Bachelor of Commerce Best Business Research Papers, Vol. 08 (June 2015)
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This issue was originally published June 8th, 2015.
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Item The sweet secrets of the Swiss: An analysis of the Swiss chocolate industry(Bachelor of Commerce Best Business Research Papers, 2015) Hanvey, LeahSince the chocolate industry officially established itself in Switzerland in 1819, it has become an institution and ubiquitous with Swiss culture and Switzerland’s international reputation. The purpose of this paper is to delve into the secrets of the Swiss chocolate industry and answer the simple question, why and how has Switzerland become the producer of arguably the best chocolate in the world? To do this, I will conduct an industry analysis of the Swiss chocolate industry utilizing a modified model of Michael Porter’s Five Forces Model and will include discussing the Swiss chocolate industry’s current market make-up and domestic manufacturers, the substitutes of Swiss chocolate, international and domestic consumers, suppliers and supply chain, and of course, what the future holds for the industry. This analysis will be based on research collected from secondary sources and statistics-based data, in addition to first-hand marketplace price data collection, and primary consumer data collected through means of a price elasticity experiment to gauge to what degree Swiss chocolate is substitutable with other competitive products.Item Opening credit card clearing in China: A two-part analysis(Bachelor of Commerce Best Business Research Papers, 2015) Kukat, CarleenOpening a country to new credit will have many impacts on the economy. Should the Chinese government decide to open the credit card clearing industry to foreign competition there are many considerations to analyze. The primary impacts are categorized by political, economic, social, technological, legal and environmental factors. In the end, China should benefit from opening the industry if the government can keep the impacts of credit under control. Once open to foreign competition, incoming companies must evaluate their own strengths and weaknesses as well as competition before entering the complicated Chinese marketplace. Foreign companies have the resources and the talent to encourage spending and spur China into faster modernization, benefitting the country as a whole.Item Wayfinding in Madrid: A study of pedestrian wayfinding in respect to tourism(Bachelor of Commerce Best Business Research Papers, 2015) Glen, CiaraMadrid is one of Europe’s leading tourist destinations, attracting millions of foreign and domestic visitors every year. In a struggling Spanish economy, the tourism industry is, and will continue to be, a crucial component in the nation’s growth and development. This study explores the significance of wayfinding systems and their importance to the tourism industry. The ability for a tourist to easily navigate through a city has an influence on their overall experience and level of enjoyment. In a progressively competitive and demanding market, satisfying tourists’ needs will be of heightened importance. Research will demonstrate that Madrid is failing to provide its visitors with the resources to effectively navigate the city. A market analysis has shown that the opportunities and strengths of implementing a new wayfinding system outweigh the weaknesses and threats. An updated wayfinding system will aid in Madrid’s effort to remain a progressive and attractive tourist destination.Item Alibaba in Canada: A study of the world’s largest e-commerce company, and the implications for Canadian companies(Bachelor of Commerce Best Business Research Papers, 2015) Ross, GregoryE-Commerce in China is a booming industry, fueled by an ever-increasing middle class and a population that is highly tech-savvy. This e-commerce revolution is being led by the Alibaba Group, the biggest player in the industry. In this paper, I explore the Alibaba Group as a company, with an emphasis on its success as a result of an “ecosystem” of companies that make it an especially powerful competitor. I then make a CAGE Framework analysis of China and Canada, to understand the implications for Canadian companies of using Alibaba for sourcing products and connecting with Chinese consumers. I then add some commentary from a series of interviews I conducted with users of Alibaba (Canadian and Chinese). This both builds on and advances the points made by the CAGE Framework. This information can ultimately be used as a resource for managers of Canadian companies that are looking to use e-commerce and Alibaba specifically to connect with Chinese markets.Item Škoda Auto: A recommendation for driving growth in North America(Bachelor of Commerce Best Business Research Papers, 2015) Scott, DavidThis paper discusses Škoda’s goal to sell 1.5 million cars annually, and suggests entry into North America as a means to achieve that goal. By looking at Škoda itself, the paper finds that the company is well suited for entry into a new market because of a recent rebranding, solid financial management, and a successful entry into the Asian market in the recent past. Looking at the North American market, there is a theme of growth. It is also discovered that the market is fragmented, a trait which lowers barriers to entry. A SWOT analysis and CAGE framework also illustrate the potential success of a move into North America, while pointing out some challenges that must be addressed for a successful entry; these include regulatory policy, production and shipping logistics, as well as currency uncertainty. Finally, a survey shows that Škoda’s offering fits well with the demands of the customer, but that a miscommunication or lack of knowledge of brand image may hinder Škoda’s efforts. Finally, the paper concludes that entry into a new market is the best decision for Škoda.Item Red Bull: An analysis of the success of Red Bull and their international marketing strategy(Bachelor of Commerce Best Business Research Papers, 2015) Sterling, EmilyRed Bull GmbH is one of most successful energy drink companies and one of the most recognized brands in the world. The launch of the energy drink in Austria in 1987 was not only the introduction of a new product, but also the introduction of an entirely new product category. After experiencing success in Austria, Red Bull began expanding internationally, and today is sold in 166 countries worldwide. Red Bull has created a powerful global brand that has achieved incredible success by implementing a unique approach to business and marketing strategy and communications. This paper will use the marketing mix and 4-Ps (Product, Place, Price, and Promotion) to analyze Red Bull’s innovative marketing strategy as well as primary research supplemented with secondary research to identify the key strategic features that have led the company to achieve success on a global scale.Item Will O2 be able to stay on top? An analysis of the largest integrated telecommunications provider in the Czech Republic(Bachelor of Commerce Best Business Research Papers, 2015) Pillon, DanielleO2 is the one of the largest mobile operators in the Czech Republic, with over eight million fixed and mobile lines in operation. The company also offers home phone, television, and internet services (O2 corporate website, 2014). Prior to an acquisition by investment company PPF, O2 Czech Republic was primarily owned by Telefonica, a Spanish company which is present in 21 countries and retains over 316 million customers worldwide (Telefonica corporate website 2005, 2014). The three main competitors in the country’s telecommunications market include world-known T-Mobile, the UK powerhouse, Vodafone, and U:fon, the newest member of the market. With an ongoing decline in mobile profits, pressure to cut prices from virtual operators, and new legislation introduced by the European Union, will O2 be able to stay on top? To analyze this question, I will conduct a SWOT analysis, apply Porter’s Five Forces Model, and examine O2’s current marketing strategies. Lastly, the results from a survey and two interviews, both conducted at the University of Economics in Prague, will be presented to determine exchange students’ opinions toward the current mobile providers in the market.Item Dispensing strategic marketing decisions: An analysis of PEZ Inc.’s marketing decisions and key success factors(Bachelor of Commerce Best Business Research Papers, 2015) Dimoff, ChrisThe objective of this paper is to determine how PEZ Inc. reinforces their two key success factors through marketing mix decisions. These two success factors are: widespread product appeal to a diverse market and strong brand awareness. This paper will focus on how PEZ continues to reinforce these success factors by identifying the decisions made at each level of the marketing mix and analyzing their subsequent effects on the success factors. For this paper the marketing mix will consist of four elements: product, promotion, price, and place/distribution decisions. Kotler’s augmented product model will be used to examine how PEZ strategically makes candy and dispenser product decisions to fulfill the needs of both adults and children. Next, the different areas of PEZ’s promotional decisions will be identified and analyzed. Following this, PEZ’s pricing strategy will be identified and explained. Finally, PEZ’s place/distribution decisions will be carefully broken down and analyzed. For every decision made in each marketing mix element the effect on the corresponding success factor(s) will be analyzed and explained. The secondary sources used for this paper were obtained from a variety of sources including business magazines, newspapers, academic journals, books, and websites. The primary evidence was gathered through a Facebook survey of 36 international respondents aged 18-35 and a personal interview with Mike Schmidt, an independent marketing consultant whose name has been changed to preserve anonymity.Item Note from the editor(Bachelor of Commerce Best Business Research Papers, 2015) Galang, M. CarmenItem Bachelor of Commerce Best Business Research Papers: Vol. 8 (2015)(Bachelor of Commerce Best Business Research Papers, 2015)