Abstract This paper, as part of the Coca-Cola Company marketing plan, states that the marketing objectives are to sell as much product at the greatest profit margin to the largest targeted audience possible; to maintain dominant market share by constant awareness of its primary competitor, PepsiCo., and to find and develop new market segments. The paper defines the value-creation objectives for the new fruit drink focusing on the health aspects of the drink and the good and energetic tastes with campaigns geared to teenage consumers. The author includes a SWOT analysis.
Table of Contents
Market and Marketing Analysis
What Is The Product Offering?
What Are Competing Offerings?
Who Could Benefit From The Product Offering?
Why Do Customers Buy?
Why Don"t Customers Buy"
How Is The Product Bought?
How Is The Product Sold?
Traditional Market Analysis
SWOT Analysis for Coca Cola Company
Strengths
Weaknesses
Opportunities
Threats
Market Audit
Financial Status the Company
Financial Status of Product Offering
Financial Status of the Industry
Integrated Marketing Analysis
Traditional (Basic) Marketing Channel
Comprehensive Marketing Channels
Integrated Buying and Selling Processes
Marketing Planning
Company Objectives
General Product Offering Objectives
Segmentation and Target Marketing Objectives and Strategies
Key Market Analysis
Profitability Analysis; Longevity Analysis
Value Creation Objectives & Strategies
Image Management Objectives and Strategies
Company/Organization
Communication Objectives and Strategies
Channel-based
Timeline of Events
Budget
Evaluation of Performance
Contingency planning
From the Paper "The primary beneficiaries of the product offering are the shareholders of the Coca-Cola Company. Next in line are the executives of the Coca-Cola Company who are on strong incentive bonus programs pegged to increased sales. Following the executives are the bottlers throughout the world who sell the product to a multi-layered distribution network. After that, there are the grocery stores, markets, vending machine companies, and restaurants that sell the product at Value Added markups. At the bottom of this benefit, chain is the end user customer. And, it is on the act of understanding purchase motivations of this customer that the remainder of this analysis is focused."
Abstract This paper is a case study to determine the marketing strategy of the Colorado Creative Music in the recorded music industry, which is one of the most stressed industries today. The author points out that, according to SWOT analysis, a firm should not necessarily pursue the most immediately lucrative opportunities offered to it by a surface analysis of a particular industry, but rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. The author concludes that the company must learn to make use of new technologies, such as the internet, in generating interest in the product, as well as of assuring sellers of the marketability and desirability of some of his lesser-known artists.
Table of Contents
Introduction
SWOT Analysis of the Company
Five-force Analysis of the Recorded Music Industry
Issues
From the Paper "The changing nature of technology in the music industry also means that there is tremendous potential for entry of new competitors in the music industry. However, before a potential analyst resigns him or herself to the completely fluid nature of the industry, it must also be noted that the ability of new competitors to easily enter the market does not mean that there is any baseline level of guaranteed success. This is particularly true given that Colorado Creative Music has attempted to corner a market of the music market that is not the traditionally young, disposable-income producing teen or "twentysomething" so coveted by the majority of the industry. Colorado Creative Music has targeted itself as establishing a niche in the market, rather than out and out domination of any particular sector of the music market."
A discussion of the Faith Community Hospital Case Study, focusing on the problematic issues in the hospital, and illustrating the importance of a good mission statement and goal accomplishment.
Abstract This paper analyzes the Faith Community Hospital case study aka Let It Pour. The paper ties in course concepts of ambiguity, perception, individual personal values versus society legal and ethical norms, and communication processes. Included is stakeholder and brand (hospital image) concepts. The writer outlines the recommendations of the case study for the benefit of the hospital.
From the Paper ""A good mission statement should accurately explain why the organization exists and what it hopes to achieve in the future. It articulates the organization's essential nature, its values, and its work" (Radtke, 1998, Para 2). A good mission statement is not the recipe for success in business; it is the grand global picture. To accomplish the goals identified in the organizational mission statement, identification of all stakeholders, support of key stakeholders, written policies, detailed written procedures, and effective communication are critical success factors. These critical success factors are the missing ingredients at Faith Community Hospital, the subject of this case study."
Strategic marketing analysis, recommendations for the owner, strengths and weaknesses, competition, alternatives and finances. Provides a balance sheet.
1,589 words (approx. 6.4 pages), 3 sources, 1999, $ 79.95
Abstract Scuba diving is a rapidly growing sport, and one that is beginning to involve the entire family. Coral Divers Resort had a comfortable niche in that industry, one that had been enhanced by its owner, Jonathan Greywell's promotional strategy. According to the case study, "over the years, Greywell had established a solid reputation for the Coral Divers Resort as a safe and knowledgeable scuba diving resort. It offered not only diving, but a beachfront location.
From the Paper "CORAL DIVERS RESORT
Introduction
Scuba diving is a rapidly growing sport, and one that is beginning to involve the entire family. Coral Divers Resort had a comfortable niche in that industry, one that had been enhanced by its owner, Jonathan Greywell's promotional strategy. According to the case study, "over the years, Greywell had established a solid reputation for the Coral Divers Resort as a safe and knowledgeable scuba diving resort. It offered not only diving, but a beachfront location. As a small but well-regarded all-around dive resort in the Bahamas, many divers had come to prefer his resort to other, crowded tourists resorts in the Caribbean."
Greywell found this niche by creating short weekend and midweek diving ventures ..."
Abstract This paper is based on a case study of Faith Community Hospital and is an attempt to identify several problems at the hospital and the issues arising from those problems. The paper delineates the steps in the identification process and presents an analysis of the problems the hospital is facing. Following the analysis and identification, recommendations for solutions and a plan for implementing the solutions are presented.
From the Paper "As we are told, medical errors are a major concern for the hospital. This problem is made more relevant for Faith Community Hospital because we see that the varied views of both the patients and the staff inflict upon their ability to provide adequate patient care. As we are told "we have particular patients who refuse to take certain medical services." We are told of a current case where Child Protective Services are threatening to take action because of the way the hospital did not provide services, even though this non action was in agreement with the parent's wishes."
Tags: adequate, health, care, mission, statement, values, interpretation, patients, risk, staff, requirements, aim, code, ethics, procedures, control
Abstract This paper discusses the current status of The Continental Group, Inc., from strategic viewpoint. It focuses on each of Continental's divisions, financial services, energy, packaging, and forest products is examined vis-a-vis Continental's long-term growth and particularly its 5-year strategic outlook. The paper makes a final recommendation that Continental should sell its packaging and forest products divisions in order to finance the capital investments necessary for its financial services and energy divisions to grow.
From the Paper "Strategic Planning--Continental Situational Overview The Continental Group, Inc. is a company that has been winnowed down to four primary divisions. These divisions form a corporation that is in desperate need of a corporate identity. While Continental has been somewhat successful managing its enterprises in the past, its seeming lack of a unified corporate vision will impede profitability and growth over the next decade unless a cohesive strategy is formulated and a corporate culture founded on a more unified business structure can be instilled in the corporation moving forward. Continental's 4 primary divisions at the present time are: * Financial Services: this division includes American Life Insurance Company which is a network of brokerage agents and representatives. It also contains a mortgage company, mortgage insurance, and real-estate related financial services. "
This paper is an extensive company review that is used to develop a marketing strategic plan for Nike, Inc., which sells sports shoe accessories, sports equipment, and apparels for men, women and children.
Abstract The paper states that Nike is a very strong company and is doing very little wrong now, but it still has potential to grow. The team recommends that Nike develop a sister company to compete against the threat of low priced shoes. Very attractive paper with many pictures, tables and graphes.
Table of Contents
Introduction
Competition
Industry Overview
Inside Nike
Future
Background
Mission Statement
External Audit
Opportunities
Social
Technological
Environmental
Economic
Political/Legal
Threats
Social
Technological
Environmental
Economic
Political/Legal
Porter's Five-Forces Model
Rivalry
Potential Entry of New Competitors
Threat of Substitute Goods
Bargaining power of Suppliers
Bargaining power of Buyers
External Factor Evaluation Matrix (EFE Matrix)
Competitive Profile Matrix (CPM)
Internal Audit
Strengths
General Management
Marketing
Operations
Human Resources
Research and Development
Weaknesses
General Management
Marketing
Operations
Human Resources
Financial Analysis of Nike, Inc.
Performance of Nike in the Last Five Years
Valuation
Key Ratios & Statistics
Key Investment Positives
Fashion Trends
Opportunities Internationally
Brand Name and Global Market Share
Positive Inflection Point in U.S. Demographics
Inroads with Female Customers
Key Investment Risks
Potential for Loss of U.S. Market Share
Lower-Margin Business
The Mid-Price Shoe Segment
Entrepreneurial Culture
Exposure to Fashion Trends and Private-Label Goods
Air Jordan's Popularity
Marketing Overview
Perceptual Mapping of the Footwear industry
Internal Factor Evaluation Matrix (IFE Matrix)
Tows Matrix
Internal/External Matrix (I/E Matrix)
Strategies
Sister-Company Pro-Forma Income Statement
Conclusion
Appendix 1-9
From the Paper "In terms of social responsibility, one of the major criticisms against Nike is the bad working conditions in its centers abroad. However, Nike has developed a code of conduct (See Appendix) for its employees in order to curbs such criticisms as well as others that might occur in the future. The Former U.N. Ambassador even suggested to Nike a few ways in which employee's grievances could be addressed and its compliance with human rights standards. At the same time, Nike also has developed several youth programs like P.L.A.Y. to promote fitness, literacy and activeness in sports. Nike also formed the N.E.A.T (Nike Environmental Action Team) to pursue environmental objectives by introducing concepts like recyclable shoes (Reuse-A-Shoe program), which uses recycled material in the shoes. Nike also has taken steps to hire minority workers."
Abstract This paper discusses the financial risks of conducting business internationally, while addressing the significance of foreign exchange rate risks.
From the Paper "Another overlapped risk factor is external accounts. A country's external debt level can become unmanageable, thus making them a poor credit risk for international business. Countries generate foreign reserves from export and import trading, but the balance of this trading and the debt incurred is a financial risk if handled improperly. This financial risk is directly related to another financial risk factor, political risks. Szabo Associates, Inc. states, "Analysis of the political outlook of a country is at least, if not more, important than analysis of economic and financial matters." Changes in a country's leadership or political structure can directly affect international financial business and risks."
Abstract This paper analyzes FMC Corporation's Aberdeen facility and explores how their Green River facility can model it for improvement. It gives an overview of FMC history, a detailing of Aberdeen's organizational design and why it is effective, and why Green River's is not. The paper presents alternatives for Green River's consideration, with an implementation and contingency plan for the recommended strategy.
From the Paper "FMC Corporation was originally founded in 1883 ("FMC Corp. Eradicates", 2004). Although the company has been involved in areas as diverse as oil field equipment and food machinery, FMC has narrowed its focus to include: industrial, specialty and agricultural chemicals. They are one of the world's larges producers of soda ash, and also produce industrial chemicals such as hydrogen peroxide and phosphorous chemicals. In addition, FMC is partnered with Solutia to form a joint venture called Astaris, to produce phosphorous chemicals as well. The remainder of FMC's revenues come from agricultural products, including insecticides and herbicides, and specialty chemicals, including food and pharmaceutical additives (Partheymuller, 2005c)."
Abstract Singapore Airlines plans to start up a new business venture, a2, in the Australian domestic aviation market. a2 will introduce Sydney-Melbourne flights in the coming year and link up all major Australian cities by 2006. This paper discusses that the overall marketing goal for a2 is to position itself as the preferred corporate travel airline. The writer provides a thorough marketing plan for the new company including future projections, budgets, costs, competition market and expected profits.
Executive Summary
1 Introduction
2 Goal Setting
3 Situation Analysis
3.1 Market overview
3.2 Opportunities and threats
3.3 Strengths and weaknesses
3.4 Issues
4 Strategy Formulation
4.1 Marketing objectives
4.2 Marketing strategies
5 Action Plan
6 Financial Projections
6.1 Assumptions for the first year
6.2 Three-year projections
7 Resource Allocation and Monitoring
7.1 Budget
7.2 Measurement and review
8 References
From the Paper "a2's mission is to benefit Australian consumers and businesses by creating a more competitive environment in the current domestic duopoly aviation market. It aims to succeed by making the best out of its competitive advantages through
? strong financial backing from the parent company;
? highly qualified staff; and
? a continuing commitment in research and development.
a2's objective lies in the "product development" quadrant of Ansoff's matrix (Kotler, 2002). That is, it is offering new flight services to existing markets, as charted below."
Abstract This paper presents a detailed business and marketing plan for a new start-up in the music world. The paper shows how the company hopes to fill the void left by Napster and other companies which offered MP3 technology - the ability to download music digitally and listen to it on your PC. Point examined in the paper are the background and scope of the market, the mission statement of the company, SWOT analysis, competition analysis, media and advertising, distribution and pricing strategies.
From the Paper "Stromner Music Inc. is a new business start-up developed from a demand created by the recent introduction of MP3s and the issues of piracy and copyright violations involved in the Music Industry vs. Napster Case. MP3 is a technology that allows people to download music in digital format and listen to it on their PC. Songs, books and video clips can be uploaded onto the net and millions of people can download them for free. This new technology has created a controversy over copyrights and the issue of piracy of shared CDs. Stromner Music, Inc. will offer a solution to the this controversy by offering a service to which people subscribe and pay for downloading an MP3, which will then be able to be converted into a CD using a CD burner. The producers and artists will receive their royalties from this service, just as if they were buying CDs from a local music store."
Abstract This paper examines the problems and their causes currently facing Faith Community Hospital. First, the paper suggests that the lack of clarity in the mission statement allows for it to be interpreted from many different perspectives, with such interpretations then influencing and determining the manner in which medical care and services are offered and received. The paper next suggests that there is also a lack of clarity amongst board members and staff regarding legal and policy mandates, which the hospital must adhere to in order to protect itself as well as its? patients. A third significant problem identified is that the hospital does not have an established specialization or identity. Finally, the paper looks at the problem of decreasing patients. Included in the discussion of each problem is a recommendation for resolving it.
From the Paper "There is lack of consensus and understanding amongst the Board of Directors, health and medical staff, and patients of the differences between values and ethics, and how each of these influences medical practices. The basis of this confusion and lack of clarity appears to be the result of the mission statement of Faith Community Hospital which emphasizes the role of spiritual values and beliefs in directing medical care. No one spiritual faith is adhered to or largely represented amongst board members, staff and patients. Thus, such diversity in spiritual and religious backgrounds leads to massive opportunities for the mission statement to be interpreted from many different perspectives, with such interpretations then influencing and determining the manner in which medical care and services are offered and received. Lack of clarity in the mission statement leads to lack of clarity in purpose and fails to provide a clear and concise foundation upon which the hospital builds its? identity and determines its? daily practices and operations. Currently, the mission statement is such that it allows for the board of directors, the staff and patients to use their own personal/professional identities as well as values, ethics and beliefs as the basis for decision-making."
Abstract To maintain a strong financial position the company's capital structure must be well organized to reduce the overall cost of capital. It is essential that proper management of the cash flow and investments are scrutinized on a constant basis. This paper shows that without a firm hand on the money going out and the money coming in, a company could find themselves without working capital, bad dept and an excess inventory. Everything that affects working capital, such as payables, receivables, equity, loans, inventory and investments must be controlled constantly. This paper examines how capital management in healthcare requires regular maintenance to be successful.
Paper Outline:
Introduction
Capital Management
Importance in Healthcare
Cash and Investments
Managing Payables
Inventory Management
Investments
Conclusion
References
From the Paper "Ratios are important to a company and must be analyzed frequently. Comparing the ratios to that of other similar companies will reveal just where the organization stands in the business. There are two basic financial decisions a company must make before starting. While looking at the assets of an organization, the company will naturally lean towards investing in the positive net present value (NPV) projects. Once this is determined then a capital structure is created to fund the project."
A marketing plan for a drive in theater, which takes into consideration current trends in entertainment, consumer preferences, community values, special events and nostalgia.
Abstract This research paper presents a marketing plan for a drive-in theater. Included is background on the types of entertainment, comparisons of negatives and positives in a SWOT-style analysis, proposals of special promotions and events and alternate sources of revenue to maximize income from the facility. The paper also contains suggestions of a percentage budget for a marketing dollar allocation.
From the Paper ?Situation Analysis ? The people attending drive-ins today are the same ones who went as kids in the ?50s and ?60s and eventually their kids will go too. It's an entertaining, inexpensive, wholesome night for the family.Our business has only recently gone from being stable to a growth mode. We have found that the Disney animated hit The Lion King in 1994 and King Kong did especially well outdoors and helped create a new generation of drive-in theater fans.
"We are on track and on trend for current consumer and advertising mood. A major issue facing marketers and advertisers since the September 11 terrorist attacks is what do they sell and how do they sell it in a changed world. Advertising and marketing are happening in relation to a major public event, the "War on Terror", the "All Anthrax All the Time" news networks, a recession, and the largest increase in unemployment in five years.?
From the Paper "The purpose of this research is to develop a marketing plan for a health food candy. The candy is classified in the health food category due to product ingredients. The marketing plan will include a description of the product, the production process, identification of the target market, as well as advertising and promotional techniques through the most effective channels of distribution.
Product Description.
The candy is a natural food. That is, the candy is free of refined sugar, non-nutrient sweeteners, as well as all preservatives and additives. The product is a rock-candy sweetened with fruit juice. Fruit juice provides the desired sweetness without the high caloric count of other candies. The candy is designed with nutrition in mind rather than shelf life (...)"
