Matching Items (4)
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- All Subjects: Marketing Plans
- Creators: Department of Management
- Creators: Johnson, Travis
Description
This thesis discusses the creation of a new brand of wine. We noticed new trends in packaging and wine labels from different wine producers, and decided to take a deeper look into the current state of the wine industry. We found millennials are growing consumers of wine, and being part of the millennial generation ourselves, we decided our own personal insight could be used in our research efforts to come up with a new concept for wine. Through primary and secondary research, we were able to find relevant trends in the wine industry in regards to millennials. The focus was to create a unique marketing plan for a new wine brand concept that would eventually be sold to an established winery or wine distributor. Key questions we wanted to answer with our primary and secondary research included: What consumer segment in the wine industry is the most attractive to enter? What are the current trends in regards to wine within this consumer segment? What are this consumer segment's preferences for branding in the wine industry? What are this segment's habits in regards to drinking at social occasions? Are there social constructs in regards to what container wine can be served in? What is the ideal container to pursue other than the standard wine bottle for this consumer segment? This paper aims to find related research to support our idea of creating a new brand of wine. We will discuss the background and related readings that we used to create our target market and branding idea, the methodology in which we conducted our surveys, and analyze the data from these surveys in order to finally conclude with our thesis recommendations for how to proceed with a marketing plan.
ContributorsSeeley, Carissa (Co-author) / Haagen, Jenna (Co-author) / St. Peter, Katie (Co-author) / Gray, Nancy (Thesis director) / Eaton, Kathryn (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This report details a prioritization value model that was created for the use of Arizona State University and ASU LightWorks in determining and implementing appropriate sustainability projects for removing greenhouse gas emissions. A thorough review regarding the current project selection process, and an extensive analysis into the desired state of the process was conducted for this paper. The newly developed prioritization model includes multiple attributes that rank and prioritize projects based upon the highest value as determined by criteria set forth by the university. Encompassed within this report are the steps in creating the decision model, as well as the benefits and additional uses of the model for the end user. From the analysis and model created, the end user has the ability to choose carbon neutral projects that better align with the vision of the New American University.
ContributorsAmoroso, Nicholas (Co-author) / Lee, Betty (Co-author) / Brooks, Dan (Thesis director) / Johnson, Travis (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Information Systems (Contributor)
Created2015-05
Description
The U.S. Department of Energy awarded $15 million to the Algae Test-bed Public-Private Partnership (ATP3) at Arizona State University. ASU LightWorks is the university partnership that works to combine research into one strategic framework. The combination of both of these entities allows for a framework to address energy issues through collaboration with academic institutions, commercial enterprises, and national laboratories. The Arizona Center for Algae Technology and Innovation (AzCATI) partners with ATP3 and the facilities are located on ASU's Polytechnic campus. Part of NVG's research focuses on a gap analysis of what types of entities to partner with, but thus far partnerships include: the National Laboratories, Cellana LLC, Touchstone Research Laboratory, SRS Energy, Cal Poly San Luis Obispo, Georgia Institute of Technology, University of Texas at Austin, and Commercial Algae Management. The goal of ATP3 is to create an open and collaborative network in geographically diverse locations, that allow for world-class expertise while addressing flexibility and customer service, as well as IP management within a tiered fee structure. The standard would be that ATP3 address the operational protocols, data collection and analysis, data management, quality control, modeling and assessment, and finally education and training. This allows ATP3 to be a quality testing facility for the algal research community, and the test-bed facilities will be located in Arizona, Hawaii, California, Ohio, and Georgia.
ContributorsLowry, Teeghyn Aleene (Co-author) / Cope, Nicole (Co-author) / Willert, Kevin (Co-author) / Brooks, Daniel (Thesis director) / Johnson, Travis (Committee member) / Brandt, William (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / School of Accountancy (Contributor)
Created2013-05
Description
Tech2Learn, a privately owned tutoring company, serves students in kindergarten through eighth grade at its Phoenix location. The company's founding mission "is for every child to build individual competence and confidence in essential skills." It accomplishes this mission by providing a safe, fun, and engaging environment where children feel comfortable learning. In addition to tutoring in traditional subjects such as math and reading, Tech2Learn also offers a dyslexia reading lab, and a High School Placement Test prep course. The goal of this plan is to find a low cost and easy to manage way for Tech2Learn to market its services and encourage referrals. To achieve this goal, I conducted both an external and internal analysis. In order for Tech2Learn to remain competitive in the industry, it must be aware of trends such as the rapidly evolution of teaching technology, new government mandates on curriculum, and parents' desire to be involved in their children's education. While these trends create opportunities for growth, there are also threats that arise. One threat to Tech2Learn is a large number of competitors in the market. The company relies on its strengths of human capital and unique teaching approach to minimize these threats. The tactics and strategies recommended in this plan are intended to reduce the company's weaknesses. Specifically, tactical recommendations target Tech2Learn's digital presence through the creation of a Facebook page, consolidation of company owned web domains, and updating business information on both owned and earned online sites. Additionally, strategic suggestions aim to prepare Tech2Learn for future growth through the implementation of a formal training procedure, consideration of an additional office location, and differentiation through the early adoption of new technologies, such as virtual reality.
ContributorsCunningham, Sinead Bridget (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Cummings, Deborah (Committee member) / Department of Marketing (Contributor) / Department of Management (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12