Posts Tagged ‘ marketing strategy ’

Media frenzy affects major African businesses―safari tourism

November 5, 2014
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Media frenzy affects major African businesses―safari tourism

Like many safari companies with tours in Eastern Africa, Overseas Adventure Travel (OAT) found that the Ebola outbreak in Western Africa presents a difficult climate for selling safari tours.  The Boston-based company that was started in 1958 by the founder of AARP, Ethel Andrus, looked for ways to ease traveler’s concerns.  As most tour operators…

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Africa―a PESTEL review

November 5, 2014
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Africa―a PESTEL review

Environmental scanning tools, such as the PESTEL, are the basis for understand the relevant external macro-economic factors that constrain company strategic choices.  When looking at the marketing decision in terms of geographic alternatives, understanding local customs and business is essential.  In August of this year, President Obama brought together in Washington, DC, the leaders of…

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Powerful viral messages–The world metro map

October 8, 2014
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Powerful viral messages–The world metro map

This superimposed metro map on the world map started out in 2002 as a promotional item for a cartographer’s book of world maps.  It quickly went viral and today can be found imprinted across a wide variety of objects.  Though not the original intent of the book author, Mark Ovenden, the viral phenomenon contributed significantly…

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November classroom―looking forward

November 1, 2013
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November classroom―looking forward

Any of the completed work from these activities can be converted to face-to-face discussion.   Try adapting the content to your specific course format. Using your classroom teams in their online Wiki sites, have students conduct the following studies: Evaluate the Boeing pipeline from the perspective of one important supplier.  Does the supplier provide after-market products…

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Global awareness leads to local innovation in retail marketing

August 1, 2012
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Global awareness leads to local innovation in retail marketing

James Yu-Shan Liu is the Chief of the Secretariat Office and faculty member in the School of Business’s Department of International Trade at the Ta Hwa Institute of Technology in Taiwan.  This case study of the Far-Eastern Department Store (FED) in Taiwan illustrates the potential positive effects of global competition on local offers.  The author…

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Hypercompetition strategy or just copycat in the sportswear market

August 1, 2012
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Hypercompetition strategy or just copycat in the sportswear market

Gap Inc., through its store brand Athleta, and Lululemon Athletica compete head on in the yoga retail sportswear marketplace.  Both companies operate storefronts in malls across the country. With over 3000 specialty stores covering its five brands, Gap Inc. competes with a variety of retail offers including clothing, accessories, and personal care products for all…

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Customer segmentation in hypercompetitive markets

August 1, 2012
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Customer segmentation in hypercompetitive markets

The authors contend that multi-dimensional market segmentation can provide significant competitive advantages in hypercompetitive markets.  Using the pharmaceutical industry to demonstrate their ideas, they suggest that customer attributes and behavior data collected by the organization can be analyzed through multi-dimensional segmentation techniques.  Both quantitative and qualitative information is collected in their model and analyzed to…

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Conference―Multiculturalism and the American Muslim Consumer Market

February 13, 2012
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Conference―Multiculturalism and the American Muslim Consumer Market

Held annually since 2009, The American Muslim Consumer Conference brings together industry experts to discuss new trends in this exploding consumer market.  A 2007 JWT (The J. Walter Thompson advertising agency) study found significant differences in purchasing decisions.  With a potential market size in excess of 6-8 million people in the US alone, companies are…

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Shifting the buyer utility map in the auto trade industry

January 26, 2012
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Shifting the buyer utility map in the auto trade industry

TrueCar claims to be an “automotive solutions provider.”  Like many of its competitors, TrueCar provides car sales data online.  With an impressive list of data providers, TrueCar charges dealers at the time the TrueCar customer lead becomes a confirmed sale.  The TrueCar-dealer contractual arrangement guarantees that dealer quotes are honored.  The seeming transparency of their…

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Extending drug pipeline returns

December 8, 2011
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Extending drug pipeline returns

  Pfizer’s long run with patent protection for Lipitor® ended on November 30 this year and the company reveals its strategy for prolonging the drug’s revenue stream.  In order to keep its loyal customer base, Pfizer is reducing its prices to meet those of its generic counterparts.  Because insurers will cover the generic price (and…

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