netrashetty
Netra Shetty
Marketing Research of Whataburger : Whataburger is a privately held, regional fast food restaurant specializing in hamburgers. The company, established by Harmon Dobson, opened its first restaurant in Corpus Christi, Texas on August 8, 1950. By 1960 the chain had grown to 17 locations in Texas, Tennessee and Florida. Today, Whataburger Restaurants, LP is still owned and operated by the Dobson family and has nearly 700 locations in the United States (Texas, Arizona, New Mexico, Oklahoma, Louisiana, Arkansas, Mississippi, Alabama, Florida, and Georgia). Operations in Mexico have currently been suspended. The corporate headquarters was in Corpus Christi, Texas until a move to San Antonio in 2009.
Retail improvement helps support growth
The development of more stable, normative retail channels over the review period has been one of the key drivers of growth, and will continue to support sales in the future. Most markets have seen significant development – in Mexico, for example, large retailers such as Wal-Mart de México, Controladora Comercial Mexicana, Organización Soriana and Grupo Gigante have all committed themselves to opening new outlets that have improved consumer choice and grown the market. Argentina has seen consumers switch from local stores to chained parapharmacies/drugstores, such as Farmacity, Vantage and Zona Vital in response to their better range of products.
Even less mature markets have seen retail development. Bolivia, Ecuador and Guatemala have all seen booms in direct selling. Large international producers like Avon have taken advantage of the relative absence of chains and driven sales by going directly to the consumer. Retail channels are anticipated to go on improving over the forecast period, with store-based retailing taking a larger share.
Lack of market regulation affects sales
A key trend across the region is the grey market for cosmetics and toiletries goods, which is undercutting sales and brand equity. Many markets suffer from the widespread availability of counterfeits, piracy and parallel trading – the fragrances market in particular suffers from this, as branding is most important here, and is the easiest part of a product to replicate. Some of these products are produced domestically, but the bulk of products appear to be Asian imports.
Undoubtedly, these sales are hurting established cosmetics and toiletries brands, and producers, trade associations and local governments are working to curb the problem. However, law enforcement in the region is under-funded, and control of counterfeit cosmetics and toiletries products is low priority. These problems are typically found in poorer, less stable markets such as Peru, Bolivia and Ecuador, but the region is rife with it – even wealthier markets such as Mexico and Brazil are suffering significant incursions into market value.
Forecast remains strong
Despite these difficulties, regional growth is anticipated to remain healthy, with forecast gains of 30% in constant terms over 2007-2012. The market is sufficiently immature to see growth continue. Even if anticipated recession inhibits potential, the improved availability of products and their marketing, thanks to international producers and chained retailers, will drive growth. However, the region has shown itself to be economically unstable in the past, and sustained economic growth will be the key driver of value over the forecast period, empowering more consumers.
Marketing is one of the most important processes in any business, because it can be considered as an imaginary line which connects the customers and the firm. In that case, it will be important to ensure that it is properly planned and implemented. The Peninsula Hotel Groups is considered as one of the most well-known name in the hotel and hospitality industry in the world, not only to its survival in the industry for a long time, but also because of its quality and being classic.
This paper will focus on analyzing the different marketing processes of Peninsula hotel which focuses on the corporate, customers and competitors marketing strategies. It evaluates the current effectiveness of the said marketing strategies, at the same time, talk about the connections of the different marketing theories behind the process of strategic marketing planning by using 2 marketing models, which are: marketing strategy triangle and Porter’s generic strategies.
The study focus on the current international or global marketing strategies of the company which pertains on its application of technologies such as the Internet and its website which enables the customers to retrieve and access information regarding the hotels, at the same time, enables them to reserve and book their stays. It also focus on the segmentation process which enables the hotels to focus on the specific needs of each and every groups of their common and possible customers such as VIP, business, family, honeymoon, adult and children. The said factor helps the company to have a strong relationship with their customers. In addition, this study also focuses on the company structure, and its connection to the marketing process of the hotels. It shows that the hotels uses an integrated marketing communications which enables one department or individual to plan, manage and control the different marketing resources, which help the group to have consistent standards and results.
Retail improvement helps support growth
The development of more stable, normative retail channels over the review period has been one of the key drivers of growth, and will continue to support sales in the future. Most markets have seen significant development – in Mexico, for example, large retailers such as Wal-Mart de México, Controladora Comercial Mexicana, Organización Soriana and Grupo Gigante have all committed themselves to opening new outlets that have improved consumer choice and grown the market. Argentina has seen consumers switch from local stores to chained parapharmacies/drugstores, such as Farmacity, Vantage and Zona Vital in response to their better range of products.
Even less mature markets have seen retail development. Bolivia, Ecuador and Guatemala have all seen booms in direct selling. Large international producers like Avon have taken advantage of the relative absence of chains and driven sales by going directly to the consumer. Retail channels are anticipated to go on improving over the forecast period, with store-based retailing taking a larger share.
Lack of market regulation affects sales
A key trend across the region is the grey market for cosmetics and toiletries goods, which is undercutting sales and brand equity. Many markets suffer from the widespread availability of counterfeits, piracy and parallel trading – the fragrances market in particular suffers from this, as branding is most important here, and is the easiest part of a product to replicate. Some of these products are produced domestically, but the bulk of products appear to be Asian imports.
Undoubtedly, these sales are hurting established cosmetics and toiletries brands, and producers, trade associations and local governments are working to curb the problem. However, law enforcement in the region is under-funded, and control of counterfeit cosmetics and toiletries products is low priority. These problems are typically found in poorer, less stable markets such as Peru, Bolivia and Ecuador, but the region is rife with it – even wealthier markets such as Mexico and Brazil are suffering significant incursions into market value.
Forecast remains strong
Despite these difficulties, regional growth is anticipated to remain healthy, with forecast gains of 30% in constant terms over 2007-2012. The market is sufficiently immature to see growth continue. Even if anticipated recession inhibits potential, the improved availability of products and their marketing, thanks to international producers and chained retailers, will drive growth. However, the region has shown itself to be economically unstable in the past, and sustained economic growth will be the key driver of value over the forecast period, empowering more consumers.
Marketing is one of the most important processes in any business, because it can be considered as an imaginary line which connects the customers and the firm. In that case, it will be important to ensure that it is properly planned and implemented. The Peninsula Hotel Groups is considered as one of the most well-known name in the hotel and hospitality industry in the world, not only to its survival in the industry for a long time, but also because of its quality and being classic.
This paper will focus on analyzing the different marketing processes of Peninsula hotel which focuses on the corporate, customers and competitors marketing strategies. It evaluates the current effectiveness of the said marketing strategies, at the same time, talk about the connections of the different marketing theories behind the process of strategic marketing planning by using 2 marketing models, which are: marketing strategy triangle and Porter’s generic strategies.
The study focus on the current international or global marketing strategies of the company which pertains on its application of technologies such as the Internet and its website which enables the customers to retrieve and access information regarding the hotels, at the same time, enables them to reserve and book their stays. It also focus on the segmentation process which enables the hotels to focus on the specific needs of each and every groups of their common and possible customers such as VIP, business, family, honeymoon, adult and children. The said factor helps the company to have a strong relationship with their customers. In addition, this study also focuses on the company structure, and its connection to the marketing process of the hotels. It shows that the hotels uses an integrated marketing communications which enables one department or individual to plan, manage and control the different marketing resources, which help the group to have consistent standards and results.
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