Abstract
This paper proposes an in-depth marketing plan for Pizza Hut incorporating a situation analysis, marketing strategy, financials and controls. The author discusses the Pizza Hut of the past, present and future, using numerous statistical graphs and charts.

The table of contents of the plan are :
1.0 Executive summary
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics with Graph
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth with Table
2.2 SWOT Analysis
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition with Chart
2.4 Product Offering
2.5 Keys to Success
2.6 Critical Issues
2.7 Historical Results with Chart
2.8 Macro-environment
2.9 Channels
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Marketing Mix
3.6.1 Product Marketing
3.6.2 Promotion
3.6.3 Service
3.6.4 Channels of Distribution
3.7 Marketing Research
4.0 Financials
4.1 Break-even Analysis with Graph
4.2 Sales Forecast.
4.3 Expense Forecast
5.0 Controls
5.1 Implementation
5.2 Marketing Organization
5.3 Contingency Planning

From the Paper
"Through the careful planning and the commitment manpower, money, and passion, Pizza Hut will be able to achieve goals set forth in the following pages. There are analysis of who Pizza Hut was, who Pizza Hut is and what Pizza Hut would like to be for years to come. With the commitment of the workforce, to strive to continue to put out the best Pizza the industry has to offer, along with the support of the marketing department and that of Tricon Global as a mentor, Pizza Hut will be known for many many years as great place to take the family for a good wholesome time, and great food."

Tags:advertising, con, global, hut, marketing, pizza, plan, tri

Abstract
This paper explains that this case study is about the award-winning the Shangri-La Hotel, a world class deluxe Asian hotel chain, which services business and leisure travelers according to its Asian standard of hospitality. The paper specifically describes the business and the industry, identifies driving forces and success factors with the company and analyzes its business strategy. The paper presents recommendations that stress increasing employee training programs, achieving brand market leadership and emphasizing Asian cultural values.

Table of Contents:
Introduction
General Information
Historical Data
Business Description
Competition
Driving Forces in the Company
Key Success Factors
Resource Strengths and Competitive Capabilities of the Company
Valuable Organizational Assets
Valuable Physical Asset
Competitive Capabilities
Identifying Strongest and Weakest Points of Competitive Forces
Business Strategy
Strategy for Expansion to the East and West
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Target Market
Strategic Positioning
Business Model
Shangri-La Income Statement
Our Personal Recommendations for Shangri-La Hotel

From the Paper
"Shangri-La will provide an environment where employees may achieve their personal and career goals and fair labor practices as to avoid any activity that results in human right abuse.
"For the company to be able to mange its direct and indirect impacts in the environment, Shangri-La has to work effectively with its supply chain partners. The suppliers need to meet the local legal requirements relating to the environment, human rights and other regulatory work practices. Also, suppliers are expected to be part of the system to ensure that the food served is safe and of high quality."

Tags:hospitality, service excellence, swot competition positioning

Abstract
This paper presents an overview of the marketing plan employed by the Starbucks Corporation. The paper begins with an introduction to Starbucks and its aim to be the producer of great coffee and great coffee shops. Following on from this, the paper shows how this company markets itself in order to achieve these objectives.

Contents:
Organizational Mission
Organizational Objectives
Marketing Objectives
Marketing Strategy
Conclusion
References

From the Paper
"Starbucks Corporation's target markets are determined through demographic segmentation, particularly age segmentation. Starbucks consumers are generally classified into two divisions: the college students and business executives. These two large markets are the biggest consumers of Starbucks because the environment in which these consumers are placed are in a highly-dynamic environment, thereby resulting to the consumers' need for a stimulating drink that will keep the people going all day, which is what Starbucks coffee ultimately delivers."

Tags:coffee, shop, business, strategy, brand, product

Abstract
This paper explains that the management team at Aldus has to formulate strategies, which would enable the existing organizational structure at Aldus to customize PageMaker to a greater extent to the needs of both the Apple and IBM customer segments. The author points out that the strategic focus at the overall organizational level could remain unchanged; however, at the level of business units, further specialization was required. The paper then explores a strategic focus customized to functional needs based on segmentation, the stage of the product life cycle and the market mix. The paper also looks a variety of internal and external factors. The paper concludes that the selected capitalizes on the differences between consumer and organizational markets to maximize sales.

From the Paper
"The major barrier to the implementation of this strategy was the organizational structure which had so far been focusing on a single product line. Therefore, it would be a major initiative of change management if the company decided to modify this structure to suit the needs of multiple product development teams. Therefore, at the core of strategy implementation in respect of splitting the product line was the challenge of managing change. This was cultural change because the human resources had so far been focused on the development of a single product line."

Tags:specialization barriers functional segmentation, product life cycle

Abstract
This paper explains that Starbucks Corporation's target markets are determined through demographic segmentation, particularly age segmentation, and are generally classified into two divisions, college students and business executives. The author points out that the Starbucks Corporation's pricing strategy is largely based on competition. With prices ranging from a minimum of $8 and a maximum of $18, Starbucks coffees are in the average price range for the specialty coffee market. Starbucks' wide range of business activity allows it to utilize numerous channels of product distribution. The paper relates that the company adapts vertical channel integration, wherein the corporation owns and operates its own production facilities, warehouses, and retail stores.

Table of Contents
Organizational Mission
Organizational Objectives
Marketing Objectives
Marketing Strategy
Target Market
Marketing Mix
Product Strategy
Pricing Strategy
Distribution Strategy
Publicity Strategy
Advertising Strategy
Personal Selling Strategy
Sales Promotion Strategy

From the Paper
"The introduction of new products in the company is seen through the promotion of the following products: the ready-to-drink Starbucks Doubleshot, Starbucks Ice Cream, and Starbucks Coffee House Blend brand. The RTD drink Doubleshot is a new Starbucks product aimed to satisfy the needs of consumers who are always in a hurry. Thus, Doubleshot is a Starbucks product that is "[t]he ideal way to start a busy day!" Meanwhile, Starbucks Ice Cream is a product aimed mainly to college students who love the traditional Starbucks traditional coffee beverage taste ice cream form, and this product is available in six (6) flavors. Lastly, the special signature brand House Blend Coffee of Starbucks introduces a new way wherein home-based consumers will also enjoy the goodness of Starbucks coffee. This product comes in different flavors (ranging from African, Arabian, to French Roast flavors), customized to fit the coffee-lover's taste and need for new, yet, equally delicious taste of the traditional Starbucks coffee."

Tags:vertical, segmentation, pricing, products, mission

Abstract
This paper, as part of the Coca-Cola Company marketing plan, states that the marketing objectives are to sell as much product at the greatest profit margin to the largest targeted audience possible; to maintain dominant market share by constant awareness of its primary competitor, PepsiCo., and to find and develop new market segments. The paper defines the value-creation objectives for the new fruit drink focusing on the health aspects of the drink and the good and energetic tastes with campaigns geared to teenage consumers. The author includes a SWOT analysis.

Table of Contents
Market and Marketing Analysis
What Is The Product Offering?
What Are Competing Offerings?
Who Could Benefit From The Product Offering?
Why Do Customers Buy?
Why Don't Customers Buy?
How Is The Product Bought?
How Is The Product Sold?
Traditional Market Analysis
SWOT Analysis for Coca Cola Company
Strengths
Weaknesses
Opportunities
Threats
Market Audit
Financial Status the Company
Financial Status of Product Offering
Financial Status of the Industry
Integrated Marketing Analysis
Traditional (Basic) Marketing Channel
Comprehensive Marketing Channels
Integrated Buying and Selling Processes
Marketing Planning
Company Objectives
General Product Offering Objectives
Segmentation and Target Marketing Objectives and Strategies
Key Market Analysis
Profitability Analysis; Longevity Analysis
Value Creation Objectives & Strategies
Image Management Objectives and Strategies
Company/Organization
Communication Objectives and Strategies
Channel-based
Timeline of Events
Budget
Evaluation of Performance
Contingency planning

From the Paper
"The primary beneficiaries of the product offering are the shareholders of the Coca-Cola Company. Next in line are the executives of the Coca-Cola Company who are on strong incentive bonus programs pegged to increased sales. Following the executives are the bottlers throughout the world who sell the product to a multi-layered distribution network. After that, there are the grocery stores, markets, vending machine companies, and restaurants that sell the product at Value Added markups. At the bottom of this benefit, chain is the end user customer. And, it is on the act of understanding purchase motivations of this customer that the remainder of this analysis is focused."

Tags:swot, segmentation, distribution, customer, introduction

Abstract
This paper describes the marketing plan for leading Australian confectionary brand, Darrell Lea's foray into the Chinese market. The author provides a short background on Darrell Lea and explains why the company has decided to enter the Chinese market. The paper also gives a comprehensive description of Darrell Lea's entry strategy into China that includes a SWOT analysis and consumer analysis. Several methods for entry into the Chinese market such as exporting and franchising are discussed as well as market research and promotional methods. This paper includes tables.

Table of Contents:
Introduction
Situation Analysis
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Internal Analysis
The Company
Products
External Analysis
Political & Legal Environment
Economic & Financial Environment
Competitive Environment
Social & Cultural Environment
Technological Environment
Attractive Chinese Consumer Markets
Strategy Evaluation
Entry Strategy
Exporting
Franchising
Contract Manufacturing
Joint Ventures
Product Strategy
Communication Strategy
Strategy Implementation
Entry Strategy
Marketing Research
Secondary
Primary
Marketing Mix
Price
Place
Promotion
Product
Budget & Timeline
References

From the Paper
"Darrell Lea (DL) has been operating in Australia for over 80 years producing chocolate and other confectionary. It has over 1,000 outlets in Australia and over 8,000 outlets overseas retailing its products. Determine to expand; DL is looking for new growth opportunities overseas especially in the fast growing chocolate markets in Asia. One of those attractive markets is China due to its fast growing chocolate market spurred on by the extraordinary economic growth she has enjoyed in the past quarter of the century. The chocolate market in China is still determined to be in its infancy but it is predicted to grow into the largest chocolate market in the world."

Tags:chinese economy, confectionary industry, export franchise, joint venture

Abstract
This paper provides a market analysis for Gametraders Garden City, a fictional franchise store that offers retro and current video game products located in the Perth Garden City Arcade, in Australia. The paper presents a strengths, weaknesses, opportunities, threats (SWOT) analysis for the company and then analyses its market strategy and financial situation. The paper also shows the areas of the company that need to be monitored.

Table of Contents:
Executive Summary
Situation Analysis
Market Summary
Market Demographics
Market Needs
The Market And Trends
Market Growth
Swot Analysis
Strengths
Weaknesses
Opportunities
Threats
Competition And Buying Patterns
Product Offering
Keys To Success
Critical Issues
Marketing Strategy
Mission
Marketing Objectives
Financial Objectives
Target Marketing
Positioning
Marketing Mix
Marketing Research
Financials, Budgets, And Forecasts
Break-Even Analysis
Sales Forecast
Expense Forecast
Controls
Implementation Milestones
Marketing Organization
Contingency Planning

From the Paper
"GGC will position itself as being the only Australian-owned specialty gaming retail store that offers video gamers the best prices on a wide range of new and retro video gaming products. GGC can offer the gaming market the ability to sell and trade-in most video gaming products regardless of age and offer better prices compare to current competitors offering and trade-in policies. Currently competitors such as Electronic Boutique are losing touch with the hardcore gaming market and the large department stores are not responsive enough in pricing to serve value-seeking hardcore gamers on new releases. Hardcore gamers also consist of retro gamers and collectors who have grown up with gaming and when they enter a Gametraders store such as GGC it ignites their nostalgic feeling of video gaming in the past. GGC have found that releasing video game products faster and at a relatively cheaper price than competitors have grab a market share from them even casual gamers. The hardcore gaming market is currently the most profitable market although smaller market but also they are the most influential. Hardcore gamers dictate what are the games to play and are able to convince casual gamers on places to shop. Casual gamers are sometimes converted as hardcore gamers through game introductions given by hardcore gamers."

Tags:gaming, retail, marketing, competitors, trade

Abstract
This report outlines how an organisation can enter the Australian beer market with a new brand of beer, positioned as an environmentally friendly, carbon neutral alternative. Data, was gathered from 50 surveys that allowed the researchers to gain an insight into the preferences, perceptions, media habits and purchase behaviour of beer consumers in Australia. The findings illustrate that it would be profitable to enter the Australian beer market, with projections predicting that based on the current preferences of individuals within the market, the optimal product would gain significant market share.
The report includes photos, charts, diagrams and tables of explanation.

Outline:
Executive Summary
Introduction
Background
Management Decision Problem
Marketing Research Problem and Research Objectives
Management Decision Criteria
Research Design Rationale
Research Design
Survey Design
Methodology
Results
Sample Characteristics
Market Segmentation using Conjoint Analysis and Hierarchical Clustering
Cluster 1
Cluster 2
Cluster 3
Cluster 4
Limitations
Recommendations
Target Market
Marketing Strategies
Conclusion
Reference List
Appendices

From the Paper
''Beer has played an iconic role within Australian culture and lifestyle since it was first brought to our shores by Captain James Cook as a means of preserving fresh drinking water. Over the decades, beer has become very popular, making Australia the fourth largest consumer of beer per capita (Kirin, 2004).
''Today there are over 100 different brands of beer in the Australian market, with most local brands being produced and distributed by one of two market leaders, Lion Nathan and Fosters.
''Recent industry data illustrates Lion Nathan's share of the beer market has risen to 40 per cent from 38 per cent over the past five years. By comparison, Foster's share has fallen to 49.9 per cent from 55 per cent, highlighting Lion Nathan's increasing stock that has outperformed a flat Australian beer market (Greenblat, 2010). This can be illustrated by Figure 1.''

Tags:Beers, introduction, carbon neutral, lion nathan

Abstract
This paper presents a marketing plan for the Apple iPhone which defines the company's market specialisation. The paper specifically examines the company's ability to reduce costs incurred, improve operations to become more efficient and to achieve customer satisfaction and customer service excellence. It looks at reducing operational costs to extend profit margins while combining this with a product price discount to increase sales volumes. The paper provides a SWOT (strengths, weaknesses, opportunities, threats) analysis.

Table of Contents:
Executive Summary
Introduction
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Objectives
Target Market
Marketing Mix
Product Strategy
Distribution Strategy
Promotion Strategy
Price Strategy
Implementation
Control
Sales Analysis
Cost Analysis
Performance Analysis
Recommendations

From the Paper
"A very important technique for managers, it is a detailed breakdown of Apple's sales records. These must be performed at the least quarterly (or sooner) in order to properly track sales volumes. This will allow Apple's managers to stay in touch with the market. We recommend that a 'sales variance analysis' be used as this measures how much is actually being sold compared to projected targets. Micro-analysis combined with a Sales Variance Analysis, to measure sales relating to class of trade, geographic region (country, state or city), retail stores, online, etc measuring average sales per area highlighting sales strengths and weaknesses within those selected regions."

Tags:product, sales, efficiency, costs