Essays and Research Papers on Marketing Case Studies

A 3 page paper discussing the case of Colombo frozen yogurt and General Mills’ experience in dealing with the market shift from independent shops to impulse purchasing in a variety of locations. The paper provides a table more realistically assigning shipping and merchandising costs to each market type to reveal greater profitability than was ...

This 8 page paper outlines a marketing plan for selling men's novelty jumpers. The paper identifies the target market, develops a strategy using the 7 P's of product, price, placement, promotion, people, process and physical evidence. The paper then considers how this may be developed for future marketing and issues of positioning. The bibliography cites ...

A 9 page paper analyzing the marketing strategy of a newly-launched low-calorie premium ice cream in the UK. The paper assesses conditions according to the 4 Ps / 7 Ps concept of the marketing mix, making recommendations for possible alternative approaches for each of the seven factors. Includes a position map. Bibliography ...

This 10 page paper considers the statesmen that "Too much contemporary airline advertising is boring, stereotyped and sexist". The paper examines this using six different airlines advertisements, for television and print and deconstructing the marketing content. The bibliography cites 11 sources.

This 17 page paper considers the way in which research can be designed and then reported. The paper designs research for a charity; The Children's Hospice Association Scotland (CHAS), to look at how awareness of the charity can be increased. The questionnaire is designed, using basic principles of market research, to assess the current awareness ...

This 8 page paper looks at a case study of a company, with a limited budget, that want to market a new type of polyurethane bollard. The paper identifies the target market and the market sector and then develops a marketing plan using to communicate the benefits of the product and increase brand awareness ...

This 10 page paper is a market analysis of a new product. A new beer La Militante, launched onto the Canadian market in 2004 is examined, the paper looks at what the product is, the potential market, how the market is segmented and the way the product is designed to appeal to some of these ...

This 13 page paper is an analysis of an effective sales letter. The paper looks at The techniques to capture the reader's attention, why there is there an effective opening, the central selling points, the use of logical and emotional appeal, the reader benefits, how the letter build interest. how is price handled, the way ...

A 4 page overview of the considerations that are inherent in the expansion plans of this company. The author considers relationships with other carriers, resources, advertising and information systems. Bibliography lists 3 sources.

This 4 page paper examines Marriott International Inc., the well known hotel chain using Ansoff's matrix, the Boston Consulting Group Matrix (BCG) and product stretch. Using this analysis a recommendation is made for future strategy. The bibliography cites 10 sources.

This 12 page paper is written in three parts. The first part considers a schedule for manufacturing and marketing a new product; steel scissors, and includes a Gantt chart. The second part of the paper looks at how the product could be positioned and marketed. The last part looks at where quality issues may be ...

This 3 page paper determines and evaluates the key elements that a Media Planner would have to consider when faced with the task of selecting primary and secondary media for the launch of a new city health and fitness club. The bibliography cites 2 sources.

A 14 page strategic business plan for a hypothetical new pharmaceutical company. This examination finds fault with a previous strategy that had the company relying solely on the production of generic biotech products. The proposed strategy broadens this perspective and also examines the current status of this strategy in regards to federal regulations and possible ...

A 53 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist ...

This 12 page paper is a plan to launch a new style of nail clipper into the market. The paper starts with a Gantt chart showing the stages from development and manufacture to end user. The paper develops a marketing strategy, looks at positioning, target market, pricing, distribution and general strategy. An outline budget is ...

This 3 page paper describes, analyses and explains the behaviour of consumers buying and/or using Microsoft's Xbox with its' online gaming facilities and the motivation of the buyers and users and as well as the development of bonds between them due to a common brand consumption, The bibliography cites 4 sources.

This 10 page paper examines the Nike brand, design issues and brand values. How design reflects the firm's values is the focus of this paper. Bibliography lists 10 sources.

This 8 page paper looks at the fashion industry and how haute couture is meeting high street fashion with the decision of Karl Lagerfeld to create a range for the discount store H&M. The paper considers the approach adopted, including the controversial comments, and the dangers of this strategy. The bibliography cites 10 sources. ...

This 12 page paper is based in a case study supplied by the student. Pfizer is marketing animal drug profits, such as vaccines and antibiotics, but the segmentation system they are sing was design many years ago. The paper considers why it may be time for this to be change, how it can be changed ...

This 12 page paper considers the case of Pfizer, a drug company selling drugs to the cattle market. The company has segmented the market according to herd size, but this marketing strategy is now dated. The paper looks at the reasons why this strategy may be out of date and how the compnay can determine ...

This 9 page paper looks at two major concepts of marketing and how they apply to Dyson the vacuum cleaner and washing machine manufacturer. The paper looks at the value and application of segmentation and then at the concept design product development process. The paper ends with a short section of controlling and maintaining ...

This 9 page paper examines the Microsoft Corporation and its rise in the twentieth century. The future of Microsoft is explored. Bibliography lists 4 sources.

This 8 page paper considers how emotion is used to sell products with marketing. The paper analyses two television advisements; the Coca Cola Polar Bear advert and the sensual advertising by Haagen Dazs which used a thermal imaging camera. Both campaigns also had print version of their advertisements. The bibliography sites 6 sources.

This 14 page paper considers how a new product can be launched looks at the development of the brand logo and the importance of the marketing mix. The paper uses a fictitious company to launch a new product; a vegetarian cat food. The same principles and theories may be applied to any new product. ...

A 4 page paper discussing the satellite radio company's distribution channels. Sirius has developed an extensive distribution channel network, one that appears to be quite complete in terms of the types of outlets it encompasses. Greater numbers of subscribers likely would result from more extensive promotion directing potential customers to outlets that currently ...