...MKT 421 Week 4 Blue Ocean Strategy Paper Blue Ocean Strategy - Introduction The blue ocean strategy in marketing is a unique approach to building a customer base. Rather than try to compete in a crowded marketplace with existing companies, a blue ocean strategy looks to build an entirely new market segment that has not other existing firms. With the rapid growth of technology and globalization, the importance of a blue ocean strategy has grown in recent years. The following essay will analyze the blue ocean strategy and offer suggestions on how it can be employed in the modern business environment. What is a Blue Ocean Strategy in Marketing? Companies must consider the four Ps of marketing when developing a new offering, which include product, placement, price, and promotion. In order to compete successfully, it is necessary to give consumers a certain value proposition. For example, a firm can offer a product at a lower price or at a higher quality than what is presently offered by other firms. But what if a firm could avoid having to deal with competition altogether? This is exactly what the blue ocean strategy attempts to do – create a new marketplace that is free of competitors. Marketers build an entirely new product or service that is currently unknown to consumers. It is necessary to thoroughly educate the public about the new product in order to gain interest and confidence. Once this has been completed, the new product will be positioned in point that provides...
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...Marketing Plan Phase I This paper will discuss the organization of Nike and will give a brief description of the new product that is being offered. The paper will also offer an explanation of the importance of marketing to our selected organizations success. Team C will also give a breakdown of the SWOTT analysis on our new product and provide the marketing approach we will use to help develop and nurture our new product. Nike Overview Nike is a well-known sports retailer that develops as well as designs sports apparel such as athletic shoes, clothing apparel, sporting equipment even athletic jewelry. Nike is the largest retailer of sports apparel across the globe. Nike is known as one of the gurus of marketing; Nike markets its products through commercials, magazines, billboards, and stores, even the Internet. Nike has a strategy for success which is to achieve long term success and to sustain continuous revenue, and they intend to continue this pattern by staying ahead of the competition and creating new and unheard of innovative product ideas. The new product that will be introduced under the Nike organization will be discussed in the duration of this paper. Soul to Sole The Nike Company is busy with the design of a new product, Soul to sole foot wear. For every pair sold, Nike will donate a pair to people in need and organizations that help people in need. This is Nike's way of giving back to the community. The new product will have worldwide marketing and be sold all...
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...1920’s. During the 1920’s people started changing drastically within the fashion industry. The roaring twenties was the beginning of what we know as fashion in these times. This research paper will be focusing on the Fashion and Apparel industry. Most fashion designers have a bachelor's degree in fashion design or fashion merchandising. In these programs they learn about “textiles and fabrics and how to use computer-aided design (CAD) technology” (Bureau of Labor Statistics). They are also able to work on designs that can be added to their portfolio. Fashion designers create original clothing, accessories, and footwear. They “sketch designs, select fabrics and patterns, and give instructions on how to make the products they designed” (Bureau of Labor Statistics). Every fashion designer have nine sets of duties that they must work by which are: “Study fashion trends and anticipate designs that will appeal to consumers; Decide on a theme for a collection; Use computer-aided design programs (CAD) to create designs; Visit manufacturer's or trade shows to get fabric samples; Select fabrics...
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...creatures they are sneak away listen to the music they thought fit to them best. There loving helpful careful parents thought they kids had become mentally deranged. When they wore “cool” outfits and listened to “cool” music. And now maybe you will be allowed to listen to the music you want to listen to ;) Just ask they are not that evil sly monsters you think they are (or at least most of them have a tiny bit of goodness far down into the abyss of their heart). They might even remember how it was like to be a kid back in the stone ages. Just a bird that have lost its wings (Broken down angel by Nazareth) Red strings of the cotton maze of life. She stretched after her shoes which lay deep bellow her bed. Her tendons were getting weak and tired so it was a real paint to get them. Just a few more inches now. She though. Her wrinkly arm grabbed her old shoes and pulled them out of the darkness. She had to get down to the weekly reading cult down the street in the old retirement center. She limped her way down the stairs saying: “pfftt I don’t need no nurse to...
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...Executive Summary Dimensions will carry a wide variety of top of the line quality women's shoes and accessories. Our styles and selections will range from the basics of comfortable flats and sandals to the trendy style of Laboutain shoes and High Heels. We plan to purchase through a variety of distributors located across the globe. Our specialty will be offering shoes that are unique in color and style to fit our customer base. Dimensions is organized as a Limited Liability Corporation in the name of Michelle Fox. Dimensions will occupy a 2500 SQ FT space at 3939 Capitol Ave in the Sun Valley Strip mall located near Shoetown, NY, The Concept Recognizing that the market for unique and quality limited edition shoes is becoming quite competitive. Dimensions will minimize the competition by targeting specific niches, generally focusing on other retail stores whose prices are too expensive, lack quality and variety. Dimensions has three keys to success. 1) Establishing high value relationship with its vendors and customers. 2) Ensure customer satisfaction with quality products and knowledgeable, friendly employees. 3) Organization. This boutique business plan is intended to provide the structure to make sure this last key to success is realized. The Market The market for high quality, affordable shoes has grown in the past few years. We expect Dimensions to grow at 2% annually for the first 2 years of business and 3% in years 3, 4 and 5. Dimensions...
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...Manchester CREATIVE JUICE\BANGKOK (TBWA), Bangkok OGILVY & MATHER JAPAN, Tokyo GOBASIL, Hamburg FORSMAN & BODENFORS, Gothenburg BBDO GERMANY, Düsseldorf AUSTRALIA ALMOST EXTINCT BBC WILDLIFE FUND UNITED KINGDOM TAMIYA CALENDAR CHEMICAL REACTION BASISBIBEL SIAM TAMIYA SHU’S PRODUCTION GERMAN BIBLE SOCIETY IKEA BBDO TAMIYA MODEL KITS SHOP CORPORATE TOOL BIBLE COVER DESIGN THAILAND JAPAN GERMANY HOMEMADE IS BEST THE INTERACTIVE COAL-GATE DEPARTMENT STORE ADVERTISING AGENCY SWEDEN GERMANY LOVE BLOSSOMS HERE THE UNBELIEVABLE IS FOUND AT EMILIANO I AM ONE THOUSAND GOING GOING GONE RED! MOTHER'S PRIDE / MARVEL GROUP PRESCHOOL OF COMPANIES HOTEL EMILIANO ENABLIS RICHARD HOUSE PUBLIC HEALTH BUREAU OF FENGXIAN, SHANGHAI BMW MONOPRIX PIE INTERNATIONAL OFFF INTERNATIONAL FESTIVAL MTV IKEA HOTEL EMILIANO BOOK NON-FOR-PROFIT ORGANIZATION GO RED! OUT OF THE BOX, New INDIA Delhi JWT BRAZIL, São Paulo BRAZIL COSSETTE, Montreal THE PARTNERS, London CANADA UNITED KINGDOM CHINA SPIT PUBLIC AWARENESS OF OGILVY SHANGHAI SPITTING BMW M3 COUPE MONOPRIX LIGHT WALL REFLECTION NOT YOUR EVERYDAY EVERYDAY GRAPHIC EXPLANATION SERVICEPLAN, Munich GERMANY HAVAS CITY, Paris FRANCE JAPAN GRAPHIC EXPLANATION TOKYU AGENCY, IN Tokyo ADVERTISEMENT(BOOK) INTERNATIONAL FESTIVAL MTV DEPARTMENT STORE THE MILL, New York LODUCCA, Sao Paulo...
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...When you ask an expectant mother or father what they hope they are having, the response is usually “I don’t care if it is a boy or girl as long as they are healthy”. What if they aren’t? Meet Braelyn. She was due in April but born in January. Her parents live here in Murray, but Braelyn was born in Nashville. Because she was premature, she had to stay in the NICU. Once her mother was discharged from the hospital a few days after her birth, what was she to do? Would she leave her daughter in Nashville and return home to Murray? That’s not a likely option. She couldn’t afford to pay for a hotel, especially when she was told that Braelyn could be in the hospital for weeks. At that point someone told her about the Ronald McDonald House. The Ronald McDonald House is a safe place to stay within walking distance from the hospital; it is like a hotel with a dorm set-up that has rates based on your income. The Ronald McDonald House if mostly funded by donations. One way to donate is through cause marketing by buying a Happy Meal. Cause marketing (also referred to as cause-related marketing) is a type of marketing that involves the cooperative efforts of a “for profit” business and a nonprofit organization for mutual benefit. According to adage.com, the field of cause marketing began in 1983, when American Express raised money for the restoration of the Statue of Liberty. Adage.com states that “During a 3 month period, American Express offered to contribute one cent for each...
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...Marketing Plan MKT/421 July 2, 2012 Marketing Plan When the “swoosh” logo is seen on billboards or displayed in magazine advertisements, we automatically think of one company name, Nike. We do not have to see the company name to realize the effect Nike marketing strategy has had to make its logo a familiar reflection of a recognized brand name on shoe racks and in households all around the world. Nike is widely known for their superior innovations in running shoes and has given athletes competitive advantages in their area of competition and in their fashionable appearance. With its sleek, game-changer designs, and head turning appeal, the new Nike Air Max+ 2012 is the highly anticipated running shoes soon to hit the pavement at a store near you, priced at $170. In Team A’s paper, we will discuss the history of Nike, the latest running shoes to hit the market for 2012, why marketing is important, the SWOTT analysis, and their market strategy. Nike, Inc. History Established in January 1964 by a college track athlete and his coach, Blue Ribbon Sports was formed and operated as a distributor of a Japanese shoemaker. As a startup company, Blue Ribbon Sports operated as a distributor and begun selling track shoe out of one of the founder’s automobile. Later in 1972, Blue Ribbon Sports changed the company name to Nike and in 1980, went public under the Nike name; this is according to Nike, Inc. May 2011 Security and Exchange Commission filing (Security and Exchange...
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...Americans own or have owned. Our group has a new marketing plan that we want to implement so that this company can get back to being one of the leading sneaker retailers in the world. Background It was in 1908 when in his late 30’s that Marquis Converse, who was a manager at a footwear manufacturing firm, opened the Converse Rubber Shoe Company in Malden, MA. Originally he began selling winterized rubber soled footwear for men, women and children. In 1915 after producing 4,000 pairs of shoes daily, Marquis began manufacturing athletic shoes for tennis. Two years later he designed and produced the world’s first performance basketball shoe called the Converse All Star. The new Converse All Star shoe helped revolutionize basketball. Synonymous with Converse sneakers is a logo on the shoes with the name Chuck Taylor. You may wonder why that appears on every sneaker and who is Chuck Taylor? Chuck Taylor was a basketball player for the Akron Firestones who sported the Converse All Star shoes while he introduced the game of basketball to Americans across the country. In 1921 he joined Converse to become the first player endorser. Two...
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...Americans own or have owned. Our group has a new marketing plan that we want to implement so that this company can get back to being one of the leading sneaker retailers in the world. Background It was in 1908 when in his late 30’s that Marquis Converse, who was a manager at a footwear manufacturing firm, opened the Converse Rubber Shoe Company in Malden, MA. Originally he began selling winterized rubber soled footwear for men, women and children. In 1915 after producing 4,000 pairs of shoes daily, Marquis began manufacturing athletic shoes for tennis. Two years later he designed and produced the world’s first performance basketball shoe called the Converse All Star. The new Converse All Star shoe helped revolutionize basketball. Synonymous with Converse sneakers is a logo on the shoes with the name Chuck Taylor. You may wonder why that appears on every sneaker and who is Chuck Taylor? Chuck Taylor was a basketball player for the Akron Firestones who sported the Converse All Star shoes while he introduced the game of basketball to Americans across the country. In 1921 he joined Converse to become the first player endorser. Two years...
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...TOURISM MANAGEMENT Historical Tourism: A study in Malacca, Malaysia’s Historical City Due Date: 12/12/2011 Executive summary Historical tourism is an important component of the Malaysian economy as well as a significant source of its foreign exchange revenues. Few years ago, historical tourism does not seem like an important asset toward the development of tourism industry but yet, we cannot deny that historical tourism is a contributing part to the industry and also toward the economy now. Historical sites can be used to attract tourist and to increase number of visitors. It is a potential asset to improve Malaysia’s tourism development. Strategies that can be implemented by Tourism Promotion Division of Malacca for future such as increase historic preservation awareness towards some key persons and also citizens. They can help to maintain and expand the state-wide inventory of historic properties and develop improved access and comprehension of historic property’s inventory information and also to encourage respectful utilization of historic and cultural resources as a mean to achieve compatibility with sustainable tourism and economic revitalization. In addition, governments determine to promote cooperation and understanding between participants in the historic preservation review process. It gives a view of past activities that carry out by our ancestors. It connects us with the country. Historical places of a country represent a nation’s identity where it...
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...Breathing Shoes and Complementarities: How Geox has rejuvenated the footwear industry Arnaldo Camuffo, Andrea Furlan, Pietro Romano, and Andrea Vinelli MIT-IPC-05-005 June 2005 Breathing Shoes and Complementarities: How Geox has Rejuvenated the Footwear Industry Arnaldo Camuffo, Andrea Furlan, Pietro Romano and Andrea Vinelli MIT IPC Working Paper IPC-05-005 June 2005 We apply the related notions of complementarities and performance landscapes to study strategic positioning in the footwear industry. We use this theoretical framework to analyze Geox, an Italian footwear manufacturer that, in less than a decade, has grown to be one of the world largest brown shoe manufacturers, outperforming the industry in terms of market and financial results. We describe Geox’s choices within four stages along its value chain: product design, marketing and communication, production and supply chain, distribution and retail. We show that, though grounded on product innovation (the Geox breathes® patented system which allows ventilation in waterproof rubber sole shoes), Geox’s competitive advantage has not grown out of operational excellence in single activities in the business, but, rather, derives from a unique and consistent configuration of complementary activities. Such configuration represents an innovative strategic position and corresponds to a high performance peak in the footwear industry performance landscape. The case study provides anecdotal evidence in support of complementarity-based...
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...The Montage in the Film Statement of Original Authorship I hereby certify that this research paper is my own work, based on my personal study and/or research and that I have acknowledged all material and sources used in its preparation. I also certify that the research paper has not previously been submitted for assessment and that I have not copied in part or whole or otherwise plagiarized the work of other students or authors. i Abstract With the start and development of the movies, the film technique is more and more developed and widely used. And the montage technique is one of it. It plays an important role in the development of the film industry. Montage originates from a French architectural term, which has been borrowed by the film-making field and refers to the choosing, cutting and combining of separate photographic material so as to make a connected film. Keywords: widely used, Montage technique, originate ii Table of Contents Student Statement of Original Authorship ………........………….. i Abstract ………………………………………………......................……….. ii Table of Contents ………………………………….........................……. iii Introduction………………………………………........................……..……1 Definition of montage...............................................................1 The application of montage …………………..................…………..…. 2 Method of using montage ……………………………..................……….3 Conclusion …………………………………………………...............………..……4 References …………………………………….............
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...Introduction The present paper discusses the actual needs for developing the kinky boots company, here the innovations and ideas of the 4th generation Steve Pateman’s Kinky Boots story based on the WJ Brooks of Earls Barton’s family business. The kinky boots company previously known as W J Brooks and Co is a shoemaking firm in the village of Earls Barton, near Northampton. This company has been making shoes for over 100 years. It was founded in the year 1889 with 80 people but in the meanwhile due to economic (cheap) foreign imports, and the strong pound value, sales have been collapsed and the company lost money. They used to pay the money but had no work for the employees (David Gritten, 2005). In the year 1998 the work force was almost halved and Steve felt heavy responsibility for the remaining 30 people and so he has taken his drastic steps towards his family business. The desperate and reluctant owner inspired by an outrageous drag queen to change his product to fetish footwear for transvestites. The present paper mainly discuss about the analysis made on which strategy will yield better profits for the kinky boots company. Literature review: Organizational issues: For a new emerging organization which is of exposed firm, fluid units retrain comparatively employees and few managers as well as non-central functions contracted exterior to the organization. Such a rising organizations will be definitely focus on improving their significant competencies as well as designing...
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...heard from several people that it is a very lively on Friday’s. I figured TGIF on a Friday should be interesting. As I turned off of the main road I can see the huge TGIF sign reassuring me that I was heading in the right direction. The exterior of the building is really nice. Perfectly manicured lawn, shrubs, trees, and patches of yellow and purple flowers surrounds the brownish taupe structure. There are also several red and white stripped awnings all around the building, except the one by the main entrance, which is black with a red and white TGIF sign. I found a parking space not too far from the entrance. Above the entrance doors is a stripe that says “In Here, It’s Always Friday". I pulled open the F-shaped handles on the door and walked in. As soon as I entered TGIF I was greeted by an elderly woman who offered me a menu and asked how many people would be seated. I accepted the menu and told her that I would prefer to sit in the bar area, so she told me to pick any seat I desired. I usually prefer to sit in booths, but for the purpose of this research, I decided it would be best if I was seated at the high top table in the corner, which gave me a view of the entrance, most of the bar area, some of the main dining area, and outside - that gave me the opportunity to see who was coming and going. I arrived around 3:45 p.m. It was quiet and not really crowded, which was what I was hoping for. I wanted to get there before the Happy Hour (HH) crowd so I could get settled...
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