NOTE: Each of these memos was scored as a 10 out of 10 based on the grading scheme shown in the syllabus. If you find typos, these came from an inaccuracy in the scanning and OCR process used to get them into an electronic format. Each memo has some strengths and weaknesses (they are not perfect in every area) but they were done well enough to earn a score of 10. The bold text did not show up well so I added an underline – bold by itself will be fine for the papers you turn in. HK MEMORANDUM To: Professor Hal Koenig From: M.E. Date: 5/07/01 Subject: Levi Strauss does not want their products placed in supermarkets Levi Strauss has gone head to head against a British supermarket chain because Levi is against selling their product next to groceries. They believe that putting their product in supermar-kets will demean the image that Levi is attempting to obtain. They want their jeans placed in stores "where shoppers get personal attention in choosing styles, sizes and colors" in hopes of creating a fresher image. The company must prove the placement of designer jeans in supermarkets is detri-mental to their sales to win in the European court. This dispute involves the marketing mix element of place. My definition of place is the distribution of products or services that a company offers to target consumers. The strategy the company is using is market penetration. My definition of market penetration is when a com-pany attempts to increase sales of a current product to an existing market. The segment targeted is a consumer who values personal attention in choosing a pair of jeans and who values an image of success and high class. This would probably be any middle to upper class consumer from the ages of 20-50. They are also targeting teens who are "cool and young." In this article in particular, Levi's is targeting a European market.Memorandum To: Hal Koenig From: A.A. Subject: Home Depot Date: ? ? ? ? ? One of the largest home improvement stores, Home Depot, has begun to introduce the roll out of Internet sales capability. Customers will be able to order from 20,000 products over the Internet and have them delivered by UPS. Home Depot is one of the last of the home improvement sector stores to join in the development of Internet sales, this in part to the need for a slow controlled entrance free of service issues of those stores before them. The use of Internet sales is an exam-ple of the marketing mix aspect of place (distribution). My definition of place is all of the ways a company can make a product readily available to a target segment of consumers. The Internet is fast becoming one of the easiest distribution channels for marketing all types of prod-ucts. The strategy the firm is using is called market development. My definition of market development is using the existing products you sell and finding new markets to sell to. This is an easy thing to do with e-commerce, because it reaches so many markets and you don’t have the cost of opening up a store in the area in order to reach these people. The segment they have tar-geted is the computer savvy customer in need of home improvement items. This age group tends to be 20-50 year olds, both men and women, and the target segment for the time being at least is US consumers only.MEMO To: Hal Koenig, Ph.D. From: J.A.J. Date: 1/20/2000 Subject: Short Essay 3 The article, 'Sesame Street' Creator Aims to Reach Older Kids With TV Series, Products, dated No-vember 15, 2000, from the Wall Street Journal clearly illustrates the product element of the mar-keting mix. My definition of product is anything that can be offered to the public including tangible physical products, services, persons, places, organizations, ideas, or mixes of these entities, which might satisfy a potential buyer's needs or wants by acquisition, attention, use, or consumption. 'Sesame Street' is a forerunner in educational T.V. Since 1960 it has focused on a very young audi-ence. According to this article, "In 1999 'Sesame Street' had a loss of $19 million prompting a new team of executives at Sesame Workshop to rethink the company's direction. To grab its own piece of the pie, Sesame Workshop, a not-for-profit company, is developing educational programming for older kids, branching out beyond its traditional relationship with the Public Broadcasting Ser-vice and forging Commercial alliances." Sesame Workshop is also going global. They have creat-ed new Muppet characters in Russia, South Africa and Egypt. The market segment 'Sesame Street is targeting is older educational T.V. viewers and a new international market. The market strategy the firm is using is diversification because at the same time that 'Sesame Street' is offering new and diverse shows it is developing a new market targeting older children and expanding globally.November 20, 2000 To: Hal Koenig From: B.L.O. BA 390-Marketing This article illustrates the marketing mix element of product. My definition of product is anything that is capable of satisfying a need or want which is offered to the target market. Products may also be services, ideas, places, etc.; instead of just goods. This article talks about Taro Pharmaceutical Industries Ltd., which is a small company that is acting very aggressive. Taro acts globally and relies mostly on generic drugs. Their profits are on the rise, which is leading to investment in heavy R&D. Taro's products help to treat heart dis-ease, epilepsy and arthritis, but it specializes in skin condition treatments. For Taro's near future they are waiting on FDA approval on 11 new generic products. If the 11 pending applications were approved they would give Taro access to markets worth around $1 billion dollars. In the long term there are two major proprietary products underway. One is called T2000, with potential as an epi-lepsy treatment, muscle relaxant and anxiety reducer. The other is NonSpil, which helps medicine stick to spoons so it doesn't spill. The small company has big plans for growth. The strategy the company is using is diversification. Taro, with its 11 applications approv-ed, would be expanding their market in other countries in some of these cases. These are new pro-ducts that would help the company to enter new markets and thus attract new customers. The seg-ment they have targeted are women, and mostly, older people or people who are sick. Taro's best known for skin remedies using