FMCG Environment The FMCG market is particularly competitive Category Leadership Greater Profitability Higher Investment Growth The Role of Marketing in FMCG Environment The KEY decision outputs recorded are: Market definition / segmentation Category/Brand vision Category drivers of value Business goals Brand/portfolio roles Where we will compete‚ where not and why Our future intention of what we will be Where our growth will come from Our business target‚ growth‚ share or margin
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LUX 1. Introduction * Description of the product Everything about the brand – from the look and feel of the products and packaging to the subtle fragrances – is a delight to the senses. In fact‚ Lux has been making waves since 1924‚ when it launched the world’s first mass-market beauty soap at a fraction of the cost of some expensive brands. How it all started * Lux was first introduced as a toilet soap in 1925. Produced by Lever Brothers‚ it arrived in the UK in 1928‚ offering people
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案例三：沃尔玛(Wal-Mart)SWOT分析 优势Strengths. • 沃尔玛是著名的零售业品牌，它以物美价廉、货物繁多和一站式购物而闻名。 • 沃尔玛的销售额在近年内有明显增长‚并且在全球化的范围内进行扩张.(例如‚它收购了英国的零售商ASDA) • 沃尔玛的一个核心竞争力是由先进的信息技术所支持的国际化物流系统.例如‚ 在该系统支持下‚每一件商品在全国范围内的每一间卖场的运输、销售、储存等物流信息都可以清晰地看到。信息技术同时也加强了沃尔玛高效的采购过程。 • 沃尔玛的一个焦点战略是人力资源的开发和管理。优秀的人才是沃尔玛在商业上成功的关键因素，为此沃尔玛投入时间和金钱对优秀员工进行培训并建立忠诚度。 劣势Weaknesses • 沃尔玛建立了世界上最大的食品零售帝国。尽管它在信息技术上拥有优势，但因为其巨大的业务拓展，这可能导致对某些领域的控制力不够强。 • 因为沃尔玛的商品涵盖了服装、食品等多个部门，它可能在适应性上比起更加专注于某一领域的竞争对手存在劣势。 • 该公司是全球化的，但是目前只开拓了少数几个国家的市场。
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P1- Describe the role internet marketing has within a modern marketing context Introduction: In this report that I am preparing for my boss Mr Adam Croft describing what is marketing and include where I have got this definition from. After I will include a definition for internet marketing and reference this and also how these benefit to customers what role they play within the modern marketing environment. Also I will introduce two contrasting businesses and describe how they are using internet
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organisation. As the reason for this I have chosen Asda as my organisation. Overview of Asda Asda is a private limited company as this business operates one of the Stakeholders of Asda Manager’s influence A manager impacts Asda by making certain that workers are well qualified so the commerce runs professionally so the commerce is positive. A manager assumes all the staffs to their jobs appropriately and make the business gainful. At Asda the manager is in charge for the best effective
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explain how customer service standards are planned‚ implemented and monitored and the impact this has on the operation of Asda. My research will come from the internet‚ magazines and books. Customer service standards of Asda Refund policies: [pic] Asda informs customers on how to cancel and conditions of cancelling. Asda informs customers on the period on returns Asda has up to 7 days under the delivery distance and 7 to 28 days after delivery products which can not be delivered unless they
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on the Asda 2 2. Different cultural impact on Asda. 3 3. Different culture within a country and impact on the Asda. 3 4. Language impact on Asda. 4 5. Hofstede’s research into cultural differences and impact on the Asda. 4 6. Cultural changes on UK and its effects on the Asda. 5 7. Population size and age distribution effect Asda. 5 8. Demographic changes and impact on the Asda. 6 9. Demographic features of UK and the impact of Asda. 6 10. Most important demographic factor that affect Asda. 7 11.
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Power of Buyers 6 4.2 Bargaining Power of Suppliers 6 4.3 Threat of Substitute Products 6 4.4 Threat of New Entrants 7 4.5 Industry Rivalry 7 5 STP Analysis: Segmentation‚ Target‚ Positioning 7 5.1 Segmentation 7 5.2 Targeting 7 5.3 Positioning 7 6 New Product Range 8 6.1 Product 8 6.2 STP Analysis of the Proposed Product 8 6.2.1 Segmentation 8 6.2.2 Target 8 6.2.3 Positioning 8 6.3 Marketing Mix Analysis of the Proposed Product 8 6.3.1 Product 8 6.3.2 Price 9 6.3.3 Promotion 9 6.3.4 Place 9 7 Conclusion
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for one of the well-known food sector business and that is ASDA. I am going to look at both the positive and the negative aspects of the distribution systems used and make recommendations for improvement with justified reasons Asda gets its products straight from the manufacturers and then sells them directly to the customers they don’t need to involve a third party in this process and they always get stock direct. They reason that ASDA are able to get the products straight from the suppliers is
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Task D1: ASDA ’s responses to changes in its business environment. ASDA Group (ASDA) owned by Wal-Mart group company‚ is a grocery and general merchandise retailer in the UK. In 2008‚ ASDA recorded a profit before tax of £520.4m‚ down slightly from £532.7m but exceeding arch rival Sainsbury ’s. ASDA ’s sales hit £18.57bn‚ up from £16.7bn‚ in ranking the chain third in the supermarket hierarchy after ASDA and Sainsbury ’s. There have been many changes in ASDA ’s business environment over the
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