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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

Lies my teacher told me

Name

Prof

Institution

Date

Lies my teacher told me

James W. Loewen is a sociologist who spent two of his years studying and surveying American history. After his study, he came up with a book entitled “Lies My Teacher Told Me”. He found out that the American history is only plain misinformation, blind nationalism and bland optimism (Loewen 56). Americans had a wrong perception about the civil war and the confederacy. Americans have not had time to go through the history, and they have a negative attitude about it especially high school students. James in his book identifies the main point which is deceptive and inaccurate teaching told about American’s history because of ignorance and lack of enough information. History is based on factual recordings without any modification. James argues that many scholars do not have facts and information critical for writing history books, articles and teaching materials. The writers must therefore carry out rigorous research, mine data extensively and trace the analogies of events to be able to know how the events began, the movers of the events and how they shaped the American history.

James criticizes modern American History because it is shallow and deceptive. An example of an event that he points out is the Christopher Columbus which gives incorrect history regarding the dealings between the Native Americans and Europeans. They mainly offer deceptive history concerning American commerce in slavery. He says that most of the historians in America elevate American historical figures to become heroes hence giving students a false impression about American History (Loewen 367). The historians emphasize on the position of slaves during the colonial period. James says that there is much information on American History apart from slavery that should be taken into consideration.

James Loewen confirms that Americans have lost touch with their History. History is no longer memorable and interesting in learning institutions. He says that all the books that have been published have outright lies and omit the aspects of conflict and passion about the American History. Most of the books have dropped all theaters about World War II. This is the basis of a clause in racial equality. The Hiroshima and Nagasaki bombs have been left out. The Nagasaki of the World War just as the wars in Iraq and Vietnam has greatly damaged the American reputation internationally. Many historians leave out the facts about the devastating effects of the wars and how millions died in the process. James does this by restoring the American History to its position and giving real information about American History (Loewen 145).

In his book, James Loewen shows how in high school students do not have any interest on learning History. They consider it as an irrelevant subject, and they do not attach any interest to it. They consider it as a boring subject which lacks sense. Most of the students have a negative attitude about the subject. Subjects like Mathematics and Sciences are taken seriously compared to history. Teachers have also lacked interest in teaching the subject thus making the subject more boring. History should be taken seriously, and writers are supposed to show how history connects with the modern life and modern situations. Loewen in his book connects this appropriately. He gives the accounts that are missing in other textbooks.

The accounts written in James Loewen book are clear, and they do not have any form of deception. He gives information about the Native Americans. The lies that James Loewen bring out is the backwardness of Natives to the extent that they did not understand land as property. Natives classified as uncivilized and who do not uphold civilization standards. James shows the way Natives are pushed into reservations and at the end killed because they were unable to live in a civilized society. He brings out the truth by saying that Natives were originally farmers and even taught Pilgrims how to carry out farming. Additionally, natives clearly understood land property right the only difference was in the ownership (Loewen 212). Where land was owned by the tribe, there was no individual ownership of land.

As most of the historians claim that lack of civilization was the main reason that the Natives were wiped out of the society that is not the main reason. According to correct history, it is clear that most Natives did not have American citizenship. They did not have full rights as American citizens. Thus, it was easy for whites to take them in courts and acquire their property. It was not easy for them to stay in place where they did not have full rights as citizens. Some of the whites killed them out rightly because they did not have any right as Native Americans. They were not even recognized by the government at any point. Multiracial society could also work because there are states in America where natives and whites lived peacefully (Loewen 98). Thus, natives had the right to have American citizenship and get the rights that go with it.

I agree with the author’s opinion that modern American history is full of deception, though not entirely. Most writers have left out some important aspects of the American history. History as a subject is not accorded full support even by teachers in the modern society. Records have shown that when students list their subjects history comes last. They consider it as irrelevant and they are not ready to take it seriously. It is important to note that history reveals how we got to this point thus it is very important. Most of the writers do not use present to illuminate the past (6). That is why history to most of the students is boring because it does not apply to the modern life. The author argues that scholars should be ready to write the truth concerning history so that they can give a clear picture on the American History. History is nevertheless very crucial in helping the students understand the past happenings and events in their countries. It is factual that failure to know the history of a country may lead to repetition of the acts. Education should be objective and tell history as it is without any distortion of facts. The author however managed to effectively introduce scholarship into the argument. While the author generally accuse all the teachers for their failure to teach the correct history, his assertion that the history of America has been doctored is not entirely correct. The purpose of education is to act as an eye opener, while the learners use the acquired knowledge to carry out more researches and inquiries about their country’s history.

Work cited

Loewen, James W. Lies My Teacher Told Me. Columbia: Simon and Schuster, 2007. Print.

A five day diary towards water treatment

Student’s Name:

Institution:

Introduction

Wastewater treatment plants are facilities made store and process waste from homestead industries as well as companies which substances that appear harmful to any part of the environment, as well as human life. The main importance of wastewater treatment is to allow human and industrial discharge to be disposed of without distorting human life and harming the environment (MEED, 2008). The following is a five day diary towards water treatment. Day 1

To meet the growing sewerage infrastructure demands, Abu Dhabi sewerage Service Company has adapted a large scale development plan to curb the problem of sewage disposal. The project was officially initiated in 2008 and is planned to end in 2015, but two major planets have already been completed. The entire project is carried out with an investment of US$1.6 billion provided by Al Etihad Biwater Water Company. The design is important for Abu Dhabi as it part of the development plan which is meant to accommodate the increasing release of waste product from the city. The objective of the plan of the Strategic Tunnel Enhancement Program is to help incorporate sustainable solutions, avoid interruption of Abu Dhabi settlers and their businesses, as well as be consistency in planning so as to achieve their 2030 goal.Day 2

It is noted that the Emirate’s population growth has placed a very heavy load on the capital’s sole sewage treatment plant in Mafraq. It received more than 450,000 cubic meters of wastewater daily, which is almost twice its designed capacity.(MEED, 2008) This prompted the Abu Dhabi government to come up with the Strategic Tunnel Enhancement Program, which entails the construction of four sewerage plants, Al Wathba and Allahamah being the first ones to be built. These two facilities, Al Wathba and Allah amah, are designed to treat 300,000 m3/d and 130,000 m3/d of sewage to a rigorously high standard respectively.

Day 3

1.6 meter diameter pipeline conveys the al wathba 2 sewerage treatment plant. The entire length of the pipeline was running from Mafraq sewer treatment plant to the Al Wathba two sewer treatment plants at a depth of 18 meters below ground level. Also, it involves the construction of 41 meters of deep sewer tunnel, 43 km of supply tunnels, and one underground pumping station at Al Wathba with a pumping capacity of 30m/s compared to the many pumping station in the previous plants system. (Lawrence, 2011)

Construction works involve monitored excavation done by machines that create tunnels and joints the without digging. The built tunnel is well protected with concrete to avoid breakage or damage. To minimize construction impacts and disruption of the natural environment at the time of construction, both the link sewers and the tunnel are being built using the general Trenchless technology where no digging is involved. The deep tunnel sewer has been made such that it can sustain itself, thus requiring very minimal operation and maintenance. Also to permit the future inspection of all the deep tunnel sewer, access is provided through the use of remotely operated vehicles along the routes of the deep tunnel sewer. The additional corrosion protection that has been added increases the life span of the tunnel to 80 years.Day 4

At the head works, a structure treatment cycle was installed, which entails preliminary, primary and secondary treatment for biological nutrient removal followed by filtration and disinfection. Firstly, the sewage flows through fine screens, which remove particles with a size larger than 6mm. From there the sewage is delivered in large tanks for grease and grit removal, where sand, stones as well as broken glass settle down in the interior of the tanks. Bottom residue is collected as the settled matter and delivers it into containers for disposal while suspended residue as oil and grease from the sewage is drained off. This is the preliminary treatment stage. (Lawrence, 2011)

Sewage from the preliminary stage is then delivered to three primary settlers which remove most of the suspended solids using Veolia Water’s Multi-Flo treatment system. From the primary treatment, it is channeled to secondary treatment where majority of BOD-5 and Ammonia from the wastewater are removed. This process is done through Activated Sludge Process and Clarification. The Activated Sludge process is a duly biological process that uses microorganisms to convert organic and certain in- organic matter from wastewater into cell mass. Its main aim is to remove dissolved organic matter and nitrogen from the sewage. Clarification helps separate the solids from the liquid phase of the mixed liquor and removes organic sludge from the floor.

Tertiary treatment of water is the last treatment process that exists within the sewage treatment plant. It makes sure that wastewater is always treated so that it duly complies with the regulatory standards for use of treatment effluents for irrigation purposes. It involves two processes, filtration and disinfection. Dual Media Filter is put into use for the filtration process. The filtered and treated effluent is disinfected through injecting Sodium Hypochlorite. Once the wastewater has passed through all treatment stages, it looks into the regulatory standards and it can be considered as recycled. The recycled water is pumped to a reservoir with a capacity of about 50,000 cubic meters, where is is distributed to the consumers used as water for primary irrigation purposes in Abu Dhabi.(Lawrence, 2011).Day 5

The solid end product is poured into 14 drying beds whereby sun will be used to evaporate more than 80% of its moisture. Approximately the plants produce 135 tonnes of sludge per day, of which most of it is used as compost under the supervision Abu Dhabi sewage service. The Special Purpose Company which is in partnership with the main construction company is fully committed to protecting the environment at all times. In the long run, environmental management system gets implemented to monitor any environmental impacts I the entire Lifecycle of the project. Strongly emphasize has been laid on minimizing the carbon footprint and optimizing the electricity consumption on the sewage treatment plants.

In conclusion, the Abu Dhabi sewage services company plans to educate future generations about the importance of such critical developments. Plans are afoot to create a museum charting both its construction and ongoing operations. Further benefits will be the creation of 80 full time jobs to run it. While an environmental sensitive reclaimed land project, rich in indigenous flora and fauna, it is designed to transform the land scale around the facility. The four new sewage treatment plants process more than 800,000 cubic meters of waste daily.Reflection

Water shortages have been described in terms of inadequacy, but there is an assertion by researchers that people have no safe water for drinking. Water security has been an important issue in Asia for a long time. Maybe there has been no other such important issue apart from oxygen to this area of the world. As the population growth of the area continues to rise, the demand for water is rapidly increasing without an increased supply of the commodity. Many countries in Asia have begun experiencing issues ranging from moderate to severe water shortages. This has been brought about by effects connected to agricultural growth, urbanization and industrialization.

Researchers opine that the water security is becoming affected continually by weather patterns that are erratic and other weather phenomena. Some countries in the region have experienced droughts that have been severe in the sense that they have caused food insecurity and threatened the long term shortage of food.

There have been growing concerns in the area about the increased competition over shared water supplies and resources. For example, Singapore is dependent on cooperation. In South Asia, there have been deep rooted conflicts over fresh water and has strained relationships between Bangladesh and India and Pakistan and India. If the situation remains in the way of diminishing and degraded freshwater resources, it has a high possibility of resulting to internal instability among nations and give rise to interstate conflicts.

The supply of fresh water across the world is not infinite. A large amount of about 97.5% is salty and is contained in seas and oceans. 2.5% of the remaining water is mostly trapped in glaciers and ice caps. This leaves only one percent of fresh water at the disposal of the world. For example, in Asia, there have been a drop in water supply to people and the annual water supply sometimes is as low as 1,700 cubic meters per person. Thus, it is evident that most parts of Asia are currently facing chronic water shortages.

References

Water Problems of Central India. Retrieved from: HYPERLINK “http://library.fes.de/pdf

files/bueros/zentralasien/50116.pdf” http://library.fes.de/pdf

files/bueros/zentralasien/50116.pdf on May 7. 2013.

Asia’s water crisis needs urgent fixing. Retrieved From:

http://www.thejakartaglobe.com/archive/asias-water-crisis-needs-urgent-fixing/ on May 7, 2013.

Water resources in Asia: Changes and Challenges. Retrieved

from: http://nationalgeographic.com/archive/…/14/…/waterresources.html‎ on May 7, 2013.

Asia facing water crisis. Retrieved from: www.abc.net.au/news/2013-03-14 on May 7, 2013.

Al Wathba Veolia Besix Waste Water-PJSC. 2010. Al Wathba 2 And Allahamah: Water

Treatment Plants. Abu Dhabi

A Focus on Smartwatch Retailers Strategies

Marketing to Gen Z: A Focus on Smartwatch Retailers Strategies

Problem background and Statement

Perhaps the most fundamental change in how businesses market themselves to attract, engage, and keep customers and workers was brought about by the Millennial generation. It was tough to fathom the Millennials since they were unlike any previous generation before them. In truth, most businesses are just now discovering how to market to Millennials and work with them (Dash, Kiefer, & Paul, 2021). Marketers are having trouble figuring out how to reach out to Generation Z. Marketers will have to work extra hard to meet the needs of Generation Z, which seeks more customized marketing. Despite the fact that Gen Z and Millennials share many characteristics (Francis & Hoefel, 2018), engaging this generation will be significantly more challenging and will need a whole new set of marketing strategies. Generation Z is just entering the workforce and will soon have a large impact on the wearables and smartwatches market (Kamble, Desai, & Abhang, 2021), so now is the best time for manufacturers of wearable gadgets to spend in getting to know them and designing and testing branding and marketing strategies and campaigns that will attract their attention and gain their business (Dehghani & Kim, 2019). Gen Z is only getting started in the workforce, but it will eventually play a huge influence in how businesses make purchase choices. Brzeziński and Gwiaździński (2020) highlight that members of Gen Z are not only good at finding information, but they know exactly what they need in electric products. Gupta et al. (2021) advices wearable companies to show Gen Z target audiences how a business can help them right away for them to notice it. Personalizing content is the only way to attract Gen Z’s attention, gain their trust, and persuade them to choose a product over the next (Kang & Jung, 2021). Many companies that sell to other businesses may struggle to overcome Generation Z’s need for increased B2C interactions in the wearables market (Gregor & Gwiaździński, 2020). Hyper-personalization, predictive marketing, and retargeting, which have shown to be efficient in B2C marketing, will continue to make their way into services marketing (Francis & Hoefel, 2018). Focusing on a smartwatch retail business, it follows that marketing practices targeting Gen Z users will need to improve their data collecting abilities and learn more about the habits and preferences of this consumers in order to make data-driven decisions that improve the effectiveness and accuracy of brand communications, marketing content, and marketing campaigns.

Presentation of Research: Secondary Findings

Gen Z is driven by a strong sense of purpose. This suggests that they wish to partner with businesses, individuals, and brands that have the same goal of making the world a better place and do business with them (Francis & Hoefel, 2018). Customers who are members of Generation Z, also renowned for their tendency to mistrust others, will have higher expectations of companies. They will anticipate that companies will be transparent and accountable (Munsch, 2021). If a firm’s Gen Z clients believe that the claims made by the company to be untrue, the company may no longer have any hope of earning their confidence. In point of fact, it would be quite challenging for any organization that aims to attract Generation Z to recover from this scenario successfully. It’s possible that marketing to them will be more difficult than marketing to previous generations (Dobre et al., 2021). Even the most successful IT organizations have trouble luring customers in the millennial age bracket. Recent studies have shown that firms like Netflix, Instagram, and Facebook are having a hard time drawing in consumers from the Gen Z demographic (Schlee, Eveland, & Harich, 2020). They were brought up in a manner that was distinct from the generations who came before them. As a result, people use things in a variety of different ways. As a direct result of this, conventional marketing methods do not enjoy the same level of success as they formerly did. Because of this rapidly increasing population, everything we thought we understood about advertising is changing, and marketers need to stay up with the changes.

Gen Z consumers do not find it strange that marketers adjust their marketing based on data collected from users, in contrast to many previous generations. This group intentionally trains their algorithm by clicking, viewing, admiring, and sharing information that they would want to see more of (Williams, 2015). Customers must find the user interface to be attractive in order for them to make frequent use of their accounts. Brands have the opportunity to learn more about the preferences of their younger consumers by conducting polls on social media platforms such as Twitter and Instagram. When marketing to Generation Z, a company will see an increase in sales and conversions proportional to the degree to which it is able to be particular.

It’s possible that in order for Gen Z consumers to compete in the present market, one of their goals and strategies should be to provide a variety of products and services. Personalization could be able to take service quality to the next level by ensuring that the business has a strategy that meets the expectations of Gen Z customers (Schlee, Eveland, & Harich, 2020). There are two methods to differentiate a product, the first of which is to provide it more variety, and the second is to give it more complexity, both of which are essential components of the process of designing and delivering the service. Differentiating oneself from the competition may be accomplished in a number of ways, including carrying out exhaustive market research, using digital technologies into the service process, and surpassing the expectations of the customer. The only way for businesses to be successful in today’s market is for them to have an understanding of what Gen Z consumers want and how they like to shop (Song, Qin, & Qin, 2020). For instance, premium clients belonging to the Gen Z generation need a totally individualized experience. They take pleasure in purchasing items that are relevant to the pursuits in which they engage. On-the-spot transactions make up the vast majority of their business. This encompasses everything from different marketing efforts to different means of shopping both online and in-person.

Presentation of Research: Primary Findings

From the interviews conducted, it emerged that a company that has the goal of attracting Gen Z clients must first accept the challenge of exceeding the expectations of its existing customers. According to the findings of the survey, shoppers in the Gen Z demographic expect companies to act immediately upon making a promise and accomplish precisely what they say they would do. Customers who are part of the Gen Z generation also place a significant amount of weight on the opinions expressed by a friend. Customers of Generation Z have high expectations for wearable retailers to not only meet but also exceed their requirements (Kang & Jung, 2021). It is essential to not only consider how relevant the content is, but also the surrounding circumstances and the manner in which the advertising message is conveyed. The act of giving each piece of marketing communication its own distinct identity in order to make it more successful as a whole is known as personalization. This makes it simpler for individuals to communicate with one another, demonstrates and rewards consumer loyalty, and contributes to the growth of trust. When marketing to people like me, companies should “look me in the eye,” “turn the interactions” into an interesting, “mutually beneficial” dialogue, and avoid the “commercial monologue” that is typical of traditional marketing. These are some of the most important phrases that were mentioned by those who were interviewed. It is unethical to use statistics to influence the public and transform reality into a product; doing so is a certain method for customers in Generation Z to steer clear of a particular firm for the rest of their life. For instance, the use of fabricated statistical and numerical data in the automotive sector about the impact that exhaust fumes have on the surrounding environment is something that ought to raise a warning signal for any consumer who belongs to Generation Z. Businesses have a responsibility to be aware of the fact that clients belonging to Generation Z are very knowledgeable about technology and are capable of doing independent research on a variety of different aspects of marketing.

Analysis of Problem with Consumer Behavior Theory

Customer Relationship Management is derived from relationship marketing. It’s a term that describes the measures a company takes to locate and establish connections with new consumers while also maintaining and enhancing relationships with existing customers. Personal ties may also provide a firm with a competitive advantage that is greater than that provided by other considerations. In order to gain market share and revenue, conventional marketing focuses on servicing big groups of clients in specific locations (Priporas, Stylos, & Fotiadis, 2017). Customer relationship management, on the other hand, may help with relationship marketing in an attempt to better understand the Gen Z consumer (PrakashYadav & Rai, 2017). Thanks to technological advancements, it is now feasible to gather data on a bigger scale, which can subsequently be utilized to adapt sales presentations to each individual. Businesses may get to know their consumers better and learn more about their requirements and priorities when they employ CRM. Both of these factors have the potential to raise the value of each consumer.

Personalized marketing is the concept of integrating consumer information with technical tools to create connections between a company and particular individuals who are in the firm’s target market. A stream of information personalized to a specific client based on his or her age, ethnicity, gender, sexual orientation, requirements, and preferences is referred to as “consumer communication” (Guerola-Navarro et al., 2021). Personal marketing makes use of data to figure out who a consumer is so that a product may be tailored to their requirements or preferences (Zerbino et al., 2018). Because of technological advancements and the capacity to gather more data than ever before, personalization in marketing is at an all-time high. The ability to identify a consumer based on their previous activities, preferences, purchases, and other personal information is critical to the customization process. This demonstrates that the customizing process is geared toward the customer. People create digital traces when they perform things online. Businesses may use these imprints to create client profiles and market more effectively. People’s names, lists of friends, where they are right now, and demographic information are often included in these digital trails. Large databases and the accumulation of digital footprints about consumers’ habits and actions on many websites allow for sending each client precisely what they want (Tunsakul, 2020). Firms can connect with their Gen Z audience more precisely and increase the likelihood of a long-term engagement by demonstrating that they understand their habits and wants.

Changes in marketing have resulted in a more customized approach that tries to engage with Gen Z clients. As a result, it is critical that organizations exercise extreme caution and consider the unique characteristics of each consumer. As a result, if smartwatch companies want to generate as much money as possible, they must approach each relationship individually (Gupta et al., 2021). According to Dobre et al. (2021), CRM is also about determining what consumers’ various wants and priorities are so that you can engage with them. Because it is now simpler to get and retain information, smartwatch companies have a better understanding of how Gen Z customers behave. More information may also provide additional advantages, such as increasing competitiveness and minimizing costs.

Strategic Marketing Mix Recommendations

If the product idea that supports the marketing mix is incorrect, even the most effective marketing mix method may fail. The success and profitability of a retail business are inextricably linked to the quality of the smartwatches and other accessories it produces. The first stage is to do a comprehensive examination of a smartwatch’s capabilities, excellent attributes, and advantages over its rivals. An investigation of the competition may assist a company in identifying aspects that set its goods apart from those of its competitors and should be emphasized in marketing materials. Market research is another tool that businesses can use to learn more about the features of their goods that appeal to Gen Z clients.

Any pricing point for a product must generate a profit for the firm, as well as cover all associated expenses and allow for an acceptable profit margin. Then it’s a question of looking at comparable items on the market, their price points, the prices that the target market is ready to pay, and figuring out how to use price’s psychological power to establish retail pricing. Psychological pricing strategies are a kind of pricing strategy that takes human psychology into account. The last digits of selling prices are often odd integers, such as .99. It’s likely that electronic things targeted to Gen Z will someday be considered luxury items, while clothing and accessories will be significantly less expensive.

It is suggested that retailers that offer smartwatches concentrate their efforts on both online and in-store sales. Customers who purchase electronic devices, such as smartwatches, are more likely to engage in online communication with other platform users and purchasers of other items (Dehghani, Kim, & Dangelico, 2018). TikTok, Snapchat, and YouTube are some of the most effective methods to communicate with Gen Z clientele since they are online platforms. If this is the case, selling directly to customers via retail websites by mail is a viable option.

Promotion is the process of selecting various methods for advertising a product as well as determining how to identify and differentiate that product in the market. People sometimes confuse promotion with marketing; however, without a product, price, or location, choosing the ideal promotional mix that avoids wasting both time and money may be challenging. A wristwatch retailer should have a separate landing website, run Facebook advertisements, and create Instagram reels if they want to attract Gen Z customers.

References

Brzeziński, J., & Gwiaździński, E. (2020). Wearable Devices in digital society: Recognition, use of and readiness for use by young consumers. Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie, 48(4), 13-25.

Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of business research, 122, 608-620.

Dehghani, M., & Kim, K. J. (2019). The effects of design, size, and uniqueness of smartwatches: perspectives from current versus potential users. Behaviour & Information Technology, 38(11), 1143-1153.

Dehghani, M., Kim, K. J., & Dangelico, R. M. (2018). Will smartwatches last? Factors contributing to intention to keep using smart wearable technology. Telematics and Informatics, 35(2), 480-490.

Dobre, C., Milovan, A. M., Duțu, C., Preda, G., & Agapie, A. (2021). The Common Values of Social Media Marketing and Luxury Brands. The Millennials and Generation Z Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2532-2553.

Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12.

Gregor, B., & Gwiaździński, E. (2020). Wearable technology in the perception of young consumers. Marketing of Scientific and Research Organizations, 36(2), 61-76.

Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R., & Sendra-García, J. (2021). Customer relationship management and its impact on innovation: A literature review. Journal of Business Research, 129, 83-87.

Gupta, M., Sinha, N., Singh, P., & Liébana-Cabanillas, F. (2021). Instagram Advertising among Young Consumers in Wearable Fitness Trackers: The Moderating Role of Technology Acceptance Factors. Journal of Global Marketing, 34(5), 411-432.

Kamble, A., Desai, S., & Abhang, N. (2021). Wearable Activity Trackers: A Structural Investigation into Acceptance and Goal Achievements of Generation Z. American Journal of Health Education, 52(5), 307-320.

Kang, H., & Jung, E. H. (2021). The smart wearables-privacy paradox: A cluster analysis of smartwatch users. Behaviour & Information Technology, 40(16), 1755-1768.

Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10-29.

PrakashYadav, G., & Rai, J. (2017). The Generation Z and their social media usage: A review and a research outline. Global journal of enterprise information system, 9(2), 110-116.

Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381.

Schlee, R. P., Eveland, V. B., & Harich, K. R. (2020). From Millennials to Gen Z: Changes in student attitudes about group projects. Journal of Education for Business, 95(3), 139-147.

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.

Tunsakul, K. (2020). Gen Z consumers’ online shopping motives, attitude, and shopping intention. Human Behavior, Development and Society, 21(2), 7-16.

Williams, A. (2015). Move over, millennials, here comes Generation Z. The New York Times, 18, 1-7.

Zerbino, P., Aloini, D., Dulmin, R., & Mininno, V. (2018). Big Data-enabled customer relationship management: A holistic approach. Information Processing & Management, 54(5), 818-846.

Basic Research Concepts Qualitative, Descriptive, and Experimental Research Designs

Basic Research Concepts: Qualitative, Descriptive, and Experimental Research Designs

Student’s Name

Institution Affiliation

Course Name and Code

Professor’s Name

Date

Question 1

According to Imed Bouchrika, a research design is a framework containing the methods and procedures for collecting, analyzing, and interpreting data. It outlines how an investigator would approach the main research question. Furthermore, a research design defines other elements of a study, including hypotheses, variables, statistical analysis, experiments, and methodology.

One characteristic of a good research design is that it is neutral. A research design must be neutral because it allows researchers to analyze and interpret data that are free from bias. Secondly, a good research design is valid. A valid research design is important because it ensures that the techniques and tools for measuring results are fit for the job and allow the correct measurement of the study results. The third characteristic of a good research design is that it is reliable. A research design should be reliable to create an opportunity to form a basis for collecting data and analyzing results. Lastly, a good research design can be generalized. Notably, a research design should be generalizable so that it allows the researcher to cover any part of the study with a similar measure of accuracy.

The main difference between research design and research methods is that a research design is logical while a research method is logistical. This means that a research design is a plan, while the method is the way to realize that plan.

Question 2

One of the three most important characteristics of a qualitative research approach is that it includes a small sample to allow the investigator to collect narratives, interview responses, texts, and stories and analyze these data to generate patterns, themes, or reasons why a problem or a phenomenon exists. Secondly, a qualitative research approach utilizes an inductive way, commonly known as a bottom-up approach, to reach a conclusion. Thirdly, in a qualitative research approach, data is recorded in textual format from interaction with and observation of subjects.

I can locate an example of qualitative research in my annotated bibliography. An example is:

Weinberg, I., & Ronningstam, E. (2020). Dos and don’ts in treatments of patients with a narcissistic personality disorder. Journal of personality disorders, 34(Supplement), 122-142.

In this qualitative study, the authors use secondary qualitative data to identify the guiding principles in effective psychotherapies of patients suffering from Narcissistic Personality Disorder (NPD) and describe cautions against common pitfalls.

Question 3

One important characteristic of a quantitative research approach is that it uses numerical data or data that can be easily transformed into usable statistics. The second important characteristic of a quantitative research approach is that it utilizes a larger sample population. Thirdly, a quantitative research approach entails determining the strength of, or presence of, a relationship between variables of interest in a study.

An example of quantitative research from my annotated bibliography is Alexander, M. B., Gore, J., & Estep, C. (2021). How the need for power explains why narcissists are antisocial. Psychological reports, 124(3), 1335-1352.

In this quantitative study, the researchers examine the relationship between narcissism and antisocial behavior with the mediating role of the need for power. The authors use a large sample of 408 subjects.

Question 4

The three important characteristics of true experimental research are that they involve random selection of subjects, random assignment of participants to groups in the study, and the researcher’s complete control over the extraneous variables in the study.

An example of true experimental research is:

Gangadharanđ, S., & Venkatesanē, L. (2021). Effect of Yoga on Somato-Vegetative Symptoms of Menopausal Women and its Association with Demographic Variables among Yoga and Non-Yoga Groups. Nursing Journal of India, 112(5), 225-232.

In this true experimental research, the researchers sought to determine and compare the impact of yoga on somato-vegetative women’s menopausal symptoms before and after administering Yoga between Non-yoga and Yoga groups to compare the somato-vegetative menopausal symptoms after the test with the chosen demographic variables in two groups. The study was true experimental research comprising both control and treatment groups.

Question 5

A qualitative research design seems to best help address my currently proposed research question, which seeks to uncover how narcissism contributes to antisocial behavior in men. A qualitative research design is ideal for this study since it is utilized to comprehensively understand the underlying reasons for a problem. Thus, this research design will allow me to uncover the reasons for antisocial behaviors in narcissistic men.

Basic Windshield Survey- Sentinel Town®

Lucreshia Jackson

American Sentinel College of Nursing & Health Sciences

Dr. Teri Logghe

20th September 2022

Basic Windshield Survey- Sentinel Town®

After touring Sentinel Town, I collected information about the area and the community living there. I found the geographical area of Sentinel Town to be a rural community. The overall population in this town is 609 people. The town has people of different ethnic groups. The group that comprises the majority of the people in this town is the whites who make up 91.8% of the total population, the Latinos follow with 7.6% of the total population, African Americans at 2%, and the least population is that of American Indians at 0.3%. To break this down further, the population of Sentinel City comprises 599 whites, 46 Latinos, 12 African Americans, and 2 American Indians (Sentinel, 2022). The majority of this population is between the ages of 24 to 44 years which is 24% of the total population. Further breakdown of the population is that those below the age of 5 years constitute 3.6% of the populace, those between the age of 18 and 24 at 7.5% of the population, those between the age of 45 and 65 years at 23.2% of the population, between the age of 65 and 84 years at 21.8%, and those beyond the age of 85 years constitute 1.5% of the total population (Sentinel, 2022).

The average household income in this town is $27,024 while the median family income is found to be $35,625 annually. 73 individuals in this town live below the poverty level which is estimated to be 12% of the total population (Sentinel, 2022). There were no statistics with regards to unemployment levels or unemployment which means that these rates are low in this town.

Sentinel town consists of a very small community with four dirt roads surrounding the whole town. There are also two streets in Sentinel town with the major streets that go up through the interior of the town and with poor street lights, no sidewalks, and with potholes. There were also bridges across the local river that enabled the residents to cross over. The town is also surrounded by mountains and hundreds of acres of farmlands. At the center of Sentinel town are historical buildings like hotels and SMEs that are poorly structured. One of the hotels is said to have been structured in the year 1935. I could observe many pickup trucks, a gas station, a school, a single general store, a wood mill, a single produce stand, and a single furniture store that seemed to be running out of business.

I could not see so many children on the streets but there were many adults. I did not see stray animals in the streets but I could observe many animals while taking the tour such as horses, dogs, skunks, pigs, and cows that were in the yard of their owners. I also observed a single church that looked to be non-denominational.

The overall social and health services of Sentinel Town are poor. The town has a single clinic, Sentinel Health Clinic which closes at 5:00 pm and does not offer weekend hours. Therefore it has limited hours of service. There are no other medical facilities such as doctor offices, wellness centers, hospitals, and urgent care. Therefore, in case of emergencies, the residents would travel to Sentinel City to seek medical care. There is no pharmacy locally and the town depends on the General store that has some over-the-counter medications for assistance. Home Grown health services also provide mobile medical assistance twice at the beginning of each month, every Friday and Saturday at the beginning of the month. The fire department is composed of part-time volunteers who help in emergencies which leads to delays in providing emergency services by around 30 minutes since the volunteers have other jobs.

As I continued with the survey, I noticed that there were fewer apartment complexes in the town. There were however many single-family homes which most were in a good shape but some needed masonry attendance or some paintings. I could not notice any destructed property or houses abandoned. There was a trailer park present in the town whose population was earning around $20,000 annually (Sentinel, 2022). There was also a huge farm that is located just outside the town. There are a few community spaces like parks, a single café, and a single grocery shop. There are also a few trees along the streets and a few road walks. The main hangout neighborhoods are the local church and the schoolyard. The main means of transportation is by use of a car since there is no public transportation in the town and with the roads being unpaved, the residents can’t use bikes or other transportation means. Therefore, the Sentinel town community lacks the recreation and community spaces that would help them in their recreational activities.

The air in this town is not polluted and the residents can access clean water. There are also many cases of burglaries since the street lighting is poor. After a stop at the Sheriff’s office, I accessed some of his file reports and the report indicated a total of four robberies and at least seven cases of aggregated assaults in the previous year. The report also showcased that the town lacks the disaster response plan that is readily available. The town lacks firemen and EMT specialists. However, this town does not seem to be disaster-prone as the Sheriff’s report indicated no reports of disasters.

This rural town is also limited in opportunities for economic growth which in turn affects the accessibility of its residents to healthcare. Some of the residents are not able to afford basic things like shelter or food. Other factors that contribute to the health concerns of these residents are the clinic not being open during the weekends and no local pharmacy. Health concern in this town is therefore linked to the health disparity within the target population as the town has not had enough resources to provide healthcare services that are adequate to the residents. The community is the one that provides the solution to this problem. For example, the local clinic provides medical resources and the local church provides the room for community gatherings and other activities. Therefore the church and the clinic are the only health-promoting places in Sentinel Town.

The largest health concern in this town is diabetes with most of the services being focused on treating the condition. Cancer follow-ups and treatment also have the most referrals in the Sentinel City hospital. There are also many concerns among the residents due to increased alcohol and drug abuse and also increasing problems concerning mental health. Controversial matters provided through reports from local sources include neglect and lack of immunization of the children, especially among the immigrants into the community. Minor injuries are the main contributor to the visits to emergency departments.

My target population in this town is children under the age of 5 years who constitute 3.6% of the total population in Sentinel Town (Sentinel, 2022). The major health concern among this age group is the lack of immunization. According to the 2021 health report By WHO, the number of children that were completely vaccinated had increased by 5 million children as compared to 2019 (WHO, 2022). Another health concern of this target population is the lack of space in the town for recreational and exercise activities for these age groups. According to a report by CDC, physical exercises help reduce chronic diseases among children, build endurance and strong muscles, and improve their memory and attention. The town, therefore, requires campaigns to address these two concerns

The tour to Sentinel town, therefore, provides me with the knowledge and the skills to the analysis of the link between the community demographics and health concerns. This will therefore equip me with the skills of analyzing my community and coming up with issues of concern that need to be fixed and improved.

References

CDC. Health Benefits of Physical Activity for Children. Retrieved 21 September 2022, from https://www.cdc.gov/physicalactivity/basics/adults/health-benefits-of-physical-activity-for-children.htmlSentinel, C. (2022). Getting on the bus: evaluation of Sentinel City® 3.0 virtual simulation in community/population health clinical placement. International Journal of Nursing Education Scholarship, 17(1).

WHO. (2022). Immunization coverage. Retrieved 21 September 2022, from https://www.who.int/news-room/fact-sheets/detail/immunization-coverage

Life and educational history of James Weldon Johnson

James Weldon Johnson was born in the year 1871. He was a great artist who wrote several songs and poems in the late eighteenth century. James Weldon Johnson was born in the city of Jacksonville in Florida. In his life periods, he attained several major achievements in life. Weldon was born of a father who was a headwaiter in one of the luxurious hotels in the city of Jacksonville, Florida (Johnson and Rudolph, 47). Other than being a headwaiter, Weldon Johnson’s father was a schoolteacher in one of the schools in the city of Jacksonville. This made Weldon Johnson to undertake his studies in the City of Jacksonville. Weldon finished his high school studies in one of the institutions in the City of Jacksonville, Florida upon which he was admitted to Atlanta University.

After graduating from Atlanta University, Johnson Weldon got the job of being a principal in one of the former schools that he had learnt. As a principal, Weldon progressed with studies. He took further studies in law, a fact that made him be admitted to the Florida Bar. It is of critical importance to highlight the fact that alongside the academic achievements, Weldon Johnson was also a gifted artist. He wrote several songs, poems and other literary works. It is prudent enough to note that his art of composing songs started way back in the eighteenth century. In the year 1900, Weldon Jackson wrote the song was titled “Lift Every Voice and Sing” (Johnson and Rudolph, 74). Weldon Johnson’s brother by the name John Rosamond, in the school event that was scheduled to celebrate the birthday of Lincoln, set this song to music.

Following this, the song gained remarkable popularity and was later on declared the “Negros’ National Hymn” by the National Association for the Advancement of Colored People. However, in the year 1901, Weldon Johnson went to visit his brother who was living in New York and stayed with him there for a while. In their stay, they composed and wrote more songs with the Broadway Shows (Johnson and Rudolph, 59). Five years later after joining his brother in New York, Weldon Johnson gave up the issue of songwriting in a move that saw him become a United States Consul in the country of Venezuela. However, three years after being posted to Venezuela, Weldon was later transferred to Nicaragua. This was in the year 1909. That is the time Weldon Johnson started writing about his novel. This was in form of an autobiography and it was entitled “Autobiography of an Ex-Colored Man”. The book was published in the year 1912 following a unanimous approval.

In the autobiography, James Weldon Johnson tells of a story of a young biracial man by the name Ex-Colored Man. This story majorly dwells on the racial prejudices as well as the discriminations that befell the blacks in America from the eighteenth century. The songs that characterize this autobiography are those full of paradox of race and color as was experienced in the earlier days of America (Johnson, 39). The songs depict a sense of encouragement in the perception of the readers, as well as, the fictitious subjects who were the victims of racial discrimination. The people being referred to in the autobiography, though in the form of a fictitious story, are the Black Africans who found their roots in America. At the time, racial prejudice was so strong in America. This brought a major drift between the blacks and the whites. The blacks were so much alienated and regarded as mentally inferior. The general perception of the whites in America was that the Black Americans had relatively low mental capacity to aide them in progressing in life. This was quite evident in the way Weldon Jackson descried some instances when the blacks were discriminated upon.

The story centers on a major character just referred to as “Ex-Colored Man”. This offers a paradox of reason in determining the balance of perception on the issue of racism relevant to Ex-Colored Man. This follows that the main character, Ex-Colored Man, is a man who claims a biracial origin (Johnson, 56). He is a white by skin color but black in descent. In this regard, it is quite had to tell where the man belongs with regards to race. However, the Ex-Colored man is shown to embrace the issue of being a white more than that of being a black or a Nigger. This follows that he never wants to identify with the racial stigmatism that is hurled on the blacks. This is evident when the Ex-Colored Man passes to become a white. The main character, the Ex-Colored man is depicted as a person who values the sense of individualism. He never wanted to associate so much with the fact that he was partially of black origin. It seems as if this was contributing a lot towards causing some form of annoyance. He did not want to associate so much with the blacks since he considered them also less superior. A good example is depicted when Weldon was discussing with him on the way and generalizing his speech.

” I, in referring to the race, used the personal pronoun “we”; my companion made no comment about it, nor evinced any surprise, except to slightly raise his eyebrows the first time he caught the significance of the word. He was the broadest minded colored man I have ever talked with on the Negro question. He even went so far as to sympathize with and offer excuses for some white Southern points of view. I asked him what were his main reasons for being so hopeful. He replied, “In spite of all that is written, said and done, this great, big, incontrovertible fact stands out,–the Negro is progressing, and that disproves all the arguments in the world that he is incapable of progress. I was born in slavery, and at emancipation was set adrift a ragged, penniless bit of humanity. I have seen the Negro in every grade, and I know what I am talking about. Our detractors point to the increase of crime as evidence against us; certainly we have progressed in crime as in other things; what less could be expected?.” (Johnson and Rudolph, 36)

The fact that black man raises eyebrows when Weldon used the personal pronoun “we” referring to the black leaves a lot to question. It means the Ex-Colored Man did not want to associate with the blacks following the inequities, discrimination and racial prejudice that have befallen them since they found their way to the United States. This is also depicted in his ironical talk when he describes the possible outcomes associated with progresses made by the Blacks in life (Johnson and Sondra, 56). Any progress made by Negros is seen as an opportunity geared towards causing social harm in the future. This is too controversial and depicts a high degree of racial prejudice as well as racial discrimination.

It is of crucial importance to highlight that music always plays a critical role in enhancing knowledge amongst individuals. Music may be used to inform people on certain things. In addition, music can be used to rebuke certain wrongdoings of different individuals within the society. Moreover, music can take the role of offering encouragement to the individuals who may be oppresses with certain situations in life. Several music always have certain tunes that are quite enlightening (Johnson, 36). Moreover, some tunes and lyrics are always full of the grievances shared by the populations forming the environment in which the composition draws basis. Such may involve tones of grief, rebuke, appraisal and discrimination. It is of critical importance to highlight the fact that regardless of the content of the music, most music are always composed with regards to the current or emergent situations as well as the oppressive histories that the population may have underwent.

Other than the oppressive histories in the past, music can also dwell on the constructive histories, thereby enlightening the listeners as well as informing them of the way things should be done. It is an indisputable fact that there are different forms of music. Some of these forms of music may include rap songs, gospel music, pop music as well as blues (Johnson, 56). In addition, the other forms of music include jazz and ragtime. Jazz and ragtime are some of the music types that draw their roots from the African Americans in the United States of America. These forms of music came in to the music industry following the oppression that the Black Americans or the Negros underwent when they were in United States in the earlier days.

There are several similarities that exist between the music in the Autobiography of Ex-Colored Man by James Weldon Johnson and that of “The Blues I am playing” by Langston Hughes. The music in the autobiography of James Weldon is of three different forms. First, the similarity comes in the forms or types of music used in the two autobiographies. There are secular music, ragtime and jazz forms of music. These two individuals use these forms of music in different ways (Johnson, 36). Both James Weldon Johnson and Langston Hughes, in order to shun the form of racial discrimination and prejudice that the Negros underwent in the earlier times when they were in the United States of America, use these forms of music. The songs bring a sense of enlightenment and sensitization concerning the historical injustices that faced the black race in the United States.

In concern to the above, it is of critical significance to highlight that Langston Hughes bears the greatest responsibility of brining to existence the Harlem Renaissance in the African-American literature (Hughes, 32). The tunes of the songs, rhythms as well as composition in Langston Hughes’ music, “The Blues I am Playing” brings a form of genre that depicts the life of Negros with some form of cultural development (Johnson and Rudolph, 46). It is of crucial importance to note that the two types of music namely the jazz and the blues characterizing the music of Langston Hughes are the major elements enveloped in the Harley Renaissance. However, on the contrary, the major forms of music that characterize the works of Weldon were the jazz and the ragtime (Johnson and Rudolph, 47). In his artistic works, a number of music have been composed by Langston Hughes that portray his sentiments, feelings and opinions on the issue of oppression, discrimination and racial prejudice that the Black Americans underwent.

The music touches on the racial discrimination that the white Americans practiced on their fellow black citizens (Johnson and Rudolph, 74). Hughes Langston issues a strong sense of criticism on the forms of oppression that the Black Americans underwent in the United States. He provide several evidences in the music “The Blues I am Playing” that shows the issues and realities that his fellow Black Americans faced within the American society (Johnson, 36). The music portrays that the racial oppression, prejudice and discrimination against the Black American people was evident and became extremely dominant in the twentieth century. Langston Hughes succeeds to bring his sentiments through the music by bringing in two women characters namely Oceola Jones and Mrs. Dora Ellsworth (Hughes, 32). These are the two main characters in his artistic work in the music “The blues I am Playing”. Dora Ellsworth in her part is depicted as a white American. She is still at her middle age and is already a widow. On the other hand, Oceola Jones is depicted as a Black American who is of African origin (Johnson and Rudolph, 51). Both the women had shared different perspectives with regards to marriage. The white woman, Mrs. Dora, becomes upset at the fact that Oceola wants to get married, thereby trying to discourage her.

On the same note, James Weldon Johnson also depicts a strong sense of racial prejudice, discrimination and oppression in his music autobiography entitled “Ex-Colored Man”. He depicts several forms of oppression and injustices that the blacks underwent in the earlier days in America under the hands of the whites. The oppression, discrimination and racial prejudice were so dominant that even in schools, the blacks and whites had two different groupings (Johnson and Rudolph, 71). In addition, even conversation between blacks and whites was hampered following the strong sense of discrimination that the blacks were subjected to. James Weldon Johnson’s music majorly dwelt on two forms namely jazz and ragtime. He majorly used these forms of music following the fact that they gained prominence and fame amongst the people of America who were his major subjects in writing the songs (Johnson and Sondra, 56). With this advantage, he gained the opportunity of sharing his sentiments and opinions with regards to the issue of racial discrimination, racial prejudice as well as oppression. He used this opportunity to enlighten the people on the several cases of racial prejudice that was subjected to the Negros in America. This helped in informing the people of the negatives that were associated with the issue of racial prejudice.

Works Cited

Top of Form

Hughes, Langston. The Blues I’m Playing: A Story. New York: C. Scribner, 1934. Print. Bottom of Form

Johnson, James W, and Rudolph P. Byrd. The Essential Writings of James Weldon Johnson. New York: Modern Library, 2008. Internet resource.

Johnson, James W, and Sondra K. Wilson. Along This Way. New York, N.Y: Penguin Books, 2008. Print.

Johnson, James W. The Autobiography of an Ex-Colored Man. Radford, Va: Wilder Publications, 2008. Print.

Marketing Plan for Relaunching Brewed Coffee A Case of Maxwell House

Marketing Plan for Relaunching Brewed Coffee: A Case of Maxwell House

Introduction

Coffee, which is known by a variety of names in different parts of the globe, is quite popular. According to the most current numbers compiled from simply the general population of the United States, each day, Americans consume a total of 400 million cups of coffee, which works out to an average of 3 cups per person (Vest, 2021). One thing is for certain, coffee is here to stay, and it is good for business. Whether one thinks of it as a routine drink, a means to wake up in the morning, or simply a way to relax, one thing is definite that it has many uses. Coffee businesses like Maxwell House have made a fortune from the love people have for coffee. Even then, some of the products have failed to pick up in the target markets. Organizations like Starbucks, Tim Hortons, and Dunkin’ are examples of the largest multinationals dealing with coffee and coffee products (O’Keefe, DiNicolantonio, & Lavie, 2018). The aim of this marketing plan is to detail the reasons – through the analytical lens of the marketing environment – Maxwell House brewed coffee failed.

Description of Business, Product and Target Customer

In terms of the overall business, Maxwell House Coffee continues to be a major player in the global coffee industry. One of the subsidiaries of Kraft Foods, which is the parent business of General Foods Corporation, is responsible for the production of the Maxwell House brand of coffee. The Maxwell House Hotel, located in Nashville, Tennessee, provided the inspiration for its naming, which occurred the same year, 1892 (University of North Florida, 2010). Up until the late 1980s, it dominated the market as the most sought-after kind of coffee in the United States.

On the product under review, Maxwell House Ready-To-Drink Coffee was first introduced to the market by General Foods in the year 1990, a significant amount of time after Mr. Coffee’s initial conception and just before to the meteoric rise of Starbucks and other major competitors (O’Keefe et al., 2013). The distinct packaging of Maxwell House could be found in the cold storage area of the shop. It offered a new method to experience the full flavor of Maxwell House Coffee that was simple to use and it came with a lot of great perks.

The target consumer of the product for Maxwell House Coffee was very specific. Launched in a period where coffee products were only begin to gain popularity, the Maxwell House Ready-To-Drink Coffee targeted the entire household as the key consumer. Freese (2021) notes that a majority of coffee businesses selling off the store coffee products target households and offices in a bid to reinforce the coffee drinking culture. Maxwell House Coffee was hoping for a significant penetration of the household category of consumers.

Why the Product Failed? Marketing Environment Analysis

A. STEEPLE

Social People’s actions in the coffee industry are greatly influenced by the many economic circumstances (Keiko, 2018).

Maxwell House failed to act on when consumers had more disposable income to spend more on goods that enhance the quality of their lives.

Another concern was the expansion of the coffee drinking population growing up in an era of domestically brewed hot morning coffee (Heng, House, & Kim, 2018), which Maxwell House failed to segment properly.

Technological The headquarters of Maxwell House Coffee were located in a nation that had an advanced technology infrastructure (Keiko, 2018). When a nation’s infrastructure for technological advancement is robust, this made it difficult for the new product to be accepted since it was associated with failure.

Economic The capacity of businesses in the coffee industry to achieve financial objectives is directly impacted by a complex collection of circumstances referred to as economic considerations (Higgins et al., 2018).

High economic growth rates, on the other hand, make it simpler to spend money (Seninde & Chambers, 2020), a factor that Maxwell House overlooked in a time where spending in the economy was high.

Environmental The concept of a closed-loop and the circular economy quickly became the standard in a number of industries as well as the coffee sector.

When an industry has strong institutional backing, recycling and reusing materials may become more simpler practices to implement. In a similar fashion, citizens of several nations participate actively in the recycling process.

Political At any point throughout the year, governments may alter the tax policies and trade regulations that are in place (Chen et al., 2019), which in turn may alter the environment in which businesses operate for the coffee industry, a situation that has been observed with various import-export policies between China and the United States.

Because it is distributed in so many different regions, Maxwell House Coffee is exposed to a greater number of political, structural, and systemic issues.

Businesses in the coffee industry need political stability since it has an impact on the confidence of both customers and investors, which Chen et al. (2019) note has a broad variety of repercussions for the economy.

Legal Businesses like Maxwell House Coffee were able to operate with less risk when they properly adhered to the regulations governing intellectual property.

Better operations in the industry was due to the fact that their patents are shielded from being duplicated, which provides them with a durable edge over their competitors.

Ethical Bean prices versus the retail prices

Pricing to match costs of production versus profitability

B. Porter’s Five Forces

Competitive Rivalry

For starters, Maxwell House Coffee confronts severe competition from other brands. Maxwell House Coffee faces competition from the brewing business, food service sector, and coffeehouses since it sells coffee in addition to other drinks and food. Potential competitors include Nescafe and Lavazza (de Figueiredo Tavares & Mourad, 2020). It might be a major franchise like Costa Coffee, or a tiny mom-and-pop establishment. Restaurants and bakeries like Greggs, Starbucks, and McDonald’s Cafes are featured in this category. There is fierce competition since so many enterprises compete in the same market. Finally, there is more competition since switching providers is inexpensive. Due to the availability of coffee shops in the region, customers may easily swap coffee shops in the morning. To conclude, Maxwell House Coffee confronts fierce competition due to its numerous competitors, limited product selection, and low cost of switching brands. This shows a high degree of competitiveness in the industry.

New Entrants

Starting a business like Maxwell House Coffee requires little upfront capital. Prices may vary depending on whether the new firm wants to construct a single coffee shop or a large coffee chain. Smaller coffee shops generally have lower costs for supplies, labor, and space than major coffee companies. As a consequence, new boutique coffee shops and other businesses may more easily compete with Maxwell House Coffee. To build a bigger network of coffee shops, though, one would need to invest much on branding (Brizek, 2012). They’d need to invest money on supplies, personnel, and facilities, but also on a plan to outperform a worldwide coffee shop chain or brand like Maxwell House Coffee. This would be on top of the other fees. In conclusion, the low costs of starting a company like Maxwell House Coffee and the high costs of building a brand make new competitors a little danger to Maxwell House Coffee. New competitors pose a moderate danger to the company.

Bargaining Power of Buyers

Changing service providers is easy and inexpensive for Maxwell House Coffee customers. Because there are so many places to obtain coffee, switching coffee shops is as simple as going to a new one first thing in the morning. It is easy for customers to switch coffee shops since there are many different types of coffee shops on nearly every street, especially in cities (D’Elia et al., 2019). There are also many options, so people may compare coffee suppliers and choose the one that best suits their needs based on availability and flavor. People may go to a coffee vending machine, swap brands, or buy a coffee machine to prepare coffee at home. They have all of these alternatives. Buyer power is important for Maxwell House Coffee since customers may easily switch suppliers, there are many alternatives, and the average purchase size is small. This shows that buyers have a lot of negotiating power.

Supplier Bargaining Power

First, since most suppliers are similar in size, they have similar negotiating strength. A small supplier indicates they only deal with a few firms and have a few clients (Patterson, Scott, & Uncles, 2010). They can’t suddenly boost prices or they’ll lose clients. Also, Maxwell House Coffee and other coffee shops wield influence, not providers, due to the diversity of vendors. Maxwell House Coffee may select from a variety of vendors and choose the most convenient. Finally, the abundance of coffee and tea makes suppliers weaker. Overall, Maxwell House Coffee suppliers have less leverage since they are small, provide a wide range of items, and are plentiful. Suppliers have little negotiating power.

Threat of Substitutes

Customers may choose from a variety of alternatives. We also know that switching coffee suppliers does not significantly raise cost burden. Finally, it seems that alternatives are not extremely expensive (Samoggia & Riedel, 2019). The cost of coffee from a vending machine or brewed at home is cheaper than coffee from Maxwell House. Maxwell House Coffee is also sometimes more expensive than other coffee shops, which may discourage people from using the company. The threat of substitutes is high for the firm since there are many possibilities, moving coffee suppliers is not costly, and substitutes are cheap. This suggests a high risk of replacement competition. The danger of new goods and competition appear to have weighed heavily on Maxwell House Coffee.

C. Consumer Behaviour

It was Maxwell House Coffee’s intention that the manner in which the coffee was packed, the ease with which it could be obtained, and the emergence of a new coffee culture would be the primary reasons why people would purchase their product (Fisher, 2004). If a company wants to market the ease of their product as an advantage, then the product itself has to be convenient in every aspect (Samoggia & Riedel, 2019). This is just good sense. The consumer population should have voiced their concerns over the foil-lined packaging during the focus group discussions that were conducted. If it had been packaged differently, this brand-new product may still be used today. Additionally, obtaining the freshly brewed coffee was not any simpler than making a pot of coffee at home or purchasing coffee from a cart at work.

Product Re-Launch – New Market Opportunity

It is important to note that the product failed mainly because of how it was marketed as a convenience product yet had no convenience when compared to the technological developments in the coffee industry at the time. Today, a new opportunity for Maxwell House Coffee regarding the same product would be completely repackaging it and rebranding it as a ready to drink beverage and packaged to compete with energy drinks such as Monster and Redbull. Coffee has already made a name as one of the best energy drinks to kick start a morning or to generally provide the steam required to keep on going (O’Keefe, DiNicolantonio, & Lavie, 2018). In America, it is a very trusted commodity. Therefore, rebranding the poor marketing, poor packaging, and poor branding on the original product will enable Maxwell House to reintroduce the product as an energy drink that can be consumed as is packaged, chilled, or even heated where necessary. These features will achieve the original ideas of trendy, convenient product, and an improved formula that is not confusing to the market (Freese, 2021). Additionally, the marketing will shift from the households only and focus on young people, offices, schools, and workplaces where coffee is supplied in vending machines (Higgins et al., 2018). can take advantage off. By completely altering the use of the product, the market will associate an already trusted brand to a relatable use.

Product Re-Launch – New Segmentation, Targeting and Positioning

People are purchasing based on trends that stress increased quality in a range of things rather than affordability, and one example of this is the rise in popularity of higher-quality coffees. Both mass-market coffees and specialty coffees have their own distinct places in the consumer landscape of the coffee industry in the United States. Products that are, on average, sold at inexpensive prices and may be found at supermarkets and convenience stores. The consumption of coffee sold in mass markets has been decreasing at a rate of 5% per year as a direct consequence of the trend toward increased consumption of specialty coffees outside of the house by consumers of all ages (Lombardi, Chidiac, & Record, 2021). Grocery stores are working with specialty coffee roasters to broaden their coffee offerings of higher quality in order to capture a bigger share of the mass market sales channels. Coffee shops were the only places in which you could get specialty coffee in the past since it was a branded, high-quality product (Haskova, 2015). In terms of quality, cost, and distribution, there was a clear divide, five years ago, between the coffees sold in mass markets and those sold in specialty shops. It is now more difficult to discern which category a coffee falls into due to the existence of two subcategories known as Premium and Specialty (Cranfield et al., 2010). It is recommended that Maxwell House aim for the general consumer market. In addition, the product has to be positioned in such a way that it is consistent with the rising trend of consumers becoming more health-conscious.

Maxwell House Coffee should develop and market the brewed coffee as an energy beverage with less calories. The geographic segment targeted is mainly urban, ages 22-60, and regionally in high coffee drinking nations like the US, Canada, Europe, China, Africa, and Latin America. Demographics include young couples, bachelors, single males, single women, energetic young people, students, and employees. In terms of behavior, the new product should reach to hard core loyalist, coffee lovers, and regular users. The Middle and upper classes of society are also targeted in terms f the psychographic elements.

Product Re-Launch – New Consumer Behaviour

Cultures greatly impact people’s decision-making processes in a positive manner. There is a cultural connection between people preferring Maxwell House Coffee over other coffees. Social characteristics have a favorable and considerable influence on brand choices. Some people’s preference for the new Maxwell House product over the old may be due to societal factors (Patterson, Scott, & Uncles, 2010). The choice is significantly influenced by one’s own circumstances. Social factors impact people’s purchases of Maxwell House’s new product. Psychological factors have a large role in influencing a choice, both favorably and negatively. Thus, psychological factors play a part in why some people favor Maxwell House coffee over other brands. Consuming goods with a reputation like Maxwell House’s should be considered if they want to improve. People don’t buy coffee-related things based on their socioeconomic position. Instead, they buy them for reasons they can see and feel, such product quality (especially coffee), atmosphere, and service. Despite the fact that drinking coffee is a habit that should be maintained, more people are increasingly experimenting with a broad range of coffee products (Haskova, 2015). Many people now drink coffee every day (Lombardi, Chidiac, & Record, 2021). Those looking to buy coffee will always have a solid alternative if Maxwell House Coffee continues to make the best coffee possible.

Marketing Mix (4P’s)

A fresh, high-quality product that is simple for consumers to recognize as having value and a purpose should serve as the foundation for the product strategy that Maxwell House Coffee employs. A market that is already acquainted with coffee goods and that has embraced and depended on energy drinks to keep people going during the day and at other times makes a lot of sense for a coffee-flavored energy drink because of the combination of these two factors. Therefore, for each of its goods, Maxwell House has to provide an experience that cannot be beaten or replicated by its competitors.

When it comes to pricing, a premium pricing plan is the one that works best. This pricing strategy takes advantage, within the framework of the marketing mix, of the fact that consumers have a tendency to purchase more costly items due to the misconception that higher prices indicate greater value (Cranfield et al., 2010). The price of brewed coffee from Maxwell House that is packaged and promoted as an energy drink should be higher than that of the majority of its rivals, such as Red Bull and Monster.

When it comes to its geographic positioning, Maxwell House should make the most of the fact that their coffee is sold in more than 70 countries throughout the globe. The continents of Africa, North America, Oceania, South America, Europe, and Asia are represented as key coffee drinking zones (Lombardi, Chidiac, & Record, 2021). Maxwell House should use their well-designed website, which contains information on how to make coffee, the various kinds of coffee that are available, how to get the best quality coffee and help farmers, how to make the perfect coffee for you, details about the taste, recommendations for the best equipment, and how the energy drink will be manufactured.

The marketing and advertising strategy for Maxwell House energy drink has to center on promoting the company’s brand via several channels, including social media, television, print advertisements, and email marketing. Maxwell House should never forget its obligation to its clients, the value it provides for the price it charges, and the importance of giving back to society; this is true even if the company has a vast customer base.

Conclusion and Recommendations

The ready-to-drink Maxwell’s coffee, which first appeared on the market in 1990, does not seem to be much liked by Americans, despite a notable love for instant products. The cognitive dissonance was generated by the fact that the enticing cartons, which included an image of a coffee cup that was steaming hot, were placed in store freezers directly next to bottles of milk that were frozen solid, making it difficult for customers to make sense of the packaging. It was said in the promotional materials for the beverage that it would provide consumers with a handy new way to savour the rich flavour of Maxwell House Coffee. Without a doubt, this was an original and intriguing concept. Due to the fact that the ready-to-drink coffee was packaged in aluminium foil, the container that it arrived in could not be heated in the microwave. Having these restrictions worked to the disadvantage of the product and the brand. Additionally, it seemed as if consumers enjoyed pouring hot coffee as it was the popular thing to do at the time. There was no longer a need for ready-to-drink coffee as a result of the widespread availability of fully automated drip coffee machines. Over eighty percent of homes had a Mr. Coffee machine, which made it simple and fast for consumers to brew coffee at home. The Maxwell House Ready-To-Drink Coffee did not provide too many advantages to the consumers who were intended to purchase it. It is recommended that the product is changed to a coffee-based energy drink and packaged as a ready to drink product.

Reference List

Brizek, M. G. (2012). Coffee wars: The big three: Starbucks, McDonald’s and Dunkin’Donuts. Journal of Case Research in Business & Economics, 5, 1-12.

Chen, X., Liu, Y., Jaenicke, E. C., & Rabinowitz, A. N. (2019). New concerns on caffeine consumption and the impact of potential regulations: The case of energy drinks. Food Policy, 87, 101746.

Cranfield, J., Henson, S., Northey, J., & Masakure, O. (2010). An assessment of consumer preference for fair trade coffee in Toronto and Vancouver. Agribusiness, 26(2), 307-325.

D’Elia, L., La Fata, E., Galletti, F., Scalfi, L., & Strazzullo, P. (2019). Coffee consumption and risk of hypertension: a dose–response meta-analysis of prospective studies. European journal of nutrition, 58(1), 271-280.

de Figueiredo Tavares, M. P., & Mourad, A. L. (2020). Coffee beverage preparation by different methods from an environmental perspective. The International Journal of Life Cycle Assessment, 25(7), 1356-1367.

Fisher, C. (2004). Why Buy Fair?: Consumer Reactions to Fair Trade Coffee in a High-End Retail Venue.

Freese, L. (2021). Hungry minds: the visual and verbal language of taverns and coffee houses in early American periodicals. Word & Image, 37(4), 299-310.

Haskova, K. (2015). Starbucks marketing analysis. CRIS-Bulletin of the Centre for Research and Interdisciplinary Study, 1, 11-29.

Heng, Y., House, L. A., & Kim, H. (2018). The competition of beverage products in current market: a composite demand analysis. Agricultural and Resource Economics Review, 47(1), 118-131.

Higgins, J. P., Babu, K., Deuster, P. A., & Shearer, J. (2018). Energy drinks: a contemporary issues paper. Current sports medicine reports, 17(2), 65-72.

Keiko, O. (2018). Coffee as a global beverage before 1700. Journal of International Economic Studies, 32, 43-55.

Lombardi, C. V., Chidiac, N. T., & Record, B. C. (2021). Starbucks coffee corporation’s marketing response to the COVID-19 pandemic. Innovative Marketing, 17(2), 177.

O’Keefe, J. H., Bhatti, S. K., Patil, H. R., DiNicolantonio, J. J., Lucan, S. C., & Lavie, C. J. (2013). Effects of habitual coffee consumption on cardiometabolic disease, cardiovascular health, and all-cause mortality. Journal of the American College of Cardiology, 62(12), 1043-1051.

O’Keefe, J. H., DiNicolantonio, J. J., & Lavie, C. J. (2018). Coffee for cardioprotection and longevity. Progress in cardiovascular diseases, 61(1), 38-42.

Patterson, P. G., Scott, J., & Uncles, M. D. (2010). How the local competition defeated a global brand: The case of Starbucks. Australasian Marketing Journal, 18(1), 41-47.

Samoggia, A., & Riedel, B. (2019). Consumers’ perceptions of coffee health benefits and motives for coffee consumption and purchasing. Nutrients, 11(3), 653.

Seninde, D. R., & Chambers, E. (2020). Coffee flavor: A review. Beverages, 6(3), 44.

University of North Florida. (2010). Maxwell House Coffee. Digital Commons. https://digitalcommons.unf.edu/historical_architecture_main/2246/Vest, A. R. (2021). Can Two Coffees a Day Keep the Heart Doctor Away?. Circulation: Heart Failure, 14(2), e008297.

Marketing new product

Student name

Affiliation

Introduction

The telecommunication industry has grown really fast especially the mobile industry .According to a survey the number of mobile subscriptions has reached over 500 million by the end of 2012.This population represented almost 90% of the world’s population while developing countries had an 80% representation. It is estimated that the mobile industries focuses on apple ,Google , Amazon, social media platforms and android as the major mobile internet use. Mobile phones have become a way of life not only for working but for socializing and at the same time the devices are becoming an extension of our own arms. It is estimated that 82 % of traffic is represented by smart phones while only 18 percent of the total global handsets are smart phones (S. Ramesh Kumar, 2009).

Companies are changing the phones on a weekly basis from small gadgets to tablets, and now a new sensation called Phablets. Phablets will be introduced to the market to assist in shifting the traditional use of computers. This is because of the need for network access by clients as it is estimated by the year 2015 all developing countries will have up to 40 percent access to mobile internet. Mobile companies will soon be involved in huge benefits from the mobile craze that has engulfed the whole world. The only way companies can make massive profits is by identifying the rise in gaming, mobile social synergies, mobile takeovers and portal erosion.

In a statistics released recently it is estimated that in 2013 83% growth of tablet shipment has been observed while only 13% has been observed in the shipment of PC. Now with the new crave of large screens on phones the new phablet would be enjoyed easily. The screen size of mobile phones has grown drastically from an estimated low of 2.6% to 4.9% by 2014.The large screens have become more valuable as they are not bulky and non portable as the pc at home. They also rival the tablet in that they have larger screens which are better in viewing information, accessing internet, storing data. Take for example the Samsung galaxy s5 which had a 5.5 inch display and an IPAD mini which has a 7.9 percent screen which would definitely be accepted in to the market more easily due to screen and functionality overlaps.

The demand for larger tablets at home is exceptional and families would prefer larger Phablets to traditional PCS. The phablet is the major craze and the introduction of the larger and more powerful Phablets would be extra ordinary (Khan, 2007). A phablet as compared to a regular tablet carries more features and has better resolution as compared to normal smart phones and are handier than tablets. The major advantage of using a phablet is that it has a more powerful processor that a regular Smartphone and has a better multimedia experience. The y have are easier to text and have increased market share in the Asian industry as compared to any other place in the world. The Phablets have received a huge welcome in the US where the Samsung in traduced the product and the other brands are trying to cost cover.

Phablets are the future and it is clear that personal choice and preference are the sole decision makers. The only better reason to have a phablet is because they are convenient multifaceted and practical. Introducing a new product in the market such as phablet requires patience and understanding. The growing interest in technology stems from a variety of reasons. The phablets helps a user reduce the bulky baggage of having to carry both the tablet and the smart phone. Its large screen display allows for both gaming and multimedia functionality. Its large battery size allows for better power storage and can deliver more talk time.

There are various factors that are considered in a market for a new product this include :determining the target market, solution or enhancement, knowing the competition and branding your product, the unique selling proposition, testing, media campaign and understanding the lifecycle of the product.

The target market will help a company identify who he or she is selling to. To identify the audience depends on what product a client is offering, This will help reduce cost of advertising and increase sales in a better effort, Example is the phablet ,the target audience is the family that would require a gadget that would be effective both at home and during cruises. Targeting as defined and indicated above is where organizations target products amongst various segments. Targeting involves evaluating the attractiveness of markets, size growth and market power. Sony offers electronic gadgets for various marketing segments. They understand audience and each electronic device fulfills needs and expectations of the target market.

As compared to the regular tablet that is for the younger generation this Phablets would also be ideal to them as the social media platform has become a major trend. As indicated above it is better to break the factors to try and reach the biggest audience either by gender, age lifestyle, job .family status, educational level or location.

The new product has to have a marketing plan to enable it to be successful .Identifying what the audience needs is critical for competitive advantage. A company needs to figure out what the target market needs and should be ready to provide a solution to the problem .A family would prefer to have a device that would be used by the family at home and at the same time be used by kids in case they want to travel.

This need would eventually be satisfied by the introduction of phablet which has long battery life and can be used by all. A company has to evaluate how competing brands are marketing their product. They should be conversant with the competition to help understand how best to market the product.

Competition is an eyesore to those who do not wish to prosper, a scholar once said. The market is always crowded with new product and a new product has to identify its hare in the same market. Understanding the competitors product will help understand why people would prefer his product over yours. To maintain the pace of consumers for advanced technologies and cutting edge digital product that have enriched and promoted peoples lifestyles (Khan, 2007).

Market research will help you set a retail value to be slightly better than competitor. This will eventually sway some customers to buy your products. Then as soon as the clients are conversant with the new product a slight increase in price will help moderate the profit margins (S. Ramesh Kumar, 2009). It is also important to have reading material from the client’s product to be aware of any new developments. E.g. in the mobile industry the screen of the mobiles are increasing day in and out, this would be an easy opportunity for the phablet to penetrate the market and with its exceptional features and overlapping functionalities.

Unless a new product has been invented competition is a must. Branding a product will help consumers identify with the product. To get maximum exposure a company can get with discounted prices, give always, logos or allowing for promotion and advertising. Imprinting water mark would also be ideal in reducing the possibility of copycats making an imitation of your product.

The above factors are most important and in order to identify competition product position is important. This entails defining market segmentation and then understanding the target market. Once consumer perceptions are understood it’s to select the best product position. The position can be defined by understanding process and goals of market segmentation. Some include quality, reliability and unique features benefits. Product position is ideal in an organisations profits and growth.

Technology took a turn of events in the 21st century where communication changed rapidly from telephone, Mobile phones texts, internet mails and now the social media. Social media is a platform that enables people to connect with each other (Noel, 2009) .The ideology behind it was to create a technical foundation for users to educate one another. Online communication is now a phenomenon that has intrigued many analysts. Analysts have now taken the popularity of the social media and speculate that the marketing field has found a new point of sale.

Social media is a platform that enables people to connect with each other .The ideology behind it was to create a technical foundation for users to educate one another .The sources of online information are mainly used by marketers to share products with consumers on their products, services and brands in the available market (Noel, 2009).

Business has found a new platform of engaging customers virtually and this has strengthened bond between organization and customers. Multinational corporations are using social media sites to acquire feed back through online dialogue e.g. Coca Cola, Nike and others. Studies have shown that Uses and gratification theory can be relevant in assisting social media uses.

Gratification are good predictors and show how customers can use media to fulfill their needs and want. They can also predict media use and recurring media use. There are different frameworks that explain some relevant themes such as: Social interaction, Information seeking, pastime, relaxation and entertainment, communicatory utility, convenience utility (S. Ramesh Kumar, 2009).

Big data and social media is usually unilateral and after content. Social media thus creates and generates a lot of data. The use of big data helps to get insight on the development of marketing strategies. This enables marketers to track purchasing and trends. This will help estimate the number of clients who want a specific item as compared to competitors. Through storage of huge volumes of data on users by social media platforms, and this vital information is necessary to compete in the modern day market. Federal law restricts it only until by court order or national emergency. Some networks track other networks and this integration shares a lot of information.

It is important to note that y using this monitoring platforms we can use it to drive campaigns, this can be done by tracking trends, addressing consumer concerns, and identifying key influencers(Noel, 2009). The main importance of big data is to better the social communication between two or more individuals is referred to as social interaction. This theme uses social media to assist, meet people and helps organization become conversant with social happenings while interact with others.

Information seeking: The uses and gratification theory uses information obtained from research and internet usage to help self educate and information marketing decisions. Big data helps to create more targets and helps in personalized campaigns. Big data helps marketers predict future behavior because there is sufficient amount of marketing data (Khan, 2007). a. This is helpful as it will help reveal hidden patterns that will assist in predicting future and current buying behavior.

Big data helps testing and creating virtual simulators that measures the overall company’s success (Khan, 2007). The virtual market place is a large area where a company can test its products. Through BIG data social media marketing has been affordable and inexpensive; this has been as a creation of cloud services and other enterprises.

Conclusion

Consumer behaviour influences the marketing mix policies such as production policies, price policies, decision regarding channels of distribution and decisions regarding sales promotion. There are reasons consumer behaviour is essential in that we can understand the social factors that are influenced by preference.

The Nielsen’s annual global social media report has cited the influence of social media on consumers purchasing decisions .Singaporeans discussed products and services such as restaurants, foods and beverages purchases which are based on social media sites. Singaporeans have said that it would be better to hear a referral on traveling and entertainment through social media. It is estimated that 68 %to 70 % of consumers in Singapore shop online.

The report broadened the aspect of internet marketing which had clearly influenced the market. Beverages and travel issues were discussed online which would be an ideal place to market a product. The managing director of Nielsen indicated that social media can impact business by becoming a positive favor with consumers. Social media provided a huge opportunity an as the survey suggested it showed the correlation between social media sentiments and intention to purchase products and services.

Factors such as, Personal, psychological factors make a marketer understand how to motivate consumers to buy products. Understanding consumer behaviour and marketing boost business effectiveness overall. Marketers also consider how consumers use existing products and this will assist in spotting unsatisfied needs in serving profitability

Consumer behaviour helps us understand the customer and understanding why the consumer purchases the produce (Khan, 2007). t. It helps marketers research about clients attitude toward certain products. Product appeal to lifestyle, culture and experience will make marketers promote consumption and gain competitive advantage over other competitors. Consumers usually look for ways in which a product will make them happier, improve lived or give them pleasure. Consumer behaviour helps us understand the customer and understanding why the consumer purchases the product.

It helps marketers research about clients attitude toward certain products. Product appeal to lifestyle, culture and experience will make marketers promote consumption and gain competitive advantage over other competitors. Consumers usually look for ways in which a product will make them happier, improve lived or give them pleasure (Noel, 2009).

Referencing

Noel, (2009) Basics marketing 01: Consumer behavior volume 1 of basics marketing. (Vol. 1, pp. 56-126) Switzerland: AVA Publishing.

Khan, M, (2007) Consumer behavior (pp. 1-15) London: New Age International

S. Ramesh Kumar, S. R. (2009). Consumer behavior and branding: Concepts, readings and cases-the Indian context. (p. 75). New Delhi: Pearson Education India.

Liberally Educated Person, They practice respect and humility, tolerance and self-criticism

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They practice respect and humility, tolerance and self-criticism

This is one of the Cronon’s ten traits of liberally educated person that resonates with me. This simply indicates that an educated person should be able to understand and feel the power of the other people’s dreams and the nightmares as well that of their own. An educated person should have the emotional generosity and intellectual range to step out of personal prejudices and experience in order to recognize the actual parochialism of their own school of thought, thus opening themselves to other opinions that are different from theirs. This quality of tolerance and intellectual openness is one of the values that resonate with me as an educated person. Indeed, this traits recognizes commitment to the tolerance flow and several other aspects of the liberal education that appreciates the very value of learning foreign languages, learning the histories, being exposed to different cultures, as well as understanding the various ways men and women have given recognition to the supreme being.

This trait is significant since it will enable an individual to co-exist well with the other members of the society. This essay is from the school of thought that the aim of education should be to make an individual become a role model among the other members of the society whether educated or not. As an educated person, l always believe that I have to always practice humility when dealing with every individual including all those not educated. Further, I ensure that I tolerate every school of thought and learn to take positive every critique that comes my way. In a nutshell, liberally educated person should be able to co-exist in harmony with other members of the society. Therefore, liberally educated person should practice respect and humility, tolerance and self-criticism.