To see the other types of publications on this topic, follow the link: Company marketing.
Dissertations / Theses on the topic 'Company marketing'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Company marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Yershova, Anastassiya. "Marketing strategy of the company Quintessentially." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114375.
Full textAbstract:
The aim of this thesis is to analyze the business environment in Czech Republic for the concierge service industry. Moreover the central idea behind the topic is to develop the implementation strategy in the Czech market of the company Quintessentially, world leader in Luxury Concierge Service. This thesis work is a mixture of theory and practice analyses. The topic of the thesis is viral and up-to-dated because Czech Republic market has a good potential and excellent conditions for the new industry to develop and grow.
2
Wachtler, Kamilla Dóra. "Direct Marketing Communication at SEAL Communication Company." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73794.
Full textAbstract:
The appearance of the Internet and new, rapidly changing emerging online technologies have led to some fundamental changes in marketing -- especially direct marketing. Besides the growing popularity of the Internet, the appearance of databases and one-to-one marketing are challenging traditional marketing methods. This thesis attempts to illustrate how direct marketing techniques can be implemented in an IT company. It starts with an overview of the concepts of direct marketing and its techniques and then provides a brief synopsis of its past as well as possible future trends. The differences between B2B and B2C marketing communications are discussed as is the role of direct marketing in the information technology (IT industry). The last section presents a case study -- concluded with the cooperation of SEAL Communication and Oracle -- which demonstrates how an IT company can effectively use direct marketing in order to achieve its goals and build long-lasting and fruitful customer relationships. For the successful execution of the direct marketing campaign, both Internet based tools and traditional methods were applied, in order to show that both of these technologies can be used together when targeting different groups with different needs.
3
Langášová, Markéta. "Online marketing communication of leadership development company." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264355.
Full textAbstract:
The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.
4
Collazo, Patricia, Anita Radu, and Berglund Mikaela. "Sustainable Marketing : Challenges faced when implementing sustainable marketing strategies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97836.
Full textAbstract:
Purpose: There is an increasing interest in sustainability, literature testifies that more and more customers are requesting sustainable products. This increasing request impacts companies that are therefore forced not only to provide sustainable alternatives but also turn their business into a more sustainable one. Due to the relatively newness of this topic there is a need to investigate how sustainable marketing strategies impact companies in the business-to-business sector. This paper is a single case study that presents how an international business-to business company is implementing sustainable marketing strategies, in their process to build a circular economy company. This research aims to describe how sustainable marketing strategies affect the implementation process of a B2B company who is moving towards a circular economy business model. Design/methodology/approach: The study has been conducted using a single case study, employing an abductive approach. Semi-structured interviews, observations, documentation and field notes were collected in a large B2B company in Sweden. Findings: The following challenges have been found to affect the implementation process of sustainable marketing strategies: terminology, communication channels, price strategy, culture, greenwashing, lack of performance measurement, lack of managerial involvement, lack of rewarding system, long decision process, poor use of cross-functional teams, lack of a clear plan, marketing strategies, proactive vs reactive. Originality/value: Since sustainability has been studied mainly in the business-to-consumer sector, this paper contributes to the existing literature because it provides an overview on how an international business-to-business company implements sustainable marketing strategies. Furthermore, the study also brings up the challenges that obstacles the implementation, giving useful insights to companies that would like to approach sustainability more or are in the process of implementing sustainability. Additionally, this paper highlights the importance of involving management and employees around the world and creating a single coherent understanding of sustainability in order to reflect such cohesiveness also in the marketing strategy. Paper type: Single case study.
5
Awan, Anam ul Haq, and Shahzad Ali. "Regionalization and Marketing Mix Strategies of a company." Thesis, Halmstad University, School of Teacher Education (LUT), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-738.
Full textAbstract:
<p>Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.</p><p>The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.</p>
6
Morsy, Nermin. "Internal marketing : a HRM-marketing nexus - the case of a global travel company." Thesis, University of Strathclyde, 2011. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=17061.
Full textAbstract:
There is widely acknowledged interest and recognition of the importance of internal marketing as a management approach that provides a systematic framework for managing employees towards a market orientation by aligning external marketing objectives with the internal capabilities of the organization. It is reasonable to expect that the concept has a clear meaning and a related body of empirical findings. However, marketing scholars have not agreed upon a single, common definition of internal marketing. The extant literature on internal marketing contains a variety of interpretations in relation to the domain of internal marketing, its aims and its focus. Therefore, much of the knowledge available is mainly derived from normative work as the proportion of empirical studies remains limited. Internal marketing practice remains limited, probably because of the lack of a proper underlying philosophy as well as the mixed evidence relating to implementation. This study proposes a conceptual framework which seeks to define the domain of the internal marketing concept, together with its’ antecedents and consequences. The subject of internal marketing is investigated within the context of tourism as a unique service industry in which there is a high level; of contact between customers and employees and where internal programmes aimed at employees have value to complement external programmes targeted at customers. A qualitative case study of one of the leading travel firms in UK from an employment perspective is used to shed light on the unique culture that underlies internal marketing practices, how internal marketing is practiced in reality, the way in which it affects both internal and external aspects of the organisation The findings highlight the importance of organisational culture and the manner in which culture underpins effective internal marketing within a business context. Internal marketing practices are shown to be vital in building and sustaining a people- and service-orientated culture throughout the organisation. The organisational managerial approach appears to have considerable consequences for an internal marketing programme as well as for the employees’ performance which, in turn, will affect customer satisfaction.
7
Fistein, Benjamin. "Designing a Communication Strategy for a Start- Up Company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-194093.
Full textAbstract:
This thesis outlines the fundamental theory of setting up a marketing communication strategy in a B2B start-up environment. The objective is to design a communication strategy for a start-up company from scratch, providing a detailed outline of the steps required and considerations to be included, based on the literature from the theoretical part. This thesis serves as a practical guide for the creation of a successful communication strategy in a B2B start-up - a topic which has not been covered sufficiently by academic literature to date. In order to design the promotional strategy, existing literature has been used to set up the theoretical groundwork, industry benchmarking and primary research has been conducted, and secondary research has been performed. As a result, recommendations have been formed, which will be implemented in practice. The implications of this thesis' output will therefore be that the suggestions can be evaluated in retrospect.
8
Liyawarakhun, Vorapoj. "The online marketing plan for Indra Jewelry Company, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2937.
Full textAbstract:
The purpose of this project is to apply marketing tactics in the form of website and online services. The goal of this plan is to improve company image and customer service and relationships, Moreover, website and online service can also increase the sales and profits of the company and expand its market.
9
Maliti, Mbulelo Bruce. "Assessing a marketing strategy for an engineering consulting company." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1489.
Full textAbstract:
The engineering consulting industry in South Africa witnessed an overwhelming growth before the 2010 Fifa World Cup. The country had a lot of infrastructural development that needed the services of consulting engineers. A lot of people saw the challenge as a business opportunity and started their own consulting engineering companies. The demand for consulting engineering services was high before the 2010 Fifa World Cup; this changed after the completion of projects that were due for the world cup and some had to close or retrench staff due to scarcity of projects. The completion of 2010 Fifa World Cup projects is not the only challenge faced by the engineering consulting sector; government policies such tendering and procurement procedures that do not acknowledge performance, lack of funding etc. It is therefore important that companies look for better ways of gaining competitiveness in order to get more projects. These companies must not only rely on government projects but do marketing on the private sector as well. The purpose of the research is to assess and develop a marketing strategy for Company X Consulting engineers. A literature study on most successful marketing strategies employed by other service oriented companies was conducted. The literature study also comprised of the perception of marketing amongst consulting engineering companies. From the literature study mentioned above; questionnaires were drawn towards the development of a marketing strategy for Company X consulting engineers. The findings of the questionnaires were analysed and recommendation were made for the development of a marketing strategy for Company X.
10
Nikkanen, J. M. (Jenni-Maria). "Game theory supporting commercialization process of a start-up company." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062481.
Full textAbstract:
The aim of the thesis is to study the commercialization process of a start-up company and how game theory can support the decision making during the process. The purpose was to offer new insights to commercialization since the approaches of game theory have not examined in this context even the commercialization process is complex and needs strategic decision making. The reason for choosing this topic in the point of view of start-ups is that start-ups are in major role when creating innovations, but they often have lack of resources to bring the innovations to the market.
The research follows qualitative approach and the base of the research findings is from the interview. The interview was doing by using semi-structured interview questions. The entrepreneur was selected to interview because being involve with commercialization process of high technology product. The interview was doing in Finnish and recorded entirely. The transcribing was doing in Finnish and then translating in English by those parts which are used in the research findings.
Theoretical part of study consists two sections. The first section involves topics of start-up, innovation, commercialization process and challenges that the company might face during the process. The second section involves the approach of game theory and applications of it. After theoretical part there is describe the methodology of the study. This involve an analyze of the qualitative study, benefits of it. Methodology section presents the interpretations about validity and reliability of the study.
The research findings support the theory of commercialization process progressing. There is find few game theoretic approaches relating to different stages during the commercialization process. Most common models and approaches are negotiation situations, game matrix, cooperative games, and games of chance. The results support theory base but they are not generalizable. The purpose is to create a framework which start-up can utilize in some parts or entirely.
Conclusion chapter presents a customized framework which combines main activities find out from interview and strategic decision-making process. It also presents the importance of investors and other funding systems for start-up company. The last chapter discuss more about theoretical and managerial implications, limitations of the study and gives suggestion for the further studies.
11
Granholm, Madelene, and Sofie Windh. "Social media marketing : How does your company interact with customers?" Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15795.
Full textAbstract:
The purpose of this thesis was to gain an understanding of how the use of social media can build customer relationships and how interactions in these communication channels can be managed and optimized. A qualitative and deductive method was chosen for a deeper, more detailed and descriptive explanation of the considered topic. Three case studies have been implemented since this method was optimal to the purpose. Creating customer relationships through social media demands an understanding from a company perspective regarding how to treat customers well, encourage interactions and offer valued information. There are challenges working with social media and it is essential to consider the risks because the word-of-web can spread quickly.
12
Pattararittisak, Pharktanat, and Nicha Chienchiranai. ""Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company"." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6308.
Full textAbstract:
<p><strong>Abstract</strong></p><p><strong> </strong></p><p><strong>Date</strong>: May 21, 2009</p><p><strong> </strong></p><p><strong>Program: </strong>International Marketing</p><p> </p><p><strong>Course name:</strong> EFO705 Master Thesis</p><p> </p><p><strong>Title: </strong>Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company</p><p> </p><p><strong>Authors:</strong> Nicha Chienchiranai 851212-T107</p><p> Pharktanat Pattararittisak 820930-T251</p><p> </p><p><strong>Tutor: </strong>Daniel Tolstoy</p><p> </p><p><strong>Problem:</strong> How can Thaiearthtone exploit opportunity in foreign market by using e-marketing strategy?</p><p> </p><p><strong>Purpose:</strong> To develop an appropriate e-marketing strategy to increase satisfaction of existing customers and simultaneously attraction of new customers.</p><p> </p><p><strong>Method:</strong> This research is based on qualitative research, using exploratory research method. The theoretical framework used in the research is E-Marketing Strategy which is developed by the authors with some adaptation from E-marketing Mix Strategy. The findings were obtained from an in-dept interview as well as second hand sources including Thaiearthtone's website and others.</p><p> </p><p><strong>Conclusion: </strong>With the increased number of e-commerce firm, to be stand out of the crowd is rather difficult for small company like Thaiearthtone especially that the target market are foreigners. To successfully exploit its opportunity in overseas market, Thaiearthtone could probably take the idea from the authors' own developed E-marketing strategy into consideration, and adapt it to the current situation of the company.</p><p> </p><p><strong>Key words:</strong> E-marketing, E-marketing Strategy, E-commerce, Relationship Marketing and Site Usability</p>
13
Sommerfeld, Angela. "Contributions to relationship marketing on - satisfaction & customer-company identification." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2012. http://dx.doi.org/10.18452/16617.
Full textAbstract:
Die vier Artikel dieser Dissertation betrachten die Relevanz von Zufriedenheit und Identifikation für Kundenbeziehungen. Artikel 1 untersucht den nichtlinearen Zusammenhang von Zufriedenheit und Loyalität. Artikel 2 analysiert den Einfluss kritischer Ereignisse auf die Zufriedenheit und das Vertrauen von Kunden. Artikel 3 geht der Frage nach, ob mit einem Unternehmen identifizierte Kunden eine stärkere Bindung an das Unternehmen haben und zeigt, dass die Identifikation indirekt diverse Verhaltensweisen fördert, die mitunter nicht über eine Steigerung der Zufriedenheit erreicht werden können. Artikel 4 zeigt zudem, dass die Identifikation des Kunden mit dem Unternehmen sein Kaufverhalten begünstigt und vom Unternehmen gefördert werden kann.<br>This dissertation consists of four articles which analyze the relevance of satisfaction and customer-company identification for customer relationships. Article 1 investigates the nonlinear effects of satisfaction on loyalty. Article 2 examines the influence of critical incidents on building customer trust and satisfaction. Article 3 demonstrates that customer-company identification leads to higher commitment which in turn fosters distinct supportive behaviors towards the company that are sometimes not attainable by increasing satisfaction. Article 4 shows that customers’ purchase behavior is positively influenced by customer-company identification and demonstrates that companies can increase their customers’ level of identification.
14
Veselý, Tomáš. "Proposal for an international Marketing Strategy for a Selected Company." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-403840.
Full textAbstract:
The master’s thesis analyses a selected company operating in the tourism industry. The company has customers from more than five countries and specialises in offering hotel services in the Giant Mountains, especially for Czech, Polish and German clients. The result of this thesis is an international marketing strategy that is in line with current trends in the hotel industry. The secondary objective is to segment current and potential customers by using Google Analytics when preparing international marketing strategy.
15
Polák, Aleš. "The Application of Marketing-Driven Management Instruments within the Company Mobilkom, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-12169.
Full textAbstract:
The objective of the thesis is to introduce and evaluate marketing management tools being applied in the company Mobilkom, a.s.; presentation of the basic marketing management theoretical resources, brief characteristics of the company and analysis of the marketing mix instruments as well as suggestion of measures leading to improvement of the company situation.
16
Cemperová, Nikol. "Návrh marketingového mixu na zvýšení konkurenceschopnosti polygrafického podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224440.
Full textAbstract:
The thesis deals with the change of marketing mix components at polygraphic company. Its aim is to increase the competitiveness of the enterprise in printing industry market. The thesis is divided into three parts. The theoretical part focuses on explaining terms customer, marketing, enlarged marketing mix and basic market analysis. The analytical part compares theoretical knowledge with reality at polygraphic company. The proposal part contains factual suggestions how to improve the actual situation of polygraphic company in terms of market competitiveness. These were compiled on the basis of the analytical part.
17
Ahlstedt, Magnus. "Implementation of an IT based Marketing information system in a high tech company: MBA-thesis in marketing : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-259.
Full textAbstract:
<p>Aim: The aim of this thesis has been to try to answer the question of how an IT based marketing information system support the formation of business and product related strategies and when and how such a system should be integrated in a company</p><p>Method: Analytical meta-study of published literature condensed through a SWOT analysis and combined with a qualitative evaluation of questionnaires directed to companies with experience of developing and implementing marketing information systems.</p><p>Result & Conclusion: Company size and market volatility decides the time of implementation of a marketing information system. Implementation should be initiated top-down in order to secure full organisational inertia. The approach should be holistic and tailor-made for each specific organisation. Users should fully integrated in development and implementation.</p><p>Suggestions for future research: Supplementary work could be carried out in trying to quantify how a marketing information system affect the new product time to market and the strategic mismatch to real market development, hence the efficiency of such a system. Another question of interest is the organisational inbound resistance to change, how this resistance affect the implementation of a marketing information system and how to overcome the boundaries it poses.</p><p>Contribution of the thesis:This thesis contributes with a general framework that sustains the implementation of a marketing information system. It answers the initial questions that a manager has, standing before the possible implementation of such a tool.</p>
18
Bizub, Christopher M. "Best Marketing Practices for Building a Strong Audience-Base for Rubber City Shakespeare Company." University of Akron / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=akron1492091807857684.
Full text
19
Pang, Xiaoshuang, and Yunpeng Qu. "Marketing Innovation Implementation : A case study of a Chinese Pharmaceutical Company." Thesis, University of Gävle, Department of Industrial Development, IT and Land Management, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-7468.
Full textAbstract:
<p>Innovation is becoming more and more important in modern society. There is a lot of research on different kinds of innovation. Marketing innovation is one kind of innovation that has not been studied frequently before. One useful definition of marketing innovation is new ways which companies can market themselves to potential or existing customers (Halpern, 2010). This thesis focuses on the implementation process of marketing innovation. The research questions are: Which elements will be helpful or obstructive to the implementation process of marketing innovation? How will these positive or negative aspects affect the implementation of marketing innovation projects? How can the implementation of marketing innovation projects be improved? When implementing marketing innovation projects, compared with product innovation projects, what are the differences and similarities? The thesis is built on a literature study on marketing innovation and a case study of a marketing innovation project in the Chinese pharmaceutical company Guizhou YiBai Pharmaceutical Co.Ltd. A Chinese company is chosen because China‟s innovation practice needs improvement and theories which take China as background to guide the implementation process of innovation. The study shows some key elements for marketing innovation that are worth paying attention to when implementing marketing innovation projects. Examples of these key elements found are; paying attention to the neglected market, suitable segmentation of the market, reliable market information, public relationship, increased customer value, combination of market factors, explore different marketing channels and the use of technology in combination. Especially the use of technology can positively affect the implementation of marketing innovation. This thesis also presents some risks that may occurred in marketing innovation, like cost, uncertainty of market, information leakage, imitation and overdependence on experience. If comparing marketing innovation with product innovation there are many common points, but during the implementation process, the focus is different. A focus on the external environment seems to be more important in marketing innovation implementation. At last, this thesis concludes that the development situation of China‟s innovation practice is immature which is shown by the heavy reliance of experience and not theory in innovation projects. A reason for this is that innovation theory, which is taking the context of China in consideration, is lacking but are highly needed.</p>
20
Vilppola, K. (Katri). "Enhancing quality management in a Finnish oil refining and marketing company." Master's thesis, University of Oulu, 2014. http://urn.fi/URN:NBN:fi:oulu-201409021815.
Full textAbstract:
Quality management (QM) is considered more and more to be an essential business approach to organisational improvements. Today, quality is seen as a beneficial aspect to invest in because it has proven to for example enhance the company revenue, increase productivity, reduce cost of quality and improve business performance. Nevertheless, many companies in addition to Neste Oil are struggling with questions such as “What is the best governance and management structure for quality to maximize the impact on outcomes?”, “What measures of quality should an organisation use to drive value?”, “How should quality be supported by an organisation?” and “How can we affect the culture of quality to make it change the way we work?”. They find it often problematic at Neste Oil to choose the right approach to introduce and implement QM. Also Neste Oil wants to comprehend and control nonconformities more effectively with Neste Oil’s nonconformity management (NCM) because nonconformities can cause financial loss or affect negatively on customer relationships.
In this study, all the main aspects of QM, especially QM and NCM key elements were taken into consideration. The study is based on constructive research method. At first, in the theoretical part of the thesis QM and NCM fundamentals are studied comprehensively, such as why quality and QM are important and what QMS and NCM consists. Secondly, altogether 22 persons from various organisations were interviewed in a semi structured way and data analysis of the quality nonconformities was performed to gather an inclusive view of the current problems, requirements and challenges regarding to QM and NCM in the case company. Moreover, benchmarking visits to six companies from various industries was carried out to find out adoptable best QM practices. Finally, the theoretical findings were then combined with the empirical results to form the final proposal of key improvements that Neste Oil can utilize when creating their QM approach and roadmap. The literature offered various terms, definitions, systems, models, frameworks and approaches for QM and NCM. Therefore, it is important that the company tailors its approach and other QM aspects to fit the company’s own organisation and environment.
The results of the empirical part of the thesis indicate that even though, the factors presented in the literature are quite generic, they fit well to Neste Oil’s situation and environment. This is because; at this stage Neste Oil requires a more high level perspective to QM. Yet, this thesis takes into account that requirements, problems and challenges are often function and department specific regarding issues such as NCM, customer and supplier, cost of quality, quality roles and responsibilities, and QM goal or route. Nevertheless, Neste Oil is missing a corporate level way of managing quality. That is why, it was considered important to start by identifying the QM current status as a whole and then present the elements needed when creating a plan for a future route.
The aim of the thesis research was to provide utilizable and valuable key improvements to apply when creating a Neste Oil quality approach and roadmap to culture of continuous improvement to their corporate level. The key improvements contain three proposed improvement areas “organizing, measurement and changing the culture” that consists all the input given from theory and empirical research presented in the thesis. This research can be considered to continue in Neste Oil’s exploration of best practices to create interdependent work environment where people are ready to continuously improve. Therefore, in addition to use this study to support QM and QNCM practices, it should also be applied in various purposes to understand what Neste Oil’s current situation is regarding to managing quality.
21
Nováková, Jana. "Using CSR to increase the value of the company." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262335.
Full textAbstract:
The goal of the thesis is to find if and how active corporate social responsibility can increase the value of company together with identification of the most impactful activities in this regard. For this purpose, the thesis is structured into three parts. The first part provides overview of theoretical approaches to the company value with specific focus on Corporate Social Responsibility, sustainability and communication. In the second part, initiatives in the area of sustainability in a case company are reviewed. For this purpose, a leader and innovator in the area of CSR has been selected with variety of best practices that have been mapped. Based on the conducted research, the third part summarizes recommendations from both theory, as well as practice on those activities that should be considered by other companies for incorporation.
22
Bartes, Karel. "Marketing Strategy of a Multinational Company for Emerging Markets of CIS States." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2418.
Full textAbstract:
The saturation of Western markets, strong and predatory competition, and the end of supranational state units, all these factors have contributed to eminent interest of multinational companies in the newly created markets of the Commonwealth of Independent States. For that reason, the thesis discusses marketing theories as well as a wide range of marketing strategies and tools tailored to local specific cosmetics markets based on executed situation analysis.
23
Charoenrungsiri, Rungnapa, and Narana Charoenrungsiree. "Building a niche company in recruitment industry, a case study of Swedish company Multimind AB." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6085.
Full textAbstract:
<p>In this thesis, we aim to find out ways that Multimind’s create customer focused value and sustain the value in the recruitment industry and their customer relationship management in the niche market. Our purpose is also to study their strategy, policies and their organizational culture especially in customer focused value and relationship management in this service business. In this thesis we will study only on their strategy toward this niche market. Therefore, the scope of study will cover its business’s history on company’s objective, operation process, organization’s culture, company’s policy and strategy in market learning and innovation. We use qualitative method by conducting the interview with the informant. We use both primary and secondary data for collecting the data. In our primary data, judgment sampling method is being applied in selecting the interviewee. For Secondary data; we have searched the information from the company’s website, academic journals from university library. </p>
24
Mitchell, Lorianne D., and Dana Harrison. "The Evolution of Ford Motor Company’s Green Marketing Strategy." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/8332.
Full text
25
Oldsberg, Julia, and Sven A. Svensson. "The internationalization of a sustainable water managing company." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1113.
Full textAbstract:
<p>This essay looks at the problem with the increasing water shortages in three different economic markets. This is done through the perspective of the sustainable water managing company EcoNova, who specializes in innovative water recycling technology for use in the residential development, commercial, marine, sports, tourism, mining and defence industries. Three countries were selected on a basis developed through the empirical findings, resulting in Brazil, China and Spain, where EcoNova’s systems could be successful. The empirical findings defined a number of criteria necessary for a successful market entry; these are demand and needs, financial capability, growth, competition, and psychic distance.</p><p> </p><p>A PESTEL analysis was employed to retain accurate information regarding the above mentioned criteria. Based on this information, an entry model was formulated with a conclusion that Spain should be entered first, followed by Brazil and lastly China.</p><p>Here follows highlights from each country’s market potentials.</p><p>Spanish water and wastewater rules are adjusted to the EU standards, which should simplify any expansion within the EU. It is not as hard for a foreign company in Spain to establish their presence in regards to legislative and cultural issues. Products must be certified to meet EU environmental standards, which is the only significant barrier to foreign investment in Spain. The need for specialized technology equipment for water management is an advantage for EcoNova.</p><p>Brazil is the largest economy in South America and gives an access to other nations that are members of the free-trade agreement Mercosur. There is a non-official “buy Brazilian” policy, which means that having a partnership with a domestic company is important for foreign companies in the wastewater market. The demand for wastewater equipment is high. There are two solutions available to the income disproportion; simplifying the product to lower the price, or introducing the product to the Brazilian Social Action and Sanitation Program, who provides economic resources to wastewater projects.</p><p>China has a huge market where water supply pricing policies promote wastewater reclamation. The Chinese government is launching extensive environmental protection projects and encourage foreign investors to seek opportunities. There is also an expanding market for smaller water and wastewater facilities in rural areas. Recycled water can be used even in areas that are connected to a municipal sewage. Legislation requires certain areas to construct water reuse system and there is a demand for small, decentralized systems. Close relationships are vital.</p><p>The Uppsala model, the network approach, and the rational approach have been used to define and compare EcoNova’s internationalization process. It became clear that no internationalization model really fits to EcoNova’s needs, as focus is on other factors. The findings of this research are that a water managing company base its internationalization on firstly the market needs and financial situation, secondly growth opportunities, thirdly the market competition, and finally the psychic distance. These factors have to be matched to the company’s resources, objectives and orientation, so that the perception is aligned with the reality and subsequently achieve a successful market entry.</p>
26
Gamhed, Martin, and Karin Lönroth. "An Internal View of a Company´s Marketing and Relationships : - How to use marketing internally to strengthen relationships." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15676.
Full textAbstract:
Satisfying customers’ needs and wants has for a long time been the main focus for many companies, and through this the idea of satisfying the employees’ needs and wants first in order to achieve this has appeared. This has led to a greater focus on internal marketing and thereby the internal customer. It has also in later years been found that internal marketing can be used to build strong internal relationships. Having strong internal relationships has been discovered to be of importance as employees who work with friends work harder, and the work environment becomes more motivating when the relationships between the parties are strong. Considering, that stronger relationships between employees and management as well as between one employee and another is beneficial for the company as a whole, as there is a need to nurture and develop these internal relationships. Therefore building relationships have been proposed as an alternative approach to internal marketing and that this may be the right way to explore the area, however this needs substantial further investigation. This would mean an investigation of how internal marketing can be used for building relationships within a company. It is on this problem that we base this dissertation and choose to raise the question:“How can a company use internal marketing to strengthen the relationships within?”In order to answer this question, literature focusing on internal marketing, relationship marketing and especially what types of factors that is important for building relationships are presented. Based on this literature we have built a proposed model that was tested in order to answer the research question for this dissertation. The model includes five internal marketing tools, which are communication, education and learning, leadership, motivation and recruiting. These were tested to see if they can be used as an aid to strengthen trust and commitment in the company and thereby build stronger relationships between the members. This through analyzing the theoretical framework and the proposed model with a qualitative case study made with Mediaprovider Scandinavia AB including participant observation as well as interviews with focus on the relevant subjects. It was established that companies can use internal marketing in a number of ways in order to strengthen the relationships within. These include using communication, education and learning, leadership, motivation and recruiting as tools that can be adapted in order to achieve this goal. The proposed model was therefore found to be a way of strengthening relationships, however it is beneficial to not only measure strengthened relationships by trust and commitment, as there are other elements that are of importance.
27
Gårdlund, Martin. "A Conceptual Model of Mobile Marketing for a Multinational Consumer Goods Company." Thesis, KTH, Mikroelektronik och Informationsteknik, IMIT, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-92281.
Full textAbstract:
In the last 10 years, mobile phones have gone from being an exclusive almost unnecessary high-tech device to being an everyday item, used by billions of people around the world. The technology evolution has changed phones from a suitcase sized mobile phone imitating its stationary counterpart, to a small communication device that can perform more than twenty different tasks and is usually less than half the size of the a traditional fixed phone. With this massive adoption of mobile phones come business opportunities. One of these opportunities is to make use of its potential as a large scale marketing communication channel. Marketing via the mobile networks, presents a large target audience that can be compared to broadcast media such as television and radio, but despite this can still be a personal channel and hence compared to direct mail or one-to-one marketing. Many, both successful and failed, mobile marketing schemes have been tried, but without any definite answers and no clear action plan. Considering that much of the success of Procter & Gamble can be attributed to the company’s skill in mass marketing, there is a need within the company to research the potential advantages and disadvantages of mobile marketing. This thesis explores whether or not mobile marketing is mature enough to permanently introduce it to the marketing mix of the company.<br>Under de senaste åren har mobiltelefonen gått från att vara en exklusiv nästintill onödig lyxtillbehör till att idag vara en alldaglig sak som används av miljarder människor runt om i världen. Från att ha varit stora som portföljer och mestadels försökt imitera de stationära telefonerna, har mobiltelefonen idag blivit ett mycket liten kommunikationsverktyg som kan genomföra mer än tjugo olika uppgifter och som oftast är hälften så stor som en vanlig telefon. Med denna väldiga tillväxt av mobiltelefoni kommer också affärsmöjligheter; en av dessa möjligheter är att marknadsföra storskaligt via detta nya medium. Det mobila nätet når en stor målgrupp som närmast skulle kunna jämföras med den som televisionen eller radio når. Den stora skillnaden är att med mobiltelefonen kan man göra denna kommunikation personlig som närmast skulle kunna jämföras med direkt reklam. Flera mobila reklamkampanjer har testats; både lyckade och mindre lyckade. Dessa kampanjer har dock oftast analyserats dåligt eller inte alls. Med tanke på att företaget Procter & Gamble mestadels har lyckats med sin affärsidé är på grund utav sin skicklighet inom marknadsföring, finns det nu ett stort behov av att ta reda på fördelarna och nackdelarna med mobil marknadsföring. Detta examensarbete undersöker om mobil marknadsföring är mogen nog för att permanent ta en plats i företagets marknadsförings mix.<br><p>This is not identical to the version that was defended. There is one sentence deletion from the Acknowledgements section.</p>
28
Prothero, Andrea. "The impact of ecologicalism on marketing : the greening of the cosmetics industry." Thesis, Cardiff University, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.324098.
Full text
29
Andersson, Emelie, and Elin Mårtensson. "Employee retention or company performance-The implied contribution of internal marketing activities." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23601.
Full textAbstract:
The purpose of this study is to map the activities used for satisfying employee’s needs in an engineering company and with the support of theory concretize their contribution to employee retention and company performance.
30
Dobrjanskyj, Jurij. "Marketing communication of Koryna company." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-189922.
Full textAbstract:
The main goal of this master's thesis is the evaluation of the marketing communication of a selected company based on the firm's marketing strategy. The thesis is divided into two parts. The first part is theoretical and the second is practical. In the theoretical part, basic marketing methods are described and explained. The practical part contains a description of the actual marketing communication of the selected company and improvements are suggested. Concrete company data from the period of 2009-2013 was used ss input information as well as internal information from the management of the company which was gathered through interviews. At the end of the thesis, all of the results are summarized and an optimization to improve the marketing situation of the firm is inferred from the summary.
31
Wu, Ruo-Yu, and 吳若瑀. "A research of Sports Marketing Company business model -A Case Study of Dajia Marketing Company." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/wgp2us.
Full textAbstract:
碩士<br>國立交通大學<br>管理學院科技管理學程<br>104<br>In an increasingly advanced countries, the proportion of revenue sports industry is more higher and higher, as the United States, since 2009, the sports industry output value reached 414 billion US dollars has been high (Plunkett Research, Ltd, 2010), compared to 2006, growth the rates are 6.2% over the past decade the US sports industry average annual growth rate of 9.4%. From this, the growth of the sports industry compared to other industries is much higher.
In addition to the United States and Europe, Asia and elsewhere in the sports industry revenue is also growing. The main content of the sports industry, in addition to major sports leagues and teams, and its related industries, including the manufacture of sports goods, sportswear, sports events media, sporting goods retail channel, sports endorsements, sports advertising, marketing and other sports are sports industry output a ring.
The sports marketing belong to non-commercial investment, and marketing activities compared to the traditional, sports marketing is a specific site for the target groups, focusing marketing period, which take into formula marketing operation, it takes budget is not to higher, but can bring economic benefits extension is quite amazing.
In this study, road race sports tournament contractor to study Taiwan's road race sports marketing company's operations, and a large good sports marketing company, for example, to explore its business model and profit marketing practices. The study found that a contractor tournament, to achieve maximum business profit is the main contractor of sports marketing company, How to integrate all the resources and supply chain, through effective cross-sector coalitions and competitive differentiation, which made a profit, and to maintain sustainable development, In this study, through in-depth case studies from four facets and nine key elements of business, to summarize the best strategy for the business model.
32
Lin, Shu-Ling, and 林淑玲. "The Marketing Strategy of Kelti Company." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/76792294171470282136.
Full textAbstract:
碩士<br>中興大學<br>高階經理人碩士在職專班<br>99<br>As the change of the life style in Taiwan, people’s standard of living has been upgrading. And the change of living also makes people pay more attention to maintain good health and prevent from getting older. And it’s the main cause that the thesis choose the health and beauty industries to be the case study. What is the suitable marketing strategy to deliver exactly message to customers and to successfully promote self products? It’s really the key point to the healthy and beauty industries. And the purposes of the thesis are these listed.
1.What are the main effecting factors to design and choose the marketing channels for healthy and beauty industries?
2.How to choose the most suitable marketing channels for healthy and beauty industries?
3.How to make and manage the marketing strategies for healthy and beauty industries?
After analysis of the thesis, we find that the strategies of Kelti International Company including direct marketing, store marketing and consignee and it uses the same strategies to expand to market of Mainland China. Besides, Kelti International Company wants to expand to markets all over the world. It also makes strategies including brand recognition, mastering of supply chain and the market changes, expanding of the global bases and the matching of electronic commerce.
33
Huang, Hsiao-shan, and 黃曉珊. "Story marketing- Company C, for example." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/9a7b7c.
Full textAbstract:
碩士<br>國立中山大學<br>高階經營碩士班<br>101<br>Story, the world’s first post-advertising agency, is also a vital communication skill which shows great conviction.
What is Story marketing? Story marketing is a manner that delivers an issue through storytelling, which evokes the memories or experiences of the audiences and leads the audiences to accept the hidden concept in the story.
Why storytelling is the ultimate weapon? Storytelling can promote not only people and concepts but also products and brands. Storytelling reveals the lesson that people have learned before and the expectation that they urge to reach. As far as I am concerned, the industry of storytelling will eventually dominate the future of marketing.
Using the experience of the author as an example, this paper will argue on how an enterprise builds its image and brand by utilizing storytelling to create official mascot. Through the portraying of storytelling and net-marketing, this paper will integrate the references of initiating mascot, storytelling, narration research and brand creating, analyzing why storytelling are benignant to build a brand and enhance the customer identity. In addition, by using the concept of marketing mix strategy, the paper will discuss how a firm can use storytelling as the marketing strategy to attract its customers and promote the products, providing a method of successful storytelling.
34
Yu, Tzu-Chi, and 余紫綺. "StrategiesThe Marketing StrategiesThe Marketing StrategiesThe Marketing StrategiesThe Marketing StrategiesThe Marketing StrategiesThe Marketing StrategiesThe Marketing Strategies of Biotechnological Cometic Companyotechnological Cometic Companyotechnological Cometic Companyotechnological Cometic Companyotechnological Cometic Companyotechnological Cometic Company－A Case of D Biotech Company." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/p2k725.
Full text
35
劉靜文. "Bancassurance Marketing Strategy in Financial Holding Company." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/53864130573346802035.
Full text
36
Lai, Yu-Li, and 賴玉莉. "The Differentiation Marketing Strategy for Construction Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/7dz994.
Full textAbstract:
碩士<br>國立雲林科技大學<br>企業管理系<br>106<br>The case company is a small construction company which combines aesthetic and nature characteristics together to create a unique construction style and company brand image in Yunlin county. We used three construction projects to discuss and analyze the current status of construction industry and environment factors to result in the organization revolution. To understand the external environment factors, we used PEST model to analyze the industry environment systematically. Then, we adopted differentiation marketing strategy and combine with mix sales strategy to create competitive advantages. How to enhance the value of houses in the future is a critical issue to the survival of the construction companies. A good company not only provides the adequate quality to consumers but also to understand the importance of product launch timing and consumers’ needs. Besides, customers’ loyalty would result in customers’ satisfaction.
37
TUNG, PO-SHOU, and 童柏壽. "The Marketing Study of Godot Theatre Company." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/90989814332857933345.
Full textAbstract:
碩士<br>中國文化大學<br>戲劇研究所<br>96<br>How can the Taiwanese art-performing companies market their own brand well while they’re forced to compete with foreign and domestic high quality once? It’s essential to build an effective and institutional marketing strategy. The Marketing strategy of Godot Theatre Company, this research shows the influence on marketing strategy which made from the whole surrounding of performing art initially after we finished the marketing survey which based on Godot Theatre Company’s cases of works and marketing way. After that, we used the survey’s outcome assisting in analyzing Godot Theatre Company’s works, administrative system and the marketing way. We also compared the Godot Theatre Company with the same level groups, “The Ping Fong Acting Troupe” and “Performance Workshop” which both ran by local people and then told the difference from their own marketing strategy. Besides, by investigating the famous art-performing group, Cirque du Soleil, it helps us to realizing the precious experience about Blue Ocean. In the end of this research, it supplies IMC to be the art-performing companies’ marketing strategy in any case they need.
38
Yu, Wan Yu, and 余宛瑜. "The Study of Multi-Level Marketing Company." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/77354650111897270356.
Full textAbstract:
碩士<br>亞洲大學<br>經營管理學系碩士在職專班<br>102<br>Organization performance of MLM (Multi-level Marketing) industry is the use of their own sales ability with friends jointly market products, and distribution of profits in proportion. The study of the purpose is to explore how the Pro-Partner company perfect system reach the achievements, and how the company's products satisfy for consumers
The results showed that the enterprise's high-level dealers to employ, maintain relationships offline way to "empathy, make friends, mutual understanding, care and accompany the job" to maintain on, offline relationships
Pro-Partner company biological research and development engineering center with the high-level equipment to ensure peace of mind so that dealers can sell their products well, and continue to develop new products and sophisticated original products. And, with the profit distribution systems, members have more confidence to the relatively high rate and efforts to achieve business goals
39
Chang, Pei-tzu, and 張珮慈. "Study on Marketing Model of Direct Marketing Industy:Herbalife Company as an example." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/3h5qtf.
Full textAbstract:
碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>102<br>The Multi-level Marketing (MLM) origins from Lee Mytinger and William Casselberry for a new marketing plan of Nutrilife products in 1945. The MLM flourishing in the 1960s and came into Taiwan in 1980s. According to the statistics of World Federation of Direct Selling Associations (WFDSA), the revenue in 2012 reached NTD 65.8 billion and ranked number four globally with 2.76 million people in this trade. The development of direct selling in Taiwan can be categorized into four categories: introduction, growth, booming and maturity. In the early beginning of introduction stage of this industry in Taiwan, adverse effects and bias emerged for there was no sufficient information can be acquired and caused misunderstandings for the mass media to the MLM until the foundation of Taiwan ROC Direct Selling Association in 1990. MLM in Taiwan soon improve themselves from coherent negative images and started to prosper.
The current study focus on the marketing approaches of direct selling company Herbalife for the following three reasons. Firstly, direct selling has become a mature marketing approach especially in the increasingly focus of people on food and nutrition. Secondly, obesity has become a major concern for most people today. To effectively control the weight without too much expense and to avoid waste of medical resources regarding obesity involved diseases have become the most important issue. Thirdly, with high unemployment rate, direct selling is a chance for ordinary people to successfully turn the backside of their life.
The current study illustrate the difference and traits of direct selling industry compared with traditional industry. Each of the direct distributor can employ different marketing approaches such as database marketing, relationship marketing, network marketing, event marketing aside from corporal marketing strategy. The selling starts on the moment of any human contact to convoy messages. This also can be a synergy effect to put on a larger scale corporate branding with better prestige.
The Herbalife combines sports event and public welfare in their marketing theme, they allocate each residential quarter and to combine integral marketing strategies island wide. Each direct distributor and user can have the most efficient effect with minimal budget. Their achievement ranked number two in Taiwan direct marketing industry.
Other than Herbalife’s marketing strategies in Taiwan, the current study details the marketing tools such as questionnaire, home-based working, network marketing, free-standing inserts, flyer, label pin, and weight management challenges starting from 2010 to better of popularity and corporate image of Herbalife.
The story telling marketing and word of mouth marketing have been two well-known methods in direct selling. With the industry getting more recognition of the popularity, one can really create a new chance by practically adhere to the three approaches of Herbalife: use the product, wear the badge, share with others.
40
Lee, Kun-Ju, and 李昆儒. "Strategic Marketing Analysis for Patent Expiry Pharmaceutical Company- The Case of A Company." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/qw9a27.
Full textAbstract:
碩士<br>國立臺灣大學<br>企業管理碩士專班<br>103<br>In the pharmaceutical industry, it is not unusual to see the drugs go off-patent and become generic drugs. When the top selling drugs go off-patent within a short period of time, a serious issue called “patent cliff” arises opening opportunities for generic drug manufacturers. The major problem for branded drugs going off-patent is the fierce competition with generic drugs that may lead to the “price war” and rapid sales erosion, this is so called the “patent cliff”. The brand-name drug companies are at risk of losing billions in sales due to the patent cliff in the recent years as several blockbuster drugs will lose patent. Upon patent expiry, lower priced generic drugs may reduce the revenue for the brand-name drugs by as much as 90%. Therefore, pharmaceutical companies should start to plan for patent expiry as early as possible to cope with the coming of patent expiry of products.
Case drug, one of the most blockbuster products in the case company, is going off-patent in 2015 in US. In the recent years, the case product has contributed more than 1.4 billion sales for the case company; furthermore, it has maintained the market leader position among all the hepatitis B drugs in the market.
The strategic marketing is to identify of one or more sustainable competitive advantages a firm has in the markets it serves, and allocation of resources to exploit them. In order to study how a pharmaceutical company manages its strategies to face the issue of patent expiry, this case study firstly use strategic marketing analysis of the macro-environment and micro-environment factors that influence the strategic decision of the case company, then compare the strengthens and weaknesses of the case drug among all the hepatitis B drugs to better understand the competitive advantages of the case product. After the analysis of the external and internal situation of the case company, the strategic marketing of the case company has been examined to see how does the case company adjust its marketing strategies in the environment of National Health Insurance in Taiwan. Finally, the conclusion and suggestion of the marketing strategies that can be applied to deal with the patent expiry in Taiwan will be provided for the pharmaceutical companies in the similar scenario. These strategies include leverage the brand equity, enhance the customer loyalty, accelerate innovation development and defend the patent. The goal of this study is to create a theoretical and practical framework for the strategy planning for the pharmaceutical companies.
41
Tsai, Hsiu-Hsueh, and 蔡秀鷽. "The marketing channels of Taiwanese company in Japan." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/68366456006092893896.
Full textAbstract:
碩士<br>國立臺灣大學<br>商學研究所<br>88<br>To do business in Japan, there is a hard barrier to overcome, that not only be the problem to the Western company but also to the Taiwanese, is the problem of the Japan’s channel.
To know about the factor which influence Japan’s channels structure, the research pick up three Taiwanese company which sell goods in original brand name in Japan, TREND MICRO, DYNALAB, and TATUNG to analysis.
The result of the research show some main factors influenced Japan’s channel to be more complexity.
1. There are two types of wholesalers in Japan. One sell the goods to the small size consumer (e.g. the end-user is the individual), and the other sell the goods to the large size consumer (e.g. the end-user is the company, school, or government… etc). They keep the rule, which made the number of the wholesaler increased.
2. The barrier to enter the market still be exist. The wholesalers do not boycott the company because they from overseas, but will boycott the company who sell the goods do not pass the wholesaler. This situation always happening in the channels of the large size consumer.
3. The system to operate the company is so complexity, and if the maker want to sell goods to the large size consumer, must find out which wholesaler sell the goods to them, and to be contact with the wholesaler to sale the goods.
4. The infrastructure that enable the direct marketing at work is not ready.
42
Peng, Yu-Hui, and 彭鈺恵. "Marketing strategies of e-commerce companiesCases: Rakuten company." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/gczn9m.
Full textAbstract:
碩士<br>國立臺中科技大學<br>應用日語系日本市場暨商務策略碩士班<br>107<br>The emergence of electronic commerce (hereinafter abbreviated as EC) as a new style of consumer living has caused a great change in people''s consumption activities.Along with the development of EC, a big change has also appeared in the company''s marketing strategy. And with the progress of globalization and the spread of the Internet, many EC companies are hoping for EC companies aiming to expand overseas, focusing on the potential and growth potential of the EC market.
Based on these circumstances, I researched and analyzed its marketing strategy from the case of Rakuten, which is a representative EC company in Japan. In addition,I researched that how Rakuten executed different cultural marketing strategies when exploring overseas markets in the Taiwanese market.
In order to achieve the purpose of the thesie, the research first of all, I focused on the meaning of the digital marketing strategy through literature review, and " what is the suitable marketing strategy for EC companies" in this era of omni-channel and big data. I also focused on the important factor on executing marketing strategies when EC companies are exploring the oversea markets. Next I took Rakuten company by the case, l examined the change of the digital marketing strategy by the case of Rakuten company . Next, I examined that Rakuten company in taiwanese market what different cultural marketing strategies were implemented by interview survey.
Through the research, the facts can be concluded below. (1) Based on the business model "Rakuten ecosystem " which Rakuten Group has an ecosystem of services with membership at the core, customers are connected while promoting various businesses. Rakuten emphasizes "customer value" and through the customers'' contact was increased, it was possible to provide satisfied products and services by using point system. And Rakuten''s net shopping platform has grown limited, the virtual world and the real world of real shops are fused, and it is inevitable due to the marketing strategy to offer products and services . Rakuten''s core strategy is not just one net shopping service, it also offers various services, customers are connected with Rakuten Super Point in the Rakuten ecosystem of services. (2) Rakuten''s marketing strategies in Taiwan focused on standardization and integrated with localization strategy. Initially, after promoting marketing (localization) to match the market in Taiwan, it led the customer to increase the degree of adhesion to Rakuten while becoming a business model (Rakuten ecosystem ) as a business model (standardization).
43
HSU, PI-HSIA, and 徐碧霞. "Study on Performance Evaluation of Digital Marketing Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/6p44sb.
Full text
44
win, Shau Shun, and 蕭舜文. "The Marketing Decision Of Construction Company IN Taichung." Thesis, 1994. http://ndltd.ncl.edu.tw/handle/52092826919404032121.
Full text
45
CHEN, CHA-JUE, and 陳昭羽. "A Case Study of Marketing on Retail Company." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/9sht7s.
Full textAbstract:
碩士<br>國立雲林科技大學<br>資訊管理系<br>105<br>In the face of rapid and competitive economic times, customer demand is changing. How to provide the right marketing decision, how to sell the goods at the right time to give the customer, the company's turnover increased. In this competitive market environment, how to Establish long-term relationship with key customers, how to better understand consumer behavior and preferences. Thereby enhancing customer loyalty and trust. This study uses the 80/20 rule to identify the primary source of profit. And the use of data mining technology to find relevant data for enterprises to make a favorable marketing decisions and methods.
Keyword：Data mining, customer relationship management, 80/20 rule
46
Groza, Mark D. "Leveraging marketing resources to strengthen stakeholder company identification." 2012. https://scholarworks.umass.edu/dissertations/AAI3518236.
Full textAbstract:
Channel relationships, market knowledge, strategic partnerships and brand equity are examples of marketing resources which firms can possess. Marketing resources are especially valuable when they are properly leveraged by agents of the firm (Srivastava, Fahey, and Christensen 2001). This dissertation examines how one marketing resource—corporate sponsorships—can be leveraged by companies to enhance financial performance. Based on the tenets of social identity theory (Tajfel and Turner 1985), two conceptual models are developed which propose corporate sponsorship can develop the attractiveness of a company's identity and thus enhance levels of company identification among salespeople (Study 1) and customers (Study 2). It is further proposed that through this strengthening of company identification, these stakeholders will become motivated to perform supportive behaviors on behalf of the company which will lead to the firm's enhanced performance. To empirically test the conceptual models, data were collected from the sales force and a sample of customers of a Fortune 1000 company which actively engages in a single national corporate sponsorship. The data set used in Study 1 includes survey responses from 490 sales representatives (21.7% response rate) which are combined with objective sales data gathered from company records. The data were analyzed utilizing linear regression and Hierarchical Linear Modeling. The conceptual model developed in Study 2 was tested utilizing structural equation modeling of survey data collected from 246 active customers. The two studies contained in this dissertation make several important theoretical and substantive contributions to both marketing theory and practice. First, evidence is provided that company identity can be influenced by a company and its marketers. By affiliating with a prestigious entity through a corporate sponsorship, a firm can enhance the attractiveness of its identity which in turn, influences levels of identification among salespeople and customers. The studies also provide additional evidence highlighting the power of identification in terms of predicting firm-directed supportive behaviors. The analysis in Study 1 shows that company identification influences salesperson sales growth and Study 2 confirms that customer-company identification leads to customer sales and positive word-of-mouth communications. Implications of these findings are provided.
47
Groza, Mark David. "Leveraging Marketing Resources to Strengthen Stakeholder Company Identification." 2012. https://scholarworks.umass.edu/open_access_dissertations/552.
Full textAbstract:
Channel relationships, market knowledge, strategic partnerships and brand equity are examples of marketing resources which firms can possess. Marketing resources are especially valuable when they are properly leveraged by agents of the firm (Srivastava, Fahey, and Christensen 2001). This dissertation examines how one marketing resource - corporate sponsorships - can be leveraged by companies to enhance financial performance. Based on the tenets of social identity theory (Tajfel and Turner 1985), two conceptual models are developed which propose corporate sponsorship can develop the attractiveness of a company's identity and thus enhance levels of company identification among salespeople (Study 1) and customers (Study 2). It is further proposed that through this strengthening of company identification, these stakeholders will become motivated to perform supportive behaviors on behalf of the company which will lead to the firm's enhanced performance.
To empirically test the conceptual models, data were collected from the sales force and a sample of customers of a Fortune 1000 company which actively engages in a single national corporate sponsorship. The data set used in Study 1 includes survey responses from 490 sales representatives (21.7% response rate) which are combined with objective sales data gathered from company records. The data were analyzed utilizing linear regression and Hierarchical Linear Modeling. The conceptual model developed in Study 2 was tested utilizing structural equation modeling of survey data collected from 246 active customers.
The two studies contained in this dissertation make several important theoretical and substantive contributions to both marketing theory and practice. First, evidence is provided that company identity can be influenced by a company and its marketers. By affiliating with a prestigious entity through a corporate sponsorship, a firm can enhance the attractiveness of its identity which in turn, influences levels of identification among salespeople and customers. The studies also provide additional evidence highlighting the power of identification in terms of predicting firm-directed supportive behaviors. The analysis in Study 1 shows that company identification influences salesperson sales growth and Study 2 confirms that customer-company identification leads to customer sales and positive word-of-mouth communications. Implications of these findings are provided.
48
Huang, Hsiang-Ting, and 黃湘婷. "Database Marketing-A Case of A Cosmetic Company." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/bg3v6t.
Full textAbstract:
碩士<br>國立中山大學<br>企業管理學系研究所<br>96<br>Cosmetics were considered as luxuries due to lack of surviving materials in the past. Thus the quantity of consumers was limited and their needs were considered identical, it was easier for firms to predict market conditions and profit. Resent years, cosmetics industries are facing steeper changes than before: more consumers possess diversified needs and thus expanded the market size, meanwhile, turning the market more fragile and vulnerable. On the other hand, the Internet has enhanced information flows and consumers’ product knowledge, giving them stronger bargaining power. Diversified consumers and higher time values have as well strengthen the pursuit of product and service by individuals. Thus, marketers are facing faultfinding customers, which no firm could rely on traditional mass marketing methods when promoting products: they must customize their products and services to each individual target customer segment. Therefore, it is important for a firm to build effective database marketing systems and scheme marketing plans and marketing channels via data gathering and data analysis conclusions.
This research served planning and analyzing activities of database marketing as the theme, and applied literature review method to form an integrated database marketing planning procedure. This thesis also served a firm as the case, and conducted in-depth interviews in order to understand the applicability and related operation know-how of the underlying model. The conclusion is that the integrated database marketing planning procedure covers practical operations sufficiently. The study also discovered that different functions of database marketing are valued by different levels in the command chain, thus the objective of database marketing should be emphasizing both promoting transaction and relations. Overall planning as well as data analyzing and conducting data-based marketing plans should also be valued in database marketing implementation.
Albeit practical values are contained in theory architectures, limitations such as representative and objective factors exist. It is recommended that future researchers study further into issues based on or in the structure, or comparing effectiveness of a firm before and after the implementation of database marketing, or to compare whether there are differences of implementation processes applied by different firms in different industries to examine the effectiveness and operational variations before and after the database marketing implementation.
49
FAN, HAO-CHUN, and 范皓鈞. "The Production and Marketing Coopetition between Farmer's Association and Agricultural Products Marketing Company." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/03099440705004711452.
Full textAbstract:
碩士<br>中華大學<br>工業管理學系<br>105<br>To improve the competitiveness of self-production, the social contracts among peasants, farmer’s association, and agricultural products marketing company are built. This agricultural product marketing system is constructed to serve a transactional relationship between agricultural products and the producers, and as well as deliver a channel for building political-economic-societal networks. The connectedness of peasant, farmer’s association, and agricultural products marketing company hence steer the effectiveness of agricultural products marketing system through the positions of one and another. The purpose of the study is to explore the situations of agricultural products marketing system and the rights and interests of peasants affected by the coopetition relationship between farmer’s association and agricultural products marketing company. As results of the study, this coopetition relationship embraces three dimensions which are political orientation, economic orientation, and social orientation. Within the essence of operation, farmer’s association and agricultural products marketing company are competing in different scales of locality and national wide, and in contrast, they are more cooperative in social events, no matter the interactions are belonged to the essence of operation or business means. Conclusively, the coopetition relationship between farmer’s association and agricultural products marketing company is elastic, flowed, and event-oriented. The impact of agricultural products marketing system is significantly embedded in the connectedness between farmer’s association and peasants. Key Words: Farmer’s Association, Agricultural Products Marketing Company, Coopetition Relationship, Peasant, Agricultural Products Marketing System
50
Chen, Chih-Tsung, and 陳志聰. "Applying Kano Model to analysis Strategy Marketing - A Case of Multilevel Marketing Company." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/30918405233271308684.
Full textAbstract:
碩士<br>朝陽科技大學<br>企業管理系高階產業經營碩士在職專班<br>105<br>This research analyzes how the multilevel marketing company attracts consumers, educates consumers and retains the business strategy of the marketing strategy. This research analyzes the culture and characteristics of the New Image company(Branch Taiwan), and analyzes the new company's strategy for the consumer strategy Marketing style, and in addition to the marketing quality characteristics of these strategies, this study uses Kano model and IS model to design questionnaires as quality classification and improvement suggestions, such as: charm quality, one-dimensional quality, no difference quality, of course quality and reverse quality, Find out where it is less and improve. And the use of chi-square distribution results found in different gender and age groups, the strategy of marketing quality classification differences, The result of this research suggest New Image company(Branch Taiwan) how to improve its strategic marketing.