This document provides a report on the marketing management of Kascade, a new British brand that sells raincoats, rubber boots, and umbrellas. The report includes a PESTLE analysis, market research findings, competitor research, customer research, and a SWOT analysis. It outlines Kascade's vision, mission, values, and corporate objectives. The report also includes profit and loss forecasts, marketing objectives, and SMART objectives for Kascade, which include achieving the break-even point by the end of the first year and creating £20,000 in profit by the end of the second fiscal year.
This dissertation investigates Asda's pricing strategies and their impact on customer perception of Asda. Asda focuses on cost leadership and aims to provide value-oriented products at low prices compared to competitors. Understanding customer expectations and perceptions of pricing strategies is important as customer attitudes can impact which supermarket they choose. The research includes a literature review on topics like supply and demand, marketing mix, pricing strategies, and consumer motivation factors. A questionnaire was also used to gather primary data on customer demographics, supermarket popularity, and views on Asda's promotion pricing. The findings provide insights for Asda on how their pricing approaches influence customer choice and perception.
Influence of Location and Quality of Service on Customer Satisfaction at PT. ...ijtsrd
This study aims to determine “The effect of location and service quality on customer satisfaction at PT. Transmart Carrefour Plaza Medan Fairâ€. This type of research uses explanatory research explanatory research . The population in this study are customers who come and shop at PT. Transmart Carrefour Plaza Medan Fair. The number of research samples used in this study was 60 people, the sampling technique used in this study was simple random sampling. Collecting data using a questionnaire with a Likert scale which has five alternative answers and distributed to respondents.The results of this study indicate that the location has a positive and significant effect on customer satisfaction because the t value is 4.269 t table 1.672 and a significant value is 0.000 0.05. significant 0.000 0.05. Location and service quality together have a positive and significant effect on customer satisfaction with a calculated F value of 20.619 F table 3.16 and a significant value of 0.000 0.05. From the results of the analysis, the adjusted R Square value of 0.399 means that the location and quality of service can simultaneously contribute as much as 39.9 while the remaining 60.1 is a variable not observed in this study. Nurlelawati Manurung | HD. Melva Sitanggang | Lasman Eddy Bachtiar "Influence of Location and Quality of Service on Customer Satisfaction at PT. Transmart Carrefour Plaza Medan Fair" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46412.pdf Paper URL : https://www.ijtsrd.com/management/consumer-behaviour/46412/influence-of-location-and-quality-of-service-on-customer-satisfaction-at-pt-transmart-carrefour-plaza-medan-fair/nurlelawati-manurung
Here are the distances between the following toothpaste brands based on your perception:
Colgate - Close Up: 3
Colgate - Pepsodent: 2
Colgate - Meswak: 4
Colgate - Babool: 5
Colgate - Dabur Red: 4
Close Up - Pepsodent: 2
Close Up - Meswak: 3
Close Up - Babool: 4
Close Up - Dabur Red: 3
Pepsodent - Meswak: 3
Pepsodent - Babool: 4
Pepsodent - Dabur Red: 2
Meswak - Babool: 2
Meswak - Dabur
Analysis of the Determinants of Fish Quality in Export MarketsYogeshIJTSRD
This document summarizes a research paper about the determinants of fish quality in export markets. It discusses that quality is defined by customers and is achieved through various identifiable activities. The key determinants of quality identified are organoleptic assessment, chemical assessment, instrumental testing methods, proper storage, transportation and packaging. Maintaining close relationships with foreign customers helps identify the specific quality requirements of different export markets. However, the export firms studied do not have formal agreements with European wholesalers and so the business relationships do not directly contribute to determining quality standards required by importers.
Report on ''prospect of digital marketing for pharmaceutical companies of ban...Zubayar Rahman
This document provides a summary of a term paper submitted by Zubayar Rahman to their professor on the topic of "Prospect of Digital Marketing for Pharmaceutical Companies of Bangladesh". The summary includes:
1) An introduction to the topic and objectives of evaluating digital marketing prospects for pharmaceutical companies in Bangladesh.
2) A literature review summarizing several sources that express the growing scope and importance of digital marketing in the pharmaceutical industry.
3) An overview of the pharmaceutical industry in Bangladesh and some key statistics on market size and growth of major companies.
4) A high-level discussion of six emerging needs for digital strategy in the pharmaceutical industry based on new communication tools, informed patients, data-driven approaches
The strong brand equity value has turned into an exceptionally critical element that influences customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.
7. hapzi ali, et al., 2016, mercu buana univversity,ijer scopusHapzi Ali
Prof. Dr. Hapzi Ali, CMA
Universitas Mercu Buana (Mercu Buana University), Jakarta Indonesia
Bidang Ilmu: Marketing & Business Management, Research Method, MIS, Good Corporate Governance
www.mercubuana.ac.id.
email: hapzi.ali@gmail.com, hapzi.ali@mercubuana.ac.id
This document is a thesis that examines the effects of retail environment and image on consumer opinions. It provides background on extensive renovations undertaken by major retailers to strengthen their brand images. Research suggests consumers are influenced by the total retail experience, including the store atmosphere and image portrayed. The thesis will compare the effects of a higher image "hard corner" setting for the Georg Jensen brand versus a lower image "soft corner" setting, within the Finnish department store Stockmann. It aims to study how ambient and design elements, as well as price and quality perceptions and purchase intentions, differ between the two retail environments.
This dissertation investigates Asda's pricing strategies and their impact on customer perception of Asda. Asda focuses on cost leadership and aims to provide value-oriented products at low prices compared to competitors. Understanding customer expectations and perceptions of pricing strategies is important as customer attitudes can impact which supermarket they choose. The research includes a literature review on topics like supply and demand, marketing mix, pricing strategies, and consumer motivation factors. A questionnaire was also used to gather primary data on customer demographics, supermarket popularity, and views on Asda's promotion pricing. The findings provide insights for Asda on how their pricing approaches influence customer choice and perception.
Influence of Location and Quality of Service on Customer Satisfaction at PT. ...ijtsrd
This study aims to determine “The effect of location and service quality on customer satisfaction at PT. Transmart Carrefour Plaza Medan Fairâ€. This type of research uses explanatory research explanatory research . The population in this study are customers who come and shop at PT. Transmart Carrefour Plaza Medan Fair. The number of research samples used in this study was 60 people, the sampling technique used in this study was simple random sampling. Collecting data using a questionnaire with a Likert scale which has five alternative answers and distributed to respondents.The results of this study indicate that the location has a positive and significant effect on customer satisfaction because the t value is 4.269 t table 1.672 and a significant value is 0.000 0.05. significant 0.000 0.05. Location and service quality together have a positive and significant effect on customer satisfaction with a calculated F value of 20.619 F table 3.16 and a significant value of 0.000 0.05. From the results of the analysis, the adjusted R Square value of 0.399 means that the location and quality of service can simultaneously contribute as much as 39.9 while the remaining 60.1 is a variable not observed in this study. Nurlelawati Manurung | HD. Melva Sitanggang | Lasman Eddy Bachtiar "Influence of Location and Quality of Service on Customer Satisfaction at PT. Transmart Carrefour Plaza Medan Fair" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46412.pdf Paper URL : https://www.ijtsrd.com/management/consumer-behaviour/46412/influence-of-location-and-quality-of-service-on-customer-satisfaction-at-pt-transmart-carrefour-plaza-medan-fair/nurlelawati-manurung
Here are the distances between the following toothpaste brands based on your perception:
Colgate - Close Up: 3
Colgate - Pepsodent: 2
Colgate - Meswak: 4
Colgate - Babool: 5
Colgate - Dabur Red: 4
Close Up - Pepsodent: 2
Close Up - Meswak: 3
Close Up - Babool: 4
Close Up - Dabur Red: 3
Pepsodent - Meswak: 3
Pepsodent - Babool: 4
Pepsodent - Dabur Red: 2
Meswak - Babool: 2
Meswak - Dabur
Analysis of the Determinants of Fish Quality in Export MarketsYogeshIJTSRD
This document summarizes a research paper about the determinants of fish quality in export markets. It discusses that quality is defined by customers and is achieved through various identifiable activities. The key determinants of quality identified are organoleptic assessment, chemical assessment, instrumental testing methods, proper storage, transportation and packaging. Maintaining close relationships with foreign customers helps identify the specific quality requirements of different export markets. However, the export firms studied do not have formal agreements with European wholesalers and so the business relationships do not directly contribute to determining quality standards required by importers.
Report on ''prospect of digital marketing for pharmaceutical companies of ban...Zubayar Rahman
This document provides a summary of a term paper submitted by Zubayar Rahman to their professor on the topic of "Prospect of Digital Marketing for Pharmaceutical Companies of Bangladesh". The summary includes:
1) An introduction to the topic and objectives of evaluating digital marketing prospects for pharmaceutical companies in Bangladesh.
2) A literature review summarizing several sources that express the growing scope and importance of digital marketing in the pharmaceutical industry.
3) An overview of the pharmaceutical industry in Bangladesh and some key statistics on market size and growth of major companies.
4) A high-level discussion of six emerging needs for digital strategy in the pharmaceutical industry based on new communication tools, informed patients, data-driven approaches
The strong brand equity value has turned into an exceptionally critical element that influences customers' behaviour of a brand. Success brand management climbs from understanding and overseeing brand equity fittingly to create the characteristics that will impact customers' behaviour when settling on their decisions. The study makes use of primary and secondary data relating to consumers’ behaviour and brand equity. Data collected from 100 customers from two major cities in odisha. Convenient sampling method is adopted for the selection of samples. This paper stresses on the examination of the effect of purchaser behaviour and brand equity dimensions on purchase of durable products. Spearman's Correlation Coefficient is used for analysis and interpretation in order to study the difference among the purchase value of durable goods, consumer’s buying behaviour of durable goods, brand awareness, brand image, perceived quality, brand association and brand loyalty.
7. hapzi ali, et al., 2016, mercu buana univversity,ijer scopusHapzi Ali
Prof. Dr. Hapzi Ali, CMA
Universitas Mercu Buana (Mercu Buana University), Jakarta Indonesia
Bidang Ilmu: Marketing & Business Management, Research Method, MIS, Good Corporate Governance
www.mercubuana.ac.id.
email: hapzi.ali@gmail.com, hapzi.ali@mercubuana.ac.id
This document is a thesis that examines the effects of retail environment and image on consumer opinions. It provides background on extensive renovations undertaken by major retailers to strengthen their brand images. Research suggests consumers are influenced by the total retail experience, including the store atmosphere and image portrayed. The thesis will compare the effects of a higher image "hard corner" setting for the Georg Jensen brand versus a lower image "soft corner" setting, within the Finnish department store Stockmann. It aims to study how ambient and design elements, as well as price and quality perceptions and purchase intentions, differ between the two retail environments.
Satisfaction level of women users in honda activa in annamanada grama panjayath akhilplakkal
This document discusses a study on the satisfaction level of women users of the Honda Activa scooter in Annamanada Grama Panchayath. The objectives of the study are to determine women users' satisfaction levels, analyze factors influencing their selection of the Honda Activa, and identify the most common Honda Activa model used by women. The study uses a sample of 50 women scooter owners and collects primary data through questionnaires. The data is analyzed using statistical tools like percentage analysis and charts. The study aims to help understand customer satisfaction levels and identify reasons for preferences in order to help Honda Activa maintain customer loyalty.
UNDERSTANDING CONSUMER PURCHASING BEHAVIOUR AND CONSUMPTION IN THE ORAL CARE ...TIEZHENG YUAN
The key findings from the secondary research are:
1. Young adults aged 16-24 are most interested in teeth whitening benefits from oral care products.
2. While hygiene benefits like preventing cavities and gum disease are important, consumers increasingly seek cosmetic benefits like whitening teeth.
3. Toothpaste manufacturers offer a variety of products focused on both hygiene and cosmetic benefits like whitening teeth.
This dissertation examines the various factors that influence consumers' decisions to shop at Sainsbury's PLC in the UK. The author conducted primary research through interviews with colleagues at a Sainsbury's store and a customer survey. Key factors identified were price, quality, promotions, and customer service. The majority of customers surveyed were most concerned about product prices. The research used both quantitative and qualitative methods to understand consumer concepts and test hypotheses. Findings will help Sainsbury's gain competitive advantages and understand customer loyalty.
BRAND ORIENTATION OF SMALL ENTERPRISES: A STUDY BASED ON APPARELS INDUSTRY IN...ijmvsc
This document summarizes a research paper on brand orientation of small apparel enterprises in Khulna City, Bangladesh. The paper studies how brand orientation relates to business performance for small businesses operating in different contexts. Through a qualitative research approach, the paper aims to contribute empirical evidence that branding is important for small businesses as well as large firms. It also provides practical guidance for small business owners on whether and when brand orientation can improve business performance.
Warren final assignment(international market planning).niraj kumarNiraj Singh
- Tata Nano is launching in China and this document provides an international marketing plan for entering the Chinese market.
- It begins with an introduction to Tata Nano and discusses marketing theory. It then provides a SWOT analysis of entering China, discusses the Tata Nano product features, and recommends market strategies.
- The plan analyzes strengths such as China's large production capacity and weaknesses like its state ownership, as well as opportunities in the low-cost vehicle market and threats from Chinese automakers.
A study of customer satisfaction at navaratna hypermarket, chalakudyakhilplakkal
The document discusses customer satisfaction and its importance for businesses. It defines customer satisfaction as a measure of how well a company meets or exceeds customer expectations. High customer satisfaction is important for customer retention and positive word-of-mouth. The document also discusses factors that influence customer satisfaction, such as product quality, customer service, and complaint resolution. It provides definitions of customer satisfaction from various authors and explains why measuring customer satisfaction is important for business success.
Strategic Operation Management (Case Study of Iceland))Mominul Plabon
Iceland Food is a major UK food retailer known for affordable prices and good quality frozen foods. A strategic analysis was conducted to identify issues and opportunities for Iceland's future business strategies. The analysis found that Iceland has a sizable UK market share through competitive pricing and quality. However, its growth strategy could consider additional issues like targeting all income levels and diversifying beyond just frozen foods. To strengthen its position, the most suitable strategic option for Iceland is to continuously introduce new product ranges in the existing UK market through internal resource and capability development.
NMIMS Solved Sem 3 and Sem 4 Dec 2021 Solutionpalaniappan20
The document provides information about an individual named Prof. Dr. N. Palaniappan who provides MBA subject coaching, assignment help, and project help. He has 15 years of teaching experience in various business subjects. He can be contacted via phone or email for help with NMIMS solved assignments. The document then provides sample questions from assignments in subjects like B2B Marketing, Brand Management, Business Ethics, and others. It provides his contact information at the end.
Project report affect on buying behaviour of brandingTripureshwar Sah
Here are some key reasons why branding is important:
- Differentiation: Branding helps differentiate a company's products or services from competitors. It creates an identity and image that is unique. This makes it easier for customers to identify and choose a brand.
- Trust and Loyalty: Strong brands build trust with customers over time. Customers become loyal to brands they feel they can rely on. This ensures repeat business and referrals.
- Premium Pricing: Well-known brands with a good reputation can often charge a premium compared to generic or lesser known competitors. Customers feel the brand is worth a higher price.
- Marketing Power: Established brands have power in the marketplace that makes marketing more effective and
Effect of market penetration management strategies on performance of Small En...AkashSharma618775
Small businesses in Kenya face a myriad of challenges. Most of the establishments have gone under the
waters due to various reasons including market turbulences. The businesses leave the market as soon as they make
entry. If they stay, they stagnate at the same level they started. The objective of the study was to find out the effect
of market penetration strategies on the performance of small enterprises in Kenya. The study used descriptive
survey design. The study was conducted in Migori County, Kenya. The target population was 4997 which were
businesses registered by the department of Trade of Migori County in 2019. A sample of 481 individuals were
interviewed. This number was derived using Yamane sampling model. Data was collected from business owners
with the help of a structured questionnaire. The researcher used Cronbach’s alpha coeffect to test the reliability of
the study instrument. Data was sorted, sorted and entered using a statistical software program for social sciences
(SPSS). A simple linear regression was used to test the relationship between market penetration management
strategies and performance of small enterprises in Kenya. Pearson Product Moment correlation was employed in
testing the strength of the relationship between market penetration management strategies and growth of small
enterprises in Kenya.
An Exploratory Study of Factors Influencing Corporate Sustainability on busin...AkashSharma618775
This study evaluates the effect of corporate sustainability on business performance of manufacturing
industries in USA, from 2012 to 2015. These Manufacturing industries are listed in Corporate Social
Responsibility Hub (CSRHub), Morning Star and Global Reporting Initiative (GRI). All data used in this report
were extracted from 37 manufacturing companies’ Sustainability, corporate social responsibility (CSR) and
annual reports. These companies are of diverse sectors such as Automobile, Health care, consumer goods, food,
beverages and technology. Quantitative method of research is used in this study; this also includes the use of
explanatory and descriptive research design. The main issues to be discussed in this study are Donation, Incident
rate reduction and Water Recycled as the independent variables, while Revenue is the dependent variable. Data
analysis was carried out using the regression analysis, descriptive statistics and correlation. E-views software
generated the data for further analysis. The findings imply that donation has a positive insignificance effect on
revenue, reduced incident rate reduction had positive significance effect on revenue and water recycling has
negative insignificant effect on revenue. In the future researches, larger samples of companies form diverse sectors
and subsectors should be studied to broaden the research on company performance especially the non-financial
aspect.
This document is a research report on a comparative analysis of McDonald's and Dominos with respect to customer preference in Ahmedabad, India. It includes an executive summary, introduction, literature review, research methodology, data analysis, findings, and conclusion. The research was conducted from September to November 2012 with a sample of 100 customers surveyed using a questionnaire. The key objectives were to understand customer perceptions of taste, service, and ambience at McDonald's and Dominos. Hypotheses were formed to determine if customer preference differs between the two fast food chains.
The document is a project report submitted by Akhil Gupta to Savitribai Phule Pune University in partial fulfillment of a two-year full time MBA program. The report is on customer satisfaction and promotional activities for driving more customers to Reliance Trends. It examines customer satisfaction levels and ways for Reliance Trends to better meet customer expectations. Akhil Gupta conducted the study over three months as an intern at Reliance Trends in Bangalore under the guidance of his director Dr. Nilesh Bhutada.
Exploring the Marketing Competencies of Women Entrepreneurs in Micro-Small En...AkashSharma618775
This study deals with the marketing competencies and capabilities of women entrepreneurs who own and
manage micro-small- and medium (MSMEs)ventures in traditional and non-traditional lines of activities within
the urban settings in Khartoum State, Sudan. Entrepreneurial and marketing competencies are part of the
dynamic components that contribute to venture survival and success especially for women-owned/ managed MSEs.
This study addresses the perceived knowledge gap in the literature regarding the marketing competencies of
women entrepreneurs, using the marketing mix approach and the resource-based theory. It is a qualitative study
which follows an interpretive approach and applies grounded theory techniques. The study is framed within the
Marketing Mix approach and the resource-based theory highlighted within a gendered perspective. It examines
how women entrepreneurs perceive and apply the marketing function within their MSEs to maintain success
within highly competitive, turbulent and unpredictable markets. In such conditions it is essential to understand
what marketing competencies do these women entrepreneurs are endowed with and utilize while practicing the
marketing function in their entrepreneurial ventures and thrive for high performance and success.
This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...Brooks and Blake
This presentation was given at the 2015 Marketing Communications Students Forum. It is a forum where PR and marketing professionals share industry trends and practice with students pursuing degrees in marketing, journalism and communications related courses. The presentation was given by Sola Fijabi, Brooks and Blake's Principal Partner.
NMIMS Customized Dec 2021 Assignment Solution palaniappann
Sir / Madam,
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD. has 15 years of teaching experience in MBA Business schools. For last fifteen years Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD has taught various subjects from Marketing, Finance, Human Resource Management, Information Systems, International Business and General Specializations. He has written many research papers and case studies.
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD organizes online MBA subject coaching / MBA Assignment help and MBA Project help. Many clients national and international has appreciated Prof.Dr.N.Palaniappan.,MBA., MCom.,MPhil.,PhD for his timely help in the assignments and projects and MBA subject coaching.
You can call him on his mobile no. 09025810064 (whatsapp available) or mail him at palaniappanmail@gmail.com. He does help/guide for the below question. If urgent or any query’s, Please feel free to call him on his mobile no. 9025810064 (whatsapp available) or do mail on palaniappanmail@gmail.com. He does help/guide for the below question
Contact:
Prof.Dr.N.Palaniappan.,MBA.,MCom.,MPhil.,PhD
Mail ID: palaniappanmail@gmail.com
Ph: - 9025810064 (whatsapp available)
Impact of Packaging on Consumer Buying Behavior.Saurabh Giratkar
The aim of this thesis is to get the A study to point toward Impact of packaging on consumer buying behavior. The basic purpose of behind it is Animesh Packaging Industry wants to tie up with one Cracker Manufacturing firm and they want all packaging material which will require to pack their product from us and hence to decide the outer packaging this survey is taken out also to know how factors affects the behavior of customers. According to this research I try to find the positive relationship between independent variable and dependent variables. For collecting the data, I will use the questionnaire, while for analysis I will use SPSS 16. A sample of 100 consumers will be selected to test the reliability of the model. For that we create questionnaire on Monkeysearch.com and request the costumers to fill the survey online. The significance of the study, its delimitation and limitations are discussed. The research is based in India. The consumer buying behavior is dependent variable.
The packaging is the most important factor. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer’s purchase decision.
This document provides a report on a proposed billboard advertisement for the United Colors of Benetton brand. It begins with an introduction to the brand and its history of provocative advertising campaigns. It then outlines the report contents and provides background on Benetton's core values, history, situation analysis including market research, competitors, and opportunities to improve its brand image. The report proposes developing a new billboard campaign with a different approach than past controversial ads to help boost the brand's awareness and sales.
Mairead Farrelly provides her curriculum vitae, including her contact information, education history, qualifications, work history, hobbies and achievements. She has a Bachelor of Arts in Social Science and Social Studies from Dublin Business School. Her work history includes roles as a clerical officer, garda reserve, production worker, sales assistant and care assistant. She has experience in customer service, data entry, order processing, and working with adults with intellectual disabilities. In her spare time, she enjoys playing music instruments and Irish dancing, having participated in many competitions over the years.
Satisfaction level of women users in honda activa in annamanada grama panjayath akhilplakkal
This document discusses a study on the satisfaction level of women users of the Honda Activa scooter in Annamanada Grama Panchayath. The objectives of the study are to determine women users' satisfaction levels, analyze factors influencing their selection of the Honda Activa, and identify the most common Honda Activa model used by women. The study uses a sample of 50 women scooter owners and collects primary data through questionnaires. The data is analyzed using statistical tools like percentage analysis and charts. The study aims to help understand customer satisfaction levels and identify reasons for preferences in order to help Honda Activa maintain customer loyalty.
UNDERSTANDING CONSUMER PURCHASING BEHAVIOUR AND CONSUMPTION IN THE ORAL CARE ...TIEZHENG YUAN
The key findings from the secondary research are:
1. Young adults aged 16-24 are most interested in teeth whitening benefits from oral care products.
2. While hygiene benefits like preventing cavities and gum disease are important, consumers increasingly seek cosmetic benefits like whitening teeth.
3. Toothpaste manufacturers offer a variety of products focused on both hygiene and cosmetic benefits like whitening teeth.
This dissertation examines the various factors that influence consumers' decisions to shop at Sainsbury's PLC in the UK. The author conducted primary research through interviews with colleagues at a Sainsbury's store and a customer survey. Key factors identified were price, quality, promotions, and customer service. The majority of customers surveyed were most concerned about product prices. The research used both quantitative and qualitative methods to understand consumer concepts and test hypotheses. Findings will help Sainsbury's gain competitive advantages and understand customer loyalty.
BRAND ORIENTATION OF SMALL ENTERPRISES: A STUDY BASED ON APPARELS INDUSTRY IN...ijmvsc
This document summarizes a research paper on brand orientation of small apparel enterprises in Khulna City, Bangladesh. The paper studies how brand orientation relates to business performance for small businesses operating in different contexts. Through a qualitative research approach, the paper aims to contribute empirical evidence that branding is important for small businesses as well as large firms. It also provides practical guidance for small business owners on whether and when brand orientation can improve business performance.
Warren final assignment(international market planning).niraj kumarNiraj Singh
- Tata Nano is launching in China and this document provides an international marketing plan for entering the Chinese market.
- It begins with an introduction to Tata Nano and discusses marketing theory. It then provides a SWOT analysis of entering China, discusses the Tata Nano product features, and recommends market strategies.
- The plan analyzes strengths such as China's large production capacity and weaknesses like its state ownership, as well as opportunities in the low-cost vehicle market and threats from Chinese automakers.
A study of customer satisfaction at navaratna hypermarket, chalakudyakhilplakkal
The document discusses customer satisfaction and its importance for businesses. It defines customer satisfaction as a measure of how well a company meets or exceeds customer expectations. High customer satisfaction is important for customer retention and positive word-of-mouth. The document also discusses factors that influence customer satisfaction, such as product quality, customer service, and complaint resolution. It provides definitions of customer satisfaction from various authors and explains why measuring customer satisfaction is important for business success.
Strategic Operation Management (Case Study of Iceland))Mominul Plabon
Iceland Food is a major UK food retailer known for affordable prices and good quality frozen foods. A strategic analysis was conducted to identify issues and opportunities for Iceland's future business strategies. The analysis found that Iceland has a sizable UK market share through competitive pricing and quality. However, its growth strategy could consider additional issues like targeting all income levels and diversifying beyond just frozen foods. To strengthen its position, the most suitable strategic option for Iceland is to continuously introduce new product ranges in the existing UK market through internal resource and capability development.
NMIMS Solved Sem 3 and Sem 4 Dec 2021 Solutionpalaniappan20
The document provides information about an individual named Prof. Dr. N. Palaniappan who provides MBA subject coaching, assignment help, and project help. He has 15 years of teaching experience in various business subjects. He can be contacted via phone or email for help with NMIMS solved assignments. The document then provides sample questions from assignments in subjects like B2B Marketing, Brand Management, Business Ethics, and others. It provides his contact information at the end.
Project report affect on buying behaviour of brandingTripureshwar Sah
Here are some key reasons why branding is important:
- Differentiation: Branding helps differentiate a company's products or services from competitors. It creates an identity and image that is unique. This makes it easier for customers to identify and choose a brand.
- Trust and Loyalty: Strong brands build trust with customers over time. Customers become loyal to brands they feel they can rely on. This ensures repeat business and referrals.
- Premium Pricing: Well-known brands with a good reputation can often charge a premium compared to generic or lesser known competitors. Customers feel the brand is worth a higher price.
- Marketing Power: Established brands have power in the marketplace that makes marketing more effective and
Effect of market penetration management strategies on performance of Small En...AkashSharma618775
Small businesses in Kenya face a myriad of challenges. Most of the establishments have gone under the
waters due to various reasons including market turbulences. The businesses leave the market as soon as they make
entry. If they stay, they stagnate at the same level they started. The objective of the study was to find out the effect
of market penetration strategies on the performance of small enterprises in Kenya. The study used descriptive
survey design. The study was conducted in Migori County, Kenya. The target population was 4997 which were
businesses registered by the department of Trade of Migori County in 2019. A sample of 481 individuals were
interviewed. This number was derived using Yamane sampling model. Data was collected from business owners
with the help of a structured questionnaire. The researcher used Cronbach’s alpha coeffect to test the reliability of
the study instrument. Data was sorted, sorted and entered using a statistical software program for social sciences
(SPSS). A simple linear regression was used to test the relationship between market penetration management
strategies and performance of small enterprises in Kenya. Pearson Product Moment correlation was employed in
testing the strength of the relationship between market penetration management strategies and growth of small
enterprises in Kenya.
An Exploratory Study of Factors Influencing Corporate Sustainability on busin...AkashSharma618775
This study evaluates the effect of corporate sustainability on business performance of manufacturing
industries in USA, from 2012 to 2015. These Manufacturing industries are listed in Corporate Social
Responsibility Hub (CSRHub), Morning Star and Global Reporting Initiative (GRI). All data used in this report
were extracted from 37 manufacturing companies’ Sustainability, corporate social responsibility (CSR) and
annual reports. These companies are of diverse sectors such as Automobile, Health care, consumer goods, food,
beverages and technology. Quantitative method of research is used in this study; this also includes the use of
explanatory and descriptive research design. The main issues to be discussed in this study are Donation, Incident
rate reduction and Water Recycled as the independent variables, while Revenue is the dependent variable. Data
analysis was carried out using the regression analysis, descriptive statistics and correlation. E-views software
generated the data for further analysis. The findings imply that donation has a positive insignificance effect on
revenue, reduced incident rate reduction had positive significance effect on revenue and water recycling has
negative insignificant effect on revenue. In the future researches, larger samples of companies form diverse sectors
and subsectors should be studied to broaden the research on company performance especially the non-financial
aspect.
This document is a research report on a comparative analysis of McDonald's and Dominos with respect to customer preference in Ahmedabad, India. It includes an executive summary, introduction, literature review, research methodology, data analysis, findings, and conclusion. The research was conducted from September to November 2012 with a sample of 100 customers surveyed using a questionnaire. The key objectives were to understand customer perceptions of taste, service, and ambience at McDonald's and Dominos. Hypotheses were formed to determine if customer preference differs between the two fast food chains.
The document is a project report submitted by Akhil Gupta to Savitribai Phule Pune University in partial fulfillment of a two-year full time MBA program. The report is on customer satisfaction and promotional activities for driving more customers to Reliance Trends. It examines customer satisfaction levels and ways for Reliance Trends to better meet customer expectations. Akhil Gupta conducted the study over three months as an intern at Reliance Trends in Bangalore under the guidance of his director Dr. Nilesh Bhutada.
Exploring the Marketing Competencies of Women Entrepreneurs in Micro-Small En...AkashSharma618775
This study deals with the marketing competencies and capabilities of women entrepreneurs who own and
manage micro-small- and medium (MSMEs)ventures in traditional and non-traditional lines of activities within
the urban settings in Khartoum State, Sudan. Entrepreneurial and marketing competencies are part of the
dynamic components that contribute to venture survival and success especially for women-owned/ managed MSEs.
This study addresses the perceived knowledge gap in the literature regarding the marketing competencies of
women entrepreneurs, using the marketing mix approach and the resource-based theory. It is a qualitative study
which follows an interpretive approach and applies grounded theory techniques. The study is framed within the
Marketing Mix approach and the resource-based theory highlighted within a gendered perspective. It examines
how women entrepreneurs perceive and apply the marketing function within their MSEs to maintain success
within highly competitive, turbulent and unpredictable markets. In such conditions it is essential to understand
what marketing competencies do these women entrepreneurs are endowed with and utilize while practicing the
marketing function in their entrepreneurial ventures and thrive for high performance and success.
This study aims to prove and analyze the effect of consumer attitudes and physical
environment on purchasing decisions mediated by brand equity. The number of samples in this study
were 133 respondents, to answer the problem formulation in this study path analysis was used and
assisted by the SPSS version 17 statistical program
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...Brooks and Blake
This presentation was given at the 2015 Marketing Communications Students Forum. It is a forum where PR and marketing professionals share industry trends and practice with students pursuing degrees in marketing, journalism and communications related courses. The presentation was given by Sola Fijabi, Brooks and Blake's Principal Partner.
NMIMS Customized Dec 2021 Assignment Solution palaniappann
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Impact of Packaging on Consumer Buying Behavior.Saurabh Giratkar
The aim of this thesis is to get the A study to point toward Impact of packaging on consumer buying behavior. The basic purpose of behind it is Animesh Packaging Industry wants to tie up with one Cracker Manufacturing firm and they want all packaging material which will require to pack their product from us and hence to decide the outer packaging this survey is taken out also to know how factors affects the behavior of customers. According to this research I try to find the positive relationship between independent variable and dependent variables. For collecting the data, I will use the questionnaire, while for analysis I will use SPSS 16. A sample of 100 consumers will be selected to test the reliability of the model. For that we create questionnaire on Monkeysearch.com and request the costumers to fill the survey online. The significance of the study, its delimitation and limitations are discussed. The research is based in India. The consumer buying behavior is dependent variable.
The packaging is the most important factor. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers’ lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer’s purchase decision. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer’s purchase decision.
This document provides a report on a proposed billboard advertisement for the United Colors of Benetton brand. It begins with an introduction to the brand and its history of provocative advertising campaigns. It then outlines the report contents and provides background on Benetton's core values, history, situation analysis including market research, competitors, and opportunities to improve its brand image. The report proposes developing a new billboard campaign with a different approach than past controversial ads to help boost the brand's awareness and sales.
Mairead Farrelly provides her curriculum vitae, including her contact information, education history, qualifications, work history, hobbies and achievements. She has a Bachelor of Arts in Social Science and Social Studies from Dublin Business School. Her work history includes roles as a clerical officer, garda reserve, production worker, sales assistant and care assistant. She has experience in customer service, data entry, order processing, and working with adults with intellectual disabilities. In her spare time, she enjoys playing music instruments and Irish dancing, having participated in many competitions over the years.
This document summarizes a sales training panel discussion on how to train and retain salespeople. The panel discusses 5 reasons for training, 5 sources of training, the differences between lead-based and account-based training, establishing a sales training foundation in two phases, types of sales training activities, and how to implement an integrated sales and training process with goals and metrics. The contact information is also provided for the two panelists, Trish Bertuzzi of The Bridge Group and Mark Kosoglow of Outreach.
Putnam P. Texel has over 25 years of experience as an independent contractor providing software education and consulting services to DOD contractors. He has a Ph.D. in Engineering Management from Walden University and has authored 3 textbooks. Texel has extensive experience leading software projects and transitioning organizations to object-oriented development processes and the Ada programming language. Notable projects include serving as project lead for the Antenna Designate 1 and 2 systems.
Competition Track project ( Max Retail )Akash Jaiswal
The retail industry profile discusses:
1) Retail is the sale of goods directly to consumers and is currently the largest industry in the world.
2) The Indian retail sector is highly fragmented with 97% run by small, unorganized retailers, though organized retail is growing.
3) The retail industry provides opportunities for new players as India's organized retail sector is still nascent but growing rapidly.
The document provides a marketing plan for Amabrush, the world's first automatic toothbrush. It includes a situation analysis covering external factors like regulations and competitors, and internal factors like employees and suppliers. It also includes a SWOT analysis, marketing objectives, and a target market segmentation table. The overall goal is to raise funds for production and distribution of Amabrush through the Indiegogo website.
This document outlines the scope of a market research study on the rigid plastic packaging market. It discusses three potential options for the scope of the study, which would analyze the global market or focus specifically on the Indian market. The study would include chapters covering market dynamics, size, segmentation by material, product, production process, end user, and region. It would also include competitive analysis and profiles of major players. The goal is to generate a substantial market database through primary and secondary research to provide industry insights and support clients' business decisions.
This document analyzes the marketing environment and strategy of Aesop, a luxury skincare and cosmetics brand based in Australia. It conducts a PESTEL analysis of Aesop's external environment and examines factors like competition, customers, and regulations. The goal is to introduce Aesop's products to global markets by identifying appropriate target segments and creating a marketing strategy aligned with consumer needs. Currently, Aesop leads the Australian market by positioning itself as a luxury brand, but expanding internationally will require thorough market research and a strategic approach to maintain its competitive advantage.
The document provides instructions for collecting and stamping name cards for a marketing class. It instructs students to only stamp their own card with the correct date and box. It lists the weeks and provides an alphabetical ordering of last names. It emphasizes that students should collect and stamp only their own card and not stamp the lower box.
My cap stone project is below(My proposed Capstone project is .docxroushhsiu
My cap stone project is below
(My proposed Capstone project is
In hospitalized adult patients, how does an educational program on central line management compare to no educational program in the prevention of central line-associated bloodstream infections?
P: Patients with Central lines in MICU or hospitalized
I: educational interventions for staff and patients.
C Educational program compare to no educational program.
O: decrease rate of CLABSIs
T: within 90 days of process improvement implementation.
I am interested in Central line bloodstream infections (CLABIS).by using educational initiative could decrease the rate of catheter-associated bloodstream infection. mandatory education program offered to ICU nurses and physicians. it was developed by a multidisciplinary task force to highlight correct practices for the prevention of catheter-associated bloodstream infection. In this program, they included 10-page self-study module on risk factors and practice modifications involved in catheter-related bloodstream infections and in-services at scheduled staff meetings for their staff. Seventy-four episodes of catheter-associated bloodstream infection occurred in 7,879 catheter-days in the 24 months before the introduction of the education program. Following implementation educational of the intervention, the rate of catheter-associated bloodstream infection decreased to 41 episodes in 7,455 catheter days. The estimated cost savings secondary to the decreased rate of catheter-associated bloodstream infection for the 24 months following the introduction of the education program was between $103,600 and $1,573,000. Educational intervention main focused on the education of health-care providers on the prevention of catheter-associated bloodstream infections. it may lead to a dramatic decrease in the incidence of primary bloodstream infections. Education programs may lead to a substantial decrease in medical-care costs and patient morbidity attributed to central venous catheterization when implemented as part of mandatory training.)
Running head: COSTCO CASE STUDY 1
COSTCO CASE STUDY
9
Case study analysis on Costco wholesale
Student
Tutor
Course
Date
Costco is one of the biggest warehouse stores in America apart from Walmart. Costco warehouse was founded in 1983 in Seattle by Jeffrey Brotman and Jim Sinegal. It was during this time that Jeffrey Brotman had started a small shop of men’s clothing but had flopped later on while Jim Sinegal was working for fed mart at the time. Jeffrey approached JimSinegal with the idea of opening a warehouse store in Seattle and they both had agreed upon a start up warehouse club in which result became Costco. During this time Costco was conceived to be more than a business company, but a mission thus is the mantra of “Do the right thing always”. Both Jeffrey and Sinegal divided their roles to smoothen out their work and be able to operate clearly and more focused. Sinegal became the merchandi ...
This document describes a business intelligence solution called DATACTIF RETAIL that was implemented for a European supermarket chain. The solution includes several integrated applications like customer segmentation, behavior prediction, and intelligent stock management. It analyzes customer purchase data using machine learning to generate insights. These applications help the supermarket optimize operations, increase customer retention and profitability.
This research proposal examines how marketing analytics benefits from big data and its implications for the retail sector in Ireland. The researcher aims to determine how big data and marketing analytics complement each other and how their use affects the Irish retail industry. A literature review found that big data allows for more predictive analytics and customized experiences for consumers. It also found that Ireland is seen as a favorable location for big data investments. The proposed research strategy would use qualitative interviews with industry executives to explore these topics, with some quantitative data from surveys. Limitations include the newness of big data and limited existing research specifically on its use in marketing analytics and retail.
Customer satisfaction of mobile phone subscriberssonu chaurasiya
The document discusses customer satisfaction with mobile phone subscribers in India. It provides background on the growth of the mobile phone industry in India, which now has over 800 million subscribers. The document outlines various factors that affect customer satisfaction, such as product quality, availability, and after-sales support. It also discusses marketing concepts like the 4Ps of marketing (product, price, place, promotion) and how understanding customer wants and needs is essential for a successful marketing plan. The document aims to understand satisfaction levels among subscribers of different mobile service providers in India.
This document provides an analysis of Smurfit Kappa, an Irish paper packaging company. It discusses Smurfit Kappa's external environment through a PESTLE analysis and Porter's Five Forces framework. It also analyzes Smurfit Kappa's internal environment using SWOT, TOWS, and VRIN analyses. The document aims to evaluate Smurfit Kappa's current strategies and provide recommendations to help guide their future strategies for continued growth in Europe.
Derivatives ProjectFall 2020 - FIN 42206220Due DecembLinaCovington707
Derivatives Project
Fall 2020 - FIN 4220/6220
Due December 1, 2020
Overview
The purpose of this project is to allow you to demonstrate critical thinking skills through the analysis of
a catastrophe in historical derivatives use. Each project will be completed in groups as assigned. Partial
credit may be awarded as appropriate depending on the specific section requirement.
Subject Incident
Each group will be assigned one of the following events:
• Barings Bank
• Metallgesellschaft
• Amaranth Advisors
• Orange County, California
• LTCM
• The Financial Crisis of 2008
Class Presentation 15%
Each group will prepare a 12 minute presentation summarizing your findings from the project. The presenta-
tion may be delivered live or from a recording. Immediately following delivering or playing the presentation
for the class, each group will take 5 minutes of questions.
Written Report 85%
You should prepare a written report that must contain the following sections. Section descriptions contain
guidance on what you should include, but is not all inclusive. You may include additional information as
appropriate. Each section will be given the weight indicated. Section word counts are merely suggestions.
1. Organization Background 15%
Give a brief history of the subject organization. Include details about the organization’s founding
and key events through history. Give background that will help the reader understand why the
organization might pursue an investment strategy that required derivatives.
2. Derivatives Use 15%
Explain how the organization first started using derivatives. Give general specifics about the kinds
of goals the firm had for their derivatives usage. For example, was it to hedge or speculate? you
may include example of successful derivatives usage by the organizaiton.
3. A Failing Strategy 35%
Give a detailed description of the derivatives strategy that failed. Explain how the strategy was
supposed to work and identify what went wrong. Identify any key players and how their actions
affected the outcome. Was there something they could have done to prevent the disaster?
4. Fallout 25%
Explain in detail what happened in the fallout of the catastrophe. Consider if the organization
failed, how it was unwound, criminal or civil legal proceedings, regulatory responses, etc.
5. Conclusion 5%
Provide a synthesis of what you learned from this research project. Summarize your overall
findings.
1
Graduate Student Modification
In addition to the above requirements, graduate student groups must produce a simulation/model showing
how the derivatives trading system worked. You may use real or simulated historical asset prices, depending
on the event you have been assigned. Graduate students’ project sections will be weighted 10%, 75%, and
15% for the presentation, written report, and trading model, respectively.
Other Requirements
1. The written report must contain at least 2500 words
(10% deduction per 100 words below 250 ...
Marks & Spencer participates in various sustainability benchmarks and indices to measure its progress on sustainability goals. These include investor-focused indices like FTSE4Good and industry benchmarks assessing responsible business practices. Marks & Spencer aims to achieve leadership positions in the benchmarks it participates in and reports transparently on its sustainability performance. The benchmarks provide an external perspective on performance and help identify areas for improvement.
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1. 1
Marketing Management
MKT 319
Report on ‘Kascade’
Unit title: Marketing Management
Unit Code: MKT 319
Unit Leader: Lesley Strachan
Level: 5
Assessment title: Report
Assessment number: AE2
Assessment type: Coursework Assessment
Student Name: Viktorija Kolosova
Student number: Q09854215
2. 2
Contents Page
Introduction ................................................................................... 3
Kascade vision, mission, values and corporate objectives.............................. 3
PESTLE ANALYSIS ............................................................................. 4
Market Research .............................................................................. 8
Competitor Research ........................................................................ 9
Customer Research.......................................................................... 10
SWOT Analysis ............................................................................... 11
Profit and Loss Forecast .................................................................... 12
Marketing Objectives ....................................................................... 13
SMART Objectives ........................................................................... 14
Marketing Strategies ........................................................................ 16
Marketing Programmes ..................................................................... 17
Control and Evaluation ..................................................................... 19
Conclusion.................................................................................... 22
References ................................................................................... 23
Appendices ................................................................................... 29
3. 3
Introduction
This report will outline the Kascade independent shop marketing management
side. Kascade is a new British brand established by two friends Mia Headland and
Viktorija Kolosova who set up their business in Southampton in 2013. They sell
raincoats, rubber boots and umbrellas for women, men and children. Kascade
garments are trendy available at competitive prices. The main aim of this brand is
making their customers’ rainy days more comfortable.
(Visualphotos 2013)
Kascade vision, mission, values and corporate objectives
4. 4
VISION STATEMENT
Kascade vision is to become the number one independent raincoats’, rubber boots’
and umbrellas’ retailer in the United Kingdom by providing quality products,
competitive pricing, and excellent customer service. Kascade seeks to make rainy
days fashionable for its customers.
MISSION STATEMENT
Kascade mission is to meet the needs of their customers in a positive and
enjoyable shopping experience by providing excellent customer service and to
share their Vision with all whom they come into contact.
VALUES
Commitment- Make a customer happy at all times.
Quality- Kascade offer a high quality and unique products to their customers.
Integrity- Working ethically and reliably.
Responsibility- Kascade is concerned about the environment hence all their
products are made from environment friendly materials.
CORPORATE OBJECTIVES
Table 1.1 Corporate Objectives of Kascade
Quantitative Philosophical Qualitative
To increase earnings
pershare
To offer customers
great quality
products at
affordable prices
Increase customer
recognition and
satisfaction by being
innovative
To double operating
profit
To provide customers
with fashionable and
trendy products
Invest in direct
marketing
To boostsales by 10%
annually
To build a
trustworthy brand
and be the best who
sells umbrellas,
raincoats and rubber
boots
Expand by opening
more stores across
the country
(Brassington and Pettitt 2006, pp.1000-1005)
PESTLE ANALYSIS
5. 5
Table 2.1 PESTLE Analysis for Kascade
Political
Tax policy
(Hm-treasury 2013)
Wage regulations
(Businessstudiesonline
2013)
Trading laws
(Gov 2013)
Employability
regulations (Brebners
2012)
Economic
Recession
(BBC 2013)
Unemployment
(BBC 2012)
Growing
inflation(BBC
2012)
Increase in
interest rates
(Poulter 2012)
Socio-cultural
Demographics
(Demographicsonli
ne 2011)
Consumer buying
patterns (Keynote
2010)
Lifestyle(Suttle
2012)
Retail spending
(BBC 2013)
Technological
Availability of
resources (Guardian
2012)
Marketing tools
(Belam 2012)
Production (Wicks
2012)
Legal/regulatory
Health and safety
regulations (Hse
2013)
Consumer
protection (Oft
2013)
Copyrights (Mintel
2012)
Current legislation
(Legislation 2013)
Environmental
regulations
(Legislation 2013)
Environmental
Waste and
recycling
(Defra 2012)
Climate
(Barrie 2012)
Raw materials
(Globalactionthro
ughfashion 2011)
(Brassington and Pettitt 2006, p.49)
Political:
Wage regulations are playing a big role in the business. Kascade is a new small
company who is dependant from the earnings of people. It is an opportunity for
the company to grow and increase profit if a minimum wage will increase which
means a consumer will have higher disposable income. Customers with higher
disposable income will come more often to the store and buy products.
Economic:
6. 6
The unemployment in the UK is growing. This year March 2013 unemployment rate
was 7.9%. It affects Kascade as it operates in the United Kingdom.
(Tradingeconomics 2013) Figure 2.1 shows the rate of unemployment in the United
Kingdom.
Figure 2.1 United Kingdom Unemployment Rate
(Tradingeconomics 2013)
According to this data, increased unemployment will have a negative impact on
the Kascade’s sales figures because consumers cannot afford to buy clothing as
much as if they would have a job. Figure 2.1 shows the unemployment rates in the
United Kingdom till March 2013.
Socio-cultural:
Retail spending has dropped in January 2013. Retail sales figures dropped for 0.6%
from December 2012. Therefore retail sales in March dropped by 0.7% comparing
to sales figures in February. (BBC 2013) Consumer spending on clothing is
disappointing for retailers as the sales figures are not as good as last year’s.
However, Kascade has an opportunity to attract customers by offering quality
products at competitive pricing.
Technological:
Marketing tools play a big role in communication with the loyal and potential
customers. Social media is very valuable and it is the most common way to spread
the information out. (Strugatz 2012) Kascade has an opportunity in using tools such
as Facebook page, where they can show all the latest available range in a very
stylish layout. Everyone can follow them on Twitter and on LinkedIn websites. It is
a good approach of building the brand awareness and it does not cost a lot of
money which is efficient for the business.
Legal/regulatory:
7. 7
Consumer protection is important and by doing this in a wrong way as a result it
can harm the brand’s reputation. Kascade need to make sure that their products
are without any defects and if happens that there are found some defects
customer can return it at any time. (Oft 2013)
Environmental:
Nowadays, waste and recycling are important matters. Kascade has to precede all
the recycling and wastage requirements. (Neal 2008) Kascade is trying to ensure
that all regulations are correctly followed. Kascade aim is to be an eco-friendly
company and try to avoid doing any actions what would harm the environment.
8. 8
Market Research
Market research is a vital part of any business that wants to sell products that are
aiming an attention and right targeted. A good market research can decrease risk
of the business failure. It helps the company better communicate with potential
and current customers whether the business meet all the expectations or not. Also
market research helps to determine opportunities such as potential evaluation of a
particular product and where marketing message needs to seek out a target. (Day
2005)
Market research report within SimVenture helped to select target segment; there
are six target segments altogether. It showed advantages of each segment, how
many potential customers each has also it helped to identify how much customers
are ready to pay at each segment.
Kascade after market research was conducted decided to go for Solo Businesses as
Solo Businesses work from home and price points are between £520 and £570. Solo
Businesses is with the higher market share. Later low quantity of orders showed
that there is a need of changing market segment so Kascade paid £300 to use a
consultant to do this research and after Kascade determined to choose
Corporations target segment with the most frequent orders and higher pricing
which are between £730 and £790.
Market research consultancy can do it for the business for a specific price, for
example, IRN Research Consultancy offers a flexible, effective research
consultancy service which provides the information to help making business
decisions. (Irn-research 2010)
To conclude, to do market research is an essential before thinking to starting the
business. A business idea can be very good on a piece of paper but until the
business does research market they will not know what customers think about the
product and are they ready to buy it at particular price.
9. 9
Competitor Research
Competitor research is important as it identifies how competitors are doing and
what threat they present to the business. A good understanding and knowledge of
competitors is essential for all businesses as it can help develop the business and
increasing market share. Also knowledge of why customers are going to
competitors the company can try improving their product and attracting
customers. A big advantage is that competitor research helps to find out
competitors’ price points and compare to own price points. (Inspiresme 2013)
Within SimVenture Kascade decided to pay £300 for using a consultant for
competition research. This research helped to identify competitors offered product
range and what designs the products are. According to received information
Kascade had changed the product design and stayed competitive in terms of
pricing to attract more customers to buy from them but not from competitors.
In conclusion, competitor research helps to examine what competitors are doing
well and what they are not doing that good and how it can be turned into Kascade
advantage. It tells who they target and what their pricing are. So it is fundamental
for the business to make sure they are fully aware of their competitors.
10. 10
Customer Research
Customer research will help to identify whether people are willing to buy the
product or not, or they prefer to go for the company’s competitors. It examines
what customers think about the product and its design. Moreover, this research
tells what price they are ready to pay and which target market the product most
appeal to and why. (Morebusiness 2009)
Customer research was undertaken by special consultant for £300. Kascade within
SimVenture had changed their product designs as customers were not satisfied
with it. Customer research also showed that customers were not happy with the
set price. After received results on a customer, Kascade changed pricing with the
purpose to increase interest in an offered product and boost sales. Also customer
research helps to investigate what marketing approaches should be used.
In conclusion, customer research helps a company identify if a customer was
satisfied with a product and if any changes need to be made in the design, pricing
or quality. The gained information allows a company to make a realistic marketing
plan or assess the achievement of its existing plan. If a company have a budget
better to pay for using a consultant for research, for instance Swift-Research
organisation offer to conduct customer research for businesses (Swift-research
2013), as it will be much more accurate than if it would done in-house.
11. 11
SWOT Analysis
Table 3.1 SWOT ANALYSIS FOR KASCADE
Strengths
Unique Concept
Wide range of sizes
Eco-friendly
High quality materials
Multiple distribution channels
Weaknesses
Competitors
New Business
Opportunities
Further expansion
Increase in retail spending
Celebrity endorsements
Raise of minimum wage
The United Kingdom leaves
recession
Threats
Retailers with the similar
products’ range (Hunter-boot
2013)
Increased taxation rates(Poulter
2012)
Copyright (Mintel 2012)
Recession (BBC 2013)
(Brassington and Pettit 2006, p.1007)
According to table 3.1 Kascade strengths and opportunities dominate over the
weaknesses and threats. Nevertheless, Kascade wants to avoid any possible threats
and weaknesses with building the outstanding brand which is trustworthy and
valued. To achieve this, Kascade will continue design unique clothing range, and
there is a possibility they will collaborate with a celebrity in purpose of reaching
new customer base and strengthen current customer loyalty.
With further expansion and using celebrity endorsements which make people being
aware of the brand, Kascade can achieve a higher percentage of sales figures in
the future. Moreover, Kascade will try to be an eco-friendly brand, which shows
how loyal they are to the planet.
12. 12
Profit and Loss Forecast
Table 4.1 Profit and Loss Forecast for Kascade
Table 4.1 shows profit and loss forecast for Kascade. As Kascade is a new business,
they have made a decision not to pay salary themselves for the first 10 months in
purpose of reducing costs. Sales quantities every month were increased as
Kascade every month have done marketing activities such as creating a website,
using direct marketing and advertising. For these activities Kascade decided
contribute more money every month as it helps to promote the product and
increase orders. Kascade operates in-house therefore there is no rent expenses.
According to this profit and loss forecast, Kascade by the end of December 2013
will make a profit of £380. Kascade is hoping to achieve this forecast or make the
year even more profitable.
13. 13
Marketing Objectives
Table 5.1 Marketing Objectives
1) Achieving market share growth or maintenance- by emphasising product
development and by improvement of performance, quality and features. It
also could be improved and achieved by sales effort, advertising or sales
promotion.
2) The maintenance or improvement of profitability- can be achieved by
increasing sales volume, by removing unprofitable activities, or by improving
prices such as raise price and using price differentiation. Either it can be
achieved through cutting costs, for instance, improve effectiveness of
marketing tools.
3) Establishing an opening market position- to enlarge the overall market by
increasing product innovation, or by increasing market innovation through
developing existing end-use markets or through discovering new end-use
markets.
4) Maximising cash flow and harvesting- can be achieved through reduction of
marketing expenditures on a brand, very often for the companies, which
have a decline in their popularity.
(Brassington and Pettit 2006, p.1010)
For Kascade will be implemented marketing objective such as achieving market
share growth or maintenance. As Kascade is a new business there is an opportunity
to grow and develop the business. By accentuating product features, for instance,
offering environmentally friendly products, it could attract various range
customers and increase company’s sales profit either market share growth. Also it
can be achieved by investing in advertising or sales promotion.
Moreover, Kascade can expand by finding new distributors, for example, some
sportswear retail stores. Before merging any companies Kascade has to investigate
it, what their target market is, how good they are operating their business, and
certainly find financial information on this particular brand to have a clear
overview of the company’s position.
14. 14
SMART Objectives
Table 5.2 SMART Objectives for Kascade
SMART OBJECTIVES
SPECIFIC- Kascade is going to achieve break-even point.
MEASURABLE- Break-even point is at £5472.
ACHIEVABLE- Based on research, the set objectives are achievable and obtainable.
REALISTIC- According to the research done, Kascade strongly believes that it is
realistic and can be accomplished.
TIME- Kascade is expecting to achieve break- even by the end of the trading year
one 31st December 2013.
(Learnmarketing 2012)
Kascade is a new Southampton UK based business with a budget of £10,000 which
foresees economic conditions and strives to remain challenging within competitive
environment. Kascade aim is achieving break-even point which is what volume of
sales needed to cover its costs. (Riley 2012) Kascade strongly believes that with
further development of a motivated team of sales and quality of their product
ranges they will achieve the set objective of not going over their budget of
£10,000 by the end of the trading year one 31st December 2013.
15. 15
Table 5.3 SMART Objectives for Kascade
SMART OBJECTIVES
SPECIFIC- To create £20,000 of profit.
MEASURABLE- To double operating profit.
ACHIEVABLE- Based on research the set objectives are achievable and obtainable.
REALISTIC- According to the research done, Kascade strongly believes that it is
realistic and can be accomplished.
TIME- Kascade is going to make profit of £20,000 by the end of fiscal year two 31st
December 2014.
(Learnmarketing 2012)
As Kascade is completed their first fiscal year their objective now is to achieve
profit of £20,000. Kascade goal is challenging the competitive environment by
remaining offering high quality products with unique features which are available
at reasonable prices. Moreover, to achieve the objective Kascade is going to attain
it through expansion, for example, by increasing sales premises in purpose of
enlarging stock level. This will give them an opportunity to enhance the brand
awareness and boost the sales figures. According to the research done, Kascade
strongly believes that the set objective is realistic which expected to be achieved
by the end of fiscal year two 31st December 2014.
16. 16
Marketing Strategies
Marketing strategies are:
Table 6.1 Marketing strategies
1. Reposition the product- aim is to make a brand divert a different
position, which is related to competing brands.
2. Improve product packaging- if there is a decrease in sales, a company
might change their packaging as it influences customers’ decision to
buy a product.
3. Alter prices- sometimes companies face situations when they need to
change their prices or respond to price changes by competitors to
stay competitive in the market.
4. Improve productivity- can be achieved through changing distribution
channels and marketing campaigns, increasing sales or lowering costs.
5. Standardise- by standardising the product, the company can achieve
cost effectiveness as in logistics as in manufacturing.
6. Change sales or customer mix- aim is to attract different customer
segments by offering something for every type of customer.
(Brassington and Pettit 2006, pp.1012-1013)
As Kascade aim is increase sales so the most beneficial marketing strategy for
Kascade would be improving productivity and it can be achieved in several ways
which are listed below.
To improve productivity by
Merging sales teams- to improve communication and raise sales
Adopting new technology- to remain competitive within the industry
Changing the supplier- to increase efficiency of sales
For example, Timberland was the first shoe company who used Green Rubber. To
make it they adopted the new technology process DeLink. This process changes
scrap rubber to a recycled mix that can be reused in rubber products. (Timberland
2013)
17. 17
Marketing Programmes
A series of 6 planned marketing programmes
Direct marketing
Networking
Website
Public Relations
Exhibitions and events
Advertising
As the suggested marketing strategy is improving productivity, these 6 planned
marketing actions could be used in achieving this. Using various marketing tools
such as direct mail, networking, website, public relations, exhibitions, events and
advertising will help improving productivity of the company.
Enhancing the productivity of their existing operations can be achieved by direct
marketing. Direct marketing is the main interaction tool to build awareness of the
brand and attract more customers. Kascade have decided to run a direct marketing
campaign to attract new customers and remind existing customers of their
products. Direct marketing tool such as direct mail was used in purpose of
encouraging people. Direct mail designed for Kascade by a consultant was
distributed through the postal service to promote the product. RoyalMail.co.uk
offer full colour double-sided A5 postcard for 66p. Standard item which weight is
up to 20g will cost £63.50 per 1,000 items. (Royalmail 2013) Direct mail increased
Kascade’s orders hence sales so they have decided to run it every month.
Networking is important as it is a key for meeting new people, share information
and learn new skills from others how to run the business. Kascade have decided to
join the business club ‘Fabulous-women’ which took place every month in
Southampton for two hours. Kascade founders had a chance to discuss their
business and get some advice if needed. Monthly cost of membership was £15.
Moreover, there Kascade met men as this business club also accepted men; it
helped to promote their business to a wider audience. (Fabulous-women 2013) This
promotion tool worked for Kascade as every month, with the help of this business
club, increased number of people who was interested in product.
Kascade created premium website with their offered products’ ranges. Premium
website is important as Kascade’s business open to the market 24 hours 7 days per
week. Website works as a catalogue and keep it up-to-date is a cost effective. On
the website Kascade put links to drive a customer into social media networks such
as Facebook, Twitter and Linkedin. Kascade had a potential to be seen worldwide
and reach oversees customers. On the website a customer could find all the
needed information and find answers on their questions. Website worked for
18. 18
Kascade and helped increased order enquires, as many people nowadays find it
easier by ordering online. Hibubusiness.co.uk offer creating a premium website for
£22.99 per calendar month with unlimited bandwidth. (Businesshibu 2013) To make
a website more visible to others there are companies who offer SEO services, for
instance, ClickSubmit charges £37.49 for the first three months, then £49.99 for
another three months but thereafter no contract at all. (Clicksubmit 2013)
Kascade have chosen to release a public press statement with the topic ‘New start-
up company’ to spread information out about the business and their offered
products. It helped to catch customers’ attention and increase sales. The second
press release was published in purpose of informing people about the product
uniqueness and benefits over other companies’ products. One press release written
by special PR Company calls Press Dispensary (Pressdispensary 2013) plus
distribution will cost £260 altogether.
Kascade organised an event for promotion purposes and create media interest in
the company. Event was organised on a boat in Ocean Village in Southampton with
a dress code of Raincoats, rubber boots and accessory- umbrella. Kascade have
hired Events Angels Company to organise the event for them as Kascade wanted to
make sure everything is accurately planned and presented. Events Angels for full-
day of service charged £200 plus extra expenses such as food and beverages for
event visitors who were from the South Coast of England. (Eventsangels 2013) This
event helped attract new customers and boost sales through online network. As
organising an event is expensive, Kascade have decided not to organise them due
to lack of a budget.
Kascade have chosen to advertise about their company in a local paper as it suits
their financial situation and coherent with their target market. The second advert
was published in a Fashion Magazine which was repeated 1 month in purpose of
promotion and attracting customers. All the medium adverts were created by a
consultant. Newspapers’ and Fashion Magazine’s advertising is an efficient and
quick communication method with a large audience. It caught attention of many
new customers and make stronger relationship with loyal customers. Therefore it
helped increase the company’s productivity and sales figures. Southern Daily Echo
offer to put an advertisement for 3.70 for pscc and it is on Tuesday Lifestyle
perfect for Kascade. (Dailyecho 2013) Fashion magazine such as InStyle.com offer
publish an advert for $170,200 full page, half page for $110,700. (Instyle 2013)
Publishing in magazines is very expensive and for Kascade is not affordable way to
promote their brand.
19. 19
Control and Evaluation
Kascade’s one of the SMART objectives was to achieve break-even point by the end
of the first trading year 31 December 2013. Figure 8.1 shows Profit and Loss report
of the first trading year and according to this data, Kascade has not achieved its
set objective. Kascade presume that the objective has not been met due to
economical factors such as recession and decrease in retail spending. The United
Kingdom slipped into the recession again as economy dropped by 0.3% comparing
to previous year’s figures. (Allen 2013) During the recession time retail spending
falls so people tend to spend less as their disposable income is lower. (BBC 2013)
Kascade analysed profit and loss account and decided to change the product price
by making it a little bit higher. They increased price from £608 to £650 per unit
and they offered 5% of discount for 1 month to attract customers hence increase
orders. After the discount was offered orders took place but therefore after a
month when discount expired there were no orders at all. Then Kascade have
decided to change product design and publish a press release about the new
product design for purpose of promotion. As the product design has been changed
all distributor contracts were cancelled. All these changes were made to achieve
break-even point but Kascade achieved a break-even point straight after the first
trading year finished.
Figure 8.1 Profit and Loss Report for the Trading Year 1
20. 20
Figure 8.2 Profit and Loss Report for the Trading Year 2
The second SMART objective was to create £20,000 of profit by the end of the
trading year 2 31st December 2014. According to the figure 8.2 Kascade achieved
the set objective of making profit of 29,568 by the end of the trading year 2.
Kascade have signed all the legal requirements to hire staff along with Health and
Safety regulations. (Hse 2013) There was a need of a new member of staff as
owner’s efficiency went very low and could not complete all the tasks and satisfy
customers’ orders, as a result Kascade failed to complete all the production
planned for the months. Kascade advertised on a local paper to recruit new staff
for a part-time position. Southern Daily Echo offers to advertise a job advert at
Peak rate Thursday and Friday for £8.90 pscc. (Dailyecho 2013) The new member
of staff was sent to training course in sales for improving and strenghten exsiting
skills. Sales Training Courses organisation offer training in sales for £247 plus VAT.
(Salestrainingcourses 2013)
As all the production has not been completed Kascade bank balance went low and
they needed to apply for a bank loan of £10,000. Lloydstsb bank can lend money- if
it is £10,000 for 12 months with a 7.4% interest rate Kascade’s total payable
amount would be £10,394.52. (Lloydstsb 2013) Kascade received a bank loan and
could pay to its supplier on time. However, Kascade has decided to change the
supplier who supplies at a lower price and on a better contract arrangements for
21. 21
decreasing costs purposes. FDS stands for Fashion design Solutions offer their
manufacturing services at very cost effective prices. All the needed information
will be provided by sending them an e-mail. (Fashiondesignsolutions 2013)
Due to a lot of hold stock Kascade moved to a larger premises 450square feet to
satisfy customers’ enquiries. Rightmove agents offer 450 square feet office space
to rent in the city centre of Southamtpon for 6,750 per annum. (Rightmove 2013)
The change of the trading space Kascade orders went up therefore sales figures
increased considerably. After increased sales and cash flowing Kascade hired a
bookkeeper. MazumaMoney offer to hire a bookkeeper at starting price of £60 plus
VAT for a limited company. (Mazumamoney 2013)
To increase sales Kascade completed direct marketing campaigns every month.
RoyalMail.co.uk offer full colour double-sided A5 postcard for 66p. Standard item
which weight is up to 20g will cost £63.50 per 1,000 items. (Royalmail 2013)
Kascade also published press releases. Press Dispensery special organisation who is
writing it for companies charges £260 which includes distribution. (Pressdispensery
2013)
22. 22
Conclusion
Kascade is a new business who strives to achieve a growth and profitability. The
first trading year was not very successful for the company and they did not meet
the set objective of achieving break-even point. Despite they still continued to
operate and the second year showed a crucial difference between those two
trading years. Kascade learnt a lot from the previous year’s mistakes and tried to
improve their sales figures. It was accomplished by advertising, direct marketing
campaigns, public relations and attending training courses. The second year
approved all the expectations as profit of £20,000 was achieved; the second SMART
objectives.
23. 23
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