...Online Marketing at Big Skinny Case Study Bob Monroe 70-451 MIS September 10, 2013 Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Image courtesy Benjamin Edelman and Scott Duke Kominers [EK12] Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe Mock-up courtesy Benjamin Edelman and Scott Duke Kominers 70-451 Management Information Systems Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Mock-up co Benjamin Ede Scott Duke K [EK12 Mock-up courtesy Benjamin Edelman and Scott Duke Kominers Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Attributed to John Wanamaker US department store merchant (1838 - 1922) Carnegie Mellon University ©2012 - 2013 Robert T. Monroe 70-451 Management Information Systems Sponsored Search Terms Vary Greatly In Cost and Effectiveness Keyword Clicks Impressions CTR Avg. CPC Total Cost Avg. Pos. Conv. Cost per-‐ Conv. Conv. Rate thin wallets leather wallet "thin wallet" "big ...
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...Amanda Barnes 9512 Queensway Rd Upper Marlboro, MD. 20772 (301)-802-9649 Why have I chosen Carnegie Mellon as my particular college? Why does the sun rise and set on particular times? The answers to both these questions are unbeknownst to me, something I can never truly know. However, I have a feeling. Do you understand that feeling that you get when you know, yet you can’t explain it. The feeling is so assuring to you, but yet unsettling to others. Many begin to think you have completely lost your mind, others say you’re wired on some kind of drug, but you have no doubt in your mind of the significance for that feeling. You are so intoxicated with the limitless ideas and possibilities equipped with this one feeling, this foreign idea that has invaded your reality, but yet is the only thing that seems logical. This drive that is pushing you out of your comfort zone beyond the limits set by others and into a new future awaiting arrival. That same feeling is the very reason why I have chosen Carnegie Mellon as my top choice for college. Understand there are so many other choices I had. I am still applying to Rochester Institute of Technology, Pratt, American University, and Howard University. Nevertheless, I have made a decision to strive for excellence beyond what I think excellence should be. My standard is to acclaim more knowledge than ever thought possible. Not because I have been instructed to, but because there is an opportunity given to me. There is so...
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...Running head: COMPETATIVE ADVANTAGE AND PRO SPORTS Competative Advantage and Pro Sports Cynthia Moreno University of Phoenix MGT 488 Ricky Lovitt Abstract Competitive advantage is defined as the strategic advantage one business entity has over its rival entities within its competitive industry. Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. “A firm is said to have a competitive advantage when it is implementing a value creating strategy not simultaneously being implemented by any current or potential player” (Barney 1991 cited by Clulow et al.2003, p. 221). To gain competitive advantage a business strategy of a firm manipulates the various resources over which it has direct control and these resources have the ability to generate competitive advantage (Reed and Fillippi 1990 cited by Rijamampianina 2003, p. 362). There are two of competitive advantages: comparative advantage and differential advantage. We will address differential advantage in this paper and how it applies to the business of professional sports. A differential advantage is created when a firm's products or services differ from its competitors and are seen as better than a competitor's products by customers. Four criteria that determine a firm's competitive capabilities in the marketplace and judging a firm’s resources are as follows: 1. Are they Valuable? (do they enable a firm to...
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...CHANGE MANAGEMENT IN ACTION Transforming the corporate culture at Heinz Australia The Heinz Company's association with Australia began back in the 1880s when Heinz products were first imported from the USA to feed the American miners who came to work in the goldfields. Production first began in Australia in 1935 when Heinz (US) leased a factory in Richmond, Melbourne. During World War II Heinz began operating a factory in Devonport, and, from 1943 to 1946, the company sold 86 per cent of its production to the Commonwealth Government for supply to all the armed services. Postwar, Heinz Australia continued to expand, establishing new factories and acquiring numerous companies from the 1970s through to the 1990s. In 1998 Heinz Australia merged with Heinz–Watties, New Zealand. In 2003 the Heinz Watties Australasian business was restructured into three separate business units: HJ Heinz Australia, Tegal Foods New Zealand, and Heinz Watties New Zealand. It currently employs around 800 people in Australia and 1200 in New Zealand. With the restructure in 2003, Peter Widdows was appointed Managing Director of Heinz Australia and the company moved into its new head office at Southbank, Melbourne. In February 2009 Widdows was appointed Chief Executive Officer of Heinz Australasia (Japan, Australia, New Zealand and Korea). The phenomenal success of Heinz in Australia and its influence on Heinz businesses in the Pacific region over the last six years are largely credited to the transformational...
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...Planning a Start-up Business Introduction Starting a business can be scary; especially if you do not know what you are doing, or if you are doing it by yourself. It can also be an exciting experience if you have done the research, established a business plan, and stay committed. There are facilities where start-up business can go for help, advice, and services to help them in getting started. These are called business incubators. Business incubators can be located in a rural or urban location, and provide skilled services, technology such as internet, or phone lines, and minor assembly of products (Schermerhorn, 2013). Discussion Content The importance of a feasibility study and a business plan. When thinking about a feasibility study and a business plan, one may think that they are the same thing. They are not. A feasibility study is a study that determines whether a potential business will be able to operate successfully. A business plan formulates how and where the business will go and how it will be financed. Usually, one would execute a feasibility study, and then prepare a business plan. A feasibility study can be very helpful initially. It assists the entrepreneur in addressing an important question, “should we proceed with the proposed project idea?” (Hofstrand & Holz-Clause, 2009). By researching and contemplating different ideas in the study, a person can determine which course of action will be the best to adapt. A feasibility study develops into the foundation...
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...Introduction The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of all U.S.-based food companies. Famous for our iconic brands on five continents, Heinz provides delicious, nutritious and convenient foods for families in 200 countries around the world. In more than 50 of those countries, we enjoy the number-one or number-two market position. The H. J. Heinz Company, commonly known as Heinz and famous for its "57 Varieties" slogan and its ketchup, is a U.S. food company founded on 1869 Perhaps best known for its ketchup, the H.J. Heinz Company manufactures thousands of food products in plants on six continents, and markets these products in more than 200 countries and territories. The company claims to have 150 number one or number two brands worldwide. Key Heinz markets are segmented as North American Consumer Products, U.S. Foodservice, Europe, Asia Pacific and Rest of World. The commitment to providing a variety of wholesome foods, with an unwavering emphasis on health and wellness, makes Heinz like no other company on earth. Throughout the world, Heinz is synonymous with ketchup. They sell 650 million bottles of Heinz ketchup every year and approximately two single-serve packets of ketchup for every man, woman and child on the planet. For millions of families the world over, “if it isn’t Heinz, it isn’t ketchup.” Beyond ketchup, Heinz also markets an ever-expanding selection of other great tasting foods. The core products include...
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...Background and Product Lines H.J. Heinz Company manufactures and markets a large line of processed food products throughout the world. Established in 1869, Heinz went from selling on the local market, to selling on the national market, to selling on the global market. Heinz is known throughout the world for it’s consistent quality, old-fashioned values and great taste. When Henry Heinz was only twenty-five years old, he founded H.J. Heinz Company. Run by family members for decades to follow, Heinz expanded beyond its local start up point and ventured into the global market. Heinz’s first overseas endeavor began in 1905 when it began selling its products in London. From then on, worldwide expansion grew. Heinz acquired companies in various countries such as Italy, Portugal, Mexico, South Africa, Russia, the Czech Republic, Hungary, South Korea, China, India, Egypt, Botswana and Zimbabwe, not to mention the companies that it has acquired in the United States. Heinz in represented in 200 countries across the globe and as fast as their locations have numbered, so have their product lines. The leading products and major source of cash flow is in the sale of the regular, garden-variety ketchup, condiments, and sauces. Other product lines include convenience meals, frozen foods, pet foods, infant foods, and organic and nutritional foods. Because each country has a different style, culture and taste, the different product lines are sold throughout the world on different...
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...First and Second Order Cybernetic Approach 1. How is reality seen by each specific approach? Describing reality is a challenge as is something that is unseen and untouchable. The first order cybernetic approach talks of the system that is entirely independent to the observer, while the second order cybernetic approach talks of systems that observe themselves. Hoffman (1985) challenges the way reality is viewed in second order cybernetic as he believes that people could never be sure as to what they think they saw is actually a real or is actually there. From the first order cybernetic approach the epistemological principle view reality a something that can be learned through the process of observation and at the same time the whoever has went through that process will not influenced by the same process. Individual can observe themselves, reality is how the individual see themselves without looking at the outside world (Becvar & Becvar, 2006). According to Becvar et al (2006) the therapist in the second order cybernetic approach has to take note that their observation can be influenced by the process and reality will be a challenge as they will have to consider the perception of their clients and their own perception. Looking at both the approaches reality is seen or view as perceptions created by the individual. 2. How is health and pathology addressed by each approach? In trying to address health from the first order cybernetic a healthy family is a family which...
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...* References Alcoholics Anonymous Handbook (1976) Alderfer, C. P., Brown, L. D., Kaplan, R., & Smith, K. K. (in press). Group relations and organizational diagnosis. New York: Wiley. Argyris, C., & Schon, D. (1974). Theory in practice: Increasing professional effectiveness. San Francisco: Jossey-Bass. Ashby, W. R. (1964). An introduction to cybernetics. London: Chapman and Hall and University Paperbacks. Ashby, W. R. (1965). Design for a brain. London: Chapman and Hall and Science Paperbacks. Bailey, K. D. (1991). “Autopoiesis”. In Proceedings: American Sociological Association Annual Meeting, . Cincinnati, OH Bateson, G. (1972). Steps to an ecology of mind. New York: Chandler Publishing Co. Bateson, G. (1979). Mind and nature: A necessary unity (Bantam Trade edition, November, 1988 ed.). New York: Bantam Books. Bateson, G. (1991). Sacred unity: Further steps to an ecology of mind. New York: Harper Collins Publishers. Bateson, G., & Bateson, M. C. (1987). Angels Fear (Bantam ed.). New York: Macmillan. Bateson, G., Jackson, D. D., Haley, J., & Weakland, J. (1956). “Toward a theory of schizophrenia.” Behavioral Science, 1: 251-264. Beer, S. (1974). Designing Freedom. Toronto: CBC Publications. Beer, S. (1979). The Heart of the Enterprise. New York: Wiley. Beer, S. (1989). “The viable system model: Its provenance, development, methodology and pathology”. In R. Espejo & R. Harnden, (Eds.). The Viable Systems Model: Interpretations and applications...
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...F.T.C. v. H.J. Heinz Co. United States District Court for the District of Columbia, 2000. 116 F. Supp. 2d 190; 2000-2 Trade Cases (CCH) ¶73,066. The Federal Trade Commission seeks a preliminary injunction pursuant to Section 13(b) of the Federal Trade Commission Act, 15 U.S.C. § 53(b), to enjoin the proposed merger of the baby food divisions of H.J. Heinz Company and Milnot Holding Corporation ("Beech-Nut"). . . . I. BACKGROUND A. Market overview Four million infants in the United States consume 80 million cases of jarred baby food annually, representing a domestic market of $865 million to $1 billion. There are only three major manufacturers and distributors of jarred baby food in the United States: Heinz, Beech-Nut, and Gerber Products Company. Gerber is by far the largest domestic manufacturer. It enjoys, and has enjoyed for some 40 years, a dominant market share that has recently grown to between 65 and 70 percent. The Gerber market share is now 65 percent, the Heinz share 17.4 percent, and the Beech-Nut share 15.4 percent. . . . Heinz's domestic baby food products are manufactured at its Pittsburgh, Pennsylvania plant, which was recently updated at a cost of $120 million. The Pittsburgh plant now operates at 40 percent of its production capacity and produces 12 million cases of baby food annually. . . . Beech-Nut manufactures all of its baby food in Canajoharie, New York, at a manufacturing plant that was built in 1907 and began manufacturing baby food in 1931. The plant...
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...Organizational Design Research Worksheet |Heinz-Divisional Structure-Successful | | | |The H.J. Heinz Company, headquartered in Pittsburgh, Pennsylvania, is the most global of all U.S.-based food companies and one of | |the world’s largest food-processing companies. In more than 50 countries Heinz is considered number one or number two in the market| |position. Beside ketchup, Heinz also sells other products ranging from sauces, meals, snacks, and infant/nutrition. Among them are | |our 15 Power Brands, which comprise approximately 70% of our global sales. A divisional structure is when divisions operate as | |autonomous businesses under the larger corporate umbrella. Because of Heinz using the divisional structure they are able to | |evaluate the performance of each of their departments individually. Because divisions are relatively autonomous, Heinz can take | |action with little to none disruption to its remaining operations. Divisions can maintain a healthy competition among themselves by| |sponsoring separate campaigns, different identities, etcetera. Because Heinz chose a divisional structure they have had their | |divisions work well together because each area is focusing on a single product and there is not the stress...
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...The Heinz Dilemma The Heinz Dilemma was created by Lawrence Kohlberg to help identify moral development, that are stories of moral dilemmas about a man named Heinz who was from Europe. (McLeod, 2013)These theories extended Piaget's, John Dewey's, and James Mark Baldwin's research of children's moral development. (Barger, 2000)“These men had emphasized that human beings develop philosophically and psychologically in a progressive fashion.” (Barger, 2000) So with the combination of Piaget's theories and his own dilemma ideas, Kohlberg came up with the Heinz Dilemma. (McLeod, 2013) In the Heinz Dilemma there are six stages of moral behavior and how the individual justifies their behavior. The three stages broken down by two per stage making...
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...1. How is reality seen by each approach? In first order cybernetics, reality is discovered through observation without the observer being influenced in process. To ensure such, the observer place themselves outside the system, where they can observe what is goes into and comes out of it so that they can initiate change (Becvar & Becvar, 2009). In second order cybernetics, the observer is recognised as a part of, or participant in that what is observed. Perception of both the observer and the observed is recognised. Reality is constructed other being recognised as something that is out there. Becvar & Becvar (in Baron, 2007) is cited as stating that, first and second order cybernetics are consistent with each other in the assumption that, reality is understood as perceptually constructed or created. Baron (2007) noted that, reality from first cybernetics approach maybe explained and interpreted from an isolated remote position, while a second order approach is aware that it is not possible to understand other’s reality without being a part of it during the process. The focus on context and communication is of utmost relevance in both approaches. The therapists attempt to understand the context through examination of individual perceptions, meanings and prevailing social system within which the relationships are included. Becvar & Becvar (2009) emphasized that, from a cybernetics perspective, meaning is derived from the relation between individuals and elements as each defines...
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...Kylie Young Prof. A. Stracuzzi ENGL 1007 Pop Culture – 40 15 February 2015 Heinz Ketchup, 2009 Semiotics includes the way in which we perceive and create meaning in messages we are exposed to. Advertisers often depend on semiotics to convey a message through an advertisement, quickly and effectively; usually in a clever manner. A great example of semiotics used through advertising is the Heinz Ketchup advertisement. This ad shows what appears to be a classic glass Heinz ketchup bottle, sliced horizontally, with a tomato on top of the bottle. The bottle is centered onto a red background, with white lettering at the bottom of the page, which reads “No one grows ketchup like Heinz”. What seems like a rather simple advertisement, gives the consumer almost subliminal-type messages. Most people know that ketchup is full of sugar, and other unnatural ingredients. However, this ad pictures the ketchup bottle to be sliced like a tomato; which shows health and freshness to the consumer. Ketchup is by no means “grown”, it is manufactured in a factory. The advertiser’s behind this particular ad are basically attempting to redefine ketchup, by making the bottle appear like a fresh and wholesome vegetable. In doing that, it is almost “tricking” the consumer into thinking Heinz ketchup is healthier or has more nutritional value and benefits than the leading ketchup brands. The ad almost makes Heinz seem like it is also a tomato farm, growing their tomatoes and then using them to create...
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...In this task I would be selecting six different types of products from different organisations and I would also be talking about my choosing products segmentations. Segmentation refers to a process of dividing a large unit into various small units which have more or less similar or related characteristics. Market segmentation is a marketing concept which divides the complete market set up into smaller subgroups involving consumers with a similar taste, demand and preference. One market segment is totally distinct from the other segment. A market segment contains of individuals who think on the same lines and have similar interests. The individuals from the same segment respond in a similar way to the fluctuations in the market. Basis of Market Segmentation Gender The marketers divide the market into smaller segments based on gender. Both men and women have different interests and preferences, and thus the need for segmentation. Organizations need to have different marketing strategies for men which would not work in case of females. A woman would not purchase a product meant for males. The segmentation of the market to include gender is important in many industries like cosmetics, footwear, jewellery and apparel industries. Age Group Division on the basis of age group of the target audience is also one of the ways of market segmentation. The products and marketing strategies for teenagers would be different than kids. Age group (0 - 10 years)...
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