Individual Papers? Our group chose the perfume industry, and the brand I chose was Zumalon ØPeter Drucker: “A company has only two basic functions: innovation and marketing.” ØSWOT ØPorter’s 5 Forces – Adds customers and other outside views… Ø Ø ØExperience, Exchange, Evangelism, Everywhere ØInnovation Vs. Exploitation Ø“Seeing Around Corners…” ØLook for Weak Signals and Build Scenarios to Disprove ØGalvanizing Your Organization
ExpectedContentsofGroupReport: • Introduction – organization background, description of the business problem, justification of selection, etc. • Literature review – summary of the findings from 6 peer-reviewed articles that are related to your problem. ? Synopsis – description of the method used to collect the journal articles, such as databases, searching and filtering criteria, etc. ? Strengths – analysis of the strengths of the articles with respect to the organisation’s evaluation criteria (e.g., things from the articles that you can borrow for your analysis). ? Weaknesses – analysis of the weaknesses of the articles with respect to the evaluation criteria (e.g., things from the articles that do not fit well with your problem as well as those that you should improve for your analysis). ? Summary of Literature Review – Summary of the identified strengths and weaknesses. • Methodology – description and illustration of the business analytical approaches for the problem. • Implementation – formulation of the problem by using different business analytical approaches, application of Excel Solver Add-in, Excel Analysis ToolPak, and/or Analytic Solver Basic for Excel. • Discussions and Conclusions – suggestions for courses of action to the selected company as well as the evaluation of the business analytical approaches. • References • Appendices – including the minutes/notes of meetings. 3. Marking Criteria: Criteria Possible Mark Identification and description of the problem to be analysed 3 Summary of literature review 3
First: Introduction and Company choice Briefly introduce the chosen company, its orientation and justify your choice. Second: Discuss the following concepts: 1) Environmental analysis Analyse the micro and macro environment of the chosen company and discuss how the different factors (including competition) have influenced the company. 2) Segmentation strategies Identify the chosen company segmentation, targeting, differentiation and positioning strategies. 3) Pricing and distribution strategies Explain the chosen company pricing and distribution strategies and justify their choice. 4) Marketing communications & channels Identify and evaluate the different marketing communications that the chosen company use, and their marketing distribution strategies and channels.
How to start: The objective is to research and highlight the key components of a public relations campaign and create your own. Pick a cause, charity, product, or organization. You come up with the creative concept yourself. Pick the CALL TO ACTION, celebrities, and partnerships you think will help the cause. Have fun, and see how your PR campaign takes shape. What is your BIG IDEA? You have no budget limitations. Cite your credible sources. Read the additional learning tools below for examples to assist you. PowerPoint/Slide Presentation - Minimum 7 slides include the following components when you start to prepare your public relations campaign. Objectives Audiences Messages (Call to Action) Message Strategy (Media Partnerships, Message Distribution, Distribution Channels) Partnerships (Community Partners, Brand Alignment, Cause Marketing, Etc.) Tools and activities (Events, Social Media, Apps, Etc.) Evaluation, Metrics, and Amendments (How will you measure your efforts?)
The Topic of each paper is selected by the student and relates to the chapters under study OR an area/topic in business that is of interest to the student. Use a Chicago-style footnote to annotate any research/source of information. Footnote information can be found at: https://owl.english.purdue.edu/owl/resource/664/01/; https://owl.english.purdue.edu/owl/section/1/. The paper format is: I. Problem Statement (1-2 sentences defining the problem/topic/issue the student selects) Then the students write on how the problem/topic/issue impacts each of the 5 criteria: a. Employees b. Legal (Which Laws/ Regulations apply) (use bing.com) c. Financial (1-3 sentences on each: Revenues, Costs, Profits) d. Competition e. Customers II. Solution (Many sentences describing/defining what your Solution is to your Problem Statement) a. Steps in your solution (Describe at least 5 steps in the development and implementation of your Solution) 1. 2. Etc. b. Impact of your Solution on each of the 5 criteria 1. Employees 2. Legal (Which Laws/Regulations apply) (use bing.com) 3. Financial (1-3 sentences on each: Revenues, Costs, Profits) 4. Competition 5. Customers
Discuss and describe each of the three fundamental principles of research ethics as outlined in the Belmont Report. Provide a detailed explanation for each principle.
Brand : Kohl's Competitors : Macy's, Dillards, Nordstrom Example attached Assignment instructions : Students will now research the competitor landscape for the case study retailer based on the 3 competitors selected in HW#1. To fully understand the some of the challenges that the retailer faces from their competitors, comparing and contrasting the key areas of their businesses will define the similarities and differences. Students will identify for the case study retailer and each of the competitors their target market, product/service categories, price points, distribution methods to the consumer, loyalty programs/promotional strategies, and best practices that makes each retailer unique. Here are 2 examples Download 2 examplesof how to layout your competitor landscape in the required headings and format as listed below. Utilizing excel for the chart is recommended but not required. Please note - these are both edited for the purposes of the final pitch deck slide. The amount of details/examples will be greater for your assignment. You will extract the most important details/examples when you edit for your final pitch deck. In a chart format similar to the examples provided, the following heading topics should be identified Define target customer - demographics and psychographics – key points. Dominant product categories (and/or services for sale) - detailed information includes types of products, major brand names (private or wholesale) Price includes price ranges for dominant product categories (and/or services) – line up the price ranges with the product categories to connect with each dominant category Distribution (where customers can purchase products) – indicates how and where product is received by the customer including an omni-channel effort if appropriate. List physical store types, online, mobile, curbside, BOPIS, digital marketplace, social media connections to purchase Promotional Strategies (Tools to keep the customer engaged including all marketing efforts) – identify dominant strategies in terms of both traditional and non-traditional methods of attracting customers – strategies to get the customer to shop - special events, sales, SMS texts, emails, and loyalty programs including frequent shopper programs and exclusives. Best practices – key strategies that separate each of the retailers from each other to give them a competitive edge. Include use of technology such as data analytics (AI) or use of AR, etc. The content should be presented in a chart format that clearly identifies the similarities and differences. Make sure to in-text cite any statistics or direct quotes. Please include a works cited of resources used for this assignment.
What catalogs do Glossier's customer service receive or read? Should your brand mail or email a catalog? Answer to develop : Targeting Glossier customers via catalog or mailers would not be successful. Glossier customers would not receive or read any brand mail, since many are young urban city renters and move around a lot. Since the age range for the brand is 18 – 34 many of the consumers don’t bother to subscribe to any brand mail much less read it. Glossier could reach a much larger audience through email and SMS promo.
You are also expected to watch five expert videos throughout the semester. “The 7 Principles of Conversion-Centered Design” from Chapter 2 is required, and you can choose any of the 4 expert sessions. After watching the expert videos on stukent.com, you must complete a one-page write-up for EACH of them. In this write-up, you will teach someone everything you learned from this lecture. This is not a simple summary or regurgitation of information. Rather, you must organize the information and explain it in a way that helps someone else learn the material. You can use bullet points, diagrams, prose, or any other format that helps teach the material effectively.
Premise of our Marketing Plan is: Introducing a new way to enjoy your McDonald's favorites from the comfort of your kitchen: McDonald's Frozen McMeals! Say hello to your guide for recreating fan-favorite menu items like Big Macs, Chicken McNuggets, and Egg McMuffins right at home. Each McMeal comes with pre-portioned ingredients and simple cooking instructions, making cooking a breeze. But why stop there? Treat yourself to a delightful array of desserts and treats called McDelights, from timeless apple pies to irresistible McFlurrys. With innovative options like frozen yogurt bars and ice cream sandwiches, there's something to satisfy every craving. Elevate your at-home dining experience with McDonald's Frozen McMeals and McDelights – from our kitchens to yours, you’ll be McLovin it! The idea is to expand the product line of an existing company. *Use public financial records for Budget section of Marketing Plan* This is just to give you an idea of what it supposed to be done for this marketing plan: It can be as simple as adding a product to an existing business (such as a chicken sandwich at In and Out Burger or LuluLemon to Nordstorm’s, two ideas that students have had over the years) to introducing a whole new product to a new market (taking an existing business to a new location or creating a whole new product/company that does not exist). But I would say its best to pick a public company so the information you need is readily available. The final plan should include the profit and loss statement which is usually half a page under the Budgets section. To that end, if you can't find the numbers you need for the plan, you will either need to use another company's numbers or other source and/or create your own estimates (and document in your plan that you did that, while also noting in Controls that you will be getting updated numbers at the right time). Must include these parts: Marketing strategyOutlines the broad marketing logic by which the business unit hopes to engage customers, create customer value, and build customer relationships, plus the specifics of target markets, positioning, and marketing expenditure levels. How will the company create value for customers in order to capture value from customers in return? This section also outlines specific strategies for each marketing mix element and explains how each responds to the threats, opportunities, and critical issues spelled out earlier in the plan.Action programsSpells out how marketing strategies will be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who will do it? How much will it cost?BudgetsDetails a supporting marketing budget that is essentially a projected profit-and-loss statement. It shows expected revenues and expected costs of production, distribution, and marketing. The difference is the projected profit. The budget becomes the basis for materials buying, production scheduling, personnel planning, and marketing operations.ControlsOutlines the controls that will be used to monitor progress, allow management to review implementation results, and spot products that are not meeting their goals. It includes measures of return on marketing investment.
