How have technology, natural, and cultural macro-environmental forces impacted Tesla? What can Zachary recommend in his report to adapt (a proactive approach) and hold off the competition with Tesla in the electric car market?

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Proactive Strategies in the Macroenvironment

Since Tesla started selling automobiles, Zachary, Tesla’s CMO (Chief Marketing Officer) has guided the brand to go further and faster than any other vehicle startup in history. He has created the image that Tesla is to cars what Apple has long been to consumer electronics, with the same kind of innovative products and cult brand following. With an ever-changing business environment, Zachary is being asked to create a report detailing a strategy to remain agile and ahead of the competition.

Questions:
1. How have technology, natural, and cultural macro-environmental forces impacted Tesla?

2. What can Zachary recommend in his report to adapt (a proactive approach) and hold off the competition with Tesla in the electric car market?

But how do markets also produce types of people? Explain with a paragraph about the endowment effect and the paper by Apicella et al. (2011). Then write a paragraph with an explanation based on your own experience.

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Market-based economies produce more people, literally.

(See here (https://core-econ.org/the-economy/book/text/02.html)).

But how do markets also produce types of people? Explain with a paragraph (150-200 words) about the endowment effect and the paper by Apicella et al. (2011). Then write a paragraph (150-200 words) with an explanation based on your own experience.

Analyze your entries in relation to the chapters covered in the course. Identify two to three common threads that relate to the course textbook. Write a 1000 – 1200-word blog post describing your service encounter.

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Service Blog

You will be required to post two service blogs outlining and analyzing service encounters. After each service encounter is described, the experience will be analyzed in relation to the course and textbook chapter concepts.

Each of us experiences service encounters including at restaurants, banks, airlines, phone and cable providers, on busses, at colleges, libraries, medical and dental offices, and more. These service encounters can be in person, online, by telephone, email, etc.

One of your service blogs should describe a service encounter that you found very satisfying, and the other service blog should describe a service encounter that was very dissatisfying.

For each of your two blogs choose different types of incidents (e.g., do not write about the same type of service business for both of your blog posts.) Also, do not address the same type of service issue in both blog entries.

Note the following requirements for each blog:

  • Analyze your entries in relation to the chapters covered in the course.
  • Identify two to three common threads that relate to the course textbook.
  • Write a 1000 – 1200-word blog post describing your service encounter.

Relate your encounter to textbook chapter concepts.

Include chapter page number references for the analysis.

Include commentary from at least two external research sources including at least one academic journal source (preferably peer reviewed.)

 

What recommendations would you make to the company going forward with regard to the levels of segmentation in Figure 2? Explain your answer and include any related risks/downsides associated with the recommendation.

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Karma Automotive

Q.1. (a) Review the segmentation approaches listed in Figure 1 and identify which segmentation approach(es) make the most sense for Karma and why. Use research/data to support your answer. (25 points)

Figure 1: Segmentation Approaches

  • Geographic segmentation
  • Psychographic segmentation
  • Demographic segmentation
  • Behavioral segmentation

(b) Using segmentation approaches listed in Figure 1, develop a customer profile for Karma Automotive’s vehicles. (25)

Q.2. (a) Which of the following levels of segmentation (see Figure 2) is Karma Automotive currently employing? Use research to justify your answer. (25 points)

Figure 2: Levels of Segmentation

  • Full Market Coverage – serving all segments with all the products they may need
  • Mass Marketing – selling one product to all segments
  • Single-Segment Specialization – focus on niche market
  • Multiple Segment Specialization – akin to differentiated marketing
  • Individual Marketing – micro or one-to one marketing

(b) What recommendations would you make to the company going forward with regard to the levels of segmentation in Figure 2? Explain your answer and include any related risks/downsides associated with the recommendation. (25 points)

Q.3. Identify and explain in detail the current product life cycle stage for electric vehicles (overall and not just luxury electric vehicles). Use research/data to support or justify your answer. (25 points)

In developing your answer, you must discuss what is happening to product, pricing, promotion, and place/distribution (at the industry level) in the stage you identified. For instance, in the introduction stage, there are not many variations of the product. Similarly, you must discuss the state of competition and consumer adoption trends that are likely to be associated with the PLC stage you identified.

Q.4. Which factors listed in Figure 3 below are likely to help accelerate, and which are likely to hinder, adoption of Karma’s vehicles? Explain your rationale. Use research to support your answer. (25 points)

Figure 3: Innovation Characteristics

  • Relative advantage
  • Compatibility
  • Complexity
  • Divisibility/Trialability
  • Communicability

 

Write using the outline (p. 11) and submit case briefs for Apple case and to be prepared for class meetings.

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Apple Case#2

Apple Case brief should be no longer than 3 pages and use the following outline specified in the syllabus (p. 11) attached
– Issue identification
– Situation analysis
– Development of reasonable alternatives
– Recommendation

Criteria for grading the briefs
1. The quality of the analysis – were the right questions asked?
2. The feasibility of the conclusions or recommendations – did they follow from the analysis?
3. Evidence of mastery of the frameworks, concepts and methods developed during the course, and
4. The effectiveness of the written and verbal presentation of the brief.

Each student is required to write using the outline (p. 11) and submit case briefs for Apple case and to be prepared for class meetings. Examples of case briefs are provided in the same location (Case Briefs  Case brief examples).

Case briefs should be 3 pages maximum (12 point font, double space, appendices or figures can be on extra pages) using the following outline.
• Issue identification (what is currently affecting the company that requires specific courses of action?)
• Situation analysis (analyzing internal/external/customer factors surrounding the issue(s))
• Development of reasonable alternatives (e.g., what options do you think the company could have?)
• Recommendation (e.g., among the options, which would you recommend?)

Grading rubrics for case briefs
1. Identification of issues – clearly identified the main issues in the case for analysis and solutions.
2. The quality of the analysis – were the right questions asked with analysis factors surrounding the issues?
3. The feasibility of the conclusions or recommendations – did they follow from the analysis?

Write an essay analyzing the impact of social media marketing on the Purchase Decision of the customers in the fashion industry.

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Social media marketing

Write an essay analyzing the impact of social media marketing on the Purchase Decision of the customers in the fashion industry.

What type(s) of marketing research do you think will work best to get you the information you need to make informed decisions? How will you evaluate whether the research is providing you with the results you need? Will you conduct the research yourself, or hire an outside firm? Explain why.

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Brand Extension Marketing Plan

1.0 Executive Summary

In 4 – 6 paragraphs, summarize your Brand Extension Marketing Plan. Be sure to include:

Product
Benefits
Target markets
Customer needs
Value proposition
How you would market on a national and global level
Show an understanding of other cultures, global relationships, and global dynamics in the marketplace

3.4 Positioning (refer to your Kotler text for definition of terms in this section)

Describe how your product/service meets the need(s) of your target market segments.
Describe how you are different from your key competition.
What is the most distinguishing feature of your new product?

3.5 Marketing Mix

Product

What makes your product different from the competition?
What gives your product more value than the competition?

Price

What price will you charge and how will you determine what price to charge for your product?
How will you determine what your product is worth?
How will your pricing strategy set you apart from your competition?

Place

How do you plan to distribute your product?
Do you have alternative delivery methods in mind? If so, describe in detail.
Will you take responsibility for distribution, or will you rely on an outside firm? How will you decide?

Promotion

What kind of promotional tools will you use? Describe in detail.
How will you determine what promotional tactics will work best?
With a limited promotional budget, how do you plan to gain market share?
How will you go about evaluating the results of your promotional campaign?

3.6 Marketing Research (refer back to Chapter 4 of your Kotler and Keller text for help with this section).

What type(s) of marketing research do you think will work best to get you the information you need to make informed decisions?
How will you evaluate whether the research is providing you with the results you need?
Will you conduct the research yourself, or hire an outside firm? Explain why.

Note: Do not forget that you need research to determine if you reached your Objectives in 3.2.

4.0 FINANCIALS

TIP: Refer to your sample marketing plan at the end of Chapter 2.

4.1 Break-Even Analysis

Explain when you will break-even.
Include a break-even table/chart.
Explain the break-even table/chart.

4.2 Sales Forecast

Include your sales forecast for the first year by month.
For the second and third years, include your forecasts by quarter.
Identify the risks you face.
Identify the most important components of sales performance.
Keep your chart(s) relatively simple and reduce the total number of categories so that your investors can quickly discern the information.

4.3 Expense Forecast

List your expenses for the following items for the next 3 years:

Website
Advertising
Printed Material
Development of retail channel
Other (list)

5.0 Controls

How will you monitor expenses/revenue?
Identify what methods/reports and how often.
How will you assess marketing effectiveness?
How will you assess changes in the market environment?

5.2 Marketing Organization

Roles and Relationships in Your Marketing Functions (who will be responsible and who will implement this Brand Extension Marketing Plan?).

5.3 Contingency Planning

Identify risks
How you will monitor risks
How you will adapt to adversity

Assume the role of the lead marketer of a struggling product. Provide a detailed analysis of the product or service failure; and present a step-by-step description of how these product failures could be avoided.

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Question 1.
In their personal lives, people routinely purchase goods or services. At times, they “need” or “want” something new; or it is time to replace/replenish an existing product. Whether they need to purchase groceries, buy gas for the car, or stretch a bit to get that exciting new toy, their investment in “goods” is ongoing. Similarly, they utilize the services that companies provide to enrich, replenish, fulfill, maintain, or enhance their lives. Describe how a marketer could develop differing marketing strategies to target your personal use of goods or services. Provide a real-world example of a marketer who does this. Include links to relevant marketing pieces to illustrate your example. In replies to peers, discuss the effectiveness of marketers in targeting to personal use in the examples provided.

Question 2:
Sometimes a new product or service endeavor fizzles in the marketplace. Looking back, it seemed like a “good idea” at the time; however, it is evident that the promising new product or service is now headed toward obsolescence. Assume the role of the lead marketer of a struggling (or failed) product. Provide a detailed analysis of the product or service failure; and present a step-by-step description of how these (and future) product failures could be avoided. Include links to relevant marketing materials to illustrate your ideas. In replies to peers, discuss whether you agree or disagree with the analysis provided by your peers and explain why.

Where are they located? How long have they been in business? What are their target markets? What are the unique selling points? What are the strengths and weaknesses?

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Social media marketing plan

You will prepare a social media marketing plan for an AAC Company that is working on introducing a healthy drink called Blendo to college students.

In the Executive Summary, you need to address these areas:

  • Product introduction (Blendo healthy drink)
  • Vision statement
  • Value proposition
  • Positioning statement

Marketing Situation:

The background information you gathered to prepare your marketing plan. In this section, it is essential to gather the right details for a successful plan or campaign. The following areas need to be covered:

  • Industry analysis (description of the industry – healthy beverages )
  • Identify your customers – ideal clients.
  • What is their demographic profile?
  • What are their values, interest, choices?
  • How do they like to do business (online, face to face, etc.)?
  • Where are they located?
  • Why would this person buy your product or service?

Competitive analysis (your competition):

  • Where are they located?
  • How long have they been in business?
  • What are their target markets?
  • What are the unique selling points?
  • What are the strengths and weaknesses?

Analyze your business:

  • SWOT analysis
  • Define your difference: USP – what is your unique selling point?
  • What is your elevator pitch?
  • What is your customer journey? (AIDA analysis)
  • Buyer Persona (who should be targeted in your plan

Social Media Strategy:

In this section, you need to outline your action plan. This is your strategic vision.

  • Marketing budget
  • Marketing team
  • Pricing strategy
  • Public Relations strategy
  • Social media strategy
  • Advertising strategy
  • Content Strategy Creation
  • After-sale strategy
  • Monitoring and measuring strategy

Conclusion:

  • What would a successful campaign look like for your product?

 

What are the objectives/goals of the social media strategy of this company/organization? What is the target market?

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Social media marketing strategy

Your analysis should cover the following topics:

STEP 1: (10 points)

A description of the company/organization.

What are the objectives/goals of the social media strategy of this company/organization?

A detailed description of the brand/product or activity. What is the target market?

STEP 2: (15 points) Overview of social media activity across different social media platforms (at least 3 platforms).

Company Reach (number of followers, group members, view counts, etc)

Company Posts (how often the company post on social media) Feedback (number of comments, likes, replies)

Average Response Time (response time to user comments)

Sentiment Analysis (number of positive, neutral, and negative mentions on each social media platforms)

Your final paper should include figures, exhibits, screenshots, and/or links.

You must include a bibliography, and cite your sources according to a standard format.