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27 Jan 2011
doc

Analysis of Maslow's Hierarchy of Needs

Case study - 2 pages - Services marketing

Abraham Maslow (1908-1970), an American psychologist, developed a pyramid model in 1943, featuring a limited number of needs (he did not confuse needs and desires). According to him, man must go through the first step to reach the second and so on, and it is inconceivable that one can achieve a...

27 Jan 2011
doc

The Zara universe

Case study - 30 pages - Services marketing

The Spanish clothing brand Zara Inditex belongs to the family group which represents 75% of the activity. Inditex is one of the largest distributors in the world of fashion. It has brands such as Massimo Dutti, Bershka, Stradivarius, Oysho and so on. It has nearly 2,000 stores in 57 different...

27 Jan 2011
doc

Evolution of tourism in Turkey

Case study - 10 pages - Services marketing

This work focuses on the tourism development in Turkey. It is a country that is "friendly, handsome, with a rich culture and not at all expensive". It is a country that is modern enough to be comfortable but still traditional, and therefore interesting to analyze. As part of this...

27 Jan 2011
doc

Social psychology and visual advertising of "BMW Series 5 Touring"

Case study - 4 pages - Services marketing

The visual advertisement of the brand "BMW" and the "5 Series Touring" car is probably taken from a regional magazine in the Paris region. This advertisement is intended to pass this car as the best for customers not only from a technical standpoint but also from a relational point of view....

27 Jan 2011
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Analysis of the care product market for men

Case study - 5 pages - Services marketing

Introduction The first cosmetics product for men was developed in 1985 at the laboratory of Biotherm. L'Oreal was 17 years ahead of its main competitors (such as Vichy and Clarins) when it launched first products for men accompanied by the revolutionary slogan: "Men have skin,...

27 Jan 2011
doc

The phenomenon of Harry Potter

Case study - 4 pages - Services marketing

Since the publication of the first volume, 'Harry Potter and the Sorcerer's Stone' in 1997, the book has been translated into 60 languages and subsequently, 250 million copies of the first five novels in the series have been sold worldwide. This made its author, J.K Rowling, the third...

27 Jan 2011
doc

Audi: the launching of A3 Sportback

Case study - 6 pages - Services marketing

The Volkswagen AG is the fourth largest carmaker and the first European manufacturer. Its worldwide market shares represent 11.5% and 18.1% in the European markets. This group owns seven brands: Volkswagen, Audi, Seat, Skoda, Bugatti, Bentley and Lamborghini. The Audi brand was...

27 Jan 2011
doc

The Nespresso strategy

Case study - 4 pages - Services marketing

As a lover of coffee, I decided to participate in the Nespresso experience with the firm intention of understanding the origins of the success of this phenomenon. From a practical standpoint, the purchase of the machine posed no real difficulty, since they are distributed in most supermarkets or...

27 Jan 2011
doc

Comparison of game consoles in terms of design and innovation: the PS3, Xbox 360 and Wii

Case study - 4 pages - Services marketing

The market for home consoles includes competitors who are engaged primarily in a technological one-upmanship. The market is constantly coming out with more advanced consoles that are powerful and more complete. The last generation of consoles brings a new dimension to this battle. ...

27 Jan 2011
doc

The Blackberry solution: strategy and marketing

Case study - 19 pages - Services marketing

Research In Motion (RIM) comprises cutting-edge designs, manufacturing and sales of innovative wireless solutions for worldwide mobile communications market. It develops hardware, software and integrated services to meet the standards of wireless networks and provides platforms and solutions...

27 Jan 2011
doc

International strategy of Burberry

Case study - 20 pages - Services marketing

The Burberry brand is part of the luxury industry, so it is susceptible to all the changes and developments affecting that industry. Currently this sector has taken a beating with the economic crisis owing to the decline in tourism and stock shares are on the wane with most customers...

27 Jan 2011
doc

Analysis of commercial unit of the Burton group and recommendations

Essay - 9 pages - Services marketing

The Burton Group was founded in 1900 by Sir Burton in Chesterfield. Today, it has a network branch of 134 stores. About 20% of these stores are located in malls. There are several types of stores: - 80 combination stores (average 275 sq. m) - 43 stores for women (average 175...

27 Jan 2011
doc

Presentation of air transport

Market study - 4 pages - Services marketing

The airline industry is a very important segment of the transport sector. This commercial activity allows passengers to carry a few hours and on routes that are negotiated. It began to be used by the rich businessmen, politicians and by individuals. Air transport is used in other...

27 Jan 2011
doc

The market of the organic products in Germany

Market study - 14 pages - Services marketing

Germany is the largest European market with 30% of the total European market in 2005 and is the second in the world behind the U.S., for organic products. Organic products accounted for a turnover of 4 billion euros or 2.9% of food consumption in 2005, which is an increase of 1.7 points compared...

27 Jan 2011
doc

Strategy marketing of the coffee chain Starbucks Coffee

Case study - 35 pages - Services marketing

The Starbucks Coffee Company was founded in 1971 by three friends who were amateur connoisseurs of quality coffees. They opened their first store in the U.S. in the city of Seattle. The shop then sold retail coffee grounds, prepared according to customer's demand. During the first year the...

27 Jan 2011
doc

Tools used to influence consumer perception of brand: Music and color

Worksheets - 3 pages - Services marketing

Music and colors have already been studied in various fields such as medicine or management. We now focus on the areas of marketing communications and consumer behavior. These empirical studies show how these variables can be used effectively in advertising to influence the perception of a...

27 Jan 2011
doc

Strategy marketing of the Zara group

Case study - 28 pages - Services marketing

The clothing industry represents a steady 6%- 7% of household incomes. The sector is inevitable, and everyone from the most affluent to less affluent, spend the same share. However, the textile market is primarily a volatile sector, subject to seasonality and fluctuations of fashion. Furthermore,...

27 Jan 2011
doc

Strategy marketing of the mineral water: Dasani (Coca-Cola group) in France

Case study - 10 pages - Services marketing

The French market for bottled water (6.0 billion liters) is ranked third in Europe in terms of volumes consumed. The water market is oligopolistic and can be described as a concentrated one. There are three main groups, first with Nestlé Waters, which represent 25.2% of the French market, Danone...

27 Jan 2011
doc

Adidas: the role of woman in the future of the sport: strategy marketing to target the new market of the women

Case study - 8 pages - Services marketing

Sport has become an important aspect in the lives of people. This is due to the changes and innovations that are increasing in this area. It has to meet the needs of consumers' of sporting brands through several different products on the market of sport. Today, Adidas is one...

27 Jan 2011
doc

Strategic internal diagnosis of the Brand Chanel

Case study - 5 pages - Services marketing

Chanel's products represent a very heterogeneous mix. Indeed, Chanel has developed multiple skills, allowing us to define five homogeneous strategic business areas or SBAs. Haute Couture ...

27 Jan 2011
doc

Strategic analysis of Zara's ready-made clothes

Case study - 10 pages - Services marketing

During the past twenty years, the textile market has undergone profound changes. China is largely responsible for the upheaval in the sector. But other factors, such as increased costs (cost of fabric production cost and so on) are also taken into account. Larger companies then introduced the...

27 Jan 2011
doc

The Audi company and its launching of a model of cross-country vehicle

Case study - 8 pages - Services marketing

The Volkswagen Group of France SA is a subsidiary that was created in 1960. Today it is the largest importer of cars in France. This company holds a significant market share in France, and accounts for 10.2% of it. In 2006, it achieved a turnover of 4.5 billion Euros. The group holds five brands....

27 Jan 2011
doc

Analysis of communication campaigns of Dolce and Gabbana

Case study - 4 pages - Services marketing

By definition, ‘promotion' describes the messages that are sent through various media and are directed by a company towards its various stakeholders. It is intended to create a positive image of the brand and its offerings. Promotion is a fundamental element of the marketing strategy for the...

27 Jan 2011
doc

An introduction to Marketing

Case study - 5 pages - Services marketing

"In the current economic climate, marketing is a weapon for all businesses" Introduction Modern societies have undergone profound changes in economic, demographic, social and cultural terms. To run businesses in the current economic...

27 Jan 2011
doc

Can the sector of tourism contribute to the development of Africa?

Essay - 4 pages - Services marketing

Tourism has become a leading global industry and has played a major role in the development of a continent. It contributes to the enhancement of the cultural heritage and culture of a country. According to figures provided by the WTO (World Tourism Organization), Africa has attracted 36.7 million...

27 Jan 2011
doc

Marketing at Audi

Essay - 13 pages - Services marketing

During the discovery stage of the business conducted in the first year of European Marketing and Management, the author worked in the Audi group in Avignon. This area was chosen to gain knowledge and a rough idea of the automotive world that has a strong attraction. The author worked for two...

27 Jan 2011
doc

"Segmentation, targeting and positioning": Review of the book "Marketing management", by Kotler & Dubois

Book review - 2 pages - Services marketing

Segmentation indicates the division of the population. Targeting is the process of selecting the segments determined previously. Positioning is done on the basis of competitive bids. It is important for a company to differentiate its product or service in the consumer's mind. -...

27 Jan 2011
doc

Analysis of the reasons behind the failure of the film "Asterix at the Olympic Games"

Case study - 5 pages - Services marketing

The critic Eric Libiot of L'Express, denounced ‘Asterix at the Olympic Games' as "a film is a commercial venture that should shake his money to hide the emptiness of the scenario. And that the lack of artistic ambition and contempt with which it treats the audience result in a...

27 Jan 2011
doc

The policy of service at Decathlon

Case study - 26 pages - Services marketing

In France, Decathlon is the leading specialized distributor of sports and leisure. Its success is the result of the introduction of an innovative policy. The concept was to offer facilities for all athletes, from beginners to professionals, in all brands available under one roof. The company now...

27 Jan 2011
doc

Chanel and the luxury market

Case study - 6 pages - Services marketing

A market can be called a luxury market when the products that are sold as part of this market satisfy several criteria such as being excellent quality, have a price perceived that is very high and that the product is a rarity. According to a research firm called Brain and Co, the luxury market...