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 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."

Tags:elucidation, symptom checker, growing marijuana, romance downloading

Abstract
This paper explains that Home Depot is a customer driven company known for its excellent customer service, helpful employees, professional clinics and in-store clinics, which build lasting relationships with customers by helping them solve their problems. The author points out that Home Depot's prices run 20 to 30 percent below those of local hardware stores; however, there are certain categories in which it charges premium prices such as home construction supplies. The paper reports that Home Depot has entered successfully the Canadian and Mexican markets, has acquired an already established Chinese home improvement retailer, The Home Way, and is evaluating major European markets and other countries.

Table of Contents:
Competitors
Target Market
Products
Pricing Strategy
International Presence
Marketing Strategy

From the Paper
"Lowe Companies Inc. is the direct as well as major competitor of Home Depot. Lowe started as a regional hardware store and today has become the number two home improvement chain. Lowe over the years has given stiff competition to Home Depot resulting in the resignation of its CEO Robert Nardelli this year due to the stock's poor performance as compared to Lowe's. Though Home Depot is the No. 1 home-improvement retailer, No. 2 Lowe's has been growing faster."

Tags:lowe, service, international, customer, products

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."

Tags:marketing, strategy, international, franchise, mega, store, do-it-yourself

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."

Tags:customer, service, Do-It-Yourself, retailers

Abstract
This paper is a reception analysis of "Forgotten Silver," a fake documentary by New Zealand film director Peter Jackson. The paper focuses on the movie, which purported to document the discovery of long-lost New Zealand filmmaker Collin McKenzie, and contended that this re-discovery was of such importance that it would result in the re-writing of cinematic history. The paper explains that the film uses popular New Zealand settler myths such as the white-settler pioneer who masters nature, the rural pastoral paradise, the "do-it-yourself" Kiwi bloke, and an enterprise culture that favors a "have-a-go" spirit. The paper concludes that the film is a lesson in two things: myths do not make the state great, and documentaries are not always truthful (especially when they are fake).

From the Paper
"Forgotten Silver is exploitative. On one hand, it exploits its audience in the sense movies exploit some mundane premise of sex or violence to attract spectatorship. This is correct only to a certain degree, and most especially of the network and its various media partners, such as the Listener: the promise to depict the discovery of a national treasure (in the form of a person) was used in print and advertising to attract viewer-ship. On the other hand, once spectators were drawn to the program, the movie came to exploit the national myths of the culture in order to create an emotional bond between their idea of what Pakeha identity constitutes. The movie also mocks the audience's expectations of what documentary should be, and the application of those expected modes towards the cultural themes commonly accepted by the state's predominantly white population. Conrich and Smith write:"

Tags:McKenzie, Collin, Maoriland, Kiwi

Abstract
The paper introduces ISDistribution as a company built on the assumption that the management of information technology for business is like legal advice, accounting, graphic arts, and other bodies of knowledge, in that it is not essentially a do-it-yourself prospect. It shows that smart business people who are not computer hobbyists need to find quality vendors of reliable hardware, software, service, and support. They need to use these quality vendors as they use their other professional service suppliers, as trusted allies. This plan includes this summary and chapters on the company, products and services, market focus, action plans and forecasts, management team, financial plan, and international partner. The paper makes use of graphs and illustrations.

Table of Contents
Executive Summary
Mission Statement
Objectives
Keys to Success
Company Description
Products
Product Description
Competitive Comparison
Technology
Service and Support
Future Products
Management Plan
Organizational Structure
Management Team
Human Resources Projections
Wages and Benefits
Production Process (Gantt)
Company Location and Facility Layout
Marketing Plan
Industry Analysis
Industry Participants
Main Competitors
Competition Buying Patterns
Market Segmentation
Target Market
Home Offices Needs and Requirements
Competitive Forces
Distribution Patterns
Small Business Needs and Requirements
Competitive Forces Distribution Patterns
Marketing Plan Strategy
Emphasize Service and Support
Emphasize Relationships
Competitive Edge
Pricing Strategy
Promotion Strategy
Sales Strategy
Sales Forecast
Financial Plan
Feasibility Analysis
Break Even Analysis
International Partner
Analysis and Research of Country
Exchange Rate Strategy
Bibliography

From the Paper
"By focusing on its strengths, its key customers, and the underlying values they need, ISDistribution will increase sales to more than $8 million in three years, while also improving on sales and cash management and working capital. This business plan leads the way. It renews our vision and strategic focus: adding value to our target market segments, the small business and high-end home office users, in our local market. It also provides the systematic plan for improving our sales and profitability."

Tags:computer, management, reseller, sales, technology

Abstract
The paper is a business plan for "Designonline", an online interior design company with a potential client base of millions. The paper analyzes how the company makes use of two trends in American society: the trend toward do-it-yourself projects and the trend toward improving interior design in residential buildings. The company also makes use of the increasing power of home computers by offering simulation iconography and three-dimensional design that is both powerful enough to create designs with our tutorials, and simple enough for the average computer-literate consumer to use successfully.

Table of Contents:
Executive Summary
Description of Company
Industry Analysis
Objectives
Mission
Competitive Comparison
Technology and Challenges
My Role in the New Company

From the Paper
"Those with large incomes generally hire an interior designer to assist them; those without that level of income have fallen between the cracks, unless they opted for the one-stop Ethan Allen method. Designonline's challenge will be to successfully market to those with "Ethan Allen" incomes who do not wish to be locked into Ethan Allen products, and but are willing to do it themselves to create a more attractive home."

Tags:American, Society, of, Interior, Design

Abstract
This paper analyzes the marketing plan for Home Depot, the problems facing the company, its competition, and its plan for future growth as it shifts to a focus on the professional contractor rather than the do-it-yourselfer.

Abstract
This paper describes and analyzes the experiences of the B&Q company as it attempted to secure a position in the DIY industry in China. In particular, the paper shows how B&Q has been successful and how the company will be successful in the future because of its marketing plan. The DIY market in China and the economic climate is discussed, and it also shows how B&Q analyzed the market in China so that it could succeed. B&Q's approach to localization and marketing is presented in light of their success in China, with an emphasis on how they presented DIY to the Chinese people. Additionally, legal issues when doing business are presented in a list format. This is followed by a pro and con discussion of investing in China. The paper concludes by citing B&Q's emphasis on the importance of consumer behavior. Because the company has taken the time to learn about the DIY market in China the company has been able to succeed.

From the Paper
"Trying to create a global market makes this especially significant, because globalization makes marketing much more difficult (Bass, 1993). Cultural issues play a large part in this, since the way that something is marketed in one country might not work well in another country. Those that market in a global world often have to deal with issues such as this, and they must study cultural differences, rates of exchange, and many other things in an effort to determine what kind of marketing strategy they wish to use in what area of the world."

Tags:Do-It-Yourself, channels of distribution, localization