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...
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...
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...
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...
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...
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...
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...
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 (...)
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...
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...
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...
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.
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...
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) (...)
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...
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...
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...
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...
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...
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...
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,...
How to promote a new form of selling books for the EFE Company?
Étude de cas - 14 pages - Brand management
With analyse-experts, EFE is not only selling a product on the Internet, it is also selling a new concept of using e-books rather than printed books. The distinction may not have been understood. That is why we decided to have three different objectives. First of all, we have to understand why...
Marketing information systems
Dissertation - 2 pages - Marketing NTIC
Paul Hogben (2000), defined the origin of Marketing Information Systems as 'underlying the marketing of products to the promotion of professional services'. To this day, the concept of 'systems thinking' has been developing, collecting, storing, analysing and disseminating input...
Tobacco marketing in the contemporary world
Dissertation - 6 pages - Brand management
After being brought back from the New World and being cultivated first in Portugal during the 16th century, tobacco has gradually become a good for mass consumption all around the world, passing from a status of medicinal plant to the one of a luxury product and eventually to something very cool,...
Rohm and Haas: Kathon MWX
Étude de cas - 5 pages - Brand management
Since the conception of its new product Kathon MWX, Rohm and Haas has been failing to place it successfully in the market and achieving target sales. Being familiar to a marketing strategy appropriate for large industrial buyers, the company has tried to push its new product through this same...
Coca et Pepsi: la guerre des bulles
Présentation - 32 pages - Brand management
Coca-Cola: Créée en 1886 par John Pemberton Clôture du 1er exercice sur un déficit de 20$ Aujourd'hui: 1er fournisseur mondial de concentrés et de sirops pour sodas Présente dans plus de 200 pays Détient 4/5 des boissons les plus vendues dans le monde CA = 24 milliards $ en 2007 Résultat...
Les Lolitas : un Eldorado pour les marques de cosmétiques de luxe ? (2007)
Dissertation - 48 pages - Marketing luxe
« Moi je m'appelle Lolita Collégienne aux bas Bleus de méthylène Moi je m'appelle Lolita Coléreuse et pas Mi-coton, mi-laine Motus et bouche qui n'dit pas A maman que je Suis un phénomène Je m'appelle Lolita Lo de vie, Lo aux amours diluviennes… » En 2000, c'est avec ces...
Human resource issues entailed by the take-over of Credit du Nord by Society General (2004)
Étude de cas - 13 pages - Marketing bancaire
The French banking system has met several restructurings since the 90's. Banking networks have now to propose, diversify and evolve services to their customers. Besides, these companies are in a more open market which entails international competition and the mergers phenomenon. Several examples...
Monography: The human resources management policy of the Société Générale
Étude de cas - 4 pages - Marketing bancaire
According to the talk with Charles Millon, there are four main issues that have been put forward during the reshuffling of the bank Crédit du Nord. One of them is manpower planning in the new area, determined by both Société Générale, the buyer, and Crédit du Nord, the acquired. Indeed, that HRM...
Marketing to women
Étude de cas - 7 pages - Comportement des consommateurs et clients
A few weeks ago, the French brand Celio launched a very original concept aimed at women. Celio is a men apparel brand, but 50% of their customers are women who want to buy clothes as a present. In more and more Celio shops, women can find “The Shoppenboys”. The Shoppenboys are men from...
