...|MKT/571 | | |Marketing | | |Murrieta Learning Center | Copyright © 2011, 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. The discussion question points are now combined...
Words: 2738 - Pages: 11
...have 15 countries thought Asia Pacific and Middle East. Rana Talwar is the head of Citibank’s Asia Pacific Consumer Bank and she want to launch a new product about the credit card. 2.0 Issue Citibank want to market the credit card to the Asia but have constraint to established it. Firstly is because little credit of experience and hardly any infrastructure. Citibank also wondered that it could adopt mass market positioning to acquire enough credit card customers and maintain its up-market positioning with the current upscale branch banking customers. Country managers also worry because it too early to launch the credit card and will damage the profit in future. Other than that, is weak local infrastructure, limited distribution capabilities and experience. 3.0 SWOT analysis strength | weakness | -Citibank already well-known in Asia Pacific-most Australia customer used credit card for shopping-Hong Kong is very good impressive with economics and industrialization that make the people use credit card without fell strangers-majority India country is very wealth | -Korea a not allow use credit card because not give permit too bank.-Malaysia is use law and only income $9000 or more could have a credit card.-Indonesia is poor country and the customer are not qualify to make credit card.-Taiwan also use law that only one for one credit card to customer. | opportunities | threats | -not need bricks-and-mortar-cross-sell our entire product | -law of the Asia country make Citibank...
Words: 1108 - Pages: 5
...|School of Business | | |MKT/571 Version 6 | | |Marketing | Copyright © 2011, 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Students may find it beneficial to refer to concepts learned in Economics. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing...
Words: 2796 - Pages: 12
...Kudl Kudler Wines Product Launch Plan MKT 571 Kudler Wines Product Launch Plan Developing strategies in relation to any application of marketing suggest a marketer’s ability to comprehend and align business practices with the need of the consumer and business simultaneously. Strategies present challenges whether domestic or international markets are the emphasis. The ability to set customary prices, have market presence, encouraging advertisements and publicity, understand the competition, develop accurate communication, a complete SWOT analysis including domestic and international markets, and customizing the target market, present boundless opportunity that consumers appreciate and market recognition. At each stage of strategy implementation, the prospect for marketers to research and comprehend the select target markets yields a profit scenario. As Kudler Fine Foods establishes the company’s presence in Italy, the home market and France, signifying the secondary market, it is essential to create strategies concerning logistics from a business perspective rather than an industry adapted or suggested alternative. It is imperative that Kudler Fine Foods marketing agents such as intermediaries are advised of the product and able to communicate successfully in each demographic. Kudler Fine Foods use of intermediaries suggests that entering international markets allows “superior efficiency in making goods widely available and accessible to target markets”...
Words: 4460 - Pages: 18
...MARKETNING “BEIRUT BEER” IN GERMANY By Bernard Azar, Elie Akari and François Attalah 1. INTRODUCTION TO BEIRUT BEER: Beirut Beer by Kassalty Chtaura is the newest addition of the finest Lebanese-made beer, which is being produced in the Bekaa valley. It is carefully made to ensure premium quality Pilsner beer with a strong, smooth and balanced taste. Its ingredients carefully comply with the Beer’s laws of purity resulting in an authentic Pilsner taste. More importantly, Beirut Beer is 100% proudly produced and bottled in Lebanon, a courageous country where nightlife reigns. Thousands of Lebanese beer fans have enjoyed the irresistible scent and taste of this fine beer since its launch in the Lebanese market in July 2014. 2. REASONS FOR CHOOSING “GERMANY”: In any markets around the world, the buying decisions of consumers will be affected by many cultural and social factors that determine who buys the product and how consumers will make use of it. Alcoholic beverages are one of the trendiest investments in Lebanon today with more than 15 liters of pure alcohol per capita consumed in Lebanon between 1961 and 2010, according to the World Health Organization. A big portion of the total consumption in Lebanon goes to alcoholic beverages and which includes 18% beer, 29% wine and 53% spirits1. Today, Almaza, the leading Lebanese brewer is producing more than 24,000 bottles of beer per hour2. The marketing department at Beirut...
Words: 7489 - Pages: 30
... 24). Its main objective was to challenge the status quo by producing a good product at a low price with the development of innovative and cost-efficient methods. Beginning in 1969, IKEA began to expand its business into additional foreign markets starting with Denmark. IKEA continued to provide its consumers with quality products by utilizing “high-quality materials on the furniture surfaces that were visible and …lower-quality materials on surfaces that were low stress and less visible to the consumer” (Moon, 2008, p. 23). This idea was well received by its consumers and helped IKEA maintain a competitive advantage within the furniture industry. By 1984, IKEA had expanded into 16 different countries with over 167 stores (IKEA Timeline, 1999-2008). IKEA made its debut appearance onto U.S. soil in 1985 with its first store in Philadelphia, PA. From 1997 to 2001, IKEA’s revenue had doubled in the United States from $600 million to $1.27 billion. By 2002, the United States was IKEA’s third largest market and housed 14 of IKEA’s stores (Moon, 2008, p. 27). IKEA’s goal is to have 50 stores in operation in the United States by 2013. SWOT ANALYSIS Strengths • Successful business model – One of the primary strengths of IKEA is in its capability to develop and maintain effective operations management. The operational success is based on several pillars: cost effective production, fast product to market delivery and responsive operations • Strong brand – IKEA heavily invests...
Words: 1793 - Pages: 8
...launching the “Tata Nano” in the United States. INTRODUCTION The purpose of this report is to investigate the feasibility of launching the TATA NANO car in the United States. The report will look at country specific factors such as political economy, consumer culture, industry regulations etc. that may impact the feasibility of the NANO car in the US and on-going business costs. PRODUCT DESCRIPTION [pic] TATA NANO CAR-2009 (Tata Nano 2009) TATA MOTORS, an Indian based automotive company unveiled the Tata NANO car model in 2008. The most unusual feature of the NANO is its extremely low price tag of approximately $2000 plus taxes and dealer charges. The higher end variants of the Nano are up-to 30% more expensive which come with luxury features such as air-conditioning etc. Highlights – • The world’s cheapest car - $2000 ex-showroom • 624 CC engine, 2 cylinders & seats 4 passengers • Mileage of 23.6 km’s per litre • Currently manufactured in Gujarat, India • Compliant with BS3 emission standards (Tata Nano 2009) UNITED STATES OF AMERICA The U.S. is the third largest country in the world and divided in to 50 states. The population estimate is 307 million in 2009 with a median age of 36.7 years. The U.S. is also the biggest market of the world with a GDP of over $14 trillion (CIA...
Words: 2711 - Pages: 11
...Innovations has a top management team made up of students and faculty from Colorado State University’s Colleges of Business and Engineering. The management team has developed a product known as the Starlight Stove. This stove was developed in hopes to improve the overall quality of life for less fortunate people. The management team wishes to address the everyday consumer needs for safe cooking and electricity. The Starlight Stove requires less biomass fuel and also has the ability to convert heat from the stove into electricity. This new feature gives everyday people the opportunity to enjoy safe cooking and electricity at an affordable price. The management team knows that they have great technology; they just need a marketing plan in order to get their product out on the market. Bright light Innovations must have a good strategic plan .The company should understand why global businesses fail even after strategic planning occurs and what tactical adjustments can be made to correct malfunctions. Bright Light Innovations has to implement a strategic planning of launching a new product in a foreign country. This means that the for profit company needs to establish a partnership with the local government. Bright light Innovations needs to work closely with the Nepal Government to get the permission to launch the new product. Bright light Innovations will also...
Words: 389 - Pages: 2
...values are the essential and enduring tenets of companies and have intrinsic value and importance to those inside the organization. UC’s two time-tested values-customer and market oriented, and constant innovation- which can be summarized from the company phrases, are embodied in its vision: ● Customer and market oriented (“You inspire us”): It is customers who lastingly gave UC inspiration to do innovation and led UC to become a pioneer in the use of consumer research and focus group. UC listens to the customer, spots the trend, and holds the high value placed on extensive market testing prior to launching new products. ● Constant innovation (“Innovative winning”): UC had a well-earned reputation as an innovator both in its products and brand management system. Honoring the past while embracing the future, UC rejects the conventional wisdom and creates innovative products being market leaders for more than half a century old. Core...
Words: 4862 - Pages: 20
...“Consultant Report On United Breweries Limited ” Student Name: Gangadharan Renganathan Student Id Course Subject : 1229047 : Master of Business Administration : Strategic Management Submitted To: William Naylor Table of Contents Introduction: ........................................................................................................................ 3 Objectives: ............................................................................................................................. 3 Recommendations: ............................................................................................................ 4 Prior Recommendation for future development: ................................................... 7 Conclusion: ............................................................................................................................ 7 Reference: ............................................................................................................................. 7 Appendix: .............................................................................................................................. 9 Introduction: United Breweries was founded on early 19th century. This group is operating more than 100 years. A Scotsman, Thomas Leishman in 1857, founded UB GROUP. He started this business as a big producer of beer from a south Indian based British Breweries. Thomas Leishman was founded the United Breweries Limited (UBL) on15th March...
Words: 2195 - Pages: 9
...Switzerland Market Plan MBA 525: Applied Marketing June 10, 2014 City University of Seattle Abstract This article is a market plan for the beverage company Jack-up to launch products in Switzerland. The paper will first briefly introduce Jack-up’s plan on brand name, packing, market position and risks of launch products in the new market. Then, it will provide a Swiss environment analysis and Swiss market analysis. After that, this research will offer the SWOT analysis and sales forecast of Jack-up Switzerland Company. Finally, the article will discuss the advertising and promotion strategies that Jack-up will utilize. Introduction Jack-up is a leading beverage company in the United States. The company owns over 10 plants in the U.S. engaged in the production of soft drinks such as bottled water, carbonates, concentrates, vegetable juice, fruit juice, coffee, and Tea. In order to expand its business in European market, the company plan to launch products in Switzerland. Totally, Jack-up will launch 5 categories of soft beverages which include bottled water, concentrates, vegetable/ fruit juice, coffee, and Tea. The company will launch carbonated drinks because of lacking ability to compete with the strong competitor Coca-Cola at the beginning of stepping into Swiss market. Since Jack-up has a good reputation in USA, the company will keep using “Jack up” as the brand name and company name in the new market. For packaging, Jack-up will use PET bottles because...
Words: 5453 - Pages: 22
...with the launch of a new product can be challenging. Below is a breakdown of the channel strategies, pricing strategies, and environmental factors. In addition, the government and economic factors, innovation and technology, and the demographics of the new product are factored in the plan for the launch. Channel Strategies Most manufacturers do not sell their goods directly to the final consumer. Between the final consumer and the manufacturer stands a group of intermediaries who perform various functions. The intermediaries are referred to as marketing channels, groups of interdependent organizations involved in the process to help make a product or service available for consumption or use, marketing channels (Kotler, & Keller, 2007). Every manufacturer needs a marketing strategy in order to promote their product and make it readily available to the public. So choosing the correct strategy is a critical decision facing management. Apples launch of the new mini iPad will need two channel strategies, one for their domestic market (U.S.A), and one for their international market (Japan). Since the product is new choosing the correct market is crucial for the success of the mini iPad. Apples reputation in their domestic market is one of high brand loyalty. Apple has many brand loyal customers that demand Apple products and choose to purchase Apple products before they go to the store. For this reason a pull strategy is the best route to take concerning the launch of the...
Words: 1958 - Pages: 8
...MMS 172.01 MARKETING ACROSS BORDERS COURSE SYLLABUS – Spring 2012 Visiting Associate Professor: George L. Grody 408-6212 & 257-7818 (mobile) ggrody@nc.rr.com or george.grody@duke.edu Course Description: The course will investigate and discuss the theory and techniques used to market to the world’s different shoppers and consumers in both developing and industrialized economies and countries. You’ll gain an understanding of how to market to shoppers and consumers based on the varied insights of each target group. We’ll focus on the “Consumer is Boss” and understand how to influence them at the “First Moment of Truth” when the shopper makes a purchase decision and at the “Second Moment of Truth” when the brand is actually used and the consumer decides if it delivered against the brand promise. The course will include a team project to develop collaboration skills but also to gain deep insights into a specific target group and product. Class participation and discussion will be an important factor in class success. Course Objectives: Students will gain insights into: 1) the behaviors of the world’s consumers; 2) how those differences come about due to differing national, ethnic, cultural, and demographic influences; 3) how certain companies have succeeded and failed at addressing those differences; and 4) how to develop business and marketing strategies and plans to successfully address those differences. Course Materials: We will use a book “The Marketer’s...
Words: 1982 - Pages: 8
...Problem Statement: By 1996, KONE’s financial condition in Germany had deteriorated compared to previous years. Forecasts were bleak indicating little to no improvement for the near future. KONE business director, Raimo Hatala anticipated the launch of KONE’s latest offering, MonoSpace to improve the company’s financial position. Conversely, as initial test markets began, fears about the product’s ability to master the German market were raised. Hatala contemplated a successful entry strategy that would position the product appropriately and permit the company to leave a durable impression on the German market. Before the launch of MonoSpace in Germany, it was test marketed in select countries. Merely 40 units were sold in France although 300 were expected, even worse, no units were sold in the United Kingdom. The market became saturated; the construction boom terminated abruptly and demand for elevator gear was projected to fall by 15 percent. Competition for new installations was intense, large companies sold their equipment at or below cost to customers. Service contracts were commonly closed with companies that originally installed the equipment. Six major companies dominated the German market in 1995: Schindler, Otis and Thyssen, with KONE placing fourth. 150 small local companies, as well 30 mid-size players comprised the total market share. This resulted in a fragmented market. The largest construction companies controlled 20 percent of the market, while...
Words: 450 - Pages: 2
...in China Anastasia Allen, Terry Clevenger, Robert Combs, Kirk Dickerson, Cassie Sherlin April 28, 2013 China is a country that prides themselves on history and tradition. China has possibly been the greatest country to contribute to modern day society. But not even the ever so powerful China can resist a bucket of Kentucky Fried Chicken or a juicy hamburger from Burger King. The majority of fast food began in the United States, but now has spread across the globe. Besides the United States, China is one of the biggest contributors to fast food business. The fast food market from China contributes an estimated $29 billion alone (Economist). This is big money business for any genre of an organization. With the proper techniques, skills, and drive, any sort of organization can succeed anywhere in the world. How does an American business work and succeed across the world? Does the business incorporate China’s culture into manufacturing and marketing? What strategies do businesses take in advancing the opportunity in China? These questions along with others will be answered to find out how and what is done to allow fast food businesses to be successful in the fast-pace, culture rich, and tradition loving China. Cultural considerations in terms of product manufacture and marketing in relation to fast foods in China. A successful product launch demands a better understanding of the market in terms of both culture and consumption habits. The trend of consuming fast...
Words: 1482 - Pages: 6
