.....Marketing
1.
A major purpose of the marketing plan is to set the company on a specific course in marketing. Marketing planning is the systematic process of assessing marketing opportunities and resources, determining marketing objectives, defining marketing strategies, and establishing guidelines for implementation and control of the marketing program. The outcome of planning is a written document that outlines the activities and objectives necessary to implement marketing strategies successfully - a marketing plan. The marketing plan provides a framework to stimulate thinking and provide strategic direction. The attached Sample Market Plan document contains all the information we have learned from this class as of today.
Choose a product or service of your own interest, discuss different digital media and the pros and cons of using each as part of your marketing plan. Make sure to list the different digital media mentioned in the text (social networks, blogs, wikis, apps, video and photo sharing, virtual realities, podcasting, and widgets). Provide the details of your marketing activities from each of these channels, and evaluate the effectiveness of the product, pricing, distribution and promotion strategies.
Please note: most marketers conduct a complete market research as shown in the attached Sample Market Plan. I do NOT expect you to do the same in this exercise. However, your discussion should contain the basic analysis oftarget market, marketing strategy and performance evaluation.
appendix B Sample Marketing Plan " zayats-and zaaly Shutterstock.com This sample marketing plan for a hypothetical company illustrates how the marketing plan- ning process described in Chapter 2 might be implemented. If you are asked to create a mar- keting plan, this model may be a helpful guide, along with the concepts in Chapter 2. Star Software Inc. Marketing Plan I. EXECUTIVE SUMMARY The Executive Summary, one of the most frequently read Star Software Inc. is a small, family-owned corporation in the first year of a transition from components of a marketing plan, is a synopsis of the mar- first-generation to second-generation leadership. Star Software sells custom-made calendar kating plan. Although it does not programs and related items to about 400 businesses, which use the software mainly for provide detailed information, it promotion. As Star's business is highly seasonal, its 18 employees face scheduling challenges, does present an overview of the readers can identify key with greatest demand during October, November, and December. In other months, the issues pertaining to their roles in equipment and staff are sometimes idle. A major challenge facing Star Software is how to the planning and implementation increase profits and make better use of its resources during the off-season. processes. Although this is the first section in a marketing plan. An evaluation of the company's internal strengths and weaknesses and external oppor- it is usually written last. tunities and threats served as the foundation for this strategic analysis and marketing plan. The plan focuses on the company's growth strategy, suggesting ways it can build on existing customer relationships, and on the development of new products and/or services targeted to specific customer niches. Because Star Software markets a product used pri- marily as a promotional tool by its clients, it is currently considered a business-to-business marketer. II. ENVIRONMENTAL ANALYSIS 2 2 The Environmental Analysis presents information Founded as a commercial printing company, Star Software Inc. has evolved into a marketer regarding the organization's current situation with respect to of high-quality, custom-made calendar software and related business-to-business specialty the marketing environment, the items. In the mid-1960s, Bob Mclemore purchased the company and, through his full- current target market(s), and the time commitment, turned it into a very successful family-run operation. In the near future, firm's current marketing object tives and performance. Mclemore's 37-year-old son, Jonathan, will take over as Star Software's president and allow the elder Mclemore to scale back his involvement. A. The Marketing Environment 3 This section of the envi- 1. Competitive forces. The competition in the specialty advertising industry is very strong ronmental analysis considers relevant external environmental on a local and regional basis but somewhat weak nationally. Sales figures for the forces, such as competitive industry as a whole are difficult to obtain because very little business is conducted on a economic, political, legal and national scale. regulatory, technological, and sociocultural forces. The competition within the calendar industry is strong in the paper segment and weak in the software-based segment. Currently, paper calendars hold a dominant market share of approximately 65 percent; however, the software-based segment is growing rapidly. The 35 percent market share held by software-based calendars is divided among many B-1\fGlobal supply chain cycle and focus The Supply Chain--Logistics Cycle Demand Planning . Forecasting . Market Trends . Market Conditions Business Strategies Warehouse and Dist'n . Inventory Control Needs Recognition and Accuracy . Design/Needs Specs . Material Handling . Quality Standards . Pull and Ship . Materials Planning . Disposal Actions . Requisition Issued . Documentation Accounting Actions Logistics * Invoice Matching Purchasing Actions . Payables Management Source Selection . Volume/Qty Discounts . Source Evaluation . Cash Discounts . Price / Cost Analysis * Negotiation . Contract Mgm't Receiving Actions . Transportation Receive, Count, Inspect . Supplier Certification . Accept/Reject Value Analysis . Returns/Reverse Logistics . Loss and Damage Claims Documentation Traffic Actions . Carrier Selection * Routings . Rates and Classifications . Tracing / Expediting . Freight Bill AuditsAutomation, broadly referring to the adoption of machines and computers in the production process has become increasingly more popular across many sectors and countries. For example, the market for industrial robots has experienced a dramatic expansion in the last couple of decades, as shown in Figure 1. Figure 1 Annual shipments of industrial robots worldwide (thousand units) Mickharry & Company, Industrial Robotics: Msights Inno the Sector's Future Growth Danilines, July 2019 More: Forecast 2018-2021 At the same time, the prices of labour and robots have been changing. The case of the US manufacturing sector in the last few decades is shown in Figure 2. Figure 2: Robot prices and labour compensation in manufacturing in the US (1990=100) 120 Labor costs 200 Sower: Tilley, Jonathan, "Auses ation, Robotics, 180 and the Factory of the Future", September 180 2017, Mckining & Company. 140 120 100 Robol prices 1990 1905 2000 200 2010 Now, consider Bruno, who owns a small manufacturing firm and produces windscreens for automobiles. Currently Bruno uses two robots and ten workers including Angels in his production.[ Question 4] Discuss in 100-150 wards how Bruno's decision to increase the use of robots and the general trend of increasing automation could affect in the future the following: `Angela's bargaining power, Angela's real wage, and Bruno's profit You must refer to Figure 3 in your discussion,(10 marks] Figure 3: Fraction of offers rejected in the ultimatum game, according to offer size and the number of Responders 100 One Responder Two Responders 75 Fraction of offers rejected (%) 50 25 0 5 10 15 20 25 30 35 40 45 50 Fraction of the pie offered by the Proposer to the Respondents) () [Question 5] Does Bruno's decision to use more robots bring about a Pareto improvement? Discuss in 50-100 words based on your answer for Question 4. [5 marks] [Question 6] Does Bruno's decision to use more robots result in a fairer outcome? Discuss in 150-200 words based on your answer for Question 4. Your discussion must use any TWO of the following ideas. [10 marks] substantive judgement of faimess procedural judgement of fairness consequentialist approach deontological approach[Question 7] Angela has been working at a real wage rate of $25 per hour. Illustrate in a diagram haw Bruno's decision to use more robots could affect Angela's future levels of real wags. utility free time, and Your diagram should have Angela's daily free time on the horizontal axis and her daily consumption on the vertical axis. Briefly explain your diagram within 70 words. [5 marks) [Question 8] Choose one government policy measure that you think can mitigate the potential issue(s) of increasing automation you apalused in the previous questions. Discuss in 100-150 words the reason(s) behind your choice. You must cite at least one reputable source from your own research. Include the full reference at the end of your discussion, which will not count towards the word limit. Use a standard referencing system (e g. Harvard style). [5 marks) You may use the following resources to help find reputable sources and cite them
