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(2008, 4200 words)
The paper reports on Singapore's hotel Shangri-La with Rasa Sentosa resort analysing their marketing strategies and discussing the current challenges faced by the management, marketing mix features (7Ps), marketing forecast, Porter's Five Forces and PESTEL features, competitive advantage, etc. Marketing strategy is developed to improve Shangri-La's performance in new markets.
(2007, 1400 words)
The following discussion focuses on a major European airline Lufthansa and its strategic management processes focusing on issues such as technological changes and innovation to show how innovation could change the dynamics of marketing and management of the company. The levels of innovations and services provided by Lufthansa are analysed along with the levels of exploration of various customer relations, business partnerships and other technical decision making processes. A 7S's framework to management is discussed in the context of the airline management strategies.
(2007, 4500 words)
This report sets out a 3-year marketing strategy for an online travel company that specialises in selling 'specialist' tours to the over 40s market in the US and EU. Having suffered from the downturn in the travel industry following the September 11th terrorist attacks and global health scares, the company in questions is attempting to rebuild and eventually float on the stock exchange. Before detailing the strategy that the company should follow, this report first conducts an environmental audit of the market in which the company competes, including a PEST, Porter's five forces and SWOT analyses.
(2007, 7000 words)
This report critically examines the marketing strategy of McDonald's in the UK. Having undergone considerable change due to internal marketing failures and pressures from the external environment – increased competition and a movement towards more healthy foods – McDonald's market strategy has been forced to re-align itself with customers' needs. This report discusses these issues, as well as providing a detailed critical review of the marketing strategy literature, in particular, the differences between traditional and relationship marketing, the importance of customer loyalty, and centricity of customer satisfaction and service quality.
(2007, 5500 words)
In this study, the marketing strategy of WHSmith have been analysed and this has been compared with the marketing approaches of other retail companies in the UK such as Ryman, Clinton cards, and Waterstones. Some basic differences in the marketing strategy of these companies have been identified and comparisons are drawn. A questionnaire was distributed to 100 participants and 70 completed questionnaires were finally analysed to show that more that 77% of individuals shopped at WHSmith because of the promotions available and 74% of participants suggested that they would prefer to shop in a store where they would find all types of products This shows that variety and promotions would be some of the major practices of marketing that companies such as WHSmith seem to be using effectively for its success. The study concludes with the point that policies of companies are basic guidelines that should be used as cod of practice although in practice promotions could be an effective tool for marketing and selling of products. The importance of company policies and promotions has been emphasized.
(2006, 3000 words)
The paper reports on Debenhams, offering an overview of their history and background, and conducting analysis using the models of marketing mix and SWOT. Recommendations are suggested about Debenhams' target market, marketing communications strategies, brand positioning, etc.
(2006, 2500 words)
The paper reports on the pest control operator Yvcs Services focusing on the company's strategic marketing planning, and analyzing external (competitors' environment) and internal issues of Yvcs Services, including branding, advertising, etc. Recommendations are suggested about the company's positioning, web-site, budget control, etc.
(2006, 4000 words)
The paper reports on Harley Davidson marketing strategies presenting an overview of the company's history and marketing approaches, business environment, customers, etc. Marketing mix, SWOT and operations analysis is offered; recommendations are suggested about keeping up with the trends in the heavy weight motorcycle market.
(2006, 2500 words)
In this paper a marketing audit incorporating the marketing tools like PEST analysis, porter's five forces, product life cycle, Boston Box Matrix, industry analysis, competitor analysis and consumer profiling for America's one of the biggest credit card companies-"Capital One" including a rigorous research about the various factors which could affect the business and marketing strategies of the organisation.
(2007, 1400 words)
This report examines Toyota's strategic marketing alternatives in light of its aim to become the world's largest automaker by focusing on the hybrid-electric vehicle market. The report highlights the major issues and sub-issues facing the company, which is followed by a SWOT analysis that aims to understand those factors that underpin its strategy. Finally, some conclusions are made regarding the companies strategic marketing alternatives and action plans that it should enact.
(2007, 3000 words)
This report assesses the strategic marketing position of Standard Chartered, the global financial services group. In so doing, it analyses the global market for retail banking and commercial banking, as well as providing a SWOT analysis of the company in question. The results of these analyses are used to devise a marketing strategy for the company over the subsequent three years.
(2006, 4700 words)
This report aims to analyse the current EOS Airlines marketing plan and product and then develop a new marketing strategy that shall focus upon: product differentiation; understanding customer and consumer requirements and desires; increasing market share and expanding the target market; competitive fares; efficient business management; increasing load factors; the airline's image; customer and consumer awareness of the airline; promotion and advertising of the airline. In order to achieve this the paper is going to: describe the current situation in terms of product and marketing plan etc; identify and explain key objectives and targets for improvement; identify and explain probable issues and vulnerabilities (SWOT analysis); redefine the target market, marketing strategy and suggest how to implement it; forecast potential revenues, costs and profits for Summer 2006
(2007, 4400 words)
This report examines marketing management practices at Philip Morris, the company most widely known for its Marlboro brand of cigarettes. The report investigates key aspects of its marketing management, including corporate and marketing strategy, internationalisation and market entry, market segmentation, targeting and positioning, traditional and relationship marketing, customer loyalty, satisfaction and value, applying these to the case study organisation.
(2006, 1500 words)
The paper reports on the strategic marketing audit of Tiffany & Co conducting PEST analysis of their business and economic environment, offering an overview of the UK jewellery market and conducting Porter's five forces and portfolio analysis of the company.
(2006, 3600 words)
This assignment examined how organisations construct a marketing strategy and strategic marketing plan, focusing on the case of RyanAir within the European airline industry. In particular, it examined (1) the importance of meeting customers' needs, (2) how tools and techniques such as a SWOT analysis can be used to understand a company's current internal and external situation and (3) how to effectively segmenting a market, targeting relevant customers and positioning a company accordingly. Throughout these aspects were related to RyanAir's current position and its marketing strategy and strategic marketing plan.
(2006, 2600 words)
This report focuses on the case of Infosys, the leading IT outsourcing firm in India, with annual revenues in excess of $1 billion. Having witnesses dramatic growth since its inception in 1981, Infosys has become a global player in the IT outsourcing market, building on a global delivery model that marries high-cost on-site services with low-cost component development. However, in its desire for continuous growth, the company faces stiff competition from the likes of Accenture and IBM. This report assesses how Infosys can build a global brand identity and what that identity may look like bearing in mind the company's internal strengths and weaknesses, as well as the threats and opportunities it faces in the external environment. The paper is based on a case study: "Infosys; The Challenge of Global Branding", Richard Ivey School of Business, The University of Western Ontario, 2005
(2006, 2100 words)
This essay performs an analysis of the strategic marketing audit for iPod, including the internal audit (marketing mix), SWOT analysis (internal strengths and weaknesses and external opportunities and threats), external audit (SLEPT analysis) and Porter's Five Forces analysis. Some of the key questions answered in this essay are: Has Apple's marketing strategy with iPod been successful so far? How big is the threat of competitors in challenging Apple both as a market leader in mp3 players and as the innovator of iPod? What can iPod do in order to ensure success in the future?
(2006, 1500 words)
The paper reports on the work of the customer service department in Qing Xing Pharmaceutical reviewing the company's history, structure, customer service policies, staff standards, online services, etc.
(2005, 2000 words)
The paper reports on the juice products launched by Safeway / Morrisons briefly reviewing the situation in the Fruit juice and Health drinks industry and the company's merger history. Marketing strategies and the target audience for Safeway's new products are analysed conducting marketing mix (4 Ps) analysis and discussing future strategic options for cranberry and raspberry juice marketing.
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