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Essay / Research Paper Abstract
This 18 page paper examines the Knorr packet soups operation in Ireland in order to develop a new marketing communication strategy. The paper starts by examining the soup industry in Ireland and then looking more carefully at Knorr and the way that they compete. The target market is also considered. All of the information is used to suggest a marketing strategy which is based on an integrated marketing communication strategy. The bibliography cites 13 sources.
Page Count:
18 pages (~225 words per page)
File: TS14_TEknorrsoup.rtf
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Unformatted sample text from the term paper:
COMMUNICATION 10 5.1 THE GENERAL APPROACH 11 5.2 INTEGRATED MARKETING COMMUNICATION 13 5.3 THE STRATEGY FOR KNORR 16 6. CONCLUSION 18 REFERENCES 19 1. Introduction Companies learned any dominant,
or leadership, position by successively satisfying customer needs and understand the market that they operate within. In markets where there is a high level of competition the pressure to maintain
competitive advantages and ensure the company remains up to date with market needs to be very high. Knorr is a very well-known consumer brand, offering a wide range of products,
including soups. In Ireland no soups are a market leader, but it is a highly competitive market which is evolving and changing as a result of numerous macro environmental influences.
Knorr has been able to maintain this position, as a number one packet soup provider within Ireland, for several years, despite the changing
environment. However, if the company wants to be able to maintain the number one position and increase sales along with revenues strategy cannot remain stagnant; it needs to change and
evolve just as the market itself is changing and evolving. Its normal to increase sales and maintain the number one position they need
to understand the market, the position within that market and the influences that are impacting consumer behavior, and as such the purchase decisions. By looking at the position of the
company within the market, identifying the target market and the princes of the purchase decision, and looking at the way the market is likely to live in the future, it
is possible to develop a market communication strategy to effectively market to brand to its target market(s). 2. The Soup Market in Ireland 2.1 Current Perfomance
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