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(2008, 13300 Words)
The dissertation investigates the changes in modern airline industry after the terrorist attacks of 9/11 analysing the causes and consequences of the advent of cheap short-haul (SH) flights to small and medium size destinations. Literature is reviewed on the UK airline industry with the focus on the short haul airlines. The situation on the SH market between 2002 and 2006 is analysed using the model of Porter's Five Forces, the Diamond model, core competencies analysis, value chain analysis, etc. The factors influencing short haul airline markets are identified; the analysis of the major SH carriers is conducted including easyJet, RyanAir, bmi, and Jet2.com. Conclusions are made about the logic behind the budget airlines and the future trends in the short haul airline market.
(2008, 24 000 words)
The dissertation examines the image of Berlin as a tourist destination among the youths from Arab-Islamic and Protestant European countries. A review of literature is provided touching on the youth culture in different countries, the features of the tourism industry in Germany and in Berlin, the concept of destination image and the factors that influence its formation, the effects of globalisation on consumer behaviour among Arab-Islamic and Protestant European youth cultures, etc. Primary research is conducted on the basis of quantitative and qualitative data collected from questionnaires, semi-structured interviews and focus group discussions about the perceptions of Berlin. Conclusions are made about the perceptual mapping of Berlin as a tourist destination analysing its implications for Berlin tourism management and suggesting recommendations for its more effective marketing.
(2008, 12 200 words)
The dissertation investigates perceptions and attitudes of motor customers toward Mercedes Benz suggesting strategies for the company to build a strong brand in the future. The methods of primary research are employed including focus group interviews; secondary research data are used to support the analysis. The research shows that most respondents perceive Mercedes as a very strong brand which stands for durable, luxurious, high performance, well-built and safety driving. Conclusions are made about the areas where Mercedes can improve its brand awareness by employing marketing mix and marketing communication strategies. Proposal matching this dissertation is also available on our website under the name: C/M/912. Proposal. Perceptions and attitudes of motor customers toward Mercedes Benz.
(2008, 2300 words)
The paper offers a proposal to investigate perceptions and attitudes of motor customers toward Mercedes Benz developing appropriate strategies to build a strong brand in the future. The methods of research are suggested including a focus group interview as a primary research method, and secondary data to be obtained form various sources, such as the Internet, journal articles, books, and newspapers. Dissertation matching this proposal is also available on our website under the name: C/M/911. Dissertation. Perception and Attitude towards Motor Brand: Case Study of Mercedes Benz.
(2008, 11 000 words)
The dissertation investigates the strategies used for advertising anti-aging skincare products in the US cosmetics industry. Literature is reviewed on the theories of effective advertising including the types of advertising appeal, the use of spokespersons/endorsers in advertising, the features of the US anti-aging sector, etc. The research is based on the secondary and primary data obtained through the content analysis of anti-aging advertisements and the Internet survey of the questionnaire distributed through Facebook.com. Conclusions are made about the best practices in advertising anti-aging products.
(2007, 13 200 words)
The dissertation investigates whether the increased awareness of the aviation impacts on the natural environment leads to more environmentally conscious consumer purchasing behaviours in terms of flight bookings. The review of literature touches on the problems of climate change, green marketing, environmentally conscious purchasing, etc. Primary research is conducted through surveys and questionnaires to show evidence of environmental responsibility among air passengers. Conclusions are made about the environmental commitment of potential air travellers.
(2008, 8600 words)
This dissertation examines the main attributes of wine that make it attractive to the customers conducting a case study of Spanish Rioja wine performance in the UK market. Literature is reviewed on Old and New World wine producers, the role of the country of origin (COO) labelling for the brand equity, consumer attitudes towards Spanish wine, etc. The methods of research include primary data collected through semi-structured interviews among the connoisseurs of wine, and questionnaires distributed among UK consumers to investigate their attitudes toward red wine, and Spanish Rioja wine, in particular. Conclusions are made about the perceptions of Spanish Rioja in the UK; recommendations are suggested about the ways to increase the company's market share in Britain.
(2008, 7600 words)
The dissertation addresses the issue of customer loyalty (CL) to an organisation offering a study of customer preferences towards Tesco brand in comparison to other brands. Literature is reviewed on the theory of consumer behaviour, types of CL, etc. A case study of CL towards Tesco is conducted using secondary and primary research methods that include interviewer-administered questionnaires. Conclusions are made about the role of CL in making a choice between Tesco own brand and national branded products sold at Tesco.
(2008, 10 500 words)
The dissertation addresses the issues of the global tourism industry investigating the possibilities of promoting tourism to London through football live matches. The review of literature touches on branding destination (BD), the use of sport events as a BD promotion tool, the attractiveness of London for tourists, the potential of football to increase this attractiveness, etc. The methods of interpretive research are declared; the research strategy and data collection techniques are outlined including secondary data and primary data obtained via semi-structured interviews and structured questionnaires among foreign and domestic tourists. Conclusions are made about the role of live football events in reinforcing the brand of London.
(2008, 2500 words)
The paper proposes research into the advertising style of Zara that relies on word of mouth as their primary source of attracting consumers, which is an unusual style of advertising for a major clothing retailer. The aims and objectives of the research are identified; an overview of Zara's external environment and strategy is presented; research methodology is defined.
(2008, 10100 words)
The dissertation examines the London luxury hospitality market to assess the potential of seven-star hotels. The review of literature touches on the theory of consumer behaviour with regard to brand, particularly luxury brand. Classification of hotels and the features of luxury hotels are outlined. The methods of research combine qualitative and quantitative approaches to the area of study based on secondary data and primary data obtained through questionnaires among customers. Conclusions are made about the critical dimensions of seven-star hotels suggesting strategic recommendations for brand managers.
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