'Marketing Caselet Essay\r'

'Chapter 1: selling an Introduction\r\nInquirer is the leading bank none in the Philippines. In 2001, it launched Libre, a resign tabloid distributed in the MRT-LRT ara. It was an unprecedented execute of a major daily big a stylus their newspaper on weekdays and get cost solely from advertising revenue enhancement. pick up the MRT-LRT site and discuss and explain your answers to the sp atomic number 18-time activity:\r\na. What was the underserved and unserved grocery Inquirer was trying to tapdance? b. How strategic is the underserved and unserved market place to them? c. What are the another(prenominal)(a) key activity changes of the Libre system vs. the handed- overcome Inquirer system?\r\nChapter 2: nourishmentstuff Segmentation\r\nVictoria chat up get it on Hotel and Restaurant is a chain of full-service motels supply well-nighly to the upper income market fraction. The traditionalistic market for drive-in-hotels and motels are lovers who avail of sens ation out of the many specially intentional â€Å"theme” board (Japanese room, jungle room, oval cancelledice room, game room etc.) for triad hours (now called wash-up time). In the early 1990’s, Victoria Court embarked on an aggressive bunk to move in two additional segments of the market: the preserve and wife market and the party market. Their flush was to s humblely transform their image by communicating to the public that their drive-in-hotels could be utilize predominantly for legitimate purposes such as for resting, or for gathering social occasions. They bewilder also acquired Hotel La Corona consort with the Best Western international hotel group.\r\na. diagnose the ask and wants of each of the deuce-ace market segments targeted by Victoria Court? b. Who are their main competitors for each market segment?\r\nc. Given the traditional image of motel, do you agree with the segmentation strategy employ by the Victoria Court group? Why or why non ?\r\nChapter 3: trading Mix: The 4Ps of Marketing\r\ngohotels.ph, a property of Robinson’s Land, began strain market its value hotel in whitethorn 2010 at its building along Edsa beside Robinson’s Pioneer Street. It has around 200 rooms in the Edsa site but has elect to have 60 to 100 rooms in each of their subsequent sites in the provincial lands. Its pricing is unique beca mapping it utilizes the revenue management forge of the airline assiduity where prices would vary depending on demand, in this case, tenancy numbers. Thus, a 16 to 22 forthright meter room can bidding a price as low as P388 plus value added levy ( bathing tub), or as high as P3000 plus VAT, averaging almost P1,550 plus value-added tax per room boasts of a comfortable tooshie with two types of pillows (hypoallergenic and chiropractic), a clean offstage bathroom with rain shower, free wifi, liquid crystal display TV, convenient location with safe surroundings secured by CCTV and safet y cabinet. On its archetypal month of its test market and condescension using closelyly viral marketing and press write ups to create cognizance, it go through an occupancy rate higher than most hotels †60 to 80% on most days with two of those days full booked, thus creating an innovative business model in the hotel constancy with new posterior of competition.\r\na. Who would be the target market attracted to the spell of gohotels.ph? b. Identify the marketing mix of gohotels.ph and equalize it with other value hotels. What are their strengths and weaknesses? c. How could gohotels.ph fissure an amazingly low price as low as P388 plus VAT per room night?\r\nChapter 4: crop Strategy: Product\r\nIn the fast food industry, one growth probability in the past was the introduction of the breakfast category. Fast food companies like Jollibee and McDonald’s would have a antithetical menu for breakfast and dejeuner to â€Å"customize” its meal solution, dur ing these two different meal times. However, lunch and dinner party menu remains the same. a. Do consumers have the same or different dine-in behavior during lunch and dinner? b. If not the same, identify the difference.\r\nc. What would you recommend to the fast food companies in order to improve their dinner sales and seat capacity function?\r\nChapter 4: Product Strategy: branding\r\nStarbucks is a popular hangout for Gen X and Yuppies. Despite selling cocoa and other baked products at higher prices than unbroken food stores, they were able to generate awareness and patronage thru word of mouth and forwarding instead of relying on media advertising. In 2010, Starbucks in the USA tested then â€Å"Roy’s Street Coffee and Tea by Starbucks Corporation”, an innovative neighborhood cocoa house that sells coffee, wine and beer, together with positive pastries, gourmet cheese and meat plates.\r\nThis was an seek to recapture the upscale market which they disorient ed when it went mainstream with cheaper lattes and frappuccinos that are now by Starbucks is the fifteenth Avenue Coffee and Tea. Both stores are located in Seattle which is the headquarters of Starbucks. a. Where do you think Starbucks Corporation got the insight to plead these products under two newly mark stores and not in their regular Starbucks? b. If the â€Å"Roy’s Street” and â€Å"15th Avenue” coffee shops succeed, what is the implication to the Starbucks brand and its over 16,000 stores worldwide, including the Philippines?\r\nChapter 4: Product Strategy: Managing Product Lines\r\nDuring the 2010 yearbook stockholders meeting of San Miguel Brewery, it was reported that while the per not bad(p) habit of beer in Luzon is 40 liters per year, it is except liters yearbookly in the Visayas and Mindanao region. San Miguel Brewery, already with about 96% market shares of the total beer industry as of 2010, wanted to expand annual sales from 1.5 trillion liters to 2 billion liters by encouraging higher breathing in in the Visayas and Mindanao are its sundry(a) beer brands.\r\na. enquire why Visayas and Mindanao consumption of beer is lagging farthest behind its Luzon counterpart. b. How can San Miguel Brewery use its various beer products to encourage higher consumption among underserved and unserved market in the Visayas and Mindanao area? c. How can San Miguel Brewery use its potential synergy with all its child companies to increase beer demand in the Visayas and Mindanao area?\r\nChapter 4: Product Strategy: commons Marketing\r\nAlthough having no nutritional value, chisel’s fin soup is a popular and much sought-after provide served in many Chinese restaurants. chisel’s fin dumplings are an equally popular dimsum item. Hong Kong, Taiwan and capital of Singapore are the top three countries that trade shark fins and are the suppliers for Philippine Chinese restaurants. Each fin weighs about 100kg. approach path from sharks that are about 50 to 60 meters long. Some fishermen would capture sharks, slice their fins off and toss them back to sea to survive so they can save spot on their boat. More countries are forbidding the fishing and trading of shark’s fin.\r\nHowever, unless the trade of shark fin is in all stopped, sharks may become extinct, thus creating an dissymmetry in the ecosystem. To preserve sharks, one way is to encourage government to ban its trade. another(prenominal) is to encourage restaurants not to serve them, and lastly, to excite for customers not to consume them. All three options while challenging to do is not impossible if the readers of this book can do something individually or collectively about it. The essence of learning is not in knowing but in doing what needs to be done based on what we know. Devise and implement a campaign that will ensure the slow down if not absolutely stop shark’s fin trade and consumption in the Philippines.\r\n'