...CARDBURY SCHWEPPES LIMITED MARKETING PLAN i Marketing plan ii Table of Contents EXECUTIVE SUMMARY ............................................................................................... 4 MARKETING OBJECTIVES ................................................................................................. 4 PRODUCTS OR SERVICES .................................................................................................. 5 PROJECTED OUTCOMES .................................................................................................... 5 SITUATION ANALYSIS ................................................................................................. 5 COMPANY ANALYSIS/INTERNAL ANALYSIS ..................................................................... 8 TECHNOLOGICAL COMPETENCY/EXPERTISE .................................................................... 9 MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS ........................................................... 10 PRODUCT/SERVICE ANALYSIS ........................................................................................ 11 MARKET SEGMENTS ....................................................................................................... 12 MAJOR COMPETITORS/PARTICIPANTS ............................................................................ 12 PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES ........................................ 13 EXTERNAL ANALYSIS ..........................................
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...TABLE OF CONTENTS Table of Contents Page 2 Executive Summary Page 3 1 Introduction Page 4 2 Economic Environment Page 5 3 Cultural Environment Page 7 4 Political Environment Page 9 5 Conclusion Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will be sports apparel by Nike, Inc., while the selected target market is...
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...Assignment Grading Course: Name Marketing in Foreign Market Yours Name Professor’s Name [optional] University Table of Contents Introduction 2 Product Utilities 4 Products Target Market 4 Products Category 5 Segmentation, Targeting, and Positioning Approach to market the Product in Foreign Market 6 Major Environmental Facts and Trends 7 Application of Marketing Mix 8 India and International Ethical Marketing 9 Conclusion 9 References 11 Introduction Here, within this paper, I would like to consider the marketing strategies and selling opportunities for a new product in Indian market. This product is ‘sports apparel’ that comes from a well-known United States branded Company i.e. Skechers which sells millions of pieces in a year and have more than 100 outlets retail shops in United States and now, Company has decided to move in foreign market and want to expand more with India where policies and regulations are fair with United States Companies business, Roland T. Rust, Katherine N. Lemon, Valarie A. Zeithaml (2004). Considering thesis for this paper, I can say, in today’s global concerns, people are much concerned with their health and giving few minutes of their day in sports; however, it could be any physical work which they are doing in areas of sports while they like to get involve more in sport activities and want to feel comfort, prefer sports apparel. Hence, it’s a good idea to sell...
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...CONTEMPORARY GREEN MARKETING - BRIEF REFERENCE TO INDIAN SCENARIO R. Shrikanth *, D.Surya Narayana Raju ** * Assistant Professor Department of Master of Business Administration, CMR College of Engineering and Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ** Associate Professor, Department of Master of Business Administration, Vidya Vikas Institute of Technology (Affiliated to JNTU), Hyderabad, Andhra Pradesh ABSTRACT In the modern era of globalization, it has become a challenge to keep the customers as well as consumers in fold and even keep our natural environment safe and that is the biggest need of the time. Environmental pollution is a buzz word in today’s business environment. Consumers are also aware of the environmental issues like; global warming and the impact of environmental pollution. Green marketing is a phenomenon which has developed particular important in the modern market and has emerged as an important concept in India as in other parts of the developing and developed world, and is seen as an important strategy of facilitating sustainable development. In this research paper, main emphasis has been made of concept, need and importance of green marketing. Data has to be collected from multiple sources of evidence to understand the importance of green and sustainability management, in addition to books, journals, websites, and news papers. The Paper aims at finding out what actually Green Marketing is all about and how can...
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...INDIA MARKETING ENVIRONMENT Indian Marketing Environment For Global marketers India is not just a single country, it is further divided into tow different countries. India and Bharat. India is looked and appreciated by the whole world. It is growing at the second fastest rate, Its a outsourcing hub, skilled workforce, Nuclear and space power and everything to become a world power. On the other hand, Bharat invovles poverty, Illetracy at high levels, Corruption, Mismanagement, Violnce between releigions and like that. So in this way whosoever desires to enter in the indian market must realize both the faces of this country. They should realize the serious challenges of doing business here like segmenting the market properly, Understanding country's social and cultural issues, getting through government beaurocracy and understading economic and political situation. There have been bunch of examples of companies who have tried to enter in Indian markets without taking care of these issues and have failed badly. Now before understanding Indian Marketing Environment, it is important to understand what is Marketing Environment. Marekting Environment consist of factors and forces outside or inside the organzation that affect its business in the market. The marketing environment is divided into tow different environments. 1) Micro Environment: It consist of factors lose to the company that have a direct impact on the organization strategy. This includes company's suppliers, distributors...
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...CONTENTS Table of Contents Page 2 Executive Summary Page 3 1 Introduction Page 4 2 Economic Environment Page 5 3 Cultural Environment Page 7 4 Political Environment Page 9 5 Conclusion Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will be sports apparel by Nike, Inc., while the selected...
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...all over the world and this report seeks to determine whether the restaurant will appeal to the Indian market. India has been chosen as the most favorable destination for marketing this restaurant because with over 1.2 billion people, the country has an attitude of embracing change whilst adapting to new themes all the time. An environmental analysis was conducted on the country largely focusing on the following critical factors, economic and financial environment, cultural environment and lastly the political and legal environment. In evaluating the economic and financial environment, it was established that the Indian economy is underdeveloped and therefore the biggest hindrance to economic development is poverty. The unemployment rate in India has the highest change in the past two years with an increase of 0.1% from 9.3% in 2011 to 9.4% in 2012 and this may affect Wimpy as the increase in the unemployment rate affects the restaurant as the more people start losing their jobs, the lesser the business for the restaurant. An analysis of the cultural environment will follow as the nation is divided up into 28 states, which consist of seven union territories and where aspects that include language, religion and food vary from one state to the other. It was established that most Indians do not consume beef as it is against their religion. This will ultimately influence the marketing strategy to be used as the behavioural segmentation base will be used to segment the market by grouping...
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...There are two environment of marketing; the internal and external environments. your job as a marketer is to create effective flow of goods and services from the point of production to your consumers despite various controllable and uncontrollable forces that do militate for or against you while making profit for your organization. The external environment of marketing The external environment of marketing is comprises of those uncontrollable forces outside of your organization. These forces that can influence your business are uncontrollable because you do not have any control over them, but yet, you can respond and adapt to their treats and influences with your controllable mix element from your internal environment. The uncontrollable forces in the external environment are: Competition Government policies Natural forces social and cultural forces Demographic factors Technological changes (1) Competition: competition refers to the numbers of similar competitive product brands’ marketers in your industry, their size and market capitalizations. You as a marketer might not have direct influence on them, but it’s important that you monitor their activities, and then design effective strategies using your controllable variables. (2) Governmental policies: the government policies refers to the laws and legality that guilds the land, they go a long way to affect your business operations as a...
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...Course Name | Marketing Management-1 | No. of Credits | 3 | No of Contact Hours | 20 | Session Duration | 90 Min. | About the Instructor: Dr Tapan K Panda is a professor of marketing at Great Lakes Institute of Management Chennai and Director of Kotler Srinivasan Centre for Research in Marketing. Prior to joining at Great Lakes, He taught at leading business schools of India including Indian Institute of Management Lucknow, Kozhikode and Indore as a full time faculty member. He has published fifteen books in various areas of marketing and was awarded late Dewang Mehta Best Marketing Faculty Award 2011 and AIMS International Best Management Professor Award in 2013. His areas of interest include brand management, customer relationship management, digital marketing. He can be reached at tapanpanda@gmail.com Course Objectives and Key Take Away This is the first course in marketing for students of the Post Graduate Program in Management. This course is designed to acquaint students with conceptual foundation of marketing and its various facets affecting business decision making in a modern organization. It focuses on * Building clear understanding of customer orientation in organizations and how marketing serves as a value delivery mechanism. * Sensitizing students to issues related to marketing environment and how managers should respond to challenges arising out of subtle and path breaking changes in external marketing environment. * Demonstrating...
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...Advantage in New Patent Regime: A Study of the Indian Pharmaceutical Industry In the global business environment, traditional factors e.g labour costs and superior access to financial recourses and raw materials can still create a competitive advantage in the current competitive landscape. In the current landscape, the recourses, capabilities and the core competencies in the firm’s internal organization likely have a stronger influence on its performance than do conditions in the external environment. The IPI is one of the largest and most advanced among the developing countries. It is the 4th largest by volume i.e. around 8 percent and 11th largest in terms of value i.e. around 1.5 percent. The Indian pharmaceutical industry is a heterogeneous mixture of firms split between the organized and unorganized sectors. The control and support of the Indian government plays a critical role in the competitiveness of the IPI. According to Sampath (2006), areas of government support critical to the IPI include speed of processing of patent applications, R&D conducive environment, and reduced price Control, access of land for expansion and the patent amendment act, 2005. The government can also help increase the potential of the nascent venture capital industry in India, with an emphasis on the pharmaceutical industry. Indian Pharmaceutical industry has depended upon exports too. Among the four key capabilities tested in the survey, marketing capabilities was ranked the highest followed...
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...LG IN THE INDIAN COLOUR TELEVISION MARKET INTRODUCTION Ever since its inception in India 'LG India' has made an impressive beginning and has shown commendable progress on all parameters of keeping in touch with the market. This report aims to establish the factors included in the marketing plan of LG in India (in the colour television market) that has contributed to its rise to glory. This report begins by giving the origin and background of the company. Then the company and its environment have been studied. This includes the discussion of the PEST factors and Industry Analysis (Porter's Five Forces) followed by a SWOT Analysis. The next part involves the CSFS and competitive advantages followed by a discussion of the company's strategies. The last part then includes alternative strategic app and conclusion. BACKGROUND AND ASSUMPTIONS Origin The Lucky Group (now known as LG) has its origins dating late back to January 5, 1957 when founder Chairman Hwoi Koo had invested all his personal assets in its formation with great success isn many rounds of reinvestment by the late 1950s, Mr. Koo announced his intention to get into electronics after much painstaking research and planning the Goldstar Company (now known as LG Electronics) was founded on 1.10.1958. LG Electronics India Limited After being appointed one of the official sponsors of CTV kits for the Asian Games in New Delhi - 1982, LG disappeared for the next 12 years. Then in 1995 it came together...
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... “CONTEMPORARY ENVIRONMENTAL MARKETING – Emerging Trends of Environmental Marketing in Indian Perspective” SUPERVISOR Submitted By: Submitted to: Deepa Singh IFTM University Moradabad. INTRODUCTION In our days the environmental problems seem to concern all active citizens, enterprises and institutions all over the world much more than thirty years ago. International researches show that the consumers worry more about the environment and change gradually their behaviour (Arbuthnot, 1977; Simon, 1992; Diamantopoulos et al., 2003). Thus, a new market for viable or sustainable products emerges, which is further strengthened by active consumers, since it is a way to contribute - although indirectly - to the protection of the environment (Cornwell and Schwepker, 1995; Cleveland et al., 2005). The enterprises gradually recognize the various competitive advantages and the enterprising opportunities (Johri, 1998) that arise from this ecological consuming approach, entering the word "green" in many of their activities. Thus, in parallel with the concept of Corporate Social Responsibility, the concept of "Environmental Marketing/Green Marketing" has also been cultivated with sufficiently effective practices. According to the American Marketing Association - “Environmental Marketing is the marketing of products that are presumed to be environmentally safe”. Thus environmental marketing incorporates a broad range of activities...
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...GREEN MARKETING IN INDIA: EMERGINGOPPORTUNITIES AND CHALLENGES Pavan Mishra* & Payal Sharma** th Received: 10 Sept.2010 Revised: 15 th Dec.2010 Accepted: 25th Dec. 2010 Abstract Green marketing is a phenomenon which has developed particular important in the modern market. This concept hasenabled for the re-marketing and packaging of existing products which already adhere to such guidelines. Additionally, the development of green marketing has opened the door of opportunity for companies to co-brand their products into separate line, lauding the green-friendliness of some while ignoring that of others. Such marketing techniques will be explained as a direct result of movement inthe minds of the consumer market. As a result of thisbusinesses have increased their rate of targeting consumerswho are concerned about the environment. These sameconsumers through their concern are interested in integrating environmental issues into their purchasing decisions throughtheir incorporation into the process and content of themarketing strategy for whatever product may be required.This paper discusses how businesses have increased their rate of targeting green consumers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segmentsof green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also examines the present trends of green marketing in ...
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... Summary of the case The case of Coke and Pepsi in India is a lesson that all marketers can observe, analyze and learn from, since it involves so many marketing aspects that are essential for all marketers to take into consideration. Both companies had many difficulties, especially Coca-Cola, and it's useful to observe how it dealt with the different aspects, stating from the political environment of the Indian market and the trade barriers it faced, going through the market entry and penetration strategies considered and the flexible marketing mix used and how it was placed to increase consumption and market share, ending with the change in the environment and market due to boycott campaigns for different reasons. Discussion Political environment and trade barriers: Until the early 1990s, India was considered unfriendly to foreign investors, especially in consumer goods sector. If an item could be obtained within the country, imports of similar items were forbidden. Due to this environment, Coca-Cola had withdrawn from the Indian market in 1977. Looking back at Coca-Cola's withdrawal we can notice: Coke's refusal to give the formula and withdraw from the market wasn't a clever decision, because as a big company, coke must expect to face many challenges. It should have believed in it marketing capabilities and its ability to position its brand as a unique one, different from others even if they claim they are the same. And using the huge resources...
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...is to become the first automobile manufacturer by 2018 and India became one of the key “element” in this strategy, since India the second fastest growing automobile market. Volkswagen India operates since 2001 when they presented Skoda brand to the Indian car market. Methodology For the following research was implemented realism philosophy, which means that both positivism and interpretivism approaches were used. The main tool, which was used in this particular research, was secondary data, as India country was chosen as a research area, so collecting primary data was impossible. Mainly the annual reports, journal articles and in some cases books were used. As India was chosen for the research, there was no ability to conduct the survey and use primary data. Situation analysis A. The internal environment Review of marketing goals and objectives * 15% annual growth rate for the next five years * To bring new technologies in car market of India * To increase market share twice, to 7% by 2018 * To explore India car market with new dealerships * Raise brand awareness of the company in India It should be mentioned that in order to increase quantity of customers and prove that Volkswagen is company Indian people could trust, Volkswagen introduces Polo GT TDI in 13 September 2013 with remark “German quality made in India ”. This model is segmented mainly for the families with middle income, still stay very mobile, safe and environmentally friendly....
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