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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-07-21编辑:felicia点击率:26882
论文字数:12960论文编号:org201407201825204259语种:英语 English地区:中国价格:免费论文
关键词:消费者营销盈利marketingindividual customer preferencecustomer preferences
摘要:本文是一篇营销学论文。随着社会经济的不断发展,营销在社会生活中所占的比重越来越大,作用越来越重要。营销过程中,了解消费者的心理和消费者的实际需求是极为重要的。本文通过耐克鞋业有限公司的营销策略和营销过程进行分析,探索营销方式的正确应用。
Lifting of quantitative restriction on import of footwear will lead to the market being flooded by imports. Labour issues have always bothered BIL and this resulted in disruption of manufacturing activities on numerous occasions. Competition is hotting up in the domestic market due to popular brands such as Gaitonde, Red Tape, Lotus Bawa and Tatas. These brands are gaining market share especially in the premium segment and in this segment BIL has no significant presence.
Latest Results Sales increased by 5.5% to Rs1.7billion. Profits dropped by 90% to Rs3.8 Million due to lower operating margins and higher depreciation and interest. Depreciation increased by 6.3% to Rs.37 Million while interest cost increased by 9.3% to Rs.23.4 Million.
Operating margins dropped by 3.3% due to increase in input cost. The Peenya plant has not commenced operations despite lifting up of the lock out since July 3, 2007.
VALUATION:
NIL's long-term success is dependent on the how labour issue is tackled and the flexibility, which it can adopt to meet threat of imports and competition from local footwear companies. Long term investors with a two-year investment horizon can accumulate the stock at current levels. It is also increasing focus on rural thrust for volume growth in the low-priced footwear segment.
Lifting of quantitative restriction on import of footwear will lead to the market being flooded by imports. Labour issues have always bothered BIL and this resulted in disruption of manufacturing activities on numerous occasions.
Competition is hotting up in the domestic market due to popular brands such as Gaitonde, Red Tape, Lotus Bawa and Tatas. These brands are gaining market share especially in the premium segment and in this segment BIL has no significant presence.
Sales for 2007 decreased marginally by 0.6% to Rs.1590.7 Million. There was a net loss of Rs.30.2 Million as against a profit of Rs.39.6 Million in the corresponding period of the previous year. The loss is due to lower operating margins and higher interest.
NIL's long-term success is dependent on the labour issue and the flexibility, which it can adopt to meet threat of imports and competition from local footwear companies. Long term investors with a two-year investment horizon can accumulate the stock at current levels.
LITERATURE REVIEW
The study of consumer behaviour has evolved since the Information Processing Model (Bettman, 1979) assumed that the individual is logical in his/her buying process. This model was criticized because it failed to treat different consumption phenomena motivated by symbolic meanings (Holbrook and Hirschman, 1982).
Individuals are not always looking for efficiency and economy, but also for distraction, aesthetic, expression, etc. (Boyd and Levy, 1963). Calling for a broadening of theoretical frameworks of consumer behaviour, many authors pleaded in favour of the study of all consumption forms (Holbrook, 1986), being inspired by European semi logy and American semiotic (Levy, 1959, 1963, 1981; Hi本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。