Question: 1. Do you think ALDI could pursue its business model without developing strategic alliances with channel members? Discuss. 2. Discuss the concept of win-win in the context of strategic alliances in marketing channels. Marketing

Solution- 1. According to me, ALDI could not pursue its business model without developing strategic alliances with channel members. It focuses on its vendors more than its customers. Strategic alliances with vendors boost encouragement for developing packages easier in handling for the store as well for the logistic provider. 2. In my opinion, ALDI gives contracts to the local manufacturer for a limited period. This is done to maintain the quality of the products. Also, a minimum price guarantee can be obtained through this. So, obtaining a win-win condition. Explanation- According to ALDI, the customer will remain happy and satisfied if and only if they get high quality and low price products. Such products can be obtained only when there is a label of private manufacturers. Contact with the local manufacturer is helpful in obtaining quality and also keeps the price minimum References Chimhundu, R., McNeill, L. S., & Hamlin, R. P. (2015). Manufacturer and retailer brands: Is strategic coexistence the norm?. Australasian Marketing Journal (AMJ), 23(1), 49-60..

What is the best analytics metric for a business in digital marketing?

Solution-

According to me, Traffic by Source is the best analytics metric for business in digital marketing. This metric tells about the source from where the actual visitors are coming. It is a useful metric when there is limited time available to the marketers for capitalization. Marketers can easily study which sources are the best for their products and which require more attention to enhance the customer base.

Explanation-

There can be several sources of traffic to a digital platform set up for the marketing purpose-

1. Social media

2. Referrals

3. Direct visitors

4. Organic search

References

Chaffey, D. (2019). Digital marketing. Pearson UK.

Why is Booster Juice not achieving greater success in India? Identify market segments and customers for Booster Juice's products.?

Solution-

According to me, Booster Juice is not achieving greater success in India because of not using 4P’s marketing mix in an appropriate manner. Booster Juice is not able to locate the right place to market its product. In India, many people cannot afford the premium juices. So, price is also an issue that becomes a hurdle in the success of Booster Juice. There is a need to provide the small and medium size of products at a minimum price to suit the Indian Market. But, Booster juice is providing every size of beverage products in premium prices. Booster Juice’s workers are not interacting with customers making them unaware of the products. Also, Booster Juice does not have a local supplier for its products. There is huge competition in the Indian Juice market where local car vendor provides juice at a very small cost.

Booster juice should identify the market segments and customers for its products according to unique groups of customers having different behaviors and habits of purchasing. It should keep the premium products different from the cheaper products to segment the market on an economical basis.

Explanation-

Booster juice is the Canadian beverage producer that established in 1999. Booster juice grew its business through a franchise model. It entered in Saudi Arabia market in 2004 and subsequently entered the market of the United Kingdom, Brazil, the United States, and the Netherlands. However, it faced challenges upon entering in Indian Market.

References

Fergus, A., & Bell, T. (2016). Booster juice–big shoes to fill. The CASE Journal.

What stands in the way of Sony's success today?

Solution-

According to me, Sony’s success is hurdled by the presence of low-cost competitors. Because of them, Sony’s market shares are shrinking which could be a serious concern for Sony in the future. Consumers can easily get good quality products from other brands in approximately half of the price offered by Sony. Sony is facing intense competition in the industry because of which the sales of Sony have dropped significantly. Another hurdle before the success of Sony is the fluctuations in the foreign exchange. Sony has its operations across the world because of which it is affected greatly by the volatile political climate. Sony needs to know these fluctuations and should respond accordingly. Rivalries of Sony are utilizing new technology and upgrading their products to meet the demand of the consumers. Consumers go with the brand providing the latest features and technology. Sony’s products are very costly as compared to other similar brands. This limits the sales of Sony to the premium consumers only.

Explanation-

Sony is one of the premium electronics brands. Today, there are several threats before by Sony that create hurdles in its way to success. Sony is continuously facing downfalls in its sales and number of consumers. This has limited its success across the world.

References

Calvano, E., & Polo, M. (2020). Market Power, Competition and Innovation in digital markets: A survey1. Information Economics and Policy, 100853.

Gunasegari, N. (2020). Consumer Buying Behaviour Towards Sony Television Sets in Tindivanam. CLIO An Annual Interdisciplinary Journal of History, 6(6), 319-333.

In 3 - 4 sentences, explain how Emirates Airlines have dealt with COVID-19 to maintain their customer relationships?

Solution-

Emirates Airlines have dealt with COVID-19 to maintain their customer relationship in numerous ways. The airline, because of travel bans, has continued its operations in providing services for taking the travelers to return to their home. It has deployed its freighters for the purpose of transporting medical supplies and essential goods. This helped the airline maintain trust among the customer and project a good image on them. Also, Emirates Airlines have been in touch with its customers through electronic mails and its websites. It keeps updating its customers through the current news about the airlines on this website.

Explanation-

Because of the COVID-19 pandemic, governments have put restrictions on international travel. This has affected aviation businesses a lot. In such a critical time, the well-known Emirates Airlines has kept its customers regularly updated and maintained a relationship with them.

References

Oxford Analytica. Middle Eastern airlines face massive potential losses. Emerald Expert Briefings, (oxan-db).

What is bonia market targeting

Solution-

According to me, Bonia has targeted people between the age of 20 and 49 years. People of this age group are well established young individuals. Bonia has targeted both males and females, unlike other similar fashion brands that have only targeted females. Bonia targets people according to their personality, interests, and lifestyles. Bonia is also targeting geographical regions like city, state, or nation for its marketing.

Explanation-

Bonia is a well-known fashion brand established in 1974. The company has its network all over the world. Bonia market targeting is based on geographical regions, demographics, and psychographics.

References

Hassan, H., Sade, A. B., & Low, H. X. (2019). Discovering the brand personality of Bonia. International Journal of Business Forecasting and Marketing Intelligence, 5(1), 86-102.

What is dyson vacuum cleaner market segmentation

Solution-

Dyson vacuum cleaner has segmented its market according to the followings-

A. On the basis of usage-

1. For household
2. For businesses

B. On the basis of Geographical coverage

1. Urban areas
2. Suburban areas

C. On the basis of demography

1. Low-income groups and high-income groups
2. Men and women between the age of 25-40
3. Family use, private use
4. High-class families and traditional families

Explanation-

The target customers of Dyson Vacuum cleaner are those who want a high performance and energy-efficient vacuum cleaner. Dyson has made its products available for those who are fond of quality and they are ready to give more money for it.

References

Dyson, J., & Burlington, G. M. (2003). U.S. Patent No. 6,553,612. Washington, DC: U.S. Patent and Trademark Office