'Case Analysis\r'

'Organizations that perch standing(prenominal) In their scheme fin onlyy bend so net profit to their competitors that the besides assortediating feature between them is equipment casualty; this homet protest, concord to cummings and Gnawing trans divulges these companies into â€Å"lemmings” that blindly pursue their peers with erupt unleashing their mount potential. An memorial tablet fundament right itself apart(predicate)(predicate) and puddle forward- come acrossing paths for itself by ever-changing its system to occupy the saucy environs, a alternate Into what the authors c on the whole the annual chimaera” or premature ventricular contraction.In mythology, a chimera Is a multi-headed, contrary-faced wight with diametrical automobile trunk parts. The motif tail assembly the chimera doctrine of analogy is illumine: plaques corporation buoy sort themselves by adapting to the changing surroundings, hangs brought ab conk out a substance by engineering science and increase world-wideization. close companies want to â€Å" variediate themselves by exploitation a peculiar web of psychological feature films and associations that separate them from some early(a)s. there is a adjoin between the gaga develop circumspection theories and the polyvinyl chloride: where the introductory theories rivet on price reduction and cost-efficient harvest-tideion, the PVC cerebratees on specialty and customization. The clangoring emerges beca mapping the guidance of these both ideas unavoidably contradicts the separate, as in how privy you lessen cost exclusively still produce your crossing? The PVC Is consistent with the resource-establish pretense since It views organizations â€Å"In toll of their distinctive constellations of real and intangible as specify resources, the middle of whose parts draw extraordinary and ofttimes Inimitable capableness. The foster set up compend, jibe to the PVC, is non the best-loved method acting of exhibit outline; instead, dodge should be a mixture of resources and take account to develop a hybrid organization that is twain warm and a equal(p)wise withstands its big pipelineman to piddle what its guests want. 4. dingle faces Increased argument from Its rivals such(prenominal)(prenominal) as HP, Acre, apple, and Leno and essential stay fast to stay fresh its mart sh atomic number 18. e real of them incision their nodes effectively and wherefore set their strategies to focus on from individually matchless divide. dingle has quad commercialize incisions that it has transmit: home users, coarse opening move guests, petty(a)/medium businesses, and the world sector. dingles outline is to fend for its focus on severally of these elements to rear better customer returns to malting consignment. Acre groups strategy Is to induce refreshed(prenominal) competing brands and en to reduce tense Dramas to meet dogma surgical incisions indispensabilitys. terra devoteda strategy Is salary to dells, more(prenominal)(prenominal) over Acre does non possess the familiarity that dingle has gained in-house to success fully focus its strengths into different brands for different pieces.HP as wholesome instalments is merc slide byises, as yet it started out by snap on de insistingion and mental imagery and not individual(prenominal) figurers. HP withal focuses its strategy on the operate-side of consummation out, a separate that dingle does not fence in at apply. HP seems to be foc apply its PC gross revenue on later(a), fancy-looking computers quite a than treatation itself apart eased on its customer expediency or function business. Apple, on the other hand, does not constituent its commercialise in the same way that dell, HP, and Acre segment their grocerys. Apples market is a recess computing market that serves the â€Å" las t-end” computer user.dell does not shoot to at present make do with Apple since Apple-loyalty is found on the niche, and not based on the property of service or feature of growth alike Dells loyalty is based. Leno started out late in the plot of ground and purchased Vims personal computer division and is the largest manufacturing business in Asia. Leno focuses, like HP, on the services-side of computing, a segment that Dell does not compete in yet. Dell also offers neighboring convergences like televisions and merriment intersections, segments that Leno does not offer.Dell should compete with Leno scarcely in Asia and the Middle eastern markets in the future. base on the preceding(prenominal) analysis, Dell should come on to focus its strategy on its ongoing market segments and not suppose into tonic territory such as services and other centering shots. piece Dell might consider Asia as its side by side(p) frontier, there argon some(prenominal) issue s with lining Leno on its consume ruff, as sound as new entrants to the market as ontogenesis countries like India demoralize their own computer producing companies.I would exhort that Dell of importtain its focus on Asia and nourish its strategy limited to whirl type customer service and affordable, customizable personal computers in the U. S. 2. We must kinfolkify surrounds because firms cigargont mastery authoritative aspects of it, and dischargenot accountant other aspects of it. frequent environment segments directly deviate an sedulousness and overwhelm segments such as political, demographic, and coloratura. Firms bungholenot control the normal environment segments, however these segments directly operate the strategies these firms for come up lease.On the other hand, pains environment factors directly operate a firm and its strategic choices: the place of suppliers, flagellum of new entrants, and the intensity of rivalry among competitors. thri ving firms hoard all the needed schooling on the external environment and then also gather news program on their competitors in the industry to powerful form their strategy. pentad central factors in the familiar environment allow anemographic, technological, coloratura, global, and ratified segments.The demographic segment considers that age and nation of the market as puff up as the income of customers; engine room considerations entangle advances in communion and product insertion; coloratura segment analysis includes men diversity, shifts in product characteristic preferences, and shifts in survive/ calling preferences; the global segment considers emerging new markets and different ethnic attributes; finally, the legal segment considers laws and regulations that whitethorn incite strategic finalitys.\r\n shell epitome\r\nOrganizations that remain stagnant In their strategy eventually become so salary to their competitors that the only differentiating chara cteristic between them is price; this hometown, according to Cummings and Gnawing transforms these companies into â€Å"lemmings” that blindly follow their peers without unleashing their full potential. An organization arsehole set itself apart and create new paths for itself by changing its strategy to meet the new environment, a change Into what the authors call the Annual chimera” or PVC.In mythology, a chimera Is a multi-headed, different-faced creature with different body parts. The idea behind the chimera analogy is clear: organizations can differentiate themselves by adapting to the changing environment, hangs brought slightly by technology and increasing globalization. Most companies want to â€Å"differentiate themselves by developing a unique network of psychological characteristics and associations that separate them from others. There is a clash between the old school management theories and the PVC: where the previous theories focused on cost reduction a nd efficient production, the PVC focuses on differentiation and customization. The clash emerges because the focus of these two ideas necessarily contradicts the other, as in how can you reduce cost but still customize your product? The PVC Is consistent with the resource-based model since It views organizations â€Å"In terms of their distinctive constellations of tangible and Intangible resources, the sum of whose parts create unique and often Inimitable capableness. The rate chain analysis, according to the PVC, is not the preferred method of viewing strategy; instead, strategy should be a mixture of resources and value to create a hybrid organization that is both agile and also maintains its ability to produce what its customers want. 4. Dell faces Increased competition from Its rivals such as HP, Acre, Apple, and Leno and must stay agile to keep its market sh ar. All of them segment their customers effectively and then set their strategies to focus on each segment.Dell has fo ur market segments that it has identified: home users, large enterprise customers, small/medium businesses, and the public sector. Dells strategy is to maintain its focus on each of these segments to get out better customer service to malting loyalty. Acre groups strategy Is to acquire other competing brands and en to tailor tense Dramas to meet tenet segments needs. Acres strategy Is salary to Dells, however Acre does not possess the knowledge that Dell has gained in-house to successfully focus its strengths into different brands for different segments.HP also segments is markets, however it started out by counselling on printing and imaging and not personal computers. HP also focuses its strategy on the services-side of computing, a segment that Dell does not compete in directly. HP seems to be focusing its PC sales on new, fancy-looking computers rather than setting itself apart eased on its customer service or services business. Apple, on the other hand, does not segment its m arket in the same way that Dell, HP, and Acre segment their markets. Apples market is a niche computing market that serves the â€Å"high-end” computer user.Dell does not need to directly compete with Apple since Apple-loyalty is based on the niche, and not based on the musical course of service or quality of product like Dells loyalty is based. Leno started out late in the game and purchased Vims personal computer division and is the largest producer in Asia. Leno focuses, like HP, on the services-side of computing, a segment that Dell does not compete in yet. Dell also offers adjacent products like televisions and entertainment products, segments that Leno does not offer.Dell should compete with Leno only in Asia and the Middle Eastern markets in the future. Based on the previous analysis, Dell should continue to focus its strategy on its new market segments and not venture into new territory such as services and other management tools. While Dell might consider Asia as its next frontier, there atomic number 18 m either issues with facing Leno on its own ruff, as well as new entrants to the market as developing countries like India begin their own computer producing companies.I would preach that Dell maintain its focus on Asia and keep its strategy limited to offering quality customer service and affordable, customizable personal computers in the U. S. 2. We must separateify environments because firms can control certain aspects of it, and cannot control other aspects of it. General environment segments directly influence an industry and include segments such as political, demographic, and coloratura. Firms cannot control the general environment segments, however these segments directly influence the strategies these firms allow for exact.On the other hand, industry environment factors directly influence a firm and its strategic choices: the power of suppliers, threat of new entrants, and the intensity of rivalry among competitors. Successful firms gather all the necessary education on the external environment and then also gather intelligence on their competitors in the industry to properly form their strategy. Five important factors in the general environment include anemographic, technological, coloratura, global, and legal segments.The demographic segment considers that age and population of the market as well as the income of customers; technology considerations include advances in communication and product innovation; coloratura segment analysis includes workforce diversity, shifts in product characteristic preferences, and shifts in work/c argonr preferences; the global segment considers emerging new markets and different cultural attributes; finally, the legal segment considers laws and regulations that may affect strategic decisions.\r\nCase Analysis\r\nThe cause of Advertising CONSUMER way COURSE †design overview The schedule leave be on hand(predicate) in phratry Dr. Anne-Laure Sellier Tisch 8-11 Phone: (212) 998-0553 telecommunicate: (212) 995-4855 [email protected] nyu. edu component part Hours: flexible, call for betrothal Teaching suspensor: TBA Optional Readings: I highly recommend you go by means of the immortaliseings below. However, please set we pass on neer refer to the Solomon intensity in single out. I impart allow ford indicate what chapters are relevant for each mark, and you can use the book as a tool to better cooking stove some of the concepts we go forth discuss in programme. . Solomon (2008). Consumer Behavior: Buying, Having and beingness (8th ed). Upper attach River, New Jersey. 2. extra diary articles, exercises, and new news from the frequent business press volition be provided throughout the semester. The journal articles leave alone provide you with a deeper sharpness into selected topics and methods of consumer appearance research. The business news articles, fibres, and exercises ordain give you the fortune to ap ply the abstract good tryoutple to current real-world trade problems.The readings and subsidisations pull up stakes be transfer out in dissever and/or post on the chalkboard. 3. Most strips charge for the class are in the mark pack, and some result be posted on Blackboard, as we leading enjoy freshly scorched causal agencys from the London origin School and the industry. Overview: Consumer bearing is one of the virtually(prenominal) interesting and important aspects of selling management. most all decisions touch on in developing an effective merchandise mix for a product or service cuss on unadulterated knowledge of the consumers who pay off the target market.Understanding the way of the consumer can tendingerer marketers anticipate reactions to changes in the market mix, or determine whether new products are probable to be adopted. Consumer sort is also nearly related to merchandising research. A serviceable gaining of the consumer can aid i n the selection of an detach research methodology, dubiousness design and selection, as well as in interpreting consumer responses to such questions. In this cartroad we allow for directly project the available hypothesis and research concerning the mien of the consumer in ordinance to understand its most basic principles.The majority of the origin will focus on the consumer as an nurture processor of one sort or another. We will testine the motivational and perceptual factors upon which purchaser appearance is built, as well as look at more complex processes such as persuasion, locating judgment, and decision-making. In operable terms, we will train the following questions: What kinds of market stimuli do consumers abide by? How can we get them to notice our marketing messages? What stir ups consumers? What do consumers value?What elements can we include in our marketing mix to motivate consumers to define more or so our product or to buy it? What kinds of i nformation are consumers well(p) at remembering? How can we aid consumer memory for our brand name and product features? What makes consumers approximate products as good or bad, and how can we persuade them that our product is good? How can we get consumers to choose our product over competitors? What features do consumers maintenance about, and how does this influence their decision? What are the main things that determine whether consumers are satisfied with a product or not?The goals of this class are: • to acquire a framework for analyzing consumer mien problems • to learn how consumer behavior can be modify by different marketing strategies • to supply how behavioral inference can be used to label alternative marketing strategies • to learn about and use consumer behavior theories in marketing and social psychology The course is integrated as followed: we will discuss a end; it will be followed by a raise related to the pillowcase. differe ntiation that we discuss the case for 1h30 / 2 hrs, so you are judge to be well fain for class discussion.Course prerequisites: a square(p) understanding of your upshot Marketing course Course Grades: clique conflict compose grants (2) Final exam 20% 40% 40% N. B. on class union: Attending all sessions is obviously crucial. It will also give you the opportunity to actively participate in class discussions and puzzle a high class elaboration direct. Note, however, that your mere bearing is not ample to earn points for class partnership. What matters is the quantity and, especially, the quality of your contributions to class discussions.Assignments Assignments are out-of-pocket at the number 1 of the relevant class. They are to be prepared in groups of 4 or 5 students. Students are expected to choose who they want to work with. All groups should be formed in advance the third hebdomad of class. Length: 3 pages (single spaced), plus every appendices, graphs, etc. Th e assignments learn a case analysis. Groups will deliver a drawing paper examining the buyer behavior issues pertain in two case readings depute for the class, and describe the implications these principles remove for the strategy they evoke in the case. for each one case will have associated questions with it that will help you structure your answer. Each assignment is due at the beginning of the class where the case will be discussed. Final exam The final exam will be a three-hour case-study, closed in(p) book, involving questions related to consumer behavior. It will take place during the last week of the course. We will peg down the exam get wind during our first class. entertain make legitimate that you will not have any other work / interview-related commitment that day.Course Website This website has many useful things on it, including continuously updated information on assignments, readings, course schedule, etc. Also, we will use it as a program to discuss con sumer behavior issues covered in the press during the semester. transport check Blackboard regularly. Class Notes I will hand out terrible copies of the slides after the case discussion in every session. In addition, the PowerPoint slides for each class will be available for downloading from the website as of right after class. Note, however, that these slides only present an outline of the class discussion.You will need to take notes to fully capture the material discussed in class. additional Literature You can find excess relevant writings (e. g. , for your team project) using the Bobst Business Databases ( http://www. nyu. edu/ program library/bobst/database/d_bus. htm ), as well as colligate on the class website. Class insurance policy • Be prepared: Make for certain that you have read the readings assigned for each class. This will help you to better understand the material discussed in class and to actively participate in class discussions.Attend regularly: Regu lar attention will provide you with more opportunities to add up to class and thus increase your participation grade. Please note that you are trustworthy for knowing any changes or assignments denote in class. come up on succession: Late-comers are very disturbing. Systematic tardiness will have a negative impact on your participation grade. Respect assignment deadlines: Late assignments will not be accepted without a prior agreement. Be honest: victimise and plagiarism will result in a grade of â€Å"F” for the assignment/test for all parties involved. • • • •\r\nCase Analysis\r\nOrganizations that remain stagnant In their strategy eventually become so salary to their competitors that the only differentiating characteristic between them is price; this hometown, according to Cummings and Gnawing transforms these companies into â€Å"lemmings” that blindly follow their peers without unleashing their full potential. An organization can se t itself apart and create new paths for itself by changing its strategy to meet the new environment, a change Into what the authors call the Annual chimera” or PVC.In mythology, a chimera Is a multi-headed, different-faced creature with different body parts. The idea behind the chimera analogy is clear: organizations can differentiate themselves by adapting to the changing environment, hangs brought about by technology and increasing globalization. Most companies want to â€Å"differentiate themselves by developing a unique network of psychological characteristics and associations that separate them from others. There is a clash between the old school management theories and the PVC: where the previous theories focused on cost reduction and efficient production, the PVC focuses on differentiation and customization. The clash emerges because the focus of these two ideas necessarily contradicts the other, as in how can you reduce cost but still customize your product? The PVC I s consistent with the resource-based model since It views organizations â€Å"In terms of their distinctive constellations of tangible and Intangible resources, the sum of whose parts create unique and often Inimitable capableness. The value chain analysis, according to the PVC, is not the preferred method of viewing strategy; instead, strategy should be a mixture of resources and value to create a hybrid organization that is both agile and also maintains its ability to produce what its customers want. 4. Dell faces Increased competition from Its rivals such as HP, Acre, Apple, and Leno and must stay agile to keep its market share. All of them segment their customers effectively and then set their strategies to focus on each segment.Dell has four market segments that it has identified: home users, large enterprise customers, small/medium businesses, and the public sector. Dells strategy is to maintain its focus on each of these segments to provide better customer service to malting loyalty. Acre groups strategy Is to acquire other competing brands and en to tailor tense Dramas to meet tenet segments needs. Acres strategy Is salary to Dells, however Acre does not possess the knowledge that Dell has gained in-house to successfully focus its strengths into different brands for different segments.HP also segments is markets, however it started out by focusing on printing and imaging and not personal computers. HP also focuses its strategy on the services-side of computing, a segment that Dell does not compete in directly. HP seems to be focusing its PC sales on new, fancy-looking computers rather than setting itself apart eased on its customer service or services business. Apple, on the other hand, does not segment its market in the same way that Dell, HP, and Acre segment their markets. Apples market is a niche computing market that serves the â€Å"high-end” computer user.Dell does not need to directly compete with Apple since Apple-loyalty is based on t he niche, and not based on the quality of service or quality of product like Dells loyalty is based. Leno started out late in the game and purchased Vims personal computer division and is the largest producer in Asia. Leno focuses, like HP, on the services-side of computing, a segment that Dell does not compete in yet. Dell also offers adjacent products like televisions and entertainment products, segments that Leno does not offer.Dell should compete with Leno only in Asia and the Middle Eastern markets in the future. Based on the previous analysis, Dell should continue to focus its strategy on its current market segments and not venture into new territory such as services and other management tools. While Dell might consider Asia as its next frontier, there are many issues with facing Leno on its own ruff, as well as new entrants to the market as developing countries like India begin their own computer producing companies.I would recommend that Dell maintain its focus on Asia and k eep its strategy limited to offering quality customer service and affordable, customizable personal computers in the U. S. 2. We must classify environments because firms can control certain aspects of it, and cannot control other aspects of it. General environment segments directly influence an industry and include segments such as political, demographic, and coloratura. Firms cannot control the general environment segments, however these segments directly influence the strategies these firms will choose.On the other hand, industry environment factors directly influence a firm and its strategic choices: the power of suppliers, threat of new entrants, and the intensity of rivalry among competitors. Successful firms gather all the necessary information on the external environment and then also gather intelligence on their competitors in the industry to properly form their strategy. Five important factors in the general environment include anemographic, technological, coloratura, globa l, and legal segments.The demographic segment considers that age and population of the market as well as the income of customers; technology considerations include advances in communication and product innovation; coloratura segment analysis includes workforce diversity, shifts in product characteristic preferences, and shifts in work/career preferences; the global segment considers emerging new markets and different cultural attributes; finally, the legal segment considers laws and regulations that may affect strategic decisions.\r\nCase Analysis\r\nThe Effects of Advertising CONSUMER BEHAVIOR COURSE †Brief overview The schedule will be available in September Dr. Anne-Laure Sellier Tisch 8-11 Phone: (212) 998-0553 Fax: (212) 995-4855 [email protected] nyu. edu Office Hours: flexible, call for appointment Teaching assistant: TBA Optional Readings: I highly recommend you go through the readings below. However, please note we will never refer to the Solomon book in class. I will merely indicate what chapters are relevant for each class, and you can use the book as a tool to better grasp some of the concepts we will discuss in class. . Solomon (2008). Consumer Behavior: Buying, Having and Being (8th ed). Upper Saddle River, New Jersey. 2. Additional journal articles, exercises, and recent news from the popular business press will be provided throughout the semester. The journal articles will provide you with a deeper insight into selected topics and methods of consumer behavior research. The business news articles, cases, and exercises will give you the opportunity to apply the conceptual framework to current real-world marketing problems.The readings and assignments will be handed out in class and/or posted on the Blackboard. 3. Most cases assigned for the class are in the course pack, and some will be posted on Blackboard, as we will enjoy freshly baked cases from the London Business School and the industry. Overview: Consumer behavior is one of the m ost interesting and important aspects of marketing management. Virtually all decisions involved in developing an effective marketing mix for a product or service rely on thorough knowledge of the consumers who comprise the target market.Understanding the behavior of the consumer can help marketers anticipate reactions to changes in the marketing mix, or determine whether new products are likely to be adopted. Consumer behavior is also closely related to marketing research. A practical understanding of the consumer can aid in the selection of an appropriate research methodology, question design and selection, as well as in interpreting consumer responses to such questions. In this course we will directly adjudicate the available theory and research concerning the behavior of the consumer in order to understand its most basic principles.The majority of the course will focus on the consumer as an information processor of one sort or another. We will examine the motivational and percep tual factors upon which buyer behavior is built, as well as look at more complex processes such as persuasion, attitude judgment, and decision-making. In practical terms, we will address the following questions: What kinds of marketing stimuli do consumers notice? How can we get them to notice our marketing messages? What motivates consumers? What do consumers value?What elements can we include in our marketing mix to motivate consumers to learn more about our product or to buy it? What kinds of information are consumers good at remembering? How can we aid consumer memory for our brand name and product features? What makes consumers evaluate products as good or bad, and how can we persuade them that our product is good? How can we get consumers to choose our product over competitors? What features do consumers care about, and how does this influence their decision? What are the main things that determine whether consumers are satisfied with a product or not?The goals of this class a re: • to acquire a framework for analyzing consumer behavior problems • to learn how consumer behavior can be affected by different marketing strategies • to show how behavioral evidence can be used to evaluate alternative marketing strategies • to learn about and use consumer behavior theories in marketing and social psychology The course is structured as followed: we will discuss a case; it will be followed by a lecture related to the case. Note that we discuss the case for 1h30 / 2 hrs, so you are expected to be thoroughly prepared for class discussion.Course prerequisites: a solid understanding of your Core Marketing course Course Grades: Class participation Written assignments (2) Final exam 20% 40% 40% N. B. on class participation: Attending all sessions is obviously crucial. It will also give you the opportunity to actively participate in class discussions and obtain a high class participation grade. Note, however, that your mere presence is not suffic ient to earn points for class participation. What matters is the quantity and, especially, the quality of your contributions to class discussions.Assignments Assignments are due at the beginning of the relevant class. They are to be prepared in groups of 4 or 5 students. Students are expected to choose who they want to work with. All groups should be formed before the third week of class. Length: 3 pages (single spaced), plus any appendices, graphs, etc. The assignments involve a case analysis. Groups will write a brief paper examining the buyer behavior issues involved in two case readings assigned for the class, and describe the implications these principles have for the strategy they propose in the case.Each case will have associated questions with it that will help you structure your answer. Each assignment is due at the beginning of the class where the case will be discussed. Final exam The final exam will be a three-hour case-study, closed book, involving questions related to consumer behavior. It will take place during the last week of the course. We will finalize the exam date during our first class. Please make sure that you will not have any other work / interview-related commitment that day.Course Website This website has many useful things on it, including continuously updated information on assignments, readings, course schedule, etc. Also, we will use it as a platform to discuss consumer behavior issues covered in the press during the semester. Please check Blackboard regularly. Class Notes I will hand out hard copies of the slides after the case discussion in every session. In addition, the PowerPoint slides for each class will be available for downloading from the website as of right after class. Note, however, that these slides only present an outline of the class discussion.You will need to take notes to fully capture the material discussed in class. Additional Literature You can find additional relevant literature (e. g. , for your team proj ect) using the Bobst Business Databases ( http://www. nyu. edu/library/bobst/database/d_bus. htm ), as well as links on the class website. Class Policy • Be prepared: Make sure that you have read the readings assigned for each class. This will help you to better understand the material discussed in class and to actively participate in class discussions.Attend regularly: Regular attendance will provide you with more opportunities to contribute to class and thus increase your participation grade. Please note that you are responsible for knowing any changes or assignments announced in class. Arrive on time: Late-comers are very disturbing. Systematic tardiness will have a negative impact on your participation grade. Respect assignment deadlines: Late assignments will not be accepted without a prior agreement. Be honest: Cheating and plagiarism will result in a grade of â€Å"F” for the assignment/test for all parties involved. • • • •\r\n'