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Marketing - Essay Example

ill develop sustainable competitive advantage for Its products 2 b) Explain how distribution of products Is arranged to provide optimum customer convenience 4 c) Explain how to set the price of the product in the light of the “Vanilla” objectives and market conditions exist in Vietnam 7 ad) Illustrate how promotional activities integrated to achieve marketing objectives of Vanilla e) Analyze the additional elements of the extended marketing mix 11 AAA) Recommend marketing mixes for two different segments In consumer markets 14 b) The differences In marketing products and services to organizations rather than consumers 16 c) Explain how and why International marketing differs from domestic marketing 20 References 24 AAA) How Vanilla(V. M) will develop sustainable competitive advantage for its products SOOT analysis Strengths Vanilla was established since 1976: Vanilla has grown strongly and become the leading industry of milk processing. Obviously, its long history is the first and strength to make it become the biggest dairy producer in Vietnam.

Throughout more than arrears operating, Vanilla has become a familiar trademark to domestics’ linens. Binomials gained a great customer understand and satisfaction as well as knowledge of the local market. Villains Is now operating agencies at grassroots levels Like villages in rural areas almost all shops on the mall streets of major cities sell Vanilla products. Vanilla consume a half output of milk with domestic material. Vietnam is an agricultural country so Vanilla can produce milk with rich materials. Vanilla also support farmers in breeding milk cow to serve for production. Vanilla always pay attention to build their brand and trademark in customer’s minds.

Binomial has many policies to support for society such as: scholarship for poor students, charity, donation for poor people, etc. Weaknesses Vanilla cannot allocate markets equally between the North and the South of Vietnam. The population of the North in Vietnam occupied 2/3 as a whole country. Vanilla only focuses on distribution products in the South market. This means that international brand milk such as Dutch Lady and Abbot will occupy the markets in the north, so Villains will lose market shares In the north of Vietnam. Vietnam joined World Trade Organization from 2007; there will have many international competitors about famous brands such as: Dutch Lady from Holland technology, Abbot from USA. Vanilla can lose market share and decrease profit.

Opportunities According to policies of Vietnam government, supply of raw materials Is relatively of raw milk, replace the material that is fresh milk, quality dairy products for consumers capacity and contributing to the support of domestic industry. These factors have a positive impact to production and business activities of the VIM. The government shows the figures with the development of milk industry. The figures of ilk industry involve: in 2010 reached 380,000 tons, 201 5 reaches 700,000 tons and 2020 will reach 1 million tons. When Vietnam Joined World Trade Organization, there are many new competitors; this is the challenge for Vanilla Company. Besides that, from new competitors, Vanilla Company can learn more experiences in modern technology of producing milk.

Moreover, Vanilla Company can cooperate with the other milk brands in buying quality materials and new technology for producing milk. Threats Prices of raw milk on the world market will remain near current high levels in the short term, UT currently there are signals of supply will increase, likely reducing the pressure of increased prices in 2009. Lack of materials: this thing is really important in producing milk. In Vietnam, there are many different milk brands so this thing will happen to lack of materials. Farmers in farms will supply materials for many domestic milk brands such as: Viva milk, Loath milk, and Dalai milk, etc. Vanilla Company must find out resources to supply good materials carefully. This is the big problem of Vanilla.

Technology problems in breeding milk cow: In Vietnam, technology problems in breeding milk cows has not developed yet much, o Vanilla Company can learn more experiences in technology from international milk company or cooperate with them in exchange technology. With modern technology in breeding milk cow. (Source: wry. Vanilla. Com. Van) There are five basic competitive forces that influence the state of competition in an industry (According to Michael Eugene Porter, the Bishop William Lawrence University Professor at Harvard Business School): 0 The threat of new entrants to the industry Today with a product such as shoes, television, laptop, clothes… Customers will have more choices to buy the product which they want.

From products of the perennial enterprises to the products of new entrants, all created a fierce competition in the market. Products of new entrants with modern technology and modern design will be a real challenge for businesses which had created the belief of customers. And Vanilla is not an exception. With Vanilla, there are many new competitors in industry, new competitors include inside and outside of Vietnam. In the domestic market of Vietnam, Vanilla is the largest dairy producer with the strong brand name and has terms of market share, production capacity and distribution network. Vanilla occupied 39% market share in the whole market share in Vietnam and has 250 distributors, 125. 000 retail outlets and supplies for all supermarkets in Vietnam.

Vietnam that helps to reduce transportation expenses and a system of the state-of- the-art machinery and equipment, being improved and expanded every year, that helps to ensure the output products meeting the international standards 0 The threat of substitute products Substitute products are products which bring the benefits for consumer like current or higher products. And substitute products are often the result of new technology. Back to the dairy market of Vanilla, we can see that nowadays when going for the work, the party or going out, customers do not necessarily have to choose yogurt (Probe) or fruit Juice (V-fresh) for their need. Instead of, they can choose for themselves the different types of water or energy drinks to create a convenience for them such as Quaff, Red Bull or DRP. Than. Besides that, Vanilla also meets with the fierce competition from other dairy products of other brands. The bargaining power of customers The bargaining power of customers is the advantage that results where the buyers re concentrated or organized, their purchases represent a large part of the supplier’s revenue, their purchases represent a large part of their own costs, or there are too many suppliers chasing too few buyers. Buyers in such position can (and do) put relentless pressure on the suppliers by demanding higher quality at lower prices. (Source: http://www. Objectifications. Com/definition/bargaining-power-of- customers. HTML). And the profitability of an industry also depends on the strength of the bargaining power of its customers. Vanilla Company is the largest dairy producers in Vietnam. The company also has two markets: domestic market and international markets.

With the domestic market, Vanilla Company occupied 39% market share on the whole market share, the company also has 250 distributors, 125000 shops and supplies products for all supermarkets in Vietnam, Vanilla Company has large distribution channels in 64 provinces in Vietnam. With the international market, Vanilla Company export products for Australia, Cambodia, Iraq, Kuwait, The Maldives, Philippines, and USA. Customers often want to be provided products with high quality and low price, beside excellent customer care services. This thing can make the companies’ cost increases and profit of them decreases to meet the needs of customers. With dairy products, today customers see them are not only a tool for drinking need but also a healthy product for them to themselves. So the demand for quality, price, nutritious….. Of customers about dairy products is rising more and more. The bargaining power of suppliers The bargaining power of suppliers is the advantage that results when suppliers are concentrated it is, however, usually illegal for them to openly or secretly form a cartel, too few goods are chased by too many buyers, a supplier’s goods are unique or giggly differentiated with few or no substitutes, suppliers are forward integrated (see forward integration), and/or high costs are involved in switching from one supplier to another. Suppliers in such position can (and do) demand premium prices. (Source: http://www. Objectifications. Com/definition/bargaining-power-of-suppliers. HTML). And Just as customers can influence the profitability of an industry by exerting pressure for higher quality products or lower prices, suppliers can also influence enterprise’s activities (such as finance, electricity, water, materials… ). If this process as problem, company can’t operate smoothly. Besides that, price and service of supplier is also have a big influence on the operation of companies. Here are some of suppliers of V.

M Name of suppliers Products supplied Fomenter (SEA) Pete Ltd Milk powder Hogget International Family powder Persists Bin Dung Tins Tetra Pack Indochina Carton packaging and packaging machines Hogget International and Fainter plays an important role on the international milk markets and is assessed one of the partner that supplies milk powder for producers and consumers in Europe and on over the world. Hogget can have capacity to give information about business industry about milk products and milk markets. Fomenter is the multinational group on over the world in milk industry and export milk products, this group occupied 1/3 procurement of market shares all over the world. This group supplies high quality milk powder for Vanilla Company. A source of high-quality milk material is especially important to Vanilla business. As a result, V. M has established stable relationships with suppliers through assessment policy. V.

M assists farmers financially by buying dairy-producing cows and V. M omit to purchase high quality fresh milk at the highest price. V. M have signed agreements every year with milk suppliers and up till now approximately 40% milk material has been bought from domestic sources. Vanilla factories, which are located in strategic locations near farms of milk cows, enable V. M to maintain and improve these relationships with suppliers. V. M also chooses the location for its milk purchase centers carefully to ensure the freshest and highest-quality milk available. On the other hand, V. M imports milk powder from Australia and New Zealand to satisfy the needs for both quantity and quality.

The rivalry amongst current competition in the industry Competition factor has a big effect to the operation of company. That the reason why company always has to care about activities and strategy of competitors. With Vanilla, we can see that nowadays they are not only facing with opponents in the country but also having to compete with rivals from aboard who are expanding into Vietnamese milk market. 0 In the domestic market, Vanilla as well as other companies must face with the competition in terms of price compared to China milk. The special characteristic of China is low price so it can attract a large number of customers easily. 0 Vietnam still fighting against the anti-dumping which EX. Applied on.

The anti-dumping has created many difficulties for footwear industry of Vietnam. 0 The international market for milk-made products is becoming more and more competitive. There is keen competition among manufacturers. So to create a firm position in the market, Vanilla had had appropriate policies to create the trust of customers. _Vanilla had tried to satisfy the needs of customers by using market segmentation policy. Market segment is a group of customers with certain things in common whose needs can be met with a distinct marketing mix. So efferent classes (pupils, students, office workers… ), different ages with diversify products (yogurt, fruit Juice, milk, milk powder etc). Vanilla products’ patterns are always changed, so they keep pace with customers’ fashion and taste, through pattern creating technique on computer. Besides that, the tendency of customers now is prefer to use Vietnamese goods than imported goods. It will be a certain advantage for Vanilla when they compete with rivals from aboard. From SOOT analysis, we can know about strength, weaknesses, opportunities and threats of Vanilla. Vanilla can base on these elements to do marketing strategy better. From five forces of Porter, Vanilla Company can identify competitors and know the influence of suppliers and customers to develop Vanilla Company.

Sustainable Competitive In order to make a sustainable competitive, Vanilla must have their advantages in competitive: Competition advantages: ; The industry leader position, supported by good brand building strategy ; The diversity of products ; The wide distribution network ; Stable relationships with suppliers to ensure high-quality milk ; The ability to do market research and to develop products in accordance to market demand ; Good management team, proven by the business results International standard manufacturing equipment and technology Since the establishment in 1976, V. M has built a strong brand for dairy products in the Vietnamese market. The brand name Vanilla has been used since V. M establishment and has now become a widely known name in Vietnam. Economies of scales when Vanilla is well positioned as a leader in dairy market of Vietnam. Vanilla is undoubtedly a familiar and trusted brand in the mind of Vietnamese consumers during the last 34 years.

An extensive distribution network located nationwide and continued being expanded over time allows Vanilla to bring its core reduces to consumers in a fast and effective way. Binomials high-quality products are the favorite brand of consumers. A range of modern factories located along helps to ensure the output products meeting the international standards. The loyal and cooperative relationships with both local and overseas suppliers allow the company to have a stable material source at the reasonable prices. At present, Vanilla is the purchaser of about 60% of all cow milk produced in Vietnam. Vanilla owns a management team deeply experienced in dairy business and production, a transparent internal management system and tight and detailed management reoccurred.

A strong spirit of self-renovation for improvement of operation quality is absolutely penetrated from every managers to each employee b) Explain how distribution of products is arranged to provide optimum customer business maybe has good products but if the distribution for their products is not logical, they will face with the obstacles in selling those products. Distribution is a key marketing function: the process of getting products to consumers. Although some manufacturers can and do sell direct to consumers, practical considerations require most to use a distribution system composed of independent middlemen, usually wholesalers and retailers.

And distribution channel is the path or ‘pipeline’ through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the vendor) (Source: http://www. Objectifications. Com). Any organization also needs to pay attention in choosing distribution channels because once a set of channels has been established, subsequent changes are likely to be costly and slow to implement. Nowadays there are two categories which distribution channels may fall into: direct and indirect channels. Direct distribution means the product going directly from producer to consumer without the use of a specific intermediary.

Indirect distribution refers to systems of distribution, common among manufactured goods, which make use of an intermediary; a wholesaler, retailer or perhaps both. Customers: the number of potential customers, their buying habits and their geographical locations are key influences. In Vanilla, particular in two big cities: Hanoi and Ho Chi Mini is the main distribution channel. Because of size, hence, there also have many distributors such as: suppliers, agents, retailers, wholesalers ho will introduce two products for customers. If Vanilla wants to introduce two products (Probe Fermented Yoghurt and Afresh smoothies), V. M will try to find out the culture buying behavior of customers such as: habits of customers in Ha Non and Ho Chi Mini.

Product characteristics: some product characteristics have an important effect on design of the channel of distribution: permissibility, customization, after – sales service/technical advice, franchising. V. M is among the top food and beverage companies which equip a system of fridges and freezers in shops. The investment on he system of fridges and freezers is a barrier to competitors who want to Join the food and beverage market since it requires a big sum of initial capital. With two products of Vanilla (Probe fermented yoghurt and Afresh Smoothies), V. M must keep fruit carefully. Afresh Smoothies is the product of special mixture between fresh fruit juice and milk such as: the combination of real strawberry, real orange and real milk, etc.

Hence, Vanilla must find the best supplier of fruit from farmers to serve in producing process. Vanilla also need to listens customers’ feedbacks to develop their products such as survey. The more better marketing plan V. M wanted the more marketing strategy V. M must have, such as: training program for suppliers or agent, etc. Franchising is also an important element because they also contribute in increasing profit for Vanilla by selling products. Distributor characteristics: The capability of the distributor to take on the distributive functions already discussed above is obviously an important influence on the supplier’s choice Binomials wide network of distribution is an essential factor that leads to success, helps V.

M attract a great number of customers and guarantees the effectiveness of new product old products through 201 distributors and over 141,000 outlets in 64 provinces in the country. V. M has experienced sales team of 1,787 salespeople nationwide has supported the distributors to attend to the outlets and customers better as well as advertising these products (Probe fermented yoghurt and Afresh smoothies) Competitor’s channel choice: For many consumer goods, a supplier’s brand will sit alongside its competitors’ products and there is little the supplier can do about it Vanilla is the largest producer in Vietnam with many market shares and their brand name is always kept in customer’s minds so distributors can believe about the company and introduce two products for customers.

Supplier characteristics: A strong financial base gives the supplier the option of buying and operating their own distribution channel. The market position of the supplier is also important: distributors are keen on to be associated with the market leader but the third, fourth or the fifth brand in market is likely to find more distribution problems Vanilla is the leading enterprise in Vietnam in manufacturing milk and dairy products. Vanilla holds 39% of the market share nationwide. The company has more than 220 distributors in the distribution system and over 140,000 outlets in Vietnam. Besides, V. M products are sold in all systems of supermarket nationwide. There are three types of distributors: wholesalers, retailers and agent.

Vanilla should consider carefully to choosing distributors for selling two products. In Vietnam, the distributors can choose two methods for channel design: selling direct method and indirect method. The distributors are: Selling direct method means that the distributors can sell two products directly without the middle man (intermediaries); ailing indirect method means that the distributors can sell two products with the middle and other suppliers. The distributors with selling direct methods can work Vanilla with the contract in the long term for example: from six months to one year or more if those distributors bring more profit for the company with the high sale.

The distributors with selling indirect methods can work Vanilla with the contract in the short term for example: from three months to six months, by one or two quarters, the contract will stop if no one buying any products, the distributors with selling indirect methods often work with the main distributors through their introduction, so those distributors will not work for Vanilla in the long time. There is an important element in distribution: transportation, Vanilla can distribute two products by trains, airlines and cars to 64 provinces in Vietnam. Ho Chi Mini and Ha Non will be the best suggestion in distribute these two products for Vanilla. These cities will attract many customers to use product and easy to serve customers with may services such as: the company can delivery two products for customers with the right reduce (two products: Probe fermented yoghurt and Afresh smoothies) at the right time, in the right place. C) Explain how to set the price of the product in the light of the “Vanilla” objectives and market conditions exist in Vietnam offered by the seller. On the other hand, price as an operational variable has a powerful strategic role to play. Marketing managers need to recognize that pricing (the art and technique of deciding on price issues) provides them with a tool which may be effectively combined with other components of the marketing mix to craft strategies of great variety. Binomials Objectives: Profit Minimization Sales Revenue Minimization We can see that price is the deciding factor, the key factor in the marketing strategies of enterprises. It affect quickly to the market and impact on revenue, cost, profit, market share and the competitiveness of product.

In the context that many opponents of Vanilla continuously offer strategies to attract customers, Vanilla must make appropriate policies to find the reasonable prices for their products but also maximize the profit (for example, if that price is too high, there would be fewer customer buy that product, so it will impact on the revenue of Vanilla). A domestic leader in milk producing, Vanilla is a developer and manufacturer of milk, yogurt, fruit Juice and other products. Vanilla is focusing on how to maximize the sales revenue. The objective of Vanilla is aimed at improving the distribution channel and through the advertisement on media. Market Conditions: Vanilla took good position in customer belief since they gain so many awards from domestic market.

Such as: Date/Periodical Awarding Authority 1985 Labor Medal of Third Ranking President of 1991 Labor Medal of Second Ranking President of 1996 Labor Medal of First Ranking President of 000 Hero of Labor President of 2001 Labor Medal of Third Ranking for 3 members of Vanilla: Dialed, TheГ¶Eng NhГt, Touring This Diary Factories President of 2005 Independence Medal of Third Ranking President of 2005 Labor Medal of Third Ranking for Hanoi Dairy Factory President of 2006 Labor Medal of Second Ranking for 3 members of Vanilla: Dialed, TheГ¶Eng NhГt, Touring This Diary Factories President of 2006 To be honored & got Prize of WIPE WIPE 2006 “Supreme Cup” for Vietnamese goods of high quality and prestige Intellectual Property Association and Association of Small & Medium Enterprises, 1991 – 2005

Continuously receive the award of “Leading Unit in emulation movement of Vietnam Industrial branch” Government Each year from 1995- 2007 Top brand in the “Top Ten High-quality Vietnamese Goods” Saigon Marketing Newspaper readers’ choice Which is proved that Vanilla has become the most popular brand name in milk producing, not only customer believed in their milk but also in the rest of their product is sell at a reasonable price, an affordable price with an acceptable quality. Hence, their pricing on product have to rely on the above conditions. Competitor’s Price Yogurt O yogurt: 3. 900 VEND well yogurt: 6. 500 VEND probe yogurt: 4. 300 VEND Fruit Juice cap sons: 9. 000 VEND aviation Afresh: 5. 500 VEND (Source: http://www. Batavia. Com) Binomials Pricing strategy: Price is a very sensitive element. The formation and manipulation of price are affected by many factors. So when making decisions about price, requiring companies to consider and solve several problems: First, the factors affecting decisions include cost factors within and external factors of V. M.

Changes in these factors as a basis for adjustment and change; Secondly, launched the new policy such as “skimming,” or “hold on the market,” price policy applied to the list of goods and valuation for the product or products together; Thirdly, based on the type of product or service that your company will apply the price adjustment policies are fundamentally different reasonable: 2 parts price, package price, price promotions, price discrimination, psychological price etc. Unlike the distribution of such products in the subsidy period, distribution of market mechanisms as indicated by the system of movement of goods to consumers so that with short time, lower costs and still ensure quality goods. Ad) Illustrate how promotional activities integrated to achieve marketing objectives of Vanilla Promotion is concerned with communication between the seller and the buyer. Consequently it is the most visible aspect of marketing and, arguably, the most interesting.

And promotion includes advertising, sales promotion activities, publicity or public relation, and the activities of the sales force. 0 Sell promotion Sell promotion is a range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service, in order to achieve a specific sales and marketing objective. 0 Advertising Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identifiable sponsor (defined by the American Marketing Association). 0 Public relations (PR) Public relations are the efforts to establish and maintain the company’s image with the public.

All of the activities above are meant to meet up with Binomials marketing objective: 0 Raise customer awareness of the brand both in consumer market 0 Bring that core price/value trade off to consumers by focusing on product features and infinite 0 The capability of the distributors, wholesale retail, type of distribution contract, long or short term contracts Competitors’ channels used: how do the competitors distribute their products 0 Supplier characteristics: supplier transportation capabilities, local knowledge, financial strength. 0 Ensure efficient In addition, if Vanilla have an ordinary production system then V. M should applied the Just In Time 0. 1. T) strategy in the promotional activities J. I. T strategy: (push and pull) With Push J. I. T strategy Vanilla will input a massive quality of material and keep hem in stock in order to producing. But it has disadvantage: the inventory cost.

With the Vietnamese current economy condition, it is not a good choice for Vanilla to do this, plus, if the customer’s demand changed then it will result in decreasing in sales because of outmoded product. But with Pull J. I. T strategy, Vanilla will produce and distribute depends on the demand of market. This strategy can help Vanilla in catch up with the trend of customer and also keep Vanilla from big cost of inventory, excess goods and outmoded goods. In the other hand, this strategy does have its disadvantage, too. If the demand of market is dramatically increase, Vanilla may not provide enough their product to customer. In my opinion, Vanilla should use these promotional strategies because they will help the company to approach new customers easier.

Vanilla can base on the push promotional strategy to introduce two products: Probe fermented yoghurt and Afresh smoothies, two products are also new products with customers, so Vanilla should think about suitable promotional programmed to approach new customers and also keep old customers. For example: when producers introduce Probe fermented yoghurt and Afresh mouthiest for wholesalers, wholesalers will use two products in order that wholesalers can know about tastes and quality products to introduce for retailers, Vanilla must have this policy if they wants to find new customers. Besides that retailers also will use two products to introduce for customers. If wholesalers introduce for retailers two products successful, Vanilla will discount 10% follow each order about prices of two products for wholesalers. This policy is very necessary when Vanilla want to new products in the milk markets.

In short, when Vanilla wants to approach new customers, they must have suitable promotional programmed or customers. With the pull promotional strategy: Vanilla must make advertisements such as: televisions, internet and newspapers. If consumers like those advertisement models, they will accept new products. Furthermore, they will listen to introduction two products from retailers. When these steps are successful, two products will be attracted many new customers. E) Analyze the additional elements of the extended marketing mix Today marketing is not limited to the traditional UP formula that it has been expanded to add the UP formula (people, process, physical evidence).

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Rupee’s second-highest birth rate, and has shown an upward trend since the asses. France’s birth rate of around two children per woman in 2010 makes it one of only two European countries that could maintain their current population based on present trends. The problem of an aging population is becoming more apparent. Additional government expenditure between now and 2050 due to increased pensions, healthcare, and dependency care related to the aging population is predicted to be more than 4% of GAP. Technological landscape

France has a favorable innovation climate, which is reflected in the large number of patents received. In 2010, the total number of patents received from the US Patent and Trademark Office (SPOT) reached 124,723, which indicates the country’s strong support for innovation and R. The government’s interventionist attitude, as seen In the case of Internet advertising, and the ongoing withdrawal of business-friendly schemes like the Young Innovative Company (YOGIC) concept will affect Industrial growth, and could reduce Investments In the country. Legal landscape

Foreign investments Increased by 22% In 2010, with 782 projects leading to nearly 32,000 Jobs, an Increase of 6% compared to 2009. Many of these projects were related to the renewable energy sector. In 2010, foreign companies based in France created two million Jobs. Many of the government’s tax and labor reforms have been met with cynicism and public protests. The government Is planning to Increase weekly working hours to 39 from the current 35 and abolish the wealth tax LimpГ¶t De solitary sure la fortune. However, these moves are bound to face public outrage and demonstration.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

The company also owns Score stores, which It Is now undertaking to convert to the Pick n Pay brand and specifically, to its Family Franchise store format, where a local community member is owner-manager of the store. Question 1 A marketing gap refers to an unmet need, where people might require a certain product, or type of product or service, there Is no business that Is selling the product entrepreneurs to produce the goods or services which is not yet available to consumers. The market gaps can be classified into 5 categories namely; space gap, time gap, information gap, ownership gap and value gap.

Space gap The space gap refers to how the company distributes their products around the country to reduce the chances of stock shortages between the different stores. Companies use warehouses to distribute products between different stores. Pick n Pay closes the space gap by using depots and warehouses to distribute products between the different Pick n Pay franchises throughout the country. Time gap The time gap refers to the company importing products or keeping a products in excess throughout a certain time period to reduce the chances of certain products having a stock shortage due to the change in season.

Pick n Pay uses their warehouses to keep stock of certain produce. Pick n Pay is South Africans number one retailer, which consists of 20 hypermarkets, 162 supermarkets and 127 Family Franchise stores. The produce is stored in temperature controlled room to fit the needs of the produce to keep them fresh and up to quality standards. Pick n pay signed an agreement with the WFM and the ASSAI to transform their fresh, frozen and canned seafood products with aims to restore over- exploited fish stocks to sustainable levels, while maintain and improving other stock.

Pick n pay is one of out Africa first retailers to sign an agreement, the three year agreement is worth 6. 1 million rand Information gap The information gap refers to giving the consumer information about the different products. Pick n Pay closes the information gap by providing the consumer with relevant information on the products they sell to the consumer Ownership gap The ownership gap refers to an entrepreneur purchasing a franchise and following the rules and requirements of the franchiser. Pick n Pay is an Associate Member of the Franchise Association of Southern Africa. Membership No.

OFF/0234. The entrepreneur profile for a franchisee is an existing store owner or manager, or an entrepreneur with previous retail management experience. Pick n pay provides a training program for new franchisees which is 67 days which is an initial training programmer for the owner, and ongoing training and support for operating a successful business. Its important for the franchisee to buy a set of Operations Manuals at a cost of RE 000 once a future store has been set up. The franchisee has to pay one percent of gross actual turnover. This fee is payable with post-dated cheeses.

The franchisee makes use of the Pick n Pay brand on till packaging, promotional signage, uniforms and name badges. These are Just some of the rules and regulations for a new franchisee to follow when opening a new Pick n Pay franchise. Value gap The value gap refers to the price at which the company decides to sell their products to the consumers and whether the consumer agrees with the price. Pick n Pay inspire customer loyalty through loyalty cards such as the smart shopper loyalty card, which allows customers to allocate shopping points which can be used to pay for Pick Pay items after a certain amount of points is acquired.

The BEEBE gap refers to how a company complies with the scorecard. The recommended approach is for the companies to use the scorecard calculator to establish a baseline that reflects the company’s current BEEBE status. Pick n pay has a level sic BEEBE status which is two places away from being non-compliant. Pick n pay shows 3. 76% in black ownership and 0. 37% in black women ownership. This ownership is Question 2 Marketing activities refer to the activities of a company associated with buying and ailing a product or service.

Primary marketing refers to the transportation of the products from the supplier to the consumer in the fastest and safest way. Transportation Pick n Pay makes use of Unitarians Freight and Logistics to handle all its transport, warehousing and delivery needs, while Unitarians supply Chain Solutions designs and implements supply and logistics solutions for customers. Services include transportation, warehousing, distribution and clearing. Sourcing and Supplying information This refers to the retailer knowing where potential consumers are and how the detailer is going to attract the consumers.

This marketing activity can also be related to market research which is the collecting and analyzing of information relating to consumer needs to introducing a new product into the market. Pick n Pay uses different forms of media to advertise their products to their target market. Pamphlets are often used in weekly newspapers to give consumers prices and discounts on Pick n Pays prices. Other media such as television is used to promote Pick n Pays prices as well as promoting their loyalty cards and outreach programs such as the pink rive which inspires customer loyalty.

Standardization and grading This refers to the retailer acquiring the best quality oft products at the best price in large quantities which in retrospect benefits all the parties involved in the economic process. Pick n pay signed an agreement with the WFM and the ASSAI to transform their fresh, frozen and canned seafood products with aims to restore over- exploited fish stocks to sustainable levels, while maintain and improving other stock. Pick n pay is one of South Africa first retailers to sign an agreement, the three year agreement is Roth 6. 1 million rand.

Storage Refers to the company importing products or keeping a products in excess stock shortage due to the change in season. Retailers use the storage activity to close the time gap. Pick n Pay uses their warehouses to keep stock of certain produce. Pick n Pay is South Africans number one retailer, which consists of 20 hypermarkets, 162 supermarkets and 127 Family Franchise stores Risk-taking The retailer takes out insurance to secure the company from certain loses. , property insurance provides protection for the company against most risks to property, such s fire, theft and weather damage.

Bad debt insurance is payment protection Insurance which is designed to protect the company from being unable to make payments to creditors. These are Just some of the types of insurance that Pick n Pay can take out to insure their assets from loss or damage. Question 3 Market orientation focuses on providing products that respond to both the needs and wants off target audience. These orientations can be classifies into four concepts namely; production, sales, marketing and societal marketing-orientation. Consumer Orientation

The market is characterized by a number of products, a diverse customer group and stiff competition. Marketing with the consumers in mind has become a necessity to business today. Marketing managers are moving their focus from selling a product to make a larger profit margin to providing goods and services for the consumers, but at a price that is both affordable, which keeps the consumers satisfied and ensures that the companies make a profit at the end of the financial year. One of the key factors of Pick n Pays consumer orientation strategies is inspiring customer loyalty, Pick n

Pay uses their loyalty cards to inspire customer loyalty to the Pick n pay brand. The smart shopper card is a loyalty card that allows customers to accumulate points when they shop at Pick n Pay stores. Once the customer accumulates enough points, the smart shopper card can be used to pay for the products at the Pick n Pay store thus helping the consumer save money after a certain period of time due to the point system set up by the loyalty card scheme. “Smart shopper has been designed as an easy three-step process of signing up, swiping the card and switching points to

Rand once cardholders have collected 1000 points. When switching their points, customers can elect to donate to a charity or environmental cause instead. The only till transactions that don’t earn smart points are third party payments such as household service bills, traffic fines, tobacco products, Pan gift cards, Lotto, money transfers, financial services, fuel or prescription drugs. ” Pick n Pay set up the Pink Drive program which is a program aimed at education women in informal areas about breast cancer, Pick n Pay use two trucks which consists of an abele staff who re educated with the program.

The staff provide free mammograms and clinical breast checks to all women in the community. Which inspires customer loyalty and attracts potential investors. Online shopping is another scheme set up by Pick n Pay shopping scheme allows customers to browse through the Pick n Pay catalogue which provides the products price and description which lets the consumer know more about the product, the catalogue provides the price and picture of the product. Pick n Pay also has a delivery service which transports the products that the consumer researched over the internet to the area of the consumer. Hess are the ways in which Pick n Pay inspires customer loyalty to form a consumer orientated market which is aimed at providing products to the consumer at an affordable price which inspires customer loyalty but at the same time provides a good profit margin for the Question 4 With relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database. , and an account executive is assigned to one or more major customers to fulfill their needs and maintain the relationship, legislation marketing gives the company the opportunity to grow with both revenue and profit.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

The objective of this study Is to offer both theoretical and practical Insights about the deregulation recess In Nigeria from a management violent. TLS study theoretical framework Is embedded In three aspects of the literature: deregulation, strategic management and competitive forces. These three perspectives are used In order to assess emerging effects, challenges and prospects of deregulation of the Industry and the changing strategic landscape arising from the deregulation exercise.

The theory of competitive forces provides and understanding of the industry structure and the interactions between competitors, while innovative management is needed in order to assess industry processes and capabilities. Summarizing and integrating these viewpoints formed a hypothesized understanding that reflected the effects, challenges and prospects of deregulation. An empirical analysis of the study required a constructed research methodology that is based on quantitative and qualitative methods.

A non-probability sample approach with a dichotomous questionnaire (of TEST/NO responses) was self-administered in Baja, Lagos and Port Harcourt to represent three geographical areas in Nigeria; the target population of fifty persons from each state was chosen using purposive sampling method. Furthermore, an open-ended questionnaire was self-administered on two managers from Forth Oil, one manager from Indo PL and one manager from Total PL. The manager’s views were sought in order to have an industry professionals opinion on the deregulation of the downstream oil and gas industry.

The presentation of result followed a statistical test of hypotheses on the effects, challenges and prospects of the deregulation of the downstream industry. A Porters five forces model was also utilized to analyses the competitive forces In the Industry. The analysis performed Indicated that respondents are concerned that deregulation could have numerous effects on the country and there are yet many challenges ahead. However, there Is an overwhelming consensus that there are great prospects for the downstream sector to be Improved by deregulation.

Overall, the result shows that many Nigerian are of the opinion that deregulation will deliver positive effects, reduce the challenges In the Industry and also create better prospects and opportunities. The study reveals that the previous regulated regime of the downstream OLL and gas Industry has become more competitive and market driven. Nevertheless, It also indicates that the industry is not fully deregulated to enable the market mechanism to determine product prices: rather the government has been fixing petroleum product prices. The study further revealed that deregulation program is poorly implemented by regulatory agencies.

Hence, in view of the lapses revealed, this implementation, evaluation, monitoring and control is required to drive the success of deregulation of the downstream oil and gas industry. Abstract: Purpose: To examine the extent to which deregulation of the Nigerian Petroleum downstream effectively and efficiently promotes petroleum product distribution. Design/ Methodology/Approach: This study was carried out by reviewing the organization of the Nigerian deregulated downstream provision with reference to the products and services, major players, traits and inherent tensions.

Further, an analysis of determinant forces in the sector was performed using Porter’s five forces with particular focus on fuel retailing. We were able to identify key issues in the effective management of an oil and gas supply chain. The study further goes to proffer rabble recommendations to tackle these tensions and issues inherent in petroleum product distribution in a deregulated regime so as to enhance competitive advantage.

Findings: In view of the data extracted from both primary and secondary sources, it was discovered that fuel retailing was key to a company’s supply chain as it largely went ahead to determine the application of other products. Also, partial deregulation of the Nigerian petroleum downstream has failed to address most of the challenges in the sector, and thus, until total deregulation of the sector, these problems would continue to be experienced.

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

Black Tie Is Ireland’s one of Ireland biggest formal wear shop and rental specialist. Black tie has numerous stores throughout Ireland Including one In Limerick In O Connell Street. Black tie has been in the formal wear Business for the last 25 years. Here is the Soot Analysis Limerick Formal Wear has carried out on Black Tie. Strengths: Black Tie has twelve branches all over Ireland Including on In Limerick City.

Central Location They have been around for the last 25 years so they have developed a large customer base of loyal customers. Rental Facility They do special group deals They have a detailed online site which provides customers with a lot of information about the company. They have a Faceable account which informs customers of their latest deals and offers. They Offer discounts to their customers when they like them on Faceable.

Black Tie has an online catalogue that you can purchase Items on. They have a store Locator They get good feedback from the local Community It offers good customer care by having a special section on their website for customer enquires Offers appointments to anyone who wishes to get professional help and device from the staff Weakness: High Prices Premises Is small – Little floor space shops In the crescent shopping centre have an advantage over them because of the free parking facility.

Opportunities: They are a well-known formal wear company throughout Ireland for the last 25 years who have the potential to expand globally. Expand the premises Stores such as Penny’s Dunes and Tests are making copy cats for a lower price. New entrants to the market During the recession even loyal customers may switch to cheaper alternatives. New Technologies

Free Sample: Marketing paper example for writing essay

Marketing - Essay Example

We decided to Introduce the Larkspur to Gregory, a outdoor bag productions company, because Gregory have a good brand name in efferent aspects, such as the quality, Gregory have many special Ingredients to make bags, such as the “Area-Tech Mesh”, a fabric with AD weaved, this fabric have extremely high permeability, and it’s suitable to make the Repackage. Furthermore, Gregory provide warranty repair, if the bags have quality problem that damaged quickly, Gregory can repair it for you free or even give you a new one, this after sale services is a guarantee to customers.

For the price, a Gregory bag which Is normal and have no special functions, Is around 1 200, after merging the radiating system, we estimated the price of the Larkspur should be around $1500, and we coordinated the Larkspur as a premium product, which means It have high quality and high cost, but not reach the luxury level yet. As our target segment is middle class, so that the price is acceptable because it is just slightly expensive compare to other normal bags.

Then, the place of selling this product, as Gregory have no specialty store in Hong Kong, the Repackage should be sold like other Gregory bags, which are sold through statutory. About the allocations of the selling point, we thought that they should focus in the shopping area of teenagers such as Mongo and Causeway Bay, because we are targeting mostly generation Y, so that we should put more Repackage In their sight.

Also, as nowadays Internet and Information technology are developed rapidly, many people love to buy Items online, we suggest to sell the Larkspur through online shop, and people can buy It online and get It through the express delivery, which is convenient and save effort. Finally, for the promotion, advertising through media is a good way to sell our Repackage, we can advertising by making a big banner in the place like Mongo, because as we mentioned before, there are the shopping areas of many generation Y, so that they can know there is a innovative product called Repackage.

Also, we can set some sample of Repackage in the selling point, thus the customers who are interested in our Rickrack can test it, feel it, and know the great comfort of it. About the product, our product is an innovative backpack called Repackage, which is a backpack that contain a radiating system, it can keep the Repackage user cool when carrying it. And it can also discharge warm air, so that people can keep comfortable in winter too.

We decided to introduce the Repackage to Gregory, a For the price, a Gregory bag which is normal and have no special functions, is around $1200, after merging the radiating system, we estimated the price of the Repackage should be around $1 500, and we coordinated the Repackage as a premium product, which means it have high quality and high cost, but not reach the luxury level yet.

As our target segment is middle class, so that the price is acceptable because it is Just Repackage in their sight. Also, as nowadays internet and information technology are developed rapidly, many people love to buy items online, we suggest to sell the Repackage through online shop, and people can buy it online and get it through the interested in our Repackage can test it, feel it, and know the great comfort of it.