Marketing and Management Review of Policy Design

Question: Describe the Report for Marketing and Management for the Review of Policy Design. Answer: GOOGLE Google works with great people, the company treats people with respect and offers equal opportunity for everyone (Steiber Alnge, 2013). The company also offers a working environment where people can enjoy the work, and they can respect and help each other. It values diversity among the people and plans. Google always tries to be innovative in the technologies and its products. To solve any problem, Google relates its creativity and the innovative technology. The working culture in Google believes in honesty and integrity. The company always tries to earn the customer loyalty by offering great products and service. The key to the success of Google is to stay in the company norms, clinch innovative ideas from the employees, earn more profits and more. Google has always cared about the communities where they work. It encourages the people to support the local community (Choi Varian, 2012).Google tries to focus on providing the best user experience. It wants to make money in the right way by creating the best product in the market. Google believes in hard work. It also focuses on the areas such as operating systems, hardware products, advertising, platform and others. The next attempt of Google is to reach as many people as possible on the web. They are ambitious with launching new PCs and phone with more advanced technologies. The goal of Google's new products is to make a more advanced web, which gives more personalised experience. Google is definitely doing right while taking Microsoft with its cloud computing features. Through this cloud-computing feature of Google, the Microsoft consumers can access their files and documents from anywhere without being physically present with their device. In 2009, Google launched its first television commercial for Google Chrome, which is an effective alternative to Microsoft's Internet Explorer Web Browser (Carlini et al., 2012). Google Chrome has been much more efficient than Microsoft's Internet Explorer Web Browser in terms of its easy accessibility (Carlini et al., 2012). In 2008, Google first launched its Android phone and went head to head with Apple's iPhone (Jonoski et al., 2013). Many critics have praised the benefits of Android over the platform of iPhone. One of the most important things is that Google is openly sourced and backed by multimillion-dollar investment (Blau, 2015). It can improve the design of Android over years. On the other hand, iPhone can only be available on American Telephone Telegraph in the US, where most of the competitors of ATT support Android. In 2010, Chinese Government threatened Google for intrusion and censorship of hackers (Carlini et al., 2012). Therefore, Google has closed its search engine in China and redirect people towards its uncensored search engine in Hong Kong. This decision was an attempt to skirt censorship requirement without maintaining Chinese Law. MICROSOFT Microsoft started off with the first DOS operating system for IBM computers which gave it the initial success. In the next decade, Microsoft expanded its business with the Microsoft Office and Windows operating system (Vishwanath LaVail, 2013).. The company went public and thus it further helped it to increase their revenue. Windows 3.0 sold more than 10 million copies within a span of two years. In the 1990s, Microsoft continuously upgraded its software for the operating system (Vishwanath LaVail, 2013). It marketed the fact that upgrades were necessary It invested in advertising in various magazines that increased its endorsements. The Windows 95 and Windows 98 were great successes. Later in the 1990s, Microsoft launched their browser called the Internet Explorer. It gained great popularity against the prevailing Netscapes Navigator within a few years (Peng, 2013). Microsoft did this by bundling the Internet Explorer in the Microsoft Office. They collaborated with AOL, which incr eased the customer base to another 5 million. During recession, to get back to its former glory, Microsoft marketed the fact that PCs are cost effective. This worked really well with the economic low. The commercials showing people who were proud PC owners helped to gain back customer loyalty and inspired the employees of Microsoft. After the successful run for years, Microsoft hit the low with its buggy and poor performing Windows Vista. The share prices have gone down by 40 dollars (Haider et al., 2016). Apple in this gap came back with various new Mac computers, iTunes, iPhones and iPads. Apples ad campaign showed a creative, easygoing and smart Mac character in contrast to the virus plagued, uptight and geeky PC character. Microsoft used the similar character for its advertisement which boasts about being a PC. This focused on the cost effectiveness of the PCs during the recession. This gave Apple an apt response who tried to slam Microsoft for its problem-prone Vista. It recreated a loyalty base among Microsoft's customers. The employees too felt encouraged and inspired. The downside of this campaign is that it lacked creativity. It has nothing new to offer. It showed the rivalry between the two giants very clearly (Persico et al., 2015). Microsoft used a similar PC character as shown in Apple's ad campaigns. It was a clever move. It hardly required much creativity, and it helped people to weigh their options more clearly. Customers who would see these commercials would definitely understand the difference between the two companies. Thus, Microsoft did a good thing by incorporating Apple's campaign in its own marketing strategy. Jim Thompson Thai Silk Company: JTTS produces various items like handbags, scarves to accessories for home furniture. The home furnishing line consists of armchairs, coffee and dining tables, sofas and lamps. They work with the Thai London based designer Ou Bahalyadhin. JTTS provides the material needed for the Asian themed home decor created by the artist. The home furnishing line is 3- percent of the total business and its exports sum up to 90 percent of the total (Patichol et al., 2014). They also extended their business with a chain of fine-dining restaurant in Singapore, Malaysia and Bangkok (Haggblade Ritchie, 2014). They have further extended their silk line by providing customised fabrics to international projects. They collaborated with the American designer, Ed Tuttle to work for projects like Park Hyatt Hotels and Aman Resorts. Particularly Park Hyatt Paris has used more than 9000 square meters of JTTS's furnishing fabric. The Sukhothai, the Regent, the Oriental and the Conrad have to furnish from JTTS. With the booming business background and solid client base, JTTS might have gone a little too far with extending their business. JTTS should have stayed within the silk and home furnishing. Starting a business with the food and beverages industry may not be as fulfilling as their other business. JTTS stands out from the other lifestyle brands because they blend contemporary western designs with the heritage and tradition of Thailand. They raised the Thai cottage industry into a famous lifestyle brand. They are different from the smooth Chinese silk. JTTS silk is more knotty and has a lustrous finish that comes in iridescent choices of colours. It is unsuitable for making clothes but is a great choice for home furnishing. They have very close connections with the weaving community of Thailand, which helps them create the best possible products. The weavers are a part of the organisation that makes it easier for JTTS to control the quality of the products (Roll, 2015). JTTS rely on customer-based exhibitions to create awareness for their product line and upcoming products and collection. Their stores have a homely feeling. They believe that their existing clients will be responsible for sharing favourable words about the brand to others (Patichol et al., 2014). Mass media is most avoided. Being a part of the Royalty of Thailand adds to the brands value. Collaboration with the American and English designers has earned them a different status. Most importantly, the rare amalgamation of Thailands rich tradition and contemporary western designs lends the brand to stand out. Fulla Dolls The Fulla dolls are a substitute for the Barbie dolls in the Islamic countries. These dolls share the similar build like the Barbie dolls but they conform to Muslim lifestyles unlike Barbie. Fulla is dark eyed with olive skin. She has Muslim values. She is a role model for the many young Muslim children (Belkhyr, 2013). These dolls are described to honest, caring and loving who respects her parents. She prefers reading and fashion and does not lie. These are the values the Muslim society wants to instil in their children. Thus, the Fulla dolls targeting the Muslim countries have increased its sales significantly where Barbie is banned. Other dolls like like Razanne and Leila fall short of the undivided popularity enjoyed by the Fulla dolls by virtue of their the marketing strategies (Dunn Dunn, 2016). The popular satellite channels are full of commercials portraying Fulla to be an ideal Muslim girl who says her prayers in the morning, reads books or surprises a friend with a cake sh e baked. They are adequately priced and instantly sold out as soon as they hit the shelves. The downside of this selective marketing is that these dolls share not much popularity in other non-Muslim countries. This is a hindrance in increasing their sales in Muslim-minority countries. Fulla dolls enjoy undivided attention in the Islamic countries. To expand its sales all over the world they can incorporate dolls that are more akin to the western ideals. Fulla does not have a boyfriend in the Muslim countries but they can add one for the western version; NewBoy can create another version of the doll that suits the ideals of the countries they are being sold to. NewBoy should attain an understanding of the markets of the countries and produce their dolls accordingly. To compete with already well established Barbie they could price the dolls lower than Barbie which might attract the customers (Dunn Dunn 2016). They should adopt proper marketing strategies to create as much awareness as possible. NewBoys segmentation policy for Fulla is very selective. The Fulla dolls are manufactured keeping in mind only the ideals of a young Muslim girl. The dolls are highly popular in the Islamic countries because the values attached to it (Saleh, 2014). It only targets the young girls and there are prayer rugs and scarves available for the girls to buy them along with the dolls. The dolls have silverware, luggage and stationary for the young girls to buy. The boys of the same age group are ignored. IDEO IDEO has created many groundbreaking designs which have received immense popularity for big labels like Prada, Nike, PepsiCo, Bank of America and much more (Clarkson et al., 2013). Much of its success can be attributed to the very different approach named as the "design thinking". It is based on "human-cantered methodology". IDEO tries to understand the needs of customers and design the product accordingly. IDEO faces difficulty in designing the products from outside to inside to make it more customer-friendly (Brown Wyatt, 2015). Most of the tech companies start designing from inside out. They have a dedicated team called the human factors that employ various methods to understand what a customer wants. They take pictures and study the experience of the customer. They also conduct behavioural mapping which is a collection of pictures of people of restricted to a certain area like waiting room of the hospital. They also use the method of camera journals. They invite customers to tell their stories narrating their experiences with any service or product. Another factor responsible for its success is prototyping. Throughout the process of designing the design is continuously tested and applied. The experience of the testing is further used to improve the final layout. IDEO has successfully created great solutions for several big names. For example, it redesigned the user interface of ATT to be more user-friendly and intuitive. It helped an apparel-making brand to improve their sales. IDEO employed their designers to shadow a number of women. These women were shopping for lingerie and came up with negative reviews. It was so because they found it difficult to locate the lingerie section as well as the appropriate size. Even the fitting rooms were uncomfortable and small (Johanssonà ¢Ã¢â€š ¬Ã‚ Skldberg et al., 2013). IDEO suggested them to focus on better fitting rooms, better display and to hire personnel to help the customers find the right size. From all this, it is evident that IDEO excels in its job to understand the needs of the customers better than the companies who employ them. IDEO's greatest achievement is that it solves problems concerning usability of the products and services of its clients. It does not need to create any further awareness for itself (Denning, 2013). 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