Abstract In this article, the writer examines the coffee shop industry in the Untied States. The writer points out that Starbucks is the dominant leader in this industry, followed by regional competitors Diedrich Coffee and the many individually owned and operated coffee shops throughout the metro area and the nation. Starbucks, Dietrich Coffee, and the Coffee Bean and Tea Leaf Company, which has locations both throughout the Western US and internationally, are the three companies included in this marketingstrategy and competitive analysis. The writer demonstrates that Starbucks dominates the U.S. coffeemarket from a retail perspective and has critical success factors of global growth and supply chain coordination as their most pressing challenges. The writer concludes that the competitive growth strategy of Starbucks centers on the management team's focus on the development and launching of stores, on international growth and on improving innovation and new product development.
Outline:
Introduction
Segmentation Strategies Marketing Mix Analysis
Website Analysis
Market Position Analysis
Micro-environment versus Macro-environment
Customer Relationship Management
Societal Marketing Concept Stages of the Product Life Cycle
Personal Buyer Decision Process
Competitive Analysis of Advertising Efforts
Supply Chain Management Assessment
Sustainable Competitive Advantages
References
From the Paper "Starbucks' segmentation is also globally-focused, as can be seen from the world map shown in the following graphic. Segmenting globally has raised an entirely new set of revenue opportunities for the company, which expects by 2009 to have the majority of its revenue generated outside the United States. Investment analysts tracking Starbucks agree with this assessment. The backlash against globalization from western corporations is a major issue for Starbucks global growth plans, and their approach to highly customizing their stores and hiring only local workers, giving them health insurance, profit sharing, and respecting local customs has helped make globalization successful to this point. There is an abundance of work going on inside Starbucks right now to bring GIS expertise in-house to aid in their segmentation planning based on taking both demographic, psychographic and attitudinal segmentation criteria overlaid against potential market areas."
Abstract This paper provides an overview of the background of the Coca-Cola Company, its' marketingstrategies and positioning through product, price and promotion. The writer considers Coca-Cola's targeting and positioning a key marketingstrategy for the company. Additionally, the paper explains that Coca-Cola's goal is to use the company's assets, financial strength, distribution system and strong commitment of management and employees, to become more competitive and accelerate growth. The paper concludes with recommendations for improvements in Coca-Cola's marketing.
Outline:
Introduction
The Coca-Cola Company's Background
Coca-Cola's MarketingStrategies & Evaluation - Strategy Level
Coca-Cola's MarketingStrategies & Evaluation - Tactical Level
Industry Analysis
SWOT Analysis
Recommendations for Improvements in Marketing Operations and Strategy Conclusion
From the Paper "At the strategy level, Coca-Cola's marketing strategy involves a thorough examination of the company's market segmentation, targeting, and positioning. Overall, Coca-Cola boasts impressive statistics, including 50,000 employees; a total debt of only $7,003.0 million; cash balance of $6,707.0 million; and revenues for 2004 of $22,150.0 million, which has steadily increased since 2001 (Reuters at http://www.investor.reuters.com/business/). Currently, the United States is the company's largest market. However, only 20% of Coca-Cola's operating income comes from the United States, where the company sells over 3 billion unit cases a year to capture 41% of the entire United States soft drink market (Research Reports at http://www.ascensio.com/Reports/CokeClassicCC.aspx). This is an example of the strength of Coca-Cola's market segmentation, because essentially half of the United States soft drink market belongs to Coca-Cola. Even in a developed market such as the United States case sales have grown at 3% per year over the past five years."
Abstract This paper discusses international marketingstrategy and several shortcomings of current strategies. Particularly, standardized approaches to global marketing across markets are examined as being rife with potential cultural hazards. A segmented marketingstrategy is offered as an alternative because it focuses on depth rather than breadth. Nike is utilized as an example of an MNC that is victim of a standardized marketing approach.
From the Paper "When moving from a national to an international market, one of the primary issues in developing a marketing plan and a strategy to execute on the plan is the ability to integrate the cultural characteristics of the target market into the plan. While the need for such consideration might seem self-evident there is still a significant percentage of the business community that enters foreign markets without proper due diligence and the results can prove catastrophic at worst and embarrassing at best. Some debate exists whether market research deserves its own separate business emphasis in marketing strategy: "the topic of business communication requires an independent research agenda about intercultural interaction. Indeed, research has paid little attention to the quality of persuasive documents used in international business..."(Hoeken et al, 2003, para.2). "
This paper examines the scope of a specific company, the product, place, prime and promotion that is used as part of a marketingstrategy intended to generate profits in annual sales.
Abstract This paper analyzes the intricate business practices of McDonald's while focusing on the product, place, price and promotion that is used as part of a marketingstrategy to generate hundreds of millions of dollars in annual sales. This paper accurately details various marketing techniques and strategies that have given an ordinary product, such as McDonald's burgers and fries an exciting and evolutionary life as well as impressive profits. This paper also cites various research statistics and results relevant to this particular topic.
Table of Contents:
Abstract
A Look at McDonald's
Product Marketing Place, in Relation to Marketing Pricing
Promotion
Summary
References
From the Paper "If you build a McDonald's in the right area, the people will come, but good pricing surely plays a role in getting them to come back. One of the main elements of McDonald's marketing strategy is effective pricing of their product. Knowing that their target market consists in large part of families, who often need an affordable way to dine out with the children, their menu over the years has been priced in a way that allows virtually anyone to eat at McDonald's and enjoy a quality meal without spending a large amount of money. What it really comes down to is value- people enjoy McDonald's food which is a big part of repeat business; the best pricing in the world will not sell a product if the consumer does not perceive value in what they are purchasing. In fact, McDonald's states this outright in their "Value Menu" offerings of recent years, which provide selected menu items at a bargain price, most times, $1.00 or less."
Abstract This paper studies Procter and Gamble's marketingstrategy, focusing on a case study of one of the company's products: Crest Whistestrips. The paper, which includes a copy of an article detailing market research for Whitestrips, summarizes the effect that the market research had on Procter & Gamble's marketingstrategy and tactics for that product.
Abstract This paper compares and contrasts the marketingstrategies of FedEx and UPS for entry into the Chinese market. The areas discussed include market entry strategy, marketing mix and the effects these have on the decisions of client firms on placement of their manufacturing locations.
From the Paper "FedEx's market entry strategy is what is described as a ?frontal-assault strategy.? FedEx's strategy is aggressive, high cost and Americanized.
The first thing noted is that their strategy in China is exactly the same as in any location. As the executive vice president of FedEx is quoted as saying "we"ve got a pretty good formula for attacking any market...whether its China or Japan or Germany, it really doesn?t make any difference.?
"Market entry strategies will normally take into account the environment of the market to be entered and develop a strategy that best suits that market. Considering the high cost of entry into the Chinese market adopting an American approach without considering whether it is the best approach could be concerning."
Abstract This paper uses Michael Porter's competitive strategy framework to analyze the marketingstrategy requirements for the MP3 player industry in the United States.
From the Paper "Michael E Porter's competitive strategy framework provides an excellent basis for analyzing the marketing strategy requirements of any industry. Porter, a business administration professor at Harvard Business School is ..."
Tags:marketing, Michael Porter, competitive strategy, marketingstrategy, strategic planning, MP3, five forces
Abstract This paper analyzes the marketingstrategy of "Wild Oats," a chain of natural supermarket, through an examination of their promotional techniques. The author describes the different advertising approaches found on the chain's homepage. Although the tone of the marketing is not overtly persuasive, it subtly uses persuasive informative and reminder-type techniques. The author finds that "Wild Oats" successfully employs an integrated marketing communication strategy that appeals to middle class consumers.
From the Paper "Wild Oats thus deploys a mass advertising promotional strategy through its web page, which gives consumers information about the product, and uses Amazon.com to increase the sales as well as the visibility of its product on a national level through the web. However, within the local stores themselves, Wild Oats makes use of community outreach through schools, by selling and promoting local products, and by engaging in other efforts through the stores themselves to increase local visibility, such as advertising the farms from where its products were purchased. Finally, by offering purely informational material on its Internet site, it draws additional traffic from web-surfers who may be looking for information regarding the benefits of 'going organic,' and after becoming persuaded about the general superiority of such produce, decide to make their next grocery store trip at Wild Oats."
Abstract This paper defines the 4Ps: Product, Price, Place and Promotion. The author explains how these elements inter-relate to form the marketing mix. The paper applies the marketing mix to find a marketingstrategy for the Segway Human Transporter.
From the Paper "According to the Internet Center for Management and Business Administration, Inc., the marketing mix involves the four main elements used by a seller to market its goods and service.s The marketing mix consists of Product, Price and Place---meaning distribution or channels---and Promotion. These four tools, and more specifically the interaction between these elements, shape market demand. Demand is influenced by the combination of product, design, manufacture, packaging, price, channels of distribution, advertising, promotion and selling. In a two-wheeled machine called the Segway Human Transporter ... "
Abstract This paper defines marketing in organizations as a business practice that is necessary to create brand identities, brand awareness and brand equity. Particular emphasis is paid to some new and innovative marketing tools based on the Internet medium and the opportunity it presents for selective targeting of an audience. Additionally, the paper also discusses how information as a marketing device is accessed and collected through the Internet in terms of behavioral marketing techniques and related marketingstrategies.
From the Paper "Marketing is a planned methodology to figure out how to create a desire or an affinity for something on the part of a consumer or customer whether internal or external or business or consumer. It is not even necessarily confined to the necessity of elevating sales. Marketing has been defined by several parties as nothing more than, "...series of activities that generates interest in your products and services"(Wilson, 2004, para.1) and the sum total of communications programs meant to achieve a desired result (Corder, Deasy & Thompson, 1999, para.1). While the author's personal observation of what marketing is and the various other given definitions of marketing are all equally valid, marketing is more often defined by the sheer variety of its characteristics rather than by one set of single accepted definition."
Abstract This paper discusses the Copacabana Palace hotel in Brazil and its marketingstrategies. The paper first relates that the Copacabana Palace is the largest and most luxurious hotel in Rio de Janeiro, Brazil. The paper then discusses how the hotel should identify their target market, how they can add more value to their promotional campaigns and how they can identify customers' expectations and desires. The paper notes the successful location of the Copacabana Palace and looks at how they can measure the level of customer satisfaction.
Outline:
Executive Summary
Target Market Customer Information
Tourist Expectations
Linkage of Products and Services to the Hotel's Location
Satisfaction Methodologies
Conclusions
From the Paper "Tourism has always been an extremely popular industry, generating billion dollars in revenues each year. Depending on the land's resources and the authorities' ability to properly manage them, countries have the possibility of reaching national growth and development through touristy activities. A most relevant example of a country who has managed to become a great touristy attraction is Brazil. However there are still important issues that need to be addressed, such as uneven distribution of wealth and still increased poverty rate, the country is developing with the support of its touristy industry."
Abstract The paper discusses the importance of creating marketingstrategies based on buyer behavior. The paper focuses on the business-to-consumer (B2C) and business-to-business (B2B) marketplaces. The paper notes the differences in behavior between B2C and B2B customers and how the B2B buyer behavior is inherently more complex that B2C. The paper examines the online selling strategies of the Nike and Dell companies.
Outline:
Comparing How B2C versus B2B Buyers Like to Buy
Anticipating and Responding to B2B Consumer Behavior
Summary
From the Paper "Buyer behavior and attitudes is the cornerstone of any businesses' growth. This transcends the Business-to-Consumer (B2C) and Business-to-Business (B2B) marketplaces, each having significantly different types of buyers and buying processes. The role of electronic commerce to enable initiatives in both the B2B and B2C market sectors is increasing and illustrates through the variations in marketing strategies how each type of customer in these specific markets chooses to buy."
Abstract This paper describes relevant characteristics of the Middle East consumer market in the United States. It presents an e-marketingstrategy to improve the image of this ethnic minority since 9/11 when they came under suspicion. The paper explores political issues.
Abstract This paper summarizes an article about Disney's plan to issue limited-play DVDs. The paper then applies marketingstrategy theory to explain this decision, including the rules of countering competition and substitute product. The paper also investigates how this decision reflects an attempt to develop and promote new uses for existing products.
From the Paper "As products move through the product life cycle, manufacturers face increased competition from direct competitors as well as from substitute products. Profit margins fall as competition increases and once-strong products...."
Abstract This paper provides a case analysis of "TV Guide"'s marketingstrategy, which emphasizes age targeting. The paper examines the Guide's success in targeting both the baby boomer generation and the 34-and-under segment.
From the Paper "The greatest strategic marketing issue for TV Guide is targeting its market by age groups. According to 'TV Guide''s demographics, its readers are divided almost evenly between men and women and its readership increases with ..."
Tags: TV Guide, case analysis, marketing, baby boomers, targeting, age
