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University Degree: Marketing

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  1. BubbleTea Cafe Business Project

    We want a fair profit for the owner and a rewarding place to work for our employees. Mission Statement "Demolish Every Caf� That Is In Our Way" Market Driven Planning Process Description of the Target Market Our survey suggests that we target customers from 19-25, especially because they have a lot of money and are most likely to spend time with friends by going out to sports bars, movies and caf�. It was found through our survey that the majority prefers to go out for drinks after lunch and stay up until midnight. Thus the caf� will open at 12 noon and close at 12 midnight.

    • Word count: 3733
  2. Stages in the Internationalisation Theory

    There is much loss of valuable resources this way. Lack of through knowledge about foreign markets is one of the main obstacles during the internationalisation process. Culture, Government Restrictions, Business Policies and many other factors need to be taken into serious consideration before entering foreign markets. Thus constant learning plays an extremely vital role in the Internationalisation process. Contingency Theory The contingency theory of entry mode performance is developed based on transaction cost analysis as well as production cost theory and also the nature of exchange relations.

    • Word count: 2702
  3. Fluor Canada Ltd., Managing for a Global Strategy.

    They state, "A multinational strategic mentality develops as managers begin to recognize and emphasize the differences among national markets and operating environments.... In companies operating with such a multinational mentality, managers of foreign operations tend to be highly independent entrepreneurs... " (p. 11). Because of this independence, Fluor Canada, Ltd. was in an excellent position to take advantage of the burgeoning oil boom in Canada. As a result, they enjoyed unprecedented growth. However, during the energy crisis of the 1980s, they suffered extensively and had to cut payroll by 80%.

    • Word count: 3465
  4. Nestle is the world biggest known brand

    For example, Nestle jointly sells General Mills cereal brands in markets outside North America. Nestle sells its products mostly through different kind of retailers: * Supermarkets Relatively large, low-cost, low-margin, high-volume, self-service operations designed to serve the consumers total needs for food, laundry, and household maintenance products. E.g. Hero (Indonesia), Tops (Singapore, Malaysia, Indonesia), etc * Convenience stores Relatively small stores that are located near residential areas, open long hours seven days a week, and carry a limited line of high-turnover convenience products.

    • Word count: 1756
  5. Business analysis of the Corel Corporation.

    Does the company have enough resources to fend-off competitors of WordPerfect? Scrupulous analyses have to be done before the finale decision is made. Without these analyses, the result can be vital for Corel. EXTERNAL ANALYSIS Opportunities: 1. New growth opportunities for the company * The demand for graphics increases, so Corel can use its expertise in the graphics arena to capitalize on these opportunities. * Corel is the dominant player in the documentdriven industries, namely in the legal arena as well as the federal and state and local government level, and that is not likely to change.

    • Word count: 1377
  6. Achieving Slimness: Weighing the Consequences

    That in a country where the average (average, mind you) woman is a size 14. If a model such as Carre Otis becomes a size 12, she is considered a "plus size" even though she's still smaller than the average woman. Amazing! Doctors today think that obesity might be caused by genetics and that the best way to deal with weight problems is to exercise three times a week for a minimum of 30 minutes and to eat a sensible diet. While that is probably also the cheapest approach to weight loss, U.S.

    • Word count: 4342
  7. Many controversial debates surrounded the impact of advertising campaign of cigarette and alcohol on adolescents.

    al., 1998). Hence, they concluded that the effectiveness of relatively novel voluntary cautionary statement was less effective than familiar mandated warnings, which have been found to have only limited impact among adolescents. Discussion The result of this research is not surprising. It showed that the effectiveness of the warning labels to adolescents is a special problem. Adolescents have substantial interest in smoking and drinking. This group continues to demonstrate high rates of tobacco use. (Daynard, 1988: Jacoby, Chestnut and Silberman, 1977)

    • Word count: 4542
  8. Attitudes and Behaviour.

    This school of behaviourism is usually not accepted today. The school of cognitivism holds the view that attitudes can directly change behaviour. Cognitivism basically means a disposition to act. There is some support for this view. For example, when the mad cow disease was spreading in Europe, people over there either reduce their consumption of beef dramatically or stopped altogether.(East, 1997). "It is found that certain fields other than fast moving consumer goods, cognitivism is better supported based on the evidence. It was observed that people expecting to make a durable purchase would eventually make that purchase."(East, 1997)

    • Word count: 1908
  9. After reading the article, Adolescents attention to beer and cigarette print ads and associated product warnings (Journal of Advertisement 1998); there are several comments that can help us analyze it from different points of view.

    "The company places so many advertisements in magazines with ''huge youth readerships,'' like Sports Illustrated and Rolling Stone,"(Winter, 2002) There has been lots controversy when it comes to advertisement campaigns and strategies of alcohol and cigarettes, and determining which their target audience is really when you can find ads on different media. But isn't this purpose of advertising? According to one of many definitions, "Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."

    • Word count: 741
  10. Market for Coca cola company and its competitors.

    Coca cola's readiness to spend heavily on the marketing effort also helps the company compete and win over the market of soft drinks world wide. Coca cola boasts four of the world's five leading soft drink brand's coca cola, diet coke, sprite and fanta. Besides this coca cola participate and sponsors different types of events as a part of its strategies. As a part of greening of management it takes care of people's health by having non-alcoholic soft drinks for example caffeine free coke and diet coke.

    • Word count: 3312
  11. Green entrepreneurship

    The purpose of this paper is to highlight some of the opportunities and the advantages of entrepreneurs to adopt environmental friendly practices. Some barriers and ways to the implementation part of the practice are also outline in the body of this essay. DRIVERS OF GREEN ENTREPRENEURSHIP Bansal and Roth (2000) have identified motives for corporate "greening," such as regulatory compliance, competitive advantage, stakeholder pressures, ethical concerns, critical events, and top management initiative. One of the major driver for green entrepreneurship is the increasing economic challenges that intensify business competition force companies to find better ways to do business and strategize.

    • Word count: 2865
  12. Analysis of Dabs.com and Microwarehouse.co.uk.

    It mainly focuses on the domestic market in the UK. Dabs.com almost offers all the IT related products from a single component or an entire office-computing suite. Its products include computers, entertainment, monitors, networking, office supplies, peripherals, printers, storage, and software. They also provide the internet connection service and digital printing service. * The key success factors Build the good image and brand awareness Dabs.com try to build the image of No.1 online IT products retailer in the UK in the customers' mind.

    • Word count: 5690
  13. Computer Associates Operations Management.

    Paulo Cola�o-Dias Executive MBA 22 February 2003 Company Confidential http://www.ca.com The company that manages eBusiness Introduction and Background Founded in 1976, Computer Associates (NYSE: CA) has become one of the largest producers of Software and eBusiness Solutions serving organisations in more than 100 countries, including 95% of Fortune 500 companies. Over the past 26 years, CA has grown rapidly, in part through acquisitions and also through the strength of its direct sales force. The large majority of software products CA produces are not addressed to the common home user (as opposed to other software companies like for example Microsoft)

    • Word count: 3508
  14. Business Management discussion - Fred Jones has failed to expand his business and adapt to an ever changing and dynamic task and general environment.

    The projections mentioned in the case by the plant accountant, Mr. Smith, are made with thought and research. Statement of the Problem Fred Jones has failed to expand his business and adapt to an ever changing and dynamic task and general environment. Satellite Problems: * The potential loss of all three of Jones' invaluable managers due to generous propositions by the competition to join their firms. * Jones is oppressed with a load of functions. Being the only senior manager, Jones must fulfill the roles of all sections of management (marketing, research & development, manufacturing, human resources, etc.).

    • Word count: 3489
  15. Manchester United PLC.

    From the findings of the Marketing Audit, a Market Research Plan will be developed for MU. Findings The main part of the Marketing Audit is to identify MU's Strengths, Weakness, Opportunities and Threats. Strengths: The main strength for Manchester United is their Brand Awareness, Manchester United is extremely well known through out the World, and if Marketed as the national team with international supporters. This therefore means that any product that they launch, with the team name and logo will be instantly recognised by their supporters, which could be as high as 40 million World Wide.

    • Word count: 1846
  16. Segmentation, Targeting and Positioning

    Segmentation gives businesses the opportunity to develop their strengths further. Through using segmentation analysis, it is possible to target and position markets more effectively. ''Managers should be more aware of the limitations of segmentation studies.'' Hoek et al (1996). It is likely that the difficulty in linking segmentation to the performance of the organization is caused partly by the segmentation technique. The three techniques are: 1. Product-market definition: This is where segmentation is conducted at brand level, with the aim of finding different groups with similar brand preferences. 2. Market Stability: repositioning of a brand, therefore attempting to change the consumer's perception may also change consumer's perception of competing brands.

    • Word count: 2042
  17. Analyse and evaluate the industry environment in which Marks and Spencer operates

    (See Table 1.1) (Table1.1 A table illustrating a comparison of M&S Activities with the supermarket sector) M&S Supermarket Sector Primary Source of Turnover Clothing Food Secondary Source of Turnover Food Clothing Other sources of Turnover Finance, Online activity, Coffee shops Electrical, Finance, Online activity, Restaurants M&S also face competition from Debenham's, Next and the Burton group which are primarily concerned with the clothing retail sector 1.2 PEST Analysis One manner to enable an analysis of a Industry is the use of a PEST analysis this enables one to identify key influences and their resulting affect on the manner in which a industry operates.

    • Word count: 10399
  18. How successful has Marks and Spencer been in meeting objectives?

    However, there are different factors that may influence the choice of objective for instance the size of the firm. Where smaller businesses may be satisfied with maintaining profits or survival, larger companies like M&S may want growth or monopolisation. The state of the economy is another factor M&S has to unravel to decide upon its objectives. During a recession many firms concentrate on survival (this applies to large firms as well). Marks and Spencers profits have fallen by �74m before tax for the year with sales continuing to slide in the past months despite the retailer's much publicised efforts to change things around, objectives haven't been consistent to market trends.

    • Word count: 1743
  19. Market Research

    I am hoping that the market research that I am going to be doing will help me to decide other market segments that I could try to attract. There are two type of market research and they are field research and desk research. Desk research is when you do secondary research that has already been done before by someone else. Then you collect all the data and give an evaluation. Also there is field research when you do things such as make a questionnaire and maybe stand on the street and ask people you could also do questionnaires over the internet on a businesses internet site.

    • Word count: 1000
  20. Aldi - Business Analysis

    These include canned and frozen goods, chilled foods, meat and dairy products, household supplies, baked goods, and a special range of locally bought produce. The key to Aldi's merchandising strategy is their private label program. They source their own exclusive range of products to exacting Aldi standards. E.G. Product lifecycle of Aldi's 'Happy Harvest Sweet Corn' INTRODUCTION - sales grow slowly because the product is new and people are yet to accept or try it. The introduction of this product into the market would have been determined by questionnaires and asking consumers what types of products they want to use and purchase.

    • Word count: 1155
  21. Video rental shop Business Plan

    I am proposing to deliver this service. I also think that selling these items will make a high income, and when renting out new films, lots of profit can be made in the long term. Potentially, this business will be of interest to an audience of all ages, sex, tastes or social class. It is also a market that has a high turnover of products (new video releases are being made all the time) meaning there will be constant demand for the products/services.

    • Word count: 13983
  22. Electronic Publishing

    Fifteen e-books were to be published in February and March under the newly created PerfectBound imprint. Each e-book will be published in the U.S., the U.K., Canada, Australia and New Zealand. Additional e-book lists will follow bi-monthly, eventually featuring a combination of globally and locally published titles.3 The Frankfurt Book Fair has established seven annual awards for e-books, including a grand prize of $100,000. Franklin Electronic Publishers has produced an all-in-one device called the eBookMan. Slightly larger than a Palm organizer, the eBookMan works as a personal organizer and plays MP3 and digital books-on-tape Audible files through a built-in speaker.

    • Word count: 2892
  23. Afton Industries - Business Analysis

    The company must determine profits generated by maintaining current price and comparing 2% market demand growth with 5% decline. This must be done for all prices levels that the company is considering in order to accurately determine what combination of price and projections will yield a greater profit for the company. This will allow Afton the effectively estimate profit impact from price changes. Enumerate the Decision Factors When enumerating decision factors, one must identify two different areas, alternative courses of action and uncertainties in the competitive environment. In the case of Afton Industries, they are trying to utilize a market-penetration strategy which allows them to gain a greater dominance in a market which it already has an offering.

    • Word count: 4119
  24. Study Focused on the Potential Lasermax Target Market

    The scorecard is a computer printout with all the statistical information about the game. It shows the winning team, highest personal score, players own score, shooting accuracy, number of shots fired, who the player tagged and how many times, and how many times the player was tagged and by who. Throughout this coursework, I have assumed that all the cash needed to keep the business running is supplied. It is also assumed that the location has already been provided for me (Based on the questioned's wants, and available land). Theoretical Background: * I hypothesize that this field of interactive entertainment shall be extremely successful amongst the new generation in Jordan, mainly between the ages of 12 to 16.

    • Word count: 3186
  25. Looking at IKEA.

    He would sell whatever was needed to make a profit. From 1943 the company would now be known as IKEA, the name was based his initials, (I.K), the farm where he was born on (Elmtaryd) and the village he was born in (Agunnaryd). In 1945 IKEA began advertising, in local newspapers and making mail order catalogues. Seven years later he introduced furniture in his catalogues, and three years on he opened a furniture showroom so people could see what the product was before they bought it. This proved to be a big advantage over Ikea's competitor.

    • Word count: 1051

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