Starbucks started its operations in 1971 in Seattle. In 1982 it was joined by Howard Schultz as director of retail marketing and operations. At that point in time, the brand started to get recognition and good restaurants and espresso bars. This was when Starbucks started to earn a good name for it. It was in 1983 when Schultz traveled to Italy Continue reading
In order to have a better market concentration, it is necessary for an organization to have better market capitalization and presence in the mind of the customers. There are many possible aspects to sectionalize one market and make some targeted option on which, the marketers can apply their thoughts and their approach techniques. I would like to tell you the marketing story of my favorite pizza brand – Spiro’s Pizza. Continue reading
The United States Supreme Court made a decision in 2007 which provided a greater tolerance for vertical resale price maintenance (RPM). A vertical RPM is a minimum price maintenance agreement in which a manufacturer maintains a price floor at which distributors or retailers might sell their product. Since this vertical minimum RPM agreement, it is possible that online retailers might refrain from using their low-cost structure to underprice their competition. Continue reading
The emergence of E-Commerce is not a phenomenon of 20th Century but existed in form of electronic data interchange for the standardized computer to computer exchange of information either within the organization or between two organizations (Mckinsey,2016). However such transactions were limited to business and common people has a limited role to play. Continue reading
Campaigns have the ability to pull the potential audience to the stores and encourage them to buy the products. Many companies would spend millions of dollars to create a single campaign. The marketers would try to catch the pulse of the audience or hit on their emotional point to make them get connected to the campaign. Continue reading
Zara is considered as one of the most creative fashion brands in the world. It was founded by Spanish businessman Amanico Ortega in 1975. Zara is known for its innovation in fashion industry. The company has a history of making good strategic decisions . Their strategies for handling market competition are replicated by its competitors since long. Continue reading