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Papers On Marketing Case Studies
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Marketing Concepts; Segmentation and the Product Development Process
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This 9 page paper looks at two major concepts of marketing and how they apply to Dyson the vacuum cleaner and washing machine manufacturer. The paper looks at the value and application of segmentation and then at the concept design product development process. The paper ends with a short section of controlling and maintaining quality. The bibliography cites 6 sources.
Filename: TEmarkdyson.rtf

Marketing Considerations
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This 5 page paper considers a case study provided by the student. A motel is for sale and the potential buyer seeks advice regarding the way in which he may look to marketing the and information he would need to help in the decision whether or not to purchase the motel. The bibliography cites 10 sources.
Filename: TEmarcon.wps

Marketing Credit Cards to China
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This 9 page paper considers the entrance of a product into a new market. Using the example of marketing credit cards in China, the paper shows how an examination of the macro environmental factors should be undertaken to assure there is a good fit between the company wishing to enter the market, the product and the market that is available. Also included are any problems that may be faced by the company when entering the market and the best method of entry. The paper ends with a consideration of ethnocentric or polycentric management orientation. The bibliography cites 5 sources.
Filename: TEccmark.rtf

Marketing Decisions for Cima Mountaineering
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A 10 page paper discussing the marketing decisions facing a small manufacturer of high-quality hiking boots. Cima Mountaineering specializes in the manufacture and sale of high-quality hiking boots firmly established in the hiking boot market. The company faces a decision involving the addition of a new line of boots and choosing which path to follow. The company currently targets mountaineers and serious hikers, but the fastest growth is among weekend hikers who limit themselves to short trips. They neither need nor want such high-end boots, though they will choose higher-end boots as their skills increase. The paper includes a SWOT analysis and recommends that Cima add a line targeting these more casual hikers. Bibliography lists 6 sources.
Filename: KShiking.doc

Marketing Decisions; Nike
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This 5 page paper considers the decisions that may need to be made by a market leader. The paper looks at Nike and the decision to use standardised marketing in the management of the brand image and how this may have resulted from the use of information gained from secondary sources. The bibliography cites 6 sources.
Filename: TEnikemk.rtf

Marketing Directions at The Gap, Inc.
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A 16 page paper discussing the drift that has occurred at Gap during the first half of 2000. Gap has allowed its focus to shift away from the customer and fully on the company. The focus needs to be more on the customer, letting her direct company performance. If Gap will pay attention to its customers, they will let management know what they want to see in the stores and online, and management will no longer need to wonder just what it will do with unsold jeans and khakis. Expectations have exceeded realities, a situation less likely to arise in that company truly listening to its customers. Bibliography lists 13 sources.
Filename: KSGapPos.wps

Marketing Dog Food; A Integrated Communication
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Strategy This 10 page paper considers how to build an integrated communication strategy for a brand. The writer does this by looking at Pedigree’s Cesar brand of dog food in conjunction with the five communication effects and the 4 P’s. The bibliography cites 10 sources.
Filename: TEdogfd2.rtf

Marketing Domino's Pizza
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An 8 page paper discussing qualities that sets Domino's marketing efforts apart from those of the other two of the 'big three,' which includes Pizza Hut and Little Caesar's. Domino's looks for—and finds—creative means through which to boost their business while other established competitors and newcomers bicker among themselves. The company appears to be determined to offer the best service and best product possible, but appears to be equally as determined to present themselves as just a measure above their competition. The Domino's difference, however, is that they let their customers arrive at that conclusion for themselves. Bibliography lists 13 sources.
Filename: Dominos.wps

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