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Papers On Marketing & Consumer Behavior
Page 126 of 192

New Product Marketing Plan: Rolling Bookbags
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An 18 page paper. Parents, educators and health care professionals have become very concerned about how heavy school backpacks have become. In many cases, the child is carrying a pack that is 30 or more percent of their body weight. These heavy packs are causing serious health problems for our youth. Strangely enough, research revealed only one company that is focused exclusively on offering an alternative - a rolling backpack. This paper is a marketing plan for a new company that offers three alternatives for students. This is a comprehensive marketing plan, including product description and need; competitive analysis; company SWOT analysis; target market and size; marketing mix using the 4Ps; and a progress evaluation plan. Bibliography lists 17 sources.
Filename: PGrolbag.wps

NIKE AND IMPACT ON SPORTS ADVERTISING AND APPAREL
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This 6-page paper focuses on NIKE's impact on sports advertising and apparel manufacturing. Bibliography lists 6 sources.
Filename: MTimpanike.rtf

Nike Clippers Hats
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A 3 page paper assessing the cost and portions of the supply chain for a bucket hat carrying the NBA logo and that of the Los Angeles Clippers. Factory price plus surface shipping is $0.71 per hat; one site has it on "sale" at the end of 2005 for $15.95, marked down from its regular price of $24. Bibliography lists 7 sources.
Filename: KSnikeHats.rtf

Nike Goes to Wal-Mart
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A 3 page paper using the entrance of Nike (as "Starter" brand) into Wal-Mart to examine the vertical relationship of the value chain. The paper discusses points such as number of firms; degree of uncertainty; similarity of stages of firms; and several other points to illustrate that the vertical arrangement appears to be beneficial for this particular venture. Bibliography lists 3 sources.
Filename: KSwalMvalChn.rtf

Nike Supply Chain Management
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A 6 page paper discussing the case of Nike’s early-century missteps, particularly that which involved upsetting its own supply chain. Nike does not have the luxury of becoming arrogant on the scale that IBM did in the early 1990s. IBM found it was not indispensable to its customers as it had believed; evidence from Nike’s constant struggle with those that overtake the leading position in the industry (i.e., New Balance and Adidas) indicates that Nike should already be painfully aware of that fact. Bibliography lists 5 sources.
Filename: KSsupChnNike.rtf

Nike’s External Environment
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A 5 page paper providing a STEP (PEST) and SWOT analyses for Nike as of the end of 2004. Nike appears indeed to have “grown up,” as one source states. Having overtaken Adidas for Europe’s soccer market and opening an average of 1.5 stores each day in China, Nike is experiencing immense success at the moment. It has learned some hard lessons in recent years in terms of how consumers can affect revenues when they feel strongly about an issue, and it is likely to use that knowledge to its advantage in the future. Bibliography lists 5 sources.
Filename: KSmktgNikeExtEnv.rtf

NOKIA AND PORTER'S FIVE FORCES
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This 5-page paper examines Porter's concept of five forces as it pertains to the competition in the wireless industry; most notably, Nokia, manufacturer of mobile phones. The paper demonstrates how forces such as threat of new entrants, threat of substitute products, bargaining power of suppliers, competitive rivalry and bargaining power of the buyer apply to Nokia. Bibliography lists 2 sources,
Filename: MTnokpor.rtf

Nokia Corporation
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A 5 page paper that discusses specific aspects of Nokia Corporation. This is the world's #1 seller in the mobile handset market and it is the overwhelming leader in the U.S. This essay discusses the overall explosion in the use of cellular phones, Nokia's target market, why this is their target, future technology and whether Nokia is meeting consumer needs and desires. Bibliography lists 5 sources.
Filename: PGnokia.wps

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