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Essay / Research Paper Abstract
Almost all companies will need to undertake some form of marketing in order to sell their products; if the consumer's do not know the product exists they will not know they can go and buy it. This 10 page paper examines the marketing strategies and complains of two very different company; the marketing undertaken by the large multinational ice cream firm of Haagen Dazs, and the marketing undertaken by a small independent from business that makes is an ice cream. Both are purchased marketing assessed by looking at the marketing activity in comparing the approaches. The bibliography cites 6 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEharhilltop.rtf
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Unformatted sample text from the term paper:
know it exists, has to know where to buy it and needs a reason to make the purchase. This is the same whatever the size of a firm, from a
large international company to a small mom and pop business. The difference between a large multinational and a local firm is the scope and scale of the marketing. By
comparing a large multinational company and a small local company the similarities and differences may be observed and the effectiveness, strength and weaknesses of each of the approaches to
marketing may be appreciated. The multinational company is Haagen Dazs, and the local form firm is a local form that is making and selling its own ice-cream1. The first
marketing strategy considered will be that of Haagen Dazs, the local firm will be considered afterwards in order to make the comparison. 2. Haagen Dazs Haargen Dazs is a brand that
was started by Reuben Mattus; a polish immigrant in the US in the 1920s (Haargen Dazs, 2008). The company sells as range of premium ice creams and other associated products
such as sorbets, frozen yogurt, ice cream bars and specialty frozen desserts. The products are widely available internationally, with the goods sold in a range of retail outlets and supermarkets
as well as the presence of more than 850 shops in more than 50 countries. The firm makes an interesting case study for the comparison with a local
firm as it is only since the 1990s that it has undertaken a marketing campaign that can be equated with those usually seen in the international or multinational firms.
The haagen Dazs image was one that needs to be portrayed as being highly differentiated, the ice cream is sold at a very high price point, even compared to
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