Four Banding Alternatives

Exercise - Four Banding Alternatives Banana Computers Banana Computers is a well-established personal computer (PC) manufacturer. Designers and computer enthusiasts alike prefer the brand and it has a cult following all over the World. Banana is innovative and creative. Your Task. Apply the Four Banding Alternatives to the scenario of Banana Computers. How should they progress with their branding strategy?

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Strategic Condition Matrix1

Strategic Condition Matrix A-This SBU is one of the biggest and oldest brands of lens photographical lenses in the World. It used to be the biggest supplier of lenses to both professional and amateur photographers, before the growth and current dominance of digital cameras. It needs to invest in a change programme that will downsize its business and give it a new and rejuvenated strategic direction. Ans: Weak/Aging - Manage for change if the brand can be rejuvenated, or with draw. B - This SBU manufactures high technology lasers that are used in the manufacture of specialist components for the production of aircraft. It has a number of unique patents as well as a 10 year contract with the World's largest aircraft manufacturer. Ans: Dominant/Growth - Act offensively and grow business. Be prepared to defend your position from competitors with rival solutions. C - This SBU is photocopier manufacturer that is currently under increasing attack from budget priced competitors that offer a...

Promotion.

Another one of the 4P's is 'promotion'. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil H.Borden's marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign. The elements of the promotions mix are: Personal Selling. Sales Promotion. Public Relations. Direct Mail. Trade Fairs and Exhibitions. Advertising. Sponsorship. The elements of the promotions mix are integrated to form a coherent campaign. As with all forms of communication. The message from the marketer follows the 'communications process' as illustrated above. For example, a radio advert is made for a car manufacturer. The car manu...

The Philosophy and Theory of Marketing

The Philosophy and Theory of Marketing The History of Marketing Marketing has many definitions, too many to considered here. Gibson et al (1993) found over 100 definitions and argued that no single definition of marketing should be aimed for since it might limit the future development of marketing as an academic discipline. The academic discipline of marketing has core schools of thought, where marketing is seen as either a philosophy or as a function. Where marketing is considered a philosophy, the marketing concept is embedded in management thought. With the alternative view, where marketing is a function within a business, marketing is seen as a department, in the same way as accounting or personnel. The History of Marketing The history of marketing can be divided into three stages when considering the development of the marketing concept namely the emergence of the mass market ca 1850, the articulation of the modern marketing concept ca 1960, and the transition from the emphas...

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