IKEA: International Marketing Strategy (Brazil's example)
Case study - 11 pages - Services marketing
This document outlines IKEA's international marketing strategy with specific reference to Brazil. Brazil has no cultural conflicts and is an untroubled multiracial society that respects all immigrants and religions. Politically, the country is a conflict-free democracy with stable public...
Burbery - Company analysis
Case study - 12 pages - Services marketing
The story of Burberry started in 1856 when Thomas Burberry, a 21 year old draper's apprentice, opened his own store in Basingstoke, Hampshire. In 1880 he invented the famous gabardine now associated to the Brand's name in customer's unconscious. Burberry was an independent company...
Red bull - Case study
Presentation - 25 pages - Services marketing
New wings to build brand equity: In the "Functional food" category, 70% of the market share was in the "stimulation drink" category in 2001. This amounted to $940 million. Marketing Expenditures in the same year were $245 million (25%). In a 250ml can of the drink, one can taste Red Bull's...
Advertising in Sport
Essay - 10 pages - Services marketing
Today, sport occupies an important place in the advertising arena. However, it was not the same before. This connection appeared in the middle of the 1980s. Indeed, the public investment has been huge in sports where people came together such as in the case of the football and tennis. In the UK,...
The Oakley Company
Case study - 13 pages - Services marketing
The Oakley Company: In this article, we analyze the marketing strategy of the Oakley Company, especially the International one. We will analyze the marketing strategy of the company and its marketing plan regarding the Porter Marketing Mix and its 4Ps. We then, will build a marketing plan for the...
Marketing plan for the French fashion house 'Caroll' who are aiming to enter the growing 'middle market' in China
Market study - 16 pages - Services marketing
To build a marketing plan, this is necessary to understand the business we are talking about. In this document, we will present recommendations to the Caroll brand, which will help expand its clothing business in China to target the middle market. Thanks to the different tools and matrices we...
SWOT Analysis - Matching Dell
Case study - 2 pages - Services marketing
Statement: The exceptional performance of Dell Computers in recent years, illustrates an innovative response to a fundamental competitive factor in the personal computer industry-the value of time. Dell's strategies of direct sales and build-to-order production have proven successful in...
The Ready-to-eat Breakfast Cereal Industry in 1994
Market study - 2 pages - Services marketing
Statement: Because of no price competition in the breakfast cereal segment, no company has any clear dominance over any of the others. Thus, in order to gain market share over the market leader Kellogg, and improve the company's profits, General Mills came up with its "April 1994" reduction...
Fundraising event
Essay - 8 pages - Services marketing
For the purpose of this assignment, our group was asked to carry out a fundraising event for a charity of our choice. This assignment was set to us, so we could get into the habit of generating our own ideas, running an event, and also to writing a paper reflecting upon our experiences. The first...
Chaos in the Skies ? The airline industry pre- and post-9/11
Market study - 12 pages - Services marketing
The 9/11 attacks were a series of co-ordinated terrorist attacks upon the United States of America (USA) carried out on Tuesday, September 11, 2001. The global economy and the airline industry felt the shock, and is still trying to recoup. This essay will discuss the impact of the 9/11 attacks...
International Business Environment assignment: an analysis of the national business system and cultural conditions in China and assessment of how this will affect SuperSam
Dissertation - 24 pages - Services marketing
Choosing China as a host country for an International Business Environment assignment offers three advantages: first, since 1979, China has faced major economic and political changes. Second, it has been very successful in attracting foreign direct investment, i.e., in 1995, China was the second...
Marketing plan: the case of insurance industry
Dissertation - 26 pages - Services marketing
Pure General Insurance (PGI) has strived to develop in a fast changing and highly competitive environment since the 1970s. As in many developed countries, the market has become either mature or saturated, with companies experiencing small growth or being out competed. It is then vital for a...
Luxury class in Singapore Airlines
Case study - 2 pages - Services marketing
Singapore Airlines is a respected travel brand around the world. The company is known for providing quality customer care and service. It spans all the five continents. Recently, Singapore Airlines decided to buy 19 new A380s, the biggest plane flying so far. These planes can carry more than 800...
Does Marketing threaten children's education at primary school?
Dissertation - 60 pages - Services marketing
This project aims to identify the ethical problem of marketing by aiming at children, and will focus on children in primary school. This area has interested people since the last decade and the likes of psychologists, doctors, marketers have always tried to understand the power of brands on...
Consumer Decision Process: The wedding preparations
Case study - 7 pages - Services marketing
The 'Wedding Channel' is an online company which permits brides and grooms to come up with ideas to prepare their wedding, as well as the guests to find presents. They have a list of all the necessities to prepare a wedding, from the reception sites to the photographer, and the...
The telecommunication industry
Essay - 13 pages - Services marketing
Telecommunications started in the 19th century with the telegraph, and developed through the telephone and radio to TV to satellites and the Internet etc. It continues to change in appearance, structure, boundaries, practices and actors. The telecommunications industry provides a wide range of...
The Rise and fall of Sunny Delight
Essay - 2 pages - Services marketing
The soft drinks industry is a mature, which is comprised of giant firms such as Coca-Cola, PepsiCo and Cadbury Schweppes, who strive to push their long standing brands to the top of the selling charts. In spite of this cut-throat competition, the American consumer products giant proctor & Gamble...
Nature and role of Foreign Direct Investment (FDI) in Ireland, China and India (2005)
Presentation - 33 pages - Services marketing
FDI can be considered a way to strengthen the « domination of capitalist economies » and the dependence of peripheral countries for PREBISCH. The neomarxist theory is outdated but FDI can still have no effect, or even detrimental ones - The dependence on foreign companies (ex. UNGARY) => the...
The Market of Alcopops
Dissertation - 40 pages - Services marketing
In 1995, Alcopops and 'Shooters' appeared in Great Britain. Now Alcopop drinks have been introduced in all the developed countries. An Alcopop is a pre-packaged spirit drink, it is a drink with a small percentage of alcohol such as Vodka or Tequilla mixed with a soft drink. We can say...
Nokia: Fierce competition in the cell phone industry: Is it a risk for the leader?
Dissertation - 30 pages - Services marketing
Nokia Corporation is a Finnish multinational communications corporation. They focus on the key growth areas of wired and wireless telecommunications. Nokia is currently the world's largest manufacturer of mobile telephones, with a global device market share of 38,6% in 3Q 2007. We will focus...
Extreme sports
Dissertation - 35 pages - Services marketing
The sporting culture penetrated our quotidian as a major reference. Even if it is difficult to define, sports is known by everybody and is omnipresent. Today, sports profit from a positive image (to be well, healthy). It occupies an important place in the media (newspapers, TV, sporting press,...
Apple and its marketing strategy
Case study - 11 pages - Services marketing
In a world surrounded by technology and computers and largely dominated by Microsoft & Apple representing 7% of the worldwide computer sales and 72% of worldwide MP3 players' sales. Since 1976, Apple had diversified its products and imposed its Brand as a symbol of innovation and quality. The...
The Impact of Environmental Issues on Toyota's Strategy
Essay - 17 pages - Services marketing
This thesis will seek to understand the controversial relationship between environmental factors and Toyota. Indeed, motor vehicle exhaust-emissions notably that of carbon monoxide pollution, is caused directly by the automobile industry. However, these negative impacts changed the position of...
Gap: A research on the company
Case study - 7 pages - Services marketing
We decided to conduct an IMC campaign for Gap because it is a very large and well-known retailer that has not been successful in capturing the student market in the last few years. Gap appeals to us with contemporary designs but the plain style that resulted from a new team of lead designers...
Case Nestlé Waters: enter the Indian bottled water market
Case study - 10 pages - Services marketing
Faced with a saturated market, companies have to internationalize themselves in order to extend their markets. Internationalization occurs when a firm expands its R&D, production, sales and other business activities in the international market. It is a very expensive process which needs to...
Comparison of customers'satisfaction and delivered quality in case of McDonald's and Burger King
Essay - 33 pages - Services marketing
McDonald's is the leading foodservice retailer globally with over30,000 local restaurants serving 52 million people in more than 100 countries daily. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women. The Burger King operates over...
Benetton Group's advertising campaigns, an expression of our time
Essay - 17 pages - Services marketing
Benetton was founded in an Italian town in 1955 by Luciano Benetton and his brothers and sister. The first store was opened in 1969. Today, the Benetton Group is present in 120 countries around the world, and is engaged in the manufacturing and distribution of clothing, undergarments, shoes,...
Entry market plan: the case of Havaianas
Case study - 8 pages - Services marketing
We chose to conduct our study on the case of the Brazilian company: Havaianas. The famous flip flop producer, who sells sandals for beach-wear, with the Brazilian flag on it. We will create a marketing plan to understand where we can export our product profitably outside Brazil. The Havaianas...
Unilever's European ice cream market
Market study - 16 pages - Services marketing
Unilever was established in 1930 by the merger of British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie. Unilever has more than 179,000 employess in and around 100 countries worldwide and have 317 manufacturing sites in the world. In 2007, Unilever's turnover was a whopping...
Dr. Eris: Cosmetics from Poland
Case study - 10 pages - Services marketing
The story of the Dr. Eris brand started in 1982, when this Ph.D from the Faculty of Pharmacology at Berlin University inherited. With the money she received, she began creating nourishing facial cream with the most simple machines we can imagine. She began in the business only with her husband....
