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Below are Essay & Assignments tackled by us on Marketing

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  • Marketing plan based on the famous case study of Beatrice’s Bookshop
  • The book market is currently undergoing significant changes. Your friend Beatrice owns a bookshop where sales have declined over recent years. She feels she must rejuvenate (revive) her shop if it is ...More

    The book market is currently undergoing significant changes. Your friend Beatrice owns a bookshop where sales have declined over recent years. She feels she must rejuvenate (revive) her shop if it is to survive; otherwise Beatrice is concerned that she might need to close her shop. She has asked you for marketing advise to help with this rejuvenation.
    The shop is small, and in addition to Beatrice, it is staffed by 2 part time employees. One of these staff members loves books whilst the other never reads anything. Beatrice has always prided herself on knowing a huge amount about books. She will always order books for her customers if she does not have a requested book in stock. These books usually arrive within 24 hours.
    The local people in the town where the bookshop is located, feel the bookshop is expensive and the shop itself is tired and old. She has reviewed her customers recently and found a mixture of different types and ages of people buy various books. Some customers want fiction books (with crime stories being the most popular). She has several customers from the growing local college; these students tend to buy their textbooks at Beatrice’s bookshop as there is not college bookshop.
    Many of these local people prefer to buy their books online or at the local supermarket where the books are discounted. However Beatrice has heard complaints about the lack of choice of books in supermarkets which tend to only sell top-selling books. Beatrice is also aware that there is growing popularity of e-books and that Apple hopes the ipad will further develop the number of books downloaded. Beatrice knows that following the building of new homes, many families have recently moved into the town. Many of these families have young children whilst others have teenagers. She does not know if or where these teenagers buy books.
    Beatrice has always hoped her bookshop will be a place where book and reading-lovers can spend time and somewhere they can come for advice.
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  • Marketing plan for ‘SERVICE ONLINE’
  • Founded in 2004, Service OnLine is a business, providing assistance for consumers (home owners particularly) to find/locate and book trade services (carpenters, plumbers, electricians, landscapers). ...More

    Founded in 2004, Service OnLine is a business, providing assistance for consumers (home owners particularly) to find/locate and book trade services (carpenters, plumbers, electricians, landscapers). Service OnLine is a privately owned company, employing 18 staff in addition to the owner who holds the position of Director within the organisation.
    In the last 5 years the Service OnLine team has grown from 4 to 18 and sales revenue has increased by an average of 26% per annum.
    Mission
    To achieve profitable growth by creating a positive service experience for our customers.
    Business Philosophy
    Service OnLine believes integrity and transparency are paramount in their business – to enforce their philosophy Service OnLine does not receive any rebates or commissions from suppliers (tradespeople) and operates on behalf of its customers at all times.
    Product Line
    Service OnLine acts as an online call centre for customers who are seeking assistance to identify a reliable, experienced, qualified tradesperson.
    In many cases the customer has an urgent need for a skilled tradesperson – a hot water system has broken, their fridge has stopped working or they may need to repair a wall due to water damage left by a storm.
    The customer will want quality, reliable service from efficient staff that can identify a number of skilled tradespeople to meet their needs and fix their problem.
    The customer will need to visit the Service OnLine website and enter details of their problem (broken hot water system, broken fridge etc) on the online enquiry form. Service OnLine will receive the enquiry, identify the needs of the customer and email the customer back directly with details of suitable, experienced tradespeople. If required the customer can also book the chosen tradesperson and organise a time for them to visit their home and fix their problem.
    The customer will receive an invoice for this service which will need to be payed via credit card over the internet.
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  • Marketing plan for a Hospitality Organization
  • Macro and Micro environmental analysis are very essential for every business for their sustainability and to have competitive advantage in the market. The analysis provides the information on changing...More

    Macro and Micro environmental analysis are very essential for every business for their sustainability and to have competitive advantage in the market. The analysis provides the information on changing market forces and evaluates if the organization’s has capabilities to face those challenges. The organizations can also use the information while venturing in to new business since it will provide an outline for them about how they can enter the market successfully and gain the market share. CRL Holidays Pte Ltd which already has a travel business is planning to expand its business by introducing golf travels in its services. Its existing business is based in Singapore and hence it has opted to start its new venture in this country due to increasing number of tourists, business travellers and transit passengers. The external and internal analysis along with competitor analysis and identification of potential target market has enabled the company to strategize its plans to establish its new business successfully in the market. Though it faces significant competition from other travel agencies it can understand the customer’s expectations and introduce new golf travel options which can attract the exiting customers and the new customers

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  • Marketing plan for ACME Coffee UK
  • Coffee is one of the favourite drinks among the adults across United Kingdom. Around 60% of the people in UK prefer coffee as the favourite beverage while socializing (Euromonitor, 2015). To most of t...More

    Coffee is one of the favourite drinks among the adults across United Kingdom. Around 60% of the people in UK prefer coffee as the favourite beverage while socializing (Euromonitor, 2015). To most of the citizens drinking coffee everyday has become essential. There is increase in the knowledge of people about the coffee and hence some prefer only certain brands and some people want to try different flavours (Shubber, 2015). UK has a favourable environment for coffee businesses since coffee is the most preferred drink among adults in the country. ACME Coffee based in Hull plans to offer unique coffee to its customers, which is traditionally made. The company aims to get the coffee beans from Colombia and offer coffee with unique flavour to its target segment by not blending the coffee and keeping the original taste of the coffee intact. UK has large coffee chains across the country and also has several smaller coffee houses, which can give a tough competition to ACME Coffee. Joe Blogs, the owner of the company plans to import the coffee plans to import coffee beans from Colombia and to keep the original taste would not blend it. He plans to use social media and news papers along with flyers to create awareness about his coffee house. The coffee house plans to provide the best coffee for affordable prices, which would encourage people of all ages. ACME Coffee aims to offer the best coffee by keeping the taste of the coffee original. Following is the market analysis and marketing plan for ACME Coffee. ... Less

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  • Marketing plan for Bank Muscat Oman
  • Effective marketing strategy is crucial to the success of an organization since it is through marketing that the companies will be able to achieve increased market share and market presence in order t...More

    Effective marketing strategy is crucial to the success of an organization since it is through marketing that the companies will be able to achieve increased market share and market presence in order to increase the profitability of the organization (Perriault et al., 2013). Bank Muscat has been the leading consumer bank in Oman for decades now (Times of Oman, 2014). This report studies the internal and external environments in which bank Muscat operates. The report attempts to identify the target market segment for the bank. The report will then propose an effective marketing strategy for bank Muscat in order for it to continue retain its market leadership position.
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  • Marketing plan for Bio Systems Engineering
  • Biosystems Engineering as discussed earlier is an Australian consultancy firm which aims to produce innovative, safe and environment friendly solutions for agriculture, food, forestry, water and energ...More

    Biosystems Engineering as discussed earlier is an Australian consultancy firm which aims to produce innovative, safe and environment friendly solutions for agriculture, food, forestry, water and energy sectors (Biosystems, 2012). They are involved in research and development projects for government bodies, city council and many other institutions. They have executed projects for a range of advanced technology machinery, research equipment, systems for analyzation and evaluation (Biosystems, 2012). It has a list of clients who mostly are from Australia. National Center for Engineering in Agriculture is the government body who acts as an affiliate commercially. Biosystems Engineering has a joint venture with Future Farm Industries Cooperative Research Center (FFICRC) to design innovative farming methods and technologies to help improve the agricultural production inspite of the changes in climate (Biosystems, 2012) .The Company has good clients within Australia but has not expanded itself internationally except for Canada and New Zealand. It is a small scale company and depends on funding to carry out major innovations (Biosystems, 2012). Thus it can be figured out that the company has poor corporate communication, lack of effective marketing, non-effective online presence. Thus company has a limited market which can lead to saturation of the business. Due to limited market and range of products the business can be affected if it does not implement strategies to explore for new products and regions.The products cost is at a higher range since the products are designed to serve the desired expectation of the clients which involves advanced technology and technical experts to design and implement. The company has its base only at Toowoomba (Biosystems, 2012) and does not have any offices elsewhere, which is not very feasible for the clients to visit and discuss the projects. The company has very limited online presence and does not discuss much about the product specification, features etc. Currently the company is dependent on the clients within the country which might saturate so there is a necessity for them to explore new regions by extensive promotions and tie-ups. This paper identifies the shortfalls in the marketing efforts of Bio Systems Engineering and provides action plan to overcome the those limitations in order for the company to achieve higher productivity and profitability. ... Less

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  • Marketing Plan for Far Horizon
  • Leisure marine industry in the UK has seen a marked growth the recent past. Although, the sales of high end boats and yachts are hit due to recession there is still ample scope for mid and smaller siz...More

    Leisure marine industry in the UK has seen a marked growth the recent past. Although, the sales of high end boats and yachts are hit due to recession there is still ample scope for mid and smaller sized yachts. Far Horizon has been catering to inshore market of yachts and dinghies. However, the company is currently planning to expand its product portfolio to achieve sustained profitability in the long run. The company has a sizeable presence in the market and its existing resources could help the expansion plan. However, its inexperience in the deep water marine equipment manufacturing could act as a hindrance to its success in the expansion plan. Political, technological, environmental and legal macro economical factors are conducive to the expansion plan. However, due to the current recession, the economical and social factors do not favor the new venture at least in the current situation. However, since the company is adopting low cost approach, it could very well make a mark in the market. The company is expected to breakeven the investment into expansion plans within a year and a half.
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  • Marketing Plan for Georgia Coffee in Australian Market
  • Irrespective of age refreshment plays an important part in the lives of people. Food especially snacks are more refreshing when we have a soft drink along with it. When we are tired or tensed these so...More

    Irrespective of age refreshment plays an important part in the lives of people. Food especially snacks are more refreshing when we have a soft drink along with it. When we are tired or tensed these soft drinks really do rejuvenate us. Today the coffee business in Australia, which was in a premature state, is showing great development .Though it caters only to the minor needs of the country, it has realized the business prospects (Neil, 1998)..Coffee industry has a bright future ; today huge investments are made and this industry is providing employment to millions in the agrarian sector of Australia. The present brands of coffee in Australia are popular all over the world and new brands of coffee are also entering the market. Coffee industry gained momentum in mid 1980s once again when machine harvesting techniques were developed and it has made a name for itself in national and international markets. But to remain in this global international market it needs persisting investment and a superior quality product Georgia Coffee is looking forward to expand in Australia and it has a great scope for its business development. ... Less

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  • Marketing plan for HMV to enter into Indian market
  • Introducing a new brand in an alien country has its own challenges. First off, marketing conditions in the host country could be completely different from the parent country where the brand was develo...More

    Introducing a new brand in an alien country has its own challenges. First off, marketing conditions in the host country could be completely different from the parent country where the brand was developed first. Even though the market in the host country appears attractive at the outset, the ground realities could be completely different and the introduction of the new brand might not result in the desired objectives. A careful analysis of the market conditions and the company’s own strengths and weaknesses have to analyzed before decision is taken as to whether to introduce the brand or not. Careful planning can avoid many unwanted losses. This paper analyses the market of India for the introduction of HMV brand audio and video products. The paper does a careful study of macro and micro environmental analysis, SWOT analysis, market segmentation, the 7Ps and also provides measurement and control plan for marketing efforts. ... Less

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  • Marketing plan for increasing the sale for a multi-national corporation in South east Asia region
  • Organizations are able to sustain their position in the market through effective marketing strategies as it enables them to engage with the customers and apply strategies in response to customer needs...More

    Organizations are able to sustain their position in the market through effective marketing strategies as it enables them to engage with the customers and apply strategies in response to customer needs and environmental conditions. Marketing strategies enable organizations to create awareness about the products and services to its potential customers. Marketing strategies are influenced by internal and external factors and applying strategies based on the information gathered from the analysis of the internal and external environmental factors, which include organizational strengths and weaknesses, level of competition, political, social and economic condition, customer needs and expectations. Based on the analysis marketing objectives can be effectively identified and effective strategies can be implemented to achieve the desired objectives. ABC Beverage plans to launch new energy drink XYZ, which is made of natural ingredients. There is increased scope of the product being well-accepted in Malaysia as there is increasing number of people who are opting for energy drinks to overcome their stress due to work or study. The company aims to achieve the objective of gaining 5% of the market share within the first year, which can be achieved by offering the product through supermarkets and well-known distributors. ABC Beverage will be able to position itself effectively in the market by launching the product through well-known distributors and supermarkets and by providing effective discounts. ... Less

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