Chapter7 Preliminary questions

Q1 Analyse why Tesco has chosen to focus on small, local stores in Japan and the USA rather than on larger stores.

• In Japan, this involved the takeover of an existing chain of japanese stores,Tesco introduced brand-new stores with small-scale. The advantage is this is a way to minimaise its cost, also, the return on capital employed should be high because the high profit but low capital employed, therefore there are less risks. However, it is difficult for small stores to bring a huge sales revenue and it is hard to attract customers.

Q2 Analyse internal factors that might have influenced Tesco's marketing objectives.

• The key internal factor that might have influenced Tesco's marketing objective might be the corporative objective which is sales growth for the company as a whole. The marketing department must ensure that its marketing objectives are consistent with the corporate objective of the business. Also, the popularity of the products is an important factor. To Increase the sales growth, Tesco set objective which is to be strong in non-food as in food.

Q3 Examine factors that might cause Tesco to change its marketing objectives suddenly, such as its decision to enter the US market.

• The key factor that make Tesco to change its marketing objectives suddenly is it haven't a achieve the targets for 2007/2008. In Asia, the number of stores was short of target by 86 and ub Europe, the number of stores was 69 below the target. Therefore, Tesco opened 53 stores suddenly in the US to reduce the shor of the target. Aslo, thouse additional stores will improve the efficiency of its operations. That means bigger sales growth and increase Tesco's popularity as well as goodwill.

Mindmap: Capter 7 Understanding marketing objectives

Additions:

• Marketing objectives are the specifix, focused targets of the marketing fuction within and organisation.
  
  
• Marketing pbjectives are not static. They chanes as a business develops. Ther also change in response to both interal and external circumstancs.

Rotating baby stroller with eco-creds

Priced at USD 900, the Orbit Baby Infant System includes infant car seat, base and rotating stroller that work together in modular fashion. The foldable stroller—priced separately at USD 485—features 360 degree rotation that allows the child to face forward, back or even sideways. An exclusive twist-and-lift mechanism permits one-handed folding, while a patent-pending, removable Cargo Pod makes getting to all of baby's stuff a breeze. The stroller is compatible not just with Orbit Baby's infant car seat, but also with its bassinet, toddler car seat and toddler stroller seat. Perhaps best of all, Orbit Baby uses micro-fiber upholstery fabric certified by the International Oeko-Tex Association, which limits more than 100 potentially harmful substances and chemicals. Its flame retardants, for example, meet all applicable standards without the use of many of the commonly used—and potentially harmful—chemicals. Its rain shields, similarly, are PVC-free, and its Green Edition foot muffs and car seat upholsterers—coming soon, and made of organic cotton and wool—will feature what the company says is the industry’s first fabric to be naturally flame retardant without any harsh chemicals. Orbit Baby is also working on a product recycling program for when families outgrow its products.

It is a convenient and the design is special which as I said above .So the stroller has all the function that people usually need .It considered all the situation for the babies .And the material for make the stroller is organic cotton and wool which are really comfortable for babies.But there are too many competitors in the market so it must has it own USP so i think features 360 degree rotation that allows the child to face forward, back or even sideways is quite well desgined.And it is very easy to use.

Therefore I think it is a good business idea .I think the products for babies are quite important this one looks really good .

Dragons' Den Foldio pitch

Christian Lane, the youngest ever entrepreneur in the Den battles it out with the infamous Dragons. Actually, I think Theo was right to investment.

I'm interested the folder he designed, if i see the Foldio in the stationary shop, I think i will buy it. Chris Lane required 80,000 pounds, and provide 50% shares to the investor,this is a very satisfied and attractive condition offered of investors. Also, Christiane expect that the turnover will be 450,000, but I can't imagine that the market potential for this product would be significant enough to create a million pounds business opportunity. The expected profit is 225,000 pounds, which is a lot and the cost per folder is very cheap, only 50p, that means, the probability of making huge profit is big! Christian has approached 4 manufactures and the most competitive one is in Mainland China, he knows how to reduce the cost and deal with foreigners, this is very good to his business and this is aslo his predominace to gain the finance from dragons dem.

I found the video to show where he is NOW!

Also, there's his company's website you can visit.

However, he looks very very very successful now. ^^

Farmers use vending machines to sell product

Well, I think this is a good business idea for farmers. Vending machine is always a good tool to earn money, it don't need too much space, this saves owners money and energy because they don't have to spend a lot of time selling products to customers directly.

People see snack vending machines everyday, usually no matter where they go. But they don't see vending machines which sell fresh milk, eggs, butter, cheese, potatoes and sausages. This idea is creative and innovative, customers are usually attracted by that kind of vending machines and psychologically they think those things in vending machines usually cheaper, so there are more reasons to attract people to buy. Another amazing benefit of the vending machine is it works 24 hours a day, this makes the business more competitive because not all the suppermarkets open for 24 hours and they close very early on Sunday. Vending machines really reduce costs, they don't require training, supervision, or motivation, it is very very convinient for farmers. Therefor, the investment of vending machines won't be so expensive, selling those kinds of product must average a very impressive gross profit and the return on capital must be high. Aslo, the important thing is the farmers won't worry the cash-flow problem and bad debts, becasue vending machines only products by cash.

However, people may doub the quality of the food in the vending machine and this is difficult to develop customers loyalty because it is lack of communication between the company and customers

I'M BACK!

OK,,,,

Last week was a terrible sick week for me!! - -

but,,it had all past~~~

I'm back!!,,,and keep my lovely daily blog going on ,,

haha,,^^

Group Exercise

The one of those ten actions about ethical behaviour which i want to discuss is " In order to reduce its production costs, a sportswear business moves production of its trainers to a country that employs child labour."

From the company's point of view, this is an efficient way to reduce the cost, the company will benefit from the increase of profit. However, this is unethical behaviour, it causes negative externalises (external costs), they are costs imposed on society by the company, and government have to pay the costs, which means the company fails to pay for the full cost of its action( employing child labour) and mike private profit at the cost of social welfare.

Employing child labour is not only unethical, but illegal. The company will lose its environmental responsibility by employing child labour because of the bad reputation for damaging the environment. That means it can have adverse effects on employees' perceptions of firm and its products, leading to a demotivate workforce and adversely affecting the ability of the company to attract high quality applicants. Also, there's the pressure group that might impeach the company with employing child labour and it is against the law, maybe the company will be closed down bu the government, this is very bad to the company's overall reputation and performance.