Branding, Pricing, and Distribution Strategies

ASSIGNMENT 3 MARKETING PLAN FOR TEACH CHINA BRANDING, PRICING, AND DISTRIBUTION STRATEGIES This section of Teach China’s Marketing Plan will focus in on key factors related to branding, pricing, and distribution: creation and development of the domestic and global product branding strategy; determination of optimum pricing strategy; looking at how the pricing strategy supports Teach China’s branding strategy, preparation of a distribution channel analysis, justification of opting for a push or pull strategy; an overall look at how the distribution strategy fits the product/service target market.It is very important that a start-up company, such as Teach China, build and develop a strong product brand. It is essential that such branding solidify the link between the values of Teach China and its customers. Because of the competiveness of the education market branding the commodities and services of Teach China must be unique. Additionally, branding education is considera bly different than branding a commodity. [ (Gupta & Singh, 2010) ] According the Dr. ’s Gupta and Singh, the movement of a globalized world to a knowledge economy opens immense opportunities for building education brands. (Gupta & Singh, 2010) ] Gupta and Singh also warn against the tendency to confuse â€Å"branding in education as making enough noise to get people to enroll. † (2010) In determining a brand for Teach China it is imperative that the numerous stakeholders in this market are taken into consideration. Gupta and Singh suggest that a â€Å"careful balancing of the stakeholders’ interest is a key requirement of the leadership of each education brand. They identify the stakeholders as, students, faculty, prospective employees, parents and society.Research of current literature show that educational services earn their repeat business by word of mouth of well satisfied and well placed individuals. [ (Gupta & Singh, 2010) ] This idea is further supporte d by a feasibility study conducted by Bradley and Griswold who posit that â€Å"most Chinese are reliant on third-party endorsements from friends and colleagues. † [ (Bradley III & Griswold, 2011) ] The branding of Teach China must also take into consideration the fact that consumers are savvier, demanding value for their money and have little brand loyalty. (Abhijit & Chattopadhyay, 2010) ] Like other service providers, Teach China will have a logo, but its main source of branding, based on current literature will be through the use of social media and word of mouth. Additionally, Teach China’s partnering with an established educational institute, as stated in an earlier section of the company’s marketing plan, will have a direct impact upon branding. For its international market, Teach China will rely heavily upon business to business publications and its Web presence to promote services offered.Teach China will also target setting up a booth or kiosk at trade shows. Dr. Young-Han Kim, et al, writing for Managerial and Decision Economic, 2006 stated compelling reasons why optimal pricing is important: Of the four P's of marketing (product, place, price, and promotion), pricing is the only T' that generates revenue for a company. Although effective pricing can never compensate for poor execution of other P's, ineffective pricing can certainly prevent careful execution of other P's from bearing financial rewards for the company (Nagle and Holden, 1995).The role of pricing becomes even more critical in the context of global market entry. [ (Kim, Aggarwal, Ha, & Cha, 2006) ] Pricing services offered by Teach China is drastically different from pricing a product. There are three different pricing strategy options available to Teach China: cost-plus pricing, competitor’s pricing, or value added pricing. Cost-plus pricing is the standard used by many businesses. Elizabeth Wasserman, editor of Inc. s technology website, quoting Jerome Ost eryoung, a professor of Finance at Florida State University and outreach director of the Jim Moran Institute for Global Entrepreneurship, states that when determining the cost of a service using this method, one must be certain to include a portion of your rent, utilities, administrative costs, and other general overhead costs. [ (Wasserman, 2012) ] This approach could return the greatest profit margin but would cause a fluctuation in price when other costs increase.According to Professor Osteryoung, one should be aware of what competitors are charging for the same service. Yet he cautions against competing on price. Instead, he suggests that service companies compete on service, ambiance, or other factors that set [them] apart,† [ (Wasserman, 2012) ] The other factor discussed by Professor Osteryoung is perceived value to customers. Osteryoung points out that setting a price for a service can be subjective.He rightly posits that pricing (for a service) becomes an art form whe n one considers that â€Å"the important factor in determining how much (a customer is) willing to pay for a service may not be how much time was spent providing the service, but what the customer perceives as the value of the service and the level of expertise,† [ (Wasserman, 2012) ] One method available for setting a price for the services offered by Teach China would be to use what has been called in some literature the â€Å"service pricing formula†.Simply put this method helps determine an hourly rate for services rendered. Desired annual salary + Annual fixed costs (overhead) + Desired annual profit ?Annual billable hour = Hourly rate The other method used by my most businesses offering a service is simply that of setting market-based rates. In the book, The Small Business Start-up Kit, the authors suggest that if your rate is too high it will result in not getting clients. (Pakroo & Repa, 2004) There is also danger in setting rates below the market value. A PDF document downloaded from www. edi. org, warns that â€Å"In a service business, people tend to think that something is wrong, if your prices are too low. They assume that the services are of inferior quality. † (Anonymous, 2012) Taking into consideration available literature research, Teach China will use a market based flat fee rate for services (including a 5% profit margin), with an offer of a discount for businesses enrolling five (5) or more employees. An internet search of prices for language courses returned a range of prices from $645 to over $2000.In order to be competitive in this market, Teach China will offer 20 courses for $1500 this will include study materials, for an additional fee students can spend two weeks in China practicing skills learned. Since these prices reflect doing business in one of China’s major cities, there will be a cost reduction of 10-20% for students from targeted cities. These projections will be adjusted as financial statements ar e prepared showing the cost of fixed assets, faculty and staff, and other operating expenses.The chosen pricing strategy for Teach China is designed to enhance customers’ perceptions about the service offered by the company (its brand). Teach China is selling a value service, offering expertise in language training and instruction. The pricing strategy chosen for Teach China will insure that the company can continue to afford and offer the best language instructors in the business. The target market of Teach China usually shop for similar services by listening to recommendation, reputation and testimonials of satisfied customers.The distribution channels most used by the industry include direct marketing via target mailing, the internet and broadcast media. Teach China will therefore follow the industry standard, specifically, the following strategies will be used to help accomplish the marketing objectives and business goals of Teach China: Direct Mail; Direct Sales; Televis ion programs; with infomercials; Internet strategies; Participation in business trade shows. In its international market, Teach China will benefit from its partnership with its designated education partner already in operation in mainland China.Chris Rimlinger wrote an article in 2011 in Franchising World in which he advocates a balance of both push and pull marketing strategies to â€Å"expand the brand's reach and attract new consumers, maintain lasting relationships with existing consumers, and meet sales goals by creating demand and satisfying existing market needs. † [ (Rimlinger, 2011) ] Teach China’s direct marketing tactics will be the push that gets the brand in front of the consumers. Teach China’s television, infomercials and internet strategies will be the pull that creates consumer demand for the service offered.Using a balance of both push and pull marketing strategies will facilitate Teach China’s brand being disseminated at home and abroad . The combination strategy will allow for specific target marketing to students, businesses and governments. Additionally, according to research conducted by Mike Sands, this type of combination strategy is the most effective way of harnessing technology to develop and control electronic customer relationship management. [ (Sands, 2003) ] Bibliography Abhijit, R. , ; Chattopadhyay, S. P. (2010). Stealth Marketing as a Strategy.Indiana University, Kelley School of Business. Retrieved May 07, 2012 Anonymous. (2012, May 9). PRICING METHODS. Retrieved from SEDI: www. sedi. org/DataRegV2-unified/capnet†¦ /pricing%20methods. pdf Bradley III, D. B. , ; Griswold, R. J. (2011). A Feasability Study to Develop a Foreign Language Academy in China. Journal of International Business Research, 19. Retrieved May 08, 2012, from http://go. galegroup. com/ps/i. do? id=GALE%7CA275130691;v=2. 1;u=tall18692;it=r;p=AONE;sw=s Gupta, M. , ; Singh, P. B. (2010).Marketing and Branding Higher Education: I ssues and Challenges. M. J. P. Hikhand University, Invertis Institute of Management Studies. Uttar Pradesh, India: Review of Business Reasearch. Retrieved May 07, 2012 Kim, Y. -H. , Aggarwal, P. , Ha, Y. -M. , ; Cha, T. H. (2006). Optimal Pricing Strategy for Foreign Market Entry: A Game Theorectic Approach. Managerial and Decision Economics. Retrieved May 08, 2012, from http://www. jstor. org/page/info/about/policies/terms. jsp Pakroo, P. H. , ; Repa, B. (2004). The Small Business Start-Up Kit. Ipswich,, MA: NOLO.Rimlinger, C. (2011, December). Push and Pull Marketing Strategies: Using Them to Your Advantage. Franchising World, 43(12), 15-16. Retrieved May 10, 2012, from http://search. proquest. com/docview/913283066? accountid=10913 Sands, M. (2003). Integrating the web and e-mail into a push-pull strategy. Qualitative Market Research, 6(1), 27-37. Retrieved May 09, 2012, from http://search. proquest. com/docview/213439175? accountid=10913 Wasserman, E. (2012, May 08). How to Pric e Business Services. Retrieved from Inc. Com: http://www. inc. com/guides/price-your-services. html .

Free Essays on Feminsim

Femininity An Evolution I have heard it said so many times and by so many women â€Å" I wish I were a man†. â€Å"Men have it easy†.This statement stems from the fear and anger that comes from so many years of submission and oppression. A statement that comes from the pressure to meet standards and bodily perfections, but the woman of today, as she grows with time is proud to say that she is a woman or rather a women of substance. Women have come a long way and freed themselves from gender related stereotypes and redefined femininity. Since the mid -twenties the role of women has changed dramatically from politics to business, to academics and sport. Women have gained prominence that would have been unimaginable to earlier generations, like that of the fifties where women lived in the shadow of men accomplishments and were powerless to change their situations. † Three decades ago a typical family was depicted as a man and woman who married each other, had beautiful children.and women proudly wrote occupation â€Å"housewives† on forms . Femininity was the epitome of the fifties and was constructed to the adaption of male power. A women of the fifties grew up in an era where women held one of the three stations -A daughter, Housewife or mother. Women were influenced by magazines and articles with slogans like â€Å"femininity begins at home† and â€Å"have babies when your young. The typical housewife’s goal or daily chore was to try make home a place of peace, order and tranquillity. She had to be prepared fifteen minutes before her husband got home from work, touch up her makeup , put a ribbon in her hair and look fresh. She also had to minimize the noise of the vacuum, washer dryer and urge the children to be quiet. Another rule to be followed was to be quiet and let him do all the talking and not greet him with problems and complaints.The only ambition of the fifties women was to be a perfec... Free Essays on Feminsim Free Essays on Feminsim Femininity An Evolution I have heard it said so many times and by so many women â€Å" I wish I were a man†. â€Å"Men have it easy†.This statement stems from the fear and anger that comes from so many years of submission and oppression. A statement that comes from the pressure to meet standards and bodily perfections, but the woman of today, as she grows with time is proud to say that she is a woman or rather a women of substance. Women have come a long way and freed themselves from gender related stereotypes and redefined femininity. Since the mid -twenties the role of women has changed dramatically from politics to business, to academics and sport. Women have gained prominence that would have been unimaginable to earlier generations, like that of the fifties where women lived in the shadow of men accomplishments and were powerless to change their situations. † Three decades ago a typical family was depicted as a man and woman who married each other, had beautiful children.and women proudly wrote occupation â€Å"housewives† on forms . Femininity was the epitome of the fifties and was constructed to the adaption of male power. A women of the fifties grew up in an era where women held one of the three stations -A daughter, Housewife or mother. Women were influenced by magazines and articles with slogans like â€Å"femininity begins at home† and â€Å"have babies when your young. The typical housewife’s goal or daily chore was to try make home a place of peace, order and tranquillity. She had to be prepared fifteen minutes before her husband got home from work, touch up her makeup , put a ribbon in her hair and look fresh. She also had to minimize the noise of the vacuum, washer dryer and urge the children to be quiet. Another rule to be followed was to be quiet and let him do all the talking and not greet him with problems and complaints.The only ambition of the fifties women was to be a perfec...

20 Quotes for People Who Would Rather Be at the Beach

20 Quotes for People Who Would Rather Be at the Beach Its time to head to the beach. The wind blows through your hair. The warm sun bathes your skin. Soft, golden sand caresses your feet. The waves sing to a perfect rhythm and the coconut trees gently sway against the breeze. If you love the sun and the sea, the beach is the right destination for you. So, grab your suntan lotion and your Frisbee and go frolicking to the beach. For those times when you are not at the beach, get into the right state of mind with beachy quotes. Annie Dillard ï » ¿The sea pronounces something, over and over, in a hoarse whisper; I cannot quite make it out. Isak Dinesen The cure for anything is salt water - sweat, tears, or the sea. H. M. Tomlinson Most of us, I suppose, are a little nervous of the sea. No matter what its smiles may be, we doubt its friendship. Ambrose Bierce Ocean: A body of water occupying two-thirds of a world made for man, who has no gills. Anne Morrow Lindbergh The sea does not reward those who are too anxious, too greedy, or too impatient. One should lie empty, open, choiceless as a beach - waiting for a gift from the sea. One cannot collect all the beautiful shells on the beach; one can collect only a few, and they are more beautiful if they are few. Henry Beston The three great elemental sounds in nature are the sound of rain, the sound of wind in a primeval wood, and the sound of outer ocean on a beach. Isaac Newton To myself, I am only a child playing on the beach, while vast oceans of truth lie undiscovered before me. William Manchester The coconut trees, lithe and graceful, crowd the beach like a minuet of slender elderly virgins adopting flippant poses. G. K. Chesterton Where does a wise man kick a pebble? On the beach. Where does a wise man hide a leaf? In the forest. Michelle Held Dont grow up too quickly, lest you forget how much you love the beach. Farmers Almanac A real friend is someone who takes a winter vacation on a sun-drenched beach and does not send a card. T. S. Eliot I have heard the mermaids singing, each to each. Henry David Thoreau My life is like a stroll on the beach... as near to the edge as I can go. William Stafford Even the upper end of the river believes in the ocean. Corey Hart Along the beach, I never collected shells from my fathers shore. Barbara Wilson Thats where we used to put our chairs. Way out there where that wave is rolling. Our beach is under that water. Anne Spencer One cannot collect all the beautiful shells on the beach. Cathy Haynes The more we have growth along our beaches and barrier islands, shelter is always going to be an issue. Charles Williams I dont care how much lip service they give you about it, there is this culture in Atlantic Beach that believes this nonsense is okay.

Getting Fit Dialogue and Reading

Getting Fit Dialogue and Reading Getting fit in English refers to doing exercise in order to feel better and live a more healthy lifestyle. People often go to the gym to get in shape or get fit. While theyre at the gym theyll do a wide variety of exercises such as push-ups and sit-ups. Its important to always do stretching exercises as well, these should be done both before and after you go to the gym.   At they gym, youll fid lots of equipment such as weight lifting machines, exercise bikes, ellipticals, and treadmills. Most health clubs also offer jogging tracks and areas for aerobics, as well as classes in fitness activities such as Zumba, or spinning classes. Most gyms offer changing rooms nowadays. Some even have whirlpools, steam rooms, and saunas to help you relax and unwind your muscles after a long hard workout. The important thing to remember when getting fit is that you need to be consistent. In other words, youll need to go to the gym on a regular basis. Maybe three or four times a week. Its a good idea to do a wide range of exercises rather than focus on just one such as weight lifting. For example, do fifteen minutes of stretching and aerobics, combined with a half hour of bike riding and another fifteen minutes of weight lifting on two days of the week. On the other two, play some basketball, go jogging and use the elliptical. Varying your routine will help keep you coming back, as well as help keep your whole body fit.   In the Gym Dialogue Hello, my name is Jane and Id like to ask a few questions about getting fit.Hi, Jane. What can I do for you? I need to get in shape.Well, youve come to the right place. Have you been doing any exercise lately? Im afraid not.OK. Well start off slow. Which type of exercise do you enjoy doing? I like doing aerobics, but I hate jogging. I dont mind doing some weight-lifting, though.Great, that gives us plenty to work with. How often can you work out? Twice or three times a week would be good.Why dont we start with an aerobics class twice a week followed by a little weight lifting? Sounds fine to me.Youll need to start slowly and build up gradually to three or four times a week. OK. What kind of equipment will I need?Youll need a leotard and some sneakers. Is that all? How do I sign up for the classes?Well need you to join the gym and then you can choose which classes fit your schedule best. Great! I cant wait to get started. Thanks for your advice.No problem. Ill see you in aerobics class! Key Vocabulary from Reading and Dialogue (do) exerciseadviceaerobicschanging roomellipticalequipmentexercise bikeget fit  get in shape  joggingjoinleotardpush up  saunasign upsit-upsneakersspinning classsteam roomstretchingtreadmillunwindweight lifting machinesweight liftingwhirlpool  Zumba More Intermediate Level Dialogues Making SuggestionsOn the TelephoneSeeing a DoctorDescribing a Friend - Uses of Like

Investment opportunities and risks in stock markets Literature review

Investment opportunities and risks in stock markets - Literature review Example With the EPFs emerging as a vital source of capital inflow for the developing countries, an array of issues arises regarding this pattern of investment. It is of prime importance to understand the diversification benefits accruing to an investor from investing in the developing countries and the returns to stocks of these emerging markets. Investors and researchers are concerned about the level of integration of these markets with the financial markets of the industrially advanced countries. Several research works have been conducted in the past to investigate about the process of integration between these markets and to understand the changes appearing in the risk-return features of emerging markets. This helps in the understanding of the individual investor’s reaction to the changes in organization of financial markets and the changes in her behaviour in favourable and unfavourable economic conditions. Sufficient research papers are available, that present their findings rel ated to the developed industrial countries. It has been found that there is a lack in recent researches concerning the stock market scenario and market returns in the emerging economies. This essay focuses on reviewing the existing literature on the risks and benefits accruing from investment activities in the developing economies and comparing it with the risks and benefits associated with investing in the advanced stock markets of the world. The diversification benefits are investigated and the correlation between the advanced and emerging stock markets is studied through this literature review. Review There are several reasons that provoke investors to seek diversified and long-term exposure to the emerging financial markets. Social as well as demographic trends are fundamental to the growth of emerging economies and the development of investment prospects in those markets. Recent researches show that the influence of the financial crisis of the US and the Euro zone has been felt more severely in the developed nations rather than on the developing countries. As a matter of fact, a few emerging financial markets are demonstrating a high degree of stability that is historically associated with the mature economies. This is an outcome of rapid evolution, which shows that the investment conditions are also evolving at a fast pace. Many investors of the developed countries such as the United States consider the emerging economies, like, Brazil, India, Russia and China to offer good investment opportunities. In fact, some other smaller markets, such as, Philippines and Indonesia, are emerging that put forward noteworthy opportunities to equity investors. But while choosing the market in which to invest, the investor require the understanding of the differences and parity among the emerging markets, and must not group them together. The investors have to weigh the currency strength of the country in which they are deciding to invest along with the stability of the country’s government (TIAA CREF, 2013). Rationale behind investing in developing countries According to Henry and Kannan (2008), two rationales emerge out of conventional theories pertaining to investment in risky assets, such as stocks, in developing countries. Th

Fifth Hour Essay Example | Topics and Well Written Essays - 250 words

Fifth Hour - Essay Example kers through some of the huge strides that people have made throughout the world in an attempt to ensure equity for all irrespective of racial origin. In like manner, I admired how contributors across diverse races aired their opinion with boldness and charisma. The event was beneficial to me in several ways as I learned that for a state or a nation to succeed, its occupants must tolerate the diverse cultures that exist within it. For that is what brings the difference between successful and failed states (Munin 188). Moreover, I learnt that racial understanding is of great significance in the current job market as various organizations always open their doors in different nations in an attempt to explore international markets. Over and above, the event made me learn that cohesive existence with our brothers and sisters of unlike originality is beneficial in our development through life, as they play a role in bringing the best out of

Leadership Style Research Paper Example | Topics and Well Written Essays - 750 words

Leadership Style - Research Paper Example   The success and failures of an organization is a result of the leadership style implemented. My democratic style involves the contribution of both my personal contribution as a leader and the contributions of subordinates. My leadership style is the most highly recommended in achieving the goals of an organization within the desired timeframe. This is because the style has a direct impact on the subordinates who work towards the achievement of the organization’s goals. The response of workers in my leadership style is highly affected by the position held and the powers of the leader. Workers are often interested in their own achievements and thus would sideline with a leader who is likely to make them achieve their objectives.There are two types of leaders in the democratic leadership style. A consultative leader has the ideas of the subordinates, but the final decision is solely his. A consensus leader incorporates the ideas of the subordinates in making the final decisio n. A consultative leader partly practices democratic leadership also the authoritarian leadership in decision-making. Achievement of organizational goals does not only depend on the leadership style, but also requires motivation to the subordinates. As a consensus leader, I usually motivate his subordinates by including their ideas in a decision. The subordinates have the feeling that they also have some powers in the organization. This gives the subordinates the feeling that they are part of every success in the organization.