KT 701 Discussion Forum – Week 7 Make?up Forum
For those who missed the post deadline to the Module 4 or 5 discussion forum, you can make?up a low score by meeting the deadline and formulating a strong reply to the discussion questions listed below.
Reply to Discussion Question Due Wednesday, March 1st, by 11:55 pm. You must also attach a copy of your similarity report to your discussion answers.
Reply to at least one peer is due by Thursday, March 2nd, 11:55 pm.
Sustainable business practices are of even greater importance now than at any point in recent history. While chapter 8 briefly discusses sustainability in the context of social responsibility, this topic is of critical importance to businesses today. Sustainability ties into many concepts discussed within the text to this point including innovation, situation and SWOT analysis, consumer decision?making, corporate reputation and trust, market segmentation and targeting, competitive advantage and differentiation, and product, pricing and promotion strategy. Assignment Preparation: Read the Nielsen Report entitled, “The Sustainability Imperative” prior to answering this week’s discussion forum. Watch the videos entitled, “Profit’s not always the point” at http://www.ted.com/talks/harish_manwani_profit_s_not_always_the_point AND “Let’s go all?in on selling sustainability” at http://www.ted.com/talks/steve_howard_let_s_go_all_in_on_selling_sustainability It also suggested that you watch the following supplemental videos provided for Module #7: What has been the impact of social responsibility in marketing today” https://www.youtube.com/watch?v=k8GhPtS_fmY&spfreload=1 Discussion Questions to be Answered:
1. Select a brand (OTHER than those discussed in the videos) which has recently demonstrated a commitment to sustainability using one of three messaging strategies described on page 11 of the Nielsen report. a. Describe the product / brand you chose, identify the type of messaging strategy being used, and provide details as to the specific “sustainability” message being promoted. Does is seem appropriate? Consider the target market and other factors. Do you consider the brand or product to be trustworthy? Why or why not? Use outside research to support your analysis. b. Evaluate how well the product or brand you chose has defined a “credible, relevant social purpose, delivered greater social value” and effectively communicated that value to consumers. Has the brand been successful in attracting and retaining consumers? Why or why not? Use outside research to support your analysis.
2. Now think about the concept of sustainability from the perspective of SWOT analysis, particularly as it relates to opportunities. a. Identify a firm or brand that does NOT currently offer a sustainable product but which might benefit from doing so. Describe how a new product or existing brand could capitalize upon the sustainability trend. What recommendations would you make? Consider all aspects ranging from manufacturing, product design, promotion, pricing, etc. Justify your recommendations. Use outside research to support your analysis.
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