Promoting Marketing
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About this project
Main aim
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To demonstrate and explain the role of marketing in wealth creation and future competitiveness of the UK economy.
Volume 1: Utilities - A Market Transformed by Privatisation and Liberalisation
What separates the successes from the failures in the Multi-Utilities sector? In a market battered and bruised by the pressures of deregulation and threats from European monopolies whose own domestic markets continue to be shielded from new entrants, only those with a firm grasp of marketing issues will thrive.
A new report entitled Transformation in the Utilities Market details how three former business fossils - Centrica, Powergen and Scottish Power - responded to an increasingly competitive marketplace. The first in a series of volumes examining key sources of competitiveness within business, the report shows how customer orientation has been crucial to survival in the multi-utilities sector. While in the case of Centrica and Scottish Power shareholder values were boosted by the creation of new consumer propositions, tougher regulatory controls heralded a sharp downturn of investor confidence in Powergen.
Volume 2: The Impact of No Frills Carriers on the European Scheduled Airline Market
No frills airlines have achieved spectacular growth in the European market since the scheduled airline market was fully liberalised in 1997. The most successful carriers are based in the UK or Ireland. Judging by the demand for their product and the profitability of the leading players, these new entrants have identified a substantial unmet need in the sector. This study analyses this new industry and explores how marketing has helped identify and satisfy a highly profitable market. It also examines how incumbent national flag carriers such as BA and KLM have responded to this unprecedented competitive challenge.
To view the executive summaries, simply select the title from the 'Select a category' drop down menu, at the top of this page, and then choose Executive Summary from the 'sub-category' drop down menu.
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Contributors
Project Leader: Ged Davis, Shell International
Author:
Keith Boyfield
Steering Group:
Dr Greg Clark
Neil Hedges
Charles Dawson
Brian Sturges
Dudley Howard
Nigel Whittacker
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Help shape best practice
There are two ways you can help shape best practice:-
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Through the online discussion forum in your personal workspace
If you HAVE already registered to use your personal workspace (which is the pale blue area on the left hand side of your screen) and wish to participate in the online discussion forum for this Canon, please click here.
If you HAVE NOT already registered to use your personal workspace (which is the pale blue area on the right hand side of your screen) and wish to participate in the online discussion forum for this Canon, please click here to register.
or
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By sharing your research, marketing tools and articles, using the 'submit your research' form - which you can link to below.
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For further information or assistance, contact: library@cim.co.uk or call +44 (0) 1628 427333