Fashion” Harvard Business Review. Hooley‚ G.‚ Saunders‚ J.‚ & Piercy‚ N. (2004) Marketing Strategy and Competitive Positioning Grant‚ R Johnson‚ G.‚ Whittington‚ R.‚ & Kevan‚ S. (2011) Exploring Strategy. Inditex Press Dossier‚ (2011) Kenna‚ A Kotler‚ P.‚ Keller‚ K. L.‚ Brady‚ M. Goodman‚ M. and Hansen‚ T. (2009) Marketing Management. Porter‚ M.E.(1985) Competitive Advantage. Creating and sustaining Superior Performance.
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BCG’s strategic concepts the organisation developed in the late 1970s‚ and is being taught at leading business schools and executive education programmes around the world. It is a management tool that serves four distinct purposes (McDonald 2003; Kotler 2003; Cipher 2006): it can be used to classify product portfolio in four business types based on four graphic labels including Stars‚ Cash Cows‚ Question Marks and Dogs; it can be used to determine what priorities should be given in the product portfolio
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the above mentioned result. The article analyses how the product should be positioned on the market. The second part of the artic conceptions of product positioning in the market. Those include: Etzel‚ Walker‚ Stanton (1997)‚ Ries and Trout (1986)‚ Kotler (2006)‚ Armstrong (2006)‚ Bhat (1998)‚ Fill (2006)‚ Ferrel (1997)‚ Lamb‚ Hair‚ McDaniel (2004)‚ Boone and Kurz (2001). The third part defines the basement of product following parts: segmentation‚ targeting and positioning. The fourth part describes
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List of Figure Figure 1 5 Figure 2 6 Figure 3 9 Figure 4 9 Figure 5 9 Figure 6 11 Figure 7 13 Figure 8 15 Figure 9 16 Figure 10 17 List of Table Table 7 13 Table 2 19 Table 3 21 Executive summary This report refers to an evaluation and recommendations on the current market situation of L’Oreal Paris. A brief introduction of the background of L’Oreal Paris and the product category which L’Oreal Paris exists will be also explained
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Relations. Traditionally‚ companies tend to employ only one/two tools to realise their goals. Today ’s competitive market‚ however‚ has made it increasingly difficult to achieve similar results without integrating most or all of the five tools. Kotler (2003) justifies the integration necessity of the tools by clarifying that‚ "the proliferation of new types of media‚ along with the growing sophistication of consumers‚ makes it imperative that companies move towards Integrated Marketing Communications
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change‚ acting with integrity and serving the world (Marriott annual report‚ 2012). In the next assignment we will try to talk about the way Marriott International Inc. apply the marketing strategies in their organization. Task 1.a Kotler in 2008 wrote that marketing refers to the social and marketing processes that include services‚ products and value being exchanged to fulfil groups and individuals wants and needs. The core marketing concepts are
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Student Name: Tamij Uddin‚ Student ID: 2120170 Contents Introduction 2 P1: Explaining strategic context and terminology- mission‚ vision‚ objectives goals‚ core competencies 4 P2: Reviewing the issues in strategic planning 4 P3: Explaining different strategic planning 5 P4: Producing an organizational audit for Virgin 8 P5: Carrying out an environmental audit of Virgin 9 Threat of substitute products or services: If a particular product in the market is faced with more substitutes
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Table of Content1.0 Industry Background12.0 Introduction13.0 Impact of Macro environments on Cell Phone Industry13.1 Demographic environment13.2 Economic Environment23.3 Natural Environment23.4 Technological environment34.0 Impact of Micro Environments on the Cell Phone Industry34.1 Suppliers34.2 Marketing intermediaries44.3 Customers44.31 Consumer markets44.4 Competitors55.0 Impact of the Changing Environments on Marketing Mix55.1 Product55.2 Price Variables65.3 Place Variables65.4 Promotion Variables66
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amongst people. Technology has made information essentially accessible to everyone‚ everywhere‚ at any time making consumers‚ “more educated and informed than ever. They have the tools to verify companies’ claims and seek out superior alternatives” (Kotler & Keller‚ 2009‚ p.121). Consumerism and technology have made it possible for the customer to be heard. They can share interests‚ as well as positive and negative reviews for others to see. Companies follow and act upon those interests and reviews
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other hand dissatisfied customers respond differently. Dissatisfied customers may try to reduce the dissonance by abandoning or returning the product‚ or they may try to reduce the dissonance by seeking information that might confirm its high value (Kotler‚ 2000). 5. Customer satisfaction is a post-purchase evaluation of a service offering (Oh‚ 2000‚ Bolton and Drew 1991). 6. Customer satisfaction is considered to be one of the most important outcomes of all marketing actinities in a market-oriented
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