Running head: GEEK SQUAD 1 Elements of Marketing William Daniels MKT/421 12/13/15 Michael Stutler 2 GEEK SQUAD My chosen organization is ETCB (End To Cyber Bullying). It is a non-profit organization that was founded on may 2011 with an aim of fighting cyber bullying in this modern technological era (the frequent and premeditated use of several forms of technology for example websites, email, cell phones among others by individuals or groups with an aim of harming others.) This organization inflate awareness, provide an abundance of cyber bullying information, offer approachable services and mobilize users in making an effort to bring cyber bullying to an end. It also creates worldwide social networking grounds where users feel safe (www.endcyberbullying.org). In your opinion, what are the specific key environmental forces that created an opportunity for your company? The key environmental forces that created an opportunity for ETCB organizations are; • Technology advancement. For youngsters, the ability to make use of computers and the internet is an extremely helpful skill set. More so, much of their mingling and education requires the use of electronic communication technology and internet. • Speedy increase in the development of electronic technology. The hand-held technology for example, cell phones has initiated an opening for students to involve themselves in social aggression by the help of portable devices. , Have there been changes in the purchasing patterns of your organization's target market in recent years? GEEK SQUAD 3 In recent years there have been changes in the purchasing pattern of ETCB organization’s target market. This has been due to widespread of technology and internet use by youngsters. .the fact that the internet has been fully embraced even in schools gives users unlimited chances of accessing internet. The rapid increase in the electronic technology also coerces a large number of individuals to be conversant with the use of technology. Due to lifestyle information such as entertainment activities, interest and hobbies that can be accessed through the internet also changes the purchasing patterns of ETCB target market. Conduct an environmental scan for your chosen company to identify key trends. For each of the five environmental forces (social, economic, technological, competitive, and regulatory), identify trends likely to influence your company's marketing efforts and product offering in the future. By conducting an environmental scan for my chosen company ETCB, the key trends indentified under the five environmental forces includes: • Social forces: A key trend identified here is that of being socially smart. Social technologies are all over and therefore it is wise for the company to be smart socially as users move to niche networks to bring back the society feel and intelligence to social interactions. Competition for awareness with other apps will strengthen the battle to acquire key assets from identity to news sharing, calling for drastic reinvention. The company should as well be able to embrace big data. The company should target to outperform competitors by a considerable margin. It should also help to control traffic, parking opportunities as well as energy consumption (books.google.com). GEEK SQUAD • 4 Technological forces: A key trend notable here is that of Information security. Having been faced by cyber space crimes the company should ensure protection and safety of personal data. They should also be aware of the new cyber regulations that are set trying to curb cyber crimes. • Competitive forces: Data management platforms are fundamental to understanding customer inclinations. The fact that the key to turning data to gold is the capability to manage it and makes it actionable, the company should hire skilled workers who are talented in the field (staffs that understand data, media and the most recent technology) • Economic forces: A notable trend identified here is that there will be a billion new middle-class consumers from the emerging markets notably Asia and there is therefore need to ensure value oriented products so as to satisfy these emerging markets. • Regulatory forces: A key identified trend here is that of shortages and the general emergence of fewer, bigger suppliers in the global market. Political changes by the government especially on regulatory issues will definitely affect supply chains and by extension affect the market prices. Favorable changes means favorable environment and the reverse is also true. What differentiation strategy should your company undertake to encourage their target market to choose them over other competitors? Differentiation strategy is a strategic positioning scheme an organization can embark on to set its goods, services and brands with the exception of those of its competitors. These strategies are critical in establishing competitive advantages above other competition (Conklin, 2010). 5 GEEK SQUAD Differentiation strategy that ETCB should undertake to encourage their target market to choose them over other competitors is to clearly articulate to customers advantages of their services and contrast its exceptional qualities with other competing services. This helps the customer think that an organization’s offering as being of better -quality when compared to other comparable offering. Differentiation can therefore be achieved through packaging, marketing campaigns and after marketing ensure product /service support. In your analysis, what lessons might you learn from the Geek Squad case study? In my own analysis the lesson I might learn from the Geek Squad case study includes: • Creativity can make one stand out in service industries than other. • One does not have to look for market (for ones market is any person who has a computer who is not technically interested ) • The competition more often than not is not doing anything to stand out. Nevertheless, outstanding marketing and branding do not substitute quality service at a fair price. It does not matter how brilliant you are if your services are not satisfying and your prices are extreme. What recommendations can you offer up to Geek Squad? Geek squad must ensure that the civilians are protected from technological evils that are now common by offering solutions that are appropriate, affordable and convenient to the users. Mass awareness and spreading of information on solutions available to the civilians should be a key GEEK SQUAD 6 agenda of the Geek squad to end sufferings involved in repair and maintenance of consumer electronics. Dynamic solutions on data storage and safety should be popularized to ensure that the public is aware of the rich services, products and technological advancements available through the Geek squad. Embracing digital technology involves embracing social media as a key platform of obtaining feedback from the consumers and satisfied customers will give referrals and this implies unprecedented growth will be experienced by the company. 7 GEEK SQUAD References www.endcyberbullying.org/ https://books.google.com/books?isbn=555919373 Conklin, W. (2010). Applying Differentiation Strategies: Teacher's Handbook for Grades K-2. Huntington Beach: Shell Education Kerin, R.A., Hartley, S.W., & Rudelius, W. (2009). Marketing (12th ed.). New York, New York. McGraw-Hill Education.
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