Nobody downloaded yet

Marketing Term - Research Paper Example

Comments (0) Cite this document
Summary
Clients Name Name of Professor Name of Class Date Curves International Fitness for Women: A Marketing Case Study Introduction Curves International Fitness for Women is a company that has broken records, crossed seemingly impregnable boundaries, and created a worldwide business that supports the needs of an underdeveloped demographic…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.3% of users find it useful
Marketing Term Paper
Read TextPreview

Extract of sample
"Marketing Term"

Download file to see previous pages Through engaging the consumer in a dialogue that promotes community and goodwill, there was no advertising campaigns until 2004, the company depending on word of mouth to promote its interests and gain a following. That following measures more than 4 million members, worldwide (Bloomberg). The marketing that has been engaged since 2004 has seen some turmoil with the perceived competitor, Weight Watchers, being directly confronted in a campaign, but the adversary fought back with a court injunction which ended that campaign. However, it might be concluded that Curves gained better publicity as being put in a position as a threat to Weight Watchers, so much so that they were directly confronted through legal action to shut down their advertising. This is a wise strategy, however, the company may soon face the same problems that Weight Watchers faces, which is as their targeted demographic ages out and the rising younger set sees them as a dinosaur of their mother’s age, combating a dated image will create an issue. Weight Watchers has confronted their problems through advertising that mimics the Jenny Craig advertising, using celebrities to promote their success through publicly visible weight loss on their programs. However, where Jenny Craig has used a middle aged set of celebrities, Weight Watchers used Jennifer Hudson to kick off their campaign, a decidedly younger star. This leaves curves facing the same problems as Weight Watchers in that through promoting a socialized setting, the age group becomes relevant to the attraction to the program. The following assessment will discuss the current and past methods of marketing that have been introduced for Curves. The background of the company will be given an overview in order to provide context in understanding the nature of the current standing of the company. An analysis of the marketing strategies and their results will be assessed for the successes and failures that have been experienced. A SWOT analysis will then be conducted in order to provide an overview of the nature of the company in regard to how it will impact a marketing plan. The SWOT analysis will be addressed for the ways in which it can be utilized to address the future of the company. Finally, a summary of the marketing direction of Curves will be made with recommendations for addressing weaknesses and threats through exploiting the strengths and opportunities that are present. Background Curves International Fitness for Women has franchises in the United States, Canada, Mexico, Europe, Australia and Asia. The company has well over 6000 stores, with the rate of their expansion earning them a title in the Guinness Book of World Records (Heavin and Colman 2). The first store was opened in Harlingen, Texas, with the first franchise opening Paris, Texas in 1995 with all stores now being a franchised venue (Curves International Fitness for Women). The company was opened in 1992, and by 2003 had expanded to the 6000 store mark, placing them in the record book. Hoovers lists more than 10,000 company stores are in existence to date. Gary and Diane Heavin opened the stores with a specific demographic in mind. Gary Heavin had ten years of experience in the fitness industry before designing this model with a specific target demographic (Funding Universe). The intention was to address the needs of women through nutrition and efficient exercise that kept the sessions short, thus providing an easy ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Term Paper Research Example | Topics and Well Written Essays - 3750 words”, n.d.)
Retrieved from https://studentshare.org/family-consumer-science/1421336-marketing-term-paper
(Marketing Term Paper Research Example | Topics and Well Written Essays - 3750 Words)
https://studentshare.org/family-consumer-science/1421336-marketing-term-paper.
“Marketing Term Paper Research Example | Topics and Well Written Essays - 3750 Words”, n.d. https://studentshare.org/family-consumer-science/1421336-marketing-term-paper.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Marketing
...? Marketing Question Technology has greatly impacted the way companies and organizations approach strategic marketing today; give an example of how companies (or you), can effectively use technology in marketing efforts for each of the “4 P’s” areas: product, Price, Promotion and Place Marketing can be referred as an effective set of practice of an organization in terms of generating value to the customers along with ensuring proper communication and delivery of the products and/or services in order to manage a feasible relationship with the clients in ways that offer profit assistance for both the organization and its stakeholders. With regard to the present...
10 Pages(2500 words)Term Paper
Marketing
...will continue being present in the market, the newer option is 130- and 150-calorie portions. The decision to increase the number of calories in a portion is, according to the author, based on a number of studies that reported that a 100-calorie pack was usually not enough for one snack. At the same time, it is worth noting that the brand has 85 percent brand recognition. Since it is a great competitive advantage of the brand, the owner company is using it again to raise sales of newly developed products. Furthermore, good brand awareness will be of a great help to SnackWell in the process of product repositioning. The decision to go with the relatively old but well-established brand will help to company to reach its...
2 Pages(500 words)Term Paper
Marketing
...in the retail industry. In 2003 Lawrence Stroll and Silas Chou bought a controlling interest of 85% in Kors brand for $100 million. These two entrepreneurs invested in Tommy Hilfiger in 1989 and three years later they turn his company into a publicly traded corporation. The process to turn a company from a private business into a public firm that can sell its stock in the open market is known as an initial public offering (IPO) (Investopedia, 2011). Kors has implemented a lot of smart marketing strategies that have allowed his brand to differentiate from other designers. The firm recently introduced a new collection of clothes that has the same prestige of the Kors line, but at a lower price point....
2 Pages(500 words)Term Paper
Marketing
...Task “Marketing” Executive summary Fiji Water Company is one of the key manufacturers of bottled water. It has created a considerable market niche. There are current numerous Strategy issues that bottled water company Fiji water is experiencing. The economic recession has facilitated a significant shift in the consumer buying trends. This has triggered and affected the finical stability of bottled water category. It is imperative to note that, environmental issues immensely affect Fiji Water Company. Some of these issues include, waste and pollution. This survey indicates that, Fiji’s competitors in this filed, face similar environmental issues (Gary and Philip, 123). The study reveals the change of...
8 Pages(2000 words)Term Paper
MARKETING
...?Marketing Table of Contents II. Current Marketing Situation 3 Market 3 Product Review 4 Competitive Review 5 Channels and Logistics 5 V.Marketing Strategy 6 Positioning 6 Product Strategy 6 Pricing Strategy 7 Distribution Strategy 8 Marketing Communication Strategy 8 Marketing Research 9 Marketing Organization 9 10 References 11 Bibliography 13 II. Current Marketing Situation Electric bicycle which is also acknowledged as e-bike is a kind of bicycle that comprises an electronic motor in order to power the vehicle. Electric bicycles are provided with rechargeable batteries for running on roads and are able to travel...
6 Pages(1500 words)Term Paper
Marketing
...service levels to revenue expectations alongside satisfying the needs of the customers. The underlying rationale behind this management process is to bring down the rate of customer complaints thereby addressing their issues at the earliest and henceforth rewarding customer loyalty and maintain a high customer retention rate. In order to carry the process effectively special computer programs have also been designed. Driven by customer economics, companies have been implanting the CRM process for a long time. The CRM initiatives are directed towards formulating effective CRM strategies in order to support the overall business strategy as well as the sales and marketing department. A better coordination and synergy...
8 Pages(2000 words)Term Paper
Marketing
...Soul Mate’s marketing plans with respect to the competition Competitors, and the strengths and weaknesses of each: Soul Mate is a brand which is selling innovative toys and which maintaining the high quality parameters. The retailing structure of the company makes many competitors in the United States. The main competitor is the Wild Planet, The amazing toy manufacturing company in the United States. The Wild Planet was launched in 1993. The wild planet produces high quality toys for children and most of the products are non toxic and non violent in nature. Wild Planet’s toys are gender specific and encourage the boys and girls to explore their world (Ryan et al; 2000, p 54) The strength: The main strength of the Wild planet... is the...
26 Pages(6500 words)Term Paper
Marketing
...Marketing Plan Company profile Two business associates Steve Jobs and Steve Wozniak.The Company entered into the computing business that was remained unexploited formed Apple Corporation in April 1976. They were involved in innovating new software and hardware, but the company was struggling. In 2001, the company had a breakthrough after it come up with the iPod that was a unique music player. The company ‘fortune has continued to grow over the years. The growth is a result of efficient marketing strategies being employed by the company employee (El-Hadidy., et al., 2014). Below is a description of the financial information, refer to excel file attached The financial statements of Apple indicate that...
2 Pages(500 words)Term Paper
Marketing
...MARKETING Black Friday history features Santa Claus which was held on Thanksgiving. Thanksgiving first signaledthe commencement of the holiday season (MONEY CRASHERS). To begin advertising holiday sales, some department stores such as the then Macy’s and others sponsored the holiday throughout 20th century (BACK FRIDAY). This gave them publicity and popularity to potential consumers. Unconsciously, stores and departments assumed an unwritten rule that Christmas advertisement will only begin after the Thanksgiving parade (which was being held on Thursday). All retailers stuck to the rule (MONEY CRASHERS).. After Abraham Lincoln making Thanksgiving an official national holiday, 70 years later, Franklin D. Roosevelt...
2 Pages(500 words)Term Paper
Marketing
... While carrying out statistical techniques, various methods can be used depending with the amount of data that needto be evaluated. Some of the statistical techniques that have been used here includes; regression and correlation (Tucker 550). Explain these techniques/ methods in the research context described in the paper. Regression Regression technique analysis tolerates the evaluation of the statistical importance and the use of additional control. However, in combined regression, the suggestion is that there is no statistical significance difference in the size of the estimated points (Variables). Regression on the other hand cares for the most important position of the non-profit enthusiasts (Tucker 551). Regression... While carrying out ...
2 Pages(500 words)Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Research Paper on topic Marketing Term Paper for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us