Marketing Assignment 2011- Perfume

“You are required to write a report on how marketers use the different methods of marketing research to identify opportunities of the market, segmenting and targeting the market based on the valuable results collected from their marketing research activities.

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

Ferrell, O.C., & Hartline, M.D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: South-Western/Cengage Learning

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

On average, a woman starts wearing perfume at the age of 12. We can identify two big age categories of women:

Perreault, Jr., W.D., Cannon, J.P., & McCarthy, E.J. (2011). Basic Marketing: A Marketing Strategy Planning Approach [University of Phoenix Custom Edition eBook]. New York, NY: McGraw-Hill. Retrieved from University of Phoenix, MKT/421 website.

 ReferencesKerin, R. A., Peterson, R. A. (2013). Strategic marketing problems cases and comments (13th ed.). New Jersey: Pearson Prentice Hall

The third table is to outline some of the activities we might find at each stage of the marketing process; this is brief summary of the importance of the different stages.

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2012). Principles of Marketing. Frenchs Forest: Pearson Australia.

This dissertation is submitted in partial fulfillment of the requirements for the Degree in Marketing Practice

International Flavors and Fragrances have a long history before IFF’s name was established in 1958. In 1889 Joseph Polak and Leopold Schwarz from Zutphen, a Dutch town found their first factory. Their success leaded them to open a second factory in approximate 7 years. They continued to flourish throughout the upcoming years and for the first 60 years of the 19th century their fame was unbelievable. It was a period of flavor and fragrances discoveries that served as the mark of what IFF is today. Ameringen-Haebler formed a new partnership in 1929 and for the next 30 years they continued to operate with an emphasis in fragrances. In 1958 Polak and Schwarz together with Ameringen and Dr.HaebIer gave birth to International Flavors & Fragances Inc. The company becomes international at an incredible pace. Throughout the years, IFF has kept their word of producing

As a Marketing Consultant, my client, which operates in the Mobile phone and Network providers sector of the market and the organisation trades under the name of O2 has asked me to generate a report, including a full market analysis and a set of strategic recommendations. This is to help secure their short (1-3 years), medium (3-5 years) and long term (5 + years) future. I will be using relevant marketing theory and also recent market data to help complete this report. The report will include an organisation profile, outlining O2’s history, position in the market and many other factors, including product range. The report will then go on to market analysis, where it will concentrate on the

According to Blythe (2010), segmentation, targeting and positioning are fundamental to the concept of meeting customer need. This essay will outline and analyse these fundamental tools of marketing in an academic setting, in addition to, assessing how an organisation of my choice applies them in a working environment. Included in this essay, will be an academic discussion of the advantages of market segmentation, targeting and positioning drawing upon views of various scholars. Furthermore, I will provide a profile of my chosen organisation as well as an assessment of their market segmentation, targeting and positioning strategies. The essay will finish with a summary of the main points and will draw conclusions based on the evidence which has been presented.

Organization culture is one of the most essential factor that decide the success or failure of a company. Currently customers’ demands, and taste are continuously changing thus, a strong organizational culture is needed to cope with those changes. EMPER perfumes culture can be divided into multiple parts which are: