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This thesis examines the impact of price changes of select microprocessors on the market share and 5-year gross profit net present values of Company X in the networking market through a multi-step analysis. The networking market includes segments including media processing, cloud services, security, routers & switches, and access points. For this thesis our team focused on the routers & switches, as well as the security segments. Company X wants to capitalize on the expected growth of the networking market as it transitions to its fifth generation (henceforth referred to as 5G) by positioning itself favorably in its customers eyes through high quality products offered at competitive prices. Our team performed a quantitative analysis of benchmark data to measure the performances of Company X's products against those of its competitors. We collected this data from third party computer reviewers, as well as the published reports of Company X and its competitors. Through the use of a preference matrix, we then normalized this performance data to adjust for different scales. In order to provide a well-rounded analysis, we adjusted these normalized performances for power consumption (using thermal design power as a proxy) as well as price. We believe these adjusted performances are more valuable than raw benchmark data, as they appeal to the demands of price-sensitive customers. Based on these comparisons, our team was able to assess price changes for their market and discounted financial impact on Company X. Our findings challenge the current pricing of one of the two products being analyzed and suggests a 9% decrease in the price of said product. This recommendation most effectively positions Company X for the development of 5G by offering the best balance of market share and NPV.
ContributorsArias, Stephen (Co-author) / Masson, Taylor (Co-author) / McCall, Kyle (Co-author) / Dimitroff, Alex (Co-author) / Hardy, Sebastian (Co-author) / Simonson, Mark (Thesis director) / Haller, Marcie (Committee member) / School of Accountancy (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.
ContributorsBauer, Madelaine Anne (Co-author) / Bryant, Kelly (Co-author) / Lisjak, Monika (Thesis director) / Samper, Adriana (Committee member) / Department of Finance (Contributor) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Health and fast food are seemingly on two opposite ends of the spectrum, yet healthy fast food is quickly growing in popularity. As many fast food brands are adjusting their menu to accommodate to this trend, this study explores how health claims used in fast food advertising affect college students' perceptions of health and their likelihood to purchase healthy fast food products. To test this, a survey gathered quantitative data to assess student's perceptions of health and fast food, as well as qualitative data of when eating healthy is appealing and unappealing. An ad manipulation was employed to test student's likelihood to purchase the product shown in the ad. Though the study did not yield significant results, the results collected indicate that health claims may not be enough to influence someone to purchase, but that taste is of student's highest priority when making food purchase decisions. Thus, the study opens the door for future research in this realm of health and fast food, and concludes with recommendations for both marketers and future researchers.
ContributorsMigray, Emilee Catherine (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Abstract Ambrofit is a company I founded in February 2014 whose overarching goal is to bridge the gap between science and supplements. This thesis project is as an extension of, and upgrade to, Ambrofit's work. The project begins with a brief discussion of the supplement industry, motivating the problem which myself and Ambrofit are trying to solve. It addresses the shortcomings of the industry, its regulatory history, and the causal factors which create the industry's environment. As the main part of the project, I design and execute a systematic, evidence-based nutritional product formulation process to create an scientifically sound ergogenic aid which can reliably accelerate training adaptations. The methodology starts with a round of exploratory research to discover potential ingredients then systematically analyzes each ingredient in multiple rounds of effectiveness and safety screenings until the final formula can be synthesized. Ergogenics were the focus of this project because Ambrofit's current product is an ergogenic aid, but I will apply this same process to formulate Ambrofit's whole product line in the future. The second arm of the project is a clinical study protocol design - an evidence-based product created from secondary research is a good start, but ultimately, the formula must be validated by direct research. The protocol describes an 8-week study with well-trained subjects which would either support or reject the formula's ability to accelerate anaerobic training adaptations. The project concludes with a discussion and application of Ambrofit's marketing. This part of the project was done with boots-on-the-ground; Ambrofit is already operating commercially, so I was able test marketing ideas live and evaluate their performance.
ContributorsRoper, Jacob William (Author) / Denning, Michael (Thesis director) / Johnston, Carol (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
DescriptionI made a full business plan and pitch to investors for a company I plan on starting next semester.
ContributorsOramas, Michael (Author) / Trujillo, Rhett (Thesis director) / Naumann, Gary (Committee member) / Department of Finance (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
INTRODUCTION: This thesis delves into how PR-media relations evolved in the past 20 years (since 1997). It discusses several aspects of media relations, such as relationships, old and new media relations tools, pitching and predictions about the future of media relations. LITERATURE REVIEW: A review of previous literature on media relations guided this research. Past research explained stigmas about the relationship between public relations professionals and journalists, how pitching has evolved, social media's role in modern day media relations and the dynamic between earned and owned media. METHODOLOGY: The research involved a mixed method approach with qualitative and quantitative methods. First, in-depth interviews were conducted with both journalists and public relations professionals who work in Arizona. These interviews were conducted either in-person or over the phone. Second, two in-depth interviews were conducted over the phone with a public relations professional who worked at Intel for over 20 years for a case study. Finally, a survey was distributed to public relations professionals in Arizona via email and through social media websites (Facebook and Twitter) to provide insight on the media relations tactics they have recently utilized, as well as their use of social media. There were also five follow-up interviews conducted with survey respondents. FINDINGS: After conducting these three methods of research, the qualitative (quotes) and quantitative (survey) data were analyzed to provide detailed opinions about media relations including: the relationships between public relations professionals and the media, the use of old and new media relations tools, what an effective pitch looks like, the use of social media, comparisons between less and more experienced PR professionals, and predictions on the future of media relations. DISCUSSION: The findings from this research led to several conclusions regarding media relations such as: the importance of maintaining a trusting and respectful relationship, traditional tools' place in modern day media relations, email's dominance as a media relations tool, the hesitation by PR professionals to use social media as a communication tool with journalists, more experienced PR professionals' lack of hesitation to use social media as a communication tool with journalists, and the prediction that relationships will remain key in media relations despite the changes in media relations tools themselves. CONCLUSION: Based on all of the findings from this research, it was concluded that media relations has evolved to keep up with the changing media landscape, however, traditional tools and practices remain relevant and essential to media relations.
ContributorsTillman, Krista Michelle (Author) / Wu, Xu (Thesis director) / Bovio, Sonia (Committee member) / College of Integrative Sciences and Arts (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
This thesis takes the form of a market research report with the goal of analyzing the implications of the United Kingdom (UK) leaving the European Union (EU) (known as “Brexit”) on London’s office commercial real estate market. The ultimate goal of this report is to make a prediction, firmly grounded in quantitative and qualitative research conducted over the past several months, as to the direction of London’s commercial real estate market going forward (post-Brexit). Within the commercial real estate sector, this paper narrows its focus to the office segment of the London market.
Understanding the political landscape is crucial to formulating a reasonable prediction as to the future of the London market. Aside from research reports and articles, our main insights into the political direction of Brexit come from our recordings from meetings in March of 2017 with two high-ranking members of Parliament and one member of the House of Lords—all of whom are members of the Tory Party (the meetings being held under the condition of anonymity). The below analysis will be followed by a discussion of the economics of Brexit, primarily focusing on the economic risks and uncertainties which have emerged after the vote, and which currently exist today. Such risks include the UK losing its financial passporting rights, weakening GDP and currency value, the potential for a reduction in foreign direct investment (FDI), and the potential loss of the service sector in the city of London due to not being able to access the European Single Market.
The report will shift focus to analyzing three competing viewpoints of the direction of the London market based on recordings from interviews of stakeholders in the London real estate market. One being an executive of one of the largest REITs in the UK, another being the Global Head of Real Estate at a top asset management firm, and another being a director at a large property consulting firm. The report includes these differing “sub-theses” in order to try to make sense of the vast market uncertainties post-Brexit as well as to contrast their viewpoints with where the market is currently and with the report’s investment recommendation.
The remainder of the report will consist of the methods used for analyzing market trends including how the data was modeled in order to make the investment recommendation. The report will analyze real estate and market metrics pre-Brexit, immediately after the vote, post-Brexit, and will conclude with future projections encapsulating the investment recommendation.
Understanding the political landscape is crucial to formulating a reasonable prediction as to the future of the London market. Aside from research reports and articles, our main insights into the political direction of Brexit come from our recordings from meetings in March of 2017 with two high-ranking members of Parliament and one member of the House of Lords—all of whom are members of the Tory Party (the meetings being held under the condition of anonymity). The below analysis will be followed by a discussion of the economics of Brexit, primarily focusing on the economic risks and uncertainties which have emerged after the vote, and which currently exist today. Such risks include the UK losing its financial passporting rights, weakening GDP and currency value, the potential for a reduction in foreign direct investment (FDI), and the potential loss of the service sector in the city of London due to not being able to access the European Single Market.
The report will shift focus to analyzing three competing viewpoints of the direction of the London market based on recordings from interviews of stakeholders in the London real estate market. One being an executive of one of the largest REITs in the UK, another being the Global Head of Real Estate at a top asset management firm, and another being a director at a large property consulting firm. The report includes these differing “sub-theses” in order to try to make sense of the vast market uncertainties post-Brexit as well as to contrast their viewpoints with where the market is currently and with the report’s investment recommendation.
The remainder of the report will consist of the methods used for analyzing market trends including how the data was modeled in order to make the investment recommendation. The report will analyze real estate and market metrics pre-Brexit, immediately after the vote, post-Brexit, and will conclude with future projections encapsulating the investment recommendation.
ContributorsHorn, Jonathan (Co-author) / Sidi, Adam (Co-author) / Bonadurer, Werner (Thesis director) / McDaniel, Cara (Committee member) / Department of Finance (Contributor) / School of Politics and Global Studies (Contributor) / Economics Program in CLAS (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
This study explores the best known practices of small businesses from different entrepreneurs' perspectives and attempts to address the question: are there consistencies between different entrepreneurs' approaches to establishing and growing a business? Ten entrepreneurs from a variety of business types (product and service) were interviewed using a consistent question template that asked questions regarding financing, business strategy (and scalability), interpersonal forces, innate qualities, partnerships, and resources. The primary overlaps between these businesses are with regard to the confluence between personal risk and business strategy, the risk of working with friends and family, the capacity to scale relative to special content knowledge or process knowledge, and partnerships
etworking.
etworking.
ContributorsCole, Chandler William (Author) / Kellso, James (Thesis director) / Gilmore, Bruce (Committee member) / Department of Supply Chain Management (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
This thesis will examine the recruitment process of educated millennials coming from four-year institutions to their first job out of college. When referring to millennials throughout my research, I am specifically focusing on current college graduates in order to better relate to my own experiences as a soon-to-be-graduate seeking a job. I will examine the various recruiting techniques, i.e. channels to connect with graduates, and the hiring and interview process as a whole. This thesis will also discuss the challenges and differences of recruiting millennials versus other generations. It will also discuss the latest trends in college and early talent recruiting. In order to do this, I conducted a number of in-depth interviews with recruiters and hiring managers from various companies that recruit heavily from Arizona State University (ASU), in order to determine what these companies have done to be successful among young college graduates. I aimed to identify the specific techniques that these companies use to connect with recent college graduates, what skills these firms are looking for, and what the hiring process looks like for new millennial employees. I also conducted an extensive online literature search about recruiting educated millennials in the workforce, and I used that information as a basis to form my interview questions. The interviews were meant to confirm or deny that research, but the interviewees also revealed many new trends and insights. I hope that this information will be beneficial not only to college seniors seeking first-time employment, but also to other companies who feel that they are struggling to capture young talent.
ContributorsCapra, Alexandria Luccia (Author) / Kalika, Dale (Thesis director) / Eaton, Kathryn (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05