...MARKETING EXCELLENCE McDonald’s Learning to love the brand again Marketing Excellence 2 | About The Marketing Society About The Marketing Society INSPIRING BOLDER MARKETING LEADERSHIP The Marketing Society is a not-for-profit organisation owned by its members, with over 2500 senior marketers. Over the past 50 years it has emerged as one of the most influential drivers of marketing in the UK business community. The Society challenges its members to think differently and to be bolder marketing leaders by supporting the development of leading-edge thinking, and promoting the evidence of effective marketing. The Society does this through the Marketing Society Awards for Excellence; its publications Market Leader, Our Week and rich online Knowledge Zone; a national programme of world-class events; innovative professional development, such as the annual Marketing Leaders Programme; and extensive on-and-offline networking opportunities. www.marketing-society.org.uk Foreword | Marketing Excellence 2 | Foreword By Roisin Donnelly, President of The Marketing Society What is marketing excellence? Marketing excellence can drive breakthrough business results for the short and long term. Marketing excellence requires great strategic thinking, great creative thinking and perfect execution. But how do we assess marketing excellence? First we choose brilliant industry judges who are all experienced and successful practitioners of excellence and we ask them to pick out the cases which...
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...Marketing Excellence—American Express Jeff Rock Abstract The paper discusses the expansion of American Express into new market segments. The positioning and timing of this gives the business distinct advantages over competitors. The core business is as strong as ever and continues to deliver value to consumers and profitability to the company. The brand is well placed and will likely increase in value with the addition of under an unserved market segments. Marketing Excellence—American Express Evaluate American Express in terms of its competitors. How well is it positioned? How has it changed over time? In what segments of its business does American Express face the most competition? American Express (AmEx) has expanded services over the past few years which expands lines of business and positions the company very well. The following excerpt from a Business Week article illustrates a major move to establish a new funding stream in banking. “American Express (AXP) has partnered with Wal-Mart Stores (WMT) on its newest product, a prepaid debit card, Bluebird, that’s now on sale in 4,000 outlets nationwide. AmEx has calculated the gains are worth the risk to its gilded brand. If Bluebird proves popular, it won’t just capture more swipe fees for AmEx. It will also accelerate a remarkable, and largely overlooked, shift: American Express is no longer just a charge-card company. AmEx has become a bank—offering a growing list of services that now includes savings accounts...
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...Marketing Excellence - Red Bull M560 Marketing Excellence – Red Bull November 5, 2013 1. What are Red Bull’s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Originally conceived in 1982, the drink was founded in Austria in 1987 and then went international in 1992 with its introduction into Hungary (“Red Bull SWOT Analysis”). Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries (Kotler & Keller, 2012). Red Bull’s success over the past ~20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness. Understanding these strengths and weaknesses are important for Red Bull to maintain its current position as the market leader. In addition to being the current market leader, Red Bull’s strengths include its marketing strategy and its alliances with distributors. Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red...
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...M560 Marketing Excellence – Red Bull November 5, 2013 1. What are Red Bull’s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Originally conceived in 1982, the drink was founded in Austria in 1987 and then went international in 1992 with its introduction into Hungary (“Red Bull SWOT Analysis”). Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries (Kotler & Keller, 2012). Red Bull’s success over the past ~20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness. Understanding these strengths and weaknesses are important for Red Bull to maintain its current position as the market leader. In addition to being the current market leader, Red Bull’s strengths include its marketing strategy and its alliances with distributors. Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops,...
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...Marketing Excellence Student’s Name Institutional Affiliation 21st January 2015 Marketing Excellence -The Ritz-Carlton The Ritz-Carton Hotel places special emphasis on their customers’ satisfaction through their vital and unmatched customer service. The Hotel ensured this is possible by reinventing the customers’ view and experiences of the customer service in a luxurious hotel. The Hotel has the finest facilities such as private baths, fresh flowers and personalized customer service, which is unlike other five star hotels. As other competitors concentrated on defining themselves through facilities, amenities and the prestigious rooms, Ritz-Calton took a different direction - unique emphasis on customer service and experience. Ritz-Calton ensures that all guests have a memorable experience at the hotel by meeting their every need, including those needs and wants that are unique to them. In order to compete effectively with other five star hotels, Ritz-Carton Hotel ensures that the staffs are well trained on how to handle the customers. The staffs are trained on the three steps of consumer service that involve welcoming the customer in warm sincere greetings , ensuring the full satisfaction of the customer’s needs during the stay at the hotel and finally a fond farewell and letting the customer know that he/she is welcome again. The guests are treated with utmost respect and warmth that ensures customer is fully satisfied (Alsabbagh & Ahmad, 2013). This ensures that...
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...“IDEO” (Marketing Excellence) 1. Why has IDEO been so successful? What is the most difficult challenge it faces in conducting its research and designing its products? IDEO has been successful due to a “design thinking” approach centered on “human-centered methodology” and also because helps other companies to be successful. I think they put a lot of efforts in research and market analyzes to get a deep and detailed idea about what consumers really want and need, because they solve a consumer’s problem and as a result offer a superior experience. They use a broad and various set of research methods like customer observation, customer interviews, prototyping and also let people participate in the design process. They do deep dives into consumer behavior to determine how they purchase, interact with, use, and even dispose of products. To put the customer first is one of the key success factors nowadays to meet their needs and to be successful. They employ methods such as shadowing consumers, taking pictures or videos of them during product purchase or use occasions, conducting in-depth interviews with them to further evaluate their experiences. They also use “behavioral mapping,” which creates a photo log of people within a certain area like an airline departure lounge, a hospital waiting room, or a mall food court over a span of several days to gauge how the experience can be improved. IDEO also utilizes “camera journals” that participants...
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...CASE ANALYSIS MARKETING EXCELLENCE: GOOGLE Submitted by: MARIA REINA PERLAS MBA 504 MARKETING MANAGEMENT DR. P. SEBHATU March 27, 2014 I. IDENTIFICATION: A. Maintaining company identity How can Google maintain a solid company identity/brand identity with its wide array of products and services? B. Breaking out of the search engine mold. Google started as a search engine company, and they were known for it. How can this initial identity interfere with them branching out to other business endeavors and how can they break out of this narrow identity into a broader, bigger and more diverse company? C. Maintaining their reputation for innovation and reliability. How can they maintain their reputation for being an innovative and reliable maker of desktop and mobile products in spite of being heavily branched out? II. ANALYSIS: It was discussed in the article that Google started as a search engine company with the general reputation of being the “ good guys” in the business field. However, with its growth and its branching out to other product lines that are more or less relevant to Internet use, Google most likely encountered issues with maintaining its profile as a company with strong business ethics in the face of continuous opportunities to expand. Google has always tried to exercise its tenet of being a company for the people. But this is rather hard to imagine for a large, global company who seems to be as profit-driven as any...
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...follows the order in the past. Esprit de corps: after Chris went to an Outward Bound course and learned the value of teamwork. Stability and tenure of personnel: Chris giving his employee formal training so they can do their job well. 2.- I believe that Mary Parker Follett would congratulate Chris Martin’s managerial style as he came to supports his employee and learned the value of teamwork; as a result Chris was able to motivate his staff’s performance through cooperation and a spirit of unity. 3. - Theory Y manager. Chris is committed to the company and his employees. Offering training to employees, employee involvement and share profit as rewards. 4. - Open system, he is engaged with his employees. 5.- In Search of Excellence: Lessons from America's Best-Run Companies, Thomas J. Peters and Robert H. Waterman Jr., 1982 because 36 companies were analyze and in my opinion it is always better to have different points of view form different sources rather than just one. I believed different sources can give mangers a more ample and better picture due to different case scenarios are analyze providing variety of examples and...
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...7 Cities Do It Yourself Auto Repair Assignment 2Week 8: Marketing Plan Part B Roderick D Williams Strayer University Marketing Management Professor Caitlyn Worner 6/1/14 7 Cities Do It Yourself Auto Repair The concept of 7 Cities Do It Yourself Garage did not derive from the passion of an individual repairing their own automobiles, it derived from finding a money saving solution to small auto repairs. Many people do not change their own oil, which is a very inexpensive preventive maintenance cost. Once you get the feel for doing your own oil changes, it will lead to you learning more about vehicle repairs and the amount of money saved in the process. This knowledge will come in handy especially during difficult economic down times, like the economy in 2008. As you learn more about at home car repairs, some required tools and equipment are not available for use in the driveway or garage. Researching a few backyard mechanics you will find the same problems. In addition, many people that rent homes and apartments are not allowed to work on automobiles on the premise, of the rental property; in the city of Norfolk it is illegal and by owner discretion in others. Roderick Williams has been a vendor at a local flea market for over 10 years and through his consumer connections, he was often asked does he know of someone that can fix this or repair that. Another vendor sells stereo equipment, but there is no one to install the equipment, especially on rainy days...
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...EFQM Excellence Model What does it mean? The EFQM is the abbreviation of European Foundation for Quality Management and is a not-for-profit membership foundation in Brussels, established in 1989 to increase the competitiveness of the European economy. The initial impetus for forming EFQM was a response to the work of W. Edwards Deming and the development of the concepts of Total Quality Management. What kind of model it is? The EQFM has a model which provides a holistic view of the organisation and it can be used to determine how different methods fit together and complement each other. The Model can therefore be used in conjunction with any number of tools, based on the needs and function of the organisation, as an overarching framework for developing sustainable excellence. There is not a specific type of companies which can participate in the competition some of the main areas we can find here are: education, energy & utilities, healthcare, IT & Technologies, Manufacturing, Material, NGO/Associations, Public Administration, Retail, Services and Transport & Logistics. But in order to become a member of this organization you must pay a fee which is based on the annual turnover of the organization Annual Turnover | Category | Standard Fee | More than 1 billion Euros | A | €11,000 | Between 100 million and 1 billion Euros | B | €5,500 | Between 5 million and 100 million Euros | C | €2,700 | Less than 5 million Euros | D | €1,350 | What...
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...This paper has focused on the Squire Hotel Group and how the application of EFQM model 2010 can be used to provide a framework for the enhancement of organizational performance. Various issues have been identified facing the Hotel group, including lack of a formal method of collecting information; the demand of beds by the tourists compared to the supply; competition and tight budgets set by the head office. It is evident that the application of the EFQM model, especially the nine criteria, will enable the company to overcome these issues and improve on its performance. This is based on the fact that some companies, especially in Europe, have made use of the model and have turned out to be successful. In order to be successful, the Squire Hotel Group should make sure that it offers proper training to the employees, develops constant enhancement processes; incorporates self assessment procedures into policy development and business planning cycles, and collects suitable data and employs it during the day to day management. However, some of the drawbacks faced during implementation encompass active commitment from senior management, development of novel skills in the organizational individuals, as well as efficient communication between the people and the management. Introduction The EFQM model 2010 is a non-rigid framework that is founded on nine principles. These criteria encompass leadership; strategy; people; partnership and resources; processes, products and services; customer...
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...IJFPSS, Vol.1, No.2, pp. 35-38, Dec, 2011 H. Darestani Quality excellence model: A review of researches in Developing countries Wan Khairuzzaman Wan Ismail1, Hassan Darestani2*, Maziar Azimzadeh Irani3 1 2 International Business School (IBS), Universiti Teknologi Malaysia (UTM), Malaysia Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia (UTM), Malaysia, 3 International Business School (IBS), Universiti Teknologi Malaysia (UTM), Malaysia dhassan2@live.utm.my (Received Nov 2011; Published Dec 2011) ABSTRACT There have been fundamental changes in management since 1950, and these changes are still affecting enterprises around the glob. Quality as the main issue of these changes has received special consideration. The European foundation for quality management (EFQM) was established in 1988 in order to achieve quality leadership and continuous improvement. EFQM is a model which is designed for all kinds of organization and with utilizing self assessment as a strategic tool helps companies to identify their weaknesses, strengths and areas of improvement. This paper reviews some of the studies conducted in developing countries about applying EFQM in enterprises with special attention to small and medium-sized enterprise (SMEs). The main purpose of this study is to find whether EFQM model have been successful in building winning and efficient organizations in developing countries. Due to the situation of global market and competitive...
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...Quality Systems for Business Excellence MT1026F Main Diet Unit 2 For 2011 Researching on Contribution of Organisation Learning that Develop Organisation Excellence by Using the European Framework for Quality Management Name: Shaun Amirthalingam 0705668 Matthew Peh Voon Yang 0805185 Boo Tong Kwong 0805183 Table of Content Title | Page Number | 1.0 Introduction | 3 | 2.0 Learning Organisation2.1 Inspiration and Motivation2.2 Empowerment2.3 Accumulating and Sharing Internal Knowledge2.4 Gathering and Integrating External Information2.5 Enabling Creativity | 4-5 | 3.0 European Foundation of Quality Management3.1 The Good of EFQM3.2 EFQM Developing Organisation Learning3.3 Limitation of Organisation Learning | 6-13 | 4.0 Conclusion | 14 | Referencing and Bibliography | 15-18 | Researching on Contribution of Organisation Learning that Develop Organisation Excellence by Using the European Framework for Quality Management 1.0 Introduction It is a huge change that has accelerated over the past few decades in the economy. During the 20th century, organisations always focused at traditional factors for production on tangible resources such as equipment, land and money. Almost every organization...
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...SQUIRE GROUP OF HOTELS CASE STUDY The Squire’s group hotel has been doing good performance wise, even though it has several issues. The rooms department is actually executing well because of the hotel becoming continuously maintained at higher occupancy levels. Nevertheless, the food and also beverage part of the hotel group is not completing the task effectively. This is certainly pointed out by the Restaurant Manager, Elizabeth Dickens, just who says the fact that she actually is compelled by higher management to lessen expenses which consequently tend to be influencing her restaurant to the level that she actually is losing customers. These are generally excellent methods of any hotel's performance. The complaints program is inadequate that makes being able to access customer fulfillment very hard, which makes it challenging to measure exactly how the company does regarding trying to keep customers pleased. The organization nevertheless is attempting to boost their own place within the market as well as continuously trying to attain a top quality associated with services, nevertheless with no real proof they are attaining these objectives via feedback through surveys or even feedback coming from customers, it is difficult to gain access to this particular apart from to state that actually they are succeeding because of the undeniable fact that occupancy at their own hotels is definitely higher. Also, Is actually the senior administration ‘away from reality’? Senior administration...
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...House No. 10, Pensionpara Road, Goswami Service, Guwahati -781003, Assam, India Date: 15-01-2014 Selection Committee, RWTH International Academy GmbH Templergraben 55 52062 Aachen, Germany Dear Sir/ Ma’am: I hope you will consider me as a strong applicant for the Masters programme in “Computer-Aided Conception and Production in Mechanical Engineering” with particular interest in mechanics and design with respect to Automobile Design which is scheduled in Winter 2014 which I identified on your website. It would be of immense pride for me to join such a program. I graduated in 2013 with a Bachelors of Engineering in Mechanical Engineering with First Class (Honours), from Royal School of Engineering & Technology, India affiliated to Gauhati University, India. I was ranked among the top five percent with a score of 78.56%. My goal is to be a foremost professional with expertise in Mechanical Engineering, Automobile Production and Process Design. My undergraduate studies of engineering mechanics, strength of material, design of machine materials & components, mechanics of material, numerical methods and manufacturing & workshop technology had exposed me to the reality and demand of my choice of career and have provided me with the rudiment, which I am optimistic this programme would enhance in achieving my goal. Moreover my undergraduate study has given me a comprehensive exposure to a wide spectrum of courses, namely, Theory of Machines, Engineering Graphics, Computational Fluid Dynamics...
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