市场营销案例分析英文
案例分析 英文
案例分析英文Case Study: Analysis of the Impact of Social Media on Consumer Behavior。
Introduction。
In recent years, the rise of social media platforms has significantly transformed the way consumers interact with brands, make purchasing decisions, and engage with products and services. This case study aims to analyze the impact of social media on consumer behavior, exploring how social media influences consumer attitudes, perceptions, and purchasing habits.Impact on Consumer Attitudes。
Social media has a profound impact on shaping consumer attitudes towards brands and products. With the ability to share experiences, opinions, and reviews, consumers are heavily influenced by the feedback and recommendations of their peers on social media platforms. Positive endorsements from friends and influencers can significantly enhance consumer attitudes towards a particular brand, while negative comments and reviews can deter potential customers from making a purchase. As a result, brands must actively monitor and engage with social media to shape and influence consumer attitudes in their favor.In addition, social media provides consumers with a platform to express their opinions and concerns directly to brands. This direct interaction can have a powerful impact on consumer attitudes, as it allows for a sense of transparency and authenticity in brand-consumer relationships. Brands that are responsive and attentive to consumer feedback on social media can effectively build trust and loyalty among their customer base.Impact on Consumer Perceptions。
市场营销案例分析范文
一．肯德基及时处理苏丹红事件2005年3月15日,上海市相关部门在对肯德基多家餐厅进行抽捡时,发现新奥尔良鸡翊和新奥尔良鸡腿堡调料中含有"苏丹红一号"成分．16日上午,百胜集团上海总部通知全国各肯德基分部"从16日开始,立即在全国所有肯德基餐厅停止售卖新奥尔良鸡翅和新奥尔良鸡腿堡两种产品,同时销毁所有剩余调料。
" 肯德基公司此次由于苏丹红问题遭受了重大打击。
苏敬轼称,针对苏丹红事件的教训,中国百胜餐饮集团决定采取三项措施防范部分食品生产供应商不能严把食品安全关带来的隐患：一是将在过去的基础上加强原有的检测能力,投资200万元建立一个现代化食品安全检测研究中心,对所有产品及使用原料进行安全抽检,井对中国食品供应安全问题进行研究。
二是要求所有主要供应商增加人员,添购必要的检测设备,对所有进料进行食品安全抽检。
三是强化选择上游供应商的要求标准,严防不能坚持食品安全的供应商混入供应链。
请认真阅读上述资料,回答以下问题?1．面对"苏丹红一号"事件给肯德基带来的环境威胁,百胜集团都采取了哪些对策?试用市场营销学的有关原理评价这些措施。
2．通过这起事件,你认为企业的营销活动在与其营销环境的适应与协调过程中应注意哪些问题?答：〔要点1．环境包含机会和威胁两方面的影响作用,分析环境的目的在于发现机会,避免和减轻威胁。
2．企业对于环境不是无能为力的,企业在分析环境的基础上,可以增加适应环境的能力,避免威胁,也可以在一定条件下改变环境3．本案例中,百胜集团面对威胁,采取了以下措施：<1>停止销售含有苏丹红的产品,销毁剩余调料；<2>公开致歉,追查责任；<3>公布检测结果,并保证其所有产品都不含苏丹红, <4>制定措施,消除隐患。
上述措施均属于减轻策略的范畴,通过这些措施,企业逐步消除了事件的影响,重新赢得了消费者的信任。
市场营销方案全英语版
市场营销方案全英语版Marketing Plan1. Executive SummaryThe purpose of this marketing plan is to outline the strategies and tactics that will be implemented to promote and sell our products in the market. This plan aims to increase brand awareness, attract new customers, and ultimately boost sales and revenues. The target market for our products is predominantly English-speaking consumers, and therefore, this marketing plan will be presented in English.2. Market Analysis3. Target MarketBased on the market analysis, our primary target market is English-speaking consumers aged between 18-35. This demographic typically consists of students, young professionals, and technology enthusiasts who are open to trying new products and are active on social media platforms. The secondary target market includes individuals aged 35-50 who are interested in innovative and quality products.4. Marketing ObjectivesThe following marketing objectives have been set for this plan:- Increase brand awareness by 20% within the first six months.- Generate a 15% increase in sales within the first year.- Expand the customer base by 10% annually.- Obtain a customer satisfaction rating of 90% or above.5. Marketing Strategiesa. Social Media Marketing: Develop a strong presence on popular social media platforms such as Facebook, Instagram, and Twitter. Regularly post engaging content, share product updates, and interact with customers to build brand loyalty and attract new followers.b. Influencer Marketing: Collaborate with influential bloggers and social media personalities in the target market to promote our products through sponsored posts, reviews, and giveaways.c. Content Marketing: Create informative and entertaining blog articles, videos, and infographics that highlight the benefits and features of our products. Optimizing content for search engines will help attract organic traffic to our website.e. Public Relations: Develop relationships with journalists, bloggers, and industry influencers to secure media coverage and mentions. Press releases will be distributed to relevant media outlets to generate buzz about our products.6. Marketing Tacticsa. Product Launch Event: Organize a grand launch event for our new product, inviting media, influencers, and potential customers. This event will showcase the features, benefits, and unique selling points of the product.b. Giveaways and Contests: Conduct regular online giveaways and contests on social media platforms to engage customers and encourage them to share our brand with their networks. This tactic will help increase brand recognition and viral reach.d. Customer Referral Program: Implement a customer referral program that rewards customers who refer their friends andfamily to purchase our products. Rewards may include discounts, free products, or exclusive offers.e. Online Advertising: Run targeted online advertising campaigns on platforms such as Google AdWords and social media sites. This will help increase brand visibility, drive website traffic, and reach potential customers who are actively searching for similar products.7. Financial ProjectionsDetailed financial projections will be created to estimate the costs associated with implementing the marketing strategies and tactics outlined in this plan. This will include budgets for social media advertising, influencer collaborations, contentcreation, events, and other marketing initiatives. Revenue forecasts will be based on historical data, market trends, and anticipated customer acquisition rates.8. Monitoring and EvaluationRegular monitoring and evaluation of the marketingstrategies will be conducted to determine their effectiveness. Key performance indicators such as website traffic, social media engagement, sales conversions, customer feedback, and return on investment will be tracked and analyzed. Based on the results, adjustments and improvements to the marketing plan will be made as necessary.Conclusion。
优秀广告案例分析英文作文
优秀广告案例分析英文作文Title: Unleashing Creativity: An Analysis of Exceptional Ad Campaigns。
1. Ripping the Sheets Off the Ordinary: Coca-Cola's "Share a Coke"The iconic Coca-Cola campaign, where personalized bottles were introduced, wasn't just a marketing ploy; it was a revolution in brand engagement. It tapped into the human desire for personalization, turning a simple product into a social experience. The ad didn't follow a linear narrative; it was a disruptive act that resonated with consumers.2. The Power of Visual Storytelling: Nike's "Just Do It"Nike's ads, often featuring athletes pushing boundaries, didn't need a lengthy explanation. Theycommunicated a powerful message through striking visuals and a call to action. This minimalist approach, devoid of complex language, spoke directly to the hearts of fitness enthusiasts, making it a memorable ad.3. Embracing Humor: Old Spice's "The Man Your Man Could Smell Like"Old Spice's ad campaign, with its absurd and over-the-top scenarios, broke the mold. It used humor to defy expectations and create a talking man character that became a cultural phenomenon. The ad didn't follow a traditional narrative, but it left a lasting impression.4. The Emotional Connection: Apple's "Shot on iPhone"Apple's "Shot on iPhone" campaign showcased real-life moments captured by everyday users, tapping into the emotional attachment people have to their devices. The ads didn't tell a story, but they evoked a sense of connection, making the product seem more than just a tool.5. The Social Impact: Dove's "Real Beauty Campaign"Dove's campaign aimed to redefine beauty standards, challenging societal norms. Instead of a linear narrative, it was a movement that encouraged dialogue and self-acceptance. The ad's impact wasn't about telling a tale, but about inspiring change.In conclusion, these exceptional ad campaigns didn't adhere to a linear structure; they disrupted, engaged, and resonated with their audiences. They didn't rely on complex language but on raw emotions, creativity, and sometimes, a touch of humor. Each one of them is a testament to the power of a well-executed, non-linear advertising strategy.。
产品营销方案案例英语
IntroductionIn today's highly competitive smartphone market, it is crucial for manufacturers to develop a robust marketing strategy to introduce their new products successfully. This case study focuses on the product marketing strategy for a new smartphone model, "SmartX Pro," launched by XYZ Corporation. The objective of the campaign was to create awareness, generate interest, and ultimately drive sales for the new model.Target Market AnalysisBefore crafting the marketing strategy, XYZ Corporation conducted a thorough analysis of its target market. The identified demographics included tech-savvy individuals aged 18-35, who were looking for a high-performance smartphone with innovative features. The target market also included tech enthusiasts and early adopters who were interested in the latest technology trends.Marketing Strategy1. Product Positioning- XYZ Corporation positioned SmartX Pro as a premium, high-performance smartphone that offers cutting-edge technology, exceptional camera quality, and a sleek design.- The unique selling proposition (USP) was the "SmartX Vision" technology, which allows users to experience augmented reality (AR) and virtual reality (VR) without the need for additional hardware.2. Digital Marketing- Social Media Campaigns: XYZ Corporation launched targeted ads on platforms like Instagram, Facebook, and Twitter, focusing on the target demographic. The ads highlighted the key features and benefits of SmartX Pro, including the "SmartX Vision" technology.- Influencer Partnerships: Collaborations with tech influencers and celebrities were established to showcase the smartphone's capabilities and encourage brand engagement.- Content Marketing: A blog and YouTube channel were created to provide informative content about the smartphone, including tutorials, reviews, and interviews with developers.3. Public Relations- Press releases and media kits were distributed to major tech news outlets, highlighting the innovative features of SmartX Pro.- Product demonstrations and press events were organized to provide hands-on experience to journalists and industry experts.4. Physical Retail- SmartX Pro was showcased in select high-end retail stores, where customers could experience the smartphone firsthand.- Store promotions and discounts were offered to encourage sales during the launch period.5. Customer Reviews and Testimonials- Positive reviews and testimonials from early adopters were shared on the company's website, social media platforms, and in promotional materials.ResultsThe product marketing strategy for SmartX Pro was highly successful, achieving the following results:- Increased Brand Awareness: The campaign significantly increased brand awareness, with a 40% increase in website traffic and a 30% rise in social media followers.- Strong Sales Performance: SmartX Pro exceeded sales targets by 25% during the launch period.- Positive Customer Feedback: Customers praised the smartphone's performance, camera quality, and innovative "SmartX Vision" technology.ConclusionThe success of the SmartX Pro product marketing campaign demonstrates the importance of a well-thought-out strategy that combines digital marketing, public relations, and physical retail efforts. By focusing on the target market's needs and preferences, XYZ Corporation was able to create a buzz around its new smartphone model and drive strong sales performance.。
整合营销渠道案例英文版
整合营销渠道案例英文版Introduction:In today's digitally-driven world, businesses are constantly seeking innovative ways to reach their target audience. Implementing an integrated marketing channel approach has become crucial for companies looking to connect with consumers across multiple platforms. This case study presents an example of how Company X utilized various marketing channels to expand its consumer reach and achieve significant return on investment (ROI).Company X Background:Company X is a multinational consumer goods company specializing in personal care products. With a diverse range of offerings, including skincare, haircare, and hygiene products, the company has established a strong presence in both local and international markets. However, faced with increasing competition, Company X aimed to further enhance its brand visibility and customer engagement through an integrated marketing channel approach.Step 1: Analyzing Target Audience:To effectively integrate marketing channels, Company X conducted detailed research to understand its target audience. By identifying key demographics, lifestyle preferences, and purchasing behavior, the company gained insights into how to tailor their messaging across various platforms.Step 2: Implementing Digital Marketing Strategies:Company X recognized the importance of digital channels and allocated a significant portion of their marketing budget towards this medium. They revamped their website, ensuring it was visually appealing, user-friendly, and provided seamless navigation for visitors. Additionally, they optimized their website for search engines, improving organic traffic and enhancing their online visibility.Social media platforms were also utilized extensively. Company X created engaging content that resonated with their target audience and aligned with their brand identity. Regular updates on Facebook, Instagram, and Twitter allowed users to interact with the brand, fostering a sense of community and encouraging brand loyalty. Influencer partnerships were employed to extend their reach to a broader network, leveraging the popularity and credibility of these social media personalities.Step 3: Utilizing Content Marketing:Content marketing played a crucial role in Company X's integrated marketing channel approach. They created a company blog that featured informative articles, beauty tips, and product reviews. The blog not only positioned Company X as an industry expert but also established a platform for consumers to interact with the brand. The blog content was thenadapted into email newsletters, fostering personalized communication with their target audience.Step 4: Traditional Advertising Channels:While emphasizing digital marketing, Company X also recognized the significance of traditional advertising channels. They strategically placed print advertisements in leading fashion and beauty magazines, ensuring maximum exposure to their target audience. Additionally, they ran television commercials during peak hours, leveraging the power of visual storytelling to connect with consumers.Step 5: Enhancing Customer Experience:Company X understood that providing a superior customer experience was paramount to building long-term relationships. They optimized their e-commerce platform to ensure a seamless shopping experience, incorporating user-friendly features such as personalized product recommendations and easy checkout processes. Moreover, they offered competitive pricing, loyalty programs, and seasonal promotions to incentivize repeat purchases and encourage brand loyalty.Step 6: Analyzing and Adjusting Strategies:Throughout this integrated marketing channel approach, Company X regularly analyzed the performance of each marketing channel. Key metrics such as website traffic, social media engagement, conversion rates, and customer satisfaction were measured and evaluated. Based on this analysis, adjustments were made to their marketing strategies to optimize return on investment and maximize consumer reach.Results and Benefits:The implementation of the integrated marketing channel approach resulted in significant positive outcomes for Company X. Key results include:1. Increased brand visibility: The revamped digital presence, combined with traditional advertising, enabled Company X to reach a wider audience, boosting brand recognition.2. Improved customer engagement: Through social media interactions, email newsletters, and informative blog posts, Company X established a loyal customer base, driving higher engagement levels.3. Enhanced ROI: By monitoring and adjusting marketing strategies based on performance analytics, Company X was able to optimize their marketing spend, resulting in a higher return on investment.Conclusion:The case study of Company X showcases the power of an integrated marketing channel approach. By effectively utilizing various marketing channels, including digital platforms,content marketing, traditional advertising, and optimized customer experiences, Company X successfully expanded consumer reach, improved brand visibility, and achieved a higher return on investment. This case study serves as an inspiration for businesses seeking to integrate and diversify their marketing efforts to achieve long-term success in an increasingly competitive marketplace.Sure! Here is the continuation of the case study:Step 7: Influencer Partnerships and User-generated Content:In addition to social media marketing, Company X also collaborated with influencers and utilized user-generated content to further expand their reach. They identified influencers whose values and target audience aligned with their brand and product offerings. These influencers created sponsored content featuring Company X's products, which helped to increase brand awareness and generate discussions around the products.Company X also encouraged user-generated content by running contests and campaigns that encouraged customers to share their experiences with the products on social media. This not only created a sense of community but also provided social proof to potential customers, as they could see real people using and endorsing the products.Step 8: Integration of Offline and Online Purchasing Channels:To provide a seamless shopping experience to customers, Company X integrated their offline and online purchasing channels. They optimized their e-commerce platform to allow customers to easily browse products, view detailed product information, and make purchases online. Additionally, they implemented a click-and-collect option, where customers could order products online and pick them up from their nearest brick-and-mortar store. This integration allowed customers to choose a convenient purchasing method while ensuring a consistent brand experience.Step 9: Personalized Marketing:To enhance customer engagement and encourage repeat purchases, Company X implemented personalized marketing strategies. They analyzed customer data, including past purchases and browsing behavior, to create personalized product recommendations and offers. By tailoring their messaging and promotions based on individual customer preferences, Company X was able to create a more targeted and relevant marketing approach, leading to higher customer satisfaction and increased conversion rates.Step 10: Continuous Monitoring and Improvement:Company X understood that the success of their integrated marketing channel approach relied on continuous monitoring and improvement. They regularly analyzed key performance indicators such as website traffic, conversion rates, customer feedback, and sales data to identify areas for improvement. By tracking the effectiveness of each marketing channel, they could make data-driven decisions to optimize their marketing efforts and allocate resources more effectively.Benefits and Results:1. Increased Customer Acquisition and Retention:By implementing an integrated marketing channel approach, Company X was able to effectively reach their target audience and acquire new customers. The personalized marketing strategies and enhanced customer experiences also contributed to customer retention, as customers felt valued and were more likely to continue purchasing from the brand.2. Enhanced Brand Reputation and Trust:The diverse marketing channels used by Company X allowed them to create a consistent and strong brand presence. With the help of influencers and user-generated content, they were able to build trust and credibility. Customers felt more confident in their purchasing decisions knowing that the products were recommended by influencers or endorsed by other customers.3. Improved ROI:Due to the integration and optimization of marketing efforts, Company X achieved a higher return on investment. By monitoring and adjusting strategies based on performance analytics, they were able to allocate resources more effectively, reducing wasted spend and maximizing the impact of their marketing efforts.4. Competitive Advantage:By implementing an integrated marketing channel approach, Company X gained a competitive advantage over their competitors. They were able to reach a wider audience, engage customers across multiple platforms, and provide a seamless and personalized customer experience, all of which contributed to their overall success in the market.Conclusion:The case study of Company X demonstrates the importance of adopting an integrated marketing channel approach. By implementing a combination of digital marketing strategies, traditional advertising channels, personalized marketing techniques, and enhanced customer experiences, Company X was able to expand their consumer reach, improve brand visibility, and achieve a higher return on investment.This case study serves as a reminder to businesses that integrating and optimizing marketing efforts across various channels can lead to a significant impact on their bottom line. By understanding their target audience, implementing effective marketing strategies, and continuously monitoring and adjusting their approach, companies can position themselves for long-term success in today's competitive marketplace.Implementing an integrated marketing channel approach is not a one-time effort, but an ongoing process that requires commitment and adaptability. As consumer behavior and preferences evolve, companies must remain agile and be willing to experiment with different marketing channels to maximize their reach and engagement with their target audience.。
营销案例英语版
Native ads
Native ads
The content must be valuabal Let users select on his or her own Visual sense is integreted with web,not abrupt
Native ads
The cases
No，
Ads again
Native ads
Native ads
Native ads is a specially designed media form which makes advertisement a part of the content. This kind of advertisement can make product brand compatible with the website. For example，videos，photos as well as passages will be integrated into the website，rather than be there separately.
Native ads
The significance of native ads’appearance
New field— the design of native Encourage ads Make web’ ads creation， commercializ break form ation tend to limit native
Native ads
The cases
Twitter，microblog，SNS
（social networking service）
Ads become boutique posts
营销策划方案英文案例
营销策划方案英文案例IntroductionThe following marketing planning proposal aims to outline a comprehensive strategy for the launch of a new product targeting a specific market segment. The proposed strategy includes an analysis of the target market, competitive landscape, marketing objectives, positioning strategy, promotional activities, and budget allocation. This marketing planning proposal is designed to not only introduce the new product to the market but also to establish a strong brand presence and generate sales growth.1. Market AnalysisThe first step in developing an effective marketing strategy is to thoroughly analyze the target market. This includes understanding the demographics, psychographics, and purchasing behaviors of the target audience. Additionally, it is essential to assess the size of the market, potential growth, and any market trends or challenges.2. Competitive AnalysisA competitive analysis is crucial to identify the key competitors in the market and understand their strengths, weaknesses, and strategies. By doing so, we can identify gaps in the market that the new product can leverage and differentiate itself from existing competitors. Furthermore, analyzing the competitive landscape helps us anticipate potential threats and challenges that may arise.3. Marketing ObjectivesClear and measurable marketing objectives should be established to guide the marketing planning process. The objectives should align with the overall business goals and be specific, attainable, relevant, and time-bound. Examples of marketing objectives for the proposed product launch could include increasing market share by X% within the first year, achieving X% brand awareness among the target audience, and generating X% growth in sales.4. Positioning StrategyDeveloping a strong positioning strategy is essential to differentiate the new product from competitors and create a unique value proposition. The positioning strategy should clearly communicate the product's benefits and address the needs and desires of the target market. This can be achieved through a combination of attributes, pricing, distribution channels, and marketing messaging.5. Promotional ActivitiesA comprehensive promotional plan should be developed to generate awareness and interest in the new product. This can include a mix of traditional and digital marketing activities such as advertising, public relations, social media marketing, influencerpartnerships, events, and sales promotions. The promotional plan should be tailored to the target market's preferences and be executed strategically to maximize reach and impact. 6. Budget AllocationAn effective marketing plan requires proper budget allocation to ensure the execution of the proposed marketing activities. The budget should be allocated based on the anticipated return on investment (ROI) for each marketing activity. Careful consideration should be given to the allocation of funds for long-term brand building activities as well as short-term sales-focused initiatives.ConclusionIn conclusion, this marketing planning proposal outlines a comprehensive strategy for the launch of a new product. By conducting a thorough market analysis, understanding the competitive landscape, setting clear marketing objectives, developing a strong positioning strategy, planning promotional activities, and allocating budget effectively, the proposed strategy aims to successfully introduce the new product to the target market, establish a strong brand presence, and generate sales growth.。
市场营销环境分析(英文版) ANALYZING THE MARKETING ENVIRONMENT
Technological Political Cultural
Demographic
• According to Wal-Mart, there are 3 types of shoppers: Price-Value Shoppers Brand Aspirationals Price-Sensitive Affluents
Analyzing the Marketing Environment
Made by Group two
Contents
Microenvironment Macroenvironment
What is Marketing Environment?
• The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
Micro environment
Marketing Environment
Macro environment
Marketing intermediaries
Customer markets
Suppliers
Competitors
The company
Micro environment
Publics
• 2.Part 2: Identifying the Allure of Social Networking: Traits, Behaviors and Motivators
• 3.Part 3: Social Networking Personas: A Look at Consumer and Shopper MindSets
波士顿经典分析案例(英文)
波士顿经典分析案例（英文）clarifyEstablish understanding of the caseFirst, let me make sure I understand the problem. The parent company produces medical devices and services, but before the acquisition was not involved in health care software. The company it purchased, MedCount, sells only administrative systems software to large hospitals. It is now looking for opportunities to increase revenues.That is correct.Could I take a moment to jot down a few thoughts?Sure, that would be fine.approachSet up the frameworkI would suggest using the following framework:•First, I'd want to understand the market size and growth rates for MedCount's market and related software markets.•Next, I would like to explore the competition and their market shares.•Third, I would like to examine customer requirements and then, given those external conditions, look at the division'scapabilities to understand how well prepared it is to meet the needs of the marketplace.That sounds fine. So what do you want to know about the market?EvaluateEvaluate the case using the frameworkWell, the first hurdle would be to identify the markets the company would be interested in. Besides administration systems, what other types of medical software systems do large hospitals purchase?There are many software systems, but for the sake of time, the team focused on three primary markets: administration systems, patient administration, and physician support systems.What do those systems do?Patient administration includes systems like admissions and tracking. Physician support systems are more specialized, for individual physician procedures.I would like to know how large each market is and how fast each is growing.I would use secondary sources such as press releases, analyst reports, and published market studies, to obtain this information.Great! That is what we did during the market study. Our information revealed the following market sizes and growth rates.From a size and growth perspective, physician support systems looks like a very attractive market. I'd like to know a little about the customers themselves. The client is currently targeting large hospitals. Approximately what percentage of the market do they represent?We were unable to get an exact breakdown, but we know that these hospitals make up the vast majority of the total medical software market.That would make sense, since the more sophisticated procedures at a hospital might necessitate more advanced software solutions. I know that there have been a lot of changes in the industry as a result of managed care. I don't know much about the industry, so I would want to look at market studies and press clippings to get a better sense of the hospital market in general and any technology or software trends more specifically.Okay. Let's say that you did that and were presented with this summary of market trends:•Consolidation in the industry, with three to four large hospital networks dominating 45 percent of the market•Cost controls instituted, particularly as these large hospital networks acquire smaller hospitals (centralization of functionsbeing a key cost issue)•Many hospitals seeking to consolidate their vendor base•With regard to technology, many hospitals upgrading their older systemsIf hospitals are consolidating vendors, perhaps our client has an advantage in being part of a larger medical company. Maybe the client could also gain some advantages by expanding into other software segments. Are the people responsible for purchasing software at the hospital the same for all three segments?Like all things, it differs by hospital, but the larger hospital networks, have tried to consolidate their purchasing not only within but also across hospitals.Is the decision maker for medical software the same as for medical instrumentation and devices?In some cases, the head of purchasing influences both decisions, but the person who makes the final choice is different. Software decisions are usually made by the hospital IT function, and those for instrumentation by the medical staff.I think I have a pretty good understanding of the market for now. Let's look at competition next. We could identify all the competitors and build up the market shares using a combination of public data and estimates.Well, let's assume that you don't have an infinite amount of time to look at all the competitors. You can only look at the top five competitors in each market. You are given the following data:HCS Software Systems100 7%Morningside Software80 3%Admin Systems Solutions70 2%HTI Software50 15%HCS Software Systems30 16%Patient Software20 -1%Physician Support Systems100 11%Medical Technology Inc25 18%HTI20 32%MedSys 5 15%Very interesting. The first thing I would note from the data is that the market concentrations are very different. In administrative systems, the top five competitors control 66 percent of the market and in patient administration, they control 65 percent. But in the physician support market, they control only 25 percent.I would want to know what gross margins look like in each of these markets as well. I might turn to analyst reports and look at competitors' financial statements to deduce whether they are making money in each market.Gross margins vary, of course, but the analyst reports have margins of 25 to 30 percent for administrative systems and for patient administration. For physician support, the margins tend to be higher, more like 45 to 50 percent.I see that two competitors, HTI and HCS Software Systems, have very large revenue growth in all three sectors, although they each dominate one.I would want to look at their financials, annual reports, and press releases to find out a bit more about their strategy in each of these areas.You'd find that they recently entered these noncore markets. Why might they have done that?Perhaps, like our client, each had a strong position in its own segment, HTI in patient administration and HCS Software Systems in physician support. Maybe they too decided to branch out into the other segments to find additional growth.That is a very good hypothesis. Let's say there is evidence in the sources you consult that supports your assertion.Well, if that were true, these two companies could be a threat not only in the other two segments, but also in our client's segment, administrative systems. It looks as if the client is slowly losing market share in its segment, since it is growing more slowly than its market.Good observation.The market and competitor trends could also suggest that the client may want to enter these other markets. In particular, the physician support market looks attractive, given it has high growth and lack of a dominant competitor. The higher gross margins may provide attractive returns on the necessary investment in software development.However, the patient administration market may also be attractive. Although it is more concentrated and offers lower margins than physician support, the client may be able to enter this segment with a smaller up-front investment. Given the trend toward upgrading existing computer systems, it may be important for MedCount to have a product offering in each of the three market segments. That should not be too difficult, since the company is already in the software industry.Perhaps, but you should think a little more closely about these types of software. Are all software systems alike?Well, let me think about that for a moment. I suspect patient administration would have relatively low entry barriers. From your earlier description, these systems appear to be pretty basic, dealing primarily with admissions and patient tracking. However, the entry barriers in physician support might be higher, since these systems are more complex and there are probably multiple systems for the various physician procedures. I guess it would be harder to get into those types of systems.That would make sense.Since the company might want to go into only some of the segments, I would want to know how important it is to have products in all three segments. Do we know if the competitors are marketing their products as a bundle?How might you find that out?Since it would be difficult to talk to a competitor directly, I would probably target a competitor's customer, particularly one that just converted from our client's software.Let's say you get an interview with a customer that recently switched to HTI. You discover that the competitor was offering it a better pricing deal and service for software products in all three segments.How were MedCount's software and service perceived in relation to those of competitors?The customer thought that its administrative systems were adequate, "the old standby," but not stellar.Were there any other key reasons it switched from MedCount's system?When it decided to upgrade its systems, it tried to contact MedCount, but could never get a representative to describe its options.Interesting. How did HTI perform?The HTI representative had heard that the company was considering switching software vendors and provided a sales representative to pitch HTI's administrative product the next day.It definitely sounds as if there was a problem with the sales function and that customer relations need to be improved, particularly for the larger hospital chains. There also seems to be an advantage from both a marketing and sales perspective in having multiple software products.I would want to confirm those views by doing further interviews.Let's say further interviews support those assumptions.Since we have already looked at the external conditions, I would like to move on to the client itself. I'd like to know more about its marketing and selling organization as well as its software development skills.So far, we know that our client offers administrative software and that there may be a problem with sales and marketing. Could you tell me a little about the marketing department?The marketing department is organized regionally. Teams are assigned to hospitals within each state or geographic region, such as New England.That could explain some of the problems with MedCount's marketing and sales. If hospital purchasing is centralized, the marketing organization may be outdated. Does the company have any teams dedicated to the four or five biggest hospital networks?No, there are no dedicated teams. They talked about doing that for a while, but it conflicted with the regional structure it had in place.With regard to software, does the company feel it has any strengths or weaknesses?It feels that their administrative product is very strong ("best of breed") and is the dominant technology. Also, the product is modular in design, which allows for easier upgrades. Although the company has never branched out into other market segments, the software developers believe that certain modules could be used to build the foundation for other administrative software programs. The company feels customer support is also an area in which it excels.Summarize and make recommendationsLet's start with our client's market. The client dominates the administrative software market, which is fairly large but growing slowly, and the company appears to be slowly losing market share. Patient administration is also growing relatively slowly.Both markets are relatively concentrated and appear to offer lower margins than physician support. The physician support market is large and less concentrated, and could potentially provide higher margins, but would require a larger investment. The hospital market itself is becoming more concentrated and is pushing to consolidate vendors. The purchasing agent is often the same for the three types of software.Looking at our client's competitors, two, HTI and HCS Software Systems, appear to be particularly threatening. Each has a dominant position in one segment and is branching out into other areas. They appear to be marketing their products and services as a bundle and are using service as a key point of differentiation.The client offers only one type of system and appears to have some weaknesses in its marketing organization, particularly in marketing to the larger hospital networks, which offer the most promising market opportunities.How would you recommend proceeding?The first priority should be to fix the marketing organization, particularly for the large hospital networks. MedCount will have trouble expanding into new markets if it can't defend its current position and shore up its existing customer relationships. There should be a team dedicated to each of the major chains. The client should also look at improving customer tracking so that it is clear when its customers are going to upgrade. There should also be clear contacts so that the customer can easily keep in touch with MedCount.Next, I would recommend that the client explore entering the other market segments by leveraging its dominant position in administrative systems. At first glance, patient administration does not appear to be very attractive, with slow growth, low margins, and large, dominant competitors. There appears to be some advantage, however, in having products across the product range. I would recommend that we interview some of MedCount's existing customers to better understand their needs and future IT requirements. If the customer base is interested in one software provider for both back-office administration and patient administration functions, this segment looks promising.If the client does decide to enter this market, it should look at the lowest-cost method of entry, either developing a product internally or acquiring a competitor. The modular design of its existing administrative software suggests internal development of the patient administration product may be the way to go, but we would need a more thorough comparison of the internal development and acquisition options, including both cost and time to market. I think that physician support offers our client an exciting growth opportunity, given its high margins, high growth, and fragmented competition. I would definitely think about an acquisition strategy, since the client may lack the technical capabilities to enter this specialized market. I would recommend going for one of the larger companies, as that would give the client a stronger position. Smaller companies would probably not offer an important enough position in the market. More research would be needed, however, for us to better understand the intricacies of the market and each potential acquisition.Those are very interesting conclusions. Thank you.。
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Case One ： Xiangjiang Wildlife Park 1 Company Introduction Xiangjiang Wildlife Park, located in Guangzhou Province, is a comprehensive project for the development of the tourism resources in Pearl River Delta and promotion of the environmental protection and investment. It combines animal and plant protection, researching, culture, tourism, science education as a whole.
1.1 Company Values: Adopt a customer-oriented mentality when providing service Treat everyone sincerely and passionately Keep moving in harmonious Enjoy happiness together 2 Background Xiangjiang Wildlife Park officially opened to the public when the Asian financial crisis had given a negative effect on China economy. The market of tourism is not optimistic during that time. However, in the first year it opened the park has created several miracles in tourism industry: Host more than 80000 tourists on the first day it opened, serve 30000 students on a spring trip and firstly achieve highest record of hosting more than 3000000 tourists by the first year it opened. The reason why Xiangjiang Wildlife Park can make such a big successis that the park has implemented proper “ IntegratedMarketing Communications ”.
Integrated Marketing Communications is the concept under which a company carefully integrates and coordinates its many communications channels to deliver clear, consistent and compelling message about organization and its products.(Kotleret al.1999) 3 The actions taken by Xiangjiang Wildlife Park 3.1Establish “wild & interesting sCenery spots which are much different from nseeldny ne— stra nge, special and in terest ing things. (1) Con struct with high start and high sta ndard. The park specialize on massive crocodile breedi ng and watch ing and characterize with large amount of free-roam ing animals features, meanwhile combining with a variety of animal shows and unique flavor and style of food. (2) Highlight the slogan "return to nature". The park replace the traditional trench heavy iron cage with glass and ditch in order to minimize the distanee betwee n huma n and ani mal, man and n ature. (3) Pay atte ntio n to en vir onmen tal la ndscape. Build n atural la ndscape perfectly comb ined with ani mals and pla nts. (4) Break the traditional monotony zoo exhibition mode and make full use of moder n tourist attracti ons ' service and en terta inment fun cti ons. The park sets up a parrot, elephant, beast performanee field, as well as the world's largest Crocodile show field. (5) Follow the consumer-oriented rules, respect the consumer's expected cost and con sumpti on habits, always pay atte nti on to reach effective com muni cati on prin ciple with con sumers and develop the park accord ing to con sumers ' n eeds.The park employed professional advertising company into the park. With the help of professi onal assista nee, the Marketi ng Departme nt and Public Relati ons Departme nt has done lots of market inv estigati on and en vir onmen tal desig n, and pla nned several in tegrated marketi ng com muni cati on activities which has brought positive sen satio nal effects. 3.2 Start from the en vir onment Accord ing to the idea "what con sumers want, what we offer" ,the park try their best to meet consumers requirements. Because the wildlife park is not the place only for people to watch rare ani mals, but also the place which allow people to relax and entertainment. Walking into the park, you can not only watch a variety of rare animals, but also can see the flowers garden, fruit decorated branches, melons hanging scaffolding, waterside pavilions, springs forest, vegetation and trees. All these elega nt sce nery make urba n people who have lived in rein forced con crete con struct ion for a long time really appreciate the n ature of the scertaery spo Establish “ wild& interesting others accord ing to tourists "Wild & In terest in g". On the basis of the moder n en terta inment and services, the park give full play to the fun cti on of the moder n tourist attract ions: There are five ani mal performa nces for visitors taking turns every day, parrots, elephants, wild beasts, tigers and crocodiles, which make the tourists open their eyes. As a result of that, the park get one more function of a circus. Meanwhile there are also many styles of fast food restaurants, a food street, a dessert gallery, as well as the Chi na's on ly crocodile restaura nt.
3.3 Focus on white tiger Several marketing studies show that locking the focus can lead to higher advertis ing effective ness. So the park come up with the marketi ng idea "just say one thing". As a result of that, the park chose the sacred, powerful and rare white tiger as its image spokesma n. The tiger-related activities have always attracted large amount of attention and aroused media' coverage. Moreover the white tiger troupe from the Un ited States makes the park eve n crowded of tourists. White Tiger image has left a deep impact on people. People will think of the XiangJiang Wildlife Park when talking about the white tiger. The park tickets and the largest outdoor post billboards among province both use the white tiger as main character.