Swot Analysis Marketing Planning Process - 1987 Words

Introduction This essay will critically evaluate the contribution that SWOT framework has brought to the marketing planning process. The essay will firstly explain the importance of SWOT used as an analysis tool in the field of marketing and concisely introduce the definition of SWOT along with the case of Coca Cola Company as an example. Next, the disadvantages and advantages of SWOT framework will be discussed in order to realize how the model was used in reality and theoretically. After that, there will be a few cases of SWOT being misused by the managers and marketers. Subsequently, the possible solutions of how the model can be used more effectively and efficiently will be given. The definition of SWOT Marketers consider internal auditing when they want to learn more about the situation within the organization, while investigate the external audit when they long for the information about outside environment. One of the tools that can help marketers to realize the internal and external factors of an organization is SWOT analysis framework. (Wood, 2007) The origin of SWOT can be traced back to 1960s during a seminar in Zurich and the framework was originally introduced by researches of Harvard University (Learned et al., 1965). The acronym for SWOT is strengths, weakness, opportunities and threats. Strengths are a firm’s resources and capabilities that can be employed as a foundation to facilitate it to achieve objectives and mitigate threats (Wood, 2007). For instance,Show MoreRelatedSwot Analysis Of Marketing Planning Procedures1303 Words   |  6 Pages The SWOT Analysis and its Importance in Marketing Planning    Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In order to run a thriving business, you must be very knowledgeable about your customers, operation, competitors and the environment.  When it comes to market planning  many important factors must be taken into consideration. According to the business dictionary market planning is the procedure of examining one or more of prospective marketplacesRead MoreMarketing Strategic Planning : Marketing Strategy1042 Words   |  5 Pages2.4 MARKETING STRATEGIC PLANNING PROCESS Marketing strategic planning is a management tool to help the organization does better work and understand how to compete for the future. It is a guiding process for the members of an organization developing them necessary procedures and operations in the future. Like a decisions strategy for the organization process, as the process of growing and maintaining a strategic fit between target of organization and capability and it’s changing marketing opportunitiesRead MoreSwot Analysis : The Modern Enterprise Management And Planning1458 Words   |  6 Pagesmanagement and planning, SWOT analysis is a widely known diagnostic tool. 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Being that marketing in the RD petroleum world isn’t done by radio, TV nor newspaper it has to be very noticeable on all job search sites asRead MoreSwot Analysis : Marketing And Management1370 Words   |  6 PagesMany individuals in the marketing and management industry understand the acronym SWOT, Strength, Weakness, Opportunities, and Threats but have no idea of the impact this analysis has on the business, or internal and external factors that are involved. Typically, managers’ ï ¬ rst consider internal strengths and weaknesses (at the top row of the 2x2 grid) which can include image, structure, access to natural resources, capacity and efï ¬ ciency, and ï ¬ nancial resources. It is the foundation for understandingRead MoreEssay about The Market Orientated Firm.1638 W ords   |  7 Pageswhat it is to be a marketing orientated firm; firstly a business needs to know what marketing is. According to the UKs Chartered institute of Marketing (CIM): Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (CIM1) Marketing is the only process that goes hand in hand with the company strategy and is integrated in all functions and departments of the firm. People tend to think marketing is about advertisingRead MoreA Marketing Plan For A New Marketing Strategy966 Words   |  4 Pageslegal requirements and, on the other hand, defines the organization’s policy administration. For a triumphant marketing plan, understanding the government legal approaches allows for efficient operation and inter-relationship with other organization. Similarly, internal legal policies allow the company to uphold its operation in a set manner. 4.0: Marketing Audit A market audit process is a tool that can never be neglected despite the situation. However, very few companies carry out comprehensiveRead MoreHummer1047 Words   |  5 PagesEvery marketing strategy is unique, but can be reduced into a generic marketing strategy. There are a number of ways of categorizing these generic strategies. A brief description of the most common categorizing schemes is presented below:† (David, 1989). 1. Strategies based on market dominance: In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategies: a. Leader b. Challenger c. Follower

The Effects Of Reinforcement On Treating Disorders And...

The use of reinforcement has been shown in multiple studies in treating disorders such as anxiety and substance use. It is most commonly used during behavioral cognitive therapy to change people s way of thinking and actions. The outcomes of reinforcement in these treatments have shown an overall positive effect with the disorder being shown at a lesser degree or disappearing completely. Reinforcement is described as the process by which a stimulus increases the probability that a preceding behavior will occur again according to the Essentials of Understanding Psychology, 10th Edition, by Robert Feldman. Different researchers have used varying techniques of reinforcement to best suit a subject or experiment. There is positive†¦show more content†¦Through thorough research, I have found that reinforcement in actuality has been known to better adjust an individual s behavior in a positive light when it comes to treating disorders. Most commonly reinforcement has helped address effectively social and behavioral issues. An anxiety disorder is described as the occurrence of anxiety without an obvious external cause that affects daily functioning. It occurs in four major forms panic disorder, phobic disorder, generalized anxiety disorder, and obsessive-compulsive disorder. In a research study by Phillip Kendall in 1994, an investigation on psychosocial treatment with forty-seven children aged nine to thirteen with anxiety disorders was done. Kendall felt this particular study was important because adults were mostly likely to seek help for the child who behaves aggressively while overlooks the child that showed inadequate social skills. Mostly due to the fact that children were normally anxious about several aspects of life and saw anxiousness as part of a regular function in their children. Though anxiety is a natural process in children it becomes a serious issue when it negatively impacts a child development and in turns causes psychological distress for the child as they progress into adulthood. I n Kendall s study, he compared a sixteen session cognitive-behavioral treatment group with a

Groupon Analysis Free Essays

string(71) " number of variables and to identify the underlying common dimensions\." 1. Research process As the secondary data on evaluation of customers in Vietnam with regard to groupon are not available, the method to be used in this study is almost research employing a combination of qualitative and quantitive approaches. Problems de? nition Quantitive research Research design Qualitative research Questionnaire online survey Sampling Fieldwork Data analysis Managerial implications Figure : the stages of customers evaluation research Normally the starting point of any research process is the research problem and research objectives. We will write a custom essay sample on Groupon Analysis or any similar topic only for you Order Now The next stage is to design plans of getting information of both quantitive and qualitative ? gures. Then the the objectives transform in to questionnaire. In the survey both quantitive and qualitative questions are used. Multiple choices with scale measure is used on the other hand question with open answers are use to identify the quantitive problems. Information to be obtained should be determined prior to the building of questionnaire. Table 1 shows how information is to be collected. Each variable have 5 question to determine. Variables Reliability! Who to ask Customer! What to get How is the customer valuation of groupon companies’s reliability ! How is the customer valuation of groupon companies’s responsibility!! How is the customer valuation of groupon companies’s assurance! How is the customer valuation of groupon companies’s empathy! ! How is the customer valuation of groupon companies’s tangibles! Responsibility Customer Assurance Customer Empathy! Customer! Tangibles Customer! The next step after questionnaires were designed and sampled, ? eldwork was executed that involved the completion and return of questionnaire. Data analysis can start after the returned questionnaire were checked. Finally, the research process ends with the most important part that is the managerial implications. 2. Quantitative study The purpose of the quantitative study is to identify the relationship between 5 factors reliability, responsibility, assurance, empathy and tangibles and the quality of groupon companies’s services. The details about sampling, data collection and data analysis methods are described in the next part. a. Sampling †¢ Sample size: a sample of 390 people was drawn from residents living or working in some districts in Hanoi and some part of districts 1 Ho Chi Minh city. 90 people answered some question to classify in 3 groups which are the people have used groupon service, the people never use groupon service but they know about it and the people never use groupon and do not know anything about it. As expected, 50 percents of people who were asked to do survey are student because large number of people who use groupon to buy product and services is low inco me people; 30 percents of that is white collar worker the reason is that they have to work with computer and internet in plenty hours in a day and they want to buy product with low cost lso and the last group of people the survey focusing on is housewives which is have 20 percents in total sample. Sample should include both women and men, belonging to 5 groups of age (from 18 years old to over 55 years old). †¢ Selection criteria: the selection criteria for those participating in the study were age (between 18 and over 55 years old), income ( at least more than 1 million Vietnam dong per month), ability to use computer and the internet ( because almost all groupon companies are working base on internet environment). In addition, respondents should not be acquaintances of each other because they can share the same attitude about some services and companies. b. Data collection The questionnaire consists of 25 questions to determine 25 items which belong to 5 factors. These factors were developed from the study model Serqual . The Likert ? ve-point scale was used for those items that aimed to measure consumer’s evaluation and felling. †¢ Factors 1: reliability have 5 questions which were designed to explore customer’s belief †¢ Factors 2: responsibility was aimed to ? d out the felling of customers about responsibility of the companies whether they can respond the requirement of customer immediately or with some delays. This factor was determined by 5 questions †¢ Factor 3: Assurance is the factor which have 5 question to measure the security of the companies’s service. †¢ Factor 4: empathy use 5 question to explore if the staff of companies try to help and understand customer or not. †¢ Factor 5: tangible have 5 question to determine like the last 4 factor. Those question use to evaluate the appearance of the companies such as the website, voucher or uniforms of staffs. Every question uses multiple choices with ? ve-point scale from 1-5 which mean terrible, poor, average, very good and excellent. The questionnaire was translate into Vietnamese and pre-test on 5 respondents to ensure the correct understanding and the ease of answering. Pretest results were satis? ed. The questionnaire were distributed to 730 persons in Hanoi and Ho Chi Minh city via online survey which is designed by Google and send by email, direct message and social networking(Facebook, Twitter). (Appendix Phu luc bang hoi ) Of 730 person sent survey 390 returned result, of which 163 were usable (163 respondents use groupon as the media to shopping). The valid questionnaire must (1) not having more than ? ve missing values; (2) not selecting all â€Å"1† or all â€Å"5† for all questions. The distribution of questionnaires and the collections of returned ones were carried out from 8th October to 20th October 2012. c. Data analysis Answers from the respondents were reviewed for completion and usefulness. Accepted questionnaire were coded and the raw data input in the SPSS package version 20 for Mac. The reliability of measurement scales was evaluated using Cronbach’s alpha value. A scale is reliable if the alpha is higher than 0. 6. Descriptive analysis is used to describe the variables in term of frequency. Due to the small size sample, subgroup analysis is not meaningful. Analysis variance (ANOVA) or cross tabulation results therefore were not used. The lis of codi? ed variables is shown in Appendix phu luc cac bien Factor analysis was used to reduce the number of variables and to identify the underlying common dimensions. You read "Groupon Analysis" in category "Essay examples" Factor scores were then analyzed using multiple regressions, through linear relationships between a dependent variable and various independent variables (predictors) were determined. 3. Results 3. 1 Sample pro? le Groupon-buying discount products or services online are consumed by a large number of population due to the development of the internet past 10 years. Sample includes 46 men and 117 women, aged from 18 to over 18 years old with the majority being the age group of 18-24 years old. Of 162 respondents 20. 2% using groupon for their work, 64. 4% using for their personal purpose and 15. % using groupon to buy products and services for both purposes which are personal and work. More than 60% of people who are asked have a low income which is less than 5 million Vietnam dong per month, it can be reasonable when most of groupon customer have a low income and it may explain that price is very importance when they decide to buy somethine. And a large number of the respondents are stu dent which are a young generation. They can easily using internet and modern way of shopping. Figure : Gender distribution Figure : Purpose distribution 15% 28% 20% 72% 64% Man Women Personal Work Personal and work Figure : Age distribution Figure : Monthly income 1% 7% 13% 16% 11% 12% 79% 9million 5-9 million other 61% 18-24 25-29 30-40 40-50 Figure : Job distribution 150 100 50 0 Student New employee Employee Housewife Other Table show the demographic characteristics of the sample with regards to gender, age, income, job and voucher’s value. Table : Summary samples’s characteristic Percentage (n=162) Female Gender Male 18-24 25-29 Age 30-40 40-50 less than 5 million 5-9 million Monthly income more than 9 million other Student New employee Jobs Employee Housewife Other 1. 500. 000 11% 16% 69. % 12. 3% 15. 3% 1. 8% 0. 6% 17. 8% 69. 9% 9. 2% 1. 8% 1. 2% 7% 1% 61% 12% 28% 79% 13% 72% 3. 2 Descriptive analysis In the study, ? ve factors were used to measure customer evaluation and felling. For the statistical purpose all variables were described in term of frequencies (percentage) and average values (means). Finding related to customer’s evaluation and fellin g are summarized in tables. a. ! How customers trust groupon companies services in Vietnam, those thing can show up by some factors such as the quality of products what companies guaranteed and the punctuation of delivery. Consequently, the result will show how customer believe in companies and their goods. Groupon companies always sale all product with a very cheap price so this factor explore how is the customer’s belief. Table : Customer’s belief in groupon companies Percentage (n=163) Terrible/ poor 2. The customer’s belief in discount price 3. The customer’s thinking of products and services qualities 4. Delivery’s punctuation 5. Customer care staffs’s knowledge 6. Customer care staffs’s respond 22. 6% 21. 5% 17. 8% 19. 6% 22. 7% Very good/ excellent 30. 7% 31. 3% 55. % 42. 9% 34. 7% Average value (means) 3. 08 3. 10 3. 53 3. 29 3. 21 As can be seen that customer belief indicator is more than 3 but still below than 4. The respond ents accepted and trust those companies. b. How customers evaluate the responsibility of Vietnamese groupon companies: Online shopping is very different from traditional shopping because clients can pay money and have goods or services immediately so that responsibility is a very important factor to rate ? rms’s qualities. It can be seen that customer evaluate ? rm’s after sale service is poor . It is probably due to many groupon companies in Vietnam think that responsibility which is taking care customers after they had bought products and service belong to suppliers, they only have to sale goods. It may lead to 47,9% of respondent thinks ? rm’s responsibilities are terrible and poor. Table : Response to companies’s responsibility Percentage (n=163) Terrible/ poor 7. Staffs’s enthusiasm 8. Companies solve your problems actively 9. Hotline for customer care 10. Recheck customer’s information to ensure fast and correct delivery 11. After sales services 16. 6% 26. % 31. 3% 23. 9% 47. 9% Very good/ excellent 40. 5% 27. 6% 33. 8% 44. 1% 19. 6% Average value (means) 3. 28 3. 08 3. 06 3. 29 2. 60 From the table it can be concluded that ? rm’s responsibility is acceptable but they some aspects are poor for instance hotline and after sales services. c. How customer rate companies’s assurance: Not as tradition transactions, online shopping sh ould have a more secure transaction. Most of payments for groupon company are electronic payment which have many potential risk. As the result keep customers’s personal and payment data is very essential. Vietnamese people do not care much about security but in the modern life but when credit card, online wallet etc†¦ are becoming more popular everyday it has to be a factor to evaluate service qualities Table : Customer evaluation of transaction assurance Percentage (n=163) Terrible/ poor 12. Trading process is quick and exactly 13. Privacy of transaction 14. Company always keep clients’s data safe 15. Contrasts are sensible and clear 16. Reputation of companies 22. 1% 10. 4% 17. 2% 11. 7% 14. 7% Very good/ excellent 44. 1% 56. 4% 52. 5% 55. 2% 40. 5% Average value (means) 3. 33 3. 9 3. 54 3. 60 3. 29 Every items belonging to assurance factor are shown on the table. It is believed that respondents rate this factor pretty good. d. How companies and their staff empathize customers: This factor was designed to uncover customer’s felling about companies’s empathy. There is an idiom that â€Å"customers are always right† so that communication between seller s and their customers is very importance . Those 5 questions explore how respondent think about staff attitude and empathy. Table : Customers’s evaluation of companies’s empathy Percentage (n=163) Terrible/ poor 17. Staffs’s behavior and attitude 18. Companies’s staff pay attention of customers’s private requirement 19. Customer always feel convenient and satisfied of services 20. Company makes improvement after client’s complain 21. Clients don’t have to wait for a long time to user service 14. 1% 27. 6% 21. 5% 31. 3% 21. 5% Very good/ excellent 46. 7% 35. 6% 33. 1% 20. 9% 41. 1% Average value (means) 3. 37 3. 09 3. 14 2. 88 3. 31 The table show that customer’s evaluative criteria is uneven, some items have a high value some is quite low. Respondents evaluate that improvements of company after their complain are poor, 31. 3% think that it terrible and poor. e. How is the tangibles of companies: Although almost all groupon companies do not impress their customer by a fancy shop or building but there are some aspects to evaluate their tangibles such as their vouchers and websites whether they are beautiful or ease of recognizing. Respondents think that about these 2 things groupon companies do well and they probably appreciate that. However there is a aspect having a low evaluation by respondents which is staffs’s uniform. It can be a result of companies category which is online company because of that they do not think staff’s uniform is the serious problem. Table : Customers’s evaluation of companies’s Tangibles Percentage (n=163) Terrible/ poor 22. Transaction place 23. Vouchers design 24. Website designed 25. Staff uniform 26. Transporters have transportations to deliver products to clients quickly and safe. 19% 11. 6% 8. 6% 33. 2% 16. 6% Very good/ excellent 45. 4% 59. 5% 64. 4% 24% 46. 6% Average value (means) 3. 42 3. 66 3. 74 2. 85 3. 41 4. 3 Factors in? encing groupon services quality a. Evaluation of the measuring scales In the reliability analysis, items that have total-item correlation smaller than 0. 6 were removed from the scales but in this sample there is no variable was eliminated. All items were tested for reliability. The resulting Cronbach alpha of each scale is presented in Table . Table : Alpha values Codi? ed variables Reli1-Reli5 Res1-Res5 Assu1-Assu5 Emp1-E mp5 Tan1-Tan5 Number of items 5 5 5 5 5 Alpha value 0. 804 0. 831 0. 863 0. 826 0. 856 Measurement Scale Reliability! Responsibility Assurance Empathy! Tangibles b. Factor analysis Twenty four variables were submitted for factor analysis. The extraction method used was Principal Axis Factoring, accepting all Eigen values which are higher than 1. The rotation method was Oblimin with Kaiser Normalization; rotation was coverged in 9 iteration. The factor analysis resulted in e Component 1 Tan1 Tan2 Emp5 Tan5 Tan3 Tan4 Assu3 Assu2 Assu4 Emp1 Assu5 Emp4 Res5 Res3 Emp3 Emp2 Res4 Reli5 Res1 Reli4 Res2 Reli2 Reli1 Reli3 Assu1 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 9 iterations. 2 0. 767 0. 760 0. 742 0. 714 0. 699 0. 561 0. 803 0. 771 0. 732 0. 552 0. 542 3 4 5 0. 521 0. 708 0. 609 0. 580 0. 550 0. 502 0. 524 0. 772 0. 754 0. 723 0. 564 0. 784 0. 746 0. 549 Eigen values and variance of each factor are indicated in Appendix Ph? l? c Eigen. The factor correlation matrix (Appendix Ph? l? c ma tr? n tuong quan) illustrates that the correlation between factors is insignificant (correlation coefficient are smaller than 0. ). This is an underlying assumption required for multiple regression. For those variables that load on two factors, the higher load on two factors, the factor with higher value is selected. However if loading difference is not significant (that is not more than 0. 3) the variable will not be used for multiple regression (Tan4 and Emp2). Table Nr :Factor nomination Factor name Transaction place Vouchers design Clients don’t have to wait for a long ti me to user service 1 Tangibles Having transportations to deliver quickly and safe. Website designed Staff uniform Company always keep clients’s data safe Privacy of transaction 2 Assurance Contrasts are sensible and clear Staffs’s behavior and attitude Reputation of companies Company makes improvement after client’s complain After sales services 3 Responsibility Hotline for customer care Customer’s convenience and satisfaction of services Attention of customers’s private requirement Customer care staffs’s respond Staffs’s enthusiasm 4 Staff quality Customer care staffs’s knowledge Companies solve your problems actively Factor component Nr Factor name Factor component The customer’s thinking of products and services qualities 5 Reliability The customer’s belief in discount price Delivery’s punctuation The above 5 factors were considered independent variables in the multiple regression model and the dependent variable was â€Å"Quality of groupon service†. Multiple regression results are presented in the next section. c. Multiple regression Multiple regression is use to identify the relationship between the dependent variable and many independents variables. The multiple regression model has the following form: Y= ? + ? 1X1 + ? 2X2 + ? 3X3 + ? 4X4 +†¦.. + ? nXn The relationship between the dependent variable â€Å"Quality of groupon service† and the factors identified through the above factor analysis is determined using multiple regression. Table shows the variance of this analysis. Tab How to cite Groupon Analysis, Essay examples

Lamb to the slaughter literary free essay sample

Roald Dahl may be one of the most brilliant writers in all of history, authoring several childhood classics such as Charlie and the Chocolate Factory and Matilda. Although most of his stories are light and humorous, his darker side shines through with stories like â€Å"Lamb to the Slaughter†, an thought-provoking tale of a child-bearing housewife gone mad. Dahl does an amazing job at transitioning from tone to tone through his selective use of imagery, foreshadowing and symbolism. In the stories beginning as Ms. Maloney is patiently awaiting her husband’s arrival from work, the reader can immediately pick up on a passionate and optimistic tones. Quotes such as the following back up this statement: â€Å"Now and again she glanced at the clock, but without anxiety: She merely wanted to satisfy herself that each minute that went by made it nearer the time when he would come home. † This quote shows how Mary is not a person riddled with anxiety or insecurities, but rather a normal every-day housewife. We will write a custom essay sample on Lamb to the slaughter literary or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The quote shows that Mary is naturally content at heart and happily awaits her husband’s arrival, without sensing anything fishy. Another quote from the story backs up the statement once again. â€Å"I think it’s a shame,† she said, â€Å"that when someone’s been a policeman as long as you have, he still has to walk around all day long. † He didn’t answer. â€Å"Darling,† she said,† If you’re too tired to ear out tonight, as we had planned, I can fix you something. There’s plenty of meat and stuff in the freezer. † Her eyes waited to an answer, a smile, a nod, but he made no sign. † This illuminates that even though Mary senses unease in her husband, she tries her best to lighten the mood and spawn encouraging thoughts throughout the room with her reassuring suggestions. The quote really shows another side to Mary’s personality, a kind- thoughtful side that her husband doesn’t seem to appreciate. The quote shows Mary’s ironclad passion for her husband’s wellbeing, as she desperately tries to cheer him up. Passionate, optimistic tones are so well detected by readers because of Dahl’s brilliant, clear imagery in this scene. As readers start drifting into the next part of the story, the tone swiftly transforms into fiery, outraged tones. Evidence of is shown with Dahl’s subtle use of foreshadowing in the following quote: â€Å"Her first instinct was not to believe any of it. She thought that perhaps she’d imagined the whole thing. Perhaps, if she acted as though she had not heard him, she would find out that none of it had ever happened. † This quote explicates Mary’s awareness of the news of her husband leaving her, and denial quickly kicks in. This shows that Mary is unable cope emotionally in this situation, and might an unscrupulous decision in the near future. This is just another of many quotes filled with foreshadowing in this scene; â€Å"I’ll fix some supper,† she whispered. When she walked across the room, she couldn’t feel her feet touching the floor. She couldn’t feel anything except a slight sickness. She did everything without thinking. She went downstairs to the freezer and took hold of the first object she found. † Now Mary starts on the road to bad decision making. The quote is full of foreshadowing, such as not thinking about what she is doing, and her taking of the first object she could get ahold of. Someone doing things without thinking about their actions is a recipe for disaster, and intensely stimulates reader’s predictions on what catastrophe Mary might make. This segment of the story is bursting with foreshadowing, expressing strong fiery and outraged tones along with it. As the story comes to a close, she has detectives at her house trying to put together the pieced of the crime and discover who the killer is, and this stories famous ironic tone is revealed.