Identify the major problems found in the case. Ensure that you distinguish between causes and symptoms.

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Mini case -Promotion

Choose one mini case from Chapters 11, 12, or 13 at the end of the text. Note that the video cases are not eligible for this assignment. You may use the mini case questions at the end of the chapter to guide your solution to the case. Note that the answers to these questions are not solutions to the case; they are simply intended to guide your thought process).

Formatting Guidelines (Single-spaced text, 12 point font, 1” margins all around. Case Analysis (not including any appendices and references) should not exceed 500 words (approximately 1.5 single-spaced pages). Use the Tools->Word Count option in MS -Word to count the number of words).

Each mini case solution must follow the following formatting guidelines:

Three sections consisting of 1) Problem Identification 2) Quantitative Reasoning and Analysis 3) Recommendations

Problem Identification

Identify the major problems found in the case. Ensure that you distinguish between causes and symptoms. Causes may include changing customer preferences, increased competition, etc. Symptoms include declining revenues, loss of brand equity, increased customer churn, etc.

Support your problem identification by relevant case facts along with the associated theory and concepts.

Quantitative Reasoning and Analysis

Conduct research to identify data (e.g., obtain data in the form of trends, statistics, ratings, etc. from the library and other sources) that can be utilized to provide additional insight into the case.

Draw appropriate conclusions based on the quantitative analysis of data, while recognizing the limits of this analysis.

Discussion and Recommendation

Identify and recommend a solution to the major problem in the case (there is likely to be more than one solution).

Briefly outline your solution and evaluate it in terms of its pros and cons.

Always ensure that your recommendations are supported by statistical evidence and provide spreadsheets as necessary.

Appendix and References

Critically analyse the impact of technology on data analytics and what this means for the strategic management of omnichannel marketing and supply chain processes.

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Omnichannel

Details of what you are expected to do:

1. Rationale
The rise and adoption of technology within business practices means that in order to meet the needs of changing consumers within a new purchase journey, organisations have had to adopt an omnichannel approach to processes and services. Technology and data analytics are now employed throughout the business and influence strategies from product development to final delivery. This is particularly relevant in a global trading environment where business practices are encouraged to be sustainable. Students should understand the significance of adopting Omnichannel strategies throughout business processes and services including marketing and supply chain management. By critiquing the omnichannel practices of a global company of their choice they will be able to demonstrate an understanding of omnichannel best practice and the strategic importance of this to a business. Students are free to choose any company they wish but their choice should be discussed and agreed with the tutor. When deciding, students should bear the following in mind:
1. The company must be global (i.e. have global stakeholders).
2. Size of company – any size company is fine (NB: a global company might also be a SME).
3. Industry – students should be guided by personal interest/knowledge.

2. The learning outcomes being assessed

The learning outcomes being assessed are learning outcomes 1-5:

1. Demonstrate a critical understanding of the omnichannel consumer and the evolving customer purchase journey, identifying how this impacts business strategy.

2. Critically analyse the impact of technology on data analytics and what this means for the strategic management of omnichannel marketing and supply chain processes.

3. Critically evaluate the rise in sustainable omnichannel strategies for global supply chain management.

4. Appreciate the need to manage businesses in an omnichannel manner for both business -to- business and business-to-consumer marketing and management, using technology as a key management tool for decision-making.

5. Apply the principles of omnichannel strategic business management in order to determine best practice for the design of a strategic omnichannel business strategy, using the appropriate academic theory.

3. Overview of assignment
Students are required to compile an individual business port folio (using the e-portfolio tool, Mahara) for a global business of their choice. The aim of the assignment is to evaluate how the chosen company has adapted its strategy and business processes to trade in a global omnichannel environment (i.e. how ‘omni’ are they?). The portfolio should be presented in a business report format, with sections addressing the following areas:

Executive Summary – students should include a succinct summary of the report at the beginning, giving specific yet concise details;

Clear Introduction to the company under consideration, including the platforms and trading formats that they engage with;

Macro Analysis – referring to relevant theory using appropriate references, the section should include technology trends, the changing consumer and consumer experience (including the purchase journey and omnichannel considerations);

Micro Analysis – linking practice to relevant theory using appropriate references, the section should include who the customers are (B2B and/or B2C), their competitors, and their trading formats:

Students should consider the company’s physical, online and mobile marketing and supply chain strategies.

Included in this section, where relevant, should be an evaluation of the company’s technology initiatives – employment of technology to aid processes (functional) and services (functional and fun) and the role of analytics. Students should embed this discussion within the sections, critiquing the benefits and pitfalls of using technology
as a business process and strategy. Students should review strategies in relation to
sustainability in a global context.

It is important to consider how all of the platforms come together as ‘touchpoints’ in the customer journey – appraise how well your company does this in terms of being where the customer wants them to be.

Conclusion & Recommendations – a clear conclusion, summing up the main findings and providing 2-3 suggestions of ‘best practice’ recommendations stating how close to best practice your company stands. Your assessment should be based on the discussion in previous section.

References – reference list provided in BU Harvard format

Appendix/Appendices – this should only be used for materials which support and add depth to the discussion and evidence what is already embedded in the main document (e.g. further explanation of a large report). Evidence within the portfolio can be secondary research that is either pictorial (e.g. screen shots, adverts), or written (e.g. articles from the news, company data). Students may also wish to conduct primary research where relevant e.g. store audits.

What went well regarding the PR response to the situation? What might you have recommended improving the response?

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UBER

Write an 800-word paper and respond to the questions at the end of your selected case study to form the basis for your response. (See PDF; pgs 2-6)

Address the following questions as well:

What went well regarding the PR response to the situation?
What might you have recommended improving the response?

Cite PR concepts from your text or other sources to support the points you are making. Book:
Seitel, F.P. (2017). The practice of public relations (13th ed.). Pearson
Cite 2 outside references with your paper.

What went well regarding the PR response to the situation? What might you have recommended improving the response?

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Uber Success Brings Uber Public Relations Problems

Write an 800-word paper and respond to the questions at the end of your selected case study to form the basis for your response. (See PDF; pgs 2-6)

Address the following questions as well: What went well regarding the PR response to the situation? What might you have recommended improving the response?

Cite PR concepts from your text or other sources to support the points you are making. Book: Seitel, F.P. (2017). The practice of public relations (13th ed.). Pearson Cite 2 outside references with your paper.

A single 30-second commercial on ABC is $100,000 and it can reach 100,000,000 individuals. What is the CPM for this commercial? What does the CPM mean?

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COM309

Assignment 12 Research Application

Instructions: To receive full credits of the following questions (except Q2), your responses should provide calculation processes.

The number of households or people tuned to a specific channel is 2,500. The total number of television households is 20,000. What is the audience rating in this example?

Provide a short description of three dimensions of copy testing research.

As a PR manager of the Company K, you are trying to promote your new phone and decide which newspaper might be a better deal between newspaper A and newspaper B. Newspaper A asked for $250,000 as the total promotion cost, and its circulation is 2,000,000. Newspaper B asked for $750,000 as the total promotion cost, and its circulation is 3,000,000. Considering CPM (the chapter the better), which one is the better option for the new phone campaign?

As a manager of the Company X, you are trying to decide which media channel you will use to promote a new product. You have two options: a) A major newspaper with expected reach 12% and average frequency 4, and b) A TV commercial right before a popular TV show that has expected reach of 25% and average frequency of 2. Considering the reach-frequency relationship (Gross Rating Points) while other factors (e.g. budget, media preference of target audience) are pretty much the same, which one is a more effective media channel to promote the new product?

A single 30-second commercial on ABC is $100,000 and it can reach 100,000,000 individuals. What is the CPM for this commercial? What does the CPM mean?

What do you now know about marketing that you didn’t before? What concepts covered in the course made the greatest impression on you? Why?

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Principles of marketing

You may wish to review your Written Assignment 1, in which you described your view of marketing at the beginning of the course.

Answer these questions:
1) What do you now know about marketing that you didn’t before? (For best results, identify specific course concepts that you learned.)

2) What concepts covered in the course made the greatest impression on you? Why? Note: consider this final essay to be an unofficial “post-test” of your new cumulative knowledge of the principles of marketing.

 

Does sustainability of brands affect consumers attitude towards fast fashion products?

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Sustainability of brands

RESEARCH QUESTION: Does sustainability of brands affect consumers attitude towards fast fashion products?

Discuss the concept/theory/model/idea and show why it is useful and important. Apply it to your own work and show how it is or may be relevant to you and/or your company.

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Marketing Management: Marketing Communication

Write an essay on Marketing Communication covered in the Marketing Management module. In your essay you will demonstrate what you’ve learned as well as apply it to a real-life situation and reflect on its usefulness and relevance.

First, discuss the concept/theory/model/idea and show why it is useful and important. Second, apply it to your own work and show how it is or may be relevant to you and/or your company.

Word count: 2500 Max. Ensure you declare the word count on the front of your submission. Work will only be marked up to the maximum number of words (plus or minus 10%).

View the entire video, then write a short 200 word essay explaining how this video illustrates at least 3 key marketing.

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key marketing concepts

https://www.viddler.com/embed/74096e5a

View the entire video, then write a short 200 word essay explaining how this video illustrates at least 3 key marketing concepts from Chapter 17. Bold type the two or three words that describe each of the three key marketing concepts that you are explaining.

As a part of this assignment you are required to support your paper with at least one CREDIBLE outside source which you can find by searching the college data bases, online resources, or business publications. Be sure to cite and reference these sources in proper APA format.

Remember that ALL written work must be completed in proper APA format. There are a number of APA resources listed on the home page of this course It is important that you become proficient in how to use APA.

Identify need and existing global market. Provide a logical discussion of 3 different research methods from the chapter readings the candidate theoretically used to determine that there is both a need as well as an existing global market for the products and/or services.

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Marketing Proposal – 2 products/services

A1a.    Identify need and existing global market. Provide a logical discussion of 3 different research methods from the chapter readings the candidate theoretically used to determine that there is both a need as well as an existing global market for the products and/or services. The product or service selected must theoretically generate a profit for the organization. Use the research methods (i.e. surveys, focus groups, etc.) in Chapters 5 & 6 of the Marketing text and the methods listed in Chapter 3 Section 5b of the Marketing Strategies text to select 3 different research methods to base your theoretical discussion on.

A1b.   Competitive Advantage. Provide a logical explanation of 1 competitive advantage to the company that will be attained by offering each new product and/or service to your global market. Be sure to name your competitor(s) and discuss your products/services in relation to a competitors product and/or service.

A1c.    Risks in Product/Service Launch. Provide a logical discussion of 2 inherent risk(s) associated with launching the new products and/or services in the country you selected and how to minimize these risks. State each risk, discuss why it is a risk for your company, and what action you can take to reduce each risk.

A2. Customer Relationship Management (CRM)  

CRM System. Name the customer relationship management software system you prescribe/recommend to track product and/or service inquiries and sales and provide a logical justification of why you selected the software. Discuss 4 or 5 major features or functions of the system and why you feel they are good aspects. You will need to conduct research and identify a real CRM software system to discuss in this section.

A2a.  CRM Practices. Explain how the information generated by the CRM software will be used to continue to drive CRM practices and track sales in your foreign country. Provide examples specific to your products and services.

A3. Distribution Channels

Distribution Channel. Name and discuss at least 1 distribution channel for the 2 new products and/or services in the country you selected. The distribution channel relates to how customers will obtain/buy the products/services you are selling in the country you selected. You must discuss exporting your products or services (or some aspect of your product/service) from the U.S. to the foreign country you selected to test market your products/services in.

A3a. Key Considerations. Name and analyze at least two key considerations for entering your global market (e.g. regional trade alliances, agreements, environmental forces, etc.). You must discuss these considerations in relation to your specific distribution channel.

A3b. Supply Chain. Describe your global supply chain and analyze how it may impact the product or service. The global supply chain relates to how you create/build/manufacture/package/ship the products/services to the country you selected. Once you have outlined your supply chain, discuss some break or significant disruption to that chain and the impact it would have for your business in your foreign country.

A4 . Pricing Strategy

Pricing Strategy. Name and discuss a major pricing strategy (e.g. cost plus pricing, competition-based pricing, break-even-based pricing, penetration-based pricing, premium pricing) aligned to your products and/or services’ position within the overall market strategy of your global marketplace. State the prices of your products/services.

A4a.   Costs. Identify and discuss costs associated with developing and launching the new products and/or services. Provide dollar figure examples / estimates of each of the costs you discuss.

A4b.    Consumer Acceptance. Evaluate and discuss consumer acceptance of the price set for the new products and/or services. Set a price for your products or services and discuss how your business theoretically gathered feedback from potential customers that the price would be accepted.

A4c.    Competitor Prices. Name a competitor for your products in your foreign country. Then evaluate and discuss your competitor(s) prices for similar products and/or services relative to yours. Provide dollar figure examples of prices.

A5.  Promotional Strategy.

Discuss the promotional strategy (e.g. – Push or Pull strategy) you will use to promote your products and/or services in your global market.

A5a.    Media Channels. Identify 2 mass media and 2 social media channels you would use to promote your new products and/or services in your global market. Be sure to verify that your selections are allowed in your selected foreign country.

A5ai.     Channel Justification. Provide a logical justification of why you selected those channels based on market segmentation.

A5b. Sales Promotion. Name and discuss 2 sales promotion activities (e.g. coupons, games, contests, sweepstakes) you would use to promote your new products and/or services in your global market.

Paper Format and References

Papers are typically 10-15 pages in length.
Papers should include 3-4 references and should include in-text citations.
Use section heading based on the sections listed above.
Do not just include a list of bullet point items. Write in complete sentences and paragraphs that explain, support and show application of the concepts.
The marketing plan should be in Microsoft Word or PDF format and written in essay format.