This document provides a marketing analysis and strategy for Adventure Excursions Unlimited (AEU), an adventure travel company. It analyzes AEU's target market of high-income individuals interested in extreme sports. It finds that while this market has grown at 10% annually, competition has increased. The analysis identifies AEU's strengths in customer service and loyalty but notes weaknesses in staffing and global reach. It recommends opportunities in online marketing and expanding trip offerings. Threats include economic changes and new entrants lowering prices. The document concludes with an overview of AEU's specialized adventure trips and competitors offering lower prices or expertise in a single sport.
The document discusses various corporate level strategies including stability, growth, retrenchment, and combination strategies. It describes stability strategies as maintaining the present course when there is no threat. Growth strategies include expanding market share through internal routes like diversification or external routes like mergers. Retrenchment strategies involve downsizing through divestment, liquidation or turnaround. A combination strategy example provided integrates stability, expansion and retrenchment elements. The document also discusses Porter's generic strategies of cost leadership, differentiation and focus as well as Miles and Snow's prospector, defender and analyzer adaptation models and the product life cycle model.
The document discusses strategies for achieving competitive advantage. It introduces Porter's value chain model which views a firm as a collection of primary and support activities that add value. The value chain can be used to identify processes that add or reduce value for customers. Developing strategies may involve planning better ways to meet customer demands, identifying value-adding processes, and looking beyond the firm's boundaries to its supply chain. Maintaining a competitive advantage requires being efficient, aware of competition, innovating technology, and recognizing that advantages are temporary.
Blue Ocean Strategy is a framework for creating new market space and making competition irrelevant. It involves reconstructing market boundaries and focusing on factors that can be eliminated, reduced, raised, or created to open up blue oceans of uncontested market space. The strategy canvas tool is used to analyze the current state and develop a new "to be" strategy. Six principles provide guidance on formulating a blue ocean strategy including reconstructing markets, focusing on the big picture, reaching beyond existing demand, and getting the strategic sequence right. Overcoming organizational hurdles and building execution into the strategy are important for successful execution.
This document discusses business-level strategy, defining it as an integrated set of actions a firm uses to gain a competitive advantage in a specific industry. It outlines the five main business-level strategies - cost leadership, differentiation, focused cost leadership, focused differentiation, and integrated cost leadership/differentiation - and discusses the competitive advantages, scope, value chain activities, risks, and relationship to Porter's Five Forces for each strategy. Choosing and implementing the right business-level strategy is important for a firm's success and depends on its internal resources and capabilities as well as external market conditions.
The Ansoff Matrix outlines four strategic options for business growth: market penetration, market development, product development, and diversification. These options differ in their levels of risk based on whether a company operates in existing or new markets and sells existing or new products. Market penetration carries the lowest risk by selling more of existing products in current markets, while diversification poses the highest risk as it involves entering unrelated markets with new products. The matrix provides a framework for managers to evaluate growth opportunities and associated risks.
The document discusses various corporate level strategies including stability, growth, retrenchment, and combination strategies. It describes stability strategies as maintaining the present course when there is no threat. Growth strategies include expanding market share through internal routes like diversification or external routes like mergers. Retrenchment strategies involve downsizing through divestment, liquidation or turnaround. A combination strategy example provided integrates stability, expansion and retrenchment elements. The document also discusses Porter's generic strategies of cost leadership, differentiation and focus as well as Miles and Snow's prospector, defender and analyzer adaptation models and the product life cycle model.
The document discusses strategies for achieving competitive advantage. It introduces Porter's value chain model which views a firm as a collection of primary and support activities that add value. The value chain can be used to identify processes that add or reduce value for customers. Developing strategies may involve planning better ways to meet customer demands, identifying value-adding processes, and looking beyond the firm's boundaries to its supply chain. Maintaining a competitive advantage requires being efficient, aware of competition, innovating technology, and recognizing that advantages are temporary.
Blue Ocean Strategy is a framework for creating new market space and making competition irrelevant. It involves reconstructing market boundaries and focusing on factors that can be eliminated, reduced, raised, or created to open up blue oceans of uncontested market space. The strategy canvas tool is used to analyze the current state and develop a new "to be" strategy. Six principles provide guidance on formulating a blue ocean strategy including reconstructing markets, focusing on the big picture, reaching beyond existing demand, and getting the strategic sequence right. Overcoming organizational hurdles and building execution into the strategy are important for successful execution.
This document discusses business-level strategy, defining it as an integrated set of actions a firm uses to gain a competitive advantage in a specific industry. It outlines the five main business-level strategies - cost leadership, differentiation, focused cost leadership, focused differentiation, and integrated cost leadership/differentiation - and discusses the competitive advantages, scope, value chain activities, risks, and relationship to Porter's Five Forces for each strategy. Choosing and implementing the right business-level strategy is important for a firm's success and depends on its internal resources and capabilities as well as external market conditions.
The Ansoff Matrix outlines four strategic options for business growth: market penetration, market development, product development, and diversification. These options differ in their levels of risk based on whether a company operates in existing or new markets and sells existing or new products. Market penetration carries the lowest risk by selling more of existing products in current markets, while diversification poses the highest risk as it involves entering unrelated markets with new products. The matrix provides a framework for managers to evaluate growth opportunities and associated risks.
The Shell Directional Policy Matrix (SDPM) is a refinement of the Boston Consulting Group Matrix that Shell uses to evaluate its strategic business units. The SDPM places each SBU on a grid based on the profitability prospects of its business sector on the horizontal axis and the SBU's competitive capabilities on the vertical axis. Each quadrant of the matrix indicates a different strategic recommendation, such as divesting SBUs in sectors with weak prospects and low competitive positioning, or focusing major resources on market leadership SBUs. The SDPM provides Shell a systematic framework to assess SBUs and guide strategic resource allocation decisions.
The document discusses Porter's three generic strategies: cost leadership, differentiation, and focus. It provides details on each strategy, including the strengths companies need to successfully implement each one and risks involved. It gives examples of companies like McDonalds, Apple, Medimix, and PepsiCo that have used cost leadership, differentiation, or focus strategies.
Strategies that strongly position the company against competitor and give the company strongest possible strategic advantage.
Competitive Strategies helps in:
Building profitable customer relationships
Gaining competitive advantage
Analyzing their competitors
This document summarizes Porter's generic competitive strategies framework, which identifies three strategies for achieving competitive advantage: cost leadership, differentiation, and focus (specialization). Cost leadership involves having the lowest costs, differentiation involves being unique in the industry, and focus involves targeting a narrow market segment. Examples of companies using each strategy are provided, along with criticisms of Porter's framework noting that companies can use hybrid strategies. The document concludes by introducing the blue ocean strategy as an alternative to Porter's framework.
The document discusses business-level strategies, including defining business-level strategy, the relationship between customers and strategy, and the five main types of business-level strategies: cost leadership, differentiation, focused cost leadership, focused differentiation, and integrated low cost/differentiation. It describes the purpose and characteristics of each type of strategy and the competitive risks they pose.
Analysing the external environment of business (i.e. general, competitive) milesweaver
The document provides an overview of a student appointment with Dr. Miles Weaver to discuss strategic management. It includes objectives for the lecture on identifying major external influences on organizations and analyzing tools like PESTLE analysis and Porter's Five Forces model. Key concepts that will be covered are environmental scanning, analyzing the internal and external environment, defining strategic intent and formulating strategies.
Strategic Management Previous Year Question Paper.pdfJayanti Pande
This document contains a solved question paper on Strategic Management from Rashtrasant Tukdoji Maharaj Nagpur University. It includes questions and answers on concepts like strategy, strategic management process, mission statements, environmental analysis, growth strategies, integration strategies, resources, Porter's five forces model, functional strategies and value chain analysis. Definitions, explanations, steps and examples are provided for key strategic management topics. The document is copyrighted and cannot be reproduced or distributed without permission.
Product life cycle & marketing strategyHitesh Sunny
Product life cycles have distinct stages - introduction, growth, maturity, and decline. Each stage requires different marketing strategies to address changing demand and competition.
During introduction, demand is low and profits are negative as costs are high. Marketing focuses on creating awareness through promotions. In growth, demand and profits rise as acceptance increases and prices stabilize. Mature products have slowing growth, so marketing emphasizes price reductions and feature changes. In decline, sales fall as new products satisfy customer needs, so marketing focuses on reducing expenses to extract remaining value.
The document discusses how product life cycles, demand, and optimal marketing strategies vary depending on the product, technology changes, and rate of customer adoption through innovators, early adopters,
The document discusses various tools and methods for analyzing industries, including qualitative and quantitative approaches. Qualitative approaches include analyzing the strengths, weaknesses, opportunities, and threats (SWOT) of an industry and its competitive landscape over the industry life cycle. Quantitative approaches include analyzing employment data, emolument (pay) data, and input-output relationships to understand industry performance and risk over time. The goal of industry analysis is to identify investment opportunities and understand how industries will perform in the future economic environment.
This document outlines five generic competitive strategies: low cost, differentiation, best cost provider, focused low cost, and focused differentiation. It discusses when each strategy is most applicable, how to implement each one, and potential downsides. The strategies range from aiming for the broadest customer base with an overall low cost approach, to targeting a niche segment with specialized differentiation or low costs. Implementing the strategies successfully requires controlling costs, understanding customer needs, and preventing competitors from copying the approach.
This document discusses various strategic management concepts including:
1. The four generic strategic alternatives of stability, expansion, retrenchment, and combination strategies.
2. Business level strategy and how firms formulate strategies to attract customers and create competitive advantages.
3. Corporate strategy and how large, diversified firms manage their various business units to maximize overall objectives.
4. Strategies in the global environment, including international, multi-domestic, global, and transnational strategies as well as strategic alliances.
Spirit Airlines: A Strategic Management Case StudyMarissa Pié
The document proposes a codesharing strategy between Frontier Airlines and Spirit Airlines to achieve network growth through market penetration. It recommends that Frontier and Spirit share risks and rewards by acting as operating and marketing carriers in each other's markets. This would allow both airlines to access new routes and cities, with Frontier providing routes from Denver and Spirit providing routes from Fort Lauderdale. The analysis shows this codesharing agreement could increase Frontier's revenue by 11.27% with minimal increased in expenses.
Umair Habib presents on defensive strategies. Defensive strategies are marketing plans designed to protect a company's market share, profitability, product positioning, or mind share. They include joint ventures, retrenchment, divestiture, and liquidation. Joint ventures allow companies to share risks and resources. Retrenchment involves cost cutting during declining sales. Divestiture sells off divisions, while liquidation sells all assets. Defensive strategies strengthen a firm's position and lessen the risk of attacks from competitors.
The document discusses Michael Porter's generic competitive strategies, including cost leadership, differentiation, and focus strategies. It provides examples of companies that employ each strategy and explains that the "stuck in the middle" strategy of attempting to adopt all three is difficult to implement and unlikely to provide a competitive advantage. Businesses should analyze their strengths to determine which single generic strategy is most appropriate rather than trying to be all things to all customers.
This document discusses corporate strategy and diversification strategy. It defines corporate strategy as determining what businesses an organization will compete in and how to allocate resources. The document outlines different levels of strategy and describes four approaches to corporate strategy: exit, expand, enhance, and extend. It then focuses on diversification strategy, discussing its purpose of entering new markets and forms such as horizontal, vertical, concentric, and conglomerate diversification. The advantages and disadvantages of diversification are also summarized.
Corporate level strategies involve determining a company's overall direction and scope. This includes stability strategies like maintaining the status quo, expansion strategies like diversification and internationalization to grow, and retrenchment strategies like downsizing or divestment. Expansion strategies allow companies to broaden their business and improve performance through activities such as concentrating on existing markets, integrating related business functions, diversifying into new products or markets, cooperating with other companies, and expanding internationally.
The document discusses mission statements and how they function within organizational hierarchies. It provides definitions for key terms like mission, aim, and objective. It also outlines characteristics of effective mission statements, such as being brief, flexible, distinctive, and inspiring. Criticisms discussed include that mission statements are sometimes vague, seen as PR exercises, and not fully supported by organizational actions. Examples of actual company mission statements are also provided.
A strategic business unit (SBU) is an autonomous division within a larger corporation that is focused on a specific product or market segment. SBUs have their own marketing plans and budgets to drive their individual profitability, while still being accountable to the larger parent company. They allow corporations to be flexible and responsive to changing economic conditions by delegating control over key performance factors to the independent SBU level.
Neurology-2016_Brochure-ilovepdf-compressedEva Jones
The document provides information about the 5th World Congress on Neurology and Therapeutics conference taking place from March 14-16, 2016 in London. It includes greetings from the Mayor of London Boris Johnson welcoming participants. The conference will bring together over 300 global participants and leaders in neurology to discuss topics like neurogenetics, neurodegenerative disorders, neuropediatrics, neurosurgery, neuroinfections and more. A preliminary schedule outlines the various sessions to be held over the three day event.
The Shell Directional Policy Matrix (SDPM) is a refinement of the Boston Consulting Group Matrix that Shell uses to evaluate its strategic business units. The SDPM places each SBU on a grid based on the profitability prospects of its business sector on the horizontal axis and the SBU's competitive capabilities on the vertical axis. Each quadrant of the matrix indicates a different strategic recommendation, such as divesting SBUs in sectors with weak prospects and low competitive positioning, or focusing major resources on market leadership SBUs. The SDPM provides Shell a systematic framework to assess SBUs and guide strategic resource allocation decisions.
The document discusses Porter's three generic strategies: cost leadership, differentiation, and focus. It provides details on each strategy, including the strengths companies need to successfully implement each one and risks involved. It gives examples of companies like McDonalds, Apple, Medimix, and PepsiCo that have used cost leadership, differentiation, or focus strategies.
Strategies that strongly position the company against competitor and give the company strongest possible strategic advantage.
Competitive Strategies helps in:
Building profitable customer relationships
Gaining competitive advantage
Analyzing their competitors
This document summarizes Porter's generic competitive strategies framework, which identifies three strategies for achieving competitive advantage: cost leadership, differentiation, and focus (specialization). Cost leadership involves having the lowest costs, differentiation involves being unique in the industry, and focus involves targeting a narrow market segment. Examples of companies using each strategy are provided, along with criticisms of Porter's framework noting that companies can use hybrid strategies. The document concludes by introducing the blue ocean strategy as an alternative to Porter's framework.
The document discusses business-level strategies, including defining business-level strategy, the relationship between customers and strategy, and the five main types of business-level strategies: cost leadership, differentiation, focused cost leadership, focused differentiation, and integrated low cost/differentiation. It describes the purpose and characteristics of each type of strategy and the competitive risks they pose.
Analysing the external environment of business (i.e. general, competitive) milesweaver
The document provides an overview of a student appointment with Dr. Miles Weaver to discuss strategic management. It includes objectives for the lecture on identifying major external influences on organizations and analyzing tools like PESTLE analysis and Porter's Five Forces model. Key concepts that will be covered are environmental scanning, analyzing the internal and external environment, defining strategic intent and formulating strategies.
Strategic Management Previous Year Question Paper.pdfJayanti Pande
This document contains a solved question paper on Strategic Management from Rashtrasant Tukdoji Maharaj Nagpur University. It includes questions and answers on concepts like strategy, strategic management process, mission statements, environmental analysis, growth strategies, integration strategies, resources, Porter's five forces model, functional strategies and value chain analysis. Definitions, explanations, steps and examples are provided for key strategic management topics. The document is copyrighted and cannot be reproduced or distributed without permission.
Product life cycle & marketing strategyHitesh Sunny
Product life cycles have distinct stages - introduction, growth, maturity, and decline. Each stage requires different marketing strategies to address changing demand and competition.
During introduction, demand is low and profits are negative as costs are high. Marketing focuses on creating awareness through promotions. In growth, demand and profits rise as acceptance increases and prices stabilize. Mature products have slowing growth, so marketing emphasizes price reductions and feature changes. In decline, sales fall as new products satisfy customer needs, so marketing focuses on reducing expenses to extract remaining value.
The document discusses how product life cycles, demand, and optimal marketing strategies vary depending on the product, technology changes, and rate of customer adoption through innovators, early adopters,
The document discusses various tools and methods for analyzing industries, including qualitative and quantitative approaches. Qualitative approaches include analyzing the strengths, weaknesses, opportunities, and threats (SWOT) of an industry and its competitive landscape over the industry life cycle. Quantitative approaches include analyzing employment data, emolument (pay) data, and input-output relationships to understand industry performance and risk over time. The goal of industry analysis is to identify investment opportunities and understand how industries will perform in the future economic environment.
This document outlines five generic competitive strategies: low cost, differentiation, best cost provider, focused low cost, and focused differentiation. It discusses when each strategy is most applicable, how to implement each one, and potential downsides. The strategies range from aiming for the broadest customer base with an overall low cost approach, to targeting a niche segment with specialized differentiation or low costs. Implementing the strategies successfully requires controlling costs, understanding customer needs, and preventing competitors from copying the approach.
This document discusses various strategic management concepts including:
1. The four generic strategic alternatives of stability, expansion, retrenchment, and combination strategies.
2. Business level strategy and how firms formulate strategies to attract customers and create competitive advantages.
3. Corporate strategy and how large, diversified firms manage their various business units to maximize overall objectives.
4. Strategies in the global environment, including international, multi-domestic, global, and transnational strategies as well as strategic alliances.
Spirit Airlines: A Strategic Management Case StudyMarissa Pié
The document proposes a codesharing strategy between Frontier Airlines and Spirit Airlines to achieve network growth through market penetration. It recommends that Frontier and Spirit share risks and rewards by acting as operating and marketing carriers in each other's markets. This would allow both airlines to access new routes and cities, with Frontier providing routes from Denver and Spirit providing routes from Fort Lauderdale. The analysis shows this codesharing agreement could increase Frontier's revenue by 11.27% with minimal increased in expenses.
Umair Habib presents on defensive strategies. Defensive strategies are marketing plans designed to protect a company's market share, profitability, product positioning, or mind share. They include joint ventures, retrenchment, divestiture, and liquidation. Joint ventures allow companies to share risks and resources. Retrenchment involves cost cutting during declining sales. Divestiture sells off divisions, while liquidation sells all assets. Defensive strategies strengthen a firm's position and lessen the risk of attacks from competitors.
The document discusses Michael Porter's generic competitive strategies, including cost leadership, differentiation, and focus strategies. It provides examples of companies that employ each strategy and explains that the "stuck in the middle" strategy of attempting to adopt all three is difficult to implement and unlikely to provide a competitive advantage. Businesses should analyze their strengths to determine which single generic strategy is most appropriate rather than trying to be all things to all customers.
This document discusses corporate strategy and diversification strategy. It defines corporate strategy as determining what businesses an organization will compete in and how to allocate resources. The document outlines different levels of strategy and describes four approaches to corporate strategy: exit, expand, enhance, and extend. It then focuses on diversification strategy, discussing its purpose of entering new markets and forms such as horizontal, vertical, concentric, and conglomerate diversification. The advantages and disadvantages of diversification are also summarized.
Corporate level strategies involve determining a company's overall direction and scope. This includes stability strategies like maintaining the status quo, expansion strategies like diversification and internationalization to grow, and retrenchment strategies like downsizing or divestment. Expansion strategies allow companies to broaden their business and improve performance through activities such as concentrating on existing markets, integrating related business functions, diversifying into new products or markets, cooperating with other companies, and expanding internationally.
The document discusses mission statements and how they function within organizational hierarchies. It provides definitions for key terms like mission, aim, and objective. It also outlines characteristics of effective mission statements, such as being brief, flexible, distinctive, and inspiring. Criticisms discussed include that mission statements are sometimes vague, seen as PR exercises, and not fully supported by organizational actions. Examples of actual company mission statements are also provided.
A strategic business unit (SBU) is an autonomous division within a larger corporation that is focused on a specific product or market segment. SBUs have their own marketing plans and budgets to drive their individual profitability, while still being accountable to the larger parent company. They allow corporations to be flexible and responsive to changing economic conditions by delegating control over key performance factors to the independent SBU level.
Neurology-2016_Brochure-ilovepdf-compressedEva Jones
The document provides information about the 5th World Congress on Neurology and Therapeutics conference taking place from March 14-16, 2016 in London. It includes greetings from the Mayor of London Boris Johnson welcoming participants. The conference will bring together over 300 global participants and leaders in neurology to discuss topics like neurogenetics, neurodegenerative disorders, neuropediatrics, neurosurgery, neuroinfections and more. A preliminary schedule outlines the various sessions to be held over the three day event.
Presentation Cross-innovation... the Amsterdam perspective...Xinnovate
The document discusses cross-innovation, or innovation between different industries. It provides examples of cross-innovations like Senseo coffee machines combining coffee pods. It also discusses how innovation is becoming more networked through open collaboration. The Cyclic Innovation Model is presented as a framework to structure innovation policy and analyze cases like Design Kaas cheese packaging and Kyboka multifunctional tools. The model shows innovation as a cyclic process involving trends, vision, leadership, and processes.
Adnan Khan is a software developer with 9 years of experience developing applications for banking and digital marketing domains using technologies like AngularJS, Java, Spring, and Hibernate. He has experience working as both an individual contributor and team lead on projects for clients including CDK Global, Finacle, and several banks. He is skilled in agile methodologies, test-driven development, and design patterns.
This document discusses supporting students with mental health problems in schools. It begins by defining mental health and well-being, noting that many students struggle with issues like anxiety, depression, and attention difficulties. The document then reviews literature showing schools play an important role in students' mental health and outlines the research background, aims, questions, and structure. It examines the role of government and authorities in implementing programs to develop students' social skills and mental well-being. Overall, the document analyzes how schools currently support students with mental health issues and ways to potentially improve these practices.
El documento describe un foco de infección en la ciudad debido a la basura acumulada en algunas áreas, lo que evidencia la inconsciencia de la gente y la falta de mantenimiento por parte de las autoridades municipales, quienes se han olvidado de mantener limpia la ciudad, por lo que escenas similares se pueden encontrar en otros puntos.
Presentatieslides van de webinar Cross Industry Innovation op 29 april 2016. Door Peter Bertels (FlandersDC) en Bart Devoldere (Vlerick Business School)
Metode epidemiologi adalah pendekatan penelitian yang digunakan untuk memperoleh informasi kesehatan masyarakat seperti angka kejadian penyakit. Terdapat dua jenis metode epidemiologi yaitu deskriptif yang mendeskripsikan hubungan antara faktor resiko dan kesehatan populasi, dan analitik yang menganalisis hubungan kausal antara faktor resiko dan hasil kesehatan.
Dokumen ini membahas masalah kesehatan lingkungan akibat pencemaran zat kimia seperti timbal dan benzena yang dapat memengaruhi kesehatan reproduksi wanita dan laki-laki serta perkembangan janin. Zat-zat kimia tersebut dapat menghambat spermatogenesis, menurunkan kesuburan, dan meningkatkan kematian janin atau bayi. Upaya pencegahan meliputi penggunaan bahan bakar rendah sulfur, daur ulang limbah ind
Dokumen tersebut membahas mengenai ragam investasi syariah berdasarkan jangka waktu, potensi risiko, perilaku investor, dan sektor-sektor investasi syariah seperti sektor keuangan (perbankan syariah, pasar modal syariah), dan sektor riil (aset produktif).
Running head PART A THE BACHELORETTE MARKETING PLAN1PART A T.docxtoltonkendal
The document provides a marketing plan for The Bachelorette L.L.C., a global beauty company. It includes a PESTEL analysis, description of target markets, marketing mix, and SWOT analysis. The short-term goals are to make the brand a household name through advertising and improve distribution efficiency within 6 months. Long-term goals are to gain more market share through customer retention, measuring goals, and evaluating profits. A justification is provided for the company's direct marketing and relationship-building strategy to be implemented over one year.
Running head miraculous touch llc1 miraculous touch llc10SHIVA101531
Miraculous Touch LLC is a health and beauty company that will provide services like massage, facials, and waxing in customers' homes in California. The company's marketing plan involves researching the target market of primarily young and middle-aged women, as well as creating segments based on demographics. Miraculous Touch will use strategies like social media promotion and competitive analysis to achieve its goals of increasing sales, customer satisfaction, and market share over five years. Performing regular analyses of key metrics will help the company evaluate its progress towards both short-term and long-term objectives.
Cover SheetProject Analysis ByMatthew PankeyBBA in Finance2011-20MerrileeDelvalle969
Cover SheetProject Analysis By:Matthew PankeyBBA in Finance2011-2021MGT 4810 W1-W2 Fall 2022
Executive SummaryExecutive Summary Johnson & Johnson is a multinational American company with headquarters in New Bunswick, New Jersey. Medical devices, pharmaceuticals, and consumer health are the three main business sectors of Johnson & Johnson, which was founded in 1886. J&J is a Fortune 500 firm with about 250 subsidiary businesses that operate in more than 60 countries and sell goods in more than 175 nations. To stand out from rivals, Johnson & Johnson relies on its products and innovation. With the help of this company analysis, students can examine every facet of Johnson & Johnson's operations as consultants. This pertinent data may be used to shed light on how J&J might enhance internal and external operations while enhancing its financial performance and stockholder value. The Strategic Management textbook and other trustworthy sources, such as Johnson & Johnson's annual reports, investor website, and news releases, were used to compile all of the information for this research. Through this capstone project, students can examine pertinent corporate finances and gain knowledge about the potential pitfalls of their chosen career pathways.I was able to get substantial Microsoft Excel knowledge with this assignment, which will help me as I begin to improve my career-related skills. Due to the significant study and analysis required to create each tool, I also had to learn good time management techniques. When examining a company's financials and annual reports to estimate its value, I also feel as though I learned knowledge.
Table of ContentsTable of ContentsTool 1:Historical AnalysisPage 4Tool 2:Mission Statement AnalysisPage 5Tool 3:Remote Environment AnalysisPage 7Tool 4:Competitive Profile MatrixPage 12Tool 5:Internal Factor EvaluationPage 14Tool 6:CohesionPage 17Tool 7:Generic StrategyPage 20Tool 8:Perceptual MappingPage 22Tool 9:GlobalizationPage 23Tool 10:Financial Ratios and BenchmarkingPage 25Tool 11:SWOTPage 30Tool 12:Financing Recommendations for SWOTPage 35
Tool 1Historical AnalysisPurpose: Identify which strategies have historically been successful and how they have affected revenue by relating recent strategic events inside the company to consumer health, medicines, medical devices, and overall revenues. Findings from this research will be used in a SWOT analysis to identify strengths and weaknesses. Data was taken from yearly reports by Johnson & Johnson.YearsGross RevenueConsumer HealthPharmaceuticalMedical Devices2011$82,584$14,053$45,572$22,9592012$82,059$13,898$42,198$25,9632013$81,581$13,853$40,734$26,9942014$76,450$13,602$36,256$26,5922015$71,890$13,307$33,464$25,1192016$70,074$13,507$31,430$25,1372017$74,331$14,496$32,313$27,5222018$71,312$14,697$28,125$28,4902019$67,224$14,447$25,351$27,4262020$65,030$14,883$24,368$25,7792021$93,775$14,635$52,080$27,060Recent Strategic Events2, 3March 2011: Acquires Crucell, a biopharmac ...
cover sheetProject Analysis ByMatthew PankeyBBA in Finance2011-20simisterchristen
The document provides an analysis of Johnson & Johnson conducted by Matthew Pankey for a BBA in Finance course. It includes 12 analysis tools examining J&J's history, mission statement, remote environment, competitors, internal/external factors, strategies, financials, and SWOT. The tools utilize data from annual reports, news, and textbooks to assess J&J's performance and recommend improvements. Key findings include opportunities in economic growth, talent acquisition, and consumer awareness for healthcare, as well as threats from regulations, inflation, and COVID-19.
Marketing Plan Cases in Marketing ManagmentCody Zahm
This document outlines the market strategy for RecruitUS, a new recruiting company. The strategy includes the company's mission to help connect high school athletes to college coaches, especially for smaller sports. It describes the target market as athletes aged 16-18 in several Midwestern states, as well as their parents. The strategy also discusses conducting market research, identifying strengths and weaknesses, competitors, and critical issues. It establishes financial objectives like achieving profitability in the first few years. The overall goal is to help more athletes receive college scholarships through RecruitUS' recruiting services.
1) AEGON N.V. is an international insurance, pension, and investment group based in The Hague, Netherlands with businesses in over 20 markets globally.
2) AEGON N.V. was ranked one of the world's top companies in 2009 by Forbes for its sales, profits, assets, and market value.
3) World Financial Group provides insurance, investment, and retirement planning products and services from select companies to help people achieve their financial goals.
1) AEGON N.V. is an international insurance, pension, and investment group based in The Hague, Netherlands with businesses in over 20 markets globally.
2) AEGON N.V. was ranked one of the world's top companies in 2009 by Forbes for its sales, profits, assets, and market value.
3) World Financial Group provides insurance, investment, and retirement planning products and services from select companies to help clients achieve their financial goals.
Running head COMPREHENSIVE MARKET PLAN .docxsusanschei
Running head: COMPREHENSIVE MARKET PLAN 1
COMPREHENSIVE MARKET PLAN 6
Comprehensive Market Plan
Michael Adams
Columbia Southern University
Comprehensive Market Plan
Overview of the company
Women on the Go is a startup company that specializing on advising women on clothing and how to purchase clothes that best suit them. The Company aims at the affluent women who have less time and knowledge on what and how to wear. Therefore, the Company using its esteemed workers like the fashion designers or fashion specialists can reach the clients either online or through physical contact. However, as much as Women on the Go gives first priority to affluence women the firm also serves other populations such as gentlemen but in a low percentage compared to their female counterparts.
Women on Go utilizes cutting out the middleman business model this is because the organization relies the impact of the middlemen to both the clients and that applies to the case of hiking of the prices when the demand increases. The Company has benefitted from the business model because they are in a position to engage the clients directly and through the process their interests, preferences and tastes are put into consideration and the aftermath to the situation is the profit increment (Allen & Helms, 2006). The organization’s mission, vision and objectives are clearly stated and every worker puts that into action that has resulted to the success for the Company for a long period of time. Similarly, they value clients and their satisfactory that why is it known despite the fact that it is a start-up company.
Market Research Strategies
In the need of ensuring that it remains relevant Women on Go should conduct market research so as to be in position to understand the nature of the target market and how to respond to the needs of the market. A good market research will bear information that will facilitate selection of the proper strategies. Market research analyzes information on the clients, competitors and the company before the decision is made on the best alternative. Therefore, it is important Women to Go should invest intensively on the same if they want to attain the profits level. The organization should put into consideration every finding from the market research because the smartness that will be observed in this case will directly affect the strategy to be used.
Women to Go should use the survey as the market research strategy. The survey will enable them to get the feedback from the customers about the services as well as how their specialists handle the clients. The fact that the Company is in its infancy stages it should be keen to ensure that the participants involved in the interview are among the loyal and esteem customer of the organization. The condition is important because these cli ...
If you can feel confident and comfortable presenting employee benefit programs to the owners and mangers of local businesses THIS is the career opportunity for you.
Healthcare marketing the optimization scenario1Nirmala N
In recent times Marketing Management is becoming more challenging and highly expensive. Organizations are realizing that internal resources are not enough to produce measurable results in a consistent manner. They face hardcore challenges in standardization and corporatization. The bare minimum fact in an Organization is that they are unable to fix the GAP between Operations and Marketing.
Optimize offers to undertake areas of challenges in an Organization and help Organizations to get optimized results even with minimal resources. Resources need to be optimized and not just utilized, and we empower you to achieve those results.
How Information System Impact Business And How It Can Win...Lucy Nader
Business managers must choose between cost leadership and differentiation strategies to gain a competitive advantage. Cost leadership involves having the lowest costs in an industry and charging average prices, while differentiation focuses on making products or services unique to appeal to customers. An example is Right Angle advertising agency, which chooses differentiation by offering specialized services rather than competing on cost. Managers must evaluate which strategy is best to make their business successful.
The proposed solution is a loyalty program called Amway Center Prime that uses a points and tier-based system. The program aims to increase revenue, obtain customer data, and improve communication between the venue and customers. Statistics show loyalty programs can boost profits per customer by 85% with only a 7% increase in loyalty. The program will reward members for attending events and offer specialized events exclusively for higher tiers.
BA Innovation Summit - Chicago 2015 - finalSamir A. Batla
ShapeUp is a company that provides wellness programs and data analytics to help make workplaces healthier. It was founded in 2006 and has since grown to serve many Fortune 500 companies worldwide. ShapeUp analyzes data from its wellness competitions and programs to provide insights into participant enrollment, engagement, health outcomes, and how non-motivational factors like weather, job function and team dynamics influence results. The goal is to help companies better understand their employee populations and facilitate healthy behaviors through customized messaging and program design.
BA Innovation Summit - Chicago 2015 - finalSamir A. Batla
ShapeUp is a company that provides wellness programs and data analytics to help make workplaces healthier. It was founded in 2006 and has since grown to serve many Fortune 500 companies worldwide. ShapeUp analyzes data from its wellness competitions and programs to provide insights into participant enrollment, engagement, health outcomes, and how non-motivational factors like weather, job function and team dynamics influence results. The goal is to help companies better understand their employee populations and facilitate healthy behaviors through customized messaging and program design.
This document outlines a marketing plan for a new Android app that aims to support growth in sports and fitness industries. The app will provide opportunities for self-promotion, connect professionals and athletes, and share educational content from experts. It will also sell merchandise and sports gear. The plan involves analyzing the market and target segments, developing pricing strategies, and designing integrated marketing communications channels over a scheduled period to launch the app.
The Signature Designer Is A Company Whose Vision Is To Provide Head To Toe Makeover Designing For Their Clients With The Unique Photography For Every Occasion. If We Talk About Makeover Styling So Signature Touch Is Having A Team Of Make Over Designer, Which Belongs To Well Branded Salons Like Lakme, Gitanjali, Affinity, Looks, Vlcc, Ambika Pillai & Tony & Guy, As Well As Media Houses Like Bindass, Doordarshion, Noida Film City, Boolywood.
Make Over Is Incomplete Without His Twin Sisters, “Wardrobe & Jewellery Designing” Do Not Shock, Yes Make Over Is All About Head To Toe. In Order To Gaining This Make Up, Wardrobe & Jewellery Designer Were Needed. Who Provide Custom Made Make Over Solutions. If We Talk About Wardrobe Designing, Signature Designer Provide Their Clients Well Versified & Diversified Wardrobe Designer Who Provide Custom Made Wardrobe Solution To Their Clients. As We All Know “A Great Wardrobe Design Made You To Remember What Is Beautiful About You”
The Signature Designer Is An Online Marketplace Of Curetted Fine Jewellery From Designers Across The India Only For You. We Are A Platform For Jewellery Lovers Seeking Modern, Contemporary Or Classic Designs With A Personal Touch. You Can Shop From Our Ready-To-Wear Designer Collection Or Customise Our Designs To Suit Your Personal Style. Seeking Design Excellence And Integrity, Variety And Style, We Have Assembled The Best In Jewellery Designs From Innovative Designers Around The India. Wearer. Our Jewellery Complements As Well As Compliments The Wearer, And Yet It Stands Part. Signature’s Designs Encompass Every Occasion From A Wedding To A Dinner Or A Cocktail Or To Simply Everyday Jewellery. We Bejewels Everyone From A Bride To A Lady Of Mature.
As We All Know In Order To Keep A Beautiful Memory Of Your Make Over All Of Your Lifetime, A Perfect Click Is Required, On This Note Signature Designer Provide A Team Of Best PHOTOGRAPHERS, Who Were Well Versed In Fashion, Beauty, Wedding, Family, Product & Architectural Photography. Photography’s Main Component Is Perception. Perspective Can Be Different For The Same Subject And It Makes All The Difference.
The Signature Designer Is A Company Whose Vision Is To Provide Head To Toe Makeover Designing For Their Clients With The Unique Photography For Every Occasion. If We Talk About Makeover Styling So Signature Touch Is Having A Team Of Make Over Designer, Which Belongs To Well Branded Salons Like Lakme, Gitanjali, Affinity, Looks, Vlcc, Ambika Pillai & Tony & Guy, As Well As Media Houses Like Bindass, Doordarshion, Noida Film City, Boolywood.
Make Over Is Incomplete Without His Twin Sisters, “Wardrobe & Jewellery Designing” Do Not Shock, Yes Make Over Is All About Head To Toe. In Order To Gaining This Make Up, Wardrobe & Jewellery Designer Were Needed. Who Provide Custom Made Make Over Solutions. If We Talk About Wardrobe Designing, Signature Designer Provide Their Clients Well Versified & Diversified Wardrobe Designer Who Provide Custom Made Wardrobe Solution To Their Clients. As We All Know “A Great Wardrobe Design Made You To Remember What Is Beautiful About You”
The Signature Designer Is An Online Marketplace Of Curetted Fine Jewellery From Designers Across The India Only For You. We Are A Platform For Jewellery Lovers Seeking Modern, Contemporary Or Classic Designs With A Personal Touch. You Can Shop From Our Ready-To-Wear Designer Collection Or Customise Our Designs To Suit Your Personal Style. Seeking Design Excellence And Integrity, Variety And Style, We Have Assembled The Best In Jewellery Designs From Innovative Designers Around The India. Wearer. Our Jewellery Complements As Well As Compliments The Wearer, And Yet It Stands Part. Signature’s Designs Encompass Every Occasion From A Wedding To A Dinner Or A Cocktail Or To Simply Everyday Jewellery. We Bejewels Everyone From A Bride To A Lady Of Mature.
As We All Know In Order To Keep A Beautiful Memory Of Your Make Over All Of Your Lifetime, A Perfect Click Is Required, On This Note Signature Designer Provide A Team Of Best PHOTOGRAPHERS, Who Were Well Versed In Fashion, Beauty, Wedding, Family, Product & Architectural Photography. Photography’s Main Component Is Perception. Perspective Can Be Different For The Same Subject And It Makes All The Difference.
PlantiCorner is a proposed subscription box service that provides eco-friendly home and beauty products. It aims to educate customers and offer various sustainable products. The business plan outlines key aspects including value proposition, competitive advantages, revenue model, organizational structure, and timeline. If launched, PlantiCorner would be the first eco-friendly subscription box service in the UAE, allowing it to meet an existing market need while differentiating itself from competitors through its product selection and worldwide shipping.
Running head Mission, vision, and values. .docxtodd581
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Running head Mission, vision, and values. .docxglendar3
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
1. Running Head: COMPETITIVE MARKETING STRATEGY 1
Competitive Marketing Strategy of Adventure Excursions Unlimited
Student’s Name
Code
Subject
University
Course
Supervisor
Date
2. COMPETITIVE MARKETING STRATEGY 2
Introduction
Marketing Research is the key to success for any organization because it helps to know
the position of the company in the market in which its operate. The company needs to plan its
marketing strategy as per the information observed from the research for providing a hard
competition to its rivals and seek success in the long run. This report is made on the Adventure
Excursions Unlimited (AEU) that is a travel or adventure sports, organizing company that
operates its business in the USA. This company was formed in the year 2001 by its founders
Jillyn Certo, Jordan Stephen and Loren Marlo (Adventuresunlimited.com, 2015). The company
provides travel packages and hard adventure sports to high profile celebrity and wealthy clients
those who are fond of adventure traveling and sports. As it is known that tourism is a growing
industry that annually grows at the rate of 4%. But the adventure sports industry is a more
rapidly growing industry that is growing at a pace of 10% annually. It is a quite different industry
that makes the organization have only a few competitors. This type of business is of different
prospect; it needs a good marketing strategy, to seek growth in the long run. Here in this report
the competitive marketing strategy of the company has been discussed to know the marketing
plans of the company that helps the company to gain the advantage over its competitors.
Market Analysis
AEU has been operating in the market for a decade and it is important for the company to
have a good marketing plan to continue its success and increase its future profitability to seek
growth in the market. As it is already known that the company is offering hard adventure trips to
wealthy people, it mainly targets people how have personal income more than $75000 per year.
It also targets people who are more health conscious. The main customers of this company are
3. COMPETITIVE MARKETING STRATEGY 3
doctors, bankers, lawyers, and executives, etc. who are health concerns, adventurous and wealthy
people. The main service users of this company are located in the urban area in the USA and are
mostly married couples. Along with the growing demand for this type of services, the market is
also becoming saturated with the competitive service providers, but AEU is differentiated from
its competitors by its unique services offered.
Market Analysis
2010 2011 2012 2013 2014
Potential
Customers
Growth
High-income
health-
conscious
individuals
12% 3605002 4037602 4522114 5064768 5672540
Young, active
"trustafarians"
5% 775665 814448 855171 897929 942826
Other 0% 0 0 0 0 0
Total 10.19% 4,380,667 4,852,050 5,377,285 5,962,697 6,615,366
It can be seen from the above table that during the last five years the company has sought
a growth of 10% of its customers. That is, the customers of the company have grown at a rate of
10% every year. It is quite more than any industry. But with the growing demand and increase in
the customers, the competition in the market has also increased that has pressurized the company
to differentiate its products and services from its competitors.
4. COMPETITIVE MARKETING STRATEGY 4
Figure: Market Analysis
That above figure shows that the customer base of the company is consumed mostly by
the high income and health conscious person that almost consumes 73% of the total database.
While the rest of the part is consumed by young and active consumers who are adventurous and
sport loving people.
Needs of Market
The company provides its customers with different hard adventure sports and activities
that attract its customers that are adventure loving people and wealthy clients. Mostly all its
competitors target at low-income level people, but AEU target high income earning people.
Therefore, it needs a good marketing strategy to attract its customers (Haluk Köksal, 2008). As it
is already known from the market research that the companies that target wealthy customers
provides soft adventure activities. But as the customers demand something different from that of
soft spots, the AEU is the best choice for this type of customers. The activities and services
5. COMPETITIVE MARKETING STRATEGY 5
provided by this company involve a high level of risk which attracts more customers and helps
the company to seek growth in the highly competitive market.
Market Trends
For developing a business, it is important to know the market trends to assess the risk for
the company and take necessary steps to minimize the risk. From the market research, it has been
seen that the market has a growth rate of 3% in the year 1999 which increased at a high pace. At
present, the industry seeks a growth rate of 10.19% that helps the company to develop its
business as per the need of the market. Adventure travel is the most growing part of the travel
industry and the recent increase in the people taking part in the extreme sports. The increased
revenue of the industry has made the segment the most successful part of the industry (Chen,
2014).
Figure: Market Trend
0
1000000
2000000
3000000
4000000
5000000
6000000
2010 2011 2012 2013 2014
High-income health-
conscious individuals 12%
Young, active
"trustafarians" 5%
6. COMPETITIVE MARKETING STRATEGY 6
SWOT Analysis
To understand the success of the marketing strategy of the company it is important to
know the pros and cons of the company. For observing the pros and cons of the strategy of the
company SWOT analysis of the strategy has been made that helps to know about the weakness
and strengths of the company. It also helps to know about the opportunity and threats regarding
the company.
Strength:
The company has a low customer to employee ratio that reduces the cost and expense of
the company.
It has a good human resource that is highly trained and capable of handling high-profile
customers.
It has a high level of customer loyalty for its repeating customers.
It provides a high-end, unique and good quality service.
Weakness:
The biggest challenge for AUE is to find highly skilled and capable workers who have a
customer oriented attitude.
It faces a huge trouble in providing new offers and tips for its customers to meet the
needs of the competitive market.
It has most of its customer base in the US that prevents the company from globalized
communication.
Opportunity:
7. COMPETITIVE MARKETING STRATEGY 7
The market is growing and still yet not saturated. There are only a few competitors of the
company that provides the same type of services and, therefore, provide the company a
great opportunity to expand.
As most of its customers are high income earning people or a younger generation person.
These people are addicted to the use of the internet provides the company an opportunity
to promote its business through the internet as all around the globe.
The company has an opportunity to spread its overhead costs by increasing the number of
trips offered.
Threat:
Change in the economy affects the industry.
As it is an open market, there is a threat of entrance of new service provider in the market
that increases the level of competition.
The increase in the terrorist attacks affects the number of customers.
Services offered by the company
AEU Company provides hard adventure sports services to its customers. It ranks the top
most in the industry because of its high-quality package of traveling for extreme adventurous
sports trips that makes it unique in the industry. From the beginning, the company offered mainly
six different trips of Heli-skiing in Canada, New Zealand, and India, water rafting trip to Costa
Rica and New Zealand. It also provides mountain biking trips from New Mexico to Montana
(Adventuresunlimited.com, 2015). As it has been seen that the target customers of the company
are young generation people who like hard sports and adventurous journey. The company offer
them with the service of their choice and charge them with a monopoly amount because of their
8. COMPETITIVE MARKETING STRATEGY 8
unique service. AEU serve the market as unique and top quality service provider that allows the
customers with custom services as per the choice of the consumers. The company provides all
services starting from booking to the final satisfaction of the customers. The company is a
customer oriented company that believes in the satisfaction of the customers as its main motto.
They provide luxury accommodations, celebrity exposure, gourmet food and entertainment to its
customers. The main tours provided by the company are the mountain bike tours and helicopter
skiing tours. At present, the company also provides many different unique trips that differentiate
the company from its competitors.
Competition in the market
Pros and cons of the competitors
AEU has two different primary types of competitors in the market. The first type o0f
competitors for the company are the adventure sports providers who are specialized in providing
one type of hard sport adventure trips like water rafting or helicopter skiing. These types of
competitor possess strength because of providing only one type of sports activity in which they
are expertise. They provide the same trip at a low cost because of their expertise in the field.
Though this type of competitors has few weaknesses of providing an indifferent activity that is
already provided by the company. This type of competitors does not have resources to support
the extra desires of the customers that make the competitors lag behind AEU. They cannot serve
their customers in the way AEU provide their service. But the most competitive approach of the
rival companies is the cheap price charged for the service. This issue is of high concern, and the
company loses its customer base because of the high price charge.
9. COMPETITIVE MARKETING STRATEGY 9
The company that charges a high price mainly provides soft sports packages to its
customers that also strengthen up the services provided by the company. The trips offered by
these type of competitors, mainly include low-risk activities and sightseeing. The main
advantages of this type of competitors are the goodwill and huge knowledge of the industry.
They mainly hire key management staffs for providing services to their customers. Some of these
types of competitors have experience of more than twenty years in this field. Therefore, they are
capable of offering trips at a lower rate.
Main difficulties for the company:
It becomes difficult for the company to decide the price of their services because of the
high competition in the market.
Most of the activities provided by AEU are seasonal. Therefore, for earning recurring
revenue, the company depends on few services and need to develop those services for
ongoing revenue earning in the off seasons.
As most of the services provided by the company are seasonal, it becomes difficult for
the company to predict the weather for the areas. Here the trips are conducted to make the
trip successful to earn the satisfaction of the customers. Here the second type of
competitors wins the game because of their simple service offers and good reputations.
Substitute or competing products:
There are different substitute products or services that are offered by the competitors to
gain a competitive advantage over the company. Motor trips, theme parks, and cruises are some
of the alternates of the services offered by the company. Some of the substitutes are less
expensive and more attractive than the services offered by the company. Therefore, the company
10. COMPETITIVE MARKETING STRATEGY 10
needs better promotion and advertising strategy to attract more customers and earn better
revenue.
Marketing strategy
The company uses different communication techniques to develop the marketing strategy
for the gaining competitive advantages over its competitors. The company mainly depends on the
internet for promoting its business. AEU uses a website to deal all its marketing operations and
believes in the continuous development of the website for the welfare of the company. Another
media for marketing is the magazine advertising that helps the company to aim its target
consumers. Magazine advertisement helps the company to promote its services of high and hard
adventure sports. It makes the business of the company visualized before the customers. The
company also promotes its activities and new schemes through email letters to its loyal customer
base. The newsletter helps the company to serve its old and loyal customers in a better way
(Czepiel, 1992). As the company progress in the industry, it targets to aim new segments of the
industry to expand the business. As the products and strategy of the company are planned
keeping in mind the competitive pressure in the market. The company wants to expand the
business by introducing new products to meet the increasing competition in the market.
Missionof the Company
The mission of the AEU is to provide the best service to its customer to get the
satisfaction of the customers. It wants its customers to be happy with the services it provides to
retain its old customers and attract new people. The main aim of the AEU is to maintain and
attract the customers. They aim to maximize their customer base.
Marketing Objectives
11. COMPETITIVE MARKETING STRATEGY 11
To maintain growth for the company that will positively affect the revenue earning of the
company.
Want to increase the base of new customers and turn them into long-term revenue
providers.
To get the recognition as the best hard sports adventure trip organizing company.
Financial Objectives
Reduce the fixed overhead cost to increase the profitability of the company.
Decreasing the variable cost, by gaining more experience and expertise in the best fields
from where the company can earn more revenue.
Seek growth in double digits to expand the business.
Target Market
The AEU Company targets two different types of population:
Young and active people: These types of people are younger generation people who have
a lot of disposable income that attracts them to adventure trips. They mainly live in urban areas
and are a regular user of the internet. These people like to take part in outdoor activities that help
the company to earn revenue for this target group.
Health conscious and high income earning people: These are mainly health conscious
people and high income earning people who are fond of extreme sports trips. The individual
income of this group is minimum $75000. This type of people works hard in their daily life and
loves to spend their vacations on adventurous trips (Hooley, Saunders & Piercy, 2004).
Positioning in the Market
12. COMPETITIVE MARKETING STRATEGY 12
The company wants to promote itself and consume the position of the best luxurious hard
adventure trip organization company. It priced its products as per the requirement of the
consumers to meet the increasing competition in the market. The position of the company brings
in front the competitive edge of the company. The company provides the best extreme sports
trips to its customers without any budget limitations. They serve the customers in a better way by
providing exclusive trips. The service provided by the company and the trips organized by the
company is better than any other company that provides the company a competitive advantage.
Marketing Mix
The marketing mix of the company is divided into the following four P’s that are as
follows (Kelley, 1972):
Product: The Company tends to develop new products to attract more customers to
increase the customer base of the company. To seek growth and operate in the highly
competitive market, the company needs to develop new products and services to differentiate
from its competitors.
Pricing: The Company charges a higher price for the services provided by them because
of the unique trips and best quality offers. It does not compete with the price of its product
because its products and services are different and superior from its competitors.
Promotion: The Company promotes its products and services through internet and
magazine advertisements. The company mainly targets young, and high income earning people
who are regular users of the internet. The company operates its maximum workings through the
official websites that make the work of promotion easier for the company. It believes in
customer’s satisfaction that helps the company to retain its customers and promote the business.
13. COMPETITIVE MARKETING STRATEGY 13
Place: the company is concerned about the position of the business in the market. It tends
to develop its products and promote its business to maximize the position of the company. The
company operates throughout the world, but its maximum customer base is in the USA. The
company aims to expand its customer base throughout the world.
Marketing Research
Marketing research is important to understand the success rate of the company with the
prevailing market strategy. The company focuses on developing its marketing plans to develop
its business and expand the operations across the globe. But for doing that the company needs to
research the market and know the demand of the customers from the company. It is important for
the company to research the market to know the exact position of the company in the competitive
niche (Walker, 2004). The company needs to observe the customer feedback and develop the
products and services as per their need. It helps to use the ideas and information gather from the
customers in further decision making of the company. The company constantly looks into the
working of its competitors to observe the changes made by them in their business model and
offerings to meet the growing competition in the market. As the success of the company depends
on the customer’s attention, hence it mainly aims at attaining the attention of the customers with
new and exciting offers. The company still needs for growth because there is no end when the
sky is the limit. Therefore, for further growth the company needs to keep in mind some critical
issues that are as follows (Adventuresunlimited.com, 2015):
Building brand awareness among the target customers that will help to increase the
customer base.
Better fiscal planning for expansion and long run success.
14. COMPETITIVE MARKETING STRATEGY 14
Expansion at a proper rate and take a wise decision to reduce the expansion cost.
Conclusion
Adventure Excursions Unlimited is one of the best hard sports, a travel organizing
company of the USA that focus on customer satisfactions as their main aim. It differentiates its
products and services from its competitors by providing extreme sports trips and the best quality
of accommodation. The company plans its marketing strategy to get a competitive advantage
over its competitors. It is the top service provider in its field and target high-income customers
who are fond of extreme sports and are health concerned. The company plans and designs its
products and services as per the demand of the customers which makes it unique among the
market niche. Hence, the marketing strategy planned by the company is the source of
competitive edge for the company.
15. COMPETITIVE MARKETING STRATEGY 15
References
Adventuresunlimited.com,. (2015). Florida Panhandle Adventure, Canoe Pensacola, Florida
Cabin Rentals, Overnight Canoe Trip - Adventures Unlimited. Retrieved March 2015, from
http://www.adventuresunlimited.com/
Chen, Z. (2014). The Research on Development of Sports Tourism and Sports Marketing
Model. AMR,926-930, 4049-4052. doi:10.4028/www.scientific.net/amr.926-930.4049
Czepiel, J. (1992). Competitive marketing strategy. Englewood Cliffs, NJ: Prentice Hall.
Haluk Köksal, M. (2008). How export marketing research affects company export
performance.Mrkting Intelligence & Plan, 26(4), 416-430.
doi:10.1108/02634500810879313
Hooley, G., Saunders, J., & Piercy, N. (2004). Marketing strategy and competitive positioning.
Harlow, England: Prentice Hall Financial Times.
Kelley, E. (1972). Marketing planning and competitive strategy. Englewood Cliffs, N.J.:
Prentice-Hall.
Walker, G. (2004). Modern competitive strategy. Boston: McGraw-Hill/Irwin.