The most prominent battles of the Civil War of America - Essay Example This research will begin with the statement that June 10, 1864, marks the day of the Battle of Brice’s Crossroad. It was a civil war that was fought between the union and the confederate near Mississippi. The Confederates were led by Major General Nathan Bedford Forrest, the victorious commander and the unions were led by Brigadier General Samuel D. Sturgis, the losing commander. It is one of the most famous civil war because the outnumbered unions were badly defeated by the Confederates, who in number were almost half their army. The main reason behind the splendid victory of Forrest is the outstanding war planning. The tactic that he devised to weaken the union army, the place that he chose to meet the unions in the battle, use of secret intelligence were all in favor of the victory of Forrest. He planned to attack the main cavalry first and then move on further to the remaining army. The main cavalry tried to defend themselves and when they reached Brice Crossroad to inform their army and alert them, they were exhausted and confronted with the fresh army of Forrest. This proved very helpful for the Confederates. The place that had been decided by Forrest to be the battleground was much near to the supply depot of the confederates and very far from the depot of the unions. This made the unions deprived of the supply and although being outnumbered gave no benefit to them because of the shortage of the supply.
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Report Of Coca Cola Marketing Analysis Marketing Essay The operating environment of our company contains two parts: the macro-environment and the micro-environment. Macro-environment: Entering into the 21st century, the material production of the society has been abundantly riched and the standard of living of people has been greatly improved. The UK beverage market is going through an environment of constantly meeting the material and cultural needs of people. The consumption concept of pursuing healthy and fashionable lifestyle becomes more and more important. People constantly strive for excellence and dedicate to the pursuit of aggressiveness. The number of people that concern about the nature and health is constantly increasing, while some products of the Coca-Cola and their fashion sense and metropolitan image are consistent with the characteristics of modern peoples entertainments and the development of living space(Wette Kristensen,2005). They also comply with the demand of low calorie of the consumers, so it will be subject to the general consumers. Micro-environment: Generally speaking, Coca-Cola has the stable and strong suppliers and intermediaries with scale. The supply chain is relatively clear. It can constantly adjust its supply chain and value chain according to the actual situation. This has great relationship with creating the stable kingdom of Coca-Cola(Jens Rupp,2009). There are basically only two competitors within the industry of the US soft drinks for the two companies account for 70% market shares. But there are some differences between these two brands in the customer experience and the impression. Both have a long history and great advertising investment. The influence of history and advertisements make the two brand Coca-Cola and Pepsi become the symbol of American culture. For various reasons they form a great industrial monopolies. Currently Coca-Cola continues to develop to a new direction. (2)Competitive regional analysis The main rival of Coca-Cola in the beverage market is the other existing competitors and potential competitors. Among them, the existing competitors include foreign competitors and local competitors. The foreign competitors-Pepsi Cola is the largest available competitor. Pepsi Cola is one of the worlds most successful companies of consumer goods. The two companies monopolize the cola market in the world (Eileen P,Anderson-Fye ,2004). Currently in the UK, they are popular in different cities. The local brands are Coca-Colas local competitors. These brands in the UK have a relatively fixed group of consumers and the local consumers have formulated certain consumption habits, which is also a strong rival of Coca-Cola. (3)SWOT Analysis Advantage (strength) The worlds largest soft-drink giant, it has the advantages of strong manufacturers and great global competitiveness. Strong marketing capabilities, systems and corporate advertising. Brand image grows deeply in peoples minds, has become one part of consumers life. The Mystery formulations of the core product are extremely confidential, so its popular for 100 years without failure. Access deployment is rather complete, and has the strong sales channels of fast food.Innovative and highly competent, the most representative product is the launch of Diet Coke.High market share, more market leading brand products.Products have the characteristics of convenience, the unique flavor and the fair price and so on.Product life cycle has the patterns of loop recycling, remains intact.Recently it announces that the employee stock option is one part of salary transfer fee, which will fully reflect the financial condition of enterprises. Disadvantage (weakness) Large organizations, control is not easy.Consumers stereotypes to the products unhealthy beverages containing the ingredients of caffeine in cola, and could easily lead to obesity and other health problems. The product identification of major consumer groups (younger) is slightly worse than Pepsi. Access of bottled drinks is over the wide range and its more difficult to control the final product quality of consumers. Opportunity General soft drinks industry can enter into the industry with low barriers, however its hard to develop into the cross-marketing level.Carbonated beverages are more suitable for the demand of the younger, especially for Latin America and the Asia-Pacific countries. The proportion of young people is rapidly improving which brings the industry more business.Brand image of beverage has a deep influence to the sales condition. Threat The alternative of other Non-cola carbonated beverage products of other alternative is still quite possible.The pursuit of health consumers will definitely reduce the consumption of carbonated beverages. The competition of beverage market competition is quite fierce. The main rival Pepsi is a huge threat. Over the past few years, the performance of Coca-Cola is stagnant while the Pepsi is continuous growing. (4)PEST Analysis: Analysis of political and legal factors: the British political environment is stable, the production is developing and people live and work with high level. The legal system is more perfect. Coca-Cola has to be in accordance with the British laws and regulations when takes various marketing activities to achieve better development in the UK. This can bring more advantages and opportunities to Coca-Cola. Analysis of economic environment factor: the treatment of the UK to the foreign investors is very favorable. Foreign and British businesses get the same tax, financial subsidies, new technology development subsidies. Because of the complete base facilities, transport facilities, communication equipment, stable political environment and other advanced and favorable conditions, they are enormously attractive to foreign investors. In addition, the UK is a developed country and has a relatively high level of economic development. (Springer US,2003). So the product quality competition is more important that the price competition if Coca-Cola want to be well developed in the UK. Analysis of technical factor: due to the rapid development of science and technology, the cycle of using new technology in new product has been greatly shortened. The product renewal of beverage industry has speed up. At the same time the promotions are becoming more diverse. Analysis of Social and human factors: the UK is a country filled with elegant atmosphere. But it also has the side of young and enthusiastic. The British are taking care of the life quality and spiritual enjoyment. 2. Marketing positioning (1) Market Segmentation 1) segment by the purchasers age: According to the market survey, the main consumers of Coca-Cola are the younger with the age from 15 to 34. They account for more than half of the whole consumer group. The young generation are open-minded and they pursuit healthy, fashionable and high-quality life. Therefore the natural and healthy Coca-Cola which is consistent with the trend can meet their requirements. 2) segment by the purchasing factors: Interest segments of market age numbers psychology preferable brand taste Heavy consumer Pursuit fashion and trendy and like to buy foreign brands Soda product Health and beauty 20-34 Heavy consumer Pursuit fashion, health and leisure, with more pressure and eager to relax Functional beverage or packaged water with caffeine and vitamins Health and care >35 Light consumer Conservative, pursuit stability, peace and the longevity of life Healthy and nutritious (2) Target Market Through market segmentation, we decide to choose the 18-29 year old consumer group as our target market. Because the consumers with this age are the main consumers of the Coca-Cola products. Besides, as there are lots of universities in Britain, the target group can form the market that is large enough and has some potential. Moreover, since the consumption attitudes of college students change and the income levels of young white-collar increase, the purchasing ability of the group has been improved in some extent. Meanwhile the young people have a higher Coca-Cola brand loyalty. As long as our products can make a breakthrough on taste and function, it will win the consumers heart easily. Develop with the way of regional agency, that is using large cities such as London, Oxford, Cambridge, Birmingham, Liverpool and so on to drive the small market. Take the chains and supermarkets as the main distributors. (3) Marketing Strategy Coca-Cola is an enterprise that keeps pursuitting innovations. After successful developed the non-cola carbonated drink smart series, it introduced a natural non-carbonated fruit juice and successful realizes the product diversification. Its product is coherent. On the other hand, as the boss of beverage industry, Coca-Cola has a clear competitive advantage.(Fiona Scott Morton,Florian Zettelmeyer,2004). First of all, it maintains a concentric development and its own technology, equipment, staff, cost and other advantages provide a solid backing to the development of tea drinks. Second, the Coca-Cola has the worlds most mature, stable production capacity and the fastest distribution channels. The market of tea drinks becomes a corollary. In the end Coca-Cola has a well brand reputation. So we put the favorable market segment as a starting point and focus the strength and advantages of the enterprise in one market segment to obtain success. And then through the spread role of the target market to enlarge the vertical depth of consumers. (4)The effect of marketing strategy Segment the market by selecting the 18-34 years of age to learn the needs of market segments and take intensive marketing activities. Then the strong market position can be achieved in the market segments. The enterprise can save substantial operation costs and win the high return on investment as a result of specialized production, distribution and promotion. 3. Advertising Campaign a. advertising strategies (1) advertising objectives: improve the brand image and product awareness (2) advertising theme: happy life (3) performance style: easy sunshine (4) advertising slogan: create an infinite future with Coca-Cola together b. media strategy Media types Characteristic Ads budget Arrival rate Frequency (weekly) Our-door ads Repetitive, with the combined effect of symbols and actions 3500 80% 3 broadcasting low cost, flexible information dissemination, timely, wide spread, 2500 60% 2 network effectively attract the target audiences attention, and interact directly with consumers 3000 80% 2 newspaper Lasting preservation of information, high trust 1000 50% 1
12/9/2019 0 Comments Mktg Plans Essay Example for Free Mktg Plans Essay
The type of decision-making a consumer uses for a product does not necessarily remain constant as the needs and wants of consumers are constantly changing and newer innovations are constantly being churned out to fulfill our changing needs. Nowadays what would usually involve a routine response behavior is not as simple because of the enormous variety a consumer has to choose from. There are many things that a consumer can evaluate in terms of purchasing a product; packaging, price, reputation, and whether or not there is a sale on the item can all be factors that a consumer evaluates. It might be even that the product is currently very trendy at the moment that would motivate the buyer to purchase it, which would be a case of limited decision-making. There are also many sociodemographic factors that affect the type of decision-making a consumer uses for a product. For instance, if you receive a big bonus and have more income going into your household, you may choose to use limited or extensive decision making in picking out a product with better brand recognition and of better quality. Another reasons that affect the type of decision-making a consumer uses for a product does not necessarily remain constant is for different occasions the product is being used for. For example, if someone were to attend a fancy party whose host you are trying to impress, you would use extensive decision making in order to pick out a wine that tells the host that they have class and a fine taste in wine. An example of how the type of decision-making I use has not remained constant is for my use of high-end fashion items, such as shoes from Ferragamo. If I wanted a pair of shoes from the main website I would search all over the web for the same shoes at a discounted rate for me to get the best deal on them. However, if I see shoes that I like and are on sale on the main Ferragamo site, I would buy them right away with no hesitation. Buying a high-end product at a discounted rate would lower my buyer’s remorse. A new service that is targeted at the college student market are house-cleaning services. The house-cleaning services often come in packages for a full clean up service for a minimum of 2 hours for around $65-$80. This service can be extremely profitable within the college student target market as a general conception of the college demographic is that they are fans of instant gratification. They are the ones who would rather not spend the time buying cleaning products at a store to clean their whole house, when it would only take 65 dollars (split between 2-4 roommates) for their house to be spotless in 2 hours. Although this service is offered, I don’t think they have capitalized on the college student market enough. I often hear these services through word-of-mouth or by an occasional Groupon deal. There are several different forums house-cleaning services can be offered to the college demographic in a more effective way: enhanced web presence, and cross-selling once a client has been established are some of them. The main factors a house-cleaning service needs to consider when targeting a college target market are price and long-term commitments. A college student often has a limited budget on what they can spend so the cost of labor of a cleaning service has to be reasonable in order to outweigh the prospects of buying their own cleaning products at a much more affordable rate. Students are constantly on the lookout for deals and discounts and are constantly on the Internet, so Groupon, Living Social, Facebook, and Craigslist are great ways to advertise the service. The Internet is also a great source for students to research the ratings of the company offering the service because credibility of the company offering the service is highly important for a house-cleaning service since they are entering your home and have access to all your personal belongings; this is a way you can eliminate your competitors – by being the most credible and collecting the most amount of favorable reviews online. Long-term commitment is important because this is a service that needs to be used frequently in order to churn out the most amount of profit. A student must find value in having their house cleaned frequently by being pleased with the outcome of the service the first time. In order to yield customer returns and customer satisfaction, the house-cleaning service company can offer deals such as “For every 1 time you use us, you get 35% off your next house-cleaning,†or “Buy a package deal of 4 house-cleaning services for the price of 3.†They can even offer additional services such as laundry services that include cleaning, folding, and ironing. Timing is another factor a house-cleaning service can capitalize on since college students are those who want instant gratification. You can offer a service that is available 24 hours and have the job done in an hour and a half. Lastly, a house-cleaning service could take advantage of the social issues trending. Currently, while flu season is in full throttle, many students are getting sick. A house-cleaning service could advertise their flyers at a student health center or somewhere that students get flu shots with advertisements that stress on the need for a clean and germ-free house so that students can avoid getting sick. A company can create an atmosphere on its website by reflecting the same amount of value and prestige they have in there store directly onto their website. There are several factors a company needs to evaluate such as the usability of the website (whether or not it is easy to navigate, whether or not the functions work, and whether or not all the products are available), the websites atmosphere (sounds, presentation, layout ect.) The atmosphere of the website should communicate to the customer that it is a viable and reliable means of purchasing their products by making it look professional. The website atmosphere can encompass music and designs that compliment the prestige of the actual store. For example, the online store for Louis Vuitton evokes a very prestigious feel where many of the functions of the website are there for aesthetic purposes. The photographs used on the website are taken by professional photographers and the typeface is very elegant and classy. Although there is a lot of information on the website, it is very organized and flows very well in a direction that pushes a consumer to dig deeper into their site, finding more products to look at. The website is also organized in categories of their products which makes it easier to navigate around, such as shoes, dresses, and my favorite category, sale. Furthermore, there is a function on the website that allows a customer to zoom in on the product, allowing able to hone in on every inch of the product, assuring the products quality. A customer can browse the product from every angle and determine whether or not each specification of the product is suitable for them. Lastly, when a customer has decided to purchase a product, the website suggests more products for the consumer to buy that have a similar style to the one they have purchased and guarantees returns and a full refund if they are unhappy with their purchase. The process is also simple and fast, which eliminates the possibility of a consumer backing out of their purchase. It is obvious to the consumer that Louis Vuitton is a top-tier brand through its intricately and carefully designed website. The price is all extremely high, but it emphasizes its strong global presence in the most luxurious retail markets and gives you an impression that the brand is worth the money. If I were to start a pet grooming service in a town where there are two established pet groomers, I would price lower in order to gain recognition and penetrate the market. I would set my penetration price to a low price and sell my services in bundles in order to expose the services I offer as well as show that the quality of my services can match up to the existing competition. Once I have captured an interested audience, I can begin to maximize on customer loyalty strategies to keep them coming. I would constantly monitor my competition in order to learn about new services they offer as well as their prices in order to stay competitive. Since I am offering lower costs, it would be essential for me to estimate and calculate my demand and cost in order to not lose money in this endeavor. I would attempt to lower my overhead costs in running my grooming service at locations I do not have to rent, such as my house in order to yield a profit quicker. I would position my company to be a smaller, less established company who can do the job just as well as the other grooming services. I would start off by using my friends and family to bring in their pets for me to display my services on my front lawn in order to attract attention to potential customers so that their perceived quality of my services are that it is legitimate and that I take good care of their pets. Other reasons for why I would price my product low is because a pet grooming service is not a necessity, which means that in a down economy, a pet grooming service wouldn’t be anybody’s priority. Therefore a low price point can convince them that the value in having a well groomed pet is worth the money. Lastly, I would differentiate my services from my competitors in order to lower the associated price elasticity. I believe this value trade-off will drive the market to the lower-priced alternative. |