Expert Answers

This discussion board is very different from the others! Assignment 5 - your final project, and the posts to this discussion board will both be about an integrated marketing communications campaign you have chosen for analysis.  Your first post is a way to insure you aren't doing the same projects as someone else in the group (no two people within a group may do the same campaign).  It is also an early opportunity for me to provide you feedback on the campaign you are choosing for the project.  There have been instances where a student has chosen something that is an ad, not an integrated campaign, and that simply doesn't work for Assignment 5, so if there's a problem, it gets flagged relatively early.  Finally, connecting the discussion board to your project should prompt you to make regular progress on your project. Be sure to look at Assignment 5, download and read the Assignment 5 description Download Assignment 5 description and look at the example of a good Assignment 5 Campaign Evaluation , before you post to this discussion board.   In a nutshell.... Over the past few weeks, you have been exposed to a number of campaigns. Some very good examples are the videos you watched on Desani, Charmin and Taco Bell. I would like you to identify a current or recent (within the past 12 months) integrated marketing communications campaign.  Remember!  Read the assignment before you make your first post!  

Each student will build a digital marketing plan for their selected company. This is an individual project that evaluates a digital marketing strategy of a company or organization. Students will need to carefully choose a company/organization and examine its website as well as other online components of the website organization’s marketing efforts such as social media, search engine results, etc. The purpose of this assignment is to familiarize students with the marketing planning process and facilitate the hands-on application of marketing strategy development.

Case #1: Two Scenarios of the Global Economy in 2050 (Chapter 1, Page 16) 1. Which of the two scenarios is more plausible for the global economy in 2050? Why? How does that affect you as a consumer, as a professional, and as a citizen of your country? 2. From a resource-based view, what should firms do to better prepare for the two scenarios? 3. ON ETHICS: From an institution-based view, what should firms do to better prepare for the two scenarios? (Hint: For example, if they believe in “continued globalization,” they may be more interested in lobbying for reduced trade barriers. But if they believe in “de-globalization,” they may lobby for higher trade barriers.) 4. A classmate says: “Global business is relevant for top executives such as CEOs in large companies. I am just a lowly student who will struggle to gain an entry-level job, probably in a small domestic company. Why should I care about it?” How do you convince her that she should care about it? 5. On Ethics: What are some of the darker sides (in other words, costs) associated with globalization? How can business leaders make sure that the benefits of their various actions (such as outsourcing) outweigh their drawbacks (such as job losses in developed economies)? Case #2: Carlsberg Confront Political Risk in Russia (Chapter 2, Page 33) 1. Why is investment in Russia considered politically risky? 2. Despite the risk, why are foreign multinationals such as Carlsberg eager to invest in Russia? 3. On Ethics: If you were a Carlsberg board member, would you vote “yes” or “no” for a new project to acquire a local brewery in Russia? 4. Identify the top three countries with the most significant change in political risk in the last five years. Why do you think so? 5. On Ethics: As a manager, you discover that your multinational’s products are counterfeited by small family firms that employ child labor in rural Bangladesh. You are aware of the corporate plan to phase out these products soon. You also realize that once you report to the authorities, these firms will be shut down, employees will be out of work, and families and children will be starving. How do you proceed? Case #3: Monetizing the Maasai Tribal Name (Chapter 3, Page 50) 1. ON ETHICS: Assuming you can afford (and are interested in) some of the “Maasai” products, would you like to pay more for these products if royalties are paid to the Maasai? If so, how much more? 2. ON ETHICS: As CEO of one of the firms mentioned, how are you going to respond to the criticism that your firm is “ripping off,” or “stealing,” from the Maasai? 3. ON ETHICS: If you were a judge in the home country of any of these firms named, how would you proceed with the legal dispute (assuming MIPI can eventually represent the tribe and press legal charges)? 4. Can you find other examples where a group of people or a unique culture has been monetized for profit? Case #4: FDI in the Indian Retail Industry (Chapter 6, Page 100) 1. What are the possible benefits of FDI in the Indian retail industry? 2. What are the possible drawbacks of FDI in this industry? 3. India is a tantalizing market with huge potential and with onerous restrictions. As an executive at Walmart, Tesco, or IKEA whose domestic growth at home is sluggish, how would you approach this market? 4. Identify the top five (or ten) source countries of FDI into your country. Then identify the top ten (or 20) foreign MNEs that have undertaken inbound FDI in your country. Why do these countries and companies provide the bulk of FDI into your country? 5. Worldwide, which ten countries were the largest recipient and source countries of FDI last year? Why? Will this situation change in five years? How about 20 years down the road? Why? Case #5: Thai Union’s Foreign Market Entries (Chapter 10, Page 166) 1. Other than Thai Union, have you heard any firm based in Thailand that has become one of the world’s largest (in any industry)? 2. What are some of the unique resources and capabilities that Thai Union has? 3. How many foreign market entry modes does Thai Union use? What are their advantages and disadvantages? 4. During the 1990s, many North American, European, and Asian MNEs set up operations in Mexico, tapping into its location-specific advantages such as (1) proximity to the world’s largest economy (the United States), (2) market-opening policies associated with NAFTA membership, and (3) abundant, low-cost, and high-quality labor. None of these has changed much. Yet, by the 15th anniversary of NAFTA (2014), a significant number of MNEs were starting to curtail operations in Mexico and move to China. Use institution-based and resource-based views to explain why this was the case. 5. From institution-based and resource-based views, identify the obstacles confronting MNEs from emerging economies interested in expanding overseas. How can such firms overcome these obstacles? Case #6: Moving Headquarters Overseas (Chapter 12, Page 198) 1. What are the drawbacks and benefits associated with moving business unit HQ and corporate HQ to another country? 2. ON ETHICS: If you were a CEO or a business unit head, under what conditions would you consider moving HQ? 3. If you were a government official in the MNE’s home country, what can you do to discourage such moves of multinational HQ out of the country? 4. In this age of globalization, some gurus argue that all industries are becoming global and that all firms need to adopt a global standardization strategy. Do you agree? Why, or why not? 5. On Ethics: Find a high-profile case of an MNE moving its headquarters out of its home country to a new country. Discuss the media and political outcry surrounding this move. If you were CEO, how would you defend the move at a press conference? Case #7: Chicago versus Shanghai (Chapter 13, Page 217) 1. What questions should Wang ask the people at headquarters in Chicago? Please help him prepare a list. 2. Will Lily and the children be happy about this move? Why? 3. Should Wang accept or decline this opportunity? Why? 4. You have been offered a reasonably lucrative expatriate assignment for the next three years, and your boss will have a meeting about the assignment with you next week. How would you discuss the assignment with your boss? 5. In Ethics: If you were an HCN, do you think pay should be equal between HCNs and expatriates in equivalent positions? Suppose that you were president of a subsidiary in a host country, and as a PCN your pay is five times that of the highest paid HCN (your vice president). What do you think?

WHAT IS THE SEMESTER PROJECT FOR PRINCIPLES OF MARKETING? The semester project involves your creating an outline of a marketing plan for a “new” consumer product (meaning a product that has been on the market for one year or less). The product may be food, beverage, electronics, health & beauty aid, automobile, motorcycle, pharmaceutical, etc.  Basically this is a marketing analysis from which a detailed marketing plan might be created. There is not a comprehensive final exam in this course.  The semester project will serve as the means by which you will demonstrate your mastery of the subject matter. Detailed Marketing Plan Outline for the Semester Project The following outline should be followed in completing the semester project. Papers should be written in a narrative (paragraph) format.  Product Background (5 points) Introduce the new product. Describe what the product is and what it does. The introduction might include: consumer demand, product usage, attributes, benefits to the target market, competitive edge, branding, labeling, packaging, support services etc. What is the geographic area in which the product will be sold? What kind of image does the product have? (such as cheap but good, exclusive, customer-oriented, highest quality, convenience, or speed) Company (Manufacturer) Background (5 points)  Include the name and history of the manufacturer, its other products and services, etc. Include the company’s mission statement (if you can find it).  Strategic Issues (10 points) Discuss the current business environment for the new product. What are the internal and external issues which could affect next year's business? (Look for industry forecast information) Include details about other new product introductions in the same company, industry consolidations or expansions, new distribution outlets, or a major change in industry pricing, etc. Target Market (10 points) Describe the target market for the product. (Example: 18-25 year old females who are interested in fashion, retirees, people concerned about sugar and calories in their soft drinks, etc.) Remember there may be more than one market segment targeted. Describe demographics, psychographics and buyer behavior as they relate to your product. If the market segments are differentiated by ethnicity or have an international focus, examine the aspects of the marketing mix. Competition (15 points) SWOT Create a SWOT analysis for the company and the new product. What are the strengths and weaknesses compared to the competition (consider such areas as location, size of resources, reputation, services, personnel, etc.)? What are the opportunities and threats of the product/service?  How might these opportunities be exploited and the threats minimized or eliminated? COMPETITION Describe the competitive environment for the product. Create profiles of the top two (2) competitors with details of those competitors and the products which compete with your profiled company’s new product. Develop a market share assessment for the new product in relation to its competitors. Pricing (10 points) What is the price of the product? How does the price compare to that of the competition? Discuss the possible rationale for pricing the product at this amount. Promotion/ Advertising (10 points) How does the company promote their product?  Do they use any of the following channels? -Television                            -Internet                -Radio                                     -Personal Contacts -Direct Mail                          - Billboard (Outdoor advertisement) -Newspapers                         -Trade Associations -Magazines                           -Social Media What message is the company attempting to get across to the consumers? Why is the media chosen the most effective? Distribution (10 points) Where can consumers find the product or where can they obtain the service? Is there sufficient distribution and availability of the product to ensure its access and success? Are there any “weak links” in the distribution chain that might create a problem in getting the product/service to the customer? Positioning Statement (5 points) Describe the company's positioning for the next year. This positioning statement should be one sentence long.  Here’s where you get creative.  Make up a “new” tag line that can be used in advertising and promotion and something that the sales staff can say quickly and concisely. A few examples of a tag line are:  Can you hear me now? – Verizon Wireless. Five dollar foot long — Subway. What’s in your wallet? – Capital One. What happens here, stays here – Las Vegas Convention and Visitors Authority. Easy, breezy, beautiful Covergirl – Covergirl makeup. It gives you wings — Redbull Summary (5 points) Provide your assessment for the future success of the product based on the analysis that you have done of the product. How to Cite Your Sources (References) (5 points) Source documents used in developing your project should be cited as references using the APA format. (Click here to see instructions on “How to Cite Sources”). Click on the APA Citation Quick Reference Guide on the page. Deadline: The deadline for the final semester project is 11:55 p.m. Wednesday, May 1, 2024. CLICK HERE TO SEE AN EXAMPLE - This is what your semester project should look like. This is only an EXAMPLE.  It does not guarantee 100% on the final project.

Industry Report This assignment is to take a look into the public relations profession.  Do a PowerPoint presentation or video on the Public Relations industry. Minimum: 5 slides or create a video if you would like. Share recent concerns the industry has faced. Share how the industry has changed in the last 40 years. Highlight three (3) different PR jobs in the field. Conduct research on the three areas of your choice and include them in a presentation. Be sure to highlight salary, education, and job responsibilities.

Watch the above videos and read this ARTICLE. Read the ARTICLE, "HOW PR AGENTS CAN BECOME STRONG STORYTELLERS" (https://www.5wpr.com/new/public-relations-story/) Read the ARTICLE, "Increasing Your Media Coverage Through Storytelling" (https://prsay.prsa.org/2019/01/08/how-to-increase-your-media-coverage-through-storytelling/) Share an example with the class of your favorite storytelling utilized in a Public Relations campaign... What media outlet (channel) did you find this example on? How can metrics and analytics assist the PR industry?

Presentation is about topic : "Return On Investment" ROI in the book . Uploaded is the whole assignment for you to have an idea. but You should ONLY answer questions :  - Use Case Examples (10 points): Present three (3) real-world use cases wherebusinesses have successfully implemented the topic ( Return on Investment ) . Explain how these businesses benefited from their strategies. Use external examples and include sources. - Challenges and Recommendations (10 points): Identify any problems or challenges that businesses might face when implementing the ideas of this topic( Return on investment) . Provide recommendations and solutions based on your research

What is an Implementation, Evaluation and Control Plan? This plan highlights the actions needed to implement the recommended strategy at the corporate, business, and functional levels. For each action, the who, what, and how are specified. In terms of evaluation, who and how often the action plan will be evaluated is also determined. Finally, metrics are developed for objective and easy control and evaluation plans. How to create an Implementation, Evaluation and Control Plan table Download TemplateSA-EXH6-Implementation.docx and use it to build your own Exhibit 6. In Section VI of your Strategic Audit, you have already identified the recommended strategy with its corporate, business, and functional hierarchy. The template illustrates a plan applied to the Olallieberry Pie Company’s (OPC) recommended strategic alternative (growth-concentration-expand into international arena by forging strategic alliances). Notice the template has six columns with headings: Strategic Alternative Element, Action Plan, Priority System, Who Will Implement, Who Will Review, How Often Reviewed, and Metrics/Criteria. The first element is at the corporate level action, then there are business level actions, and then 3 to 4 important functional level actions. All these action lines or rows should be expanded into good complete discussions in Sections VII and VIII of your Strategic Audit. Where the elements and actions come from? Review your recommended strategy ideas at the corporate, business, and functional areas in Section VI to find key elements you would like to incorporate in the implementation plan. Review your TOWS matrix to find key actions you would like to include in this plan too. Not all elements and actions mentioned in Section VI and TOWS matrix should be included, only few that you consider most relevant.

Presentation is about "Return On Investment" ROI book chapter Uploaded is the whole assignment for you to have an idea. but You should ONLY answer questions : - Use Case Examples (10 points): Present three (3) real-world use cases wherebusinesses have successfully implemented the topic. Explain how these businesses benefited from their strategies. Use external examples and include sources. - Challenges and Recommendations (10 points): Identify any problems or challenges that businesses might face when implementing the ideas of this topic. Provide recommendations and solutions based on your research. Brands needs to be worldwide fashion, cosmetics or skincare

Prior to beginning work on this assignment, review Home - FEMSA. he goal of the paper is to integrate theories and concepts from the textbook and readings into your own ideas to create specific marketing ideas to promote the brand (good or service) with a particular target market. Refer to the previous assignments completed in this course for insight into how to develop your final paper. Marketing managers should not confuse customers by conveying different thoughts, concepts, and ideas. It is important to integrate an organization’s communications. It should be consistent and coordinated with all elements of the organization. This Integrated Marketing Strategy helps in the creation of synergy, clear messages, and building relationships with customers. In your paper, Describe the company. Provide an Overview/Executive Summary of the marketing strategy. Describe the good or service and desired brand image. Describe the target market, including buyer motivations, demographics, and psychographics. Describe the overall marketing strategy, including positioning strategy versus competitors. Describe a promotions and advertising campaign that includes a description of one advertisement. Recommend and describe a public relations campaign. Describe the use of an Internet marketing campaign, including website and email. Describe a direct marketing campaign, including Customer Relationship Management.