Launching a new product : the "KeepWarm Microwave"
Case study - 25 pages - Brand management
The Company has the intention to set up a microwave manufacturing company and to achieve a turnover of five million pounds in the third year of running. The name of this company that will provide the customers a brand new innovation is BEAM. It was decided to have as a slogan of the company:...
The Halal Market
Case study - 9 pages - Distribution marketing
In Islam there are precepts that certain foods are permitted (Halal), others forbidden (Haram). Pork and alcohol are Haram, because they are regarded as unclean. From these precepts is born a consumer described as "Halal". For Muslim consumers, beef must be certified Halal, it means that the...
Walmart success story
Case study - 22 pages - Distribution marketing
The large scale retail sector consists of multiple companies of very heterogeneous sizes. This disparity can be explained by the strategy adopted by certain companies to grow rapidly in order to be a market giant, by implementing waves of fusion-acquisitions, which make it possible for the brands...
The 4L Trophy, a Collective Project
Case study - 3 pages - Sport marketing
The 4L Trophy was created in 1998 by an organization of tourism specialized in the raids risk: Desertours. Since 2001, this organization works in association with the college of business of Rennes. The 4L Trophy is only opened to the students. Through this event, the participants are going to own...
Marketing in islam : Case study AL-QUDS jeans
Case study - 7 pages - Fashion and ready to wear marketing
At a time where slim fit jeans are quite famous and loved in Europe or in the United States, a new type of jeans and a new brand was born in 2006. It was named ?Al Quds', in the name of the holy city of Jerusalem. A simple product with a practical goal: facilitate the Muslim prayer. Al Quds...
A viral advertising campaign: "Terry Tate" launched by Reebok in 2003 - published: 30/10/2009
Case study - 5 pages - Sport marketing
Today the sporting shoes and apparel market is highly competitive and has reached the maturity stage. At this level companies have to differentiate their offer in order to win new market shares or at least keep their position. This differentiation must be done on two levels: product...
Hello Kitty - International Marketing
Case study - 29 pages - Fashion and ready to wear marketing
By wearing Asian culture symbols / Asian fashion the celebrities ensure that they are more accepted while promoting their songs and products in the Asian market. It is easier for the Asian fans to identify with the pop stars, e.g. Britney Spears and Paris Hilton, if these stars were seen with...
Business plan : Elegance
Business plan - 20 pages - Fashion and ready to wear marketing
Elegance designs, produces and sells clothes adapted to the expectations of senior and disabled people. Elegance is committed to remain close to its customers. The company is located in Lyon, a city that occupies a central position in the regions of Rhône-Alpes and PACA. This city has been chosen...
Inditex, Zara
Worksheets - 2 pages - Fashion and ready to wear marketing
José María Castellano, deputy chairman and CEO of the Inditex Group, whose brand Zara, has helped build the fashion empire to a worth of 13 billion. Zara employs around 50,000 people and takes on 7,000 new employees every year. In 2004, it opened a new store every day somewhere in the world, and...
An overview of experiential marketing
Thesis - 6 pages - Services marketing
When I look back on my day, I'm amazed at the range of emotions I have gone through, from depression to indifference to ecstasy. Every minute has been an experience - sometimes pleasant, sometimes unpleasant, and then there are those experiences…that I would give anything to relive. Apart...
An overview of industrial marketing
Thesis - 4 pages - Services marketing
Industrial marketing consists of all activities involved in the marketing of products & services to organizations, (i.e. commercial enterprises, profit & not for profit government agencies & resellers) that use products and services in the production of consumer or industrial goods & services &...
What are various methods of accepting an offer online?
Essay - 5 pages - Digital & e-marketing
E-Commerce is typically about profit. The expansion of E-commerce involves an element of risk. "Selling on the Internet or through the World Wide Web is similar to selling in the real world ". However, E-contracts have raised many issues such as the validity of electronic transactions, where a...
Gender and consumption
Essay - 4 pages - Clients and users behaviour
The emergence of the man as a consumer is, now obvious. This phenomenon does not cease to grow since the post war period, and it is today demonstrated by the unbelievable number of new products which are launched in the market, especially targeting men. But consumption is not only a new activity...
What is the impact of service in the fast food industry ? (common points and differences arisen by a comparison between McDonald and Burger King in Bergen city)
Case study - 16 pages - Clients and users behaviour
Through our course “Service Marketing and Management” at NHH, we got the idea of doing our own study to figure out the major differences of McDonald and Burger King in Bergen by examaning customers' different perceptions, expectations, satisfactions and loyalty towards them. We tried to...
Male gender portrayal in modern advertising
Essay - 8 pages - Clients and users behaviour
Since advertising reaches thousands of individuals daily, it has become a target for a lot of scrutiny by researchers interested in the consequences of advertising on culture and society. These studies concern above all the role advertising plays in gender stereotyping. The portrayal of gender in...
Mediating Role of Trust In a Classic and Virtual Brand
Essay - 18 pages - Digital & e-marketing
Considered the cornerstone of any exchange relation, trust caused for a long time the infatuation of the researchers and the experts. In the context of Internet purchase, the trust problem is posed with more acuteness. There are numerous works on electronic trust (Gefen and Straub, 2003)....
Relaunch the BMW C1 - advertising copy
Case study - 9 pages - Automotive marketing
Introduced in 1999, during the car fair trade of Frankfurt, the BMW C1 scooter was a breakthrough in the two-wheeler world. It was the first scooter that you can ride without wearing a helmet. It is an advanced hybrid form between an automobile and a motorcycle. After having sold 10,614 units in...
Entering the Irish Market: Le Gourmet Givre, brand of "frozen gourmet ready meal"
Case study - 10 pages - International marketing
Our company Le Gourmet Givré© is one of the biggest and most famous brand of "frozen gourmet ready meal? in France. Le Gourmet Givré was created in 1984 by Alexandre Hembert, Charles Garland and Sarah Reix, three entrepreneurs, who saw in the micro-wave democratization a huge opportunity. In...
Renault strategy in India
Case study - 2 pages - Automotive marketing
Because of the economic context, the car market is quite compromised in western countries, especially in Europe. The French carmaker Renault was registered in 2008 and had to face to a 24% drop of its sales. That is why Renault, Nissan (44% owned by Renault) and Bajaj Motors (major Indian...
Casino Strategy Management
Case study - 12 pages - Distribution marketing
Retailing is an area with strong competition between the main competitors. The buyer power does not arise from buyer's ability to negotiate but rather from competitors' pressure. Carrefour, E.Lecler, Auchan' offer very similar products which is why big company such Casino had to make...
Country-of-origin effect in Russia
Worksheets - 2 pages - International marketing
The Country-of-origin is the country of manufacturing, production where a product comes from, or the location of the headquarters. Consumers identify products by their country of origin and judge them on this criterion. The country-of-origin effect is created by information, advertising claims or...
Consumer behaviour
Essay - 9 pages - Marketing theories
Understanding the purchasing behavior of the consumer is the key step for the Marketing process. Our aim is to analyze the process which leads to the purchase. We must remember that a consumer can be a person, a family, or an organization. Thus there are 3 purchase situations: Individual...
Ryanair, a model of competitive advantage?
Case study - 8 pages - International marketing
Globalization is the "name for the process of increasing the connectivity and interdependence of the world's markets and businesses" (investorwords.com). The internationalization of trade gives to worldwide companies opportunities to grow, increase their market share and become more...
Veuve Clicquot Ponsardin in "Wines and Champagne" market
Case study - 15 pages - Luxury marketing
Champagne belongs to the "Wines and Champagne" market. This market is constituted of numerous actors which are the wine growers, the Houses of Champagne and the cooperatives. These actors are at the same time suppliers and competitors on the Champagne industry but also on the grape industry, the...
Brand management of Mumm
Case study - 10 pages - Luxury marketing
The House of G.H. Mumm was founded in 1827 by George Hermann Mumm and is today the third-largest champagne producer in the world, with more than 8 million bottles sold each year. Around 60% of the company's sales are credited to exports. GH Mumm is found in more than 100 countries worldwide...
Business Strategy of consulting marketing firm "Le Tre Caravelle (tourism, real estate)"
Internship report - 27 pages - Tourism marketing
Le Tre Caravelle is a marketing company specialized in the field of tourism, hotel and real estate. This company, based in Milan, primarily works off line on advertising and events, such as "planning and management of multi-media campaign, stands and fairs", but also and more particularly online,...
The relevance of Michael Porter's 5 forces model to modern day business
Essay - 9 pages - Marketing theories
In 1979, a new model was developed for the industry analysis and for the business strategy development: Porter's 5 Forces model. This framework is named after its creator Michael Porter who is a university professor specialized in strategy at Harvard Business School. The model was published for...
Steps and processes involved in advertising
Thesis - 18 pages - Services marketing
“With realistic goals for advertising, you can satisfy both, those who are investing in the advertising and those who are creating it.” Almost every person involved with advertising wants to measure their advertising results. Those who pay the bills want to know the return on their...
Diamond Travel : market strategy and financial statement - published: 13/10/2009
Case study - 9 pages - Tourism marketing
Diamond Travel is a private Inc. company with two headquarters. The company will begin operations in the end of September 2007. The founders of Diamond Travel are experienced in the Travel industry, marketing and international business with the special goal of being the number one on the high...
Strategic Marketing: Caroll on the chinese market
Case study - 7 pages - International marketing
Nowadays, companies are upping their competitive index in order to keep up with the globalization trend sweeping the international business landscape. A company cannot hope to survive only by opening subsidiaries in its own country. So, these companies are forced to open subsidiaries in other...
