From the Paper
"Kentucky Fried Chicken (KFC) is a fast-food establishment which sells ready-to-eat chicken products throughout the country through company-owned stores and franchisees. KFC is part of the large PepsiCo organization, which also owns Pizza Hut and Taco Bell, two other fast-food chains. KFC dominates the chicken market, commanding more than a 50 percent market share, but faces competition from other fast-food restaurants as well as other chicken outlets. This research focuses on a marketing strategy for KFC (product, place, promotion and price) and examines the company's current marketing strategy.
In the chicken market, KFC has a commanding market share; across the fast-food market as a whole, KFC competes against chains such as McDonald's, Jack in the Box and Burger King, and its market share decreases significantly. McDonald's (and other ..."

Abstract
This paper provides an overview of the position of Krispy Kreme, a U.S. based franchise company. The paper examines the company's 'strategy-making; strategy-executing' policy. It discusses the company's mission statement and vision statement (or lack of). The paper then examines relevant industry features before creating a SWOT analysis and recommending a strategy for Krispy Kreme.

Paper Outline:
Strategy-Making, Strategy-Executing Process
Vision Statement
Mission Statement
Balanced Scorecard
Strategically Relevant Industry Features
Industry Overview and Trends
Competitors
Five Forces Model of Competition
Bargaining Power of Buyers
Barriers to Entry
Threat of Substitute Products
Rivalry
SWOT Analysis
Generic Strategy
Recommended Strategy
References

From the Paper
"The doughnut industry specifically generated sales of $4.7 billion in 2002, and is projected to reach $6.0 billion by 2007. This does not include grocery stores, convenience stores, or big box retail segments ("Krispy Kreme Doughnuts"). The company itself is moderately vertically integrated, handling distribution of doughnut mixes and equipment to their corporate and franchise stores, and utilizing other partner vendors for distribution of their products off-site."

Tags:goals, customers, managament, growth, competition

Abstract
This paper defines the 4Ps: Product, Price, Place and Promotion. The author explains how these elements inter-relate to form the marketing mix. The paper applies the marketing mix to find a marketing strategy for the Segway Human Transporter.

From the Paper
"According to the Internet Center for Management and Business Administration, Inc., the marketing mix involves the four main elements used by a seller to market its goods and service.s The marketing mix consists of Product, Price and Place---meaning distribution or channels---and Promotion. These four tools, and more specifically the interaction between these elements, shape market demand. Demand is influenced by the combination of product, design, manufacture, packaging, price, channels of distribution, advertising, promotion and selling. In a two-wheeled machine called the Segway Human Transporter ... "

Tags:Marketing four p's product, price, place, promotion, marketing mix, product marketing strategy

Abstract
In this article, the writer explains that e-commerce involves trade of goods and services that takes place electronically such as over the Internet. The writer notes that GUILD is a fictitious company dealing with artifacts, jewelry, books, paintings and other artwork, which has made a strong Internet presence. This assignment explores e-retailing business in general and e-retailing business of GUILD in particular. The writer concentrates on the retail-marketing sector and chooses a company that operates in this sector. An attempt is made to assess how this company has implemented e commerce in its day-to-day operations and how it has benefited by implementing e-commerce model in its operations. An overview of e-commerce is provided. A detailed strategic and marketing plan is drawn using various tools such as Porter five force, PESTLE, SWOT and key success factors.

Outline:
Introduction
E-Commerce an Overview:
Retail Sector Overview
Porter Five Forces
PESTEL Analysis
Social/Cultural
Economic
Legal/Political
Technological Issues
Company Profile
Mission Statement
History
The Team
Company Products
Web Presence
Benefits of e Commerce to GUILD
Current Status of E-business in Retail Marketing
Current Players and Competition
Critical Factors for E-Commerce
Elements of E-Commerce
E-Business Transaction & Security
Limitations of E-Business
Technical Limitations
Non-technical Limitations
E-Business Models for GUILD
SWOT Analysis of GUILD
E-business applications for GUILD
Products Offerings
Promotional Strategy
Customer Relationship Management
Returns Policy
Customer Service
Outsourced Delivery
Price
Technology
Mix Text-Based User-Friendly Interface Design
Website Design Technology
Security
Key Success Factors
Conclusions

From the Paper
"Culture trends present both threats and opportunities for a firm. The retail industry is a customer. The industry must understand that the buying power of baby boomers and teenagers has grown. Parents are busy and are entrusting their children with more money to use and buy what is needed. There are also a number of cultural trends that must be followed. Cocooning refers to customers who retreat into their safe, cozy "homelike" environment. This boosts sales in the catalogue and on-line shopping areas. Another trend is called Down-aging. In this situation, customers search out precuts that are symbols of youth, renewal and rejuvenation to offset the routine and intensity of their adult lives. Both these trends provide ample opportunities for the retail industry."

Tags:retail, business, SWOT, PESTLE, Porter's, Five, forces.

Abstract
This paper explains that the management team at Aldus has to formulate strategies, which would enable the existing organizational structure at Aldus to customize PageMaker to a greater extent to the needs of both the Apple and IBM customer segments. The author points out that the strategic focus at the overall organizational level could remain unchanged; however, at the level of business units, further specialization was required. The paper then explores a strategic focus customized to functional needs based on segmentation, the stage of the product life cycle and the market mix. The paper also looks a variety of internal and external factors. The paper concludes that the selected capitalizes on the differences between consumer and organizational markets to maximize sales.

From the Paper
"The major barrier to the implementation of this strategy was the organizational structure which had so far been focusing on a single product line. Therefore, it would be a major initiative of change management if the company decided to modify this structure to suit the needs of multiple product development teams. Therefore, at the core of strategy implementation in respect of splitting the product line was the challenge of managing change. This was cultural change because the human resources had so far been focused on the development of a single product line."

Tags:specialization barriers functional segmentation, product life cycle

Abstract
This paper presents an overview of the marketing plan employed by the Starbucks Corporation. The paper begins with an introduction to Starbucks and its aim to be the producer of great coffee and great coffee shops. Following on from this, the paper shows how this company markets itself in order to achieve these objectives.

Contents:
Organizational Mission
Organizational Objectives
Marketing Objectives
Marketing Strategy
Conclusion
References

From the Paper
"Starbucks Corporation's target markets are determined through demographic segmentation, particularly age segmentation. Starbucks consumers are generally classified into two divisions: the college students and business executives. These two large markets are the biggest consumers of Starbucks because the environment in which these consumers are placed are in a highly-dynamic environment, thereby resulting to the consumers' need for a stimulating drink that will keep the people going all day, which is what Starbucks coffee ultimately delivers."

Tags:coffee, shop, business, strategy, brand, product

Abstract
This paper explains that Starbucks Corporation's target markets are determined through demographic segmentation, particularly age segmentation, and are generally classified into two divisions, college students and business executives. The author points out that the Starbucks Corporation's pricing strategy is largely based on competition. With prices ranging from a minimum of $8 and a maximum of $18, Starbucks coffees are in the average price range for the specialty coffee market. Starbucks' wide range of business activity allows it to utilize numerous channels of product distribution. The paper relates that the company adapts vertical channel integration, wherein the corporation owns and operates its own production facilities, warehouses, and retail stores.

Table of Contents
Organizational Mission
Organizational Objectives
Marketing Objectives
Marketing Strategy
Target Market
Marketing Mix
Product Strategy
Pricing Strategy
Distribution Strategy
Publicity Strategy
Advertising Strategy
Personal Selling Strategy
Sales Promotion Strategy

From the Paper
"The introduction of new products in the company is seen through the promotion of the following products: the ready-to-drink Starbucks Doubleshot, Starbucks Ice Cream, and Starbucks Coffee House Blend brand. The RTD drink Doubleshot is a new Starbucks product aimed to satisfy the needs of consumers who are always in a hurry. Thus, Doubleshot is a Starbucks product that is "[t]he ideal way to start a busy day!" Meanwhile, Starbucks Ice Cream is a product aimed mainly to college students who love the traditional Starbucks traditional coffee beverage taste ice cream form, and this product is available in six (6) flavors. Lastly, the special signature brand House Blend Coffee of Starbucks introduces a new way wherein home-based consumers will also enjoy the goodness of Starbucks coffee. This product comes in different flavors (ranging from African, Arabian, to French Roast flavors), customized to fit the coffee-lover's taste and need for new, yet, equally delicious taste of the traditional Starbucks coffee."

Tags:vertical, segmentation, pricing, products, mission

Abstract
This paper proposes an in-depth marketing plan for Pizza Hut incorporating a situation analysis, marketing strategy, financials and controls. The author discusses the Pizza Hut of the past, present and future, using numerous statistical graphs and charts.

The table of contents of the plan are :
1.0 Executive summary
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics with Graph
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth with Table
2.2 SWOT Analysis
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition with Chart
2.4 Product Offering
2.5 Keys to Success
2.6 Critical Issues
2.7 Historical Results with Chart
2.8 Macro-environment
2.9 Channels
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Marketing Mix
3.6.1 Product Marketing
3.6.2 Promotion
3.6.3 Service
3.6.4 Channels of Distribution
3.7 Marketing Research
4.0 Financials
4.1 Break-even Analysis with Graph
4.2 Sales Forecast.
4.3 Expense Forecast
5.0 Controls
5.1 Implementation
5.2 Marketing Organization
5.3 Contingency Planning

From the Paper
"Through the careful planning and the commitment manpower, money, and passion, Pizza Hut will be able to achieve goals set forth in the following pages. There are analysis of who Pizza Hut was, who Pizza Hut is and what Pizza Hut would like to be for years to come. With the commitment of the workforce, to strive to continue to put out the best Pizza the industry has to offer, along with the support of the marketing department and that of Tricon Global as a mentor, Pizza Hut will be known for many many years as great place to take the family for a good wholesome time, and great food."

Tags:advertising, con, global, hut, marketing, pizza, plan, tri

Abstract
This paper explains that this case study is about the award-winning the Shangri-La Hotel, a world class deluxe Asian hotel chain, which services business and leisure travelers according to its Asian standard of hospitality. The paper specifically describes the business and the industry, identifies driving forces and success factors with the company and analyzes its business strategy. The paper presents recommendations that stress increasing employee training programs, achieving brand market leadership and emphasizing Asian cultural values.

Table of Contents:
Introduction
General Information
Historical Data
Business Description
Competition
Driving Forces in the Company
Key Success Factors
Resource Strengths and Competitive Capabilities of the Company
Valuable Organizational Assets
Valuable Physical Asset
Competitive Capabilities
Identifying Strongest and Weakest Points of Competitive Forces
Business Strategy
Strategy for Expansion to the East and West
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Target Market
Strategic Positioning
Business Model
Shangri-La Income Statement
Our Personal Recommendations for Shangri-La Hotel

From the Paper
"Shangri-La will provide an environment where employees may achieve their personal and career goals and fair labor practices as to avoid any activity that results in human right abuse.
"For the company to be able to mange its direct and indirect impacts in the environment, Shangri-La has to work effectively with its supply chain partners. The suppliers need to meet the local legal requirements relating to the environment, human rights and other regulatory work practices. Also, suppliers are expected to be part of the system to ensure that the food served is safe and of high quality."

Tags:hospitality, service excellence, swot competition positioning

Abstract
This paper explains that, although Procter and Gamble (P&G) has had a presence in India for nearly 15 years, it has not yet marketed its globally very successful Bounty paper towel product in this country. The author points out that, because currently in India paper towels have a very limited presence and because Indian families are often very traditional in their ways of living and culture, Bounty would have to become one of their social preferences for cleaning spillage and messes. The paper recommends that P&G 'piggyback' Bounty paper towels on existing distribution channels used for P&G's other household items and that the marketing team for this product should be made up of existing P&G India employees.

Table of Contents:
The Business Concept
Why Export?
Sources of Information
The Target Market
Size and Dynamics
Competitors
Customers
Market Objectives
Pricing Strategy
The Product
Market Entry
The Political Environment
The Business Environment
Entry Strategy
Sales and Distribution
Positioning and Messages
Possible Marketing Techniques
Implementation

From the Paper
"One of the most prominent manufacturers of paper towel products in India is the Kimberly-Clark Lever (K-C) Company. K-C has annual sales of US$15.1 billion and distributes its products in more than 150 countries. K-C specializes in manufacturing paper products and has launched Kleenex and Scott brand paper towels in India. K-C has saturated 17% market share in the Indian paper products market. These products have features such as quilted embroidery that allow for quick absorption. Also, the paper towels are packaged as single sheets as opposed to rolls."

Tags:durable, substitute, social, distribution, team