Marketing Fundamental Report Sample

Brief-

The third assessment task requires the submission of TWO (2) items (i.e., one Word file)

You are to write and make a presentation on marketing objectives, marketing strategy, social responsibility, ethics, and legal issues for the new product chosen in the second assessment task.

The written component should be 1500 words maximum excluding the title page and reference list. The presentation component will be in PowerPoint format with recorded voice-over, limited to 6 slides (including title slide and references slide) and no longer than 5 minutes in duration.

Assume that the new product selected in the second assessment task is viable for market entry into Australia. The decision has now been made by senior management to launch this new product into Australia sometime in 2023 or 2024.

Your task is to prepare marketing objectives, marketing strategy and examine social responsibility, ethical and legal issues when marketing your new product in Australia.

You will need to address the following criteria:

Propose and justify three (3) marketing objectives you think are achievable within the first six months of product launch (e.g., sales targets, product awareness, customer retention and satisfaction, brand management); Justify market segments for one (1) primary targeted customer and outline your intended positioning; Propose and justify marketing strategy for two (2) of the 4Ps; and Examine one (1) social responsibility, one (1) ethical, and one (1) legal issue when marketing your new product in Australia.
Instructions

This is an individual assessment (no groups).

Whilst developing your written component and presentation component, it is expected that you share ideas and insights on the Moodle forums.
Submit both your written component and presentation component online through the Assessment tile on the unit Moodle site.

Your written component should contain the following:

A single Word document (no PDF), including a title page, that addresses each of the 4 criteria listed above plus a reference list, using APA referencing style.
Use in-text of at least ten (10) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.

Use size 12 font with 1.5 line-spacing in this Word document.

A summary only of key information in your written Word document.
The format will be PowerPoint with recorded voice-over (no word limit) but limited to a maximum 6 slides (including title slide and references slide) and be no longer than a maximum 5 minutes in duration.

Skills

The written component consisting of the marketing objectives, marketing strategy, social responsibility, ethics and legal issues are all integral elements of a marketing plan. Using PowerPoint with recorded voice-over enhances professionalism and helps keep the viewer's focus during presentations.
This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.

Solution

Introduction

Our firm will have the wonderful chance to introduce the TOM Electric Foldable Scooter to the Australian market. For Assignment Help, The marketing goals, strategy, market segmentation, and ethical, legal, and social responsibility factors for the effective introduction of our product into Australia are described in this marketing plan.

Marketing Objectives

1. Achieve 10,000 Units in Sales within Six Months

Justification: The team showed our dedication to market penetration by setting a sales goal of 10,000 units during the first six months. Based on market study, demand analysis, and competitor sales in the Australian electric scooter industry, this aim represents a credible projection.

2. Attain 30% Brand Awareness among Urban Commuters

Justification: Increasing brand recognition is essential to the success of our product. As a key market group, metropolitan commuters are a target audience for management (Kubiczek, and Hadasik, 2021). In the first six months, TOM will become a recognizable and dependable brand in the electric scooter market by achieving a 30% brand recognition rate.

3. Maintain a Customer Satisfaction Rate of 90% or Higher

Justification: For brand loyalty and effective word-of-mouth marketing, customer pleasure is crucial. In order to maintain a customer satisfaction score of 90% or more, management pledges to provide great customer service and product quality. The long-term brand management plan is consistent with this goal.
Market Segmentation and Positioning

Target Customer: Urban Commuters

In Australia, the major and most profitable market sector for TOM Electric Foldable Scooters is urban commuters. Numerous compelling arguments support this decision. Rapid population expansion is causing significant traffic congestion and environmental issues in Australia's largest cities, including Sydney, Melbourne, and Brisbane. Urban commuters in these places are actively looking for practical and environmentally sustainable transit options to address these problems.

Rising Urbanization: Major metropolitan regions are home to a sizeable section of the population of Australia, where the pace of urbanization is steadily rising (Paepcke-Hjeltnessand et al., 2023). This demographic transition has increased everyday commuting, opening up a sizable market for practical and effective transportation options.

Environmental Awareness: Urban Australians, in particular, have demonstrated an increasing awareness of environmental sustainability. They look for transportation solutions that help the environment by lowering their carbon impact. People who travel in cities are more inclined to use environmentally friendly options like electric scooters.

Traffic Congestion: Australia's major cities frequently experience traffic congestion, which prolongs and aggravates regular journeys (Weber, 2023). Electric scooters are an enticing alternative for urban commuters who are actively looking for mobility solutions that will assist them in smoothly navigating through congested streets.

Positioning: TOM Electric Scooter as the Ultimate Urban Mobility Solution

Management will promote TOM Electric Scooter as the best urban mobility option in Australia in order to successfully grab the urban commuter market. The following salient characteristics of the product support this positioning:

Foldable Design: Urban commuters will find the folding TOM Electric Scooter to be quite portable and practical. It is simple to travel on public transit, store in compact areas, and utilize for the final mile of a journey (Corno et al., 2019).

Long Battery Life: Our scooter's long battery life allows it to go long distances on a single charge, providing it a dependable means of transportation for regular commutes without the need for constant recharging.

Eco-friendliness: Because it uses clean electric power and produces no emissions, the TOM Electric Scooter helps to reduce air pollution. Urban commuters in Australia who respect sustainability will find this to be a wonderful fit.

Convenience and Efficiency: Urban commuters may avoid traffic jams, shorten travel times, and reach their destinations faster with the help of our scooter, all while reducing their impact on the environment.

Marketing Strategy

Product: Product Customization and Features Enhancement

A specific product strategy is required to enable the successful launch of TOM Electric Foldable Scooter in the Australian market (Khateeb et al., 2019). The most important thing is to adapt our electric scooter to the unique requirements of the Australian market. Incorporating elements that appeal to Australian consumers and set our product apart from rivals is part of this.

Durable All-Weather Design: From sweltering summers to soggy winters, Australia has a variety of weather patterns. We will have an all-weather, tough design on our electric scooter to solve this. This makes sure that motorcyclists may use our equipment with assurance all year long, regardless of changes in the weather. The Australian market places a high emphasis on dependability, and this feature will position our product as a reliable option.

Longer Battery Life: Australian cities frequently have vast metropolitan environments, which forces many urban commuters to have lengthier journeys (Anderson, and Anderson, 2019) . The management of our scooter will improve the battery life so that it can travel farther on a single charge in order to meet this demand. This upgrade guarantees that customers may finish their daily excursions without having to stop and recharge frequently, making our scooter a useful option for Australians.

Enhanced Safety Features: For Australian customers, safety comes first. Management will add additional safety features to our product to boost consumer confidence, including stronger braking systems, LED lighting for increased visibility, and a sturdy frame design. These improvements to safety emphasize our dedication to rider safety and are in line with Australian rules and consumer expectations.

Promotion: Influencer Marketing and Social Media Advertising

Management will put into action a comprehensive marketing plan focusing on social media advertising and influencer marketing in order to effectively sell TOM Electric.

Foldable Scooters in Australia and create brand recognition among our target demographic of urban commuters.

Influencer Marketing: It will be crucial to collaborate with local Australian influencers who appeal to urban commuter consumers and share our ideals (Lee, 2021) These influencers may recommend our product to their audience by sharing their own experiences with it and highlighting its advantages. This strategy not only reaches our target audience but also strengthens the authority of our business because customers frequently believe the advice of influencers they pay attention to.

Social Media Advertising: Our ability to connect with more urban commuters will increase as a result of leveraging well-known social media sites like Instagram, Facebook, and Twitter. In order to showcase the practicality, environmental friendliness, and cutting-edge characteristics of our electric scooter, management will provide interesting and aesthetically pleasing material. With the use of social media advertising, we will be able to target particular geographic and demographic groups, making sure that people who will be most interested in our goods see our message (Lockton, and Harrison, 2019)..
Ethical, Legal, and Social Responsibility Considerations

Social Responsibility: Sustainability and Environmental Impact

Australia has been a world leader in efforts to save the environment and promote sustainability. As a result, it is morally necessary and not merely a strategic decision to align our electric scooters with these ideals. Our dedication to social responsibility in this respect includes several essential components:
Eco-Friendly Materials: When building our electric scooters, management will find and use environmentally friendly materials (Jovicic, 2020). This includes utilizing recyclable and sustainable materials for parts and packaging. Management helps create a cleaner, more sustainable world by minimizing our production-related environmental impact.

Recycling Programs: For our electric scooters, management will conduct thorough recycling procedures. This entails planning the recyclability of our products as well as offering information to clients on correct disposal and recycling practices. Thus, management may actively contribute to the circular economy and lessen the effects of electronic waste.

Responsible Usage and Disposal: Management will encourage consumers to use and dispose of our scooters responsibly. This involves educating riders on environmentally responsible riding habits, promoting shared transportation to cut down on the overall number of cars on the road, and providing incentives for users to return used scooters for recycling or refurbishing.

Ethical: Data Privacy and Security

Building confidence with our consumers requires upholding the highest ethical standards for data privacy and security (Kotler, 2019). These actions are justifiable based on the following:

Robust Data Protection Measures: In order to secure consumer information, management uses cutting-edge data protection technologies and procedures. For the purpose of preventing data breaches and illegal access, this also includes encryption, access controls, and routine security assessments.
Informed Consent: An unbreakable ethical rule is to obtain informed consent before collecting or using any data. Customers will be informed of our data-gathering policies clearly and concisely by management, who will also give them a chance to opt-out if they so choose.

Transparent Communication: Management shall communicate our data processing methods clearly and openly (Kubiczek, and Hadasik, 2021). This includes a thorough privacy policy that details the data that is gathered, its intended uses, as well as how it will be handled and safeguarded. In addition, management will alert customers right away in the case of a data breach, illustrating our dedication to openness and responsibility.

Legal: Compliance with Safety Regulations

The safety of our consumers and avoiding any legal problems depend on us complying with safety requirements, which is not only a legal necessity but also a crucial component. Several factors support this commitment, including:

Thorough Safety Testing: Management will carry out extensive safety testing on our electric scooters prior to their release in Australia to make sure they adhere to or surpass all necessary safety regulations (Paepcke-Hjeltnessand et al., 2023). This involves checking vehicle stability, brake effectiveness, and electrical safety.
Regulatory Compliance: Management shall carefully abide by all applicable safety laws and guidelines established by Australian authorities. This involves adhering to the specifications for labeling, the certification procedures, and continual inspection for any updates or modifications to the safety rules.
Product Liability Insurance: Management will keep product liability insurance coverage in order to reduce litigation risks. In the case of product-related mishaps or claims, this insurance will offer financial protection, guaranteeing that our clients are fairly paid (Weber, 2023).

The findings clearly defined marketing goals, a focused marketing approach, and a dedication to ethical, legal, and social responsibility issues will all be important factors in the successful introduction of TOM Electric Foldable Scooter in Australia. Management wants to promote our brand as a reliable and sustainable option in the electric scooter industry by concentrating on the requirements of urban commuters and aligning with Australian values.

References

MK400 Agribusiness Marketing Report 3 Sample

Marketing - Report

The assessment three has two components – The final marketing plan and a presentation.

Assessment 3a: Defend your Marketing Plan

Task: Complete all the components of a marketing plan You are required to complete all the components of a marketing plan and defend your marketing plan during the class session.

Assessment 3b: Completion of your Marketing Plan

Task: Complete all the components of a marketing plan

You are required to finalise your marketing plan by completing the components 7-9 highlighted and present your completed marketing plan.

7. Set your goals and objectives

Once there is clarity surrounding the business and its positioning, goals can be established. First, think long-term and specify the main business goals, e.g. size of the agribusiness, expansion plans or profit figures. Then, develop immediate objectives, e.g., whether it's to establish the business in the market or to increase sales or customers.

8. Outline marketing strategies

Once goals and objectives have been specified, analyse short-term business objectives and identify the marketing activity, process or price that will help achieve the marketing objectives. Your marketing strategy could include;

• Product/Service strategy
• Pricing strategy
• Position (place) strategy
• Promotion strategy
• People strategy
• Process strategy

When choosing marketing activities, choose activities that suit the agribusiness business and targeted customers. For example, newspaper advertising is not advisable if the target market is primarily young adults who probably never read a newspaper but use social media as their primary source of information about products and services.

It is often helpful to choose multiple media that complement each other, to help with messaging. For example, advertising on local radio, as well as setting up social media channels and introducing a low-cost pricing strategy for first-time buyers might work well together. When used together, these strategies start to complement each other and reach a broader market.

9. Set the marketing budget

Knowing how much is available to spend on marketing and how to spend it is critical to the success of a business. A marketing budget focuses marketing activities on those with the highest likely returns.

When developing the marketing budget, ensure that it focuses on the requirements of current marketing goals. Advertising and promotion can be expensive. Make sure to pick options that will give you the best ‘bang for buck’, while still reaching target customers.

Your final marketing plan should be structured as follows:

• Title page
• Executive summary
• The business
• The market
• The customers
• The industry
• The target market
• The competition
• Marketing objectives
• Marketing strategy
• Marketing budget
• Supporting documents

Solution

Introduction to the Business

Company Background

The company, Barry Callebaut Group, headquartered in Zurich, Switzerland, is seen to be one of the world’s largest manufacturers of high-quality cocoa products and chocolate. The company is seen to be a vertically integrated company with a strong market positioning (Barry-callebaut.com, 2023). For Assignment Help, The organisation is seen to be specialising in three different product segments such as: “Food manufacturers Products”, “Gourmet & Specialties Products (Beverage Business included)”, and “Cocoa Products” (Barry-callebaut.com, 2023). The image below represents the organisational segmentation of the company at present.

Figure 1: The Organisational Structure of the Company
(Source: Barry callebaut.com, 2023)

Furthermore, the successful expansion of the company to Campbellfield, Australia, is highly commendable as well.

Product and Business Portfolio

The products that are sold by the company at present are pretty diverse and include cocoa powder, chocolate drinks, dairy and non-dairy products and the newly launched 100% plant based products, Callebaut NXT (Barry callebaut.com, 2022). The annual revenue of the company has somewhat been stable as well over the past few years and has shown growth in the market. The revenue of the company in the period 2020/2021 has been 7,207.6 million Swiss Francs (Statista.com, 2022). The image below is a graphical representation of the same.

Figure 2: The annual revenue of the company
(Source: Statista.com, 2022)

At present, the company is seeking out new paths to achieve strategic growth through expansion into the Malaysian market. As per the recent article published by Maersk, a famous logistics company, it has been seen that Barry Callebaut, with the help of Maersk, is opting to increase the current landside and ocean logistics to increase its reach in the international market (Maersk.com, 2023). The plan of the company is to develop a “Built to Suit” cocoa bean dispatching and warehousing facility in Malaysia.

Mission, Vision and Objectives

Mission Statement of the Company

There is no such separate mission statement of the company but the areas that help in representing the values of the company. The website of the company has helped in pointing out the fact that the customer focus and passion for cocoa and chocolate helps in the growth of the business (Barry callebaut.com, 2023). Also, the company has been seen to be focusing mainly on four strategies of cost leadership, sustainability, innovation and expansion as well (Barry callebaut.com, 2023).

Vision Statement of the Company

The vision statement of the company is seen to be encompassing the fact that they are the heart and engine of the cocoa and the chocolate industry in the country (Barry callebaut.com, 2023).

The image below has helped in depicting the link between the company values, vision and strategy which collectively promotes the smart growth strategy.

Figure 3: The Smart Growth Strategy
(Source: Barry callebaut.com, 2023)

Objectives

- To focus on the launch of organic chocolate products in Malaysia.

- To generate market awareness about the existing and the new product line of the company in the new market.

Market and Industry Analysis

SWOT analysis of Barry Callebaut

Table 1: SWOT analysis based on Barry Callebaut
(Source: Created by the learner)

- Barry Callebaut has been considered as the major cocoa and chocolate item manufacturer (Barry callebaut.com, 2023).

- Offering high quality based products to their customers.

- In the year 2022, the sales volume of Barry Callebaut has increased almost 5.3% (Barry callebaut.com, 2023).

- In every fiscal year almost 2,306,681 tonnes of product has been manufactured by the business (Barry-callebaut.com, 2023).

- The sales capacity of organic chocolate has increased almost 4.5% (Barry callebaut.com, 2023).

- Limited brand awareness regarding the business in the developing nations (Yahoo.com, 2023).

- Decreased availability of the integrated logistics solutions.

- Limited existence of growth related to the market share (Yahoo.com, 2023).

- Barry Callebaut has shifted their focus towards reinvesting their business profit almost 39% which is affecting the business growth (Yahoo.com, 2023).
Opportunities Threats

- The adequate involvement of technological innovation within the Research and Development (R&D) process (Barry callebaut.com, 2023).

- Increasing focus towards developing strategies for creating international expansion.

- Ensuring the existence of sustainability within the different categories of food items has the capability to assure better organisational growth (Barry callebaut.com, 2023).

- Decreased focus towards managing uncertainty has the capacity to restrict the business growth (Barry-callebaut.com, 2022).

- High competition within the existing business market.

- Lack of existence of talent management capabilities (Barry-callebaut.com, 2022).

Based on the detailed evaluation of the above table it has been accomplished that the adequate offering of the high quality based product has been considered as the major strengths that have existed which played an important role in improving the total sales growth of Barry Callebaut. On the other hand, the involvement of technological innovation within the R&D process and the involvement of sustainability within the business has the capability to attract more opportunities for the mentioned business. However, the existence of huge competition within the international market and the lack of existence of strategies related to the uncertainty avoidance has been creating an intense threat for Barry Callebaut.

A Critical Industry Analysis

In recent times the UK has been considered as one of the major chocolate markets all across Europe and the mentioned place has been considered as the seventh highest market that consumed chocolate from all across the globe (Cbi.eu, 2022). Additionally, while going through the report by Cbi.eu (2022), it has been accomplished that in the year 2021 almost 164 thousand tonnes of chocolate has been exported by the UK and in Ireland has been considered as the largest chocolate importer which imported almost 23% of the chocolate products from the UK.

Figure 4: Total export of chocolate products by the UK
(Source: Cbi.eu, 2022)

While going through a report by Ibisworld.com (2023), it has been explored that the market size of the chocolate production sector has increased almost 4.4% in 2022 and it has also been expected to grow in a significant manner. Thus, it has been determined that through the detailed analysis of the collected numbers it has the capability to attract better scope of competitive advantages for supporting the business growth of the chocolate market from the UK. Furthermore, based on the evaluation of the below image it has been determined that in the UK the total sales turnover of the chocolate manufacturing industry has increased almost £4583 million which shows a significant growth of the industry within the mentioned country (Statista.com, 2022). Therefore, it has been accomplished that a huge scope of growth has been existed regarding the targeted industry within the competitive market environment from the UK.

Figure 5: Growth of the total sales turnover of the chocolate and cocoa industry in the UK from 2008 to 2021
(Source: Statista.com, 2022)

Competitor Analysis

Identification of the USP of the product

The USP of the chocolate that has been considered for the study involves the fact that it is dairy-free. As per the information provided by the official website of the company, the following has been outlined as the USP:

- No traces of dairy products.
- Made of 100% plant-based ingredients (Callebaut.com, 2022).
- Is vegan.
- Has high nutrient content.

Competitor Analysis

The main competitors of the products in Malaysia are Benns Calinan, Signature Market, Nomo Large Vegan Dark Chocolate Bar and Krakakoa (Myweekendplan.asia, 2022). The 4P analysis of the competitors has been presented in the table below:

Table 2: The Marketing mix (4P) of the competing products in the Malaysian market
(Source: Created by the Author)

The Target Market

Identification and evaluation of the market segments and customer profiles

Market segment

Table 3: Market segmentation of Barry Callebaut’s NXT organic chocolate
(Source: Created by the learner)

Customer profile

Table 4: The customer profile to launch organic chocolates in Malaysia
(Source: Created by the learner)

Considering the above figure, all the details of decision making have resulted in the identification of psychological perspectives towards the choice of organic chocolates by Barry Callebaut. Therefore, considering the table above, 10-16 years and 17-24 years should be the target market for the launch of organic chocolates called Callebaut NXT. Thus the elaboration of the consumer person could be feasible, which has been illustrated below.

Table 5: Consumer Persona
(Source: Created by the learner)

Critical analysis of the target market

The target market of Malaysia has an intense popularity towards the milk based chocolate and moulded solid compound chocolate among the people. While going through a report by Globaldata.com (2022), it has been explored that the market value of the chocolate manufacturing industry has increased almost $335.2 million which has grown almost 3%. Thus, it has been understood that a significant growth has been observed within the target market which has the ability to attract better growth of Barry Callebaut. Additionally, market penetration and diversification required to be considered by the mentioned company for maintaining sustainable growth of the business within the Malaysian market.

Figure 6: Ansoff matrix for highlighting the market position of Barry Callebaut
(Source: Created by the Learner)

The setting of Goals and Budget

Barry Callebaut's market expansion in Malaysia for organic chocolate, which is Callebaut NXT, must be embedded with a few essential objectives (goals). The objectives would come in handy for successful Malaysian market penetration, which has been mentioned below.

- To deliver the main focus and make the intention successful of the launch of organic chocolate products in Malaysia.

- To create awareness in the country and market with the initialisation of a new product line for the organisation in Malaysia.

The focus regarding the launch of the new organic chocolate product in Malaysia would help in gaining the positive psychological perspectives of the customers involved in the consumption of healthy food habits. In addition, awareness of organic food production and consumption would be created by forming a new product line in a new country market. Now, the market penetration for Callebaut NXT in the Malaysian market needs a budget which has to be estimated by the organisation. The details of the budget are illustrated below.

Table 6: Budget plan for the launch of Callebaut NXT
(Source: Created by the learner)

Considering the above budget table, it can be stated that partnership could be an entry mode for the sales of Callebaut NXT in Malaysia. In addition, along with the market entry mode, the factors of the budget would help the organisation not only to popularise the product but also make it reachable to every shop, shopping mall, and people who love and are eager to consume organic chocolates.

Marketing Strategy using 4P

A marketing strategy includes an extended strategy for attaining a business' objectives via knowledge of client demands and the development of a distinct and long-lasting competitive advantage. Whenever successfully advertising a good or service, the company considers the four Ps as they are the main factors that must be carefully examined and put into practice (Saura et al., 2023). In addition, Ps, such as product, price, place and promotion strategy.

In consideration of this, the affirmed company “Barry Callebaut” has the intention to sell its new product to the new target market, which is Malaysia. However, its new product is “organic chocolates” under the name ‘Callebaut NXT’, which will be the product that shall be made of fresh cocoa beans directly purchased from the farms. According to the perspective of Langen and Huber (2023), prior to establishing the 4Ps marketing plan, the product should be evaluated from a variety of aspects, and the following qualities should be understood: "Quality," "Features," "Benefits," as well as "Potential add-ons." Thus, businesses in Malaysia are progressively modifying their offerings for online sales along with, in the instance of service providers, online delivery. Customers in Malaysia increasingly prefer to purchase online (Lin et al., 2023). Thus, the aforementioned company needs to re-evaluate its offerings in order to keep them relevant.

However, a crucial component of the "Barry Callebaut" product shall involve availability, which can have an impact on how the company markets it. Inconsistent or sluggish access to the approved product or the components that "Barry Callebaut" needs to create it can cause launches to be delayed or sales to be lost. This is troublesome since one of the most important factors to corporate success is how quickly new or current items are introduced to the market (Saura et al.,2023). That implies the company could gain a competitive edge if it can come up with a novel approach to manufacture or operate its new product so that it can reach the market more rapidly.

Figure 7: Revenue generated from the cocoa industry in Malaysia
(Source: Statista.com., 2023)

From the figure above, it is determined that, in 2023, the Cocoa segment will generate “US$25.94 million” in revenue. Thus, the market is anticipated to expand at “-8.31%” yearly (CAGR 2023-2025). By 2025, out of home consumption (such as that found in bars with restaurants) will account for “49%” of expenditure and “5%” of total consumption within the Cocoa category (Statista.com., 2023).

In accordance with the above facts, the 4Ps shall be the best marketing strategy for “Barry Callebaut” in understanding “‘organic chocolates” and further determining its price for sale. Furthermore, the mentioned brand shall focus on the display of the affirmed product in the Malaysian market by selecting the correct way to communicate to Malaysian consumers. Additionally, the following table represents the 4Ps of marketing strategy that will be considered by “Barry Callebaut" in launching its new product line of “Organic Chocolates” in Malaysia.

Table 7: 4Ps of marketing for "Barry Callebaut"
(Source: Self Created)

Marketing Budget

A marketing budget constitutes a breakdown of the expenses a business will incur to sell its goods or services. The marketing budget is allocated for a specific amount of time, ranging from a quarter to a year (Korner, 2023). Thus, the marketing budget covers all costs associated with the "organic chocolates" (Callebaut NXT) advertising campaign for "Barry Callebaut." In addition to this, the affirmed company intends to set its budget for promotion and sales of “organic chocolates” in the Malaysian market with “estimated costs vs. the actual costs”. However, in the notion expressed by Ago et al., (2023), it is crucial for a marketer to identify the ‘goals and optimal channels’ for communicating along with reaching out to the targeted audience. Whereby, in consideration of "Barry Callebaut", the following table shall justify the marketing budget.

Table 8: Marketing budget for "Barry Callebaut"
(Source: Self Created)

Conclusion

Based on the overall discussion, along with the organisational background, the product and business portfolio have been illustrated and described above. Figures were provided for a better understanding of statistics. The mission, vision, and objectives of the business organisation have been successfully identified, along with the unique selling proposition of the product. Detailed competitor analysis has been done by considering the internal and external factors that were supported by critical industry analysis. The identification of market segments, consumer profiles, and budgets has taken place in the discussion for the entry of organic chocolate in Malaysia. 

References

MKTG7512 Strategic Marketing Management Sample

The task:

You'll select a focal product from a company of your choice, conduct a situational analysis of the company, analyse the industry's competitiveness, and provide suggestions on the segmentation of the market and the potential repositioning of the product.

The report should include the following components:

(1) A title page, including the course code, your name and student ID (1 page)

(2) An abstract or executive summary of the report (1 page)

(3) (From point 3 starts the main body of your report): A background section regarding the firms, the products it offers, and the focal product your case study is about (2 pages)

(4) A situational analysis (i.e., the competitive position) of the company using SWOT analysis (2 pages)

(5) An analysis of the industry competitiveness based on Porter's five forces model (2 pages)

(6) Provide a segmentation analysis of the relevant consumer market (2 pages)

(7) Select two key product attributes of the focal and competing products, and construct a perceptual map onto which the products are located (2 pages)

(8) Compare and contrast the current positioning strategy the firm adopts about the focal product and potential repositioning of the focal product or development of a new product,

Solution

Introduction

Present study is based on focal product of the company, such as Netflix. Focal product is referred as the central and most important product of company. For analysis of present study, focal product of Netflix such as subscription based video streaming services has been selected. It is because, such services are one of the most prominent services and company is generating significant revenue from this only. For Assignment Help The present study contains competitive position and industry competitiveness analysis, by application of SWOT method, and Porter’s five forces model. Subsequent to this, in-depth discussion regarding segmentation and product positioning is provided. At last, discussion about the betterment of existing product is explained by analysis of its features, attributes, and product slogan.

Background section

Netflix was incorporated in 1997 by Reed Hasting and Marc Randolph in California, USA. It’s an American top content creator and production company. Netflix is a content providing platform and a production company which offers various streaming services to its customers like award winning movies, documentaries, series, anime, TV shows etc. which are subscription based, a premium has to be paid to stream its services. At initial stage of Netflix, it deals with selling and offering of DVD services on rental basis to its customers, and today it is streaming service provider in almost 190 countries in the world to its subscribers but still Netflix has continued its rental services of DVD’s till now (Brennan, L. (2018).

The reason of selection of this company is its market share of content streaming services as well as good market performance. Users can stream through various devices by log in to their laptops, smart TV, tablets, smart phones. According to recent analysis of year 2020 Netflix has accounted for more than 45% of streaming subscribers of the market share and it’s been reported that Netflix has generated revenue of$25 billion in year 2020 along with the 200 million paid subscribers. The worth of Netflix is $162 billion as per the April 2020 report (Netflix, 2020).

The product for the analysis of present study is the subscription based streaming services, one of the most vital elements of Netflix. In the year 2018, Netflix achieved 8th position of the top ten streamed shows with respect to subscription streaming services. There are diversified contents available at Netflix even the house produced contents. The criteria of its subscription are divided into three tiers and each tier is charged different and provides different level of services and benefits to its users. Also, Netflix has amazing features like customization of subtitles, secret menu, its services can be used on the smart TV’s, it allows watching simultaneously on four screens also in terms of original content creator Netflix always stood out as compare to its competitors which are amazon prime, YouTube, Disney+, and Hulu. The major reason behind its success is its services which keep the needs of subscribers at heart, its technological innovations and the courage to adopt different business strategies to provide direction to its company (Jenner, 2018, pp. 105-118).

Competitive position and industry competitiveness

SWOT analysis

SWOT analysis is a tool for evaluating the four elements of business such as strength, weakness, opportunity and threats. The strength and weaknesses analysis internal company factors and opportunity and threats are the external factors, by which company’s current and future operations are affected and aid in development of strategic objective.

Table 1 SWOT analysis of Netflix

STRENGTH

Strengths are the core competencies of the business which provides a competitive advantage to it as compare to its competitors. The core strengths of the Netflix are its strong brand equity, ad free contents, original contents and a huge customer base which makes it different and unique from its competitors and serve as its strengths (Van der Voet, 2016). It gives an amazing experience to its users through the ad free content which do not interrupt their entertainment with the interruption of ads, as Netflix fulfill the needs of its users and try to satisfy them at its best results in the large subscriber base for it. According to the annual report of 2020, Netflix has around 209 million of user and no other platform is currently enjoying this advantage (Netflix Investor, 2020).

WEAKNESS

Weaknesses are the disadvantages of the company which stops it to achieve success. However, there are some weaknesses of Netflix too. The Netflix does not have copyrights for the content available to it apart from its own produced content. After a particular point of time the content available on it can be easily seen on the other websites. Also, the business model in which Netflix works can easily get replicated because it is not so unique or hard to replicate it. There is various similar company providing same services (Maddodi, 2019, pp. 41-51). The requirement of internet is another disadvantage for the Netflix as the users require access to internet to stream its services, the heavy dependence on internet especially for users with low internet connection becomes the weakness of the Netflix to gain such subscribers.

OPPORTUNITY

It is an external factor which helps in the development and to grow business and its revenue. The opportunities available for Netflix is the expansion of its business in new markets as the platform is available over 190 countries of the world and by taping the recently most used service market group Netflix can increase its revenue (Gupta, 2019). The evolution of product mix, to attract the youth Netflix can offer them some international contents which are being watched in other countries this would attract new users and give additional interest to the platform. Netflix has the opportunity to enhance the variety of content it offers by further working on the local content, bringing that to the subscribers this would also improve its performance in the market and attract local people of the region toward this platform (Derr, Georg, &Heiler, 2021, pp. 17-24).

THREAT

The threats are the difficulties faced by the company in its journey. The most effective threat to Netflix is increasing competition in the market the competitors like amazon prime, Disney+ are also offering the same quality of services apart from content from other producers they are also now producing in house content to attract more subscribers. Another threat is the illegal streaming od content, the privacy of content is not much which comes as threat to the companies like Netflix because the non-users illegally leak the content. Also, the censorship could become threat to Netflix, if they have to take approval from the censorship to present their content to the subscribers (González, Membiela-Pollán, &Cuns, 2020, p. 252). This is not so far as the government is now a day more concerned about the censorship of content.

From the above SWOT analysis of Netflix, it can be said that the challenges faced by the company internally and externally can be improved and as long as Netflix innovates its thoughts and ideas it will remain in the race of competition and can maintain its position in the market of entertainment.

Porter’s five forces

Porter’s five forces analysis is a technique that determines and evaluates the five competitive forces that creates impact on each industry and support in determination of weaknesses and strength of industry.

Figure 1 Porter's five forces

Threat of new entrants

Threat of new entrants for Netflix is a serious issue as there are several other companies planning to stream their services like it and also producing their own content. However, the barriers for new entrant are high due to heavy investment in producing own content and even licensing it from other producers require huge cost. However, according to the size of the organization the technological and marketing cost would not be an issue. Also, due to increasing competition among the competitors who are already in the industry are launching their new streaming services (Hadida, Lampel, Walls, & Joshi, 2021, pp. 213-238). The time is far when a single user would have various subscriptions available and maybe he would quit this subscription. Hence, the Netflix must carefully observe the new entries as the risk of new entrants is high for it.

Power of Suppliers

The power of suppliers in the industry is considered as moderate, and in case of Netflix, it is same. The high extent of impact on prices is because of the limited number of companies generating media and entertainment services or subscription based streaming services. Acquisition of a contract and obtaining license to distribute the content consists of negotiation on pricing in which supplier possesses control (Øverby, &Audestad, 2021, p. 105). It has been seen that, Netflix has significant competition with traditional media distributors; therefore it has to reflect more flexibility in the agreement as compared to conventional media. In the similar way, the supplier possesses lesser bargaining power at the time of contracting with traditional media distributor, but online distributor such as Netflix come from a significant extent of influence from the suppliers.

Power of Buyers

The power of buyer in such industry will always remain high as there are plenty of option available to them, they can easily cancel or continue their subscriptions according to their wish. Also, the price sensitivity is very less in this industry all the channels are offering their subscription at almost same rates which is not the matter of issue, the quality of content is most important factor which attracts the users toward subscription. In recent scenario the number of users is increasing vastly because of variety of services offered to them from a single subscription (Raats, & Evens, 2021, p. 65). Also, these subscribers are not bounded in contract they can quit whenever they want to therefore there is more power in hands of the consumers and the power of buyer tends to stay high due to these reasons.

Threat of Substitute Products

Threat of substitute product is less for Netflix as the demand of the television broadcast view is declining according to the yearly reports of people watching it; in 2019 it was 50min less than that of 2010 and still declining. The demand for Netflix has rose 7min than that was in 2017 compared to 2019. The YouTube has a great percentage as it provides recorded and live streaming; it is about 12% of the total viewing the YouTube is being watched (Porters five forces analysis for Netflix, 2020). The younger generation is now shifting towards the streaming services from the television broadcasts thereby the risk of substitution is low for Netflix.

Competitive Rivalry

The competition for Netflix is high as the competitors like amazon prime is offering other customer benefits to its subscribers like fast delivery, books etc. to increase its subscriptions. Also, some of the popular contents of Netflix are being removed like friends to get stream on some other sites. Therefore, the competition is high and risk of competitive rivalry (Kweon, &Kweon, 2021, p. 7).

Table 2 Porter's five forces analysis

Segmentation and Product Positioning

Segmentation

There are usually four consumer characteristics of market segmentation such as geographic, behavioral, demographic, and psychographic. Netflix is running its business activities in the dynamic and diverse market and therefore most important consumer characteristics for the company are behavioral and psychographic.

Behavioral segmentation is very important for the Netflix as it assists towards segmentation of consumers by their behavior, and it would permit the company to comply with current trends with distinct audiences. Additionally, it also enables the company to obtain the benefit of present purchasing behavior of the consumers and tailor market in precise manner. It leads toward improvement in the personalized experience of consumers. It can be noticed that, a number of consumers would select, recommend, or pay more for a brand that offer greater personalized experience (Diderich, 2020, pp. 3-14). Apart from this, another main consumer characteristic is psychographic, which is based on life style and personality of consumers. It is also important segment for the Netflix as it creates better understanding of the consumers. In other words, it can be said that, psychographic segment offers distinct competitive benefit to the company by obtaining valuable insights about personalities, consisting their values, interest, and preferred lifestyle. Further, this segmentation helps the company to understand about the dominant content in a category, which is mostly preferred through the viewers of Netflix. This would aid company to involve with viewers with the suggestion of their preferred category. Moreover, optimization of performance is possible through ensuring that they are providing right content to the right targeted audience at the right time.

Behavioral segmentation: In case of Netflix, it uses behavioral segmentation for delivering of customized content to its subscribers on automated basis in every day. It uses machine learning for understanding about behavior of consumers on the TV streaming map. Such information is then stored by Netflix to segment consumers into groups on the basis of their action, permitting the media service provider to provide more personalized experience to customers. For example, if a person is Netflix user, the company would know about shows that have been watched by them in the previous month (Wilbert, 2021). On the basis of such information, it could determine their favorite genres and provide recommendations for content to watch in subsequent period. Such customized mechanism supports them to enhance their viewership. In the second quarter of 2020, new viewers of company has been increased by 10million, and in the third quarter of 2020, overall membership was more than 195million (Positioning of product, 2018).Apart from this, cited organization also saves money and maintains customers through understanding their usage pattern. Netflix probably desires its users to watch a particular amount of hours of each month. By application of analytics, company particularly identify the number of hours watched each month carry with it a more percentage of user retention, which means customers who do not cancel subscription plans.

Psychographic characteristics: This type of characteristics consists of core identification of the end-consumers. Such characteristics can be personality and lifestyle of customers. It should be noted that, Netflix is emphasizing on the segment that require relaxation subsequent to the hard day of work, or just individuals who desire relaxation. Such segments like to watch movies and series in order to get relax. Another lifestyle that has by some consumers is the one that are fans of some series, they like to watch some particular genre and it is where the services of Netflix are founded. Further, Netflix is engaged in providing online streaming services that is designed to search and search the perfect series for the consumers. It mainly reflects that, personality preferences are used by company in order to provide right services to users. Usually, males and females of age 18-24 spend approximately 3.7 hours in a week for online streaming video (Pratap, 2020).

Perceptual map

Perceptual mapping can be specified as a diagrammatic approach applied for emphasize on subjective feeling and opinion of customers i.e. displaying perception of customers. In simple words it positions the company being assessed along with competitors and assists in understanding where it stands (Susanno, Phedra &Murwani, 2019, pp810 (1)). The two main attributes which have been used for positioning product of Netflix i.e. video streaming services which are also used by competitors are quality of content and choice relating to movies and shows provided through their channel. Both the attributes are assessed in context with specific product i.e. video streaming while applying consumer centric brand strategy by the company. It does assist management in making informed decision in context with positioning themselves in market and leading towards lesser pitfalls and succeeding in making streaming enjoyable to everyone (Wayne, 2018, pp730 (2)).
The top requirement of customer is comfort, reasonableness, speed and personalization of streaming shows and other data along with high choice of titles. In case of Netflix it has been assessed that it does ensures accomplishing all specified requirement through making top decision for its customs and providing customized, quick, helpful ascertainment of choice (González, Membiela-Pollán&Cuns, 2020, pp252 (1)).

Relevance of Attributes in Segmentation Analysis

As Netflix, not only provides series or films but also huge adventure for members which does choose different movie and it is convenient for clients as they can watch on any screen associated with internet. Thus quality and choice are two main variants which should be applied for segmentation attributes i.e. Behavioral and Psychographic segmentation (Daidj&Egert, 2018, pp70) in context with product video streaming. The segmentation for product is being done considering the behavioral aspects i.e. spending habits and actions of customer, thus through same company is able to get information about choice of customers. On the other aspect psychographic segmentation is being done on the basis of life style and personality which represents the economic condition of customer and on the basis of same quality can be provided. Thus, in other words the higher class does prefer immense quality and does accept high charges for same. Moreover, product is recommended considering previous choice of customers. The same concept is being applied by the company that small screen is available at nominal range and higher charges are applied for big screen. This strategy does assist company in making adequate segmentation of targeted customer area and accomplish customer requirement to significant extent for product.

Figure 2: Perceptual Map of Netflix

Note: The name of companies represent their product i.e. online video streaming services

Justification of location of Netflix and its competitors on perceptual map

The above figure represents the measure between quality and choice variant between Netflix and competitors i.e. Hulu, Amazon Prime and Youtube. It can be clearly assessed that online video streaming service provided by Netflix has high quality and wide choice. However, the main competitor i.e. Amazon prime does have high quality and reasonable charges but choice provided in not as high as Netflix. Due to same reason Hulu is positioned below because charges are low but the quality and options of programs are limited in comparison to online video streaming product of Amazon Prime. Lastly, Youtube does provide mixed quality but charges are too low and even variety of product range i.e. video streaming is available free of charge, thus it has been positioned in first quadrant. After assessing the above map, it would be appropriate to state that online video streaming services (Netflix) does provides high quality along with wide choice to its customers, hence does have strong position in market. As the company mainly emphasizes on mass business section for purchasing membership of TV and films so that it could attain biggest no. of endorsers and less focusing on age, foundations, indications etc (Daidj&Egert, 2018, pp73 (2)). The main strategy applied by company is to enhance the no. of supporters of Netflix so that it could accomplish return on overwhelming interest in substance and innovation in light of fact that exclusive low cost can be charged due to high competition (Iordache, 2021, pp35 (1)). Thus, through emphasizing on main attributes i.e. choice and quality, usage, charges and data it is able to sustain leading position in market.

Positioning

By the following manner, main product of the company could be positioned in better manner by alteration of the existing features in product and at the similar time appeals to a target segment –

Original Content

Netflix must hire its own producers, directors, actors to create its own in house content instead of leasing it from the other producers. As according to the Denver Post reports in 2019, it has been seen that, there are many new announcements of the streaming services like Disney, NBC, of their own, because of this the shows which were leased by Netflix like The office and Friends which are one of the most major part of Netflix are being pulled away from it.Also the people who were subscribing just because of these programs are copied. To stay in the competitive market Netflix must stay relevant and adopt such aspect in the existing services in the changing online environment.

Reduce Rising Prices

Nowadays Netflix is reported to be the most expensive streaming service provider according to its competitors like Disney, Disney+ offer the cheapest services in the entertainment industry it cost around $6 a month and compared to this Netflix is charged too high as it costs around$ 13 a month (Wilbert, 2021). It is suggested that, company should reduce its prices up to $6 and below this, in order to remain competitive. Earlier, Netflix use to provide the cheapest and the convenient source of streaming services online in the 2000s. Ironically Netflix is most expensive in current scenario. It has to lower its price in the international market too survive as the competitors will take away its strength of large consumer base by providing them. According to Motley Fool’s article the Netflix is lowering its price to stay in competition in the international market. For example, in India Netflix is performing so well and is being successful massively through their competitive power in the market but it should reduce prices before the competitors like Hulu and Disney leg up on it. With the help of convenient marketing and costs Netflix can again take the advantage back and stay in the market.

Video Hosting Platform

The video hosting Platform is the essential for any of the online streaming service platform to organize their content. It can be said that video hosting is the process of managing, uploading, and hosting the video on your channel. Platform like Dacst are providing with the excellent video hosting services, the private YouTube with secure uploading. They provide us with the service of easy share and embed video which can reduce the cost and lessen the time and efforts to put the video in the service and running. This will also allow consumer to upload, tag and deliver your content anywhere with a great ease (Positioning of product, 2018).

Chapter Markers

Chapter markers allow the longer videos to be easily defined in segmented parts. Chapter markers are just like the table of content in a long book which provides us a short access to all the content in the book and from this it can locate the content where consumer want to see and reach to it easily. This is the most important for the viewers as it helps them to navigate the content within the video so an OTT platform must include it.

Real-time Analytics

These analytics help in the future strategies formulation as they help the video creator to get the information of the video about its success, revenue generated, likes,views,shares and many more. The data analytics provide the information even with the breakdown of the geographic region of the viewers, revenue generated by a single content, the average length of the viewed video. In short this helps company to track the success of the video in terms of its profit, revenue, growth, subscribers and the viewers (González, Membiela-Pollán, &Cuns, 2020, p. 251-274).

Repositioning of product on perceptual map

Figure 3 Repositioning of product on perceptual map

Note: The name of companies represent their product i.e. online video streaming services

The new product i.e. Innovative video streaming would include characteristic such as real time analytics which will help to tract their important contents and the main focus area required by them, also to quantify the success at all the levels. This is a must tool adopted by an online streaming platforms to succeed in the market. Further option of chapter markets would be also available which helps viewer to go back, see previous content, pause, volume and brightness. They are visible in a form of dots and when these dots are tapped on we can see the title and use these chapter markers. They are available at the bottom bar of the each video along with these features mention above. The additions of this feature in new product (Innovative video streaming) would eventually embrace existed position and it would be placed at leading position.

Product slogan

“Have fun at anytime anywhere by Innovative Video Streaming”

Conclusion

Based on above analysis, it has been concluded, Netflix has achieved good position in the market by providing distinct and exclusive services. Since, Focal product of company, subscription based video streaming services, as it is one of the main product and prominent product of company. However, it is suggested to company to make improvement in the features of existing product and focus on attributes i.e. choice, price, data and quality so that the performance could be improved in comparison to competitors. The main attributes have been considered for new product i.e. innovative video streaming and new specification has been added such as real time analytics and chapter option so that existing brand image could be enhanced and new product could be placed as leading one.

References

MKT744 Assessment Global Marketing and Sales Development Report Sample

International Marketing Strategy

You will be allocated a country and an SME by your seminar tutor. You then required to conduct a business environment audit relevant to international expansion to that country. You should conduct a PESTLE analysis for your allocated country, describe and evaluate those aspects of the environment (political, legal, economic, socio-cultural, technological, and environmental) in the potential global market that are relevant to and, have implications for, developing a marketing strategy. The purpose of this evaluation is to identify potential market opportunities for the introduction of a new product/service. You will then be required to develop or select the allocated company’s product/service, with country of origin the UK, which you would consider has potential for expansion into this country, based on your PESTLE. You will then develop a global marketing strategy to that country, for your UK based product/service. This will include (although not exclusively):

Justifying the opportunity in the country for the product/service you will develop.

Provide an overview of the competitive landscape for the offering you are developing in your allocated country.

Develop and design an outline international marketing strategy. You will need to discuss the product and modifications (if any) to allow entry and market establishment, pricing decisions, effective promotional efforts to establish awareness and establish market presence, distribution choices and brand/name along with suggesting the key challenges to global expansion for the SME in this market.

You will be required to ensure that the PESTLE and international marketing

Strategy are linked to justify your decisions and choices.

Solution

Introduction:

The study is aiming to discuss the complexity of the business expansion in the international market. Also, the study would explain the effects of these on the decision making and the activities of the firm in order to survive and thrive in the international market in the environment of the post Brexit era. For Assignment help The researcher would discuss the paper in regards to a regional, local and international perspective. The important factors that affect the international marketing decision would be discussed in this study. Building digital competencies, as well as approach and strategical implementation regarding critical thinking approach and interpretation in respect of every type of market, is the major aim of the current study. The research would perform a PESTEL analysis along with pricing strategy and competitive strategy on the provided company, Butlers Chocolate, in the perception of global expansion in Nepal of the firm. The current study would be able to generate the skills, knowledge and expertise from the perspective of the global market as well as the global marketing strategies regarding the international expansion of any small and medium enterpirse (SME). The complexities of global marketing in the post-Brexit period would be analysed in the study through the business expansion of the given SME in the global arena. The report is going to present a clear perception of the researcher regarding the global expansion and the strategies that should be followed to thrive in the new market.

Background of the company:

Butlers Chocolate is funded in the year of 1932 by the premier family, Butlers, from Ireland. Marion Butler, the pioneer woman, established the firm in the centre of Georgian Dublin. She crafted her chocolate by hand which enrich the taste. Seamus Sorensen from Cork bought the firm in 1959. In the 1980s, the firm was renamed Butlers Irish and rebranded with Butlers Chocolate (Butlers Chocolates, 2021). The company is one of the rarest family-owned chocolate firms. The first retail shop of Butlers Chocolate café was opened at Grafton Street in Dublin in 1989. Now there are almost 24 cafes all over the country. The firm has franchises in South Asia and the Middle East. Among their servings of fine confections, chocolates and premium quality hot beverages, their Butlers Hot Chocolate is an award-winning speciality.
The company has almost 400 staff who follows a common goal of success, there are almost 60 outlets in various airports and have their shops in nearly 40 countries. They also helped to open Capuchin Centre for the homeless by raising funds in Ireland.

PESTEL Analysis:

The PESTEL model would analyse the microenvironment for the firm as well as the impacts of the new environment regarding their strategy of market expansion in a new country.

The PESTEL model is indicating that the firm could select Nepal as a possible area of their business expansion. They have knowledge regarding the business environment and the chances of generating profit in Nepal. The market of chocolate and cocoa is enriched in Nepal as the competitors are locals as well as international. Thus, for expanding new business in Nepal, Butlers Chocolate needed to improvise to attract customers.

Justifying the opportunity for Butlers Chocolate in Nepal:

Many have no idea that a developing country like Nepal has entrepreneurs who are passionate about chocolate. They love to make chocolate as well as customise. These companies would sell their chocolate in the local tourist hotspots. Dhungel (2021) stated that some of the chocolate companies like ‘Ecstasy—Handmade with Love’ also exporting their products to different countries like India, Australia, Bangladesh, Oman, Belgium, China, Japan and Germany. The local chocolate companies of Nepal also provide the facilities of gifting their chocolate with a handwritten note for their customers.

There are many homemade chocolate factories in Nepal that are very popular in the market. The raw materials for chocolate are very available in the country which makes the cost of production very affordable. The labour market of the country is very affordable for any business authority. Though there was some political unsteadiness in the country the situation has improved for the better. The law of the country regarding conducting business has improved and the government is providing opportunities to the business owners to expand their business and generate more employment for the local people. Particularly this industry has grown in the last couple of years in the country as there are many youths who established their chocolate production business driven by their passion for chocolate as well as entrepreneurship. The new generation business personals are expanding the market more and more as they are opting to operate their business outside the border of their country. They improvising the product to attract customers and trying to be able to stand out among the crowd (Nepali chocolate sees spike in demand, 2021).

The report is discussing the new business expansion of Butler Chocolate which is a UK based family premier chocolate factory with their years' old fame and experience. The company has earned their fame in many countries now they are entering the chocolate market of Nepal. With their experience of selling their product in South Asia, the company had some primary knowledge and experience with the types of customers and markets they are going to capture. The developing countries are providing a large and evolving market that attracting business owners of different sectors from different parts of the world. As the people of this country already have knowledge of different types of chocolate, it is fathomable that they would welcome further any new rich variation of the product. The company could manufacture their product in Nepal with less cost due to the availability of raw materials and workforce. Thus it is inevitable that the discussed company has a better opportunity to enter and thrive in the new market of Nepal.

An overview of the competitive landscape for Butlers Chocolate in Nepal:

Nepal is enriched with homemade chocolate productions. In the last couple of years, many have joined the industry and grown with time and praise. There are new customer base has emerged in Nepal due to the increasing demand for the product and the chocolate factories are thriving to serve their customers (FMCG Khabar Asia, 2021). Some of them are Sarawagi group, Sweet Mart Food Pvt Ltd, Manna bakery, Cocoa chocolate industries, Chef’s bakery and confectionary, etc. all these have their product line and market as well as targeted customers in Nepal. These Nepali chocolates have become the most favourite gifts for the customers on their special days like valentines’ day, birthdays, anniversaries, mothers’ day, etc.

The Sarawagi group is one of the oldest and leading manufacturers of the chocolate industry in Nepal. They deliver their products to restaurants, bakeries, retail shops, food servicing firms, home bakers (Sarawagigroup.com. 2021). The firm has had knowledge of operating business in this industry for more than twenty years. Now they have become one of the most influencing distributer in the market.

Sweet Mart Food Pvt Ltd is another mentionable chocolate company in the FMCG industry in Nepal. In their high-quality confectioneries, chocolate is one of the popular products among their customers (Nepalyp.com. 2021). They are famous in the market for their product quality and hygienic process of production.

Manna bakery is another one that is going compete withButlers Chocolate in the market of Nepal. Though they are mostly cherished by their customers for their excellent cakes regardless of any occasion, their chocolates also capture a great share of the market in the country. The Cocoa chocolate industries is another popular name of the Nepal chocolate industry. Their quality and tasty chocolate are loved by their customers from all over the country. Chef’s bakery and confectionary manufacture exotic and delicious quality chocolates for their customers.

Thus, it could be said that Butlers Chocolate is going to face very tough competition while they would be entering the market of Nepal. The company need to plan their international marketing strategies with utmost detailing to capture the attention of the customers who are already receiving many better products from the local manufacturers (Ghauri and Cateora 2014). Along with the local products they are going to face challenges from the popular international chocolate brands.

Developing the outline of international marketing strategy for Butler Chocolate in Nepal:

International trading is increasing its importance day by day. The globalisation of consumption and production as well as the interdependence of world economics are instigating international trading. The free trading areas are providing more trading options. In this area, traders could move according to their wishes without paying any tariffs or regulations (Kenyon, Lowe and Doole 2016). After Brexit, the trading market has been expanded for UK based companies. They are expanding their business in areas like India, Russia, Brazil, China, Malaysia, Poland, etc. Rodwin et al. (2018) suggested that BRIC that are Brazil, Russia, India and China are the most growing market. Growing middle class and increased consumption are major reasons for market expansion.

Required modification of the product to enter and thrive in the new market:

The taste of different parts of the world is different. People of different countries like to eat differently. But here the discussed product is chocolate which is a favourite product for the youth mostly and it would be safe to say that due to the globalisation of the foreign products are not foreign anymore. The taste of British chocolate is smoother and richer (Honeycutt, Ford and Simintiras 2003). They have a higher level of cocoa content as well as fat. Though there are many homemade chocolates but Cadbury is one of the most favourite brands among the people of the UK.

The homemade chocolate of Nepal taste good but the limited range of their products and the quantity is becoming a challenge for the manufacturers. Thus, the imported chocolate like Dairy Milk, Kit-kat, Mars, Snickers are capturing the market in Nepal (Imported chocolates take big bite of local market, 2021). Thus, they need to modify their product accordingly so it would be able to compete with all the available chocolate brands.

Pricing strategy for the new market:

For pricing strategies, rapid penetration strategy would be best for Butler Chocolate in the new market of Nepal as it is a developing country (Liu, Zhai and Chen 2019). The price of the product would be low while the cost of promotion would be higher. As per Dmitrijevs (2020), market share is important for this strategy rather than profit. Through this strategy, the product would build a customer base by generating huge demand and developing brand loyalty. The imported chocolates are costly though it is available in the market. Thus, a low price with a quality product would build demand among the customers rapidly and assist the product to enter the competitive market and develop its own customers with moderate market share.

Effective promotion, distribution and brand name:

Promotion is important for a new product to enter and establish the brand. The market of any new product evolves around culture, economy and marketing efforts (Parente et al., 2018). To enter the market Butlers Chocolate needs to stand out among the crowd, provide free samples, target the cultural holidays along with an effective web presence. Online promotion is cost-effective and has a broader area of access. Their main focus would be e-commerce websites to reach a huge number of potential customers.

Drivers, location, production, inventory, information and transportation are the supply chain influencing factors. Online distribution is cheaper and faster than the traditional process. Though in Nepal direct distribution is frequently seen, the firm would follow both e-commerce and direct distribution involving wholesalers and retailers.

The brand is already a known one thus, there is no need to change the name. But to entice the customer of Nepal, the management could add something that would have a personal approach to the people of Nepal such as ‘Butler Chocolate- the taste of happiness’. They use healthy and eco-friendly quality products to increase the sustainability of Butlers Chocolate.

The major challenges to international expansion for the discussed SME in the chosen market:

Infrastructure and economic climate are important elements for business expansion in a new environment. The firm needs to understand the economic, social, political environment of the country to enter and establish its business there with success (GERLOFF, and REINHARD, 2018). Some of the important factors are-

• Understanding the economic environment of the country as in per capita income.

• Political stability as well as the relationship with the core country for stable business operation.

• Social and cultural aspects of the new country are also important to understand the demand of the customers as well as to develop a strong loyal customer base.

• The technological growth of the country

• Laws regarding conducting the business operation of international companies in the country as well as labour laws and other legal rules.

With all these factors expansion in the developing country in a competitive market could become very challenging. Butler Chocolate requires understanding and analyse the market of the new country. The new country is very different from the core country of the product. Without a proper business expansion strategy, the firm is going to face many challenges such as,

• The management of the firm needs to interact with new employees who would be the natives of the new country. There could be a communication gap between management and employees (Thussu, 2018).

• In developing countries, a very small percentage of the overall population would generate the highest income. This would limit the number of customers if the price is not affordable for the average people. This could affect the sustainability of the business (Leal et al., 2019). Thus, understanding the current economic status along with the potential to grow is important.

• While expanding the business, the company could face challenges regarding understanding the responsibilities and role of the company regarding the new environment (Jamali, and Karam, 2018). Understanding the corporate social responsibilities in the new country would increase the sustainability of the firm.

• Disseminated structured rural populations could not be very useful in the business operation which increase the challenges for the firm in the business expansion ( Zhang, 2016).

• The limitation in space and infrastructure along with the lack of an efficient distribution chain would create sustainable issues for the new product in the new competitive market (Leigland, 2018).

• The market of chocolate in Nepal has many companies that are popular among the people and have their own market share. Thus, entering this market a new company would face hard competitive challenges in this new environment (Kotabe, and Kothari, 2016).

Conclusion:

The overall study is interpreting the global sales and marketing regarding the expansion of Butler Chocolate in Nepal. The PESTEL and the international marketing strategies have been used to interpret the context of global marketing regarding the post-Brexit environment. For pricing strategy, they would use a rapid penetration strategy and add a tagline, ‘Butler Chocolate- the taste of happiness’ for promotion. In a competitive market of a developing country business expansion would face many challenges, with strategic business planning which could be addressed. This report would assist the firm to make their decision with more accuracy to achieve their goals as a corporation.

References:

MBA631 Digital Marketing and Communication Report Sample

Your task

Using the same company that you were assigned with in the first assessment, individually, you are required to prepare an Integrated Digital Marketing (IDM) plan and present it as a 2000 word report. Please note that If you focus on any other company than the one your workshop facilitator provides at the beginning of this subject, your submission will receive a grade of zero.

Assessment Description

In this assessment, students will be given the opportunity to create strategies on how to overcome risks in digital marketing and communication. There will also be an opportunity to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate with more traditional marketing strategies. In addition, students will be given an opportunity to compare e-marketing with traditional and blended methods to identify future opportunities for business growth.

Assessment Instructions

Using the findings from your first assessment, you are required to review the company’s digital marketing problems by developing an Integrated Digital Marketing (IDM) plan in an attempt to solve these problems with the use of digital marketing knowledge you have learned from this subject. Your key objective is to integrate your subject knowledge by focusing on the set of digital marketing models and frameworks, strategies and tactics, to generate a personalised and successful IDM plan for your company. Your plan must attempt to raise awareness and generate interest in your company’s product/service to a target segment. You must include tools to monitor your campaign and to measure its digital impact, e.g., YouTube subscribers, Instagram likes, Facebook comments,

Twitter retweets, blog mentions, and so on. The recommendations provided should showcase your creativity while still being feasible.

Solution

Introduction:

a. company analysis:

Business mission:

Betty's burger & Concrete Co. is one of the largest burger chains in Australia. Founded by David Hales in 2014, the brand was initially inspired by the Australian burger shack of 1950s (Bettyburgers.com.au 2021). For Assignment Help With the mission to serve freshest, mouth-watering burgers in Australia, the brand has dedicated range of burger recipes to enjoy.

Strategy and operations:

Betty's burger & Concrete Co. has 36 restaurants in major cities of Australia like New South Wales, Southern Australia, Victoria and Queensland. Over the next few years, it is expected to expand its business to 150 restaurants within different cities of Australia (Bettyburgers.com.au 2021). With the in house made ice cream and name of concrete it demonstrates to its consumer that the products from Betty's burger & Concrete Co. are superior than other and has touch of home.

Industry of operation:

Burger industry is subpart of the fast food industry and over the past decade it has been mainly driven by the consumer demand for high quality burgers with fresh ingredients. In present time, post pandemic, hygiene and the safety of the foods from contamination is the major factor that drives the industry operation. It is expected that as the markets are opening up around the Australia post pandemic, it will result in better demand situation as a whole for the burger industry.

Industry trend:

Fast food and burger shops in Australia has been facing changing consumer behaviour over the past few years. With shifting focus towards the healthier food options, burger and oil rich products are being avoided by most of the consumers. However, as per the ibisworld.com (2021), the fast food and burger market in Australia has annualised growth rate of 0.7% during 2021-2022 and the market size is expected to be $8.9 billion.
Major competitors:

As the major competitors of the Betty's burger & Concrete Co., following names can be mentioned:

• Burger lounge
• Burger bar
• Nose express
• NordBurger

Strengths and weakness:

As the strengths of the Betty's burger & Concrete Co., its home-made product and fresh halal products can be mentioned. All these allow the Betty's burger & Concrete Co. to capture attention of people from different religion as well as well different class. Lower pricing strategy and better service has made the brand to become where it is not (Li et al. 2021).

As the weakness it can be mentioned that the brand has lack of exposure to the market and it has limited stores which are present mainly in the large cities of Australia.

Macroenvironmental threats and opportunities:

As the major macroenvironmental threat market shocks can be mentioned. Due to the market shock, if the demand falls, business of Betty's burger & Concrete Co. is supposed to hamper (Bettyburgers.com.au 2021).

Current digital presence:

Betty's burger & Concrete Co. has digital presence through the dedicated app and social media channels in different social media platform. However, the amount of service is provided by the dedicated app is limited and it lacks tracking facilities.

b. company market strategy:

Current product offerings:

As the offered products by the Betty's burger & Concrete Co., following can be mentioned:

• Burgers
• Sides
• Nippers
• Ice cream
• Salads
• Sauce
• Soft drinks
• Thick shakes
• Alcohol

Target market:

As the target market Betty's burger & Concrete Co. considers major cities of Australia as of now. However, the brand aims to expand its business with 150 more stores spread across different cities in Australia (Assimakopoulos et al. 2017).

Customer segmentation:

Betty's burger & Concrete Co. does not differentiate among the customer based on the social or economic status. However, brand charges different prices in different place based on the availability of raw materials and the cost of transportation.

Value proposition:

The brand creates value through providing best burger in the Australian cities and through community engagement. With diverse range of employees in the workforce, the brand produces job and creates value for the society (Bettyburgers.com.au 2021).

Positioning strategy:

Betty's burger & Concrete Co. places its stores in major cities of Australia. As of now, 36 restaurants in major cities of Australia like New South Wales, Southern Australia, Victoria and Queensland aids the brand to produce all the sales.

Integrated marketing strategy:

Underpinning the market audit of Betty's burger & Concrete Co., it has been observed that the brand has limited reach to consumers. Moreover, the digital marketing exposure of the brand is very low and to achieve higher exposure, the brand has now come in agreement with TripAdvisor (Bettyburgers.com.au 2021). Moreover, it has launched its dedicated mobile app for better customer reach; however, due to the shifting business scenario during Covid19 pandemic, higher online order resulted in fall in performance of the app. Integration of the digital marketing strategy with the business process of the firm is not yet fully done that has resulted in fall in the business (Grégoireet al. 2015). Following are the suggestions that can be considered to bring in change in marketing strategy for the Betty's burger & Concrete Co.

Connecting with the consumers directly through social media – Social media stage assists the business with straightforwardly interfacing with each type of worldwide crowd independent income level, age or gender. At the point when the business perceives the crowd viably it will empower them to convey more esteemed substance to them through social media. The substance is custom-made to the crowd advantages and likings, accordingly, bringing about better commitment on its page and with the general business (Quinn et al. 2016). Moreover, an immediate connection with the clients through social media will allow Betty's burger and Concrete Co. to address issues and questions rapidly. The crowd can be addressed expressly prompting more hopeful light simultaneously.

Organic content promotion through social media channel and blogs – The capacity to posting organic content over the social media platform and blogs channels gives an unimaginable benefit of online media for the business. This prompts a few chances for Betty's burger and Concrete Co. to associate with valued leads at no expense and it's the best explanation these organisations utilise online media stages (Grégoire, Salle and Tripp 2015). The stages likewise assist them with sharing pictures, recordings and stories dependent on the web-based media organisation. This is perhaps the most ideal way these organisations use the brand to the crowd to accomplish greater perceivability (Vinerean 2017).

Brand promotion using conventional media – Social media doesn't give for the time being results if the business doesn't advance themselves well. Betty's burger and Concrete Co. should continually make appealing substance to keep up to date with its adversaries and draw in with its crowd conveniently. The significant detriment of online media is tedious for the business. The showcasing and imaginative group should allot sufficient opportunity to painstakingly plan and post substance, screen them often, answer clients rapidly and measure the effect creation. For the purpose of the conventional marketing strategy, traditional print media and television ad campaign can be considered (Potvin et al. 2019). Through this mass marketing approach, the firm can reach to new customers with a grate pace.

Digital marketing plan:

To address the challenge and opportunities for the firm with the news marketing strategy, following matrix can be used:

Underpinning the strategies to overcome the threats and weakness while absorbing the strength and opportunities, following suggestion can be made that will result in changing marketing strategy for the Betty's burger & Concrete Co.:

Digital smart objectives

After performing digital audit and creating the TOWS matrix for Betty's burger & Concrete Co. two important digital marketing objectives have been created. Both are aligned to the overall strategic business objective of Betty's burger & Concrete Co.

Objective 1: To increase the social media conversion rate from 26% to 32% (20% average increase)

Objective 2: To surge the return customer visits by creating more appealing YouTube videos and add online loyalty points based on number room nights.

Proposed plan:

In order to achieve the said smart objective and implementing the strategies, firm should be considering the Search Engine Optimisation (SEO), Social media marketing, content marketing and conventional media marketing.

Use of SEO - With the help of the SEO marketing Betty's burger & Concrete Co. can develop appealing content that can aid the firm to produce higher traffic to their website through the organic search engine results. Besides, with the SEO webpage, on every search, Betty's burger & Concrete Co. can generate higher leads by ranking their page higher against each search (Baldwin et al. 2018).

Use of Social media marketing – with the social media marketing, brands has now become able to reach to netizens quite easily. As the Australia has 86.5% internet penetration rate, thus with the social media marketing via social media platforms like Facebook, Instagram, brand can promote their brands (Yao et al. 2019). Through providing quality images and value creation model, firm can provide much needed inside information to enhance consumer preference towards it.

Use of content marketing – in 21st century content is the king as it can turn the consumer behaviour. With the content via social media and conational media, Betty's burger & Concrete Co. can enhance their brand awareness. In new market, Betty's burger & Concrete Co. can consider the content marketing as it is a mass marketing mechanism at cheap cost (Seo and Park 2018).

Conventional marketing – with the help of the conventional marketing, print media and television publication will allow the Betty's burger & Concrete Co. to reach to new prospect consumers. As the Australia has 100% digital media penetration, thus conventional media will generate good response for the Betty's burger & Concrete Co (Seo and Park 2018).

Metrics and Resources Requirement

The 5M's measurements will be utilised for surveying the advanced promoting system of Betty's burger and Concrete Co. The following are the five measurements that could be applied for Betty's burger and Concrete Co.:

Labour (Human asset): This alludes to labour group utilised in carrying out the current advertising methodology or another arrangement. The group is additionally separated into more modest gatherings in executing various exercises of the arrangement. Model, one group for making on the web substance, one more to work intimately with an Ad office and the outreach group to chip away at client inquiries and securing of new possibilities and properties (Seo and Park 2018).

Materials (Product/Content): A different group is apportioned to deal with making new substance/online materials to draw client consideration. Recurrence and media of notices are concentrated completely and examined to help the general advertising technique in satisfying authoritative goals. This is a vital capacity as content goes about as an anchor to draw client's consideration and in upgrading new preliminaries/enrolments (Seo and Park 2018).

Apparatus: This signifies every one of the actual resources utilised by an association to carry out the showcasing methodology. On account of Betty's burger and Concrete Co. since the association works utilising web-based media for their item constructing exercises and client enrolments, they ought to have extremely hearty data innovation gear and servers set up. The availability speed and data transfer capacity utilised should be of a high request to empower fast slide progress speed and generally consumer loyalty (Wawrowski and Otola 2020). All specialised tangles should be every now and again checked and eliminated for ideal execution and client experience.

Time: Time is the most critical factor as the advancement/content planned should be dispatched inside the given time span to attract client's consideration and to expand booking rates, for instance, all special substance for Christmas should be arranged four to five months and should go inhabit least three months earlier.
Cash: The finishing up component of the 5M model is the money which needs to evaluate the current vital returns that Betty's burger and Concrete Co. will build through computerised advertising and make back the initial investment level that will be achieved.

Conclusion:

Underpinning the finding of the analysis, it can be seen that Betty's burger and Concrete Co. is one of the promising burgers and fast food chain in Australia. With aim to become the largest burger chain in Australia the brand focuses on providing best quality service. The brand has vision to become the market leader in the burger food chain in Australia and eventually expand its business over the different places in the world. With core mission to serve best burger in Australia, Betty's burger & Concrete Co. aims to provide excellent service quality to its consumers. With the strategy of low pricing and better servicing, Betty's burger & Concrete Co. operates in the market with aim to become the market leader in burger industry in Australia. Due to rising concern of the population regarding weight gain and deteriorating physical condition, demand of the fast food and burger industry has not grown to a great amount during last few years. Changing consumer behaviour as well as entrance of the new brand can lead to threat for Betty's burger & Concrete Co. As the opportunity of the business, its fast ability to expand in different cities of Australia can be mentioned. As of now the brand has 36 stores across Australia and it is aimed to open 150 stores in coming year in different cities in Australia. Market trend demonstrates that the market situation is not very enticing, however, market post covid19 pandemic is expected to face moderate growth. As per the macroenvironmental analysis, it can be seen that brand has good market presence, however, social media presence as of now is limited. Betty's burger and Concrete Co. though have dedicated social media application, yet it is not suitable to comply with the required standard. As the strategic change, it has been suggested that the brand should focus on the social media content promotion SEO, and conventional media marketing.

Reference:

MBA404 Consumer Behavior and Marketing Psychology Report Sample

Assessment Description

In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behavior determinants by analysing the role of perception, attitude, and motivation in consumer behavior.

Assessment Instructions

To help you start all three assessments in this subject on the right track, over the first three weeks of the trimester, your workshop facilitator will engage you and the rest of the class in preliminary discussions about the product or service you would like to choose. Please pay specific attention to your workshop facilitator instructions regarding products/services that are not permissible.

By the end of week 3, you are required to submit a validation step via MyKBS, under the ‘assessments tab’ > ‘Product/Service Validation’ icon. In preparing this step, you must explain which product or service you will focus on in all three assessments, when and where you bought this product or service, and what ‘need’ and ‘want’ did your chosen product or service fulfilled. You will also need to take a selfie of yourself and your selected product or a selfie of you experiencing the chosen service and upload it in the validation step.

The validation step is worth 5% of your grade in this subject, with 0% awarded for a rejected choice, 2.5% awarded for a partially approved choice, and 5% for an approved choice in full. Please note that you will not be able to submit any other assessment in this subject until your workshop facilitator has approved your choice, so be wise and don’t be late.

Once your workshop facilitator has validated your product or service choice, you are required to prepare a 1200-word written analysis by providing the reader with an in-depth analysis of how you have moved through each of the consumer decision-making steps.

In preparing your written analysis, you will also need to identify any possible issues that may have occurred during this process. Please use ‘Workshop 2 Student Handout’ as a starting point for your analysis.

More specifically, you must:

1. Analyse the need and want that led you to purchase the chosen product or service.

2. Examine the internal and external sources of information you used to purchase the chosen product or service. Please include screenshots of external sources of information to support your analysis and indicate your awareness set at the end of this section.

3. Evaluate alternatives and narrow down the chosen product or service attributes that satisfy your need and want. Please provide a detailed evoked set diagram to present your findings.

4. Analyse available purchase methods to determine how these methods impacted your decision-making process.

5. Analyse your post-purchase behaviour by identifying the chosen product or service features that reduce your cognitive dissonance. Please note that in this step, the topic of customer satisfaction should not be considered.

The findings presented in the written analysis must be based on primary research and should be reinforced by examining relevant secondary data. You must also incorporate theories and concepts related to consumer behavior discussed in weeks 1, 2, 3 and 4. You are required to use at least 5 sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your written analysis (not included in the word limit). Wikipedia and other ‘popular’ sites are not to be used.

The written analysis is worth 25% of your final grade for this assessment, and it will serve as the basis for the second and third assessments in this subject.

Solution

Present study contains validation steps and critical analysis of the recent purchase of goods or services founded on 5-step Consumer Decision-Making Process.

Analysis

Consumer decision making procedure consists of the customer for identification of their requirements, collection of information, analysis of some alternative and then takes purchasing decision. It should be noted that, consumer behaviour is affected by economic and psychological elements and are affected through environmental elements such as social and cultural values (Panwar, et al., 2019). Customer Decision making process is applied in order to make purchase decision in context with a product or services. For assignment help, In this process one does assesses factors which influence purchase decision as well as product use. The process does have five phases i.e. need recognition, search of information, assessing alternative, purchase and post purchase behaviour. All these phases have been discussed below in context with purchase decision made in respect of Apple air pods.

Figure 1 Consumer decision making process
(Source:Lamb et al. 2016)

Need Recognition: Need occurs when a consumer has to deal with imbalance between actual desired state. Recognition of need could be in any of three forms i.e. need, want and demand. Want relates to specific requirement of product or services with satisfies a need (Bangsa&Schlegelmilch, 2020). In present case I did not have any Bluetooth system in my car and I faced issue for communicating with my boss as well as customers while driving. In accordance with Maslow Hierarchy of Needs Theory cognitive needs refer to knowledge and understanding or exploration. For instance in present case if I would have changed system of car, I would have been able to communicate easily in car only and only single objective i.e. communicating while driving would have been accomplished. However, through understanding the need appropriately I made adequate decision by selecting air pods rather than making change in system of car.

Information Research: In this process I will research about product by internal and external sources (Bettiga, &Lamberti, 2020). It can be said that, at this stage, decision process of buyer tends to be change in continuous manner because customer need gaining more and more information with respect to the product by which their requirements could be satisfied. In the same way, I also search about Air pods of Apple Company by internal as well as external sources in order to ascertain whether or not my all requirements can be fulfilled by this product. In the given case of decision of purchasing Apple Air pods, I get experience of my friend regarding the same. Since, he has been using this Air pods from previous two years, and did not have any issues till date. He said me that, quality as well as battery backup is excellent and as compared to any other brandsair pods. Further, I also watched advertisement of Apple Air pods on the YouTube, which reflects about several noise-cancelling features about the product. This advertisement clearly shows about noise cancelation differentiation feature of the product. By application of the expectancy theory, it can be said that, my behaviour of purchasing Apple Air pods is significantly pulled through expectations of gaining positive outcomes as compared to any other company’s air pods.

Figure 2 Advertisement of Air pod on You Tube
(Source:Zebra, 2021)

Further, I also obtained information about Air pods from company’s website, which reflects about important information that boosts my confidence in that product.

Figure 3 Apple Air pods’s features
(Source: Apple Inc. 2021)

Evaluation of alternative: At this stage of consumer decision making process, purchaser developed criteria with respect to what they desire in a product (Willman-Iivarinen, 2017). I also performed the comparison of Apple Airpods with the Samsung ear buds. Thedesign of air pods is distinct from one another. I observed that, Apple’s Air pods has an angled stem that confirms about placement and removal in easy manner, while Galaxy Buds are more compact. Further, the battery performance is also optimal in Air pods of Apple as compared to Samsung, and therefore I get attracted towards it. The reason behind the same is that, if battery backup would not be adequate then it is quite probable that, several issues would be faced by me. Additionally, Apple’s Air pods have pretty decent microphone that reproduces the human vocal frequencies in accurate manner. Apart from all these features, one of the main aspects for purchasing Apple’s Air pods is that, I am iPhone user and therefore Air pods of Apple Company would be best for me.

Figure 4: Evoked Set for chosen product: Apple AirPods

It can be accessed from above diagram that I considered Samsung Galaxy buds but as the battery performance is optimal in Air pods of Apple as compared to Samsung, and I am a iPhone user thus I did not considered any alternative. Thus, I purchase apple airpods.

Figure 5 Apple Airpods v Samsung Galaxy buds
(Source:Phelan, 2019)

Table 1 Comparison of Apple's Air pod with Samsung
(Source: Owen, 2021)

Purchase: At this moment, consumer has been waiting for purchase in actual manner (Yacout, &Vitell, 2018). Once, all information is collected that includes feedback from previous consumers, consumer must reach at a rational conclusion with respect to purchase of product. Since, I collected all information from external as well as internal sources also obtain the experience and feedback of friend who already using this product, I decided to buy Air pods of Apple Company. There are distinct consideration with respect to manner of purchasing the goods or services such as use of individual income, loan, credit cards,personalloans, rent agreement or lease agreement, afterpay and others.I would like to purchase Air pods by using credit card because by purchasing with the same I can avail good amount of discount as well as cash back, therefore cost of Air pods can be reduced. Even I can purchase this product by using my personal income as I have sufficient saving but by this I could not avail any benefit, therefore purchasing through credit card would be best option. Moreover, by this option, I did not pay the whole amount immediately rather than in amount should be deposited in monthly instalments, and therefore I would not face any burden of expenses by purchasing Air pods.I will buy the product in next week from Apple Store that is situated near my office area. I would purchase it by using credit card.

Post Purchase behaviour: This part of the consumer decision making process consists of the reflection from seller as well as consumer (Consumer decision making process, 2021). In this stage, several consumer faces cognitive dissonance, which is the inner tension experienced by person after understanding an inconsistency between opinion and behaviour. It should be noted that, I would not suffer from this as I am already using mobile phone of Apple Company and therefore I am quite aware about how company provides consumer services and meet its criteria. By going through the terms and conditions of Apple Air pods, I noticed that, company is providing warranty for a period of one year for Air pods and any accessories that come with them. Further, if the Air pods or charging case battery possess lesser than 80% of its original capacity then it would be replaced by company. Therefore, such warranty and guarantee provided by company assists towards reduction in the cognitive dissonance.

References

ACCM6000 Capstone Assignment Report

Assessment Instructions

Develop the competitor analysis as follows:

- Conduct five key forces (Porter) which impact on your industry competition.

- Perform the PEST analysis for your company and compare the differences against your two competitors.

- Conduct a benchmarking review covering internal benchmarking, external benchmarking and best-in-class benchmarking.

- Describe the threats, bargaining power and competitive rivalry.

- Prepare your statement of advice addressed to the company’s CEO on how your company differentiates itself from its competitors and what improvements can be made to your company.

Learning Objectives

After completing this Individual Assignment, you will be able to:

1) Research information about the selected companies (using multiple sources)

2) Conduct a PEST analysis

3) Benchmark your company against two of its competitors

4) Articulate and recommend courses of action to differentiate a business against its competitors

Solution

Introduction

Qantas Airways is an international airline based in Australia. It is considered one of the oldest airlines. Qantas Airlines provides traveling service both domestic and international services. It focuses on the comfort and convenience of its customer. Qantas Airlines provides hotels, cars and travel facilities. It aims at flexible and safe traveling of its passengers. This essay discusses the five porter forces, pestle analysis and competitors of Qantas Airways to analyse its competitors like Singapore Airlines and Air China. Furthermore, the benchmarking review, threats, competitive rivalry and its competitive advantage are discussed.
Qantas Airways five porter forces

Porter five force analyses help the business to have a clear understanding of the competitors.

Qantas Airways five porter forces are:

1. Threats of new entrants - Qantas Airways face new competition in its market. This in turn changes the market conditions. An increase in competition affects the pricing strategy, cost and provides a new selling proposition to its passengers. Singapore Airlines and Air china are two big competitors (singaporeair.com, 2020). Singapore Airlines gives a tough competition through its quality customer experience service whereas Air china brand marketing strategy is a threat to Qantas Airways business. To survive in the competitive environment Qantas Airways need to invest in research and development to understand the competitor's activities (Bruijl, 2018).

2. Bargaining power of suppliers - The bargaining power of suppliers has a direct effect on the profit of Qantas Airways. The higher suppliers use their negotiation skills to earn huge income from airways leading to loss whereas a low supplier extracts limited money from airways leading to profit. Singapore Airlines and Air china bargaining suppliers are in dominating position so the negotiation power is less thereby making the competitors strong (Aithal, 2017).

3. Bargaining power of buyers - Customers often want maximum services at a minimum price. This affects the business of Qantas Airways in the long run. The bargaining power of its customer in its commutative industry Singapore airlines and Air china is strong as the company’s focus on providing customer oriented products and facilities to ensure growth and survival. Therefore to increase its sales it aims at increasing its customer base and focuses on innovating new products as customers bargain on the existing products so to reduce the bargaining power it continues to invest in innovation of the products.

4. Threat of substitute product - The substitute product the satisfying customer wants to retouch the profit margin for the Qantas airways business as it offers a better value proposition thereby diverting and attracting customer attention. The competitor industry Singapore Airlines and Air china products and service acts as a substitute for customer. Therefore Qantas Airways should improve its service quality, offer customer-oriented products and services and increase switching costs to attract and retain its customer.

5. Rivalry among the competitors - Qantas Airways faces intense competition in its industry from its rivalry competitors Singapore Airlines and Air China. The strategies of the competitors are stronger acting as a threat to Qantas business. This in turn forces the company to reduce its cost to retain customers thereby decreasing the profit margin. Therefore to survive in the fiercely competitive environment Qantas Airways offers differentiated products and quality services at affordable prices. It establishes collaborative relationships with its competitors to increase its market size thereby leading to the growth of the business.

Pestle analysis of Qantas Airways

Pestle analysis refers to the understanding of the external business environment.

Political factors

1. Travel restrictions - During the pandemic period, the governments of different countries restricted international travel. Maintaining sanitization and social distancing measures increased the cost of business leading to loss. Singapore Airlines and Air China too had to suffer loss due to travel restriction imposed internationally.

Economic factors

1. Increase labor cost - As the pandemic leads to a shortage of labor in the market. This increased the labor cost thereby increasing the cost of business (Walsh et al., 2019). Singapore Airlines is able to afford high labor cost due to its fixed infrastructure .This requires one time investment thereby helps company to maintain price whereas the unemployment rate is less in china therefore Air china does not face huge increase in labor cost. Increased labor costs and shortages reduced the productivity of the business leading to loss of the Qantas Airways business.

Social factors

1. Attitude - During the pandemic period the attitude of the customer and their needs and preference changed. Singapore Airlines satisfied customer wants through its innovative technology whereas Air china uses improves its product and offers variations to satisfy customer. The customer had a fear of infection so it created doubt in the minds of the customer regarding the sanitization and social distancing measures (Farah et al., 2018). This attitude and fear prevented customers from traveling leading to reduced sales of the business.

1. Innovative Technology - In today's digitized world Qantas Airways must be updated with technical innovation and use innovative technology to enhance the product and service quality for customers. Singapore Airlines is a, salient competitor due to its innovative technology whereas Air China works to improve its uses of technology to strengthen itself.

2. Cost reduction - Innovative technology helps the business to reduce its cost as it reduces the labor effort. Singapore Airlines is able to maintain its price due to fixed infrastructure and technology whereas Air China maintains its cost through its brand value.
Environmental factors

1. Weather conditions - Qantas Airways business completely depends on the weather conditions. The bad conditions affect the business as it leads to delay in flights and thereby reduces service quality.

Legal factors

1. Data protection - The airline's industry needs to focus on data protection. Qantas Airways has been successful to maintain its data protection and is known for its safety thereby helping businesses to increase their customer base. Qantas Airways gains a competitive advantage over its competetor Singapore Airlines and Air China through its strong data protection strategy.

Benchmark Review of Qantas Airways

Internal benchmark refers to the internal strength of the business. Qantas Airways internal benchmark is its customer data. The Singapore Airlines benchmark review lies in its innovative customer experience whereas Air china benchmark review lies in its brand marketing. The airline has been successful in retaining its customer loyalty through its data protection and quality loyal services focusing on customer needs and preferences. It aims at the safety and comfort of its customers.

External benchmark refers to the strength of the business in its external business environment. Qantas Airways external strength lies in its technical innovation (Malhotra et al., 2021). Singapore Airlines external benchmark is its positioning strategy and brand awareness whereas Air china strength lies in its brand value. The airline continues innovation in technology to reduce its cost, design new products and thereby satisfy customer wants. Innovative technology helps to reduce costs by designing new products as the bargaining power of buyer’s decreases and increases the customer base as it helps to improve the standard of products and services.

The Best in class benchmark for assignment help refers to the strength that helps the business to increase and maintain its high performance (Islam and Mamun, 2017). Qantas Airways best in the class benchmark is its international and domestic presence. On the other the brand value of Air china and brand awareness of Singapore Airlines due to its positioning strategy is strong .Thus Qantas Airways should focus on expanding on a global level thereby increasing brand awareness. The presence and reputation of the business help the brand to maintain its quality and performance.

Threats, Bargaining Power and Competitive Rivalry

Threats

- Singapore Airlines is known for its customer experience. It keeps changing its services to act customer this acts as threat to Qantas business as it diverts customer base.

- Air china is prominent among customer due to its brand value. This helps the business to increase its market size on a global level thereby acts as threat to Qantas Airways international presence.

Bargaining power - The bargaining power of suppliers as well as customers affects the cost of Qantas Airways business. A high supplier extracts huge costs from airways thus reducing the bargaining power of business whereas a low supplier extracts reasonable costs of the business thereby increasing the bargaining power of business (Varelas and Georgopoulos, 2017). Therefore Singapore Airlines and Air china has dominant suppliers thus their bargaining power is less. This helps the competitors industry to gain competitive advantage over Qantas Airways. The short customer base reduces the bargaining power of business as the customer wants high service at minimum prices whereas a large customer base increases the bargaining power of Qantas Airways.

Competitive rivalry - Qantas Airways faces intense competition in its environment. Its biggest competitors are Singapore Airlines, and Air china. This competitor affects the pricing strategy and revenues of the business. Therefore Qantas Airways enhances its competitive strategies and strengths to survive the fierce environment.

Recommendation

Qantas Airways differentiates its product from its competitors through its customer data and digital innovation which gives competitive advantage.

The recommendations to improve service and profit margin are:

1. Qantas Airways should establish a large customer base and strong relations with suppliers to reduce their bargaining power (Heiets, 2021).
3. Qantas Airways should ensure the safety measures in its working environment and sort labor issues increase its labour supply and improve production.
4. The Airways should ensure safety, protection and comfort of customers to attract and retain customers thereby increasing the customer base.

Conclusion

In conclusion, Qantas Airways is an international airline based in Australia. It is known for its customer service. Its two big competitors are Singapore airlines and Air china. These competitors are strong due to their attractive strategy leading to success of business. These act as a threat to Qantas Airways business as there attractive strategies and competitive advantage affects the customer base of Qantas Airways. The business is successful due to its digital innovation and customer data. This helps businesses to survive a competitive environment leading to the growth and success of the business.

References

BE955 International Marketing and Entrepreneurship Assignment Sample

Assignment structure

Title

- The title should not be too long
- It should reflect the topic chosen (e.g. three key words in the title)
- The title is posed as a statement, not as a question
- The topic should fit your master’s degree
- The topic should not be too wide/general in scope

1. Introduction (about 150 words)

- You will link your topic briefly to your master’s programme

- The focus of your study and how it is placed in a research context in terms of your discipline.
(E.g. international marketing - customer relationships - branding – India to China - service sector)

2. Rational for the research (about 200 words)

- Justification for the dissertation research: Given what is already known on the specific topic, what is the knowledge gap that deserves a study? For an applied research project that does not address a knowledge gap in the literature, please establish the strategic importance of the concerned practical problem to an organisation or a population.

- Significance of the study: Why do you believe the proposed study is important? (e.g. the research problem is of strategic importance to an organisation, or potential impact on the society)

3. The objectives and scope of the research (about 150 words)

- Research aim: Overarching statement on what the study aims to achieve in one or two sentences

- Research questions: What is the research question or questions? The research question or questions should directly address the identified knowledge gap or practical problem.

- Research objectives: List at least two or three specific objectives. E.g. to find out what enables or hinders a circular economy, etc. If necessary, provide additional information to define the scope. For example, the context of the study is the UK, or this study only considers the perspective of consumers and excludes other stakeholders, etc.

4. Literature review (theories, concepts, definitions, the most relevant studies on your chosen topic and their key findings) (about 800 words)

- In relation to your disciplinary area, in general (e.g. consumer behaviour, supply chain management, etc.)
- In relation to your chosen topic, more specifically (e.g. brand management)
- What others have studied on the most relevant topics in a same context or different contexts, and what are their key findings?

A short paragraph at the end of this section to summarise the knowledge gap on your chosen topic, which will be addressed by your proposed study. For an applied research project, please summarise the potential solutions to your practical problem.

5. Methodology (about 400 words)

Describe your methodology, data collection procedures, data analysis methods, and justify each of them briefly. The justification should be related to the nature of your research and your research questions/objectives.

6. Expected outcomes/contributions (about 150 words)

‘Wrap up’ as to how all aspects above fit together and will be relevant. It should link back to the introduction by saying e.g. ‘this study is innovative; this study will generate new knowledge on...; this study will solve an important practical issue faced by ...’ etc.
Expected outcomes: e.g. empirical data that can help to understand:

- The what (variables; experiences; perceptions, attitudes, behaviours; actions)
- The how (processes, practices, systems, etc.)
- The why (internal and external conditions, causation, correlations, etc.)

These should be in relation to your research questions(s)/objectives: e.g. the link between networking behaviour of Chinese immigrant entrepreneurs and their business chances in the town of Southend; e.g. a robust NHS staff scheduling heuristic to cope with the unpredictable demand in the COVID-19 pandemic.
Potential contributions: e.g. to support policymaking; a model or framework to improve environmental sustainability; to improve operational efficiency of an organisation.

7. Timeline for completion (about 150 words)

Draw a Gannt chart or something similar considering the following:

- Most research works will be done in the Summer

- Ethical approval is required before primary data collection

- Including the deadline for submitting the draft to the supervisor!

- Set a time for your fieldwork (in the UK or abroad of about 2-3 weeks in July, on average)

- Set a time for your analysis and write up after the fieldwork

- Practical issues: assess likely contingencies; calculate the time of any potential holiday breaks or other commitments (this must be subtracted from any activity in the plan to make it viable.

Contingency plan: You should also highlight potential challenges which may prevent you from carrying out the proposed study, and your contingency plan.

References (excluded from the wordcount)

Biography information of the references cited in the main text, presented in the Harvard or APA 7th edition referencing style but not a mixture of both

Solution

1. Introduction

Leaders are vital assets of the organisation that aims to bring co-ordination among employees and attains the organisation’s goal. Involvement of effective leadership skills is crucial to bring great confidence among employees and motivate them well in order to satisfy the customer’s need further. They are responsible to create a positive organisation culture and sustain enthusiastic environment around the community for assignment help.

The proposal will try to investigate the essential leadership skills that can exert great impact on organizational performance and promote the overall growth of business. Role of a manager is only restricted to achieving the short-term business goals but leaders are responsible for creating long term vision and influence others to achieve the vision. Therefore, the research will assess the impact of leaders that can make significant changes on organizational performance.

2. Rationale of research

The research will shed light on the differences between management practices and leadership practices as often both the concepts overlap and create confusion (Guhret al. 2019). In this research, the researcher will try evaluate the impact of leadership on organisational performance and prepare objectives based on the research phenomena. Collecting evidence based on phenomena on the participant for a specific period of time will allow the researcher to point out the present issues in leadership. As poor leadership style concerns a negative performance in the organisation, it is intricately important to study the effectiveness of leadership practices. Improper communication issues of leaders can also imply a challenge in the surrounding environment of employees that also need to be resolved to create a sustainable organisation culture.

Significance of the research

Role of leaders not only impact on the performance of organisation but also impact on the development of community. The research will try to generate the importance for leaders that can motivate their employees to reform their practice and contribute in larger context.

3. Objective and scope of the research

Research aim

The aim of the research is to explore the impact of leadership on organizational performance and evaluate the benefit of effective leadership style application on an organization.

Research question

- How can poor leadership imply a negative performance in the organisation?

- What are the potential challenges confronted by the leaders in the organisation?

- How communication issue creates a gap between leaders and employees in the performance of the organisation?

- How have the leaders challenged themselves in the ongoing Covid-19 crisis?

Research objective

- To identify the factors that affect the leadership styles

- To determine the impact of effective leadership in organizational performance.

- To evaluate the common leadership challenges.

- To suggest plausible recommendation to overcome the current issues in leadership

Research scope

Scope of the research is to determine the contemporary issues in the modern-day leadership and use relevant real life examples of leadership so that impact of the leadership on organizational performance can be elaborately depicted. In order to evaluate the impact of effective leadership on organization, the research will consider the perspective of both internal and external stakeholders that will help in understanding the overall influence of leaders on organizational performance.

4. Literature review

Factors affecting leadership style

Technology

Technology can influence the business environment dramatically overnight. The leaders try to adopt different leadership styles and adjust according to it to accomplish the technological needs of the organisation. Research and development practices also trigger the leader’s minds to deploy innovative techniques in the firm to make the operations easier.

Organisational culture

Culture varies widely depending on the history and crisis of the existing and potential leaders in an organisation. Based on the views of Al Khajeh(2018), culture is difficult to change as it is highly dependent on the customs, formal systems, traditions and long-held information of the company. To suit the needs of the firm, leaders undergo transparent leadership style to respond appropriately for different circumstances.

Organisational environment

As organisations have their own specified working environment, the values of the company are recognised to be the legacy of the past and current leaders. The leaders often care for the shareholders, employees, customers and working community through a defined leadership style to make up the personality of the firm.
Impact of leadership in organisational performance

The leadership style encountered by the leaders of the organisation significantly impacts the level of engagement and dedication of employees. They are able to inspire, motivate and nourish the potential employees by building loyalty and trust to influence the team’s actions. Positive leaders alert the mind of the workers where the employees greatly respond to the leaders to seek their interests with a positive outlook (Mui, Basit & Hassan, 2018). Involvement of effective leadership strategy in the organisation increases the customer satisfaction rate as employees tend to be happier and cohesive to provide better service to the consumers. Good leadership raises the sales and revenue of the organisation as it is a crucial part of the leaders to be committed and have guts to imply higher growth expectation for the firm. Increased productivity is another positive impact of leaders towards organisational performance as they concentrate on engagement and motivation instead of authority style.

Challenges of leadership

Communication issues

Poor communication between the leaders and employees indulges a frequent leadership challenge. The most common and authentic problem disassociates with the business leaders as their communication sometimes lacks authenticity. It is either due to failing in understanding the employee perspective or due to external environmental implication that has led to a barrier between the employer and employee (Razzaq, Sami & Hammad, 2020).

Inadequate leadership

Inappropriate leadership can discern poor management with the employees due to which they remain unclear about their roles and responsibilities in the organisation. It tends to create disengagement and lack of motivation among the employees as they are unable to focus on their duties with too many distractions.

Lack of problem-solving and negotiation skills

Failing to acquire proper problem-solving skills incurs the absence of a methodological approach of the leaders to solve the problem. It occurs due to the lack of commitment to address the problem or misinterpret it on the cause of having no knowledge on the problem solving and negotiation tools or techniques.

Overcome the issues of leadership

Open communication is the foremost way to address the leadership challenge of communication as it can improve the employee’s confidence level and boost increased growth in the organisation. As per the views of Khan et al. (2018), leaders need to respect and accept feedback based on their engagement level with the employees as it can clarify the roles of the workforce as well as endorse sustainable culture within the firm. Allowing collaborative practices within the company is crucial to split the teams into smaller groups for larger projects to avoid management issues with the employees. On the contrary, reduction of the cultural gaps among the workers by creating more awareness in the company is important to overcome the barriers between the employees and leaders.

Theoretical insights

Implementation of Behavioural leadership theoryis effective to focus on the actions of the leaders as per the demands and requisites of the employees. It promotes the value of leadership style by encouraging the workforce to support the individual needs based on the circumstances (Alhashediet al. 2021).

Figure 1: Behavioural leadership theory
(Source: Alhashediet al. 2021)

Involvement of the Michigan model of Leadership is crucial for the leaders in order to achieve the highest employee productivity and satisfaction rate. The leaders need to change their attitude by positive means by understanding the discrepancies of the workplace and the physical needs of the employees.

Figure 2: Michigan model of Leadership
(Source: Arif&Akram, 2018)

Literature Gap

The study has used qualitative research methodology that is often time-consuming and can imply complex result work due to the subjective responses of the leaders. Another literature gap is the use of a cross-sectional time horizon for the study that is not effective to analyse the behaviour of leaders over time to showcase their impact on the organisation’s performance level. The ongoing crisis of Covid-19 is regarded to be a knowledge gap due to which the researcher has not presented vivid findings of leadership effectiveness in different realistic organisations (Para-González, Jiménez-Jiménez & Martínez-Lorente, 2018). In order to resolve the literature gap, the researcher can use mixed methods of research that could ensure contextualised insights of both qualitative and quantitative data. Involvement of longitudinal time horizon could be advantageous in terms of conducting the research for a longer time by identify the different behavioural characterises of leaders for organisational performance. The researcher needs to identify the potential problems of leaders in the pandemic crisis in order to provide a realistic solution to the problem and increase the visibility of the research scope.

5. Methodology

5.1 Research philosophy, approach and design

1. Research philosophy

The research will apply pragmatic research philosophy as it will allow the researcher to collect both qualitative and quantitative data and build compact ideas about the research phenomena. As the research will try to investigate the influence of leadership on organization, therefore, pragmatism research philosophy will enable the researcher to form both subjective and objective knowledge about the research topic (Snyder, 2019). Pragmatism research philosophy also enables the researcher to select the most effective research approach that can help in addressing the research issues. Involvement of Behavioural theory of leadership was followed to address the leadership challenges in the study through a pragmatic approach.

2. Research Approach

Implementation of a specific research approach will help in developing details and plan and process of data collection so that aim and objective of the research can be attained. The research will include the inductive research approach to include specific information about the research phenomena. Inductive research approaches provide opportunities to develop research objectives and allow the researcher to apply specific theories and models that help in setting the pattern of the research.

3. Methodological Choice

There are three types of research methods such as mono method, mixed method and multi-mixed method that provide guidance to the research to conduct their research in a specific way. Mono method comprises only one type of research methodology such as qualitative or quantitative. On the other hand, the mixed method commonly used the combination of two methods and the multi-mixed method selected a wider range of methods to address the research phenomena (Al Khajeh, 2018). In this research, a mono method will be most appropriate for the research that will allow the researcher to collect qualitative data. Inclusion of non-numerical data will help the researcher to develop authenticated outcomes that develop clear understanding about the impact of leadership on organizational performance.

4. Research Strategy

Research strategy plays a critical role in introducing the main components of the research; therefore, selection of effective research strategy will enable the researcher to attain the research objectives.In this research, application of qualitative interviews will be appropriate as it will allow the researcher to collect concise information from the selected participants. The research will include 5 randomly selected participants and gather their view about effective leadership impact on an organization.

5. Time horizon

The research will include the cross sectionaltime horizon method that allows the researcher to collect data from a singular point of view and it restrain the researcher to practice any type of data manipulation technique. Longitudinal studies are more suitable for acknowledging the impact of changes on population. However, in this case, cross sectional study is more significant as it will provide an opportunity to describe the present situation of an organization and its employees.

5.2 Data collection and analysis technique

Data collection

Primary and secondary data collection processes will be involved within the research to collect information that has already been tested. Due to the nature of the secondary data collection process, risk of failure of data will be minimize and the research will be able to present more accurate and authenticated research outcome (Cr, 2020). On the other hand, primary data collection process will also allow the researcher to conduct interviews with participants and encourage them to share their opinions about the research phenomena so that fresh hand information can be incorporated within the research.

Data analysis

Thematic data analysis method will be incorporated within the research so that appropriate themes can be made based on the collated information (Mohajan, 2018). Involvement of thematic analysis will enable the researcher to evaluate both numeric and non-numeric data and present significant research outcomes.

6. Expected Outcome

It is expected from the study that organisational environment, cultural background of the company and technological alliances are regarded as the most important variables for underlying the leaders on a good note. This study will generate an innovative knowledge on the impact of leadership on the performance ability of the organisation as it is responsible to boost sales revenue, generate increased employee motivation rate and loyal customers. Involvement of qualitative research methodological process is utilised in the study as it will incorporate the human experience of leaders. The researcher can also solve the practical issues of the leaders by fostering open communication channels and maintaining transparency among the employees through increased feedback sessions. In order to make a significant impact for the leaders for organisational performance, they need to reduce cultural gaps and foster open communication in a positive way (Arif&Akram, 2018).

7. Timeline

Gantt chart

Missing the deadlines of each work can incur over budget of the research project and delay the step-by-step acts with a great surge in the management schedules. The researcher needs to take care of the timeline through a time tracker to maintain a healthy workflow in the project.

Reference list

MKG203 Digital Marketing Communication Assignment Sample

In this assessment, you will develop a ‘real life’ digital marketing communications (DMC) plan for an organisation. Imagine you are a DMC consultant for this organisation. You will choose an organisation and develop a plan for it, engaging concepts and strategies explored in the subject. The idea here is to critically analyse the current DMC approach of the organisation in relation to the marketing environment it operates in, and identify DMC strategies you think would improve its performance, supporting this with DMC concepts from the subject and current literature in the field (e.g., could be anything from journal articles, blogs, online guides, YouTube videos, research reports etc.). The key here is to provide justification to strategy development.

Instructions:

Your task for this assessment is to prepare a report providing:

1. Title page, table of contents

2. A report introduction

3. A brief company introduction

4. Situational analysis: Include digital competitive analysis (two direct competitors) and digital SWOT analysis

5. A brief summary of the company’s target marketing, positioning and branding from a digital perspective and any recommendations for these strategies

6. DMC Objectives. These should be clear and specific of what you want to achieve from the strategies (SMART objectives)

7. DMC Mix plan. This is where you present your recommendations substantiated by research/course work engagement and reference to best practice. You should consider recommendations for topics such as: Website design and Conversion optimisation, Search marketing, Email marketing, and Social media and Content marketing, Digital advertising.

8. Evaluation. How will you measure the performance of your strategies? How are you able to measure if the objectives have been reached?

9. Conclusion.

10. Appendix. In the Appendix, you are to select two (2) of the following practical tasks for completion. These should support your ideas presented in the DMC Mix plan. The practical example must be supported with a brief rationale of the strategy.

A website re-design. This could be done using a mock design of the home page or alternatively, you could take a screen shot of the existing web page and annotate your changes on the relevant pages.

Design and present a short monthly company email newsletter.
Design a Google AdWords search advertisement.
Design a Facebook or Instagram advertisement.
Design a social media post example. This should be a combination of text, image and/or video.
Design a social media banner for a specific platform.

Solution

Introduction

Digital marketing communications (DMC) are generally the digital marketing method equivalent to the conventional marketing communication mix (Kim, Kang & Lee, 2021). The significance of the digital marketing communication lies in connecting a business organization with its clients or customers while they are online and this type of marketing communication plays a great role in all the industries around the globe (Bartosik Purgat, 2019). In this context, the aim of this reports for assignment help is to develop a real-life digital marketing communication plan for Dominos. In regards to this, this paper would conduct a situational analysis by including digital SWOT analysis and digital competitive analysis. This study would also demonstrate positioning, target marketing and branding of Dominos from a digital perspective. DMC objectives would be portrayed with the help of the SMART objective framework. A DMC mix plan would be done and afterwards, this report would evaluate the entire DMC plan as well.

Company Introduction

Domino’s Pizza or Domino’s is a multinational pizza restaurant chain based in the United States, which has been continuing its business operations since 1960 (Dominos, 2022). This organization is headquartered at Michigan in the US. Domino’s has stores in more than 85 countries and in 5700 cities all over the world. At today’s date, Domino’s has been turned into the recognized world leader in terms of delivering pizza (Dominos, 2022). This organization has dedicated itself for delivering as well as making delicious food with the high-quality ingredients. Domino’s has always aimed at offering exclusive pizza with the awesome food quality and the clients can also get the value for money simultaneously.
Situational Analysis

Digital Competitive Analysis

Table 1: Competitive Analysis Table
(Source: Dominos, 2022)

The table shown above has ranked Domino’s along with its two major competitors with respect to several marketing factors such as product, quality, pricing, place, promotion, positioning, reputation, people and partnership. As per the table, it can be well-understood that Domino’s has a good position within the marketplace in terms of competition but KFC is the one who has created a constant and a potential influence within the food and beverage industry. However, the positive fact for Domino’s is that this organization has already surpass KFC with respect to the factors of marketing aspect like pricing, partnership and people.

Digital SWOT Analysis

Target Marketing, Positioning and Branding

The major target marketing for Domino’s is associated with the youth and children from the upper and middle classes from the urban areas and cities all over the globe. In other words, the lower middle class, middle class and upper-class income groups are the target markets for this pizza restaurant chain (Bala & Verma, 2018).

Positioning of this particular brand is related to the best pizza home delivery services. Domino’s has mainly positioned itself with the strategy “Delivered in 30 minutes or it’s free”. Such positioning strategy has worked for Domino’s and the brand has gained immediate attention (Dominos, 2022). This organization advertises their quick delivery time as well as the fact that they also have changed recently their recipes for meeting the needs of their customers. This organization also tries to advertise its online accessibility and affordability in order to order the take out.

Domino’s opened in numerous stores at today’s date by enhancing the total number of store locations of this company in more than 85 global marketplaces. Hence, in this context, this global pizza restaurant chain has adopted two strategies of branding such as product or range extension and brand extension (Rozaq, Hastjarjo & Slamet, 2021). Launching new food menu or beverages simply carries the established brand name of domino’s and it also plays in the same broad categories as its stablemates

Recommendations - The brand extension method should also be used because this organization seeks for broadening its reach by launching services or products within a new market under an existing brand name. On the other hand, this organization should start a food section, which would be appropriate for the health-conscious people.

DMC Objectives

The objectives of the Digital Marketing Communication Plan can be deployed on the basis of the SMART framework (Vieira et al., 2019). The SMART framework always helps the business personnel in pushing his or her associated organization further and also provides the organization with a sense of direction as well as helps in reaching and organizing the goals of this company.

DMC Mix Plan

The DMC Mix Plan considers a single idea of promotion and also aims at adapting the similar message to be consistently displayed over various online or digital platforms selected (Kim, Kang, & Lee, 2021). Its online equivalents are known to be the channels of digital media and are also employed in several off-line and online campaigns (Bartosik Purgat, 2019). This particular plan comprises of several platforms or channels, tools and content of digital media, which are created for promoting or marketing a service or a brand. There are several tools of digital communication, which are associated with the DMC plan. In order to develop the DMC mix plan for Domino’s, email marketing, social media and content marketing, search marketing and digital advertising would be taken into consideration.

Email Marketing – With the help of this particular strategy in DMC, emails would be used for promoting the services or products of the business operations of Dominos (Hammou, Aboudou, & Makloul, 2020). It would help this company to make its customers aware of the latest items or offers. It would be a cost-effective method of promoting products of Dominos and communicating with its customers and reaching its business goals (Referred to appendix 1). Personalization of messages, segmenting all the subscribers, sending mobile friendly emails as well as automating email campaigns while possible are the important strategies that can be utilized by Dominos while using the email marketing method (Bala & Verma, 2018).

Search Marketing – It is also known as a growth marketing strategy where a paid advertisement is used by a certain business organization for appearing over top of search engine results pages (Rozaq, Hastjarjo & Slamet, 2021). Within the DMC mix plan, the advertisers associated with Dominos should bid on the keywords and their target customers into the search engines like Bing and Google while looking for particular food manus and beverages (Referred to Appendix 2). Social marketing makes a measurable and controllable form of the digital marketing, which would help businesses to generate sales and leads for Dominos (Vieira et al., 2019). This method would allow advertisers of Dominos for displaying their ads along with the results of organic search by earning them the much-required visibility, which can generate traffic of website.

Social media and Content marketing – Social media marketing can be defined as the use of the websites and platforms of social media for promoting a service or product (López García et al., 2019). On the other hand, the content marketing strategy is defined as a strategic marketing approach aimed at the distribution and creation of the consistent, relevant and valuable content for attracting and retaining a clearly demonstrated audience and ultimately for driving the profitable action of customers (Kim, Kang & Lee, 2021). Dominos can utilize some important social media marketing strategies like creation of an effective content marketing strategy, creation of a personalized experience for the consumers, use of chatbots, creation of a community for the audiences of Dominos, jazzing up the profiles with a diverse content marketing strategy, use of the brand advocates, creation of profiles over the relevant channels, establishment of a social media budget, running cross-channel campaigns and so on (Hammou, Aboudou & Makloul 2020).

Digital Advertising – This particular method in DMC mix plan is defined as the marketing process over the online channels like streaming content, websites and so on. In other words, it is referred to a form of advertising and marketing that utilizes the internet for promoting services and products to the platform users and audiences (Bala & Verma, 2018). With the help of this particular strategy, a plan would be set to establish a strong internet presence for Dominos through several online channels like social media, paid ads, organic search and the other web-based mediums like its websites. It would take into account what the business operations of Dominos are doing well currently and what this organization is missing in relation to the objective that has been set by the company so that it can be capable of easily accomplishing it.

Evaluation

After deploying the Digital Marketing Communication strategies, it is important to properly measure the performance of these strategies. In order to do the performance measurement, some important factors should be taken into consideration such as brand awareness, lead generation, customer acquisition, thought leadership, engagement, website traffic, lead management or nurturing and so on. Hence, in this context, detailed research should be conducted and multiple personas of buyers should also be created. Moreover, precise keywords should be created as well as customer-oriented contents need to be created.

In order to measure the accomplishment of the objectives of DMC mix, it is important to evaluate whether achievable goals have been set. As specified in the earlier section, the objectives for this digital marketing communication have been portrayed with the help of the SMART framework. Thus, it must be a stated that achievable objectives have been set for advertising and investment in growth for making their campaigns more profitable over time.

Conclusion

After conducting the entire study, it can easily be stated that the entire report has successfully developed a Digital Marketing Communication plan that would efficiently help Dominos for better understanding its brand message and audiences as well. In addition to this, deployment of the in-detailed DMC mix plan would help this organization in keeping and creating clear path to easily communicate with the customers who would see the contents of Dominos, notably over the social media posts, reviews, messages and website comments as well. Before deploying the marketing plan, this study has also successfully conducted situational analysis along with identifying the important objectives behind the implementation of this communication plan as well.
 

References

MRKT20057 Global Marketing Assignment Sample

Assessment Task

Assessment Task 2 is designed to encourage students to engage in independent learning, as well as develop the skills to analyse various environmental issues that influence a company's international marketing decisions. To undertake an in-depth and extensive Environmental Analysis, each student is required to select a real company/brand in the Australian dairy industry. The company chosen already competes in the domestic Australian market, and requires you to investigate the potential opportunities and/or threats that exist in one of the following markets for their products:

- The USA
- South Korea
- China
- The UK

You are required to conduct an environmental analysis on the country selected to evaluate the potential opportunities and/or threats that may influence the chosen company's entry into that country. Environmental factors to be analysed may include economic, financial, political, legal, social, cultural, technological and other contemporary factors. If an environmental factor does not have an impact on companies international marketing decisions, it is irrelevant and, therefore, should not be included in this report.

You must reinforce your discussion with clear evidence by in-text referencing (i.e. books, academic journal articles, industry and government reports, charts, diagrams, websites and newspaper articles, dating no further back than 2015). You are highly discouraged from simply downloading country profile data from CIA fact book, Wikipedia, or generic online sources.

Notes and Important Advice:

- Assessment Task 2 is an individual assessment task.

- Word length: 1600 words (excluding the title page, table of contents, reference list, appendices and charts).

- Two (2) points will be deducted for assessments that are under 1400 or over 1800 words.

- Students should support their discussions with at least 12 academic references.

- The report should be formatted as follows: size 12 times new roman font, 1.5 line spacing.

- There will be a late penalty of 2 marks (5% of 40) for each day late.

Assessment Criteria

This task will be assessed based on the following criteria-

- Executive summary - (10%)
- Introduction: Background research on product and country selected (20%)
- Environmental issues: Explaining issues related to products and country selected - (40%)
- Interpretation: Integrates issues using different perspectives and positions - (10%)
- Strength of arguments - (10%)
- Writing styles - (10%)

Solution

Introduction

The internal and external environment of business organisation carters for the stimulation of macro and micro factors and respective drivers which conducts part in business operation (Perera, 2017). Big M is a brand of flavored flavored milk that was founded in 1978 in Victoria Australia. The organisation serves its customers with flavored flavored milk drinks and products such as original chocolate, bigger chocolate, strawberry, ice coffee, banana, egg flip., cookies and cream, and fruity mix (About Big M, 2022). The size and capacity of organisation is variability very large as it severs 19 million liters per year back in 2000. At the current date, organisation is a big empire in Australia that serves more than 70 plus flavors in Australia. Additionally, flavoured milk market in United Kingdom has been growing 7% with sales of 389 billion.

Big M is an organisation that has invented many new and different types of flavored milk products which have huge popularity among citizens of Australia (Deborah Jackson, 2022). Environmental analysis in terms of business operations means a place and examination of the drivers that might be positive or negative in supporting the business of a particular company new or established markets (Dixon et al., 2013). Big M after huge popularity in Australia, to seek an opportunity to its brand on a global platform for assignment help.

The organisation aims to carter for its entrance with the same business of flavoured milk products in the London, United Kingdom (Shortall, 2019). The environmental analysis towards entrance into the United Kingdom's market in the flavoured milk and with opportunities will be presented in the above report. The first section of the report will analyse the PESTEL factors that have opportunities for Big M in the entrance towards the dairy market of the United Kingdom. Analysis of the similar data on the bases of figures and data of the flavoured milk with Big M's capacity. The Unique selling price of organisation that can govern a place in the million-euro industry of the London, United Kingdom for Big M will be identified in the last section of the report.

Environmental Analysis

PESTEL factors are attributed to the factors like political, social, economic, legal, technological, and environmental factors which are used to understand the macro factors that drive the smoothness and sensitivity of business working in the new marketplace (Perera, 2017).

Political factors: trade restrictions, reforms, and political stability of government affect the business growth, entrance, and position of competition of the organisation. The government stability and GDP of country United Kingdom have been very stable. London itself is very stable yet highly competitive place where in business can be introduced. The country often supports multinational and national businesses as it aids in GDP enhancement and employment strands for people (Romano et al., 2018).

The Big M might get good level of support after Brexit in the United Kingdom as the trade fees and trading pressure of many other competitors has made issues in services and product quality. Contorted to the entrance of a 40-year-old competitor in the market which has less link to the pressure of Brexit might govern good business internally in the United Kingdom (Rocha et al., 2022). Flavoured milk can be sold in the country that has stability and supports business by Big M.

Figure 1 reduced inflation rate of the UK
(sources: thedairysite.com 2022)

Economic factors: Economic factors include growth, interest rates, exchange rates, inflation, wage rates, working hours, and cost of living. The average growth in inflation every year of the United Kingdom is similar to that of Australia and in some years was very less. The financial stability of the country has been very swift after covid 19 pandemic as well. The organisation has any new opportunities to explore the flavoured milk as it is vast, economical, and popular with a high customer base. United Kingdom has the 6th largest GDP in the world as it has 89% of business organisations. Additionally, only London as one city contributes to 530 billion every year, which is covering 13% of total flavoured milk market in the country. This might be an additional factor in support of Big M towards launching its Flavoured milk in the London (Coyle et al. 2019).

Legal factors: Factors include the legal structure of the country which the organisation needs to follow. For Big M the practices of registration, quality certifications, patents, verification marketing structure, employment contracts, and laws all have to be sectioned in the form of all types of United Kingdom legislation and verification (Mahato et al. 2022).

The legal structure of the organisation can be parted into three parts company policies, national policies, and international policies which Big M needs to follow attributing laws of the world trade organisation, Australian laws, company policies, and the United Kingdom laws as well. Often legal factors are termed as threats as any issue in paperwork might create another type of issue in the functioning and marketing of Big M which must be intensely managed by the organisation (Pan et al., 2019).

Technological factors: Innovation, technology, payment systems, data management systems, operational systems, and transportation facilities for each product of the company are conducted in the respective factor. The organisation serves supermarkets and regulates all types of demand and supply chain distribution through cold storage vans which are used in the delivery system. Mostly it serves from online websites as well which have secured payment channels as well (Uberoi, 2020). The organisation has been serving customers for 40 years but the evolution of technology has been seen much in its genres hence, Big M when entering the London, United Kingdom market needs to revamp the idea of technology with the dairy tech of the native place.

Social and cultural factors: Factors include cultural aspects, health and safety consciousness population and growth rate, and various demographics. According to the data, the next decade might see a 40% rise in the flavoured milk due to high demand in London and Manchester (March et al., 2014). The society and culture of the United Kingdom have much relied on flavoured milk as coffee and flavoured milk supplements which can be huge merit for Big M as well (Basu, 2022). The size and capacity of organisation is variability very large as it severs 19 million liters per year back in 2000.

Additionally, the capacity of the organisation in terms of finance and experience is very high, which can tempt new investors in business natively from the London, United Kingdom to support the cultural blend of the organisation. The Unique selling price of an organisation is its flavours and real taste in flavoured milk drinks (Costa Font and Revoredo-Giha, 2018.). Hence, better opportunities for Big M can be seen in the industry. The market covers 13% of total population in flavoured milk products in London.

Figure 3 Flavored milk production in countries of the EU
(sources: thedairysite.com 2022)

Environmental factors: factors include the factors like awareness of climate, effect of business on environment and sustainability. Additionally, the practices were chosen by the organisation in creating a positive and negative impact London, United kingdom’s environment. According to Big M natural and most sustainable practices are chosen so that the quality and type of flavoured milk in drinks are made. Big M, has made another attempt in testing almond and coconut flavoured milk in drinks towards market testing in Australia so that a new product range for a vegan audience can be created as well (Clegg et al. 2021).

Figure 4: each attributing pole for the flavoured milk in the UK
(source: sciencedirect.com 2022)

Interpretation: Integrates issues using different perspectives and positions

In terms of competition many national and multinational organisations have been serving flavoured milk products in the London, United Kingdom for a very long time. But the Unique selling price of the Big M is authentic flavour and taste has been giving its revenues in Australia. Additionally, the opportunity in the 13th largest milk and the demand of flavoured milk products is very high (thedairysite.com 2022). The data interpretation can be governed by the base's highest revenues from Arla Aylesbury (most famous dairy company of London, United Kingdom) in the year 2014 about 10 million only from flavoured milk products ate very popular in the country which has many brands.

Figure 5 Main type of farming in the UK
(source: sciencedirect.com 2022)

11,900 dairy farms in which 67% of farms own milk production are present in the United Kingdom, this can be a major support to Big M towards raw material. Additionally, many business organisations have been making only parts for the transportation of goods which can be another support to Big M. The multinational and native local stores like Tesco, Sainsbury, Planet organics, and Lidl often support international brands so that they can bridge their international positions which can be used as a strategic alliance chain by Big M (darigold.com 2022).

Strength of arguments

Strength in the argument towards the entrance of Big M lies under only two pillars that are Unique selling price of the brand and experience in the Australian market. The organisation has been serving for 40 years in Australia, and the industry in the UK is very big as 150 million euros supporting the pats and business of the organisation and even its vision of quality and price of products. London itself is very stable yet highly competitive place where in business can be introduced which covers 13% of market share of flavoured milk sales. The organisation has mastery in flavours and support for new flavoured milk flavours is governed by innovation. Big M’s entrance as a 40-year-old competitor in the market which has less link to the pressure of Brexit might govern good business internally in the London, United Kingdom (ciencedirect.com 2022). The size and capacity of organisation is variability very large as it severs 19 million litres per year back in 2000.

References

BBE351A Ethics and Social Responsibility Assignment Sample

Case Study:

Apple Took Three Years to Cut Ties with Supplier That Used Underage Labor Seven years ago, Apple made a staggering discovery: Among the employees at a factory in China that made most of the computer ports used in its MacBooks were two 15-year-olds.

Apple told the manufacturer, Suyin Electronics, that it wouldn’t get any new business until it improved employee screening to ensure no more people under 16 years of age got hired. Suyin pledged to do so, but an audit by Apple three months later found three more underage workers, including a 14-year-old. Apple, which has promised to ban suppliers that repeatedly use underage workers, stopped giving Suyin new business because of the violations. But it took Apple more than three years to fully cut its ties with Suyin, which continued to make HDMI, USB and other ports for older MacBooks under previous contracts. A person close to Suyin, which is headquartered in Taiwan, said that the company hadn’t intentionally hired underage workers and that it had passed Apple’s audits in later years.

Apple no longer does business with Suyin. But the previously unreported episode, drawn from documents reviewed by The Information and interviews with people who have direct knowledge of Apple’s dealings with Suyin, is a stark example of the dilemmas Apple faces in fulfilling its pledges to put workers first and not use manufacturers that consistently violate labor laws. And it demonstrates the fine line Apple has to walk in balancing the need to maximize profits with the expectation that it will prioritize good working conditions for its own employees and its suppliers’.

Apple has said in its supplier responsibility reports, which examine its compliance with labor, environmental and safety policies, that it has zero tolerance for the use of forced and underage labor. Suppliers must pay all wages and benefits as required by local laws and can’t make employees younger than 18 years of age work overtime or nights. If Apple finds violations of its supplier code of conduct, its suppliers typically must fix them within 90 days. But Apple faces problems in immediately removing suppliers who consistently breach these rules: Most obviously, there aren’t many alternative manufacturers that can easily pick up the slack. New suppliers can take years to meet Apple’s exacting standards for quality and volume.

In the case of Suyin, Apple’s procurement team was reluctant to abruptly shift orders to other suppliers because it would have created delays and incurred higher costs, said a former employee. In interviews, 10 former members of Apple’s supplier responsibility team—the unit in charge of monitoring manufacturing partners for violations of labor, environmental and safety rules— claimed that Apple avoided or delayed cutting ties with offenders when doing so would hurt its business. For example, the former team members said, Apple continued working with some suppliers that refused to implement safety suggestions or that consistently violated labor laws.

Although Apple says it won’t hesitate to remove suppliers, several former Apple employees say removals are rare. Between 2007 and 2020, Apple removed just 22 manufacturing facilities from its supply chain, according to its supplier responsibility reports. That figure represents about 1% of the roughly 2,000 locations where Apple suppliers work on its products, Apple’s internal data shows. Some suppliers have multiple locations.

“Our goal is to work hand in hand with suppliers to improve their management systems, rather than to simply remove them from our supply chain without correcting the issues we discovered,” Apple said in its latest supplier responsibility report. “In the event that a supplier is unwilling or unable to improve operations to meet our requirements, they risk removal from our supply chain.”

One factor that contributes to the low number of removals is that Apple’s supplier responsibility team can’t unilaterally ban a supplier because the team ultimately reports to the head of operations. It can make recommendations, but higher-ups in manufacturing and procurement make the final decision, former members of Apple’s supplier responsibility team said.

The size of Apple’s supply chain also makes it inherently difficult to monitor for labor, environmental and safety violations. Former Apple employees said factory audits, like the one that uncovered Suyin’s underage workers, aren’t completely effective in catching violations. For one thing, Apple often notifies suppliers of upcoming audits months in advance—surprise audits are in the minority. Apple said in its latest supplier responsibility report that it interviewed more than 52,000 supply chain workers in 2019. However, through its contractors, Apple is indirectly responsible for employing between 1.4 million and 1.8 million workers in China each year.

Another issue is that there are few incentives for suppliers to fix problems or for Apple’s procurement employees, who visit factories more often than auditors, to point them out. The procurement employees are mostly evaluated based on how much they can drive down the price of components. “On your performance reviews, you were supposed to report how much money you helped Apple save. You couldn’t report that you saved Apple from a PR black eye,” one former long-time Apple procurement employee said, referring to the self-assessment portion of personnel reviews.

Sun Hye Lee, an assistant professor at Loughborough University in the U.K. who has written about Apple’s supplier responsibility challenges, said Apple’s unwillingness to impose tough penalties on suppliers makes it easy for those suppliers to repeat their violations. “It’s giving the message to other suppliers that Apple won’t leave us forever, so we just have to hold the line for a while and then we can go back to what we were doing before,” she said.

This assessment consists of THREE compulsory questions. Answer all questions based on the situation described in the case study above.

1. Identify 3 main stakeholders that Apple must consider in dealing with the use of underage workers by its suppliers. Explain how Apple’s decisions can possibly impact each of the stakeholders

2. By applying the stakeholder theory, explain the most ethical decision that Apple should
take when it finds out that its supplier has used child labour. Explain your answer.

3. By using teleological theory, explain the most ethical decision that Apple should take when it finds out that its supplier has used child labour. Explain your answer.

Solution

1. As per the case scenario of an ethical issue, Apple deals with the ethical issue of underage workers. The main stakeholders who are responsible for the same are contractors, suppliers, and manufacturers. The scenario has conveyed that the referred three stakeholders are directly involved with the issue of underage workers for Apple (Apple, 2022). The contractors on the part of Apple take care of the recruitment. Hence, it is quite clear that they are well informed regarding the issue. Manufacturers are directly dealing with the workers and have all the information or acknowledgment about their underage though remain ignorant of the same. Suppliers, though they are not directly involved with such ethical considerations; still, they support the same to maintain the supply and demand process of the market. The decision of Apple can be much more impactful for all referred stakeholders. The contractors and the manufacturers can completely be rejected by Apple to do any sort of business due to such unethical practices. On the other hand, the suppliers even can have threats due to enough availability of suppliers to switch by Apple to not to entertain such unethical practice.

2. The stakeholder theory conveys business ethics and management for every stakeholder with enough focus on the interconnected relationship among all (Barney, and Harrison, 2020). On the part of Apple, the most ethical decision would be having such policies which immediately reject the recruitment of underage people. The decision even needs to accommodate implementation with enough acknowledgment of such policy in the scenario in every country. Understanding the interconnected relationship between every stakeholder, it is important for Apple to have a meeting or seminar or any set of communication to convey the policy to every stakeholder with otherwise consequences to make them aware of the negative outcome of such unethical practices. With created, implemented, and acknowledged policy of recruitment to not to hire any people, Apple can have better justification for the legal structure as well as for the suppliers. It would even be an important decision to take a direct part in the recruitment process to not to blame any supplier solely for such unethical practices as throughout monitoring and evaluation, Apple not only can remove such unethical practices from the organizational culture, rather it can even have a better employer-employee relationship to have the best outcome of stakeholder theory.

Teleological theory for assignment help conveys the theory of morality which derives moral or duty obligation through the perspective of desirable or good considerations to have at the end of the process. It focuses on the goal of ethics (Juvrud, and Gredebäck, 2020). As per the case scenario, the suppliers are involved in the unethical practice of child labor. It is severely impactful on the reputation and brand image of the organization as well as directly violates the legislation. Exercising Teleological theory, Apple can better reciprocate the entire scenario to the suppliers with negative consequences to find out the common ground in this particular perspective. Apple cannot remove or reject all the suppliers or the underage workers immediately. Hence, it would be better for Apple to make the suppliers aware of such ethical issues beforehand so as not to face such complexities afterward. Ethical training can even be a better way out to make the suppliers more focused on ethics or moral values. The positive outcome can further be initiated if the suppliers would be involved in the decision-making process. By understanding their perspective, if Apple would take any decision regarding the issue, then the decision can have a far-reaching impact as no compulsion would be there for implementation of the same. In this particular concern, Apple can exercise the Pareto principle and brainstorm as decision-making styles to have the best outcome with minimum input through the support of everyone.

References

BAS121A Fundamentals of Marketing Assignment Sample

Essay topic:

Metaverse is the virtual reality and mixed reality worlds accessed through a browser or headset, which allows people to have real-time interactions and experiences across distances. Many companies have hopped on board the metaverse bandwagon and also envision some sort of new digital economy, in which users can create, buy, and sell goods.

However, this is more difficult than it seems. Discuss, with specific examples:

a) The impact on marketing activities of the metaverse
b) How the metaverse can help create and capture customer value
c) What are the social concerns about the metaverse?

INSTRUCTIONS

You are required to respond to the statement above and write the responses in an essay format. The points of this assessment are to test your knowledge on contemporary marketing issues as well as to provide students with an at-risk assessment.

As the assessment asks for the opinion, the arguments need to be supported with reliable sources of information. It is expected that the students will cite at least 4 references. Please be sure to include relevant theory to support your answer, including academic journal articles accessed via Google Scholar, EBSCO Host etc., as well as industry reports (IBIS World, McKinsey, Deloitte). You must use Harvard referencing in both the written report and the presentation. Please refrain from using internet sources like essay.com. marketing.com, seminar slides, dictionaries, about.com. In addition, at UBSS copying from a source without proper acknowledgement is severely penalised as leaving paragraphs and sentences without a citation. Quality and insights are more important than quantity – you can only do this if you read and understand the articles

Solution

Introduction

Metaverse refers to a cluster of all the virtual space that is established with the help of blockchain applications. The purpose of this study for assignment help is to demonstrate the impact of the Metaverse and its importance in creating value for consumers. It will also discuss the social treatment of Metaverse in the current time.

Discussion

Metaverse has brought a plethora of opportunities for business establishments to reach a huge mass of customers in such a manner that leads to a symbiotic relationship between consumers and brands (Dwivedi et al., 2022). Metaverse has a positive impact on companies as it has helped companies with immersive marketing practices. It has aided entrepreneurs in establishing many manifold chances to converse with the base of consumers more engagingly. It also aided marketers to experience virtual reality by traditionally browsing over the internet. Through Metaverse, brand establishments can be able to interact with its consumers along with showing them the goods and commodities. As an instance, Asos is one of the online apparel companies in the UK that is using Metaverse for showing the pictures and videos of its products to consumers to fascinate them so that the company can be able to achieve a huge market share in the long run (Yang et al., 2022). It is worth saying that utilisation of Metaverse helps in the engagement of experiences of consumers and due to this ground the company is quite hopeful regarding advantages in the global market.
Metaverse also helps companies in elevating their market position by enhancing sundry marketing action plans. One of the biggest advantages that Metaverse brings is the pertaining of the manufacturing aligning with facts that leads to the growth of the company (Xi et al., 2022).

Asos has a partnership with Metaverse which is based on the grounds that Metaverse supported games will show the logo of Asos so that the reputation of the brand intensifies. Metaverse has promotional opportunities to the organisations through which the companies can be able to reach a large number of consumers and as a result, the brand value of these firms is going to magnify (Bowler, 2022). It is one of the vital marketing tactics that the companies are using for manufacturing unique NFT, advertisements using virtual display and other events conducted digitally (Kim, 2021). Marketing through Metaverse is different from two-dimensional marketing practices as Metaverse helps consumers to find the most suitable product in the virtual arena. Metaverse provides such an opportunity to the organisations that it can reach a large number of consumers within a short span of time.

Figure 1: Metaverse Hype cycle
Source: (Bar-Zeev, 2022)

Hence, it is a significant reason that the companies are able to reach customer values and its level of sales increases that leads to profit maximisation. Starbucks has also entered the arena of Metaverse and it is offering its loyal consumers limited NFTs through which they can be able to unlock more reward points (Fantozzi, 2022). This has helped the company to gain competitive advantage and the values of consumers as well. Apart from the positive impacts of Metaverse it also poses huge threats to companies in manifold ways. Some of the social concerns are as follows

Metaverse is considered to be the future version of the internet and the usage of augmented technology gives rise to the threats of privacy policies. It uses some technology that is used to track human activities. For instance, VR-headsets have this technology that tracks the activities of humans and hence poses a great challenge to the privacy concerns (Park and Kim, 2022). Metaverse has an adverse impact on the health of people as they experience an amazingly immersive world that is pure virtual that at times makes people depressed and anxious. Metaverse has made people addicted towards gaming and it has become one of the biggest challenges for the kids as well (Nica et al., 2022). Hence, getting hooked with the usage of Metaverse poses huge threats for the health of kids and it gives greater problems for the future career of people. It is significant that for the usage of augmented reality access to the internet is quite important. However, internet connectivity for people is quite expensive and as a result it is not accessed by many people (Park and Kim, 2022). Taking an example of VR handsets needs high-tech connectivity which is not possible for a section of the population.

Conclusion

It is inferred from the study that the advantages, social concerns and impact of Metaverse in bringing value to the company is discussed here.

Reference List

MKTG10001 Principles of Marketing Assignment Sample

The 3 questions -

PRELIMINARY RESEARCH

1. What car manufacturing company are you looking at?

Toyota

2. Research what kinds of car products that your company sells?
Vehicles, engines, car air-conditioning compressors, car electronics, battery and stamping dies

3. Whatare the target markets that your company targets? (e.g., environmentally conscious drivers who want to reduce their carbon footprint, outdoor lovers who like to go off-roading)

Toyota has a large variety of car types one such is the corolla which targets its customer base by model

Report format:

Introduction

«Company overview
«Car categories that your company sells
«What type of consumer products does your company sell?
«Purpose of the report

Industry Overview

«Opportunities and threats in the biscuit industry
«Identify a new car product that your company wants to introduce

Market Segmentation

« Market segment that your company will target for your new car product

Marketing Mix

3.1 Product

« Define product and discuss why it is important for marketers to introduce new products
« What stage of the product life cycle is your new car product at?

3.1.1 New Product Development Process
3.1.2 Branding & Packaging

3.2 Price

«Define pricing and discuss why itis important for marketers to understand pricing for their new car product

3.2.1 Pricing Objectives

3.2.2 Pricing Strategies

3.3 Place

« Define place

«Discuss where will the new car product will be sold

3.4 Promotion

Define promotion and discuss the importance of pricing for your car product

3.4.1 Promotional Objectives
3.4.2 Promotional Messaging
3.4.3 Promotional Strategies

Conclusion

Solution

Market Segmentation

Toyota uses various methods to analyse customers' needs and preferences. Toyota is a well-known automobile company, and for launching their new car product i.e. Corolla, they will target the market segment that brings value to their new car product. By conducting a market segmentation process, for assignment help Toyota will be able to decide on the market segment with similar attributes, socioeconomic background, buying behaviour etc, for reaching the group of customers efficiently and effectively (Dolnicar et al., 2018).

Toyota uses a mix of geographic, demographic and psychographic segmentation strategies for understanding the needs of different customer groups and customer profiling for launching their new car product.

Geographic- This segmentation divides the overall market based on various geographic units like countries, zip codes, states, cities, trading blocks, etc. Toyota is using this segmentation for the international market to understand the different cultures and preferences of customers.

Demographic- Toyota will mainly target customers of 30-50. It will also focus on targeting middle income customers (Tarun, 2020). Also in the B2B segment it will target companies of tours and travels.

Psychographic- Toyota uses psychographic segmentation and it will target environmental conscious drivers that take care of the environment. Also in terms of lifestyle, it will target people that are in love of off roading (Nkomo et al., 2019).

Marketing mix

4.1 Product

It is seen that when the company cannot accelerate the growth rate through the existing products, they need to develop new products to widen its market, increase sales, and earn profit through its innovative product. Also, a product is considered a centre of all the marketing activities and captures the customers' attention, if it fulfils their needs and preferences (Rodrik, 2018). A good and effective product is considered as a key to the market success. Hence by identifying the needs and demand of the products, a company launch new products to attract customers and generating profit in the targeted market.

At the current time, Toyota is known as one of the largest car manufacturers in the world. Toyota is developing and manufacturing automobiles and its related products such as engines, vehicles, car-conditioning compressors, batteries, car electronics- its components and device and stamping dies. For many years, Toyota has been offering a diverse range of products, and it is essential for them to introduce new car products to fulfil customers' changing needs and preferences (MOHSIN et al., 2021).Toyota needs to introduce new car products to explore emerging opportunities.

Stage of product lifecycle

Toyota has introduced a new car product and currently, the new car product is at the first stage of the product lifecycle. This is known as the introduction stage, one a product gets developed, it is introduced into the targeted market(Nkomo et al., 2019). At this stage, the product is released into the market first time and launched in the marketplace. During the introduction stage, the marketing team of Toyota begins creating awareness about the product and also reaching to potential customers to grab their attention towards the product. In general, when the product gets introduced in the market their sales are low at the beginning and the demand of the product builds slowly.

4.1.1 New Product Development Process

The company's marketing team majorly focuses on promoting the product by creating and running marketing and advertising campaigns. Toyota works on checking their distribution channels and also tries to create awareness among potential customers about its products. At this stage, the product faces no competition or less competition as the demand is slow (Tyulin & Chursin, 2020). The new car product by Toyota is currently at the introduction phase where the marketing team of Toyota is investing more on advertising about the new car product to drive customer engagement. Toyota is evaluating its sales strategy at this stage to check the efficiency and possibility of their product in the future.

4.1.2 Branding

Toyota to achieve a higher level of customer satisfaction, it manufactures and markets its wares in a manner that caters to certain clientele utilising a differentiated targeting strategy. Toyota draws emphasis to the useful benefits that may be gained from using its goods and services via positioning strategies that are value-based and user benefit-oriented. (Jones & Bonevac, 2013).

References

BUMKT5902 Marketing Management Assignment Sample

Assignment Brief:

You are required to demonstrate your understanding of marketing theory as we have covered in activities and material in class. This assessment relates to the content we cover in Topics 1-5, use these lectures and resources as a guide to what you need to consider in your assessment. You will perform better in the assignment if you are able to integrate marketing theory into your analysis and use academic theory to develop a balanced critique of the marketing environments.

Your scenario for Assessment 1: You are a marketing consultant for a fictional company of your choice (see the Moodle shell to decide which case study you will commit to using for all assessments in this course).

You are required to prepare a 1500 word situation analysis for the company – consisting of an environmental scan and marketing insights – in report format written to academic conventions and of professional quality.

You will need to research the macro-environment relevant to the company, and because it is a fictional company, you can elaborate on some of the micro environmental factors where relevant – you will refer back to these details in Assessment 2 and 3.

You should consult a mixture of key academic journal articles as well as contemporary industry sources to complete your analysis of the macro and micro environments.

Drawing on your research, you will include prominent issues in a SWOT analysis, and highlight important points from the SWOT in a short summary that provides your client with key details to help inform their decision making for the next steps in their marketing management.

In addition to the rigorous research you will carry out and write up, you are also required to develop an info graphic which provides a visual summary of the key findings from your research. There are further resources to help you approach this aspect in the Moodle shell. Include the infographic as an appendix to your report.
Remember, in this assessment you are writing for a ‘client’, so you should also focus attention on writing a professional quality one-page Executive Summary – resources to help to with this are also available in the Moodle shell.

As a guide, you should include a minimum of 8 relevant academic journal articles and 2-3 contemporary reputable industry sources.

Report Structure - Use the following structure to organise your report:

Title page

Executive Summary

Table of Contents

1. Introduction

2. Scope of Report – background to company and purpose of report

3.0 Environmental marketing analysis

3.1 Include relevant subheadings

4 SWOT Analysis

5. Conclusion

References

Case Study

BUMKT5902 - Case Studies for 2020

OPTION 1: Rad Eddie - High-end fashion label

Rad Eddie is a high-end fashion label specialising in organic denim ranges. Established in 2004 by two university friends, Alex and Soni, the label has experienced steady growth and featured in several high profile fashion weeks over the years. At the beginning of 2020, Rad Eddie had an international distribution network, with partners in world-renowned fashion hotspots such as Paris, New York, Hong Kong, Singapore and Sydney. However, the global pandemic of COVID-19 brought a rapid halt to international trade and Rad Eddie’s supply chains and key markets were drastically affected. As the world looks to recover from the impact of COVID-19 and businesses navigate the economic and social realities of a post-COVID global marketplace, Rad Eddie’s owners are now seeking your advice as they look to recommence design, manufacturing and supply/retail of their fashion products over the next few months.

Rad Eddie’s owners are very conscious that one of their key target markets (i.e, young women aged between 20-30 who love to socialise and keep on-trend) have had their lifestyles terribly impacted through such things as the closure of social venues (e.g. cafes, restaurants and nightclubs). This COVID-19 event not only affects how these women spend their time and their money, but a proportion of target market were working in the hospitality industry prior to COVID-19 shut downs. Many are now without incomes, and those who are in employment are very conscious of saving extra dollars due to the uncertainties of the economy at the moment. As many are without their normal social outlets, their need to have new outfits for a special occasion or work functions has decreased.

Rad Eddie’s owners have also established a strong commitment to sustainability over the last decade through initiatives focused on their staff and contractors, and their environmental impact. COVID-19 presents a range of ethical and corporate social responsibility considerations for all businesses attempting to recover their businesses from COVID-19. In some cases, businesses have been motivated to embark on added commitments to sustainability, in other cases; the focus on economic survival will see businesses cut commitments to social and environmental initiatives.

Solution

Introduction

Rad Eddie - High-end fashion label is known for its fashion business by introducing its potential in the context of the macro environment. The fashion business in Australia is growing efficiently and effectively. The current study is to explore the issues faced by the company from the macro environment that has affected the organizational operation and efficiency. It has been noted that the company is responsible for managing the consumer in a better and more effective way. GDP growth has been affected by 1.5% (Baldwin & Mauro, 2020). The company had been widely affected as a result of covid-19 when the economy was in crisis. It has undergone a drastic transformation and it is important to manage a better understanding of the macro and micro analysis of the company. The study is to identify the major problems associated with the industry from the external environment of the business and it is to be used in the study for exploring relevant solutions. It incorporates the fashion industry in Australia in a better way and manages to improve organizational efficiency in a significant way. There is a significant requirement for analysis of the political and economic environment and analyse of the issue from the swot analysis for best assignment help.

Scope of report background to company and purpose of the report

The company produces organic denim and it is more concerned with the management of the target market for young women aged 20 to 30 years. The company has introduced a large supply chain and market for Rad Eddie. It is important to create a situational analysis for the organization. Rad Eddie company is a part of the fashion industry that is growing and moving in a faster way. The company has grown significantly in course of time. It has been noted that the organization needs to manage the efficiency and effectiveness of the sector by managing the product and services (Madsen, 2016). The mission of the company is to meet Australian fashion satisfaction. The organization offers potential support to the consumer across Australia offering a valuable and effective business environment. The organization is one of the largest competitors in the fashion industry. The report is to identify the macro-environmental issues faced by the organization under the current circumstances. The purpose of the report is to identify the organization's lack of proper approach towards 49% young women population in Australia.

Environmental scan and market inside

The strong distribution network of the company will offer it a competitive advantage in the fashion industry and it is important to invest more in the technology for better innovation. It is important to provide a significant contingency planning for distribution networks at the different geographical locations. The innovation will support the organization in improving productivity and utilize the workforce for better and positive outcomes in the workplace. It has been noted that the organization has faced the major challenge of skill workers shortage, high cost of packaging and low-profit margin in the context of the work environment. The impact of COVID-19 remained at the centre of the organizational problems. It is important for the business to manage these challenges in the context of the work environment. There is a significant requirement to improve the process of recruitment and selection and design the compensation policy with unity to manage the cost and quality of the human resource.

Conclusion

It can be said that the fashion sector has a considerable role to play in the management of resources over a period of time and it is difficult for the business to maintain efficiency and effectiveness. The organization is found to have been affected by the shortage of skilled workers, the high cost of managing sustainability and packaging along with the low-profit margin of the organization in the context of the work environment. The pandemic and subsequent lockdown had a negative impact on the organization with high inflation and high cost of borrowing.

References

 BUSN20017 Effective Business Communication Assignment Sample

You will individually write a short self-reflection essay that analyses your personal communication experiences within the business context. You must pick one of following topics: defensive and supportive internal business communication, persuasive and/or influential internal business communication, or internal business email communication. You may pick the same topic as your individual group presentation topic, but please remember this essay focuses upon your personal communication experiences within the business context. With your chosen topic in mind, you must provide an example of effective and ineffective communication. Here you will need to explain why the communication is effective and why the communication is ineffective. Next, you will need to discuss what you could do to improve your identified ineffective communication. Here you will need to identify specific communication behaviours that would improve upon your ability to communicate (as directly related to your previously identified ineffective communication) within the business context.

For example, you could focus upon your workplace experiences with influential and/or persuasive internal business communication. Think about your experiences in this regard--What do you do well? What could be improved? Based upon your answers to these questions describe one internal influential and/or persuasive business communicative interaction that you did effectively and one influential and/or persuasive business communicative interaction that was ineffectively. Please make sure you back up each example by explaining why the communication is either effective or ineffective. Next, you will need to discuss how you would specifically change your ineffective communication—describe the remedial communication behaviours and justify why these behaviours would be effective.

Solution

Introduction

Communication holds an important place in every walk of life, whether professional or personal life. It is important to polish all types of communication patterns, including verbal, non-verbal and written, thus understanding self weakness and strengths. As per personal experiences, it can be ascertained that business communication in workplace scenarios is very crucial as it largely impacts profits, communication with peers and senior management, along with the satisfaction of all stakeholders that influences the business. The report is a reflective essay done through the Gibbs cycle that subcategorises experiences into description, feelings, evaluation, analysis, conclusion and action plan.

Gibbs Reflective cycle

The Gibbs Reflective cycle was originally developed in 1988 by Graham Gibbs to provide a structure for all types of learning experiences (Gibbs' Reflective Cycle for Writing Center Training, 2020). As per the assignment brief, personal experiences on different topics, although internal business communication or email, will be explored for this reflective cycle.

Description

Internal business communication holds an important place in workplace scenarios as routine tasks are dependent on clear and succinct communication from employees to employees or from employees to supervisors (Cavanagh et al., 2019). They are etiquette which needs to be followed while sending emails to seniors or colleagues. I want to reflect on three of my experiences while working as a desk customer service executive at a retail store. My job was to solve customer complaints transferred through toll-free numbers vis CRM portals; thus, I was required to talk to the client, understand the issue, contact the store, and seek a solution to email the unsolved complaints or grievances to headquarters. The email was important for every work responsibility while working as an apprentice in the company.

Once, I faced a very angry customer who had complained many times. However, his complaint was not satisfactorily solved, and he wanted evidence of how the retail company was processing his grievance. As usual, I contacted the store, inquired about the issue and understood that the problem could be only solved through headquarter intervention. Since the customer was very angry, I added the customer's email id with another attachment email that I was forwarding to the headquarter senior of mine. It was a breach as no external parties or clients could be added to internal communication through emails. This was the first time I got a warning email which meant my job was at stake if I did the mistake again. The second mistake I made was writing in capital letters while sending the email; my caps lock button; I did not check the text as I was in a hurry owing to professional reasons. The third experience was sending emails in fragmented form without including a subject and an attachment. The reader could not understand the email and the customer complaint or query remained unsolved. Reflecting on all three experiences regarding internal communication, I realised business communication holds an important place for satisfying customers, meeting responsibilities and ensuring business success. All three experiences I mentioned indicate that a lack of email writing knowledge makes the message ineffective, which could impact routine tasks and could lead to frequent conflicts. None of the complaints was solved in all three situations mentioned, after which my line manager had to intervene and generate a new mail chain while including all information or progress that had been made to the point. This delayed the process of customer experience enhancement and hence could impact the business reputation.

Feelings

Email errors are common among new interns and seniors who lack grabbing readers' attention to messages quoted within emails in workplaces (Cavanagh et al., 2019). Many workplaces rely on emails as their easiest mode of communication, while it also acts as evidence for referring to any situation or issue. When I encountered my first email experience by including a customer's email address in an internal process, I was warned by the manager and headquarters senior through harsh words. Although I realised my mistake and understood that communication through email followed etiquette, I did feel bad, so I should have included an external email address. However, I could have asked or inquired my line manager, which I could not do. In a second and third experience, I was only asked to resend it again with a warning that email etiquette should be followed to ensure the closure of customer complaints. I felt demotivated as I repeatedly made a mistake for which my line supervisor had to feel embarrassed as he was being questioned on training provided for me.

Evaluation

Email etiquette is important, along with following language, clear writing, and emotions portrayed through punctuation marks (Mascle, 2013). Reflecting on my experiences with internal communication through emails, I understood that I lacked email etiquette and basic knowledge of how communication through written and electronic mediums are done. I could have searched online or asked a colleague if the manager was not available before drafting emails. I should have read the text once and asked anyone if I felt something was not okay. None of the communication was effective due to incomplete messages or distracting readers' attention.

Analysis

Email etiquettes for assignment help are only polished if formal training and regular practice help to improve the receiver’s attention to the message. In everyday email communication, the reader must understand the message as it might include important details like instructions, changes in rules and policies, notices or any essential warning. Thus, written communications which are incomplete or lack the use of punctuation or subject lines might be misunderstood (Flynn et al., 2020). Thus, writing emails or formal written communication training should be given to all; it is vital for new employees. It is also essential for the existing workforce to update knowledge and skills for enhancing communication when body language and verbal cues are absent. I was provided with refresher training when I entered the organisation. However, the training was not given frequently, due to which I made mistakes that delayed the process of customer satisfaction. I seldom did not try learning new things or grasping information as I did not realise the consequences of miscommunications or improperly written emails. My communication was ineffective as once I distracted the reader's attention by writing in capital letters and involving a third party in internal matters due to pressure from the client. My communication was ineffective when I missed the subject line and attachment. The reader would not have read the mail as it lacked information on the content and the attachment, which disrupted the communication flow. I should have learned communication through writing by accessing help from colleagues, line managers, or available tools on the internet.

Conclusion

Written communication lacks verbal cues, body language or the presence of physical existence; thus, the sender needs to include all information clearly and concisely without missing any details, attachments, subject lines or punctuation marks. It is important to teach email writing or other forms of written internal communication to freshers or apprentices. Still, it is also vital that training be imparted to all staff frequently to make the communication process complete and effective (Flynn et al., 2020). All the steps should be taken to improve the overall communication patterns of the organisation as it impacts the culture and brand reputation.

Action Plan

Since then, I have started improving my communication patterns; although my written communication is still not the best now, I do not write more emails as I used to do earlier. If next time I face a similar situation, I would like to ask for help from seniors and colleagues and refer to self-learning tools for improving the same. I would also like to read through the job description more clearly and vividly to understand my role, polishing my communication skills and knowledge for delegating my responsibility more effectively. In addition, the internal communication skills that I would like to improve in the next six months would include writing crisp messages in longer emails, guiding the reader through paragraph flow, adding a catchy and correct subject line and finishing the mail with warmth and a feeling of being understood. I want to learn to send emails to different readers as it changes as per the audience. As for suppliers, simple language should be used. A personal element and information could be added for a colleague, while sending mails to headquarters requires a professional and brief message.

Conclusion

Communication is an important part of personal and professional life, although written communication is comparatively lesser-used than verbal ones. Hence, it becomes important to understand the tone of writing by including phrases and punctuation marks and including additional information like attachments. This reflective essay has made me understand that I need to learn the tone, audience type and brief emails in the next 6 months to make my communication more effective.
 

References
 

MRKT20052 Marketing Management and Digital Communication Assignment Sample

Task description:

Assessment requires students to work in groups of up to five students on the company Ginger & Smart (www.gingerandsmart.com) in order to prepare a comprehensive marketing audit. The aim of this assessment is to conduct a systematic, comprehensive and objective analysis of the marketing activities undertaken by the company. In addition, you are also required to provide at least two recommendations for the company. The marketing audit should be a maximum of 2000 words in length including everything (from title page to references). The written report is worth 30%. Groups are required to present only the comprehensive executive summary during tutorial classes in weeks 10 and 11.

Your submission should show an application of relevant marketing concepts, theories, and analytic tools learnt in the unit. The marks for this assessment will depend primarily on presenting appropriate and supporting evidence and also, on the ability to critically write and present the marketing audit report. You are strongly encouraged to use the Academic Learning Centre (ALC) facilities to assist you in preparing a professional report.

Solution

Introduction

The forthcoming report for assignment help is based on the marketing audit of Ginger and Smart, which is famous for manufacturing clothes and accessories and is an Australian brand. This brand manufactures its products to promote the positivity and strength of women. This brand provides luxury and adopts fast fashion, which attracts the customers because people now a day are focusing on following the trends.
Situation analysis

Company analysis

Ginger and Smart is a clothing brand, and this brand mainly manufactures its products to define the spirit and positivity of women (Zambezee, 2022). This brand has its e-stores and retail stores, and they manufacture their products with minimal waste of natural resources. They have 11 to 50 employees, and they are focusing on increasing their image on social awareness so that it increases their position in the market. An organisation need to focus on the marketing of its products that can help to attract numerous customers to the product (Rangaswamy et al., 2020).

Competitive analysis

Competitive analysis is of utmost crucial in identifying the point of interest of consumers within the industry (Li et al., 2020). Porter’s five forces analysis is very beneficial in understating the market competition of a certain industry (Bruijl, 2018).

Table 1: Porter’s five forces analysis
Source: (Developed by the author)

SWOT analysis

The word SWOT refers to strength, weakness, opportunity and threat. Through SWOT analysis, the position of a company's competitiveness and the strength of a strategic plan come out (Benzaghta et al., 2021).

Table 2: SWOT analysis
Source: (Developed by the author)

PESTEL analysis

PESTEL analysis is a tool that identifies the external factors affecting the business (Alanzi, 2018). The factors are Political, Economic, Technological, Legal and Environmental factors.

Table 3: PESTLE analysis
Source: (Developed by the author)

Segmentation, targeting and positioning

For developing the business, the company used a few segmentation techniques such as Demographic segmentation, Behavioural segmentation, Geographic segmentation, and Psychographic segmentation (Lotame, 2022).

Demographic: Demographic segmentation mainly refers to targeting the audience, and in the case of Ginger and smart, they are focusing on targeting a group of customers from the age of 18 to 40.

Behavioural: The next is behavioural segmentation. The consumers who have a pattern of economical purchasing shall also be the target segment.

Geographic: In geographic segmentation, the company select their target customers based on the location, country, and state, and for this, the urban region or segment can be chosen.

Targeting: The company focuses on targeting the age of 18 to 40, and they are collecting information about their choices which will enhance the ideas of forming the strategies. The urban region consumers shall be targeted as they will be able to afford the products of the firm.

Positioning: Now a day, most customers are focusing on the digital platform. Through the digital platform, a company can get the opportunity of interacting with the customers, and they get to know about their choices which are beneficial for the growth (Hsieh & Wu, 2019). People are getting attracted to the new fashions as they are concerned about the new trends (Gazzola et al., 2020). Therefore, this will be positioned under the premium fashion segment of the market.

Marketing mix Audit

Product: Ginger & Smart is an Australian company that produces clothes and accessories. People are inclined toward changing fashion because companies like Ginger & Smart are taking up fast fashion to attract customers.

Price: The company is focusing on making new designs to increase their customers. Increasing the number of customers and including their preferences places the company in a good position over other companies. As they are not decreasing their prices, they focus on a particular class of society.

Promotion: The branding strategies adopted by the company are - product branding, online branding, and service branding. Product branding is a very popular branding type, and in this branding, the company makes the product different from others to attract customers. They make the branding of the products uniquely to create an impressive impact on the people. Online branding is another branding strategy through which the company can create a long-lasting impact.

Distribution: The visual effect creates a long-lasting impact because the company effectively does their digital marketing. The reason for focusing on online branding is that most people spend a long time on social media nowadays. Attracting customers is beneficial for the development of the company through public relations management.

Recommendations

The two recommendations for developing the clothing business are, focusing on not decreasing the quality of the products and focusing on the competitors.

- With the rise in popularity of digitalisation, Ginger and Smart should focus on the strategies through which it can attract tech-savvy customers to the company's products that can help in increasing its reach in the market. Also, Ginger & Smart need to focus on their social responsibilities simultaneously. Hence, by accumulating both of these strategies and innovating its selling media, the company can achieve tremendous business growth in the Australian market.

- Based on the above analysis, it can be recommended that Ginger and Smart should diversify its product range, which can help to seek a positive response from the young customers.

Conclusion

Thus, it can be concluded by saying that Ginger & Smart adopted many strategies so that they could develop their business, from maintaining their price to not decreasing their products. They know that they are focusing on providing luxury through their products. Because of that, they are not ready to give their products at a low price. Giving their products at a low price will decrease their position in the industry.

BUSN20016 Research in Business Assignment Sample

Task Description

Assessment task requires the preparation of a full project report that should not exceed 3000 words excluding the cover page and reference list.

Students need to address the following:

Refined Problem Statement, Aim, Objectives and Scope- students need to provide a detailed statement of the problem you would like to investigate as well as aim and objectives of the project within the scope of the study.

Research Project Justification and Potential Outputs - students need to explain why your chosen project is important both theoretically and practically? What are the potential outputs and outcomes of your research?

The Conceptual Framework - students need to provide a review of literature relevant to the research project that leads to the development of a conceptual framework to investigate the research problem.

Methodology - based on the conceptual framework, research aim and research objectives, students need to provide a detailed description of the data collection methods, tools and data sources that will be used to analyse the data.

Research Project Organisation, Budget and Schedule - students need to present all components of the research report by writing the names of the chapters/sections and briefly discussing what will be written in each of those chapters/sections followed by a brief description of the budget and project schedule.

This is an individual research task. Students are required to demonstrate their understanding of the relevant body of work in a real-life business research context. We expect students to read and reflect on at least twenty recent refereed journal articles on your topic, supported by any other evidence or information that can help refine the problem of your research, formulate a conceptual framework and develop the methods for data collection and analyses.

Solution

Introduction

This report is going to provide a brief elaboration to understand current social media trends and their impact on the fashion industry of Australia. It is business development concern to maintain business relevant and according to the requirements of the target audience and market, so that it can easily establish itself and then maintain the position. With the help of this proposal reader can get better insight of the social media trends and how can affect fashion Market because it not only region specific when it comes to social media. It a global perspective but the business target should be able to please the sample target audience then expended one that is why research proposal is going to focus on Australian audience.

This report will include 4 main sections that are detailed problem statement, aim, objectives, research questions, and scope. The second section will help to find out the significance of this research and potential outcomes. In section three, the focus will be the existing research of the topic, and in the last section methodology to be applied, project timeline and costing, along with organizational study will be addressed. This proposal will provide an idea to understand current situation and build a future oriented strategy for business development in fashion industry of Australia.

Section 1

Problem Statement

The problem to be focused for this research is to understand the impact of social media trends on fashion industry of Australia. The need of this research is to get a brief idea for businesses to cope-up with frequently changing trends of different social media platforms. There are several platforms available for business promotion but it is based on nature of the business that which platform is more useful for the business or to be focused. Social media is a valuable tool to understand current market and work according to present generation and their fashion preferences. The main problem is to catching up with all continuously transforming fashion needs.

This research report is going to make things easier for readers to know social media trends and can be helpful in expanding business, and maintaining the current position in the market. The Australian market has competitive sources of business in fashion industry so it is very important to get social media trends to keep the business up to date. The fashion industry is most influenced and also influential industry by social media. Every trend first gets reflected on social media then gets followed by most of the business. But to be in the market need to become change maker and creative about business strategies so that a business idea suggested can become a trend itself and what exactly the research will focus on (Gazzola et al., 2020).

Research Aim

The aim of this research is, understanding potential impact of social media trends on fashion industry of Australia.

This aim of this research will make easier for a reader to know exactly what trend and social media platform can support a fashion business and how a valuable place can be maintained in industry to get good amount of audience and better business opportunities in Australian market.

Research objectives

The objectives of research are as following-

• To understand social media marketing trends for fashion industry

• To connect with Australian audience with help of social media platforms

• To define better business strategies for fashion businesses in Australia

• To identify better data collection opportunities from suitable social media platforms for fashion industry of Australia

• To define impact of marketing trends on business and understand their benefits to the business (Sharma et al., 2020)

All these objectives are very helpful in reaching out main goal of research so that better business opportunities can be generated for the fashion industry in Australia. These objectives also will help to achieve importance of social media trends and marketing for businesses.

Research Questions

The potential research questions for the research can be-

RQ1: What are the potential social media platforms useful for fashion industry?
RQ2: How social media trends can affect fashion industry of Australia?
RQ3: Why social media trends are important to be considered for successful business in fashion market?
RQ4: What are most important factors of social media marketing can be useful for fashion businesses establishment and maintenance in Australia?

These research questions are helpful to understand each section of the research proposal so that better understanding of research can be established.

Scope of the Study

This research will help organizations to acknowledge the impact and usefulness of social media trends on fashion industry so that better business opportunities can be approached in future. This research has scope for fashion industry and its development in the market so that organizations can achieve better results in terms of business and audience. The main focus of business should become a better fit for future otherwise the continuous change of trends and static business approach will not get along. That is why it is essential to take care of social media trends for business especially in fashion industry and the research will help to identify social media trends and follow them for good business orientations (Thorisdottir, Johannsdottir, 2020).

Section 2

Detailed Justification of Research

The research is important for providing a better understanding to a reader about social media trends and their impact on fashion industry of Australia. Social media is the most important platform where all the influencers can create their content using their talents but the most of all talking about fashion, clothing trends, transition videos have a huge number of crowd to follow. That is why being in fashion industry or business has lot to catch up with because the trends are even for 24 hours and less. The main focus should be the observe and analyze the trends, and social media platforms that can be useful for business and can last as long as possible. This is why the research is purely focused on understanding these trends and applies them for better business strategies and maintains the position in market. Australian market in fashion has a huge audience to look out because they are not only regional but also global. People in Australia have almost the same tendency like other countries, in terms of following fashion trends. The main target audience is obviously youth that cares about each and every trend that goes on social media. This is why all organizations need to take social media trends under consideration before launching their collections (Tien et al., 2020).

This research is extremely useful because researches have been held till now, were based on how market is influenced by social media but not about different social media platforms and trends. This research is particularly focusing on getting the main problem of businesses on board which knowing the actual impact of social media trends both positive and negative. This research proposal is necessary to provide required information to readers about how to analyze social media business trends for progressive approaches for business development. To justify the selected research it can be said that it will not only good for industrial purpose but also can enhance the knowledge about social media trends so that marketing strategies can be improved according to the organizational needs (Kawaf, & Istanbulluoglu, 2019). When come to justify select industry for research then it is simple because fashion industry is one of the most powerful and highlighted businesses and social media plays a vital role in this. Fashion blogs, articles, videos, features, campaigns, etc are the form of social media marketing but trend can be any of them depends on the content, creativity and most important choice of the audience. That is why this research is going to be a powerful tool for getting knowledge and know the Australian market better.

Potential Output

Output of this research can be analyzed after applying the methods of research process but potentially the possible outcomes for the research are-

• Detailed information about social media trends and fashion industry of Australia.
• Better strategic management for understanding trends and application.
• Reliable source of knowledge for understanding research topic.
• Actual impact both positive and negative of social media trends on Australian fashion industry.
• Suitable social media platform for business development (Tudor, 2018).

Above mentioned potential outcomes for research are only possible when the flow and process of research has been followed through out. This research can be milestone for fashion industry to know what exactly social media platforms are trending for and what is going on in the relevant world. The hack of knowing best business strategy is to look up to what’s trending in the market. For example comfort is the new fashion has been trending for a long time so keeping that in mind collection can be introduced. All described outputs are the sign of successful research process and in this proposal these potential outcomes can help in setting mind on them as potential goals so that they can be achieved at the end of research work (Silva et al., 2019).
 

Section 3

Conceptual Framework

Constantly changing social media

Social media is only one place that is constantly changing because they are different platforms available for almost every kind of business and all of them have different natures to deal with. The main concern of a business should to understand these changes of selected social media platforms and then work accordingly so that business can grow. The major platforms of social media can be viewed in the diagram below-

Figure 1: Social Media Platforms
(Source: Author, 2022)

All these platforms are not only amazing place to catch up but also very effective to business development and targeting clients and consumers. This can be sounded easy to do but chasing every social media trend is next to impossible so in constantly changing social media it is required to understand that which trend to take on and which not. These continuous changes can have both positive and negative impacts on the fashion industry, but the negative impact can be more powerful in case of inadequate handling of business strategies. So adapting changes and implementing them in business is the key (Algahni, & Al-Dabbagh, 2020).

Identification of social media trends

After knowing what the most popular social media platforms are it is important to find out how to track the trends of these platforms so that according to the research topic data can be retrieved. For identifying trend it is important to use some effective tools that can be helpful defining the research topic and also helpful in managing them according to the business. These tools are-

TweetDeck
Cyfe
Hootsuite
Social Mention
TubeBuddy
Tumblr
Google Trends
Popular Hashtags
Feedly
Reddit
Personalized Facebook Ads
Facebook for Media
Geofeedia

All these tools have different area to track a trend and then list out them for users. For example if somebody is using Geofeedia as tool then it can list out different locations on social platforms that are trending. Same as, if a user takes popular hashtags monitors in use then it can list out all the trending hashtags on Facebook or Instagram (Brydges, & Sjöholm, 2019). One of the most used and powerful tool is Google Trends that is being used by most of businesses in fashion industry because it provides the list of trending topics on social media platforms by using search data of users on social media. It is little expansive tool to make searches.

Impact of social media on fashion industry

There was a time, almost 10 year ago when editors of fashion magazines were the gateway to the fashion industry, they still plays an important role in the market, but they are the only source of market information before the Instagram launch. Fashion trends are the mirror of present business strategies because according to them current market can be targeted. According to the best possible scenarios millennial are the key to future fashion preferences because most of the influencers on social media are them. They set the trend to be followed by their followers and it become popular. So the process initiates with trend analysis of social media by fashion organizations and then launch collection for people and goes on till people to follow and buy them. In this process main part is of maintaining analysis of social media trends so that update in business strategies can be possible on time, dynamically. Forecasting trends is necessary because present fashion world in Australia depends upon trends not brands, and user move quicker from one trend to another than before. Now, understanding, and analysing patterns is as required as promoting business online (Wang et al., 2019).

Suitable social media platform for fashion businesses

Almost all types of businesses can be promoted on most of social media platforms but it depends on targeted audience where they spend their most of the time. For fashion industry the milestone platforms must be Instagram, TikTok, Pintrest, Facebook and LinkedIn also. These platforms are very important for fashion bloggers and influencers to get along because they have these patterns attract maximum number of people and number of people is always proportional to number of converted leads. In present generations of millennial and Gen Zs Instragram and TikTok are the most used platforms and also most suitable platforms to promote business with the help of many features and business establishment options provided by these platforms. Instagram is owned by Meta (Facebook) now so it is easier than before to reach out people on both platforms at the same time with the help of posting same content at same time of instance (Arriagada, Ibáñez, 2020). It helps in reaching out potential audience and also a good number of audiences so that lead conversion can be possible for a fashion industry business. Almost all types of organisations small, medium, large, MNCs can promote their business on Instagram and Facebook because it is free for organic results.

Section 4

Methodology

Data Collection and approach

The data collection approach that should be applied for collecting data from different social media platforms should be survey. A survey is the best method to find out real time usee data and can help business to grow stronger. This is the most impactful way of collecting information and use it through mixed (qualitative and quantitative) approach for developing a meaningful result then develop effective business techniques for establishing in Australian market. Although fashion industry has its own competition to look out but as an organisation the representation should be strong among all industries so, it is important to create a strong and static base with the help of understanding continuous changing market. This research will guide through all these data patterns to generate valuable and potential outcomes expected.

For conducting a survey it is not important to go for a live audience every time. In this process comments and sentiment analysis of social media posts, blogs and trends can be most helpful because they can provide better understanding of mindset of targeted audience. This analysis can be held from the most recent comment to oldest one (Brewer, 2019).

Data Analysis

Data analysis for the process needs to be done by quantitative analysis mostly by generating results of the data collected from the different platform. This is important because collecting data is not enough because it doesn't provide any meaningful result which can be used in business development so data analytics comes into picture. The most common way of analysis is statistics and also most reliable one because percentage of accuracy is higher than any other method. So, quantitative analysis through statistics is selected as data analysis method for the research work. This analysis will lead the research to the potential outputs that have been expected from the research. Ultimately it can be understood then how social media trends impacts fashion businesses in Australia. Apart from this research will also be helpful as a practical output or evidence of survey conducted that can help readers to understand the data dynamics of that particular time (MARTINCEVIC et al., 2020).

Organisation Study

The organisation that has been studied for this research is Aje. Aje is an established Australian brand founded in 2008. It is the fashion organisation founded by two strong female personalities of fashion business Edwina Robinson and Adrian Norris. The brand has approximate 300k followers on Instagram and has a strong impact on audience. Basically the Name “Aje” represents non-compromising feminine aura along with coolness and effortlessness. It is not only a great brand in terms of social media popularity but also famous among the female audience because of its variety, quality and perspective. No doubt on that two women has established this brand to make a equal and empowered space for women of the country in fashion. Aje not only works in clothing but also works in accessories like watches, bracelets, necklaces, pendants, etc. All these items are loved and used by Australian audience and also worldwide.

Project Budget

Table 1: Budget Table

(Source: Author, 2022)
Schedule

Figure 2: Gantt chart
(Source: Author, 2022)

Table 2: Project Schedule

(Source: Author, 2022)
 

References -

BMP4004 Contemporary Issues in Marketing Assignment Sample

Assessment Brief:

Using the case study – Enterprise Cars, you will explain the nature and importance of the marketing mix within the marketing process - https://www.enterprise.co.uk/en/about.html

You will be required to discuss how the marketing mix and other key marketing theory can impact the success of marketing activity with particular reference to customer satisfaction.

You should present your report professionally using Ariel 12 pt font size and include the following sections: -

- Cover page
- Content Page
- Introduction
- Main Body – with headings and sub-headings
- Conclusion/Recommendations

Solution

Introduction

The marketing process is a process that includes the customer's fulfillment of their value-created criteria. The method used by businesses to provide value to clients and create lasting connections with them in order to get value from them in return (Kotler et al., 2015). The current report applies the marketing process in developing new product or service of the organisation. Report also covers the application of marketing mix within the case study of Enterprise Rent-A-Car (ERAC). The company is American car rental agency for the customers that want to have a business trip, leisure trip, travel to local market, etc (About ERAC, 2022). The report will cover the application of marketing process for assignment help in the contemporary business environment.

Figure 1: Logo and location of ERAC
(Source: About ERAC, 2022)

Marketing

Marketing is the activity done by business for discovering, developing, and providing value to satisfy a target market's demands in terms of products and services. This process may also include choosing a target audience and deciding what perspective actions are required to be taken to attract target market through promotion, advertising, etc (Naseri and Noruzi, 2018). Also marketing is also defined as the process through which businesses interact with consumers, develop trusting relationships with them, and provide value for customers in order to get value from them in exchange (Kotler et al., 2015). For marketing, it is necessary for business to have a marketing strategy that allow business to utilize resources on targeting the greatest opportunity for increasing sales along with customer satisfaction that results in achieving competitive advantage in market (Ferrell et al., 2021).

Marketing process

The marketing process is the five step procedure that helps business to create value for the customers and also help business to achieve profitable results (Naseri and Noruzi, 2018). Organisation follows the process for achieving the success of marketing strategy, targeting the customers and also achieving the end results (Baker, 2016). The steps are followed to create that is valuable for the customers and the last step covers building profits in return of the value offered. The below are steps applied in the case of ERAC considering the conditions of COVID-19 outbreak.

Step 1: Analysis of need, wants and demands of customer

In marketing process it is necessary to identify the needs and wants of the customers so that strategic decisions are taken for being competitive in the market, developing customer relationships and focusing on long term retention of customers.

Needs of customers of ERAC

ERAC tries to meet the need of customers of critical transportation and also mobility needs for the personal use. The services of ERAC during the COVID were also to meet the needs of healthcare workers for provision of basic necessities. The customers also need that rental cars are clean, safe and strictly follow the COVID protocols. Also customer might need a rental car when their own vehicle is on rent. The customer also might need as the replacement for result of an accident, theft, special occasion, etc.

Wants of customers of ERAC

The customers want services of ERAC as flexible in terms of booking, cancellation, ease in location access, safe and must have all legal formalities. Also customers expect to rent a car that is available when it is required so that need could be fulfilled.

Demand of customers of ERAC

There is increasing demand in form of ease availability of travel for different purpose. And for that ERAC has sustained its brand image as transportation solutions. There are customers that demand for airport pickups, car sharing, etc. With this, ERAC is solution for meeting such customer demands. Further, Flex-E-Rent division of ERAC also meets with demands of commercial vehicle requirements. The demand is fulfilled by having support of 7,900 locations and online booking facilities as it makes ease for the customers to hire a car when it is required (About ERAC, 2022).

Step 2: Carrying out situational analysis

In this step, it is necessary to carry out external and internal analysis with the application of SWOT and PESTLE so that strategic decisions would be taken for achieving the success of services of the company.

SWOT

Strengths

• ERAC is the brand of Enterprise Holdings that have the support of 100,000 people, operate with more than 10,000 branches and also it is available in more than 90 countries.
• It provides commercial rental services with 2 million vehicles.
• It takes an active role to promote sustainability by focussing on innovation, advance research, market driven solution
(About ERAC, 2022)

Weakness

• COVID has degraded the demand for rental services due to concerns of hygiene and reduction in tourist travel (Sharma and Nicolau, 2020).
• COVID has lead to suspend some of the fleet operations (Hossain, 2021)
• ERAC plans for short term as no major actions are taken for fleet expansion.

Opportunities

• It can focus on expansion of business to business services such as parcels, food and grocery deliveries along with logistical operations.
• As COVID conditions are improving, tourist can be targeted (Polzin and Choi, 2021.).
• Innovation could be effectively used to improve the fleet size, better utilisation of vehicles and managing cost to reduce margins
• Corporate sector and Universities also could be targeted for employees to replace the public transport.

Threats

• Reduction in international tourism due to conditions of COVID, increasing in fuel prices and high labour cost.
• Sudden shift in needs or turnover of the employees can affect on decreasing the productivity.
• Threat of competitors from Hertz, Avis Budget group as the businesses might offer services at low cost (Comparably, 2022).

PESTLE

Political:

• The business need to deal with operational rules.
• COVID has lead to travel ban in some of the countries.
• Government initiatives to promote car rentals for growth of tourism in country.

Economical:

• Economic uncertainty such as increase in fuel prices, tax rates, interest rates, etc can affect on revenue of the firm.
• Change in employment procedures and pressures for retention of employees by increasing wage rates.
• Support of economic conditions of some countries can lead ease in expansion of business

Social:

• Decrease in the amount of luxury travel but opportunity to have a trip for vacation.
• COVID conditions are improving and interest of people to travel to different countries is increasing.
• Post COVID will effect on increasing demand for rental cars for special occasion.

Technological:

• Mobile applications and website is leading to ease in booking (Pazour and Roy, 2012).
• New Flex-E-Rent business can lead to support in growth of ERAC

Legal:

• Support of policies related to free cancellations and refunds.
• Business need to follow legislations related to health protection and public health.

Environmental:

• ERAC is moving towards sustainability by working on greenhouse gas emission and offering solutions for reducing environmental effects (Enterprise Holdings, 2022).
• The use of electric car could be opportunity in future.

Step 3: Segmentation, targeting, positioning

Segmentation:

• Geographic: Local city, airports, Deports, University areas.
• Demographic: Age 18-24, Male and Female, full time students, service professionals, income could be £200.
• Psychographic: Social and middle class, lifestyle: travelling, part time jobs, studies, commercial segments
• Behavioural: To rent a car for airport, trips to reach University, people that prefer comfortable and economic sound cars (Busse et al., 2017)

Targeting: The new target market could be employees of multinationals, airport staff and workers, university students and staff, tourist, frontline workers (Gierczak-Korzeniowska, 2020).

Positioning: To gain the sustainable and competitive edge in car rental industry along with offering best to meet the needs of the customers. Also the business can work on introducing the electric cars on fleet to be sustainable (Roy et al., 2014).

Step 4: Marketing Mix

Concept of marketing mix and its elements

Marketing mix elements cover set of tool that business use to meet marketing objective and to plan for attracting the target market (Jain, 2013). Marketing is the customer centric process that means actions of the business to promote or launch its products and services are done to meet customer’s requirement and it will affect on the profitability of the organisation (Baker, 2016). There are seven components of marketing mix applied to achieve competitive strength in the market (Appendix 4).
Application of 7 Ps of marketing in Enterprise cars

Product: The product is actually what is offered by the business to meet with need of target market (Jain, 2013). ERAC provide service of rental transportation facilities by providing commercial vehicles, airport rentals, van hire, etc. The business provides services that are accessible to customers from different location (About ERAC, 2022). The business offers free pick up and drop provision and cars are kept clean and safe as per government protocols. The business determines success through application of Product lifecycle and takes strategies to offer additional services, more innovation and satisfaction of customers (Tyulin and Chursin, 2020).

Price: The price is defined as the actual money that is charged from customers in exchange of offering services (Jain, 2013). ERAC adopts value based pricing in which the prices are based on negotiation with customers and final distance price is charged. Further, ERAC also adopt competition based pricing by assessment of what competitors are charged in market. Low pricing strategy often attracts customers and with this ERAC offers the best that is low from the competitors to retain customers (Comparably, 2022).

Place: This means locating the product or service at specific location that is provided to the target market (Jain, 2013). ERAC provide intensive distribution by providing services at airports, hotels and also has supported to supply necessities during COVID. ERAC has over 7900 branches in more than 100 countries. Further, the services are available 24 hrs and also have sensitive distribution strategy in which different outlets charge different prices as per fuel rates, luxury cars requirement, behaviour of customers, etc.

Promotion: This element of marketing mix is associated with planning and taking actions for promotion of service in market. Promotion of services of ERAC is done through well updated websites, advertisements and also campaigns “We’ll pick you up” (Campaign UK, 2012). Further, it also targets customers through social media and Linked inn websites. For attracting customers, it has a new service of Car Club in which cars are available for 24/7 at £3.23/hour, along with having memberships that start from £2-£7/month depending on locations (Car Club, 2022).

Physical evidence: This element is based on developing customer loyalty and interaction as it will affect on their purchase decision. ERAC here has support of availability of physical well maintained cars. It works with qualified 100,000 people that give attention to the customers. The business assures to give the best of driving experience at reasonable pricing (About ERAC, 2022).

Process: This is defined as the procedure followed for providing services to the customers. ERAC is having user friendly website for booking a personal or commercial vehicles. Further, it has support of qualified technical team that looks towards hassle free booking procedures of customers.

People: This involves the engagement of workforce for provision of services to the customers. The business maintains connections through live messengers, web chat, mobile application and call centre available for 24/7 to maintain engagement with the customers.

Step 5: Build Profitable Relationships

Currently, ERAC is one the way to work on the sustainability by focussing on the greenhouse gas emission. Thus, with this more profitable options could be achieved. Further, in future the trend of electric cars will increase to greater extent in transportation industry. Thus, business could expand with Tesla to improve its fleet size that will contribute to less pollution also helps in achieving profitable outcomes.

Further, the customer wants convenience in terms gathering information about car rentals. Therefore, social media and website is required to be updated with offering additional discounts as that will lead ERAC to target customers.

Conclusion

Report conclusion that marketing process is very crucial for business to achieve customer driven value that will affect on business goals. The diversification strategy is required to be adopted by ERAC through innovation and technology. For instance, the target market could be corporate and Universities. Also they must have a tie up with travel agencies by offering them special discounts so that better can be served to customers. Further, social media could be used as sustaining advantage to promote its services in the market.

References

MCR008A Corporate Strategy Assignment Sample

Choose ONE business from the companies listed below. All are clear leaders in their industries, although all have strong rivals.

Nike
Apple
Allianz
Costco
Netflix
Starbucks

Analyse the business that you have selected, identifying the company’s core competencies, resource capabilities and outcomes. Evaluate those characteristics against of ONE of its competitors. Students will need to demonstrate an in-depth knowledge and practical application of key business theories, concepts and models addressed during this course. This assessment must be in an essay format and 1,000 words (approx.) in length.

Solution

Introduction

Nike is selected as a core company in order to identify its basic factors and analyze its business cases. To identify Nike’s core business factors including competencies, resource capabilities, and corresponding outcomes, an in-depth analysis has been done. According to the current market environment and customer needs, Nike is facing some competitive challenges from Puma, Adidas, and other similar brands. An essay is written to demonstrate the key theories, concepts, and models of Nike's business. In this manner, a comprehensive description is articulated including a business overview, core competencies, resource capabilities, and past & predictive business outcomes.

Essay: For the Case of Nike

Business overview

The company Nike Inc is a USA-based organization that was practicing the design, development, and manufacturing operation of majorly athletic footwear, accessories, apparel, and other equipment(About Nike 2022). The company was started in 1964 with the name Blue ribbon sports, they started with the sale of imported shoes, and the sale of suchlow cost but high-quality shoes showed them thatthe alternative of so-called named brands like Adidas and PUMA is possible. The work quality and correct business strategy implemented by Nike made it the largest worldwide athletic footwear company(Business Strategy Hub 2022). The company latest in the fiscal year of 2022 generated a revenue of approx. 10.9 billion dollars which is approximately 5% greater than the last year's revenue generated. The Digital sales of Nike is even increased by approximately 20%. The increase in profit and revenue by the company shows that the customer alignment is keep on increasing towards the company(About Nike 2022). The essay is designed to obtain an idea about the business strategies of Nike. The essay will limelight’s the competitors of the company and will show the core competencies, the resource capabilities, and the outcomes(About Nike 2022). The essay for assignment help will provide a comparative analysis between Nike and its core competitors.

Core competencies

The growth cannot be defined from a single parameter and hence the same is with core competencies. The parameters like Team diversity, work culture, manufacturing standards, and customer relations define the overall business strategy(Pratap 2018). The overall strategy will lead the business in the performed direction. The study about the company shows that the core strategies followed by Nike are oriented towards their customers. Their current strategy is the involvement of sustainability in the operations of the company like manufacturing and innovations(Pratap 2018). Their Diversity in the team, strong department of Research and development, and high standards for quality control separate them apart from their core competitors. The other competitors in the market like Fila, Puma, Adidas, New Balance, etc. The diversity among the board members promotes asense of belongingness among customers. The Puma suffers a loss in 2020 due to this non-diversity among board members. The other benefit that Nike takes over other competitors is due to its best marketing practices. They involve sports athletes to connect emotionally to their customers and maintain the up mark of the quality of their products. They invest more, produce more, and hence earn more consumer trust and income(Morgan et al. 2019). Unlike the other athletics product companies,Nike focuses more on selling touchy stories than the amazing products. Nike has always created a sense of belongingness among their customers. This has helped Nike to raise the company to heights of success.

Resource capabilities

There are various pillars that are covered in the criteria of resource capabilities, which support the organization sustainably. These include customer loyalty, innovations in products their manufacturing and marketing capability, funds, market distribution, and customer base. The SWOT analysis performed on the Nike results in the following results:

Strength: The brand image and value that Nike has created makes it representable among the other customers. The high brand name does not only mean high popularity but also makes it a trustable brand. Another factor is its financial strength and marketing strategy. The financial strength of the company in the USA and the global market is much more than its other competitors in the market. The other factor that came out is its presence visibility in the international market(Paul et al. 2019).
Weaknesses: The dependency of the company is mostly on the US market. The revenue generated by the company is dependent on the US market. The company has high overseas marketing expenses.

Opportunities: The other opportunity that Nike can take advantage of is acquiring other companies and using them for manufacturing their product. Since being an Athletics product giant in the market Nike possesses enough capital and resources to acquire other companies(Pratap 2018).

Threats: The Competition in the market keeps on rising, and hence Nike also needs to work in the same sequence to raise its value in the market, to beat that competitor in such a diversifying and challenging market. The Expenses of the company are also increasing on the marketing side so to cope with them parallelly the company needs to pay more attention to the side of financial management.

The resource capabilities of Nike can also be assessed using below table-

Table 1: Resource Capability Table

(Source: Pratap 2018)

Past and predictive outcomes

The company’s past information regarding its revenue generation in the financial year 2017,2019, and 2020, shows that the company is a profit-making organization and ruling in the hearts of its customers(Pratap 2018). The company compared to its other competitors is leading and its financial statistics show that. An article shows that it has a 6% growth in the year 2016 and rise to 34.4 billion dollars in 2017. In 2017 the company has a total of approx. 750 retail stores overseas. Adidas which is a shoe giant in the world, and a large competitor of Nike reports a revenue of 21.218 billion euros in the year 2018,and in the same financial year, Nike has earned a considerable profit(Pratap 2018). Nike has reported an overall increase of approx. 5% in the first quarter of FY 2022. The profits are the results which are showing the result of Nike’s work and in the same sequence, Nike is progressing. The stock forecast on Nike also recommends the purchase of Nike shares which shows the positive outcomes from the company’s side.

Outcomes

So, it can be said that Nike when came to market with a business idea, defeated their competitors who were already well established in this business, they have not only achieved the market trust but also used correct business strategies to execute their operations. Thus, the innovation, competitiveness, and revenue growth of Nike are shown below-

Figure 1: Nike's top performance based on innovation
(Source: Stevens 2020)

Figure 2: Competitive Value
(Source: Stevens 2020)

Figure 3: Revenue Growth
(Source: Stevens 2020)

Conclusion

As per the identification of different business factors of Nike and analysis of its business competencies, resource capabilities, and significant outcomes, the overall conclusion affirms that Nike focuses on robust and high-level business strategies through which they become capable to satisfy customer needs. Other similar worldwide brands like Adidas and Puma have been also in the race of becoming top market brands but Nike has strategic business tactics that help them to present their products with high quality in the form of the latest fashion and customer-specific. It has been also concluded that constant innovations in Nike product is the USP of this company which enabled them to obtain customer values, market trust, competitive advantages, high revenue growth, and future stability.
 

References

BUS2003 Sustainability and Ethics Assignment Sample

Follow the below case study to complete the assignment -

The Chinese coffee chain, founded in 2017, described itself as "a pioneer of a technology- driven new retail model to provide coffee and other products of high quality, high affordability, and high convenience to customers". It had rapidly expanded to have more than 4,500 outlets by 2019. Luckin made false statements and fabricated its financial performance to lure in investors. Luckin failed to disclose accurate revenue and expenses, and also obtained money through false bank statements.

2. Purdue Pharma opioid marketing

Over the past 20 years, efforts have been made to hold Purdue Pharma and its owners liable for their contribution to the opioid epidemic. In a 2007 plea agreement with the United States, Purdue admitted that its marketing of the drug OxyContin was misleading and that it was addictive. Additionally, the vast majority of Purdue’s profits after 2007 resulted from its marketing of OxyContin. The wide use of opioids continued to grow, and in 2017, the U.S. Department of Health and Human Services declared the crisis a public health emergency

3. Theranos Fraud

Theranos was an American health technology company established in 2003, that claimed to have invented a device that could complete extensive blood tests with only one drop of blood. The company was not able to develop this technology properly and patients were misdiagnosed and given false test results. The founder Elizabeth Holmes misled investors and claimed much higher company profits than were achieved. She was 19 years old at the time of starting the company and was able to raise $700 million from investors. In 2022 Elizabeth Holes was found guilty of fraud and is awaiting her sentence.

4. CBS Sexual Harassment Scandal

The #MeToo movement saw millions of victims break their silence on stories of abuse, leading to convictions for some the most powerful men in politics, business and entertainment, and an improvement in sexual harassment awareness by the public. One of the largest institutions that faced widespread accusations of sexual misconduct was the American television and radio network CBS. High level players in CBS such as the CEO Les Moonves, TV anchor Charlie Rose, and executive producer Jeff Fager, lost their jobs after being accused of sexual misconduct, and a number of employees have spoken out about the company’s hostile culture.

5. Coca Cola greenwashing

Earth Island Institute filed a lawsuit against the Coca-Cola Company, the American multinational beverage corporation, for its false and deceptive portrayal as a sustainable and environmentally friendly company while in reality generating more plastic pollution than any other company in the world.

6. “996” overtime in Chinese tech companies

996’ work culture in China is the expectation in some industries, especially internet companies, that work should last from 9 am to 9 pm six days a week. Chinese company Pinduoduo took criticism for poorly handling the death of a staffer, only to face boycott calls a week later after the reported suicide of another employee. Other companies have also had deaths of young workers. Later, the Chinese Supreme People’s Court (SPC) and the Ministry of Human Resources and Social Security (MOHRSS) ruled 996 illegal, however many companies still pressure workers to follow this expectation.

7. Commonwealth bank financial planning scandal

Australia’s Commonwealth Bank customers lost hundreds of millions of dollars after financial planners put their clients' money into high-risk investments without their permission. The Senate committee looking into CBA's financial planning arm found the bank had not dealt appropriately with complaints over poor advice and alleged fraudulent practices by some of its planners.

8. Wells Fargo Fake Accounts

Wells Fargo is an American bank and financial company established in 1852. In 2016 it was revealed that the bank staff were opening additional accounts without the consent of the customers. The management of the bank had set very high sales goals for staff and many staff found the only way to meet sales targets was to create fake bank accounts. The bank fired approximately 5300 employees between 2011 and 2016 but claimed that upper management was unaware of the practices. The company faced civil and criminal suits reaching an estimated $2.7 billion by the end of 2018.

9. 3M ethical compliance

In 2021 3M was named as One of the World's Most Ethical Companies by Ethisphere Institute for 8th Consecutive Year. 3M's Code of Conduct is part of 3M's values and is a competitive advantage. It is what makes 3M's reputation as an ethical company among consumers and across many industries. 3M leaders create and promote a workplace environment where compliance and ethical business conduct are expected and encouraged by leading through example.

10. Lego sustainable materials

Three years ahead of schedule, the LEGO Group achieved its ambition to balance 100% of its energy use with energy from renewable sources. Lego then invested about $150 million in the establishment of a Sustainable Materials Center at it Danish headquarters in Billund which set more than 100 employees on the task of Lego using fully sustainable materials in its products by 2030. They aim that by 2025 all LEGO packaging will be made from renewable or recycled materials, will be made as efficiently as possible, and will be easy for consumers to recycle.

Solution

Introduction

Ethics and culture are important parts of any business unit. It helps to create and build trust amongst different stakeholder groups, thus, improving longevity in competitive market share. To obligate businesses to follow ethics, not only do owners and business people establish morally obligated rules; even national and international governments have created rules for enabling individuals and businesses to follow ethics.

Through this marketing case study help , the aim is to define the importance of ethical corporate culture and its linkage with stakeholder theory. It is very important as unethical practices impact business growth and influence society. The case study will help to understand the importance of ethical practices and why the fabrication of accounts is detrimental to business as a whole. The analysis will be done by obtaining information through secondary sources by exploring literature through websites, peer-reviewed journals and others.

Literature Review

Financial scandals have been part of businesses and corporates for a longer time. This has created impacts on economies and societies. In the past decades, fraud in financial scandals has had disastrous consequences, resulting in huge losses for vital stakeholders like investors, creditors, and the business. Financial fraud deals with the misappropriation of accounts, assets and balance sheets which gives a fake representation of the company to investors, which in the long run will result in loss, impact on brand reputation, and criminal and legal charges (Giroux, 2013). Luckin Coffee Chain has falsified accounts, thus creating a situation of distrust amongst different stakeholder groups. The company fails to implement ethical corporate culture, which will impact the business in the long run. The company also fails to build interconnections with stakeholders, investors, customers, banks, and others.
Ethical Corporate Culture and its importance

Toms (2019) examined all the incidences of financial fraud occurring from 1720 to 2009, the paper aimed to highlight regulatory responses for implicating reporting in accounting and finances. The review suggested that all evidence related to frauds and financial scandals was skewed particularly towards banking and finance-related sectors.

Darwish & Abdeldayem (2019) aimed to study and examine the relationship between managing risks and business ethics within GCC areas. The authors highlighted that financial crises, scandals and unethical compliance of corporations had raised awareness of business ethic compliances. The study used surveys from more than 970 individuals from Gulf countries, including Bahrain, Saudi Arabia, Kuwait, Oman and UAE. The empirical findings indicated that ethics mediate strong relations with risk management and business ethics as efficient managing of different business risks is highly reliant on ethics. Thus, the evidence revealed that it is important for all managers to maintain an ethical culture that will ensure that employees follow, thus creating an ethical culture. The study also highlighted that business ethics and risk management should rely on models and frameworks that will cover all phases related to identification, assessing and solving issues of unethical ones.

In this view, humility has been increasingly recognized as one of the important attributes at all levels of employees for building successful and ethical organizations. The research focused by Cortes-Mejia, et al. (2022) on humility mediated by CEO and its impacts on collective perceptions to indulge in strategic decision making. The secondary research indicated that CEO humility influences decision-making that promotes ethical organizational culture. The secondary research was supported by survey results conducted on 120 small and medium firms. Thus, the authors highlighted that humility and strategic leadership greatly impact business ethics.

Additionally, businesses operate in a dynamic business environment requiring managers and owners to make continuous improvements to build a competitive edge. Jurcevic (2022) conducted a literature review that indicated several factors influencing the development of integrated management systems. To ensure an integrated management system, it is important to embed organizational culture with values and integrity. Quality culture is a subset of overall organizational culture, which implies acceptance of quality patterns. Thus, the article highlights the importance of organization for influencing quality working patterns in a morally and ethically way.

In another article by Asher & Wilcox (2022), financial risk management practice was explored using the vertical ethical lens. The article highlighted that managing risks should be embedded in organizational culture, building on virtue ethics, value alternatives and normative expectations. Application of virtues in organizational culture needs reflective and collaborative practice from employees at all levels, while risk culture should be developed by reviewing virtue ethics. In contemporary organizations, risk cultures could be developed with leadership cultures not constructed on monetary capital. Organizations need to recruit and retain financial managers who have developed ethical virtues, while they should not be overwhelmed with legal requirements and compliances. Developing virtue ethics becomes important during leadership and risk failure; internal ethical values help organizations conduct functions on moral and ethical grounds.

Stakeholder Theory

Stakeholder Theories is a branch of capitalism which puts stress on interconnected relations among the business and important stakeholder groups like customers, suppliers, employees, investors, and others (Zoghbi-Manrique-de-Lara & Viera-Armas, 2017). R. Edward Freeman developed this theory in 1984 to address moral and ethical values that should be applied when managing organizational functions. It is important to create value for each stakeholder group to cope with competition and survive all stages of the business cycle.

Kim (2022) analyzed news articles that reported South Korean firms' CSR activities. The findings revealed that companies like LG, Samsung and Hyundai had conducted CSR activities during Covid- 19. The companies rapidly identified requirements from routine business activities and responded quickly and flexibly. It was revealed that stakeholder theory was aligned with the CSR activities of those companies as they adopted agile and systematic approaches for targeting specific stakeholder groups for contributing to the creation of social values.

Valentinov & Hajdu (2021) claimed that stakeholder theories usually encompass an instrumental and normative variety, of which the relationship is very unclear. This exhibits classic tensions amongst aspects like self-interests and moral obligation. Valentinov & Hajdu (2021) developed strategies through the study for directing the classic tensions. The study's findings revealed that systematic theoretic information would reflect the functions of real-time institutions. Thus, normative and instrumental stakeholder theories reflect modern organizations' institutional structure. The practical implication of the findings is that managers should be able to adjust complexities when moral dilemmas. Hence, it becomes important for the organization to embed normative and instrumental aspects of stakeholder theory when devising strategies for ethical conduct. Although Waheed & Zhang (2022) the study created arguments that corporate social responsibility embeds three theories: legitimacy, stakeholder and institutional and others. The findings revealed that all the theories are interrelated; hence, underpinning theoretical underpinnings is important for indulging in ethically and morally binding practices.

In addition, Fernando & Lawrence (2014) explored stakeholder theory and practices by evaluating the impacts of corporate socially responsible practice, sustainable competitive performance, and ethical and cultural practices. The empirical and secondary data collection methods revealed that corporate socially responsible practice positively relates to ethical and cultural practices in countries like China and Pakistan. Thus, the findings concluded that sustainable performance of the firms could be achieved by embedding ethical, cultural practices and corporate social responsibility.
Methods

The case study chosen for this assessment is Luckin Coffee house. The Lucking Coffee Chain was established in the year 2017. The coffee chain is determined to be a technological pioneer in driving new retail models for providing high-quality and affordable products and customers' convenience. Rapidly the chain was expanded to 4500 outlets, although it had made false statements. It had fabricated its financial performance to attract investors. This failed to disclose accurate information on revenue, costs, and different sources of income. To attract investors, it forged its accounts, while it fabricated bank statements to obtain investments in its business.

To find relevant articles for this study, renowned portals like Proquest, Sage and Google scholar were used. Phrases like "the importance of ethical culture," "Stakeholder theory," and "ethical business practice" were used. The timeline from 2012 to 2022 was selected to acquire updated insights, out of which articles published from 2015 to 2022 were chosen. Each article with pdf access was chosen to allow the scholars to review the entire article through qualitative descriptive techniques. While browsing Proquest, all the relevant articles were found on the first page. Hence, the majority of the information was selected from this portal. Other portals like Google Scholar and Sage were also used for collecting information on the topic.

The articles were selected on their publication date, covered concepts, and linked with the topic. More than 20 articles were searched for literature review, although only 12 could be used within the study.

Case Findings and Recommendations

Ethical conducts are an important part of any organization as it impacts related businesses, employees and important stakeholder groups. The case study revealed that Lucking Coffee had forged its income and bank statement to secure money from the stakeholders. It has highlighted underlying factors like lack of ethical organizational culture, issues while managing ethical dilemmas and false targeting of the stakeholder group.

Firstly, literature identified that fraudulent activities and financial scandals had increased worldwide in 10 years. This suggests a lack of ethical climate within the organizations. Ethical and moral dilemmas of employees at all levels are guided through strong organizational norms and inspirational examples from top management. In the case of the scandal of Luckin Coffee Chains, it is evident that the organization of more than 4000 stores lacks strong organizational norms, due to which employees in the accounts department were encouraged to forge income and bank statements. It might also be the case if they are encouraged and ordered by senior authorities to misguide the stakeholders through enhanced profits and fake disclosure of financial accounts. In addition, the company lacked employees with strong eternal virtue for ethics. Hence they did not protest the management team that persuaded them to follow unethical conduct.

Darwish & Abdeldayem (2019) highlighted strong relations between risk management and business ethics. Thus, the case study reveals that the coffee chain giant lacked proper risk management techniques, which impacted following ethical conduct while managing operations and seeking investments. By forging the revenue and income statement, Luckin Coffee house created a higher risk for the business by adopting unethical practices for seeking investment to support its business. Since the document produced for the investors were forged, the business could fall into serious legal charges and penalties. Also, distrust amongst the investor stakeholder group would impact its future investments and influence its survival and expansion strategies. The legal litigations would impact its brand reputation, thus impacting its capability to attract a customer base. Since the CEO did not mediate ethical behavioural patterns, the employees lacked moral persuasion to produce a report on forged data.

In addition, the company lacked CSR responsibilities, impacting its target of stakeholder groups. As Waheed & Zhang (2022) evidenced that CSR and stakeholder theories are interconnected. Besides stakeholder theories. This statement was further evidenced by Fernando & Lawrence (2014), who argued that corporate socially responsible practice is positively related to ethical and cultural practice. Stakeholder theory reveals that organizations operate ethically and morally to create values for different stakeholder groups. The company failed to apply underlying principles of stakeholder theory. By forging the documents and misrepresenting the figures, Lucking Coffee house did not aim to create value for its investor stakeholder groups, as the company's poor financial performance would result in losses for all.

Recommendations

Lucking Coffee House has adopted unethical practices for conducting business which will impact its business growth in the long- run. The unethical practices will impact stakeholder relations, backed by a lack of ethical corporate culture. The literature has evidenced that ethical culture is important for long-term business growth while adopting CSR practices enables the companies to create value for stakeholders, fulfilling underlying principles of stakeholder theory.

Luckin Coffee House needs to embed ethical corporate culture. Thus, the CEO and top management are recommended to enrol in training and mentoring session, which will provide insights on the importance of business ethics. The sessions will help modify the perceptions of unethical practice, enabling the senior team to establish ethical culture by setting examples for themselves.

The organization is recommended to develop strong operating procedures requiring each employee to abide by ethical and moral conduct of the responsibilities strictly. External auditors should develop the store operating procedures to reduce any biasness while recording figures or performing any financial activity (Zoghbi-Manrique-de-Lara & Viera-Armas, 2017).

Luckin Coffee House is recommended to employ technological tools for recording all the transactions without manual interferences. One software type for recording, managing, and sharing financial data should be used across all 4500 stores to maintain ethics and the same accounting principles. The updates on the financial position of the company should be updated with important stakeholder groups frequently. This will help to embed on transparency principle.
Also, it is recommended to Lucking Coffee House that underlying principles of corporate social responsibility should be embedded within the operational fronts to follow ethical conduct. This will include inviting external and independent auditors to validate the ethical and moral conduct of the operations (Kleyn et al., 2012). All the directors should be independent, thus following the transparency principle under CSR activities. Since CSR and stakeholder theory are interlinked, it will help to create value for specific and general stakeholder groups.

Luckin Coffee House requires ethical culture; hence, it is recommended that employee meetings should be conducted frequently. The meetings would include communication of ethical expectations, deployment of punishment and rewards on such behavioural patterns, and creating perceptions to follow ethical conduct when faced with dilemmas. Ethical training programs should be established through seminars, workshops and others for all employees.

Conclusion

Luckin Coffee house was founded in 2017 to provide good quality and affordable coffee to its clients. Despite a huge expansion of more than 4000 stores across the region, the company failed to meet stakeholder expectations and adopted unethical means of raising funds. The literature discussed that underlying factors of unethical conduct are lack of ethical corporate culture, risk management techniques and reduced application of stakeholder theory. It is recommended that Lucking Coffee house undertake steps for improving ethical and moral compliance through offering ethical training, conducting external audits and deeming all the board of directors independent. It is also recommended that Luckin Coffee House should use strategic options for acquiring profits and meeting stakeholder requirement which will reduce the impetus of unethical conduct.
 

References

MKG102 Consumer Behaviour Assignment Sample

Assignment Brief

Individual/Group Individual
Length - 2500 words (+/- 10%)

Assessment Instructions:

Students are required to keep a reflective diary of selected consumer activities ideally from Module 1 of semester. This can take the form of field notes on a word/text document, notes on your mobile phone or even audio recordings. During this time, you are to log and detail the process behind purchasing three (3)medium to high involvement items. These items may be irregular purchases and involve complex buyer behaviour.

Regular purchases of food, drinks, or other habitual low involvement day-to-day consumption products are excluded from the log. These field notes /recordings will then be used as the basis of compiling the report.

Part 1 – Applying the Consumer Decision Making Process Analyse each of your purchases using the consumer decision-making process model presented in Module 1, topic

2. You should use a sequential flow of information for each purchase.

1. Need Recognition

2. Information search

3. Evaluation of alternatives

4. Purchase

5. Post-purchase behaviour

You should in-text reference to key theories and terms associated with the model covered in the essential readings for Module 1, topic 2 as you summarise each stage for each purchase.

Part 2: Reflection and Analysis of internal and external influences
In this section try and provide a rationale to your behaviour and consumption experience using relevant consumer behaviour terminology.

Internal Influences

What were the key internal influences at play in your decision-making process for each product. Apply relevant consumer behaviour theories in topics such as: Motivation, Personality, Learning, Perception, and Attitude topics.

External Influences

What were the relevant external influences that may have affected your decision? Apply relevant consumer behaviour theories in topics such as: Diffusion of innovation, Social and Cultural influences.

It is critical in answering Part 1 and 2 that you apply relevant consumer behaviour theory in your assignment and in-text reference to this. You should be drawing on your essential readings in this subject to write the report. You can either analyse each purchase individually or you could compare or contrast each purchase as you develop the report.

If you need clarification on any of the above please speak to your learning facilitator.

Solution

Introduction

Due to its prominent role in influencing consumers' buying decisions, consumer behavior is fundamental to marketing. As a result of starting the decision-making process, consumers move through various stages before deciding to buy anything. The decision-making process is different for multiple purchases. This research compared three different purchases to get its comparison. The first section of the study details three purchasing experiences, and the second section presents theories that have been applied to these three buying experiences. Theories correctly and effectively describe the decision-making process underlying these purchases, and I have gained a fresh understanding of this process. Theories and actions are related, and the investigation in this work has demonstrated this relationship. The complexity of consumer behavior necessitates a thorough investigation, which is what this research has done in great detail for best assignment help.

Part one- Consumer Decision-Making Process

I'd like to share how I chose three of my most recent purchases in the first section. The first is ordering my favorite Laptop from an international retailer online. The purchase of a manual treadmill is the second purchase (Mishra, Singh and Koles, 2021). The third item is the smartphone I bought for my brother. From the viewpoint of the consumer decision-making process model, which is in the following, I would examine these three purchases.

Need Recognition

Buying the Laptop on an Online Marketplace:

Purchasing laptop from an online marketplace that was shipped from abroad was a pleasant experience. The need recognition process began when I realized that my current laptop was not working as well as it used to. It was taking longer to start up, the battery life was shorter, and it was overall slower. I decided that I needed a new laptop and started doing research on which one to buy.

Buying A Manual Treadmill:

It was a demanding difficult decision to get a treadmill. I want a treadmill that is affordable and simple to use. The solution was the manual treadmill. It was purchased from a local store that sold fitness equipment. Despite the fact Even though time buying it, I am pleased with the purchase and feel successful after making it.

Smartphone Purchasing:

Because I become confused, I might not make the best gifting choices. I was requested to buy a Smartphone for my brother. When I visited the Mobile store, I couldn't help but consider which Smartphone would be best for my brother. I wasn't close to my brother. So, in order to select, I must rely on the shopkeeper's guidance.
Information search

Laptop Purchasing:

To learn more about the products that are offered, I must conduct a pre-purchase search. Despite doing research at nearby shopping centers, I came to the realization that I couldn't buy the items I wanted. I was immediately bombarded with internet store marketing on my social media profiles. I initially disregarded them, but after clicking on one of the adverts, I was presented with a variety of possibilities for the laptop I wanted.

Manual Treadmill Purchasing:

I had always wanted to get an electric treadmill; buying the manual treadmill wasn't on my list of priorities. The local gym has an electric treadmill that I've been utilizing. But I soon discovered how pricey an electric treadmill was. Additionally, I was aware that running, whether it be on a manual or electric treadmill or when stationary, always has a predictable outcome. I am hence drawn to this buy.

Smartphone Purchasing:

Due to my lack of knowledge of the right Smartphone, I had to examine numerous internal and external sources before making the purchase. I was forced to use online resources, consult my acquaintances, listen in on Smartphone being used by neighbors, and go window shopping at other shops. I was able to decide with confidence to buy my brother the desired Smartphone thanks to this pre-purchase investigation.
Evaluation of alternatives

Laptop purchasing:

There were many other options than buying the laptop, so I couldn't claim with certainty that that was my sole choice. I evaluated the alternatives by looking at the specs of the laptops and comparing them to my needs. I also considered the price of the laptops and whether or not I could afford them. I decided on a laptop that had good reviews, was within my budget, and had the specs that I was looking for.

Manual Treadmill Purchasing:

There were many treadmill alternatives because everyone who wanted a treadmill chose an electric one. I made the choice to purchase a cheap item that might offer me the best value. Therefore, I did not take pricey goods and extra features into account when making my purchase. I merely wanted to jog in my room to force myself to pay attention to my physical health. Therefore, the highest evaluating standards for this buy were price and maximum value.

Smartphone Purchasing:

I was intending to fulfill my brother's wish by buying him a Smartphone, which had certain special evaluation requirements. I was misinformed about the kind of Smartphone that would best suit his requirements. I didn't watch any low-quality Smartphone on my own. I decided on Smartphone to compare brands that were well-liked by Smartphone buyers. I came to the conclusion that I needed to buy a high-quality Smartphone as a result. Low quality and cost considerations were excluded from the selection criterion.

Purchase

The purchasing decision was the most crucial one during the decision-making process. The selection of each product for purchase is covered in the ensuing topics.
Laptop Purchasing:

Finally, I made a purchase of the laptop and received them via cash on delivery. In comparison to the real market, the atmosphere in the internet marketplace was very different. There were several options that suited my tastes, and at first, I struggled to pick the one I wanted. The choice of laptop was also influenced by the social setting. because some of my friends' products also served as inspiration for me. I was not influenced by outside forces when I made the decision to buy the laptop because I found the online market to be rather appealing.

Manual Purchasing:

While making the manual treadmill purchase, I was aware of the influence of my physical and social environment. I assessed the store where I made my purchase. I looked at the things there and realized I had to pick the one that was right for me. External forces were in play at the point of purchase because I visited more than one store to make the transaction.

Smartphone Purchasing:

I was strongly influenced by outside forces when I bought the Smartphone. It was a result of my diminished desire for Smartphone. I sought a product that would be particularly appealing to my brother. I had to exercise caution for this reason. Additionally, because I was having trouble selecting one, I became perplexed by the abundance of Smartphone that were offered in various stores. So, in making this purchase, I was greatly impacted by my immediate physical, social, and temporal environment.

Post-purchase behavior

Laptop Purchasing:

After purchasing the laptop, post-purchase behavior was relaxed and fulfilling. I'm happy to have found my ideal Laptop at a reasonable price. I looked at a lot of choices before deciding on one I did not have post-purchase cognitive dissonance as a result. I'm going to buy something else from the online store's electronic section as a result. I was given the opportunity to voice my opinion about the product by the firm and the internet marketplace when they offered for me to review it. I rated fit five stars and gave the product a great review. It indicates that I am happy with the purchase.

Manual Treadmill Purchasing:

Experience with the manual treadmill is now in the trial phase following purchase. I believe that before I can review the product with assurance, I need to wait a while. Although the manual treadmill accomplishes its goal, I worry it would not have done so in this case. It's because I had no choice but to accept the product if it didn't meet my criteria for quality. I feel a little uneasy about the company's after-sale service is lacking. I don't experience post-purchase cognitive dissonance because the product is wonderful. The product is performing nicely all around.

Smartphone Purchasing:

The purchasing of the Smartphone has shown to be a top-notch item. My brother has been enjoying himself while using his Smartphone for a few days. I could exchange it if it breaks due to a manufacturing defect, the merchant informed me about the warranty. It doesn't seem likely to me that it would. I am committed to the brand as a result.

Part 2: Reflection and Analysis of internal and external influences

Internal Influences

The purchasing of Smartphone, manual treadmills, and Laptop has a particular impact on consumer behaviour theories. Motivational theories aid in comprehending the buying patterns of each of these consumers.

Since Freudian motivation theory addresses unconscious psychological factors, it is useful in this context (Rothstein, 2018). Although conscious wants are obvious and clear, it is not true that consumers are also aware of unconscious needs. I believe that the primary driving force behind the decision to purchase these three things was an unconscious need. Unconscious needs that drove the buying of the Laptop included the need for a product that is extremely well-suited to my work. According to the theory's ego tenet, ideas, memories, and feelings are all a part of the conscious mind (Eagle, 2021). The id is the part of me that has existed since birth. I think the superego's role as a regulating force was quite important in this transaction. Similar to how my unconscious and conscious minds came together to decide to buy a manual treadmill once I fulfilled my ambition to be physically fit. These intentional and unintentional considerations also drove me to buy a Smartphone because I wished to have something appropriate for my brother.

The Freudian motivation theory is difficult since it does not directly relate to theories of consumer behaviour. Instead, it is a hypothesis on how to read both the conscious and the unconscious mind. The idea of reasoned action is another method that can be used to research the perception, education, attitudes, and personality traits of customers. This notion contends that the action of a consumer is particular. Additionally, consumer behaviour also has a specific goal in mind. The consumer has the option to modify his choice after making it.

All three buying decisions fit the idea exactly. My inability to make a rational decision led to my perplexity when I purchased a Smartphone. I wanted d to achieve my goals, and I could only do that if my brother approved of the final product. Second, the notion also holds true when buying. Because I wished to attain the desired and anticipated results, I took reasoned action and chose the internet marketplace. In the adjacent shops, I couldn't find the trousers I was looking for. I switched to online shopping because of this. Third, the notion is applicable to buying a manual treadmill, which is why I went with one since it can help me get fit. The Hawkins-Stern impulse buying theory is valid and applicable, specifically to my decision to buy the Laptop online (Salva, 2022). The idea classifies impulse purchases into four categories: pure impulse purchases, reminded impulse purchases, recommended impulse purchases, and planned impulse decisions. I believe that buying a Laptop falls under the category of planned impulse buying, whereas buying a manual treadmill falls under suggested impulsive buying due to its feature similarity to an electronic treadmill.

External Influences

The outer layer of the force is made up of social and cultural factors. In each of the purchases, they have had a part to play. The purchasing of Laptop did not have a significant social or cultural impact. Although I was inspired to use such light Laptop, most people don't use Laptop in social situations. It was primarily a part of my aim, and I succeeded in achieving my goals in accordance with the principle of planned activities. I may decide on the preferred alternative and buy the desired pair of Laptop. However, society's and culture's effects are not insignificant because they must have molded my intentions.

On the other hand, society and culture have a significant impact on the decision to buy a manual treadmill (Sreen, Purbey, & Sadarangani, 2018). In the past, I would concentrate on jogging and ignore the treadmill. But it was the effect of social and outside circumstances that led me to make this decision and purchase. This purchase has also been explained using the planned action theory. I went to compare several treadmill types after making the decision based on my purpose. I first intended to get an electronic treadmill, but I ultimately decided on a manual treadmill (Garg et al., 2021). It was due to the product's straightforward features and attention to the price. This purchasing of a purchased mill is consistent with the planned behavior. External factors had a big impact on the decision to buy a Smartphone, to be honest. I had to rely on the opinions and experiences of various individuals because I didn't have any clear ambitions toward a Smartphone. Toward offered their ideas, and I took the shopkeeper's counsel as well. I bought it as a result, and I was perplexed until my brother approved of the item.
 

Conclusion

This report concludes that due to internal and external effects on the decision-making process for purchases, consumer behavior is exceedingly complex. Everyday purchases are made by everyone, and some of them are specific kinds. It is valuable to examine the purchase process from both a theoretical and practical viewpoint. I've discussed my experience buying three purchases ranging in price from moderate to high for this reason. I then applied several theories to these shopping encounters. I've come to understand that internal and external forces commonly play a role in the decision-making process. However, mental or psychological forces play a greater role than any other effect. As a result, the psychological and internal underpinnings of the process are where consumer behavior begins. behavior exterior influences shape internal influences, and internal influences influence external influences. Consumer behavior has been explained by a variety of theories, but in my situation, information collecting played several different roles. This is the main reason why I take my time gathering information on the things I wish to buy.

References

BAS121 A Fundamentals of Marketing Assignment Sample

Assignment Brief

The assignment is served as two purposes:

• To assess students’ knowledge about contemporary issue of marketing

• To diagnostic test of the students’ writing and referencing skills. 15% of your course grade is allocated to this assessment.

TASK

• Write a short essay [word limit: 700 words (±10%) (excluding reference list] based on the following topic:

Essay topic:

Metaverse is the virtual reality and mixed reality worlds accessed through a browser or headset, which allows people to have real-time interactions and experiences across distances.

Many companies have hopped on board the metaverse bandwagon also envision some sort of new digital economy, in which users can create, buy, and sell goods.

However, this is more difficult than it seems. Discuss, with specific examples:

a) The impact on marketing activities of the metaverse
b) How the metaverse can help create and capture customer value
c) What are the social concerns about the metaverse?

INSTRUCTIONS

• The response should be professionally written

You are required to respond to the statement above and write the responses in an essay format. The points of this assessment are to test your knowledge on contemporary marketing issues as well as to provide students with an at-risk assessment.

As the assessment asks for the opinion, the arguments need to be supported with reliable sources of information. It is expected that the students will cite at least 4 references. Please be sure to include relevant theory to support your answer, including academic journal articles accessed via Google Scholar, EBSCO Host etc., as well as industry reports (IBIS World, McKinsey, Deloitte). You must use Harvard referencing in both the written report and the presentation. Please refrain from using internet sources like essay.com. marketing.com, seminar slides, dictionaries, about.com. In addition, at UBSS copying from a source without proper acknowledgement is severely penalised as leaving paragraphs and sentences without a citation. Quality and insights are more important than quantity – you can only do this if you read and understand the articles

• You should strive to write in as clear a manner as possible, using well- constructed paragraphs, and avoiding bullet points, incomplete sentences, or overly formal or informal language.

• Format: Arial 12pt or Times New Roman 12pt, double space

• Provide a list of references (Harvard Style)

• Upload your document to the appropriate assignment link on Moodle

• Name your file using the following convention: BAS121 Student ID FirstName.docx

Solution

Introduction

Metaverse refers to a cluster of all the virtual space that is established with the help of blockchain applications. The purpose of this study is to demonstrate the impact of the Metaverse and its importance in creating value for consumers. It will also discuss the social treatment of Metaverse in the current time.

Metaverse has brought a plethora of opportunities for business establishments to reach a huge mass of customers in such a manner that leads to a symbiotic relationship between consumers and brands (Dwivedi et al., 2022). Metaverse has a positive impact on companies as it has helped companies with immersive marketing practices. For best assignment help It has aided entrepreneurs in establishing many manifold chances to converse with the base of consumers more engagingly. It also aided marketers to experience virtual reality by traditionally browsing over the internet. Through Metaverse, brand establishments can be able to interact with its consumers along with showing them the goods and commodities. As an instance, Asos is one of the online apparel companies in the UK that is using Metaverse for showing the pictures and videos of its products to consumers to fascinate them so that the company can be able to achieve a huge market share in the long run (Yang et al., 2022). It is worth saying that utilisation of Metaverse helps in the engagement of experiences of consumers and due to this ground the company is quite hopeful regarding advantages in the global market.

Metaverse also helps companies in elevating their market position by enhancing sundry marketing action plans. One of the biggest advantages that Metaverse brings is the pertaining of the manufacturing aligning with facts that leads to the growth of the company (Xi et al., 2022).

Asos has a partnership with Metaverse which is based on the grounds that Metaverse supported games will show the logo of Asos so that the reputation of the brand intensifies. Metaverse has promotional opportunities to the organisations through which the companies can be able to reach a large number of consumers and as a result, the brand value of these firms is going to magnify (Bowler, 2022). It is one of the vital marketing tactics that the companies are using for manufacturing unique NFT, advertisements using virtual display and other events conducted digitally (Kim, 2021). Marketing through Metaverse is different from two-dimensional marketing practices as Metaverse helps consumers to find the most suitable product in the virtual arena. Metaverse provides such an opportunity to the organisations that it can reach a large number of consumers within a short span of time.

Figure 1: Metaverse Hype cycle
Source: (Bar-Zeev, 2022)

Hence, it is a significant reason that the companies are able to reach customer values and its level of sales increases that leads to profit maximisation. Starbucks has also entered the arena of Metaverse and it is offering its loyal consumers limited NFTs through which they can be able to unlock more reward points (Fantozzi, 2022). This has helped the company to gain competitive advantage and the values of consumers as well. Apart from the positive impacts of Metaverse it also poses huge threats to companies in manifold ways. Some of the social concerns are as follows

Metaverse is considered to be the future version of the internet and the usage of augmented technology gives rise to the threats of privacy policies. It uses some technology that is used to track human activities. For instance, VR-headsets have this technology that tracks the activities of humans and hence poses a great challenge to the privacy concerns (Park and Kim, 2022). Metaverse has an adverse impact on the health of people as they experience an amazingly immersive world that is pure virtual that at times makes people depressed and anxious. Metaverse has made people addicted towards gaming and it has become one of the biggest challenges for the kids as well (Nica et al., 2022). Hence, getting hooked with the usage of Metaverse poses huge threats for the health of kids and it gives greater problems for the future career of people. It is significant that for the usage of augmented reality access to the internet is quite important. However, internet connectivity for people is quite expensive and as a result it is not accessed by many people (Park and Kim, 2022). Taking an example of VR handsets needs high-tech connectivity which is not possible for a section of the population.

Conclusion

It is inferred from the study that the advantages, social concerns and impact of Metaverse in bringing value to the company is discussed here.

Reference List

ENT201 Sales and Negotiation Strategies Assignment Sample

Assignment Brief

Individual/Group Individual
Length 2000 words (-/+ 10%)

Learning Outcomes

The Subject Learning Outcomes demonstrated by successful completion of the task below include:

a) Apply knowledge of consumer behaviour to communicate effectively in sales and negotiation processes.

b) Select and demonstrate the use of an appropriate sales and negotiation strategy to best serve a variety of business contexts.

c) Implement an ethical and sustainable approach to sales and negotiation.

d) Identify and reflect on personal challenges in sales and negotiation, and develop a strategy for your development as an entrepreneur.

Task Summary

Prepare, test and evaluate appropriate sales and negotiation strategies with your own venture or proposed venture. Please refer to the Task Instructions for details on how to complete this task.

Task Instructions:

To complete this assessment task, you must:

1. Select a sales and negotiation strategy from the strategies provide in the learning resources, for your current or proposed venture.

2. As an introduction, provide an overview of your task.

a. Include a brief background and overriding objectives for the project/venture.

• This will guide your testing and give important background to your Learning Facilitator.

b. Explain your choice of consumer, sales and negotiation strategies chosen, and methods to be used in the test and why these suit your venture.

3. Test your strategy using social media or direct face to face/phone/online contact with potential consumers.

a. Include all of the following activities in your project as you test:

i. Generating leads
ii. Making initial contact
iii. Qualifying the prospect
iv. Presenting your product or service
v. Overcoming objections
vi. Closing the sale or achieving a commitment to talk/meet again
vii. Asking for referrals to generate more leads

b. Appropriate social media might include:

i. Facebook discussions, polls, Facebook Live
ii. Instagram
iii. Whatsapp, Messenger or other messaging social media app

c. Face-to-face/phone or other methods may include:

i. Setting appointments and conducting presentations using PowerPoint
ii. Online live webinars using Zoom or other live video
iii. Networking events and Expos, demonstrations of product or service

4. Outline, explain and evaluate your test results in your project.

• Be mindful to protect the privacy of your consumers by deleting names and images, or obtaining permission to use images and video.

• Your explanation and evaluation should demonstrate your knowledge and understanding of all modules studied in this subject so far.

a. You should plan to include both the tests and the results from your testing and add these results to an appendix to your project. These may include:

i. Social media tests and analytics
ii. Feedback from potential customers
iii. Screen shots or other examples of your test discussions and comments
iv. Sales and negotiations scripts
v. Saved brief videos or audio recordings of webinars

Solution

Introduction

Negotiation is not the cup of tea, instead, this is a complex process in marketing in any company. This involves persuasion, reasoning, and psychology. There is a need for specific skills and mindset to make a successful negotiation. This is a social strategy that includes effective communication and strategic reasoning. An average human needs lots of experience to achieve this skill set. There is a need to focus on the strategic aspect, this is a sequence of the decision-making process.

Sales and negotiation are part of the marketing strategies for any organization. Selling is an important part to run any business whether this is a service sector or product sector. Communication is the key to negotiation. The negotiation may be between clients and company, between company and customer, between company and vendors, etc. the company strategies include understanding the customer behaviour and replying in such a way that, it could be a win-win position. The demonstration is the key to selling. A good demonstration of the product or services will increase sell of the company. Effective communication will lead to the success of the company in any department including sales and collaboration. There are various kinds of sales and negotiation strategies. This project will be based on the one negotiation strategy that can be used in sales and marketing. As earlier said there are various kinds of sales and marketing strategies available in the market. Out of many Sales and Negotiation Strategies, the telephonic Sales and Negotiation Strategy has been selected for this project. This task will explore the various factor of Sales and Negotiation Strategies in marketing. This task will consider ethical and personal challenges in this strategy for best assignment help. One going through this project will understand the importance of communication in Sales and Negotiation Strategies in various contexts.
 

Test strategy

To check the strategy, there is a need to conduct a live test over the phone with the parents on behalf of the company. There are a few factors that need to be considered here say lead generation, making initial contact with the customer, qualifying the prospect, presenting your product, over company problems during the sale, closing the sale, and asking for a referral. Let’s see them one by one

Activities

• Generating leads: Telephonic strategy is a good way to generate leads for sure. As earlier said this is a vaccine-making company and its target customer is kids. The company employee can talk to the local hospital for the leads or data. This will be very much beneficial in collecting data for the company. Another thing is that company can call the local authority for the data over call. A company employee will explain every detail that will include the benefits of the vaccine to the kids. If a sales employee is manipulative and good at communication, then the company will get access to the newborn baby in that area.

(Source: Author)

• Making initial contact: making initial contact with the kids born in a specific area will be a little bit difficult. Is that parents will not entertain the person who will speak over the phone initially. If the company employee is good at communication, he will explain all the benefits to the parents that they will kids have after having the vaccine. So initial communication is very much important here. Only an experienced person is supposed to talk with the parents and explain all the benefits of the vaccine, then, only parents will be convinced and they will allow visiting for a vaccine to the vaccine company(Pane, & Hermawan, 2022).

• Qualifying the prospect: Once leads are received, there is a need to filter the prospective. Not all leads are useful. Qualifying the prospect means figuring out the prospective leads. There is a need to find useful leads. There is a need to filter the leads that one will get over the telephone from the hospital or the authority. The sales team needs to figure out which kind of leads will be useful for the company. Those kids who had been born before two years will not be a useful lead as those kids have already taken medicine. So leads are filtered here (Bolander, & Richards, 2018).

• Presenting your product: Now there Is needed to present their product to the customer. A salesman of the company will reach out to the parents of those kids from the available data and they will explain the benefits of the vaccine to the parents. This needs to be effective, the way of communication needs to be in such a way that one will be convinced enough to allow them for the vaccine. A salesman must have full knowledge of the product then only they will be able to explain it to the customer.

Figure 3: Presenting product
(Source: Author)

• Overcoming objections: The next factor is that salesperson will have to face the objection. The person or customer will not be convinced easily, they will raise cross questions such as the effect of the vaccine, the cost of the vaccine, and various other things. The salesperson of the company will be ready to counter these questions then only the customer will be convinced. A salesperson will have to counter these questions with communication and intelligence along with data then only parents will be convinced. A good demonstration of the product or services will increase sell of the company. Effective communication will lead to the success of the company in any department including sales and collaboration. The effective communication over the phone is requried to convince the customer to buy the product.

• Closing the sales: The next step is closing the sales, once the parents are convinced of the product or vaccine here then he needs to close the sale over the telephone by taking the address or payment details. The solution needs to be pitched successfully and overcome the objection. The person needs to be helpful but not pushy, otherwise, things will be different. Negotiation strategy will be telephonic. Company will collect leads from the hospital and call them for the vaccine, if sales person is good enough in communication sales will be converted.

• Asking for the referral: Once the sales are closed, then there is a need to ask for the raffle from the customer. parents are customers here. So they will have a referral for sure as they were in the hospital. There might be contact with the other parents in the hospital. So asking for a reference is a good idea. This will increase the positive customer database for the company and ultimately this is the best way to execute a sale. Here it can be observed that from a vaccine-making company, a sale has been executed to the parents For the vaccine process of their kids in various steps.

Face-to-face/phone or other methods

Setting appointments and conducting presentations using PowerPoint: The appointment and the presentation system will work once Parents will entertain the call from the company. Once the call will be entertained by the parents (customer) and they will allow for an appointment then only this will be possible. If sales are pitched effectively then our appointment could be fixed. This would bring a big chance for the salesperson to execute his project to the parents. Once parents will understand the importance of that vaccine and then this lead will convert. so this is the way to deal with this option (Setiawan, & Hakim, 2022).

Online live webinars using Zoom or another live video: This is another way to deal with this project. Companies can arrange online webinars, they can address hundreds collectively. This will be good for the company. Zoom call is a good way to deal with the project, this stops wastage of time, and one can explain things over call or messages. Recognize the way to collectively explain things to multiple people. But before that, there is a need to approach those people. If they will be convinced then only they will join the meeting, so the initial invitation needs to be catchy. This will be beneficial for the company (Boyer, & Jap, 2022).

Networking events and Expos, demonstrations of product or service: Again this is a collective way to demonstrate the product. That could be done in networking events. All these ways will bring benefits to the company by converting more and more leads (Stock, et al, 2022). The negotiation strategy will be telephonic. The company will collect leads from the hospital and call them for the vaccine, if a salesperson is good enough in communication sales will be converted.

Outline, explain, and evaluate your test results in your project

After going through the various test results, it can be concluded that. The telephonic conversation has more lead conversion as compared to any other method. Telephonic conversation gives a direct impact on the customer. It gives time to expand the product Effectively. Communication has played a good role in finding out this result. One more thing that could be concluded here is that communication is the key to the success. Apart from communication, another thing is writing. In all kinds of marketing such as WhatsApp marketing or Facebook marketing writing plays an important role. The things that are going to be written need to be catchy then only one will be attracted to the post. Another thing that can be concluded here is that Facebook has a more customer base as compared to any other social media site. While choosing among demonstrations of the product, networking events, and online live webinars play an important role.

End of the sale feedback was taken from the various customers, and it was observed that most of the customers are happy. They found out that sales are not pushy, but helpful. Even in WhatsApp messages or webinars, things have been explained in a very effective manner and in small time. Overall, this brought a big, successful sales pitch for the company.

Conclusion

For this task, a telephonic Sales and Negotiation Strategy has been selected. Consider a product-based company that is willing to sell its product to the market. The company is chosen here as vaccine making company. The product is here vaccine and the customer is here newborn kids. The sales will be made over the telephone by the company employee. This suits the company as the telephonic way is more convincing as compared to email or any other strategy. Everybody is concerned about the health of the kid so convincing parents about the vaccination over the phone will be a good idea for sure.

References

MCR007 Introduction To Project Management Assignment Sample

Design a project proposal related to either your home or workplace (such as a planned extension, overhaul or refurbishment, IT infrastructure expansion) or a large private function for an extensive audience (for example, a wedding reception or a music festival or a marketing promotional campaign) or the establishment of a hypothetical business. You should look at a problem that needs to be solved or an opportunity that could be exploited through the implementation of a project proposal. Prepare a detailed analysis incorporating all discrete tasks, costs, time frames resources, outcomes, stakeholders and contingencies.

NOTE: This assessment MUST be in an essay format and address the planning of an original proposal, not an evaluation of a project proposal that has already been undertaken.

WORD LENGTH: 1,000 words (approx.).

Solution

Introduction

The recent outbreak of the pandemic has increased the concern of the customer towards the green products. The brand Kiya is an online fashion brand operating in the UK and is willing to launch a “shift for green campaigns" to propose their new green and sustainable fashion product so that the attention of the customer could be derived and the brand could make a profit in the market.

Background

Kiya is a unisex fashion brand that is willing to derive the attention of the customer towards its newly launched sustainable product line. In the process of doing so, the need for a well-organised marketing campaign is a must. Vafaei et al. (2019) opined that green marketing is helpful in promoting sustainable products among customers. It promotes sustainable fashion and thus ensures in developing the brand equity. As the fashion needs of the customer are changing, the use of marketing campaigns has become essential to develop the buying influencers so that success in the complex market can be gained. The focus is this made to launch the shift to a green campaign successfully.

Scope

The project will be executed online using social media sites. The entire campaign will be virtual, and thus the estimated cost for it is limited. The customer of Kiya, as well as the other environmentally concerned fashion customers, will be targeted as per the proposed campaigns. A team of expert marketers with good internet connectivity along with gadgets like mobile and laptops are the key requirements for this campaign's launch and decision. The campaigns will focus on the resident of the UK, and this measure focuses on the fashion enthusiast who is willing to contribute tirades the environment with their small change in fashion purchases.

Objectives

Objective 1

Objective 2

Objective 3

WBS or Phases of Work

Figure 1: WBS
(Source: Self developed)

Bizarrias et al. (2020) opined that the execution of a project needs planned approaches. It is to reduce confusion and execute successful outcomes. The “shift to green” campaign will have five distinct phases such as initiation, planning, execution, control and closure. Each phase is a milestone in the case of meeting the desired objectives.

Metrics for Evaluating and Monitoring

The key Performances Indicator used to evaluate the proposed marketing camping for assignment help are revenue growth, the rise in sales of the green product range, the enhancement of brand equity well, and customer satisfaction enhancement. Lima & Cruz (2019) were of the opinion that the KPI is effective in monitoring the successful nature of the proposed plan. It outlines the degree to which the motive is achieved. In this campaign, the mentioned KPI would act as guidance to derive profitable outcomes for Kiya in launching their green fashion products.

Timeline

Budget 50

Risk Assessment

Conclusion

The “shift to green” campaign will be helpful in boosting the sakes of “green product rage” of Kiya in the UK market. The campaign on social media will be able to attack the wide customer base and thus encourage them the shift in their buying, which could help contribute towards environmental protecting. The expert involvement and virtual approaches of the prosed campaign are sure to derive productive outcomes for Kiya. The brand will be able to gain customer attention and thus leads to the development of brand equity for future sales as well.

Reference List

THH2112 Digital Marketing for Tourism and Hospitality Assignment Sample

Assessment Task -

The student is required to use a Hospitality business and develop a Digital marketing plan for the next three years for their chosen Hospitality/Tourism company.

Your Digital Marketing Plan should include:

Opportunity

Digital contribution review using analytics customized to the business – What is digital marketing contributing now?

· Current digital marketing capabilities – How will we improve our governance of digital marketing?

· Digital or Multichannel SWOT – What are the key issues we need to manage?

· Defined SMART Goals, Objectives and KPIs – What will digital marketing contribute in the next planning period.

Strategy

· Vision for digital channels – What will digital marketing contribute in the long-term.

· Segmentation and Targeting – What existing and new targeting approaches will we use to boost acquisition and retention?

· Value Proposition – How can we improve value delivered by our brand(s)?

· Budget for investment – What budget is needed to implement strategic digital initiatives?

Action

· Digital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics.

· Measurement and testing – What optimizations are planned to improve efficiency and effectiveness?

Solution

Introduction

Digital marketing helps to evaluate the potential of support in one-to-one marketing and social CRM capabilities accordingly. The hospitality industry is able to generate mass customisation for enabling e-CRM activities that generate rapid social marketing responses. Media fragmentation describes the hospitality industry to analyse the increasing consumption of a range of media such as TV media social media web magazines radio stations and others for generating integration with the target audience. In this case, the application of digital marketing is advocacy which is indicated by measures to develop brand affinity and customer attraction through positive influence. Moreover, identification of the macro environment through digital means helps the hospitality industry to modify its planning implementation and performance accordingly for future development.

Agenda/ Contents Overview

The present study aims to evaluate the impact of digital marketing on the hospitality industry for maximizing profit in this competitive market scenario. The study has selected a hospitality enterprise named The Landmark London. This presentation has provided a brief description of this company's background for analysing its revenue model flowingly. Moreover, market development strategy positioning strategy target market strategy social media strategy has also been evaluated before identifying the digital marketing mix. Hence evidence from the authenticated website for assignment help and pure reviewed journal has emphasised the reliability of this study.

Company Background

The Landmark London is a 5-star blissful Hotel situated in London. The report has highlighted that the company has approximately 200 employees. The official website of this organisation has highlighted that they follow equal opportunities for the workforce to maintain continuous improvement. In addition, the teamwork nature of this company has provided the required communication and integrity for strategic decision-making and problem-solving skills (Landmarklondon.co.uk, 2022). Moreover, the report has highlighted that the concerned organisation generated approximately 16.9 million gross profit in the year 2018 and it has obtained 103.2 million in revenue in the same year (Click.co.uk, 2022). According to the opinion of Thahaet al. (2021), the concerned organisation has grabbed the status of the champion due to its people management and collaborative culture within the workplace. Moreover, the Royal Garden Hotel Limited, Cliveden House and others are the main competitors of this concerned organisation. In that competitive scenario, continuous development in features state-of-the-art technical facilities has improved organisation profit maximization and customer engagement strategy at the same time (Landmarklondon.co.uk, 2022). More to a similar context, the company offers professional meeting facilities, Spa, health club, glass roof dining, regular live music and others for effective customer satisfaction.

Revenue model

Application of the revenue model helps organisations to evaluate financial statements and the way for developing revenue growth in this competitive era. The case study has highlighted that the revenue of The Landmark London came from direct traffic. In that case, the brand reputation of this organisation has attracted consumers instead of completing a transaction after comparing it with the consumers via a search engine. This competitive advantage has emphasized visibility in search engines for competitive keywords that have to some extent. Moreover, a 183% increase in organic traffic has helped the concerned company to develop its revenue maximization of approximately 45.2% in recent times (Click.co.uk, 2022). According to the viewpoint of Barber et al. (2021), the direct self-revenue model of this concerned organisation has maintained a relationship sales cycle and the Enterprise sales cycle. As argued by Khosrow-Pour (2018), adequate requirements for the workforce can sometimes impact the scalability of the organisations through the direct sales cycle. In this scenario, situational analysis based on the socio-economic perspective of the business surroundings can help concerned organisations to modify their business model according to the circumstantial requirements.

Market Development Strategy

Increasing the rate of facilities based on the structured plan and will designed strategies as per the situational demand can develop the market position of the organisations in this crucial scenario. It has been reported that the concerned organisation has focused on a Holistic business approach that provides a successful economic development in this market scenario. China-centric 5 years strategy of this organisation with attractive facilities has grabbed a long-term incentive for this organisation (Skift.com, 2022). Moreover, the double happiness camping of this company has depicted a cultural development and high revenue generation in comparison to history. The company has provided services related to payment structure, Wi-Fi services and others that help the organisation to increase price consciousness from reliable clients such as Financial Institutions and others. Hence the evidence depicted that overall traffic for this company has increased up to 33.4% in recent years. The report has showcased that the increasing visitor crowd has provided tremendous success to The Landmark London more than their expectations.

Target Market Strategy

The luxurious outlet and services of this concerned organisation have mainly focused on the higher middle class and higher class audiences as their main client. The 8-storey glass roof atrium of this hotel offers a beautiful dining experience to the top-class consumers with live music. The company also focused on the business class audiences to develop their profit maximization. In recent years, a China-focused strategy of this company has become a significant prison for their profit maximization in this competitive market scenario as well. In addition, the effective meeting facilities of this hospitality company have significantly attracted top-class audiences (Forbes.com, 2022). The Landmark London has focused on demographic market segmentation in this recent era to attract higher-class audiences, business personalities and others. In the case of Geographic market segmentation, the organisation has focused on Chinese audiences by providing them with Quality Services related to food beverages and others which increase up to a 15% success rate (Skift.com, 2022). However, shrinking revenue from the residential conferences has driven the organisation to accelerate its profit by engaging Chinese consumers which have also mitigated risk regarding UK's Geo-political climate.

Position Strategy

The Classic and luxurious hotel The Landmark London has intended to provide world-class services for maximizing their opportunity in profit maximization and customer attraction accordingly through continuous development strategy. Moreover, the company has implemented online product customisation for product performance excellence. Official website of this company highlighted that it provides 300 rooms including 51 suites which have improved its revenue up to 45.2% in recent years (Forbes.com, 2022). More about the main competitor the Royal Garden Hotel has achieved 19 million dollar revenue in recent years whereas the concerned organisation has generated 50 million dollars through their online pricing strategy related to competitiveness and market sensitivity (Lin et al. 2020). The company combines available dynamic information with the pricing strategy to make the transactions more reliable with situation. The consumers also can get personalised features while booking though the official website that improves their CRM strategy for accelerating the market position.

Social Media Strategy

Social media has taken a crucial role in digital marketing that improves collaboration with the target audience base. The report has highlighted that the concerned organisation uses its private social media groups and weekly newsletter to ensure effective communication with the target audience. The report has highlighted that SEO optimised strategy related to organic search has increased the visibility of Landmark’s website. The report has also highlighted that applications based on the free consultant the organisation become able to grab their organic traffic on official websites up to 138% (Click.co.uk, 2022). Along with this one want to optimise keywords has improved their social media acceptance and customer retention at the same time.

Digital marketing mix

Conclusion

It can be concluded by evaluating this aforementioned discussion that emerging markets request modification in business infrastructure including digital marketing. SEO optimised marketing strategy has played a crucial role for attracting the target consumer base. It has been evidence that increasing the rate of organisational brand reputation has helped the organisation to get a significant position in keyword searching. Hence the organisation has grabbed a 50% of ranking in keywords searching that has increased its customer retention strategy accordingly. Moreover their focus on target market based on the geography and demographic segmentation also help them to modify their strategic marketing and development in business infrastructure. In a different context developing a significant HRM strategy by supporting employee’swellbeing has also accelerated the dedication of the work force. As a result, it also provides a sustainable revenue maximization strategy in this competitive market scenario as well.

Reference list

BUSM4177 Leadership and Decision Making Assignment Sample

Word limit – 1500WC
Weighting – 30%

Assessment details

In this assessment, you will critically reflect on the guest industry speaker's experience, synthesise your assignment writing and apply it to the leadership qualities of your chosen leader. You will be challenged to research and apply leadership theories, models and concepts that you have so far learnt in this course.

By, analysing and applying leadership theories and models in this assessment, you will be building your knowledge and understanding to then be able to act on feedback that will enhance your leadership capabilities and act on opportunities for leadership development in Assessment.

This assessment for online assignment help has three stages:

1. Listen to the presentation provided by the Guest Industry Speaker. The Guest Industry Speaker will outline some of the difficulties that leaders face, and you will need to critically reflect on the qualities needed to be an effective leader, and the relevant models and theories. For more information about how to write and (and how itis different to a personal reflection), check out ‘RMIT Learning Lab: Writing an academic reflection’.

2. Using the knowledge gained from your assignment writing, select a person whom you consider to be a successful and effective leader. This person could be:

someone you work/ed with
anyone you judge to be a good leader
someone you interact/ed with in person
a public figure
someone you have read about.

3. Research and identify your chosen person's leadership traits, behaviours and use of power. Then answer the following questions:

Q1: What makes your chosen person a good leader?
Q2: How do you perceive this person's leadership traits and behaviours to be effective?
Q3: How does the person use power and influence to make that person an effective leader?

Solution

Introduction

This paper will shed light on the lectures on the global industry mindset on the current leadership by the guest industry speaker, Atish Gonsalves. The guest speaker's personal experiences will be evaluated through this paper in order to highlight the leadership qualities of Sundaram Pichai, the Chief Executive Officer (CEO) of Alphabet Inc. and its subsidiary Google. The leadership models, theories as well as concepts demonstrated through this course also will also be shed light on in order to align those with the current leadership styles and models followed by the CEO of Alphabet Inc. Later the leadership qualities will be highlighted in order to evaluate how those are justifying the leadership qualities of the chosen industry leader. This paper will primarily answer three questions that will identify the reasons for choosing this particular industry leader. The effectiveness of the leadership traits and behaviors will also be evaluated by answering the next question. Finally, the third one will shed light on the leading powers and influence of the chosen leader that have made him successful in his leadership career.

Pichai Sundararajan was born in 1972 in Madurai, Tamil Nadu, India. He later took citizenship in the United States of America (USA) and he has been to IIT Kharagpur to pursue his B.Tech career. He went to Stanford University to do his master's and went to the University of Pennsylvania for his MBA degree. He started his career being a materials engineer and now he is the CEO of Google and Alphabet Inc. (Shepherd 2020).

Body

Q1: What makes your chosen person a good leader?

As stated by Gonsalves (2022), successful leaders are good storytellers who share and curate authentically. They focus on building a successful community by authentic storytelling and engaging with their own reputations. Thus, they become capable of building authority around their own experiences. As he has been highly involved with situational as well as social leadership for a noticeable period of time, the importance of raising awareness of whatever is happening around the industry has been stated to be one of the major factors for the leader to consider. Open-mindedness to support other leaders is another trait that a successful leader demonstrates throughout his career. Another trait of a successful leader is to make data-driven approaches in decision-making. Gonsalves (2022) also highlighted that trust plays a major role for a leader to direct the underworking teams in the very right direction. He also stated that always having a learning mindset enables a leader to stay aware of the industry he or she is leading and thus, appropriate decisions can be made. Ethical leadership is also another leadership model that determines successful leadership traits (Banks et al. 2020). Sundaram Pichai is certainly a good storyteller who often has been observed to share his own journey of becoming the CEO in order to encourage the workforce. He certainly is open-minded to helping other leaders as well (Tran 2017). Sundaram is always aware of whatever is happening around the industry and he makes data-driven approaches in most cases. The CEO also follows ethical leadership models to respect the workforce as well as encourage them to contribute in better and innovative ways. Hence, I have chosen Sundaram Pichai, the CEO of Google and Alphabet Inc. to be a good leader based on his leadership qualities and mentiality.

Q2: How do you perceive this person's leadership traits and behaviors to be effective?

Banks et al. (2020) have talked about ethical leadership and its importance in organisational decision-making. He has stated that where the workforce is not respected properly, the involved leaders can not be considered ethical leaders, rather they are not leaders at all. Asrar-ul-Haq & Anwar (2018) also said that an ethical leader can develop an adaptable mindset to introduce equality as well as diversity to the work environment. I have found Sundaram to follow ethical leadership in order to maintain effective communication with the team members and also gather crucial market data. The ethical standards also are followed by the Google leader which enables the team members better opportunities to develop both their personal and professional identities. I can assure that Sundaram possesses an adaptable mindset and thus, equality and diversity can be observed in both Google and Alphabet Inc. (Tran 2017). Furthermore, core sustainability and fairness are the universal principles of unity that need to be introduced within a work environment which would further contribute much to developing the society and making the environment more sustainable (McClean et al. 2019). I also have found the Google CEO to follow core sustainability and fairness principles in pursuing his major job roles at the company. The initiatives taken by him were intended to put positive impacts on society. As per the statement of Gonsalves (2022), successful leaders are those who are capable of inspiring the workforce in order to help them co-create better. Personal values and principles play major roles in determining the inspiring aspects of working individuals (Santos et al. 2021). I have found in several studies that Sundaram always encourages the employees to co-create better by following his personal principles and values. On the other hand, he is a good storyteller who has motivated the whole community through speech (Tran 2017). Thus, authenticities were built with effective storytelling which is further reflected through the updated values and principles of the workforce (Santos et al. 2021). Sundaram also has demonstrated the ability to co-create being a successful leader as it has developed the economies as well as the nature of the evolving work schedules. According to me, another trait of a successful leader is to demonstrate the vision and mission to the employees clearly and also motivate them to meet those within the desired time period. They also are capable of drawing principles depending on the vision and mission statements so that the employees can follow the right tracks to achieve both the short and long-term goals. I have found Sundaram to demonstrate clearly the mission and vision to the employees in order to develop effective principles for them to follow. Apart from this, for a successful leader, communication, honesty as well as integrity are some of the crucial traits. Communication allows the leaders to introduce effective collaboration among the underworking team members whereas honesty and integrity help them to send positive messages to the employees regarding following proper discipline and schedules in pursuing their daily job roles and responsibilities. The Google CEO has been found to possess effective communication, honesty, and integrity skills that eventually encouraged the team members to follow proper discipline in the workspace and thus it can be stated that he has been following the contingency leadership theory. Another leadership trait Sundaram has demonstrated is to empower other people in the work environment in order to ensure nobody makes mistakes, whereas all contribute equally to develop suitable solutions to a problem. Gonsalves (2022) also stated that the management only works within the boundary whereas a successful leader having effective leadership traits and behavior pushes outside the boundaries ethically. Sundaram follows strict rules all the time and blends in with the underworking teams in order to direct them in the very right way. Storytelling is another effective trait of a successful leader that Sundaram has used in some cases in order to encourage the underworking team members to contribute in a better way. He is often observed to focus on following the social leadership style which primarily intends to put positive impacts on society rather than gaining an organisational achievement. This particular trait of the CEO of Google and Alphabet Inc. has been confirmed to possess effective leadership traits and behaviour (Tran 2017). Furthermore, behavioural leadership theory is followed by the CEO of Google and Alphabet Inc. that has enabled him to support all the employees through providing performance rewards as well as timely salary hike. Thus, I have found him to be a perfect leader to show the effective leadership traits and behaviours.

Q3: How does the person use power and influence to make that person an effective leader?

Sundaram is known to focus on the continuous development of work structure and culture according to the needs and demands of its global client base. The CEO of Google always focuses on being an excellent teacher so that proper knowledge on development can efficiently be shared with the team members. He always is known to focus on the development of his own skill sets (Tran 2017). Sundaram always tries to encourage the teams to perform better and direct them on the right way to increase their efficiency. He uses his influential abilities to encourage the team members to generate interest in achieving success as well as well-being. He follows a data-driven approach to determine the success of the underworking team members and thus, his result-oriented approach fetches him the desired outcome every time. Furthermore, effective communication can be observed on behalf of the Google leader that has contributed much to encourage his team members and by listening to them properly, he managed to introduce positive changes to the work environment (Tran 2017). He also provides suitable learning opportunities to the employees and thus, they can develop both their professional and personal selves each time which further reflects in the overall productivity of the company. Having a clear vision and strategies is another trait of Sundaram that influences the teams to follow only the directed path. Such methods of using the leading powers have made him an effective leader.

Conclusion

It can be concluded that Sundaram follows almost all the positive leadership traits displayed in the transcription on the global industry mindset on current leadership stated by Mr. Gonsalves. It has been found that all the qualities of a successful leader can be found in the current CEO of Google which has made him one of the most successful leaders contemporarily.

Reference list

MKT60010 Marketing Management Assignment Sample

Assignment: Case Analysis

Aim: This assignment aims to assess ULOs 1, 2, and 3 for the unit of study.

Nature of assessment: Individual

Word limit: 2,500 words

Case Study:

Tesco in China: How could things go so wrong?

Case study link - https://www.neilsonjournals.com/JIBE/JIBEpromos/TescoinChina14P.pdf

Solution

Introduction

TESCO is a well-known organization across the world, it deals with variety of goods ranges, however in China it failed terribly. There were many reasons of the failure of TESCO in China, one of

the key reasons were poor marketing and change in retail sector landscape in China. This study will focus on the Tesco, a big British multinational retailer's experience in China. Tesco's goal of actively participating into to the Chinese market did not succeed, considering the market's overall health and other favourable factors. The case focuses on the dynamic nature of the Chinese retail industry and the difficulties that companies like Tesco are encountering there. This example might be used by international business, marketing, and strategy professors to illustrate the difficulties of operating in China's rising market, where the battle for market share is fierce from both foreign and domestic firms.

The study will focus on key marketing issues & macro environment analysis including the PESTLE analysis of TESCO in china leading to threats and opportunities, further target customers and their behaviour along with the marketing mix & its 7Ps will be discussed to establish coherence of the marketing mix and target customers & Integration of the key and relevant marketing concepts. Further Survey will be conducted in order to attain the thoughts of people on failure of TESCO in china, lastly
2 key matrices for marketing and the justification of the choices will be done.

Problem Statement

TESCO have faced a sever failure in the China and its marketing strategy failed due to number of factors, such as strict laws of China, cultural and community issues of China, poor marketing strategies and lack of conducting analysis for the customer segment.

Macro-environment analysis using the PESTLE framework

The success of a company is heavily influenced by macroenvironmental factors. Shareholders may be able to spot new trade opportunities, increase the size of the firm's inventory, and broaden their reach into existing and potential markets by keeping an eye on these macro-environmental variables, which affect the demand for a company's goods. Tesco, with headquarters in the United Kingdom, is only one of many multinational corporations that takes use of macroenvironmental elements in its international business operations.

PESTLE Analysis

Table 1: PESTLE Analysis

Opportunities and threats imposed on TESCO’s operation in the Chinese market

Table 2: Threats & opportunities

Target customers and their behaviours

Target customer segment

The key customer targeted by TESCO is the young ones and the middle-class family who loves to have the best quality goods and food at an affordable process.

Age- 12-70

Demographics- Male, female, kids

Marketing Mix strategy for Tesco

Product- Food, clothes, stationery, cosmetics, gadgets, financial services, and more are just some of the many categories that Tesco caters to. With a constantly growing selection of goods, it meets the needs of each buyer. It offers a wide variety of categories stocked with top-quality brands. It also manufactures its own goods. Tesco has many of its own labels, such as Everyday Value, Tesco Value, and F&F Clothing. However, it's important to note that the kind of establishments clients frequent determines the variety of product categories that are available to them.

Price- Every store, but notably those in China, appears to have the greatest trouble with its pricing approach. In light of regional differences in purchasing power and price sensitivity, stores should set their own pricing. TESCO Offering products at discounted prices has the potential to rapidly boost sales. An intricate process for maintaining profit lies behind the seemingly inexpensive pricing (Woohyoung et al., 2020). The market reference price, incentives, and promotional activities are three major contributors to the pricing process. Tesco offers competitive prices, however, the quality of its items is compromised.

Promotion- The widespread use of many forms of marketing is remarkable. Increasing TESCO's prominence in consumers' minds via consistent advertising campaigns increased the brand's perceived value. Tesco has to include a greater share of new media in its advertising plan, including instant messaging, Weibo, movies, Weixin, and public transportation. Tesco opts for a more conventional approach to advertising and pays little attention to the ascendance of new media (Khanta and Srinuan, 2019).

Place- A recent study found that choosing a good market location is the single most crucial aspect of a successful retail business. TESCO should not only consider the physical location but also the political, economic, social, and cultural factors as well. the financial might of each area and the kind of enterprise that will thrive there. The location's accessibility makes for promising prospects. Also, Tesco would do well to target smaller urban centers in an effort to expand its customer base (Tian, 2020).

People- the key targeted customers of TESCO are people who are cost conscious, it is well known that TESCO offers the facilities at affordable costs which makes it a promisingly desirable supermarket.

Process- A business process is a predefined series of steps used by an organization to complete a certain job, such as fulfilling an order placed by a client. To complete a purchase at a physical Tesco shop, consumers simply retrieve their items and go to the cash register. They may also utilise automated teller machines (ATMs) to settle their bills (Hanaysha et al., 2021).

Physical evidence- Included in the category of "physical evidence" or "environment" are things like furniture, aprons, menus, brochures, logos, postcards, reports, signs, and equipment. Tesco's logo is fantastic, and the company makes clever use of colour. The merchandise at offline businesses are well organised, making it simple for shoppers to locate what they're looking for. The Tesco website is equally impressive in its design and use (Rahman, 2018).

Figure 1: 7Ps of the marketing mix
(Source: Brooks, 2020)

Marketing research to gauge Chinese customers’ purchase-related decisions

Survey

1. Are the new Laws and regulations of Chinese government concerns with the marketing of TESCO?
a. Agree
b. Disagree
c. Neutral

Figure 2: Survey 1

2. Does integrating the marketing mix with the old marketing strategies will improve TESCO’s customer base?

a. Agree
b. Disagree
c. Neutral

Figure 3: Survey 3

3. Will the digital marketing of the TESCO in china bring improvement in the market and ROI?
a. Agree
b. Disagree
c. Neutral

Figure 4: Survey 3

4. Is poor marketing and not following the culture of China and its community the key reason for TESCO failure in china?
a. Agree
b. Disagree
c. Neutral

Figure 5: Survey 4

5. Will the rise of E-commerce affect other industries?
a. Agree
b. Disagree
c. Neutral

Figure 6: Survey 5

6. Will the introduction of TESCO in the industry of China or in the market of China lead to the competition?

a. Agree
b. Disagree
c. Neutral

Figure 7: Survey 6

7. Is the implementation the digital platforms and technology in TESCO a sustainable approach?

a. Agree
b. Disagree
c. Neutral

Figure 8: Survey 7

8. Does the consumer purchasing habits and TESCO not doing proper analysis and research the key reason for TESCO failure in China?
a. Agree
b. Disagree
c. Neutral

Figure 9: Survey 8

9. Will the late entry into the retail market of china affect the growth of TESCO?
a. Agree
b. Disagree
c. Neutral

Figure 10: Survey 9

10. Is it necessary to conduct a market analysis of the old failure of TESCO failure and segment the customer base?

a. Agree
b. Disagree
c. Neutral

Figure 11: Survey 10

Result analysis

The result analysis of marketing casestudy assignment help has shown that people in the favor of TESCO must conduct marketing research before entering into the China market of retail and the old marketing strategies, as well as Chinese laws and regulations, have created a severe hindrance in the TESCO business. Hence, TESCO must come up with an extraordinary strategy this time to avoid the loss and follow all the guidelines of the Chinese government made for the retail industry.  

2 KEY MARKETING METRICS TO MEASURE MARKETING STRATEGY SUCCESS

Metrics in marketing for TESCO are parameters tracked by professionals to assess how well their efforts are doing. These metrics may help TESCO assess how well TESCO marketing is influencing customers to do the desired activities and ultimately create revenue. Marketers are experimenting with new strategies to connect with the digital-first demographic. Consequently, they feel compelled to diversify the parameters by which their marketing campaigns are evaluated.

As, TESCO has severely failed in the China and is now looking forward to establish their market into the China, they are also coming up with the digital marketing strategies and engagement of the digital platform in order to align with the Chinese culture and personalised services. For such scenario, the 2 key marketing matrices are as mentioned below-

1. (Retention matrix) Return of investment- this will indicate how much TESCO has invested and the gain it acquired against its investment in the Chinese market.

a. Customer churn- That's the pace at which consumers cease purchasing or paying. Especially important for premium account businesses.

b. ROI Growth in existing customers- If this measure goes up, it means that TESCO's marketing and sales efforts are successfully persuading clients to buy from the business more often or spend more money overall. Instead, if there's a fall, it has to be looked into and fixed right away.

c. Net promoter score- This indicator informs TESCO how inclined a consumer is to promote business products or services to others using a scale between -100 to +100 (a rating of 1-10) (Valve and Meter, 2018).

2. E-mail marketing matrix- One of the most effective methods to contact and interact with your target audience is via email. TESCO Marketers may evaluate the success of the email marketing by looking at things like-

a. Email open rates- Open rate is the ratio of email opens to total receivers. An engaging subject line increases open rates.

b. Bounce rate- It's the number of undeliverable emails. Hard bounces (false or non-working addresses) and soft bounces (limited difficulties) must be assessed to improve subscription lists.

c. Click through rate- Higher CTRs suggest good email text, design, CTAs, etc.

d. New subscriptions- Subscriptions trends may effectiveness uncover brand engagement drivers. This digital advertising statistic helps direct email promotion and marketing (Salesforce, 2021).

Justification of choosing these 2 metrices

In the world of digitalisation, it is known that TESCO is looking to expand its business through digital platforms however, China has banned the internet.
Nevertheless, it has introduced its internet explorer and TESCO can used for marketing. These marketing strategies are the most effective one, as they both will offer the measures for ROI of TESCO and further through the analysis and the results, TESCO will be able to develop new strategies. Email marketing metrics will help in analysing the customer base (interested and non-interested people).  

REFERENCES