Marketing Essays

The structure of the business network in the international commercial area has led to the necessity of specific marketing strategies that could offer a competitive advantage in a particular international business towards its competitors. The methods for the design and the application of such a strategy tend to differ.

Analyzing the market situation is very essential to build an effective communication strategy, thus this would occupy most of the space and will be referred frequently in the later parts of the report. After the analysis part, the second step would be the development of the objectives for marketing communication. 

In fact, tourism planning, as a concept, is characterized by a range of meanings, applications, and uses. It encompasses many activities; it addresses physical, social, economic, business, and environmental concerns, and in so doing involves different groups, agencies, and institutions with their own particular agendas.

Along with the process, it is possible for the company to increase its sales and eventually gain a good market value. Marketing managers should always be reminded that it takes a good combination of the external CSR initiatives and a well functioning internal corporate abilities to make the CSR work its miracle for the company. 

Globalization has caused a lot of local and international businesses to face tight competition over the domestic and global markets. In line with this matter, businessmen have realized the importance of the role of marketing in enabling a company to grab a bigger share of the market and retain its current customers. 

For any projection, there must be milestones for the amount and period involved. These should be practical and achievable and these are to be monitored and measured on a regular basis to located snags and problems. These should then be either removed quickly or to be revised if they have been miscalculated in the beginning.

Cultural analysis is a very important variable to consider before embarking on any type of international business venture. Companies have to study and understand the different cultural variables that could affect the entrance into a particular market in order to establish a sound marketing and implementation strategy in the target market.

The price elasticity of demand for the house depends on the availability of substitute like a supply of rented houses. Grant and Vidler emphasize that the following factors will have the strongest effect on the elasticity of demand for a product. The existence or otherwise of substitutes. The proportion of disposable income spent on the product. 

In the case of Forester Hotel, the requirement is of high quantity and low variety in terms of service. The choice of products or services that are offered at the hotel is limited and rigid though the hotel has undertaken segmentation of its market in terms of needs of different people – from middle-aged couples seeking some private time.

The aim of this is to enhance the quality of services, relationships between the customer and the provider besides their experiences. To comprehend and internalize two sides of a demand service requires windows displays as a major contributor to service design appearing in various perspectives. One side of the perspective has the needs of clients and users, the other side is the supply side that entails a process.

Coca-Cola and Pepsi  have battled domestically and globally for market share and sales, with a tremendous amount at stake. Both of them seem to be regularly updating the information about their rival as there seem to be no secrets in the beverage category, with Coca-Cola and Pepsi typically releasing new products in unison.

Knowledge – We perceive our competitors as followers who maintain weak perceptions of producing innovative televisions. Competition adds a rather minute feature to existing designs and labels its breakthrough technology. Supernova truly understands our customers and we know our products. We believe the true nature of innovation is radical technological redesign.

Marketers should take into account that all parts of the marketing plan should be in accordance with the rules and the ethics that govern the global commercial market - also with the local ethics and culture. This fact involves also in the case of marketing strategies developed for foreign firms operating in the Chinese market.

It is significant to apprise ourselves of the fact that marketing communication practitioners need to play their due role in the related scheme of things and more so where the patterns of consumer lifestyles so that consumers’ perception and influence builds the equity of not only the brand but the organization that it is working under.

These tactics may make sense from a purely commercial standpoint but ethically and morally, the tobacco industry demonstrates the dark side of marketing, the willingness of brands to do whatever it takes to sell the product, including researching the inner psychological needs of its target audience as a means of manipulating them.

Cross-cultural marketing research has recently gained great importance in the business world. As companies largely go global and seek better opportunities from around the world and as a result meet a number of challenges, conducting effective marketing research has become a key component of marketing management.  

Promoting wine coolers in Argentina should incorporate Hispanic cultural appeal since Argentines speak Spanish, a language that is full of customs. Socially Argentina traverses and hosts a wide variety of social clubs where the youths are the majority followed by agriculturists. Promoting this product should bear in mind that the presence of internet availability is not to everyone and this happens to be a barrier towards internet promotion.

Investing in technology in functions such as the service kiosks touch screens for self-service and mechanized preparation of food across its various stores will greatly reduce production cost; give the customers a memorable experience through speed and convenience of service and accuracy of ordering.

A major problem in the marketing-communications strategy is deciding how much to spend on advertising. Optimal decisions are impossible, by considering the situation logically and noting relationships among advertising and personal-selling components, improved allocation of resources can be achieved. Then realistic advertising appropriations can be established.

The limitations of this research are scarcity of resources such as time, cost, and researchers. Ideally, if there was an abundance of time and cost, and individuals working on this project, focus groups or group discussions could have been called on that would have given a tremendous insight on this topic, since it is very interesting in itself. 

An assessment of the local culture is essential which means that the companies need to adapt to the local situation. As in the case of jeans, Levi’s cannot expect to standardize its product mix. Even the promotional mix would have to change according to the country and the culture in which they intend to market their products.

In Gray and Andersen (2008), branded entertainment and including the advertisements in the mainstream media are the issues that have been raised. This paper gives an analysis of the modalities that could be used to improve the use of advertisements and marketing communication in general.

The company could stop the expansion of its retail segment to maintain a healthy relationship with its third-party distributor and avoid a lawsuit. This strategy would also reduce the risks and costs tied to the store's investment. Apple could use its high cash to implement a product development strategy within the market segment they are currently serving.

The appropriate training, motivation, and empowerment are essential too. The employees undergo stress and emotional turmoil to handle which they need the support of the company. This too is another challenge faced by the companies in addition to anticipating, assessing, and fulfilling the needs and demands of the customers.

The upcoming years will pose a serious challenge for WFM and it would definitely witness a slowdown trend in the growth of its profits. However, it is undeniable that WFM has the potential to overcome all these hurdles and challenges and keep on the trend of its growth. Nevertheless, for that, they would have to decide carefully on their strategies

According to Hazan & Banfi (2013), the growth of technology and its adoption accelerated the expansion of internet-capable devices such as tablets and smartphones and this led to the acknowledgment of the internet as a key tool of communication, a marketplace, a workplace, learning center, and more.

The decline in individual brands could be due to several reasons – lack of innovation and change in product, government regulations, price rise caused due to taxes, change in social attitudes and culture, or faulty promotional strategies. The market for RTD in the UK is expanding in which women are expected to be the highest consumers.

Constant style updates and versatility called in attractive strategies made by Gap in its retails lines that resulted in operating profits. Recognizing the need for further versatility, Gap further ventured with Inter-Parfums Inc., an exclusive manufacture of personal care products as part of its lines while Gap handles the in-store operations, marketing, and selling lines.

The main buyers of bottled water are supermarkets and convenience stores, which account for 56% and 34% of bottled water sold in 2003 respectively. The bargaining power of buyers is good in supermarkets like Coles and Woolworth and demand better prices but convenience stores, being small in size, lack bargaining power.

Modernity was found to be different in different regions which gave rise to the concept of multiple modernities. It has also been often confused with globalization and Westernization but the interpretation of modernity itself differs from nation to nation. Modernity started with Japan in Asia and gradually spread at different times in different nations.

Advertisements in nontraditional media can also be utilized such as SMS services, as well as online advertisements. In the company’s website, mini hockey video games could be featured, where players can choose to wear the products and see and experience the benefits of the products during the simulation game itself.

The competition is also at a rise due to which the competitive firms are focussed on developing competitive strategies, such as differentiation strategies, diversification strategies among others. It is in this context that the organizations are also considering the aspect of Total Quality Management.

This applies to all aspects of life, but more so with launching new products. To alleviate that risk of wasting money and time, economists have developed a construct called a feasibility study.

This report studies green marketing/environmental marketing and the background of this phenomenon, how it gained popularity, what are its advantages and disadvantages and its success. It looks into what green marketing is based on studies, statistics and various theories on environmentally friendly products. The role of the marketing environment and its effect are discussed. Examples are given for support.

The paper "Global Production Network of Smartphone" is a good example of marketing coursework. Globalization refers to the rise in the environmental scale of administrative, communal, and commercial connections. It led to the occurrence of Global Production Networks (GPN) due to the admittance to international markets by corporations.

The paper "IKEA Strategic Marketing Issue: Integrating Culture in Marketing and Channel Conflict" is a great example of a marketing case study. Strategic marketing has been a fundamental managerial practice, which has not only been a source of competitive advantage, but also a key to the long term existence of a company.

The paper "Marketing Communication of Competing Brands - A2 Milk Company " is an outstanding example of a marketing case study. To increase brand sales and market share, A2 milk launched a campaign to drive these objectives. The milk is aimed to meet consumer-specific demands. Through the campaign, the company planned to sell category need, increase the level of brand awareness.

The paper "Hertz Company Marketing Communications" is a perfect example of a marketing case study. Over the past few years, the car rental business has significantly improved due to the increased international travel in Australia. Corporate travel activity within Australia has positively contributed to the expansion of company budgets on travel.

Changing demographics where more and more people consider marriage at later stages of life or remain single, expand the brand's target audience, which is unmarried males between 18 – 35 years. The appeal of the rugged carefree image of the brand will tally well with unattached males with free, outdoor bound lifestyles.

Characteristics of perfect competition, oligopoly, and monopoly in economics theory help us to understand business dynamics and markets. Businesses have ‘markets’ at the core of their operations. All firms work out their survival strategies from time to time and continue to fine-tune it with the changing market conditions. 

The Internet is the source of this close, fast, and direct communication between different nations. Within the last 20 odd years, the web has gained extreme popularity. Whatever is required is available on the web. Now people can have focus databases from the entire world within seconds and can easily manipulate their PEST analysis accordingly. 

The airline sector is vital in promoting globalization and internationalisation endeavours of businesses, organisations and industries across the world (thus the need for various airlines to remain at the forefront of the competition from rivals by having the most superior strategies for marketing the respective airlines). This report delves on an international airline, Emirates Airlines, and its marketing strategy.

The paper 'The Marketing of the Made In China Product in the World is a great example of a Marketing Case Study. The label, “Made in China,” is a label affixed in many of the Chinese products. It is a label for products made in China and transported for marketing outside the country. The label was initially represented as “Made in PRC.” 

The paper "Ethical Consumerism: Challenges and Opportunities in Global Markets" is a good example of marketing coursework. Ethical consumerism refers to the act of buying products are founded on the foundations of ethics in production and distribution. It refers to the act of doing what is right indirectly.

Globalization and technological advancements are two major factors that have encouraged international trade activities and it has also expanded the scope of trade and business. The leading world economies gradually understood the importance of international trade for bringing growth and development.

In Britain, the opposition of advertisements to the law has been related to their negative effects on health; in this context, advertisements that promote tobacco or unhealthy eating habits have been set under investigation. The process through which the content of advertisements in Britain is checked is clearly described in the relevant laws.

Greenwashing is used as marketing tools for getting benefit from the green business. Today’s world has created a green image a necessity for businesses to grow, not only from environmental issues but also from competitive advantage’s point of view. Most of the businesses are adopting green image to be environment friendly.

American luxury retailer Neiman Marcus has efficiently adopted internet marketing into their business. The products can be seen all the time through the company website. Internet users can notice and avail their favorite products online. The company has efficiently uploaded its fashionable clothes on their website.

The entity’s new division’s research and development activities will increase the customers’ demand for the company’s products and services. Serving the new customers’ information technology needs in the environmental protection arena will persuade the prospective customer to patronize the company’s products and services. 

The paper "Main Entry Methods that Firms Use to Gain Access to Foreign Markets" is a good example of marketing coursework. Internalisation process theory is the predominant explanation given about how firms enter foreign markets. The theory proposes that firms enter foreign markets incrementally, starting with exports and progressing ultimately to foreign-based production (Chen, Cannice & Daniels 2015, p. 134).