Analysis of Business and Marketing Articles

The given assignment involves analyzing 17 different articles related to business and marketing from various journals and publications such as Journal of Business Research, Journal of World Business, International Journal of Marketing Studies, Journal of Social Marketing, Atna Journal of Tourism Studies, Journal of International Marketing, Journal of Multinational Financial Management, The International Journal of Human Resource Management, European Management Journal, Nonprofit and Voluntary Sector Quarterly, Business Horizons, Journal of Self-Governance & Management Economics, and Journal of Nonprofit & Public Sector Marketing. Each article is to be summarized in 50-100 words, with specific details about the research question, methodology, results, conclusions, and implications. This comprehensive analysis is expected to provide a deep understanding of the topics and their relevance to business and marketing studies.

Market and
Entrepreneurship

Table of Contents
Activity 1.........................................................................................................................................1
Marketing concept .................................................................................................................1
Exchange................................................................................................................................1
Profit.......................................................................................................................................1
Activity 2.........................................................................................................................................1
Promotional campaigns and market segment of Nestle.........................................................1
Activity 3.........................................................................................................................................2
How company will proceed in estimating the distribution of income in Northern territory. 2
Activity 4.........................................................................................................................................2
Segmented approach and mass marketing..............................................................................2
Recommendations..................................................................................................................3
Activity 5.........................................................................................................................................3
Activity 1.........................................................................................................................................3
Marketing concept of Amnesty..............................................................................................3
Exchange taking place in Amnesty........................................................................................4
Profit.......................................................................................................................................4
Billabong relationships with customers..................................................................................4
Activity 5.........................................................................................................................................5
Discuss how worldwide demographic trends are affecting opportunities for international
marketing................................................................................................................................5
REFERENCES................................................................................................................................7

Activity 1
Marketing concept
Adoption of marketing tool and strategies are important for non profit organisation. They
identify the customers which are interested in their mission and helps them in supporting the
human rights of every individual. This is the part of market segmentation strategy which helps
the organisation to increase their value and image among the world. Furthermore, Product
positioning strategy is also adopted by the non profit company as they ensure that effective
image is built which attracts the people (Altman, 2016). The organisation also supports effective
communication among the people so that they can understand their problem and resolve it
efficient way. In this way the non profit organisation implements market concept in order to
achieve customers satisfaction.
Exchange
Non profit organisation has exchanges their marketing concept with other parties and take help
from them. It has increased their relationships with them as well as with other people.
Profit
The company is mainly involved in providing human rights and basic facilities to the
people. They do not look after their profits as their mission is to help the people. Further, the
main objectives of these companies to increase their strengths and potential to provide human
rights to the people (Cadogan and et.al., 2016).
Activity 2
Promotional campaigns and market segment of Nestle
Nestle has introduced KIT KAT chocolates which has gained high popularity in the
market. They have used various promotional campaigns to increase the popularity and awareness
of its new products to the audience. It has used promotional plans to launch their new product in
the market. It has given more focus to promotional message so that it can be delivered to all. It
has made the message so easy that it can be understood by the customers. Further, the company
has analysed the target market in which they can get success. Further, different communication
channels are used by Nestle to provide their products information (Caligiuri and Bonache,
2016). They have given advertisement of their products on TV, newspapers, social media etc. to
increase its popularity.
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Peter products are also gaining popularity in the market. Their new products are attracting
more customers. They have used various promotional strategies like face to face communication,
telephone contact, emails etc. It has also considered promotional budget and campaign
effectiveness to launch its new product in the market. Both the companies have analysed the
target audience so that their product do not fail. Nestle has targeted children and young
generation because chocolates are mostly liked by this age group.
Activity 3
How company will proceed in estimating the distribution of income in Northern territory
The company which wants to estimate the distribution of income in Northern territory
than it has to analyse the economic conditions of the island. They have to determine the people's
command over their economic resources so that they can determine their success. The
organisation can increase their business if the people are more aware of their products. Further,
estimation of income in this area can be known by deriving the guess of income tax liability,
medical levy charges. Further, the household income is $47,000 per year which is more than
enough for the Australian people to enjoy other things than their basic needs (da Silva and Las
Casas, 2017). This will encourage them to purchase new products of the domestic as well as
foreign countries.
The company can expand its business in Northern territory because the economic
condition of the company is powerful and they will gain success. This will help them to increase
their popularity among different people and achieve their satisfaction.
Activity 4
Segmented approach and mass marketing
FCMG, Unilever and P & G companies are using segmenting approach to increase their benefits.
The approach focuses on dividing the policies into small plans. This approach helps the
organisation to increase their productivity. Segmentation is the practical strategy that helps the
organisation to split the market and customers according to their similarities and differences. It
groups them together on the basis of special characteristics (French, Russell-Bennett and
Mulcahy, 2017).
This strategy helps the organisation to increase their understandability regarding to
current market base. It also helps in making plans according to the needs and demands of the
customers and apply marketing strategies in systematic way. All the three consumer goods
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companies are focusing on segmentation approach to explore their business activities and
determining the opportunities to increase their position in the market.
Recommendations
The organisation have to implement effective market segmentation strategies which are
beneficial for the customers. These strategies will help them to deliver the products and services
effectively. Further, they have to improve customer engagement and brand loyalty so that they
can be able to influence more customers (French, Russell-Bennett and Mulcahy, 2017). They
have to optimize cost efficiency and resource management in order to maintain competitive
advantage. All the organisations have to develop effective relationships with the customers.
Activity 5
Demographic trends affected the international marketing directly. Demographic shifts
focus on the fastest growing age segment. It has directly affected the effective performance of
the international marketing. Due to change in global economy, the firms are looking forward to
becoming more efficient and successful. They require to develop strong marketing strategies to
become successful. Demographic trends has forced the company to increase their productivity
and involve online facilities in their business (Horner, 2016). They have to make use of e-
commerce like facilities of the market so that they can interact more with their customers and
increase their image.
Furthermore, the companies which do not have the chance to operate in internationally
are affected by the EU progress which is based on economic changes. They have to increase their
technical resources in order to compete with technical world. The geographic trends are also
providing various business opportunities to operate in the international market.
Different industries which are benefiting from baby boomers are Toyota, Nestle, Apple,
Nike, Swiss etc.
Activity 1
Marketing concept of Amnesty
Amnesty is non profit international company whose focus is to provide human rights and
to provide justice for the people whose rights are violated. The organisation has focused on
increasing their values among the people by analysing the needs and demands of them. They
believe in promotion of different programs services and events which aware the people for their
rights. The organisation has adopted various strategies like market segmentation, product
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differentiation etc. to increase the customer satisfaction. They are trying their best to provide
various basic rights to the people (Kaleka and Morgan, 2017). The organisation is focusing on
delivering their mission and strategic priorities so that they can encourage public to know the
things which they have right to use. They use marketing tactics to help with prosperity, growth
and funding.
Exchange taking place in Amnesty
The exchange in this organisation takes place when the company wants to buy the service
of other people by providing them money. The exchange process focuses on marketing
relationships. Amnesty makes strong relationships specially with the people whose rights are
violated. It helps them in getting their basic rights and facilities which they actually deserve.
Profit
The organisation do not work to make its own profit. The actual profit which they seek
are public's well being and their rights. The company is working for people so that all class of the
people will get equal opportunities to increase their living standard (Kim, 2017). Further the
organisation is applying marketing concept to achieve their goals and objectives. They are using
various marketing tactics to increase their productivity so that they can connect more people with
them. This will help the company to increase awareness among the public about their rights.
Billabong relationships with customers
Billabong is clothing company and it has focused on attracting the customers. It has
provided various information about their surfing, skiing and skating industries which helps the
customers to know different varieties of the clothes which the company is offering. It is
attracting more customers to purchase different products of the company. The organisation has
also provided little information on its websites which is enough for the customers to contact
them and provide their views. In order to increase the online customers base they have used
various advertisements of the other industries which helps them to display their clothing products
(Lambert, and et.al., 2017).
Customers are always attracted towards the things which are more attractive and
Billabong has adopted effective method which attracts more people. They have displayed the
pictures of skating costumes which are wear by skating industries people. Furthermore, they
have given the information of different industries clothes and dressing in order to attract people.
This helped the company to increase their brand publicity and gain customer's attraction towards
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their products. The organisation has also given option to purchase their product online on the
same website which has given access to the customers (Macedo and et.al., 2016). This has given
the opportunities to the company to strengthens their relationships with target audience.
Activity 5
Discuss how worldwide demographic trends are affecting opportunities for international
marketing
Present time forceful demographic transition around the world. Therefore, different
geographic area different trends of fashion and changing trend. Many of the developed countries
have experience about the demographic culture and different customer choice, preferences about
the product purchasing from the market. Some demographic trends in the world today include
the demand trends, supply trends and external factors this type of fashion trend in one way other
impact on the performance of international marketing (Maier, Meyer and Steinbereithner, 2016).
As per market demands and fashion trend there are a billion of new customer billowing increased
in every year in the world. Hence, the requirement of product and service rise globally.
Now present time shifting demographic around the world, people are spend very low time
on trends, they are changing their behaviour with fashion trends through modernizations and
digitalizations focus on trend are expanding at a higher pace and there is also increased segment
value. Many of the other reasons and external factors increasing trade protectionism such as
supply trend, shortage of labour, changes in tax rates.
Hence, there has been a boom in world economy, companies have regularly tries for more
and more production with efficient and effective on the regular basis (Pucciarelli and Kaplan,
2016). However, demographic fashion trends and its forces influence against their involvement
in the international business. As per market demands and higher customer purchasing power
many of the nations quick development of local and regional trades, including APEC, EU,
ASEAN, etc. Ostensibly, the global demographic fashion trends provides effective future growth
opportunities to international marketing and companies. Every business organizations thought
about the business expansion and introduce products and services into new market with different
marketing strategy to compete their competitors of existing market. Finally, we can say that
irrespective of these trends and competitors marketing environment, the international market is
rise at a faster rates.
Industries which benefits from the ageing baby boomers.
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Many of the industry that are beneficial from baby boomers are auto mobiles company
Toyota, FMCG company Nestle, Swiss multinational company and communication and
technology company Apple Inc. sports and wear firms such as Nike or many home appliances
companies beneficial from the baby boomers and earning more profit from the market with high
customer satisfaction and Brand image (Schor, 2016).
Two other industries set for a baby boomer boom discussed below:-
Health care sector:- As a baby boomer age, requirement will be increasing on health
care and health care spending will be increased. According to the IBIS world report figures
shows that above 65 aged people and over make up 35.9 of Medicare- subsidised diagnostic
imaging revenue. This may leading by the government of specific country.
Tour and Travel sector:- As per the IBIS world report analysts believe that the tour and
travel sector also including in the baby boomers. Numbers of the new customers attract in this
sector and around the worlds many of the countries' government spends money into their
geographic development and develop more tourist attraction places for economy development.
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REFERENCES
Books and Journals
Altman, J., 2016. Blind‐sided by Basics: three perspectives on income management in an
Aboriginal community in the Northern Territory. Australian Journal of Social
Issues.51(4). pp.487-502.
Cadogan, J. W. and et.al., 2016. Export strategic orientation–performance relationship:
Examination of its enabling and disenabling boundary conditions. Journal of Business
Research.69(11). pp.5046-5052.
Caligiuri, P. and Bonache, J., 2016. Evolving and enduring challenges in global mobility.
Journal of World Business.51(1). pp.127-141.
da Silva, E. C. and Las Casas, A. L., 2017. Sports Marketing Plan: An Alternative Framework
for Sports Club. International Journal of Marketing Studies.9(4). p.15.
French, J., Russell-Bennett, R. and Mulcahy, R., 2017. Travelling alone or travelling far? Meso-
level value co-creation by social marketing and for-profit organisations. Journal of
Social Marketing.7(3).
French, J., Russell-Bennett, R. and Mulcahy, R., 2017. Travelling alone or travelling far? Meso-
level value co-creation by social marketing and for-profit organisations. Journal of
Social Marketing.7(3).
Horner, S., 2016. THE FUTURE OF MARKET SEGMENTATION AND RELATIONSHIP
MARKETING IN THE TOURISM AND HOSPITALITY SECTORS. Atna Journal of
Tourism Studies.1(1). pp.1-14.
Kaleka, A. and Morgan, N. A., 2017. Which Competitive Advantage (s)? Competitive
Advantage–Market Performance Relationships in International Markets. Journal of
International Marketing.
Kim, O., 2017. The joint role of the bonding mechanisms and the reduction in market
segmentation in valuation of firms cross-listed as Global Depositary Receipts (GDRs).
Journal of Multinational Financial Management.39. pp.19-38.
Lambert, J. R. and et.al., 2017. Coming to America: work visas, international diversity, and
organizational attractiveness among highly skilled Asian immigrants. The International
Journal of Human Resource Management. pp.1-27.
Macedo, I. M. and et.al., 2016. Revisiting the link between mission statements and
organizational performance in the non-profit sector: The mediating effect of
organizational commitment. European Management Journal.34(1). pp.36-46.
Maier, F., Meyer, M. and Steinbereithner, M., 2016. Nonprofit organizations becoming business-
like: A systematic review. Nonprofit and Voluntary Sector Quarterly.45(1). pp.64-86.
Pucciarelli, F. and Kaplan, A., 2016. Competition and strategy in higher education: Managing
complexity and uncertainty. Business Horizons.59(3). pp.311-320.
Schor, J., 2016. DEBATING THE SHARING ECONOMY. Journal of Self-Governance &
Management Economics.4(3).
Wiegand, K. and Spiller, A., 2017. Market Orientation of Riding Schools: A Comparison of For
Profit and Nonprofit Organizations Using Structural Equation Modeling. Journal of
Nonprofit & Public Sector Marketing.pp.1-23.
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