“Write an essay (with introduction and conclusion) on the suggested topic.Your introduction should include the thesis statement – main idea of the paper (here is more detailed explanation – https://essayshark.com/blog/how-to-write-a-thesis-statement-to-make-it-clear/). Don’t include any new information in the conclusion. It should restate the thesis statement of the paper.Support your ideas with relevant arguments and examples (in-text citations). List 2-3 sources in the references. Make sure you stick to a required formatting style. Get benefits of these sources citationmachine.net and easybib.com.MLA format – https://owl.english.purdue.edu/owl/resource/747/01/ https://owl.purdue.edu/owl/research_and_citation/mla_style/mla_formatting_and_style_guide/mla_in_text_citations_the_basics.html”
This assignment is to assess a company using Business Model Generation tools, identify likely tensions/vulnerabilities as well as possible collaboration areas between Marketing and Operations.This assignment is to develop a similar real life analysis on either Starbucks, Amazon (Go or Grocery) or a company of your choice. Whichever company you choose, you might do some type of field visit to assess the marketing/operations dynamic (i.e. visit the Amazon Go retail store or a Starbucks in addition to the case…but SAFELY!). Site visits are NOT required.Specific requirements of this Assignment are as follows:1. Develop a thoughtful, in-depth 9-Box CanvasPreview (attached file) or your company2. Assess what type of Business Model Pattern (or patterns/hybrid) they are likely pursuing (i.e. multi-sided, long tail, etc)3. Identify and describe three possible tension/concern points, critical interaction or collaboration areas between Marketing and Operations for this company4. Create recommendations on how you would resolve those tension points or fully take advantage of the identified opportunities for collaboration. Specifically, what could management do to address the concerns and/or fully capitalize on possible areas of collaboration?Assignment DetailsFormat/Length: In addition to the Business Model 9-Box / Business Model CanvasPreview the document.Keys to Strong Assessment: Clear and concise recommendations, Quality of written communication, In-depth and thoughtful analysis, Evident use of course materials
A private company owned predominently by the Kramer family, Otto’s Cookies is known throughout the country for its cookies and pastries. Although the majority of consumers will recognise the brand and its range of over 60 products from the shelves of popular retail outlets, the company also distributes its goods through food-service facilities (motorway service areas and sports stadiums, for example,) and At Home Party Packs (such as parties for birthdays, anniversaries and so on).With three production plants located around the country, Otto’s Cookies operates these sales channels through two key methods of distribution. Firstly, the company delivers directly to its largest customers the major grocery retailers. The second is its 12 regional sales and distribution centres which cater for smaller retail outlets. From these local centres, sales representatives visit existing and potential customers selling the entire product range. Fulfilment to these smaller accounts is via the regional centres, with deliveries to them from the production facilities on a daily basis.The major grocery accounts are administered from the company’s head office (located at the largest of the production plants) by key account managers who deal directly with the stores’ buying departments. Sales staff at the regional centres are assigned to the various market segments in which they trade, those being: wholesale distributors; small retailers; medium-sized retailers; food-service facilities and At Home Party Packs.Overseeing the whole operation is managing director, Rex Kramer who is assisted by the marketing director Steve McCroskey and HR director Elaine Dickinson. Whilst all three play a significant role in the running of the company, day-to-day business is overseen by operations director Ted Striker.Rex Kramer who took over as MD when his father, Otto, died has a sales background and this is reflected in the commitment to personal sales that dominates Otto’s Cookies’ marketing efforts. This emphasis on selling and marketing to intermediaries (rather than consumers) has resulted in only a limited corporate online presence which does little more than give a background to the company and its products. There is no company-sanctioned social media presence. However, the organization has a budgetary commitment to TV advertising, the objective of which is solely brand promotion.Launched two years ago, sales in At Home Party Packs (pre-selected products are delivered from the regional centres to customers premises at a requested time and date) have been very disappointing. Steve has identified that this is the result of a lack of marketing emphasis on the service. Therefore he has decided to instigate an Internet only sales strategy to revive its fortunes. Other than being included with brand advertising, there will be no dedicated offline marketing for the At Home Party Packs. All orders will continue to be handled and fulfilled by the regional centres which will continue to have staff assigned to the service.
Justice Holmes said the best test of truth is the power of the thought to get itself accepted in the competition of the market. He was referring to the market for ideas. Does this require an informed and intelligent citizenry to work in a democratic society? Discuss reasons for your answer.
Taste Tests (300 words each for Part and reference)Taste tests are a tool that marketers have been using for decades. One soda maker giant has been conducting a challenge since the mid-1970s. A fast-food chain conducted a series of taste tests in 2008 that ended up being a successful campaign for the restaurant.For this assignment, you will conduct a taste test using at least 7 participants. Select a packaged food product such as chips, cereal, cookies, or ice cream. You will use a brand name product and its store brand or generic counterpart. Be sure to compare 2 like products. For example: Do not have a taste test of a savory cereal and a fruity cereal. You need to compare the fruity cereal with a generic or store brand fruity cereal. After the taste test, ask each respondent what brand of the product he or she usually buys before revealing the selected product.Hint: Food and lifestyle magazines and Web sites publish taste tests periodically. It may be a good idea to see how they compare various products so that you have a better idea of how to conduct your study.Note: Remember that the discussion takes place over 2 weeks, and your weekly posts must be made in the specified week to earn credit.Part 1Provide a description of the process through which you collected the data.Give an overview of the results using tables or charts and words.Because you are engaging in research, be sure to cite your source(s) in APA format.Part 2Analyze the results. Be sure to consider the respondents self-reported brand preference and their choice in the taste test.Assess the implications. How can a marketer use the results in its marketing communications plan?Because you are engaging in research, be sure to cite your source(s) in APA format.
International Marketing When a firm makes the commitment to manufacture products outside its domestic market, it is engaged in international marketing. While companies can be heavily involved in international markets with extensive selling organizations and distribution networks, the decision to manufacture outside its home market marks a significant shift toward an integrated international market strategy. Global markets become an essential component of the companys growth strategy, and resources are allocated to expand the business into those markets. The company incorporates an international division or business unit that has responsibility for growing the business in targeted foreign markets.International marketing aligns the companys assets and resources with global markets, but, in the vast majority of companies, management still takes a domestic first approach to the business. As a result, the corporate structure still divides international and domestic markets.Global Marketing A global marketing company realizes that all world markets (including the companys own domestic market) are, in reality, a single market with many different segments. This frequently happens when a company generates more than half its revenue in international markets. Exhibit 2.3 highlights companies considered traditional American companies but that generate more than half their revenue outside the United States.The most significant difference between international and global marketing organizations is management philosophy and corporate planning. Global marketers treat the world as a single, unified market with many different segments that may or may not fall along countries political boundaries. International marketers, on the other hand, define markets along traditional political boundaries and, most often, assign unique status to their domestic market.The first step in moving into global markets is to evaluate the market opportunities. Since a companys management team is usually less familiar with foreign markets, research helps fill in the blanks, providing critical information for decision makers.
Product Idea and Search Engines/Electronic Marketing.After reviewing the assigned reading materials, complete the following activities:1. You will develop a product service idea.A. Describe the product/service including the benefits of using the product/serviceB. Discuss the potential customers for this product/service2. Based on the nature of the product/service, recommend at least 3 possible ways to market the product electronically. Your suggestions must include at least one search engine. Describe your recommendations and discuss the advantages and disadvantages of each.
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