Player in the international market: The introduction of Emmi energy drink
Thesis - 20 pages - Services marketing
As the leading Swiss maker of cheese and milk, Emmi hopes to continue being one of Europe's innovation leaders and trendsetters in the market of milk products. The brand expects to see an above average growth in the international markets over the course of a year and annual growth...
Levi Strauss Japan K.K.: a denim jeans market
Market study - 7 pages - Services marketing
Levi Strauss is a world renowned brand in the apparel industry. Its core product lines for men, women and youth are the LSJ brands of jeans and jean-related products. Facing a period of economic crisis in the Japanese market, Levi Strauss risks to lose its market shares. How can...
The difficulties to stay the leader on a market: The French Wine Industry and its fragile economic position
Market study - 34 pages - Business strategy
• Recent events: Numerous violent strikes were organized by the wine growers to draw attention to their difficulties; for instance, they demanded more assistance following the bad weather conditions that ruined the annual harvest. • A succession of demonstrations: It is a traditional...
The marketing audit of Tesco PLC
Dissertation - 50 pages - Management
The specific UK FTSE listed company selected for the purpose of dissertation is Tesco PLC. The report will create and develop a marketing plan for Tesco PLC in the medium term of one to three years. The creation of such a plan will require various elements. As such the report will clearly be...
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...
At the heart of the Lyon Silk market: Stakes and challenges of international prospects
Case study - 29 pages - Economy general
Our initiative cleary describe the historic interweavings between our city of Lyon and the international market of the silk. The story of the silk begins dates back to the Chinese tradition in XVIIth century BC and continues with three millenniums of exclusivity in the course of which...
Should Lipton leaf tea enter the Brazilian market?
Market study - 60 pages - Economy general
Western Europe, Lipton's biggest market, shows a poor growth outlook in the tea market. The brand and other tea brands of Unilever are also present in other markets where the sales outlook is better, but are almost absent in Latin America with a unique presence in Chile....
International marketing strategy of L'Oréal Paris
Case study - 8 pages - Services marketing
Till date, L'Oreal has been the world leader in the field of cosmetics. In recent years, the group saw its market share and reputation grow successfully through its development strategies built around two main areas: a policy of hyper-innovation and the creation of a broad portfolio of...
Strategic marketing: The brand image functional to Nissan
Case study - 7 pages - Business strategy
Nissan is a Japanese motor company that was founded in 1911. It operates in many countries and employs more than 185,000 workers around the world. Its 2008 sales were worth $1.52 billion USD, and Nissan produced 3,395,065 cars in the same year. Nissan is one of the Japanese biggest automotive...
Philip Morris International's global strategy: Comparative cases of French and Chinese market
Thesis - 22 pages - Business strategy
In 1954, the US Tobacco company Philip Morris started to develop its sales activities overseas by choosing an accessible market not so far from USA by creating an affiliate society in Australia. In 1955, PM Overseas was born and was established as an international division. Today, Philip...
Internet: A new pillar for the marketing of large distribution
Dissertation - 47 pages - Services marketing
Initially founded as the Arpanet, for military purposes in 1969, for some time, the Internet was reserved for researchers and academics. It functions primarily through a computer network connecting millions of computers to access and share information. Since the 1990s, the Internet has been...
The link between financial reporting and capital markets: Evaluating the extent of development and use of International Accounting Standards
Essay - 4 pages - Accounting
“As capital markets play an increasingly central role in today's modern economies, policy-makers are confronted with the question of how to assure the continued effective functioning of these markets and, in particular, how to develop a sound financial reporting...
Cultural differences in business and comparison between the American, English and French management style
Essay - 6 pages - Business strategy
Progress in telecommunication and transportation technologies has resulted in unprecedented growth in international trade in general and transatlantic trade (between the European Union and North America) in particular. As a result, Europeans and North Americans often interact to negotiate...
Calvin Klein - Market study of US operations
Market study - 10 pages - Business strategy
"Calvin Klein's love for fashion was seen at a very early age when he started taking interest in sketching and sewing. Born on 19 November 1942, after graduating from the Fashion Institute of Technology in New York, he began working as a trainee making coats in European style of fashion. However,...
Is ethno marketing both moral and useful?
Case study - 29 pages - Services marketing
I.1.A What is an ethnic group? The expression “Ethno-marketing” is frequently perceived bad. The term “ethnic” only refers to a racial concept and to skin color for a lot of people. This conception is clearly not neutral in the European market. So, it is essential to...
Financial markets in Emerging Economies: Comparison with developed economies
Essay - 12 pages - Economy general
The financial markets of emerging economies have seen a huge growth in the last few years. These markets are attracting large investments from the developed world, especially because of higher expected return. At the same time; investments in emerging markets are considered...
The Lead User Method: A solution to improve new product success in rapidly changing markets?
Dissertation - 77 pages - Services marketing
Innovation, a crucial dilemma to be successful. Innovating is crucial for a company in order to satisfy its customers ‘expectations and to cope with the competition in a market place which is everyday more and more challenging. However, coping with the competition doesn't mean...
Nokia, its strategies and its wrong Marketing Mix in the case of the N-Gage
Case study - 24 pages - Services marketing
When approaching this assignment, the second topic attracted us given its interest and the challenges it represents. We wanted to study a successful and well known company, constantly looking for new markets and offering new variants of known devices, to find out what a wrong Marketing-mix...
Societal marketing concept - Discussion on the different ways by which organizations can become more ethical and socially responsible in their marketing activities
Thesis - 7 pages - Services marketing
Consumers have shown an increasing interest in ethical issues over the last few years. Consequently, ethics has become particularly relevant in marketing, as it represents the interface between the company and the customers. This paper discusses the different ways in which an organization can...
Air France : Marketing and communication report (2006)
Case study - 37 pages - Services marketing
As part of the Marketing Communication project, a team comprising Antoine Cadoret, Nicholas Dawson, Charlotte Fouquet and Stephanie Mazel decided to conduct a study of the communication mix of a European leading airline company: Air France. The purpose of this project is to explore and analyze...
The evolution and implementation of the marketing concept
Thesis - 7 pages - Services marketing
Since its introduction in 1950's the marketing concept has been criticized, broadened, and blamed for the current decline in the competitive world. Have critics failed to recognize what marketing concept really is? The Marketing Concept was created in the 1950's just after the World War II, more...
Global Youth Culture: A Cross Border Market
Thesis - 13 pages - Services marketing
I think it may be useful to remind that however we are acting on a domestic or a global market; we always have to keep in mind that according to Wedel, M. and Kamakura, W A. (1998) an efficient segment should be: Identifiable, Sizeable, Accessible, Stable, Responsive and Actionable....
Markets and the Evian strategy
Case study - 32 pages - Services marketing
The bottled water market is dominated by two large companies: Danone and Nestle. But they themselves act as umbrella companies that include numerous different brands. Currently, Nestle is the largest, as it owns Perrier-Vittel SA, which is composed of a greater number of brands than...
Sensory marketing: Case study
Essay - 39 pages - Services marketing
Today's companies experience more difficulties in differentiating themselves from their competitors, consumers are increasingly volatile and the product itself is no longer enough to satisfy them. In this context, sensory marketing has developed and has shown its advantage as far as signs are...
Sensory marketing - using the 5 track senses
Essay - 15 pages - Services marketing
Almost our entire understanding of the world is experienced through our senses. Our senses are our link to memory and can tap right into emotion. A bright fresh spring day has a particular smell to it. Manufacturers try to bottle this feeling of life's renewal. Then the marketers use the...
Marketing challenges when targeting developed markets: How to overcome them?
Essay - 10 pages - Services marketing
Over the past decade, many Asian companies have established branded products in several emerging markets (consumer electronics industry or domestic appliances for example). But nowadays, the next challenge is, for emerging market companies, to establish branded products in developed...
Competitive strategy and value creation in relationship marketing
Thesis - 5 pages - Business strategy
This paper considers how relationship marketing can be utilized in corporate strategy to facilitate value creation and increased customer satisfaction. The meaning of relationship marketing and the purpose of various relational frameworks such as the ‘relational spectrum', the...
Strategic Marketing Plan: Case Zara
Case study - 16 pages - Business strategy
Founded by Armancio Ortega, the first Zara shop was opened in downtown Coruna in Spain in 1975. With this brand, he wanted to create stylish clothing inspired by the great fashion houses but at affordable prices. The brand proved to very successful and led to the creation of the company Inditex...
Toyota: How trade barriers can affect the firm's strategy in terms of marketing operations
Thesis - 10 pages - Economy general
Automotive industry is recognized as one of the most global of all industries. “On a global level, the assets of the top ten multinational automotive enterprises represent 28% of the assets of the world's top 50 companies, 29% of their employment and 30% of their total sales. In 1999, four...
International marketing report: Burberry
Market study - 35 pages - Business strategy
For the purpose of this report, the analysis of the product element of the marketing mix will incorporate the analysis of the product itself and its design, brand, packaging and positioning across international markets. Positioning - In this case, positioning can be considered the most...
