Perceptual Maps Essay Example for Free

Perceptual Maps Essay Perceptual Mapping, as defined by Miguel Mauricio Isoni and Cid Goncalves Filho (The Strategic Use of Perceptual Maps in Corporate Reputation Analysis: an Empirical Survey), is a â€Å"strategic management tool that offers a unique ability to show the complex relationship between marketplace competitors and the criteria used by buyers when making purchase decisions and recommendations. † Usually, perceptual maps is plotted through a two dimensional plane, thus it is capable mainly of comparing four factors affecting a certain market product. To come up with a perceptual map, product analyst would perform its designed three part methodology. A. The Three Phases of Perceptual Maps as Used in the Simulation I. The Exploratory Phase In this first stage, we would get to know the origin of the need for the making of the perceptual plan (Isoni Filho). The simulation had started with the laying out of the situation of Thor motorcycles decrease in sales with their product CruiserThor, a 1500cc power cruiser priced at $25,800. Thor believed that the decrease in sales they analyzed in May 1, 201 was brought by the growing older of its target costumers (bracket 35 – 50 yrs old) that made them no longer interested with the lifestyle CruiserThor symbolizes. The age bracket of 21 – 35 years could not also be a replacement since they prefer more buying low-cost motorcycles for practicality reasons concerning with their young age’s small disposable income. As a recommendable solution, we need a new marketing plan. But in order to come up with a plan, we need to know the position of the CruiserThor in the market through a perceptual map. Since we had opted with making a perceptual map, we then need to choose four fundamental parameters CruiserThor gives the most concern. And we decided that they were the Lifestyle Image, Service Offerings, Price and Quality Engineering. We would also have a comparison of CruiserThor with its other competitor product and then conduct a market research to obtain CruiserThor’s representational ratings. II. The Descriptive Phase At this point, we would then need to make a survey with structured questionnaire and with representative sample that will be analyzed by Perceptual Mapping software (Isoni Filho). This could be in the form of four questions asking for a ranking from 1 – 10 that corresponds to the existing client’s perception to the selected four parameters. Does the CruiserThor made a great impact with your lifestyle? Does it possess the uniqueness you could not see with its competitor brands? 2. Does the engineering design compensate with its projected lifestyle image? 3. Does the CruiserThor priced right? 4. Does its included technical support and additional services suffice its total package? As these questions are filled up by the CruiserThor’s customers, dealers and distributors, we could then extract from it the public’s representational perception. The values that we had assigned are 9. 2 for the lifestyle image. 1 for the service offerings, 2. 95 for the service offerings and 7. 1 for the quality engineering. These figures had also been compared with the figures generated from two of CruiserThor’s competitors, Anzai and Espritique. These figures tell the current position of the product which would then be subject to review and/or revisions. III. The Presentation Phase For this last phase, we would present the maps to the managers (Isoni Filho), who would then give generalized interpretation with the marketing of the product with respect to its four factors evaluated. As the values had been analyzed, two possible solutions were suggested, to enhance the current positioning strategy or to totally change it. We may also opt to launch a new motorcycle that targets younger costumers. If ever you chose the last, you should then decide how it would be packaged with its features as opposed to the constraint of cheaper pricing. As a final decision, we would then stick with launching a new product, called RRoth that would accommodate a younger age bracket. This option would undergo several stages so as to determine its proper marketing mix to be used. These were deliberations on how would it be priced, how would it be handed down to its end-users, and how would it be promoted. The company’s team of analyst suggested with a $13M budgeted RRoth motorcycles that would be priced $13T $15T. They would use the help of their identified dealers and distributors to act as its middleman. They would also set-up exclusive showrooms. Promotions that would be done were to offer insurance and protection plans, to offer free test rides, to hire celebrities for endorsements, and to provide giveaway merchandise. Additional services were dealers training, customization options and financial services. Total cost of differentiation decisions was then accounted to be $11. 149T. B. Summary of the Different Marketing Components Used I. Relationship between differentiation and positioning of products and services Differentiation, as its word implies, is the offering of various products that tends to target distinct costumers from each other. This would help with covering all the possible customers’ individual needs basing on bracketing schemes just like age. In relation to this, positioning strategies for these various products need to be considered so as to not make them compete with each other (Positioning Defined). As an example, CruiserThor was designed to target possible costumers coming from the age of 35–50 yrs. old. To address the need to cover the market with younger age who may wish to avail a lifestyle imaged motorcycle but at a lower cost, Thor motorcycles decided to launch RRoth and it was positioned to attract the age bracket of 21–35 yrs. old who were less likely to had disposable incomes. II. The Impact of Product Life Cycle Production analysis through time had come up with a thinking that products have a life cycle (Product life cycle management, Wikipedia). Products start with the market introduction stage by creating a demand through different ways of promotion and information dissemination about its importance of use. The product may either benefit or suffer the existence of competition depending on the reaction of its target costumers. Products would then enter into the growth stage wherein it should develop a sense of profitability to its producers and sellers. Competition would usually increase as others would see its success in gaining a market share. As the products gain years being in the market, it would enter the maturity stage wherein the cost of production was minimized since publicity is less likely to be required. Final stage would be whether the product be stable or in a state of decline depending on the continuity of interest of its target costumers. References M. Isoni C. Filho. The Strategic Use of Perceptual Maps in Corporate Reputation Analysis: An Empirical Survey. Retrieved June 14, 2008 from www. isbee. org/index. php? option=com_docmantask=doc_downloadgid=33 Perceptual Mapping. Retrieved June 14, 2008 from http://www. populus. com/files/Perceptual%20Mapping_f_1. pdf Perceptual Mapping. Retrieved June 14, 2008 from http://www. iqlogo. com/library/perceptual-mapping. htm Product life cycle management. Retrieved June 14, 2008 from http://en. wikipedia. org/wiki/Product_life_cycle_management Positioning Defined. Retrieved June 14, 2008 from http://www. 1000ventures. com/business_guide/crosscuttings/positioning_main. html

ItalianAmerican Traditions in film :: essays papers

ItalianAmerican Traditions in film Work Ethic A Bronx tale is a story of a father who tries to win back the love and pride of his son from a showy neighborhood mob boss. In my opinion this film is the best portrayal of work ethic. Lorenzo, played by Robert DeNiro, plays a father who tries to teach his son that discipline and hard work pay off from working, in the long. His son Calogero, played by Lillo Brancato, is exposed to the life of a mob boss Sonny, played by Chazz Palmenteri,, and doesn’t understand why he should live a life of difficulty when he can have a life of luxury. He tries to explain to his son that the men in the community don’t look up to him, but rather they fear him He also tries to make clear that it’s easy to do what he does, but try waking up every morning and working everyday, that’s a real man. Throughout the film Sonny and Calogero develop a very close relationship. More than just a friendship, Calogero looks up to him as if he were a father figure. Sonny tells Calogero that he does not want him to do what he does, he does it because he has to; he has no other way out. He wants Calogero to finish school and make something of himself, and not to follow in his footsteps. Sonny feels like there’s always someone out there out to get him and never feels safe. He doesn’t want Calogero to have to go through the same thing. In the film Sonny murdered another person because of the fact that he took he took his parking spot. This haunting feeling he has throughout the film finally comes true in the final scene of the movie as the son of the father that was murdered earlier comes back for vengeance and kills Sonny. This action of revenge is another stereotype of Italian-American men. As the film ends Calogero is in the prime of his life so we do not know how his life continues. The viewer, in this case me, thinks that because of this dreadful ending Calogero will follow the advice of Sonny and his father to complete school and life his life like every other hard working individual in America, because as his father mentioned earlier hard work pays off in the end.

Marketing Analysis of Gloria Jean’s Essay

Australian Coffee Making industry Australian coffee industry continues to mature and surge ahead. Australia has emerged as one of the most discerning and profitable coffee locations in the world, and the amazing monetary figures spent on coffee in Australia each year support global perceptions that Australians are in a position to judge the merits of good coffee. Over the past five years, Australia’s Cafes and Coffee Shops industry has demonstrated itself to be a complex, highly competitive and successful industry. Industry players have benefited immensely from the nation’s love of quality coffee, which steered the industry through the recent economic downturn, during which it outperformed rival hospitality industries such as restaurants and catering. Specialty coffee shops in Australia are becoming a lucrative sector, as a result of a growing coffee culture and increasing franchising opportunities. Australia’s strong coffee drinking culture has heavily influenced growth in specialty coffee shops , especially among the younger generation Gloria Jean’s in Australian Market Gloria Jean’s Coffees is dedicated to offering the world’s highest quality specialty coffee – from bean to cup. Australian owned and locally operated, the Gloria Jean’s Coffees family now stretches far and wide across the globe, with over 1,000 coffee houses in 39 countries. It is combination of passion, commitment to their communities and dedication to delivering the highest quality coffee to their guests that unites their global team in the same Vision – to be the most loved and respected coffee company in the world. Gloria Jean’s Coffees was founded by Gloria Jean Kvetko in 1979 in Chicago, USA. Gloria Jean’s Coffees began as a small coffee and gift shop in Chicago USA which now has over 110 locations throughout the U.S. Gloria Jean’s Coffees USA is owned by Diedrich Coffee, Inc located in Irvine, California. In 1995, Nabi Saleh and Peter Irvine, former Managing Director of advertising agency DDB Needham, visited the United States to sample the Gloria Jean’s Coffees brand. Saleh and Irvine identified the opportunity for this brand in Australia, purchasing the international licensing rights from Diedrich Coffee, Inc. They established Jireh International Pty Ltd the company that holds the right to franchise Gloria Jean’s Coffees in Australia, and purchased the rights to the Gloria Jean’s Coffees brand for all other countries from Diedrich Coffee, Inc, with the exceptions of the USA and Puerto Rico. In late 1996, Jireh International Pty Ltd opened the first Gloria Jean’s Coffees store in Miranda, Sydney, and two weeks later another in Eastgardens, also in Sydney. These stores were set up to test the concept in the Australian market. In early 1998, Gloria Jean’s Coffees Australia franchised its first store and within six years had opened 185 stores owned and operated by more than 100 franchisees. In 2003, a franchise opened in Darwin; this meant that the brand was now established in every Australian state and territory. Jireh International Pty Ltd formed a North American Affiliate, Praise International North America, Inc. and as of June 14, 2009, the North American rights were sold by Diedrich Coffee to the American Affiliate of the Australian holding company. Vision of Gloria Jean’s To be the most loved and respected coffee company worldwide. Mission of Gloria Jean’s Gloria Jean’s Coffees is committed to building a unified family, consistently serving the highest quality coffee and providing an outstanding and personalized service in a vibrant store atmosphere. Objective of Report The objective of the report is to identify the corporate and business strategies of Gloria Jean’s, its main competitive strengths and the possible threats that Gloria Jean’s may confront in the future. External Environment Analysis of Australian Coffee Making Industry Macro Environment (Six segments) Analysis Global Segment: Gloria Jean’s Coffees has strongly entering into global markets. It has teamed up with six new Master Franchise Partners in Saudi Arabia, Taiwan, Bangladesh, Sri Lanka, Oman and Azerbaijan. Gloria Jean’s Coffees followers will soon be able to enjoy a handcrafted cup of coffee in these global markets. The groups of consumers are very passionate about brands, especially such global lifestyle brands as Gloria Jean’s Coffees. Economic Segment: Australia has had one of the most outstanding economies of the world in recent years. As a high-growth, low-inflation, low interest rate economy, it is more vibrant than ever before. There is an efficient government sector, a flexible labor market and a very competitive business sector. Gloria Jean’s has taken this opportunity as consumers in Australia have higher disposable income and are willing to spend more. Demographic Segment: Gloria Jean’s Coffee is currently targeting small market segment, young adults segment, which comprises people age 18 to 25 years old, compared to Starbucks, 15 to 64 years old. Besides that, Gloria Jean’s mainly focuses on female customers, where half of the sales came from that particular gender. Political Segment: In Australia there are some rules and regulations that were created for the coffee industry, such as the Fair Trade Certificate and the Rainforest Alliance. Where the Fair Trade certification is an alternative marketing system designed to give the disadvantaged farmers guaranteed prices for their product while The Rainforest alliance focuses on how farms are managed rather than how products are traded. Gloria Jean’s has to follow these rules when they entered into Australian market. Socio-Cultural Segment: Australia’s strong coffee drinking culture has heavily influenced growth in specialty coffee shops, especially among the younger generation. Coffee drinking has become an integral part of the modern lifestyle in Australia and specialty coffee shops have become more than just a place for coffee. This is an advantage for Gloria Jean’s to survive in the Australian market. Technological Segment: Technological developments in the coffee industry are very limited. Ordering is one area where technology can be used. Gloria Jean’s buys and roasts its own coffees – controlling the process from the bean to the cup. Therefore it is important for them to know every aspect of the coffee industry to ensure that the products offered by them are top standard quality products and available at all times. Porter’s Five Forces Analysis According to Porter, there are five forces that determine industry attractiveness and long-run industry profitability. These five â€Å"competitive forces† are— (a) The threat of entry of new entrants, (b) The threat of substitutes, (c) The bargaining power of buyers, (d) The bargaining power of suppliers and (e) The degree of rivalry between existing competitors. The coffee making industry in respect of Porter’s five forces analysis is given below: Threat of new entrants: There are no barriers to entry in coffee shop market. The cost to set up a new coffee business is proportionately lower than those associated with developing new business in other industries. Even the four largest players within this market only have limited market share, totaling not more than 2% of the business. To open a coffee shop usually only requires small amounts of capital for fixtures, fittings and coffee machines. Baristas and cafà © trained staff are readily available, and to train new staff does not take long and is not costly. So we can say that it is the high threat of new entrants. Bargaining power of buyers: It is very easy for coffee buyers to consume different coffee and other options. In urban locations, there are numerous options for coffee drinkers. Cafà © can be located on practically every corner in all major cities in Australia. Additionally a number of restaurants and diners serve coffee, as do some fast food chains. Individuals can also drink instant coffee or use coffee vending machines. So there is high bargaining power of buyers. Rivalry among competitors: As there are a number of competitors in the market, rivalry can be considered to be fairly high. In many instances, competitors operate next door to one another. It is not uncommon for cafà © strips to surround office complexes and major urban entertainment venues. In more sub urban environments, cafes are still littered throughout shopping malls, coffee stalls are commonly visible. So we can say that rivalry of competitors is high. Bargaining power of supplier: Suppliers cannot influences cafes as much as is possible in other industries. Due to the number of cafes in the market, working relationships are often not that close. Coffee beans are a highly traded commodity in both developed nations and in the developing world where much of the produce is grown. This leads to an effectively developed and efficient market in the trade of coffee beans. The result is that both originating and whole sale suppliers cannot compete much on price differentiation. They must instead differentiate via the quality of their beans. So we can say that there is weak bargaining power of suppliers. Threat of substitute: As mentioned previously, customers are able to switch to rival cafes at little or no cost. Quite often to use a substitute cafà © involves walking an additional ten to hundred meters in highly urbanized areas. There are also countless other venues that can be used for social meetings, such as pubs, restaurant and the like. Business meetings can be held at offices or at the venues mentioned above. Coffee is also substituted quite regularly by tea and other caffeine products. It can also be substituted by instant products that are widely available in supermarkets. There are now a number of powdered mock cafà © options available at different stores. Coffee machines are also more affordable and can be used in households. Thus threat of substitute is stronger. As a whole – Threat of new entrants – High Bargaining power of buyers – Strong Rivalry among competitors– High Unattractive Industry Threat of substitutes– High Bargaining power of suppliers – WeakLow Profit Potential Internal Environment Analysis of Gloria Jean’s Resources of Gloria Jean’s Resources are inputs into a firm’s production process, such as capital, equipment, and the skills of individual employees, patents, finance, and talented managers. Resources are either tangible or intangible in nature. With increasing effectiveness, the set of resources available to the firm tends to become larger. 1. Tangible resources * Financial resources * Physical resources * Technological resources * Organizational resources 2. Intangible resources * Human resources * Innovation resources * Reputation resources Gloria Jean’s has to emphasize on both its tangible as well as intangible resources. Gloria Jean’s Coffees management team manages to expand their franchises internationally and have full control over their franchisee. It is trying to boost up their franchise revenue and retail sales. There are currently 470 Gloria Jean’s stores located in Australia, and they serve more than seven million coffees each month. Gloria Jean’s Coffees actually provides an ongoing support for all their franchisee. It is one of a dedicated company that strives and has done countless effort in order to make sure that the products they sell have a huge impact on people’s daily lives. They have continuously developed their beverages to look tempting to attract customers. It has a strong brand image for its premium quality and excellent taste.

Victorian England The Worst Of Times - 1184 Words

â€Å"It was the best of times; it was the worst of times† (Dickens, A Tale of Two Cities).Victorian England was a melting pot of both good times and bad times. Some people experienced good, while others experienced bad. During the Victorian Era, mainly the wealthy experienced good times, while the poor experienced poor times. As reflected in contrasting Victorian paintings, literature, and historical accounts, Victorian England was a time of great prosperity for the wealthy few but a time of constant hardship for many poor. As depicted in Ramsgate Sands, historical accounts, and Great Expectations, the upper class of Victorian London maintained a life of luxury, leisure, and laughter. As seen in Ramsgate Sands, almost every person is depicted participating in leisure activities such as reading books or newspapers, holding a conversation, or enjoying the sand and water. Shown in the painting Ramsgate Sands, people are playing in the water and relaxing in the sand. By enjoying the beach, the people have enough money to be able to enjoy themselves instead of working. The overall painting radiates a certain comfort and care-free living that only the wealthy could afford. Similarly, according to several historical accounts, entertaining was a favorite pastime and a convenient activity for the upper class. Dinner parties and social events could last from 5-6 hours since gentry never had a lack for leisure (Schomp, The Country, Para 13). Dinners were elegant and featured gourmetShow MoreRelatedEssay on Crime was Rampant During the Victorian Age in England769 Words   |  4 Pages The Victorian Age in England was a time when crime was rampant, people were starving, and life was generally difficult. In these times, there were really only two social classes, the upper class, and the lower class. Everyone in the lower class had troubles, but children had it the hardest. 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