Strategic Marketing Case Analysis Banyan Tree: Sustainability of a Brand During Rapid Global Expansion [pic] Prof. Julie H. Yu The Chinese University of Hong Kong February 2011 A project by: Keevin Wong Ian Leung Daniel Lam Ada Leung Enoch Ma Anna Laura Riemann Table of Contents 1. Introduction 1 1.1 Company Background 1 1.2 S-T-P Strategy 2 1.2.1 Segmentation 2 1.2.2 Targeting 3 1.2.3 Positioning 3 1.3 Success Factors 4
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assignment must be handed in BEFORE 5th December 2013 by 3.00pm. Any late submission will get mark 0. Case study Title: Bank Marketing 1. Background of the case study This case study is related with the direct marketing campaign of a Portuguese banking institution. The bank was making a promotion on the product‚ bank term deposit‚ to some potential clients. The marketing campaigns were based on phone calls. Often‚ more than one contact was made to the same clients. The strategy was decided in order
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and Targets GENERAL CONCEPT QUESTIONS Multiple Choice 1. In ________ marketing‚ the seller engages in the mass production‚ mass distribution‚ and mass promotion of one product for all buyers. a. group b. mass c. general d. segmented e. differentiated Answer: b Page: 226 Difficulty: Medium AACSB: Analytic Skills 2. The argument for ________ marketing is that it creates the largest potential market‚ which leads to the lowest costs‚ which in turn can
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1. Introduction to the Company providing an overview or outline of the report with Organizational-level mission and objectives ( a page or two) Company: SimplySiti - Overview SimplySiti Sdn. Bhd.‚ known as SimplySiti is a cosmetic line founded by a Malaysian artiste‚ Siti Nurhaliza in March 2010 with the headquarter in Kuala Lumpur‚ Malaysia. Arrival of SimplySiti The Skin and Make-Up A global research medical aesthetics company‚ and SimplySiti‚ a prestige beauty brand created under the
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Lewis at Staples‚ Inc. (A) (Abridged) op yo Six months from now‚ on February 1‚ 1998‚ Jeanne Lewis (HBS ’92) would become the senior vice president of marketing at Staples‚ Inc. (Staples)‚ a nationwide office supplies superstore. After 10 months working side by side with Todd Krasnow‚ the current executive vice president of marketing‚ Lewis was becoming familiar with the department. Her initial assessment led her to wonder if the department’s operating style was suited to evolving competitive
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Question 1 In 2001‚ The Soup Spoon incepted with partners Andrew Chan‚ Benedict Liew and Chef Anna Lim with a common goal in mind to create a sensational product that will bring The Soup Spoon to its maiden glories. Today‚ The Soup Spoon has come up with their sensational product to boast to all soup lovers. They believe that soup should not be just treated as an entrée‚ instead it should be worthy of being with the big meats like beef or mutton as a main dish. Aiming to cater innovative‚ fresh
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Table of Contents 1.0 INTRODUCTION 1 2.0 ANSWERS 2 2.1 QUESTION 1 2 2.2 QUESTION 2 5 2.3 QUESTION 3 10 3.0 APPENDIX 14 4.0 REFERENCES 18 1.0 INTRODUCTION From the case‚ it is stated that Metropol Zoo has to make a major decision because of its poor performance over the past few years. External factors such as economy‚ government decisions‚ change in consumer behaviour and competition contributed to it. Now‚ it has to make a decision whether to take up virtual reality (VR) technology
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Management 231 Marketing - 2013 Tutorial 3 Analysing the competitive situation | |Name |Surname |Student Number |Mark |Signature | | |Godfrey |Hlazo |3102961 | | | Due Date : 04
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advertisement with the tag line - ’Thanda Matlab Coca-Cola’ was targeted at rural and semi-urban consumers. According to company sources‚ the idea was to position Coca-Cola as a generic brand for cold drinks. The campaign was launched to support CCI’s rural marketing initiatives. CCI began focusing on the rural market in the early 2000s in order to increase volumes. This decision was not surprising‚ given the huge size of the untapped rural market in India (Refer Exhibit II to learn about the rural market in
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1. Appointment order Carol Adams President Rotary Club 6741 North Greasewood Street‚ Surprise‚ AZ‚ United States (623) 583-3500 November 20‚ 2008 Ruth Williams Senior Academician 404 8th Street South‚ Minneapolis‚ MN‚ United States (651) 291-8300 Dear Ms. Williams It is indeed a pleasure to announce your appointment as a chief editor of "Education Update" a fortnightly magazine published by Rotary Club. You have been working in rotary as a member for last five
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