The role of brand equity in competitive environments

Abstract This research is intended in analysing the role of brand equity in competitive environments and the way in which strategic brand management of companies help in building brand equity and the brand loyalty levels. Using qualitative research methodology, case study research method is chosen in which two case studies Starbucks India and Cafe Coffee … Read more

Recticel’s approach to branding

In an industrial B2B market, the brand name and its associations are shorthand for everything that is on offer. Quality, reliability and value are embedded in a buyer’s perception of that brand. This report reviews Recticel’s approach to branding, more specifically the UK medical division Foam for Care UK. The first section of the report … Read more

Corporate social responsibility and sustainable marketing

The beginning of twenty-first has brought environmental challenges like resources conservation, climate changes and global warming, which have directly impacted the role of business in society. In the last few years there has been an increasing and greater concern about the social and environmental effects of companies’ practices: according to the Triple Bottom Line (TBL), … Read more

Football Beyond Borders – marketing analysis

Introduction For a country that hosted FIFA in 2014, it would not be wrong to say that Brazil is home to a young generation of avid football players and fans. Brazil has won the FIFA world cup 5 times and has made 21 appearances since the 1930s (FIFA 2018). Ever since hosting the FIFA world … Read more

Marketing plan for baby diapers (Louis Vuitton)

EXECUTIVE SUMMARY The purpose of this marketing plan is to take an existing brand and take it into a new category. Louis Vuitton is the existing brand and baby diapers is the category. Analyzing the external environment and the internal environment to determine whether it would be a good idea for them to launch the … Read more

Marketing analytics in telecommunication industry

“Data really powers everything we do.” (Jeff Weiner, CEO, LinkedIn) “The telecom industry is one which not only sees a large customer base, but a customer base who’s needs and desires are constantly evolving and/or shifting. On top of this, telecom firms face cut throat competition, making it a highly dynamic and challenging industry”(Bhandari, 2018). … Read more

Evaluate the strategy process of the Coca-Cola brand

The aim of this assignment is to evaluate the strategy process of the Coca-Cola brand while discussing characteristics of deliberate and emergent strategies as examined by Mintzberg and Waters in their “Of Strategies, Deliberate and Emergent” journal. I chose the Coca-Cola brand for this assignment to examine how the strategic management of Coca-Cola is the … Read more

Concepts of advertising and advertising types

Introduction The global economy is witnessing dynamic and dynamic change and change, which is becoming clearer day after day. In light of the impact of human thought and culture on these changes, there are many desires and varied ways and means to achieve them, and the need for advertising as a visual, audible or readable … Read more

Marketing strategy for a Netflix Education segment

1. Executive Summary This plan is expected to deliver the following key results by year 3: – Turnover of £ 10m. – Profit of £ 10m, contributing 10% towards company’s profits. – An additional market share of 14% among the UK’s SVOD industry. – 15% of market share of the UK MOOC sector. The strategy … Read more

How can ToGo go ‘global’?

Globalisation: this is when different nations interact with one another among people, companies and governments. It is a system that is supported by information technology and motivated by international trade and investment (The state university of New York, 2015). Forms and examples of globalization in tourism Tourism has become global in many different forms. An … Read more

Essentials of marketing: A case study on Apple iPhone

1. Introduction Marketing strategic planning is beneficial in such an era of globalisation where all the competitive firms aim at promoting their products and improving the visibility of the brand in the market so that it is possible to target the potential buyers and strengthen the consumer’s base (Godey et al., 2016). The aim of … Read more

Crowdfunding and social media

According to a recent UK study by Statista (2018), “As of January 2018, the total number of active social media users amounted to 44 million, which equates to a total of 66% of online social media attraction in the UK alone’. Additionally, the “Total Transaction Value in the Crowdfunding segment amounts to £66m in 2019” … Read more

A Strategic Marketing Analysis of GoPro HERO Cameras

EXECUTIVE SUMMARY <200 words> This assignment illustrates an analysis of the marketing strategy employed by GoPro Inc. on their camera line called HERO. It is divided into two parts one of which shows the full marketing audit of GoPro in the US that includes an evaluation of the current market performance presenting the way GoPro … Read more

Coastline Kitesurfing customers and market analysis

1. Introduction Coastline Kitesurfing is a just established company in the water sport market, it is unclear for Coastline Kitesurfing what strategy needs to be followed in order to generate more income. The goal of this report is to provide an insight into the customers and market in order to find strategic marketing opportunities. 1.1 … Read more

How to write a marketing essay

It is important for any student to comprehend the importance of writing an excellent marketing essay.

Marketing plays an important role in product success, and market advantage. Research needs to be done on the important marketing attributes to effectively develop a marketing strategy. Writing a marketing essay entails identifying the crucial marketing aspects in a company, which require analysis according to the characteristics of the products. Apart from understanding the research question, and conducting investigation with reliable sources, it is important that a writer knows how to write a marketing essay. An essay writer, who does not communicate the points well, gets lost and becomes irrelevant in the essay.

Learning how to write a marketing essay involves more than just writing an introduction, body, and conclusion. This essay requires engaging the reader by using the required intellect to express the essay points effectively. The effectiveness of a marketing essay depends on the outline developed in writing the paper. It is recommended that the essay starts with other marketing experts’ logical framework. A marketing consultant needs to understand the position of the market by conducting a study on the management of the company, and its products. After the study, a consultant needs to apply Michael Porter and Philip Kotler theories to understand marketing tactics and take advantage of it.

An understanding of how the Five Forces determine the position of a market and how an individual can effectively communicate acceptance of a product is very important when writing a marketing essay. Research on these factors will require including various sources, and putting together a bibliography list. However, it is recommended not to use many sources because the quality of an essay depends on the potential and relevance of the work cited in achieving the objective of the research. The place and date of publication is an important factor in determining the quality and potential of a source. Work cited from Georgetown, Yale or Harvard is considered valid as compared to those from US Weekly or People. An essay can use just ten sources, which is sufficed.

After developing the thesis for the market essay, it is recommended that you write down notes for each section of the essay in the outline. This outline will assist you in supporting the thesis statement. A marketing essay outline should contain expert framework information, and show how it is applied in a real world business setting. A good way of supporting the ideas and following up on the thesis is to use relevant case study. Multinational companies like Ford or Wal-Mart or other privately owned firms can offer good examples of case study to support a marketing strategy. These provide useful information and demonstrate the significance of the topic to business managers. This is the best approach to start a marketing essay.

A good introduction must summarize the content of the essay, and capture the attention of a reader by creating curiosity of what the discussion of the essay seeks to achieve. When writing a marketing essay, the recommended approach is to conduct research for the topic, as an issue that is significant to the reader, and discuss how knowledge of marketing is important. The opening of a marketing essay should be logical by following an outlined approach to the argument. This allows a good flow of discussion in the essay’s body. A good introduction serves as a guide for the essay. The essay’s body is the important section when writing a marketing essay and it is important that the writer remains focused on the essay outline to effectively discuss the points by allowing the body to present research findings well.

A marketing essay should contain a conclusion that summarizes the discussion of the essay that includes what was learned from the discussion and the expectations according to the stand of the argument presented. A good conclusion needs to develop other thoughts that a reader should think about concerning the topic, and provide recommendations to a problem or discussion before ending the essay.

After finishing writing a marketing essay, an individual is required to revise the paper to identify the areas where one can explore in detail an offshoot of the discussion. It is important that this task is not confused with editing the essay, which entails checking the language used in the paper. However, editing is also important because it allows one get feedback from a peer, which is useful in essay revision. Revising one’s essay allows an individual to come up with a better essay containing new ideas. It is recommended that you set aside enough time to revise your essay to enable you reflect on it. Reflection will enable you to identify something you missed or expand on an idea, which needed elaboration relating to marketing.

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