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International Marketing Planning, 2005.
This paper discusses the elements of international marketing planning to global or Euro-consumers, especially in the hospitality industry.
3,045 words (approx. 12.2 pages), 4 sources, APA, $ 89.95
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Abstract
This paper explains that the emergence of the global consumer or Euro-consumer can be attributed to the marketing activities of large multi-national organizations, rather than changes in consumer behavior; however, at the same time, more and more businesses have begun to market internationally because of the emergence of the global and Euro-consumer. The paper stresses that the major issues in designing international marketing campaigns are price, including the cost of transportation, tariffs, importer, wholesaler and retailer margins in addition to the factory price and the promotional process in which the main issue is communication adaptation. The paper states that the international hospitality industry has responded to and created global trends by solving consumer demands, such as easy purchase, last-minute bookings and non-conventional tourism, by using the internet for books, providing in-room guest portal services and eco-tourism.
Table of Contents
Introduction
The Global or Euro-consumer
International Marketing Planning
International Marketing Techniques
Has the International Hospitality Industry Responded to or Created Global Trends?
Conclusion
From the Paper
"Ultimately, the world is undergoing unprecedented social and cultural changes as global trade in consumer goods begins a new phase of expansion. Global communications media and cheap air travel have reduced the costs of cross-cultural connections of all kinds, increasing trade, tourism, and consumerism to new levels -- and bringing about the emergence of the global and Euro-consumers. At the same time, following the collapse of the Eastern Bloc communist countries, capitalism has become more omnipresent, less nationally-limited, and more influential all over the globe. All of these occurrences have contributed (along with mass marketing campaigns) to the development and emergence of the global and Euro-consumers. Now that the global and Euro-consumer has emerged, multinational organizations direct their marketing accordingly to meet the changes in consumer behavior."
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International Hotel Marketing Planning, 2006.
This paper examines the case study of the Accor Group of Hotels in Indonesia, in which the company decided to market and develop a chain of standardized hotels similar to the Holiday Inn chain in the US.
3,200 words (approx. 12.8 pages), 4 sources, APA, $ 92.95
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Abstract
This paper details how Paul Dubrule and Gerard Pelission, innovative entrepreneurs, along with the Indonesian Accor Group of Hotels came to launch a chain of 3 star hotels, popularly known as "Novotels," which afforded guests a convenient location, reasonable price and service, while expanding their business abroad. The paper examines hotel business practices in different parts of world and details the many factors involved launching and marketing new hotels including choosing locations and staffing these establishments while increasing tourism and profits wherever these hotels may reside.
From the Paper
"With 2200 Hotels around the globe & 265000 rooms worldwide, Accor had standardized its hospitality structure. The number of rooms and the category of rated hotels in the Accor group are given per Exhibit 8 of the case study. The Management always ensured while establishing a Hotel that it was done at a good location, like out of town or near International Airports or International Highways where the land was procured cheaply and in abundance. This enabled the hotel to have plenty of open space, free car parks, playgrounds, swimming pools and so on.
It also ensured that the hotel could maintain it's international image with standardized customer services throughout its network."
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International Marketing, 2007.
This paper presents an international marketing strategy for drink production.
2,163 words (approx. 8.7 pages), 15 sources, MLA, $ 67.95
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Abstract
The paper explains that for any company wishing to operate successfully in the long term, it is important to enter international markets and this will allow the company to become more competitive in their internal markets too. The subject research is targeted at estimating possible possibilities for a high fiber health drink to be marketed in the Ukraine. The research evaluates the internal and external market conditions and, based on the results, the paper offers the right marketing mix, states the financial objectives for the company wishing to enter this market and offers a step-by-step activity plan for the management with possible market capacity estimation.
From the Paper
"The company X produces non-alcoholic beverages targeted at middle income purchasers operating in Sweden, Denmark, Germany and some other European countries where it possesses more than 40% of the market share for non-alcoholic drinks and 60% of the market share for non-sweetened non-alcoholic drinks. As in the recent past the company started experiencing problems with retaining this great market share due to entrance to the market of some cheaper aggressive brands offering thus better deals to the company, it has decided to look for outside opportunities for the products which have proven to be very attractive for numerous years for the sophisticated European clients."
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Internal Marketing, 2007.
An evaluation of the internal marketing approach to building a continuous improvement program.
1,315 words (approx. 5.3 pages), 4 sources, MLA, $ 44.95
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Abstract
The paper describes internal marketing that is a new approach to marketing. The paper looks at the strategic and operational plans at UQ and explains that UQ has implemented a quality management program as a means of facilitating comprehensive internal marketing. The paper discusses how a continuous improvement approach at UQ can be developed if the organization analyzes operational and strategic plans to help identify gaps in service and, hence, identify improvement opportunities. The paper examines research activities for continuous improvement that are prior to establishing the internal marketing plan. The paper notes that the organization must identify its mission and goals.
Outline:
Part I - Theoretical Aspects of Internal Marketing
Continuous Marketing Approach
Research Activities For Continuous Improvement
Part II- Preparation of Internal Marketing Plan For Continuous Improvement Program
Evaluation of Plan In Terms of Success of Continuous Improvement
From the Paper
"The operational and strategic plans developed at UQ must be aligned with organisational goals and objectives, the organisations mission and the organisations values program. The implementation of a quality management program will involve developing and nurturing a culture that supports continuous improvement. As Pervaiz & Rafiq (2002) note it is vital to view quality as part of the value of a system promoting accountability throughout the organisation. UQ has implemented a quality management approach by viewing quality as a "core value" that all members of the organisation are involved in through quality initiatives."
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Strategic Marketing Planning, 2005.
This paper discusses the concept of strategic marketing planning.
2,025 words (approx. 8.1 pages), 6 sources, APA, $ 71.95
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Abstract
This paper discusses the concepts of customer needs. The author describes a comprehensive strategic marketing to a target audience. The paper applies this concept to marketing the product and service for a hypothetical company marketing a VPN.
From the Paper
"Choosing an appropriate target market requires an understanding of how consumers make purchase decisions. It is necessary then to identify consumer purchasing behavior model that can govern the way consumer needs influence their buying decisions. That information will make it possible to develop a strategic marketing plan that prompts the appropriate consumer response needed to initiate purchasing. There are a number of internal and external factors that influence consumer buying and these determine how consumers will respond to various marketing techniques. Internal factors create a consumer mindset that influences ..."
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Marketing Planning, 2006.
A review of a what is necessary for an effective business marketing plan.
845 words (approx. 3.4 pages), 3 sources, MLA, $ 30.95
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Abstract
This paper analyses how segmentation influences the definition of organizational buyers and consumers, and the product attributes they identify with and expect. The paper further discusses how distribution channels emerge to serve these customers.
From the Paper
"Of all the above-mentioned types of segmentation, organizational buyers are most commonly segmented by B2B demographics, specifically focusing on the areas of procurement and purchasing roles within an organization. For consumers who are vital links in business-to-consumer (B2C) segmentation and selling scenarios, demographics is often used yet is increasingly being replaced by benefits and psychographics-based segmentation strategies as well. The emphasis in segmentation is shifting away from purely selling on price and availability and focusing more on "what in it for me" messaging to organizational or business buyers and consumers alike. "
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Global Marketing Plan for Cross-cultural Films, 2008.
A marketing plan proposed by CPAI Group, a company that produces movies and markets them internationally.
3,360 words (approx. 13.4 pages), 3 sources, MLA, $ 95.95
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Abstract
This paper is a marketing plan that describes the objectives, target customers, and marketing strategy of CPAI Group, a company located on the West Coast of the United States, which focuses on making movies that are both educational and entertaining, with a wholesome, cross-cultural appeal. The paper adds that CPAI Group has been putting out movies that are rich in plot and character, but without much of the gratuitous violence and sex that has come to characterize movies made in America and other Western nations. The company also sees a certain sense of global convergence in consumption. The paper proposes that movies can be packaged in such a way that will appeal to people from vastly different backgrounds, including people from developing countries and cultures other than that of the United States. The main target country examined is Malaysia. Finally, the paper outlines the company's proposed marketing strategy, including issues such as pricing, seeking investors, promotion, and distribution.
Outline:
Company Character
Environmental Analysis
Marketing Strategy
From the Paper
"CPAI is an ambitious company but it does not have the deep pockets of such Hollywood staples as MGM or Columbia Pictures. This explains why the company relies to some extent on simple settings. The company is getting more and more backers from companies and individuals who recognize the value in what the company is achieving. Thus, even though at the moment the company operates with a budget that is continually under strain, this is likely to change in the near future, thus allowing the company to express itself even more and to tackle a wider range of subjects and also to deal with storylines that are truly global in nature."
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NEPIRC Marketing Plan, 2007.
This paper provides an analysis of the marketing plan of the company Northeastern Pennsylvania Industrial Resource Center, Inc. (NEPIRC).
1,189 words (approx. 4.8 pages), 4 sources, MLA, $ 40.95
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Abstract
Before analyzing NEPIRC's marketing plan, the writer first defines the company's strategic mission. The writer points out that NEPIRC's strategic mission encompasses continuous improvement in product and processes, an effort to continuously add value to the business of its clients, and an impeccable image of professionalism and integrity in all business practices. The writer maintains that many of these attributes are intangible in the conventional sense, but are certainly valuable assets that serve as cornerstones of the marketing efforts of the entire organization. Further, the writer notes that by capitalizing on these positive attributes, the organization is able to in turn market an intangible, yet priceless image which its target market has embraced for decades and gives every indication of continuing to do so for many more decades to come.
Outline:
Strategic Mission of the Company Responsible for the Marketing Plan
Target Markets that the NEPIRC Marketing Plan Addresses
Marketing Objectives for the Targets
Marketing Mix Elements
Forecasts and Budgets
Contingency and Control Plans and Their Outcomes
Marketing Program Positioning Statement
Learning Experiences from the Project
Final Comments and Observations
From the Paper
"From a marketing standpoint, the objectives for the targets are quite unique because of the unique offerings of NEPIRC itself. When marketing to current and/or potential clients, the organization uses a holistic marketing approach for lack of a better term, meaning that all marketing efforts aimed at clientele try to appeal to a latent pain that the companies may be having, such as low productivity, lack of revenues, quality problems, and so forth. Rather than sending a client what would amount to a huge catalog of possible services that NEPIRC could offer, the clients are attracted to the organization with the marketing approach that the pain that has been nagging them for so long, albeit something that has been ignored and is festering to the point of extreme pain, may have a remedy that NEPIRC can provide based on their solid track record of success, high quality, focus on continuous improvement, and extensive experience with countless other clients throughout the area. This appeals to clients and actually leads to more business opportunities because the clients discuss their problems more openly, thereby creating more possible "NEPIRC cures" ."
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Analyzing Lavazza Coffee's Marketing Plan, 2008.
A discussion of the appropriate techniques for analyzing Lavazza Coffee's marketing plan.
2,700 words (approx. 10.8 pages), 6 sources, APA, $ 80.95
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Abstract
This report seeks to analyze the marketing plan for Lavazza Coffee. It explores the marketing budget for Lavazza Coffee and establishes the appropriate techniques for analyzing the marketing. The paper points out that Lavazza Coffee currently has a very well established marketing plan, however, issues related to cost and techniques needed to evaluate the plan in order to identify shortcomings, or to measure the relative the success of the marketing agenda are not efficient. The paper asserts that it is necessary to get a good grasp of these techniques and to understand the budget for Lavazza Coffee. The paper includes several tables and charts. In conclusion, the paper maintains that evaluating Lavazza's marketing plan in terms of a competitive analysis is the most appropriate evaluation technique.
Outline:
Introduction
Business Description
Analysis of Bugeting Techniques
Objective Task Approach
Advantages
Disadvantages
Percentage of Previous Sales
Budgeting and Recommendations for Future Use
Marketing Strategy
Conclusion
From the Paper
"The company concentrates on the domestic market and offers its products throughout the world via a distribution system with subsidiaries, namely London, New York, Paris, and Frankfurt and authorized distributors located in cities around the world. This type of marketing has proven to be successful in the past; however diversifying the target market will leverage Lavazza's name as the best quality coffee and optimize the firm's position in the future and in markets outside of Europe. There is a need to implement marketing tactics that will strengthen Lavazza's household name and reputation."
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Personal Marketing Plan, 2002.
An example of a marketing plan for someone who wishes to find a position in a marketing firm.
880 words (approx. 3.5 pages), 6 sources, MLA, $ 31.95
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Abstract
The paper shows that the key to any marketing plan, be it for a business or finding a job is to identify one's objectives, one's target market, and identify specific steps which need to be taken in order to get to one's final goal. The marketing plan is a roadmap, which allows us to get where we are going. The paper discusses a marketing plan for a person who wishes to find a position in a marketing firm.
From the Paper
"Positioning Strategy:
"There are many entering the marketing field. With the advent of global communication, marketing is evolving and taking on a new meaning. The global market place requires a person to be knowledgeable in many areas. They must master internet marketing, marketing to different cultures, as well as know the different traditional disciplines of marketing such as target market identification, market profiling, product differentiation, and how to establish brand equity. A diverse knowledge of these areas will place one wishing to enter the marketing field in a better competitive position in the job market."
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Coca-Cola Company Marketing Plan, 2002.
This paper is a traditional analysis of the Coca-Cola Company marketing plan and includes the plan for the introduction of a fruit drink.
2,265 words (approx. 9.1 pages), 14 sources, APA, $ 70.95
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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."
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Urban Marketing & Event Planning, 2006.
A review and discussion of Dushane Urban Marketing Consultants.
2,546 words (approx. 10.2 pages), 1 source, MLA, $ 77.95
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Abstract
This paper reviews, analyzes and discusses Dushane Urban Marketing Consultants. According to the paper, this start up company is concentrating on making a connection between urban consumers and corporate America with live advertising, event production, cross promotions and creative consulting.
Outline:
Executive Summary
Company Summary
Competitive Comparison
Market Analysis Summary
Strategy and Implementation Summary
Pricing Strategy
Sales Strategy
Marketing Plan
Financial Plan
Financial Bail-out Plan for Investors
Projected Profit and Loss
Projected Cash Flow
Projected Balance Sheet
From the Paper
"Dushane Urban Marketing Consultants aims to make strong connections between the urban consumer and corporate America with live advertising, event production, cross promotions, and creative consulting. It aims to provide high levels of hands-on experience, expertise, acquaintances, and privacy. Its customers have got to understand that acquiring services of Dushane is completely safe and professional and it helps them in developing new consumers at the same time as maintaining old ones. Dushane, in addition, has got to sustain a strong financial equilibrium, placing a superior value for its products and services, and supplying an even superior value to its customers. "
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Llano Estacado Marketing Plan, 2003.
Marketing plan for the Llano Estacado wine company.
5,950 words (approx. 23.8 pages), 11 sources, MLA, $ 141.95
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Abstract
A review of the marketing plan used by the Llano Estacado wine company. The writer analyzes this marketing campaign using a number of references to the company itself, the greater wine industry and general marketing theories. The paper begins with an analysis of Llano Estacado, including its strengths and weaknesses, before moving on to the wine industry in general and finally to the marketing plan used by Llano.
From the Paper
"Bob Reed, a Texas Tech Horticulturalist founded the Llano Estacado wine company in 1971. This winery is located in Lubbock, Texas and is the largest producer of wine in Texas. Llano Estacado is growing in a stagnate market. Demand for their product is strong because of its unique and quality product. The company is well known and is distributed in all 50 states and most of the world. The company?s focus is on wine products and currently has 18 varieties."
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Quick Gourmet Meals: A Marketing Plan, 2007.
This paper presents the marketing plan for McCain's Quick Gourmet product line's introduction into the Hungarian market.
1,727 words (approx. 6.9 pages), 6 sources, MLA, $ 55.95
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Abstract
The paper outlines McCain's intention to enter Hungary's market with a new food product. The paper describes the Quick Gourmet product line that consists of a series of traditional Hungarian meals that require no formal preparation. The paper provides a SWOT analysis and a preliminary marketing plan.
Outline:
Situational Overview
SWOT Analysis
Preliminary Marketing Plan
From the Paper
"McCain intends to enter the Hungary market with a new food product. Hungary is a promising market because of its long history of Western preferences that often led it into direct and indirect conflict with its socialist rulers prior to the fall of the Soviet Union (Kornai). The product, "Gyr s Gourmet" (Quick Gourmet), consists of a series of traditional Hungarian meals that require no formal preparation. That is, they are ready to eat. Quick Gourmet meals fulfil a market need in Hungary for fast food. Although Quick Gourmet is not frozen it competes within the frozen fast preparation food segment. The Quick Gourmet product line is packaged within a Tetra Recart packaging technology which requires no refrigeration, preservatives or other typical fast food type of artificial preservation."
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A Marketing Plan for ?Wollongong Pub?, 2004.
This paper creates a unique marketing plan for ?Wollongong Pub?, which has a "Drama and the Arts" theme, and discusses the marketing theory behind each element of this strategic plan.
1,980 words (approx. 7.9 pages), 10 sources, MLA, $ 62.95
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Abstract
The paper explains that this pub is not like a comedy club because it is also a coffee house. The author believes that this marketing position is appropriate because the personalities of artists tend to be more gregarious, and arts and drama majors enjoy sitting in on a discussion of their performances, thoughts, and ideas. The paper relates that one of the strongest arguments for approaching the market through a brand strategy is that the result benefits both the company and its customers by reducing the number of decisions consumers they feel they need to make.
Table of Contents
Executive Summary
History of the Arts in terms of an Evaluation of the Marketing Strategy.
The Plan
Weekly Events
Monthly Events
Branding and Identity
Support Services
From the Paper
"The arts have long been a part of cultural expression in Australia. Despite its geographical remoteness, Australia is anything but a late- bloomer in the theater arts and has been a vital and enterprising center for dancing since 1835. In that year, the ballet ?The Fair Maid of Perth? was mounted with local dancers at Sydney's Theatre Royal. After World War II, state education departments began to set up and fund arts councils focusing on decentralizing the arts to country centers and schools. The Elizabethan Theatre Trust was set up to commemorate Queen Elizabeth?s first visit to Australia, and state symphony orchestras were established. Professor Throsby, an arts economist at Macquarie University, said the first half of the 1970s was often seen as a cultural renaissance when the creative arts blossomed, thanks to enlightened public patronage."
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