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29 Sep 2010

Gillette Power Fusion Phenom: Analysis of the marketing strategy

Case study - 3 pages - Services marketing

In the initial days, if one dates back to the history of the safety razor, it is to be noted that it was not until 1901, that the American Safety Razor was founded by King C. Gillette. However, since 1971 the brand is owned by the international group of Procter & Gamble. Currently the...

29 Sep 2010

SWOT Analysis - Monoprix

Case study - 3 pages - Services marketing

Monoprix is the first retailer in the down towns of big cities in France. Indeed, Monoprix is present in 80% of the cities of more than 50,000 inhabitants. - Growth in sales: Monoprix's turnover increased by 4.4% in 2006 and by 3.5% in 2007 reaching a level of 3.56 billion Euros. Its...

29 Sep 2010

Hypermarket's struggle against the development of hard discount in France

Essay - 9 pages - Services marketing

This dissertation is directed towards the retail world of France. The study is undertaken for the final term of this academic year's research project. To make the topic of study as dynamic and interesting as possible, I have presented a suitable title for the dissertation....

29 Sep 2010

The Dasani brand and its positioning - A case study to improve the brand image

Case study - 48 pages - Services marketing

portfolio. Successful in the United States and other parts of the world, the company has both positive and negative points. Even though Dasani is a successful brand, it is currently undergoing a difficult time with its marketing strategy and communication mix with respect to its target market....

29 Sep 2010

Segmentation: A global framework or a local necessity? Case study - L'Oreal

Case study - 42 pages - Services marketing

This case study analyzes L'Oreal segmentation in the worldwide markets of Hair Care Products. The specific product segments analyzed are shampoos and other hair care products (deep conditioner hair care, cream conditioner, conditioning cream for hairstyle etc.). The report provides separate...

29 Sep 2010

Royal Canin Case Study

Case study - 15 pages - Services marketing

Royal Canin symbolizes the love of pets, especially cats and dogs. It's the history of a will to improve dogs and cats nutrition to fit better with their needs and specific problems. It was founded in 1967 in a village of Gard, France, by the French veterinary surgeon Jean Cathary. The...

29 Sep 2010

Case study: Marks & Spencer

Case study - 12 pages - Services marketing

For over a century now, Marks & Spencer (M&S) has been one of the best-known British retailers. Since 1884, M&S has developed a traditional brand image of quality. However, since the end of the familial reign, M&S's results have declined little by little because of, among other things,...

29 Sep 2010

The consumer behaviour

Case study - 27 pages - Services marketing

Nowadays, more and more students decide to study abroad in order to enhance their language abilities and discover new cultures and lifestyles. As a French student who lived and studied in Paisley for a year, the author is aware that going abroad to study is an important and difficult decision to...

29 Sep 2010

Caroll in China: strategic marketing plan

Case study - 22 pages - Services marketing

With an economic growth of nearly 10%, China looks very attractive to a lot of companies today. The emergence of a strong middle class characterized by a high purchasing power makes opportunities plentiful. However, China's huge market is much more complex and specific than western ones. That...

29 Sep 2010

The water market : actors and strategies

Market study - 26 pages - Services marketing

Nestle and Danone are the two main players in the bottled water segment market in the world, competing against each other in certain markets, whereas differentiating from each other in others. Before discussing the environment in which these two companies are evolving, first will shed light on...

29 Sep 2010

Case study: Airline industry

Market study - 9 pages - Services marketing

After deregulation, many carriers came into the airline industry to compete against the main airline companies. Why and in what way could these entries be successful? Government Regulation was the main barrier to entry in the airline industry. To regulate prices and stability of this industry,...

29 Sep 2010

Confiture Bonne Maman case

Case study - 3 pages - Services marketing

Jam is a food product that has graced supermarket shelves and our dinner tables with equal elan since time immemorial. Indeed, it is quite easy to produce: a combination of 50% fruit and 50% sugar. That is why it is complicated to differentiate a brand from another to get a competitive advantage....

29 Sep 2010

Danone: distribution and retail strategy review

Case study - 11 pages - Services marketing

For decades, fast moving consumer goods (FMCG) manufacturers have focused most of their marketing efforts, expertise and funds on their end-targets who are the consumers. The successive laws addressing the relationship between retailers and manufacturers in France have encouraged the food retail...

29 Sep 2010

Sales Promotion of Red Bull in France and China

Case study - 14 pages - Services marketing

It seems interesting to analyse Red Bull, as the company uses unique methods of marketing. The brand relies on buzz marketing and word of mouth. The company, which is already established in 144 countries worldwide, launched its famous beverage in France. Most of Red Bull consumers...

29 Sep 2010

International marketing communication: Absolut Vodka case

Case study - 7 pages - Services marketing

We decided to study Absolut Vodka which constitutes the third largest international spirit in the world. Absolut Vodka is a Swedish brand belonging to the public group Vin & Spirit. It is very successful and famous for the quality of its vodka and also for its special position in the...

29 Sep 2010

Market evolution of luxurious products and service

Market study - 8 pages - Services marketing

The global luxury goods market has today, reached a peak. “We estimate the market of new luxury products and services to be $400 billion, growing at an annual rate of 15 percent” says Silverstein. According to Keane & McMillan (2004) “spending on luxuries (in...

29 Sep 2010

Marketing plan for Caudalie products in Saudi Arabia

Case study - 55 pages - Services marketing

Caudalie, founded in 1993 by two people: Mathilde Bernard Thomas and Professor Vercauteren, features products made from grape pips (from wine producer: Laffite), which are considered to be highly beneficial for the skin. Two years later, the duo launched their first range of products....

29 Sep 2010

In-store versus online visual

Dissertation - 117 pages - Services marketing

The purpose of this dissertation is to identify the differences and similarities of in-store versus online visual merchandising in the fashion industry and the representation of accepted high street techniques in the 2D online world, and their effects on consumer behavior. In order to achieve...

29 Sep 2010

Car rental industry

Market study - 6 pages - Services marketing

The history of the car rental industry is almost as old as the history of the car industry. The first car rental was done with the first real mass-produced car: The "Ford T" by a man called Joe Saunders who rented his car for ten cents per mile, using a mileage counter. In 1925, Joe Saunders had...

29 Sep 2010

Global industry study : H&M

Case study - 22 pages - Services marketing

The aim of this International Marketing survey is to present the international operations of a global brand and to confront them with our international marketing lessons. The company we are going to study is Hennes & Mauritz AB (H&M). Before analyzing all the international operations of...

29 Sep 2010

Fast Fitness, e-marketing plan

Case study - 19 pages - Services marketing

Fast Fitness is a small player in the fitness industry with 2.2% shares of the market. Started in 2006 in the urban area of Sydney, Fast Fitness subscribes to the new trend of wellbeing and it is well acknowledged that Baby Boomers, Generation-X and especially females are drawn towards this...

29 Sep 2010

SWOT Analysis - McKinsey

Essay - 3 pages - Services marketing

For the purpose of this paper, McKinsey And Company is considered as a brand. The SWOT analysis is done within the context of the presumption that McKinsey has a very strong brand identity as a management-consulting firm. As both the internal and external factors are considered throughout a SWOT...

29 Sep 2010

Comparative analysis of loyalty programs at Orange and Vodafone Romania

Case study - 22 pages - Services marketing

Our study is a comparative analysis of the loyalty programs promoted by two of the largest Romanian mobile network companies, Vodafone and Orange. After briefing on the subject of loyalty programs and their functions in the case of a company, we have presented the generalities of the loyalty...

29 Sep 2010

The Global Portable Media Player Industry

Thesis - 5 pages - Services marketing

A portable media player (PMP) is an electronic device that allows the owner to store, organize and play audio files as well as to view images and videos. The data is usually stored on a hard drive or a flash memory, enabling the storage of all kinds of files as on a USB flash drive. The PMP can...

29 Sep 2010

What is the relevance of Michael Porter's five forces to modern day business? Give examples and show current reading to support you proposition

Essay - 10 pages - Services marketing

Porter's 5 forces analysis is a tool of strategic analysis of the competitive environment of a firm. Porter's 5 forces determine the competitive intensity and therefore attractiveness of a market. Indeed, the main objective of a company is to acquire a competitive advantage on its market....

29 Sep 2010

Reebok's case:" In pursuit of generation X"

Worksheets - 5 pages - Services marketing

Nowadays, competition is between companies very important. It is very important to distinguish one's company from the competitors, not only concerning the products but also advertising, in order to seduce the consumers. The brand must be innovative in order to win market share and increase...

29 Sep 2010

Marketing plan for Caroll in China

Case study - 9 pages - Services marketing

In this document we will present a brief marketing plan for Caroll. The firm would like to have a foothold on the Chinese market. As tool, we will use some common instruments such as B.C.G. Matrix, Ansoff Matrix or the well-known 4P's as well as Porter's five forces. An overview of Caroll Caroll...

29 Sep 2010

Tesco and the organic market

Case study - 11 pages - Services marketing

Tesco is the leading retailer in the United Kingdom, and one of the largest food retailers in the world. It is not limited solely to the food market and has expanded into areas such as electrical goods and clothing. Tesco has its headquarters in Hertfordshire and employs about 318,300 people. The...

29 Sep 2010

A new sunscreen line in Kuwaiti market

Case study - 15 pages - Services marketing

In Western countries, the photo damage created by the sun is a public concern. People are encouraged by governments to heighten of public awareness of the risk linked to sun exposure. The use of sunscreen as one of the ways to protect the skin against its alteration on a short or long term is...

29 Sep 2010

International marketing: Vina San Pedro

Market study - 18 pages - Services marketing

The following paper is dedicated to design a marketing plan to expand the Chilean wine company "Viña San Pedro" in France. Chilean wine has an image of quality over the world and is now competing against French AOC Wines. The company is the second largest producer in Chile and is represented in...