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CASE STUDY #7 marketing

CASE STUDY #7Using the full spectrum of segmentation variables, describe how Sports England has segmented the sports market?In order to understand the British people’s attitudes and motivations about sports, Sport England has built 19 sporting segments all around the United Kingdom to target its customers in the sports market. In the segmentation process Sport England worked closely with Experian Business Strategies consulting group. Sport England along with the help of the Experian Group analyzed data of the English people aged 18 and older. They collected and collated information about specific sports involvement; desire to do sport and the obstacles they faced in doing sports. The analysis further included the collection of data on media consumption and communication channels, social capital, health indicators, and involvement in wider cultural activities. Sport England completed this survey with the collaboration of Action People Survey. This was one of the largest ever sports survey conducted and carried out in Europe by the company.Choose a Segment and describe a campaign that could be used to encourage people in that segment to participate in one of the named sports related to their segment.I would like to choose Segment 5 Helena for my recommendation which is for the career focused females. As there are all career focused women in this segment, they are quite busy with their office work during the five days of the week and have a busy schedule. The working women also suffer from not only physical but also mental fatigue and hence there are chances after being at long day of work she might decide to skip her work sessions in either mornings or evenings. It can be seen in this segment that the participants in the cycling sport are less compared to swimming and keep fit gym. Sport England could encourage more participants in the Cycling sport by organizing cycling rallies and events for its members on the weekends. This could also help out in giving a social message to the local community regarding health and environment. Secondly cycling is a more absorbing sport, so for members who miss out on the regular work out sessions during the week, can cope up with their fitness levels by taking the sport of cycling.Describe the role that Sport England plays in targeting a segment.Sport England plays a very significant role in targeting a segment and it is this role which determines how successful it has been in targeting a segment. The company has worked hard immensely and has successfully implemented its programs. The vision of this company has been of great importance and the benefits of its segmentation policies are already being reaped. Successful examples of the role played by Sport England in the Segmentation process are the Sport England East Midlands region and the South Gloucestershire Leisure center which all analyzed the information of the surveys conducted by the Sport England Group and accordingly targeted their customer base.Choose a Sport not listed and select appropriate segments that might participate in it. Explain why the sport might appeal to people in these segmentsYoga is one kind of sport and exercises which could be implemented in some of the segments. The segments in which Yoga could be popular are•Helena- Career Focused Females•Jackie-Middle England Mums•Paula- Stretched Single Mums•Brenda-Older Working WomenIt has been proved over the recent years that Yoga is one of the most successful exercise sports and helps immensely in keeping fit and relaxing your mind. As Yoga is mostly a female oriented sport, it could be used to target the ladies in the above segments.Briefly outline a marketing campaign for your chosen sportYoga- the most beneficial and easy form of sport and ExerciseBenefits of Yoga in Everyday Life•Yoga can help cure insomnia, as its regular yoga practice leads to better and deeper sleep.•Yoga can help fight fatigue and maintain your energy throughout the day.•Yoga is an effective treatment for a variety of diseases because it can reduce the symptoms these diseases often cause, such as stiffness, fatigue, and weakness.Benefits of Yoga on Other Health Conditions•Do you have frequent headaches? Yoga can get rid you of tension headaches and migraines because yoga circulates blood and oxygen to your head, which can often, prevent headaches from starting.•A regular yoga practice helps boost antioxidants throughout your body, resulting in a stronger immune system and improved ability to heal quickly from disease or injury.1001002Ka-ram KimMarketing

경영/경제| 2011.12.28| 2페이지| 2,000원| 조회(166)

case, 케이스스터디, CASE STUDY #7, 케이스 스터디 영문

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CASE STUDY #1 marketing

CASE STUDY #11. Give examples of needs, wants, and demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on Hyperlink "http://scribd1.blogspot.com/" Build-A-Bear's actions?Demonstration of needs, wants, and demands that Build-A-Bear customers. Hyperlink "http://scribd1.blogspot.com/" Needs: Needs are basic human requirements.Build-A-Bear customers demonstrated the strong needs for:·Recreation· Hyperlink "http://scribd1.blogspot.com/" Entertainment·Individual choice·Self Expression Hyperlink "http://scribd1.blogspot.com/" Wants: Need become wants when they are directed to specific objects that might satisfy the need. Wants are shaped by the society.When children enter in Build-A-Bear store they step into “cartoon land” having child friendly assembly line comprised of clearly labeled work stations. When children choose unstuffed animal from bin, stuff them, add voice box, spa treatment, dress them and name process of creating a stuffed bear become their want. Hyperlink "http://scribd1.blogspot.com/" Demand: demand are wants for specific products backed by an ability to pay.Build-A-Bear actually puts customer ideas into practice. The ideas generated by customers are actually demand of customers. The ideas that become successful addition of Build-A-Bear are:·Mini scooter·Mascot bears·Sequined pursesImplications of needs, wants, demand on Hyperlink "http://scribd1.blogspot.com/" Build-A-Bear action:It is most important for Build-A-Bear to distinguish between these three concepts. First of all they should identify the core needs of their customers. And then design the whole process of building a bear in order to fulfill the needs and thus generating wants and demand. They should immediately respond to new ideas and demand of customers to grow their customers.2. In detail, describe all facets of Build-A-Bear's product. What is being exchanged in a Build-A-Bear transaction?The facets of Build-A-Bears product include,· The options to build product:Choosing unstuffed animal from binStuffing itAdding voice boxSpa treatmentDressing themNaming them·The experience of building a customized product.·The experience of waiting in line with much of fun.Exchange in Hyperlink "http://scribd1.blogspot.com/" Build-A-Bear s transaction:·Price of bear·Cost of time spending in waiting line·Cost of experience along with option and accessories3. Which of the five marketing management concepts best describes Build-A-Bear Workshop?In the marketing management perspective five concepts are as under:Production conceptProduct conceptSelling conceptMarketing conceptSocietal conceptThe marketing concept best describes Build-A-Bear workshop.· Hyperlink "http://scribd1.blogspot.com/" Work shop achieves superior performance by knowing and understanding customer needs wants and demands.·Clark puts customer ideas into practice to retain and grow customers.·She takes every opportunity to interact customers.·Clark attributes her success to “never forgetting what its like to be a customer”.·She actually puts herself on the frontline, assisting employees in servicing customers.So, the business strategy applied by Clark clearly reflects that Build-A-Bear workshop is based on marketing concept.4. Discuss in detail the value that Build-A-Bear creates for its customers.Build-A-Bear gives the benefits and create the important for its customers by fulfilling their needs, wants, and demands and given that the superior and modern products. The importance of customers includes benefits to their customers that the customers will be innovative and express themselves. It provides more value for the customer then they receive from mass produced product. Hyperlink "http://scribd1.blogspot.com/" Benefits:·They allocate to their customers to build modified stuffed animals with different options and accessories.·Provide to their customers a durable memorable visit to workshop.·Customers thoughts and opinion are welcome and into perform. Hyperlink "http://scribd1.blogspot.com/" Costs:·Cost of experience starts as low as $10 and increase $25 with addition accessories and other options.·The Cost of time expenses in a waiting line.5. Is Build-A-Bear likely to be successful in continuing to build customer relationships? Why or why not? Hyperlink "http://scribd1.blogspot.com/" Build-A-Bear is likely to be successful in continuing to build customer relationship because of her highly interactive physical and technological based visionary based approach. In which Maxine Clark has developed the enduring relationship with its people and the organization can be directly affected the organization success and marketing activities. It also been seen that top selling toys in toy industry fad and fickle immediately. Build-A-Bear is not just a toy company. It is an entertainment company, a theme-park-like experience.1001002Ka-ram KimMarketing

경영/경제| 2011.12.28| 3페이지| 2,000원| 조회(181)

case, 케이스스터디, CASE STUDY #1, 케이스 스터디 영문

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CASE STUDY mis #9

CASE SUTDY #9What problems was Border States Industries encountering as it expanded? What management, organization, and technology factors were responsible for these problems?BSE had riled on its own legacy ERP system called Rigel since 1988 to support its core business processes. However, they had been designed exclusively for electrical wholesalers, and by the mid-1990s, the system could not support BSE’s new lines of business and extensive growth.Managemnt was responsible for the problem that when the company changed the system, they suffered from that they were working on the project. Because the expert users trained too fast in the project, they had to retrain when the new system finally installed.And for the organiztion, BSE didn’t have enough experie with SAP software. Thus, they had only few consultants who were good at using SAP software. So, I think that the company should hire more specialists who are familiar with SAP system.For the technology, managers didn’t check celarly the system . I think they had to be checked the production environment before the system installed.How easy was it to develop a solution using SAP ERP software? Explain your answer.In 2004, BSE began upgrading its ERP system to a more recent version of the SAP software. The software included new support for bills of material and kitting, which were not available in the old system. This functionality enabled BSE to provide better support to utility customers because it could prepare kits that could be delivered directly to site. BSE budgeted %1.6 million and 4.5 months for implementation, which management believed was sufficient for a project of this magnitude. This time there were no problems. The new system went live on its target date and cost only 1.4million to implement-14% below budget.List and describe the benefits from the SAP software.Since BSE first deployed SAP SOFTWARE IN 1998, sales have increased 300%, profits have climbed more than 500%, 60% of accounts payable transactions take place electronically using EDI, and SPA processing has been reduced by 63%. The company turns over its inventory more than four times per year. Instead of waiting 15 to 20 days for monthly financial statements, monthly financial statements, monthly and year-to-date financial results are available within a day after Instead of waiting 15 to 20 days for monthly financial statements, monthly and year-to-date financial results are available within a day after closing the books. Before the ERP implementation, management lacked a single company-wide version of corporate data because data were fragmented into many different systems.How much did the new system solution transform the business? Explain your answer.This time the company kept customization to a minimum and used the SAP best practices for wholesale distribution embedded in the software. It also replaced TOPCALL with software from Esker for faxing and emailing out bound invoices, order acknowledgments, and purchase orders and added capabilities from Vistex Inc. to automate SPA rebate claims processing. BSE processes over 360,000 SPA claims each year, and the Vistex software enabled BSE to reduce rebate fulfillment time to 72 hour hours and transaction processing time by 63 percent.How successful was this solution for BSE? Identify and describe the metrics used to measure the success of the solution.In 2006, Gartner Group Consultants performed an independent evaluation of BSE’s ERP implementation. Gartner analyzed BSE data on the impact of the ERP system on BSE’s business process costs, using costs as a percentage of sales as its final metric for assessing the financial impact of SAP software. Costs categories analyzed included costs of goods sold, overhead and administration, warehousing costs, IT support, and delivery.Gartner’s analsis validated that the SAP software implementation cost from 1998 to 2001 did indeed total $9 million and that this investment was paid back by saving from the new ERP system within 2.5 years. Between 1998 and 2006, the SAP software implemented by BSE produced total savings of $30 million, approximately one-third of BSE’s cumulative earnings during the same period.If you had been in charge of SAP’s ERP implementations, what would you have done differently?When they have first implementation, efficiency was not good. It cost a lot because ERP is not for customization. They should have adopted the programs that were already in the market. While they were doing first implementation, they suffered from a lot of problems, because their new system was not tested, and each time they cost time and money to solve these problems. However, second implementation was much better than first one. Because they didn’t try to customize their system, but they tried to adopt the other system, they can successfully do second implementation.PAGE 1001002Ka-ram Kim2011-11-16PAGE

경영/경제| 2011.12.28| 3페이지| 2,000원| 조회(501)

case, 케이스스터디, CASE SUTDY, CASE SUTDY #9, 케이스..

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four financial statement

BALANCE SHEETd patents. Cash itself is an asset, as well as investments that a company makes. Liabilities are amounts of money that a company owes to others. This can include all kinds of obligations, such as money borrowed from a bank to launch a new product, rent for use of a building, money owed to suppliers for materials, payroll a company owes to its employees, environmental cleanup costs, or taxes owed to the government. Liabilities also include obligations to provide goods or services to customers in the future. Shareholders` equity is sometimes called capital or net worth. It`s the money that would be left if a company sold all of its assets and paid off all of its liabilities. This leftover money belongs to the shareholders, or the owners, of the company.A balance sheet shows a snapshot of a company`s assets, liabilities and shareholders` equity at the end of the reporting period. It does not show the flows into and out of the accounts during the period.INCOME STATEMENTAn income statement, otherwise known as a profit and loss statement, is a summary of a company`s profit or loss during any one given period of time, such as a month, three months, or one year. The income statement records all revenues for a business during this given period, as well as the operating expenses for the business.

경영/경제| 2011.12.01| 1페이지| 3,000원| 조회(107)

Statement, four financial state, Balance S..

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111105 Marketing Tips on writing a final report for individual project

For editing and presentation-The paper submitted should be written in English.-It should be prepared using MS Word in A4 size paper with 1” (2.5cm) margins on all sides.-It should be also as concise as possible and be double-spaced typewritten pages.-The font should be Times New Roman typeface in 12-point pitch.-It should be related to marketing agenda and you can choose discussion topics in the classes. If you want to choose another topic other than the topics in the class, you should discuss it with the professor before proposal session.-This paper needs to be submitted in hard copy at the begging of the class on Week 13. You should also send the electronic file of the final report to the professor by an email.-If you fail to submit the paper on the scheduled date, you will not receive any credit for this work. -You may choose any company except the firms that we have studied in class. -You should make final presentation for 30 minutes. Q&A sessions will follow your presentation.-You should prepare PPT slides for the presentation.

경영/경제| 2011.11.30| 2페이지| 3,000원| 조회(186)

마케팅 경영 전략, 1. Economic conditio, 2. Cultur..

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