...Department East West University Date of Submission: th August, To, Kamrul Hashan Lecturer of Business Administration Department, East West University. SUB: SUBMISSION OF THE TERM PAPER Dear Madam, With due respect, we would like to submit herewith the Term paper on “Bicycle renting” for your kind consideration. We found the Term paper very interesting which was assigned on us as a requirement for the BUS231 Course. We are pretty much optimistic that the preparation of this Term paper would enrich our practical knowledge. We have devoted our best effort to make the report an informative one. We will remain ever grateful to you for rendering us the opportunity of working on such an interesting field. If you need any clarification regarding this report, we shall be available for this. Thanking you. Yours sincerely, ID | Name | | | | | | | | | | | Term Paper On “Self-Ride” Bicycle Renting “Take a cycle and have a sound journey” Executive Summary The current situation of Dhaka city in because of traffic jam and growing demand of bicycle pushes us towards starting bicycle renting business which in one side will decrease the traffic jam on the other side bicycle will also be available to all. TABLE OF CONTENT PAGE NUMBERS AND TITLES OF CONTENTS No. | Name of content | Page no. | 1. | Title Fly | | | Title page | | | | | | | | | | | | | | ...
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...memberships because H.O.G. goes international. The researcher of this study seeks to answer this question: How can Harley Owners Group (H.O.G.) maintain & increase their rider’s level of involvement with their products, and enhance a loyalty towards the brand? II. Objectives 1. To be able to know the level of involvement which the Harley rider’s felt towards the brand and their main product; the Harley motorcycle. 2. To be able to know the “Posse Ride” that the Harley Owners Group (H.O.G.) enacted in order to gain brand loyalty among the members of H.O.G. and their involvement with the Harley brand. 3. To be able to establish an actions in order to maintain/to increase more the rider’s level of involvement with the Harley products, and enhance brand loyalty. III. ACA’s 1. Harley Owners Group (H.O.G.) should focus in the “Posse Ride,” they should put more resources into the touring rallies since they are a valuable opportunity to get close to their main customers. Pros – H.O.G. will know the concerns of their customers and also get an idea on how to improve their motorcycles and attendant service. For the rider, membership in the brand community only serves to strengthen their relationship with the brand and with his/her co-riders. This turn leads to increased involvement and a more positive attitude towards Harley. Cons – The destination rallies are very expensive to administer and it requires up to 100 employees to assist with the smooth running events...
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...Contents 1. Introduction 3 2. External Analysis 3 2.1 PEST 3 2.2 PEST Analysis Overview 6 3. Internal Analysis 7 3.1 SWOT Analysis 7 3.2 Implications of Assessment 9 4. Industrial Analysis 10 4.1 Perceptual Map of Disneyland Hong Kong & its competitors 10 4.2 Porter’s 5 Forces 11 4.3 Porter’s 5 Forces Overview 14 5. Objectives 15 6. Strategy 15 6.1 Ansoff Growth Matrix 16 6.2 Position 17 6.3 Reposition 18 6.3.1 Sun Tzu Art of War Strategy 19 6.3.2 Attack Overview 23 Contents 7. Proposed Activities & Budget 24 8. References 28 Executive Summary Based on the case study ‘Export of American Fantasy World to the Chinese’, the authors critically analyzed the internal and external environment of Disneyland Hong Kong. Outlining the key strategic issues that the company has to deal with and providing recommendations of what Disneyland Hong Kong could do in order to once again achieve competitive advantage. 1. Introduction Disneyland Hong Kong having opened for over 10 years is still facing major problems until today. Over the years Disneyland Hong Kong constantly dealt with issues regarding social responsibility, negative publicity and competition with Ocean Park. Despite its current situation, Disneyland Hong...
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...Olympia Lewis 11-02-2014 Professor Kenneth Lewis HRM 530 As CEO of Donatos Pizza, I am going to compare 2 positions from Undercover- Boss season 5 episodes 3 and perform a job analysis of each position. Also, I will describe my method of collecting the information for the job analysis, create a job description from the job analysis. Lastly, I would justify my belief that the job analysis and job description are in compliance with state and federal regulations. My name is Olympia Payne Lewis, CEO of Donato Pizza, a family owned business that’s been operating for over 50 years. Donato pizzas vision is “To give a good thing”, and our Motto is to “Treat others the way you want to be treated” Our brand was so good that McDonalds bought our brand as a subsidiary. Today, I decided to link up with a reality show called Undercover Boss to see exactly how our brand is being represented by our employees. In this episode, I went undercover as a geeky like worker named Cathy. The purposes of my assignments are to see what level of customer service each employee offers to customers, to see if employees are doing their assigned job descriptions, and to find out if any employees are breaking rules or representing the brand in a inappropriate manner. I went to 4 locations to see how things were running. I am going to critique the following positions that I encountered; Delivery driver, & The Cashier. JOB POSITIONS Day 1 Delivery Driver- is responsible...
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...* 2 BRAND ANALYSIS OF ROYAL ENFIELD Acknowledgement We would like to thank all the people who were involved with this project and whose support and encouragement helped us complete the project. Indeed working on this project has been a truly enriching experience for us as a team. We are extremely grateful to Professor R.Kamle for entrusting our group with this huge responsibility. We wish to express a profound sense of gratitude to Professor Kamle for his generous suggestions and valuable insights, without which this project would not have been a success. Last but not the least, we would like to thank all our team members who participated and contributed towards the successful completion of this project. Entire Group * 3. Brand Analysis of Royal Enfield 3 Table Of Content 1. Executive Summary 2. Introduction 3. Product Line 4. Change In Strategy After Year 2000 5. Communication & Distribution 6. Missing Communication 7. Brand Analysis of Iconic Brand 8. Conclusion & Recommendation Executive Summary Executive Summary * 4. 4 BRAND ANALYSIS OF ROYAL ENFIELD Executive Summary The Research is aimed at the study of Royal Enfield Brand in Indian Markets – So far how they have performed and suggestions for them to grab more market share and be profitable. Every year, they have sold modest numbers but despite low numbers, they continue to command a position of respect and awe in the Indian motorcycle market. The objective of the study was to study...
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... | Submitted on Dec 12, 2011 by: Zeynep Belge Ellen E. McCarthy Hassan Osman Raghunathan T. Saranathan | | Table of Contents I. Overview 3 II. Positioning and Value Proposition 3 III. Brand Identity 13 IV. Market Segmentation 19 V. Financial Information, Industry Reports and Recent Press 26 VI. 7 P’s: What to emulate, what to improve 30 VII. Appendices 35 VIII. Endnotes 37 Overview According to a 2011 report, the amusement park and arcade industry in the United States includes about 3,000 establishments and boasts combined annual revenue of roughly $13 billion. Close to 85% of the combined annual revenue is generated by the 50 largest companies in the industry. Three of the largest companies include Walt Disney, SeaWorld, and Universal Parks & Resorts.[i] This analysis places...
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...Attitude Model (based on lecture material) Ao = biei where, Ao = Attitude toward the object (brand) bi = belief about the brand’s possession of the attribute ei = evaluation of the attribute as being good or bad n = there are a limited number (n) of attributes which the person will consider The following asks a consumer to evaluate these attributes for luxury cars: |Attribute: | |Sporty Styling | |Good Handling/Ride | |High Cost | |Great Acceleration | |Low Repair Frequency | | | Use the numbers from the following scale to evaluate each characteristic of luxury cars. Neither Good Extremely Moderately Slightly nor Slightly Moderately Extremely Good Good Good Bad Bad Bad Bad +3 +2 +1 0 -1 -2 -3 The consumer provides the following responses, which represent ei (an evaluation of the attribute as being good or bad) |Attribute |Rating (ei) | |Sporty Styling |+3 | |Good Handling/Ride |+3 | |High Cost ...
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...SWOT Analysis Magic Kingdom Park Richard Gay Qingkai Meng Marianna Tkacheva Fall 2010 Table of Contents SWOT Analysis: Magic Kingdom Park Part I - Overview 3 Part II – Current Marketing Mix Strategy 4 Part III – Internal & External Forces – SWOT Analysis 5 Part IV – Recommendations for Future Action 7 Part V – Bibliography 9 Part I: Overview Magic Kingdom Park is located in Walt Disney World Resort, Orlando Florida and is part of The Walt Disney Company’s Parks and Resorts. The Walt Disney Company (Disney) does not report financial performance results specific to Magic Kingdom Park. However, according to Disney’s 2009 annual report, 2009 revenues for the Parks and Resorts affiliate were reported at $10.7 billion, which was down $800 million from 2008, but up slightly from 2007. Operating income on the $10.7 billion in revenue for 2009 was $1.4 billion. According to the Themed Entertainment Association (TEA), the Magic Kingdom drew an estimated 17.2 million visitors in 2009. And, Disney held nine of the top ten in attendance for theme parks worldwide. In terms of industry size, comparisons specific to WDW or Magic kingdom Park are difficult to grasp. Walt Disney World Florida, which encompasses 47 square miles, is the largest amusement park in the world. The International Association of Amusement parks and Attractions, for example, reports approximately 400 parks and attractions...
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...Introduction • Harley-Davidson is an American motorcycle manufacturer.•One of two major American motorcycle manufacturers•The company sells heavyweight (over 750cc) motorcycles•have a distinctive design and exhaust note.•especially noted for the tradition of heavy customization•Harley-Davidson sustains a loyal brand community History William S. Harley and Arthur Davidson make available to the public the first productionHarley-Davidson® motorcycle. The bike was built to be a racer, with a 3-1/8 inch boreand 3-1/2 inch stroke. The factory in which they worked was a 10 x 15-footwooden shedwith the words "Harley-Davidson Motor Company" crudely scrawled on the door.Arthur's brother Walter later joins their efforts. Mission statement •We ride with our customers and apply this deep connection in every market we serve tocreate superior value for all of our stakeholders. Proposed Vision “To be recognized as the best motorcycle company in the world” External EnvironmentEconomic- •Confidence in economy is directly proportional to the purchasing of consumer items.•The economic crisis will hit this segment very much.•Currency fluctuation is also a big problem in this industry • Revenue from sales outside the using increased 7% from 2006 to 2007 Technological – • As technology changes, customers’ expectations increase.•Harley-Davidson is one of the main manufacturer and user of V-ENGINEconfiguration.•Harley-Davidson’s have a wide variety of products according to Standard...
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... Table of Contents 1. 2. 3. INTRODUCTION .......................................................................................................................................................3 PROBLEM STATEMENT .......................................................................................................................................3 ALTERNATIVES .......................................................................................................................................................3 3.1. 3.2. 3.3. ALTERNATIVE PIXAR: BUILDING NEW ZONE WITH IMPORTING IDEAS FROM DISNEY GLOBAL..................................... 4 ALTERNATIVE THE PIRATES OF THE CARIBBEAN: BUILDING BRAND NEW THEME ON A GLOBAL LEVEL ......................... 4 ALTERNATIVE HOME OF MULAN: CREATING A BRAND NEW THEME TARGETING SPECIFICALLY THE LOCALS ................ 4 4. 5. 6. 7. CSR INITIATIVES ....................................................................................................................................................5 GENERAL OPERATIONAL UPGRADE ............................................................................................................5 CONCLUSION ............................................................................................................................................................6 APPENDIX .........................................................................................................................................
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...6 PESTEL Analysis 6 SWOT ANALYSIS 9 MISSION, DIRECTION AND OBJECTIVES 11 TARGETING AND POSITIONING DECISION 12 MARKETING MIX 12 PROMOTION / MARKETING COMMUNICATION 14 CUSTOMER SERVICE AND INTERNAL MARKETING 16 FORECASTS AND FINANCIAL DETAILS 16 IMPLEMENTATION AND CONTROL 17 REFERENCES…………………………………………………………………………………………………………………………………….18 APPENDICES…………………………………………………………………………………………………………………………………….19 EXECUTIVE SUMMARY Cadillac Escalade Hybrid SUV is the new product of the Cadillac Company which is a sub-division of the General Motors group. General Motors group plans to market this premium and luxury product to UK auto market and, later, to other European auto market. However, luxury and premium auto-makers with well-respected brands can potentially earn higher profit margin by targeting a specific market segment. Our targets are four consumer segments at the high end of the affordable personal/family auto market, enhancing our positioning with luxury brand, hybrid version and advanced technologies. Our financial objective relates to first-year turnover in the UK market, a minimum level of sales per unit, achieving a break-even within three years. Our marketing objective relates to the first-year product awareness among consumers and car dealers, arranging for exclusive distribution, launching the website and planning for more innovation and improvement in the coming year and expanding into other European market. Key strengths are our brand image, parent...
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...Harley-Davidson: Strategic Profile and Case Analysis Della Shelly, Melie Solomon, Jim Tunison Misericordia University Table of Contents Section I: Introduction3 Section II: Company History3 Section IIa: The Road to Decline4 Section IIb: The Turnaround5 Section III: Porter’s 5 Forces6 Section IV: SWOT Analysis7 Section V: Looking Forward11 Section VI: Future Strategic Actions 12 Section VII: Achieving Continued Success 12 Section VII: Conclusion14 Section VII: Sources 15 ------------------------------------------------- Section I: Introduction Harley-Davidson is an American cultural and business icon. Surprisingly, it has achieved its fame and fortune by essentially relying on designing, manufacturing, selling, and servicing a relatively stable product: two wheels, a 45 V-Twin engine, and a set of handlebars. The most striking distinction about Harley is not the fact that it is successful in selling a single product for over one hundred years, but the fact that its motorcycles have maintained its attractiveness with a broad range of consumers. Outlaw bikers, investment bankers, and people in the middle of a midlife crisis, all seem to be drawn to its lure. Harley can attract such a melting pot of consumers because it is a representation of the American dream…Freedom. ------------------------------------------------- Section II: Company History Harley-Davidson enjoyed a decent amount of success soon after its inception in 1903. The founders, William...
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...16 The Paradox of Brand Community “Management” Brand communities, while “hot” and fundamental in the relationship interactive marketing age, are often seriously misunderstood. Located at the pinnacle of the loyalty continuum, true communities possess social structure and exhibit socialization processes. These sociological facts must be thoroughly understood by any manager who claims community goals for his or her brand. HarleyDavidson – frequently admired for its ability to generate an almost religious loyalty to its brand – has developed a deep appreciation of the power of brand communities that personally link consumers together and is eager to manage them successfully. The present article, evolved from the Harvard Business School study case on the Harley-Davidson “Posse Ride“, deals with the management challenges and tensions that may arise when building brand communities. Prof. Susan M. Fournier Visiting Associate Professor of Business Administration, Tuck School of Business at Dartmouth College, US-Hanover lic. sc. com Kathrin Sele Doctoral Candidate at the Institute of Marketing and Retailing at the University of St.Gallen, CH-St.Gallen Prof. Dr. Marcus Schögel Assistant Professor at the University of St.Gallen and Head of the Competence Center Distribution and Co-operation at the Institute of Marketing and Retailing, CH-St.Gallen 1. The Notion of Brand Community Harley Owners Group (HOG) and the Posse Ride In 1983 Vaughan Beals, member of the management...
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...1. Executive Summary [Work in progress] 2. Situation Analysis and Service Description Bike sharing is a global phenomenon booming across continents. North America markets are now catching up to their European and Asian counterparts with service in more than 30 cities. In the U.S., service rapid growth has led to multiple implementations in major metro areas and many more cities are considering adaptation. The success in recent growth can be attributed to city infrastructure improvements of dedicated biking lanes, public transportation authorities’ extension of service coverage, and most importantly, consumer awareness of health and environmental benefits derived from riding instead of driving. Table . Major U.S. metro markets[?] |CITY |LAUNCH YEAR |STATIONS |NUMBER OF BIKES | |NEW YORK, NY |2013 |332 |5850 | |WASHINGTON, DC |2012 |300 |2500 | |BAY AREA, CA |2013 |70 |700 | |BOSTON, MA |2011 |140 |1301 | |CHICAGO, IL |2013 |400 |4000 | |COLUMBUS...
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...Segment Manager I Virgo Adam – Segment Manager C & E Table of Contents Executive Summary 3 Current Market Situation 4 Market Description 4 Product Review 4 Competitive Review 4 Channel logistic 4 SWOT Analysis 5 Objectives and Issues 6 Short-term objectives 6 Long-term objectives 6 Marketing Strategy 7 Positioning 7 Product Strategy 7 Price 7 Distribution Strategy 7 Marketing Communication Strategy 8 Marketing Research 11 Marketing Organization 11 Action, Budget and Controls 12 Action 12 Budget 12 Control 12 Appendix 13 APA References 14 Executive Summary (whole story in 1 page, NOT Introduction) Current Market Situation Market Description Growth and Size Product Review Main Features Nocturnal it a bussing transportation service that will provide consumers, mainly students, with a safe guaranteed ride to the three main clubs in Lethbridge: Studio, Pulse and Boss Hogs. As well as return them to the University to provide the most convenience for our consumers. This service will be much more affordable and convenient than other current transportation services in the market, such as taxis and city bus transportation. This service fulfills the needs of its customers by providing safe guaranteed rides to and from the club at very reasonable rates and serving as the ultimate convenience. Product Line Nocturnal shuttle service will consist of one shuttle service in its first year of business. It will provide seating for...
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