Marketing Engineering Ford Hotel Essays

Marketing Engineering Ford Hotel Essays Marketing Engineering Ford Hotel Essay Marketing Engineering Ford Hotel Essay Curso: Analisis Cuantitativo y Toma de decisiones: Fecha: 09 Marzo 2013 Integrantes: Monica Calderon Monica Chavez Monica Escobar Julio Jaramillo Sandra Saco Vertiz Case 3: Positioning the Infiniti G20 EXERCISES 1. Using the data in Exhibit 1 and the associated perceptual mapping software, describe the two (or, if applicable, three) dimensions underlying the perceptual maps that you generated. Based on these maps, how do people in this market perceive the Infiniti G20 compared with its competitors? El G20 es visto como un automovil atractivo y exitoso. Muy bien posicionado junto a otras marcas de la gama como BMW y Honda 2. Infiniti promoted the G20 as a Japanese car (basic version $17,500) with a German feel, basically a car that was like the BMW 318i ($20,000), but lower priced. Is this a credible claim, given the perceptions and preferences of the respondents? Los 2 principales competidores del G20 son BMW 318i and the Honda Prelude. Es una dificil tarea promocionar el G20 sobre el BMW 318i en alto prestigio y atractivo; este ultimo punto punto es subjetivo y los gustos del publico pueden cambiar facilmente. El prestigio del auto puede ser promocionado, pero con menor precio del G20 vs BMW, el publico podria percibir que el auto mas caro es el que mas prestigio tiene. De acuerdo a la data y en comparacion con el BMW 318i, el G20 tiene menor precio, elevado ahorro en combustible y larga garantia. Promocionar estos puntos del mercado el G20 tiene un gran valor sobre el BMW 318i es la mejor solucion y puede ser muy bien apreciado por los consumidores. 3. Which attributes are most important in influencing preference for these cars in the three segments (S1, S2 and S3) shown on these maps? To which segment(s) would you market the Infiniti G20? How would you reposition the Infiniti G20 to best suit the chosen segment(s)? Briefly describe the marketing program you would use to target the chosen segment(s). Los mas importantes atributos por segmento son: Segment 1 (S1): Hi Prestige, Quiet, Interesting, and Common. Segment 2 (S2): Roomy, Easy Service, and Sporty. Segment 3 (S3): Unreliable, Poor value and Poorly built. El mercado para Infiniti G20 serian los segments 1 and 2, porque ellos aparecen como el modelo ideal de clientes para Infiniti. Ellos comparten las mismas cualidades y estilo de auto que estamos produciendo. Adicionalmente podriamos reposicionar el G20 como lujoso, deportivo, confortable, logrando satisfacer los requerimientos del consumidor de ambos segmentos. 4. What ongoing research program would you recommend to Infiniti to improve its evaluation of its segmentation of the market and positioning of its G20? Podria recomendar a Infiniti invertir mas tiempo concentrando o mejorando los atributos menos valorados por los consumidores, a la vez que podria encontrar la forma de hacerlos mas economicos e interesantes. Ayudando tanto a mejorar su produccion, costos y a la vez mejorar la percepcion del producto de parte de los clientes. 5. Summarize the advantages and limitations of the software provided for this application. Consideramos una limitante que el programe no brinde una explicacion de los resultados, o una interpretacion de los escenarios. Como ventaja podemos considerar que nos permite visualizar el impacto de cada uno de los atributos en el consumidor, y en base a esa informacion ofrecer mejoras en el producto final. Case 4: Forte Hotel Design EXERCISES 1. Design: Using a blank Excel spreadsheet, follow Step 1 in the Conjoint Tutorial and develop a Study Design Template (MEXL==Conjoint==Create Study Design Template) for Forte, using the attributes and levels from Exhibit 1. Next, follow Step 2 in the Tutorial, Create a data collection instrument, selecting Ratings method and 1 for the number of respondents (you). When you are done, check to be sure that your sheet looks like the Forte Hotel Data (Conjoint, 1 Ratings) data set in My Marketing Engineering. Then, briefly summarize the advantages and limitations of describing products as bundles of attribute options. En este ejercicio creamos los atributos y los diferentes niveles de cada atributo, familiarizandonos con el uso de la herramienta. 2. Utility assessment: Using the sheet that you created in Question 1, rate each of the bundles, giving your most preferred bundle 100 and your least preferred bundle 0, as described in Step 3 in the Tutorial. When you are done, follow Step 4 in the Tutorial and perform a utility assessment for yourself (MEXL==Conjoint==Create Study Design TemplateEstimate Preference Part Worths). Interpret your own preferences on the resulting Part Worths Sheet. Como resultado del ejercicio Podemos interpretar que Monica prefiere la habitacion con un escritorio y prioriza el telefono al internet. Desea entretenimiento exterior para practicar actividades deportivas. Le encanta la limpieza personal y desea sus zapatos bien lustrados. Tambien prefiera acercarse al restaurant al delivery. 3. Open the â€Å"Forte Hotel Data (Conjoint, 2 Partworths)† data set in My Marketing Engineering and review the Partworths developed from the respondents in this case. Based on your experiences in completing these tasks, summarize the advantages and limitations of conjoint analysis for obtaining preference data from customers. Respondents Preference Partworths Respondents preference partworths. The most preferred profiles sum up to 100, the least preferred to 0. Respondents / Small Suite Large Room Room Office Internet access Speaker phone Attributes and Levels 0 9 11 52 13 Amanda 10 37 0 0 9 Ann 26 0 10 21 0 Bruce 8 0 22 13 25 Byron 34 0 30 0 16 Byung 45 0 16 0 2 Colleen 17 7 0 7 24 Courtney 15 0 12 0 14 Daniel 13 0 24 10 23 Dierdre 11 20 0 9 0 Elio 0 27 7 4 0 Eugene 8 0 31 8 0 Frank 20 0 14 0 7 Gabriel 0 19 5 10 22 George 14 31 0 14 0 Gina 6 16 0 0 16 Hans 0 7 47 0 8 Hector 34 0 16 6 27 Jin Hyuk Room fax 0 3 14 0 11 0 0 38 0 19 2 10 21 0 13 9 25 0 Ventajas: Permite identificar la combinacion de atributos preferidos por los consumidores. Explotar los atributos preferidos o mas valorados con un adecuado plan de marketing. Permite caracterizar perfiles de los clientes y asi poder enfocar mejor nuestras ofertas. Limitaciones: No podemos segmentar completamente a nuestra oferta hacia el consumidor (salvo que la base sea estadisticamente robusta). Requiere de un analisis cualitativo previa para identificar las variables a considerar. 4. Analysis: Open the Forte Hotel Data (Conjoint, 3 Analysis) data set in My Marketing Engineering, which has competed Steps 5 and 6 in the Tutorial for you. Follow Step 7 in the Tutorial, ((MEXL==Conjoint==Run Analysis) and assess the viability of the four specific hotel concepts that Forte is exploring for the State College area. Base this evaluation on the preferences of a sample of 40 business travelers on that sheet (Exhibit 2) and the cost estimates summarized in Exhibit 3. The base cost to build each hotel room (without the attributes and options listed in Exhibit 3) is expected to be about $40,000 for a 150- to 200-room hotel, regardless of the mix of room types. . Identify the optimal product concept from among those Forte is considering. Explain how you arrived at your recommendation. Consideramos que optimal product 1 es el concepto que deberia considerar Forte porque este le permitira una mejor penetracion en el mercado, lo cual ademas de traer la mayor aceptacion redundara en un pronto recupero de la inversion. 6. Would you recommend product concepts other than the four Forte is considering for the State College market? Expla in how you arrived at your recommendation(s). Las 4 opciones engloban el tipo de cliente que normalmente tienen este tipo de cadena de hoteles con lo cual la segmentacion esta muy bien aplicada; sin embargo podrian agregar una opcion enfocada a empresas, BtoB, que esten interesadas en utilizar el hotel como centro de convenciones que duren uno o mas dias y la empresa contratante deba hospedar a sus invitados, si bien es cierto, no es constante todo el ano, podrian tener preparada una opcion con servicios estandar y ciertos entretenimientos. Podria llamarse Business 1. 7. Summarize the major advantages and limitations of a conjoint study for new roduct design. What conditions favor the use of this approach in the hotel industry? (Consider such factors as types of customers and market conditions in responding to this question). Este modelo le permite a la industria hotelera saber la valoracion del mix e atributos valorados por el cliente y de esta forma tener una propuesta enfocada en el publico objetivo al que se dirige, ademas l e permite saber, en la medida que disponga de informacion de los otros hoteles, en que segmento tendria mayores probabilidad de tener una mejor aceptacion. Sin embargo el uso de esta herramienta requeriria de un alto costo de inversion inicial en investigacion de mercados, ya que exigiria la realizacion de una encuesta que permita contar con datos para la evaluacion. Case 5: Durr Environmental, Inc. – Air Pollution Control Systems Durr faced the following questions: 1. Is it economically sensible to enter the US market? 2. If so, what would be the best offering to make? 3. Would it be better to provide two different offerings? If so, what should they be? 4. Which segment(s) of the customers should they target, with what selling proposition for their new offering(s)? Provide a business case to address these issues. Assume the following: The business must generate marginal revenue of $4MM/year to justify entry, and it will cost Durr an additional $3MM/year to support a second offering. 1. Modelo de Negocio: Tamano del Mercado * Participacion del Mercado *Margen de Contribucion Segun la premisa debemos justificar mas de US $4MM para justificar la entrada al mercado. Tamano del Mercado: Market research indicated that there would be about 300 units of that size sold in the US each year over the next decade. Participacion del mercado Margen de Utilidad: Producto Servair= 200K + 200K + 10K + 70K – 300K = US $180K Producto Premier= 200K+200K-170K+0+0= US $230K Producto Base =200K+0+0+0=US $200K Conclusion: Para Servair == 300 * 0. 1877 * 180 = US $10. 1 MM Para Premier = 300 * 0. 1433 * 230= US $9. 8 MM Para Base = 300 * 0. 0889 * 200=US $5. 3 MM Dado que los 3 escenarios son mayores a los US $ 4MM, podemos ingresar al mercado con cualquiera de los productos. Cada uno de ellos nos permitira mayor o menor ganancia segun nuestra apuesta. 2. If so, what would be the best offering to make? Luego analizamos por cada tipo de producto. Segmentamos por Producto 1: Y ahora segmentamos por Producto 2: Sugerimos el producto Premier DX porque tiene mayor probabilidad de aceptacion y por ende nos permite ganar mercado mas rapido. Maximizar beneficios y asegurarnos posicionamiento de marca. . Would it be better to provide two different offerings? If so, what should they be? Recomendamos ingresar solamente con el producto Premier, dado que lograriamos mayor participacion de mercado, un mayor nivel de beneficios e incluso eliminar un competidor. Sin embargo, si quisieramos incorporar un segundo producto sugerimos que sea el primero, pues pese a tener una menor contribucion marginal que el tercero tendriamos mayor probabilidad de aceptacion y por lo tanto tendriamos menor exposicion al riesgo. . Which segment(s) of the customers should they target, with what selling proposition for their new offering(s)? Podrian ser empresas que tienen un alto sentido de responsabilidad con el medio ambiente y desean ejercer control del sistema de emision de gases de manera eficiente. Prefieren invertir en un buen sistema y asegurar un contrato de servicio, para evitar quedarse sin soporte ante algun inconveniente.

How To Make A Telemarketing Complaint

How To Make A Telemarketing Complaint    The Federal Communication Commission has released specific steps consumers should take if they have put their phone numbers on the National Do-Not-Call Registry and are called by telemarketers on or after October 1, 2003. The Federal Communications Commission (FCC) and the Federal Trade Commission (FTC) share responsibility for enforcing the National Do-Not-Call list.   If You are Called by Telemarketers, You Can Do the Following If you have registered your telephone number on the National Do-Not-Call list, tell the telemarketer that you are on the list. Make a note of the time and date of the call, and the identity of the telemarketer for your records. You will need this information if you elect to file a complaint; OR If you are not registered on the National Do-Not-Call list, you can still instruct the telemarketer to place you on its company-specific do-not-call list if you do not want to receive further calls from that company. For your own reference, make a note of the date and time you asked to be put on the company-specific list. Having this information may be helpful if you get called again by the same company and wish to file a complaint with the FCC; OR Explore whether your state has its own do-not-call list. Contact your State Attorney General or State office that administers the list for more information. Filing a Complaint The FCC and the FTC will both accept complaints and share information, so consumers may file complaints with either agency. In addition to complaints alleging violations of the do-not-call list, you may also file a complaint against a telemarketer who is calling for a commercial purpose (e.g., not charitable organizations). The telemarketer calls before 8 AM or after 9 PM; OR The telemarketer leaves a message, but fails to leave a phone number that you can call to sign up for their company specific do-not-call list; OR You receive a telemarketing call from an organization whom you have previously requested not call you; OR The telemarketing firm fails to identify itself; OR You receive a pre-recorded commercial message or robocall from someone with whom you do not have an established business relationship and to whom you havent given permission to call you. (Most pre-recorded commercial messages are unlawful, even if no do-not-call request has been made). How to File a Complaint For consumers who registered their numbers before September 1, 2003, those registrations have taken effect, and consumers may file a complaint at any time if they receive telemarketing calls. For those consumers who registered their telephone numbers after August 31, 2003, the registration takes 90 days to become effective, so those consumers can complain about calls that they receive three months or more after their registration. Complaints should be filed online on the FCCs Telemarketing Complaints web page. Your Complaint Should Include name, address, and telephone number where you can be reached during the business day; the telephone number involved with the complaint; and as much specific information as possible, including the identity of the telemarketer or company contacting you, the date on which you put your number on the national Do-Not-Call registry or made a company-specific do-not-call request, and the date(s) of any subsequent telemarketing call(s) from that telemarketer or company. If mailing a complaint, send it to: Federal Communications Commission Consumer Governmental Affairs Bureau Consumer Inquiries and Complaints Division 445 12th Street, SW Washington, DC 20554 Consumer Private Right of Action In addition to filing a complaint with the FCC or FTC, consumers may explore the possibility of filing an action in a state court. Preventing Unwanted Calls In the First Place Filing a complaint after the fact can help, there are steps consumers can take to at least reduce the number of unwanted telemarketing phone calls they receive. According to the FTC, adding a phone number to the more than 217 million numbers already on the Do Not Call Registry should stop â€Å"most† unwanted sales calls. The Telemarketing Sales Law allows political calls, calls from charitable organizations, informational calls, calls about debts owed, and phone surveys or polls, as well as calls from companies consumer  has done business with in the past or given permission to call them. What about â€Å"robocalls† - automated recorded messages pitching a product or service? The  FTC warns that most of them are scams. Consumers who get robocalls should never press phone buttons to â€Å"request to speak to someone or be taken off the call list.† Not only will they not get to speak to someone, they will just end up getting more unwanted calls. Instead, consumers should simply hang up and report details of the call to the Federal Trade Commission online or call the  FTC at 1-888-382-1222.