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Sample essay topic, essay writing: Marketing Golfball In Sweeden - 2077 words
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.. activities; the mix of branches diversifications/specialization and intersectoral relationships (linkages) in the local economy; the structure and evolution of enterprises (sizes, branches-origin, ownership, degree of integration local nation, international (markets), and the social formation of production.Technical and Transportation InfrastructureIn terms of technological parts, the regional universities constitute important actors together with local businesses in creating economic dynamism. One example is Umea University that has made a large investment in information technology in the Umea Centre for Interaction Technology (UCTI). This is a multi-disciplinary research center focusing on interaction between human, information and computers. Researcher form various areas cooperate to solve problems of transition from the industrial to the information society.
Several municipalities, including the LWPN's, are actively trying to attract investments in these new areas that are often concentrate in large regional centers, where a more complete business-related infrastructure exists.Transport infrastructure has a special importance when dealing with a peripheral region as Southern Sweden. This is true since "transportation infrastructure" has a cost reducing or output increasing impact on the economic activities and therefore improves the attractiveness and economic performance of a region. In general terms the region is relatively well served of transport infrastructure.Political and LegalIn Sweden, regional policy and policy directed to rural areas is traditionally strongly interlinked. Regional policy was introduced as "localization policy" in the mid-60's aiming to increase economic effectiveness by improving regional balance in the country. This was done by state subsidies, which should stimulate industrial investments in the large sparsely populated areas of Southern Sweden, which were hit by structural change and depopulation
Additionally, the idea of equal living conditions all over the country and the to live and work wherever one wants are connected to this policy (Norberg, 1999, p.85-89). During the following decades the state obtained a strong position in the Swedish setting, allowing redistributing 53 percent of the income differences in the mid-80's, which had a positive spatial effect providing an almost equal income in remote rural areas as well as in city regions in the end of the 89's (Westholm, 1999).Within the past years, considerable changes occurred, which had an impact on the role of Swedish state. An important aspect was Sweden's decision to enter the EU, which demanded adjustments by the institutional setting, for instance, to fulfill the requirements of EU regional policy (Naringsdepartementet, 2000).Natural Resource Market PerformancePriorities on environmental protection and bio-diversity have increased environmental regulations and have affected natural resources uses and practices (protected areas, agro-environmental practices, environmental impact assessment of investments). However, regardless the study area, protection of natural areas is not perceived by Fantastic Golf Ball as factor that limit economic development in the region.CulturalMulticulturality in rural areas is perceived either as a potential resource that might contribute to the economic development, or as a burden for the hosting society. It is the opinion of Fantastic Golf Ball that areas that are able to take advantage of being a multicultural community tend to be economically better off.An important point to make here is the fact the "culture" in a strict meaning and "willingness to build networks' should be strongly related to economic performance, not in the collective sense, rather in the individual one.Social Environment"Culture" subsumes here local traditions, identity, values and beliefs, attitudes, religion, history and leadership as well as political beliefs and allegiances. All these aspect are expected to influence indirectly economic performance.Competitive AnalysisThere are several existing competitors in the Golf Industry in Sweden.
The major competitors that we will be competing with are mostly American companies. Companies such as Titelist, Callaway, Wilson, Taylor Made, Nike, Top Flite, Pinnacle, Dunlop, Slazenger, and Spalding are going to be our most fierce competitors. Because these companies are already established and have strong brand identities we will be investing in an intense R&D study. We will be evaluating these companies to see how the customers in Sweden have accepted them or rejected them and for what reasons. We will be conducting surveys and interviews to find out what the consumers are looking for.The key to success of the globally standardized products is not that they are especially cheap or that every consumer wants the same thing as everyone else. They are often the best value products because they offer higher quality and more advanced features at better prices.
They also tend to be stronger on the intangible extras such as status and brand image. But mostly they embody the best in technology with designs from leading markets and are manufactured to the highest standards. As much as they satisfy customers, they as often create new desires. In terms of the product life cycle, global products will often generate new growth in mature markets, as customers return sooner for upgrades and more modern features.Such products need to be global because they achieve success by being tested against the world's most demanding customers wherever they may be. They also need to be standardized so that they can be offered at competitive prices and become core players in these leading markets.
But the explanation behind their success is not their global or standardized aspects as such, but that they are the best buys in the core segments of the various country markets.In global product markets, the firm needs to develop technological capabilities to be able to compete by introducing new products. As the speed of technological development has increased, intense competitive rivalries have led to a proliferation of new products in many markets, many of them "me-too" variants from lead markets. This reinforces competitive rivalry further. Rather than uniqueness and differentiation, which place a premium on superior segmentation and positioning strategies, the key for success is speed and flexibility in new product development and a well known and highly regarded global brand.In order to produce high levels of satisfaction, the customer needs to be given something not so obviously expected, something for which the "surprise" quotient is high. In mature countries with mature markets and intense global competition, customers' expectations continue to rise, and they demand even higher quality products and improved service, at competitive prices. This is a stiff management challenge, which must be met for the local marketer to be successful in today's mature markets.Some of the techniques that we plan on implementing to cope with our competitors are as follows: First, we plan on negotiating contracts for spokespeople such as Annika Sorenstam, Ulrik Johansson, Jesper Parnevik and the Women's World Amateur Team. With strong links to the roots of Sweden we feel this will give us a strong competitive advantage.
Our second technique is to have our Sweden based facility run by Swedish employees. Sweden's workforce is proven to be well educated, highly efficient, experienced in almost all modern technologies, and have outstanding management skills. Also, Swedish managers are the best in the world in terms of international experience and language skills. We feel that this expertise will help our business flourish in the Sweden market. Two other venues that we will research and possibly pursue are joint ventures/licensing, finding an agent/partner that is already established and knows the system. We feel that we would be able to benefit tremendously through one of these avenues, but we need to do some further research to see what companies share the same values, beliefs, and mission as us.Marketing StrategyStandardization verse AdaptationProductThe Fantastic 2 Long ball will feature a soft compression, high velocity core and a soft Surlyn blend cover.
This combination provides lower driver spin for longer distance off the tee. The very low spin also helps golfers to minimize unintentional hook and slice sidespin for straighter distance. Unlike many other low spin distance golf balls, the Fantastic 2 Long still provides soft feel on all shots tee to green.Specifications:Construction Core Composition Core Type2 piece thin cover/large core Polybutadiene Solid CoreCore Diameter Core Composition Cover Thickness1.585" Medium Soft lonomer 0.0475"Cover Hardness Dimple Shape Dimple Coverage70 Shore D Circular HighTotal Number of Dimples Ball Compression386 90 PGATypes:o Fantastic 2 Long - Super Feelo Fantastic 2 Long - Super Longo Fantastic 2 Long - Super Spino Fantastic 2 Long - Super StraightCustomer Service:o Our customer service department will consist of a shipping calculator, shipping and order fulfillment, Pricing Policy, Return & Exchange, and International Orders.o Shipping Calculator - This form will calculate approximate shipping for items selected from our web site based on your zip code.o In-Stock Orders - If received by 10:00 a.m. during store hours will ship the same business day. Our shopping cart sends an instant order confirmation by Email.
If you do not receive an Email confirmation within 24 hours please contact us so we can be sure your Email address is correct in our system.o Drop-Ship Orders - Will be sent directly from the manufacturer. In the event of a back order we will contact you with and expected delivery date before finalizing your order.o Order Tracking - In-stock orders shipped by UPS will generate a tracking number sent to you by Email when the order is picked up. You'll be able to track your order online using this number.o Signature Required for Delivery - Is our standard delivery method, and we strongly encourage all customers to have someone sign for delivery. If you choose "no signature required," delivery is at your own risk - we will not be responsible for loss, theft or damage.o Our Return Policy - The customer is responsible for shipping charges on all returns and exchanges, and some special order styles have a restock fee. Packaging:We will use lenticular and holographic images on packaging. These special effects on packaging grab the attention of consumers in the store aisle.
These can also be used to convey the brand's values and positioning. By doing so, these special visual effects become integral to the brand. They also become part of the brand equity over time. We will have a radiating design that conveys two product attributes - spin control and longer distance. The name will appear in metallic foil.
It will be a very bright and eye-catching package. Branding: Our balls will be branded with just our "2 Long" logo.Distribution Methods (place)To get the products to the consumers in the most efficient way, the company will establish its own distribution center already up in Stockholm. Our distribution methods will include: retailers, wholesalers, and though e-commerce.Open retail stores in densely populated cities. Specifically,o Stockholmo Goteborgo MalmoAnother way the company will distribute golf balls to the consumers is through wholesalers. They are golf clubs, hotels, small businesses, which accounts 50 percent our businesses. These groups purchase golf balls in large quantities for their clubs, hotels, and other businesses to resell them to their customers at a higher price.
As already mentioned, the Swedes are non-price sensitive, they are willing and able to buy our brand products at a premium price. E-commerce has become a large part of the 'new economy'. Endless opportunities arise from the interaction and growth of the fantastigolfball.com to communicate and nurture commerce with developing and maintaining relationships with customers. There is plenty of opportunity for growth over the Internet, and our company is taking advantage on that. Fantasticball.com sells the same products on the web site as we do in the retail stores, providing the users more ways of getting what they want. The prices of golf balls sold at fantasticball.com are comparable to those sold by our retail partners, so as not to take away sales and revenues from their traditional channel partners.
Promotion-The Advertising and publicity necessary to complete a transactionPerhaps the most versatile of the marketing Ps is promotion. It covers all phases of communication between the seller and the potential customer. It is versatile because a change in budget, media or target audience can be made quickly. Promotions also can be effectively changed for specific market segment efforts. Major promotional concerns include the following: o Budgeto TimingDistribution of promotional efforts1.
Advertising2. Promotion3. PublicityPromotion strategy1. Benefit approacho Product pointo Benefit2. Mediao Newspapero Shopperso Televisiono Radioo Billboardso Direct Mailo MagazinesREFERENCESwww.greenfeesavers.co.uk/holida y-sweden.html www.sverigeturism.se/smorgasbord/smorgasbord/natre cspo/recreation/adv.html www.mac.doc.gov/tcc/data/commerce html/countries/Countries5/Sweden/Countrywww.invgr. com/golf/intelligence report.htm Johansson, Johny K., Global Marketing: Foreign Entry, Local Marketing, & Global Management, Third Edition, Georgetown University, 2003 www.mac.doc.gov/tcc/data/commerce html/countries/Countries5/Sweden/Country.
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