Abstract This paper is a complete marketing communications plan for U.K. Black & Decker (B&D) to expand its do-it-yourself (DIY) tools sales to women, especially in this period of economic downturn. The suggested key communication messages to this target audience is that women using B&D tools are the epitome of strength, power, independence and control and that there is nothing a woman cannot do. The paper discusses a complete project from the situation analysis to media scheduling and campaign evaluation. A cover illustration and table are included.
Table of Contents:
Executive Summary
Contents
Situation Analysis
Competitor Analysis
Consumer Analysis
Market Analysis
Product Analysis
Communications Analysis
Target Market Profile
Objectives
Marketing Objectives
Communication Objectives
Marketing Communication Strategy and Tactics
Communications Strategy
Creative Strategy And Execution
Creative Positioning
Key Messages/Propositions
Variations in Creative Executions by Proposed Media Channel
Media/Channel Strategy
Objectives
Media Strategy
Media Vehicles Recommended
Tactics
Timing and Estimated Budget Breakdown
Campaign Flow
Briefing
Scheduling
Campaign Evaluation
From the Paper "Based on the research highlighted above, B&D will package a range of tools that will be combined into a toolkit specifically aimed at women, and will contain basic DIY and home maintenance tools, proven popular with women, such as; screwdrivers of several sizes and types, pliers, a hammer, monkey wrench, several common spanners, and a power drill/screwdriver. This range of tool will be designed to meet the needs of the consumer, namely, new, sleek, ergonomic and lighter tools."
Tags: symbol, home improvement, psychographics colors channel
Abstract This paper examines how Home Depot is the leading retail marketer of home improvement products, furnishings, and equipment related to the home improvement industry. It looks at how it has become a ubiquitous brand name, virtually synonymous with the home improvement industry. It also explores Lowe"s, its dominant competitor, and shows how, although quite similar in their target audiences and in the products they purvey, Home Depot and Lowe's are characterized by different marketing structures and have developed rather different goals, boundaries, and activity systems in terms of sales per store and desired customer base.
Outline
Introduction: Home Depot vs. Lowe's History
Background on Lowe" s
Background on Home Depot
Comparison Between the Two Home Retailers Image
Goals-Boundaries-Activity Systems (GBAS Model)
Conclusion and Recommendations
From the Paper "The company serves more than ?seven million do-it-yourself and commercial business customers each week through 875 stores in 45 states.? Lowe's advertises its relative smallness and intimacy as a purveyor, and also its community service, such as its contributions to "civic groups with public safety projects" through which it shares ?important home safety and fire prevention information with neighborhoods across the country.? Also, it states in its company mission ?Lowe's is committed to understanding and reflecting our communities' diverse cultures in our staffing, business partnerships and the products we sell. We are committed to making diversity and inclusion a natural part of the way we do business.? ("About Lowe"s, 2004)"
Abstract This paper is a strategic business analysis of Home Depot, detailing its internal and external factors, its position with reference to its closest competitor (Lowe's) and the basis for its competitive advantage. Strengths, weaknesses, threats, and opportunities (a SWOT analysis) are highlighted.
From the Paper "Home Depot is indisputably the world's largest home improvement retailer topping the list with stores compared with the stores of its nearest competitor Lowe's World's Largest Home Improvement Retailer..."
Tags: Home Depot, Lowe's, internal environment, external environment, competitive advantage, entrepreneurial, e-commerce, AARP, Olympic, DIY, do-it-yourself, urban development
Abstract This paper is a step-by-step guide to creating a computer network for a college campus. The author explains the purpose of the network, followed by the procedures needed to organize the creation of the network. The paper describes the equipment and facilities needed, and explains the industry standards. The paper explains the need for a UPS, explains cable considerations, and explains the standards for creating an easily usable network, as well as one which can be maintained by non-certified personnel.
From the Paper "In summary, ensure that a well thought out plan designed around every technology is incorporated to develop a suitable intelligent building network. The cabling task can be daunting if a person doesn't know how to reduce the time and money it requires to provide cabling to a vast network. There is always an efficient alternative available which have been discussed in the paper. If they are kept in view, a person can develop a huge network economically and efficiently in a short time. "
Abstract This paper discusses the business operations, strategies, and future options of the Home Depot, a leader in the retail building and supply industry. The paper points out that the Home Depot's dominance in the all important "do-it-yourself" (DIY) industry caused many small regional operators and businesses to close down. The paper gives a brief overview of the factors contributing to the company's success, such as pricing strategy, customer service , an established brand name, efficient corporate structure, human resources, use of technology, and their ability to grow both abroad and domestically. In conclusion, the paper suggests that, in order to ensure Home Depot's continued success, thorough risk assessment, formulation assistance, development of new products, and testing are necessary steps it must undertake.
Outline:
Retail Building and Supply Industry
The Professional Business Segment
Internal Strengths
Impact Analysis
Potential Weakness of Recommendations
From the Paper "The Home Depot has several internal strengths it can rely on going into the future. The list includes but is not limited to: Pricing Strategy (marketing and sales), customer service (service), an established brand name, efficient corporate structure (operations), human resources (inbound logistics), use of technology (outbound logistics) and their ability to grow abroad and domestically in both RYI and Professional market segments.
"Establishing a dependable relationship with its suppliers is one of the main reasons that Home Depot is able to undercut the competition by as much as 25% in price. The majority of the 5,700 vendors Home Depot does business with are purely manufactures, allowing for "corner cutting" on prices accordingly. This simply reinforces their slogan of "Everyday Low Prices". Reinforcing this corporate philosophy into the global market through cheaper labor is key. Any sort of expansion would involve improvising this internal corporate strength."
Abstract The paper evaluates thirty observations of shoppers using automated checkout lanes at Home Depot, concentrating on twelve of them that illustrate the highest levels of variation in customer service levels. The paper demonstrates the problems and frustration these automated checkout systems cause for more complicated transactions. The paper concludes that Do-It-Yourself (DIY) retailers continue to invest in self-service checkout lanes despite their relative low use and evident frustration, due to the significant cost reductions possible even with low usage rates. The paper attaches an overview of all transactions by date and the legend of values used to code the results as Appendix A and a frequency distribution table as Appendix B.
Outline:
Introduction
Key Findings from the Analysis
Customer Service Triage at Home Depot
Balancing Automated and Personalized Service
Conclusion
From the Paper "Automated self-service check-out lanes are becoming increasingly prevalent throughout many retailers as this technology has the potential to significantly reduce costs of providing additional attendants to staff checkout lanes with cash registers, in addition to freeing up staff to work the isles of the store and provide greater customer service. The analysis of twelve specific transactions however out of a total set of thirty shows that the ability of these self-service checkout lanes to manage anything but the most simplest of transactions causes a greater level of manual intervention from customer service representatives working at the store."
This paper discusses Home Depot's slogan "you can do it, we can help" and maintains that it is effective because it is a slogan that accurately describes the mission and values of Home Depot.
Abstract In this article, the writer researches the marketing plan of Home Depot and looks at their slogan of "You can do it, we can help." This paper examines precisely what Home Depot offers to their customers, the target market of Home Depot and looks at how the company has become a household name in home improvement. The writer maintains that the community initiatives of Home Depot serve to integrate the business organization into the community at the very grass roots, as Home Depot both caters to homeowners with the offering of both products and services and really does assist the customer to do that which they might not have believed they could accomplish on their own. The writer concludes that Home Depot is not just helping individuals and families achieve their goals but is importantly assisting communities as a whole to achieve important and commendable goals in the community, throughout many communities, across the United States and internationally proving that their slogan of: "You can do it, We can help" is more than a slogan but instead is the guiding principle of Home Depot.
Outline:
Objective
Statement of Thesis
Introduction
Community Involvement Critical in Marketing Strategies
Corporate Governance Plays a Leading Role
Housing Impact Grants and the Home Depot
Partners and Programs of the Home Depot Team
The Home Depot Clinics and Workshops
Summary
Conclusion
From the Paper " The Home Depot invests in its customers and provides workshops and clinics which serve to provide instruction to consumers on how to successfully complete their own home projects. One example is a workshop on how to install crown molding. The Home Depot also offers kids workshops for children ages five to twelve which teach children not only skills but as well teaches them safety. These activities instill children and adults with confidence and allows them to possess a sense of having accomplished something really important. The Home Depot also offers online workshops which are archived for the convenience of consumers who desire to learn how to do home projects on their own."
Abstract This paper uses the example of a fictional man, Alfred, to illustrate how the Internet has led to a do-it-yourself (DIY) society. The paper describes how Alfred consults the Internet for answers in lieu of consulting with actual persons, demonstrating that the Internet can be consulted on topics ranging from healthcare to courtship. The paper concludes that the information superhighway has matured into a one-way avenue protracting from the domain of bewilderment. Alfred is a modern man plagued by life's unceasing enigmas. The World Wide Web is a modern innovation endowed with all the answers.
From the Paper "Likewise, the expansion of the World Wide Web has evoked a surprising response from America's drug culture. Let's suppose Alfred befriends a disreputable crowd; he begins to venture down the wrong path. Alfred sets sail into a sea of shady substances. After a brief period of time, Alfred's conduct transmogrifies into that of a cold hard criminal. He performs late night expeditions to consummate illegal drug transactions; he begins to struggle with his finances; and when propelled into financial destitution, he pawns off his aunt Claudia's antique lamp collection for $175."
