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Positioning Essay Topics & Paper Examples

Case Study – Operations Management

1.0 INTRODUCTION Operations management is defined as “the activity of managing the resources which produce and deliver products and services” (Slack et al. 2010 p4). This encompasses the entire activity carried out within the organization. With increasing pressure on organizations to deliver optimally at reduced cost, the role of operations has been transformed from that of strategy implementer to one of strategy driver. Operations strategy looks at the patterns of strategic decisions and actions in a bid to set the roles, objectives and activities of the operations (Slack et al. 2010). An understanding of these strategies is important in ensuring that organizations are well aware of the requirements needed to meet the corporate objectives set about by management. The report…

Marketing Principles Innocent Smoothies: STP

Segmentation, Targeting, Positioning Positioning According to Kotler and Keller (2006), placing the product in a position where it is in demand, attractive and unique to the customer in relation to the products of its competitors is known as market positioning. Innocent has a reputable stance in the market, being known for its image of good will and helpfulness. From the company’s contributions to charity to the fun, lighthearted word choice of their product’s labels, Innocent successfully portrays itself as being a brand which above all, wishes good health for the consumers of their smoothies. The reputation which Innocent Smoothies holds is thanks to the values upon which the company was first established. Head of Communications for Innocent Drinks, Charlotte Rawlins,…

Nike Positioning Process

Introduction Nike is one of the most recognizable companies in the world due to the specific logo as known as the “swoosh”. In the 32 years of existence, Nike has been able to be the industry’s leading sport and fitness company. The organizations mission is “To bring inspiration and innovation to every athlete in the world”. According to the founder Bill Bowerman “If your have a body, you are an athlete.” Nike is a global marketer of athletic footwear apparel and equipment. The organization operates in over 160 countries while also having whole owned subsidiaries which include Cole Haan, Converse Inc., Hurley International, and Umbro. Nike focuses most of their marketing resources to find out consumers’ behavior when it comes…

Case Analysis 1: Multistate Health Corporation

Describe MHC’s strategy in terms of market position. Also, identify the type of external environment MHC is operating in and the degree to which the strategy matches the environment. In this particular case study of the Multistate Health Corporation their business strategy alignment was not well suited for that of the market. They decided to focus on two objectives that would give them success and deter away from the “oversupply of bed space.” One of the objectives were to focus on technology. “The strategic planners departed from the previous strategy, opting to become a leader in the development of new health care technologies and procedures” (Effective Training 51). The other objective that they decided to align with was to improve…

Perceptual Maps in Marketing Simulation Summary

Perceptual maps help to improve a company’s current product on the market by mapping consumer expectation of the product. The motorcycle company Thorr Motors perceptual maps were used to create a marketing plan to aid in maintaining a high brand image of their motorcycles. The Marketing Dictionary defines perceptual maps as a “process by which consumers’ perceptions of an existing product are charted” (n.d., para. 1). In this paper the three phases of the simulation, the situation, recommended solution, and results will be discussed. In addition there will be a discussion on relationship between differentiation and positioning of products or services and the impact of the product life cycle on marketing. Phase I (2×01)Sales of the Cruiser Thorr are decreasing….

Company Introduction, Market Segmentation, and Product Positioning

The key to successful product implementation in today’s national enterprise system is the effective marketing of a new product with the company’s line of existing products. As stated by Lacobucci (2012), marketing is defined as an exchange between a company and its customers. The customer wants something from the company or firm and vice versa. In previous times, a company would manufacture a product they thought the customer would want or need. The customer purchased that product because of a pending need, which basically meant that marketing used to be product oriented. However, marketing today is more that an advertisement for goods and services in an attempt to attract new business. We live in a customer orientated and empowered marketing…

Product life cycle and its stages

In today’s world, where market is unpredictable, strategies play crucial role in defending a firm’s product position. “The main reason why companies must continually develop new products is because products have life cycle”, (Bittel, 1980). Just as operation managers must be prepared to develop new products, they must also be prepared to develop strategies for both new and existing products. First and foremost, before proceeding into the product life cycle strategies, lets define what a product life cycle is. According to Griffin and Ebert (2002), a product life cycle is a series of stages through which it passes during its profit -producing life. Depending on the product’s ability to attract and keep customers over time, a product life cycle may…

Organisational Strategy at Flybe

Introduction For the purposes of this report I have chosen Flybe as my main focus of discussion in the UK and European airline industry. Flybe is Europe’s largest regional airline with 162 routes, operating from a total of 53 departure points. In this report I will analyse why it has made sense for Flybe to build on their strengths of being a regional operator and how they have managed to find a niche in the crowded airline marketplace. I will also discuss their strategy for future growth and how they have chosen their battleground carefully. I will discuss in detail how Flybe is attempting to fulfil its mission statements of “Low Cost, But not at any cost” and “To give…

Swot Analysis of Marks and Spencer

Both external and internal issues influence how the company decides to operate. The external issues will, of course remain the same for all the players in the market. With regard to Marks & Spencer, we can categorise them as follows: ExternalInternal -Fast changing market and tough trading conditions -Poor management – failure to recognize and react to changing market trends – Consumers’ change of taste – Decentralised marketing function: inconsistent brand image – War in Iraq – slower economy -The versus the Euro – imports/exports -Increased competition locally and from foreign companies Marks & Spencer – SWOT Analysis. What follows is M&S’ SWOT Analysis. It highlights the company’s strong and weak points and areas they can improve. Strengths •Reputation/Brand •Market…

Reed Supermarket case

Recommendations for Growth: 1. Stop the dollar special for each week: 1st step is to stop the dollar special promotion immediately. This is not consistent with the brand equity and positioning built over the years. It’s resulting in net operating loss of 76% on each discounted item and overall decreased the net operating profit for 2010 to 0.4% only (details in justification). Moreover, this promotional activity is polluting the message for regular consumers, considering that some of the dollar stores are located nearby. 2. Increase Sales Target: To increase the current market share to 16%, sales target is set to775Mn for 2011. It’s an increase of 95Mn. from 2010, on the assumption that total marketsize (4.74Bn) remains same. 3. Focus…