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05 Mars 2008
doc

Brasserie Duyck

Étude de cas - 4 pages - Brand management

This article is about studying the case of the Duyck breweries, a company that is four generations old and that is leading the tradition relentlessly free on the French beer Market. The Duyck brewery is one of the remaining independent local breweries that try to survive at the end of the 20th...

05 Mars 2008
doc

Business plan for exporting RedGreen Danish chic sportswear products to Japan

Business plan - 10 pages - Marketing mode et prêt-à-porter

Where do we see fashion in 2007? Are people becoming more fashionable? We believe that fashion enables people to become a part of a culture and differentiate themselves regardless of the color of their skin and background...or identify themselves with a particular group. In the world of...

05 Mars 2008
doc

Case analysis: Firestone

Étude de cas - 11 pages - Marketing automobile

Bridgestone/Firestone Inc. is an international manufacturer with 38 production facilities around the world. The company is based in Nashville, Tennessee and was formed in 1990, when Bridgestone USA merged with the Firestone Tire & Rubber Company. Tires are the largest part of...

05 Mars 2008
doc

Evaluating supermarket power: Carrefour promodes

Étude de cas - 8 pages - Marketing distribution

In recent years, large buyers that had previously been in fragmented industries have increased their purchasing power through mergers and acquisitions. This change has placed more importance on the topic of limiting bargaining power and preserving free competition in the market. As a result, the...

05 Mars 2008
doc

Wilkinson sword intuition

Étude de cas - 12 pages - Brand management

Every woman old enough to remove hair knows the Wilkinson Sword Intuition. It is a product which has been launched on the women shaver market because it is a market which is strongly expanding nowadays and represents potential profits for producers: it became as competitive as the masculine...

05 Mars 2008
doc

Boosting sales of the Nespresso System

Étude de cas - 9 pages - Marketing luxe

Nespresso is the result of an innovation process that started inside the Nestle Company: a new idea of coffee that combines the quality of an espresso coffee and the convenience of the use of capsules. The process of launching this product inside a big company like Nestle was not an easy one....

05 Mars 2008
rtf

Marketing viral, Buzz marketing

Dissertation - 14 pages - Théories et stratégies marketing

Nous sommes à l'heure actuelle dans une société où la consommation occupe une place prédominante. Les individus se trouvent confrontés à une masse de promesses publicitaires dans lesquelles ils perdent peu à peu confiance. Il est alors difficile pour les entreprises de se distinguer et de...

05 Mars 2008
doc

How to succeed on the Chinese dairy products market?

Étude de cas - 11 pages - Marketing international

Occidental companies have often experienced difficulties to sell products in foreign countries, and especially in China. Indeed, this country has a strong culture and its own consumption habits. Thus, without considering seriously the differences between occidental and oriental consumers, many...

05 Mars 2008
pdf

International Marketing McDonald's and its strategy for success

Étude de cas - 20 pages - Brand management

With more than 30,000 restaurants all around the world, the McDonald's Corporation is definitively considered as the biggest fast-food chain on earth. Created from the imagination of two brothers who wanted to create something new, innovative and attractive, the firm quickly met customer needs...

05 Mars 2008
pdf

United Colors of Benetton

Étude de cas - 20 pages - Marketing mode et prêt-à-porter

United Colors of Benetton, a major brand of the Benetton Group, is a leading apparels manufacturer and designer based in Treviso, Italy. Its operations are mainly based in the European Union market; however, recent market trends and developments have compelled the company to expand its presence...

05 Mars 2008
doc

Business plan: Personal traveller - tourism in China

Business plan - 23 pages - Marketing tourisme

Personal Traveler is a travel related service company which links with travel agencies in leading European markets in forming a customized package to fit the need of “third-age” foreign travelers in main Chinese cities. The venture will leverage on the sharp increase in tourism expected...

05 Mars 2008
doc

Market presentation about the Ted Baker Company (2006)

Étude de cas - 49 pages - Marketing mode et prêt-à-porter

First of all, Ted Baker is operating on the fashion retailing market, which we are going to study, with particular attention to United Kingdom, where the company started. In this report, we will be mainly concerned with women swear retailing which is currently the most important part of the...

04 Mars 2008
doc

Nespresso's strategy

Étude de cas - 14 pages - Marketing luxe

How Nespresso made it to turn a basic product into a luxury one through its CRM strategy? Drinking coffee is such a common habit that brands always offered all the elements to enjoy this beverage at home; the coffee, the machine, the filters… As a result, the quality and taste can never...

04 Mars 2008
doc

H&M on the Japanese market (2007)

Étude de marché - 11 pages - Marketing mode et prêt-à-porter

Hennes & Mauritz AB, better known as H&M, one of the inexpensive clothing fashion brand's leaders, established an expansion strategy, above all towards the East. They opened a lot of new stores in the best location, on shopping streets and in shopping centers in the United States (Beverly Center...

04 Mars 2008
doc

The effect of guilt appeal in social marketing.

Dissertation - 15 pages - Théories et stratégies marketing

De nombreuses études ont déjà été réalisées sur le thème de l'efficacité de l'appel par la peur. En revanche, on en sait moins en ce qui concerne l'utilité de l'appel à la culpabilité dans le domaine du marketing social. L'appel à la culpabilité peut par exemple prendre la forme d'un spot...

04 Mars 2008
doc

Report and recommendations: Cathay Pacific

Étude de cas - 7 pages - Brand management

The framework of this research is based on Hazleton's taxonomy. Thus, the aim of this research is to apply the theory to the company, Cathay Pacific Airways. Cathay Pacific is successful using its current strategies that are cooperative problem-solving, informative and promise rewards for...

04 Mars 2008
ppt

Les jeunes et la politique - publié le 04/03/2008

Fiche - 29 pages - Brand management

Dans 31% des cas, si les jeunes ne s'intéressent pas à la politique, c'est dû au fait qu'ils ont une mauvaise image des politiciens. Dans 20% des cas, c'est une question d'intérêt et de connaissances (...)

04 Mars 2008
doc

Case study: you Tube

Étude de cas - 11 pages - Marketing NTIC

You Tube is a popular website used to share free videos. It enables the users to share, upload and view videos using the streaming technology. You Tube uses an average rating system depending on how many times the videos have been seen. Daily Motion is the French clone of You Tube, it uses the...

04 Mars 2008
pdf

Dove advertising campaign

Étude de cas - 18 pages - Marketing des médias & communication

In the modern days, media is everywhere. Communication is not only essential, it has become a necessity. Media includes the choice of advertising channels, for example, television, radio, newspaper, direct mail, and to be recognized, it is important to stand apart from the others. The creative...

04 Mars 2008
doc

La distribution en France et la franchise

Cours - 10 pages - Marketing distribution

La distribution est l'ensemble des moyens et opérations permettant de mettre des biens et des services produits par une entreprise à la disposition des utilisateurs et des consommateurs finaux. Il convient de distinguer : - La distribution commerciale (Nature juridique) : elle permet le...

04 Mars 2008
doc

Les univers de consommation

Cours - 12 pages - Brand management

Description des univers de consommation en hypermarchés ainsi que dans les magasins d'ameublement, de leurs stratégies. Les stratégies employées par ces enseignes et celles de disposition des produits sont analysées.

04 Mars 2008
doc

Kit d'analyse du Système d'Information Commerciale (SIC)

Fiche - 7 pages - Brand management

Kit d'analyse permettant de mettre en oeuvre le Système d'Information Commerciale (SIC) qui est demandé dans le dossier en BTS MUC, NRC...

04 Mars 2008
doc

La zone de chalandise du point de vente

Cours - 7 pages - Brand management

Le consommateur fréquente le point de vente le plus proche de son domicile ou de son lieu de travail à condition qu'il offre le produit proposé (loi de Reilly) (...)

03 Mars 2008
pdf

Estore at Shell Canada Limited

Étude de cas - 13 pages - Marketing NTIC

Shell Canada Limited took an innovative initiative in 2003: to launch an eStore for our business customers. But even though many customers have signed up, the utilization rate remains low. In that sense, the initiative doesn't match our business objectives which consists of cutting costs of...

03 Mars 2008
doc

Levi Strauss Japan K.K: A denim jeans market

Étude de marché - 7 pages - Marketing mode et prêt-à-porter

Levi Strauss is a world renowned brand in the apparel industry. Its core product lines for men, women and youth are the LSJ brands of jeans and jean-related products. Facing a period of economic crisis in the Japanese market, Levi Strauss risks to lose its market shares. How can LSJ manage to...

03 Mars 2008
pdf

Comment expliquer que, malgré cette longue tradition d'osmose avec la nature, la Chine est actuellement l'un des pays les plus pollués du monde ?

Dissertation - 19 pages - Marketing international

Avant de pouvoir analyser les liens existants entre les héritages culturels du pays du milieu et sa situation environnementale actuelle, il faut connaître précisément cette situation. L'état des lieux de la pollution en Chine servira d'introduction puisqu'il sera le fil conducteur de...

03 Mars 2008
pdf

The viral marketing

Fiche - 3 pages - Théories et stratégies marketing

Viral marketing (VM) is “ the strategy of getting consumers to sell a product on behalf of the company that creates it” (Solomon et al.,2006) and “used primarily in Web marketing” (Wells,Moriaty, and Burnett, 2006, 569). Word-of-mouth (WOM) and group influence (GI) are the...

03 Mars 2008
doc

Le géomarketing.

Dissertation - 14 pages - Théories et stratégies marketing

Le géomarketing fait son apparition aux Etats - Unis dans les années 80. Mais ce n'est que dans les années 90 qu'il se développe véritablement en Europe avec le développement des TIC. En France, ce n'est que depuis quelques années que le marché du géomarketing connaît un réel développement. Il...

03 Mars 2008
doc

Stratégie d'internationalisation : Should a firm offer the same product worldwide or customize the product to suit the demands of each market?

Dissertation - 11 pages - Marketing international

Le dilemme entre adaptation et standardisation s'est rapidement posé aux entreprises souhaitant s'internationaliser, plus précisément la question est pour la firme de savoir à quel point elle sera contrainte de s'adapter, en effet l'adaptation à un marché étranger représente un important facteur...

02 Mars 2008
pdf

Fiche de lecture : De l'idée au produit - François Jakobiak

Fiche de lecture - 8 pages - Théories et stratégies marketing

François Jakobiak répond dans son ouvrage à deux questions majeures : Pourquoi l'innovation industrielle et commerciale est-elle indispensable ? et pourquoi l'innovation organisationnelle devient-elle, elle aussi, indispensable. Il constate alors que pour susciter cette indispensable innovation,...