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5B. ADVERTISING AND MARKETING
How to interpret the catalog entries:
- How old is my paper? The closer a paper is to the top of a page, the more recently it was written.
- Book reviews Underlined titles indicate that the paper is a review/summary of a book.
- Page lengths, footnotes and bibliographic references: The title of the paper, usually typed in capital letters, is followed by a brief description of the paper and a specification of text page length (NOT including the bibliography or endnote pages), number of footnotes or citations, and number of bibliographic references.
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17727. DELL OPERATIONS MANAGEMENT PROFILE. This paper presents an operations management profile of Dell Inc. Following a brief history of the company and an overview of its current business, the paper presents an analysis of operations management at Dell, outlining the steps in the manufacturing process and profiling operations at the company, including discussion of Dell’s supply chain and supplier relations and its innovative zero inventory system. Dell’s marketing strategy, target market, competitors and competitive advantage are identified and discussed. A summary SWOT analysis is also included. The conclusion offers a personal opinion on the company and its prospects. KEYWORDS: Dell computer strategy manufacturing process zero inventory supply chain direct sales model. Written 2006. MLA Style. 12 pages, footnotes, 56 footnotes, 22 bibliographic sources. 3,204 words.
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17713. FEDEX CORPORATION. This paper provides an overview and assessment of Memphis, Tennessee-based FedEx Corporation, the world’s leader in express delivery and the third largest (behind the U.S. Postal Service and UPS) package delivery company in the United States. Part one of this paper provides an overview and discussion of the package delivery industry. Part two profiles FedEx’s history, management, and marketing strategy. Part three considers how FedEx has fared financially. The final section offers conclusions on the company’s financial future and makes recommendations on its stock. KEYWORDS: FedEx federal express financials package delivery business ups usps dhl tnt china expansion. Written 2005. APA Style. 9 pages, 23 footnotes, 13 bibliographic sources. 2,190 words.
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17701. CREATIVITY IN ADVERTISING. This paper presents an overview and analysis of the role, importance and limitations of creativity in advertising, with attention to applying creative advertising principles to new media including the Internet. It is argued that although creativity is often a critical element in advertising success, excessive emphasis on creativity may inadvertently block the message of the advertisement, thereby entertaining but not informing or persuading the target audience. Following an overview and definition of creative advertising, six basic guidelines for implementing creativity in advertising are offered: 1) Take risks in putting forth ideas for creative advertising; 2) Use novel viewpoints of the product/service; 3) Redefine problems; 4) Do the unexpected; 5) Don’t let efforts at creativity block the sales pitch; and 6) Take advantage of the creative advertising opportunities offered in new media forms. Keywords: advertising creativity new media online. Written 2005. Chicago Style Endnotes. 7 pages, 21 footnotes, 15 bibliographic sources. 1631 words.
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17624. WYLER UNSWEETENED SOFT DRINK MIXES CASE STUDY. This paper provides an analysis and case solution to a marketing case study concerning Wyler Foods’ decision on whether or not to introduce its own brand of unsweetened soft drink mix into the national market. The case analysis defines the issues, provides an industry analysis (looking at supply, demand, competitive conditions, regulatory concerns), discussion of the position of Wyler within the industry (market position, supply position, competitive position); outlines alternatives; and makes recommendations for action. KEYWORDS: business case studies marketing case study analysis market entry strategy competition strategy case solution. 10 pages, 0 footnotes, 1 bibliographic source. 2,266 words.
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17576. CRITICIZING MCDONALD’S. This paper provides an overview and analysis of some of the major criticisms leveled against the fast food giant, including: producing nutritionally defective food, contributing to the nation’s obesity problem, having a negative impact on the environment, treating animals inhumanely, and marketing products to impressionable young children. Describes the criticisms, considers the merits in the charges, and looks at McDonald’s efforts to respond to the charges. KEYWORDS: fast food industry mcdonalds obesity public health environment marketing ethics. Written 2005. MLA Style. 9 pages, 23 footnotes, 8 bibliographic sources. 2,243 words.
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17471. NESTLE GLOBAL STRATEGY. This paper provides a critique and analysis of an article published in the 7 August 2004 Economist. The article presents an overview and analysis of global strategy at Nestlé, the Swiss-based multinational. Summarizes the article and enumerates the major issues raised in the article. Examines the author’s central thesis that Nestle as currently organized is an unwieldy giant and finds it wanting. Contends that the article’s solid points have been weakened by a lack of supporting data and by the author’s clear bias in favor of focus strategies and against growth strategies. KEYWORDS: article critique london economist global strategy nestle food consumer products marketing management strategy. Written 2004. APA Style. 8 pages, 6 footnotes, 1 bibliographic source. 1,982 words.
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17463. NIKE: GLOBAL STRATEGY. This paper provides an overview and analysis of Nike’s utilization of innovative and at times ruthless business strategies to establish its commanding position in the global sports footwear and apparel market. Following an overview of the company and a discussion of Nike’s historical strategies, the analysis considers specific prototypical examples of Nike’s market-dominating strategies, including ambush marketing tactics, reliance on superstar endorsements, paradoxical marketing tactics, and controversial labor cost-cutting strategies. KEYWORDS: athletic shoes athletic apparel sportswear sneakers sports star endorsements sweatshops guerilla marketing ambush marketing. Written 2005. APA Style. 10 pages, 58 footnotes, 25 bibliographic sources. 2,445 words.
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17462. ELI LILLY, 1998 (A): STRATEGIC CHALLENGES HARVARD CASE STUDY 399173. This paper provides a Berkeley Research 14-point action research model case analysis and case solution to a Harvard Business School case study (399173) by Michael Y. Yoshino and Thomas W. Malnight which focuses on pharmaceutical giant Eli Lilly’s strategic challenges in 1998. Although Lilly has grown over the previous decade and although it has a strong leadership position in the neurosciences with its Prozac and Zyprexa products, the company faces numerous market challenges related to changing demographics, intensifying competition, industry consolidation, regulatory pressures and healthcare industry cost constraints. It is recommended that Lilly diversify its product portfolio, cautiously begin acquiring small firms, and work to change its organizational culture to encourage flexibility and organization-wide learning. KEYWORDS: case study case studies pharmaceutical industry Eli Lilly and Company strategy strategic management strategic international marketing action research consolidation research and development teams globalization case solution. APA Style. 14 pages, 9 footnotes, 7 bibliographic sources. 3,440 words.
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17451. MARKETING MEDICAL EQUIPMENT TO CHINA. This paper explores entering the Chinese medical equipment market with a portable digital x-ray product. The first part of the paper presents an overview and analysis of the Chinese market, and a discussion of risks, opportunities, and basic parameters of doing business in China from the perspective of an American firm. The second part of the paper focuses on entering the medical equipment market. The Chinese health industry in general and the medical devices industry (with a focus on digital medical imaging equipment) in particular are profiled and discussed in terms of structure, risks and opportunities. Taking the perspective of a small U.S. manufacturer and marketer of high technology medical imaging equipment, the analysis then presents a tentative program for Chinese market entry, focusing initially on a portable digital x-ray machine. KEYWORDS: China market entry medical devices marketing strategy. Written 2005. 21 pages, 106 footnotes, 46 bibliographic sources. 5066 words.
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17448. ATHLETIC SHOE INDUSTRY. This paper provides an overview and analysis of strategy in the athletic shoe industry. Following a brief introductory overview of the athletic shoe industry, the analysis considers variations and major trends in corporate, business and functional level strategies. The discussion of strategies draws on examples from major competitors such as Nike, Reebok, New Balance and Adidas, as well as smaller players such as Fila. Corporate strategies include efforts to define global vision. Differentiation and focus-differentiation strategies predominate at the business level. Functional level strategies concentrate on coordinating product development, advertising, and distribution. KEYWORDS: Footwear industry athletic shoes competition strategy differentiation. Written 2005. 12 pages, 29 footnotes, 13 bibliographic sources. 2760 words.
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17430. MICROSOFT’S MARKETING ORIENTATION. This paper provides a critical overview and analysis of the current marketing orientation of Microsoft. The extent to which Microsoft manifests a market orientation and/or adopts the characteristics and strategies of a market-driven company is evaluated. The paper considers how successful Microsoft is in terms of ensuring that factors in its external environment and the various market actors with which it relates are accommodated within its marketing strategy. Also considered is how successful Microsoft appears to be in ensuring cross-functional responsibility for marketing operations within and across its own sub-units and departments. Prior to examining Microsoft’s marketing orientation in detail, the concept of a market-oriented firm is defined and a brief overview of Microsoft’s current operations and structure is presented. The paper concludes with recommendations to Microsoft management on the future development of market-driven strategies aimed at securing Microsoft’s sustained competitive advantage. KEYWORDS: Microsoft software competition strategy marketing. Written 2005. 15 pages, 53 footnotes, 33 bibliographic sources. 3,457 words.
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17425. MARKETING PRESCRIPTION DRUGS. This paper provides an overview and analysis of Big Pharma’s prescription drug marketing, considering the economic, political, social and ethical aspects of this issue. Following a definition of the issue and an identification of the major stakeholders, the paper analyzes drug manufacturers’ prescription drug marketing, looking at both marketing/promotion to doctors through sales representatives or “detailers” and direct-to-consumer marketing through consumer-oriented advertising and promotions. Policymakers’ and regulators’ response to prescription drug marketing are considered. The concluding section offers recommendations to practicing managers in the pharmaceutical industry about appropriate responses to the challenges and opportunities presented by prescription drug marketing. KEYWORDS: pharmaceutical prescription drug marketing advertising medical ethics healthcare costs. Written 2004. 20 pages, 134 footnotes, 53 bibliographic sources. 4,697 words.
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17415. ACCENTURE: THE RE-BRANDING OF ANDERSEN CONSULTING CASE STUDY. This paper provides an analysis and case solution to a case study involving Andersen Consulting (AC), the market leader in corporate consulting as of 2000. The analysis considers how Accenture can rapidly and effectively position itself to keep its large base of established clients from the former Andersen Consulting while simultaneously leveraging its new name and strategy to attract new clients and retain its market leadership position revenues. Includes a brief SWOT analysis, proposed solutions and an implementation plan. KEYWORDS: case studies corporate branding company image arthur andersen accenture consulting consultants case solution. Written 2004. 7 pages, 0 footnotes, 0 bibliographic sources. 1,584 words..
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17404. MADCAP CRAFTBREW & BOTTLEWORKS, INC.: ZEBRA BEER – IT’S NOT ALL BLACK AND WHITE CASE STUDY. This paper presents an analysis and case solution to a marketing case study involving a micro-brewery. The principals of Madcap Craftbrew must determine how to best position their Zebra beer product to achieve sustained competitive advantage within a domestic beer market that is mature and highly competitive and within a segment of that market – craft beer – that is in the midst of a significant shake-out. Includes a Five Forces (Porter) analysis as well as a S.W.O.T. analysis. Identifies and evaluates four possible alternative solutions. Recommends that Madcap position Zebra as a premium beer and offers suggestions on implementation of this strategy. KEYWORDS: marketing case studies market segmentation premium products target marketing beer competitive analysis case solution. 11 pages, 18 footnotes, 12 bibliographic sources. 2,710 words.
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17403. GINO SA IVEY BUSINESS CASE - DISTRIBUTION STRATEGY. This paper provides discussion and recommendations on distribution strategy for the Gino SA Ivey Business School case study. The paper discusses Gino's competitive advantages and disadvantages, Gino's control problem with its distributors, and makes recommendations on Gino's long-term (3-year) channel management strategy. For a full analysis of the Gino SA case study, please see paper 17402. KEYWORDS: case study case solution channel management distribution strategy. 6 pages, 11 footnotes, 8 bibliographic sources. 1,485 words.
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17402. GINO SA: DISTRIBUTION CHANNEL MANAGEMENT (1) IVEY CASE STUDY 902A13. This paper analyzes and presents a case solution to a Richard Ivey School of Business (University of Western Ontario) international marketing management case (902A13) by Terry H. Deutscher and Alan Wenchu Yang involving Gino Burner Co., a Paris-based manufacturer of burners. The case concerns a problem in distribution channel management in Gino’s Chinese operations. Taking the perspective of the Marketing Manager charged with assessing the situation and making recommendations, the problem is analyzed, alternative courses of action are identified and evaluated, and support is offered for the recommended alternative. KEYWORDS: ivey harvard case study international marketing case study international distribution management case studies emerging markets globalization Chinese market case solution. 12 pages, 14 footnotes, 11 bibliographic sources. 2,839 words.
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17401. FRIGIDAIRE COMPANY: LAUNCHING THE FRONT-LOADING WASHING MACHINE CASE STUDY. This paper presents an analysis and case solution to an Iowa State University marketing case study by Kay Palan and Timothy Dannels on Frigidaire’s troubled launch of its new horizontal axis (front loading) washing machine. After defining the problem, a SWOT analysis and brief segmentation analysis are conducted to help generate alternatives. Five potential alternative solutions to Frigidaire’s marketing problem are identified and evaluated. The concluding section presents recommendations and a brief action plan for implementation. KEYWORDS: case studies appliances marketing strategy new product case solution. 11 pages, 4 footnotes, 14 bibliographic sources. 2,565 words.
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17397. FIVE FORCES ANALYSIS OF THE PLASTICS INDUSTRY. . This paper uses Porter’s (1991) Five Forces Model to analyze competition in the U.S. plastics industry. The threat of new entrants, rivalry among existing competitors, threat from substitute products, bargaining power of buyers, and bargaining power of suppliers are analyzed in the context of recent industry trends (e.g., move towards consolidation, structural shifts within the industry, developments in renewable feedstocks, processing innovations, etc.) and significant factors in the operating environment that have impacted competitors in the plastics industry (e.g., growth of the Internet and related technologies, economic recession, rising energy costs, changes in environmental regulations, etc.). KEYWORDS: competitive analysis michael porter five forces analysis plastics industry. Written 2003. APA Style. 14 pages, 89 footnotes, 44 bibliographic sources. 3,389 words.
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17386. INTERNATIONAL EXPANSION OF AT&T BROADBAND TO KUWAIT: COUNTRY RISK ASSESSMENT & BUSINESS PLAN. This paper presents a country/market risk analysis and business plan for AT&T Broadband expansion into Kuwait. The investigation begins with a country risk analysis, looking at the economic, political, legal, social, and cultural environment in Kuwait. This is followed by a market analysis which provides an overview of the broadband market in general and considers the particular potential of the broadband market in Kuwait. Subsequent sections provide recommendations for mode of entry; currency and financial risk management; marketing; general operations; and management. The investigation concludes with preliminary financial projections related to initial capital requirements, operating expenses, and projected revenues. KEYWORDS: county risk assessment Kuwait broadband market plan. Written 2003. MLA Style. 22 pages, 71 footnotes, 39 bibliographic sources. 6,704 words.
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17340. THE ELABORATION LIKELIHOOD MODEL (ELM) & PRODUCT PLACEMENT. This paper describes the ways that the Elaboration Likelihood Model (ELM) can be applied to studying the phenomenon of product placement in movies, television, and reality TV. It is argued that the ELM not only helps to explain how product placement works; it also provides insights on how the practices of product placement can be improved to the benefit of all concerned (sponsors, producers of movies and shows, and consumers). Provides a brief history of product placement in movies, television and reality TV; describes the Elaboration Likelihood Model; and examines empirical findings on the use and effectiveness of the ELM. Concludes that the Elaboration Likelihood Model not only helps to explain the phenomenon of product placement, it also provides insight into how the practice can be improved. KEYWORDS: product placement media ELM. Written 2005. 11 pages, 26 footnotes, 8 bibliographic sources. 2,673 words.
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17322. MOBILE PHONES IN INDIA. This paper presents an overview and analysis of India’s potential as a good market for mobile phones. Following a brief discussion of the burgeoning global mobile phone market and the recent rapid expansion of the Asian mobile phone market, the paper presents a profile of the market for mobile phones in India. A growing middle class, price cuts by phone manufacturers and wireless companies, a shrinking grey market, and reforms in government regulations all favor strong growth in the Indian market. Provides some comparative data on the Chinese mobile phone market and concludes that India offers the most favorable prospects for strong future growth in mobile phones. KEYWORDS: mobile phones cell phone market India China marketing. Written 2005. 14 pages, 46 footnotes, 17 bibliographic references. 3,229 words. Section 25E, 5B, 7C
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17318. MARKET RESEARCH AT MOTOROLA. This paper assumes that the management at Motorola’s mobile phone division is seeking bids for a research agency to conduct a program of research which will explore customer needs and provide guidelines for future product development. The paper first provides a research brief, written from the perspective of Motorola’s marketing management and describing the research needs, objectives and budget. Following this, the paper presents a research proposal from a marketing research agency. The proposal provides background information on the mobile phone industry with a focus on the UK market, sets forth research objectives, and includes a budget and timetable. KEYWORDS: mobile phones marketing market research cell phone industry Motorola. Written 2005. 13 pages, 7 footnotes, 7 bibliographic sources. 3,045 words.
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17316. MARKETING RESEARCH INDUSTRY. Written as part of an induction/orientation program for a company’s new marketing research trainees and recruits, this paper provides a brief introduction and overview to the market research industry. Includes a discussion of the stages of the marketing research process, the procedures for selecting a marketing research supplier, and ethics and social responsibility issues. KEYWORDS: market research industry new employee orientation. Written 2005. 5 pages, 0 footnotes, 0 bibliographic sources. 1,095 words.
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17306. GLOBAL MARKETING DEBATE. This paper provides an overview and analysis of the three major approaches to global marketing that have emerged since Theodore Levitt wrote his famous article on global marketing (arguing for a “think globally, act globally” approach) in 1983. Summarizes Levitt’s approach and the criticisms to this approach. Argues that the two approaches that take local factors into account are more effective (for most companies) than Levitt’s global approach. For most companies, local adaptation is an important factor in the attainment of global success. 15 pages, 35 footnotes, 9 bibliographic sources. 3,428 words.
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17298. "FAST FOOD NATION: THE DARK SIDE OF THE ALL-AMERICAN MEAL" BY ERIC SCHLOSSER. This paper provides a summary and review of Schlosser’s (2001) book profiling and lambasting America’s fast food industry and its negative impact on American consumers and workers. Argues that Schlosser’s book not only describes a serious problem that exists in American society in the present day, but also offers hope and suggestions for ways to overcome the problem. KEYWORDS: book review fast food industry burgers pizza tacos sanitation low wage workers. Written 2005. 7 pages, 11 footnotes, 1 bibliographic source. 1,641 words.
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17282. “CATEGORY KILLERS” BY ROBERT SPECTOR. This paper provides a summary and analysis of Robert Spector’s book about “big box” discount retailers (e.g., Toys R Us, Best Buy, etc.) which specialize in a particular category of product and come to dominant the competition by offering their customers everyday low prices. Includes a summary and discussion of each section of the book, focusing on Part Two, which explains why the category killers dominate their competitors. KEYWORDS: retail specialty stores competition big box. Written 2005. 8 pages, 20 footnotes, 1 bibliographic source. 2,011 words.
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17265. LOWE’S COMPANIES: STRATEGY. This paper provides a strategic analysis Lowe’s Companies, Inc.’s (hereinafter, Lowe’s) organizational and marketing strategy. The paper includes an overview and analysis of Lowe’s history, mission, current operations, strategies, and operating environment as well as an analysis of Lowe’s position relative to its principal competitor – Home Depot . Following this, a summary S.W.O.T. analysis is used to identify Lowe’s central internal strengths and weaknesses along with the principal threats and opportunities evident in its external environment. The concluding section presents a summary analysis and recommendations for future adjustments to Lowe’s strategy. KEYWORDS: market strategy home improvement do-it-yourself installation contractors strategic analysis Lowe’s Home Depot. APA Style. Written 2005. 14 pages; 43 footnotes; 28 bibliographic sources. 3840 words.
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17264. STARBUCKS STRATEGY. This paper presents a strategic audit of Starbucks Corporation, the world’s leading speciality coffee retailer. The analysis evaluates the effectiveness of Starbucks’ strategies to date, noting any strategy-related problems, and makes recommendations on how the company can improve its strategic position in the future. The audit begins with an overview and analysis of Starbucks’ history, mission, operations, and strategies. Following this, a summary S.W.O.T. analysis is used to identify Starbucks’ central internal strengths and weaknesses along with the principal threats and opportunities evident in its external environment. The concluding section presents a summary analysis and recommendations for future adjustments to Starbucks’ strategy. It is argued that Starbucks’ success – along with its incredibly rapid growth – has been the result of an aggressive expansion strategy. Such rapid growth, often involving self-cannibalization, and contingent upon customers’ willingness to shell out $4-$5 for coffee, is unlikely to be infinitely sustainable. KEYWORDS: Marketing management strategy Starbucks specialty coffee retailer strategic business case study strategic audit assessment. APA Style. 17 pages, 74 footnotes, 31 bibliographic sources. 4,308 words.
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17263. EBAY: STRATEGY. This paper provides a strategic analysis eBay’s organizational and marketing strategy. The paper includes an overview and analysis of eBay’s history, mission, current operations, strategies, and operating environment as well as an analysis of eBay’s position relative to its major competitors. The paper concludes with a summary S.W.O.T. analysis and recommendations on future adjustments to eBay’s strategy. KEYWORDS: eBay online auctions online marketplace strategy Amazon Yahoo expansion diversification Skype PayPal. Written 2005. APA Style. 15 pages, 68 footnotes, 49 bibliographic sources. 4,587 words.
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17261. COCA-COLA'S INTERNATIONAL MARKETING STRATEGY. This paper provides a case analysis and evaluation of Coca-Cola Company’s strategy for entering overseas markets. The analysis considers the extent to which the company has followed a standardized path in entering new markets and marketing its products across different national markets and the extent to which the company has adopted different strategies for different markets. Strategic variations in distribution, advertising, product mix, product development and product positioning are considered. The strategy and/or strategies that Coca-Cola has adopted are evaluated in terms of criteria such as product transportability, the transferability of competitive advantage, inter-firm transferability of resources and the need to adapt to local market conditions MLA Style. 16 pages, 68 footnotes, 39 bibliographic sources.
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17256. MOTOROLA STRATEGY. This paper provides an overview and strategic analysis of Motorola. Following a discussion of Motorola’s history and an outline of the company’s operations, its operating industries, and Motorola’s mission/vision statement, the paper provides a summary S.W.O.T. analysis, and an analysis of Motorola’s marketing, growth and differentiation strategies. The paper concludes with recommendations on steps Motorola should take as it continues making its turnaround. Argues that cultural change will be necessary to achieve Motorola’s new vision of “seamless mobility”. Keywords: Motorola cell phones wireless communications strategy competition. Written 2005. 13 pages, 68 footnotes, 39 bibliographic sources. 3,392 words.
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17250. GAP MARKETING. The paper provides a marketing profile of Gap Inc., the country’s largest specialty retailer and owners of the Gap, Banana Republic, and Old Navy brands. Following an introductory overview of the company’s 2002-2004 turnaround, marketing strategy and practices at Gap are profiled. After a brief summary corporate history, the analysis considers Gap’s segment strategy, profiles its brands and products, outlines its system of distribution, and discusses its pricing, advertising, and promotion policies. The analysis concludes with an evaluation of Gap’s current position and planned marketing strategies. Keywords: specialty retailer Gap casual clothier marketing strategy competition. Written 2004. 12 pages; 49 footnotes; 25 bibliographic sources. 4,236 words.
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17247. ADVERTISING & BRANDING IN CHINA. This paper provides an overview and analysis of the historical development and modern-day status of advertising and branding in China. The Chinese advertising environment is described in detail. The history of advertising in China from the early 20th century through the 1949 Communist takeover and the 1979 economic reforms is traced. The analysis consider the role of advertising and the 1979 economic reforms is traced. The analysis considers the role of advertising the attitudes towards advertising in Communist China prior to and after the beginning of significant market reform in 1979. The paper then examines branding in China. The paper considers the degree of brand recognition in China; Chinese attitudes towards brands; the scope and nature of brands (foreign and domestic) in contemporary China; and the obstacles to developing brands in China. A concluding section makes recommendations for the development of global Chinese-based brands, with a specific recommendation for developing the popular Chinese appliance brand Haier into a global brand. Keywords: China advertising China branding advertisements marketing global brands. Written 2003. 27 pages; 141 footnotes; 47 bibliographic sources. 6,715 words.
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17246. BLOCKBUSTER MARKETING. This paper presents a marketing profile of Blockbuster Inc., the nation’s largest video rental chain. Following an overview of the company’s history and current operations, the paper profiles Blockbuster’s marketing objectives, strategies and tactics as it struggles to respond to changes in the marketing environment and meet its ambitious goal of becoming the complete source for movies and games. Examines Blockbuster’s new initiatives such as in-store subscriptions (“Movie Pass”), gaming expansion, DVD trading, and its new online subscription service. Keywords: strategic analysis marketing video stores gaming movies. Written 2004. 8 pages; 35 footnotes; 20 bibliographic sources. 2,076 words.
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17216. MARKETING THE APPLE IPOD. aThis paper provides an overview and analysis of the marketing of the Apple iPod. The stepping off point for the paper is the iPod’s advertising campaign (launched in the U.S. in October of 2003, expanded globally by December 2003 and in use through early 2004). The analysis attempts to explain Apple’s marketing intent with the iPod and looks at the way that intent is delivered to the customer. The paper also considers the effectiveness of the marketing strategy and tactics used to achieve that intent and the impact on Apple’s operation as it strives to deliver the product to the customer. The analysis is based on a review of the marketing literature (print and online) on the iPod as well as an analysis of the advertising campaign and the Apple iPod website. Keywords: Apple Computer iPod music download iTunes advertising marketing strategy target. 11 pages; 51 footnotes; 17 bibliographic sources.
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17213. BRITISH AIRWAYS MARKETING STRATEGY. This paper provides a brief review of the literature on marketing strategy in general, and marketing strategy in the international airlines industry in particular, and then applies the major theories, models, and concepts to the specific case of British Airways (BA). Discusses BA’s market segmentation, positioning and branding efforts and refers to specific recent advertising campaigns. Keywords: international airlines marketing market segmentation advertising branding competition strategy. Written 2004. 9 pages; 45 footnotes; 39 bibliographic sources. 2,089 words.
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17203. CASE STUDY: FINDING THE RIGHT MARKETING MIX FOR A NEW TELEVISION IN THE INDIAN MARKET. This paper analyzes a case study of the marketing of an Indian electronics manufacturer’s new color television, named “Candy.” Explores the marketing segmentation strategy and analyzes problems in marketing, manufacture and sale of the TVs based on a review of the facts of the case, a review of related marketing literature and a brief overview of the Indian television market. Keywords: marketing mix market segmentation strategy televisions India. Written 2004. 15 pages; 16 footnotes; 13 bibliographic sources. 3,741 words.
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17174. "MALLRATS" AND "SCENES FROM A MALL". This paper draws on a comparison of two movies featuring malls as their primary setting to discuss mall marketing and mall consumer issues. The two films are Paul Matzursky’s “Scenes from a Mall” (1991) and Kevin White’s “Mallrats” (1995). These two films present two very different impressions of mall marketing and mall lifestyles in America. Keywords: shopping malls consumer behavior teenagers. 7 pages, 7 footnotes, 7 bibliographic sources.
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17173. COMPARISON OF FOUR NORTH AMERICAN SHOPPING MALLS. This paper explores the meaning and importance of shopping malls through a comparison of four North American malls: 1) Mall of America (Bloomington, Minnesota); 2) West Edmonton Mall (Edmonton, Alberta); 3) Woodbury Commons Premium Outlets (Central Valley, New York); and 4) Westfarms Mall (West Hartford, Connecticut). Following a general discussion on the development of shopping malls and their importance, the paper compares and contrasts the four shopping malls in terms of their respective marketing strategies, consumer behavior, social class, and psychographics. Keywords: shopping malls consumerism marketing consumer behavior. Written 2004. 15 pages; 59 footnotes; 23 bibliographic sources. 4,340 words.
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17134. BUSINESS PLAN: MARKETING A LOW-FAT PRODUCT TO CHINESE CHILDREN. This paper presents a proposal to introduce a low-calorie, low-fat (diet) snack/candy bar in China aimed at the target market of overweight children and young teens. The problem of childhood/adolescent obesity in China is profiled. Another section presents a country risk assessment for China and profiles options for organizing a new investment in China. Another section presents an analysis of the children’s market in China, with a tight focus on marketing snacks to children. The final section draws on the information presented in the preceding sections to outline a comprehensive marketing plan for the product introduction, including a discussion of options for raising initial capital; assessment of market entry options; and recommendations on distribution, promotion, and advertising strategies. KEYWORDS: china market entry chinese children obesity chinese marketing new product snack food. Written 2003. 47 pages; 129 footnotes; 54 bibliographic sources. 11,329 words.
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17122. A MARKETING MIX (4 P'S) ANALYSIS OF MIKE'S HARD LEMONADE. This paper provides a marketing mix analysis of the #2 player (behind Smirnoff Ice) in the “Malt Alternative” or “Flavored Alcoholic Beverage” category. Profiles all elements of the product (quality, branding, packaging and labeling, product class, product life cycle, positioning), place (channel system, channel cooperation), promotion (advertising, PR, sales promotion) and price (pricing objectives, cost factors, discounts). KEYWORDS: marketing mix four ps analysis beverage product. Written 2003. 10 pages; 22 footnotes; 18 bibliographic sources. 2,740 words.
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17084. NUCOR CORPORATION CASE STUDY. This paper provides a case analysis and case solution to a case on Nucor Corporation, a company in the U.S. steel production industry. The case is drawn from Hitt, Ireland, & Hoskisson's Strategic Management: Competitiveness and Globalization. The paper analyzes the external environment and competition within the industry, as well as the company's strategies, core competencies, and performance. A SWOT analysis is also included, along with recommendations for strategy formulation and implementation. KEYWORDS: business strategy case study recommendations Nucor steel industry case solution. Turabian Style with Endnotes. 11 pages, 23 footnotes, 5 bibliographic sources. 2,776 words.
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$77
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17053. MUSIC IN THREE TELEVISION ADVERTISEMENTS. This paper describes three television commercials (for a sports utility vehicle, a woman’s razor, and a medical product) and discusses how music was used to evoke a mood and to support the products’ sales appeal. Keywords: advertising emotion music. 6 pages; 0 footnotes; 0 bibliographic sources.
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$42
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15912. MINORITIES AND WOMEN IN THE ADVERTISING INDUSTRY. This paper discusses the under-representation of women, African Americans, and other minorities in media and advertising careers. The reasons for the situation are addressed, and the past, present and future of minorities in the industry are discussed. 14 pages, 46 footnotes, 16 bibliographic sources.
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$98
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15907. THE APPLE IPOD. This paper provides an overview of the Apple iPod, its success, and the view that it will become a major element in Apple’s future growth. Includes a discussion of the product’s features, the related iTunes service (for downloading songs), the decision to make the product compatible for Windows users, marketing strategies, and data on sales and market share. 16 pages; 61 footnotes; 11 bibliographic sources. RELATED PAPERS Apple Inc in 2010 Harvard Case Solution Apple Inc, 2008 Harvard Case Solution Design Thinking and Innovation at Apple Harvard Case Solution Symbian, Google, Apple in the Mobile Space Harvard Case Solution iPod versus Cell Phone Harvard Case Solution Apple Computer 2006 Harvard Case Solution Marketing Campaign for the Apple IC.E Reader Term Paper Marketing the iPod term paper
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$112
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15832. BMW & AUDI: INTERNET MARKETING STRATEGIES. This paper examines how BMW and Audi use Internet strategies to build customer loyalty and meet other marketing goals. Argues that while Audi is able to remain competitive in this arena, BMW is overall in a much stronger position in terms of online marketing. 9 pages; 25 footnotes; 15 bibliographic sources.
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$63
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15829. MECCA COLA. This paper provides an overview of the social and political implications of Mecca Cola, an alternative to Coca-Cola which is popular among Arabic consumers in Europe and the Middle East. Argues that consumption of Mecca Cola serves as a way to protest against American imperialism and Middle East policies. As such, the product demonstrates the process of consumers making free and rational choices and, more specifically, using their choices as a form of resistance. Includes an annotated bibliography. 11 pages; 29 footnotes; 12 bibliographic sources.
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$77
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15818. INTEGRATED MARKETING AT SYSCO FOOD SERVICES. This paper explains and discusses the theory of integrated marketing and the ways it has been used by companies. Following this background discussion, the paper then analyzes how Sysco (a major distributor of food products, equipment and services) has used integrated marketing to support their customers' operations and profitability. 18 pages; 37 footnotes; 10 bibliographic sources. 4,125 words.
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$126
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15808. THE NORDSTROM COMPANY. Using the book, THE NORDSTROM WAY (Spector & McCarthy), this paper compares the company's marketing strategies with the veiws on retailing continued in Walker, Etzel & Stanton's MARKETING text. Nordstrom's strategies are similar to those described in the MARKETING book, but there are certain important variations as well. Nordstrom empowers individual salespersons as a means for attaining a higher level of customer satisfaction. KEYWORDS: company profiles nordstrom marketing strategy employee empowerment, employee motivation, compensation sales. 9 pages; 26 footnotes; 2 bibliographic sources. 2,026 words. RELATED PAPERS: Nordstrom: Dissension in the Ranks?(A) Harvard Case Solution Extrinsic Employee Motivation Marketing Practices of Bloomingdales and Nordstroms
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$63
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15633. MARKETING ENVIRONMENTAL CLEAN-UP TO CHINA. This paper presents a market assessment/risk analysis and recommendation for the proposed Chinese market entry of a U.S.-based environmental firm, which markets pollution control products and services. The analysis begins with an overview of current political and economic conditions in China. The next section profiles the current market for environmental and pollution control services and products in China. Following this, the analysis considers some of the basic aspects - and risks - of doing business in China, including accounting practices, legal structure, available modes of entry, intellectual property rights, costs of doing business, cultural considerations, human resource management issues, and the general logistics of operating in China. A concluding section makes recommendation on entry. KEYWORDS: china market chinese marketing environmental clean-up pollution chinese environmental products market plan. 27 pages, 74 footnotes, 31 bibliographic sources. 7,177 words.
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$133
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15622. MARKETING HEALTH INSURANCE ONLINE. This paper presents an Internet business plan for a fictional (a composite profile was formed based on a survey of the literature on insurance industry trends and composition) established brick-and-mortar health and life insurance broker. This presentation begins with a brief summary of the company and its mission (prior to the implementation of the Internet strategy). This is followed by an industry'/market analysis and description of the marketplace. The Internet business plan includes a company-specific products/services analysis; identification of the target market audience; a profile of the competition; plans for brand name development; articulation of the marketing, sales and promotion strategies; an outline of the customer service support plan; marketing budget and business profitability projections. During the course of the business plan, the presentation articulates a new mission statement for the Internet plan and specifically how the Internet plan dovetails with the existing company business model and mission. Written 2002. 15 pages, 41 footnotes, 25 bibliographic sources.
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$105
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15609. CASE STUDY: CIBA SELF-MEDICATION. This paper provides a case study analysis of Ciba Self-Medication, over-the-counter (OTC) division of Ciba-Geisy, a global pharmaceutical and chemical company. The timeframe is late 1994. Drawing on the case report and supplementary references, the investigation analyzes the present position of the company, identifies the key international marketing opportunities, applies portfolio analysis and evaluates Ciba's key brands and geographic markets, and makes marketing plan recommendations. KEYWORDS: case studies international marketing pharmaceutical industry ciba over the counter medicines market strategy. 13 pages, 11 footnotes, 9 bibliographic sources.
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$91
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15562. PROCTER & GAMBLE GROWTH STRATEGIES. This paper examines such things as advertising pricing strategies and diversification strategies in the company's growth since its founding in 1837. In addition, it is noted that recent changes have caused the company to shift from its traditional strategy of new product development to a strategy based more on the effort to attract customer loyalty. 12 pages, 35 footnotes, 14 bibliographic sources.
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$84
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15476. HEALTH FOOD MARKETING. This paper presents a study of health food marketing examines consumer attitudes, beliefs and preferences towards health and nutrition in general and health food and related supplements in particular as part of an effort to formulate a more effective marketing program for a specific health food store. Following a review of relevant literature, the results of a questionnaire administered to twenty-five (25) randomly selected customers from the target health food store are presented and analyzed. Drawing on the results of the survey, the outline of a new store marketing campaign stressing product quality and the knowledge of staff about health food products is presented. KEYWORDS: survey questionnaire study health food marketing. APA Style. 25 pages, 37 footnotes, 22 bibliographic sources.
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$133
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15472. THE BENEFITS OF MARKETING RESEARCH. This term paper presents a brief overview and analysis of the benefits of marketing research for organizations. Following a discussion and overview of the two major types of market research (primary and secondary), the benefits of marketing research for organizations are considered. Specific examples of how marketing research provides benefits to organizations are presented. KEYWORDS: marketing research benefits business term paper. APA Style. 6 pages, 15 footnotes, 9 bibliographic sources.
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$42
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15302. STARBUCKS CORPORATION: STILL PERKING? CORNELL UNIVERSITY CASE STUDY. This paper provides an analysis and solution to a Cornell University School of Hotel Administration strategic management case study on Starbucks Corporation in the mid-1990s. The paper assesses the impact of Starbucks’ organizational purpose upon the strategic position of the company at the end of the case period (August 1996). The main part of the analysis assesses the impact of the company’s organization purpose through a step-by-step analysis of Starbucks’ mission statement and its “five guiding principles”. Following the discussion and analysis of how these five guiding principles have shaped the company’s strategic vision and current (August 1996) strategic position, the essay considers the company’s strategic options for the future, given the expected environmental threats previously outlined. A concluding section makes recommendations on future action. KEYWORDS: starbucks gourmet coffee strategic management corporate strategy case study corporate values mission globalization competitive strategy term paper case studies case solution. 11 pages, 0 footnotes, 0 bibliographic sources. 3,435 words.
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$77
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15234. THE FIRESTONE TIRE RECALL. This term paper analyzes the handling of the August 9, 2000 Firestone tire recall. The paper traces the history of the recall, examining Firestone's own knowledge of the tire problems, Firestone's relationship with Ford, and Firestone's public response following the August 9th recall announcement. The essay concludes that Firestone missed the opportunity to learn from the mistakes made during the massive 1978 recall of its Firestone 500 tires and the ensuing public relations disaster. KEYWORDS: firestone tire recall scandal business ethics bridgestone response term paper. APA Style. 10 pages, 58 footnotes, 27 bibliographic references.
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$70
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15224. MASLOW'S HIERARCHY OF NEEDS IN ADVERTISING. This paper describes Maslow's theory and discusses how advertisers apply it to the motivation of consumers. In addition, the use of the theory in market segmentation is discussed, as well as the view that "fun" (not explicitly addressed by Maslow) is also an important consumer motivator. 13 pages, 19 footnotes, 12 bibliographic references.
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$91
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15114. WOMEN IN ADVERTISING. Historical overview of the use of women in ads, as role models and for sex appeal. Includes a discussion of stereotypes and unrealistic standards, which still exist despite changes that occurred after the 1970s. Concludes with some suggestions for improving the image of women in the media. 17 pages, 53 footnotes, 12 bibliographic references.
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$119
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15068. FREQUENT FLIER PROGRAMS. This research paper provides an overview and analysis of the history and current use of frequent flyer programs in conjunction with airline marketing. Following an analysis of the early history of frequent flier programs as they evolved in the U.S. airlines industry, the term paper provides an overview of current statistics on frequent flyer programs; an overview of recent trends in the marketing of these programs; and a discussion of the limitations of frequent flier programs. KEYWORDS: airline marketing strategies frequent flyer frequent flier programs airline passengers customer incentives us airlines term paper. APA Style. 12 pages, 37 footnotes, 22 bibliographic sources. 3,429 words.
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$84
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15065. COKE.COM VERSUS PEPSI.COM. This paper provides an historical comparative analysis of the number one and number two soft drink maker's websites for their respective flagship products (Coke & Pepsi). Each site is analyzed and compared with the other on the following facets: content, style, brand image, flow, user interface, interactivity, target markets, graphics, multimedia, and overall effectiveness. 10 pages, 23 footnotes, 19 bibliographic references, (14 print sources, 4 websites).
RELATED PAPERS
Coca Cola's International Marketing Strategy Research Paper
Cola Wars Continue, Coke and Pepsi in 2006 Harvard Case Solution
Strategic Leadership at Coca Cola The Real Thing Case solution TAGS: coke, pepsi, coca cola, pesico, soft drink industry, internet marketing, web advertising marketing strategy, research paper
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$70
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14702. MANCO, THE DUCK COMPANY CASE STUDY. This paper provides a case study analysis and solution to a case study on Manco, a distributor of basic consumables such as duct tape, shelf liner and mailer envelopes, and best known for its Manco Duck logo and duck-themed marketing campaign. The analysis addresses five main issues: 1) how Manco uses consumer insight and consumer research in developing new products; 2) developing a new product for the Manco Duck brand family; 3) brand name and attributes of the new product; 4) developing an Internet strategy for Manco; and 5) taking the Duck brand product line to Europe. KEYWORDS: marketing case study case studies branding new product development distribution management strategy manco duck tape company case solution. 7 pages, 0 footnotes, 0 bibliographic sources. 1,769 words.
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$49
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14258. COLGATE PALMOLIVE: CLEOPATRA SOAP IMD CASE STUDY IMD071. This paper provides a case analysis and solution to an International Institute for Management Development (IMD) case study (IMD071) by Sandra Vandermerwe and J. Carter Powis concerning difficulties encountered by the Canadian division of Colgate Palmolive in its launch of a new soap product (Cleopatra) in Quebec. Presents an analysis of the product’s strengths and weaknesses and the major threats and opportunities in the external environment. Identifies and evaluates alternatives strategies and then makes recommendations and presents an implementation plan for improving sales and increasing market share. KEYWORDS: colgate palmolive case studies marketing new product launch consumers soap marketing strategy swot case solution brand management strategy advertising. 5 pages of text + 1 appendix, 0 footnotes, 0 bibliographic sources.
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$42
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14257. COMMUNITY PRODUCTS, INC. (CPI) & RAINFOREST CRUNCH CASE STUDY. This paper presents an analysis of a case study concerning long-term strategy at CPI, a company that has enjoyed tremendous initial success and rapid growth marketing its flagship product, the candy Rainforest Crunch. Includes an analysis of the company’s financial position as well as its sales, marketing, production, and overall strategy. Recommendations are made for changes in each of these areas. KEYWORDS: case studies marketing strategy strategic planning case solution. 5 pages 3 footnotes, 9 bibliographic references.
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$35
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14254. DUTCH FOOD INDUSTRIES COMPANY: LAUNCHING SLAMIX CASE STUDY. This paper presents a case study analysis and solution to a case study on Dutch Food Industries. Dutch Food Industries is preparing to launch a new salad dressing called Slamix in the Dutch market. Decisions need to be made on the appropriate marketing mix, including: 1) the retail price, 2) timing of the product launch, 3) and promotional strategy. Alternatives are identified and weighed. Recommendations are presented. Includes breakeven analysis and a proposed budget for promotion/advertising. KEYWORDS: case studies marketing new product pricing promotion budget market entry strategy case solution. 6 pages text + exhibits + charts, 0 footnotes, 0 bibliographic sources.
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$49
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14252. VICKS INTERNATIONAL; LATIN AMERICA/FAR EAST HARVARD CASE STUDY This paper presents a case analysis and solution to a classic Harvard Business School case study on the Latin America/Far East division of Vicks International. The case concerns a manager’s (McGuire) proposal that Vicks make a manufacturing plant investment in Indonesia, a market where the company’s products are already well-established. The analysis focuses on five key questions: 1) What factors should McGuire stress when he takes his case to the board? 2) What are the Board’s likely objections to the proposal? 3) What are the economic exposure factors and how can the company compensate for these factors? 4) What are the political risks? 5) What are the strategic (market) considerations? KEYWORDS: marketing manufacturing case study harvard case study fdi Indonesia risk assessment marketing strategy case solution. 8 pages, 0 footnotes, 0 bibliographic sources. 1,850 words.
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$56
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14251. INTERNATIONAL STRATEGY FOR AN ITALIAN LIQUOR COMPANY (VECCHIA ROMAGNA) CASE STUDY. This paper provides an analysis and case solution to a case study on possible international expansion strategies for an Italian brandy maker. The analysis takes the form of an executive memorandum written by a chief marketing analyst and addressed to the company leader. The analysis defends the selection of three initial target markets and then weighs the pros and cons of various entry options including joint ventures with foreign and domestic rivals; acquisition of existing foreign distributors; purchase of existing foreign brands; developing new brands; and persuading existing foreign distributors to carry Vecchia’s products. The paper includes an analysis of the company’s financial position. KEYWORDS: case studies marketing expansion strategy distribution branding international liquor globalization case solution. 12 pages, 0 footnotes, 0 bibliographic sources. 2,818 words.
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$84
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14248. WALL DRUG: FACING THE 1990S CASE STUDY. This paper presents a case analysis and solution to a case study on South Dakota-based Wall Drug concerning possible expansion plans. Following problem identification and overview, the paper presents an analysis of Wall’s external environment, considering relevant economic, social, and technical factors. Wall’s major internal strengths (with a special focus on finances) and weaknesses are considered in the context of external threats and opportunities. Alternatives are identified and analyzed, and recommendations, along with a brief action plan, presented. KEYWORDS: case studies expansion strategy financial analysis wall drugs marketing strategy case solution. 11 pages, 0 footnotes, 0 bibliographic sources. 2,503 words.
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$77
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14247. U.S. PIONEER ELECTRONICS CORP. HARVARD CASE STUDY 579079. This paper presents an analysis of and solution to a Harvard Business School case study (579079) by Hirotaka Takeuchi on Pioneer Electronics concerning a problem in the company’s U.S. distribution strategy. The analysis identifies the problem and its major issues as they relate to retail dealers and end-use customers; formulates five possible alternatives and discusses the strengths and weaknesses of each; and presents a decision with a two part action plan involving the implementation of dealer incentives and a program of selective multiple branding. KEYWORDS: Harvard case studies marketing distribution strategy electronics case solution advertising electronics vertical integration channel management. 6 pages, 0 footnotes, 0 bibliographic sources. 1,414 words.
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$42
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14246. U.S. PIONEER ELECTRONICS CORP.HARVARD CASE STUDY 579079. This paper presents an analysis and a case solution to a Harvard Business School case study (579079) by Hirotaka Takeuchi on Pioneer Electronics concerning a problem in the company’s U.S. distribution strategy. The analysis identifies the problem and its major issues as they relate to retail dealers and end-use customers; formulates five possible alternatives and discusses the strengths and weaknesses of each; and presents a decision with a two part action plan involving the implementation of dealer incentives and a program of selective multiple branding. KEYWORDS: Harvard case studies marketing distribution strategy electronics case solution advertising strategy. 6 pages, 0 footnotes, 0 bibliographic sources. 1,414 words.
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$42
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14240. THE U.S. BREWING INDUSTRY CASE STUDY. This paper presents an analysis and case solution to a case study of the American beer industry circa 1980s. Within the past few years the market complacency of the top producers has been challenged by new marketing strategies introduced by Phillip Morris' Miller. Thanks primarily to Miller, there is now a new focus on market segmentation in the industry. The industry evaluation and analysis concludes with recommendations on strategy for some of the inspiring smaller players. KEYWORDS: marketing case study beer industry competitors strategy case studies market segmentation case solution. 5 pages, 0 footnotes, 0 bibliographic sources. 1,279 words.
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$35
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14239. TURNER BROADCASTING SYSTEMS,1988 CASE STUDY. This paper presents an analysis and case solution to a case study of Ted Turner’s visionary cable broadcasting system (TBS, Turner Communications) in 1988. After identifying the existing grand, corporate, and business strategies, Turner Broadcasting’s internal (mission, financial analysis, segment analysis, management) and external (competition, industry trends, economy) environments are analyzed. It is recommended that the overall strategy be one of measured retrenchment following what has been perhaps a too-eager period of diversification. KEYWORDS: strategic management case study diversification broadcasting marketing strategy case studies solution. 6 pages, 0 footnotes, 0 bibliographic sources. 1,534 words.
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$42
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14238. TISSOT AND THE SWISS WATCH INDUSTRY CASE STUDY. This paper presents an analysis and case solution to a case study of a major competitor in the Swiss watch industry. Tissot’s major problem is its almost total lack of brand image — a weakness which has eroded Tissot’s sales volume and margins, left it vulnerable to competitors, prevented the development of customer loyalty, and precluded the company from taking advantage of existing market opportunities. Tissot’s fuzzy brand image problem has been further exacerbated by the prolonged failure to establish and implement a coherent marketing program. The paper includes a situation analysis, competitor analysis, SWOT (strengths, weaknesses, opportunities, threats) analysis, identification and evaluation of alternatives, recommendations and rationale, and implementation plan. KEYWORDS: marketing strategy case study brand image international competition watches case studies case solution. 13 pages, 0 footnotes, 0 bibliographic sources. 3,713 words.
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$91
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14236. SIGNETICS CORPORATION CASE STUDY. This paper presents an analysis and a case solution to a case study of an automotive equipment manufacturer (Signetics Corporation) in the early 1980s. Evaluates and analyzes Signetic’s effort to complete a major shift in its competitive strategy from one which had focused on production (i.e., volume, delivery, profit) to one which focused on product (specifically product quality) and makes recommendations on how the company can achieve its strategic objectives. Considers three possible strategic alternatives and presents an implementation one for the recommended alternative. KEYWORDS: case studies strategic management quality management case study vendor relations product strategy case solution. 5 pages, 0 footnotes, 0 bibliographic references. 1,334 words.
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$35
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14235. PLAYBOY ENTERPRISES, INC., 1992 CASE STUDY. This paper presents an analysis and a solution to a case study of Playboy Enterprises, Inc. (PEI), the parent company of leading men’s magazine, Playboy. The paper provides a strategic audit of Playboy in 1992. The company’s mission, objectives and existing strategy are defined. A summary company analysis, including a financial analysis and a business segment analysis, is presented, along with an analysis of the external business environment in 1992. A summary SWOT analysis provides the background for identification of three strategic alternatives. It is recommended that Playboy embark on a strategy which will essentially rebuild the Playboy image at home, while expanding in traditional, male-dominated product lines abroad. To implement the new strategy, it is recommended that PEI launch a new subsidiary company to be called Vanguard. The basic theme underlying Vanguard's products, which should include a monthly magazine, couple-oriented videos and sexual-aid products, should be "new-age sexuality: the 21st century and beyond." KEYWORDS: strategic management marketing case studies men’s magazines sex entertainment industry case study strategy case solution. 11 pages, 0 footnotes, 0 bibliographic sources. 2,453 words. Sections 5A, 5B, 5D, 22B
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$77
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14233. NORTHERN TELECOM, INC. CASE STUDY. This paper presents an analysis and case solution to a case study of Canadian telecommunications giant, Northern Telecom. The case is set in the late 1980s, a time when Northern Telecom faces two related main problems: the maturation of the digital centrex market and the rapid evolution and growth in the ISDN market. Presents an audit of the company’s current strategy, an assessment of internal strengths and weaknesses, and an analysis of the strategic environment related to competition and technological factors. KEYWORDS: case studies strategy telecommunications marketing strategic management case study SWOT case solution. 6 pages, 0 footnotes, 0 bibliographic sources. 1,386 words.
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$42
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14232. KINDER CARE CASE STUDY. This paper presents an analysis and a case solution to a case study of a daycare center in the 1980s facing a shrinking target market as a result of demographic changes. Presents a diagnosis and statement of the problem, identifies four potential alternative strategies, evaluates each alternative, and presents recommendations on the implementation of a new marketing and management strategy to address the problem. The paper concludes with a five-step implementation plan. KEYWORDS: case studies marketing strategy management case study market segmentation target marketing strategic positioning case solution. 5 pages, 0 footnotes, 0 bibliographic sources. 1,211 words.
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$35
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14230. HENRY F. ORTLIEB BREWING COMPANY CASE STUDY. This paper presents an analysis and case solution to a marketing case study of a Philadelphia-based small brewery (Henry F. Ortlieb) in the late 1980s. Defines and describes Ortlieb’s marketing niche among the local area’s blue-collar, hard-drinking older males. Considers how Ortlieb might reposition the brand to have a broader appeal. Makes recommendation on a new marketing strategy. KEYWORDS: case studies beer industry micro-brewery marketing strategy market niche brand management market segmentation beer drinkers case solution. 5 pages, 0 footnotes, 0 bibliographic sources. 1,243 words.
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14229. AMERICAN GREETINGS CASE STUDY. This paper presents an analysis and solution to a case study on greeting cards maker American Greetings (AG), the chief rival of Hallmark. Analyzes AG’s external operating environment (including competition and consumer tastes), internal strengths and weaknesses (including financial position), and provides a concise statement of the problem and the major sub-issues in the case. Identifies and evaluates alternatives. Concludes with recommendations and a proposed implementation plan for a new marketing strategy. KEYWORDS: case studies marketing strategy strategic management case study greeting cards competition case solution swot. 7 pages, 0 footnotes, 0 bibliographic sources. 1,694 words.
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$49
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14227. GENERAL FOODS CORPORATION: ADOPTING TO THE NEW ELECTRONIC MEDIA CASE STUDY. This paper presents an analysis and a case solution to a case study on General Foods Corporation’s struggle to adopt its marketing and advertising strategies to the reality of new electronic media in the 1990s. Considers why the new electronic media are affecting advertisers generally and General Foods brands specifically. Assesses the views of the GF marketing manager on changes in media planning resulting from cable TV. Examples of commercials run only on cable and of companies with different commercials on broadcast TV and cable TV are provided and discussed. KEYWORDS: case studies consumer packaged foods General Foods marketing advertising strategy case study digital electronic media internet case solution. 15 pages, 0 footnotes, 0 bibliographic sources. 3,560 words.
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$105
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14226. THE ELECTRIC UTILITY INDUSTRY IN 1992 CASE STUDY. This paper presents an analysis and a case solution to a case study on the U.S. electric utility industry in 1992, a time when the U.S. Electric Utility Industry was plagued by sub-par profitability, high costs of construction, regulatory stalemates, decreasing consumer demand, increasing competition from alternative energy sources, and a poor public image. After problem identification, the problem analysis focuses on how the industry should cope with a new marketing environment; internal restructuring within the industry (mergers and acquisitions) and external penetration (from competitors such as AT&T) of the industry; and the new environmental/government regulatory environment. It is recommended that the industry reaffirm its single-business concentration strategy as an energy provider but that it also embark on horizontal expansion within the energy field. To control its overcapacity problem, intensification of load-management efforts and reductions in new plant construction are recommended. KEYWORDS: case study electric power industry case studies management strategy marketing alternative energy case solution. 6 pages, 0 footnotes, 0 bibliographic sources. 1,353 words.
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$42
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14225. CASE STUDY: THE ELECTRIC UTILITY INDUSTRY IN 1992. This paper presents an analysis of a case study on the U.S. electric utility industry in 1992, a time when the U.S. Electric Utility Industry was plagued by sub-par profitability, high costs of construction, regulatory stalemates, decreasing consumer demand, increasing competition from alternative energy sources, and a poor public image. After problem identification, the problem analysis focuses on how the industry should cope with a new marketing environment; internal restructuring within the industry (mergers and acquisitions) and external penetration (from competitors such as AT&T) of the industry; and the new environmental/government regulatory environment. It is recommended that the industry reaffirm its single-business concentration strategy as an energy provider but that it also embark on horizontal expansion within the energy field. To control its overcapacity problem, intensification of load-management efforts and reductions in new plant construction are recommended. KEYWORDS: case study electric power industry case studies management strategy marketing. 6 pages, 0 footnotes, 0 bibliographic sources. 1,353 words.
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$42
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14223. SUBURBAN CABLEVISION CASE STUDY. This paper provides a case analysis and a case solution to a marketing case study concerning a cable television company. Kim Harrison, the new marketing manager for Suburban CableVision, must develop a new marketing plan for Suburban CableVision for 1987. Following an overview of the components of the marketing plan, this paper analyzes critical factors in Suburban CableVision's internal (company) environment as well as critical factors in the external environment of the industry and market. An analysis of the existing marketing mix is followed by a S.W.O.T. analysis. Recommendations for action are then made. KEYWORDS: case study marketing strategy case studies SWOT marketing plan case solution. 17 pages, 0 footnotes, 0 bibliographic sources. 3,805 words.
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$119
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14222. CASE STUDY: BURGER KING’S BATTLE FOR THE BURGER. This paper provides an analysis and a case solution to a case study focusing on strategic challenges for Burger King in the mid-1980s. In a market increasingly approaching saturation, in a climate of changing consumer tastes, and in an industry facing rising costs and serious labor shortages, Burger King must define a strategy which will enable it if not to best, at least to gain some ground on, its chief burger competitor and the industry leader, McDonald's. Analyzes significant factors in the external environment (economy, market saturation, labor, consumer tastes, competition) as well as in Burger King’s internal environment (product positioning, strengths and weaknesses, organizational factors). The concluding section presents recommendations on shifts in Burger King’s marketing strategy. KEYWORDS: marketing fast food market competition Burger King McDonalds strategy case studies case study burgers restaurant chains case solution. 8 pages, 0 footnotes, 0 bibliographic references. 1,781 words.
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$56
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14221. THE EUROPEAN BREWING INDUSTRY 1992 CASE STUDY. This paper provides a strategic management case analysis and case solution to a case study on the European brewing industry in 1992. Following a brief situation overview and discussion of the main objectives of the industry in 1992 and beyond, the state of the industry and its internal and external environment are analyzed using a PESTL (Political, Economic, Social, Technical, and Legal influences in the external environment) and SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. Based on this analysis, a strategic appraisal of the industry is conducted, considering key themes, directions, and effectiveness of current strategy, and making recommendations for the European brewing industry’s future strategy. KEYWORDS: strategic management marketing strategy swot pest europe breweries beer industry case studies case solution. 18 pages, 0 footnotes, 0 bibliographic sources. 4,807 words.
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$126
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14217. YELLOWTAIL MARINE, INC. HARVARD BUSINESS CASE STUDY 376235. This paper provides an analysis and a case solution to a Harvard Business School case study (376235) by Kenneth Hatten on Yellowtail Marine, Inc., a major manufacturer of inboard and outboard motor working and recreation boats. The analysis focuses on the company’s declining share in key markets and need for a shift in the strategic marketing strategy. The analysis is conducted from the perspective of a new executive manager at Yellowtail. The paper includes an initial bullet-format summary of the company’s financial position and market position (focusing on quantitative data); problem analysis; and summary evaluation and recommendations. KEYWORDS: Yellowtail Marine case study Harvard Business boat marketing strategy management market share general management leadership case solution. 9 pages; 0 footnotes; 0 bibliographic sources. 2,053 words.
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$63
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14215. THE SOUTHLAND CORPORATION HARVARD CASE STUDY. This paper presents an analysis and case solution to a classic Harvard Business School case study of Southland Corporation, parent company of the 7-11 convenience store chain. It is argued that Southland's management must assess their current strategy and perhaps formulate a new strategy which will better address future market and environmental needs. Includes problem identification; an analysis of the strengths and weaknesses of Southland’s existing strategy and operations against the perspective of a changing marketing environment; identification and discussion of potential alternative strategies; and recommendations (with implementation plan) on the adoption of a new strategic direction. KEYWORDS: Southland 7-11 Seven Eleven convenience stores case study Harvard Business strategic marketing management strategy case solution. 5 pages; 0 footnotes; 0 bibliographic sources. 1,138 words.
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$35
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14214. SINGAPORE AIRLINES CASE STUDY. This paper presents an analysis and solution to a case study of Singapore Airlines focusing on SIA’s struggle to adjust to changing market conditions in the early to mid-1990s. Provides an executive summary, problem statement and analysis, exploration of alternatives, and recommendations. Identifies the most crucial strategic issue for SIA as being to expand and consolidate its position as the service quality leader while at the same time increasing profitability and controlling costs within a rapidly changing market environment. KEYWORDS: Singapore Airlines case study case solution strategic analysis international marketing airline industry. 6 pages; 0 footnotes; 0 bibliographic sources. 1,287 words.
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$42
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14213. HAS SIEMENS LOST ITS WAY: THE FUTURE HARVARD CASE STUDY. This paper presents a summary analysis to a classic Harvard Business School case study of Siemens AG, a major competitor in the global telecommunications, power generation and electronics industries, and one of Germany’s leading companies. After defining Siemen’s strategic choices and main strategic considerations, the analysis considers four primary alternative strategic options and then evaluates each of these. The concluding section recommends the adoption of one alternative and presents an Action Plan for its implementation. KEYWORDS: Siemens AG case study Harvard Business strategic management marketing globalization MNC case solution. 6 pages; 0 footnotes; 0 bibliographic sources. 1,562 words.
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$42
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14212. HAS SIEMENS LOST ITS WAY? HARVARD CASE STUDY. This paper presents an analysis and a case solution to a classic Harvard Business School case study of Siemens AG, a major competitor in the global telecommunications, power generation and electronics industries, and one of Germany’s leading companies. The setting is the mid-1990s. The analysis considers the extent to which Siemens has “lost its way” in the contemporary competitive environment and evaluates whether Chairman von Pierer’s loosely-formulated plans are likely to turn the company around. The first part of the analysis provides background information on Siemens’ declining performance and at the efforts made to date to put the company back on track. The next two parts of the analysis consider Siemens’ situation from the perspective of a P.E.S.T. (Political, Economic, Social, and Technical) analysis (which looks at factors in the external operating environment critical to the company’s success or failure) and from the perspective of a S.W.O.T. (Strengths, Weaknesses, Opportunities and Threats) analysis (a strategic factor analysis which seeks to capitalize on the company’s internal strengths and reduce or minimize its internal weaknesses as part of an effort to take best advantage of opportunities in the external environment). A concluding section summarizes the findings and makes recommendations on the steps that Siemens should take in order to again “find its way” and prosper through the next century. KEYWORDS: Siemens case study Harvard Business strategic analysis globalization MNCs telecommunications strategy case solution. 22 pages; 0 footnotes; 0 bibliographic sources. 5,710 words.
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$133
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14211. PROCTER & GAMBLE EUROPE: VIZIR LAUNCH HARVARD CASE STUDY 384139. This paper presents an analysis and case solution to a classic Harvard Business School case study (384139) by Christopher Bartlett on a new product launch by P&G’s European division. Confronting the decision of when, where, and how to launch a new liquid laundry detergent in Procter & Gamble’s European division revealed a broad spectrum of challenges related to the capacity of the division’s current organizational structure to confront changing market conditions and operate with coordinated efficiency. Includes Executive Summary, problem definition, strategic analysis, identification and comprehensive analysis/evaluation of four possible alternative launch strategies, and then recommendations with detailed action plan on the implementation of the alternative of launching Vizir as a standardized product throughout the region, but differentiating the marketing, distribution, and advertising strategies according to local requirements. 16 pages; 0 footnotes; 0 bibliographic sources. 3,857 words. TAGS: Procter & Gamble P&G new product launch case study Harvard Business marketing strategy strategic, global branding, culture and management, analysis case solution. RELATED PAPERS Clayton Industries Inc. Peter Arnell Country Manager for Italy Harvard Case Solution Lenovo: Building a Global Brand Harvard Case Solution United Cereal: Lora Brill's Eurobrand Challenge Harvard Brief Case Solution
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$112
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14209. NISSAN MOTOR CO., LTD. MARKETING STRATEGY FOR THE EUROPEAN MARKET HARVARD CASE STUDY 590018. This paper presents an analysis and a case solution to a Harvard Business School case study (590018) by John A. Quelch and Kyoichi Ikeo on Nissan Motor Company. Top management at the European sales group of Nissan Motor Co., Ltd. must decide on an appropriate strategy for taking full advantage of the potential increased marketing opportunities in light of the changes brought about by impending European Economic unification. The paper presents a problem statement, identifies key decision factors, summarizes key industry and organizational characteristics, identifies and evaluates three potential alternative solutions, and then makes recommendations and outlines a strategy for the implementation of the proposed solution. KEYWORDS: Nissan Motor case study Europe strategy Harvard Business automobile marketing strategic analysis management case solution. 10 pages; 0 footnotes; 0 bibliographic sources. 2,291 words.
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$70
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14208. MINNETONKA, INC. HARVARD CASE STUDY This paper presents an analysis and a solution to a classic Harvard Business School case study of consumer products firm Minnetonka, Inc., maker of “SoftSoap”. Minnetonka’s central problem is that it must compete against giant rivals like P&G and Colgate who hold a clear market and financial advantage. Includes problem analysis, identification and analysis of five potential alternative solutions, and recommendations for implementing a planned sale to a major competitor. KEYWORDS: Minnetonka SoftSoap case study Harvard Business School strategic analysis marketing consumer products strategy case solution. 5 pages, 0 footnotes, 0 bibliographic sources. 1,201 words.
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$35
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14207. LOST ARROW CORPORATION/PATAGONIA (A) HARVARD BUSINESS CASE STUDY. This paper provides an analysis and case solution to the classic Harvard Business School case study on Lost Arrow Corporation (best known for its outdoor clothing subsidiary, Patagonia). The case focuses on the company’s faltering strategy and its organizational troubles. Includes an executive summary, problem identification and analysis, presentation of alternative solutions, and recommendations with a brief action plan. Argues that Lost Arrow must either commit to rapid transformation or resign itself to imminent failure. Recommends that the company embark on a radical restructuring and downsizing to bring its operations and strategies in line with its founding corporate culture and philosophies. KEYWORDS: Lost Arrow Patagonia case study Harvard Business School strategic analysis management corporate culture marketing case solution. 8 pages, 0 footnotes, 0 bibliographic sources. 1,893 words.
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$56
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14206. LOST ARROW CORPORATION/PATAGONIA (A),(B),(C) CASE STUDY. This paper provides an analysis and a case solution to classic Harvard Business School case studies on Lost Arrow Corporation, better known by the name of its key subsidiary, Patagonia. The analysis considers the positive aspects (strengths) of the company, including its track record of product innovation, its adherence to its philosophy of making money in order to have fun and do good, its strong leadership and solid management, its dynamic corporate culture, and its high level of business integrity. Negative aspects of the company are also identified, including its difficulty in bringing new products to market in a timely fashion, its fragmented distribution system, its poor internal communication structure, functional organizational weaknesses, and management’s projection of arrogance. Includes a brief analysis of the company’s financial position, along with an appraisal of the attractiveness of the CEO’s job. Makes recommendations on new strategy. KEYWORDS: Patagonia Lost Arrow case study Harvard Business School strategic analysis leadership corporate ethics environmental marketing corporate culture green marketing corporate ethics case solution. 8 pages, 0 footnotes, 0 bibliographic sources. 1916 words.
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$56
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14205. L.L. BEAN, INC. CORPORATE STRATEGY HARVARD CASE STUDY 581159. This paper presents an analysis and a case solution to a classic Harvard Business School case study (581159) on L.L. Bean, Inc. The case study focuses on the mail order company’s strategy and organizational problems in the 1970s. The major problem identified in the case is that of unfocused strategy and haphazard management, especially at the leadership level. The problem analysis and evaluation considers L.L. Bean’s financial position, organizational structure, employee relations, and then looks at threats and opportunities in the company’s external operating environment. It is recommended that L.L. Bean embark on a new vertical integration-expansion strategy. Steps for strategy implementation are presented. KEYWORDS: L.L. Bean strategic management Harvard Business School case study leadership strategy analysis case solution. 8 pages; 0 footnotes; 0 bibliographic references. 1,946 words.
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$56
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14203. ELI LILLY & CO. (A) GLOBALIZATION HARVARD CASE STUDY 391032. This paper presents an analysis and a case solution to a Harvard Business School case (391032) by Michael Y. Yoshino and Thomas W. Malnight concerning the pharmaceutical giant’s international expansion strategy as of the summer of 1989. The analysis focuses on Eli Lilly’s attention to environmental vision and organizational requirements. Threats and opportunities in the external environment are identified and analyzed and considered in light of the company’s internal strengths and weaknesses. The concluding section presents recommendations on how Lilly should implement an effective globalization strategy. KEYWORDS: case study Harvard Business School pharmaceutical industry Eli Lilly globalization global expansion marketing case solution. 11 pages, 0 footnotes, 0 bibliographic sources. 3,018 words.
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$77
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14202. CARNATION (NESTLE) INFANT FORMULA (A) HARVARD CASE STUDY. This paper presents an analysis and a case solution to a classic Harvard Business School case concerning marketing strategy for Carnation’s (whose parent company is Nestle) two infant formula products. Defines the case problem and its major components, analyzes the problem situation; lists and evaluates (specifying the advantages and disadvantages of each) four alternative solutions to the problem; and then makes recommendations on the adoption and implementation (with action plan) of one alternative. KEYWORDS: case study Harvard Business school marketing strategy infant formula case study solution. 7 pages, 0 footnotes, 0 bibliographic references. 1,867 words.
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$49
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14038. ADVERTISING OR PORNOGRAPHY: PHOTOGRAPHIC IMAGES OF THE BENETTON AND CALVIN KLEIN ADVERTISING CAMPAIGNS. Examines the legal, social and aesthetic implications of the shock-effect ad campaigns of two fashion firms. Compares the social protest of the Colors of Benetton images with the soft-core eroticism of the Calvin Klein ads. 22 pages, 21 footnotes, 20 bibliographical references.
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$133
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14026. MARKET ORIENTATION IN SMALL EXPORT FIRMS. This paper provides a review of literature examining market orientation in small export companies. The review begins with an overview of the evolution of the marketing concept. The next section defines the marketing orientation and distinguishes it from the sales, product, and production orientation. The remainder of the review considers marketing orientation and the small export firm, including analyses of the application of marketing orientation in the international setting, the role of firm size in market orientation, and the relationship between market orientation and small export firm performance. KEYWORDS: firm size market orientation marketing strategy small export companies term paper. APA Style. 36 pages, 234 footnotes, 50 bibliographic sources. 9,055 words.
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$133
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