Marketing Essays

The corporate conscience impacts all stakeholders and the bigger community including built and natural environments. The stakeholders go beyond shareholders as described by Milton Friedman (1984) that encompass investors, managers, employees, consumers, suppliers, the public, and the community to which an organization may be belonging to or operating.

Today, Mercedes Benz is a brand among the most popular brands in the world. The company grew over the years to become one of the leading suppliers of automobiles around the world. The success of the leading companies depends on the strategies the company incorporates. Innovation of new ideas, which brings forth new products, is a factor behind this success.

To find out the best options and recommendations fit for: The new general manager of the global women’s fitness business that would help him/her to improve and sustain the level of integration already achieved in that division of the company. Darcy Winslow in her new responsibility of implementing a category-driven organizational model.

The entrepreneurial adventure of two people, Bowerman and Phil Knight belonging to the region of Oregon resulted in the full-grown development of a global sportswear company, Nike. These people together with their employees helped the company to develop from only a distributor of footwear pertaining to the United States market to transforming its image as a world leader in the marketing of footwear.

The importance of aligning marketing initiatives to any organizations’ mission and vision statement leads towards the sustainability of an organization. This is because both the mission and vision statements of a corporation represent the organizational goals, performances, and operations.

Johnson’s & Johnson’s were innovators, who brought a new product category to the market and successfully marketed it to the consumers with great returns. They understood the basic consumer needs and adapted their strategies when the time was right for a change and they have maintained their brand equity throughout the years.

Macy’s department online store, with a large red star logo, started a lively progress in 1862 where it emerged to be the first online store offering in-store Santa services at Christmas time. In 1866, Mr. Macy made some traditional decorations on the store’s windows, attracting many customers who discovered the store’s top-quality items.

In addition, the company began the use of promotions in a bid to understanding the needs of the consumers in this market. The relationship that is built between the company and the consumers is basically based on the quality of products that are brought into the market with the company assuring the consumers of the best quality of products at reasonable prices (Hulbert 2007).

A brand is anything that differentiates one seller’s product from that of his competitor’s. A brand may be a sign, a symbol, a color, a shape, a name, a design; any feature that becomes a differentiating factor for the product (Marketingpower.com, 1995).

This paper will pick three different scandals regarding ethics in marketing and discuss them. These scandals are the Tesco Meat Hoers Scandal, Nestle Infant Milk Formula Scandal and the Mexico Bribery Scandal Challenges Wal-Mart on Corporate Ethics. Tesco Meat Horse Scandal The Tesco meat horse scandal was a food scandal whereby DNA traces of horse meat were discovered in Tesco frozen meat burgers (The British Assessment Bureau, n.d).

Sainsbury, a renowned UK grocery retailer, is currently seeking diversification strategies to sustain its revenue growth in a highly competitive environment where competitive rivalry often dictates business strategy direction. Sainsbury will be expanding into personal grooming services targeted primarily at young male adult consumers between the ages of 18 and 34.

The Rent-A-Car business only had seven cars. The enterprise is the frontrunner in the car renting business within North America, constituting over 900 offices in Canada, Germany, Puerto Rico, the UK, and Ireland, and 7,000 offices in the US. By 2007, the organization had 728,000 cars for rental purposes and employed more than 65,000 employees, with more than 4.5 billion pounds in annual turnover.

It is favorable for sale of goods based on emotions, shortages or indispensable add-ons. Cost based pricing is a pricing strategy based on the cost of producing the given product in the market. The price gets set above the cost of production in order to take consideration of the profits the company wants to accrue.

Brand Identity Model 19 Introduction The present increasing complexities as well as unabated conditions of the global business environment often tend to involve different constraints concerning the business performances of the organisations and the environments where they exist.

Marks and Spencer is one of the leading British retailers founded in 1884, dedicated to the sales of a host of products in categories such as clothing, homeware, beauty, and food. Since its inception the outreach of M&S has gone international, as of 2010, it was reported that the group had a presence in approximately 40 nations across the globe.

Happy and satisfied customers are exceedingly likely to send other customers to the organization (Barlow & Stewart 2004, p. 84). Additionally, the potential for repeat business is a critical element in most businesses. It is, therefore, evident that customers whose needs have been satisfied will build strong relationships with the organization.

Zara Case Quest. The Zara Company operates globally in the apparel industry and is identified as a market leader. This comes as a result of various business strategies adopted by the company in undertaking globalization of operations. The company constitutes of a single manufacturing plant located in Spain, where all products are manufactured (McAfee, Dessain, & Sjoman, 2007).

It has generated new customer segments with more varied characteristics than offline players. The market for online bingo playing is increasing considerably. However, to take the advantage of these players there is a need to understand the differences between offline and online players. The research will be using exploratory and mixed methods.

This paper will cover the problem statement and the research methodology of ‘Schoolies’ Week – a tourism event that takes place in Australian Gold Coast, involving students who have completed their Year 12. The problem statement is centered on significant negative publicity that has resulted from civil disturbance, caused by drunken ‘Schoolies’.

These compete with Apple basing on different business factors such as pricing, product design, merchandise mix, visual presentation, channel design, and target customer. Nonetheless, Apple has been able to compete with these channels favorably in order to remain profitable in the market.

The research conclusions assert that while, technological advancements such as the Contemporary Marketing Practice (CMP) framework, Hybrid Distribution Systems, and Demand Change Remediation have significantly aided the effectiveness of marketing practices, ethical and legal issues such as concerns regarding consumer online privacy and targeting children via marketing efforts still need to be addressed.

Through this method, it will be easier to reach a large number of respondents and the answers will be more reliable and accurate. Also when approaching the managers, we can mail them the questionnaire and they can fill it up at their own convenience. This will be a more time-saving and cost-saving approach.

Hurco, like any other business entity, capitalizes on its core competencies and allows users to introduce efficiency and speed in their operations. It operates in a cyclic industry which makes it vulnerable to suppliers and buyers’ power along with threats of more economical products from Hurco’s competitors having better resources.

As the paper highlights education can be underprovided if private schools and Universities are left with the responsibility. Everyone should benefit from education regardless of financial capabilities but private schools and universities may only allow people who can afford the cost of education to access their facilities. 

Nokia’s main competitors in the Indian market include Apple, Samsung, Techno, Sony Ericson, and LG, all of which produce and market mobile phones in the Indian market. Nokia hopes to capitalize on its brand name, low product cost, high quality of the new product, and the features that it presents to beat the competition.

Strategic marketing is used by businesses to attract, maintain the existing and the new customers in the target market (Aaker, 2005, 20). On the other hand, market segmentation strategy can be successful, if the company diverts its resources to understand and access the customer’s needs.

The product is to be marketed as an insect repellant that cuts back on volatile organic compounds and hydrocarbons that contribute to the global warming phenomenon. In line with this, we will set goals for Ultrathon Scented that we hope to achieve by 2015. Volatile organic compounds are to be reduced in manufacturing the repellant by 50%.

The author of the paper is of the view that the dawn of every New Year awakens with more companies venturing into international trade. Companies venturing abroad typically join the league of licensors or exporters, while others form subsidiary companies or joint ventures in overseas companies (Jobber and Lancaster, 2009).

The projected stock value of Apple after three years is $600. Thus, investment is truly profitable. Although it is evident that the company is expected to increase most of its operational expenses, in line with keeping innovative and best-quality customer experiences, its strength still lies in the brand equity that it has nourished and protected through the years.

“Kmart, a wholly-owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, County Living, Route 66 and Smart Sense” (About Kmart, 2012, para. 1).

To further add relevance between the product imagery and the target market personality and self-concept, the marketers must make use of proper AIOs from a psychographic approach to exhibit certain activities, put on view such interests and opinions that go in sync with the target market. This is just an inkling about how a car can be marketed using personality and self-concept (Mooij, 2000).

China’s estimated online market size is about $300 billion. The Chinese E-commerce market is experiencing tremendous growth for the past decade. This is because of various reasons. Firstly, the number of internet users in China is increasing at a fast pace. There has been a 462% increase in the number of internet users within a matter of seven years.

In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product.

This analysis also expands its portfolio through examining the quantitative variables that influences its performance, thus, scrutinizing the quantifiable variables of the company like company worth and predictable sales. The method involves analyzing profit and loss accounts, arithmetical state of the financial system, sales and earning histories.

The principal objective of the study is to identify the challenges faced by the SMEs of Nigeria. In order to do the same, the study will take into consideration some other factors, which will help in the process of identifying those challenges. The factors to be considered are the characteristics of the SMEs, sources of funds for SMEs, the importance of micro and small scale enterprises in Nigeria. 

The author explores the various market entry strategies that would be most appropriate for Chili’s and then identifies the marketing mix alternatives available to the company. The report also provides an insight into the suggested organization structure and a review the role of logistics and supply chain in the successful operations of the firm.

Understanding individual client’s needs and expectations have become the key to survival in the financial service industry. Although liberalization of cross-border trade barriers opened a new arena for business expansion, it has raised new challenges to international firms depending on legal, political, cultural, and environmental factors of the proposed destinations.

This is making the process of marketing and advertising significantly difficult in an environment where competition is high, especially in areas of food consumption and technology consumption. At the same time, marketers are resorting to new promotional campaigns to remain competitive and gain consumer attention in the face of this current economic downturn.

According to the report communication is an essential component and means of conveying the thoughts and vision of a healthcare organization to its customers. The relevance and importance of communication becomes more pivotal and crucial when a healthcare organization is driven by goals and aspirations. 

The competition between Coke and Pepsi has shifted the industry’s profits in parallel movements according to the two giants’ strategies. Meaning, the industry responds and reacts to the strategies implemented by either Coke or Pepsi and market shares and profits are shifted depending on which implemented an innovative scheme.

Critics act as both influencers and predictors of the movie’s success. As predictors, they predict the success or failure of the movie through statistical inferences and other methods. But as influencers, the critics can influence the thoughts of the general public who rely on favorable and unfavorable reviews to decide on what movie they should be watching (Basuroy, Chatterjee and Ravid, 2003).

The Equal Employment Opportunity Commission has the mandate to ensure that the federal government follows these EEO rules. The Office of the Civil Rights (OCR) ensures and administers compliance with the laws, guidance, and regulations that prohibits discrimination in the workplace (England, 2009).

I believe that whenever someone passes by a Starbucks outlet, they are tempted to go inside on account of the rich aroma of fresh coffee coming out of the store and the inviting upholstery that promises to remove the exhaustion at the day’s end. Starbucks has managed to create a brand identity for itself quick unlike any others and after the success of Starbucks, a number of coffee shops sprang up in US and also globally but none matched the rich aura of sophistication that Starbucks was able to generate (Clark, 2007).

The earning from stock is usually measured in terms of the monthly return or annual average return. From an analysis of the market behavior for both Coke and Pepsi Co, it is evident that the annual expected return for Coke is higher than the annual expected return for Pepsi Company, and indicates that Coke is a better investment option than Pepsi Company.

Free trade during colonialism and free trade during globalization have a lot of similarities and differences in principles and practices. During colonialism, colonial powers encouraged free trade to safeguard their interests alone, whereas, during globalization, free trade is encouraged by all countries because of its potentials to rejuvenate the economy.

The writer believes that the entire political situation of the entire Middle East is acting as a threat to the growth and prosperity of Qatar Airways. It has already started to affect the business of the airways through effects of hike in fuel prices as a result of instability in the Middle East region.

According to the report the market metric involves comparison of marketing programs of firms and identifying areas that need improvements. Marketing strategies are identified and assessed against the profitability attributed to them among selected companies within the same industry to enhance reliability of this measurement.

But in this scenario, the bridge is at a static place, and other means of place strategies like transportation and facilities are also sufficient. But the company can use agents spread over different areas to bring customers. Apart from that, they can also employ franchisee offices for slot bookings and special another kind of bookings.

In its recent trends, the industry is being witnessed gaining growing attention from consumers all around the world. Nonetheless, the consumption level of beer has been increasing along with its price (Colen & Swinnen, 2011). The diagram represented below exhibits the structure of the internationally expanded beer market as of 2005.

The company deals in a wide range of drinks including; red Bull energy shots, Red Bull Cola, Red Bull sugar-free, and Red Bull drinks. Its mission statement reads “We are dedicated to upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner” (Mission/Values, 2011: p1).