Develop a marketing perspective on logistics and explain the need for close coordination between the two functions. Explain customer segmentation and its importance to logistics.

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Marketing perspective on logistics

3.1 Learning Outcomes:

  • Develop a marketing perspective on logistics and explain the need for close coordination between the two functions.
  • Explain customer segmentation and its importance to logistics.
  • Demonstrate how the segmentation practice can be re-engineered to set logistics priorities.

3.2 Action Required:

  • Watch the short video at the following link

3.3 Test your Knowledge (Question):

  • How many ways logistics companies divide the market?

3.4 Instructions

  • Answer the question in the test your knowledge section.
  • Post your answer on the discussion board using the discussion link below

 

Which growth strategies have been pursued by Starbucks and Dunkin’ Donuts in the past? Which strategies do you believe will be most successful for the two firms in the future? Why?

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Case Study

Part-A:    Max Marks-7.5

Read the Chapter Case Study “The Coffee Wars” from Chapter No- 2 “Developing Marketing Strategies and a Marketing Plan” Page: – 58 and 59 given in your textbook/E-book – “Marketing” (8th ed.) by Dhruv. Grewal and Michael Levy (2022) and answer the following Questions:

  1. Perform a SWOT analysis for Starbucks and Dunkin’ Donuts. Based on your analysis, in which company would you invest? Justify your answer.(2.5 Marks)
  2. Which growth strategies have been pursued by Starbucks and Dunkin’ Donuts in the past? Which strategies do you believe will be most successful for the two firms in the future? Why? .(2.5 Marks)
  3. Which marketing metrics would be most helpful for an executive in charge of developing new products for a coffee chain? .(2.5 Marks)

 

 

Part-B:   Critical Thinking        Max Marks-7.5

 

Reading required: – Read Chapter 1, 3 and 6 carefully and then answer the following questions based on your understanding.

  1. Based on the differences discussed between needs and wants in Chapter-1, when companies that sell coffee and develop their marketing strategy, do you think they concentrate on satisfying their customers’ needs or wants? If yes how? What about a utility company, such as the Saudi Electricity company? A humanitarian agency, such as King Salman Humanitarian Aid and Relief Center? Critically examine. Chapter-1. (2.5 Marks) (Minimum 150 words)
  2. As an intern for Starbucks, you have been asked to develop a social media campaign for a new latte. The objective of the campaign is to increase awareness and trial of this new line. Use the listen-analyze-do framework discussed in Ch-3 to outline a new campaign.

Chapter-3 (2.5 Marks) (Minimum 150 words)

  1. You are planning to go for a Thursday night outing at a fine restaurant with your friends. When evaluating different alternatives, how you can differentiate between the universal set, the retrieval set, and the evoked set discussed in Chapter-6. From which set of alternatives point of view, most likely you would choose the restaurant? Explain.

Chapter-6 (2.5 Marks) (Minimum 150 words)

 

Important Notes: –

  • For each question, you need to answer not in less than 150 Words.
  • Support your answers with course material concepts, principles, and theories from the textbook and scholarly, peer-reviewed journal articles
  • Use APA style for writing references.

 

 

How might consumers behave differently in metaverses than in the offline world or previous generations of internet-based platforms? Provide a concrete example to illustrate each behavioral difference you identify.

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Advancement of technologies

Bolstered by the continuous advancement of technologies such as VR/AR/MR and blockchains, metaverses are anticipated to become a dominant Internet-based platform. The rise of the metaverses may impact marketing tactics and strategies of businesses of all sizes. (200words for each question)

  1. How might consumers behave differently in metaverses than in the offline world or previous generations of internet-based platforms (e.g., ‘traditional’ ecommerce websites, shopping apps)? Provide a concrete example to illustrate each behavioral difference you identify.
  2. What NEW marketing approaches might be possible in metaverses (but are not implementable in the offline world or using previous generations of online platforms)? Please provide a concrete example to illustrate each new approach you identify.

 

Considering the limit on funds available, which projects should be accepted? Using the NPV, which projects should be accepted, considering the limit on funds available?

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ASSIGNMENT

(Problem 10-41)

Grosvenor Industries has designated $1.2 million for capital investment expenditures during the upcoming year. Its cost of capital is 14 percent. Any unused funds will earn the cost of capital rate. The following investment opportunities along with their required investment and estimated net present values have been identified:

Project Net Investment NPV Project Net Investment NPV
A $200,000 $22,000 F $250,000.00 $30,000.00
B $275,000 $21,000 G $100,000.00 $7,000.00
C $150,000 $6,000 H $200,000.00 $18,000.00
D $190,000 -$19,000 I $210,000.00 $4,000.00
E $500,000 $40,000 J $250,000.00 $35,000.00

In your response, complete the following:

  • Rank the projects using the profitability index. Considering the limit on funds available, which projects should be accepted?
  • Using the NPV, which projects should be accepted, considering the limit on funds available?
  • If the available investment funds are reduced to only $1,000,000:
    • Does the list of accepted projects change from Part 2?
    • What is the opportunity cost of the eliminated $200,000?

 

What kind of research can you do for a marketing plan to assist in your decision-making process?

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Decision-making process

What kind of research can you do for a marketing plan to assist in your decision-making process?

 

 

Choose an example of a marketing campaign not specifically discussed in the textbook that targets a vulnerable population. Describe the marketing effort and the population targeted. Defend whether you believe marketing this product or products to the targeted population is ethically responsible.

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Hartman et al. (2021).

Advertising executive David Ogilvy, often called the father of modern marketing, once said: “Advertising is only evil when it advertises evil things. (Links to an external site.)”

To what extent do you concur? Review the discussion on marketing to vulnerable populations in Chapter 8 of Hartman et al. (2021). Is such marketing ethically responsible? Is it justifiable? Choose an example of a marketing campaign not specifically discussed in the textbook that targets a vulnerable population. Describe the marketing effort and the population targeted. Defend whether you believe marketing this product or products to the targeted population is ethically responsible.

 

What recommendations would you make for the business as a whole to overcome its weaknesses and threats and then capitalize on its strengths and opportunities?

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Operations Strategy at BYD of China, Electrifying the World’s Automotive Market

Read the Operations Strategy at BYD of China, Electrifying the World’s Automotive Market case study in your course text (p. 410). For your Group Discussion this week, do the following:

Post a 250- to 350-word response that addresses the following:

  • What recommendations would you make for the business as a whole to overcome its weaknesses and threats and then capitalize on its strengths and opportunities?

 

Define your product/company’s target market. Describe why a sponsorship with the organization is an good way to reach your target market. Identify 3 sponsorship objectives and label if these are direct or indirect objectives.

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Sports Marketing Class Activity

Instructions:

  • Pick a professional organization.
  • Define your product/company’s target market.
  • Describe why a sponsorship with the organization is an good way to reach your target market.
  • Identify 3 sponsorship objectives and label if these are direct or indirect objectives.

For this example – there is no budget set –remember, you will need to be able to spend money on other promotional mix strategies to promote your sponsorship. So with that being said, how much do you think you will spend on your sponsorship?

  • How will you tie your sponsorship element into your promotional mix?
  • What elements/assets will be included in your sponsorship?
  • How will you measure the success of your sponsorship?

Build a sponsorship element that will do the following

  • Build Awareness
  • Keep your competitors out of this space
  • Specifically, reach your target market
  • Build relationships with consumers, vendors, employees
  • Enhance your image
  • Increase sales

Assume that you decide not to buy a sports sponsorship for your product. Create an ambush marketing campaign around your chosen team.

  • What are the objectives of your campaign?
  • How will you activate your campaign?
  • Why would you pick this route over a sponsorship?

 

Provide a marketing plan report essay.

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Marketing plan report

The specific instructions and requirements for the Final Written Report include:
• Collegiate level writing is expected
• Incorporate all corrections suggested by your instructor
• Well organized and professionally formatted
• NO spelling mistakes, incorrect grammar usage, or punctuation errors
• Submit Final Report as ONE Word document to the assignment folder

Specific Component Instructions
• Cover Page
• Table of Contents
• Executive Summary/Introduction
• SMART Model Objectives
• Product/Service Description with Feature & Benefit chart
• SWOT Analysis with action plan
• Segmentation Analysis with action plan
• Supply Chain Plan
• Pricing Strategy (brief)
• IMC including:
o A Creative Brief for each distinct plan part
o Examples/Samples of content/artwork/images

This is the background information for my business plan

E-quatic is a new product in the energy drink industry. Our conceptual product will enter the market in the introductory stage of product life cycle. Using the Marketing Mix Strategy, we encountered several variables our team will have to consider to move forward with our marketing plan.

Product: No other product on the market has the potential to provide both energy and hydration. Our product differs from others because it is absent of any carbonation and sweeteners. This feature promotes hydration and recovery, while providing the consumer a desired level of energy. The lack of unwanted sugars will ensure users of our product will consume little to zero calories in every serving. Keeping this goal in mind our company will need to make sure the contents of E-quatic will be as close to water as possible. The team must also consider the overall production of the product in the most natural and environmentally sound manner. The production of the cans and aluminum bottles that will hold the product and will remain eco-friendly due to recycling of products and reuse of the bottles themselves.

Price: Pricing of this new product will need to be introduced to the public at market penetrating prices. This will allow potential customers to try our energy drink at lower price and provide our company feedback on how to improve the product. A recycling program will provide customers refunds or company credit on the returns of used materials that will be reused in the packaging process. That being said, costs of producing the beverage must be taken into account. Cost of a sweetener or energy additives will vary if changes are made to the beverage. The team must be able to make adjustments through use of natural products that will maintain a product that is all natural. The expense in producing aluminum bottles and cans, also, needs to be addressed to ensure in-house production will benefit or harm profits.

Place: Placement of this product is crucial to a successful launch of our product. Since our product is considered a shopping product, Business to business partnerships with gyms and grocers is needed to adequately promote pricing that benefits these retailers. This will require company representatives to be proactive in building relationships with these types of businesses to showcase how the benefits of our product exceed that of our competitors.

Promotion: Initial promotion of the product will be done through online and social media platforms. Establishment of a website for source information on is a must to educate potential customers on our product. We will also provide website information on the packaging so that anyone can access our information directing from their smartphone. Advertisements strategically placed on health and wellness websites, on social media, and at the storefront will be used to influence purchasing E-quatic. As momentum is gained, the team needs to consider maintaining contracts/agreements with gym facilities and advertisements need to run along-side workouts that are available on DVD or on a local health network, as well as contracts with local grocery stores. This will provide the potential user with ongoing product exposure and will help with sales.

Part 2:

Some considerations must be taken into account because E-quatic is in the introductory stage of the product life cycle. During the introduction stage of product development of our new product, there must be several items that we need to consider as we move forward toward the growth area. By evaluating what they have used and observing what worked and what did not during their implementation, we are able to possibly consider eliminating any strategies that did not work for them and consider implementing strategies that have. An emphasis on influencing our primary target market must be addressed. Advertisement to the Average Joes should encourage them to use our product is an important step to learn what the public thinks about our energy drink. Their buy-in to the product will, initially, either make our product a Problem Child or a Question Mark. If our energy drink does well in this market, we expect that this market segmentation will spill over into others. This will allow for an easier transition into the growth stage. Additionally, our company wants to draw consumers’ attention to the fact that our business is fully invested in the use of renewables and support of grass-roots conservation programs. These call-to-action efforts are intended to promote wellness for both people and communities. Lastly, the team needs to track consumer trends and buying behavior to ensure we are relevant in the situated market. We must make sure that we stand out as something slight

Identify the items of each of the four P’s as approached by Dunkin’ Donuts. How does Dunkin’ Donuts use its strategy to differentiate itself from its major competitors in the Coffee and Breakfast market?

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DISCUSSION QUESTION

Write a report on whatever you use to research and what you write in a different document because we will discuss it separately in class.

Write at least 5 references using the APA style.

NB:

  • Use simple language
  • Put the in-text quote in each.
  • Additions within the document.

2.2 Action Required:

Chapter Reading: Read Chapter 1 “Marketing Overview” from the text book – Dhruv Grewal & Michael Levy (2022) “Marketing” (8th ed.). McGraw-Hill Education.

Video link: Watch the following video.

Dunkin’ Donuts: Delivering on the Brand Promise

https://www.viddler.com/embed/718256fd

2.3 Test your knowledge :

Discussion Question #1: Identify the items of each of the four P’s as approached by Dunkin’ Donuts.

Discussion Question #2: How does Dunkin’ Donuts use its strategy to differentiate itself from its major competitors in the Coffee and Breakfast market?

2.2 Action Required:

“HR has to face new challenges every now and then, and it is certain that in this challenging environment the issues will never stop coming up. It is therefore crucial that properly designed HR techniques are applied and practiced to keep up with these challenges.”

2.3 Test your knowledge (Question)

What are the HR challenges facing organizations today?