Exam paper Essay Example | Topics and Well Written Essays - 1000 words

Exam paper - Essay Example In this regard, the 30,000 residents of the suburb will form part of the clientele base, and more during the summer when most students of UD will not be in session. Indeed, Mike has evidence that sales are higher during the summer. For this reason, the resident of this suburb should also be part of the initial marketing strategy. In addition, the franchise should develop future marketing plans with an intention of ensuring that they created customer loyalty with the Delawareans living in this suburb. In effect, Mike will have customers in his Scoop Shop all year round. The area where the franchise plans to locate its operations is undergoing developments and changes. In this case, the franchise will have a few competitors at the introductory stage. However, Mike’s shop will offer more products than those offered by these competitors, which makes his products differentiated. In this case, a marketing strategy that the franchise will design at first must aim at publicizing these differentiated products and creating an impression that customers will experience more value for their money. In addition, the strategy must sustain value to ensure that the franchise had a long-term sustainability advantage due to expected future direct and indirect competition. In effect, the marketing strategy should aim at creating a customer base that was loyal and making it challenging for new competitors to venture into the same market. The franchise has set its grand opening for the months of February, March, and April. During the month of April, Ben & Jerry will hold the Free Cone Day, which is the only promotion it has mandated. During the designing of the marketing strategy, Mike should take advantage of this day and ensure that the grand opening culminated with this day. All along, the franchise should project itself as an organization that operated in an environmental and socially conscious approach, which goes hand-in-hand with the hippy image of Ben & Jerry. The fran chise has a potential to grow due to the opportunity it offers in terms of catering services. Although this is not in Mike’s immediate plans, it would be important for Mike to launch the catering services during the promotion period so that he can start acquiring a customer base for this service. In this regard, Mike will establish the service in the initial launch, which will be cheaper than launching it later. Qn. 2 Statement of the Franchise’s Objectives Mike’s franchise is getting into a mix of existing and new market. Consequently, his objective in the first six months of business should aim at maximizing the market share for his franchise, which he will have to capture from the existing direct and indirect competitors. In line with this, it is evident that the franchise’s target population is aware of the products that Mike intends to introduce to the existing market. In this regard, 70% of a random sample of adults in the US between the age of 18 a nd 64 years old was aware of the ice cream sold by Ben & Jerry. On the other hand, Mike’s other objective in the first six months should not be a revenue-oriented one since he is bringing differentiated products into the market. In this case, he has hot beverages, which most of his potential customers are not aware that a Scoop Shop sells. Hence, the franchise sh

How can the behavioural, physical and symbolic manifestations of the Essay - 1

How can the behavioural, physical and symbolic manifestations of the cultural web inform the strategic development of organizations - Essay Example Similarly in the same way one thinks Scotland when they hear bagpipes or see a kilt some organizations have specific cultures which are inherently tied to their business practice in the economic and literal sense. Various international companies have distinguished themselves by their organizational culture and in cases when this is well managed; it has proven to be as invaluable as any well though business strategy. A firm like Google is recognized for its easy going operations culture in which the employees have are allowed a free reign to exploit their creativity without the convectional strictness in many similar firms. Others like apple Inc. have also established themselves as creativity hubs with creativity and self-expression being given the forefront, this for this such companies have been ranked among the best places to work and their overall performance proves that their easy going corporate culture can indeed be very profitable. This paper seeks to examine how the behaviora l, physical and symbolic manifestations of the cultural web inform the strategic development of organizations by using Google as an example in the context of which various elements of organizational culture and their perceived impacts will be discoursed on different theoretical grounds. Admittedly, this topic is hardly new and in the past few decades, much as been written about the underlying connection between organization strategy and organization culture, managers have all along being urged to link the gap so as to manage their organizations’ cultural context (Johnson 1992, p.28). Nevertheless, a lot of these discourses have been fundamentally theoretical and while there are elements of reality in them, they are very general and rarely provide practical directions especially in view given the diversity of organization and their