While all of the principles of marketing are important‚ it is crucial to have a valuable brand name‚ understand your competitors‚ and be innovative. Having a valuable brand name is vital because customers and potential customers attribute product quality‚ styling‚ service and reliability to a brand name. Having a brand name that is trusted and easy to remember gains greater customer loyalty‚ after all‚ people tend to buy products from companies that they have heard of and from companies that have
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[By Roma Christian] Strategic Marketing Plan Report: Jetstar Australia [This report will specialise in the operation of Jetstar Airlines within the Australian domestic airlines market] 3.0 CORPORATION AND SBU BACKGROUND 3.1 Corporation Jetstar Airlines Australia is a Qantas owned subsidiary specialising in low fares throughout the Australian domestic airline market (_). Though this Australian subsidiary is wholly Qantas group owned‚ the company is separately managed and operates independently
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Air France‘s Case You have just been hired by Rob Griffin to help him better understand the effectiveness of Air France’s online sponsored search efforts. He has requested answers to the following questions: 1. Please calculate the effectiveness of each of Air France’s marketing campaigns across the 7 different publishers categories (3 points). Publishers | Avg. Cost per clicks | Tot. Clicks | Media Costs | Tot. Bookings | Tot. Revenue | Net Revenue | Net Rev per Cost | Avg. of Sales per
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Definitions of an SBU (Strategic Business Units): 1) Marketing‚ Strategic Business Units‚ a division within an organization responsible for marketing its own range of products. (www.thefreedictionary.com/SBU date: 11:30 on 10/4/2015) 2) A company division‚ product line within a division‚ or single product or company brand that has an objective and mission different from other company business and that can be marketed independently from the rest of the company. The organizational structure of an SBU is typically
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transportation so they can spend more on the activities. Ryanair‚ the largest budget airline in Europe‚ "The Economist Magazine" labeled it as "the world’s most profitable airline." when the oil prices is in an increasingly competitive environment. AirAisa‚ the most famous budget airline in Asia won the Skytrax World’s best low-cost airline award in 2009 and 2010. The operation strategy and business model of AirAsia is similar with Ryanair‚ seems that there are no differences in the attitude and
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To begin with we will provide a brief background on the case. The fact is ‚ John was travelling on the journey to Liverpool by using the ticket that his girlfriend had bought him. When he was boarding the ferry he was approached by a member of the ferry staff who informed him that he was the 100‚000th passenger to travel on the new service. He was also informed that if he would engage in a number of publicity events associated with the fact that he was the 100‚000th passenger that he would receive
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Marketing Management Unit 2 Scanning Marketing Opportunities Chapter 4 - Strategic Planning Lesson 12 - Business Portfolios‚ Boston Consulting Group (BCG) Modal Hello students! After having an understanding of what an SBU is you also need to now how do the companies select a particular strategy for which they need to analyze their SBUs? There is a matrix given by the Boston Consultancy Group‚ which can be used by the companies for the purpose of analysis‚ which will be discussed in this lesson
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description of the proposed portfolio process. You are explaining it to the executives. 2. The reasons it was selected (tie to strategies as appropriate.) 3. A description of the proposed selection criteria. How will the process be applied in your SBU? 4. The method for applying the selection criteria‚ and the justification for both. How are you going to score the projects and evaluate the scores? Hints for a Successful Part 1: This is not a complete project proposal or even a complete status
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better per passenger results. 1 Revenues from non-ticket sources‚ which are called ancillary revenues‚ have become an important financial component for low cost carriers (LCCs) in Europe and throughout the world. Michael O’Leary‚ Chief Executive of Ryanair‚ Europe’s largest LCC‚ wants to offer free airline tickets by replacing traditional ticket sales with revenues produced by ancillary activities.2 His statement reflects how Europe’s LCCs have morphed the Southwest Airlines model of providing overall
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INDIVIDUAL ASSIGNMENT TWO SPECIFIC INSTRUCTIONS This assignment is based on AirAsia‚ one of the Malaysia’s low cost airlines. The case study below provides some basic background information. You are however encouraged to source more information about the low-cost airline concept‚ the Malaysia airline industry and AirAsia’s key competitors‚ Tiger Airways‚ Jetstar and Firefly. Ten marks (10) will be allocated for the technical quality of the assignment and students will be penalized if the
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