...IMC Case Analysis | October 15 2012 | Air France Case Analysis | Submitted by Group 4: IMC Section B Amber Kumar Yadav | Anshul Kumar | Arnab Guha Mallik | Darshan Sullia | Ashutosh Vikram | 15/68 | 15/71 | 15/74 | 15/81 | 15/210 | 1) Should Media Contacts recommend a uniform strategy for Air France across search engine publishers? Or would it be more effective to tail each publisher strategy to maximize return on investment? From the case, the optimal search marketing campaign is based on choosing effective allocation of ad dollars across the various search engines, as well as selecting appropriate keywords and bid strategies for placement on the search result page for Internet users. In determining the optimal strategy, the case presents background information on the airline industry as well as the Internet search options available at the time, including Google, Microsoft MSN, Yahoo!, and Kayak. Additionally, background information is provided on SEM and its associated costs and means of measuring the successfulness of each marketing effort. The table Exhibit 6 included line item information for keywords and keyword groups for each campaign and search engine, implying that strategies between each search engine is at least slightly difference, although high level conceptually they all lie on similar principles. However in another case, the author suggests that buyers using search engines to look for information tend to trust and follow links displayed...
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...Mart 302 Essay The Future of Marketing Management Name: Ge Wenbo ID: 7241137 Tutor: Ming Wong Tutorial time: Friday 2 pm Introduction “The organizational environment has two components: general environment (comprising economic, technological, regulatory, and socio-cultural sectors) and market environment (comprising customer and competitor sectors) (Fahey and Narayanan 1986).Most organizations are susceptible to volatility in their market environment because changes in customer expectations or competitor actions can directly affect their performance (Boyd and Fulk 1996). Shifting market structures and competitive dynamics have compelled organizations to collect, analyze, and act on information from their market environment at an increasing pace (Eisenhardt 1989). It is evident that environmental change is an issue that has strong implications for organizations through its extensive debate in business literature. This essay will endeavor to identify and explain why Internet emerge that have taken place in the external environment is important to the air travel industry, and discuss the likely impact on air travel industry and how marketing might be applied to create a solution, and finally this essay will comments about the effect of Internet on the future of marketing. Discussion Fewer than ten years ago, commercial use of the Internet was considered improper. From 1969 to early 1990s, the Internet was restricted to military, academic, and a few corporate...
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...“Itinéraire d’un auditeur gaté” and working for RTL for more than 15 years & journalist for “Midi en France” on France 3. And Claude Joly producer of the Petitdemange show. Table of contents I. The firm RTL 4 II. RTL’s factors of success 13 A. Radio Listeners 13 B. Hosts 17 C. Communication strategy and new technologies 20 III. Recommendations RTL could follow to improve its business 24 A. Recommendations regarding radio listeners 24 B. Recommandations regarding the hosts 26 C. Recommendations regarding communication strategy and new technologies 28 Everybody knows the radio station RTL. It is the eldest generalist radio station, which remains the most listened station in France, despite of the blips of the media landscape but also despite the swirls in their own history. The firm RTL • RTL story from the 1930s to rtl.fr Radio Tele Luxembourg, a radio network from Luxembourg, was created in 1931. At the beginning, the radio transmitter was located at the Grand-Duché of Luxembourg, in the city of Junglinster. It was the only private French speaking radio that people could hear in Northern Europe, and more particularly in Belgium and France. It is useful to remember that during this period, radio stations could not install their transmitters in France because of the TSF state monopoly. And quickly, Radio Luxembourg gained a large audience in France. During the World War II, the radio station was obliged to let the III Reich to use their transmitter...
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...Research in Transportation Business & Management 10 (2014) 40–44 Contents lists available at ScienceDirect Research in Transportation Business & Management Transferring low-cost marketing practices from air to rail services: The Ouigo case Paul Chiambaretto a,b, Anne-Sophie Fernandez c a b c MRM-Groupe Sup de Co Montpellier Business School, 2300 Avenue des Moulins, 34080 Montpellier, France Ecole Polytechnique, PREG-CRG, Bat. Ensta, 828 Boulevard des Maréchaux, 91762 Palaiseau, France MRM-ERFI, University of Montpellier 1, Espace Richter, Rue Vendémiaire, Bât. B, CS 19519, 34960 Montpellier Cedex, France a r t i c l e i n f o Article history: Received 24 October 2013 Received in revised form 11 May 2014 Accepted 12 May 2014 Available online 29 May 2014 Keywords: Low-cost High-speed train Replication strategy Intra and intermodal competition a b s t r a c t More and more airlines have adopted a low-cost business model and many scholars have studied the characteristics of such marketing strategy. While other transport modes have decided to copy and adopt this strategy, we investigate how they replicate this business model. To do so, we in-depth study the operational and marketing characteristics of Ouigo, the new low-cost offer launched by the French rail operator SNCF in 2013. Based on interviews and secondary data (press articles, reports, etc.), we analyze how the rail operator has adapted the low-cost model used by airlines to the...
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...MARKETING CASE STUDY Table of Contents 1. Introduction and History 2. The Mission Statement of easyJet 3. Competitive Analysis (Porters five competitive forces) 4. Marketing Mix 5. SWOT Analysis 5.1 Internal Analysis – Strengths and Weaknesses 5.2 External Analysis – Opportunities and Threats 6. Situational Analysis 7. PEST Analysis (Marketing Plan) 8. Conclusion 8.1. Strategic Issues facing the airline Industry 8.2. easyJet’s future 9. Appendices 1. Introduction and History A successful example of a European no frills airline is easyJet. Stelios Haji-Ioannou (Greek) founded the company in 1995. It is based on the low-cost, no-frills model of the US carrier Southwest. The concept of easyJet is based on the belief that demands for short-haul air transport is price elastic. That means, if prices for flights are being reduced, more people will fly. Traditionally airline concepts are based on the assumption that airline traffic grows in line with the economy and that cutting prices will only lead to a decrease in revenues. With the introduction of the ‘no-nonsense’ concept to the European market, after its deregulation in 1992, easyJet has proven this theory wrong and goes from strength to strength by actually increasing the size of the market and more recently by taking away passengers from the majors (see www.easyjet.com for passenger...
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...The purpose of this paper is an attempt to examine some of the effects (good and bad) related to the American Auto Industry. It is obvious that the advancement of technology and many other related developments has embellished the activities of the automobile industry in America; nonetheless, there is still evidence of some downside simultaneously accompanying this development. It is worth mentioning that the blueprint of modern day’s automobiles emanated from Germany and France in the late 1800s, notwithstanding; the industry became dominated by America during the early 1900s, when Henry Ford invented the mass-production technology that became the standard in the American auto industry. This invention brought automobiles to the doorsteps of...
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...expected to share externally with every Southwest Customer” Objectives Strategy The strategy that Southwest Airlines should use in order to continue its success is also based on the “Short-Haul” strategy. The difference is that the strategy must be inter-converted. Southwest can try its best to duplicate its “Short-Haul” strategy globally. For instance, it can do exactly the same business with the same strategy once again. But this time, Southwest has to do it in every part of the world. For instance, Southwest can expand its business in France, Germany, Australia, Russia, China, Japan, Poland, Greece, etc. All Southwest has to do is doing “Short-Haul” business in all the countries. Once the “Short-Haul” strategy has spread to almost all the nations with economic prosperity, Southwest can start its “Long-Haul” strategy. Its global network will be linked like the solid structure of an atom, from Russia to Germany, Germany to France, France to Australia, Australia to China, and China to...
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...[5 marks] The level of automation varies significantly among the NDAS departments and offices. In addition, NDAS is in the process of downsizing to achieve a more cost-effective computer support system. For example, the Sales and Marketing Division has a desktop computer for each of the account representatives. All of these computers are connected to a small local area network (LAN) that serves only the Sales and Marketing Division. The Accounts Receivable Division recently downsized its minicomputer to a powerful desktop computer with a faster processor, motor memory and increased disk storage space. This new desktop supports databases for both customer billing and “bad dept” expenses. The Accounts Payable Division has an older minicomputer and is in the process of downsizing to a modern powerful desktop computer. It has its own vendor database that includes invoices received by NDAS from other carries stored on the older minicomputer. Fleet Maintenance prefers to process all its information manually; however, this area is being considered for automation. None of the departmental computers is integrated. The Dispatch department needs a high speed data communication network the most, because it is the very essence of Next Day Air Services business. Without an efficient parcel tracking network, there will be no NDAS! 2. What are the THREE (3) current characteristics or practices that identify NDAS as a possible candidate for its proposed integrated data...
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...développement et à l'apprentissage de l'enfant. Sa politique repose sur trois valeurs clés: créativité, imaginaire et appartenance. En outre, l'entreprise privilégie fortement la recherche comme en témoigne son étroite collaboration avec le « Massachussetts Institute of Technology ». LEGO a connu une forte ascension jusqu’à devenir l’un des premiers fabricants de jouets. Mais à partir de 2000 LEGO commence à afficher des pertes records (250 millions USD en 2003). La diversification du groupe hors de son métier de base, la brique, a fait perdre à LEGO ses consommateurs traditionnels. Sur le marché français, LEGO a également subi des pertes conséquentes passant d'un résultat net de 16 millions d'euros en 2002 à 6 millions d'euros en 2005. LEGO France fait face à une forte concurrence au sein du marché des jeux et jouets, d'une part la concurrence des autres industriels français du jouet, à savoir les filiales françaises des leaders mondiaux telles que Mattel, Hasbro, Bandaï et Ravensburger et, d'autre part, celle des pays émergents. Par ailleurs, LEGO doit faire face à la concurrence direct de la gamme Megablocks du groupe Mega dont les prix pratiqués s'avèrent être 15 à 20% moins chers. En terme de communication, l'entreprise Mega profite d'une présence importante dans les médias de masse...
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...Z-Wig needs to keep its position on the market and not o lose more percent on the aircraft market. This analysis will show a description of the product and service of what Z-Wing need to work to stay as market leader. The company will focus on the marketing of new planes and services to the airlines. What is the target customer and what opportunity on new areas that Z-Wing can expand. Will show how or competition is doing in the market, what products and service is offering. Is truly important is that is going to give us a view on how the market is doing in areas like demographics, market size, statistical income and how is growing, this information will help Z-Wing to see what threats and opportunities can confront. Its will evaluate the financial status and forecast the sales and expenses that Z-Wing expects with this new products and services. This will describe how Z-Wing expects to distribute, promote, pricing the products and service. Additional to this Z-Wing is going to implement a CRM (Customer Relationship Management) system that ill help improve customer service and will provide data information to help move forward with the market strategies. This will be help on the customer needs, customer support system and marketing efforts. Situation Analysis Z-Wing makes annual revenues of $60 billion, and produces commercial and military aircraft. Some of the models that produce are 878, 888 and 878. Z-Wing has 50 % of the market and its biggest competition that...
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...Nike Stratégie de communication Sommaire Introduction I- Nike : Trente années de règne A- Histoire de NIKE et de sa virgule B- L’image de marque C- La gamme de produits NIKE II- Nike : Une communication redoutable A- La cible de NIKE et son évolution B- La Stratégie de NIKE C- Les différents médias utilisés par NIKE D- Les nouveaux moyens de communication de NIKE Conclusion Introduction Dans le cadre de notre projet en communication commerciale, nous devions réaliser une étude de la stratégie de communication d’une marque ou d’un produit. Nous avons choisi la marque Nike car elle connaît une renommée planétaire incontestable. Elle développe des gammes de vêtements, chaussures et accessoires de sport sans avoir connu l’échec. De plus, les différentes publicités que Nike met en place pour faire connaître sa marque nous paraissaient très intéressantes. Nous allons découvrir comment NIKE met en valeur ses publicités pour améliorer ses ventes et son image de marque et nous allons également analyser la politique commerciale de la multinationale. I- Nike : Trente années de règne A- L’histoire de Nike et de sa virgule. Le mot Nike fait référence à la victoire. Il date du temps des Grecs et était en rapport avec la déesse de la guerre. Il doit y avoir aussi...
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...scheduled flights service at a very low fare. It would focus on short-distance flights of typically 600 km or one hour with high traffic efficiency. Many strategic approaches of budget airline business model’s operations differ from the more traditional of full service airlines model. 6 main factors can be identified, which are illustrated in the table below: Budget airline | Full service airlines | | | Lower overall service levels | Higher overall service levels | | | | | Rapid turnaround times | Slower turnaround times | | | Similar fleet | Diversified fleet | | | | | Higher density of seat | Lower density of seat | | | Secondary / smaller airports | Major airports | | | More internet and direct booking and...
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...Title of essay: Exploring Marketing with Delta Airlines as a Case Study Tedlow, Richard S. believes that the history of consumer product marketing in the United States can be divided into three phrases.1 The history of marketing will aid us in understanding the business world today and is thus useful in this essay to explore this in brief before embarking on studying Delta Airlines as a case study to approach the topic of marketing, in the context of the U.S Airline Industry. Phrase 1 is that of fragmentation and this is purely due to logistics reasons, rather than the result of any marketing strategy. This results in transportation of bulky goods from one region to another being relatively expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the 1880s and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The second phrase of unification is the rise of mass marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is possible due to firstly, the development of the railroad and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication network that lowered the cost of mass marketing products by significant percentages. There is a rise...
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...Title of essay: Exploring Marketing with Delta Airlines as a Case Study Tedlow, Richard S. believes that the history of consumer product marketing in the United States can be divided into three phrases.1 The history of marketing will aid us in understanding the business world today and is thus useful in this essay to explore this in brief before embarking on studying Delta Airlines as a case study to approach the topic of marketing, in the context of the U.S Airline Industry. Phrase 1 is that of fragmentation and this is purely due to logistics reasons, rather than the result of any marketing strategy. This results in transportation of bulky goods from one region to another being relatively expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the 1880s and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The second phrase of unification is the rise of mass marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is possible due to firstly, the development of the railroad and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication network that lowered the cost of mass marketing products by significant percentages. There is a rise...
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...The success of Innocent’s marketing techniques Introduction This assignment is about the Innocent company, its brand portfolio and the potential entry into the Spanish market. In the first part I give information about the company itself including its history, its current operations, markets and distribution channels. In the third section I conduct a macro environmental analysis and a more market-specific analysis by the 12C - framework as well as the Porters Five Forces – model. The fourth section comprises an assessment of the principal challenges that the Spanish market represents to the company in selling its products. The last part involves a personal evaluation of relevant entry modes for the company into the Spanish market. The Innocent company History and Facts The 'Innocent' company is originally a manufacturer and distributor of smoothies. It was founded in 1999 by Richard Reed, Adam Balon and Jon Wright (Datamonitor, 2009). Their business of selling fruit drinks without adding sugar or concentrates growth rapidly. Starting with a turnover of £0.2 millions in 1999 they could record revenue of £114 millions in 2007 with a 71 % value share of the UK smoothie market. This success is lead back to the constant expansion of new product lines and markets. Innocent developed the new brand 'This water' and launched it in 2007. To extend its product range the company initiate 'Orange juice' and 'Vegetable pots' in 2008. Starting from offering their products within...
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