Cicelyfinamore

In today’s market, consumers are having a great deal of difficulty distinguishing the benefits and features of one brand over another. Which one is the best value? What does this brand offer that the other doesn’t? Which one will satisfy my personal needs? These questions underline the consumer’s choice of brand and are impacted by a companies emphasis on their points of parity and points of differences.

The ever growing Mac, by Apple, has positioned itself remarkably well in consumers eyes, establishing a significant point of difference from their competitor PC. By highlighting its sleek, compact, and versatile design and fast, virus-free functions, the Mac has accomplished high-status in the market. The link attached provides a commercial promoting Mac computer by illustrating the points of parity and differences that distinguish them from PC computers. Mac emphasizes the automatic guard against viruses they provide in their systems rather than routinely pop ups of “cancel or allow,” that PC computer utilizes in order to avoid virus interference.

Mac uses the two men to symbolize two computers, they both are computers but one has more to offer than the other. The slim, easy-going guy captivates the Macs sleek design and straightforward use. The bigger guy suggests PC’s bulky appearance, with the security guard denoting PC’s constant approval from users to continue functioning in order to avoid viruses. Mac has positioned the brand effectively as it is relevant to all computer users, distinctive from other brands and has created a sense of believability. Apple’s strong reputation in the market creates a set up for the success of the Mac, already being established first in consumer’s minds. This powerful brand and wise positioning strategies definitely have me saying, “I love my MAC!”

https://www.youtube.com/watch?v=FxOIebkmrqs

Recently I discovered an article on the Globe and Mail referring to the U.S. Steel shutting the Hamilton mill due to a struggle in maintaining the factories output at full capacity. The heading immediately stuck me as I considered the “domino” effect that would result from this initial action. Not only will the production and supply of steel decline, but also a great loss in work for laborers who rely on the mills income. In addition, the loss of employment will have a negative impact on demand, as less people will have the money to purchase the products they want and need. After observing the cause-and-effect that could potentially occur after shutting down the Hamilton mill, I recognized the impact an individual business can have on the economy. The success or failure of a company can have a great influence on individuals who rely on the products or profits of the organization. An example would be auto manufactures who depend on the production of steel in order to yield a sufficient amount of cars that fulfill the consumers demand. The downfall of one business can create a somewhat “domino effect”, the shortage of steel leads to a shortage in cars as well as a loss of employment. It is crucial for a business to analyze the effect other businesses can have on them and outline a strategy to avoid any possible consequences. I was drawn to this article as it made me acknowledge the critical and strategically thinking that must be made in order to have an efficient and successful business.

http://www.theglobeandmail.com/report-on-business/us-steel-shutting-hamilton-mill/article1737578/

We have all seen our share of depressing and heavy advertisements that use gloomy, discouraging photos and backdrops to captivate the emotions of its audience. Braddock, a small town in Pennsylvania would instantly portray that very perception.

The run down landscape of deserted houses, boarded-up storefronts and obliterated street ways would be seen as the perfect scenery for an ad about family welfare or extreme poverty. However, Levi Strauss & co. uses Braddock as the main location and principle in their new campaign ad, emphasizing an era of unemployment and economic recession. The way brands are positioning themselves is continuously expanding, as they are developing new and extreme methods to occupy a status in the consumers mind, grabbing a “slice of the overall market sized pizza.”

Ads for clothing typically promote an attractive component of the brand that will entice the buyer such as style, quality, price or practicality. However, Levi’s Brand has succeeded in making a point of difference in their marketing, engaging its target through morals and values. The purpose of their campaign is to promote their brand by selling the story of Braddock and its people. Citizens will be illustrated as the hard workers of American, rolling up their denim sleeves to build a new life for their town.

I find this a strong marketing strategic for Levis, as they are the first brand to position themselves in consumer’s minds using real world issues to relate to their buyers. We can’t all look like Paris Hilton in the new stretch True Religion Jeans or Gisele Bundchen in the new line of Victoria Secret lingerie. This being said I respect and admire Levis focus on advertising as this can relate to not only Braddock but also the entire declining economy; they have certainly positioned themselves first in the mind of the buyer, the buyer being myself!

Recently I was browsing through the Globe and Mail and discovered an article expressing the continuous growth of the yuans exchange rate. On Tuesday the yuan rose for its ninth straight day and broke the significant level of 6.70 per dollar which the U.S was greatly discontent with. Dispute over the rising exchange rate and yuan appreciation grew as trade between China and the U.S had significantly become unbalanced. The high increase in yuan creates further difficulties for the already struggling U.S economy, which is currently dealing with trade deficiency. The U.S trades globally; therefore higher exchange rates could lead to Inflation, causing the U.S economy to further decline.

I acknowledge that much of U.S trades are delivered from China, however, if the growth of the yuan’s exchange rate generates higher costs, the U.S will be forced to decrease trade. Sequentially, this can cause entire economies to fall as both countries depend heavily on the other for imported goods. What may momentarily resolve this crisis is if the U.S slowed down exchange with China and increased with other countries whose currency exchange had no effect on the cost of trade. Yet, it appears to me that the U.S needs to worry about its own currency stability and focus on economic recovery before the country reaches its point of internal downfall.

Should the use of animal testing be necessary for a company’s pharmaceutical research? Under what circumstances should a business be forced to end productivity?  Early on Wednesday morning PETA (People for the Ethical Treatment of Animals) released a horrifying video of the company Eli Lilly, a pharmaceutical research company, using animals when testing their products. Not only is the company’s reliance on animal testing unethical, but also the way they are shown to treat the animals is malicious and revolting.

An employee of PETA has been working at a North Carolina plant since December, wearing a hidden camera under his coat and documenting the behaviour of this company towards animals. He recorded the employees of Eli Lilly to be abusing the animals in a variety of physical and verbal ways. In one incident he captured “a women grabbing a dog by its collar and throwing it against the wall.” (Ted McKinney). Choices businesses make greatly effect the productivity and success of their company, however Eli Lilly was using deceptive marketing to advertise their products, omitting important information that could be against the buyer’s morals.

Consumer choice would be greatly affected if the organization’s manufacturing process became worldly known, leading to a poor reputation.  Alternative brands of medication that did not associate with Eli Lilly’s product would be alternatively favoured; thus establishing a great weakness in the company.

WATCH AT YOUR OWN DISCRETION