Marketing case analysis Essay Example | Topics and Well Written Essays - 500 words - 3

Marketing case analysis - Essay Example Brand contribution is the margin that the company gains from the sale of its products. That means that the costs have to be relatively lower so that the company can achieve its desired margin. Brand equity refers to the positioning of the company products. Positioning is a critical part of marketing because it directly affects the sales volume of a company. The first issue that the director of marketing should deal with should be brand equity. Brand equity will include the positioning of the company’s products. That involves the advertising part of marketing. The company should carry out a marketing campaign that is aimed at targeting the customers of the company. The company should come up with the target market in which it should direct its marketing towards. That will ensure that the company does not waste its funds on unnecessary marketing. The company can also carry out a research that will enable it to know the distribution of its customers. For example, the company can come up with a questionnaire that will ask the customers where they reside and the convenient place that they would prefer to purchase the product from. That will enable the company to locate its products in retail stores in which most of its customers population reside in. that will increase the sales volume of the company and that will make the product mo re profitable (Ali 8). After the brand positioning has been established, the next part will be brand sales. Brand sales will involve the company increasing the sales volume. That will be made possible if the product positioning is done perfectly. That implies that the product should be within the reach of the target customers. The company can therefore carry out a marketing campaign that will be around the area where the customers are heavily populated. That will ensure that there are first purchases and repeat purchases. The first purchase can be done by the company carrying out a promotion

Maritime Budgets Struggle Article Example | Topics and Well Written Essays - 1250 words

Maritime Budgets Struggle - Article Example The implied hypothesis is that the decisions taken by the administration regarding maritime budgets in the FY 2011 budget are against the maritime industry in America and insensitive to homeland security. However, it does not throw any light on the performance of the maritime agencies in America. The hypothesis of the author appears to be skewed since it does not mention whether the budget cuts are uniform throughout various programs or specifically maritime agencies have been targeted. Also, the article glorifies the budget cuts and discounts the increase in spending on maritime agencies and programs by phrases like ‘aging academy, and ‘â€Å"difficult tradeoffs† between men and women and machine’ (Bondareff, 2010) The article does not answer the question regarding the impact of the budget cuts on maritime agencies and programs. The central argument of the article is that allocations in FY 2011 budget, to maritime agencies is reduced to make up for the budget deficit. Though it mentions the programs which have been denied funding in the FY 2011 budget, the article does not mention the importance/contribution of those programs to the maritime industry in particular and country in general. It does not mention the progress in the programs from the previous funding; is it the case that the programs were running excellently and now their growth would be stunted due to decreased funding or since the programs were not performing up to the expectations so the funding is decreased. The study undertaken is useful in a limited way in the sense that although it highlights the budgetary decisions of the administration regarding maritime agencies and programs, it does not throw any light on the implications of these decisions and the justifications given by administration for taking such decisions. The study appears to be a collection of