2006.12.08 - 曲終人散

昨晚四組成員分別簡報了學期研究專題
小婆還帶了數位相機分別為他們照了相

據剛才羅伯特的說明才知－－
UMUC MBA 課程每學期班上共約有學生 20~25 名不等
大多數的同學都是從 AMBA601 一直同班到現在（已三學期）

那也就是說
昨晚只是「中場休息」
而非謝幕「曲終人散」……

昨天整個下午小婆不知練了幾回
然經過昨晚上台簡報的實務操演
才發現小婆的講稿還是不夠簡潔

以下乃精簡後的全文：

【Slide 1】

Good evening.

This is AAA Marketing Group. (AAA 乃代稱)
Tonight, we will present LLL Marketing Plan. (LLL 乃代稱)

First, introducing our group members:
JJJ, SSS, TTT, FFF, RRR, and me Annie

（除小婆的名字以外，所有人名乃代稱）
（下回注意：介紹人名時要注意順序及停頓！）


【Slide 2】

LLL, founded in 1991 and headquartered in Nashville, Tennessee, is a restaurant and bar. (年代與地名乃編造)

Through a SWOT analysis, we identified LLL's internal conditions - such as quality food and drink, competitive pricing, space utilization, limited marketing resources, and low brand awareness and its external environment – such as market growth and competition. Later, SSS will present the details.

Through the market research, we found out LLL's customer demographics, preferences, and values. RRR will present this section.

FFF will present LLL's financial overview, including objectives, break-even analysis, sales forecast, and expense forecast.

JJJ will present LLL's marketing mix, including advertising, sales promotion, events and experiences, public relations, direct marketing, and ethics.

TTT will present the implementation and controls - efficiency control and strategic control. She will also present our recommendations.


【Slide 3】

Mission

The AAA Marketing Group strives to prepare a comprehensive marketing plan for LLL, utilizing available financial and local resources.

LLL is a full-service restaurant and bar located in Nashville, Tennessee and offers customers quality food and drink, warm atmosphere, and various forms of entertainment.

LLL satisfies customers with its products and services and hopes to establish customer loyalty and brand equity.

Objectives

There are three marketing objectives of this marketing plan:

First, to ensure that LLL lives up to its mission statement;

Second, to understand its current and potential target customers; and

Third, to establish its brand with its good food and great entertainment in Nashville, Tennessee and the surrounding areas

There are two main financial goals of this marketing plan: to increase Oliver's annual profits by 5% and to have a total growth rate of 10% for the first five years.

Positioning

There are three major LLL's points of differentiation: its 44 hours a week of Happy Hour, its 3 am liquor license, and its affordable pricing.

So we have come up with this tag line that corresponds with these three competitive advantages:

LLL … be happy longer than you ever thought possible.

Our two positioning goals are to distinguish LLL from its competitors and to promote LLL's brand recognition among its consumers.

This will be done by selecting and training the quality staff, offering the specialty food at affordable prices, and providing the popular entertainment, especially its sports events, across a wide time frame, so that all of LLL's target customers are able to enjoy them.

Customer Value

There are three steps in customer value creation and delivery sequence. I'd like to call them: 3C – choose, convey, and communicate.

The first component of LLL's strategy is choosing the value, including customer segmentation, market selection focus, and value positioning. Therefore, we conducted a comprehensive market research to collect the important information.

The second component of LLL's strategy is conveying the value, involving 4 P's: product, price, place, and promotion.

The third component of LLL's strategy is communicating the value through marketing mix.

Next, RRR will present Situation Analysis.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

相信嗎？

昨晚小婆還和潔西卡小妮子握手和擁抱喔 ~~

可沒啥「五味雜陳」的感覺啦
就是個「就事論事」的擁抱咩

因為她居然在下課後臨出門前和小婆話別
還問小婆下學期是否繼續修讀 MBA 課程

這是哪門子問題呀？
當然會繼續呀－－

這也就是為什麼小婆今早藉羅伯特的回函
e-mail 去問他 MBA 同學的成員組合狀況

原來 MBA 和 MS 完全不同！

之前小婆遇到曾同班的同學並不多
每學期大概約莫才一兩位而已

那小妮子她來問小婆是啥動機呢？

可能得等到下學期組員再分配時
若小婆和小妮子又在同一組的話
會有怎樣的後續發展就見分曉囉

>.^

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◎ 系列閱讀：安妮與潔西卡恩仇錄 ◎

性情中人
何苦來哉
治惡人法
學習做人
冥頑不化
鬼計多端
最狀確鑿
曲終人散

照片來源：http://www.avon.com/