Bud Light Target Market Ana Carolina Rodrigues Bezerra 5/4/2011 TARGET MARKET DESCRIPTION BUD LIGHT, “the sure sign of a good time. Here we go!” A ccording to Anheuser-Busch/A-B (http://www.anheuser-busch.com/), Bud Light is sold all over the world, which means that the company must develop different marketing mixes to achieve its goals within each target market, in view of the fact that each region of the world has its cultural differences (including language) and particularities. Because I live in the U.S., I decided to analyze the American market, more specifically the market formed by some of the West and Southwest states that surround California, where I currently reside. SEGMENTING DIMENSIONS Behavioral Needs: some economic (economy of purchase); physiological (liquid – wants and drive); psychological (curiosity; imitation; self-expression and relaxing); Benefits sought: desire (for acceptance; affiliation; status; leisure; pleasure; self-satisfaction; identification; recognition; sociability; and fun); freedom (from stress; sadness; loss; anxiety; and pressure) Thoughts: Favorable attitude towards the product, which is considered to be sold at a reasonable price; to have a subtle and refreshing taste; and to convey the image of a fun time Rate of use: 2 – 4 times a week, especially on weekends Purchase relationship: positive and ongoing Brand familiarity: preference Kind of shopping: convenience Type of problem solving: routinized response Information required: low Geographic Region of the world, country: USA Region in country: some of the West and Southwest states (California, Nevada, Arizona, Oregon) Size of city: no city Demographic Income: $30,000 - $39,000 Sex: 60% male, 40% female Age: 21 - 30 Family size: no size Family life cycle: young single Occupation: technical; clerical sales; students Education: some college;
For example, choosing the appropriate target market and communications mix when entering the gourmet market of these countries is vital to success. Pricing of the new products requires additional research regarding distribution and product launch expenses as detailed in the financial budget and unit forecasts. Finally, public relations efforts before the store grand openings require planning and implementation of the appropriate budget and event efforts. Continuing all of these efforts during the life span of the company provides Kudler Fine Foods a
o Analyze how the vision, mission, and values guide the organization’s strategic direction. o Evaluate how the organization addresses customer needs and critique how they achieve competitive advantage. BUS 475 - Week 3 - Strategic Plan, Part II: SWOTT Analysis Individual Assignment: Strategic Plan, Part II: SWOTT Analysis Conduct an internal and external environmental analysis for your proposed business. Discuss with your Learning Team the forces and trends below that must be taken into consideration while developing a strategic plan. Given today’s business environment and each Learning Team members’ selected business idea, provide a list of the lessons learned from your Learning Team’s discussion for each of the items listed below.
Coca-Cola Free Response In the letters between the Coca-Cola Company executive, Ira C. Herbert, and a representative of Grove Press, Richard W. Seaver, each of the writers use rhetorical strategies of ethos, logos, and satire to achieve their purposes of qualifying each of their uses of the slogan “It’s the Real Thing” in product advertising. In the Letter to Mr. Seaver, Mr. Herbert establishes ethos with his reader by stating right in the beginning that many people are looking out for the god of the Coca-Cola Company in stating that, “Several people have called to our attention your advertisement…” his give the reader a sense of importance and seriousness. He then goes on to establish some Logos with his use of diction, Mr. Herbert states that by author Jim Haskins using the phrase “It’s the Real Thing” that it might “dilute the distinctiveness” and “diminish [its] effectiveness”. By stating multiple examples of when the slogan was used by the Coca-Cola Company, Mr. Herbert tries to persuade his reader to see his side of the story and to side with him on the issue so that ultimately there will be no conflict in the matter of who owns the proper rights to the product slogan. Contrary to the serious tone of Mr. Herbert’s letter, the letter from Mr. Seaver is immediately critical and mocking of Mr. Herbert’s letter.
Week 5 You Decide Willy’s Candy Company – Strategic Choices As the Strategic Consultant to the Executive board of Willy’s Candy Company, it is my job to evaluate the ideas as presented by the Executive Committee and determine which of those ideas would be the best direction for the company to achieve growth, both immediate and long term. While listening to each of the Executive Committee members present their ideas, I have included a recap of each strategic idea as well as my recommendation as to which idea would be the best option for Willy’s Candy Company. First to speak to the committee was the CEO, Chester A. Wonka, III. Mr. Wonka identified that over the past few years and that while two of the products the company markets, The Willy’s Yummy Chews and the Willy’s Sour Straws are in fact some of the most popular products for the company and has been able to maintain sales, overall the sales and profits for the company has been flat. Mr. Wonka feels that the best option for the company is to sell the company to a larger Swiss company in hopes that this merger will provide resources and marketing capabilities as well as expand the Willy brand into international markets that they have not be able to achieve as an independent company.
Summary of Recommendations Kudler Fine Foods has three locations in Southern California. The upscale specialty food store is a client of LTA Accounting Firm. Recent recommendations include updating Kudler’s information system to an ERP system. Because auditing is an important factor in the business world, LTA Accounting Firms further recommends CAATs for Kudler’s auditing techniques because it is suitable for their industry. The purpose of auditing is to obtain an understanding of the business, and for evaluating the entire business operational processes.
University of Phoenix Business Systems BSA 310 Joseph Rezendes September 06, 2010 Information System for Kudler Kudler Fine Foods provides imported and domestic foodstuffs to the San Diego metropolitan area. The company relies on its information system to help them grow and stay competitive in an ever-growing market. The company uses the information system to track every aspect of the business. The information system that this company uses is Microsoft Access™ for creating and capturing data that is stored in their database. The database is broken down into nine different categories.
Data Memo MKT/435 May 26, 2013 Thomas O'Brien Data Memo FJR MARKETING INC. MEMO To. Kudler Fine Foods Management Team From: Frank Robles Date: 5/ 06 / 2013 Over duration of the next few weeks the research consultant of FJR Marketing, Incorporation will be supporting an organization by the name of Kudler Fine Foods in a course of accessing appropriate period in times to implement geographic, behavioral, demographic, psychographic segmentation into Kudler Fine Foods marketing assessments. It is a crucial process that Kudler Fine Foods understands amount of psychographic and demographic data and the appropriate data that is involved in the information needed about the most recent and future consumers. FJR Marketing Incorporation
MKT 421 Week 4 Product, Pricing, and Channels Paper Paper Use the product and organization you identified in your Week 3 Strategy and Positioning Paper. Write a 1,500- to 2,000- word paper that includes: • A detailed description of the features of your product or service including how it solves the needs of your target market • A description of how your marketing efforts will change with each phase in the product life cycle • The packaging you will use for your product or service and how it will add value • The appropriate pricing strategy for your product or service and the price you will set at launch • The channels of distribution you will use to sell your product along with a description of how each channel partner will add value Format your paper consistent with APA guidelines. MKT 421 Week 5 Map the Supply Chain Paper Select an industry. Write a 750- to 1,000-word paper that identifies each link in the supply chain and the purpose and value in
Managing the marketing function begins with a complete analysis of the company’s situation.The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Conduct a SWOT analysis for your organization. Review chapter 14 in your eBook. Direct marketing is rich in tools, from traditional old favorites such as direct mail, catalogs, and telemarketing to the Internet and other new digital approaches. What direct marketing tools does your organization use?