...Made 13 2. Patronization of Philippine Made Products 15 3. Perceptions on Campaigns for Philippine Made 16 C. Position of Advocate 18 1. Mission and Vision: 18 2. Resources: 18 3. Competition: 19 4. SWOT Matrix: 19 5. TOWS 20 III. DEFINITION 22 A. Identification of Target Market 22 1. Primary: Youth 22 2. Secondary: Yuppie 24 B. Target Publics 24 C. Recipients 24 D. Product 25 IV. GOALS AND OBJECTIVES 25 A. Short term 25 B. Medium term 25 C. Long term 25 V. MARKETING MIX 25 A. Market Targeting 25 1. Size of the New Market 25 2. Demographic Characteristics 26 3. Psychographic Characteristics 26 4. Behavioral Characteristics 27 Primary Research Data 28 B. Product 30 C. Sales and Distribution Program (Please see Media and Public Reltions Program) 31 D. Marketing Communication Program 31 1. Message Analysis of Short Term Objectives: 31 2. Advertising Program 31 a) General Objectives 31 b) Creative Strategy 31 (a) Target Person 31 (b) Creative Objective 32 (c) Consumer Promise 32 (d) Support 32 (e) Brand personality 33...
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...citizen of the U.S.A. think that people of this region fit the definition of hillbilly other than the fact that this area is “hilly”? This paper will not discuss whether or not the term hillbilly accurately describes to the people of Eastern Kentucky. Based on the assumption that the term is derogatory and harmful to the people of Eastern Kentucky and the central Appalachian region, what steps can be taken to combat this stereotype? Contributing Influences Before taking action against the stereotype of Eastern Kentucky, one must first know how people first become aware about the stereotype. Then one must determine what causes them to think they are justified in their view of Eastern Kentucky and central Appalachia. Only after this analysis can solutions to the problem be devised. Media The actually word “hillbilly” is not often heard…except in movies and tv shows. Since the term is primarily associated with low intelligence and terrible grammar, the people of Eastern Kentucky and are perfect targets for humor in shows and movies. “The Beverly Hillbillies” and “Dukes of Hazard” are two such examples as well as a more recent show on Cartoon Network called “Squidbillies” which follows the life of a hillbilly squid paroled from jail to take care of his illegitimate hillbilly son. Despite that the targeted show’s audience being hillbillies and yuppies (a group of with a similar social connotation), such people do not enjoy the humor as much as would be expected (Bowman, Hallett, Bovan...
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...clothing is investigated using a sample of Chinese consumers. The multivariate analysis of variance and discriminant analysis results indicate that seven decision-making styles together with other consumer behavioural characteristics can be used to distinguish and profile consumers who prefer to buy domestic, imported or both types of clothing. Empirical findings reveal that consumers who prefer to buy imported brand clothing tend to have a unique lifestyle and shopping orientation that differ from those who prefer domestic brand clothing. Conceptual contributions and managerial implications are discussed. Keyword(s): Consumers; Decision making; Brands; Clothing; China; Consumer behaviour; Market segmentation. Article Type: Research Paper, Journal: European Journal of Marketing, Volume: 38, Number: ½, Year: 2004, pp: 239-252 Copyright ©Emerald Group Publishing Limited, ISSN: 0309-0566...
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...I. United States of America economic history In order to successfully move forward, we need to look to the past. The country’s economic history is like all history, meaning that it examines and observes the past activities of mankind (Fite 4). The most significant periods in the United States economic history are actually the three centuries before England settled in America. There were four changes happening in Western Europe that have greatly influenced America. Those changes were economic, political, religious, and intellectual (Fite 15). So why were these changes so important? They were the reasons that England decided to explore and expand in the western part of the world. The decision to expand trade and commerce was the most important advancement in the history of economics (Fite 15). From the time that the Virginia colonies were settled in 1609 up until 1890, farming was the most important aspect of the United States economy (Fite 30). Although manufactured products were worth more than products produced on a farm for the first time in 1889, farming was how the majority of Americans made a living (Fite 30). Despite the fact that agriculture dominated in these early years and the industrialization of the colonies was well under developed, “there was a high degree of specialization in the colonial economy” (Fite 63). For example, there were tobacco crops in the southern colonies which were crops that produced money, and in the northern colonies there was international...
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...store, and its own house brands. It also broke retail boundaries by introducing Tangs Studio – a niche upscale store during the decadent 1990s – to cater to a new breed of well-travelled upwardly mobile individuals or yuppies. Tangs also won several window and store display competitions organised by the Singapore Tourist Promotion Board and Singapore Retailer’s Association. TANGS has come to be regarded as a Singaporean shopping institution along the main shopping-belt of Orchard Road (The Business Times, 2012), along the lines of Harrods in London or Bloomingdales in New York. In late 2013, TANGS completed the internal façade of their 3-year transformation plan its flagship store on Orchard Road to keep up with the ever-changing consumer shopping habits of both locals and tourists like operating on Sundays and introducing marketing strategies to increase consumer choice. This report demonstrates the application of relevant behavioural concepts in the marketing of place in TANGS L1 “Tangs Beauty” and “Eyewear”, determine a logical research approach for objectives addressed, followed by presenting research evidences that reflect TANGS strategic approaches with perspectives of relevant personnel supported. This paper will also analysis and discuss the research evidences against relevant findings, which explains TANGS success in...
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...Marketing in China Before the reforms, under the command economy, Chinese companies took order from the state in production and push the products through state-controlled distribution systems. They never had to advertise, to do consumer research, and to think about marketing strategies. For years, even after the opening and reforms, many Chinese still consider marketing western concept of a dubious practice, something that may be not valid or applicable in China. Marketing proves to be one of the most challenging parts of China operations, perhaps more so than other areas such as accounting, finance, or research & development. For several reasons, First, infrastructure in marketing is underdeveloped, including transportation systems, media development, labyrinth of multi-tier distribution channels, and the severe shortage of qualified marketing personnel. Firms attracted to the longterm potential of this vast country must remember to pay sufficient attention to the basics of producing, distribution and marketing a successful product (Country Commercial Guide 1998), Marketing Strategies In the early 1980s when MNCs first came to China, many thought of China as a huge market with a homogeneous culture and felt standardized global marketing would be effective in capturing the opportunities and improving efficiency. These feelings were confirmed by the desire of Chinese to acquire western technologies and their fascination with products from the West. After living in an economy of...
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...Marketing in China Before the reforms, under the command economy, Chinese companies took order from the state in production and push the products through state-controlled distribution systems. They never had to advertise, to do consumer research, and to think about marketing strategies. For years, even after the opening and reforms, many Chinese still consider marketing western concept of a dubious practice, something that may be not valid or applicable in China. Marketing proves to be one of the most challenging parts of China operations, perhaps more so than other areas such as accounting, finance, or research & development. For several reasons, First, infrastructure in marketing is underdeveloped, including transportation systems, media development, labyrinth of multi-tier distribution channels, and the severe shortage of qualified marketing personnel. Firms attracted to the longterm potential of this vast country must remember to pay sufficient attention to the basics of producing, distribution and marketing a successful product (Country Commercial Guide 1998), Marketing Strategies In the early 1980s when MNCs first came to China, many thought of China as a huge market with a homogeneous culture and felt standardized global marketing would be effective in capturing the opportunities and improving efficiency. These feelings were confirmed by the desire of Chinese to acquire western technologies and their fascination with products from the West. After living in an economy...
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...1.0 Executive Summary Sigmund's Gourmet Pasta will be the leading gourmet pasta restaurant in Eugene, OR with a rapidly developing consumer brand and growing customer base. The signature line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce. Sigmund's Gourmet Pasta also serves distinct salads, desserts, and beverages. Sigmund's Gourmet Pasta will reinvent the pasta experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service. In order to grow at a rate consistent with our objectives, Sigmund's is offering an additional $500,000 in equity. Existing members will be given the first option to subscribe to the additional equity to allow each of them to maintain their percentage of ownership. The portion not subscribed by existing members will be available for prospective new investors. 2.0 Situation Analysis Sigmund's Gourmet Pasta is close to entering their second year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, pasta dishes...
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...What Went Wrong with Starbucks? Financial Analysis and Business Evaluation Case Study By Julia S. Kwok* Elizabeth C. Rabe Northeastern State University * Corresponding author: Department of Accounting and Finance, College of Business and Technology, Northeastern State University, Broken Arrow, OK 74014; Email: kwok@nsuok.edu; Phone: 918-449-6516. What Went Wrong with Starbucks? Financial Statement Analysis Abstract After decades of grande growth based on the Starbucks experience, Starbucks Coffee Company experienced continuous drop of stock price since the beginning of 2007. Upon first glance of their financial statements, there was 20% increase in revenues and 9% increase in net income last year. Such growth could be counter intuitive to the drop of market value. This case encourages a more in depth examination of how the financing of the expansion impacted financial ratios. Further assessment should evaluate the impact of expansion on the company‘s free cash flows and return of the capital investment. Students would need to evaluate the relative contribution of factors leading to the drop of the stock price. The case provided detailed information that would allow students to investigate the impact of the economic and business conditions, the competition and Starbuck‘s business strategies on their financial performance. The students were advised to consider what changes to Starbuck‘s strategies could increase the economic value added of the expansion and help to reverse...
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...What Went Wrong with Starbucks? Financial Analysis and Business Evaluation Case Study By Julia S. Kwok* Elizabeth C. Rabe Northeastern State University * Corresponding author: Department of Accounting and Finance, College of Business and Technology, Northeastern State University, Broken Arrow, OK 74014; Email: kwok@nsuok.edu; Phone: 918-449-6516. What Went Wrong with Starbucks? Financial Statement Analysis Abstract After decades of grande growth based on the Starbucks experience, Starbucks Coffee Company experienced continuous drop of stock price since the beginning of 2007. Upon first glance of their financial statements, there was 20% increase in revenues and 9% increase in net income last year. Such growth could be counter intuitive to the drop of market value. This case encourages a more in depth examination of how the financing of the expansion impacted financial ratios. Further assessment should evaluate the impact of expansion on the company‘s free cash flows and return of the capital investment. Students would need to evaluate the relative contribution of factors leading to the drop of the stock price. The case provided detailed information that would allow students to investigate the impact of the economic and business conditions, the competition and Starbuck‘s business strategies on their financial performance. The students were advised to consider what changes to Starbuck‘s strategies could increase the economic value added of the expansion and help to reverse...
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...4357 OCTOBER 24, 2011 CHRISTOPHER A. BARTLETT Documento para uso exclusivo no AESE-SORBONNE 2013 (2013-06-18) ARAR HAN Levendary Café: The China Challenge Levendary Café was spun out from private equity ownership in January 2011, and the following month, Mia Foster was named as its new CEO. The departing CEO, Howard Leventhal, was the beloved founder of the popular chain of 3,500 cafés. He had grown a small Denver soup, salad, and sandwich restaurant into a $10 billion business, but after 32 years was moving on to new interests. This was Foster’s first job as CEO. Previously, the 47-year-old had been president of the U.S. business of a large American fast food company for seven years. She had started her career at a major global accounting firm, leaving to earn an MBA from Wharton. Upon graduation, she had become a consultant at McKinsey before taking a job in product management at P&G, where she worked her way up the ranks. Foster was known for her frank communication style and strong execution. In spite of the promise held by the Levendary brand and Foster’s strong track record, Wall Street was cautious about the stock. While the company’s fundamentals were strong and its performance generally in line with management forecasts, its shares traded at a discount to comparable restaurant stocks. There were two reasons for this. First, analysts were concerned that Levendary’s domestic business was nearly tapped out. Second, given Foster's lack of previous...
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...Case 41 IKEA : Building a Cult Global Brand IKEA is a state of mind that revolves around contemporary design, low prices, wacky promotions and an enthusiasm that few institutions in or out of business can muster. Perhaps more than any other company in the world, IKEA has become a curator of people’s lifestyles, if not their lives. At a time when consumers face so many choices for everything they buy, IKEA provides a one-stop sanctuary for coolness. It is a trusted safe zone that people can enter and immediately be part of a like-minded cost/design/environmentally sensitive global tribe. If the Swedish retailer has its way, you too will live in a BoKlok home and sleep in a Leksvik bed under a Brunskära quilt. Beds are named after Norwegian cities; bedding after flowers and plants. IKEA wants to supply the food in your fridge, it also sells the fridge, and the soap in your shower. The IKEA concept has plenty of room to run: the retailer accounts for just 5 to 10 per cent of the furniture market in each country in which it operates. It is, however, a global phenomenon. That is because IKEA is far more than a furniture merchant. It sells a lifestyle that consumers around the world embrace as a signal that they—ve arrived, that they have good taste and recognize value. ‘If it wasn’t for IKEA,’ writes British design magazine Icon, ‘most people would have no access to affordable contemporary design.’ The magazine even voted IKEA founder Ingvar Kamprad the most influential...
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...Notes for Exam 5- Geography North America Tuesday, November 16, 2010 Physical Geography * Latitude is very important –broad range * Western climates- Mountains (change the climate of the region) * Example: Sierra Nevada and Rockies * Deserts and dryness- Because the mountains are so tall they absorb the precipitation * Further west- very wet * Louisiana- very close to the equator, nothing to stop the storms -2 of the largest countries in the world include (Population)- 1. Canada- 1/10th of the US- 33 million * Lots of empty land in this area 2. The US- 300 million pop * Highly urbanized (D): Megalopolis- Applies to the US and Canada, very big *PROS OF North America 1. -Farming and Ranching and Agriculture * Used to be dominate * 1790: employed 90% of the work force * 1880: dropped down to 50%- because of industrialization * Today: less than 2% * In the US only 1% of population are farmers * Farm populations fell by 2/3 in the beginning of the 20th century * Farms are consolidating * 20% drop in the number of farms * Agriculture has become more meganized (more industrial) More money to keep it going, more land and more machines * Farms are still critical in the US and Canadian economy * 2000: US Alone, $216 billion dollars in farming alone * Land use, agriculture remains dominant * Varies by region * Dairy farming in the east * Live Stock...
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...4357 REV: FEBRUARY 26, 2013 CHRISTOPHER A. BARTLETT ARAR HAN Levendary Café: The China Challenge Levendary Café was spun out from private equity ownership in January 2011, and the following month, Mia Foster was named as its new CEO. The departing CEO, Howard Leventhal, was the beloved founder of the popular chain of 3,500 cafés. He had grown a small Denver soup, salad, and sandwich restaurant into a $10 billion business, but after 32 years was moving on to new interests. This was Foster’s first job as CEO. Previously, the 47-year-old had been president of the U.S. business of a large American fast food company for seven years. She had started her career at a major global accounting firm, leaving to earn an MBA from Wharton. Upon graduation, she had become a consultant at McKinsey before taking a job in product management at P&G, where she worked her way up the ranks. Foster was known for her frank communication style and strong execution. In spite of the promise held by the Levendary brand and Foster’s strong track record, Wall Street was cautious about the stock. While the company’s fundamentals were strong and its performance generally in line with management forecasts, its shares traded at a discount to comparable restaurant stocks. There were two reasons for this. First, analysts were concerned that Levendary’s domestic business was nearly tapped out. Second, given Foster's lack of previous international management experience, they were skeptical of...
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...The Jobs family Steve Jobs was born on February 24, 1955, in the city of San Francisco. His Biological mother was an unwed graduate student named Joanne Simpson, and his biological father was either a political science or mathematics professor, a native Syrian named Abdulfattah John Jandali. In 1950s, the baby was put up for adoption. Joanne had a college education, and she insisted that the future parents of her boy be just as well educated. Unfortunately, the candidates, Paul and Clara Jobs, did not meet her expectations: they were a lower-middle class couple that had settled in the Bay Area after the war. Paul was a machinist from the Midwest who had not even graduated from high school. In the end, Joanne agreed to have her baby adopted by them. Paul and Clara called their new son Steven Paul. While Steve was still a toddler, the couple moved to the Santa Clara County, later to be known as Silicon Valley. They adopted another baby, a girl called Patti, three years later in 1958. Childhood Steve was quite a turbulent child. He really didn’t care about school for some time — until he reached the 4th grade, and had Imogene “Teddy” Hill as a teacher. She did bribe him, with candy and $5 bills from her own money. He quickly became hooked — so much so that he skipped the 5th grade and went straight to middle school, namely Crittenden Middle School. It was in a poor area. Most kids did not work much there, they were rather fond of bullying other kids, such as the young Steve....
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