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Kaiser Permanente has sought to protect and promote its brand through sustainable integrated marketing communication (IMC) strategies. The company’s approach to the target market includes undertaking a market research analysis to understand the target audience and design customized approaches toward advertising. In addition, marketing efforts focus on building a sustainable brand image by deploying a media mix strategy focusing on traditional media and digital platforms that have provided new approaches in market interaction. Customer perceptions built through direct engagements with clients have headlined the digital media successful implementation. The online engagements through social media are open to everyone and expressed views influence product design. Approaches such as these demonstrate an inclination toward the selling and customer concepts where the company has a clear understanding of the target audience and use of a media mix strategy to drive sales. Furthermore, the customer concept toward marketing drives value addition based on time take to research market needs and use of customer feedback in product design.

Analysis

Current Marketing Efforts at Kaiser Permanente

            Kaiser Permanente has initiated several strategies toward attaining sustainable market visibility (Silvestre, Sue, & Allen, 2009). Marketing strategies have clear goals and objectives in relation to the target audience, product specifications, and the accessibility of the products. The organization has built a recognizable brand with the intention to build customer loyalty. Use of targeting marketing has helped the organization focus on specific advertising techniques for different demographics while capturing their needs in every product.  Traditional media usage such as print and electronic media outlets continue to propel the company’s market visibility and provide a critical platform in the audience’s interaction with the brand. The media strategy has helped the company link its marketing efforts with advertising, sales, and retail. These efforts are captured in the integrated marketing communications (IMC) experience where the company focuses on brand management through public relations initiatives, buyer behavior, advertising designs based on traditional media, and digital marketing.

            The IMC strategy used in the organization integrates direct response marketing and personal selling advanced through digital platforms and physical client traffic. Digital platforms such as YouTube and Facebook have been used to enhance market visibility with programs such as Kid Wisdom focusing on child obesity and the Thrive campaign executed through the Kaiser website. The digital patient records such as the Patient Health Record (PHR) has enhanced client profiling critical in personal engagement and feedback loop, which also enhances advertising through the website (Silvestre, Sue, & Allen, 2009). Furthermore, it reinforces outbound marketing and inbound marketing based on the ability to use digital content to appeal to specific audience attributes or behaviors while achieving cost efficiencies in advertising. Kaiser Permanente has expressed interest in improving its organic search results demonstrating the significance of digital media in its IMC strategy. The tweetreach campaign through social media is one way that Kaiser Permanente has embraced social media and other digital platforms to improve customer engagement.

Marketing Concepts Applicable to Kaiser Permanente

            One of the ways in which Kaiser Permanente can bolster its marketing efforts to add value to its operations is proper research analysis. It is necessary for the company to present the results in a readable form that can be compared to industry trends and previous years. Proper interpretation of data also means that no bias can be exhibited in the inferences. Moreover, the company needs to eliminate the use of complex statistical techniques that lead to complications in analysis and irrelevant data (Egan, 2007). The best techniques are easily implemented, culminating into well-understood results. When data is analyzed well, it is possible for the organization understand the existing problems, define the opportunities, and adjust the market actions to improve performance.

            Marketing should be aligned to satisfaction of the target audiences; thus, deal with their needs and preferences (Egan, 2007). It is necessary for the company to outline the manner in which its products and services are bound to increase satisfaction or utility of the customers. In this case, one of the areas to market is quality. The clients need to understand that Kaiser Permanente is committed to operate a superior delivery system. Even when operating as a not-for-profit integrated company, the goal is to provide the best services. The service granted to customers dictates their loyalty to the organization. The tagline ‘thrive’ should always be explained in the marketing campaigns to show commitment to total health. Another important factor regarding marketing is the perception of environment or atmosphere. The marketing campaigns should emphasize the kind of positive and rejuvenating environment that the organization provides. Customers tend to prefer environments where they are treated well. Therefore, marketing should highlight how the organization strives to provide the desired environment for the target audience.

             The use of focus groups is important to ensure that elaborate data is collected pertaining to the perceptions that customers have about the company. Market research is pegged on how well data is collected (Vriens & Grover, 2006). In the case of Kaiser Permanente a focus group would be charged with discussions regarding customer perceptions about quality, commitment, and pricing of the health products and services. Since focus groups attract people with diverse ideas and opinions, it is possible to understand the position of the company from different perspectives. In fact, a balanced view of the market is likely to encourage development of relevant inferences on the best marketing strategies (Vriens & Grover, 2006).  Focus groups tend to prioritize on the customers as the main source of information. It is possible to understand the feelings, emotions, and other reactions of customers by engaging them in a marketing forum. A company that seeks to understand the needs and preference of customers is able to develop relevant products and services matching their expectations.

            The organization needs to understand the buying process of consumers. Before availing any product or service in the market, Kaiser Permanente like any other organization should understand the psychology of customers. In fact, customers begin their journey towards actual purchase of a product or service by identifying their needs. In this case, it is necessary to know how customers value different health systems before launching marketing campaigns. The reason behind proper marketing research is that customers also conduct their information search (Egan, 2007). The organizations that present products and services aligned to their expectations tend to lure customers into the phase of actual purchase. Organizations should also focus on creation of competitive advantage to ensure they are chosen by customers even after being analyzed against competitors.

 

Conclusion

            The marketing concepts demonstrate the company’s ability to adapt to expressed market behaviors. Direct customer engagement is one of the strengths in Kaiser Permanente marketing efforts and defines its understanding of consumer behavior. Influence of customer perceptions through direct interaction has helped the company revamp its brand image while designing sustainable strategy towards its IMC initiatives. Outreach guidelines at the company have integrated market research with advertising strategies to attain sustainable market visibility and customer loyalty. Programs such as the Thrive vision have advanced based on the ability to use an online presence and traditional media to sensitize and educate on personal health.

 

 

 

 

 

 

Start-Up Cost

To increase the feasibility of business, Cobb et al (2012) argues that employee job satisfaction levels are of the essence. It is this mentality that a majority of chauffeur services companies in Dubai pay their drivers an approximate salary of 2100 – 2200dhs. Each driver in the company will require 200dhs for their license and 30,000dhs for the business in general. The insurance costs will depend on the size of the vehicle with the minimum premiums being 750 for the smallest car and 1750 for a large commercial car. Regulatory costs such as registration fee will be 400dhs; the drivers are paid a minimum of 2500 inclusive of their bonuses while vehicle inspection and maintenance will be 750-1000dhs per car. A website will cost around 20,000dhs while a mobile app will cost around 80, 000dhs. For the company to break even there is a need to have 1200 bookings.

Assessment of the Nature of the Market

            The target market in Dubai is business people who are in a hurry to get to their destination in a short period and who are specific about their comfort. Considering that Dubai is business hub, the likelihood of landing potential customers is high. Additionally, in such a busy region there is need for an alternative transportation method that would suit the guests that visit Dubai and are interested in travelling in comfort. Gulf Luxury Car Rental is one of the competitors that operate in Dubai and offer similar services. According to Manuel (2011) understanding the competition gives a business a upper hand with regards to the penetration of the market. Irrespective of Gulf Luxury Car Rentals being in business for a period of time, it will be easy to compete with a clearly defined competitive advantage. The competition in the region is quite stiff as there are numerous other companies and taxis that have been in existence in the industry for a long period. However, understanding the competition as well as the target market will give the business a higher chance of surviving the competition. Additionally, having a competitive advantage will make things easier for the company.

Price Setting

One of the major players in this industry is Gulf Luxury Car Rental which operates a chauffeur business that has cars ranging from small Toyota cars to large cars that can host families or people in business trips. They rent out their cars on a daily basis which consists of 10 hours. For a Toyota Camry they charge 600dhs, a Toyota Lexus goes for 700dhs, a Toyota Lexus goes for 800dhs, a BMW is charged 900dhs. The charges do not consider the distance covered but the time taken with the car. Through this way the company reduces the amount of taken to calculate the mileage and thus improve its efficiency considering the competitiveness of the industry in Dubai. The most appropriate prices would be similar to those of Gulf Luxury Car Rental but reduced with 20dhs. For instance, for a Toyota Camry would go for 580dhs for 11 hours.

Recommendations

In the 21st Century, the internet has become an important marketing tool that brings millions of potential clients together (Marvel, 2012). Focusing on this aspect, a mobile app would be of utmost importance. Karis (2015) states that a mobile app would provide a communication platform between the company and the clients and ensure there is a smooth flow of services. Additionally, the apps bring the clients closer to the company and play a significant role of a competitive advantage (Geffery & Loewy, 2011). One of the most effective marketing plans is Corporate Social Responsibility (CSR); the plan is based on focusing on the client first and profits later. The plans foundations are based on ensuring the clients returns to the company which will guarantee profits; irrespective of starting lower prices, CSR guarantees that the company is pushed to the leading position in the industry.

Admittedly, the website and the mobile app will go a long way in advertising the existence of the company. The features in the website and the mobile app will allow the clients and the company to interact which will lead to better service provision. Additionally, the company will keep the clients informed about its plans; future goals and objectives that create a sense of ownership in the clients. Through this way, the company will succeed and achieve its goals of penetrating a competitive industry.

As a company in the home health care industry, BrightStar Care faces numerous challenges caused by the changing dynamics in the industry. Competition is one of the characteristics that have affected BrightStar as a company. However, the company through its management team sought counter strategies that pushed the company into a leading position in the industry. One of the strategies is to offer quality services at affordable prices. BrightStar allowed its clients to make payments through healthcare insurance which shielded the clients from funding the services on the out-of-pocket basis. In the process, the company attracted clients from government-sponsored health insurance programs such as Medicaid. Gresham (2016) notes that quality services in the health care industry are of absolute importance. It is in this mentality that BrightStar focused on the changing dynamics of the industry such as technology. As the company grew and attracted new business from the various franchises it had throughout the country, there developed a problem with the systems. Irrespective of Sun investing in a web-based system in previous years, the workload was slowing down the systems thus affecting operations throughout the franchises. To improve on service provision, an IT director was hired whose primary responsibility was to ensure the organization’s technological systems were updated and run smoothly.

While seeking ways of remaining relevant in the industry and fighting competition, the organization developed robust strategies that become the core of its operations, the high-quality services provided at affordable prices are in line with one of its core values which is high standard services. Mcway (2016) asserts the importance of understanding the target market in the health care industry. In the process of tackling competition, BrightStar became an organization that cares about the interest of its clients by focusing on their financial burdens. It was also noted that the industry had high turnover rates for certified nurses. To counter this challenge, BrightStar increased the wages for their nurses and started paying them twenty-seven dollars an hour. The strategy might have reduced the organization’s overall profit margin; however, keen analysis of the situation indicates that the company avoided the costs associated with high turnover rates and hiring processes. In the end, BrightStar developed an excellent reputation for an organization that protects the interests of its employees. The two strategies put BrightStar in a position to reach its goals and achieve success. Additionally, the organization has better chances of changing future trajectory into meeting the interest of its clients and improving business in the process.

Sun’s action plan for the next five years should be improving service provision by incorporating Corporate Social Responsibility (CSR). According to Berkowitz (2016), the health care industry is susceptible to the type of service provided. It is in this sense that Sun should work with CSR and focus on the clients, the employees, the environment, and the leadership style at the organization. With CSR in place, the organization is assured of managing the stiff competition that characterizes the industry. Secondly, the organization could invest in market researches. The market research would provide the company with valuable data on the changes in the target market. In the process, Sun and the leadership team at the company will have an opportunity of anticipating the needs of the market and developing services and products to serve specific client needs. Also, for the next five years, the organization could capitalize on the already existing clients. Notably, the organization has acquired a large share of the market. Consequently, the company does not need to conquer new territories to increase business but to focus on the already existing clients. However, the organization will have to conduct internal market researches and develop a better understanding of its clientele.

I. Introduction

            The following report discusses antitrust laws in detail and is its primary goal. The controller of Pyramid Printing Pete Roberts is considering a proposal meant to have new clients enjoy a discounted sales program. Henry Russell who is the sales manager at the company in interested in overhauling the company’s production capacity as it is currently below average. From Pete’s analysis of Henry’s proposal, the prices will not increase the profit margin as expected. Due to this, Pete is wary of the fact that having a different cost is sufficient in sustaining the prices. The proposal requires a deeper analysis in order to have a clear picture of the consequences it might have on the company in general and consider laws and ethics that are in the risk of being abused.

            Business organizations are investing immensely in strategies meant to maintain clients; however, the consequences of these strategies require a deeper analysis. Managers ought to have a way of determining which clients deserve sale discounts based on their loyalty to the company. Fortunately for Pyramid Printing Pete has come up with customer-profitability analysis strategy that serves the above purpose. The strategy focuses on the organization’s income and the costs associated with the income and determine the different operational revenue gotten from various customers. If Pete was to implement the proposal the first step would to analyze the price discounts.

II. Price Discounts

 Horngren, Datar and Rajan (2014) argue that offering sale discounts is a combination of several aspects such as the amount of sales made and the need to provide great services to customers who will be willing to tell other people about the services. Unfortunately, there are times as a result of inefficiencies by the sales people there is bad service that has adverse effects on the company’s revenue plan. Keeping up with the discounts offered to clients as well as the quality of service offered by the sales people a company can improve customer profitability. Customer profitability is an issue that consists of other aspects apart from client income which include, cost of production, customer service, and client loyalty. Unfortunately, these are some of Pyramid Printing weaknesses.

III. Production Capacity

            As a result of below average production capacity, price discounts is not an appropriate strategy for Pyramid Printing. An organization’s production capacity is the highest level a manufacturing activity can achieve. Production capacity can be improved to serve an actual (immediate) improved client demand or anticipated (future) improved client demand. For and actual production capacity to improve, there is need of utilization of current equipment such as adding more time in the regular hours such as overtime or using foreign equipment such as outsourcing. To have improved future production capacity, organizations have to sufficiently utilize the existing equipment (improvements) or buying new equipment (spending) (Stevenson, 1999). For Pyramid Printing the best option is an actual increase which can be achieved by using the employees overtime and outsourcing and utilizing different equipment which will improve its production capacity.

IV. Antitrust Laws/Ethical Considerations and Conclusion

            The biggest worry with the discounted sales program is whether there will be unfair or poor business practices against the clients. The Federal Trade Commission Act prohibits such results and going against the Act, Pyramid Printing Company can have legal issues under the Supreme Court that might lead to $100 million in fines (Federal Trade Commission, n.d.). With regards to ethics, Pyramid Printing Company has the ability of cementing its clients’ loyalty if it implements the discount program. The company can consider other strategies such as employee benefits, customer incentive programs, and the discounted prices programs; however, extreme caution is of the essence as the company’s production is extremely low and thus such strategies are quite risky. Pete should conduct a customer-profitability analysis to find out if there is an actual need for the customer discount program.

           

 

Franchisees own and operate more than 80% of McDonald’s restaurants all over the world. McDonald’s company is among the top 10 franchisees all over the world according to Entrepreneur Magazine. McDonald’s is also ranked number 1 among the top 200 franchises by Franchise Times Magazine. To own one of these franchises can be a profitable business, but it is extravagant. Most McDonald’s operators usually join the corporation by buying an existing one. One requires a total of $1-$2.2 million stakes, with $750,000 liquid capital to start one. According to QSR magazine, the annual sales produced by an average McDonald’s restaurant amounts to $2.5 million. These sales make it the fourth-highest-grossing chain per unit sale in the US (Gerhardt et al., 2012).

According to McDonald’s, the startup costs including expenses for equipment and construction ranges between $958,000 and $2.2 million. 40% of this startup costs and other none borrowed resources must be paid in cash by the franchisees, but the rest can be financed. On top of these costs, a franchisee fee of $45,000 and a monthly service fee of 4% gross sales is charged by McDonald’s. A percentage of monthly sales must also be paid as rent to the company be the franchisees (Gerhardt et al., 2013).

. Historically, franchisees have paid rent costs of about 8.5% of the sales. Some even spend as much as 12%. The startup costs of McDonald’s franchisees are close to those of Taco Bell, Wendy’s, and KFC. Subway, however, is less expensive compared to this companies.  According to the company, Subway’s startup costs between $116,000 and $262,850 and requires only $30,000 to $90,000 liquid assets (Lawrence & Kaufmann, 2011).

Customer experience is the entirety of how the customers feel about and perceive the interactions between them and the business. This opinion lies solely with the customer depending on how memorable and useful the experience was. The customer should enjoy the interaction so as to maintain loyalty to a company. Customer satisfaction that results in positive customer experience should be as a result of the business setting making the customer feel at home and make the shopping experience worthwhile. Providing a sense of comfort and belonging to a customer is instrumental to the success and growth of the business (Klaus, 2015).

A small business in my local area has become my favorite place to pass time because of the warmth and the experiences it provides making it a choice even if I do not intend to shop. As a local store, they make sure they can always find parking space for all the customers who arrive at the store. The employees are attentive and are always keen to the needs of the customers and this makes them likable and this makes the store feel more at home. Being a small business the owner of the store the manager has a passion for his products and this passion is also evident in the employees. They offered all the information about their products and knew every detail at their fingertips.

The business did well to show the love of what they were selling which attracts customers back to the store. Their compassion for the customers and the manner in which they addressed me and engaged all other customers made me remember them. The evident interest of the customer in terms of suggestions and queries and how well they remembered my name made me feel like I belonged to the store. They can improve by providing online services so that the customers can access their services through their mobile phones and devices and maintain the interactive nature of the business. (Klaus, 2015).

 

 

 

Executive Summary

The marketing strategy focuses on the branding characteristics of the product. Pulp, lumber and paper products all play a role in the approach of the new market. In pricing of the products, incentives are required to motivate new buyers.

The customers in the targeted US market have the purchasing power of high quality products.

Focusing on the uniqueness of the products produced by West Fraser Company in terms of quality and the environmental factors like competitor prices and government regulations and price control puts the pricing strategy towards customer satisfaction given these factors. The economy of the US is stable; therefore the cost can be estimated and set.

Having in place a distribution channel it is possible to align the company objectives and make sure the price includes incentives and discount. The price has to meet the customer idea of quality and value in the new market.

Timely delivery of the shipment is attainable through the reload centers in the supply chain. Given the availability of infrastructure, the investments of this company should be directed towards trucks and delivery equipment.

A centralized control system with decentralized stocking centers will be crucial in establishing the business.

In marketing and communication, clarity of information is critical. The application of modern and traditional tools of marketing like the integration of internet and salespersons points to successful objectives.

 The use of technology and modern advertising tools like online stores where the customers can order and peruse through the products and see specifications. For West Fraser to achieve success in the target market we have to pay close attention to price, quality of the products and the quality of services rendered.

Marketing Strategy Plan

The American customers pay mostly for quality price and the services rendered to them. The products that offered can range from the lumber segment to pulp to panels (Products n.d.). The demand of these products for household renovations, single house constructions and industrial production majorly. To establish dominance over the other competitors, the branding of the different products should be done such that the residential application of the wood products can be demanded highly by the customers due to the quality.

In targeting the industrial sector of the market, West Fraser can target other industries that also use lumber for commercial use the pulp to manufacture paper products and various grades and brands of paper as customers. In the US market, panels are highly demanded construction in domestic and industrial buildings (Bloomberg n.d.). These panels include fiberboard and plywood. With the quality of this product, it can be introduced to the US market for painting applications, lamination whereas the chemithermomechanical pulp that is used in the production of printing and writing papers. Other products that are also intended for this market come from the treated wood products which include plywood, fire resistant treated lumber and construction fasteners, and these are applicable as fences, poles and other residential uses.

The customers can access the products as retailers, large scale contractors, treatment business and individuals as well. The American market will require a high-quality product at a cost slightly cheaper than those of competitors to achieve this objective.

 

 

Pricing strategy

In determining the pricing of the products, various factors have to be considered. For West Fraser to avoid making losses or losing customers to either overpricing or underpricing, the price has to be considered for both the customer and the firm. Regarding the products intended, West Fraser have to find the general costs of construction equipment since wood products are unique. The environmental factor since this is a new market should affect the rate. Being that this is a new market, the customers are already making purchases from other companies, and to win the new customers over, there have to be incentives to motivate them to buy with us. The factors within the US such as government control of prices and import requirements and transport regulations all play a role in price determination (West Fraser Competitors, Revenue and Employees Company Profile, n.d.).

We also analyze if the currency in question is stable because a constantly volatile and fluctuating economy can affect the pricing. Having set out the distribution channel and the supply chain the pricing objective is to ensure that the distribution channel and network. If the retailers available can get supplies from various companies, therefore, the prices are subject to change. In an extremely competitive and changing market like as the US market, the competitors have to play a role in the pricing. If the competitors are offering any special treatment to their customers and benefits, then it is essential that the company also provides better incentives and lower prices (Products n.d.).

This therefore is the choice of the price that the company should target in order to reach the desired maximum profits within the specified period. We therefore look at the value in the perspective of the buyer while at the same time seeking to raise the value of the product without raising the marked price. Knowing how much the product means to the customer then we can adequately establish prices (Stevens, 2012).

The most critical aspect of pricing, in this case, is the customer. Since this is a new market, discounts on first purchases for all new customers should be applied. The paying ability of the customers is viable; therefore the prices can be standard. The pricing strategy consequently based on these factors should be market penetration because of the nature of the competitors and the profit margin of the company. The company can reach many customers; therefore, they can undertake to make offerings to customers. Giving discounts to new and loyal customers and discount on prices will be useful in penetrating the market. We analyze the new American market and how it will affect the costs, the political and external competition and comparing against competitors and the effectiveness of the supply chain.

Distribution and supply chain strategy

A supply chain begins with the supply of the needed raw materials, and it goes through one or a few processes of manufacturing, storage, distribution and finally getting to the consumer as the final product. West Fraser Company Limited transports its products through third-party transport providers that involve the use of bulk transportation, railways. The lumber that West Fraser sells in North America and other markets during exportation are mostly trucks while the rest are rail using large high capacity railcars (West Fraser Competitors, Revenue and Employees Company Profile, n.d.). The use of these help in saving time since they have fastening mechanisms that are self-contained thereby eliminating the disposal of waste.

The West Fraser company stands above all competitors because of its reputation of making shipments and deliveries on time. The destination re-load in Dallas gives the advantage of orders and deliveries in the region. This facility is then stocked with a wide range of products demanded in the area. The required commodities in this market are in this re-load. Because of the variety of transport and delivery methods that are at our disposal, we can offer the cheapest distribution and delivery process. In planning the supply chain, we will consider the levels required and the tools necessary for the achievement of an active transport and distribution system (Bloomberg n.d.).

These tactical levels will depend on the concern and problems faced by the transport team. These include infrastructure planning and investment planning. To be supplied on time and safely all the financial and structural requirements have to be met for example more reloading points with a broader variety of products. The company will have to put into account the route structure of the region to come up with a suitable budget that will fully utilize the equipment in place.

The mode of operation of the trucks and other transport systems have to be defined clearly so that the differences in truck dispatch and timing are not confused. The regular day to day operations of the distribution department should be in sync and well arranged. To translate the effectiveness of the delivery system in an expansion, we have to strategize the type of structure the supply chains will have. A centralized supply chain system is useful in control but should have several fronts at various locations. This scenario is for collaboration towards a bigger goal (Stevens, 2012).

Through integrated marketing communications West Fraser Co. Ltd can reach many potential customers and thus expand the market territory. The application of an operational communication department that can draft and explain all that needs to communicate to all the strategic stakeholders in the marketing and communications department. The order of information and the flow is intended to achieve the objective of reaching out to more potential customers. The use of modern elements of marketing strategy is essential as the integration of technology in marketing is the new volatile field that keeps changing. Keeping track of these developments in the technology and marketing sector will help reach the company objectives. West Fraser Company, therefore, requires a blend of traditional marketing strategies and modern advanced ones. Advertising remains a significant tool of marketing and through conventional advertising avenues such as television and newspapers.

A new strategic initiative called ‘’New Blue’’ was recently launched by Best Buy Mobile. This strategy has two pillars: ‘’evolve how we sell’’ and ‘’expand what we sell.’’ More sales of products and services for smart home management, mobile phones, assured ling, and major appliances fall in the ‘’what we sell’’ Pillar. The ‘’how we sell’’ pillar allows consumers to quire their products where, when and how they want them. Consumers can purchase their products from anywhere and do their research across the channels. They can choose to serve themselves whether online, in-store or via the phone as long as it is convenient for them. And Best Buy embeds online tools in store to supplement the in-store experience. The New Blue strategy also describes necessary changes in boost human resource management, supply chain, and technology. This strategy even recognizes further cost-cutting objectives.

Renew Blue is another effective strategy that was launched in 2012. This strategy focuses on store closure, cost cuts, improved customer service and merchandise changes. This strategy terminated sales and earnings, according to the release. A price matching policy was instituted by the company to ward off encroachment in the sales of electronics by Amazon. Renew Blue however aimed at advancing key initiatives to enhance future growth and differentiation, to power up cost reduction and efficiencies, and to boost the industry position and multichannel abilities to power up the existing business.

Best Buy Mobile launched a showrooming campaign via a series of ads staring actors Maya Rudolph, LL Cool J, Will Arnett and Jason Schwartzman. During that time, the company hoped to convince consumers that there was a better way to research and buy electronic products through its "low price guarantee" and the capability to order online and pick up in the store.

Based on our research, we found out that Best Buy Mobile uses social media to reach their consumers. They send text messages such as, "Text OFFER to 95577 to receive a unique offer for your next purchase" and post most of their advertisements on Facebook, twitter, and Instagram. An example of a message used to attract more consumers is, ‘’Get more information about our customer loyalty program by visiting our website.’’ Social media is one of the fasted ways that Best Buy Mobile uses to pass more information about their products and services.