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Marketing Strategy: Step-Wise Approach

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Background:

New Product Idea: Online cosmetic surgery advice and solutions.
This will have one set of cosmetic surgery doctors who will remain online 24 hours a day, 7 days a week, give online advise to the site visitor. Show them with the help of pictures and videos the improvement that can be made, quote a price for the cosmetic improvement and direct them to an empanelled cosmetic surgeon who will carry out the surgery. This surgery will be carried out with complete anonymity and not even the operating surgeon will know the identity of the patient. To further protect the identity of the patient, the surgery will be conducted at a confidential operating theater and to avoid payment by credit card, the money may be received in cash.

Target Market and the Benefits of the Product to the Target Market: The target market is the movie and television industry where the actors are willing to spend money for high quality cosmetic improvements if confidentiality is maintained. These are also easy to target as the publicity material and other communication can easily be sent to them by direct marketing agencies for a small fee. The competitors are the surgeons in Los Angeles and in other parts of Southern California who are already operating. However, they lack quality assurance, which a brand name and a systematic referral system have. Several surgeons have earned a bad reputation of actually defacing the 'stars'. So if a business can establish a strong brand name and reputation and oversee the performance of its surgeons then there is an excellent market for them. The benefits it brings to the consumers is that they receive the standardized advice and counseling not from a predatory surgeon but from a reputed panel of experts who have the interest of the customer at heart. Depending on the identified and accepted needs of the customer, the best surgeon who is empanelled will be chosen and he will confidentially carry out the operation under the supervision of your company. This is not a private hospital or a private clinic but a specialized online service provider for a specialized service.

Directions: Briefly outline a strategy to show how the product will establish and sustain competitive advantage and provide superior value to the intended customers.

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Solution Preview

There are two types of competitive advantages, cost and differentiation. The cost advantage occurs when the firm is able to deliver the same benefits of competitors at a lower cost. Differentiation advantage is when a firm delivers benefits that exceed those of competing brands. A firm must have resources or capabilities that are superior to those of its competitors in order to establish and thus sustain a ...

Solution Summary

In about 270 words, this solution outlines a strategy which can be used to maintain a differentiation focus strategy for the product in question, which is cosmetic surgery.

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Discussion questions to consider

The following questions are from the Handbook of Training Evaluation and Measurement Methods by Jack J. Phillips. I could use some other feedback/insight with these questions.

CHAPTER FIVE

SOME ORGANIZATIONS NEED A ROI PROCESS THAT WILL LOOK FORWARD (FORECAST) AND BACKWARD (ROI RESULTS). CAN THIS MODEL BE USED IN BOTH SCENARIOS? EXPLAIN.

CAN THIS ROI PROCESS MODEL BE USED WITH ALL TYPES OF PERFORMANCE INTERVENTIONS? PROVIDE EXAMPLES OF DIVERSE APPLICATIONS, ADDRESSING THE FIRST THREE BLOCKS IN THE MODEL.

ONE CRITICISM OF AN ROI MEASUREMENT IS THAT IT DOES NOT PRESENT A "BALANCED" VIEW OF RESULTS. HOW DOES THIS MODEL ADDRESS THIS ISSUE?

CHAPTER EIGHT

WHY IS IT IMPORTANT TO OBTAIN PARTICIPANT FEEDBACK IN TRAINING PROGRAMS?

ONE HRD MANAGER COMMENTED ".....SMILE SHEETS (PARTICIPANT FEEDBACK FORMS) ARE NOT WORTH THE TIME IT TAKES TO COMPLETE THEM. THESE HAPPINESS RATINGS DO NOTHING BUT FEED THE EGO OF THE INSTRUCTOR." IS THIS TRUE? EXPLAIN.

DESIGN A PARTICIPANT FEEDBACK FORM FOR A ONE-DAY WORKSHOP ON IMPROVING INTERVIEWING SKILLS.

WHAT ARE THE ADVANTAGES AND DISADVANTAGES OF ATTITUDE SURVEYS IN EVALUATION?

WHY ARE PERFORMANCE TESTS IMPORTANT TO HRD EVALUATION?

DESIGN AND DESCRIBE A PERFORMANCE TEST TO MEASURE THE EFFECTIVENESS OF A TRAINING PROGRAM DESIGNED TO IMPROVE INTERVIEWING SKILLS.

CHAPTER NINE

USE EXAMPLES TO ILLUSTRATE THE DIFFERENCES AMONG EVALUATION INSTRUMENT DESIGN, EVALUATION DESIGN, AND DATA COLLECTION METHODS.

WHY ARE FOLLOW-UP EVALUATIONS IMPORTANT?

DESIGN A FOLLOW-UP QUESTIONNAIRE FOR A THREE-DAY PERFORMANCE MANAGEMENT WORKSHOP FOR MIDDLE MANAGERS. MAKE ANY ASSUMPTIONS NECESSARY TO COMPLETE THE ASSIGNMENT.

DO ORGANIZATIONS USE PERFORMANCE CONTRACTS ON A ROUTINE BASIS? EXPLAIN.

WHAT ADVANTAGES DO ACTION PLANS HAVE OVER QUESTIONNAIRES?

WHAT ARE THE WEAKNESSES OF THE INTERVIEW PROCESS?

WHEN IS IT APPROPRIATE TO USE OBSERVATIONS IN THE EVALUATION PROCESS? WHAT ARE THE DIFFERENCES IN THE INTERVIEW AND FOCUS GROUP PROCESS?

WHAT ARE THE PROBLEMS WITH FOCUS GROUP PROCESS?

WHEN IS IT APPROPRIATE TO USE OBSERVATIONS IN THE EVALATION PROCESS?

WHAT DIFFICULTIES ARE ENCOUNTERED WHEN USING EVALUATION INFORMATION OBTAINED FROM OBSERVERS?

WHICH IS THE MOST EFFECTIVE DATA-COLLECTION METHOD? WHY?

IS IT POSSIBLE TO USE ALL DATA-COLLECTION METHODS IN THE EVALUATION OF A SINGLE PROGRAM? EXPLAIN.

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