«Innovation, a crucial dilemma to be successful.
Innovating is crucial for a company in order to satisfy its customers ‘expectations and to cope with the competition in a market place which is everyday more and more challenging. However, coping...» Document abstract
$9.95
77 pdf format
Language : english
marketing
theses
date published
04/02/2006
review : not yet assessed
level : Expert
requested 1 times
SummaryInnovation, a crucial dilemma to be successful.
Innovating is crucial for a company in order to satisfy its customers ‘expectations and to cope with the competition in a market place which is everyday more and more challenging. However, coping with the competition doesn’t mean offering products which are somehow better or cheaper than the competition. Not at all. One must differentiate itself from the competition by offering innovative products, and the only way to be acknowledged as an innovative company is to stand one step further than the competition. Of course, it is easier to say than to implement.
Indeed, most of the companies try to innovate to rejuvenate their portfolio and to meet new trends. However, around 90% of the new mass consumer goods launched in Europe are failures compared to 95% rate in the USA . It is quite worrying and it is not only a reality in the mass consumer good market but also in all the rapidly evolving markets. These rates also stress the importance of new product development processes which can be used as major tools to decrease these risks of failures.
Most companies implement the traditional marketing research methods to generate new ideas, to develop and assess potential new concepts. These methods often try to discover new customer needs by analyzing customer complaints, buying patterns, preferences and enable to test the rate of customer acceptance once a prototype has been created through customer testing, pre-test market etc. However, these methods rarely offer insights to identify innovations that could have already been developed by users.
A professor of the MIT Sloan School of Management focused his studies on this poorly-known side of the new product development process. Prof. Eric von Hipple then defined the Lead User Method, a method designed to deepen our understanding of the innovation process and to improve the success of new product development by identifying who he calls “Lead users”.
Thus, a company undertaking a new product development process will experience a lot of pressure due to the high rates of new product failures.
How could we decrease the risks of failures and thus improve the chances of success of new products? Would the Lead user method provide a solution? Would it help better assess the needs and trends of the market and design a product that will fit these needs and trends?
This thesis will be aimed at understanding the reasons linked to new product failures and at assessing the conventional new product development methods and the Lead user method in order to provide an hypothesis that will improve the chances of success of new products.
Table of Contents- THE INNOVATION PROCESS: TYPOLOGY OF INNOVATIONS AND
- TYPOLOGY OF INNOVATIONS
- TYPOLOGY OF RISKS LINKED TO INNOVATION
- INPUTS PROVIDED BY TRADITIONAL NEW PRODUCT
- STEPS OF THE TRADITIONAL RESEARCH METHOD FOR NEW PRODUCT DEVELOPMENT
- THE ADOPTER CATEGORIZATION DURING INNOVATION DIFFUSION PROCESS
- ASSETS AND LIMITS OF THESE METHODS
- THE LEAD USER METHOD: A KEY TO SUCCESSFUL INNOVATION?
- DEFINITION OF THE LEAD USERS
- STEPS OF THE LEAD USER METHOD
- ASSESSING THE VALUE OF THE LEAD USER METHOD
- ASSESSING THE LEAD USER METHOD AS AN ASSET TO INNOVATE IN THE CLINICAL AND SCIENTIFIC RESEARCH
- PRESENTATION OF THE COMPANY
- THE STRATEGY OF INNOVATION WITHIN VENTANA
«Direct mail can be considered as any unsolicited printed material sent directly through the mail or somehow delivered to prospective customers or contributors. Anything from catalogs, flyers, newsletters or brochures or any similar promotional...» Document abstract
$8.95
9 word format
Language : english
marketing
case study
date published
21/01/2006
review : not yet assessed
level : Expert
requested 48 times
SummaryDirect mail can be considered as any unsolicited printed material sent directly through the mail or somehow delivered to prospective customers or contributors. Anything from catalogs, flyers, newsletters or brochures or any similar promotional advertisements can be considered direct mail. Prospective and existing clients can benefit from receiving the direct mail advertisement. Prospective clients can benefit from awareness of a product or sales promotion that they may not have known existed.
Table of Contents- Direct Mail
- Effects of Technological Advances
- Legal Precedence
- Economic Impact
- Typical Users of Direct Mail
- Direct Mail as part of Integrated Marketing Communications (IMC)
- Close the sale
- Complete Information
- Pros and Cons of Direct-Mailing
- The pros
- The cons
- How it is measured
- Coupons
- Mail-in Forms
- How it is purchased
- Production and Handling
- McDonald's use of Direct-Mailing
- Objectives
- Increase Demand
- Increase Product Consumption
- Increase Frequency of Visits
- Target audience
- The Integrated Marketing Campaign
«We have decided to study the company Unilever for several reasons. Firstly, Unilever is a European company that is one of the biggest multinational in the world. Secondly, as we have chosen to study the corporate culture of multinationals, Unilever...» Document abstract
$9.95
18 word format
Language : english
management
theses
date published
30/12/2005
review : not yet assessed
level : Expert
requested 1 times
SummaryWe have decided to study the company Unilever for several reasons. Firstly, Unilever is a European company that is one of the biggest multinational in the world. Secondly, as we have chosen to study the corporate culture of multinationals, Unilever presents a quite particular corporate culture. Indeed, as opposed to most of other multinationals, Unilever presents values based on human relationships and local autonomy. Finally, we had the opportunity to get an interview with a Unilever’s executive called Stéphane Verhaeren. He is Brand Manager for Knorr Culinary Aids.
Unilever is an Anglo-Dutch company which owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs more than 247,000 people and had a worldwide revenue of 48 760 million euro in 2004. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. The current non-executive Chairman of Unilever N.V. and PLC is Antony Burgmans while Patrick Cescau is Group Chief Executive. Unilever's major competitors include Nestlé and Procter & Gamble.
Unilever is an Anglo-Dutch company which owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs more than 247,000 people and had a worldwide revenue of 48 760 million euro in 2004. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. The current non-executive Chairman of Unilever N.V. and PLC is Antony Burgmans while Patrick Cescau is Group Chief Executive. Unilever's major competitors include Nestlé and Procter & Gamble.
Table of Contents- The history of Unilever
- Corporate culture theory
- Hofstede's cultural dimension
- Description of the management style
- Sociability and solidarity: Two Dimensions, Four Cultures
- Practical case: Unilever
- Description of Unilever's culture
- Harmonization of corporate culture in Unilever
Les internautes ont également acheté «Israel as a formal State is a new country, but its influence as an economically dynamic partner worldwide is undeniable despite the poorness of its natural resources and the war.
At the start, its population was 806 000 in 1948 but it has been...» Document abstract
$6.95
7 word format
Language : english
management
presentation
date published
17/01/2005
review : not yet assessed
level : Advanced
requested 34 times
Summary Israel as a formal State is a new country, but its influence as an economically dynamic partner worldwide is undeniable despite the poorness of its natural resources and the war.
At the start, its population was 806 000 in 1948 but it has been estimated in 2003 to be more than 6.5 million people, composed by 81% of Jews, 16.7% of Arabic Muslims, 1.1% Arabic Christians and 1.2% of Druses. Actually, since its creation, a lot of immigrants came to live in Israel and especially in the 90's with a large number of Russians Jews (more than 1 million). Its population is therefore very multicultural.
The economy of Israel has changed incredibly in the past 20 years: even though the Israeli-Palestinian conflict has been a major issue, Israel managed to become a rich, advanced and technological country, as it was before simply an emerging country in terms of economical development. This change has been possible because the State has a very high qualified population and has concentrated its attention on developing new technologies.
But Israel remains a mix between tradition and modernity and this specificity tends to reflect on the management. The issues are numerous and complex: how does Israel deal with internationalization and globalization? What is the traditional management and what kind of changes does it have to initiate to face this globalization, to promote exports and play a major role on the international scene?
We will first expose below how tradition does influence the Israeli business and then the changes that have been initiated at several degrees for the Israeli business to stay competitive and efficient.
...
At the start, its population was 806 000 in 1948 but it has been estimated in 2003 to be more than 6.5 million people, composed by 81% of Jews, 16.7% of Arabic Muslims, 1.1% Arabic Christians and 1.2% of Druses. Actually, since its creation, a lot of immigrants came to live in Israel and especially in the 90's with a large number of Russians Jews (more than 1 million). Its population is therefore very multicultural.
The economy of Israel has changed incredibly in the past 20 years: even though the Israeli-Palestinian conflict has been a major issue, Israel managed to become a rich, advanced and technological country, as it was before simply an emerging country in terms of economical development. This change has been possible because the State has a very high qualified population and has concentrated its attention on developing new technologies.
But Israel remains a mix between tradition and modernity and this specificity tends to reflect on the management. The issues are numerous and complex: how does Israel deal with internationalization and globalization? What is the traditional management and what kind of changes does it have to initiate to face this globalization, to promote exports and play a major role on the international scene?
We will first expose below how tradition does influence the Israeli business and then the changes that have been initiated at several degrees for the Israeli business to stay competitive and efficient.
...
Table of Contents- The influence of tradition on management.
- The competitive advantage of Israel.
- The kibbutz: an old form of economical organization and another vision of property.
- The Israeli managerial exception.
- Changes and influence of the United States.
- New programs to improve management.
- Loss of tradition due to globalization and implementation of ethic codes in business.
- Influence of Israeli military management on multinational groups : example of Nestlé and Unilever.
«1. General information on the company
A. SABMiller historical
B. Important figures
C. International policy
1. The main international events
2. The case of China
3. Analysis of the SAB International policy
2. Analysis of the Chinese...» Document abstract
$9.95
31 word format
Language : english
business strategy
market study
date published
16/01/2005
review : not yet assessed
level : Advanced
requested 348 times
Summary 1. General information on the company
A. SABMiller historical
B. Important figures
C. International policy
1. The main international events
2. The case of China
3. Analysis of the SAB International policy
2. Analysis of the Chinese beer market
A. Characteristics of the Chinese beer market
B. The risk analysis
C. Key lessons to break into the market
„h The way of entrance
„h Positioning
„h The price
„h The experience
„h Geographic spread
3. Analysis of the strategic position and recommendation
A. The Mc Kinsey Matrix (The Beverage market)
B. The BCG Matrix
C. Porter's Five forces model
...
A. SABMiller historical
B. Important figures
C. International policy
1. The main international events
2. The case of China
3. Analysis of the SAB International policy
2. Analysis of the Chinese beer market
A. Characteristics of the Chinese beer market
B. The risk analysis
C. Key lessons to break into the market
„h The way of entrance
„h Positioning
„h The price
„h The experience
„h Geographic spread
3. Analysis of the strategic position and recommendation
A. The Mc Kinsey Matrix (The Beverage market)
B. The BCG Matrix
C. Porter's Five forces model
...
Table of Contents- General information on the company.
- SABMiller historical.
- Important figures.
- International policy .
- Analysis of the Chinese beer market.
- Characteristics of the Chinese beer market.
- The risk analysis (SWOT).
- Key lessons to break into the market.
- Analysis of the strategic position and recommendation.
- The Mc Kinsey Matrix (The Beverage market).
- The BCG Matrix .
- Porter's Five forces model.
Les internautes ont également acheté «Rainy, Steady, Go's aim is to install vending machines selling cheap emergency umbrellas in tube stations in London. Our market is for people of all sexes and ages who have forgotten their umbrellas. We have two streams of income:
1. Sales of...» Document abstract
$9.95
27 word format
Language : english
marketing
theses
date published
02/12/2004
review : not yet assessed
level : Advanced
requested 69 times
Summary Rainy, Steady, Go's aim is to install vending machines selling cheap emergency umbrellas in tube stations in London. Our market is for people of all sexes and ages who have forgotten their umbrellas. We have two streams of income:
1. Sales of umbrellas
2. Advertisements on umbrellas
Since our product launch six months ago (installation of umbrella vending machines in 20 London tube stations) we have worked to ensure that the umbrella vending concept was one where there was a niche in the market and that allowed us to make profits. In the medium term, we plan to expand to other English cities (Birmingham, Liverpool, Manchester, Bristol, Leeds) where we will encounter a similar environment as in London. Furthermore we will diversify our product line by introducing “emergency” raincoats and colourful umbrellas for kids...
1. Sales of umbrellas
2. Advertisements on umbrellas
Since our product launch six months ago (installation of umbrella vending machines in 20 London tube stations) we have worked to ensure that the umbrella vending concept was one where there was a niche in the market and that allowed us to make profits. In the medium term, we plan to expand to other English cities (Birmingham, Liverpool, Manchester, Bristol, Leeds) where we will encounter a similar environment as in London. Furthermore we will diversify our product line by introducing “emergency” raincoats and colourful umbrellas for kids...
Table of Contents- Executive summary.
- Company summary.
- Products.
- Market analysis summary.
- Strategy and implementation summary.
- Management summary.
- Financial plan.
«Moreover, the French and Canadian governments have recently tried to strengthen their business relationships, and encourage trade between them. It may be very interesting for the French toy industry to penetrate the Canadian market as its presence...» Document abstract
$9.95
20 word format
Language : english
business strategy
market study
date published
07/10/2004
review : not yet assessed
level : Expert
requested 94 times
Summary Moreover, the French and Canadian governments have recently tried to strengthen their business relationships, and encourage trade between them. It may be very interesting for the French toy industry to penetrate the Canadian market as its presence there remains reduced, and Canada seems an excellent destination due to the opportunities that such a market creates. It may also revive the French national toy industry.
In a first part, we will make a market survey of similar products in Canada, making an overview of the market and studying the evolution of the toy sector. Then, in a second part, we will analyze the transport network which is a key factor in international trade. And we will finally weigh the feasibility of the project...
In a first part, we will make a market survey of similar products in Canada, making an overview of the market and studying the evolution of the toy sector. Then, in a second part, we will analyze the transport network which is a key factor in international trade. And we will finally weigh the feasibility of the project...
Table of Contents- Market survey of similar products in Canada.
- Overview of the Canadian market.
- The supply.
- The demand : the Canadian consumer.
- Analysis of transport means, distribution channels and norms.
- Transport means.
- Distribution channels.
- Norms.
- Taxes.
- Recommendation of feasibility or non feasibility.
- Feasibility.
- Pending difficulties.
«The International Data Corporation’s Information Society Index 1999 ranked Singapore as the 4th most dominant information-driven economy and society in the world, after the US, Sweden, and Finland.
The World Teleport Association named Singapore...» Document abstract
$9.95
41 slides .ppt
Language : english
business strategy
market study
date published
12/05/2002
review : not yet assessed
level : Expert
requested 39 times
SummaryThe International Data Corporation’s Information Society Index 1999 ranked Singapore as the 4th most dominant information-driven economy and society in the world, after the US, Sweden, and Finland.
The World Teleport Association named Singapore the 1999 Intelligent City of the Year.
The digital economy and market...
Table of Contents- Country Profile
- Infrastructure for IT in Singapore
- Government IT Initiative Sites
- Hardware Sites
- Internet Services Sites
- IT Services Sites
- Software Sites
- User Groups Sites
- Web Directories Sites
- E-commerce Web Infrastructure for People
- Information Technology Outlook in Singapore
- IT Contribution to GDP
- FDI in Singapore
- Digital Divide in Singapore
- Singapore Regional Cooperation
- Singapore Cooperation Programme
- Bilateral Technical Assistance Programme
- Singapore Third Country Programme
- Going through the New Economy
- Singapore is comparing with OECD
«Thaï beer market: market environment, beer consumption, key players, market share, pricing, major brands. Market niche. Powerpoint document.
Population: Over 60 million.
GNP per capita: 2,740 USD and increasing rapidly, providing a growing...» Document abstract
$9.95
19 slides .ppt
Language : english
marketing
market study
date published
12/05/2002
review : not yet assessed
level : Expert
requested 85 times
SummaryThaï beer market: market environment, beer consumption, key players, market share, pricing, major brands. Market niche. Powerpoint document.
Population: Over 60 million.
GNP per capita: 2,740 USD and increasing rapidly, providing a growing demand for beer.
GDP per capital : 700 USD.
Tourism continues to be an important element in promoting economic recovery, accounting for about 5% of GDP.
Table of Contents- THAI BEER MARKET
- Market Environment
- Beer Consumption
- Key Players
- Market Shares
- Pricing
- Major Brands
- MARKET NICHES
«Not surprisingly, according to its diversity, Indonesian culture has abundances of subtle values, and concepts. Therefore I will now outline some of these values, actually the ones that I believe to be the most significant and important, in order to...» Document abstract
$6.95
7 word format
Language : english
management
case study
date published
08/05/2002
review : not yet assessed
level : Advanced
requested 57 times
Summary Not surprisingly, according to its diversity, Indonesian culture has abundances of subtle values, and concepts. Therefore I will now outline some of these values, actually the ones that I believe to be the most significant and important, in order to understand Indonesia's atmosphere, and people's mentality...
Table of Contents- Selamatan
- Sense of Time
- From Face to Shame
- Business etiquette
- Relations
- Appearances
- The concepts of Asal Bapak Senang and individual responsibility
- Employee motivation
- Behaviour tips
- Communication tips
- General information
- Funny tips
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