Marketing

Read the Khanna, T.  lecture  Choose two companies, one from A & one from B in the table below that are operating in different industries. Companies are chosen on first come first served basis. – Research the companies and in not less than one page (net), discuss the dimensions of their competitive strategy/scope, and how they deal with the global complexities of their industry.     Industry Company A Company B 1 Banking Credit Suisse Credit Agricole 2 FMCGS Unilever P&G 3 Auto Mercedes Benz Toyota 4 Technology Siemens Phillips (Dutch) 5 Pharma Pfizer GSK 6 IT Services IBM Infosys 7 Apparel Ralph Lauren Hugo Boss 8 Food Kraft Kellogg’s 9 Elevators Otis Schindler 10 Shoes Aldo Bally 11 Watches Omega Mont Blanc 12 Luxury goods Armani Gucci 13 Auto Lexus Honda 14  Cell Phones Samsung Huawei 15  Apparel Armani Levi’s 16  Printers HP Epson 17  Banking Wells Fargo Chase 18  Auto BMW Nissan 19  Cell Phone Apple Motorola 20  Pharmaceuticals Gilead Bayer (Germany) 21  Detergent Tide Persil 22  Cereals Kellogg’s General Mills 23  Supermarkets Harris Teeter Food Lion 24  Appliances Whirlpool Haier (China) 25  Furniture Rooms to go Ikea (Sweden)

Mid Term: Covers chapters 1 through chapters 7 For the Mid-term you will create a new product and provide how you would market your product. You will need to provide information on how your product is superior to your competitions product. 1) Define and explain each of the following tools/concepts below. The strategic planning process S.W.O.T Market Segmenting Target Marketing Product Positioning Offerings: —product, price, and service. 2) Use two or more of the concepts from part 1 in your product assessment. 3) Analyze security, privacy, ethical, and legal issues related to the digital information world and marketing The mid-term needs to be in a Word document and in APA format. You must cite at least 3 academic references. The page requirement is a minimum of 4 body pages in length. This does not include the cover and reference pages.

Assignment Details Assignment Description Primary Discussion Response is due by Friday (11:59:59pm Central), Peer Responses are due by Tuesday (11:59:59pm Central). Primary Task Response: Within the Discussion Board area, write 600–800 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.. As the firm looks for ways to offset the domestic downturn in sales, Deborah, the CEO of your company, wants to determine if a global strategy is a good fit for the organization.  She has designated you as the manager for this project.  You will work with your team to develop a global marketing plan for your organization. You begin your research in deciding if and what the global strategy should be. You get your team together and begin to discuss a plan on how you will research this possibility. You start the meeting by saying “Let’s brainstorm and start to get a plan together for a possible globalization strategy. Tiffany, I’d like you work with me to begin researching possible locations.” Tiffany says, “I think we need to research some locations, but I think there is more to it than that. There still needs to be a decision on the type of strategy or approach we are taking. Would we use a multidomestic approach, a global approach, or a transnational approach? I’m still not entirely convinced a global strategy is the answer.” “Great point, Tiffany. It is obvious to me as well that we need to explore a strategy that will put us in a better position to handle the economic downturn. We have to provide the board with the facts. They seem to be leaning in the direction of a global strategy, but I’m not sure it’s the right move either. That’s why we need to do research.” Domestic profit margins have dropped by 2% this quarter. You wonder how you and your team can help fix this. Is a global strategy the answer, or should the company continue to focus on the domestic market? You call a team meeting to learn about the progress of their research.  Tiffany, one of your team members, begins the discussion. “I think we need to look at some of the internal factors,” she says. “We know what our capabilities are on the domestic front, but what about in the global market? We have a fairly strong market presence here in higher-end markets, but how does that translate globally?” Discuss the following: How do you define a global strategy? Compare and contrast global strategy with other international expansion strategies. Identify a minimum of 3 possible countries for globalization. Research each of these locations in the furniture industry, and document both the pros and cons of using these in global strategy. What country would you choose? What evidence can you provide in support of your choice? What evidence might somebody else, who does not agree with you, provide to support an alternative choice? Recommend two or three areas to benchmark in preparation for the decision regarding global expansion. MUSE materials provide information regarding this topic. The materials found in the M.U.S.E. may help you with this assignment, such as the audio file Benefits of Globalization. This file provides real-world experience, which may help you with this assignment. Responses to Other Students: Respond to at least 2 of your fellow classmates with at least a 100-word reply about their Primary Task Response regarding items you found to be compelling and enlightening. To help you with your discussion, please consider the following questions: What did you learn from your classmate’s posting? What additional questions do you have after reading the posting? What clarification do you need regarding the posting? What differences or similarities do you see between your posting and other classmates’ postings? For assistance with your assignment, please use your text, Web resources, and all course materials. M.U.S.E. may help you with this assignment, such as the audio file Benefits of Globalization.  Listed Below: Introduction The story that you are about to hear is from actual events that occur in the field. Its purpose is to provide you with a real-world example from a seasoned professional in the business world. Benefits of Globalization Because our firm’s lack of globalization was identified as the culprit of downward manufacturing margins, we decided to focus on a plan that would accomplish two things in the global marketplace. First, we wanted to bring the cost of production down by exploring manufacturing alternatives outside the United States. Second, we wanted to establish a supply chain network that would allow our company to penetrate new markets quickly and efficiently in developing economies. We found that countries that were ideal for manufacturing our products included Brazil, Russia, India, and China. These countries have strong currencies and a rapidly growing consumer population. These countries were chosen for manufacturing sites based on their recent economic growth, sound infrastructure (utilities), political stability, and overall cost of operations. We shopped only for manufacturing plants that were close to ports or along rail lines, and in countries where labor costs were a fraction of those in the United States. We found that we paid at least a third less for labor abroad than we did at home, and by manufacturing in foreign cities where products were in demand, we saved on costs that would have been associated with exporting products from the United States. Because, up to this point, globalization had not been our company’s strong point, we engaged an international logistics firm to help determine the best practice global manufacturing sites and how to efficiently transport our goods to familiar and unfamiliar markets. It was not long before our company began to command market share at the global level. By increasing market share while lowering operating costs, profits margins started to trend upward at our company. We maintained our position as a market leader not only in the United States, but in the world as well. Unit 1: Beginning Development of Global Strategies  Book:Strategic Management in Dynamic Environments by McGrawHill Create ISBN: 9781309054956 Unit 1 uses:McGraw Hill Create – Chapters 1 and 7. Chapter 4, pg. 99 Development of Global Strategies

Assignment:  To develop a promotion plan for your product in the country you selected. ·       Essentially, you will be describing the promotional objectives, strategies, and tactics.  In addition you will consider the overall communication message that is suited to the local culture.  o   Include a a description of your product and name the country. o   Include a description of your target audience, using the four bases for segmentation.  You will need to quantify the total size of your target audience.  For example, if your geographic basis is a particular city, your demographic is women, ages X – Y, research and record the statistic.  This is necessary in order to state your promotional objectives.  More on this in the lecture and PowerPoint. o   List the types of promotion – select at least four (4) of the promotional ‘tools’ – e.g., advertising, sales promotion, direct marketing, public relations, social media, etc. o   Write the objectives and describe the strategies and tactics. o   Determine the type of media to be used, e.g., electronic (TV, radio, Internet, social media), print (magazine, newspaper), etc.  Provide a rationale for your choice of media. o   Determine global choices with respect to promotional messages §  Recommend new copy for foreign markets in host country’s language? §  Translate the original copy into target language? §  Leave some or all of the copy elements in home-country language? ·       Consult the textbook, the Chapter lecture and the PowerPoint on writing promotional objectives and strategies.  For the PowerPoint, click here   ·       Note:  Remember to cite your sources, using the APA style.  Note:  You should not need to cite the PowerPoint because, for one,  it would not be retrievable by others and, two, it is simply a tool or guide for this assignment.  ·       Note:  There is a sample plan posted here.  It is an excerpt from a former student, whose permission I have to share it with you.  However, this sample plan was the culmination of two courses.  It has been edited to shorten its length to illustrate the promotional tools.  It doesn’t use the APA style (as you will do).  o   The main reason for showing you this sample is to illustrate how to outline the chosen promotional tools and how to write the objectives, strategies, and tactics.  In addition, this sample plan does not address some of the global choices with respect to promotional messages. The point is that your assignment will look exactly the same as this sample plan.  o   Again, please view the PowerPoint to learn how to write measurable objectives and how to differentiate between strategies and tactics.  Click here.

In this assignment, you will: ·       Research and evaluate the brand hierarchy.  ·       Develop a brand strategy to revitalize and reinforce the brand based on the current sales data. Refer to the attached documents for complete details and grading rubric. Previous assignment for same topic, brand/product also attached. I submitted the full assignment however missed the important part and just need to tie this together per the following if possible::  I took a look at your phase IV project. You did a very good job of assessing the corporate brand, Conagra. Needed to relate to your new product – Grain products. The entire project centers on the creation of your new product. Do not redo the paper. Send me an email showing how you can interrelate the Grain products to the brand architecture, expansion and reinforcement.

What is the difference between elastic demand and inelastic demand? Which factors might influence the price elasticity of demand for items such as “a portable air conditioner”? Why? Your discussion must be a minimum of 200 words.

all marketing strategies are built on STP (Segmentation, Targeting, Positioning) By considering STP! -Explain  the marketing communication of any retail brand you choose (WALMART) -What is their unique selling proposition (USP)?  -What is their message  to the consumer/customer? -How do they communicate their message ?

After COVID-19 Crisis, un-tact society is another social phenomenon that many try to keep this by social distancing. This aspect became a big challenge to those companies contact with a number of customers is inevitable. Starbucks is one of the biggest global Café corporates which provide “Coffee with a decent place for human interaction”. How does Starbucks which used to provide Third Place to its customers globally set marketing strategy after COVID-19? What is their survival plan?

You will be required to undertake an individual written paper related to a particular organisation of your choice. The overall aim is to evaluate ways in which changes within this organisation’s MACRO environment might impact upon its marketing strategies and activities. You will be assessed on your ability to: Within an evidence based scenario of a potential change in any of the MACRO environment forces of your chosen organisation:  A) Critically evaluate the company’s strategies for sustainable competitive advantage, segmentation (including targeting and positioning) andbranding  B) Identify and critically assess two opportunities for growth within the organisation’s MACRO environments  C) Make clear links to the marketing theory that underpins your work D) Write a logical, well-presented and accurately referenced piece of work The length of the report will be 2500 words +/- 10%. The word count limit is there to test your skills of conciseness and focus – keep your work relevant to the subject matter. Key sections with suggestions as to word count Contents Approximate Word Count Weighting  1. Brief summary statement of the change in any of the MACRO environment forces of your chosen organisation. 200 words  2. Potential impact on marketing strategies under the following headings: • Competitive advantage • Segmentation, targeting and positioning • Branding 1700 words  3. Identify 2 specific growth opportunities in the company’s macro environments and set out what the company should do to take advantage of these 600 words  4. Bibliography (not included in the word count)   Your report should be a maximum of 2500 words (+/- 10%) excluding title page, references, and appendices. Sticking to a strict word limit is difficult and an important skill for you to acquire, so make sure that you write in a concise and focused manner. It should be typed font size 12 and 1.5 line spacing and must be presented in portrait format, not landscape.  An essential feature of the report is to illustrate how theoretical constructs or models can be critically analysed and applied to organisations in practice.  Referenced at least 10 discrete references   Strong critical thinking and analytical reasoning at postgraduate level. Please make sure you are clear on these requirements

For Atlanta Harts-field Jackson Intl’ Airport (ATL) 1. Highlight the importance of airport advertising and evaluate its effectiveness. 2. Discuss the role and advantages/disadvantages of sponsorship. 3. Assess the purpose of public relations and provide recommendations for improving communications.