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AMAZON IS THE COMPANYComplete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Part 1 Assignment.

Marketing Information and Research

Research Question

Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives.

Information Needed

Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem.

Research Recommendations

What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach?
Customer Decision-Making Profile

Identifying the Customer and Problem

Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.

Factors Influencing Customer Decisions

Provide a brief profile of your target segment using at least three of the following categories:

  • Geographic characteristics: e.g., location, region, population size or climate.
  • Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
  • Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
  • Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
  • B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity

Reaching the Customer

Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.
Positioning and Differentiation

Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions.

Competitive Advantages

List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways.

Market Niche and Positioning Strategy

Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?

Positioning Statement

Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].

Repositioning Considerations

Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not?

Branding

Brand Description

What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it?

Brand Promise

What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit?

Brand Voice and Personality

Describe your brand voice and personality using the is/is never template:

  • [Brand] is:
  • [Brand] is never:
 
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THE COVID-19 PANDEMIC

ln light of the Covid -19 pandemic, President Masisi set up the Presidential Task Force at the beginning of the project to tackle the pandemiic and minimize the number of fatalities in the country. This was done in full cognizance of the existence of the Ministry of Health and Wellness. This could have been in recognition, also, of the need for a robust handling of this emergency which normally functioni ng bureaucracies might not manage to handle. The Task Force, seen as a project, would be able to handle Covid requirements, unlike operations at the Ministty. Later in the year when the need for procuring and rolling out Covid vaccines arose, the President set up a separate Committee to deal with vaccines. These new committees did not remove the responsibility of dealing with Covid as a health concern from the Ministry of Health and Wellness. The Minister of Health and Wellness as well as the Director of Medical Services sit on the Presidential Task Force. From the country’s media, we were informed early in our ICovid pandemic rough journey that the Permanent Secretary of Health and his Deputy lost their jobs due to serious breaches in health protocols leading to the worsening of the pandemic. Later the Minister himself was transferred to another Ministry, and the Director of Medical Services was demoted and later retired from the Civil Service. Lately, in 2021, the Ministry of Health and Wellness lost its Permanent Secretary, yet again due to the same lapses. Media places these at the door of the Covid-19 Presidential Task Force, whose powers seem to override those of the operating Ministries. Even the Permanent Secretary to The President seems to have suffered a similar fate to his coll eagues in Health.

REQUIRED:

l. Distinguish the nature of projects from operations that persuaded President Masisi to set up the Covid-19 Presidential Task Force rather than depend on the Ministry of Health and Wellness alone. 10 marks

2. Set up a Communications Matrix witlhin the Botswana Government relating to the management of the Covid-1 9 pandemic, and highlight areas of efficiency and effectiveness and those areas and instances where there was failure. 20 marks

3. If you were the President, how would you have handled the situation? 10 marks TOTAL MARKS=40

SECTION B:

ESSAYS 60 Marks

QUESTION2

Discus the constraints that the project manager will have to meet to enable the project complete within the defined scope. Use realistic examples to clarify your answer. 20 Marks

QUESTION3

Thamain and Wilemon (1986) concluded from their research that projects were more likely to succeed when project managers used work challenge and expertise to influence people rather than authority, money or penalty. What do you think is the basis of this? 20 Marks

QUESTION 4

Outsourcing is very important in project management and execution. Using illustrations and examples, define outsourcing and discuss three advantages and three disadvantages of outsourcing. 20 Marks

 
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Walmart continuously reviews its chairs inventory levels. For one particular popular brand, it currently buys 180on each order. Demand is 5200 per year (100 per week) with a standard deviation of 50 per week. The supplier has a 3-week lead time. The ordering cost is $100 and the holding cost is $30/chair/year. You can assume that Walmart owns the chairs when they are delivered and the desired service level is 90%.

a) Calculate the necessary parameter(s) for Walmart’s inventory policy of this popular brand chairs.

b)What is the safety stock level with this inventory policy?

c)What is the expected shortages per year with this policy?

d)What is the target fill rate with this policy?

 
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  1. Kade, who manages a hotel, was recently explaining to Deja, a regional manager, his quandary about whether to fire a front desk employee about whom several guests had complained. Kade described, “I first identified the problem as poor customer service, and then I brainstormed several solutions. I evaluated each alternative, and then I implemented my decision not to fire the employee. Instead I provided him with additional training. Finally, I followed up with an evaluation to see if his customer service skills had improved.” Kade is applying the

a. employee relations model of evaluations.

b. nonrational model of decision making.

c. strategic-planning model of leadership.

d. rational model of decision making.

  1. When acting upon the advice to organize your decisions into three categories, which type will require the most time and attention?

a. quick decisions

b. ethical decisions

c. strategic decisions

d. significant decisions

  1. Between 2008 and 2018, the ________ quadrupled.

a. amount of donations to the ACLU

b. rate of small business openings

c. number of unethical decisions made by marketing managers

d. number of CEOs fired for ethical lapses

  1. Predictive Health, a fast-growing medical research firm, has accumulated so much patient information that conventional database management systems cannot handle its needs. Therefore, Predictive Health purchased very sophisticated analysis software and supercomputing-level hardware to leverage the power of

a. Cyber-age bases

b. Mega IT

c. super data

d. big data

  1. An advertising firm wants to begin using AI to sort through lists of customers, verify contact information, and segment names by target demographics. The leaders of the advertising firm know that

a. they will no longer need any humans to develop advertisements

b. robotic process automation will cost more than machine learning.

c. predictive analytics uses algorithms to explain why last year’s sales were low.

d. implementation is the biggest AI challenge.

  1. Ichiro is an on-site coordinator for the International Olympics Committee. Ichiro is good at his job because he regularly seeks new ideas and contrary opinions. He tolerates ambiguity well while being quite task-focused. Ichiro’s decision-making style is best described as

a. Analytical

b. conceptual

c. valuable

d. behavioral

  1. Fatma is certain her new business idea is going to be a success. She is so certain that she ignored the advice of her business professor to conduct a focus group and she invested her life savings to get her business started. Fatma may be experiencing ________ bias.

a. Overconfidence

b. hindsight

c. framing

d. escalation of commitment

  1. As the director of human resources, Azhar convinced the company to spend a large sum of money on a new training program. After spending thousands of dollars implementing the training and almost four months of employee work time, they feel that there has been little improvement. The training is scheduled to continue for two more months, and Azhar feels that too much money has been spent to simply abandon the training. Azhar is experiencing

a. blind bias

b. a training trap

c. confirmation bias

d. sunk cost bias

  1. A team of HR professionals is reviewing options for the new benefits package. During their first meeting, Evona suggested offering the contract to HealthPlus HMO, and the others agreed with Evona for the sake of unanimity, without ever researching or analyzing the decision. Evona and her team are engaged in

a. groupthink

b. heuristics

c. minority dissent

d. goal displacement

 
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