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Projects
Amazon Alexa
Marketing Research
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For this project I worked with a team of 6 to investigate privacy concerns regarding Amazon Alexa. I conducted exploratory research, designed and published a survey on Qualtrics, analyzed the data collected from a diverse group of respondents using RStudio to find p values of relevant variables, and ultimately identify the company's major pain point with this product. The survey probed participants' attitudes towards Alexa's privacy features and their awareness of the device's capabilities. Our data analysis revealed distinct age-related trends, highlighting the need for educational resources, particularly among older users. Additionally, we underscored the importance of customizable privacy settings to enhance user trust and adoption of the device.
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Marketing Strategy
Simulation
For the marketing strategy simulation, I led a team of 8 individuals tasked with marketing two products from a provided brand, competing against six other brand teams. Utilizing an Excel sheet, I meticulously organized and updated 11 periods of data, encompassing metrics such as Market Share Percentage, MSRP, Advertising Expenses, and more. This data served as the foundation for our strategic decisions. Leveraging various analytical tools including company dashboards, industry reports, and consumer surveys, I analyzed the data to derive actionable insights. Throughout the simulation, I monitored key performance indicators and adjusted strategies accordingly. Our efforts resulted in a well-informed marketing approach, driving increased market share, revenue, and profitability for our products.
Vuori
International Marketing Plan
I collaborated with a team of 5 to conduct market research aimed at marketing an existing company, Vuori, to a new location, Australia. Our approach involved various strategies, including conducting in-depth interviews with native Australians to gain insights into the local consumer and culture. Additionally, we crafted Instagram Ads and a newspaper print ad as part of our marketing strategy. We developed a comprehensive plan that included creating a target persona, assessing the current marketing environment, conducting a SWOT analysis, establishing short and long term objectives, and devising a marketing strategy. Finally, we presented our findings, showcasing our research sources and actionable insights to guide Vuori's expansion into the Australian market.
Mannsion
SWOT Analysis
For the Manssion consulting project, I collaborated with a team of 10 to provide business consulting services to a men's high-end jewelry company. Our focus was on analyzing social media metrics from platforms like Instagram and TikTok, which led to the development of a comprehensive SWOT analysis. Based on our analysis, we generated suggestions and mock-ups for improving social media presence, website functionality, and endorsement strategies. We compiled our findings and recommendations into a detailed report aimed at enhancing revenue and exposure within the target market. Finally, we presented our finalized proposals to the founder in a comprehensive presentation.
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Communal Coffee
Marketing Plan
In our group project for Communal Coffee, a local San Diego business, we constructed, edited, and presented a comprehensive marketing plan. Leveraging insights gained from the course, we meticulously researched the company and analyzed its current practices, culminating in a detailed SWOT analysis. Drawing upon this analysis, we developed a range of strategic recommendations covering various aspects such as mission statement refinement, marketing objectives alignment, target market segmentation, marketing mix optimization, product strategy enhancement, pricing strategy adjustment, distribution strategy refinement, and integrated marketing communications/production strategy alignment. Our goal was to provide actionable recommendations to help Communal Coffee strengthen its market position and achieve its business objectives.