...KFC Corporation and contrary to its previous achievements; it seems that there is a need for the management to redefine its image. There are issues that an organisation face and one of the organisations which faces major issue is the Kentucky Fried Chicken. Firstly, KFC provide greasy unhealthy food. The growing and bustling population of today is obviously different from the population of the previous decades in terms of health and nutritional attitudes and behaviours. People today are more concerned with their health and figures than ever before. Obviously, the reason for this increased awareness is because of the fact that information is everywhere and every reports and research about nutrition seem to link fast foods with the growing number of obesity. Being one of the most popular fast food restaurants and with millions of people patronising the products and foods offered by the company, it is important the company adheres to ethical standards specifically in terms of providing healthy foods. However, it has been observed that KFC is using oil which contains Tran's fatty acids and contain in monosodium glutamate, which is MSG. This is noted to increase cholesterol and even increased the risk of having...
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... 9 Reference 1. Introduction 2.1 History Haagen-Dazs was founded in 1961 by Reuben Mattus and his wife, who helped his mum to sell ice-cream from a horse-drawn wagon in the crowded street in New York when he was young. At the very beginning, Haagen-Dazs only had three flavors ---- coffee, vanilla and chocolate, and can only be bought in gourmet shops in New York City. Because of the fantastic creamy and rich taste, Haagen-Dazs became more and more popular in the east coast of the United States. In 1976, after Mattus’ daughter opened the first Haagen-Dazs shop, Haagen-Dazs shops had expanded rapidly across the country. The Pillsbury Company bought Haagen-Dazs brand from Mr. Mattus in 1983, and then the Grand Metropolitan bought Plillsbury Company in 1989 implied Haagen-Dazs was controlled by a European company and began to expand its European market. Nowadays, Haagen-Dazs ice-cream is sold in 50 countries and the logo of Haagen-Dazs even become a symbol of super-premium ice-cream. Through over half-century development, Haagen-Dazs creates various frozen dessert to customers besides ice-cream, and build the Haagen-Dazs brand successfully. 2.2 SWOT analysis strength | weakness | * Long history...
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...of Chinese market 2.1.1 The total market .China is one of the largest consumer markets in the world. At the end of 2013, China has a GDP of $9.24 trillion , increase7.7% over the end of 2012. During the first decade of the new millennium, China’s textile and clothing industry has been undergoing dramatic changes, and so has the market. With a population of 1.3 billion and rapid economic growth, China is now the biggest producer and exporter of textiles and clothing, also, it is a potential buyer and importer, backed by a fast-growing market. With the reform and opening-up, and the relaxing police of entry regulations into China’s domestic market, Chinese consumers today are provided with diversity choices and are exposed to fashionable value-added imports. 2.1.2 Key players in China’s clothing market . Overall1, the high-end domestic clothing market in China is dominated by brands from European and American, such as Giorgio Armani, CK, Chanel, and Dior. The middle and low end of the market are be controlled by a mixture of foreign and domestic brands, most of which are manufactured in China. Such as Nike, Adidas, Tommy Hilfiger, Zara and H&M. China’s clothing industry has a great competitive advantage in terms of labor cost, lead-time, the variety of products, and political stability from a Chinese perspective. Many multinational retailers, international fashion brands, and overseas trading firms also find that it is profitable to manufacture...
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...society which its culture is in conflict or being shaped. “The media have the power to engage and entertain, to create and destroy, to open spaces and to close them” (Grossberg et al, 2006:28). During the period of 1920s to 1930s, while the United States was focusing on forming its own American culture, there was a series of sharp culture conflicts between new and old, fashionable and traditional, western and eastern in old China. The Young Companion and TIME, two famous magazines, both had a significant impact on their target society. To discuss the impact on media and how it shapes a society, this essay is going to analyse the cover of both magazines. It is necessary to give a short introduction of TIME and The Young Companion before study. The Young Companion was a large comprehensive picture magazine in the period of Republic of China. It was established by Liande Wu in Shanghai, 1926. The propose of the publication was “popularize the education, develop the culture” (Liande Wu，1928), aiming to be the mentor of readers. TIME was established by Henry .R. Luce and Briton Haddon in March, 1923. Nowadays, it is published by Warner in New York, voicing opinions about the international issues and reporting the international event. In addition, the aim is to help the people who are busy understanding the big affairs in the world in general (Wang, 2009). According to Grossberg et al (2006:168), the text itself offers certain organizations and structures of meaning that can...
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...clothing also shapes and defines us in the cultural, social and psychological aspect. It has been a part of culture and identity since the earliest of times. We live in a world where fashion and clothing play a significant role in shaping and determining the identity and social image of people. This physical appearance often determines other people’s impressions of us and becomes a measurement of our self-worth. Nowadays with an increased self-consciousness, establishing the social identity of a person, fashion and appearance have played a crucial role. Wilson (1992: 13) has said, ‘clothing in fact, has the unique characteristic of being able to express ideas about sex and the body while simultaneously it actually adorns the body.’ While sexuality for both men and women has largely been shaped by the central ideas of fashion and appearance, there is evidence indicating women have been impacted more by the influences of fashion than men have. Therefore it is possible to say women, who are strongly influenced by fashion, may be more susceptible to social identities as Craik (1994: 176) said, ‘women are fashionable but men are not.’ Although Finkelstein (1996: 56) has argued that, ‘fashion has been seen as a device for confining women to an inferior social order,’ showing that these identities have not and are not always positive and empowering. In the concept of the ‘male gaze,’ the relationship between sex and sexuality in women’s fashion is entirely geared towards pleasing and...
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...With the constantly increasing pace of everyday life the search for an energy source, capable of boosting the human body to new limits by extending its endurance, continues. In the recent years energy drinks have become extremely popular all around the world. The energy drink is a highly caffeinated stimulant that is able to raise the performance of the human body. Many people consider it as a refreshment after a hard day’s work. What’s more, one of the most frequently used cases of energy drinks is in combination with alcohol during parties. Due to lack of research and production regulations of energy drinks in combination with high consumption pose a serious health risk for everyone who is consuming them. Since the last few years the reported...
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...MARKET SEGMENTATION THE ACCESSORIES MARKET FOR MEN MKW 2402 CONSUMER BEHAVIOUR Chrismal Perera 24855871 Thisura Goonawardena 25633872 Pratul Venglet 24943436 Keshav Ramkhelawon 23549785 Srijan Menon 25058568 EXECUTIVE SUMMARY This report critically analyses the internal influences on consumer’s behavior and their buying decisions. The influences described are Personality and Self Image, Motivation and Involvement. These Influences are understood to create a Marketing Strategy for the launching of the New Classic Watch we have chosen. A few potential target markets were analysed, such as Fashion Watch Buyers, Sports Watch Buyers and finally the buyers of Classic Watches. We chose to target Classic Watches as we better understood the internal influences affecting this group and could come up with a strong strategy to successfully target this market and earn a potential return. The need for Self Esteem is a major influence for buyers of Classic Watches. Their professions or social groups demand sophistication and splendor, the individual within these groups have high self esteem and feed their image with products such as classic collectible watches. The level of involvement may be very high because of the huge price tag that accompanies the product. We have recommended to premium price the product to reflect its superior craftsmanship and the expensive material used, it also reflects the majesty and the elegance of the superior classic watch. The watch...
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...user's wrists or clothing, collects and measures data including the quality and pattern of sleep, the intensity of exercises, and other personal metrics. The fitbit range has proven its significance through the growing demand for a healthier lifestyle and a product that can accurately measure that process. This report will analysis the macro-environment and the micro-environment of Fitbit Inc. and its products. Macro-Environment Political/Legal - Recently facing accusations of ‘inaccurate heartbeat monitoring’ and facing a class action lawsuit in the USA. - In a world that is dominated by cyber activity, users have been gradually aware of their sensitive personal data being uploaded online. In the case of fitbit, the company was criticised for automatically uploading personal information including their sexual activity. Economical - Due to the release of the new smartwatch Blaze, the share price of fitbit has fallen 20% due to inconfidence within the investors. They sense the strength of the competition with android and apple smartwatches with their third-party apps giving them a bigger selling point than fitbit. -Fitness industry in Australia has been gradually growing to a 8.5 billion dollar industry with a more health sensitive demographic. Socio-cultural - Users now are primarily new to exercise, typically middle-aged and trying to get back into shape. Generally has...
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...Alexander McQueen Of BLACK Kuankuan Wang Po-Yu Tso Jia Qian Alexander McQueen of BLACK 1. INTRODUCTION................................................................................................................................................................................4 2. THE BUSINESS (Parent Business) 2.1 Business Description Mission.................................................................................................................6 2.2 Mission/ Vision/ Volues..............................................................................................................................7 2.3 Brief History of the Business...................................................................................................................9 2.4 Business Structrue Company Resources..........................................................................................10 2.5 Current Strotegies.....................................................................................................................................13 2.6 Current 4PS................................................................................................................................................13 2.7 Competitive Advantages.........................................................................................................................16 3.BRABD EXTENTION: THE MARKETING PLAN 3.1 MARKETING OBJECTIVES 3.1.1 Marketing Goals........................................
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...contemporary social life, from the cultural to the criminal, the financial to the spiritual. Globalization is a situation explaining a process by which regional economies, societies, and cultures have become integrated through a global network of communication, transportation, and trade (Wikipedia). Meanwhile, Palmer (2002) defines globalization as "the elimination of state-enforced restrictions on exchanges across borders and the increasingly integrated and complex global system of production and exchange that has emerged as a result”. Professor Madya Dr. Zaid Ahmad stated that, globalization is a recently emerging fashionable expression that carries several connotations. There are those who have used it to express what they argue as new phenomenon enveloping societies the world over. Generally, globalization involves three distinct processes such as the distantless, borderlessness and interconnectedness of nation-states Society always arguing about a process which is naturally unstoppable. Either unprepared for it or against it, they will simply engulfed by phenomenon. They also tend to succumb the argument of the former even they are on the side of global social phenomenon. Even though a society group which is majority tend to succumb, but still got another group called minority are more positively about the role that affected societies could play in either getting themselves ready for the phenomenon or diminish potential super dynamic...
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...The Australian UGG Company Major Assignment The business report of the Australian major footwear retailer-UGG Name: Youyou Lu（21968780） Tutor: Manessoonthorn Chadinee Tutorial time: Friday, 11:30 am-2:30 pm Course name: MCD2050 Marketing 1 Due Date: 14/12/2009 Table of content 1.0. Executive summary 4 2.0. Introduction 5 2.1. Background of UGG Company 5 2.2. Assumptions and limitations 5 3.0. Overview of the market 5 4.0. The marketing environment 5 4.1. The Microenvironment 5 4.1.1. Key competitors 6 4.1.2. Other environment 6 4.2. The Macroenvironment 6 4.2.1. Demographic environment 6 4.2.2. Economic environment 7 4.2.3. Political environment 7 4.2.4. Cultural environment 7 5.0. Product 7 5.1. The three level of the product 7 5.1.1. Core Product 8 5.1.2. Actual Product 8 5.1.3. Augmented Product 8 5.2. Brand, packaging and labeling 9 6.0. Target segments 9 6.1. Demographic segment—Gender, Age and life-cycle stage segment 9 6.1.1. Evaluation the needs and wants of the segment (key users benefit) 9 6.1.2. The market positioning of the segment 10 6.1.3. The trend of the segment 11 6.2. Geographic segment 11 7.0. The product categories 11 7.1. Evaluation of the categories 11 7.2. The trend and development of the categories 11 8.0. Conclusion 12 9.0. Recommendations 12 10.0.Reference list 13 ...
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...Trends & Concept Elston Peterson Teacher: Mr . Ruud Rosendal Class: 1-IMEMA Student: Elston Peterson (492843) Table Of Contents HISTORY................................................................................................................................................................. 2 WHY BILLABONG? .................................................................................................................................................. 5 TRENDWATCHER.COM ........................................................................................................................................... 6 INTERNAL PYRAMID............................................................................................................................................... 7 EXTERNAL PYRAMID .............................................................................................................................................. 8 VALUE PYRAMID .................................................................................................................................................. 11 FUTURING PYRAMID ............................................................................................................................................ 13 FUTURING METHOD: ........................................................................................................................................... 15 THE RIJKENBERG METHOD .........................................
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...the arrival of Mr. Isdell to that of PepsiCo. Consumers’ seemingly inexhaustible thirst for cola products was the recipe for growing sales. However, as the market matured, consumers have become concerned about health and obesity, PepsiCo evolved divergent strategies, looking into snack food business, whereas Coke remained focused on carbonated beverages, seeking to expand in international markets. PepsiCo looked mainly to its core product, carbonated fizzy drinks, but also diversified its product offerings. It bought Frito-Lay, the snack business in 1965, beginning its long history of diversification, to reduce its dependence on cola drinks. In 1993, it launched bottled water, Aquafina, and in 1998, it acquired Tropicana juice brands, placing it in a good position to benefit from rising consumer demand for healthier drinks. In 2001, it acquired Quaker Oats, the cereals and snacks business, following the collapse of Coke’s negotiations to buy the company, revealing divisions on strategy within Coke’s board. With Quaker Oats came Gatorade, the market leader in energy drinks, further diversifying PepsiCo’s portfolio of companies. Aquafina water and Gatorade drinks have seen rises in sales, helping PepsiCo to offset declining sales of sugary carbonated drinks, where consumers have become concerned about health and obesity. Coca-Cola has also belatedly launched new products diversifying from sugary fizzy drinks, having launched Minute Maid fruit juice to challenge Tropicana...
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...Introduction It would be important to make a stress on the fact that retailing niche in the market is expanding very quickly, seeking for the new markets as across the country, as well as taking into consideration the global situation and the competition between the key players, such as Nordstrom Inc has to compete for the more effective position is really severe. Thus the strategies the companies used are very important and this research objective is to reveal successful strategies in the global consumer goods industry market on the example of the quite important competitor in this market – Nordstrom Inc, the owner of high class department stores chain in the USA, examining its way to success, the industry it is competing, and the reasons of the effective and fail solutions, that occurred in the particular regions as well as company’s strongest and weakest parts. Hence it would be important to note that retailing corporations and Nordstrom Inc, in particular have captured a number of markets and nowadays their marketing, organizational and developmental strategies could be referred to as one of the most effective ever used. The deep understanding of the market niche and target group in different areas, added to the effectiveness of Nordstrom Inc strategies, despite the number of negative factors, oppressive competition and certain fails in particular regions. Among the objectives of the research investigating any ability of cross country infrastructure the company’s suppliers...
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...------------------------------------------------- Marketing plan Lee man wai chloe lee wai yan vivien lau siu yuen miya law tak lam Lee man wai chloe lee wai yan vivien lau siu yuen miya law tak lam 2015 Contents Introduction 3 Background 4 Starbucks in Global 4 Starbucks in Hong Kong 4 PESTEL Analysis 6 Political Factors 6 Economic Factors 6 Socio-cultural Factors 6 Technological Factors 7 Environmetal Factors 7 Legal Factors 7 Competitor Analysis 9 Competitive rivalry in industry 9 Starbucks vs McCafe 9 SWOT ANALYSIS 11 Strengths 11 Weaknesses 11 Opportunities 12 Threats 12 Objectives and Goals 14 Marketing Strategy 15 Market segmentation 15 Positioning 15 Market mix: 7P’s 16 Action Plan 18 Provide training to the staff 18 Increase 10% profit rate 18 Acquisition of outlets and warehouse space 18 Setting up supply channels 18 Recruit employees 18 Creating Brand Awareness through advertising via Social Media and Billboards 18 Create new series of limited edition products 19 Official launch 19 Promoting the Starbucks products to the restaurant, bar and convenient store 19 Customizing Products to cater to local customer tastes 19 Opening 18 branches in overseas 19 Conclusion 20 Appendix A 21 References 21 Introduction In this marketing plan, the background information of Starbucks is reviewed. Standard marketing analysis is applied to analyse the performance and opportunities of Starbucks...
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