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Papers On Marketing Case Studies
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America West Airlines
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A 5 page paper discussing America West's competitive strategies. America West has been able to effectively compete against Southwest Airlines, American and Delta. This paper examines reasons it has been able to be effective and makes recommendations as to how it can enhance its competitive position, which is already strong in the limited number of markets it serves. Includes one chart; bibliography lists 1 source.
Filename: KSAmWest.rtf

American Express & Leadership
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A 4 page research paper that discusses leadership at American Express in terms of leadership theory drawn from the latest literature. The writer argues that American Express International is a company that is following the new paradigm toward leadership, as this company's practice draws on the latest ideas in leadership theory. Bibliography lists 4 sources.
Filename: khamex.rtf

An Advertising Campaign for L'Oreal's Redkin Brand in Australia
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This 11 page paper proposes a marketing campaign for the Redkin hair care range of products in Australia, however the campaign suggested is suitable be undertaken in other areas. The paper starts with a brief executive summary and then looks at the company, the brand, the target market. The competitors and suggest the use of national advertising supported by road show promotions. The bibliography cites 7 sources.
Filename: TEredkin.rtf

An Analysis of Blue Care Network
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This 5 page paper evaluates the Blue Care Network (BCN) which is under the umbrella of Blue Cross/Blue Shield. A SWOT analysis is included and recommendations are made. Bibliography lists 5 sources.
Filename: SA209BCN.rtf

An Analysis of Chrysler Daimler Benz
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This 8 page paper evaluates this corporation and its relatively recent merger. Problems are highlighted as is the new leadership which it is throught will bring this company to greatness. Bibliography lists 10 sources.
Filename: SA641Chr.rtf

An Analysis Of PepsiCo
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A 7 page paper analyzing the strengths, weaknesses, opportunities and threats facing the company in the coming months (as of March, 1997). The company isn't just the Number 2 soft drink manufacturer, they also own Frito-Lay and a group of restaurants including Pizza Hut, KFC and Taco Bell. Frito-Lay enjoys the largest market share of the snack industry both in the U.S. and the world; the group of restaruants collectively is the world's largest. Bibliography includes 5 cited references.
Filename: Pepsi.wps


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