Abstract This paper presents a case study of Yum Brands, Inc., and explains that the study is structured around a number of topics such as the U.S. fast-food industry, multi-branding and franchising strategies, Yum Brands' international strategy and issues of risk assessment. The paper uses audit style analysis to make recommendations to continue to grow the Yum Brands business. In addition, the paper recommends coadaptation based upon multi-branding strategies, which offer consumers a larger menu base in a smaller area and are highly functional for brand recognition and franchise sales.
Table of Contents:
Executive Summary
Introduction
Assumptions
Situation Analysis/Internal Analysis
Business Goals
Current Strategy
SWOT Analysis
Stakeholder Expectations
Market/Industry Analysis
Macro-Environmental forces
Main Industry Forces
3 Main Competitors
Key Factors for Success
Options
Options to Reject
Options to Adopt
Recommendations
Action/Implementation Plan
Conclusion
From the Paper "Though healthy trends are not necessarily at the center of concerns in the international markets, what is of concern is the need to tailor offerings to culture, as acceptance of fast-food delivery and food offerings are often specific to culture. Some examples of this can be found in the Yum Brand Case Study as market expansion in certain areas, despite their overall ideal conditions might not do as well if the overall culture does not accept the delivery methods of fast food. For this reason it is essential that full country and market analysis be done on each and every potential market."
Abstract This paper probes the marketing theories of Yum brandsbased in Louisville and examines the financial reports of each of the individual well known brands that Yum owns.The author discusses the advantages and disadvantages of investing in any one of these well known brands concluding with his own personal recommendations based on the financial reports he quotes.
From the Paper "Yum!Brands, Inc. is committed to driving continued sustainable growth through several ongoing strategies. These include a focus on marketing innovation basics and operational excellence. Growth is supported by new products, line extensions and base products. The Big New Yorker by the Pizza Hut for example is a 16-inch traditional style pizza for $9.99. It has shown explosive success in a market that is extremely competitive[3]. One of the most successful strategies of Yum! Brands, Inc. is their innovative and unique multibranding strategy."
Abstract The paper relates that the Ben and Jerry's brand had a philosophical and ethical foundation of a triad of product, economic and social factors. The paper examines Unilever's acquisition of this brand and highlights how Unilever's governance and compliance could not replace the ethics and shareholder trust that was inherent in the Ben and Jerry's organization. The paper explains that Unilever's need to show a profit from the acquisition does not allow the ethical ecosystem to stay intact. The paper recommends that Unilever should look at the most severe areas of weakness and work quickly and thoroughly to turn them into strengths, for otherwise, the value of the original brand acquired will be lost.
Outline:
Executive Summary
Defining Product, Economic and Social Mission at Ben & Jerry's
Lesson for Unilever: You Can Buy a Brand but You Can't Buy Trust
Corporate Social Responsibility Assessment
Conclusion and Recommendations
From the Paper "Ben & Jerry's business model from the beginning was one of the most unique in the history of business, in that it successfully integrated Corporate Social Responsibility (CSR), commitment to product, economic and social initiatives that successfully balanced both product quality and concern for the environment while attaining profitability. In many respects, Ben & Jerry's egalitarian roots in one of the most liberally-mind states, Vermont, would eventually permeate the company during its rapid growth period and be tested as the growing pains of the company began to become apparent."
Abstract This paper explains that the article "Customer/Brand Loyalty in an Interactive Marketplace," by Don Schultz and Scott Bailey identifies why some customers simply stop being brand-loyal for no apparent reason. The author points out the relationship between marketing research and marketing strategies and tactics based on the article.
From the Paper " In "Customer Brand Loyalty in an Interactive Marketplace", Don Schultz and Scott Bailey explain the goal of marketing research ... developing loyal customers...but identify a glaring disconnect between the loyalty that marketing research indicates will occur and the measure of loyalty that actually occurs. According to Schultz and Bailey customers who claim satisfaction in various research situations often drift away from the company or the brand anyway. Even customers who have exhibited brand or company loyalty through their purchases over time sometimes simply ...."
Abstract This paper explores the importance of branding in the automobile industry by using the Audi brand and company to illustrate many of the central aspects relating to the strategies and implications of branding within the industry. This study shows conclusively that a product or service brand is an essential aspect of commercial success in a very competitive age. The examples of the way that Audi has overcome various problems, discussed in the paper, show how important a brand is as a pivotal aspect of a company's success or failure. The writer notes that what is particularly noteworthy about the Audi brand is the innovative and creative way that the company has achieved its particular brand status.
Introduction
Research Methodology and Sources
The Importance of Branding Branding in the Automotive Industry
The Function and Significance of Branding Audi: A Case Study
Audi and Branding: Brief History
Discussion: The Example and Importance of Audi Branding Statistics and Figures
General Discussion
The Importance of Innovative Brand Marketing
Integrated Branding and Customer Relationships
Consolidating the Brand: Organization Structure and Staff Training
The Relationship between CRM and Branding Social Involvement and Alternate Reality Branding Overcoming Image Problems through Branding Conclusion
Works Cited
Appendix
From the Paper "Another aspect that relates to the importance of branding in a general sense is the increased global competition and "... increasing product homogeneity", which has brought fierce rivalry to the international markets and made it more difficult to maintain strong and durable brands. This factor has increased the importance and significance of branding, in that. "... it is likely that brands with strong consumer emotional ties will continue to grow in importance and significance.
Integrated branding is a concept and praxis that continually comes to the fore in discussions about contemporary branding practices. The concept of integrated branding is one which comes closer to the meaning that branding has for modern companies and particularly for the automotive industry. In essence this concept means that the entire strategy, in terms of organization and marketing of a product, is encapsulated in the creation and maintenance of a given brand. In other words, the brand becomes the measure of the relationship that is developed between the customer and the product or company."
Abstract This paper discusses at length the challenges faced by the retail fashion industry. After a thorough overview of current issues, the paper launches into a case study of Perry Ellis, Inc., a major fashion retailer, which owns thirteen brands, including Perry Ellis, Penguin Sport and Southpoint. Perry Ellis, Inc. also licenses an additional five brands, including Nike and Tommy Hilfiger. The author explains how Perry Ellis has leveraged the brand-name familiarity to become a lucrative company. The paper also provides a case study of the Levi Strauss company, and shows its distinct branding style.
From the Paper "In the past few decades, issues surrounding branding in the retail industry have emerged as a significant concern for retailers, consumers, and the fashion industry alike. Organizations are using branding as a strategy tool in today's business environment with increasing regularity. Although brands and branding are not new ideas, retailers are applying them to more diverse settings where the role of branding is becoming increasingly important (Wentz & Suchard, 1993). The traditional role for brands has recently reemerged as a topic of interest, as retailers are increasingly turning toward the internationalization of brands to survive in the highly competitive industry. With the growing realization that brands are one of a retailer's most valuable intangible assets, branding has emerged as a top management priority in the last decade. As a result of its highly competitive nature, branding carries a significant effect in the retailing industry as one of the main drivers influencing customer perceptions, store choice and loyalty. Thus, as an attempt to offer more to the consumer than just low prices, retailers are developing marketing strategies that build store equity and differentiate their brand."
Abstract This paper analyzes the transition of b2c versus b2b to the internet. It provides recommendations for the brand manager to establish a brand presence online, including: search engine optimization, paid search, emails, rich media, sponsorship and banner advertisements. Each of these items is then digressed upon to show how a brand manager would measure the results and associated success of the online branding tools.
The paper includes a graph.
From the Paper "Mass emails were once an effective tool for a marketing manager, but new legislation, and the increasing annoyance with SPAM, puts a bad light on any company looking to use this option. In B2B many marketing managers have turned to business newsletters, a less frequent communication with higher informational content. Business newsletters provide more value to the receiver than a mass email, and are more likely to be read. Clow and Baack state that the number of individuals who complain that they received many e-mail ads rose from 44% to 70% over the last two years. The authors go on to say that the number who report they delete ads without even looking at them rose from 31% to 55% over the same time period (2004). Marketing managers must turn to new forms of brand building to increase the effectiveness of their advertising dollars."
Abstract Establishing brand in an increasingly competitive market is difficult for any enterprise, but for the supermarket industry it has become a monumental task. This paper examines the difficulties supermarkets must contend with in their attempt to establish brand within a competitive industry. The paper explains that the establishment of brand in the retailing industry requires a consistent relationship between all the elements of the customer experience from decor to product packaging. Supermarket retailers traditionally felt that their food products spoke for themselves and allowed food product manufacturers product packaging to essentially create the supermarket brands by proxy.
Abstract This paper reviews five different articles about brand equity. The paper examines how each article treats the consequences of an organization adopting a brand equity stance. The paper also discusses the different meanings of the term brand equity to marketers vs. accountants.
Abstract The paper provides an analysis of four critics' views on Nathaniel Hawthorne's short story, "Ethan Brand." The paper reviews the plot of the story and examines Brand's innate value system and the value system of his society. The paper concentrates on Brand's quest to commit the "unpardonable sin."
From the Paper "Critical Analysis of Nathaniel Hawthorne's "Ethan Brand." Nathaniel Hawthorne's short story "Ethan Brand" is the tale of a man who upsets the balance between his own innate values system and that of a society whose applause he craves. He is presented by Hawthorne as having a heart of marble, impenetrable by real morality and solidified by the workings of pride. The Biblical concept of the Unpardonable Sin is used as the target of the protagonist's quest to locate himself in a world steeped in intellect and reason."
Abstract This paper provides a literature review using five articles on the issue of brand management as it relates to the hotel industry in Japan. It also looks at factors that influence the decision making process.
From the Paper "Companies who have international operations need to take into account the decision making process of consumers in the foreign markets. While this is an underlying assumption of all international marketing .."
Tags: literature review, brand management, hotel industry, hospitality industry, japan
Abstract This paper provides a detailed overview of acids and bases in the pH scale, including the history, characteristics, types, and Ka values with chemistry and biology applications. The paper covers seven main parts: the history starting with the Romans; the definition of both an acid and a base; the characteristics of acids and bases; types of acids and bases; how to determine an acid number; the relationship between acids and bases to the pH scale; and aqueous and self-ionization solutions. I. Introduction A. What do acids and alkalines have in common? 1.To test whether temperature affected the acidity of different liquids. 2. The complexity and fascination of such project. 3. If different types of liquids were utilized, then temperature would certainly make a difference, however minimal. II. History A. The history of acids have dated back centuries. 1. The Romans first coined the term acidus. 2. Lavoisier's work with acids. 3. Predecessors, such as Arrhenius. III. Definition of acid A. The definition of acids have been controversial at times. 1. The Arrhenius definition 2. The Bronsted definition 3. The Lewis definition IV. Characterizing acids in general B. The nature of acids 1. Sourness 2. Dissolving in water V. Types of Acids A. Strong acids 1. Fundamental characteristics. 2. Dangerous 3. Larger Ka values B. Weak acids 1. Fundamental characteristics 2. Smaller Ka values 3. Equilibrium watch VI. Characterizing Bases. A. Bases are the opposite of acids 1. The Arrhenius definition 2. Characteristics B. Strong and weak bases VII. Acidity A. Acid number has a lot of relation to everything else 1. Determining acid number 2. Acid numbers importance B. pH is the epitome of research 1. Aqueous solution 2. Self- ionization 3. Definitions
From the Paper "What do acids and alkaline truly have in common? The history of the understanding of an acid is relatively old. Dating back to the Roman Empire days, came the word that we derived acid from, acidus, meaning sour. Around the 1800s, French chemists erroneously believed that all acids contained oxygen, including the famed Antoine Lavoisier. Svante Arrhenius, a Swedish scientist in the mid 1800s and a Nobel laureate, did a few experimentations with acids, and came up with concocting a definitive, chemically sound definition of an acid. Later on, in the 20th century, the partners Bronsted and Lowry initiated theories about acids using and published the acid-based concept. The most pragmatic research of acids and bases came from the American chemist Gilbert Lewis. Ever since then, the idea of acids and base has been widely recognized, although the definitions of such terms have been rather controversial."
Abstract This paper explains that the concept of distance-based education has become one of the most dynamic and fastest-growing segments of both university and graduate level educations; even many educational institutions that once considered themselves to have long histories with traditional classroom-based learning have begun to expand their existing programs because of technology advances like the internet. The author points out that, although, in the past, it was often considered that students learned more in traditionally based programs than in distance-based programs, distance-based educational programs have been shown to be just as difficult as any brick and mortar classroom setting and, in many instances, may actually offer more of a challenge than traditional counterparts. The paper states that success measurements should be getting students enrolled and successfully through the program plus surveys of students and teachers regarding the ease of use and system reliability.
Table of Contents
Introduction
Description and Analysis of Context for the Change
Intervention Plan
Student Requirements General Approach
Student Requirements Rationale/Assumptions/Relationship to the Change Literature
Student Requirements Strategies/Stage/Steps
Student Requirements Players/Roles/Responsibilities
Student Requirements Sequencing Of Effort over 3 to 6 Months
Organizational Development Efforts General Approach
Organizational Development Efforts Rationale/Assumptions/Relationship to the Change Literature
Organizational Development Efforts Strategies/Stage/Steps
Organizational Development Efforts Players/Roles/Responsibilities
Organizational Development Efforts Sequencing of Effort over 3 to 6 Months
Success Indicators
From the Paper "The world has adjusted to the internet. Consider that local area networking and the internet has changed life to a point where a music download site like KaZaA has approximately one hundred sixty million users worldwide that have downloaded some version of the company's proprietary software. America is now at point where almost all business people are required to check daily emails and their children download internet music and housewives bargain shop on eBay. The advances in technology like file swapping are skills now just taken for granted. The individuals who take these skills for granted are the potential students for a program like this."
Tags: classroom-based, internet, measurement, requirements, systems
Abstract The paper discusses the potential benefits of incorporating brain-based, active learning, inquiry-based, hands-on participation and multiple intelligence-based methods of academic instruction in the classroom. The paper proposes a study that will use ordinary television and VHS educational programming as a means of improving learning among primary and secondary students. The paper relates the research questions, an abridged methodology and a timeline.
Outline:
Statement of the Problem and Purpose
Preliminary Literature Review
Research Questions
Abridged Methodology
Timeline
From the Paper "American education has evolved tremendously between the original one-room schoolhouse of the 19th and early 20th century to it modern incarnation. Instead of combined classrooms for primary and secondary school students, the contemporary American public education system provides progressive, graduated, age-appropriate instruction through the final year of secondary education. The first generation of American students used a single textbook, often sharing it with another classmate. Even throughout most of the last century, students in every grade still used the exact same textbooks as preceding class and the texts themselves updated only after a decade or more of use; in many instances, it was not uncommon that students used the same textbooks as had their parents."
Abstract This paper discusses the importance of using brain-based education research for teaching adult learners. It examines findings from brain-based research, information regarding the adult learner, and the use of brain-based education for adult learners.
From the Paper "This research paper presents the importance of using brain-based education research for the teaching of the adult learner. Findings from brain-based research information regarding the adult learner and the ..."
Tags: brain-based research adult learners, education
