Case Analysis

MARS501 Final assignment

Date

Hallo and welcome to my presentation. My name is _____ and I will take you through my thoughts and analysis of Case 2 (KFC) and Case 5 (Toyota AYGO).

Case Study 2

Overview

KFC was battling the classic resistance to change from it loyal consumer base who were insistently complaining over the chips/fries being not to the satisfaction of customers. There was a pressing need to change the recipe for the product in the UK and Ireland markets. Pereira et al. (2019) express that customer satisfaction is among the key performance indicators in the food industry, requiring organizations to take customer feedback seriously.

The new product did very well in the research stages but ended up being poorly received in test restaurants. Particularly, the problem was because a majority of loyal customers did not approve of the changes made to the product and preferred the old chips while the vocal minority did not approve of the old product.

KFC created a change in perception by employing a marketing campaign that would enable the existing customers to approve of the new product while catering to the need of the new consumers.

To manage the transition, the challenge was to make sure that every customer group was heard. Marketing campaigns addressing the benefits of the new product failed. KFC took a risky approach that used behavioural economics by making the older chips the “monster” through highlighting the criticism and painting a picture of the new fries as the “saviour”.

By using print and digital media, criticism and abuses relating to the older product were amplified to a point where consumers turned to the new chips having been exposed to the issues of the older fries. Behavioural economics is noted by Krajnović, Sikirić, and Bosna (2018) to be a critical influencer to the decision making processes that individuals use in purchasing. Here, the use of this concept paid off as the company gained a larger consumer base in the UK and Ireland.

Marketing Concepts and the Link to the Case

There are two emergent marketing concepts that are relevant to the KFC case study. First, the consumer decision-making concept is highlighted as very important for organizations in terms of meeting the primary objective in profit maximization. In the development of the new marketing campaign, KFC realized that there was a need to alter how consumers perceived the product. Soodan and Pandey (2016) highlight the need for a company to use buying behaviour and the process of consumer purchasing decision making to formulate the marketing mix. In the case study, KFC’s new product was problematic to two consumer groups as noted earlier. Those resistant to change wanted no alterations to the product while the vocal minority were unsatisfied with the old chips/fries. Therefore, the company settled on making a new product and using the promotion segment to create attention and to shift the perception of the loyal group of consumers. Behavioural economics were used to create a psychological campaign that would alter the perceptions held by the existing customers while ensuring new consumers were satisfied with the new product.

The second marketing concept that the case used is the idea of advertising. The objectives of advertising and the appeals used by an organization to meet advertising needs are explored. Advertising is presented by Cole, DeNardin, & Clow (2017) as an effective way to communicate with a target market in the process of trying to maximize sales. In the KFC problem, loyal customers were not ready to embrace the new changes to the product. However, KFC was required to make the changes in order to stay relevant and to ensure that the new generation customers, who are very vocal on social media, approved of their products. Therefore, the marketing concept of appealing to customers through advertisements was employed, adapting to the use of social media marketing to cater for the needs of the vocal consumers, and at the same time being simple and gentle not to lose the existing consumers.

Questions

Question 1

As illustrated in this case, satisfied customers rarely desire change to a product because they have proven it to satisfy their needs, wants, or demands. I have resisted trying a new product before because I felt it would not meet my needs as much as an older or current product did. For example, being an Audi loyal customer, I really loved the second-generation vehicles that gave a lot of comfort, style, power, and a small engine that was very economical. However, the third generation cars were a bit of a challenge for me because of the change in design and the exterior look. I felt that the sportier look would not be as economical as my old car. Kumar, Dalla Pozza, and Ganesh (2013) note that the main concern of a loyal/satisfied customer is that a change in product would not meet the same expectations as previously held. I felt that some aspects of the new product would not completely satisfy me.

Question 2

Taste scores improved across every measure for those aware of the campaign because they had different expectations. Expectations is defined by Yu et al. (2018) as the set of actions or behaviour describing peoples’ anticipation when interacting with products or brands. Those aware of the campaign already had their own summarization of the product before the campaign. Therefore, upon the implementation of changes to the product, they interacted with the new product while basing their decisions on the old product, thus leading to higher satisfaction.

Case Study 5

Overview

The case study looks at Toyota’s journey to making the AYGO a favourite of a specific target market in its large consumer base. The main problem it was facing was that the minicar market segment was declining s people tended to favour crossover models. The AYGO did not have any major updates that would woo existing consumers to buy the same brand. Therefore, Toyota needed to attract a new audience for the AYGO coming from young, pre-family, and emotional decision making categories. The company also wanted to retain its value hunters consumer base made up of 45 year-olds in the post-family, pragmatic, and rational buying category. Because of the versatility of the automotive industry, Slater et al. (2007) stress the need to have a specific target market before making a product. Toyota’s new task was to create a strategy that would appeal to the aforementioned categories while maintaining relevance and increasing sales. The marketing approach taken was simple: a vehicle that enables novelty and discovery and allows for a spontaneous lifestyle, in line with the current mobile and social culture. The Just Go campaign, saw sales increase and the minicar gain a new market category and name.

Marketing Concepts and Connection to the Case

Two marketing concepts are visible in this case study; the usefulness of market segmentation and the concept of market targeting and positioning. Market segmentation refers to a marketing strategy where select groups in the consumer base are not only identified but also pursued in order to present products to them so as to appeal to their consumption interests (Cai, Gautier, and Wolthoff, 2017). The market can be segmented into different categories including the demographic, behavioural, psychographic, and geographic. In the case of Toyota, the marketers used behavioural and psychographic characteristics to create a product that appealed to different consumers. The Toyota AYGO was marketed as a car that would cater for the needs of the young, pre-family, and emotional decision makers, as well as to the 45 year-olds in the post-family, pragmatic, and rational buying category. The AYGO was promoted as a partner that would satisfy both the psychological and the behavioural tenets of the target audience.

The concept of targeting and positioning was also used in the case study. Targeting is mentioned by Paruchuri (2019) to be a process that helps to identify the most attractive markets in line with the segments mentioned earlier. Positioning then follows up to communicate a brand to the targeted market. The aim of Toyota was to make sure that sales for the AYGO model increased and that the car occupied a significant portion of the minicar market segment. To meet this strategy, Toyota made product improvements and increased promotion in order to better target their audiences and to position (communicate) the said advantages to the market.

Questions

Question 1

One notable persona relevant to Toyota’s strategy includes young woman, single, freshly hires, little disposable income, interested in light travelling, adventure and thrill seeking. This persona includes young females out of college and working in a part time job that has a lot of free time. They are not decision makers and hold little to no influence in real life. They are huge on social media with significant following on social sites such as Facebook and Instagram. A day in their lives would include going to local eateries with a group of friends and meeting later for laughs and a good time. This persona would be frustrated by the inconveniences of public transport but also prefers to have a personal means of transport, therefore making the AYGO a great choice for the demands and needs.

The second persona is a 50 year old divorcee living in the city suburbs but craving a quiet lifestyle spent alone with occasional meeting of friends and family. This individual has little to no income and is a very cautious and rational spender. They would find a lot of pleasure in a small car that is able to take them for quiet drives, park easily, and serve as a companion for the lonely trips to neighbouring cities to meet with family. The hustles of public transport and new age online cabs would be very frustrating for the elderly man, thus making the AYGO the perfect car for his needs.

Question 2

A major risk of a strategy seeking to appeal to new consumers who are quite different to the current core consumer group is that they may not be as profitable as another market segment. For example, a new consumer group may not align best with the product, therefore end up not demanding more of the product as hoped.

Thank you for your time and now will be a good time to ask any questions you may have.

References

Cai, X., Gautier, P. A., & Wolthoff, R. P. (2017). Search frictions, competing mechanisms and

optimal market segmentation. Journal of Economic theory, 169, 453-473.

Cole, H. S., DeNardin, T., & Clow, K. E. (2017). Small service businesses: Advertising attitudes

and the use of digital and social media marketing. Services Marketing Quarterly, 38(4), 203-212.

Krajnović, A., Sikirić, D., & Bosna, J. (2018). Digital marketing and behavioral

economics. CroDiM: International Journal of Marketing Science, 1(1), 33-46.

Kumar, V., Dalla Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship:

empirical generalizations and directions for future research. Journal of retailing, 89(3), 246-262.

Paruchuri, H. (2019). Market Segmentation, Targeting, and Positioning Using Machine

Learning. Asian Journal of Applied Science and Engineering, 8(1), 7-14.

Pereira, M. T., Bento, M. I., Ferreira, L. P., Sá, J. C., & Silva, F. J. G. (2019). Using Six Sigma

to analyse Customer Satisfaction at the product design and development stage. Procedia Manufacturing, 38, 1608-1614.

Slater, S. F., Hult, G. T. M., & Olson, E. M. (2007). On the importance of matching strategic

behavior and target market selection to business strategy in high-tech markets. Journal of the Academy of Marketing Science, 35(1), 5-17.

Soodan, V., & Pandey, A. C. (2016). Influence of emotions on consumer buying

behavior. Journal of Entrepreneurship, Business and Economics, 4(2), 163-181.

Yu, Q., Allon, G., Bassamboo, A., & Iravani, S. (2018). Managing customer expectations and

priorities in service systems. Management Science, 64(8), 3942-3970.

Case Analysis

MARS501 Final assignment

Date

Hallo and welcome to my presentation. My name is _____ and I will take you through my thoughts and analysis of Case 2 (KFC) and Case 5 (Toyota AYGO).

Case Study 2

Overview

KFC was battling the classic resistance to change from it loyal consumer base who were insistently complaining over the chips/fries being not to the satisfaction of customers. There was a pressing need to change the recipe for the product in the UK and Ireland markets. Pereira et al. (2019) express that customer satisfaction is among the key performance indicators in the food industry, requiring organizations to take customer feedback seriously.

The new product did very well in the research stages but ended up being poorly received in test restaurants. Particularly, the problem was because a majority of loyal customers did not approve of the changes made to the product and preferred the old chips while the vocal minority did not approve of the old product.

KFC created a change in perception by employing a marketing campaign that would enable the existing customers to approve of the new product while catering to the need of the new consumers.

To manage the transition, the challenge was to make sure that every customer group was heard. Marketing campaigns addressing the benefits of the new product failed. KFC took a risky approach that used behavioural economics by making the older chips the “monster” through highlighting the criticism and painting a picture of the new fries as the “saviour”.

By using print and digital media, criticism and abuses relating to the older product were amplified to a point where consumers turned to the new chips having been exposed to the issues of the older fries. Behavioural economics is noted by Krajnović, Sikirić, and Bosna (2018) to be a critical influencer to the decision making processes that individuals use in purchasing. Here, the use of this concept paid off as the company gained a larger consumer base in the UK and Ireland.

Marketing Concepts and the Link to the Case

There are two emergent marketing concepts that are relevant to the KFC case study. First, the consumer decision-making concept is highlighted as very important for organizations in terms of meeting the primary objective in profit maximization. In the development of the new marketing campaign, KFC realized that there was a need to alter how consumers perceived the product. Soodan and Pandey (2016) highlight the need for a company to use buying behaviour and the process of consumer purchasing decision making to formulate the marketing mix. In the case study, KFC’s new product was problematic to two consumer groups as noted earlier. Those resistant to change wanted no alterations to the product while the vocal minority were unsatisfied with the old chips/fries. Therefore, the company settled on making a new product and using the promotion segment to create attention and to shift the perception of the loyal group of consumers. Behavioural economics were used to create a psychological campaign that would alter the perceptions held by the existing customers while ensuring new consumers were satisfied with the new product.

The second marketing concept that the case used is the idea of advertising. The objectives of advertising and the appeals used by an organization to meet advertising needs are explored. Advertising is presented by Cole, DeNardin, & Clow (2017) as an effective way to communicate with a target market in the process of trying to maximize sales. In the KFC problem, loyal customers were not ready to embrace the new changes to the product. However, KFC was required to make the changes in order to stay relevant and to ensure that the new generation customers, who are very vocal on social media, approved of their products. Therefore, the marketing concept of appealing to customers through advertisements was employed, adapting to the use of social media marketing to cater for the needs of the vocal consumers, and at the same time being simple and gentle not to lose the existing consumers.

Questions

Question 1

As illustrated in this case, satisfied customers rarely desire change to a product because they have proven it to satisfy their needs, wants, or demands. I have resisted trying a new product before because I felt it would not meet my needs as much as an older or current product did. For example, being an Audi loyal customer, I really loved the second-generation vehicles that gave a lot of comfort, style, power, and a small engine that was very economical. However, the third generation cars were a bit of a challenge for me because of the change in design and the exterior look. I felt that the sportier look would not be as economical as my old car. Kumar, Dalla Pozza, and Ganesh (2013) note that the main concern of a loyal/satisfied customer is that a change in product would not meet the same expectations as previously held. I felt that some aspects of the new product would not completely satisfy me.

Question 2

Taste scores improved across every measure for those aware of the campaign because they had different expectations. Expectations is defined by Yu et al. (2018) as the set of actions or behaviour describing peoples’ anticipation when interacting with products or brands. Those aware of the campaign already had their own summarization of the product before the campaign. Therefore, upon the implementation of changes to the product, they interacted with the new product while basing their decisions on the old product, thus leading to higher satisfaction.

Case Study 5

Overview

The case study looks at Toyota’s journey to making the AYGO a favourite of a specific target market in its large consumer base. The main problem it was facing was that the minicar market segment was declining s people tended to favour crossover models. The AYGO did not have any major updates that would woo existing consumers to buy the same brand. Therefore, Toyota needed to attract a new audience for the AYGO coming from young, pre-family, and emotional decision making categories. The company also wanted to retain its value hunters consumer base made up of 45 year-olds in the post-family, pragmatic, and rational buying category. Because of the versatility of the automotive industry, Slater et al. (2007) stress the need to have a specific target market before making a product. Toyota’s new task was to create a strategy that would appeal to the aforementioned categories while maintaining relevance and increasing sales. The marketing approach taken was simple: a vehicle that enables novelty and discovery and allows for a spontaneous lifestyle, in line with the current mobile and social culture. The Just Go campaign, saw sales increase and the minicar gain a new market category and name.

Marketing Concepts and Connection to the Case

Two marketing concepts are visible in this case study; the usefulness of market segmentation and the concept of market targeting and positioning. Market segmentation refers to a marketing strategy where select groups in the consumer base are not only identified but also pursued in order to present products to them so as to appeal to their consumption interests (Cai, Gautier, and Wolthoff, 2017). The market can be segmented into different categories including the demographic, behavioural, psychographic, and geographic. In the case of Toyota, the marketers used behavioural and psychographic characteristics to create a product that appealed to different consumers. The Toyota AYGO was marketed as a car that would cater for the needs of the young, pre-family, and emotional decision makers, as well as to the 45 year-olds in the post-family, pragmatic, and rational buying category. The AYGO was promoted as a partner that would satisfy both the psychological and the behavioural tenets of the target audience.

The concept of targeting and positioning was also used in the case study. Targeting is mentioned by Paruchuri (2019) to be a process that helps to identify the most attractive markets in line with the segments mentioned earlier. Positioning then follows up to communicate a brand to the targeted market. The aim of Toyota was to make sure that sales for the AYGO model increased and that the car occupied a significant portion of the minicar market segment. To meet this strategy, Toyota made product improvements and increased promotion in order to better target their audiences and to position (communicate) the said advantages to the market.

Questions

Question 1

One notable persona relevant to Toyota’s strategy includes young woman, single, freshly hires, little disposable income, interested in light travelling, adventure and thrill seeking. This persona includes young females out of college and working in a part time job that has a lot of free time. They are not decision makers and hold little to no influence in real life. They are huge on social media with significant following on social sites such as Facebook and Instagram. A day in their lives would include going to local eateries with a group of friends and meeting later for laughs and a good time. This persona would be frustrated by the inconveniences of public transport but also prefers to have a personal means of transport, therefore making the AYGO a great choice for the demands and needs.

The second persona is a 50 year old divorcee living in the city suburbs but craving a quiet lifestyle spent alone with occasional meeting of friends and family. This individual has little to no income and is a very cautious and rational spender. They would find a lot of pleasure in a small car that is able to take them for quiet drives, park easily, and serve as a companion for the lonely trips to neighbouring cities to meet with family. The hustles of public transport and new age online cabs would be very frustrating for the elderly man, thus making the AYGO the perfect car for his needs.

Question 2

A major risk of a strategy seeking to appeal to new consumers who are quite different to the current core consumer group is that they may not be as profitable as another market segment. For example, a new consumer group may not align best with the product, therefore end up not demanding more of the product as hoped.

Thank you for your time and now will be a good time to ask any questions you may have.

References

Cai, X., Gautier, P. A., & Wolthoff, R. P. (2017). Search frictions, competing mechanisms and

optimal market segmentation. Journal of Economic theory, 169, 453-473.

Cole, H. S., DeNardin, T., & Clow, K. E. (2017). Small service businesses: Advertising attitudes

and the use of digital and social media marketing. Services Marketing Quarterly, 38(4), 203-212.

Krajnović, A., Sikirić, D., & Bosna, J. (2018). Digital marketing and behavioral

economics. CroDiM: International Journal of Marketing Science, 1(1), 33-46.

Kumar, V., Dalla Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship:

empirical generalizations and directions for future research. Journal of retailing, 89(3), 246-262.

Paruchuri, H. (2019). Market Segmentation, Targeting, and Positioning Using Machine

Learning. Asian Journal of Applied Science and Engineering, 8(1), 7-14.

Pereira, M. T., Bento, M. I., Ferreira, L. P., Sá, J. C., & Silva, F. J. G. (2019). Using Six Sigma

to analyse Customer Satisfaction at the product design and development stage. Procedia Manufacturing, 38, 1608-1614.

Slater, S. F., Hult, G. T. M., & Olson, E. M. (2007). On the importance of matching strategic

behavior and target market selection to business strategy in high-tech markets. Journal of the Academy of Marketing Science, 35(1), 5-17.

Soodan, V., & Pandey, A. C. (2016). Influence of emotions on consumer buying

behavior. Journal of Entrepreneurship, Business and Economics, 4(2), 163-181.

Yu, Q., Allon, G., Bassamboo, A., & Iravani, S. (2018). Managing customer expectations and

priorities in service systems. Management Science, 64(8), 3942-3970.

I’m studying and need help with a Psychology question to help me learn.

Resources

Read/review the following resources for this activity:

• Chapters 1 – 2 (Silke)
• Section 1-4 (Borum) pp 1-21
• Sociology and Psychology of Terrorism Report (SPT) (Hudson) Page 1-21
• The Mind of the Terrorist: A Review and Critique of Psychological Approaches
• Author(s): Jeff Victoroff Reviewed work(s):Source: The Journal of Conflict Resolution, Vol. 49, No. 1 (Feb., 2005), pp. 3-42Published
• Lectures (all from Weeks 1-4)

• Independent research (various resources for background research on the subject of your profile; minimum of 1 peer-reviewed resource for psychological perspectives)

Introduction

The rationale for this activity is the

activation
of course knowledge with a real-world

application
in the psychology of Terrorism.

Activity Instructions

The Case Analysis Paper is due this week. Review the instructions and requirements for the assignment.

This assignment is designed as an exercise in case conceptualization to develop your skill in reviewing and assessing an actual terrorist group. The task is to present a comprehensive formulation which integrates etiology, theory, and research, as they apply to a specific case (a terrorist group).

Choose one of the terrorist group provided in the following links or in the handouts for this activity, or obtain approval for a group not listed:

Terrorist Organization Profiles:

http://www.start.umd.edu/start/data_collections/tops/

Terrorists Lists (Groups):

https://www.nctc.gov/site/groups.html

In a written report explain the following (use as headings in your paper):

1. Briefly summarize the background of the including group demographics (e.g. year of founding, acts committed, number of members, etc.)

1. The external or environmental factors (social) that might be relevant in the etiology of the group’s behavior.

1. The different psychological concepts or perspectives in your readings or independent research which might be applicable to this particular group and how they apply. You can choice one (or more) theory and apply it to the case (e.g. group or social psychology concepts and/or research-“this group’s behavior may be a result of strong social control and obedience aspect.). See readings or research for theory suggestions—need to do independent research as well as course materials).
   1. References are expected for this case paper, but watch use of web-page citations. Research articles and books as references will help you get more points. Wikipedia and like web sites are not acceptable references in an academic paper. One can use government web-sites(as given) for the background research on the groups/persons (subject) of your profile—but theory section references should be from good peer-reviewed references such as an academic book or article.
   2. Remember these papers are to answer the question of “WHY” and “HOW” did this group/person do what they did? What caused it? What were the critical psychological events or processes that laid the foundation for their acts.
2. What preventative actions or intervention/counterterrorism approaches may have made a difference in this group case? Be sure to cite relevant literature if possible (hint: look at course texts).

To

complete
this assignment, you will need to be concise in covering each of the above five items.

Writing Requirements (APA format)

• Minimum of 8 pages (approx. 300 words per page), not including title page or references page
• 1-inch margins
• Double spaced
• 12-point Times New Roman font
• Title page with topic and name of student
• References page (various resources for background research on the subject of your profile; minimum of 2 peer-reviewed resource for theoretical perspectives)
• No abstract needed

Case analysis

Project description
In 1973, DAX Cowart (age 25) a former navy fighter pilot, was severely burned in a propane gas explosion. Rushed to the Burn Treatment Unit of Parkland Hospital in Dallas, he was found to have severe burns over 65 percent of his body; his face and hands suffered third degree burns and his eyes were damaged. Full burn therapy was instituted. After an initial period during which is survival was in doubt, he stabilized and underwent several surgeries. Throughout the treatment process including 232 days in the hospital and an aIDitional six months of rehabilitation, DAX repeatedly insisted that treatment be discontinued and that he be allowed to die. Despite this demand, wound care continued, skin grafts performed and nutritional supplements + fluid support provided. He was discharged totally blind, with minimal use of his hands, badly scarred and dependent on others to assist in personal functions. DAX attempted suicide several times unsuccessfully. After years of personal conflict and physical disability, DAX managed to obtain enough assistance to attend law school. He eventually completed the coursework and brought legal charges against Parkland Hospital and other medical providers for wrongful life’.

From the information provided about Dax, do you feel that the care he received, against his request to discontinue treatments, was the correct decision? Dialogue your response with supporting statements (autonomy,non-maleficence,paternalism..) Consider the folloiwng points when posting your responses:

1. Describe the ethical dilemmas associated with DAX.

2. Explain ethical concepts applied to this case.

3. Research other cases that are similar or could be applicable to DAX.