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29 Sep 2010
doc

The International Marketing Strategy Of Mc Donald's

Case study - 17 pages - Services marketing

McDonald's company is a multinational which owns more than 30,000 franchises of fast food restaurants under McDonald's brand, in 121 countries. The company also heads other brands of restaurants, as Aroma Café, Boston Market, Chipotle Mexican Grill, Donatos Pizza and Prêt À Manger. In...

29 Sep 2010
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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...

29 Sep 2010
doc

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...

29 Sep 2010
doc

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...

29 Sep 2010
ppt

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...

29 Sep 2010
ppt

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...

29 Sep 2010
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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...

29 Sep 2010
pdf

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...

29 Sep 2010
doc

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....

29 Sep 2010
doc

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...

29 Sep 2010
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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...

29 Sep 2010
doc

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...

29 Sep 2010
ppt

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...

29 Sep 2010
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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...

29 Sep 2010
doc

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...

29 Sep 2010
doc

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...

29 Sep 2010
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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...

29 Sep 2010
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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...

29 Sep 2010
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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...

29 Sep 2010
doc

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...

29 Sep 2010
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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...

29 Sep 2010
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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...

29 Sep 2010
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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...

12 Aug 2010
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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...

11 Aug 2010
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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...

05 Aug 2010
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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...

04 Aug 2010
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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...

29 Jul 2010
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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...

29 Jul 2010
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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....

28 Jul 2010
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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...