ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing at Levi's
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This 4 page paper considers a plan by Levi Strauss to enter the mass market as well as maintaining a position in the premium market. The paper argues that maintaining two different market positions is unlikely to be successful. The paper then considers how the company may use data mining to obtain information before making the decision to enter this market. The bibliography cites 3 sources.
Filename: TElevimass.rtf

Marketing at Lloyd's TSB Private Banking
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A 6 page paper discussing the high-end services available to this bank's wealthiest clients and the manner in which the bank markets those services. Some of the benefits available to wealthy clients are open to all account holders in other countries, such as a no-charge debit card linked to a cash account. Other services include asset management and broker services. The bank's valuable services truly are valuable, but it likely will need to adjust its marketing to the wealthy in order to continue to have success in attracting those customers. Bibliography lists 10 sources.
Filename: KSLloydsTSB.wps

Marketing at Lunds Hotels
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A 10 page paper discussing ways that a small, regional (and fictional) hotel chain can market itself to better compete with the world-wide chains nearby. Larger chains have greater access to these technological advances, but smaller ones such as Lund are better able to read customer desires and adapt practices to meet those needs. Lund's very size is a point that marketers can exploit. Bibliography lists 12 sources.
Filename: KShotelsMktg.wps

Marketing at McDonald’s in 2003
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A 10 page paper examining McDonald’s recent results in terms of marketing considerations. The paper uses Porter’s Five Forces, PEST Analysis and a SWOT Analysis to conclude that McDonald’s is long overdue in choosing to move along with the baby boomers that helped to create the business that now is in decline. The brand is strong, but it has come to carry a negative connotation in many respects in the past several years. The company needs to examine demographic data and begin concentrating its marketing toward older consumers and those of Hispanic origin. Bibliography lists 10 sources.
Filename: KSmktgMcD2003.rtf

Marketing at Nike
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A 6 page paper discussing the maturing Nike. The company has created several dedicated divisions, is paying more attention to women's involvement and has introduced its Shox line retailing for $150. Growth has slowed, but Nike's stock price has risen as it reorganizes itself in the form of the large company it is. The paper examines some of the marketing challenges before the company. Bibliography lists 8 sources.
Filename: KS-Nike2001.wps

Marketing at the Bank of New York Company
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A 7 page paper discussing this bank's strategy for the future. Bank of New York Company is one of those banks that have given rise to the image of the highly-conservative, wealth-building banker. Highly profitable, the bank is the leader in ADR and actively seeks out those emerging affluent who are likely to become wealthy in the course of their careers. Bank of New York Company is the nation's oldest bank still operating under its original name, and current management intends to maintain that distinction. The bank jointly focuses on stability and high-return business, seeking to gain the greatest benefit from both. Bibliography lists 9 sources.
Filename: KSboNY.wps

Marketing at Toys R Us
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A 5 page paper discussing the decline and current recovery of this pioneer of the “superstore” concept. Toys R Us still struggles, though it is far from unprofitable. It still posts net losses, but against gains in total revenues. The company seems to be on the right track to regain much of the ground it lost when retailing changed to the surprise of unprepared senior management. It seems that senior management has acknowledged its wakeup call and is acting on it. Bibliography lists 8 sources.
Filename: KSmktgToysRUs.rtf

Marketing at Two Companies
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A 4 page paper exploring customer retention. Rich Cruises and a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking their customers what they truly want, and both should be building cross-marketing alliances with organizations outside their industries. Bibliography lists 4 sources.
Filename: KSmktgCruiseCars.rtf

Marketing at Wal-Mart
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A 16 page paper discussing some of the many ways retailing giant Wal-Mart approaches marketing. Company policy is that the customer is number one, and every employee is urged to engage in creativity and risk-taking to further enhance service to customers along with product volume. The gross strategy has been successful: annual sales have increased from $25 billion in 1990 to $118 billion by the end of 1998; the company's ultimate goal for now is that of reaching the $200 billion mark. The paper includes information on the company's situation, goals, strategies and policies. A short SWOT analysis is followed by sections discussing alternatives, recommendations and implementations, evaluation and control. Bibliography lists 18 sources.
Filename: KSWalMart.doc

Marketing at Zappos.com
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A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
Filename: KSmktgZap.rtf