Secondary data exercise Case Study Example | Topics and Well Written Essays - 1750 words

Secondary data exercise - Case Study Example In recent corporate history, if there is one company which had demonstrated exemplary leadership and admirable resilience, to pull back itself from an imminent collapse, it could be none other than Marks & Spencer, the Retail Stores legend of the UK. The main plank on which it staked its entire hope was its compelling and convincing advertisement strategy. When the decline was confirmed and could not be ignored any more, the company under the guidance of Sir Stuart Rose as its new chairman decided to take the bull by the horn. How it girdled up its loin and strained every nerve to successfully tide over crisis after crisis, is an interesting corporate story. 2. Analysis for the causes, and drafting the remedial measures: An objective analysis brought out the following serious anomalies staring at the face of M&S, (the later shorter logo version of Marks &Spencer): sales were steadily dwindling (the worst was during 2004-2006), customers were slowly moving away since their preferences and what M&S offered didn't match very often, customer service offered by M&S was below par and competitor pressure was mounting. Now the company had very little option. They had to undertake damage-control measures quickly to restore the sagging confidence of even their most loyal customers. Strategic planning and supportive ad campaign came to their rescue, and once they stabilised their standing, then there was no looking back at all. They concentrated more on Communication Strategy to woo the customers back to their showrooms. The advertisement campaigns occupied the prime spot in the marketing communication activities. 3. What is advertising and its significance: What it can do and what it cannot do : Advertising is the core element of any marketing communication which aims to connect the business with its customers. "Advertising can be defined as any paid form of non-personal presentation and communication through mass media. The main aim of advertising is to sell to a wide mix of consumers and also to induce repeat purchases". Again " the main objectives of advertising are creating awareness about a product or store, create a desire to want a product, to communicate the store's policy on various issues, to help in repositioning of the store in the mind of the consumer and to increase the sales of specific categories or to generate short term cash flow by way of a sale, bargain offers or clearance sales. Advertisement can also help in reinforcing the retailer's corporate identity."1 (Swapna Pradhan, 2007) This aspect of recreating the retailer's corporate identity and repositioning the store in th e minds of the consumers weighed heavily with M&S management who decided to launch a dynamic drive into the consumers private preferences in an effective manner. But they were also aware of the limitations of a mere advertisement campaign alone . Primarily communication is used to inform the customers about the retailer, the merchandise and the services. Beyond that it could achieve pretty little of any worth. "It is believed that every brand contact delivers an impression that can strengthen or weaken the consumer's view of the company."2 ( Philip Kotler). So they decided to adequately back it up with a lot of image booster as well as

Imperial Chemical Industries Essay Example | Topics and Well Written Essays - 2000 words

Imperial Chemical Industries - Essay Example The technology could either be innovative products that satisfy customer needs and wants or technology that offers cost competitiveness (Annual Report and Accounts 2005, 149; Science & Technology, online). A few factors in the economical environment are influential on profitability, especially since ICI operates worldwide in over 50 countries. They include domestic and international recession, tariffs and trade barriers, exchange controls, fluctuations in national currencies, foreign exchange exposure, and cyclical fluctuations of the industries and economies in which its businesses operate (Annual Report and Accounts 2005, 149-150; Investor Relations: Financial Performance: Risk Management, online). There are many factors in the legal environment that are particularly influential on profitability. They arise from worldwide operation, exposure to consumer markets, rules governing fair competition and corporate governance, and contractual obligations. ICI worldwide operation requires compliance with a range of foreign laws, regulations and standards that are expensive. Moreover, the difficulty of enforcing legal claims and agreements through some foreign legal systems will also affect profitability. Lastly, unforeseen changes in local laws, regulations, and standards in developing countries could affect ICI's profitability (Annual Report and Accounts 2005, 150). ICI's exposure to consumer markets exposes it to legal risks, regulation and potential liabilities from product liability claims asserted by consumers, which could have an adverse effect on profitability. A significant proportion of ICI's products is sold directly or indirectly to end-user consumers, even if ICI does not itself provide these products directly to consumers. Specifically, the laws and regulations to which ICI are exposed are environmental, health, and safety. Environmental, health, and safety laws and regulations include those concerning pollution, the health and safety of employees, protection of the public, protection of the environment and the generation, storage, handling, transportation, treatment, disposal and remediation of hazardous substances and waste materials. These regulations and standards are becoming increasingly stringent. ICI is also subject to inspections and monitoring by the relevant enforcement authorities. ICI also requires relevant permits and a pprovals for its operations that require compliance with their terms and which may be subject to renewal, modification and, in some circumstances, revocation. Violations of applicable laws, regulations and standards, could result in losses in the form of damages, fines or other sanctions, increased costs of compliance as well as reputational damage (Annual Report and Accounts 2005, 151). With regard to environmental laws and regulations, ICI is subject to soil and groundwater remediation, that in the future may require it to take action to correct effects on the environment of prior disposal or release of chemical substances. With regard to safety and health laws and regulations, The Glidden Company (Glidden), a wholly owned subsidiary