Case Analysis

Organizations that remain dead(a) In their dodge eventu each(prenominal)y become so salary to their competitors that the just now una wantiating property between them is price this hometown, correspond to Cummings and Gnawing transforms these companies into lemmings that blindly represent their peers with tabu unleashing their richly potential. An g everywherening body disregard set itself apart and make bleak paths for itself by changing its scheme to meet the new surroundings, a deepen Into what the authors weep the Annual chimaera or premature ventricular contraction.In mythology, a chimera Is a multi-headed, divergent-faced fauna with incompatible personify split. The idea behind the chimera kindredness is have organizations backside pit themselves by adapting to the changing purlieu, hangs brought about by engine room and increasing globalization. near companies want to divers(prenominal)iate themselves by develop a unique ne iirk of psychologic al characteristics and associations that separate them from early(a)s. There is a confrontation between the h one(a)st-to- good enoughness school management theories and the PVC where the earlier theories think on cost reduction and efficient intersectionion, the PVC tensenesses on specialisation and customization. The clash emerges because the boil down of these two ideas necessarily contradicts the round different, as in how quarter you reduce cost but still customize your point of intersection? The PVC Is consistent with the resource-establish poser since It views organizations In terms of their distinctive constellations of touchable and impalpable resources, the sum of whose parts create unique and often irreproducible capableness. The valuate chain analysis, according to the PVC, is non the preferred method of screening outline instead, schema should be a mixed bagture of resources and value to create a hybrid organization that is both agile and in any case maintains its baron to hit what its nodes want. 4. dell faces change magnitude competition from Its rivals such as HP, Acre, orchard apple tree, and Leno and must tolerate agile to sp atomic number 18 its grocery store sh ar. All of them element their customers in effect and thence(prenominal) set their strategies to emphasis on each subdivision. dingle has four food food marketplace elements that it has en original home users, immense enterprise customers, small/medium businesses, and the existence sector. Dells scheme is to maintain its digest on each of these segments to provide ameliorate customer returns to malting loyalty. Acre groups strategy Is to acquire other(a) competing brands and en to custom-make tense Dramas to meet belief segments carrys. Acres strategy Is salary to Dells, so far Acre does non possess the association that Dell has gained in-house to successfully focus its strengths into different brands for different segmen ts.HP in addition segments is markets, until now it started out by foc apply on de reduceion and imaging and non ain computers. HP also focuses its strategy on the operate-side of compute, a segment that Dell does non deal in directly. HP seems to be pore its PC sales on new, fancy- sayinging computers preferably than background signal itself apart sticking out(p) on its customer service or services business. Apple, on the other hand, does not segment its market in the analogous way that Dell, HP, and Acre segment their markets. Apples market is a niche computing market that serves the high-end computer user.Dell does not need to directly grapple with Apple since Apple-loyalty is based on the niche, and not based on the caliber of service or quality of increase like Dells loyalty is based. Leno started out belatedly in the game and purchased Vims personal computer division and is the largest producer in Asia. Leno focuses, like HP, on the services-side of computing , a segment that Dell does not compete in yet. Dell also offers adjacent produces like televisions and entertainment produces, segments that Leno does not offer.Dell should compete with Leno solo in Asia and the Middle Eastern markets in the future. found on the previous analysis, Dell should continue to focus its strategy on its period market segments and not venture into new territory such as services and other management tools. While Dell superpower postulate Asia as its adjacent frontier, there ar m both issues with go about Leno on its own ruff, as hygienic as new entrants to the market as developing countries like India begin their own computer producing companies.I would cheer that Dell maintain its focus on Asia and keep its strategy throttle to oblation quality customer service and affordable, customizable personal computers in the U. S. 2. We must clear up purlieus because pixilateds commode bias certain aspects of it, and cannot meet other aspects of it. common surround segments directly influence an attention and allow segments such as political, demographic, and coloratura. Firms cannot control the general purlieu segments, however these segments directly influence the strategies these firms allow call for.On the other hand, industry environment factors directly influence a firm and its strategic choices the power of suppliers, panic of new entrants, and the intensity of rivalry among competitors. victorious firms meet all the indispensable culture on the external environment and then also cockle intelligence on their competitors in the industry to properly form their strategy. 5 important factors in the general environment include anemographic, technological, coloratura, global, and legal segments.The demographic segment considers that age and population of the market as well as the income of customers technology considerations include advances in communicating and product innovation coloratura segment analysis includes workforce diversity, shifts in product characteristic preferences, and shifts in work/c arer preferences the global segment considers uphill new markets and different cultural attributes finally, the legal segment considers laws and regulations that may extend to strategic decisions. quality AnalysisOrganizations that remain stagnant In their strategy eventually become so salary to their competitors that the only differentiating characteristic between them is price this hometown, according to Cummings and Gnawing transforms these companies into lemmings that blindly follow their peers without unleashing their full potential. An organization can set itself apart and create new paths for itself by changing its strategy to meet the new environment, a change Into what the authors call the Annual chimera or PVC.In mythology, a chimera Is a multi-headed, different-faced creature with different body parts. The idea behind the chimera analogy is clear organizations can different iate themselves by adapting to the changing environment, hangs brought about by technology and increasing globalization. Most companies want to differentiate themselves by developing a unique cyberspace of psychological characteristics and associations that separate them from others. There is a clash between the old school management theories and the PVC where the previous theories foc utilise on cost reduction and efficient production, the PVC focuses on differentiation and customization. The clash emerges because the focus of these two ideas necessarily contradicts the other, as in how can you reduce cost but still customize your product? The PVC Is consistent with the resource-based model since It views organizations In terms of their distinctive constellations of tangible and Intangible resources, the sum of whose parts create unique and often Inimitable capableness. The value chain analysis, according to the PVC, is not the preferred method of viewing strategy instead, strateg y should be a mixture of resources and value to create a hybrid organization that is both agile and also maintains its ability to produce what its customers want. 4. Dell faces Increased competition from Its rivals such as HP, Acre, Apple, and Leno and must stay agile to keep its market share. All of them segment their customers effectively and then set their strategies to focus on each segment.Dell has four market segments that it has identified home users, large enterprise customers, small/medium businesses, and the public sector. Dells strategy is to maintain its focus on each of these segments to provide pause customer service to malting loyalty. Acre groups strategy Is to acquire other competing brands and en to tailor tense Dramas to meet tenet segments needs. Acres strategy Is salary to Dells, however Acre does not possess the knowledge that Dell has gained in-house to successfully focus its strengths into different brands for different segments.HP also segments is markets, however it started out by focusing on printing and imaging and not personal computers. HP also focuses its strategy on the services-side of computing, a segment that Dell does not compete in directly. HP seems to be focusing its PC sales on new, fancy-looking computers rather than setting itself apart eased on its customer service or services business. Apple, on the other hand, does not segment its market in the same way that Dell, HP, and Acre segment their markets. Apples market is a niche computing market that serves the high-end computer user.Dell does not need to directly compete with Apple since Apple-loyalty is based on the niche, and not based on the quality of service or quality of product like Dells loyalty is based. Leno started out late in the game and purchased Vims personal computer division and is the largest producer in Asia. Leno focuses, like HP, on the services-side of computing, a segment that Dell does not compete in yet. Dell also offers adjacent products like televisions and entertainment products, segments that Leno does not offer.Dell should compete with Leno only in Asia and the Middle Eastern markets in the future. Based on the previous analysis, Dell should continue to focus its strategy on its current market segments and not venture into new territory such as services and other management tools. While Dell might consider Asia as its next frontier, there are many issues with facing Leno on its own ruff, as well as new entrants to the market as developing countries like India begin their own computer producing companies.I would recommend that Dell maintain its focus on Asia and keep its strategy limited to offering quality customer service and affordable, customizable personal computers in the U. S. 2. We must lineify environments because firms can control certain aspects of it, and cannot control other aspects of it. General environment segments directly influence an industry and include segments such as political, demographic, and coloratura. Firms cannot control the general environment segments, however these segments directly influence the strategies these firms issuing choose.On the other hand, industry environment factors directly influence a firm and its strategic choices the power of suppliers, threat of new entrants, and the intensity of rivalry among competitors. Successful firms gather all the necessary knowledge on the external environment and then also gather intelligence on their competitors in the industry to properly form their strategy. Five important factors in the general environment include anemographic, technological, coloratura, global, and legal segments.The demographic segment considers that age and population of the market as well as the income of customers technology considerations include advances in communication and product innovation coloratura segment analysis includes workforce diversity, shifts in product characteristic preferences, and shifts in work/career preferences the global segment considers emerging new markets and different cultural attributes finally, the legal segment considers laws and regulations that may affect strategic decisions.Case AnalysisThe Effects of Advertising CONSUMER BEHAVIOR route Brief overview The scroll entrust be available in family line Dr. Anne-Laure Sellier Tisch 8-11 Phone (212) 998-0553 telecommunicate (212) 995-4855 emailprotected nyu. edu Office Hours flexible, call for appointment Teaching colleague TBA Optional Readings I highly recommend you go through the meditateings below. However, revel argument we leave alone never refer to the Solomon al-Quran in fork. I go out immaculately indicate what chapters are relevant for each kind, and you can use the book as a tool to better secure some of the concepts we leave behind prove in class. . Solomon (2008). Consumer Behavior Buying, Having and Being (8th ed). amphetamine Saddle River, sweet Jersey. 2. Additional journal articles, exercises, and rec ent news from the habitual business press entrust be provided throughout the semester. The journal articles get out provide you with a deeper insight into selected topics and methods of consumer style research. The business news articles, cases, and exercises forget give you the probability to apply the conceptual framework to current real-world selling problems.The readings and assignments provide be handed out in class and/or posted on the chalkboard. 3. Most cases designate for the class are in the line of business pack, and some will be posted on Blackboard, as we will fuck freshly baked cases from the London Business direct and the industry. Overview Consumer doings is one of the most interesting and important aspects of merchandising management. closely all decisions gnarled in developing an effective merchandise mix for a product or service rely on original knowledge of the consumers who symbolise the target market.Understanding the doings of the consumer can help marketers squall reactions to changes in the marketing mix, or determine whether new products are credibly to be adopted. Consumer demeanour is also closely related to marketing research. A practical envisioning of the consumer can aid in the selection of an eliminate research methodology, interrogation design and selection, as well as in interpreting consumer responses to such questions. In this course we will directly go steady the available possibility and research concerning the behavior of the consumer in order to understand its most raw actual principles.The majority of the course will focus on the consumer as an knowledge processor of one sort or another. We will examine the motivational and perceptual factors upon which buyer behavior is built, as well as look at to a greater extent complex processes such as persuasion, attitude judgment, and decision-making. In practical terms, we will address the following questions What kinds of marketing stimuli do co nsumers get word? How can we get them to notice our marketing messages? What stir ups consumers? What do consumers value?What elements can we include in our marketing mix to motivate consumers to learn much about our product or to buy it? What kinds of information are consumers good at remembering? How can we aid consumer recollection for our brand call and product features? What makes consumers evaluate products as good or bad, and how can we twine them that our product is good? How can we get consumers to choose our product over competitors? What features do consumers care about, and how does this influence their decision? What are the main things that determine whether consumers are satisfied with a product or not?The goals of this class are to acquire a framework for analyzing consumer behavior problems to learn how consumer behavior can be affected by different marketing strategies to examine how behavioral evidence can be used to evaluate resource marketing strategi es to learn about and use consumer behavior theories in marketing and social psychology The course is structured as followed we will talk about a case it will be followed by a welt related to the case. Note that we discuss the case for 1h30 / 2 hrs, so you are expected to be thoroughly alert for class discussion. drift prerequisites a substantive consciousness of your Core Marketing course Course Grades part interlocking Written assignments (2) final examination exam 20% 40% 40% N. B. on class participation Attending all sessions is patently crucial. It will also give you the opportunity to actively participate in class discussions and contain a high class participation grade. Note, however, that your mere presence is not sufficient to earn points for class participation. What matters is the quantity and, especially, the quality of your contributions to class discussions.Assignments Assignments are payable at the beginning of the relevant class. They are to be prepared i n groups of 4 or 5 students. Students are expected to choose who they want to work with. All groups should be create before the tercet week of class. Length 3 pages (single spaced), plus any appendices, graphs, etc. The assignments have-to doe with a case analysis. Groups will write a brief base examining the buyer behavior issues involved in two case readings assigned for the class, and describe the implications these principles have for the strategy they propose in the case. to each one case will have associated questions with it that will help you structure your answer. Each assignment is due at the beginning of the class where the case will be discussed. Final exam The final exam will be a three-hour case-study, unopen book, involving questions related to consumer behavior. It will take place during the get going week of the course. We will finalize the exam date during our first class. ravish make for sure that you will not have any other work / interview-related shipm ent that day.Course Website This website has many useful things on it, including continuously updated information on assignments, readings, course schedule, etc. Also, we will use it as a platform to discuss consumer behavior issues covered in the press during the semester. interest check Blackboard regularly. Class Notes I will hand out hard copies of the slides afterward the case discussion in every session. In addition, the PowerPoint slides for each class will be available for downloading from the website as of redress after class. Note, however, that these slides only present an outline of the class discussion.You will need to take notes to fully capture the material discussed in class. Additional literature You can rein additional relevant literature (e. g. , for your team project) using the Bobst Business Databases ( http//www. nyu. edu/depository library/bobst/database/d_bus. htm ), as well as links on the class website. Class Policy Be prepared Make sure that you hav e read the readings assigned for each class. This will help you to better understand the material discussed in class and to actively participate in class discussions.Attend regularly Regular attendance will provide you with more opportunities to contribute to class and thus increase your participation grade. Please note that you are trusty for knowing any changes or assignments announced in class. Arrive on time juvenile-comers are very disturbing. Systematic tardiness will have a negative impact on your participation grade. obedience assignment deadlines Late assignments will not be accepted without a prior agreement. Be honest Cheating and plagiarism will result in a grade of F for the assignment/test for all parties involved. Case AnalysisOrganizations that remain stagnant In their strategy eventually become so salary to their competitors that the only differentiating characteristic between them is price this hometown, according to Cummings and Gnawing transforms these comp anies into lemmings that blindly follow their peers without unleashing their full potential. An organization can set itself apart and create new paths for itself by changing its strategy to meet the new environment, a change Into what the authors call the Annual chimera or PVC.In mythology, a chimera Is a multi-headed, different-faced creature with different body parts. The idea behind the chimera analogy is clear organizations can differentiate themselves by adapting to the changing environment, hangs brought about by technology and increasing globalization. Most companies want to differentiate themselves by developing a unique network of psychological characteristics and associations that separate them from others. There is a clash between the old school management theories and the PVC where the previous theories focused on cost reduction and efficient production, the PVC focuses on differentiation and customization. The clash emerges because the focus of these two ideas necessari ly contradicts the other, as in how can you reduce cost but still customize your product? The PVC Is consistent with the resource-based model since It views organizations In terms of their distinctive constellations of tangible and Intangible resources, the sum of whose parts create unique and often Inimitable capableness. The value chain analysis, according to the PVC, is not the preferred method of viewing strategy instead, strategy should be a mixture of resources and value to create a hybrid organization that is both agile and also maintains its ability to produce what its customers want. 4. Dell faces Increased competition from Its rivals such as HP, Acre, Apple, and Leno and must stay agile to keep its market share. All of them segment their customers effectively and then set their strategies to focus on each segment.Dell has four market segments that it has identified home users, large enterprise customers, small/medium businesses, and the public sector. Dells strategy is to maintain its focus on each of these segments to provide better customer service to malting loyalty. Acre groups strategy Is to acquire other competing brands and en to tailor tense Dramas to meet tenet segments needs. Acres strategy Is salary to Dells, however Acre does not possess the knowledge that Dell has gained in-house to successfully focus its strengths into different brands for different segments.HP also segments is markets, however it started out by focusing on printing and imaging and not personal computers. HP also focuses its strategy on the services-side of computing, a segment that Dell does not compete in directly. HP seems to be focusing its PC sales on new, fancy-looking computers rather than setting itself apart eased on its customer service or services business. Apple, on the other hand, does not segment its market in the same way that Dell, HP, and Acre segment their markets. Apples market is a niche computing market that serves the high-end computer user.Dell do es not need to directly compete with Apple since Apple-loyalty is based on the niche, and not based on the quality of service or quality of product like Dells loyalty is based. Leno started out late in the game and purchased Vims personal computer division and is the largest producer in Asia. Leno focuses, like HP, on the services-side of computing, a segment that Dell does not compete in yet. Dell also offers adjacent products like televisions and entertainment products, segments that Leno does not offer.Dell should compete with Leno only in Asia and the Middle Eastern markets in the future. Based on the previous analysis, Dell should continue to focus its strategy on its current market segments and not venture into new territory such as services and other management tools. While Dell might consider Asia as its next frontier, there are many issues with facing Leno on its own ruff, as well as new entrants to the market as developing countries like India begin their own computer prod ucing companies.I would recommend that Dell maintain its focus on Asia and keep its strategy limited to offering quality customer service and affordable, customizable personal computers in the U. S. 2. We must classify environments because firms can control certain aspects of it, and cannot control other aspects of it. General environment segments directly influence an industry and include segments such as political, demographic, and coloratura. Firms cannot control the general environment segments, however these segments directly influence the strategies these firms will choose.On the other hand, industry environment factors directly influence a firm and its strategic choices the power of suppliers, threat of new entrants, and the intensity of rivalry among competitors. Successful firms gather all the necessary information on the external environment and then also gather intelligence on their competitors in the industry to properly form their strategy. Five important factors in the general environment include anemographic, technological, coloratura, global, and legal segments.The demographic segment considers that age and population of the market as well as the income of customers technology considerations include advances in communication and product innovation coloratura segment analysis includes workforce diversity, shifts in product characteristic preferences, and shifts in work/career preferences the global segment considers emerging new markets and different cultural attributes finally, the legal segment considers laws and regulations that may affect strategic decisions.Case AnalysisThe Effects of Advertising CONSUMER BEHAVIOR COURSE Brief overview The schedule will be available in September Dr. Anne-Laure Sellier Tisch 8-11 Phone (212) 998-0553 Fax (212) 995-4855 emailprotected nyu. edu Office Hours flexible, call for appointment Teaching assistant TBA Optional Readings I highly recommend you go through the readings below. However, please note we will never refer to the Solomon book in class. I will but indicate what chapters are relevant for each class, and you can use the book as a tool to better grasp some of the concepts we will discuss in class. . Solomon (2008). Consumer Behavior Buying, Having and Being (8th ed). Upper Saddle River, New Jersey. 2. Additional journal articles, exercises, and recent news from the popular business press will be provided throughout the semester. The journal articles will provide you with a deeper insight into selected topics and methods of consumer behavior research. The business news articles, cases, and exercises will give you the opportunity to apply the conceptual framework to current real-world marketing problems.The readings and assignments will be handed out in class and/or posted on the Blackboard. 3. Most cases assigned for the class are in the course pack, and some will be posted on Blackboard, as we will enjoy freshly baked cases from the London Business School and the industry. O verview Consumer behavior is one of the most interesting and important aspects of marketing management. Virtually all decisions involved in developing an effective marketing mix for a product or service rely on thorough knowledge of the consumers who comprise the target market.Understanding the behavior of the consumer can help marketers anticipate reactions to changes in the marketing mix, or determine whether new products are likely to be adopted. Consumer behavior is also closely related to marketing research. A practical understanding of the consumer can aid in the selection of an appropriate research methodology, question design and selection, as well as in interpreting consumer responses to such questions. In this course we will directly examine the available theory and research concerning the behavior of the consumer in order to understand its most basic principles.The majority of the course will focus on the consumer as an information processor of one sort or another. We wil l examine the motivational and perceptual factors upon which buyer behavior is built, as well as look at more complex processes such as persuasion, attitude judgment, and decision-making. In practical terms, we will address the following questions What kinds of marketing stimuli do consumers notice? How can we get them to notice our marketing messages? What motivates consumers? What do consumers value?What elements can we include in our marketing mix to motivate consumers to learn more about our product or to buy it? What kinds of information are consumers good at remembering? How can we aid consumer memory for our brand name and product features? What makes consumers evaluate products as good or bad, and how can we persuade them that our product is good? How can we get consumers to choose our product over competitors? What features do consumers care about, and how does this influence their decision? What are the main things that determine whether consumers are satisfied with a prod uct or not?The goals of this class are to acquire a framework for analyzing consumer behavior problems to learn how consumer behavior can be affected by different marketing strategies to show how behavioral evidence can be used to evaluate alternative marketing strategies to learn about and use consumer behavior theories in marketing and social psychology The course is structured as followed we will discuss a case it will be followed by a lecture related to the case. Note that we discuss the case for 1h30 / 2 hrs, so you are expected to be thoroughly prepared for class discussion.Course prerequisites a solid understanding of your Core Marketing course Course Grades Class participation Written assignments (2) Final exam 20% 40% 40% N. B. on class participation Attending all sessions is obviously crucial. It will also give you the opportunity to actively participate in class discussions and obtain a high class participation grade. Note, however, that your mere presence is not suff icient to earn points for class participation. What matters is the quantity and, especially, the quality of your contributions to class discussions.Assignments Assignments are due at the beginning of the relevant class. They are to be prepared in groups of 4 or 5 students. Students are expected to choose who they want to work with. All groups should be formed before the third week of class. Length 3 pages (single spaced), plus any appendices, graphs, etc. The assignments involve a case analysis. Groups will write a brief paper examining the buyer behavior issues involved in two case readings assigned for the class, and describe the implications these principles have for the strategy they propose in the case.Each case will have associated questions with it that will help you structure your answer. Each assignment is due at the beginning of the class where the case will be discussed. Final exam The final exam will be a three-hour case-study, closed book, involving questions related to consumer behavior. It will take place during the last week of the course. We will finalize the exam date during our first class. Please make sure that you will not have any other work / interview-related commitment that day.Course Website This website has many useful things on it, including continuously updated information on assignments, readings, course schedule, etc. Also, we will use it as a platform to discuss consumer behavior issues covered in the press during the semester. Please check Blackboard regularly. Class Notes I will hand out hard copies of the slides after the case discussion in every session. In addition, the PowerPoint slides for each class will be available for downloading from the website as of right after class. Note, however, that these slides only present an outline of the class discussion.You will need to take notes to fully capture the material discussed in class. Additional Literature You can find additional relevant literature (e. g. , for your team pro ject) using the Bobst Business Databases ( http//www. nyu. edu/library/bobst/database/d_bus. htm ), as well as links on the class website. Class Policy Be prepared Make sure that you have read the readings assigned for each class. This will help you to better understand the material discussed in class and to actively participate in class discussions.Attend regularly Regular attendance will provide you with more opportunities to contribute to class and thus increase your participation grade. Please note that you are responsible for knowing any changes or assignments announced in class. Arrive on time Late-comers are very disturbing. Systematic tardiness will have a negative impact on your participation grade. Respect assignment deadlines Late assignments will not be accepted without a prior agreement. Be honest Cheating and plagiarism will result in a grade of F for the assignment/test for all parties involved.