Strategy of Resisting Unfair Competitor Speech or Presentation

Strategy of Resisting Unfair Competitor - Speech or Presentation Example In addition to the functions which we provide in the I Phone, XYZ has also added a few new functions such as Wi-Fi technology and GPRS system which can attract potential customers. They have also added dedicated keys to music player which would be appealing to the market of customers of the age group between 16 and 22, the segment which is the largest purchaser of our product. A similar product to I phone with additional features and a lower price can be a big threat to the sales of I Phone as we can lose a large market share once this product is launched. Therefore, we need to take considerable steps to maintain the market share of our product and to attract new customers. I brought this issue in the knowledge of our marketing director and asked him to present me a detailed report on the steps which our marketing division can take to cope up with the situation and maintain the market share of I Phone. Yesterday, he presented me with a detailed report with all the proposed marketing strategies which Apple Co. can take to handle the new competition.   In the following section, I am presenting the marketing strategies which the marketing director has proposed taking into consideration the 4 Ps of marketing: Marketing director’s proposal: I phone is a cell phone designed for the market segment of age group between 16 and 22, that is, high school and college students and belonging to the upper middle and high-income group. This segment is found in locations such as schools, colleges, malls, concerts, and clubs. The segment also uses media such as the internet on daily basis for long hours and spends time on social networking websites. People in this age group highly rely on peers and social groups before making any buying decisions. Moreover, people in this age group are considered as Generation Y and gather a lot of information before making any purchase such as a cell phone as they seek value for money. In order to market the product to this segment, both ATL and BTL marketing activities play an equally important role. This segment, which is known as Generation Y, are very different from the other market segments as they are well informed and look for value for money. They are not influenced a lot by the brand name. X phone, which is a replica of I phone with additional features and a lower price would be able to gather a large market share if we do not take immediate steps to counter their marketing activities. Following is the proposed marketing mix which Apple Co. can use to market I phone under the new conditions. Product: Although I phone contains many innovative features and functions when it was launched, but now that a similar product is coming in the market, we need to make some product improvements in our existing model in order to make it more appealing to teenagers and young adults, who are our main market. By adding new innovative functions to our product, which are better than what X phone is offering, we can still manage to keep or even increase our market share.   In order to find new and attractive functions, we would need to make some extensive research and development.

CRITICAL REVIEW OF TOURISM STUDIES ARTICLE Essay

CRITICAL REVIEW OF TOURISM STUDIES ARTICLE - Essay Example Utilising man's instinct to travel to make commercial sense has resulted in various governmental and tourism related entities vying for a share of the wallet. Since the penchant for real, genuine, authentic destinations are on the rise, many are being touted as such and aptly exhibited to trigger interests in the tourist. This is called "staging" and this has led to the loss of authenticity. This article deals with how there is a loss of authenticity of the destinations due to the necessity to conform to expectations as perceived by the tourists. "Staged authenticity" involves manipulation of local cultural phenomenon to cater to the expectations of tourists arriving there. This may be in the form of hosting shows to adding cultural expressions and cultural aspects of the local culture that closely align to creating an experience for the tourists. These shows may not necessarily be replicas of the original culture. Tourism can turn local cultures into commodities when religious rituals, traditional ethnic rites and festivals are reduced and sanitized to conform to tourist expectations, resulting in what has been called "reconstructed ethnicity." As long as tourists just want a glimpse of the local atmosphere, a quick glance at local life, without any knowledge or even interest, staging will be inevitable. It leans more towards creating that unique experience than preser ving local culture or involving the locals as a part of that culture and bringing the tourist into the unique world for a glimpse. However, this article also says that while these hyperactive contrived experiences may satisfy a postmodernism oriented tourist, it may fall short when a genuine authentic experience-seeking tourist is in contact with it. The article also argues that though it is important for the experience to be real, often even in the genuine historic sites, it is not possible to recreate accurately every aspect of the past. This is because the past is an immense entity of which we are fortunate to have a glimpse of certain pieces of the puzzle. We will never be able to comprehend in totality of what life was at that point in time. In addition, to make it more viewable to the public, it is often necessary to sanitize the site and provide basic amenities and odour removal so that the tourist is not turned off exploring it. Therefore a minimal amount of doctoring when the lines between the real and the "doctored" are almost invisible, the experience for the tourists is more authentic and satisfying. Once a destination is sold as a tourism product, and the branding of the destination starts duplicating an experience to the tourists that may or may not be exactly what the tourists want. Perception of an experience by the tourists is very individualistic and subjective. This is because each individual perceives an experience differently. While a few staged local shows and a photograph moment with the locals may be sufficient for a certain group of individuals as a long-term memory there are another set of tourists who are disappointed by the lack of true cultural aspects. In conclusion, the article stresses the following points. The definition of "authenticity" is by itself very subjective because how the scholar, researcher and the heritage manager visualize it may be different from how the tourist perceives it. While there are some of