ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Marketing Audit: FedEx Corporation
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A 22 page paper using Porter's Five Forces analysis, PEST analysis, SWOT analysis and assessment of FedEx's marketing mix to conclude that FedEx retains one of world's strongest and most recognizable brands but needs to focus on three general areas. Those are (1) continuing to identify and address areas not operating as efficiently as possible; (2) giving greater attention to environmental matters that can enhance profitability; and (3) placing FedEx Kinko's under the famous FedEx light of innovation and creativity. The long-term outlook for world oil prices is that they will only increase in the future as developing nations industrialize and lay greater claim on world oil supplies. FedEx needs to ensure it is prepared for the effects of the pressures of future fuel costs. Enhancing the potential of remote printing instead of shipping can develop a distribution channel that likely will be of greater interest in the future. Bibliography lists 14 sources.
Filename: KSmktgAuFedX.rtf

Marketing Audit: Target Corporation
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A 19 page marketing audit of Target. The paper addresses environmental and marketing issues, including a discussion of Target's marketing mix. Target appears to be positioned well to continue the current phase of growth as it progresses to the next point in its history. Target occupies a place between the high prices of the department store and the crowded, cramped nature of its competition's stores, offering higher quality on many of the items that consumers want most. Though the middle class continues to shrink, Target offers those within it a middle class retailer with values to match. Target needs to continue to engage the customer at ever-higher levels, building loyalty that will serve the company both in the present and in the future. Bibliography lists 14 sources.
Filename: KSmktgAudTarg.rtf

Marketing Bahrain’s Fakhrawi Bookshop
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A 41 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist in Bahrain and provides an account of a survey of the company’s customers. Additionally, the paper the company’s external environment, including the political and technological environment in which the business operates as well as the government’s current efforts to promote tourism and the Bahrainisation of Bahrain business. Additional chapters discuss the marketing mix and applies marketing theory to operation of the company. Another chapter provides the results of a customer survey and identifies several alternatives for the business; and the final chapter summarizes the effort and makes recommendations for Fakhrawi Bookshop for the future. Includes 3 tables and an appendix containing the survey questionnaire. The Harvard style bibliography lists 41 sources.
Filename: KSmktgBkBahrain.rtf

Marketing Bahrain’s Fakhrawi Bookshop, Revised
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A 53 page paper assessing customer satisfaction at Fakhrawi Bookshop, a two-location book publisher and retailer operating in Manama, Bahrain. The store’s owners seek to determine the level of satisfaction among its customer base, and whether that satisfaction extends to true customer delight. Toward that end, this paper discusses conditions that currently exist in Bahrain and provides an account of a survey of the company’s customers. Additionally, the paper the company’s external environment, including the political and technological environment in which the business operates as well as the government’s current efforts to promote tourism and the Bahrainisation of Bahrain business. Additional chapters discuss corporate social responsibility (CSR); the marketing mix; and applies marketing theory to operation of the company. Another chapter provides the results of a customer survey and identifies several alternatives for the business; and the final chapter summarizes the effort and makes recommendations for Fakhrawi Bookshop for the future. Includes 3 tables and an appendix containing the survey questionnaire. The Harvard style bibliography lists 44 sources.
Filename: KSmktgBkBahrain2.rtf

Marketing Basics
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This 3 page paper is written in two parts. The first part looks at how a company might decide to market a new product by considering who the target market for the product should be. The second part of the paper discusses different definitions of marketing and creates a new definition. The bibliography cites 4 sources.
Filename: TEMarkdefbasic.rtf

Marketing Ben & Jerry's Ice Cream
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A 10 page paper discussing general marketing at Ben & Jerry's. There is a growing demand for superpremium ice creams as well as the more health-conscious lower fat products of frozen yogurts and sorbets. Ben & Jerry's offers all those choices already, served with social responsibility and a good deal of fun. The company operates its marketing function fully in-house and on a notoriously low budget. Lately, analysts have indicated that Ben & Jerry's should concentrate more on selling Rainforest Crunch than on saving it, and the company has entered into an agreement for archrival Haagen-Dazs to assume national distribution duties. Ben & Jerry's has a history of breaking marketing rules to their advantage, but this rule is the biggest one broken to date. Bibliography lists 13 sources.
Filename: MktBen.wps

Marketing Bollards
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This 8 page paper looks at a case study of a company, with a limited budget, that want to market a new type of polyurethane bollard. The paper identifies the target market and the market sector and then develops a marketing plan using to communicate the benefits of the product and increase brand awareness in a cost effective manner. The bibliography cites 3 sources.
Filename: TEbollards.rtf

Marketing Bowflex
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A 10 page paper discussing the marketing of the Bowflex exercise machine. How good can a product be if it is being sold through an infomercial? It can be very good, indeed, particularly if it is one manufactured and distributed by Nautilus. The Bowflex exercise machine is one that has a reputation for being effective and highly useful for the purpose for which it was intended. The purpose here is to assess Nautilus’ marketing of the Bowflex in terms of the “3 Cs” and “4 Ps” of marketing. The paper recommends that the company increase contact with its target market without alienating its retailers. Bibliography lists 8 sources.
Filename: KSmktgBowflex.rtf

Marketing Budweiser in South Korea
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A 15 page marketing plan for American beer distribution in South Korea. Indications are that South Korea is indeed a prime location of consideration for expanded Budweiser operations and marketing. There is an extensive and lucrative black market in existence for American-made beer, and Budweiser is the most favored brand of US domestic beer. Even in light of the current economic crisis in South Korea, it appears that this is an opportune time in which to enter the market there. Only physical delivery offers much challenge: South Korean unemployment has now exceeded 10 percent, leaving many well-qualified individuals available for "running the store." Bibliography lists 5 sources. Mktg-pl.wps
Filename: Mktg-pl.wps

Marketing CasaComputer in Morocco
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A 27 page paper presenting a plan for marketing US-made computers in Morocco. The Moroccan market appears to be a favorable one for the company to enter. It is growing dynamically, and the government is committed to supporting that dynamic growth rather than discourage it through antiquated perspectives as is so common among other developing economies. The country is politically stable and modernized its banking, tax and corporate laws nearly a decade ago. The paper discusses marketing and product issues in detail including even such items as container labeling requirements for customs. Distribution is discussed in depth, including shipping options both to and within Morocco. The paper includes a profit and loss statement for the first and fifth year, and an appendix with graphic economic indicators. Bibliography lists 17 sources.
Filename: KSMorocco.wps