Premium Essay

E-Sonic Case Study

In: Business and Management

Submitted By tcmoore15
Words 917
Pages 4
MGMT 4030
March 2, 2011
E-sonic – Part 2

Benchmark jobs:

Job | Benchmark Job | Marketing Director | Marketing 4 | Creative Director | Marketing 3 | Director of Market Research | Marketing 4 | Copy Writer | Marketing 2 | Market Research Analyst | Marketing 1 |

COLA Calculation: * Los Angeles-Riverside-Orange County, CA – CPI All Urban Consumers, All Items (Jan. 2010 – Jan. 2011)

228.652 – 224.610 | X 100% = 1.8% | 224.610 | |

Explanation of COLA:
Since E-sonic is located in Los Angeles, California, and is looking to recruit the most music savvy and most experienced software development personnel to live and work there, the Consumer Price Index for the area including Los Angeles, Riverside, and Orange County made the most sense to use for calculating the Cost of Living Adjustment. A 1.8% COLA indicates that from January 2010 to January 2011 the average cost of goods and service in the greater Los Angeles area increased by 1.8%. E-sonic will have to take this percentage into consideration when determining how much employees will be paid. Once compensation surveys are conducted to figure out what competitors are paying their similar marketing positions, the average will have to be increased by 1.8%.

Pay Grades:
For E-sonic’s marketing department, I have decided to use three pay grades. There are a couple reasons behind this. First of all, when looking at the different jobs within the family, I noticed that the jobs do not have a large difference in evaluation points assigned to them. I still want to have some sort of structure differentiating several of the jobs; however, I believe that based on the somewhat similar skills and requirements of the various jobs, there shouldn’t be much social distance between the employees that fill them. Also, because there is less of a hierarchy among the employees, their salaries will be...

Similar Documents

Premium Essay

Paper

...Course Background and Syllabus for a sonic pda project-oriented Course Background: Project/Company/Product Analysis Assignments Each student and/or team will select create a fictional product or service that they would like to bring to market. The students then become the class experts on the product, the company, and the industry in which it operates. Students should be encouraged to look up articles about that industry in Business Week, Forbes, Fortune, the Wall Street Journal, Marketing Communications, Media-Scope, and/or Advertising Age. The students should use the Kotler text as guides for the project and the program Marketing Plan Pro to formulate the full marketing plan. The Marketing Plan Pro will provide the basis for either presentations and/or a paper that analyzes and evaluates the marketing program of the chosen product. You could grade the effort based on the following criteria: • Use of analytical marketing concepts to analyze the company and its products. • Degree to which information was sought and attained. • Quality of critique of company’s marketing program. • Quality of suggestions for future marketing. • Quality of writing. MARKETING MANAGEMENT FALL SEMESTER Instructor: E-mail: Web site: Campus: Office Hours Or by Appointment at Either Location Course Credits: 3 (Three) Class: Required Materials Marketing Management, 12th edition, by Kotler/Keller,......

Words: 4749 - Pages: 19

Premium Essay

Study

...kot69185_app1.qxd 12/29/04 1:17 PM Page A-1 Appendix 1 MARKETING PLAN The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch a new product or build sales for existing products. Nonprofit organizations also use marketing plans to guide their fundraising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan Unlike a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope. It serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organization. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, the finance department must have funding available to cover the expenses, the human resources department must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact...

Words: 5081 - Pages: 21

Premium Essay

Reference

...marketing Appendix 1 Marketing Plan The Marketing Plan: An Introduction (pp A1–A2) As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch a new product or build sales for existing products. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies develop marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan Unlike a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation, a marketing plan has a more limited scope. It serves to document how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other departments within the organization. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, the finance department must arrange funding to cover the expenses, the human resources department must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout will vary from company......

Words: 5415 - Pages: 22

Premium Essay

Dlib

...Marketing Plan: Sonic Personal Digital Assistant (Main extracts) Sonic, a hypothetical start-up company, is getting ready to introduce a new multifunction personal digital assistant (PDA), also known as a handheld computer. Sonic’s new product is entering a marketplace crowded with offerings from Palm, Handspring, and other PDA makers. The following is excerpted from the marketing plan that Paul Chan, Sonic’s chief marketing officer, has prepared for the coming year. CURRENT MARKETING SITUATION The $3.7 billion PDA market is dominated by Palm, which sold in its 13 million units first five years. Industrywide sales are expected to accelerate for at least the next five years, with multifunction devices attracting an ever- increasing market share. Analysts predict 4 million units in total PDA sales for this year and 5 million for the next year. Market leader Palm offers a range of PDAs for consumer and business use, from a low-end, non-Web-enabled, monochrome model to a slimmer, lighter, high-end model equipped for Web access and e-mail notification. Handspring, an aggressive number two in the market, attracted a 21-percent share in its first year and drove Palm’s share to below 70 percent. It licenses the Palm operating system for its Visor PDAs, which are lower-priced and generally more versatile than Palm’s PDAs. PDAs made by Compaq, Hewlett-Packard, and Casio—all of which are based on the Windows CE operating system—currently account for less than 10 percent of......

Words: 1226 - Pages: 5

Premium Essay

Sample

...the potential profits of the emerging online music industry, Sonic Records has established esonic, a subsidiary exclusively designed to serve as an online music store. In the wake of mounting anti-piracy campaigns concerning music downloads, increased demand for digital technologies that offer greater access and mobility, and an overall increase in consumer demand for access to digital media, esonic has a more than favorable forecast of success in entering the digital music market. Despite fierce competition from established online music providers such as Apple’s iTunes and Napster, esonic will find more than enough room for growth. Through strategic alliances with software and hardware technology firms, esonic can further magnify its reach and appeal to become a digital music industry giant. A unique opportunity presents itself to esonic: it can learn from and avoid the mistakes of digital music industry pioneers, whilst simultaneously mimicking elements of successful strategies at the rapid pace that an online music store with relatively little operating costs can provide. Designing a competitive business strategy remains imperative, however, and the success of esonic will be dependent on its ability to adequately recognize opportunities for growth. Growth in global spending and a naturally expanding digital distribution market invites esonic to capitalize on the digital music industries in foreign markets. Studies have shown the most significant growth in that sector......

Words: 5891 - Pages: 24

Premium Essay

Comm

...use this practice exam both legally and ethically. ------------------------------------------------- ------------------------------------------------- Signed: Bryan W. Redd (11/29/13) User Disclosures 1. IT IS UNDERSTOOD THAT THE QUESTIONS ON THIS EXAM HAVE BEEN COMPILED BY ONE OF YOUR CLASSMATES AND AS SUCH ARE NOT QUESTIONS THAT: a. Were used by the Professor in past-courses; NOR b. That one should necessarily expect to see included on the final exam 2. IN ORDER TO RECEIVE THE SAMPLE RESPONSES TO THIS EXAM, YOU MUST: c. Contribute work (either individually or as a member of a study group) toward the exam’s completion; and then d. Email a copy of the exam (demonstrating your work contribution) to me, along with the following TWO statements: i. “I (either individually or collectively as a member of a study group) have contributed work towards the completion of this practice exam. I understand that I am NOT to provide sample responses to...

Words: 2358 - Pages: 10

Free Essay

Fdsafgds

...Airbus vs. Boeing in Superjumbos: Credibility and Preemption by Benjamin C. Esty and Pankaj Ghemawat Current Draft: August 3, 2001 Benjamin C. Esty Morgan 381 Harvard Business School Boston, MA 02163 Tel: (617) 495-6159 e-mail: besty@hbs.edu Pankaj Ghemawat Morgan 227 Harvard Business School Boston, MA 02163 Tel: (617) 495-6270 e-mail: pghemawat@hbs.edu Acknowledgements: We would like to thank Ed Greenslet and The Airline Monitor for providing data on and insights about the commercial jet aircraft industry, Mike Kane for assistance with the original teaching case, and the Division of Research at the Harvard Business School for supporting this research. Airbus vs. Boeing in Superjumbos: Credibility and Preemption Abstract In December 2000, Airbus formally committed to spend $12 billion to develop and launch a 555-seat superjumbo plane known as the A380. Prior to and after Airbus’ commitment, Boeing started and canceled several initiatives aimed at developing a “stretch jumbo” with capacity in between its existing jumbo (the 747) and Airbus’ planned superjumbo. This paper provides a strategic (game-theoretic) interpretation of why Airbus, rather than Boeing, committed to the superjumbo, and why Boeing’s efforts to introduce a stretch jumbo have, at least to date, been unsuccessful. Specifically, game theory suggests that the incumbent, Boeing, would earn higher operating profits if it could somehow deter the entrant, Airbus, from developing a superjumbo,......

Words: 17803 - Pages: 72

Premium Essay

Sonic's Segment

...Appendix SONIC MARKETING PLAN AND EXERCISES The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch an innovative new product or increase sales to current customers. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan A marketing plan has a more limited scope than a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation. The marketing plan documents how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other organizational departments. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, finance must arrange funding to cover the expenses, human resources must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout varies from company to company, a marketing......

Words: 7341 - Pages: 30

Premium Essay

Sonic' Marketing Plan Chapter Assignments

...Appendix SONIC MARKETING PLAN AND EXERCISES The Marketing Plan: An Introduction As a marketer, you’ll need a good marketing plan to provide direction and focus for your brand, product, or company. With a detailed plan, any business will be better prepared to launch an innovative new product or increase sales to current customers. Nonprofit organizations also use marketing plans to guide their fund-raising and outreach efforts. Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism. The Purpose and Content of a Marketing Plan A marketing plan has a more limited scope than a business plan, which offers a broad overview of the entire organization’s mission, objectives, strategy, and resource allocation. The marketing plan documents how the organization’s strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It is also linked to the plans of other organizational departments. Suppose a marketing plan calls for selling 200,000 units annually. The production department must gear up to make that many units, finance must arrange funding to cover the expenses, human resources must be ready to hire and train staff, and so on. Without the appropriate level of organizational support and resources, no marketing plan can succeed. Although the exact length and layout varies from company to company, a marketing......

Words: 7341 - Pages: 30

Free Essay

Rock Physics Modelling

...Rock Physics Modelling Rock physics is an essential part of any seismic reservoir characterisation project. The rock physics may be as simple as establishing empirical relationships between rock properties or as complex as poroelastic numerical modelling. The sophistication of the modelling will depend on the objectives and the quality and availability of data. Typical objectives of rock physics modelling studies based on well log data are: 1. Quality control of the measured elastic logs: density, p-sonic and s-sonic. Demanding a consistent and meaningful rock physics model can often indicate anomalous and poor quality measurements in the elastic logs that need correction or mitigation. 2. Quality control of petrophysical interpretation. It has been suggested that empirical relationships are more reasonable to use with well log data as it is hard to establish a consistent numerical rock physics model to explain the information from various wells even though they are drilled close by and in the same formations. However, the root of these problems may lie in inconsistencies in the petrophysical interpretations. Insisting on a consistent rock physics model can often highlight inconsistencies within the petrophysical interpretations. 3. Synthesis of elastic logs where missing or the quality is poor. Once a strong relationship has been established between the petrophysical interpretation (or other well log data) and the elastic properties, prediction...

Words: 2441 - Pages: 10

Free Essay

Boeing vs Airbus

...2002 “Airbus vs. Boeing in Super Jumbos: A Case of Failed Preemption” Benjamin Esty (Harvard Business School) Pankaj Ghemawat (Harvard Business School This paper can be downloaded without charge from the Social Science Research Network electronic library at: http://ssrn.com/abstract_id=302452 Airbus vs. Boeing in Superjumbos: A Case of Failed Preemption* August 3, 2001 Rev. February 14, 2002 Benjamin C. Esty Morgan 381 Harvard Business School Boston, MA 02163 Tel: (617) 495-6159 e-mail: besty@hbs.edu Pankaj Ghemawat Morgan 227 Harvard Business School Boston, MA 02163 Tel: (617) 495-6270 e-mail: pghemawat@hbs.edu *Acknowledgements: Ramon Casadessus-Masanell, Bruno Cassiman, Richard Caves, Ken Corts, Tarun Khanna, Julio Rotemberg, Vicente Salas Fumas, Xavier Vives and seminar/workshop participants at Boston University, Copenhagen Business School, Harvard Business School, INSEAD, New York University and Universitat Autonoma de Barcelona provided helpful comments. So did senior executives at both Airbus (Adam Brown, John Leahy) and Boeing (Tim Meskill, Randy Baseler, and Jim Jessup), although their comments do not constitute an endorsement of the material in either the teaching case or this paper. We also gratefully acknowledge help from Ed Greenslet, Don Schenk, and The Airline Monitor in obtaining data and insights about the commercial jet aircraft industry, Mike Kane’s assistance in preparing the original teaching case, and financial support from the Division......

Words: 21672 - Pages: 87

Premium Essay

Marketing Research

...Marketing Research Assignment – Wendy´s Case Martin Meister – Boston University THE WENDY´S CASE A DEMOSTRATION HOW MARKETING RESEARCH AND ANALYSIS CAN HELP RESOLVING A MANAGEMENT DECISION PROBLEM Martin Meister – martinmeisterg@yahoo.com Boston University - MET AD 856 fall 2012 – Professor Vladimir Zlatev February 27, 2012 1 Marketing Research Assignment – Wendy´s Case Martin Meister – Boston University Table of Contents Introduction ...................................................................................................................................................... 3 1. - Problem Definition ....................................................................................................................................... 3 a. - Background to the problem...................................................................................................................... 3 b. - Statement to the problem........................................................................................................................ 4 2. - Approach to the Problem ............................................................................................................................. 5 3. - Research Design ........................................................................................................................................... 8 a. - Information needs ........................................................................................

Words: 6651 - Pages: 27

Free Essay

Electric Smile

...easier way to maintain their oral health. The electric toothbrush was invented in 1961 by General Electric. “The use of a powerful, compact motor and rechargeable battery leads to the introduction of an automatic toothbrush and is the forerunner of the development of other handheld appliances such as hair dryers and an electric slicing knife” (Dedicated). Electric toothbrushes come in many shapes and sizes, allowing the user to choose one that is most comfortable, while also providing an easier, more efficient, and affordable way to keep a clean and healthy mouth. Electric toothbrushes come in a wide variety, allowing the user to find one fitting his or her needs. There are basically two types of electric toothbrushes: sonic heads and spinning heads. Sonic heads vibrate from side to side. A spinning head repeatedly and speedily rotates in one direction and then switches to the opposite direction, all while the bristles continue to pulsate in and out. Electric toothbrushes come in an array of handle sizes and grips. The heads of the toothbrushes also come in different shapes and sizes. The type you purchase is based on personal preference although buying an electric brush because of its looks or style may end up being a waste of your money. Make...

Words: 1351 - Pages: 6

Premium Essay

Carbon Uptake Variability

...magnitude of carbon dioxide sequestration exceeding decay processes in unmanaged forests (Krug et al 2012). Krug et al. (2012) further emphasize use of CO2 flux measurements based on critical considerations of uncertainties and system boundaries, use of wood products for material from managed forests and impacts of changing environment conditions leading to obvious increase in growth as facts for inadequacy to infer the importance of unmanaged forests for climate change mitigation compared to managed forests. Anthoni et. al. (2004) has reported that proposed sites have very similar net CO2 uptake rates. However, the data for short span of time was analyzed. So, it is important to see how the carbon uptake has varied after a decade of that study. Clais et. al (2005) reported that warming events (heatwaves in year 2003) may have negative impact on forest growth. There is evidence that weather-related extreme events, at the margins of current local climate distributions, will increase in frequency and intensity in the future (Palmer and R¨ais¨anen, 2002; Beniston et al., 2007 as cited in Smith & Lawson, 2012). Thus, it is...

Words: 833 - Pages: 4

Premium Essay

Nozzle Report

...Table of Contents Introduction 3 Objective 3 Background Theory 4 Derivation of the theoretical value of thrust 6 Apparatus 9 Experimental Procedure 10 Sample Calculations 11 Results 14 Graphs 17 Discussion 19 Conclusion 20 References 20 Introduction Nozzles are used in everyday life, whether they are in the form of a garden hose or in rockets. They are used extensively in rockets and turbo jet engines. Nozzles come in several different types, whether its convergent, divergent, convergent –divergent and divergent-convergent nozzle. Convergent nozzles are used to accelerate subsonic flow to sonic (m=1) and a convergent divergent nozzle accelerates the flow from sonic to supersonic. This investigation looks into the flow of a fluid through a converging nozzle therefore subsonic and sonic flow will be considered. Objective To study the thrust produced by a convergent nozzle operating under both subsonic and choked conditions. This was achieved using three methods; firstly by calculating the volumetric flow rate (Q) for each condition then plotting these results against the pressure ratio. From these graphs the Mach number can be deduced at the throat of the nozzle. At the throat of the nozzle is also where choking occurs when the appropriate conditions are applied. The last step is to produce a graph of non-dimensional thrust for each condition against the pressure ratio. Background Theory A nozzle is a mechanical device that is......

Words: 3335 - Pages: 14