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Image as a key to success

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Image as a key to success

Termpaper, 2003, 15 Pages
Author: Marion Maguire
Subject: Economics / Business: Investment and Finance

Details

Event: Lecture MBA Program
Institution/College: Hawai'i Pacific University
Tags: Image, Lecture, Program

Category: Termpaper
Year: 2003
Pages: 15
Grade: 1.2 (A)
Bibliography: ~ 8 Entries
Language: English

Archive No.: V20218
ISBN (E-book): 978-3-638-24160-1
ISBN (Book): 978-3-638-74735-6
File size: 251 KB

Notes :
HP and IBM. Double-spaced.

Abstract

Image – the key to success. In fact, a positive image matters for a company to be successful and it is a good opportunity to get positive publicity. On the other side there are other things, which are important to be successful. There are management ratios like productivity, profitability, liquidity and many other ratios, which count in order to value a company numerically. In my following work, I will only refer to the image. Image is not only developed through advertising. The products should suit the corresponding brand and the selected advertising medium should support the brand and its image through its means of communication in order to create a total image of the company, the brand and the products. The brand and the image of a company represent the promise that products and services will perform to expectations. The identity-oriented marketing of a brand and its products contributes in addition to revalue a company identity through good image. In this connection, I will focus more closely on the importance of brand identity and brand marketing. Furthermore, I will base my report on Thermador, an American kitchen appliance manufacturer, where I conducted my internship, to clarify the important role of Image. Thermador’s corporate office is located in Huntington Beach, California. All employees of hierarchy level and departments are located here. Since my internship experience was conducted with Thermador, it enabled me to develop a deeper insight into the company and the brand. Thermador was bought in 1998 on its good image by the German company Bosch-Siemens-Home Appliances Ltd. and is banished almost exclusively in North America. The brand Thermador represents qualitatively high-value built-in appliances and has established, over a period of more than 70 years, an outstanding name in the home appliances industry throughout North America.

Excerpt (computer-generated)

Hawaii Pacific University

Management Issue Paper: Image as a key to success

Marion Weiler

TABLE OF CONTENTS

Chapter I. INTRODUCTION 3

Purpose and Importance of the study 3
Statement of the problem 3
Alternative solutions 4
Criteria 4
Limitations 4

Chapter II. THEORETICAL OR PRACTICAL FOUNDATION 5

Introduction 5
Theoretical or practical basis 5
Summary of previous studies related to the issue 7
Consensus of the studies 7

Chapter III. RESOLUTION PROCESS 8

Introduction 8
Data 8
Source and Location of the data 8 Analysis performed on the data 9

Chapter IV. ANALYSIS 9

Introduction 9
Analysis of each alternative 10
Results 13
Interpretation of the results 13

Chapter V. CONCLUSION AND RECOMMENDATION 13

Conclusion 13
Recommendation 14

Chapter VI. REFERENCES 15

I. Introduction

A. Introduction

Image - the key to success. In fact, a positive image matters for a company to be successful and it is a good opportunity to get positive publicity. Image is not only developed through advertising. The product should suit the corresponding brand and the selected advertising medium should support the brand and its image through its means of communication in order to create a total image of the company, the brand and the products. The brand and the image of a company represent the promise that products and services will perform to expectations. The company has to choose a strategy that defines the future of the company and its brands. The following work analyzes the development and implementation of marketing strategies by computer industries to improve their image and enhance their sales: The policies of IBM and HP. IBM was founded in 1949, when the Hollerith corporation was renamed in International Business Machines (IBM). The company produced its first personal computer in 1952. Hewlett Packard (HP) on the other side was founded by Bill Hewlett and Dave Packard in 1939. The company′s first product was an audio oscillator-an electronic test instrument used by sound engineers.

B. Statement of issue

The purpose of this paper was to find out the efficiency of the marketing strategies each company provided to improve a positive image. The oversupplied market nowadays makes it crucial for computer industries to market effectively and efficiently in order to remain in the race. A company has to distinguish itself from their competitors and the major issue here is to find out which strategy leads most likely to success regarding the primary goal of improving a positive image and enhance the company′s sales.

C. Alternative solutions

There are different ways for a company to reach their goal to improve the company′s image and enhance their sales. In the beginning 1990s, IBM chose to change their strategy and start focusing more importantly on improving customer service. IBM had lost market share in practically all business segments. IBM was an inflexible company, that didn′t care about their customers needs that much in the past. Additionally, IBM was not able to react to market changes quickly enough, because of its complex company structure. Hewlett Packard on the other side chose a different strategy to reach their goal. For them, products of the highest quality and functionality are the silver lining.

D. Criteria

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