Organizing a global company: the Caterpillar case
Case study - 20 pages - Fashion and ready to wear marketing
Within the framework of the course “Organizing a Global Company” we are invited to realize a group work composed of two parts. The objective of the first part is to try to analyze and to understand the organizational structure of an international company better, taking into account the...
What are the reasons of Zara´s success?
Case study - 21 pages - Fashion and ready to wear marketing
In 1973 Amancio Ortega Gaona, Inditex Group president and main shareholder, created a textile company, which specialised in producing dressing gowns and underwear. Two years later he opened the first Zara store in La Coruña. Nowadays, the Inditex Group is the most successful in the Spanish...
How to do Business with the Czech Republic? The case of beer markets
Market study - 20 pages - International marketing
Within the framework of the course “International Trade and Business Challenges”, our professor Miss Chau asked us to analyze and to develop a strategy to enter a specific sector of one of the BRIC countries and the 8+2 new EU members. In this context, we decided to tackle the beer...
International marketing case study: The mineral water MOUZAïA
Case study - 20 pages - International marketing
Within the framework of our course, Marketing Internationally, we were invited to realize a group work on “which marketing strategy could Mouzaïa adopt in order to establish its products in French speaking Western Europe countries?” From the beginning, we felt involved in the topic as...
Global business and innovation: The case of Belgacom TV
Case study - 24 pages - Medias&communication marketing
In the general context of globalization, “innovation is the key element in providing aggressive top-line growth and for increasing bottom-line results". This is deeply anchored in the companies' daily life and golden rule of success. Programs of organizational innovation are typically...
Creating a new marketing service
Practical guide - 9 pages - Marketing theories
With 7.2 millions of people, including 306,000 graduate student and 47% of people between 16 and 44 years old, London is the biggest city in UK. There are 3,900 pubs and 233 clubs which shows an important nightlife in London (Visit London). In London there are some of the best clubs in Europe...
Marketing in action: Pester Power
Case study - 19 pages - Brand management
Marketing in action; Pester Power: Today, everybody take into account the opinion of children in purchasing decisions. How can we explain that? This phenomenon reflects the evolution of mentality and the current trend of increase the importance of children in families. Nowadays, children have...
Itunes Differentiators : Pricing and Product Quality at Work
Essay - 3 pages - Services marketing
The iTunes Music Store is an epitome of the success of effective pricing strategy. It has been launched by Apple in 2003 and since then has been a phenomenon in terms of the sales of digital music. Originally, the store has been opened for Macs running OS X with an archive of 200,000 songs; to...
Toward a Popular Trade Regime
Tutorials/exercises - 4 pages - Services marketing
This paper aims to articulate a set of reforms that may bring the benefits of free trade to a wider populace, thereby increasing domestic support for and ethical merit of the free trade regime. Counter to the opinion above, I argue that the current form of globalization must include economic...
Organic and fair trade coffee in Chiapas
Essay - 8 pages - Services marketing
Though I have never been a coffee-drinker, the ideological and symbolic weight of coffee has not escaped me. With caffeine for the office worker and flavor for the distinguished upper-class palate, coffee's appeal stretches across many socioeconomic categories and occupies a unique register of...
Yves Rocher - publié le 31/05/2008
Case study - 3 pages - Luxury marketing
Yves Rocher, a French company is one of the best and my favourite companies. It's one of the biggest cosmetics companies in Europe; European women love the products because they use only botanical ingredients. So, I will be introducing the Yves Rocher Group in the first part and the Yves Rocher...
La stratégie marketing de Sony en France
Case study - 5 pages - Brand management
Sony is nevertheless following the trends on the market, providing funny and surprising TV commercials, respecting the current spirit, to differentiate our commercials from our competitors (who are more focused on their products). Sony is also loyal to its core values and has always been...
Braun in Germany
Case study - 12 pages - Brand management
Braun is a leading global manufacturer of small electric appliances based in Kornberg, Germany. Founded in 1921 by Max Braun, Braun was owned by The Gillette Company, from 1967 to 2005. In 2005, The Gillette Company was acquired by Procter and Gamble. Braun's products are world-renowned for...
IKEA: International Marketing Strategy (Brazil's example)
Case study - 11 pages - Distribution marketing
This document outlines IKEA's international marketing strategy with specific reference to Brazil. Brazil has no cultural conflicts and is an untroubled multiracial society that respects all immigrants and religions. Politically, the country is a conflict-free democracy with stable public...
German consumer behaviour
Case study - 26 pages - Clients and users behaviour
German consumer behavior: Being exchange students from Europe, it is interesting for us to learn about German consumer behavior. All of us live near this huge country that represents the biggest European market. To be honest, before starting this paper we did not know a lot about Germanyand all...
Bass model
Course material - 21 pages - Marketing theories
Most Companies recognise that a continuing stream of new product developments is essential to ensure long term organisational health, but they also recognise that innovation is accompanied by high cost and risks. These risks can be controlled through a well-conceived and professionally managed...
Starbucks knows how to make a good coffee
Case study - 35 pages - Brand management
Microsoft, Google, Dell etc everybody knows these famous firms which have conquered the world. What is common among these companies? They all are American and started with the initiative of passionate academics. Over the last few years, a new company has been growing in the world landscape i.e....
Paypal: Analyse
Case study - 9 pages - ICT marketing
Paypal is an e-commerce business that process payments and money transfers to be made through the web. It is an electronic alternative to traditional modes of payment. It performs payment processing, for a fee for online vendors, auction cites and other users. It corporate head quarters are...
Internet marketing - Product launch/marketing plan
Tutorials/exercises - 21 pages - Marketing theories
Our overall goal of Peacock is not only to provide beautiful and healthy make-up, but also to promote an environmentally friendly way of living. Our make-up comes from responsible suppliers and is made of pure, natural products; and our recycling program is in place to ensure that households do...
Burbery - Company analysis
Case study - 15 pages - Fashion and ready to wear marketing
The story of Burberry started in 1856 when Thomas Burberry, a 21 year old draper's apprentice, opened his own store in Basingstoke, Hampshire. In 1880 he invented the famous gabardine now associated to the Brand's name in customer's unconscious. Burberry was an independent company...
E-Receipt
Course material - 16 pages - ICT marketing
According to Kotler, the term "new product? usually defines: - original products, product improvements, product modifications and New brands developed under the firm's own research. Also, the major sources of "new product ideas? are said to be customers, scientists, salesmen and managements....
Oxfam Make Trade Fair campaign for the Peru cause
Case study - 11 pages - International marketing
"Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers ? especially in...
Marketing plans for Microsoft Windows Vista in United States
Case study - 5 pages - ICT marketing
The main objective of this paper is to describe the marketing plan of a product or service. In the first place I will introduce the product, the company and its mission and vision. Then the analysis will explain the different environs of the product like the situational, neutral, competitors and...
Perceptual Mapping, Multidimensional Scaling Cluster Analysis Project: analysis of hot irish drinks
Thesis - 159 pages - International marketing
We conduct a perceptual mapping and a multidimensional scaling cluster analysis of hot Irish drinks. Our project is based on the coffee house market in Ireland and we analyze the segmentation of this market through the use of perceptual maps. We have selected seven well-known coffee houses and...
Student Travel marketing analysis
Market study - 103 pages - Tourism marketing
New entrants into the Irish Student Travel market wish to undertake research as to the wants and needs of Irish students relating to weekend breaks. Main question: How to advertise each destination to its maximum capacity? E.g. What attributes are matched to different cities throughout Europe?...
Perceptual Mapping, MDS & Cluster Analysis, student travel marketing analysis
Market study - 84 pages - Tourism marketing
We analyze the aspects of perceptual mapping, multidimensional scaling and cluster analysis for a company called Student Travel. The company is a potential new entrant into the Irish student travel market, and plans to undertake research into the needs and wants of Irish students relating to...
Effects of ethanol trade barriers on U.S. and Brazilian markets
Thesis - 7 pages - Services marketing
Rising oil prices, a slowing U.S. economy, the war on terror, and increasing concern about global warming have all converged on the international stage and in the mind of the average U.S. consumer in recent years. Calls for energy independence, clean energy, and cheaper alternatives to oil have...
The Oakley Company
Case study - 13 pages - Brand management
The Oakley Company: In this article, we analyze the marketing strategy of the Oakley Company, especially the International one. We will analyze the marketing strategy of the company and its marketing plan regarding the Porter Marketing Mix and its 4Ps. We then, will build a marketing plan for the...
Marketing analysis of the cars and celebrities industry
Dissertation - 94 pages - Automotive marketing
Marketing analysis of the cars and celebrities industry: McCracken (1999) defines a celebrity endorser as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement?. A celebrity endorser can come from a wide...
Analysis of the banking market in Ireland
Dissertation - 75 pages - Bank marketing
An analysis of the banking market in Ireland: The banking sector in Ireland is a major contributor to the Irish economy. In 1998 alone, banks spent more than 2.3 billion in the economy, paying over 813 million to the exchequer in taxes. This sector is also one of the largest employers in the...
