...mainly the UK market, occasionally reaching European destinations. I would like to take over from Mum upgrading my career into a more marketing venture, trying to use my skills in Spanish to conquer Spanish market, with the view to taking over the administration and marketing side from my mother. I have noticed that the European trade is easy to acquire if you can show good communication relations and offer some kind of technical support. Especially, if there is a research element to the equipment order. Some clients are university clients and surveyors wanting to check the ground for which they are building on. I am good on computers and can already do administration. I can foresee myself taking on the marketing side and concerntrating on trying to see where the big projects are happening in Spain which will require the equipment. I will get hold of project managers and site addresses, sending a business card with a sheet of information about the equipment. This table compares foreign workers output compared to Germans. I speak good German from school and I have noticed a trend in more efficient workers means greater demand for equipment, because often finances are more in order with less waste, allowing more money to order our equipment. Page 92 Leadership: Limit and Possibilities by Keith Grint I think these countries could potentially create a small demand market for the equipment so I must bear in mind that France and Belgian could be potential target markets for the equipment...
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...and expansion of organizations. It is the science of formulating and achieving short-term and long-term objectives. Kellogg’s business strategies involve the following: • Product Innovation, strengthening its target market and accelerating growth • Global expansion of convenience foods/snacks • Sustainable Growth: Environment • Foster a work environment with a talented and dedicated workforce • Be a trusted provider of great tasting, safe and high quality products to consumers • Promote corporate responsibility to communities • Reinforce the idea of healthy lifestyle for population Product Innovation, strengthening its target market and accelerating growth The Main strategy for any company is product innovation, strengthening its target markets and accelerating the rate at which it grows. The tactics Kellogg’s uses to achieve these objectives are introducing new premium line of cereals which are favourable to the community needs and also investing heavily in research and brand building. Global expansion of convenience foods/snacks Kellogg’s strategy for global expansion into new food markets include increasing their penetration into new distribution channels. They also focus on strengthening their brand image as this makes foray into new global markets easier. Sustainable Growth: Environment One of Kellogg’s main strategies is to protect and conserve natural resources. It wants to build an understanding of sustainable agriculture practices. The tactics it uses...
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...Zara’s Booming Business Worldwide Zara being one of the worlds most well know fast retailers, has to do a lot to stay relevant, and get people shopping in their stores. With their fast paced supply chain making them a fast retailer who keeps low inventory, they are able to keep up with the newest trends. However to keep people coming back they have to be creative and come up with new ways to market their product. They have to come up with a sustainable competitive advantage, segment their target market for growth opportunities, different process for different countries, and finally make sure they have enough financial resources. With this innovative business model, Zara creates value for their customers and generates profit for their company. When it comes to creating a sustainable competitive advantage, Zara has to tools. First and foremost, they have a very fast production speed for which products are produced and distributed. Zara’s success comes from stocking their clothes in a limited quantity, then not replacing collections. Their customers know that if the product is sold out, there is no second chance to buy. This makes their consumers buy the product right when they see it, afraid that it may sell out or they may not find it at another time. “With Zara, you know that if you don’t buy it, right then and there, within 11 days the entire stock will change. You buy it now or never. And because the prices are so low, you buy it now”, says Masoud Golsorkhi, the...
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...expansion location. Polaris believes that a location in South West Europe will give us access to a broad market that includes countries such as Spain, Portugal, Greece, Italy, Croatia, Germany, France, Belgium, and Switzerland. Our objective is to create an entry point into our target market, in which we can import our pre-manufactured parts directly to a Polaris owned assembly plant. This will then allow Polaris to either distribute our products to third party retailers or set up our own store fronts. Currently only 14-16% of Polaris’ sales are made in regions outside of the United States and Canada. With more local position, we expect to increase our international presence and sales in a more competitive level with other retailers and in order to accomplish this goal, we will be utilizing a multiple port plan to reduce shipping times to our customers. A reduction in shipping time will allow us to produce a greater quantity of product, thus expanding our European market share. In 2013, we reported sales of 3.8 billion dollars. As a company we are projecting that by 2020, we will have reached an annual earnings of 8 billion dollars worth of sales. Given those numbers we are targeting an area we believe has great growth potential. As a company it is also our goal to acquire 2 billion dollars worth of new markets by year 2020, allowing us to create new partnerships in our target markets. At the end of 2014, Polaris reported that sales in Europe, the Middle East, and Africa combined saw...
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...Marketing Tom’s shoes and the One-for-One model Elizabeth Cardamone June, 2014 Abstract The main product that has created a distinction for Tom’s shoes in the business world is the alpargata, a shoe worn by Argentine farmers since the 16th century when they arrived from Spain. The alpargata became known as “the common man” shoe due its comfortable nature and inexpensive price (Kat, 2012). The shoe’s sole is made of rubber or fiber threads like hemp and features a canvas top for breathability. When Toms began in 2006 by founder Blake Mycoskie, he was in Argentina when he learned about this particular shoe. Many people could not afford shoes but the ones that could wore them to protect their feet from a foot fungus known as Podoconiosis or “Mossy foot.” According to the World Health Organization this foot disease is characterized by a large swelling of the legs and feet making it impossible for people to walk or carry out daily activities (2014). Tom’s classic shoe is the backbone for continued success and in order to sell the alpargata in the U.S it was improved upon with a more durable sole and offers a variety of colors and themes for a modernized market. However, what distinguishes Tom’s from the competitors is not just a newer version of a historic shoe but the business model it is built on. Blake Mycoskie was emotionally determined to give back to people who could not afford shoes after being in Argentina and with that, the one-for-one model was born. With every pair...
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...1. What is the problem? Pasta consumption in Spain is below other countries (4 kilos/person, Italians consume 25 kilos/person) and has also dropped (-2% in 1990). Underlying hypothesis is that consumption could be doubled with marginal effort. 2. How would you conduct the research? (sampling, research approach, metholodology, etc) Objective: Conduct comprehensive research to understand needs and wants of Spanish consumer. Ultimate aim is to determine if there is a business opportunity to increase pasta supply by promoting incremental demand. Steps and Approach: a. Qualitative Research – to properly define the hypothesis. a. Focus groups with customer. i. Target: different gender and age groups b. In depth interviews with customers ii. Individual sessions, different gender and age groups iii. Focus on households/women as they dictate food buying decisions c. In-depth interviews with chefs and restaurant owners (the are close to customers and their taste/preferences) iv. Target: Spanish food, international cuisine, Italian restaurants d. Product Sampling – Taste testing v. Taste all 3 pasta types 1. Plain, filled, composite b. Quantitative Research – to test the hypothesis and develop alternate solutions. Develop a good sample group. e. Personal Survey/questionnaire, vi. At: Small supermarkets, Large supermarkets, Restaurants vii. Type...
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...opportunities that comes with globalisation. After more than a decade of expansion, Amazon’s international operations accounted for about 43 per cent of its revenue, bringing in $26.28 billion in 2012. This shows the significance of targeting the international markets. However, entry into foreign market does not come without risks and costs that resulted from barriers created by distance. The CAGE Framework of distance by Ghemawat explained distance as 4 main attributes – Cultural, Administrative, Geographic, Economic.1 To address these risks and costs, it is crucial to first assess the extent and type of differences between the USA market and the United Kingdom market. Amazon’s entry into United Kingdom (UK) can be attributed to minimal distance and various similarities, which allowed Amazon to significantly reduce risks and costs. Primarily, the UK market has a lot of similarities to the US market in terms of cultural, administrative and economic distance. UK has the second most number of native English speakers (60 million), after US (231 million), and is also the place where English was first spoken. Since books were the primary products sold by Amazon, the similarity in language made it extremely ideal for Amazon to target the UK market. Moreover, the GDP Per Capita of US and UK were not significantly different, with US having a GDP Per Capita of $32,949 and UK’s GDP Per Capita being $26,144 in 1998. Gini Index, unemployment rates and inflation rates of UK and US also showed minimal...
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...services. The founders of Company are Mr.John and Mr. Paul, they have great experience on manage different kind of companies in USA and Spain and they are passionate about water activities. A real opportunity exists for two reasons: 1. Tourism Industry in Belize contributes from 18% to 25% estimated of the total GDP and accounts for about 28% percentage of total employment (Source: Belize Tourist Board) and also is a growing industry (2% annually average, Source: Statistical Institute of Belize). 2. There are no providers in Island of high quality and special necessities boat trips to upscale clients. All companies that provide water activities appeal to a lower income client. Companies that appeal to a wealthier clientele generally provide "soft" packages and all of them forget about an important segment: people with disabilities that need a specially equipped boat for them to enjoy like any other kind of customers. The company's target customers are high income, tourists and residents interested in water activities and looking for a gourmet experience at the sea. COMPANY's target market is an exploitable niche and our service is differentiated. COMPANY's target market members will have similar activity interests, more disposable income and less sensitivity to price. COMPANY will price its services at the top of the market due to we will provide a luxury service with prestige value. Service will be priced based upon competitor prices and the value added of...
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...Marketing Tom’s shoes and the One-for-One model Elizabeth Cardamone June, 2014 Abstract The main product that has created a distinction for Tom’s shoes in the business world is the alpargata, a shoe worn by Argentine farmers since the 16th century when they arrived from Spain. The alpargata became known as “the common man” shoe due its comfortable nature and inexpensive price (Kat, 2012). The shoe’s sole is made of rubber or fiber threads like hemp and features a canvas top for breathability. When Toms began in 2006 by founder Blake Mycoskie, he was in Argentina when he learned about this particular shoe. Many people could not afford shoes but the ones that could wore them to protect their feet from a foot fungus known as Podoconiosis or “Mossy foot.” According to the World Health Organization this foot disease is characterized by a large swelling of the legs and feet making it impossible for people to walk or carry out daily activities (2014). Tom’s classic shoe is the backbone for continued success and in order to sell the alpargata in the U.S it was improved upon with a more durable sole and offers a variety of colors and themes for a modernized market. However, what distinguishes Tom’s from the competitors is not just a newer version of a historic shoe but the business model it is built on. Blake Mycoskie was emotionally determined to give back to people who could not afford shoes after being in Argentina and with that, the one-for-one model was born. With every pair...
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...ADVOCACY ADVERTISING I. EXECUTIVE SUMMARY 4 II. SITUATION ANALYSIS 4 A. Industry Study: 4 1. Composition/Size/Market Segments 4 Small and Medium Scale Enterprises 4 Microenterprises 5 2. Current Situation 6 a) Microenterprises 7 b) Small Scale Businesses 7 c) Medium-Sized Businesses 7 3. Similar Campaigns 8 a) “Made In” vs. “Product Of” vs. “Owned by” (Australia & South Africa) 8 b) Buy Philippine Made Movement, Inc. 9 c) Seal of Excellence 9 d) Action Plan 10 4. Market Study 10 a) Colonial Mentality 10 b) Products Consumed 11 B. Definition of Issues 13 1. Philippine Made 13 2. Patronization of Philippine Made Products 15 3. Perceptions on Campaigns for Philippine Made 16 C. Position of Advocate 18 1. Mission and Vision: 18 2. Resources: 18 3. Competition: 19 4. SWOT Matrix: 19 5. TOWS 20 III. DEFINITION 22 A. Identification of Target Market 22 1. Primary: Youth 22 2. Secondary: Yuppie 24 B. Target Publics 24 C. Recipients 24 D. Product 25 IV. GOALS AND OBJECTIVES 25 A. Short term 25 B. Medium term 25 C. Long term 25 V. MARKETING MIX 25 A. Market Targeting 25 1. Size of the New Market 25 2. Demographic Characteristics 26 3. Psychographic Characteristics 26 4. Behavioral Characteristics 27 Primary Research Data 28 B. Product 30 C. Sales and Distribution Program (Please...
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...Table of contents 1. 2. Summary ........................................................................................................................................ 1 Introduction ................................................................................................................................... 3 2.1 Delimitation ............................................................................................................................................. 4 2.2 Method .................................................................................................................................................... 4 3. Defining a target audience .............................................................................................................. 5 3.1 Market segmentation .............................................................................................................................. 6 3.2 Demographic segmentation .................................................................................................................... 7 3.2.1 Age and life-cycle segmentation....................................................................................................... 7 3.2.2 Gender segmentation ....................................................................................................................... 8 3.2.3 Income segmentation ....................................................................................................
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...Market Segmentation - A framework for determining the right target customers BA-thesis May 2010 By Nynne Larsen Supervisor: Mariette Ulbæk Aarhus School of Business Table of contents 1. 2. Summary ........................................................................................................................................ 1 Introduction ................................................................................................................................... 3 2.1 Delimitation ............................................................................................................................................. 4 2.2 Method .................................................................................................................................................... 4 3. Defining a target audience .............................................................................................................. 5 3.1 Market segmentation .............................................................................................................................. 6 3.2 Demographic segmentation .................................................................................................................... 7 3.2.1 Age and life-cycle segmentation....................................................................................................... 7 3.2.2 Gender segmentation ..........................................................................
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...SEGMENTATION FOR PERODUA ALZA. Market segmentation is the division of market into small segments in order to make marketing easier and avoid the waste of resources. Segmentation helps the company to know their target customer before making a decision to market their products. In automobile industry, for example the Perodua Alza, the company can use the demographic segmentation strategies to identify their potential customer. Under the demographic segmentation, Perodua Alza can be segmented to customer income, family size, and age. Perodua Alza is mainly for average income potential buyer who needs an MPV to fit a big family members with low budget and monthly payment. Besides that, Perodua Alza also suitable for the customer with social lifestyle, such as, going out or in vacation with family members which is 5 until 7 person. No more regret or offense because have to stay while the others be on a holidays. Perodua Alza mainly bought by a customer in the middle age between 30 to 50 years old and married due to family size. Young people not very interested with Alza because they tend to choose a car which suit their wild, young and free personality such as ferrari Using a psycographic segmentation, Perodua targeting Alza to customer based on their attitudes, values and lifestyle. Potential customer who’s always hang out with friend also can be a target customer because their active lifestyle such as camping, tend to make them choose the convenient and more ample space car...
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...Europe in year 1969 as a single perfume shop. * Through a series of expansion, Sephora was able to operate 54 stores by mid-90 and represent 8% of total French retail perfume market. * The product mix for Sephora was wide range of cosmetic, fragrance, hair and skin care products. * After Sephora was acquired by LVMH, the company continued its expansion and entered the U.S market by opening a store in New York in the year 1998. * Initial reaction by big brands in U.S was Luke warm and thus Sephora had to rely on less well known brands to fill its shelves. * Some of the operational consistencies across all its stores were hiring noncommissioned employees to guide consumers and answer questions, maintain similar “look and feel” and play combination of pop and alternative music to create fun, party atmosphere. * Sephora earned the reputation of having vibrant stores that encouraged trial and experimentation. * By 2010, Sephora operated in 23 countries and had nearly 1000 stores. Approximately, 45% of these stores were in U.S and Canada. * Sephora’s alliance with JC Penny in 2006 was the reason Sephora had more than 200 stores in U.S were located within JC Penny location. * Through its stores, Sephora offered 288 brands representing over 20,000 products. * The target market for Sephora was 25-35 year old women, as this age group had an aspirational element attached to it. * In terms of the competition, Sephora competed against department stores...
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...serving the adult female audience in the United States. In addition, the Company has extended its media and marketing platform around the Globe, through acquisitions and strategic licensing relationships. The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and positioning. The uniqueness of this corporation is that they correctly identified the target audience, namely the female part of the Population. Their success lies in the fact that issuing journals and books, they were able to pinpoint the needs and desires of women. With 30 million readers Meredith has 14 magazines and more than 200 special interest publications. Among the Meredith magazines there are those for which that corporation is known. These magazines are Better Homes and Gardens, Family Circle, and Ladies’ Home Journal. By focusing on core categories of home, family, and personal development, Meredith has developed a product mix designed to meet various needs of women. 1. Main variables that Meredith has focused on to segment its markets. Meredith Corp. uses a combination of decision trees, linear and logistic regression, and other data-mining techniques to segment customers on the database,...
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