...References Wikipedia. 2013. Target market. [online] Available at: http://en.wikipedia.org/wiki/Target_market [Accessed: 27 Nov 2013 Anh, P. and Anh, P. 2013. Thống kê số người sử dụng smartphone tại Việt Nam 8/2013. [online] Available at: http://seotopten.net/thong-ke-so-nguoi-su-dung-smartphone-tai-viet-nam-82013/ [Accessed: 28 Nov 2013]. Customer Delight Service. 2013. [e-book] http://www.samsung.com/us/aboutsamsung/sustainability/productservices/download/Customer_delight_service.pdf [Accessed: 27 Nov 2013]. Dialaphone.co.uk. 2013. Samsung Galaxy S IV: How it Stands | Mobile Phone Reviews. [online] Available at: http://www.dialaphone.co.uk/blog/2013/03/15/samsung-galaxy-s4-as-it-stands/ [Accessed: 27 Nov 2013]. Education-Portal.com. 2013. Business Buyers: New Buy, Modified Rebuy, Straight Rebuy - Free Principles of Marketing Video. [online] Available at: http://education-portal.com/academy/lesson/business-buyers-new-buy-modified-rebuy-straight-rebuy.html#lesson [Accessed: 28 Nov 2013]. Education-Portal.com. 2013. What Is Consumer Buying Behavior? - Definition, Types & Quiz | Education Portal. [online] Available at: http://education-portal.com/academy/lesson/what-is-consumer-buying-behavior-definition-types-quiz.html#lesson [Accessed: 28 Nov 2013]. Facebook. 2013. Samsung Việt Nam. [online] Available at: https://www.facebook.com/pages/Samsung-Vi%E1%BB%87t-Nam/391699070842477?id=391699070842477&sk=info [Accessed: 28 Nov 2013]. Fullyc.com. 2013. This Guy Asked Samsung...
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...Brand Elements to Build Brand Equity Criteria for Choosing Brand Elements - Options and Tactics for Brand Elements - CHAPTER 5 Designing Marketing Programs to Build Brand Equity New Perspectives on Marketing – Product Strategy – Pricing Strategy - Channel Strategy - CHAPTER 6 Integrating Marketing Communications to Build Brand Equity The New Media Environment - Overview of Marketing Communication Options - Developing Integrated Marketing Communication Programs CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity Conceptualising the Leveraging Process - Country of Origin and other Geographic Areas - Co-Branding - Licensing - Celebrity Endorsement – CHAPTER 8 Developing a Brand Equity Measurement and Management System The Brand Value Chain - Designing Brand Tracking Studies - Establishing a Brand Equity Management System – CHAPTER 9 Measuring Sources of Brand Equity: Capturing Customer Mindset Qualitative Research Techniques - Quantitative Research Techniques - Comprehensive Models for Customer-Based Brand Equity - CHAPTER10 Measuring Outcomes of Brand Equity: Capturing Market Performance Comparative Methods - Holistic Methods - CHAPTER 11 Designing and Implementing Branding Strategies Brand Architecture - Brand Hierarchy - Designing a Branding Strategy – Using Cause Marketing to Build Brand Equity CHAPTER 12 Introducing and Naming New Products and Brand Extensions New Products...
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...Executive Summary Module 1 - Identifying Global Business Opportunities Module 2 - Analyzing International Competitors Module 3 - Assessing the Economic/Geographic Environment Module 4 - Assessing the Social- Cultural Environment Module 5 - Assessing the Political Legal Environment Module 6 - Selecting a Global Company Structure Module 7 - Financing Sources for Global Business Operations Module 8 - Creating a Global MIS (Management Information System) Module 9 - Identifying Human Resources for Global Business Activities Module 10 - Managing International Financial and Business Risks Module 11 - Product Target Market Planning for Foreign Markets Module 12 - Designing a Global Distribution Strategy Module 13 - Planning a Global Promotion Strategy Module 14 - Selecting an International Pricing Strategy Module 5 - Determining Organizational Financial Results ...
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...INTERNATIONAL VENTURES Other acquisitions and strategic alliancesHold leadership development and training programs for employees • Designing new innovating foods • Investing in marketing • Looking for investment opportunities for Emerging Markets in Asia • Designing new packaging and containers that will appeal to consumers This objective was created during the time of the economic crash and as such they had to set a goal to last through it. They then prepared 4 main strategies, from which they could achieve their objectives. Growing the core portfolio means that they aimed to increase the revenue generated by their main brands, which they did even during the recession. Emerging Markets is a branch of Heinz that deals primarily with infant nutrition and nutritional beverages in Asia. Emerging Markets in 2010 generated 30% of the company’s sales growth and is expected by 2013 to generate 20% of te entire company’s sales. Leveraging Global scale refers to strengthening and unifying their international chains and businesses. Making a talent an advantage improves the work force so that they can function better.The tactics that Heinz uses to achieve these strategies are as follows. Investing in marketing and designing new, innovative foods helps the core portfolio grow. Making the core portfolio grow should in turn help strengthen and leverage global scale. To help Emerging Markets they are constantly on the lookout for investment opportunities in Asia. Heinz holds leadership...
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...favoring industries that use this factor intensively (Kogut, 1985). In order to survive in the global airline industry, and compete with the internationally based Airbus, Boeing needed to shift its strategy and utilize the comparative advantage of lowering costs through the use of global partnerships and technology. Pioneered in 1917, Boeing defines itself as “the world's largest aerospace company and leading manufacturer of commercial jetliners and defense, space and security systems. A top U.S. exporter, the company supports airlines and U.S. and allied government customers in 150 countries. Boeing products and tailored services include commercial and military aircraft, satellites, weapons, electronic and defense systems, launch systems, advanced information and communication systems, and performance-based logistics and training (Boeing, 2015). Although the “largest” manufacturer of commercial and defense aircrafts, Boeing had experienced some pitfalls, causing them to shift their strategy and branding and develop strategic and comparative advantages over time to improve their overall global success and maintain dominance in the industry. One of the most impactful events that helped to shape Boeings strategic and comparative advantage opportunities was the introduction of new competition, Airbus. Headquartered in France, Airbus “makes the freedom of flight possible by designing, manufacturing and supporting the world’s best aircraft. Its people around the globe are united...
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...[pic] [pic] [pic] [pic] [pic] [pic] [pic] SWOT and Strategic Choice Strengths and Weaknesses Opportunities and Threats (SWOT Analysis) Strategic Choice Business Functional Global Corporate [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] [pic] ----------------------- Why do some firms succeed while others fail? * A central objective of strategic management is to learn why this happens. What is strategy? * An action a company takes to attain superior performance. What is the strategic management process? * The process by which managers choose a set of strategies for the enterprise to pursue its vision. Overview Basic Strategic Planning Model Rational planning by top management? Strategic Planning Implementation of Chosen Strategies Selection of Appropriate Strategies Internal Analysis of Strengths and Weaknesses External Analysis of Opportunities and Threats Defining the Mission and Setting Top-Level Goals The Main Components of the Strategic Planning Process FIGURE 1.1 Mission and Goals Mission * Sets out why the organization exists and what it should be doing. Major goals * Specify what the organization hopes to fulfill in the medium to long term. Secondary goals * Are objectives to be attained that lead to superior performance. Identify strategic opportunities and threats...
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...2 Discussion 3 Products and Services 3 SWOT Analysis 3 Competitive Analysis 4 Competitive Advantages 5 Sustainability 5 Recommendations 5 New Product/Service 5 Marketing Strategy 6 Conclusion 7 References 8 Introduction This report is mainly focusing on studies of marketing strategy. By analyzing and discussing the case of Zara, we will be able to have a more in depth analysis of companies and their marketing strategies. In the background section, basic knowledge of marketing strategy will be introduced. In the discussion section, an analysis of Zara’s existing product and service will be listed and an S.W.O.T. analysis is done to figure out the company’s current situation and position in the marketplace. In the recommendation section, a new product/service will be recommended to augment Zara’s brand. Also a marketing strategy will be suggested to improve Zara’s business. Background Firstly, some commonly used terms and their definitions will be introduced in this report in order to provide some basic knowledge and understandings of the principles and studies about marketing strategy planning. SWOT Analysis: This is a strategic planning method which used to evaluate the strength, weakness, opportunities and threats of an organization involved in a certain business. (Friend, Graham. 2009) Competitive Analysis: This is an analysis of the...
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...Toyota has a global geographic structure with subsidiaries and plants all over the world. Toyota's external environment relates to major forces outside the organization with potential to influence significantly their products and services. Toyota America will be analysed in terms of the opportunities and problems they are currently facing and their likely contributing factors. Under the general environment we will be discussing the six dimensions: demographics, economic, sociocultural, global, technological and political/legal dimensions respectively. The current demographic situation in the US is that baby boomers are retiring. This will not directly influence Toyotas sales, but will influence the future buyers and vehicles that will need to be produced. Toyota is currently the most profitable automobile company in the industry. The general industry that Toyota competes is with the big three's and Honda. Right now the U.S. economy is in turmoil. Profitability outlooks are almost out the door. The American public is simply not buying, thus making it tough for Toyota along with their competitors. Threw out the late 40's to the present Toyota's sales have steadily increased. The reason for this increase in sales was the negative reputation that American people had against the Japanese after WWII. This stigma has long been forgotten in the American society, thus accommodate Toyota factories in the US in the late 80's. Presently the Toyota Company is widely accepted by general society...
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...Managing Organizations and Leading People Pacing Guide for C200 Western Governors University Pacing Guide The following chart outlines all of the activities – learning resource reading, online material and quizzes, MindTap activities etc. – required for this course of study. It is highly recommended you complete all of the activities listed here to become competent in the objectives and to successfully complete the performance assessment task and objective assessment for this course of study. You may use this outline as a quick checklist as you work through the course and complete each activity. If you engage in all of the learning activities to develop your competence, this course of study may take up to six weeks to complete. Depending on your educational background, work experience, and the time that you are able to dedicate to your studies, you may be able to accelerate your progress. If you wish to do so, please consult with your course mentor. Week 1 Activity Read the following chapter in Management Learning Resource or Site Chapter 1 (“Innovative Management for a Changing World”) Complete the chapter review discussion questions and activities Watch the OTJ Video (“Camp BowWow”) Camp BowWow Complete the OTJ Video Assessment Camp BowWow Assessment Complete Interactive Quiz 1 Interactive Quiz 1 Complete the Aplia Assignment-Innovative Management for a Changing World Aplia Assignment Read supplemental articles ...
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...Innovation Strategy of Retailer: From the View of Global Value Chains Yongquan Hu, Huifang Jiang Abstract-Retailing running to high-value-added-end is a more visible trend, which attracts lots of attention from researchers or practitioners. This paper tries to explain this with the theory of Global Value Chains(GVCs). After literature review on GVCs and innovation strategy, this paper analyzes the global value chains of 7-11, IKEA, Wal-Mart and PPR separately. Then some com parisons is done to analyze the respective characteristics of the global value chain model of the four from ten angles, so as to build retailer's innovation strategy on GVCs. As a result, some advices are given to Chinese retailers for their developing. their competitiveness on value chains and develop so quickly? Since coming down to the status of retailing on global value system, the researches for such questions, as above, tum out to be meaningful both in theory and practice. So, applying the dynamic theory of global value chains, this paper analyzes four global value chains driven by four multinational retailers, in order to explain the phenomena of retailing running to high-value-added-end, and provide retailers with a global perspective, Multi-Dimensional model for innovating and competing. Index Terms-retailer, global value chains, business strategy, innovation, innovation strategy I. INTRODUCTION As a presentation of the terminal industry, there's a more visible ...
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...Why can we say that having an excellent global positioning is one of the principal assets of a brand, What criteria should global marketers consider when making product design decisions, Identify several global brands. What are some of the reasons for the global success of the brands you chose? Abstract The study identifies segmentation processes and how it can be introduced to management to accept them. Often than not if management do not understand the process of segmentation and found out that what has been presented differ from what they know they quickly reject the proposed segmentations (Yankelovich & Meer, 2006). In segmentation, it allows the researcher to knowing how important a product or service is to the customers and this help in deciding what their expectations and are most likely to reveal their willingness to purchase your product. The study further identifies reasons why segmentations fail and steps needed to be taken to correct these errors. The literature elaborate on brand positioning and settling the confusion of brand positioning by managers straight. Consumer culture both local and global is also considered with it effect on brand positioning showing the reader the essence considering or adopting a hybrid type of positioning (Holt, Quelch, & Taylor, 2004). After going through this studies the reader will appreciate the essence of brand positioning using five recognized global companies which used various strategies to achieve increase market shares. Keyword:...
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...TOYOTA’S BUSINESS STRATEGIES IN INTERNATIONAL MARKETS Assist. Mihaela Funaru Ph. D Student University of Braşov Faculty of Economics and Business Administration Braşov, Romania Abstract:Toyota’s success both on the Japanese market and international market due to its desire to make products with high quality. The Japanese believe that nothing is so good that it can not be improved, so they constantly struggle to increase the quality of everything they do. This attitude can be expressed by a single word:”Kaizen”. It means „continuous improvement” and is the key word to guide them towards perfection. This paper presents the strategies of Toyota Company in their attempt to gain supremacy in the international market. JEL classification: M16 Key words: global strategy; international markets; technological innovation; hybrid systems; kaizen 1. TOYOTA MOTOR COMPANY Toyota Motor Corporation (TMC) is a multinational company that produces cars, trucks, buses and robots, with headquarters in Toyota City, Japan. Toyota is the largest car manufacturer in Asia and second largest producer. Toyota is one of the three major Asian car manufacturers competing U.S. producers on the world market, the other two are Nissan Motors and Honda Motor. Also the company provides financial services through its subsidiary, Toyota Financial Services, and works in other fields. Automotive products are sold under the names Toyota, Scion and Lexus. Toyota owns a majority stake in Daihatsu...
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...one of the top 3 players in the global mobile handset market. Analysts attributed Samsung’s success to its marketing initiatives. Discuss the role of marketing in Samsung’s success. To establish itself as a major player in global mobile handset market, Samsung implemented different marketing strategies like innovative and technologically advanced products, people centric product designs which satisfied the needs of the consumers worldwide, partnering with local distributors and suppliers, exploring new market and consolidated marketing effort. Firstly, Samsung focused on its product to shed its OEM player. For this, the company started a restructuring process called ‘New Management’ which focused on product quality, globalization and multifaceted integration. The company prioritized quality over quantity and implemented various quality initiatives like Six Sigma approach and assembly line manufacturing to ensure quality. To make products suitable to all, it established design institutes in Europe, US and Asia. Samsung separated a budget of $ 126 in a program for building complete global design. In already crowded electronics consumer goods sector, Samsung decided to launch products which were technologically advanced and innovative. With this, Samsung gained a competitive advantage among its competitors. It also established research facilities in California (United States) and Tokyo to improve its product line. Another marketing strategy that Samsung implemented was lifestyle...
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...Discuss how global companies design their websites for different countries. Make reference to the images of the Bombardier website attached to this outline. | Word Count: 841 | Discuss how global companies design their websites for different countries. Make reference to the images of the Bombardier website attached to this outline”. Introduction Globalization, with improved knowledge and application of technology has given birth to all other mediums to enhance communication and information to people and interested consumers/customers in the case of Global companies. It has been agreed by great intellectuals that it is a very rich medium to fulfil all objectives mentioned earlier. The original interior motive for designing a website was for the purpose of learning, but now serves as a pivotal for many business inclined professionals through the platform of E-commerce (Bauknecht, 2000). In addition there is not a doubt that global companies strive to reach the top by avoiding all forms of limitations in designing their website. Furthermore, through exploratory research study, it is not shocking to find out that most Global Companies universally base their decision in building of their web sites round the concepts mentioned below. Firstly, certifying Cultural sensitivity (as a measure of culture preference) is being considered as a necessity to make most global company products...
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...and designing work, and employee compensation and benefits. The goal for HRM is to make the most of the production of an organization by improving the success of the employees. Human Resource Management According to DeCenzo & Robbins (2007), human resource management will deal with the changing world and how it relates to the work field. HRM must “understand globalization, technology changes, workforce diversity, labor shortages, changing skill requirements, continuous improvement initiatives, the contingent workforce, decentralized work sites, and employee involvement” (DeCenzo & Robbins, 2007). Primary Function The primary functions of human resource management are overseeing department functions and managing employees. This includes strategic and functional responsibilities, compensation and benefits, training and development, recruitment and selection, and employee relations. Strategic Plan The strategic planning is when a company defines objectives and addresses any internal and external factors. The strategic planning process includes the mission and objectives, situation analysis, strategy formulation, strategy implementation, and evaluation and control. The company starts with the mission and objectives because the mission statement is the company’s reason for existing. Then the company does the situation analysis so they understand the goals and the best ways to reach these goals. Then the company must determine the formulation for the strategy and...
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