...What is marketing? Definition of marketing Many define marketing as the process of buying and selling in a market. Marketing is defined in many ways; marketing is the management process responsible for identifying, anticipating and satisfying consumers’ requirements. The essence of marketing is that a business will make what it can sell rather than sell what it can make. Marketing requires an assessment of human needs and the orientation of all the firm’s resources towards the satisfaction of those needs. Marketing is a social and management process by which individuals and groups obtain what they want through creating, offering and exchanging products of value with others. Marketing is concerned with meeting business objectives by providing customer satisfaction. Marketing is a method used by companies to communicate with the consumer and make them knowledgeable about the various features of their products or services. It is an essential part of attracting the target buyers to a product to a particular product and companies use various innovative or different techniques to stay ahead of their competitors and make their place in the market. Another marketing definition is the commercial functions involved in transferring goods from producer to consumer. We can also define marketing as the activities of a company associated with buying and selling a product or a service. Businesses undertake marketing activities because they gain several benefits. They use marketing in...
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...Unit 3 Introduction to Marketing – P1 - describe how marketing techniques are used to Market products in two organisations [IE] In this unit, I will be exploring the aspect of marketing in the business world. I will explore the techniques used by two contrasting businesses to be able to identify the differences between their techniques with a high degree of clarity. The 4 P’s: Product- A product is seen as an item that satisfies what a consumer demands. It is a tangible good or an intangible service. Tangible products are those that have an independent physical existence. Typical examples of mass-produced, tangible objects would be the common razor blade and a motor. Price- the price of a product is essential if any development in the market is to be made. This is because a decent price is the only thing at the end of the day that attracts a customer. Price comparisons to competitors must be considered as obviously, if the product is the same but the price is higher, not many if any customers will choose to buy the available product. A variation within the prices within a calendar year is good to do as during times such as Christmas, sales tend to rise as people are desperate to buy gifts even as late as a day before. This causes sales to rocket. If discounts are made, it is possible that a huge amount of sales in just one day. Place- the area in which a business’s deploys its service is hugely important. This is because if its area is filled with competitors trying...
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...Vision of Microsoft: “A personal computer in every home running Microsoft software.” Mission of Microsoft: “At Microsoft, our vision and values are to help people and businesses throughout the world realize their true potential.” Values at Microsoft: As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality. Introduction About Microsoft Microsoft Corporation is a software company based in Redmond, Washington. Microsoft's flagship product, the Windows operating system, is the single most popular operating system for home desktop use. Its other desktop products, namely Microsoft Office, Internet Explorer, and Windows Media Player, are either bundled directly with the Windows operating system, or are often sold together with Windows as preinstalled software on new computer systems. The company also manufactures and sells computer hardware such as keyboards and mice, owns several content-distribution channels such as MSNBC, the MSN Internet portal, and the Microsoft Encarta electronic encyclopedia. The Microsoft Windows operating system was introduced...
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...the Marketing Strategies that Samsung uses are: Growth and Innovation: the first combination of strategies that this company has used is growth and innovation. Samsung’s cell phones, have been a growth engine for the company that allow the company to innovate in the market with unique products, such as the PDA phone, the first cell phone with an MP3 Player, and the first Blue-ray disc player. All these products have positioned Samsungs as one of the most innovative technology brand. Financial Strategy: During the Asian financial crisis of the late 1990’s when other Korean chaebols collapsed beneath a mountain of debt. Samsung, cut costs and reemphasized product quality and manufacturing flexibility, which allowed consumers electronics to go from a project phase to store shelves within six months. This was a financial strategy that Samsung’s company used in order to perform well during the crisis. Innovation: during the same crisis, the company invested heavily in innovation and focused intently on its memory chip business, which rapidly made the company the largest chipmaker in the world. Innovating with new products I the market. Innovation and Diversification: Samsung continued investing in R&D and increasing digital convergence that allowed Samsung to introduce wide range of electronic products under its strong brand umbrella. Building a making the brand stronger in product innovation and diversification. Strategic Partnerships/ Diversification:...
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...CASE 5: Google’s Strategy in 2009 1. BACKGROUND INFORMATION |Timeframe |Country(s) Involved |Key Individuals & Titles |Company Type & Size | | | | |Google is one of the leading internet technology and | |1994-2009 |USA, Worldwide |Larry Page and Sergey Brin – founders|advertising companies in the world. The company generates 97% | | | |David Filo – Yahoo Co-founder |of its revenues in both 2008 and 2009 from its search-based | | | |Erick Schmidt - CEO |advertisers. Besides, it maintains a large index of web sites | | | | |and other online content, which are freely available through | | | | |its search engine. | 2. BRIEF SUMMARY OF CASE SITUATION |Business or Industry Description |Particular Company Situation | |The industry includes enterprises that operate search engines, internet portals and| ...
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...| | |CORPORATE LEVEL STRATEGY | |APPLE COMPUTER, INC | | | |PREPARED BY: | |TETY JUANITA MOHD KAMAL | |WONG WAI SIONG | |LAI CHOON HOONG | |WAN HAZIRA WAN MUHAMMAD | |WAN HAMIZA WAN MUHAMMAD | |7/31/2010 ...
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...Objective and Strategy Introduction Investment Objectives Investment Strategies Section 2. Company Profiles Novellus Systems, Inc. Dollar Tree, Inc. Steven Madden, Ltd. Exxon Mobil Johnson Controls, Inc. Canadian National Railway Company Microsoft Corporation Baidu, Inc. Telecomunicacoes de Sao Paulo SA, Inc. Kellogg Company Spreadtrum Technologies, Inc. Section 3. Security Transactions Section 4. Portfolio Breakdown Industry Diversification Portfolio Beta Section 5. Investment Results Portfolio Performance vs. Benchmark Indices Section 6. Summary Section 1. Objective and Strategy Introduction The JMYJ Equity Fund (the “Fund” or the “portfolio”) is an equity fund with an initial capitalization of $100,000. The Fund is managed by a group of four xxxxxx Graduate School of Business students. The Fund made its first investments on September 12, 2010. This report covers the period from September 12, 2010 until November 8, 2010. Throughout this report we refer to this period as the “investment period”. Investment Objective The Fund is allocated so that it may accomplish three objectives: growth of capital and the conservation both principal and current income. Investment Strategies The Fund...
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...LouAnn Hollihan American Intercontinental University Unit 1 Individual Project MKT255 – Fundamentals of Marketing 2/13/2010 Abstract Any organization or company always works in an environment and the decisions of the company are influenced by both internal and external factors. According to many researchers, external factors influence an organization more than the internal factors. In fact, internal factors are always shaped by the external factors, on which an organization has less or no control. The external factors that can influence an organization can be economic, technological, social, political or legal. For any marketing manager, these external factors are very important and needs critical analyses so that companies can have a loyal customer base. Marketing Environment Introduction The objective of this assignment is to find and analyze the importance of external marketing factors that have affect on marketing managers and their decisions. These factors have direct relation with marketing and critical analysis of these factors is the key to success in marketing. Following are the three different external factors identified; Market Force 1: Social and Market factors A company cannot operate without a market. The organizations today perform marketing research so that they can understand the social aspects. These social aspects are divided into difference categories and are used for product development and finally for offering it. This way products and...
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...Question 1 (a) What strategies and actions taken by Yahoo have upset its relationship with Alibaba? (b) What are the possible underlying reasons for Yahoo to pursue such strategies and actions? (c) Why does Alibaba regard these strategies and actions as “perplexing” or offensive? 1(a) Strategies and Actions taken by Yahoo that upset its relationship with Alibaba | 1(b)Possible underlying reasons for pursuing such strategies and actions | 1(c)The reason why they are “perplexing” or offensive to Alibaba | 1. Reluctance of Carol Bartz (a new chief executive for Yahoo with the mission to address Yahoo’s sharp drop in share price) to reach out to Alibaba’s founder Jack Ma or Alibaba.com’s chief executive David Wei. Bartz reprimanded Ma when he made a trip to the United States to meet with her. She dressed him down when he met her. | * Bartz was totally unsatisfied with Alibaba’s failure to run Yahoo China more successfully than Yahoo had. | * Bartz dressed Ma down in front of his management team by criticizing Alibaba’s way of managing the Yahoo portal. * Bartz was impolite and indifferent even though Ma specially made a trip to meet her. | 2. Yahoo set up a new Research Center in Beijing where Yahoo China was based | * Yahoo needs a new Research Center to develop products for Yahoo globally. * Bartz may want the new center to act as a surveillance to supervise Yahoo China secretly. * The new research center can maintain a close relationship...
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...Chandawaskar Marketing Assignment- Case Study-“Microsoft Unveils Surface” Q1) With a launch of surface, what difficulties Microsoft will be facing in challenging Apples dominance of Ipad being market leader? Ans: The following are the difficulties Microsoft will be facing in challenging Apples dominance of Ipad being market leader: 1) The first difficulty is that they are moving totally from their core business to tablet market. So it might harm their core business. 2) The second difficulty is that the position Microsoft as a company that can provide a quality Hardware product as it has till date positioned itself as a software provider. 3) Microsoft will compete with Hewlett-Packard (HPQ), Dell (DELL), and others who sell its Windows operating system on their computers. Surface devices will compete with products made by Microsoft’s OEM (original equipment manufacturers) partners, which may affect their commitment to Microsoft’s platform. So difficulties with partner’s may hamper relationships with partners following Surface launch. 4) Price: consumer-targeted Windows RT Surface tablet needs to be affordable, and cheaper than an iPad; or, better for the same price, if that can be accomplished. The Windows 8 Surface tablet has two challenges: Competition with the iPad, and with Ultrabooks. Many Windows ultrabooks cost as little as US$799. Can the Surface compete at a reasonable price? So price is not yet declared by Microsoft for its two version tablets and it’s a...
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...this terrible humanitarian disaster. Microsoft is going to fulfill its corporate social responsibility, it organizes a group of professional technicians to provide technology software and hardware with which a refugees' registration system could be created and through collaboration with NGOs, with UNHCR and organizations that were taking care of the many displaced victims. Microsoft employees initiated a project that would become wide cross-sector collaboration. Loyal to its field of competence, Microsoft donated cash, software, technology assistance, and volunteers' working hours. As things stabilized, Microsoft began to partner with other companies assisted UNHCR in the overall project management pro-bono and provided pro bono time from employees to help roll out the technology in various refugee camps. In the same period, the counter-examples of CSR also alert public to pay attention to the fact that time and space were shrinking rapidly for international business and citizens: globalization had started to leave its marks, financial and business had globalized as well as risks. At the same time, the progressive development of partnerships, ISO and Social Accountability norms and the Triple Bottom Line concept had started to influence a generation of business leaders. It became increasingly clear that good citizenship would need to be closely connected to the corporate mission and not be an "add-on." At the very same time, Microsoft went through a revision of its own corporate...
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...Innovation Strategy A corporation’s innovation strategy is an important factor for viability and success of that organization. “In a discontinuous world, strategy innovation is the key to wealth creation” (Mintzberg, Lampel, Quinn, & Ghoshal, 2003, p. 471). It is a way for new entrants to succeed in the face of adversity and a way for incumbents to reinvent their products for success. This paper evaluates Microsoft Corporation’s innovation strategy as it related to its product and also evaluates the strategy as a measure of the company’s success. Company background and SEC filings Founded in 1975, incorporated in 1981 and with an initial public offering in 1986, the Microsoft Corporation mainly focuses on developing software products and services for their customers. There are five divisions of Microsoft: Windows and Windows Live Division, which creates operating systems for PCs; Server and Tools that develops server infrastructure and software; Online Services Division that focuses on easing consumer concerns and simplifying searches with Bing; Microsoft Business Division, which sustains the Microsoft Office Suite; and the Entertainment and Devices Division with products such as the Xbox360 and Kinect. Microsoft operates in more than 100 countries around the world, with sales growth attributed to creative design of new products and services. Their main competitors are Apple, Google, Yahoo, Adobe, Nintendo, IBM, and HP. With that level of competition, Microsoft is thoroughly...
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... Nokia’s rivals are not just in North America, but all around the world. Asian competitors threaten Nokia by taking control on the mass population with low costs. Researcher have said, Nokia has been experiencing “lower-margin, feature phone business in emerging markets from cheaper Chinese handset makers” (Financial Times, 2011).“The once-dominant phone maker was described as needing to jump from a “burning platform” earlier this year by Stephen Elop, chief executive”(Charles, 2012).These factors have been critical in driving Nokia to re-elaborate and re-think its corporate strategy, core capabilities and vision. Recognizing that their strategy needs to be reformulated and successfully implement a good strategy is what’s going to make Nokia increase their market share. On February 2011 Nokia and Microsoft made a strategic partnership to make Windows phone as their smartphone platform (Nokia Microsoft, 2011). Furthermore, the recession has taken a toll on Nokia, because its creating difficulties in shortening the period of mobile replacement by consumers. Due to this economic downturn, customers stay longer with their phones and therefore, are not engaging in the shorter period of continuing mobile replacement. Nokia needs to develop the ability of...
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...Diversification Strategies Strayer University Dr. Akpan Bus 508: Contemporary Business November 4, 2013 Diversification Strategies Companies that sell a product must have a strategy for product growth. Implementing growth strategies will improve a company’s business during challenges of consumers changing demands. Consumers behavior can and will dictate a company’s diversification strategies as well as overall success. Well planned diversification strategies are very essential for a successful company in today’s rapidly growing society. Diversification strategies help companies maintain a steady income during economic recessions. Successful companies find ways to expand using resources they already posses. They evaluate the interest of their target markets then determine what is missing within that specific marketplace. Diversification strategies can be used in 3 different aspects. Company’s can diversify in industry, by brand or going national. However, companies can do other things such as launch new products, emphasize on value, add larger variety to existing options and last but not least expand! Successful McDonald’s McDonald’s is the biggest international restaurant today. The company has managed to endure the many challenges changing demands have brought them. As of April 20, 2012 Dell reported a “big quarter with sales rising across all geographic regions due to their adaptation and innovation of adding...
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...marketable. * Increasing bonds and developing partnerships with other companies. Threats * The switching in technology is very fast. * In laptop segment Apple is facing strong competition from Dell, HP, Sony and Toshiba. * In phone segment Apple is facing huge competition from Nokia. * Media Piracy (Downloading free music from other online source without paying cost is common it may impact the iTunes sales.) * The long lasting recession may impact the sales of the company due to higher prices of the products and services * Companies not seeing Apple as compatible with their software. * Apple software, Cell phone and hardware are expensive as compared to other competitors such as Dell. * Microsoft launched Microsoft Vista, Windows 7 which is gaining market share. PESTEL Political influences As it was reported in 2007 52% of sales were outside the U.S. which means any changes in relationships with U.S., wars or terrorism might influence the performance of Apple gradually, moreover these factors can’t be controlled by Apple. Apple produces a lot of its products and parts outside the U.S. like China, Korea, Ireland, Czech Republic etc., any changes in regulations or political conflicts influence Apple’s outcome significantly. Taxation, consumer...
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