Fluent Essays

1- (Topic JC penny)  a) Who is your population and sample for your marketing research project? b) What sampling methods would / did you use to select your samples for your marketing research project (i.e., convenience, snowball, etc.)? Why c) What is a sampling error? 2- Share the progress of your data collection for jcpenny final paper.  3- (Topic nike airforce)  Discuss in detail what the challenges are for B2B sales for your product specifically and what are some of the improvements you are going to do. Discuss the 3 E's of Digital sales as it relates to your project. Provide supporting evidence. Provide references including your book and an external article to support your viewpoints. Running Head: JCPenny COMPANY 1 JCPENNY COMPANY 3 JCPenny Company Institution Affiliation Date A. Open-ended questions would be more effective for my research compared to closed-ended questions. Using these questions will ensure my respondents can provide unlimited opinions on why the company seems to be falling. Through this, I will follow the whole customers journey by establishing a customer response loop. These questions will give a venue to understand customers' feelings and emotions towards products produced by JCPenny Company. Customers can provide new information and insights on why most of them do not prefer products from this company (Geer, 2018). I will achieve this by asking questions such as 'what qualities and features do you think JCPenny products are missing'? B. I will use interviews to collect data for my research. The interviews will be face-to-face to ensure that I can connect between response and body language. Through discussions, I will get more detailed information from the respondents through asking questions in detail and step by step. I prefer this method as it reduces bias where the respondent's words can be recorded for originality. Through interviews, I will achieve a higher response rate and get more details on personal feelings, views, and perceptions about JCPenny products (Pickard, Roster & Chen, 2016). C. My target population during the interview will be teenagers and middle-aged individuals. I chose such interviewees because teenagers are known for impulse buying, depending on how attractive the product is. They are likely to purchase beauty products such as jewelry, footwear, toys for their siblings, clothing, and even electronics, as most love the internet. The middle-aged population is at a stage where they have a comfortable job and can spend more on luxury, which the company produces such products. These two kinds of the population are likely to buy products made by JCPenny Company. References Geer, J. G. (2018). What do open-ended questions measure?. Public Opinion Quarterly, 52(3), 365-367. Pickard, M. D., Roster, C. A., & Chen, Y. (2016). Revealing sensitive information in personal interviews: Is self-disclosure easier with humans or avatars and under what conditions?. Computers in Human Behavior, 65, 23-30. JCPenny Marketing Analysis Giulia Seabra Southern Status University 07/30/21 Real problem being solved The problem with JCPenny emanates from lack of an effective sales and marketing strategy by the company. This notion is attributed to the fact that the company has not turned profits since 2010. The decrease in profits is as a direct result of loss of sales whereby its annual sales have exhibited continuous decline as from 2016. This notion is attributed to the lack of an effective marketing strategy that aligns with the changes in the preferences among different demographics. It is noteworthy while most of retail companies within the United States have adopted online retail stores. Apart from lack of a cohesive business strategy, the company also faces challenges in the development of a sustainable strategy to facilitate changes within the organization. This problem is based on the long challenges the company has had trying to boost the sale of the company ever since the sales became stagnant in 2006 under Mike Ullman. It is noteworthy that stakeholders and customers were not consulted during the changes. It is noteworthy that customer engagement plays a vital role during the production processes in the company where the products and services are made to satisfy the consumer needs (John & Devilliers, 2019, p.497). As a result, the company has since been closing a lot of stores as a result of lack of loss of sales that makes sustainability of the business hard due to high expenses as compared to profit levels (Tyko, 2020). Management dilemmas The current management dilemma involves lack of an effective brand strategy whereby the company fails to identify, and subsequently implement effective brand identification strategy to identify the company with. Additionally, the management faces a dilemma in adopting to effective business strategies within the organization. Within the contemporary society, changes in the business are usually inevitable for business aiming to remain competitive within the current market. However, the company has over the last decade rotated its management chair among different individuals with different ideologies and principles, for example, Rob Johnson from Apple’s management that sought to change the organizational functioning and business strategy by rebranding it as a discount outlet to a nicer destination for physical shoppers. As a result, the company ended up losing in online sales in 2012 from 50 percent to 26 percent total sales (Lisicky, 2020). The company thus has since then experienced a dilemma in establishing a sustainable business strategy with which it can associate itself with. Research Questions What is the impact of the change of business strategy towards online retailing and marketing? What is the impact of ineffective change management on organizational performance? Research Design The research to be conducted will involve a mixed research design involving both a qualitative and quantitative research approach to the problem. Data used for the study will be outsourced using both survey and use of secondary spurces from trusted resources. The empirical analysis will involve the exploring the relationship between incorporation of new and more effective sales and marketing strategies and the propensity to attract more consumers. Additionally, the qualitative analysis will be used to analyze the relationship between engaging employees and the consumers in the change process and the success of the changes effected in the organization. Thus, consumer data will be obtained from different preexisting, and existing loyal consumers to the company’s products since 2016 to identify the flaws to the current business strategy that the company adopts. This research aims at establishing the relationship between lack of a cohesive business strategy and change management processes and the current situation with the company. Both inputs from online, and physical stores consumers will be regarded in the research so as to have a wide overview over the prevailing issue that involves plummeting sales. References John, S., & De Villiers, R. (2019). Role of customer engagement and involvement in changing social media marketing landscape. https://www.researchgate.net/publication/337649351_Role_of_customer_engagement_and_involvement_in_changing_social_media_marketing_landscape Lisicky, M. (2020). After Six Decades Of Constant Change, JCPenney Needs To Define Itself. Forbes. https://www.forbes.com/sites/michaellisicky/2020/05/03/after-six-decades-of-constant-change-jcpenney-needs-to-define-itself/?sh=36df07eb60eb Tyko, K. (2020). J.C. Penney closing more stores after exiting bankruptcy. Will your store close in March 2021? See the list. USA TODAY. https://www.usatoday.com/story/money/shopping/2020/12/17/jcpenney-stores-closing-march-2021-list-coronavirus-bankruptcy/3940925001/ Executing Marketing Research Giulia Seabra Southern States University Marketing 08/21/21 Executing Marketing Research Data Collection Methods Based on the prevailing challenge facing JCPenny, data will be collected from two sources, organization sales department and their perception on change management, and the management regarding the impact of ineffective change management on organizational performance. Both qualitative and quantitative research methods will be used in this case. Surveys will be sent to the respective organizational departments. Data will also be collected from articles from the company that are based on similar studies about the company. The techniques that will be used in data collection include the online surveys sent to the organization departs and also through observations. The online survey has been selected because it is easier to collect data within a short period of time (Jones, 2017). This will save on time taken conducting one-on-one interviews and gives room for further analysis within a short duration of time. Also online survey offers an opportunity for the participants to be honest with their responses since it does not waste their time. Online survey also offers the desired flexibility because they can respond to questions that best aligns with their knowledge and giving others an opportunity to other participants to respond (Jones, 2017). The organization can take advantage of such an opportunity to reflect on the problems in the organization and give data that is suitable for a range of problems. Sampling Design The sample would integrate participants from different levels of the organization including workers, management and customers. The sample would be selected randomly both from the organization workers and the customers. The study sample will be selected randomly and will consist of 80 people to represent the company. Although sample selection is a complex process, it is important to select a sample that is representative of the organization without posing other challenges like resource constraints. It is important to select an optimal size that helps answer the study questions adequately. Sample size will be selected based on cost, time, and convenience of deriving reliable and sufficient information that can be used for the research (Jeyanthi, 2018). The sample size will be determined through previous experience that will lead to low confidence interval. The sample collected will then be tested using statistical tests to determine its validity. An estimate will be obtained from the selected sample using target variance. Questionnaire Design Before a questionnaire design is determined, it is important to conduct a pilot test on few members from the target population to get insights on how they think about the research question and their understanding of the topic. This is an important step because it lays a foundation on how the respondents will react to the research questions (Krosnick, 2018). The sample questions are outlined below: · What are your views about the impact of online retail on their operative positions? · How do people respond to this implementation within their respective departments? · What are the primary challenges that affect implementation of change management in your organization? · Apart from the decline in sales, what are other challenges that JCPenny is facing? · What are the other retail strategies that the company is using? · What vulnerabilities is the company exposed to by the current supply chain dynamics? · Based on the current position of the company in terms of profitability, will implementing an online retail platform be effective in the long term? · Is the management implementing flexible change plans that would impact the company positively both in the short term and in the long term? References Jeyanthi, P. (2018). Marketing research methods. ICAR-Central Institute of Fisheries Technology. https://krishi.icar.gov.in/jspui/bitstream/123456789/20516/1/marketing%20research%20methods0001.pdf Jones, M. (2017). A research experience collecting data online: Advantages and barriers. Creative nursing, 23(4), 266-270. doi: 10.1891/1078-4535.23.4.266. Krosnick, J. A. (2018). Questionnaire design. In The Palgrave handbook of survey research (pp. 439-455). Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-54395-6_53 Running Head: AD CONTENT AD CONTENT Ad Content Giulia Seabra Southern States University 08/21/21 Introduction Nike Air force 1 is a company best known for manufacturing various kinds and designs of shoes that are easily available in the market. They manufacture shoes for women, men, teenagers, and even kids. In this discussion, we will look at the various shoes advertised on different social media platforms that best suit the target. We will choose a picture from the internet and clearly describe using emotional words that can be attractive to the target market, which will be posted on a suitable social media platform for the target customers. An example of the shoe above is one of the best made by Nike, and I would give it an emotional word "Your Comfort." The shoe is a boot kind of shoe mostly liked by teenagers. They normally look so smart and fit in all kinds of clothes that match them. Since teens are somehow playful and careless, the design of the shoes is best for them as it is tough for all kinds of weather because they are raised and mostly during rainy seasons when it is muddy for those living in the rural areas. The shoe also has a strong rubber sole for the best comfort of all time; the product also has strong races that can last for long and ensure once the teen put them on and tie, they stack well and are comfortable in their legs. The picture is suitable for Instagram and Linkedin. “Your source of relaxing” the above shoe is suitable for those people who love sports such as football, skateboarding, etc. The shoe is comfortable and gives one a relaxing feeling because it has superior cushions on the inside. It also provides stability and flexibility in motion. For those involved in athletics and are likely to be doing their practice at night, the shoe has nighttime reflectivity. It can also be adjusted using shoelaces for breathability purposes. The photo can be posted on either Facebook or Instagram. "Your Comfort and Relaxer," the kind of shoes made by Nike, are the best for kids' best design; their soles are flat for their comfort. The shoes also are very attractive to the eyes of the kid through the picture of the cartoon on them that makes them attracted to wear them and also while they are in a market where they have displayed children are likely to spot them and ask for them from their parents. They can be posted on Facebook so that parents can see or bill boards. Since kids have no access to social media, they see them in advertisements on billboards located on highways. "Your Addictive" These rubbers kind of shoes are the best design by Nike Company made by Nike. Once the elderly wear them, they don't feel like removing them. The shoes are comfortable because they a flat and with a very good size sole. Rubbers are also light for their legs, so they can wear them for the longest time as they wish, there are also other elderly who go jogging to keep fit, and the shoes are best for that. The best advertisement for these shoes can be made in magazines and newspapers. Conclusion In conclusion, due to the achievements attained by the company, other companies should try and emulate what Nike is doing for them to acquire large market shares, which in turn lead to an increase in profit margins. I would also recommend the company engage in several portfolios of investments that are in line with their manufacturing industries. Doing this will ensure that if one portfolio is not making profits, the other is making big sales. They can use the BCG matrix to ensure they have cash cows, dogs, stars, and problem children to ensure they have along strategic marketing plan that will make them even more successful.