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(2006, 4200 words)
The paper examines the competitive environment in which Acme Corporation, an IT and BPO services provider operating in the Gulf region, is operating through an in-depth PESTEL analysis. The critical analysis of the high-tech industry is presented with the help of the Porter’s five forces. The market segmentation has been identified and marketing options for Acme have been explored. The marketing plan for Acme has been devised, through the use of marketing theory, and it is seen how it links with the overall organizational strategy, to build the sustainable competitive advantage for Acme.
(2006, 4100 words)
The following paper will focus on Tate & Lyle sugars, a UK based company, which is the European Union’s largest sugar refiner and operates the largest sugar refinery in the world (Tate & Lyle, 2006). The main purpose of the paper would be to assess the company’s current position and marketing strategy in a bid to provide a global marketing strategy improvising on the current strategy
(2006, 3000 words)
The paper reports on Smirnoff Ice promotion in the alcopop market discussing its target audience, key selection criteria, brand value, and advertising techniques. Advertising campaigns of Smirnoff Ice’s competitors are reviewed.
(2006, 3500 words)
The paper examines the issues of strategic film marketing reporting on the marketing campaigns for the films ‘King Kong (2005) and ‘The Chronicles of Narnia: The Lion, The Witch and The Wardrobe (2005) and comparing the effectiveness of their advertising strategies, choice of target audience, use of imagery, etc.
(2004, 3000 words)
In our report, we analyzed marketing strategy of mobile telecommunication, the issues are categorized as follows: marketing mix, targeting and positioning. Also, we discuss the modern companies in mobile telecommunication industry such as Vodafone, Orange and O2 Based on current knowledge state to gain a clearer understanding of the implication of mobile communication in the formulation of marketing strategy. Moreover, the methods such as questionnaire and qualitative research are used to help us to gain the data to support our findings and theories. Finally, in the part of implication, we mainly focus on SWOT and consumer behavior implications, which include product portfolio analysis
(2005, 3500 words)
The paper examines the success of Harry Potter books as a publishing project reporting on the history of their creation, their effects on childrens publishing, Bloomsbury performance and marketing strategy, Harry Potter brand exploitation, future prospects for J.K.Rowling, etc.
(2005, 3500 words)
The paper reports on the organisation and marketing of a rugby match between Scotland and Australia in Glasgow in 2004 reviewing the history of rugby and its popularity with Glaswegians. The objectives, experience and marketing of the studied sport event are analysed using marketing mix and highlighting the media strategies in promoting the event, and its main sponsors. Recommendations are made concerning the Abbey Autumn Tests Series.
(2005, 3000 words)
The paper studies the effects of jeans advertisements on the target groups buying behaviour discussing the risks involved in the purchase, the role of fashion opinion leaders, the influence of cultural and social values, etc. The evaluation of Levis Anti-fit Campaign in 2004 is made highlighting the aspects behind the companys message and their marketing strategy.
(2003, 4000 words)
The paper reports on the history and practices of the First Direct telephone bank in the UK. The reasons behind the bank's successes and failures are analysed; its marketing and media strategies are discussed; the rationale for media choices are outlined. Recommendations are made about First Direct marketing objectives and the use of media.
(2004, 1000 words)
The paper examines corporate and marketing strategies in manufacturing. The concepts of older-winner, older-qualifier are discussed; the Product-Process Matrix is analysed. The paper outlines the ways of forming a manufacturing strategy on the basis of the existing manufacturing techniques, namely, manufacturing flexibility, focused manufacturing, just-in-time manufacturing and production planning.
(2004, 4000 words)
The paper looks at Automobiles Association (AA), the UKs most popular motor organisation, that is currently focusing on Direct Marketing Strategy of cross-selling that can help to position the AA across a wider range of products & services. The objectives and targets of the strategy are outlined; its main stages are described (direct mail, emailing, tele-market, the Internet). The paper takes a detailed look at the issues of customer acquisition and care, database development, etc.
(2005, 2700 words)
The work analyzes and recommends the B-2-B marketing strategy adopted by one of the medium-sized mortgage broker and packager in London. The analysis is based on the interviews conducted with the senior management of the firm and also from its B-2-B partners. The report looks at the intricacies of marketing mix for the financial services sector and recommends an 18 months marketing plan.
(2004, 5500 words)
This report aims to analyse the issues involved in the Successful Alignment of Sales Strategy and Marketing Strategy in organisations. Report analyses traditional approaches to sales strategy and marketing strategy as well as modern approaches to both. Report is defining the term of successful alignment of sales strategy and marketing strategy and analyses the issues involved in Successful Alignment of Sales Strategy and Marketing Strategy
(2004, 4500 words)
The paper analyses the current fit of M&S marketing strategy. The analysis applies such widespread analytical tools as PEST analysis and SWOT analysis. These tools help to define the current scale of competitive rivalry in clothing retailing and identify the capabilities of the company against coming market threats and opportunities. On the basis of the findings the paper proposes various amendments of M&S marketing strategic approach. The suggestion deals with the formulation of new marketing mix strategy (4Ps), the importance of market assessment during various phases of strategic process. Finally, the paper undertakes FSA (feasibility, sustainability and accessibility) analysis to define the strategic fit of recommended initiatives.
(2003, 2000 words)
This is the consultancy project designed to suggest UK promotional strategy for designer wear brand expansion. The project assesses the current power of the brand against the current trends on the UK fashion market. The paper discusses the importance of branding in the world of fashion and reviews the promotional strategies that are used by fashion brands. The overall aim of the project is to define the possible areas for improvement for the brand's promotional strategy and suggest specific plan of actions.
(2002, 1500 words)
This report aims to identify whether high-tech Company needs good marketing strategy more then other companies. High-tech products are analyses and their attributes are discussed. Differences between "non-high-tech" and high-tech products are outlined. Next, high-tech marketing is discussed problems associated with high-tech marketing are highlighted. Report concludes by stating that high tech company needs good marketing strategy more then other types of companies in terms of it being well planned and considering every possible outcome at any stage. High tech companies have lower chance of success by comparison to other companies as they have less amount of time for rebuilding their strategy. However this is too general, and every company is the unique and have to be analysed individually. Initially, almost every good idea could be resolved in a build up of next "Microsoft", it is a question of marketing power.
(2001, 5000 words)
(2002. 2000 words)
(2002, 1400 words)
Ethics involve issues of human behaviour and human judgement applied in everyday situations. The subject of ethics arises in marketing and advertising frequently and careful consideration has to be given to it as if, handled poorly, the public backlash could be huge. Companies, in order to have the success they desire, must not only be able to sell a product or service, they need to be seen to adhere to high standards, both in the service offered and ethically. Everybody has their own standards of ethical behaviour, their own moral standards. During the last few decades, moral standards have changed; but basic beliefs people have are hard to influence.
(2002, 3000 words)
Sony has changed the way that the world listens to music. They introduced the Walkman, the Compact Disc and now the MiniDisc. Developed in the late 80s the MD was introduced into Japan in 1992 that saw an instant success. The same year the MD was introduced into the United States . The MiniDisc was a product that was new to the world. It was the first time that that 74 minutes of music could be recorded then re-recorded over and over again without losing any of its near perfect digital sound quality, on 2 ? inches. The target market in 1992 was described as the áMTV Generation but the MD failed to impress and was therefore re-launched in 1994. The main reason for failure here was due to very high prices and not enough information to the public that the MD was not a replacement for the CD, which had just been introduced, but a replacement for the cassette. It was then re-launched again in 1996 and again in 1998. The target market was defined as 18-34 year olds with a higher than average income, who purchased more than twelve CDs per year. With each re-launch prices fell greatly. The main reasons for the failure of the MD in America were the high prices and the product launch. Sony then had to spend millions and millions of dollars trying to convince its target market- the young, cool people of the USA that the MD was the way of the future. However, competition from the likes of the MP3 player has seen Sony introduce a cable called the PC-to-MD that allows PC users to download their digital music stored on their computers onto a MD. Also new long play MDs mean that 340 minutes of music can be stored onto the same 2 ? inches of plastic.
(2003, 2700 words)
Introduction:
The aim of this report is to carry the analysis of the Ben and Jerry's marketing strategy, comparing it to its direct competitor. Haagen-Dazs' was found to be the direct competitor of Ben and Jerry, because they both compete on the super-premium/luxury segment of the ice cream market (Mintel). Second section of the report will recommend the new marketing strategy for the company, which will enable Ben and Jerry to increase its market share and sales.
(2003, 800 words)
Summary:
Definition of marketing strategy and marketing objectives. Analysis of different strategies used for the development of marketing strategy: Porter's generic strategies, BCG (Boston) Matrix, Gap analysis, Ansoff matrix. How to select optimal strategy: competitive strategy (market leader, challenger, follower of nicher), Marketing Mix, 4Cs.
(2003, 500 words)
Definition of competitive advantage, sources of competitive advantage, marketing strategies for competitive advantage, industry being the source of competitive advantage, Porter's diamond, Porter's 5 forces
(2003, 900 words)
This paper provides answers to the following questions: What is the relationship and difference between Strategic Planning & Marketing Planning? Give an example of a component of each. What are an organisation's Intangible Resources and why might they be positive or negative? In Environmental Analysis what are the 'Non-controllable Forces'? Identify and explain the criteria a market segment should meet before a marketer is justified in using it as an target market? What is the difference between Socio-Economic Segmentation and Wells and Grubar's Family Life Cycle? In the Boston Consulting Group's 'Growth Share Matrix' what are the characteristics of a 'Star'? How is distribution strategy likely to change through the Product Life Cycle? What is CRM and what are the main aspects of CRM?
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