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29 Sep 2010

Ryanair, a model of competitive advantage?

Case study - 8 pages - Services marketing

Globalization is the "name for the process of increasing the connectivity and interdependence of the world's markets and businesses" (investorwords.com). The internationalization of trade gives to worldwide companies opportunities to grow, increase their market share and become more...

29 Sep 2010

Launching of the store Ikea in India

Case study - 7 pages - Services marketing

I have decided to develop Ikea in India, and think that it would be interesting to focus on the following questions: How will IKEA's products and services integrate into the Indian market? What adjustments are or will be necessary to enter the Indian market of furniture? What threats from...

29 Sep 2010

PESTEL and SWOT Analyses - Qantas

Case study - 4 pages - Services marketing

Qantas is one of the oldest and most recognized long distance airlines in the world. The company was founded in Queensland on November 16, 1920 by two veterans of the First World War: Lieutenants Wilmot Hudson and Paul McGinness (Qantas, 2008). After a long period of state ownership, and the end...

29 Sep 2010

International management in the chinese market (2009)

Case study - 9 pages - Services marketing

We present the case of the entry of eBay on the Chinese market and discuss the company's strategy. The case pertains to the period between 2002 and 2006, during eBay's entry on the Chinese market when it had adopted several different strategies in order to tap and snatch a share of the Chinese...

29 Sep 2010

Strategic Intelligence Report - NSW, Australia

Case study - 14 pages - Services marketing

NSW boasts exceptionally diverse and preserved natural and cultural tourism potentials. This is a valuable asset that must be maintained and protected so that in the long term it may contribute to the development of tourism. Tourism needs to become one of the basic generators of development. Even...

29 Sep 2010

What's the future for biological cosmetics in France?

Market study - 7 pages - Services marketing

Biological cosmetics know a recently very fast growth, so they constitute a new market segment. Many brands of cosmetics like Loreal want to increase their market shares thanks to this new segment. What's the future for biological cosmetics in France? In the first part, I will see...

29 Sep 2010

Natura Pura business plan

- 23 pages - Services marketing

Natura Pura is a company that was established in 1999 in Portugal. Natura Pura produces and sells textile products (home textiles and clothing) made of natural fibers. In the beginning, the first strategic goal established was to develop in the foreign market, which was a strategic vision of the...

29 Sep 2010

Google strategic management : Internationalization and diversification

Case study - 20 pages - Services marketing

Founded in 1998 by Larry Page and Sergey Brin, "Googol" meaning "follow-up of 100 zeros" is a mathematical term. This number makes it possible to symbolize the incredible number of Web pages listed on Google. Google is one of five most popular Internet sites in the world. In the USA it is the...

29 Sep 2010

Sephora Men

Case study - 12 pages - Services marketing

In the current scenario, worklife has become stressful. Indeed, the business is getting competitive and difficult to deal with, owing to globalization and multi cultural approahces along with the development of the entrepreneurial spirit and the fact that monopoles are now very rare, as costs and...

29 Sep 2010

Business tourism market of Paris

Market study - 11 pages - Services marketing

Since the beginning of the first trade shows, direct contact has emerged as the best way to communicate. The development of IT has enhanced this trend. Virtual contacts can stimulate or initiate physical meetings however in any case, they cannot be substitutes. This explains the massive growth of...

29 Sep 2010

Organic cosmetics market in Europe

Market study - 113 pages - Services marketing

The European market for natural cosmetics is a dynamic market. The organic cosmetics segment is no more a niche market in Europe and has gained marketshare in the classical cosmetics segments. It has grown at double digit speed (30-40% for France, the fastest growing market). As a consequence,...

29 Sep 2010

Thesis Proposal: The Utilization of Endorsers in Marketing and Advertisement, and Their Influence on Consumers

Essay - 4 pages - Services marketing

Companies are using endorsers to market, advertise and promote their products and services. These endorsers have a real and proved influence on the consumers and in adequation on their consumption habits. It is frequent to see celebrities on advertisement, for some big companies, which can afford...

29 Sep 2010

Waitrose's marketing strategy

Case study - 27 pages - Services marketing

Supermarkets are becoming more competitive due to the increased amount of buying needs of customers. They try their best to attract customers by researching market demand, re-creating their marketing strategy and identifying their marketing positioning to satisfy their customers. A marketer has...

29 Sep 2010

Company and Brand Overview: Absolut Vodka

Case study - 19 pages - Services marketing

Absolut Vodka is one of the famous brands of V&S Absolut Spirits, a branch of the Vin & Spirits group. V&S is the third most popular alcohol drinks group in the world, after Diageo and Bacardi. It is a Sweden government-owned conglomerate founded in 1917 to regulate the country's...

29 Sep 2010

Hilton Hotel Sydney

Case study - 7 pages - Services marketing

Hilton Sydney (commonly known as Hilton) is a five star luxury hotel focusing on excellent service and glamorous accommodation; it has won awards for its restaurant, Glass and its trendy bar, Zeta Bar (Hilton, 2009). Moreover, Hilton is Sydney's largest hotel fitness center and boasts of an...

29 Sep 2010

Organic clothing: a change in behaviour - analysis of marketing campaigns

Case study - 4 pages - Services marketing

As consumers become more concerned about the social, environmental and ethical impact of their decisions and actions, the consumer behaviour has changed dramatically (Ramberg, 2007). Consumers has started to accept and purchase organically made clothes, thanks to the campaign of eco-friendly...

29 Sep 2010

AB Inbev : international marketing strategy

Case study - 8 pages - Services marketing

One of the biggest trends in the global beer business has been the steady rush by the bigger brewers to establish links with local market leaders and build strong global networks to leverage the advantages of scale. Another top priority for leading brewers has been to plant footholds in markets...

29 Sep 2010

Marionnaud - Risks and Opportunities that a Potential "Repreneur" Needs to Take Into Consideration for a Good Development

Case study - 3 pages - Services marketing

Marionnaud is the first company in perfume business in France (with more than 20% of the market share in the French market) and the second in Europe. The company places customers on the center in accordance to the company's interests. Mr Frydman heads the company. He is very close to its...

29 Sep 2010

Integrated Marketing communications

Worksheets - 2 pages - Services marketing

Integrated Marketing communication is a marketing concept that implies that two and two equal 6, that is to say that all parts together have a greater value than each part taken individually. That's the idea of synergy. It is a new way of looking at the whole and realigning communications to...

29 Sep 2010

What is marketing communications?

Essay - 4 pages - Services marketing

Through this document we will try and understand what is implied by marketing communications. I have divided my presentation into five parts. First of all we'll go through a couple of definitions. Then we'll talk about the components of the marketing mix and marketing environment. In the...

29 Sep 2010

Jetstar product development report

Case study - 7 pages - Services marketing

In the current scenario, aviation industries have survived global economic challenges through internal restructuring and rebranding (Franke, 2007). The face of the industry is changing as it is restructuring its routes and distribution channels, reducing staffing levels, outsourcing core...

29 Sep 2010

An analysis of how France could be branded to sustainability attract Chinese tourists

Case study - 37 pages - Services marketing

To underline the importance of the brand image for branding a destination, this report follows an analysis of France's images and stereotypes as a destination. Where it has been defined that France benefits from a largely positive and attractive image, it has been seen that some weak points...

29 Sep 2010

The International Marketing Strategy of Sanofi- Aventis in Japan, New Zealand and Nigeria

Case study - 31 pages - Services marketing

The message conveyed by the pharmaceutical major that Sanofi-Aventis is the slogan "Because Health Matters?. The communication will be the same in all countries but the emphasis of the message that Sanofi-Aventis is trying to get across with the techniques mentioned above will be the same in...

29 Sep 2010

The Smart Car entering the US Market

Case study - 16 pages - Services marketing

The Smart car brand has seen great success in France over the last several years. Through our research, we have found that Smart has enormous potential in the United States' automobile industry. Thus, we have created a marketing plan that outlines the strategies and tactics that Smart brand...

29 Sep 2010

Dr. Oetker - Sucess story of a brand

Case study - 27 pages - Services marketing

Pharmacist Dr. August Oetker invented the "Backin?, a baking powder. Its advantage was that it was durable and tasteless. That is why it is easy to handle for private households. The number of homemade bakery products increased due to this invention. In 1900, it was exported for the first time....

29 Sep 2010

Global Forces and the European Brewing Industry

Market study - 4 pages - Services marketing

This case study focuses on the brewing industry which developed in Europe. Because of the growing pressure in the global market, this industry is currently rethinking its strategy in order to strengthen the brand images and ensure the development of major firms. Consumer needs are changing and...

29 Sep 2010

The rise and the fall of the Baan Company

Case study - 14 pages - Services marketing

This case study focuses on the rise and fall of Baan Company which developed in the market of software technology. Baan was one of the leaders of the market in the beginning, but it crashed in 2000. Initially, Baan was especially strong with its manufacturing module, SAP with its finance module...

29 Sep 2010

Business Plan: Renault

- 13 pages - Services marketing

Renault was founded in the early 20th century, and over the years, has a huge historical legacy. From its beginning, through the two World Wars to the present day, the brand has cemented itself in French History. Presently, Renault is involved in a partnership with Samsung and Nissan Motors....

29 Sep 2010

Sony : the launch of the MiniDisc

Case study - 5 pages - Services marketing

This document focuses on Sony's use of a “Global Localization” strategy during the launch of the MiniDisc in 1992. Sony is a leading Japanese consumer electronics brand (Case study, graph, p. 2), known through its universal and language-free brand name “Sony”. Its...

29 Sep 2010

Standardization versus adaptation of international advertising strategies : towards a framework

Book review - 10 pages - Services marketing

The purpose of this article by Papavassiliou and Stathakopoulos was to create a framework capable of detailing the environmental determinants that affect the degree of standardization or adaptation needed in international advertising decisions. Some studies argue that a standardized...