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Case Analysis
Case Analysis
MARS501 Final assignment
Date
Hallo and welcome to my presentation. My name is _____ and I will take you through my thoughts and analysis of Case 2 (KFC) and Case 5 (Toyota AYGO).
Case Study 2
Overview
KFC was battling the classic resistance to change from it loyal consumer base who were insistently complaining over the chips/fries being not to the satisfaction of customers. There was a pressing need to change the recipe for the product in the UK and Ireland markets. Pereira et al. (2019) express that customer satisfaction is among the key performance indicators in the food industry, requiring organizations to take customer feedback seriously.
The new product did very well in the research stages but ended up being poorly received in test restaurants. Particularly, the problem was because a majority of loyal customers did not approve of the changes made to the product and preferred the old chips while the vocal minority did not approve of the old product.
KFC created a change in perception by employing a marketing campaign that would enable the existing customers to approve of the new product while catering to the need of the new consumers.
To manage the transition, the challenge was to make sure that every customer group was heard. Marketing campaigns addressing the benefits of the new product failed. KFC took a risky approach that used behavioural economics by making the older chips the “monster” through highlighting the criticism and painting a picture of the new fries as the “saviour”.
By using print and digital media, criticism and abuses relating to the older product were amplified to a point where consumers turned to the new chips having been exposed to the issues of the older fries. Behavioural economics is noted by Krajnović, Sikirić, and Bosna (2018) to be a critical influencer to the decision making processes that individuals use in purchasing. Here, the use of this concept paid off as the company gained a larger consumer base in the UK and Ireland.
Marketing Concepts and the Link to the Case
There are two emergent marketing concepts that are relevant to the KFC case study. First, the consumer decision-making concept is highlighted as very important for organizations in terms of meeting the primary objective in profit maximization. In the development of the new marketing campaign, KFC realized that there was a need to alter how consumers perceived the product. Soodan and Pandey (2016) highlight the need for a company to use buying behaviour and the process of consumer purchasing decision making to formulate the marketing mix. In the case study, KFC’s new product was problematic to two consumer groups as noted earlier. Those resistant to change wanted no alterations to the product while the vocal minority were unsatisfied with the old chips/fries. Therefore, the company settled on making a new product and using the promotion segment to create attention and to shift the perception of the loyal group of consumers. Behavioural economics were used to create a psychological campaign that would alter the perceptions held by the existing customers while ensuring new consumers were satisfied with the new product.
The second marketing concept that the case used is the idea of advertising. The objectives of advertising and the appeals used by an organization to meet advertising needs are explored. Advertising is presented by Cole, DeNardin, & Clow (2017) as an effective way to communicate with a target market in the process of trying to maximize sales. In the KFC problem, loyal customers were not ready to embrace the new changes to the product. However, KFC was required to make the changes in order to stay relevant and to ensure that the new generation customers, who are very vocal on social media, approved of their products. Therefore, the marketing concept of appealing to customers through advertisements was employed, adapting to the use of social media marketing to cater for the needs of the vocal consumers, and at the same time being simple and gentle not to lose the existing consumers.
Questions
Question 1
As illustrated in this case, satisfied customers rarely desire change to a product because they have proven it to satisfy their needs, wants, or demands. I have resisted trying a new product before because I felt it would not meet my needs as much as an older or current product did. For example, being an Audi loyal customer, I really loved the second-generation vehicles that gave a lot of comfort, style, power, and a small engine that was very economical. However, the third generation cars were a bit of a challenge for me because of the change in design and the exterior look. I felt that the sportier look would not be as economical as my old car. Kumar, Dalla Pozza, and Ganesh (2013) note that the main concern of a loyal/satisfied customer is that a change in product would not meet the same expectations as previously held. I felt that some aspects of the new product would not completely satisfy me.
Question 2
Taste scores improved across every measure for those aware of the campaign because they had different expectations. Expectations is defined by Yu et al. (2018) as the set of actions or behaviour describing peoples’ anticipation when interacting with products or brands. Those aware of the campaign already had their own summarization of the product before the campaign. Therefore, upon the implementation of changes to the product, they interacted with the new product while basing their decisions on the old product, thus leading to higher satisfaction.
Case Study 5
Overview
The case study looks at Toyota’s journey to making the AYGO a favourite of a specific target market in its large consumer base. The main problem it was facing was that the minicar market segment was declining s people tended to favour crossover models. The AYGO did not have any major updates that would woo existing consumers to buy the same brand. Therefore, Toyota needed to attract a new audience for the AYGO coming from young, pre-family, and emotional decision making categories. The company also wanted to retain its value hunters consumer base made up of 45 year-olds in the post-family, pragmatic, and rational buying category. Because of the versatility of the automotive industry, Slater et al. (2007) stress the need to have a specific target market before making a product. Toyota’s new task was to create a strategy that would appeal to the aforementioned categories while maintaining relevance and increasing sales. The marketing approach taken was simple: a vehicle that enables novelty and discovery and allows for a spontaneous lifestyle, in line with the current mobile and social culture. The Just Go campaign, saw sales increase and the minicar gain a new market category and name.
Marketing Concepts and Connection to the Case
Two marketing concepts are visible in this case study; the usefulness of market segmentation and the concept of market targeting and positioning. Market segmentation refers to a marketing strategy where select groups in the consumer base are not only identified but also pursued in order to present products to them so as to appeal to their consumption interests (Cai, Gautier, and Wolthoff, 2017). The market can be segmented into different categories including the demographic, behavioural, psychographic, and geographic. In the case of Toyota, the marketers used behavioural and psychographic characteristics to create a product that appealed to different consumers. The Toyota AYGO was marketed as a car that would cater for the needs of the young, pre-family, and emotional decision makers, as well as to the 45 year-olds in the post-family, pragmatic, and rational buying category. The AYGO was promoted as a partner that would satisfy both the psychological and the behavioural tenets of the target audience.
The concept of targeting and positioning was also used in the case study. Targeting is mentioned by Paruchuri (2019) to be a process that helps to identify the most attractive markets in line with the segments mentioned earlier. Positioning then follows up to communicate a brand to the targeted market. The aim of Toyota was to make sure that sales for the AYGO model increased and that the car occupied a significant portion of the minicar market segment. To meet this strategy, Toyota made product improvements and increased promotion in order to better target their audiences and to position (communicate) the said advantages to the market.
Questions
Question 1
One notable persona relevant to Toyota’s strategy includes young woman, single, freshly hires, little disposable income, interested in light travelling, adventure and thrill seeking. This persona includes young females out of college and working in a part time job that has a lot of free time. They are not decision makers and hold little to no influence in real life. They are huge on social media with significant following on social sites such as Facebook and Instagram. A day in their lives would include going to local eateries with a group of friends and meeting later for laughs and a good time. This persona would be frustrated by the inconveniences of public transport but also prefers to have a personal means of transport, therefore making the AYGO a great choice for the demands and needs.
The second persona is a 50 year old divorcee living in the city suburbs but craving a quiet lifestyle spent alone with occasional meeting of friends and family. This individual has little to no income and is a very cautious and rational spender. They would find a lot of pleasure in a small car that is able to take them for quiet drives, park easily, and serve as a companion for the lonely trips to neighbouring cities to meet with family. The hustles of public transport and new age online cabs would be very frustrating for the elderly man, thus making the AYGO the perfect car for his needs.
Question 2
A major risk of a strategy seeking to appeal to new consumers who are quite different to the current core consumer group is that they may not be as profitable as another market segment. For example, a new consumer group may not align best with the product, therefore end up not demanding more of the product as hoped.
Thank you for your time and now will be a good time to ask any questions you may have.
References
Cai, X., Gautier, P. A., & Wolthoff, R. P. (2017). Search frictions, competing mechanisms and
optimal market segmentation. Journal of Economic theory, 169, 453-473.
Cole, H. S., DeNardin, T., & Clow, K. E. (2017). Small service businesses: Advertising attitudes
and the use of digital and social media marketing. Services Marketing Quarterly, 38(4), 203-212.
Krajnović, A., Sikirić, D., & Bosna, J. (2018). Digital marketing and behavioral
economics. CroDiM: International Journal of Marketing Science, 1(1), 33-46.
Kumar, V., Dalla Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship:
empirical generalizations and directions for future research. Journal of retailing, 89(3), 246-262.
Paruchuri, H. (2019). Market Segmentation, Targeting, and Positioning Using Machine
Learning. Asian Journal of Applied Science and Engineering, 8(1), 7-14.
Pereira, M. T., Bento, M. I., Ferreira, L. P., Sá, J. C., & Silva, F. J. G. (2019). Using Six Sigma
to analyse Customer Satisfaction at the product design and development stage. Procedia Manufacturing, 38, 1608-1614.
Slater, S. F., Hult, G. T. M., & Olson, E. M. (2007). On the importance of matching strategic
behavior and target market selection to business strategy in high-tech markets. Journal of the Academy of Marketing Science, 35(1), 5-17.
Soodan, V., & Pandey, A. C. (2016). Influence of emotions on consumer buying
behavior. Journal of Entrepreneurship, Business and Economics, 4(2), 163-181.
Yu, Q., Allon, G., Bassamboo, A., & Iravani, S. (2018). Managing customer expectations and
priorities in service systems. Management Science, 64(8), 3942-3970.
Action Research Plan
Action Research Plan
Student’s Name
Institution Affiliation
Course Name and Code
Professor’s Name
Date
Action Research Plan
Introduction
The problem presented in this research paper is students’ lack of academic support at home and their lack of preparedness and confidence in the classroom. Parents are fundamental to students’ success in preparing and coping with homework (Grinshtain & Harpaz, 2021). According to the authors, parents’ positive help is seen in guiding and directing students to complete their homework. The supportive behaviors of parents are associated with increased children’s engagement with homework tasks (Grinshtain & Harpaz, 2021). However, research reveals that some students fail to complete their homework regularly due to a lack of parental academic support at home (Treadwell, 2007). The author further explains that parents fail to assist their children in completing their homework because they do not care or do not know. On a different note, Grinshtain and Harpaz (2021). This lack of parental support and academic support contributes to children’s lack of preparation or confidence in the classroom. Also, having parents or other major adults, such as teachers, who are overly harsh can lead to a traumatic upbringing and, in turn, poor school achievement and a subsequent lack of self-confidence. I am interested in researching and solving this problem because a lack of confidence can lead to negative outcomes, including poor academic performance. Students with low self-esteem or confidence are less likely to study and take academically healthy risks because they distrust their abilities (Treadwell, 2007). While we were in primary school, some students claimed that their parents did not support them with their homework, and this affected their academic performance. I want to shed light on the effects of such parents’ behaviors.
Competency represented by the problem
The competency represented by the problem of lack of parental academic support and student lack of reparation and confidence in the classroom is the ability of teachers to recognize factors affecting the student learning and demonstrate this knowledge by planning engaging and effective instruction and appropriate assessments. Based on this competency, the teacher should understand the relevance of self-directed learning and plan assessment and instruction that promote students’ motivation and their sense of responsibility and ownership for their learning. This competence will be helpful for students who do not have academic support at home because they will learn to take ownership of their learning. Also, instruction that improves motivation will boost the students’ motivation and confidence for those who are unprepared or lack confidence in the classroom.
Intervention to help the problem
Inclusive education is a teaching approach that emphasizes the structure of educational environments to guarantee that all students can learn and participate fully in class. An inclusive classroom not only welcomes and supports students with different learning styles and aptitudes but also gives gifted kids challenging chances to grow as learners. Recognizing the value of people from all backgrounds and socioeconomic positions is essential to being welcoming and inclusive (Grinshtain &Harpaz, 2021). Our efforts to instill this concept in our children will pay dividends in the form of a more welcoming and welcoming community. All children need to feel like they have a place in an inclusive school or classroom for it to be successful. That can’t happen until we have open discussions about diversity and learn to value the unique contributions that people with different backgrounds and skill sets can make. A welcoming environment is one in which everyone is valued and included.
References
Grinshtain, Y., & Harpaz, G. (2021). Whose Homework Is It? Different Types of Parents’ Dependent Help-Giving in Homework. The Elementary School Journal, 122(2), 233–256.
Treadwell, T. (2007). A Research into the Problems of Students Not Completing Homework Assignments in the Middle School: The Case of Weaver Middle School in Bibb County, Georgia. The Corinthian, 8(1), 8.
Case analysis using ABCX model
Case analysis using ABCX model
Student’s name
Department of affiliation
Course
Instructor
Date
Introduction
Family stress is one of the issues most people have to go through. This is because factors and conditions bring themselves, and a person has to think of a way to deal with them. Sometimes family issues break a person while other times they make a person become better after going through the challenges. Therefore there is no fixed outcome, and there are no selected solutions to the problems we face in our families day by day since most of them have not been experienced before by the person going through them. Therefore, in this work, the suggestions are given even though hoped to work if it was a real situation; there is no complete assurance for them to bring to a standstill the problem at hand. Using the ABCX formula, I will be able to develop the most suitable suggestions of what should be done about the issue at hand. I will discuss the second case study whereby the mother has breast cancer and is uninsured while the father has a work-related injury. Therefore ill look deeply into this case study, analyse it and suggest the possible ways for the family to get out of this troubling issue. I will use both the ABC formula and the double ABCX model for this analysis.
ABCX and double ABCX models
Reuben Hill came up with this model in 1949 though he never labelled them as ABCX until 1958. This is a model to explain “the crisis-proneness and freedom from crisis among families” (Hill, 1958). Boss (2002) refers to the hill as the father of family therapy because he is the person who came up with the very first model, which tried to help solve the challenges of most families. Even though his theory and model mainly focus on the pre-crisis situation, it still has a role to play in explaining the problematic family experiences.
After hill developed this in 1949, Joan Patterson and Hamilton McCuban developed it, and they came up with the double ABCX model that focused on the pre-crisis and focused on the post-crisis. Therefore this became very important because families needed this even more rather than the pre-crisis explanation which never gave them the solutions but helped them focus on the issues at hand and the issues before the crisis came to be. Therefore this model allows them to understand the issue at hand and helps them make decisions on where to look for assistance so that this problem does not make them unable to do anything constructive.
The ABCX is a term whose letters stand for different issues in the family. A represents the crisis precipitating event. This can be viewed as something which comes up, and the family was not prepared or was not even aware that it will happen (Hill, 1958). In the case study 2, this issue is that the mother who is Mary is almost sacked by her hours being reduced in the place where she was working. In this case study, multiple crises, precipitate events, and all of them affect this family. Apart from Mary having her hours reduced at the place she was working, she also gets diagnosed with stage three breast cancer. This, in any instance, can shutter anyone who goes through it. Even more devastating is the condition of Joe who gets an accident at the place where they had been working and therefore cannot go out anymore to work as they used to do before. This is a challenging situation for the family, and consequently, they have to find a solution. All of these explained are crisis precipitating factors.
The B in the model stands for the family’s crisis meeting resources, and therefore in the case of Joe and Mary, there is a family crisis meeting resources condition. This s the fact that Mary’s mother is mentioned and she still lives close to them. Therefore this is a solution for a short term period. This is because if she was not there, they could get into crisis. We can also assume that Mary and Joe have been saving some amount of money and that their savings at this time are another crisis meeting resources condition. Therefore it is these two conditions which make them not get into crisis immediately. Otherwise, if the two states were not available, they could get into trouble very fast.
The C in the model stands for the definition of A by the family. Whatever the family defines as A is what determines their level of suffering and crisis. A family can see A as an enormous challenge; this may make them begin suffering emotionally even before the crisis comes. Another family may see A as a time for them to grow; this is because some families will see challenges as a time of growth and learning how to deal with different things which happen to them in their lives. Therefore, what Mary and Joe define their multiple crises precipitating events is what determines if they suffer very much or suffer less.
D represents what the family thinks and says the event taking place is. Therefore, if the family sees it as a big challenge, it will be a big challenge to them. However, if they see it as an opportunity to get out of their comfort zones and go out to the world and look for solutions, then that means they will not suffer very much. Therefore, Mary and Joe have the responsibility of making sure that they make of this event the most positive concept in their minds and thus ease the level of crisis they might have to meet.
The X in the model signifies the crisis. This means that Mary and Joe’s lives will have to change at this time for some time before they get back to normal. According to Hill crisis results into “slowed up affectional and emotion-satisfying performances”. Therefore at this time, they may have to do anything to be satisfied emotionally and not have the affectionate intimacy they may have enjoyed before.
This is the pre-crisis condition, and it is always challenging to go through. Now focusing on post-crisis, there is a possibility of preventing some things from happening. The double ABCX model focuses firstly on the causative factors of the situation at hand, and in the case of Joe and Mary, these are not many because their problems come instantly and they have to face them.
The coping option is always tricky because to some extent the injury of Joe is so bad he will have to live with that for the rest of his life, and he can’t change that, but he has to cope and adapt to it. On the side of Mary, she may have to learn how to live with cancer for some time before she gets chemotherapy, and she heals.
Plan of action
In their anguish, there are still things they can do to make sure that the event or the issue at hand does not affect them adversely. There are these suggestions in the double ABCX model, and employing them may make the family live happily once again. The possible things to do for the family include:
The family to ask Mary’s mother for support and financial assistance at present.
The family to use their savings wisely.
The children to transfer to public schools if they were in private school and as well the public schools where the cost of their education is l
The family moved to a new smaller house to avoid significant sums of money spent on paying for the home of other services.
The family to engage more spiritually if they are spiritual.
The family to engage in more positive activities and try to be positive and avoid stressing over any issue but think of all possible solutions.
Conclusion
Therefore, with the above discussion, it is okay to state that challenges even though faced in our families we are the people who decide and determine where the effects and the issues concerned with the challenges end up. Even though it is always difficult to be calm and keep a positive mind, people should do so that at the end of the day they do not remain in the problem but find a solution and change how they handle what they are going through.
References
Hill, R. (1986). Life cycle stages for types of single-parent families: Of family development theory. Family Relations, 19-29.
Hill, R. (1958). Sociology of Marriage and Family Behaviour, I945-56. Current Sociology, 7(1), 1-33.
Bickel, J. (2011). Families & Change: Coping With Stressful Events and Transitions. Journal of Family Strengths, 11(1), 28.