...Marketing Management 14 PHILIP KOTLER Northwestern University KEVIN LANE KELLER Dartmouth College Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Executive Editor: Melissa Sabella Development Editor: Elisa Adams Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elizabeth Scarpa Director of Marketing: Patrice Lumuba Jones Senior Marketing Manager: Anne Fahlgren Senior Managing Editor: Judy Leale Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Creative Director: John Christiano Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Lead Media Project Manager: Lisa Rinaldi Editorial Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Printer/Binder: Courier/Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 9.5/11.5, Minion Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All...
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...evaluating various strategies presented from four of his most trusted managers, as the company’s position is under threat based on a report by the consulting firm, McTierman Corp. The report has analysed current market trends and how they are going to effect the marketing strategies of Oscar Mayer Foods. The report says that the company’s most prominent offering, red meat products from Oscar Mayer Foods is facing a serious decline in demand, which for the past couple of years is being offset by the increasing demand for the healthier white meat products offered under the Louis Rich brand. The McTierman report further goes on to suggest investment strategies in order for Oscar Mayer Foods to retain its market share and growth including added benefits to products from both product lines, strengthening via acquisition and/or developing new products to address the changing market demands. Next, he reads the memo from Rob Goodman, Louis Rich Category Manager. He starts off with pointing to the fact that they were smart to be the first movers in the white meat segment and that they need to pump more money into it to stay on top. He adds that he believes that white meat will capture 50% of the total market share in a short time span. His suggestions tows over shifting the company’s strategies to promote the Louis Rich lines over the Oscar Mayer lines by focusing on the advantages white...
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...allegations against Victoria’s Secret regarding one of their overseas suppliers. The news report stated that child labor laws were being violated by their cotton manufacturer in Burkina Faso, which is an undeveloped country located in West Africa (Simpson, 2011). This cotton is used in a small portion of VS panty styles, and the brand chose this supplier because they were certified as a Fairtrade, organic rain-fed, and pesticide free cotton. They also chose this supplier because this country struggled with poverty, and wanted the opportunity to create “life-changing opportunities for some of the world’s poorest women (lbrands.com).” According to the US Labor Department, Burkina Faso has had multiple reports of child labor instances, including forced child labor or forced labor among their women (Levs, 2011). After hearing these allegations, it was necessary for VS to take action immediately in addressing this matter, and they responded with an investigations of the UNPCB, the government of Burkina Faso, and Fairtrade International (lbrands.com). Their quick action was needed in order to show that they took the matters seriously and to prevent tarnishing the brand image. In times of crisis, there is a need for strategic corporate communication, to address the key stakeholders of the organization. Victoria’s Secret has important stakeholders that are in their involved in their day to day operations, both internally and externally, so it is important to tailor their communication...
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...Business Writing Course Memo Business Communications/ GB512-05N Teresa Lao October 25, 2011 Abstract This memo will address the importance of effective Business Writing and why I need to take that course with the University of Miami. Discussed is how business writing is vital to the success of any organization. Management should consider business writing courses and or training for all employees within the Admissions Department because communication is a time-consuming activity in our department when it does not have to be. Memo To: Sharon Shaw, Associate Director of Admissions From: Donovan Bell, Admissions Advisor Date: October 25, 2011 Subject: Business Writing Course Increasingly, the ability to write clearly, concisely and correctly is becoming a rarer skill. It is not only University graduates in entry-level roles, like myself that struggle with business writing, but seasoned employees also often find themselves in awkward situations where their business writing skills are exposed. And, as we become more desk-bound and email-focused, the need for writing skills support has become more apparent. The University of Miami’s writing courses have been designed to respond to the growing needs of employees from all facets of life. I am seeking a writing course that focuses on providing...
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...Memo To: Kudler Fine Foods Attention: Management Team From: XXXX Date: 11/18/2015 Re: Integrated Marketing Communication Plan (IMC) Integrated Marketing Communications Plan The objective of this memo is to increase the customer base of Kudler Fine Foods by developing a positioning strategy and incorporating various advertising media in a marketing campaign to create a brand recognition that reflects continuous growth and success for the company. An imperative part of the IMC plan is to determine when to use market segmentation of demographic, psychographic, geographic, and behavioral in making marketing decisions. According to NetMBA (2010), “Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers.” Additionally, this memo will discuss in detail the importance of each segment and develop a positioning strategy for Kudler Fine Foods against competitors. As a consultant hired to conduct marketing research for Kudler Fine Foods and to implement an Integrated Marketing Communications plan, my findings and recommendations are outlined in this memo. Marketing research consist of various aspects such as customer surveys, acquiring an understanding of market segmentation and its variables, collecting data from primary research, assessing the data and applying the outcome to the current marketing strategy. Additionally, marketing research...
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...Business Recommendations Memo ECO/561 Business Recommendations Memo Team D International battery manufacturing company, Larson Inc, operating between the U.S. and Germany, is facing a competitive market requiring strategic business planning in how to best improve the overall growth and strength of the company. Concerns with the economic futures must be acknowledged to increase their profits (Larson Scenario, 2010). For Larson to grow, management must make projections based these specific conditions over the next few years that will benefit Larson’s production of batteries and distribute them in the global market. This discussion summarizes courses of action Larson Inc. must consider based on the possible economic future. Alternative Economic Futures Larson Inc. expects to go through economic changes in the next five years that will ultimately determine the economic viability of the company. Recession, recovery, and peaks are guaranteed during this time period. With these imminent economic futures, it is imperative that Larson Inc. instill measures which maximize profitability and productivity in both the American and German markets. The instances of interrupted growth in industry are usually associated with business cycles (McConnell, Brue, & Flynn, 2009). Larson may face several of these changes in the economy and possessing the ability to predict these and how to handle them is a process that must be studied...
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...other elements of the situational context. For a briefing memo, this should be no more than one paragraph. For a full case analysis, this may be 2-3 paragraphs. 2. Business Problem/Opportunity What business opportunities and thus major decision(s) are available to the Entrepreneur as well as to the reader of the memo or case analysis? This can usually be summed up in a few sentences. 3. Key Resources Identify those resources available to the entrepreneur in terms of Dollinger's resource-based model. If a resource is not relevant to the opportunity being examined, ignore it. Explain why each resource is important. This should comprise 30 -- 40% of either your memo or case analysis. 4. Options Develop a series of options (at least two) for the decision-maker to consider. Make arguments in favour of each, and list any risks of each as well. This should comprise about 30% of your memo or case analysis. Given the limited space in a briefing memo, point form may be used. The options could relate to specific decisions outlined in the case, or it could be related to the decision for you to invest or not to invest in the firm. 5. Recommendations Based on the objectives of the decision-maker and the relative strength of each option (above), make a recommendation as to which option should be chosen. Compare the favoured option to the ones that were not chosen. This should comprise 20-25% of your case or memo. Additionally, for the Group case, include an appendix...
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...MEMO Executive Summary This memo analyzes the strategic position of Global Household Brands in the household product market. The current strategies and practices lead us to turn out the right move that management should make in order to gain the market share and largest long term growth for the company. I have evaluated GHB in order to develop useful recommendations and possible strategies in the future. I have gathered information regarding industries, financial statements, internal and external factors in GHB competitive structure. My analysis will be based on a SWOT analysis, Michael Porter’s five forces model and strategic intent in order to achieve the best strategies in the market of household product. Finally, I can assure that GHB will solve this situation, and turn out more stable and efficient company throughout provided good recommendations and possible strategies in the future. Background of GHB Before analyzing Global Household Brands, I would like to provide where GHB is now by a brief background. Block drug produced a variety of “niche” products such as Polident, powdered aspirin products, household cleaning products, and other brands. The most of these products were successfully generating high profits in their respective markets. However, they were faced with some trouble when Clorox, S.C. Johnson, Arm and Hammer entered the market. Block chose not to market their products at the level of large competitors, which led to a sharply decrease in sales about...
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...than 11,000 retail units under 69 banners in 27 countries and e-commerce websites in 10 countries. (Wal-Mart.com) They employ 2.2 million associates around the world; 1.3 million in the U.S. alone. Wal-Mart provides general merchandise: family apparel, health & beauty aids, household needs, electronics, toys, fabrics, crafts, lawn & garden, jewelry and shoes. Also, the company runs a pharmacy department, Tire & Lube Express, and Photo processing center as well (www.Wal-Mart.com). When Sam Walton created Wal-Mart in 1962, he declared that three policy goals would define his business: respect for the individual, service to customers, and striving for excellence (www.Wal-Mart.com). Wal-Mart's corporate management strategy involves selling high quality and brand name products at the lowest price. In order to keep low prices, the company reduces costs by the use of advanced electronic technology and warehousing. It also negotiates deals for merchandise directly from manufacturers, eliminating the middleman. This paper will analyze Wal-Mart's current strategy and challenges. In addition, I will discuss the threats and challenges facing Wal-Mart currently, priorities set by Wal-Mart CEO Lee Scott. I will also discuss the proposals outlined in the “Supplemental Benefits Documentation: Board of Directors Retreat FY06,”the result of the Board Benefits Strategy document leak, Wal-Mart initiatives from the standpoints of strategy and public relations, Wal-Mart’s strategic social...
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...the case? How serious are these problems? The cause of Problem in Nordstrom is misaligned Compensation system. The Compensation is not vertically aligned with the Strategy of the company. Nordstrom depended on its sales employee for customer care and selling the products. However, the compensation structure was not adequately aligned to reward those behaviours which forced employees to work off-hours without getting Compensated for it. The problems were very serious as is evident from the case; the company came under a barrage of national class action suits which made a huge dent into the brand of the company. They had to make a $15 million fund which wasn’t enough. More importantly, it broke the numero Uno position and aura that Nordstrom was enjoying vis-à-vis their competitors. 2. Are Nordstrom employees pressured inappropriately by the sales-per-hour system? By management? Yes, Nordstrom employees are pressured quite inappropriately by the SHP ( Sales Hour Performance) system. In this system, employees were assigned a given SHP and if they go above the SHP , then they would be eligible for commission otherwise they will just get the base price. Now, the employees worked “off hours” for doing everything from writing Thank You letters to sales meetings etc. but if they add the “off hours” then the SHP will go below the stipulated figure and they will not eligible for commission and without the overtime hours their salary reduced substantially. So, it was counter...
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...INTERNAL AUDIENCE * USE OF MEMOS A memo is usually brief written message from one person or department in an organization, company, etc., to another. In LG there is no such usage of memos in the department. The main focus is on the letters and emails to deliver a message within the organization or outside the organization. Email is more preferred in LG because its time efficient and cost efficient too. * USE OF LETTER HEAD In LG culture only one type of letter head is used for various purposes i.e. a simple letter head with LG logo on top of it is used. These letter heads are used for any type of information which organization has to send weather internally or externally. Other than this same format is used for making of any sort of certificates or the invitation that company sends to officials. Similarly the letters for the banks and other legal activities also have the similar type of letter head. Even in the case of appointments, warnings and appraisals to staff the same letter head is used. METHOD OF WRITING AGENDA AND TAKING MINUTES In LG while writing or discussing an agenda the first thing they do is that they inform the meeting participants that what is the basic purpose or goal is in conducting that particular meeting and what conclusion is being expected from that meeting and the discussion. Also the end Goal of meeting is pointed out and how this is going to be executed is discussed. Where as the minutes of the meeting would be conducted by writing...
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...Midterm Exam, Mark 6361, Spring, 2009 Name: __________________________________ UH ID: __________________________________ Please write your UH ID# on the scantron as well and blacken the matching circles. Multiple Choice: Each questions worth 2 points. Choose the one alternative that best completes the statement or answers the question. 1. In terms of its effect on the marketing process, undifferentiated marketing: a) increases administrative and production costs b) keeps down advertising and R&D costs pp. 123-4 c) increases the firm’s cost for product modification d) creates more total sales than differentiated marketing e) puts the company at risk of being supplanted by an entirely new technology 2. Nick Grahmann, our speaker from Champion Technologies (slides were posted) made the point that a) a preferred supplier has attained the best position to influence a customer b) repeat buyers are the only customers worth pursuing for a business-to-business company such as his c) the cost of becoming a “trusted advisor” is so great that a company selling to many customers can only afford this role for a small proportion of them. d) a “blue ocean” strategy allows a firm to avoid head-to-head competition e) a technical company such as his needs to spend all it can on R&D before considering spending on marketing 3. Marketers selling to organizations are likely to encounter inelastic demand, we said in...
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...UNIVERSITY OF MINNESOTA CARLSON SCHOOL OF MANAGEMENT Marketing Channels 4060 – Mr. Lipe Instructor: Mr. Jay Lipe (I’d prefer Mr. Lipe over Professor Lipe) E-mail: lipex011@umn.edu (preferred method of contact) Phone: (612) 625-3335 Office: CSOM 4-125 Office Hours: Tue 9:45pm-11:15am (20 minute slots; details on sign ups below) Thu 9:45pm-11:15am (20 minute slots; details on sign ups below) Please see notes on office hours below. Teaching Assistants (TA) Kelsi Doran, dora0075@umn.edu (Section 001) Kendell Poch, kendell.poch@gmail.com (Section 002) Course Objectives Most brands today make their offerings available through multiple distribution channels. And increasingly, the strength of a brand’s channel structure directly impacts the brand’s value and how it differentiates itself. Brands that 1) Select the right channel partners 2) Monitor their efforts and 3) Modify behaviors, will distinguish themselves competitively. Issues facing channel managers today include multichannel marketing, managing channel conflict, disintermediation, and push vs. pull marketing efforts in the channel. 1. Marketing Channels is an advanced elective that addresses many of the strategic areas of the marketing channel management. The learning outcomes for this class are: 1. Identify key industry practices in channel design. 2. Describe how organizations create value through the distribution of their offerings 3. Analyze complex inter...
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...Memo To: Alan Mulally From: Travis Harper Date: March 6, 2012 Re: SWOT and Value Chain Analysis The purpose of this memo is offer the Ford management team advice and recommendations based on an internal and external analysis of the Ford Motor Company. A SWOT analysis will be conducted and the memo will outline and explain the processes involved with the analysis. A SWOT analysis will provide the decision makers of the company with information about the positive and negative aspects of both the external and internal environments currently facing Ford. The internal analysis will provide better insight into the strength and weaknesses of the company, and the external analysis will recognize opportunity and threats presented by the external environment. In addition to the SWOT analysis, the memo will provide an analysis of the primary and support activities that make up Ford's Value Chain, which is a systematic way of examining how these activities create customer value. External Analysis The external analysis was conducted by scanning and evaluating Ford's external environment. It is important that both the general and specific sectors of the Ford's external environment are scanned in order to identify the opportunities, which are positive trends, and threats, which are negative trends, facing the company. When analyzing the general environment of Ford, the economic sector should be a major focus for the company. A major aspect of Ford's decline has been due to poor economic...
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...Marketing Communications Memo Aeishya Grant PSY/322 June 01, 2015 Morgan Cloward Marketing Communications Memo To: From: Date: Re: Integrated Marketing Communications The organization has experienced a significant development in the last decade. Hence, to boost its customer base, it needs to create an integrated marketing communications plan. With the consideration of the various segmentation methods, I have come up with a positioning strategy for the organization against its competitive brands. Each of the segments has different needs and, therefore, to be practical, the segments must be considered individually to judge their quality, value, and significance. The organization must strive to understand its customers by the use of demographic and psychographic information provided in this memo. Both the demographics and the psychographics are important in strengthening the relationship between the customer and the business. Marketing research is more than the normal customer surveys. It entails understanding the importance of psychographic and demographic information obtained from the primary research methods and the evaluation of the data for the application of its results in improving the existing marketing strategies (Lamb, Hair, & McDaniel, 2012). Marketing research must also be incorporated...
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