Seen from the Site C megaproject, it can be regarded as a technological external factor. Because as long as this project completing, it would benefit mining, gas and oil industries which need the clean hydroelectric, then improving the whole economy. Simultaneously, I find a news about tapping mining projects into First Nation to boom economy again, so if the Site C running successfully, the clean hydroelectric can give a hand to mining projects then bringing significant benefits to First Nation. But there is a conflict.

First Nations chiefs said Site C will cause valley flooding which is harmful to fishing, hunting industries. So they reject this project. But in my opinion, the merits of this project are outweigh the demerits. First of all, the forest products industry had almost disappeared by the late 2000s, so many related companies and sawmills bankrupted, and a large number of workers lost their job. But mining industry saved the business slump instead of fishing, hunting industries. And some mining projects were taking place in the traditional territory, so they provided more economic opportunities for First Nations people and none-native neighbors. Thus, I suggest aboriginal chiefs invest more resources on mining, which has more return. Even though there are some disadvantages but nothing is perfect. They could expand fishing industry in elsewhere, but improving mining industry is better to whole economy.

References:

http://www.vancouversun.com/business/First+Nations+North+coast+aboriginals+position+themselves+resource+boom/10228682/story.html

http://www.vancouversun.com/news/First+Nation+chiefs+stage+Site+showdown/10215965/story.html

Cupid, a company who running subscription-based dating website withers while other free dating services are booming. Seen from the news, Cupid faces dropping number of new users and profit, while the competition and marketing cost are increasing. The most important reason is its membership fee, which push users to other free websites.

I recommend Cupid to use differentiation strategy in conjunction with focus strategy in low cost. Cupid is a big company which have price-sensitive customers in industry. Under this circumstance, as other dating websites are free, like Tinder, focus strategy in lower cost is really urgent and important, removing the subscription fee can attract more new users quickly and keeping market position of Cupid.

Differentiation strategy is very important but not that urgent which need long-time plan, because PoD is the essential part in differentiating Cupid from rivals then getting into consumers’ mind. Cupid has developed its own location-based dating app –Tangle, which is free and can facilitate users as dating on smartphones. But for fee- basing features of Tangle, I think Cupid can offer a free probation period to appeal more users. In addition, if Cupid can cooperate with some dating program and provide more interesting meeting activities or opportunities according to the preferences of different customer segments, it will gain more benefits, including both profit and fume, which can’t be imitated by rivals.

Reference:

http://www.economist.com/news/business-and-finance/21619901-while-some-dating-services-are-thriving-others-fall-limp-tough-love

According to Jessica’s blog（https://blogs.ubc.ca/jtreagus/2014/09/27/nikes-advertising-position-in-the-world-cup/）, Nike’s wonderful advertising in World Cup gave a hand in dominating role of company, as well as its own campaigning. With these strategy, their unique and iconic products have become a fashion and lifestyle symbol. I agree with Jessica’s opinion, Nike did well in PoD (points of different) and value positioning, because these are what really essential in differentiating Nike from its competitors in consumers’ mind.

For positioning, Nike spent heavily in its own campaign combined with building buzz for its gears, in order to catch investors, organizations (or companies) and consumers’ eyes. Fortunately, World Cup had interest in Nike’s soccer gears and apparel, then cooperated with it, which push Nike to every corner of the world through endorsing by athletes. It’s efficient for Nike to get into consumer’s mind, so demand was boosting even price of products were not that low, as well as profit and market share of the company.

As for PoD, Nike has its unique and symbolic goods, furthermore, its powerful marketing strategies. As I mentioned before, it became the sponsor of World Cup instead of Adidas, so there are many star-style soccer products which are attractive to football fans, that’s what rivals can’t imitate. In addition, Nike heightened brand awareness through buzz. Those are PoDs which superior to rivals.

The effect of the board and these marketing strategy are impressive, the market share, shares, profit and demands are all increased, Nike is really successful as sporting-goods maker in this industry.

Reference:

http://www.theglobeandmail.com/report-on-business/international-business/us-business/nike-profit-tops-estimates-as-world-cup-gear-boosts-sales/article20794604/