...Andrew Jun Strategic Marketing 1/28/13 Marketing Strategy Report Chipotle’s expansion to China is fueled by a potentially large customer base stemming from a high urban population. Currently, there exists no “authentic” Mexican-Hispanic cuisine in China’s largest cities (Shanghai, Beijing, Guangzhou), and much of the population has never tasted Mexican food. We believe the opportunity to commercialize Chipotle in China will lead to a large success because we understand that most consumers want to experience different things, and our menu provides just that. Virtually all cuisine is Chinese, so many consumers will take a natural interest in our restaurants. This curiosity will serve as our initial marketing strategy to bring in customers. Needs: food, beverages, dining Wants: special cuisine that is distinctive from most/all other restaurants Demands: Quality food, service, and buying power To ensure Chipotle’s future in China, our marketing strategy will be customer driven and include geographic, demographic and psychographic segmentation. To explain further, China’s high urban populations will be our target markets because there will be more acceptance and willingness to dine at a Chipotle-style restaurant. Outside expansion will not be viable for Chipotle, so we will work specifically in those geographic locations. Initially, we will target the younger population, ages 10 to 35 because this age group will not oppose traditional Chinese cuisine and will be willing...
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...Undergraduate Programmes MKT306 Marketing Strategy Assignment February 2009/10 Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your assignments must be handed in to the University of Sunderland Learning Resource Centre with an accurately and clearly completed Assignment Cover Sheet. Learning Outcomes Assessed: Upon successful completion of this module, students will be able to: • Knowledge 1. Explain the nature of marketing strategy and its significance for the organisation 2. Assess the drivers and factors affecting the choice of marketing strategies 3. Evaluate appropriate models and techniques that aid the strategic marketing process 4. Analyse contemporary marketing issues and problems in a strategic context • Skills 1. Apply research skills 2. Demonstrate interpreting advanced information and marketing data handling skills 3. Assess communications skills to develop effective relationship marketing Title: Individual report Weighting: 100% Module Assessor: Stephen Storey Issue Date: February 2010 Hand-in Deadline: 2.00pm Monday 17th May 2010 Word Count: 2500 - 3000 + Appendices Task This assignment is a single report in two parts. (As a guide only; each part should form approximately half of the final report) a) Investigation and analysis ...
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...PHAN KHOI KHOI | Module Code: MKT_ 306 | Module Name / Title: Marketing Strategy | Centre / College: UTE Ho Chi Minh, Vietnam | Due Date: 10 October 2014 | Hand in Date: 10 October 2014 | Assignment Title: DEVELOPING MARKETING STRATEGY FOR ACB’s CREDIT IN VIETNAM MARKET | Students Signature: (you must sign this declaring that it is all your own work and all sources of information have been referenced)PHAN KHOI KHOI | Marketing Strategy MKT – 306 Assignment Guide – 2014 -15 Module Leader: Karen Wharton Email: Karen.wharton@sunderland.ac.uk Please read all instructions and information carefully. You are required to submit your work under the University Infringement of Assessment Regulations. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet, and an electronic copy on CD in an envelope [hole punched or safely secured into your plastic file or assignment wallet]. Please do not include a plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope. All your assignments must be submitted in conjunction with a Turnitin© report (only if your centre provides the facility). You will need to achieve an overall mark of 40% in order to successfully complete this module. Karen Wharton Module Leader - MKT 306 Mode of Assessment: | Individual Report | Weighting: | 100% | Module Assessor: | Karen Wharton | ...
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...Defining Marketing April E. Newsom University of Phoenix March 19, 2012 Introduction Good marketing is the key reason organizations are successful. This report will go over three definitions of marketing. The first will be my personal definition, and there will be two other sources for their definition of marketing. The next part will be the explanation of why marketing is important for organizational success. Finally the paper will give a few examples to explain the importance of marketing. Personal definition of marketing and definitions from two different sources for marketing My personal definition of marketing is the strategy an organization uses to sell their products. There is much involved in coming up with a marketing plan for organizations, such as the best form of advertising and how to present a product so the customers will want to purchase this product instead of someone else’s. First definition, according to one article from the electronic readings for this week, marketing includes the activities of all those engaged in the transfer of goods from producer to consumer, not only those who buy and sell directly, wholesale, and retail but also those who develop, warehouse, transport, insure, finance, or promote the product, or otherwise have a hand in the process of transfer (Marketing, 2008). Second definition, marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing...
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...McBride Marketing Paper BSA/310 Jessie Nightingale McBride Marketing Paper After studying the business McBride financial services, it is evident there's a lot of marketing that can be done and tools used that will increase the company's visual presence and in turn increase mcBride's customers database. Lets first look at the facts and position that the company is in currently. Who is McBride? They are a regional mortgage lending company that specializes in conventional FHA and VA loans for new homeowners buying and homeowners that want to refinance their homes. The headquarters is conveniently located in Boise Idaho. One of their goals is to expand their operations to Wyoming, Montana, North Dakota and South Dakota. McBride's target markets are as follows: 1. Families and/or individuals purchasing recreational properties. 2. Professionals that are either buying a primary or secondary residents. 3. Retirees that are buying a primary or secondary residence. While targeting these markets McBride's business philosophy is, " Our customers will receive the most efficient and effective processing of mortgage application form from inception to close." McBride is a very aggressive business seeking to break even financially within six months of being in operation this is key because they want to become profitable within a year of operating. McBride also has a goal of establishing themselves in five different states. Although these goals are aggressive they can...
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...The Wharton School University of Pennsylvania Marketing 777 MARKETING STRATEGY Professor: George S. Day, Suite 700 JMHH, Telephone: 215 898 8245 Email: dayg@wharton.upenn.edu Administrative Mary Donegan Assistant: Suite 700 JMHH Telephone: 215 898 2104 Email: mdonegan@wharton.upenn.edu Office Hours: By appointment Web Café Address: http://webcafe.wharton.upenn.edu/eRoom/mktg/777c Class Schedule: Monday and Wednesday 9:00am – 10:20am 10:30am – 12:00 noon Introduction This course views marketing as both a general management responsibility and an orientation of an organization. Relatively less attention will be given to the specific activities of the marketing department, sales group, or advertising function in implementing strategic decisions. We will take the viewpoint of the general manager and the senior marketing executive to address the issues of: ➢ Formulating segmentation and focus strategies ➢ Understanding, attracting and keeping valuable customers ➢ Positioning the business to achieve an advantage over competitors ➢ Identifying and exploiting growth opportunities ➢ Allocating resources across businesses and segments ➢ Managing the channels for gaining access to the served markets, and ➢ Aligning the organization to changing market requirements. The course will use a mix of cases, lecture/discussion, outside speakers, and group...
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...Running head: KRISPY KREME DOUGHNUTS, INC.: A CASE ANALYSIS Krispy Kreme Doughnuts, Inc.: A Case Analysis Presented to By October 09, 2009 Table of Contents II. Table of Contents 2 III. Executive Summary 3 IV. Situational Analysis 5 A. Environment 5 B. Industry Analysis 5 C. The Organization 7 D. The Marketing Strategy 9 V. Problems Found in Situational Analysis 10 A. Statement of primary problem. 10 B. Statement of secondary problem 12 C. Statement of tertiary problem. 13 VI. Formulate, evaluate, and record alternative course(s) of action 14 A. Strategic Alternative 1 14 1. Benefits 14 2. Costs 15 B. Strategic Alternative 2 16 1. Benefits 16 2. Costs 19 C. Strategic Alternative 3 19 1. Benefits 19 2. Costs 21 VII. Selection of Strategic Alternative and Implementation 22 A. Statement of Selected Strategy 22 B. Justification of Selected Strategy 23 C. Description of the implementation of strategy. 23 VIII. Summary 28 IX. Appendices 29 A. Financial Analysis and Selected Tables 29 B. Reference List 32 Executive Summary Krispy Kreme Doughnuts, Inc., began as a family-owned business back in 1937, as an expansion of a pre-existing business, when Vernon Rudolph purchased a doughnut shop along with the now-famous secret recipe for making yeast-raised doughnuts. His doughnuts, which he delivered to grocery stores in the Winston-Salem, North Carolina area, quickly became...
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...FINAL GROUP REPORT ON “RADHUNI” [pic] Letter of Transmittal 27th April, 2010 Sumon, Stanley Rodrick The course teacher Principle of management American International University Bangladesh Banani, Dhaka-1213. Subject: Submission of report. Dear Sir, It is our great pleasure to put forward this report that you assigned us on “A study on a Brand” which is the “RADHUNI”. We have tried our best to bring about our research objective effectively. Under your supervision we have completed our respective job. In our observation we tried to find out the present situation and try to present in our report. By doing this report we have learned many things that will help us in the future. This is a real life report so that we will always be available for any supplementary that may oblige. We are giving you thanks again for giving us a chance to present a report to you and hope it will positively help us. Yours Sincerely, • Roy,Supta • Siju,Mariyam Akhter • Shanta,Sharmin Shahin • Ahmed,Salvana • Chowdhury,Farzana Mustafa Acknowledgement i) Acknowledgement: First of all we would like to thank the Almighty for giving us the time, patience, energy and will power to finish this assignment. Then we would like to thank our course instructor Mr. Sumon, Stanley Rodrick for making us do this assignment...
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...comcast marketing strengths are a. variety of services Why do you think that’s true? Comcast does more than phones – internet services and movies, for example. What company should do? Continue to build upon preexisting services to offer more. b. name recognition - nation’s largest cable provider, with over 21 million video subscribers Why do you think that’s true? Annual report demonstrates customer base. What company should do? Advertise and extend into areas it does not presently cover. Two major marketing weaknesses c. Low percentage of phone subscribers Why do you think that’s true? Annual report demonstrates that the bulk of customers are internet/cable. What company should do? Try to get these customers interested in phone services too. d. high franchise feeds. Why do you think that’s true? It’s a high cost to Comcast to rent other company’s lines. What company should do? Negotiate better line cost rental charges, perhaps by exchanging services. Two major marketing opportunities e. On demand movie services from Comcast Why do you think that’s true? It’s a new service that’s associated with cable. What company should do? Press greater marketing initiatives to advertise this service. f. combined phone/dsl packages that include Comcast digital voice. Why do you think that’s true? Annual report. What...
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...Bunting Increasing Burger King's Sales Through the Use of More Effective Marketing Strategies Marketing 201W Feedback To: Burger King's Marketing Department From: Dawn Bunting As marketers we know that wherever there is a Burger King restaurant, down the block we see a Mcdonald's restaurant—Burger King's biggest competitor. With the economy in a slump and “eating healthy” as the new trend, Mcdonald's isn't the only competitor. Subways, the “brown paper bag” lunch, 7-Elevens, and even vending machines have taken a large portion of Burger King's potential customers. Therefore, the challenge that Burger King faces is retaining its target market group and luring in other types of consumers, in order to hold its ground, while its competition tries to do the same (DataMonitor, 2010). The most notable problem, among the many that are to be mentioned here, is the current trends with its target market—18 to 34 year-old males. According to Mintel Reports, as of 2007, men, ages 18 to 24, spend 7.3% of their income on “food away from home” and men, ages 25 to 34, spend 6.0%—percentages that seem relatively high when compared to older males (Mintel Reports, 2007). Although the numbers seem pretty favorable, Burger King fails to cater to, and focus, on women. Studies have shown that fast food is one of the four most frequently purchased items by women, ages 18 to 34 (Mintel Reports, 2008). Furthermore, studies have shown that 70% of all women made six...
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...Marketing Plan Greenpeace Project Group 2 Greenpeace Project Coach: Study Year : Date of Marketing Plan: Helen de Haan 2010-2011 Feb-instroom, term 2, project 2 31-05-2010 1 Preface This marketing plan provides a comprehensive strategic plan for the NGO Greenpeace. It is aimed for Executive Managers and those who will conduct supervision of the implementation of this marketing plan. The marketing plan does not focus on technical issues, but rather examines basic principals concerning the internal- and external environment, strategy execution and the result realized after execution. To reinforce the purpose and profitable outcome of the marketing plan, there are, throughout this manuscript, numerous illustrative extracts with commentary, including company reports and other sources. Throughout the text some marketing- and financial terminology is used, for this reason foreknowledge of marketing and finance will be essential in understanding the analysis used in this manuscript and the true purpose of the strategic plan. Topics in the manuscript follow a logical coherent order. In part 1; general information about the internal- and external environment of Greenpeace is given, correctly identifying potential internal- and external threats and opportunities that may be in effect. After an exhaustive and thorough analysis, the information collected will be instrumental in conjuring up an efficient and effective marketing strategy which is clearly laid out in Part 2; “Marketing...
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...Many experts believe that marketing is the most important function in a company. Discuss the reasons this is a true statement. Discuss the reasons this is not a true statement. Marketing is critical in that it is the clearest direct intentional connection between the culture built around a product, service, or firm and a potential customer. In a market-directed economy, where the dollar “vote” decides, marketing is the campaigning for those votes (FIT, 2012). Target Corporation has thrived on a very successful marketing strategy that has a keen understanding of their customers and an ability to reach them, delivering what they want (before they even know that they want it). Their annual report defines their customer profile as: • Median age of 40 • Median household income of approx. $64K • Approximately 43% have children at home • About 57% have completed college (investor.target.com) “Expect More. Pay Less” clearly sets the (marketing) stage. Target is well-known for market strategy that partners with current designers (like Jason Wu, Stella McCartney, Converse) and artists (like Taylor Swift, Michael Buble and Tony Bennett) to deliver limited-time offers that drive customer demand and interest and media buzz. Target recently partnered with Justin Timberlake to offer two exclusive recordings and appearances aligned with his recent album release. Even television viewers accustomed to ad-skipping have doubtless caught the latest Target commercial promoting Justin...
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...CASE STUDY: MCDONALD’S Executive summary This case study looks to evaluate marketing within McDonald’s and will look into how it has affected McDonald’s in terms of its position within the market. Through research, a positive correlation has been revealed between how successful a company operates and how committed they are in terms of customer focus and its marketing strategy (Kloter and Armstrong, 2010). This study will demonstrate how McDonald’s marketing strategy has helped render the company a global success. This is shown through the SWOT analysis. This study has found that the pivotal ingredient in this company is the unique and effective marketing strategy. Also to be credited was that the strategy showed that there were areas which could potentially disrupt the current rate of success (in terms of monetary results) If they are not rectified. A recommendation could be to increase the amount of ‘Healthy foods’ McDonald’s currently offer, to do so McDonalds would need to invest more in their product segment of the marketing mix. Introduction In many cases a company does not become successful overnight. There are a number of key ingredients which need to be focused on, in order to achieve its potential. An important part of this is the ‘marketing strategy’. The majority of successful firms invest large sums of capital and time into tailoring their strategy focusing on the potential changes in customer levels, rivals and the environment (Bradley, 2005). McDonald’s currently...
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...Scenario: As the VP of Marketing for Canadian Golf Tours Inc, you have been notified that membership numbers are not meeting expectations, notably the GTA Amateur Tour. The President has asked you to prepare a plan of action to increase participation in the GTA Amateur Tour. You must present these ideas to the President of the company and persuade him to proceed with the new marketing strategy. Memorandum The GTA Amateur Tour was created to offer everyday golfers the opportunity to test themselves in a friendly but competitive arena. As a growing industry in the Entertainment/Sports Sector, the game of golf has attracted similar Tours that offer the same “competitive” opportunities for the recreational golfer. With Golf Town Amateur Tour as its main opponent, Canadian Golf Tours needs to re-market the GTA Amateur Tour to increase our membership and remain competitive in a growing industry. By increasing our membership and targeting new demographics, we can surpass our biggest competitor and begin to see significant revenue increases. The historical image of golf has always been one of prestige. The game is played mostly on the honour system and is rooted in strong values such as respect, responsibility and class. Our current membership consists of a wide variety of individuals of different classes and professions. Because of the location of the GTA Amateur Tour; elegant golf courses in exclusive districts of the GTA) it is important to develop a better image for the...
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...(BP, 2010). Their ‘beyond petroleum’ tagline featured BP as a company that was concerned with the environment and its corporate social responsibility (CSR). BP’s Director of Business ethics outlined their commitment to ‘being ethical’, which included respect for human rights, avoiding harm to people and the environment , avoiding conflicts of loyalty and interest. (Broome 2003). However, as a result of the oil spill in the Gulf of Mexico in 2010, BP’s ethics policy have been placed under extreme scrutiny, exposing them as a company whose marketing strategies is misaligned to their actions. This article looks at BP’s global ethical position with regards to their exploration in the gulf oilfields. It takes a further look at the implication that it caused to their branding and marketing strategies and suggests what marketing strategies they should adopt in order to move forward and regain sustainable competitive advantage. One of BP’s strategies is to create value for shareholders by producing energy in a way that is affordable and doesn’t damage the environment. (BP, 1999-2010). This was evidenced in their acquisition and investing in Solarex (after merging with Amoco) in 1999 which made them the largest producer of solar panels then (BP 1999). This positioned BP as being a global leader who was really concerned about renewable energy and cleaner petroleum. From all...
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