Posted on

usiness-Level and Corporate-Level Strategies 

business

Business-Level and Corporate-Level Strategies 
Choose an industry you have not yet written about in this course, (except Tesla motors) and one publicly traded corporation within that industry. Research the company on its own Website, the public filings on the Securities and Exchange Commission EDGAR database (http://www.sec.gov/edgar.shtml), in the University’s online databases, and any other sources you can find. The annual report will often provide insights that can help address some of these questions.
Write a six-page paper in which you:
1. Analyze the business-level strategies for the corporation you chose to determine the business-level strategy you think is most important to the long-term success of the firm and whether or not you judge this to be a good choice. Justify your opinion.
2. Analyze the corporate-level strategies for the corporation you chose to determine the corporate-level strategy you think is most important to the long-term success of the firm and whether or not you judge this to be a good choice. Justify your opinion.
3. Analyze the competitive environment to determine the corporation’s most significant competitor.  Compare their strategies at each level and evaluate which company you think is most likely to be successful in the long term. Justify your choice.
4. Determine whether your choice from Question 3 would differ in slow-cycle and fast-cycle markets.
5. Use at least three (3) quality references. Note: Wikipedia and other Websites do not quality as academic resources.
6. APA format
Posted on

EEOC charges and position statements from US Equal Employment Opportunity Commission

  • Review information about responding to EEOC charges and position statements from US Equal Employment Opportunity Commission. Employers. Retrieved from http://www.eeoc.gov/employers/index.cfm

Based on your readings and additional research, develop a position statement, including the following:

Write a 2–3-page paper in Word format based on EEOC recommendations for your position statement. Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M2_A2.doc.
By the due date assigned, deliver your assignment to the Submissions Area.
Grading Criteria   Maximum Points    Explained company values and policy regarding race and gender discrimination.  36    Analyzed the EEOC claim and evaluated its merits.  28    Explained the company’s position on the EEOC claim.  24    Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources; displayed accurate spelling, grammar, and punctuation.  12    Total:  100

Attachments

Posted on

media trends

7
Social Networks, cont.
Strong mutual link between actors B & E
Weak unidirectional link from C to B
F is isolated
B, C, and E form a group
8

Social Networks, cont.
In social networks, some members are more connected & influential than others
Goal is to locate highly influential members, induce their trial of products; propel the diffusion process
Locating “central” members
Centrality indices are computed for each actor in the network to describe the position of that actor relative to the others
9
In social networking sites, as in any social circle, some members are more connected and influential than others. Marketers would like to leverage these interpersonal group dynamics, ideally locating the highly connected influential members, to induce their trial of products, in turn initiating and propelling the diffusion process.
To do so, network marketers study how actors are embedded in their network to locate those that are relatively central. Centrality indices are computed for each actor in the network to describe the position of that actor relative to the others.
9
Social Networks, cont.
Centrality: Number of connections each actor has with the others
Centrality index
Central = many links
Peripheral = fewer links
Cliques
Groups of people in a network
Common in brand communities, affinity groups, cell phone friends, etc.
10

The easiest and most common way to characterize centrality is to count the number of connections each actor has with the others in the network. An index of “degree centrality” is derived for each actor—those with many links are said to be relatively central, and those with fewer links are more peripheral.
Another idea related to network analyses are cliques. Cliques are groups of people in the network. Cliques are common in delineating brand communities and can be a nice way to find homogenous segments of like-minded people.
10
Social Media ROI, KPIs, and Web Analytics
Determine ROI
Must know the goal that the marketing action was intended to achieve.
Key performance indicators (KPIs)
Reach, frequency, monetary value of customers, customers’ behaviors, attitudes, memory, etc.
11
As with traditional media, we can begin to answer ROI questions only if we know the goal that the marketing action was intended to achieve. Once we know the goals, selecting the media and measures is rather straightforward.
When estimating ROI, the primary expenditures might not be media buys or explicit budgetary contributions, so much as salary equivalents of people’s time allocations.
Key performance indicators, or KPIs, for social media are analogous to traditional measures for advertising effectiveness. Specifically, marketers are always interested in quantifying reach, frequency, monetary value of customers, customers’ behaviors, attitudes, memory, including both recall and recognition, and so on. In social media, measures for these marketing goals simply take on slightly different forms.
11
Social Media ROI, KPIs, and Web Analytics, cont.
Pre-Purchase: Awareness
Reach can be achieved via
Traditional media
Online
Media that optimize reach
Reward current customers
12
In the pre-purchase phase, marketers want customers to be aware of their brand, and consider their brand for purchase. Reach is the measure of the size of the audience that has been exposed to some brand information and who might therefore have some familiarity with the brand. Reach can be achieved via traditional media and measured via online capture, such as in a magazine ad that tempts the reader to learn more by going online and landing at a particular page associated with the magazine source. Reach can also be achieved wholly online, as a function of ads on popular sites, purchased status on search engines, even via click-thrus on annoying banner ads.
If marketers wish to enhance awareness, they seek media that optimize reach.
If there is an existing customer base, marketers can reward current customers with incentives to generate word of mouth. Word of mouth in customer networks is very rewarding to firms because they usually bring in new customers.
12
Social Media ROI, KPIs, and Web Analytics, cont.
Pre-purchase: Brand Consideration
Offer more information to build knowledge & persuade
Use media that give more content
Search Engine Optimization (SEO)
Prime Web Analytics
Frequencies, rates, or durations
13
Next, marketers want to offer more information to build customers’ knowledge of the brand, and more persuasion to make their opinions as favorable as possible. To do so, marketers need to use media that convey more content. They pay for search engine ad placement, post some information teasers in related brand communities, and provide podcasts containing product information and customer testimonials.
Many of the measures in this phase fall under the broad category of search engine optimization , or S.E.O. When customers have a preferred brand, they can go directly to purchase sites. However, when they do not, they will conduct a search. The search keywords depend on where customers are along the knowledge continuum.
At the stage of brand consideration, several measures are prime web analytics—they are frequencies, rates, or durations. Frequencies include the sheer number of visits and estimates of the number of unique visitors; that is, the second number is an attempt to remove the duplications from the first number. Durations are usually measures of times spent per page, and overall time spent on the site.
Rates include bounce rates—these are the percent of sessions for which a visitor lands on the website and needs only one page viewing to decide and click off the website altogether. Rates also include conversion rates—capturing when a visitor transitions from a looker to a doer.
13
Social Media ROI, KPIs, and Web Analytics, cont.
Purchase or Behavioral Engagement
Induce any action that engages the prospective customer
Instead of “Contact Us” marketers prefer forms that capture specific information
KPIs
Number of posts, audience build
Conversion rates
Compare desired outcomes to number of visits
14
Ideally, customers are moving toward purchasing. However, there are a number of steps that serve as precursors that nevertheless are hopeful signals toward ultimate purchase. Thus marketers speak of inducing any kind of action that begins to engage the prospective customer. Web analytics experts disdain the “Contact Us” buttons, instead recommending that a web visitor has to fill out a form, so the company can capture at least basic information on this customer and sales opportunity. In return, companies can provide exclusivity to web visitors. Brand fans may be asked to post opinions and reviews. Sales promos may be made available from site visits or Tweeted out to followers. Customer service can unfold in real time.
KPIs are pretty clean when measuring behaviors. Thus metrics include numbers of posts regarding the brand on blogs or social networks, audience build as measured by incoming links and the speed of that growth. Conversion rates are straightforward to compute. They consist of frequencies of web visitors to engage in the focal behavior, such as purchasing or signing up for email, relative to the number of visitors who come to the website. That is, the rates compare the desired outcomes to the number of visits or to the number of unique visitors.
Costs of the actions depend on the marketing goals: estimates of acquisition costs, payment for placement in search engines or banner ads, sending emails from a rented address database, etc. On the KPIs side, the effectiveness of those actions can be assessed by these frequencies, rates, and durations. Web analysts track the number of visitors coming via different routes, and they follow the customers’ traversal to the particular engagement behavior of interest.
14
Social Media ROI, KPIs, and Web Analytics, cont.
Post-Purchase
Satisfied customers
Customers may post positive reviews, give endorsements, etc.
Dissatisfied customers
Company can read complaints, address issues, give incentives, etc.
15
The wise companies care about their customers long after the purchase. If customers are satisfied, they may post positive reviews. If they are ecstatic, they may post extremely happy endorsements. The company may wish to reward these brand evangelists.
If the customers are unhappy, the company can at least read the nature of the complaint and work to address it. Companies can intervene to try for service recovery, bringing the customer back on board. Even grumbling customers respond to incentives—company apologies, problem solutions, and restorative benefits can help in retention, preventing customer defections, and turning a bad situation around.
It is not unusual for blogs, wikis, or lead user communities to be essential during product development, generating enthusiasm in the marketplace prior to launch.
15
Check Your Understanding
16
Summary
Social media defined
Media trends
Types of social media
Social networks
Social media ROI, KPIs, and web analytics
We have reached the end of this lesson. Let’s take a look at what we’ve covered.
 
First, we defined what is meant by social media which defined as people interacting and connecting with others via online software or alternative electronic access technologies, such as smartphones or tablet computers.
Next, we discussed the media trends.
 
Then, we reviewed the types of social media, include rich, vivid sensory experiences, simple, industrious, and social.
 
Then, we defined social networks as the set of actors, or nodes, and the relational ties that link them.
 
Last, we discussed various methods that marketers use to measure social media, ROI, KPIs, and Web Analytics.
This completes this lesson.
17
Posted on

Network analysis

Modern Management

Marketing Management MKT500
Social Media
Welcome to Marketing Management. In this lesson we will discuss social media.
1
Learning Outcomes
Upon completion of this lesson, you will be able to:
Understand social media.
Understand social networks.
Understand the return on investment, key performance indicators, and web analytics associated with social media.
Upon completion of this lesson, you will be able to:
Understand social media;
Understand social networks, and
Understand the return on investment, key performance indicators, and web analytics associated with social media.
To meet this overall objectives we will cover the following supporting topics:
Social media defined;
Media trends;
Types of social media,
Social Networks and;
Social Media, ROI, KPIs, and Web Analytics.
2
Social Media
Social media
People interacting and connecting with others via online software or alternative electronic access technologies
With social media, customers now have dialogue with brands
Customers post endorsements and vent
Traditionally, customers were recipients
3
Generally speaking, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Media are part of the “social media” story. Social media can be defined as people interacting and connecting with others via online software or alternative electronic access technologies, such as smartphones or tablet computers.
The other part of the social media story is its social or human element. Belonging to different communities and interacting with different people in our social roles is part of our self-identity.
The most fundamental means of interaction is a dialogue. In social media, customers have become participants in a dialogue with marketers or brands. Traditionally customers had been mere recipients of “one-way” messages that had been shot out by marketers, but now they have means of talking back. Customers post positive endorsements about brands, and they also use the web to vent.
Mobile marketing is growing because our cell phones are particularly convenient: they contain our identities and those of the people we talk to frequently. They are our portals to email and Facebook, a primary means of sharing information and entertainment to many individuals today.
3
Media Trends
Media trends
Social media & mobile marketing are growing
Newspaper & magazines are declining
The number of radio stations is growing, but listeners listen less
The number of TV channels is growing, audience is fragmented
Facilitates targeting
4
At the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes:
Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well.
The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous.
4
Media Trends, cont.
Social media facilitates word of mouth
Word of mouth is powerful; more credible
“Viral”; “buzz”
Word of mouth works well with
Exciting products
Clever ad campaigns
Humor, free give-aways, social causes
5
A particularly important phenomenon for business is that social media facilitates word of mouth, or W.O.M. Consumers tend to view ads with some skepticism, knowing that the point of the message is persuasion. By comparison, if a customer hears the endorsement of a brand from a friend, that message is seen as more objective because the friend presumably has nothing to gain from making any claims. When a message has been repeated or shared across a wide audience online, the term “viral” is generally applied to it. These widely shared messages can also generate a lot of “buzz” around a given product or service.
 
Word of mouth works on inherently exciting products, where the notion of buzz makes sense. Yet creative brand managers have launched clever ad campaigns that get talked about even for pretty mundane products too, the key being that the product and the message are meaningful to the customer. Brand managers can achieve this through the use of humor, free give-aways, or associating the product or service with a social cause.
5
Types of Social Media
Some social media
Offer very rich, vivid sensory experiences: e.g., Virtual worlds, video games, etc.
Are simple: e.g., Blogs, forums, etc.
Are primarily social: e.g., Facebook, etc.
Are industrious: e.g., LinkedIn, etc.
Vary in commerciality: e.g., social content & ads for revenue
6
Looking at the types of Social Media, we discover that social media have the following properties:
Some social media offer very rich, vivid, sensory experiences with their dynamic sights and sounds that compel the user to interact and engage, such as video games or virtual worlds. By comparison, other social media seem relatively simple, such as blogs or forums.
Some social media are primarily social in nature, such as social network sites, which serve as places to asynchronously hang out with friends. Other media have more industrious goals. For example, many people seek jobs via professional sites, such as LinkedIn.
Lastly, social media vary with regard to whether the interactions are pointedly commercial or not. For instance, many social networking sites use social content and ads to generate revenue.
6
Social Networks
Sociogram: networks in graphical form
The set of actors and relational ties
Actors may be customers, firms, brands, etc.
Ties can be symmetric
e.g., Joe and Sally are co-workers
Ties can be directional
e.g., Joe likes Sally
Ties vary in strength
Network analysis requires tabular representation (sociomatrix)
7
A social network is defined as the set of actors, or nodes, and the relational ties that link them. Actors may be customers, firms, brands, concepts, countries, etc. The connections between the actors are relational ties, or links. Ties can be symmetric, as in Joe and Sally are co-workers, or directional, as in Joe likes Sally. Ties can also be binary or vary in strength.
Networks are often depicted in a graphical form, called a sociogram, but their analysis requires tabular representation, called a sociomatrix.
 
Posted on

social media campaign-marketing strategies

Remarks:  Please ensure you cite your references using the APA format.

Posted on

Integrated Marketing Communications

Develop a brief Integrated Marketing Communications (IMC) for the company or product you are working on in your assignments.
First, tell us about your company or product. What is your unique selling proposition?
How do you distinguish your product or company from your competitors?
Now, think about how to communicate this information using the AIDA principle (Attention, Interest, Desire, Action). Describe your ad and promotion.
How would you vary your ad for different media platforms?
How would you vary the schedule to air it for maximum coverage with minimal expense?
Remarks:  See (2) attachment for additional information and references must be cited.
Attachment 1 – Provide your response in this format using the acronym AIDA.
Attachment 2 – My marketing plan for my company “Slice” for additional information.

Posted on

Management and Information Technology

I am doing a course on Management and Information Technology. In the course each member should choose a company i am visioning in the near future and apply the Management concepts to my company.
 
My company name is “A Wedding Story” a service or event based industry.
The company will plan and arrange the wedding related activities.
The purpose of this assignment is we need to create a 20 slides POWER POINT by reading the chapters 7 to Chapters 13
in the book
Charles W. L. Hill and Gareth R. Jones. Strategic Management: An Integrated Approach, Theory and Cases( 2015) 12th edition
and apply the concepts of  Strategic Management and The Fifth Discipline  to the my company “A Wedding Story”.
The power point should answer below points on your company using the concepts you have read in the above mentioned book.

  1.  How technology is used in relations to strategic planning
  2. How strategic planning addresses the changes and challenges of the global market
  3. How strategic planning addresses the questions of horizontal, vertical integration and outsourcing
  4. How diversification as part of strategic planning is addressed
  5. How corporate governance, performance and ethics are addressed in the company
  6. How the company compete in a single industry or across different industries
  7. How the concepts of the Fifth Discipline applies to the company

Note: Proper references from the text book from chapters 7 to chapters 13 should be given and the power point should be very informative

Posted on

specific qualitative methods and tools

Using the CSU Online Library and other disciplinary resources, research how qualitative research is used in your field. Using this information, write an essay that describes how qualitative research tools can be used to aid in decision making within your field. Be sure your essay addresses the following questions/topics:
1. Describe specific qualitative methods and tools that could be used within your discipline to gather data. Include your rationale. 
2. Evaluate their effectiveness with respect to certain areas within your discipline.
3. Include company or organizational examples within your essay, as relevant.
4. In your opinion, what is the future of qualitative research both within your discipline and in general?
Your APA-formatted response must be a minimum of three pages (not including the title page and the reference page) and must include an introduction, a thesis statement (concise summary of the main point of the paper), and a clear discussion of the questions/topics above. Your response must include a minimum of two credible references.

Posted on

Proposal – Charlotte Bridge Home

 Develop a proposal for your identified organization based on your previous assignments. There are several sections in most proposals. While they may be different, they have very similar content, generally in a similar order. Use the template provided. Provide information in each of the categories, even if you don’t have much information in some of them. Be sure to cite data and information sources. Use the Needs Statement, and the budget information you started on in 6.1. 
organization :Charlotte Bridge Home
Please look at the feedback offered by the instructor about the PowerPoint presentation assignment from last week. Make the necessary changes and use that information to  complete this week’s assignment 
 Instructor’s Feedback
Pauline,
We talked about this during supervision. You first talk about adding technology then your proposal states you want to add mental health services.
Did you talk to anyone at Charlotte Bridge? How do veterans receive mental health referrals now?How does Charlotte Bridge Home provide assistance? You need to introduce Charlotte Bridge and tell about their services. You also will need to talk about what exactly you propose to do. How much money will it take to budget? What exactly will be the proposal?

Posted on

buciness analysis

Assignment/Case Study Grading Guide:
buciness analysis
Total available points is 50
*IMPORTANT NOTE: any sources cited in assignments must be reputable websites (.org, .gov, etc) or available in full article/pdf on Google Scholar or WKU libraries. No blogs or random internet resources will be allowed and paper will be rejected.
10 points: follows APA formatting to include items such as Running Header, page numbers, Title page, Abstract page, Times New Roman 12 point font, double spacing and References page with references and in text citing of sources in proper APA format.
10 points: document has minimal grammar and spelling mistakes. All assignments are expected to be presented in a well presented and scholarly manner, attached Word document.
30 points: paper follows general guidelines and expectations. Student thoroughly and adequately addresses topics and questions in a scholarly manner, utilizing cited sources in a manner that further enhances the product submitted.
*Note: late submissions not accepted. Grade of zero (0) is given but assignment can be submitted as one allowed makeup/redo submission for this course.