Marketing Analysis : Icebreaker New Zealand Products Essay

Given your assessment of the competitive situation, what are the pros and cons of (a) continuing the present market targeting and positioning strategy and (b) adopting the recommendation made by Foote, Cone & Belding? (make a comparison table of pros and cons for each approach).

Strategies: What strategy or mix of strategies is the corporation following? Are they consistent with each other,

3. What criteria did you use to evaluate the potential solutions? How did these criteria tie into business strategy and project objectives? How does

Each of the following parts describes a firm that was an early mover in its market. In light of the information provided, indicate whether the firm’s position as an early mover is likely to be the basis of a sustainable competitive advantage, and explain why or why not. (2 points: 1 point each)

Discuss the strategic decisions that firms in this sector may be facing. What future strategies can firms pursue to try to secure their competitive advantage and long term survival?

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

Ice-Fili’s marketing approach and product distribution could be seen as weaknesses in the company’s primary activities. In 2001 the firm started its first TV marketing campaign years after competitor’s advertised through the media outlets. To date Ice-Fili is still very inexperienced and far lacking of marketing strategies deployed by Western competitors such as Unilever and Nestle. Not only does Ice-Fili need to market more fiercely against competitors within industry, it must also compete against other consumables such as beverages and snacks. Another weakness is the distribution that is handed over to several distribution companies. There is a much higher chance (twice as likely) to find products of its biggest competitor Nestlé than those of Ice-Fili. Another detriment is how ice cream is viewed socially. Currently ice cream is primarily an impulse purchase. If Ice-Fili can change this outlook, it would result in an enormous

This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.

Market entry strategy involves the essential requirement for a company to get into international level. The need of involving other companies whereby two companies join together is referred to as joint venture entry. They get into a similar market and make the same production with the aim of sharing risk and at the same time they share the profit according to their terms of agreement (Kretzberg, 2007). Therefore, Lincoln Electric Company has a chance to join with other company to venture in the Indian market.

Ice-Fili needs to invest in the innovative method of production and use efficient distribution system to cut costs. The company also needs to use supermarkets and wholesale companies to enhance its distribution system. The strategy will assist Ice-Fili to expand its market opportunities in Russia.

When looking to add a new product to the market, traditionally five steps occur in marketing research and lead to marketing actions. Of these five steps, step number three covers the collection of marketing data. Marketing data can be collected through either primary research or secondary research. The goal of this assignment is to describe both primary and secondary research, provide examples of each and determine how the author’s organization could benefit from each. The author will begin with a description of primary marketing research.

Marketing is an essentially about marshalling the resources of the organization so that they can meet the changing needs of the customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is “The management process which identifies, anticipates and supplies the customer requirements efficiently and profitability”.

Here is my written Market Development report. I have been appointed as the newest sales person to the New Zealand team, to help with achieving that target. I would first like to familiarise myself with the company, and with my new role as I can see Zeacom has set itself the goal to increase its sales in the New Zealand market in the coming financial year by 10 %. This will open up new opportunities to further increase sales by previous years within the current market they are in. By doing this we will identify wants and needs in the market place. Zeacom was established in 1994, Zeacom employ over180 people dedicated to developing and supporting our products. Zeacom is based overseas including United States, United Kingdom, Australia and New Zealand. Zeacom is an Enghouse Systems (TSX:ESL) company, and belongs to the Enghouse Interactive family of Interaction Management solutions (Interactive, 2014). Zeacom covers three specialized areas – multi-channel contact center, business process automation and plugins for unified communications. The user-friendliness products ensures that people can quickly master the features and functionality they need for better performance (Interactive, 2014). Zeacoms solutions are used by more than 4,000 customers in over 30 countries. In total, around 300,000 people use Zeacoms technology every day to bring their customers closer (Interactive, 2014). Zeacom has World-class partners. Zeacom partners with Microsoft, Cisco,

Joint ventures have further benefits. Joint ventures are based on sharing individual ability and resources for the purpose of achieving a mutually beneficial objective. Sony gains access to Ericsson’s market share and their network of infrastructure and handset technology. Ericsson can acquire Sony's experience on consumer electronics, fashionable designs and production processes. Hence, the joint venture overcomes Sony's low market share and strengthens Ericsson's ability of research and product development. Thus joint ventures resolve the opportunism issue with OEM, licensing and franchising.

1. Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its products?