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(2007, 1500 words)
This paper is a project proposal for understanding loyalty cards, particularly, building relationships between supermarkets and customers. The paper discusses the background and rationale of the project, presents the aims and objectives, discusses possible literature review, and presents the research methods and also the project timetable and resources. Dissertation matching this proposal is also available on our website under the name: C/M/649. Dissertation. Loyalty Cards: building relationships between Supermarkets and Customers.
(2007, 10 000 words)
This dissertation seeks to: (1) determine how loyalty cards build relationships between supermarkets and consumers, and (2) understand the key features that consumers look for in loyalty cards. The paper starts off with the research aims and objectives, and research rationale. The paper continues with the literature review, and then the methodology in conducting the research, including the sampling strategy. The results of the primary and secondary research are then presented. Research concentrates on Tesco Clubcard and Sainsbury's Nectar Card. The research limitations, timetable, resources and ethical considerations are the discussed before the paper ends with the conclusions and recommendations. Proposal matching this dissertation is also available on our website under the name: C/M/650. PROPOSAL. Loyalty Cards: building relationships between Supermarkets.
(2005, 12000 words)
With the proliferation in Internet usage across the globe, unsolicited commercial email (UCE), otherwise known as spam, has grown in more than equal measure. It has not only become a nuisance to individuals but commercially costs businesses tens of billions of dollars each year. The question has to be asked: Why do some businesses continue to use UCE as a method to build their brands and what effect is this having? In order to understand the effect of spam on brand image, interviews were conducted with individuals and employees of firms who have received spam. The results were analysed and discussed in light of the literature review. The literature review contrasts the effect of spam in the US and UK, the former being far less restrictive than the UK, where non-permission based email is now illegal. It also provides a comprehensive review of the literature on brand image, traditional and relationship marketing, customer loyalty, the buying process, UCE as a marketing technique, and permission-based and opt-out email policies. This dissertation would be useful for anyone interested in branding and the effect of spam, or other related issues such as traditional and relationship marketing, customer loyalty, the buying process and permission-based marketing, which are comprehensively covered. It is also useful in highlighting how to perform and analyze primary research and then apply those findings to the literature that has been set out.
(2005, 17000 words)
Customer loyalty is a central and growing topic in the area of marketing and marketing strategy. The traditional view in marketing has been to focus on acquiring new customers. However, firms are beginning to realise that it can be more profitable in the long-term to focus on retaining existing customers, especially as markets become more competitive. Here, customer loyalty is central to retaining customers. However, there are added complications when firms try to build customer loyalty in an online environment, called e-loyalty. In such an environment, customers look for very different attributes in their retailer than when shopping in the high-street. Focusing on three main players in the UK book market, Waterstones, Amazon and Borders, this dissertation examines two aspects of customer loyalty: First, the differences in customer loyalty in a traditional and Internet environment; second, the relative importance of different factors that affect levels of e-loyalty using an existing conceptual framework. The study involves some 50 research participants, whose data is thoroughly analysed and discussed in light of the literature review. The literature review is comprehensive and discusses the areas of traditional and relationship marketing, customer loyalty, including measures and types of customer loyalty, as well as e-loyalty. The dissertation would be useful for anyone interested in customer loyalty and e-loyalty, as well as the differences between traditional and relationship marketing, for which there is a comprehensive literature review. It is also useful in highlighting how to perform and analyze primary research and then apply those findings to the literature that has been set out.
(2005, 11000 words)
This dissertation is primary concerned with case study of the FCUK, and in particular, use of branding and shock advertising strategies and techniques by this organisation on its way to success, which however, as it has been identified by the researcher was somewhat very turbulent and complicated, i.e. the company has made a number of major mistakes and faced many scandals, so that even now its position remains relatively unstable ? all of this is detailed in the literature review. The dissertation is based on the results of the secondary research by the means of reviewing various sources of information as academic, so the practical. In more particular terms, the dissertation reviews various aspects and angles of branding with a specific attention to the brand extension and use of emotions in branding based upon the controversial advertising. The researcher engages into number of discussions as subject to cultural impacts, ethics, use of controversial advertising, importance of demographics and general assessment of the companys activities up to the present day as well as providing some predictions for the future. The theme of this research is providing enough room for further expansion and improvement, in case you may consider to do so, perhaps, as the subject to any changes which may take place in regard to the activities of FCUK.
(2004, 17000 words)
The dissertation explores the use of emotional appeals in advertising focusing on the exploitation of sexuality as a means to attract consumers to buy the products. The evaluation of the brand on the basis of visual sexual stimuli is subject to analysis. The author uses a combination of primary research methods (questionnaires) and secondary methods of data collection (a comprehensive review of literature on the problems of advertising, psychology and semiotics). The effectiveness of implicit sexual imagery over explicit sexual imagery for advertising purposes is argued. Recommendations are made about the ways of improving advertising techniques.
(2004, 12000 words)
The dissertation aims to reveal the ethical issues related to modern marketing. The literature review reveals the opinions of marketers about the influence of ethics on marketing over the last five decades. The reasons behind unethical marketing practices are analysed. The author proposes to use the model of Strategic Corporate Social Responsibility (SCSR) as a guide to apply ethics in business strategies. The methods of primary data collection (a questionnaire developed by the author), interpretation and secondary research (analysis of printed and online sources) are used in combination to identify the concept of Fair Trade. Recommendations are made to companies about the ways to ensure fair trade.
(2003, 10000 words)
The dissertation aims to investigate the correlation between advertising and consumer behaviour. The objective is to study the impact of car advertising on the automotive market in China. The literature on consumer behaviour and advertising is reviewed and analysed providing the author with the theoretical background for the research hypotheses. The testing of the hypotheses is performed using the methods of secondary data collection and primary research data collection (involving a questionnaire). The conclusions are made about the effectiveness of car advertising through various media types; the author comes up with suggestions about the most effective marketing strategies.
(2005, 13000 words)
The aim of the dissertation is to investigate niche marketing strategies with the objective to analyse their weaknesses and threats. The primary research methods (interviews) are used in combination with secondary methods, i.e. review of literature related to niche marketing, market segmentation, British aerospace market, etc. Differences in attitudes towards the introduction of new niche marketing strategies are registered between the senior management and other key shareholders. The case study of a manufacturing company in the aerospace industry is presented. In conclusion the author sums up the problems that must be addressed by senior management for the successful implementation of a niche marketing strategy.
(2004, 4000 words)
This project proposal proposes the study of the effect of Advertising on Children. Study will focus around the aspects of ethics of Advertising to Children, children's perceptions of advertising and the effect of advertising to children. This proposal is linked to the dissertation: P/M/322. Marketing Dissertation. Advertising to Children.
(2004, 18000 words)
This excellent dissertation covers one of the most popular marketing problems of all times: advertising to children. Dissertation provides extensive literature review coving issues like ethical aspects of advertising to children and the way advertising affects children. Methodology of research presents multi-method study which aims to assess the problem of advertising to children from various aspects and enables the author to draw important conclusions. This dissertation is linked with Project Proposal: P/M/323. Project Proposal. Advertising to Children.
(2005, 20000 words)
The present paper is a comprehensive study of the famous fashion brand (Zara) strategic decision of entering the Chinese market. Provided that this fashion brand has already entered the market, the paper reviews the consequences of the commitment to the chosen mode of entry and international expansion and suggests alternative strategic options. The paper explores existing academic body of knowledge related to internationalisation of fashion players and market entry strategies, as well as specificity of Chinese market. Through secondary and primary research the report evaluates the current competitive strength of the company and develops options to facilitate the fastest possible strengthening of the brand's position at the new market.
(2004, 12000 words)
This dissertation concentrates on the integration between Marketing and PR and compares theoretical and practical points of view on the issue. This dissertation contains literature review, methodology and analysis of research findings. Primary research was conducted by collection expert opinions of industry specialists. Please contact us for further information on this dissertation.
(2003, 40000 words)
The aim of the dissertation is to study buying behaviour and communications systems in three industrial sub-segments in Germany. The objective is to conduct a case study of Ascom Wireless Solutions (AWS), a subsidiary of Ascom Tateco (a European company that provides on-site solutions for hospitals, elderly care, manufacturing industry, etc.) and to come up with recommendations for Ascom Tateco. The authors used both primary and secondary methods of research. The procedures were developed to select companies that influence economic macro-environment, to identify research objects and to conduct interviews. The study highlights macro environmental factors that affect the business of the researched companies; their buying behaviour and attitudes to modern communications technology are analysed and compared using qualitative and quantitative research methods. The analysis is based on a massive review of literature and on-line sources that build the theoretical ground and provide an analytical tool for the study of the research findings. The conclusion is made that companies buying communication systems and communication solutions hardly ever change their supplier, thus it is crucial to have a continuous interchange with the customer. The authors recommend that the company offering a new system should prove its compatibility with the already existing system and make the customer understand its advantages. The paper is supplied with numerous tables and figures; six Appendices cover important supplementary information.
(2004, 8000 words)
The aim of the dissertation is to examine whether there is a market for a healthy fast-food outlet in Sherbrooke (Canada, Quebec province). In the first chapter, the innovative áhealthy fast-food concept is considered in general terms. The objective of the first chapter is to investigate whether current sociological trends such as the áanti-McDonaldization movement, obesity levels etc. suggest that this concept should be developed further. The Literature review focuses on Ritzer's áMcDonaldization' theory and the concept of the áefficiency dimension. The second chapter, through an analysis of the regional eating habits and expenditure trends, narrows the focus to the Quebec region and seeks to establish whether current regional trends suggest that there is a market for a healthy fast-food outlet and, if so, what type of clientele may be interested in the concept. The objective of the third chapter, is to approach the question from a different angle, that is using the methods of standard market research (competitors' analysis & questionnaire) and to show that there is a potential market gap to be exploited in Sherbrooke. The dissertation concludes that there is a demand for healthy fast-food in Sherbrooke, although the lack of accessible data on Canadian eating-out trends has to be considered when interpreting the findings. The paper is supplied with illustrative charts, tables and appendices.
(2004, 20000 words)
The aim of this dissertation is to research the impact of newly arising digital technologies on strategic planning in the Media & Entertainment industry. The work is performed by primary research (literature review) and the case study of Redbus (film license distributor in the UK). The following objectives have been pursued in the wok: to demonstrate the adapted strategy of Redbus for business success in the newly emerging market with the account for the new conditions, and to consider strategic options available to companies, seeking competitive advantage in the digital economy. In the part of literature review a definition of digital economy concept was established in the meaning of impact on social, technological and economic changes. The convergence of Media, Telecoms and Computing was discussed and the organisations value chain was evaluated in the new, converged business area, so the disentermediation and re-intermediation processes were discussed as the ways to achieve a value creating system. The managerial theories were considered to analyse the choice of the right strategy in the digital economy. In order to find the right strategy for Redbus the research examined two cases of strategic rethinking at Getmobile.de and BAA. Finally, the author concludes about the importance of the strategy redesign according to the emerging demands of deregulation, new technologies and global competition. The recommendations for RedBus to rethink its strategy accordingly, by diversification, acquisition and innovation, were given.
(2003, 20000 words)
This is the excellent dissertation concentrating on the impact of brand image for buying decision among different consumer groups. Please contact us for further information on this dissertation.
(2001, 15000 words)
This dissertation aims to analyse and assess branding strategies of two companies operating in the fashion industry: Levis and Diesel and to investigate the degree of success of each branding strategy. Literature review of this dissertation discusses the concepts of branding, implementation of brands; brand building and development. Methodology of the dissertation uses questionnaires as the tool for primary data collection and analysis of findings enables the author to draw important conclusions on the topic of the research.
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