PROJECT 1: COMPANY ANALYSIS
PROJECT DESCRIPTION
The use of digital media has transformed how companies communicate with their customers. The use of the websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs has shaped current day communication strategies.
Project 1 Consists of:
- Project Requirements (topics and content to cover)
- Paper Requirements (content organization)
- Submission Requirements (how to submit your assignment)
- APA Resources (how to cite and select sources)
- Due Date Information and Late Policy
Project Requirements
Select a company that utilizes digital or social media to communicate with customers to complete Section 1.
NOTE 1: You are required to complete ALL THREE SECTIONS of this project (Sections 1, 2, and 3).
SECTION 1: COMPANY INFORMATION
Provide the following information about the company you select:
Item 1: What is the name of the company?
Item 2: What year was the company established?
Item 3: What is the companyâs goal or mission?
Item 4: What products and services does the company offer or provide?
Item 5: Provide the company website address (URL).
Item 6: How many employees does the company employ?
Item 7: Where is the companyâs headquarters located?
Item 8: What are the companyâs most recent earnings?
Section 1 Source: Include at least one source for Section 1. Include this source as an in-paper citation and on your Reference page.
Section 1 Example: The Henkel Company
To help you with completing Section 1, an example is provided below:
ââ¦Henkel was founded in 1876. People around the world trust Henkelâs innovations, brands, and technologies. In the fiscal year 2016, the company reported sales of approx. 18.7 billion euros and an operating profit of around 3.2 billion euros (adjusted for one-time gains/charges and restructuring charges). The DAX-30 company has its headquarters in Düsseldorf, Germany. Henkel employs more than 50,000 people worldwide, over 80 percent of whom work outside of Germany. Henkel is thus one of the most international German companiesâ¦â
Henkel. (2019). Company Profile. In Company Profile. Retrieved 1/15/19, from https://www.henkel.com/press-and-media/facts-and-figures/company-profile
NOTE 2: You cannot use the Henkel Company in your project.
SECTION 2: DIGITAL AND SOCIAL MEDIA USE
How does the company use Digital and Social Media to communicate with their customers?
Item 1: List all of the digital and social media platforms the company uses to communicate with customers (including websites, YouTube, e-books, e-mail and various forms of social media such as Facebook, Twitter, Pinterest, Snapchat, Instagram, and blogs).
Item 2: Describe how the company uses EACH digital and social media listed in Item 1 above to achieve its goals or mission.
Section 2 Source: Include at least one source for Section 2. Include this source as an in-paper citation and on your References page.
SECTION 3: ANALYSIS
Provide an example of how the company uses digital and/or social media to accomplish an objective (e.g. to address a serious public relations issue, promote a cause, market a product, achieve a strategic advantage by using Big Data, or promote an event).
Item 1: Describe the situation or example in detail.
Item 2: How successful was the company in accomplishing the objective? Support your answer with reference (s).
Item 3: List one thing the company could have done better to accomplish their objective. Be sure to focus on the use of digital or social media here.
Item 4: If you decide to discuss the company’s use of Big Data to achieve a strategic advantage, does their use of Big Data concern you as a potential customer? Why or why not?
To help you with completing Section 3, we have provided two sample topics below:
Section 3 Example 1: Targetâs Data Breach
Targetâs December 2013 data breach was a public relations nightmare, but the company responded swiftly over social media, posting safety guidelines on Twitter and keeping an open dialog with its aggrieved customers.
Section 3 Example 2: Targetâs Use of Big Data
Target is renowned in the industry for its data collection practices. Target maintains a customer relationship management database which includes information from in-store purchases (they link all of your purchases to a unique customer identifier) and data they collect externally (e.g. data from Facebook and other sources). Combine the two data streams and Target can predict, with a high degree of certainty, what your gender is, where you live, how far you travel to work, your relationship status, and they can even tell if you are pregnant and if so when you are due. The amount of money spent each year on pregnancy-related purchases is tremendous. In efforts to win the market share in this profit area, Target has hired a team of statisticians to perform predictive analysis. The goal, in this particular situation, is to predict which women are expecting (or soon to be), without asking them directly, by analyzing their purchasing behavior (e.g. cribs, baby clothes, prenatal vitamins, etc.). This way Target can “target” this particular demographic (with coupons, discounts, and other offers) very early, thus getting a jump on the competition.
Section 3 Sources: Include at least two sources for Section 3. Include the two sources as in-paper citations and on your References page. At least one source should be professional or scholarly.
NOTE 3: You cannot use Target in your project or any company we discussed in class (e.g. Google).
Paper Requirements
Paper Requirements
- Your paper must follow APA format guidelines throughout.
(A sample APA template for you to use is attached to the bottom of this page). Be sure to use the the sample template.
a. Double-spaced
b. 1-inch Margins
c. 12-point size professional font (e.g. Times New Roman)
d. Header
e. Automatic Page numbers
f. Title page
g. Reference page
- Length: Minimum of 1,000; Maximum of 1,500 words.
(Title page, Reference page, and direct quotes do not count toward the total word count).
NOTE 4: Going over 1,500 words is fine, but if you are under 1,000 you will be penalized (10% or one letter grade) if you have under 900 words.
- Include one Image.
Include at least one table, graph, or image of an appropriate size that is relevant and supports the information provided in your paper. Feel free to create the image if you like.
Image Example: The Henkel Company Infographic
To help you with completing your project, we have included a sample image. This is a great infographic that provides data on the Henkel Company. This infographic would work well in Section 1.
Henkel Company Infographic [Digital image]. (n.d.). Retrieved January 15, 2019, from here.
- Title Page
Your title page must be APA formatted and include the following:
a. Project Name
b. Your Name
c. Instructorâs Name
d. Course name
e. Due date of the assignment.
f. Title of Company Analysis
- References Page
Your References page must be APA formatted.
- Sources: Include at least Four (4) Sources (Total)
a. Include at least One (1) Source for Section 1.
b. Include at least One (1) Source for Section 2.
c. Include at least Two (2) Sources for Section 3. At least one of the two sources must be a Professional or Scholarly Source.
Clarification: Please do not use unprofessional sources such as Wikipedia, About.com, Answers.com, Dictionary.com, How.com, or anything remotely similar. Examples of scholarly sources include textbooks, articles, academic journals, and conference proceedings. Scholarly resources are written by experts in their fields, grounded in research, and often refereed (reviewed and edited by researchers in the field). Examples of professional sources include trade journals or magazines. Professional sources are written for a specific audience that works in a certain field. They are not research-based. You can also use our course content (e.g. Read & Watch resources) as a source as well. UMGC has a top-notch, extensive online library. You can find many scholarly and professional sources there.
- Setup & Organization
Your paper must include the following pages and Level 1 Headings:
a. Cover Page
b. Company Profile (Section 1)
c. Digital and Social Media Use (Section 2)
d. Analysis (Section 3)
e. Reference Page
APA Resources
Sample Solution
The developmental patterns around the retail business on how clients collaborate with brand, item and administrations, associations have understood the need to comprehend client experience conduct and to adjust their procedures utilizing shifted approaches through retail channels. Nonetheless, the motivation behind this report is to lead a writing survey inside the idea of retail client experience by inspecting the new scholastic distributions on the idea. The idea is laden with definitional divergences, Robinette and others (2001) declare that feelings, data, tangible improvements are traded between an organization and its clients at focuses which are being gathered and alluded to as client experience. Berry and others (2002) allude to client experience in view of three parts; they are practical for example the detail in the nature of the contribution, mechanical for example the tactile show of offering and humanic for example the way of behaving and presence of offering. The writing survey for the report will zero in on item and brand. Following this, Tesco will be utilized as a contextual investigation to show how the association utilize different retail channels. At long last, from the writing and case examination of the retailer, suggestion will be made to the retailer’s supervisory crew. Setting and foundation The retail business has kept on seeing gigantic changes with the approach of innovation prompting how costumers draw in with brands, peruse and collaborate with item and administrations. These days clients looked for the experience given by labor and products which haqve tendencies to tomfoolery, dreams and sentiments (Frow and Payne, 2007; Hirschman and Holbrook, 1982). Encounters are found in the personalities of individuals who have felt different degrees of it truly, inwardly, and mentally or could likewise be in a genuine way; they are noted as being vital and by and by intrinsic (PineII and Gilmore 1998; Gilmore and Pine II 1997). Inside and emotional reaction because of immediate or roundabout contact with the organization can be portrayed as client experience (Meyer and Schwanger, 2007); purchasing and utilizing of item and administrations is an immediate contact while notice and reports are both circuitous contacts. Nonetheless, client experience involves client’s appraisal (for example mental and full of feeling) of all immediate and roundabout dealings with the organization pertinent their buying conduct (Klaus and Maklan, 2013). Taking into account the significance of retail clients experience and the cutthroat idea of the retail business organizations are constrained to adjust their techniques to deal with the dynamic encompassing the retail channels. A few writing sets that communication with item results to encounter (Malhalke, 2008; Desmet and Hekkert, 2007; Hamilton and Thompson 2007), so does a collaboration with brand (Zarantonello and Schmitt, 2010; Valenico, 2005; Barkus et al., 2009, Keller, 2003). Nonetheless, past specialists have not characterized them as the fundamental component of client experience. Writing Survey Item: The course of client experience makes a connection between the client and the item, and in this way enhances the item (Chen and Lin, 2015). Zaichkowsky (1985) thinks that innate requirements, values and interest are the fundamental drivers of client’s acquisition of an item which are for individual importance. Hence, when shoppers participate in the acquisition of an item it implies it implies they understand what they are searching for in the item. On this, Dhar and Wertenbroch, (2000); Batra and Ahtola, (1990); Park et al., (1986); Voss et al., (2003); Assael (2006) and Mittal, (1990) make sense of that while encountering the item customer doesn’t just investigate the utilitarian qualities yet additionally indulgent qualities that an item can bring for her/him. Where ‘utilitarian’ alludes to the everyday exhibition of the item to the shopper and ‘indulgent’ alludes to the pleasurable impact of the item, or the exact part of the item or the signals that gives tangible joy, assortment, or potentially mental excitement. Additionally, it ought to be noticed that experience experienced by purchasers with item, either utilitarian or indulgent, fills in as a contribution to the item evoked full of feeling experience (Mano and Oliver, 1993). This has subsequently driven advertisers to build their anxiety towards understanding post buy process and its inclination of effect, while the term ‘influence’ is viewed as an umbrella for a progression of additional specific mental cycles, for example, feelings, temperaments and perspectives which further uncovered a purchaser’s thought towards the utilization of an item (Bagozzi et al., 1999). Brand: going by Zarantonello and Schmitt (2010) it was noticed that purchasers look for brands that gives them encounters which are interesting and critical. This is likewise connected with taking care of remotely created needs as well as spots them in a gathering or job and could additionally get together with inside produced needs (Sreedhar and Singh 2006). Subsequently this implies that the brand accomplices th>
GET ANSWER
The developmental patterns around the retail business on how clients collaborate with brand, item and administrations, associations have understood the need to comprehend client experience conduct and to adjust their procedures utilizing shifted approaches through retail channels. Nonetheless, the motivation behind this report is to lead a writing survey inside the idea of retail client experience by inspecting the new scholastic distributions on the idea. The idea is laden with definitional divergences, Robinette and others (2001) declare that feelings, data, tangible improvements are traded between an organization and its clients at focuses which are being gathered and alluded to as client experience. Berry and others (2002) allude to client experience in view of three parts; they are practical for example the detail in the nature of the contribution, mechanical for example the tactile show of offering and humanic for example the way of behaving and presence of offering. The writing survey for the report will zero in on item and brand. Following this, Tesco will be utilized as a contextual investigation to show how the association utilize different retail channels. At long last, from the writing and case examination of the retailer, suggestion will be made to the retailer’s supervisory crew. Setting and foundation The retail business has kept on seeing gigantic changes with the approach of innovation prompting how costumers draw in with brands, peruse and collaborate with item and administrations. These days clients looked for the experience given by labor and products which haqve tendencies to tomfoolery, dreams and sentiments (Frow and Payne, 2007; Hirschman and Holbrook, 1982). Encounters are found in the personalities of individuals who have felt different degrees of it truly, inwardly, and mentally or could likewise be in a genuine way; they are noted as being vital and by and by intrinsic (PineII and Gilmore 1998; Gilmore and Pine II 1997). Inside and emotional reaction because of immediate or roundabout contact with the organization can be portrayed as client experience (Meyer and Schwanger, 2007); purchasing and utilizing of item and administrations is an immediate contact while notice and reports are both circuitous contacts. Nonetheless, client experience involves client’s appraisal (for example mental and full of feeling) of all immediate and roundabout dealings with the organization pertinent their buying conduct (Klaus and Maklan, 2013). Taking into account the significance of retail clients experience and the cutthroat idea of the retail business organizations are constrained to adjust their techniques to deal with the dynamic encompassing the retail channels. A few writing sets that communication with item results to encounter (Malhalke, 2008; Desmet and Hekkert, 2007; Hamilton and Thompson 2007), so does a collaboration with brand (Zarantonello and Schmitt, 2010; Valenico, 2005; Barkus et al., 2009, Keller, 2003). Nonetheless, past specialists have not characterized them as the fundamental component of client experience. Writing Survey Item: The course of client experience makes a connection between the client and the item, and in this way enhances the item (Chen and Lin, 2015). Zaichkowsky (1985) thinks that innate requirements, values and interest are the fundamental drivers of client’s acquisition of an item which are for individual importance. Hence, when shoppers participate in the acquisition of an item it implies it implies they understand what they are searching for in the item. On this, Dhar and Wertenbroch, (2000); Batra and Ahtola, (1990); Park et al., (1986); Voss et al., (2003); Assael (2006) and Mittal, (1990) make sense of that while encountering the item customer doesn’t just investigate the utilitarian qualities yet additionally indulgent qualities that an item can bring for her/him. Where ‘utilitarian’ alludes to the everyday exhibition of the item to the shopper and ‘indulgent’ alludes to the pleasurable impact of the item, or the exact part of the item or the signals that gives tangible joy, assortment, or potentially mental excitement. Additionally, it ought to be noticed that experience experienced by purchasers with item, either utilitarian or indulgent, fills in as a contribution to the item evoked full of feeling experience (Mano and Oliver, 1993). This has subsequently driven advertisers to build their anxiety towards understanding post buy process and its inclination of effect, while the term ‘influence’ is viewed as an umbrella for a progression of additional specific mental cycles, for example, feelings, temperaments and perspectives which further uncovered a purchaser’s thought towards the utilization of an item (Bagozzi et al., 1999). Brand: going by Zarantonello and Schmitt (2010) it was noticed that purchasers look for brands that gives them encounters which are interesting and critical. This is likewise connected with taking care of remotely created needs as well as spots them in a gathering or job and could additionally get together with inside produced needs (Sreedhar and Singh 2006). Subsequently this implies that the brand accomplices th>
