...ASSESSMENT FRONT SHEET Programme: BTEC Higher National Diploma (HND) in Business Unit Number and Title: Marketing Planning (Unit 19) Unit Level: Level 5 Unit Code: Y/601/1259 Module Tutor: BM Razzak Email: razzak@londonchurchillcollege.co.uk Date Set: 10/05/2015 Key dates Distribution date: 27/05/2015 Submission date: 1st July 2015 Return date: 4 weeks after submission Introduction Effective planning is essential for any marketing activity to ensure that an organisation realises its marketing objectives. Without planning, marketing activity can be inappropriate and waste resources and opportunities. This unit introduces learners to different ways of auditing, to looking at how internal and external factors can influence marketing planning for an organisation, in order to build up a picture of the marketplace. Learners will gain an understanding of the main barriers to marketing planning, the effects of barriers, and how these can be avoided or overcome. Ethical issues in marketing are important in terms of how an organisation and its products are perceived by customers and employees, and can affect the overall ethos and ultimate success of the organisation. This unit will enable learners to investigate and examine how exemplar organisations have been affected by ethical issues, how they deal with them, and how ethical issues should be taken into account when developing marketing plans. On completion of this...
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...position in the book industry, we develop a SWOT analysis. A SWOT analysis can help one uncover opportunities that his/she is well-placed to exploit. And by understanding the weaknesses of the business, one can manage and eliminate threats that would otherwise catch his/her unawares. More than this, by looking at Ginger and the competitors using the SWOT framework, we can start crafting a strategy that helps her distinguish herself from your competitors and to compete successfully in the book market. Strengths and weakness represents internal factors while opportunities and threats represents external factors. (See figure 1) Figure 1 Strengths | Weakness | -Focus on educational topics-Support from parents-Trilogy | - She does everything on her own- She doesn’t make good use of social media- No brand power | Opportunities | Threats | -Present the book in a launch party -Expand to market through social media-School encourages the the topic | -Too many competitors out in the market-May receive bad book reviews. | Strengths are those that Ginger is good at or something that can help the enables her to have competitive edge. Ginger has some strengths that make her stand out in the market. First, her book The Boy Who Rode the Tiger focus on positive spirit and teaches teenagers the concept of courage and grace. Her book contains important classroom values and will be welcomed by schools. Ginger has gone to different schools to present her previous book. It is an...
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...Marketing Date: June 1, 1993 Re: the launch of MIRA - single title initiative Harlequin Enterprises has been able to capture 80% of the series romance market. Our great existing strategy (see exhibit 1) has allowed us to be the biggest player in the series romance market. Now we face the opportunity to capture a rapidly growing market of single-title women's fiction novels. I recommend that Harlequin aggressively pursue the single-title market, using its extensive back list collection to reissue novels by best-selling authors. Even though the consistent, well defined product, combined with an optimized supply chain and distribution in the series market has provided valuable margins, the stagnant growth in the series market is insufficient to meet company growth objectives. Operating income is currently projected to grow at 3% for next 5 years (see exhibit 2). With the launch of MIRA, Harlequin can add an incremental $10MM in the next year, and $57MM in the next 5 years. This is 16%-19% incremental profit (see exhibit 3). We will have to focus on the women's romance fiction segment of the market. At Harlequin, we have cost efficient printing resources, which allow us the flexibility to print single title. We will need to switch from same format printing, to match the need of each individual title. We also have great editor-author relationships. Using the backlist of best-selling authors will save the company $45MM in the next 5 years in author advances (see exhibit 3). Each...
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...Oprah Winfrey is an example of an entrepreneur who has reached legendary status not only in the United States but also worldwide. Overcoming a life of hardship, Oprah leaped over all obstacles to become one of the richest and most successful self-made women in history. Her career started at a news station in Nashville where she became the first African American co-anchor. She dropped out of college her senior year to move to Baltimore to co-anchor the nightly news in Baltimore. Although reading the news did not play to Oprah’s strengths, the opportunity soon arose for her to host her own talk show. Her connection with the audience, her viewers, and her guests on this show is what led to her success in this medium and paved the way for her future successes as she hosted one of the most popular talk shows of all time “The Oprah Winfrey Show.” Oprah success as an entrepreneur has been as a business owner, talk show host, philanthropist, actor, producer, director, and author. The greatest economic decision Oprah has made in her career was when she formed Harpo Productions, purchased a production studio in Chicago, and began producing her own talk show (Entrepreneur 2008). This decision gave her complete control over the resources she would need to build a successful business and an even more successful show. It also allowed her to employ hundreds of staff members from all over the world which gave a much needed boost to the Chicago economy. Harpo studios was also the home to other...
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...Problem Statement: By 1996, KONE’s financial condition in Germany had deteriorated compared to previous years. Forecasts were bleak indicating little to no improvement for the near future. KONE business director, Raimo Hatala anticipated the launch of KONE’s latest offering, MonoSpace to improve the company’s financial position. Conversely, as initial test markets began, fears about the product’s ability to master the German market were raised. Hatala contemplated a successful entry strategy that would position the product appropriately and permit the company to leave a durable impression on the German market. Before the launch of MonoSpace in Germany, it was test marketed in select countries. Merely 40 units were sold in France although 300 were expected, even worse, no units were sold in the United Kingdom. The market became saturated; the construction boom terminated abruptly and demand for elevator gear was projected to fall by 15 percent. Competition for new installations was intense, large companies sold their equipment at or below cost to customers. Service contracts were commonly closed with companies that originally installed the equipment. Six major companies dominated the German market in 1995: Schindler, Otis and Thyssen, with KONE placing fourth. 150 small local companies, as well 30 mid-size players comprised the total market share. This resulted in a fragmented market. The largest construction companies controlled 20 percent of the market, while...
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...Every writer experiences that moment: she walks into a bookstore, looks at the nearest display of whatever book is the “hot seller” that week, and wonders, “How can someone write something that bad and get published, but I can’t?” The publishing industry is known for being hyper-competitive and almost as fickle as the field of fashion design. With thousands of talented, unknown writers vying to get discovered, sometimes it seems like the answer to the question of “who gets a publishing deal this week” is as random, and as risky, as a game of Russian roulette. Writers seeking to take control of their careers and their lives need to re- evaluate the typical publishing cycle and consider whether or not self-publishing is a viable option. Self-publishing is an accessible means of pursuing the business of authorship, allows a writer to exercise more control over her intellectual property, and gives a writer the flexibility to promote her writing in a way that she finds acceptable and effective. The opportunities to self-publish a novel, novella, short story, article, or any other preferred format of writing have never been more prevalent. Self-publishing platforms such as Amazon, Lulu, and Smashwords offer abundant options in a variety of mediums, from physical trade paperbacks to the ever-growing eBook sector. Writers can select from a wide variety of packages, including editing and proofreading services, cover design options, and formatting services. Multi-talented writers can...
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...AYB321 Strategic Management Accounting Practice Question Solutions ------------------------------------------------- Tutorial 4 ------------------------------------------------- BUDGETING SYSTEMS (1) Review Questions: 1. Briefly describe the five purposes of budgeting. * Planning: During the process, a budget model can be used for scenario analysis. At the end of the process, the budget ‘quantifies a plan of action’. * Facilitating communication and coordination: The budget provides a mechanism for achieving coordination, as it forces the different BU managers to communicate their plans and assumptions to each other. * Allocating resources: The departments compete for resources at budget time with (usually) most of the resources going to the department that is achieving the highest return. * Controlling profit and operations: Once produced, the budget becomes a benchmark against which actual performance can be compared. * Evaluating performance and providing incentives: The budget also becomes a benchmark for evaluating and rewarding managers. 2. Why do most firms begin their budget formulation process with sales revenue? Once senior management has settled upon a strategy (including what products to sell into what markets), the marketing people can estimate the level of sales they expect to achieve in the coming period. This then informs the operations departments regarding the level of activity and therefore resources...
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...F3. Forecasted Balance Sheet 28 G1. Financial Projections 28 G1a- Breakeven Point 29 G1b-Financial Position 30 G1c-Capital/Investment Needs 30 References 31 A. Executive Summary A1.Business Identification Fair Play Marketing will operate in Longview, Washington and will provide advertising services to authors wanting to promote sales of their physical or digital books. These services will be provided throughout the United States and any of its territories. Fair Play Marketing will produce ads designed to sell an author’s work and utilize Facebook Advertising to target appropriate potential readers for the author’s work. This business plan will lay out the mission, goals and objectives of the company for the next three years as well as projected returns in that time period. A2. Mission, Goals and Objectives Mission The mission of Fair Play Marketing is to place author’s works in front of interested readers using social media advertising. Fair Play Marketing believes that every author has a chance to compete in the marketplace and is dedicated to helping them do just that. While the actual writing of the book is the hardest part, many authors are not aware of how to market...
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...are required to complete the project, and the launch is accordingly delayed. Young Authors Book Series 'Best of Girls' books were an immediate success with the targeted demographic. Both revenue and profit levels exceeded expectations. 2012 EDI Supplier Software System The new system performed better than expected with regard to SG&A and working capital savings. Expansion to England Boutique sales were stronger than expected, due in large part to the success of 'Dolls of the World' in Europe. Bookstore Café and Writers' Club Initial revenues from the initiative were somewhat higher than expected, but this was offset by lower gross margins resulting from a somewhat different product mix than anticipated. Toddlers Music CD Series Initial revenues from Toddler CDs were twice as large as anticipated. 2011 Replace Assembly Equipment at Sacramento Facility The new machinery performed as expected. 'Match My Doll' Clothing Line, Expansion of Concept The expanded clothing line benefited from the strong performance of the initial 'Match My Doll' line and has outperformed projections. Acquisition of Electronic Toy Manufacturer The acquired business is profitable but performing below the investment case. A few key distributors declined to renew contracts, and future sales growth is threatened. New Inventory Control System for Warehouse Inventory savings associated with the new system were marginally greater than projected. Tween Book Series The...
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...ASSESSMENT FRONT SHEET LONDON SCHOOL OF COMMMERCE AND IT Programme: BTEC Higher National Diploma in Business Unit Title: Business Environment Unit Code-: Y/601/0546 Credit Value: 15 QCF Level: 4 Module Tutor: Dr. M K Newaz Email: mknewaz@yahoo.com SCOPE OF THE COURSEWORK Learning outcomes and criteria covered by this assignment: • All pass criteria (P1-P12) • All merit descriptors (M1-M3) • All distinction descriptors (D1-D3) Key dates Distribution date: 15/09/2014 Submission date: 12/12/2014 Introduction The aims of this assignment are to measure the outcome of students’ learning in terms of knowledge acquired, understanding developed and skills or abilities gained in relation to achieve the learning outcomes. This assignment contains a real life scenario of a firm, which is already in the market for long and practicing business under nearly perfect competitions. You are expected to write an assignment analysing different factors which affects a business organisation and what are their short term and long term effects. While doing so you need to take in account the different Govt policies and their impact on the business. Assignment criteria PASS CRITERIA 1.1 Identify the purposes of different types of organization (P1) 1.2 Describe the extent to which an organisation meets the objectives of different stakeholders (P2) 1.3 Explain the responsibilities of an organisation...
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...King Graduate School, Monroe College Master in Business Administration MG 800: Strategic Management Title: Apple Inc. in 2012 Case Study 10/03/2015 Table of contents 1. Introduction…………………………………………………………………………03 2. The Mission, Vision, and Values of Apple, Inc……………………………………03 3. External Analysis……………………………………………………………………03 4. Internal Analysis……………………………………………………………………03 5. Strategy Analysis……………………………………………………………………08 6. Conclusion………………………………………………………………………….12 7. Recommendations………………………………………………………………….12 References………………………………………………………………………….14 Introduction According to Mahsmr (2012), Apple Inc. started in 1976 as an American manufacturer of personal computers, computer software and peripherals. Originally, it was Apple Computer Inc. for 30 years, and its principal office is based in Cupertino, California. It is the very first thriving personal computer firm that has started the popularized usage of the graphical interface. During its starting years, Steve Jobs and Wozniak were responsible for the introduction of the company first innovation that was put on sale. The first personal computer product was sold then, after which, the two founders continued to produce more and more innovative personal computers. However, not all years were lucky years for Apple Inc, there were also times that the company experienced some financial struggles that led to several changes in the management. In 1997, Steve Jobs took over the...
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...MIRA is a big decision for Harlequin. Mira is a new line of single-titled women’s fiction novel. Harlequin needs to develop and execute new strategies in order for them to explore and be successful in the new single- titled women fiction market compare to their series romantic novels. The primary critical issue facing Harlequin is the "steady loss of share in a growing women's fiction market", due to the growing popularity of single-title novels. With the volume sales dependence that is inherent in series publishing, the unit sales stalling that occurred in the late 80’s and early 90’s acted as a warning signal to Harlequin. While Harlequin was the dominant and very profitable producer of series romance novels, research indicated that many customers were reading as many single-titled romance and women fiction books as series romance novels. A change in pricing strategies enabled revenues to continue to rise, but this was a short-term solution and Mira has the potential to become a long-term solution. However, there are a number of issues surrounding the launch of Mira. Conversely, Mira represents an extremely high risk undertaking for Harlequin with significantly higher costs for production, distribution and marketing. A single-title novel is a unique product, which requires a publisher to generate higher per-unit sales volumes; create individual design, marketing and promotion campaigns; and provide higher returns to authors and third parties. Production changes, at least...
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...Summary - If you Build it, will they come?? Innovation and new Ideas are valuable and change the prospective of any Industry however before jumping to conclusion it is important to know the market and analyze if there is market and if the space if profitable enough. As explained in book, most of the startups fails because they do not test market early on and concentrate on product and idea than the feasibility of it. To succeed the same, the author defines a process “Ready, Aim and Fire”. I will an example of consulting company who works with two financial angles first is to work with entrepreneurs and incubator companies with a percentage of share and second to work with middle sized companies with direct money transactions. READY First is to understand the market on multiple fronts including size, growth rate, emerging trends, competitors and expert viewpoints. All these factor are essential in understanding the concept and underlying idea. As stated by Steven Johnson in “Where good idea come from”, “The trick to having good ideas is not to sit around in glorious isolation and try to think big thoughts. The trick is to get more parts on the table.” To bring new part you don’t only need to understand what is already on the table and what competitors are doing to bring something new. Example: The more players an industry has more consumer friendly it becomes. It not only give power to customers but it forces organizations to distinguish themselves. To improve the customer...
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...THE CORONA PROJECT: AMERICA’S FIRST SPY SATELLITES Curtis Peebles is empowering readers with the newly declassified information on how the first American satellites were set into use for intelligence gathering. Through his book, “The Corona Project: America’s First Spy Satellites”, the author gives detailed information on the birth of the satellite program by watching the Corona project from its beginnings in the late 1940s to the declassification of the project and its exhibitions at the Smithsonian’s National Air and Space Museum. The book begins with a look into World War II and how the event of Pearl Harbor pressed the need for aerial reconnaissance. The first chapter gives the different technological challenges that had to be faced in order to achieve aerospace superiority. This chapter takes a close look into the development of the WS-117L reconnaissance satellite and how the two projects are related. The main thrust that the project received was from the launch of Sputnik I. With the Soviets now seemingly ahead, the author explains how the project was taken away from the Air Force who was failing with the WS-117L and passed the mission onto the CIA for the development of the Corona satellites. Peebles explains that the difference between the two programs is that the WS-117L promised almost real-time through radio-transmitted imagery while the Corona missions would drop the film from the nose cone for development. The engineering team faced numerous...
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...The Book Publishing Industry Assessment 1: Industry Opportunity Analysis Name: Joyce Yi Student no: n9102434 EXECUTIVE SUMMARY The publishing industry is incredibly resilient and is undergoing some incredible changes. This report will analyse the industry with respect to the 4C’s of Entertainment Marketing and identify the key opportunities that are currently evident within the publishing industry and thus devise two potential ideas for future development and implementations. Research has found that indie publishers and authors are taking up a huge portion of the market and therefore more beneficial for these professionals to create digital content and distribute it independently. As publishers are not educated in IT and data Analytics, these skill sets will need to be outsourced or taught in order for self-publishers to maximise their revenue and consumer retention. Mobile applications are also proving to be the new way to read digital content by enhancing the consumer’s experience, thus adding value to the product. The growth of virtual spaces that allow people to network and collaborate on creative projects are also increasing and globalisation has shaken the industry and provide huge opportunities to bring distribution closer to the consumer and pursue a much larger audience. Therefore, this analysis indicates there could be future development for a platform at which authors, publishers, and developers can come together to collaborate and create book...
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