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Papers On Marketing & Consumer Behavior
Page 152 of 192

Starbucks: An Analysis of the Benefits of Investing in Additional Staffing
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A 3 page consideration of whether Starbucks should invest $40 million in additional employee staffing. Bibliography lists 1 source.
Filename: PPstarbucksLaborInvestment.rtf

Starting a Nightclub
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A 4 page paper very briefly touching on the points necessary to consider in planning a startup nightclub. The paper includes demographic information on the area in which the club will operate, as well as general industry information. The paper includes anticipated annual revenues both before and after the “honeymoon” period in which a new club attracts a great deal of local attention. Bibliography lists 5 sources.
Filename: KSbizNightclub.rtf

Strasser & Frank/Views on Consumerism
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A 15 page book review that compares and contrasts Susan Strasser's text Satisfaction Guaranteed, The Making of the American Mass Market (1989) and Thomas Frank's The Conquest of Cool, Business Culture, Countercult8ure and the Rise of Hip Consumerism (1998). The writer argues that these authors take very similar approaches to examining American culture and consumerism. Strasser pictures a "revolution" in consumerism that focuses on the period around the turn of the twentieth century. Frank posits that another advertising "revolution" occurred in the 1960s when advertisers co-opted the values of youth culture and made them their own. Both books are summarized and discussed. No additional sources cited.
Filename: khstfrad.rtf

Strategic Brand Management in an International Environment
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This 16 page paper considers the way in which a brand may be strategically managed in order to maximize value and return. The writer considers issues such as the decision to standardize or customize brand the brand image in different geographical areas, the importance of positioning and brand extensions. Many examples are cited in the paper to illustrate the points raised, including companies such as Nike, Reebok, Proctor and Gamble and Gillett. The bibliography cites 17 sources.
Filename: TEbrandm.rtf

Strategic Communications at Starbucks
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A 12 page paper creating a strategic communications plan focusing on research, action, communication and evaluation as they apply to promoting Starbucks' entertainment venture. In-store promotion is particularly effective at Starbucks because of customers' habits of lingering and reading as they enjoy their Starbucks coffee creation. Evaluation of Starbucks' efforts in entertainment can be linked to in-store sales of DVDs – and when available – books and MP3 downloads. Bibliography lists 10 sources.
Filename: KSstarStrat.rtf

Strategic Decisions at Bridgewater Castings
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A 7 page paper discussing the state of business for this manufacturer of cast iron wood-burning stoves. Seven specific questions address management accounting and strategy issues to conclude that Bridgewater should not presently drop one of its two products, but rather seek out methods of making the under-performing product more profitable. The paper suggests that it develop innovations presently not offered by competitors to be able to profit from first-mover advantage as it now enjoys with the product it plans to retain. Otherwise it will be facing the same situation when competitors begin offering similar products. Bibliography lists 1 source.
Filename: KSacctBridge.rtf

Strategic Management at Vermont Teddy Bear Company
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A 14 page paper analyzing a case describing the company in 1998. Throughout much of the 1990s, Vermont Teddy Bear Company dedicated itself to building for the long-term future, to the point that two CEOs stepped down so that the company could more easily grow into maturity following its entrepreneurial stage. One of the first steps taken by the CEO chosen for growth, Elisabeth Robert, was to ask the "what business are we in?" question, and she accurately identified the company's true competition. Originally dedicated to 100 percent US production including materials, production gradually shifted offshore as sales continued to decline. Despite concurrent goals of decreasing costs, internal costs increased instead as the company tried to build for the future. Analysis reveals that the company's goals were valid and many of the steps taken were considered well, but nonetheless did not strategically fit with the goals they were designed to achieve. Bibliography lists 5 sources.
Filename: KSmgVTtedBearStr.rtf

Strategic Marketing: Consumer vs. Industrial
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12 pages in length. A strategic marketing question which astute business people will want to ask themselves is how does the buying process for industrial products differ from that for consumer products? Is the decision making unit concept and buying decision process equally applicable to both, or does it differ? And if it differs, in what way? This is the topic of discussion in this paper. Bibliography lists 13 sources.
Filename: JGAconpr.wps

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