International Brand Architecture Brands play a critical role in establishing afirm ’svisibility andABSTRACT position in international markets. Building a coherent international brand architecture is a key component of thefirm ’soverall international marketing strategy‚ because it provides a structure to leverage strong brands into other markets‚ assimilate acquired brands‚ and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and
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dy Managerial Economics Coke vs. Pepsi: An Economic Analysis Rebecca Simmons Managerial Economics Dr Sol Drescher December 4‚ 2012 Executive Summary In this case study we will do an economic analysis of two major competitors; Coke® and Pepsi®. We will look at the history of these to competitive giants and discuss how they have evolved over the years to become rivals in the 21st Century. In this case study we
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Easy Raw Veggie Penne pasta 1 Cup Cottage cheese (low fat or fat free) .75 Cup Tomatoes (raw‚ diced) .75 Cup Broccoli (raw‚ cut into bite size pieces) .5 Cup Mushrooms (raw‚ sliced) .5 Cup Peppers (raw‚ sliced) Mini Quiche Cups 4 Cups of Spinach 12 Eggs Stir Fry and Spaghetti Squash 2 Cups mushrooms‚ sliced 1 Large bunch of broccoli‚ cut into bite size pieces (roughly 3 cups) 1 Cup corn 3 Cups fresh spinach Chicken Fajita Lime Juice Lemon Juice Yellow and Red Bell pepper 1
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Discussion Questions 1. Why did Aselsan need to make the huge investment in an ERP system? Why was its old system insufficient? Aselsan’s information systems were not originally designed to support project management activities. The company needed an ERP that could provide integrated views of finance and budgeting‚ supply planning and scheduling‚ and coordinate production centered on specific projects. “The information needed for effective project management is getting more and more
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For our second lab in Sports nutrition‚ we made pizza! For this‚ we only used one recipe for making the crust‚ which the only thing we needed to add was water and some oil. I really enjoy making homemade pizza sauce and homemade crust at home. The first thing we had to do was figure out our toppings. I suggested banana peppers‚ no one in my group had ever tried them before so they weren’t sure. Mrs. Conway got the ingredients we requested so the next day we made up our pizza crust which consisted
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was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay‚ Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands‚ the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001—which added the Gatorade brand to its portfolio. As of January 2012‚ 22 of PepsiCo’s product lines generated retail sales of more than $1 billion each‚ and the company’s products were distributed across more than
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Brand Equity A brand represents 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.” Without a recognizable brand‚ a product is but a mere commodity. It’s more than just a name‚ term‚ symbol‚ etc. – a brand is everything that one company’s particular offering stands for in comparison to other brands in a cate-gory of competitive products. As the value
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Artemis Image Case Analysis Artemis Image is a company with good business ideas and meet huge potential market needs. The problems of the company are caused by finance scarcity‚ the lack of website technology support‚ human resources and the lack of marketing advertises. Christine has to think about to go or not to go with the Artemis Image business. She can choose to give up the company and go back to work for AGT or other companies. She was enthusiastic and confident in her business idea. According
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original formula. While licensing agreements also aimed to specify how the Heineken brand should be marketed‚ Heineken could not influence how a licensee marketed its own brands. At the end of 1993‚ Heineken‚ being the market leader in Netherlands‚ was viewed as a mainstream brand. Outside the Netherlands‚ however‚ Heineken had consistently been marketed as a premium brand. Sales volume was declining and the brand image needed some revitalization. In January 1994‚ senior managers at Heineken headquarters
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Brand Extensions Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company‚ but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product‚ it has the following 3 choices on branding: 1. Developing a new brand for the
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