Ateneo De Manila University Rockwell Center, Makati City GRADUATE SCHOOL OF BUSINESS MBA Program STRATEGIC MANAGEMENT PAPER XTEP Company Advised by: Professor Winnie M. Constantino Prepared by: LIN LI April 11th, 2011 TABLE OF CONTENTS ACKNOWLEDGEMENT………………………………………………………………………………………………………………….4 EXECUTIVE SUMMARY…………………………………………………………………………………………………………………7 I. COMPANY BACKGROUND..………………………………………………………………………………………………..9 1
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the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The information published here is provided by PepsiCo, Inc. and may be accessed at their site: www.pepsi.com. The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded
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Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning,
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the internal analysis and core competencies. This analysis is to analyzed McDonald's strengths and also its weaknesses The next segment will discuss the market segmentation, targeting and positioning of McDonalds in Malaysia market. The marketing program of McDonalds will then be evaluated as well as its financial performance. Lastly, the issues and problems are brought up and recommendations are given to improve the situation. 1.0 Company Overview McDonalds was founded by two brothers, Richard
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............................................................................................. 10 SWOT ANALYSIS ...................................................................................................................................... 10 O BJECTIVES............................................................................................................................................... 14 S TRATEGIES
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INTRODUCTION Advertising What is Advertising? Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising is, in fact, the most prominent and powerful medium in the present commercial world. It creates an entire world view, shaping our attitude and beliefs. Advertisements permeate every aspect of life and most of
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waving the music to a stop. Wearing black from head to toe, sporting dark glasses, and sweating under the heat of the lights, he was losing his patience. A highly respected music video director, Sanchez was starting to wonder if taking on this advertising gig was such a great idea. “How many times do I have to tell you to point the logo on the can toward the camera during that move?” On stage was Maygan M, a pop singer whose star had risen in the months since she’d agreed to do this ad. She was
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Differentiation: By differentiating itself along some dimensions that are widely valued by customers to command a higher price. 3. Focus: A company also chooses one of two types of scope, either focus offering its products to selected segments of the market or industry-wide, offering its product across many market segments. The focus strategy has two variants, cost focus and differentiation focus. In cost focus a company seeks a cost advantage in its target segment, while in differentiation focus a company
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has been distributing BlackBerry for over 5 years and they have 6 main outlets but over 100 authorized partners throughout T&T. BlackBerry, T&T’s most popular Smartphone device has been chosen because of its traditional business appeal and product development in order to respond to the local pressures and sustain in a highly competitive business environment. Blackberry has been in the T&T market for 8 years and possess approximately 41% market share. Blackberry’s regional director Sean
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