Marketing Situational Analysis Essay Essay Example for Free

Marketing Situational Analysis Essay Essay The following essay is a situation analysis of the macro-environment for a Melbourne based Australian phone cover manufacturing organisation, called Kind. Kind creates a range of covers for all types of mobile phones which are recyclable, biodegradable and trendy. Kind conducts their own research, development, design and manufacture. The organisation was founded by a group of generation Y, tech savvy and environmentally conscious people who saw an opportunity to create accessories in an industry considered to be consumerist. A view supported by Downie and Glazebrook (2007), â€Å"Mobile phones have been described as the ultimate example of consumerism. †(p. 1). Kind’s idea for their latest range of covers specifically include hypo colour, (cover changes colour when activated by heating or cooling through personal touch), mood sensitive covers (cover changes colour relative to the emotion being felt by the person), and gel moulded covers with finger grips. They believe their value proposition is to provide a range of products that offer their customers socially responsible fun, feelings and functionality by being a customer-centred company. The following discussion under the sub-headings will analyse the six components of the mobile phone industry macro-environment specifically identifying trends that may impact Kind’s target market, marketing-mix and planned marketing strategies. Demographic â€Å"The demographic environment shows a changing age structure in the population, changing family patterns, geographic population shifts, a better-educated and more-white-collar population, and increasing ethnic diversity.†, (Kotler, Brown, Adam, Burton Armstrong, 2010, p. 160). This holds true for Kind’s market in Australia with the population ageing, birth rates falling and increased life expectancy, older people are predicted to outnumber younger people by 2050. This may pose a potential threat to Kind’s target market in that there will be greater competition for customers entering the market or more creativity required to find new markets. Kind may need to expand their product range to cater for the older generations with covers that address issues like restricted mobility and loss of coordination from conditions such as arthritis. Reinforced by Kotler, et al., (2010) â€Å"The Boomer market will only grow in importance in coming years, as more boomer reach retirement age.† (p. 145). This is a trend that Kind should keep a close eye on and begin research and development in. Looking at Australia’s current family pattern Kotler, et al., (2010), states â€Å"smaller family sizes resulting from a desire to improve personal living standards, the increased number of women working outside the home†, (p. 141), supports the view that there is market for the mobile phone industry because the parents feel there is a security need to stay connected to their children. â€Å"For children aged 5-8 years, almost all of them (95%) used their mobile phone more to contact family (Australian Bureau of Statistics, 2010). This new group is otherwise referred to as â€Å"’tweens’ aged between six and 13.† (Downie Glazebrook, 2007, p. 1). It must be noted that Kotler, et al., (2010) defines the tweens as aged between 10 and 14, regardless, this group is increasing in market share and are demonstrating a trend towards strong purchases of entertainment products. Added pressure is placed on parents by the tweens who have grown up accustom to consumerism and â€Å"are motivated by status and aesthetics in their purchasing decision.† (Downie Glazebrook, 2007, p. 1). This trend may be met by the inter-changeability of mobile phone covers because they are an economical means of maintaining the tweens attention and status with their existing phones. An economical argument for parents to easily identify with and one which Kind can target. Kind has a product that appeals to a variety of demographic group for varying reasons. The youth group, often further defined as Generation X and Y demonstrate trends which Kind should consider when analysing their target market. Generation X is environmentally conscious, financially wary, value quality and is well educated, contributing to the growth in white-collar population significantly. Generation Y are technically savvy, communicate using mobile phone, email and chat rooms and have driven the â€Å"Markets for teens’ toys and games, clothes, furniture and food† (Kotler, et al., 2010, p. 144). Whilst they are often viewed as selfish, statistics support the fact that they are â€Å"a civic-minded generation with a conscience†, (McQueen, 2007, p. 43). â€Å"figures released by the Australian Bureau of Statistics which showed that in 2002, 28% of young people aged 18-24 had undertaken voluntary work in the previous 12 months†, (McQueen, 2007, p. 43). A response to these characteristics may be a marketing-mix which communicates the social conscious benefits of Kind’s products whilst promoting the professional business use it also contains and the interchange ability making the product fun, easily. Kind would be remiss to not target the civic-mindedness of Generation Y by setting up a charity fund or trade-in cover exchange that gives something back to the community. Given Kind’s target market is Australia wide, population changes between states is not really relevant. However, shifts between rural and urban areas should be considered given the Australia Bureau of Statistics (2010) reports increases in urban population and decline in rural populations, particularly those affected by drought. The relevance in this statistic is that more households with access to mobile phones are located in the metropolitan area, Australia Bureau of Statistics (2010). Economic In developed countries such as Australia, mobile phones are moving towards no longer being considered a luxury item and more one of necessity given the use of mobile phones as the preferred method of communication for generation Yers and white-collar Xers use as a business tool. The Bureau of Australian Statistics (2007) survey results have indicated a 7.7% growth in communications services each year on average with most of this attributed to the household use of mobile phone and internet services. This is relevant to the consumer spending habit in the current economic context which has affected income levels and household expenditure. â€Å"More recently, the global financial crisis has led to a sharp decline in demand for luxury products, as more people have become unemployed, or are unsure of their job security.† (Kotler, et al., 2010, p. 149). This is a win-win situation for a mobile phone cover manufacturer given that sales will continue at a steady rate or if people do decide to maintain an existing mobile phone, they will want to ensure that it is adequately protected to last longer or give it a new look, therefore the consumers spending pattern is less likely to alter for this kind of product. Natural Environment Kind creates a range of covers for all types of mobile phones which are recyclable and biodegradable which would place their products in a very favourable position from a pollutant perspective. â€Å"Some trend analysts believe that the decade after 2010 will be seen as the ‘Earth Decade’ and that protection of the natural environment will be the main worldwide issue facing business and the public.† (Kotler, et al., 2010, p. 151). Kind would be wise to examine their use of non-renewable resource they may use in the production of their products as well as the operations of their organisation. It is not just about the products they product being environmentally friendly, but the way in which they produce them as well. Knowing their carbon footprint and those within their supply and distribution chains would speak volumes. Even the way in which they market their products could be an opportunity to reinforce their green message, i.e. no use of print media in the marketing-mix. Kind has to also keep up with the issues affecting the mobile phone issues, such as the growing public concern of the mineral tantalum use in mobile phones. Research using Wikipedia (2010), reports that this is a product which is mined, with great affect on the natural environment. Exports of this mineral have been cited as helping to finance present-day civic conflict over areas in the Congo which are abundant in natural resources. Kind may find benefit in highlight the fact that the use of their product protects the longevity of a mobile phone, thus minimising the reliance on mining and people may actually view a purchase of this product as actually helping the people in Congo. Technological The fast pace of technological advance is probably the most challenging aspect to Kind’s products. Given the current variety of shapes and sizes of mobile phones in the market and the constant stream of new models, keeping up with this market requires Kind to be highly adaptable and have the ability to implement changes in products quickly. It may be savvy to target only the most popular makes and models dependant on the demographic being targeted. Political â€Å"The political environment consists of laws, government agencies and pressure groups that influence and limit various organisations and individuals in a given society.† (Kotler, et al., 2010, p. 155). Given that Kind is a manufacturing business, distributing Australia wide, they need to keep abreast of developments which may affect manufacturing and marketing throughout all the States and Territory. Kind will be required to ensure that any packaging they develop conforms with current legislation along with any competitions run Australia wide meet all the State laws on gaming and lotteries. Again, in with reference to the mobile phone industry, who are in media reports regarding concerns over public health risks from the radio waves they emit causing an uncommon form of brain tumour as discussed by Lavelle (2005), Kind could assign some research and development actions towards addressing a solution to these concerns. This could be view by consumers as dangerous positioning as they are actually agreeing with a pressure group that there is a risk and attacking the market that directly feeds them. Cultural â€Å"The cultural environment shows long-run trends towards the use of branded products as a means of self-expression, decreasing organisational loyalty, an increasing appreciation for nature, and a search for more meaningful and enduring values.† (Kotler, et al., 2010, p. 160). Kind produces products which fit this trend fantastically as long as they market their environmental and social conscience and continue to develop products which allow the consumer to express themselves. The cultural environment is made up of secondary beliefs. Central to societies need to communicate is the belief that they cannot do so unless they have a mobile phone. It could be argued that the secondary belief is that they have to look good and have the trendiest cover while they do it supported by Kotler, et al., (2010). â€Å"Many people use products, brands and services as a means of self-expression†, (p. 157). There may also be an opportunity for Kind to tap into the different subcultures as they are open to shifts in values and are impacted by popular activities. The possibilities are endless for Kind, in that if their organisation is highly adaptable, and new product lines can be easily implemented, they can keep pace with these subcultures. For example, monthly covers with the latest number one hit music artist on it. Kind can decide to take a proactive approach to the marketing and really build their products into something that shapes public opinion. As an example, the health risk on mobile phones and the potential for Kind to capitalise on providing a solution may seem risky but they are could make a real statement, leading the way and would be shaping the public opinion. Conclusion Kind’s analysis of target market has demonstrated that are a few areas demographically that hold value. These are the change in age structure with Baby Boomer demands on a solution for mobility and coordination issues, Gen X parents demanding to feel safer by being connected to their children, but notably highly influence in their purchasing decisions by the status and aesthetic tweens and finally the youth groups demanding to be socially networked via technology. Economic trends are not of great concern on these target markets as the need to communicate using mobile phones is demonstrating continued strong growth. The predicted trend towards the ‘Earth Decade’ being the main worldwide issue provides the greatest opportunity for Kind. Their marketing-mix, product range and company values are well positioned to maximise the benefits associated with this trend. Kind is in an industry that is at the forefront of technological advances and must pay close attention to ensure that they maintain connection meaning they may have to restrict their product line to only the most popular makes and models. Political and cultural trends on the health risks associated with mobile phones are a concern to the target market. However, the consumers appear to be remaining ignorant. This could be an opportunity for Kind, but the risks associated with this should be carefully researched before taking any action. The long-run trend towards an appreciation of nature and products being used to express ones self is primed for the products that Kind produces. Further supported by the secondary belief that people have to look good while they communicate using their phone is an almost perfect market for Kind’s products. The adaptability of Kind’s products and organisation can easily lend itself to different subcultures and any such changes within them. In summary, Kind’s value proposition, to provide a range of products that offer their customers socially responsible fun, feelings and functionality by being a customer-centred company, has a large potential market with what appears to be matched by an actual market. The key is to translate this into demand. References Australian Bureau of Statistics. (2010). Measures of Australia’s Progress, Communication, Children and Mobile Phones, Australia. Cat. No. 1370.0. Retrieved from http://www.abs.gov.au/ausstats/[emailprotected]/Lookup/by%20Subject/1370.0~2010~Chapter~Children%20and%20mobile%20phones%20(4.8.5.3.2) Australian Bureau of Statistics. (2003). Measures of a Knowledge-based Economy and Society, Australia, 2003. Cat. No. 1377.0. Retrieved from http://www.abs.gov.au/Ausstats/[emailprotected]/46d1bc47ac9d0c7bca256c470025ff87/817903E27C4FFBE0CA2571960017E512 Australian Bureau of Statistics. (2010). Regional Population Growth, Australia, 2008-9. Cat. No. 3218.0. Retrieved from http://www.abs.gov.au/ausstats/[emailprotected]/Products/3218.0~2008-09~Main+Features~Main+Features?OpenDocument#PARALINK11 Australian Bureau of Statistics. (2007). Australian Social Trends, Trends in Consumption. Cat. No. 4102.0. Retrieved from http://www.abs.gov.au/AUSSTATS/[emailprotected]/Latestproducts/0485BB5550FE5799CA25732C00207C77 Downie, C. Glazebrook, K. (2007), â€Å"Mobile phones and the consumer kids†, Australian Institute Research Paper, No. 41. Retrieved from https://www.tai.org.au/documents/downloads/WP97.pdf Kotler, Brown, Adam, Burton Armstrong (2010), Marketing (8th Edition), Pearson Education, Sydney, NSW. Lavelle, P. (2005). â€Å"Mobile phone: a health risk?†, ABC Heath Wellbeing, The Pulse. Retrieved from http://www.abc.net.au/health/thepulse/stories/2005/01/27/1285335.htm McQueen, M. (2007). The ‘New’ rules of Engagement, Hyde Park Press, Richmond, SA. Wikipedia. (2010). Coltan. Retrieved from http://en.wikipedia.org/wiki/Coltan

Marriage: Easy Divorce :: essays research papers

Marriage: Easy Divorce   Ã‚  Ã‚  Ã‚  Ã‚  Although I do not agree with getting married until you are positive that you want to have a huge commitment to another person, I favor the easier divorce. I think that a divorce is not really anyone's fault. (unless it is) The divorce should be done as quickly as possible in either case.   Ã‚  Ã‚  Ã‚  Ã‚  If you find yourself getting married to the person that you thought you loved-but later on in life you find that you weren't ready for marriage, then it's not really anyone's fault. You may have made a mistake by getting married to quickly, but people make mistakes.   Ã‚  Ã‚  Ã‚  Ã‚  Sometimes, you may find that your spouse and you make better friends than husband and wife. That could happen and I'm sure it's probably already happened once or twice. In this case, it is not really anyone's fault. You just go on with life just as you always had before.   Ã‚  Ã‚  Ã‚  Ã‚  I think that people shouldn't get married until they are totally positive that their spouse is the person that they want to have a lifetime commitment with. If they even think twice, then they are not ready for marriage. I know that not everyone will feel the same way that I do on this subject, but if everyone did, it could improve the divorce rate. I think that we should just get the divorce over with as quickly as possible and get to living our lives again.   Ã‚  Ã‚  Ã‚  Ã‚  I know someone's dad who got into a relationship with another woman. This person's mother got married at a very young age. She thought she was ready, but she wasn't. After being married and having three children, her husband told

Health Care Utilization

According to â€Å"Keeping America Healthy† (2013), â€Å"Medicaid provides coverage for individuals according to poverty guidelines who are unable to afford health care insurance because of limited income† (Eligibility). John Q. Qualifies for Medicaid but lives in a rural community with no public transportation to travel to access his benefits due to provider office hours and the distance he must travel to the location. John does own have a car. John is predisposed to heart disease through heredity and has been diagnosed with high blood pressure. According to â€Å"What Is High Blood Pressure? 2011),† blood pressure is when blood is forced against the artery walls to disperse oxygen and turbines carried in the blood to the body. Blood pressure is measured by two numbers; Systolic the top number or the higher of the two is measured when the heart beats pushing the blood against the walls of the arteries. Diastolic is the measure when the heart is at rest between beats. The normal measure for normal is 120/80. Persons with a measuring of 140/90 or higher is a person with High Blood Pressure or HIP† (What happens in the body when blood pressure is high? ).HIP can lead to Hypertensive heart disease (â€Å"Hypertensive Heart Disease†, 2013). Regular doctor visits and prescribed medications to control blood pressure can offset the nest of Hypertensive Heart disease in patients with high blood pressure. Regular physician visits are required to keep check on John's condition (â€Å"What Is High Blood pressure? † 2011). The problems with health care utilization for John is that he lives in a rural community with limited providers, the distance of travel to reach locations, time needed to schedule appointments, and office hours of the available physician locations will not provide him with reasonable access.Many Medicaid participants are faced with this same set of problems and have to adjust their lives to gain access o healthca re. Medicaid programs have benefits available to help participants conquer many obstacles. Patients need to inquire and learn what benefits are available to help. Utilizing social programs available in the community, and accessing information on Medicaid websites help to inform members of what is available for help. Medicaid programs have established grants for rural health clinics; John needs to find out if a clinic exits in his area.These clinics provide information about benefits and do health screenings. The clinic can be a place where John can go to get blood erasure checks to make sure he is in target range regularly without having to travel too physician's location for blood pressure checks. Rural health clinics provide education to patients and can issue devices such as blood pressure monitoring equipment and train patients to utilize self-check methods between physician visits. Government medical programs do provide for education and training to use medical devices like blo od pressure monitors used at home for patient self-monitoring.Missing time from work can be a problem. Most employers have paid time off that employees can access and schedule for personal situations. John can have his physician provide documentation of his appointments to submit to his employer and arrangements can be made for an adjustment in hours or to come into work on additional days if possible. Other options to John may be to use vacation time or sick time to cover missed time at work when he has to visit the doctor. According to â€Å"Medicaid. Ova; Keeping America Healthy† (2013), â€Å"Medicaid benefits cover inpatient hospital care, outpatient hospital services, and rural clinic services. These services give John comprehensive coverage to help with chronic illnesses like high loot pressure. He also has available prescription coverage for medications to help manage his blood pressure. Preventive services and diagnostic screenings are available for early detection and prevention† (Benefits). Medicaid and Medicare also pays for transportation to and from medical appointments for patients covered through the government programs.John can research and locate Passport certified transportation providers in his area to reach his medical provider of choice. The Affordable Health Care Act of 2010 gave states the option to expand Medicaid in their states with federal funding. It also provides more insurance options for lower income residents to other insurance plans that may be more accessible for member access to services and providers. Starting in 2014 the act also makes John eligible for insurance through other carriers even though he has a preexisting illness (â€Å"Gpo. Ova†, 2010). John may need to make lifestyle changes to accommodate his illness. Eating a healthy diet and reducing sodium intake would be the first changes to make. John's diet should consist of heart healthy foods, like Broccoli and other dark green vegetables. By ex ercising and keeping weight under control at an ideal weight or his height and age he will decrease the chances of heart problems and promote self-healing by keeping blood pressure numbers from getting higher increasing risk of other related illnesses.John and many Americans face the dilemma of access to quality healthcare. John has a chronic illness that may lead to other related illnesses and continuous access to healthcare is crucial to his remaining healthy and productive enough to continue working. The government provides financial coverage because of his eligibility status as beneath poverty level income. Although he has uncial assistance, he still has problems with appointment times and transportation. These obstacles are mutable, but his illness is a predisposed health condition that is immutable.Educating himself in what is covered by government assisted health plans and obtaining the needed medical care access would help John's situation. He must also be responsible for hi s own well-being. Adapting his life, eating healthy, and exercising will not only deter worse health but also improve his high blood pressure.

Walmarts Business Background - Free Essay Example

Sample details Pages: 3 Words: 828 Downloads: 9 Date added: 2019/08/08 Category Business Essay Level High school Tags: Walmart Essay Did you like this example? Business Background Sam Walton was an up-rising business owner before he unlocked the doors for the beginning of Walmart? © in 1962. He and his wife operated the Ben Franklin? ©. discount dime chain stores, Sam Walton had a vision for the outlook of his new store, which is similar to the mission statement for Walmart? © today To have Lowest prices anytime, anywhere. According to my research on corporate.walmart.com? ©, Sam Walton was prosperous in the first five-year duration with a revenue of $12.7 million. In 1970, the company became publicly traded. The Walton family are a big part of Walmart? ©, as they are controlling shareholders of the company. A decade passes, and the company celebrated making $1 billion. Soon after that success, the doors of the first Walmart Supercenter? ©, and Sams Club opened for the public. Sadly, Sam Walton died of cancer in 1992. Our History, Our story. N.D. https://Corporate.walmart.com? © Don’t waste time! Our writers will create an original "Walmarts Business Background" essay for you Create order Mission Statement Sam Walton received The Presidential Medal of Freedom from the President before his death, he designed a goal for the company with these words, If we work together, well lower the cost of living for everyone. Well give an opportunity to see what its like to save and have a better life. Our mission https://corporate.walmartour/mission.com? © Walmarts? © goal providing the lowest prices is hurting the image and innovation Sam Walton built and problematic for unemployment in our nation. What it costs for wages and production are cheap in third world countries. This causes a problem for the American economy due to, a large amount of jobs is sent overseas. This is one of the reasons for unemployment in America. Workplace Environment Walmart? © is a hierarchy organization, this is because people in the organization are at a position from a subordinate to senior levels which enforces rules. There is a diversity of people with different cultures employed with Walmart. The company offers programs to help their associates build their careers within Walmart? © Working with us N.D. https//corporate.walmart.com Although, the company can also afford to pay every employee $12 an hour and still maintain a profit, nonetheless they do not. I interviewed three employees at my local Walmart? ©, According to their website it states there is open door policy for employee and managers to communicate any work-related problems and the issue would be resolved at best that same day. The employees I interviewed found that to be hypocritical. Sonya, an associate in Bakery and Deli, an employee at Lakewood, Colorado, Walmart? © for five years stated: The store very often has had a turnover in management and whenever we get a decent manager they get transferred or quit. I reviewed questions and answers online from employees about the workplace environment on website Indeed.com? ©. The posts regarding the workplace environment at Walmart? © are that it is a fast-paced environment. The employees made complaints that they are expected to do more than the job criteria. There were some positive reviews, however employees are concerned of the fact they are working part time, but feel they are working full-time hours, without the benefits. Over one third of the employees are part-time and do not qualify for health benefits. The full-time employees cannot afford the health plan benefits Walmart? © offers, since the cost is thirty five percent of their salary. This causes the employees to rely on government assistance in some cases. Working at Walmart case study.https://123HelpMe.waorking-in-walmart.com Marketing Mix Walmart? © remains in competition with other stores, therefore the company must maintain a strategy in the marketing mix. The corporation offers customers one stop shopping convenience with assistance from sales associates. This influences how the customer feels as they shop. The pricing strategy falls on the lowest prices they offer every day, this will generate business and contribute to competitiveness Walmarts? © promotional mix is an arrangement of public relations, promotions and sales, such as the Rollback displays throughout the store along with the price match, where the shopper shows a lower price Walmart? © will match the price. This will help the company attract customers into the stores. Walmart? © continues to open new stores in different areas to reach more customers to give people convenient shopping with lower prices. Financial Indicators The data I am sharing in my report is based on Walmarts? © financials in the United States. Overall, Walmarts? © 2018 annual report shows $500 billion in total revenue. This is an achievement for Walmarts? ©, it is a record breaking amount. The companies operating cash summed to $28.3 billion and returned $14.4 billion in dividends and share repurchases to shareholders. Walmart earnings of 2018 beat estimates. N.D. www.cbnc.com. The company put money in redesigning the Walmart website to compete with Amazon, overall online earnings exceeded 40 percent. However, online grocery shopping may decrease as the company is investing to add more delivery options. Further, in attempt to improve their relationship with customers and employees they increased wages. Walmart beats on earnings and revenues. N.D. www.cbnc.com.