Little Mix

      BCG Growth-Share Matrix Resources are allocated to business units according to where they are situated on the grid as follows: * Cash Cow - a business unit that has a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be used to invest in other business units. * Star - a business unit that has a large market share in a fast growing industry. Stars may generate cash, but because the market is growing rapidly they require

therefore the retailer uses a combination of sound, scent and motion to attract potential buyers. Above all, the staff members called “brand reps” catch customers’ attention by wearing clothing from the brand. * * To sum up, Abercrombie marketers mix target marketing, market research and store atmosphere to build a strong identity and reaffirm the image of the brand. More than an ordinary purchase, Abercrombie and Fitch wants to sell an experience. * * RECOMMENDATIONS: I first recommend

chains Product differenciation • Hotel trade : 32,5 % of the global activity • B2B : 34.5 % • Travel agencies : 24 % • Catering : 4 % • Casino : 2 % Marketing Mix Product : • Hotel trade • B2B • Travel agencies • Catering • Casino Price : Broad range of prices targeting each market in the hotel industry Marketing Mix Place : • Present in 140 countries • Accor ensures its own distribution • Many agreements in different tourism distribution companies Promotion : Advertising, Websites (with

marketing del siglo XXI exige una nueva filosofía 4) La planificación estratégica I- Análisis de mercado y de la competencia II- Análisis de producto a) Producto b) Posicionamiento III- Análisis FODA IV- Objetivos V – Tácticas - estrategias VI- Marketing Mix a) Producto b) Precio c) Plaza (distribución) d) Comunicación VII- Mecanismos de control Anexos Las empresas en el siglo XXI Guía para la realización de un diagnóstico estratégico competitivo Ejemplo de un diagnostico estratégico competitivo 3 4

EXPORT BARRIERS Export selling vs. Export marketing Export selling: involves selling the same product at the same price, with the same promotional tools in a different place. Export marketing: tailors the marketing mix to international customers. Requirement for export marketing - an understanding of the target market environment - the use of market research and identification of market potential - decisions concerning product design, pricing, distribution and channels

Análisis de la situación externa • Mercado (oferta y demanda) • Clientes • Competencia AO Diagnóstico de la situación Objetivos de Marketing • Ventas • Conocimiento de marca • Prueba • Distribución • … Estrategias de Marketing • Marketing Mix: producto, precio, comunicación, distribución) • Entrada en nuevos segmentos/ mercados (¿cómo?) • Captación de nuevos clientes • Alianzas • Segmentación… Planes de acción • Acciones de marketing • Calendario • Presupuesto • Control Análisis de

dissertation will highlight the key elements of the company’s success (a premium positioning strategy, a strong customer loyalty strategy which makes the customer dependent on the brand and a good internet communication in addition to a brilliant marketing mix). First and Foremost, we will study the coffee market and the portioned coffee market in order to know the actors of the market. The success factors of Nespresso in Europe will be analysed. Finally through a case study of the internationalisation of

generating a targeted level of profit. This case study describes a major investment in Kellogg’s Special K. It illustrates how the company’s investment in new product development served to strengthen a global brand. Kellogg’s and the Marketing Mix With annual sales of more than £4.5 billion, Kellogg’s is the world’s leading producer of cereal products and convenience foods, such as cookies, crackers and frozen waffles. Its brands include Corn Flakes, Nutri-Grain and Rice Krispies. Kellogg’s

Corporate Strategies The value chain Channel mix Enterprise Product mix The Offer mix Marketing Production Communication mix The Demand Customer mix Pricing mix Purchase Human Resource Supply chain Finance Suppliers 5 Administration Financing system Partners Community IDRAC - Globalization and Corporate Strategies Reminder on the marketing mix Communication mix Sales Promotion Advertising Offer Mix Products Enterprise Services Sales Force Intermediaries

Answer key for units 1, 2, 3, 4, 5 Unit 1 1.1 1. Staff, employees( people) 2. range ( product) 3. advertising (promotion) 4. accessibility, outlets, locations (place) 5. expensive, competitors, deals (price) 1.2 1 promotional 2 advertising 3 mix 1.3 Product Branding Launch Quality Reputation support price Discounts Special deals place Accessibility Delivery Distribution location promotion Direct marketing people Competition Customers Sales force 4 price 5 products Unit 2 2.1 Product: accessibility