Marketing (BM3021) Case Study essays

Marketing (BM3021) Case Study essays Marketing (BM3021) Case Study - Laura Ashley Marketing (BM3021) Case Study - Laura Ashley 1. How did Laura Ashley brand position as a product, company, country and a person? The use of brands is very important in modern market systems, it is usually a name or logo which differentiates the product from competitors as well as being something consumers will recognise and buy again (loyalty). The brand Laura Ashley has always been a central part of the companies strategy. What did people expect from Laura Ashley?: a product that was floral, traditional, feminine, quality and stood the test of time, a product with a clear identity and character. It was Laura's ability to take old (often Victorian) designs and bring them into a modern idiom that caused the initial success. This all changed during the 90's when new fabrics and styles were used, and the brand was put on a diverse range of products. The brand image set by Laura Ashley as a company was complex and appealed to many types of people. It was a business that promoted strong, genuine, traditional family values, this was an excellent promotion tool. "Laura convinced herself that the business was not merely 'a family business', It was her family." - Anne Sebba, even by the late 90's a third of all shares were still controlled by Sir Bernard Ashley himself. The fact that the company started off as a local factory selling to only a few stores in London is appealing to the more patriotic clientele. Also then, we can refer to the retailing methodology that this company used, which was not reliant upon advertising. The retailers brand image was created through store ambience, and an overall enjoyable shopping experience. This would reflect also upon Laura herself in terms of her personal image and branding. Perhaps the larger stores in America were less successful due to a lacking in these departments, (the high staff turnover in the late 90's ). In ...

How to Calculate Mass Percent Composition

How to Calculate Mass Percent Composition This is a worked example problem showing how to calculate mass percent composition. Percent composition indicates the relative amounts of each element in a compound. For each element, the mass percent formula is: % mass (mass of element in 1 mole of the compound) / (molar mass of the compound) x 100% or mass percent (mass of solute / mass of solution) x 100% The units of mass are typically grams. Mass percent is also known as percent by weight or w/w%. The molar mass is the sum of the masses of all the atoms in one mole of the compound. The sum all the mass percentages should add up to 100%. Watch for rounding errors in the last significant figure to make sure all the percentages add up. Key Takeaways Mass percent composition describes the relative quantities of elements in a chemical compound.Mass percent composition is also known percent by weight. It is abbreviated as w/w%.For a solution, mass percent equals the mass of an element in one mole of the compound divided by the molar mass of the compound, multiplied by 100%. Mass Percent Composition Problem Bicarbonate of soda (sodium hydrogen carbonate) is used in many commercial preparations. Its formula is NaHCO3. Find the mass percentages (mass %) of Na, H, C, and O in sodium hydrogen carbonate. Solution First, look up the atomic masses for the elements from the Periodic Table. The atomic masses are found to be: Na is 22.99H is 1.01C is 12.01O is 16.00 Next, determine how many grams of each element are present in one mole of NaHCO3: 22.99 g (1 mol) of Na1.01 g (1 mol) of H12.01 g (1 mol) of C48.00 g (3 mole x 16.00 gram per mole) of O The mass of one mole of NaHCO3 is: 22.99 g 1.01 g 12.01 g 48.00 g 84.01 g And the mass percentages of the elements are mass % Na 22.99 g / 84.01 g x 100 27.36 %mass % H 1.01 g / 84.01 g x 100 1.20 %mass % C 12.01 g / 84.01 g x 100 14.30 %mass % O 48.00 g / 84.01 g x 100 57.14 % Answer mass % Na 27.36 %mass % H 1.20 %mass % C 14.30 %mass % O 57.14 % When doing mass percent calculations, its always a good idea to check to make sure your mass percents add up to 100% (helps catch math errors): 27.36 14.30 1.20 57.14 100.00 Percent Composition of Water Another simple example is finding the mass percent composition of the elements in water, H2O. First, find the molar mass of water by adding up the atomic masses of the elements. Use values from the periodic table: H is 1.01 grams per moleO is 16.00 grams per mole Get the molar mass by adding up all the masses of elements in the compound. The subscript after the hydrogen (H) indicates there are two atoms of hydrogen. There is no subscript after oxygen (O), which means only one atom  is present. molar mass (2 x 1.01) 16.00molar mass 18.02 Now, divide the mass of each element by the total mass to get the mass percentages: mass % H (2 x 1.01) / 18.02 x 100%mass % H 11.19% mass % O 16.00 / 18.02mass % O 88.81% The mass percentages of hydrogen and oxygen add up to 100%. Mass Percent of Carbon Dioxide What are the mass percentages of carbon and oxygen in carbon dioxide, CO2? Mass Percent Solution Step 1: Find the mass of the individual atoms. Look up the atomic masses for carbon and oxygen from the Periodic Table. Its a good idea at this point to settle on the number of significant figures youll be using.  The atomic masses are found to be: C is 12.01 g/molO is 16.00 g/mol Step 2: Find the number of grams of each component make up one mole of  CO2. One mole of CO2 contains 1 mole of carbon atoms and 2 moles of oxygen atoms. 12.01 g (1 mol) of C32.00 g (2 mol x 16.00 gram per mole) of O The mass of one mole of CO2 is: 12.01 g 32.00 g 44.01 g Step 3: Find the mass percent of each atom. mass % (mass of component/mass of total) x 100 And the mass percentages of the elements are For carbon: mass % C (mass of 1 mol of carbon/mass of 1 mol of CO2)  x 100mass % C (12.01 g / 44.01 g) x 100mass % C   27.29 % For oxygen: mass % O (mass of 1 mol of oxygen/mass of 1 mol of CO2)  x 100mass % O (32.00 g / 44.01 g) x 100mass % O 72.71 % Answer mass % C 27.29 %mass % O 72.71 % Again, make sure your mass percents add up to 100%. This will help catch any math errors. 27.29 72.71 100.00 The answers add up to 100% which is what was expected. Tips for Success Calculating Mass Percent You wont always be given the total mass of a mixture or solution. Often, youll need to add up the masses. This might not be obvious! You may be given mole fractions or moles and then need to convert to a mass unit.Watch your significant figures!Always make sure the sum of the mass percentages of all components adds up to 100%. If it doesnt, you need to go back and find your mistake.