Future Cola of Wahaha Group Co.Ltd,China Jianfei Sun Degree Programme in Business Management Thesis April, 2010 Laurea University of Applied Sciences Laurea Leppävaara Degree Programme in Business Management International Business-to-Business Marketing Abstract Jianfei Sun Brand Image in Cola Drinks; Case: Futre Cola of Wahaha Group Co.Ltd, China Year 2010 Pages 45 In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share
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Product Product Conceptualization Design Fabrication Branding (Manufacturing) (Product definition) Type of Production Activity Marketing & Distribution Customer Service Traditional Manufacturing: The Era of Pillar Industries and Industrial Conglomerates Profitability High Low Manufacturing (linked to R&D, Design) Type of Production Activity Branding Marketing Customer & Service Distribution “Upward Commodification” by Chinese Firms Original “smile” curve Profitability High Chinese
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but many companies are more worried about external factors before really addressing their core values. Many companies fail to realize that competitive advantage comes from internal fit. A competitive advantage comes from creating value to your customers that they would not have otherwise. Not only value creation but also value capture is a part of creating an advantage over competitors. Capturing value comes from organizational design. Making sure the processes inside your company are all reinforcing
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Introduction Marketing began as a need for companies to strategically set themselves apart from other companies within a marketplace while offering something of value to the customer. Marketing has evolved through many phases and currently has evolved very heavily into E-marketing. “The American Marketing Association offers the following formal definition: Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing
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1. Define marketing and discuss how it is more than just “telling and selling.” 2. Marketing has been criticized because it “makes people buy things they don’t really need.” Refute or support this accusation. 3. Discuss the two important questions a marketing manager must answer when designing a winning marketing strategy. 4. How should a manager approach finding answers to these questions? 5. What are the five different marketing management orientations? Which orientation do you
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The Blue Ocean strategy in marketing is a unique approach to building a customer base. Instead of trying to compete in an overcrowded marketplace with existing companies, a Blue Ocean strategy seeks to build an entirely new market area. With the rapid growth of technology and globalization, the importance of a Blue Ocean strategy has grown in recent years. The “Blue Ocean strategy” is a term that originated from the 2005 book, The Blue Ocean Strategy, by W. Chan Kim and Renee Mauborgne that describes
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performance characteristics Creating value integrative manner functional area 2. Intellectual and and by which customers are 4. Reputation assets Human willing to pay Created by 3. Organizational 5. Technological CA not permanently sustainable 6. Financial Therefore must exploit current adv. while Value creating strategy Low cost and/or high Tangible vs Intangible simultaneously form new advantages Superior differentiation Warning: Core Duplication - more difficult for - Value of tangible assets rigidities
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broaden the understanding of CRM and its role in enhancing customer value and, as a result, shareholder value. The authors explore definitional aspects of CRM, and they identify three alternative perspectives of CRM. The authors emphasize the need for a cross-functional, process-oriented approach that positions CRM at a strategic level. They identify five key cross-functional CRM processes: a strategy development process, a value creation process, a multichannel integration process, an information
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references) Introduction Sustainable marketing is the process of promotional activities that are specifically aimed at capitalising on the changing attitudes towards a brand. The changes in consumer attitudes are being accelerated by the introduction of firms practices and policies that look at the effect of the business on the environment, and reflects the firms level of concern for the community. “Organisations are becoming more adept at using green marketing to there advantage” (Wright,2008,p24)
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and seamless integrated devices. It is April 2013 and Apples total value has gone down to $370B. This is mainly due to constant pressures from competitors such as Samsung and others. Apple is challenged with responding correctly to competition with the right product to market, as well as how they are going to compete in new emerging markets. Apple is also challenged with coming up with not only short term solutions but creating new long term solutions to bring back the favorable growth they had
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