Jelmar’s Differentiation Strategy
Jelmar’s Differentiation Strategy
III. Advertising the Subscription Service through Trade shows and Sample Packages
Jelmar can differentiate itself from the competition in the cleaning industry by advertising its subscription service using trade shows and offering sample packages to potential customers. Grewal, Bart, Spann, and Zubcsek (2016; Lee & Hong, 2016) assert that one of the roles of advertising is to create awareness of the offerings of an organization by disseminating information such as price and brand name. This strategy will be instrumental in highlighting the unique features of Jelmar’s services, mitigating the chances of substitution. Michael Porter’s industry analysis model highlights the threat of substitution as one of the factors that affect the success of a commodity within a competitive market (Hu & Yang, 2016). By demonstrating the exceptionality of its cleaning services to the public, Jelmar will show potential customers that no other firm offers a similar service, attracting customers to the organization. Advertising is also useful in changing the attitudes and perceptions of the customers towards a product or service. Fransen, Verlegh, Kirmani, and Smit (2015) claim that advertisements inform the client about the offering, dispelling any reservations. Some promotional strategies used in the market today show the commodities in use, reinforcing the positive attitudes of the customer towards the products and services. The selection of the advertisement strategy for Jelmar’s cleaning services will enhance the firm’s market performance.
Marketing to Restaurant Owners at Food Service Trade Shows
The first step in ensuring the success of the selected strategy involves identifying the target audience. A target market comprises a select group of current or potential customers on who a business focuses its advertising and promotional endeavors (McAlexander, Koenig, & DuFault, 2015). Identifying the target audience makes up the first phase in the implementation of a promotional strategy (Kannisto, 2016). Jelmar’s target market comprises restaurant businesses since cleanliness is one of the factors that affect the satisfaction of the consumers that make up their market segment. The statistics posted by the World Health Organization (WHO) in the New York Times showed that food exposed to unsafe and contaminated conditions caused ove 200 diseases in 2014 extending from diarrhea to cancers. Sanitation, from this perspective, is an important aspect of restaurant customer service and can impact the ability of the businesses to attract customers. Food service trade shows will be a valuable opportunity to advertise Jelmar’s services to local restaurant owners in Chicago since they will all be together in one place. Costs associated with this strategy will be low since there will be no need to search for an audience with individual business owners to make them aware of Jelmar’s cleaning services.
Distributing Sample Packages
Once the restaurant owners are aware of the quality of the Jelmar’s cleaning services, they will receive from Jelmar, there is a need to implement a promotional strategy. Ziliani and Ieva (2015) define promotion marketing as a message integrated with an incentive aimed at persuading the target audience to take immediate action. The aim of adopting this strategy is to encourage brand interaction that can promote future purchases. Distributing sample packages will constitute the promotional strategy, which offers potential clients a glimpse at the commodities a company offers (Foubert & Gijsbrechts, 2016). This sampling strategy will be useful in shaping the attitudes and perceptions of the customers towards Jelmar’s products, aligning with the theory of reasoned action and planned behavior. These theories explore the relationship between the behavior and attitudes of the customer (Abraham & Sheeran, 2017; Conner, 2014). They offer useful frameworks for predicting customer purchasing decisions based on their intentions and beliefs. Offering the restaurant owners packages tailored to the specific needs of their businesses will be instrumental in shaping their attitudes and encourage them to purchase Jelmar’s services. One of the benefits of this promotional strategy is that it is cost-effective (Shareef, Dwivedi, Kumar, & Kumar, 2017). The fact that the business owners will be together in one place only reduces the costs needed to implement the promotion. Moreover, Jelmar will be targeting local restaurants, which will reduce the amount of resources required in the distribution of its services.
Abraham, C., & Sheeran, P. (2017). Implications of goal theories for the theories of reasoned action and planned behavior. Planned Behavior, 101-122. doi:10.4324/9781315126449-7
Conner, M. (2014). Extending not retiring the theory of planned behaviour: a commentary on Sniehotta, Presseau and Araújo-Soares. Health Psychology Review, 9(2), 141-145. doi:10.1080/17437199.2014.899060
Foubert, B., & Gijsbrechts, E. (2016). Try it, you’ll like it—Or will you? The perils of early free-trial promotions for high-tech service adoption. Marketing Science, 35(5), 810-826. doi:10.1287/mksc.2015.0973
Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6-16. doi:10.1080/02650487.2014.995284
Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile advertising: A framework and research agenda. Journal of Interactive Marketing, 34, 3-14. doi:10.1016/j.intmar.2016.03.003
Hu, Y., & Yang, S. (2016). The competition situation analysis of environmental service industry in China: Based on Porter’s Five Forces Model. 2016 13th International Conference on Service Systems and Service Management (ICSSSM). doi:10.1109/icsssm.2016.7538556
Kannisto, P. (2016). “I’m not a target market”: Power asymmetries in market segmentation. Tourism Management Perspectives, 20, 174-180. doi:10.1016/j.tmp.2016.09.001
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. doi:10.1016/j.ijinfomgt.2016.01.001
McAlexander, J. H., Koenig, H. F., & DuFault, B. (2015). Millennials and boomers: Increasing alumni affinity and intent to give by target market segmentation. International Journal of Nonprofit and Voluntary Sector Marketing, 21(2), 82-95. doi:10.1002/nvsm.1544
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Shareef, M. A., Dwivedi, Y. K., Kumar, V., & Kumar, U. (2017). Content design of advertisement for consumer exposure: Mobile marketing through short messaging service. International Journal of Information Management, 37(4), 257-268. doi:10.1016/j.ijinfomgt.2017.02.003
Ziliani, C., & Ieva, M. (2015). Retail shopper marketing: the future of promotional flyers. International Journal of Retail & Distribution Management, 43(6), 488-502. doi:10.1108/ijrdm-02-2014-0022
Due date: Friday, 29 March 2019 23:59
The submission must be via Blackboard’s turnitin link.
This assignment requires you to research a topic pertaining to contemporary digital issues facing organisations, by addressing the following:
Justification and rationale of the chosen topic. (5%)
Comprehensive review of the evolution and current state of these contemporary digital issues in relation to your topic. (15%)
Critical evaluation on the challenges and opportunities of these contemporary digital issues. (20%)
Critical analysis and discussion of these contemporary digital issues affecting business organisations. (25%)
Identify digital tactics and strategies undertaken by business organisation to address the issues. (20%)
Conclusion and recommendations for business organisations. (10%)
Future direction of these contemporary digital issues. (5%)
Your research must be based on a critical analysis of your chosen topic against a framework which is a distillation of the critical elements you have synthesised from your review of relevant literature and empirical evidence. You are expected to provide convincing evidence derived from secondary sources in your review, analysis and discussion.
You must use wide range of references, including academic and up-to-date references as the research is dealing with contemporary digital issues. Reference style must follow Harvard Reference Systems, e.g. EJIS style (European Journal of Information Systems).
The report should be word-processed, the length of your critique should be between 3000- 4000 words. Please state the number of words using Word Count function at the end of your report.
You should ONLY submit your assignment using Blackboard’s turnitin link. Please follow the instructions provided in BREO’s “Assessment” folder. Your work will NOT be assessed if you failed to submit a copy online.
Your chosen topic must be approved by your seminar tutor to confirm the topic is pertaining to contemporary digital issues.
Marking Criteria – Assessment 2 Individual Report (70%)
Your assignment will be marked with the following marking criteria and the common assessment scale in Section 5.3.
1. Justification and rationale of the chosen topic. (5%)
· Outline the chosen topic with a clear context
· Clear rationale with sound justification
2. Comprehensive review of the evolution and current state of these contemporary digital issues in relation to your topic. (15%)
· Thorough review on the evolution and development of the issues
· Solid understanding of relevant concepts and theories related to the topic and related issues
3. Critical evaluation on the challenges and opportunities of these contemporary digital issues. (20%)
· Critical and in-depth knowledge of the issues
· Good breadth of understanding of the challenges and opportunities
· Highlight relevant ethical and contentious issues
4. Critical analysis and discussion of these contemporary digital issues affecting business organisations. (25%)
· Relevant examples with concrete and up-to-date evidence from empirical sources
· Identification of trends and/or contradictions among the examples
· Substantive references to support your analysis and discussion
5. Identify digital tactics and strategies undertaken by business organisation to address the issues. (20%)
· Sound understanding of digital tactics and strategies
· Awareness of relevant technological tools and solutions
· Evidence from empirical resources
6. Conclusion and recommendations for business organisations. (10%)
· Clear summary and conclusion
· Quality and justification of recommendations
7. Future direction of these contemporary digital issues. (5%)
· Prediction of future direction of these contemporary digital issues
· Implications on organisations and society
1. READ the file which “writing assignment” and “Assignment_Example” first please. It is important. It including the structure of essay and example which needs to write. Please follow the instructions that what the essay should including. There are seven steps which each step include what should write.
2. The country for my research report is Mozambique, you need to find the data for only this country, and the a period time not shorter than 20 years and as recent as possible.
3. The final paper must have a complete structure from introduction to conclusion and references with an internal coherence. Must follow the steps in the guidelines.
3. Words must be around 2000 words, double-spaced, have a font size of 12 in Times New Roman.
4. There are some handouts that we learned in class. You could take a look to make sure the essay is related to knowledge, topics, concepts and models we learned in class.
5. You should report all your references
Leadership Support, Co-Worker Support and Employee Creativity essay helpStudent’s Name
Leadership Support, Co-Worker Support and Employee Creativity
Introduction and Background
A competitive advantage is a condition that makes a company’s product or service superior to rivals. In business, competitive edges can be attained through cost advantages and product or service differentiation. The business environment has become quite competitive and dynamic to the extent that innovation has become rare and valuable. Zaitouni and Ouakouak underscore the fact that the creative behavior of employees underlies organizational innovation and competitiveness (1745). As such, an environment that supports creativity will improve an organization’s capacity to incorporate new ideas and heighten performance. In addition to a workplace environment that rewards creative behavior, encourages cooperation and inspires individuals to take the initiative, Zaitouni and Ouakouak propose that companies should consider improving their leadership and co-worker support strategies (1746). Leaders inspire their followers to become creative by exhibiting positive and supportive behaviors. For instance, leaders can motivate employees to come up with novel and innovative ideas by recognizing and rewarding the input from team members. On the same note, co-worker support refers to the belief that colleagues will assist in solving work-related issues that interfere with objectives. Enhancing co-worker support should be the goal of many companies because it improves employee engagement, job satisfaction, creativity, and productivity. In this sense, the article in question was focused on examining the role of leadership and co-worker support in enhancing the creative behavior of employees and productivity.
The significance of the Study
Although current literature already has extensive coverage of the influence of leadership and co-worker on creativity, empirical and detailed inquiries on these subjects are lacking. The relationships between the variables have only been proposed and hypothesized in literature. Due to the paucity of detailed and empirical insight into the nature of the relationship between leadership support, co-worker support and creativity, Zaitouni and Ouakouak sought to expand the horizons of current literature (1746). Besides, leadership is an essential strategy for boosting an organization’s structure. The study’s findings are useful for improving leadership and teamwork strategies, assisting organizations in becoming more competitive. For instance, effective leaders establish a vision, communicates plans and motivates team members to work together to solve problems. In other words, leaders inspire colleagues to support each other. The findings of the research are valuable because they introduce creativity as the product of leadership and co-worker support. The study also investigates the moderation effects of other human resource management concepts, particularly employee engagement and tenure. These moderating variables are useful in expounding the relationship between the identified variables.
Objectives and Research Questions
In light of the study’s background and significance, the researchers’ primary focus was particularizing the empirical relationship of leadership support, co-worker support, and employee creativity. Since creativity is the foundation stone for innovation and heightened productivity, elucidating this relationship was a significant contribution to existing knowledge. The following objectives, therefore, defined the scope of the research.
To examine whether and how leadership support and co-worker support improve employee creativity while at work.
To investigate the moderating effects of employee engagement and tenure on leadership and co-worker support using a moderation approach.
To examine and test the direct relationship between employee creativity and firm performance.
As such, the following were the study’s research questions.
Do leadership support and co-worker support strategies improve employee creativity in the workplace?
What are the moderating effects of employee engagement and tenure on leadership and co-worker support efforts of an organization?
What is the relationship between employee creativity and firm performance?
Zaitouni, Michel, and Mohamed L. Ouakouak. “The impacts of leadership support and coworker support on employee creative behavior.” International Journal of Productivity and Performance Management, vol. 67, no. 9, 2018, pp. 1745-1763.