APAN 5800 proposal Sample docx
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School
Columbia University *
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Course
5800
Subject
Marketing
Date
Feb 20, 2024
Type
docx
Pages
5
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Sample Proposal
To:
From:
Date:
Introduction (Description/Background)
:
Amazon Prime and Amazon Fresh provide local delivery to consumers. but although Amazon has added several retail grocery stores to improve its fast-
growing chain of physical stores before, the join of Whole Foods certainly furthered Amazon the ability to distribute products more freshly and locally. Most importantly, Whole foods incorporate the grocery chain to the current delivery system of Amazon.
Challenge/Opportunity
:
Amazon is facing increasing competition from Whole Foods. Whole Foods focuses
on offering organic and premium products for wealthy people. But the inequality between its high price and quality made its operating margin to decrease. And we have not seen any changes since the acquisition happened. Meanwhile, we found the biggest challenge Amazon now facing is about data utilization. It is crucial for Amazon to conduct a customer behavior analysis. Rationale
:
To help Amazon improve sales and promote upselling, it is necessary to collect and utilize data from WFM. First, we will devise a scheme from a geographic view. Currently, only 479 WFM stores exist in the US. Amazon can improve its operational strategies through analyzing customers’ demographic and geographic features, including customers' age, gender, income level, location, and Online-or-
Onsite preference. Opening new stores can benefit multi-channel retailing for both Online and Onsite. Increasing physical stores also help Amazon achieve 2-hour-
delivery aim and provide after-sales service stations, improving competitive advantage.
Secondly, we will provide a scheme from a marketing view. We will collect consumers' previous shopping habits, like frequency, time selection and preferred product combination. Through analyzing individuals' shopping habits, we can
provide accurate recommendations and one-time or automatic orders for consumers, which not only improves consumers shopping experience but also increases the sales of goods. Knowing the purchasing time selection, we can provide flash sales to stimulate the sales in off-peak hours or enlarge the sales during peak hours. Furthermore, we can utilize this data to design more sales strategies with efficient promotion ways and price setting.
Thirdly, we will move on to the management and logistic view. After the acquisition, the biggest change for WFM is Prime memberships. This is the first time WFM adopt memberships model and offer discounts. Through analyzing the number of Prime memberships and the users in WFM, we plan to discover the best way to balance the discount cost and the membership revenue, trying to increase WFM’s sales as well as Prime memberships. Considering vendors, we need to compare the prices of goods in WFM and other food markets, to make sure of competitive advantage in organic foods. Figuring out the out-of-stock rate and inventory turnover ratio can also ensure the success in logistic chain.
Besides, through the qualitative questions in customer’s surveys, Amazon can get a
thorough understanding about the expectations of customers and its strengths from customers’ view. Therefore, the strengths can be advertised in Amazon’s slogan to attract more potential customers and achieve upselling strategies.
Cost Analysis
:
It is important to identify any potential costs related to this project to see if this analysis is worth conducting. Major costs are identified and generalized into three categories include consulting costs, software license costs and survey conduction costs. The consulting costs include fees paid to the consulting firm that covers all members’ salary as well as the cost on travel reimbursement expenses. The consulting team sent by Third-Party-Consulting Firm is formed by one experienced
project manager, two senior level analysts and four junior associates. Referring to
the industry average, the total salary expenses for this three-month project is around $130,000 (please refer…). Also included in the consulting costs is the expected traveling reimbursements. This project expects moderate traveling from the east coast to the west coast. So the amount is assumed based on seven round trips from JFK to SFO with a total air fare of $2100 and hotel costs around $900.
(Wage References)
https://www.glassdoor.com/Salaries/consulting-project-manager-salary-SRCH_KO0,26.htm
https://www.glassdoor.com/Salaries/management-consulting-senior-analyst-salary-
SRCH_KO0,36.htm
https://www.glassdoor.com/Salaries/junior-analyst-salary-SRCH_KO0,14.htm
https://www.google.com/flights?newwindow=1&lite=0#flt=JFK.SFO.2019-11-
10*SFO.JFK.2019-11-15;c:USD;e:1;sd:1;t:f
Position
Annual Average Income
Three Month Salaries
Salary Consulting Manager(1)
120000
30000
30000
Senior Analyst (2)
80000
20000
40000
Junior Associates (4)
60000
15000
60000
Totsl Funding Requrdted
$130,000
Students, please see the Gant-style Tasks/Cost chart below. Additional detail can be added to describe the timeframes for the various phases of the project, including funding requirements and
the due data.
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Related Questions
- Discussion #1arrow_forwardQuestion 3 With the article above in mind, propose how the three and four star Dubai hotels can design a customer driven marketing strategy and segment the consumer market.arrow_forwardQuestion 1. (Word Limit 250 – 350 words for each question) The logistics function can add value to an organization in a number of ways. Identify and explain the time-based opportunities for adding value. b) Elucidate the stages involved in developing a segmented supply chain strategy.arrow_forward
- Strategic Supply Chain management Question 1. By use of ‘PESTLE’ analysis, explain how environmental factors affect business.arrow_forwardSubject: Channel management Q#3) What are the importance of Wholesale & what challenges faces wholesale? Q#4) With respect to channel importance vs retail channel vs wholesale?arrow_forwardQuestion 1: Supposedly, being a manager at a pharmaceutical firm;a. What type of supply chain strategy will you prefer to implement? b. Describe the reasons that why you selected that specific supplychain strategyarrow_forward
- Question 2: According to the Business Intelligence and Analytics tools, answer the following questions. a) What is Cloud-based OLAP services? b) List in the Table 1 the market leading vendors for OLAP systems. Table 1Vendor products OLAP Vendor Product(s)arrow_forwardQuestion 2 Nasir Mansha, aftersuccessfully completing his Postgraduate Diploma in Operations Management from Oxford University, returnedto Pakistan. He is being welcomed by his families and friends andeveryone wantsto talk to him about his recent achievement. But his Unde, Sadaqat Ali, was desperately looking for him to discuss a very important issue that was relatedto his company's supply chain. He knewthat supply chains are managed differently and more integratedly in developed countries comparedto developing countries like in Pakistan. Sadaqat Ali was really keento knowfrom Nasir Mansha why organization in Pakistan or any other developing countries are reluctant to develop supply chain like developed countries? What stopsthem doing so? Any fear? Any doubts? Suddenly, Sadaqat spotted Nasir and he instantly approachedto Nasir to clarify on these issues. As a student of OlM, if you are Nasir Mansha, what would be your responseto your uncle? Explain it in detail.arrow_forwardQuestion 3 “The pandemic has moved forward retailers’ plans for online shopping, with Pick n Pay’s push set to take on Checkers’ Sixty60 service and Woolworths Dash. Launched in December 2020, Woolworths Dash is a same-day delivery service which is currently available in parts of Gauteng, the Western Cape and KZN. Checkers launched its Sixty60 app in 2019.The service allows customers to accept delivery within 60 minutes, or alternatively at a time that best suits them.”Identify the most appropriate model that the marketing manager at PnP would have explored to ascertain the competitive landscape and potential profitability of going live.arrow_forward
- Question-2 Read the given scenario and answer the following. Use separate heading to answer each point. The maximum limit of words-count in each part is 300 words: Explain time utility and place utility in the context using 7 R’s of logistics. Identify the drivers of logistics. A Rose Is a Rose, but Only If It Is Fresh Supply chains for food and flowers must be fast, and they must be good. When the food supply chain has a problem, the best that can happen is the customer does not get fed on time; the worst that happens is the customer gets food poisoning and dies. In the floral industry, the timing and temperature are also critical. Indeed, flowers are the most perishable agricultural item—even more so than fish. Flowers not only need to move fast, but they must also be kept cool, at a constant temperature of 33 to 37 degrees. And they must be provided preservative-treated water while in transit. Roses are especially delicate, fragile, and perishable. Eighty percent of the roses…arrow_forwardQuestion 5 Customer service is the ability of logistics management to satisfy customers' requirements. Identify five ways how customer service could be measured and analyze why each is important.arrow_forwardQUESTION 4Starbucks is mostly known to be a retailer of coffee drinks that are brewed in-house using coffee beans and other equipment sourced in the market. Starbucks is now considering vertical and horizontal integration beyond coffee drinks retail. Using the theory of the optimal boundary of the firm, discuss the make-or-buy decision as well as the scope for horizontalintegration and diversification of Starbucks. What stages of the vertical chain should it consider conducting in-house? What other horizontal markets may it integrate into and why? QUESTION 5In Singapore, 13 fresh chicken suppliers together accounting for 90% of market share have received a record $27 million fine for operating as a cartel, fixing prices at a high level and restricting output. To achieve this representatives of the firms repeatedly met at at the Poultry Merchants' Association. Analyse the interaction between the firms using game theory. Simplify your model to only 2 players representing the different…arrow_forward
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SEE MORE QUESTIONS
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Recommended textbooks for you
- Purchasing and Supply Chain ManagementOperations ManagementISBN:9781285869681Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. PattersonPublisher:Cengage Learning
Purchasing and Supply Chain Management
Operations Management
ISBN:9781285869681
Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
Publisher:Cengage Learning