Marketing Essays for University Students

Marketing Essays for University Students

Marketing Essays Benefits: If you’re a marketing student then you’ve undoubtedly experienced a hectic schedule at university. You have assignments that are due and you know you’re going to be burdened with more academic work before you complete your degree. You could drive yourself insane trying to get everything done or you could buy a marketing essay to help you along.

Marketing is Important

Marketing is of course incredibly important to business. If the marketing of something is bad then people won’t even know it exists. Even companies that don’t sell things require marketing to spread the word. As such marketing is, and will always be, valuable. Let’s look at some more. There many important components of marketing. These include but are not limited to:

Market Research: Segmentation, Positioning, Targeting and The Marketing Mix

Advertising: TV, Print, Website Banner Adverts and Social Media

Sales Promotions: Special Offers, Discounts and Competitions

Public Relations: Customer Relationship, Image and Company Reputation

Sales Retention: Attracting, Capturing, Nurturing, Converting, Delivering and Maintaining Customers

A Deeper Understanding

As you’re already aware, not all marketing textbooks offer too many practical and up-to-date examples. They can only teach you the theory behind marketing. In order to gain a true understanding of marketing you need to look at marketing essays. You need to see legitimate results people and organisations have had with experimentation. Buying a marketing essay offers you an understanding of marketing that you wouldn’t get from just a textbook.

Save Time Writing Marketing Essays

Another advantage of buying a marketing essay is that you can save some time when it comes to writing your own essays. We strongly recommend that you use any marketing essay as a study guide only and to reference all material in accordance with academic guidelines. All the information that you need is already there so you’ve cut down majorly on research time. While you can also attempt to reword the essay so that it sounds like your own work, do be aware that this is plagiarism which is against the rules. If you are caught you could be seriously penalized. It’s best to use these marketing essays as a source of knowledge rather than your own essay. That is our key strength at study-aids.co.uk – We offer pre-written marketing essays, we will not write a marketing essay for you.

Marketing Essays
Marketing Essays

Become a Better Marketer

When you buy a marketing essay and deepen your understanding of marketing you also become a better marketer; often before you’ve even graduated. Marketing is about so much more than just telling people what something is. You need to fully understand your audience, and that’s after you’ve chosen the right audience. A lot goes in to a successful marketing campaign. By reading our collection of marketing essays you not only learn more about marketing as a whole, but you learn more about what does and doesn’t work. You improve your marketing ability by learning from the practical experience of others, without the need to spend much of your own time experimenting.

Better Quality Marketing Essays

While you may find free marketing essays online it’s better to actually buy them. The ones you find for free will generally be outdated, or of a poor quality. If you really want something then it’s better to pay for it. The quality will always be much higher. If you’re interested in obtaining genuine marketing essays to improve your study then paying is always the way to go.

Below is a list of marketing material we hold in our marketing essays archive:

  • Marketing Analysis
  • International Marketing
  • Marketing Planning
  • Online Marketing
  • Social Media Marketing
  • Strategic Marketing
  • Marketing Ethics

Below are some well renowned organisations we have written about:

  • Starbucks
  • Hilton Hotels
  • McDonalds
  • EasyJet
  • Reebok
  • British Airways
  • Xerox
  • TESCO
  • Sainsbury’s
  • Etihad Airlines
  • PUMA
  • Ryanair
  • Ford Motors
  • Adidas
  • Guinness
  • Lenovo
  • Tata Motors
  • Marks & Spencer
  • Waitrose
  • Coca Cola
  • Kraft Foods

These are just some of the advantages of buying university marketing essays for us. They provide you with a deeper understanding of marketing, and you can be sure that you’re getting only the highest quality marketing essays. So if you need a little help with your marketing research don’t hesitate and visit us today.

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Example Marketing Dissertations

Dissertation Writing Tips

Best HRM Dissertation Topics For University Students

Steps to Writing Effective Marketing Essays

  1. Choose a marketing essay topic
  2. Brainstorm. Clustering works best for most people. Also, it’s a good idea to talk to other people about the marketing topic.
  3. Organize your ideas into groups of related ideas.
  4. Make an outline with three main ideas which all support your overall main idea.
  5. Start writing the marketing essay at the body of your essay (main point 1, main point 2, and main point 3) with at least one paragraph for each main idea. (Do not write the introduction or conclusion yet)
  6. Summarize the whole body (your three main ideas) in one paragraph with at least one sentence for each main idea. You can add some opinion or suggestions at the end. This is your conclusion.
  7. Summarize your conclusion in one sentence. This is your thesis statement. Put this right before your first main idea. It will be the last sentence of your introduction.
  8. Write a funnel introduction (general to specific) that ends with the essay statement you wrote in the previous step.
  9. Summarize your thesis statement in two to five words. This is your title. Put it at the beginning of your marketing essay, and don’t forget to center it. Now your first draft is finished.
  10. Put your name, class name, professors name, and date at the top left or top right of the essay.
  11. Edit your essay. Most people find it best to print it out on paper and write editing marks by hand and then enter the changes on the computer. This will be your second draft.
  12. Get a friend or professional to edit your second draft (by hand). Enter these changes and print it out again. This is your third or final draft, depending on whether you have time for another draft.

Branding Essays| Advertising Essays

Tesco Marketing Proposal

Tesco Marketing Proposal

Tesco is a multinational grocery and general merchandize retailer which is based and has its origin in the United Kingdom. The organization is the third largest retailer in the world with a global presence in more than 12 countries. The United Kingdom is the main market for the organization which has been successful because of its brand reputation and image. The organization offers products and services which are according to the customers’ preferences. Tesco has been able to create a dynamic business strategy which is based upon meeting the needs of customer segments. It conducts extensive market analysis as a means of ensuring the highest levels of efficiency and effectiveness (Blythe, 2006). It has a product diversification strategy as it has transformed itself from a food retailer to offer non-food products and services like beauty products, consumer electronics, DVDs, financial and insurance services. Tesco has also been successful because it employs technology for its robust business activities. Tesco.com is one of the highest successful online shopping portals in the United Kingdom. Technology is being used to integrate and streamline business operations and achieve operational excellence. The success of Tesco has been its ability to make accurate forecasts. Tesco needs to pursue an aggressive internationalization strategy by targeting new markets. China is a potential market which can help to achieve its business goals. This proposal will seek to elucidate the importance of penetrating the Chinese market.

Literature Review

Globalization has been a powerful social and economic force which has a profound influence on the business environment of the twenty first century. The creation of a single market has led to the development of numerous opportunities for organizations as they strive to focus on emerging economies (Beamish & Ashford, 2008: p. 76).Moreover, the nature of globalization is such that there is an emphasis on remaining profitable by taking advantage of the opportunities that specific markets offer. Globalization creates intense competition which can lead companies to reduce their costs and improve their products. Organizations under competition have to perform at optimum levels by offering superior products and services. Technological adaptation is another byproduct of this phenomenon as it can help to streamline and automate the key processes. This has further increased competition among international corporations and has allowed them to expand their businesses across the globe. In the supermarket industry, international companies such as Tesco and Walmart are some of the prominent names that have successfully expanded their businesses internationally. These expansions allow organizations to increase their presence in the market, sustain competitive advantage, generate revenues and win loyalties of customers(Blythe, 2006, Beamish & Ashford, 2008, Darwar& Chattopadhay, 2012). Their marketing strategy is based on meeting consumer demands and ensuring that they adapt within the market they operate.

The production and manufacturing capabilities of organizations are enhanced when they take advantage of low labor rates in developing countries. The results are that production costs are reduced while selling products at competitive rates which in turn can increase the market share of the organizations (Darwar& Chattopadhay, 2012, Doyle & Stern, 2006). Organizations seeking to penetrate international markets strive to increase the value of their products and services while striving to reduce the cost base (Cravens & Piercy, 2006: p. 34).The external and internal variables can play a key role in the performance of organizations as they move into international markets. Organizations must be able to have access to technology, labor, capital, logistics, and infrastructure in order to succeed. The goal of conducting business in international markets is essential since any organization that fails to penetrate markets will witness a reduction in its competitive advantages.

The huge size of the international markets means that potential customers are living abroad. Moreover, the failure to penetrate international markets means that organizations will be unable to enhance their customer loyalty and brand recognition. Serving multiple markets in a seamless fashion is important part of success. Empirical studies have sought to identify the critical success factors which enable organizations to penetrate international markets (Haji-Basri, 2012, Levy, 2012). Firstly, organizations are able to select the best market entry mode which is according to their expertise and experience. The market entry mode should be based upon conducting research of the market in an efficient and effective manner. This is important because competitors’ analysis and customers’ behaviors can help the organization in understanding the needs of the market environment.

Secondly, organizations must be willing to leverage their core competencies in such a manner that they are able to reduce costs and improve profits. A global business strategy should be customized in accordance with the conditions of the market. Adaptation to the local market means that the organization is able to create a customized marketing strategy (Doole & Lowe, 2005: p. 76).Thirdly, the organization must be able to implement innovation at multiple levels. This approach is beneficial since it will help the organization to attain strategic competitive success. Finally, it is important for organizations to develop the robust frameworks that can enable them to create flexible, agile, and scalable business structures (Doyle & Stern, 2006: p. 93).The use of multiple strategies is important for success as it will lead to long term innovation that will benefit the entire organization.

Research Methodology

Research is defined as the process of investigating new phenomenon and validating existing theories and frameworks. It seeks to understand the theoretical assumptions behind specific studies by challenging them or modifying them. Selecting the appropriate research methodology is important part of the process. Primary research for this report will be carried out through a questionnaire which will be emailed to the business unit managers of Tesco. The benefits of primary research are that it enables the researcher to directly participate in the process. Moreover, the results can be quickly obtained through the questionnaire method. This method can save significant time. Secondary research for this report will be carried out through the systematic analysis of existing studies related to marketing and global business. Specifically, the studies will be selected based upon their relevance, reliability, and authenticity.

Secondary research is beneficial in many ways. Firstly, it helps to reduce time as existing studies can be employed for success. Secondly, it uses the vast literature in order to create a theoretical framework which can be beneficial in answering the research aims and questions of the report. Thirdly, secondary research helps the researcher to have access to resources in an efficient manner which will be used to solve the research problems (Levy, 2012).

Organizational Strategy and Market Characteristics

Empirical studies have found evidence that grocery sales in China are estimated to be around £600 billion in the year 2013 (Zhao, 2014: p. 184). There are 221 cities in the country which will witness an increase in population by the year 2025 (Zhao, 2014: p. 184). Moreover, urban dwellers are the largest customer segments which offer significant market potential for organizations like Tesco. Shopping malls are now popular places for supermarkets. The impressive standards of living among the middle class have enabled Chinese customers to focus on higher quality of life. This creates superior business opportunities for organizations like Tesco that are working in the retail market. Household spending on healthcare, transportation, and telecom services have doubled as compared with the last decade. The indicators prove that the customer segments have disposable incomes that allow discretionary spending. Tesco’s strategy in China can be based upon its key competitive advantages (Tesco PLC, 2014).

Branding and reputation are the key attributes of the organization which helps it to achieve core strategic advantage. Careful branded packaging and promotion can generate excellence value for Chinese customers (Zhao, 2014: p. 184).Supply chain management and logistics in China should be able to respond to the dynamic and complex environment by enabling Tesco’s management to make accurate forecasts. Technology can be used to maintain inventory and assess business transactions. This will help the management to make forecasts about the entire environment through the use of innovation and creativity (Levy, 2012). ICT technologies can help the organization to play a critical role in business strategy formulation. Creating value for customers and offering products that are difficult to emulate can be the core strategies in China provided Tesco is able to understand the dynamics of the market.

Tesco Marketing Proposal
Tesco Marketing Proposal

SWOT Analysis

Strengths

Tesco has transformed itself into an international retailer that sells food, clothing, household products, banking services, and others. The traditional market of the company has been the United Kingdom but in the past ten years, it has sought to expand into different international markets. International expansion is considered to be vital for the growth of the company as it helps to diversify income streams and enables it to take the advantages of globalization by using an efficient and effective marketing strategy (Zhao, 2014: p. 184).The competitive strength of Tesco is that it is the third largest international retailer in the world. The growth rate annually has been projected to be around 12% since the past decade. Strong partnerships with suppliers and other partners help the company to offer products and services in different markets. An effective supply chain management system helps the organization to manage its operations in a lean and flexible manner.

Weaknesses

The international expansion strategy of the company remains weak as compared with that of its competitors. Product diversification is a weakness because the profitability can be impacted because of bad debt from credit cards. Tesco has inexperience in certain growing markets like smart phones and tablet PCs. New web technologies and IT require investments which can streamline and automate the core processes (Imrie & Dolton, 2014: p. 84).

Opportunities

There are different opportunities for Tesco which can move into various product categories like digital entertainment, smart phones, and tablet PCs. Foreign markets like China, Malaysia, South Korea, and others offer significant business potential for the entire organization. Online shopping can be enhanced as a means of ensuring robust success within a short period of time. Increasing value proposition for existing and new customer segments can be a beneficial strategy by the organization as it can lead to the highest levels of efficiency and effectiveness (Tesco PLC, 2014).

Threats

Tesco can face significant threats from local and international competitors. Furthermore, the economic recession has reduced the spending power of customers which means that there can be a reduced profitability for non-food products and services. International expansion is a good option for Tesco but each country has different levels of regulation and laws which must be complied by international organizations in order to achieve critical success within a short period of time (Imrie & Dolton, 2014: p. 84).

PEST Analysis

Political Factors

The political factors inside any country can be related to taxes, legislation, and country stability. China is a rapidly emerging economy which has pursued investor friendly business policies. There is an increased demand for retailers which can help to create jobs for the local population and improve the local economy. The Chinese government is authoritarian in nature but it has been pragmatic enough to pursue policies which can help it to remain integrated with the overall global markets (Dowling, 2006: p. 91). Political stability in China is relatively high which offers a congenial environment for foreign investment. This is important because it helps to ensure the highest levels of efficiency and effectiveness.

Economic Factors

The economic factors are concerned with the costs, profits, and prices that a company must take into consideration while operating in a foreign market. The goal of the company should be to conduct an internal and external analysis which can be used to understand the dynamics of the market. China’s rising middle class enjoys highly disposable incomes which makes them one of the largest customer segments in the world (Ferrell & Hartline, 2007: p. 98).Furthermore, the middle class has awareness and perception regarding foreign brands which is considered to be part of their affluent lifestyle.

Social Factors

Social factors exert a profound influence on the purchasing behaviors of customers. Tesco needs to take into account the social and demographic changes which have taken place in China in order to formulate a robust and dynamic strategy for change (Hooley & Piercy, 2008: p. 123). The goal should be to create efficient and effective approaches which can be used to penetrate the market. Food and non-food items can be introduced in the Chinese market in accordance with the dynamics of the market. Customers in China have high levels of awareness and perception regarding foreign products.

Technological Factors

Operating in any market means that companies should be able to focus on operational excellence and competitive advantage. Technology helps to achieve this critical goal with the focus on achieving long term market share. The goals of companies like Tesco should be to make investments in technology which result in efficient business processes and help to provide real time data to the management which can be used in the decision making processes. Outlets should employ technology to reduce waiting time for customers. RFID can be employed for inventory management. Communication systems can be used to link main office with various outlets for making decisions and obtaining real time information (Hooley & Piercy, 2008: p. 123).The use of an integrated strategy can help to accomplish the critical goals within a short period of time.

Conclusion

Tesco is the third largest retailer in the world which has been achieved because of its core competencies. The core competencies of the organization have included the ability to successfully develop a core business model that is flexible and adaptable in accordance with the competitive nature of global markets. Strategy formulation in Tesco is based upon the use of market research which helps to achieve efficiency and effectiveness. A complete internal and external analysis is conducted by the organization in order to achieve its critical targets within a short period of time. Tesco’s strategic growth model seeks to focus on cost and product differentiation as mixed strategies that enable future growth and development. China is an attractive market for internationalization because it will help Tesco to take advantage of the business opportunities. China’s middle class segments have increased with highly disposable incomes. Moreover, Chinese customers are spending on clothes, luxury products, healthcare, and others as part of the drive to improve their quality of life. This helps to ensure the success of the retail market. Tesco can take advantage of the Chinese market by using a systematic and calculated approach. It needs to use its core competencies which can be adapted in accordance with the local market conditions. Moreover, it needs to focus on using its core competencies as a means of ensuring the highest levels of success within a short period of time. Technology can be used to maintain inventory and assess business transactions. This will help the management to make forecasts about the entire environment through the use of innovation and creativity. ICT technologies can help the organization to play a critical role in business strategy formulation. Creating value for customers and offering products that are difficult to emulate can be the core strategies in China provided Tesco is able to understand the dynamics of the market.

References

Blythe, J. (2006). Principles and practice of marketing. London: Cengage Learning.

Beamish, K. & Ashford, R. 2008. Marketing planning. London: Elsevier Science

Cravens, D.W. & Piercy, N.F. 2006. Strategic Marketing. 8th ed. New York: McGraw Hill.

Dawar, N. & Chattopadhay, A., (2012). Rethinking Marketing Programs for Emerging Markets, Long Range Planning 35: 457-474 (2002).

Doole, I. & Lowe, R. 2005. Strategic marketing decisions in global markets. London: Cengage Learning.

Doyle, P. & Stern, P. 2006. Marketing management and strategy. 4th ed. Harlow: Times Prentice Hall.

Dowling, G. 2006. Marketing for marketing managers. Oxford: Oxford University Press

Estrin, S. & Meyer, K. E., (Eds.), (2004). Investment Strategies in Emerging Economies. Cheltenham: Elgar Publishing

Ferrell, O.C. & Hartline, M.D. 2007. Marketing strategy. 4th ed. Ohio: Cengage Learning

Haji-Basri, M. 2012, “Marketing Research Contemporary Themes and Trends”, Interdisciplinary Journal of Contemporary Research In Business, vol. 4, no. 5, pp. 17-24

Hooley, G., Piercy, N.E. & Nicoulaud, B. 2008. Marketing strategy and competitive positioning. 4th ed. Essex: Pearson Prentice-Hall.

Levy, SJ 2012, ‘Marketing management and marketing research’, Journal Of Marketing Management, 28, 1/2, pp. 8-13, Business Source Complete, EBSCOhost, viewed 25 January 2015

Zhao, S. (2014). Analyzing and Evaluating Critically Tesco’s Current Operations Management. Journal of Management and Sustainability4(4), p184

Imrie, R., & Dolton, M. (2014) From supermarkets to community building: Tesco PLC, sustainable place-making and urban regeneration. Sustainable London?: The future of a global city, 173

Tesco PLC (2014) Tesco PLC Annual Review and Summary Financial Statement 2012. Tesco PLC. Retrieved 26 January, 2015

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Public Relations Dissertation

Public Relations

In society, in all platforms of work and life, the application of public relation as a job as well as a term is considerably significant. Similarly, the importance of public relations as a vital form of communication cannot be neglected. The core purpose of public relation is to generate concrete public image through a communication model. Thus, the whole country obtains a positive image as a tourist destination and this aspect of public relation is the most beneficial for the tourism industry.

The period of economic recession turns the attention of various countries towards the promotion of travel and tourism industry. A new marketing approached was devised to attract more and more tourists for a specific destination. Obviously, tourists travel to a familiar tourist destination, in this regard; the modern perspective of tourism marketing plays a vital role. Nonetheless, the application of marketing tactics, techniques, and knowledge fortify the foundation for portraying an attractive picture of a specific tourist destination, which helps to motivate tourists and develop comparative advantages.

Marketing mix is an inseparable part of promotion, which facilitates marketing for the growth of the destination. Likewise, in the promotional mix, public relation underpins the several weak spot of the tourism business. Clearly, public relation is an arresting and consistent approach depicting the product and pulls the attention of guests towards a specific destination through a gaining and competent method.

However, despite understanding the impressive importance of public relation, no mandatory attention has been put forth, at national and international level, by the present and past researchers. Moreover, in tourism about public relation very brief material is available, which is comprised of very few articles and manuals. In addition, no authentic textbook or scientific publication has been written regarding the importance of public relation in tourism. Nevertheless, more emphasis has been given to marketing in tourism; thus, public relation has been treated as a segment of promotion and marketing.

The public relation theorists and the marketing theorists have a contradiction between them regarding the status of public relation as a branch of marketing or as an individual separate subject. The public relation theorists think that owing to the public relation’s large scope it should be treated as separate subject. The American public relation researchers have given this classification of marketing tools.

The current paper has been organized in the following manners:

  • Introduction
  • Basic theoretical postulates about marketing of a tourist destination and its relation with the communication of the market
  • Public relations
  • The utilization of media in public relation for travel and tourism exposure
  • Conclusion

Public Relations Definitions

BIPR (The British Institute of Public Relations) describes public relations as maintaining common consideration between an organization and its publics through purposeful organized and continue endeavor for establishment is public relations. According to the definition, public relation is not a random activity instead; it is designed and structured on considerations of an organization and its publics. Thus, public relation is comprised of outcomes, analysis, expectations, considerations, attention and research.

To start just the plan is not sufficient a continued endeavor is mandatory. The purpose of plan must be achieved logically. However, when circumstances are not favorable such as poor economy, volatile politics and similar aspects the target becomes more difficult.

PRSA (The Public Relations Society of America) defines public relations, as the purpose of public relations is to develop and generate common motives among institutions and groups.

The book “Effective Public Relations” is measured the bible of public relations in America. It is written by Cutlip, Center and Broom (1985) describes public relations as, public relations is a function of management that maintains, recognizes and institutes common advantageous attachments between an organization and its publics, obviously, the success of an organization depends on publics. Conversely, most of the organizations never feel that their success depends on the common association with publics. If the organizations neglects the fact of importance of its publics they cannot grasp the real success in business.

In his book, Frank Jefkins (1993), a British author explains public relations, to obtain goals related to common concerns public relation provides planned communication between an organization and publics inwardly and outwardly. This definition depicts a two-way communication inward and outward between publics and organization underpin through common purposes.

Variation In Public Relations

Nowadays, the approach of public relation has transformed significantly and has various functions. International Public Relations Association, which was founded in London in 1950, these Public Relations are comprised of organized, resolute and continued working through maintaining and establishing common consideration between an organization and its surroundings and the surroundings of an organization is public (www. Ipra.org).

Public Relations Dissertation
Public Relations Dissertation

In the language of tourism, the description and parameters of public relations and its meaning have been defined as “in tourism the perception of public relations points towards all the functions implemented a tourism offer, for generating, in the public a positive opinion regarding all the functions, services, targets of the work, and work. Thus, public relation is an organized, pre-planned and mindful function that can affect the public pertinently (Senečić and Vukonić, 1997).

Moreover, it is important to recognize public relations as a different form of communication while describing the concept of public relations.

Public relation has been often classified under marketing through marketing and marketing communications theorists (Kotler, Bowen and Makens, 2001); however, public relations theorists (Cutlip, Center and Broom, 2003) observe it as a different management category. In any circumstances, on marketing process the effect of public relations cannot be denied.

In addition, there is a wrong perception about public relation that it is always classified in the group of advertising, publicity and media relations.

According to Deuschi (2007) who defines public relations, it is a function of management, which utilizes mutual communication and works to facilitate the public with the purpose to affect the opinion of the public; moreover, its purpose is to obtain concern and recognition for the organization.

The Association Of Marketing And Public Relations

Conversely, marketing is considered as a function of management, which directs and organizes all the activities of business by engaging the evaluation of the requirements of the customers and, thus, transforming buying power into a concrete demand for a specific product. Thereby, make it possible for the consumer to have it, thence, accumulating profit and obtaining different goals of business (Weber and Boranić, 2000).

However, without public relations marketing process cannot be perceived. Both the functions are very arresting for the growth of business and only their inter-connectivity make it real excellent outcomes for business.

Mostly marketing, communication, and marketing approaches have various kinds of public relations. The only dissimilarity is the targeted public as public is communicated directly. Nonetheless, the target public can vary according to the activity.

Specifically, for the current paper the author has chosen an outline from the most common kinds of public relations regarding tourism. They have been devised and separated by Black (2003) into fundamental categories, and this is comprehensively encircling all the important detail related to the target public within tourism destination scenario. They have been mentioned below:

  • Internal public relations
  • Association with state administration and government
  • Domestic public relations and community associations
  • Consumer attachments and international public relations
  • Publicity and media relations

The Principles of Malvin Sharp

A deep understanding of public opinion is necessary for a public relations practitioner. The understanding helps him/her to comprehend the variation of public opinion, he/she can recognize opinion leaders who have formal and informal opinion and he/she can develop a relation with them through particular messages. For maintaining favorable public opinion, Melvin Sharp (2000) devised the following principles to guide organizations:

  1. Although technology is accountable for the segmentation of current society, yet it can be implemented to access publics.
  2. For both external and internal publics the management of an organization’s communication is mandatory to make sure precise and appropriate comment because transformation, adaptation and adjustment are necessary for durability.
  3. According to law and social rights all stakeholders have the right to have all the information regarding decisions, which can affect directly or indirectly them; thus, accurate information should be provided for the welfare of all.
  4. The opinions and attitudes of the public, in complete operational atmosphere, is the base of social and economic strength of an organization.

Critical Elements of Public Relations

Wilcox, Ault and Agee (1998) have recognized seven practical and critical elements of public relations. These are very helpful in monitoring public opinion in public relations:

  • Advisory committees: The committee is inclusive of prominent citizens to offer advice regarding policies, public relations programming and concepts.
  • Staff meetings: To impart knowledge and experience through sharing the obtained knowledge of informal research through staff meetings is a good practice.
  • Sampling/polling: For the organization and its policies a deliberate and organized research regarding the attitudes and interests of public is polling.
  • Telephone calls and letters: After tracking the patterns that might be helpful for essential changes in company policies this genuine source emerges.
  • Media reports: These can be obtained after monitoring the media for editorials, OP-Ed pages, and letters to the editor and through news stories.
  • Field reports: Sales people, customers and various patrons submit complements, suggestions, questions and complaints, which can be achieved through field reports.
  • Personal contact: Friends, company employees, customers, opinion leaders, consultants, and business associates are the people that can be accessed easily through a phone call or by obtaining an appointment.

Destination Marketing and Public Relations

In destination marketing and in promotion of tourism, the author of this paper has researched extensively and has discovered that public relation is a noticeable segment for promotion of tourism, which influences directly all the functions of travel and tourism. Moreover, community tourism organizations and national tourism organizations during organizations of marketing management of destination can take advantage of public relation for making an effective strategy.

Conclusively, the importance of public relation is undeniable, in this regard; the following hypotheses have been tested:

  1. The application of public relation is not in the right direction
  2. Public relation has a separate identity and is different from advertising
  3. For promotion of a tourist destination regarding destination marketing it is very helpful

The clarification of the concept is necessary prior to describe the demand of public relations within the parameters of tourist destination marketing. Marketing of traditional product is considerably dissimilar from marketing in tourism. In the features of supply and demand, this vital variation is hidden. Tourism is a type of service according to Mill and Morrison (1985), “What is sold is a non-material experience, and not material goods, which may be tested before use“(Cited Moutinho, 2005).

For the application of marketing in tourism, two methods are implemented. (1) For utilizing and establishing marketing as a foundation of business guiding principle for individual companies are accumulating advantages/profits through tourism market; (2) in utilizing and establishing as supporting force to business strategy, which is at the scale of an individual unit provides a fundamental approach regarding placements of organization through tourism (Senečić and Vukonić, 1997).

Stakeholders and Public Relations

According to the association with the organization, not many efforts have been made to recognize stakeholders, specifically, in public relations literature. Nonetheless, some segmentations of stakeholders are very simple such as internal and external publics. The best efforts to recognize all stakeholders through the public relations literature were made by Grunig and Hunt (1984) in their linkage model. To recognize relationship’s of stakeholders with an organization this model has four linkages normative linkages, diffused linkages, functional linkages, and enabling linkages.

The relationship between public relations, stakeholders theory and stakeholders management provide guidance in recognizing publics and important stakeholders. However, it is critical to know how much attention should be given to each stakeholder or how much they deserve.

Moreover, usually, public and stakeholders’ terms are implied as they are same but this is a vague concept. In the public relations and different literature of mass media public is recognized according to their association with the message while stakeholders are recognizes in business literature in line with their association to an organization (Winn, 2001).

The most popular definition of stakeholders is Freeman’s definition who states that if a person or groups of persons is affected by any action of an organization or they can affect the performance of an organization are called stakeholders (Freeman, 1984).

Media, Tourism and Public Relations

According to the freedictionary mass media represents the ways of communication that can easily access to great number of people quickly. The mass media means may be radio, magazines, newspapers television etc. To observe behavior, perceptions, beliefs and values of people sociologists study mass media. For instance, mass media impart knowledge about social evils and dangers such as young people learn how and with whom to have sexual relations because it may be dangerous due to the fear of AIDS. Mass media has immense power; it can turn loyalty of people against and in favor of political leaders. Several movements in the history are the contribution of mass media (chegg).

Inventors and modern technologies have made the media of current age inseparable part of human lives. The significance of media is undeniable and the impact of media on human lives is long lasting.

Television is the most common source of media. It is an important part of every household. Children of current age cannot live without watching cartoons and their favorite programs. They watch television without tiring for hours. These impressions of television screens become their friends and dreams. When they grow up and start going to schools their eyes catch the images of magazines and popular newspapers. Some of the images remain commit to their memories for years and some efface very soon.

The topic of media is very interesting and one can read it and define it for hours. There are several hot topics that attract the audience, obviously, everybody has a different taste and interest; therefore, people choose specific newspapers and magazines for their study. The dissimilar interests of people are politics, showbiz, sports and many more. The subject of media is very intricate and it has perceptible distinctions according to country, culture and politics.

Tourism is fragmented and intricate industry; it has several dimensions, which perform their roles in hotel chains, tour operators and air carriers. Therefore, smaller organizations at regional and local standards and national organizations have to solve their issues regarding planning, promotion and research at the national standards (Moutinho, 2005).

Certainly, the tourist destination marketing as an activity of business and philosophy of modern business attach the destination product to the market and, which occurs at two occasions: at the level of the organizer’s offer and at the destination altitude. In the present paper, the stress will be given on the destination altitude as the activities of marketing are, usually performed, at a lower level, by tourism organizations and by national tourism organizations.

In the marketing process, the most significant aspects are communication with the market. Kesic (2003) there are two fundamental approaches of communication:

  1. Mass communication
  2. Mutual communication

Mass communication is related to the media just as a liaison within the process of communication and it is generally points towards mass communication. According to Meler (1999), the promotional activities can be segregated into classified large groups.

  1. Fundamental promotional activities such as publicity, public relations, personal selling, sales promotions, and advertising.
  2. Derivative promotional activities such as “word of mouth” advertising, customer services, packaging, and designing.

The most liable bodies are community tourism organizations when at the destination level the communication/promotional mix and its function is considered. However, when the promotional activities are related to other countries, it would becomes the liability of the regional organizations and national tourism organizations along with local organizations because they are familiarized the domestic market and community.

In practice, the tourism workers implement all type of the communication or promotional mix. Nevertheless, most of the researchers and authors suggest that the utilization of public relations, promotions, personal selling and advertising are the fundamental of promotional mix and they are enough for the purpose.

When an organization utilizes editorial, stories, interviews and different kinds of writing material to promote a specific service or product to inform the public; it implements publicity. Through media coverage a product or service is highlighted. Definitely, this is the most vital and cost curtailing method to attract public.

The implication of publicity in travel and tourism is very common. It guides and motivates travelers and provokes them to choose one travel destination over another travel destination. Moreover, it is not just like paid advertisement instead it is an unpaid proposal. The characteristics of publicity are to provide information regarding a specific product or service. An effective publicity leads the customer to bookings and enquires.

The word media has countless meanings. It covers a variety of niches such as radio, television, internet, newspapers, magazines etc. Apart from common media after the arrival of Web 2, which is known as social media that is also an effective media for publicity? However, to select right media for the product promotion requires research and understanding of the market. It is the first important step to promote any product among customers. The organization or related staff has to identify the most popular media for the promotion of their product.

After the launching of the product publicity thorough any medium, the organization has to view the advertisement and judge its audience reaction regarding the product. This approach helps to recognize any flaw in the ad because mistakes can be made. Moreover, the organization recognizes the uniqueness or commonness of their product and it also identifies whether the selected medium can reach to the targeted audience or not.

During a survey regarding the assessment of the impact of social and other medium of publicity that are being implemented in the practices of public relations it was revealed that each year the medium are increasing. For some businesses, Facebook is considered the most significant social media in all public relations and communication endeavors apart from video sharing sites such as podcasts, electronic forums, blogs, YouTube, search engine marketing and Twitter. For organizing and managing an organization’s social media communication and blogs, public relations or communication is consistently the most important function of an organization.

In this regard, marketing is considered second, obviously. In addition, according to the practitioners of social media and other types of medium of publicity are incessantly improving their precision in truth telling, honesty, trust and credibility. Furthermore, the practitioners have observed that the new media serving effectively as a regulator regarding traditional news media and is influencing organizational and corporate culture clearness, which is enhancing a ethical and translucent culture. In addition, the people of public relations are spending more time in social media and blogging in an average workday. They are spending almost 35% of their working time in social media activities.

Social Media

 Some people still define the social media and other medium of communication similarly, though they are transforming into new approach. For any person social media is a method to include changes or improvement, assessment and commentary, via online provide and get real-time feedback, and publish digital creative content (Mark Dykeman, 2008). According to Joe Marchese (2007), there is a visible difference between traditional media per se television, radio, magazines, newspapers and social media. Although social media is not the media itself, yet it provides surrounding of conversation, consumption, distribution and discovery of the media. However, both the media have the capability to access to small as well as large audience. Nonetheless, a significant difference is cost difference of both the media, the traditional medium’s production cost is higher than the social media production cost. The social media only requires access to computer and the art of selecting and communicating with the audience.

According to the Pew Research Center (2005, 2008 & 2012), in 2008, for the first time in history people started to read news through online sources instead of traditional mass media. The American tendency of viewing information online exhibits that the trend is transforming; however, it is not surprising, for instance, now Americans subscribe newspapers only on Sunday and all other days of the week they read online.

In 1995, only 10% adult Americans were utilizing the web service; however, in 2009, 80% Americans are taking advantage of internet (Pew, 2005, 2008, 2012). In addition, the University of Southern California and its Center for the Digital Future state that the figures of Americans who are using internet are 82% (2010).According to the search results of Pew 57% of Americans have laptops and 88% have cell phones. Nevertheless, income, education, and age are the provoking factors for the utilization of internet. Moreover, in the mentioned demographic classification, recently, great increase of utilization of internet has been observed. For instance, Americans over the age of 65 almost half of them are utilizing internet 86% of them are very active and have contacts through email and 34% of them have social networks interactions. Furthermore, the younger generation is more active regarding the implementation of new technologies as compare to the older generation. The new generation use internet for specific purposes such as downloading movies, songs and books (Pew, 2005, 2008, 2012).

The most significant advantage in the internet promotion is its easy measurement because websites record the data of visitors’ quantity, their staying duration and can calculate the clicking rates. This specific feature helps the companies to assess the efficiency of the advertising campaign and what further improvement can be done for enhancement (Arkantos, 2007).

Another advantage of online promotion and marketing is its limitless boundaries; obviously, the geography cannot affect its strength and the organization can reach every customer globally. Moreover, the cost of local publicity would be greater than global publicity (UNWTO, 2005 p. 54). Thus, even local companies can reach global customers.

However, Akantos (2007) considers that online marketing has some disadvantages. Though small companies have advantage in promotion of their products through online, yet with low budget, they cannot imagine to invest in huge expensive online advertising campaigns, for instance, they cannot invest in cost per click campaign.

Moreover, the remoteness between consumers and companies makes things suspicious and worse. It is difficult to believe a product or a service, specifically, which has virtual existence. Thus, first to find reliable consumers and companies is necessary. Arkantos (2007) also considers geographical distance between seller and buyer a problem for business. Furthermore, due to countless offers and limitless information the consumer becomes reluctant in making decisions because he/she becomes confuse (UNWTO, 2005 p. 54).

Moreover, not all the people have access to internet; likewise, some of them do not have even computers. Thereby, to reach them through internet is not possible. In addition, there are people who do not use internet, for instance, the population of France is 60 million, yet juts 29 million people utilize the facility of internet (Veille info Tourism, 2007). Kotler and Bliemel (2001 p. 1212) claim that not for all products and services the online marketing is feasible. There are numerous services and products, which may not be promoted or sold through web.

However, Solis, (2011 p. 21) does not agree with other researchers. According to him, any service or device, which gets the help of internet to take advantages of conversation, is social media. Similarly, Wright and Hinson (2012) in their annual studies have observed the utilization of social media. They reveal in their findings that for public relations social media has brought positive changes, the new transforming technology has provided the power to organized communication with inner and outer audiences and, thus, facilitates the professionals. Therefore, social media has become important for various organizations and for public relations its significance cannot be neglected.

The Role of Engagement in Public Relations and Social Media

The word engagement has various meanings; however, its relation with public relations is obvious. The public relations practitioners convey engagement as a contact with any organization or conversation that helps in developing associations. The core focus of Solis’s book is engagement he thinks that one way communication is less important than two-way communication or dialogue; moreover, he emphasis the engagement of organization otherwise he suggests the organization should wind up its business (Solis, 2011, p. 2). Li and Bernoff (2008) also mentioned in their research about engagement and its relation with “conversation” and “talk.” However, Paine who wrote a book about measurement could not mention engagement in detail. Nonetheless, she accepts its significance and she describes the term of management as a number of retweets, number of comments in a blog, and numbers of visits of a visitor on a specific site.

Solis describes the arresting position of engagement. With stakeholders, it is a two-way conversation where, simultaneously, listening and engagement work together through conversation by social media platforms and this process is the responsibility of all the stakeholders. Moreover, he decries completely the obsolete conception that only one department has the responsibility of organizing and looking after the social media. However, in his book, Solis only focused Facebook and Twitter while he completely unnoticed the podcasts, blogs and Flickr. The important parts of engagement are conversation between an organization and community (Solis, 2011).

He considers that without helpful exchange, collaboration, insight and substance conversation is useless because it does not offer mutual satisfaction (Solis, 2011, p. 23). Interestingly, this important aspect is usually infringed in social media. For the benefit of engagement beyond keeping in view common satisfaction or helpfulness of their stakeholders, organizations usually take in worthless posts on their social media. In the chapter of “Rules of Engagement” Solis (2011) describes the method for engagement. Moreover, to guide foster engagement he highlights the significance of developing policies.

Solis describes the arresting position of engagement. With stakeholders, it is a two-way conversation where, simultaneously, listening and engagement work together through conversation by social media platforms and this process is the responsibility of all the stakeholders. Moreover, he decries completely the obsolete conception that only one department has the responsibility of organizing and looking after the social media. However, in his book, Solis only focused Facebook and Twitter while he completely unnoticed the podcasts, blogs and Flickr. The important parts of engagement are conversation between an organization and community (Solis, 2011).

He considers that without helpful exchange, collaboration, insight and substance conversation is useless because it does not offer mutual satisfaction (Solis, 2011, p. 23). Interestingly, this important aspect is usually infringed in social media. For the benefit of engagement beyond keeping in view common satisfaction or helpfulness of their stakeholders, organizations usually take in worthless posts on their social media. In the chapter of “Rules of Engagement” Solis (2011) describes the method for engagement. Moreover, to guide foster engagement he highlights the significance of developing policies.

The meanings of public relations are diversifying and have various shades such as recruitment campaign, political communication, propaganda, publicity etc. The Association of American Railroads first implemented the term of public relations, in 1897 (Cameron, Wilcox, Reber and Shin 2008, p.66). Nonetheless, in the scenario of communication activities the term is older than 1897 (Cameron al., 2008, p. 63). However, Newsom, Turk and Kruckberg (2007, p. 25) state that in the United States, public relations began in 1600-1799.

According to Newsom et al. (2007, p.25), states that from the beginning of civilized history some of public relations’ functions have been experienced. The experience was felt through different form of mass media such as newspaper in the 19th century, through radio in the early 20th century, and through television in the 1950s and for public relations campaigns it improved the opportunities. Moreover, different approaches of communication were practiced before the arrival and growth of the media market and for the conductions of public relations campaigns, the early practitioners of public relations have implemented these.

The most influential methods to develop a brand is public relations. During 2012, for the amplification of regional marketing campaigns of Tourism Calgary public relations have been implemented powerfully.

In communicating of the refreshed brand, public relations activities are vital because they enhance awareness and finally improve the sales. To have people listen the specific message through the positive headlines is the most reliable and quickest approach. In creative campaign finishing the key to understand behaviors through public relations is important as it recognizes the actual drivers of behavioral transformation.

Conclusion

In the current study, the impact of public relations and media has been studied extensively. Moreover, the contrast of mass media and social medai has been conducted. The importance of public relations and media is undeniable for the development of travel and tourism. Organizations related to travel and tourism can take advantages of such studies, which guide them to identify correct medium for publicity.

References

Arkantos Consulting, (2007). Le marketing d’affiliation ou Google AdSense ?

British Institute of Public relations (BIPR)

Cameron G, Wilcox D, Reber B and Shin J-H, (2008), Public relations today –managing competition and conflict, Pearson, Boston.

Cutlip, S.M., Center, A.H. and Broom, G.M. (1985),  Effective Public Relations, 6th ed., Englewood Cliffs, NJ

Charlene Li and Josh Bernoff (2008): Groundswell: Harvard Business Press

Dykeman, M. (2008). How do you define social media?”

Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Boston: Pitman Publishing

Grunig, J. & Hunt, T . (1984) Managing Public Relations. New York: Holt, Rinehart and Winston.

IFIA: Dr. Farag Moussa: Role of Mass Media and Communication in Improving the General Environment for inventive and Creative Activity

Jefkins, F. (1993). Planned Press and Public Relations. London: Blackie Academic and Professional.

Kesić, T. (2003) Integrirana marketinška komunikacija. Zagreb.

Kotler, P. And Bliemel F., 2001. Marketing Management 10th. edition, Stuttgart: Schäffer- Poesvhel Verlag

Marchese, J. (2007). Defining social media. Viewed from:

Meler, M. (1999). Marketing. Osijek: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet.

Moutinho, L. (2005). Strateški menadžment u turizmu. Zagreb: Masmedia.

MILL, R.C. And A.M. MORRISON (1985), The Tourism System: an introductory text, Englewood Cliffs, New Jersey: Prentice Hall.

Melvin L. Sharpe (2000) Developing a behavioral paradigm for the performance of public relations, PRR 26(3), 345-362.

Newsom D, Turk V J, and Kruckberg D, (2007), This is PR – the realities of publicrelations,9th ed Thomson, Belmont, CA

Pew Research Center (2005). Internet and American life project.

Pew Research Center (2008). Key news audiences now blend online and traditional sources.

Pew Research Center (2012). Digital Differences: A Report of the Pew Internet & American Life Project.

Senečić, J., B. Vukonić. (1997). Marketing u turizmu. Zagreb: Mikrorad d.o.o.

Solis Brian (2011): The End of Business as Usual: Rewire the Way You Work to Succeed in the Consumer Revolution.

University of Southern California (2011). 2011 Digital future report.

UNWTO, (2005) World overview and tourism topics. Madrid: UNWTO.

UNWTO 1999, Marketing tourism destinations online: strategies for the information age. Madrid: UNWTO.

Veille Info Tourisme Canada, 2007. – Web 2.0, vous n’avez pas fini d’en entendre parler!

Wilcox,  D.,  Ault,  P.  and  Agee,  W.  (1998).  Public  Relations:  Strategies  and  Tactics.   New  York:  Addison – Wesley Educational Publishers

Winn, M.I. 2001. “Building Stakeholder Theory with a Decision Modeling Methodology,” Business & Society, 40: 133-166.

Wright, Donald K. & Hinson, Michelle D. (2012). Examining how social and emerging media have been used in public relations between 2006 and 2012: A longitudinal analysis. Public Relations Journal, 6(4), 1-42.

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Media Crisis

The Media during a Crisis Situation

With the advent of television sets in our rooms, computers, smart phones and tablets the media has become omnipresent. Often termed as the fifth estate, importance of media in our lives has steadily risen. According to Internet World Stats, there are over 2 billion internet users in the world and the number with an access to a television is even higher (Miniwatts Marketing Group, 2012).

Social networking sites (referred to as Social Media) such as Facebook and Twitter had started as a mode through which individuals could communicate with each other. Today, it has evolved to a phenomenon through which important information can be communicated across millions of users in a fraction of a minute. Consequently, this new media has become a critical element in emergency and crisis response. Nielsen and NM Incite report that Social Media sites and blogs reach 80% of all active US Internet users. The figure for global users is not too different (Laad & Lewis, 2012). The role played by the media during Hurricane Katrina, Russian shootouts, earthquake in Japan, political unrest in the Middle East is proof to the fact that the media cannot be ignored today (Constitutional Rights Foundation, n.d.).

Role of Media in Disaster Management

The role of media is the dissemination of information (Excerpts from the Davide Commission Report, n.d.). Primarily the media uncovers and distributes / spread the information that is connected to a disaster. Answers to questions such as the number of causalities suffered from the earthquake or war? The number of displaced people and those that need refugee status are all answered by the media. Also, one can get an impression of the disaster magnitude, how to rise above the situation as well as information regarding the type of aid required, in so doing aiding in fundraising.

Media Crisis
Media Crisis

“You need to be prepared for today’s media culture, in which a tweet can become newsworthy and a news interview can become tweet-worthy” (Concina, 2013). Acknowledging the rising importance of print and digital media, the International Organization for Migration (IOM) became the first International NGO to implement humanitarian mass communication program in all of its covering areas to amass firsthand and authentic information (IOM, 2012). Furthermore, many of the disaster management organizations have formulated their own mass communication programs such as International Rescue Committee, Red Cross International, Oxfam International, US AID and UK AID.

Disadvantages of the media in a crisis

A Congressional research service report by the Federation of American Scientists illustrates that false, inaccurate or outdated information, has been circulated through social media in disasters (Lipowicz, 2011). During the Japanese tsunami, several appeals for help were repeatedly retweeted although the victims had already been rescued. An additional concern is that certain organizations or individuals may on purpose give information that is inaccurate so as to disrupt, confuse, or frustrate response efforts (Lipowicz, 2011). This can be a result of a terrorist activity or a prank. Concerns also arise on the security and privacy of personal information that is collected during a disaster response through social media (Lipowicz, 2011).

Conclusion

In conclusion, media plays a significant part in relaying information more so during moments of crisis, particularly social media with its ability to reach a mass audience within minutes. The media has a key role as well as a moral responsibility to relay information in an accurate and timely manner during a crisis.

References

Concina, F. (2013) Crisis Management – Francesca Concina | PR & Communications.

Constitutional Rights Foundation. (n.d.). The Media in Times of Crisis.

Excerpts from the Davide Commission Report. (n.d.). The role of media in crisis situations – News.

IOM. (2012) International Dialogue on Migration.

Laad, G., & Lewis, G. (2012) Role of social media in crisis communication.

Lipowicz, A. (2011) Social media: A mixed blessing for disaster response.

Miniwatts Marketing Group. (2012) Internet users in the world distribution by world regions.

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Smartphone Market Apple

Apple’s Position in the United States Smartphone Market

The smartphone market in the United States is comprised of all firms that manufacture and sell smartphone’s specifically to U.S. consumers. According to Cromar (2010. p 4.), a smartphone is a mobile phone which is run on an advanced operating system. The operating system makes a smartphone to have advanced computing capabilities such as installing of new applications and can connect to the internet.

There are five major players in the U.S. smartphone market. They include:

  1. Apple Inc. (a U.S. corporation)
  2. Research in Motion Limited (a Canadian corporation)
  3. HTC Corporation (a Taiwanese corporation)
  4. Motorola Inc. (a U.S. corporation)
  5. Samsung Electronics (a subsidiary of a Korean corporation)

This article will mainly focus on Apple’s presence in the smartphone market.

Apple’s Market Share

According to new statistics released by comScore – an analytics firm – on February 2013, Apple and Samsung have continued their two-horse race for the U.S. smartphone subscription over the last quarter of 2012 (Campblell, 2013). For three months ending in December 2012, Apple’s iPhone had maintained its dominance in the U.S. smartphone market which raised its share of the market by 2% up from 36.3% in the previous quarter. However, Samsung, the biggest competitor to Apple had experienced the most positive change over the same period by controlling 21% of the market. These two smartphone giants were trailed by HTC and Motorola, which unfortunately were experiencing declining results with market shares of 10.2% and 9.1% respectively (Campbell, 2013). The following table shows a percentage share of smartphone subscribers for the period between September 2012 and December 2012

Smartphone Market 01
Smartphone Market Apple

Source: comScore (2013)

This was a representation of 125.9 million people in the United States who were owning smartphones during the last quarter of 2012 (Jones 2013). As Apple was dominating in smartphone subscription, Google’s Android Platform operating system was leading with a 53.4 % of the market share in the fourth quarter of 2012 (Paul, 2013). This made Apple’s iPhone 5 and Samsung Galaxy SIII the bestseller in Q4 leaving HTC, LG and RIM struggling to get a share of the lucrative market.  The following table according to Jones (2013) shows a tabulation of Apple’s position in the period between December 2011 and December 2012

Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 +/-
Android 47% 51% 52% 53% 53% 6%
Apple 30% 31% 32% 34% 36% 6%
RIMM 16% 12% 11% 8% 6% -10%
Microsoft 5% 4% 4% 4% 3% -2%
Symbian 1% 1% 1% 1% 1% -0%
Other 1% 1% 1% 1% 0% -1%
Total 100% 100% 100% 100% 100%

Source: comScore (2013)

Threat Analysis

Apple’s dominance in the smartphone market for many years can be attributed to the advantage that the company takes from vital synergies that are available in its electronic ecosystem of electronics, computers and software (Comar 2012 p 31). Before the company released the iPhone, Apple already had an existing broad base of users for its iPods, computers and software like iTunes. The iPhone is a smartphone that can be easily integrated with other Apple products such as the Apple TV. It is the success of Apple’s other products that were carried over and integrated into the iPhone making it an unmatched smartphone with highly differentiated and integrated user experience.

As of 2010, most of Apple’s competitors were facing significant challenges in market share control due to Apple’s availability of a highly integrated electronic ecosystem.  However, Samsung has in the past two years revolutionized its smartphone presence in the United States making it Apple’s main competitor.  This has led to patent counter suits between Apple and Samsung being experienced in especially the last one year. Samsung has fully utilized its wide range of consumer products such as the manufacture of computer chips, PCs, TVs and printer to influence its smartphone innovation in recent years, a technique that Apple largely relied on in the earlier days.

Apple’s Weaknesses

The biggest challenge that Apple as a smartphone manufacture is facing today is the growing competition in smartphone operating system application platform. Apple smartphones use iOS which is a mobile operating system created exclusively by Apple. Over the last couple of years, Apple has been experiencing a significant long term risk in gradual loss of smartphone market share specifically to the Android platform. This trend has reduced Apple, a one-time smartphone giant, to a mere niche player in the U.S. smartphone market. The following image show’s Apple’s iOS market share as compared to other mobile operating systems for the period between January 2009 and June 2012 (Blodget 2012)

Smartphone Market Dissertation
Smartphone Market Dissertation

The Android platform that is giving Apple’s iOS a run for its money is a software stack of mobile devices which includes an operating system that is designed mainly for touch screen devices such as smartphones. Android, which is owned by Google, has played a key role in challenging the success of Apple’s smartphone by handing companies like Samsung an easy to use mobile operating system.

The reason why Apple’s smartphone market share is under siege is essentially because the smartphone market is a ‘platform’ market. Apple’s weakness here is that in a platform market, third company markets like Google build products and services on top of other companies’ platforms (Blodget 2012). In this case, Google continues to build the Android application for use by companies such as Samsung on their smartphones. Currently, Android and Apple are continuing to dominate the smartphone market with Apple’s share declining in a rapid manner in the last two years.

Another area of Apple’s weakness is its spending on research. According to Chen (2013), smartphone manufacturer, Samsung, outspent Apple by 2012 on research and development with Samsung spending 5.7% of its revenues on research as compared to Apple which has spent only 2.2% of its revenues. Research is essential, especially in a mobile based platform, since a company will always be abreast with not only emerging trends, but also reading the current trends of consumers.

Samsung’s Competition on Apple

Even though Samsung came in second in the U.S. smartphone market share, Samsung was the only company that recorded significant growth especially in the last quarter of 2012.  Paul (2013) points out that with increase in competition in innovativeness in smartphone design, Samsung’s growth rate was slightly more than Apple’s which consequently heightens the prediction of its market share results in the first quarter of 2013.  Samsung has not only been experiencing growth as a mobile phone manufacturer in the United States alone. Globally, for the first time in 13 years, Samsung toppled Nokia in the global mobile phone business on an annual basis at the end of 2012. Samsung accounted a growth of 29% in mobile phone business in 2012 which was up from 24% in 2011 (Wayne 2012).

Chen (2013) also concurs that for many years Apple has not face a challenger like Samsung, who can make very popular and profitable smartphones and tablets.   Whereas Apple is staking its success on creating new markets and then dominating them, Samsung is investing heavily on studying existing markets and coming up with new innovations inside them. Samsung’s strategy has seen the Samsung Galaxy SIII smartphone to be the first smartphone to engage on a neck-to-neck competition with Apple’s iPhone in sales (Chen 2013).

Samsung’s success over competitors like Apple and Nokia is being mainly forged by the company’s competitive edge in the smartphone sector. According to information and analytics provider HIS, on a global perspective, Apple and Samsung ended 2011 in an absolute two-horse race over smartphone market share, with only 1% separating the two (Wayne 2012) .

Business Analysis tools and techniques

There are many business analysis techniques and tools that can be used to analyze different business problems. This paper shall focus on four of the majorly used tools. They include:

  1. SWOT Analysis
  2. The PESTLE Technique
  3. The 5 Whys Technique
  4. CATWOE Analysis

SWOT Analysis

SWOT analysis is one of the most commonly used tools for analyzing and auditing the overall strategic position of a business and its environment.  SWOT is an acronym that stands for Strengths, Weaknesses, Opportunities and Threats.  For purposes of understanding the business environment of a company through SWOT analysis, strengths and weaknesses mainly focus on the internal factors while opportunities and threats focuses on the external factors.

Whereas a business cannot change the external factors affecting it, it can change the internal factors affecting its business environment. SWOT analysis do help companies for instance to understand the external environment of a business and how they can strategize on sustainability and performance.  SWOT also helps a company to identify a strategy that creates a concrete business model that best matches a company’s capabilities and resources to the environmental requirements. It is basically a foundation in which a business evaluates its internal potential and probable limitations in comparison to opportunities and threats posed by its external environment. Arguably, a consistent SWOT analysis of the environment that a business is operating enables a company to adequately predict changes in trend and also helps in factoring them in the decision making processes of the company.

Strengths

The strengths of a business are the unique qualities that enable a company, for instance, to accomplish its mission and vision. They form the basis on which the continued successes of a business are established and sustained.  The strengths of a business are what the business is well specialized in or the expertise it has, the traits and the exceptional qualities that its employees poses and the distinctive features as compared to others in the industry that gives the business its consistency.  They are simply the attributes within a company, which can either be tangible or intangible that give the business a competitive edge over others. Some of these beneficial aspects of a business may include: customer goodwill to the brand loyalty, human competencies, financial resources, products and services, etc.

Weaknesses

Weaknesses are the attributes and qualities that prevent a business from accomplishing its mission and consequently achieving its desired full potential. In SWOT analysis, these are factors that prevent a business from achieving successful results since they simply deteriorate a business’ growth. They are internal factors in a business that make the business not to meet the required standards that the business opts to be meeting. They may range from insufficient research and development capabilities as in the case of Apple Inc. when compared to Samsung Electronics, to narrow product range and depreciating machinery. Analyzing weakness assists the management in a business to know the areas in the business that need to be improved. Weaknesses precisely impact on the profitability of a business and if not well controlled, they may make a company to go out of the business.

Opportunities

Opportunities are essentially the possibilities that a business has in increasing their profit margins or improving on performance.  They are presented by the environment within which a business is operating. Opportunities arise when a business takes an advantage of the conditions posed in its operating environment to plan and execute strategies that could drive it to more profit making. Businesses have to be very keen in identifying opportunities and grasping them immediately they rise. It could be something as simple as releasing a new product line to targeting a new customer niche. Conducting a SWOT analysis on opportunities involves examining external factors to a business such as technological advancements and the state of the overall economy.

Threats

Threats to a business rise when external factors in a business environment compromise the profitability and reliability of the business. They create a vulnerability that is faced by a business when compounded to its weaknesses. They are peculiar external factors which cannot be controlled. For instance, the economic downturn of 2008 was factor that most businesses could not control. Political and social trends can also be possible threats to a business. A good example is the current social and political push for products that are more environment friendly as compared to those that are not.  An essential part in analyzing the threats of a company has to involve a look at the strengths of its competitors.

SWOT analysis is advantageous in that it presents valuable information since a business can evaluate the four elements either independently or as in combination (Nordmeyer, 2010). It also involves the integration of qualitative and quantitative data which is an essential part in formulating a business strategy. SWOT analysis is preferred by many since one is not required either have technical skills or training to conduct the analysis. This in turn makes SWOT analysis one of the most affordable business analysis tools that also requires a fairly short time to conduct.

The PESTLE Technique

The PESTLE technique is a business analysis technique that is mainly concerned with the external aspects of a business such as the environment. PESTLE is an acronym that stands for Political, Economic, Social, Technological and Legal Environment (Financez 2012).  This method is mostly used in analyzing a business environment and making market evaluations at the initial stages of the business. According to Marx (2010), the PESTLE technique primarily consists of four main phases.  These phases are:

  1. Formulating the external factors list
  2. Identifying the implications of these external factors
  3. Determining the relative importance of the impacts of the external factors
  4. Formulating alternative scenarios

Political – When generating a political-factor list, one is expected to concentrate on the key political factors that will affect a business. The taxation policy, for instance, especially during elections is one of the main political factors that a business needs to internalize and factor in its strategy analysis. How foreign policy will affect exports and imports especially to a business in such a field can also be a cognizant factor.

Economic – In this analysis, one is considered to factor the overall economic situation, the strength of consumer spending in business’ main product and service segment, both current and future government expenditure and how it may affect the economy among many other factors.

Social – When considering the sociological aspects in business analysis, it is important to concentrate on the cultural aspects that are likely to impact on the business (Marx 2010). Cultural and social trends have great influences on a consumer of any product or service. Therefore, it is important to consider factors on demography, lifestyle patterns, fashion, and work attitudes as well as religious and ethnic differences when analyzing a business environment.

Technological – This is one area that has greatly changed the lives of many people today. For a business to easily sustain itself in today’s world, it has to adequately factor technological advancements available to improve its overall performance. Having a big eye on technology is a major factor that creates a competitive edge of a business over its rivals (Financez, 2012).

Legal – Legal and political factors are closely related but for good business analysis, they are distinguishable. Current and pending legislation ultimately do have implications on a business which makes them a compulsory business analysis consideration as this technique provides. Legislation may affect employment, taxation, health and safety requirement, as much as many other aspects of a business.

Environmental – These are factors in business analysis that may have a connection with the environment. Aspects on pollution capabilities and recycling possibilities in the product and services of a company are important factors in business analysis.

The 5 Whys Technique

The 5 Whys technique is a problem-solving technique that assists one in getting to the root cause of a problem quickly (Manktelo & Carlson 2011). This method simply helps in determining the cause-effect relationship in a problem or failure event (Sondalini 2008). This technique was made popular by Toyota especially in the 1970s when they were developing their manufacturing methodology. The 5 Why’s technique simply involves looking at a business problem and asking ‘why’ and ‘what caused the problem’. In using this strategy to solve a problem, one simply starts with the end results and works backward in asking ‘why’ in a repeated manner until the root cause of a problem is apparent.

Five is a rule of the thumb and that is why this technique is called the 5 Whys technique. It is not a must for one to ask 5 ‘whys’ since one may ask more or less before finding the root cause of the problem. When one, for instance, in business is facing a certain problem, you start with a statement of the situation and ask why it is occurring. Then turn the answer to this questions into a second ‘Why’ question. The answer to the second ‘Why’ questions becomes the third ‘Why’ questions and so forth. Repeatedly asking why peels away ‘layers’ in an issue which then leads one to the root cause of a problem. When one refuses to be satisfied with an answer, this increases the odds of coming up with the underlying root cause of the problem (Sondalini 2008).  Some of the benefits attributed to this technique are:

  1. Simple – it does not require the use of advanced mathematical tools.
  2. Effective – it quickly helps to separate symptoms from causes
  3. Flexible – It can be used alone or in combination with other techniques

CATWOE Analysis

CATWOE analysis is a business analysis technique where an analyst prepares a report, that is analytical, to solve a particular problem. CATWOE is an acronym that stands for Clients, Actors, and Transformation, Worldview, Owner and Environmental constraints.  In business, it is a technique that is very useful in checking the features existing in a defined problem. The CATWOE technique is mostly preferred when identifying a business problem that requires prompting critical thinking on why it is really necessary to be solved.

Clients – The clients of a business have to be analyzed on so as to understand who are on the receiving end of the business’s products and services.

Actors – This comprises the employees who form part of implementing the business strategy or changes to achieve a desired mission.

Transformation – It comprises of an analysis of probable changes that have been introduced in a business. It also factors on the analysis of the processes involved in transforming inputs into outputs.

Worldview – In other words, this is the world view. This describes an analysis on the bigger picture that a certain situation or a problem in business fits.

Owner – Having a look on the stakeholders and identifying needs of the owners or shareholders of a business is crucial.

Environmental constraints – It includes an analysis on the external environmental factors in which a business is operating.

References

Blodget H. (2012). This Trend is very worrisome for Apple. Business Insider

Campbell M. (Wednesday, 6th February 2013). Apple and Samsung pull further ahead in U.S. smartphone market, iOS gains on Android.  Apple Insider

Chen B. (February 10th, 2013).  Samsung Emerges as a Potent Rival to Apple’s Cool. New York Times

Comar S. (November 29th, 2010).  Smartphone in the U.S. Market Analysis

ComScore (February 6th 2013). ComScore Reports December 2012 U.S. Smartphone Subscriber Market Share

Financez (2012). What is Business Analysis: 2 – PESTLE Technique

Jones C. (February 2013). Apple’s and Android’s U.S. Smartphone Market Share Continues to Increase.

Manktelow J. & Carlson A. (2011). 5 Whys – Quickly getting to the root of a problem. Mind Tools

Marx C. (July 20th, 2010). The PESTLE Strategic Marketing Analysis Technique: Compiling the list of External Factors. Yahoo! Voices

Nordmeyer B. (2010). Advantages and Disadvantages of SWOT Analysis. Houston Chronicle.

Paul C (2013). Apple top US smartphone market with Samsung second. TechBeat.

Sondalini M. (2008). Understanding how to use the 5 Whys for Root Cause Analysis. Lifetime Readability Solutions

Wayne (December 18th, 2012). Samsung displaces Nokia as Top Cellphone Brand in 2012 and takes decisive Smartphone lead over Apple.  HIS Supplier

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