Accelerating the Research Process
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This 3 page paper looks at a case supplied by the student and considers a situation where planned market reseach used quantitative research followed by qualitative reseach needs to be ready earlier than the planned finish date. The paper considers the way that the schedule may be changed to accelerate the results. The bibliography cites 3 sources.
Filename: TEmktsil3.rtf
Paper Title: Accelerating the Research Process

Achieving “Customer Delight” at Roche Diagnostics
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A 5 page paper discussing a 1999 article outlining the processes that Roche Diagnostics used to increase its share of “very satisfied” customers in an effort to move beyond that classification into “delighted” customers. Roche’s ultimate goal was to increase market share and revenues. The rationale was that not only were “delighted” customers far more likely to be long-term repeat customers, they also were far more likely to recommend Roche to their friends and colleagues, not only increasing Roche’s revenues but also saving the company the expense of developing these customers itself. The initiative paid off: Roche became the fastest-growing division in its industry. Bibliography lists 3 sources.
Filename: KSmgmtCustDelite.rtf
Paper Title: Achieving “Customer Delight” at Roche Diagnostics

Acorn Computers: A Strategic Case Study
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This 10 page paper looks at a case study (provided by the student) of a company which adopted short term decisions rather than take on long term strategies. Acorn Computers was a victim of its own success, this paper consider the position of the company between 1982 and 1985, looking at the decisions which were made and the way in which they effected that market. This includes a SWOT analysis of the company's position at this time, investigation of the problems that resulted from the short term decision and the way in which management constrained its own choices thorough those decisions.
Filename: TEacorn.wps
Paper Title: Acorn Computers: A Strategic Case Study

Activity-Based Costing Applied to Marketing Costs
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A 3 page paper discussing the case of Colombo frozen yogurt and General Mills’ experience in dealing with the market shift from independent shops to impulse purchasing in a variety of locations. The paper provides a table more realistically assigning shipping and merchandising costs to each market type to reveal greater profitability than was apparent under a non-ABC approach to allocating costs. Bibliography lists 1 source.
Filename: KSmktgABC.rtf
Paper Title: Activity-Based Costing Applied to Marketing Costs

Adidas Promotional Campaign during the 2008 Beijing Olympics; A Case Study
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This 4 page paper looks at the marketing undertaken by Adidas during the 2008 Beijing Olympics looking at the sponsorship during the Olympics and the 'heritage' campaign considering how and why they were undertaken and assessing the results of the marketing actions. The bibliography cites 10 sources.
Filename: TEadidasolym.rtf
Paper Title: Adidas Promotional Campaign during the 2008 Beijing Olympics; A Case Study

Advertising Communications; Nokia;
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This 6 page paper considers the advertising strategy of Nokia in the mobile telephone market, considering it in isolation with reference to the five communication effects as well as in comparison to other competitors such as Siemen's and Ericsson. The paper looks at specific advertising campaigns and analysis them against this framework. The bibliography cites 10 sources.
Filename: TEnokia3.wps
Paper Title: Advertising Communications; Nokia;

Aer Lingus Case Study
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This 24 page paper looks at the Irish airline Aer Lingus and considers it marketing and strategy. Written in five parts that paper examines how the company has managed to place customers first so effectively, how knowledge of their customers buying behaviours have helped with decision making processes, the use of customer perception in marketing, the value of relationship marketing and how this may be implemented at Aer Lingus. The bibliography cites 21 sources.
Filename: TEaerlingus.rtf
Paper Title: Aer Lingus Case Study

AIBO in the US
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This 8 page paper looks at the problems that Sony have had in launching AIBO in the US market. The paper considers why there may have been problem, how the product should have been adapted to suit the US market, the risk of marketing the AIBO in the US and the differences in the Japanese target market and the potential US target markets. The bibliography cites 6 sources.
Filename: TEAIBO1.rtf
Paper Title: AIBO in the US

Air Canada
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This 5 page paper presents an overview of the company as it stands now inclusive of its financial position and marketing plans. The merger with Canadian Airlines is discussed. Competitive factors are assessed and recommendations made. Bibliography lists 5 sources.
Filename: SA030Air.rtf
Paper Title: Air Canada

Airbus, Boeing, and Sematech: Competition is Keen
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A 5 page overview of the competition between Airbus, Boeing, and Sematech in the Airplane manufacturing industry. Recounts the successes and challenges of each company. Emphasizes that appropriate merger strategy coupled with a philosophy of producing the best product at the best price drives each of these companies. Bibliography lists 7 sources.
Filename: PPboeing.wps
Paper Title: Airbus, Boeing, and Sematech: Competition is Keen