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Marketing

Introduction

A marketing plan shows the marketing efforts of an organization. It represents the company’s marketing strategy for a certain period. It should be made including the employees so that they can feel confident about attaining the company’s objectives.    The marketing plan mostly includes a well-defined description of the company’s competitors, the demand for the services and products of the organization and also the strengths and weaknesses of the company.

A marketing plan’s purpose is to show the management of a business the business current market position. The marketing plans made have a life of one to five years.  This is because there are changes that are expected within the years, with the way technology is advancing markets are expected to evolve. The employees may leave and customers may be lost while others are gained. It shows what will be done so that the organization can attain its objectives. The business plan is more confused as a marketing plan but it is not the same thing because the business plan represents what the organization is about and its goals. The location of the company, staff, financing strategies and also the vision are included in the business plan. This means that the business plan is the constitution of the business, it then leads to the development of a marketing plan.

The Four Seasons Hotels in Europe has adapted the marketing strategy of using social media. The social media is where almost everyone resides, everybody is exposed to the social media and hence information is well spread. The company uses the social media to engage in conversations with their customers, tell them about new products, thank them for using their services and also advertise their current services. The company has ensured that all their consumers get their brand online, they have websites about them where customers can read their magazines and they have a manager who works on the website.

The Four Seasons Hotels since 1998 it has been named as one of the best top 100 company to work for. In the year 2012 the company’s revenue was 5.6 billion euros and its operating income was 526 million euros and by the end of the financial year its profit was 80million euros. The company properties include 3,500 hotels which are in five continents. It also runs properties for real estate owners which earn them three per cent of the gross income and also 5 per cent of the profits from running the properties. The Four Seasons Hotels has sophisticated venues whereby people meet for business meetings; there are also luxurious receptions that are intended for parties holding a capacity of about 600 people. There are also gardens that are attractive especially because they can be viewed from the rooms.

Global trends shape the world and help to focus on the challenges that may be experienced in the future. Global economies are interconnected and hence leading to companies working with the government. There are six long term developments when it comes to global trends that can be used to shape the world. These are demographic shifts; this is the increase in population of the youth, urbanization and also the growing middle class. This leads to reshaping both the world and the society. The other long term development is the increase in technology innovation which leads to a smart mobile world. There is also the government which leads to enhancing the ties with the private sectors. There are also the emerging markets that lead to increased global power. There is also the global banking and lastly cleantech which is a competitive advantage. These trends are the same in the world.

The Four Seasons Hotels plans to continue adding to its portfolio more hotels and resorts. Its plan in the next five years is to expand in other countries w.............

Marketing

Assignment 1

According to the case You are Pre-Approved! (2011) college students spend a lot of money and the Credit Card Marketers know this too well. These marketers have taken advantage of this situation and have developed an advertisement strategy that specifically targets these students. College and university students should not be left in the hands of these marketers because they take advantage of their vulnerabilities and afterwards, the students are left with huge debts that they are unable to pay. For this reason, it is unethical to target to let credit card marketers on campus.

Since most college students are big spenders, the use of a credit card would lead to an expensive spending habit. This will result in huge debts that have very serious implications. According to reports, recent suicides by college and university students have been linked to huge credit card debts. Most students try to take more than one job so as to pay the debts, but at times, the debts overwhelm them pushing them to suicide. Late payment of credit card debts or the accumulation of huge amounts of debts can reflect on a student’s debt record reducing their chances of getting employed or to access higher education (Roy, 2011)..

College students are a vulnerable group and should be excluded from accessing credit cards. This is because most of them are not wise enough to make wise decisions concerning their spending patterns. Accumulation of huge credit card debts has serious implications and wherever possible, these students should be selectively excluded from credit card marketers on campus.

Assignment 2

Competitive pressures and changing of customer preferences force many marketers to consider position of their brand. However, huge investments on the company’s brand often lead to failure to produce any noticeable impro.............

Marketing

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Introduction
Advertisers have been exposed to various techniques of advertising especially with the up surge of interest brought about by cultural and technological changes which include the online networking social advancement. E-advertising has gained popularity in the world today such that a traditional method of advertising like use of newspapers has been used on a minimal basis. Online advertising is the best media to use when advertising your products especially since many of the people use the internet today (Etzel et. al., 1997, pp. 55).

Product
Offered products to the market with an intention of acquiring, using or consuming a need in this report are the sneaker shoes (Nike, adidas among others). These products need no further description since they are known globally for their quality in performance. Nike sneakers are sporty shoes used by most runners in the world during their competitions. Nike Company has been able to come up with different types of sporty wear that meet the desires of the customers by coming up with a solution that best solves the problems brought about by competitors who want to ruin the name of the company. Nike has been able to reach a large group of audience through all advertising techniques including the use of billboards. The actual Nike product has five characteristics which include: level of quality, features, design, brand name, and packaging. Sneaker Companies also have core product which aim at solving the problems searched by different customers when buying a specific kind of product. Nike gives consumers additional benefits like a warranty of some months (Sutton, 1998, pp. 100-120).

Nike has been classified as a specialty product since it has unique features and the consumers have dedicated their time in purchasing the product. Nike’s product quality considers the level and consistency it has on the target market and competing companies. The features of Nike have been used as a differentiation tool from the products of other competitors. The usefulness and appearance of the product has been able to create awareness of the product from others, performance of the product has been improved, and production costs have been cut. They have been able to give the product a strong advantage from its competitors. Brand strategies for any company have four choices to make; line extension whereby they will be using the same brand name in introducing additional items like colors, size of packaging, and form on the product already in existence in the market. Brand extension is the second choice made by companies to launch a new category production thus the product will be accepted and recognized more easily and decreases the tools used in advertising. Multi-brands is where the seller develops two more types of brand in the same c.............