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Papers On Marketing Case Studies
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Marketing a Small Hotel
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This 5 page is a marketing plan for a small seaside family run bed and breakfast. The paper is written in report format, which looks at the hotel and the location competition, the target market and the develops a potential marketing plan. The bibliography cites 8 sources.
Filename: TEhotelmar1.rtf

Marketing a Small Up Market Hotel
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This 5 page develops the outline for a marketing plan for a 30 bedroom hotel in Scotland that has good levels of convention business but a low level of leisure visitors or tourists. The paper shows, how, by building n the exiting competences and the local attractions the company may be able to develop a new complimentary market. The bibliography cites 8 sources.
Filename: TEhotelmar.rtf

Marketing A Store Similar to Marks and Spencer
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Marks and Spencer have made many mistakes when it comes to marketing. This 9 page paper considers the lessons a similar company can learn from the position of Marks ands Spencer’s in the 1990’s and how they firstly failed to notice the disappearance of their target market and then managed to alienate the very market they were trying to attract. Using this, the paper considers how a healthier approach to marketing may be adopted. The bibliography cites 15 sources.
Filename: TEmktmarks.rtf

Marketing a Travel Agency
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This 7 page paper looks at a business where sales are dropping and consider why, and how, they should carry out market research to identify who their customers are, what opportunities exist and how to use them to increase business. The paper then outlines marketing strategies that use this information.
Filename: TEtravag.rtf

Marketing a Voluntary Group
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This 12 page paper considers the scenario of a youth band that has the aim of touring the United States. The paper considers how information may be extracted from surveys to assess potential locations for both target audiences and potential sponsors. The paper then considers how the data may be analysed, how the contacts should be made and methods of marketing. The paper also considers the potential problems with the use of secondary data and consider how further research may be undertaken. The bibliography cites 6 sources.
Filename: TEmarvol.rtf

Marketing Activity - Promotion : Case Study
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A 5 page paper that uses information provided by the student. The organization is the U.S. Naval Hospital in Guam. The paper discusses the promotion component of the marketing mix and discusses why this hospital is not involved in marketing. Bibliography lists 2 sources.
Filename: PGguampr.rtf

Marketing Adidas
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This 6 page paper considers how the three strips campaign may be adopted in the UK. To consider the approach that should be adopted, the way in which Adidas has failed to communicate effectively in the past is outline and compared with companies such as Nike and Reebok where more effective communication has led to greater market share. The way this campaign may be used to overcome this former difficulty is then outlined with a brief marketing proposal. The bibliography cites 6 sources.
Filename: TEadidas.rtf

Marketing an Art Gallery
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This 10 page paper looks at the hypothetical opening of a new Tate Gallery. The paper considers the target market, and how that target market can be reached and satisfied. Included in the paper are consideration of the value of visitors studies as well as the application of marketing theory, brought together with the use of the 4 P’s. The bibliography cites 6 sources.
Filename: TEartgal.rtf

Marketing an Entertainment Service
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Using an extended marketing model this 7 page paper produces a marketing plan for an entertainment service selling films that can be downloaded on the internet. The paper identified the target market and the marketing message and then considers how the message can be most effectively communicated and then how customer loyalty maybe gained and retained. The bibliography cites 3 sources.
Filename: TEfilminter.rtf

Marketing an Older Product in an Evolving Market
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This 8 page paper considers a case study provided by the student. A wool company has declining sales and is considering new ways of marketing. The paper assesses proposals for direct marketing and selling and the use of the internet. The assessment considers the potential problems internally and externally, including logistical problems the attitude of current retailers and the investment needs. The bibliography cites 2 sources.
Filename: TEwoolca.wps

Marketing an Upmarket Scottish Hotel
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This 14 page paper presents a marketing plan for an independent 30 bed upmarket hotel in Inverness. The paper starts with a PEST and a SWOT analysis to consider the internal and external environment and then presents a marketing strategy to gain a fit between the hotel and the operating environment. The bibliography cites 6 sources.
Filename: TEhotmar1.rtf

Marketing Analysis / Retail Clothing Chain
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Brief analysis of the company 'Edison Brothers'- Owners of several popular retail clothing chains. Excellent reference for those studying business, retail marketing, or fashion merchandising. Approximately 3 pages worth of text, and several additional charts and figures. Bibliography lists 2 sources.
Filename: Edisbros.wps

Marketing Analysis of McDonalds
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This 10 page paper examines McDonalds, undertakes a SWOT analysis to look at the strengths weakness, opportunities and threat, considers the 4 P's of price product, placement and promotion and then looks at the general marketing strategy before making some recommendations. The paper looks at McDonalds as a whole including examples from the company's' UK marketing. The bibliography cites 10 sources.
Filename: TEMcDswot.rtf

Marketing and Budgeting for a Recycling Project
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This 12 page paper is a fictitious marketing and budget plan for a hospital which wishes to start up a medical equipment recycling project. The paper looks at the 4 P’s; product, promotions, placement and price and then looks at the budget with the starting up costs, the break even analysis and the assessment of the long term potential of the project. The bibliography cites 3 sources.
Filename: TErecycase.rtf

Marketing and Business Philosophy of Merck & Co., Inc.
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14 pages in length. Very few companies today can make the claim of being literally centuries old, but one that can is Merck & Company. Merck, along with the other of the world's large pharmaceutical manufacturers, recently have taken their promotion directly to potential patients as well as to the hospitals and physicians who are able to prescribe their use. Merck and others have begun quoting quantity prices to the largest of the country's HMOs, something that only a few years ago was never considered. The purpose here is to discover Merck's promotion and pricing policies, and the underlying reasons for those policies. Bibliography lists more than a dozen sources.
Filename: Merck.wps

Marketing and Sales Plan for a New Product
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This 6 page paper puts the student in the position of a consultant where they have been asked to develop sales and marketing plan for a new product. The paper show the use of the 4 P's model that uses product, price, placement and promotion as the foundation to develop the marketing plan. The example product is sweet pasta, but the same process could be used for any product. The bibliography cites 4 sources.
Filename: TEsweetp.rtf

Marketing and The Tobacco Wars
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This 5 page paper provides an overview of the battle fought in courts and in the media. A case study presented by a student is used, but other sources back up points made. Bibliography lists 8 sources.
Filename: SA215cig.rtf

Marketing Article Analysis
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This 3 page paper analyzes and article about marketing, and gives a reaction to it. Bibliography lists 2 sources.
Filename: HVMktArt.rtf

Marketing Article Analysis
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This 3 page paper examines a 2005 article appearing in Advertising Age. The article concerns fast food marketing and product development with a focus on Subway. No additional sources cited.
Filename: SA523mkt.rtf

Marketing at Adidas
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This 11 page paper looks at Adidas marketing, examining the approach that is adopting to marketing with reference to marketing theory and relevant campaigns. The paper goes on to assess how the marketing is aligned with the organizational strategy and structure. The bibliography cites 15 sources.
Filename: TEmarkadidas.rtf

Marketing at America Online
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A 10 page paper discussing AOL's current situation, background, marketing mix, international operations and future maintenance of its competitive advantage. Additional discussion centers on an analysis of AOL's industry, including discussion of AOL's competition and the macroenvironment in which it operates. AOL is the leader in its industry and is active in shaping the evolving environment of the Internet. While some speculate that AOL's motivation in buying Time Warner was to gain content, a more likely explanation is that AOL sought to gain access to Time Warner's cable and telephone interests as the dial-up modem moves inexorably to being a dinosaur of technology. Bibliography lists 7 sources.
Filename: KSmktgAOL.wps

Marketing at American Airlines
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A 7 page paper discussing the approaches that American Airlines is taking in marketing itself in early 2004. Long-haul carriers still have not fully recovered from the aftermath of the 9/11 attacks and the recession that followed, and American Airlines maintains some attractive offers. Most offers are attractive only to rather narrow market segments, however, and some co-branding efforts are more hype than substance, such as an alliance with Discover card that gives consumers the ability to apply for “rewards” certificates at the rate of 0.25 to 1.0 percent of non-gas purchase expenditures. American is offering more than 100 promotions at the present time, but only a few have any real value for the consumer. Bibliography lists 9 sources.
Filename: KSairMktgAm.rtf

Marketing at Compaq
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A 12 page paper discussing Compaq's marketing strategy. An adage of sales managers everywhere is 'nothing happens until someone sells something.' In reaching multi-billion-dollar size, Compaq has indeed sold 'something,' and a lot of it. The company has now turned their sales attention directly on the first-time computer buyer who would like to have a computer but has been unwilling or unable to pay the necessary price. Compaq's introduction of the $999 computer in 1997 boosted sales by 43 percent for the quarter, but other companies say that the low-end computer cannot incorporate the latest technology or be profitable Bibliography lists 13 sources.
Filename: Compaqmk.wps

Marketing At Gap & J. Crew
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A 10 page paper comparing these two bastions of conservative and casual clothing. Wishing to take advantage of the trendiness of hiphop, Gap completely abandoned its conservative—and better funded—customers in favor of product lines that could in no way be described as conservative. The result was that Gap lost customers in droves, and the new ones it attracted soon tired of the new image. J. Crew was built on mail order sales of clothes that could only be described as preppie, but its less than glamorous image has resulted in the company reaching $800 million in annual sales while still being privately held. About to make the same jump that Gap is now recovering from, J. Crew seems to have found an alternative approach. Bibliography lists 12+ sources.
Filename: Jcrew.wps

Marketing at Gap, Inc.
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A 6 page paper discussing Gap's return from an abandoned retailer to a dynamic supplier of casual clothes for both parents and that tween market so valuable to the company. It has made its physical locations and online store complementary rather than pit them against each other as have so many other retailers. The company strives to retain the customers it has while aggressively seeking to attract new ones. Bibliography lists 6 sources.
Filename: KSmktGap.wps

Marketing at Geico Direct
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A 5 page overview of the marketing strategies employed by Geico Direct. Emphasizes the careful selection of a customer base which is made possible through innovations in information systems. Points out that regardless of the cleverness of any particular ad, that ad will go nowhere without the infrastructure in place to support it. Geico Direct’s superstructure is its carefully selected employees and the tools which those employees have at their disposal. No sources are listed.
Filename: PPgeicoM.wps

Marketing at Kenneth Cole
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This 5 page paper examines the marketing of Kenneth Cole. Looking at the controversial advertisements which include the use of social issues as well as humour, the style of marketing and branding is considered and used to study the integration between the marketing of the bricks and mortar stores and the internet store. The bibliography cites 4 sources.
Filename: TEkennethc.rtf

Marketing at Levi Strauss
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This 7 page paper looks at the company Levi Strauss, briefly considering the background the paper considers the successful and less successful marking of the company and how this has changed. The target market are considered and the 4 P's are also included in the discussion on the company. The bibliography cites 4 sources.
Filename: TElevi02.wps

Marketing at Levi's
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This 4 page paper considers a plan by Levi Strauss to enter the mass market as well as maintaining a position in the premium market. The paper argues that maintaining two different market positions is unlikely to be successful. The paper then considers how the company may use data mining to obtain information before making the decision to enter this market. The bibliography cites 3 sources.
Filename: TElevimass.rtf

Marketing at Two Companies
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A 4 page paper exploring customer retention. Rich Cruises and a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking their customers what they truly want, and both should be building cross-marketing alliances with organizations outside their industries. Bibliography lists 4 sources.
Filename: KSmktgCruiseCars.rtf

Marketing at Wal-Mart
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A 16 page paper discussing some of the many ways retailing giant Wal-Mart approaches marketing. Company policy is that the customer is number one, and every employee is urged to engage in creativity and risk-taking to further enhance service to customers along with product volume. The gross strategy has been successful: annual sales have increased from $25 billion in 1990 to $118 billion by the end of 1998; the company's ultimate goal for now is that of reaching the $200 billion mark. The paper includes information on the company's situation, goals, strategies and policies. A short SWOT analysis is followed by sections discussing alternatives, recommendations and implementations, evaluation and control. Bibliography lists 18 sources.
Filename: KSWalMart.doc

Marketing at Zappos.com
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A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
Filename: KSmktgZap.rtf

Marketing Audit -Siemens AG
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A 12 page paper that offers a marketing audit of Siemens AG. Sections include: Environmental Aspects, comprised of economics, market and technology and Marketing, comprised of objectives, strategies, tactics, the 4P's, and organization. The essay begins with an executive summary. Bibliography lists 17 sources.
Filename: PGsiemn.rtf

Marketing Audit / The Phillip Morris Company
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A complete 12 page marketing audit of the Phillip Morris Company in which the writer examines the company's overwhelming advantage in the tobacco industry, marketing environment, legal considerations, pricing strategy, organization, and more. Bibliography lists 4 sources.
Filename: Philmorr.wps

Marketing Audit / Volkswagen
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In this 15 page analysis, the writer details the company's (Volkswagen) task environment, sales figures, goals to increase market share, strategic production, customer-satisfaction efforts, R & D, and more. Conclusive recommendations are presented based upon the available research. Bibliography lists 8 sources.
Filename: Mktaudit.wps

Marketing Audit at United Airlines
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United Air Lines has thousands of miserable employees and is the owner of the record as serving the least-satisfied of all airline passengers. Its stock price has declined throughout the explosive growth of the stock market, and management effectiveness is weak. Revenues have increased in response to increased air travel in recent years. If the economy does decline as it is indicating it might, then United Air Lines could greatly suffer if management does not begin to act immediately. Included in this 20-page paper are indicators of the company's financial performance and the extent to which customers are dissatisfied with the company. The paper urges management first to address the issue of employee morale, and then turn its attention to its customers for the purpose of preserving those remaining and winning back those who have left. Several charts and tables. Bibliography lists 18 sources.
Filename: KS-UALmktg.wps

Marketing Audit for an SME
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This 13 page paper is a marketing audit on a medium sized business, using both a SWOT and a PEST analysis as well as considering issues such as the target market, segments and marketing mix. The company uses is Zumo, a fresh fruit juice and Smoothie bar. The bibliography cites 8 sources.
Filename: TESMEzumo.rtf

Marketing Audit of Target
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This 20 page paper examines the well known US retailer Target, who also owns the Super Target stores as well as Mervyns and Marshall Fields. The paper undertakes an environmental analysis, looking at the use of technology, the customers, the competitors such as Wal-Mart and the different approaches to the market. The paper then looks at the marketing of Target using the 4 P’s. The bibliography cites 15 sources.
Filename: TEtrgtaudit.rtf

Marketing Audit Schering-Plough
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A 17 page paper. The purpose of this report it to present a marketing audit of Schering-Plough. The report describes the business sectors in the company, including statistical data regarding sales and major events such as mergers. The report includes external and internal evaluations and discusses what external factors have an impact on the company's business. A PEST analysis is the tool used for the external analysis and a SWOT analysis is the basis for an internal analysis. The analyses reveal that the company needs to address certain patterns of behavior. The report also includes discussion of the marketing mix using the 4P's format. The paper ends with recommendations for the company. Bibliography lists 17 sources.
Filename: PGscplmd.rtf

Marketing Bahrain’s Fakhrawi Bookshop, Revised
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A 53 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist in Bahrain and provides an account of a survey of the company’s customers. Additionally, the paper the company’s external environment, including the political and technological environment in which the business operates as well as the government’s current efforts to promote tourism and the Bahrainisation of Bahrain business. Additional chapters discuss corporate social responsibility (CSR); the marketing mix; and applies marketing theory to operation of the company. Another chapter provides the results of a customer survey and identifies several alternatives for the business; and the final chapter summarizes the effort and makes recommendations for Fakhrawi Bookshop for the future. Includes 3 tables and an appendix containing the survey questionnaire. The Harvard style bibliography lists 44 sources.
Filename: KSmktgBkBahrain2.rtf

Marketing Bollards
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This 8 page paper looks at a case study of a company, with a limited budget, that want to market a new type of polyurethane bollard. The paper identifies the target market and the market sector and then develops a marketing plan using to communicate the benefits of the product and increase brand awareness in a cost effective manner. The bibliography cites 3 sources.
Filename: TEbollards.rtf

Marketing Case Study Analysis
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This 5 page paper examines a case study submitted by a student regarding a company that makes lawn products. A SWOT analysis is included. Marketing mix is discussed. Bibliography lists 3 sources.
Filename: SA435mix.rtf

Marketing Case Study For A Chemical Company
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This 11 page paper provides an analysis of a case study provided by a student. The case is outlined and various scenarios are evaluated. A marketing plan is recommended. Bibliography lists 4 sources.
Filename: SA201mkt.rtf

Marketing Case Study: Bonsize Plant Hormone
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5 pages. This is a marketing case study for the introduction of a new plant product. Bonsize Plant Hormone makes virtually any plant into a miniature Bonsai style plant. For instance, used on young rose bushes they will over time become smaller and more compact without losing their health and vigor. They will eventually wind up being approximately 8 to 12 inches tall fully mature, with fully formed flowers and leaves just like a regular size rosebush. This paper will show how a product such as this would be marketed to the public.
Filename: JAplant2.rtf

Marketing Case Study: Comparison between Wawa and Sheetz retail gasoline chain stores
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This 5 page paper compares and contrasts these retail stores in the Northeast. Additionally, other competitive forces are discussed. Recommendations are made. Bibliography lists 6 sources.
Filename: SA212gas.rtf

Marketing Case Study: Environmental Sensitive Growth Fund
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This 7 page paper provides an analysis of market segments in creating a plan to sell a particular growth fund. Various concepts concerning segmentation are explored and a comprehensive plan is proposed. Drawbacks of the proposal are also mentioned. Bibliography lists 3 sources.
Filename: SA131ESG.rtf

Marketing Case Study: Riley's
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This 5 page paper derives the case study from information submitted by a student. The case involves Riley's appliance store and a marketing plan designed by Trone Advertising. No bibliography.
Filename: SA246R.rtf

Marketing Case Study; Beauty Products (Singapore) Ltd and the S&S Skincare Range
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This 20 page paper is based on a case study supplied by the student. Using marketing and related theories the writer examines the position and source of the difficulties of S&S skincare products and critiques the existing marketing approach. Issues discussed include the segmentation of the market, identification of the target, positioning, influencing the purchase process as well as differentiation and branding. The bibliography cites 10 sources.
Filename: TESSskin.rtf

Marketing Case: Autobytel
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6 pages in length. Autobytel.com is in the unique industry position of being one of the first to innovate selling automobiles over the internet. Within the last few years, however, the industry has seen more and more competition enter the market with the same type strategy. Autobytel is in the position at this point of having to come up with a new marketing strategy in order to keep them at the forefront of the competition. This paper will address this issue and how Autobytel might address this marketing concern. Bibliography lists 7 sources.
Filename: JGAeccar.wps

Marketing Changes for KFC
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This 3 page paper reviews an article about Kentucky Fried Chicken that appears in a 2005 issue of Advertising Age. KFC's strategies are explored. No additional sources cited.
Filename: SA519KFC.rtf

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