Essays on Brand Name

The objective of this paper is to answer to specific questions related to marketing management.

Question 1: Market Segmentation is vital to targeting the correct consumer market for today’s numerous types of businesses. In what ways can a company divide their consumer markets into segments? Market segmentation is an integral part of effective marketing. Market segmentation, in some terms, is slicing out a group of people from a large market based on common characteristics, needs and behaviour (Rizzi, 2015). So, a market segment is a set of customers that are expected to respond in a similar manner when exposed to a marketing activity. There are four main ways that a company can use ...

Introduction

Nordstrom, Inc. is the company of interest in this discussion. Nordstrom, Inc. is an upscale retailer native to America that sells brand name and private label accessories and apparel merchandise. Initially, the founders started the company in 1901 as a shore store. Since then, the company has grown tremendously, and is now offering a variety of products and services beyond shoes including fragrances, cosmetics, and jewelry. Throughout this report, Nordstrom’s brief background, financial overview, business sector, target market analysis, business operations as compared to competitors, as well as strategies to sustain the business will be discussed.

Company Overview

Nordstrom, Inc. ( ...

Yves Saint Laurent is a French fashion designer renowned for making ready to wear clothing. Recently Yves Saint Laurent has changed the brand name to Saint Laurent Paris. The change in brand name to Saint Laurent Paris was introduced by the director Hedi Slimane. “Unfortunately, Hedi Slimane is no longer with the company (Phelps, 2016)” and the director is now” Anthony Vaccarello for Saint Laurent Paris (Milnes, 2016)”. In the fashion world things are subject to change which is good in some ways. It depends on the timing of the change in the industry. To make sure the name ...

Introduction

One could hardly imagine a resident of the developed country who has never delved into such aspect of popular culture as sport – either by buying a soccer ticket, buying exactly the same sneakers model David Beckham was wearing in that Adidas commercial, following the Olympics on TV or hunting some rare baseball cards. In the modern world, sport activities have become extremely different from the leisure games they used to be as they were invented. In the recent decades, significant societal, economic, political and cultural transformations turned sport not just into a socially meaningful phenomenon but rather in an ...

<<Student Name>> <<Professor Name>> <<Course Title>> <<Date>> Branding Strategy: The Company plans to invest and efficiently manage its branding strategy to achieve its growth objectives. The core of the company’s success lies in implementing a relevant and coherent branding strategy. Defining each and every element of the branding strategy will enable management, customers and employees to understand what the brand vision is and what the company aims to achieve. This is really important if the company has to fight and grow in a competitive market place. ...

Considered by many to be the most successful athlete of all times, Michael Jordan benefited from multiple combining physical and temperamental advantages. They helped him to become a basketball star and then a giant brand name. He was not only extremely talented, but also extremely disciplined, hard-working and competitive, which caused him to be remarked as a future star from high-school. However, as an NBA star, his entertaining playing style, and his extreme drive which caused him to see every match as a life and dead struggle, contributed to the popularity he gained among basketball fans. His unique set ...

The Hershey Company was founded in 1894, and is an international leader in superiority and non-chocolate confectionary and chocolate associated grocery in the Northern American industry. The company also has a good reputation and is a leader in the gum and mint industry. The company’s leading rivals are Purdy’s, Nestle and Meiji. Hershey employs a number of strategies which have continued to ensure that the company remains ahead of its competition. These strategies include a competitive advantage, international markets, and measures of cost, productivity and opportunities. The company can steer its growth by seizing opportunities with the ...

Introduction

Businesses have a common goal of achieving success and uniqueness that helps them to stand a mile ahead of their competitors (Chattopadhyay et al., 2012). However, over the recent years, many companies have embraced the concepts of merger and acquisition in efforts to exploit their business potential fully. Mergers and acquisitions are important drivers of growth for a particular organization. Companies have come up with business and international level strategies that will help them to yield high profits. The Kellogg Company has acquired companies and the Publix Supermarkets, Inc. have not acquired mergers and solely operates within the U.S. ...

Assignment 5: Capstone

Abstract Dell Inc. deals with manufacturing and selling of personal computers and other computer accessories. Turbo PC was the first product produced by Dell Company, which has experienced gradual growth since its foundation. Various strategies and policies have led to the success of the multinational company over the years. Therefore, the paper covers the effect that the mission, vision, and primary stakeholders of Dell has on its success. It highlights the effect of the six segments of the environment on both the firm and the industry. It also focuses on the SWOT analysis and five (5) forces of competition ...

The Choice

In the current case, BMI has managed to develop a multi-million dollar business, but they still remain unknown as they are a new company. The company has a management team made by individuals with years of experience and strong industry reputation. BMI (Brand Momentum Inc.) needs to evaluate all options and identify the way the company can maximize their brand reach and exploit their competencies. Among all three choices available for promoting BMI and developing the company’ brand name, the most effective option would be to use traditional marketing option. The traditional marketing option requires BMI to purchase ad ...

Abstract

The word brand is actually derived from an old Norse word brandr which meant “to burn”. The main purpose behind this was to help owners identify their animals from those of the competitors by marking them specifically. The basic idea behind brand still remains the same i.e. to help differentiate a product or service from that of the competition by creating a set of unique associations with the brand. For example- the Indian brand Tata is associated with reliability whereas the brand 3M is associated with innovations and new product developments. Every brand is identified by its unique design, ...

<<Student Name>> <<Professor Name>> <<Course Title>> <<Date>> Marketing Mission: The mission of the company is to create a separate niche market in the travel kit category by launching new variants of kits with exciting combinations of high-end products. The products will be highly valued by the target customers and will have a novelty value at the right price. The company aims to target customers through various channels. Primarily targeting travelers who are high end, the company will use distinct strategies to reach the customers and promote the ...

Introduction

With globalization, organizational management is influenced by both internal and external demands, innovation and new economic paradigms. The new setting requires that organizations ought to grow, acquire new knowledge and reframe their central operations to meet the new demands (Qiu, Donaldson, & Luo, 2012 p 95). Therefore, the new paradigm is based on system approach, change in technology and the way knowledge is managed at the respective firms. For the purpose of this study, the organization that will be analyzed is Coca-Cola Company, which is a multinational organization. The organization operates in different countries across the globe and is characterized ...

The Fall of Tesco Plc 4

Introduction 4 The aim and objectives of the research project 4 Rationale 5 Literature Review 5 Research Methods 7 Research Questions 7 The chosen methods for primary data collection 7 Findings 8 Manipulation of suppliers 8 Accounting Scandal 8 The rise of discounting stores across the United Kingdom 9 Horsemeat outrage 9 Failure to add customer value 9 Discussion and Analysis 10 Conclusions 12 Recommendations 12 Directed at the organization 12 Areas for future research 13 Reflection 13

References 14

The Fall of Tesco Plc Introduction A Statement of the Problem The choice of this research owes its motivation and driving ...

Introduction

Advertising is form of communication that is directly invoked in passing critical messages to the target audience. It is also termed as a promotional mode that has persuasive instincts of swaying buyers to a given direction. Therefore, advertisements for sales promotion are destined to orient the thinking and perception of buyers to a given product. While there are different forms of advertising, the main message expressed by these ads is always the same, and it holds one precept of persuasion to the target audience. It is the backdrop for competitive edge that most advertisers come up with different messages, ...

Beneficial Properties

Some of the beneficial properties of globalization for Coca Cola have been: Increased Market Share Today, Coca Cola is known as an international brand, but their success has been due to globalization and their success in different markets (Collins). Globalization has helped Coca Cola to expand their business beyond the American borders and enter new countries over the years. Due to globalization, Coca Cola has been able to reach different markets all over the world. By entering new countries, Coca Cola has been able to reach new customers and increase their global market share. Stakeholders that benefit from increased ...

Developing a Marketing Plan

Executive Summary This report is an analysis of PepsiCo marketing strategy in Cambodian market. The report starts by giving an explanation of the significance of marketing plan for Pepsi. It goes further to state the goals that the company intends to achieve and the mechanism to make them. The current marketing situation analysis gives the facts on the ground about the enterprise. It goes further to illustrate how the company has positioned itself in the market. There is SWOT analysis for PepsiCo. This gives the strengths and weaknesses that the firm has. Working to improve these factors and exploiting ...

Introduction

Tingyi Holding Corporation is the Chinese company that deals in the production and distribution of instant noodles, baked products, and beverages. The company also produces soft drink under its brand name of Master Kong. The company is the largest manufacturer of instant noodles in China. Tingyi Holding Corporation was established in 191 by the Wei Brothers of Taiwan. The company got listed in 1996. The soft drink brand of the company, Master Kong, was declared to be the second most recognized brand in China. The company started producing instant noodles in 1992 under the brand name of Master Kong ...

Business Level Strategy

Both, Coca-Cola and Pepsi utilize differentiation strategy for making their products unique in the customer’s eyes. Both companies spend a significant amount of money on advertising and promoting their product. The message in these advertisements is mostly focused on communicating the superiority of Coke and Pepsi products over their competition. The choice of bottle shape is another factor that defines Pepsi and Coke utilizing differentiation strategy in the business. Pepsi and Coke prefer to maintain focus on advertising and promoting their brand, over choosing price sensitive strategy as these companies have developed a duopoly in the CSD industry. ...

Introduction

A consumer brand is a product that best suits customer needs and wants as per their expectation. The relationship that is in existence between people, and the brand of product they like most is not different that exists when they relate to other individuals in the society. Understanding the relationship between customers and the product throughout the value chain is critical to marketers. It helps managers to strategize on how to deal with the clients in the best way possible. Marketers who know their customers and their needs are the in a position that they can retain and even ...

Starbucks is one of the most world renowned coffee shop brands in the entire world. The chain has operations from Guam to Saudi Arabia, with a huge supply chain network of coffee growers from around the world providing the beans necessary to continue production on such a large scale. Its first store was opened in Pike’s Place market, which is one of the largest fish markets in the US. Company sales rapidly expanded, and the owners of the Starbucks Corporation were able to go on and make a substantial profit through efficient organization and competitive pricing; most importantly, ...

Maslow’s hierarchy of needs is a triangle comprising of five levels of needs. Physiological needs (such as baby food) are at the bottom but the largest level (Hollensen, 1). To progress to fulfill higher needs, food must be provided. Food is an integral part of psychological processes and must be provided for the body to work at optimum levels. Lack of food will result in malnutrition, which is apparent to the naked eye (Sheth and Rajendra, 99). Chinese business systems are unique and sophisticated as attested to by their highly developed systems and practices (Hollensen, 3). A wide ...

1. Selecting a Customer The customer who is selected as a target for the new brand is Doris, the 27-year-old woman who was pegged as a ‘shop-a-holic’. From the description, Doris is always on the look-out for things to shop and the only other activity aside from shopping is staying fit. As such, she is dynamic, single, and has work to support personal needs. Doris therefore fits the profile of the target client whose personality would fit the features and function that the product and brand would project . 2. Appropriate product or apparel for the customer Since Doris is ...

Introduction

The strategy is the purpose and direction an organization takes to get to its future and achieve long-term goals. It involves motivating trustees in the organization to engage meaningfully with the external environment. The organization, thus, matches its diverse capabilities with the needs of the stakeholders. An organization and in this case the MacDonald has a strategy that determines how the business relates to the outside world. It also determines how the organization will take every opportunity to innovate, improvise as well as make improvements. MacDonald should have a strategy that concentrates on priorities, making sure that the organization’ ...

The generic drugs are normally copies of the brand name drugs and normally contain the same ingredients and serve the same purposes as the brand name drugs. However, the major difference that exists between the generic drugs and the brand name drugs is that the generic drugs normally cost less than the brand-name drugs (Goldberg 275). Brand name drugs have a higher price because of the consumers’ perception that the brand name drugs are of higher quality.

Explain the beneficial use of amphetamines.

Amphetamines are drugs that are used to stimulate the central nervous systems. They are applied in the treatment of ADHD (attention-deficit hyperactivity ...

(Tutor’s Name) (Assignment)

Executive Summary This business report is about developing a country-specific brand strategy plan for Ovoenergy, a UK-based small energy company providing greener and cheaper energy to households and businesses in the country, in the context of its market expansion to Lebanon. Currently, the company is well-recognized in the UK market for its incredibly cheap monthly energy plans that give particular focus to the promotion of renewable electricity. In addition, the company has been ranked top in consumer satisfaction surveys constantly over the last years in terms of product delivery and customer service. Since Lebanon is ...

Instagram Marketing Case Study: Starbucks

Introduction The internet has entered people’s lives in tremendous numbers. More people use the internet today than even a decade ago. It has become the way to engage with friends, family, community and even businesses. As internet has become ubiquitous, so have its applications. Business to business e-commerce and business to customer e-commerce have steadily grown and is expected to become $20 trillion industry by 2020 . Increasingly social media has become the new avenue for marketing efforts by both traditional companies and e-commerce companies . From the biggest brands to the smallest companies are all onboard social media to ...

Strategic Position

PEST Analysis in the UK Political Factors The United Kingdom relatively stable and fair country, where the public has a substantial influence on the inner working. The country also has a proactive government that offers abundant opportunities to the companies operating within the country. However, it is uncertain whether the UK will continue to be a member of the European Union where law and regulations are continuously updated in areas such as environmental legislation, consumer protection legislation, and Health and safety law.

Economic Factors

The United Kingdom has a substantial economic position compared to other countries. In Europe, the country is ...

Introduction

Time warner Cable Company is a telecommunication company located at the Time Warner center in the United States in the city of New York. Time Warner company deals with the televisions networks, films and entertainment. It is the third largest telecommunications company in the world. The company was established in the year 1990. It was started by forming a merger between two companies in the United States of America. This companies comprised of Time Inc. and the Warner communications. The company mainly operates in film production and television. The company has a limited publishing operations in the United States ...

MODERN MARKETING FOR AN ANCIENT CITY

MODERN MARKETING FOR AN ANCIENT CITY

Introduction

Belfast is one of the world’s most ancient cities, its location at the mouth of the River Lagan having been continuously occupied since about 2,000 years BCE. There are good reasons for this. Courtesy of the Gulf Stream, the site has a mild climate that seldom gets above 65 degrees F. or below 35 degrees F. Its northern latitude gives it one of the world’s shortest winter, and longest summer, days at the biannual solstices. It rarely snows. The city is ringed by low mountains that create a microclimate to ...

International market entry plan

Introduction International market entry strategies are planned activities for entrance in the new global market. It describes that the company makes strategic planning enter in the new-targeted foreign market, to making new contracts and deliver its goods and services in other countries globally. It allows many companies to penetrate into a new market, follow its existing consumers globally, attack different available competitors, and exports their products and services in different countries. It may increase the company operations and its revenue. The purpose of the report is to investigate the international market entry plan of Unilever Company. It will focus ...

Business Development Strategy in Sports and Entertainment

Marketing strategies need a rigorous and completely regulated implementation while trying to remove the risks and using financial assets which may not be obviously mentioned as investments. Market strategies mainly serve the need of the genuineness of brand as well as the product. Sponsoring sports and games events as part of marketing strategies can only be planned very provisionally for achieving the purposes of marketing strategy. (Jacobs, J., Jain, P., & Surana, K.) The proposed marketing plan is for our college soccer team which will play in 4 major tournaments during this season. The team has got good fan following ...

Abstract

The Sony Corporation is a multinational conglomerate of Japanese origin. It is headquartered in Konan Minato, Tokyo Japan. This particular company has diversified its business through the production of multiple products and services. The main products produced by Sony include professional and consumer electronics, entertainment, gaming, and financial services. Sony’s vision is to create products that meet the imaginations of everyone and produce gadgets and devices that stimulate senses and rejuvenate the spirit. It strives to come up with ideas full of surprise and that never disappoint the consumer. The company is one of the major players in ...

(Alivan Watch & Accessories Company)

Sokone Makadji

Strayer University Dr Tracy Ellard Marketing 500 Alivan Watch & Accessories Company Branding strategy A strong branding strategy is important for Alivan Watch & Accessories Company. The branding strategies to be used will assist in establishing the company’s products within the market as well as building a brand that will grow together with mature in Singapore’s watch saturated marketplace. Therefore, making clever branding decisions up front is vital because the company will live with decisions made for a long time. Alivan Watch & Accessories Company will employ the following branding strategies that are incorporate the brand ...

Part 1

It has been decided by the team members that the product we will be choosing for Marketing Trade Show would be called ‘Envopan’ which is an environmentally friendly frying pan. This pan is way ahead of the traditional frying pan which requires a gas or electric stove for providing it the necessary amount of heating for cooking food. Envopan operates on a battery which means it is built on the mechanism of self-heating. The product idea is innovative and practical for campers and tourists. It will save their energy wasted in gathering sticks and fire them up to cook ...

Assignment number

Imagine you are starting a small business and it is your goal to create a successful business. What is your business? What products and/or services are you selling? 


What industry are you in? Conduct a 5-Force Analysis. Is this a “good” industry to get into? Why or why not? 


Who are your direct and indirect competitors? 


What is your competitive advantage? How will you create a sustainable competitive advantage? 
 Create a Situational Analysis (SWOT Analysis) for your business. 
 How will you compete with your direct competitors? What is your positioning strategy? Explain why this would be an effective strategy.

Question 1

If I were to establish a small ...

Personal Reflection of book Four Seasons

1. How the Company Leadership is Unique from other Hospitality Industry Isadore Sharp is behind the success of the Four Seasons Hotel, and this company owes its success to the uniqueness that the management has been able to spur within its structure for over five decades of its operations. Four seasons has maintained a significant lead in the market for this duration, and is expected to command this lead in the future; if it adheres to its fundamental operational goals. The hotel’s managerial strength has been anchored on its ability to build a suitable brand name and sustainability ...

Different business organizations utilize varying marketing strategies the help them win in the competitive business environment and make profits. The type of marketing strategy adopted by any firm depends on the industry where the firm operates, the location, the size, and long-term and short-term goals of the firm. In the present digital age, organizations need to use sophisticated and advanced marketing strategies to help them win both local and global competitive advantage. An effective marketing strategy composes of many elements that together assist the firm to achieve its goals. The following paper provides an overview of strategic marketing process ...

A trademark is a legally binding emblem, logo, or name on goods or services that uniquely identify to a specific company. As the Chief Operations Officer of Boca Raton Sports Holdings, I decided to pick “Boca Raptors” as the new team name. The name “Boca” on the team name emanates from Boca Raton, the locality of the Basketball team and “Raptors” is derived from the fact that Florida is a Birds paradise with over 500 species in existence. However, we are not just any birds we are the raptors- birds of prey who feed on rival football teams. The ...

Introduction

The rapid increase in the technology has made the life easy for the human or it can be said that it has made us lazy to some extent. People find it irritating to get up from the bed to turn off the lights and to overcome this hassle, a new product Superlight is made. The Superlight is a MIPOR LED light bulb with a voltage of 100~240V / 50~60 Hz. It can be operated through its software application that is made available on Google Play store for Android users and also on the Apple Store for iPhone ...

Surgical Anesthesia

Pharmacology and Indications Licocaine Licocaine is a type of medication used with an aim of numbing tissues and nerves within a given area of the body, which provides that anesthetic effect for the body. The most popular brand names for this particular drug are xylocaine and lignocaine. Some of the common effects associated with this particular medication include drowsiness, muscle twitching, nausea, and confusion (1). The severity of the side effects depends wholly on a patient’s reaction to the chemical composition of the drug. Regarding its mode of action, licocaine works by blocking the voltage-gated Na+ channels, which ...

Brand Management

Introduction As per the American Marketing Association (AMA), the definition of a brand is a name, term, symbol, design or a combination of them, which is intended to identify the goods or services (Cohen, 2011, para. 3). These products may belong to one seller or a group of sellers and to differentiate them from those of competitors (Korchia, 2012 p. 13). However, there exist several other definitions for the term "brand." In such circumstances, it is always good to use a standard definition that can be used under every circumstance. The AMA definition is the best one ever definition ...

Jeong Da Yeon

BS 3180 Executive Summary Amatara Resort and Wellness is among the best class destination spar in Thailand. This five-star hotel is located at Cape Panwa and known to offer an enjoyable moment to its customers. One can get a clear view of Phuket while at this place thus adding to its greatness. Additionally, the guests can enjoy the tranquil breezes of the blue sea of Andaman and a broader view of the sky. Being the only unique resort in Phuket, it offers wonderful programs including spacious well-furnished rooms, a variety of meals especially the organic ones to keep one’ ...

Executive Summary

Amatara Resort and Wellness is Thailand's premium destination spa. It provides guests with everlasting moments and a great experience. This resort is located at the majestic Cape Panwa, which offers the best coastal view in Phuket. Guests can surround themselves with the calming tranquility of Andaman's blue seas and endless skies with an 180-degree sea view that is available only at Amatara. As the first and only luxury destination spa in Phuket, Amatara offers all-inclusive programs which include spacious, beautiful lodging, organic, wholefood tailored to your health goals, and personalized wellness treatments and activities . The Amatara Resort and Wellness ...

Marketing Strategy

Red Bull organization is regarded as main energy drink provider that is distributing its products throughout the world. Red Bull is an international organization that is trying to market Red Bull Energy Drink. The mission of red Bull here is to enter into market of Hong Kong. Hong Kong is selected because it is located and China and China has successfully entered into the global market, and has provided several opportunities to international organizations to conduct their business in China. Further, China has also opened several platforms for businesses in order to facilitate them to enter into the Chinese ...

Executive summary

For convenience of analysis, this paper has been organised under three parts. The first part of the paper discusses about the global payments industry in general. The global payments industry has been growing at a tremendous pace over the last decades and the development of internet technologies greatly contributed to the growth of this industry. The Porter’s five forces analysis of the global payments industry reflects that it maintains a favourable business environment for business houses. In the analysis, it appears that all the five forces of the industry are in favour of the Visa that enjoys massive ...

Hanger Cleaners Company

Executive Summary This paper aims to analyze the competitive environment of a small company in the market. This is a case analysis in which a small business is taken into the consideration. The business is about the Hangers Cleaners Company. The company aims to provide the environment-friendly laundry service as its unique service; however, P&G stands as the major competitor for the business. So, this paper proceeds by identifying and analyzing the various critical success factors of the business. Various critical success factors are identified that are very essential for the business. Then, the paper supports the existence of ...

Analysis of the organisational profile of Lane Automotive and SWOT Analysis

Abstract This paper uses the company websites, newspaper publications etc. to research on the organisational profile and the current company’s position of Lane Automotive. Lane Automotive has secured a brand name in the Automotive Industry. The organisational analysis enables us to know the strength and the opportunities it has to help it maximise its profits also the threat that needs to be kept under check and the weaknesses that needs it to overcome. The research suggests that Lane has its strong brand name and popularity as well as sponsorships of big racing events as its strength, the market ...

SWOT analysis refers to a method through which a company can determine their internal strengths and weaknesses. The company also gets the opportunity to discover their opportunities which they can exploit to ensure that the company prospers. They also discover the threats the company faces that can make it impossible for the company to achieve their set goals. The purpose of this write-up is to conduct a SWOT analysis for Samsung. The strengths, weaknesses, opportunities and threats that face the company will be analyzed and outlines. A conclusion on the way forward for the company will also be provided ...

Introduction

This report discusses the strategies that are used by Trader Joe’s. It discusses the problems that Trader Joe is facing related to strategies and how those problems can be solved. The following things will be discussed in detail that which strategies Trader Joe’s should use to improve its performance and to gain a competitive advantage. In short, this report is a strategic analysis of Trader Joe’s.

Company Background

Trader Joe’s was established by a person named “Coulombe.” After completing his education, Coulombe started working with a company. He worked some time with a company and after that ...

Introduction

The primary objective of this paper is to look at the strategic execution of IBM. The paper looks at the issues to do with strategies currently used by the firm, analysis of its external and internal environment using SWOT analysis. It also looks at the strategy that the firm has pursued in the recent months, regarding the reasons for the execution of the strategy in question.

Company Overview

Product and Services International Business Machines Corporation (IBM) is one of the biggest technology-related enterprises in the world. IBM is an American company that is involved in the international business of manufacturing as ...

Water is very important for the wellbeing and survival of mankind. Drinking water enables a person to have good health. Some of the benefits of drinking water include creating balance in the fluids contained within the body; controlling calories; energizing muscles; making the skin look good; helping the kidneys cleanse the body; and maintaining a good bowel movement (Zelman 1). I drink water on a daily basis because I believe it has a positive impact on my health. Safe drinking water goes through a lot of processes and stages before it reaches the consumer. Water is a very special ...

LITERATURE REVIEW

Literature review When in the MSDI conference that was conducted in the late 1980s and at the beginning of 1990s, the concept of brand equity was discussed then participants agreed that there are two sorts of brand equity that includes financial brand equity and consumer based brand equity. Financial brand equity is related to the value of the company as it the brand of the consumer is treated as an asset. However, the consumer based brand equity (CBBE) is related to the value of customers because the brand adds convenience in the lives of customers (Cant, Strydom & Jooste, 2009). ...

(Caltex Brands 2016-2018)

Executive Summary

This report outlines a marketing plan for Chevron Singapore (Caltex brand). It has been observed that sales volume by Chevron Corporation has been declining over the past three years, and that is why this marketing plan was formulated to increase the sales volume, increase the Caltex brand awareness in those troubled markets and improve stakeholder and customer relationships between Chevron and the public. For a successful marketing plan, certain strategies which include PEST, SWOT, and Industry analysis were carried out. In PEST analysis, the factors arising from political, economic, social and Technological environments were analyzed. To ...

Introduction

This is a collection of rights possessed by brands owned by a company. They may also be a collection of various company shares, fixed interest securities or money market instruments. We cannot cover this topic without mentioning that one of the most valuable assets for any firm is the brand associated with its products and services. In order to achieve we have to employ the principle of strategic Brand Management which addresses branding decisions faced by an organization. It helps to increase understanding of the important issues in planning and evaluation of brand strategies, provision of appropriate theories and other brand decision ...

Life Cycle Management Analysis

In the year 2001, renowned electronics and computer giant Apple launched its much anticipated ‘breakthrough digital device’, which is an MP3 player under the brand name iPod. The gadget, which is extremely slim and fits into one's pocket, debuted at a cost of US$ 400 per unit. Some of its features according to the Apple Store included a ten-hour playtime, five gigabyte drive, a smart user interface with scroll wheel, less than ten minute CD transfer time and auto synchronize feature with iTunes. During the development and prior to the launch of the device, Apple had launched an extensive market campaign ...

Introduction

In a franchise business, an individual gets into contact with a business owner with a trade mark or trade name. For franchises to succeed, there has to be a level of mutual trust between the franchisee and franchisor. The franchisee injects an entrepreneunal spirit into the business that enables it to be a success. A new person in business wishes to use the known trade identity of the franchisor to conduct his business. He wants to reap the advantages of selling a product with recognition and great customer goodwill in the market place. Through franchising, the franchisee seeks to reduce the investment risk by ...