Marketing: Case Study Analysis, High school final essays of Political studies

Download Marketing: Case Study Analysis and more High school final essays Political studies in PDF only on Docsity! PRINCIPLES of MARKETING THIRD QUARTER S.Y. 2020 - 2021 CASE STUDY ANALYSIS Submitted by: MENCHAVEZ, DIANNE MAE, G. ABM 11 B Transforming ourselves, Transforming our world. 2 CASE STUDY NO. 1 Digital technologies in marketing Publishing: To unbundle the app or not? Newspaper and magazine publishers the world over are in a quandary. Digital tablets such as Apple’s iPad, and a myriad of Google Android tablets such as Samsung’s range, now bristle with apps which their owners have downloaded courtesy of publishers such as Australasia’s Fairfax Media Limited. Fairfax Media publish, among other assets, the Australian Financial Review (AFR) and BRW. Subscribe to the AFR on a five- or six-day basis and you get access, through the AFR iPad app, to various newspaper features online. Feepaying digital subscribers have free access to the app. In a similar strategy to that adopted by Time Inc., called ‘All Access’, the AFR gives its print subscribers access to tablet and smartphone apps and also provides separate access to its digital editions and subscriber content from its website. Competitors, such as Hearst and Condé Nast, also sell app subscriptions separately. And while this has been taking place, hardcopy readership has been dropping. The Economist has a similar strategy that unbundles tablet editions from print. Pricing strategy is as one might expect in that the price for a print subscription is more expensive than for a digital subscription, while print plus digital costs more again. These publishers appear to be ready for the steady decline in print readers that every publisher is experiencing. QUESTIONS: ❶ Thinking about your own reading habits, do you still read print versions of newspapers and magazines? Why, or why not? Yes, I'm still read some newspapers and magazines because it is one of my habits that I developed when I was young. I can say that this is my primary source to get some information about daily news, trends and also it has an advertisement. Reading some print media, you are actually retaining what you read and it has a deeper impact. Newspapers and magazines are easy on the eyes compared to the iPad or online news. In a nutshell, print media should still be used because it is one of the assets for the company because of its different ground in the company. ❷ Based on your answer on the first question, do you think print media is still effective tool of advertising? Yes!! Of course, print media is still an effective tool for advertising. It may sound old- fashioned, but print media, they're highly effective. Print media have become a medium that people choose over digital media because it is easy to access and is more efficient. Other than that, Print is one of the best ways to get more audiences or to target the right audience. For example, you are promoting your product like cars then what you use to attract people are print media like fliers, magazines, and newspapers. In line with this, with the attractiveness of your advertisement, you can prompt the audience or readers to purchase your product. Moreover, printed ads may help those people who can't access the internet because the network coverage is too low and those people can get about your product or service. That's why print media are still effective tools for advertising. Transforming ourselves, Transforming our world. 5 CASE STUDY NO. 3 Consumer Behaviour: Friend or Foe? Have you noticed that some of your Facebook friends like certain advertisements? Marketers know what Facebook users like and are using that knowledge to influence users’ friends. Social-context ads are based on data collected on the ‘likes’ and friends of Facebook users. When you click on an ad indicating you like it, you are also giving Facebook permission to share that ‘like’ with all of your friends. Marketers like this feature because it appears as though you are endorsing the brand to your friends. The more you click on the ‘Like’ button in ads, the greater the chance they will migrate on to your wall and become part of your conversations rather than stay on the perimeter of the page. QUESTIONS: ❶ Which factors are marketers who advertise on Facebook using to influence consumers? Would you be influenced by an ad if you saw that your friends ‘liked’ it? Yes, I might be influenced or depend on the advertisement that it's shown. We have a different perspective in everything. If one of your friends prefer the same thing, it's mean that you are interested or you like that specific product. In the nutshell, advertisement in Facebook is rely on likes that if someone like it there is a possible the he or she influenced their friends to purchase the product. ❷ How would you feel about Facebook using your name in these types of ads, or advertising integrating itself into conversations with your friends? It's okay with me if only Facebook ask my permission and approval to use my name in the type of ads. I think it's the way to promote a product to your friends. But if Facebook use my name without my consideration I don't think it's a good idea because Facebook just use my name for their company. Please be guided by the rubric below: SCORE DESCRIPTION 10 The essay demonstrates clear and consistent mastery, although it may have a few minor errors. 8 The essay demonstrates reasonably mastery, although it may have occasional errors or lapses in quality. 6 The essay demonstrates adequate mastery, although it may have lapses in quality. 4 The essay demonstrates developing mastery. 2 The essay demonstrates no mastery but exert an effort. Transforming ourselves, Transforming our world. 6 CASE STUDY NO. 4 Marketing strategy Online, mobile and social media marketing: Google’s mission Founded in 1998 as an internet search engine, Google’s mission statement remains the same to this day: to ‘organise the world’s information and make it universally accessible and useful’. Google is certainly successful, with revenues growing from US$3.2 billion in 2002 to US$74.5 billion in 2015, 90 per cent of which comes from advertisers. Google is expanding rapidly into other areas well beyond its search engine, such as self- driving cars, smart contact lenses that measure a person’s blood sugar levels, internetbearing balloons to create internet hotspots anywhere on Earth, and even magnetic nanoparticles to search for disease within the human bloodstream. Google has been on a buying frenzy recently, purchasing security, biotech and robotic companies in a quest to capitalise on the Internet of Things (IoT) phenomenon. Experts predict there will be 25 million connected devices in our homes and workplaces by 2020. Google recently announced its new IoT operating system, dubbed Brillo (after the Brillo scrubbing pad because it is a scrubbed-down version of its Android operating system), targeted to developers of smart products connected to the internet, such as ovens, thermostats and even toothbrushes. It has also developed Weave, the corresponding IoT language that will allow smart products to speak to each other. Perhaps one day you will be sitting in your Google self- driving car, streaming the news, checking your blood sugar and cooling your home by turning down your thermostat on the way home from work. QUESTIONS: ❶ Conduct research on Google to learn more about its products and services. Some say the time has come for Google to create a new mission statement. Do you agree? Explain. Google, one of the largest organizations in the world generally is an expert in internet related services and products that has made it one of the biggest players in the industry.The google's corporate mission is “to organize the world's information and make it universally accessible and useful. ” which mean the CEO believes that neither fully embraces the scope of his company's ambition and to look forward. I don't think google needs to change their mission. because their mission is good and well where they can show what their goal is for their company. ❷ Create a new mission statement for Google that will take it through the rest of this century. Transforming ourselves, Transforming our world. 7 “ We want the best for you!!! all the world’s information and developed the linked with you’’. This mission is to achieve the goals to give a precise information and needs of all people, and to developed connection by giving the people hundred percent of efforts and skills that will be put up in the organization. Google organization is committed to nurture their people by taking good care of them as they take good care and give precise information. Please be guided by the rubric below: SCORE DESCRIPTION 10 The essay demonstrates clear and consistent mastery, although it may have a few minor errors. 8 The essay demonstrates reasonably mastery, although it may have occasional errors or lapses in quality. 6 The essay demonstrates adequate mastery, although it may have lapses in quality. 4 The essay demonstrates developing mastery. 2 The essay demonstrates no mastery but exert an effort. CASE STUDY NO. 5 Customer-driven marketing strategy Apple and Adobe Flash clash: Customer-driven? Apple’s iDevices – iPods, iPhones and iPads – are globally popular. But where’s the flash? Adobe Flash, that is. Adobe’s Flash, the long-standing multimedia platform behind approximately 75 per cent of the animated and streaming audio and video on the internet, is not supported by Apple’s devices. Many purchasers were disappointed after spending hundreds of dollars on iPads and iPad Minis only to realise they could not play their favourite online game or watch videos on their device. And they still cannot, even with the latest-generation devices. Why not? It seems Apple’s late founder and CEO, Steve Jobs, did not like Flash and would not support it on Apple’s devices. Instead, app developers must conform to Apple’s operating system, and existing applications on the web must convert to HTML5 to play on an Apple product. Adobe’s co- founders claim Apple is ‘undermining the next chapter of the web’, and bloggers exclaim this is not just an ‘Adobe/ Apple problem . . . but an Apple/World problem’. QUESTIONS: ❶ Does Apple appear to embrace the marketing concept?