This document discusses the marketing strategies of 10 companies:
- Subway targets young Australians who prefer nutritious fast food. It allows franchisees flexibility in food suppliers.
- Pepsi is launching frequent redesigns of its cans to engage consumers and represent its brand personality, as soda sales decline.
- Coca-Cola developed a successful new diluted orange juice drink for China by conducting consumer research and testing small markets.
- Tiger Airways is sparking price wars with competitors through low promotional fares, aiming to establish itself in the Australian market.
- Nintendo promoted its new Wii console through word-of-mouth marketing with selected mothers, while Microsoft faced criticism over its gifts to bloggers.
-
egional economic integration
,
levels of economic integration
,
free trade area b) customs union c) common marke
,
the political case for regional integration
,
the economic case for regional integration
,
mercosur
,
regional economic integration in europe
,
evolution of the european union
,
impediments to integration
,
the case against regional integration
,
the andean community
,
classroom performance system
,
the north american free trade agreement
,
asia-pacific economic cooperation
,
regional economic integration elsewhere
,
regional trade blocs in africa
,
political structure of the european union
,
enlargement of the european union
,
the single european act
,
the establishment of the euro
,
central american common market and caricom
egional economic integration
,
levels of economic integration
,
free trade area b) customs union c) common marke
,
the political case for regional integration
,
the economic case for regional integration
,
mercosur
,
regional economic integration in europe
,
evolution of the european union
,
impediments to integration
,
the case against regional integration
,
the andean community
,
classroom performance system
,
the north american free trade agreement
,
asia-pacific economic cooperation
,
regional economic integration elsewhere
,
regional trade blocs in africa
,
political structure of the european union
,
enlargement of the european union
,
the single european act
,
the establishment of the euro
,
central american common market and caricom
International trade is distorted by countries applying tariff and non tariff trade barriers.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
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International trade is the exchange of capital, goods, and services across international borders or territories.
international trade has existed throughout history (for example Uttarapatha, Silk Road, Amber Road, salt roads), its economic, social, and political importance has been on the rise in recent centuries.
To understand the pattern in international trade, Different trade theories are postulated. Some famous trade theories are:
Mercantilism
Absolute Advantage Theory
Comparative Advantage Theory
Hecksher-Ohlin Factor endowment theory
Product Life Cycle Theory
New Trade Theory
Porter’s Diamond Theory for competitive advantage
Restrictions on imports – tariff barriers, quotas or non-tariff barriers.
Accumulation of foreign currency reserves and gold and silver reserves. (known also as bullionism)
Granting of state monopolies to particular firms especially those associated with trade and shipping.
Subsidies of export industries to give competitive advantage in global markets.
Government investment in research and development to maximize efficiency and capacity of domestic industry.
Allowing copyright / intellectual theft from foreign companies.
Limiting wages and consumption of the working classes to enable greater profits to stay with the merchant class.
Control of colonies, e.g. making colonies buy from Empire country and taking control of colonies wealth.
England Navigation Act of 1651 prohibited foreign vessels engaging in coastal trade.
All colonial exports to Europe had to pass through English first and be re-exported to Europe.
Under British Empire, India restricted in buying from domestic industries and were forced to import salt from the UK. Protests against this salt tax, led to ‘Salt tax’ revolt led by Gandhi.
In seventeenth Century France, the state promoted a controlled economy, with strict regulations about the economy and labour markets
In the modern world, mercantilism is sometimes associated with policies, such as.
Undervaluation of currency e.g. government buying foreign currency assets to keep the exchange rate undervalued and make exports more competitive.
Government subsidy of industry for unfair advantage. China has been accused of offering too much subsidised investment for industry, leading to over supply of industries such as steel – meaning other countries struggle to compete.
Surge of protectionist sentiment, e.g. tariffs on imports.
Copyright theft
Trade Blocs in International Marketing - European Union
What is a trade bloc? Why they are formed?
Trade blocs around the world
Types of trading bloc / Levels of economic integration
Trade Bloc - EU
Benefits and Challenges of EU
The theory of comparative advantage, first developed by English economist David Ricardo in 1817, is a theory about the potential gains from trade for companies, countries or people that arise on account of differences in factor endowments or technological progress.
International trade is distorted by countries applying tariff and non tariff trade barriers.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
International trade is the exchange of capital, goods, and services across international borders or territories.
international trade has existed throughout history (for example Uttarapatha, Silk Road, Amber Road, salt roads), its economic, social, and political importance has been on the rise in recent centuries.
To understand the pattern in international trade, Different trade theories are postulated. Some famous trade theories are:
Mercantilism
Absolute Advantage Theory
Comparative Advantage Theory
Hecksher-Ohlin Factor endowment theory
Product Life Cycle Theory
New Trade Theory
Porter’s Diamond Theory for competitive advantage
Restrictions on imports – tariff barriers, quotas or non-tariff barriers.
Accumulation of foreign currency reserves and gold and silver reserves. (known also as bullionism)
Granting of state monopolies to particular firms especially those associated with trade and shipping.
Subsidies of export industries to give competitive advantage in global markets.
Government investment in research and development to maximize efficiency and capacity of domestic industry.
Allowing copyright / intellectual theft from foreign companies.
Limiting wages and consumption of the working classes to enable greater profits to stay with the merchant class.
Control of colonies, e.g. making colonies buy from Empire country and taking control of colonies wealth.
England Navigation Act of 1651 prohibited foreign vessels engaging in coastal trade.
All colonial exports to Europe had to pass through English first and be re-exported to Europe.
Under British Empire, India restricted in buying from domestic industries and were forced to import salt from the UK. Protests against this salt tax, led to ‘Salt tax’ revolt led by Gandhi.
In seventeenth Century France, the state promoted a controlled economy, with strict regulations about the economy and labour markets
In the modern world, mercantilism is sometimes associated with policies, such as.
Undervaluation of currency e.g. government buying foreign currency assets to keep the exchange rate undervalued and make exports more competitive.
Government subsidy of industry for unfair advantage. China has been accused of offering too much subsidised investment for industry, leading to over supply of industries such as steel – meaning other countries struggle to compete.
Surge of protectionist sentiment, e.g. tariffs on imports.
Copyright theft
Trade Blocs in International Marketing - European Union
What is a trade bloc? Why they are formed?
Trade blocs around the world
Types of trading bloc / Levels of economic integration
Trade Bloc - EU
Benefits and Challenges of EU
The theory of comparative advantage, first developed by English economist David Ricardo in 1817, is a theory about the potential gains from trade for companies, countries or people that arise on account of differences in factor endowments or technological progress.
This case study report is detail analysis of Amazon.com. The report describes the List of areas that
it has been working, the business models it has adopted and the various strategies that it has
implemented to make it one of the most successful E-commerce platform. This case study reflects
that using the strategies and model adopted by Amazon's can leads any other E-commerce site to get
successful. This case study also shows that how the different models and strategies must be
implemented with respect to the dynamic environment of the E-commerce.
This is the case study report of Alibaba.com.This report tells you about the Alibaba Group, it's several others services and its growth and also about the methods of payments , types of product and many more.
Case study on amazon.com's supply chain management practices | MBAtiousaneesh p
The case study provides an overview of Amazon.com's inventory management. Jeffrey Preston Bezos the founder of Amazon.com launched the company when he realized that Internet provided immense scope for online trading. Although the site was originally launched as an online bookstore it eventually offered several other products to keep abreast of the competition. The case study takes a look at the different products and features offered on the site. The case also discusses Amazon's value propositions and its criteria for choosing strategic partners.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
Karl Aussia academic brief: coffee brand building researchKarl Aussia
Select edits from a recent research project used to inform a hypothetical student brief along for teaching brand building including new product development (NPD) and activation.
Students are asked to evaluate and utilise this research into the current coffee sector before proceeding to create draft strategies to help achieve our hypothetical coffee brand (Brand X) to achieve their vision - bringing it to life by creating a brand strategy – creative platform, creative brief and integrated communications approach that can include activation concepts:
Created by Karl Aussia | creativeunion.net
Unit VIII Case Study OpenWeight 9 of course gradeGrading Rub.docxgibbonshay
Unit VIII Case Study Open
Weight: 9% of course grade
Grading Rubric
Instructions
Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.
Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.
Option 1: Red Bull (pp. 581–582)
1. What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? What are the risks to their brand equity of competing against such powerhouses?
2. Discuss the pros and cons of Red Bull’s nontraditional marketing tactics. Should the company do more traditional advertising? Why, or why not?
3. Discuss the effectiveness of Red Bull’s sponsorships, advertisements, personal selling strategies, promotion, events, and public relations. Where should the company draw the line in terms of risk?
4. Recommend the next steps for Red Bull with respect to their marketing and advertising strategies.
Marketing Excellence Red Bull
Red Bull’s integrated marketing communications mix has been so successful that the company has created an entirely new billion-dollar drink category—energy drinks. In addition, Red Bull has become a multibillion-dollar beverage brand among fierce competition from beverage kings like Coca-Cola, Pepsi, and Anheuser-Busch. To date, the company has sold more than 40 billion cans of energy drinks across 166 countries. How? Red Bull became the energy drink market leader by skillfully connecting with youth around the globe and doing it differently than anyone else.
Dietrich Mateschitz founded Red Bull with a single product in Austria in 1987. By 1997, the slender silver-and-blue can was available in 25 markets globally, including Western and Eastern Europe, New Zealand, and South Africa. Its size and style immediately signaled to consumers that its contents were different from traditional soft drinks. Red Bull’s ingredients—amino acid taurine, B-complex vitamins, caffeine, and carbohydrates—were specifically formulated to make the drink highly caffeinated and energizing. In fact, some users have referred to it as “liquid cocaine” or “speed in a can.” Over the past decade, the company introduced other products and flavors, many of which did not succeed. Today, Red Bull offers the original Red Bull Energy Drink, Red Bull Total Zero, Red Bull Sugar Free, and special editions infused with berry, lime, and cranberry flavors.
As the company continued to expand worldwide, it developed an integrated mar ...
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
EXECUTIVE SUMMARY For most of its 100-year existence, Oreo .docxgitagrimston
EXECUTIVE SUMMARY:
For most of its 100-year existence, Oreo
was America’s best loved cookie, but today
it is a global brand. Faced with stagnation
in the domestic market, Kraft Foods moved
it into emerging markets where it made
some mistakes, learnt from them and
ultimately triumphed. This case study
looks at the strategies used to win over
customers in China and India.
By STEPHEN CLEMENTS, TANVI JAIN, SHERENE JOSE,
BENJAMIN KOELLMANN
March 31 2013 BUSINESS TODAY 109
CASE STUDY Oreo
SMA RT
spurred Kraft to turn to international
markets. With China and India rep-
resenting possibly the jewels in the
crown of international target mar-
kets due to their sheer size, Oreo was
launched in China in 1996.
The China launch was based on
the implicit assumption that what
made it successful in its home market
would be a winning formula in any
other market. However, after almost
a decade in China, Oreo cookies were
not a hit as anticipated, according to
Lorna Davis, in charge of the global
biscuit division at Kraft. And the
team even considered pulling Oreo
out of the Chinese market altogether.
In 2005, Kraft decided to re-
search the Chinese market to under-
stand why the Oreo cookie that was
so successful in most countries had
failed to resonate with the Chinese.
Research showed the Chinese were
not historically big cookie eaters.
According to Davis, Chinese con-
sumers liked the contrast of sweet
and bitter but “they said it was a little
bit too sweet and a little bit too bit-
ter”. Without the emotional attach-
ment of American consumers who
grew up with the cookie, the taste
and shape could be quite alien. In
addition, 72 cents for a pack of 14
Oreos was too expensive for the
value-conscious Chinese.
Kraft’s Chinese division used this
information to formulate a modified
recipe, making the cookie more
chocolatey and the cream less cloy-
ing. Kraft developed 20 prototypes of
reduced-sugar Oreos and tested
them with Chinese consumers before
arriving at a formula that tasted
right. They also introduced different
packages, including smaller packets
for just 29 cents to cater to Chinese
buying habits.
The changes had a positive im-
pact on sales and prompted the com-
pany to ask some basic questions
challenging the core attributes of the
traditional Oreo cookie. Why does an
Oreo have to be black and white?
And why should an Oreo be round?
This line of questioning and an
ambition to capture a greater share
of the Chinese biscuit market led
C KIE
XECUTIVE SUMMARY:
or most of its 100-year existence, Oreo
spurred Kra
markets. W
resenting p
c o n of inO
n March 6, 2012, the fa-
mous cookie brand, Oreo,
celebrated its 100th birth-
day. From humble begin-
nings in a Nabisco bakery in New
York City, Oreo has grown to become
the bestselling cookie brand of the
21st century generating $1.5 billion
in global annual revenues. Currently
owned by Kraft Foods Inc, Oreo is
one of the company’s ...
EXECUTIVE SUMMARY For most of its 100-year existence, Oreo .docxSANSKAR20
EXECUTIVE SUMMARY:
For most of its 100-year existence, Oreo
was America’s best loved cookie, but today
it is a global brand. Faced with stagnation
in the domestic market, Kraft Foods moved
it into emerging markets where it made
some mistakes, learnt from them and
ultimately triumphed. This case study
looks at the strategies used to win over
customers in China and India.
By STEPHEN CLEMENTS, TANVI JAIN, SHERENE JOSE,
BENJAMIN KOELLMANN
March 31 2013 BUSINESS TODAY 109
CASE STUDY Oreo
SMA RT
spurred Kraft to turn to international
markets. With China and India rep-
resenting possibly the jewels in the
crown of international target mar-
kets due to their sheer size, Oreo was
launched in China in 1996.
The China launch was based on
the implicit assumption that what
made it successful in its home market
would be a winning formula in any
other market. However, after almost
a decade in China, Oreo cookies were
not a hit as anticipated, according to
Lorna Davis, in charge of the global
biscuit division at Kraft. And the
team even considered pulling Oreo
out of the Chinese market altogether.
In 2005, Kraft decided to re-
search the Chinese market to under-
stand why the Oreo cookie that was
so successful in most countries had
failed to resonate with the Chinese.
Research showed the Chinese were
not historically big cookie eaters.
According to Davis, Chinese con-
sumers liked the contrast of sweet
and bitter but “they said it was a little
bit too sweet and a little bit too bit-
ter”. Without the emotional attach-
ment of American consumers who
grew up with the cookie, the taste
and shape could be quite alien. In
addition, 72 cents for a pack of 14
Oreos was too expensive for the
value-conscious Chinese.
Kraft’s Chinese division used this
information to formulate a modified
recipe, making the cookie more
chocolatey and the cream less cloy-
ing. Kraft developed 20 prototypes of
reduced-sugar Oreos and tested
them with Chinese consumers before
arriving at a formula that tasted
right. They also introduced different
packages, including smaller packets
for just 29 cents to cater to Chinese
buying habits.
The changes had a positive im-
pact on sales and prompted the com-
pany to ask some basic questions
challenging the core attributes of the
traditional Oreo cookie. Why does an
Oreo have to be black and white?
And why should an Oreo be round?
This line of questioning and an
ambition to capture a greater share
of the Chinese biscuit market led
C KIE
XECUTIVE SUMMARY:
or most of its 100-year existence, Oreo
spurred Kra
markets. W
resenting p
c o n of inO
n March 6, 2012, the fa-
mous cookie brand, Oreo,
celebrated its 100th birth-
day. From humble begin-
nings in a Nabisco bakery in New
York City, Oreo has grown to become
the bestselling cookie brand of the
21st century generating $1.5 billion
in global annual revenues. Currently
owned by Kraft Foods Inc, Oreo is
one of the company’s ...