* Quality and value * Upper affluent aspiring target market * Strong product range, excellent customer service Micro Threat of New Entrants- Low * Capital required to set up chain store Bargaining power of buyers- High * Switching costs are low * High buyer concentration Threat of substitutes- Low * No substitutes for clothes, maybe secondhand stores * Higher for
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Joanne Cua MKTG 186 Gateway Case 1. As the company grew in size, number of products, and market share, it was essential to employ new agencies to help develop their brand image and positioning in the market. Gateway’s first outside agency was Carmichael Lynch, Minneapolis, but as the company’s international sales rapidly increased, there was a need for a new global agency, DMB&B. Unfortunately, Waitt disliked that the agency’s creative approach was geared toward traditional advertisement
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Cisco, the worldwide leader in networking, has continued to refocus its brand on the B2B market after pulling the reins in on a much-scrutinized extension into consumer audiences. Cisco’s brand has always been able to remain relevant in the switching and router market, but that may not be enough to maintain Cisco’s performance in the future. The recent acquisition of NDS, a leading provider of video software and content security solutions, indicates that Cisco could be looking to gain a more solid
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engines servers. It have high brand loyalty of users and it is famous that one of the strongest brand recognitions in the world. However, the switching cost is low. For users, other search engines were literally one click away. The barrier of entry is high so that if a new entrant would like to earner internet industry and would get successfully, it needs to have Sufficient of capital and technology that provide a better searching engine, and also must overcome the brand loyalty. Threats of exiting
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far resulted in profits for partners and record private sector donations, the brand it is building is not sustainable without adjustments to the company’s marketing strategy. Symptoms of the increasing strain on the (RED) brand have manifested in the form of public misconceptions and protests around the business model, equivocal brand equity, and the growing gap between the revenue needed in the short term and the brand-building trajectory in the long term. To increase sustainability, the (RED) team
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strategy can be maintained by be being efficient in all aspects of business and not just getting low prices from suppliers. Since Air Asia has already invested in brand development strategies through strategic alliances with prominent associations (such as F1 and Manchester United) it needs to leverage this more to additionally build its brand. However, the key is for Air Asia to strengthen other aspects of its positioning, such as convenience and integrated lifestyle packages, apart from just focusing
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home & personal care products was established more than 30 years ago to provide spray dried detergent powders for the local market. Today it has evolved into a company that focuses on developing and distributing brands in the home and personal care markets-including the flagship brand TAJ. As the regions leading contract manufactures of multinational products-it inherits world-class manufacturing expertise in home and personal care products. (Ditra, 2011) Customer’s perception of satisfaction derives
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Strategic Brand Management - Brand Analysis Introduction We have chosen to analyze the issues faced by Samsung in the consumer mobile market. Samsung was established in 1938 as a trading company. It has since grown into a large and highly respected conglomerate headquartered in Samsung Town, Seoul, with operations in over 74 countries. But in recent years the dominance of Samsung in the android mobile market has been threatened by incumbents like Xiaomi and Micromax. Moreover it is facing
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between self-congruity and brand loyalty, and stating the moderating effect of consumers’ price consciousness: The literature review Yulia Yushchik, 10292004 Assignment: Literature review Number of words: 2498 Brand Communication Dr. Peeter Verlegh The University of Amsterdam March 30, 2012 Introduction When the popularity of the relationship marketing is growing widely, consumer-based determinants of brand loyalty are interesting and useful field to study. Brand loyalty is realized by having
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__ 23 March 2015 ProQuest Table of contents 1. Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context............................................................................................................................................ 23 March 2015 ii 1 ProQuest Document 1 of 1 Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context Author:
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