Analysis of problems encountered by the brand Drambuie
Case study - 5 pages - Brand management
According to J. Gallagher, Phil Parnell when joining Drambuie had to cope with serious marketing problems in that company. A lot of them can be quoted, but only the main will be dealt with, as some of them can't be gathered altogether. Identifying marketing problems is the first step while...
Alcopop - Case Study
Case study - 5 pages - Brand management
This study deals with the alcopop market in the UK and the opportunities for a company to expand to the French alcopop market. An alcopop is a sweet and flavoured drink, available in attractive packages full of colours with a small reference to the alcohol it contains. This beverage, which...
Social Bookmarking with the main emphasis on Digg and Delicious
Case study - 30 pages - Clients and users behaviour
The Internet is inconceivably huge. There are more than 50 million unique websites and somewhere between 30 and 60 billion unique web pages. For ages, people have been asking each other about books they might like to read. People rely on other people's opinions more than any advertisement....
The Evolution of Public Relations In South Korea
Case study - 7 pages - International marketing
The term 'Hong Bo' is used in South Korea as a substitute for the term 'public relations' and it can be described as a disseminating information in a wide coverage using mass media. 'Hong Bo' refers to publicity activities. The publicity dominates the public relations...
Political marketing of Airness in the sporting equipment market
Case study - 9 pages - Sport marketing
After the German sport brands, after the American sport brands, today there is Airness. Manamine Kone is a wonderful person with a great story. He came from nowhere. He was forced to leave his beautiful country Mali when he was very young. He has succeeded in building a large business which...
Michelin in the land of the maharajahs: case study
Case study - 4 pages - International marketing
When segmenting the (Indian tyre) market three things need to be considered; products, technologies and clients. Products in the Indian tyre market are commercial tyres, car tyres, two wheeler tyres, three wheeler tyres, agricultural tyres, off the road tyres and LCV tyres. To limit the number...
BMW case study
Case study - 5 pages - Automotive marketing
BMW was founded in 1916. The company prospered during World War I as it used to manufacture aircraft engines for the Germans. It started as a small business which has now turned into one of the most famous car companies in the world. Before establishing any opinion about the company, it is...
Le Routard - The communication campaign for 2010
Case study - 37 pages - Tourism marketing
The name 'Le Routard' might sound very familiar for all French speaking travelers. This brand is basically known for producing a large line of travel guides, and they also have a collection of clothes, shoes and accessories. In our work we will develop all the tools we need to set up a...
Creation of a new perfume for Maybelline
Market study - 28 pages - Brand management
The fragrance industry is a very competitive market with international players who have a global presence and huge financial means. The perfume market is not only competitive, but also very complex, crossed by strict regulations and low loyalty consumers. In this context, Maybelline, a worldwide...
Benchmarking on the Treasure Hunt activity
Case study - 4 pages - Brand management
To prepare for my internship, I chose to work on the incentive programs proposed by private companies and most particularly on the treasure hunts. I chose the leader in this sector, I used Google. So, I could compare different companies and different programs. The main difficulty is to find the...
Lemonade Lorina on the us market - marketing analysis
Case study - 18 pages - Brand management
We have decided to study the potential market for the French product Lorina's lemonade on the American market. The French lemonade maker has developed authentic lemonades made from spring sparkling water which is totally in line with the changing needs and behavior of customers. After being...
Marketing analysis of Oreo
Case study - 28 pages - Brand management
Everyone has a special Oreo story. Nowadays, every person has heard about the Oreo cookies, thanks to the word of mouth and the different ways of advertising through TV, magazines, internet etc. There are many theories pointing to the origin of the name ‘Oreo'. Indeed, it was taken from...
E-Books : what are the impacts of this digital evolution on the market of the edition?
Case study - 8 pages - Digital & e-marketing
In this essay we are going to study about industrial innovation in the edition sector that constitutes the development of electronic readers and transformations engendered in the market of books with the emergence of e-books which has been gaining market shares each year. Indeed, since the launch...
Projet de développement d'une boulangerie drive
Market study - 39 pages - Brand management
We want to : - Estimate the market size, - Analyse the environment, - Identify the consumers' expectations, - Know if there is a really opportunity to import this concept from USA to France, - (...)
Marketing & Innovation Business Case: ladies Taxi Service, Paris
Case study - 17 pages - Services marketing
Nowadays, women do not feel safe in the streets of Paris. In 2008, 10% to 12% of the people interrogated in Paris claimed to be worried about their security in the day-to-day life . Taxis and public transport are not an exception. Some recent events such as the murder of a young Swedish girl by a...
Innovation and Entrepreneurship: Natoora
Case study - 5 pages - Brand management
Natoora is a French company which aims to source and supply top quality foods carefully chosen by expert selectors (meat, fruits, dairy, fishmongs, drinks, vegetables etc). A top local producers' network is built in each country or city, so as to supply the consumers with fresh biological...
The thermal heat pump
Essay - 16 pages - ICT marketing
Le Comptoir Parisien du Chauffage (CPC) is a company which has been established on the French market for over 30 years. It is a company creating and selling aero thermal heat pumps in Paris and its region by itself, and in France trough partnerships. Backed by its experience and expertise, CPC...
The US airlines industry in 2002 - publié le 27/02/2010
Case study - 7 pages - International marketing
Michael Porter's famous five forces of competitive position model provide a simple perspective for assessing and analyzing the competitive strength and position of a corporation or industrial organization. Let us consider these concepts of industry analysis in the context of the US airlines...
Ethics, sustainable development and corporate social responsibility: Ben & Jerry's case study
Case study - 5 pages - Brand management
Ben & Jerry's have evolved on a growing market. This is why the influence of customers and competitors is significant. Nevertheless, these threats have do not have a huge impact on the company, because the growth enables each competitor to find its own position. Even if prices are falling in...
Session Footwear
Market study - 15 pages - Sport marketing
In the world of surfing and wakeboarding or other water sport activities, it is essential to provide athletes with high quality footwear that is comfortable, stylish and made to last. Session Footwear does exactly that. We are a thriving young company operating out of San Diego, California with a...
Integrated marketing communications plan: Outline of the new Samsung Dualview ST550 Camera
Case study - 24 pages - ICT marketing
For my IMC Plan I decided to focus on a new product, the new dual view digital camera of Samsun, the ST550. I will present some figures on the French market of digital cameras. According to Mr. Marc Héraud, secretary-general of the trade union dedicated to the companies of picture, and...
IKEA in China
Case study - 14 pages - International marketing
Managing across cultures is a priority for companies that pursue an internationalization strategy. The case of the Swedish furniture company IKEA illustrates the complexity of this process. The Swedish company IKEA, which pioneered flat-pack design furniture at affordable prices,is the...
Wal-Mart - A leader in the retail industry
Case study - 8 pages - Distribution marketing
The situation of WalMart, leader in the retail industry, can first be examined through a SWOT analysis which will allow us to determine the strengths, weaknesses, opportunities and threats of the market. Concerning this internal analysis, we notice various strengths of the market: Sam...
Michelin's position in the industry
Case study - 6 pages - Automotive marketing
Michelin's position in the industry is impressive. Michelin is the leader of the tire industry on the global market and the second one compared to Bridgestone so it takes part of the three market leaders with Goodyear at the third position. To become one of the biggest companies, Michelin...
The mobile phone industry focusing on innovations
Market study - 11 pages - ICT marketing
Since the launch of public cellular mobile communication in late 1970s the mobile phone industry has shown radical changes and an increasing structural complexity creating new opportunities and new challenges both for infrastructure and service providers and for costumers. In the beginning the...
Procter and Gamble
Case study - 8 pages - Brand management
Procter & Gamble was founded in the United States in 1837. The company prospered during the 19th century and is now the world's biggest manufacturer of packaged consumer goods and a global leader in six main categories: laundry and cleaning (detergents), paper goods (toilet paper), beauty...
A start Up of public omnibus boat in Lyon City
Case study - 8 pages - Services marketing
My line of business is public transport and my goal is to launch the phenomenon of the public collective boat in Lyon in bringing another alternative of public transport in Lyon after the underground, the bus, the tramway and finally the vélo'v (free access to rent bicycles). This concept is...
The French aerospace sector
Market study - 6 pages - ICT marketing
Each country tries to realize a comparative advantage in a sector and also to have the benefit of producing goods. In the past, at the earliest of capitalism, Ricardo explained this comparative advantage with two main factors, the natural resources and the labor force. Nowadays, in a world...
The Club Med's strategies of growth
Essay - 3 pages - Tourism marketing
The Club Méditerranée is a French firm of services created in April 1950, which markets travel and leisure products under the name Club Med. Its logo represents a trident, Poseidon's attribute, and the symbol of his seas. Domination: The group's activities are the largest in the area....
E-business : strategies of 3 companies (Ryanair, Tupperware and Warner music group)
Case study - 7 pages - Digital & e-marketing
E-business permits a new form of business that allows clients to get information and make purchases through the Internet. It is also considered as one of the major advantages that a company can have over its competitors today. During the seminar, we analyzed different cases with different...
