Marketing Essay Examples

Land Rover must determine how to position the Discovery to expand sales in North America. Land Rover vehicles have done well in the states, but developing the brand will be critical to achieving the lofty goal of 40,000 in sales by 1998. Alternatives:  Slow the plan for new Centre dealerships and focus funds on other […]

Arcor: Global Strategy and Local Turbulence Globally the confectionary industry is a highly competitive industry and attractive in the emerging and developed markets. While North America and Western Europe accounted for over two-thirds of sales, the newer markets in less developed countries are still looked at as high profile targets by chocolate and candy companies. […]

Natureview Farm Case Study Report Background Natureview Farm, a Vermont-based organic yogurt manufacturer with annual revenues of 13 mln. USD and 24% of market share, is a major brand in the natural foods channel. Company’s leadership in this channel was achieved through its emphasis on natural ingredients, strong reputation for quality and great taste, creative […]

A definition of brand as Muzellec and lambkin (2005) cited from the American Association of Marketing, could be “a name, term, symbol, design or a combination of them intended to identify goods or services of one seller or a group of sellers and to differentiate them from those of competitors”. After 1922 when the initial […]

Louis Vuitton, founded by Louis Vuitton in 1854, is a well-known French fashion house that specializes in creating trunks and leather goods. The brand has gained worldwide recognition for its ability to represent luxury while symbolizing gracefulness, sophistication, and excellence. With more than 300 stores across 44 nations and generating $2.7 billion in revenue in […]

Company Overview General Nutrition Companies, INC. was founded in Pittsburgh, Pennsylvania by David Shakarian in 1935 as a single, specialized, general health retail store (Histories, 2011). Since then, the company has experienced continuous growth in the nutritional supplements industry, NAICS code 445299 (Learning, 2011). GNC is the leading global specialty retailer of health and wellness […]

L’Oreal’s Customer- Based Brand Equity (CBBE) Model customer-Based Brand Equity is defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. The Customer-Based Brand Equity Model approaches brand equity from the perspective of the consumer – whether this be an individual or an organization. Understanding the needs […]

In order for a company to succeed in a market, a sum of management activities and execution skills have to output a product/service that match the client’s expectancies and demands. The combination of the company’s skills that make the client choose their product over the competitors’ are called Critical Success factors in the industry. Ben […]

Executive Summary: Abercrombie and Fitch Industry: High-end casual luxury apparel Industry Analysis- The Five Forces Threat of New Entrants include: established companies in related clothing markets could adjust merchandise to expand into A&F market. Level of difficulty to enter dependent on established infrastructure and brand recognition. Brand value and infrastructure are large barriers to entry […]

Among the last two decades of entering, KFC, shorten from Kentucky Fried Chicken, a once lack-luster American fast food brand, outperformed all other competitors and rapidly became the biggest restaurant chain in China. No matter considering the number of restaurants, profit or market shares, KFC dominants the Chinese food market with 2200 branches over China […]

Problem Analysis The key business issue facing Clayton in late 2009 is that its Italian subsidiary, Clayton SpA, has been making heavy operational losses for three years now, to the tune of over $1 million USD a month. While these losses have been exacerbated due to a general global recession which has reduced sales (which […]

Samsung Seca: Redefining a Brand Case Study Problem Identification: Samsung SECA has achieved a transformation from being an ordinary manufacturer of low-to-mid-market consumer electronics and computer components to becoming a supplier of fashionable, cutting-edge consumer electronics by embracing digital technology. However, despite undertaking initiatives to redefine the Samsung brand, such as extensive promotional expenditures and […]

Assignment 1: Procter & Gamble Company (A) Case Analysis (Submitted in fulfillment of the assignments for Marketing Management) Indian Institute of Foreign Trade, Delhi Table of Contents Assignment ………………………………………………………………………. 4 Executive Summary …………………………………………………………… 4 2. Analysis ………………………………………………………………………….. Recommendations ……………………………………………………………. 13 Assignment To analyze the Procter & Gamble Company (A) Case to take decision related to […]

– Verb – to talk informally with another or others; exchange views, opinions, etc. , by talking. MARKET Brand share 2007  Past seven years have seen a decline in the footwear market as the popularity of cheaper “low performance” wear increases (sector includes Converse) although there is a lack of more recent data available. However, […]

A new breed of entrepreneur is thinking across borders – from day one. FOR A CENTURY AND MORE, companies have ventured abroad only after establishing themselves at home. Moreover, when they have looked overseas, they haven’t ventured too far a eld, initially. Consumer healthcare company Johnson & Johnson set up its foreign subsidiary in Montreal […]

Of that, only a portion comes from his wages at soccer club Real Madrid, while the rest comes by the way of lucrative endorsement contracts. He is a marketing phenomenon, endorsing several products for millions of pounds ranging from mobile phones to soft drinks to football boots. Nothing could go wrong for the Beckham brand […]

Challenges and Advantages of Doing Business in China With China emerging as a global power in business within the last decade, knowing about doing business in China has become more important than ever. There are both many advantanges and challenges with doing business in China in this modern era, and understanding both sides of this […]

Introduction Tesco is a United Kingdom based multinational grocery retailer. Tesco is the third largest retailer on the global level after Wal-Mart and Carrefour. The expanse of the business is in fourteen countries in three continents. The company was started in the year 1919 and has grown tremendously in less than a hundred years to […]

In this essay, we will critically review and discuss the potential consumer needs and motivations that are associated with a particular brand of lipstick-red soles, specifically Christian Louboutin. The text discusses definitions and theoretical concepts to support the main evidence: (1) The link between consumers’ needs, motivations, and luxury brand products and their influence on […]

During the communism years, mostly during Nicolae Ceausescu’s “reign”, when basic products (food) were rationed and the other products were exported for economical growth, Kandia SA created the ROM chocolate bar. More exactly, ROM is a chocolate bar filled with rum cream, a unique product created for the local, Romanian market, first created in 1964. […]

Operation management Nike’s Operations management concerned about forecasting, controlling, designing, operating, and scheduling business operations in the production of Nike foot ware. Its excellent management that has been developed and ameliorated during the long term operation has enabled that business operations to be efficient and at the same time using as few resources as required. […]

  THEORETICAL BACKGROUND BRAND PERSONALITY A brand personality can be defined as the set of human characteristics associated with a given brand. Thus it includes such characteristics as gender, age, and socioeconomic class, as well as such classic personality traits as warmth, concern and sentimentality. Brand Personality like human personality, is both distinctive and enduring. […]