Featured Questions

Advertisements

“Marketing tradition

Review this week’s required reading: “Marketing tradition-bound products through story-telling: a case of a Japanese sake brewery”.

As you read the article consider the different marketing communication components employed by the sake brewery and how they are integrated.

Write a three (3) page paper

* Explain the positioning approach used by Benihana.

Identify the core target audience for Benihana.

*

Using information from the case history on identifying a story, what story could Benihana use to explain its concept? Describe the story.

*

Compare and contrast the story-telling approach used by the sake industry in Japan to how alcohol tends to be promoted in the United States.

Alcohol sales are an important component of the profitability of a restaurant. Discuss how the Japanese sake industry could integrate its story-telling approach to increase its sake sales in the environment of a restaurant chain such as Benihana.

Include and cite at least four sources

Advertisements

Healthcare Marketing Paper

Instructions:

In this unit, you will explore the advantages and disadvantages of marketing tools used in healthcare. By the end of the unit, you will be able to make recommendations on what marketing tools would be most useful and effective given various elemental factors and internal influences.

To begin, select one (1) of the following healthcare systems that you would like to explore for this unit:

  • Acute care
  • Ambulatory care
  • Home health care
  • Hospice care
  • Long-term care
  • Memory care
  • Pediatric care
  • Primary care
  • Short-term care (e.g., post-surgery therapy)
  • Surgical care

Next, select an environment/location:

  • Savannah, Georgia
  • Fort Worth, Texas
  • Finally, select three (3) marketing tools:
  • Email
  • Newspaper
  • Memorandum
  • Radio advertisement
  • Television
  • Telephone
  • Social media
  • Internet
  • Person-to-person
  • Billboard
  • Referral

Instructions

  • Provide a general overview of your select healthcare system.
  • Discuss the demographics of your select location.
  • Discuss the advantages of using each marketing tool at your healthcare system and location.
  • Discuss the disadvantages of using each marketing tool at your healthcare system and location.
  • Summarize which marketing tool you would recommend that would yield the highest marketing potential of your select healthcare system and location.
    • Be sure to support your assertions with evidence-based research, scholarly articles, and well-supported strategies that support your predictions.
      • 3-4 page paper excluding front and back matter (APA standards apply ).

discussion posts

Details: 2 to 3 pages   APA FORMAT/-20% OV SCORE/
You enter your project team meeting with Mike and Tiffany to hear them discussing the tools that they found to conduct an analysis of the industry and competitors. “Mike, there are so many more tools than I even realized to give us some good data,” Tiffany states.

“I know,” Mike says. “That’s why I wanted to take some time to look at our options and figure out what information we really need to support the board’s decision.”

Mike and Tiffany both found some great tools from their research on the subject. Complete the following:

  • Based on your classmates’ discussion posts for Week 2, do you still believe the tools that you selected will work best for a global strategy? Why or why not?
  • What evidence do you have to support your decision?
  • How would you refute the people who chose an additional tool rather than one of the tools that you selected?
  • Based on the tools that you selected, provide a brief analysis of your market, using those tools.

John Smith’s Business profile

Read the scenario regarding John Smith’s Business profile.  Click here.

Discuss Smith’s current business profile with respect to product versus process design.  Expand the discussion on process design based on the operations management model within your textbook.  Focus on the extended processes including our suppliers, our suppliers’ suppliers, our internal processes, our distributors, logistical functions, and our customers.

If you use sources to support your discussion, please cite your sources.

In your own words, please post a response to the Discussion Board and comment on other postings. You will be graded on the quality of your postings.

Post your comments to at least two other postings. Each comment must be at least 150 words in length. Use the 2×2 matrix to comment (i.e., two things you liked about the posting, and two things the student could have included to improve the posting including errors or excluding erroneous information).

For assistance with your assignment, please use your text, Web resources, and all course materials.

SCENARIO:

Five years ago, John L. Smith decided he wanted to start his own technology service business. He rented some office space, purchased some computer and network equipment, and installed a telecommunications circuit to the Internet. Almost immediately, he started to acquire customers who wanted him to host their business applications and for him to be responsible for the operational availability of the applications. In other words, John would provide the space, servers and local area network equipment, connectivity to the Internet, and an around-the-clock operational support staff. His customers would provide the business application software, and they would manage it remotely.

During the first 5 years, John’s business grew substantially. He had to relocate his offices three times, add computer and network equipment, increase the bandwidth and connectivity to the Internet, and hire numerous administrative and technical support staff.

As John needed to add computer hardware, he would negotiate with local retail stores and purchase the lowest cost equipment. If he needed additional communication services, he would go to the local telephone company to add the bandwidth and connectivity he believed he needed.

Starting his sixth year in business, John has over 30 major long-term contracts, a 20,000 square foot data center, over 400 servers; and 100 full-time employees. Additionally, he hosts 50 major business applications for his customers.

The organization configuration is fairly simple. John has set up an extremely flat organization in which the majority (approximately 80%) of the staff are technical or operations support (network, server, applications, operating systems, and database). Additionally, there is one contract, five helpdesk, one project manager, and five administrative support staff. John does all of the marketing and sales and personally negotiates each contract.

The cost structure is set up as follows:

  • Floor space (includes utilities, rent, water, and so forth): $100/square foot (John pays $25/square foot)
  • Hardware (servers): Actual cost of each server as well as the number of servers required (customers reimburse John for parts)
  • Labor: $25/hour as required for break/fix, updates, and so forth
  • Internet connectivity: Cost per month spread across all contracts

Each month, hours are tabulated and additional costs are billed to each customer.

Over the past several years, John has been one of the few providers in this hosting business; however, competition is now starting to challenge his company from a cost, efficiency, quality, and the kinds of services provided. Additionally, existing customers are starting to complain about slow response times, degradation of services, poor quality, lack of communication, and rising costs. In the past, when a customer made a request, the organization has accommodated for that request. As of recently, John is taking responsibility for nearly half of the customer applications to include updates and changes.

A number of the customers have told John that they will have to reduce their effort with him if the service-related issues are not corrected. A couple of them have sent correspondence to John stating the following:

  • Response times: When they provide updates and changes, the support staff is taking longer and longer to implement the changes.
  • Service degradation: The availability of the hardware platforms is trending downward. Where the platforms were available around the clock, they are now suffering from some frequent and long outage periods.
  • Quality: When updates and changes are implemented, they are often not installed correctly and have to be reinstalled.
  • Communication: Whether changes to the platforms or coordinating outages, the support team does not notify the customers and the issues are beginning to impact their revenue stream.
  • Costs: In the past, when additional equipment was needed, John purchased, installed it, and billed it back to the customer each month. Also, the cost of support over the past few years has been steadily increasing.

John is now beginning to wonder whether he should outsource or even offshore some of the functions and services he is offering to an organization that specializes more in a specific area. He has contacted a number of outsourcing organizations as well as an organization in India that might be able to run his service center help desk. The cost seems to be less expensive than what he is able to provide to his customers. Also, he thought it might be a good idea because he is starting to expand his company to global customers. He now has two smaller contracts with European customers, and this appears to be an area that is going to grow.

Your task starts with assisting Smith with an assessment of his current business situation. Then, you will assist him in developing an operations strategy that can be used to improve his operational performance and business profile. The overall goal of assisting Smith is to help him assess and determine how each of these areas impacts his business and recommend some solutions so he can optimize his operations and competitive profile.

Operations Strategy Framework

Deliverable Length:  10–15 slides with speaker notes, 500–1,250 words with recommendations

https://class.ctuonline.edu/_layouts/MUSEViewer/MUSE.aspx?mid=11763021

Read the scenario regarding John Smith’s Business profile.  Click here

Prepare a presentation that outlines Smith’s current state and recommendations for key performance indicators (KPI’s) or metrics for Smith to measure.

In the presentation, include the following:

  • Address the purpose and benefit that metrics provide for management and how the business can use metrics to drive improvements.
  • Provide recommendations for metrics specific to Smith’s business in at least five of the following categories:  customer service, quality, delivery / on-time delivery, cost, responsiveness, communication, project delivery, technology, employee productivity, capacity, etc.  Include examples of charts / graphs or the manner in which the metric would be communicated to management and the frequency of reporting.  This can include balanced scorecard, management memo’s, daily pulse reporting, monthly operations reporting or any other means which will provide the information in a timely and relevant manner to management.
  • Discuss how Smith would track and report on the data needed for each metric as well as the limitations within the current process or assumptions built into the measurement.
  • Explain the importance of metrics on customer relationships and satisfaction.

Please submit your assignment.

Scenario:

Five years ago, John L. Smith decided he wanted to start his own technology service business. He rented some office space, purchased some computer and network equipment, and installed a telecommunications circuit to the Internet. Almost immediately, he started to acquire customers who wanted him to host their business applications and for him to be responsible for the operational availability of the applications. In other words, John would provide the space, servers and local area network equipment, connectivity to the Internet, and an around-the-clock operational support staff. His customers would provide the business application software, and they would manage it remotely.

During the first 5 years, John’s business grew substantially. He had to relocate his offices three times, add computer and network equipment, increase the bandwidth and connectivity to the Internet, and hire numerous administrative and technical support staff.

As John needed to add computer hardware, he would negotiate with local retail stores and purchase the lowest cost equipment. If he needed additional communication services, he would go to the local telephone company to add the bandwidth and connectivity he believed he needed.

Starting his sixth year in business, John has over 30 major long-term contracts, a 20,000 square foot data center, over 400 servers; and 100 full-time employees. Additionally, he hosts 50 major business applications for his customers.

The organization configuration is fairly simple. John has set up an extremely flat organization in which the majority (approximately 80%) of the staff are technical or operations support (network, server, applications, operating systems, and database). Additionally, there is one contract, five helpdesk, one project manager, and five administrative support staff. John does all of the marketing and sales and personally negotiates each contract.

The cost structure is set up as follows:

  • Floor space (includes utilities, rent, water, and so forth): $100/square foot (John pays $25/square foot)
  • Hardware (servers): Actual cost of each server as well as the number of servers required (customers reimburse John for parts)
  • Labor: $25/hour as required for break/fix, updates, and so forth
  • Internet connectivity: Cost per month spread across all contracts

Each month, hours are tabulated and additional costs are billed to each customer.

Over the past several years, John has been one of the few providers in this hosting business; however, competition is now starting to challenge his company from a cost, efficiency, quality, and the kinds of services provided. Additionally, existing customers are starting to complain about slow response times, degradation of services, poor quality, lack of communication, and rising costs. In the past, when a customer made a request, the organization has accommodated for that request. As of recently, John is taking responsibility for nearly half of the customer applications to include updates and changes.

A number of the customers have told John that they will have to reduce their effort with him if the service-related issues are not corrected. A couple of them have sent correspondence to John stating the following:

  • Response times: When they provide updates and changes, the support staff is taking longer and longer to implement the changes.
  • Service degradation: The availability of the hardware platforms is trending downward. Where the platforms were available around the clock, they are now suffering from some frequent and long outage periods.
  • Quality: When updates and changes are implemented, they are often not installed correctly and have to be reinstalled.
  • Communication: Whether changes to the platforms or coordinating outages, the support team does not notify the customers and the issues are beginning to impact their revenue stream.
  • Costs: In the past, when additional equipment was needed, John purchased, installed it, and billed it back to the customer each month. Also, the cost of support over the past few years has been steadily increasing.

John is now beginning to wonder whether he should outsource or even offshore some of the functions and services he is offering to an organization that specializes more in a specific area. He has contacted a number of outsourcing organizations as well as an organization in India that might be able to run his service center help desk. The cost seems to be less expensive than what he is able to provide to his customers. Also, he thought it might be a good idea because he is starting to expand his company to global customers. He now has two smaller contracts with European customers, and this appears to be an area that is going to grow.

Your task starts with assisting Smith with an assessment of his current business situation. Then, you will assist him in developing an operations strategy that can be used to improve his operational performance and business profile. The overall goal of assisting Smith is to help him assess and determine how each of these areas impacts his business and recommend some solutions so he can optimize his operations and competitive profile.

Topic: Identifying Needs Through Marketing Research

 

Respond to your Discussion topic after you have completed your Reading and Learning Activity.

One of the most difficult parts of doing marketing research is creating good questionnaires or surveys. Review the information on questionnaire design. There are many free online survey software and questionnaire tools that are very easy to use. The most popular tool is SurveyMonkey®.

Steps:

(1) Using this free survey tool above, create a market research survey for Tony’s Pizza. Tony would like to serve his customers better. He would like to get a better idea of who his customers are, what they like or do not like about Tony’s Pizzeria.

(2) Keep the survey short, no more than ten questions.

(3) Respond in the Discussion concerning your experience using these tools. Paste the link to your survey in your Discussion response.

Unit 2 Marketing Assignment

This week you will complete steps 4 –6 and submit Steps 1–6 as one document now in Unit 2.

This Assignment assesses the following learning outcome:

MT219-1: Summarize the basic components of a marketing strategy.

Read the scenario and respond to the checklist items based on the Reading and Learning Activities.

Scenario: Lee is the owner of Lee’s (business type selected by your instructor), which is located in the city closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for her business.

Checklist: Summarize a marketing strategy for Lee’s addressing each step.

  • You can view Steps 1–3 you completed in Unit 1 concerning the mission, situation analysis, and marketing objectives.
  • This week you will complete steps 4–6 below to submit your final Assignment in Unit 2.

Step 4: Marketing Strategy

  • Describe your target market strategy for Lee’s business. Paint a clear picture on who Lee will be targeting for her product.
  • Identify four (4) strategies for growth for Lee’s business using market penetration, market development, product development, and diversification.
  • Briefly describe your marketing mix strategy.

Step 5: Implementation

  • Using the concepts from the text, explain how you will turn your plan into a reality.

Step 6: Evaluation

  • Using the concepts from the text, describe how will you evaluate and control your marketing strategy.

Access the rubric.

Respond in a minimum 4-pages: two pages (500 words) for Part 1 and two pages for Part 2 (500 words) in a Word document with additional title and reference page using the current APA format and citation style.

Submit the Assignment to the Dropbox.