...Course Title: MKTG 522 Marketing Management Name: Clara Ofori-Mante Service/Product: Restaurant Date: 11/05/2012 Table of Contents 1.0 Executive summary ……………………………………………………………… 4 2.0 Situation Analysis Overview …………………………………………………….. 5 2.1 Market Summary ………………………………………………………………... 7 2.2 SWOT Analysis …………………………………………………………………. 9 2.3 Competition ……………………………………………………………………...11 2.4 Product/ Service Offering …………………………………………………….….13 2.5 Keys to Success …………………………………………………………………..13 2.6 Critical Issues …………………………………………………………………….14 3.0 Marketing Strategy Overview …………………………………………………....15 3.1 Mission……………………………………………………………………………16 3.2 Marketing Objectives……………………………………………………………..17 3.3 Financial Objectives………………………………………………………………20 3.4 Target Markets……………………………………………………………………22 3.0 Marketing Strategy Overview …………………………………………………....23 3.5 Positioning ……………………………………………………………………………... 24 3.6 Pricing Strategies ………………………………………………………………………..25 3.7 Marketing Attack Strategy …………………………………………………………….27 3.8 Marketing Research ………………………………………………………………….. 29 4.0 Controls Overview …………………………………………………………………….31 4.1 Progress Milestones …………………………………………………………………...32 4.2 Marketing Organization ……………………………………………………………....34 4.3 Contingency Planning …………………………………………………………………35 5.0 Conclusion …………………………………………………………………………....36 References …………………………………………………………………………………….37 1.0 Executive Summary This is a marketing plan...
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...Marketing Plan for Above the Rest Arnita McCoy-Dhaamin Dr. Benjamin Bao MKT 500-Marketing Management March 15, 2012 Executive Summary Above the Rest (ATR) is a professional staffing agency specializing in providing only veterans candidates for employment in the workforce. ATR Staffing will serve two distinct customers, companies requiring employees and veterans looking for employment. ATR Staffing will be based in Metro Atlanta, Georgia, but can supply qualified candidates to any location. With the projected increase of veterans exiting the military, there will be a great opportunity not only to assist veterans in acquiring employment but to also assist in supporting President Obama’s initiative of putting veterans to work. Above the Rest will provide candidate for employment positions ranging from skilled laborers to corporate management. Although based in Atlanta, ATR Staffing will look to expand its services into other states and globally after building a large enough market share to support the expansion. Any new expansion will be strategically located in cities with access to large retired and prior service military populations such as Washington, DC, Virginia, San Antonio, TX and Germany. The products that ATR Staffing Agency will offer for purchase will be educational classes that focus on issues that can preclude prior military members from being successful in the workforce, intermediate level computer classes, salary negotiation classes, and a professional...
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...Every-Body’s Jeans Executive Summary Every-Body’s Jeans is an idea I came up with after years of frustration trying to find the perfect fitting pair of jeans. Everybody has a different body structure; not one person is built exactly the same. If pants aren’t too short, they’re too long, or the waist doesn’t sit right, or the butt is too baggy or tight. I think everyone has dealt with this issue shopping for jeans. I want to help men and woman of all ages FINALLY get that perfect pair of customized jeans. We are passionate about making a quality product for our customers; we will offer supreme customer service and many incentives for future purchases. Our store will be an inviting environment and our staff will make everyone feel very comfortable and confident in themselves and our product. While we understand there is always competition in any market, we are confident in the fact that EBJ is a unique concept that cannot compare to the competition. We plan on reaching out to every person in every walk of life, not only will our product variety reflect our capability to attract a diverse clientele, but our prices will as well. Our goal is to spread the joy of our visions to “everybody” and let them see how remarkable our products, services, and ideas truly are. We want EBJ to be a household name, and we will be! With our drive and unique ideas for our company product and structure we rise above in the market nationally and internationally. This is an exciting adventure...
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...The Buzz is Back The Charlotte Bobcats: (Re) Launching a New (Old) NBA Franchise Article Analysis by Rosbie Mutcherson Jr. Business 505 Creating Consumer Value March 4, 2015 After reading Charlotte Bobcats: (Re) Launching a New (Old) NBA Franchise, I think of the Charlotte Hornets like a bad junior high breakup. We have all been there I am sure. Plenty of infatuation, fighting, scandal, embarrassment, pouting, and happiness are a few things that come to my mind. “The Charlotte Bobcats: (Re) Launching a New (Old) NBA Franchise written by D. Branch Jr. looked in the Charlotte NBA franchise from its inception to now. The city of Charlotte for years backed their basketball team through the bad and certainly the good times. The team enjoyed an NBA record for attendance for ten plus years at a time. Fans continued to buy tickets despite not always producing competitive teams. It seemed to not matter whether the Hornets were winning fans would still pack the arena. After years of success there came a point when the organization reached a crossroads. Trades, ownership issues, and scandal all played parts in Charlotte’s fall from the top of the league in fan support to the very bottom. A once vibrant city with a new NBA franchise quickly turned into a black hole for an potential NBA owners. Hornet ownership would eventually flee to New Orleans. Within a few years change it all its glory was revealed. Robert Johnson brought a new face, arena, and name change to the city of Charlotte...
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...that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities. Table of Contents 1. 2. Executive Summary .................................................................................................... 1 Situation Analysis ....................................................................................................... 2 2.1. Internal Analysis ................................................................................................. 2 2.1.1. The Company................................................................................................ 2 2.1.1.1. Mission .................................................................................................. 3 2.1.2. Product Overview ......................................................................................... 4 2.1.2.1. Sales in Dollars (Current and Projected) ............................................... 4 2.1.2.2. Market...
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...Coca Cola Co. Part III Name MGT 521 Date Professor’s Name Coca Cola Co. Part III Coca Cola history starts in Atlanta, Georgia with only one product inside a little pharmacy with sales of less than a dozen a day. 125 years later Coca Cola is all around the globe with over a billion sales a day in more than 200 countries. Coca Cola states that “because of the local nature of our business, we are in the unique position to contribute to the economic vitality of even the most remote communities around the world (Coca Cola, 2012). Economic Trends Coca Cola’s head quarter are in Atlanta and as part of many Fortune 500 companies that share this major city, Coca Cola enjoys considerable influence in Atlanta’s economy. Atlanta’s economy is a mix of many diverse sectors that includes not only Coca Cola, but also other goods produced such as: publishing, textiles, apparel, furniture, telecommunications, hardware, steel, and many more (Altius Directory, 2012). Coca Cola’s indirect economy can be impacted by the numbers the company shows every year. The company reports having more than 900 plants and over 92,000 employees illustrating diversity and different cultures all around the world. The company’s contribution generating jobs around the world inspire other companies, from different regions to promote global business. “We contribute to the economic success of each community by employing local people; paying taxes to governments; paying suppliers for goods, services...
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...adult community on the benefits of living a healthier lifestyle. Services B.S.F.A. will provide Atlanta and surrounding areas with a means to establish a firm foundation for building a healthy lifestyle. This would encompass: • Targeting the health in our youth and adults (physical). • Targeting the welfare in our youth and adults (mind). • Youth mentoring program. • Emphasizing nutritional guidelines for each participant. • Teaching leadership and team building...
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...Financial Analysis XACC/280 June 29, 2014 Johnny Hamblin Financial Analysis The purpose for this analysis is to compare PepsiCo to Coca-Cola. This will be done by providing a summary of financial accounting information for each company. The information to compare each company comes from financial statements that were provided via Appendix A and B. Those numbers were then broken down into vertical and horizontal analysis as well as ratios. Once the ratios are calculated, an investor can decipher is the company is worth investing in or the company itself can make necessary adjustments to better its numbers. The information was gathered from financial statements of both companies for the year 2004 and 2005. I will provide a description of each of the companies before comparing their finances. Coca Cola was established in 1886 in Atlanta, Georgia. An Atlanta pharmacist by the name of Dr. John S. Pemberton created it (The World of Coca Cola). Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today (The World of Coca Cola). Coca Cola manufactures carbonated and non-carbonated beverages. There are different brand names of soda, sports drinks and also well selling energy drinks. PepsiCo, Incorporated was established through the merger of Pepsi-Cola and Frito-Lay (PepsiCo). Pepsi-Cola was created in the late 1890s by Caleb Bradham. He was also a pharmacist based out of...
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...way for black people to advance in American society back then. I personally viewed Booker T. Washington’s beliefs about racial equality as somewhat…“colonized”. I believe his ideas were too ground in the white agenda that was going on in that era. I believe W.E.B DuBois ideas were better for the improvement of African American people in American society. Of these two great men, the first to come along was Booker T. Washington. He was a reformer, an educator and one of the most influential black leaders of his time. He preached the philosophy of racial solidarity, self-help and accommodation. He pushed for black people to accept the vicious discrimination that they were going through for the time being and instead concentrate on advancing themselves through material prosperity and hard work....
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...is a parking enforcement company to maintain and regulate parking throughout the city, residential, and private areas. Higher Ground will collaborate with property management companies in the Atlanta area, and provide parking enforcement at no cost to the property management company. Higher Ground will serve Fulton County Georgia, and the corporate office will be located in the City of Buck Head. Higher Ground will enforce parking in a plethora of ways by implementing a boot system in compliance with city and/or state ordinances, as well as foreign markets to further establish worldwide presence. Immobilization of vehicles will be the main income forming focus of the company, but parking lot attendees as the secondary form of income. There will be a total of 17 employees to run the everyday business of Higher Ground. There will be 5 employees that will be designated as a parking attendant for the parking lots we acquire as a company. All the employees will be license as an immobilizer to immobilize vehicles in the City of Atlanta. Financing for startup will be solely on the owners of Higher Ground, and private investors they acquire through startup of a business. First year income with a projection of 700 boots per month will be a minimum of $630,000 annually. The boot cost per Atlanta city ordinances will be $75.00, per day. The Parking Lots will also generate income at approximately 10 parking lots with an average of 43 spaces at a daily rate of eight dollars will generate...
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...Margarita Santana 5/12/16 ISP 16001 Profs. Head and Markowitz Analysis of the Greensboro Sitins The young college protestors used the act of civil disobedience to voice their anger with the country’s unfair policies. Their main goal was to put an end to the segregation on lunch counters in restaurants. When the Greensboro 4 peacefully protested J.W. Woolworths, many other colleges and citizens around the world began to follow. It wasn’t the intention of Ezell, Joseph, Franklin, or David to spark such a big movement but blacks were so outraged with the slow pace to equality. While the precedent of Brown v. Board of Education and the positive outcome of the Montgomery Bus Boycotts helped blacks, the country remained to have unfair policies which limited the success of African Americans. Whites were viewed as superior and were in control of the justice system. A lot of whites didn’t agree with the sitins because they didn’t want to eat with blacks nor wanted to enter a store that’s being protested by blacks. It ruined the businesses of white owners and many whites acted out violently towards the peaceful protestors. Sadly, hundreds of black students were arrested and fined for their actions but didn’t accept bond. They wanted to make a statement and they did because America looked bad by ...
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...W.E.B. Du Bois and Booker T. Washington could be considered the “twin towers” when it comes to black history in America during the late 19th and early 20th centuries. Although from different generations, their attention focused on the African-American struggle for political, social and economic equality. However, they sharply disagreed on strategies for black social and economic progress; to better understand their opposing philosophies, it is helpful to also consider their radically different backgrounds, which influenced their world-views. W.E.B. Du Bois was born in Massachusetts, three years after the end of the Civil War. His great-grandfather had fought in the American Revolution and his family had been part of the community for generations. Du Bois learned of his African roots from his grandmother, and was given a sense of destiny from his mother, who raised him after his father left home. Du Bois was a brilliant young man, working as a correspondent for New York newspapers while still in high school, and, with the help of influential members of his community, went to Fisk University in Nashville. His years at Fisk changed his life – there Du Bois met sons and daughters of former slaves, who embodied the cultural and spiritual tradition that Du Bois had glimpsed as a child. He also encountered the White South, and saw how they were destroying the achievements of Reconstruction. He saw the suffering of rural blacks when he taught school during the summers...
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...your company, its location and the product it makes or the service it provides. My company is called Home to You Legal Services, Inc. My company is devised of four (4) full-time attorneys, four (4) paralegals, four (4) administrative assistants and two (2) couriers. We are based in Atlanta, Georgia. We offer legal documentation preparation and filing services including wills, incorporations, notary, advance directives, title transfers, etc. We are a mobile agency and therefore meet with clients in their homes. We strive to offer our clients complete convenience and take the hassle out of traveling to our law office by bringing our services to them. We meet our clients where they are most comfortable, in their own homes. We cater to the baby-boom and older generations, a portion of the population that may not be as computer and internet savvy as the younger sect. Develop an environmental analysis that includes competitive, economic, political, legal, technological and sociocultural forces. The threat of competition is a challenge any business must continually face. “Competitors can enter from any industry, channel, function, form or marketing activity.” (Definition of 5 Forces Analysis Of The Environment) The best way a company can head off competition is by monitoring advertising efforts by its rivals. This can include reviewing social media and traditional media outlets to see if competitors are advertising their services in your area. Another force to consider is...
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...The Coca-Cola Company * Informational Report - April 7th, 2011 Table of Contents Executive Summary…………………………………………………………………….. 2 Early History………………………………………………………………………………… 3 Company Attitude……………………………………………………………………….. 4 The Woodruff Era: 1919 – 1955.......…………………………………………….. 4 Diversification and New Products in Foreign Countries: 1955-1981…………………………………………………………………………………………….. 4 The Goizueta Era: 1980s……………………………………………………………….. 5 Key Dates ……………………………………………………………….……………………. 5 EXECUTIVE SUMMARY Coca-Cola is a soft drink that is sold in more than 200 countries around the world. Originally Coca-Cola was intended as a patent medicine when it was invented in the late 19th century by Dr. John Pemberton. Coca-Cola was bought out by a businessman, Asa Griggs Candler, who had an excellent sense of business. He marketed and sold the products alongside his philanthropies. He became a notable philanthropist and he used that to his advantage in marketing his product. The Coca-Cola Company grew tremendously under Candler’s 26 years of leadership. The company produces concentrate Syrup, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola...
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...daily business roadmap. We have taken all precautions to validate our business and financial models, focusing on realistic projections. We have accomplished this as follows: Our financial model is rooted in industry facts, not optimism. We have based costs on our vast industry and practical experience with similar ventures, validation against National Restaurant industry cost averages, and analysis against local Atlanta market averages. We have taken a collective look at all figures to make solid business estimates. Our business concept was derived from detailed Market Analyses. Instead of building a business around a preconceived concept, we analysed the market findings and built a concept around our consumers. In other words, our business is built to service an unmet consumer 'want'. A buffered financial plan that ensures adequate capitalization. A contingency buffer is included in the start-up cost to ensure the business in not under financed, as well as giving the business adequate funding to sustain it in the first six months of start-up. Our industry experience confirms a longer ramp-up stage for restaurants over other retail/service...
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