...118 Part Two Understanding the Marketplace and Consumers VIDEO TOMS Shoes Case on how TOMS executes its strategy within the constantly changing marketing environment. After viewing the video featuring TOMS Shoes, answer the following questions about the marketing environment: What trends in the marketing environment have contributed to the success of TOMS Shoes? Did TOMS Shoes first scan the marketing environment in creating its strategy, or did it create its strategy and fit the strategy to the environment? Does this matter? 3. Is TOMS' strategy more about serving needy children or about creating value for customers? Explain. "Get involved: Changing a life begins with a single step." This sounds like a mandate from a nonprofit volunteer organization. But in fact, this is the motto of a for-profit shoe company located in Santa Monica, California. In 2006, Tom Mycoskie founded TOMS Shoes because he wanted to do something different. He wanted to run a company that would make a profit while at the same time helping the needy of the world. Specifically, for every pair of shoes that TOMS sells, it gives a pair of shoes to a needy child somewhere in the world. So far, the company has given away tens of thousands of pairs of shoes and is on track to give away hundreds of thousands. Can TOMS succeed and thrive based on this idealistic concept? That all depends COMPANY Case corporate culture, encouraging pilots to cook breakfast for engineers each quarter to thank...
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...------------------------------------------------- Top of Form Grading Summary These are the automatically computed results of your exam. Grades for essay questions, and comments from your instructor, are in the "Details" section below. | Date Taken: | 1/30/2015 | Time Spent: | 3 h , 16 secs | Points Received: | 17 / 20 (85%) | Number of Attempts: | 1 | | Question Type: | # Of Questions: | # Correct: | Multiple Choice | 20 | 17 | | | Grade Details - All Questions | Question 1. | Question : | What is Peter Singer’s point about performing vivisection on mentally disabled human infants? | | | Student Answer: | x | That if we say that it would be wrong to perform experiments on such humans but not on non-humans then we are showing bias based upon species alone | | | | That a good speciesist would not perform experiments on any being | | | | That we should test upon mentally disabled human infants because the results would be more reliable than tests on animals | | | | That anyone who would consider testing on a human infant is a monster | | Instructor Explanation: | The answer can be found on p. 6 of Peter Singer’s “All Animals are Equal.” | | | | Points Received: | 1 of 1 | | Comments: | | | | Question 2. | Question : | Peter Singer’s “basic principles of equality” applied to animals means: | | | Student Answer: | | Animals should be given all the same rights as human beings....
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...IMBA article: http://irps.ucsd.edu/assets/001/503691.pdf http://www.slideshare.net/KathrynWatts/toms-shoes-28792436 https://www.behance.net/gallery/2855131/TOMS-Shoes-Media-Plan-Campaign On April 10th thousands of people around the world ditched their footwear for TOMS Shoes annual “One Day Without Shoes;” a campaign aimed at showing the impact a pair of shoes can have on a child’s life. It is heavily rooted in social media – supporters share experiences by Tweeting the #withoutshoes hashtag. AOL, a Simply Measured customer, partnered with TOMS to build online momentum leading up to 4/10. For us data geeks, AOL’s use of social media analytics was particularly interesting – both as a rally call for consumers and a as way to message results internally and externally. Looking at the data from these efforts serves as great case study for measuring and communicating social media analytics. Using Social Media Metrics as a Rally Call AOL created excitement around a social media metric – reach – asking consumers to help distribute the #withoutshoes messages to over 1,000,000 people before April 10th. By reporting reach each day of the campaign, AOL set a collective goal and communicated the impact to participants. At Simply Measured, we tend to think about social media programs like a megaphone. You put content in and when things work well, your messages get amplified. In this instance, AOL aligned their campaign goals around this amplification in a way that compelled consumers...
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...HBR CASE STUDY The Customers’ Revenge Atida Motors’ decades-old complaint policy may be no match for unhappy customers who threaten to take their case to YouTube. by Dan Ariely Daniel Vasconcellos J IM MCINTIRE, vice president of customer service at Atida Motor Company, was just about to shut down for the day when he received an e-mail from his brother. “Go to Hell, Angel!” the subject line shouted. The message linked to a YouTube video. In “A Letter for Bill Watkins, CEO, Angel Airlines,” two stolid executives – “Jeff” and “Jerry” – wearing identical pinstripe suits, took turns narrating the story of their airline nightmare. In one scene, the pair sat chained to their coach seats in a stuffy, tarmac-stranded plane. Sweating women and children in prison garb begged for water from surly flight attendants dressed as guards. In the next, the two men crawled on their knees before a leather-clad gate attendant, crowned with devil horns and holding a long whip. They begged her to finally assign them their “guaranteed” seats HBR’s cases, which are fictional, present common managerial dilemmas and offer concrete solutions from experts. hbr.org 1717 Ariely_REV_LAYOUT.indd 31 | December 2007 | Harvard Business Review 31 11/1/07 7:53:09 PM HBR CASE STUDY | The Customers’ Revenge on an overbooked plane. “Not a chance,” she replied huffily. She snapped her whip dismissively and shouted, “Next in line!” In the final sequence...
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...Dylan Weber Kim Priest English 101 Rhetorical Analysis During the beginning of this article, Tom Bissel has a back and forth comparison of his opinion about the video game Fallout 3, and telling his imaginary children, Kermit and Hussein, what he was doing the day that Barack Obama was elected to be our first African-American President of the United States. He tries to make an argument that even though there was a widely-known national, and even global, event that took place, he felt like playing the open world game of Fallout 3 was just more important. He goes on to say, “And so, my beloved Kermit, my dear little Hussein, at the moment America changed forever, your father was wandering an ICBM-denuded wasteland, nervously monitoring his radiation level, armed only with a baseball bat, a 10mm pistol, and six rounds of ammunition, in search of a vicious gang of mohawked marauders who were 100 percent bad news and totally had to be dealt with. Trust Daddy on this one”. This analogy of two events shows that beating a video game like Fallout 3 was just as important as watching the election of the 44th President of the United States. And while the excruciating detail of the game makes it seem like there was a lot of responsibility on his hands and he makes it sound like an assertion, it wouldn’t matter in the end, because we all know it was just a virtual world, and he missed out on reality. His anecdote was very detailed, however, and I’m sure if there was anyone who was skeptical...
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...Reynolds, along with his four year old daughter, were pulled over because of a broken tail light. He let the officer know that he had a firearm, but held a carrying permit, and was reaching for his wallet, when the officer shot him four times through the car window. Diamond Reynolds begins to record the shocking events on her cell phone, the officer still in sight with his gun trained on her dying fiancee. The officer tells her that because he was reaching for his wallet, he assumed he was pulling out a gun, and took no chances. In the video, he is unnaturally calm, which shows that he didn’t care...
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...Today, according to TOMS SHOES, is ONE DAY WITHOUT SHOES day. I love the idea. I am barefoot today. But more interesting to the business world, and especially those trying to understand how social media marketing can work for them, and how to market a concept or idea over a product, TOMS SHOES is a fascinating case study. TOMS is a for-profit company with a social cause. TOMS has a model of buy one, give one. For every pair of shoes bought, TOMS donates a pair to someone in the developing world who has no shoes. The company was founded in 2006, and has taken off. SO much so that TOMS has the marketing power to put together a day where more than one million people will go all day without shoes on. They have done a lot of things right, including creating a beautiful YOU TUBE video explaining the ONE DAY WITHOUT SHOES concept. The founder of TOMS explains in a USA TODAY article why he decided to found a for-profit company instead of a charitable organization: “When I first decided that I wanted to do something about this problem, I had a few options. I could have written a check to a charity or foundation for a one-time donation. But it didn’t feel right. By being a for-profit, we’re more sustainable,” he explains. In the world of entrepreneurship, I admire and respect Blake Mycoskie. He has started a company doing something that he loves, is passionate about, and can also do some social good. He has been super smart about how to get the message out about what and how he is doing...
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...Yes, I believe Ms. Tom has a case against Kresge’s store and I believe that she has a strong chance of winning this case. However it will be challenging to pursue depending on how prepared the store is to argue her case. Element 1 is Duty. Kresge’s store has a duty to make sure they provide a safe environment for its employees and its customers. They have an affirmative duty to inspect for defects and problem areas within and outside of the store, but store employees don’t have to follow people around to see if someone spilled something on the floor. If it was a known problem then the store had a breach of duty. Researching the case online I found that the store allowed people to bring drinks in from outside. The store is increasing their risk if they allow this to happen because anyone can spill a drink and someone can slip on it. This is way may store post signs outside that state “No food or Drinks allowed”. This could also be a breach of duty or negligence on their part. Element 2 is Breach of Duty. The store would also have a breach of duty if for example the store had a leaking refrigeration unit then they are responsible for fixing the problem. This would be a difficult situation to prove. The store may have opened a maintenance ticket to repair the problem but the repair facility may have them on a schedule. This shows that the store took responsibility and has a plan to fix the problem. The store would also have to bring their maintenance records to the courtroom...
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...Today, according to TOMS SHOES, is ONE DAY WITHOUT SHOES day. I love the idea. I am barefoot today. But more interesting to the business world, and especially those trying to understand how social media marketing can work for them, and how to market a concept or idea over a product, TOMS SHOES is a fascinating case study. TOMS is a for-profit company with a social cause. TOMS has a model of buy one, give one. For every pair of shoes bought, TOMS donates a pair to someone in the developing world who has no shoes. The company was founded in 2006, and has taken off. SO much so that TOMS has the marketing power to put together a day where more than one million people will go all day without shoes on. They have done a lot of things right, including creating a beautiful YOU TUBE video explaining the ONE DAY WITHOUT SHOES concept. The founder of TOMS explains in a USA TODAY article why he decided to found a for-profit company instead of a charitable organization: “When I first decided that I wanted to do something about this problem, I had a few options. I could have written a check to a charity or foundation for a one-time donation. But it didn’t feel right. By being a for-profit, we’re more sustainable,” he explains. In the world of entrepreneurship, I admire and respect Blake Mycoskie. He has started a company doing something that he loves, is passionate about, and can also do some social good. He has been super smart about how to get the message out about what and how he is doing...
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...Toms Shoes- Case Study ------------------------------------------------- Table of Contents 1. Executive Summary……………………………………………………....3 2. Situation Analysis .....................................................................................4 3. Analysis of case issues using marketing theory 3.1. The trends in the marketing environment …………………….. 5 3.2. Creating value for customers.......................................................6 3.3. Fitting in with the changing marketing environment...................7 4. Conclusion...........………………………………………………………....8 5. References………………………………………………………………...9 1. Executive Summary In the era of globalization and highly competitive business world, it is the goals and desire of every company to take a good portion of market share for their products in the market place. People in different geographic locations are more connected ever than before with advancement of internet and air travels. Online blogs, YouTube and social networking web sites have changed new socio culture across demographics especially in younger generations. Consequently, consumers are also becoming well informed about the brand and products, value conscious and their purchase decision are made beyond the quality of product and its face value alone. The aim of this study is to analyse the key concepts of Toms Shoes Company marketing strategies and important factors that influence the success of this relatively new shoes...
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...Theme Chart Analysis Using the Grounds Theory approach our group determined and analyzed the common themes on social media surrounding the Toms Shoes brand. We created a Theme chart and a sub-theme chart from the largest theme. These charts can be seen below. The top three themes were 1) Social Justice, which was mainly comprised of soundbites focused on the Toms One For One motto and their positive impact on those less fortunate 2) Style, which was largely focused on the look of the shoes and 3) what we named Purchase/ want, this category was comprised of soundbites in which people were talking about a purchase they had just made or stating that they really wanted to purchase a certain pair, more pairs or every pair of Toms. We have chosen to further discuss a number of the themes seen in the charts below. Theme: One Day Without Shoes The most talked about theme turned out to be Social Justice and a large sub theme of social justice was Toms campaign advertising campaign; One Day Without Shoes. Therefore we began to evaluate the effectiveness of the Toms Shoes campaign “One day without shoes,” which is held every year. This year of 2012 the event was held on April 10th, 2012. We predicted that advertising of the campaign through digital and traditional media would increase brand awareness to customers and therefore show an increase in the online chatter or buzz before the date of campaign. We also expected to see many positive comments and customer participation after...
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...However, this is not the case with the performances by legendary musician, Daniel Gootner, whose shows are synonymous with screeching fans, sparkling lights, and ensembles playing in perfect concordance, to name a few. Because of these attributes, Daniel Gootner videos on DailyMotion have gone viral. Being a legendary artist has its own share of advantages and disadvantages. Let us see how. The benefits of playing music are myriad and many. Therefore, enjoy the benefits of music with Daniel Gootner. Playing music does not cost a lot of money and is a fun-filled activity. It is an effective form of self-expression. Music can uplift your mood and keep you happy. What’s more, you would want to share this happiness with your near and dear ones. Listening to music or playing a musical instrument is the best way to de-stress and enjoy...
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...Supreme Court judges named Tom C. Clark. The case that it will be about is the Miranda V. Arizona case, which took place in February through March within 1966 the ruling, came out in June of 1966. In the ruling of the case of the case a five to four vote, which the decision went to Miranda v. Arizona in the case (Hendrie, Edward M, 1997). Q. the origins of where this case located Justice Tom C. Clark. The case of Miranda V. Arizona located, within the city and state of Phoenix Arizona the person name Ernesto A. Miranda. That came in this area as an Immigrant from his native country arrested and accused of sexual assault and kidnapping, which they took Miranda in for questing. They held in questing for almost two hours, which made him confessed to the criminal act to the officers. However when in questing is Amendments was violated the fifth and sixth that is the person has a right to keep their selves from incriminating his or herself also they have a right to legal representation. Once they had the confession, they go to court in which the confession used by the prosecutor as evidence with other items. Because of this, the ruling did not go in his favor, and he was to 20-30 years behind bars (Hendrie, Edward M, 1997). Q. Have it been any cases are like this which considered in the Supreme Court? Justice Tom C. Clark. There have been other cases like this California v. Stewart, Westover v. the United States, Virgira v. New York. With the cases, they were on the bases...
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...carefully about how to define its strategy: TOMS a. Defining the industry in which your firm competes. Establish the average economic performance for the industry, and comparative performance for your firm. The US footwear industry is consisted of four basic product categories in the market: casual (52%), athletic (31%), dress and rugged shoes. There is an increased competition, due to larger mergers and acquisitions. The demand for the shoe industry is driven by fashion and demographics. The profits are mostly depending on the design, especially small companies in the industry use more differentiated and superior designs, along with superior marketing. 95 percent of all footwear sold in the U.S is imported. The logistics and the delivery of the products are the most important things for the footwear industry. China has been he main source for imported footwear. The domestic players in the industry are facing a great competition with imported footwear from China and other outsourced countries. However, Toms is one of the companies that completely manufacture the shoes in other countries, so that they are not experiencing any negativity in terms of tariffs. b. Identify key competitors in your firms industry (minimum 2 competitors), and assess the competitive position of your firm and their competition. Key competitors for Toms are Converse and Keds. Both companies are privately owned just like Toms Shoes. The companies’ main revenues are coming...
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...around them are doing, therefore a numerous amount of people do not even think about what they are rioting over before they join in on the action (Smith). Others commit to the mob owing to the fact that many people are joining it, so it must be worthwhile (Smith). Throughout To Kill A Mockingbird, mob mentality shows up numerous times. One behavioral example of mob mentality that occurs during the novel is that people do not think clearly when participating in a mob (Smith). When Atticus leaves to go to the jail one night, multiple men show up to intimidate Atticus and Tom (Lee 201-202). The men are obviously not thinking straight because Scout is able to snap Mr. Cunningham out of his violent thoughts (Lee 205-206). When Scout begins talking to Mr. Cunningham, he realizes that he does not want...
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