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Papers On Marketing Case Studies
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A SWOT Analysis of the Maytag Corporation
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This is a 3 page SWOT analysis of the Maytag Corporation (2003). A SWOT analysis (Strengths, Weaknesses, Opportunities, & Threats) of the Maytag Corporation reveals an internationally strong corporation with a good reputation which has recently discovered some of its own weaknesses and areas of vulnerability and has experienced great losses within its first quarter this year (2003) in which it will need to cut over 500 salaried positions for partial recovery. Maytag has however, continued to be innovative in regards to future opportunities and has not only extended its product line and market but also has extended further into the international market with a production agreement with Daewoo Electronics of Korea. Threats to the company include lower production costs in other countries which have resulted in Maytag closing some of its U.S.-based plants and building new plants outside of the U.S. Bibliography lists 5 sources.
Filename: TJMaytg1.rtf

A Ten-Week Analysis Of AT&T Stock
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A 5 page report on the stock share prices of AT&T Corporation over a ten week period of time. The report also briefly explains p/e ratio and AT&T's p/e ratio as compared to the industry. Two illustrations are provided. Bibliography lists 4 sources.
Filename: PGattstck.msw

Accelerating the Research Process
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This 3 page paper looks at a case supplied by the student and considers a situation where planned market reseach used quantitative research followed by qualitative reseach needs to be ready earlier than the planned finish date. The paper considers the way that the schedule may be changed to accelerate the results. The bibliography cites 3 sources.
Filename: TEmktsil3.rtf

Achieving “Customer Delight” at Roche Diagnostics
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A 5 page paper discussing a 1999 article outlining the processes that Roche Diagnostics used to increase its share of “very satisfied” customers in an effort to move beyond that classification into “delighted” customers. Roche’s ultimate goal was to increase market share and revenues. The rationale was that not only were “delighted” customers far more likely to be long-term repeat customers, they also were far more likely to recommend Roche to their friends and colleagues, not only increasing Roche’s revenues but also saving the company the expense of developing these customers itself. The initiative paid off: Roche became the fastest-growing division in its industry. Bibliography lists 3 sources.
Filename: KSmgmtCustDelite.rtf

Acorn Computers: A Strategic Case Study
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This 10 page paper looks at a case study (provided by the student) of a company which adopted short term decisions rather than take on long term strategies. Acorn Computers was a victim of its own success, this paper consider the position of the company between 1982 and 1985, looking at the decisions which were made and the way in which they effected that market. This includes a SWOT analysis of the company's position at this time, investigation of the problems that resulted from the short term decision and the way in which management constrained its own choices thorough those decisions.
Filename: TEacorn.wps

Activity-Based Costing Applied to Marketing Costs
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A 3 page paper discussing the case of Colombo frozen yogurt and General Mills’ experience in dealing with the market shift from independent shops to impulse purchasing in a variety of locations. The paper provides a table more realistically assigning shipping and merchandising costs to each market type to reveal greater profitability than was apparent under a non-ABC approach to allocating costs. Bibliography lists 1 source.
Filename: KSmktgABC.rtf


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