Marketing Caselet Essay

Chapter 1: Marketing an Introduction Inquirer is the leading broadsheet in the Philippines. In 2001, it launched Libre, a free tabloid distributed in the MRT-LRT area. It was an unprecedented move of a major daily giving away their newspaper on weekdays and recovering cost solely from advertising revenue. Visit the MRT-LRT site and discuss and explain your answers to the following: a. What was the underserved and unserved market Inquirer was trying to tap? b. How strategic is the underserved and unserved market to them? c. What are the other key activity changes of the Libre system vs. the traditional Inquirer system? Chapter 2: Market Segmentation Victoria Court Drive-in Hotel and Restaurant is a chain of full-service motels catering mostly to the upper income market segment. The traditional market for drive-in-hotels and motels are lovers who avail of one out of the many specially designed â€Å"theme† rooms (Japanese room, jungle room, oval office room, game room etc.) for three hours (now called wash-up time). In the early 1990’s, Victoria Court embarked on an aggressive campaign to attract two additional segments of the market: the husband and wife market and the party market. Their mission was to slowly transform their image by communicating to the public that their drive-in-hotels could be used predominantly for legitimate purposes such as for resting, or for group social occasions. They have also acquired Hotel La Corona affiliated with the Best Western international hotel group. a. Identify the needs and wants of each of the three market segments targeted by Victoria Court? b. Who are their main competitors for each market segment? c. Given the traditional image of motel, do you agree with the segmentation strategy utilized by the Victoria Court group? Why or why not? Chapter 3: Marketing Mix: The 4Ps of Marketing gohotels.ph, a property of Robinson’s Land, began test marketing its value hotel in May 2010 at its building along Edsa beside Robinson’s Pioneer  Street. It has about 200 rooms in the Edsa site but has chosen to have 60 to 100 rooms in each of their subsequent sites in the provincial areas. Its pricing is unique because it utilizes the revenue management model of the airline industry where prices would vary depending on demand, in this case, occupancy numbers. Thus, a 16 to 22 square meter room can command a price as low as P388 plus value added tax (VAT), or as high as P3000 plus VAT, averaging about P1,550 plus Vat per room boasts of a comfortable bed with two types of pillows (hypoallergenic and chiropractic), a clean private bathroom with rain shower, free wifi, LCD TV, convenient location with safe surroundings secured by CCTV and safety cabinet. On its first month of its test market and despite using mostly viral marketing and press write ups to create awarenes s, it experienced an occupancy rate higher than most hotels – 60 to 80% on most days with two of those days fully booked, thus creating an innovative business model in the hotel industry with new basis of competition. a. Who would be the target market attracted to the offer of gohotels.ph? b. Identify the marketing mix of gohotels.ph and compare it with other value hotels. What are their strengths and weaknesses? c. How could gohotels.ph offer an amazingly low price as low as P388 plus VAT per room night? Chapter 4: Product Strategy: Product In the fast food industry, one growth opportunity in the past was the introduction of the breakfast category. Fast food companies like Jollibee and McDonald’s would have a different menu for breakfast and lunch to â€Å"customize† its meal solution, during these two different meal times. However, lunch and dinner menu remains the same. a. Do consumers have the same or different dine-in behavior during lunch and dinner? b. If not the same, identify the difference. c. What would you recommend to the fast food companies in order to improve their dinner sales and seat capacity usage? Chapter 4: Product Strategy: Branding Starbucks is a popular hangout for Gen X and Yuppies. Despite selling coffee  and other baked products at higher prices than regular food stores, they were able to generate awareness and patronage thru word of mouth and publicity instead of relying on media advertising. In 2010, Starbucks in the USA tested then â€Å"Roy’s Street Coffee and Tea by Starbucks Corporation†, an innovative neighborhood coffee house that sells coffee, wine and beer, together with organic pastries, gourmet cheese and meat plates. This was an attempt to recapture the upscale market which they lost when it went mainstream with cheaper lattes and frappuccinos that are now by Starbucks is the 15th Avenue Coffee and Tea. Both stores are located in Seattle which is the headquarters of Starbucks. a. Where do you think Starbucks Corporation got the insight to offer these products under two newly branded stores and not in their regular Starbucks? b. If the â€Å"Roy’s Street† and â€Å"15th Avenue† coffee shops succeed, what is the implication to the Starbucks brand and its over 16,000 stores worldwide, including the Philippines? Chapter 4: Product Strategy: Managing Product Lines During the 2010 annual stockholders meeting of San Miguel Brewery, it was reported that while the per capital consumption of beer in Luzon is 40 liters per year, it is only liters annually in the Visayas and Mindanao region. San Miguel Brewery, already with about 96% market shares of the total beer industry as of 2010, wanted to expand annual sales from 1.5 billion liters to 2 billion liters by encouraging higher consumption in the Visayas and Mindanao are its various beer brands. a. Investigate why Visayas and Mindanao consumption of beer is lagging far behind its Luzon counterpart. b. How can San Miguel Brewery use its various beer products to encourage higher consumption among underserved and unserved market in the Visayas and Mindanao area? c. How can San Miguel Brewery use its potential synergy with all its sister companies to increase beer demand in the Visayas and Mindanao area? Chapter 4: Product Strategy: Green Marketing Although having no nutritional value, Shark’s fin soup is a popular and much  sought-after dish served in many Chinese restaurants. Shark’s fin dumplings are an equally popular dimsum item. Hong Kong, Taiwan and Singapore are the top three countries that trade shark fins and are the suppliers for Philippine Chinese restaurants. Each fin weighs about 100kg. coming from sharks that are about 50 to 60 meters long. Some fishermen would capture sharks, slice their fins off and toss them back to sea to die so they can save space on their boat. More countries are banning the fishing and trading of shark’s fin. However, unless the trade of shark fin is totally stopped, sharks may become extinct, thus creating an imbalance in the ecosystem. To preserve sharks, one way is to encourage government to ban its trade. Another is to encourage restaurants not to serve them, and lastly, to campaign for customers not to consume them. All three options while challenging to do is not impossible if the readers of this book can do something individually or collectively about it. The essence of learning is not in knowing but in doing what needs to be done based on what we know. Devise and implement a campaign that will ensure the slow down if not absolutely stop shark’s fin trade and consumption in the Philippines.

Contrast between Regulation and Accreditation Research Paper

Contrast between Regulation and Accreditation - Research Paper Example Regulation of nurses commenced as an initiative aimed at protecting the nurses as professionals and also the public who were being served by the nurses. This was aimed at ensuring that the nurses met the standards of performance and their malpractice if any did not lead to adverse effects of the health of the patient. Currently, the scope of regulatory bodies in the nursing profession has expanded to not only protect the public but now inculcates the nursing practices and also regulates the higher institutions involved in nursing education. Regulatory bodies are bestowed with the legal responsibility of enforcing the law as pertains to protecting the patient from practices performed by the nurse and also to aid in regulating teaching of nurses. An example of a regulatory body in the nursing profession is the National Council of State Boards of Nursing. This is decentralized to the state which has a board on nursing and is aimed at addressing the five concepts of nursing. This entails the regulation of the nurse as an individual.Regulation of nurses commenced as an initiative aimed at protecting the nurses as professionals and also the public who were being served by the nurses. This was aimed at ensuring that the nurses met the standards of performance and their malpractice if any did not lead to adverse effects of the health of the patient. The scope of regulatory bodies in the nursing profession has expanded to not only protect the public but now inculcates the nursing practices.

Meter and Rhythm in the Poem Garden Of Love by William Blake Essay

Meter and Rhythm in the Poem Garden Of Love by William Blake - Essay Example At the age of 25 Blake married Catherine Boucher, and in 1785 he opened a print shop that failed and left him to eke out a miserable living with inadequate numbers of orders for designs and engravings. During the Napoleonic Wars not many people in England could afford the high cost of contracting the work of an engraver. In 1804 Blake was charged with sedition but was acquitted, because a drunk had wrongly accused him. In 1809 his single art exhibition of sixteen works went unnoticed by everyone except a lone critic who criticized it fiercely. Blake's literary work was so highly influenced by the politics of his time that it most likely hurt his success as an engraver. In the last years of his life, Blake met a group of young artists whose appreciation for his work eased his growing destitution. William Blake died on August 12, 1827.2 The poem is found in the anthology Songs of Innocence and of Experience. William Blake was so little recognized in his lifetime that the author only managed to write and sell his poetry intermittently over his professional career, and his poetic work was essentially little known or regarded by his contemporaries. Blake at first only wrote poetry in his spare time. Though Blake acquired some repute as an engraver and an artist, those who recognized his genius still commonly believed him to be somewhat eccentric in his own time.4 The Garden of Love, speaks fr... etime that the author only managed to write and sell his poetry intermittently over his professional career, and his poetic work was essentially little known or regarded by his contemporaries. Blake at first only wrote poetry in his spare time. Though Blake acquired some repute as an engraver and an artist, those who recognized his genius still commonly believed him to be somewhat eccentric in his own time.4 The Garden of Love, speaks from a first person viewpoint to set the individual's early experience of the spiritual loveliness of the natural world in stilted contrast with the intrusion of the unforgiving man-made constructs of religious observance. The narrator returns to the lost innocence of childhood, once experienced in its natural ambience, to revive the uplifting memory of the long-forgotten bliss of a Garden sanctuary, only to find it pointlessly spoiled by a man-made Chapel - metaphorically representing the imposition of the censorious rules and strictures of an adult religious life - overwhelming the once-healthy lighthearted and carefree ambience of his youth.5 The carefully chosen imagery of the garden and youth characterize the early experience of creation in its pristine state as the natural ambience for the exuberant child in the unaffected transparency and original innocence reminiscent of the Biblical Garden of Eden.6 The incursion of the Chapel erected in the midst of the Garden, which the narrator "never had seen" as a youth, imposes the unnatural structure of organized religion whose detrimental influence begins to escalate as the poem communicates more of its closed and censorious nature in the following stanzas. The inert stone edifice of the Chapel supplanting the promise and freedom of the green - a conventional metonymy for promise and

The Impact of Market Orientation, Corporate Social Responsibility Essay

The Impact of Market Orientation, Corporate Social Responsibility - Essay Example Most companies that are market-oriented avoid getting into trouble because they spend most of the time with their customers thereby gaining a lot of information from the customers. Indeed the relationship that coexists between the business performance and the market orientation are quite a powerful one. For instance, those businesses that exhibit strong interrelationship between the business performance and the MO have experienced success and the growth of the market share (Appiah-Adu and Ranchho, 1998). While the competitor and customer orientation can have the significant and positive impact on the overall MO, only the customer orientation can have the significant and positive impact on the business performance. From the managerial perspective, the measurements scales can be used in assessing the firm’s level of the MO and appropriately identify the â€Å"bottlenecks† in the intra-organizational information flows. For this course, the transformation of the business from the MO to the business performance is a rather a more complex phenomenon due to the interventions from the other factors during the process of transformation (Slater and Narver, 1995; Han et al., 1998; Baker and Sinkula, 1999). Successful organizations create the organizational culture that encourages its employees feel dedication and commitment to the organization. Corporate social responsibility initiatives are one way of achieving this. Besides giving the employees the invaluable feeling towards making enormous contribution to the organization, it also offer other positive effects to the business as well. Innovation in the managerial and organizational practices suggest that new and improved ways of enhancing the CSR via the rebuilding the relationship between the organizations and the community while enhancing the understanding of the social capital that found in the social environment that the

The major differences between the exoteric and esoteric path of Islam Essay

The major differences between the exoteric and esoteric path of Islam - Essay Example The exoteric path in contemporary Islam is composed of moderates and outnumbers the esoteric path of the radicals but still stands hijacked by nascent Islamic radicalism. Islam is typically perceived as one, whole and uniformly practiced religion but reality belies this simplified disposition. The paths of exoteric and esoteric Islam are well differentiated and this paper seeks to discuss the major differences between both. The largest difference between the exoteric Muslims and the esoteric Muslims is their attitude towards the propagation of religion. The esoteric Muslims see Islam as the ultimate solution for mankind and believe that it their responsibility to enforce Islam around the globe. Such quarters see Islam as the final solution for every problem that mankind faces ranging from emotional problems to population control. Sayyid Qutb, one of the founding fathers of modern radical Islam argues in his text Milestones (Qutb 57): â€Å"... annihilate all those political and mate rial powers which stand between people and Islam ...† In contrast, the original teachings of Islam are far more peaceful and refrains the believer from imposing his version of religion on the other person, whether Muslim or non Muslim. The Prophet of Islam was a staunch believer in religious pluralism including within Islamic realms. The Prophet of Islam, Muhammad, has been quoted as saying (Ernst 1045): â€Å"Difference of opinion is a mercy for my community.† Additionally, religious pluralism has been favored in the sacred text of Islam, the Quran. The Quran’s second chapter, Al Baqra, declares openly that the believers are not allowed to force other people into their religious fold. Islam has historically relied on preaching through peaceful means including open interaction with non Muslims. The earliest traditions from Islam, including the time when early Muslims were being prosecuted in Makkah, show that forced conversions and the imposition of religious doc trine on other religions was not allowed. The same can be said of the times when the Muslims were in power and had taken control of large swaths of the globe. The reign of Umar is mentionable in this regard. In around a decade Umar was able to expand the Islamic frontiers manifold through armed conflict but again Islam was not imposed on the conquered people (Ahmed 34). Instead, Islam was spread in most of the conquered areas through open interaction with the non Muslims. Even with the existence of evidence to the contrary, today’s radical Islamists are bent upon furthering Islam through violent means. A major problem that Islam faces like other major religions is the loss in translation. Islam was originally revealed in the Arabian Peninsula and the medium of communication and instruction remained Arabic. The Prophet Muhammad was Arab and was not instructed in other languages, so his entire set of instructions for Islam has been preserved in Arabic. Similarly, the Quran was revealed and the scribed in Arabic too. There were initially no problems as to the use of Arabic since the early converts and most of the converts in the Prophet’s own lifetime were Arabs. However, as the Islamic empire began to spread under the Rightly Guided Caliphs, the need for taking up other languages became apparent. It was felt that translating massive works of Quran and Hadith into other languages would abrade the meanings of the original texts. In an effort to

Perceptions of Performance Feedback Essay Example | Topics and Well Written Essays - 500 words

Perceptions of Performance Feedback - Essay Example Later the success of the system was evaluated by surveying the employees and it revealed that now the process is more result oriented and helps the evaluatees to know what are the criteria they are rewarded on and ultimately whether they are contributing positively to the organization’s overall goals or not. Some of them thought the process was tiresome but the results of the process were helpful.  Ã‚  Ã‚  Data Collection MethodologyThe data was collected by means of evaluation surveys, in the form of questionnaire that asked for the individual performance appraisal from other individuals of an organization. The sampling procedure was simple; for each individual of the organization, the directly associated individuals were asked to fill out these surveys; for instance for a manager, his assistant, other department managers, his own supervisor i.e. the next immediate level person was asked to fill out the survey. The questionnaire contained open ended as well as close ended q uestions that had meaningful means associated to analyzing directly the performance of individuals.Approach for Data Collection & Survey FormationAs mentioned previously, the survey was formally formulated and approved by peer reviews and the scoring criteria was clearly embarked amongst the respondents and the subject persons.The major advantage of this approach is knowing the gut feeling of individuals and their thoughts about other individuals in the organization not just in the department itself but across the department too i.e. both the horizontal.

Air vs Freight forum 352 Essay Example | Topics and Well Written Essays - 250 words

Air vs Freight forum 352 - Essay Example Airfreight carries relatively less weight (Luger, 2008). Reliability also plays a vital role in this comparison. Despite having a short history, Airfreight wins this battle of reliability comfortably. Weather conditions delay flights but airfreight companies are usually more responsible and efficient in handling the situation and making up for the delays. On the other hand the shipping companies also get off-track due to weather and storms but shipping companies are not very good at making up for the delay. The route can also play a deciding factor in making this decision and a combination of both air and sea fright might be the best choice. For instance a shipment from Hong Kong to Sharjah and from Sharjah to Frankfurt is divided into two parts; Hong Kong to Sharjah is done by sea and from Sharjah to Frankfurt by air, this way the transportation costs are reduced by 50% when going from ocean freight and the time is cut by 75% compared to only using an ocean freight (Branch, 2007). T he environmental impact should also be considered before choosing the route. The carbon fingerprint of Airfreight is much higher than oceanfreight (Bretzke & Barkawi, 2012). Considering this factor it becomes relatively easier to decide that it is not always about the cost because the damage to the environment is almost