...Table of Contents 1.0. EXECUTIVE SUMMARY 2 2.0. BUSINESS MISSION VISSION AND STRATEGIC OBJECTIVES 5 2.1. Company Mission and Vision 5 2.2. Goals 5 2.3. Core competence/sustainable competitive advantage 6 3.0. ANALYSIS OF THE BUSINESS INTERNAL AND EXTERNAL ENVIRONMENT 7 3.1. Micro Environment (C3SPM ) 7 3.2. Macro Environment (SLEPT) 12 4.0. KEY CRITICAL SUCCESS FACTORS 15 5.0. SWOT 17 6.0. BASIC STRATEGIC THRUST 23 6.1. Proposal 1: Innovation 25 6.2. Proposal 2: Differentiation 26 6.3. Proposal 3: Focus 27 6.4. Proposal 4: Synergy 28 6.5. Proposal 5: Branding 29 7.0. MARKETING GOALS 30 7.1. BMW 3 Series Sales 30 7.2. BMW 3 Series Life Cycle 30 8.0. PRODUCT-MARKET INVESTMENT STRATEGIES 31 8.1. Ansoff’s Product- Market growth strategies 31 8.2. Target market selected and why? 31 9.0. STRATEGIC MARKET MIX (Medium Term 3-5years) 32 9.1. Product 32 9.2. Price 33 9.3. Place 34 9.4. Promotion 36 10.0. SALES FORCAST AND FINANCIAL PROJECTIONS 37 11.0. GANTH CHART 39 12.0. REFRENCE 39 13.0. APENDIX 40 1.0. EXECUTIVE SUMMARY This report takes its starting point in the evaluation of the BMW Group through a strategic Market analysis of its best selling model the BMW 3 Series. The outlook obtained from the evaluation is used to create a strategic market plan for the BMW 3 Series. The analysis was divided into two parts: External and internal. The external analysis started with outlining the macro environment which was described...
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...Infrastructure 7 4.9. Currency strength and stability and current rate of exchange 7 4.10 General Trade Restrictions and discussion of trade environment 7 4.12. Description of Religion and It’s Impact on Daily Life 7 5. Description of Daily Life and Lifestyles 8 5.1. Male/Female Roles in Society 8 5.2. Recreation/sports/and leisure activities 8 5.3. Impact of Technology (Available technologies and skill level of the general population and labor force) 8 8. COMPETITIVE ANALYSIS 8 8.1. Compare on market(Strength/weaknesses)/contrast your product with competitors’ products 8 8.2. Competitive brands available in the market 8 9. Estimated industry-wide sales (or volume) for year—all brands 8 10. Market Conditions Faced 9 10.1. Consumer buying habits 9 Distribution of similar or competitive products 9 10.2. Advertising and Promotion 9 10.3. Media that can be used to reach target market 9 Sales promotions customarily used in this product category 9 Pricing 9 11. MARKETING PLAN 9 Describe the target market 9 Geographic region(s); demographics, lifestyles, etc 9 11.1. Your Product 9 11.2. Positioning Strategy 9 11.3. Your Marketing Objectives 10 11.3.1. Target market (specific description of the market) 10 11.3.2....
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...Product/Services/Promotional Strategies Offered by Nike Nike is a worldwide manufacturer of apparel and accessories that is listed on the New York Stock Exchange under the symbol, NKE. Founded in 1964 by Phil Knight and Bill Bowerman as Blue Ribbon Sports only to later become Nike in 1978, Nike is currently headquartered in Beaverton, Oregon. With total revenues exceeding $19Bn, Nike is currently the world leader in sports apparel and accessories and has a strong presence in almost every part of the globe. Initially founded as a running shoe company, geared specifically for runners, Nike grew and expanded to the point that they offer both footwear, clothing, and related accessories for every sport on the planet. The different types of specialized products to suit this purpose is mind-boggling and their desire to stay on the cutting edge of both fashion and design/functionality is admirable. For example, Nike has helped not only create and pioneer state-of-the-art footwear in sport of football, they also have helped create a variety of accessories to help the football athlete achieve the highest success. Things like padded undergarments, uniforms, chinstraps, and gloves...just to name a few. And this pursuit isnt limited to major sports like football and basketball. Nike has more eclectic product lines, such as their own balls and bags in golf. Or an line of pads and headwear for cricket. The list is truly endless. The symbol and trademark of Nike is their unmistakeable swoosh...
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...Assignment You have been provided with a case study of NIKE (see Appendix 1). In your case report, identify three or four Marketing Challenges covered in this subject and address how those challenges can be met using the principles developed in this subject. Please ensure to use academic in-text references adequately to support your suggestions. Report writing format should be used Important Instructions 1. Assignments must contain proper citations and referencing using the Harvard style referred to in the AIB Style Guide, that is: a. citations (or in-text references) of quoted and paraphrased materials to support your arguments/comments, and b. a reference list relating specifically to your in-text references. 2. Your grade will be adversely affected if there is no/poor citations and/or reference list, as referred to above. 3. Assignments of this nature normally contain between 6 and 12 relevant references from different sources in the reference list. 4. All references must be from credible sources. Journals sourced from the EBSCO Host library (see Online Library User Guide on the next page) should be used first, then books, company documents and other media. 5. You are encouraged to make use of the AIB online library which can be accessed through the AIB website. 6. AIB checks assignments with anti-plagiarism software. Please carefully check your assignments before final submission to ensure that all quoted and paraphrased materials are properly cited and referenced...
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...Executive Summary Nike manufactures and markets sports apparel and equipment on a global scale. They operate in 160 different countries, and have revenues of $18.6 billion. Yet, they are a growth company. Without any significant acquisition, they have consistently grown revenues and profits over the past several years by shifting emphasis on brands they own in growth sectors. Nike’s marketing strategy revolved around two concepts – premium positioning and everyone with a body is an athlete. These concepts drive their strategies, including endorsements from the world’s most popular athletes, and the development of products for both the serious athlete and the mass market. Financially, Nike is strong. They are liquid and are on a steady growth trajectory. They are, however, underleveraged. The company derives significant strength from its global production and logistics network. Despite this, the company faces many threats, both competitive and economic. Nike is well-positioned to defend against these threats. Their move into growth sectors of the market shows savvy. It is recommended that their convoluted organizational structure to reduce operational duplication. They should also adjust their capital structure to make it more efficient. It may also be time for Nike to make a major acquisition, capitalizing on slumping equity markets to strengthen their defenses against economic downturn and competitive threats. If Nike is able to make these adjustments and strategic...
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.... THE WORLD OF MARKETING IMPORTANCE OF MARKETING THE SCOPE OF MARKETING COMPONY ORIENTATION TOWARDS THE MARKET PLACE FUNDAMENTAL MARKETING CONCEPTS, TRENDS AND TASKS. Defining Marketing An organizational 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 Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Defining Marketing An organizational 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 Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Marketing Management is the art and science of choosing target markets and building profitable relationships with them. Structure of Flows Manufacturer markets Services, money Government markets Services, money Services Services, money Taxes Taxes, goods Taxes, goods Taxes, goods Money Money Consumer markets Intermediary markets Goods, services Goods, services Resources Resources Resource markets Money Money. . QUALITY IN MARKETING Quality has three dimensions Meeting and striving...
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...TITLE A STUDY ON EFFECTIVENESS OF MARKETING COKE AND PEPSI IN IT CITY. OBJECTIVE 1. Finding the satisfaction of retailers towards the movement of Coke and Pepsi in terms of value addition and promotional strategies of Coke and Pepsi. 2. Products and quantities offered and the satisfaction different class of customers. Problem Statement Based on the promotional strategies, improvement of distribution efficiency and suggestions for the improvement in terms of the value addition towards the retailers by Coke and Pepsi distributors. Literature Review 1. Lemley, Mark & McKenna, Mark The article discusses market definition in terms of intellectual property (IP) and antitrust law in the U.S. as of August 2012. The carbonated soft drink products developed by the competitors Coca-Cola Co. and PepsiCo Inc. are used to address several IP and antitrust law issues, including fair use under copyright law and mark similarity under trademark law. A consideration of supply substitution under antitrust market definition is also mentioned. 2. Nair, Anil & Selover, David D (2012) The study of competitive dynamics has become a vibrant area of research within strategic management. We contribute to this research stream by examining the nature of competitive interaction between Coke and Pepsi. We found that while Coke''s and Pepsi''s strategies display interdependent relationships, the volatility of the interaction among strategies do not always attenuate over time, and Coke''s...
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...Background ............................................................................................................................. 3 Problem Identification ............................................................................................................ 3 Financial and Marketing Objectives ....................................................................................... 3 Part II: Market Analysis .................................................................................................................. 5 Market Situation and Macroenvironment ............................................................................... 5 Product Situation..................................................................................................................... 6 Competitive Situation ............................................................................................................. 6 Distribution Situation .............................................................................................................. 6 SWOT Analysis ...................................................................................................................... 7 Part III: Primary Marketing Research ............................................................................................. 9 Research Objectives ................................................................................................................ 9 Methodology...
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...Term Paper on Bata Shoe Companys Operations in Bangladesh INTRODUCTION: Bata Shoe Company is one of the largest companies not only in Bangladesh but also in many other countries. Bata Shoes is a large, family owned shoe company based in Bermuda but currently headquartered in Lausanne, Switzerland, and operates 4 business units worldwide – Bata Europe, Bata Emerging Markets, Bata Branded Business and Bata North America. It has a retail presence in over 50 countries and production facilities in 26 countries. In its history the company has sold more than 14 billion pairs of shoes. In 1985 Bata Shoe listed in Dhaka Stock Exchange. At this moment, its shares are traded in our two stock exchanges (DSE& CSE). Objective of the study: Objectives of the study are given below – • To know about Bata’s products. • To get idea about their current business condition. • To analyze its market position with it’s’ competitors. • To take an over view of their market strategies. Methodology of the study: This is a descriptive analysis. Most of the data is secondary data. I have collected the data from different websites and by taking viva of some Bata officials. Limitations of the study: To prepare this term paper we faced a lot of problems which include time & cost. Moreover, we faced a lot of difficulties to find out the actual data from websites. The officials also were not cooperative to give data about their company for their company’s regulation. An over view...
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...Term Paper on Bata Shoe Companys Operations in Bangladesh INTRODUCTION: Bata Shoe Company is one of the largest companies not only in Bangladesh but also in many other countries. Bata Shoes is a large, family owned shoe company based in Bermuda but currently headquartered in Lausanne, Switzerland, and operates 4 business units worldwide – Bata Europe, Bata Emerging Markets, Bata Branded Business and Bata North America. It has a retail presence in over 50 countries and production facilities in 26 countries. In its history the company has sold more than 14 billion pairs of shoes. In 1985 Bata Shoe listed in Dhaka Stock Exchange. At this moment, its shares are traded in our two stock exchanges (DSE& CSE). Objective of the study: Objectives of the study are given below – • To know about Bata’s products. • To get idea about their current business condition. • To analyze its market position with it’s’ competitors. • To take an over view of their market strategies. Methodology of the study: This is a descriptive analysis. Most of the data is secondary data. I have collected the data from different websites and by taking viva of some Bata officials. Limitations of the study: To prepare this term paper we faced a lot of problems which include time & cost. Moreover, we faced a lot of difficulties to find out the actual data from websites. The officials also were not cooperative to give data about their company for their company’s regulation. An over view...
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...Sport MarHeting Quarterly, 2006, 15, 114-123, © 2006 West Virginia University Coca-Cola vs. PepsiCo — A "Super'' Battleground for the Cola Wars? Steve M. McKelvey Overview of the Soft Drink Industry Coca-Cola: The Defending Champion Since its inception in the late 1800s, Coca-Cola has experienced meteoric growth, progressing from nine glasses per day to nearly 4.5 billion cases on an annual basis ("Top 10," 2004). Today, Coca-Cola offers nearly 400 brands in over 200 countries and controls the highest market share (44%) in the soft drink market ("Top 10," 2004). In addition to its leading global market-share, Coca-Cola also retains the title of having the most popular individual beverage in the world in Coca-Cola Classic, with an 18.6% market share ("Top 10," 2004). Additionally, in 2003 it placed four beverages in the top 10 for individual product sales: Coke Classic (#1), Diet Coke (3), Sprite (5), and Caffeine Free Diet Coke (8) ("Top 10," 2004). Through Research & Development (R&D) and acquisitions, Coca-Cola has also expanded its product line to include non-carbonated beverage products, including: Dasani, Fanta, Fruitopia, Hi-C, Minute Maid, and Mr. Pibb. In 2003, Coca-Cola spent approximately $1.9 billion on marketing and advertising. In November 2004, Coca-Cola CEO Neville Isdell stated that "[Marketing expenditures] would rise by $350-$400 million a year ... forever" (Marketplace Roundup, 2004). Pepsi-Cola: The Challenger With the exception of brief bankruptcy...
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...Marketing Plan for Oreo Cookies in Poland TABLE OF CONTENT Executive Summary 4 Business Mission 4 External Marketing Audit 5 Macro-environment - PEST Analysis 5 The Market 6 Competition for Oreo in the Polish market 7 Internal Marketing Audit 8 Operating Results 8 Strategic Issue Analysis 8 Marketing Mix Effectiveness – 4 P’s 9 SWOT Analysis OREO 10 Marketing Objectives 11 Strategic Thrust 11 Strategic Objectives 11 Core Strategy 12 Target Markets 12 Competitor Targets 12 Competitive Advantage 12 Marketing Mix Decisions for Poland 13 Product 13 Promotion 13 Price 13 Place 13 Budget 14 Sales and breakeven 14 Promotion expenditure 14 Organisation 14 Implementation 15 Marketing control 15 Action plan (see excel) 15 Reviews 15 Bibliography 16 Executive Summary This report is the marketing plan for the proposed market development of Oreo brand to Poland. The purpose of the plan is to analysis the feasibility and profitability of introducing Oreo brand to Poland market. Oreo brand is one of our leading brands and it constitutes a substantial part of our revenue in the previous years. Oreo is the biggest selling cookies in china in 2006 and it sales reach $1 billion in US in six months. Oreo is a sweet, creamy chocolate with moderate amount of calories and also serve as complementary products. Well packaged and easy to unwrap. ...
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...Marketing 401 Name of organization: Nikon Corporation Product analysis and strategy Pricing strategy Promotion strategy Distribution strategy Environmental Analysis Nikon operates in a highly competitive consumer and professional optics environment. The product range in this industry starts with consumer level digital cameras then moves through to pro-level film and digital cameras and includes sport and scientific optics such as binoculars and telescopes. There are a number of competitors all pushing for market share. Smaller competitors include Lumix, Olympus, and Leica. Larger, more dominant, competitors include Nikon, Canon, Sony and Pentax. The largest influence of this environment is the economy. Sales are typically directly inline with expendable cash flow of both businesses and consumers. Technological advancements are also a major influence. Although professional optics and cameras tend to have longer shelf lives, consumer level products are expected to advance a much quicker pace. Advancements in micro-technology assist with making consumer products smaller, faster, and more powerful as the market and consumer spending habits tend to dictate. Finally, in foreign markets such as the UK, political debates about the right to photography in public often influence which type of optics are released and how powerful those optics are. Environmental scanning would be conducted on a continuous basis across all existing products. Closely monitoring...
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...people and public service was critical for business success. The enterprise built housing, schools and a hospital near the shoemaking plant in Zlin. It provided food and inexpensive rent during very difficult times. Bata companies later provided rail services, construction, insurance, publishing and a tannery in Zlin. "The Bata System" devised by the Zlin team, and later applied in other Bata Shoe Organization companies, organized operations into autonomous workshops and departments ("profit centre"), allowing employees to contribute ideas and stimulate production, and contributed significant breakthroughs in footwear technology. By 1938 Bata Shoe Organization had established a unique and widespread presence, designing, producing and marketing footwear in more than 30 countries. The...
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...EDUCATION FOR STREET CHILDREN: A CASE STUDY OF CHETONA BIKASH KENDRA Mohiuddin Ahmad Community Development Library (CDL) INTRODUCTION Background and context Community Development Library (CDL) has been working mainly in the fields of development information and communication since its inception in 1980. CDL was established with a mission to deliver development information to activists and organizations that are working in the broad areas of research, human development and right-based works. Among them are catalysts in different fields including academics, planners, development practitioners, cultural activists, political activists, human rights activists, peace activists, environmentalists, feminists, journalists, researchers, teachers, trade unionists and community leaders. The target audience is engaged in activities intending to change the quality of life of the people, particularly the disadvantaged groups of the society. Mission of CDL CDL believes that 'information' is the critical missing link between ignorance and enlightenment, between poverty and prosperity, between dehumanization and empowerment. The vulnerable people and the communities have little or no access to vital information, particularly information on availability of and access to resources. CDL feels that a wellplanned effort encompassing collection, processing and dissemination of information would help in attaining the required level of awareness in the society and, in turn, would accelerate the process...
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