The "Mexx" Brand. Strategic Audit, SWOT Analysis and Brand Rejuvenation Strategy PDF Download
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Author: Karina Oborune
Publisher: GRIN Verlag
ISBN: 3668173087
Category : Business & Economics
Languages : en
Pages : 16
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Book Description
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The Hague University (Applied Sciences), course: Master in International Communication, language: English, abstract: There is a necessity to improve already strong, well-known brand image giving the world taste of something new. In order to re-increase sales, MEXX needs to define a new branding strategy/ies, so the central question “How can MEXX rebrand itself to occupy a more distinctive position in the fashion market?” will be answered in this brand rejuvenation plan. MEXX started locally in 1986 and now 25 years later operates in 66 countries over 4 continents, has 1100 own stores and 10’000 selling points (Mexx Marketing and Communication Plan, 2013). Mexx clothing embodies the essence of living the European lifestyles. Mexx is headquartered in Amsterdam, the Netherlands. European business has a direct retail offering combined with various wholesale channels and focuses on Germany, Netherlands, Belgium, France and Russia (The Gores Group, 2011). There were launched two lines of clothing in 1980, "Moustache" for men, and "Emanuelle" for women, which merged in 1986 to Mexx. In 2001, most of the company was sold for several 100 million dollars to Liz Claiborne Inc. and afterwards the Gores Group.
Author: Karina Oborune
Publisher: GRIN Verlag
ISBN: 3668173087
Category : Business & Economics
Languages : en
Pages : 16
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Book Description
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The Hague University (Applied Sciences), course: Master in International Communication, language: English, abstract: There is a necessity to improve already strong, well-known brand image giving the world taste of something new. In order to re-increase sales, MEXX needs to define a new branding strategy/ies, so the central question “How can MEXX rebrand itself to occupy a more distinctive position in the fashion market?” will be answered in this brand rejuvenation plan. MEXX started locally in 1986 and now 25 years later operates in 66 countries over 4 continents, has 1100 own stores and 10’000 selling points (Mexx Marketing and Communication Plan, 2013). Mexx clothing embodies the essence of living the European lifestyles. Mexx is headquartered in Amsterdam, the Netherlands. European business has a direct retail offering combined with various wholesale channels and focuses on Germany, Netherlands, Belgium, France and Russia (The Gores Group, 2011). There were launched two lines of clothing in 1980, "Moustache" for men, and "Emanuelle" for women, which merged in 1986 to Mexx. In 2001, most of the company was sold for several 100 million dollars to Liz Claiborne Inc. and afterwards the Gores Group.
Author: Nadine Pahl
Publisher: GRIN Verlag
ISBN: 3640303032
Category : Business & Economics
Languages : en
Pages : 93
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Book Description
Research Paper (undergraduate) from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Berlin, course: Marketing, language: English, abstract: Due to strong competition and a continuous market change, most companies engage in strategic planning today to become or stay competitive in the long run. Strategy is all-embracing. Strategy has to capture internal and external aspects, that means to comprise competencies and market opportunities. Strategy has to keep in view the own company, the customers and the competitors. The challenge is to create customer values and competitive advantages to assure benefits and growth. As a result, the starting point of every strategic decision demonstrates the recognition and the analysis of the company's current situation containing a high variety of parameters. These parameters are generally defined by the company's influence into internal and external parameters. However, the understanding of the company's situation is only defined in absolute by analysing parameters and its bilateral dependencies. Therefore, the combination of the company's internal factors and the external environmental circumstances presents the basis for the strategy development and the resulting organisational marketing goals and application of the marketing instruments. The SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities and Threats of a company. It provides information that is helpful in matching the company's resources and capabilities to the competitive environment in which it operates. The resulting SWOT matrix contrasts the results of the internal analysis (strengths and weakness) and the external analysis (opportunities and threats) to define strategic fields of action. That application of a SWOT analysis is therefore instrumental in strategy formulation and selection.
Author: Rigby
Publisher:
ISBN: 9781418914219
Category :
Languages : en
Pages : 0
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Book Description
Author: Philip Kotler
Publisher: Prentice Hall
ISBN: 9780135575628
Category : Social Science
Languages : en
Pages : 545
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Book Description
Designed to help health care professionals achieve their marketing objectives by providing them with timely tools and market analysis techniques.S.
Author: Philip Kotler
Publisher: Harvard Business Press
ISBN: 9781578516001
Category : Business & Economics
Languages : en
Pages : 216
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Book Description
The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world, customers are scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality. Marketing Moves describes the next transformational imperative for marketing-and for any organization competing in our customer-ruled, technology-driven marketplace. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers in both the marketplace and the marketspace. And it appoints marketing as the lead driver in shaping and implementing this new strategy. The means for accomplishing this lies in a radically new marketing paradigm the authors call holistic marketing -a dynamic concept derived from the electronic connectivity and interactivity among companies, customers, and collaborators. This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders. Outlining a framework for implementing holistic marketing that calls for integrating customer demand management, internal and external resource allocation, and network collaboration-the authors show how holistic marketing can enable companies to: - Identify new value opportunities for renewing their markets - Efficiently create the most promising new value offerings - Deliver products, services, and experiences that more precisely match individual customer requirements - Consistently operate at the highest level of product quality, service, and speed Thought-provoking and practical, Marketing Moves shows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world. AUTHORBIO: Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago. Dipak C. Jain is Dean of the Kellogg Graduate School of Management. Suvit Maesincee is a Professor of Marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 1118893816
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
Author: Alice Enama
Publisher: GRIN Verlag
ISBN: 3668516839
Category : Business & Economics
Languages : en
Pages : 91
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Book Description
Master's Thesis from the year 2017 in the subject Business economics - Market research, grade: 1,5, , language: English, abstract: Due to the harsh situation that exists in Africa - such as diseases, social uprising, ethnic war, serious unemployment - and with its 54 countries with different growth rates, infrastructure, trade agreement, tax regulations, different consumer patterns, culture and level of technological, it appears difficult to conduct a profitable business there. Companies wanting to survive and succeed in such challenging environment need to build their core competitive and develop their own unique development strategy. The company's strategy is vital for all companies, deciding the sustainable development of the enterprise. Based on a case study of Nestle Company in Nigeria, this paper focuses on the development strategy of the African market development strategy for the African research. First of all, on the basis of the research background and significance, the external development environment of the Company in Nigeria has been studied, through the applied management theory of strategic management, marketing, management economics, the PESTEL analysis method and the Porter’s five forces model. From the internal resources and ability of Nestle Nigeria Plc, this paper expounds the internal conditions of the company. Afterwards, the opportunities, threats, advantages and disadvantages of the company will be explored via a SWOT analysis. At the end, the factors of Nestlé’s success in Africa will be studied in depth, its key success in Nigeria explained and some strategies for the development of other companies in Africa enumerated in order to provide some guidance and valuable suggestions for those companies.
Author: Sampson Ejike Odum
Publisher: iUniverse
ISBN: 1663205043
Category : Fiction
Languages : en
Pages : 123
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Book Description
‘KUMBA AFRICA’, is a compilation of African Short Stories written as fiction by Sampson Ejike Odum, nostalgically taking our memory back several thousands of years ago in Africa, reminding us about our past heritage. It digs deep into the traditional life style of the Africans of old, their beliefs, their leadership, their courage, their culture, their wars, their defeat and their victories long before the emergence of the white man on the soil of Africa. As a talented writer of rich resource and superior creativity, armed with in-depth knowledge of different cultures and traditions in Africa, the Author throws light on the rich cultural heritage of the people of Africa when civilization was yet unknown to the people. The book reminds the readers that the Africans of old kept their pride and still enjoyed their own lives. They celebrated victories when wars were won, enjoyed their New yam festivals and villages engaged themselves in seasonal wrestling contest etc; Early morning during harmattan season, they gathered firewood and made fire inside their small huts to hit up their bodies from the chilling cold of the harmattan. That was the Africa of old we will always remember. In Africa today, the story have changed. The people now enjoy civilized cultures made possible by the influence of the white man through his scientific and technological process. Yet there are some uncivilized places in Africa whose people haven’t tested or felt the impact of civilization. These people still maintain their ancient traditions and culture. In everything, we believe that days when people paraded barefooted in Africa to the swarmp to tap palm wine and fetch firewood from there farms are almost fading away. The huts are now gradually been replaced with houses built of blocks and beautiful roofs. Thanks to modern civilization. Donkeys and camels are no longer used for carrying heavy loads for merchants. They are now been replaced by heavy trucks and lorries. African traditional methods of healing are now been substituted by hospitals. In all these, I will always love and remember Africa, the home of my birth and must respect her cultures and traditions as an AFRICAN AUTHOR.
Author: Ilhan Yuece
Publisher: GRIN Verlag
ISBN: 3656294941
Category : Business & Economics
Languages : en
Pages : 21
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Book Description
Essay from the year 2012 in the subject Business economics - Business Management, Corporate Governance, grade: Merit , Prifysgol Cymru University of Wales, course: Strategic Management, language: English, abstract: This essay deals with the SWOT Analysis of McDonald’s and the selection of the final strategy derived amongst all strategies revealed for the ‘Products’. Firstly, an overview of the McDonald’s was given and then SWOT Analysis which was made by the team and the determined strengths, weaknesses, opportunities and threats were shortly explained. After that TOWS Analysis was made for the generation of SO, TO, WO and TW strategies. All the strategies were evaluated; finally, the selected strategy for Germany and the reasons for the selection of it were explained.
Author: Robert Stolt
Publisher: GRIN Verlag
ISBN: 3640560957
Category : Business & Economics
Languages : en
Pages : 33
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Book Description
Seminar paper from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of St Andrews, course: Retailing Corporate Strategy / Corporate Strategy, language: English, abstract: "Strategy is defined as the determination of the basic long-term goals and objectives of an enterprise" (Chandler, 1990, p. 13). As the quote by Chandler suggests, strategy is concerned with the alignment of a corporation to the market in order to achieve its long-term targets. Therefore, the adoption of a strategic approach is essential for large organisations (especially retail organisations) as it is fundamental for the development of a company and consequently its success in the long run. With increasing differentiation in product portfolios, notably in the retail industry (e.g. with retailers like Marks & Spencer or Bhs both adding food to an existing non-food offer, or the grocery supermarket chains offering clothing and other merchandise categories) companies are more frequently separating their product range into several corporate divisions, which are also known as independent, market-oriented strategic business units (SBUs). In this strategy (business strategy), the strategy formulation (i.e. how the company can achieve a competitive advantage in each area of business) is carried out by the head of each business segment. The strategic alignment of each business unit is then determined by the top-level corporate strategy, where decisions are made by the upper management. Next to these two areas of strategy formation (i.e. corporate and business unit level), strategy can equally be developed from a functional viewpoint (also known as functional strategy) when making decisions as to which marketing concepts should be used or which capital equipment the company should employ to be flexible and cost-efficient for example. Within this multi-level structure of strategic decision-making there must
