* Yakov Bart (Yakov.Bart@insead.edu) is an assistant professor of marketing at INSEAD, 1 Ayer Rajah Avenue, Singapore 138676. Andrew T. Stephen (AStephen@katz.pitt.edu) is an assistant professor of business administration and Katz Fellow in marketing at the Joseph M. Katz Graduate School of Business, University of Pittsburgh, 318 Mervis Hall, Pittsburgh, PA 15260. Miklos Sarvary (Miklos.Sarvary@insead.edu) is Professor of Marketing and The GlaxoSmithKline Professor of Corporate Innovation at INSEAD
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Nokia announced in February 2011 and the increasing success of Nokia’s Lumia smartphones, Microsoft aims to accelerate the growth of its share and profit in mobile devices through faster innovation, increased synergies, and unified branding and marketing. For Nokia, this transaction is expected to be significantly accretive to earnings, strengthen its financial position, and provide a solid basis for future investment in its continuing businesses. “It’s a bold step into the future – a win-win
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China’s ‘LUXEPLOSION’ 1 It is an industry driven by an ECONOMY ON HYPER-DRIVE NOMINAL GDP: 1992 TO 2011 Source: World Bank 2 A quick expansion into ‘NEW GROUND’ PROVINCIAL GDP PROFILES (2011) Shanghai Beijing Tianjin Inner Mongolia Shaanxi Hunan Chongqing Sichuan Guizhou Source: China National Statistics Bureau, BBDO Analysis 3 As the economy expands and breaks into new ground… …the luxury category is also following suit -- it is achieving high growth
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Table of contents: EXECUTIVE SUMMARY .................................................................................................................. 3 BACKGROUND ................................................................................................................................... 4 PROBLEM STATEMENT ................................................................................................................ 4 DATA ANALYSIS ...................................................
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knowledge on consumer response to different aspects of the marketing program. * Brand equity measurement system: set of research procedures designed to provide marketers with timely, accurate, and actionable info about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run. * New accountability- return of marketing investment. * Measuring the long-term value of marketing in terms of both its full short term and long-term impact
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PART 1 GLOBAL BUSINESS ENVIRONMENT CHAPTER ONE Globalization Learning Objectives After studying this chapter, you should be able to 1. Describe the process of globalization and how it affects markets and production. 2. Identify the two forces causing globalization to increase. 3. Summarize the evidence for each main argument in the globalization debate. 4. Identify the types of companies that participate in international business. 5. Describe the global business environment and identify
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Society' o Educational networking o Social studies o Gaming and virtual worlds The evolution of social networks o Technological progress o Business models and revenue streams o From the web to the street o Privacy/security/ permissive marketing o Digital Asset Management o Longevity of digital assets o Impact on advertising Changing Britain Conclusions Timeline About the Author References 3.1. 3.2. 3.3. 4 11 11 13 15 23 28 33 34
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Participants and Competitive Analysis 15 Industry Participants 15 Competitive Analysis 15 5.0 Growth Strategy 17 5.1 Strategic Initiatives 17 5.2 Brand Strategy 17 5.3 Marketing Strategy 18 Positioning Statement 18 Pricing Strategy 18 Promotion Strategy 19 Marketing Programs 19 5.4 Sales Strategy 21 Sales Forecast 22 Sales Programs 22 5.5 Strategic Alliances 23 5.6 Milestones 23 6.0 Web Plan Summary 25 6.1 Web
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Strategic Analysis Marcel Campbell University of the Incarnate Word Table of Contents Executive Summary………………………………………………………………… 3 Company Overview…………………………………………………………………. 4 Mission, vision, Values……………………………………………………………… 5 History……………………………………………………………………………….. 6 Key Executives………………………………………………………………………. 7 Logo………………………………………………………………………………….. 8 Awards……………………………………………………………………………….. 9 Internal Analysis……………………………………………………………………
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Contents Why this project important Before taking up the main subject 1. Executive Summary 2. Overview of Current Situation (with some background) 3. Situation Analysis ( Country, Industry, 3 C’s: Customers, Competitors, Company) 1) Analysis of overall attractiveness of a country 2) Industry A. Diamond Model (Michael Porter) B. Analysis of failure examples in SPA industry C. The major background of SPA brand’s failure at first entry to the market D. Characteristics of SPA 3)
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