PRODUCT DEVELOPMENT AND OPERATIONS

Read the Product Report for Alikay Naturals Moisturizing Black Soap Shampoo. The Product Report contains important information that will help you to identify where the product stands in the Product Life Cycle and give you clues about what changes customers might like to see. Respond to Rochelle and her team at Alikay Naturals based on the information in the Product Report.

  • Identify where Moisturizing Black Soap Shampoo is currently positioned in the product life cycle and describe the rationale for your position.
  • Compose 3 questions that Rochelle should pose to her team to better understand the product’s positioning and potential at this particular stage in its life cycle. (E.g., if you have determined the product is in the Introduction Phase, you might suggest the question: How have competitors priced similar products?)

Step 2: Product Changes

Based on what you’ve learned:

  • What recommendation(s) do you have for Alikay Naturals to improve or replace Moisturizing Black Soap Shampoo?

Step 3: New Product Development

Read the New Product Proposal, which contains three examples of possible products that could be developed to replace Moisturizing Black Soap Shampoo. Based on the information in this proposal and the customer feedback in the Product Report:

  • If you had to recommend one product, which product would you recommend they create? Explain your decision.
  • Determine which type of innovation this represents from among the four main types discussed this week. Briefly explain why you chose that type of innovation.

Note: You should complete Step 4 after reading the material in Week 3

Step 4: Production Methods

Based on your understanding of Alikay’s position in the product life cycle and expected sales volume:

  • Which production method do you think Alikay is using for the Black Soap Shampoo? Explain your rationale.
  • If Alikay chose to keep the Moisturizing Black Soap Shampoo and launch your recommended product as a ͞limited time only͟ trial, what production method should Alikay use for the test market product? Why?

Step 5: Real-World Application

Choose a product at your company or one that you are familiar with that is in the mature stage of the product life cycle. Briefly describe the product, why you believe it is in this phase, and what improvements could be made to change its current path

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Unit III Essay

The marketing mix is used within the implementation of the marketing strategy. Please select one of the industries listed below, and search for information about the marketing mix used by at least two companies in your selected industry: soft drink, fast food/restaurant, BBA 3201, Principles of Marketing 2 hotel, cell phone provider, banking, automobile, airline, or entertainment. Provide an example of the four areas of the marketing mix—product, price, placement, and promotion—used by each of your selected companies. Discuss where their marketing mix strategies are similar and where they are different. Explain why. Identify the product positioning and brand strategy used by your two chosen companies. Relate the importance of product positioning to their brand strategy. Also, consider the element of ethical promotion and social responsibility toward consumers. In addition to company websites, http://www.ibisworld.com/ and http://www.mergent.com/ are excellent resources to find information about markets and individual companies.

Your essay must include an introduction. You must also reference at least one journal article from the CSU Online Library and two articles from business-related or news websites; therefore, your essay should be supported by at least three sources. Your research project must be at least six pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Use APA style guidelines for formatting. An abstract is not required. Information about accessing the grading rubric for this assignment is provided below.

Unit IV Essay Target Marketing Essay

Choose a business-to-consumer (B2C) or business-to-business (B2B) company that uses target marketing. Then, you will need to complete the following list: Briefly introduce the company you have chosen. Gather examples of its activities and products that support its business model. Remember to properly cite and reference the sources of information you find. You should have at least two references from business-related or news websites. Explain each of the four bases for segmenting consumer markets or each of the five bases for segmenting business markets. In the company you chose, describe which of these bases for segmenting markets is used, and describe how the selected segmenting options are achieved. Examine how these factors influence the promotional strategies of your chosen company. Your essay must be at least four pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Use APA style guidelines for formatting. Information about accessing the grading rubric for this assignment is provided below.

International Business Communications

Unit 1 db2

Primary Task Response: Within the Discussion Board area, write 400–600 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.Consider an organization you work for, have worked for, or would like to work for.  Then, identify a country in which they do business or might do business outside of the United States. You also may select a company in contemporary business news that conducts business globally.Discuss the key differences in cultural variables between the United States and the country that are important when conducting business in the selected country. What are the implications of these differences for the practice of business? Consider political, economic, legal, educational, and social systems of the selected country. Refer to Intellipath, MUSE, and Beyond the Book references in creating your response. Include a response to the following questions in your discussion writing at least one paragraph for each bullet point:Describe globalization and its benefits to business operations.  What kind of management orientation style (ethnocentric, polycentric, regiocentric, geocentric) would you use to be most effective given the cultural attributes of the country?  How would you overcome the anticipated barriers to communication? Provide specific examples.

Unit 2 – Individual Project

You are in the role of project manager for a coffee franchise global expansion project. You plan to expand into three different countries. The magnitude of the project requires you to prepare for the project kickoff meeting and business negotiations with the project team who are potential partners from Mexico, China, and Saudi Arabia. You understand that these cultures are vastly different. They have different business customs, social protocols, and languages, so conducting business with each country requires a customized approach.To prepare for your first outreach effort with each country, analyze the cultural similarities and differences that exist between the countries and the United States using Geert Hofstede’s Six Cultural Dimensions as discussed in class. Note that the three countries are characterized by collectivism while the United States has an individualist culture.Create a bar graph and/or table that summarizes the key cultural dimension comparison. Then, compare and contrast each country according to your findings. Discuss the implications of the relative cultural dimensions. How might they impact managing the global expansion project? Remember that you are adapting your approach from a United States centric view. (400-600 words).This assignment lays the foundation for IP4, where you will apply your findings to forming an effective global team.Step One:  Visit Geert Hofstede Cultural Dimensions Step Two:  Create a country comparison using the United States in first dropdown menu box to see the values for the six cultural dimensions. After selecting the United States, a second and a third country can be chosen in the second dropdown menu box. Keep the United States in the first box and then repeat for each country (Mexico, China, and Saudi Arabia) involved in the fast food expansion project to see a comparison of their scores.Step Three: Create a bar graph and/or table to highlight how the four countries compare to the United States by using the value scores under the comparison to create the bar chart.  How to make a bar chart on Microsoft Word:Click “Insert” tab  Click “Chart” in the Illustrations Group  Select “Bar”  Click “OK” to insert a chart and a spreadsheet will open alongside your Word document. The spreadsheet contains sample figures surrounded by a blue border. Column “A” contains data labels. The remaining columns contain data.  Click a corner of the border. Drag it down or up to add or remove items from the graph.Step Four:Using your findings:Explain Hofstede’s cultural dimensions.  Using the United States as a basis for comparison, evaluate each country’s similarities and differences relative to the franchise business deployment.  Discuss the implications for your initial communications within each country.  For example, what is the impact of collectivism relative to individualism regarding management communication?

unit 3 db

Primary Task Response: Within the Discussion Board area, write 400–600 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.Idea:In preparing to launch the coffee franchises in China, Mexico, and Saudi Arabia, you are planning to visit each country to interview potential global team members.  You know it is important to be aware of the value differences and social customs in each country to develop trusting relationships to avoid potential conflicts. Compare and contrast your approach to doing business and building relationships among the global team members. Apply the readings, Intellipath, and library resources to respond to the following:Discuss collectivism and how it applies to China, Mexico, and Saudi Arabia.  Explain the role of relationship building in China, Mexico, and Saudi Arabia compared to the United States.  Explain the cultural value differences in time (monochronic versus polychronic cultures), approaches to decision making (objective or subjective approach), and individualism that could potentially occur during global operations.   What are some of the nonverbal behavior differences among the countries such as silence, eye contact, body movements, proxemics or interruptions that may affect doing business with your global team?

Market Analysis and Insight

 This assignment has 2 parts:

What was once pseudo Earth Day is now a year-round, Green marketing revolution, as described in the following:

  • Purchasers of a national magazine qualified for a free reusable shopping bag.
  • A reality show eliminated water bottles from the set.
  • A popular water bottle company rolled out a new bottle made of 30% less plastic.

Pick an existing consumer product.

  1. How can you pitch an idea to the product’s manufacturer to position it as Green?  Sell the concept as if you are the marketing executive for the Green Company looking to win the account.
  2. Identify your competition, and discuss how your new and improved product is poised to compete. How will positioning your product as Green set it ahead of the competition?

Brand Building

This assignment has 3 parts:

Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product. Product endorsers have been an integral part of marketing for centuries. Popular music has become a major part of ad campaigns. Song selection coupled with a product endorser for a multiplatform campaign is a way to differentiate from other brands. Two examples include the following:

  • A popular brand of body wash upped the ante by using Pussycat Doll, Nicole Scherzinger, as the endorser who also sang a Brazilian-inspired reinterpretation of Duran Duran’s Rio.
  • Then, there is a shampoo company that launched a global brand campaign that features mega star Madonna and is the first of its kind using an artist of such stature to launch a global brand.

For the purpose of this discussion create a new consumer product and then discuss the following questions.

  1. How will you define your target market?  What preliminary information will be helpful?
  2. Who would you select as an endorser for your campaign?  What song would you use?  Explain the rationale behind your choices.
  3. Discuss your competition and how you are both poised to compete and differentiate.

Marketing

(2 pages min )

Review the Oracle research results Consumer Views of Live Help Online 2012: A Global Perspective.  Assume you are servicing customers in one of the following regions:

  • China
  • Europe
  • Latin America (Mexico and Brazil)

Develop an online help approach that would best serve your customers in a format you may use to present to the management of your company. Support your recommendations with results presented in the Oracle paper. Feel free to use other information you may find on the internet, but it’s not required.