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Papers On Business - Management
Page 512 of 920
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Marketing at Lloyd's TSB Private Banking
[ send me this paper ]
A 6 page paper discussing the
high-end services available to this bank's wealthiest clients and the manner in which the bank
markets those services. Some of the benefits available to wealthy clients are open to all
account holders in other countries, such as a no-charge debit card linked to a cash account.
Other services include asset management and broker services. The bank's valuable services
truly are valuable, but it likely will need to adjust its marketing to the wealthy in order to
continue to have success in attracting those customers. Bibliography lists 10 sources.
Filename: KSLloydsTSB.wps
Marketing at Lunds Hotels
[ send me this paper ]
A 10 page paper discussing ways that a small, regional
(and fictional) hotel chain can market itself to better compete with the world-wide chains nearby.
Larger chains have greater access to these technological advances, but smaller ones such as Lund
are better able to read customer desires and adapt practices to meet those needs. Lund's very size
is a point that marketers can exploit. Bibliography lists 12 sources.
Filename: KShotelsMktg.wps
Marketing at McDonald’s in 2003
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A 10 page paper examining McDonald’s recent results in terms of marketing considerations. The paper uses Porter’s Five Forces, PEST Analysis and a SWOT Analysis to conclude that McDonald’s is long overdue in choosing to move along with the baby boomers that helped to create the business that now is in decline. The brand is strong, but it has come to carry a negative connotation in many respects in the past several years. The company needs to examine demographic data and begin concentrating its marketing toward older consumers and those of Hispanic origin. Bibliography lists 10 sources.
Filename: KSmktgMcD2003.rtf
Marketing at Nike
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A 6 page paper discussing the maturing Nike. The company has
created several dedicated divisions, is paying more attention to women's involvement and has
introduced its Shox line retailing for $150. Growth has slowed, but Nike's stock price has risen as
it reorganizes itself in the form of the large company it is. The paper examines some of the
marketing challenges before the company. Bibliography lists 8 sources.
Filename: KS-Nike2001.wps
Marketing at the Bank of New York Company
[ send me this paper ]
A 7 page paper discussing this bank's strategy
for the future. Bank of New York Company is one of those banks that have given rise to the
image of the highly-conservative, wealth-building banker. Highly profitable, the bank is the leader
in ADR and actively seeks out those emerging affluent who are likely to become wealthy in the
course of their careers. Bank of New York Company is the nation's oldest bank still operating
under its original name, and current management intends to maintain that distinction. The bank
jointly focuses on stability and high-return business, seeking to gain the greatest benefit from both.
Bibliography lists 9 sources.
Filename: KSboNY.wps
Marketing at Toys R Us
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A 5 page paper discussing the decline and current recovery of this pioneer of the “superstore” concept. Toys R Us still struggles, though it is far from unprofitable. It still posts net losses, but against gains in total revenues. The company seems to be on the right track to regain much of the ground it lost when retailing changed to the surprise of unprepared senior management. It seems that senior management has acknowledged its wakeup call and is acting on it. Bibliography lists 8 sources.
Filename: KSmktgToysRUs.rtf
Marketing at Two Companies
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A 4 page paper exploring customer retention. Rich Cruises and a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking their customers what they truly want, and both should be building cross-marketing alliances with organizations outside their industries. Bibliography lists 4 sources.
Filename: KSmktgCruiseCars.rtf
Marketing at Wal-Mart
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A 16 page paper discussing some of the many ways retailing giant Wal-Mart approaches marketing. Company policy is that the customer is number one, and every employee is urged to engage in creativity and risk-taking to further enhance service to customers along with product volume. The gross strategy has been successful: annual sales have increased from $25 billion in 1990 to $118 billion by the end of 1998; the company's ultimate goal for now is that of reaching the $200 billion mark. The paper includes information on the company's situation, goals, strategies and policies. A short SWOT analysis is followed by sections discussing alternatives, recommendations and implementations, evaluation and control. Bibliography lists 18 sources.
Filename: KSWalMart.doc
Marketing at Zappos.com
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A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
Filename: KSmktgZap.rtf
Marketing Audit -Siemens AG
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A 12 page paper that offers a marketing audit of Siemens AG. Sections include: Environmental Aspects, comprised of economics, market and technology and Marketing, comprised of objectives, strategies, tactics, the 4P's, and organization. The essay begins with an executive summary. Bibliography lists 17 sources.
Filename: PGsiemn.rtf
Marketing Audit / The Phillip Morris Company
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A complete 12 page marketing audit of the Phillip Morris Company in which the writer examines the company's overwhelming advantage in the tobacco industry, marketing environment, legal considerations, pricing strategy, organization, and more. Bibliography lists 4 sources.
Filename: Philmorr.wps
Marketing Audit / Volkswagen
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In this 15 page analysis, the writer details the company's (Volkswagen) task environment, sales figures, goals to increase market share, strategic production, customer-satisfaction efforts, R & D, and more. Conclusive recommendations are presented based upon the available research. Bibliography lists 8 sources.
Filename: Mktaudit.wps
Marketing Audit at United Airlines
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United Air Lines has thousands of miserable
employees and is the owner of the record as serving the least-satisfied of all airline passengers.
Its stock price has declined throughout the explosive growth of the stock market, and
management effectiveness is weak. Revenues have increased in response to increased air travel
in recent years. If the economy does decline as it is indicating it might, then United Air Lines
could greatly suffer if management does not begin to act immediately. Included in this
20-page paper are indicators of the company's financial performance and the extent to which
customers are dissatisfied with the company. The paper urges management first to address the
issue of employee morale, and then turn its attention to its customers for the purpose of
preserving those remaining and winning back those who have left. Several charts and tables.
Bibliography lists 18 sources.
Filename: KS-UALmktg.wps
Marketing Audit for an SME
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This 13 page paper is a marketing audit on a medium sized business, using both a SWOT and a PEST analysis as well as considering issues such as the target market, segments and marketing mix. The company uses is Zumo, a fresh fruit juice and Smoothie bar. The bibliography cites 8 sources.
Filename: TESMEzumo.rtf
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