Tony Tan Caktiong and his brothers put up a two-branch ice cream parlour in Manila’s commercial districts of Cubao and Quiapo during 1975. It got expanded as they include hot sandwiches‚ burgers‚ and other meals. Their business was successful though it eventually outsold the ice cream product. In January 28‚ 1978‚ Tom Tan and his brothers formed the Jollibee Foods Corporation (JFC). As they made a fast-food outlet‚ they decided to develop an own brand including a mascot‚ a menu that would look
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of Coffee-Mate and creamers ✓ Occupation 2. How do you evaluate the market segments originated by the application of the variables you referred in 1.? Which of the segments would target and why? Evaluation criteria (Principles of Marketing‚ Philip Kotler – pages 423 and 424): ✓ Size and growth potential of the segment: ➢ Growth: according to the sample and tot the characteristics of each segment (age and social grade) we think that‚ in the future‚ people that are ‘Sharon and
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“Strategic marketing focuses on choosing the right products for the right growth markets at the right time” (Jain & Haley‚ 2009‚ p. 26). When Lipitor hit the market in 1997 that is just what it achieved – the right product‚ the right growth market‚ and the right time. Lipitor quickly gained the No. 2 spot with 18% of the market share within the first year that led the way to gain the top spot as the market share leader. Warner-Lambert developed the drug initially but needed to catch up in
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1: The term Relationship Marketing (RM) was used by Berry (1983) in relation to Transaction Marketing (TM). He used RM as a tool to challenge the dominant practices and theories within the TM paradigm. There was a growing concern that a firm’s objectives should be more than attraction‚ they should maintain and develop relationships with all stakeholders. Furthermore‚ TM treated consumers as passive participants that were available in great numbers. It was during this period of ambiguity that RM was
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Bibliography: - Solomon;Marshall.Stuart (2009). Marketing- Real People Real Decisons. Essex: Pearson Education. 282 -313
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bottom line. So‚ how do you make your marketing campaign “viral”? How do you get 2 million people to register to your company website? Let’s look at one of the largest luxury car brands to learn how. One of the first viral marketing campaigns that came to mind for this assignment was the BMW short films. The BMW short films were launched in 2002 as part of a large BMW marketing campaign. BMW‚ the “Ultimate Driving Machine” became the ultimate interactive marketing campaign through BMW Films. Traditionally
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the largest information technology company‚ sharing almost all market shares with Apple‚ it’s major competitor. With making US$30 billion dollars net income per year‚ however‚ it may be hard to imagine that Samsung is submerged into some unethical marketing practices. There is a shocking news reported in the October of 2013‚ which grab the attention all over the world‚ including Samsung ’s customers and its competitors as well. Although Samsung has such a large market share in the smart phone industry
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Marketing case : Jones Blair 33 The US paint industry is a maturing industry (13 billion – slow growth rate) divided into three segments : * 43% : architectural coatings * 35% : original equipment manufacturing coatings * 22% : special-purpose coatings There are 3 types of distributors : * 50 % : mass merchandisers * 14 % : specialty paint stores * 36% : hardware and lumberyards The are 3 types of clients : - 50% : do-it yourself painters - 25% : professional
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1. Introduction The Microsoft case describes how the company was build and gives an insight in their Human Resource policies‚ from the early 1980 until the 2001. Bill Gates believed that in order to develop outstanding software‚ attracting the right people was crucial. The focus of their HR policy was to attract intelligent technical people. These technical people were the foundation of Microsoft’s great success. However (senior) management functions were also given to these technical employees
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Implementation and Control of the Marketing Plan The primary means of marketing directly to the target market of existing customers will transpire through means of Television ads‚ customer email‚ updates to the company website‚ radio and billboard advertisements. Though the marketing plan will necessitate extensive advertisements initially‚ once adequate information is released‚ this requirement will dissipate. The Control measurement to when the company establishes adequate advertisement will occur
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