...Managerial Marketing Instructor: Dr. Mary Wright July 2, 2012 Industry Forecasting An organizational environment is composed of “the actors and forces” outside marketing that affect marketing management’s power to develop and sustain successful transactions with its target consumers. Macro-forecasting in industrial settings is basically concerned with the forecasting of markets in total. This concerns the existing level of market demand, while also considering the market’s future. New homes are a product offered within an industry (construction), in which macro-trends could have a major impact over the next five (5) years. An organization’s macro-environment relates to the larger forces having a direct impression on society as a whole. An organization has little, if any ability to sway these said forces, and thus can only adapt its marketing mix to provide a reason for the resulting opportunities and threats. (Weigand, Robert A. 2012) There are many features of an industry that may determine the degree of competition, as well as the relative position of profitability in an organization. Several macro-trends encompass industry forecasting and can impact either negatively or positively within an organization. The macro-trends include: Economic trends: In this particular macro-trend the macro environment analysis identifies trends such...
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...Managerial Marketing Instructor: Dr. Mary Wright July 2, 2012 Industry Forecasting An organizational environment is composed of “the actors and forces” outside marketing that affect marketing management’s power to develop and sustain successful transactions with its target consumers. Macro-forecasting in industrial settings is basically concerned with the forecasting of markets in total. This concerns the existing level of market demand, while also considering the market’s future. New homes are a product offered within an industry (construction), in which macro-trends could have a major impact over the next five (5) years. An organization’s macro-environment relates to the larger forces having a direct impression on society as a whole. An organization has little, if any ability to sway these said forces, and thus can only adapt its marketing mix to provide a reason for the resulting opportunities and threats. (Weigand, Robert A. 2012) There are many features of an industry that may determine the degree of competition, as well as the relative position of profitability in an organization. Several macro-trends encompass industry forecasting and can impact either negatively or positively within an organization. The macro-trends include: Economic trends: In this particular macro-trend the macro environment analysis identifies trends such...
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...#DBForum digital BRAND marketing 13 2013+ sustained strategic shifts_ 1.17.13 @StevenCook CMO Brand building DNA - global Fortune 50 B2C brand builder that shifted to Silicon Valley funded start-up - not a ‘digital native’ … am a ‘hybrid’ brand marketer … stay current, curious, courageous - strong belief in understanding people & their user experience WW Director Brand Marketing WW VP Strategic Brand Marketing, Biz Dev & Innovation SVP, CMO U.S., Canada, Mexico Global CMO & Biz Dev Contributing writer Contributing writer Brief - digital BRAND marketing state of union - 2013 forecast Goals: I hope our discussion does one or all: - validates your current beliefs and strategic activity - gives you additional business case proof points to advance your digital brand marketing initiatives inside your company or with your clients - gives you something new to think about - gets your juices flowing and your mind racing - gives you additional reasons to connect with Neustar AdAdvisor & Legolas Media About 107,000,000 results About 107,000,000 results insightful & inspirational sources digital BRAND marketing ‘state of union’ How would you characterize the era that we’re in now with regard to the relationship between digital and brands? “Brands for the last 15 years have been looking at online as another media channel to buy ads on. So they buy or rent eyeballs or audiences or uniques from the media properties that provide them. Now you’ve got with all...
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...Page 1 of 2 ASSIGNMENT MEMORANDUM SUBJECT ASSIGNMENT : PRACTICE OF MARKETING (M2) MARKETING 2 (MAR202) : 2ND SEMESTER 2012 References are to the prescribed textbook: Jooste, C.J., Strydom, W.J., Berndt, A. & du Plessis, J.P., 2012. Applied Strategic Marketing. 4th ed. Heinemann. or the old edition Du Plessis, J.P., Jooste, C.J. & Strydom, W.J., 2009. Applied Strategic Marketing. 3rd ed. Heinemann. QUESTION 1 This question reflects on the analyses of the macro environment. (Jooste et al., 2012, Chapter 2; or Du Plessis et al., 2009, Chapter 2). The students have to identify FIVE trends in the macro environment that impact on micro breweries. A trend is something that changes in the macro environment, for example: Rise in disposable income Customers search for value for money Rise of black middle class Rise of social media Rising costs. Environment protection/‘green industry’ Changing lifestyles Changing role of women New legislation Consumer Protection Act Changing needs of consumers. Each trend has to be discussed briefly and the student has to indicate what the impact and influence of the trend on the micro breweries industry are. Mark allocation: Definition of trend (1 mark) Impact of trend (2 marks) Implications for marketing of micro breweries (3 marks) 5 trends x 6 marks = 30 marks. Marking Memorandum: 2nd Semester 2012 © IMM Graduate School of Marketing M2/MAR202 [30] Page 2 of 2 NOTE: It is not possible to provide model answers...
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...Industry Market Trends Many casual dining restaurants, like TGI Fridays, are preparing for a gradual decrease in sales growth fueled by the Baby Boomer generation. As this demographic begins to taper, restaurants are looking for ways to appeal to a younger demographic, 15- to 30-year olds, who may be craving different menu items or eating at nontraditional times. Fast casual is one of the fastest-growing segments in the restaurant industry. Fast casual’s year-over-year traffic rose 6 percent in 2011. Consumers are trading down to quick-service and fast casual outlets in favor of their convenience and value. Gen Y, a demographic that is “entering their prime dining-out years,” favors the quality and value perceptions of fast casual options. In response, restaurants are revamping interiors to be more modern, rethinking marketing with new social media campaigns and revising menus to cater to a younger flavor palate. Other restaurants are focusing on to-go menus that appeal to this younger generation’s on-the-go lifestyle. Competitive Trends * Brands * Product * Generic * Total Budget Technological Trends Restaurant operators have data tools at their fingertips that help them understand their customers and the effectiveness of their marketing messages. Data from social media, public relations, email marketing and advertising can help operators evaluate strategies and plan for the future. However, first casual dining chains must break down the walls of traditional...
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...Environmental Trends, Opportunities, and Threats The People creating industry continues to draw interest from all types of individuals, professionals, and corporations and is constantly evolving. Podcasting which was once associated primarily with just IPODs is providing a flexible avenue to communicate through audio content. User generated content and blogging continue to connect individuals and groups while providing an avenue to feel needed and part of something. People are using these avenues to create business, drive revenue, gain information, and advertise products and services, and present views on a variety of topics. Environment trends: Individuals and Corporations are starting to depend on the blogging industry, podcasting industry, and user generated content industry as a way to convey their message, connect with other individuals for feedback and instruction, or simply to market their brand and products. The sub industries of People Creating provide an environment to do just that. The podcasting industry provides record labels, musicians, media outlets, news outlets, and radio shows an avenue for consumers to listen to their product in a both flexible and economic environment. The way customers listen to radio programs, news reports, and even political debates offer a completely new way to enjoy technology. The user today can simply access a podcast through an internet or PC device and listen to their favorite content without even turning on a radio. The...
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...online company Look-Look and their marketing research strategy to appeal to a prominent demographic in terms of fashion and apparel; the 14-30 age group. It is cited that this age group spends “$140 billion” annually on clothing and clothing related items, but the age group’s opinion was previously unheard, unrecognized, un-acknowledged, or even participated in trends. As a member of this age demographic, I have always noticed that it is vital to consider the biases of the majority. Generally, there is a very distinct group of influencers and followers. It has always been true in terms of the music industry, as teenagers and young adults want to know what is considered ‘cool’ or ‘trendy’ in an overall sense. Consequently, this also assists in finding the interests in specific music artists and in expressing individuality and identity; which is of great value to most people in their teenage and young adult years. Look-Look’s concept of assisting this age bracket in expressing themselves while simultaneously having them connects via online is appealing in many ways. Not only does it capture an important aspect of everyday life and fashion, it allows an immediate interaction between marketers and tastemakers over a very informal, user-friendly medium. In addition, the market segment can change very quickly over the course of weeks or months and an online platform will prevent a delay in capturing the essence of and capitalizing from the current trends. In addition, Look-Look offers...
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...Limited-Individual Assignment Introduction to Accounting Clark Hicarte s3435339 1.a Trend Analysis allows for examination in changes, movements and patterns in data over a number of time periods. Ultimately, it can assist in predicting future performance for this entity, which can be vital for better decision making (Birt, Chalmers, Byrne, Brooks. Accounting-Business reporting for decision making 4th edition 2012, John Wiley & Sons Ltd, p320). Absolute Figures ($000) | 2009 | 2010 | 2011 | 2012 | Revenue | 347,547 | 381,219 | 423,791 | 422,291 | Sales | 343,078 | 372,120 | 411,652 | 418,981 | Gross Profit | 197,803 | 207,331 | 240,396 | 243,138 | EBIT | 21,400 | 17,861 | 22,319 | 20,054 | Net Profit | 15,161 | 12,733 | 17,847 | 15,662 | Trend Analysis | 2009 | 2010 | 2011 | 2012 | Revenue | 100 | 109.7 | 121.5 | 121.5 | Sales | 100 | 108.5 | 119.9 | 122.1 | Gross Profit | 100 | 104.8 | 121.5 | 122.9 | EBIT | 100 | 83.5 | 104.3 | 93.7 | Net Profit | 100 | 83.9 | 117.7 | 103.3 | 1b Using 2009 as a base year to compare the following years, the index figures shows the significant changes that can be observed from the years 2009 to 2012 in the profitability of Country Road Ltd. Revenue, Gross Profit and the Sale of goods have shown and increasing trend starting the year 2009. However, the two profit figures (EBIT and Net Profit) have indicated an increasing seasonal trend. Country Road seems to generate less profit compared to the previous year, and...
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... The role of marketing has gone through rapid changes that require marketing strategies to be adapted to meet the needs of organization. Many organizations focused all their attention to inventory of a product or service, today the focus is all about the customers. The role of research in marketing Marketing research is the systematic and objective search for information that is relevant to the identification and solution of any problems that might arise in the field of marketing (Kotler & Keller, 2012). Marketing research is important for various reasons; it helps an organization, communicate effectively, identify and understand opportunities, and pinpoint obstacles or problems (Regional Entrepreneurial Collaborative, 2014). Marketing research plays a vital role in any organization that is trying to succeed in an existing competitive market. There are many businesses that compete for the same consumers. In order to maintain a competitive edge against the competition organizations need to stay ahead of the game with up to date information. The only way to obtain up to date information they must perform some research. Marketing a product into an unknown market is risky, organizations must first find out everything they can about that market, as well as evaluate through research the consumer of that targeted market. This type of information is vital for the success of any product or service the organization offers. In the definition of marketing the key words...
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...Mobile Marketing: Current Issues and Future Trends Course Title and Year: BA Marketing, Year 4 Subject: Online Marketing Skills CA/Project Title: “Mobile Marketing - Current Issues and Future Trends” Supervising Lecturers: Ms. Amanda Freeman Submission Date: 22/02/2013 Student Name: Laura Flanagan Student Number: 20040930 Table of Contents 1.1 Introduction 4 1.2 Defining Mobile Marketing 4 2.1 Types of Mobile Marketing Communications 4 3.1 Brief Overview of the Mobile Marketing Industry 9 3.2 Mobile Marketing Implications for Marketers 10 4.2 Future Trends 13 Conclusion 13 Appendix 14 References 15 “Mobile Marketing – Current Issues and Future Trends” 1.1 Introduction This report intends to explicate the fundamental nature of mobile marketing communications and elucidate its significance for today’s marketers. Furthermore, the report will also focus on what key trends mobile marketing is likely to face in the future. 1.2 Defining Mobile Marketing Firstly, mobile marketing is pertinent to all of the “activities undertaken to communicate with customers through the use of mobile devices” such as the dissemination of promotional offers and information on product and services, (De Pelsmacker, Geuens and Van den Bergh, 2007). Hence, mobile marketing employs mobile devices as the primary communication platform for promoting products and/or services to customers...
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...Dan Robinson Marketing 4-24-2012 Section 1 Situation Analysis Career Search Branding yourself is one of the most difficult things you can do in life. It represents the beginning of starting a career and establishing your credibility. It takes a lot of effort to discover your specific brand, so I will take a step by step approach in order to advertise myself. I can get a great grasp on my future by starting from the the very core: values. Self-Reliance Communication Determination Accountability Decisiveness Hard Working Efficiency Loyalty Individuality Trust Values may be seen as ways to accomplish a mission or achieve a certain goal. Individuals as well as organizations may shoot for specific values and goals in order to reach a level of success, including myself. I would not alter any of these values because, to me, they act out of universal importance towards anything I am striving for. In this case, I am establishing necessary values in the general field of business. In choosing the most important values towards my life in regards to my possible career choices, I asked myself what would it take to be the ultimate employee or eventually employer. The answer came down to a self-reliant, communicative, and determined person. These values that I would bring to the table are the cornerstone of a great career. In order to allow yourself to reach your full abilities, you must be able to rely on yourself to complete the tasks at hand. This first value...
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...Marketing Strategies Canitra Jones Shirley Mclaughlin Marketing 500 June 8, 2012 Write an executive summary of your marketing plan Globafone produces a program that collects and reports all the critical elements of data required for reporting purposes. Globafone is user friendly, produces better data reports than most of the popular phone programs. Globafone Customer Count 70 | | | | | | | | | | | | | | 60 | | | | | | | | | | | | | | 50 | | | | | | | | | | | | | | 40 | | | | | | | | | | | | | | 30 | | | | | | | | | | | | | | 20 | | | | | | | | | | | | | | 10 | | | | | | | | | | | | | | 0 | | | | | | | | | | | | | | | Apr 00 | May00 | June00 | Jul00 | Aug00 | September 00 | Oct00 | Nov00 | Dec00 | Jan01 | Feb01 | Mar01 | Apr01 | Globafone proposes to upgrade its software to operate by adding significant functionality, incorporating additional features from acquired companies, strategic alliances, and business partners. Global software solution, a software solution to manage every business detail of global services, the fee for purchasing a global device will be no more than $19.95 to cover the price for the device. Market The population in the world is continuing to grow and many people travel not just for pleasure Global solutions center thousands of data elements are collected, reported, analyzed, and used for information to provide adequate...
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...State of e-Commerce in India A Research report by for September 2012 Honarable Minister Milinid De- r State of Ecommerce in India - Sept 2012 and e-Commerce are being conceptualized and run today. Social Media is gaining dominance in our and the citizens. We observe that most companies have a social media strategy in place and Cloud based The roll out of 3G and 4G broadband services, the National Broadband Plan and much expected opening of the Retail Sector will certainly usher new business opportunities for e-Commerce in the country. I am happy to note that most of the leading e-Commerce companies are participating in the 2nd ASSOCHAM Conference on e-Commerce to deliberate upon the emerging opportunities in e-Commerce in the country. I thank the ComScore Team for this report and convey my good wishes for the success of this Conference. D. S. Rawat, Secretary General State of Ecommerce in India - Sept 2012 comScore Message India is among the fastest growing online market and has registered a 41% growth in the last 12 months. Internet usage has reached almost 10% penetration in India. With this trend, e-Commerce has shown a very exciting growth trend among travel and retail sites. We expect a similar or even better growth in the coming years as more users come online through easier internet access and wider mobile internet penetration. comScore in India is the preferred partner for audience measurement for publishers, agencies and anyone who...
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...reader, but without the advantages of the e-paper technology” (Wikipedia, n.d.). E-books are a new category computing devices that are gaining appeal to the mass market. The e-book entered the market in 2007 and started to gain notice in 2010. It is only gaining more leverage as this new technology gains ground and growing competition. The main focus of e-readers is entertainment. With nearly one in five American adults now owning a tablet according to a new study from the Pew Research Center. A paperless future might be sooner than we expect. So what does the macro environmental trends show for the e-reader’s future in five years? The macro trends, for short can be divided into six major components: demographic, socio-cultural, economic, technological, regulatory, and natural environments. So what does this all have to do with e-readers? It allows marketing managers and strategists to see what trends are influencing demand in the market of interest, whether favorably or unfavorably. Demographic environment is related to population and population mix. It is the people who make up the market. Therefore we must see who it is that is accessing the e-readers and who may be interested in them. According to Pew Research Center’s Internet & American Life Project, they show demographic differences. “There has been an increase from six to twelve percent of all adults in the U.S. to own an e-reader from Nov.2010 to...
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...MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS 10.2478/cris-2013-0005 MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS MARIIA MOISEIEVA The report is designed to examine, analyse, and evaluate where appropriately the current Mini Cooper’s marketing strategy, its digital marketing initiative, branding, and the importance of ethical values in Mini Cooper as well as other organisations. That is important for understanding of the practical applications of marketing is achieved by applying theory to them. It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes ‘silly’, which is of great value for its young energetic target audience. Digital marketing initiative also corresponds to the latest IT and social trends worldwide by ‘digitalising’ marketing initiatives and active social networking with the consumers. Brand is a core competence and ‘everything’ for Mini. Marketing is centered on its brand, not vice versa. An analysis of the Mini’s strategy...
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