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31 Dec 2010

Marketing Case study: Minute Maid

Case study - 10 pages - Services marketing

Minute Maid is not a company that is new to the market. It was founded in 1940, but it was only during the war in 1945, that the success of Minute Maid orange juice began to be felt. The U.S. soldiers used it in high quantity and the company acquired some fame thanks to J.M Fox, who was leading...

31 Dec 2010

The marketing tools of the low cost airline companies

Thesis - 31 pages - Services marketing

The low cost concept was first introduced in 1971 in the United States, with the launch of a new company called "Southwest Airlines". However, the concept only gained popularity and set the cash registers ringing with the creation of Ryanair in 1991. Backed by its pioneering pricing policy, the...

31 Dec 2010

How did the BMW Group successfully launch the Mini Cooper?

Case study - 16 pages - Services marketing

The major demographic changes in France (Europe for that matter) in the last 10-15 years experienced the decrease in birth rate (13 children per 1000 women in 2006) an aging population and increase in the single-parent families and divorces. For a product such as the Mini Cooper, these figures...

31 Dec 2010

Leadership of Sony in the sector of the video games

Thesis - 5 pages - Services marketing

The video game industry has four major players which are all more or less interrelated. They are the following: - The manufacturers of video consoles: the leaders of this market are Sony, Nintendo and Microsoft. The undisputed leader in the segment is the Japanese brand Sony. ...

31 Dec 2010

The luxury sector

Thesis - 5 pages - Services marketing

1. The transformation of the concept of luxury over time I-Disapproval of the ideal In medieval Europe, the concept of luxury was associated with decadence. According to scholars and clerics, the decline and fall of all ancient civilizations (such...

31 Dec 2010

Marketing File: The low-cost company Ryanair

Case study - 6 pages - Services marketing

A developing market, the air transport industry is also very competitive, with rules of the game being completely transformed by the advent of lowcost airlines, first in the United States and then in Europe. Though Air France KLM is the world leader in the commercial air travel today, Ryanair has...

31 Dec 2010

The consumption of the nutritional complements in Russia

Thesis - 3 pages - Services marketing

The market for nutritional complements (CN) is developing dynamically in Russia. Nevertheless, their share in pharmaceutical sales is only 4%. The consumption growth of CN is due to the unfavorable ecological situation and poor structure of the power and the relative ease of recording and...

31 Dec 2010

Tesco's in India

Case study - 5 pages - Services marketing

Introduction According to Business Object (2008) Tesco is the UK's largest retailer and is one of the top three international retailers in the world with 2,000 stores. Tesco is driving a multi-part strategy which will add to Tesco's growth and benefit. According to studies, a lot of...

31 Dec 2010

The kitesurfing market

Case study - 5 pages - Services marketing

I.France In this paper, I have chosen to talk about a kite that is used for kitesurfing, the North Rhino 12 square meter model (2007) (appendix 1). 1)Product The North Rhino 2007 is 12 square meters and is very powerful. It is used for kitesurfing between 12 and 25...

31 Dec 2010

The feasibility of the launching of Twingo in Japan: Development of a marketing strategy

Case study - 8 pages - Services marketing

Renault's presence on the Japanese market dates from the 50s, during which about 50,000 cars were sold. However, the import of cars to the Japanese market declined considerably during the 1960s. Indeed, Renault was forced to ban the import policies of Japan. In 1994, Renault saw its sales...

31 Dec 2010

Paintball: The creation of the company "Fun Adventures"

Thesis - 20 pages - Services marketing

We decided to set up a paintball company to cater to those who enjoy outdoor games. This activity has gained substantial popularity over the last fifteen years. We can distinguish different aspects of paintball that are apparent in the recreational activity, paintball sports (i.e., a competitive...

30 Dec 2010

E-marketing: Internet advertising

Case study - 4 pages - Services marketing

In recent years, the Internet has evolved and technologies have matured to bring about real growth of the digital economy (high-speed, powerful computers, standardization of languages and technologies). The creators of information content, both administrative and commercial, were able to present...

30 Dec 2010

Gucci

Case study - 6 pages - Services marketing

In 1921, Guccio Gucci opened a leather goods company and a small boutique for travel bags in his native town, Florence. After working in England for several years, he introduced the English style in Italy through leather goods. In a few years, the brand became very successful and...

30 Dec 2010

Marketing Case Study: Kempinski

Thesis - 7 pages - Services marketing

Kempinski, the oldest luxury hotel group in the world, wants to develop residential hotels in the metropolis of Istanbul. This concept is based on the vision of a complex consisting of two towers equipped with all elements of modern luxury. It is positioned on a booming market and a town which is...

29 Dec 2010

Semiotic analysis of a Sony advertisement

Case study - 5 pages - Services marketing

In this document we will analyze an advertisement for a Sony DVD player. This advertisement was published in the December 2001 edition of Premiere magazine that was addressing an audience of moviegoers. 1. The description The ad...

13 Dec 2010

Business service of Kenzo SA

Thesis - 12 pages - Services marketing

Kenzo is a brand in the evolving world of fashion, and includes women fashion (jeans, ready-to-wear, haute couture), men's fashion (suits and jeans), and kids fashion. It also includes leather goods and accessories as well as every other product including tableware, linens. There is also the...

30 Nov 2010

Martini: An international drink

Thesis - 20 pages - Services marketing

Martini, Sola & Cia was founded in 1863 in Torino by Alessandro Martini and Teofilo Sola. The company became Martini & Rossi in 1879. In 1922, it again changed its name to Martini. It retained the name of Martini & Rossi in the United States because Martini is the name of an...

30 Nov 2010

French wine exports in Japan

Thesis - 26 pages - Services marketing

France is a part of the European Union; it is subject to common rules across Europe especially regarding the foreign trade policy which is deemed to be quite liberal under the leadership of the European institutions. It was from 1 January 1993, all European countries constituted a single...

26 Nov 2010

Porter's Five forces - Nespresso

Thesis - 4 pages - Services marketing

Portion-coffee is defined as single cup coffee systems, offering individual portions of freshly ground coffee. Portion-coffee systems come in several coffee machines systems like, filter, automatic, pads or capsules . In this segment, Nespresso offers hermetically sealed and colored...

25 Nov 2010

Marketing and the promotion of Bordeaux Wines in France and abroad

Thesis - 60 pages - Services marketing

In the past few years, there has been a new phenomenon known as the "French Wine Crisis". This industry of French wine previously known as unique and untouchable is nowadays confronted by an international competition that was able to adapt its products and features to a new kind of consumer and...

22 Nov 2010

Case Study: Christian Dior

Thesis - 5 pages - Services marketing

In recent years, the luxury market has been experiencing a real boom, as a consequence of its recent democratization. To reach a wider target, there is a democratization of luxury brands including through the development of accessories that are more accessible, to help reach a wider target. This...

22 Nov 2010

Study of fusion: Star Alliance

Case study - 36 pages - Services marketing

In 1997, Thai, Lufthansa, SAS, Air Canada and United Airlines combined to create Star Alliance, the largest network of airlines. Star Alliance is a consortium of companies that aims to become the leading network for frequent travelers with high value customers (generating high income) and to...

22 Nov 2010

The Marketing strategy behind Coca- Cola's Success

Thesis - 17 pages - Services marketing

In 1886, in Atlanta, Dr. John Pemberton, a pharmacist by profession, was experimenting with coca leaves and kola nuts in his lab to discover an effective remedy against fatigue. He came up with a great tasting beverage that would quickly conquer not just the local client base but an...

22 Nov 2010

Apple's marketing strategy - published: 22/11/2010

Case study - 3 pages - Services marketing

For a long time, products from Apple were not highlighted in advertisements in France. The launch of its new product, the MacBook Air, enabled the brand to connect to the people in France again. Billed as the world's thinnest computer, the MacBook Air has helped Apple in rebuilding...

22 Nov 2010

EasyMobile: An overview

Case study - 5 pages - Services marketing

One can see that the number of people who choose products based on their price tags has increased. The consumer has radicalized his behavior and is constantly seeking to compare prices and track promotions. This is a strategy that has been called the ‘takeover of consumption,' there is a...

22 Nov 2010

The French luxury industry in China

Thesis - 45 pages - Services marketing

China with a huge population of 1.3 billion opened its market to economic reform following the death of China with a huge population of 1.3 billion opened its market to economic reform following the death of Mao Zedong in 1978 and the subsequent accession to power by Deng Xiaoping. Based on the...

22 Nov 2010

L'Oreal's Communication Campaign

Thesis - 14 pages - Services marketing

This document aims to implement a communication campaign plan for the 100th anniversary of L'Oreal by taking all the steps of a marketing plan into consideration. The tools employed are: SWOT analysis, study of the goals and targets of the communication, to create a press campaign and...

22 Nov 2010

Market research: 'Amazon' from Hermes (2009)

Essay - 22 pages - Services marketing

"A scent is like a mirror of personality. We want to be different and individualistic. Scent is like a dress that reflects the personality of the person who wears the fragrance. This is a signature scent. A perfume is made of both good and bad odors. It is a balance of doses that...

21 Nov 2010

How can Unilever adapt its marketing policy to effectively counter price rise?

Thesis - 42 pages - Services marketing

My objective in pursuing a graduate course in a food company was to study the function of trade on a circuit outside home for a period of four months. Keen on studying a company policy different from those I has encountered during my previous experiences in the field of retail, my choice was...

20 Nov 2010

Case Analysis: Absolut Vodka - Managing Marketing Communications

Thesis - 5 pages - Services marketing

Much of Absolut's success can be attributed to chief executive Roux's marketing astuteness as he defied conditional marketing research data and transformed the adversarial environment into an opportunity. Similarly, what was an odd shaped bottle became Absolut's distinctive appeal and...