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Papers On Marketing Case Studies
Page 67 of 134

Marketing at Two Companies
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A 4 page paper exploring customer retention. Rich Cruises and a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking their customers what they truly want, and both should be building cross-marketing alliances with organizations outside their industries. Bibliography lists 4 sources.
Filename: KSmktgCruiseCars.rtf

Marketing at Wal-Mart
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A 16 page paper discussing some of the many ways retailing giant Wal-Mart approaches marketing. Company policy is that the customer is number one, and every employee is urged to engage in creativity and risk-taking to further enhance service to customers along with product volume. The gross strategy has been successful: annual sales have increased from $25 billion in 1990 to $118 billion by the end of 1998; the company's ultimate goal for now is that of reaching the $200 billion mark. The paper includes information on the company's situation, goals, strategies and policies. A short SWOT analysis is followed by sections discussing alternatives, recommendations and implementations, evaluation and control. Bibliography lists 18 sources.
Filename: KSWalMart.doc

Marketing at Zappos.com
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A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
Filename: KSmktgZap.rtf

Marketing Audit -Siemens AG
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A 12 page paper that offers a marketing audit of Siemens AG. Sections include: Environmental Aspects, comprised of economics, market and technology and Marketing, comprised of objectives, strategies, tactics, the 4P's, and organization. The essay begins with an executive summary. Bibliography lists 17 sources.
Filename: PGsiemn.rtf

Marketing Audit / The Phillip Morris Company
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A complete 12 page marketing audit of the Phillip Morris Company in which the writer examines the company's overwhelming advantage in the tobacco industry, marketing environment, legal considerations, pricing strategy, organization, and more. Bibliography lists 4 sources.
Filename: Philmorr.wps

Marketing Audit / Volkswagen
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In this 15 page analysis, the writer details the company's (Volkswagen) task environment, sales figures, goals to increase market share, strategic production, customer-satisfaction efforts, R & D, and more. Conclusive recommendations are presented based upon the available research. Bibliography lists 8 sources.
Filename: Mktaudit.wps

Marketing Audit at United Airlines
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United Air Lines has thousands of miserable employees and is the owner of the record as serving the least-satisfied of all airline passengers. Its stock price has declined throughout the explosive growth of the stock market, and management effectiveness is weak. Revenues have increased in response to increased air travel in recent years. If the economy does decline as it is indicating it might, then United Air Lines could greatly suffer if management does not begin to act immediately. Included in this 20-page paper are indicators of the company's financial performance and the extent to which customers are dissatisfied with the company. The paper urges management first to address the issue of employee morale, and then turn its attention to its customers for the purpose of preserving those remaining and winning back those who have left. Several charts and tables. Bibliography lists 18 sources.
Filename: KS-UALmktg.wps

Marketing Audit for an SME
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This 13 page paper is a marketing audit on a medium sized business, using both a SWOT and a PEST analysis as well as considering issues such as the target market, segments and marketing mix. The company uses is Zumo, a fresh fruit juice and Smoothie bar. The bibliography cites 8 sources.
Filename: TESMEzumo.rtf

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