Brand Course Works Samples For Students

This is a basketball match played in between US and Argentina on July 22 in the year 2012. In the beginning of the match announcer spoke about the sponsors included the brand name of “Gateaway” and “Jeep”. A logo of Cisco has been seen in box area wallwhere viewers were watching the match. It placed very strategically from where it can be easily seen and within the reach of all. The whole wall of the viewer box area placed with the logo of Cisco which was brightening with the lighting ...

Response paper on the material I gave you

In marketing, there are the aspects that are considered in the provision of the products and services in order to attract customers and to increase sales. They play a great role in winning the customers’ trust and meeting their taste and preferences (Kotler 106). Customer satisfaction is the beginning of good market relationship. The products and services are classified into two categories - consumer products and industrial products. In these categories, it depends on the purpose of the product when it is purchased. It may be for personal consumption or for further processing in the business sector.

In today's ...

Business

Executive summary
Marketing is a fundamental process within the operational mandate of any organization. Accordingly, through marketing, businesses manage to generate product awareness through extensive approaches construed towards both product development and reach to target customers. Encompassing four facets of product, place, price and promotion, marketing is a holistic tool towards sustaining sales and market growth of an organization. Hence, through the inculcation of the diverse principles within the marketing facet, organizations reap successful outcomes. Most specifically, a marketing plan is directed towards developing an effective product policy statement in regards to vision, mission, goals and various approaches towards product launch ...

Dolce and Gabbana are a name that represents the eccentric and authentic luxurious products. It signifies the style that shows elegance and manifests itself as contemporary classicism that is based on innovation and creativity. This brand has maintained its identity by remembering the pillars and the roots on which the organization is stands. It has been evolving and growing continuously with the passage of time. This company has sought the help of attractive female and male models in order to position itself. For example Andreea Diaconu, who is a Russian female model who is 22 years old, is a renowned name for ...

This is the report of a market survey undertaken to understand suit wearing trends undertaken by Brookss Brothers, a popular cloth shop. The survey was administered to 50 people of which 46 were found to be valid. The other four were discarded. In the given population, 48% owned a suit, while others 52% did not own one. 23% of these respondents indicated that they never wear a suit, while 48% rarely wore a suit. 25% wore a suit occasionally and about 5% wore them often, indicating that in the given population, suit does not seem to be a greatly popular dress. To the next question, it ...

- Identify and discuss the various functions of law. Why are these functions important from a business’s or corporate perspective? Provide examples

The law is defined as a set of rules that governs a society. The rules are in most cases enforced by threat of penalty. In essence, the law helps in regulations which help in governing the conduct handling disputes and dealing with criminal activities. The law performs numerous roles in both the society and in the business world. These roles are classified into three broad sections which include the criminal and civil law, Substantive and Procedural Law and public and private Law.

Criminal and civil law

This law enables the public, government authorities prosecute the public commitment of crimes. On the other hand, the civil ...

Sustainability and corporate responsibility are the buzz words for organizations nowadays in terms of operations. Considering this Boxed Water is one such example of entrepreneurship and marketing genius to hit the market and creating noise with its out of the box design and communication.
As an organization the primary message ‘Boxed Water is Better’ is relayed to the consumers has a two way objective, as stated on the company website as being curious, artistic and also a philanthropic aspect to the product the intent is to instill a presence in terms of sustainability and also create an emotive connect with ...

Introduction

Underage smoking is one of biggest challenges that the American society has to face. In an effort to curb the crime, adverts are being used to discourage the young people against smoking.

The featured advert looks at the irony that surrounds some of the celebrities and their efforts to curb the vice. Ethos has been applied here by using Philip Morris who is loved by the young people even though what he says is not what he stands for. The title of the advert seeks audience of the young people as they can easily associate with the name. This ...

In order to attach the correct market value to a brand, the method used must meet certain criteria. The method must be relevant to the type of commodity on which it is applied. It should be the best method possible for the brand. Such a method should also be understandable, economical, reliable, as well as comparable to other methods. Three major approaches are adopted for brand valuation. These are cost approach, market approach and the income approach.

Cost approach is based on the costs related to the development of the brand. It is an aggregate of the costs incurred, to date, ...

- Role of integrated marketing communications in the marketing program of a product such as Gatorade and How can Gatorade use the various IMC tools to achieve its objective of expanding into the sports nutrition market

Gatorade products include energy drinks and protein bars. The integrated marketing communications play an important role in the marketing program of Gatarode as Gatarode can use the various marketing communication channels such as social media, traditional media such as television, radio, newspapers and magazines in order to target the consumers such as young kids to persuade them to buy the product.

Gatorade can utilize various integrated marketing communication tools such as social media so as to attract the target customers towards the brand through sports related social media updates, the brand can sponsor sports related events and can also ...

NIKE AND ADIDAS

Promotional strategies of Nike and Adidas
Nike is an American multinational firm which was started in September 8, 1969. It is a firm which designs, develops, markets and sells footwear, apparel and accessories on a worldwide scale. NIKE is a top seller in athletic shoe wear category as well as athletic apparel worldwide. Nike is not only the leading supplier of athletic shoes and apparel but also sports equipment and miscellaneous other products. The company was born in 1965 by Bill Bowerman and Philip Knight under the name of blue Ribbon Sports. It came to know as Nike in 1978. There ...

Marketing communication refers to the actions and ideas, a company makes use of to persuade, inform or remind consumers about a company or its products. To ensure Coca-Cola’s marketing message reaches its target market, it has to adopt an Integrated Marketing approach (Kotler & Keller, 2011). Promotional objectives for Coca-Cola are to increase its brand image and to improve its brand integrity, given the adverse brand image the product has. The key steps for successful IM are;

- Direct marketing – Using targeted advertising campaigns, the healthier options that have been introduced must be advertised. For instance, the low ...

For a company that activates internationally, supply chain management represents a major aspects, enrooted in its business nature. Not only operations supply chain management influences the type of business performed and the implicit commercial and marketing activities, but it also impacts the overall performance within an organization. For Natura, an international brand activating in the cosmetics industry, the supply chain management implies additional concerns, as the company solely utilizes natural and organic ingredients for its beautification and hygiene products that it commercializes.Its activity includes producing beauty and personal care products such as skin and hair care, fragrance, lipsticks, creams, hair dyes, ...

The studies in this unit were quite educational in trying to inform readers about the fashion industry. The readings also give readers a rough idea of the fashion industry’s influence on what people dress. I could not adjust my dressing style since I do not agree that the fashion industry controls everyone’s sense of fashion. I do my best to look good and I’m rarely affected by the mass’s sense of fashion (72 words).

Within the reality of fashion, I employed the theories on conscious consumption, social imaginations and collective conscience to argue my stand. When ...

In the age that we live in today, the media are a great tool for companies, both small and large, to get their marketing messages across to a vast range of viewers. This is especially true for visual media, i.e. Television and Film, where, a huge amount of audience almost always guarantees that the advertisements projected for a certain brand will result in sales.

The movie 'The Greatest Movie Ever Sold', was a documentary that premiered first in January of 2011. The documentary was based on product placement and how brands market themselves using Film and Television media. The unique part about the ...

- Introduction

Consumer-brand relationships are one of the most important area of concern for businesses as consumers have gained a much more powerful and influential position in the current business environment. The various organizations are striving hard to strengthen and enhance the consumer-brand relationships by connecting emotionally with consumers and increasing sales through consumer loyalty. The present paper aims to analyze the role of culture in forming consumer –brand relationships.

Adam Smith, the Father of Economics also known as the first free-market capitalist, wrote at the closing of the 18th century that consumption is the singular end and function ...

Apple Inc. is a consumer electronics company behind the renowned smartphone brand, iPhone. The iPhone found its way into a saturated cellular market which was characterized with massive competition. Despite, the fears of market entry, iPhone has managed to cut a slot for itself as a true smartphone with the ultimate consumer experience. It has combined innovation by adopting a sleek design, a brilliant touch interface as well as a superior operating system named IOS.

The superiority of the iPhone in all these major aspects made it a cult product. Due to the high brand equity associated with Apple, iPhone retails at high prices with its 1st ...

Sub cultural groups based on age, race, creed, ethnicity and religious bias carry their importance in many ways in a multiethnic society. These groups tend to have their intrinsic characteristics which shape up their life styles, consumer behaviors and marketing preferences, to an appreciable extent, if not completely. With the passage of time, the shadows casted by the culture of origin tend to decrease upon the immigrants, though certain aspects, woven into their very fabric, continue to stand firm. The phenomenon however is more complex than it may seem (Solomon, M. R., 2002).

Describes How Memberships in the African American Subculture Guide Consumption Behaviors?

The African American, a significant racial subculture, once ...

Executive Summary

It was founded in the year 1894. It operates in the North America with a market capacity of over 85%. It is one of the largest producer of high-quality chocolates and a leading provider of sugar confectionary and chocolate products globally. The company market its widen chain of products under close to eighty brand names in over fifty countries globally, this market capacity accounts to 15% of the total company’s revenue. The Hershey Company is the sole founder of the candy manufacturer, Milton Hershey. It also unveiled the Milton Hershey school for orphans and disadvantaged children. This is their core ...

1.a. The Good Housekeeping seal is a benchmark for the consumers who shop for the regular goods needed at home and are not clear and confused regarding the products quality they purchase, and if they do not how to relate the products with various brands. The consumers who are young married women in their twenties and early thirties, with young children will attend to the Seal in product advertisements as they are still learners in shopping and the seal provides them with an opportunity to experiment. Older married women would not attend to the seal in product advertisements as they ...

Company Overview

The Harley Davidson, Inc is a manufacturer of motorcycles in heavy weight category. The parent company consists of Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS) . It offers a range of 30 models through a network of 1,600 dealers spread across six continents. It also provides retail and whole financing through its HDFS, primarily to dealer and customers.
Recently, the company has reported an increase in its revenue to $5,311.71 million for the fiscal year ending Dec 2011. This is an increase of 9.31% over the previous year, which is 2010. Its operating profit has also increased to $ ...

Ans 1: In early 1960’s, Flare was only a small manufacturer of women’s perfume, and was moving up in the fragrance market from its existing 4th position. One of Flare’s greatest strength was its dominance in sales of fragrance through mass channels, mainly the market of prestige brands . The “Loveliest” brand held the company’s old-fashioned strength due to its widespread recognition. Flare targeted the women aged in the range of 34-65 years, and achieved to have a strong women customer base. The weakness of Flare’s position was due to the low sales in the high-end departmental ...

Management Assignment

As a marketer, I have the philosophy that “the customer is the king”. So, I make my buying decisions as a King. What do I mean? A king is likely to make decisions that will bring benefits to his people and move the community forward. As a customer, I always make decisions in order to buy goods of high quality that are affordable and durable.

- Psychological Motivation:
Like most customers, I must be endowed with a psychological motivation about the product in question. I must be able to identify the need for the product. An interesting situation was where I ...

Segmentation, Target Market and Positioning

A successful marketing strategy specifies particular targeted customers. Starbucks is an international coffee and coffee chain based in Seattle. Starbucks sells brewed coffee, cold drinks, hot drinks and snacks. Most of their products are specific to stores depending on locality and seasonal.
Market target for Starbucks is students, professionals and family members. It aims at providing a third place apart from home and work, where people feel welcomed and enjoy quality coffee at friendly prices. Star bucks have attracted attention to customers who wanted an optional place apart from their workplace and homes. They offer premium coffee to people ...

Introduction

The selling ceremony is an important part of the brand marketing. This is because the brand will be manifested at this stage. There is a need to ensure that the consumer likes brand at this stage. The more this is true, the higher chances that they will come for the product. The sales people are important contact and the human element that participate in the selling ceremony. Their effort will determine whether the brand will be liked or rejected. This is the reason why their services and strategy is an important aspect to the company. The retail stage is the ...

Victoria Secret is renowned lingerie retailer in America. It also sells beauty products and women wear through its many stores in U.S. The company is also known for its wide use of catalog and website to sell its products (Prezi 1). The business is expanding to Rio de Janeiro, Brazil. Rio is a vibrant economy that can support most of the businesses especially in apparel. Some of the factors which have made Victoria Secret to open up a new line at Rio de Janeiro include globalization and democratization of culture in a constantly growing middle class economy (Baitel para 3). Although this ...

Saxonville Sausage Company

Saxonville Sausage Company was a family owned company with its headquarters in Saxonville, Ohio. In the year 2005, the company had revenue of $1.5 billion. The company generated different pork products primarily fresh sausage instead of semi-dried or smoked. The company’s branded products included: breakfast sausage, bratwurst which generated 70% of the company’s revenues, links and patties and Vivio which is an Italian sausage. The breakfast products and bratwurst products were sold out in the United States but very little sales in the Northeastern region markets. In the year 2004, the sale of the two products was decreasing ...

Introduction

Sufficient amount of discussion and debate is found among the major difference between a franchisee or franchisor and the answers relating to both these aspects are still pending and need to be reviewed further . By definition, a franchisee is a party which comes under the ambit of a franchising agreement and has the right to use the trademark of a business. Apart from the trademarks, a franchisee could also use in the association of brands, proprietary knowledge merely in order to open a branch. A franchisee is liable to pay annual or upfront fees to the party who owns the franchise. The other party who engages ...

In today’s time and era, nothing goes a long way in the most simplistic of fashions in terms of beauty and even social status as well as a perfectly scented perfume. The perfume one puts on designates her preference and may even shed a little light to ones character. Strong and bold women who are always in control tend to have large personalities while the same cannot be said for women who are laid back and a little reserved. It is in this light that I present to you my perfume collection, Her Grace.
Her Grace is a line that most women ...

Identity audit

Singapore Airline is attached to various business processes and technical systems that are applied to manage the organizational identity. There are rules of conduct that governs the organization toward achieving the goals and building a good reputation. The company has a very high priority to ethical business conduct in the markets where they do business (Frank, 2005). In the corporate governance, the company has managed to engage its contractors, employees and agents in sense that their integrity in their conduct of work has enabled them to enhance the business operation as well as their reputation.

With the compliance to the corporate ...

- Baskin-Robbins brand officer Ken Kimmel felt it was important to conduct the study because he felt there was a chance they could venture in the production of new products and improve their sales as a company instead of sticking to the already not preferred products that they offered the market.

- The main purpose of the Baskin-Robbins study was to help in the formulation of ideas and changes that may help the company realize high sales of their products and maximize their profits.

- The key questions the Baskin- Robbins brand team is addressing are whether they should change the ...

Monique Lhuillier

Born in Cebu City, Philippines in 1971 Monique Lhuillier is a fashion designer famed mainly for bridal wear. Her father was a French businessman and her mother was a model and Filipino social figure. Monique grew up in Philippines and upon finishing her school she moved to Switzerland. After completion of her college she went to Los Angeles to study fashion at Fashion Institute of Design & merchandising (FIDM). It was in Los Angeles that she met her husband Tom Bugbee. She still resides in Los Angeles and has two children. Monique L’hullier’s design captures the essence of sophistication by ...

Abstract

Fashion imposes trends and it establishes what is in fashion and what is out of fashion. The term comprises a historical evolution that has shaped the fashion industry as we know it today, through cultural interaction and scientific and technological development. Luxury fashion is not a basic need of the society, but a requirement for defining the social classes, the refinement and sophistication, or a statement of uniqueness, of avant – garde, of defying the mainstream fashion.
Key Words: fashion, luxury fashion, social classes, refinement, avant – garde, mainstream fashion.
Luxury Fashion Industry Report

1. Introduction
1.1 Fashion Industry (about ...

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What You Can Learn from Starbucks
http://www.inc.com/resources/marketing/articles/20050401/starbucks.html

Starbucks is an experienced company that serves good quality coffee, and besides this it delivers great customer service, from which managers have only but to learn, as Adam Hanft, the writer of the article “What Can You Learn from Starbucks” observes after analyzing the setting and the environment that Starbuck creates for its clients. The author of this article provides some useful customer service related advices based on his own Starbucks experience and he encourages managers to use them or to go visit the nearest Starbucks whenever they need to ...

Question 1

A critical evaluation of the company reveals that Family Dollar’s retail strategy has been structured in a manner necessary to cope with both bad and good economic times. For instance, during bad economic times, say a recession, the store’s goals are often reevaluated in order to continue building customer experience and loyalty. In general, evaluation postulates that Family Store’s retail strategy of offering customer with convenience and value continuous to appeal customers of different demographics; both low-income and middle income families. As a way of strengthening the effectiveness of the store’s retail strategy, Family Dollar has initiated a number ...

Question 1

Brands that command a high market share have many buyers and high brand loyalty. Meanwhile, low market shares brands few buyers and brand loyalty. Advertising is an activity that tends to attract new customer and maintaining the existence ones. The response to advertising is attracting many customers and creating consistency in customers buying behavior. A brand commanding a high market share has already responded to the objective of advertising. Hence, advertising of a brand that has already attained a high market share may not effectively respond to advertising compared to brands with low market share (Lamb, Charles, Joseph, Hair & McDaniel, 201). This brands ...

- Chain stores Corporate chains, voluntary chains, retail cooperatives, advantages over independents, large quantity purchases, ability to specialize individuals for pricing, promotion

- Franchises Description of unique product or services (fitness center or hotel), foot hold within their markets

In a chain business we have the main company which is the parent company. This parent company owns all the other businesses in whatever location that they are. In a franchise situation we have same name same product but the businesses are individually operated unlike in chain businesses. Management in a franchise is handled separately in each location whereas in a chain business management ...

A company has four choices when it comes to developing brands. Describe what they are. Describe the following:

- Line Extensions multiple varieties of a existing brand name
- Brand Extensions extension of a current brand into a modified
- Multibrands market of many different brands in a given category
- New Brands new product category

Branding influences an items success or failure in the market place since time immemorial. It is the complete pictorial representation of an item, the name, the symbols on the packaging and colors of the product that differentiates it from a similar product from a different company. ...

Zara's strategy in the use of social media platforms include use of Facebook, Google+, Twitter, LinkedIn, as well as Pinterest, among others to remarkably accelerate their brand and create positive brand awareness (Zala Systems LLC). Zara has been highly active on Facebook about 16,657,330 people who have liked its page, and 82,650 individuals who are discussing about the company on the platform (Facebook, 2013). The company is also significantly active on the use of Pinterest, which is an online pinboard that connects and shares what inspires it to the target members (Pinterest). Also, the company ...

Molson-Coors Brewing Company

Molson Coors Brewing Company (Molson) is a Canadian holding company that engages in the manufacturing, packaging, and selling of malt beverage products, including alcoholic coder, beer, stouts, ales, and lager. The company concentrates its operations mainly in Canada, the US, and in the UK, with headquarters in Denver, Colorado. The company has a diverse portfolio of more than 65 strategic brands and partners positioned with signature brands such as Molson Canada, Coors Light, Coors, and Curling.

PEST Analysis

Political environment
The manufacture and sale of alcoholic beverages is highly regulated in Canada and these changes may have negative impacts to the business. ...

Sampling refers to the research technique or method that involves selecting part of the population with a view of developing solutions or drawing conclusions on the entire population. It involves the selection of a portion of the total for investigative purposes. A sampling frame consists of a predetermined number of units from the total population (Burns & Bush, 2008). An ideal sampling frame is that which is able to identify a unit or an element of the population only once. Such a sampling frame is a rarity in practical research because of the existence of defects within the sampling frame. Some common defects within the ...

Haier Group’s competitive position in China

Haier Group has established its brand to be the largest home appliance maker in China with a 30 percent market share of the country’s white goods market in 2004 which demonstrates its competitive edge over the other brands. This has been achieved through delivery of high quality brands and reliable service compared to the competitor’s second-hard brands which come with poor service. Haier Group has also succeeded in creating a large scale brand hence becoming a first-class brand in the Chinese market. (Palepu, Khanna & Vargas, 2006)

In addition, Haier Group has become a market leader across all its brands while ...

Collaborative Design Studio mainly focuses on creativity and how organizations can develop competitive advantage from creativity. Design Management, on the other hand, focuses on participative management and how organizations can get the best from its employees.

With all the changes in consumer landscape, the power of applied creativity remains crucial in developing competitive advantage. Collaborative Design Studio looks at how organizations can avoid suppressing creativity and channel creativity in the right directions. On the other hand, Design Management looks at how organizations can develop teamwork and create trust among the employees.

Collaborative Design Studio reveals that, through the generation ...

US Company That Has Acquired Another Company And Is Operating Internationally

One of the leading sportswear companies in the world is Reebok. Reebok is a US company that has recently been acquired by Adidas. Their common adversary is the US company Nike which owns about a third of the global market share for sportswear. In 2005, Nike had a total market share of about 36.3%. In the same year when the merger between Adidas and Reebok was finalized, their market share jumped to 21.1% from a dismal 8.9%. The merger was announced in August 3, 2005, with Adidas-Salomon AG planning to buy all ...

Islamic Relief Marketing Communications

Islamic Relief (UK), (IRUK), is an NGO that gives humanitarian aid to the needy people by addressing poverty issues, responding to emergencies, promoting sustainable development, and addressing long-term needs of people. With these noble goals, Islamic Relief (UK) needs a lot of help in carefully meeting its marketing communication objectives. This organization does not view other organizations, from the same industry, as competitors, but rather, as similar organizations working towards suffering alleviating, as well as humanitarian relief. Islamic Relief (UK) uses marketing communication strategies in order to create brand awareness, and to receive funding from donor, well-wishers, and other humanitarian ...

Customer relations management software commonly abbreviated as CRM software is a program that helps an enterprise and/ or the entrepreneur to maintain the customer base and be able to meet the needs of the various kinds of customers that are there. Lepa, M., gives eight points that are necessary in searching for the best software in an article she calls “Choosing a Small Business CRM Software Solution”. This paper is a summary of the points that she lists. The paper summarizes the article into five subtopics; compatibility, installation process and costs, security, staff management, acquisition and pilot program.

Compatibility

User programs like ...

1. Several cultural and social values are presupposed by the 1920s-1930s era Lucky Strike advertisement. The image presented, a woman riding a jumping horse followed by a large man also on a horse sets the viewer up for the language and text of the advertisement itself. For example, she is a slender, well-dressed woman in full color, while the man who is following her is dark, in silhouette, and morbidly overweight compared to the woman. She is ahead of the man; the image presents them as opposites. She is getting away from him and things that are like him. The picture sets her up ...

In the current highly competitive market, it would be virtually impossible for a business to remain in business without an operational strategy to ensure its survival. This usually calls for ways of enlarging the market outreach of the business. One of the most efficient and recent modes of enlarging the market outreach has been use of messages on billboards, television advertisements and even on the actual products of the firm (Kang, 2007).

So as to come up with the best message, three basic factors are involved. The three aspects are: relevance, originality and impact. The three aspects draw the big ...

Marketing communications is concerned with the creation and delivery of messages via selected media in order to communicate with the markets. It includes the processes, methods, perceptions, meanings, and actions through which organizations engage with their target audiences. It integrates all the approaches, resources, and marketing tools within an organization which are aimed at maximizing the impact on consumer mind resulting into maximization of profit at minimum costs.

According to Fill (2006), marketing communications is defined as a management process through which organizations engage with their various audiences. In order to accomplish this, the organizations develop, present, and evaluate series ...

The equilibrium price is determined by forces of demand and supply of a commodity. At the equilibrium point the quantity of coffee supplied in the market is equal to quantity demanded. This means that suppliers will sell all the quantity they supply and customers will be able to get the quantity they need from the market. The equilibrium price will therefore be shown by the intersection of supply and demand curve.

However, when I go to purchase a tin of 500 grams of coffee I do not always pay the same price. This means that the equilibrium price keeps on changing ...

1. How does market research influence the Harley Davidson’s decision in future locations?

It is very important for an organization to understand political, economical and social condition before launching its products in the market of any country. Market research provides detail about economic condition of a country along with the purchasing capacity of the people. Political conditions of countries like government stability and policies on foreign companies also play an important role in business expansion. Consumer preferences and behavior vary from place to place and Harley Davidson gained complete set of information about the consumer preferences and needs with ...

1. B2B: Runner’s World or Esquire magazine, six-pack of apple juice, limousine service, golf course, Thai restaurant.

B2C: tech support for a communications system.

Limousine service can be classified both as B2B and B2C. If it is used for a private party, wedding, prom etc., it is a B2C service. However, if limousines are hired to transport business partners, company executives etc., it becomes a B2B service.

2. Product line represents the products, which target similar markets or possess physical similarities. Product mix is the combination of the individual goods/services and product lines, which a company offers to its private and business customers. ...

Vertical integration refers to the degree to which two or more consecutive stages of the supply chain are performed within the same company. If a firm expands into activities downstream, it is integrating forward, while upstream expansion is considered as a backward integration.

PepsiCo is a company that has been using vertical integration quite extensively in its business strategy. Originally, the company has been engaged in producing and selling solely their "Pepsi-Cola" drink, however, later PepsiCo expanded its business into other snacks and beverages. One of the most significant attempts to integrate forward for PepsiCo was the acquisition of KFC, Pizza Hut ...

The introduction and the aims

According to the ww.about.com website “IBM designed the first smartphone in 1992. It was called Simon. The smartphone was presented that year as a concept device in Las Vegas at the computer industry trade show known as COMDEX.” (http://cellphones.about.com/od/coveringthebasics/qt/cellphonesvssmartphones.htm)

These days new technologies are becoming part of people’s everyday life. The smartphone market is booming and smartphones are becoming one of the most desired gadgets.

According to http://www.email-marketing-reports.com ''IMS Research expects 420 million smartphones to sell in 2011 or 28% of the mobile handset market. They predict this figure will rise to over 1 billion in ...

Starbucks

Starbucks is one of the most prominent companies that offer coffee products all across the world. With a target audience of more than 100 million people across the world, Starbucks goal is to improve its brand quality and image. They have done this in several ways. Regarding the quality of coffee it offers, Starbucks engages in buying quality coffee beans, which in turn produce quality coffee (Breckenfeld, 2008). The quality of coffee offered is also boosted by the technologically advanced equipment they used in the processing of coffee.
The quality beans bought from farmers and the processing methods offers ...

Differentiation Strategy

Differentiation strategy by Nike is used to gain market share advantage in the broad foot ware market. Aside from foot wear, the company boasts of products such as clothing, equipment, and even accessories. The strategy is achieved by producing consumer goods and services that customers perceive to be of high quality or have added unique features. This has been achieved by the company innovating state of the art athletic shoes that are publicized through dramatic “guerrilla” marketing (Marca, 2001). Marketing of the different products is designed to coerce customers that Nike’s shoes are not only superior but also a ...

Introduction

This tagline comes from a popular brand of camera that can best describe the premise behind the YouTube viral video entitled Meet Me at Starbucks. Specifically commissioned by Starbucks, the aim of the video was to capture the very essence of human emotion for a purpose other than just invoking emotions. With technology or without, Starbucks has been able to capture the essence of togetherness among its customers of various age groups.

Since Starbucks was opened to business in 1971, it has carefully grown to become a household name. With the latest advertisement of Starbucks, it delivers the powerful tagline that is ...

Strategic and Competitive Analysis

1. Using Internet resources identify the product attributes customers seek when buying hot coffee. (10 marks)
A product is something, which can satisfy a need or want that can be offered to the market. Attributes are properties of a given product, service, brand, advertisement or anything of interest. Attributes are inherent in the product and can be either concrete or abstract. They can also be referred to as product features that attract buyers. They are the characteristics by which a product or service is identified or differentiated. They consist of features, benefits, uses and functions of the product (Espresso Business Solutions). ...

Thesis

This paper is on the Interactive and Digital marketing strategies of Tesco and Amazon.com. The first section of this paper will analyze the websites of Tesco and Amazon.com on the basis of information availability, navigation, surprising facts and information and flaws of the site. The second section of this paper will analyze the difference between retailers that have websites and brick-and-mortar stores (TESCO) and retailers that have sold directly through the website (Amzon.com) and if Tesco encourages their customers to visit their physical shop or remain online shoppers. The third section discusses how both these stores communicate ...

This paper explores a case of Mimzcup&cakes Company that has been actively in the market for roughly one year. The company operates in the city of Doha in Qatar and involves in baking cakes and chocolates. It has a capital base of around $100,000. This work attempts to aanalyze the marketing dilemma Mimzcup&cakes Company experiences in its quest to penetrate into the markets of Doha City as well as the markets beyond. In particular, the exploration bases its arguments of the dilemma that face the company as results of its age in the industry, size and demographic factors ...