Hull City Marketing Strategy Essay Example | Topics and Well Written Essays - 3000 words

Hull City Marketing Strategy - Essay Example Chocolates are commonly used in Christmas time, which presents a good opportunity for Thornton to promote their products. The company continues to adapt new strategies to meet consumer’s needs and be competitive during Christmas time in Hull. It has established various strategic plans for the business to create a competent organizational process, increase its sales and margins, incentives and measurability. Different media channels will be used to promote the campaign slogan â€Å"Christmas time-chocolate heaven†. The slogan will strengthen the image of Christmas time as a great time to celebrate and have a relaxing moment using Thornton’s range of products such as variety of chocolates wedding favors, corporate gifts, and hampers boxes. The case study of the Company will provide an opportunity to evaluate the whole aspect of planning for considerable growth during Christmas time. Table of Contents Executive Summary 2 Table of Contents 2 Introduction 4 SWOT MATRI X 5 11 Marketing Objectives 6 111. Target Markets 7 IV Product Offering 8 V. Brand/Product Positioning 8 VI Marketing Strategies 9 Consumer Behavior 9 Marketing Mix For The Marketing Strategy 10 Product 10 Place 11 Price 11 Promotion 12 Vii Implementation and Control 14 Sales Increase Objectives 14 Increased Product/Brand Awareness Objectives 14 Viii Budget 14 Appendix 15 Appendix 1 15 Appendix 2 17 Appendix 3 17 Appendix 4 17 Available at: Financial Times LTD 2012, Thorntons PLC Markets data: http://markets.ft.com/Research/Markets/Tearsheets/Business-profile?s=THT:LSE 18 Works Cited 19 Introduction Christmas time is an entertaining forum where the concept of gift exchange is much eulogized. It is a season that main waits with expectations as they appreciates and end the year with the loved ones. Indeed, this season raises the need to exchange gifts to the loved ones and as chocolate remains the best gift for someone special. In the British culture, chocolates augment love language and thought as romantic (Hull City, 1961). During Christmas time, most young couple regard exchanging gifts to their partners as a sign of love and appreciation. Particularly, most men pamper their women with gifts as they are beings who are relationship oriented. In most cases, women are given chocolates as presents as it enhances the feeling of being cared, pampered, and loved. Many people believe that there are creative ways of using chocolates in Christmas time besides eating them. For instance, Clayton (2009) believes that it can creatively used in bedroom for sensual treat and a key ingredient of feeling good. Thornton can utilize this to promote their products during Christmas season as a perfect way of showing appreciation to the loved ones and creating a relaxing moment. To promote products, the marketing strategy plan will present a SWOT matrix, identify the marketing objectives along with target group, product/brand positioning, and product offering. Eventually, the compa ny will present the budget implementation and control of marketing planning. This will create a platform to understand the key strategies of being competent during Christmas seasons. In doing this, we will highlight the major competitors of the company to highlight the possible strengths, opportunities, threats and weaknesses of the

Critically evaluate the key concepts and processes of innovation Essay

Critically evaluate the key concepts and processes of innovation - Essay Example Multinational enterprises organizes themselves into clusters in order to exploit benefits within the clusters for example they have explained that international corporation spread knowledge in different economies rather than inter firm networks .Multinational enterprises are crucial actors In innovation globally and contributes greatly on knowledge based economy .technology transfer of knowledge from multinational to foreign subsidiaries is more labor productive than in local companies hence the productivity advantage of multinationals .Research and development has been internalized by decision makers in government and this has increased innovations with multinational cooperation’s have built up their sales distribution and operations base in foreign countries.(Kinchella,2001). Innovation Innovation has being defined as the ability of affirm to devote resources into innovating new areas which have not being explored and exploiting. For example he tried to explain how socializi ng of managers has contributed to increased integration ( Mudambi & Swift, 2012) the only Way to achieve this is by through research and Foreign direct investment is geared towards exploiting existing ownership development(R&D) actitivities to trap unutilized resources globally. Innovation can only be achieved through foreign direct investment by multinationals corporations which transfer technology and hence end up benefiting the local industries mainly from spillovers and capturing absorptive capability of potential benefits from FDI (Zhao & Zhang 2006). Environment affects innovations and adaptation of new technology and improve overtime in order to enhance technological capabilities and competitive advantage such decisions are influenced by the incentives , markets skills , capital and suppliers as well as institutions which firm interacts with . Hence innovation is an interactive process which links agent’s responds to the market and this determines the rate of generatio n adaptation acquisition and dissemination of technology in productive activities. Innovation has played an important role in shaping policies and how interactions and linkages between actors bring about market failures the interactions between firms and non firm sectors i.e. universities and research and development. Innovation seeks to improve and find new ways of doing things. For example, in the European union states such as Czech Republic and Hungary used protectionist policy to encourage multinational enterprises (Narula & Guimon, 2008). Foreign direct investment (FDI) is one of the most used methods to show how innovation has helped provide positive externalities into the local economies multinational companies transfer technology to the foreign subsidiaries that can be appropriated by local firms (Garcia& Huergo 2008). Technology transfer Technological clusters enable flow of local knowledge and innovations. This knowledge is tactical and involves new concepts and ideas like in research and development where innovation requires high knowledge in its creation. This enables transmitting knowledge from one person to another and increases labor productivity and specialization (Castelles, 1999). Technology is defined as a scientific knowledge of methods used to advance in how we do our daily activities in expanding growth in the host. Research and development is the only way to explore new ways of producing goods and services. To