Business Essays

I. Introduction 1. Consumer behavior Consumer behavior is defined as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It …

I have chosen Hooker Furniture Corporation based in Martinsville, USA, to prepare a case study when entering China. Founded in 1924, Hooker is an independent company now in its third generation of family- led management, and the company still applies the common-sense ideals of a small family furniture business to …

In this second proposal for outcome two, I will produce a qualitative research proposal using information gathered from the non-profit organisation ” Action on Smoking and Health” (ASH) which is a campaigning public health charity working for a comprehensive societal response to tobacco aimed at achieving a sharp reduction and …

This paper discuss how Amazon.com, as a pure dot-com firm compete through the design of its marketing programs and customer interface. The discussion starts off with formulating the marketing strategy and target market, with the help of in-depth analysis of the challenges, in terms of advantages and disadvantages, which the …

Question 1: Many companies are now embracing target marketing to compete more effectively in the market place. According to Kotler and Keller, (2006:240) “instead of scattering their marketing effort (a ‘shotgun approach’, they should focus on those consumers they have the greatest chance of satisfying (a ‘rifle’ approach). Discuss how …

Appendix B suggests findings that highlight the target audience for the trainers to be mainly within the socio-economic groups A, B, and C. This is a fairly broad range from senior managers and professionals to lower supervisory staff and technical staff. The benefit of targeting this audience is shown in …

In November 2006 David Beckham launched his first fragrance called “Instinct”, as an internationally recognised name & along side the perfume house Coty they were able to generate revenue of over �20 million. Exactly a year later along with his wife Victoria Beckham they have released their own ‘his & …

This report briefly focuses on Kindle, e-reader product of Amazon.com, one of the leading online retailers in the world. Kindle has advantages over other e-readers in many aspects and have become the most popular e-reader since its launch at 2007. However, facing with competition of Sony e-reader and Apple iPad, …

The strategic pathway is a way of simplifying the market strategy issue to provide a basis for practical decision-making, (Piercy, 2002) which is shown diagrammatically below. In order to answer the question, we have devised our interpretation of Avis’ strategic pathway. a) Identify the key elements of Avis’ strategic pathway …

Family-owned Yeo Valley has been producing yoghurt for many years, mainly for other companies. But 10 years ago, a group of four dairy farmers approached the firm offering organic milk. It decided to expand its range and the new lines proved so successful, a separate company was established in 1996 …