Respond in175 words

The following exercise allows you to practice collaboration skills while learning about strategic marketing planning.

Complete the case study exercise, Communicating Value. A transcript of this interactive exercice is also available.

Consider what you learned in the experience and respond to the following in a minimum of 175 words:

• Based on what you learned, how would you facilitate cross-team collaboration between the marketing management function and R&D teams at Lenovo?
• How would you communicate about new features to customers?
• How would you measure the success of the team?

Nichole Keyesh

Respond in125 words

hello Class and Professor Levith,

I would facilitate cross-team collaboration between the marketing function of R&D teams at Lenovo by using a system that values and rewards. As being a former member of a management team and a smart manager, I would use tools that how the work is executed. Construct a team that are real collaboration as the election of the right team members using strengths and weaknesses . Set goals and objective for the projects and focus on how to work successfully in the work environment.

I would communicate about the new features to customers by using some sort of social communication such as a website and email notification program.

Also measuring the success of the team by always using tools such as performance indicators attendance program and an overall satisfaction score and measure the retention of employees.

Karina Hess

Respond in125 words

To facilitate cross-team collaboration between the marketing management function and R&D team, we’d need to co-create key performance indicators, agree on a centralized communication method, adopt communication protocols; have a mutual understanding of each person’s responsibilities; promote innovation and freethinking.

There are several ways to communicate a new product’s features to a targeted group. One option is to research the target group’s influencers, then approach the influences with the proposition of becoming a brand ambassador. Another way to communicate new products is to visit university/school campuses and introduce the new product on-campus to the targeted group. Social media is one of the most popular options for introducing new products features. The last option is to use online marketing campaigns and online shopping experiences.

Success can be measured by monitoring and analyzing social media responses of targeted groups regarding the product; Another way to measure success is by inviting target customers to provide feedback on Lenovo products and conducting focus group research about customers’ needs and preferences when it comes to customer needs to purchasing laptops.

References

University of Phoenix. (2020). Communication Value Exercise Week 3. Retrieved from University of Phoenix: https://ecampus.phoenix.edu/secure/aapd/SB/MKT574/…

Part A: Environmental Analysis and SWOT Analysis for coca cola

Environmental Analysis

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Analyze the forces that affect the company and marketing efforts.

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Competitive Forces

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Analyze the company’s key competitors. You may choose to use a BCG Matrix or attribute checklist to compare your company against its competitors. Describe any strategic moves the competition has recently made. Estimate your market share. Identify key competitive advantages against your competitors.

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Economic Forces

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Analyze the economic environment in the areas affecting your business. Consider differences within your industry and the economic impact on suppliers.

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Political Forces

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Analyze relevant political forces. Examples may include an election year or a law to drastically reduce or eliminate plastic waste in your county.

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Legal, Regulatory, and Ethical Issues

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Analyze the legal, regulatory, and ethical issues that may affect your business. Considerations may include local laws such as a ban on the use of plastic bags, the ability to post billboards, or a possible increased regulation on direct mail.

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Technological Forces

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Analyze whether your company will be affected by emerging technologies or trends in hardware and software industries

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Social Forces

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Analyze social trends and how they may affect your business. Considerations may include if your business will be affected by demographic trends, a growing dependence on computers, or whether interest in your product might be affected by growing preferences in the way things are done or changing social values.

SWOT Analysis

Assess your company’s strengths, weaknesses, threats, opportunities, and then evaluate how to address these in your marketing plan.

Strengths

Assess your company’s competitive advantage. Consider core competencies, assets, location, practices, etc. that are distinct in the way the organization meets the needs of its customers.

Weaknesses

Assess what limits the company may have in its current marketing strategy. Consider if there is a company weakness that needs to be addressed through Public Relations or Marketing.

Opportunities

Assess the opportunities you see based on trends or environmental conditions.

Threats

Assess the threats or limitations that may interfere with the company’s ability to meet its objectives or interfere with marketing plans.

Strengths to Opportunities & Converting Weaknesses and Threats

Convert weaknesses and threats to strengths, then strengths to opportunities in the marketing plan. Consider the implications for addressing supplier relationships, implementing new technologies, or changing the product line or addressing new markets.

Marketing Objectives

Establish marketing objectives based on the results from the SWOT analysis. Marketing objectives must align with corporate objectives, modified by the company’s resources. Objectives should include a date for the completion of the objective and the way in which success will be measured. For example: The company will expand its marketing efforts to include a new market segment of 21- to 29-year-olds. This will entail the development of a customized product by June 2020 that will address the specific psychographic and technological needs of this age group. This strategy is expected to attain a 20% growth in overall sales by January 2020. Customer loyalty (willingness to recommend the product) will increase by 30%.

Ethical Issues in Marketing: An Application for Understanding Ethical Decision Making

Author:Parilti, Nurettin; Kulter Demirgunes, Banu; Ozsacmaci, BulentAuthor Affiliation:Gazi U; Ahi Evran U; Cankaya USource:Marmara University Journal of Economic and Administrative Sciences, 2014, v. 36, iss. 2, pp. 275-98Publication Date:2014Abstract:In recent years business ethics and social responsibility have gained great importance in marketing practices, especially in societal marketing practices. Businesses infinitely struggle to indicate their contributions to society. Consumers consciously evaluate this contribution. Manipulated consumer choices and unethical marketing applications can affect purchasing behavior. Particularly intense competition, globalization and societal consciousness transform businesses into social organizations and lead them into marketing efforts offering social value. Although business ethics and social responsibility of businesses have gained more attention in recent years, defining consumers’ perceptions on ethical issues is still minimal. This study presents an empirical research of consumer perceptions on ethical issues. Reflection of this perception on purchasing behavior is also another important issue to be considered. The aim of this study is to investigate the factors related to ethical issues in marketing practices and to reveal possible influences of these factors on consumers’ ethical decision making. The main objective of the study is to find out consumers’ perceptions on businesses’ ethical issues such as misleading advertising, deceptive packaging and to reveal the impact of these issues on their ethical purchasing behavior or ethical decision making. It also reveals which criteria is more important for ethical decision making. This study reveals that consumers reflect their ethical perceptions on their purchasing behavior. Each ethical issue has been found to be a positive effect on purchasing behavior. Businesses’ practices on packaging has been indicated as the most effective ethical issue on purchasing behavior. The study is considered to be a significant outcome for businesses to direct their advertising, packaging and other activities.Descriptors:Production, Pricing, and Market Structure; Size Distribution of Firms (L11)
Corporate Culture; Diversity; Social Responsibility (M14)
Marketing (M31)
Advertising (M37)Keywords:Advertising; Ethical; Ethics; Marketing; Social ResponsibilityISSN:13007262Publication Type:Journal ArticleUpdate Code:20151001Accession Number:1526226Alternate Accession Number:EP102636097Copyright:Copyright of Marmara University Journal of Economic & Administrative Sciences is the property of Marmara University, Faculty of Economic & Administrative Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder’s express written permission. However, users may print, download, or email articles for individual use.