Matching Items (3)

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Marketing to Millennials Within the Airline and Finance Industries Across Cultures

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Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to

Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.

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Created

Date Created
2016-05

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Modeling frameworks for supply chain analytics

Description

Supply chains are increasingly complex as companies branch out into newer products and markets. In many cases, multiple products with moderate differences in performance and price compete for the same unit of demand. Simultaneous occurrences of multiple scenarios (competitive, disruptive,

Supply chains are increasingly complex as companies branch out into newer products and markets. In many cases, multiple products with moderate differences in performance and price compete for the same unit of demand. Simultaneous occurrences of multiple scenarios (competitive, disruptive, regulatory, economic, etc.), coupled with business decisions (pricing, product introduction, etc.) can drastically change demand structures within a short period of time. Furthermore, product obsolescence and cannibalization are real concerns due to short product life cycles. Analytical tools that can handle this complexity are important to quantify the impact of business scenarios/decisions on supply chain performance. Traditional analysis methods struggle in this environment of large, complex datasets with hundreds of features becoming the norm in supply chains. We present an empirical analysis framework termed Scenario Trees that provides a novel representation for impulse and delayed scenario events and a direction for modeling multivariate constrained responses. Amongst potential learners, supervised learners and feature extraction strategies based on tree-based ensembles are employed to extract the most impactful scenarios and predict their outcome on metrics at different product hierarchies. These models are able to provide accurate predictions in modeling environments characterized by incomplete datasets due to product substitution, missing values, outliers, redundant features, mixed variables and nonlinear interaction effects. Graphical model summaries are generated to aid model understanding. Models in complex environments benefit from feature selection methods that extract non-redundant feature subsets from the data. Additional model simplification can be achieved by extracting specific levels/values that contribute to variable importance. We propose and evaluate new analytical methods to address this problem of feature value selection and study their comparative performance using simulated datasets. We show that supply chain surveillance can be structured as a feature value selection problem. For situations such as new product introduction, a bottom-up approach to scenario analysis is designed using an agent-based simulation and data mining framework. This simulation engine envelopes utility theory, discrete choice models and diffusion theory and acts as a test bed for enacting different business scenarios. We demonstrate the use of machine learning algorithms to analyze scenarios and generate graphical summaries to aid decision making.

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Agent

Created

Date Created
2012

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Data Analytics within Supply Chain Management

Description

This thesis, through a thorough literature and content review, discusses the various ways that data analytics and supply chain management intersect. Both fields have been around for a while, but are incredibly aided by the information age we live in

This thesis, through a thorough literature and content review, discusses the various ways that data analytics and supply chain management intersect. Both fields have been around for a while, but are incredibly aided by the information age we live in today. Today's ERP systems and supply chain software packages use advanced analytic techniques and algorithms to optimize every aspect of supply chain management. This includes aspects like inventory optimization, portfolio management, network design, production scheduling, fleet planning, supplier evaluation, and others. The benefit of these analytic techniques is a reduction in costs as well as an improvement in overall supply chain performance and efficiencies. The paper begins with a short historical context on business analytics and optimization then moves on to the impact and application of analytics in the supply chain today. Following that the implications of big data are explored, along with how a company might begin to take advantage of big data and what challenges a firm may face along the way. The current tools used by supply chain professionals are then discussed. There is then a section on the most up and coming technologies; the internet of things, blockchain technology, additive manufacturing (3D printing), and machine learning; and how those technologies may further enable the successful use of analytics to improve supply chain management. Companies that do take advantage of analytics in their supply chains are sure to maintain a competitive advantage over those firms that fail to do so.

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Agent

Created

Date Created
2016-12