Brand Positioning: the Lacoste's case studies
Case study - 13 pages - Fashion and ready to wear marketing
Jean Rene Lacoste was a famous French Tennis player during the early twentieth century and also a businessman. He started his own company ‘La Société Chemise Lacoste' (Lacoste, the Shirt Company) in 1933. In terms of marketing and communication the name Lacoste is well known for its...
Tupperware E-Business Strategy
Case study - 17 pages - ICT marketing
E-business is considered today, as one of the major advantages that a company can have to take over its competitors. Many of us consider e-business as a matter of selling on the web media. But e-business is more than just enlarging a channel of distribution, it is a matter of using with the...
Advertising and branding in society
Essay - 6 pages - Services marketing
While there is debate about the effectiveness of advertising in society, few can escape the reach of advertising in everyday life. In one day at Dominican University, we witness the effects of brand names and advertising in many forms. Upon walking through the doors of Caleruega, the...
Launch a new product : easy toilet cleaner (Business plan)
Business plan - 3 pages - Brand management
The aim of this business plan is to launch a new product in the market. The product is original and never created before. This business plan will explain the actions and recommendations to lead this project successfully. Hygiene is more important than ever and people always want new ways to...
Training Period Report at Issues & Answers
Internship report - 40 pages - Services marketing
My work placement as an international intern in the global Market Research company named Issues & Answers Network, allowed me to discover the Market Research field and to work in an international environment coping with different cultures. Furthermore, this work placement allowed me to discover...
Pepsi's entry into India: A well planned out strategy - publié le 09/07/2008
Case study - 6 pages - International marketing
With other Pepsi markets nearing saturation, Pepsi decided to expand its international operations into India in the late 1980s. However, even prior to entering India, Pepsi was met with strong objections by one of India's leading political parties. George Fernandes, General Secretary of the...
L'Oreal, a current-globalized firm but which remains faithful to his ruts and western values of origin though
Case study - 15 pages - Luxury marketing
Like all Asian women, I like having a very fair skin, explains a woman Chinese in front of a L'Oreal stand. With irreproachable make-up and applied fringe, this young music professor, native of the province of Shandong takes advantage of her holidays and roams the department stores of a big...
Can we explain consumer shopping habits by demographic and sociological characteristics? Example of a French city, Dijon
Case study - 68 pages - Clients and users behaviour
French people's purchasing power has always been a pre-occupation, and it remains as an important issue, in a context of fluctuations of euro currency and political reforms. French people's consumption behaviours have been strongly transformed by the structure of shopping areas, as well...
Tourism Case Study : Cabourg
Case study - 20 pages - Services marketing
The city of Cabourg, in France is a well known tourism destination from a national and international point of view. It is mainly known for its typical architecture, its beautiful sea side geographical position, its literature legacy through authors as Marcel Proust, and for its famous Romantic...
Understanding a company's capabilities is the key to a strong strategic marketing position', Anon
Text commentary - 4 pages - Marketing theories
The capacity to analyze the sources and methods of wealth creation in a company, is essential in an environment of rapid technological changes, and that which ensures a strong marketing position which allows gaining sustainable competitive advantage. It means that creation of wealth depends in...
Promotion - Channel 5
Case study - 57 pages - Luxury marketing
The new segment called 'Young and Mysterious', is a segment that presents great opportunities and potential customers for Chanel n°5. A research can help better define a message, that will appeal this segment and a medium will assure effective sales. This marketing analysis will be led,...
Nuit Blanche: Paris 2007
Presentation - 27 pages - Services marketing
In 2002, Christophe Girard, deputy major in charge of the culture suggested to Bertrand Delanoe, mayor of Paris, to create an artistic course devoted to the contemporary art for a whole night in Paris. It was imagined by Jean Blaise, the creator of the festival ‘The lit ‘(‘switched...
Lancement d'un nouveau produit : machine à pancake
Case study - 27 pages - Brand management
Document d'étude marketing complète (en anglais) sur un le projet d'un lancement d'un nouveau produit et d'une nouvelle marque. Analyse SWOT Analyse, analyse PEST, étude qualitative et étude quantitative (questionnaire), plan de financement et conclusion générale.
"Fairbus" or "Unfairbus"
Case study - 13 pages - Brand management
By the end of the 1960s, European aircraft manufacturers realized that continued competition among them could result in continued American dominance in the industry. While European airlines operated 25% of the global airliner fleet, the European aircraft manufacturers' global market share was...
The impact of negative rumors on consumers' behaviors
Essay - 27 pages - Clients and users behaviour
Mac Donald's has been one of the most famous victim of negative rumors, with the “wormburgers' scare” (Newsweek, 1977). “Wormburgers” are hamburgers made with worms-based steak. In 1977, an astonishing rumor took birth in the United States, blaming the famous hamburger firm to...
Operations and supply chain management: The case of Fermob, outdoor lounge
Case study - 9 pages - Brand management
We chose to study the supply chain of Fermob whose headquarters and factory are located in Thoissey near Belleville in Ain (half an hour North from Lyon). Fermob's mission is to design and make outdoor furniture which decorates the garden in a relaxed and convivial way. Fermob furniture has an...
Consumption, production and promotion of French and foreign wines through the world
Market study - 20 pages - International marketing
For a long time, France has been spoken of as the country of wines. Wine production and consumption is whole part of our identity and culture. Moreover, French wines benefit from a real image of quality, soil and top-of-the-range products. On the other hand, foreign wines are often perceived in...
An in-depth study of the operations of Bistro Villemanzy
Case study - 40 pages - Brand management
Bistro Villemanzy is part of the “Bistrot des Cuisiniers” group (10 Bistros located in Lyon), which itself is a part of the Leon de Lyon/ Jean-Paul Lacombe group. Bistrot des Cuisiniers is a group aiming at offering upper quality meals in a bistro way. Leon de Lyon: created in 1904,...
A general theory of entrepreneurship, the individual-opportunity nexus by Scott Andrew Shane
Essay - 15 pages - Marketing theories
Although entrepreneurship concerns a large part of the working population, contributes to the economic growth in an important way and has proved to be of interest to a great percentage of the academic world, there hasn't yet been a complete study that develops every aspect of this issue (the...
Company Web Site Analysis SNCF (Société Nationale des Chemins de Fer) (French National Railway Company)
Case study - 15 pages - Services marketing
The French National Railway Company (SNCF) is a public enterprise which operates not only in the sector of rail services for passengers and freight but also in the maintenance of the rail infrastructure owned by Réseau Ferré de France (RFF). In the age of globalization, people need to move faster...
BtoB marketing case study: Agricola
Case study - 14 pages - Services marketing
Agricola is a medium sized company, which specializes in agricultural equipment. It is also active internationally. However, Agricola does not have any knowledge in electronic and electromechanical technologies. When launching its new product, ENSILOR, the R&D department noticed that the new...
Creative approaches: DACIA
Case study - 11 pages - Automotive marketing
DACIA simply wanted to show the blatant truth to people, since this truth can be easily proven by a fact: the Logan is the cheapest car available on the market. Here, tt just requires a standard animation, followed by the final message, the price and the brand logo. The message is clear and...
Global Youth Culture - A Cross Border Market
Course material - 13 pages - International marketing
I think it may be useful to remind that however we are acting on a domestic or a global market; we always have to keep in mind that according to Wedel, M. and Kamakura, W A. (1998) an efficient segment should be: Identifiable, Sizeable, Accessible, Stable, Responsive and Actionable. Masaaki, K....
Research methodology business tourism in France
Essay - 8 pages - Tourism marketing
Welcome to the wonderful and interesting world of Business Tourism! This essay is the second step of a huge research to find solutions to questions in this market of the wider tourism industry. Meetings, incentives, conferences, exhibitions, outdoor events and individual business travels justify...
European Engineering Business Management: Easyclean by Easykitch
Case study - 197 pages - Services marketing
The enterprise Cleankitch has decided to launch the new product it has created on the market. The product is an electrical dish-wash brush. It has the innovative feature of combining an electrical system that makes the head of the brush rotate, with a system to release the dishwashing product. No...
Website evaluation : Audi
Case study - 16 pages - ICT marketing
Audi is a German car manufacturer and a part of the group Volkswagen AG. The official name of the company is Audi AG, and its registered office is located at Ingolstadt in Bavaria. The name Audi is the acronym of Auto Union Deutsche Industrie. This name also comes from Latin audi (imperative mode...
D'Light Handbag (business plan)
Business plan - 40 pages - Brand management
D'Light Company produces exclusive, fashionable handbags with unique lighting system build inside each product. The built in light makes it easier for the user to find the desired items in the handbag regardless of the outside conditions (during the night, in the dark etc.).The handbags are...
Evolution of the Halal concept: certifications and marketing possibilities
Essay - 13 pages - Brand management
Evolution of the Halal concept; certifications and marketing possibilities: The World Halal Forum took place Kuala Lumpur from May 12th to May 13th, bringing together producers, processors, manufacturers, logistics provider, retailers and others, which actually constitute an industry in their own...
Dove campain for real beauty
Case study - 21 pages - Brand management
The Dove campaign for real beauty: "Sources that are likeable or hold celebrity status are able to positively influence consumers' attitudes towards the advertisement, and the advertised brand" (Belch and Belch, 1998). This statement explains the large use of celebrities and models by the...
General Electric's product differentiation strategy
Market study - 3 pages - Services marketing
Throughout the course of its development, General Electric has undergone a number of changes. While many of the changes have been quite overwhelming for the organization—such as when Jack Welch took over in 1980 and drastically downsized the organization—the end result has been the...
