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Part I 1. a. "Choose the value," is highly relevant in explaining the success of online sales for cars. When shopping for cars online customers are able to efficiently specify their needs and preferences. Customer segmentation is easily achievable due to being able to search based on their interest. The sites create a customized experience. For example, someone can filter to see only red honda accords compared to the experience of a sales person at a dealership showing different colors due to being valued more expensively. Market selection/focus is relevant due to the ability of online sales for cars allowing specification. For example targeting those who are family orientated compared to those who want something fast and compact. Value positioning occurs when online dealers showcase the value propositions of cars using detailed information, comparisons, and interactive tools that enhance the perceived value. They highlight unique selling points, such as fuel efficiency, safety features, or cutting-edge technology, positioning these values prominently.The success of online car sales lies in their ability to effectively implement the principles outlined in "Choose the value." b. The shift of car buyers from traditional dealerships to online sales is significantly influenced by the changing landscape of how consumers access and process information. The application of collecting marketing data and information is pertinent to understanding and addressing this behavioral change among car buyers. Collecting marketing data involves analyzing trends and consumer preferences. By examining online search patterns, social media interactions, and

market research reports, car manufacturers and online sales platforms can gain insights into why buyers are increasingly inclined towards online purchasing. This data helps in understanding the reasons behind this shift and allows for more targeted marketing strategies. Understanding the shift in consumer behavior is crucial. This data helps in understanding the reasons behind this shift and allows for more targeted marketing strategies. Organizations can get the information from commercial sources. Commercial sources pertain to the actual behaviors of customers in the marketplace and can get demographic and lifestyle data. ( Ferrell, Hartline 77) c. Price Transparency and Simplified Transactions is a reason why car buyers are ditching dealerships for online sales. Online services promise price transparency and make the purchasing process more straightforward for customers. This transparency allows buyers to compare prices across different models, understand fees, and comprehend the total cost upfront. The simplified transactional process eliminates traditional negotiation hurdles present in brick-and-mortar dealerships. Online platforms often provide clear, fixed pricing and straightforward purchasing steps, offering a hassle-free experience. Another reason is online services offer added conveniences such as easy financing, vehicle delivery, and even return policies. Buyers appreciate the ability to complete financing applications online, enabling smoother purchase processes. Additionally, the option for vehicle delivery brings added convenience to the buying experience, eliminating the need for physical visits to a dealership. The provision for returning cars if they don’t meet expectations or needs showcases the confidence and customer-oriented

approach of these online services. Brick-and-mortar dealerships can focus on improving transparency in pricing and simplifying their transactional processes. Implementing straightforward, no-haggle pricing models and providing transparent breakdowns of additional costs and fees would build trust and make the buying process more efficient and customer-friendly. Traditional dealerships can learn from these flexible services by providing more accessible financing options, offering home delivery of purchased vehicles, and potentially implementing policies that allow for returns if a customer is dissatisfied. This customer-centric approach could attract more buyers and build stronger relationships by providing a more convenient and risk-free purchasing experience. 2. a. Kohl’s decline in sales could be attributed to a number of factors.The power shift to customers has allowed consumers to become major stakeholders. The consumer preference and shopping behaviors make it harder for traditional retailers to meet the customer needs. Kohl’s value proposition may not align with consumers preferences and can affect Kohl’s market position as a preferred shopping destination. Massive increase in product selection also plays a factor. Kohls made several strategic partnerships to align with the doings of their competitors. An overwhelming product selection could potentially be causing issues for Kohl's. While the company expanded into athleisure wear and collaborated with brands like Nike and Sephora, a substantial increase in product selection might have led to customer confusion or diluted the focus on core product categories. b. Kohl’s should establish a defensive strategic focus for its marketing program after filing for bankruptcy. A defensive strategic strategy occurs when organizations

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implement strategies to protect their current market position and customer base. This tactic is typically used in periods of uncertainty such as bankruptcy. Kohl’s would be able to defend their current market position and block competitive threats. After filing bankruptcy, Kohl will need to implement changes to prevent any further decline. The organization will need to maintain their current customer base to not risk any loss to competitors in the retail market. Kohl’s can make a more competitive loyalty program to retain their customers. They lost customers due to the competitive pricing between them and their consumers, they might have to do a cost analysis to match their competitors. There also needs to be a focus on customer satisfaction. By focusing on providing optimal customer service the organization strengthens relationships with existing customers and prevents them from being attracted by competitors. c. In terms of “Choose the value”, I would recommend utilizing an approach that emphasizes customer segmentation and value proposition. Kohl’s marketing strategy should include reinforcing their value proposition and targeting market messages. By reinforcing a clear value proposition, Kohl is delivering a testimonial on what sets them apart from their competitors. They are detailing what would make them a preferred retailer. This could be their customer service, loyalty program, and expansive product offering. Targeted market messages, should include campaigns and advertising that meet their target audience and create a lasting impact. Kohl’s could also benefit from having customer testimonials that proves they can be a trusted brand and highlights the customer service and experience they offer online and in store. The justification in doing

this is that it allows Kohl's can differentiate itself, create a stronger emotional connection with customers, and influence their purchase decisions. Reinforcing the value aspect will play a vital role in regaining and retaining their market position. Part II 1. Question Four Of the three major environments in a situational analysis, I believe the most important in a general sense is the external environment. The external environment has a significant impact on the organization's decisions and success. The external environment impacts the internal and customer environments. This is because the external environment encompasses a wide range of factors that have a significant impact on an organization's strategic decisions and overall success. The external environment encompasses market trends, competition, regulatory changes and brand image. The external environment is crucial during situation analysis because it provides critical insights into the broader context in which an organization operates. Market trends are crucial to the situational analysis of the external environment. An organization has to be aware of emerging trends and changes in consumer preference. By understanding market trends organizations are able to proactively anticipate industry shifts and ensure their product or services meet those needs. This causes them to stay ahead of the competitors by meeting these demands timely. In a situational analysis, comprehending the competitive landscape within the external environment is vital. It provides critical insights into competitors strategies, market positioning, and industry dynamics. An organization can identify potential market gaps when analyzing their competitors. Regulatory factors impact how an organization can run their business. Organizations have to ensure they are staying in compliance

and are aware of regulatory changes to avoid legal issues. Brand image impacts the consumers perception of an organization and can influence if they chose to do business with you. This can also impact the relationship with several other stakeholders such as investors and suppliers. In the Case of ‘BP Struggles to Repair its Tarnished Reputation’ highlights the critical importance of the external environment in a situation analysis. Market trends impacted BP by pushing them to become more environmentally aware. BP attempted to position itself as a socially responsible and environmentally conscious company through its "Beyond Petroleum" rebranding. This move was a response to external market trends that favored sustainability and social responsibility. However, the Deepwater Horizon oil spill severely damaged BP's reputation and diminished the organization's efforts to be seen as a responsible and sustainable energy company. BP's attempt to differentiate itself from competitors as a more environmentally friendly company was in response to external competitors. The competitive landscape in the oil industry was influenced by market expectations of responsible environmental stewardship. The external regulatory environment played a crucial role in holding BP accountable for its actions, resulting in significant fines and legal consequences. The case highlights BP's history of safety violations and regulatory non-compliance, including the Texas refinery explosion, Alaskan oil pipeline leaks, and market manipulation, which significantly contributed to the tarnishing of BP's reputation. When the incidents occurred, BP’s brand image was tarnished. The organization was under public scrutiny for years to come. The years of work BP had put into repositioning themselves as a sustainable company had been overshadowed. The external factor of the brand image can cause a shift in consumer loyalty, how the organization is perceived, and impact other areas of the external environment. In summary, the BP case emphasizes that external factors, including market trends, regulatory factors, brand trends and competitive dynamics, can have a

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profound impact on a company's reputation and long-term strategic planning. The Deepwater Horizon oil spill serves as a stark example of how external environmental factors can eclipse even the most well-intentioned marketing and brand-building efforts, reinforcing the idea that the external environment is of critical importance in a situation analysis. 2. Question Five The Covid-19 pandemic has significantly impacted businesses. This has caused businesses to continuously monitor the market, reassess and adapt to the short and long term changes in response to the impact of the Covid-19 pandemic. This required strategic market planning to ensure success during an immense industry shift. In response to short term strategic market planning, businesses should conduct a situational analysis, coordinate goal setting and carry out immediate action. By conducting a situational analysis, this allows businesses to identify market changes, analyze consumer behaviors and understand their competitors to determine ways to differentiate themselves. The pandemic caused an immediate transformation in businesses. There was a need for an ecommerce presence. Businesses needed a website for consumers to continue business during lockdown and social media marketing to reach their audiences. There was a need to reallocate resources from traditional marketing such as physical billboards, flyers, and radio advertisements, to online channels that have seen increased traffic during the pandemic. Businesses need to set immediate, specific, and measurable goals such as increasing site traffic, online sales, adjusting product offerings to meet consumer needs caused by the pandemic and reaching different target audiences. Retention strategies can also be critical during uncertain times when acquiring new customers might be more challenging. They also must be willing to

adapt and be flexible with their goals as the customer needs and behaviors change as the situation evolves. The call for immediate action is crucial in a response to the Covid-19 pandemic. Implementing quick actions ensures that a business is not falling behind their competitors and maintains their position in the market. Long term strategic market planning for businesses is creating a long-term vision, strategic actions, and functional strategies for sustainable growth. Businesses should consider the long term effects of the pandemic when determining their vision. They should analyze market trends, consumer behavior and sustainability during and post-pandemic. When planning strategic actions, businesses should consider product or service innovations, market expansion strategies, and brand-building initiatives that align with the long-term vision. For example, the pandemic created a need for items such as face masks, hand sanitizer, cleaning supplies, and toiletry paper products during the shortage. Businesses should plan for innovative marketing campaigns and develop marketing strategies that fit within the organization's available resources, environment, and are consistent with the overall mission, goals, and objectives of the organization. Long-term strategies should be built on this understanding to create products that fit within the organizations available resources, services, and marketing campaigns aligned with the customers' needs and values. Long term strategies can include investing in extensive market research and development to understand evolving consumer behavior, needs, and preferences that align with the current state of the market. In both short-term and long-term strategic marketing planning, the emphasis is on analyzing the current and future market analysis, goal setting, actions and strategies. In response to the Covid-19 pandemic organizations need established plans to ensure they meet market conditions and consumer behaviors.

Citation: O. C. Ferrell, Michael Hartline, Marketing Strategies, Text and Cases, 6th edition

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