...Marketing Research Paper Team A MKT/421 November 2, 2013 Jeffrey Jordan Marketing Research Paper Overview of Starbucks Starbucks is known for their variety of premium coffee and pastries. Like most businesses, Starbucks measures success by expenses, revenues, and store counts. Starbucks also emphasizes success on the growth of their brand and returning value to shareholders (Schultz, 2012). Starbucks’ strive to be innovators, leaders, and contributors to society and a healthy environment (Starbucks Coffee Company, n.d.). Starbucks continues to build a company with a fair and humane treatment for their people within the world and the communities they conduct business (Schultz, 2012). With the increase of competition in the industry, Starbucks’ is thriving to differentiate themselves from their competitors. Starbucks believes they can have a positive impact on the communities it serves (Starbucks Coffee Company, n.d.). “One person, one cup, and one neighborhood at a time” (Starbucks Coffee Company, n.d.). Launching Starbucks’ Natural and Little Bucks will separate them in the beverage industry. Product Description There is no denying that Starbucks is known for pronounced coffee, the next opportunity for growth is for to be known for great drinks. Starbucks’ Natural is a product line that appeals to multiple generations. Starbucks’ Natural drinks will be made from juice extracted from raw fruits and vegetables. This drink provides...
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...business response Introduction Between 2009 and 2011, the Toyota recall crisis has aroused massive attentions, discussions and criticisms in a wide range of media circles (Piotrowski and Gray 2010). This paper will firstly review the whole crisis situation and then evaluate Toyota’s response from three different perspectives. There are many arguments about the deep root problems of Toyota’s poor reactions. This paper will only focus on two perspectives to offer recommendations. One is the corporation’s communication strategy; the other is the corporation’s crisis strategy. Case study overview Toyota Motor Corporation is one of the baggiest car manufactory in the world. It is the car industry leader on both sales and production. The brand name was treated as the synonymous with good quality and safety (Kingston 2010). However, between 2009 and 2011, Toyota was experiencing sequent recalls due to its safety issues. Recalls were mainly triggered by several car accidents in U.S. The first recall was caused by the problems with floor mats that might trap accelerator pedals in November 2009. But the crisis did not end there. Toyota continually conducted more recalls due to wide range reasons. The problems include sticky gas pedals, software glitches, steering control and fuel leakage. Before February 2011, there were nineteen separate recalls and encompassed over twenty million cars in total within different car models (Cole 2011). Toyota’s initial response was denying, and then...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Sector Leadership Best Global Brands 2013 10 86 BISH Methodology Creative Leadership 70 120 Contributors China’s New Brand Leaders 74 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership roles...
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...Cover Page Management Report of: Written By: Student Number: Total number of words: Table of Contents 1. Introduction 2 2. SWOT Analysis 2 3. 4 Functions of Management 2 3.1 Planning 2 3.2 Organising 2 3.3 Leading 2 3.4 Controlling 2 4. Analysis & Conclusion 2 5. Recommendations 3 6. References (at least 5 references) 3 1. Introduction Nike is the world’s leading athletic footwear, equipment, apparel and accessories company. Nike dedicates to inspire every athlete to reach his or her best potential. Nike’s co-founder, Bill Bowerman saw many possibilities that human could achieve through sports. Nike believes in “bringing inspiration and innovation to every athlete in the world”. Nike also believes that as long as as you have a body, you are an athlete. Bill Bowerman and Phil Knight founded the company in January 1964 as Blue Ribbon Sports, and it became Nike, Inc officially in May 1971. “Nike markets its own products under its own brands, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse.” (Nike, Inc) As of today, Nike has employed more than 44,000 people worldwide. And in year 2010, the brand alone was worth $10.7 billion, which makes it the most valuable brand among the industry. (Schwartz, 2010) The aim of this management report is to focus and analyze solely on Nike regarding its current attractiveness...
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...External Factor Analysis Summary on Coca-Cola Richard Lee Columbia Southern University The Coca-Cola Corporation provides consumers over five hundred brands and is the world's largest beverage company. The company has its headquarters in Atlanta. The organization conducts operations in over two hundred countries. This is the reason they have the largest beverage distribution and average 1.6 billion served daily (The Coca Cola Company, 2012). Coke was declared the world’s most valuable brand in 2011. Coke is also the leading company in the production of non-alcoholic beverages (Interbrand, 2011). The various variables which are to be taken into consideration in this analysis include political economic, social and economic factors, technology and SWOT data (Strategic Management Insight, 2013). See Table 1 for weighted factors of identified threats and opportunities. Political factors Political factors plays part in ensuring some effect on the production and selling behavior of the company. Political factors, however have a neutral effect on the coke industry. This is because environmental protection laws have been put forward by the government which, ensuring the company does not pollute the environment during their production. Coca Cola Company, however adjusted the protection laws...
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...Executive Summary This report provides an analysis of Google’s development of new strategic resources, dynamic capabilities and core competency, Analysis of competency test, Google’s competency foundation to compete in shopping related searches and the positive impacts of Google’s competencies towards its business model. Moreover, this report provides recommendations that Google are effectively able to utilise. Introduction Google, a provider of multiple products and services, with the mission to “organise the world’s information and make it universally accessible and useful”, is the number one web search engine. Additionally, Google has an old online shopping service site whose rivals include Amazon and eBay (Newth, F 2012). However, recently, in 2012, Google announced its adaption of a new paid model, where retailers were now starting to get charged. Moreover, the bases discussed throughout the report will be grounded in Google’s competency test, and its impact towards Google business model (Newth, F 2012). Google’s development of new strategicresources, dynamic capabilities and core competency Google’s recent change of passing on costs, a fee, to online retailers who display their products on the Google online shopping site (Hartwig, J. I 2012), will require Google to develop new strategic resources, dynamic capabilities and a core competency. Firstly, developing new strategic resources to work aside Google’s new paid model (Hartwig, J. I 2012), will mean that Google...
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...NAME: SHIVANGI GUPTA SECTION:D ENROLLMENT NO. : A1506914057 ASSIGNMENT EXECUTIVE SUMMARY HTC transformed itself an ODM to one of the leading provider of telecommunication devices. Empowered with strong R&D the company enters market as a first movers with numerous innovations which prized the company with high growth and many recognitions. While innovations, partnership with giant brands, strong manufacturing facility its strength HTC also have weakness of producing pricy products, having weak shipment network, using stumble marketing strategy. Moreover, the company faces threats of intense rivalry from competitors, being substituted by cheaper products and patent. Despite all of this the Taiwanese company has many opportunities. HTC is a ‘Question Mark’ in BCG matrix. It experiencing high bargaining power from customer, low bargaining power from suppliers, medium threats of substitutes, high threat of new entrant, high competition from rivals. The company adopted growth strategy as corporate level strategy and differentiation as business level strategy. It also gives high priority in innovation strategies. Influenced by innovation strategy its organizational structure is organic. HTC should continue to produce innovative and cutting edge technology driven product to sustain its competitive advantage. It also should focuses on producing low end phones and penetrate more markets around the world. The company should produces wider categories of products and develop better...
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...producer must work hand in hand with the best marketers to ensure that products receive the best attention in the market and eventually increase sales. This paper will analyze the Ford Motor Company, one of the largest global manufacturers of motor vehicles. The company is facing an increasingly difficult market place with a well knowledgeable and choosy customer base. In this paper, the company targets sale of motor vehicle to college students and recent graduates. This target market has been chosen as it does not have campaigns directed at its specific needs by any other car manufacturer. The paper will detail both above-the-line and below-the-line communication networks in order to best capitalize this market. Background and target audiences Ford Motors is the second largest motor vehicle manufacturer in the US which is a very strong position considering that the US currently is currently the second largest vehicle market in the world (Dassbach, 1988). The major advantage is that the company is already established with worldwide acceptability among numerous customer segments (Ford Investor Relations 2013). Furthermore, the company has embraced some green concepts especially with the ECOnetic that focuses on the production of highly fuel efficient motor vehicle engines which is a departure from the current trend in production of hybrid engines. The overall effect of these initiatives has been the reestablishment of Ford as a global car manufacturer of reckon with innovation...
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...18 September 2014 18 September 2014 08 Fall 08 Fall Exercise A - Starbucks in US: strategies and core competencies GROUP 6 Exercise A - Starbucks in US: strategies and core competencies GROUP 6 Thijs Bavelaar - 091698 Carlijn Swagemakers - 120014 Sam Verlaat - 111449 Bas Vliegen - 122959 Thijs Bavelaar - 091698 Carlijn Swagemakers - 120014 Sam Verlaat - 111449 Bas Vliegen - 122959 Executive summary Within this report the Starbuck’s Corporation is being analyzed, in this way the company can be positioned on how they are performing within the competitive set. Through research Starbucks’ core competencies are found, and on elaborated. Those competencies are researched in the competitive set with the main competitors of Starbucks’ as well, via basic benchmarking there has been determined where Starbucks is within the market. Table of Contents Introduction 4 Core competencies 5 Key competitors 9 Competitive advantages 11 Communication within organization 12 Competency - strategy matrix 13 Conclusion and recommendations 14 Bibliography 15 Appendices 19 Appendix 1: Value chain analysis 19 Appendix 2: SWOT analysis 22 Appendix 3: Functional analysis 25 Appendix 4: VRIO analysis 26 Introduction The purpose of this paper is to analyze both Starbucks’ strategies and core competencies, and use this analysis to assess the degree of synergy between the two. First, the core competencies of Starbucks, specified...
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...Best Retail Brands Founded in 1974, Interbrand is one of the world’s largest branding consultancies. With nearly 40 offices in 26 countries, Interbrand’s combination of rigorous strategy, analytics and world-class design enables it to assist clients in creating and managing brand value effectively across all touchpoints in all market dynamics. Interbrand is widely recognized for its Best Global Brands report, the definitive guide to the world’s most valuable brands, as well as its Best Global Green Brands report which identifies the gap between customer perception and a brand’s performance relative to sustainability. It is also known for having created www.Brandchannel.com, an international online exchange and resource about brand marketing and branding. For more information on Interbrand, visit www.Interbrand.com. For more than 30 years we have been creating retail brand experiences for companies around the world. Interbrand Design Forum’s talent for game-changing innovation spurred us to create a business model that integrates analytics-based strategy into what began as a design and architecture group — the first and only company with such a comprehensive offering. Our broad range of services includes: retail design, brand strategy, shopper sciences, packaging, digital, documentation and rollout. This unique ability to address retail’s growing complexity has led many of the world’s top companies to our doorstep and propelled Interbrand Design Forum to the forefront of...
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...Direct Energy -Brand Report Card Global Marketing 1: Marketing Fundamentals Veronica Cheong [Email] [Web address] Table of Contents I. Executive Summary ................................................................................................1 Brand Scorecard ................................................................................................................................................... 1 Top 3 Recommendations ................................................................................................................................... 1 II. Industry and Corporate Overview ......................................................................... 2 Energy Industry Overview ................................................................................................................................. 2 Direct Energy Corporate Structure ................................................................................................................... 3 Direct Energy Brand Portfolio .......................................................................................................................... 3 III. Brand Diagnosis .................................................................................................... 4 1. 2. 3. 4. 5. 6. 7. Delivering on Customer Desires........................................................................................................... 4 Relevance .............................
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...planning exercise in which manager identify organizational strengths and weaknesses, environment opportunities and threats (Waddell et al. (2011, p. 313).The one of the main strength of Hyundai is their growing brand reputation all over the world in automotive industry. In 2012, Hyundai’s brand value grew by 24% to US$ 7.43 billion and became the 53rd most valuable brand in the world (Interbrand, 2013). Another way of Hyundai increasing their competitive advantage, is through investing in product research and bringing the latest technologies into the system. The company has a lot of experts in various engineering fields who are always coming up with better improved cars and designs that are appealing to the customers. In addition, Company’s financial position has been getting better every year. Company’s credit rating was reported to AA+ for 2012 which means that there is minimum risk of investing in the company (Hyundai Annual Report 2012). That’s why they are enjoying a continuous increase in their sales revenue worldwide, which is also causing an increase in the net income of the business Also, Hyundai has launched many successful marketing campaigns and have sponsored many sports events and using celebrities to promote their products, which resulted in increased brand popularity....
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...Purpose of report Report is a form of logical expressions and organized. It consists of parts, titles and subtitles. For individual task, we, students BM2205E are required to observe any of ‘Customer Care Program’ of organization or any such programs that shows their effort to be close to the customer. We must choose two (2) organization from the same industry and do report based on their retention program. We need to compare between that two (2) organizations. In addition, we must also observe the impact it brings to the organization in term of performance and profitability. The industry that we can choose is either manufacturing, fast food, education, hospitality, fashion, entertainment, automotive or information technology industry. Reasons for written reports: • To know the background of the organizations • To analyse of business activities (customer care programs) • To provide information and facts • To identify problems • To propose solutions • To recommend actions to be performed • To concluded • To evaluate a research or activities • To synthesize a plan of action Introduction Customer care is also known as customer service. It is a process providing utilities of time and place for customers which included pre-transaction, transaction and post-transaction considerations relations to the exchange process with the customer. In other word, it is the provision...
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...restaurant founded in 1955 by Ray Kroc. From its early days of serving burgers, McDonald’s has grown into a global household brand. McDonald’s now has restaurants in over 100 countries and has become the 9th most powerful global brand according to Interbrand. McDonald’s aims to be “customers’ favorite place and way to eat and drink.” However, as the fast food industry has progressed, McDonald’s has lost its identity as that favorite place and is no longer at the cutting edge of the industry. McDonald’s makes every effort to localize its offerings to the consumer segments it appeals to around the world, catering to local tastes and flavors. The company also tries to segment by income level and cater to consumers on varying budgets with its Dollar Menu, premium items, and extra value meals. McDonald’s does not differentiate itself in any one category of fast food, with competitors dominating in taste in other categories, but it does stand out for its variety and convenience. Due to the fact that McDonald’s does not provide the best fare in any given category, it has relied heavily on positive advertising and messaging that targets emotions. McDonald’s messaging focuses on building the brand and highlighting the emotion of happiness. This can be seen in commercials and the long-time slogan of “I’m Lovin’ It,” for example. In order to understand what the brand truly means to consumers, our group conducted a number of different types of research. To begin, we conducted...
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...to reflect its expansion into the consumer electronics market in addition to its original computer market. Apple designs, manufactures and markets personal computers, servers, network solutions, peripherals, mobile communication devices, portable digital music players, and related accessories, software and services. The company’s product portfolio comprises Mac computer systems, iPod portable digital music and video players, iPhone mobile phones, iPad portable multimedia, and Xsan and Mac OS servers. The company’s applications include Mac OS, iTunes, iLife, iWork, iClould, Safari, QuickTime, MobileMe and others. Apple mainly operates in the United State and manages its business primarily on geographic structure. It develops global market through five operating segments: the Americas, Europe, Japan, Asia-Pacific and retails. The company sells its products through online stores, retail stores, direct sale forces, and third-party resellers. It is headquartered in Cupertino, California and currently employs 49,400 employees globally. Apple Inc. became the largest company in the tech universe on May 26, 2010 (Manjoo & Caplan, 2010). The company recorded revenues of $65,225 million during the financial year ending September 2010, an increase of 52% over 2009....
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