Thursday, July 12, 2012

Principles of Marketing

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Principles of Marketing

MKT 00 Homework 0/0/00

Part ‘A’

From the SWTO analysis for Ben & jerry’s as show in figure, depends on the prestigious, well-known brand name among U.S. consumers the owner of the Ben & jerry’s brand might take a strategy of marketing penetration. For example, Ben & Jerry’s may find efficiencies by hooking into Unilever’s Breyers and good humor ice cream brands or through developing new flavors.

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Market Development, which means selling existing Ben & Jerry’s products to new markets. For the growing demand for quality ice cream in overseas markets, Unilever may sell existing Ben & Jerry’s products to South American, Asian or African markets.

For the flat sales and profits in recent years, Unilever might use an expansion strategy to strengthen the Ben & Jerry’s brand in the area of weakness. For instance, Unilever might sell its own Ben &Jerry’s brand of cake in the United States.

In order to deal with the Threat of consumer concern with fatty desserts; B&J customers are the type who read new government-ordered nutritional labels, Unilever might produce new products and sell them in the United State markets. For example, Unilever might produce diet ice cream.

Part ‘B’

SWOT analysis for the BP connect concept

Location of Factor Type of Factor

Favorable Unfavorable



• BP spent $7million developing the BP concept

• The largest gasoline retailer in U.S. with 17,500 stations

• The use of Solar panels


• Low technologic pumps and payment transactions

• Lack of convenient service for the customer

• Single retailed product lines

External Opportunities

• BP will spend $4.4 billion to update old or build new BP Connect stations worldwide

• Demand for time and place convenience for lifestyle and shopping behavior changes

• A growing number of petroleum retailers are using brand management, co-branding, mergers and acquisitions


• Large super market chains, mass merchandisers, and membership organizations, have added retail petroleum operations

• Huge competition from other petroleum companies

• The demand for energy plummeted

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