1. Martha and the Trap-Ease America investors believe they face a once-in-a-lifetime opportunity. What information do they need to evaluate this opportunity? How do you think the group would write its mission statement? How would you write it? I agree with the statement that the group faces a once-in-a-lifetime opportunity. In order to use this opportunity the group needs to know the size of the market, potential market share, their competition, strengths, weaknesses, opportunities
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China redefine client value using CRM; what differentiation technique should it employ? In our opinion, Grey should not rely on Grey Worldwide’s brand equity to make sales and retain existing customers. It’s because the ability to rely on traditional forms of differentiation for competitive advantage. It can use embedded client information and technology to redefine a firm’s value proposition to its clients in: First, using client information. Second, profiling customers, and third, try to segment
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advertisement. Till 2006 TFC was the market leader in fashion related programs and one of its more popular series in 2005 had been “Look Great on Saturday Night for Under $100. In 2006 TFC has realized that some of the other channels like CNN and Lifetime are following the footsteps of TFC and also they are telecasting the programs related to the fashion world, which were now started to become more popular in comparison to the programs of TFC. These channels were giving competition to the TFC directly
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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
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Price 5 Mark-Ups (in %) – Based on Costs 5 Example: 5 Moving Up & Down the Value Chain 6 Move “Up” Chain 6 Move “Down” Chain 6 Breakeven Analysis 6 BE (units) 6 BE (dollars of sales) 7 Market Share 7 Dollar Share 7 Unit Share 7 BE MS (Dollars) 7 BE MS (Units) 7 Cannibalization 7 Total Contribution (NP) 7 Net Present Value: Today’s $ v. Next Year’s $ 8 Customer Lifetime Value (CLV) 8 Mkt Strat I: Strategy Formulation, Market Assessment Tools (Frameworks), Porter’s
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for companies to be successful, they must find ways to render the competition irrelevant. How might a company render the competition irrelevant? The ability to engage in innovation, which starts with noticing changes in the marketing place and customers’ evolving wants/needs, and then requires a commitment to a new concept/product and bringing that to the market. Secondly the company needs a shift in focus to building the new category or subcategory for the product. Third, creating barriers to entry
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Chapter 8: Segmentation, Targeting, and Positioning * Marketing is about satisfying customers’ wants and needs * Segmentation: dividing the market into groups of customers who have different needs, wants, characteristics, who would appreciate products/services specifically geared towards them The Segmentation-Targeting-Positioning (STP) process includes: * 1. Establish Overall Strategy or Objectives * 2. Profile Segments * 3. Evaluate Segment Attractiveness
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How to Acquire Customers on the Web by Donna L. Hoffman and Thomas P. Novak Reprint r00305 M AY – JUNE 2000 Reprint Number RANJAY GULATI AND JASON GARINO The E-Business Frontier: Syndication: The Emerging Model for Business in the Internet Era E-Hubs: The New B2B Marketplaces Get the Right Mix of Bricks and Clicks NICHOLAS G. CARR On the Edge: An Interview with Akamai’s George Conrades R00303 MICHAEL BEER AND NITIN NOHRIA Cracking the Code of Change R00301
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the firm) should be trying to achieve (improved profit, sales, customer lifetime value, market share, etc.). Note that goals are NOT a “decision to be made”, such as “what price should we choose?” What impedes or restrains them from achieving the goal. Obstacles are specific things or situations that may get in the way of the goal (company culture, new product development processes, competitors, government or environmental issues, customer education, etc.). OBSTACLES ANALYSIS Key issues underlying
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Explain why good/professional software is not just the programs that are developed for a customer Good/professional software is not just the programs that are developed for a customer but it consist of executable code and is associated with documentation and configuration of data that is required to make these programs operate correctly .A professionally developed software system is often more than a single program. The system usually consists of a number of separate programs and configuration
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