Market definition - Theory and case study
Essay - 7 pages - Services marketing
The market is referred as the group of organizations or consumers that have an interest in certain product either from supply or demand side of it. “The definition of the relevant market is an important initial step in establishing whether a particular firm qualifies as dominant”...
Chocolate industry in India
Dissertation - 49 pages - Business strategy
Chocolates began during the times of the Mayas and the Aztecs when they beat cocoa into a pulp and made bitter frothy chocolate out of it. They first became popular in Europe in a highly unrefined form. Then the Hershey Food Company was the first to bring out chocolates in the currently popular...
Can Tesco expand and succeed in North America?
Case study - 30 pages - Business strategy
In the first part of this report we evaluated Tesco's international expansion to date, taking their main global competitors into consideration. Results showed that Tesco has one main strategy that they use to approach international markets. Although, the company uses a different entry...
Easyjet competitive advantage
Case study - 9 pages - Services marketing
The objective of the report is to bring out the competitive advantages of EasyJet through an in-depth analysis of EasyJet, its main competitor Ryanair and its environment. In the later part of the report, we will demonstrate these competitive advantages. The report reveals that its two...
Tesco Case Study
Case study - 23 pages - Business strategy
To understand the essay, it will be useful to consider the environment of the national market. Indeed, it will be helpful to understand why environmental influences are particularly significant in the future of a company and its competitors. So, 'a dynamic PESTE analysis can be done in...
Starbucks
Case study - 8 pages - Business strategy
The purpose of this memo is to study Starbucks' strategy. Firstly, the business is analyzed to understand what kind of company Starbucks is, then the PESTEL analysis is implemented to figure out the environment of the market. After establishing a general overview of the internal and external...
The VSM Group: Company analysis
Case study - 8 pages - Management
VSM group has been developing, manufacturing and selling household sewing machines for more than 130 years after its first sewing machine was launched in 1872. It became an independent company after it was divested from Electrolux and acquired by the investment fund, Industri Kapital in 1997....
Business plan for the start-up of a clothes shop in China: Frenchy
Business plan - 21 pages - Services marketing
We are going to launch a new brand in the most famous emerging market in the world: China. The concept is to launch a semi-luxury clothing company with the brand name ‘Frenchy'. Our objectives are very simple; we want to open a French clothing shop in China, because this market is growing...
Study case : Sanofi Aventis
Case study - 28 pages - Business strategy
Over the past few years, Sanofi-Aventis' strategic decisions have enabled the company to reinforce its leadership in the international market. The company has grown by merging with competitors, it has increasingly invested in R&D, reinforced its presence in the major markets (the United...
The relevance of Michael Porter's 5 forces model to modern day business
Essay - 9 pages - Services marketing
In 1979, a new model was developed for the industry analysis and for the business strategy development: Porter's 5 Forces model. This framework is named after its creator Michael Porter who is a university professor specialized in strategy at Harvard Business School. The model was published for...
Burger King in South-Africa
Case study - 14 pages - Services marketing
Burger King was established in 1954 in Miami, Florida, by James McLamore and David Edgerton. They were among the pioneers of fast food. The Whopper , launched in 1957, was an instant success, and is today the emblem of the brand. Burger King quickly distinguished itself by its unique taste and...
Panera bread company
Case study - 8 pages - Business strategy
Founded by Louis Kane and Ron Shaich in 1981, Au Bon Pain Company was the forefather of Panera Bread. After many years of success in St Louis, Missouri, the Company grew up fast and now Panera Bread Company represents 1,027 units in 36 states and is one of the dominant restaurant operators in the...
Strategic analysis of Ferrero
Case study - 7 pages - Business strategy
Chocolate confectionery accounts for 58% of the market value of French confectionery. It reaches a value of 2, 26 billion. Ferrero has a large market share of the chocolate confectionery market; approximately 22 % by value; but it does not dominate that market as much as it dominates the market...
Globalization: Knowledge-based economy in Europe
Tutorials/exercises - 31 pages - Economy general
It is a fact that today's European economy is strongly impacted by globalization. European firms have the opportunity to go to the global market. In order to be successful and to achieve a local and international development, those companies have to adapt and to reinvent their strategies. The...
Marketing of the 21th century: EcoATM, the French recycling market
Tutorials/exercises - 20 pages - Business strategy
EcoATM is a very young enterprise with good respect of the environment. Their main idea is to develop in the United States for the moment an ECycling machine. It's a machine in which you can put your electronic wastes. In exchange it gives you money. You can choose to keep the money or to give it...
The Google case: Who can dethrone this leader of the industry?
Case study - 17 pages - Business strategy
We begin by studying the situation of the e-services in Google and a thorough analysis of its business model to explain its success. Secondly, we examine the leading position of Google, particularly by analyzing the strategic map of this industry, to examine the limits of this leadership with...
Strategy and organization of the Ford group
Thesis - 14 pages - Business strategy
While developing a strategy, a company no longer considers each supplier, customer or competitor as enemies who will undermine its immediate benefits. Automakers around the world now share this vision, which is why they have completely changed the nature of their relationships with their...
The marketing mantra behind Coca- Cola's success
Case study - 14 pages - Business strategy
It is essential for a company to anticipate the reaction of its competitor before making a strategic decision. A strategy can be deemed effective based on the reaction it generates from the competitor. The essence of strategic thinking involves anticipating every move of the...
Benetton: Strategic evaluation
Case study - 39 pages - Business strategy
Benetton is an internationally recognized empire. In this document we are going to discuss about different strategies of group development and the current status of Benetton and its holding company, Edizione. Benetton and Edizione are groups in a perpetual pace of growth. It is difficult to...
Strategic study of Decathlon
Case study - 36 pages - Business strategy
For over a decade, the retail brand Decathlon, has been the European leader in the retail market for sporting goods. This dominance manifests itself in France as the popularity of the slogan: "A background form” and the growing number of superstores located mainly in the outskirts of cities,...
Features of Coca-Cola Zero
Case study - 8 pages - Services marketing
There's always room a person's refrigerator for a bottle of Coca-Cola, the real cola of the U.S. The birth of a new version, the Coca-Cola Zero, has caught the attention of the market. In addition, the new drink is the pillar of the new range of the Classical and Light versions and is a...
The strategy marketing of IBM
Case study - 12 pages - Services marketing
IBM (International Business Machine Corporation) is a multinational U.S. industrial house created in 1911 in the United States. Its principal activities are the design of hardware, software and computer services. Its purpose is to provide the best computers by applying specific marketing...
The Audi company and its launching of a model of cross-country vehicle
Case study - 8 pages - Services marketing
The Volkswagen Group of France SA is a subsidiary that was created in 1960. Today it is the largest importer of cars in France. This company holds a significant market share in France, and accounts for 10.2% of it. In 2006, it achieved a turnover of 4.5 billion Euros. The group holds five brands....
Strategy marketing of the Zara group
Case study - 28 pages - Services marketing
The clothing industry represents a steady 6%- 7% of household incomes. The sector is inevitable, and everyone from the most affluent to less affluent, spend the same share. However, the textile market is primarily a volatile sector, subject to seasonality and fluctuations of fashion. Furthermore,...
iPad, the new star product of Apple's strategy to reach China's market
Dissertation - 10 pages - Management
This is a study about the international marketing of Apple for the product I Pad in China. This analysis is divided into three parts. The first one deals with the environmental scanning of the brand. We initially propose a presentation of the company, and then present a strategic diagnosis with...
Strategic management of De Beers
Essay - 18 pages - Management
In 1888, De Beers Mine appeared following the emergence of global monopoly of De Beers over 90% of the prevailing world market for rough diamonds for over a century. In 1933, Ernest Oppenheimer founded the Diamond Corporation Ltd., which includes most of South African producers and the Central...
Analysis on the group of JC Decaux SA
Case study - 16 pages - Business strategy
The group JC Decaux invests on an average of about 200 million Euros each year to fund its growth. It is important to note that the investment turns primarily to urban furniture as the detriment of other areas of strategic activity. This seems consistent strategy for several reasons: the group...
Internationalization with a concrete example of the IKEA group
Case study - 70 pages - Finance
In specialty marketing and strategy management, in order to acquire the basic knowledge necessary for any manager, we studied the strategic concepts and phases of internationalization of a large group of Sweden: IKEA. Thus, by using personal research and theoretical concepts seen in class, we...
Strategic Operation Issues
Case study - 10 pages - Business strategy
Conducting competitive differentiation in contemporary business environment is becoming a challenging target to run into for most organizations, with the rivals speedily closing the previously existing gap. In practice, enterprises must now deal with the potential threat arising where...
Case study of Haribo
Case study - 23 pages - Services marketing
The confectionery sector is a highly competitive industry in which producers of candies must demonstrate great creativity and a keen sense of innovation to differentiate themselves from competitors. In 2002 this sector produced more than 212 000 tons of confectionery, which reflected an...
