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1687 Expresso Bar/CafT Start-Up. This is a marketing and start-up plan for an espresso bar/cafT in Houston. Analysis has shown that this is a growing market in the United States, evidenced by the stellar growth of franchises such as Starbucks and Seattle Coffee Company. What is proposed here is not a franchise, but a smaller and more authentic espresso bar that offers a superior, tailored product, that will be compete with the mass market appeal of the franchised coffee bar. The target market is the young professional who, over time, will acquire an appreciation for a finer espresso experience than Starbucks and the other major coffee bars can offer. 14 pgs. 5 f/c. 7b.
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1699 Arrow Thermoplastics Inc.: New Employee Orientation Program. In recent years employee orientation programs have taken on a position of importance in most successful organizations. Video tapes, CD-ROMs, and Intranet based employee orientation programs are widely being used to provide new employees with the information they need to have for quick productivity and low turnover. Outlined below are the 20 of the most important things employees want to know when starting a new job, along with other critical elements of an interactive, electronic based new employee orientation program. All of the information provided will facilitate the orientation of new employees. It will be shown that presenting information in CD-ROM format has several advantages. 11 pgs. 5b.
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1701 Compaq's Takeover of Digital Equipment Corporation: The Role of Eckhard Pfeiffer. Compaq Computer Corporation's June, 1998, takeover of Digital Equipment Corporation will be elaborated below. Eckhard Pfeiffer, as President and CEO of Compaq Corporation played an important role in the takeover, and the rationale that guided his decision(s) will be the focus of this paper. 5.5 pgs. 11 f/c. 10b.
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1757 Case Study: Fierra Foods. This case study discusses Fierra Foods being threatened by competition that are copying their product. Topics discussed are: marketing theory analysis, marketing alternatives and the marketing mix. 8.5 pgs. 0 f/c. 0b.
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1782 General Mills Inc.: The Cereal Market. This case analyzes General Mills Cereal Market in the present and looks toward the future. A SWOT analysis is used to determine its present position in the market place. Recommendations are made at the end of this case paper. 10 pgs. 15 f/c. 7b.
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1871 ATI and the Success Story. This paper discusses ATI and the success that it has generated around the world. The product base is discussed as well as it's marketing strategy that has propelled it to the pinnacle it has reached. Competitors are also looked at to address ATI's ability to lead the technology field. 6 pgs. 6 f/c. 6b.
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1889 'Expresso!' Courier Service. Expresso!' is a start-up courier service located in downtown Vancouver. To differentiate itself from other couriers in a competitive market, Expresso! offers guaranteed service between any two locations in the downtown core within one hour. This is a premium service, which will be called a 'short expresso'. Like other courier services, Expresso! will also offer same day services, known as a 'long expresso'. To avoid warehousing parcels and incurring the associated insurance costs, however, next day service will not be offered. The company's motto is: 'If we can't deliver it today, we won't deliver it at all!'. 6.5 pgs. 0 f/c. 0b.
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