MKT640: A Managerial Approach To Marketing
American Intercontinental University
Unit 1 Individual Project
MKT640 – A Managerial Approach to Marketing
Project Type: Unit 1 Individual Project
Date of Submission
Abstract
This paper will follow two specific products and services that have come to development for the global marketplace in the last few years. This paper will discuss the product launch, and the impact of technology on the product along with the legal and ethical implications and how they were handled. The companies being discussed in this paper are Red Box and eHarmony.
Understanding a Successful Launch
Introduction
These two companies discussed in this paper are Red Box movie DVD rental, and eHarmony online dating service. It will be it is important …show more content…
to understand these challenges in today global economy these two strong successful companies endured. Understanding these challenges can teach what is examined in launching new products along with the impact of technology on these products, along with the legal and ethical implication of launch of these products and services.
Challenges in New Product Launches
When Red box first evolved it was owned and placed in McDonalds fast food restaurants as a subsidiary of McDonalds and soon was sold to Coinstar who quickly moved Red box to grocery stores, drugstores and others including Walmart, Walgreens and 7-Elevens increasing Red box location to over 28000 kiosks in the United States (Augustine, C 2011).
In the late 1990’s after 35 years of work as a psychologist and marrage counselor Neil Clark Warren developed an compatibility matching system to match peoples as couples (Business wire2013) Challenges: example number 1. The challenge for Red Box on it onset was the compition of other video supply retailer such as Blockbusters, Netflix who had the corner on DVD rentals. These companies had licenses to film studios that Red Box did not so obtaining newer movies to build its library of new movies and TV shows was not in line with the others (Aricoin J. pg. 1). Red Box successfully focuses on its core competencies, low prices convenience and appearance driving high rental volumes to succeed in the DVD market (Augustine, C. 2011). Challenges: example number 2. Today as the use DVD’s diminishes and online streaming is taking over, Red box and its kiosks may lose popularity in the United States. How will Red Box take on the challenge? Red Box could move the physical inventory of kiosks and DVD, s to the global marketplace where technology limits streaming. China South Africa Russia and more or if the stay with their competencies of low prices and convenience keep good relationships with their suppliers in order to get new movies fast they may continue to excel. (Augustine, C. 2011).
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 challenges must come from research derived from articles in the library’s full-text databases. Challenges: example number 3.
When it comes to eHarmony the challenge was not only creating the combatability servey but the technology that that could launch it. This b
Technology and New Product Development
New video technology took companies like Netflix, who mailed DVD’s to homes in 5 to7 days of order to new dimensions., making getting movies easier and less trouble the going to video stores like Blockbusters. Now the technology of putting kiosk in stores, tracking customers and keeping up with demand was a challenge for Red Box. The kiosks were only able to house a limited amount of movies and had w limited selection.
Now Red Box is connected to the internet and has a sophisticated inventory management system which permits customers to connect and browse the web and pre order movies (Whiner R). Technology: example number 1.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 technology examples must come from research derived from articles in the library’s full-text databases. Technology: example number 2. Technology: example number 3.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 technology examples must come from research derived from articles in the library’s full-text databases.
Legal and Ethical Implications in New Product Development
Red box has had its fair share of legal issues. At onset Red Box had troubles with the major film studios who would not sell their movies to Red Box until 28 days after their arrival in stores. Red box responded by filing lawsuits citing a conspiracy and anti-trust. After Red Box was unable to prove these claim, many studios did work with Red box like The Walt Disney Company and Sony pictures, others such as Fox and Warner Brothers would not. (Barnes, B. 2009). Legal and ethical implications: example number 1.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 legal and ethical implications examples must come from research derived from articles in the library’s full-text databases. Legal and ethical implications: example number …show more content…
2.
Insert your verbiage here and be sure to indent the first line of the paragraph.
Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 legal and ethical implications examples must come from research derived from articles in the library’s full-text databases. Legal and ethical implications: example number 3.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 legal and ethical implications examples must come from research derived from articles in the library’s full-text databases.
Conclusion
Add some concluding remarks-can be a sentence or two.
NOTE:
• If you are not at the end of PAGE 7 with content, your paper is too short (if you used graphs or charts, your paper should be longer)
• Do not insert extra spaces between paragraphs to make your paper appear longer.
• If you are beyond PAGE 10 with content, your paper is too LONG. Do not change the font or margins to make the paper appear shorter or longer .
References
Augustine, C. (2011). Red box: Strategy in the Sunset of Physical Media | Thunderbird School of Global Management. Retrieved January 14, 2014, from http://www.thunderbird.edu/blog/faculty/washburn/2011/12/18/redbox
Electronic Engineering Times, (1584), 20-22,24,26. Retrieved from http://search.proquest.com/docview/636582324?accountid=144459 LIEDTKE , M. (
LIEDTKE , M. (2011). Red box prices to increase.
DeFalco , B. (2008). E harmony agrees to provide same sex matches. Associated Press.
“History of eHarmony". Online Dating Magazine. 2008-09-16
. Business Wire (2013).
Arico, J. (2009). Did you know how much I hated Netflix. Arts and Entertainment.
Business Wire (2013).
LADURANTAYE, S. (2012). Red box bringing DVD vending machines to Canada.
Business Wire (English). 11/01/2013. Accession Number:bizwire.c516008
Regional Business News; Accession Number:bizwire.c51600836 eHarmony
Barnes, Brooks(September 6,2009) “Movies Studios See a Threat in Growth”
About eHarmony". eHarmony. 2008-09-19. Retrieved 2008-09-19
eHarmony Launches Next-Generation Customer Experience; Undergoes Brand-Wide Redesign Across All Device Platforms By: eHarmony, Business Wire (English), 05/15/2013
Unit 1 Individual Project
MKT640 – A Managerial Approach to Marketing
Project Type: Unit 1 Individual Project
Date of Submission
Abstract
This paper will follow two specific products and services that have come to development for the global marketplace in the last few years. This paper will discuss the product launch, and the impact of technology on the product along with the legal and ethical implications and how they were handled. The companies being discussed in this paper are Red Box and eHarmony.
Understanding a Successful Launch
Introduction
These two companies discussed in this paper are Red Box movie DVD rental, and eHarmony online dating service. It will be it is important …show more content…
to understand these challenges in today global economy these two strong successful companies endured. Understanding these challenges can teach what is examined in launching new products along with the impact of technology on these products, along with the legal and ethical implication of launch of these products and services.
Challenges in New Product Launches
When Red box first evolved it was owned and placed in McDonalds fast food restaurants as a subsidiary of McDonalds and soon was sold to Coinstar who quickly moved Red box to grocery stores, drugstores and others including Walmart, Walgreens and 7-Elevens increasing Red box location to over 28000 kiosks in the United States (Augustine, C 2011).
In the late 1990’s after 35 years of work as a psychologist and marrage counselor Neil Clark Warren developed an compatibility matching system to match peoples as couples (Business wire2013) Challenges: example number 1. The challenge for Red Box on it onset was the compition of other video supply retailer such as Blockbusters, Netflix who had the corner on DVD rentals. These companies had licenses to film studios that Red Box did not so obtaining newer movies to build its library of new movies and TV shows was not in line with the others (Aricoin J. pg. 1). Red Box successfully focuses on its core competencies, low prices convenience and appearance driving high rental volumes to succeed in the DVD market (Augustine, C. 2011). Challenges: example number 2. Today as the use DVD’s diminishes and online streaming is taking over, Red box and its kiosks may lose popularity in the United States. How will Red Box take on the challenge? Red Box could move the physical inventory of kiosks and DVD, s to the global marketplace where technology limits streaming. China South Africa Russia and more or if the stay with their competencies of low prices and convenience keep good relationships with their suppliers in order to get new movies fast they may continue to excel. (Augustine, C. 2011).
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 challenges must come from research derived from articles in the library’s full-text databases. Challenges: example number 3.
When it comes to eHarmony the challenge was not only creating the combatability servey but the technology that that could launch it. This b
Technology and New Product Development
New video technology took companies like Netflix, who mailed DVD’s to homes in 5 to7 days of order to new dimensions., making getting movies easier and less trouble the going to video stores like Blockbusters. Now the technology of putting kiosk in stores, tracking customers and keeping up with demand was a challenge for Red Box. The kiosks were only able to house a limited amount of movies and had w limited selection.
Now Red Box is connected to the internet and has a sophisticated inventory management system which permits customers to connect and browse the web and pre order movies (Whiner R). Technology: example number 1.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 technology examples must come from research derived from articles in the library’s full-text databases. Technology: example number 2. Technology: example number 3.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 technology examples must come from research derived from articles in the library’s full-text databases.
Legal and Ethical Implications in New Product Development
Red box has had its fair share of legal issues. At onset Red Box had troubles with the major film studios who would not sell their movies to Red Box until 28 days after their arrival in stores. Red box responded by filing lawsuits citing a conspiracy and anti-trust. After Red Box was unable to prove these claim, many studios did work with Red box like The Walt Disney Company and Sony pictures, others such as Fox and Warner Brothers would not. (Barnes, B. 2009). Legal and ethical implications: example number 1.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 legal and ethical implications examples must come from research derived from articles in the library’s full-text databases. Legal and ethical implications: example number …show more content…
2.
Insert your verbiage here and be sure to indent the first line of the paragraph.
Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 legal and ethical implications examples must come from research derived from articles in the library’s full-text databases. Legal and ethical implications: example number 3.
Insert your verbiage here and be sure to indent the first line of the paragraph. Remember to use citations in the body of the paper. This section must contain research. At least one of the 3 legal and ethical implications examples must come from research derived from articles in the library’s full-text databases.
Conclusion
Add some concluding remarks-can be a sentence or two.
NOTE:
• If you are not at the end of PAGE 7 with content, your paper is too short (if you used graphs or charts, your paper should be longer)
• Do not insert extra spaces between paragraphs to make your paper appear longer.
• If you are beyond PAGE 10 with content, your paper is too LONG. Do not change the font or margins to make the paper appear shorter or longer .
References
Augustine, C. (2011). Red box: Strategy in the Sunset of Physical Media | Thunderbird School of Global Management. Retrieved January 14, 2014, from http://www.thunderbird.edu/blog/faculty/washburn/2011/12/18/redbox
Electronic Engineering Times, (1584), 20-22,24,26. Retrieved from http://search.proquest.com/docview/636582324?accountid=144459 LIEDTKE , M. (
LIEDTKE , M. (2011). Red box prices to increase.
DeFalco , B. (2008). E harmony agrees to provide same sex matches. Associated Press.
“History of eHarmony". Online Dating Magazine. 2008-09-16
. Business Wire (2013).
Arico, J. (2009). Did you know how much I hated Netflix. Arts and Entertainment.
Business Wire (2013).
LADURANTAYE, S. (2012). Red box bringing DVD vending machines to Canada.
Business Wire (English). 11/01/2013. Accession Number:bizwire.c516008
Regional Business News; Accession Number:bizwire.c51600836 eHarmony
Barnes, Brooks(September 6,2009) “Movies Studios See a Threat in Growth”
About eHarmony". eHarmony. 2008-09-19. Retrieved 2008-09-19
eHarmony Launches Next-Generation Customer Experience; Undergoes Brand-Wide Redesign Across All Device Platforms By: eHarmony, Business Wire (English), 05/15/2013