Select a president from the table, “Presidents and Their ‘Doctrines,’” in Roskin, Chapter 4. Then write a 3-5 page paper on the doctrine that president used according to Roskin. Your research must include at least four (4) credible sources, apart from your textbook.
Your paper must address the following:
1.Summarize a situation that required U.S. diplomatic efforts during the president’s time in office.
2. Explicate the diplomatic doctrine the president followed, with reference to specific actions or events that occurred.
3 .Describe the effects of these diplomatic efforts for the U.S. and other countries.
4. Assess, in conclusion, the advantages and disadvantages of the particular doctrine that was followed.
5. Cite at least four (4) reputable sources in addition to the textbook, not including Wikipedia, encyclopedias, or dictionaries. .
Your assignment must:
•Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
•Include a cover page containing the tile of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
•Identify the cultural, economic, and political context of information resources, and interpret information in light of that context.
•Use technology and information resources to research issues in international problems.
•Write clearly and concisely about international problems using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills.
Additional Requirements
Min Pages: 4
Level of Detail: Show all work
SAMPLE ANSWER
For 13 days in October 1962, the world was on the brink of a nuclear holocaust as the US and the Soviet Union were embroiled in an impasse off the cost of Cuba. Historians appreciate the precarious situation that the US was in as its Central Intelligence Agency had failed to gather intelligence on the soviets building missile bases in Cuba in advance of their completion. President Kennedy had only been in office for a few months and was reeling from a failed attempt at overthrowing the government of a young Fidel Castro in the Bay of Pigs (Fitzsimons,1972). The situation was made dire by the fact that Cuba stands only 90 miles off the coast of Florida and soviet ballistic missiles were in range of the American east coast. President Kennedy reacted by placing a quarantine around Cuba in order to prevent more nuclear missiles from reaching the coast. This was at the height of the cold war.
The situation nearly escalated when the soviets shot down an American U-2 spy plane during an inspection of the quarantine zone. In essence, the quarantine was a toned down reference to the blockade around Cuba which in itself represented an act of war. The US secretary of state, Rusk, referred to the standoff between the soviet ships carrying more missiles and the US naval ships in the blockade as being eyeball-to-eyeball. In that instance, had the soviet ships not stopped and sailed back to their country, the two armies would have been forced to engage leading to world war iii. The scenario would have been exacerbated by the fact that the US had Jupiter missiles strategically placed in Turkey, and within range of the Soviet Union. Various advisors had pushed Kennedy to launch an assault on the military installations in Cuba in order to cripple an soviet offensive. Conversely, Fidel Castro pushed Khrushchev, the soviet premier to also launch an offensive against the US. However, sobriety prevailed and matters did not escalate as they had promised to.
Popular American mythology regarding the Cuban missile crisis holds that the bold brinkmanship of Kennedy won the day. However, careful analysis of the facts and historical accounts paint a different picture. Rather than the high-stake game of folklore, the crisis was resolved by behind-the-scenes engagements between Moscow and Washington. As a matter of fact, the crisis lasted a lot longer than the 13 days commonly quoted. In normal circumstances, the downing of the American U-2 spy plane would have resulted in the destruction of the antiaircraft base. However, Kennedy held off any retaliatory attack. Historical accounts indicate that in the 13 days of the crisis, Kennedy’s brother, attorney general Robert Kennedy was embroiled in serious and secret negotiations with the soviet ambassador, Anatoly Dobrynin. At first, they agreed that the soviets would not breach the blockade if the US guaranteed not to invade Cuba (Dobbs, 2008). This brought an end to the impasse. However, there still were missiles already in Cuba. The next step of the negotiations resolved that the Soviet Union would remove all the nuclear missiles from Cuba and in return, the US would remove its own Jupiter missiles from Turkey. However, these terms were not made public which led to the myth that Americans won.
The Kennedy doctrine was thus one that was premised on diplomacy. Rather than launching offensives for any perceived acts of war, the president always allowed for diplomacy. The world was recovering from the effects of World War II less than two decades prior. Therefore, President Kennedy was not keen on overt warfare but rather focused on unconventional warfare. This doctrine provided the necessary flexibility to avoid nuclear war. This doctrine was successful in this instance but failed in other memorable debacles like the Vietnam War which started of covertly and turned overt after unconventional warfare failed. However, even with its failure in Vietnam, the doctrine of diplomacy and engagement on a covert basis gained prominence and has avoided any major confrontations today despite constant provocations. The US turned a corner and was mythologised for its handling of the Cuban missile crisis why the Soviet Union also gained some clout since the imminent threat that the missiles in turkey posed dissipated. Engagements between the two countries after the crisis gave way to the Nuclear Test Ban Treaty.
The Kennedy Doctrine has the advantage of having less expensive outcomes for the country in comparison to engagement in an all-out war. It allowed for peaceful resolution to a situation that had threatened to go out of hand. The disadvantage of the doctrine is that it led to one party being considered as being triumphant over the other. In the larger scope of things, it led to a precarious situation of having two centres of power, super powers, which dominated the 20th century, pushing much else to the backburner. The previous regime in the US governed by the Eisenhower Doctrine was premised massive retaliation. The fear that this doctrine espoused was undone by the Kennedy Doctrine leading to a perceived weakening of the US.
Investigation of Corporations Merge and a Local Firm Order Instructions: Choose two (2)public corporation in an industry with which you are familiar.
Investigation of Corporations Merge and a Local Firm
One (1)that has mergers and acquisitions and operations solely within the U.S. Research each company on its own Website, the public flings on the Securities and Exchange Commission EDGAR database (http://www.sec.gov/edgar.shtml). in the University’s online databases, and any other sources you can find. The annual report willoften provide insights that can help address some of these questions.
Investigation of Corporations Merge and a Local Firm Essay Questions
Write a six page paper in which you:
1. For the corporation that has acquired another company, merged with another company, or been acquired by another company,evaluate the strategy that led to the merger or acquisition to determine whether or not this merger or acquisition was a wise choice. Justify your opinion.
2. For the corporation that has not been involved in any mergers or acquisitions, identify one company that would be a profitable candidate for the corporation to acquire or merge with and explain why this company would be a profitable target.
3. For the corporation that operates internationally, briefly evaluate its international business-level strategy and international corporate-level strategy and make recommendations for improvement.
4. For the corporation that does not operate internationally, propose one business-level srategy and one corporate-level strategy that you would suggest the corporation consider. Justify your proposals.
5. Use at least 3 quality references. Note Wikipedia and other Website do not qualify as academic resources.
Assignment must follow formatting requirements:
– be typed double spaced, using Times New Roman (size 12), with one inch margins on all sides, references must follow APA format.
– include a cover page containing the tittle of the assignment, the student’s name, the professor’s name, the course tittle, and the date. The cover page and reference page are not included in the required page length.
SAMPLE ANSWER
Merger, acquisition and international strategies are not a new phenomenon on the business world. They have been there and will continue as long as profits need to be increased. More mergers are bound to happen during the economic recession as corporations come together to support each other achieve profits and other organizational objectives.
Investigation of Corporations Merge and a Local Firm Background
According to Ray (2011), there are five strategies of merging described by companies. Conglomerate merging involves two or more companies coming together for unrelated business activities. They may be firms with nothing in common or companies looking to merge to extend their product or market line. Companies merge depending on their economic functions, purposes of business objectives and improving relationships between the corporations/companies asserts Ray (2011). Horizontal merger occurs between companies that operate in the same industry and a consolidation means improved services and reduced competition. Market extension mergers happen when two companies dealing with similar products but from different markets come together. It facilitates a larger client base. Product extension takes place between firms that deal with different products but operate in the same market while vertical mergers occur between two companies that produce different goods and services for a specific finished product. Having the background information on merging helps our study lay a strong basis on the impact of mergers.
Objectives
To investigate corporations merge and a local firm
Investigation of Corporations Merge and a Local Firm Literature review
When the two airlines announced their merge in 2013, wall street, financial blogs, Forbes and other lead newspapers totally flipped at the news reporting on every detail and what was expected in the future as a result of the merge. The horizontal merger between the two airlines was definitely a big thing happening between two airlines dealing with similar services (flights) and operating in the same space. The US group airlines expressed their interest to merge with the US parent company for the first time in January 2012. Two months later, Tom Horton AMR’s CEO stated that he was willing to merge the airlines. Letting the American airlines know about what the US airways merge was capable of doing, it was announced that the merger would yield to more than 1.5billion dollars per year in cost saving and added revenue figures.
The consolidation of the two corporations was welcome with jubilations as clients and customers counted the benefits that the merger will bring. For other airlines, it was a great idea bearing in mind that the merge meant one competitor down but still tricky to figure out how they would be competing against two great service airlines on the same skies. According to Ray (2011), more competition means that potential synergies lead to greater potential gains for the two merging airlines in the market share. Other airlines would however have to seek for creative ways to remain viable. The main goal of merging between American airline group and US airways was to create a larger corporation that will add value and increase their market share. True to their goals, the US airline merge has achieved that faster than it imagined.
Merging the two airlines was a wise choice that has paid off well. Because of the merge, the new airline is termed as the largest airline in the globe handling more than 6700 international and local flight to 56 countries with about 40billion dollars for operating revenue. The corporation is not only welcoming great profits but has also opened up numerous job opportunities locally and internationally with over 100,000 employees working in various stations. The merge has not slowed down and it has massive plans for the flight service industry. It plans to take it delivery of services to the next level through introducing 607 new aircrafts, which include narrow and wide body aircrafts. With 517 narrow body aircrafts and 90 aircrafts with a wide body, the flight service will have taken the flight industry to another level. The airlines operational single certificate should be complete by next year giving the integration more advantages to grow together.
While merging has numerous benefits and is viewed as a great way to grow corporations, some corporations remain closed to the idea of merging. Westjet unlike American airline and US airways has not spread its wings internationally and is relatively new. Impressive growth rates are notable, causing reasons to believe that it has potential to get bigger that what it actually is currently. Clive Biddoe founded west jet in 1996 with a team of likeminded partners. They believed that with so many airlines taking over they would be able to form an airline that would offer passengers less pay services and still deliver exceptional flights. Their philosophy of three aircrafts and fives destinations with 220 friendly attendants of west jet saw them start their journey. They would later grow to a company with 9700 west jetters flying to 88 destinations across the network with the youngest fleet of boeing aircrafts. Their committed efforts and passion to grow and impact lives has seen them rise slowly but surely.
A merge between west jet and air Canada would be profitable for the corporation largely. West jet airlines is a great competitor with Air Canada thus directly affecting the rivalry between the airplanes and their plans to join other US partners. Merging the two airlines would mean that their operations and goals will be aligned. Consequently, their profits and opportunities to reach more customers will increase. Working together as one company will save the airlines many hurdles that solo companies face daily. Through merging, there possibility of sharing risks and profits increase. This means that one company does not have to bear losses alone or share profits on their own. Since the profits are expected to increase with a merge, it is likely that more benefits will be enjoyed once the companies come together. The two airlines will also get bigger market access and client bases.
AMR corporation group unlike west jet operates internationally. As an international airline, its international business level differs from the corporate level strategy. Doing business at the international level is not the same as doing business at the corporate level. International business can be exciting and interesting yet complex at the same time. It demands more than the local/corporate business, calls for, and has more responsibilities. For its international business operations, AMR developed an elevating level to deal with the international business. Michael Porter’s national diamond strategy is an effective approach of explaining international business level strategy.
Factor conditions
Demand conditions related supporting industries
Strategy, structure and rivalry and Investigation of Corporations Merge and a Local Firm
Factor of production is whereby a corporate firm creates important factors such as skilled resources in this case the flight services. The demand for more flight services grows larger than at local level and the local airline devotes itself to foreign markets creating a competitive edge for the service. The more the flight services from the company, the more the national advantage. Demand conditions lead to the service dominance internationally and high performance while related and supporting flight become supportive.
International corporate level strategy is divided into multi-domestic, global and transactional strategy. Multi-domestic strategy has decisions decentralized in each country while the global strategy has its products or services standardized. Transactional strategy seeks to achieve local responsiveness and global efficiency. American airline utilizes strategic positioning through superior networking at the US airlines offering nonstop services that is used by many domestic and international clients. Its international operations include the Caribbean, Europe, Japan, Asia, Latin America, Canada and Mexico amongst other global states following its merge.
The international strategy differs from the local strategy in that operating only in US is different from operating globally for US airlines and American airlines. Globally the airline uses the three strategies to meet all client needs and increase profits.
The difference between corporate and international marketing strategy is the number of people that the company deals with. When a firm decides to go international, it increases its capacity to produce more services to other people from different cultures, backgrounds and interests argues Paul and Kapoor (2008). As a result, the firm may at times be forced to change its objectives to meet the varying populations of other clients. To grow internationally, it had to learn and acquire new skills to help it spread not forgetting the different laws and regulations governing different states. The culture, level of competition, market intelligence, politics, international law, technology and logistics are applied to the international marketing strategies (Paul and Kapoor, 2008). At the corporate level, the porter’s five theory was used to examine the flight industry and help it establish its strategy level. Through analyzing its supplier power, threats of new entrants, substitutes and buyer power they managed to deal with their rivals and become the best.
West jet airlines should consider a suitable business and corporate strategy that will help them gain a competitive advantage over other airlines. A business strategy involves making company decisions and creating ways to maintain them through competitive advantages. West jet can evaluate their company’s flight services target a larger market and identify the competitors to have a competitive advantage over the others. Though they are a small company and cannot enjoy the same privileges like US airlines group, they can enjoy economies of scale through keeping their costs affordable and getting more customers. The use of a differentiation strategy that emphasis on exceptional flight services are factors that customers will value highly and find worth to pay for. Using promotions and functions is a good business strategy for west jet.
At the corporate level, west jet can identify opportunities outside the flight industry services. Contemplating diversity is a great idea or even thinking of additional business strategies for the company (Ireland et al. 2008). The umbrella company will have to contribute to effective profitable advantages for the firm. West jet can for example incorporate a food service to their clients making the decision profitable for the flight customers and the company as well.
In conclusion, merging companies are likely to benefit more internationally and locally. They enjoy greater profits and have more opportunities for growth and reaching more clients. However, local firms also stand a chance of making it through improvising creating business and corporate strategies.
Investigation of Corporations Merge and a Local Firm References
Top of Form
Ireland, R. D., Hoskisson, R. E., & Hitt, M. A. (2008). Understanding business strategy: Concepts and cases. Mason, OH: South-Western Cengage Learning.
Paul, J., & Kapoor, R. (2008). International marketing: Text and cases. New Delhi: Tata McGraw-Hill.
Ray, K. G. (2011). Mergers and acquisitions: Strategy, valuation and integration. New Delhi: PHI Learning Private Limited.
International Organization Making a Difference Essay
Order Instructions:
Topic: International Organization Making a Difference
Question/Prompt: The assignment this module/week is to research an international group, NGO, or other similarly situated group and explain how this group is helping to engage an international audience. If this is an area of interest or passion for you that should also be noted.
SAMPLE ANSWER
According to Lee (2008), World Health Organization (WHO) is an affiliate body of the United Nations that is responsible for promoting health related issues throughout the world. It is one of the international bodies that have made a huge impact in promoting healthy living of millions of people across the globe. WHO innovates methods to ensure that birth rates are not falling and also to make sustainable ways in health care systems of different countries. Having a high rapid growing ageing population a lot of health care attention is needed with improvements in the health sector to curb illness from different ailments. This international institution has partnered with several non-governmental institutions around the world to improve the general healthcare of both children and adults. WHO is well known to have provided leadership on matters critical to health and also engaged in a partnership that encourages healthy living among the people. The organization is also known to have built sustainable institutional capacity, catalyzed changes and provided technical support to matters pertaining health, hence have succeeded in address health situations in various countries and finally addressing the health trends. Millennium development goals played an important goal in shaping the WHO’s work by ensuring that there is environmental sustainability and improvement in matters concerning maternal health. Since its inception, this body has engaged its audience in the elimination of smallpox, which used to threaten the lives of millions of people. Currently, the WHO is trying very hard to eliminate diseases such as TB, malaria, HIV/AIDS, and other communicable diseases that threaten the survival of humankind (Lee, 2008). Moreover, the WHO has engaged its audience in dealing with matters related to food security, healthy eating, sexual and reproductive health and substance abuse. WHO addresses the underlying social and economic determinants of health related policies in addition to promoting a healthier environment through the promotion of public policies that pose no threat to the environment. This health agency partners with the World Bank, International Health Partnership, and the various governments to promote their health related agendas.
References
Lee, K. (2008). World Health Organization (Global Institutions). Routledge.
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Question/Prompt: The assignment this module/week is to research an international group, NGO, or other similarly situated group and explain how this group is helping to engage an international audience. If this is an area of interest or passion for you that should also be noted.
SAMPLE ANSWER
United Nations Children’s Fund (UNICEF) is a leading advocate for children and women’s rights formed in the year 1946 in response and destruction brought by World War II. It began its operations in few countries and is currently active in 157 countries across all the continents (Murray & Newby, 2012). The organization is committed in achieving results in five areas: protection against violence, discrimination, abuse and violence, stopping the spread of HIV/AIDS and improving ways of protecting the already infected persons. Moreover, UNICEF ensures that education and immunization rights are given to all children irrespective of their location. Like most organizations, UNICEF has a mission which is to remain focused on the five priorities even in the midst of chaos. The world health organization (WHO) has been working closely with UNICEF on a strategy to fight vaccine preventable diseases which kill a high number of people yearly, with most of them being children. While taking into account ethics that involve culture and religious beliefs of people who don’t acknowledge immunization, UNICEF and WHO assists governments in financing, designing, and implementing national immunization programs to minimize health related complications. The excellence of the UNICEF internal management and operations together with information, advocacy and communication helps to enhance the success of their goals. Through planning, reporting, monitoring and evaluation, UNICEF management has been able to change the world by the use of its five goals for the better interest of the child to enjoy an ordinary childhood and a future filled with hope (Murray & Newby, 2014). Statistics have shown that UNICEF has provided practical solutions, which are extraordinarily effective by having held tireless crusades against diseases, suffering and advocating for quality health status in children. A generation ago, 70,000 children died each day and this number has been able to reduce by half since UNICEF has been able to provide sanitation, good water, nutrition and good health for children to help them survive. Today, has managed to reduce the infant mortality rate, which used to be a serious problem several decades ago (Jolly, 2014). Therefore, children are able to thrive from early childhood through adolescence since they are protected from violence, exploitation, and other deadly diseases.
References
Jolly, R. (2014). UNICEF (United Nations Children’s Fund): Global Governance That Works (Global Institutions). Routledge, 1st edition
Murray, C & Newby, H. (2012). Data Resource Profile: United Nations Children’s Fund (UNICEF). International Journal of Epidemiology. Vol. 41 Issue 6, p1595-1601
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Drawing on your understanding of international marketing topics, you are required to produce a report of no more than 3000 words to fulfill the following brief.
Prepare an outline marketing plan for a foreign food or drink product or brand for entry to the UK market (100% of marks)
The foreign food or drink product or brand must not be currently available in the UK. The onus is on the student to ensure that the selected item is not available.
Please note:
The selected product or brand must be suitable for stocking in a supermarket or similar outlet.
Products or brands which is available via direct retail outlets are excluded (eg Dicos)
Assessment Guidelines:
1. Reasons for choosing selected product 5%
2. Justification and evaluation of selected target country 15%
3. Justification and evaluation of selected target market 15%
4. Suitability of proposals including market entry method and marketing mix recommendations 40%
5. Appearance and layout of report 10%
6. Overall impression especially understanding of international marketing concepts and techniques
15%
1 The choice of product must be agreed in advance with me. Any such agreement does not absolve students of the responsibility to ensure that the product is not available in the UK market. For the resit coursework, you must select a new product.
2 It is anticipated that the assignment can be completed from public sources information (eg databases, annual reports, press reports, websites, and promotional literature). If you wish to contact any organisation, then my explicit prior permission must be obtained.
please make sure food product should not be available in UK and not even company available in UK
SAMPLE ANSWER
International Marketing
Company Profile
Arcadie is a renowned fair-trade retail chain of stores founded in France and specializing in production of aromatic and medicinal plants and species. It was established in 1950 by a French homophile organization. They offer an ever-increasing amount of classic and emerging brands that cover a broad range of product categories including organic, biodynamic and fair-trade products. Currently, it is one of the leading chains of aromatic and medicinal plants and species in France and other countries around the world offering organically produced and packaged spices and herbs. More people currently prefer organic products as compared to conventional brands of enhancing beauty and reducing the ageing effects (Renfrow, 2009, p. 24). Currently, Arcadie does not have an outlet store within London or UK. Customers willing to buy Arcadie products can only do so online which may be time consuming since it involves shipping of the products. Arcadie as a renowned cosmetics products company in the world has a substantial client base within UK. Customers have been ordering products online, and the demand has been on the rise in the recent past. This has necessitated plans for the opening of a Arcadie Store in London to serve the UK customers more effectively. The London store will also act as a basis for further expansion within the UK market in the near future.
Marketing Objectives
To design market penetration strategies for Arcadie products in London
To increase awareness of Arcadie products by 40 percent by the end of the first year of market entry
To establish a substantial customer base by 40 percent by the end of the first year of market entry
To build capacity and capitalize on brand equity for differentiation
To promote customer engagement and develop a strong relationship to enhance customer loyalty by 20 percent
Market Analysis
Despite the ongoing economic downturn and gloom that has adversely hit most households in the UK in the recent years, survey reports indicate that spending on health and cosmetics have continued to observe a year-on-year increase since 2008. The total market value in the past five years has consequently risen by about 26 percent (Research, 2013, n.p). Another interesting fact is that many consumers now consider cosmetic products to be essential, everyday items. This has in turn boosted the spending within this market in UK in the recent years and analysts project that the trend is likely to continue in coming years. Moreover, the market is also noted to have remained noticeably unaffected by trends towards the discount and value items, one that has impacted other market sectors like clothing by eroding market value to extreme extent, with buyers increasingly on the watch out to obtain products for the cheapest cost possible due to looming financial constraints. Additionally, the interest in natural and ethical cosmetics, luxury brands have played a crucial role in the striving market. In this regard, development and introduction of new products has remained a key feature within the industry, with companies and retailers continuously vying to tempt consumers through new introductions and variants (Research, 2013, n.p).
Recently, as Cervellon and Shammas (2013, p. 90) note the trends have focused on skincare with a considerable marketing activities and media attention undertaken to highlight the need of maintaining healthy skin and complexion as well as prolonging the youthful appearance. Again, premium anti-aging items and organic skincare remedies have equally continued to enjoy growth in recent years. About 60 percent of 25 to 39 years olds are buying a mixture of organic and premium products (Research, 2013, n.p). This reflects the rising disposable income that this bracket are earning and are willing to spend on their health and cosmetics products.
Major Competitors and Market Trends
The conventional cosmetics brands that enjoy the highest penetration are also supported heavily with advertising. These include Rimmel, Boots No 7, Maybelline, L’Oreal Paris, and Avon. Another reason for the high penetration of these brands is the high availability and the fact that they are used by women across all ages. Most other cosmetics brands such as Collection 2000, Revlon, Lancome and Clarins are skewed towards a particular age group and as such fail to connect with ladies across the board (Research, 2013, n.p). Women under 24 years are more inclined to go for the cheaper brands such as Collection 20000, Barry M, and Rimmel. The low-price points allow this group to indulge a love of fashion shade without pressure on their pockets (Cervellon and Shammas, 2013, p. 91). Women over 55 women more likely buy premium brands such as Lancome, Clarins, and Estee lauder, which has a strong foundation around the anti-aging products. Most ladies choose cosmetic that is designed to enhance their natural colouring, rather than one that are meant to be fashionable. Majority prefer to trend in the middle ground just like in fashion and clothing rather than draw attention everywhere. Most 25-39 year olds will look for staying power, and good coverage most probably reflecting their busy lives with careers and lack of time to keep applying make-up throughout the day.
Another emerging trend is on anti-aging skincare products, which continue to enjoy increased investment through product innovation. With the UK’s aging population and the increased preference of organic products, the demand for organic beauty products segment will continue to enjoy increased demand especially on premium and preventative products. Market reports show that the growth in premium anti-ageing consumption is responsible for the overall boost in sales within the sector with a 6 percent year-on-year increase across the anti-ageing category over the past year (Cervellon and Shammas, 2013, p. 92). This is also linked to the view that the aging population is also a category with the largest disposable income and the rise in media attention directed towards the significance of maintaining the youthful appearance for as long as it is possible. Within the anti-ageing sector, there has been another growing trend, the preventative treatments. The preventative products are targeting younger age groups especially younger adults aged 25 to 34 years and the pre-mid-lifers between ages 35 and 44 years (Research, 2013, n.p). This growing proportion is seeking preventive skincare products to avoid premature ageing. Consumer behaviour when purchasing health and cosmetics products depend generally on what they want or need to buy at the time. With organic products, the idea is that they are able to give a good outcome without risks of any health risks posed by most conventional products. Market reports have also revealed that very few will go for conventional products when organic options are available and have the potential for the same outcome.
Target Audience
The marketing will target women of ages from 18 to 65 years and men ages 18 to 65 years. The two groups constitute the largest proportion of customers for health and cosmetics products.
Target Products
The Arcadie products that are to be introduced are to be introduced are organic, biodynamic, and fair-trade products including species, dried mushrooms, teas, herbs, and natural aromas. The spice category consist of garlic, saffron, pepper, tomato, cloves, different mixtures of pizzas, and stinging nettle while mushroom categories consist of chanterelles, morels, and trompette de la mort (Renfrow, 2009, p. 22). These products are currently only available in the UK through online channels, which involve shipping (Research, 2013, n.p). This may take time and considering the high competition with other recognized brands in the market customers might not be willing to undergo the process of online buying. The UK market is dominated by several other brands that are available in many retail outlets (Cervellon and Shammas, 2013, p. 95). Customers willing to buy Arcadie products have to wait for shipment arrangements, which may take time. With an outlet or more within UK, the customers of Arcadie who have been experiencing challenges will be pleased to start buying from the stores.
Surveys have shown that more people currently prefer organic products as compared to conventional brands. In addition, Arcadie products are quite competitive since it is a renowned brand across the globe and recognized for high quality and other benefits that the company offers to their customers. Unlike other brands in the UK market that are not very generous with their customers even in terms of discounts, Arcadie customers can enjoy a wide range of benefits and discounts by buying the products or being loyal to the company through their loyalty program. This program offers clients with special products, all-access pass to personalized products, and exclusive information. The Cosmetics Insider program in Arcadie stores offers clients with exclusive gifts, early access to selected products, and event invitations (Renfrow, 2009, p. 24).
PEST Analysis of the UK market
Political Factors
The major political factors affecting the cosmetics business is the one on Regulation on cosmetic intervention. That seeks to promote high-quality care and empowered public through information. It also provides for an ethical framework within which cosmetic companies should operate (Research, 2013, n.p). These regulations directly affect the company’s UK operations and are likely to shape the way business is conducted.
Economic Factors
The global economic meltdown has equally put the economy in the UK into a deep recession. The deficit ratio on the GDP has, for instance, reached 13 percent in the UK arousing increasingly more fear on the policy makers and investors. Numerous jobs have also been lost in turn jeopardizing people’s purchasing power. The changing trends in the buying behaviour of consumers, where people are not willing to spend on the less essential goods, has a negative impact on the overall purchasing power of customers (Research, 2013, n.p). However, the cosmetics industry is not adversely affected by this trend although effective measures should be put in place to cushion the company of any potential changes in market trends.
Social Factors
Various cultural studies have demonstrated that culture directly impacts the buying habits of consumers. The emergence of the social networking platforms like Twitter has provided the young generation with another medium of interaction. With the UK’s aging population, anti-ageing cosmetic products continue to experience increased demand especially on premium and preventative products. Market reports show that the growth in premium anti-ageing consumption is responsible for the overall boost in sales within the sector with a 6 percent year-on-year increase across the anti-ageing category over the past year appearance for as long as it is possible (Research, 2013, n.p). This implies a business opportunity for the company.
Technological Factors
The nature of the cosmetics industry is in such a way that technology is the major determinant of any company’s competitive edge. As such, Arcadie has strategically placed itself as an innovation hub through continuous innovation and development of new organic products (Research, 2013, n.p). The company has an investment substantially in research and development in commitment to continue developing new innovative services and products to the competitive market.
Market Penetration Strategies
A market penetration strategy is designed to enter into new markets in this case with existing products; Arcadie cosmetics products (Luke, 2013, p. 20). This will be achieved with frequent messages conveying incentives and reaching out to the best potential new customers within London. This will entail diversification of the market on the basis of the market research within London. Gaps identified within the market such as high prices and lack of discounts and other benefits for customers will be used against the existing companies to win the confidence of customers to our products. By introduction of Arcadie stores in London, products will be made available at a much cheaper price than when shipped through customer online requests. Customers will be glad to acquire the same products, but a much lower cost and in most cases get some other benefits in addition. The stores will stock all the products that Arcadie has to offer ensuring customers of the convenience of not having to wait for products to be shipped.
Marketing Strategy
Understand Consumers
This helps the company to identify the unmet needs of consumers and hence come up with a product that will meet them. This enhances the competitive advantage of products brought into the market (Westwood, 2013, n.p).
Analyze Market
It is important to analyze the market as it will guide the company in learning of the levels of competition which are available as well as other threats which can affect the successful implementation of products into the market (Luke, 2013, p. 20).
Research Distribution
The products of a company cannot be placed anywhere in any market. It is critical that the Arcadie conducts research on the various markets available, and identify which one will be perfect to ensure the product thrives.
Define Marketing Mix
Marketing Mix is essential for any product. It plays a crucial role in ensuring that the product does not fail even after it is implemented. It helps a company to avoid extra costs (Westwood, 2013, n.p).
Financial Analysis
This is important because the company will be able to choose which processes will be affordable for the promotion of the product. Some advertisement techniques are more expensive than others (Westwood, 2013, n.p).
Review and Revise
Once a product is taken into the market, it does not mean that it has become successful. Some things change constantly. For example, consumer needs can change from day to day. The company will be better placed to make changes that will ensure it flourishes (Westwood, 2013, n.p).
Positioning Strategies
The positioning strategy will focus on brand positioning strategy, product positioning strategy, and pricing strategy. In terms of the product positioning strategy, the marketing team plans to focus on harmonizing all the aspects of the differentiation strategy and maximizing on the Arcadie brand. By positioning Arcadie as a destination of choice offering a unique and luxurious experience, the team will easily reach out to existing and potential customers with this new message and subsequently win their loyalty.
Market positioning is about the way a firm wants their customers to perceive their product in relation to the perception of the competitors and the marketing strategy adopted to reach this perceptual goal (Luke, 2013, p. 21). Westwood (2013, n.p) contends that market positioning entails giving the message about the product that we are trying to introduce as how we plan to achieve that. Through this marketing campaign, the main aim is to positively influence the perceptions of our customers by developing and implementing strong and deliberate market positioning strategies. The positioning will be implemented in line with the differentiation strategies adopted for the campaign and in relation with how our competitors are positioning themselves.
Positioning takes three basic dimensions; relevance, and differentiation. The pricing positioning strategy will emphasize on allowing for opportunistic situations to prove value and prestige for the long-term relationship (Westwood, 2013, n.p).
Pricing strategies
The main pricing objectives are to maximize profits, to survive, as well as to gain the market share. As such, the pricing strategy ought to aim at squeezing as much money from the sales of the tickets as possible. The price should be such that it is competitive enough in the market and gains the firm a substantial share in the market (Luke, 2013, p. 21). Additionally, clients will be offered discounts and other benefits and privileges, as is the case with Arcadie products in other countries. This will also be reinforced with subtle cues to justify the brand reputation.
Communication Strategy
The marketing strategy will use online sources as the main communication channel to reach out to potential customers such as Twitter, Facebook, Flickr, and YouTube. This is aimed at reaching specific targets identified as the most potential users of cosmetics products, ladies and men between 18 and 65 years. Increased use of internet across this age group will make the marketing campaign a great success. Other posts will be created in magazines, TV, and Newspapers.
Conclusion
When implemented correctly, the marketing plan will by far achieve the intended outcome of Arcadie Company penetrating into the UK market. It will also help in gaining and maintaining new clients, as well as the existing ones. The marketing strategies offer a platform for the company to win new customers and engage them through real-time conversations concerning their products as well as receiving feedback about what excites the customers and what does not. The marketing strategy will be used for the purpose of creating differentiation for the company’s products, communication, distribution, as well as maintaining strong relationships with the customers.
References
Cervellon, M, & Shammas, L 2013, ‘The Value of Sustainable Luxury in Mature Markets’, Journal Of Corporate Citizenship, 52, pp. 90-101.
Luke, K 2013, ‘5 Steps to a New Marketing Plan’, Journal Of Financial Planning, 26, 12, pp. 20-21.
Renfrow, J 2009, ‘Cosmetics’s On the Inside at Arcadie. (cover story)’, Response, 17, 7, pp. 22-28
Research and, M 0007, ‘Research and Markets: Health & Cosmetics Retailing in the UK – Verdict Market Report: Health & Cosmetics Market Expected to Grow By 2.6% in 2013, and Increase by 3bn Between 2012 and 2017’, Business Wire (English), May, Regional Business News.
This Trading Blocs paper should be based on
1. a brief introduction to trading blocs
2.a short over view of each trading bloc a)GCC. b)EU. c) NAFTA.
d) APEC.
3.comparison of mentioned(in second point) trading blocs
(compare, contrast and critique)
(deep explanation for these types of blocs and their roles economically, politically and their impacts on the globe)
4.a brief overview of the future of each of the trading bloc and trading blocs more generally.
Use at least three (3) quality references Note: Wikipedia and other related websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
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