Marketing (brand management question) Essay Example | Topics and Well Written Essays - 1000 words

Marketing (brand management question) - Essay Example A classic example will be DHL. This company won the Platinum Award (Airfreight / Courier Service category) in the Superbrand 2005. Its brand statement is to enhance the customers' businesses by offering express delivery and logistics solutions based on strong local expertise combined with a vast global network. They keep to their words and thus winning glory in the industry. Different from the business markets, consumer markets will need more product features and advertising for their product. The audience for consumer markets branding involve the general public, in which the variance of needs and desires are greater than a business markets. Dell Computer is the example of this category of branding. It manages to position itself as a customize personal computer provider. This is collaborated by its successful supply chain management which makes it its brand identity. A "branded house" means a company which itself is a brand. The products come under this company will be the subset of the main brand. In branding, it gains level of acceptance and importance in short time due to the previous identification with the parent brand. Take for example, Hewlett Packard. This brand name covers products from laptops, desktops, Palmtops to even printers. All the products carry the same brand HP though they have names and are under different product category. It enters the market of palm tops easily despite the effort by Palm Plc. In contrary to that, a "house of brand" would be a company that markets a range of brands. A classic will be the Procter and Gamble (P&G). It comprises a lot of brands from different product categories such as Duracell the battery, Pantene the shampoo, Olay the beauty products, Mr. Clean the household cleaner, Braun the oral care products and many more. 3. Discuss the risks and benefit of brand extension. Research detailed examples of each. The benefit for a company to use a successful for brand extension could help it to enter a new product category. Examples are like the Fairy brand (Unilever) which extended from washing up liquid to washing powder and Lucozade which extends from a children's health drink to sports drink. This brought advantages to the company as it does not post doubt on the customers which presume the product as a newly launched products. It sustains the trust on a single brand to an extended product under the same brand. However, a failure in doing so could cause damage. Firstly, it is the dilution effect of the brand by products. The example is like when people talk about Fairy, it is not just only a washing liquid anymore. Secondly, it posts difficulties to connect with the parent brand names. Imagine if Colgate is marketing a candy product. It will be a disaster to the brand as the messages from the brand is inconsistent. 4. Discuss factors involved in successful brand differentiation. The key factors that could drive a successful brand differentiation are Desire for sustainable brand differentiation The company and its employees would need to have the same vision on brand differentiation as both are involve in making the strategy a success. Without management support or

SWOT Conversion Essay Example | Topics and Well Written Essays - 1000 words

SWOT Conversion - Essay Example They thus provide impetus for strategic changes within the managerial and marketing processes for improved performance. As Marketing Manager of Tesco Plc, I would be evaluating the SWOT analysis tools of Tesco against that of its competitor, IKEA, UK, in its furniture segment. Overview of Tesco Tesco Plc. is one of largest global supermarket chains with workforce of 472000 strong people in more than 4811 outlets across 14 countries (tesco, 2010). As a leading food and non food supermarket, it has created a niche market position in UK and across the globe. Its non food segment, especially the furniture segment directly competes with IKEA which is a leading home furniture retailer with a global presence. Though a relatively recent entrant into this area, Tesco has been able to make significant inroad into this market and compete with the market giant like IKEA through sustained efforts to diversification based on changing preferences of people. Tesco strength lies in its strategic plan ning that has effectively relied on marketing tools like SWOT and Porter’s five force analysis to gain leverage against its competitors in the field. Critical analysis of SWOT theory vis-a-vis IKEA SWOT analysis IKEA’s major strength is its global brand with emphasis on sustainable business practice and cost consciousness. It extensively uses renewable materials through design innovation, reducing wastage and promoting environment conservation in its supply chain management. Tesco, on the other hand has long since been a promoter of sustainable development and has continuously strived for highly indigenous techniques for carbon footprints. It has increasingly introduced organic food and non food item in its ever widening product lines. It is committed to carbon neutral policy by 2050 and diligently helps its customers to considerably reduce their carbon footprints by 2020 (ibid). Tesco has also been a leader in providing its customers with quality products at very comp etitive prices. Tesco’s Clubcard is testament of its huge database of satisfied and committed clientele which boasts of over fifteen million active members! Clubcard is a unique way of rewarding its customers through discounts vouchers and reward points. It has in fact become one of major elements of competitive advantage against IKEA. The IKEA’s KPI or key performance indicator broadly relies on its IWAY process for defining its social and environmental compulsions for its products and its various supply chain partners. Tesco has formulated stringent guidelines under ETI or ethical trading initiatives that promote sustainable practices across all its business partners. IKEA’s design initiatives for its furniture and furnishing, is highly creative. NORDEN and LACK tables, OGLA chairs etc are exemplary examples of waste management. It has also refined its transportation logistics to reduce carbon footprints. TESCO’s ergonomically designed state of the art furniture are cost effective but it nevertheless needs to improve its waste management policies on production through more creative inputs. Not many of its items are made from waste but introduction of products made from paper mache has increasingly become popular amongst the masses. Tesco believes in forging alliances with local

Individual Strategy Assignment Essay Example | Topics and Well Written Essays - 1750 words - 1

Individual Strategy Assignment - Essay Example Value proposition, which states the specific benefits that a product or service provider offers the customer, is a necessity for every organization. Indeed, a company that lacks a clear and singular value proposition is similar to an individual without energy and power, and, therefore, lacks the ability to champion the occurrence of various aspects. Additionally, it is only through the value proposition that a company is able to convince the customers that indeed the products and services offered are the best among the other competitors and that the customers should only make purchase choice on their products and services. Apple is such a company with great brand and value proposition. Based on the above perspective, this paper discusses the development of Apple’s value proposition and factors supporting the value proposition including organizational task statements. One critical aspect that every company or organizations put in the minds of the consumers is that their lives will improve significantly by the purchase of the company’s brand. Such is usually the idea that centers on company’s brand building. However, in the case of Apple, the company has gone overboard by creating products that seem like consumers must have. Additionally, in building their brand, Apple works on establishing an idea in the minds of their customers that there were no products and services like any other in the market, and as such, the customers never had an alternative but to buy their products. Ideally, Apple success rests in the building of assets that distinguish them from the rest, enabling the consumers no any alternative to their products. As such, Apple has developed its value proposition with a perception on the consumers’ minds that Apple’s products and services remain the best in the industry. Whenever a customer asks for a reason as to why they should buy a particular company’s product or need their service, the company’s value proposition

Human Relations School of Thought compared to a Taylorist Fordist Essay

Human Relations School of Thought compared to a Taylorist Fordist perspective - Essay Example The human relations school of thought is to a great extent superior to Taylorism given the value it attaches to people and the role of the motivated employee in the workplace. The approach changed Taylor's view of the workers as machines and instead shifted the attention from the task to the worker. It is in the human relations approach to management that for the worker was viewed as being an important component of the organization. The manager's perception of the workers in the human relations school was holistic as opposed to Taylor's focus on the bundle of aptitudes. The human relations approach was aimed at changing the attitudes of the managers towards their subordinates. Managers embrace such propositions today and are significantly concerned with how they relate to their workers. The human relations school of thought proposed the need for managers to create a sense of satisfaction and belonging for their workers by demonstrating an interest in the welfare and personal success. Taylor’s misleading assumption that people could only be motivated by financial incentives and the individualistic approach he gave to work performance make the scientific management approach a lesser evolved management approach compared to the human relations approach. The importance of a two-way communication approach between the manager and the subordinates is emphasised in the human relations school of thought. The human relations school of thought views the productivity of the employees as being dependent on the satisfaction of the employee.

Computer think Essay Example | Topics and Well Written Essays - 2500 words

Computer think - Essay Example Actually, the majority current calculators are truly a kind of computers, with several pre-installed application programs to assist in solving complicated and difficult jobs. In addition, the computers have greatly influenced over lives. They have totally transformed the working practice of business domains. Moreover, they have brought revolution in mathematics, Physics, Chemistry, Geography, Banking and various other disciplines of life (McGuigan and Wallace), (Norton) and (Shelly, Cashman and Vermaat). This paper presents a detailed overview of computers, their largest impact or influence on our thinking and our life. This paper will analyze some of the important aspects of computers throughout our life. This paper will also evaluate that how computer has enriched various walks of our life. Then I will present the impact of modern technology of computer in a community. An introduction to computers At the moment each particular individual is familiar with the term computer. Due to t heir massive utilization we are able to discover computer systems at all over our surroundings. Actually current world will be imperfect without computer systems as well as their utilization in various walks of life. It’s approximately impractical to yet visualize the recent benefits and services exclusive of the utilization of computer systems. A lot of persons might recognize that computer implies a PC, over which they are able to watch movies, play interesting games, organize staff records as well as handle every day planning, activities and development. However, this is only a simple fraction of computer expertise. Therefore, computer implies even more than a personal computer. In this scenario, a computer could be referred as a device which accepts data and instructions carry out processing and functions consequently. In addition, these controlled instructions are recognized as computer software and computer systems implement this software to perform a function. Moreover , during a specified instant of time, a group of instructions can be provided to a computer to execute a number of processes, all together (The Gemini Geek). Computer Technology Vs Calculators Similar to computer systems, another device known as calculator as well obtain data or instruction like an input and return back to the users in the form of useful information. However, a calculator is able to offer perform operations on a current and instant input simply. Therefore, computers can perform a collection of instructions simultaneously; consequently a computer system is able to work like a constant employee. In addition, computers give information for particular instructions using a determined way, thus there is no need to input a single data or instruction at a given instant of time. Moreover, an individual computer system is able to manipulate a variety of instructions all together. Due to this special trait, computer systems may show an ample impact and useful services and func tionalities like banking, transport, safety, management interaction etc (The Gemini Geek) Computer Utilities At the moment computers have been classified according to their capabilities. Considering their utilization and service function they could be divided into different kinds. In this scenario, the fastest computers available in the marketplace are known as

Compare an revolution to civil war Research Paper

Compare an revolution to civil war - Research Paper Example The similarities and differences are also stated and explained. Revolution may be caused by army and rebellious groups with a certain motive which will be of their advantages. This leads to the major types of revolutions that are experienced globally. The first one is the violent and sudden revolution that seeks to transform the entire nation establishing new political systems that prioritize the citizens’ issues. The other revolutions are the political revolutions in which the government is replaced but other structures like property relations are left intact. The best example of such a revolution is the French revolution that happened in 1830 and 1848. Political revolutions entail mass mobilization and more fundamental economic, cultural and social change (Briton, 12). The final types of revolutions involve the sweeping but slow changes of the entire society that take several generations to be embraced globally or in a certain nation. One example is the religion which is spread out from one generation to another in the changing of people’s beliefs. The other example that has being evident globally is the industrial revolution which has been gradually embraced by nations to develop various machines. Industrial Revolution in Britain was really propelled by the development of a steam engine that would enable the pumping of water from coal mines thus enabling deeper mining in the ground (Downing, 7). The one cause that leads to rising of revolution in any nation is when democracy is undermined and collapsed by the reigning regime. Undermining of democracy could be a result of the authoritarian leadership. This leadership does not give the citizens the freedom to express their grievances forward to be met by the people in power. This contends that for a country to expand economically and reduce the rise of revolution there has to be a strong, independent middle class that entails rational legal

Ratio Analysis Essay Example for Free

Ratio Analysis Essay The aims and objectives of this report are to compare the two companies, Kingfisher Plc. and Home Retail Group Plc., using their annual report published for the year 2011. With the help of the financial statements, it will be possible to calculate different ratios that are relevant to the comparison between the two businesses. Through this comments can then be made on the performance of both companies for the year, stating some of the possible factors that could have made affected this. Comparison will be on a year-to-year basis and then between the two companies as a whole. When comparing two companies like Kingfisher and the Home Retail Group, there are a few limitations needed to be considered before this is possible. The first would be the different accounting policies that each corporation have chosen to adapt to their financial statements; this could be in regards of the depreciation or inventory valuation method used for the preparation of relevant statements. Another important point to note is that financial statements are based on historical information and therefore this would not be as objective to when we come to use them for the comparison. Expanding on this, the closing balances on the statement may make the ratios appear misleading when comparing the two companies for the period, i.e. seasonal sale boost; Christmas and New Year promotion. The main issue that should be considered is the date that they have published their account Kingfisher being 31st January 2011 and Home Retail Group at 28th February 2011. So it would not be possible to make a more accurate comparison, as the economic conditions may have changed for that one month Kingfisher did not trade. Although it would suggest comparing the two businesses is not ideal, the two companies are somewhat similar. Therefore this should make the approximation more accurate and thus the comparison more meaningful. Kingfisher PLC Kingfisher is a company that focuses on mainly offering its customers home improvements products for DIY and such likes. Its main retail brand in the UK is BQ with a market share of 14% and they are currently top of the market. They are also making a respectable breakthrough in France with their brands, Castorama and Brico Depot taking 21% of the market share with the top place. Moreover they have expanded to Germany, Turkey, Spain, China, Poland and Russia