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Papers On Business - Management
Page 897 of 1610

Marketing Audit Schering-Plough
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A 17 page paper. The purpose of this report it to present a marketing audit of Schering-Plough. The report describes the business sectors in the company, including statistical data regarding sales and major events such as mergers. The report includes external and internal evaluations and discusses what external factors have an impact on the company's business. A PEST analysis is the tool used for the external analysis and a SWOT analysis is the basis for an internal analysis. The analyses reveal that the company needs to address certain patterns of behavior. The report also includes discussion of the marketing mix using the 4P's format. The paper ends with recommendations for the company. Bibliography lists 17 sources.
Filename: PGscplmd.rtf

Marketing Audit: Coca-Cola Company
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A 10 page paper discussing Coke strategy and the features it will need to include in a comprehensive marketing audit. Perhaps as is no other large multinational at the present time, Coca-Cola is facing hard realities of its place in its industry. It recently announced plans to spend an additional $400 million in advertising as industry observers note that the company does not expect to gain any recovery in all of 2005. All of Coca-Cola’s “numbers” currently remain solid, but the company recently warned on earnings and industry analysts muse that those “solid” numbers are not as solid as they might appear. Coca-Cola is long overdue for a marketing audit. The company was expected to undertake massive restructuring of its marketing efforts following the exit of former COO Steve Heyer in June 2004. Bibliography lists 9 sources.
Filename: KSmktgAudCoke.rtf

Marketing Audit: FedEx Corporation
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A 22 page paper using Porter's Five Forces analysis, PEST analysis, SWOT analysis and assessment of FedEx's marketing mix to conclude that FedEx retains one of world's strongest and most recognizable brands but needs to focus on three general areas. Those are (1) continuing to identify and address areas not operating as efficiently as possible; (2) giving greater attention to environmental matters that can enhance profitability; and (3) placing FedEx Kinko's under the famous FedEx light of innovation and creativity. The long-term outlook for world oil prices is that they will only increase in the future as developing nations industrialize and lay greater claim on world oil supplies. FedEx needs to ensure it is prepared for the effects of the pressures of future fuel costs. Enhancing the potential of remote printing instead of shipping can develop a distribution channel that likely will be of greater interest in the future. Bibliography lists 14 sources.
Filename: KSmktgAuFedX.rtf

Marketing Audit: Target Corporation
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A 19 page marketing audit of Target. The paper addresses environmental and marketing issues, including a discussion of Target's marketing mix. Target appears to be positioned well to continue the current phase of growth as it progresses to the next point in its history. Target occupies a place between the high prices of the department store and the crowded, cramped nature of its competition's stores, offering higher quality on many of the items that consumers want most. Though the middle class continues to shrink, Target offers those within it a middle class retailer with values to match. Target needs to continue to engage the customer at ever-higher levels, building loyalty that will serve the company both in the present and in the future. Bibliography lists 14 sources.
Filename: KSmktgAudTarg.rtf

Marketing Bahrain’s Fakhrawi Bookshop
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A 41 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist in Bahrain and provides an account of a survey of the company’s customers. Additionally, the paper the company’s external environment, including the political and technological environment in which the business operates as well as the government’s current efforts to promote tourism and the Bahrainisation of Bahrain business. Additional chapters discuss the marketing mix and applies marketing theory to operation of the company. Another chapter provides the results of a customer survey and identifies several alternatives for the business; and the final chapter summarizes the effort and makes recommendations for Fakhrawi Bookshop for the future. Includes 3 tables and an appendix containing the survey questionnaire. The Harvard style bibliography lists 41 sources.
Filename: KSmktgBkBahrain.rtf

Marketing Bahrain’s Fakhrawi Bookshop, Revised
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A 53 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist in Bahrain and provides an account of a survey of the company’s customers. Additionally, the paper the company’s external environment, including the political and technological environment in which the business operates as well as the government’s current efforts to promote tourism and the Bahrainisation of Bahrain business. Additional chapters discuss corporate social responsibility (CSR); the marketing mix; and applies marketing theory to operation of the company. Another chapter provides the results of a customer survey and identifies several alternatives for the business; and the final chapter summarizes the effort and makes recommendations for Fakhrawi Bookshop for the future. Includes 3 tables and an appendix containing the survey questionnaire. The Harvard style bibliography lists 44 sources.
Filename: KSmktgBkBahrain2.rtf

Marketing Basics
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This 3 page paper is written in two parts. The first part looks at how a company might decide to market a new product by considering who the target market for the product should be. The second part of the paper discusses different definitions of marketing and creates a new definition. The bibliography cites 4 sources.
Filename: TEMarkdefbasic.rtf

Marketing Ben & Jerry's Ice Cream
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A 10 page paper discussing general marketing at Ben & Jerry's. There is a growing demand for superpremium ice creams as well as the more health-conscious lower fat products of frozen yogurts and sorbets. Ben & Jerry's offers all those choices already, served with social responsibility and a good deal of fun. The company operates its marketing function fully in-house and on a notoriously low budget. Lately, analysts have indicated that Ben & Jerry's should concentrate more on selling Rainforest Crunch than on saving it, and the company has entered into an agreement for archrival Haagen-Dazs to assume national distribution duties. Ben & Jerry's has a history of breaking marketing rules to their advantage, but this rule is the biggest one broken to date. Bibliography lists 13 sources.
Filename: MktBen.wps

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