躺在我跨下的英语老师

躺在我跨下的英语老师Companion blog to the textbook by Marian Burk Wood includes links to resources for marketing planning

Wednesday, 20 May 2020

Pandemic and Purpose

The COVID-19 pandemic continues worldwide, with some nations and some US states beginning to reopen their economies even as scientists pursue treatments and vaccines to combat the coronavirus.

Interviewed by Bloomberg BusinessWeek in May of 2020, the CEO of Unilever says:
"Our company is guided by three deeply held beliefs: That brands with purpose grow, companies with purpose last, and people with purpose thrive. And we think that refrain is going to be even more relevant in a post-coronavirus world than in a pre-coronavirus world."
Alan Jope sees trends shaped by the pandemic that include an emphasis on hygiene, on staying safe at home and on the "distance economy." He indicates these trends point to more in-home consumption and digital consumption.

Stay safe as this pandemic continues.

Thursday, 5 March 2020

UK Businesses and Coronavirus

As the coronavirus spreads worldwide, UK businesses are increasingly concerned about keeping employees safe while meeting the needs of customers. Another major concern is how to deal with disrupted supply chains, as firms source goods from nations around the world.

Will customers continue to shop in person or will retailers need to enhance online and mobile shopping alternatives to meet demand?

Please stay safe.

Wednesday, 5 February 2020

Brexit: adjusting marketing plans for uncertainty

Now that Brexit has taken place, businesses large and small are going to have to adjust their marketing plans.

Much uncertainty remains, however, as this Guardian article indicates and this podcast interview with a small business owner indicates.

Thursday, 19 December 2019

Brexit and business

Brexit

With Brexit in the works for 2020, UK businesses that rely on exporting for revenue are hoping to hear more about plans for trade deals with the European Union. UK businesses that import parts or merchandise are also keenly interested in how these negotiated trade deals will affect their operations.

Thursday, 31 October 2019

Merger planned between Fiat Chrysler and Peugeot

If Fiat Chrysler and Peugeot complete their just-announced merger, the resulting firm will be the industry's fourth largest.

Read more about this merger here.

Tuesday, 9 July 2019

Direct-to-consumer brands challenge established brands

A growing number of upstart direct-to-consumer brands are challenging established manufacturers. What are they doing? How are they doing? For an overview, take a look at this post by Reckitt Benckiser's head of global marketing and innovation.

Monday, 18 February 2019

Airbus deletes A380 from product line

Some product decisions have long time frames and extremely costly consequences. Aircraft manufacturers therefore spend considerable time studying the marketing environment to project future trends in travel and demand, before they develop and introduce a new jet.

Airbus spent billions to develop its double-decker A380 jumbo jet, betting that airlines would be ferrying large numbers of passengers from major hub to major hub. It was test-flown in 2007, receiving much publicity for its spacious interior and the amenities that could be added (such as on-board showers and luxurious first-class suites).

Airbus received some big orders from Emirates, among other airlines. In fact, Emirates is by far the largest buyer of A380s. But when Emirates cut the number of A380s in its latest order, and other orders slowed down, Airbus decided to discontinue this product after 2021. In fact, the 2020 coronavirus pandemic that brought international air travel to record-low levels seems to be accelerating the move away from A380s.

Competitor Boeing based its product decisions on a different forecast for the travel environment, believing that passengers would want to travel from point to point rather than hub to hub. It put the emphasis on nimbleness and fuel efficiency, rather than on having a high number of passengers being carried per flight. And that's attracted more buyers than the Airbus A380.

Now Boeing's original 747 jumbo jet is transitioning to a cargo carrier, extending the life cycle of this aging product. In addition, Boeing is still marketing its 777 and 787 jets to airline customers--and looking ahead with forecasts for the future of travel as it plans future product introductions.

Tuesday, 1 January 2019

Links to resources about marketing and marketing plans

Thank you for visiting!

Please click here to see an updated list of resources (such as marketing news, business news and industry news) you can use for background as you prepare a marketing plan.

Monday, 17 December 2018

Competitors as partners (and stakeholders)

Not only can competitors be key stakeholders (meaning your marketing performance may be influenced by rivals and influence the performance of rivals) - but in some cases, competitors can be key partners.

An entrepreneur recently explained when he considers it good business to partner with a competitor in strategic ways:

  • Partner to take advantage of opportunities for entering new markets - with co-developed products, for instance. Or to tap a new channel for distribution.
  • Partner to co-purchase raw materials used by both, at a lower price due to high-volume buying in combination.
  • Partner with complementary products or marketing, letting customers know about the complementary offerings and receiving customer referrals from the partner as well.
  • Partner to undertake activities that will achieve societal objectives.
Microsoft, the giant technology company, asked last year: 'Are we partners or competitors?' The answer: 'Yes, we are.'

Partners, whether competitors or non-competing vendors, are clearly stakeholders when it comes to each other's performance.

In this 2017 blog post, Microsoft wrote the following about working together with competitors as partners to provide customers with what they need and add value for all participants.
It’s not a we-win-you-lose sort of deal. In fact, it’s the opposite. Every time we come together with our partners for a solution, we open a new socket that creates value for everyone. We all need to work together and use transformative technology to help partners build successful ecosystems for customers.

Wednesday, 12 December 2018

Tracking trends via Google search results

What were some key UK trends in 2018?

Google recently published a list of the most frequently-used search terms amongst UK users. It's not a surprise that many people searched for Meghan Markle, given the hoopla over the royal wedding this year. I was surprised that her name was not at the TOP of the search list. It was #2, followed by the royal wedding.*

At #4 was searches for Black Panther, the blockbuster movie.

At the very top of the list, at #1, was the World Cup. Football fever!

To see the trends globally and country, by country, go to the page Google's Year in Search and select a place.

Globally, for example, Google says the #1 search was . . . World Cup.

Even in the United States, World Cup was the #1 search during 2018.

For historical comparison, you can also select a different year. No individual country results are available for 2001, but globally, the top search term was Nokia, followed by Sony, BMW, Palm (remember that brand? It was a personal digital assistant back in the day) and Adobe.

Fun and an interesting look back on trends from the past.

*Expect Meghan Markle and Prince Harry and the royal baby to trend very high in 2019 search results, right?