1st question (business research)
Description: Please explain the significance of Research Questions and Research Objectives for a Dissertation. How you plan to develop yours?
2nd question (marketing in action)
Description: Choose a global well-known brand. With the information you have about it, analyse the customer segments, targeting, and positioning. Supply practical examples to support your submission.
10
Discussion Questions
Name
Instructor
Course
Date
1st Question
Proposed Dissertation Topic
The Impact of Artificial Intelligence on Enhancing E-Commerce Digital Marketing Strategies
Introduction
The dissertation will discuss artificial intelligence (AI) marketing in e-commerce. More specifically, it will investigate how AI is modifying the marketing strategies of the e-commerce businesses. A study by Chaitanya et al. (2023) revealed that artificial intelligence and machine learning have a significant impact on how digital marketers prepare their campaigns. They enable marketers to apply insights obtained from the data to provide customers with more personalized experiences, enhance the effectiveness of advertisements and ensure customer satisfaction. Through this use, AI is now more than ever adopted in e-commerce; it provides functionality for better targeting and personalization.
Review
The literature review will highlight AI's evolution in digital marketing. Focus will be on its role in improving customer journey like experience and in streamlining the marketing process.
Methodology
The empirical research will draw from secondary data obtained from scientific journals and industry reports. The goal of the study is to depict and investigate the influence of AI on digital marketing practices. It will involve thematic data analysis in order to spot the trends and insights among the studies.
Discussion
The discussion will showcase AI's positive aspects in the digital marketing sector. It will also include the difficulties organizations encounter in implementing AI technologies and the solutions to these problems.
References
Chaitanya, K., Saha, G. C., Saha, H., Acharya, S., & Singla, M. (2023). The Impact of Artificial Intelligence and Machine Learning in Digital Marketing Strategies. European Economic Letters (EEL), 13(3), 982–992. https://doi.org/10.52783/eel.v13i3.393.
2nd Question
Analysis of the 7P’s Marketing Mix Framework
Brand: Nike
Product: Nike offers a wide range of athletic shoes, clothes, and gear. Its product lines are famous for their innovation and quality, such as the Nike AIR Max and Nike Flyknit (Nike, 2022).
Price: Nike has a premium pricing strategy, which it uses to manipulate the perception of the brand as high-class and high-quality. Besides, Hou (2023) notes that it offers various pricing categories and discounts to different sectors from time to time.
Place: Nike products are available globally through multiple channels, including its stores, online platforms, and authorized retailers (Nike, 2019). The brand has a robust supply chain and extensive distribution network to ensure widespread availability.
Promotion: Nike’s promotional strategies include high-profile endorsements from athletes, impactful advertising campaigns, and social media engagement. Campaigns like "Just Do It" emphasize motivation and performance (Willigan, 2022).
People: Nike focuses on hiring skilled personnel and providing exceptional customer service. Their employees are trained to deliver brand values and enhance the customer experience.
Process: According to Hou (2023), Nike's customer service process includes easy returns, responsive support, and personalized shopping experiences through its website and app.
Physical Evidence: Nike’s physical stores are designed to reflect the brand’s image, featuring modern layouts and interactive displays. The brand’s online presence is equally polished, with a user-friendly website and mobile app.
References
Hou, Q. (2023). Analysis Of Nike Brand Operation and Marketing Strategy in Different Business Periods Based On 4P Marketing Theory. Highlights in Business Economics and Management, 23, 636–641. https://doi.org/10.54097/zfqbj268.
Nike. (2019). NIKE, Inc. – Investor Relations –. Investors.nike.com. https://investors.nike.com/default.aspx?SectionId=17a554ff-c2bb-4af8-817f-2536e96800e4&LanguageId=1.
Nike. (2022). Sustainable Materials. Nike.com. https://www.nike.com/sustainability/materials.
Willigan, G. E. (2022, August). High-Performance Marketing: an Interview with Nike’s Phil Knight. Harvard Business Review. https://hbr.org/1992/07/high-performance-marketing-an-interview-with-nikes-phil-knight.
3rd Question: Strategic Management
Strategic management is the process of formulating and executing the primary goals and initiatives taken by the top management of an organization on behalf of the owners, considering the resources and analyzing the internal and external environments in which the organization competes (David, 2020). It shapes the organization's decisions and performance by providing a procedure for allocating resources and efforts with long-term objectives.
Core Components
Strategy Formulation: Develop strategies based on internal strengths, weaknesses, opportunities, and threats (SWOT analysis).
Strategy Implementation: Executing the chosen strategies through resource allocation and operational adjustments.
Strategy Evaluation: Monitoring and assessing the effectiveness of implemented strategies and making necessary adjustments.
Influence of Strategy
Strategic management ensures that organizations respond proactively to changes in the business environment, adapt to new market trends, and achieve competitive advantages. It aids in setting priorities, focusing efforts, and efficiently allocating resources.
Application in Various Contexts
Strategic management helps multinational corporations navigate the demanding and diverse global markets and regulatory environments. In small businesses, it supports growth planning and resource management.
5P’s of Strategy
Plan: A detailed course of action for achieving objectives.
Ploy: A tactic designed to outmaneuver competitors.
Pattern: Consistent behaviors or actions over time.
Position: The place an organization occupies in the market relative to competitors.
Perspective: The underlying mindset or worldview guiding strategic decisions (Amalia & Mohammad, 2023).
References
Amalia, S. I., & Mohammad, W. (2023). Mintzberg’s 5Ps Strategic Management Model at Yuda Curtain Shop. Himeka: Journal of Interdisciplinary Social Sciences, 1(1), 83–89. https://journal.chishikinh.my.id/index.php/himeka/article/view/12.
