...UNIT 3 Introduction to marketing P1 ASSIGNMENT BY SONIA CHARLES FOR HEATHER WILLAN OCTOBER 2013. TABLE OF CONTENTS 1 | Topic of the assignment. | 2 | Contents. | 3 | Introduction of the marketing strategies. | 4 | Introduction to enterprise & definition of Ansoff’s Matrix. | 5 | Market development & product development. | 6 | Diversification, market penetration & summary. | 7 | Introducing Kellogg’s and Kellogg’s brands. | 8 | Marketing mix, packaging & advertising | 9 | Market research & communicating with consumers & summary. | Introduction The purpose of this report is to research two different marketing strategies that can be used by organisations to identify opportunities to grow. The two organisations used in this report are Enterprise Rent-a-Car and Kellogg’s Breakfast Cereals. The growth strategies include Ansoff’s Matrix and Branding. According to The Chartered Institute of Marketing, “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Enterprise Rent-a-car In 1957,Jack Crawford Taylor, an American entrepreneur established executive leasing in Missouri, united states which came later to be renamed as enterprise rent –a-car in 1962. With a vast network of over 6500 rental offices (5400 local...
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...1.6 CRM Practices in Retail Sector India presents a huge opportunity to the world at age, to use as a hub. Standing on the threshold of a retail revolution and witnessing a fast changing retail landscape, India is all set to experience the phenomenon of global village. India is the “promised land” for global brands and Indian retailers A “Vibrant economy”. India tops in the list of emerging market for global retailer and India’s retail sector is expanding and modernizing rapidly in line with India’s economic growth. The future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities...
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...............................4 CURRENT MARKETING SITUATION..................................5 1 Past and actual success ENVIRONMENTAL ANALYSIS..........................................10 1. Macro analysis : PESTEL 2. Micro analysis: PORTER 5 FORCES TREND..............................................................................14 COMPETITOR ANALYSIS...............................................15 FUTURE GROWTH POTENTIAL....................................16 SWOT ANALYSIS..............................................................17 ASSUMPTIONS................................................................18 MISSION, DIRECTION AND OBJECTIVES....................20 Financial Objectives Marketing Objectives Social Objectives MARKETING STRATEGY..............................................21 MARKETING PROGRAMS............................................23 FINANCIAL PLANS.......................................................26 IMPLEMENTATION AND CONTROL..............................26 1. REFERENCE LIST..........................................................27 2. APPENDIX [A.1] Sales forecast [A.2] Budget marketing plan [A.3]Implementation plan 1. EXECUTIVE SUMMARY This report has commissioned to development a Marketing Plan for Chipotle Mexican Grill Inc.(CMG) and recommend strategies for...
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...FACEBOOK Facebook was founded in 2004 as a hobby of Mark Zuckerberg, in that moment a Harvard student, and as a service to the students of the university. In its first month of operation the subscription Facebook had more than half of Harvard students, and then expanded to universities MIT, Boston University and Boston College and more prestigious U.S. institutions. A year later, Facebook had more than one million users, an office in Palo Alto, California Facebook was created as an online version of the "face-books" of American universities. The "face-books" are publications that universities at the beginning of the academic year, containing the pictures and names of all students and aimed to help students to know each other. In 2006 Facebook was "made public", allowing not only students of certain universities or American schools participate in it, but all the people who have an e-mail can be part of your community. Facebook then became a community of communities, it will connect students, businesses and people can choose to participate in one or more networks. Is a community created by and based on members In February 2007 came to have the largest number of registered users compared to other web sites aimed at upper-level students, having over 19 million members around the world, because it was originally published in English only. TWITTER Twitter is a free microblogging, which serves as a social network that allows users to send micro-text based entries, called "tweets"...
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...Case 6 Chipotle: the Challenges of integrity ryan ruud, Jennifer lee, garrett Borges, Monica Bethke, ron Bomkamp, preston Jensen arizona state University ‘Fresh is not enough anymore.’ Steve Ells Chipotle Co-CEO, Founder, and Chair Introduction Chipotle Mexican Grill (NYSE: CMG) in the USA has experienced great success satisfying the desire of consumers for a quick-serve restaurant that does not sacrifice quality for speed. Known in the food industry as a ‘fast-casual’ restaurant, Chipotle is part of the fastest growing segment of the restaurant industry.1 With annual revenues pushing US$2 billion and a stock price that doubled in 2010, Chipotle’s steady growth and strong financial statements make it highly attractive to investors (see Tables 1–3). Chipotle achieves customer satisfaction while maintaining a unique vision that has committed the company to ‘finding the very best ingredients raised with respect for the animals, the environment, and the farmers’.2 Coupled with a deceptively simple menu that allows for over 60 000 different burrito combinations alone, interactive ordering so customers can personalise their experience and meal, and a reasonable price, it’s no wonder Chipotle restaurants are full of happy customers and that the company has grown to nearly 1100 locations in only 17 years. History At an age when most of his peer group was still watching cartoons, Steve Ells was a dedicated fan of Julia Childs’ cooking show on US public broadcaster PBS...
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...FEMSA – Organization Development – HR Sustainment Intervention Fomento Economico Mexicano, known as Femsa (FMX) sustainability program keeps evolving with new acquisition and joint business ventures. In 2011, FEMSA and business segments required an organization development planned change to improve the corporation’s sustainability. Our research will focus on the corporations five core areas: ethics and corporate values; quality of life in the company; health and wellness, community engagement and, environment care. The OD practitioner used the well know Lewin’s Action Research theory, which is composed of repetitive four step process: diagnostic, planning, plan execution, and plan evaluation (Cheung-Judge, M., & Holbeche, L. 2011) FEMSA is a leading company that participates in the non-alcoholic beverage industry through Coca-Cola FEMSA (KOF), the largest independent bottler of Coca-Cola products in the world in terms of sales volume; in the retail industry through FEMSA Comercio, operating the largest and fastest-growing chain of stores in Latin America, and in the beer industry, through its ownership of the second largest equity stake in Heineken, one of the world’s leading brewers with operations in over 70 countries. KOF invested more than Ps. 28,000 million in mergers and acquisitions during 2011, to consolidate its leadership position in Mexico and Latin America, while entering the milk and value-added dairy products category with a leading...
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...Professor Harasamophaka Bavarian Motor Works (BMW): An Analysis on its Success as a Multinational Enterprise Introduction BMW Group manufactures products under three brands: BMW, MINI and Rolls-Royce Motor Cars. BMW is a Multinational Enterprise that has been manufacturing and marketing luxury products for about a century. The company is currently the largest premium car maker in the world, followed closely by Mercedes-Benz and Audi. Their headquarters are located in Munich, Germany, and the building itself is also a well-designed masterpiece allowing visitors a glimpse inside the techniques utilized to keep BMW a true competitor on the global scale. This Multinational Enterprise is made up of twenty three production and assembly plants in thirteen countries, forty one sales subsidiaries all over the world, and ten locations in the Research & Development network in five countries. According to the company's current annual filing, it had FYE 12/31/2011 revenue of $90.9 billion and employs one hundred thousand and three hundred and six people (Bayerische). These values ensure its positions as one of the ten largest cars manufactures in the world. Bavarian Motor Works has been able to sustain its position as a successful Multinational Enterprise by adapting to the changing global marketplace through adopting environmentally friendly policies, smarter spending, relevant marketing and partnering with other automobile companies to continuously strengthen its brand and technology...
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...Unit 2: INTRODUCTION TO MARKETING P1: Describe how marketing techniques are used to market products in two organisations IE Thanks to Igor Ansoff studies, today we can identify four different marketing strategies available for growing a business: MARKET PENETRATION, MARKET DEVELOPMENT, PRODUCT DEVELOPMENT and DIVERSIFICATION. MARKET PENETRATION: A market is a group of customers who may purchase a product. MARKET DEVELOPMENT: This is when a company markets an existing product to a new market. PRODUCT DEVELOPMENT: This is where a business develops a new product to sell to existing customers. DIVERSIFICATION: This is where a business markets new products to new customers. This can works in two ways: the business may produce a new product in an area that it understands, or it may enter a completely new unrelated area. Many businesses are often faced with having to develop strategies just to survive. This could include downsizing the business to reduce costs. It could mean coming out of less profitable markets, discounting less profitable lines and making some employees redundant in order to balance the books. Amazon is a ecommerce company born in 1994. Jeff Bezos created Amazon.com, Inc. in 1994 , which he labeled as “Earth’s Biggest Bookstore.” The ecommerce company went online in 1995 and soon expanded into other media, including DVDs, VHS, CDs, MP3s, and eventually a wide range of other products, including toys, electronics, furniture and apparel. As such, the tagline...
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...Cemex: High Tech Cement Report title page +names of team members To be done Executive Summary To be done Question A. Based on case data outline the strategy followed by Cemex to achieve its position of prominence in the cement industry. What factors and resources equipped the company to grow so successfully over the period described in the case? Also, compare Cemex with Cisco. Where are they similar and where do they differ? Cemex utilized four key strategies to achieve a position of prominence in the cement industry. First, Cemex innovated state of the art technology to outperform competitors. Cemex leaders challenged the operations groups to develop more efficient ways ways to produce concrete and bought technology through acquisitions. A telecommunications network between 11 plants was established as early as 1988. The IT consulting group, Cemtec, was spun off which utilized online surveys to manage customer relations. Second, Cemex converted the commodity business into a specialty business by helping their end users improve profitability. E.g. in Mexico City, by guaranteeing delivery times of 20 minutes or less, the contractors maximize the cost effectiveness of the crews working on the site. Third, Cemex bought out competition in markets they wanted to expand influence. In some geographies, such as Mexico, Cemex owned >70% market share through acquisitions. Lastly, Cemex embraced risk management as one of its core competencies...
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...sales. PepsiCo encompasses the Pepsi Cola, Frito-Lay, Tropicana, Quaker, and Gatorade brands and offers products in over 200 countries. It currently holds 36 percent of the total snack food market share in the U.S. and 25 percent of the market share of the refreshment beverage industry. The company’s headquarters are in New York and employs over 200,000 people. In 2006, Michael D. White became the CEO of PepsiCo International, and in 2007 Indra K. Nooyi became the CEO of PepsiCo. PepsiCo has received many awards and recognitions over the years, including being ranked in the top 25 of the best global brands, ranking number four overall by Diversity Inc, and earning the Green Award by the Environmental Protection Agency. COMPANY AND MARKETING HISTORY The Pepsi recipe was developed by pharmacist Caleb Bradham in the 1890s. Originally marketed under the unassuming name “Brad’s Drink,” Bradham’s creation was renamed Pepsi-Cola in 1898 due to the pepsin and kola nut ingredients used. Awareness of Bradham’s new creation spread quickly, and in 1902 he decided to create the Pepsi-Cola Company so people everywhere could enjoy the drink. In 1903 the patent became official, and by 1910 Pepsi-Cola had franchises in 24 states and sold over 100,000 gallons of the syrup annually. However, the Pepsi brand would encounter several rocky situations before becoming the success that it is today. World War I proved to be an especially turbulent time for Pepsi-Cola. Severe fluctuations in...
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...Chapter1 Quiz | 1 INCORRECT | | __________ is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit. | | | A) | Global strategy | | | B) | Marketing | | | C) | Marketing concept | | | D) | Regional marketing concept | | | E) | International marketing | | | | | | | | 2 INCORRECT | | Which of the following is the most critical difference between domestic marketing and international marketing? | | | A) | The environment in which marketing plans must be implemented | | | B) | The different concepts of marketing | | | C) | The change in marketing goals | | | D) | The difference in technological standards | | | E) | The change in corporate objectives | | | | | | | | 3 CORRECT | | Dylan is planning to take his successful fast food venture global. Which of the following is the reason why his task could be more complicated than that of the domestic marketer? | | | A) | The international marketer must change his marketing goals in the various countries of operation. | | | B) | The international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. | | | C) | Technological standardization could challenge effective customization in different markets. | | | D) | International trade regulations still do not allow free trade...
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...of Sloan Foundation Industry Studies Centers Major Interests: • Innovation Management • Product Design, Marketing and Brand Management • Innovative Teaching Approaches (Multimedia Enhanced on campus and Distance Learning) AWARDS 1995 Boeing Outstanding Educator Award Hesburg Award Team (for Educational Innovation) In 1995, I was a co-recipient of the Boeing Outstanding Educator Award and a member of the team receiving the Hesburg Award for Educational Innovation TEACHING Teaching Role. My recent teaching has been in Rensselaer’s resident MBA program (both full and parttime), Professional and Distance Education Program and undergraduate programs. My research and teaching have made important contributions to efforts to build the marketing and management and technology curricula in the School of Management at Rensselaer and at other universities who have adopted our teaching materials. As a pioneer in interactive leaning material on product development and manufacturing, I have developed several interactive multimedia cases and collaborated on the development of simulations designed to teach marketing principles and bridge management and engineering disciplines. The simulations teach marketing, design and manufacturing concepts by exposing students to tradeoffs inherent in new product development. They help provide an understanding of design, manufacturing, and marketing decisions, as well as cash and investment flows, inventory management, and product planning. These...
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...together with middleware - occasionally ‘paused’ when its capacity was strained. Fortunately, his team - veterans of past Valentine’s Day ‘peak experiences’ - helped patch things together and ensured that nearly all orders were processed and delivered on time. Recognizing that customer retention was an important goal, Stetzel was relieved that most customers were happy with the service they received during the Valentine’s rush. Stetzel had been hired in November 2009 - just in time for a Christmas rush which included several tense moments as the systems struggled to handle a surge in orders. He hoped that before winter 2011 rolled around, his team could tame the complicated middleware and make progress toward an efficient, well-organized enterprise IT architecture that could serve as a robust platform for the company’s changing business requirements and support their...
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...Each organized business is classified into an industry (United States Census Bureau, 2012). NAICS stands for North American Industrial Classification System. These specific codes are used by the government and businesses to classify different organizations by a certain type of economic activity (Thompson, Peteraf, Gamble, & Strickland, 2012. The NAICS code for Domino’s Pizza is 722513 (United States Census Bureau, 2012). This code is for Limited-Service Restaurants (United States Census Bureau, 2012). The definition of the code is stated as, “This U.S. industry comprises establishments primarily engaged in providing food services (except snack and nonalcoholic beverage bars) where patrons generally order or select items and pay before eating. Food and drink may be consumed on premises, taken out, or delivered to the customer's location” (United States Census Bureau, 2012). Next, is the SIC Code. This code is only four digits and is another code used by the government and businesses to classify industry areas. The SIC code for Domino’s Pizza is 5812 (United States Census Bureau, 2012). These codes are mostly based on similarities within industries. Vision/Mission Statement According to their website, Domino’s Pizza mission statement is the following: Sell more Pizza, have more fun (Domino's Corporate, 2013). The mission statement consists of two important aspects- Products and/or services offered and the Target Market (Thompson, Peteraf, Gamble, & Strickland, 2012). Both...
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...PART 2 The Global Marketing Environment CHAPTER 2 The Global Economic Environment Case 2-1 The Global Economic Crisis I n his 1997 book One World, Ready or Not, William Greider described the United States as “the buyer of last resort.” Greider explained that, for many years, the United States was the only nation that was willing to absorb production surpluses exported by companies in Europe, Asia, and Latin America. Greider asked: “Who will buy the surpluses when the United States cannot?” The conventional wisdom has long held that strong spending by consumers in other nations would keep the world economy humming. However, by 2008, Greider’s question was taking on a new urgency and the conventional wisdom was being tested. An economic crisis that had its roots in lax subprime mortgage lending practices began to spread around the globe. In the United States, where the crisis began, economic misery was widespread: The housing market collapsed, real estate values plummeted, credit tightened, and job growth slowed (see Exhibit 2-1). As the price of oil passed the $100 per barrel benchmark, the average price of a gallon of gasoline rose to $4. American consumers were, indeed, less willing and less able to buy. However, the crisis was not confined to the United States alone. Consumer-goods exporters in Asia, which Exhibit 2-1: The bursting of the global real estate bubble was only one aspect of the worst recession in decades. The ripple effects from the economic...
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