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Task Solutions Of Information Technology In Healthcare:HIMA100

Task Solutions Of Information Technology In Healthcare:HIMA100

Running head: ESSAY
Essay
Name of the Student
Name of the University
Author Note
1 ESSAY
Introduction
The advent of many information technology …

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Running head: ESSAY
Essay
Name of the Student
Name of the University
Author Note
1 ESSAY
Introduction
The advent of many information technology in healthcare has led to the identification
of its various merits and demerits. One such technological advent is the electronic health
record system or EHR which is areal-time and patient-centred record that makes information
about the patients available instantly and in a secure fashion to the authorised users. The
health information can be both produced and managed by the healthcare professionals
involved in the care of a person, in a digital format, which can later be shared with other
healthcare organisations for their purposes (Mennemeyer et al., 2016). The system, after its
introduction has been adapted by many healthcare organisations and studies have been
conducted to determine its advantages and disadvantages.
Annotated bibliography
Article 1: Campanella, P., Lovato, E., Marone, C., Fallacara, L., Mancuso, A., Ricciardi, W.,
& Specchia, M. L. (2016). The impact of electronic health records on healthcare quality: a
systematic review and meta-analysis. The European Journal of Public Health ,26 (1), 60-64.
This article is ameta-analysis as well as systematic review of the various included
studies which were focused on determining the impact of the EHR system on the healthcare
quality. The various research articles published in this aspect were searched in databases like
Scopus, Cochrane Library, PubMed, Web of Knowledge and around 47 articles were
included in this analysis. The association between the EHR system implementation and the
process or the outcome indicators, was determined in these studies by two researchers
according to the PRISMA study. The research findings were in accordance with the reduction
in documentation time with the implementation of the EHR system. The heterogeneity in the
research articles were was quantified using the 12 statistics and Cochran QQ test. The results
of this study also revealed that the EHR system lead to an increased adherence to guidelines.
2 ESSAY
The EHR implementation also reduced the number of medication errors. EHR system also
lowered the adverse drug effects in some studies but no connection was found between EHR
and reduction in mortality.
Article 2: Bae, J., & Encinosa, W. E. (2016). National estimates of the impact of electronic
health records on the workload of primary care physicians. BMC health services
research ,16 (1), 1-11.
This study was focused on determining whether EHR adoption had an impact on the
national primary care shortage and the primary care workload efficiency. The study was
performed in a nationwide representative sample which consisted of 37, 962 patients and
1470 primary care physicians in USA within aperiod of 2006 and 2009. The adoption of the
EHR system being carried out by many physicians led to this nation-wide study. The effect of
the EHR adoption on the patient ’sface time per visit and the physician ’svolume of patient
per week at various points of time were to be determined. The results of the study were based
on the basic use of EHR, which included the computerised order for the prescriptions,
inputting of patient ’s demographic details, clinical notes and viewing the image and
laboratory results. Results of this study indicated that the EHR use resulted in areduction in
the weekly patient volume in younger physicians but the opposite was noticed in older
physicians and that the system can enhance the productivity of primary care physicians.
Article 3: Jabour, A. M. (2020). The impact of electronic health records on the duration of
patients ’visits: Time and motion study. JMIR medical informatics ,8(2), e16502.
A time and motion study, the impact of EHR on the duration of the visits of patients
was determined in this study. The study was focused on determining the effect of the EHR
system on the extent of time spent by the patients on various tasks when they are visiting the
primary health care (PHC) centres. Various studies have reported that EHR implementation
3 ESSAY
can generate many unintentional changes in workflow if it is not implemented properly. This
study thus focused on these changes and the impact on the time spent by patients with
physicians or during other activities. The results of the study showed no important difference
between the extent of time spent by the patients in waiting and reception area, at the
pharmacy, or in consultation time after the implementation of the EHR system. But, a
significant difference was found between the amount of time spent in various tasks between
the rural and the metropolitan PHC centres. A reduction in the registration time was also
shown in this study.
Article 4: Kruse, C. S., Mileski, M., Vijaykumar, A. G., Viswanathan, S. V., Suskandla, U.,
& Chidambaram, Y. (2017). Impact of electronic health records on long-term care facilities:
systematic review. JMIR medical informatics ,5(3), e35.
This study was focused on determining the impact of EHR on the long term care
facilities in USA. This study was thus focused on determining the prospective benefits of
implementing the EHR system in long term facilities. This study was conducted as there
exists some lag in the implementation of EHR in the LTC facilities. This systematic review
thus included athorough search of research articles on established databases and 28 articles
were finally included. The results of the systematic review revealed that substantial
development in the management of LTC facilities documentation and enhancement of quality
was determined. Many research articles showed mixed results of the impact of EHR on the
documentation process of the LTC facilities and around 33% of the papers stated apositive
quality outcome in the HER system implementation. The positive impact of the clinical
documentation after the implementation of the EHR system in LTC facilities has thus been
established in this systematic review.
4 ESSAY
Conclusion
Thus, the above research articles revealed that the implementation of EHR leads to an
increase in adherence to medication guidelines, reduction in medication errors, reduction in
adverse drug effects, better documentation system, reduction in registration time and increase
in patient volume (Evans, 2016). The results thus showed that EHR system implementation
has many benefits as well as drawbacks, each of which should be weighed and considered
before its implementation in ahealthcare facility.
5 ESSAY
References
Bae, J., & Encinosa, W. E. (2016). National estimates of the impact of electronic health
records on the workload of primary care physicians. BMC health services
research ,16 (1), 1-11. https://doi.org/10.1186/s12913-016-1422-6
Campanella, P., Lovato, E., Marone, C., Fallacara, L., Mancuso, A., Ricciardi, W., &
Specchia, M. L. (2016). The impact of electronic health records on healthcare quality:
asystematic review and meta-analysis. The European Journal of Public Health ,26 (1),
60-64. https://doi.org/10.1093/eurpub/ckv122
Evans, R. S. (2016). Electronic health records: then, now, and in the future. Yearbook of
medical informatics ,25 (S 01), S48-S61. DOI: 10.15265/IYS-2016-s006
Graber, M. L., Byrne, C., & Johnston, D. (2017). The impact of electronic health records on
diagnosis. Diagnosis ,4(4), 211-223. https://doi.org/10.1515/dx-2017-0012
Jabour, A. M. (2020). The impact of electronic health records on the duration of patients ’
visits: Time and motion study. JMIR medical informatics , 8(2), e16502. Doi:
https://doi.org/10.2196/16502
Kruse, C. S., Mileski, M., Vijaykumar, A. G., Viswanathan, S. V., Suskandla, U., &
Chidambaram, Y. (2017). Impact of electronic health records on long-term care
facilities: systematic review. JMIR medical informatics , 5(3), e35.
https://doi.org/10.2196/medinform.7958
Mennemeyer, S. T., Menachemi, N., Rahurkar, S., & Ford, E. W. (2016). Impact of the
HITECH act on physicians ’adoption of electronic health records. Journal of the
American Medical Informatics Association , 23 (2), 375-379.
https://academic.oup.com/jamia/article-abstract/23/2/375/2572425

Project Work Answers-Management and Farming in Australia:ENVS6224

Project Work Answers-Management and Farming in Australia:ENVS6224

Task Solutions Of Types Of Risk For The Organization:GEOG111

Task Solutions Of Types Of Risk For The Organization:GEOG111

CONTINUITY DISASTER IMPLICATIONS OF A MEDIUM TO LARGE
HYPOTHETICAL ORGANIZATION TO THE TECHNICAL ELEMENTS.
Introduction
Globally, business condition …

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CONTINUITY DISASTER IMPLICATIONS OF A MEDIUM TO LARGE
HYPOTHETICAL ORGANIZATION TO THE TECHNICAL ELEMENTS.
Introduction
Globally, business conditions and atmosphere are becoming more unpredictable and turbulent
sometimes. Situations like social dynamics and sudden technology advancements affect
almost everyone including most organizations around the globe (Mitroff, 2004; Pollard &
Hotho, 2006). As aresult of these uncertainties, organizations that desire to be successful and
stay competitive must be protected well, to their profits remain sconstant even in the cases of
any business disruption s. Any organizations that incorporate Business Continuity
Management (BCM) in their strategic management gains a distinctive competency and
profitability remain high over their competitors such as in terms of operational resilience,
including the ability to swiftly recover in case of acrisis or disaster while also experiencing
reduced adverse impacts to their value and reputation Wong (2009).
Overview of the organization
Dow Jones is aNews Corp oration company that is committed to the tenets that responsible
corporate citizenship uplifts the lives of everyone as much as possible .Corporate citizenship
at News Corp oration focuses mainly on three areas: volunteering ,philanthropy and reducing
environmental impact.
Dow Jones is aleading global provider of integrated technology solutions ,best risk data and
have comprehensive services for reputational risk and regulatory management. The company
deliver sauthentic ,actionable applications and information that are developed to specifically
cater for compliance requirements and workflows related to counter-terrorism financing ,
international trade compliance, sanctions, anti-bribery, and corruption.
Dow Jones is a modern ingress to intelligence, with advanced data feeds , innovative
technology, award -winning journalism, expert research, integrated solutions and customised
apps and delivery systems that can bring information that matters most to customers, where
and whe nits needed .
September 11 tragedy negatively impacted many businesses. It was very disastrous in away
that many organizations failed, and others took time to recover their operations .However,
organizations that had comprehensive Business Continuity Management plan demonstrate d
high adaptability and within afew hours or day after the incident, their services had already
been restored .Dow Jones, located on 9thto12 thand 14 thto16 th of the World Trade Centre and
which had about 800 employees during the incident period saw all employees survive and no
loss of service or data was reported. This was attributed to the company having a
comprehensive Business Continuity Management plan in place (Childs & Dietrich, 2002).
Most important types of risk for the organization
Day to day management of organisation business requires hard work. While business growth
is the key ,risk swhen experienced in an organization can easily stop the organisation from
business continuity .
Below are types of risk sthat may face on organisation .
1. Economic Risk
Organization ’seconomy can constantly change due to market fluctuations. Fluctuation can be
either positive and negative and both affects organizations continuity. For instance, positive
events are good for the economy, leading to business boom and more income ,while negative
events on the other hand can reduce organisation sales resulting to economic instability .
Bearing that in mind, its thus prudent to monitor trends and plan for economic decline.
To prevent economic risk, organisations needs to invest and save money so as to keep a
stable cash flow .Also, operat ing with in alean budget is key in reducing economic risk to any
organisation .
2. Compliance Risk
Organisations are governed by laws and regulations that need to be complied with, failure to
which may result into penalties and fines .To avoid the risk, organisation needs to trac k
compliance by regularly reviewing government agency information ,joining an industry
organization .
3. Security and Fraud Risk
When organisations customers and staff mostly use online and mobile systems as mediums
for shar ing personal data, there are increased chances and opportunities for hacking .This risk
not only impact trust and reputation, but also organisation financially liability for any data
breaches or fraud. For effective risk management to be achieved ,the organisation should
focus on security solutions and fraud detection tools .
4. Financial Risk
Th erisk may involve credit extended to customers or organisations debt load. Interest rate
fluctuations can be athreat also .To reduce the risk organisation can adjust on their business
plan as this will avoid impact on cash flow or creating losses. The debts should be kept at
minimum and aplan should be created that will aid in lowering the debt.
5. Reputation Risk
This is arisk to the organisation from stakeholder or people perceptions of the organisation
profitability, authenticity, brand value, ability to perform your corporate function. To reduce
the risk organization should come up with strategies that can aid in regular monitoring .
6. Operational Risk
This business risk can involve several factors and can happen internally or externally.
Something can happen unexpectedly that can cause organization to lose or tamper with
business continuity. It could be a fire or any natural disaster and can damage or destroy
business. It can range from a technical problems or even power outage .In most cases
operational risks are related to people related and can impact organization with respect to
time, money and reputation.
7. Competition Risk
The risk happens when an organization becom es comfortable with their success such that
they they don’t innovate for organization continual improvements. In the case of Increas ed
competition and the organization is reluctant to to change and adopt new ways of operations
may result in aloss of customers.
Organization must frequently improve their performance, while maintain ing strong customer
relationships and audience as well as refine their strategy to suit their customers. In Addition,
itis very key to be on the look out on the competition through conducting research online.
In addition to the risks discussed above, below chart demonstrates the percentage and disaster
causes that are threat to any organisation.
Figure 1.Causes of Disasters (Telovations, 2012)
Risk management process is significant, and it entails pinpointing and analyzing risk s
involved in an organization ,and either take up or cushion that risk .
Figure 2: Risk Management plan
The table below shows lists of predominant continuity disaster implications for different
technology elements
Table1: Business Impact Analysis and Disruptive Events Relationship (Kirvan, 2015)
Technology Element Affected Operational Loss Business Activity Affected
Data and Apps Business inability to
function normally
Processes supported by
specific data and Apps
IT Network systems Business cannot function
well
IT System supported
processes will be affected.
Specific servers Specific business operations
cannot be performed
Activities supported by such
specific servers affected
DBMS-Database management
systems
Low ability in providing
Database management
(DBMS)
Activities that require
specific DBMS needs
affected
Below are approaches that could be used to measure and present risk. Includ ing the
implications for data in terms of needs to match the requirements of the organization.
Risk Matrix Approach- The approach allows expression of risk using classes instead of
exact values and thus forming agood measure for risk analysis and reduction .The challenge
with this approach is that it cannot provide quantitative values and poses difficultly in
assessing impacts and frequencies .
Figure 3:risk matric approach, consisting of matrix and the consequences.
Indicator based Approach- The approach, is mostly used in instances where there is lack of
enough data to undertake quantitative analysis, but also serves as a continuation of
quantitative analysis as it allows to consider other aspects than just physical damage. The
shortcoming with this approach is that itdoesn ’tprovide foreseen losses expected.
Figure 4:Risk Indicator based approach.
Quantitative Risk Approach- The method provides aquantitative risk information that is
used in analysing Cost-benefit Analysis (CBA) of risk reduction measures. The approach
requires alot of data thus sometimes difficult to quantify probability, vulnerability as well as
hazard intensity.
Figure 5: Quantitative Risk Assessment.
Event-Tree approach- The event-tree analysis provides the best approach for complex
chains analysis of events and the probabilities associated with it,the challenge that affects
theapproach is that different nodes probabilities are difficult to assess, and due to lack of data
spatial implementation is not easy to undertake.
Figure 6: event-tree analysis.
Conclusion
Although a good contingency plan is key to an organization ,it is regrettable that many
organizations lack it. As this is the case it is important for organization to have disaster
recovery and business continuity automation plan that anticipates giving many benefits for
the organization in terms of consistency, budget, quality, software update, testing, updating
the plan according to the latest technology changes, maintenance, and using the business
continuity software that ensures having astandard format all around the organization.
Performing Business Continuity Risk Assessment involves identifying the risks to the
business, this is the initial step in identifying factors that threaten operation of the
organisation. Secondly is analyzing the impact and extend of the risks to the organisation, one
could view this in terms of staff that will be affected or financial impact to the organisation. It
Is prudent to consider and handle each risk separately when performing impact analysis.
Thirdly is checking on the available risk management plan this is because many threats, risks
or disasters that impact on the organisation can be monitored.
It is always important to think of ways to restore organisational operations in case of disaster,
business operations must be able to recover after an incident for business continuity. Finally
in risk assessment it is very important to develop acontingency plan that is resistant to risks.
And as business continuity is unpredictable, it’sparamount to come up with plan that can
restore and help the organisation recover timely when itfaces arisk, threat or disaster.
REFERENCES
Mitroff, I. I. (2004). Think like asociopath, act like a saint. Journal of Business Strategy,
25(5), 42 –53. doi:10.1108/02756660410558933
Pollard, D., & Hotho, S. (2006). Crises, scenarios and the strategic management process.
Management Decision, 44(6), 721 –736. doi:10.1108/00251740610673297
Wong, N. W. (2009). Journal of Business Continuity & Emergency Planning. Henry Stewart
Publications, 4(1), 62 –68.
Wong, W. N. Z. (2009). The strategic skills of business continuity managers: putting business
continuity management into corporate long-term planning. Journal of Business Continuity &
Emergency Planning, 4, 62 –68.
Childs, D., & Dietrich, S. (2002). Contingency Planning and Disaster Recovery: A Small
Business Guide. Hoboken, NJ.: John Wiley & Sons.
Telovations. (2012). Breakdown: Disaster recovery and business continuity. Retrieved from
https://telovations.wordpress.com/tag/revenue-lost-due-to-natural-disaster/
Kirvan, P. (2015). Today ’s most popular business continuity/disaster recovery standards.
Tech Target. Retrieved from http://searchdisasterrecovery.techtarget.com/tip/Todays-
mostpopular-business-continuity-disaster-recovery-standards

Assessment Answers | Assessment Of Body Composition: BS7208

Assessment Answers | Assessment Of Body Composition: BS7208

A WRITE UP OF ASSESSMENT OF BODY COMPOSITION
Student name
Institution
Introduction
There are epidemic increased incidences of obesity in various de …

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A WRITE UP OF ASSESSMENT OF BODY COMPOSITION
Student name
Institution
Introduction
There are epidemic increased incidences of obesity in various developed countries
presently. Insulin sensitivity and metabolism are impacted by body composition changes which
accompanies the onset and progression of obesity. There is postulation of adipose tissues being
key factor for regulation of lipid flux of the whole body which then modulates glucose
homeostasis and lipid (Naser, 2006). The comorbidities to obesity have also increased which
escalates the need for monitoring and treating obesity and its comorbidities as fats and lean tissue
in lipid metabolism plays arole in resistance of insulin Assessment of body composition are
performed depending on the target tissue and precision. Anthropometric assessment includes
abdominal circumference, measurement of skinfold, stature, and weight.
Depending on clinical concerns, the quantification of the human body can be done at several
levels. Assessment of body composition can be performed at an atomic level with required
elements of potassium, calcium, carbon and hydrogen at the levels of the molecule by the water
amounts, fat and protein at the cellular level with extracellular fluid and mass of the body cells
and at the tissue level for distributions and amount of adipose, muscle and skeletal tissues.
Analyzing the atomic by the cellular levels uses the methods of direct body composition methods
like total body counting, dilution of isotope and activation of neutron.
There are criterion methods for measuring body property like density or giving adescription to
its amount and the distribution of the tissues. The indirect methods like anthropometry help in
providing estimates by using results from direct methods. The methodologies for body
composition are often on the basis of assumptions in regards to biological interactions between
body components and tissues and how they are distributed among individuals who are healthy,
water and electrolyte concentrations and density of body tissues. This experiment used different
methods with the aim of making comparison of intra-individual differences in body composition
and risk that are associated.
Methods
This experiment used the indirect methods of body mass index and stature. For
measurement of obesity, body weight was used. Generally, individuals with body weights that
are high have large body fat amounts. Weight was measured by use of variety of scales which
were calibrated for assessing weight accurately. Weight changes of individuals have
correspondence to variations in lean tissue, fat and body water changes. Moreover, children also
change weight as they grow up and adults change weight as they make accumulation of fats.
Therefore, the body weight were taken in relation to other measures of body size because weight
relates stature highly (Chumlea, 1994).
The body mass index was used in expressing the body habitus encompassing the obese and
lean. It was used for monitoring obesity treatment where aweight change of about 3.5 are used
in producing aunit change of body mass index. The subjects in the study included adults whose
analysis by the use of body mass index was used to evaluate their risk for mortality and
morbidity (Frisard, 2008). The abdominal circumference method was also used by determining
the amounts of intra-abdominal fats.
Results
The physical characteristics of the volunteers were recorded in terms of age, ethnicity, gender,
height and weight. The table below represents the findings.
Subject Age (yr) Weight(kg) Fat Lean
body
mass
Height(m) Gender
WF 28 66.4 91630 57.9 1.63 female
HT 30 138.0 125510 71.8 1.23 male
MH 25 70.9 142450 50.4 1.09 female
QI 34 108.7 145530 72.0 2.67 male
The calculation of the body mass index for the6 group used the formula of weight/ height.
WF BMI= 40.1
HT=30.7
MH=65.04
QI=40.5
The subject were classified to being underweight, overweight or obese. The abdomen to hip ratio
and waist to height ratio together with waist circumference were also measured and recorded.
The risk classification based on the two ratios was analyzed. The weight of two of the
volunteers based on the BMI indicated that most of the volunteers had were obese as their BMI
was over 39.9 in obesity class III. They therefore had extreme chances of health risks. The waist
to hip ratio also indicated being at arisk for the males.
Discussion
Making analysis of tissue biopsies has been contributing to knowledge of metabolism and
physiology of the human body. A small amount of tissue was removed from the subjects and was
used in the procedures (Saidell, 2000). This experiment aimed at performing acomparative
physiology study for assessing body composition and the risk associated by use of different
techniques of assessment. Body weight was used in measuring obesity which when confirmed
can cause come comortidies like Diabetes 2.
Overcoming lack of specificity in the body weight led to the use body mass index which has
available extensive national data for reference. It is also used because of its relationship that is
established with levels of body fatness. For the subjects with aweight change of 3.5 kg they
should produce aunit change in BMI. The subjects with BMI levels above 25 were found to have
an association with increasing risk of mortality and morbidity. Subjects with BMI levels of 30
and above were considered to be obese. The two ratios were used to give adescription of the
distribution adipose tissue. The subjects with the waist to hip ratio that were greater than 0.85
gave arepresentation of distribution of fats that is centralized. Specifically, men with the ratio
greater than 1.0 were considered to have ahigh risk of developing cardiovascular diseases,
cancers and diabetes (Dana, 2008).
The measurement of skinfold were used for characterizing the thickness at different body regions.
The subscapular locations of skinfold varies by gender and gave areflection of changes in the
underlying locations instead of change in the body. One of the most in existence practice of
medicine has been analyzing tissue biopsies. In the early 1990s, the chemical direct analysis of
the whole body was used by co-workers examining. A whole body cadaver analysis was used
which focused on determining total body nitrogen. The findings in the study are unlike the
chemical composition which was considered to be constant among individuals (Chumlea, 2000).
Reference
Naser KA, Gruber A, Thomas GA, (2006). The emerging pandemic of obesity and diabetes: are
we doing enough to prevent adisaster? International journal of clinical practice, vol. 60(9), pp.
1093-1097.
Saidell JC, (2000). Obesity, insulin resistance and diabetes-a worldwide epidemic ,New York
Academy of science, pp. 28-31.
Chumlea WM, Guo SS, (2000). Assessment and prevalence of obesity: application in measuring
body composition, University of Memphis, pp. 45-70.
Dana L Duren, Stefan A Czerwinski, et al. (2008). Body composition of parents and their infants,
Journal of Diabetes science technology, vol. 2(6), pp. 1139-1146.
Frisard MI, Greenway FL, Delany JP, (2005). Comparison of methods to assess body
coabmposition changes during aperiod of weight loss ,vol. 13(5), pp. 845-854.
Chumlea WM, Guo S. (2000). Assessment and prevalence of obesity in adulthood from body
mass index values in childhood and adolescence ,journal of Clinical nutrition, vol. 76(3), pp.
653-658.
Chumlea WC, Guo S, (1994). The prediction of stature from knee height for black and white
adults and children with application to the mobility-impaired ,journal of Am Diet Association,
vol. 94(2), pp. 1385-1388.

New marketing plan for DOME Cafe- MKTG1203

New marketing plan for DOME Cafe- MKTG1203

RUNNING HEAD : NEW MARKETING PLAN FOR DOME CAFÉ
Ne w marke ting plan for DOM E Café
1 NEW MARKETING PLAN FOR D …

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RUNNING HEAD : NEW MARKETING PLAN FOR DOME CAFÉ
Ne w marke ting plan for DOM E Café
1 NEW MARKETING PLAN FOR DOME CAFÉ
Table of Contents
Slide 1 ………………………….. ………………………….. ………………………….. ………………………. 2
Introd uc tio n ………………………….. ………………………….. ………………………….. ……………. 2
Key immed iate a nd macro -e nviro nme nta l drivers ………………………….. ………………… 2
Slide 2 ………………………….. ………………………….. ………………………….. ………………………. 3
Curre nt ma rketing strate gy ………………………….. ………………………….. ……………………. 3
Slide 3 ………………………….. ………………………….. ………………………….. ………………………. 4
Digita l marke ting ………………………….. ………………………….. ………………………….. ……. 4
Slide 4 ………………………….. ………………………….. ………………………….. ………………………. 4
Marketing strate gy reco mme ndatio ns ………………………….. ………………………….. …….. 4
Marketing mix (4Ps) reco mme nda tio ns ………………………….. ………………………….. ….. 5
Slide 5 ………………………….. ………………………….. ………………………….. ………………………. 5
Digita l marke ting reco mme ndatio ns ………………………….. ………………………….. ………. 5
Re fe re nces ………………………….. ………………………….. ………………………….. …………………. 7
Appe nd ice s ………………………….. ………………………….. … Error! Bookmark not de fine d.
2 NEW MARKETING PLAN FOR DOME CAFÉ
Slide 1
Introducti on
DOME Café is one of the reputed business organizatio ns in Australia which provides a
unique community café experience to its consumers. The prime purpose of the presentation is
to analyse the current marketing situatio n for the company and develop ideas for the ne w
marketing plan for the Chief Marketing Officer, manager and departmenta l colleagues at the
company.
Key i mmedi ate and macro -envi ronmental dri vers
The macro environme nta l factors of this bus iness can be comprehended fro m
Demographic (D), Geographic (G), Firmographic (F), Psychographic (P), Behavioura l (B) a nd
Benefit .
Ge ographic : The products offered by this business aligns with the expectation of the
consumers of the people. The Gross Dome stic Product of the country i s 1.63 trillio n and the
General Rate of Duty is 5% of the value of the goods (Yoseph, Malim & AlMalaily, 2019 ).
The politica l factors affecting the business are a transparent politica l system and the forma tio n
of allia nces.
Firmogra phic : The net sale of the business organi satio n was $43.50m and ha d 700
employees in total. The hierarchica l organizatio na l structure provides a clear line of autho rit y
to the business.
De mographic : The demographic trends which affect the business are its huge
consumer base, consumers from different parts of the country like the services offered to the m.
Psychographic : Social awareness of the business is always on the higher side; henc e
they can create products based on the values of the customers.
3 NEW MARKETING PLAN FOR DOME CAFÉ
Be havioural : Purchase trends and consumptio n of the products offered by the busine ss
are used by the strategic planners to bring new products to the consumers.
Be ne fit : This business organizatio n cat egorises consumers based on perceived bene fits
such as customer service and quality.
The a vailab ility of a huge number of natural resources is useful for improving the
service provided by this business . The business organizatio n gets help from the cultura l group s
of Australia over the years which is helping in the continuity of the business. Enterprise Syste m
and wireless communica tio n is helping to create new opportunity in this organizatio n
Slide 2
Current marketi ng strategy
This business organizatio n currently considers a low -cost marketing strategy . The
prime drawbacks of this marketing strategy are poor vendor relation s, reduced profit ma rgin
and inability to increase sale s.
Product : Breakfast, fresh green salads, hot
chicken classics, and sandwiches are the
classical foods offered in this busine ss.
Along with that, expresso, granita, milk
shake and cold drinks are offered in this
business organizatio n, and these products
help in fulfilling the expectation of
consumers.
Place : The business organiza tio n has more
than 65 outlets in Australia ; the distribu t io n
channels of this enterprise have advance d
transportatio n fleets which helps them to
provide a wide range of products to the
consumers
Price : Higher prices of the products offere d
to the consumers are a concern for this
business. Thus, it can be said that the price of
the products directly influe nces the sale s
volume and overall ne t profitability of the
business.
Promotion : The social media page of this
business organiza tio n helps in sprea d ing
awareness of the services provided by the
company (Sudari et al., 2019) . Personali se d
messages ate forwarded to consumers so tha t
they can reorder from the shop.
Table 1: 4Ps of marke ting
(Source: Created by author)
.
4 NEW MARKETING PLAN FOR DOME CAFÉ
Slide 3
Di gi tal marketi ng
Experience s of consumers are posted on social media platforms, and at the same time ,
new products are prompted on the same platforms. The digita l marketing strategy helps the
business engage directly with the customers using videos and pictures.
Summary o f ke y marke ting issue s and opportunitie s
Inability to adapt to the latest trend i s the major marketing issu e confronted in this
business. The changing business landscape is the main reason behind this marketing issue .
However, it can be said that this bu siness organiza tio n have new marketing opportunities suc h
as Segmentatio n, targeting and positioning (STP). It can help them in creating a positio n in g
strategy
Figure 1: STP
(Source: Camilleri, 2018 )
Slide 4
Marketi ng strategy recommendati ons
Based on the issues of the current marketing strategy and the macro environme nt a l
drivers , it can be recommended that both the psychologica l and functio na l needs of consume rs
5 NEW MARKETING PLAN FOR DOME CAFÉ
need to be identified from digita l platforms so that the inability to adapt to the latest trends can
be addressed.
Marketi ng mi x (4Ps) recommendati ons
This organi satio n can improve their 4Ps if it can understand the latest trends of the
consumers ; hence it can be reco rded that consumer behaviour need s to be critically examine d .
It can be recommended that psychologica l factors such as attitude, perception and lifestyle of
consumers need to be evaluated by cognitive and behavioura l learning. Based on the
behavioura l learning theory, interacting with the consumers can help this organi satio n to
understand their purchasing decisions.
Figure 2: Role of be haviour le arning the ory
(Source: Lans et al., 2022 )
Slide 5
Di gi tal marketi ng recommendati ons
Conducting an online reputation manageme nt campaign can help this busine ss
organisatio n as it can help review the negative review s posted by clients on the social med ia
6 NEW MARKETING PLAN FOR DOME CAFÉ
pages. The recommendatio n shall make the consumers understand that the company cares
about them. On the other hand, the introductio n of an Artific ia l Intellige nce b ased system can
also help predict the trends of the market for the company.
7 NEW MARKETING PLAN FOR DOME CAFÉ
References
Camilleri, M. A. (2018). Market segmentatio n, targeting and positioning. In Travel marketin g,
tourism economics and the airline product (pp. 69 -83). Springer, Cham.
https://www. um.ed u. mt/libra ry/oa r/b itstrea m/123456789 /21433/5/Marke t%20Se gme nta tio n
%20Targeting%20a nd%20Po sitio ning.pd f
Lans, T., van Wagenberg, C. P., Biemans, H., Hoste, R., & Jung, Y. (2022). Learning apart o r
together? The relationship s of the social interdepende nce orientatio n and social competence of
owner -managers with their social learning behaviour and firm performance within a Korean
small -business context. Human Resource Developme nt Internatio na l, 1 -19 .
https://www. ta nd fo nline.co m/do i/pd f/10.1080/13678868.2022.2035185
Sudari, S., Tarofder, A., Khatibi, A., & Tham , J. (2019). Measuring the critica l effect of
marketing mix on customer loyalty through customer satisfactio n in food and bevera ge
products. Management Science Letters, 9(9), 1385 -1396.
http://m. gro wingsc ie nce.co m/msl/Vo l9/msl_2019_125.pd f
Yoseph, F., Malim, N. H. A. H., & AlMalaily, M. (2019). New behaviora l segmenta t io n
methods to understand consumers in retail industry. AIRCC’s Internatio na l Journal of
Computer Science and Informatio n Technology, 11(1), 43 -61.
http://isc ho lar. info/inde x.p hp/IJCSIT/artic le/viewF ile /186146/173309

Assignment Answers On Several Danger Of Non-Humorous MARS707

Assignment Answers On Several Danger Of Non-Humorous MARS707

Running Head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
Name of the Student
Name of the University
Author Note
1 IN …

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Running Head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
Name of the Student
Name of the University
Author Note
1 INTEGRATED MARKETING COMMUNICATIONS
Question 1:
Solution:
The campaign is acombination of many aspects together which has given it an extra edge, as a
result the campaign portrays synergistic effect. According to the synergistic effect which means
when the combination of many aspects comes together to increase the effect upon the receiver
which individually the aspect cannot (Bohuslavskiy, & Bobro, 2019).
In this campaign the main focus was to promote the tourist destination of New Zealand such that
the tourist gets attracted. As aresult the campaign is not just focused on the destinations rather it
is has connected the emotions of the people and joined the destinations with the wish of the
peoples. This concept not only struck the audiences cognitively but also affectionately as they
are triggering the audiences emotionally to fulfil their wishes. This type of campaign will get
obsolete after some days if it’sbased on the tourist destinations only but due to the use of the
emotions it gets inside the schema of the customers which will remain for long time (“Do
Something New, New Zealand!”, 2021).
Question 2:
Solution:
In the modern time the peoples are exposed towards different types of advertisement every day
promoting different services and products. As aresult it is required to do something different
which will catch the attention of the audiences, so that the audiences can remember the
advertisement for the long period of time in their schema so humor is required (Gregory, et al.,
2019). In this advertisement campaign also the personification tactic has been used where the
destinations are related with the people ’swishes, dreams and emotions.
There are several danger of non-humorous advertisement which are as follows:
ï‚· Customers will not connect with the campaign.
ï‚· It will not attract the customers towards the campaign.
ï‚· It will not become successful as aresult the company will have financial loss also (Hoel,
2019).
2 INTEGRATED MARKETING COMMUNICATIONS
Yes, humor will be the main reason behind the success of the advertisement as this will help to
fulfil the main objective behind the campaign to attract the customers in New Zealand.
Question 3:
Solution:
The advertisement is based on three types of segmentation which are as follows:
ï‚· Geographical segmentation: The advertisement is meant for all the locations both abroad
and foreign audiences are the targeted customer of the advertisement customers.
ï‚· Demographic Segmentation: The advertisement is mainly focused upon two aspects of
demography which is the age and the income of the customers. The targeted age of the
advertisement belongs from different generation which falls between 13 years to 75 years.
Another aspect that need to be followed is that the targeted customers must belongs from
the middle class to rich persons as the tour is associated with huge money.
ï‚· Psychographic Segmentation: The advertisement is mainly meant for the peoples who
belongs from the high society, who have high standard of living, who likes to visit
different places, whose interest is to travel, and who likes adventures. The peoples
possessing this attributes are the target customers of the advertisement (Camilleri, 2018).
Question 4:
Solution:
The target market that is been identified are the one belongs from different age groups belongs
from 13 -75 years of age. Along with it the audiences need to belong from the middle class to
rich persons as the tour is associated with huge money. Also the target group mainly belongs
from ahigh society, who have high standard of living, who likes to visit different places, whose
interest is to travel, and who likes adventures.
The target market has also connected with the advertisement not only cognitively but also
emotionally and they started to feel attached with the places. The graphic that is been showcased
within the advertisement is very catchy and the pictures of the places can attract any one. The
language used is English which is been used as a universal language which will help to
communicate with both local and international tourist, it has also depicted the culture of New
3 INTEGRATED MARKETING COMMUNICATIONS
Zealand along with it as portrayed by the local people, and finally the message which says that
fulfil your wish and dream which is appealing towards the customer. This all attributes of the
advertisement attracted the target market.
Question 5:
Solution:
Customer Journey Map of the Campaign.
Ascend
The membership stages and
their benefits.
Diamond : From 22nd travel
onwards 25% discount with
customizable trip option, anytime
booking facility, and free tours
magazine.
Gold :From 22nd travel onwards
25% discount with customizable trip
option.
Silver :From 10th travel onwards
25% discount
Bronze :From 2nd travel onwards
20% discount
Advocate
ï‚· Social Media
feedback
ï‚· Providing
testimonials.
Promoter
ï‚· Referring new
customers out of their
peers, family and
colleagues.
Excite
ï‚· Discount been
provided.
ï‚· Facilities been
provided free fooding
at morning, and free
Wi-Fi.
Convert
ï‚· Spending time
watching videos.
ï‚· Attending the webinar.
ï‚· Booking slot using
nominal amount
Awareness
ï‚· Social media
(Facebook, Instagram,
and YouTube)
ï‚· Television
ï‚· Print Media
ï‚· Pay Per Click
ï‚· Internet Search
Engaging
ï‚· Liking the post
ï‚· Commenting
ï‚· Raising query
ï‚· Searching website
ï‚· Visiting website
Subscriber
ï‚· Registering in website
ï‚· Raising query
ï‚· Subscribing or
following social media.
ï‚· Booking slot to consult
4 INTEGRATED MARKETING COMMUNICATIONS
Question 6:
Solution:
The campaign has successfully communicated to the customers using the different digital media
platforms, but during this modern time of technology also the traditional media of advertisement
plays a crucial role in the purpose of promotion or communication. The traditional media
channels that can be used for the purpose of promotion are print media like newspaper, hoardings,
etc. there it can portray the thought of the single person of the advertisement with his dream
written along with the picture of the destination. Also the television and radio can run the visual
and audio advertisement respectively.
The digital media is advanced and reaches more people irrespective of the traditional media
which is somewhat restricted. Though the accessibility of the digital media is less in the two
extreme age groups the childhood and the old time. As the company targets every age group so it
is necessary to utilize the traditional media which accessible to every age group easily
(Kushwaha, et al., 2020).
To ensure the objective and the message of the campaign remain same in every media we need to
use the same content in every media so that the implicit message of the campaign remains same
which is to connect the people with experiences by fulfilling their wishes.
Question 7:
Solution:
The data is interpreting the information of the traffics in the website of the organization as an
effect of the campaign that has been released. From this data set the following information ’scan
be identified which are as follows:
ï‚· The channels that are been used
ï‚· The rate of acquisition using the different media
ï‚· The behavior of the customer about in different channels
ï‚· The conversion rate.
The data interpretation of the given google analytics dashboard are as follows:
ï‚· The channels that are been used are Direct, Organic Search, Referral and Social.
5 INTEGRATED MARKETING COMMUNICATIONS
ï‚· The rate of acquisition using the different media is different which are as follows:
The data portrays that Direct channel is most successful it has most traffic and also the
new user ’s acquisition of direct channel is highest and also the session spent time.
Followed by this the Organic Search, Referral and Social respectively (Appendices).
ï‚· The behavior of the customer about in different channels
6 INTEGRATED MARKETING COMMUNICATIONS
The data shows that the bounce rate of the organic search is lowest as aresult the organic
search is the most convenient option followed by the referral, direct and the highest
bounce rate is social. Similarly the pages and sessions are most used in organic search,
followed by the referral, direct and social has same pages and sessions. Traffic spent most
average time in organic search followed by the social, referral, and direct (Appendices).
ï‚· The conversion rate.
Traffic spent most average time in organic search followed by the social, referral, and
direct this shows that from where the conversion rate will be generated more though as
the campaign has released recently as aresult the goal conversion and goal completion
rate is not available.
The ways that the campaign can be improved are as follows:
ï‚· Focusing on other media like traditional media
ï‚· Creating attractive content in social media to reduce rate of bounce
ï‚· Focus more on referrals by maintain relationships with the audiences (Appendices).
7 INTEGRATED MARKETING COMMUNICATIONS
Reference List
Bohuslavskiy, Y., & Bobro, M. (2019). The new approach to assessing the synergistic effect of
diversification. Інвестиції :практика та досвід ,(12), 66-73.
Camilleri, M. A. (2018). Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Do Something New, New Zealand! Tourismnewzealand.com. (2021). Retrieved 4October 2021,
from https://www.tourismnewzealand.com/news/do-something-new-new-zealand/ .
Gregory, G. D., Crawford, H. J., Lu, L., & Ngo, L. (2019). Does humour travel? Advertising
practices and audience effects in the United States and People ’s Republic of China.
International Journal of Advertising, 38(7), 957-978.
Hoel, E. V. (2019). Funny myth busting: Are humorous messages effective at correcting
misinformation regarding food safety? (Master’s thesis, Handelsh øyskolen BI).
Kushwaha, B. P., Singh, R. K., Varghese, N., & Singh, V. N. (2020). Integrating social media
and digital media as new elements of integrated marketing communication for creating
brand equity. Journal of Content, Community & Communication, 11(6), 52-64.
8 INTEGRATED MARKETING COMMUNICATIONS
Appendices

Assessment Solutions-Different Marketing Strategies :BUSI660

Assessment Solutions-Different Marketing Strategies :BUSI660

Running head: SMALL BUSINESS MANAGEMENT
SMALL BUSINESS MANAGEMENT
Name of the Student:
Name of the University:
Author ’sNote:
1 SMALL BUSI …

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Running head: SMALL BUSINESS MANAGEMENT
SMALL BUSINESS MANAGEMENT
Name of the Student:
Name of the University:
Author ’sNote:
1 SMALL BUSINESS MANAGEMENT
Introduction:
Jetsudz Cleaning Inc, aCanada-based yacht valeting and yacht detailing SME, intends to
expand its service and enhance brand awareness. At present, this organization intends to
transform the brand into a big and well-known brand that people associate with quality. This
paper will outline how this organization can use referral program marketing to increase brand
awareness.
Discussion:
There are different marketing strategies: paid advertising, word of mouth, internet
marketing, referral program marketing, and others (Randall, 2018) . Based on the macro-
environment, strengths and weakness of the firm, the competitiveness of the industry, and the
preference of the target customer segment, contemporary firms need to use an effective
marketing strategy.
Having aclear understanding of the ships and boat maintenance and repair industry will
be useful for Jetsudz Cleaning Inc. In 2018, the revenues of this industry were approximately $
606 million. Thus, it can be said that expanding its business from cleaning service of cars and
trucks to the yacht cleaning industry might be fruitful for this SME.
Index 1: Boat maintenance, cleaning, and repair industry of Canada
Source: (Statista.com, 2018).
2 SMALL BUSINESS MANAGEMENT
The objective of this company is to raise brand awareness within the next twelve months.
It can be recommended that this Canadian SME can use referral program marketing to increase
brand awareness. The referral program marketing strategy for Jetsudz Cleaning Inc will be
recommended in this part. It will allow this Canadian SME to accomplish its organizational
objectives within the next twelve months. Following are steps of the referral program marketing
that this Canadian SME needs to follow.
ï‚· At first, this SME needs to identify the desired outcome of the referral marketing
program. The objective of the referral program is to enhance brand awareness within the
next twelve months.
ï‚· This SME needs to analyze its existing referral sources in the next step.
ï‚· This organization has to create a shareable and remarkable service experience for its
potential customer in the next step. Satisfied customers will promote the excellent service
of Jetsudz Cleaning Inc.
ï‚· In the next step, this company needs to design an irresistible referral incentive. It will
motivate and encourage the customers to promote the excellent service of Jetsudz
Cleaning Inc.
ï‚· Next, this company needs to focus on the three phases of referral marketing: test, prove
and scale (Ghosh et al., 2020).
Index 2: Three phases of referral marketing.
Source: (Ghosh et al., 2020).
ï‚· In the last step, this company needs to let its network do the promotion. Satisfied
customers will promote the service and enhance brand awareness.
Conclusion:
In sum, it can be said that by using the proposed steps of the referral marketing program,
this Canadian SME can accomplish its organizational objectives and boost its brand awareness
within the next twelve months.
3 SMALL BUSINESS MANAGEMENT
References:
Ghosh, S., Gaurav, K., Bhattacharya, S., & Singh, Y. N. (2020). Ensuring the spread of referral
marketing campaigns: aquantitative treatment. Scientific Reports ,10 (1), 1-15.
Randall, S. B. (2018). Generating Business Referrals Without Asking: A Simple 5Step Plan to a
Referral Explosion. Morgan James Publishing.
Statista.com. (2018). Forecast: ships and boats maintenance and repair revenue Canada 2008-
2018 |Statista. Retrieved 10 May 2022, from
https://www.statista.com/forecasts/333614/canada-ships-and-boats-maintenance-and-
repair-revenue-forecast-sic-3315

E-Commerce Technologies Management ENGL 450

E-Commerce Technologies Management ENGL 450

Running head: Marketing
ACADEMIC WRITING …

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Running head: Marketing
ACADEMIC WRITING
By (Student’s Name)
Class
Teacher
Name of the School
City
Date
Marketing 2
Introduction
E-commerce remains and important business model that ensure the company sell
products and service online . E -commerce technologies ensure company operates both in -house
and online stores leading to purchases and shipment of products to c ustomers internationally.
The e -commerce technologies also enable marketing of products based on the company online
platforms where consumers can view products and their prices and order online. This research
focuses on analysis of Zara marketing and use of e-commerce technologies to improve its
operations and reach customers globally .
Zara background
Zara is fashion retailer headquartered in Spain though with global operation following the
expansion of company operations through e -commerce technologies. The company sells variety
of fashion products throughout Europe and has grown with implementation of the e -commerce
technologies. The company has many different competitors such as Nike, Adidas, H&M and
Uniqlo among many other companies. The company intensifi ed its operations despite impact of
COVID -19 pandemic that saw closure of many companies. The company has manage to
maintain logistic operations within the country and regionally.
Research methodology
The research uses content analysis of online resources and secondary data to present the
analysis of Zara. Various online contents and secondary data were analyzed to deduce argument
concerning the use of e -commerce by Zara to realize brand position within Spain and Europe.
Analysis and discussion
Marketing 3
The impact of e -commerce technology on the operation of Zara
E-commerce remains a driving force that has enable Zara to scale higher heights in the
retail industry not only in Spain but also within Europe. There are many reasons e -commerce can
be attributed to growth of Zara to become the role model company with fashion industry. Firstly,
e-commerce technology has revolutionized operations of Zara through making the company go
global. The e -commerce technology has enabled the company to operate at the global space
lea ding to massive growth. This made the company to begin operations within Europe and
beyond since e -commerce enable the company to sell directly to customers spread across the
glob e. Secondly, e -commerce shifted the marketing segmentation from Spain to Europe and
globally since e -com merce led incorporation of global strategies as oppose to previous country
focus. E-commerce is always linked to international business focus that enables the company to
ship products to other countries with ease. Thirdly , e-commerce allows customers to visualize
the shipment process for their products and all the necessary cost hence customers gain confident
on the company. Application of e -commerce business model within Zara enable s the company to
build a good perception in customer thus customers express their satisfaction with the company
operations (Hamlin 2015 ).
Operations of Zara in the COVID -19 times
COVID -19 affected many business operations globally with retail industry not spared. E-
commerce business operation is an essential model in the COVID -19 time. COVID -19 required
minimized human contact especially with social distance measures used to control the spread of
the disease. This implies companies have to minimize human contact t o reduce the spread of the
disease hence e -commerce enabled operations that reduce human contact. In addition, e –
commerce made the company to sell many products without direct interaction with customers
Marketing 4
hence reducing the impact of pandemic on the company operations. Zara remain operational
despite the impact of COVID -19 that led to closing of many businesses globally. This led to
huge sale of products leading to profitability of the company . Zara have mastered competition
within the retail sector as compared with its competitors. Zara offers large number of available
products as compared to its competitors and this lead to stiff competition during COVID -19
times. For instance, Zara has many clothe products as compared to competitors such as H&M or
Uniqlo.
Zara customers
Zara customers can be categorized into various categories that include behaviour
segmentation, demographic and psychological segmentations. Firstly, Zara customer’s
preferenc e is based on the business large number of products where they can choose from. Zara
offers large variety of products that serves customers preference and they can choose what they
want. Secondly, customers sh op ping within Zara can also be categorized in t erms of
demographic that include customers from both male and female gender. Clothes sold within the
company enable the company to attract both genders. Thirdly, psychological segmentation of the
company has been based on the perception that has been devel oped by customers together with
availability of different categories of products that lead to psychological decision. Many
customers have cited satisfaction with products hence come to buy more products in shopping
spree. Lastly, many customers have also cited purchase efficiencies that attract more customers .
However, some few customers have also rated company low due to inefficiencies they noticed
within the company (Desjardins 2016 ).
Impact of COVID -19
Marketing 5
COVID -19 came with mixed impact on retail sector with Zara taking advantage to grow
its business operations. COVID -19 affected many companies globally as many company had
their employees affected on infected with COVID -19 virus and this led to closure of m any
companies. This was success for Zara that was operating e -commerce platform with minimal
human interaction. Moreover, many companies closed down yet Zara utilized this opportunity to
grow and reach large number of consumers within the country and withi n Europe. According to
Edelman and Singer (2015 ), the impact of COVID -19 is far from ending yet businesses that are
operating online businesses remain operation and successful.
Zara customer purchasing behavior
The marketing strategy used by the company enable s display of many products and their
prices which attracts consumers as they are able to evaluate the best products. The e -co mmerce
used by the company also provide products details such as material used to make the products
and this has led to compa ny receiving large number of online shopper. The company also offers
many products and their substitutes that make the company in a better position as compared to
other competitors . Offering customers product range enable them to choose what they want and
this is essential for marketing using e -commerce. Zara has utilized e -commerce to reach
customers with many products across the border and this has been enhanced by many features of
the e -commerce (Draganska, Hartmann & Stanglein 2014 ).
The marketing strategy that is used by Zara has led increase in the number of customers
purchasing within the company. This is due to the factor that marketing strategies used by the
company aim at increasing the corporation between the company and the con sumers. In addition,
the company has intensified the co -operation culture that enables the company to attract many
customers. This is based on the perception that consumers have developed with the retailer citing
Marketing 6
good customer service within the company. T he customer service is attributed to the culture that
was developed by the company that aim s at building good rapport with customers. This enables
customers to give high rating for the company despite some challenges experienced by
customers (Dapko & Artis 2014 ).
Marketing strategies for Gen Z and millennial
Zara need marketing strategies targeting the new generation Gen Z and millennial should
focus on certain platforms. Firstly, the new generation Gen Z and millennial spend most of their
time on social media and video streaming platforms. This implies that marketing strategies that is
focusing on social media, video streaming platforms and mobile applications will prove
successful. In addition, the current generation r equire s marketing strategy that is tailored towards
social networking to increase interaction with these customers online. This will ensure that Zara
have huge number of customers shopping within the company (Hamlin 2015 ).
Brand positioning and perception
Zara has been positioned in the mind of customers as company that co -operates with
customers and offer customer choice. The company has many different customer directed
marketing strategies that has improved brand image in the mind of consumers hence consumers
has varied perception on the products. The company increased its focus on customer satisfaction
that aim at increasing the customer brand positioning as the best company with in Europe. This
has seen the company growing reaching rocket high as compared to competitors such as Nike
and Adidas that have been in business for some times now. Customers have also developed
perception that Zara has variety of products as compared to ot her companies selling similar
products (Benzo, Mohsen & Fourali 2017 ).
Marketing 7
Conclusion
In conclusion, marketing strategies that are enhanced by e -commerce is essential for
contemporary business. Zara has use e -commerce to reach vast number of customers availa ble
within Spain and globally. Marketing strategies using e -commerce enable company to reach
large geographic locations including international platforms. This is essential for ensuring that
company begin s operations online. There are many companies that have used e -commerce to
reach international markets through their operations. This has been achieved through use of e –
commerce that ensure company sell directly to international customers. This was particularly
important in the COVID -19 times where t here many restrictions. This affected a number stores
particularly those store with minimal online operations. As the technology evolves, companies
need to implement e -commerce to remain operations despite limited resources.
Marketing 8
References
Benzo , R., Mohsen, G. M. & Fourali, C., (2017) Marketing Research: Planning, Process,
Practice. Introduction Section, Para 4 and 5 – Snapshot, Nokia,SAGE Publications Ltd,
Camilleri, M., (2018) Integrated Marketing Communications , In Travel Marketing, Tourism
Economics and the Airline Product, Cham, Switzerland, Springer Nature, 10.1007/978 -3-
319 -49849 -2_5.
Dapko, J. L. & Artis, A. B., (2014) ‘Less is More: An Exploratory Analysis of Optimal Visual
Appeal and Linguistic Style Combinations in a Salespe rson’s Initial -Contact E -mail to Millennial
Buyers Within Marketing Channels’ Journal of Marketing Channels , Vol.21, no.4, pp 254 –267,
doi:10.1080/1046669X.2014.945358.
Desjardins, J., (2016) ‘The slow death of legacy media’, Business Insider, available a t
https://www.businessinsider.com/the -slow -death -of-legacy -media -2016 -10
Draganska, M., Hartmann, W. R. & Stanglein, G., (2014) Internet Versus Television
Advertising: A Brand -Building Comparison, Journal of Marketing Research , Vol.15, no.5, pp
578 –590, d oi:10.1509/jmr.13.0124.
Edelman, D. C., & Singer, M., (2015) Competing on Customer Journeys’, Harvard Business
Review, vol. 93, no. 11, pp 88 -100.
Hamlin, R., (2015) Niche Marketing And Farm Diversification Processes: Insights From New
Zealand And Canada , Renewable Agriculture and Food Systems,.

Assessment Solutions-Container Recycling Problem :MKTG5561

Assessment Solutions-Container Recycling Problem :MKTG5561

1
A Draft of the Report
Student`s Name
Course
Professor`s Name
Date
2
A Draft of the Report
This research report is about the container deposi …

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1
A Draft of the Report
Student`s Name
Course
Professor`s Name
Date
2
A Draft of the Report
This research report is about the container deposit scheme introduced to help recover and
recycle empty containers in Western Australia. In October 2020, the container deposit scheme,
Containers for Change, was introduced to help Western Australians reduce the several empty
containers disposed of in landfills or as litter. The Western Australian Return Recycle Renew
Limited, which operates the Containers for Change container deposit scheme, has implemented
the use of drop-off locations to make iteasier for Western Australian residents to dispose of the
empty containers (Schuyler, et al, (2019) .The Western Australian Return Recycle Renew
Limited gives aten-cent reward for every eligible container returned to motivate the people.
The research report also aims at dto develop the essential social marketing objectives
that help reduce the container recycling problem. Customer engagement, positioning the
enterprise as athought leader, and creating agood public image are some of the essential social
marketing objectives that Western Australian Return Recycle Renew Limited has adopted to
ensure that the container recycling problem is solved (Dagevos, & Reinders, (2018) .
Lastly, the research report aims at providing recommendations on how to target the
problematic segments that may negatively affect the Container for Change scheme. One segment
that has proved to be problematic is the number of drop-off point locations (Maling, (2021) .
Some of the residents of Western Australia have complained that there are drop-off point
locations near them which make them increase the number of empty containers disposed of in
landfills or as litter. To curb this problem, Western Australian Return Recycle Renew Limited
should increase the number of drop-off point locations.
3
References
Schuyler, Q., Hardesty, B. D., Lawson, T. J., Opie, K., & Wilcox, C. (2018). Economic
incentives reduce plastic inputs to the ocean. Marine Policy ,96 ,250-255.
Zhou, G., Gu, Y., Wu, Y., Gong, Y., Mu, X., Han, H., & Chang, T. (2020). A systematic review
of the deposit-refund system for beverage packaging: Operating mode, key parameter and
development trend. Journal of Cleaner Production ,251 ,119660.
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Project Work Answers of Demography and Behavioral Market

Project Work Answers of Demography and Behavioral Market

Answers to the questions
Name of the student
Roll number.
Answer 1
Market segmentation is a method of analysing the market with re …

Preview text

Answers to the questions
Name of the student
Roll number.
Answer 1
Market segmentation is a method of analysing the market with respect to geography,
demography, psychography, and behaviour (Weinstein, and Cahill, 2014, Pg 3 (3)) .
Companies sell products after analysing the market segments. Before launching of nay
product a deep study of the market is done. Here it’s done on the basis of the market
segmentation.
Biscuits : It’s eaten by all age groups, the market segmentation for b iscuits best suits the
demographic and geography. Demography market segmentation is based on age, gender,
income, and ethnic backgrounds. Biscuits are generally eaten by all age groups and are well
served as snacks to kids.
Geographic because the UK is one of the best makers and customers of biscuits. Their people
like to serve it to guests with tea. They sell the snacks as the most common and in various
varieties. Thus, placing it geographically will help segment the market for biscuits.
Shampoo – It is the most commonly used sanitary. Almost all age group and income group
uses shampoo. The costly shampoos are only in reach of high -income group customers. Thus
based on demography and behavioral market segment this will be developed.
Wireless broadband – Nowad ays the usage has increased and to grab more market the
segmentation should be done based on demography and psychographics matrix. The use of
any particular broadband is based on social interaction and advertisement. It is observed that
people get influenc ed by word -of-mouth advertisements by family or friends. It is used by all
age groups for various purposes (Jadczaková, 2013, Pg 1216 (3)) .
Holiday – The high -end segment, where most people of high income show interest and spends
as per the need. The segmen tation is based on psychography and behavioral. People show a
constant pattern for taking holidays and save money yearly to discover new places.
Answer 2 .
1. Starbucks was unable to perform well in Africa due to high pricing and low demand.
The channel tast e holdings were unable to segment the market properly for Starbucks.
They simply followed the US pattern. Other factors were competitors and their low
pricing with great taste. Competitors like Mccafe, Seattle coffee co, and Vida e Caffe
were served to a c ustomer at a lower cost and the Africans are not very fond of
coffees. They are more into African foods. Low profit and the high operating cost
ended taste holding in a $240 million loss. A correct market segmentation based on all
factors would give a new start to the company. The property tax and rents kept rising
with fewer customers at the counter. Only 13 Starbuck was opened in Africa and that
too was unable to show a profit over the year.
2. The placement of the coffee shop needs to be changed to a more crowded and porch
area like a mall, corporate café. Coffee should be linked with hang out, dating, and
relaxing. They need to target high -income groups and also young office or college –
going adults. The pricing and positioning of Starbuck were not right. To give
competition they have to start offers and lower the basic coffee prices. They also have
to introduce varieties in their menu. The psychographic segmentation should be
focused on continuous advertisement for the target group (Khan, Yusop, and
Baharu din, 2018, Pg 45 (2)) . This will pull the crowd towards the café. If they want
they can change the color of the logo to read as this color is popular in Africa.
Answer 3 .
„Channel images do not really affect the brand images of the products they sell that much‟
versus „Channel images must be consistent with the brand image.
Branding is an important part of product launch. Channel is used to bring the product to the
market. Branding is done based on product positioning, target audience, and parent comp any
image. The company image is most important. Channel is hardly remembered by any
customer. In 99% of cases, the customer does not know what channel was this marketed by.
This is because the brand name is visible and the channel name is not. Image of the product is
created by the brand, what are they selling, to whom they target and when will they add
offers. But the quality is maintained by the channel partners. For example, in the case of
Starbucks, the channel partner taste holding was responsible for the final product. Channel
marketing is all about working with a third party to sell the products or services to the
customer.
They are the ones to maintain a consistent brand message in the market. They are known to
produce content that is inconsistent w ith the brand. In many cases, channel partners are weak
in marketing strategies. They use old methods to the target audience and seem to be less
expertise in marketing. The channel that is an industry leader can get the brand to broadcast
on their sites. A well -known channel partner does marketing of the brand will increase their
goodwill and customer trust. Saying that channel plays an important role in launching and
giving recognition to the brands.
It does matter in cases where the brand is not strong a nd is an evolution in the market that
channels image is important or consistent, but otherwise, a strong brand that has huge market
recognition will be on its own, channel presence may not matter so much.
Answer 4 .
“All news is good news” and any buzz is helpful for a brand versus the content of buzz can
make or break a brand.
All news is not good news. A brand is at any market level and has any number of market
capitalization can never survive bad news. There are multiple examples like Nike, it’s being
shamed for exploiting a young girl athlete while doing false promises. The girl was promised
to give a chance to play in the Olympics by Nike. She was chosen to practice for the same.
But the coach assigned to her made her perform under dangerous circumst ances breaking her
knees. This incident has put the company on an unethical list and sales got affected too. A
company like Nike was not able to survive this allegation. Make media supported the girl and
Nike was supposed to compensate. No brand can afford to be in news with a bad image. A
newly started company can also not stand bad news about itself although it will be in news
and will be remembered by everyone.
It is the work of the marketing team and the PR team to make sure to keep the company name
clean from all allegations. Being in news for a neutral reason or for good reason is always
wanted. Many ads are also developed for producing a strong, happy, comfortable image of
the product be it anything. It is important for the companies to make sure the y keep the news
upgraded and put money in positive ads. Even a cigarette company brand knows that it can
never sell if it says it will cause you cancer before saying it looks stylish. Brand image
matters and a negative influence can cause damage to brand i mage. So only be in news for
good reasons.
Answer 5.
The product life cycle is four stages of a product that is launched in a market for sales. First is
an introduction, then growth followed by maturity, and last decline. The first step is an
introduct ion, in which a new phone advertised heavenly to tell its features to the audience.
Here the communication strategies play a very crucial role; in the phase of introduction phase
the company invests in digital marketing, hoarding, Tv ads and internet offer s on the product.
The features are highlighted in bolds to make everyone aware of its unique feature. Under the
strategy the target audience, segmentation for advertisement, and communication the launch
is done.
Then comes the growth cycle, where the new phone is launched and is selling like hot cake. It
seems that the marketing was successful and everyone is willing o invest in the phone. The
marketing and communication strategy of pushing the product in the market keeps going on
but not at a pace of intr oduction. Growth also means that demand has increased and product
and supply are at the same ratio.
The maturity point of a product is when the sales start to decline. The market becomes
saturated and people are no longer interested in buying an old phone . They are now looking
for new features. Pushing ads here is of no use, rather adding new offers and discounts can
save the phone sales.
At the stage of decline, no advertisement is done. The sale is completely based on the need of
the customer. The produ ct is no longer in demand and sales are dropped. It may discontinue
soon. Putting money in the decline stay makes no profit so communication strategy is
directed towards new phone launches.
Answer 6.
The websites are made with seven site elements also c alled as 7Cs. These seven cs make the
eCommerce website marketable and user -friendly. Almost all companies that have a shop si
coming online to sell. E -commerce sites are the new shop. People love to do shopping on e –
commerce sites rather than going to bri ck and motor shops. The increased availability of
options, discounts, and offers are the attraction. Traffic on the website is built by following
the 7 c rule. An example of a great website is www.Target.co m. It has one the highest traffic
and people flock for sales each day. Let’s examine the website based on 7Cs.
Context – The layout and visual design of the are nicely highlighted. Segregation of each item
is proper. Navigation is very easy. The color and design used are dark to bring the attention
of the customer.
Commerce : Well -documented every item with price and details. It is marked safe for
commercial transactions. They take security very seriously and all data are safely kept.
Connection : No e xternal links make it a perfect website and easy to use. The bounce rate is
nil for this site. Every link will direct to this site only no other site.
Communication: Ways to get connected with the consumer when they are offline. Printing
online newsletter s weekly and mail flyers for offers. They have a Social media page for
connecting socially.
Content : dark shade has been used to keep everything visible. The website is clear with its
visuals.
Community : Social media community on Facebook and Twitter is a vailable to form the
community.
Customization : The website can be customized based on the selection of item these times
keeps displaying every time logged in. The option is available.
References
Jadczaková, V., 2013. Review of segmentation process in consumer markets. Acta
Universitatis Agriculturae et Silviculturae Mendelianae Brunensis , 61 (4), pp.1215 -1224.
Khan, S.K.B.N.Z., Yusop, Y.B.M. and Baharudin, F.B.W., 2018. Starbucks Market
Segmentation and Targeting. International Journal of Business an d Management Invention
(IJBMI) .
Weinstein, A. and Cahill, D.J., 2014. Lifestyle market segmentation . Routledge.

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