The strategy used by the Frosty Inc. consist of cooperate level strategies to make strategic alliances. Frosty Inc. and Magic Bakes have established a project-based alliance which is a contractual, strategic partnership agreement to pursue a business opportunity together. When we observe and analyze ‘’The Background of Forsty Inc.’’ and ‘’The Background of Magic Bakes’’ at the industry ‘’ sections, we see that the backgrounds of these two companies are too similar while creating competitive advantage. The business generic levels used by both of these companies is the ‘’quality of products’’. It is possible to say that there are mutual objectives for these companies. Moreover, beginning from their operations and during their growth years both of these two companies had implemented similar strategies and they are achieved at creating competitive advantage through the same point: high quality of products.. As they created a competitive advantage to outcompete their rivals and increase their market share. The second crucial point after creating …show more content…
These two companies have formed a cooperation between each other, established two brand names on their products. Both of these brand have goodwill, brand equity and brand identity. As a result, these companies prefer to use the most common strategy that is co-branding. Co-branding means associating a product with more than one brand name. There are advantages of brand alliances for companies both in business and financial terms. It is possible to say that consumers have already brand associations. Smaller brands and companies that want to improve its presence and brand awareness from consumers, however by introducing a totally new brand does not help in this way. If companies use the brand names and logos that have already known by consumers, in other words inheriting the brand values, brand identity and brand equity of these existed
The characterization of the firm’s products and the brand is important for the firm to have a clear brands-product matrix. This is a graphical representation of the product and the brand of the firm. Such a matrix is very useful in assisting in marketing as it helps in the understanding of the brand lines as well as help in
When a certain point is reached regarding a company’s success, a set of different opportunities arise and partnerships may unfold. However, with every possible strategy available, risks and benefits also come into play; without discarding any of them beforehand, every option is a strong candidate until a final decision is made. In this case study we will analyze the current business strategy pertaining
Vital partnership is an attestation between no less than two relationship to team up in a specific business activity, so that each preferred standpoint from the characteristics of the other, and builds high ground. The improvement of key unions has been seen as a response to globalization and growing unsteadiness and diverse quality in the business environment. Key unions incorporate the sharing of data and ability amongst assistants and likewise the reduction of danger and costs in reaches, for instance, relationship with suppliers and the headway of new things and developments. A key association together is here and there contrasted and a joint meander, yet intrigue may incorporate contenders, and generally has a shorter future. Essential association is an immovably related thought. This article separates significance of key union, its points of interest, sorts, system of course of action, and gives two or three cases examinations of key associations together. This paper tries to join the degree and piece of publicizing limits in the confirmation of sufficiency of key organizations. A couple of proposals from an advancing viewpoint concerning the examination of association together process are point by point. On the preface of the suggestions, a framework is made for future
Strategic alliance is an agreement between two or more organizations to cooperate in a detailed business activity, so that each get benefited from the strengths of one an other, and gains competitive advantage. The formation of strategic alliances has been seen as a comeback to globalization and increasing doubt and difficulty in the business environment. Strategic alliances occupy the sharing of knowledge and expertise between partners as well as the reduction of risk and costs in areas such as relationships with suppliers and the development of new products and technologies. strategic alliance is sometimes equated with a joint venture, but an alliance may involve competitors, and generally has a shorter life span. Strategic partnership is a closely related concept. This article analyzes definition of strategic alliance, its benefits, types, process of formation, and provides a few cases studies of strategic alliances. This paper tries to synthesize the scope and role of marketing functions in the determination of effectiveness of strategic alliances. Several propositions from a marketing perspective about the analysis of alliance process are formulated. On the basis of the propositions, a framework is developed for future research
When a certain point is reached regarding a company’s success, a set of different opportunities arise and partnerships may unfold. However, with every possible strategy available, risks and benefits also come into play; without discarding any of them beforehand, every option is a strong candidate until a final decision is made. In this case study we will analyze the current business strategy pertaining to AAA and the offer from Business Center Inc.
Corporate brands can increase the company’s visibility, recognition and reputation in ways. The brands add economic value to the variety of products and services. When the brand works, it expresses the values and sources of desire that attract customers. The followed charts have fully demonstrated this point.
In order to explain how Haagen-Dazs achieved their objectives of becoming a global brand, leader of the market of premium ice cream I will now refer to the marketing plan mix (Product, Price, Place, Promotion) and explain how the relation between all this factors contributed positively for the image of the company because only with all resources pointing in the same direction it
One corporate brand strategy help companies increase their retention rate, make multi-cross selling and have loyal repeat buyers. Guests also tend to tie the brand of hotels that they stay before with a corporate brand that they are familiar with.
After analyzing Ice Fili and its respective ice cream industry, we are able to assess Porter’s five forces. Determining the threat level on a low to high scale is beneficial in our analysis of whether or not this industry is attractive to use as a future stakeholder. To begin, the threat of new entrants on an industry will help determine if that industry is easy to enter or difficult under certain criteria. Such criteria includes, switching costs, customer loyalty, and product differentiation. When switching costs are high, customer loyalty low, and products are easily substituted for one another, the threat of new entrants is relatively high.
Using a brand name, logo or packaging for years helps those companies that have been renowened with their special logo or packaging or name. For example when we talk aboout baby products our mind directly go to Jhonsons and Jhonsons. This company has mainatained this name from years and it is now become a symbol for baby products. This company use umbrella branding as well that is sell many baby products like shampoo, soaps, cream with only one nane that is Jhonsons and Jhonsons. It has many benefits such as people recognition, goodwill that has been earned could be utilized in launching another similar product in the line. In addition to differentiate one's product from duplicates the companies use same packaging a logo from years. Such as
According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.
First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.
Strategic Alliance is the collaboration of two companies who came together to implement an idea that will benefit both parties (Strategic alliance, 2009). It is crucial that both parties understand what’s really at stake in order to make their partnership successful. In this paper, the writer took the time to analyze a partnership between Subway restaurants and Coca-Cola products. In addition, we will look at the economic benefit for each company. When dealing with businesses there is a potential for ups and downs during the operations process. The author will examine this collaboration between Subway and Coca-Cola while using Porter’s Five Forces framework including a PESTEL (Political, Economic, Social, Technological, Environmental and Legal) analysis of these two companies.
A company may use dual branding when they want to increase the market share, saturating the market by filling all price and quality gaps and catering to brand switchers users who like to experiment with different brands, a dual brand strategy also may be applied when two companies want to
Branding is all about differentiation. Stephen King said; “A product is something made in a factory; a brand is something bought by a consumer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a brand is timeless.” This is the very root of why companies should brand their products. Brand equity is a massive asset to the company. It is relatively easy for a company to replicate another company’s physical assets as well as their logo and packaging etc. However it is the brand equity that cannot be replicated. This is where the competitive advantage stems from. A perfect example of this is Pepsi and coca Cola. In a blind taste test, the result indicated that the majority of Americans, in fact, favour Pepsi over Coca Cola. Coca Cola is the number 6 brand in the world and Pepsi doesn’t even reach the top 50. Coca Cola’s huge success is entirely to do with its effective branding which has lead to massive brand equity and it’s bottom line results speak for themselves.