Management Consulting - Research Proposal Example

Management Consulting Assignment Table of Contents Executive Summary 4 Introduction 5 Understanding Taylersons Malmesbury Syrups Brand - INTRODUCTION5 TAYLERSON'S MALMESBURY SYRUPS Products 6 Environmental Insights 7 PEST Analysis 7 Political Environment 7 Economical Situation Analysis 8 Social Environment Analysis 9 Technical Environment 11 Porter Five Model 12 Bargaining Power of Suppliers 12 Chances of New Entry 12 Risk of Substitutes 13 Competition among the existing competitors 13 Bargaining power of the Buyers 13 SWOT Analysis 14 Strengths and Weaknesses 14 Opportunities and Threats 15 Key Issues 16 Aim and objective of Taylersons Malmesbury Syrups 16 Product Dimensions 17 Brand Value Pyramid 18 Customer Services 19 Market Analysis 19 Market Research 20 Key Drivers 20 Brand Loyalty 21 Food & drink market trends 21 Syrup/treacle sales 21 Syrup/treacle customer segmentation 22 Syrup in coffee & tea market 22 Top 10 flavored syrup 22 Marketing Mix 24 Future Brand Positioning 25 Findings 27 Recommendations 27 NEW MARKETING PLAN 27 The marketing strategy on key elements of marketing mix 28 Organizational Restructuring 30 Functions 31 Customer "VALUE ANALYSIS" 33 Bibliography 37 Executive Summary Taylersons Malmesbury Syrups brand is a new brand of its kind in the market. This paper focuses on creating a strong brand with a clear emphasis on its top quality product. As in the case of that other brands already penetrated the market in the existing community, Taylersons Malmesbury Syrups also has its own recognition because of its high product quality. It is well understood that good brands recognise the need for an appropriate market approach in these days. Taylersons Malmesbury Syrups has become an ideal model in the full service beverage business. With the help of Very Fine and Triarc Beverage Group (Mystic Tea Products), Taylersons Malmesbury Syrups has moved from being just a local beverage company to a national broker for branded "bag in the box" products. Each type of their product has a specific focus. This paper is intends to provide a clear understanding of what Taylersons Malmesbury Syrups brand is, why and how it is managed, and what are the dynamics involved in managing brands in the present context of competitive market. Introduction Understanding Taylersons Malmesbury Syrups Brand - INTRODUCTION Taylersons Malmesbury Syrups is a privately owned company, incorporated in April 2007. All of their product processing is done at their plant in Maple Heights, Ohio. They own the real estate, building etc, and all of the manufacturing equipment are a debt free, profitable operation. Taylersons Malmesbury Syrups is inspected, and approved, by the Federal FDA, State Agricultural Department and local Health Department. The company's primary business is the manufacturing of concentrated fruit juices, cocktail mixes and beverage syrups sold to the Food Service market and to national restaurant chains, hospitals, and nursing homes. They are constantly researching and developing new products that fulfil the customers' requirements. TAYLERSON'S MALMESBURY SYRUPS are flavoured syrups, using the finest ingredients including pure Madagascan Vanilla or natural Apple & Cinnamon. The company makes it a point to use only the finest ingredient of purely natural components as raw materials in production. Another salient features of their products is that these are very easy to prepare, and are healthy for human consumption. TAYLERSON'S MALMESBURY SYRUPS Products Taylersons Malmesbury Syrups produce a wide range of flavours of Malmesbury Syrup, including: Amaretto flavouring for coffee, on ice cream, as a white wine mixer or Frappes' (Ice, milk and flavour) or fruit desserts. Apple & Cinnamon makes great coffee or flavours hot water, tea, or can be used as a dessert topping. Caramel for flavouring coffee, Frappes', ice cream, pancakes, or hot milk. Cinnamon puts a zing in apple pie and it tastes great in coffee and hot milk too. Espresso for coffees, cakes, ice cream, Frappes' Fine Vanilla on strawberries, porridge, pancakes, when making biscuits and cakes, in marinades to make lamb and chicken taste great, or as a flavouring for a great smoothie. Hazelnut flavouring to pour in hot coffee or hot chocolate or use to make Flapjacks. Mint Chocolate add to ice cream, yoghurt, cakes or Frappes' Mocha for cakes, Ice creams, Frappes' in coffees. Environmental Insights PEST Analysis Political Environment Political factors can have a direct impact on the way a business unit operates. Decisions made by government affect the every day activity of an organization, and can come in the form of policy or legislation. The government's introduction of a statutory minimum wage also affects all businesses, as do consumer and health and safety laws and so on. The current increase in global petrol prices has a profound impact on major economies. It is estimated that '200bn has been added to the global fuel bill since the price increases started (BBC news 19/9/00). The political decision as to whether the UK signs up to the Single European currency are again having an impact on businesses concerns in UK. Firms like Nissan who have recently invested in the UK have signalled that they will withdraw their operation from the UK if the government fails to sign up. The United Kingdom is a constitutional government and the monarch of UK serves as head of state of fifteen other Commonwealth countries, putting the UK in a personal union with those other states. They are not part of the European Union. However, the Parliament of the United Kingdom has the authority to legislate for the dependents and the British government manages their foreign affairs and defence. The UK has a parliamentary government system based on strong democratic traditions: the Westminster system, which is a legacy of the British Empire has been emulated by countries around the world. The UK's constitution governs the legal framework of the country and consists mostly of written sources, including statutes, judge made case law, and international treaties. As there is no technical difference between ordinary statutes and law considered to be "constitutional law," the British Parliament can perform "constitutional reform" simply by passing Acts of Parliament and thus has the power to change or abolish almost any written or unwritten element of the constitution. However, no Parliament can pass laws that future Parliaments cannot change. The United Kingdom is one of the three countries in the world today that does not have a codified constitution. Thus any act or legislation passed by the political machinery stands to affect the operation of the business in UK. Economical Situation Analysis The UK economy is made up of the economies of England, Scotland, Wales and Northern Ireland. The empire created an overseas market for British products, allowing the United Kingdom to dominate international trade in the 19th century. However, as other nations industrialised the United Kingdom began to lose its competitive advantage and heavy industry declined, by degrees, throughout the 20th century. The economic slump as a consequence of the two world wars also has made the situation worse. On the other hand, the British service sector, however, has grown substantially, and now makes up about 73% of GDP. The service sector of the United Kingdom is dominated by financial services, especially banking and insurance industries. London is the world's largest financial centre with the London Stock Exchange, the London International Financial Futures and Options Exchange. Besides, the Lloyd's of London insurance markets apart from other institutions are all based in the City of London. It has the largest concentration branches of foreign banks in the world. London is a major centre for international business and commerce and is the leader of the three "command centres" for the global economy (along with New York City and Tokyo). In recent years, the UK economy has been managed in accordance with principles of market liberalisation and low taxation and regulation. Based on market exchange rates, the United Kingdom is the fifth largest economy in the world, and the second largest in Europe after Germany. The British manufacturing sector, however, has greatly diminished, when compared to the economy as a whole, since World War II. It is still a significant part of the economy, but only accounted for one-sixth of national output in 2003. The United Kingdom's agriculture sector accounts for only 0.9% of the country's GDP. As of 2007, United Kingdom's government debt rose to 43.3% of GDP. Economic situation is also an important consideration that needs to be evaluated before launching a new business. As far as UK is concerned, economic conditions have deteriorated tremendously within a short span of time. A person who could meet his daily requirements a few years ago is compelled by the efficient government to sell his belongings in our to meet the minimum of his requirements. Water crisis this year, has also had its impacts on our economy. Following are the points of economic situation, which can affect our business; Economic situation in UK is deteriorating at a steadfast pace. Amazingly, it is one of the few countries in which, the middle-income population is decreasing while in comparison to its arc-rival India, where middle level is increasing by 5% annually. As the middle level is decreasing so it sets the upper level for our fees. We cannot set our fees very high as the income of people is decreasing very rapidly. Quite interestingly, it also provides an opportunity for us as well. People who were able to educate their children in higher quality schools are now compelled to send them to lower quality schools. They are looking for substitutes for their children in schools or institutes with lower fees and high quality so if we can position ourselves as high quality institute. Definitely, we are going to get some share out of this market. As far as over all environment analysis is concerned, economic situation poses very serious threats for business units in UK and we have to take serious measures in our planning to meet the economic challenges of the coming time. Social Environment Analysis UK is also undergoing rapid social changes due to higher exposure to international media and increased number of multinationals that are operating from the country. We will try to accommodate these social changes in our business. Following are the changes we will try to use as our strength: Although English was designated as our first language, this language has never enjoyed the honour to be the first language. English has always super ceded English in every aspect of life. This fact has become more evident in the last few years after we were exposed to the "CABLE" culture. English is the language of the leaders and officers, so it is the first effort of every parent to make their children study English right from the first class. We will fulfil this requirement of the parents. Our curriculum will follow one of the top English schools in the city and we will use this fact in our advertising. [It appears you are writing in an Indian context. Is this really what you want/mean'] Secondly, in the last few years, computer has made its place in our society as an inseparable instrument of human existence. At the moment, it is the basic requirement for good future in all areas especially business. We will provide computer education to children right from the first class. Frequent use of computer in daily life will increase the know-how of children about basic functions of computer, and decrease their hesitation to deal with this machine. Computer will serve as the basic method of education in our college s in future. Like language, western style has also super ceded the eastern style as far as clothing is concerned. Parents like the schools where it compulsory for the children to wear pant coat and feel pride in this phenomenon. We will take advantage of this weakness of the parents and it will be compulsory for the children to wear pant coat in our school. [These are all irrelevant and cannot be set right as an editing job. Most of it needs rewriting]. Demography Ethnic group'' Population'' '% of total*'' White British &0000000050366497.00000050,366,497 85.7% White Irish &0000000000691232.000000691,232 1.2% White (other) &0000000003096169.0000003,096,169 5.3% Mixed race &0000000000677117.000000677,117 1.2% Indian &0000000001053411.0000001,053,411 1.8% Pakistani &0000000000747285.000000747,285 1.3% Bangladeshi &0000000000283063.000000283,063 0.5% Other Asian (non-Chinese) &0000000000247644.000000247,644 0.4% Black Caribbean &0000000000565876.000000565,876 1.0% Black African &0000000000485277.000000485,277 0.8% Black (others) &0000000000097585.00000097,585 0.2% Chinese &0000000000247403.000000247,403 0.4% Other &0000000000230615.000000230,615 0.4% * Percentage of total UK population General Facts: Languages: English, Welsh, Irish, Ulster Scots, Scots, Scottish Gaelic, Cornish [5] Population: 60,587,300 GDP (PPP): US$2.270 trillion (6th) Per capita US$37,328 (13th) Technical Environment Technical environment has gone under severe changes in the last few years. The basic reason behind this fact is again the increased exposure to the external environment and increased importance of computer in the daily life. Another important reason behind this fact is increased awareness among the common people about the importance of education of their children. Technically following points are important. Competitive staff is the basic requirement for the success of this business. Faculty should be well educated and have efficiency in English. So it will be necessary for us to hire competitive people. Use of computer in studies will also be necessary for the success of our business and will play major role in getting business from the area. Porter Five Model Bargaining Power of Suppliers Bargaining power of the supplier is low. Main Inputs Sugar: Many Sources on he open market Creation Power of Supplier is low Packaging: A lot of major suppliers Abundant supply of natural resources Chances of New Entry These the following barriers to entry; Established brand names Existing nexus with the distributors, retailers Brand Awareness Risk of Substitutes Existing generic competition: Tea, Coffee, Beer, Milk, Powdered drinks etc. Existing products by Taylerson's or other manufacturers. Competition among the existing competitors The situation is oligopoly. Many players are competing in the market. The following research would show us the trend: Bargaining power of the Buyers Consumer demand for premium, natural/organic, and health-related products Increasing levels of consumer interest in food preparation and cooking Consumer are concerned better in value than in volume The on-demand coffee machines have increased considerably as consumers are looking for premium and convenience at home SWOT Analysis The SWOT analysis is an extremely useful tool for understanding and decision-making for all sorts of situations in business and organizations. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. Information about the origins and inventors of SWOT analysis is below. The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea. Completing a SWOT analysis is very simple, and is a good subject for workshop sessions. SWOT analysis also works well in brainstorming meetings. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports Strengths and Weaknesses Resources: financial, intellectual, location Cost advantages from proprietary know-how and/or location Creativity (ability to develop new products) Valuable intangible assets: intellectual capital Competitive capabilities Effective recruitment of talented individuals Opportunities and Threats Expansion or down-sizing of competitors. Market trends Economic conditions Expectations of stakeholders Technology Public expectations All other activities or in activities by competitors Criticisms by outsiders Changes in markets All other environmental conditions Key Issues Following are the major issues/problems which may arise in the mind of client before buying the new brand in the existing market where already a huge market of different well known syrups. These are: 1. Research & Development 2. International Design and Quality 3. Technology 4. Strong Domestic Market 5. Institutional Infrastructure 6. Lack of Initiative on International Marketing Aim and objective of Taylersons Malmesbury Syrups For comprehension of a brand's dimensions, three models are fundamental to any discussion about the subject. That is the first and the foremost thing you have to keep in your mind. Those are: Brand identity Brand image Communication Product Dimensions Having understood all the models, namely, product identity, product brand image and communication, we can go ahead with our discussion of the dimensions of product, which is graphically represented hereunder for better understanding. Brand Value Pyramid Customer Services Every organization is manned by requisite labor force to perform selling and marketing operation successfully and efficiently. Indeed, it is different department that they work from purchasing to manufacturing to distribution and selling directly to customers. Previously it was assumed that only those which are directly employed in marketing and sales departments are responsible for movement of goods to customers. The latest approach is that infect all departments, whether they carry name of marketing or sales are indirectly focused towards customer happiness and welfare. Therefore, all labor has customer as their focal point. All departments must orientate its policy towards service to customer in one way or the other. Selling plant and equipment is no the end of the game of computers for that matter. The software and maintenance and upkeep are as much as important for the customer as selling the equipment. Market Analysis Market Analysis plays a major part in any firms planning activities. It also guides decisions on all the elements used in firms planning like promotional activities, purchase of capital equipment, facility expansion, workforce expansion & contraction, inventory control and many other aspects of the company. Forecasting in these areas must be accurate and decision makers must understand how they were derived. Not all the managers are asked to conduct a market analysis, but all the managers must make decisions using the market analysis data and understand the customers need & demand and how the data was derived. So all managers need a reasonable understanding of the tools most used for making sales forecasts and analyzing markets. To understand a market analysis, managers need a basic understanding of statistics and knowledge of computer their proper usage etc. A large number of market analysis techniques are related to sales forecasting, others are more general techniques for analyzing markets. The report shows several areas in which market analysis is important. These factors include the forecasting, marketing research and marketing strategy. Sales forecasting and market analysis are complementary skills that all the managers should possess in their organization. Market Research Key Drivers 1) BRIX - The higher the BRIX, the higher the concentration of sugar and flavoring in the liquid. 2) Flavor vs. Sugar - More flavor extract than overdose of sugar. 3) Sweetener - avoid artificial sweeteners. 4) Preservatives - some syrups are preservative-free. the shelf-life of these syrups will be shorter than those with added preservatives. 5) Sugar Free or Low Carb - producing sugar-free coffee or low-carb syrups 6) Purpose - Syrups should vary in thickness, sweetness and flavoring depending on their purpose Brand Loyalty Food & drink market trends Consumer demand for premium, natural/organic, and health-related products Increasing levels of consumer interest in food preparation and cooking Consumer are concerned better in value than in volume The on-demand coffee machines have increased considerably as consumers are looking for premium and convenience at home Syrup/treacle sales Syrup/treacle customer segmentation Gender: Women purchase twice as likely as men Age:25-54 Socio-economic group: ABC1 syrup are strongly skewed to family usage, with indulgence being a core benefit Customer concern to buy syrup : uality(30%) Family favorites(30%) Natural (25%) Syrup in coffee & tea market Coffee and tea bars offer several valuable advantage to the flavored syrup promote the products to a younger audience introduce a wider variety of espresso-types products - encouraging the purchase of home coffee making machines Overall coffee and tea sales outside the home have declined (Key note 2007) Instant coffee 81% of value share and Roast & ground increased by 65% from 2002 to 2007 With 25 million households Consumer desires for premium coffee tastes, and re-creating the coffee shop experience in home have helped increase sales with 'on-demand' or 'single-serve' pod machines Top 10 flavored syrup Marketing Mix Marketing mix analysis falls after various external & internal environment analysis like PESTEL analysis, Porters Five Forces analysis & SWOT analysis. It is an important concept in modern marketing it is referred to as the set of controllable tools that the firm blends to produce the response it wants in the target market. Main Aspects of Marketing Mix Following are the main aspects of Marketing Mix 1. Product 2. Price 3. Placement 4. Promotion Future Brand Positioning Taylerson brand: Premium product (Stars) 250-300 ml bottle for Supermarket and Retailer (Exist market) Taylerson brand: Novel product (Question Marks) 50 ml bottle for Hotel mini bar(New market) New brand: Mass market product (Cash Cow) Big plastic bottle for mass market, like food service, coffee shop(New market) Limitation of Marketing Mix Analysis (4Ps of Marketing) 4Ps of Marketing was criticized (Kotler & Armstrong, 2004) on the point that It only caters the sellers view of market rather than customers point of view. In response of this criticism Lauterborn (1990) try to define 4 C's which match 4P's of marketing i.e Product - Customer Solution Price - Customer Cost Placement - Convenience Promotion - Communication Information for Marketing Mix Analysis The ideal sources of information gathering are the market & Academic sources. For market sources information easily available from the website of the company & for academic sources to get the specific details academic journals and secondary data in the form of case studies are very helpful. It is the primary step towards the effective strategy. The 4 Ps of marketing including the product itself, pricing, placement and promotion are the four wheels of the vehicle on which the path of an organization's marketing'success is actually dependent. Findings After giving through consideration to the entire analysis of Taylersons Malmesbury Syrups brand. As a result of that I have come up with following finding. It is clear that opportunities are countless for the Taylersons Malmesbury Syrups brand. This brand has its clear recognition & follows all the management perspective in a very shorter period of time. Now the time has to come when Taylersons Malmesbury Syrups brand has become the number one brand in all the existing brand in its target market. Recommendations In the light of analysis and their finding following recommendations can be appropriate for optimum utilization of their resources for the marketing of their product. Firstly there is a need of reviewing and enhance the theme of its marketing strategies. Secondly, should join hands to other existing top notch company & open the policy of free trade. Thirdly, cost of goods & services should be controlled in order to enhance the facility to cover up local/domestic customer as well as the trade to all other countries. Also suggest a new marketing plan as a consultancy management point of view. NEW MARKETING PLAN Marketing plan of Taylersons Malmesbury Syrupsenvisioned on the basis of state-of-the-art facilities like: Attractive furnishing High scale services Comfort enjoying environment The marketing strategy on key elements of marketing mix Placement Pricing Promotion Product''itself A mix of pull & push strategies of Taylersons Malmesbury Syrupswill be incorporated. Pulling Strategies includes pulling the customers through advertising / personnel selling. Pushing strategies includes the in-house marketing team. A top notch marketing team of Taylersons Malmesbury Syrupswill be setup to effectively market the company. Following are the few of the many strategies to market the product offering i.e. corporate selling/ bulk selling to the large groups public as well as private & direct contact with the existing customer base. Organizational Restructuring Functions Following are the core functions of it: Develop long range competitive strategy for success of the Taylersons Malmesbury Syrups . All tactical moves that form part of the strategy are formulated for execution by relevant personnel of the company. Prepare in coordination with sales personnel sales forecasts and dovetail the same into marketing plans and budgets. Sales forecasts serve as the basic denominator of all budgetary figures, which are divided and sub-divided into small pieces to be achieved by different personnel in different departments. Work with advertising and other related agencies (promotional and research) to develop advertising copy, communication strategies, and plans for execution of advertising and promotional campaigns. Stimulate support of the Taylersons Malmesbury Syrups among the sales force and trade members (distributors, wholesalers, and retailers) through communicating lucidly all the rationale for Taylersons Malmesbury Syrups plan. Gather intelligence on the Taylersons Malmesbury Syrups 's performance to see how the Taylersons Malmesbury Syrups stacks up against competition, customer and trade attitudes develop and change, and new problems and opportunities arise. Identification of problems, their solutions and further improvements are part of the function that keeps Taylersons Malmesbury Syrups managers busy for most of the time. Meet changing market needs through improving and initiating new products/Taylersons Malmesbury Syrups s. This function is an extension of the preceding one and, as mentioned, cannot be performed convincingly unless problems are identified and changing needs pinpointed. Customer "VALUE ANALYSIS" Taylersons Malmesbury Syrups brand Customer value Analysis Version #: 001-05-2008 Customer's Name: Date: * Please fill this form in order to evaluate Taylersons Malmesbury Syrups Brand Yes No If NO then Explain Quality (Design/Conformance) ' ' ' Taylersons Malmesbury Syrups Brand is a Total Quality Management oriented organization '' ' ' Taylersons Malmesbury Syrups brand is assuring quality without third party inspection '' ' ' Taylersons Malmesbury Syrups Brand is able to meet it's customers' requirements '' ' ' Time Taylersons Malmesbury Syrups Brand has the minimum Delivery Lead Time '' ' ' Taylersons Malmesbury Syrups brand feedback/follow-up is immediate and timely '' ' ' Taylersons Malmesbury Syrups brand has the best On-time delivery percentage '' ' ' Price ' ' ' Taylersons Malmesbury Syrups Brand is price efficient '' ' ' Taylersons Malmesbury Syrups Brand is a Low-cost leader '' ' ' Taylersons Malmesbury Syrups Brand is price compatible '' ' ' Cost ' ' ' Taylersons Malmesbury Syrups brand development sampling costs are lowest '' ' ' Taylersons Malmesbury Syrups brand production sampling costs are lowest '' ' ' Taylersons Malmesbury Syrups Brand reduces costs by eliminating the non-value added processes '' ' ' Communications ' ' ' People at Taylersons Malmesbury Syrups Brand have professional communication & emphatic skills '' ' ' Taylersons Malmesbury Syrups brand communication network is of international standard '' ' ' People at Taylersons Malmesbury Syrups Brand give proper and timely feedback on customer queries '' ' ' Efficiency ' ' ' Taylersons Malmesbury Syrups Brand is an efficient organization '' ' ' Taylersons Malmesbury Syrups Brand knows how to manage things '' ' ' Taylersons Malmesbury Syrups brand internal processes are standardized and highly professional '' ' ' Effectiveness ' ' ' Taylersons Malmesbury Syrups Brand is an effective organization '' ' ' Taylersons Malmesbury Syrups Brand is committed to eliminate all non-value added processes '' ' ' Taylersons Malmesbury Syrups Brand is adding value to its customers through effective procedures '' ' ' Product Development (Customization/Innovation) ' ' ' Taylersons Malmesbury Syrups Brand is helping its customers in Product Development '' ' ' Taylersons Malmesbury Syrups Brand is a highly Flexible & Adaptable organization '' ' ' Taylersons Malmesbury Syrups Brand is delighting its customers through height of customization '' ' ' Outlook ' ' ' Taylersons Malmesbury Syrups Brand is a presentable organization '' ' ' Taylersons Malmesbury Syrups Brand is a SMART organization '' ' ' Taylersons Malmesbury Syrups Brand is a learning organization '' ' ' * Additional Remarks/Suggestions are highly appreciated. Please use the space below for your Valuable feedback. Customer Value Analysis * Please rate the following attributes on a scale of 1 to 5 for Taylersons Malmesbury Syrups Brand & its Competitors listed below. * Rating: 1 = Excellent, 2 = Very Good, 3 = Good, 4 = Average, 5 = Poor Taylersons Malmesbury Syrups Brand ' ATTRIBUTES Rating (1-5) ' ' I II III IV V 1 Quality ' '' ' ' ' 2 Time ' '' ' ' ' 3 Cost '' ' ' ' ' 4 Price '' ' ' ' ' 5 Communications ' ' ' ' ' 6 Efficiency ' '' ' ' ' 7 Effectiveness '' ' ' ' ' 8 Customization/Innovation '' ' ' ' ' 9 Outlook '' ' ' ' ' Taylersons Malmesbury Syrups brand Competitors Competitor # 1 Name: Country of Origin: ' ATTRIBUTES Rating (1-5) ' ' I II III IV V 1 Quality ' '' ' ' ' 2 Time ' '' ' ' ' 3 Cost '' ' ' ' ' 4 Price '' ' ' ' ' 5 Communications ' '' ' ' ' 6 Efficiency ' '' ' ' ' 7 Effectiveness ' '' ' ' ' 8 Customization/Innovation '' ' ' ' ' 9 Outlook '' ' ' ' ' Competitor # 2 Name: Country of Origin: ' ATTRIBUTES Rating (1-5) ' ' I II III IV V 1 Quality ' '' ' ' ' 2 Time ' '' ' ' ' 3 Cost ' '' ' ' ' 4 Price ' '' ' ' ' 5 Communications ' ' '' ' ' 6 Efficiency ' ' '' ' ' 7 Effectiveness ' '' ' ' ' 8 Customization/Innovation '' ' ' ' ' 9 Outlook ' '' ' ' ' Bibliography 1. Jean-Noel Kapferer: Strategic Brand Management - Creating and Sustaining Brand Equity Long Term, Kogan Page (15-18) 1. Jean-Noel Kapferer: Strategic Brand Management - Creating and Sustaining Brand Equity Long Term, Kogan Page (20-28) Geoffrey Randall: "Branding - A Practical Guide to Planning your Strategy"; Kogan Page (6) Jean-Noel Kapferer: "Strategic Management"; Kogan Page (90-119) Geoffrey Randall: "Branding - A Practical Guide to Planning your Strategy"; Kogan Page (2) Geoffrey Randall: "Branding - A Practical Guide to Planning your Strategy"; Kogan Page (chapters 1 and 2) Jean-Noel Kapferer: "Strategic Management"; Kogan Page (chapter 1) Geoffrey Randall: "Branding - A Practical Guide to Planning your Strategy"; Kogan Page (15-17). Roger J. Best: "Market-Based Management - Strategies for Growing Customer Value and Profitability"; PHI (220-223) Scot M. Davis: "Brand Asset Management - Driving Profitable Growth through Your Brands"; Jossey-Bass, A Wiley Imprint (54) Scot M. Davis: "Brand Asset Management - Driving Profitable Growth through Your Brands"; Jossey-Bass, A Wiley Imprint (56) Bateman, T., & Snell, S. (2007). Management: Leading & Collaborating in a Competitive World. The McGraw-Hill Companies, Inc Rigby, Darrell K.; Frederick F. Reichheld, Phil Schefter (2002). "Avoid the four perils of CRM". Harvard Business Review 80 (2): 101-109. doi:10.1225/8946.' George J. Kress, and John Snyder, Forecasting & Market Analysis Techniques. A practical approach (Westport, CT. Quorum Books, 1994). Kotler, P & Armstrong, G (2004), 'Principles of Marketing', Tenth Edition, New Jersey: Pearson Education Inc Marketing Analysis: An Applied Orientation 2006 (5th Edition) by Naresh Malhotra Read More