...Principles of Marketing TABLE OF CONTENTS Abstract Introduction Product concept Development of the Volkswagen New Beetle New Beetle adoption Marketing throughout the product life cycle Beetle brand Findings Conclusions Reference list Abstract *** “The Beetle is different, it makes you feel different. It is like a magnet”, - Volkswagen Chairman, Ferdinand Piech (Keith Naughton and Bill Vlasic, 1998) *** The present paper is the case study of the Volkswagen New Beetle from the marketing perspective. The thesis will analyze the product concept, and examine the New Beetle in terms of the concept in question. The purpose of the paper is to identify the issues in the application of theory with regard to the New Beetle as a product, describe the function and operation of this element of the marketing mix in Volkswagen, as well as to review the status of the identified issues in the reviewed company. The paper will consider the introduction of the New Beetle to the market and examine the respective phases of the product development. The thesis will also examine the adoption of the New Beetle as a product, overview the product lifecycle and the issues with regard to the Beetle brand. Overall, New Beetle is unique from other cars and can be the good example of the successful product development and adoption. The Beetle Brand is a successful brand that enjoys customer’s loyalty, perceived quality and brand...
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... | | |Chapter 2 Review of Related Literature | | | | Introduction to Rev of Literature | | | | Foreign and Local Literature | | | | Foreign and Local Studies | | | | Synthesis | | |Chapter 3 Results and Discussions | | | |Narrative description of the result obtained from the survey questionnaire | | | |Chapter 4 | | | |Conclusions and recommendations | | |References | | |Appendices | | | Survey questionnaire (accomplished) | | |Financial Statement of your surveyed company | Sustainable Business Operation Survey Questionnaire The introduction of cleaner production/operation or sustainable business operation...
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... Wilkins, President From: Date: [ 05/11/2013 ] Re: Proposed Direction of the Company Introduction I am writing this memo as a member of the Andrews management team to notify you of the developments made on a preliminary business strategy that we are anticipating to be both successful and exciting. The sensor industry has experienced increasing product demand recently, as well as a universal desire for smaller and faster sensors in both the low and high tech market segments. Through the conduction of an external analysis, we have identified five major competitors within this industry, all sharing a similar control of suppliers and buyers to our company. The main goal of our strategy is to gain an advantage over other industry competitors in order to produce a successful business while consistently keeping customers satisfied. Internal/ External Analysis By performing a SWOT analysis, the company’s management team was able to identify the industry structure and the current market environment. This allowed for identification of the company’s internal strengths and weaknesses as well as our external opportunities and threats. From an internal perspective, our company’s management team is intuitive, intelligent, and hard-working. Although our team lacks extensive business experience, we believe that our resourcefulness and diligence will provide us with an opportunity to be successful in the sensor industry. Externally, several potential opportunities were identified...
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...Bayerische Motoren Wekre (BMW) is a German automobile, motorcycle and engine manufacturing company founded in 1916. A number of different candidates have been put forward as the “founder” of BMW. In the absence of Karl Rapp, Gusstav Otto, Max Fritz or Camillo Castiglioni the company probably never would have been born. However, Franz Josef Popp can lay claim to being the prime force in the development of the mobility company we know today. The rise of the BMW to one of Bavaria’s and Germany’s big industrial companies began in 1922 under Popp’s management. He was the general director of the company from its foundation until he was forced to relinquish his position in 1942. BMW entered existence as a business entity following a restructuring of the Rapp Motorenwerke aircraft engine manufacturing firm in 1919. After the end of World War I in 1918, BMW was forced to cease aircraft engine production by the terms of the Versailles Armistice Treaty. The company consequently shifted to motorcycle production in 1923 once the restrictions of the treaty started to be lifted, followed by automobiles in 1928-29. The circular blue and white BMW trademark symbol we see today is portrayed by BMW as the movement of an aircraft propeller, to signify the white blades cutting through the blue sky. The emblem evolved from the circular Rapp Motorenwekre company logo, from which the BMW Company grew, combined with the blue and white colors of the flag of Bavaria, reversed to produce the BMW roundel...
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...~WELCOME~ Sunderland Business School University of Sunderland MBA MARKETING MANAGEMENT Module Code: PGBM 15 ~Module Introduction ~ ~Concepts of Marketing Management~ Presented by: Frankie Lim Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-1 Lecture Outline (PGBM 15) • Welcome & Getting to know each other • • Learning Outcomes Teaching & Learning Methods • • • • Assessment Methods Content Synopsis Concepts of Marketing Management Questions & Clarifications L1 Module Introduction & Concepts of Marketing Management L1-2 Frankie Lim LEARNING OUTCOMES • Upon successful completion of this module, students will have demonstrated • Knowledge • K1. That they can interpret and evaluate the merits of particular marketing concepts when applied to selected business situations. • K2. That they can evaluate the potential impact of factors in the external environment on the marketing activities of organisations • K3. That they can understand the major decisions that organisations confront in satisfying market-place needs. • K4. That they can analyse the significance of marketing planning in organisations. • Skills • S1. How to conduct research using relevant marketing journals and business documentation Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-3 TEACHING AND LEARNING METHODS • Directed reading will provide students with an insight into the relevant theories and concepts underpinning...
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...deal to take Dell private. If it becomes approved by Dell shareholders, it would be the largest corporation privatization since the financial crisis. Mr. Durban works for Sliver Lake Partners, a private-equity firm which focuses on investing exclusively in the tech industry, saw value in Dell's software and services operations, which allows him to gain knowledge about technologies. Another reputation that Mr. Durban is known for is being a “deal junkie”. He invested in companies, such as Zynga, Groupon, and Skype and all have turned out successful. Mr. Durban urges all investors to make calculated financial decisions rather than emotional ones. The approach is Alcatel-Lucent taking to stabilizing the organization is by pursuing a plan called, “Project Secular”, which allows the company to buy time by mortgaging key assets. This plan raised the company’s stock up more than 50%. According to advisors and clients, the company will eventually seek deeper changes since this plan wasn’t enough to keep the company moving forward. Another approach that Alcatel-Lucent needs to take is creating new innovations within their technology department. In the article, it seems as if Alcatel is discovering that it can't keep up in the global tech race....
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... Dr. Ulrich Kaiser Institute for Strategy and Business Economics University of Zurich Spring semester 2008 Chapter 1: Introduction to Entrepreneurship Table of Contents I. II. Introduction to Entrepreneurship p p Changing Demographics of Entrepreneurs III. Entrepreneurship’s Importance IV. The Entrepreneurial Process University of Zurich ISU – Institute for Strategy and Business Economics Ulrich Kaiser A primer in Entrepreneurship Spring semester 2008 2 1 I. A. 1. 2. 3. Introduction to Entrepreneurship What is Entrepreneurship? “Entrepreneur” derives from the French words entre, meaning “between,” and p prendre, meaning “to take” , g Originally used to describe people who “take on the risk” between buyers and sellers or who “undertake” a task such as starting a new venture Inventors and entrepreneurs differ from one another: 1. 2. 4. Inventor creates something new Entrepreneur assembles and then integrates all resources needed to transform the invention into a viable business. needed to transform the invention into a viable business Entrepreneurship: process by which individuals pursue opportunities without regard to resources they currently control University of Zurich ISU – Institute for Strategy and Business Economics Ulrich Kaiser A primer in Entrepreneurship Spring semester 2008 3 I. A. 4. Introduction to Entrepreneurship What is Entrepreneurship? Established firms with an orientation to behave entrepreneurially practice ...
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...How well has Toyota dealt with these factors? The Company: The Company has expended plenty of money on R&D and marketing of the Pries. Why? Toyota expects the Prius to set the standard for the entry of a line of hybrids from mini compacts to luxury vehicles. Thus, the car is an important component of company strategy. To successfully introduce the Prius and build this new line of vehicles will require coordination within the company. The second generation of Prius has already caused problems within the company. Production was increased at one plant necessitating a cut in production for other lines. Suppliers: With the successful introduction of the Prius, companies such as Panasonic may invest more in R&D to develop cheaper batteries. If they can do so, this will result in lower prices that, in turn, may further stimulate demand. Thus, it is to Toyota's advantage to work with suppliers to encourage this R&D. Marketing Intermediaries: The most important marketing intermediaries here would be dealers. Toyota had to prepare materials for dealers and their salespeople so that they could sell the Prius. Now, they have to "teach" purchasers how to drive the cars to get maximum fuel efficiency. A shortage of cars for the second generation of Prius is causing problems with dealers who want more and could sell the additional cars. In turn, dealers marking up the cars can negatively injure relationships with the company, who does not want to see the price of the cars inflated...
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...FOODS CORPORATION’ and its SUBSIDARIES Prepared By: Date: May 3, 2012 Table of Contents 1. INTRODUCTION 3 2. ANALYSIS OF THE COMPANY’S STRATEGIES and MANAGEMENT 4 a. The Financial Statistics 4 b. The Problems and Challenges 5 3. EVALUATION & CONCLUSION 8 WORKS CITED 10 1. INTRODUCTION Jollibee Food Company was established after the oil crisis hit the ice-cream prices since the family company was mainly based on ice-cream production and sales. After Jollibee, one member of the family, decided to diversify into sandwiches; the product started to gain popularity. “The Tans’ hamburger, made to a home-style Philippine recipe developed by Tony’s chef father, quickly became a customer favorite. A year later, with five stores in metropolitan Manila, the family incorporated as Jollibee Foods Corporation.” (Bartlett, 2001) The rapid increase in the number of stores after such a short period indicated how successful Jollibee’s decision has been. In three years, the number stores were doubled and Jollibee had 11 stores. However, together with this success, the problems also started to arise. The entrance of McDonalds into Philippines market was one of the main problems that Jollibee had to deal with. In 1986, when this battle was finally over, Jollibee had reached the number of 31 stores indicating the success of the company’s strategy. After the success of company in the country was proved, it was time to sail abroad....
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...not only creating jobs but bringing in revenue as well. Global franchise has been one of the main tools of businesses who are looking to expand, and by using some ideas from other successful businesses, like McDonalds, owners are learning the methods behind starting and maintaining a successful business. For this paper I will use the discovery paradigm to learn more about how the concept of McDonaldization has affected the global franchise of 7-eleven Inc. History The idea for a convenient that was there to provide customers with what they needed when they needed it first came light in 1927, and was ran by a man named Jefferson Green. He kept his business afloat by selling milk, bread, and eggs but the catch was that he would make sure his doors were open on Sunday’s when the local grocery stores were closed. According to www.7-eleven.com , this is when one of the founders Joe C. Thompson, Jr., began selling the product line at other ice-dock locations and using the same concept, providing the cliental with that they need, when they need it. At the time, the company had eight ice plants and 21 retail ice docks. He understood the importance of keeping the doors open to the public even when everything else was closed, and because of this idea the first set of convenient retailers were born. The company went on to build 60 Southland-owned ice docks within the decade. As the customer appeal grew Southland ice docks began to sell other items that were based round what the customer...
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...NETW583 September 6, 2015 What do companies who succeed and thrive in today’s world have in common? What does it take for a company to thrive in an ever-changing environment? One secret weapon most companies have discovered as a top priority today is innovation. In the world we reside in today, it’s a must that innovation is an important key to an organization’s overall business strategy. One company in particular, Apple, took the world by storm and used innovation and vision to turn the company failures into an overload of success. In this paper we will discuss some of Apple’s biggest successes and failures, how much of Apple’s success can be linked directly back to its culture, and the actions of Apple and how they apply to our TCO’s. To give some background of the company history, Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sell personal computers. Jobs and Wozniak shared Job’s vision to build computers that average people could use and enjoy. Because of amid unsuccessful product launches, a power struggle ensued within the company and led to the resignation of Steve jobs in 1985. It was one year later that Steve's return to Apple was set into motion. So what were some of Apple's biggest successes and failures during the return of Steve Jobs? One of the first inventions, The Apple II, became the most popular successful personal computer of its time (Gallo, 2013). The introduction of the Apple II computer launched...
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...2013 RISK management PLAN INTRODUCTION 2 PURPOSE AND SCOPE 2 RISK MANAGEMENT PLANNING 3 RISK MANAGEMENT ASSIGNMENTS 6 RISK MANAGEMENT TIMELINE 7 MITIGATION PLAN Introduction 8 Cosiderations 8 Prioritizing 9 Cost benefit analysis 10 Implementation 11 Follow-up 11 Buisness impact analysis Introduction 12 Scope 12 PURPOSE AND objectives 13 Steps of bia 13 final review 15 BUSINESS CONTINUITY PLAN Introduction 16 oBJECTIVES 16 BCP PLANNING 17 PLAN UPDATES AND TRAINING 21 computer incident response team Introduction 22 Purpose 22 elements of the plan 23 incident handling process 23 cirt members 23 detection 24 containment 24 recovery and review 24 cirt policies 25 FINAL THOUGHT RISK MANAGEMENT PLAN INTRODUCTION A risk management plan is a process for identifying, assessing, and prioritizing risks that could cause the company a loss. Identifying these risks, threats and vulnerabilities and taking action to prevent or control them now and in the future. Creating a risk management consists of measuring and prioritizing risks involved and taking actions to reduce any loss the company may encounter. Being that indirectly we work with the Department of Defense, which as you knows is a department of the United States Government dealing with national security, a well-developed risk management plan is of the upmost importance. Without updating our current plan and conforming to newer technologies are company may see unexpected problems and...
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... I safety is a company located in Alberta Canada that has been developing in the past few years it involves with the safety of people in the work force. In this business report you would find the reason the company itself was bombarded with expenses that had made it successful throughout its years. The businesses history which explains how the owners developed the business. in a business it has its main activities what do they sell? How is it run? What does to be successful? The owner of the business has to have made a decision into why did they decide to incorporate the business? What are they up against in the financial sector? Table of Contents 1 executive summary 2 3 introduction 4 4 brief history of isafety 4 5 business offerings 4 6 why the owner decided to incorporate 5 7 expenses involved in setting up and running the business 5 8 problems the business faces 7 introduction Isafety is a serving company in the heart of Alberta Canada which services Alberta’s oil and gas industry, they aim to provide its customers with the best safety training and on-site safety services. The company is currently owned and operated as a partnership business that consisted of multiple studies and risk takings to achieve the success they are in now, as the business increases its growth it still strives to organize and operate its business to increase the chances of its success the business has set its incorporation to fulfill the company and the customer’s...
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...thinking in organisations. Although strategic planning systems are used in order to make companies work more efficiently, they may restrict organisations from showing their true potential by stifling innovative thinking. There are other theorists that state that listening to closely to markets and strategies can create a barrier to commercialising new technology and lead to reduced competitiveness. (Ferrell and Lukas 2000). In order to truly understand and analyse whether innovative thinking is being constrained by strategic planning systems, it is essential to understand which strategic planning systems are being used, whether their implementation limits the allowance to new and different approaches to organisations, and whether companies in real-life are being affected by this constraint. Before analysing whether innovative thinking is oppressed by strategic planning systems, it is important to define what a strategic planning system is. According to the BNET Business Dictionary (2007), strategic analysis is ‘…the process of conducting research on the business environment within which an organisation operates and on the organisation itself, in order to formulate strategy’. There are many different tools and analytical methods that are used by companies but there are three main types of analyses: the SWOT Analysis, the PESTLE Analysis, and the Porter’s Five Forces Model. Most companies use these strategic planning systems in order to analyse the information regarding markets...
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... First is introduction stage, this stage of the cycle could be the most expensive for a company launching a new product. The size of the market for the product is small, which means sales are low, although they will be increasing. On the other hand, the cost of things like research and development, consumer testing, and the marketing needed to launch the product can be very high, especially if it’s a competitive sector. Example is 3D TVs which need to compete with the LCD’s TV in pricing and cost. The growth stage is typically characterized by a strong growth in sales and profits, and because the company can start to benefit from economies of scale in production, the profit margins, as well as the overall amount of profit, will increase. This makes it possible for businesses to invest more money in the promotional activity to maximize the potential of this growth stage. Example is Smartphone. Nowadays, people getting interest to buy smartphones as they can fully utilize the phone to help them in daily activities. During the maturity stage, the product is established and the aim for the manufacturer is now to maintain the market share they have built up. This is probably the most competitive time for most products and businesses need to invest wisely in any marketing they undertake. They also need to consider any product modifications or improvements to the production process which might give them a competitive advantage. For example, the Glad Products Company helps customers...
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