战略营销case study代写范文，本文是一篇留学生case study写作范文，主要内容是针对阿联酋航空采用IMC路线以及南澳大利亚州食品营销这两个案例进行战略营销研究分析。阿联酋航空公司成立于1985年，是阿联酋集团的子公司，该集团是位于阿拉伯联合酋长国迪拜的一家公共国际旅游集团。酋长国是中东最大的航空公司，在迪拜国际机场运营飞往世界各地的航班和枢纽。阿联酋航空开始使用两架飞机进行国际飞行——一架租赁的波音737和一架空中客车300 B4。其主要重点是为客户提供优质服务，而不是关注客户数量。由于阿联酋航空的不懈努力和对客户的支持态度，它在短时间内成为全球航空业的市场领导者。阿联酋航空的整体利润增长速度更快，每年至少增长20%，因此成为航空业增长最快、最年轻的机队。由于阿联酋航空在为客户提供令人满意的优质服务方面的卓越表现，该公司赢得了全球大多数奖项。该公司还从事货运业务，由阿联酋航空集团的阿联酋航空货运部门负责。下面就请欣赏这篇留学生case study写作范文。
Emirates Airlines established in 1985, is a subsidiary of the Emirates Group, a public international travel conglomerate in Dubai, United Arab Emirates. An Emirate is the largest airline in the Middle East operating its flights & hub at Dubai International Airport to various countries all over the world. Emirates initiated flying internationally with two aircraft – a leased Boeing 737 & an Airbus 300 B4. Its main focus on providing quality services to customers instead of focusing on quantity of customers. Due to its despite efforts & supportive attitude towards customers, Emirates became a market leader in the global airline industry within a short span of time. The overall profit of Emirates grew at a faster rate with a minimum 20 per cent hike every year & hence became the fastest-growing & youngest fleets in the aviation industry. Because of their excellence in providing satisfactory & quality services to the customers, Emirates earned majority of awards globally. It also deals in cargo activities, which is taken by Emirates Group’s Emirates Sky Cargo division.
OVERVIEW OF THE CASE STUDY 案例研究概述
This case study discusses on the overall effort made by the Emirates to ensure the consistency & the effectiveness of messages targeted to various audiences. The Emirates has used Integrated Marketing Communication (IMC) approach for marketing their services in front of customers. Majority of the companies have paid close attention to the IMC approach. Various IMC tools such as television commercials, print advertisements, internet marketing, charitable foundations, in-plane advertisements, sponsorships & trade promotions have been utilized by the Emirates in order to achieve an excellent market position & a positive brand image in the minds of its current & potential customers. Emirates could easily reach their target audience via these mentioned modes of marketing & promotions. Due to its continuous effort towards marketing the brand & services, Emirates maximized exposure rate.
Several Challenges Encountered By the Emirates to distribute an individual message about the high class facilities for its customers & to create a brand name in front of its customers – 阿联酋航空面临的几个挑战：向客户发布关于高端设施的个人信息，并在客户面前创建品牌名称
Explain how Emirates’ promoting approach has been effective in constructing an optimistic trademark appearance with current & potential customers?解释阿联酋航空的促销方法如何有效地为现有和潜在客户营造乐观的品牌形象？
Classify the IMC tools used by Emirates?对阿联酋航空使用的IMC工具进行分类？
Emirates flies all over the world. Should Emirates modify its messages & channels according to where it advertises? Explain.
DISCUSSION OF THE TASKS CONFRONTED BY THE EMIRATES – 讨论酋长国面临的任务
A1. The marketing strategy of Emirates includes – 阿联酋航空的营销战略包括：
Integrated Marketing Communications (IMC) Approach –综合营销传播（IMC）方法
Emirates’ advertising policy has been efficacious in generating a progressive brand image in the minds of its current & potential customers by embracing the IMC approach for marketing its brand. An IMC concept is an approach of achieving the objectives of a marketing campaign, via proper & efficient use of promotional tools & methods that are intended to reinforce each other. It enables that all forms of communications & messages are linked together & hence work simultaneously in harmony rather than in isolation. This approach is used by the organisation to create a unified & brand experience for consumers across several communication channels. As marketing efforts have been moved from mass marketing to slot promoting, companies have growing use IMC to cultivate more economical promotions that still distribute value to the customers.
Emirates think global –阿联酋认为全球化
Emirates have set out to be an innovative, modern & customer-oriented provider of high quality air travel services. Its brand positioning is that of a leading, international & quality airline serving the global community.
Living the brand –活出品牌
Emirates deliver on their brand promise of innovation & quality. Emirates end line “keep discovering” sums up its philosophy on travel: Only Emirates lets you discover a more authentic & fulfilling life.
Do remarkable things –做非凡的事情
Emirates do remarkable things for integrated marketing communications activities such as advertising, sponsorship, e-commerce, public relations & supportive communications.
Engaging customers –吸引客户
Emirates have effectively used www.emirates.com to drive the brand experience, maintain cordial relation with the customers & by launching frequent flyer program skywards. Through such an effort, Emirates has easily reaches their target audience & hence successfully developed a strong relation with their customers.
Open up –开放
Emirates mobilising customers to actively participate in the experience & other promotional events & activities in order to market their service in front of the customers
Hence, by using the above mentioned message strategies, Emirates has successfully developed a positive brand image into the market in front of their customers.
A2.Emirates use a variety of marketing communication tools in an integrated way to deliver one message about the high quality of its services along with maximising its message exposure rate.
Various IMC tools used by Emirates are- 阿联酋航空使用的各种IMC工具包括：
An advertisement is a way of publicity or promoting a product, service or any event. There are several modes of advertisements such as online advertising, newspaper ads, radio advertising, television advertising, public speaking, door hangers, flyers & word-of-mouth advertising. Emirates utilize the commercials & print advertisements for highlighting the airline’s new products, routes, services & aircraft. It helps in fostering its services.
Sponsorship is another form of promotional activity. Emirates have undergone partnership with several events both regional & international like FIFA. Moreover, Emirates is dedicated to the growth of global arts & culture through a number of sponsorships around the world. In fact, Emirates believe that sponsorship is the best way to develop a cordial relation with customers.
E-commerce is referred to as purchasing or selling goods or services, or the conducting of assets or data, over an electronic system, mainly an internet. It is also referred to as an electronic commerce. Emirates enable customers to perform online shopping of Emirates related merchandise via its official retail website .
Public Relation –公共关系
Emirates publish three in-flight magazines in order to reach readers & passengers during their journey. Through such magazines, passengers are usually encouraged to donate to the Emirates Airline Foundation, which seeks to improve the quality of children. Magazines are the best source of marketing the products or services, as it contains articles & illustrations, which attracts customer attention towards it. So, by means of magazines, Emirates has gained majority of market shares along with the competitive advantage in the airline industry.
Supportive Communication –支持性沟通
Supportive communications is referred to as a style of communicating with customers that has a particular set of aims & techniques. The principal objective is to resolve conflict or attain variation in a situation, while protective, even strengthening, the relationship between the communicating individuals. Emirates’ on-board entertainment system has been highly recognized as a market leader, winning awards for its quality & enabling the airline to show passengers commercials about it latest offers, partners & services.
A3.Tagline is a short & prominent or memorable phrase used in advertising. It identifies the uniqueness of a brand or conveys some type of special meaning. 标语是广告中使用的简短、突出或令人难忘的短语。它识别品牌的独特性或传达某种特殊含义。
The taglines which are used in the past by the Emirates airline in order to gain market value & customer preference in aviation industry are –
The finest in the sky 天空中最好的
Fly Emirates –阿联酋航空公司
Be good to yourself. 善待自己
When was the last time you did something for the first time? 你上次第一次做某事是什么时候？
Keep Discovering. 继续探索
Hello Tomorrow. 明天好
No doubt Emirates has already gained an excellent market position & a positive brand image in the minds of its customers via IMC approach & its tools but still I believe that Emirates should modify its messages & channels by embracing new ideas, new technology & good quality services to the customers in order to maintain their position in the market as well as to gain a competitive advantage over its rivals.
“CASE 2 案例2
SOUTH AUSTRALIAN 南澳大利亚州
FOOD MARKETING” 食品营销
The South Australian government established South Australia (SA) Food Centre in 2008 in order to provide practical advice to food businesses in Australia. Due to the agency & its expertise, many other businesses have taken advantages. Countries such as Japan, the United States & Hong Kong are the major exporter of the South Australian Food market. Some products like meat, seafood, fruit & cheese are the main export food of the South Australian Food market. The main aim of the South Australian (SA) Food Centre is to promote South Australian food businesses through various modes such as Food Talk (an online magazine), Food-e-News (e-mail news updates) & the Premier’s Food Awards (awards for South Australian food producers). The key purpose of the South Australian (SA) Food Centre is to create a collaborative partnership with industry & government, in order to ensure a thriving South Australian food industry.
南澳大利亚州政府于2008年成立了南澳大利亚（SA）食品中心，为澳大利亚的食品企业提供实用建议。由于该机构及其专业知识，许多其他企业都获得了优势。日本、美国和香港等国家是南澳大利亚食品市场的主要出口国。肉类、海鲜、水果和奶酪等产品是南澳大利亚食品市场的主要出口食品。南澳大利亚州（SA）食品中心的主要目标是通过各种方式促进南澳大利亚州的食品业务，如Food Talk（在线杂志）、Food e-News（电子邮件新闻更新）和Premier’s Food Awards（南澳大利亚食品生产商奖）。南澳大利亚（SA）食品中心的主要目的是与行业和政府建立合作伙伴关系，以确保南澳大利亚食品行业蓬勃发展。
OVERVIEW OF THE CASE STUDY 案例研究概述
This case study discusses on the overall effort made by the South Australian (SA) Food Centre in order to make sure that their brand is exciting to consumers, by focusing on factors such as packaging & labelling. It also encourages food producers to promote their products & brands by not only informing consumers about their availability, but to highlight what is special about a particular product. After performing continuous efforts of establishing collaboration with industry & government, one such result came in front from the well-known Charlie’s Group Limited. The Charlie’s group limited is known for selling fruits & sports water flavoured with fruit juices. So, due to collaboration with Charlie’s group limited, SA fruit growers received a considerable boost from Charlie’s Group Limited. In-fact SA Food Centre promotes various events, including annual food festivals & shopping appearances alongside celebrity chefs & media personalities. Due to their despite efforts towards food industry, the South Australian (SA) mushroom industry gained three main campaigns. So, this well supported program is indicative of the activities of the SA Food Centre.
本案例研究讨论了南澳大利亚（SA）食品中心所做的整体努力，以确保其品牌对消费者具有吸引力，重点关注包装和标签等因素。它还鼓励食品生产商宣传其产品和品牌，不仅让消费者了解产品的可用性，还强调特定产品的特殊性。在与行业和政府建立合作关系的不断努力之后，著名的查理集团有限公司（Charlie's Group Limited）就取得了这样的成果。查理集团有限公司以销售果汁口味的水果和运动水而闻名。因此，由于与查理集团有限公司的合作，SA水果种植者得到了查理集团公司的大力支持。事实上，SA食品中心推广各种活动，包括一年一度的食品节和与名厨和媒体名人一起购物。由于他们在食品工业方面的努力，南澳大利亚（SA）蘑菇业获得了三次主要运动。因此，这个得到良好支持的项目表明了南澳大利亚食品中心的活动。
Several Challenges Encountered By the South Australian (SA) Food Centre – 南澳大利亚（SA）食品中心面临的几个挑战
What type of message strategy should SA Food Centre utilize? Should it be the same for all of the brands & in all of the markets?
What leverage point makes the most sense for South Australian food producers’ advertising?
What type of executional framework should be used in traditional advertisements aimed at consumers?
DISCUSSION OF THE TASKS CONFRONTED BY THE SOUTH AUSTRALIAN (SA) FOOD CENTRE – 讨论南澳大利亚（SA）食品中心面临的任务
A1. Message strategy – 信息策略
Message strategy is a basic step in generating an effective promoting message. It provides the groundwork for rest of the marketing operation.
There are three types of message strategy which should be used by SA Food Centre utilize such as:
Cognitive message strategy – A cognitive message strategy offerings coherent opinions or fragments of evidence to customers. Among all five types of cognitive message strategies, they should make use of pre-emptive message strategy in order to advertise their products. The idea requires cognitive processing. It makes a claim of superiority based on products specific attributes or assistance with the intent of averting the rivalries from making the same claims. Customers can obtain benefits by purchasing the product. The South Australian (SA) Food Centre could utilize a cognitive message strategy for motivating the food producers to promote their brands by highlighting about what is special in their products for the consumers. By this strategy, food producers can describe attributes like healthiness, pleasant tasting or low calorie & many more. So, the marketing & promotion of the food products can be increased via cognitive message strategy.
Affective message strategy – In affective message strategy, the South Australian (SA) Food Centre could use an emotional advertising method to promote their products in the market. Advertisements that invoke feelings or emotions & match those feelings with the good, service, or company use affective message strategies. These messages try to heighten the amiability of the product, recall of the appeal, or comprehension of the advertisement. Affective strategies elicit emotions that, in turn, lead the consumers to act, preferably by buying the product, & subsequently affecting the consumer’s reasoning process. Many emotions can be connected to products, including trust, reliability, friendship, happiness, security, glamour, luxury, serenity, pleasure, romance & passion. Affective strategy may help in developing a stronger brand name. It helps in creating a positive feeling of the customers towards product.
Conative message strategy – A conative message strategy is aimed to lead openly to specific category of consumer response. It supports the promotional efforts, such as coupon redemption programs, internet hits & orders, & in-store offers like buy-one-get-one-free. In conative message strategy, they depend on action-including conative advertisements, where, situations are created in which cognitive knowledge of the product or affective liking of the product may come later or during product usage.
There will be no strength in the unity of a South Australian brand because if it happens, then it will lead to the brand parity so they need to differential the product that lead to equity & customer loyalty. So, it is quite essential to utilize a unique message strategy for all of the brands & in all of the markets.
A2.Leverage point – 杠杆点
Leverage pointsare those interpretations, if any, made at extreme or remote standards of theindependent variablessuch that the lack of adjacent explanations means that the tailored regression model will pass close to that particular observation. A leverage point interchanges the customer from accepting a product’s benefits to linking those benefits with personal values. In order to construct a quality leverage point, the creative builds the pathway that connects a product benefit with the potential buyer’s value system.
The two leverage points which makes the most sense for South Australian food producers’ advertising are –
The reason behind that they get a feedback that leads to service credibility to South Australian Food Centres. The leverage points here link product attributes so that it will focus on factors such as packaging & labelling – consumers benefits that it will be make sure that their brand is exciting to consumers’ value that it’s related to industry value. The fundamental purpose of the South Australian (SA) Food Centre is to construct a co-operative conglomerate with both industry & government. Through this, they could build up strong & cordial relations with several agencies & corporations, which further enable the South Australian (SA) food producers to market & promote their food products into the market with an optimum level of efforts. The leverage point message links these attributes & benefits to consumer values. An effective leverage point can be associated with an attitudinal change, especially when the cognitive ïƒ affective ïƒ conative sequence exists. As a result of collaboration of the South Australian food producers with an industry & government, South Australian fruit growers received a considerable boost from Charlie’s Group Limited, the manufactures of Charlie’s & Phoenix Organics. It was great news for South Australia’s fruit growers as Charlie’s propelled a new promoting campaign in order to support or promote their products or services. Due to such efforts made by both South Australian Food Centre as well as Charlie’s Group, the South Australian food producers have benefited a lot in attaining market value along with customer’s preference towards their product line.
其背后的原因是，他们得到了反馈，从而提高了南澳大利亚食品中心的服务可信度。这里的杠杆点将产品属性联系起来，从而将重点放在包装和标签等因素上——消费者的利益在于确保他们的品牌与行业价值相关，从而激发消费者的价值。南澳大利亚（SA）食品中心的基本目的是与行业和政府建立一个合作企业集团。通过这一点，他们可以与多家机构和公司建立牢固而友好的关系，这进一步使南澳大利亚（SA）食品生产商能够以最佳的努力将其食品推向市场。杠杆点信息将这些属性和好处与消费者价值联系起来。一个有效的杠杆点可以与态度的改变相关联，尤其是当认知-情感-意念序列存在时。由于南澳大利亚食品生产商与行业和政府的合作，南澳大利亚水果种植者从Charlie's Group Limited获得了可观的提振。这对南澳大利亚的水果种植者来说是个好消息，因为查理发起了一场新的促销活动，以支持或推广他们的产品或服务。由于南澳大利亚食品中心和查理集团的努力，南澳大利亚食品生产商在获得市场价值以及客户对其产品线的偏好方面受益匪浅。
A3.For traditional advertisements aimed at consumers, the South Australian (SA) Food Centre should use emotional framework to connect with consumers & get them engage by providing them the value that fulfil their requirements & expectations in the product. An executional framework displays the method in which an advertisement plea will be offered. It would be selected in conjunction with an advertising appeal & message strategy. The common types of appeal include fear, humour, sex, music, rationality, emotions, & scarcity. It is essential that each can be matched with the appropriate executional framework.
Several frameworks which could be used by South Australian Food Marketing are: 南澳大利亚食品营销可使用的几个框架包括：
Animation – Animation has become a progressively prevalent executional framework, & its usage has escalated intensely. Animation can be presented in both televisions as well as in internet advertising. One sensational animation method is roto-scoping. Roto-scoping is the process of numerically painting or outlining statistics into live arrangements, which makes it possible to present both live actors & animated characters in the same structure. Animation helps in creating traditional advertisements funny, interesting & attractive for behalf of customers.
Dramatization – Dramatization is the best way of learning as it makes a situation more imperative or serious than it really is. It helps consumers to understand traditional advertisements easily & frequently. An effective & dramatic advertisement can be hard to create, but once it is shaped, it puts a strong & positive impact into the minds of customers.
Testimonials – Testimonials are also an effective mode of promoting services. It is referred to as a prescribed declaration testifying to someone’s character & experiences. It is like an individual recommendation. It is a declaration in provision of a specific reality, fact or claim. It can also be used by South Australian Food Marketing for impacting a strong impression of technical advertisements in front of customers.
Demonstration – A demonstration, in short demo, displays how a product works. It provides an effective way to converse the benefits of a product to audiences. It highlighted the product’s numerous usages. Demonstrated ads are well-matched to television & the internet. It attracts customers’ attention & hence makes them more fascinating towards product line.
Fantasy – Fantasy refers to as an imagination. Fantasy execution encourages the audience beyond the actual world to a make-believe experience. The most common fantasy themes involve sex, love & romance. So, fantasy fits pleasantly with target viewers that have a preference for a tamer demonstration of sexuality.
So, these executional frameworks could be utilised by South Australian Food Marketing for technical advertisements while aiming at consumers in order to attain competitive advantage over the rivals.
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