How might the marketer of a Small to Medium Enterprise (SME) in the engineering sector use Internet technology in a marketing strategy?Business
There are many advantages of using Internet technology in a marketing strategy. The Internet offers potential customers three major benefits. The first is convenience. With the Internet, customers can order products any time of the day and from any location. Secondly, customers can find lots of information about companies, products and competitors without leaving their office. Due to this increased information source, objective criteria such as prices, quality and performance can all be compared much easier. Finally, with online services customers don't have to face salespeople or open themselves up to persuasion and emotional factors (Kotler, 1997). The Internet also offers benefits to the marketer. Quick adjustments to market conditions, lower costs, relationship building and audience sizing are all advantages that marketers can use when considering a marketing strategy. Therefore, marketers will be able to find, reach, communicate and sell over the Internet. Both large and small firms can use online marketing. Therefore SME businesses will be able to gain the benefits of using the Internet. Online marketing has no real limit on advertising space with costs being significantly lower than that of print and broadcast media. Given the online marketing opportunities, companies have to decide how to go online, with what products and for what audiences. There are four main ways that marketers can use Internet technology. However, not all of these methods can be used by SMEs. Some of these methods involve costs that some businesses may not be prepared to meet. An 'electronic storefront' can provide descriptions of the company and its products. It can be used as a catalogue, describing the company's products and features along with the company's news and financial standings. It can also offer the choice of placing an order. Product sales on commercial online services are between $100 million and $200 million each year...
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The basic business strategy of IKEA is ¡§To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them¡¨. The following point is to describe how IKEA has adapted its marketing strategy to take advantage of globalization and further develop their competitive advantage. Focus your discussion on raw material, product, price, distribution, promotion, and service. Raw material- - Competitive advantage in design and organization - No competitive advantage in the production of raw materials -Use organizational skills to develop lowest cost suppliers of raw and semi finished goods from all over the world - by constantly working with suppliers and value added facilities Ikeas streamlines transactions, increases efficiency and as a result get the cheapest price. Product- All products are designed in Sweden. - Because IKEA has a competitive advantage in design, all design is done at IKEA Sweden. After they are designed, the product, or even parts of the products, are contracted out to the cheapest producer. - IKEA further reduces overhead through a standardized product strategy with an identical assortment around the world. Price- Ikea offers prices that are 30 to 50 percent lower than fully assembled competing products. -large quantity purchasing - low cost logistics -low cost, suburban store locations - and DIY marketing Distribution- - IKEA has built its own distribution networks. Buying centers„³ warehouse or store „³ store - When purchased from store, consumer takes responsibility for transport Promotion- - centered on catalog, and word of mouth - attention getting promotional efforts; media varies depending on market - Target audience young, highly educated, liberal cultural values, white-collar, and not concerned with status symbols; this group is similar internationally Service- -Little customer assistance -customer chooses, transports, and assembles products...
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Coventry University School of Engineering 313 MFT Technology Thomas Puccianti 19/12/03 Laboratory Two Material Recognition Investigation, Results and Submission Section 1 · Tensile strength: a measure of the ability of a material to withstand a longitudinal stress, expressed as the greatest stress that the material can stand without breaking · Hardness: one of several measures of resistance to indentation, deformation or abrasion. · Ductility: able to sustain large deformations without fracture and able to be hammered into sheets or drawn into wires and to be moulded. · Density: measure of the compactness of a substance, expressed as its mass per unit volume. · Youngs Modulus: a modulus elasticity, applicable to the stretching of a wire.., equal to the ratio of the applied load per unit area of cross section to the increase in length per unit length. · Non Ferrous: non containing iron in the divalent state. Section 2 · Peugeot 206 car body panels: - both group - class - type · Jaguar "X" type body panels: - both group - class - type · De-Lorean car body skin: - both group - class - type · Lightning conductor: - both group - class - type · Bells in St Michael's Tower: - both group - class - type · Clock pendulum for a top quality clock: - both group - class - type Section 3 1 Milk bottle 2 Baked Bean tin 3 "Evian" Natural Mineral water bottle (500ml) 4 Fizzy drinks bottle (2litres) 5 "Eden Valley" spring water bottle 18.9 litres 6 Kitchen Foil 7 Non-PVC food wrap 8 Metal Spectacle frames 9 Skewers for cooking baked potatoes 10 Tweezers 11 Cooking pan uncoated 12 Cooking pan coated 13 "Imperial leather" Foaming shower Gel 14 Lynx2 BODY SPRAY 15 "Superdrug" aerosol shaving foam 16 "Johnsons Baby Bath" 17 CD case Coventry University School of Engineering 313 MFT Technology Thomas Puccianti 19/12/03 Laboratory Two Material Recognition Investigation, Results and Submission Section 1 · Tensile strength: a measure of the ability of a material to withstand a longitudinal stress, expressed as the greatest stress that the material can stand without breaking · Hardness: one of several measures of resistance to indentation,...
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According to the video we watched in class, Levi's was not at the top of any denim tests, however they sell for the most. This is due to their marketing strategies. Over past decades Levi's has changed it's image to fit with the current style. In the 20s and 30s it was the cowboy; after the war it ... about those actions. Codes of conduct contain examples of appropriate behavior to be meaningful. We will investigate the business ethics of marketing practices, workforce make-up and organizational diversity. These are very complex topics but it is our hope that we will be able to broaden your understanding ... Brand Equity ... star athletes. Children and adults want to wear Nike's products to feel some association with these star athletes ("be like Mike." ) The marketing image that has been created for Nike is the driving force of the demand for the products rather than the physical features. Buyers are willing ... Data Mining ... customers. As stated before, many businesses rely on this use of data mining for survival. This is very helpful when deciding strategic target marketing. Without it, many businesses may not have enough customers to run a profitable and successful operation. Identifying inefficient operations within ... Punk and Post-Punk Subcultures ... as well; it required neither shampoo nor comb and couldn't be grabbed in a fight. They wore T-shirts, button-down Fred Perrys, Ben Sherman shirts, Levi's , black Swat slacks with suspenders (always referred to as "braces"), black felt "donkey" jackets that wouldn't tear in the factory ... Punk Music ... as well; it required neither shampoo nor comb and couldn't be grabbed in a fight. They wore T-shirts, button-down Fred Perrys, Ben Sherman shirts, Levi's , black Swat slacks with suspenders (always referred to as "braces"), black felt "donkey" jackets that wouldn't tear in the factory...
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Garden Burger Marketing Plan (it's a good one!!!!!) Joseph P. Milazzo November 11, 1999 Gardenburger Case Analysis Marketing 6000 Executive Summary Gardenburger Incorporated is the leading developer, producer and marketer of meat-substitute burgers in the United States. This company was founded in 1985 ... History of Levi Strauss & Co. ... . According to the video we watched in class, Levi's was not at the top of any denim tests, however they sell for the most. This is due to their marketing strategies. Over past decades Levi's has changed it's image to fit with the current style. In the 20s and 30s it was the cowboy; after the war it ... Business Ethics ... about those actions. Codes of conduct contain examples of appropriate behavior to be meaningful. We will investigate the business ethics of marketing practices, workforce make-up and organizational diversity. These are very complex topics but it is our hope that we will be able to broaden your understanding ... Brand Equity ... star athletes. Children and adults want to wear Nike's products to feel some association with these star athletes ("be like Mike." ) The marketing image that has been created for Nike is the driving force of the demand for the products rather than the physical features. Buyers are willing ... Data Mining ... customers. As stated before, many businesses rely on this use of data mining for survival. This is very helpful when deciding strategic target marketing. Without it, many businesses may not have enough customers to run a profitable and successful operation. Identifying inefficient operations within ... Punk and Post-Punk Subcultures ... as well; it required neither shampoo nor comb and couldn't be grabbed in a fight. They wore T-shirts, button-down Fred Perrys, Ben Sherman shirts, Levi's , black Swat slacks with suspenders (always referred to as "braces"), black felt "donkey" jackets that wouldn't...
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The H2O+ brand skin ¡Vcare product has been in existence since 1989 with over 130 retail outlets worldwide in 15 countries. 17 retail outlets in Hong Kong. ~H2O+ products originated from H2O Plus, L.P in the United States which was founded in 1989 when Ms. City Melk, is founder, began offering the market water-based and oil-free shin- care products under the brand name ~H2O+. ~H2O+ offers over 200 different skin-care and body care products with retail price ranging from HK$10 to HK$ 900 per product. These products include facial care products, shampoo, lip and eye care products, shower gel, body lotion, body cream, body scrub, hand and nail cream, oil-controlling products, solar defence products and foot scrub to suit the different needs and skin types of customers. Estimate that over 90% of the customer are female and among these female customers more than 80% are between the ages of 18 and 45. Consumer of skin-care products are mostly female with the image and cost of the products purchased directly related to age and income. Young to middle aged women represent the target consumers for products priced in the middle range. The environment in sells ~H2O+ products has been one of the key factors in success. Consideration has been given to store locations, design, layout and colour scheme and the services provided by the sales staff in these retail stores. At present, all of the ~H2O+¡¦s retail outlets are located in high pedestrian traffic shopping areas and commercial areas such as Causeway Bay, Tsimshatsui, Monkok and Shatin.. In addition, each of retail outlets is designed and decorated in accordance with the image and specification to give customers warm, modern, light and healthy environment to enjoy their selection of products. ~H2O+ strategic goals for the internet are to consolidate the relationship with existing customers and to strengthen its...
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Introduction "Multinational Corporations (MNCs) which offer their products or services worldwide, are faced with the complex problem of deciding whether or not they should standardise their advertising operations across different countries." (Laroche et. al. 2001) The issue of whether international advertisers should standardise or adapt their commercial messages is indeed complex and has been the subject of much debate among both practitioners and academics for a number of years (Agrawal, 1994). This debate necessarily centres upon issues relating to whether consumption is a cultural phenomenon and the extent to which attitudes toward a brand or a product are influenced by cultural variables (Huang 1998). Contemporary business developments including trends toward integration within industries and the dissemination of global influences through the world-wide adoption of the internet have brought about a resurgence of interest in the standardisation issue. Moreover, questions as to the desirability or, indeed, morality, of MNCs adopting a standardised approach to their advertising strategy in Asia have been voiced, similarly focusing attention on the issue (Klein, 2000, Yu, 2002). This paper will critically examine the standardisation/adaptation issue as it relates to the Taiwanese market, specifically to the luxury goods market. The marketing activities of S.T. Dupont, Taipei will be used to illustrate the contention that in Taiwan and, arguably, by extension the "Asian Chinese" market, MNCs will be most successful in putting across their commercial messages by using a standardised approach, particularly with regard to strategic marketing decisions. In examining the marketing activities of S.T. Dupont Taipei this study uses the hypotheses recently presented by Laroche et. al. as a framework by which to assess the efficacy of the company adopting a standardised marketing strategy in the Asian Chinese market. This study will also propose that the uniqueness of the Asian Chinese market necessitates a reworking of the above-mentioned model...
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How Harley-Davidson's Marketing strategy has Overcome Fierce Competition from Foreign Companies As many enthusiasts may describe it, the pride of owning a Harley-Davidson is the pride of owning an 'American Icon'. Harley-Davidson's (HD) positioning strategy can best be defined by its mission statement: "We fulfill dreams through the experience of motorcycling- by providing to motorcyclists and to the general public an expanding line of motorcycles, and branded products and services in selected market segments." Now in its 100th year, however, the ideal of owning an 'American Icon' has slowly dwindled out of the public's mind, due mostly to the competition from Japanese manufacturers like Honda and Yamaha. HD's strength's of its powerful brand image, maintaining good customer relationships, strong financial position, and superiority of technology and design are hindered by its weaknesses related to product capacity and unfulfilled demand for their products2. Strategic Direction and Marketing Objectives HD has chosen the strategic direction of targeting a younger market that is technologically conscious in order to increase its share in the performance cruiser market space. With the introduction of the new V-Rod motorcycle, HD is in a position of attaining a sizeable share in the performance cruiser marketplace. To target the younger market with the new product line, the company has adopted the following marketing objectives: to expand its current market (market expansion), diversify its product line (product diversification), and modify its marketing mix to target a younger demographic. During the 1970's, HD was facing a decline in market share due to increased competition with Japanese companies. By phasing out weak models, becoming more selective, and limiting sales and promotions, HD was able to carve out a niche in the marketplace which it enjoys today3. Now again faced with a period of decline, HD is relying on its newly adopted marketing objectives. First, HD needs...
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McDonald's is the world's largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald's sales were up 6.8%, and revenue was a record high of $23 billion. "The unique business relationship among the company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonald's success over the years. The business model enables McDonald's to play an integral role in the communities we serve and consistently deliver relevant restaurant experiences to customers." (McDonald's, 2008, 25). McDonald's overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain, rather it is more focused on being the best fast-food restaurant chain. McDonald's "strategic alignment behind this plan has created better McDonald's experiences through the execution of multiple initiatives surrounding the five factors of exceptional customer experiences – people, products, place, price and promotion" (McDonald's, 2008, 25). McDonald's also incorporates geographical strategic plans. In the U.S., McDonald's strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. McDonald's has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style Chicken Sandwich for lunch and dinner. In the beverage business, McDonald's starting introducing new hot specialty coffee offerings on a market-by-market basis. In Europe, McDonald's uses a tiered menu approach. This menu features premium selections, classic menu, and everyday affordable offerings. They also "complement these with new products and limited-time food promotions" (McDonald's, 26). In the Asia-Pacific, Middle East, and Africa markets, McDonald's strategic plan is focused around convenience, breakfast, core menu extensions and value. With McDonald's overall strategic plan and its...
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The best example of terrorism in the present day was the attack on the Americans on September 11th when the world trade center was destroyed. It certainly caught the attention of the world and succeeded in its goal. Terrorism is defined as using terror-inspiring methods of governing: is this a productive political strategy? Terrorists usually campaign for their political view to be enforced. By drastic, extreme methods, such as the September 11th attack, terrorists are able to inspire fear and make their views known in effective ways. USA civilians mourned the loss of life on September 11th but they also mourned over their loss of faith in the system that protects them from any attack. This fear was created by terrorism. Action taken by terrorists is made more significant by the inevitable publicity terrorists crave. Gaining the public eye allows terrorists to emphasize the political point they are campaigning about well, which is exactly the desired effect of terrorist attacks. It is evident that terrorism is a successful means of displaying a message because US President George Bush made clear the motive of the suicide bombers on September 11th. He advertised their cause for them. A “war on terrorism” is almost impossible as terrorism is what might be called an abstract concept. Terrorism cannot be demolished through plain hand-to-hand combat, as the USA discovered in the Vietnam War against the communist guerrillas. Terrorism can only be abolished by the causes of terrorism being abolished, making the world a place free of grievances, which is almost impossible to achieve. Certain terrorist movements can be combated by intelligence agencies. However, terrorist operations ensure that their plans will not be known by many people, so it is extremely difficult for the intelligence agencies to find out what they are doing. This method of terrorist organisation is...
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