The logan's Renault
Case study - 24 pages - Automotive marketing
In this report, we will analyze a very strong competitive company in order to identify the factors behind the success of its products. We decided to choose the Logan of Renault. This choice stems from the desire to present a French car and to examine the launch of a new concept car from its...
Stella Artois : marque globale d'Interbrew
Case study - 19 pages - Brand management
Dossier présentant le groupe Interbrew (Stella Artois) et sa stratégie de "marques globales", à travers les 4P (product/price/place/promotion) ; une présentation est donnée du "brand portfolio" et du "groth path matrix" ; puis une seconde partie est consacrée à une proposition différente de...
Market Research: The launch of a hybrid diesel engine by PSA group
Case study - 4 pages - Automotive marketing
In 2004, Toyota launched a hybrid car: Prius. The principle of this car is the addition of an electric motor to the traditional petrol engine. The objective is to request the electric motor with starting and low speed and to request the petrol engine at higher speeds. The goal of this technology...
Radio frequency identification implementation in the supermarket industry - published: 22/02/2007
Essay - 6 pages - Distribution marketing
This paper discusses the implementation of Radio Frequency Identification (RFID) in the supermarket industry. RFID is based on the transmission of radio frequency waves by RFID tags to RFID readers. The RFID tags are attached to products or pallets and can be embedded with a wide variety of...
Radio frequency identification implementation in the supermarket industry
Essay - 6 pages - Services marketing
This paper discusses the implementation of Radio Frequency Identification (RFID) in the supermarket industry. RFID is based on the transmission of radio frequency waves by RFID tags to RFID readers. The RFID tags are attached to products or pallets and can be embedded with a wide variety of...
Is the French concept of quality as the same at Japanese concept of quality? If it is not, how would you relate it to the differences between the Japanese and French cultures? If it is, why is quality a culturally universal concept?
Essay - 4 pages - International marketing
In this rapport, we will see if the French concept of quality is the same than the Japanese one. We will explain why they are or they are not the same. In the first part, we will define the concept of quality, in the second, we will analyse what is this concept of quality in France. Then, we will...
Are the four P's of international marketing of equal importance to all firms? What factors might cause some to be more or less important than others?
Essay - 12 pages - International marketing
The term “Marketing Mix” became popular when Neil H. Borden published his article “The concept of the Marketing Mix”, in 1964. Today, this expression is one of the most employed in international marketing. The Marketing Mix is also called “The Four P's”. According...
Brand Project: Elsève
Case study - 36 pages - Brand management
L'Oréal was created in 1907. It initially specialized in coloration products, and its activities were progressively spread to the whole hygiene and beauty sector. Now a Global leader on the cosmetic and beauty market, the group is present in all the countries of the world, thanks to its...
McDonald's Success
Case study - 4 pages - Brand management
For the last three decades, fast foods have been playing an increasing role not only in every step of the American daily life but also that of the whole world. We can't talk about fast food without thinking about McDonald as it symbolizes the fast food industry. Everyone has tasted it at...
TATA Group
Case study - 25 pages - Automotive marketing
The Tata Group is one of India's largest and most respected business conglomerates. It grew during the last century by developing new activities. It was then internationalized by foreign acquisition. The Tata Group has business in more than 40 countries, and 140 nations purchase export...
Report of internship and scholarship in London, Asia and USA
Internship report - 16 pages - International marketing
American people make very universal and formal workers. They plan everything and tend to never change their schedule. They are always looking for effectiveness and efficiency at work by imposing one way to resolve a problem and applying it everywhere in the company at any time or any place....
Men's luxury ready to wear clothes in France
Market study - 6 pages - Luxury marketing
The Haute Couture and the luxury ready to wear clothes account for a worldwide turnover of €20 billion. This activity is characterized by a multiplicity of actors and strategies. The weight of the fashion industry in the French economy represents a sales turnover of € 10 billion (17%...
Heineken in Russia
Case study - 8 pages - International marketing
Heineken is the first European Brewer and one of the first brewers in the world. Also, to give a better idea of the situation of the company, let's state some figures. In 2005, net profit was 761 million €, with sales above 10 billion € and a total beer volume of almost 120 million...
Terra chips
Case study - 34 pages - Brand management
TERRA CHIPS, a USA-based company, founded in 1990, offers a wide range of vegetable and potato chips, which have created a new niche on the salty snack market. Terra has always had a tradition of creating masterful combination's of unique vegetables with a variety of fabulous flavors. So we...
International marketing: the case of Golf Groups Direct
Case study - 17 pages - International marketing
This article proposes an understanding of issues related to international marketing. From this understanding, it is analyzed the case of Golf Groups Direct, an online golf tour operator company. This firm, originally working in the UK market, wants to introduce the German market. It thus provides...
Easyjet competitive advantage
Case study - 9 pages - Services marketing
The objective of the report is to bring out the competitive advantages of EasyJet through an in-depth analysis of EasyJet, its main competitor Ryanair and its environment. In the later part of the report, we will demonstrate these competitive advantages. The report reveals that its two main...
Smirnoff Ice Vs. Bacardi Breezer - publié le 26/01/2007
Case study - 40 pages - Brand management
We have been requested to conduct a marketing research on the Alcopop industry and its two leading brands: Smirnoff Ice and Bacardi Breezer. In addition, we have developed a suitable marketing strategy and tactics for both brands in this specific industry. In order to conduct the research, a...
Marketing international : Skoda
Case study - 12 pages - Automotive marketing
Skoda, was created in 1895, and started its activity selling bicycles and motorcycles. Its first car was produced in 1905 more than 100 years ago, when it was a niche company trading luxury cars. The company has survived two world wars and the cold war, and is the third oldest car manufacturer....
Smirnoff Ice Vs. Bacardi Breezer
Case study - 73 pages - Luxury marketing
The male cosmetic market might seem inconsequential to many, but it is a developing market and whether a man uses cosmetics or dislikes it, the social evolution in men's behavior offers good opportunities. From a historical point of view, the first brand to enter the cosmetic market for men...
E-Commerce : Skype
Case study - 10 pages - Digital & e-marketing
Skype is a Peer to Peer Voice-Over-Internet-Protocol (VoIP) company. As of January, it had 75 millions subscribers who could speak to each other for free over their internet connections, using a microphone and headset or computers speakers. Skype was originally developed by the creators of Kazaa,...
Ethic toward sales and marketing activities
Dissertation - 28 pages - Marketing theories
The term ethics is derived from the Greek word ?ethos' which means moral science. This discipline serves as a basic guideline to help human beings develop a behavioral pattern. It covers areas such as right and wrong, justice and virtue and so and so forth. Similar to the fragmented branches...
Lucozade Sport vs. Highland Spring
Case study - 7 pages - Brand management
Water in general is considered as a low risk, low involvement product. Despite the fact of being an ‘ever-since existing' product and fulfilling the primary need of survival, people's awareness of the importance of drinking water is a rather recent development. This has brought up various...
Analysis and comparison of the advertisements of Gucci and Donna Karan (DKNY)
Case study - 6 pages - Luxury marketing
Gucci benefits from a high level of awareness and a prestigious status all over the world. This aspect made it a global status symbol. Donna Karan International, designs, manufactures and sells clothes under the name of 4 brands: Donna Karan New York, DKNY, DKNY Jeans and DKNY Active. Donna Karan...
How to use rumours as a marketing tool?
Dissertation - 68 pages - Marketing theories
Change and Transition is everywhere. It is prevalent in our lives, our careers, our family values, and so on. Advertising also is part of a nuclear world. Advertising a new product in today's age and time is totally different from what it was nearly 10 years ago. For decades, consumers have...
How to use rumours as a marketing tool? - publié le 12/01/2007
Dissertation - 68 pages - Services marketing
Today, advertising a new product is totally different than it was 10 years ago. For years, consumers have been flooded by TV, radio, newspaper ads, posters and fliers and more recently, internet spam, pop ups, banners, etc. The frequency of advertising is so high that most consumers often do not...
What is a Marketing Audit? What are the problems involved in carrying one out? How does it differ from a financial audit? What models are used in the audit?
Essay - 13 pages - Marketing theories
In a number of ways, the market auditing process is the starting point for the strategic marketing planning process. In fact, it is through the audit that the strategist arrives at measures catering to both the environmental opportunities and the marketing capabilities. Further, the...
The male magazines: Market study
Market study - 23 pages - Medias&communication marketing
Magazines such as FHM, Entrevue, Men's health, Max, are today widespread not only by their target public, i.e. youngsters and young adults, but also by the grown-ups in general. How is this possible, given that the whole lot was not even issued in 1997 in France? The story began in the UK in 1994...
Marketing - Diesel
Case study - 48 pages - Fashion and ready to wear marketing
In 1978 Renzo Rosso founded the Diesel clothing company. The brand's growth story was a phenomenal success in a short span of time. Indeed, its first market is the United States where the company carries out 15% of its sales turnover. In France, the sales have tripled in three years, to reach...
How third world countries can develop themselves in a globalized market? - publié le 03/01/2007
Case study - 3 pages - Medias&communication marketing
The purpose of this assignment is to analyze two advertisements for brands within the same product category that project different images to the consumer. The information required to analyze the brands has been gathered from various sources such as books on consumer behavior, personal interest...
Absinthe
Case study - 9 pages - Brand management
Have you ever read Poe's, Maupassant's or Hemingway's works, examined Van Gogh's, Picasso's, Toulouse-Lautrec's or Manet's paintings, or even studied Baudelaire's, Rimbaud's or Wilde's pieces of art? Chances are you have, which means that you have also tasted the effects of la fée verte, the...
