Brand Strategy for Supermarket Industry in Hong Kong

Brand Strategy for Supermarket Industry in Hong Kong The advent of computers and technological innovation that has faced mankind in the recent past coupled with varied customers need and aspiration has left the business world to be highly competitive. For this reason, there are a number of strategies that organizations have used to cut for themselves a market edge in this competitive business world. The main strategy is branding usually followed by advertisement and publicity. The concept of branding has come out to be deemed by management of any organization as a top priority (Chaudhuri 2001). Additionally, it has been categorized together with human workforce to be the most valuable assets within an organization. It has been argued that brand building is a long process that utilizes a lot of resources and cannot be separated from advertisement and strong marketing strategies. Organizations have resorted to branding with the belief that it will save them from failing as it will enhance the value of the product/organization. However, many of these organizations fail to have prior knowledge that adequate planning is key to successful branding (Kotler 1997). For this reason, long-term promotion prop up for a brand, on the basis of definitions of the distinctiveness of the target consumers is necessary. Additionally, understanding of customers preferences, aspirations and expectations from the brand need to be considered. History and transition of branding Historically, ‘brand’ was though to mean a hot or burning thing and thus associated with marking of animals with unique symbols so that owners can easily identify them (Gregory, 2003). The process involved burning an iron that has been fashioned into a distinct symbol then pressed on the animal skin leaving a permanent mark. Over the years the term has been used in a wider context especially in the field of business to refer to â€Å"name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one selle r or group of sellers and to differentiate them from those of other sellers (Chaudhuri 2002). One notable example of earlier use of branding in China, where merchants used branding names â€Å"Misty Mountain Tea†, or â€Å"Garden in the Sky Tea† to sell poor quality garden tea to buyers Oscar Wilde wrote that pessimist is an individual that who is a ware of all things but do not know the price of anything. It is only in the recent past that top management have deem brand to be an important asset to their organization. (Davidson 1998; Ward and Perrier 1998) In simple terms, brand is entity that provides end-users with an added value on the basis based functional performance. All these help distinguish the product or service being offered by a business entity. The four Ps of marketing has been used for a very long time to bring about values associated with a brand (Lancaster 1995; Kotler 1997) As time passed, knowledge possessed by the community that engage in marketing has led to managers being brand leaders. There is recognition of branding strategy as source of competitive advantage in domestic markets (Chaudhuri 2001; De Chernatony 2001; Moore et al 2000).

Achievement of Modern Bureaucracies Essay Example | Topics and Well Written Essays - 1750 words

Achievement of Modern Bureaucracies - Essay Example In an extreme form bureaucratic organizations fail to do what they are supposed to because rules and regulations are applied so rigidly that employees lose sight of what their job is. Bureaucracy, as a sociological concept, was originally developed by Max Weber, one of the first sociologists to consider the role of individuals in relation to the structural determinants of social action. Much of his work was concerned with the notion of â€Å"rationality†, which he used to explain the development of Western society which was increasingly based on science and calculation. Bureaucracy, combined with the growth of large organizations throughout the nineteenth century, led Weber to conclude that the decisive reason for the advance of bureaucratic organization was its purely technical superiority over any other form of organization. In short, it was a description of an ideal type of organization. Not ideal in the sense that it was perfect or one that should be aimed for, rather that its structure contained specific elements that characterized it as a bureaucracy and which were necessary to manage the organizations of the day. This occurs in part because public bureaucracies sometimes perceive themselves as guardians of the national interest: there is the idea that they embody ideals that transcend the policies of particular government: they can develop a character of their own and become set in their ways and difficult to change. In these circumstances professionals can be more concerned with their own survival than with the broader aims of providing for needs of the consumers of their service. This can be observed in the barriers that can exist between the different wards and departments and the lack of co-operation that ensues. The study of spatial separation is called proxemics; it involves the exploration of different practices and feelings about interpersonal space within and across cultures. In the United States, general practice allows intimate communications between close friends to occur at very short range. Conversations with acquaintances are often held at a 3-4 feet personal distance. Work-related discussions between colleagues may occur at a social distance of 4 to 12 feet with more impersonal and formal conversations in public occurring at even greater distances. Not only it is important to know and observe common practice with regard to the nature of the underlying relationships (intimate, friendly, work-related or casual) between two parties; it is also imperative that these practices be adapted for cultural differences. In some societies, sharply different practices prevail. For example, Latin America and Asian cultures generally favor closer distances for personal conversations; and workers in Arab countries often maintain extremely close contact. Therefore, sender should be aware of cultural norms and the receiver's preferences, and make an effort to understand and adapt to them. Bureaucratic Power Political conflict does not end after a law has been passed by Congress and signed by the president. The arena of conflict merely shifts from Capitol Hill and the White House to the bureaucracy - to the myriad departments, agencies, and bureaus of the federal executive branch that implement the law. Despite the popular impression that policy is decided by the president and Congress and merely implemented by the federal bureaucracy, in fact policy is also made by the bureaucracy. Indeed, it is often remarked that "implementation is the continuation of policy making by other means." The Washington bureaucracy is a major base of power in the American system of government - independent of Congress, the president, the courts, and the people. Indeed, controlling the bureaucracy has become a major challenge of democratic

12 month Integrated Marketing Communication campaign for Nike Coursework

12 month Integrated Marketing Communication campaign for Nike - Coursework Example The business will sell Nike brand of products that it produces to ideal customers cover all classes of people (Joseph, Gregory and Thomas, 2011). The products stand unique in the market because of the affordable prices that they will be charged. The owners of the business are professionals in the industry; this was to ensure that their skills can as well be combined in the production exercise. The business has future projects of expanding its operations to the foreign markets and thereby expands the markets of the business to enable the business increase the sales to greater heights and then maximize on the profits. The marketing communication campaign is very much effective in the attracting and drawing of customers to the business, creating a good image of the business and therefore retaining the loyal customers whose loyalty had been won by the business. It is also important to highlight that this campaign is very much aware of the size of the market segment that is within the capture as well as the market segment it intends to sell Nike product to. The market knowledge is very crucial as a mistake made in the location of the target market is almost to near impossible in correcting (Terence and Craig, 2012). This paper delves in the discussion of Integrated Marketing Campaign, (IMC). This can be defined as the measure that the various firms use in attempt to achieve and reach the set targets, missions, goals and objectives that were put in place during the initial stages of planning. In this approach, it is therefore important to highlight that the techniques that will be used by the firms and business institutions are complementary in nature. This is because each method kind of gives another support in one way or the other and they can be used I place of the other as well since they are all geared towards one target. In this