Business Goals Through Effective Community Management

Business Goals Through Effective Community Management
The company agrees to the fact that it is important for the company to cater for business goals through effective community management (Da Silveira,
2013) .The positioning of Sainsbury is comparatively plain and it helps the users to quickly scroll through the main menu. The scale of Sainsbury in
the realm of operating in retail business is compact; hence this is reflected in the website layout as well. However, position of Sainsbury is not cost
effective, since it doesn't offer interesting discounts.
It has been seen that both the companies try to foster loyalty programs that helps to widen brand loyalty and builds brand equity by leaps and bounds.
The loyalty card feature of Sainsbury takes into account the intangible profitable feature that is invested in corporate social responsibility, rather than
monetarily and extrinsically benefitting customers directly. The layout in the website is user friendly and is easy to interpret. Hence, this is how value
creation and proposition is identified (Balmer, 2012). Sainsbury involves itself in customer's lives rather than conventionally providing services. In this
case, the provider's sphere is the extra Sainsbury funds invested for customer's sphere (independent value– quality and price wise). Hence, a joint
spherical value realm is created as Sainsbury's through loyalty charity programs created as Sainsbury's through loyalty charity programs (Gronroos &
Voima, 2012).
Analysis of Positioning
Wal–Mart has been focusing
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Market Segmentation, Market Positioning, Target Market,...
Starting a company, maintaining the company, and growing the company can be done successfully with adequate research and analysis. Difficulties
arise when there has not been enough examination of the market segmentation, market positioning, target market, and product augmentation. Each of
these analyses are ways to determine how, where, and when to start a company.
Opening a hotel is never an easy task, but choosing the right city and creating a marketing plan around the target market is a sure way to have a
successful hotel. Denton, Texas is a growing town just outside of Dallas. The University of North Texas and Texas Woman's University lie at the center
with over 50,000 students flooding the town each year. The population was reaching almost 130,000 in 2014, making almost two thirds of the
population college–aged students. The median age in Denton is twenty–eight, which is six years younger than the median age in Texas (United States
Census Bureau). A fun way to get visitors engaged in the Denton lifestyle would be to create an app for the hotel that has information collected by the
locals about the town and the interesting things to do during their visit. There would also be a part of the app that allows the customer to create their
own portfolio which would be used by the hotel to help them create life–long customers. The best restaurants, shopping, and entertainment could all be
within the app and visitors could post their own photos from the trip to earn points

Branding Is A Powerful Tool For Positioning Your Product...
Branding is a powerful tool in positioning your product. Branding is valuable when customers are determining a product to buy. Customers select
products from the package design and the style of the writing presented on the product. The brand positioning that Target will be focusing on is Quality
Positioning. Quality positioning can be used with any other brand marketing strategy. Consumers would want to know that our products and services
are durable, reliable, and if they are worth the cost. We want to provide our consumers with the best quality products so they will keep coming back to
buy from Target.
In today's society product, distribution, pricing and promotion must consider online and offline buyers. Product promotions are viable for a business to
succeed in the marketplace. Managers must be willing to adapt and change to cultural needs and changing media environments. As a new company in
Cuba, Target should change their promotion strategy frequently to keep and gain new customers. Promotion strategies such as advertising,sales
promotion, and personal selling activities are necessary to a marketing strategy. Sales promotion will be effective in a low–income economy. Target
would adapt a Buy–One–Get–One–Free promotion where a customer buy a product and get one free. Another, sales promotion would be a free–gift
promotion which means with every product a customer buys they can gain points for a free gift.
Target's products can vary from food, clothes, electronics,

Michael Porter
I. Operational Effectiveness Is Not Strategy
According to Porter, various management tools like total quality management, benchmarking, time–based competition, outsourcing, partnering,
reengineering, that are used today, do enhance and dramatically improve the operational effectiveness of a company but fail to provide the company
with sustainable profitability. Thus, the root cause of the problem seems to be failure of management to distinguish between operational effectiveness
and strategy: Management tools have taken the place of strategy.
п‚§пЂ Operational Effectiveness: Necessary but Not Sufficient
Although both operational effectiveness and strategy are necessary for the superior performance of an organization, they operate in ... Show more
content on Helpwriting.net ...
It is economically feasibly only when a company can best produce particular products or services using distinctive sets of activities.
2. Needs–based positioning: Serves most or all the needs of a particular group of customers. It is based on targeting a segment of customers. It arises
when there are a group of customers with differing needs, and when a tailored set of activities can serve those needs best.
3. Access–based positioning: Segmenting customers who are accessible in different ways. Although their needs are similar to those of other customers,
the best configuration of activities to reach them is different. Access can be a function of customer geography or customer scale or of anything that
requires a different set of activities to reach customers in the best way.
Whatever the basis–variety, needs, access, or some combination of the three–positioning requires a tailored set of activities because it is always a
function of differences in activities (or differences on the supply side). Positioning, moreover, is not always a function of difference on the demand (or
customer) side. For instance, variety and access positionings do not rely on any customer differences.
III. A Sustainable Strategic Position Requires Trade–offs
According to Porter, a sustainable advantage cannot be guaranteed by simply choosing a unique position, as competitors will imitate a valuable
position in one of the two

Analyst Essay
L'Oreal of Paris: Bringing "Class to mass" with Plenitude
Ana Paula Terzi–Palombo
1) Describe Plenitude's position in the US market in the early 1996. Why has it apparently been less successful in the US than in France when the
French "success" formula was used in the US?
Because L'Oreal had a commitment with the trade that they would keep investing and supporting its brands financially and considering that P&G had
a very strong market position in the "masstige" skin care category, long term ROI and profit were forecasted for the following years. It was planned
that L'Oreal would gain share and well establish its brand Plenitude.
Despite careful planning, L'Oreal failed to meet profit targets 8 years after the US ... Show more content on Helpwriting.net ...
The marketer must conduct a survey with a large sampling of subjects from the target culture, asking pertinent questions involving preferences, social
norms, values and lifestyle customs, to determine cultural traits. Had L'Oreal done their research prior to introducing Plenitude in the US, they could
have had a better assessment of the marketplace and therefore avoid some mistakes they made when Plenitude was introduced in the US.
2) Based on your understanding of the situation and the market research data, what is L'Oreal's problem?
Overall, L'Oreal failed to realize and correct certain aspects of its line that were not in line with consumers tastes in the US. Some of the main points
are stated below:
В•Main competitors (Oil of Olay, Pond's and, Nivea) were situated in
the HBA aisles of the stores while Plenitude products were merchandised in point of sales in the cosmetics' aisles next to L'Oreal cosmetics where the
consumer is looking for cosmetics not skin care. The skin care consumer is in the HBA aisles!
В•Too many product types were launched at the same time with little
differentiation and too much technology for the consumer to understand and digest.
В•Cleansers were launched as a complement to the Plenitude line as a

Zara Essay
PART A
All operation processes have one thing in common , they all take their 'inputs' like raw materials , knowledge , capital , equipment and time and
transform them into outputs (goods and services ) . They do this in different ways and the main four are known as the Four Vs, volume, variety,
variation and visibility.
As for volume is the level rate of outputs from a process, variety the range of different products and services, variation the degree to which the rate or
customers experience, also called customer contact.
These four aspects should be carefully allocated with ensuring process excellence .it includes higher efficiency, Faster cycle time and higher overall
productivity, in essence. ... Show more content on Helpwriting.net ...
2–pricing in the marketing mix of zero the concept of Zara is to provide its products at a reasonable price to its customers.
3– The company started in 1963. Half century later, it has become own of the world's fastest growing manufacturer of affordable Spanish fashion
clothing. Currently there are around 2000 stores in 77 countries.
4– Promotions of marketing mix in Zara. it is unique marketing policy of " zero investment in marketing

The Product Of Product Positioning
Product positioning is a technique used in marketing with the intention of presenting products in the best possible light in order to differentiate the
audience that are being targeted.it is what usually comes to the mind when the target markets thinks about the product as compared to its competitors'
products. The Products have been positioned on the basis of their attributes, use, quality and the users. From the advertisement, positioning of the two
products are very clear in that in each advertisement, the product attributes and of the milk has been highlighted in such a way that it is compelling
since from the fact that from the first advertisement that the person gets refuelled, replenished and recharged after a long day work is very... Show more
content on Helpwriting.net ...
Marketers have made them different in order to be able to provide a broad picture of how milk is useful not in only one aspect of our lives but many
aspects. This will thus enable them to be able to target a wide variety of market with differing need since the consumers are able to understand how
milk can be able to meet their specific needs that they had and also to solve the specific problems they had. Furthermore, the two experiments are
different in that the first advertisement emphasises in the use of chocolate milk and its importance in the body where it will replenish and recharge a
person after a hard day work while the second advertisement focuses mainly on quality of the product for instance that it contains low fat which does
not result in high calories in the body. Market segmentation is the identification of the specific groups of people based on their common characteristics
like age, sex, occupation or even locality or geographic location. Market segmentation is important to marketers since it enables them to be able to
attract consumers by advertising in such a way that the advertisement touches on the needs of the consumers thus motivating them to use the product.
Using the five bases of segmentation, the ones that have been utilized by the advertisements include;

Clean Edge Razor Splitting Hairs in Product Positioning
Clean Edge Razor
Splitting Hairs in Product Positioning
1. What changes are occurring in the non–disposable razor category? Assess Paramount's competitive position. What are the strategic life–cycle
challenges for Paramount's current products as well as Clean Edge?
The non–disposable razor category has seen changes in the recent years. * Advertising expenditures increased significantly for newer and smaller
players to grab the market share whereas established players did not increase it significantly. * Male grooming product seemed to be a bright spot in
the industry with the advent of male–specific personal care products that outpaced the growth in women's beauty market * 5% growth per year from
2007 to 2010, ... Show more content on Helpwriting.net ...
Launching "Clean Edge" as a "niche" revolutionary technology product to be a market leader.
Advantages:
a)Increase in profits and market share.
b)Opportunity for higher profit margin with new "premium" product launched for niche segment
c)Existing products can be retained and used to target "Maintenance users"
d)Careful planning of Branding strategy could bring in maximum success
Disadvantages: a) Increased marketing budget costs to launch the new product and provide incentives to "Maintenance users"
3. Create a new strategy to market "Clean Edge" as a revolutionary technology product and gain market share in Super–Premium segment.
Advantages:
a)Increase in profits and market share.
b)Opportunity to be become technology leader by launching the product in super premium segment
c)Existing products can be retained and used to target "Maintenance users"
d)Brand/Image enhancement Disadvantages:
a)Increased marketing budget costs to launch the new product and provide incentives to "Maintenance users
Technology and Competition– Paramount's strategic challenges also included technology and new players. With new players entering the market with
huge advertisement expenditure, it was a threat to the market share of Paramount.

Paramount's

Spectrum Band Product Positioning Map
Develop a product positioning map for the Spectrum Band product. Assume the map will be used as a tool to help sales reps sell the product so make
the exercise easy to follow for the customer.
When being compared with to competitors who already sell similar products, the Spectrum Band has a significantly smaller market share, as it is a
newly developed product. However, given the different features offered in the product, it is expected that the market share will grow in the next few
years. Looking at the positioning map, it is shown that there are a lot of room for the Spectrum Band to grow and will not compete directly with the
other similar products, such as FitBit and Jawbone due to the additional features offered in the Spectrum Band.
Positioning Statement
Spectrum Band is a high tech wearable health monitoring device that, coupled with a user friendly app, gives physicians and individuals consistent
tracking of their everyday health in one convenient location.
ACTIVITY M2
Managing the Selling Effort and Distribution Channels
A. If TechMark hires a new sales force, what are key communications to ... Show more content on Helpwriting.net ...
This information will show the retailer how carrying Spectrum Band will increase their profitability. For consumers, a sales representative should know
how to create excitement about the product. Information about the integrative nature of TechMark products and the differentiation against competitors
is the key. Spectrum Band is the only fitness tracker that is able to sync wirelessly with another device to track your overall health, allowing you to
see a complete picture of your current health. With the use of the app, customers will be able to store and access information provided by both the
Spectrum Band and SpectraTrack in one convenient

North Face Argumentative Essay
Positioning, to marketers, means they drive their "better" product to a particular audience. This strategy is important to marketers because, they use
this technique to increase their sales by convincing their audience that their product is better than the competing brand. A product I buy that is
"positioned" to me is The North Face backpack. As a student, North Face are popular around campus. When someone sees a North Face backpack,
they assume you might have a little money. The backpack has many compartments and zippers. Inside the larger pocket, there is two padded slots,
one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded as well for comfortability. Depending on the style, there
are two bottle

Marketing Plan For Pomegranate Kitchens
4. Market–Product focus
4.1 Market and product objectives
Pomegranate kitchens currently consists of corporate consumers mostly and a sizeable general market that is gained from online campaigns and
WOM. This is a great niche; bit in order to expand the revenue and consumer base, the business should reach out to consumers outside of these
locations. This will be executed with their new targeted marketing tactic and launch of new innovative/unique product. Pomegranate Kitchen aims to be
sustainable in the next few years and with this positioning tactic, it seems very doable if Pomegranate Kitchens are targeting the markets with
appropriate plans.
4.2Target Market
Individual Lunch Delivery
The target market for individual lunch delivery ... Show more content on Helpwriting.net ...
Feels concerned about the refugee crisis, but feels powerless to help
These consumer needs will lead the business to change the regular lunch provider to Pomegranate Kitchen due to our Unique Value Proposition–
healthy, delicious food, delivered to the workplace, with a social conscience.
In office catering
The target market for in–office catering is corporate partners who want to increase the philanthropic works in their business. These businesses will
have a 'triple bottom line' or an imperative to incorporate some ethical aspects into their day–to–day business. Targeting Managers and above with this
prospect means, direct office Executive Assistants and Administrative workers to use Pomegranate Kitchens services.
The Business also wishes to target government agencies, of which there are many in Wellington, using the methods above. In particular, government
agencies who are involved with immigration and refugee resettlement will be targeted, such as the Department of Internal Affairs (including Office of
Ethnic Affairs); The Ministry of Business, Innovation and Employment (including Immigration New Zealand); and the Ministry for Foreign Affairs
and Trade.
Markets for future growth
One market for anticipated future growth is packaged ingredients or goods that are connected to our menus, such as spice rubs or condiments for
people to use at home. The target market for this is the customers of artisanal gourmet grocery establishments like Moore Wilson's. These

Compare Supply Positioning And Porter's Five Forces Analysis
Supply Positioning and Porter's Five Forces Analysis
Once after classify the product or materials identified by Supplier Positioning and Porter's Five Forces analysis. We could simply identify each item in
the purchasing portfolio matrix below. This is related to the Portfolio analysis of power balanced described in Figure 6. In addition, using the matrix
helps develop appropriately tailored bidding and negotiation processes. Figure 12 Supply Market Strength
The three purchasing strategies are summarized as below.
Exploit – Make the most of your high buying power to secure good prices and long–term contracts from a number of suppliers, so that you can reduce
the supply risk involved in these important items. You may also be able to make "spot purchases" of individual batches of the item, if a particular
supplier offers you a good deal.
The only real caution is not to take any aggressive approach too far, just in case circumstances change.
Balance – Take a middle path between the exploitation approach and the diversified ... Show more content on Helpwriting.net ...
Supply Positioning and Supplier

What Is Strategy
Sarah Carpentier 2016_PG41_07 Strategic Management
27 janvier 2016
Executive summary В« What is strategy ? В» Porter
Operational effectiveness is not strategy
First of all, we have to distinguish two concepts: operational effectiveness from strategy.
Operational effectiveness is of course necessary for a company, but it is not sufficient: each company needs its own strategy.
A strategy is a plan for the company, which has to establish adifference with its competitors, and has to preserve it in order to create a greater value.
Strategy positioning is choosing different ways to achieve similar activities from the competitors.
Operational effectiveness means performing similar activities better than the competitors can do.
We now have to ... Show more content on Helpwriting.net ...
Choosing a strategy is choosing a different set of activities from its competitors, it is trying to be different from them. Strategic positions can be based
on 3 sources :
variety–based positioning in which the company produce a subset of an industry's products or services
needs–based positioning in which the company satisfy all needs of a segment of customers
access–based positioning in which the company satisfy different segment of customers according to their customer geography or customer scale.

Strategy positioning can be define as a difference on the supply side, that is to say a difference in activities. By choosing a strategy, the company
chooses a unique and valuable position, with different activities from its competitors.
A sustainable strategic position requires trade–offs
Nonetheless, defining a unique position can't be sufficient, because the competitors can copy this position (they can reposition themselves or they can
straddle).
Each company has to take into consideration an important point: the risk of trade–off. They occur when a company tries to perform incompatible
activities. Due to trade–off, the companies have to make some

Compare And Contrast Product Positioning And Brand Strategy
Erica Davison 12064212
MST Assignment 2
Article comparison: Product placement and brand strategy
Article 1: "How does visual merchandising in fashion retail stores affect consumers' brand attitude and purchase intention?" by Hyun Hee Park, Jung
Ok Jeon & Pauline Sullivan
Article 2: "Impact of lighting design on brand image for fashion retail stores by" Thomas Schielke
These two articles explore and test aspects of consumer behaviour and reaction to visual stimulation within a retail environment, in particular within
fashion retail stores.
Article 1 is a research paper which tests for the relationship between (a) Visual merchandising cognition and brand salience, (b) Visual merchandising
cognition and attitude towards visual merchandising, (c) Brand salience and brand attitude, (d) Attitude towards visual merchandising and brand
attitude and (e) Brand attitude and purchase intention. ... Show more content on Helpwriting.net ...
Brand salience refers to brand recall and how quickly a brand is thought of when the consumer is presented with a visual reminder of the brand
identity, as well as how quickly it is thought of over its competitors. Faster recall = higher brand salience. In this study it was found that visual
merchandising cognition was a predictor for brand salience.
Purchase intention refers to the likeliness of the consumer to make an actual purchase after interacting with the store and brand. Usually higher brand
salience and a positive brand attitude result in higher purchase

Positioning: Marketing and Product
Brand Positioning
Submitted by:
Rishi Dewan
PGDM–Marketing (DCP)
IMT Ghaziabad
Contents Introduction2 Process of Positioning3 Strategies of Positioning5 Positioning by Product attributes5 Positioning by Quality5 Positioning by
Price6 Positioning by User Category7 Positioning by Use8 Positioning by Competitor9 Positioning by Celebration10 Positioning Errors:11
1.Under–positioning11 2.Over Positioning11 3.Confused positioning12 4.Doubtful positioning12 Repositioning13 Depositioning14 Measuring the
Positioning15 Perceptual mapping15 Multidimensional scaling (MDS)16 Conjoint Analysis17 Logit Analysis18 Positioning of a leader19 Positioning
of a ... Show more content on Helpwriting.net ...
Sony Sony is one of the world's leading manufacturers for consumer electronics and broadcast & professional products. Established for more half
a decade, Sony is known for it innovative and high quality products.
Positioning by Price Positioning can be based on either high price or low price. With low price positioning you sell your product cheaper than your
competitor. On the contrary position based on high price sell their product at a high price. Many luxury brands use this position. People associate high
price with quality and exclusivity.
Examples
McDonald's
McDonald's with its campaign "Purane Zamane Ke Daam" emphasized on less price .
Big Bazaar
Big Bazaar always emphasizes on priced of the products. As visible from its tag line it claims to offer the lowest prices for the products.
Sonata Watches
Sonata is the 'Value for Money ' watchbrand from Titan Industries Ltd.
Sonata, India 's largest selling watch brand, offers stylish looks at affordable prices. The thoughtfully crafted designs encompass the aspirations of
young India. The boldness and uniqueness of each design reflects the confidence of the wearer.

Nirma
Nirma is customer focussed company laying emphasis on the cost effectiveness. Nirma is a phenomenon and synonymous with Value for Money.
Nirma was positioned as a low cost detergent powder.
Tata Nano
The Tata Nano is a low–cost, rear–engine, four–passenger city car built

The Future Of Legal Business
The Future of Legal Business – International Law Firms
What does John Doe, managing partner of a typical international law firm headquartered in London, think at the moment? His partners have asked him
to come up with a three–year plan to strengthen the firm's position in its home market and internationally. How to start? Times are tough, clients please
themselves by putting pressure on costs, demand is stagnating, income growth is hardly recognizable, and profits are coming under pressure. Should
he read any of these smart books or articles dealing with development of legal markets?
Well, looking at his bookshelf leads to immediate depression: Richard Susskind's "The End of Lawyers?", Larry Ribstein's "The Death of Big Law",
Bruce MacEwen's "Growth is Dead", Mitch Kowalski's "Avoiding Extinction", Steven Harper's "The Lawyer Bubble", Stephen Mayson's "Law Firm
Partnership – The Grand Delusion", Laura Empson's "Partnerships – Will They Survive?" ...
What do these books and articles tell him? All of these academics with their catchy book titles are not entirely helpful. Who has the crystal ball? Ah,
Mr. Doe has interviewed many managing partners who should know what they are talking about, but what is this? The crystal ball contains a dark and
gloomy smoky premonition: The Magic Circle, the colloquial term for the U.K.'s leading law firms, is predicted to disappear within the next decade.
This doesn't irritate our John Doe, as his firm does not belong to this distinguished

Dell : The World's Fastest Growing Pc Market
Lenovo
Facts and background Dell entered into China, the world 's fastest growing PC market in 1998. Even though it was a late entrant, Dell initially
succeeded through its direct business model, which is primarily aimed at industry and public service units. But this approach will leave the Chinese
consumers ' desire to touch the product before buying. Although the actual growth of the zones, the third and fourth tier cities are left behind. But the
Chinese grass was tamed domestic brand, Lenovo. It 's relational and efficient supply chain business model, combined with the commercial network
helped Lenovo corner 35% market share; Dell continues to dip. But 2005 was a challenging year for Dell. Not only did the company 's struggles in
the consumer electronics segment, which leads to the cancellation of MP3 players, but also the core of the PC segment, Dell was the corner of its
traditional competitors, such as Hewlett–Packard and Gateway, and new competitors, such as Lenovo and Acer. This resulted in lower average sales
prices of Dell products and operating margin weakened. Dell has problems on various fronts; the share price fell to $ 29 in October 2005. (IBS Case
Development Centre, 2015)
In December 2004, Lenovo 's acquisition of China 's leading computer manufacturers IBM 's PC division of $ 1.75 billion dollars. The transaction
generated $ 13 billion business, which accounts for 8% of the global PC market. The takeover meant the integration of IBM by Lenovo 's

Value Proposition Of Infosys
Value Proposition
For building tomorrow enterprise, it needs a paradigm shift today. As the business is transforming continuously, it has to change it trend in business
landscape. The difficult task is to generate revenue for technology investment business. Many enterprises including Infosys is facing this challenges as
to meet stakeholder expectation, compliance with the framework, cope up with market volatility and need innovation, mobile workforce and
environmental concern. It is required to have enterprise wide insights, standardized and streamlined processes in order to have real time information
system access and make intelligent decision for the business.
Infosys is known for delivering excellence to its client though their sustainable Global Delivery Model. With customer demand more on value and
return on investment in IT, Infosys offers a strong price to value proposition and is able to align technology with business needs. But company has
introduced its new brand positioning Infosys 3.0, in 2011 which caused trouble as it neglected ... Show more content on Helpwriting.net ...
There are some key value propositions such as value for money, thorough understanding of client business needs, nurturing customer relationships,
delivering operational excellence and supporting their strategy through IT enable business solutions to give the clients the competitive advantage.
Also, the Infosys Oracle global alliance provides assured business value to its customer through co–development, targeted industry solutions, joint
research, competencies and delivery collaboration. With de–risking from business continuity perspective it is able to deliver its value consistently.
This

Thesis Statement For 3m Safety Company
III.A.iii) 3M Safety Company
III.A.iii.a) Company Profile
3M is a specialized technology conglomerate firm that serves end–users and global communities with ground–breaking products and solutions that
extend to multiple industries on a worldwide scale (Lincoln Journal Publication, 2012).
The firm has more than 30 business units, and was founded in 1902 as the Minnesota Manufacturing and Mining Company. The corporation is
headquartered in Maplewood and its activities have been divided into six business channels, namely: Communications, Consumer and Office Supplies,
Graphics, Transportation, Healthcare; and Safety/ Protection Equipment. 3M operates in sixty nations, employs 88,000 employees, and declares an
income of 30 billion US Dollars per year (ibid).
III.A.iii.b) Author's rationale for choosing 3M as a market leader
3M PPE offers an exceptional quality of personal safety systems, which includes an unrivaled range of safety helmets designed in several combinations
for wide scale applicability. Each helmet can further be customized as per the end–user's specifications at minimal additions to the base selling price of
the product, which sets 3M apart from its closest competitors. Furthermore, the firm's products are designed ... Show more content on Helpwriting.net ...
As previously explained the two inimitable features of this helmet – namely the Uvicator Sensor Disc that protects workers from getting over–exposed
to UV radiation, as well the fully rotatable lining that allows the helmet to be worn from front to back – are the key reasons for the evident and
prominent price difference (amounting to over 55% when G3000 Uvicator is compared to the closest comparable variant: the High Visibility variant
of G3000 Solaris), which in turn are responsible for the G3000 Uvicator becoming an exception to 3M's market positioning

Introduction To Michael Porters Article ' What Is Strategy
After reading Michael Porters article "What is strategy" I think it's very interesting. From the article I think operational effectiveness is not a strategy.
Many organization tools like total quality management, benchmarking, time–based competition, outsourcing, partnering, reengineering, that are used
today, do enhance and dramatically improve the operational effectiveness of a company but fail to provide the company with sustainable profitability.
Thus, the root cause of the problem seems to be failure of management to distinguish between operational effectiveness and strategy. Although both
operational effectiveness and strategy are necessary for the superior performance of an organization, they operate in different ways. A company can
outperform rivals only if it can establish a difference it can preserve. It must deliver greater value to customers or create comparable value at a lower
cost, or do both. However, Porter argues that most companies today compete on the basis of operational effectiveness. I believe the productivity frontier
is the sum of all existing best practices at any given time or the maximum value that a company can create at a given cost, using the best available
skills, expertise, management techniques, and purchased inputs. The frontier is constantly shifting outward as new technologies and management
approaches are developed and as new inputs become available. To keep up with the continuous shifts in the productivity frontier, managers have

Ibm 's Decade Of Transformation Essay
Sean Li
Professor Fraser
MGMT 515
Case Write–up #1
October 30, 2014
Case 3 – IBM 's Decade of Transformation: Turnaround to Growth
1.What factors led to IBM's success during the 1960s and 1970s and its problems during the late 1980s and early 1990s.
IBM's strategic positioning led to the company's success in the 1960s and 1970s. Applegate defines four key factors of strategic positioning; product
positioning, market positioning, business network positioning, and boundary positioning (Applegate, p.44). During this period, IBM's primary
product positioning was the S/360 mainframe computers. The S/360 systems were the first of its kind in the industry and were designed to suit the
needs of their customers (Applegate p.6). IBM's product positioning led to huge success in the company's market positioning because IBM offered
products that customized solutions to a range of business problems. The company hired key account sales person who reached out and successfully
sold IBM products to large corporations. Revenue from mainframe computers composed of 70 to 80 percent of IBM's profits in the 1980s (Applegate,
p.8). IBM dominated the IT industry during this time by providing innovative products that competitors simply cannot match during this time period.
As a result of their specialized products and expertise, IBM created barriers to entry and thereby generated sustainable competitive advantage for
decades to come.
After decades of dominating the IT industry, IBM lost nearly

Clean Edge Razor: Splitting Hairs in Product Positioning
Case Analysis
Marketing Concepts
Problem/Decision Identified
This case is about 'strategic positioning' decision dilemma of a newly developed technologically advanced product. The product manager Randall of
Paramount Health and Beauty Company– a Global player in health and beauty industry is faced with an intriguing question of how to best position the
new product so as to have a right market fit. There are several factors which would play an important role in the making the right decision like
cannibalization effect on the company's current product line, rapid technological advancement in the ... Show more content on Helpwriting.net ...
Moreover, other alternatives to non disposable razors like electric shaver, disposable razor and other substitutes like waxing, laser treatment and
depilatories added onto the existing competition. If Paramount did not come up with the correct positioning and marketing strategy in a short span of
time it would run the risk of losing the entire market to a competitor with similar technology and also loss its early movers advantages.
SWOT Analysis:
Strength – The major strength of Paramount lay in the fact that it had an established brand name in the non disposable razor. Moreover, the technology
on which clean edge razor was based is new to the market. This cumulative strength would enable Paramount to increase its total market share if it
positions the clean edge razor in the correct segment of the market.
Weakness– There was a lack of technological advancements in the current product lines since past five years and, no product in the super–premium
segment of the market which had the maximum growth potential. The current products Avail and Pro were in the mature stage of its product life cycle
and would see its decline phase soon.
Opportunities– The launch of clean edge razor would equip Paramount with a competitive advantage and they could further leverage on this
technological advancement to gain more profits and market share. The

Case Study Of Lululemon
. Wilson has strong opinions about the target audience (Ocean persona) and Lululemon's mission and vision. Analyze and briefly describe how
Lululemon presents its brand in terms of the retail experience, promotion plan and messaging, and products.
Wilson's market choice is the opinion leaders. His consumption of an opinion leader is a single, mid–30's professional, woman who earns six figure
incomes per year. This woman workouts regularly have a schedule and owns her home. The perfect type role model for younger women. It is an
activewear segment where people tend to be healthier and seemed to be living their lives to the fullest. She has the money to afford great quality in
workout clothing.
In the retail experience uses a tracking measure that should involve trial and satisfaction. The fitting room area has a folding table, so that the
employees could listen to their customers' needs and wants. The company encourages their employees to personalize their interactions with customers
by writing the customer's name on their dressing room door. The word of mouth throughout the community will increase traffic flow and sales.
The promotion plan involving an event sponsorship is a great ideal. Especially when Wilson provided the uniforms for the 2012 Olympic Men's
volleyball team and as well as the shorts and shirts for the 2013 Wall Street Decathlon. He will reach a vast number of people, globally and nationally.
Even his tactics to rely on community–based marketing to build and

Barnes and Noble Product Positioning
Product and Positioning
The Nook E–Reader by Barnes and Noble is a 12.1 ounce portable e–reader with a 6 inch ink screen 3G wireless connection with the ability to hold
over 1,500 books on its memory card. The nook's features also include computerized versions of popular games and allow the user to download
magazines and newspapers to the device (Bubar). This device satisfies the esteem needs of achievement and status since owning a piece of new
technology delivers the message of a higher status symbol to a person's peer group (Chapman). Being able to afford an E–Reader satisfies a want for
convenience and is not necessary need. The current product positioning for the Nook relies on its user friendly capabilities and ... Show more content on
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The commercial featured in our powerpoint ad depicts how people from different areas of the world and of different ages can use the Nook for
reading, internet browsing, and playing games. All of these people are demonstrating how easy it is to use the Nook at home, at school, at the park or
at work. The ease and versatility of the Nook is the focal point of its marketing campaign. Since the Nook is sold exclusively by Barnes and Noble it
has been an obvious choice for them to target their current consumer base. Barnes and Noble has released a series of commercials that show
people reading books and using the Nook since both are product line extensions for Barnes and Noble. Barnes and Noble is currently utilizing the
internet for a large portion of the promotions. Barnes and Noble currently sends emails notifications to people who have registered their email with
them either in store or online. These emails often coordinate with upcoming holidays and will entice the customer to purchase the Nook by offering
them a $25 gift card with their purchase. Barnes and Noble ran a large print ad in October 2010 for the release of the Nook Color, the newest version
for the original Nook in black and

Fitbit Seems Target Those Who Understand And Desire The
Fitbit seems target those who understand and desire the data gathered by the Charge 2, to use to achieve certain fitness and health related goals. The
design seems to cater for a younger market. By targeting young people, Fitbit can take advantage of the correlation between age and brand loyalty, as it
has been shown that millennial consumers are the most brand loyal demographic (Smith, 2015). "Brand loyalty is likely fortified if the marketing
strategies...present a clear personality of the brand" (Wu, & Lin, 2016, p194) and Fitbit maintains the company's fitness and health orientated brand
identity in the promotion of the Charge 2, in order to play to those loyal to the brand.
Product positioning
Fitbit, much like all other brands, has ... Show more content on Helpwriting.net ...
Perceptual mapping
The Fitbit Charge 2's three main competitors are the Apple Watch 2, Samsung Gear Fit 2 and the Garmin Vivofit 3. In the perceptual mapping the two
bases – price–benefit ratio as well as the design and form – will be used to help visualize its position on the market in relation to Fitbit's 3 biggest
competitors. The price–benefit ratio was chosen as consumers "always... consider the price–benefit ratio" (Canhoto, & Arp, 2016, p41) when buying
new products, with the key benefit in question being the device's functionality. Furthermore, the design and form was chosen as the second base due to
the "importance [on the] hedonic features" (Canhoto, & Arp, 2016, p41), that consumers place on wearable devices.
Perceptual mapping showing the position of various products according to price–benefit ratio and design. Below shows where the sources behind the
positions.
Apple Watch 2 Design ("Apple Watch review", 2017) and price–benefit ratio ("Apple Watch Series 2", 2017)
Fitbit Charge 2 Design ("Fitbit Charge 2 Review", 2017) and price–benefit ratio ("Fitbit Charge 2", 2017)
Garmin Vivofit 3 Design ("Garmin Vivofit review", 2017) and price–benefit ratio ("Garmin Vivofit 3", 2017)
Samsung Gear fit 2 Design ("Samsung Gear Fit 2 Review", 2017) and price–benefit ratio ("Samsung Gear Fit 2", 2017)
The price–benefit position

Nike-High End Shoe Market Survey in Bangladesh.Doc
This report was collected from : bijoynsu@gmail.com
01. INTRODUCTION
1.1 Consumer Behavior
The term consumer behavior is defined as the behavior that consumers display in searching for purchasing, using, evaluating & disposing of products &
services that they expect will satisfy their needs. Consumer behavior focuses on how individuals make decisions to spend their available resources
(time, money, effort) on consumption related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they
buy it, how often they use it, how they evaluate it after the purchase and impact of such evaluation on future purchases & disposal.
Nike shoes are sold worldwide at high price. People ... Show more content on Helpwriting.net ...
Positioning is more important to the ultimate success of a product than are its actual characteristics. The core of effective positioning is a unique
position that the product occupies in the minds of the consumer.
(a). Positioning of Nike itself
(1 = Very High, 2 = High, 3 = Average, 4 = Low, 5 = Poor)
| |1 |2 |3 |4 |5 |
|Price |46% |42% |4% |2% |6% |
|Brand Image |54% |42% |4% |0% |0% |
|Quality |36% |42% |22% |0% |0% |
|Satisfaction |26% |40% |30% |4% |0% |
|Smartness |30% |42% |18% |2% |8% |
(b). Positioning of Nike in terms of users

(1 = Strongly Agree, 2 = Agree, 3 = Neutral, 4 = Disagree, 5 = Strongly Disagree)
| |1

Global Positioning Products Case Study Essay
Marketing 412
Week 2
Case 3.2
Global Positioning Products
JoAnn Calderon
Kendra Clay
Ungenetta Green
Amber Morse
Heather Smith
Brenau University
Executive Summary
The following report analyzes whether or not Andy Chulrane, the national sales manager for Global Positioning Products (GPP) should propose a
restructure of the current sales strategy to the CEO in an effort to lower the current cost of sales. There are many factors that need to be examined in
order to determine whether or not there is a need for a restructure. Currently the cost of sales for GPP is running at seven percent and the target cost of
sales is set at five percent. Despite Andy's efforts to cut costs, he has been unable to achieve the ... Show more content on Helpwriting.net ...
Andy should present the historical data showing that the cost of sales has been steady at seven percent for the past several years in an effort to
convince the CEO to revise the five percent target and set a new and more realistic target percentage. Andy should also present a restructure plan that
allows some, or all of the following: key sales representatives to manage the larger retail accounts, implementing new technology such as the Cisco
System to allow for more direct sales relationships with customers, offer a different commission structure to the sales team to include new membership
incentives and lower commission splits on already established accounts, incorporate regular training opportunities for the sales representatives,
redistrict the sales territories, consider lay–offs, use an online customer support medium within their website, and also offer an option for assistance in
buying products through the web.
Should Andy request a revision of the 5 percent cost–of–sales target? If so, what sort of information would he need to convince his CEO?
Yes, Andy should request a revision of the 5 percent cost–of–sales target because numbers don't lie. It is clear that the CEO is not aware of the cost of
sales running at 7 percent and the effect it has had on the loss of certain team members. Andy should inform the CEO of the decrease in volume of

sales when there is a departure of employees who play a

Product, Positioning, Segmentation Essay
Products, Positioning, and Market Segmentation
Advertising professionals realize that the heart of any campaign is the product and the position it holds in people's minds. Products and their brand
names are newsmakers themselves. Wendy's hamburgers, Apple computers, and California raisins (particularly when they sing and dance) are objects
of our attention and interest.
Understanding the complexities of a brand identity and its position is no easy task. A good case in point is the activities of Coca–Cola in the last few
years. After a $4 million research project, Coca–Cola brought out a new Coke formula in May 1985 with the intention of retiring the old formula. To
everyone's surprise, the intense feelings of American consumers ... Show more content on Helpwriting.net ...
When they first appeared, generics were seen as threats to brand products, particularly for products for which lower price might be a primary criterion
for purchase. Although generics enjoyed growth during the recession of the early 1980s, with increase in American incomes, they have now dropped
back to their selling level at introduction. In their growth stage, however, the threat they posed to brands stimulated major manufacturers to bring out
lower–cost brands that were more competitive with the generics. It is interesting in studying the no–name generic phenomenon to compare these
products with a product like Coke, which, because of years of advertising, has such a strong personality.
One of the most controversial areas of product concepts is the brand extension. A new product gets to share the name of an older, established brand.
Early theorizing suggested that brand extensions would sap market clout from the established product, but these fears proved groundless. Today brand
extensions occur not only within the company, but companies are licensing their brandnames to all kinds of products in the hope of increasing brand
awareness. Department stores have whole sections devoted to Coca–Cola clothing. There are Strawberry Shortcake breakfast cereal, clothing, books,
and tricycles. In July 1987, Sears began marketing McKids children's wear in a licensing agreement with McDonald's.
"Extensions Leave Brand in New Areas" discusses the growth, advantages and

Essay Ducati
1.How did Ducati become the second most profitable motorcycle maker in the world despite its small scale? What is the fundamental logic of Minoli's
turn around?
Operational effectiveness is a key to gain profitability. [p 29 What is Strategy?]
Constant improvements in the following operational activities resulted in profit maximization of Ducati:
пѓ Standardization of products using two crank cases and three cylinder heads provided efficiency gains in manufacturing.
пѓ Moved towards a platform based approach to production gaining more efficiency with economies of scale.
пѓ Outsourced almost 87% of production activities involving spare parts while maintaining core competencies like R&D, design, quality control and
key trademark ... Show more content on Helpwriting.net ...
Established an internal design division reducing "time to market" for new products; cross–functional integration required for successful development of
new products [Grant p 135].
Current sport bikes were inspired and derived from their traditional core competencies such as engines with futuristic design and good handling.
пѓ "The World of Ducati": Minoli wanted to develop a global brand "The World of Ducati" that could appeal to a broader spectrum of customers.
Minoli's initiative was "moving from the mechanical to entertainment". Supply of product that is differentiated [Grant p 222]
Ducati entered into Sport–Touring segment, which enabled a complete presence in all categories of Sports segment. Strategic innovation: creating new
customer segment [Grant p 213]
Access–based positioning: Ducati widened the offering by introducing entry–level models coupled with new high–end models expanding their
customer base. [p 34 What is Strategy?]
Access–based positioning: The popular designs were changed over time to appeal to existing customers who enjoyed the bikes of the olden days;
customer loyalty. [p 34 What is Strategy?]
Ducati entered into the accessories, apparel business and custom design components giving customers individuality and high performance, respectively.
Developed and manufactured riding equipment reflecting the exclusivity and racing character of the company.
Ducati advertised products in specialized magazines only to

Positioning a Product or Brand
2.5 Positioning options
The main ways of positioning a product or brand are:
пѓ By product attribute – This positioning focus on few of the benefits or characteristic of the product.
пѓ By product class – Looking for a leadership position of the product in the market.
пѓ By user – This approach focus on the ideal consumer. Suggesting that the product is perfect for that type of person and even is contributing for the
social identity.
пѓ Against competition – Here the company use comparison against the competitors.
пѓ By quality/value – positioning of the product based on high quality. Also can be claimed that the product have high value.
пѓ By application– The product or the brand are positioned as the best solution for a particular task or ... Show more content on Helpwriting.net ...
These costs less for the customer, the purchase are delivered faster, the possibility of damaged package or product is minimal.
3.3 How prices are set to reflect an organization's objectives and market conditions
For reflecting the company's objectives and market conditions pricing strategies needs to be applied. Market conditions, competition, quality of the
product, market place are the factors that influence of the product pricing. If the company has chosen a good pricing strategy for their products they
will have good profit and good company positioning on the market in return. For setting the prices for products the Pricing strategy matrix can be used.
Pricing Strategies Matrix
пЃ¶Penetration. With this strategy the price of the products and services are low for increasing sales and market shares.
пЃ¶Skimming strategy were the company sets high price for start and after the price is lowered. The purpose is to make profits from all the layers of
the market.
пЃ¶Premium also called Image pricing is the strategy where the price is kept high in order to attract certain segment of the market.
пЃ¶Economy pricing is a method of pricing that keeps the price of the products or services low. Commonly used in the retail food business.
пЃ¶Competitive pricing is based on the prices of the competitors.
пЃ¶Product line pricing is separating the goods on cost categories by creating different levels of quality for the same range of products in

Name: Yuanxu He (Jason)
Semester: Fall, 2012
Course Number: MBA 812A
Date of paper: September 25th, 2012
Executive Summary
The Clean Edge which is Paramount's newest nondisposable razor has powerful influence in the market since 2010. It was improved design and used
the new skills to make the razor's properties become better than before. Lots of men like it and consider it was the closest, cleanest and smoothest.
The article analysis the Paramount's situation, competition, product positioning, marketing strategy through the U.S. razor market, market segments
and consumer behavior and the trends of nondisposable razors and refill cartridges. After the company ... Show more content on Helpwriting.net ...
Because Rosenberg said that they will siphon off consumers if he considered a mainstream positioning strategy. A niche strategy will make more sense.
4. | Niche| Mainstream| Planned capacity Razor (Year 1)| 1.0| 3.3| (Year 2)| 1.5| 4.0| Razor: Production per unit cost| $ 5.00| $ 4.74| Razor:
Manufacturer price| $ 9.09| $ 7.83| Razor: Suggested price| $ 12.99| $ 11.19| Revenue (Year 1)| 9.09| 25.84| (Year 2)| 13.64| 31.32| Production Costs
(Year 1)| 5| 15.64| (Year 2)| 7.5| 18.96| | Planned capacity Cartridge (Year 1)| 4.0| 9.9| (Year 2)| 10.0| 21.9| Average Production unit cost| $ 2.43| $ 2.24|
Manufacturer price| $ 7.35| $ 6.22| Suggested price| $ 10.50| $ 8.89| Revenue (Year 1)| 29.4| 61.58| (Year 2)| 73.5| 136.22| Production Costs (Year 1)|
9.72| 22.18| (Year 2)| 24.3| 49.06| | Capacity

Marketing Strategy Of Lululemon
1. Wilson has strong opinions about the target audience (Ocean persona) and Lululemon's mission and vision. Analyze and briefly describe how
Lululemon presents its brand in terms of the retail experience, promotion plan and messaging, and products.
Lululemon particular marketing segment is an opinion leader who is a single professional woman, who earns six–figure incomes per year. This woman
workout regularly has a schedule and owns her home. The perfect type role model for younger women. It is an activewear segment where people tend
to be healthier and seemed to be living their lives to the fullest. She has the money to afford high quality in workout clothing.
In the retail experience uses a tracking measure that should involve trial and satisfaction. The fitting room area has a folding table so that the
employees could listen to their customers' needs and wants. The company encourages their employees to personalize their interactions with customers
by writing the customer's name on their dressing room door. Word of mouth throughout the community will increase traffic flow and sales.
The promotion plan involving an event sponsorship is a high ideal. Wilson will reach a vast number of people, globally and nationally after providing
uniforms for the 2012 Olympic Men's volleyball team and as well as the shorts and shirts for the 2013 Wall Street Decathlon. Even his tactics to rely on
community–based marketing to build and positioning the brand was a tremendous way to embody

Propose a New Positioning Strategy for Acl Product
New market positioning for a new product
Introduction
ACL Clean has been a successful product in the Hampshire and the company expanded into the Essex region Market. However sales were low and
public awareness was lacking. The company was using the majority of its funds on the products line extension and little on advertisement and
product placement. This is the key factor in the poor sales in Essex because the public isn't aware of ACL Clean and its benefits. In order to make
ACL Clean a more successful and well known product, funds used for the product line extension need to be diverted to advertising in order implement
a new positioning strategy in the Essex market. The best way to implement a new positioning strategy would be ... Show more content on
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Mainly people out of school, beginning a career or becoming more established, and are able to make a major purchase like a cleaning equipment and
want one that will last them for as long as possible. Promoting ACL clean as the product that will achieve this will increase product awareness, create
brand loyalty, and ultimately increase sales. However, as many first–time buyers have been using other cleaning equipment or have used other products
related to car care, introducing ACL clean as a premium product will be a daunting task because there is already an established brand loyalty to other
products, even though they are not as good as ACL clean. With establishment of the original ACL clean product in the market the opportunities of the
line extensions are limitless.
A great way to promote ACL clean in the Essex market would be through public relations. A great strategy would be to sponsor an event such as a
cleaning equipment show in Essex region.
Alternative 2
Another effective means of marketing ACL clean to the Essex Region as a great product with quality safety benefits would be through alliance with
healthcare companies and local authorities.
Alternative 3
Advertising is the most obvious and effective choice to place ACL clean in the consumers mind, just as it has in the Hampshire. Through TV
commercials, magazine ads, and banners on web pages, the name and product information relation to ACL clean would be widely visible. Since

The Summary of "What Is Strategy" from Michael Porter
What Is Strategy? (To make a summary of the article while answering the question, the answer directly related to the questions are highlighted ) 1.
Achievements Neutrogena has established itself in the soap market through variety–based positioning. Michael. Porter defines strategic position as
attempts to achieve sustainable competitive advantage by preserving what is distinctive about a company. It means performing different activities from
rivals, or performing similar activities in different ways. He maintains that strategic position emerges from three distinct but not mutually exclusive and
often overlapped sources, ie: variety–based positioning, needs–based positioning and access ... Show more content on Helpwriting.net ...
First, a competitor can reposition itself to match the superior performer. A second and far more common type of imitation is straddling (seeks to match
the benefits of a successful position while maintaining its existing position).Trade–offs create the need for choice and protect against repositioners and
straddlers. Above is the reason why Neutrogena's positioning is to built on a "kind to the skin," residue–free soap formulated for pH balance (distinct
from soap that can be commonly found in the market by looking like a drug co). It advertises in medical journals, sends direct mail to doctors, attends
medical conferences, and performs research at its own Skincare Institute. To reinforce its positioning, Neutrogena originally focused its distribution on
drugstores and avoided price promotions.(the way it implemented its strategies) Neutrogena uses a slow, more expensive manufacturing process to
mold its fragile soap. In choosing this position, Neutrogena said no to the deodorants and skin softeners that many customers desire in their soap. It
gave up the large–volume potential of selling through supermarkets and using price promotions. It sacrificed manufacturing efficiencies to achieve the
soap's desired attributes. (trade–offs that protected the company from imitators) And trade–offs can arise for three reasons: the aim to deliver consistent
value to customer, inflexible different activities

Anytime Australia Pty Ltd: Marketing Strategy
Positioning of Product/ Brand
Positioning strategies of the brand help the consumers to shape their preferences towards the brand. It is necessary to understand the target customers
and their psychology to developing right type of positioning strategies for the brand. Right type of positioning strategies at right time help the
companies to build right image in the mind of customers. The right type of positioning strategies help the companies to build a distinct and competitive
image in the minds of the customers (Sair, 2014). In this report the author is developing positioning strategies for Anytime Australia Pty Ltd. Anytime
Australia has 17.8% market share in Australia gym and fitness industry (Whytcross, 2015). Anytime Australia is an Australian... Show more content on
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As company is offering affordable price range to the customers so company also needs to cut its expenses to remain profitable in the future. Social
networking sites cost–effective source of marketing. The traditional marketing methods involve TV, radio, print media etc. But all those traditional
sources are limited in range (NRPA, 2014). Social media marketing help to focus on mass number of audience within limited time. Anytime Australia is
also focusing on the use of technology to differentiate their products from other competitors. The use of social media as promotional tool will also
strengthen the differentiation based positioning of Anytime Australia. Through effective use of social media the company can target all the customers
equally irrespective of their cultures. Twitter, Facebook and Instagram are famous social networking sites. 48.1% of revenue in Australian gym and
fitness industry is coming from people aged between 15–34 years. The maximum number of online users of social networking sites are in the age
group of 18–29 years. 67% of social networking sites user are in the age group of 18–29 years (Duggan & Brenner, 2013). The use of facebook and
twitter for promotion will attract a huge number of young adults towards Anytime Australia. The Australian gym and fitness industry are going through
a saturation phase. Social networking sites help in improving customer loyalty and reducing retention (Ilina, 2015). There are different categories of
social media i.e. video sharing, social networking, blogging and micro–blogging (ACE, 2009). The company can also take the service of online
bloggers because it will directly hit the psyche of customers. The owners of Anytime Australia health clubs can innovatively use the different categories
of social media to attract the customers. Linked–in is also an important social media tool. It is a professional platform.

Strengths And Weaknesses Of Sabre
2.2.3 Competitors
2.2.3.1 Sabre
Sabre is US market leader and offers a wide range on airline IT products. Its strategy focuses on acquisition and partnerships in order to release new
solutions quickly. Furthermore, they are re–packaging their products to offer bundled booking tools for an attractive prices. Sabre has created a positive
reputation for its approach to innovation (with some justification) and this has helped to boost its relative (to the market) share valuation.
The main strengths of sabre is their brand, US market position, large focus on traveller centric solutions and a strong marketing strategy. Whereas their
weaknesses is rather small global penetration, IT outsourcing, lengthy legal issues with AA in the US, large debt since buyout and very US mind set.
2.2.3.2 Travelport ... Show more content on Helpwriting.net ...
Sabre is second with 28%, and Travelport has 25% of market share. Amadeus has been progressively gaining market share, mainly from Travelport,
over the past 14 years, whereas Sabre has maintained its share over this period. The reason for Amadeus increasing market share can be due to the
higher investments in R&D, paying debt and better positioning in emerging markets. Source: seekingalpha.com, 2015
As the matter of fact in 2013 Amadeus invested в‚¬505 million in R&D to research and develop technologies for use in the travel sector. This
represented 16.3% of Amadeus revenues. Furthermore, Amadeus total R&D investment between the years 2004 and 2013 was almost в‚¬3 billion,
playing a significant role.
In terms of share price, Amadeus has also the strongest position.
AmadeusSabreTravelport
в‚¬37.66в‚¬25.65в‚¬13.37
Source: euroinvestor.com, 2015
It important to highlight that Amadeus share price has decreased significantly from в‚¬41.38 in 02/06/15 to в‚¬35.30 in 09/06/15 due to the Lufthansa
announcement of strategy change and introduction of surcharge of в‚¬12 for bookings made though

Company Introduction, Market Segmentation & Product...
Company Introduction, Market Segmentation & Product Positioning
Antonio Sanguinetti
Dr. Eva Ananiewicz
Strayer University
Marketing Management
July 21, 2012
This paper will describe the details of a fictitious company and provided its background and will develop a marketing plan with a focus on segmenting
and positioning its product and service. Thirdly, this paper will determine and decide upon at least one (1) foreign market for the product and service.;
identify the marketing segment for the product and provide a rationale for this segment and discuss the target market and provide a rationale for this
target market. Also, it will perform a SWOT analysis (strengths, weakness, opportunities, and threats) for the... Show more content on Helpwriting.net
...
After researching the foreign markets, our department proposes that Canada would be our direction to go with to expand our business. The selection
that we made is due to many factors. One of the factors involved is that Canada's housing starts for 2012 is down by only percentage points. (Centre
for the Study of Living Standards, 2012) This allows us to believe that the economy is still strong in the Canadian foreign market. There is new
construction going on in Canada and there is potential for the market to go back up.
Discuss the potential audiences for a marketing plan and the needs of those potential audiences.
BACS anticipates that a majority of our clients will be building owners and property management firms contracting on behalf of building owners.
BACS expects that the business' client base will consist of commercial, industrial, and residential clientele. However, we anticipate that its secondary
client base will come from the residential arena (homeowners). As time progresses, BACS may engage more complicated industrial and high–end
commercial and industrial installations. The first group to be targeted is the owners of homes that are 12–15 years old and the second group is those
that frequent the home improvement and construction supply stores.
Identify the marketing segment for the product and provide a rationale for this segment.
The HVACindustry is comprised of companies that manufacture,

ICEDOT: Direct Marketing Analysis: Positioning Strategy
Direct Marketing Analysis
Positioning Strategy
ICEDOT Company facilitates the provision of identification and notification services in the case of emergencies at the scene of an accident. The major
services used require internet accessibility, mobile applications, and short message technology. Quick identification of patients is facilitated, which is
needed to provide information. ICEDOT should be well positioned in the competitive market in which it operates in, especially one that has a
comparable offering. In developing a market position strategy, various dimensions need to be put into consideration. The paper intends to talk about the
brand positioning, competitive positioning, competitive pricing, and product positioning strategies that should be analyzed and implemented (Hitt, ...
Show more content on Helpwriting.net ...
ICEDOT should position itself in the market as an affordable goods and service company. This strategy may, however, result in decreased quality
service delivery. Furthermore, the approach is bound to enable consumer attractions a result of affordability aspects. c) High price strategy.
ICEDOT may choose to price the products and services it offers, more than the rest of the competitors in the industry. Concerning the information
from the course reading, this will be a definite move to create a perceived value. Consumers in most cases, relate high priced products and services
to quality, and believe high priced products are more worth than the low priced commodities. d) Distribution. This strategy will enable ICEDOT to
sell the goods and services in various places, which depicts some form of relationship with the quality. ICEDOT services can be precisely delivered to
individual markets and not to others. This will in turn give the company a prestigious look from the consumers' perspectives (Hitt, 2008). This will
make consumers believe that their commodities and services are the top–of–the–line models and hence want to have them

Organizational Structure Of Porsche
II.PORSCHE'S ORGANISATIONAL CAPABILITIES
Before being fully taken over by VW Auto Group (VW) in 2010, Porsche had been maintaining a very standard and powerful giant in the industry.
1.Firm Infrastructure
From beginning, Porsche had positioned strategically in the niche market industry for the ability in producing a high quality luxury sport car.
The strength of Porsche is:–
a.Leaders and Engineers
Ferdinand a genius visionary engineer and a passionate race car driver know what a true race car driver and enthusiast wanted and get it done.
Porsche's management team remained very focus in doing what they had been doing best and improving on it. The technologies that they had produced
are not able to duplicate and imitate, like the PDK system, PTV system and ... Show more content on Helpwriting.net ...
With their Headquarter and production plant set based in Stuttgart, Porsche is able to have a closer monitor and control of their production and
assembling plant. With the practice on lean production, each production can be better inspected and tested to ensure every completed car produced
from their factory is in perfect order.
f.Information Management
With the focus on quality rather than quantity, Porsche had made several bold and strategic decisions in developing alliances or taking over a partner.
They partnered with MHP for their IT expertise as SAP Implementation and Service Partner that improved Porsche's learning in new business
techniques and their technologies, and at the same time, gain an exclusion position in the ability to integrate better IT improvements and process
engineering for Porsche.
2.Human Resource Management
By setting their manpower focus in Germany, they gain the support from the manufacturing infrastructure there due to the strong unionisation. The
workforces for their manufacturing plan are not only strong, but

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