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In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Hewlett Packard, Subway, or Sony.Select only one (1) brand. Use the information l
In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Hewlett Packard, Subway, or Sony.
Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.
Click here to download the required template.
Submit the completed template via the Assignment 1 submission link.
*Remember to only select one (1) brand from the options below (click on Option A, B, C, and D to view each available brand).
Alfa Romeo
General Brand Marketing
Reflected in the distinctive, fluid lines of an Alfa Romeo is the brand’s long sporting tradition.
Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Alfa Romeo cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.
Hewlett-Packard (HP)
HP’s 2013 Mission Statement“The HP Way”, which states company’s values and objectives.Our vision is to create technology that makes life better for everyone, everywhere – every person, every organization, and every community around the globe. This motivates us – inspires us – to do what we do. To make what we make. To invent, and to reinvent. To engineer experiences that amaze. We won’t stop pushing ahead, because you won’t stop pushing ahead. You’re reinventing how you work. How you play. How you live. With our technology, you’ll reinvent your world.
Click here to view the grading rubric.
Subway
Subway’s 2013 Mission Statement“To provide the tools and knowledge to allow entrepreneurs to compete successfully in the Fast Food industry worldwide, by consistently offering value to consumers through providing great tasting food that is good for them and made the way they want it.”
Subway’s VisionOur vision is to make our restaurants and operations as environmentally and socially responsible as possible.
Click here to view the grading rubric.
Sony
Sony’s Vision StatementWith regard to its corporate vision, Sony states, “Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can.” In this vision, emphasis is on the concept of kando. The following components are present in Sony Corporation’s vision statement:
- Deliver kando
- Use our passion for technology, content and services
- Ways that only Sony can
Sony’s Mission StatementSony’s corporate mission is to be “a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.” The mission highlights the importance of kando and what it does for customers. Sony’s mission statement has the following components:
- Provides customers with kando
- Inspires and fulfills their curiosity
“Organization Structure” Please respond to the following:Per the textbook, there are many possible structures that an organization can adopt. Give your opinion on the significant ways that an organiza
“Organization Structure” Please respond to the following:
- Per the textbook, there are many possible structures that an organization can adopt. Give your opinion on the significant ways that an organization’s structure affects the organization’s ability to adapt to strategy initiatives. Provide a rationale and / or a real- world example to support your response.
- Per the textbook, strategy is concerned with matching a firm’s resources and capabilities to the opportunities that arise in the external environment. Resources sometimes can be a constraint to an organization. Speculate on the role of stakeholders in resource identification in order for value creation and establishing competitive advantage for an organization. Support your response.
Which statement best illustrates attitudes toward international marketing research? A. Cultural differences greatly influence the marketing mixes of companies operating in different parts of th
Which statement best illustrates attitudes toward international marketing research?
A. Cultural differences greatly influence the marketing mixes of companies operating in different parts of the world.
B. Because the world is rapidly becoming a global economy, there will be less need for marketing research.
C. Marketing research is of little help when determining taste preferences in foreign markets.
D. Fast-food restaurants use the same marketing mixes in all countries in which they operate.
Which one of the following phrases best describes the primary function of marketing research?
A. Gathering intelligence on competitors
B. Monitoring market trends and developments
C. Gathering information needed to help managers make better decisions
D. Conducting surveys and analyzing results
There are several possible reasons the Kinshasa Abroad restaurant isn’t doing well. To determine the reasons, what type of research should be done first?
A. Exploratory
B. Descriptive
C. Primary
D. Causal
_______ marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.
A. Problem-solving
B. Control
C. Performance-monitoring
D. Planning
_______ marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.
A. Problem-solving
B. Control
C. Performance-monitoring
D. Planning
1
Much of the data that marketing managers need to make routine decisions may already exist inside a company’s databases and be accessible through the company’s
A. decision support system.
B. corporate intranet.
C. accounting spreadsheets.
D. social media network.
A large marketing research firm has a focus on the energy industry. It collects information about the industry and publishes quarterly reports which are distributed to clients of the firm. It is said that this research firm is engaging in what kind of marketing research?
A. Focused
B. Syndicated
C. Commissioned
D. Private
If research subjects are hesitant to discuss deep feelings or sensitive topics, researchers may use
A. case analysis.
B. depth interviews.
C. projective methods.
D. focus groups.
A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. What was the failure of New Coke largely due to?
A. A narrow conception of the research
B. Late and occasionally erroneous findings
C. The uneven caliber of researchers
D. Poor problem definition
When researchers specify that one variable affects another in a certain way, they’re stating the
A. hypothesis.
B. causal relationship.
C. decision problem.
D. concept clarification
Acme Corporation has identified several new market opportunities, but has limited funds to invest and therefore cannot pursue them all. Which function of market research will it conduct to identify the most promising opportunities?
A. Forecasting
B. Performance monitoring
C. Planning
D. Problem solving
When Visa contemplated a new logo, what was critical to consider as executives approached the research problem?
A. Exploratory research would help the company learn which design was best.
B. Although widely recognized, customers might perceive the current logo as not in step with the times.
C. It was important to do descriptive research to find out what customers wanted.
D. Major changes to the logo were needed.
A marketing research director that identifies and leads the direction in which the individual studies and overall programs go is said to be
A. proactive.
B. responsible.
C. reactive.
D. influential.
A marketing researcher is meeting with a manager who has identified a problem. During the initial meeting, the researcher asks, “Why do you think this situation has occurred?” How many times is it recommended for the researcher to ask why to dive deeper into possible causes of the problem?
A. Three
B. Five
C. One
D. Two
Data mining can be simply described as
A. combining data from multiple sources.
B. digging for useful information in the pile of internal data collected by most businesses.
C. linking computers to form a resource network.
D. using sophisticated statistical analysis.
Sometimes, research calls for a deeper look at the data by looking for differences or relationships across groups, a technique known as
A. cross-analysis.
B. cross-comparison.
C. indexing.
D. cross-tabulation.
One important consideration when monitoring the marketing environment is to acknowledge which factor?
A. Managers have direct control over societal trends such as those in the natural and competitive sectors.
B. The success of marketing initiatives is more dependent on conditions within a company than in the external environment.
C. Changes in the economic and technological environments have little impact on marketing decisions.
D. Societal trends, including social and political trends, occur in the uncontrollable external environment.
Doing a random count of automobile license plates in a shopping mall parking lot probably indicates that the researcher is using a
A. nonprobability sample.
B. probability sample.
C. sampling frame.
D. field force.
Asking why female customers prefer to buy tank tops rather than long-sleeved T-shirts is usually done when discussing
A. discovery-oriented decision problems.
B. research problems.
C. exploratory research.
D. strategy-oriented decision problems.
The general purpose of exploratory research is to gain _______ so that problems and opportunities can be more clearly defined.
A. definitive data
B. buy-in and support
C. facts and figures
D. insights and ideas