Zara Vs Mango
Case study - 42 pages - Services marketing
A few Spanish companies have succeeded in imposing themselves into the clothes retailing market, internationally. Indeed, most Spanish companies in this market do not have sufficient income to expand internationally. However, some of them have succeeded, surpassing the difficulties they met. This...
Business plan for floating shoes: launch of a new product in 2050
Business plan - 21 pages - Services marketing
The Sun Mountain Company proposes floating shoes to everyone. We plan to launch our product in the United States and Canada first and then expand it to the international market after 2 years. Mission and Strategy Statements At the very beginning, Sun Mountain was a distributor of mountain...
Dove
Case study - 6 pages - Services marketing
Media not only encompasses the choice of advertising medium (television, radio, newspaper, outdoor, direct mail, etc.), but also the creative strategy. The creative strategy determines what you want to say, how you will say it, and who you want to say it to. Dove Beauty is one example of...
Danone in China: How Danone developed a strategy to settle in the Chinese market
Case study - 20 pages - Services marketing
Danone is one of the leading international agro-alimentary companies in the world. The group wants to establish itself in the biggest market in the world: China. The problem confronting the group is to sort out the many cultural differences that prevent the group from developing its supply of...
Launch of the BMW 5 Series in Europe- Strategic Marketing
Case study - 25 pages - Services marketing
Here's announcing an overwhelming Enterprise opportunity: Replace the the old version of a 5 series and you could win an amazing market share -Market is flourishing with middle or high range cars and the competition is vast -Competition is top seeded(3A segment)- Either opt for a Renault or...
Bacardi vs Smirnoff
Case study - 35 pages - Services marketing
Founded in Cuba in 1862, by Don Facundo Bacardi, Bacardi has grown to become the world's leading producer of rum. When rum was first produced by distilling sugar cane juice, it was an unrefined, fiery drink that became associated with the sailors and pirates of the Caribbean seaports. When, Don...
The Garden Organic Restaurant: Business Plan
Business plan - 29 pages - Services marketing
The Garden, a trendy organic restaurant, and classified as a health food restaurant, will open in April 2005 in the city of London (England) on Jamaica Road. The Garden is a great place to eat, offering the blend of an intriguing atmosphere with excellent, tasty, original and good quality...
The Palm Pilot
Case study - 13 pages - Services marketing
Palm Inc. is the leading global provider of Personal Digital Assistants (PDAs) for both hardware and operating systems. The company sold its first PDA in 1996 and quickly established a leadership role in the PDA industry. In a span of four years, its revenues grew from $1 million to $564 million....
Levi's: The marketing strategy
Case study - 11 pages - Services marketing
Jeans symbolize America: initially, it represented the hero of the conquest of the West, the cowboy. It then joined another American myth: that of the cinema. Youngsters were fascinated by the jeans toting character played by James Dean in Fury of Living. Jeans were exploited thereafter by...
L'Oréal and the Metrosexual target
Case study - 12 pages - Services marketing
‘An urban male with a strong esthetical sense who spends a large amount of time and money on his appearance and lifestyle.' Like soccer star David Beckham, who has been known to paint his fingernails, the metro-sexual are not afraid to embrace their feminine side anymore. Mark Simpson...
Work experience report : Philips
Essay - 45 pages - Services marketing
The foundations for what was to become one of the world's biggest electronics companies were laid in 1891 when Gerard Philips established a company in Eindhoven, the Netherlands, to manufacture incandescent lamps and other electrical products. The company initially concentrated on making...
The music industry: industry analysis, the future of the paid content
Market study - 15 pages - Services marketing
Contents : Industry Analysis : flow chart, value chain, the vc2 matrix. Paid content : iTunes & Co, demand & deterrents. Future Scenario : tows matrix. Music industry: a complex system of product, information, and capital flows. Value chain: highly fragmented, thus high potential for...
Michelin and the Global Tire Industry in 1999
Case study - 15 pages - Services marketing
The threat of entry depends on the presence of entry barriers and the reaction that can be expected from existing competitors. Firstly, economies of scale in the production of tires represent an entry barrier for potential competitors, as the market leaders have high levels of production allowing...
Case study: Dior Addict and its launch in on the South Korean market
Case study - 18 pages - Services marketing
For this report, we have chosen to export a new product having a French branding origin which is within global reach. The export has been done to an Asian country (South Korea) which has a strong demand for the perfume "Dior Addict". Addiction does not hide its game or its intentions. The aim is...
Consumer behavior
Essay - 7 pages - Services marketing
This essay is going to focus on the 'age' variable. Marketers can segment their marketing in age subcultures, or support, its members who have shared childhood and young adulthood experiences that influence their customs, rituals, and behavioural processes. People of the same generation...
Longevity Healthcare Systems: Hunting for a marketing strategy
Essay - 8 pages - Services marketing
history that dates back to the mid ‘70s. Kathryn Hamilton and her husband have established a respectable company that originated from the need for long-term healthcare for their ailing parents. In essence, they have a good understanding for what families of long-term healthcare patients...
Blockbuster Entertainment Corporation
Essay - 7 pages - Services marketing
Blockbuster video is the undisputed king of the video-rental industry. The following comment made by Fran Bernstein of Merrill Lynch accurately describes Blockbuster's position. “Blockbuster stands alone in the video rental market in both size and ambition. One wonders where is the Burger...
The energy drinks market in Europe : a market for the future ?
Market study - 35 pages - Services marketing
The on-the-go market has witnessed continued, robust growth over the past five years and this shows no signs of abating in the next five years. The demand for on-the-go products has been set in motion by significant shifts in the underlying structure of socio-cultural and economic patterns. These...
Advertising planning: The Toyota Matrix
Case study - 24 pages - Services marketing
The central focus of the Toyota Matrix campaign is to create an interest for the car among the U.S. gay and lesbian population and to generate traffic to the car dealerships. The campaign is targeted towards gays and lesbians ages 18 to 34, who are interesting in stylish and appealing products...
Logos, pathos and ethos: Shifts in advertising techniques
Essay - 4 pages - Services marketing
Advertisement appeals to our most instinctive and irrational feelings. Who would think you can actually lose 50 lbs with the Ultimate Fat Burner and resemble the astoundingly beautiful young woman who advertises it? Who would think McDonald's employees are willing to give you fries and a...
Aubade on the lingerie market
Case study - 2 pages - Services marketing
Aubade has managed to become one of the most famous lingerie brands on the French market, basically owing to the impact of the publicity campaign led by Ann-Charlotte Pasquier since 1992. Aubade has always innovated without renouncing to the basics. Its product line kept to the basic shapes and...
Gillette, Indonésia
Case study - 8 pages - Services marketing
After entering the Indonesian market in 1971, Gillette with a 48% market share in 1995 became the market leader in its domain. Gillete was expected to acquire 50% of the market share by 1996. The high growth of Indonesian GDP, the rising incomes and increased consumer awareness enhanced...
The marketing of services
Thesis - 4 pages - Services marketing
Between the 1960's and 1980's, scholars such as Christian Grönroos and Leonard Berry began the study of a new specialized area of marketing: Service Marketing. (Bjerke and Hultman. 2002) Whilst some of the general principles of marketing can be applied to services, a new set of tools were needed...
Adult development theory
Essay - 4 pages - Services marketing
This research analysis is based on the research findings of Eleanor Drago-Severson, Deborah Helsing, Robert Kegan, Maria Broderick, Kathryn Port and Nancy Popp on Adult Development. It was conducted in the late 20th century and was based on a group of 41 adult learners from around the world who...
Implications of advertising
Thesis - 2 pages - Services marketing
Consider a method of persuasion that an audience would consider entertaining, experience about 3000 times everyday, and not even understand that they were being influenced. It almost sounds too good to be true. Amazingly, advertisers have mastered this technique, and the implications are...
Coca-Cola: Marketing strategy
Thesis - 3 pages - Services marketing
Perceived as a symbol of a mode of consumption that was imposed on the entire planet, Coca-Cola is certainly the best known company in the world. Figures from the Atlanta firm speak for themselves. In the market for soft drinks Coca-Cola holds more than half of the world market, with more than...
The lifestyles of the consumer: Marketing analysis, applications and outlook
Thesis - 7 pages - Services marketing
Nowadays the consumer is inundated with advertising from morning to evening. Advertisements abound on radio, television, print, on film, in the streets, in our mailboxes, on the internet, on our clothes; in shops etc. It was during the period between 1960-70 advertising became a determinant of...
Analysis of advertising a consumer product: Coca-Cola (2006)
Thesis - 2 pages - Services marketing
This campaign, based on a fairytale world, with a multitude of fantasy characters, invites consumers to choose the good side of things. It shows a young man putting a coin into a vending machine and, within the dispenser, the incredible world of Coca-Cola, which revolves around the famous bottle....
Crisis management: Michelin's crisis management during the Indianapolis Grand Prix
Thesis - 6 pages - Services marketing
Crisis management forms an important part of the communication process of a company, government and organizations. It is necessary to understand the ways and means on managing a crisis and communicate effectively during critical moments. This will play a role in the brand image of the company and...
The product: Marketing management - 11th edition Kotler & Dubois
Book review - 5 pages - Services marketing
Product determinants: the unit price is rather high, the purchase decision requires research information, the financial risk is high, there is a need for a specific product for a particular purpose. (Ex: car, major appliances). Differentiation: no option because there is no picture or no...
