Case study Marketing. Case study Marketing.

INSTRUCTIONS

Please read the Segway S-Pod case (page 2) and answer the 5 questions (page 3). Relevant theories from the course readings should be applied to support your response to each question.
(You do not need to define or describe the theory. Instead, focus on applying the theory.) Please bold high-tech marketing theories referred to and include an in-text citation e.g., Based on its focus on research and development, combined with an apparent lack of market research, Damon
X can be described as an engineering-driven organization ( Mohr, and Sengupta, 2019, “Strategic Planning, p. 6).
Please do not conduct any external research for this assignment. I want your responses to be based on you own ideas supported by course concepts! (Note: You are permitted to use the information from the links at the end of the case to support your answers.)

your exam in Word file format (no pdfs) to the dropbox in MyLS.
Length & Format: The exam will be no longer than 5 pages (double-spaced), exclusive of a title page. If necessary, 3 pages of exhibits (single-spaced) can be included. Use size 12 font and 1” margins all around.
Weighting: The exam will account for 25% of the total course grade. Each of the 5 questions will be weighted equally, i.e., 5 marks per question.

Grading: Grading will be based on the application of appropriate high-tech marketing theories; and organization, depth, and overall professionalism of responses (i.e., well written and free of grammatical and spelling errors).
BU 479 Fall 2020 Take-Home Midterm

The Segway S-Pod
In January 2020, Segway-Ninebot announced the S-Pod, a new product concept at the Consumer Electronics Show (CES) in Las Vegas. Unlike the original Segway, the S-Pod won’t require you to stand up. The S-Pod is an egg-shaped two-wheeler designed to let people sit while they effortlessly cruise around campuses, theme parks, airports, and maybe even cities.
“Segway-Ninebot has established itself as a category leader in short distance transportation solutions, from innovative delivery robots to kickscooters now used in cities across the world,” said CEO Luke Gao. “We are changing the way people move from place to place.”
(https://www.dezeen.com/2020/01/15/segway-s-pod-armchair-vehicle/). According to the
company, the S-Pod is “the first step in Segway working towards their goal of bringing new transportation options to cities” (https://www.dezeen.com/2020/01/15/segway-s-pod-armchairvehicle/).
The S-Pod is powered by the same gyroscopic self-balancing technology as a traditional Segway.
However unlike a traditional Segway, which is driven by leaning forward, backward, and to the sides, the S-Pod is controlled using a joystick on the right side of the seat. The self-balancing technology is designed to always keep the chair level and the two-wheel setup is intended to allow for quick changes in direction even while stopped.
At a weight of 150 kg, the S-Pod has a maximum speed of 40 km/hour and a typical range of 70 kms. The vehicle can carry a weight load of 330.7 lbs and climb hills of an angle of 10 degrees.
Automatic braking on turns and exterior lights are included as standard safety features.
The S-Pod will debut in the third quarter of 2020, with availability to the public in 2021. Although the target market for the S-Pod has not been determined, the concept may appeal to the same sorts of use cases the traditional Segway did (e.g., mall security, sightseeing tours, etc.) while also
offering an option for people who can’t or don’t want to stand for long periods of time. SegwayNinebot may even market the S-Pod as something that doesn’t need to be driven as it may be easier to automate than the traditional Segway. Although the company plans to use its established
distribution channels (https://www.segway.com/where-to-buy?tab=tabs_desc_10916_1), the retail price of the S-Pod has not been determined. Similar Segway-Ninebot products are the Segway
Ninebot-S ($399.99 US) and the Segway Ninebot-S Plus ($849.99).
Major competitors to the S-Pod include GenZe (https://www.genze.com), Airwheel
(https://www.airwheel.net), Ather (https://www.atherenergy.com), and Razor
(https://www.razor.com). Prices of competing products vary widely.
Adapted from:
https://www.theverge.com/2020/1/3/21047217/segway-s-pod-personal-vehicle-self-balancing-wheelchair-ces-2020
https://www.segway.com/segway-s-pod/
https://time.com/5761770/best-ces-2020/
https://www.dezeen.com/2020/01/15/segway-s-pod-armchair-vehicle/
https://www.zoominfo.com/c/segway-inc/66667439
https://store.segway.com
BU 479 Fall 2020 Take-Home Midterm
3
Question 1
What type of innovation best describes the Segway S-Pod (breakthrough, sustaining, or disruptive)? Support your response.

Question 2
Segway-Ninebot needs to identify a target market for the Segway S-Pod. Identify and develop a detailed profile (i.e., using relevant B2C and/or B2B segmentation bases) of the following two groups: a) technology enthusiasts (innovators), and b) visionaries (early adopters) for the Segway S-Pod. Discuss how each group meets the criteria for an attractive segment (i.e., substantial, profitable, identifiable, reachable, and responsive). Using relevant segmentation bases (B2C or
B2B), suggest an initial beachhead that will enable Segway S-Pod to cross the chasm with the Segway S-Pod to reach the pragmatists (early majority). Discuss how this beachhead will a) have a compelling reason to purchase the Segway S-Pod, and b) provide adjacencies to other related market segments, i.e. bowling alley analogy.

Question 3
Identify an appropriate positioning strategy for the Segway S-Pod. Support your response.

Question 4
Segway-Ninebot needs to forecast sales for the Segway S-Pod. Outline a specific process (i.e., step
by step approach) that the company can follow to develop a one year sales forecast for the product.

Question 5
Segway-Ninebot needs to decide on a price for the Segway S-Pod. Making reference to the three C’s of pricing, recommend an appropriate retail price for the Segway S-Pod. Support your response.

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Case study Marketing

Case study Marketing

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Walmart Case Study Assignment. Walmart Case Study Assignment.

INSTRUCTIONS

Your assignment has two parts. Part A will be based on a case in Chapter 12, and Part B will be built upon your Final Paper about Walmart from your BUS621: Leadership and Teamwork course. Introduction Walmart today is a global retail giant. According to Carbonara (2018) in the recommended resource Walmart, Amazon Top World’s Largest Retail Companies (Links to an external site.) article, Walmart is the world’s largest retail company with continued plans for global growth. There are many competitors, one of which is Amazon. How will Walmart continue to be a global giant in the years to come? To maintain the market leader position Walmart will be required to continually look for ways to outgrow its global competitors (Carbonara, 2018). To understand Walmart and where it is today and what tomorrow holds, it is important to understand the company’s foundation. “Sam Walton opened his first five-and-dime in 1950. His vision was to keep prices as low as possible” (Wilbert, 2018, para. 1). Walton opened the first Walmart in the early 1960s in Rogers, AR (Wilbert, 2018, para. 2). One thing that has and will always remain a key component for all Walmart stores is to keep expenses low. There has always been a mentality behind the vision of Walton to demand that employees always keep costs to a bare minimum (Wilbert, 2018, para. 3). On average, “Walmart saves a typical American family of four about $2500 a year. That’s about what a family of four gets from the government in food stamps. That makes Walmart a major antipoverty force in the United States” (Kestenbaum, 2017, para. 3). Another factor to consider when thinking about Walmart is that “since 1990, the global rate of poverty has been cut by two-thirds. That’s the sharpest decline in human poverty in all of history, more than one billion people have been lifted out of poverty during that period and Walmart is a major force in that effect” (Kestenbaum, 2017, para. 3). Today, Walmart has grown considerably and continues to expand. Just to get an idea of how large this retail giant is, consider the following: Walmart employs 1.6 million people. Walmart has 6,200 retail outlets. In contrast, Home Depot has 2,040. (Wilbert, 2018, para. 4) One might question, “What does Walmart do to continue to be successful and keep costs to a minimum?” There are several things that this retail giant has incorporated into the operations. First, “Walmart became the first major retailer to demand manufacturers use radio frequency identification technology (RFID). The technology uses radio frequencies to transmit data stored on small tags attached to pallets or individual products. As explained in the recommended resource How Wal-Mart Works (Links to an external site.), RFID tags hold significantly more data than bar codes” (Wilbert, 2018, para. 6). For information on how RFIDs and radio waves work, you may like to review the articles How RFID Works (Links to an external site.) and How Radio Works (Links to an external site.). You may also be interested in reviewing the Is Walmart Good or Bad for America? The Question May Be Outdated (Links to an external site.) article which explains another interesting fact, which is that “Walmart is the single most important pipeline distributing wealth from rich countries to poor countries” (Kestenbaum, 2017, para. 3). One concern pertaining to Walmart is how employees are treated. It is well known that Walmart not only pays low wages, but their practices have impacted how their suppliers manage production costs while sacrificing the safety of their labor force (Kestenbaum, 2017). Walmart tends to hire mostly part-time workers (Kestenbaum, 2017). Some may even say that Walmart “pays their workers poverty wages” (Kestenbaum, 2017, para. 4). There have long been ethical concerns about how Walmart operates and manages its employees. Case Study Assignment Throughout your MBA program you will cover various subjects as they relate to business. You will initially have an opportunity in BUS621 Leadership and Teamwork to create and build your own Walmart in a new global location. Your choices for location include Peru, New Zealand, Philippines, Egypt, Czech Republic, and United Arab Emirates. As you progress through each course in the program you will build upon your case study of Walmart. The purpose of this Walmart Case Study is to give you an opportunity to apply the subject matter from each course in the MBA program to an ongoing strategic development. The knowledge gained from the case study in each course will be cumulative. The knowledge will assist you in demonstrating your ability to conduct critical analysis and decision making across a wide range of subjects throughout the MBA program. Methodology The case study is based upon past and current information about Walmart and the country of destination. You will select a country to develop your case and will use the same country in each course of the MBA program. You will be responsible for gathering as much information as needed that will help you with determining the course of action that Walmart should pursue in the company’s quest to growth and to meeting the needs of international markets. Part A: Read Case 12.1: Can Walmart Crack the Retail Code in India? and answer the following questions: Summarize some of the elements in India’s political, economic, and cultural environments that can impact the market opportunity. Explain some of the obstacles facing Walmart and other foreign retailers in India. Review Figure 12-4. Explain which quadrant of the matrix applies most directly to India. Provide your rationale. Part B: In your BUS621: Leadership and Teamwork course, you selected a country for Walmart to expand to, and you also analyzed the nine dimensions of the culture and the leadership models and skills that would apply to your selected country. In this assignment, you will work and build on your previous Walmart work, and develop some place strategies as Walmart expands on its global marketing activities to the country of your choice. Address the following points for the selected country: Summarize some of the elements in your selected country’s political, economic, and cultural environments that can impact the market opportunity for Walmart expansion. Based on your environmental review and referring to Figure 12-4, discuss what market expansion strategy you would suggest for Walmart in your selected country. You learned that channels create utility for customers (place utility, form utility, time utility, and information utility) that can be leverages as a source of competitive advantage. Analyze each of these utilities that Walmart may be creating in the country of your choice, and explain which one can potentially work as a competitive advantage for Walmart considering its target market and their needs, wants, and preferences in your selected country. Considering the growth of global online retailers like Amazon.com, Aliexpress.com, Target.com, and eBay.com as competitors of Walmart.com, and based on the factors you evaluated in Part A, formulate a SWOT analysis for Walmart.com in your selected country.

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Walmart Case Study Assignment

Walmart Case Study Assignment

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Digital Marketing Strategies MSH Brands. Digital Marketing Strategies MSH Brands.

INSTRUCTIONS

Digital Marketing Plan Introduction This portfolio work project, a digital marketing plan with a social media strategy, will help you demonstrate competency in digital marketing planning and measurement. Scenario The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Units 4 and 7.

They have now asked you to develop a Digital Marketing Strategy based on this work. Your Role You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.) Requirements Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including:

1. Situational Analysis Analyze the current situation in terms of customers, intermediaries, and competencies. Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence.

2. Objectives Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be?

3. Strategy Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms?

4. Tactics Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?

5. Actions Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.

6. Controls Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics? Deliverable Format Requirements: The digital marketing plan must be at least 8–10 pages in length, in addition to the title and reference pages.

Related company standards: The digital marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs. Use at least five scholarly or academic sources, formatted per APA.

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Digital Marketing Strategies MSH Brands

Digital Marketing Strategies MSH Brands

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How will you use Integrated Marketing Communications?. How will you use Integrated Marketing Communications?.

INSTRUCTIONS

company chosen to base the project off is Airbnb. suggested the new service/product want to suggest is marketing is less touristy areas to help improve the tourism. Summarize the marketing for the company you have been working on the past 5 weeks. – Propose your new/modifications to the product strategy.

– Discuss how you will differentiate yourself against the competition and explained how the firm may expand upon its product line in the future. – Present your distribution strategy for the product/ service. What retail outlets will sell your new product? How will you manage your supply chain? – Explain your pricing and promotional strategy. How will it focus on your target market? – How will you use Integrated Marketing Communications? Discuss how you will provide clarity and consistency across multiple mediums to maximize the communicative impact?

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How will you use Integrated Marketing Communications?

How will you use Integrated Marketing Communications?

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Managing Customer Service Essay. Managing Customer Service Essay.

INSTRUCTIONS

Assignment Instructions
All assignments must be submitted ONLINE via my.wbs
Please ensure that you have inserted a completed assignment coversheet, which must be included as the first
page of your script. This should include your Student ID number, but not your name.
Word Limit
The word limit for this assignment is 2,000 words, excluding appendices, references and sources; and the
word count must be displayed on the cover sheet. The essay (including appendices) should not exceed 7
pages, excluding the cover sheet and your list of references and sources, and must be presented in a minimum
11 point typesize, 1.5 line spacing, with a minimum 2.5 cm margin on all sides of the page. The subsequent
page(s) should be used to list your references and sources; please use Harvard referencing conventions.
All reports should include page numbers, so that the feedback can refer as necessary to different parts of the
report. I am interested in depth and quality rather than verbosity, with an emphasis on analysis rather than
simple reporting.
Word Count Policy
WBS has a school-wide policy on word counts. This is strictly enforced to ensure consistency across modules
and programme. You can find more information about this policy in your Student Handbook under Academic
Practice.
This is a strict limit not a guideline: any piece submitted with more words than the limit will result in the
excess not being marked.
Academic Practice
When you submit this assignment online, you will be required to tick a declaration box indicating that the work
involved is entirely your own. Each assignment will be put through plagiarism software to identify any collusion
or inadequate referencing of materials used from different sources.
We would consider a piece of work to be not entirely your own if:

1. It is too reliant on the words of particular authors (rather than presenting their ideas in your own
   words), if the essay uses the ideas or words of an author without referencing them or putting their
   words into quotations (plagiarism).
2. Or if your work suggests that you have worked very closely with another student (collusion).
   Please read the relevant information in your Student Handbook on the Academic Practice pages and
   ensure you understand it.
   Extensions and Self-certification
   Late submissions will incur a penalty of 5% for every 24 hour period after the due date and time, i.e. this
   begins one minute after the submission deadline
   Requests for extensions (of up to 15 days) must be submitted via my.wbs BEFORE the deadline. Extensions can
   only be approved with documentary evidence to support the request.
   Self-certification is a university-wide policy whereby you are permitted an automatic extension of 5 working
   days on eligible written assessed work without the need for evidence. WBS permits self-certification for all
   types of written, assessed works such as essays and dissertations. It is not permitted for exams, course tests,
   or presentations.
   Page 2 of 2
   You can self-certify twice within each year of study, starting from the anniversary of your course start date.
   Self-certification periods cover a maximum of 5 consecutive working days, with the maximum allowable
   extension being five working days within that range. This will cover all eligible written assessments that fall
   within the self-certification period, as long as they have not previously had an extension applied.
   If you wish to self-certify for an extension of 5 working days, please select ‘Self-certification’ in the Extension
   Type field. If you wish to request a longer extension than 5 working days, please leave the Extension Type as

‘Standard’.

INDIVIDUAL ASSIGNMENT
There is a choice of assignments below:
Choose any one of the three essay topics.
a) Choose ONE service operation and apply concepts and frameworks from this module to analyse the capacity
management strategy implemented in this operation. Critically evaluate the strategy, making
recommendations for improvement.
b) Select ONE service operation and position the service on the matrix of compliant / adaptive services,
explaining why you have positioned the service in this way. Critically evaluate the ways in which staff and
customers are managed in this service operation, commenting on the consistency of this approach with the
matrix position, and making your recommendations for improvement.
c) “Happy employees make happy customers.” To what extent does the satisfaction mirror effect drive
financial performance in service operations? Critically evaluate the service value chain model, supporting your

argument with evidence from one or more real service organisations.

Some guidelines:
▪ Your answer should demonstrate familiarity with the service management literature and should include
references, supported by a reference list of the academic readings, using Harvard referencing
conventions. The essay should demonstrate wider reading in the service management literature beyond
just the text book.
▪ Your answer should be based on evidence from real organisations. If you have selected a) or b) your
answer should start with a short introduction to your chosen operation, explaining the operational
context. You may use primary data if this is available (I appreciate that access to companies is more
difficult than usual at the moment), but analysis of secondary data is perfectly acceptable. Reference your
data sources, listing any weblinks in the reference list.
▪ In answering the question you should NOT draw on any of the case studies discussed in class.
▪ Presentation: Your essay should be clearly structured and succinct: you can use headings and subheading
to make the structure transparent. There is no need for an abstract. Include diagrams if appropriate. You
can present data in an Appendix if appropriate.
▪ You may NOT collaborate with other members of the course in preparing this assignment.

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Managing Customer Service Essay

Managing Customer Service Essay

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International Marketing Advert Blog Post. International Marketing Advert Blog Post.

INSTRUCTIONS

Given recent events, many activities, including education, is shifting towards digital age. You are invited as a ‘guest blogger’ to share your expertise on one of the marketing-blogs. Your task is to choose a short video advertisement of a global brand (Apple, IKEA, Nike, etc.) related to Covid-19 pandemic and provide a consultation of the used promotional mix elements in the advert from an international marketing perspective.

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International Marketing Advert Blog Post

International Marketing Advert Blog Post

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