COMPETITOR ANALYSIS on Philip Morris USA
number of page: 3 – add charts & graphs to the appendixes
SWOT Table for at least 2 competitors -Text in the tables could be single spaced
State your “educated” opinion regarding “gaps” in the market and trends at industry level
ASSIGNMENT DETAILS & INSTRUCTIONS:
This assignment is to be read in conjunction with Surfdome Company Information in the Appendix.
This is an individual assessment where you are required to:
1. Conduct secondary research to thoroughly analyse and evaluate the Surfdome industry sector.
2. Identify and evaluate the strategic options for Surfdome
3. Formulate a strategic marketing plan justified by the findings of your research and analysis. The timescale for the strategic marketing plan is to be determined by you, depending on the issues/opportunities understood within the analysis.
4. Outline tactical (marketing mix) recommendations to deliver the strategic marketing plan, based on the issues and market opportunities you have identified within your research and analysis.
TASK: Apply your knowledge of the internal factors that influence consumer behaviour in the purchase of an environmentally-friendly car to inform Marketing recommendations
Electric vehicles (EVs) are set to become the new driving norm as reducing carbon emissions becomes a globally urgent requirement. Numerous car companies have developed hybrid cars, while Tesla surged ahead with a fully electric luxury car range. Since then, many new players have now entered the market and in Australia, Hyundai’s Kona is the first electric SUV in the country, and Ioniq is its sedan. Similarly, Nissan have developed Leaf and Renault has developed Zoe, although Toyota is choosing to pursue a hydrogen rather than electric car in Australia, the Mirai. With electric car sales highest in Victoria (www.budgetdirect.com.au (Links to an external site.)), and a growing acceptance across the nation, there is an opportunity for a non-Tesla brand to dominate. Knowledge about the internal factors that influence people when making purchasing decisions, and adopting sustainability practices, such as those learned in the study of Consumer Behaviour, should provide insight for the development of Marketing strategies to encourage the purchase and usage of EVs.
Note: you can do any EV brand but NOT TESLA!!
Your task
Select one company and one of its electric vehicle brands to be your ‘client’. As a marketing consultant, you have been commissioned by this company to develop marketing strategies which will accelerate the uptake of the company’s EV. To do so, you will apply your expert knowledge of consumer behaviour and internal influencing factors to explain how each factor might work in influencing the purchase decision of an EV. This analysis will inform the development of marketing strategies that you recommend the company adopts. Note that car sales or lease are viable outcomes for the company.
As for any business, it is important to first identify the segment most attractive for the company EV brand to target. Accordingly, you will need to:
You need to produce a well-articulated, succinct business-style report containing:
Your objective is to write a semi-structured extended essay following the conventions: theoretical support, example, and reflection.
Extended means between 400 and 500 words plus appendices PER ANSWER. As a rule of thumb, you can use up to 50 % of the space in Theoretical support and 25 % for example and reflection respectively
You are expected to provide references to complete your arguments. You can naturally refer to the textbook
Litterateur review plan
This chapter begins with exploring the process of students’ decision-making and examining the factors of both students’ choices of country destination and university. Secondly, looking into individual’s behaviour concepts such as social influences on behaviour, word-of-mouth communication and the role of external recruitment agencies influence it has on students. Also, included in this discussion are some considerations from the literature of student’s perceptions, and expectations. Fourthly, as this study seeks to develop theory in the framework of motivation, a summary of student’s motivations, experience and retention is included.
There are several studies confirms student choice is a complex process when deciding to enrol at a higher education institution (Briggs, 2006; Soutar and Turner, 2002; Szekeres, 2010, James-MacEachern and Yun, 2017)). The complexity is sought to be the nature of the intangible benefit, as it is high costs considered to be high risks, and hence it is comprehended as a high involvement process. Also, it is difficult to study one group of students or generalise a study, due to the student’s unpredictable behaviours subjective to various ethnicity, subcultural and norms.
The main themes are:
Decision making, perception, expectation and experience * and the goal is to discuss them to explore how they will have an effect on student’s satisfaction upon arrival after based on their decision making on both the city and the university.
* roles of external recruitment agents
Individual Assignment
Perform an in-depth interview with two respondents to get insights on a marketing research problem, and conduct an online focus group with at least four participants on the same marketing research problem.
Follow these four steps to complete this assignment.
Step 1: Develop a Marketing Research Problem
Develop a marketing research problem that interests you. This marketing research problem needs to be different from the marketing research problem for your group marketing research project. You can choose problems from your own experience, your work experience, or something else that interests you. Here are some examples:
How can Amazon improve its customers’ online shopping experience?
How can Walmart attract high-end customers to its stores?
What extra features should Ford incorporate in its new F-150 truck?
What would be the most effective way for your local bakery to promote itself for an upcoming special event?
It is very important to carefully formulate your marketing research problem! Note that you are not expected to solve the problem completely, but your task is to get some initial insights into some answers.
Step 2: Conduct Interviews
Conduct two in-depth interviews of about 15 minutes each with two different participants. You can interview them in person (face-to-face) or online. Each interview should have only one participant. You can conveniently select participants from your family, friends, colleagues, and so on. You do not have to report their names, but you should report how you selected them. Ask whether you can record the interview. If they do not want the interview to be recorded, make notes during the interview.
Prepare a list of topics or questions that you want to discuss. You can also bring stimuli if you think that will improve the results of the interview. Make sure you prepare open-ended questions and ask probing follow-up questions to get deeper insights.
Step 3: Conduct Focus Group
Conduct an online focus group with at least four participants. The focus group should last between 30 and 60 minutes. (Professional practice is that focus groups last between 60 and 90 minutes, but for the purpose of this assignment you can shorten this by half an hour.) Note that not all respondents may show up for the focus group, so it is wise to invite more than four respondents.
Prepare a list of topics or questions that you want to discuss with them. You can also show some stimuli to the participants through video (for example, if you want to discuss a specific product you can bring it to the online forum), if you think that will improve the results of the focus group. Make sure you prepare open-ended questions and ask probing follow-up questions to get deeper insights. The questions can be similar to those used in the in-depth interviews, but feel free to adapt them for the focus group based on the information obtained in the interviews.
There are multiple ways in which you can conduct and record an online focus group. You can use Zoom at Penn State to have a group conversation with multiple people at the same time and have the flexibility to record and archive the meeting to be shared and reviewed later. For more information on using Zoom, visit the Zoom at Penn State Website (Links to an external site.).
Step 4: Write a Report
Write a report of no more than three pages in which you provide the following information:
State the marketing research problem.
Describe how you selected the respondents for the interviews and focus groups.
Describe any difficulties you encountered in this process—for example, where respondents were willing to participate, whether they let you record the interviews, whether everybody showed up, and so on.
Describe the respondents briefly. For example, report their relation to you or the product (e.g., colleague, heavy user), gender, and age group (e.g., 30–40 years old).
Report whether you used any stimuli or provided them with specific information before or during the interview or focus group.
Summarize the outcomes of the interviews and the focus groups.
Comment on how the insights you obtained from the interviews and focus group differ.
Report the pros and cons of the different methods you used—for example, the time you invested, technical difficulties, difficulties in conducting the interview or focus group, reporting the results, and so on.
Picture It!
image of a gaming console controller and a soccer ball
Andrey Anoshkin / Hemera / Thinkstock
Nintendo wants to introduce a new version of its most popular game Wii Sports on its Wii video game console. Thus far, it has sold almost one hundred million games of this game. Nintendo would like to determine which sports to include in the new version. In the original game, Nintendo included five different sports: baseball, bowling, boxing, golf, and tennis. The company wants to add at least three additional sports to the new version of the game that were not included in other extensions of its Wii Sports game.
But which three sports should be added? Nintendo has some ideas, but wants to do some market research before proceeding. First, Nintendo plans to interview current customers to find out which sports they would like to add to Wii Sports. Second, Nintendo wants to survey a larger group of people. The company will present this group with a list of various sports, and people can select their three favorite sports.
Nintendo is struggling with several questions:
What is the population of interest? In other words, who will potentially buy the new Wii Sports? Are they current customers, does Nintendo want to attract new customers who own a Wii but do not play Wii Sports, or is the company also targeting potential new customers who do not yet own a Wii?
How will Nintendo select the respondents for its interviews and survey? Will the company just interview familiar customers, and will they randomly select people from their population of interest for the surveys? Or will Nintendo systematically select respondents by defining exactly how many respondents it needs in different age groups, split by gender and income?
How big should the sample size be for the interviews and the survey?
Assignment
Nintendo wants to introduce a new version of its most popular game Wii Sports on its Wii video game console. Thus far, it has sold almost one hundred million games of this game. Nintendo would like to determine which sports to include in the new version. In the original game, Nintendo included five different sports: baseball, bowling, boxing, golf, and tennis. The company wants to add at least three additional sports to the new version of the game that were not included in other extensions of its Wii Sports game.
But which three sports should be added? Nintendo has some ideas, but wants to do some market research before proceeding. First, Nintendo plans to interview current customers to find out which sports they would like to add to Wii Sports. Second, Nintendo wants to survey a larger group of people. The company will present this group with a list of various sports, and people can select their three favorite sports.
Can you make an educated guess about an appropriate sample size for the survey that Nintendo wants to conduct?
Approach your problem by going through the following steps:
Determine Z, the acceptable level of confidence.
Determine E, the acceptable amount of sampling error.
Determine σ, the population standard deviation.
Compute the sample size N.
Report your outcomes and the arguments of why you choose certain values in your discussion.
Note that as a marketing researcher, you sometimes get a lot of input from the client that you can use for your choices in Steps 1–3 above, but other clients may not provide this input and rely on your expertise as a marketing researcher. The Nintendo example is an example of a broad problem and Nintendo provides very little information that you can use. So you need to be creative! Find out what other studies use for the values of Z, E, and σ above. Provide the arguments for your choices.
Hint: This assignment is quite challenging. Nintendo is not asking one question, but instead it asks respondents to provide their three favorite sports from a larger list of potential sports. Nintendo’s ultimate goal is to know, with. a certain degree of certainty. which are the three most preferred sports. Think carefully about how you could measure the level of confidence and the population standard deviation here. There is not one correct answer.
The purpose of this assignment is to identify factors that must be considered when conducting global marketing campaigns.
For this assignment, imagine you work for a U.S.-based organization that sells household appliances and is considering opening stores internationally, starting with Brazil. You have been tasked with providing your recommendations in preparation for the expansion into Brazil. In 250-500 words, address the following:
Discuss how you would modify the personal selling approach based upon the Brazilian target market. Provide an example of the specific changes you would make and justify the changes.
Identify ethical and regulatory issues that should be considered when marketing in Brazil.
Identify cultural and social considerations you should take into account as part of your marketing planning efforts. Explain how these factors make the marketing presented to the Brazilian audience different from what is presented to U.S. consumers.
Prepare this assignment according to the guidelines found in the APA Style Guide,
After reviewing the elements of the Boston Consulting Group Matrix (BCG), select one of the following and describe it for your company: Stars, Cash Cows, Question Marks, and Dogs. Be sure to include evidence to support your description.
Use APA Format for all Project Assignments. Make sure all references are noted and citations used.
Essay Submission: 3000 Words
Learning Outcomes Assessed 1,2,3 and 4.
1.Critically understand the connectivity between marketing and consumption, customers & customer behaviour.
2.Assess and appraise customer behaviour theories and concepts from a critical perspective.
3.Apply this critical evaluation of customer behaviour theory to the creation of strategic and responsible marketing practice.
4) Critically investigate research evidence, theories and practice to evaluate change agents predicted to significantly influence the behaviours of customers and event participants in the future.
Your task is to write an essay that addresses the following question in 3000 words:
Evaluate the impact of the rising awareness of sustainable consumption on consumer behaviour in any country and one sector/industry of your choice. From your evaluation, draw conclusions and recommendations on how marketing to consumers will need to evolve in the future.
Please note, your choice of sector/industry can have products or services that are either considered sustainable or unsustainable or both. You must take a macroscopic view of the industry/sector (rather than being brand specific) and assess how consumer awareness of sustainable consumption influences their behaviour and how in turn this impacts marketing to them. While your assignment cannot be brand-specific, you can use examples from various brands in your narrative.
Your evaluation must include a critical appraisal of relevant theory to inform your arguments. Additionally, you must include evidence of relevant changing consumption behaviours and predictions from relevant experts and credible media sources.
What is this question asking you to do?
In this question you are being asked to evaluate how awareness of sustainable consumption is transforming the behaviour of consumers and consequently how marketing will need to adapt its interactions with its existing and prospective customers in the future. You should include an account of the chosen transforming/transformed behaviour. Focus on one only one sector/industry and one country.
Your paper must include a critical review of relevant academic theory and therefore must include a relevant theoretical framework/model to structure and present your analysis of consumer attitudes and behaviour. You should give a very brief explanation of the theory and then focus on critically applying and evaluating it.
We suggest you focus on the impact of this changing behaviour on a 5-10 year time period; however you may look further into the future if relevant to your selected industry/country.
To address this question you will need to review current evidence and ideas/future predictions from ‘experts’ and credible media sources in order to identify and frame your chosen influence. You will then need to evaluate the existing scholarship on your chosen issue, appraising it against the ‘future predictions’ evidence you have assimilated.
In your conclusion you must build on the argument presented in your paper (do not ignore it!) to evaluate how marketing will need to evolve, including specific examples of your chosen transforming/transformed behaviour. Additionally you must give recommendations to marketing practitioners on the adaptations to their thinking and practice that they will need to implement, this can be stated in your conclusion.
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