The Company/Product’s Strengths

at
Categories
Tags

 

 

 

Watch the video and answer the following three (3) questions:

1. What does this positioning statement tell you?

2. In relation to the iPad, what can you see are…

INTERNAL/Company & Product

– The Company/Product’s Strengths?

– The Company/Product’s Weaknesses?

EXTERNAL/The Market

– The Market Opportunity?

– The Market Threats?

3. Knowing what you now know about positioning, create a new and improved tagline for the 2010 iPad:

 

 

Question2:As you will soon see, entering a competitive market with a product, no matter how magnetic or great, is not an easy task and simply creating “magic moments” is not enough.

In order to build an effective marketing strategy it is important to gain an understanding of the dynamics of the marketplace including competition, customers and potential customers, the company itself, etc. We call this process a Situation Analysis.

Your first project will be to develop a “Bring Krispy Kreme Back to New England (Boston)” Marketing Strategy. For those of you not from the region, the major competition for Krispy Kreme was and still is Dunkin Donuts, which for many folks rules New England!

Before we dive into the project and with limited information at hand for the moment, take a look at the Situation Analysis Checklist.pdf

 

As you will experience, there is massive information to sift through to help you understand the marketing environment including:

The Fast Food Treat/Quick Service Restaurant (QSR) Sector in New England
The Brands
Past History in the Region
Financial Performance (past/present)
Scale of Competitors’ Presence (esp. Dunkin Donuts & Starbucks) in the Market
And more!
Yikes! So how do you get this information? Where do you go? How can you do this efficiently?, and effectively? How do you begin?

The Assignment:

Like most of us, you will probably go to Google first.

1. Go ahead, go to Google, and at minimum, list five (5) sources of relevant information to help you build a Situation Analysis. Please list for each source:

Search Terms You Used
Names of Sources with Links
Description of What You Found
For example, here is one (1) source I found searching for “Dunkin Donuts Competition”:

Starbucks vs. Dunkin Donuts – Boston.com
https://www.alexa.com/siteinfo/boston.com…The Boston GlobeThe Globe mapped all the Starbucks and Dunkin’ Donuts in the United States — more than 11,100 Starbucks and 7,200 Dunkins — and asked three business analysts to tell us what the maps say about the competition between Starbucks and Dunkins. 2. Do the same again, but don’t use Google as your search engine!, and again list five (5) sources as #1 above. I also need you to list

Search Terms You Used
Names of Sources with Links
Description of What You Found
HINT: I recommend you check out the Iwasaki Library and the resources that are available there.

Impress Me:1. How far did you go to get the background information you need to develop a strategy, and2. What more do you think you need to tackle the upcoming project.

Sample Solution

the late 1700s, men were not at all equal, and this was especially true when regarding social class, and race. One of the reasons why the Constitution was written is probably because they want to set fundamental laws and give basic rights to its people in America, with hopes that people work towards common goals and achieve them at some point. Therefore, I think Socrates created the ideal city so that people can at least try to live a just life, and city. Unfortunately, though, if Socrates were to see today’s world and see our current government, I think he would categorize us with a mix of democracy and tyranny. Our current form of government is a democracy; we have freedom, and there are large numbers of people who value their material possessions and are obsessed with consuming more. However, our world today can be very dark. Murders, robberies, and crimes alike happen daily, as well as the “crime” of not caring for each other, as well as the earth. Socrates never really mentioned the world as a whole being something of importance, but I feel that if he were to see today’s world and the condition that the earth is in, including animals, I think he would think of all of us as evil creatures. We would not be seen as just, because not only do we not care for one another, even in our own communities, but we do not care about the world itself. I think our world today is filled with selfishness and an excessive desire to consume. We, Americans, may be the worst of them all just because every American consume so much. This goes for food and drink, but also for material items. We kill so many animals, trees, and destroy wildlife to further provide for ourselves; we mine for diamonds, have factories that emit toxic gases, and more. I feel that Socrates would create a brand-new city just to categorize our world today. We are what he feared of being the worst, and somehow, we are worse than his imagination. In addition, our ruler at the moment, being our president, is someone who would not be described as philosophical or wise. He is someone who got his power by campaigning and such; it was not an obdurate innate trait that he had—he actually wanted to rule. Socrates believes that those who rule do not want to rule and are rulers because they are best suited naturally. He would not be satisfied with our world today.

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