Case Study Brand Jordan Selling a Legend - 4290 Words

Case Study Brand Jordan: Selling a Legend Introduction March 2006 – Larry Miller, President of The Jordan Brand, finally had a few moments to relax. He sat in his office in the Jerry Rice Building at the Nike World Campus in Beaverton, Oregon, taking in the late afternoon sun. The latest advertising campaign was a success and sales were at an all-time high. But Miller knew that now was the time to plan for tomorrow’s success. He turned to the briefs on his desk, which contained various recommendations about how to improve the Jordan Brand’s collection of athlete endorsers. Four potential endorsers in particular stood out, each representing a new strategic direction for the brand to take. Miller needed to decide which, if any, of†¦show more content†¦In 1996, he appeared in a movie called Space Jam, in which he received top billing along with cartoon character Bugs Bunny. He again proved to be a trendsetter as athletes began to appear more often in feature films and endorse more products unrelated to s ports. Certain people within Nike, among them Howard White and Tinker Hatfield, believed very early on that Jordan could be much more than an athlete who endorsed shoes. As early as 1988, there were plans to start a brand around Michael’s unique personality and wide appeal (see Appendix X). Michael Jordan Achieves Immortality Between 1991 and 1998, Jordan won six NBA titles with the Chicago Bulls and an Olympic Gold medal for the U.S. Basketball team. Having also earned five MVP awards and ten NBA scoring titles, he became one of the most decorated athletes of all time. After winning three consecutive NBA championships concluding with the 1992-93 season, Jordan retired from basketball in order to compete as a professional baseball player. After a short and mediocre baseball career, he returned to play for the Chicago Bulls in 1995. Every bit as much the leader and competitor he had been before, Jordan won another three consecutive NBA championships before retiring once again after the 1997-98 season. Jordan also accumulated many famous moments such as game winning shots and extraordinarily athletic plays that helped to define hisShow MoreRelatedRevitalizing Snapple: A Case Study Report2891 Words   |  12 Pagesï » ¿Revitalizing Snapple: A Case Study Report Introduction From 1972-1993 Snapple Fruit Juice Company flourished while many startup premium fruit drinks struggled and, in many cases, failed. In fact, most of Snapples successful competitors during this time were sold to larger distribution companies allowing Snapple to create a Brand image and distribution alliance for the smaller guy. 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Assessment Of Teaching And Learning - 1400 Words

Assessment for Learing (AfL) forms a critical feature of teaching in the present day – more and more it is becoming a focal point of the teaching practice. It is becoming a key component of lesson planning and is an aspect of teaching and learning AfL forms part of teaching standard 6 â€Å"make accurate and productive use of assessment† (Department for Education, 2011) and this includes both summative and formative assessment. Formerly, the focus of teaching and of lesson planning was heavily weighted towards summative assessment which can be defined as occurring when teachers â€Å"evaluate a final product. 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Beijing Market Entry Strategy Free Essays

Beijing market entry strategy for Frozen Food This report aims to analyze the entry of frozen Beijing market. Use a SWOT analysis approach analyzes the company’s strengths, weaknesses, opportunities and threats. The report has identified a marketing strategy of entry that will help our company to enter the market effectively. We will write a custom essay sample on Beijing Market Entry Strategy or any similar topic only for you Order Now Contains: 1 Summary of the company 2 Frozen market in Beijing 3 SWOT analysis 4 Marketing strategy suggested input. Summary of the company Our frozen food company is only imaginary for this work. This is a company that wants to enter the Beijing market and it conducts a study to define the entry strategy. Our company sells all kinds of frozen food from cans to larger products. For now only work in Europe and we are planning to expand in the world soon. Frozen market in Beijing The frozen food market in Beijing is currently booming in China is expected to grow 16. 1 billion in 2012, mainly concentrated in big cities like Beijing and Hong Kong. The annual demand for frozen products is growing around a 3-4% in Beijing, provided by Datamonitor 2009 Is such an increase, now, ASIAN SEAFOOD exposure has a new section called Frozen Food Asia, there is provided a forum for buyers to be face to face with suppliers of frozen food in several categories, which are the most important: Ready meals, Chilled and frozen meat products, Frozen fish, Seafood, Vegetables, Potato products, Fruit, Pizza, Bakery products, Cheese, Ice cream, Desserts SWOT ANALYSIS As our company wants to expand and take advantage of the boom that is taking frozen food in Beijing, you need to analyze the market. This section analyzes the company in terms of market Beijing adopting the SWOT approach. Strengths | Weaknesses | High Quality Products| Poor Operate systemExistence of large companies in the sectorUnfamiliar brand| Opportunities | Threats | Rise of frozen food in Beijing Growing | Rising raw material prices| Strengths High Quality Products For the development of our products use high quality raw materials. It is this Which Helps the holding company its competitive advantages. Undoubtedly This value will make the company easy to Developing its new market. Weaknesses Poor Operate system The control overhead is one of the weaknesses that impede the growth of the company. Investment in research and advertising are very low in relation to its competitors. Also the management system of the company is also quite poor. Existence of largue companies in the sector There are already large companies in the Beijing market, and this is very opposed to seize important part of the market share. Unfamiliar brand Being a brand new, we have the problem that we are not known, and this makes it difficult for the company at first, because it affects sales. Opportunities Rise of frozen food in Beijing Growing We know that the frozen food market is constantly growing in Beijing, this will affect very positively to our company. Threats Rising raw material prices With the price of basic food and feed commodities on the rise, food manufacturers are increasingly facing pressure on their margins. In our company we use basic raw materials in large amounts. If raw material prices continual rise, it would thus lead to increased pressure on the company’s margins. MARKETING PLAN FOR THE FROZEN FOOD COMPANY Expand into the market for frozen food Beijing can succeed, because other companies already have. But for this we must make a general strategy and go step by step with the plans. The strategy refers to the innovation of feedback regarding the traditional values of the company. This calls for new product innovation strategy, distribution channels, sales promotion and development of new markets as well. The entrance to the Chinese market frozen food, in particular, requires that the plan adequately prepared as presented below. The process of globalisation has witnessed the rapid growth of international activities (Frank 1994). Once a firm expands its operations outside the borders of its own nation-state and outside the dominance of its own home culture, the influence of the host countries’ national cultures becomes reality (Fatehi 1996). Conducting business across international boundaries requires interaction with people and their organizations nurtured in different cultural environments (Kale and Barnes, 1992). Therefore the need for knowledge and understanding of the social-cultural difference between host country and home country becomes of paramount importance. For most western people, China is still a mystic country owing to its cultural features being completely different from those of western countries (Ghauri et al, 2001). Indeed, the traditional Chinese culture, in which Confucian philosophy is dominant, is a high context culture, which is opposite to western culture which is low context. It also has its own incredibly complex Chinese condition (guo qing), which always confuses western people (Ghauri et al, 2001). All of these make western negotiators feel difficult and confused when they negotiate with Chinese negotiators. Many failed negotiations are caused by the poor understanding of Chinese culture or lacking of awareness of the Chinese business negotiation style (Kirkbride, Tang ; Westwood, 1998). This is why more and more scholars are studying Sino-Western Business Negotiation in order to be more effective in negotiations with Chinese. CHOOSING A STRATEGY FOR ENTRY IN THE MARKET Choosing appropriate entry strategy To compare with its counterparts, our company has missed an early chance to develop the Chinese market. However, it may enjoy the advantages over the follower strategy in terms of initial market costs and questionable effectiveness. Indeed, for pioneer entrants, some factors such as demand uncertainty, entry scale, advertising intensity, entry time of followers, and the scope of the economy are all risk. Now for Our Frozen Food Company, it is more easily to develop effective entry strategy into the emerging market in Beijing. Moreover, studies have demonstrated that those innovative late entrants grow faster than pioneers and have higher market potentials and repeat sales rates. Moreover, they can slow the pioneer’s growth and reduce its marketing spending effectiveness. Nonetheless, in doing so as innovative late entrants, apart from the above mentioned general innovation strategy, the company needs to study how to build its distribution channel in short order and to develop it market share. In so doing, an effective way is to set up joint venture through the Frozen Food Company for to find an appropriate counterpart to merge it and use its distribution channel and factories. This strategy has been evidenced by many examples. Conclusion This work has analysed the FROZEN FOOD COMPANY case, to look at its entry strategy to Beijing of frozen food market. Although our company currently runs smoothly, it has to seek for new income point if it is fighting survival in the future. The Beijing frozen food market as an emerging market, although it is also competitive, provides a great potential to increase income. The company have its key strengths in developing new market, and it is right time to think about its future. However, the weaknesses accompanied with the company could be risk in developing new market, as well as external environment. In general, our company may make success in entry to Beijing frozen food market if following a proper marketing strategy. How to cite Beijing Market Entry Strategy, Papers