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on a large scale, marketing aimed at a broad range of consumers, as opposed to those with specialist needs”. The development of mass marketing techniques has been linked with the emergence of ‘modern mass consumer society’, which can be defined as a society in which “most people have access to a broad range of standardised, mass produced durable goods. The aim of the report is to examine the extent to which development of mass marketing techniques has influenced the emergence of modern mass consumer society
This report compares the marketing propositions of two competing brands, Tesco and Sainsbury’s. It provides a situation analysis of the market, critical analyses of their existing marketing strategies and recommendations for future strategies. Both companies are long-established UK grocers. They are number one and three in the fiercely competitive UK food retail market, which is growing steadily. The market is much consolidated: the five top players take 80% of it. High market concentration has caused a public backlash, criticism in Parliament and talk of limits on market share. Emerging technologies and consumer demand for high-margin convenience foods and organic products present growth opportunities. Tesco’s strengths are brand recognition and innovation; weaknesses are reliance on a single brand and little free cash. Sainsbury’s strengths are a reputation for quality and good own-brand products; weaknesses are supply chain problems and low profits
Section One: An industry environment analysis for Ryanair will be carried out, this will include the macro and micro factors which the company need to take into consideration in order to understand the market well. I will start of by carrying out a PESTLE analysis, Porters five forces analysis and Porters diamond in relation to what Ryanair need to consider within the macro environment of the airline industry. Section Two: Will assess the strategic resource capability of Ryanair, this is done by analysing Ryanair’s internal capabilities focusing on their Resource capabilities, finance, technology and so on to see if the company utilizes them effectively or not. With the use of the value chain analysis I will now highlight the airlines capabilities, which is crucial to the company’s success, involving both physical resources and intangible factors. Section Three: The company’s current capabilities show many advantages as well as many disadvantages as shown within the SWOT analysis. Ryanair have a great position within the market, due to their low cost scheme, building their company a good reputation due to such low fares
Marketing segmentation consists of many variables which help determine the desired market in which to advertise for a product. First, geographic location is essential knowledge to have when deciding what to market and where. Marketers must have intimate knowledge of the surroundings, popular products and consumer needs and desires in any geographic location for the advertisement to be successful. Customization of products must be tailored to the location in which the product will be advertised. Segmentation can also be broken down into subcultures which are mini societies found within a greater society.
A successful example of a European no frills airline is EasyJet. Stelios Haji-Ioannou (Greek) founded the company in 1995. It is based on the low-cost, no-frills model of the US carrier Southwest. The concept of EasyJet is based on the belief that demands for short-haul air transport is price elastic. That means, if prices for flights are being reduced, more people will fly. Traditionally airline concepts are based on the assumption that airline traffic grows in line with the economy and that cutting prices will only lead to a decrease in revenues. With the introduction of the ‘no-nonsense’ concept to the European market, after its deregulation in 1992, EasyJet has proven this theory wrong and goes from strength to strength by actually increasing the size of the market and more recently by taking away passengers from the majors. Today, it offers 125 routes from 39 European Airports with Luton, Liverpool, Geneva, Amsterdam as base airports and is operating 72 aircrafts
This project focuses on the Ford Motor Company and its take on advertising. The project aim is to analyse competitive advertising in the car manufacturing industry. In 2006 Ford came third in the world ranking of car makers behind General Motors and Toyota. Moreover, according to a list of total US advertisement spending in 2005, Ford Motor Company spent just under $2.4bn and came sixth in company ranking in the US. The analysis will concentrate specifically on the Ford brand as opposed to its parent, the Ford Motor Company which not only includes Ford as its main brand, but has acquired many others over the years including several premium lines to increase its product innovation and expand its car brands, such as Mercury, Lincoln, Volvo, Land Rover, Jaguar and a 33% stake in the Mazda
This MBA study provides an overview of the marketing information systems that exist in most of the organizations. It outlines what actually marketing systems are, what is the purpose behind having an information system in an organization, what type of marketing information system must exist in an organization, why organizations need marketing in formation systems, what type of general purpose softwares can be used to enhance the effectiveness of marketing information system and what types of costs are associated with using the information systems in an organization. This study will be a valuable contribution to the future study contributions in this field
Marketing nowadays is considered to be a major field in the success of a company, without any interest of the company’s size, purpose and distribution. Marketing is a fundamental subject that joins several operations in an organization, such as market research, product development, the promotion of the product, pricing, distribution, each of them divided into subcategory activities. In the consumer market, which is the focus of this report, marketing is defined as a managerial process pursued to fulfill their needs and wants (Kotler, Wong, Saunders, Armstrong, 2005). The purpose of this paper is to provide a case study based report for one of the of the most developing and successful consumer electronics corporations, Apple Inc.
Sainsbury: The Supermarket War. The grocery industry sector in the UK is controlled and directed by supermarket giants most of which are household names. Between the high-end niche market players like Waitrose and Marks & Spencer and the cheap bulk discounters like Iceland, the top five players operating in the largest mid-market segment remain Tesco, Sainsbury, Asda, Somerfield and Safeway. Striving to capture consumer attention and in the effort to retain it, the strategies of the supermarkets swing between loyalty schemes and price wars. Alongside continuous attempt to retain a hold over the home market, many of the organizations view overseas opportunities as another lucrative way to inflate profits and expand the brand name. On the other side of the coin, invasions from foreign companies like Walmart/Asda and the slightly over-efficient supply mechanism of the industry present UK supermarkets with the challenges of mergers, acquisitions and the positive and negative effects of globalization
This report will explain environmental scanning and why undertaking this type of activity is important for marketing planner and, moreover, it will discuss recommendations and justification of the most appropriate marketing strategy for EMI to adopt to ensure growth in the future. EMI records, is facing its most testing times since sound was first recorded for sale to consumers. For many years, the company has operated in a stable environment, protected by copyright laws and lack of alternative substitutes to CDs. Recently, there has been a change; Improvements in technology have changed the format of the music that are available at retail outlets (digital recordings, Compact Disks) and now some consumers acquire copies of that music online
The focus of Tata’s market entry will be UK. There were several reasons for selecting UK as the target market. These favourable factors were the status of India as the favourable economic agent, UK Car market dynamics and potential, language similarity. The other countries which were considered as potentially attractive were: the USA – the largest market size in the world, Russia – emerging market with significant sales potential. The option of the USA as target market was declined due to extremely high quality requirements and other non-tariff barriers which make it hard for a new entrant to enter this market. Besides, this market is highly mature and experiences extreme level of competitive pressure. With regards to Russia, there were several unfavourable factors which made it less attractive then the UK – the uncertainty of the further economic state, high entry barriers and no well—developed dealership network
In fact, food brand becoming global is a quite difficult thing for every food brand and even others brands. Because of the cultures and tastes in different countries are totally different. If a food manufacturer wants to satisfy all consumers in the global market, it should prepare different ways for one business. It means that it is impossible to sell the same product in the same way everywhere. The effect of the globalization on brands has been obvious. There are some driving forces behind globalization including regional economic agreements, converging market needs and wants, technological advances, improvement in communication and transportation, pressure to cut costs and to improve quality, and increased global economic growth. Globalization offers a number of advantages .Therefore; global manufacture will obtain more competitive advantages in the global marketplace. I will explore them below
The report will attempt to address the importance of the relationship between consumers, businesses and the key brands. In the first part of the report, we will introduce branding and its relationship with the consumers. By defining the idea of ‘brand’, we can understand what is brand made up of and how it has the ability to affect the consumers. Next we will explain the ‘country of origin’ effect. Country of origin effect exists when the product choice is influenced by the producer’s source country or country of manufacturer. Through this, we explain how consumers are affected by this effect. Following, we will proceed to explain the types of branding in the market. Branding has been divided into three mains categories, namely: Private branding, National branding and Global branding. In the different sub-sections, we explain each type of branding and the effect of each type of branding
It is well known that for a long period of time Marks & Spencer was considered to be the market leader and UK’s best established store in the retail sector. They were known as the top clothing retailers and they pioneered the development of chilled convenience foods in the 1980’s. They had a simple philosophy, which was to produce high quality products under a well known, recognised brand name at considerably affordable prices. However, for the last few years, Marks & Spencer’s marketing philosophy has come under attack as other companies invaded and commenced to eat into the market share, and hence the company lost its competitive stance, which led to a decline in profits
Branding is a dynamic activity and an important part of any business, good branding will help a company overcome competition, while poor branding will make things worse. eBay’s findings that their most active site users were, small traders and serious collectors helped them to establish their marketing efforts towards building the eBay brand in the minds of these consumers. They did this through advertising in niche publications and exhibiting at trade shows, this method of targeting specific segments would give eBay a more credible image. Although this is a good way to attract eBay’s most valuable users – they may suffer from cutting down the target audience to niche markets
The following report is aimed at critically analysing the potential of implementing Customer Relationship Management (CRM) within Wm Morrison’s plc. It contains a literature review regarding the subject area of CRM and also focuses on discussions of various methodologies approaches that have been used in the research area to achieve the reports objective. The min key is to critically analyse the potential of implementing Customer relationship management. The research carried out identifies and analyses CRM within Morrison’s, also included in the research is whether Morison’s have a CRM system, and how Morrison’s acquire it. The primary key was to interview the CIO of Morison’s and also to ask customers and employees to fill out questionnaires. From the findings it came to my attention that Morrison’s CRM system is secure in the results it demonstrates that the majority of Morrison’s customers are satisfied with their customer service
Waitrose’s aim is to provide the convenience of a supermarket with the expertise and service of a specialist food shop. They have potential to drive their business in different parts of the UK as they currently have 179 stores. The company has the ability to compete with other major competitors like Tesco, Sainsbury’s, ASDA, Marks & Spencer and Iceland’s. Waitrose is now ready to launch their business outside the UK, as they have targeted the Republic of Ireland. The Republic of Ireland is a small West European country, with a population of 3.5 million and one of the lowest densities of population within the EU
They are projected through television, film and radio, by way of advertising, via newspapers and magazines, on the internet and through books, brochures and posters. It is near impossible to escape the constant messages fired from the media, and the extent of its influence upon society has been frequently questioned throughout the years. Despite the deteriorating reputation of smoking, images of it can be witnessed daily through the media, particularly within celebrity magazines. In February 2003, a law was passed banning tobacco companies from advertising their products on billboards, in the print media and even through sport sponsorship. Regardless of their questionable effectiveness, these laws do not forbid images of smoking being printed in newspapers and magazines. Some celebrity magazines may illustrate famous people as ‘common’ when they are photographed with a cigarette; however the picture is still sold to the masses. This may have a detrimental effect on society, particularly to young people, who may be susceptible to influences from the media
In the marketing world there are many businesses that are now trading internationally and many that have the potential to do so. It is vital that companies that want to progress further need to globalise there market. Waitrose is a food retailer with many outlets trading in the UK and has the potential to trade worldwide. Waitrose was founded in Acton in 1904 by Wallace Waite, A Rose and D Taylor. In 1955 the first store opened in ‘Streatham’ South London. Waitrose currently has 179 stores in the UK. In 1994 the first Waitrose ‘food & home’ store opened. These larger outlets sell a full range of foods along with a selection of household goods from John Lewis department stores (JLP). Waitrose’s major competitors in the market include Tesco, Sainsbury’s, ASDA, Marks & Spencer and Iceland
It falls down from the sky, flows under the ground, constitutes rivers, seas and oceans. We find it in the food we eat, in the shower we take, in all living beings. We may want to go to the furthest place on earth, live the most dangerous adventure, and learn many foreign languages. Needless to deny, though, that in actual fact, water is all we need. It has been defined, though, “the oil of the 21st century”. The challenges it needs to face do, in fact, become always more hard to solve. And more worrisome for the world population. This paper focuses on the bottled water industry in the UK by analysing its remote and operating environment. A PESTEL analysis and Porter’s five forces framework are the tools used to achieve such objective.
This essay will examine on behalf of a blue chip company, who is considering a potential business contract. It will examine the prevalence of celebrity endorsements in the UK and how advertising continues to increase, furthermore we will examine the main reasons for this increase and what the advantages and disadvantages that the company faces when using celebrities as endorsers. Should the company wish to use celebrities as endorsers we will examine the type of celebrity they should recruit and what is more important the source of attractiveness or source of credibility. A celebrity endorser is someone who gives the consumers their opinion about a product. People have always seen and taken celebrities as their role models and aspire to be like them. If that celebrity endorses a product it provokes consumers to use that product because the celebrities are using them. General research has also showed that celebrities are more effective in endorsing products than other types of endorsers.
Multicultural diversity exists in today’s international business. National boundaries are blurred because of globalisation. Complications brought about by differences in cultural identity may make it difficult for business people to communicate among themselves. National culture can be viewed as the norms, values, and beliefs shared by individuals from a particular nation that distinguish it from other nations (Appreciating Cultural Diversity). Differences in culture do affect the way people act especially when they do not have the pertinent information regarding a specific culture. Often, that ignorance leads to prejudice and stereotyping.
Advertising has the power of providing information, persuading the reader and eventually selling. It is almost considered a mandatory to drive consumption. It is the only medium which can make us question ourselves – what we are looking at is a want or a need?, and that’s the theory which defines what advertising is meant to do. This literature review will discuss how advertising and creativity work hand-in-hand in the current downturn. It can be seen that due to the recession all marketers have tightened their advertising budgets and the agencies are being forced to be more creative with small budgets. The discussion will throw light on the fact that the slump is giving way to newer and innovative ways of creative advertising. The challenge is to not only advertise but also be able to answer the consumers question about what the product is all about and carry the business through the downturn – Includes excellent literature review
A web definition of advertising is “a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service”. The method of the communication used by Adidas is the through the TV, the setting being a celebrity house party including big names such as Katy Perry, Estelle, Young Jeezy, the Ting Tings, DMC-Daryl McDaniels, Method Man, Redman, Afra, Ryukyudisko, Russell Simmons and Missy Elliott, athletes Kevin Garnett, David Beckham, Ilie Nastase and Mark Gonzales, and designers Kazuki and Jeremy Scott.all of these are wearing the adidas “Originals” This advert has been done as if it was a music video set out, having no speaking, just a popular tune “Beggin you”, along with many camera shots of the people in the house party wearing Adidas originals.
Globalization appears to be the buzz word of the 1990s. Over the last few years, the number of books and articles on globalization has grown exponentially. Such is its attraction that it is now a research topic in many academic fields, including sociology, international relation, economics, anthropology, geography, and even cultural studies. During the twentieth century economic and social survival came to be associated with organization around production, trade unions bargaining for higher ways and better conditions at work. These have continued to be important aspects of material and social existence; indeed, women worker in poor countries have been part of a sustained struggle to organize in the workplace. However, the wage is only one aspect of human being’s survived, and exclusive preoccupation with the wage imposes a false demarcation on daily existence. In the poor countries of the world many people, including the majority of workers are making their living outside the regulated on organized sectors.
British Airline (BA) is a well known and establish business in the market, market leader and favourite in the quality of the service by passengers, BA still needs to be competitive. In times of economical crises, consumers are becoming more price sensitive. EasyJet is becoming a threat and BA needs to increase exposure/awareness and create competitive advantage. There is a new technology, developed and provided by OnAir that airlines around the world being implementing that allows passengers to make phone calls, text messages (SMS) and use internet during a flight. For the now all BA and others executed the service only for long hauls and on the business classes. The research explores the opportunity to extend the mobile phone service to the economy classes and short hauls as well add the internet service as a potential important feature of BA strategic plan.
Budget airlines revolutionized the air industry with low fares by adopting a completely different way of working to the traditional airlines. By ditching expensive overheads like free food and drink, only using the same type of airplanes to minimize maintenance, training and repair costs, and flying to airports with cheaper landing fees, the budget airlines have passed on huge savings to their customers. This business philosophy has been adopted by pretty much every budget airline around the world. Includes SWOT, PEST and Five Forces Analysis.
This report will seek to reverse the 13% decline in volume sales for Guinness from 760 million pints in 2003 to 660 million in 2007. The client organisation has commissioned Quick Thinking to create a new strategy to rejuvenate the brand using approximately 0.4% of the £50 million worldwide budget for the 2009 campaign. Based on the analysis of the functional, symbolic and experiential attributes of the Guinness beverage range and its brand image from the organisational and consumer perspectives, their implications on consumption and brand equity will be generated. The key tangible and intangible resources, in addition to the capabilities possessed by Guinness will subsequently be analysed. The analysis of different levels of competition would enable Guinness to identify not only competitors within the industry, but also the threat of substitutes that have the potential to shrink the market.
Today we live at times of similarity of goods and services, intensified competition and increasing customer empowerment. Considering these marketplace trends, it became very critical for companies to be customer-focused in order to gain a competitive advantage and being unique. The cоncept of being a customer oriented company is much more relevant for service organizations. According to Bowen (1986), customers’ of service firms are often physically present during the whole process of service delivery, unlike manufacturing оrganizations where customers usually don’t take part in the prоduction process. Therefоre, service оrganizations face the unique challenge of managing customers’ during the time they spend within the cоmpany. This careful managing can lead to a competitive advantage, increased satisfaction and loyalty, and the ability to reach new consumer segments.
This report outlines the business expansion of Lenovo, which is looking for better worldwide development and business exposure, especially in Europe. A recommendation will be developed for the company in order to enter into a new market; a proposed marketing mix, various barriers and proposed solutions will also be included in this report.