Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Research and update the case Information as much as possible with current research, and then conduct a comprehensive SOOT analysis for New Belgium Brewing. New Belgium Brewing Company began with a bike ride of a mountain bike with “fat tires” through Belgium. Inspired by Belgian brewing creativity, Jeff Lobules an American electrical engineer wondered could he return to Fort Collins and produce the high quality beer like those in Belgium. Lobules starting experimenting out of his basement and decided to market the beer after getting the thumbs up from his friends.

New Belgium opened for business In 1991 operating out of Lobules easement. Lobules wife, Kim Jordan was the marketing director. The first beer that they named was the Fat Tire Amber Ale in tribute to Lobules bike ride through Belgium. The brewery soon outgrew the basement and was In need of a new space which led them to move Into an old railroad depot before moving Into their new building in 1995. The standard line includes Sunshine Wheat, Blue Paddle Pipeline, Abbey Ale, Tripper Ale, 1554 Black Ale, and the original Fat Tire Ale which is still the best seller.

N.B. also has seasonal ales which included Frozen and Abbey Grand Cru which are sold during Thanksgiving and Christmas and Farmhouse Ale which Is old during the fall. New Belgium is the third largest craft brewery in America with Sam Adams in at number one and Sierra Nevada at number two. New Belgium is recognized as a “paradigm of environmental efficiencies. ” N.B. only advertising was word of mouth until 2005. After consulting with David Holt, an Oxford professor and Marketing Director Greg Slowly brand identity was founded for N.B..

The ads helped position the growing brand and N.B. maintained it promotion strategy through event sponsorships. New Belgium Ethical culture has a fundamental focus on the ethical culture of the brand. N.B. business has embraced the citizenship in the community. N.B. believes that the mandate for social responsibility goes more than Just in the courtroom. N.B. had its values and brand in place long before the company had its marketing department In place. N.B. branding strategies are Integrated In the company values as in other business practices.

N.B. is dedicated to the quality of the environment and its employees and customers. N.B. purpose is to operate a profitable company which makes N.B. love of talent manifest (www. Nobelium. Com). The company core values and beliefs tell about Its role as an environmentally concerned and socially expansible brewer. N B believes to be environmental stewards, we need to: 1. Loving care for the planet that sustain them. 2. Honor natural resources by closing the loops between waste and input. 3. Minimize the environmental Impact of shipping their beer. 4.

Reduce N.B. dependence on coal-fired electricity. 5. Protect N.B. precious Rocky Mountain water Resources. 1 OFF 7. Support innovative technology. 8. Model Joyful environmentalism through commitment to relationships, continuous improvement and the camaraderie and cheer of beer. Employee concerns at N.B. can be recognized as apart of the company success. N.B. provides many benefits to its employees such as paid health and dental insurance and retirement plans, employees get free lunch once a week and a free massage once a year and they can bring their kids and dogs to work.

Once employees stay with the company for five years they receive an all expense paid trip to Belgium to study the culture of beer. Employees can also earn stock in the company that gives them a chance to make a decision in the company. Employees are allowed to see the financial records. N.B. environmental concern marketing strategy involves quality of products as well as their brand. N.B. uses top environmental gadgets and high-tech advancements to employee ownership programs and a belief in giving back to the community.

N.B. tries to be cost-efficient, energy-saving alternatives to conducting business and reducing the impact on its environment. N.B. invests in wind turbine, making N.B. the first fully wind-powered brewery in the United States. N.B. also conserves energy by using sun tubes which provide natural daytime lighting. N.B. makes efforts to reduce waste through recycling and creative reuse strategies. N.B. encourages its employees its employees to reduce pollution by using alternative remonstration. N.B. gives its employees cruiser bikes after one year of employment and encourages them to ride to work.

N.B. is also a participant in green building. N.B. uses three Or’s which are reduce, reuse, and recycle. Recycling at N.B. utilizes turning waste products into something that is new and useful. N.B. social concerns strive to improve communities and enhance people lives through corporate giving, event sponsorship, and philanthropic involvement. N.B. has donated more than $1. 6 million to organizations in the communities in which they do business (Farrell ; Hairline, 2008). N.B. also maintains a community bulletin board in its facility where it posts an array of community involvement activities and proposals.

N.B. also sponsors a number of events with special focus on human-powered that cause minimal damage to the natural environment. N.B. also combines it social and environmental missions. N.B. makes efforts to live up to its own high standard which includes the winner of Business Ethics Awards for dedication to environmental excellence. N.B. also won honorable mention in the Better Business Bureau’s 2002 Torch Award for Outstanding Marketplace Ethics competition. N.B. has created a positive image by aging smart decision making. N.B. promotes responsible appreciation of beer through its participation in the support of the culinary arts.

N.B. received the Environmental Protection Agency’s regional Environmental Achievement Award. N.B. distributes to sixteen states: Colorado, Wyoming, Kansas, Missouri, Nebraska, New Mexico, Arizona, Texas, Montana, Idaho, Washington, Oregon, Nevada, Arkansas, California, and Illinois. N.B. environmental concern and social responsibility give it a competitive advantage because consumers want to believe in and feel good about 1 . Explain the concept of competitive advantage and identify the competitive advantages possessed by New Belgium Brewing.

Discuss how the company effectively manages customers’ perceptions. CARS concept integrates social and environmental concerns in the business operations and in their interactions with their stakeholders on a voluntary basis. Social responsibility is a contract between corporations and society based on long- term social demands and expectations (Llanos, 2001). Socially responsible organizations adopt a system of governance, which expects people to take responsibility for their Jobs, for continually improving the systems within which they org and delivering customer value.

Leaders of the organizations have high expectation of their people but they do not bully their employees to keep them in line (Sprites, 2010). New Belgium is alternatively empowered which means making business decisions based on minimizing environmental impact encouraging the growth of their employees, owners, and being socially responsible contributors to their community (Nobelium. Com). New Belgium core values and beliefs are as follow. 1 . Producing world-class beers 2. Promoting beer culture and the responsible enjoyment of beer 3. Continuous, innovative quality and efficiency improvements 4.

Transcending customers’ expectations 5. Environmental stewardship: minimizing resource consumption, maximizing energy efficiency, and recycling 6. Kindling social, environmental, and cultural change as a business role model 7. Cultivating potential: through learning, participative management, and the pursuit of opportunities. 8. Balancing the myriad needs of the company, staff, and their families. 9. Committing ourselves to authentic relationships, communications, and promises. 10. Having fun. 2. What environmental issues does the New Belgium Brewing Company work to address?

How has N.B. taken a strategic approach to addressing these issues? Why do you think the company has taken such a strong stance toward sustainability? Nab’s environmental concern and social responsibility give it the competitive advantage because consumers want to believe in and feel good about the products they purchase. N.B. most important asset is its image a corporate brand that stands for quality, responsibility, and concern for society. N.B. sees itself as a caring organization that is concerned with all stakeholders, including the community, the environment, and employees.

New Belgium is profitable not inspire of our social and environmental efforts but because of them. New Belgium is not only passionate about great beer it also important to N.B. to try to be a role model of sustainable business practices. N.B. conduct the Life Cycle Assessment (LLC) was brought about 17 years ago by the founders and was used as a tool for accounting of material and energy flows during each stage of a product life and assessment of associated environmental impact. N.B. used the assessment to decrease the carbon footprint product lifestyle, and to get data to focus their efforts to have the biggest impact (www. Belgium. Mom). Should New Belgium Brewing Company be incorporating ethics and social responsibility to enhance their competitive marketing advantage? What do you think are the potential pros and cons? Organizations that choose to walk the social responsible path do so for a number of reasons. The primary motivation is the simple desire to do the right thing not Just for shareholders but also for all stakeholders including employees, customers, and society. Ethical obligations are to do what is right, Just, and fair. N.B. can enhance by incorporating more green marketing which will improve environmental quality and customer satisfaction.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Having first hand knowledge about the country will make it easier for Cheesecake Factory to establish a solid and respected presence In the Spanish restaurant Industry. We also believe that Spain Is a market that will adapt well to the Cheesecake Factory because the Spanish people will receive the food, taste, and ambiance of Cheesecake Factories restaurant. Although the economic situation in Spain has been negative, we think that by establishing a new branch of the restaurant in Spain, we would be able to capture an inelastic market that has been the least affected by the economic conditions.

Most Spanish people still go out to eat and spend money on food that Is of high quality that they can obtain for a low cost because It Is an Instill part of their culture. These qualities about Spain, and our chosen mode of entry has made us confident that The Cheesecake Factory will operate will reach levels of great achievement in Madrid, Spain In 1972, Oscar and Evelyn Overtone decided to open a small shop called ;The Cheesecake Factory’ in Los Angels selling their homemade cheesecake to customers.

Six years later, their son David (now CEO) decided to open a restaurant based on his parents business ladle, “The Cheesecake Factory In Beverly Hills. With generous portions, a diverse menu with over 200 Items, quality foods and their famous Cheesecake, the business took off. Today, The Cheesecake Factory has expanded to 151 locations across the United States with ambitions to expand internationally to the Middle East in the coming years. As a result, The Cheesecake Factory has now become one of the most popular dining restaurants in the U. S. With a loyal customer base.

Spain is a country with a lot of cultural traditions, foods, and diverse people. In spite of that, cause of globalization, multiple ways of living and thinking have converged with the traditional Spanish culture. Spain is one of the countries where the Mediterranean diet, one of the healthiest and most varied diets, was developed. However, because of the influence of other cultures, such as the American culture, a lot of tastes have converged creating a new market for American restaurants such as Planet Hollywood, Tony Aroma’s, and Foster’s Hollywood.

The Spanish culture is also very social. People get together on a regular basis for lunch or dinner with family and friends, as well as for business purposes at restaurants. While at restaurants people stay seated at the table for a long time talking, eating desert, or drinks, benefiting restaurants as customers add to their bill. Cheesecake Factory has a long list of cheese cakes and other deserts that would be enjoyed while having a relaxed conversation after dinner. The vast majority of the Spanish society is middle class.

Middle class consumers look for affordable good quality restaurants quality food at a price that would attract customers. However, some changes would be necessary in the business model of Cheesecake Factory to allow for a successful venture in Spain. For example, it should reduce the quantity of food served. In Spain it is unusual to take home leftovers after a meal and with the amount of food offered by Cheesecake Factory a lot of food would be wasted regularly. Also, when customers see the amount of food on each plate they will decide to share instead of buying more food, causing the company to lose profits.

Spain is a country with 47, 1 50,819 inhabitants and according to the data of the World Bank the GAP per capita The currency of Spain is the Euro. Nowadays, Spain is suffering from an is -? economic downturn due to the financial crisis that is occurring in Europe. There are a rage number of unemployed people and in the past year Spain experienced negative growth. However, this summer the tourism rate has been incredibly high and the service sector has earned a great amount of profits. By selecting Spain as their new host country, Cheesecake Factory would experience more advantages than disadvantages.

First of all, a lot of American restaurants are being established in different parts of Spain and they are experiencing huge success. American style food is becoming trendy and Cheesecake Factory would gain from becoming a second mover and obtaining a piece of the market before it is saturated with competitors. In addition, the New York style cheesecake is a well-known desert served all over Spain giving Cheesecake Factory its initial marketing strategy. Customers will come for the initial draw of the cheesecake but will become life-long customers after they try the delicious food and are presented with excellent service.

When deciding to move a multinational company abroad, as consultants we have to take not only economic concerns into account, but the ethical values of the new host country as well. Corruption is one of the most important aspects to consider when expanding a company internationally. Business owners want to know their company and their competitors will remain unaffected by bribes, unjust persuasion, marketing tactics, and competition. Therefore, as rated by Transparency International, a coalition dedicated to the study and prevention of corruption globally, on the Corruptions Perception Index, Spain was rated 6. On a scale of Tot 10. Spain ranked 30th out of 178 countries, which proves it to be a relatively uncorrupted country on a global scale (1). Corruption is measured within a country by the frequency and or size of bribes that occur in any country (1). Transparency International defines corruption as the, abuse of entrusted power for private gain. ” The index is compiled by looking at many different sources, which include country experts, country and non-country residents as well as business leaders in the country.

It is created yearly, using data from the last two years (1). Because we are using a Joint venture as our mode of entry for The Cheesecake Factory, Spain’s intellectual property laws need to be evaluated. This affirms the restaurant’s trademark and technological information will be protected against competition from our Joint venture company, Foster’s Hollywood. Property law in Spain is enforced by strict guidelines. It operates on a “first to file” system, which differs from the United States. The first company to register for property rights is given priority (3).

When attempting to register a new trademark, companies are forced to go through measures to ensure that the trademark has not been previously the main International Conventions laws, which allows for non-Spanish business owner’s rights to remain protected as well. Because Spain is part of the European Union, this has caused the Spanish government to ratify and adhere to the Community Directives on Intellectual Property, guidelines created by the EX. (3). Spain is defined as a constitutional monarchy, or a country that functions with a monarch as a head of state, but operates within the structure of a constitution ratified by the people.

Spanish government is divided into three parts, the Executive, Legislative and Judiciary. The Executive branch is also known as Parliament, which is known as the voice of the Spanish people. It is responsible for passing laws, monitoring the budget and expenses of the state, and remains in control of the government (2). In addition, Spain’s laws are based on civil law, which helps businesses that are not operating in their own country. Unlike the common law system, civil law leaves no room for interpretation because the laws are clear-cut.

Businesses are well aware of the laws and how they will be enforced; giving companies a better idea of what is acceptable and expected from the legal system. In a common law system laws are interpreted which can in turn cause friction within businesses and their host countries. As stated on the website for investing in Spain, joint ventures are a very common way of setting up businesses and Spanish law allows and provides many ways to do so. In addition, laws of the European Union hat Spain has adopted have eliminated foreign investment restrictions and exchange controls, making it very easy to invest one’s company in Spain (6).

Just recently in Spain, there was a change in government from the socialist party, which has been in power for eight years, to UP (Partied Popular or Popular Party), a more conservative sector (4). Spaniards elected the party with an overwhelming control of 186 out of 350 seats in Parliament with hopes of combating unemployment and the debt crisis. As the leader of the Popular party and future Prime Minister, Marino Rajah stated on election night, “There will be no enemies for me other than employment, the deficit, excessive debt and economic stagnation” (4).

The new government will create ways to stimulate the economy, promoting economic growth and new business ventures as a way to pull Spain out of their economic crisis. This upcoming era of revitalization and new governance will provide a perfect platform for Cheesecake factory to expand into Spain as new opportunities are becoming available. TRANSITION NEEDED By choosing Madrid as our first location in Spain, we will have to face other American chains that have already established their businesses in the Spanish market. For instance, Hard Rock Cafe has been in Madrid nice 1994.

This gives them a first-mover advantage over us because they have already learned how to do business successfully in Spain by being integrated in the market for so long. Other major American chains or restaurants that could be a threat to our business are: T. G. I Fridays (est.. 1992), Foster’s Hollywood (est.. 1971), Hard Rock Cafe (est.. 1994), and New York Burger (est.. 2009). Clearly there are a lot more American restaurants in Madrid but we think these are the four main restaurants that we would face great competition with. Regardless of the competition, The Cheesecake Factory has already opened 151 locations across the

United States with annual revenues of $1. 6 billion. The Cheesecake factory has build quality food, service and delicious signature cheesecake. Our competitors have larger annual revenues and are bigger companies. TIC Fridays annual revenue is estimated at $2. 5 billion, which makes it the second biggest in Spain behind Hard Rock Cafe. When it comes to New York Burger, their annual revenue only reaches $500,000 but they are a fast-growing chain in the U. S. And Spain with low-cost meals and casual dining. New York Burger is one of the top American chains in Spain and will probably be Cheesecake Factory’s biggest threat.

However, because of our highly varied menu, reasonable prices, fine dining, and signature cheesecake we believe The Cheesecake Factory will be able to rise to the top in the Spanish market. One of our biggest challenges will be to make The Cheesecake Factory recognized and well known in Spain because competitors of Cheesecake Factory already have a global reputation. Cheesecake Factory has only opened restaurants throughout the United States, with marketing strategy focusing on Spain’s market we can attract curious locals while bringing in tourists from the States that are familiar with the food.

In terms of Social Responsibility, The Cheesecake Factory has adopted an EYE employment policy in the United States, which means they provide equal employment opportunity to their employees. In the U. S. , The Cheesecake Factory respects the right of customers. They provide a guest survey system on their homepage, where customers can provide feedback and suggestions on improving their food or services. In Spain, The Cheesecake Factory can implement a similar system to allow for the same high quality customer service.

Also, the managers and employees within the Spanish restaurant should feel connected to the United States offices, so a corporate culture an be upheld and foster good relationships. Relationships among all parties, stakeholders, customers, and employees included, should be kept open and honest to ensure the best company possible. Cheesecake Factory should work with their joint venture partner Foster’s Hollywood to meet all cultural, legal, and ethical changes within Spain. Cheesecake factory has succeeded continually even throughout the financial crisis in the United States.

In 2009 the revenue of Cheesecake Factory held steady even during the economic crisis in the United States, and during 2010 they propelled forward reaching net income levels exceeding those ROR to the recession. (See Exhibit 1) http://pHs. Corporate-IR. Net/External. File? This illustrates that The Cheesecake Factory has strategies in place to resist an economic crisis like the one occurring throughout Spain and most of Europe. The economic unrest in Spain should not deter Cheesecake Factory from starting an overseas venture because they have a strong company that has proven itself against a harsh economic environment.

In addition, The Cheesecake Factory has learned throughout the years how to curb their initial start up costs, cutting their preening costs by more than half between 2006 and 2010 (http://pHs. Report-IR. Net/External. File? Their efficiency in opening up new restaurants has cut millions of dollars in expenses over the years leaving financial resources available for the company to open new restaurants. In order to successfully implement our new branch of the Cheesecake Factory in Madrid Spain, we plan to have Cheesecake Factory partner with a local chain, Foster’s American style cuisine market in Spain.

They will provide Cheesecake Factory with local market knowledge allowing for a smooth transition and less start up costs. DON’T NEED THIS Multiple sources have predicted in 2012 that the economic growth n Spain is projected to reach between one and a half and two percent. Although this number is low growth is growth Although this number appears to be low, it is substantial in a country that is undergoing an economic crisis to the extent that Spain is experiencing. (. Http://press. Baa. Com/latest-contents/press-releases/Spain/ 8216-Spain-economic-outlook-8217-published-by-Baa-research(9882-22-101- c-72116). HTML : http://www. CD. Org/document/ ,o. HTML . AS the country slowly grows unemployment rates are predicted to drop slowly reaching around nineteen percent by the end of 2012 allowing consumers more spending money MORE ON THIS? (http://www. Coed. Org/document/ _1 _1 _1 ,o. HTML In order to successfully implement our new branch of the Cheesecake Factory in Madrid Spain, we plan to have Cheesecake Factory partner with a local chain, Foster’s Hollywood through a Joint venture. Thus far, Foster’s Hollywood has been successful in Spain, but the Joint venture between Foster’s Hollywood and Cheesecake Factory will be beneficial to both companies.

Cheesecake Factory will benefit by gaining a foot hold WORD CHOICE? In a new country and market with the local knowledge and connections offered by Foster’s Hollywood. Foster’s Hollywood would gain by Joining with a future competitor and therefore capturing a larger portion of the restaurant market in Spain. Information concerning knowledge transfer between the companies will need to be discussed, and a cohesive agreement laid out, to make sure neither companies are taken advantage of. Another aspect of our entry strategy is that The Cheesecake Factory should use local food for their menu.

In Spain, like in the U. S. , all the ingredients needed for the menu items can be found within the country, making it easier and cheaper to supply food for the restaurant. Because Spain offers wide variety of food and in the United States all their food is provided locally. The only item that will need to be imported to Spain is the specialty cheesecake that is shipped to all the restaurants from the their only factories located in North Carolina and Los Angels. Because most of the food will be bought locally, only the cheesecake will have to be imported.

Also, Cheesecake Factory will be able to adapt to the new environment more efficiently because change will be easier to implement in a transnational strategy. Foster’s Hollywood will help with the local marketing because hey know how to cater to the local market while the food has proven itself successful in the United States already and as little changes are needed Cheesecake Factory will Based on our research we have found that moving the American based restaurant chain, Cheesecake Factory, to Spain would result in greater profitability and success for the company.

We believe a Joint venture with Foster’s Hollywood is the best mode of Entry into Spain. We have chosen a Joint venture in order to acquire experience and familiarity with our global market, while still being able to maintain control of the equines. We wanted to make sure important aspects of our restaurant like quality control, our signature taste, employee treatment, and our all around image, did not get changed or tarnished in our move overseas.

In order to maximize success in our chosen foreign market, we recommend for Cheesecake Factory to adapt a few of their business practices to be better able to conform to the culture and traditions of Spain. First off, we recommend that the menu stays the same, offering the same items as Cheesecake Factories all over the United States, but make their portions smaller. Because the appeal of the Cheesecake Factory is the fact that it is marketed as an Americanizes restaurant, we believe the restaurant would lose appeal if we were to cater to Spanish tastes specifically.

It has already been proven by the abundance of American type restaurants that Spaniards agree and like the taste of Americanizes food. However, the large portions that they serve at restaurants here in the U. S. Are seen as over-indulgent and excessive in the eyes of the Spanish people. We also recommend that the restaurant use Spanish suppliers and farmers to obtain all the odds for the making of menu items, using exporting only to import the famous cheesecakes that are made only in the U. S.

This tactic would cut down on exporting costs and give the opportunity for the restaurant to focus on locally owned suppliers, while gaining the freshest ingredients. Overall, The Cheesecake Factory has a great opportunity for increased profitability by expanding globally. Because of the trend of globalization the world is experiencing, we have proved that with only minor changes to The Cheesecake Factory’s business model and practices, they can emerge as a new Orca in an innovative and exciting market.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Straight Buy (Text, Peg 182): A routine repurchase that has been made many times before. Buyers probably don’t bother looking for more Information or sources. Modify Rebury (Text, Peg 1 82): Is the In between process where some reviews of the buying situation Is done. But not as much as the New-tasking buy. For a company specializing In lightweight bumpers for a pick up truck New-Task buying Is Important because the price of steel Is very volatile and new quotes for different vendors is important to keep the cost steel at a competitive rate.

An example of a straight buy for the light weight bumper company would be a routine purchase like office supplies, or more specialized purchases that would require time to prepare or mold like fixtures on the bumpers that would require advanced CDC manufacturing to produce them. An example for the modify rebury would be welding materials that are easy to buy in the local hardware stores but would also require some looking around for best buy. A good example of modify re buy could be an electronic purchase that requires some search but is not as complex as a new-task arches. 0. A marketing manager is considering opportunities to export her firm’s current consumer products to several different countries. She is interested in getting secondary data that will help her narrow down choices to countries that offer the best potential. The manager then plans to do more detailed primary research with consumers in those markets. What suggestions would you give her about how to proceed? I would suggest that she initially learns the country cultural and political views in order to determine if that country is compatible with the product in question.

Example of this is like trying to import beer to a Muslim country like Saudi Arabia knowing that would be impossible because of the cultural aspects of their religious beliefs. I would also evaluate the country’s current political stability to decide If my Investment could be protected If any type of Instability was to hit the country. Next I would survey the country In question for Information that can lead me to determine If my product would be profitable.

I would analyze logistical routes to determine the extra cost of transportation that has to be added to the price of the product and evaluate Import fees and quotas that can restrict my easy flow Into the country. And wants a great deal of information. It can involve setting customers’ specifications, before. Buyers probably don’t bother looking for more information or sources. Modify Rebury (Text, Peg 182): Is the in between process where some reviews of the buying situation is done. But not as much as the New-tasking buy.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Director of marketing at right-away: Higher salary, will be promoted to vice president in a few years, So much marketing responsibility based only on a summers Internship unsure the vice president of operations’ reaction to her —small company, headquarters were in a rundown warehouse section Assistant product manager at Housework’s Home care division: Receive classic marketing training In a structured environment from an industry deader An established consumer products group, a conservative company , –consumer packaging companies, would not know until the first day of work who her boss was Home care Is a highly structured environment with many rules. The Home care division was becoming increasingly dominated by people holding Mambas. The lack of upward mobility in Home Care beyond their level Second week: booing task – hesitated to ask for more responsibility for fear of corning across as an aggressive MBA Third week: articulated and persuasive presentation by Linton Even she did have an opinion, she usually deferred to them. Recall learning mode comment, she thought it best to be quiet and act like a learner. Brenner think to become successful in marketing in Home Care is, enthusiastic but now pushy, ambitious, creative, and analytical.

Don’t stay at the office after 6 pm Fifth week, analyze sales data and to write a memo: she expected to be more involved in all aspects of the brand business “loyalty to one’s superiors was essential in the corporate world” Six weeks, Linton still had not given Benton her objectives. Third and fourth months – few Incidents Marketing By Imagination How did Lisa get into this mess? Could she have done anything differently? What So much marketing responsibility based only on a summer’s internship Unsure the vice president of operations’ reaction to her Receive classic marketing training in a structured environment from an industry , —-consumer Home care is a highly structured environment with many rules.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Every company faces a wide range of competitors. A company must secure a strategic advantageous competitors by positioning their offerings to be successful In the marketplace. No competitiveness strategy is best for all companies. F. Publics public Is any group that has an actual or potential Interest In or Impact on an irreconcilability’s to achieve its objectives. A company should prepare a marketing plan for all of their major publics as well as their customer markets. Generally, publics can be identified as being:l).

Financial publics–influence the company’s ability to obtain funds. ), Medal publics–carry news, features, and editorial opinion. 3). Government publics-?take developments Into account. 4). Citizen-action publics–a company’s decisions are often questioned by consumer organizations. 5). Local publics–includes neighborhood residents and community organizations. 6). General publics–a company must be concerned about the general publics attitude toward its products and services. 7). Internal publics–workers, managers, volunteers, and the board of directors. 2.

MACRO ENVIRONMENT The Company’s Macro environment The company and all of the other actors operate in a larger macro environment of ores teashop opportunities and pose threats to the company. There are six major forces (outlined below)Len the company’s macro environment. There are SIX major forces (outlined below) In attachments macro environment. A. Demographic. B. Economic. C. Natural. D. Technological. E. Political. F. Cultural. A. Demographic Environment Demography is the study of human populations in terms of size, density, location, age, sex, race,occupation, and other statistics.

It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly hanging. Some more Interestingness are-I). The world’s population (though not all countries) rate is growing at an explosive rate that Wilson exceed food supply and ability to adequately service the population. The greatest danger sin the poorest countries where poverty contributes to the difficulties. Emerging markets such shall are receiving Increased attention from global marketers. 2). The most important trend is the changing age structure of the population.

The population saying because of a slowdown in the birth rate (in this country) and life expectancy is increasing. The baby boomers following World War II have produced a huge “bulge” In our population’s distribution. The new prime market Is the middle age group (In the future It will be the senior citizen group). There are many subdivisions of this group. A). Generation 1 OFF distinguishingcharacteristics. They are a very cynical group because of all the difficulties that have surrounded impacted their group. B). Echo boomers (baby boomers) are the large growing kid and teen market.

This group is soused affluence on the part of their parents (as different from the Gene Seers). One istinguishingcharacteristic is their utter fluency and comfort with computer, digital, and Internet technology(sometimes called Net-Genes). C). Generational marketing is possible, however, caution must be used to avoid counterrevolutionaries. Many in the modern family now “telecommute”–work at home or in a remote officered conduct their business using fax, cell phones, modem, or the Internet In general, the population is becoming better educated.

The work force is be-coming more white- collar. Products such as books and education services appeal to groups following this rend. Technicalities (such as in computers) will be a must in the future. The final demographic trend is authenticating ethnic and racial diversity of the population. Diversity is a force that must prerecording in the next decade. However, companies must recognize that diversity goes beyond ethnic heritage. One the important markets of the future are that disabled people (a market larger any of our ethnic minority groups). . Economic Environment The economic environment includes those factors that affect consumer purchasing power independent patterns. Major economic trends in the United States include:l). Personal consumption (along with personal debt) has gone up (asses) and the early asses brought recession that has caused adjustments both personally and corporately in this country. Today, consumers are more careful shoppers. 2). Value marketing (trying to offer the consumer greater value for their dollar) is a very segregationists in the asses.

Real income is on the rise again but is being carefully guarded by a value- conscious consumer. 3). Income distribution is still very skewed in the U. S. And all classes have not shared in prosperity. In addition, spending patterns show that food, housing, and transportation acoustically for the majority of consumer dollars. It is also of note that distribution of income hesitated a “two-tiered market” where there are those that are affluent and less affluent. Marketer’s carefully monitor economic changes so they will be able to prosper with the trend, notorious from it. . Natural Environment natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. During the past two decades environmental convergences steadily grown. Some trend analysts labeled the specific areas of concern were: 1). Shortages of raw materials. Staples such as air, water, and wood products have been seriously damaged and non-remarkableness as oil, coal, and various minerals have been seriously depleted during industrial expansion. 2).

Increased pollution statesmanship’s are becoming “environmentally friendly’ and are producing environmentally safe indescribable or biodegradable goods. The public response to these companies is encouraging. However, lack of adequate funding, especially in third world countries, is a major barrier. 3). Government intervention n natural resource management has caused environmental concerns to be more practical antecedence’s in business and industry. Leadership, not punishment, seems to be the best policy for long-term results.

Instead of opposing regulation, marketers should help develop solutions to thematic and energy problems facing the world. 4). Environmentally sustainable strategies. The so-called green movement has encouraged or even demanded that firms produce straightest are not only environmentally friendly but are also environmentally proactive. Firms are beginning to recognize the link between a lately economy and a healthy environment. D. Technological Environment technological environment includes forces that create new technologies, creating new product and market opportunities. ). Technology is perhaps the most dramatic force shaping our destiny. 2). New technologies create new markets and opportunities. 3). The following trends are worth watching:a). Faster pace of technological change. Products are being technologically outdated at a rapid pace. B). There seems to be almost unlimited opportunities being developed daily. Consider disenchanting fields of health care, the pace shuttle, robotics, and epigenetic industries. C). The challenge is not only technical but also commercial–to make practical, friendlessness’s of products. ). Increased regulation. Marketers should be aware of the regulations concerning product safety,individual privacy, and other areas that affect technological changes. They must also be alert Tony possible negative aspects of an innovation that might harm users or arouse opposition. E. Political Environment political environment includes laws, government agencies, and pressure groups thankfulness and limit arioso organizations and individuals in a given society. Various forms of legislation regulate business. L).

Governments develop public policy to guide commerce–sets of laws and regulations limiting business for the good of society as a whole. 2). Almost every marketing activity is subject to a wide range of laws and regulations. Condiments in the political environment include: 1). Increasing legislation to:a). Protect companies from each other. B). Protecting consumers from unfair business practices. C). Against unrestrained business behavior. 2). Changing government agency enforcement. New laws and their enforcement will continue or increase. 3).