Essays and Research Papers on Marketing Case Studies

This 16 page paper considers the case of a traditional bricks and mortar company that is considering entering into e-commerce. The paper is written in the style of a report to convince the CEO that e-commerce is a good idea. Arguments for and against e-commerce are included, with the conclusion leading to a clear argument ...

This 10 page paper focuses on KFC but also reviews Boston Market and how they each fared in the fast food industry. An overview of each company is provided. KFC's international expansion is discussed. Bibliography lists 10 sources.

This 5-page essay answers three questions relevant to Steven H. Star’s and Glen L. Urban’s, “The Case of the Test Market Toss-up.” An ostensibly sensational product is ‘shelved’ before being given its chance in the consumer market. What goes into this type of inner sanctum, corporate decision? What would you do if ...

A 10 page paper which discusses many concerns and conditions that need examining when considering how to introduce scooters into Spain. Bibliography lists 6 sources.

This 5 page paper is an outline for a marketing campaign to launch vegetarian dog food. The writer includes the setting of targets, the identification of the target market, and outline for the campaign and guidance on how the effectiveness of the campaign can be measured.

A 7 page paper discussing Oracle in 1990. The company had been publicly traded for four years and had enjoyed loyalty among investors until early in 1990. Sales were still strong as were profits, but Oracle's reputation for dishonesty and arrogance had spread and investors knew what would be coming in the near future. By the ...

A 5 page overview of the marketing strategies employed by Geico Direct. Emphasizes the careful selection of a customer base which is made possible through innovations in information systems. Points out that regardless of the cleverness of any particular ad, that ad will go nowhere without the infrastructure in place to support it. ...

This 5 page paper looks at the position of Revlon overall in comparison with the rest of the industry, as well as in isolation. The company's strengths and weaknesses along with the brands, product lifecycle and advertising techniques are all included in the paper. The bibliography cites 6 sources.

A 6 page paper discussing difficulties faced by a British advertising agency in the late 1980s. Maurice and Charles Saatchi founded an advertising agency and were fortunate enough to be able to add two highly competent individuals to senior management. These individuals departed the company, it is under fire in the financial press and investors have lost ...

A 6 page paper discussing Gap's return from an abandoned retailer to a dynamic supplier of casual clothes for both parents and that tween market so valuable to the company. It has made its physical locations and online store complementary rather than pit them against each other as have so many other retailers. The company strives to ...

This 6 page paper undertakes a situational analysis of a company in order to show what information is needed in order to develop a marketing plan and how that information will identify the most feasible strategy. The paper then looks at what this strategy should be, how it should be implemented and the consequences of ...

The Ritz-Carlton Wins the ‘Baldridge’ – Again!: This 16-page essay provides a case study of the only two-time winner of The Malcolm Baldride National Quality Award – the Ritz-Carlton Hotel Company, L.L.C. – probing its policies of operation, and the plethora of other exemplary services that afforded it this honor. For any organization, winning this ...

5 pages in length. In order to open a new business that will become a successful entity, one must first consider the demographics of the given area, and whether the population warrants a business of the type the entrepreneur intends to begin. The focus of this paper is a case study on opening a bookstore in Bellingham, ...

A 12 page paper discussing relationship marketing at Rolls Royce, brand management at Levi Strauss and a general discussion of how and when organizations should change strategy. Rolls Royce has been able to increase its market share in aircraft engines, and Levi's has been able to reclaim shrinking market share. The paper discusses IBM as the example ...

This 7 page paper considers the way in which loyalty cards operate and how Tesco has managed to overcome many of the problems other supermarkets have faced. The writer looks at the loyalty card, how it is integrated with EDI to add value to the supply chain and how it may be applied to ...

This 10 page paper provides an overview of the book 'Pour Your Heart Into It' by Howard Schultz. The book provides a tale on how Starbucks made it big, written by the genius behind the billion dollar business. No additional sources cited.

This 6 page paper considers a product lifecycle from development and market introduction through the growth and maturity and finally to decline. The illustrate the cycle the writer uses an example of a product that is currently in the mature stage; the microwave oven. Using this example the development is traced from the development of ...

6 pages. This analysis of the Pfizer Corporation includes an executive summary, along with an overall perspective of how the company is doing, a well-researched financial analysis, as well as conclusions and recommendations. Bibliography lists 4 sources.

A 5 page discussion of the factors influencing airline success and failure. Identifies Southwest as standing head and shoulders above its competitors in term of market share. Notes that this success revolves around Southwest’s emphasis on being a short-haul company; one that doesn’t pretend to offer many of the amenities of the industry ...

This 16 page paper considers the run down city of Daugavpils and considers how the city may be developed to attract both business investors as well as tourists. The writer takes an holistic approach, considering looking at the product, in this case a city, and looking at what can be undertaken in a practical manner ...

This 5 page paper examines how an new product may be marketed, including the devising of a plan. The product is a pen that paints nails just be touching it to the tip o the nail. The writer starts with a consideration of the product and its' potential target markets before considering a marketing campaign. ...

A 5 page paper discussing Campbell's 1988 project management and product development dilemmas as discussed in Harvard Business School Case 9-690-051. Engineering, rather than marketing, managed product development, and apparently no particular group managed projects. By 1988, the vice president of engineering had come to understand that Campbell's current structure was not sufficient ...

This 10 page paper looks at the way a new dishwasher powder may be launched. The paper consider the 4 P's; product, price promotion and placement. The writer consider the target market, what it is they may want and the design of the product though the way the powder may be advertised, outlining an ...

This 5 page paper considers a case study provided by the student. A motel is for sale and the potential buyer seeks advice regarding the way in which he may look to marketing the and information he would need to help in the decision whether or not to purchase the motel. The bibliography cites 10 ...

This 7 page paper represents a case study in marketing a fictitious product called The Weather Watch. Many aspects of marketing are discussed including target markets, packaging, shipping and calculating profit. The four Ps are discussed as well. Bibliography lists 3 sources.