...Marketing Assignment Nguyen Le Anh Nanyang Business School Nanyang Technological University Marketing assignment Introduction Needless to say, value proposition, market segmentation, differentiation and positioning are closely related concepts and play an indispensable role in marketing strategy of any companies. But more importantly, businesses must decide how they can apply these concepts in their situations, because using mechanically without research can lead them to terrible results. All of the issues related to these concepts discussed in the article “Being unique is good, isn’t it?” by C.J. Hayden brought to us challenges which businesses have to take into account when implementing their marketing strategies. Challenges related to marketing concepts In this article, the author mentioned two main challenges which affect companies’ decisions in marketing. The first challenge starts with a question: “These are all reasons why being different can be good. But how different should you be?”. After that the authors illustrated his question by providing an example of failure strategy when a student decided to advertise for management consultants in his local Yellow Pages and no customers came to him. All of us know that differentiation is “distinguishing our offerings from competitors to attract potential customers” (Wikipedia). The student in this case chose a special way to stand out in management consultants market, but why was he failed? The answer is...
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...GROUP ASSIGNMENT MODULE CODE: MKTG 2003 MODULE NAME: Fundamentals of Marketing COMMENCEMENT DATE: 3 MAY 2016 (Group 1) 4 MAY 2016 (Group 2) SUBMISSION DATE: 14 JUNE 2016 (Group 1) 15 JUNE 2016 (Group 2) Notes to students: 1. This is a group assignment. You should have no more than five (5) members in your group. You are to hand in only ONE copy of the assignment. The length of the assignment should be between 2,000-3000 words. 2. All assignments should be type-written, 1½ line-spacing, complete with header, footer and page numbering 3. Assignments should be in a ring-binder or stapled with the prescribed coversheet and grading sheet(s) enclosed. 4. You may include pictures, charts, graphs and copies of articles in your assignment but they should be labelled, annotated or properly illustrated. 5. References and citations are necessary to demonstrate the validity of your research and the sources from which you have obtained your information and results. 6. Failure to adhere to the submission date will cause your assignment marks to be reduced or in an extreme case of delay, rejected altogether. Plagiarism is the misrepresentation of the work of another as your own. It is academic theft; it is a serious infraction of the University Honor Code, which you are deemed to have read and accepted upon entering SUC. Instances of plagiarism or any other cheating will be reported...
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...UBTM1013/UKTM1013 Principles of Marketing 2. 3. 4. 5. 6. Year of Study: Year and Semester: Credit Hour: Lecturing hours and Tutoring hours Lecturer: Bachelor of Marketing (Hons) Bachelor of Commerce (Hons) Accounting Bachelor of Business Administration (Hons) Bachelor of Business Administration (Hons) Banking and Finance Bachelor of Economics (Hons) Financial Economics Bachelor of Information Systems (Hons) Business Information Systems Bachelor of Information Systems (Hons) Information Systems Engineering Bachelor of Accounting (Hons) Bachelor of Global Economics (Hons) Year One, Year Two 201410 3 credit hours 4.0 hours lecture per week for the duration of 7 weeks 3.0 hours tutorial per week for the duration of 7 weeks 7. Lead Lecturer (Facultyof Business and Finance) Mr. Teo Aik Chuan teoac@utar.edu.my Co-Lecturer (Faculty of Business and Finance) Ms. Lam Siew Yong lamsy@utar.edu.my Co-Lecturer (Faculty of Business and Finance) Mr. Choy Johnn Yee (Faculty Business and Finance) choyjy@utar.edu.my Co-lecturer (Faculty of Accountancy and Management) Ms. Yeong Wai Mun yeongwm@utar.edu.my Co-lecturer (Faculty of Accountancy and Management) Mr. Low Chin Kian lowck@utar.edu.my Ms. Lam Siew Yong (lamsy@utar.edu.my) Mr. Choy Johnn Yee (choyjy@utar.edu.my) Ms. Jenny Marisa Lim Dao Siang (limds@utar.edu.my) Puan Sharmeela Banu Binti Syed Abu Thahir (sharmeelas@utar.edu.my) Ms. Loo Siat Ching (loosc@utar.edu.my) ` 8. Tutor: Unit Plan of UBTM/UKTM 1013 Principles of Marketing October 2014 1 9...
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...INDIVIDUAL ASSIGNMENT 5 1) The price of bottled water: Under normal circumstances, the price of a regular bottled water depends on the bottling, packaging, shipping, marketing and retailing costs. On the other hand, although the mentioned costs are nearly the same for the same product, the related price might change significantly according to the parameters such as customer’s perceived value, his/her willing to pay, location, environment, volume etc… For example, as for the stadium example, under the time pressure, the people waiting for the match to start, probably will not have enough time to find a bottle of water with a lower price. This situation will increase the customer’s willing to pay for the same product under this different circumstance. So, the seller could find himself/herself in a more comfort position in terms of higher pricing. As for the cafe case, the pricing strategy will be different from that of the supermarket and street seller. The reason behind this might be depending on the factors such as added value of the cafe environment, customer service, even being visible there or belonging to a member of the audience group etc. The mentioned factors might explain the premium pricing applied especially in touristic or high society places. On the other hand, the service costs such as rent, electricity, wages, tax etc. should be included in the product price somehow in terms of profitability. The pricing for the minibar case is very similar to the...
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...UNIT 3 ASSIGNMENT, MARKETIG PLAN MARKETING MANAGEMENT BRAND EXTENSION MARKETING PLAN, CONNECTING WITH THE CUSTOMER The established fundamental goals for the quality of the business/product offering and customer satisfaction consist of: * Making our stores more accessible to customers by adding more location internationally. * increasing our lingerie line sales by 20% in the 4th quarter of 2014. * making our products meet the needs of women in all demographics. * finding out more about our customers to offer them more of the products that they want and like. * To be number one when it comes to producing innovative products that is one of a kind to our products line. My new line of lingerie will be displayed in stores in their own area, sectioned off from the other Steve Madden products. The are displays will be exclusive to the Sexy Lingerie Collection. The Sexy Lingerie Collection will have their own section in the catalogs for easier access to order the new line. The Sexy Lingerie Collection will be offered through a link from the Madden website for an easy and consistent ordering process. One of my fundamental goals is to be recognized as number one when it comes to providing quality, sexy, affordable lingerie to women in the market. My next goal is to add sizes that will meet the needs of plus size women. My goal is also to make this product line one of the best selling lines for the Madden Company. My value proposition will catch...
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...MARKETING ASSIGNMENT AZURE ABOYELA GILBERT PG8859613 GILSAM ENTERPRISE MARKETING PLAN PREPARED FOR MANAGEMENT BY THE MARKETING MANAGER ON 25TH APRIL 2014 MISSION STATEMENT The core activities of Gilsam Enterprise will be the production and sale of sachet water and delivering of the water to all target customers at their various locations. VISSION Our vision is to bring to the people of Garu/TempaneDistrict and its closed neighbours a portfolio of clean drinking water that satisfies people desires and need. Gilsam enterprise will nurture a network of customers and suppliers so as to create a mutual enduring value to maximise returns while being mindful of our social responsibilities. CURRENT MARKET POSITION Gilsam enterprise is a new establishment and has no existing customers and do not have records of previous actives to account for. However, the Owners of Gilsam enterprise are experient in the industry. The are also financially capable of conducting business in the industry successfully. GAOLS Our goals is to continuously improve customer service satisfaction and retention while making an after tax profit of about twenty percent of total operation cost and expanding of about ten percent quarterly. Gilsam enterprise targets to produce one thousand bags of thirty packed sachet water every day. Even though the store capacity is not big enough the distribution system is to be made so efficient that there will be no production backlog and production is expected to...
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...Marketing Assignment. BOC is a global company specialising in the production and distribution of gas, the company has been established in Australia for ~100 years and originated from the United Kingdom. In 2006 BOC was acquired by a smaller International player based out of Germany, Linde. The company retained its brand of BOC (a subsidiary of the Linde Group) for the Australiasia Hub. Production of gas is a large part of the company however they do also have outlets throughout Australia for the sale of industrial & safety equipment. The outlet is termed BOC Gas & Gear (G&G), in each outlet there is also the sale of bottled gas (and associated equipment). The strategy that industrial specialist who come into buy gas will also need associated equipment * Safety gloves and other safety equipment * Regulators * Welding items and equipment * Trade tools Current market situation is as follows * Safety Equipment market share is current ~12%, it is supported by sub markets of foot protection (~13%), Head Protection (~41%), Hand Protection (~12%), Protective Clothing (~24%) & work place safety (~10%). In total the sub market earns ~$64M for the South Pacific region * Our capability is strong in the area offering 3 different brand equipment (BOC, Umatta & Blue Steel products). Each brand is priced to attract a different part of the market. Blue Steel & Bisley high range, BOC brand is mid range & Umatta is low range. ...
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...MARKETING MANAGEMENT Index 1. Executive Summary…………………………………………………..03 2. Outline of marketing plan………….…………………………………04 3. Critical evaluation of marketing environment………………………..05 4. Impact of new technology and new media…………………………...06 5. Contemporary issues of the firms reputation…………………………10 6. References……………………………………………………………12 EXECUTIVE SUMMARY This is the assignment based on the study of Primark marketing strategy and how they are reacting in the market. This strategy is good for the firm to read the mind of the customer and react according to it. They have to work hard in the market so that they are able to achieve the result whichever they want. They have to do market survey so that they are able to make changes which are good for the firm and give them required level of customers. Primark is performing well in the market and they are currently renovating their stores so that they are able to accommodate more customers. OUTLINE OF MARKETING PLAN FOR PRIMARK Ltd Marketing is important part of every business and firm has to adopt proper marketing strategy to be successful in the market. The firm has to research market and think which strategy they want to adopt according to market situation. The firm has to think and then go and use that marketing strategy in real world. Author takes well performing firm from the UK market called Primark. This firm is popular for cheap cloths in the market and specifically concentrate on the particular...
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...| Marketing Strategy | Pantene- Colour Therapy | | | | | Contents 1.0 Situation Analysis/Current Marketing Mix 2 1.1 Current Product 2 1.2 Current Pricing 3 1.3 Current Distribution 4 1.4 Current Promotion 5 2.0 Segmentation Theory 5 2.1 Define and Explain Segmentation 6 2.2 Benefits of using Segmentation 6 3.0 Target market Segmentation 7 3.1 Geographic Segmentation 7 3.2 Demographic Segmentation 7 3.3 Physiographic Segmentation 8 3.4Behavioural Segmentation 8 4.0 Target Market Collage 9 5.0 Completion of Discussion/Rationale of the Target Market Collage 10 6.0 Reference List 10 1.0 Situation Analysis/Current Marketing Mix 1.1 Current Product The colour therapy product is enriched with Pro-V Complex and is designed with the objective of providing improved, protected and revived colour treated hair. The current product comes in three variants namely shampoo, conditioner and spray conditioner. It has been clearly mentioned in all the three products that they are inter related to each other and for best results the customer must make use of all the three in a series of steps to be followed by the user. The booklet found inside the package of the product explains how one should treat their colored hair i.e. first head wash using the shampoo and then conditioner followed up by the spray conditioner. Thus, three products are being targeted to be sold at once the potential customer decides to purchase the product (Pantene 2011)...
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...Mcdonald Positioning Strategies 1. Review the current positioning strategies in McDonald A. Price differentiation Both McDonald and Burger King have the special value meal. But there are more discount offers in McDonald which are shown in following table. McDonald | Burger King | * Specific meal are $20 from 5 to 9p.m | * Value menu | * Amazing value menu | | * Relax and refresh value card | | Despite the more special offer, the regular meals in McDonald are between $25 to $30 while the value meals in Burger King are between $25 to $35. It can be seen that the regular meal in McDonald is even cheaper than the value meal in Burger King. B. Channel differentiation McDonald has larger coverage and greater convenience than in Burger King. Refer to the below table, it is seen that the channel in McDonald differentiate Burger King. McDonald | Burger King | * 218 branches in Hong Kong | * 15 branches in Hong Kong | * 104 branches have 24 hour Mc tonight service | * Only 1 branch has 24-hours service | * 24 hour McDelivery Service | | C. Product differentiation McDonald has larger variety of the products than that in Burger King. The products in McDonald are fresh and innovative that fulfill with teenagers’ expectation who desire for freshness while the products in Burger King has smaller range. New products are as follows: McDonald | Burger King | * Le grand * Hotcakes Deluxe Breakfast * Grilled...
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...Marketing Course: BUMKT 5901 – Marketing Title: Marketing assessment – Apple Ipad For lecturer: Mohan Dass By student: Kiranjeet kaur disanj Word Length: 2000 words Due Date: 21st April 2011 Contents Introduction…………………………………………………………….3 Production Description…………………………………………………4 Product…………………………………………………………………..5 Price……………………………………………………………………...7 Place……………………………………………………………………...8 Promotion……………………………………………………………….10 Summary………………………………………………………………...13 Appendix A- Bibliography………………………………………..…….14 Introduction Apple ipad is a world’s first tablet computer launched by Apple Company on April 2010 all over the world. It is launched by Apple Company after a huge marketing campaign about its features. It is usually marketed for audio and video media ground for example audio books, games, movies etc. Company has manufactured an ipad using strong in-built applications. The gadget permits the individual to work in several locations and as a result the individual can experience what they didn’t on some other device. It is new and completely different device yet for browsing internet with additional unique features, applications and technology. It provides value not only to the company but also to the customers through a huge number of features which helps in saving time and energy. Ipad is comprehensively advertised on T.V., newspapers, magazine, radios and also on internet. It provides value by available at all the apple stores...
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...HI5004 Marketing Management Tri1 2014 Individual Essay Guidelines Worth 20% Due Week 5 Marks 20 Words 1500 • Choice of Topic from the subject outline more marks if they choose a specific topic and relate to specific brands or companies. • Discussion on theory maximum 30% • Students need to apply the marketing concepts in real life business cases. • Students get top marks if they give examples of brands or companies using marketing concepts to pursue their business. • References Harvard style • General presentation of the essay with headings and subheadings. • Research atleast 2 to 3 articles on the topic • Students need to submit a soft copy on BB and hard copy by due date. Bit more insights into the essay; Choose one of the topics below: 1. Discuss the concept of perceived value and its importance to consumer behaviour and marketing. Discuss the theory and then give practical examples of how customers perceive various brands and how this impacts on their behaviour. • Perceived value and its importance to consumers • Discuss theory • Choose 2 or 3 brands or companies and consumer’s attitude towards these • Min 2 to 3 articles on these brands 2. To evaluate an organization's Strategic Business Units (SBU), the Boston Consulting Group developed a portfolio performance framework. ...
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...I N T R O D U C T I O N According to Professor Dr. Lars Perner, “the environmental forces which affect the marketing process are most of the time uncontrollable by the organization and therefore the company should do the necessary to cope with these forces.” The marketing environment consists of all the players and forces outside marketing that influence the marketing management’s ability to develop and maintain successful relationships with its target customers. (ZainBooks, 2010) These environmental forces might affect directly or indirectly, sometimes both and it will create both opportunities for further growth or threats declining a company’s growth. Therefore a company should always keep an eye on its environmental forces and adopt quickly and better than its competitors according to the changes in the environmental forces in order to survive in the market and to grow further. Oman is a developing country and its market in general is in rapid growth, especially the Fast Food industry. This rapid growing industry does have influential marketing factors. Both the macro-environment and the micro-environment factors do affect the Fast Food industry in Oman. Some affect in larger percentage and some very minimal that it seems so invisible. Following are the seemingly active environmental forces shaping the Fast Food Industry in Oman: Micro Environment: Employees Customers Company Competitors Suppliers Shareholders Media The Company – The Company...
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... | |Marketing Management 2A | |BCom Marketing Management Year 2 | |Student Number: 500429 | | | | | | | |Mohamed Reza Carrim | |09/04/2013 | | | Question 1: Theoretical elements of market segmentation, market positioning and market targeting Market Segmentation The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase you’re offering. If done properly, this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments. When the focus is on segmented markets, the company's marketing can better match the needs of that group. Market...
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...perceived value and its importance to consumer behaviour and marketing. Discuss the theory and then give practical examples of how customers perceive various brands and how this impacts on their behaviour” Background The perceived value is “the worth that a product of services has in the mind of the costumer. The costumer’s perceived value of a good or service affects the price that he or she willing to pay for it. For the most of the part, costumers are unaware of the true cost of production for the products they buy. Instead, they simply have an internal feeling for how much certain products are worth to them. This in order to obtain a higher price for their products, procurers may pursue marketing strategies to create a higher perceives value for their products. Perceived value is often used with perfumes, for example. Perfumes tend to be associated with a glamorous celebrity in order to create a mystique and perception of luxury. As a consequences of the social and economic development of modern societies, the study of consumer behaviour has undergone a strong development process, during the past years consumer behaviour acquiring its own status among sciences. However scientists concern with the study of consumer behaviour covers a time span of many decades. There have been several approaches related to consumer behaviour concertized In fundamental theories and models, such as Marshall “economic model”. And marketing is the management process through which goods and services...
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