...important Internet properties that affect marketing and the fundamental changes the Internet has brought to marketing. According to Strauss and Frost (2009), the Internet properties have affected the way marketing should be done and delivered to the consumers. Internet data is sent in bits and not in atoms – all the data and information are being stored and sent to the consumers in digital form. The digital form cannot be touch, tasted or smelled. In contrast to other types of marketing, the seller does not need to deliver the items itself for inspection by the consumer before it is being purchased. 1. Internet is a mediating technology – anywhere in the world, music and other data is being passed on and shared. This encourages communication for businesses in a supply chain. 2. Internet encourages global reach - regardless of location, the internet is accessible to all. Businesses can be conducted globally easier while encourages worldwide partnership and products distribution even better than before. 3. Internet works as network externality – target markets are being reached easily and faster with automated communication. 4. Internet is a time moderator – time is a valuable essence where consumers would expect faster service as in the communication with the company itself and faster feedback response. 5. Internet is an information equalizer – information on the product is easily accessible to consumers via the internet, therefore consumers have better access upon the information...
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...microenvironmental factors are: a) Xerox as a company had financial problems. There was huge churn in stocks & revenue decrease due to rapid change towards digital environment. b) Being dominant in the photocopying industry, Xerox has been focusing on perfecting their copier machines and failed to adapt change in market demand which has started to move towards digital technology. Unfortunate for Xerox, their competitors like Sharp, Canon and Ricoh have managed to meet customer demand with digital document management systems & solution, by then it was too late for Xerox. c) Customers are more interested in creating digital documents and sharing documents electronically and no longer relies on Xerox stand-alone copiers. 2) What macroenvironmental factors have affected Xerox’s performance during that same period? The macroenvironmental factors are: a) Demographic – Better education and skill, increasing the need of innovation and sophisticated solution. Expending business of customers required with more reliable fast document management solutions. b) Technological – Most dramatic force for shaping future, rapid changes, less costly choice, turning markets and opportunities for more sophisticated solutions. c) Economy – Great recession affect the consumer purchasing power and spending pattern. d) Cultural – Post and fax replaced by email and document sharing which contribute to faster business process. 3) By focusing on...
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...marketers have to deal with is to have a clear understanding of the diversity that accompanies behaviour of consumers and provide goods and services that are in accordance to this. This is because digital tools provide marketers with the chance to not only collect but to also analyze data that has become even more complex on the purchasing patterns that consumers adopt. This paper therefore examines how the exchange between consumers and marketers has become highly dynamic, interactive and participative. Consumer Behaviour The subject of what causes consumers to behave as they do is one that has attracted a number of researchers. Going back as far as 300 years ago, economists such as Nicholas Bernoulli and John von Neumann began to analyze what exactly forms the background for the decisions made by consumers. Their work largely focused on the action of buying and was driven by utility theory(Knight & Weedon, 2009). This theory argues that consumers often make the choices that they do based on the outcomes that they expect to get out of these decisions(Boulding et al, 2005). Consumers are therefore considered as rational when it comes to decision making and only concerned with their own interests. However, while utility theory sees the consumer as rational, modern research on the topic of consumer behaviour examines a complex number of factors that have an impact on the consumer(Royle & Laing, 2013). It also agrees that there are a number of activities in terms of consumption...
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...world’s most recognized drinks brand, as a company they strive to satisfy every individual’s need of refreshment and nutrition. With more than 3,500 different brands of beverages, they are able to cater to a wide range of consumers in almost every target market and consumer category. For example, the health conscious will most probably grab a Coca-Cola Zero or Minute Maid that comes in a few fruity flavours, for others who prefer something tea-based, they would pick up Heaven and Earth. There is something for everyone. In 1886, a pharmacist named John Pemberto from Atlanta, stirred up a caramel-colored liquid out of simple curiosity. It was later combined with carbonated water to form the first version of what consumers know today as Coca-Cola. With more than a hundred years in business, the company has expanded far beyond its signature drink and has optimized and extended its value chain to become a world-wide beverage giant that is. Today, Coca-Cola owns 3,500 different brands, and is operating in more than 200 countries with more than 146,200 employees worldwide. Coca-Cola has a significant presence in Asia and for Singapore in particular, the company’s operations are built and structured to support the main functions of its business. The first being marketing its brands and the second focus is on the manufacturing of concentrates and syrups used in the production of its beverages. Analysis of 4 Environmental Factors Looking at the macro-business environments, there have...
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...what are the main banderies. To diffuse a message, big opportunities but complexities (Internet, smartphone,s social networks…) Marketing trends Shifting balance power to consumers - new tools that enable companies to be more specific about who they want to talk to, to focus the specific customers - less obtrusive in messages: a way to make customer ask for advertisement - viral marketing - enable the customer to live through the message, involving him in the creative process (exp: a piece of ad where you have to chose to see what follows--> Samsung follow your instinct) OPPORTUNITIES OR THREATS? --> interactions help companies collecting useful data regarding their customers --> campaigns can no longer be standardized. Marketing helps companies to know who are their customers, where they are, what they want… Competitive trends Four major companies: Omnicom, WPP, Interpublic and Publicis Group (PG was late on digital) The advertising industry Main trend since the 80s - multiplication of specialized agencies (only provide commercial for one sector e.g healthcare, institutional communication) that cannot deliver general messages but more specific and touchy ones - concentration of ownership of these numerous agencies Conceive and create large-scale marketing concepts to be broadcasted (tv, print, radio, outdoors and digital) of three kinds: - WW network - micro-network - standalone companies Media agencies deliver the message via the media -...
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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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...e-commerce businesses. 4. Is it a Global Company: It is a government business enterprise and also a self-funding business. 5. Key Products & Service Segments: Mail and parcel deliver services, postage stamps, mail sorting and distribution in Australia and overseas, messenger services, and mailbox rentals and post office facilities. 7. Turnaround point of the company: Future ready business transformation program because Australia Post has the lowest profit in 20 years and held only 1% of the market share on written communication. The remaining was carried on email, texts or social networks. 8. Industry is at decline stage. They had the lowest profit in 20 years in 2010. Revenues and profits had fallen as consumers migrated away from traditional mail and retail services to digital communication services. They had less than one percent of the market share. Its letters business will lose $100 million and it would only get worse. 9. Value Chain Analysis: Inbound Activities: Mails from customers who visit the retail outlets and mail box, parcels, courriers...
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...company and impotent consumer is long gone due to the rise of social media, and online communities. Brands as publishers means that those companies who can build up followings via the ‘personality’ of their social profiles will be the companies best positioned to distribute and gain engagement for their on and offsite marketing content. Social profiles: The Great Leveller Never before have brands been so vulnerable to, not only their customer’s shifting opinions, but also those of their potential detractors e.g. environmentalists or anti-capitalists. But neither have they had such an opportunity to promote their ‘personality’ and encourage measurable fandom. Brands have been miniaturised and personified into social profiles, and consumers have been magnified into the same. The social profile brings a new element in the brand / consumer relationship. It has, to some extent, levelled the playing field in that it provides a public, searchable communication portal, open 24/7 between individuals, brands and individuals-at-brands. The two-way communication via these portals has the power to influence whole online communities, not just in real-time, but over the longer term too. The fact that most platforms are indexed by search engines means that social conversations can become a permanent feature on a brand’s search ranking landscape. As Roger Ebert famously stated in a recent TED Talk “Because of the rush of human knowledge, because of the digital revolution, I have a...
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...DISCUSS HOW THE CONSUMER BEHAVIOR HAS CHANGED TODAY Kotler defines consumer behavior to be the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. He argues that it blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Macinnis and Gupta, 2008. Argue that consumer behavior reflects the totality of consumer’s decisions with respect to the acquisition and disposition of goods, services, activities and ideas by human decision making units. They have it that consumer behavior means more than just how a person buys tangible products such as bath soap, digital music players and automobiles. It includes consumer’s use of service, activities and ideas such as going to the doctor, visiting a theme park, etc. Foxall, 2005. Identifies with changes in consumer behavior in world. He argues that the buying behavior of urban middle class of Africa and India and the upper middle class as well to a large extent has a...
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...THE DIGITAL SUPPLY CHAIN AND BUSINESS ANALYTICS by FRANCES STACKS Business analytics, data based decision making, data solutions – it goes by many names but is the lifeblood of many businesses. It is nothing new and certainly not a new concept that more effectively running a business makes a more successful and profitable business. Since the very first company came about, utilizing the information at hand to provide inventory, knowledge of customer needs, wants, and desires; it has been integral in sustaining a business and making it grow. As stated by Robert Jacobs and Richard Chase what we must recognize now is, “…so much more data is now captured and available for decision-making analysis than was available in the past.” To be sure, the sheer volume of data that is now available to companies is astronomical due to ever-expanding technology, application of complex mathematical models, and ever advancing ability to extrapolate mountains of data and whittle it down to useful knowledge for businesses. Where data was once available after the fact, a “post-mortem” approach, if you will, companies can now utilize data for analysis, forecasting, optimization, revising of business processes, more efficient decision-making, and ultimately (and conversely most important) greater customer satisfaction. Business analytics has moved from being a process of analyzing customer behavior after the fact to being a tool that can help predict customer behavior in the future. This is an invaluable...
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...PORTER’S FIVE FORCES. BUYER’S POWER: - Nokia had been edged out by rivals in the smartphone market who launched new and better products which resulted to Customers shifting to android phones which resulted to Nokia reducing their selling price in order to increase the rate of sales but they lost in the rate of profitability and consumer loyalty. The customer power is high; nokia is focusing on the smartphone segment because it has the biggest margin in the industry, the consumers are increasing despite the high rate of recession, product and price differentiation is getting lower which is resulting in the difficulty of buyers making a decision about the particular phone they will want to buy. Most consumers get phones on contract and switching from one phone to another is difficult and expensive and with other brands leading in the smartphone industry, it will be difficult for consumers to switch from Samsung or iPhone to Nokia. Most of the other brands own distribution stores while nokia doesn’t really have enough distribution channels, making it difficult for buyers to reach their product easily in some countries. COMPETITIVE RIVALRY: - Competitors were quickly catching up with Nokia’s Symbian platform. As the Symbian OS was not optimized for touchscreen devices, users were turning to the Android, Blackberry OS, and Apple’s iOS. Nokia struggled to keep pace with rivals such as Apple, Samsung, Google, and RIM in the high-end smartphone market. Nokia is not only competing with...
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...KODAK and the Digital Revolution 1. Evaluate Kodak's strategy in traditional photography. Why has the company been so successful throughout the history of the industry? Kodak had several core competencies to its advantage. Of primary importance were its “user-friendly” qualities, cost, extensive advertising that helped built its name; perceived quality of its products and its customer focus that lead to strengthening an important core competency i.e. customer satisfaction. Kodak’s leadership also came from marketing and its relationships with retailers (for shelf space and photo-finishing) and also its investments in R & D. During its heyday, its technological capabilities and its rapid design to market cycle times were success factors. Kodak used a razor-blade strategy wherein film was regarded as the consumable so it sold cameras for low cost and profited from increased sales of films. 2. Compare traditional photography to digital imaging. What are the main structural differences in the industry? (Use the 5-forces model) | Traditional | Digital | Rivalry among competing firms in industry | Initially none until 1976 when Fuji came in | High- many companies producing different brands at all price category | Bargaining power of suppliers | Low – since Kodak was their main consumer | ...
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...Table of contents 1. INTRODUCTION ✓ History ✓ Mission ✓ Company Strategies 2. CORPORATE GOVERNANCE ✓ Responsible of the board ✓ Board structure and members ✓ Board meeting ✓ Other board and governance matter 3. EXTERNAL ANALYSIS ✓ Issue priority matrix ✓ Porter’s 5 forces ✓ Industry matrix ✓ PEST analysis ✓ Competition analysis ✓ Opportunity / threats analysis ✓ EFAS 4. INTERNAL ANALYSIS ✓ Company structure ✓ Company capabilities ✓ Core competencies ✓ Distinctive competencies ✓ Corporate value chain ✓ company resources ✓ Strengths and Weaknesses ✓ IFAS 5. STRATEGIES ALTERNATIVES AND RECOMMENDED STRATEGY ✓ SFAS ✓ TOWS ✓ Strategies Alternatives ✓ Strategies recommendation 6. Implementation ✓ Corporate & business strategies ✓ Functional strategies 7. EVALUATION AND CONTROL ✓ Establishment of Standards ✓ Evaluation of Performance Jim Barton and Mike Ramsay were the founders of TiVo inc. both founders were working at silicon graphics and were very much involved in entertainment industry .Jim Barton was involved with an on demand video system. Mike Ramsay was responsible for products that...
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...accustomed to digital devices. Marketing to the elder segment of the population that isn’t digitally-savvy is proving to be a challenge for business. The business world has changed a lot in the past twenty years. The words ‘mouse’, ‘application’, ‘windows’, and ‘apple’ carry alternate connotations now. Now, digital disruption is shaking up the industry. ‘Disruption’ is a disturbance that interrupts a process, activity, or event. Although the word ‘disruption’ carries a negative...
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...Professor Will Moses MKT100 – Principles of Marketing November 6, 2012 The Dying Newspaper Abstract The newspaper (print) has been a part of American households for decades. The subject matter to be discussed: the exchange of news information in the networked future, the impact of the transition to digital journalism and the decline of the local newspaper. The information will show the drop in print viewership due to news being more readily available through social media and other Internet options. The Dying Newspaper Introduction The purpose of this product assessment is to investigate obsolesces of the print newspaper which has been on a steady decline in the market today. First, we will describe the newspaper within the context of demographic, consumer popularity, economic and technology, ethnic market and social awareness. The research will gather recommendation of appeal for consumer’s response to the declining of the print newspaper industry, while addressing the alternative market place to revitalize the newspaper standards in other countries. Finally, the study will bring about awareness to segmentation and positioning ideals for the new signature of newspaper in the new countries. The newspaper was a global source for current news events on print intended for household viewers. According to a Census Bureau report, within 10 years the primary declination of readership will be amongst the younger viewership. Consumers between the ages of 18-35 once had a...
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