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Heater Company Case Study Sample Essay & Outline

　

Executive Summary

There are three options that have been looked at before addressing inefficient working practices among the students from our company. The three problems are; there is large volume of paperwork that requires to be processed. This paper work is seen to contribute to the high costs in the company (Brannock, 2004). These costs result from more records that are made on the purchased parts. The other problem that is faced by the company is based on several errors that are encountered while ordering for new parts. Replacement of heaters requires specific materials. Once there is an error during the supply, the purchased parts end up being waste (Brannock, 2004).

The last problem that contributes to the case is that at some times engineers turn up at customer’s premises carrying with them the wrong parts. As a result, the heaters cannot be fixed until new appointments are made (Brannock, 2004). This is seen to waste the engineer’s time and resources. Rescheduling of the appointments made by the engineer is seen to contribute to massive losses to the company. This recommendation is aimed at developing a software and hardware that will offer solutions to these shortcomings of manual ordering.

Reasons

Considering that the company faces numerous challenges, it is important that the company device a new and a more reliable method that would be used in the purchase these new parts. As highlighted earlier, the company faces challenges that are attached to costs (Brannock, 2004). The overall problems that the company faces are contribute to a high percent of the costs that it incurs. As a result, it is important that the company device this method to deal with the challenges resulting from insufficiency of workers (Brannock, 2004).

Expected benefits

The anticipated project will not only have qualitative value in terms of the services that are offered to the clients but should also have some quantitative benefit to the company. Its quantitative measure will be in terms of the amount saved while using this project.

The company will be able to save around £60000 per year. This will be achieved through reducing paperwork.

Costs incurred through the number of wrong parts purchased, which amount to £40000 per year will be reduced through this project.

Other costs that are incurred through rescheduling of the engineer’s appointments which amount to £180000 per year will be reduced.

Expected dis-benefits

Once the project is put into practice, there will never be cases of overtime. This is a disadvantage to the staff as they will not receive the overtime salary. Furthermore, it can be approached that it will reduce the staff’s morale of working during overtimes (Brannock, 2004).

Timescale

Implementation of this project requires a period of 12 months. With the allocated time, the company will have purchased the required materials that will be used in the implementation and as well hired the required staff. Benefits from this project will take a year later after the solution is implemented.

Costs

The overall project, which will offer solutions to the current problems that the company is facing will also have its costs during the implementation (Brannock, 2004). These costs are the overall project’s cost, which is composed of hardware (£40000) and software (£150 000). In addition, there are the operational costs that will be incurred. These costs are anticipated to be used to pay the workers. It will amount to (£20 000 per year). Operational costs also incorporate the maintenance costs that will be incurred after the implementation (Brannock, 2004).

Major risks

Since the Heat Engineer Company’s staff is not experienced in using software while specifying the requirement, they could end up purchasing the wrong software (Brannock, 2004). Hence, a wrong delivery will be made. Therefore, some anticipated benefits from the project will not be met.

Reference

Information Systems Audit and Control Association. (2010). The business case guide: Using Val IT 2.0. Rolling Meadows, IL: ISACA.v
Brannock, J. W. (2004). BCA: Business case analysis : examples, concepts & techniques : featuring the 8-day BCA. Plant City, FL: STS Publications.

The New American Fragrance by Tommy Hilfiger Sample Essay & Outline

In what way did the definitions of customer value and customer satisfaction influence Tommy Hilfiger's decision to launch his fragrance/cosmetics line? Develop a sample of five-item exploratory questionnaire that can be used to determine whether the customer accepts his new product

Customer satisfaction and customer value are among the major factors that any organization should take into consideration when launching or introducing any product in the market. Customers will always opt for the company that meets their needs in terms of satisfaction. To satisfy customers, an organization should ensure good service and quality production among other requirements. In simple terms, customer satisfaction can be defined as the difference between the amount of money they pay for a product and the actual product or service they get from the organization. It is the benefits that a customer gets from an organization. On the other hand, customer satisfaction can be defined as the measure of the extent to which a product meets the needs of a customer (Schweitzer & Moskowitz, 2009). In other words, customer satisfaction can be defined as the percentage of total customers whose feedback regarding the firm or its products/services surpasses the designated satisfaction objectives.

When Tommy Hilfiger's launched his cosmetics, they were widely embraced by a large range of customers. Today, celebrities and also a wide audience of men and women use the fragrance. Tommy Hilfiger's decision to launch his fragrance/cosmetics line was a result of the gaps in the market which he could fill. He was going to produce high-quality products that added value to the client hence increasing satisfaction. It is the fact that he met his client needs that he was able to appeal to many clients. The products are known mostly for their classic American style. They also feature the American flag colors. These two factors are highly appealing and have attracted a wide clientele.
Identify and briefly discuss Tommy Hilfiger’s corporate strategic planning activities. Outline the nature of the marketing plan, focusing on the fragrance/cosmetics planning process, by entering in marketing strategic alliances with other businesses and competitors
In his corporate strategic planning, Tommy Hilfiger’s ensured that his products meet the basic needs that would appeal to many Americans. First, Tommy Hilfiger’s ensured that his products are visible in the market. This was accomplished by his decision to use the colors f the American flag on the products. All significant information was gathered and well analyzed prior to launching the product. As a result, the company knew exactly what the customers want and produced exactly that. This ensured value to customers (Tommy Hilfiger Licensing LLC, 2015). Tommy Hilfiger’s also took into consideration the geographical factors. The product was being launched in the USA soil. Therefore, he ensured that it met the American style needs. Finally, Tommy Hilfiger’s ensured that the services offered at his stores are of high quality and that they are satisfying to many customers.

In his marketing plan, Tommy Hilfiger’s identified the target customers and defined his market niche clearly. As it has been mentioned, the cosmetic meets the needs of American style. Musicians among other customers use it. Tommy Hilfiger’s ensured that the product contains this class. That made it easy to market and appeal to celebrities. The company also joined other organizations in the market to enable its market penetration. By forming alliances with competitors, the company was able to reduce the level of competition it faced. Further, forming an alliance with an already known organization makes it easy to introduce a new brand to the market.

Discuss steps and sources of the market research process that allowed Tommy Hilfiger to diversify his traditional product lines. What other alternative product lines Tommy would you introduce (besides the existing ones) based upon market demand measurement and in what sequence?

One of the secrets that help most organizations succeed in the market is doing a comprehensive market research before actually starting operations. When one conducts a good market research, it means that they have knowledge of what is required and what they should do to fill the existing gaps. As the saying goes, ‘knowledge is power’ having knowledge about the market will help any organization to be a step forward in its efforts to win the competitive battle. Tommy Hilfiger carried out an extensive market research prior to diversifying his traditional product line. One of the steps he made towards his market research was to segment the market. He segmented the market such that he was able to know the needs of each segment (Ferrell & Hartline, 2011). He could then provide products that meet the needs of each segment. By segmenting the market, Tommy Hilfiger was able to establish a fact-based selection of target customers. He could know the needs of each target group and hence produce goods that meet such needs. He carried out a market research for each group. Market segmentation was the foundation for his business profitability. After understanding the needs of various products, Tommy Hilfiger changed from traditional product centric to customer centric. He could offer products that meet the specific needs of specific people. The strategy led to a good customer relationship between the organization and the customers. There was a need for customer relationship management by the organization so as to maintain the loyalty of its customers.

Another product line that Tommy Hilfiger can add is the aspirational product line. It is a product line that presents the type of products that customers always add to their wish. There is always a product that a customer always wishes to have. In the case of fragrances, each customer has a fragrance they wish to have. Tommy Hilfiger should introduce this product line to meet the demand of such customers.
How would you describe the key elements and trends in the microenvironment and U.S. culture that indicated the possibility of the successful fragrance/cosmetics launch? How do on-line and social network opportunities work for the new product introduction?

Business organizations operate in an environment. The environment affects the market and the organization in various ways. There are key elements and trends in the microenvironment and U.S. culture that indicated a possibility of the successful fragrance/cosmetics launch. The elements were discovered after an extensive market research. The macro environment in the US that indicated the possibility of successful fragrance launch is the social lifestyle. People of the United States have a lifestyle whereby they like classy things. Tommy launched a fragrance/cosmetics that is classy and fits in the country’s lifestyle. Also, most people in the U.S. are middle income to high-income earners and hence they can afford a classy fragrance.

In marketing the fragrance, Tommy Hilfiger benefited greatly from online and social networks. Most people in the United States have access to the Internet. In fact, the market today is shifting towards online retailing. This is because it is easy to reach many people through online means at a cheaper cost as compared to the traditional stores. Social networks enabled Tommy Hilfiger to reach many people and incur a low cost (Kotler & Armstrong, 2010). Being a new product in the market, it could be very difficult for Tommy Hilfiger’s to create awareness of his cosmetics. Most of the target audience is on the online social networks and hence it was easier to reach them online. Further, with the retail marketing trending towards online stores, most people are likely to be reached through the online means than through the conventional ways. These facts were of great benefit to Tommy Hilfiger and his bid introduce the new products.

What are possible ways for “Tommy” to successfully capture the global market with his new lines suggested by you? Discuss appropriate product and promotion adaptation strategies to minimize the possible customer rejection risks in various regions of the world
There are all possibilities that Tommy Hilfiger will look to capture the global market after a successful capture of the United States market with his fragrance. It will be challenging to introduce the new product to the global market, which is already highly competitive. He will face the challenges that almost all business organizations face when introducing a new product to the global market. First, the brand is not known globally. Therefore, Tommy Hilfiger will have to create awareness of the same. Secondly, he will need to find ways in which he can reach as many people as possible. He, therefore, will need to craft a good promotional strategy as well as an adoption strategy. One of the ways that he can use to capture the global market is forming an alliance with an organization that is already known for similar products (Kotler & Armstrong, 2015). This will serve to reduce the competition he faces as well as make it easy to penetrate the market. Alternatively, he can form an alliance with organizations that have complement products. This will as well make it easy to penetrate the market.

However, he can use some promotional strategies, which may include social media marketing, product giveaways, mail order marketing as well as the point of sale marketing among others. Product giveaways involve giving free samples to customers who are viewed as potential. Once given these samples, the customers will always come back to buy the product if they like it. They will also spread the word about the same. The point of sale promotion is the method of promotion whereby the business will promote the products at the point of sale. They will offer promotions to customers who visit the store. These are among ways that can help the business achieve global penetration.

Reference

Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning.
Kotler, P., & Armstrong, G. (2015). Principles of marketing. Boston, Mass: Pearson.
Krafft, M., & Mantrala, M. K. (2010). Retailing in the 21st century: Current and future trends. Heidelberg: Springer.
Schweitzer, M., & Moskowitz, M. (2009). Testimonial advertising in the American marketplace: Emulation, identity, community. New York: Palgrave Macmillan.
Tommy Hilfiger Licensing LLC (2015). Fragrances. Tommy Hilfiger. Retrieved online < http://uk.tommy.com/Fragrances/213110,en_GB,sc.html> on October 8, 2015