Tuesday, May 19, 2020
Starbucks Brand Positioning Free Essay Example, 2000 words
Along with this, the strategy of repositioning the brand is also evaluated along with existing marketing issues and challenges faced by the company and the services marketing mix of the company. The report also suggests the possible adaption or changes in the service marketing mix which should be incorporated into the company in order to reposition the brand in effective and efficient manner. Branding facilitates the organizations in the process of attracting and retaining more customers and hence making more revenues and sales. In this new era of globalization and technological advancement, it is important for every organization to work on building relationships with the customers and for this there is the need for brand management and brand strategies. As a result, it has become important for the organizations to include brand management and relationship marketing in the overall integrated marketing communication strategy (Lovelock Wirtz, 2011). It is not easy for any company to build big brand names and brand images. This requires proper and well-thought brand strategies and positioning, same is the case with the Starbucks. The founders and management of the company have been focusing on promoting the Starbucks. We will write a custom essay sample on Starbucks: Brand Positioning or any topic specifically for you Only $17.96 $11.86/page
Wednesday, May 6, 2020
Environmental And Social Influences Of A Person s...
Environmental and Social Influences Studies have shown the impact a personââ¬â¢s environment can have on their upbringing, their attitude, their personality, and how they adapt or handle tough situations. No truer words are apparent with adolescents and how their environments can lead to substance abuse. For many adolescents, risk factors, such as family problems and community violence frequently lead to substance abuse (McWhirter et al., 2013). Society is very good at encouraging people just to do about anything. Though they may not go right out and say, ââ¬Å"Go do this, or do thatâ⬠, they sugarcoat it through subliminal messages, also known as commercials, television programs, movies, and advertisements. During a stage where adolescents are vulnerable and easily influenced, it is not too farfetched to think they will practice what they see. Companies that advertise alcoholic products make them seem glamorous and make the experience seem exciting. It is simpler to say that each person makes their own decisi ons, which affirms the first amendment of ââ¬Å"freedom of choiceâ⬠; however, it is necessary to recognize that at some point it becomes difficult to avoid all these possible addictions when they are plastered at every corner. Violence in the household or in the community are common predictors for substance and alcohol users. Recent research studies have shown that, ââ¬Å"â⬠¦heavy episodic drinking and marijuana use were risk factors for the perpetration of dating violence; â⬠¦ alcohol use wasShow MoreRelatedUnderstanding Personality1579 Words à |à 7 Pagessituation and interactional theories in particular. Every individual has a unique personality, which is known as their psychological makeup. This is known as the relatively stable, psychological structures that shape a personââ¬â¢s actions in a specific environment. (Gill, 1986) This essay will look at the established theoretical psychological understand of personalities. Where did sports psychology begin? Sport psychology began in the 1890s thanks to the psychologist Norman Triplett, who was a keen cyclistRead MoreIndividual Diffferences - How environmental factors affect Personality Intelligence1525 Words à |à 7 Pagesevaluate the ways in which environmental factors can impact on the development of an individualââ¬â¢s personality and intelligence. The discussion in this essay entails the extent to which environmental factors impact an individualââ¬â¢s development of personality and intelligence. Development can be defined as ââ¬Ëimprovement in functionââ¬â¢ which would imply that it occurs with the progression of age. Personality has been found to have a substantial genetic influence however economic and social factors have been foundRead MoreCompare And Contrast When I Heard At The Close Of The Day By Walt Whitman1002 Words à |à 5 PagesHappiness is sought by many, but what one person defines as happy may differ from what another person defines as happy, and people find this feeling in many different places and ways. In his poems ââ¬Å"When I Heard at the Close of the Dayâ⬠and ââ¬Å"The Sleepersâ⬠, Walt Whitman relates oneââ¬â¢s happiness and general well-being to oneââ¬â¢s environmental and societal circumstances using literary devices, demonstrating how peopleââ¬â¢s surroundings can positiv ely or negatively influence their mood. In both ââ¬Å" When I Heard atRead MoreEnvironmental Psychology1009 Words à |à 5 PagesEnvironmental Psychology Paper Robyn A. Cole August 13, 2012 PSY 460 Edward A. Muhammad, M.S. Environmental Psychology For more than the past ten years, the field of psychology has covered drawn out analysis and delved into the correlation among human beings and the environment. Clayton and Myers state that, ââ¬Å"Recent quantitative assessments of the human impact on nature give a sobering picture: the Millennium Ecosystem Assessment found that about 60% of the earthââ¬â¢s ecosystem Read MoreLiving A Sustainable And Eco Friendly Lifestyle1169 Words à |à 5 Pagesimpact that these events have on the planet is changing the way humans interact with the environment. Music festivals produce large amounts of waste and have a direct effect on the carbon emissions into the atmosphere. The articles that will be explored were published between the years of 2009 to 2013 by credible sources. The authors all work and have studied in the area of event planning, hospitality, and environmental science. The articles presented in this paper are as followed: ââ¬Å"How Green was my Festival:Read MoreThe Theory Of Human Development1060 Words à |à 5 Pagesforces, memories, and conflicts that are usually unconsciousnessâ⬠().Following, the behavior perspective emphasizing on the observable behaviors and ââ¬Å"outside stimuli from the environmentâ⬠. () This approach believed that the à ¢â¬Å"full understanding of development is by carefully studying the stimuli that composed the environmentâ⬠. (pg15). ______The cognitive approach examines the root of understanding and it ââ¬Å"focuses on the process that allow people to know, understand, and think about the world. (p17)â⬠Read MoreThe Major Components, Strengths, and Limitations of Urie Bronfenbrennerââ¬â¢s Ecological Systems Model623 Words à |à 3 PagesSystems model in the 1970ââ¬â¢s. Bronfenbrenner argued that to understand human development, the environment in which the person belongs must be understood (Bronfenbrenner, U.1979). The Ecological Systems model concentrically depicts how a personââ¬â¢s development is influenced by their wider environment. In the original model there were four ecological levels in the system, however in 1979 Bronfenbrenner added an additional fifth level (Bronfenbrenner, U. 1994). With the developing person in the centre, the fiveRead Morepsych 6451544 Words à |à 7 Pagesindividuals. One s personality can help guide an individual throughout one s life, in addition to having powe r over the situation or task. Many, if not all of these factors of personality, traits, and genetics, make up who an individual is. One s may believe an individual s personality, differences, and individualities is the core of who an individual truly is. Genetics and Research Genetics illustrate the variations within one s personality and measures are accounted by an individual s geneticRead MoreA Research Study On Social Exchange Theory1439 Words à |à 6 Pagesgroup members. Group members Marlene, Nalayini, Amir, and Citiara has selected topics from week 7 9 and have individual views on their topic. The following topics and argument was presented by each group members. Marlene: Social Exchange Theory Argument: Each person in a group perception is different and what we put in a group or relationship is what we get out of it. However all relationship have give and take and how we feel about the group and the role we play does not often seem fair toRead MoreGreen Marketing in China1731 Words à |à 7 Pagesdefinition to the green marketing. But about its essence, green marketing is a social responsible marketing activity. Compared with the traditional marketing, it has the following two characteristics: (1) Green marketing is the higher phase of marketing and the inevitable development tendency. It takes the sustainable development as the core, emphasizes the environmental protection, pursues economic efficiency, the social efficiency and the ecology benefit;(2) It will take a long time to carry out
Empirical Study In Malaysian Hotel Industry ââ¬Myassignmenthelp.Com
Question: Discuss About The Empirical Study In Malaysian Hotel Industry? Answer: Introducation McDonalds was found in 1940 by Richard and Maurice McDonald in California. It is an American fast food retail chain restaurant. Today, this retail fast food restaurant is being introduced in almost big and emerging parts of the globe. Approximately 69 million customers are being served with adequate qualitative food items in more than 100 countries. They are famous for producing varieties of hamburgers i.e. vegetarian and non-vegetarian burgers are also being served to the consumers on their choice. Apart from the hamburgers, they also serves wraps, French fries made of potato, coffee, shakes, soft-drinks, etc. (Aaker, 2010). Now the company is planning to introduce new range of healthy burgers in both variants i.e. vegetarian healthy burger and non-vegetarian healthy burger. With the consumption of fast food products, most of the people have been suffering from over-weight diseases, addiction towards the fast food items, etc. The idea of introducing healthy burger was invented from this source and this will help the addictive consumers of fast food products to satisfy their needs without suffering from over-weight and other types of diseases which may occur due to regular consumption of fast food items (Klein, 2016). The ingredients of healthy burger will include fresh and healthy vegetables whereas its patty will be made of mixture of spinach and fenugreek and the corn flour will be used to mix these items. Apart from the above ingredients, the bun of the burger will be made of multi-grain bread. These all ingredients will provide adequate health safety as well as the taste of the healthy burger will al so be delicious as it will be served with chesses and healthy juices. In terms of non-vegetarian burger, patty of the burger will be made of mixture of egg, chicken and cheese. Apart from the patty, all other ingredients will remain same as compared to healthy veggie burger (Akaka, Vargo Lusch, 2013). Strategic Focus and Plan The primary goal behind launching healthy burgers range is to improve the perception of consumers towards fast food industry. Prior to this, only certain age group of people were consuming fast food items but with the introduction of healthy burgers, other age group people can also be targeted. It will help the McDonalds to enhance their market share across the globe. Apart from this, this operations is serving qualitative and delicious hamburgers, wraps, coffee, etc. As they are in the fast food industry since 1940, the have developed quite impressive goodwill across the in the industry, hence; they does not need to put much efforts in terms of promoting the new range of burgers. They just need to spread the information in relevance with the features and characteristics of healthy burger for enhancing the products demand in the target market (Ang, Benischke Doh, 2015). Core competencies of McDonalds Primary core competencies of McDonalds are their trained and professional staff, impressive products development strategies, attractive promotional campaigns, market presence in over 100 countries of the world and most of their outlets are based on franchising type of business. Apart from this, their secret formulas to produce delicious fast food items as well as their outlets prime locations also provide competitive advantage to McDonalds (Angeloska-Dichovska Mirchevska, 2017). Situational Analysis McDonalds is known for producing delicious fast food items and with this; they have developed their distinctive image across the globe. This organization is known for solving their consumers queries in relation with the quality of the products. They have adopted numerous strategies in order to serve the improved and enhanced qualitative products to its consumers in order to fulfil their needs to the optimum level. In the current situation, McDonalds have developed the strategy to enhance their revenues through launching healthy burgers in vegetarian as well as in non-vegetarian variant. For this, all age group people will be the favourite choice for organization in terms of the products promotion in the target market. Marketing mix tool will be very effective in terms of promoting the new range of burger in the target market (Armstrong, et. al., 2015). Product: Organization is planning to use the special characteristics of the healthy burger in terms of the promotion of the product. This will help the organization to introduce their new innovation in an adequate and efficient manner. Healthy burger has numerous advantages such as it is a fast food item but none of its characteristics matches with the fast food items. The unhealthy ingredients which make the burgers, pizzas, wraps, etc. tasty are quite harmful for the human body if they are consumed on regular basis. In order to reduce the harmful impact over the human body of unhealthy fast food items, organization has invented the idea of launching healthy burger which will not leads to health related issues despite being its consumption on daily basis (Brandt, Cazzaniga Hann, 2011). Price: McDonalds pricing strategy is being unique always and this time, organization has adopted the strategy of cost-effectiveness in order to set the price of their new range of hamburgers. Setting adequate price for the product in relevance with the adaptation of pricing strategy will help the organization to enhance the demand of the new and unique range of burgers. Fast food items are generally consumed by young age group people, hence; target audience are limited but with the introduction of healthy burger, option in relevance with the target market will be diversified for McDonalds. Due to this, McDonalds will be able to enhance their revenues in the target market (Kim Hyun, 2011). Place: The new range of burger will be available with all authorised outlets of McDonalds across the countries in which their presence exists. In order to enhance the performance of the organization, exclusive range of burgers will be delivered from the separate counter in the outlet. This will help the organization to divert the focus of other consumers towards the new range of burgers launched. The products characteristics will play crucial role in terms of enhancement in the organizations new range of products demand and apart from this, McDonalds will also try to open more outlets in the prime locations of the target market in order to promote their healthy range of burgers (Cornelissen Cornelissen, 2017). Promotion: Promotion has the great weightage in terms of making the effective marketing mix technique. The element of promotion of the products plays vital role in the marketing plan and in terms of McDonalds new range of burgers, adequate promotional techniques will be adopted in order to enhance the efficiency of the healthy burgers. McDonalds have a great brand value in the global marketing hence; they do not need any special tool to promote the products. But the adequate set of strategies will be adopted for increasing the revenues of the organization in terms of targeting more number of audiences (Johnston Bate, 2013). Evaluation and Interpretation Evaluation of the existing marketing plan will be done under this procedure in terms of evaluating the effectiveness and the efficiency of the new range of burgers introduced by the organization in the target market. The actual results achieved with the execution of this marketing plan will be compared with expected results from the marketing plan execution (Mohammed, Rashid Tahir, 2014). If the results will be matched with the expectations, then organization will be able to analyse the effectiveness of the marketing plan used to promote the healthy range of burgers in the target market. Otherwise an option needs to analyse with more advanced techniques and strategies so that expected objectives and the goals could be achievable easily. Failure of marketing plan could be due to change in the environmental conditions of the target market, change in the taste of the targeted audience, etc. (Czepiel Kerin, 2012). In terms of interpretation of the exiting marketing plan used to promote the healthy range of burgers in the target market, it was observed that this marketing plan will be the most adequate plan in order to promote the new invention of the organization. As this innovation is the part of targeting various segments of the consumers hence; this marketing plan has the capability of attracting the number of segments of the public in the target market (Fischer, et. al., 2011). Control measures will also be adopted in order to review the effectiveness of the marketing plan executed for the promotion of the healthy range of burgers in the target market. The expected and the actual results of the marketing plan be compared on the basis of the outcomes obtained for the comparison process, appropriate changes will be made in order to reduce the demand of the new range of burgers especially launched to enhance the revenues of the organization (Greer Ferguson, 2011). Marketing and promotional strategies McDonalds is known for producing numerous items included in the fast food items category and they are working in the same field since 1940 and they are serving their range of fast food products in more than 100 countries across the globe. In terms of promoting the new range of healthy burgers launched by the organization, they does not need to adopt advanced set of promotional strategies infect they should include the segment of these healthy burgers in their existing advertisement campaigns. This will help the organisation to reduce the cost of the production as advertisement and promotional campaigns costs are being included in the price of the product. Adaptation of advanced set of advertisement techniques will leads to increase in the prices of the new range if healthy burgers and it could leads to reduction in the demand of the burgers due to high price (Gregor Hevner, 2013). In terms of promotion of the new range of burgers, McDonalds could use their existing promotional strategies. This will help them to reduce their cost of the production. In terms of electronic media platforms of promotion, organization could promote their new range of products through their social media mediums as well as the advanced set of strategies needs also to be implemented for enhancing the demand and the spreaders of the knowledge in relevance with the unique features of the products amongst the targeted audience (Helms Nixon, 2010). Conclusion From the above discussed strategies and elements of marketing plan to promote the healthy range of burgers in non-vegetarian as well as in vegetarian form of variants. In order to analyse the effectiveness of the marketing plan discussed above, it could be concluded that elements and the strategies used to enhance the demand of the products will help the organization to increase their potentiality as well as the revenues of the organization could also be increases with the implementation of the existing marketing plan to promote the new range of burgers. It has been concluded that the existing marketing will enhance the performance of the McDonalds and it will help the organization to achieve its desired goals and the objectives. References Aaker, D. (2010). Marketing Challenges In The Next Decade.Journal Of Brand Management,Vol. 17 (5), Pp. 315. Akaka, M. A., Vargo, S. L., Lusch, R. F. (2013). The Complexity Of Context: A Service Ecosystems Approach For International Marketing.Journal Of Marketing Research,21(4), 1-20. Ang, S. H., Benischke, M. H., Doh, J. P. (2015). The Interactions Of Institutions On Foreign Market Entry Mode.Strategic Management Journal,36(10), 1536-1553. Angeloska-Dichovska, M., Mirchevska, T. P. (2017). Challenges Of The Company In The New Economy And Development Of E-Business Strategy.Strategic Management,22(2), 27-35. Armstrong, G., Kotler, P., Harker, M. And Brennan, R., 2015.Marketing: An Introduction. Pearson Education. Brandt, F. S., Cazzaniga, A., Hann, M. (2011). Cosmeceuticals: Current Trends And Market Analysis. InSeminars In Cutaneous Medicine And Surgery. Frontline Medical Communications. Vol. 30, No. 3, Pp. 141-143. Cornelissen, J., Cornelissen, J. P. (2017).Corporate Communication: A Guide To Theory And Practice. Sage. Czepiel, J. A., Kerin, R. A. (2012). Competitor Analysis.Venkatesh Shankar And Gregory S. Carpenter, Handbook Of Marketing Strategy, Edward Elgar, Pp. 41-57. Fischer, M., Albers, S., Wagner, N., Frie, M. (2011). Practice Prize WinnerDynamic Marketing Budget Allocation Across Countries, Products, And Marketing Activities.Marketing Science,Vol. 30 (4), Pp. 568-585. Greer, C. F., Ferguson, D. A. (2011). Using Twitter For Promotion And Branding: A Content Analysis Of Local Television Twitter Sites.Journal Of Broadcasting Electronic Media,Vol. 55 (2), Pp. 198-214. Gregor, S., Hevner, A. R. (2013). Positioning And Presenting Design Science Research For Maximum Impact.Mis Quarterly,Vol. 37 (2), Pp. 337-355. Helms, M. M., Nixon, J. (2010). Exploring Swot AnalysisWhere Are We Now? A Review of Academic Research From The Last Decade.Journal Of Strategy And Management,Vol. 3 (3), Pp. 215-251. Johnston, R. E., Bate, J. D. (2013).The Power Of Strategy Innovation: A New Way Of Linking Creativity auditing Strategic Planning To Discover Great Business Opportunities. Amacom Div American Mgmt Assn. Kim, J. H., Hyun, Y. J. (2011). A Model To Investigate The Influence Of Marketing-Mix Efforts And Corporate Image On Brand Equity In The It Software Sector.Industrial Marketing Management,Vol. 40 (3), Pp. 424-438. Klein, D. B. (2016). Unfolding The Allegory Behind Market Communication And Social Error And Correction. Mohammed, A. A., Rashid, B. B., Tahir, S. B. (2014). Customer Relationship Management (Crm) Technology And Organization Performance: Is Marketing Capability A Missing Link? An Empirical Study In The Malaysian Hotel Industry.Asian Social Science,10(9), 197.
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