Commodore International: Case Study
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This 8 page paper analyses a case study scenario provided by the student. The time is the early 1990s when Commodore International's Amiga computers offered multimedia capabilities with exceptionally good graphic integration. The computers were popular in Europe but not in the U.S. This essay includes: problem definition, alternative solutions, critical success factors, evaluation of the problem and a conclusion. No Bibliography.
Filename: PGcomdRv.rtf

Communication and Marketing in a SME
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This 20 page paper in written in two parts using a UK small to medium sized enterprise (SME)with less than 200 employees; Hotel Chocolat. The first part of the paper examines the communications strategy used by the business. The second part of the paper examines the marketing strategy ad includes a SWOT analysis and consideration of the product mix. The company used as an example is a company that specialises in premium quality chocolate and confectionary using the internet and mail order as the main channels of distribution. The bibliography cites 20 sources.
Filename: TEhotelchoc.rtf

Communication in Marketing
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This 10 page paper considers the way that a company uses the idea of communication in its' marketing. The writer uses the five communication effects and applies them to the automotive industry, using the Mercedes-Benz ML model as an example. The bibliography cites 9 sources.
Filename: TEcommar.wps

Communication in Marketing
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This 14 page paper considers the statement that all marketing communications should be 1) clearly positioned, 2)directed to a particular target market, 3)created to achieve a specific objective and 4)undertaken to accomplish the objective within budget constraints. This is considered with reference to two pharmaceutical companies; Proctor and Gamble Pharmaceutical and Johnson and Johnson. The bibliography cites 11 sources.
Filename: Tecmctnm.rtf

Communication in Retail Sales and Marketing
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An 8 page overview of the importance of communication in retail sales and marketing. Utilizes a fictional business plan to outline the aspects of communication which come into play in defining a market and effectively targeting that market through an advertising campaign. Bibliography lists 6 sources.
Filename: PPbusCom.rtf

Communication of McDonald's
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This 8 page paper looks at the way in which McDonald’s communication with its’ target audiences. The company is considered using Grunig’s four models of public relations. The paper reviews the types of communication which have taken place and assesses the methods used, the way the messages were sent, who the audience was and the potential feedback. The bibliography cites 6 sources.
Filename: TEMcDcomm.rtf

Company Report; The Gap Inc and the Subsidiary Business Unit ; Old Navy
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This 6 page paper considers the position of Gap Inc. and its;' past and current performance and strategies before considering the position and role of its strategic business unit Old Navy, along with its' past performance and strategies for growth. The bibliography cites 5 sources.
Filename: TEgapinc.rtf

Comparing Marketing Strategies and Campaigns of a Multinational and a Local Business; Häagen-Dazs and Hilltop Farm Ice Cream
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Almost all companies will need to undertake some form of marketing in order to sell their products; if the consumer's do not know the product exists they will not know they can go and buy it. This 10 page paper examines the marketing strategies and complains of two very different company; the marketing undertaken by the large multinational ice cream firm of Haagen Dazs, and the marketing undertaken by a small independent from business that makes is an ice cream. Both are purchased marketing assessed by looking at the marketing activity in comparing the approaches. The bibliography cites 6 sources.
Filename: TEharhilltop.rtf

Comparing Nieman Marcus and Marshall’s Customers
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This 9 page paper is written in two parts. The first part of the paper is a written section that looks at the different buying patterns that may be observed between the high end and low end stores and considers how these fit in with theoretical purchase decision models. The paper then uses the observations to speculate on the profiles of the target markets. The last three pages are a PowerPoint presentation on the findings. The bibliography cites 3 sources.
Filename: TEmarcusmar.rtf

Computer Service in UK
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6 pages. In outlining a plan to market specialty software services for small business as well as research and collecting useful information, ours will be a business to business enterprise, as the intent is to market the software to those businesses most in need of this service. By examining the specialty software and determining which business can most benefit and at the same time are in the greatest need of it, we will be most efficient in our efforts. We will determine who to market to, how to market the software, and what our realistic expectations can be. Bibliography lists 6 sources.
Filename: JGAcsnuk.wps

Consumer and Commercial Marketing
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This 11 page paper considers the different ways in which commercial, business to business, marketing looks to communicate their message through marketing in comparison with a consumer marketing campaign. The paper has a brief introduction and then examines two companies and their marketing focus and strategy to demonstrate the similarities and the differences. The companies chosen for this are IBM and Nokia. The bibliography cites sources.
Filename: TEIBMnok.wps

Consumer Behavior and Disney
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A 9 page overview of Disney's capitalization on consumer behavior. Ties the sense of excitement, exhilaration and discovery, one encounters when visiting a Disney theme park into the retail experience. Notes the company's history in being able to profit from this association. Bibliography lists 8 sources. PPdisny2.wps
Filename: PPdisny2.wps

Consumer Behavior in American Adult Males
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5 pages. This is a marketing case study in the consumer behavior of American male adults between the ages of 65 to 75 years of age. Included are examples of interviews of the target population as well as general attitudes toward marketing consultants and views toward shopping for products or services as well as other consumption related factors. Bibliography lists 5 sources.
Filename: JAconbeh.rtf

Consumer Behaviour and Marketing a Hotel
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This 5 page paper is written in to parts and is based on a case study of a budget hotel located on the shores of the Caspian Sea. The first part of the paper considers customer behaviour and the influences on how they make the decision to book rooms at the hotel. The second and longest part of the paper outlines a marketing strategy that uses advertising in the press, the sue of direct marketing to existing customers and the setting up of a public relations event to get free publicity and enhance the hotels’ reputation.
Filename: TEkazahot1.rtf

Consumers Buying and Decision Making Processes in the Fashion Industry
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This 14 page paper looks at the way purchase decision are made by consumers when purchasing fashion. The paper simulates findings of a research survey to define consumer segments, compares these to the segments identified i theory and then consider the purchase process that takes lace. The bibliography cites 15 sources.
Filename: TEfashionbuy.rtf

Contingency Plan
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This 4 page paper presents a contingency plan for the marketing of a travel agent based on a paper supplied by the student. Three alternate strategies are proposed and a break even analysis presented. The bibliography cites 1 source.
Filename: TETAconting.rtf

Converse Chucks
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A 4 page case study of Converse. Converse is a shoe company founded in 1908 in Massachusetts. In 1917, the company introduced a canvas, high-top shoe that it called the "All Star." In the 1920s, a semi-professional basketball player named Charles "Chuck" Taylor joined the Converse sales team and began aggressively marketing the shoe throughout the Midwest as he ideal shoe for recreation and sports. For the next four decades, "Chucks," as they became known, were the shoes to have, particularly on the basketball court. This case study of Converse and Chucks looks specifically at its branding strategy. No bibliography is offered.
Filename: khchucks.rtf

Copyright, Law and Ethics: The Pat Parker Case Study
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A 5 page discussion of the legal and ethical issues involved in the resell of research material which was originally contracted from a campaign analyst, Pat Parker, and the Democratic Party. The questions of who holds copyright to the material which was generated and the legalities and ethics of a subsequent sale by the campaign analyst are reviewed. No additional sources are listed.
Filename: PPpolRsc.rtf

Corning's Fiber Optics
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A 5 page paper discussing new focus on technology, the same one that has caused a 7-fold increase in its stock value in only three quarters. Corning is to be commended for taking a hard look at the company it had become and reinventing itself to be more responsive to today's markets in both the short and long term. It needs to continue its dedication to innovative thinking and the creation of products that will keep it at the leading edge of the telecommunications industry, so that competitors can work to keep up with Corning rather than allowing the reverse pattern to become established. Bibliography lists 5 sources.
Filename: KScorningFiber.wps

Corporate Culture and Project Implementation at McCann Erickson
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This 10 page paper looks at the ad agency McCann Erickson, its corporate culture and how it manages and implements projects. Various examples are included. The concept of corporate culture is discussed and defined. Bibliography lists 6 sources.
Filename: SA439Mc.rtf

Creating an International Market; Richgro
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This 11 page paper looks at how a product or company which is currently purely domestic may expand into an international market. The paper shows how a market could be assessed to find a good fit and then a marketing plan developed. The example used is the Australian company Richgro, manufacturer of a range of gardening products including a water retention product Ezi-Wet and a plan to enter the US market. The bibliography cites 7 sources.
Filename: TErichgro.rtf

Creating Loyalty in Airline Customers
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Creating loyalty in a customer base can create a great deal of value of an airline. This 8 p page paper looks at how marketing departments can create and use loyalty schemes to increase sales from both existing passengers and use them to attract new customers. The paper looks at a number of examples including British Airways, Delta and Virgin Atlantic. The bibliography cites 7 sources.
Filename: TEairloyal.rtf

Crestfield Furniture
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This 5 page paper examines a case study supplied by the student. A furniture manufacturer has to make a decision regarding its' marketing budget, to increase the sales force or to increase the amount of magazine advertising that is taking place. The paper considers the options using a SWOT analysis to look at the position of the firm and then makes recommendations. The bibliography cites 2 sources.
Filename: TEcreatfield.rtf

Crisis and Change
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This 12 page paper considers a company in crisis and how theories of change explain how changes occurred. The company chosen is Marks and Spencer, who lost sight of the market they were selling to, and had to make several changes before they managed to reverse the decline. The bibliography cites 8 sources.
Filename: TECrimarks.rtf

Cumberland Metal Industries: Engineered Products Division, 1980: Case Analysis
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This is a 3 page paper which is a case analysis of the Cumberland Metal Industries: Engineered Products Division, 1980 with the focus on price determination and marketing strategy. There is no bibliography.
Filename: JHCumb.rtf

Customer Retention by Use of the Customer Corridor;
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This 15 page report style paper considers the use of the customer corridor in retaining and developing long term relationships between suppliers and their customers as well as attracting new customers. The paper is written in report format, heading were supplied buy the student. The paper concentrates on the example of Cadbury Schweppes, but may be equally applied to any other company in a commercial environment. The paper includes two flow carts and the bibliography cites 10 sources.
Filename: TEcusco2.wps

DAD'S PET CARE COMPANY
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This 16-page paper discusses a marketing case study for Dad's Pet Care, a pet food company that is regional and family owned. Topics discussed include branding, marketing, the target market and media placement. Bibliography lists 5 sources.
Filename: MTdadpec.rtf

Daewoo; The Success of Integrated Marketing Communications
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The car manufacturer Daewoo launched in the UK in 1996. The company had a rapid success due to the marketing strategy that was developed. This 9 page paper examines the way the company used integrated communications marketing, IMC, to gain market share. The bibliography cites 8 sources.
Filename: TEdaewooIMC.rtf

Daugavpils; A Long Term Approach to Marketing the City
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This 16 page paper considers the run down city of Daugavpils and considers how the city may be developed to attract both business investors as well as tourists. The writer takes an holistic approach, considering looking at the product, in this case a city, and looking at what can be undertaken in a practical manner to prepare the area for a marketing campaign. The proposed plan involves the maximization of the existing resources and local attributes and minimizing the local problems.
Filename: TEdaugav.wps

DDB Needham Worldwide Communications Group
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An 11 page evaluation of marketing prowess and talent in the United States' largest advertising agency in the United States. This marketing case study contains a thorough analysis and all points are well-supported with citations and bibliography listing 11 relevant sources.
Filename: Ddbneedh.wps

De Beers; A Case Study
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This 5 page paper looks at the De Beers “Supplier of Choice” campaign and the way that the forevermark has been developed in order to create a branded image in the diamond industry, The writer considers the way the competition may react and the strategies that the company has and should follow given the current increasingly competitive market conditions. The bibliography cites 3 sources.
Filename: TEdebeer.rft

Dell Computer And Distribution
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A 5 page paper. Dell Computer was the first PC manufacturer to utilize direct sales channels - from manufacturer to end user with no 'middle-men.' It revolutionized the way computer companies do business. This paper discusses this practice, including the revenue Dell realizes from just their Internet sales channel. Bibliography lists 5 sources.
Filename: PGdell3.wps

Dell Computer Case Study
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This 12 page paper examines The Dell corporation. With a SWOT analysis, a Competitive Profile Matrix and an Internal Factor Evaluation Matrix, it is easy to see that this company's longevity is assured, but at the same time, it is likely that Dell should make a move. This sentiment is relayed through the entire report. An industry profile follows a short introduction and then a detailed history and analysis of Dell is performed. The conclusion provides recommendations for this firm that has been struggling during 2006, but a holistic assessment considers Dell's long history and the present environment. Bibliography lists 10 sources.
Filename: SA632Del.rtf

Dell Computer Corporation Marketing
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A 10 page paper that investigates Dell's marketing efforts. Following a brief introduction to the company, including market share data, the writer discusses Dell's success using the Internet as their "store." The marketing mix is then discussed using a modification of the 4Ps called the 4Cs. Bibliography lists 14 sources.
Filename: PGdellmk.rtf

Dell vs. Gateway: How Dell Captured the PC Market
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This 5 page paper provides an overview of Dell and Gateway. Attention is paid to e-commerce and the role it has played in marketing. Reasons why Dell is number one are explored. Bibliography lists 6 sources.
Filename: SA306DvG.rtf

Dell's E-Commerce Strategy
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This 5 page paper provides an overview of Dell and how the company has risen to the top of an industry. Its strategy is assessed and used as an example. Bibliography lists 4 sources.
Filename: SA110Del.wps

DELL, HEWLETT PACKARD AND ANALYSIS
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This 20-page paper takes the problems of fictitious CompuCorp and discusses ways in which it can implement e-business/e-commerce strategies by examining computer PC giants Dell and HP. SWOT analysis of Dell and HP lead to recommendations for CompuCorp. Bibliography lists 13 sources.
Filename: MTdelhew.rtf

Dell; The Information Needed to Develop a Marketing Plan
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This 6 page paper undertakes a situational analysis of a company in order to show what information is needed in order to develop a marketing plan and how that information will identify the most feasible strategy. The paper then looks at what this strategy should be, how it should be implemented and the consequences of not implementing it. The bibliography cites 6 sources.
Filename: TEdellmk.wps

Delta, American & United / Marketing Strategies In A Competitive Era
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A 10 page paper that provides an overview of the major elements of each of these three airlines and compares their approaches and success. Bibliography lists 11 sources.
Filename: Delamun.wps

Demographics of Bellingham, Washington
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5 pages in length. In order to open a new business that will become a successful entity, one must first consider the demographics of the given area, and whether the population warrants a business of the type the entrepreneur intends to begin. The focus of this paper is a case study on opening a bookstore in Bellingham, Washington, and whether the demographics of the area warrant such a business will be viable. Bibliography indicates one source.
Filename: JGAbksts.wps

Designing an Advertisement
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This 10 page paper looks at how a advertising message can be converted into an advertisement. Using Absolut Vodka as an example, the paper designs a full television advertisement and then shows how this is designed to maximise impact in terms advertising theory. The bibliography cites 10 sources.
Filename: TEaddesign.rtf

Developing a Communications Strategy for the American Red Cross
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This 20 page paper looks at the way in which an organizational communication strategy can be developed. Using the American Red Cross as an example potential communication goals identified, in the context of the current issues of faced by the organization. Following the establishment of the goals, the identity and profile the target markets is determined, the message developed, the communication channels selected and a plan for implementation is presented. The bibliography cites 8 sources.
Filename: TECSredcross.rtf

Developing a Direct Marketing Strategy This
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16 page paper considers the way in which a UK company; the AA, can reach targets for increased sales to existing customers, increased customer retention and increase the customer base through direct marketing. The strategy recommended makes use of customer relationship marketing and an holistic approach to the different selling mediums and customer contract points. The bibliography cites 17 sources.
Filename: TEAAdmar.rtf

Developing a Marketing a Plan for a Fruit Juice Bar
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This 23 page paper looks at a small company in Ireland; Zumo Fruit Juice Bar with the aim of undertaking an analysis and developing a marketing strategy. The paper starts by looking at the company and its branding strategy and concepts and then examines the competitive environment using an in-depth Porters Five Forces analysis. The last part of the paper presents some simulated survey results and uses this, and the analysis t develop a new marketing plan suitable for a small company. The bibliography cites 10 sources.
Filename: TEzumo01.rtf

Developing a Marketing Campaign; A Case Study
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This 10 page paper designs a marketing campaign for a student health clinic that is to be held once a week in a rural school. The paper considers the service and the target market as well as the budget, then using marketing theory and the way it has been applied by commercial companies to a similar target to develop a hard hitting and effective campaign. The bibliography cites 6 sources.
Filename: TEdocshp.rtf