Marketing Management in Practice Case Study Example | Topics and Well Written Essays - 4000 words

Marketing Management in Practice - Case Study Example The report will also define the segments which need to be addressed by the company in order to enhance their sales. The later part of the report explains the justification of the product launch and various objectives which would be helpful to achieve targets, and finally it concludes with the sales forecast and the Marketing Mix. Although soft drinks trends patterns are substantial in Australia still there are many factors which will play an important part in the acceptance of the product by the consumers. There is healthy demand for the imported fresh juices which can be fulfilled by Cadbury Orange Juice. Cadbury traces its history in Australia since the year 1919. It is one of the leading chocolate and Ice Cream manufacturers in Australia. The major specialty of the company is Chocolate. By merging with the Schweppes, Cadbury expanded its operation and identity. The expansion continued and in 1980 it acquired the Red Tulip confectionery company and broadened its range of fine products to include a vast array of Easter confectionery, as well as After Dinner Mints. The company entered the Asian region in 1995 and established a factory in Beijing, China. After being successful in the Chocolate and Ice Cream business the company is planning to launch the range of 100% pure orange juice that will use fresh, rather than concentrated juice. Following are some successful products of the company (Cadbury Schweppes Pty Ltd, 2009). 'Australian Chocolate Brands in last Two Decades: Time Out Bar (1995) The launch of chocolate-covered wafer Time Out bar was a phenomenal success - the first brand to reach the top five best-selling bars in its first year Favourites Boxed Chocolates (1998) Cadbury Australia introduced Favourites boxed chocolates in 1998, giving Cadbury fans a selection of their favourite Cadbury products in bite-size pieces. Dream Cadbury Dream Block (2001) The new Cadbury Dream block was promoted as "real whiter chocolate, wicked taste". It took four years of research to perfect the flavour, but it was an astounding success. Boost Boost Bar (2006) Boost bar was launched in 2006 and was immediately successful.' (Cadbury Schweppes Pty Ltd, 2009) 2.2 Macro Environmental (PESTLE) analysis: In order to understand the external environment of the Company it is important to undertake the PESTLE analysis, which is as follows: Political: Decrease in demand due to unstable political situation. Economic: Imposition of Tax or quota from the Government on the major players of market in order to avoid monopoly in the market. Socio-cultural: The

Personnel Economics Essay Example | Topics and Well Written Essays - 1750 words

Personnel Economics - Essay Example The company has the following operational units: Enterprise Fleet Management, Enterprise Car Sales, Enterprise Rent-A-Car, and Enterprise Rent-A-Truck. In spite of the fact that a customer within each and every one of these markets is in need of different products, every customer, whether private or business, requires a convenient, speedy and reliable service. Car rental as a business continues to be competitive. Enterprise is continually expanding the range of services it has, in a bid to meet the needs of the consumers (Kazanjian 40). Apart from business rentals at city and airport locations, the company also avails replacement cars for the repair of accidents, holiday rentals at short-term intervals for special occasions or breaks, and courtesy cars to be used in garages. Moreover, the enterprise offers a service of collecting consumers and taking them to their cars for hire. Upholding high customer satisfaction levels is an essential proponent of growth within the company. Enterp rise’s emphasis is delivering high-class customer service. It has on regular occasions won awards to this accord. The small and local office structure of the company and their entrepreneurial teams of employees have the capacity to whip out crucial decisions independently, and are, as such, able to attain their goals. The case study herein examines the manner in which the enterprise is able to screen and recruit the right personnel and skills in order to attain its business objectives and aims (Kazanjian 44). The Human Resource Management’s Role The human resource management’s purpose is to hire, consequently train, and ultimately develop staff. Where necessary, the department disciplines personnel or dismisses them. Though comprehensive training and development, the enterprise’s employees are promoted in the company and attain their full potential. This modus operandi reduces the company’s need for recruiting external personnel by making maximal u se of the existent talent (Compton and William 36). In terms of cost effectiveness, this is an effective way in which a business can manage its personnel. The human resources department not only functions to manage present staff but also plans for approaches of effecting changes bound to affect its staffing needs in the future. This phenomenon is referred to as workforce planning. For instance, the business may accrue growth into emerging markets such as truck rental. It may also adopt the use of new technology that necessitates new skills, such as global positioning. Moreover, personnel can retire or may be promoted, hence leaving gaps that have to be filled (Kazanjian 48). External changes in the labor market may occur, and this means that fewer skills will be available in a particular area, with other areas being inundated with professionals. Human resource management takes charge of planning for all tenets that define the company’s strategy for planning and recruitment. T he human resource management function of the company, therefore, plays a focal role in the business since all the managers make use of their expertise in their quest to acquire staff. The enterprise has an intrinsic policy of manager promotion from within its existent workforce. What this means is that the business has an obligation to recruit individuals who exhibit potential for growth. On an annual basis, an average of 1,000 employees is recruited into the