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(2008, 3000 words)
The paper examines the features of small family owned businesses identifying their advantages and disadvantages, and the role of business networking in business success. A business plan and marketing plan for a small family owned Iranian restaurant is developed using SWOT and key success factors (KSF) analysis and suggesting recommendations to the owners.
(2006, 5000 words)
The paper conducts marketing analysis of the Live 8 event aimed at relieving suffering in Africa. Analytical models of PEST, SWOT, Value chain and Ansoff are used. A marketing plan for ONE is presented to assess the company's marketing opportunities provided by Live 8. Their current position is analysed using Porter's five forces model, discussing their marketing strategies, etc. Literature s reviewed on the effectiveness of Live 8 organisation and activities.
(2005, 3500 words)
The paper offers a marketing plan for the expansion of Apple's new video iPod to the Australian market. Analysis of Apple's iPod is conducted using the frameworks of PESTEL, Porter’s Five Forces and marketing mix models; iPod’s marketing strategies are discussed.
(2005, 3000 words)
The paper offers a marketing plan for opening a Japanese sushi bar in central London. Analysis of the UK restaurant market environment is performed using PEST, Porter’s Five Forces, SWOT, marketing mix models, etc. Issues of organization, implementation and control are discussed.
(2006, 3500 words)
This paper examines Monsoon the UK-based fashion company. The study analyses the fashion business opportunity of Monsoon in China, which is an emerging international market. The paper studies the external environment in Chinese fashion market and examines internal factors of Monsoon. After, considering both internal and external factors, there is good fashion business opportunities for Monsoon to fit in. There is low-cost quality material and cheap labour cost, for instance. The global marketing plan is also discussed.
(2006, 3400 words)
This report looks in to the marketing plan for a fictional hospitality company. The marketing plan includes an executive summary, situation analysis, marketing objectives, marketing strategies, sales promotion, schedules, promotional costs, sales and breakeven and monitors and controls.
(2006, 3500 words)
The paper offers a marketing plan for Tesco’s expansion to India providing an overview of the company’s background, conducting environmental analysis of the Indian market using PEST and SWOT models, developing entry modes and a marketing strategy for Tesco’s operations in India, identifying the most effective marketing mix parameters, and providing recommendations about Indian market entry strategies.
(2005, 3500 words)
The paper reports on the Spanish restaurant group Lizarran presenting the company’s background, describing their products and evaluating their readiness for international expansion. Theories of internationalization are reviewed; analysis is conducted to select a potential market using SWOT model; market entry mode is identified.
(2006, 4000 words)
The report has been designed to present the strategic marketing plan for the next 5 years for Adidas footwear in the UK. The report looks at the internal environment with the help of value chain and company background; external environment with the help of PEST analysis and competitive environment with the help of Porterðs five forces. Based on these analyses a 5 year marketing plan has been presented for the retention and attracting new customers in a highly competitive market. The report also presents implementation plan, budget and evaluation of the strategy.
(2006, 7500 words)
The paper examines the optimal strategy for Fat Faceðs expansion to a foreign market offering an overview of economic, political, legal and socio-cultural environments of Greece, Hungary, Ireland and Norway. Theoretical background of the study includes Hofstedeðs theory of cultural dimensions, the theory of market entry modes, etc. The choice of the country for the companyðs expansion is justified; a marketing plan is suggested.
(2005, 4500 words)
The paper reports on creating a website for a high street retailer, as part of their marketing communication plan for the next financial year. Theoretical approaches to marketing communication (MC) are reviewed highlighting the benefits of integrated online and offline communication (IMC). The step by step work at the marketing communication plan is described including situation analysis, the setting of objectives, strategies and tactics, the choice of communication tools, control measurements, etc. The planning is conducted along the lines of the RABOSTIC (Research, Audiences, Budget, Objective, Strategy, Tactics, Implementation and Control) system.
(2006, 8000 words)
The paper reports on the marketing plan of Goodyear Tyre and Rubber Company for 2006-2007 reviewing core marketing concepts, the companyðs background, current market position and strategies. The areas of concern in meeting the demands of the changing trends in EU tyre market are identified; analysis of the company is conducted using PESTLE, Porterðs 5 Forces and SWOT models, financial analysis, competitor analysis, marketing mix, etc.
(2006, 3000 words)
The paper examines the role of marketing planning arguing whether it is a business philosophy or a functional activity. Definitions of marketing planning, marketing concept and selling concept are reviewed; the importance of customer service is highlighted.
(2005, 6000 words)
The paper reports on Indian Travel Agency, a startup Indian hospitality e-business, describing their product/service, analyzing their market along the lines of SWOT and targeting, reviewing the major competitors, and developing the companyðs marketing plan including online and offline promotion, areas of distribution, business opportunities, challenges, technical threats and their solutions, etc.
(2002, 8500 words)
The paper offers a marketing plan for a new cheese product of Rankas piens, a Latvian cheese company. Product screening criteria are outlined including quantitative and qualitative components; a study is conducted using competitor analysis, SWOT analysis, customer analysis, marketing mix, demand and cost analysis, etc. Implementation problems are highlighted offering an action plan for introducing the product.
(2006, 3800 words)
The marketing plan is essential for every business operation, setting appropriate marketing objectives and achieving successful results. This marketing plan has been drawn in order to analyse the opportunities of JetBlue airline operation in the UK market. SWOT analysis, PESTEL and other marketing tools have been used in order to work out marketing objectives, strategies, to find out potential marketing segments and to define target customers groups. The Marketing Mix was drawn based on the STP and undertaken marketing analysis.
(2006, 3000 words)
The report develops a marketing strategy for the Crathes Castle and Estate in the North-East of Scotland and for its newly introduced aerial adventure system, Skytrek. The estate is currently one of the main attractions in Scotland boasting an impressive medieval castle and spectacular wild life scenery. However, mainly families and retired people presently visit it. The goal of the management is thus to draw younger people to the attraction and to raise awareness among them. The suggested strategy looks at four elements of the marketing mix, namely, the product, price, place, and promotion and makes recommendations as to how these can be improved or enhanced to achieve the goals set. The report also proposes the competitive positioning for the estate and Skytrek as well as suggests an appropriate strategy to be undertaken (differentiation, on the basis of the Bowmans strategy clock).
(2006, 5000 words)
This direct marketing plan has been produced for Young Persons Railcard (YPRC), whose sales and marketing is undertaken by ATOC (The Association of Train operating Companies). The plan has been divided into five major chapters i.e. Marketing Strategy, Positioning, Database Strategy, Communication Plan and Budget. The report holds a summary of the current situation of the YPRC and how Train Operating Companies (TOC) wants to use it to increase their revenue. The main objective of this direct marketing plan is to increase the penetration of the YPRC in the people aged 16-25 and mature students by 3%. The report uses information from IDM case study on YPRC.
(2005, 4700 words)
Hyundai Motors is South Korea's main car company having significant global presence. In a hypothetical situation, Hyundai plans to launch Atos Prime in UK. For this, purpose, a thorough Marketing Planning exercise was needed so as to come up with the most suitable marketing strategies for the product. The Marketing Planning Exercise covered a broad range of topics which are of strategic importance to the company. It covers the detailed scrutiny of Business Environment, both internal and external, formulation of objectives and strategies, the means to achieve those strategies and development of appropriate control mechanism.
(2005, 4000 words)
The paper offers a years marketing plan for PT Beverage World, the distributor of Carlsberg beer in Greece. Carlsberg current position and corporate strategy are described; an overview of the Greek beer market is offered including competitors analysis, SWOT and marketing mix models.
(2005, 3000 words)
The paper offers a marketing plan for a new company Hotshots providing children camps catering. The functions of a marketing plan are outlined; the companys background is reviewed; their market analysis is conducted using SWOT and outlining the companys objectives, marketing tactics (using marketing mix), action programme, budgets, advertising, etc. The methods of the marketing plan implementation are discussed.
(2004, 4500 words)
NestlÈ UK Ltd is a major manufacturer in the chocolate industry in the UK. Within chocolate market, the boxed chocolate sector is the second largest, accounting for around 26% of sales in 2004. However, the boxed chocolates market shows less concentration than the total chocolate confectionery market, with a number of smaller players taking shares from the big manufacturers. This piece of work produces a marketing strategy for NestlÈ boxed chocolates in the UK market to maintain its market shares upon analyzing the companys current situation, combined with SWOT analysis.
(2005, 4500 words)
The present marketing plan designed to suggest the marketing activities which would increase the sales of PS2 at UK market. The plan is based on the analysis of the external environment (PESTEL, Porter Five forces) and internal capabilities of Sony Europe. On the basis of SWOT analysis the plan suggests the development of specific marketing mix elements that would enable Sony Europe to meet the set objectives.
(2004, 2500 words)
The paper examines the opportunities for launching a womens sport magazine as an extension to Glamour. The study offers an overview of Glamour and womens interest magazines performing a market research to identify the new magazines target market, optimal editorial format, size, title, content, price range, etc. Primary methods of data collection (face-to-face interviews and a questionnaire) are used and interpreted on the basis of secondary data.
(2005, 3500 words)
The paper offers a strategic marketing plan for launching a Rocket Radio in the UK Sky digital channel. An overview of digital audio broadcasting (DAB) services is provided using SWOT analysis; market strategies of the Rocket Radio are outlined highlighting campaign targets, target audience, promotion plans, advertising, etc. Theoretical analysis of strategic marketing plans is conducted.
(2004, 6000 words)
The paper offers a strategic marketing plan for the UK food and drinks company Innocent Drinks providing their micro- and macro-environmental analysis (using PEST), market segmentation and target markets analysis; outlining objectives in marketing, communication, home and international strategies, tactics, advertising, public relations, sponsorship, etc.
(2005, 3000 words)
The paper offers a marketing plan for Absolut vodka in UK providing information on the British spirit industry and alcoholic drinks market. PEST, SWOT, Porters 5 Forces Model, marketing mix, product and competitor analyses are performed; Absoluts perception in the British vodka market is identified. Marketing objectives and strategies are formulated using Ansoffs and Potters models; resource allocations are outlined. Forecasts and recommendations are offered.
(2005, 3500 words)
The present paper discusses the advantages and pitfall of the implementation plan of introducing new menu in a pub. The pub has introduced new menu items to match the changing socio-cultural tendencies of target customers. The analysis looks at the way the change reflect current market demand, matches competitors offer and fits into firms goals. The particular focus is made on the way implementation affected 7Ps of the pub as product, price, place, promotion, process, people and physical evidence. The areas fro improvement are discussed.
(2005, 3000 words)
The present paper is a project proposal for the introduction of a new menu in a British pub. The proposal justifies the introduction of new menu items with the importance of menu as selling mix element, existing competitive pressure and differentiation requirements. The proposal sets out the plan of change activities which include the undertaking of the market research, the development of operational procedures and consideration of monitoring and contingency measures.
(2005, 3500 words)
This a marketing plan of a UK pub situated in a city centre. The plan provides a situational analysis of the consumption tendencies of alcohol drinks, eating out trends and the impact of inbound flows of tourists on pubs turnover. On the basis of situational analysis and SWOT the plan suggests a marketing strategy which aims at increase of the customer yield, brand awareness and overall sales growth. The marketing strategy describes segmentation approach and suggests the use of 7Ps to achieve the set objectives. The monitoring section provides the guidelines for the monitoring of the results.
(2005, 4100 words)
This report presents a strategic marketing plan for a new small investment bank of Capital Investment Partners ltd in Australia. The paper considers portfolio analysis of Boston Consulting Group (BCG) matrix, the GE/McKinsey multifactor matrix and the framework of Porters Five Competitive Forces. And it provides further analysis of marketing segmentation and service marketing mix.
(2005, 5000 words)
Since its introduction in 1933, Heineken USA has had a constant growth with its Heineken brand in the United States and represents the No.1 importer of light beer with its Amstel brand. Although the company has experienced several sluggish growth rates during the recent years, its premium brands, Heineken and Amstel, have achieved a push in sales up to five per cent and two per cent respectively in 2004. Consumer trends show that desires have moved to light beer on the market in general. Moreover, consumers tend to appreciate premium prices for their favourite beer brands as this is supposed to indicate a higher product quality. Secondary, the company aims at the rapidly growing Hispanic American population and has recently signed an agreement with the leading beverage company in Latin America. This move makes Heineken USA the exclusive marketer, importer and seller of several Latin beer brands which even gain a broader popularity among the wider beer drinking population. Given the current situation, it can be recommended that Heineken introduces another series of light beers in the premium price segment market, as well as it should be focusing on an extensive marketing campaign which aims at the distinctive target groups, such as the light beer drinking consumer base and increasing parts of the population. Besides investments in partnerships, sponsoring and entertainment, the company efforts should also include a focus on innovative packaging design to further strengthen the company's USP. This move ensures a greater differentiation from the competition and generates a tighter consumer loyalty, if rightly implemented. Furthermore, Heineken USA should concentrate on effective distribution channels throughout binding exclusive agreements with distribution partners, such as convenience and gasoline sites whilst simultaneously extending the wholesaler base. This action can improve the entire distribution system as distributors will be 100% committed to company brands. This marketing plan provides a better understanding for the main need of introducing new brands as well as the need for a greater distinctive approach in the company's overall marketing activities for the U.S. beer market, including PR investments and distribution partnerships.
(2005, 14000 words)
The paper reports on the joint British/Dutch consumer goods manufacturer Unilever operating on the global scale. The aim of the study is to develop a marketing strategic plan for the company that has recently suffered a decline in sales. On the basis of a literature review the author addresses the issues of the company's corporate vision, corporate mission, corporate objectives and corporate, competitors and global strategies. The study of the company's performance includes analyses of external environment (including PESTLE and 5-forces framework), financial audit, 4 P's (Product, Price, Promotion, Place) and SWOT. McKinsey 7S Framework is used in developing a plan for marketing some of the products in the USA. Conclusions are made about critical success factors and strategies that may bring about an overall increase in sales.
(2004, 5000 words)
This is a full marketing plan for a new (hypothetical) venture creation. It analyses the online environment in the context of this new venture- an online search business for retailers. Essentially a shopping centre online. Issues of market growth, positioning, segmentation, promotion and pricing are covered.
(2004, 3500 words)
This paper presents a one year marketing plan for an Indian restaurant. Prasad Indian cuisine has reached its maturity stage. The new management wants to increase the turnover with their marketing plan. It also wants to enter into business to business sector. The new management knows if it doesn't differentiate itself from the other restaurants within the area the business will not survive. This marketing plan therefore is a plan to turn the clock for Prasad Indian Cuisine.
(2003, 8000 words)
The paper reports on the Canadian company McCain Foods reviewing its current situation and performing SWOT analysis. Marketing trends and strategies are outlined focusing on the performance of one of its branches. Report presents comprehensive marketing plan for the company. The issues of product positioning, branding, demographic segmentation, behaviour segmentation, and target market segmentation, etc. are addressed. Marketing mix covers product, place and pricing strategies, and offers a promotion plan. Report is concluded with the sales projections and tools for evaluation and control.
(2005, 2400 words)
The report presents a marketing plan for a new proposed London tourism mixed-use development. The author gives an insight into the essential elements of marketing strategy, including the analysis of marketing segmentation, estimated investigated demand for the project, competition supply of relevance and SWOT analysis. The main part of the report is dedicated to the close examination of the integrated marketing mix, referring to the seven Ps.
(2003, 2500 words)
This report presents marketing analysis and development of marketing plan for the Dominos Pizza. Report consists of Marketing Mix analysis; PEST analysis; SWOT analysis; development of marketing objectives and strategies formulation; promotional plan and control and evaluation aspects.
(2004, 3000 words)
The paper outlines a marketing plan for the East West Medical (EWM) agency which recruits professionals to the British health care system and to Central and Eastern Europe. The results of the research are based on the questionnaire distributed among potential recruits in Hungary and the Czech Republic, and on the marketing information about medical bodies obtained from the Internet. Macro- and microenvironmental analyses are carried out; products, places, activities, budgets and other relative issues are covered. The paper concludes that EWM is entering a highly competitive market; however, its business opportunities are very attractive.
(2004, 4000 words)
The paper expresses concern about the limited online presence of Giant Bicycle Company in the UK and examines the ways of using the Internet as a channel of selling. Having described the profile of the Company the author goes on to analyse its activities along the lines of SOSTAC planning, Internet marketing environment and Pestel referencing. The use of the Internet in the UK is outlined and a detailed analysis of the UK bicycle market is presented. Proceeding from these observations the author comes up with the evaluation of Giant Bicycle Company performing SWOT analysis and looking at customers, intermediaries and competitors of the company in the UK. The study ends up with outlining an E-marketing plan for Giant Bicycle Company. The paper is supplied with illustrative tables, figures and diagrams.
(2004, 2000 words)
This marketing plan is based upon the case scenario of the RBW Company, which is a new business, which has been operating for just over a year. The business has a revolutionary concept of offering fast food, which healthy and affordable. As any new business, RBW has done many mistakes, which are highlighted in the plan along with recommendations of the possible solutions. The plan is prepared in accordance with industry and academic (Kotler, Porter) standards but does not include much of the financial analysis due to the initial limited information available.
(2004, 4500 words)
The report is within the requirements of the standard 3-year marketing plan featuring such sections as follows: Introduction; Situational Analysis; Mission; Objectives: Corporate and Marketing; Marketing Strategy; Marketing Mix Strategies; Implementation; Budget; Control. The report includes the latest figures available of the company and graphically illustrates all of the models used for the purposes of the marketing plan, for instance, SWOT and expanded SOWOT, Ansoff Matrix, 7 S Analyses, GE Matrix and Perceptual Mapping.
(2004, 3500 words)
The report is constructed within the frames of the classic marketing plan, featuring such areas as current marketing situation of Reiss, SWOT, Marketing strategy and objectives - Short (less than a year) and Long (up to 3 years), detailed account of branding strategies generally available and those to be considered by the company. Furthermore, assessment of key success factors and comprehensive application of the balanced-score card in regard to the long-term objectives are discussed. Finally, the report is concentrating on an option of going international (Reiss is the UK based company), carefully assessing the available theory and practical issues as well as financial aspects.
(2004, 1500 words)
The paper reviews the steps which comprise a strategic analysis of a hospitality firm. The discussion highlights the importance of the identification of a firm's market position, the knowledge of competitors and major industry forces. The other section deals with the discussion of the importance of the internal audit and what shall be done to do it in the due way. Finally, the importance of marketing mix strategy is explained along with the required step to determine it. It second part introduces the secondary and primary data sources that can be utilised to obtain the required market knowledge. It reviews the validity and reliability of each sources and the requirements for the utilisation.
(2004, 1500 words)
The paper discusses different issues of marketing planning of David Lloyds. It reviews such matters as the importance of marketing segmentation and what are the principles of segmenting customers into different groups. It discusses the process of attitude formation and changing and its corresponding implications for marketing strategy. In this section the analysis covers the issues of the way various social and cultural factors affect consumer behaviour and what shall be done to stay tuned into the market demands. In the last section the paper discussed various market research tools that might be utilised by a firm to get to know its customers.
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