...Harmonic Hearing Co. was founded in 1974 by former professor of Audiology, Otis Wren. Based in Plano, Texas, the company manufactured hearing aids, and, while smaller than many of the major players in the hearing aid industry, was successful and profitable throughout its history. This was indicative of the industry- the large, publicly traded companies, such as Great Nordic, Starkey, and Siemens, often reported gross margins around 60%, and net profit margins between 10-15% (Stevenson 2). Technology in hearing aids was ever evolving, however, forcing companies to invest heavily in R&D to take advantage of the most current technology. Never was this more important than within the last decade- with baby boomers reaching retirement, the “graying of America” was sure to lead to a sales boom across the hearing aid industry. With this strong history and expected growth in mind, Harriet Burns (CEO, 2011) and Richard Irvine (Chief Designer, 2011), were excited by Wren’s offer to sell the company to them. Wren proposed a selling price of 14 times the 2010 net income, or $25.2 million. Both Burns and Irvine agreed the price was fair, but they were faced with a situation- how to raise the capital needed to purchase Harmonic Hearing. Wren gave Burns three months to complete the transaction, creating a deadline of January 2011. To further complicate the situation, Harmonic was in the midst of developing a cutting-edge hearing aid that promised strong sales. To get the product to market...
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...OTICON ‐ THE DISORGANISED ORGANISATION1 Background Oticon, a Danish company founded in 1904, was the first hearing instrument company in the world. In the 1970s, it was the world’s number one manufacturer of ‘behind the ear’ hearing aids. However, as the market for ‘in the ear’ products grew in the 1970s and 1980s, its fortunes plummeted and it lost money and market share. In 1987, so poor was the company’s performance that it lost half of its equity. The basic problem was that Oticon was a very traditional, departmentalised and slow‐moving company. It had a distinguished past but it was it a small company operating in a global market. Though it had 15 sites around the world and 95 distributorships, the Head Office, its largest site by far, only employed 145 people. Yet it was operating in a market which had come to be dominated by Siemens, Phillips, Sony, 3M and Panasonic. More importantly, it had the wrong products. Oticon manufactured the standard ‘behind the ear’ hearing aids but customers increasingly preferred the ‘in the ear’ variety. Also, Oticon was strong in analogue technology, whilst the market and its customers were moving towards digital technology. In addition, though the company was strong in the state‐ subsidised markets of Scandinavia and Northern Europe, it was weak in the more buoyant markets of America and the Far East. This began ...
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...Cochlear – Asia Pacific www.cochlear.com Finance, Human Resources, Marketing (Consumer Insights) and Marketing Communications Internships Cochlear Asia Pacific is headquartered in Sydney, Australia. The fastest growing region of Cochlear Limited, Cochlear Asia Pacific has a direct market presence in Japan, Korea, India, China, Singapore and Australia/NZ and has 80 employees based in Australia. Working closely with the Cochlear team, there are a variety of internship opportunities available for Macquarie University students. Finance Internship (1 – 2 positions) Cochlear is looking for finance interns to work on a current project under the Finance Manager and closely alongside the Marketing and Logistics team. This specific project will involve analysis and reporting and is a discrete activity that will be of use to the broader organisation in the long-term. The successful students will have: Finance knowledge Previous experience in a work environment Good interpersonal, verbal and written communications skills Previous experience with systems Be a second or third year Finance student Intermediate knowledge of the Microsoft Office Suite (Excel, PowerPoint, Word etc.) Human Resources Internship – Employee Engagement Analysis Project (2 positions) This project will contribute to a broader project on employee engagement at Cochlear Asia Pacific. Task will include: Analysing data from an employee engagement survey recently conducted (e.g. data on...
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...Running head: A Portfolio of International Business A Portfolio of International Business Kathaleen Hull International Business 662 Harding University Abstract Understanding how we learn as adults, what positive and courageous leadership looks like, international business defined and ventures in global business we are able to look at international business as a whole. All of these components affect how we do business beyond borders and give us an idea of what components are required as a professional in a vast growing global market. A Portfolio of International Business Defining International Business According to BusinessDictionary.com, international business can be summarized as the exchange of goods and services among individuals and businesses in multiple countries or a specific entity, such as a multinational corporation or international business company that engages in business among multiple countries. (BusinessDictionary.com) Knowing that the definition of International in the Merriam-Webster dictionary is defined as relating to two or more nations and that business in the Merriam-Webster dictionary is defined as a commercial or sometimes an industrial enterprise; I think Business Dictionary’s definition of international business is very accurate. (Merriam-Webster Online) When you think international business, the non-profit sector is probably not the first type of organization that comes to mind. Heifer International is a non-profit entity that...
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...Executive Summary Team Lions University of Charleston SLBM 640 Week # 3 February 7th, 2015 Week Three Executive Summary Assignment As a team identify an organization for which you will develop a voice of the customer project. Plan with your team your individual ideas for application of the readings for a voice of the customer project for an organization of your choosing. What would the team recommend to improve the customers’ engagement? An executive summary of lessons learned from your team projects to date should be entered in the Team Executive Summary assignment. Summary Team Lions continued to develop a plan for Walmart’s transition from that of a traditional product centric organization, to building a more personal based relationship in becoming more customer centiric. The team implemented additional ideas in putting forth the voice of the customer project in considering conducting tests of utilizing direct mail opt-in strategies. Many organizations have dismissed direct mail altogether as too expensive, too slow, too outdated or all of the above. Such opt-in information can be used effectively in expanding our VOC Channel mix if it is utilized correctly. (Roman, 2011). With the amount of data we will be collecting through the Walmart rewards program, we should be able to access a database full of leads in conducting research to compare the results from doing a combined direct mail and email campaign, a direct mail-only campaign, and an email-only...
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...PERSONAL MARKETING PLAN-ROBERT ORTIZ WHISPERINGWIND DR.,CHARLOTTE, NC 28277 I 704-533-3570 I RAORTIZ@MAC.COM PREFERRED FUNCTIONS: Vice President - Sales Regional Sales Director Director of Sales & Marketing Client Services Director CORE COMPETENCIES: Management/Strategy: • Training/Development • Staffing/Hiring • Marketing roll-out plans including print & online media • Financial-Forecasting, Tracking, Analysis Customer Service: • Consultative Sales • Negotiation • Service • Dispute Resolution • Hosting/Events Leadership: • Guide and Evaluate • Mentorship • Public Speaking • Persuade/Influence • Go-to-Guy • Goal Setting • Coaching Sales: • Training • Value Selling • Needs Analysis • Presentation • Consultative Sales Process Technical: • Web Site Sales Expert • SEM Sales Expert • Social Media Skilled • Online Directories Sales Expert • Macintosh PCSkilled • MS Suite Skilled • Sales Presentations Expert PERSONAL ATTRIBUTES: • Revenue-focused • Results-driven • Presentation skilled • Loves to Win & Celebrate Success • Quick Study with High Expectations of Self • Professional with the Ability to Inspire POSITIONING STATEMENT: Savvy, results oriented professional with proven success leading highperformance sales teams that deliver multi-million revenues. Background includes new and traditional media, new product launches, technical and traditional sales training. Critical thinker who can apply extensive knowledge to...
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...Sprint Nextel MKTG305-1301B-01 Marketing Management Project Type: Unit 2 Individual Project Abstract This paper will cover a brief interview with Dialietta Bishop, an extremely loyal Sprint Nextel consumer. This document will also discuss Sprint’s marketing branding and market targets. Sprint Nextel The company is Sprint Nextel and is known as a renowned telecommunication company that provides high satisfactory services to its consumers. This company was initially founded in 1899 by Cleyson Brown when he started the Brown Telephone Co. By the end of 2012, this company provided services to over 55 million customers still growing. Brand loyalty interview: the brand and its competition Brand loyalty is defined as the act of consumer’ preference for a particular service, product, or good; in laymen terms, the consumer is not willing to experiment with other goods but will make repeated purchases of a particular brand. In interviewing Dialietta Bishop, mother, she made it evident that over the years, she has been a loyal Sprint customer and this preference has trickled down through the family. Initially, she was an AT&T customer however due to challenging customer service incidents and an error in posting payments; she began her quest in finding a new telecommunication provider. Within a few months she chose to take a friend’s advice and sign on with Sprint and for the past ten or more years, she has been a loyal customer of their products (phones and accessories)...
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...Cochlear is one of Australia’s most successful ‘born global’ companies. Choose one overseas market and discuss how macro-environmental factors (otherwise known as PEST – political/legal/regulatory; economic; social/cultural; and technological) would impact Cochlear’s global marketing mix. So far as we know Cochlear is one of Australia’s most successful ‘born global’ companies, with its core product of implantable hearing solutions. Still, it is unknown to the others how Cochlear works in Japan will. This research will be based on how the macro-environmental factors affect Cochlear’s global marketing mix. Cochlear can control their marketing mix, 4P based on the influence on uncontrollable factors like politics, economic, social, and technological. However, that’s not it there are more to covers when one doing global business. First of all, let’s look at the legal and political environment over Japan. Japan foreign policy practice a high security policy upon any risk they may face even for direct over sea investment or setting up firms in the country, every international company were put under an observation period before they can actually pull their profit from the country and take it elsewhere. (Suzuki, 2011) It is believe that, such precaution taken was to avoid disruptive activity to their financial environment, creating massive disturbance to local market. Therefore, in order to set up firm to operate their business in Japan, Cochlear have to get permission from the...
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...AB1501 - Marketing Individual Reflection Paper Individual Reflection Paper 2012 2012 It has been a fulfilling 11 weeks as I embark on this reflection paper in the midst of a hectic exam preparation schedule. It is time to review what I have gained and learnt as an individual after attending numerous marketing tutorials and hearing many wonderful presentations. Allow me to recapitulate. Segmentation, Targeting and Positioning Segmentation, Targeting and Positioning (STP) is undeniably one of the most important concepts of marketing. Through the tutorials, I have learnt that STP sets the base of the entire marketing effort. Segmentation divides the market through demographic, geographic, psychographic and behavioural segmentation. It clearly defines the boundaries of the different market opportunities that one may want to develop in. Targeting involves evaluating the different market segments and then choosing the best target market(s) which are feasible and in line with the company’s goals. Positioning creates a value proposition which represent a set of differences or competitive advantages that differentiates the product, delivering more customer value. STP aids one in creating a product that is based on a customer-driven marketing strategy. In this aspect, I believe that my team has done relatively well. By understanding STP, my team was able to use multiple segmentation bases (Demographic, Psychographic and Behavioural) to define our target market. This enables us...
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...LEAD USER PROJECT HANDBOOK: A practical guide for lead user project teams INDUSTRIAL PRODUCTS AND SERVICES CONSUMER PRODUCTS AND SERVICES PROFESSIONAL PRODUCTS AND SERVICES Joan Churchill • Eric von Hippel • Mary Sonnack PREFACE When Joan Churchill, Mary Sonnack and I were doing lead user projects for our research in the 1990’s, we needed some standardized training materials for lead user project teams. We therefore wrote this handbook, and progressively revised it based upon field experience. Our final revisions were made in 1998. Then, our manuscript just sat there, as we all went on to other work. It is now 2009, and researchers and practitioners have learned a great deal more than we knew in 1998 about lead users, and how to run lead user projects. In a year or two, we expect that completely new handbooks will supersede this one. In particular, we are eagerly looking forward to one now being planned by Professors Christoph Hienerth and Marion Poetz of Copenhagen Business School. Still, while we are waiting for newer materials, we think that lead user teams, consultants, and teachers may well find something of value in what we wrote 10 years ago. Accordingly we are posting this book on the Web under a Creative Commons license that permits free downloading. It can be used in conjunction with 6 short lead user project training videos developed by Joan Churchill. These are also available on the Web for free downloading from http://mit.edu/evhippel/www/index...
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...needed in these situations. |Situation |Methods of communication | |1. I was calling on 4354 Vodafone freedom freebee £10 offer to top |You may call free 191 to communicate verbally, but I needed to go online | |up and paid using my bank card for offered 150 minutes, unlimited |for ‘Vodafone – Freebees’ and join informal written communication method to| |texts, and 250MB free UK Internet Data for 30 days use. I should |contact Vodafone customer service via live chat. This is a way to get | |receive sms - the note about activated Vodafone £10 freedom freebee,|advice or sort out existing problem about your phone or plan, upgrade it, | |but service was suspended and delayed by unknown technical problem. |or get help with your phone, bill or account. Live chat – required writing | | |skills about your issues rose, also...
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...BUS 560 Exam (Chapters 1-5) Study Guide Questions These exam study questions will enable you to see whether you possess the level of knowledge necessary to pass a specific exam prior to actually taking it. Although these sample exam questions do not indicate the full range of difficulty you would find in the actual exam, they will help you assess your knowledge level. They also help you get familiar with the type of questions that may appear during the actual exam, they are built in the same environment as the actual exams. 1. Organizations expand into new products, new markets, and even new industries. In this process, the organization's original purpose may become irrelevant. In these circumstances the organization can be best described as a A. drifting organization. B. functional organization. C. horizontal organization. D. cooperative organization. 2. The core things that an organization does well are known as its A. distinctive values. B. distinctive competencies. C. distinctive ideals. D. distinctive technologies. 3. Which of the following statements about a mission statement is true? A. Even though no one denies the importance of the mission statement, it is the least used of all of the management tools. B. An effective mission statement takes an internal organizational focus. C. It should be focused on the physical product or service that the organization is offering at present. D. It should be focused on the broad class of needs that the organization is...
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...Market segmentation is a useful business tool to identity new and expanded ways to improve services and enhance revenues. These tool identities unique subsets of the population to target for specialized services and marketing initiatives. Market Segmentation of Healthcare Organization At Sentara the market is segmented into three major categories: demographic characteristics, disease categories, and geographic location. The main focus is on demographic segmentation which is aimed at targeting services for certain socioeconomic characteristics such as gender, age, or cultural/ethnic background (Anniston, 2012). Target Marketing Woman’s Health This facility has implemented several initiatives over the last decade which forms their strategies that target women. There is a lack of focused care for women in the Hampton Roads region and Sentara has put itself into a position to market and fill this deficiency. It has become increasingly relevant to the marketing team at this facility because capturing the female patient also means influencing the vast majority of health care decisions made for families and women use health services more frequently than men (Anniston, 2012). Most women are dissatisfied with how they receive care, which is often in settings that does not support the unique aspects of care for women (Milliken, 2011). Significant opportunity exists to develop services targeting women, and even to certain age...
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...UNIV/100 Career Exploration Plan Worksheet For this assignment, you will research the http://www.phoenix.edu website and use the My Career Plan tools on eCampus. To complete this assignment, follow the directions provided in each section. You may refer to the completed example in the Week 3 Materials as a guideline. When you complete each section, submit this document to your Week 3 Assignment 1 link on your student website. Save this document so you can reference it as you work on building your career plan in your future University of Phoenix courses. Section 1: Career Research 1. Go to http://www.phoenix.edu and browse the available degrees, then complete the following table. 2. List the degree programs you are interested in and potential careers that might require these degrees. Careers and degrees I’m interested in | What I know about these careers and degrees | What I need to know about these careers and degrees | Case/Social Worker | Great job opportunities available in every city, especially for bilinguals. Salary paying job with benefits, normal work hours; I get to help people. The University of Phoenix offers an Associates of Arts degree with a concentration in Human Services Management. I know that with this degree I can seek a job with the government and it has a rapid growth as Health Care is also growing. | I need to know how likely I am to get a job with this Associates degree or if I need to continue my education to a Bachelor’s...
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...The Case Analysis of the American Red Cross For this project, I select the American Red Cross (ARC). The ARC, founded in 1881 by Clara Barton, is an independent organization, supported by public donations and volunteerism. As a member of the International Federation of Red Cross and Red Crescent Societies (IFRC), the ARC joins more than 175 other national societies in bringing aid to victims of disasters throughout the world. All Red Cross societies must conform to seven fundamental bylaws: humanity, impartiality, neutrality, independence, voluntary service, unity and universality. I selected this case because the American Red Cross primary goal is to assist others, which is something I enjoy. The ARC mission is to provide relief to victims of disaster and help people prevent, prepare for and respond to emergencies. I believe helping others allows an individual to use their talents and skills to assist someone who is in need. The organization is important to the United States and the world. It offers food and aid to foreign countries and also ranks as a leader in the nursing, health and safety fields. It provides medical services as well as morale boosting services to the American armed forces. It also serves an important function as the nation’s foremost blood collection agency. The ARC responds to more than 70,000 disasters. However, the ways in which it handled the September 11, 2001 attack on the World Trade Center and the Hurricane Katrina in 2005 were widely...
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