relin. Three Cup of Tea. New York: Penguin Young Reader Group, 2009, 209 pages. This book is from the author’s personal story of how he discovered himself from the failure of mountain climbing to the rescue by the village Korphe in Pakistan. His life goal occurred a big change and resulted the commitment of building schools for poor children in Pakistan and Afghanistan mountains which inspired by the kindness offering that the little mountain village’s chief he stayed. Furthermore, this book is about the process of how he achieved this life goal. Biography of The Author Greg Mortenson is born in Minnesota and move to Tanzania with his parents when he was just three months old because of his father was missionary. He went back to the domestic of the United States when he was fifteen years old. Mr. Mortenson is also a previous mountain climber. He is the cofounder of the nonprofit organizations the Central Asia Institute and Pennies for Peace. He has established many schools in rural and often volatile regions of Pakistan and Afghanistan, which provide education to more than 28,000 children where few education opportunities existed before, especially female children. Introduction of The Book Greg Mortenson, the author of this book, went to Pakistan for climbing the second highest mountain in the world, K2, to memorize his dead sister. After the unexpected failure of his challenge, he got lost in the mountains. However,...
Words: 3360 - Pages: 14
...In 2007, Three Cups of Tea had signaled much confusion. One individual, Greg Mortenson, helped publish Three Cups of Tea and his fabrication could be seen throughout the book. A few individuals had seen the lies and took action. CBS and Jon Krakauer reported about Greg Mortenson’s lies in 60 Minutes. After that, NBC had interviewed Mortenson, confirming that he lied in his book. Greg Mortenson fabricated his story, he also built schools for children in the Middle East. Mortenson should be punished for his lies in Three Cups of Tea. When Three Cups of Tea was published, much controversy, about Greg’s schools, was raised. Mortenson, according to the argument, lied about the number of schools he built. In 2011, Jon Krakauer had written Three Cups of Deceit, claiming that much of Mortenson’s experiences regarding his adventures in making his schools are highly exaggerated. Krakauer uses Mortenson’s acquaintances to support his claims, against Mortenson (Krakauer). CBS, also, launched an investigation on Mortenson. CBS had aired in 60 Minutes that he did lie. In 60 Minutes, Krakauer claimed that Mortenson did create schools, but Three Cups of Tea is over exaggerated....
Words: 491 - Pages: 2
...KNH 313 Sport Economics and Finance Assignment #3 Economic Impact of the FIFA World Cup 2014 on the Host Destination Brazil Table of Content Introduction 3 Economic Impact 3-4 Event Tourism 4-5 Image and place marketing 5-6 Urban development and renewal 6-8 Social development 8-9 Conclusion/Discussion 9-11 Bibliography 12 Introduction The purpose of this report is to analyze and define the economic impact of the FIFA World Cup 2014 in Brazil. An economic impact report allows public sector bodies to analyze their economic return on investment and it also demonstrates how events drive economic benefits that enable event organizers to develop practices maximizing these benefits. (eventIMPACTS) In 2007 Brazil was announced as the host of the world`s biggest football event, the FIFA World Cup 2014. This will be the second time the country has hosted the competition, making Brazil the fifth country to have hosted the FIFA World Cup twice. This extraordinary event will be held from 12 June till 13 July and will take place in 12 stadia spread over Brazil. (Brazilian Federal Government) This paper begins with an overview of the economic impact by hosting this event. Furthermore I will outline the impact of the 2014 FIFA World Cup on tourism, the destination image and the development of infrastructure. I will then conclude by identifying...
Words: 3883 - Pages: 16
...Rugby World Cup Opening Ceremony; a Commemoration of Rugby’s Origin YourFirstName YourLastName Instructor's Name Course Title 27 September 2015 Rugby World Cup Opening Ceremony; a Commemoration of Rugby’s Origin “Ladies and gentlemen, I am greatly honored for being part of this colorful event where history will be made. We are all here to celebrate the opening ceremony of this beautiful landmark in world rugby. We have waited four years, but now we are just one hour away from the kickoff of the first match of the 2015 Rugby world cup in our iconic Twickenham stadium at the heart of England, the beautiful city of London. Wow, this is beautiful; I am standing in front of 81000 rugby fans, the biggest rugby stadium on earth. I assure every rugby fan that this world cup will offer breathtaking moments that will live in us forever. Heroes will be born, rivalries will emerge all in the name of glory, but only one country will emerge as victorious. This event is a place where athletes measure their strengths and abilities but a source of unity all over the world. The sport has brought in 20 of the best nations in the world to do battle for a chance of taking the beautiful Webb Ellis cup home. The rugby world cup and the world rugby organization, is against all forms of discrimination, from racism to gender discrimination, we stand firm and against this forms of discriminations. Who can forget in the year 1995 when Nelson Mandela...
Words: 633 - Pages: 3
