Essays and Research Papers on Marketing Case Studies

10This 10 page paper considers how a new car could be launched to compete with the current 'Smart Car'. The paper looks at the way a new company would approach brand and brand positioning. Define the target market and determines the way the market should be approached. The paper then suggests a campaign for the ...

A 4 page paper examining alternatives open to this motorcycle manufacturer after making a strong comeback during the 1980s and 1990s. After rectifying its quality issues, gaining control of costs and winning back the solid core of customers, Harley's task was to expand the breadth of the Harley faithful, and in socioeconomic levels that ...

This 4-page paper provides an overview of women's apparel retailer Ann Taylor. Also discussed are environmental factors impacting Ann Taylor. Bibliography lists 3 sources.

A 6 page paper providing an "autopsy" of the failure of Webvan, an Internet-based grocery shopping and delivery service. Webvan was a great concept that busy people could greatly appreciate. Operation would be difficult with today's fuel costs, but still could be possible. Webvan's greatest legacy may be its testimony to the ...

The directory enquiries industry in the UK has undergone change with the abolition of the British Telecom 192 service and the launch of the 118 services. This comprehensive 14 page paper looks at the industry and the way it is developing, The paper starts with the background and aims of the liberalisation and then looks ...

This 16 page paper looks at the marketing of Ericsson when they developed a global marketing campaign in 1998. The paper examines how and why this was undertaken, the benefits and the problems and consider the short and long term implications with reference to international marketing theory. The bibliography cites 9 sources.

This 8 page paper argues that the marketing of McDonalds, especially in the Middle East, is out of tune with the market and does not attract Muslim customers. The paper shows why the marketing is out of date and not achieving its' objectives and then recommends some changes. The bibliography cites 10 sources.

This 7 page paper discusses the marketing of the Swiffer products, beginning with the fact that the Swiffer sweeper was the first product developed by the company's restructured collaborative process. The writer discusses how P&G added value to this first Sweeper product by showing it could be used in another way. The essay includes comments ...

An 18 page paper discussing the marketing problems and opportunities before Volkswagen's luxury car, the Phaeton. Launched in 2002, Volkswagen strives to compete directly with Mercedes, BMW and even Volkswagen-owned Audi. Where the Phaeton is concerned, Volkswagen currently looks very much like the arrogant Detroit of the 1970s, which gave customers only what ...

This 20 page paper examines the process of internationalisation seen with the expansion of Anita Roddick's Body Shop. Starting out in 1976 as a single outlet this has grown to a chain of franchises across 49 countries. The paper looks a the way this has been achieved with the use of competitive advantages and the ...

A 23 page paper presenting a case study of Saudi Arabia's Jarir Bookstore in the first part, followed by another section identifying several strategic issues that can be used as points for discussion of the case. Jarir Bookstore is Saudi Arabia's leading computer hardware and software retailer. Most companies find sweeping economic changes ...

This 3 page paper reviews an article about Kentucky Fried Chicken that appears in a 2005 issue of Advertising Age. KFC's strategies are explored. No additional sources cited.

This 17 page paper examines McDonalds, the well known fast food restaurant. The paper looks at the organizational systems and subsystems, the company's competitive advantage including a value chain analysis, the impact that McDonalds and other fast food companies have had on the beef industry and the manufacturing processes, the impact of globalization, franchising and ...

This 14 page paper examines a case study supplied by the student; Reg Vardy and uses the information to develop a new marketing and e-commerce strategy. The paper looks at how the interne may help a company that sells cars and advises the adoption of E-CRM. The bibliography cites 17 sources.

This 3 page paper examines a 2005 article appearing in Advertising Age. The article concerns fast food marketing and product development with a focus on Subway. No additional sources cited.

This 5 page paper examines the McDonald's brand, how it has fared and what can be done to improve public relations at this company. Several PR problems are noted. The fast food industry is discussed. Bibliography lists 6 sources.

This 7 page paper examines the web sites General Motors, Mercedes and Lexus websites and compares and contrasts the unique features and differences as well as similarities of each website. The bibliography cites 5 sources.

This 4 page paper reflects in the marketing and advertising that then student may be exposed to, the was it is perceived and interpreted, considers how it impacts on the decisions that are made. The bibliography cites 5 sources.

This 7 page paper examines the payroll company Paychex, looking at who they are, how they compete, their target market and they way in which they access that market and how they compete in that market. The paper then consider the potential difference between the way the US and the Germany companies operate. The bibliography ...

This 3 page paper evaluates the McGraw-Hill Companies in terms of pricing and promotion. Marketing strategy of McGraw Hill is discussed and some brands--such as BusinessWeek--are used as examples. Bibliography lists 4 sources.

By understanding product life cycles any business will be better placed to plan and develop their product and/or service to fit in with the wider market. This 6 page paper looks at the development of the fax machine and considers this in line with the product life cycle looking at the different stages and consider ...

In any business there is the need to understand the marketing mix in order to be successful. This 6 page paper examines the 7 P’s marketing mix of tourism; the product element, the price element, the promotion element, the place (distribution) element, the people element, the process element and the physical evidence element. These are ...

This 8 page paper is an annotated bibliography looking at 10 articles concerning special interest tourism, specifically eco-tourism. The paper summarises each article or book and looks at how they are useful in writing a paper about special interest tourism in the global tourist industry.

This 6 page paper examines Orix Fleet Services in Australia, a wholly owned subsidiary of the Japanese company by the same name. The paper projects company goals and develops a marketing plan back up with operational changes in order to meet those goals. The projected goals are develop in line with current company performance and ...

This 14 page paper is the second of a set of two papers. This paper presents the primary research looking at how low cost airlines should be marketed in the UK. This paper conducts the primary research, presenting the tools and that were used, including a fictitious questionnaire or survey and then present the finding ...