...Appendix SONIC MARKETING PLAN AND EXERCISES The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch an innovative new product or increase sales to current customers. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan A marketing plan has a more limited scope than a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation. The marketing plan documents how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other organizational departments. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, finance must arrange funding to cover the expenses, human resources must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout varies from company to company, a marketing plan usually...
Words: 7341 - Pages: 30
...RIM has a commanding 56% share of the $12 billion U.S. smart phone market, and its sales are still accelerating. In fact, according to industry tracker IDC, the bestselling smart phone in the U.S. so far this year by units is not the iPhone but the BlackBerry Curve. The Curve’s competitors include the Apple iPhone and the Motorola Android smart phone. Most people think of Apple as RIM's biggest threat. While that may be true, there is probably no single event that has done more for RIM's business than the iPhone launch. It was Apple that convinced consumers that they could enjoy the ease and power of a desktop in a handheld device, thus opening a vast new market. Overnight the smart phone became, by popular demand, a consumer device. Since the iPhone's introduction in June 2007, BlackBerry quarterly sales have more than tripled, from $1.1 billion to $3.4 billion. Three of the five top-selling mobile phones in the U.S. are now BlackBerrys. Blackberry uses a demographic segmentation approach. Traditionally, Blackberry phones have been targeted to business professionals only. They were not priced or developed for the every day cellular user. The Blackberry Curve 8900 is still primarily targeted to the business professional. The phone comes preloaded with the mobile version of Microsoft Office and now gives the ability to edit documents and power points directly on your cell phone. Blackberry also targets the business professional with wireless connectivity ability on the go...
Words: 1022 - Pages: 5
...Why Not Now Smart Device & Mobile App Store Boise’s Best Cell Phone Store-Final Draft Alicia Young Keller Graduate School of Management Marketing Management-Section 61681 December 15, 2013 Table of Contents 1.0 Executive Summary………………………………………………………………………....3 2.0 Situational Analysis Overview……………………………………………………………...3 2.1 Market Summary……………………………………………………………………………5 2.2 SWOT Analysis……………………………………………………………………………...6 2.3 Competition………………………………………………………………………………….7 2.4 Product Service Offering……………………………………………………………………8 2.5 Keys to Success………………………………………………………………………………9 2.6 Critical Issues……………………………………………………………………………….10 3.0 Marketing Strategy Overview……………………………………………………………..10 3.1 Mission………………………………………………………………………………………13 3.2 Marketing Objectives………………………………………………………………………13 3.3 Financial Objectives………………………………………………………………………..15 3.4 Target Markets……………………………………………………………………………..17 3.5 Positioning…………………………………………………………………………………..18 3.6 Pricing Strategies…………………………………………………………………………...19 3.7 Market Attack Strategy……………………………………………………………………22 3.8 Marketing Research………………………………………………………………………..24 4.0 Controls……………………………………………………………………………………..27 4.1 Progress Milestones………………………………………………………………………...27 4.2 Market Organization………………………………………………………………………28 4.3 Contingency Planning……………………………………………………………………...28 5.0 Conclusion…………………………………………………………………………………..29 References………………………………………………………………………………………30 1.0 Executive...
Words: 6966 - Pages: 28
...Appendix SONIC MARKETING PLAN AND EXERCISES The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch an innovative new product or increase sales to current customers. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan A marketing plan has a more limited scope than a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation. The marketing plan documents how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other organizational departments. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, finance must arrange funding to cover the expenses, human resources must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout varies from company to company, a marketing plan usually...
Words: 7341 - Pages: 30
...Wilson ENG1000 Cell phones or mobile devices are developing to allow quicker texting, Web access, GPS and shared networking. Smart phones like the Blackberry, HTC phones and the iPhone are the leading smart phones in the current market place. Because of the operating systems these phones run with various types of applications they can be compared to computers in the palm of your hands. With so many different smart phones on the market, consumers must utilize the following criteria’s to make the best well-informed choices; cost, comparisons, the differences and weaknesses to determine the phone that best suits one’s smart phone technological wants and needs. A medical professional, is in need of a quick answer and or affirmation of a diagnosis given, which phone would he/she utilize? Would he/she choose the HTC Evo or the Blackberry 8350i? This paper will evaluate the HTC Evo by Sprint and the Blackberry 8350i by Sprint. When one considers buying a cell phone the first thought that one has to consider is the cost. Will it fit in one’s budget? Will one get more for the money spent? The HTC Evo by Sprint currently cost after rebate and discounts approximately $199.00 where as the Blackberry 8350i by Sprint currently cost $99.00 after rebate and discounts are given. Based on cost one would question why not purchase the cheaper of the two phones-Blackberry 8350i. The disparity between the costs for the two phones is based on the fact that the HTC...
Words: 962 - Pages: 4
...SMART PHONE IMPACTS AND THE YEARS TO COME Introduction Smart phones have become a vital part of our everyday existence both in positive and negative ways. Very few of us can go an hour without checking our phones. Whether we are shopping, banking, listening to music, looking up ailments, or texting, we use our phones. Passwords, account numbers, and photos can all be stored on a tiny SD card usually no more than 16 gigabytes. Smart phones have impacted our relationship with music, changed the way we shop, and modified the way we manage our finances. Smart phones have drastically changed the way we live today, and will only continue to develop and reshape our lives in the future. Summary of Key Findings One major impact that smart phones have had is in the music industry. Today one doesn’t even have to leave home in order to buy the newest CD. All one has to do is download the music off one of the many free MP3 applications. Most smart phones are equipped with an MP3 player so users can listen to their favorite songs. This has caused a dramatic decline in revenue for stores that sell music. In fact, according to Ex TuneCore CEO, Jeff Price," In 2011 in the U.S., just eight years after the launch of iTunes, digital music sales generated more revenue than physical music sales in the United States” ( Smith, 2012). Napster set the stage and many others quickly followed. Artists have felt the pinch from the sources of music piracy as well. Smart...
Words: 1062 - Pages: 5
...qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwer...
Words: 3950 - Pages: 16
...Performance in AMA University A Research project Submitted to the College of Business and Finance In Partial Fulfillment of the Requirements for the Subject ITMA 570 Prepared by: Introduction Smartphone technology are growing so fast more than any other electronic equipment in the world and has improve our access to information technology. Smart phone applications for quick access and ease of service anytime anywhere . The usage of this technology on the personal and professional level is becoming a widespread nowadays. Casual observation shows that smart phone have taken the way people communicate in their workplace and affect their working performance. This comes as no surprise in the information technology world nowadays. Despite their popularity. One must consider whether smart phones are merely a workplace appropriateness or source of distraction. For instance, a worker attending a meeting can retrieve whatever information he/she needs while he/she is in the conversance room; however, that same worker can disrupt the meeting each time his/her phone rings. Arguably, there are pros and cons for the performance of the employee of using the smart phone in their work performance, but it is important to relies the potential liability that smart phone effect the employees performance. We are in a litigious society with a rise in the organization liability, Thompson and Bluvshtein (2008) (1) report that " … employee use of technology is resulting in greater rates of employees misuse, discipline...
Words: 2832 - Pages: 12
...became to do rubber business, rubber is a material which can make tyre . By the 1960s, Nokia started to make electronics. It began to develop radio telephones for the army and emergency services Form that, Nokia became to focus on telephone making, and by 1998, Nokia was the world leader in mobile phone market until 2011. After that, I believe everyone sitting here can remember what happened. Now let’s see a video about Nokia’s products these years. I like this video very much, especially when I saw the phones I used to use. From Nokia’s lone history, we can see Nokia is a very innovative company, it was always be the first one to launch new products and be the market leader for a long time. But also because Nokia’s history and leader position, it has been blocked by a massive bureaucracy, it insisted to use Saipan system after Apple and Google developed new systems which lead Nokia missed the market opportunity. 1. Mission Nokia’s mission is connecting people by combining advanced mobile technology with personalized services. More than 1.3 billion people connect to one another with a Nokia phone, this amount equals to China’s population. 2. The second part is Market served 2.1 First of all, who are customers of Nokia? The customers of Nokia are a group of people who want to connect with others by Nokia’s phone. The products can be divided into two segments: mid-to-low-end products, and high-end products. Nokia provide the mid-to-low end feature phones with low price...
Words: 872 - Pages: 4
...IPhone is Apple’s well celebrated smart phone which has taken the mobile phone industry by storm. The iPhone idea came about when Apple CEO Steve Jobs told Apple engineers to explore the concept of touch-screens. There are many reasons a consumer would favour iPhone over other smart phones, whether the reason lies in its sleek, metallic design or the entertainment kicks the consumer obtains out of using it, it is crucial that Apple looks in greater depth at more sophisticated business tools in order to cater professionals like surgeons, businessmen and engineers. Iphone’s attractive brand image can be single-handedly gunned down by other strong factors, like the mentioned business element for instance, should Apple not expand its utilisation potency. Brand audit has been performed by using Keller’s CBBE Framework. In order to understand the iphone’s degree of competitiveness in the market, it is essential to conduct a SWOT analysis so that it becomes clearer to which side weighs more: the pros or the cons. The audit offers recommendations to the sort of improvements that will help establish iPhone’s brand positioning, brand management and marketing value. Keller’s model is not the only model that can be adapted to measure brand equity. Its limitations are discussed and other brand equity models are explained briefly. INTRODUCTION The mobile phone industry is progressing fast in today’s modern society. Not only does the mobile phone enrich everyday aspects of our lives...
Words: 5143 - Pages: 21
...Company Overview of WALTON Walton Hi-Tech Industries Ltd (WHIL) is the pioneer in manufacturing of multi-staged Refrigerators, Freezers, Air Conditioners, Televisions and Automobiles, Smart Phones and Home Appliances in Bangladesh.It is a sister concern of R.B. Group, (where R.B. stands for Razvi and Brothers) which is one of the topmost conglomerates of Bangladesh. It has been operating its businesses with great reputation since 1977. Walton has become a sensation among customers. It has several manufacturing plants in Bangladesh which are among the biggest ones in South Asia. Walton manufactures a wide range of products using the state-of-the-art technology, applying innovative designs and maintaining strict quality control system. The major products of Walton brand are: (1) Smart Phone (2) Motorcycle (3) Air Conditioner (4) Refrigerator and Freezer [having three manufacturing plants] (5) Television [3D LED, Smart TV, LED, LCD, CRT] (6) DVD Player (7) Microwave Oven and Steam Oven (8) Washing Machine (9) Iron (10) Domestic and Industrial Generators (11) Various kinds of home appliances (Blender, Juicer, Grinder, Rice Cooker and Pressure Cooker, Washing Machine, Electric Kettle, Induction Cooker, Sewing Machine, Hair Dryer etc.). The Walton’s management is very strict regarding the quality of the products. It gives highest priority to quality assurance system to ensure customer’s satisfaction maintaining all customers’ database. Since its...
Words: 1252 - Pages: 6
.... What business and social problems does data center power consumption cause? Data center power consumption economically affects businesses and environmentally affects society. Operating costs for data centers is very expensive. In the article, "Ubiquitous Green Computing Techniques for High Demand Applications in Smart Environments," the total operating costs, concerning electricity, of all data centers within the U.S. alone exceeded 7 billion dollars in 2010 (Ayala, J., Moya, J., Risco-Martín, J., Sanchez, C., Zapater, M. 2012). The article then explains that data centers consumed 61 billion kilowatt-hours in 2006;the Environmental Protection Agency provided this statistic to the US Congress in a report from 2007 (Ayala, J., Moya, J., Risco-Martín, J., Sanchez, C., Zapater, M. 2012). With this amount of energy being consumed by data centers, it is a cause for concern; consequently, data centers have an impact on the cost of business and negatively impact the environment via carbon footprint. As the carbon footprint grows, there is a need to realign the way businesses looks at managing their data centers. Several companies including Cisco, Dell, Google, HP, IBM, and Intel have announced efforts to reduce the environmental footprint of their product offerings (Chang et al., 2012). Large technology companies are starting to understand that being environmentally friendly is good for the wallet and good public relations. Understanding how to manage and build better data centers...
Words: 4296 - Pages: 18
...the strengths and weaknesses of a business and how it is affecting their ability to meet their overall aims and objectives. An internal audit is broken down into 5 main categories, these include: Resources- The resources of a business can include their Technical resources, financial resource, their organisational structure as well as their managerial skills Research in Motion has created value for its customers through R&D for the last 10 years, and they have as a result used their R&D as a distinctive advantage. As an innovator in wireless email solutions in the late 90’s they were able to establish assets such as licenses and patents related to data security, wireless transmission of data, and what they are known best for; their push email service. By securing these licences and patents it has given Blackberry an edge in the market with the features it offers, and allowed them to establish a target market which was business people and professionals, before moving into the general market. The major stakeholders of the company are two of the founding members, who currently serve as Co-CEOs of the firm. RIM performs well financially on a consistent basis, with revenue figures reaching $4.2 billion in 2011, although this is down 15% from the previous quarter. In the USA RIM owns 40% of the smart phone market, however their blackberry products are weaker internationally than their rivals Nokia. to IDC | | Top five mobile phone manufacturers, by 2010 global sales ...
Words: 5273 - Pages: 22
...Technology has had a great impact on businesses and their approach to accommodate modern technology needs to keep up with all the changes. Television is slowly disappearing and social media is becoming more popular, it seems as if Smart phones are taking over the world. One of the ways smart phones have changed how business is done is by email and the response time. An employee can be emailed and instantly receive the message on their Smart phone making response time faster. You no longer have to wait to be next to a computer to check messages. Another way they have changed the way business is done is by social networks, companies no longer have to spend millions of dollars on advertisement all because of the creation of social networking. Users pay constant attention to their phones making this medium the single greatest source of word-of-mouth traffic. There are many reasons smart phones have changed the way business is done and I can name many, but I must say this last one I am going to mention is the reason why I would use a smart phone for business purposes. It is what I call less dead time, business people can continue to conduct business at any time, any place, and by anyone. You no longer have to wait for anything as long as you have your smart phone by your side. It makes it convenient, it saves time, effort, and most important of all money while introducing new...
Words: 253 - Pages: 2
...February 4, 2015 Management Science Department Darla Moore School of Business University of South Carolina Columbia, SC 29208 Table of Contents Section 1……………………………….. Introduction Page 3 Section 2……………………………….. Analysis Pages 4-7 Section 3……………………………….. Results Pages 4-7 Section 4……………………………….. Conclusions Page 8 Section 5……………………………….. References Page 9 E-commerce is becoming increasingly more popular with each passing day as the technology around us continues to advance. Technology has advanced so rapidly just over the past ten years that basically every business has had to adopt some form of e-commerce just to stay in business. The use of different forms of technology by basically everyone on a day to day basis has greatly increased the importance and benefits of e-commerce as a whole. Companies can use technologies like our smart phones and the internet to reach customers with multiple forms of advertisement, customized to meet each individual customer’s preferences. “Internet technology has changed the supply chain by improving collaboration and efficiency, and adding value to products and firms” (Astuti, 2014). Internet technology has improved the supply chain because it has helped business know the amount of supplies it needs to produce to satisfy the amount of customers they have. This is different than in the past when a business would just produce an estimated amount of products and just hope they...
Words: 2341 - Pages: 10
