Category Archives: Business

How has social media changed marketing?

Introduction

Generally, marketing has been developing along with the world which revolves around it. From the perspective that marketing never occupies an exact science, there has been strategic mechanisms that are generally employed to improve the marketing mix as well as the marketing strategies utilized within the respective marketing field. Such mechanisms include social media which have been one of the rampant existences within networking marketing. Social media has been a key role within the worldwide marketing being experienced allover the globe. This runs from the newspapers, television to social media as imperative parameters towards moldering the marketing strategy of any given business organization.

Essentially, the issues concerning the customer services are normally regarded as the solemn issues within the business setting of any given business organization. This literally implies that the people learning such business organizations ought to employ individuals who are professionally qualified in finding appropriate remedies for such issues. In the modern world, one of the great industries which have highly been positively as well as negatively impacted by the internet is the marketing (Malik, 2018). It is evident that once what was absolutely paper marketing has now changed into a digital marketing which is entirely influenced by the social media. That which was once a fighter for the air time has been transformed to a hunter for low hanging keywords. The online world has entirely been driven entirely to a new transformation to marketing. Social media can be regarded as one of the sectors in the online world which has been transformed to manner in which the marketing operates. There are numerous ways in which social media may influence the marketing in the modern world in today’s business settings as well as associative business environment (David, 2017). In fact, social media has numerous positive diverse ways in which it has transformed the marketing. Nevertheless, the negative ways may not be disregarded.

Literature Review

Facilitating proper customer services can be termed as one of the key priorities of business settings. This can be utilized to retain their current customers as well as attract the customers in venturing into the business. Several studies in various literature books make efforts to explain the importance of social media in marketing across the world. Pearl M (2018) in his book How Social Media has Changed Marketing tend to explain how customer services have massively contributed to the transformation of the marketing field on a global basis. He argues that social media has intensively transformed the manner in which the customer service generally operates. In the world today, customers are seen to have a capability of engaging with their respective prestigious brands online through a quick as well as easy response concerning the items. The social media has in addition impacted the manner in which business organizations cooperate with their respective consumers concerning their merchandise through online websites (Pearl, 2018). This have apprehensively helped such business organizations in greatly improving their marketing strategies.

In their book, Brands in Glass Houses; How to Embrace Transparency and Grow Your Business, Dechay Watts and Debbie Williams (2013), analyze how social media has changed the transparency of the analytics which is one of the cornerstones of the marketing in most of the business organizations. Generally, analytics can be regarded as game changer within the marketing world. Marketing strategies were normally realized with an increment of sales before the digital age chipped in. Through the social media marketing, analytics are more reliable which exhibit the reason behind customer’s ability to create purchases.

Fields & Ziska (2016) in their book, Collective Creativity for Responsible and Sustainable Business Practice, explains how the social media have heightened creativity, analytics and future of the marketing in any business organization. These two authors views marketing without social media as to restrict the access to data which they regard as pretty limited. They further examine how social media has moldered creativity, analytics as well as future of marketing which are the key parameters towards the success of marketing in the whole world. Analytics generally shows the strengths as well as the weaknesses of market segments hence implementing a desirable marketing mix which may be used to gain competitive advantage in the respective business organization. Essentially, the social media information has enhanced the business organizations the access to actual buying behavior. This helps the business organization communicate with the prospective customers as well as perceiving to what they actually need (Sophia, 2017). Besides, social media has facilitated the creation of ads. Therefore, rather than creating the vague promises, the business organization may facilitate on the specific ones hence improving their marketing strategy.

Conclusion

From the above assessment, it is clear to conclude that the business industry is niching down. This therefore calls for digital equipment, detailed analytics as well as effective marketing attribution which implicates that the business organization can at last focus on the targeted persons. This therefore shows the very many relevance of the social media within the marketing world of the business setting. There is therefore an essential need to focus on the social media while concentrating on the key technics to involved on the marketing strategy.

Through the application of a political, economic, social, and technological (PEST) analysis, what are the current environmental factors impacting Microsoft?

Part One-

Think of a brand that you believe connects well with its customers and communicates the value proposition effectively through a variety of venues. Explain your rationale with a detailed look at the customer value proposition and the marketing strategies used. Differentiate this from what the competitors are doing. (150 WORDS)

Part 2- CASE STUDY

Microsoft (pp. 94–95)

1. Evaluate Microsoft’s product and marketing evolution over the years. What has the company done well, and where did it falter?

2. Through the application of a political, economic, social, and technological (PEST) analysis, what are the current environmental factors impacting Microsoft?

3. Who are the top three competitors of Microsoft, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?

4. Evaluate Microsoft’s recent expansions into areas such as search engines and smartphones. Do you think these are good areas of growth for Microsoft with a focus on customer value, satisfaction, and loyalty?

Marketing Excellence Microsoft

Microsoft is the world’s most successful software company. Bill Gates and Paul Allen founded it in 1975 with the original mission of having “a computer on every desk and in every home, running Microsoft software.” Today, Microsoft is the fifth most valuable company in the world and has a brand value of $61.2 billion.

In the early 1980s, Microsoft developed the DOS operating system for IBM computers. The company leveraged this initial success to sell software to other manufacturers, quickly becoming a major player in the industry. Initial advertising efforts communicated the company’s range of products, from DOS to Excel and Windows, and unified them under the Microsoft brand.

Microsoft went public in 1986 and grew tremendously over the next decade as the Windows operating system and Microsoft Office took off. In 1990, Microsoft launched Windows 3.0, a completely revamped version of its operating system, including applications like File Manager and Program Manager that are still used today. It was an instant success; Microsoft sold more than 10 million copies of the software within two years, a phenomenal accomplishment in those days. In addition, Windows 3.0 became the first operating system to be preinstalled on certain PCs, marking another major milestone for the industry and for Microsoft.

Throughout the 1990s, Microsoft’s communication efforts convinced businesses not only that its software was the best choice but also that it should be upgraded frequently. Microsoft spent millions in magazine advertising and received endorsements from the top computer magazines in the industry, making Microsoft Windows and Office the must-have software of its time. The 1998 slogan “Where Do You Want to Go Today?” promoted not individual Microsoft products like Windows 98 but rather the company itself, communicating that Microsoft could help empower companies and consumers alike.

During the mid-1990s, Microsoft entered the notorious “browser wars” as companies struggled to find their place during the Internet boom. Realizing what a good product Netscape had in its 1995 Navigator browser, Microsoft launched its own, Internet Explorer later the same year. By 1997, Explorer had grabbed 18 percent of the market.

Over the next five years, Microsoft took three major steps to overtake Netscape. First, it bundled Internet Explorer with its Office product, which included Excel, Word, and PowerPoint. This meant that consumers who wanted MS Office automatically became Internet Explorer users as well. Second, Microsoft partnered with AOL, which opened the doors to 5 million new consumers almost overnight. Third, Microsoft used its deep pockets to ensure that Internet Explorer was available free, essentially “cutting off Netscape’s air supply.” By 2002, Netscape’s market share had fallen to a meek 4 percent.

Microsoft’s fight to become the browser leader was not without controversy; some perceived that the company was monopolizing the industry. As a result, Microsoft faced antitrust charges in 1998 and numerous lawsuits based on its marketing tactics. Charges aside, the company’s stock took off, peaking in 1999 at $60 per share. Microsoft continued to release new products, including Windows 2000 in 2000 and Windows XP in 2001. It also launched Xbox in 2001, marking its entrance into the multibillion-dollar gaming industry.

Over the next several years, Microsoft’s stock price tumbled by more than $40 a share as consumers waited for the next operating system to be released. During this time, Apple made a strong comeback with consumer-friendly products like Mac computers, iPods, iPhones, and iTunes. Apple also launched a successful marketing campaign titled “Get a Mac” that featured a smart, creative, easygoing Mac character alongside a geeky, virus-prone, uptight PC character. Apple’s campaign successfully converted many consumers and tarnished Microsoft’s brand image.

In 2007, Microsoft launched the Vista operating system to great expectations; however, it was plagued by bugs and problems and the company’s stock and image continued to slide, helped by the worldwide recession of 2008–2009. In response, Microsoft created a campaign titled “Windows. Life Without Walls” to help turn its image around. Its new message—that computers with Microsoft software were more cost-effective than the competition—resonated well in the recession. Microsoft also launched a series of commercials that boasted, “I’m a PC” and featured a wide variety of individuals who prided themselves on being PC owners, hoping to improve employee morale and customer loyalty.

In 2009, Microsoft launched Windows 7, an improved operating system, with the campaign “Windows 7 was my idea.” Four years Four years later, it was operating more than 30 stores like Apple’s across the United States and Canada. Jonathan Adashek, general manager of Communications Strategy, explained, “We’ve welcomed more than 15 million customers and counting so far, and have learned a lot from them. Having this direct connection to our customers has really helped us better understand their tech needs.” Travis Walter, general manager of Microsoft’s International and New Store Formats, agreed, “In person, you get a very different experience and it’s one we’ve been very delighted to provide. When you see our technology in person—when you can touch and feel it—a light goes off.”

After the recession came to an end, Microsoft’s image and stock started to recover, thanks to the success of its retail stores, effective marketing, and a wide range of new product launches. Microsoft went after Google’s dominant position in the search marketplace, for instance, with a search engine called Bing, and it entered the growing mobile industry with its Windows Phone mobile operating system. The company’s 2011 expansion into smart phones surprised many analysts, but Microsoft hoped the smart phone and Windows Phone mobile OS would forge a strong connection with its consumers around the world. It continued its innovation momentum in 2012 with the launch of Windows 8, Windows 8 Phone, and a computer called Surface Tablet. The tablet impressed consumers with a detachable keyboard that also served as its protective cover.

Today, Microsoft offers a wide range of software, mobile, and home entertainment products. Its most profitable products continue to be Microsoft Windows and Microsoft Office, which bring in approximately 80 percent of its $86 billion in annual revenue.

Questions

1. Evaluate Microsoft’s product and marketing evolution over the years. What has the company done well, and where did it falter?

2. Evaluate Microsoft’s recent expansions into areas such as search engines and smart phones. Do you think these are good areas of growth for Microsoft? Why or why not?

ethical issues that an organization may face when entering the global market

Question 1: What are some examples of products that were not customized when introduced into a new market and failed? What were the causes of these failures? What are some of the factors that should be considered when entering a product into markets? Do global strategies always make sense? Why or why not? What legal requirements do organizations face when conducting business globally?

Question 2: This section of the chapter reading demonstrates what successful companies should do and points out what unsuccessful businesses are not doing. The reading states that a twenty-first century Brand’s personality must reflect three core dimensions: The Heart, the Mind and the Body. Define each of these and how they relate to a company brand.

Question 3: What are some ethical issues that an organization may face when entering the global market?  Do organizations have different brand messages for different ethnic groups and does an organization have ethical and social responsibilities when entering the global market? How do you determine the ethical standards in various countries? Provide examples of organizations that have effectively introduced products into foreign markets.

 

Provide examples of organizations that have had other unsuccessful product introductions in foreign markets. What factors contributed to this unsuccessful attempt?

Question 4: Watch https://www.ted.com/talks/john_gerzema_the_post_crisis_consumer?language=en and respond

Assignment 1: this is a continuous project from the previous assignment of Home Helps if you need any further materials please ask

Power Point slides 2-3

Is going public the best option for raising capital?

You work for a private corporation. The corporation is in need of capital. One member of the board has suggested, “Let’s go public!” You are a financial analyst for the company. You are not too sure that simply “going public” will solve the company’s need for capital. The CEO, you have been interning for, asks you to evaluate the situation and present whether or not an IPO is the best choice. The CEO would also like options to raising capital another way.

In order to accomplish everything that the CEO wants, she has agreed to let you do substantial research into companies that have failed and succeeded, and use those companies as a guide. She needs options. She needs reasons why each option may succeed or fail. She must present to the Board of Directors and needs real answers from you.

Do your research and design a report and presentation to present to the CEO and other executives.

Research Companies that have gone public. Begin with the company, Google.

Review the financials at Google’s Investor’s website

Read the Google case study in chapter 2 of Handbook of Corporate Equity Derivatives and Equity Capital Markets

Research 2 companies of your choice- 1 that had a successful IPO and one that had a disastrous IPO.

Research ways to raise capital, include the pros and cons of each.

Required: A report (at least 3 pages) and a presentation (at least 7 slides)

The main drivers of globalization

Globalization and Ethics

Identify the main drivers of globalization

Define the main arguments for globalization

Explain the challenges and opportunities

Describe the concept of the global economy

Define ethical issues faced by business leadership

Identify potential causes of unethical behavior

Describe different approaches to solving ethical dilemmas

Examine how managers can incorporate ethical considerations in decision making

Assignment Requirements:

Your final submission should be 4-6 pages in length, following the APA format

Your paper should include at least 3 peer-reviewed referenc

Analyze the major exchange rate risks associated with transaction and translation exposure within the Chinese market

Select one (1) MNC that does not currently do business in China. Next, consider the steps that the company should consider in determining the feasibility of entering the Chinese market and establishing a market for its products or services there.

In addition to your own research, use the following links to conduct a country risk assessment (CRA) on China:

· Bureau of Economic Analysis: www.bea.gov

· Transparency International Corruptions Perceptions Index: http://www.transparency.org/cpi2013/results

· Ranking of Economies-World Bank: http://www.doingbusiness.org/rankings

· IMF Home Page: http://www.imf.org/external/index.htm

· Country Risk Classification-OECD: http://www.oecd.org/tad/xcred/crc.htm

· World Trade Organization Home Page: http://www.wto.org/

· “Industry Analysis: Recreation” article: http://www.valueline.com/Stocks/Industries/Industry_Analysis__Recreation.aspx

Focus on the following areas: corruption, political stability, exchange rate stability, regulatory oversight, freedom of the press, and rule of law. Research other factors that you believe you should evaluate. Additionally, consider the importance of culture in evaluating risk.

Then, go to the Hofstede Center’s Country Comparison cultural tool, located at http://geert-hofstede.com/china.html. Compare China to the U.S. on Hofstede’s six (6) key cultural dimensions scale by selecting “United States” from the “Comparison Country” drop-down menu.

Write an eight to ten (8-10) page paper in which you:

1. Summarize the business that you have chosen, and provide a two to three (2-3) paragraph justification as to why China would be a viable market for the selected business.

2. Examine the exchange rate of the U.S. dollar and the Chinese Yuan for the last 24 months. Explain the major overall changes that have occurred and speculate on the key economic variables that most likely have influenced the exchange rate movements. Provide a rationale for your response.

3. Analyze the major exchange rate risks associated with transaction and translation exposure within the Chinese market. Based on what you have gleaned from your analysis, predict the major changes that you believe will occur in the next 24 months. Justify your response.

4. Recommend key steps that the chosen MNC could take in order to mitigate or eliminate exchange rate risk. Suggest one (1) method that the MNC in question could use with derivatives in order to mitigate, or eliminate such risks. Provide a rationale for your response.

5. Recommend one (1) hedging technique geared toward managing the economic, transaction, and translation exposure in the Chinese market. Justify your response.

6. Conduct a country risk assessment to ascertain whether or not management should support the proposal for your chosen MNC to enter into the Chinese market. Based on Geert Hofstede’s six (6) dimensions of culture, predict three (3) likely problems posed by the cultural differences between the chosen MNC’s culture and the Chinese culture. Provide a rationale for your response.

7. Use at least six (6) quality references, with at least two (2) from peer reviewed journal articles.

Your assignment must follow these formatting requirements:

· Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

· Evaluate the major international financial markets to determine effective methods for financing global business operations.

· Analyze the economic variables that influence exchange rate movements and equilibrium price to anticipate fluctuations, and minimize the negative impact on international business operations.

· Formulate strategies to use currency derivatives for foreign exchange risk management and for speculation by multinational corporations.

· Analyze the exchange rate risks associated with transaction, economic, and translation exposure in global markets, and develop risk management strategies to minimize the impact on international business operations.

· Apply a hedging technique to manage the risks of transaction, economic, and translation exposures.

· Use technology and information resources to research issues in international finance.

· Write clearly and concisely about international finance using proper writing mechanics.

Explain if the American economy is weaker or stronger today as a result of the Lehman Brothers’ bankruptcy and resulting reforms

On September 15, 2008, New York-based investment bank and financial services firm Lehman Brothers filed for Chapter 11 bankruptcy. The bankruptcy filing, which remains the largest in American history, had many far-reaching effects on both domestic and foreign economies. The bankruptcy of Lehman Brothers and resulting Credit Crisis of 2008 led to sweeping domestic financial regulatory reform. New legislation, such as the Dodd-Frank bill – coupled with the creation of the Consumer Financial Protection Bureau stand as two examples of measures the government took to guard against future disasters in the wake of this historic bankruptcy. Nevertheless, it took years for investor and consumer confidence to reenter the market.

Use the research you did in the Week 3 Literature Review (File attached) as a foundation for this assignment. Write a six-to-eight-page paper in which you:

· Describe how the crisis impacted other businesses.

· Choose an industry that was hit the hardest or one that benefited from the collapse and describe how managers in that industry responded to the events.

· Provide examples of lessons managers need to keep in mind in the post-2008 business environment.

· Explain whether or not an event of this magnitude could occur again, given regulations implemented after the crisis.

· Explain if the American economy is weaker or stronger today as a result of the Lehman Brothers’ bankruptcy and resulting reforms and provide an explanation.

· Provide an example of how this monumental bankruptcy and the resulting credit crisis affected you or someone you know. For instance, you could share a decision you made about your career or investments, or how someone you knew or their business or management decisions were affected.

· Use five quality academic resources, three of which must come from your Week 3 Literature Review. Cannot be Wikipedia, Investopedia, etc. Usage of the Strayer University Library is strongly recommended.

Your assignment must follow these formatting requirements:

· Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.

· Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

· Examine the concepts related to financial management and the financial environment.

· Examine the various alternatives to managing and mitigating business and financial risk with the use of forwards, futures, swaps, and options.

· Develop strategies to protect a firm from financial distress.

· Analyze the key concepts related to credit management.

· Examine effective processes related to short-term asset management.

· Examine financial management concepts in a not-for-profit environment.

· Use technology and information resources to research issues in corporate finance.

· Write clearly and concisely about corporate finance using proper writing mechanics.