Strategy development: Setting marketing objectives and developing marketing strategies
Presentation - 44 pages - Services marketing
This presentation will take you through various steps that are involved in the formulation of a marketing strategy. The presentation will begin with the strategic marketing planning process and from there it will move onto marketing objectives and strategies. This will be followed by corporate...
International business law: The case of Peach International Inc
Essay - 7 pages - Services marketing
The Peach International Company is a start up specializing in the “high tech communications” domain. The firm is at the higher level of technology in the domain of “standard mobiles”. Indeed, the company provides phones that contain all the advantages of actual mobile, as the...
Consumer ethnocentrism and attitudes towards domestic and foreign markets
Thesis - 3 pages - Services marketing
We had asked a specialized group to read an article titled: “Consumer ethnocentrism and attitudes towards domestic and foreign markets” written by John J. Watson and Katrina Wright and summarize it later. The basis of this case study was to investigate the relationship between consumer...
Improving Vichy Sun Care sales for teenagers and young adults
Thesis - 13 pages - Services marketing
The objective of our work is to increase the sales of Vichy sun care products for the segments of 13 - 25 years old people. To reach to our target group, we used two main marketing styles which are strategic marketing and operational marketing. In strategic marketing, firstly we analyzed the...
Marketing strategy: Case study of Easy Mobile
Case study - 10 pages - Services marketing
Throughout the years, the Easy Group strategy kept a clear readability built around some corner-stones principles: a no-frills/low-cost approach, an identifiable and recognizable simple communication strategy mainly focused on price and entertainment, constant expansion, development of new...
How can Parc Asterix ensure its place as second player on the theme park market?
Thesis - 12 pages - Services marketing
Parc Asterix is part of the Compagnie des Alpes group (CDA Parks), a group specialized in: The ski business, with 18 ski areas such as La Plagne, Tignes, Meribel, and others. It is the leader in the international market with 55% of the market share. The family recreation business. The CDA...
Starbucks France: The value chain
Thesis - 3 pages - Services marketing
Found in 1971, Starbucks Corporation is the leader in the coffee shops industry, with a turnover of $9,411.5 million in 2007 (source: Datamonitor). Its main activity is to manage coffee shops (85% of its turnover) and to sell licenses (10,9%), but Starbucks has also diversified its activity...
A.1. Steak Sauce: Lawry's defense
Thesis - 7 pages - Services marketing
The aim of this report is to find how A.1 can retain its position as the market leader in the steak sauce segment in the face of growing competition with the impending launch of, the new Lawry's Steak Sauce. The report touches upon the different factors that must be kept in mind in order to be...
A comparative analysis of the French baby wears market and its main competitors
Case study - 27 pages - Services marketing
In an analysis concerning European Consumer trends that I found on Mintel confirmed my feelings; showing that French consumers consider themselves much more fashion conscious and have a look at style at first when buying clothes, even for babies (61,3% look at style first against 41,4% of...
The French big gun in retail: Carrefour
Thesis - 11 pages - Services marketing
Carrefour is the French world challenger and the European leader in the retail industry and also the second largest retail company worldwide. In order to maintain the position of Carrefour as a global retailer and due to the high competition, marketing researches have to be undertaken to...
Marketing plan: Avon and Mattel Inc
Case study - 7 pages - Services marketing
With this article we will highlight how Mattel and its well-known icon, Barbie tried to get a foothold in the Chinese market since 1998 by using a well known company: Avon. This situation is called a piggy - back, this illustrate how company A, here Mattel, wants to sell its products trough the...
Soft capitalism as related to therapeutic modes of work
Essay - 71 pages - Services marketing
The global village concept has fuelled soft capitalism and the rise of the ethos in this field within organizations. Let us first understand the basis of globalization. While not so different from traditional villages in its desire to engage in a free exchange of ideas, the...
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 of 2-3% over...
Brand and communication - Nike: The goddess of marketing
Presentation - 5 pages - Services marketing
History Phil Knight and Bill Bowerman imported Japanese shoes and created BRS “Blue Ribbon Sports”. First polemic with the advertisement “you don't win silver - you lose gold” First partnership with football team Strategy of Nike Knight & Bowerman sold the shoes in...
Ben & Jerry and Iceverks : Marketing strategy in Russia
Presentation - 20 pages - Services marketing
The Russian systems were undeveloped and inefficient and the Russian mafia has gained enormous power. For example, the company had to pay as much as 30% of their monthly profit for mafia protection. Russians in Moscow consume 170 tons of ice-cream per year and 98% of which is vanilla. When the...
Communication strategy & plan: Cif case study
Case study - 8 pages - Services marketing
Cif is a very old brand in its sector of cleaning product and has a very strong image, but is too much associated to restrictive and occasional use. As a communication agency, I was asked to think about a new communication strategy which could make Cif appears as more usable, more easily and in...
Perrier fluo analysis
Thesis - 4 pages - Services marketing
Perrier is a very well known company in Europe, which is usually associated with a French style. Perrier is under the control of Nestlé water, who bought the company in 1992. Since this acquisition Perrier has tried to change its image and tried to target a younger audience, to be present in the...
Strategic marketing assignment: Nespresso
Thesis - 9 pages - Services marketing
Coffee is not just a hot drink that wakes us up in the morning anymore. It is becoming a moment of pleasure and relaxation. I have chosen to analyze a brand, Nespresso, that drives luxury through a product basically considered as a consumers good: coffee. Therefore, we ask ourselves several...
Negotiating a sponsorship deal
Thesis - 4 pages - Services marketing
Sponsorship is often set up in order to establish long term relationship and agreement between a rider and a company. Here is our negotiation folder on how to negotiate a sponsorship. We choose to base our research on the snowboarding area because we think it is very popular in today's world....
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...
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...
Décathlon an example of segmented marketing
Thesis - 10 pages - Services marketing
In 1976, Michel Leclercq created Decathlon. The first supermarket, which sold sports articles, opened in Englos, near Lille. It was a new concept in France: equipping every sportsman from amateurs to professionals at the best prices. In 1986, “Decathlon Production” is born. His mission...
Dorel Juvenile Group
Thesis - 10 pages - Services marketing
Dorel Juvenile Group is a part of Dorel Industries, which is a global consumer products company. Dorel Industries is divided into three independent business segments: Juvenile, Home Furnishings and Leisure. Dorel employs approximately 4,800 people and its products are sold over 60 countries all...
The male magazines: Market study
Market study - 14 pages - Services marketing
Magazines such as FHM, Entrevue, Men's health, Max, are today widespread not only by their target public, i.e. youngsters and young adults, but also by the grown-ups in general. How is this possible, given that the whole lot was not even issued in 1997 in France? The story began in the UK in 1994...
The principles of direct marketing
Thesis - 8 pages - Services marketing
Direct marketing (D.M) is a method of marketing. Transactions are between buyer and seller. “D.M is tailor made-marketing” because the technique is to avoid a unique strategy for all the customers or all the prospective customers. It is focused on the individual customer. The key of D.M...
The role of music in commercial television advertising
Thesis - 17 pages - Services marketing
This thesis is written for the Bachelor of Business Studies final. It is a fully literature- based thesis so only literature research is involved. This thesis is about the role of music in commercial television advertising. To reach a satisfying solution to this problem, the position of the...
Cause marketing: Trend or basic notion of marketing?
Thesis - 9 pages - Services marketing
“1 liter bought, 10 liters extracted in Niger with UNICEF”; for four months we could see this inscription on the Volvic water bottles (to February 15th until June 15th 2007). Since few years we can see this type of shares progressively growing. In the aim to understand this phenomenon,...
Cause marketing: trend or basic notion of marketing? - published: 13/05/2009
Thesis - 10 pages - Services marketing
“1 liter bought, 10 liters extracted in Niger with UNICEF”; for four months we could see this inscription on the Volvic water bottles (to February 15th until June 15th 2007). In the last few years we can see this type of shares progressively growing. In the aim to understand this...
The low cost airline market
Thesis - 6 pages - Services marketing
Our future business career will conduce us to travel around the world. The way of traveling is a factor which influences international relations. The emergence of the low cost airlines has modified the traditional market. During our 4 years at ESTA, we have been directly touched by the low cost...
Media, messages and styles used by Indian marketing communicators of films
Thesis - 17 pages - Services marketing
India is the world's largest producer of films by volume - producing almost a thousand films annually. However, revenue-wise, it accounts for only 1 percent of global film industry revenues. The Indian film industry comprises of a cluster of regional film industries, like Hindi, Telugu,...
