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University Degree: Marketing

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  1. Marketing Mix Strategy Analysis of Apple iPod

    The advent of mp3 format gave way to more music storage and gave portable audio devices more market space. IPod was the introduced by Apple Inc. which has conquered the market and has become synonymous with the meaning of portable music player. Apple Inc. was previously into software and hardware markets for PCs but was only a niche player. There products were known for design and coolness and players like Windows and Dell were eating away them and they were running into losses.

    • Word count: 2524
  2. Market Research Case Study - The statement of the problem is has the move affected the sales of Hawthorn Craft market and how will the move affect or change the shoppers experience.

    Hawthorn Craft Market has moved to a place where there is a lot of competition. There are other crafts markets within the radius of 10km from Atrium. There is the Art centre at Melbourne, the Rose Street Market at Fitzroy, the Blackbird Market also located at Fitzroy, the Rotary Sunday Market at Camberwell and the Hatch Incubator Market at the City Library. All this market gives competition to the Hawthorn Craft Market. Hawthorne is the only market in the area that opens on Sundays within a radius of 5km.

    • Word count: 1115
  3. Discuss the managerial approach to marketing.

    The behavior of consumers is exemplified by satisfying initial desires and progressively moving up after fulfilling the earlier wants. Physiological needs are the fundamental human needs like sleep, food, and water. Safety includes the desire for job, physical, and financial security. Well being and health are also included in safety. Safety need is met by insurance, income, and employment (Bruce, Pepitone & Ebrary, 1999). Social need is seeking companionship, belonging, and love. Romantic and friendships relations assist fulfill this need. The fourth need is ego and includes self-esteem, prestige, and success. Self-actualization is the point at which one maximizes their potential once all the other wants have been satisfied.

    • Word count: 1843
  4. Determinants of fast food consumption in Malaysia

    Among the 6000 (approximately) franchise outlets in Malaysia, foods and beverages dominate the franchising sector (fast-food retail was about 32%), whereas, the local fast-food or Quick Service Restaurant (QSR) market was valued at $493 million (RM 1.8 billion). At present, the largest foreign franchise operator in Malaysia is KFC. It has entered the Malaysian market in 1973, and since then KFC dominates the market with 447 outlets and 46% market share in the fast-food or QSR market. Essentially, KFC and Pizza Hut in Malaysia are owned by the same group of companies, QSR Brands Bhd which in total, controls 60% of the QSR in Malaysia.

    • Word count: 8524
  5. Marketing Mix - examples from Sikorsky Helicopters.

    Product A good or service produced by organizations for a target audience is the product. A organization's product is not just material goods. A product can be a service, good, or both produced by an organization. ?For example, the Product of H & R Block is a completed tax form. The Product of a political party are the policies it works to achieve. The important thing to remember is that your good or service should satisfy some customers? needs" (Perreault, 2011).

    • Word count: 1264
  6. Marketing a new snack in Vietnam.

    The company distinctly states the corporation, marketing and financial objectives as the guidelines to the business. The major objective for Poca in the next twelve months is to gain the market share up to 30% in general snack market, and 60% in potato snack market particularly. Poca?s products are suitable a wide range of social class from low income upward. However, Poca target market is teenagers and young adults, which have a high proportion in Vietnam population. The company has its own potencies of a wide range of distribution in both urban and rural areas, various flavors along with eye-catching and hot color designs.

    • Word count: 7635
  7. Marketing Volkswagen Cars - the Beetle and new Beetle

    and the Passat and Variant Passat in the luxury segment (Madeira, Furlanetto, Palacios & Almeida, 2000). Volkswagen has demonstrated to have longevity through their strong brand and products. They have maintain their image by improving their models since they where created. Which have position them as a reliable brand, very important from the customer perspective in this industry. Not for nothing it literally means "the people's car". (Haig, 2004) On top of the quality, Volkswagen continues to produce their cars with distinctive personalities.

    • Word count: 1899
  8. Discuss the advantages and disadvantages of sales force automation

    The benefits of a properly implemented SFA technology go well beyond increasing a sales person?s productivity (Gillian 1992, 19) They include Improved access to information, a decrease in the sales cycle, staying in line with their competition and a higher rate of new customer prospects. Whilst the downfall in running a SFA system can be extensive training, cost time and money, the technology not suiting the business and a lack of user involvement. With both negatives and positive business have to make the decision whether their company will benefit or not and what type of system they will be most beneficial, with this there are several advantages and disadvantages they can take into account.

    • Word count: 1696
  9. Rise of private labels or store brands and how consumer goods companies can fight back

    In higher margin categories where innovation and marketing play a large role, branded companies have an upper hand with pricing. 4. With rising commodity prices, larger players have an advantage over smaller producers, which lack the capacity and sophistication to manage a large-scale hedging program. Change in Shopping Behaviors Most U.S. household non durables companies have been heavily caught up in the global economic downturn which began in 4Q 2008 with retailers cutting back or delaying purchases and many consumers following suit.

    • Word count: 1100
  10. Calyx & Corolla Case Study. C&C revolutionized the model of fresh flower selling by eliminating 3 levels of distribution (distributor, wholesaler and retailer) so that flowers reach consumers on average 7 to 10 days sooner

    The exclusivity contracts means that C&C is not competing for product supply with other mail order flower retailers. Strengths The novel sales model developed by C&C that connects growers directly with the customers allows a product that is 7-10 days fresher than competitors? to be delivered. In addition the other strengths of their business include: Profitability - By the third year of operation, C&C?s sales had increased more than 10 fold (from $750,000 to over $10,000,000) and were expected to double again in the next forecasted two years (Exhibit 1). Over that same time period, the gross profit margin was almost 80 percent of sales (Exhibit 1).

    • Word count: 1232
  11. Luxury item market. The luxury product I will be trying to sell will be watches. The watch market is an affluent one with the Swatch group and Rolex dominating the market,

    The first main issues that affects my company is the recession, the recession has hit the UK hard and has forced many people into re-evaluating their spending meaning that many people have decided to cut down on luxuries that they have been buying. According to Mintel (see infographic overview in the appendix) the watch and jewellery market shrunk by 1% between 2007 and 2009 but ‘Mintel forecasts that sales of watches and jewellery will increase by 8% between 2011 and 2016 to achieve a value of £4.6 billion (Clifford 2011)(see figure 3 of appendix to view forecast figures).

    • Word count: 1485
  12. Marketing an estate agency - Guide for Buying a First Home

    Simply put, your heart will Cost you money; using your head will Save it! Once you are certain that you are ready for this venture, you can follow this step by step guide for buying a home: 1. Find out how much of a mortgage you can afford. This is calculated by taking into consideration your savings, household income, current debt and expenses. You will likely need to pay 20% of the purchase price as a deposit. 2. Get your loan pre-approved from a bank or financial institution.

    • Word count: 900
  13. TNT Marketing Strategy. The objective of this marketing plan will be targeting to increase market share in the Southeast Asia region

    Marketing Objective 1. Increase market share in emerging market such as Southeast Asia 2. Increase product awareness among the target audience 3. Using Asia Road Network as its main marketing tools to market TNT branding Target Markets Asia being one of the regions with highest numbers of business and investment opportunities and when you look at it at a whole it has huge growing opportunity with the ability to produce consumer goods at a much lower price due to its cheaper labor cost (American Century, 2010).

    • Word count: 3179
  14. Marketing Mix Report on Kraft Tiger Energy Choc Biscuits.

    This biscuit have a lot of varieties such as 42g and 75g that specifically produced for individual consumption and 240g produced for family consumptions. Kraft tiger is produced more than one tastes such as susu and original because chocolate tastes can make their consumers feel tired and cough. There are some unique features in Kraft Tiger Energy Choc Biscuits, such as this product has Tiger?s design called ?Tigo? in their package is the special trademark of this product. Kraft Tiger has a unique carved object in their biscuits, written ?TIGER? that placed in the top of their biscuits.

    • Word count: 3048
  15. Marketing Research on a Fitness Center aimed at Women

    of Descriptive Statistics ? Questions 4 to 7 Table 8: Descriptive Statistics for Question 4 Table 9: Personal Income and Fitness Centre Location Table 10: Fitness Centre Location and Place of Work Table 11: Number of Dependent Children Table 12: Personal Income Before Tax Table 13: Respondents? Home Location Table 14: Respondents? Work Place Location Table 15: Summary of Results Figures Figure 1: Conceptual Diagram Figure 2: Fitness Centre Features Important to Women aged 20-40 Figure 3: Fitness Centre Services Important to Women aged 20-40 Figure 4: Personal Benefits Sought from a Fitness Centre by Women aged 20-40 Figure 5:

    • Word count: 20422
  16. Sales Management Ethics

    Moral conduct refers to what which relates to principles of right and wrong in behavior. Furthermore, business ethic is concerned with good and bad or right and wrong behavior and practices that take places within a business context. In fact, the actual business ethics have been increase these days, compared those in 1960s, but it still below the society expectation since the unethical problems in society also increasing (Carrol and Buchholtz 2003, 170). In addition, sales management ethics is the specific component of business ethics that deals with ethically managing the sales function. Salespeople are the most important part to determine whether sales process runs in ethical way or not since they are the boundary spanner or people in the middle (Lysonski and Johnson 1983, 8).

    • Word count: 1880
  17. tma 02- outline the view that supermarkets both provide and limit choice.

    For people to fit into that category they must have a high standing in the community or be able to show that they have sufficient income. Most of the seduced will be employed full-time with a wealthy lifestyle giving them the opportunity to purchase goods and services as they want them not just as they need them. If you are in the seduced category it gives you a higher social standing in the consumer society. Seduced consumers could be doctors, lawyers, businessmen, anyone with a positive identity.

    • Word count: 1678
  18. Visit a local retailer and examine two competing products from a single category,What inferences do you draw from the brand names and symbols? Do the brand names accurately characterize each products features and benefits?

    The brand symbol for Darlie is a dark-skinned male wearing a top hat. I would infer from both the brand name and symbol that this toothpaste grants the user shiny and glittering teeth resembling an African descent. This is due to the popular misconception about them having whiter teeth due to the colour contrast between their teeth and their dark skin. Primarily due to diminutive functional difference between competing products, companies nowadays emphasises greatly in enhancing brand name as consumers tends to bases product differentiation more on the brand name than the product benefits (del Río, Vázquez, Iglesias 2001, 455).

    • Word count: 2724
  19. Horlicks Foodles Marketing Strategy for Repositioning

    Using the responses, we used laddering approach to map the attributes, consequences and values. Detailed transcripts of the interviews are attached in the appendix. Phase 3: Based on the information gathered so far, we did an industry study to understand the current pain points of the Foodles brand. Statistics was performed on the market data to help us understand the constraints on the brand. Phase 4: Recommendations are proposed on the marketing strategy that Foodles could adopt. We have elaborated on some of the promotion plans that can be used to increase the market share.

    • Word count: 5615
  20. STARBUCKS CASE STUDY

    Part 1: External Analysis: PESTLE ANALYSIS: Political: Taxation policy: If Starbucks charges high tax to the consumer then lot of consumers won`t come to Starbucks as they will have to pay more, so Starbucks will lose customers which will decrease their sales which in other words occur a loss in their industry. Government stability: A change in government policies affects the industry as they may bring in new laws or new or existing government who might involve taxes. When mentioning new ventures the political turn oil or civil war should be taken great care.

    • Word count: 5906
  21. PROJECT ON MARKETING STRATEGIES OF BPL COLOR TELEVISION

    bring forth the fact that within the last two decades the manufactures preference for foreign goods and items. After the Asiad games in New Delhi the market for color television has increased phenomenally. The companies, which entered the Indian market whether foreign or Indian, could en-cash the ever-growing demand of consumer goods particularly color television. Such products are considered to be status symbol. A review of the sudden mushroom growth, electronics industry along metropolitan cities is very interesting as well as informative. As if not to be left behind even the public sector units started the manufacturing CTVs largely based on Korean and Japanese technology.

    • Word count: 12824
  22. Use Porters five forces model to assess the attractiveness of the bottled water industry in South Africa

    Buyer Power: Buyer power is defined as the power that the buyers of a product have on the price of the product. For instance a single person may have no effect on the buyer power of a brand, but a large retail store such as Shoprite or Checkers who buy in bulk may have a very strong buyer power and are able to negotiate special deals/prices on their purchases (Morningstar 2012). The buyer power of bottled water all depends on the demand that there is for the bottled water.

    • Word count: 2319
  23. What is best method of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

    Another benefit to this form of questionnaire is that it allows a person to answer the questions honestly without the pressures of an interviewer, either on the other line or sitting across from you. Plus, when you submit your questionnaire, you will not have to worry about your responses being tweaked by the organization because your answers are in writing. Next, the first advantage for companies using this method of contact is the fact that these organizations can send out mass mailers to target markets to gather data which could be extremely beneficial to that company.

    • Word count: 737
  24. A critical analysis of how ethical factors concerning children as consumers affect Disneys advertising strategy.

    With morality being such a subjective and culturally determined matter, the perception of what is right and what is wrong varies with different organisations and environments. As the evolution of economics, business processes, and technology has unfolded, the definitions and domains of ethical business practice have become more ambiguous and seemingly less categorical (Vermillon, 2002). Notwithstanding, a failure to properly consider ethical guidelines in the conduct of business run the risk of specific practices being adversely judged with the attendant likelihood of consumer backlash and its negative economic consequence.

    • Word count: 3737
  25. Research method report -attitudes to GM technology.

    For the ecosystem in the world, it is the alien organism. What they are more anxious about is the possibility that such self-breeding and hybridization would get close to other species, which might lead to the genetic contamination when that exotic species spread to the traditional biological system. Apparently, genetically modified crops are not different from the ordinary plants, and it just has more additional features with regard to the gene. In Europe the opposite voice against the genetically engineered crops is common to hear. Even the European Union has cautioned the public that the rational and reasonable attitude toward the genetically engineered crops should be taken in that the Europeans have suffered from the genetically engineered crops, Schubert (2002).

    • Word count: 5078

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