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Marketing Plan World’s Biggest Garage Sale

Marketing Plan: World’s Biggest Garage Sale

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1. Situation Analysis

The World’s Biggest Garage Sale is a business that uses a unique model involving the reselling of up-cycled, re-furbished, and recycled products. The companies hopes that by tackling the issue of waste from a business angle, it would contribute to landfill diversion. The use of dormant goods in the circular economy is presented as an important resource recovery practice. The World’s Biggest Garage Sale intends to promote responsible consumerism and sustainability and offer employment opportunities to vulnerable community members (World’s Biggest Garage Sale, 2021). A lot of their products for resale come directly from the community while some are sourced from retail businesses. Without the intervention of the World’s Biggest Garage Sale, a lot of these products and commodities would end up as waste in landfills and other areas where they would create negative effects for the environment. Therefore, the company tackles the issue of the environment through social and economic initiatives.

1.1 Analysis of Social Trends

One of the most notable research finding is that Australian consumers are increasingly preferring sustainable brands. Nimri, Patiar, & Kensbock (2017) found that 90% of the Australian consumers tend to purchase sustainable and ethical products and 85% want brands and retailers to be transparent and accountable regarding the sustainability of the goods and services produced. Globally, there is a similar movement towards more sustainable products. Consumers are more purpose driven and have shown a tendency to select products or brands that align to the personal beliefs on green practices and sustainability. A research exploration by Tan, Johnstone, & Yang (2016) found that more than 33% of consumers in Australia would stop consuming and purchasing a brand if they lost trust on the basis of transparency, sustainability, and accountability relating to green approaches. World’s Biggest Garage Sale has an opportunity to appeal to a market that is already thinking sustainability. Another major social trend is the active participation of consumers towards protecting the environment through recycling, reducing waste, and stopping the consumption of single-use plastics. The attention of consumers to the environment has been heightened (Meyer et al. 2012), to a point where Moloney and Strengers (2014) found that some are willing to pay about 5% extra for products that are environmentally friendly. World’s Biggest Garage Sale can capitalize on this social trends by marketing their products to a wider audience.

1.2 Analysis of Technology

One of the best technology developments has been the popularity of social media and the digital media. Its availability for organizations has greatly boosted marketing abilities (Veldeman, Van Praet, & Mechant, 2017). World’s Biggest Garage Sale takes advantage of this technology trend with a community averaging more than 20,000 interactions per day on Facebook, which is the company’s main social media platform (Facebook, 2021). The company does not have a similar following on Instagram and Twitter, yet these two platforms are identified by Ghvanidze et al. (2019) as some of the most important avenues to reach the younger audience. It means that the company does not have an active plan to reach teenage audiences that are increasingly getting into the sustainability culture. Technology will be one of the best partnerships that World’s Biggest Garage Sale can have in relation to attracting and retaining more consumers in line with the organization’s sustainability agenda and the benefits of technological platforms.

2. Marketing Goal

World’s Biggest Garage Sale intends to increase brand awareness and market penetration through social media impressions for the teenage and young adult target audiences by 50% by the end of the current financial year through increased presence on Facebook, Instagram, and Twitter. The Ansoff Matrix in figure 1 below summarizes this objective, showing World’s Biggest Garage Sale’s market penetration strategy for the Australian market.

Figure 1: Ansoff Matrix (Source: )

3. Marketing Strategy

3.1 Target Consumers

The segmentation analysis provided in Table 1 below shows how World’s Biggest Garage Sale will reach their targeted market. The table reveals that the company targets teenage consumers as part of developing a sustainability agenda and young adults who are the largest consumers of a majority of products in the Australian market.

Segmentation Approach Traits/Features Segment Description

Demographic Age 15-19 World’s Biggest Garage Sale will need to focus on teenage consumers. This category has a lot of influence in the consumption patterns, including the ability for the company to ensure a development of a sustainability culture.

25-40 In this age group, the use of social media is still heavy. The group also makes up a significant part of the Australian consumer. By targeting them, the company will ensure that brand awareness is raised and that the goals of the organization are spread across the country

Income Middle to high income earners Middle to high income earning classes are more likely to have disposable income, therefore engaging in the purchase of sustainability products even when the prices are higher than the alternatives in the market.

Geographic Australia World’s Biggest Garage Sale is an Australian brand that targets the national market as a way to push sustainable consumption and to contribute to the creation of environmental benefits through responsible consumption and business

Psychographic Lifestyle and values Environmental-conscious consumers This category is keen on spending on brands and products that aligned to the current sustainability and green production measures (Song, Qin, & Qin, 2020). World’s Biggest Garage Sale can target them based on the company’s value proposition

Behavioral Benefits sought Audiences looking for specific unique value proposition World’s Biggest Garage Sale can use quality of products, their contribution to a better environment, and additional benefits such as reliable pricing and an active role in making the environment better as selling point for this segment.

Table 1: Segmentation analysis

3.2 Value Proposition

In a society where consumers are increasingly looking to use environmentally friendly products, and the consumption patterns are changing towards this behavior, World’s Biggest Garage Sale believes in meeting these needs by uniquely allowing people to recycle and buy recycled products as well as other strategies that reduce the amount of waste disposed to the environment. As the company prepares to go global, the success and failures experienced in the Australian market will inform its strategies. In the Australian market alone, the company has a target to create value for more than $43 billion worth of underutilized products ( ). By partnering with households and corporates, the company has found a unique way to attach value to the process of protecting the environment (World’s Biggest Garage Sale, 2021). By using technology in the form of digital media and social media, the company makes use of dormant goods into the circular economy and creates an environment of helping communities through job creation. The ethos of operation for World’s Biggest Garage Sale is creating a positive impact for the environment, the people, and making profits with a purpose. Since the company started operations in 2013, has successfully championed the ethical principles of a working circular economy that sees dormant goods used up in other platforms to ease the effect on the environment. Sustainability and altruism are the backbone of the organization.

In line with the above, the positioning statement for World’s Biggest Garage Sale is using dormant and underutilized goods in the economy to cover the huge vacant space created through excess consumption and that has negative effects on the environment. The company targets such commodities, both from corporate entities and households, and then redistributes in a circular economic model to willing buyers with an intention of protecting the environment, creating jobs, and making a profit in a manner that does not harm any of the key pillars including the society, the economy, and the environment.

4. Marketing Tactics

4.1 Product

World’s Biggest Garage Sale products are inclusive of any commodities available for resale, re-use, re-furbishing, and any other element in ensuring that products go back to the market ( ). Due to an increase in environment-consciousness amongst consumers, World’s Biggest Garage Sale has a number of options in terms of products:

Redesigned products

Repurposed goods

Re-cycled products

Restored commodities

These goods are a part of the circular economy that intends to restore how people use or reuse basic items and in finding value all through the product life cycle (Zink & Geyer, 2017). The main selling point of the products is extending its length, preventing the over-production of waste, and concurrently creating new opportunities, revenue streams, and jobs, while minimizing the environmental impact. The proposed marketing strategy in terms of the product in creating a tagline for active participation in environmental conservation through consumption of redesigned, repurposed, recycled, and restored commodities. This will create more awareness amongst the target groups in order to cover the gap that exists in the social trend towards more environmental consciousness.

4.2 Pricing

The pricing strategy proposed to be used by World’s Biggest Garage Sale in targeting the segments suggested earlier is the bundle pricing strategy. To attain this strategy, the company will pair a number of products together, selling them for less that they would individually. The aim of a bundle pricing strategy is mentioned by Yan and Bandyopadhyay (2011) to include the need to move inventory quickly. For World’s Biggest Garage Sale, there is a problem of the competition which can avail newer goods at cheaper market prices. Therefore, moving more gods through a bundled pricing strategy would help in competition. The objective of the organization is to create brand awareness and show the benefits of repurposing underutilized and dormant commodities. Therefore, the pricing strategy would be appealing and help to create value and a positive image. The customers include teenagers and young adults, with the latter being the main target especially those in the middle to high income earning groups. Young adults in the said income class are less sensitive to pricing, but will be attracted through a bundled price strategy. For the teenage market, the aim is to create a culture of consuming repurposed goods.

4.3 Place

The products from World’s Biggest Garage Sale are high turnover and low margin goods. Therefore, an intense distribution approach is preferred. The distribution will be made through the various outlets all over the country and additionally via social media and digital platforms including the company website. The products will use a single-level distribution channel, moving directly from the organization to the distribution centres.

4.4 Promotion

World’s Biggest Garage Sale will use social media advertising as the main avenue to create awareness. The marketing and promotion goal for World’s Biggest Garage Sale is to increase brand awareness and market penetration through social media impressions for the teenage and young adult target audiences by 50% by the end of the current financial year through increased presence on Facebook, Instagram, and Twitter. The company will focus its promotion budget on social media, through Facebook, Twitter, ad Instagram, because evidence from scholars show that social media has helped companies in the past to sell their value proposition (Asaad & Gomez, 2011). The benefits of social media advertising include brand awareness increase, more inbound traffic on the digital platforms, increased interactions with consumers and potential suppliers of the products used by the organization, improved search ranking, high conversion rates, improved customer satisfaction, better brand loyalty, and improved brand authority (Karimi & Naghibi, 2015). These advantages will create a larger platform for the organization, increase its reach, and lead to more sales.

Objectives Platform Cost to the company

World’s Biggest Garage Sale intends to increase brand awareness and market penetration through social media impressions for the teenage and young adult target audiences by 50% by the end of the current financial year through increased presence on Facebook, Instagram, and Twitter. Facebook According to the Media Ant (2021), effective Facebook advertising will cost $25000 per month

Increase brand awareness and market penetration Instagram According to the Media Ant (2021), effective Instagram advertising will cost $20000 per month

Increase traffic, brand awareness, penetration, and overall number of mentions Twitter According to the Media Ant (2021), effective Twitter advertising will cost $5000 per month

Overall cost $50000

5. References

Assaad, W., & Gómez, J. M. (2011). Social network in marketing (social media marketing) opportunities and risks. International Journal of Managing Public Sector Information and Communication Technologies, 2(1), 13.

Facebook.com (2021). World’s Biggest Garage Sale profile. Available at https://www.facebook.com/worldsbiggestgaragesale/

Ghvanidze, S., Velikova, N., Dodd, T. H., & Oldewage-Theron, W. (2019). Are Sustainable consumers health conscious? A segmentation study of wine consumers. Journal of Food Products Marketing, 25(6), 690-711.

Karimi, S., & Naghibi, H. S. (2015). Social media marketing (SMM) strategies for small to medium enterprises (SMEs). International Journal of Information, Business and Management, 7(4), 86.

Meyer, S. B., Coveney, J., Henderson, J., Ward, P. R., & Taylor, A. W. (2012). Reconnecting Australian consumers and producers: identifying problems of distrust. Food Policy, 37(6), 634-640.

Moloney, S., & Strengers, Y. (2014). ‘Going green’?: the limitations of behaviour change programmes as a policy response to escalating resource consumption. Environmental Policy and Governance, 24(2), 94-107.

Nimri, R., Patiar, A., & Kensbock, S. (2017). A green step forward: Eliciting consumers’ purchasing decisions regarding green hotel accommodation in Australia. Journal of Hospitality and Tourism Management, 33, 43-50.

Song, Y., Qin, Z., & Qin, Z. (2020). Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase. Sage Open, 10(4), 2158244020963573.

Tan, L. P., Johnstone, M. L., & Yang, L. (2016). Barriers to green consumption behaviours: The roles of consumers’ green perceptions. Australasian Marketing Journal (AMJ), 24(4), 288-299.

The Media Ant. (2021). Digital Advertising. Available at https://www.themediaant.com/digital

Veldeman, C., Van Praet, E., & Mechant, P. (2017). Social media adoption in business-to-business: IT and industrial companies compared. International Journal of Business Communication, 54(3), 283-305.

World’s Biggest Garage Sale. (2021). Activating dormant goods for good. Available at https://worldsbiggestgaragesale.com.au/

Yan, R., & Bandyopadhyay, S. (2011). The profit benefits of bundle pricing of complementary products. Journal of Retailing and Consumer Services, 18(4), 355-361.

Zink, T., & Geyer, R. (2017). Circular economy rebound. Journal of Industrial Ecology, 21(3), 593-602.

Life of a Serial Killer Kendall Francois

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Stories of world serial killers cannot be well told without mentioning one man by the name Kendall Francois, who is said to have been raised in Poughkeepsie, New York. Kendall Francois is among the greatest serial killers the dark world has ever witnessed. Kendall Francois was born in HYPERLINK “http://en.wikipedia.org/wiki/Poughkeepsie_%28city%29,_New_York” o “Poughkeepsie (city), New York” Poughkeepsie, New York on July 26, 1971. Throughout his life time, Francois is revealed to have murdered around eight women prostitutes (Murphy, 1999). This is said to have happened between 1996 and 1998.

Since early 1997, police and the public in Poughkeepsie got concerned over the disappearance of persons, particularly (Murphy, 1999). A number of persons were reportedly found missing. From November 1996, three ladies had gone missing, all petite, prostitutes of white origin. This appeared to be far more to be a coincidence. In March the following year, another alarm was raised following the disappearance of Catherine Marsh, whom reports said that the last time she had been seen is during a similar time frame like the rest of the other three ladies. Police conducted investigation to locate these missing women; they unsuccessfully searched Jane Doe Listings and rap-sheets.

In yet another scenario, another lady by the name Mary Giaccone went missing. She was located by her relatives to have attended her mother’s funeral, but she was nowhere to be found. Mary portrayed similar attributes as the other three women (Murphy, 1999). Even at this point, police seemed not to have any promising suspect rather than a guy by the name Kendall Francois who is a lifelong resident of Poughkeepsie and lived in the company of his parents. However, police had no tangible reason of detaining him after interrogating him. It was reported that thorough surveillance and interrogation was conducted by the investigative police on Francois, and even went ahead to poke around his bedroom and to their surprise nothing unusual was found.

At one time, an area prostitute reported that Francoise was extremely rough and notorious during sex, and was reported to have assaulted a prostitute within his parents’ premises. This made him to be arrested in January 1998. In the same year, a woman by the name Sandra Dean French was reported to have disappeared and her vehicle was found left three days later, just few miles from Francois’ home. Moreover, Catina Newmaster was also found missing (Murphy, 1999). Newmaster was described as a white prostitute who was short, pitite, and with brown hair.

Kendal Francois was spotted strangling a prostitute whom he had abducted on 1st September 1998. Fortunately the woman managed to flee way. Over the same period, the police surveillance was still trying to uncover the mystery surrounding the disappearance of a number of prostitutes. Bob McCready, Police Detective, was trying to get information from the public by distributing flyers. It is after her escape that she reported the matter to the Poughkeepsie Police Detectives having filed a case against Francois for assault. Having admitted to report to 99 Fulton Avenue police department to discuss the assault claims, Francois made many shocking admissions concerning the disappearance of prostitute women. He was arrested by the police and charged with murder count of Newmaster. On September 2, 1998, police officers led by detectives conducted a search in Francois’ house thereby discovering bodies of victims hidden in the house (Murphy, 1999).

In October, Francois appeared before Dutchess County Court where he got charged with first degree murder on eight counts, attempted assault, and second degree murder. The Dutchess County Court ruled that Francois was confirmed guilty of the murder cases, leading to his formal life imprisonment (without parole) sentencing. Francois is currently locked up in the Attica Correctional Facility (Murphy, 1999).

Reference

Murphy, A. R. (1999). Drawn into the Light. Yale: Yale Univ. Press.

Beat it is one of the songs that is sung by Michael Jackson

Music

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Beat it is one of the songs that is sung by Michael Jackson and is found from the compilation of the album Thriller. It is the fifth track in the album based on the E minor scale having a time signature of 4/4. The song more of a pop/rock style. Beat it features a 2-bar repetitive rhythm. Besides, the song entails a repetitive rhythm in the bass that tends to vary in the chords for the verse. The chorus of the song is a catchy riff-based groove and is used as the primary force for the song. The song Beat It incorporates a fair use of the dynamics such as the use of forte in the chorus and the eventual change to around the mezzo-piano in verse. The vocals of the song have been provided with an overdub to ensure that the vocals stand out more, making the sound thicker when compared to the rest of the song.

The combination of the vocals with the guitar and the bass leads to the creation of a well-placed harmony to which works well without contradictions and repetition. The driving drum beat has been used to keep the song powerful and sturdy as well. The song has been well composed despite its use of force and has been provided with a very catchy riff, proper use of the dynamics and harmony, but at the same time, the artist’s wide range along with the powerfulness of his voice that can be heard from the chorus have been exposed.

The song has incorporated a good use of harmony and as well the use of very catchy rock that has been based on the riff. The song ‘Beat It’ has featured a repetitive structure that allows the listener to be able to follow the track understanding what is happening in the song. The primary focus of the song is on the vocal side due to the high striking vocals as well as the quick attacking lyrics have been used to express the fact that violence is not right and should not in any way be used as a way of solving things.

Reference

Michael Jackson, Beat It: Retrieved from: https://youtu.be/oRdxUFDoQe0?t=6

A good leader

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A good leader

A football team requires a good leader as their coach for the team to perform well. To be a good leader, the coach must be confident (Fuhr 53). In order for a leader to set direction and lead they have to be confident as a person as well as in their role as a leader. In a team, there are days where things are not going as planned. As a good leader, the coach is supposed to maintain the team morale in such situations. They need to keep up their level of confidence and give assurance to the team members.

A good leader should be committed to excellence. If a leader expects the team to work hard and produce quality, they should act as an example (Fuhr 53). Through being committed, the leader will earn respect from the team and at the same time instill the hardworking energy to the team members. For instance, as a good leader the coach should sometimes do exercises together with the team members. They should able to maintain high standards and be proactive in taking the bar higher in order to achieve excellence in all aspects.

A good leader should know how to communicate with the team members (Fuhr 54). A leader might know what they want to be accomplished in their head, but might find it difficult to explain it to the team members. A good leader should be able to clearly describe what they want the team members to do. The training of new members and creating a good environment depends on how well a leader can communicate.

A good leader should be able to think broadly and be creative (Fuhr 54). In many cases, decisions might not be clear cut. At times a leader might be required to deviate from the main course when making decisions. During critical times, the team will look up to their leader for guidance and hence required to make a decision. As a good leader, one is expected to think out of the box in order to come up with the best decision.

Work cited

Fuhr, D. “Elements of Good Administrative Leadership.” NASSP Bulletin (2009): 53-54. Print.

BEATLEMANIA PROJECT.

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BEATLEMANIA PROJECT.

All great success stories have similarities and one of the stated similarities is that, for individuals to be successful in their particular fields, then they should dedicate most of their time to practicing and perfecting their craft in order to achieve the returns of excellence and brilliance. Gladwell supports the narrative by further stating that an individual can only become an expert only if they put time and dedication into their practice and the time to be spend is 10,000hours of pure practice and putting in the work. The Tipping Point theory, explains that the success of individual is always being driven by something which in most instances is greater than the individuals. The tipping point theory was used to describe why particular artists ended up receiving stellar recognitions, while others that were as talented as them did not or did not get to the top of their careers. Malcolm Gladwell, further highlighted that the Tipping Theory could be fueled by being in the right place at the right time. It can also be defined as strategically positioning oneself for success as well as grasping opportunities that are going to elevate you to higher heights be it in one’s career or in their art. The paper will analyze The Music of the Beatles using The Tipping Point Theory. In the analysis, there will be a detailed discussion on the Beatlemania project the similarities and the differences that were notable in the years of the fame for the group as well as an elaborate discussion on the evolution of the group/band.

The Liverpool rock group popularly known as the Beatles was formed during the year 1960. It was made up of four members listed as John Lennon, Paul McCartney, George Harrison and Ringo Starr. When discussing music today and its revolution, The Beatles is mentioned as having had a very influential role to play. However, the early years of their music career was characterized by struggles and difficulties of different dimensions. Some of the challenges they faced included; discouragements when they could not get what they auditioned for as they were starting off. They were rejected by numerous labels, the Decca Records in particular. Where the director discouraged them by stating that they would not amount to anything in the music industry. Despite that top tier rejection, they chose to remain resilient enough and to particularly bounce back from that diversity and to keep practicing and getting better at what they believed they had down on the inside of them. The Beatles kept the hope of becoming better alive and they knew, perfection could only be obtained through practice and trying again. Giving up was therefore not an option for the band. While conducting an analysis on the Tipping Point Theory and how it was evident in the Beatle’s Band, it is safe to say their resilience set them apart. Resilience as an attribute is seen as the ability and a special characteristic that enables individuals to bounce back from adversity and stress and to excel in whatever it is they put their minds to. When The Beatles obtained negative feedback, that did not meet their personal standards the chose to try again and what is clear in trying again is growth mindset, which chose progress over discouragement. It is therefore through such efforts that the Beatles became the best Band and had their tours all over the world and their popularity grew even more.

Beatlemania is described as a term that can be traced back to the 1960’s, and perfectly describes the crazy fan frenzy towards the British pop rock band The Beatles, especially during the earlier years of their success. Beatlemania was particularly evident when the band got to the United States at the John F. Kennedy International Airport in New York in February 1964, and became common after the Beatles performed in several editions of The Ed Sullivan Show that February. The 1960’s was an important year in the music industry it saw numerous revolutions as well as the success of specific groups like the Beatles. The Beatles were particularly known and loved for their personalities, the beautiful and wonderful musical melodies as well as the overwhelming, heartwarming charisma that graced the airwaves and the crowds could not help it but to love them even more. From the Tipping Point theory’s perspective, it was evident that the Beatles obtained this great support from the crowds they performed to and those that heard them because, they had gone through rigorous training that certainly prepared them to woe the crowds once they got on stage. It is also clear that it was the groups chemistry and the wonderful sense sin their melodies and lyrical contents that made it successful and enabled the band to connect with the population on different levels. 1963 can also be defined as the Year the Beatles found their Voice. During that time the Beatles were growing in popularity in England Particularly. It is the year they also made a debut with the song Please Please Me later followed by their megahit single She Loves You, their second album with the Beatles was released in 1963 and another hit single “I want to Hold Your Hand,”. 1963 can therefore be characterized as the year when it all started. CITATION Col13 l 1033 (Fleming)In 1964, the fanaticism continued and it was when Beatlemania was first notices as the Band arrived at John F. Kennedy International Airport. The arrival of the band and their tour was strategical and the organizers thought it would boost the morale of the citizens since it was after the assassination of President Kennedy earlier that year. Thousands of fans showed up at the airport to welcome the Beatles.

Success did not come easy for the Beatles. They recorded the days they played in Hamburg as their trial by fire. In Hamburg they had their hardest days as well as their hardest nights. Their work schedule was hectic and they could describe it as eight working days in a week. The hardship the band went through while working and playing in Hamburg is what Malcolm Gladwell describes as their Tipping Point. Gladwell’s theory, perfectly revolved around Hamburg particularly during their intense hours of playing and the unmatched effort and the hard work they had to put in in order to become better at their Music. Their living conditions in Hamburg were unbearable but The Beatles stayed the course determined to succeed. They did not have off days and they could work from 8pm to 2am on weeknights, from 7pm to 3am on Saturdays and from 5pm to 1:30am on Sundays. Their work schedule was grueling, but according to the Tipping Point Theory, it is the effort they had at that particular point that put the aside for the success they were to see on the years to come. One of the group’s members confirmed that it was that time at Hamburg that was going to contribute immensely to their success and stardom. John Lennon stated that, the time the Beatles had in Hamburg paid off. John further described how they had to put in their best efforts to achieve the best numbers and to get the best from the gigs they could secure while in Germany. He confirmed that they got better while at Hamburg, their confidence grew and became solid from playing all night long and above all they had to try and to even put their hearts and souls into what they were doing. CITATION Gre18 l 1033 (Williams). All that effort paid off immensely and it is what Gladwell could later use to perfectly elaborate the Tipping Point theory. From their grueling work schedule and not having days off, the only option they had was certainly to become better and better and to also master that art perfectly well which in return they became famous and particularly loved by people and had fans all over the world. Their raise to stardom and moving to play in the United states coined the term Beatlemania.

In my opinion the Beatles music and style went through serious phases of evolution and I strongly believe they had two Tipping Points. That is when they first started off in Hamburg and also during their tour to the United States. The two Tipping Points period were particularly different, as they kept growing in both but it is the efforts of one phase that made it possible for them to shine in the next phase. The band kept on growing and with the coming of technology they took on the innovative approaches and the became sensational and were loved by everybody. I believe music formed their character and their success came from the efforts they put to growing their brand.

Works Cited.

BIBLIOGRAPHY l 1033 Fleming, Colin. “1963: The Year the Beatles Found Their Voice.” The Atlantic (2013).

Williams, Gregg. “How the Beatles Became Really Famous ( The true story You’ve Never Heard).” Your Better Life (2018).

A Good Man is Hard to Find Analysis

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A Good Man is Hard to Find Analysis

The story like no other has no happy ending since the evil prevails at the end. The author uses various literary techniques to convey the message of the story and the characters’ behavior. The story is a clear depiction of Southern Gothic where we see an unusual turn of events and the outlandish characters. The discussion will focus on the themes and other literary styles that the author has used in the tory to pass the message to the readers.

Firstly, will look at the themes in the story. Family is one theme that the author has reflected on, we see the dysfunction family where the family members get on each other nerves. In the family, they are the two kids who have no respect for their elders, the father who tries to take control of the situation but fails, the mother of the children who hardly shared her opinions and the grandmother who cannot help criticizing everything and everyone. Manipulation is another theme that the author has depicted in the story, throughout the story the grandmother manipulates the rest of the family. The story she gave of the old plantation manipulated the children who insisted that their father take them which led to their death, also at the beginning of the story she tried to manipulate his son Bailey from going to Florida but to Tennessee for her selfish interest (pg 34). To convince him he claims that they might encounter a criminal called Misfit who was an escaped convict, however, this does not change Bailey’s mind.

Religion is another theme that the author has shed light on (pg 42). The grandmother tries to appeal to Misfit by praying hoping that her life will be spared, unfortunately, Misfit has given the religion more thought than the grandmother and even questions whether there is any right or wrong. In regards to religion too both the grandmother and Misfit receive race eventually, in the end, we see Misfit saying that “It’s no real pleasure in life” when Bobby Lee a former convict says that killing the grandmother was fun (pg 46). For the grandmother at the end he receives grace after gaining clarity when she attempts to pray so that his life can be spared, he recognizes Misfit as a fellow human being when he claims that he is one of her babies. Despite the grandmother being shot at the end he turns to religions and for Misfit after the story, he seems to result in changing since he cannot derive pleasure from killing. Additionally, conflict is another theme. In the story they are many instances of conflict, in the beginning, we see the conflict between the grandmother and Bailey when she was trying to convince them they should go to Tennessee and not Florida. The conflict between the grandmother and her grandchildren John and June is evident where they tell her she should stay home if she does not want to travel to Florida, another conflict arises when John claims they should go through to Georgia so that they cannot visit it again (pg 35).

Moreover, have prejudice. The grandmother has a prejudice against the blacks, she called them negro in the first case when they see the small boy who she refers to as a pickaninny and continues to say that he could not afford britches after June points out he had none. Also, when giving the story of the watermelon that was eaten by a nigger because it had the abbreviations E.A.T which were the boy’s initials (pg 35, 36). In addition, Red Sam’s wife’s color description clearly illustrates prejudice when the author claims that her eyes and hair were lighter than her skin (pg 37). Lastly, we have materialism, the grandmother says that he should have married Edgar who brought her watermelons since was a wealthy man after buying Coca-Cola stock, also he claims that the Negro boy could not afford everything and lastly, June when the Red Sam’s wife asks whether she could prefer to be her girl.

Also, similes are another literary style that the author uses. In the beginning, we see the mother’s face is compared to be innocent and broad as cabbage and the grandmothers traveling bag have also been compared to be like the hippopotamus head (pg 34). Imagery is another style that the author has used to ensure the readers can figuratively understand the description. He first describes how the grandmother had dressed on the journey and he goes ahead to say that one can know she is a lady immediately from the dressing, he also describes the mother’s children kerchief on her head (pg 35). Also, the description the grandmother uses to describe the scenery on their way makes one feel as if they are on a journey with them, the imagery is also depicted to explain the layout of the Red Sam’s and even a description of Red Sam as an individual (pg 37). The grandmother’s description of the old plantation reflects the use of imagery too and the road that was supposedly supposed to read them to the place.

Moreover, symbolism is another style that the author has employed. At the end of the grandmother’s life, the sky has no sun or cloud and this symbolizes the clear vision that the grandmother had at the end after receiving grace (pg 44). The old plantation that the grandmother wants to visit and described it to ensure her grandchildren would want to go symbolizes the grandmothers revisiting the past and clinging to it since she believes that in the past the people and everything was great; she even talks of how long it used to take them to visit (pg 38). The reference that the grandmother thought that plantation was in Georgia yet it was in Tennessee symbolizes how with time people tend to forget things and the memory in most cases is usually distorted. The author too has used flashback in the story, the grandmother recalls Misfit from the newspaper she had read the previous day while convincing Bailey on the need to avoid heading to Florida, the memories of the plantations and when she is talking with Red Sam about how some years back it was secure and people were great unlike now. Finally, the author uses flashback, where at the beginning Misfit who eventually kills the family is introduce in the story, the grandmother dressing also id used to depict that one can recognize she is a woman if found dead and the graveyard that the family passed depicts a coming death for the family (pg 36).

The use of literary style in all forms of literature ensures that the author’s message to the readers is understandable. The case is also similar to the story where the styles employed have ensured that the characters of all characters have been depicted well and the reason for some of the believes and memories. Unfortunately, the story has no happy ending but the grace that Misfit receives at the end depicts a possibility of him abandoning his past ways.

Works Cited

Mrdoige.Com, http://mrdoige.com/documents/oconnor_aGoodManIsHardToFind.pdf. Accessed 31 Mar 2020.

Life of John Milton

John Milton was born in December 1608 in London. He was brought up at the Bread Street of Cheapside. Other than being a scrivener, his father, Jam Milton Sr. was a real estate investor. The financial affluence of Milton’s family allowed him to achieve education in classical languages initially by private tutors at his home such as called Thomas Young (Duran 218). This was followed by an enrolment into St. Paul’s School in 1620. When Milton joined the school its chief master was Alexander Gill (Duran 218).

In 1625, he joined the Christ College in Cambridge and despite his hardworking nature, he was argumentative and this led into his suspension from the school due to a disagreement he had with his instructor William Chappell (Duran 220). As he was serving suspension, Milton developed an interest in plays which led to his first incursions in poetry. When he went back to college he was assigned a different instructor, Nathaniel Tovey. Despite the change, life in the institution was not comfortable due to the feeling of dislike from fellow students. While at the institution, the students referred to him as The Lady of Christ’s. This was because he concentrated much on his studies withdrawing himself from typical male activities such as sports, and this he refers to in the sixth of his prolusions (Duran 222). Milton had developed a negative attitude towards the curriculum arguing that it was mediocre (Shawcross 60).

When Milton acquired his M.A. at Cambridge, he decided to retire back to his family’s home in London at Horton Hammersmith. While at home he conducted private studies and composed his literary works ranging from poems to prose. One of the reasons why he was reluctant to seek employment was because of the patronage he enjoyed from his father’s investments (Shawcross 61). During this period his poem On Shakespeare was made public with the progression of time, Milton kept developing more literary works and from the time when his first poem was published his L,Allegro and II Penseroso were also published. These companion poems were composed as poetic versions of his prolusions. In 1634, Milton’s first opera Comus, was performed at Ludlow Castle (Lewalski 53-54). The Opera was however published anonymously in 1637 while the background music was famed by the then famous court composer Henry Lawes (Forsyth 67).

Milton’s interest in joining the church as a minister in while in London was negatively influenced by among other factors the sentiments by Archbishop of Canterbury William Laud who by enforcing and establishing ecclesiastical and other religious regulations drew Milton away from the church. One of the best sources on Milton’s perspective on this vocation is Sonnet VII which states reasons for choosing poetry over church ministry (Lewalski 54). The year 1637 can be said to be tragic to Milton since he lost his mother and later his friend, Edward King, through sicknesses and other unpleasant circumstances. His mother dies earlier that year and was buried at Horton. After a few months Milton received news that there was a ship that was wrecked in the seas and his friend King was among the passengers on board who died by drowning. The sad memories of his friend led to the composition of the poem Lycidas which was later published in 1638 as part of a memorial collection in Cambridge (Lewalski 55).

Being a young man with sizeable amount of wealth it was a common thing for Milton and other in the same class as his to occasionally take trips and tours to different countries. Milton made a decision to take a trip around Europe. His tour began in the spring of 1638 when he went to France and met one of the famous scholars of that time Hugo Grotius before proceeding to Italy. Milton’s Italian Journey began in Florentine where he met with the then famous scientist and thinker Galileo who was then under house arrest. As part of his tour, he visited Rome where he became a guest to Cardinal Barberini, who was a relative to the Pope. His friendship with the cardinal enabled him to acquire access to the Vatican library. He also visited Naples where he met Giovani Batista, the famous biographer of Torquato Tasso. In the honour of this great biographer and friend Milton wrote Mansus (Lewalski 55).

When he left Italy he travelled to Switzerland and upon arrival at Geneva, he received news about the demise of one of his friends Charles Diodati back in London. During this period in 1939, there were rumours of looming civil war in England. This made him shorten his tour and he decided to go back to his home in London. As a way of moaning his childhood friend Diodati, he composed a Latin poem Epitaphium Damonis (Duran 222). He then decided to settle in England in late 1939. During this time the civil war was brewing especially under the leadership and the personal rule of Charles 1 (Forsyth 40). By 1940 Milton was leaving poetry to write pamphlets about puritanism as a cause with the right aspects of liberty (Forsyth 41).

Works cited

Forsyth, Neil. John Milton: A Biography. Oxford: Lion, pp. 40-41, 67-68, 2008. Print.

Duran, Angelica. A Concise Companion to Milton. Malden, MA: Blackwell Pub, pp, 218,

222, 224, 2007. Internet resource.

Lewalski, Barbara K. The Life of John Milton: A Critical Biography. Malden, MA:

Blackwell, pp. 53-55, 2003. Internet resource

Shawcross, John T. John Milton: The Self and the World. Lexington, Ky: University Press of

Kentucky, pp. 60-61, 2001. Print.

Duran, Angelica. A Concise Companion to Milton. Malden, MA: Blackwell Pub, 2007. Internet resource.

Marketing Plan

LaMeka Wright

Strayer University

BUS 599

May 19, 2016

Dr. Schulz

Many non-alcoholic beverages can be consumed for all ages. Therefore, it is crucial to ensure that the organization has the best strategies for ensuring that every customer is taken care of. That is, for the elderly, have a particular product that will appeal to their needs like the provision of fruit drinks. This will make sure that they stay healthy and also an excellent means of ensuring that an organization remains on the market (Kotler, 2000). For the middle-aged, beverages like juices also mostly made of fruits would mostly appeal to their needs. For the youths, more focus should be spent on the general outlook of the beverages since they like to try out everything. At this age, they have not yet found what would be best for them be it energy drinks, sodas or even the fruit drinks. By ensuring that the branding is appealing to them would ensure that more and more youths want to try out the beverages.

Likewise, education would be another factor to consider when selecting the organizations target. The reason behind is because there will always be those who insists on looking at the ingredients while others are just watching the name and the overall branding. The level of education is a significant influence, and therefore, an organization should ensure that their beverages can be consumed by the learned person and also the uneducated people. Appealing to the needs of these two groups will be crucial since the organization has to ensure that the product is of excellent quality and also attracts any person with the outlook. (Kotler, 2000) On the other hand, the pricing will affect the target market since the product should be at a reasonable price for the customers.

The prices, however, goes hand in hand with the levels of income. For a well-off community, it would be good to place the prices higher since most of those people affiliate price with quality. For a middle-level community, work on showing them that they are saving their money and therefore have a competitive price with the available substitutes (Onkvisit & Shaw, 2004). In most cases, when branding the product, that is the only time when the organization has to consider the gender since they have to ensure that it will be appealing to both the males and females within the market. When selecting the target market, on the other hand, it will be crucial for the organization to ensure that they have conducted an in-depth analysis of their competitors and their substitutes. This ensures that the organization can be able to come up with the best strategies in which they can deal or have a competitive advantage over their competitors.

The location has always been crucial to selecting an organization’s target market. This is because they have to be centrally located. Meaning that everyone can easily access their products be it the wholesalers and even the customers themselves. This ensures that they acquire timely feedback on their product, and they can take the necessary measures in ensuring that the product integrates with the expectations of their customers. For a beverage organization, the location will ease their fixed costs of transportation and also warehouse since whenever a new batch is manufactured, they can get to the wholesalers on time and have them easily access the products. On the other hand, the location will be accompanied by the infrastructure (Reeder, Brierty, & Reeder, 2011). Even if the organization was centrally located and the infrastructure is inaccessible, it would be of no advantage to anyone. It is, therefore, advisable to ensure that all the infrastructure around the organization is well maintained.

For the organization to be able to identify their competitors, they have to make sure that they have conducted a market analysis to be able to understand all the organizations present. After conducting the market analysis, one will be able to know which organizations are producing their substitutes and also be able to understand their market share. This will also ensure that the organization knows the weaknesses of their competitors are therefore eliminating any threats that they might pose. Since the organization is new, they should be able to ensure that they conduct many promotions to have their product known by the customers. (Singh & Pandey, 2005) And since the product will be of better quality, the customers will end up buying the beverages until the organization can have a stable market base which in return ensures that they have a competitive advantage.

Whenever the organization needs to get their message about their product out, they have to make sure that the message being given is the right message and also that it will be fruitful. To ensure this, they should use the five F’s of strategy (Rudman, 2012). They are focus, follow-through, feedback, flexibility and fun. Focus should always ensure that even when conveying their message, they maintain their organizational focus. On the other hand, the message if aimed at a particular group of customers. Follow-through, on the other hand, ensures that the organization always sticks to their word. That is, Cates TLB we pride ourselves with having a simply all natural, quality NAB that provides energy and stamina in a delicious variety of unforgettable flavors. We provide our customers with quality products as promised. Feedback ensures that the organization maintains the best feedback policies available such that their customers can easily get back to them. Flexibility ensures that the organization can be able to meet all the required deadlines while fun lastly involved the organization participating in other co-curricular activities.

Marketing vehicles are the means of getting the information to the target audiences or customers. For the youths, a beverage organization would preferably go with social media. This is because most of them are on the social sites, and when they see such a beverage product on the site, they will get the urge of trying it out. On the other hand, use of television commercials is another fruitful and resourceful marketing vehicle. This is because most organizations have television sets placed in the hallways or even waiting rooms. Paying for advertisements in these sites would be another capable marketing vehicle.

References

Kotler, P. (2000). Marketing management. Upper Saddle River, N.J.: Prentice Hall.

Onkvisit, S., & Shaw, J. J. (2004). International marketing : analysis and strategy. New York: Routledge.

Reeder, R. R., Brierty, E. G., & Reeder, B. H. (2011). Business-to-business marketing : analysis and practice. Boston: Prentice Hall.

Rudman, E. (2012, May 21). The Five F’s of Strategy. Retrieved from Entrepreneur Mag: http://www.entrepreneurmag.co.za/advice/business-leadership/strategy/the-five-fs-of-strategy/

Singh, A. K., & Pandey, S. (2005). Rural Marketing. New Delhi: New Age International.

Marketing plan for Black Timing Chip

Introduction:

Black Timing Chip is a Race Management Service. This firm is planning to launch a national level race service by not only popularizing the different races but also by making it widely acceptable with high levels of charisma in marketing the races and also by using higher visibility for participation in these races by educating and creating awareness of the same .

Marketing plan for Black Timing Chip

Marketing plan of any company is prepared and operated at tactical and strategic level. The strategic marketing plan defines target markets and products or services that will be offered by the company on the basis of value perceived by the customers. All these activities are carried out on the basis of an analysis conducted to find out best available market opportunities. On the other hand, tactical plan describes marketing tactics i.e. product features, merchandising, promotion, pricing, distribution channels, etc. These planning are implemented at various levels of organization, monitoring results, and taking corrective actions on any deviation from the predefined objectives (Kotler, Keller, Brady, 2009)

The target market:

This is an untapped market with very few people even being aware of what the company is planning to sell. Hence the whole population especially the youth will be the definite target . The chances of making money legally are very high. This is the concept that has to be driven into the minds of people as this is just a race and not gambling or speculation .One has to participate in this event to win .

Since these events of obstacle races are extremely difficult and very tough, people who take part in them must be very gutsy and willing to participate. This is the challenge and this should be the marketing philosophy. Consumers will look at the product because every human by nature is adventurous and likes to take up very tough challenges. The motivation that more and more people should participate in such obstacle races is what is targeted at.

The market convictions:

The market is a definitely ripe one. People want to take off on some adventure every weekend. An opportunity to be adventurous and gutsy is in the neighborhood and so participation of local people will definitely be there. The market conditions are still in the initial stages with such races not being so popular but as more and more awareness and promotion for such events are done this craze will definitely catch the people’s eyes. Presently the financial sector is the most typical market for such races. The people who have participated have said that it has been a tremendous stress buster after being in their hot seats for five full days.

This is the message that needs to go around. The market is broad and there is no demographic segmentation of the market. The niche segment has not yet been established.

The consumer behavior is what decides the success of this venture. The market has to be an adventurous fun loving one. There are no dangers in these races as has been proved. The race just costs a few dollars in registration fee and a good pat on the back if people are able to overcome the obstacles. There is no prize money but a sense of achievement. This is what the consumer needs and hence the race is open to all.

The competition is just beginning to catch on. The races are already held by few clubs as organized events. The Black Timing Chip can bring in more participants through its online registrations and logistics distribution of racing events. The firm is now developing software that will allow for people to register for such races from wherever they are and also allow them to participate in nearest towns where Black timing Chip has such events being held. Since the market is largely empty, the untapped space could be the competitive market for the firm.

The firm has an elaborate highly personalized event management campaign design not only to attract participants but also to improve enrollments. The event mangers and participants are all those who have already taken part in such races hence, they hold events in a very personalized careful manner speaking to participants and getting their confidence.

Conclusion

A simple marketing plan is what s required for the firm. This simplicity will attract customers as the message is clear and bold .Simple fun adventure and elation of spirits is what the company will offer to its market.

References:

Kotler Philip, 1997, Marketing Management: Analysis, Planning, Implementation, and Control, Ninth Edition, Prentice Hall, U.S

Kotler Philip, 2000, Marketing Management, 10th Edition, Prentice Hall, USA.

Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T, 2009b, Marketing

Management, 1st European Edition, Pearson Education Ltd, Harlow.Kotler, P. and Keller, K.L, 2006, Marketing Management, 12th Edition, N.J. Pearson Education Inc, Upper Saddle River

MARKETING PLAN TEMPLATE (Replace this line with your title)

Marketing Plan Template (Replace this line with your title)

Contents

Executive SummaryCompany ProfileMarket Segmentation & TargetingSituation and Company AnalysisEthics and Social ResponsibilityMarketing Information and ResearchCustomer Decision-Making ProfilePositioning and DifferentiationBrandingMarketing Mix (4Ps)Product StrategyPricing StrategyPlace: Distribution StrategyPromotion: Integrated Marketing Communications StrategyBudgetAction PlanRisk FactorsAttributions

Executive Summary

Buffalo Wings is a franchise that offers both food and drinks and is a sports bar. Being that most restaurants do not actually sports, then one is likely to face close to no competition. With signature dishes, sauces and wings and having an actual sports atmosphere, the franchise will attract many people. An analyses of the economic and market analyses proves challenges an organization may face. The restraint should be able to integrate itself in the community and create its own niche and not force itself in the market. While staying true to the spirit of sustainable business practice and social cooperate responsibility, the company aims at being able to give back to the community especially when it comes to sports. In running a marketing strategy, the aim is to attract more customers and this may be done through better brand placement and positioning. Promotions will target major sporting events loved by the Americans as well as it should appeal to the sports-fan between the ages of 18 and above.

Company Profile

Buffalo Wild Wings

Restaurant Industry

Headquarters: Minneapolis, MN USA

Year founded: 1982

The number of employees: 3,400

Annual revenue (estimated): 2 billion

Major products and/or services: Wings, beer, sauces

Target customers: Sports fans, video gamers, trivia fans

Distribution channel(s): Local Buffalo Wild Wings distributors

Key competitors: Applebees, Olive Garden, Chili’s.

Link to website: https://www.buffalowildwings.com/

Link to Yahoo! Finance information page (for public companies): https://finance.yahoo.com/company/buffalo-wilds

Market Segmentation & Targeting

For decades, people have stated to love fast foods. Buffalo wild wings thrives at quenching the thirst for a cold soda on a sunny weekend out and also serves tantalizing wings and fries, with fast and excellent service customers get satisfied and happy.

Our core targets include youngsters, singles, and those currently enrolled in college and high school. The family unit is also a target for the business; it shall appeal to families with young children. The business will also target both genders with a little skew towards male teen customers because of they are likely to drop by for bites to fuel them for the rest of the day.

The business targets young Minneapolis citizens as the main market. The premise is situated in a prime location where they meet and hang out after school. Due to vigorous extra curricula activities among Minneapolis young people, they often have their meals in malls where buffalo wild wings is located and they tend to flock the premise after school.

The secondary market segment is the working Minneapolis population. with a number of shopping malls in Minneapolis the number of people who may rely on fast foods is quite high and hence making that population a segment to be targeted by Buffalo Wild Wings. Minneapolis is also a known tourist destination and hence tourists make the third segment of the potential customers who may flock Buffalo Wild wings.

Buffalo Wild wings plans to majorly focus on serving the youngsters and teenagers in Minneapolis. the group has been selected because they are the most frequent customers and hence Buffalo Wild Wings has a goal to be the “Extraordinary fast foods place.” and we trust that right target segment that will steer the brand is the youngsters and teenagers. The teens stick to the pocket friendly dishes and in return, they save the company as the cost on budget is reduced and the profit margins go up.

Situation and Company Analysis

Potatoes are readily available in the United States hence the basic material for the business will be easily obtained. The kids are also given sufficient amount of money by their parents to purchase their food and hence they will certainly opt for fast foods. Lifestyle changes are also influencing consumer purchases, their food and entertainment choices. the changes taking place in the economy include, the professional class has immensely grown meaning individuals have some disposable income that they are willing to use.

Technological advancements in the industry have also been seen and as a result, advertising value addition and even improved customer experience and satisfaction as well improved delivery services are some of the benefits that come with technological advancement. Technology has undeniably made everything easier.

For the business to operate in Minneapolis, it certainly has to get the appropriate documents from the licensing authorities and clearance for the health department because it deals with foods for human consumption. Political environment is stable and hence the company will thrive due to the political stability.

SWOT Analysis

HELPFUL Ideas HARMFUL Concerns

Internal Strengths

Helpful experienced Owner-Operator

Limited competition in Minneapolis

Ability to sale products online and do deliveries

Highly visible website Weaknesses

Products can be quickly offered by competitors

High Operation Cost

Limited Flexibility Pricing

External Opportunities

Continued expansion for online sales

Ability to grow and develop online stores

Acquisition of additional rounds of capital

Advancement in technology and the new innovations that ensure the business operates smoothly

Possible advancement and sale of the business Threats

Changes in regulations that can impact the business

The business products are sold by competitors

Costs continually increase as the company increases

Mission, Objectives & Goals

Our main goal is to be one of the most successful restaurant with the best wings in Minneapolis.

Objectives

To establish a presence as a successful local fast food outlet and gain a market share in USA’s food industry

To make Buffalo Wild Wings a spot for mall-goers

To expand into a number of outlets by the third year

Goals

Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition

Control costs at all times

Sell the products that are of the highest quality

Provide 100% satisfaction to our customers and maintaining the level of excellence services among other competitors

Encourage the two most important values in food industry; brand and image, as these two ingredients are a couple of main drivers in marketing communications

Get access to high-traffic shopping malls near the target market

Promote good values of company culture and business philosophy

Ethics and Social Responsibility

Current Status

First thing that the organization is doing is encouraging a clean environment. Being a diner where people can carry take out, they are encouraged to bring back the plastics because the company has partnered with a recycling company. This is to ensure that there is less disposal of plastics in the environment. The organization also has a youth sports team that teaches the children how to succeed in the field as well as life. The company offers both the gear and the transportation needed ensuring even children from underserved community participate. The Eat Wings Raise fund has been a vital campaign in donating funds that help youth sport, military family and disaster relief efforts.

Recommendations

Doing away with plastics especially for dine outs as people are less likely to return plastics back to the shop

Consumer education on how consumerism affects environmental pollution such as disposal of large position of foods

The organization should do food drive for the homeless.

Improved customer care services as servers need to be more friendly to customers.

Marketing Information and Research

Research Question

The most important question the organization is trying to answer is what the needs and wishes of the target customers are.

Information Needed

The kind of information needed to make useful marketing decisions include; what do the target customers think of Buffalo Wild Wings? The question tries to answer what the organization can do to encourage the customers to consume their products the more and to encourage others to do the same. A question to the already existing customers is also important in a bid to understand their product or service knowledge and how often they consume the product/service and what they think about the products/service. It is also necessary to ask those who prefer other brands that their reasons are, answer their questions in a satisfactory manner, and end up winning them to your side. Asking about the products that sell the most is paramount, as well as understanding the products that grow in decline and those that are receiving the best rates and referrals.

Research Recommendations

The necessary information about the business can be acquired by conducting a research where the study population will be the target customers. Another source of information would be from personal experience and knowledge, when employees really understand the markets, then they are in a position give the relevant information to steer the business forward. Regular data from the existing customers can be another source of information and the person tasked with collecting information should be persuasive and very imaginative.

Customer Decision-Making Profile

Identifying the Customer and Problem

Identifying the customer and the problem is arguably the most powerful marketing strategy and tool, it enables the decision makers to ensure that marketing is effective because the customers are identified and considered and decisions on how their satisfaction will be obtained is made. the best strategy to be utilized is segmentation. a segment is defined as a group of people with similar needs and are also a part of the general market. The division of the market into segments enables the business to reach its important customers effectively and to efficiently provide the products and services.

Factors Influencing Customer Decisions

Customer decisions to purchase a product or service are influenced by a number of factors. One of the factors is geographical; in this case, the location of the customer influences their buying powers. In the urban areas for example, customers tend to consume a lot of fast food because of their busy schedules and the lifestyle in the city. Personal and demographic factors also play a greater role in influencing the purchasing power of customers. Male teen often purchases fast food because they do not give much thought to their bodies like their female counterparts. The family unit also may be a contributing factor; young families may often have taken-outs because fast food thrill children and their parents may give in as they try to make them happy.

Reaching the Customer

The enterprise will focus on reaching the customer by using the example of successful business enterprises also it will ensure they do not at all cost tamper on the quality of the products and the services they are offering. Consistence is another important strategy in getting to the customer and the availability of a variety where the customer can choose.

Positioning and Differentiation

Competitive Advantages

Buffalo Wild wings has a competitive advantage over its main competitors it may focus on having a unique product and the best dipping sauces something their competitors might not be doing. it is important to also adopt an enthusiastic culture in the business as well having friendly staff that reflects the company’s culture.

Market Niche and Positioning Strategy

Positioning strategy also enables the decision makers to understand where the customers think about the business and that information will help the organization to improve on the delivery of services and the communication of the improvements to the customers. Market Niche is a strategy that the organization must hack. it is important for the organization to ensure it places its products and offers the service in the right place.

Positioning Statement

The position statement leads in making and planning the marketing activity. The positioning statement will be to increase customer awareness in the locality. every strategy and effort will be geared towards getting the customers to know who Buffalo wild wings are.

Repositioning Considerations

Yes, I do not recommend brand repositioning because it gives a company a new face and most people will often want to be associated with a brand new thing. Repositioning will help the company to be able to implement consumer needs and it is a better way one can beat competition easily.

Branding

Brand Description

The aim is to establish a distinct brand that will certainly stand out from the competitors. The logo is to be eye catching and distinct.

Brand Promise

The fries will be made by 100%fresh potatoes and with the best prices in town.

Brand Voice and Personality

Brand is excellently Delicious.

Brand never compromises on quality.

Brand Positioning and Strategy

There shall be a grand opening in a central place and colorful banners bearing the distinct logo will be displayed. A particular place in the mall will be the tester market and the most delicious wings prepared and letting out the aroma of freshly fried fries inviting people to taste the products.

When marketing information and analysis is appropriately done and the most appropriate information obtained it sets the business way above its competitors and it is safe to say Knowledge is Power against competition.

Marketing Mix (4Ps)

Product Strategy

Online Doctor deals with prescription and over the counter medication from renowned brands across the globe, the products are accompanied by a service and is at the introduction stage of the product life cycle. Allowing customers to interact with medical staff and doctors to interpret the prescription notes will go a long way in fitting the general X and Y market-a demographic that craves convenience.

•What level of quality and consistency does the offering have?

Doctors that can see patients online and recommend simple drugs for simple ailments and follow up reminders to ensure clients follow the dosage present the quality of the services which guarantees consistency.

•How many features does it have and can they be removed or added?

Online medical assessments

Repeat prescriptions

Free delivery

Fast selling brands

Medical devices

All these features of the business are essential and would not be removed, however, over time delivery will be expanded to cover more regions of the country and ultimately introduce services to external markets.

•How well does your product or service deliver what the customer values? How can it improve?

Repeat precisions are excellent after service.

Online prescriptions by physicians if they deemed fit is also a service the consumers consider critical.

Improvement can come in the form of more diversification in medical and medical devices brands and more investment in expensive drugs.

•What improvements would help your offering compete more effectively?

Low prices will go a long way in increasing competitive power.

The ability to deliver further than towns near the warehouses will mean venturing in areas the competition is yet to reach. Revenues from these areas will be useful in employing measures that suppress the competition.

Pricing Strategy

The medical products sold on Online Doctor are market standards that require low pricing sourcing to cover for the deficit created by free delivery. Exemplary customer service offsets any thought of expensive prices in the minds of consumers. Competitors are large established e-pharmacies with high prices because of the trust they have generated over the years and the effect of dealing with things branded premium.

•How sensitive are your customers to changes in price?

Customers are in search of ways to fill their prescriptions without using the tedious way of seeing a doctor. And because they consist of a young general of white color workers there is not much strain about the price.

•What revenue you need to break even and achieve profitability?

$175,000 is the amount required to breakeven.

•What does the price say about your product in terms of value, quality, prestige, etc.?

The product definitely elicits the feeling of prestige and offers tremendous value in terms of location and quality. The medicine and materials are sourced for renowned with generic ones branded as such to ensure the client is aware of the decision they are making.

Place: Distribution Strategy

The products are distributed from two warehouses located in Chicago and Joliet. There are no intermediaries and the companies supply chain is made of the supplier, the company, and the consumer. There are no actual disconnects but having small retailers use our online platform to sell their products is an incredible opportunity that is yet to be utilized. The business looks to venture into bulk buying to sell to retailers at wholesale prices. These retailers can sell on the platform or their stores and also sell their products separate from those offered by Online Doctor on its e-pharmacy platform.

•What are the best distribution channels and methods for you to use, and why?

The main distribution channel although indirect constitutes the manufacturer, online doctor, and customers because the e-pharmacy platform began as a retailer and wishes to maintain the status. Some products will be sold to retailers in wholesale to widen the company’s portfolio and inventory.

•Will you have a retail outlet and if so, where will it be located?

There is no physical location for the retail outlet. As an e-pharmacy, the business is located online. However, there are two warehouses in Chicago and Joliet as well as offices and server centers where all operations will be carried out. Contact with the customer will happen through the internet.

•In what geographic area(s) will your product/service be available?

The services will be available in Wisconsin, Kentucky, Michigan, Iowa, Indiana, Missouri, and Illinois. These are all states that border the state of Illinois where the warehouses are located. Plans are available to expand to other states with time.

Promotion: Integrated Marketing Communications Strategy

Approach

The global market for pharmacies have an annual customer base of 40 million with half that number looking for drugs online and the number is still growing and Online Doctor wishes to grow with them. The penetration strategy that includes selling at the cost price, which will be below the selling price of the competition, goes a long way in advertising the business. An initial opening ceremony will be the beginning of the marketing strategy where people will gather to celebrate the business’s inception. The business will rely more on video ads on social media and video platforms such as Facebook, Instagram, and YouTube. The importance of this is that these sponsored ads are accompanied by a link to the platform where the consumer by one click immediately interacts with the platform. Word of mouth marketing will be enhanced by providing incentives for clients that will bring referrals. Direct marketing will be applied to medical conferences and seminars. Traditional marketing including newspapers, TV, and radio commercials will take a small portion of the marketing strategy but will not be ignored entirely. Flyers and brochures will be put in strategic places such as the shops of partnering retailers. The business will also be listed in the yellow pages since the platform has also gone digital.

Goal

The primary goal of Online Doctor’s marketing the customer base at an annual rate of 5% in the first year and 7.5% in the following years and to create a long-term professional relationship with its clientele. The idea is to get a client and retain them. The campaign will target younger people between the ages of 25 to 40 who are active on the internet and seek services that are convenient like purchases that are delivered to their doorstep. Ads in traditional platforms such as the TV, radio, and newspapers will target older people from the age of 55 who require certain drugs for comorbid diseases as well as medical devices.

Messages

Message: Having trouble handling your dosage, get the prescription and a manager.

Message pillar: Some people are heard saying they would rather get an injection that deals with swallowing pills regularly because they tend to forget.

Proof point: re-prescription is a simple reminder through message alerts.

Call to action: Buy drugs on a platform that reminds you when it’s time to use them.

Promotional Mix and IMC Tools

Digital Marketing

Advertisements on popular blogs and application developed for mobile phones