...and is not intended to provide or make recommendation on which you should rely. Melbourne Business School reserves the right to change course content, lecturers, course time, examination procedures and other course details. To the extent permitted by law, Melbourne Business School specifically excludes any liability for any error or inaccuracy in, or omissions from, the information in this Guide and any loss or damage which you or any person may suffer. Last updated: 12 March 2010 1 2 MELBOURNE BUSINESS SCHOOL 2010 ACADEMIC CALENDAR ___________________________________________________________________ TERM 1 Thursday Monday Tuesday 14 January 18 January 26 January Orientation Evening – Weekend Mode and Standard Part Time World of Management Weekend Mode and Part Time (until Friday 22 January) Australia Day Academic School Holiday Carlton Campus on Sunday operations Monday Thursday Friday Monday Thursday Friday Friday Thursday Friday Sunday 9 February 18 February 26 February 8 March 18 March 19 March 2 April 15 April 16 April 25 April Commencement Term 1 Teaching (standard 12-week format subjects) Weekend Mode – Module 1a (until Monday 22 February) Elective Weekend Mode – Module 1a (until Sunday 28 February) CORE Labour Day Normal teaching day Weekend Mode – Module 1b (until Monday 22 March) Elective Weekend Mode – Module 1b (until Sunday 21 March) CORE Easter Break (until Monday 5 April) Carlton Campus on Sunday operations Weekend Mode – Module...
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...an environment friendly organisation by re-using industrial waste such as truck tarpaulins and seat belts for the bag and recycled bicycle and tires tubes which is used for the edges of the bags. The Brothers not only design bags also woman’s handbags, wallets, lap top bags, covers for apple products and the messenger bags which are only products once and many more other bags. Freitag has 9 stores around the world which are in Zürich, Berlin, Davos, Hamburg, Cologne, New York, Tokoyo, Wien and London and also uses 400 sales partners and there online shop which ships the products around the world. Each store is designed to reflect on the eco-friendly mission of the organisation one of the stores is build out of 17 recycled shipping containers and shelf’s out of recycled gym equipment’s. Freitag sold in 2011, 300.00 bags and accessories and the previous year 280.000 products. The demand for Freitag bags is very high with no competition using about 390 tons of truck tarpaulin each year however Freitag does face a challenge finding material to produce the products. Another advantage the organisation is gaining from this strategy is also that the material lowers the production cost and creates an industrial strength product which created also a different reaction with customers. 2. Reason for internalization In today’s world it is very hard to stay competitive as it is highly integrated and interconnected world economy (Wall,et al. 2010)...
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...Unit 1 Ferdi Dinç IBM-0-3-D ---MBO BUSINESS SCHOOL--- 2013-2014 Table of contents * Pass 1 - Mercedes-Benz - Clini clowns Assignment 1: Select a profit and a non-profit organisation. Profit: Mercedes-Benz Non-profit: Clini-Clowns Assignment 2: Write two summaries for the companies that you have chosen. Profit: Mercedes-Benz: The profit organisation which I have chosen is Mercedes-Benz it’s a automotive brand that comes from Germany. History of Mercedes-Benz: Mercedes-Benz traces its origins to Karl Benz's creation of the first petrol-powered car, the Benz Patent Motorwagen, patented in January 1886 and Gottlieb Daimler and engineer Wilhelm Maybach's conversion of a stagecoach by the addition of a petrol engine later that year. The Mercedes automobile was first marketed in 1901 by Daimler-Motoren-Gesellschaft. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz company. Mercedes-Benz has introduced many technological and safety innovations that later became common in other vehicles. Mercedes-Benz is one of the best known and established automotive brands in the world, and is also the world's oldest automotive brand still in existence today. For information relating to the famous three-pointed star, see under the title Daimler-Motoren-Gesellschaft including the merger into Daimler-Benz. * Formal name:...
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...Market Leader Issue 27, Winter 2004 www.warc.com What Do CEOs Want From Marketing? Anthony Freeling McKinsey Fiona Stewart Antennae Fran Cassidy The Cassidy Media Partnership Top of the CEO agenda is the need to deliver consistent top-line growth within an existing business portfolio, rather than from a continued reliance on acquisition. This objective was identified from our research into the opinions of CEOs and CMOs and highlights the importance of good marketing in running a successful company. We identified five consistent themes and these were: strong brands as a significant asset; more effective use of consumer data; the role of innovation, the need for better implementation and continued focus on business efficiency. Each area has significant implications for the role of the marketing function. Brands as a company asset In an increasingly clamorous society with a proliferation in the sheer volume of offerings, strong brands are significant assets in enabling companies to compete effectively. The challenges are building and maintaining brand equity by keeping brands refreshed and relevant and restoring trust in brands, particularly in sectors under attack from regulatory or consumer groups. Fmcg businesses typically have a strong brand focus across the organisation, but there is no room for complacency. Here, the main challenge is optimising resource allocation. As a result, a number of CEOs and CMOs talked about further rationalisation of the brand portfolio so that...
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...Compare marketing techniques used in marketing products in two organisations. Many organisations uses different techniques to market their products. The marketing techniques depend on the target audience. For example; Jack Daniels and Toys r us. These two organisations have completely different target audiences. The reason for this is because British airways is aimed to provide a service and Jack Daniels aim is to sell and make a profit for their business. Jack Daniels is an alcohol brand, and British Airways is airlines service in the UK. Jack Daniels target audience is for adults, according to the alcohol law of UK the legal age is 18 plus. And for British airways their target audience is everyone. Jack Daniels is a product oriented business. A product oriented business is when a business produces a product and then finds a market to sell it. Jack Daniels creates their own products and then introduce it to the market, British airways is market oriented product. Market oriented product means when the business find out what the customers want and then make a product or service to full fill their needs and wants. The airline industry in introduce into the market nearly hundred years ago. This is a service that is already introduced into the market. So British airways finds out what new things that they can introduce into this market. Market research is use for the businesses to identify the appropriate marketing mix (the 4 p’s). The marketing research...
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...MARKETING SUMMARY TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. TABLE OF CONTENTS 3. INTRODUCTION 4. SITUATION ANALYSIS 5. MARKETING OBJECTIVES AND ISSUES 6. MARKETING STRATEGY 7. ACTION PROGRAMMES AND PLANS 8. FINANCIAL PROJECTIONS (pg 606) 9. IMPLEMENTATION CONTROLS 10 APPENDIX EXECUTIVE SUMMARY INTRODUCTION Hall Longmore is a subsidiary of Murray and Roberts and manufactures large- bore welded carbon steel pipes. The organisation has been manufacturing steel pipes from 1924 (89 years to date) to South African Bureau of Standards (SABS) now Standards of South Africa, American Petroleum Institution (API) and is accredited to the International Standard Organisation (ISO) thereby making it an internationally renowned manufacturer of quality large bore welded steel pipes. Trained and qualified personnel perform tests, on request in association with customers’ representatives and regularly audit procedures, controls and records are undertaken by independent inspectors. The pipes are used for various applications ranging from transportation of water, gas, and petro-chemical, slurries to pilling and structural steel fabrications. The pipes manufactured traverse thousands of kilometres of Southern Africa’s rugged landscape conveying water, petro-chemicals and gas to major metropolitans and cities. Some pipes are also exported to Australia and America. Steel pipes are manufactured using the Electric Resistance...
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...| | | | | | | | | | | | | | | | | | | | | | | | | | | | | Module code | Title | TFDS9001 | Postgraduate Dissertation | | Pre-Requisite Module Code(s) | Co-Requisite Module Code(s) | Last Revision Date | ECTS Credits | | | | | | | TFRM9001 (2011-12) Research Methods for Masters Thesis | TFRM9001 (2011-12) Research Methods for Masters Thesis | | 30 | | | | | | Contact Hours | Max Class Size | Duration | Date approved | Approved Checked | | | 1 Semester | | | | School of delivery: School of Hospitality Management & Tourism | | Author: Jennifer Lawlor Geraldine Gorham | Description: This module facilitates postgraduate students to undertake and complete an independent investigation in a research area of their choice. | | Aims: The main aim of this module is to enable a student to research a particular area of interest through the preparation and completion of a Masters' thesis. | Learning Outcomes: | Outcome | | On completion the learner will be able to: 1. Complete a Masters' thesis, having investigated an individual subject/research area or tested a hypotheses outlined in a research proposal. 2. Conduct an analytical literature review appropriate to the research area under investigation. 3. Utilise appropriate research methodological techniques within the context if their research. 4. Present their findings...
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...Marketing mix – Infiniti Infiniti, originally set up in the United States in 1989 by its Japanese parent Nissan Motor Company, produces luxury performance cars, coupés, crossovers and sport utility vehicles (SUVs). Its brand promise is ‘Inspired Performance’. A brand promise represents the benefits and experiences that a consumer can expect from a particular brand. The luxury car market is highly competitive. As Infiniti is a relatively new entrant into this market it required an innovative and creative marketing strategy to create global awareness of the brand and its brand promise. For Infiniti, Formula One is a key element of this creative strategy to build global brand awareness. The marketing mix, often referred to as the ‘four Ps’, is a means for organisations to combine the four key elements of product, price, place and promotion to achieve its business objectives. Every business is different. Each must decide on its own marketing mix that balances the four Ps to suit its products. Infiniti’s marketing mix considers: • Products - luxury cars with Japanese cutting edge design as a key differentiator. • Price - a premium price in line with the premium quality of the product. • Place - vehicles sold through state-of-the-art Infiniti Centres which are expanding globally. • Promotion - with a focus on sports marketing using the Infiniti Red Bull Racing F1 team and World Champion Sebastian Vettel. The elements of the marketing mix should be integrated. For...
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...Williams College Marketing principles Submitted by : TASK1 This essay will have a brief definition and explanation of the marketing process and the evaluationn of costs and benefits of the marketing orientation. Marketing is a procedure of planning and conducting ideas and strategies in order to satisfy consumers and organizations. The marketing process contains: * Situation analysis * 5c analysis. Company, customers, competitors, collaborators, climate. * PEST analysis. For macro-environmental political, economic, societal, and technological factors * SWOT analysis. Strengths, weaknesses, opportunities, and threats-for the internal and external situation. * Marketing strategy * Once the best opportunity to satisfy unfulfilled customer needs is identified, strategic plan for opportunity can be developed. * Marketing mix decisions * Product development- specifying, and production the first nuits of the Product * Priming décisions * Distribution contacts * Promotional campaign development * Implementation and control At this point in the process, the marketing plan has been developed and the product has been launched. Given that few environments are static, the result of the marketing effort should be monitored closely. * The advanatges and disavantages of marketing orientation are A company with a marketing orientation has a strategic focus centered on awareness...
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...Political Environment Page 9 5 Conclusion Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will be sports apparel by Nike, Inc., while the selected target market is India. Currently, more than half of the Fortune 500 companies are involved in some form of outsourcing operation to India, with the remaining explaining to shareholders...
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...Definition Benchmarking is the process of identifying "best practice" in relation to both products (including) and the processes by which those products are created and delivered. The search for "best practice" can taker place both inside a particular industry, and also in other industries (for example - are there lessons to be learned from other industries?). The objective of benchmarking is to understand and evaluate the current position of a business or organisation in relation to "best practice" and to identify areas and means of performance improvement. The Benchmarking Process Benchmarking involves looking outward (outside a particular business, organisation, industry, region or country) to examine how others achieve their performance levels and to understand the processes they use. In this way benchmarking helps explain the processes behind excellent performance. When the lessons learnt from a benchmarking exercise are applied appropriately, they facilitate improved performance in critical functions within an organisation or in key areas of the business environment. Application of benchmarking involves four key steps: (1) Understand in detail existing business processes (2) Analyse the business processes of others (3) Compare own business performance with that of others analysed (4) Implement the steps necessary to close the performance gap Benchmarking should not be considered a one-off exercise. To be effective, it must become an ongoing, integral part of an ongoing...
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...MANAGEMENT AND LANGUAGES Edinburgh Campus C11SK– Sustainable Marketing Course Handbook Semester 2, Session 2013-2014 Introduction Managing sustainability is arguably the most important business issue to face organisations today and into the foreseeable future. Organisations will be required by the market, governmental intervention or resource scarcity to fundamentally reorganise how they satisfy consumers’ demands. This course will develop students’ knowledge and expertise on how to do this and meet these marketing challenges. In doing this, students will develop a detailed understanding of the sustainable consumer, the causes of over-consumption and how marketing sustainability can be practiced Staff contacts Lecturer and Course Coordinator: Dr Iain Black I joined Heriot Watt as a Reader from the University of Edinburgh and before that held post of senior lecturer at University of Sydney. My main teaching and research interests revolve around sustainability, in particular anti-consumption, consumer’s responses to scarcity and how consumers dispose of goods. I am the Sustainable Consumption theme leader for the International Sustainable Development Research Society and have published widely in top ranked academic journals including the European Journal of Marketing, Marketing Letters, Journal of Marketing Management, Journal of Consumer Behaviour, Sustainable Development and Journal of Marketing Communications. This allows my teaching to be research driven...
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...promotion within the marketing mix for a selected product or service. P2 Draft. Coca-Cola Promotion plays a very important role in an organisations success. This is because it can be heavily influenced by other elements of the marketing mix. Products and Services Many products and services are found to be within a product range. Coca-Cola has a range of drinks such as Coke, Diet Coke, Coke Cherry, Coke Zero etc. Coca-Cola chooses its promotion to best promote the product range, even though the products are aimed to suit different market segments, different tastes and different price expectations. Promotion plays a key role in informing the customer of the price being charged for the product. The price of the product typically conveys a perception of quality; customers are prepared to pay more for a product that they perceive is of higher quality than other products on the market. By this, the price also creates an overall image of the company. The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Price The activity surrounding promotion often reflects the prices charged for the product. It is often the case that organisations that sell higher quality...
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...corporate, divisions and departmental objectives: Vision, Mission and Purpose, Environmental Scanning: Internal & External environment, Types of Strategies, Guidelines for crafting strategies, Tailoring strategies to fit specific Industry. Group II: Strategic Analysis and Choice: Environmental Threat and Opportunity Profile (ETOP), Organizational Capability Profile – Strategic Advantage Profile, Corporate Portfolio Analysis – SWOT Analysis, Synergy and Dysergy – GAP Analysis, Porter’s Five Forces Model of Competition, Mc Kinsey’s 7s Framework, GE 9 Cell Model, Distinctive competitiveness – Selection of matrix while considering all models discussed above, Implementation of strategy: Analysis and development of organizational policies-marketing, production, financial, personnel and management information system, Strategy implementation: Issues in implementation – Project implementation – Procedural implementation. Group III: Resource Allocation (Technological and demand forecasting)- Budgets – Organization Structure – Matching structure and strategy, Behavioural issues – Leadership style – Corporate culture – Values – Power – Social responsibilities – Ethics-...
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...corporate, divisions and departmental objectives: Vision, Mission and Purpose, Environmental Scanning: Internal & External environment, Types of Strategies, Guidelines for crafting strategies, Tailoring strategies to fit specific Industry. Group II: Strategic Analysis and Choice: Environmental Threat and Opportunity Profile (ETOP), Organizational Capability Profile – Strategic Advantage Profile, Corporate Portfolio Analysis – SWOT Analysis, Synergy and Dysergy – GAP Analysis, Porter’s Five Forces Model of Competition, Mc Kinsey’s 7s Framework, GE 9 Cell Model, Distinctive competitiveness – Selection of matrix while considering all models discussed above, Implementation of strategy: Analysis and development of organizational policies-marketing, production, financial, personnel and management information system, Strategy implementation: Issues in implementation – Project implementation – Procedural implementation. Group III: Resource Allocation (Technological and demand forecasting)- Budgets – Organization Structure – Matching structure and strategy, Behavioural issues – Leadership style – Corporate culture – Values – Power – Social responsibilities – Ethics-...
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