Kone Launch of the MonoSpace in Germany
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This 8 page paper is based in a case study supplied by the student. Kone is an elevator manufacturer who have developed a new type of elevator the does not need to machine room and is differentiated from other products on the market in a number of ways. The paper considers the best marketing strategy for the launch of the elevator into the German market. The bibliography cites 3 sources.
Filename: TEkonemono.rtf

Lancôme; A Marketing Case Study
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This 5 p[age paper answers questions posed by the student regarding Lancôme. The paper includes consideration of Lancôme's target market, the decision making process, VALS categories and different triggers to increase sales. The bibliography cites 4 sources.
Filename: TElancom.wps

Land Rover Discovery SUV: Harvard Case Study
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A 17 page paper. This paper presents a report and recommendations for positioning the Land Rover Discovery 4x4 SUV in the American market, which is currently dominated by Ford Explorer, Jeep Grand Cherokee and Chevrolet S-10 Blazer. An introduction provides background on the progress of the company and the Discovery. A massive amount of data are then synthesized to present comparisons of the Discovery with its most formidable competitors in this market. More data are analyzed to determine a customer profile as well as what consumers look for in an SUV when selecting one and how they use the vehicle once they have made the purchase. Based on these analyses, a positioning recommendation is made and a budget is presented for the different aspects of the marketing campaign. 5 Tables are included. Bibliography lists 1 source.
Filename: PGlndrv.rtf

Land Rover North America, Inc. / Marketing Case Study
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A 12 page paper that provides a complex case analysis of Land Rover North America and gives recommendations about their manufacturing and marketing processes. Bibliography lists 9 sources.
Filename: Landrove.wps

Land's End -- Decline in Catalog Sales / Reasons & Recommendations
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A 5 page look at Lands' End's marketing of catalogs throughout the United States. It is cited that sales continued to improve both for the company and for the catalog industry itself from about 1980 to 1989-- when decline suddenly began. Some of the reasons for this include significantly increased competition, rumors of postage increases & inter-state sales taxes, and Land's End's own internal failure to offer a diversified product line and to manage inventory effectively. Recommendations for improvement are made. The original case materials are no longer available. No Bibliography.
Filename: Landsend.rtf

Lands' End / Catalog Marketing
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This 5 page essay explores the success of Lands' End catalog focusing on the companies principle of success, the type of consumer the catalog is designed for and the strategies it uses to appeal to its targeted audience. The paper also compares Land's End to some of its competitors.
Filename: Landsen2.wps

Lands' End / Strategies & Techniques
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The strategies and techniques used by Lands' End to teach consumers about the company and its products are explored in this 7 page essay. How the company involves the consumer in the company are discussed. Recent print ads are examined with suggestions for an updated ad for one of their products. No bibliography.
Filename: Lande.wps

Launching a Dishwasher Powder
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This 10 page paper looks at the way a new dishwasher powder may be launched. The paper consider the 4 P's; product, price promotion and placement. The writer consider the target market, what it is they may want and the design of the product though the way the powder may be advertised, outlining an advertising campaign and the supporting point of sale material to encourage the right placement. The bibliography cites 5 sources.
Filename: TEdishws

Launching a New Product in International Markets; a Product Plan
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This 19 page paper looks at launching a brand new product on the market. The product chosen is an anti-ageing product. The paper describes the new product, outlines the goals and strategies for the launch and first few years, defines and examines the target market considered competitors and substitutes, and then looks at the pricing, distribution and promotion of the product. The paper ends with a three-year budget. The bibliography cites 9 sources.
Filename: TEantiage.rtf

Launching a New Product; Pet Food
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This 5 page paper considers the way in which a new dog food can be launched. The budget is limited and the writer outlines a creative brief, designed for the target audience using press, billboards and magazines in order to maximise the use of limited budget. The bibliography cites 5 sources.
Filename: TEdogfd1.wps

Learning from Leapfrog
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This 4 page paper uses a case study to discuss the success of Leapfrog Enterprises. It discusses the No Child Left Behind Act, as well as Leapfrog’s business model. Bibliography lists 1 source.
Filename: HVLpFrog.rtf

Lee Iacocca: Ford Through Chrysler
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A 6 page review of the career of Lee Iacocca. Traces his rise to the presidency of Ford Motor Corporation, his dismissal from that position, and his subsequent presidency of Chrysler Corporation. Notes Iacocca's greatest accomplishments as the Ford Mustang and the Chrysler Mini-Van. Based largely on "Iacocca, An Autobiography". No additional sources are listed.
Filename: PPiacocc.wps

Lego
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This 4 page paper considers how Lego had suffered as a result of complacency and failing to notice how the market was changing. The lifecycle had reached maturity and the company had not noticed. The paper conducts a SWOT analysis to look at the strengths weaknesses opportunities and threats and then offers a long term solution. The bibliography cites 5 sources.
Filename: TElego01.rtf

Lego; PEST and SWOT Analysis
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This 3 page paper looks at the difficult position of Lego, and analyses it with a PEST analysis that looks at the political, economic, social and technological factors. The SWOT analysis considers the strengths, weaknesses, opportunities and threats that face the company. The bibliography cites 2 sources.
Filename: TElegope.rtf

Lenovo; Marketing Strategy Analysis
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This 5 page paper looks at the case of Lenovo, the purchaser of IBM's PC division. The marketing strategy of the Chinese company that trades in China under the name Legend is examined. The paper is provided on a case study supplied by the student. The bibliography cites 2 sources.
Filename: TElenovo.rtf

Levi.com
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A 5 page paper which analyzes the Levi.com website. The paper discusses cultural influence in the website, the market addressed, choice of colors and graphics, and the overall impression of the site. Suggestions are also provided for any improvement that could be made. No additional sources cited.
Filename: RAlevicom.wps

Lexington Alarms
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A 5 page paper which examines what disciplines the company Lexington Alarms uses. The paper examines the disciplines of Siebel Systems as outlined in “Discipline of Market Leaders” by Michael Treacy and Fred Wiersema. No additional sources cited.
Filename: RAlexin.rtf

Liz Claiborne Inc. vs. Donna Karan International
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A 15 page paper in which the writer provides an overview of the apparel industry, then focuses upon these two companies, demonstrating strengths and weaknesses as well as current fiscal information. Bibliography lists 9 sources.
Filename: Lizdonna.wps

Liz Claiborne, Inc.
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This 10 page essay examines Liz Claiborne, Inc. Headings include: History of the company, including the devastation it experienced in 1993 and how they recovered; SWOT analyses of the company and industry; Values and Advantages; Competitive Advantages; Recommendations; and Action steps. Bibliography lists 10 sources.
Filename: Lizclai.wps

Loyalty Cards and EDI; Tesco
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This 7 page paper considers the way in which loyalty cards operate and how Tesco has managed to overcome many of the problems other supermarkets have faced. The writer looks at the loyalty card, how it is integrated with EDI to add value to the supply chain and how it may be applied to the hospitality industry as a whole. The bibliography cites 10 sources.
Filename: TEtescoe.wps

Loyalty in the UK Supermarket Industry; How Can Sainsbury Compete?
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This 30 page paper looks at the way loyalty is gained and retained by supermarkets in the UK grocery sector with the aim of helping J Sainsbury gain market share. The paper presents a literature review looking at loyalty schemes including a section that consider how and why Tesco has been able to gain higher levels of loyalty than other supermarkets. The paper then presents some potential primary research identifying the way loyalty is maintained. The bibliography cites 20 sources.
Filename: TEsainsloy.rtf

M&M’s Market Report
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This 4 page paper is a report looking that the chocolate confectionary brand M&M’s owned by Mars. The paper looks at the positioning of the brand and level of sales and targeting, placing this in the context of the chocolate confectionary market in the US. The bibliography cites 6 sources.
Filename: TEMMmarket.rtf

Madcap CraftBrew and Bottleworks Company Case Analysis
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A 7 page paper assessing the promotional problems of an Ohio microbrewery and suggesting several alternatives. The paper discusses the chosen alternative – directly selling to bar-operating retailers outside the local area – in terms of the promotion “P” of the marketing mix. Bibliography lists 1 source.
Filename: KSmktgMadcapZ.rtf

Madcap CraftBrew and Bottleworks Company Case Analysis #2
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A 6 page paper providing a plan for another approach to promoting Zebra Beer. This microbrewery has been trying to compete with the country’s leading beer companies, and it has neither the financial resources nor the production capabilities to make such an effort worthwhile. The paper suggests that Madcap market its Zebra Beer directly to consumers, through sales made by mail order through a membership-based organization that already has completed legal requirements for shipping alcoholic beverages directly to customers. Bibliography lists 3 sources.
Filename: KSmktgMadcapZ2.rtf

Madonna
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This 19 page paper consider the case of the well-known singer Madonna and looks at how business sense has allowed a singer develop a multimillion dollar international business organisation. The paper looks at the development of the businesses within the music industry environment considering the use of strategy, differentiation and product lifecycle influences. The bibliography cites 12 sources.
Filename: TEMadonna.rtf

Management / Retail Marketing At A Small Business (Retail)
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Complete management & marketing analysis of operations at a small-town retail carpet store. The write pinpoints various problems from a contemporary management suggestions and make recommendations for improvement. Report is 15 pages in length and has 4 illustrative charts as well as a bibliography listing 6 sources to support the writer's ideas.
Filename: Abcarpet.wps

Management At American, Delta & United Airlines
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A 9 page paper discussing the management similarities of the three airlines. American, Delta and United Airlines are all commercial passenger air carriers. Beyond that, they have only a few similarities. All are old commercial carriers that were facing bankruptcy together until the US Postal Service approved air travel for the US Mail in 1925. There, they reached a point of divergence that continues today. It would seem that, because of the emphasis on employee ownership, United would be the 'best' to work for, at least as long as the pilots remain happy with their contract. The management style is appealing because it takes the employees into consideration perhaps more than the others do Bibliography lists 10 sources.
Filename: 3air.rtf

Management Case Study: The Path Not Taken
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7 pages. This case study analysis is the interesting history of two major retailers, Sears and Montgomery Wards. Both began in the retail business just a few years apart and remained neck and neck in the retail world for over fifty years. Interestingly enough however, after World War II the retailers took two different paths. The path chosen by Montgomery Wards led the giant retailer into filing bankruptcy in 1997. A study of the different management styles as well as the planning and strategies of each retailer will be analyzed and recommendations made regarding what led to the downfall of Montgomery Wards and how it could have been avoided. Bibliography lists 10 sources.
Filename: JGApath.rtf

Manchester United as an International Business
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This 44 page paper looks at Manchester United and consider the way in which it is marketed and looks at Singapore as a target market. The paper conducts a PEST analysis of the potential location and then analyses the industry with Porters Five Forces Models. The marketing and general operations and practices of Manchester United are then examined using a SWOT analysis the BCG matrix as well as a product lifecycle analysis. The paper then considers the marketing strategies and how they have been introduced and implemented before making recommendations for the future. The bibliography cites 28 sources.
Filename: TEmanut1.rtf

Mantero Case Study; Branding
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This 4 page paper is based on a case study supplied by the student. Mantero is an Italian silk company who are seeing sales fall. The writer assesses the strength of the existing brand and considers the current potential communication could be utilized to enhance the brand. The bibliography cites resources.
Filename: TEmantero1.rtf

MARK AND SPENCER’S: ANALYSIS
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This 11-page paper discusses British retailer Mark and Spencer and competitive advantages that have allowed the company to succeed for more than a century. PEST, SWOT, and Force Field Analysis are applied to the company as is Porter's generic strategies. Bibliography lists 5 sources.
Filename: MTmandsp.rtf

Market Analysis for A New Product
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This 9 page paper considers how a new product will be considered with market analysis and product development. The paper looks at a new range of menswear for the UK market, conducts a market analysis looks at the general market trends, performance of the segments. Projections and major competitors. The paper then considers how a target market may be identified and defines the target market and how the product is developed for that market and then shows where it would be placed in a BCG matrix. The bibliography cites 15 sources.
Filename: TEnewmen.rtf

Market Analysis for A New Product
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A 9 page paper analyzing the marketing strategy of a newly-launched low-calorie premium ice cream in the UK. The paper assesses conditions according to the 4 Ps / 7 Ps concept of the marketing mix, making recommendations for possible alternative approaches for each of the seven factors. Includes a position map. Bibliography lists 19 sources.
Filename: KSmktgIceCrm.rtf

Market Reseach Proposal
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This 10 page paper looks at a fictitious proposal to assess the value created by the sponsoring of an event. Sponsorship is used widely as a marketing and PR tool; however it is not always clear if these sponsorships add value to the brand or impact on the brand and product perceptions. This paper presents a proposal to investigate the role and influence of sponsorship in a brand. The paper uses the example of McDonalds, but the proposal could equally apply to other companies. The paper outlines the problem, presents a brief literature review and a methodology for qualitative and quantitative reseach. The paper also includes costing and a time plan with Gantt chart. The bibliography cites 7 sources
Filename: TEMRprop.rtf

Market Research for a Personal Digital Assistant
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4 pages. This paper will deal with the market analysis and research background that will be necessary for the student to be able to start a business marketing a handheld all-in-one phone. Research will necessarily include the worldwide market growth over the life of the market as well as graphs and charts. The student will also need to consider several other types of research which will be explained in this paper. Bibliography lists 4 sources.
Filename: JGApalmp.wps

Market Research Proposal
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This 3 page paper is a proposal for market research to help a hotel chain determine whether or not they could save money by decreasing the quality of the bedding and the towels. The proposal contains the aims of the study and a methodology is presented.
Filename: TEbedprop.rtf

Market Research Proposal for X-Soft
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X-Soft has a new product; NetGuard, aimed at parents to help them control the way that their children use the internet. This 4 page paper is a market research plan outlining a potential approach to assess a market and a potential marketing strategy by undertaking secondary and primary research to assess the market and its needs. The bibliography cites 5 sources.
Filename: TEMRxsoft.rtf

Marketing “Trados” Translation
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This 5 page report discusses the marketing strategy for an innovative company marketing translation software. “Trados” has demonstrated that it has the innovation and talent to develop products that fill the software needs (and wants) of a broad range of consumers. Therefore, it must develop and follow a clear and specific marketing strategy to assure that the product is the success they believe it can be. Trados must carefully research the market it most wants to reach and then determine how and why their product is the best match for the members of that group. The first step for Trados is a total awareness of its former and future customers. Bibliography lists 8 sources.
Filename: BWtrados.wps

MARKETING – ESSAY QUESTIONS
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This 7-page paper discusses aspects of marketing. Included are how Starbucks is a "New Era" corporation, a SWOT analysis for a start-up brewery, and the positioning of hybrid cars to different market segments. Bibliography lists 2 sources.
Filename: MTmarkvari.rtf

Marketing a Basketball Center
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This 14 page paper looks at how a club offering facilities to play basketball in the UK can increase membership and profit The paper is a marketing plan, looking at the external and internal environment, the target market and the development of a marketing strategy and plan. The bibliography cites 10 sources.
Filename: TEbasket.rtf

Marketing A Combined Bricks and Mortar and Ecommerce Company
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This 7 page paper chooses a specific organization and discusses their incorporation of e-marketing strategies within the overall marketing plan as well as looking at how segmentation and positioning strategies are affecting the marketing and media mix. The paper also makes use of a SWOT analysis. The company chosen is Barnes and Noble. The bibliography cites 6 sources.
Filename: TEbarnesn.rtf

Marketing a Community Bank
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This 13 page paper considers how to develop a marketing plan for a community bank. The paper begins with a market analysis and then develops an original marketing campaign using television, radio, the press and direct mail. The bibliography cites 10 sources.
Filename: TEbankmt.rtf

Marketing a Consulting Business
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7 pages. This case study is about a consulting agency that is a viable partner for business to business web-based companies. The intent herein is to market this consulting service to applicable target markets. By thoroughly explaining the uses of services and how it can affect web-based companies, we will determine just what the ideal target market will be for this service. Ours will be a business to business enterprise. By examining the consulting agency and determining which business can most benefit and at the same time that are in the greatest need of it, we will be most efficient in our efforts. We will determine whom to market to, how to market the services, and what our realistic expectations can be. Bibliography lists 5 sources.
Filename: JGAhally.rtf

Marketing a Hotel; A Change of Direction
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This 6 page paper considers a case study supplied by a student. The case is a hotel which has been bought by a couple with no experience in the leisure industry and the hotel has been neglected. The new purchasers have several ideas on strategies to follow and the paper gives advice on these strategies. These include the establishment of a high class restaurant, a family hotel, a pub, a disco and the utilisation of passing trade.
Filename: TEhotela.wps

Marketing a Local Business
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This 8 page paper consider how to market a local business. The writer uses the example of a local photography company. The competition is analysed and the 4 P’s; product, price, placement and promotion are all considered in order to develop an holistic and realistic marketing plan. The bibliography cites 5 sources.
Filename: TEphotmk.rtf