Industry Research Part I

Axia College Material

Appendix B

Annotated Bibliography

Week __________

Article One : INDUSTRY RESEARCH-AUTOMOBILE

Article or Web site reference : www .volvo .com

Summary of Article or Web site

The essence of a product to compete globally is to combine the various elements of the marketing mix viz , Product , Promotion and Distribution in such a way that it attains the necessary volume of sales at a cost that will permit to make a desired profit . The way these elements are to be combined depends on the target market to be served

and should study the needs and wants of the target consumers and analyze the unique blend of various elements of the marketing mix has to be designed to reach a specific group of consumers . The planning of placing the product in the global arena is a unique strategic decision of the overall marketing planning . The elements of a marketing plan include marketing situation analysis , problems and opportunities analysis , objectives , marketing strategy and programme , marketing budgets and sales volume , cost /profit estimate

The other area relates to the target markets , market positioning and marketing expenditure levels . The interdependence of these decision areas defines the structure of the marketing strategy and determines whether or not they form an effective plan of action

In combining different components , helps identify the elasticity in the key element in the competitor strategy . A number of factors affect the success of the product- the type of market , stage in evolution and competitive conditions . The firm must try to find the best combination or optimum marketing mix for its particular situation at a particular time keeping in note the costs change , competition changes and consumer tastes change

References

Beaumont ,P .B (1993 ) Applied Microeconomics for Decision Making , Sage Publications , London

Article Two : SOUTHWEST AIRLINES

Article or Web site reference : www . southwest airlines .com

Summary of Article or Web site

With the pooling of airlines throughout the world , air travel has become more competitive . Much study has been made as to how this system is going to benefit the passengers and the airlines

It has been found that there has been tremendous improvement in the benefits given to passengers i .e , in the fare structure , allotment of seats , concession in the hotel accommodation , priority check in facilities , shopping benefits etc . Airlines launch many types of public relation programmes and one has to become a member to avail such facilities . With the fares coming down considerably , airlines are encouraging people to travel more

It is a private airline based in Dallas , Texas and is flying to almost all the countries of globe , having a fleet of approximately 90 wide bodied planes consisting of Boeing and Airbus . For traveling passengers , has given many options as per the price they can pay . It has four travel classes : Economy , Premium Economy , Royal Silk and Royal First

Economy Class : As usual , this is the cheapest class in air and seat dimension is smaller than other class . There is a choice of and Western food . Alcoholic...