The questions for IMC:

• What are the key decisions in the tactical development of Integrated Marketing Communication?
• When would you use push versus pull strategies?
• How do communication objectives differ based upon stage of customer development?
• What are different methods for determining the communication budget? Which method is best?

Case Study:

Numerous information systems are available within SAP ERP to support most of the processes that we will discuss in this book. Information systems (IS) can be divided into three broad categories: logistics information systems (LIS), financial information systems (FIS), and human resources information systems (HRIS). Logistics information systems support all of the logistics processes. Recall that logistical processes are concerned with acquiring, storing, creating, and distributing materials. The components of LIS include purchasing IS, sales IS, inventory control IS (IWM processes), quality management IS, plant maintenance IS, and shop floor IS (production processes). The financial information system supports reporting related to the general ledger (e.g., balance sheet, income statement, statement of cash flows), accounts receivable, and accounts payable. The HRIS is used to retrieve information about different HR components such as personnel, positions, and jobs.

Recall that information systems are part of the OLAP component of SAP ERP, and they utilize information structures to provide analytic capabilities. There are two types of information structures—standard and user-defined. Standard information structures are predefined in the SAP ERP system, and they collect the data needed to generate the most commonly used reports. SAP ERP also enables users to define their own structures, known as user defined information structures, to meet specific reporting requirements.

Finally, information structures enable users to conduct two types of analysis— standard and flexible. Standard analysis provides predefined analytics for data in standard information structures. This type of analysis is sufficient for most analytic requirements. When standard analysis is insufficient, users can conduct flexible analysis to customize the reporting. In contrast to standard analysis, flexible analysis allows users to define the content and format of the analysis. Specifically, it enables users to combine available characteristics and key figures as needed and to create new key figures using user-specified formulas. It also provides users with several layout options.

To summarize, the OLTP component of SAP ERP offers reporting in the form of work lists and online lists that are based on detailed transaction data.

In contrast, the OLAP component offers reporting via information systems, based on aggregated data in information structures. These capabilities are limited to data within the SAP ERP system. Today, however, companies need even more powerful reporting capabilities that combine data from multiple sources. This is the domain of business intelligence.

Q1. As an information systems project manager, on what bases would you select the modules and the functionalities of the enterprise systems to fit with your business needs and requirements?

Q2. Analyze the capabilities and the type of reporting you are seeking for your project and illustrate the right approach in selecting the suitable IS vendor for the project.

Describe, discuss, and analyze the internet marketing possibilities for Apple Pay in 2 paragraphs.

Select a product that members of a particular nation consume heavily. Research the country's culture and geographic location and describe why they are heavy consumers of the product selected.

Discuss how using systems thinking will influence your decision-making. please insert citing if possible.

1. Some people have suggested that understanding human behavior at work is the single most important requirement for managerial success. Do you agree or disagree with this statement? Why?

2. In what ways is organizational behavior comparable to functional areas such as finance, marketing, and production? In what ways is it different from these areas? Is it similar to statistics in any way?

3. Identify some managerial jobs that are highly affected by human behavior and others that are less so. Which would you prefer? Why?

4. The text identifies four basic managerial functions. Based on your own experiences or observations, provide examples of each function.

5. Which managerial skills do you think are among your strengths? Which are among your weaknesses? How might you improve the latter?

What are legal and ethical implications of data mining with healthcare informatics?

What Business Could You Start in Miami?

3 Reasons

DIRECTIONS:

In this presentation, you will suggest a business idea and discuss 3 reasons why the audience should invest in your new business. You are going to open a business in Miami. It can be any kind of business. Your presentation must focus on persuading your audience your investors why they should invest their money in your new business.

How can you have a high market share in a low growth industry? And
Does this mean that business is a stand alone, amongst similar businesses within the industry?

1. What do you think are the main challenges and implications being faced regarding the changes in the service concept of KidZania, centered on experiential learning?

2. Considering the experience gained from all their current parks as well as the external forces including increasing competition, market regulations, diversity of potential new markets, and technology integration, what criteria should KidZania’s management follow in selecting specific activities for its future “cities” to enhance experiential learning while remaining profitable?

The binding constraints for this problem are the first and second.

"You work for a digital marketing company that has been approached by a leading company (identify company and sector -Hospitality) in South Africa. The company wants to improve its social media and digital marketing strategy they are using, how the position and strategies limit their current capabilities, the options available to them. Identify key factors that would help that company to develop their strategy and write a report for their Board of Executives. Identify their current position and strategies and the main recommendations for an enhanced social and digital marketing strategy.”

Report: Guide framework to your report

A report differs from an essay in that the Executive Summary is the introduction and conclusion in one.

|-------- Why something was done and why it is important

|-------- Purpose of the report (problem solving, feasibility, etc.).

|-------- Main findings and important recommendations.

The introduction and conclusion mentioned in the discussion section below are equivalent to the first and last stages of the main body of the essay.

Discussion Identify problem, position, possibilities, proposal Introduction

|-------- Background to the problem in detail. Review of pertinent issues from the literature. Proof and

|-------- Analysis of target situation and development other related factors. How many of claims sections are needed to interpret the situation? Conclusion &

|-------- What does this mean in light of recommendations review, corporate &/or industry concerns, public reaction, etc. What needs to be done?

Appendices Information (charts, statistics, and diagrams) that are too long for including in the discussion. Useful to present, but not directly relevant to the argument. Avoid using more than 2 or 3 pages of appendices if possible (NOTE: they are no part of the word count).

In an essay, theory & research interprets and informs practice, whereas in a report, practice primarily reflects and informs theory

1. What is the difference between intrinsic and extrinsic rewards? Do you think employees at different levels are likely to prefer one type over another? Explain why or why not? Are you motivated primarily by intrinsic or extrinsic rewards? Explain your answer. What is public service motivation?

INDIVIDUAL CASE STUDY

President Store Corporate operated around 300 Starbucks coffee outlets in Taiwan under a joint venture arrangement in 2013. It also ran over 2,000 of its own City Cafe outlets across Taiwan. Both enjoyed good market share and there appeared to be little cannibalization. What could be the reason for this in the competitive coffee landscape in Taiwan?

STARBUCKS

Starbucks was founded in the U.S. in 1971 and its main product was Arabica coffee beans. In 1987, Howard Schultz took over Starbucks and introduced the roasting technologies and ambience of the Italian cafe. By May 2014, Starbucks had over 23,180 stores worldwide in 64 countries. Starbucks outlets primarily sell coffee, but also offer other hot and cold beverages, pastries, sandwiches, and snacks. Starbucks introduced low calorie coffee in 2008 and instant coffee in 2009. In 2010, Starbucks started selling beer and wine in some outlets in the U.S. In 2011, Starbucks introduced the Trenta, a 31-ounce cup of coffee. Starbucks ventured into the juice bar business in 2013.

In January 1, 1988, the President Starbucks Coffee Corporation in Taiwan was officially founded as a joint venture between Starbucks Coffee International, Uni-President Enterprise Corporation, and the President Chain Store Corporation. Many people have suggested that Starbucks, as an international brand, has basically transplanted the American coffee culture into Taiwan. The concept appears to be good quality coffee at high prices to be enjoyed in a leisurely manner with friends. Coffee on offer includes cafe latte, vanilla latte, hazelnut latte, caramel macchiato, cafe mocha, and cappuccino with a price range of NT$75 (US$2.46) to NT$155 (US$5.08). However, subtle differences can be observed. The pastry cases look similar but their contents are different and include offerings such as curry chicken cannoli. There are numerous tea options including rose fancy tea, green tea, jinxuan oolong, bi luo chun, and oriental beauty (the latter three are specialty Taiwanese teas).

By 2013, Starbucks had almost 300 outlets. Over the past three years, Starbucks in Taiwan has opened 20 to 30 new stores each year, and all stores have achieved their revenue targets and contributed to 10 percent sales growth over the last few years. A research study has concluded that Western culture adoration was an important dimension in coffee consumption for Taiwanese customers at Starbucks. Overall, Starbucks engages in experiential marketing, with the consumer associating the brand with specific smells, tastes, visual elements, and sounds.

CITY CAFE

In 1986, the President Chain Store Corporation launched Cafe Americano through its 7-Eleven chain stores. In 2004, the company began to shift from the American style Americano concept to the new 24-hour Italian City Cafe concept without closing the Americano outlets already in the 7-Eleven outlets. By 2005, there were 500 CITY CAFE outlets, 1,000 in 2007, and 2,000 in 2009. Television advertising was used to build brand awareness and image. The theme used was, “The entire city is my coffee shop;” targeted at students and workers aged between 20 and 40. The concept appears to be a local coffee brand offering low priced coffee anytime and anywhere. Coffee on offer includes latte, cappuccino, and City blend, with prices from NT$25 (US$0.82) to NT$45 (US$1.48).

CITY CAFE started a Music Conservatory in the Hankyu Department Store outlet in Taipei where aspiring local singers and performers can showcase their talents. Performers in March 2014 included Taipei Soul Brothers, featuring five musicians from three different generations, and Lin Ling, a local Taiwanese girl who has been performing since the age of five.

The success of the CITY CAFE coffee bar concept has resulted in many convenience chain stores and fast food chain stores near schools, offices, hospitals, subway stations, and train stations duplicating the idea. Examples of concepts by convenience stores include Mr. Brown Coffee of Family Mart and OK Cafe of OK Mart. McDonalds also launched the McCafe.

According to a review, the coffee scene in Taiwan can be categorized accordingly:

I. Foreign Cafe Chain

This group is currently dominated by Starbucks. They offer mainly espresso coffee at very high prices of NT$90 (US$2.95) to NT$180 (US$5.90).

2. Specialist Cafe

This group offers excellent coffee with a large variety of beans. They have varied origins, create their own blends, and roast their own coffee. They sell beans and offer a mix of espresso and brewed coffee. The baristas are experts and know their coffee in a passionate way. Prices of their coffee range from NT$60 (US$1.97) to NT$150 (US$4.92). Examples of such cafes are Orsir and Mojo Coffee in Taichung.

3. Specialist Cafe Chain

This group offers excellent coffee but with a more limited range. They sell beans and offer mainly espresso, though they do have limited brewed coffee options. They have trained baristas, and the price range is NT$30 (US$0.98) to NT$70 (US$2.30). Examples of such cafes include Wilbeck in Taipei and Cama Cafe across Taiwan.

4. Taiwanese Cafe

This group serves a variety of coffee from different regions in Taiwan. The cafes are operated by single owner and they roast in small batches. They are often in business for a long time (over 15 years) and they have a small group of loyal customers. They offer mainly brewed coffee, but they have espresso as well. The price range is from NT$70 (US$2.30) to NT$120 (US$3.93).

5. Taiwanese Cafe Chain

This group serves a single unannounced blend of coffee with no other options. They serve mainly espresso though some may offer drip or brewed coffee. Some baristas may receive training but quality is uneven. The prices range from NT$35 (US$1.15) to NT$75 (US$2.46). Examples are 8S°C and Bakery.

6. Convenience Store Coffee

This group offers bean to cup machine coffee. They use cheap Taiwanese roasts of unannounced origin. Prices range from NT$25 (US$0.82) to NT$60 (US$1.97). Examples of coffee entities in this group are City Cafe by 7-Eleven and Mr. Brown Coffee by Family Mart.

Three main groups have been identified:

Coffee Connoisseur

It is primarily interested in discovering new, high quality brews of coffee. He is very price insensitive and would frequent specialty cafes with baristas who are experts and know their coffee in a passionate way.

Café Hangout

The Café Hangout Coffee drinker values his coffee as an aspirational drink, to be drunk with a group of friends or to be seen consuming the beverage by others. He is relatively price insensitive, valuing the brand of the Café over the coffee type. The ambience and mood of the café is important to him. He would prefer to have food options available with his coffee as well. This group is a mix of students, who visit cafes as a place to hangout or study at, and working professionals, who value the café as an informal place to relax.

Coffee Fix

The Coffee Fix Coffee drinker values his coffee as his daily sustenance, requiring the energy boost which caffeine from the coffee provides. He may drink up to several cups a day and is not overly concerned with the quality of the coffee. He is also price sensitive as he is not after a premium product.

A survey found that the Taiwanese drink coffee in the following frequencies per day: one cup-46 percent, two cups-13 percent, and various frequencies depending on day and occasions-36 percent. The most frequently consumed coffee is: latte-48 percent, Americano-19 percent, cappuccino-17 percent, cafe mocha-4 percent, others-12 percent. Their favorite coffee venue is: Starbucks-29.1 percent and City Cafe-29.1 percent. Areas in which Starbucks must improve: prices-68.1 percent, promotional offers-15.3 percent, charity activities-9.2 percent, quality-6.9 percent, and refreshments- 6.1 percent. Areas in which City Cafe must improve: quality-29.4percent, refreshments- I4.7percent, promotional offers-14.0 percent, store ambience-13.3 percent, and peripheral merchandize-9.8 percent.

Question 1

What variables should be used to segment the coffee market in Taiwan? (10%)

Question 2

What group is Starbucks targeting in Taiwan and how do Starbucks offerings fit their requirement? How do Starbucks and City Café position themselves in the market and what do they communicate to their target customers? (25%)

Question 3

Why is the President’s group able to dominate the coffee market in Taiwan with the Starbucks and City Café concept rather than cannibalise itself with two brands in the same market? (15%)