Market Entry Case Study (promotion part)
Market Entry Case Study (promotion part)
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Detailed description of assessment
Ecovative (www.ecovative.com) is an North American based company who have invented and patented a new packaging technology that is eco-friendly (TED Talks Season 24 Episode 10.01.10 – Eben Bayer: Are mushrooms the new plastic?)
They are seeking to develop worldwide impact by promoting the use of their technology (product and process) as a replacement to traditional use of toxic chemicals and plastics such as formaldehyde and Styrofoam.
Watch the video, peruse the website. Take a look at the five current applications that mycelium can be used for. Now consider this in the context of your home country market. Research and discuss with your syndicate what agricultural by products are in abundance and which might be suitable for use with mycelium.
Then research and discuss which industrial/manufacturing sector in your home country would be an appropriate market to target.
In a group paper totaling 2400 words put a case forward to Ecovative for establishing a manufacturing, sales and distribution facility in your home country.
Pick only one of their 5 products/applications to focus on.
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- It is late June, and Sandra Huchim, head of operations at Mintendo, and Bill Smith, head of salesof We “R” Toys, are about to get together to discuss production and marketing plans for the next6 months. Mintendo is the manufacturer of the popular Game Girl handheld electronic game that is sold exclusively through We “R” Toys retail stores. The second half of the year is critical toGame Girl’s success, because a majority of its sales occur during the holiday shopping period.Sandra is worried about the impact that the upcoming holiday surge in demand will have on herproduction line. Costs to subcontract assembly of the Game Girls are expected to increase, andshe has been trying to keep costs down, given that her bonus depends on the level of productioncosts.Bill is worried about competing toy stores gaining share in the handheld electronic game marketduring the Christmas buying season. He has seen many companies lose their share by failing tokeep prices in line with the performance of their products. He would like to maximize the GameGirl market share in the handheld electronic game market.Both Sandra’s and Bill’s teams produce a joint forecast of demand over the next six months, asshown in Table 9-7.We “R” Toys sells Game Girls for $50 apiece. At the end of June, the company has an inventoryof 50,000 Game Girls. Capacity of the production facility is set purely by the number of workersassembling the Game Girls. At the end of June, the company has a workforce of 300 employees,each of whom works 8 hours of regular time at $15/hour for 20 days each month. Work rulesrequire that no employee work more than 40 hours of overtime per month. The various costs areshown in Table 9-8.Sandra, concerned about controlling costs during the periods of surging demand over theholidays, proposes to Bill that the price be lowered by $5 for the month of September. Thiswould likely increase September’s demand by 50 percent due to new customers being attractedto Game Girl. In addition, 30 percent of each of the following two months of demand wouldoccur in September as forward buys. She believes strongly that this leveling of demand will helpthe company.Bill counters with the idea of offering the same promotion in November, during the heart of thebuying season. In this case, the promotion increases November’s demand by 50 percent, owingto new customers being attracted to Game Girl. Additionally, 30 percent of December’s demandwould occur in November as forward buying. Bill wants to increase revenue and sees no betterway to do this than to offer a promotion during the peak season.a. Which option delivers the maximum profit for the supply chain: Sandra’s plan, Bill’splan, or no promotion plan at all?b. How does the answer change if a discount of $10 must be given to reach the samelevel of impact that the $5 discount received?c. Suppose Sandra’s fears about increasing outsourcing costs come to fruition and thecost rises to $22/unit for subcontracting. Does this change the decision when thediscount is $5? need to be able to explain how i got the answer not necessary to show all work but this one is giving me fits.
- Assume the role of Marketing Manager. Select a product (good or service) that is sold in the United States and has sales opportunities in a foreign market. Apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your Final Paper: Describe the product you selected in terms of the four utilities of customer value. Identify the product’s target market at home and in your stated foreign market. Indicate the competition of the product category in both home and foreign markets. Explain how you would apply the segmentation, targeting, and positioning (STP) approach to market the product in the foreign market. Discuss the major environmental facts and trends in the foreign markets that might affect sales of the product. Explain how you would develop, execute and measure a campaign for this product considering the four p’s (product, price, promotion, and place). Discuss the U.S. and international ethical marketing considerations.
- Please clear you need 2 paragraphs for each for these questions? 1. With DHL promising increased competition in the US express package (integrated carrier) industry, various stakeholders would greet this prospect quite differently. In this discussion forum, address the following: Choose one of these stakeholder groups and explain from their perspective why you oppose or support the entry of DHL in the US domestic market: Federal, state and/or local government FedEx and UPS management and employees DHL management and employees Labor unions and package shippers Use the theories of various market structures to support your postings. 2. Describe at least one example of a firm that is using dynamic pricing to increase revenue. Be as specific as possible. 3. Supply chain-related electronic auctions have been increasing in sophistication and popularity over the years. Using the Internet, briefly describe at least one firm that offers electronic supply chain-related auctions and summarize the services they offer. Also, please share their Internet address with your classmates.
- Write at least two paragraphs for 1, 2 and 3 and use a reference. For number 4, simply construct a reply to the other students' post. 1. With DHL promising increased competition in the US express package (integrated carrier) industry, various stakeholders would greet this prospect quite differently. In this discussion forum, address the following: Choose one of these stakeholder groups and explain from their perspective why you oppose or support the entry of DHL in the US domestic market: Federal, state and/or local government FedEx and UPS management and employees DHL management and employees Labor unions and package shippers Use the theories of various market structures to support your postings. 2. Describe at least one example of a firm that is using dynamic pricing to increase revenue. Be as specific as possible. 3. Supply chain-related electronic auctions have been increasing in sophistication and popularity over the years. Using the Internet, briefly describe at least one firm that offers electronic supply chain-related auctions and summarize the services they offer. Also, please share their Internet address with your classmates. 4. REPLY TO: Based on your own experience or research, briefly describe at least one example of a public or private enterprise that has outsourced the management of one or more of its supply chain related activities. Include in your answer the name of the firm, the name of the third party, and a brief statement regarding the benefits claimed. In your opinion, what are the downside risks? An example from my experience where a public or private enterprise that has outscored the management of one or more of its supply chain related activities is the Department of Defense. In order to meet mission requirements the agency moves hundreds of thousands of service members annually. While the government maintains oversight of the program, it has outsourced transportation management to private industry. The government works with hundreds of transportation vendors to provide traffic services/management on a shipment by shipment basis. Industry then takes those shipments, combines them with several others, and delivers economy/competitive pricing. It would be too expensive for the government to maintain the fleet necessary to provide these services cost effectively. The benefits are that the government can work with private enterprise to achieve cost savings, while helping the economy through working with business. The downside risk of working with private enterprises is that the government is exposing itself to supply chain risk. These risks can be as simple as one vendor who has cash flow/debt issues, to port congestion problems delaying shipments from arriving on time. A good example of these risks was when the government changed the contractor for moving privately owned vehicles of service members. Many vehicles were lost and delayed sue to inexperience and poor time of contractor change (seasonal business) related to peak demand (link to article below). Chapter 15: Sourcing Decisions in a Supply Chain 1. After reviewing the last three lines of Table 15-4 in your text, as the buy-back price for each disc increases from $0 to $6 while the wholesale price is held constant at $7, what happens to profits for the music store (the retailer) and the supplier (the manufacturer)? What about overall supply chain profitability? What is the lesson to be learned from this exercise? The information presented in Table 15-4 assumes that there are no costs associated with returning the “buy-back” products to the supplier. As the transportation costs to return the goods being bought back increases, what happens to the profitability of the supply chain? Chapter 16: Pricing and Revenue Management in a Supply Chain 2. Right click and download the Pricing to Multiple Segments data to your hard drive. What happens to prices and profitability when the sensitivity for customers that are willing to wait (i.e., segment 2) increases from 40p1 to 80p1? What did you learn from this exercise? Note: Use the “Solver” capability under the ”Tools” menu (but you must set sensitivity in cell C6 to desired level before you run “Solver”). 3. Right click and download the Dynamic Pricing DataPreview the documentView in a new window to your hard drive. What happens to the quantity purchased and profitability if the price sensitivity increases to from 1.8p3 to 1.9p3 in the third period? What did you learn from this exercise? Note: Use the “Solver” capability under the ”Tools” menu (but you must set sensitivity in cell C8 to desired level before you run “Solver”).
- Article Review Order Description For this assignment, you will select a research study and write a review/critique. You should provide an overview of the research study, including how the research was conducted and a summary of the findings. Then, you should provide your thoughts on article. What were the strengths of the study? What were the limitations of the study? Attached, you will find a research study/article tracking sheet. You may find this helpful as a way to outline your ideas before writing your review/critique. Also, these are several article review/critique samples: https://www.westga.edu/~kielborn/studentexample.html https://www.sagepub.com/eic/14/Chapter14_Critique2.pdf Article 5 The Nuts and Dolts of Teacher Images in Children’s Picture Storybooks: A Content Analysis References Sandefur, S.J., Moore, L. (2004). The nuts and dolts of teacher images in children’s picture storybooks: A content analysis. Education, 125, 41-55. Sample/ Population 62 children’s books and 96 images of teachers (Titles provided) Purpose How are teachers portrayed in the narratives and images found in children’s storybooks? Hypothesis – a propensity of images painting teachers in an unflattering light may have broader consequences on cultural perceptions of teachers and schooling. Children’s storybooks are not benign. Procedure/ Methodology/Study Type Qualitative – Ethnographic content analysis Variables/Instrumentation/ Definitions Findings Research Parameters – Teacher representation based upon: appearance, language, subject, approach, and effectiveness. Absence of data also noted. Inter-rater used to validate findings. Ethnographic Content Analysis – requires a reflexive and highly interactive relationship between researcher and data with the objective of interpreting and verifying the communication of meaning (34). Apprenticeship-of Observation – images and stereotypes acquired from a person’s experience with literature and media (33). Inter-rater – Professional who works independently of other researchers to validate findings (35). • Teacher in children’s picture storybooks is overwhelmingly portrayed as a white, non-Hispanic woman. • The teacher who is sensitive, competent, and able to manage a classroom effectively is a minority. • The teacher is static, unchanging, and flat. • Teacher is polarized. • Teacher does not inspire the pursuit of critical inquiry (32 – 36). “If those images children and parents see of ‘teacher’ are generally negative, then they will create a ‘world view’ of ‘teacher’ based upon stereotype” (33). “Teachers cannot effectuate positive change in their profession unless and until they are aware of the internal and external influences that define and shape the educational institution” (37). Children’s book list is provided. Detailed report on findings with specific titles used as examples. Limitations Further Research Abstract and purpose was multifold and at times disjointed. Appeared to be strong predisposition toward finding negative stereotypes before research is completed. How are educators portrayed in more advanced literature or in other cultural media genres? Do teachers in other countries face the same stereotyping? What has been the progression over time of teacher images? Promising related references:
