Based on Best Global Brands 2022: How has Apple achieved being number one in its high brand value and what can it do to continue it's growth in brand value for the future?
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Based on Best Global Brands 2022: How has Apple achieved being number one in its high brand value and what can it do to continue it's growth in brand value for the future?
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- 10:54 E Y & marketing - Saved This document contains ink, shapes and images that. Starbucks: Brewing a worldwide Experience Starbucks is an American which have been founded in 1971 to strategic move into coffechouse in the mid-1980s, to its entry into international market in the mid-1990s. The company entered England by purchasing the Seattle Coffee Company 1998 and the ventured into continental Europe in early 2001 by entering Switzerland. In the late 2001, it took its boldest step by entering Austria, with its 1900 existing coffee shops-one for cach 530 Austrian citizens. Their initial vision was to educate customers about coffee but the later ventured into other arecas such pastries, ice creams etc. Starbucks emerged as an entertainment destination offering the delight to experience discussion on books, music and movies associations. Starbuck customers visits the stores frequently averaging 18 times per month. Its coffee is however not low priced relative to other coffee options,…“ The Tata Nano car has been labeled the Model T for the twenty-first century. Selling for $2,500, it claims to be the world's cheapest car and could democratize car ownership in indian and other emerging markets by fulfilling the dream of a lot of people in those countries who would like to own a car. Do you see potential for the Nano beyond India? Why or why not? If yes, what criteria would you use to select markets? Could Tata even launch the car in developed markets such as Hong Kong or Japan? Why or why not? For a visual impression of the Nano, view these YouTube clips (see, for example, http://www.youtube.com/watch?v=wzuy3Aw0iDo).”How did Walgreens use its alliance with Alliance Boots to gain sustainable global competitive advantage?
- As one of the top five coffee buyers in the world, Starbucks’ actions have significant influence over the industry as a whole, but have also been a source of negative publicity for the company in the past. Among other things, Starbucks has been accused of profiting at the expense of coffee growers, whose livelihoods rise and fall in line with the wildly fluctuating global market price for coffee, which can generate a situation where the market price of coffee falls below the cost of production. Coffee was not only the first consumer product to by widely available as a Fairtrade certified product; it is also one of the most popular. Today, fair trade coffee makes up “20 per cent of the UK retail sales of ground coffee” and “70% of the [total] US fair trade market.” Due to high-profile NGO campaigns and firm responses, public awareness about fair trade issues is growing. As a result of the combination of growing awareness of fair trade, in general, and the growing popularity of fair…Nike: A Case Study Nike is a household name when it comes to sports apparel and equipment. It has worked hard to burnish its image, especially by garnering endorsements from big names in the sports world, such as Michael Jordan. But in 1996 its silver image began to tarnish. It knew it was in trouble when an article on child labor in Pakistan appeared in Life magazine with a picture of a 12-year-old boy sewing a Nike soccer ball in a factory, and activists started showing up in front of Nike outlets holding posters with the boy’s picture on it. Although child labor is illegal in Pakistan, the law is not enforced and child labor is widespread. The factory in ques-tion was not run by Nike, but by a subcontractor or supplier. Nonetheless, Nike was held responsible by many, especially in the United States and Canada. One immediate result was a “Boycott Nike” movement, which continued to monitor and report on Nike’s actions.1 Nor was the report from Pakistan an isolated incident for Nike.…What can Nike do to improve and achieve more Sustainable Development Goals?
- •Disney lost more than $30 million in 2011 on its Hong Kong Disney theme park yet plans to open another in Shanghai •There is one business niche in China where Disney is thriving: English Education, with its Disney English school program •Disney claims its schools were created solely to teach English but it has a unique marketing opportunity with young children and their parents ?Why do you think Disney has decided to open up a larger park in Shanghai? ?Why has Disney English been such a successful program? ?How might the Disney English program indirectly market the theme parks?Back in 2010, PepsiCo opted to shift gears, abandoning its traditional marketing approach and instead embark on an entirely new marketing strategy entitled the Pepsi Refresh Project. Read the case study provided and subsequent article (see links that follow or download from the Course Resources section on this page) along with any additional reading you choose. In hindsight, what are the some of the key learnings from the Pepsi Refresh project that can guide IMC campaigns going forward?When expanding outside of the US, what competitive advantages does WalMart bring into the new markets? And, what disadvantages does it have?
