Marketing Management Over the Last Several Years,
In this paper, we are going to be looking at Fe'nix del Sur. This is an organization that is focused on marketing and creating ancient artifacts. To fully understand the challenges they are facing requires focusing on: the problem, the marketing decisions to be made, possible alternatives, conducting an analysis of these choices and examining the pros / cons of the decision. Once this occurs, is when we will highlight the best long term strategy.
Marketing Management - Use of 3 --
Build & defend. Improving customer service, staff attitude and behaviors are an area with little up-front cost but long-range impact. Restaurant staff will participate in an extensive training program designed to improve the customer experience in McDonalds restaurants and to enhance on-the-job satisfaction for McDonalds employees.
Explore & innovate. As some McDonalds restaurants are experiencing success with the "lodge-style" model—a model that captures several of the factors identified by customers as important, one strategy will focus on developing more of this "lodge-style" store in key locations. The stores will be closely monitored for return-on-investment in terms of increased breakfast and a.m. sales volume. Also, a focused customer satisfaction initiative will be conducted in each of these model stores.
Neutralize. The most effective way to neutralize our competitors' points of difference is to match them point-by-point. Plans to create more "lodge-style" models will go a long way toward creating a new identity for McDonalds that is categorically similar to Starbucks.
Correct, reduce, remove, or reveal. Creating healthful menus and ensuring that nutritional information is readily available for consumer review is a straightforward improvement that can be addressed without an extensive commitment of funds or delay.
Marketing management principles and practices
The controversy of Chick-fil-A CEO Dan Cathy stating he believes and supports the biblical definition of marriage and the immediate reactionary response from gay groups shows how just how divisive the issue of gay rights and marriage is in the United States. After reading Huffington Post and Washington Post, an interest paradox emerges. The stance of Dan Cathy against gay marriage and his support of organizations that promote the Christian definition of a family have become a lightening rod for gay rights activists. Reading between the lines of both articles one can't help but compare the assiduous pursuit of rights the gay activists are pursuing to the peaceful and reasoned approach of Dr. Martin Luther King during the civil rights movement of the last century. Comparing both, the gay rights activists appear to look for a slight or insult; they scour quotes from company and industry leaders looking for evidence of prejudice.
Within the context of this paradox is a huge sales windfall for Chick-fil-A. The attacks of the gay activists, instead of being presented with logic and reason as Dr. King would have done, are scattered in shotgun-like fashion across the media, where attention appears to be more important to activists than changing the sentiment of Dan Cathy. Widely perceived as an attack and with the prompting of former Governor Huckabee, the store set a record in sales during a day that was supposed to be a major boycott. This paradox just made Dan Cathy, his family and his employees – everyone involved in the company – richer, more financially stable and fiscally able to weather uncertainty. The attacks of the gay rights activists were not aimed at changing hearts and minds, it was meant to shame a conservative businessman who happens to believe in traditional marriage. Ironically when activists attack a brand people love, customers rush to the aid of the businesses they trust and admire. This is exactly what happened.