...marketing plans. I will discuss how a marketing plan helped make a product or service successful. I will also discuss how decisions in a marketing plan led to failure; I will analyze what was the difference in two examples. Next, I will provide a movie that was considered a box office failure. I will apply what I have learned about the concept of marketing plans, and what could have gone wrong in the studio’s plan with regard to forecasting demand for the project. Let’s begin with sharing my understanding of marketing plans in the roles that it plays. Marketing plans are tools used by managers to guide the process of marketing. Marketing contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketing plan details a company’s marketing effort. It may be laid out for an individual product or for the entire company and all its products. Marketing plans helps establish, coordinate and direct marketing efforts. Marketing plans has different keys to success. Successful marketing requires companies to have capabilities such as understanding customers and competitors, creating customer value and keeping customers. An example of how a marketing plan helped make a product or service successful would be Kellogg’s Special K cereal. The market plan for this company was to target individual that want to live a healthier life and those who would like to lose inches. I will provide the SWOT analysis of...
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...tools used by managers to guide the process of marketing. They contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketers must learn to do solid research in support of upcoming projects. The Unit 1 Individual Project is a research paper and should address the following: Provide a quick definition of marketing plans using your text. Include the following: Using an article from the library’s full-text databases, discuss an example of how a marketing plan helped make a product or service successful. On the other hand (using an article from the library’s full-text databases), discuss an example of how decisions in a marketing plan led to failure. Analyze what was different in the 2 examples. Abstract With marketing management, the marketing plan is one of the key factors to the success or failure of any type of product. This paper will define what a market plan is and give examples of how marketing plans has helped make a product or service successful and how they market plan has become a failure. This paper will also provide a quick overview of why some movies are considered a failure and extrapolate what could have gone wrong in the studio's plan with regard to forecasting demand for the project. Marketing Plan Successes and Failures Introduction Planning to market a product and how the plan is written can make or break the success of any product. Coca-Cola is definitely...
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... Marketing plans are tools used by managers to guide the process of marketing. They contain strategies and consider many environmental aspects that work together to affect the success of the product or service being marketed. Marketers must learn to do solid research in support of upcoming projects. The Unit 1 Individual Project is a research paper and should address the following: Provide a quick definition of marketing plans using your text. Include the following: Using an article from the library’s full-text databases, discuss an example of how a marketing plan helped make a product or service successful. On the other hand (using an article from the library’s full-text databases), discuss an example of how decisions in a marketing plan led to failure. Analyze what was different in the 2 examples. This section of the paper should be at least 2 pages in length. In a marketing plan, objectives are created that can be used to gauge progress. You can have some fun with the concept. Movie studios pay stars a lot of money to star in what they hope is a blockbuster. But as you know, there are lots of box office failures. Consider the following: Using an Internet search, find a movie that failed. Provide a quick overview of why the movie was considered a failure. Applying what you have learned about the concept of market plans, extrapolate what could have gone wrong in the studio’s plan with regard to forecasting demand for the project. ...
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...chapter 1. Be prepared to answer the following questions if called on. 1. What is marketing? 2. What is a market? 3. Define the terms ultimate consumers and organizational buyers. Give examples of each. 4. What is a target market? Why do most organizations focus on satisfying the needs of one or more subgroups of a market rather than the entire market? 5. What are the four controllable marketing mix factors that make up the organization’s marketing program? 6. What are uncontrollable environmental factors? 7. Identify and describe the four distinct stages or eras of the market orientation. 8. Is marketing good or bad for a society. Support your answer. Find an article that supports your argument and attach a copy. Be prepared to discuss your article in class. Consider a society with no marketing. Assignment #2 – Strategic Planning and the Strategic Marketing Process Read chapter 2. Be prepared to answer the following questions if called on. 1. What is strategic planning and why is it important? 2. Identify and define the three organizational levels. 3. What is a mission statement? 4. What are organizational objectives (goals)? Give some examples of different types of objectives (goals) organizations might pursue. 5. What are organizational strategies? 6. What is business portfolio analysis? Draw an example of a growth-share matrix. Label the axis. Identify and describe the four quadrants of the matrix. How might strategic...
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...24th, 2012 Sheridan College Executive Summary With Orascom’s Algerian office being attacked and its failure to enter the Indian market, they have a real problem assessing risks in internationalization. The company has done really well locally becoming the market leader within Egypt by owning 43.6% of market share within the telecom industry. Algeria showed the right signs for entry as its GDP increased at a rate of 3.8% per year. There was also very little competition in Algeria since there was only one telecom company available. However there were country risks that were not assessed. This resulted in Orascoms office in Algeria to be attacked by angry soccer fans. India took on new liberalized laws that would open the telecom industry to the private sector and reduce tariffs. The telecom sector was projected to make $43 billion in revenues. This shows that there were investments to be made in the industry as there were millions of new subscribers every year. However, Orascom failed to capitalize on the huge Indian market as it failed in the Indian market within in a short amount of time of entering. If Orascom follows the recommendation of improving its strategic planning, then the risks of internationalization will be minimized and this will result in the company being very successful entering foreign markets. Table of Contents Introduction 4 Environmental Analysis 5 SWOT Analysis 10 Problem Statement 13 Alternatives 14 Recommendation 16 Action Plan...
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...Cornell Hotel and Restaurant Administration Quarterly http://cqx.sagepub.com Why Restaurants Fail H. G. Parsa, John T. Self, David Njite and Tiffany King Cornell Hotel and Restaurant Administration Quarterly 2005; 46; 304 DOI: 10.1177/0010880405275598 The online version of this article can be found at: http://cqx.sagepub.com/cgi/content/abstract/46/3/304 Published by: http://www.sagepublications.com On behalf of: The Center for Hospitality Research of Cornell University Additional services and information for Cornell Hotel and Restaurant Administration Quarterly can be found at: Email Alerts: http://cqx.sagepub.com/cgi/alerts Subscriptions: http://cqx.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Downloaded from http://cqx.sagepub.com at Blue Mountains Hotel School on October 25, 2009 © 2005 CORNELL UNIVERSITY DOI: 10.1177/0010880405275598 Volume 46, Number 3 304-322 10.1177/0010880405275598 Why Restaurants Fail by H. G. PARSA, JOHN T. SELF DAVID NJITE, and TIFFANY KING , Past research on restaurant failures has focused mostly on quantitative factors and bankruptcy rates. This study explored restaurant ownership turnover rates using qualitative data, longitudinal data (19961999), and data from Dun and Bradstreet reports. In contrast to frequently repeated statistics, a relatively modest 26.16 percent of independent restaurants failed during the first year of...
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...Economy and Environment Program for Southeast Asia ENVIRONMENTAL ECONOMICS A TEACHERS’ MANUAL Undergraduate Level By Herminia A. Francisco Bui Dung The Pham Khanh Nam August 2005 1 PREFACE This manual was written to support the teaching of undergraduate environmental economics course in Vietnam Universities. Some time in 2003, a number of senior researchers of the Economy and Environment Program for Southeast Asia (EEPSEA) requested that EEPSEA offers a 3-week training course for teachers of Environmental Economics in the country. The request in turn was precipitated by the new mandate from the Ministry of Education in Vietnam that makes Environmental Economics a required course in all Bachelors’ Degree in Economics and Management for all colleges and universities. Aware that the capacity of teachers to teach Environmental Economics varies across the country as training of teachers varies also from selfstudy, short-term training, to a formal course in an undergraduate/graduate degree from local universities or abroad, EEPSEA acceded to the request and offered the course in August 2005. The course though can be used also in other colleges and universities in Southeast Asia. The training course was designed to teach both the subject matter contained in an internationally-comparable undergraduate environmental course and to enhance teachers’ skills in teaching this subject. A teachers’ manual was developed to support the teaching of the training ...
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...liquidity crises, failure of a major financial mechanism or institution, oil-price shocks, chronic unemployment and failure of physical infrastructure on which economic activity depends. Environmental Risks Risks in the environmental category include both natural disasters, such as earthquakes and geomagnetic storms, and man-made risks such as collapsing ecosystems, freshwater shortages, nuclear accidents and failure to mitigate or adapt to climate change. Geopolitical Risks The geopolitical category covers the areas of politics, diplomacy, conflict, crime and global governance. These risks range from terrorism, disputes over resources and war to governance being undermined by corruption, organized crime and illicit trade. Societal Risks The societal category captures risks related to social stability – such as severe income disparities, food crises and dysfunctional cities – and public health, such as pandemics, antibiotic-resistant bacteria and the rising burden of chronic disease. Technological Risks The technological category covers major risks related to the growing centrality of information and communication technologies to individuals, businesses and governments. These include cyber attacks, infrastructure disruptions and data loss. Ten Global Risks of Highest Concern in 2014 1 Fiscal crises in key economies 2 Structurally high unemployment/underemployment 3 Water crises 4 Severe income disparity 5 Failure of climate change...
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...expanded to various states across the country. It then describes about its first international success namely the Tokyo Disneyland and the factors affecting it. The case then describes Disney’s decision of expanding into Europe. The various differences and problems faced in setting up of the amusement park. Some of the major issues in setting up of the park were: * Cultural differences between the European and the American market * Environmental and location factors for setting up the amusement park * Financing and initial business plan were not analysed thoroughly in synchronisation with external economic factors * French labour laws were not taken into account while inducting the workforce * Management issues such as different attractions in the park It was understood that the chief reason for Euro Disney’s failure was a lack of understanding of European culture on Disney’s part. Based on the understanding from the case following recommendations were made: * A study in history and an understanding of the European market place would have enabled the Disney executives to anticipate many of its problems. * The mantra “think globally, act locally” would have helped Disney in better catering to the local needs. For instance, Disney does not sell alcohol within the parks and they tried to impose the same in Euro Disneyland. This was subject to opposition as French consider wine as...
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...Discuss why Bolton’s article titled “Imitation vs. Innovation” is useful for developing new product for international market. Argue why reflective imitation can be considered as one of the sustainable business strategy. Generally speaking, there tends to be a negative attitude toward imitation for ones own benefit, especially in business. Oftentimes, imitated products are labeled as “counterfeits, knockoffs” etc. this bias is especially prevalent in the United States, due to the U.S. being more of an innovating market rather than an imitating one. What many people fail to recognize is that as Bolton states in her article, “legal imitation can be an astute competitive strategy in its own right, involving substantial investment, creativity, and expertise.” For Bolton, the notion that imitation is the lazy and effortless way to make money off the work of another business is not correct. Bolton has a more extreme view endorsing the use of imitation, but also differentiates between copying and what is known as “reflective imitation.” Reflective imitation is generalized by Bolton as “learning by watching”, rather than “learning by doing.” There are many possible benefits to using this method for introducing products in the market. In their article, Suarez and Lanzolla state “A firm’s innovation has an almost even probability of success or failure.” This is where the learning by watching comes into play. Rather than copying everything from the innovator, in reflective imitation, the...
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...This article was downloaded by: [Manchester Metropolitan University] On: 18 November 2011, At: 08:18 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK The International Review of Retail, Distribution and Consumer Research Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rirr20 Failure in international retailing: research propositions Steve Burt , John Dawson & Leigh Sparks a a b c Institute for Retail Studies, University of Stirling, Stirling FK9 4LA, UK E-mail: s.l.burt@stir.ac.uk b The University of Edinburgh Management School, 50 George Square, Edinburgh EH8 9YI, UK E-mail: john.dawson@ed.ac.uk c Institute for Retail Studies, University of Stirling, Stirling FK9 4LA, UK E-mail: leigh.sparks@stir.ac.uk Available online: 15 Apr 2011 To cite this article: Steve Burt, John Dawson & Leigh Sparks (2003): Failure in international retailing: research propositions, The International Review of Retail, Distribution and Consumer Research, 13:4, 355-373 To link to this article: http://dx.doi.org/10.1080/0959396032000129471 PLEASE SCROLL DOWN FOR ARTICLE Full terms and conditions of use: http://www.tandfonline.com/page/terms-andconditions This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling...
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...Whirlpool’s objective was becoming the world market leader in home appliances, in what CEO of Whirlpool – David Whitwam strongly believed. Whitwam’s “go global” strategy plan was based on: * entering different markets, European, Asian, South American in parallel; * acquisitions of competitive appliance companies, i.e Philips, Indian companies; * creating joint ventures in targeted markets, like China; * new investments, mainly in South America. Despite great initial enthusiasm and proofs, that their strategy was successful, in the mid-1990s, serious problems had occurred in Whirlpool’s international operations, for instance significantly decreased profitability, also on home market, reported losses in Europe and Asia, failures in joint ventures, and last but not least in general lack of truly integrated strategy and company. To respond to a question, what happened, why Whirlpool faced so many problems on its way to be an international leader, we need at first give answer to a question, was their strategy assumptions correct? In formulating and development of global strategy, in my opinion Whirlpool made some general assumptions for industry development, which might be, and for sure were in some points incorrect or wrongly identified from the beginning. Within assumptions Whirlpool made, I would indicate : * European market becomes more “American”, * low saturation level for Indian and Chinese markets, * to be competitive you need to be global...
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...are located in the United States, one in Europe and two in Asia Pacific. The original Disneyland Resort was built in 1955, in Anaheim, California; followed by Disney World Resort, Lake Buena Vista, Florida in 1971. After the success of these two large theme parks in the United States, Disney decided to expand internationally. First Tokyo Disney Resort built in 1983, secondly, Disneyland Resort Paris (EuroDisney) which opened its doors in 1992, and thirdly, Hong Kong Disneyland, opening its doors in 2005. Case Study Questions 1. The factors that contributed to EuroDisney, now called Disneyland Resort Paris, poor performance during its first year of operation was the lack of knowledge of their target market, cultural differences between the USA and Europe, and the failure to take into account that “Paris is Europe’s most-popular city destination among tourist of all nationalities”. Disney did a bad job at understanding Europeans and their lifestyles. Unfortunately, for Disney the French were neither happy nor receptive to having what they called “America Cultural Imperialism”. Many specially the children welcomed Mickey and his character friends, but there were many against the “cultural Chemobyl”, such as the French Communist Party and many demonstrator who with the following action, of throwing eggs and ketchup at Disney President, Michael Eisner upon his arrival to Paris in 1989, let Disney know they were not welcome.1 The prices were much...
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...evaluation, the essay contains the necessary critical distance. Note: These essays are for revision purposes giving suggestions for how to answer questions. Don’t try to pass them off as your own work. AS Micro Essays 1.Evaluate the case for and against governments intervening to try to stabilise the price of copper, for example, through setting up a buffer stock scheme. 2.Evaluate advantages and disadvantages of various methods of government intervention to correct market failure arising from aircraft emissions. 3. Discuss the likely effects on the retail market for coffee if there is a large increase in city centre rents. 4.In the UK, students face increasing tuition fees. Discuss the benefits and costs to society of abolishing all tuition fees. 5.Discuss three policies to reduce the level of cigarette smoking amongst under 21s. 6.Discuss the extent to which governments should subsidise companies who are developing cars which run on clean fuels such as hydrogen? 7.Discuss whether the government is mistaken to worry about monopoly power? 8.Discuss the advantages and disadvantages of the government intervening in agricultural markets? 9.Discuss the effects on UK business of a rise in fuel prices. 10. Discuss whether the government should end free health care for people and make them take out private health care insurance like in the US? 11. Discuss the role that pollution permits could play in reducing global warming 12. Discuss the case for implementing...
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...into their product range and markets and report back to him on the findings. Due to the lack of their marketing expertise they requested a report to include any ideas and suggestions as to how the research can help the company expand its sales in the future. Scottish lemonade ltd also require me as a marketing consultant to help them develop their existing products, expand into future markets and advise on the creation of new product ranges for the company. A discussion that illustrates the interdependence of key marketing activities in the development of a marketing programme. When developing any marketing programme one of the first things a marketer must do is good market research. This involves collecting information on all aspects of a business’s environment. This involves information on existing and prospective customer’s needs, wishes, desires and wants. As well as any other characteristics that could help identify your target market such as the age, sex, religion, location and buying behaviour of your customers. Research into suppliers, intermediaries and competitors is also relevant as it can give your company an advantage over similar companies. The better the quality of market research, the easier and more effective a marketing strategy. The reason market research is done is basically to identify who your customers are (both present and future) and what their needs and desires are so you can best fulfil them. Once the market research has been done and a...
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