Matching Items (4)
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- All Subjects: Marketing Strategies
- All Subjects: Mexico City
- Creators: Montoya, Detra
- Status: Published
Description
Protest has been both a practice of citizenship rights as well as a means of social pressure for change in the context of Mexico City's water system. This paper explores the role that citizen protest plays in the city's response to its water challenges. We use media reports of water protests to examine where protests happen and the causes associated with them. We analyze this information to illuminate socio-political issues associated with the city's water problems, such as political corruption, gentrification, as well as general power dynamics and lack of transparency between citizens, governments, and the private businesses which interact with them. We use text analysis of newspaper reports to analyze protest events in terms of the primary stimuli of water conflict, the areas within the city more prone to conflict, and the ways in which conflict and protest are used to initiate improved water management and to influence decision making to address water inequities. We found that water scarcity is the primary source of conflict, and that water scarcity is tied to new housing and commercial construction. These new constructions often disrupt water supplies and displace of minority or marginalized groups, which we denote as gentrification. The project demonstrates the intimate ties between inequities in housing and water in urban development. Key words: Conflict, protest, Mexico City, scarcity, new construction
ContributorsFlores, Shalae Alena (Author) / Eakin, Hallie C. (Thesis director) / Baeza-Castro, Andres (Committee member) / Lara-Valencia, Francisco (Committee member) / School of Geographical Sciences and Urban Planning (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
An in-depth analysis of Homeview Realty and Homeview Financial was conducted. A marketing plan for both companies was prepared for this project. Homeview Realty and Homeview Financial are in the midst of dynamic industries. The landscape of doing business in the real estate and mortgage industries are constantly changing and evolving. Thus, it is vital for Homeview Realty and Homeview Financial to constantly be knowledgeable in these fields. With this dynamic aspect, the landscape for marketing has also changed; it became digital in nature. Thus, it is important to analyze Homeview Realty and Homeview Financial currently and create a live marketing plan that can be updated when needed. With a marketing plan in hand, Homeview will be able understand its business model, mission, goals, and objectives and in turn be able to create marketing campaigns compatible with the companies objectives and strategic directions.
ContributorsCrowley, Rachel Victoria (Author) / Ostrom, Lonnie (Thesis director) / Montoya, Detra (Committee member) / Mirshak, Paul (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Department of Chemistry and Biochemistry (Contributor) / Department of Finance (Contributor) / School of Accountancy (Contributor)
Created2014-05
Description
The aim of this thesis project was to conduct a brand analysis for a local juice company, Kaleidoscope Juice. Through this brand analysis, Kaleidoscope's current branding and marketing strategies were assessed as well as their narrow positioning strategy within the juicing industry. As such, the primary focus of the research and field work was Kaleidoscope's positioning, and how expanding their current target customer group would be advantageous for the brand both financially and operationally. Both primary and secondary sources were utilized to help identify key factors and pricing in the juicing industry as well as the competitive marketplace. Additionally, an online survey was created and approved by the IRB that was used to help understand consumer's perceptions of the industry, as well as the brand and brand elements. The questionnaire was distributed online, and a group of 91 participants were sampled for the purpose of the study. The results were extremely useful in understanding price sensitivity, as well as preferred distribution methods for consumers. Additionally, the data supported much of the research and field work conducted in the analysis and helped to solidify branding recommendations for Kaleidoscope. It was concluded that although Kaleidoscope does have a strong target customer base, expanding and educating a new target consumer would be extremely beneficial for the brand going into the future.
ContributorsTremel, Sarah Anne (Author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to further encourage attention from international fans and increase league profit, I propose that the league adds an expansion team to Mexico City. I believe that through thorough market research and conscientious brand development, the team be successfully integrated into both the local community as well as the league’s current fan base. Local infrastructure, player safety, border customs, and financials were all taken into consideration into this proposal. The purpose of this project is twofold: first, to advocate for league expansion of the NBA into Mexico City through discussion and exploration of both the anticipated opportunities and obstacles, and second, to design three brand concepts and then propose a final brand concept based off of qualitative and quantitative feedback systematically collected via a survey.
ContributorsArd, Dalin Max (Author) / Montoya, Detra (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05