Marketing case study Essay Example | Topics and Well Written Essays - 2000 words

Marketing case study - Essay Example The economic down turn had a negative impact on the consumer expenditure and the resultant manufacturers selling prices. The consumer confidence and house building decreased tremendously. The kitchen furniture market reduced rapidly because of house moving. The market value also declined costing the industry more than 250 million pounds. This marketing essay seeks to discuss PEST analysis, target segments and value chain in the industry. PEST analysis PEST analysis is a crucial tool when it comes to marketing process of any organization. It involved identifying economic, technical, political and social influences on the organizational entities. The external factors include uncertainties and risks. Political factors The political or legal set up of the United Kingdom furnisher industry has an immense influence in the mode of regulation that affects the industry. The legislations that are sponsored by the government have the potential to affect the spending power of the consumers. The fiscal policies in the United Kingdom during the recession had a profound effect on the consumer choices in the furniture market (Bruhn & Georgi 2006). The political environment is composed of pressure groups, laws and state agencies that influence the furniture market. The political developments in the United Kingdom have affected all the stakeholders in the furniture industry. Studies show that the legal environment in a market can limit the operations of individuals or organizations (Lopes & Duguid 2010). Therefore, the stakeholders in the furniture industry must understand the United Kingdom’s political system and processes. This is likely to give the stakeholders an enhanced insight into the most profitable business decisions to take in the furniture industry. Government interventions in the running of timber industry affect both the long-term and short term plans of the organization (Lopes & Duguid 2010). The government of the United Kingdom monitors the timber industry to avoid depletion of the forest cover. The government has enacted special legislations that ensure that nature resources are not destroyed for private gain. The furniture market in the United Kingdom is subject to these legislations. The marketing strategy of the timber industry is affected by the government interventions. The government of the United Kingdom has informal and formal rules that play an important role in the timber industry. Some of these laws are the tax policy, environmental regulations and other trade restrictions. Research shows that political stability and tariffs affect organizational profitability (Jerrard & Hands 2008). The government is keen on the role of the forests in fighting climate change. Some of the causes of deforestation include wood extraction, expansion of infrastructure and getting more agricultural land. The government controls the logging process in order to ensure that technology does not lead to compromise in the forest cover leading to neg ative effects on the weather patterns. Technology has enabled the sawyers to harvest up to 4000 tons of timber in a day. Economy factors The economic risks or factors relate to regional trends in the conditions that can have profound effects on timber industry in the United Kingdom. The free market economy, the dynamic inflation rate which is under strict fiscal policies because of the recession and the slow economic growth has a negative effect on the timber and furniture company (Lopes &

Market analysis of Jollibee Fast Food Restaurant Essay

Market analysis of Jollibee Fast Food Restaurant - Essay Example The company â€Å"Jollibee† was introduced in the year 1975 by five Chinese Filipino brothers known as the Tan Caktiong family. Initially, they opened a two branch ice-cream parlour (Thompson and Martin, 2005) which later developed into a fast food restaurant offering unique Filipino cuisine. Soon, the company emerged to be one of the most successful business food chains in Philippines. In 1981, Jollibee had established 11 stores in Manila whereas McDonald’s had just opened one store (Hill and Jain, 2011). By 2003, it had opened 467 stores in Manila and had earned a market share of more than 50% and revenue of $500 millions. It had surpassed the revenues of McDonalds in 2003 (Hill and Jain, 2011). The key strategies followed by Jollibee Company were as follows: ïÆ'Ëœ It offered American fast food but kept the Filipino cuisine in mind. For example, it served Asian style hamburgers and the pastas tasted like ‘Chinese Chowmein’. Desserts offered were of unique flavours like Peach Mango Pie and Banana Langka. They kept the local consumers’ taste and preference in mind (Thompson and Martin, 2005) ïÆ'Ëœ They studied the operation system and marketing strategies devised by McDonald’s very closely. Jollibee offered the same range of products but with a difference in taste, so that it would set them apart from its competitor (Hill and Jain, 2011). ïÆ'Ëœ Prices of food products were kept lower than that of McDonald’s (Hill and Jain, 2011).... Prices of food products were kept lower than that of McDonald’s (Hill and Jain, 2011). These strategies worked very well and eventually Jollibee became one of the most coveted and popular restaurants of Philippines. Environmental Analysis Current Market Trend and Position The company Jollibee is operating worldwide with 750 stores operating in the Philippines itself. It has become a market leader in fast food restaurant business. It enjoys a lion’s share of the profits that is greater than the other multinational brands combined. The company has embarked on an international expansion with 80 stores operating outside Philippines; 26 stores in the USA, 32 stores in Vietnam, 11 stores in Brunei and 7 stores in Qatar, Kuwait, Hong Kong and Jeddah. It has received the ‘Best Employer’ award in Philippines from Hewitt (Jollibee, 2013a). The company’s international marketing strategy has been a huge success and this is mainly due to the large flock of Filipi no population residing abroad, which provided as a readymade market base to the company (Gillespie, Jeannet and Hennessey, 2010). As per some theorists, the USA fast food market is saturated despite that Jollibee has performed very well in the US and the Middle East markets (Hill and Jain, 2011). According to a survey conducted in Philippines, Jollibee has received the highest ranking in the consumer category ahead of major brands like Nestle, Procter & Gamble, etc (Gillespie, Jeannet and Hennessey, 2010). Target customers The target customers of Jollibee Company would be consumers of all ages. Fast food is preferable among the teenagers and adults alike. Jollibee focuses on the importance of traditional family values and