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Bauman, Rickey Lee, and Carol Whitfield. An Apology for Hermann Hesse’s Siddhartha. (2016).

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Professor

Course

Date

Bauman, Rickey Lee, and Carol Whitfield. “An Apology for Hermann Hesse’s Siddhartha.” (2016).

The book focus on the writings in Herman’s Hessel novel Sidharta that talks of human suffering. The book gives brief description of what motivated Hesse into writing Christian writings including the fact that they would have to pray and read the bible. The paper looks at the theme of liberation and knowledge in Siddhartha. In the first half of the book, we see Siddhartha being an empty vessel and in the first half of the story he wants to fill himself with knowledge. In doing so he tries to feel himself with knowledge.

This paper will be a good reference point in understanding the various themes presented in the text through the mystic utterances. It will help look into Siddhartha the main character in the novel who is trying to live a life of enlightenment as well as perfection. It will also help in proving foreshadowing in the text. Foreshadowing in the text and mystic utterances help in building of the various themes as well as the characters in the text.

Kumari, Archana. “Literature in the Age of Globalization with Special Reference to Hermann Hesse’s Siddhartha.” Language in India 19.2 (2019).

The book looks into Hesse Siddhartha book that focuses on the use of ancient scriptures and sermons that could be attributed to Buddha. The book mentions the journey of Hesse to South East Asia thus developing the basis and understanding of what the book Siddhartha is based and developed. It shows how the main character Siddhartha is developed through the way he seeks a life of enlightenment. This journey resulted in the embracement and understanding of Mo. It explains the origin of Om as a symbol of all things and the utterances can be found in Buddhism as a representation of unity and perfection. It follows the journey of Siddhartha trying to get answers to his questions in life. He however does not achieve his quest by seeking but rather by finding.

This source helps in outlining how Om is uttered in the novel and how the author uses it to foreshadow the ending of their quest. The source will also be a great reference point in looking at the quotes from the book that portray mystic utterances as well as foreshadowing in the text. It points out several foreshadowing in the novel for example when Siddhartha was going to the city and on his there was an appearance of peaceful ferryman, later Siddhartha became a ferryman. The reference will be a key text in looking at utterances portraying foreshadowing.

Mehta, Sonia. “Scientific Relevance of OM for Holistic Well-being.”

The novel Siddhartha at the very begging show the main character as he prepares himself to “pronounce Om”. The utterance of Om in its own by the main character Siddhartha foreshadows how his quest is going to end. In the books, while reciting a common sermon that describes Om to be a symbol of perfection and unity as it is a reminder to breathe and focus. This article helps to describe the relevance of OM in the well-being of an individual, in which it enhances the role of OM in the novel that is the main item the spiritual seeking of Siddhartha helps him achieve his quest of enlightenment. This source helps to show the role of this mystic utterances in the book.

I choose this text because it looks at enlighten experienced by the four characters in the text including Govindudu, Gotama, Vasudeva and Siddhartha. The reference book also expounds on challenges experienced in the quest of enlighten and how these challenges seem to foreshadow the changes that are later experienced in Siddhartha’s life. The text will also help in understanding Siddhartha life include his journey as he left Brahim religion in order to get his own enlightment.

Maples, Thomas C. Siddhartha, a hermeneutic analysis of the individuation process. Diss. Saybrook University, 2011.

The theme in Siddhartha shows how the novel is received and the perceptions the audience has on it in that it mostly drives human nature. It is in a human’s nature to try and seek enlightenment and in the case of the novel, the author takes his time in preparing to pronounce the word Mo. This analysis helps to review the foreshadowing that helps the audience in understanding the later activities or events of the novel. The analysis implicitly suggests the use of foreshadowing in the books helping describe the spiritual quest journey of Siddhartha. The sight of a ferryman who was peaceful in the novel is an example of foreshadows that shows the spiritual progression of Siddhartha in that the sight foreshadows him as a man of total spiritual peace.

This reference will be key in writing of my body paragraph on the various themes that are presented in the text. The various literary elements in the novel helps in portraying how mystic utterances in the text help portray foreshadowing. Foreshadowing helps a reader know what will happen next in the novel. There are various utterances that help the reader know the spiritual journey as well as enlightment that Siddhartha experiences in the text.

Misra, Bhabagrahi. “An Analysis of Indic Tradition in Hermann Hesse’s Siddhartha.” Indian Literature 11.2 (1968): 111-123.

Throughout the novel, Om plays a very important role by helping the main character achieve his quest via the uses of rhetoric’s as well as having a relationship with Om. The reaction of Siddhartha throughout the book is shown to be reactive as he never truly seeks Om. He rather seeks answers for his questions to help in his enlightenment. In many ways, he was able to achieve the state of Buddha that he reacts to making his relationship reactive. The source helps in identification of the reactive relationship Siddhartha has to the finding of Om. The analysis shows the methods in which she Siddhartha achieves Om that through a reactive relationship unlike in his advice to Govinda was able to become enlightened.

This text will help in analyzing Siddhartha relationship in the text as either reactive or proactive. This can be seen through the relationship that he has in the text including Kamala, whom he has a dream about his face having wrinkles as well as interest with Gotama. The text points out the journey of Siddhartha including the inner voice that made him become a Samana requiring him to turn from Buddha. This paper will also be a key reference in writing of the introduction on Siddhartha’s enlightenment journey.

Reference

Bauman, Rickey Lee, and Carol Whitfield. “An Apology for Hermann Hesse’s Siddhartha.” (2016).

Kumara, Archana. “Literature in the Age of Globalization with Special Reference to Hermann Hesse’s Siddhartha.” Language in India 19.2 (2019).

Mehta, Sonia. “Scientific Relevance of OM for Holistic Well-being.”

Maples, Thomas C. Siddhartha, a hermeneutic analysis of the individuation process. Diss. Saybrook University, 2011

Misra, Bhabagrahi. “An Analysis of Indic Tradition in Hermann Hesse’s Siddhartha.” Indian Literature 11.2 (1968): 111-123.

Life in the Universe

Author

Institution

Introduction

Having a clearer understanding of life in the universe has been one of the most fundamental journeys of many scientists. Life, in all its definitions, has been fascinating to many fields including religion, astronomy, philosophy, biology and even physicians among others. Of particular interest is its different forms, the different areas (and planets) in which it can be found, as well as the things on which it exists. Discoveries have been made pertaining to the existence of life, with each subsequent one discrediting previous thought pertaining to life or even supporting them. Questions, however, arise as to whether scientists are closer today than they were in the past to discovering life. While there may be quite a number of fundamental discoveries and developments in science and astronomy, it is evident that scientists are nowhere close to discovering life in which case it would be difficult for this feat to be accomplished in my lifetime.

In the recent times, there has been interest in the role of bacteria, carbon and water in life as it is currently understood to be. This is especially as to whether there is a possibility that life could exist without water and carbon. As Mark Power (classmate) there is a possibility as to the existence of a planet that is devoid of water but with larger life forms. He, however, thinks this is unlikely especially drawing from the current knowledge pertaining to the physical composition of all large animals in this planet. These animals have water making up a fundamental percentage of their bodies. He opines that the absence of water would necessitate that these animals incorporate an entirely different physiology from the one that is currently known. Mark quotes an article in the science daily where more than 20 species of microbes have been found to be existing in extreme conditions that are devoid of the things that scientists currently hold as fundamental for their existence. The soil in the slopes of Atacama region are seen as extremely uninhabitable as not only does it have no water but it is also extremely depleted of nutrients to the extent that the scientists could not detect the nitrogen levels (Lynch et al, 2012). In addition, the high-altitude environment experiences ultra-violet radiation that is twice as intense as that of a low-elevation altitude (Lynch et al, 2012). While it may be unclear how these microbes survive in this harsh condition, it undoubtedly raises questions about the commonly held notion as to the importance or necessity of water in the survival of all organisms. Michael Snow, in answering Mark Power’s question on whether earth-like conditions are necessary for the survival of large multicellular organisms, states that organisms may evolve so as to withstand the elements especially in instances where they have been exposed to such circumstances for long. This is especially considering that human species have undergone varied stages of evolution in an effort to adapt to their environments, in which case they can do it again, at least, in theory.

This notion seems to be supported by Tanner MacDonald, who quotes an article in Washington Post, which outlined a study done in 2010 on bacteria that lives in a Californian lake. Despite the fact that the arsenic (a highly poisonous substance) heavily pollutes the lake, scientists have discovered some species of bacteria that lives there (Kaufman, 2010). Interestingly, the bacteria swapped the toxic arsenic for phosphorus, as the examination of the bacteria’s DNA revealed. This pokes holes on the notion of phosphorus being one of the six fundamental blocks of life, as the discovery showed that arsenic can be used in its place and make a fundamental building block, as well (Kaufman, 2010). As the scientists note, the findings serve as a reminder that life may be much more flexible than it is imagined or assumed to be. It is also worth noting that the bacteria did not only replace a single useful element (phosphorus) with a another toxic one (arsenic), but that also have arsenic as a fundamental building block in their makeup. As much as they are yet to determine whether the arsenic existed in the bacteria right from the beginning or had replaced phosphorus as a form of adaptation, it is evident that quite a lot is yet to be known about life (Kaufman, 2010). In fact, the current knowledge seems to be flawed, with new discoveries discrediting it. It also changes the notion as to the things that could be examined in determining whether other parts of the universe have life as the six fundamental elements may be substituted with others making organisms live in areas where they were previously thought to be incapable of living. Ashley Saxton also explores the debate on what may be essential for survival of living things. While acknowledging that water supports the survival of “living’ organisms, she acknowledges that some forms of life survive without it. In essence, there may exist some other habitable areas that support some forms of life without water.

Needless to say, there is no consensus as to what life depends on or the things that may be termed as essential for the survival of life. Of course, the recent breakthroughs in science as the ones depicted above show that there is increased understanding as to the essentials of life. As much as they conflict previously held knowledge about the fundamentals of life, they add to the knowledge about the multiplicity of living organisms and their requirements. They expand the current knowledge on what may be the fundamentals for the existence of life in the universe. In essence, they cannot be seen as a reversion of the previously held notions or as rendering them inaccurate, rather they allow scientists to eliminate varied things that were thought as essential and circle around fewer things. However, they create the impression that even the commonly held knowledge pertaining to life may be built on sinking sand, in which case they can be disputed any time in the future as new discoveries are made. In any case, the recent discoveries do not only create doubts as to water and carbon as essentials of life but to all other elements as well (Karttunen, 2007). This means that rather than narrowing the field on the elements to examine through the elimination of these elements, the discoveries have actually expanded it and sent scientists to the drawing board as to the things that they should have been examining.

In addition, it is imperative that one takes into account the recent developments in discovering life especially in the outer space. A group of astronomers under the auspices of Search for Extraterrestrial Intelligence (SETI) has been looking for indicators that there exists intelligent life in the outer space (Seeds & Backman, 2011). In this endeavor, they make use of varied techniques with the most promising one being listening for any messages that are sent across the sky based on the assumptions that the extraterrestrial are trying to contact the people in planet earth (Karttunen, 2007). Currently, SETI is yet to get any radio signal to that effect, but scientists note that they have just started the search. In any case, there exists numerous radio wave frequencies to examine, as well as numerous galaxies (Seeds & Backman, 2011). However, it is encouraging to note that technology is becoming better and more enhanced than before, in which case it allows for the conduction of more sensitive searches. Scientists point out that the answer as to whether these extraterrestrial beings are sending signals should be known within about 25 years at least going by the progress made (Seeds & Backman, 2011). As much as the engineers are doing an incredible job of advancing signal processing and radio technology, there exists no way of telling whether there exists aliens out there, or even whether they are making any effort to contact us in planet earth (Wills & Wills, 2001). In essence, despite the technological advances, scientists are unsure as to exactly what they should be looking for and are left to make wild guesses and channeling efforts to them while hoping that they pay off in the long term (Karttunen, 2007). There, in fact, exists no guarantee that even after the 25 years there will be positive results, rather the scientists are simply hoping to get such waves, which would then allow for the exploration of the outer space and the conditions that favor life there (Wills & Wills, 2001). This creates doubts as to the hope that there will be discovery of life in the universe in the near future.

On the same note, there have been fundamental developments in the world of planets which have cast doubts as to any discovery about life in the universe. Until recently, scientists had only identified nine planets including Pluto, which was later downgraded from this status. However, there were discoveries of other planets that orbit other sun-like stars. Of course, this bred the knowledge pertaining to the existence of other planets (Anderson, 2013). It is worth noting that nearly 800 other planets have been found since 1995 with the numbers growing every week. Scientists opine that about half of all stars have planets, with the planets outnumbering the Milky Way’s 200 billion stars (Seeds & Backman, 2011). There is no knowledge as to the number of these worlds look like planet earth as the numbers run into millions and possibly billions (Anderson, 2013). This not only adds to the volumes of planets that must be examined to discover life but also makes it more complicated to know the fundamentals of life. Needless to say, if the fundamentals are different in varied places of planet earth, it is only logical to assume that they would be different between planet earth and other planets (Anderson, 2013). Unfortunately, the same paradigms that were used in looking for life in these areas cannot be entirely accurate as they have been found as flawed even in planet earth.

In conclusion, scientists have been fascinated and extremely interested in discovery of life, its nature and every aspect of it. As much as there are fundamental strides made in this respect, there is no indication that such a thing will be accomplished in my lifetime. This is especially considering that scientists are yet to determine what exactly they should be looking for both in planet earth and other planets. Their knowledge as to what the essentials of life are has been discredited by new discoveries. In addition, there have been new planets discovered in the recent times, which increases their volume of work. Despite technological advances, scientists are basing their experiments on hopes and aspersions especially with regard to determining whether extraterrestrial organisms are trying to create contact or send messages to planet earth.

References

Kaufman, M (2010). Bacteria stir debate about ‘shadow biosphere’. Washington Post. Retrieved 31st March 2013 from HYPERLINK “http://www.washingtonpost.com/wp-dyn/content/article/2010/12/02/AR2010120203102.html” http://www.washingtonpost.com/wp-dyn/content/article/2010/12/02/AR2010120203102.html

Lynch, R.C., King, A.J., Farías, M.E., Sowell, P., Vitry, C & Schmidt, S.K (2012). The potential for microbial life in the highest elevation (>6000 m.a.s.l.) mineral soils of the Atacama region. Journal of Geophysical Research. Excerpt in Article “Unique Microbes Found in Extreme Environment”. Science Daily. Retrieved 31st March 2013 from HYPERLINK “http://www.sciencedaily.com/releases/2012/06/120609152438.htm” http://www.sciencedaily.com/releases/2012/06/120609152438.htm

Karttunen, H. (2007). Fundamental astronomy. Berlin: Springer.

Seeds, M. A., & Backman, D. E. (2011). Foundations of astronomy. Boston, MA: Brooks/Cole, Cengage Learning.

Wills, S., & Wills, S. R. (2001). Astronomy: Looking at the stars. Minneapolis, MN: Oliver Press.

Anderson, M. (2013). Pioneers in astronomy and space exploration. Chicago: Britannica Educational Pub.

MARKETING PLAN TEMPLATE (Replace this line with your title)

Marketing Plan Template (Replace this line with your title)

Contents

Executive SummaryCompany ProfileMarket Segmentation & TargetingSituation and Company AnalysisEthics and Social ResponsibilityMarketing Information and ResearchCustomer Decision-Making ProfilePositioning and DifferentiationBrandingMarketing Mix (4Ps)Product StrategyPricing StrategyPlace: Distribution StrategyPromotion: Integrated Marketing Communications StrategyBudgetAction PlanRisk FactorsAttributions

Executive Summary

Buffalo Wings is a franchise that offers both food and drinks and is a sports bar. Being that most restaurants do not actually sports, then one is likely to face close to no competition. With signature dishes, sauces and wings and having an actual sports atmosphere, the franchise will attract many people. An analyses of the economic and market analyses proves challenges an organization may face. The restraint should be able to integrate itself in the community and create its own niche and not force itself in the market. While staying true to the spirit of sustainable business practice and social cooperate responsibility, the company aims at being able to give back to the community especially when it comes to sports. In running a marketing strategy, the aim is to attract more customers and this may be done through better brand placement and positioning. Promotions will target major sporting events loved by the Americans as well as it should appeal to the sports-fan between the ages of 18 and above.

Company Profile

Buffalo Wild Wings

Restaurant Industry

Headquarters: Minneapolis, MN USA

Year founded: 1982

The number of employees: 3,400

Annual revenue (estimated): 2 billion

Major products and/or services: Wings, beer, sauces

Target customers: Sports fans, video gamers, trivia fans

Distribution channel(s): Local Buffalo Wild Wings distributors

Key competitors: Applebees, Olive Garden, Chili’s.

Link to website: https://www.buffalowildwings.com/

Link to Yahoo! Finance information page (for public companies): https://finance.yahoo.com/company/buffalo-wilds

Market Segmentation & Targeting

For decades, people have stated to love fast foods. Buffalo wild wings thrives at quenching the thirst for a cold soda on a sunny weekend out and also serves tantalizing wings and fries, with fast and excellent service customers get satisfied and happy.

Our core targets include youngsters, singles, and those currently enrolled in college and high school. The family unit is also a target for the business; it shall appeal to families with young children. The business will also target both genders with a little skew towards male teen customers because of they are likely to drop by for bites to fuel them for the rest of the day.

The business targets young Minneapolis citizens as the main market. The premise is situated in a prime location where they meet and hang out after school. Due to vigorous extra curricula activities among Minneapolis young people, they often have their meals in malls where buffalo wild wings is located and they tend to flock the premise after school.

The secondary market segment is the working Minneapolis population. with a number of shopping malls in Minneapolis the number of people who may rely on fast foods is quite high and hence making that population a segment to be targeted by Buffalo Wild Wings. Minneapolis is also a known tourist destination and hence tourists make the third segment of the potential customers who may flock Buffalo Wild wings.

Buffalo Wild wings plans to majorly focus on serving the youngsters and teenagers in Minneapolis. the group has been selected because they are the most frequent customers and hence Buffalo Wild Wings has a goal to be the “Extraordinary fast foods place.” and we trust that right target segment that will steer the brand is the youngsters and teenagers. The teens stick to the pocket friendly dishes and in return, they save the company as the cost on budget is reduced and the profit margins go up.

Situation and Company Analysis

Potatoes are readily available in the United States hence the basic material for the business will be easily obtained. The kids are also given sufficient amount of money by their parents to purchase their food and hence they will certainly opt for fast foods. Lifestyle changes are also influencing consumer purchases, their food and entertainment choices. the changes taking place in the economy include, the professional class has immensely grown meaning individuals have some disposable income that they are willing to use.

Technological advancements in the industry have also been seen and as a result, advertising value addition and even improved customer experience and satisfaction as well improved delivery services are some of the benefits that come with technological advancement. Technology has undeniably made everything easier.

For the business to operate in Minneapolis, it certainly has to get the appropriate documents from the licensing authorities and clearance for the health department because it deals with foods for human consumption. Political environment is stable and hence the company will thrive due to the political stability.

SWOT Analysis

HELPFUL Ideas HARMFUL Concerns

Internal Strengths

Helpful experienced Owner-Operator

Limited competition in Minneapolis

Ability to sale products online and do deliveries

Highly visible website Weaknesses

Products can be quickly offered by competitors

High Operation Cost

Limited Flexibility Pricing

External Opportunities

Continued expansion for online sales

Ability to grow and develop online stores

Acquisition of additional rounds of capital

Advancement in technology and the new innovations that ensure the business operates smoothly

Possible advancement and sale of the business Threats

Changes in regulations that can impact the business

The business products are sold by competitors

Costs continually increase as the company increases

Mission, Objectives & Goals

Our main goal is to be one of the most successful restaurant with the best wings in Minneapolis.

Objectives

To establish a presence as a successful local fast food outlet and gain a market share in USA’s food industry

To make Buffalo Wild Wings a spot for mall-goers

To expand into a number of outlets by the third year

Goals

Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition

Control costs at all times

Sell the products that are of the highest quality

Provide 100% satisfaction to our customers and maintaining the level of excellence services among other competitors

Encourage the two most important values in food industry; brand and image, as these two ingredients are a couple of main drivers in marketing communications

Get access to high-traffic shopping malls near the target market

Promote good values of company culture and business philosophy

Ethics and Social Responsibility

Current Status

First thing that the organization is doing is encouraging a clean environment. Being a diner where people can carry take out, they are encouraged to bring back the plastics because the company has partnered with a recycling company. This is to ensure that there is less disposal of plastics in the environment. The organization also has a youth sports team that teaches the children how to succeed in the field as well as life. The company offers both the gear and the transportation needed ensuring even children from underserved community participate. The Eat Wings Raise fund has been a vital campaign in donating funds that help youth sport, military family and disaster relief efforts.

Recommendations

Doing away with plastics especially for dine outs as people are less likely to return plastics back to the shop

Consumer education on how consumerism affects environmental pollution such as disposal of large position of foods

The organization should do food drive for the homeless.

Improved customer care services as servers need to be more friendly to customers.

Marketing Information and Research

Research Question

The most important question the organization is trying to answer is what the needs and wishes of the target customers are.

Information Needed

The kind of information needed to make useful marketing decisions include; what do the target customers think of Buffalo Wild Wings? The question tries to answer what the organization can do to encourage the customers to consume their products the more and to encourage others to do the same. A question to the already existing customers is also important in a bid to understand their product or service knowledge and how often they consume the product/service and what they think about the products/service. It is also necessary to ask those who prefer other brands that their reasons are, answer their questions in a satisfactory manner, and end up winning them to your side. Asking about the products that sell the most is paramount, as well as understanding the products that grow in decline and those that are receiving the best rates and referrals.

Research Recommendations

The necessary information about the business can be acquired by conducting a research where the study population will be the target customers. Another source of information would be from personal experience and knowledge, when employees really understand the markets, then they are in a position give the relevant information to steer the business forward. Regular data from the existing customers can be another source of information and the person tasked with collecting information should be persuasive and very imaginative.

Customer Decision-Making Profile

Identifying the Customer and Problem

Identifying the customer and the problem is arguably the most powerful marketing strategy and tool, it enables the decision makers to ensure that marketing is effective because the customers are identified and considered and decisions on how their satisfaction will be obtained is made. the best strategy to be utilized is segmentation. a segment is defined as a group of people with similar needs and are also a part of the general market. The division of the market into segments enables the business to reach its important customers effectively and to efficiently provide the products and services.

Factors Influencing Customer Decisions

Customer decisions to purchase a product or service are influenced by a number of factors. One of the factors is geographical; in this case, the location of the customer influences their buying powers. In the urban areas for example, customers tend to consume a lot of fast food because of their busy schedules and the lifestyle in the city. Personal and demographic factors also play a greater role in influencing the purchasing power of customers. Male teen often purchases fast food because they do not give much thought to their bodies like their female counterparts. The family unit also may be a contributing factor; young families may often have taken-outs because fast food thrill children and their parents may give in as they try to make them happy.

Reaching the Customer

The enterprise will focus on reaching the customer by using the example of successful business enterprises also it will ensure they do not at all cost tamper on the quality of the products and the services they are offering. Consistence is another important strategy in getting to the customer and the availability of a variety where the customer can choose.

Positioning and Differentiation

Competitive Advantages

Buffalo Wild wings has a competitive advantage over its main competitors it may focus on having a unique product and the best dipping sauces something their competitors might not be doing. it is important to also adopt an enthusiastic culture in the business as well having friendly staff that reflects the company’s culture.

Market Niche and Positioning Strategy

Positioning strategy also enables the decision makers to understand where the customers think about the business and that information will help the organization to improve on the delivery of services and the communication of the improvements to the customers. Market Niche is a strategy that the organization must hack. it is important for the organization to ensure it places its products and offers the service in the right place.

Positioning Statement

The position statement leads in making and planning the marketing activity. The positioning statement will be to increase customer awareness in the locality. every strategy and effort will be geared towards getting the customers to know who Buffalo wild wings are.

Repositioning Considerations

Yes, I do not recommend brand repositioning because it gives a company a new face and most people will often want to be associated with a brand new thing. Repositioning will help the company to be able to implement consumer needs and it is a better way one can beat competition easily.

Branding

Brand Description

The aim is to establish a distinct brand that will certainly stand out from the competitors. The logo is to be eye catching and distinct.

Brand Promise

The fries will be made by 100%fresh potatoes and with the best prices in town.

Brand Voice and Personality

Brand is excellently Delicious.

Brand never compromises on quality.

Brand Positioning and Strategy

There shall be a grand opening in a central place and colorful banners bearing the distinct logo will be displayed. A particular place in the mall will be the tester market and the most delicious wings prepared and letting out the aroma of freshly fried fries inviting people to taste the products.

When marketing information and analysis is appropriately done and the most appropriate information obtained it sets the business way above its competitors and it is safe to say Knowledge is Power against competition.

Marketing Mix (4Ps)

Product Strategy

Online Doctor deals with prescription and over the counter medication from renowned brands across the globe, the products are accompanied by a service and is at the introduction stage of the product life cycle. Allowing customers to interact with medical staff and doctors to interpret the prescription notes will go a long way in fitting the general X and Y market-a demographic that craves convenience.

•What level of quality and consistency does the offering have?

Doctors that can see patients online and recommend simple drugs for simple ailments and follow up reminders to ensure clients follow the dosage present the quality of the services which guarantees consistency.

•How many features does it have and can they be removed or added?

Online medical assessments

Repeat prescriptions

Free delivery

Fast selling brands

Medical devices

All these features of the business are essential and would not be removed, however, over time delivery will be expanded to cover more regions of the country and ultimately introduce services to external markets.

•How well does your product or service deliver what the customer values? How can it improve?

Repeat precisions are excellent after service.

Online prescriptions by physicians if they deemed fit is also a service the consumers consider critical.

Improvement can come in the form of more diversification in medical and medical devices brands and more investment in expensive drugs.

•What improvements would help your offering compete more effectively?

Low prices will go a long way in increasing competitive power.

The ability to deliver further than towns near the warehouses will mean venturing in areas the competition is yet to reach. Revenues from these areas will be useful in employing measures that suppress the competition.

Pricing Strategy

The medical products sold on Online Doctor are market standards that require low pricing sourcing to cover for the deficit created by free delivery. Exemplary customer service offsets any thought of expensive prices in the minds of consumers. Competitors are large established e-pharmacies with high prices because of the trust they have generated over the years and the effect of dealing with things branded premium.

•How sensitive are your customers to changes in price?

Customers are in search of ways to fill their prescriptions without using the tedious way of seeing a doctor. And because they consist of a young general of white color workers there is not much strain about the price.

•What revenue you need to break even and achieve profitability?

$175,000 is the amount required to breakeven.

•What does the price say about your product in terms of value, quality, prestige, etc.?

The product definitely elicits the feeling of prestige and offers tremendous value in terms of location and quality. The medicine and materials are sourced for renowned with generic ones branded as such to ensure the client is aware of the decision they are making.

Place: Distribution Strategy

The products are distributed from two warehouses located in Chicago and Joliet. There are no intermediaries and the companies supply chain is made of the supplier, the company, and the consumer. There are no actual disconnects but having small retailers use our online platform to sell their products is an incredible opportunity that is yet to be utilized. The business looks to venture into bulk buying to sell to retailers at wholesale prices. These retailers can sell on the platform or their stores and also sell their products separate from those offered by Online Doctor on its e-pharmacy platform.

•What are the best distribution channels and methods for you to use, and why?

The main distribution channel although indirect constitutes the manufacturer, online doctor, and customers because the e-pharmacy platform began as a retailer and wishes to maintain the status. Some products will be sold to retailers in wholesale to widen the company’s portfolio and inventory.

•Will you have a retail outlet and if so, where will it be located?

There is no physical location for the retail outlet. As an e-pharmacy, the business is located online. However, there are two warehouses in Chicago and Joliet as well as offices and server centers where all operations will be carried out. Contact with the customer will happen through the internet.

•In what geographic area(s) will your product/service be available?

The services will be available in Wisconsin, Kentucky, Michigan, Iowa, Indiana, Missouri, and Illinois. These are all states that border the state of Illinois where the warehouses are located. Plans are available to expand to other states with time.

Promotion: Integrated Marketing Communications Strategy

Approach

The global market for pharmacies have an annual customer base of 40 million with half that number looking for drugs online and the number is still growing and Online Doctor wishes to grow with them. The penetration strategy that includes selling at the cost price, which will be below the selling price of the competition, goes a long way in advertising the business. An initial opening ceremony will be the beginning of the marketing strategy where people will gather to celebrate the business’s inception. The business will rely more on video ads on social media and video platforms such as Facebook, Instagram, and YouTube. The importance of this is that these sponsored ads are accompanied by a link to the platform where the consumer by one click immediately interacts with the platform. Word of mouth marketing will be enhanced by providing incentives for clients that will bring referrals. Direct marketing will be applied to medical conferences and seminars. Traditional marketing including newspapers, TV, and radio commercials will take a small portion of the marketing strategy but will not be ignored entirely. Flyers and brochures will be put in strategic places such as the shops of partnering retailers. The business will also be listed in the yellow pages since the platform has also gone digital.

Goal

The primary goal of Online Doctor’s marketing the customer base at an annual rate of 5% in the first year and 7.5% in the following years and to create a long-term professional relationship with its clientele. The idea is to get a client and retain them. The campaign will target younger people between the ages of 25 to 40 who are active on the internet and seek services that are convenient like purchases that are delivered to their doorstep. Ads in traditional platforms such as the TV, radio, and newspapers will target older people from the age of 55 who require certain drugs for comorbid diseases as well as medical devices.

Messages

Message: Having trouble handling your dosage, get the prescription and a manager.

Message pillar: Some people are heard saying they would rather get an injection that deals with swallowing pills regularly because they tend to forget.

Proof point: re-prescription is a simple reminder through message alerts.

Call to action: Buy drugs on a platform that reminds you when it’s time to use them.

Promotional Mix and IMC Tools

Digital Marketing

Advertisements on popular blogs and application developed for mobile phones

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Bauman, Rickey Lee, and Carol Whitfield. An Apology for Hermann Hesse’s Siddhartha. (2016).

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