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Papers On Business - Management
Page 894 of 1610

Marketing at Ford Motor Company
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A 6 page paper discussing product mix, innovation and marketing at Ford. The company has several problems to overcome, and its current activities are not likely to suffice. The truck market is declining as predicted, and more buyers are returning to passenger cars though Ford still does not have sufficient acceptance in current models. The youth market shows promise, but Ford will need to improve in its ability to attract older buyers too. Bibliography lists 6 sources.
Filename: KSMktgFord.rtf

Marketing At Gap & J. Crew
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A 10 page paper comparing these two bastions of conservative and casual clothing. Wishing to take advantage of the trendiness of hiphop, Gap completely abandoned its conservative—and better funded—customers in favor of product lines that could in no way be described as conservative. The result was that Gap lost customers in droves, and the new ones it attracted soon tired of the new image. J. Crew was built on mail order sales of clothes that could only be described as preppie, but its less than glamorous image has resulted in the company reaching $800 million in annual sales while still being privately held. About to make the same jump that Gap is now recovering from, J. Crew seems to have found an alternative approach. Bibliography lists 12+ sources.
Filename: Jcrew.wps

Marketing at Gap, Inc.
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A 6 page paper discussing Gap's return from an abandoned retailer to a dynamic supplier of casual clothes for both parents and that tween market so valuable to the company. It has made its physical locations and online store complementary rather than pit them against each other as have so many other retailers. The company strives to retain the customers it has while aggressively seeking to attract new ones. Bibliography lists 6 sources.
Filename: KSmktGap.wps

Marketing at Geico Direct
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A 5 page overview of the marketing strategies employed by Geico Direct. Emphasizes the careful selection of a customer base which is made possible through innovations in information systems. Points out that regardless of the cleverness of any particular ad, that ad will go nowhere without the infrastructure in place to support it. Geico Direct’s superstructure is its carefully selected employees and the tools which those employees have at their disposal. No sources are listed.
Filename: PPgeicoM.wps

Marketing at Kenneth Cole
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This 5 page paper examines the marketing of Kenneth Cole. Looking at the controversial advertisements which include the use of social issues as well as humour, the style of marketing and branding is considered and used to study the integration between the marketing of the bricks and mortar stores and the internet store. The bibliography cites 4 sources.
Filename: TEkennethc.rtf

Marketing at Levi Strauss
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This 7 page paper looks at the company Levi Strauss, briefly considering the background the paper considers the successful and less successful marking of the company and how this has changed. The target market are considered and the 4 P's are also included in the discussion on the company. The bibliography cites 4 sources.
Filename: TElevi02.wps

Marketing at Levi's
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This 4 page paper considers a plan by Levi Strauss to enter the mass market as well as maintaining a position in the premium market. The paper argues that maintaining two different market positions is unlikely to be successful. The paper then considers how the company may use data mining to obtain information before making the decision to enter this market. The bibliography cites 3 sources.
Filename: TElevimass.rtf

Marketing at Lloyd's TSB Private Banking
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A 6 page paper discussing the high-end services available to this bank's wealthiest clients and the manner in which the bank markets those services. Some of the benefits available to wealthy clients are open to all account holders in other countries, such as a no-charge debit card linked to a cash account. Other services include asset management and broker services. The bank's valuable services truly are valuable, but it likely will need to adjust its marketing to the wealthy in order to continue to have success in attracting those customers. Bibliography lists 10 sources.
Filename: KSLloydsTSB.wps

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