Marketing Strategy

There is a scientific saying, “Monkey see, Monkey do,” it relates to the essay, “Kid Kustomers” by Eric Schlosser, how children will see something and do what it takes until they get what they want. He observations is based on the impact of marketing on modern children. Schlosser explains how marketing strategies are made to help company prosper and increase present and future sales of a product. “… growth in children’s advertising has been driven by efforts to increase not just current, but also future, consumption. Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases,” business companies wants customers for life and in order to do that they have to attract consumers at a young age. It is simply too create a bigger chance of brand loyalty and they will make purchase throughout their lifetime.

Schlosser also focuses on the different nagging tactics children use to win over their parent(s)/guardian(s). “…McNeal provides marketers with a thorough analysis of ‘children’s requesting styles and appeals.’ He classifies juvenile nagging tactics into seven major categories.” There’s the persistent, forceful, demonstrative, sugar-coated, threatening, and pity nags, all leading to children getting what they want for their parents. In order to attract these young children,” advertisers have to learn about their tastes,” an important aspect of businesses because when a business fail, advertisements will go to waste, especially they amount of money they spend just to put a thirty second clip on a screen.

The Children’s club expand business and help increase sales of a company, which provides the fundamental needs for sales and belonging. Schlosser also later discuss about the use of the internet and how expansion of advertisement and gather marketing research and data got easier. As the world was modernizing, more demands came through. In the past the Children’s Online Privacy Protection Act can’t in use around April 2000, having the use of parental permission. The growth of internet was expanding, but the main source of ads were still on television, which seems to be out of control, children wanting everything they see.

Federal Trade Commission (FTC) tried to ban all televisions ads directed towards children seven years or younger. Having advertisement on television and the internet may be a risk for children, not only will they become spoiled, but they made be corrupted as a human being. Children should be spending their time outside in the fresh air, playing around, rather than sitting around in their houses watching television. Sitting in front of a television can cause major health issues, like not having enough exercise, which may lead to being overweight causing bigger health issues.

Business needs customers in order to make profit and increase in sales, but to target children is not the right way to do it. Especially there is a section where Schlosser talks about smoke companies, like Camel using cartoons to attract children. One, children should not be smoking at the age of two, and two making an ad that should be for adults is just not right. Children needs to be protected and shielded from advertisement that can harm their well being and their future.

Marketing Strategy, Its Tasks, Goals, and Content

In the modern world, there is a steady trend of growth and amplification of enterprises in completely different spheres. The level of competition is also increasing. To develop and optimize the business, you need to make maximum efforts, to develop an effective plan for implementing the desired tasks. A business marketing strategy is a detailed plan for the maintenance and organization of the work process.

Strategic Marketing Essence

Different marketing strategies of the enterprise allow us to understand how to plan and implement all kinds of activities in the crew aimed at implementing plans and tasks. It is worth remembering that this is one of the parts of the crew’s overall strategic plan. This is related to issues aimed at increasing the sales and income of the enterprise. The program, which can be developed by experienced specialists, allows us to learn more about the correct use of the resources available to the enterprise, to learn how to dynamically sell products for a long time. This is the realization of a marketing concept in practice.

Main Tasks

Main tasks of market research are:

• objective assessment of demand and needs;
• amplification of a program and methods that allow it to be implemented.

The strategy of activities, therefore, should provide answers to the following questions:

• How can companies stay “afloat” in today’s conditions and take the lead?
• How can an enterprise gain the most favorable share in the market?

Optimal Timing

Usually, the plan of the crew is fixed by the document “marketing policy”. Depending on the rialto situation, specific assiduity and other factors, it can be developed for a period of 1-25 years. In the modern market, the amplification of a strategy is usually conducted for 1-3 years. Some enterprises are oriented for a period of 5-10 years. The situation on the rialto changes and companies should either regularly review the strategy, or put up with a decline in sales and possible bankruptcy. Most firms react to the changes that have already occurred. They behave reactively, introducing in their strategy some minor changes, such as a program of discounts in the supermarket or the creation of a new product line. This is a big mistake. Reactive change only benefits in the short term. If the crew wants to become a leader in its market, its marketers should revise B2B marketing strategies every year and create new plans. If your strategy does not correspond to the changed behavior of customers and competitors, you will not take a profitable position in the market. The forms of plans can be different. It is crucial that the plan clearly identifies your customers, explains what they want, and suggests a tactic that allows the crew to fulfill its tasks in the field of sales and marketing.

Main Goals

Your strategy should achieve five main goals:

• Offer customers what they want.
• Be special, stand out from the competition.
• Effectively distribute messages so that they do not go unnoticed.
• Distribute the product in such a way that customers can easily purchase it.
• Provide consumers with comprehensive assistance and support so that it is easier for them to buy and use the goods.

For example, the experience of a small industrial crew Schulco (Clear Lake, Minnesota) shows that by drawing up the right plan, you can easily increase sales by concentrating efforts on just one rialto segment. Following the planning stages, the crew carried out all the strategic tasks, having met the annual budget of $ 10,250 (and this includes $ 4,000 spent on the travel of managers across the country).

Features You Need to Know

For the plan to be designed correctly, you need to clearly know some of the features. Completing the formation of the strategy, it is necessary to establish a number of general directions, in conformity with which the enterprise should go further to strengthen and develop its business. When choosing operational management decisions, the chief of the enterprise usually uses the complete information necessary in this case. When forming a strategy, information in a smaller amount should be used. Developing a strategy, you do not need to exclude the possibility of new information and the need to change the decisions made. Initial goals can change, be adjusted, and these are normal phenomena characteristic of this process.

What Is the vision/Nilsson behind the Good Hotel concept? The vision/mission behind the Good Hotel concept is to maintain its identity as a “hotel with a conscience” – encompassing a positive attitude, environmental sensitive, and philanthropy. The intent of the vision is to inspire the “good in us all”. (Pearce, 2012 p. 10-1, 10-2) 2. What three alternatives Is Pan Cajuns considering for her recommendation to the new ownership of Good Hotel? Provide pros and cons of each.

General Manager of Good Hotel, Pam Cajuns has made great strides in getting to know her staff, guests, ND neighborhood over the last six months. She has beat financial forecasts for the first quarter 201 0 and guest service is on the rise. (Pearce, 2012, p. 10-2) With these accomplishments, Pam is faced with a challenge. Good Hotel, owned and operated by Joel De Veer Hotels has decided to sell and Pam Cajuns Is charged with preparing an evaluation and recommendation to the new ownership.

Pam’s recommendation considerations are to continue, expand or discontinue the current concept of Good Hotel. Continue the current concept: Good Hotel branded as a boutique hotel, one which “provides personalized accommodations and services and facilities”, (Pearce, 2012, p. 10-6) has established itself in the $77-billion market. With demonstrated Increased occupancy and revenue from November 2008 through March 2010, Good Hotel has a positive track record to continue its current concept.

The downside to this decision Is Good Hotel’s position as a green hotel may be perceived to be trendy and trends can change. Customers may no longer be willing to pay a higher price if the Green “wave” changes. To prevent this, Good Hotel must strive for more innovative ways to attract customers. Judd senior vice president of operations and green committee chair, Carlen Holman, launched the company’s Green Dreams portal, a dedicated page on Its Web site where consumers could track the company’s ongoing efforts to preserve the environment. ” (Pearce, 2012, p. 0-8, 10;9) Ideas Like this are paramount in keeping the consumer base informed of Good Hotel’s dedication to its mission and vision. Expand Current Operations: Because Good Hotel has demonstrated positive gains and performance I do not feel expansion is a wise decision. Though the current trends show increases, the data rend Is only 17 months, not long enough to support this decision. Discontinue Current Operations: Lastly, there is sufficient data to support continued operations therefore: to discontinue operations I feel would not be wise.

JDK has found a niche market who is willing to pay the increased cost to visit Good Hotel. 3. How would you characterize Good Hotel’s target customers? American sociologist Paul Ray coined the phrase “Cultural Creative” or Lifestyles of Health and Sustainability (ALOHAS)”. (Pearce, 2012, p. 10-5) This Is a population of demonstrates the household income for the target audience at $65,700 (Brooks, S) not allowing enough expendable income to support frequent stays at Good Hotel.

However, this is only a segment of a customer base consisting of 38 million people with the spending power of $209 billion annually according to the Natural Marketing Institute. (Pearce, 2012, p. 10-5) 4. What is Judd marketing strategy to promote Good Hotel? Joe De Viewer’s marketing strategy for Good Hotel is social media and word of mouth. The strategy of word of mouth is most effective through positive execution of the mission and vision. Effective execution results in enhanced customer satisfaction which yields positive word of mouth advertisement.

The use of social media is also an effective marketing tool when targeting this age group. The primary form of media for this age group is the computer. However, additional use of other forms of media (television and/or radio) would reach a larger market. 5. How would you competitively position Good Hotel relative to its rivals? Good Hotel has established itself as a Green hotel and targeted the correct audience. There exists a tremendous trend now with being environmentally conscious and leaving things better than the way we found them.

21/12/2011 Marketing Strategy analysis of LVMH with a special focus on LV Industry overview: Louis Vuitton Malletier is commonly referred to as Louis Vuitton, sometimes shortened to LV, is French luxury fashion and leather goods’ company. The company was founded in 1854, and now is the cornerstone of LVMH and its main division carrying almost a quarter of the total group. LVMH is the world leader in the luxury industry. It was established in 1987 through the union of three brands: Louis Vuitton, Moet and Henessy.

This union gave birth to a global group that, in addition to leather goods and spirits, brings together to the distribution, a big variety of brands in all segments of the luxury: perfumes, jewelry, watches and also champagne. Through its policy of brand development and expansion of its distribution network abroad (more than 2300 stores worldwide), LVMH has became, since its creation in 1987, a part of a strong growth: it is now the first capital in France and the thirteenth in the world, with 77000 employees of which 74% are based outside France and that share the same values of the groupe.

Corporate strategy: A strategic segmentation: In the luxury sector, LVMH has invested in six different strategic business areas: wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry, selective distribution and other activities. Louis Vuitton is trying to represent by its products, the most refined qualities of Western “Art de Vivre” around the world. The company is also trying to continue to be synonymous with both elegance and creativity in leather products, blending tradition and innovation through their products and kindling dream and fantasy.

How Louis Vuitton attracts its costumers: Louis Vuitton is a luxury brand belonging to LVMH which is the most valued brand in the world of luxury. Since 1854 this has been succeeding with its luxury luggage first and then with fashion industry (especially with collections by Marc Jacobs). Louis Vuitton has introduced many advertising campaigns, but ten years of fashion communication have overshadowed the house. The company realized that customers were less sensitive to the values that were associated with the brand.

Therefore the company wanted to put aside while the commercial communication by focusing on a more institutional in order to enhance the house and not just the products. Louis Vuitton then chose to move from product communication to corporate communications. The goal is to communicate the values and philosophy of the brand and its leitmotiv: the trip. To create a close relationship with its customers, the Internet appears to be the best means of communication (interactivity, photos, videos …. ) The fundamental value that is conveyed is the trip.

Today the concept has evolved in travel habits (mass tourism, development of low cost), becoming very usual and then there is no more magic in the travel or escape. In this new communication campaign LV seeks to use the concept of journey from idea to idea of ?? physical personal journey (passenger). Two of LV advertisements that are using the trip concept Main objectives of the company: Long term objectives: The group aims to ensure the sustainability of the company by focusing on core brands like the capital (pillars) of the 5 areas of LVMH. In addition, LVMH has the opportunity to gain market share, eclining his offer of new niches (accessories). It must continue to invest for growth. Short term objectives: LVMH wants to achieve a rapid return to the strategic activities such as selling on the Internet like on “eLUXURY. com” These activities can be retained in the portfolio ones because they do not monopolize considerable energy over the long term and are a source of direct profitability (high margin). Analysis of the four Ps strategy: Product : Louis Vuitton’s products are very distinguished by their “absolute quality” and very high price.

The aim of LVMH is also to make people feel a big difference between any brand and a brand Louis Vuitton. Therefore a strong image is needed to achieve those aims. One of the big issues that touch LV products is counterfeiting which the company is trying hardly to fight against with enlightenment campaigns, distribution of warning notices to companies, registering the trademarks and designs and making some activities with the Union des Fabricants which is a public interest incorporated association that carries out trademark protection activities.

The company is also working on prohibiting appraisal of authenticity by officially sanctioning stores that are alone able to verify whether an article is genuine or not, but also using the mass media to tell people about some details to take into account before appraising whether an LV good is genuine or not. By choosing not to make cheap goods at all, LV is also prohibiting second-line operations or what we call lower-cost alternatives. This can be sort of limitation to a greater expansion but a good choice to the company to stay in the luxury area. Another principle of LV product is that LV is an independent manufacture that is prohibiting outlet product production in order to control the brand value and making a real control on the prices. LV has also a special order service for customers that would like to buy customized and order-made products. Price: LV goods prices are very high, but their value is also of a very high level. The prices are widely accepted by women.

The company is trying then to keep the trust the costumers have in its reliable pricing, especially by prohibiting exorbitant pricing, bargain sales, sales in value sets, surprise price changes, pricing in odd prices… Place: LVMH has no boundary; its market is global, taking into account national or regional areas. The company has a geographical strategy that is built on the sentence: “Think global, act local”. The value of having a global market is to overcome the vagaries of economic conditions (fluctuations in exchange rates, etc. .. ), social (war, etc. .. and demographic issues (emerging Asian countries, etc. .. ). This allows them to meet the specific demands of the market better than in other possible way: for example, the Italians prefer sweet taste champagne that can be adapted to be the right product for them, with mixtures of wines and grapes varieties that are specific to champagne. On the other hand the internationalization of sales allows the company to respond to many different behavioral changes of consumers. Moreover, LVMH is seeking to emerge new markets with very high potential such as China and India.

LVMH benefits from the liberalization of world trade. Promotion: LV in comparison with most companies that use mass advertising, never advertise on television but only on magazines and newspapers with non aggressive sales ads, just images. The brand represents the discovery, travel, sophistication, elegance and creativity. When such words are associated with a company we understand that communication must be really special. Louis Vuitton does not use media such as radio and television media that are surely too popular. Louis Vuitton, because of the demands in women’s magazines (Elle, Vogue, Madame Figaro ,… , advertisements published in its journals always have a particular theme (urban, fables, seven deadly sins ,… ). To promote its goods, Louis Vuitton prefers to also organize special events such as Concours d’Elegance car and the America’s Cup (also known as Louis Vuitton Cup). The brand, as for other firms, is using the front of the stores being built for advertising. For example in New York can be seen at a height of over 20 meters Jennifer Lopez, new ambassador of Vuitton’s flagship products carry the brand. Vuitton also does not hesitate to call on great personalities to represent the company.

The parades are also a good way to make them known. The target is not only the public who attended the parade (a few hundred people), but the people who hear about in the press and other media. LV marketing strategy is also based on a special process of diversification: To stay number one in the luxury sector, LVMH group usually offers a similar product line to the 4 corners of the planet, but in different ways. LVMH is seeking to reach a new clientele that is willing to “splurge”. They have access to luxury by ancillary products already present in the product range; it requires no new skills or additional skills.

This diversification marketing involves distinctive innovations both in the cut of clothes (packaging for perfumes) that the composition of handbags (new materials). All this requires a research and development performance, bringing together the best designers to get a head start as soon as possible and find the trend. Weaknesses of Louis Vuitton and propositions for better strategy: LV products are the most copied in the World, which is not the case of other luxury companies like Hermes for example. Indeed, Counterfeiting is a real problem for the segment of luxury products.

The “extension” of the brand could contribute to the loss of image and prestige. To remedy this, Louis Vuitton is strongly committed to the fight against counterfeiting by establishing a specific team to sensitize the consumer and arrest the counterfeiters around the world and especially in countries where the phenomenon is more present like China. Also, the prices of LV products are not the same around the world: they are 50% higher in Asia and 25% higher in the U. S. In addition, foreigners that are residing outside European community can benefit from a tax refund.

It is therefore more interesting for many foreigners to buy Louis Vuitton products in France, thus we have a great development of the traffic around this brand. Indeed, there are many consumers that buy LV products in France and then resale them to foreigners. Others collaborate with foreigners and accept to act as intermediaries for the purchase of these products, with taking a commission for this service. The resale of a product devalues its image as luxury item; the resoled product loses its charm and uniqueness: it becomes such a commodity and no longer a luxury product.

To prevent this, LV has to develop more its computer control of sales. And since the luxury market is an area of a big concurrence, LVMH is always required to be distinguished from the others, to keep innovating its products, marketing, advertisements themes and in the same time defending its values… And since it has became a worldwide known brand, may be to make some customization in production, sales and marketing for each culture, I would like to propose to make for come chosen countries special processes of production , sales and advertising that meet but also emerge from their culture…

References: * http://www. iasdr2009. org/ap/Papers/Orally%20Presented%20Papers/Design%20Management/Luxury%20Brand%20Strategy%20of%20Louis%20Vuitton. pdf * http://veronique. estienne. free. fr/doc/SLIDE. htm

Toyota Service Management and Project Implementation Plan

Report provides the complete analysis of Toyota and its Production System. The report includes the brief history about organisation and consists of a comprehensive description about Toyota Production System (TPS). Further we have analysed the Business and Marketing strategy of the Toyota and performed the “SWOT” analysis in order to understand the strengths, weaknesses of the organisation and also threats to the organisation.

The information that had been gathered via various means of the overall Business functioning of Toyota has been transformed graphically into “Blueprint” that helps us to have a better picture of Toyota’s business. Blueprint of Toyota has been embedded as a major part of the report. On the basis of analysis and blueprint a project plan has been devised to implement the project in a new location.

The Project plan has been developed using MS Project and report encompasses the Activity on Node Diagram (Network Diagram) and Gantt Chart to give a detail explanation of the project implementation by breaking down the implementation process into different phases. Finally the report includes financial statements that include the Balance Sheet and Cash Flow sheet to implicate the financial transactions and cost the project would imply on organisation for starting a new venture in Melbourne.

The Purpose of this report is to Analyse a Service Industry, its Business and marketing strategy, develop a blueprint, devise a project plan and financial budget for successful implementation of the company in Melbourne using various statistical and organizational information available. History and Background Toyota Motor Corporation is a multinational company headquartered in Japan and it is one of the best car selling companies in the world. The company was founded in the year 1937 by a successful businessman – Mr.Kiichiro Toyoda.

Toyota Group is the largest group of industries in the world. Toyota Industries develops and manufactures automobiles and automobile-related products, such as vehicles, engines, car air-conditioning compressors, car electronics components and devices, and stamping dies. In the vehicle and engine businesses Toyota has achieved a top-class level of quality and productivity within the Toyota Group and is contributing to Toyota Motor Corporation’s car production.  Toyota employs the expertise it has mainly accumulated through its automobile manufacturing business to conduct business in a variety of other fields including housing, finance, communications, GAZOO, marine, and biotechnology and afforestation.  {text:list-item} Toyota’s management philosophy has evolved from the company’s origins and has been reflected in the terms “Lean Manufacturing” and Just In Time Production, which it was instrumental in developing.

The Toyota Way has four components: Long-term thinking as a basis for management decisions. A process for problem-solving. Adding value to the organization by developing its people. Recognizing that continuously solving root problems drives organizational learning. The Toyota Way incorporates the Toyota Production System. Toyota has long been recognised as an industry leader in manufacturing and production.

Regardless of the origin, the principles, described in Toyota’s management philosophy, The Toyota way, are as follows: Base your management decisions on a long-term philosophy, even at the expense of short-term goals Create continuous process flow to bring problems to the surface Use “pull” systems to avoid overproduction Level out the workload

Build a culture of stopping to fix problems, to get quality right the first time Standardized tasks are the foundation for continuous improvement and employee empowerment Use visual control so no problems are hidden Use only reliable, thoroughly tested technology that serves your people and processes Grow leaders who thoroughly understand the work, live the philosophy, and teach it to others.

Develop exceptional people and teams who follow your company’s philosophy

Respect your extended network of partners and suppliers by challenging them and helping them improve

Go and see for yourself to thoroughly understand the situation (genchi genbutsu)

Make decisions slowly by consensus, thoroughly considering all options; implement decisions rapidly

Become a learning organization through relentless reflection and continuous improvement

Business and Marketing Strategy

Toyota adopted series of globalization strategies to become a formidable contender in the global automobile market from being Japan’s number one automaker. The Business strategies have evolved over the years to earmark its global development and drive through all the steam in mist of challenges. Business Strategy currently pursued by Toyota has been described in detail: Growth Strategy by region:- Operations tailored to various conditions in each region Hybrid Vehicle (HV) Strategy: The strategy is to become number 1 selling automaker in HV market. Thus motive is to increase hybrid vehicle and unit supply capacity and making HV systems smaller and lighter and thereby reducing the cost. Management Foundation Strategy*: This is a unique strategy being adopted by Toyota for self improvement. The Binding reasons for developing these strategies are improving quality, reducing cost and developing human resources. {text:list-item} {text:list-item} Toyota has been aggressively pursuing marketing strategy to effectively implement the business strategy. Toyota’s successes are largely due to its ability to identify growth opportunities and develop marketing strategies to capture them. Firstly, they achieved greater market penetration by marketing their cars as fuel-efficient, well-built alternatives to the gas-guzzling, problem-prone American cars.

Secondly, Toyota was also able to identify new opportunities for market development and spent time on product development to tap into these markets. The results of Toyota’s product development were the creation of Lexus and Scion, brands that both offered a unique line up of cars, a unique brand philosophy, and services that target the luxury and youth market. Third, in spite of their successes in capturing new markets and achieving greater market penetration, Toyota occasionally downsizes their products such as the Celica and MR2. The goal was to make difference using sophisticated, normal way while still encompassing luxuries of everyday life. Toyota adopted marketing strategies to brand their car among the identified segmented market.

Marketing Strategy for Youth

Toyota focuses mainly on the youth market by advertising through youth-oriented media (Rolling Stone, MTV, late-night programming), creating a flashy website to highlight their brand philosophy, and sponsoring live concerts. Not only does it specifically target the young buyers, but they also simplified their sales tactics by offering no-haggle pricing, which means that Scion dealers will not be allowed to negotiate prices or pressure a potential customer into buying, and giving their customers a high degree of vehicle customization. Because of these marketing tactics, Toyota was not only able to bring in younger customers but it also encouraged Honda and Nissan to consider introducing youth-oriented cars into their line up.

Marketing Strategy for US

Toyota and other Japanese carmakers aggressively marketed their cars to Americans as being fuel-efficient, environmentally friendly, and having better build quality than American cars. In addition, Toyota marketed their cars as being hip and fun with memorable slogans like, “you asked for it, you got it, Toyota,” and with commercials involving young Toyota drivers jumping in the air. Toyota also decided to create a new brand because they had a reputation of being a company that only offered fun and fuel efficient compact cars. Hence they decided to launch a new car with heavy emphasis towards quality customer service. They also focussed on major metropolitan cities in US in order to maximize their revenue.

To sum up, Toyota is a great case study on how a company should develop, identify, and evaluate market opportunities and how to develop the right products and marketing tactics to capture such markets. SWOT Analysis Toyota Motor Corporation – SWOT analysis company profile is the essential source for top-level company data and information. Toyota Motor Corporation- SWOT Analysis examines the company’s key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. SWOT analysis provides a study of major internal and external factors affecting Toyota Motor Corporation as well as breakdown and examination of leading product revenue streams of Toyota Motor Corporation.

Strengths

Global organization, with a strong international position in 170 countries worldwide. High financial strength (1997, sales turnover,  131,511 million), sales growth of 29. 3%. Strong brand image based on quality, environmental friendly (greener), customized range. Industry leader in manufacturing and production. Maximizes profit through efficient lean manufacturing approaches (e. g. Total Quality Management) and JIT (Just in Time) manufacturing and first mover in car research and development. Excellent penetration in key markets (US, China, EMEA) and now the second largest car manufacturer in the world, surpassing Ford. Weakness Japanese car manufacturer – seen as a foreign importer. Production capacity.

Toyota produces most of its cars in US and Japan whereas competitors may be more strategically located worldwide to take advantage of global efficiency gains. Some criticism has been made due to large-scale re-call made in 2005, quality issues. Opportunities Innovation -first to develop commercial mass-produced hybrid gas-electric vehicles (gas and electric), e. g. Prius model. Based on advanced technologies and R&D activity. With oil prices at an all time high – this investment and widening of product portfolio fits consumers looking to alternative sources of fuels away from gas guzzling cars. To expand more aggressively into new segments of the market. The launch of Aygo model by Toyota is intended to take market share in youth market.

To produce cars which are more fuel efficient, have greater performance and less impact on the environment. To develop new cars which respond to social and institutional needs and wants. The development of electric cars, hybrid fuels, and components reduces the impact on the environment. Toyota’s Eco-Vehicle Assessment System (Eco-VAS) has helped in production, usage, and disposal. Continued global expansion – especially in the emerging markets e. g. China and India, Russia, where population and demand is accelerating. Threats Saturation and increased competition, intense marketing campaigns increasing competitive pressures.

Shifts in the exchange rates affecting profits and cost of raw materials. Predictions of a downturn in the economy e. g. recession, will affect car purchases (especially new cars). As household budgets tighten – this could lead a decline in new car sales and possible rationalization of dealerships. Changing demographics e. g. number of large families is declining. Undermining the demand for large family cars. Changing usage – families using the car less for taking children to schools. Home deliveries. Businesses – restricting business travel (tele-conferencing). Governments encouraging alternative forms of transport – cycling and incentives to use public transport across Europe.

Service Blueprint A “Services Blueprint” is a process design tool which is a flow chart of the business operations. The blueprint for Toyota has been developed using the information available from different Toyota websites. The Blueprint involves all the steps from customer placing an order to delivery of car to customer. The blueprint is explained as follows: Customer Actions: The various customer action that have been identified are customer placing an order, Checking specifications on internet and enquiring about the details of car and placed orders. Final Customer action that has been identified is customer receiving the car and documents pertaining to car.

The identified Onstage customer actions are the different payment details that will be available after customer places the order and also Customer Representatives that will be answering the customers queries regarding the current status of production stage i. e. whether car is in assembly stage or the car is still in welding stage or in delivery stage. Backstage Contact Employee Action: The Different Backstage Contact Actions that have been identified are the overall manufacturing process and the delivery of car from factory. Again the manufacturing process is broken down into Building the engine, making the body i. e. Press Plant, Welding the different parts of car to the body, Painting the car and finally assembling the different sections of car together with the body.

Support Process: The different Support processes that have been identified are the records of the current production status for a particular customer. The need for carrying out thorough quality check is imperative to satisfy customer satisfaction level and has been identified as a Support process that complements the manufacturing process at every stage. {draw:frame} Implementing Project Plan The report encompasses project plan for starting a new venture of Toyota in Melbourne. Project Plan is a critical part in implementation and success of project. The estimated time, cost and resources help us to identify the budget and expected duration of project.

The project Plan has been designed to implement a new project for Toyota from scratch by breaking down the whole process from setting up plant to delivery of car into different stages. The project plan also includes the time that will be required for completing the different tasks. The constraints that will affect the various task at different stages has been identified and defined in the plan. Following are the relevant activity and its brief description which can be tailored to fit the needs: Conceptual: – The first phase of project is to identify the Business objectives, conceptualising a plan, assessing the place for constructing a plant, staffing requirement and the different requirement for equipments.

This again can be broken down into following tasks which consists of above mentioned subtasks:

Following is a brief overview of different activities or task with its subtasks. Gantt Chart is a graphical representation of the duration of tasks against the progression of time. It is really useful while monitoring a project’s progress. The above Gantt chart helps us to identify the constraints and the tasks that are dependent on completion of other tasks in the overall Toyota project. Hence it helps to visualize the criticality of project and path and the success of project in Melbourne.

The financial factors that have been identified and will be impacting the implementation and success of project are: Changes in economic conditions affecting, and the ompetitive environment in, the automotive markets in Australia. Toyota’s ability to realize production efficiencies and to implement capital expenditures at the levels and times planned by management. Political instability in the markets of Australia. Toyota’s ability to timely develop and achieve market acceptance of new products. Fuel shortages or interruptions in transportation systems, labour strikes, work stoppages or other interruptions to, or difficulties in, the employment of labour in the major markets where Toyota purchases materials, components and supplies for the production of its products or where its products are produced, distributed or sold. 6] On the basis of project plan – the estimated time, resource requirement and cash flows for carrying out the various activities we have prepared Balance Sheet and Cash Flow for the whole Toyota project. The assumptions that have been made are listed below. On the basis of above assumption we have developed the Balance sheet at the beginning and end of year and Cash Flow statement at the end of year which is given below: Balance Sheet at the End of Year Balance Sheet at the End of Year Cash Flow at the End of Year

Conclusion

The Primary goal of the report is to analyse Toyota- the way business is carried out and mechanisms by which it implements different processes. The analysis carried out about its business and marketing strategies helped us to devise the overall project plan for starting a new business in Melbourne. Hence on the above basis we devised blueprint and finally prepared the financial statements. The report has taken into account the various constraints i. e. technical and financial constraints that may affect the success of project. The Project that is stated for implementation is a profitable venture. Hence the wise move will be to implement the project due to huge demand in Australian market.

References

• http://ezinearticles. com/? The-History-of-Toyota&id=2790459
• ttp://en. wikipedia. org/wiki/Toyota
• http://www. toyota. co. jp/en/ir/presentation/2008/pdf/080828presen_1. pdf
• http://www. researchandmarkets. com/reports/541936
• http://wiki. answers. com/Q/What_is_the_swot_analysis_of_Toyota
• http://www. thefreelibrary. com/Toyota+Announces+Third+Quarter+Financial+Results+-+Net+Revenues+and… -a0141766841 http://www. detnews. com/2003/autosinsider/0304/21/a01-141863. htm
• http://lifeinmotion. wordpress. com/2006/12/23/%E2%80%9Ctoyota-developing-strategies-for-growth%E2%80%9D/
• http://www. toyota-industries. com/product/auto/ 10. http://www2. toyota. co. jp/en/business_field/ 11.

Analysis and Comparison of Marketing Strategies – Introduction to Southwest and American Airlines:

The category I have chosen for the analysis and the comparison of the marketing strategies is the Airlines. Southwest Airlines is one of the innovators and always one step ahead of its competitor. It is the lowest fare carrier on the shorter routes and attracts its customers with its innovative marketing strategies. The American Airlines is the major airline in the USA. It is basically the largest airline in the passenger miles transported (Aviation Week and Space Technology, 2007). It basically targets the business class with its extra-ordinary promotions.

Marketing strategies of Southwest Airlines:

Southwest Airlines recently launched a “Freedom from Fees” campaign from the city of Texas. This campaign was commenced in order to differentiate itself from its competitors especially American Airlines. All the other airlines were charging extra fees for the luggage check but Southwest Airlines decided to go otherwise and did not charge any fees for the luggage check. This promotion of the Southwest Airlines was really successful in its return to the company. The Airline’s revenue rose by 8.5% to 9.9 billion in the year 2007 (Mya Frazier, 2008).

The latest marketing campaign launched by Southwest in every type of media is “With the Power of an Education, the Sky is the Limit”. The Airlines has supported the black community of American in education and other related social activities in the community for a long time. Therefore, this campaign is to celebrate the Black History Month. This ad basically shows a Black American dreaming about a bright future and emphasizes on how this airlines will help him and others like him in supporting his education and built a bright future (PR Newswire, 2009). Also read which education level has the highest return on investment (ROI)?

Southwest Airlines is the lowest fare American airline which is its competitive advantage. The airline tries to provide cheaper mode of transportation than all the other airlines and providing the same level of quality service (Zellner, 2001). As of December 31, 2007, the Airlines had the largest number of customers in the world and were the 6th highest revenue generator in the USA (Wally Devereaux, 2009). At the same time, the product they offer is very simple. They try to make shorter routes with no meals and consist of only type of fleet. At the same time, they sell their most tickets through website or their own reservation systems. All these strategies in order to cut costs and keep the fares low.

Marketing strategies of American Airlines:

The American Airlines is poised towards targeting the elite and the business class people. In its promotion advertisement launched in 2008, the airline aired a 30 second ad which focused on the luxuries and the next generation business class. The Ad is to inform the customers what the business class is all about.

The American Airlines just recently launched a “Next Generation Business Class” campaign. This campaign is to target the upper business ventures and capitalists who frequently visit other countries for business purposes, promos or exhibitions. This promotion says that those who buy the business class tickets from American Airlines official website, AA.com Japan will get a one night free stay at Grand Hyatt Tokyo. The hotel is one of the best in Japan and it promises to make the stay memorable. This promotion was launched on October 1st 2008 and is basically a joint venture of the American Airlines and the Grand Hyatt hotel (American Airlines Japan, 2008).

Another latest marketing promotion “Remember Me” launched by this airline is to increase the loyalty of it customers. Basically, in this promo, the service will recognize the customer through the number it is calling from. Hence, the call time will reduced to almost half the time and will greet the customer with their names. This will have great impact on the loyalty of the customers and the sales of the airline as the customers can book their tickets through the mobile only. The promotion is still in its testing phase (Mickey Alam Khan, 2009)

American Airlines moved towards the target marketing of its customers in 2007. For this purpose, the airline has teamed up with Steve Harvey, the most popular entertainer. Basically, this person promoted the airline in his shows which had a great impact on the black community. At the same time, a new program was aired on radio live in which the representatives from the airline participated with Steve Harvey every month. The show is named as “American Airlines Travel Segment”. This sign up or the promotion was to attract the African-American customers (Target Market News, 2007).

Comparison:

Both the airlines have had a successful career and are both on their way to market leadership. They use all types of mediums to access their customers and to promote their services at all times. But Southwest airlines is typically targeting the people on shorter routes and providing them with the best possible service at the lowest possible fares. On the other hand, the product that the American Airlines provide is very sophisticated. They provide the highest possible of services and quality standards. They try to attract the business class and the elite mostly on longer routes.

References

Books

Forty, S. Durham, P.  (1997). American Airlines. Edition illustrated. Ian Allan.

Gittell,  J. H.(2005). The Southwest Airlines Way. Edition: illustrated. McGraw-Hill Professional.

Websites

Mya Frazier. (2008, November 17). Southwest Airlines: A Marketing 50 case study. Retrieved 16th March 2009, from http://adage.com/article?article_id=132428

P. R. Newwire. (2009, January 19). Southwest Airlines Launches NEW ad Campaign to Commemorate Black History Month. Retrieved March 15, 2009, from www.reuters.com/article/pressRelease/idUS165067+19-Jan-2009+PRN20090119

Mickey Alam Khan. (2009, February 24). American Airline Debuts mobile feature for loyalty program member. Retrieved March 16, 2009, from www.mobilemarketer.com/cms/news/database-crm/2711.html

Abstract

            The command of sports brands has revolutionized the perception of apparel and gear in terms of use and over-all significance. The sense of competition, the techniques of play, the work ethics of training—all have been redefined by most sports brand through relentless and key marketing strategies. Nike, Inc. has successfully made its ‘swoosh emblem’ as something to be defying the concept of talent. Having that particular ‘swoosh emblem’ on one’s shoes, gear, or apparel represents an undying quest for triumph and almost by cosmic presence enhances dreamed ability into sheer reality. Having had key advertisements and endorsement partnerships with world renowned athletes, Nike has established a solid name, reputation, and marketing prowess in the sporting world and beyond.

As the shifting times have demanded change, Reebok also tries to restart its brand image and gain market share by redefining their target market.

Nike Marketing Strategy

 1. Nike has forever changed the rules of sports marketing strategy.  It has built Nike swoosh into one of the world’s best known brand symbols (as popular as the golden arches of McDonald’s). Why has Nike been so successful? What has been the company’s primary marketing strategy? How does this strategy differ from its competitors?  Give examples.

             In terms of marketing strategy, Nike has taken the right steps and has used just the proper tools to ensure its brand supremacy among others in the sporting world. The assorted product lines presented are of top quality and design; hence, the price offerings are set at the higher end. Nike endorsers are known to be the biggest names of their respective sport backgrounds, not only for the unparalleled talent which they posses, but also for their incomparable charisma and excellent reputation. The association of the Nike roster of great ability as endorsers heightens the sense of fascination of sport apparel and transforms into a true ingredient for triumph by the buyer.

As compared to its competitors, Nike truly spares no expense in building great and almost ‘large-than-life’ ‘swoosh’ advertising campaigns for its numerous athlete endorsers and understanding that brand visibility, accompanied with a top-caliber athlete, translates to merchandise sales. The potent marketing strategy that separates Nike from its competitors is the legacy it has built and continuously building both for their brand and for their athlete endorsers. In addition, “From the start, Nike’s marketing campaigns featured winning athletes as spokespeople” (Kotler et al., 2006, p. 72). Through this, the brand has been able to redefine the line between sports-wear and everyday fashion by having separate product lines for each and for the merged sports fashion concept.  The most coveted series of particular shoe-lines Nike has designed, like the Air Force One’s, have now built almost a cult following due to their esteem and rarity. They have, in a way, mastered the art of building customer loyalty and brand image.

2. The Nike of today is far different from the start-up company of 40 years ago.

As Nike has matured and grown – moving into mainstream culture – its marketing strategy has matured as well. Let us discuss how imperative it is for your Marketing Strategy to change with the times. Explain how Marketing Teams have transformed in order to keep to date with its consumers.  Why is this important for survival?

In its early beginnings till to date, Nike, Inc. continues to study, anticipate, and pioneer various marketing strategies through the years. Nike has understood the importance of adapting to change in fashion, design, and strategy. Their commitment of innovation in a technological sense and their trend setting has made the swoosh element well incorporated in ever-changing times. In almost every sport, game, and competition, Nike has ensured that their swoosh brand shall have its mark. Nike Inc. has been expanding ever since, extending their reach beyond the more traditional sports such as basketball, baseball, and football and crossing-over into the more unorthodox sport competitions such as skateboarding.

Marketing teams have improved tremendously and still are, in terms of research to determine just what it is the customer is thinking. It is important to be very well incorporated and resilient in the sports gear industry, specifically in the perceived and actual thinking of customers, both present and potential, because this translates to their belief of Nike as a brand, as a company. It is indeed imperative that innovative marketing measures are done to safeguard brand image and reputation. In a sense, Nike’s resilience to follow the ever-changing needs of the markets only means that marketing is still shifting, even evolving as a science, and as a whole.

3. To stay on top in the competitive sports apparel business, Nike will have to keep finding fresh ways to bring value to its consumers. What are your ideas? Put on your creative marketing caps and let us think of ways in which Nike can adjust their  Marketing Plan items (See Lecture Notes from Chapter 2) to maintain their position in the future.

As the competition is intense within the sporting apparel industry, Nike has to be forever strategizing on its toes to keep market share at a well-kept, soaring level. However, Nike’s quest for brand visibility should be well thought over, for consequence may be of negative drawbacks. An example of this back in 2004 was the banning of LeBron James ad by the Chinese who saw its content offensive even though Nike, Inc. had only pure intentions for advertising. Having the assorted product lines of shoe and sports wear catering to various gender, age, social, groups, Nike has to realistically consider the fickleness of customer loyalty. The company must incessantly develop more prestigious shoe lines but at the same time keep the balance of the sport and fashion entity concepts. Nike should always be ever conscious about the various opportunities available within the industry and continue keeping the swoosh emblem of sport supreme relevance.

Reebok marketing strategies and target market

4. In recent years, shoe endorsements that once belonged exclusively to pro athletes have branched out to include entertainers. For example, Rapper 50 Cent recently signed an endorsement contract with Reebok and is now promoting his GXT II cross-training shoe.  Says 50 Cent, “Athletes are seasonal.  Our presence is year around”. Does this shift in endorsements signal a change in Reebok’s Marketing Strategy specifically their target market, segmentation, and positioning? What are the benefits and drawbacks of such a change in endorsers? Are any other competitors following suit?

            The revitalized Reebok marketing strategy of choosing entertainment personalities over professional athletes has various implications as well as marketing and customer perception consequences. Recently, Reebok seems to take more emphasis on the fashion than the sport competition aspect. Through this marketing strategy, customers shall perceive the brand as more of a fashion-sport provider. In addition to this, choosing such a figure like 50 cent indeed overhauls Reebok target market. This may bring confusion to some, but is up to Reebok’s plan to communicate the new image it has chosen to take. Converse has done the same with their Chuck Taylor shoe series, but it has been established way ahead of Reebok, and from the get-go is more fashion based. All these depend on the ability of Reebok to answer the needs and wants of the new target markets.

References

Kotler, P., Keller, K.L., Ang, S. H., Leong, S.M., Tan, C.T. (2006). Marketing

Management: An Asian Perspective (Fourth Edition). Singapore: Prentice Hall.