...Report Title: Marketing the Eco-shack Prepared For: Ms Puan Haslinda Mohd Yunus & Ms Rachael Louis Vincent Victoria University Prepared By: Vivek Satish Chohan (4101946) Pranav Satish Davda (4100233) Date of Submission: 16th May 2013 Tutorial Group: 8 Table of Contents Executive Summary 2 1.0 Introduction 3 2.0 Analysis 4 2.1 Consumer Segmentation 4 2.2 Business Segments 5 2.3 Cost Pricing Approach 7 3.0 Recommendations 8 3.1 BRANDING AND POSITIONING 8 3.2 Alternative Pricing Approach 10 4.0 Conclusion 11 List of reference. 13 Executive Summary The objective of this report is to identify the target market and position the product well in consumers mind so as to increase the sales and market share. For a product to be accepted in the market by consumers, an effective marketing strategy must be implemented. This report is divided into five parts which are introduction of the scenario, followed by identifying the consumer segment, business segment, merits and demerits of cost oriented pricing, branding and positioning and an alternative pricing approach for the eco shack. Behaviour segmentation variable for consumer market is an appropriate way to identify the consumer segment for the Urban- Eco Shack. This process of segmenting the market involves analyzing the behavior of consumers in terms of usage, price sensitivity and the response towards brands. The features of the Urban – Eco-shack can influence the behaviour of the customers...
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...INTRODUCTION TO MARKETING BHO1171 ASSIGNMENT TITLE Written Case Study Report This assessment accounts for the following proportion of marks for this unit LEARNING OUTCOMES BEING ASSESSED 1. Demonstrate an understanding of the principles underlying the development of marketing strategies, especially in relation to services and consumer goods; 2. Describe the role of the marketer, and the marketer’s contribution to the direction of the organisation which offers products; goods, services, ideas, events, activities, people and experiences, as a means of satisfying the needs of consumers; 3. Outline the particular challenges confronting marketers in the local and international markets; 4. Demonstrate a knowledge of the marketing strategies that can be implemented to confront these challenges; 5. Demonstrate an ability to identify marketing problems in exercises which simulate ‘business world’ situations, and 6. Develop strategies to provide solutions to the marketing problems identified. 30 % SUBMISSION INSTRUCTIONS: You must electronically submit your paper into the Turnitin assignment submission box within the BHO1171 WebCT shell. Please note that paper copies will not be accepted. In case of the Turnitin or WebCT system being down, please email the assignment to your tutor or local unit co-ordinator as a record of on time submission. Assignments will be marked using Grademark, within WebCT. You will need to log into WebCT to read feedback and obtain your mark once marking...
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...Study – “Marketing the Eco-Shack” Prepared for: Lecturer – Puan Haslinda Mohd Yunus Tutorial – Ms. Racheal Louis Vincent Prepared by: Heru Onggodinata (4101285) Kevin Andrian (4101928) Date Submission: 17 May 2013 Tutorial group: T6 EXECUTIVE SUMMARY With the issue of climate change at the moment, there should be consideration with environmental friendly products and one of them is Eco-Shack, eco-friendly portable house. The purpose of this essay is to show how the owner of Eco-Shack can persuade more people to use their products. The owner of Eco-Shack has to do market research to enables them to do market segmentation of their products for consumer segment and as well business segment. The aim of market segmentation is to enable them do be focus on certain segment, target the customers, be efficient, effective and generate more sales. The customer segment in New Zealand that might be interested in Urban Eco-Shack is demographic and psychographic segment. Using demographic segment, Eco-Shack can focus on the young age 20 to 30 also family size and income level, and then psychographic the New Zealand people that like to move houses every few years, so Eco-Shack can promote their products on this customer segment. Eco-Shack can target business segment for its Standard Eco-Shack, according to their business size, small business might be interested in buying it because it is easy to be move, medium size business might also interested in Eco-Shack example agent...
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...faced by Doug and Paul when marketing the Eco- Shack. The report will then explain the related marketing concepts and provide several suggestions to overcome the problems. The main problem that can be extracted from the case study is incorrect marketing strategy which leads to several sub problems. These problems include incorrect brand positioning, segmenting and targeting. In addition, the price of an Urban Eco- Shack is higher than its competitors and lastly, Doug and Paul did not highlight the unique features of their product. After analysing, we had identified that for the consumer market, the green consumers segment will be interested in Eco- Shack. The four primary bases in this segment are geography, demographics, psychographics and behavioural (QuickMBA 2010). Meanwhile, for the business market, two segments that could be interested in Eco- Shack are businesses that are looking for an office site and those who are concern of the environment. There are many segmentation bases in business market which includes company size, industry, operating practices, culture and geographic. This report will further analyse on cost based pricing, a type of pricing strategy currently used by Eco- Shack developer. This strategy is commonly used by smaller firms because it is easy to be implemented and allows firms to estimate their profit margin more accurately. However, this strategy does not respond to market change, thus we can say that the price of Eco- Shack is less competitive compared...
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...faced by Doug and Paul when marketing the Eco- Shack. The report will then explain the related marketing concepts and provide several suggestions to overcome the problems. The main problem that can be extracted from the case study is incorrect marketing strategy which leads to several sub problems. These problems include incorrect brand positioning, segmenting and targeting. In addition, the price of an Urban Eco- Shack is higher than its competitors and lastly, Doug and Paul did not highlight the unique features of their product. After analysing, we had identified that for the consumer market, the green consumers segment will be interested in Eco- Shack. The four primary bases in this segment are geography, demographics, psychographics and behavioural (QuickMBA 2010). Meanwhile, for the business market, two segments that could be interested in Eco- Shack are businesses that are looking for an office site and those who are concern of the environment. There are many segmentation bases in business market which includes company size, industry, operating practices, culture and geographic. This report will further analyse on cost based pricing, a type of pricing strategy currently used by Eco- Shack developer. This strategy is commonly used by smaller firms because it is easy to be implemented and allows firms to estimate their profit margin more accurately. However, this strategy does not respond to market change, thus we can say that the price of Eco- Shack is less competitive compared...
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...Executive Summary Climate change and concerns related to the environment are evident in the increasingly ecologically conscious marketplace in New Zealand. In this context, the new environmental friendly products called Standard Eco-Shack and Urban Eco-Shack invented by Doug and Paul will be launched to penetrate the market. The challenges of marketing strategy will be faced by Doug and Paul because these two owners have no experience on marketing. In order to attract the customer attention and preference, brand positioning and value-based pricing strategy will be used to implement as marketing programs. In the long-run sustainability and growth, Doug and Paul will consider using the loyalty program to keep long term relationship with customers. Table of Contents Executive Summary 1 1.0. Introduction 3 1.1. Purpose 3 1.2. Case Summary 3 1.3. Relevant marketing theory definition and explanation 4 2.0. Problem/Issues Identification 5 3.0. Issue Analysis 6 3.1. Market Segmentation 6 3.2. Targeting consumers 7 3.3. Product positioning and branding strategy 8 3.4. Marketing mix (only pricing strategy focus) 8 3.5. SWOT Analysis 9 4.0. Recommendations/Choices of Solution 10 5.0. Conclusion 11 List of Reference 13 1.0. Introduction 2.1. Purpose Many organizations spend a lot of time, resources, and energy setting up the new business from sustainability to growth. Festus M Epetimehin (2011) stated that although...
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...accommodation choices. The greening of the built environment is a result of greater public awareness, information and understanding of how the buildings we live, work and play in affect the natural environment, our bank balances and our health. But what to do we really mean when we say a product is green? It is a broad term that people are instantly drawn to but can only vaguely define. It is often linked to other words such as ‘sustainable’, ‘environmental’, ‘carbon footprint’, ‘ecological’, ‘carbon neutral’, biodegradable’, ‘energy efficient’, ‘renewable’, ‘organic’, ‘recyclable’, ‘alternative energy’, ‘non-toxic’, or ‘eco-anything’. Supermarket shelves are filled with ‘green’ or ‘eco’ product, and we may not mind paying a little more for the eco-toilet paper to ease our environmental guilt about all the plastic packaging in the rest of our shopping. The purchase of ‘eco’ supermarket products can be a relatively...
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...BUS383 Managing Global Business Essay 1 Executive Summary: Using Lenovo as an international business, discuss the impact & role of culture in its business activities in different economies such as the United States & China in terms of political, economic, social & ethical factors. 2 Table of Contents Executive Summary:..............................................................................................................................2 Introduction...........................................................................................................................................4 Conducting Business Internationally..................................................................................................5 Impact & Role of Culture...................................................................................................................7 Difference between Western & Eastern cultures...............................................................................8 Lenovo in China / Eastern Culture....................................................................................................10 Lenovo in USA / Western Culture....................................................................................................12 Current Affairs.................................................................................................................................13 Conclusion:............................................
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...Consultancy Project Report McDonald’s By Haroon Zahid Qureshi CIIT/FA14-EMBA-207/CVC Master’s in Business Administration (Executive) COMSATS Institute of Information Technology Virtual Campus – Pakistan INTRODUCTION OVERVIEW OF FAST FOOD INDUSTRIES The food industry is on a high as Indians continue to have a feast. Fueled by what can be termed as a perfect ingredient for any industry - large disposable incomes - the food sector has been witnessing a marked change in consumption patterns, especially in terms of food. An increasing number of international fast food chains rushing to India is because all of them see tremendous potential in for this type of business. The large upwardly mobile population in the urban areas tend to eat out more often or business or for leisure. The various players operating in India are the well-established Indian chains like Nirula's, Haldiram's and multinational companies like McDonalds, Pizza hut, Domino's pizza, etc. In addition to these, apparently some of the best known international food chains are looking at India. Among them are Great American Disaster, The Burger King, Mexican food chain Tacogrill, Move-n-pick, etc. are some of them to name. The players are fighting on products, pricing, positioning and trying to convert their first trials into regular purchase by providing delightful service quality. The focus is on product quality and standardization on taste. Consistency is the key, as its standardization...
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...TABLE OF CONTENTS Introduction ................................................................................................................................. 3 Terms of Reference ..................................................................................................................... 4 Executive Summary ................................................................................................................... 5 Production and Consumption as Social Processes Generating Waste ..................................... 6 Economic Instruments for EMS .................................................................................................. 10 Strategy ..................................................................................................................................... 13 Conclusions and Recommendations .......................................................................................... 19 References ................................................................................................................................. 20 Prepared by: Dr. Michael Witter Economist Economic Incentives for Implementing Environmental Management Systems in Jamaica 1 Economic Incentives for Implementing Environmental Management Systems in Jamaica 2 INTRODUCTION The Jamaican economy at the dawn of the twenty-first (21st) century is a very open extensively liberalized marketplace in which Jamaican enterprises are being...
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...| Product Analysis: Monster Energy Drink | Bill ClymerWednesday August 14, 2013Written by: Maira Khalid | PART A Situation Analysis Monster Beverage Corporation The Hansen Beverage company (recently changing their name to Monster Beverage Corporation on January 5th of 2012), was a family owned and operated company in the 1930’s, selling freshly squeezed juices to local film studios. In the 1970’s, one of the Hansen brothers decided to transition their beverage business into marketing ‘natural sodas’. This was the upturn of the company that led them to where they are today. Today, Monster Beverage Corp. has transformed into the largest energy drink company in Canada with sales of more than $ 2.1 billion in 2012. Monster beverages have always been, and still claim to be free of preservatives, caffeine, sodium, artificial flavours and colours. Although many people believe that all energy drinks contain high levels of caffeine and are not healthy, the company’s mission statement which has not changed since Jan 5th, 2012 when the company changed its name, states otherwise. The Mission Statement The mission of Monster Beverage Corp. is to satisfy consumers' needs for superior quality and great tasting, healthy, natural and functional beverages. Our beverages will be positioned as an upscale brand and will often be marketed at a premium to competitive mainstream products. This mission statement provides Monster Beverage Corp. with the information needed for...
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...Monograph on the Apple Business Model @2003 Introduction. In 1984, Apple and the Macintosh challenged the world with the dramatic portrayal of a revolutionary woman hurling a hammer at an image of the establishment. With the Twentieth Anniversary of that event approaching, now is a good time to take a look back at this revolution and take stock of the new revolution that the Mac OS X operating system offers. Despite Time Magazine's 80 Days That Changed The World, it would appear that Apple doesn't get much credit for the revolution it sparked in personal computing. As the leading innovator in the computer market, and with a balance sheet holding of four billion in cash, neither its stock value nor its market share is very high. Every few months or so, a journalist reports on impending trouble for Apple Computer. Part of the reason for this negative press is that its main competitor has a 95% market share and billions more in cash. By any other standards, Apple would be judged to be an astonishing success, but a bigger question remains: Why is the Apple market share so small when it has a superior product? Blaming Microsoft for the 'ills' of Apple really misses the point. Both companies were formed early in the computer age, both had product, innovation and opportunity at a critical time, but their history is vastly different. Apple's small market share must be the result of its business model. While the business model has failed the aspirations of the Macintosh Revolution...
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...World Cities The global pattern of urbanisation: millionaire cities, mega cities and world cities • At a global scale, rapid urbanisation has occurred over the last 50 years. • Almost 50% of the world’s population lives in towns and cities. 19% of the world’s population lives in cities of more than 1 million people. • The most urbanised continents are Europe, North and South America and Oceania and the least urbanised continents are Asia and Africa. • The number of urban dwellers is by far largest in Asia, with 1.4 billion people living in towns and cities (40% of the population). • Urbanisation is increasing most rapidly in Africa and Asia. • This trend is expected to continue so that by 2025 almost half the population of these continents will live in urban areas and 80% of urban dwellers will live in developing countries. • Increased global urbanisation has resulted in the development of many millionaire cities. • There is also a significant number of enormous megacities, some of which are classed as world cities. ❖ Millionaire cities are those with more than 1 million people. India and China have the most millionaire cities in the world. ❖ Megacities are those with more than 10 million people, of which there are 20 (15 in the developing world) ❖ World cities are those which have great influence on a global scale, because of their financial status and worldwide commercial power....
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...World Cities The global pattern of urbanisation: millionaire cities, mega cities and world cities • At a global scale, rapid urbanisation has occurred over the last 50 years. • Almost 50% of the world’s population lives in towns and cities. 19% of the world’s population lives in cities of more than 1 million people. • The most urbanised continents are Europe, North and South America and Oceania and the least urbanised continents are Asia and Africa. • The number of urban dwellers is by far largest in Asia, with 1.4 billion people living in towns and cities (40% of the population). • Urbanisation is increasing most rapidly in Africa and Asia. • This trend is expected to continue so that by 2025 almost half the population of these continents will live in urban areas and 80% of urban dwellers will live in developing countries. • Increased global urbanisation has resulted in the development of many millionaire cities. • There is also a significant number of enormous megacities, some of which are classed as world cities. ❖ Millionaire cities are those with more than 1 million people. India and China have the most millionaire cities in the world. ❖ Megacities are those with more than 10 million people, of which there are 20 (15 in the developing world) ❖ World cities are those which have great influence on a global scale, because of their financial status and worldwide commercial power....
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...Travelling textiles A sustainability roadmap of natural fibre garments May 2009 This report has been prepared by Emer Diviney and Serena Lillywhite at the Brotherhood of Laurence Sustainable Business Unit. Brotherhood of St Laurence 67 Brunswick Street Fitzroy Vic. 3065 ABN 24 603 467 024 Ph: (03) 9483 1183 www.bsl.org.au the HUB of responsible business practice in Australia is a project of St James Ethics Centre © St James Ethics Centre 2 Contents Acknowledgments Summary Introduction Key findings The way forward Recommendations Introduction Brotherhood of St Laurence Gorman Industries Understanding the clothing industry Corporate responsibility and “sustainability” Developing tools for responsible business practice Roadmap methodology How we went about it Who we spoke to Overview of the garment supply chain The clothing industry roadmap Key sustainability issues in the garment sector Case study: Gorman Who is Gorman? The Gorman roadmap: Merino Tee and Forest Dress Unpicking the garment roadmap Design and production management Wool and cotton cultivation Processing raw materials and yarn manufacturing Knitting and weaving Fabric processing Cut make and trim Retailing and wholesaling Consumer use Textile waste and disposal Freight Towards sustainable garments Garment industry drivers Sources of information the HUB of responsible business practice in Australia is a project of St James Ethics Centre ...
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