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(2008, 2500 words)
The paper examines the marketing process explaining target marketing, analyzing the components of the market mix and applying the marketing mix to different market segments by using the example of Dell to illustrate the concepts. The activities of the sales function and the marketing functions in Dell are explored analysing the PEST factors in Dell's business environment and micro-environmental stakeholder objectives. A profile of Dell's model customer groups is examined; the difference between the marketing mix of goods producing and service providing companies is explained considering the choice of distribution channel, psychological pricing, advertising problems, etc.
(2007, 1600 words)
This paper discusses contemporary issues which influence marketing operations. It uses PESTEL framework to examine a number of issues which include: Increased customers expectations, market fragmentation, globalisation and anti-globalisation, postmodernism, corporate corruption, the Internet, trade global warming, expanding markets, cynical marketplace, permissive society, communications revolution, consumer protection legislations and materialism. The paper also examines how marketing has responded to these issues. Responsive strategies like customer relations management, data-mining, ironic marketing, corporate social responsibility, contact centres and telemarketing, viral marketing, and marketing to juveniles are highlighted.
(2007, 5000 words)
This study is aiming to identify the importance of understanding and monitoring the marketing environment of companies. The study uses Lufthansa as a case study. The study focuses on three several points, including the change in the marketing environment of Lufthansa, the open system strategy, and the natural environment of Lufthansa. Several business theories such as Porter's generic strategies, PESTEL, and opportunity and threat classification have been used to examine the key issues.
(2007, 5500 words)
This report has been aimed at understanding the turbulence in the marketing environment of Tesco Supermarkets, which is the largest food retailer in the UK, operating around 2,318 stores worldwide. The report has been divided into a core and peripheral parts. The core is concentrated on changes in the market environment and the role played by the macro-environmental indicators in influencing the market mix adopted by the company. The peripheral parts discuss use of open systems like e-commerce and the impact of natural environment on the marketing activities of the company.
(2007, 3000 words)
Ever listen to a group of professionals share their thoughts about 'marketing'; you might be amazed at the various shades to which the concept is treated. Perhaps what it is most surprising is how marketing is likened to advertising and sales, which is a misconstruction. The proliferation of new media technologies has added to the complexity of the concept. It is against this backdrop that this report examines the role of marketing and marketing strategies and how emerging technologies and media are changing the landscape of marketing.
(2007, 1500 words)
This report examines the overall macro economic growth of UK retail industry with the purpose of studying the micro environment of Tesco PLC. Both the studies lead to the SWOT analysis of Tesco as a retail company. Report analyses the marketing environment of Tesco PLC.
(2006, 650 words)
The paper addresses the issue of political risks accompanying a foreign business highlighting the risks most frequently faced by companies at entering a foreign market.
(2004, 2400 words)
In recent years marketing ideas and practices have increasingly been applied by non-profit making organisations and in non-commercial situations.” (Cowell and Henry, 1977). Organizations within ‘non-traditional’ markets are usually always non-profit organizations. There are many types of non-profit organizations that serve the public, they can be privately or publicly owned. Usually their primary goal is non-economic, for example to protect birds and animals (RSPB and RSPCA), the provision of education (schools and universities), cultural enrichment (an orchestra), the provision of healthcare (NHS), to relieve famine (Oxfam), to foster community activities (community association) or to provide public services (local authorities). “The idea is that the basic principles of marketing are applicable to any type of organization that offers a social service, a legitimate social cause, or a philosophy or ideology.” (Myers, 1986:560)
(2006, 3800 words)
The report is produced in order to analyze the French beer industry and to devise a marketing strategy for a specialty beer product, Abbey beer. The report is based on a case study of Frere-Jacques a Belgian brand that has been operating in the French industry for a few decades and has a similar strategy in both the countries. The report uses tools like PESTEL analysis, Porters Five Forces, Product Life Cycle and BCG Portfolio Matrix to help analyze the case study. Finally the report concludes with recommendations for the company in the form of segmentation and marketing mix.
(2005, 4000 words)
In any economy, organizations are affected by emerging marketing issues in the industry or the marketing environment. The marketing environment is made up of internal factors that are close to a company and can be controlled, as well as external factors that cannot be controlled by the company. In todays turbulent marketing environment, it is hard for organizations to survive in the industry over a long period of time. Hence it is important for companies to understand its internal and surrounding environment, current issues in the market and potential trends or treats in the market to better prepare the organization to respond to changes. This paper examines the emerging marketing issues in the telecommunication industry in terms of the microenvironment and macro environment, which may lead to the success or failure of the industry.
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