...time spent during the tutorial will be much more productive!Tips: fill in as much as you can. When filling up the template always think of the arguments you have to support your decisions (you will need to demonstrate your argumentative and critical skills in the coursework). | Segmentation Identify key segmentation variables and segment the market into three segments.Key segmentation variables (think through as many as possible):‘Umbrella’ variable (e.g, benefits sought, lifestyle, age, income etc.):Your identified three distinct segments (they shouldn’t overlap): * Segment 1: People with chronic back pain. - Segment 2:People over the age of 55 * Segment 3:People who are of mid-level income , they don’t want to perform surgery since expensive and want a substitute with is of same quality but at a more acceptable cost. | Targeting Evaluate market segments and choose the target segment.Market attractiveness criteria (segment size, segment growth, segment profitability etc.):Business strength criteria (resources, skills and competencies etc.):How would you rank the segments based on the market attractiveness and business strength (you are not going to use any sophisticated tools at this stage, simply rely on your experience and understanding): * Highest potential: segment x * Medium potential: segment x * Lowest potential: segment xYour target segment (one of the three): | Positioning Think about how you are going to position your product/service...
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...Hamilton Power Tools marketed industrial products by catering to constructional and industrial tool market. Their construction product lines included power trowels, power trowels, concrete vibrators, generators and power driven tools. Their industrial lines were primarily pneumatic tools: drills, screwdrivers etc. One of their products – gasoline-powered chain saw was slightly different from the above tools. Mr. Campagna, the marketing manager for Hamilton Power Tools knew that the chain saw industry primarily catered to following markets:-Professionals (lumberjacks), farmers, institutions and casual users. Among these casual user segment was considered to be the future growth market. Hamilton Power Tools thus hired Consumer Metrics of Chicago to conduct two research projects. The first one was a projective technique known as Thematic Apperception Test(TAT) using picture response techniques. The basic premise of TAT research is that it in an unstructured and indirect manner encourages respondents to project their emotions, needs, motives, attitude and values at a sub-conscious level. Purpose of research: The research was primarily exploratory to gain insights into reasons why people make certain purchases. Mr. Campagna also wanted to get a flavour of language people use in talking about chain saw. Analysis of method: The research was conducted in states of Illionois and Wisconsin. People who were selected for TAT were screened on basis of whether they planned to purchase...
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...Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment andcommunicating that we have made the choice to distinguish ourselves that way. Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing. In the undifferentiatedstrategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Usually, this is the case only for commodities. In the concentratedstrategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low...
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...1. Would consider Demographic segmentation, because she just starting her own small business, which is a sole priority ship. Which is for people working as an entrepreneur as herself. So she would have base some of it off of who like chocolate and who doesn’t also she need to know which chocolate people would buy more often, and where should she open her business. So that was demographic segmentation is when you want to know things about your consumer to get there interest in what you’re doing and if the location is right for that. So when you’re starting your own business you have to do a lot of things before you can even see progress from it. So it takes over time before you’re business start’s going unless you brand with another business which will be a b2b because that can get you off your feet with this business as well. 2. A segment would be concerted strategy because it focus on one aspect which is pet supply store. So it’s targeting animal’s owner to come to a store that can have deals for them that they will enjoy for their animals. Because the customer is always right. It also fall into value proposition, which give the customer a good perspective on they want as I proclaimed. They can also now in days buy their product online and walk into the store. 3. Micromarketing is basically when you have a specific item that you want and you’re interested in the product. People have lots of reason to be specific maybe for special occasion or just have a great day by...
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...egmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment andcommunicating that we have made the choice to distinguish ourselves that way. Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing. In the undifferentiatedstrategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Usually, this is the case only for commodities. In the concentratedstrategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low...
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...Starbucks 1.Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted the coffee market.? 2. What changed first—the Starbucks customer or the Starbucks Experience? Explain your response by discussing the principles of market targeting.? 3. Based on the segmentation variables, how is Starbucks now segmenting and targeting the coffee market? 4. Will Starbucks ever return to the revenue and profit growth that it once enjoyed? Why or why not? - Starbucks had made a goal and their initially segment was a Demographic segmentation -Starbuck or Schultz intentions to open 10,000 new stores in just four years and then push Starbucks to 40,000 stores. -In 20 years time, Schultz grew the company to almost 17,000 stores in dozens of countries. Starbucks targeted the customer who fell in love with the Starbucks Experience who was: -Wealthier, better educated, and more professional than the average American. - More likely to be female than male. - Between the ages of 24 and 44. Starbucks customer changed first. There simply were not enough traditional customers around to fuel the kind of growth that Schultz sought. Starbucks became a less attractive place to hang out. The new breed of customer was less affluent, less educated, and less professional. As the customer profile evolved, the Starbucks Experience grew to mean something different. To the new breed of customer, it meant good coffee on the run. It was a place to meet and...
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...How to solve the limitations of the current system. Material handling equipment is about roles in moving, storage, and control of the goods. The categories of material handling are traditional and modern. 1. Traditional (i) Used human power (ii) Not value adding (iii) Minimize used of since it depend on the capabilities of the human to handle the risk 2. Modern (i) Used robotic system/ computerise system (ii) Adding value (iii) Maximize flexibility of used Detection systems and RFID-based automated material handling is now available and common to many of these industries are particularly flatbed conveyor. MHS based flatbed conveyor systems bring themselves to control complexity, additional storage equipment such as baskets and trays and additional user activity. The meat processing industry in the UK has refused to adopt the system because of the cost of installation if there is no commercial benefit in a financial decline through food fear accompanied by potential incompatibility between the issues of system reliability and the imposition of additional stress operator. Based on time constraints, the research has been conducted on the MHS can solve the limitations of the current system. Therefore, a consortium project called Meatract, was established to research and develop novel MHS automatically detect and track cuts in the boning...
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...Market Segmentation of Kwality Walls Cornetto HUL had entered the ice-cream market through acquisitions of approximately 150 crores. It acquired Dollops from Cadbury’s in 1993 while it bought Kwality and Milkfood in 1995. Since Amul has entered into the ice-cream market, Walls has lost a huge market share to Amul. To again gain the lost market share, HUL has modified their market segmentation. On the basis of Density, it has segmented Indian market into Urban and rural area. It has decided to focus only on the urban segment specifically the top 6 metros of India. Over the years, it has expanded to the top 30 cities. The philosophy behind this decision is that the top 30 cities has 70% of total ice-cream consumers in India, i.e. the 30:70 principle. Kwality walls just want to increase the consumption of ice-creams in the markets in which they are present rather than entering into new market. HUL has also segmented the market based on demographics into three categories: Kids, Teenagers and Families. Cornetto as a brand Is targeted at teenagers while Paddle pop is for kids while red tub is for families. This kind of segmentation has allowed to create more consumption opportunity for different segments. For e.g. teenage hangouts for promotion of Cornetto. This segmentation also allows pricing based differentiation for the three segments. Paddle pop is sold at Rs.5 to Rs. 10, Cornetto for youth is priced between Rs. 20 and Rs. 30 while the family pack ice-creams are priced between...
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...Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment andcommunicating that we have made the choice to distinguish ourselves that way. Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing. In the undifferentiatedstrategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Usually, this is the case only for commodities. In the concentratedstrategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low prices...
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... Here my objective is to choose between one and three of these solutions of a module and create a 2-3 page report on. A few of the questions that I will briefly but clearly explain are what do I think of the purpose of the tool represented? What do I think can be learned from these tools? In what situations do I think these too would be useful? How can or could I apply these tools in my organization, career, or personal life? And last but not least my overall evaluation of the tools mentioned? Purpose The purpose of the SAP business object is for the NCIS is to have the opportunity to track all criminal activity in real time, identify crime trends, and allocate resources effectively. NCIS also uses this software to report to the U.S. Congress and justify funding. The next question asked was what I learned from these tools? A few of the items that I learned that I thought could not be possible was how amazing how this tool provided NCIS the opportunity to become proactive. NCIS went from solving crimes to actually preventing, investigating and solving them before they actually happen. The other question that I was asked to discuss was how I think that this tool would be useful. According to Ofelia Perotti, who is a analytical cell division chief at NCIS. She states within this article that “Congress allocates funds specifically for different functions. For example if certain...
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...assemble and adjust various styles of clutches or brakes QUALIFICATION REQUIREMENTS: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Manual dexterity and good number recognition skills is required. Ability to use air tools, power tools and hand tools is required. Experience in assembly practices and procedures are preferred. ESSENTIAL DUTIES AND RESPONSIBILITIES The list is representative but not intended to be all inclusive. Other duties may be assigned. Assemble various types and styles of product from start to finish including special customer requirements Read Operating Manufacturing Sheets (OMS) or Instructions to assemble product Burnish and adjust completed units as required Electrically test completed units and inspect parts for quality Prepare units for shipping, including proper documentation, as required Train other employees when necessary. Perform above duties with minimum supervision TOOLS AND EQUIPMENT: Air tools, power tools, hand tools and electrical test equipment PERSONAL PROTECTIVE EQUIPMENT Safety glasses and/or side shields and steel toed shoes. Some tasks may require gloves. All protective equipment required by company policy and/or State law. EDUCATION and/or EXPERIENCE: Less than high school education; or up to one (1) month related experience or training; or equivalent combination of education and...
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...Shortages Fortune 2000 food product manufacturer rapidly increases network visibility, extends useful life for existing tools, and accelerates MTTR for troubleshooting problems “We selected the Anue Net Tool Optimizer to eliminate our SPAN shortage problem. Since it has been deployed, we have also seen a significant improvement in network visibility, cost savings on tools, and faster MTTR for diagnostic troubleshooting.” – Lead Network Administrator “The Anue Net Tool Optimizer allows us to share traffic from our limited number of SPANs with eight tools, without dropping packets or overloading the tools with data.” – Lead Network Administrator Company Profile The Customer is a $4B food product manufacturer in North America (FY 2010). With products that distribute across the continent, in the United States, Canada, and Mexico, the Customer is one of the leaders in packaged coffee, health/natural foods, and a variety of other packaged edibles. Problem The Customer runs a complex network with approximately 7,500 networking devices deployed at their headquarters, as well as 33 remotely located sites, 75% of which are primarily manufacturing facilities. They use a variety of tool types, including Application Performance Management (APM), Intrusion Detection Systems (IDS), URL Filtering, Packet Capture, and Data Loss Prevention (DLP). With such a variety of tools, the Customer’s networking team found that the data center lacked available access points, specifically SPAN ports...
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...(MEL). Web Support link: http://www.nbaa.org/ops/maint/inoperative-equipment/minimum-equipment-list.php Inoperable Equipment and Minimum Equipment List I have chose to use NBAA.org as a good resourceful tool for learning in general when it comes to aviation. This web link will teach you an easy and simple way the definition and use of a MEL. Definition of MEL: A Minimum Equipment List (MEL) is one method aircraft operators may use to obtain relief from Federal Aviation Regulations that generally require that all equipment installed on the aircraft be operative at the time of flight. A MEL is a precise listing of instruments, equipment and procedures that allows an aircraft to be operated under specific conditions with inoperative equipment. It will explain you step by step the procedure and use of an MEL, such as: * Obtaining FAA approval * Conducting operations with an MEL * Correcting MEL inoperative items * Record keeping requirements NBAA.org is an excellent website for any professional in aviation or for anyone interest in aviation. Using this beside you can find information from student material, airport operations, security, maintenance, job search and much more. As a professional pilot, I recommend the use of this website as a tool in your aviation journey, career and studies. I will also advise you to consider getting a free membership with them, which will open even more opportunities of resourses....
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...Personal Responsibility as a Development Tool Arquímedes Cedeño University of Phoenix, Puerto Rico Campus GEN/200 February 14, 2012 Lic. Lopez-Rivera Personal Responsibility as a Development Tool In the society, the persons require a high degree of personal responsibility to be considered as a successful person in life. If they want to be successful must take responsibility as a habit necessary to create, without it, they are predetermined to fail. As Tracy says in his study: The more responsibility you take, the more in control you are. And the freer you are, especially in your own mind, to make decisions and to do the things you want to do. So there’s a direct relationship between responsibility, control, freedom and happiness. The happiest people in the world are those who feel absolutely terrific about themselves, and this is the natural outgrowth of accepting total responsibility for every part of their lives (p. 1). What is Personal Responsibility? Personal responsibility is the ability to determine one’s own decisions, choices, and actions (What is personal responsibility?, 2012). Are those actions that help us improve our quality of life, our relationship with people and the environment around us. Complying with the rules imposed by our society and enforces them through the rest of it. Responsibility is not a burden, it's a blessing (Gallozzi, 2012) How we acquired it? We acquired it through the teaching of our parents, early education. Those little...
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...CHAPTER 12 – EXERCISE 12-4 Solution Normal selling price: 389.95 Direct materials $143.00 Direct labor $86.00 Manufacturing overhead $35.00 unit production cost $264.00 Most MO os fixed and unaffected by variations in j ewelry produ ced $7 of the MO is variable with respect to bracelets produced Additional Special order: $6.00 per Special tools purchase $465.00 tool No affect on sales or capacity What affect? Special price $349.95 per Should the special order be accepted at this price Company: Miyamoto Jewelers Per Unit 10 Bracelet Incremental revenue $349.95 $3,499.50 Incremental costs: Variable costs: Direct materials $143.00 $1,430.00 Direct labor $86.00 $860.00 Variable Manufacturing overhead $7.00 $70.00 Special filligree $6.00 $60.00 Total variable cost $242.00 $2,420.00 Fixed costs: Purchase of special tool $465.00 Total incremental cost $2,885.00 incremental net operating income $614.50 CHAPTER 12 – EXERCISE 12-16 Solution Diehl Company Diesel Tractors unit product cost based on 60000 parts per year Per Part 60000 units Direct materials $4.00 $240,000.00 Direct labor $2.75 $165,000.00 Variable manufacturing overhead $0.05 $3,000.00 Fixed manufacturing overhead, traceable $3.00 $180,000.00 Fixed manufacturing overhead, common $2.25 $135,000.00 (allocated on the basis of labor hours) unit production ...
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