1. In order for Andrea to maximize her effectiveness of gaining business from her potential
accounting client list she needs to destabilize their relationship with their current accountant
and ease their fears of making the switch to her firm. First she needs to work on her
complacency, informing everyone on her list of her new firm and the services she offers, such as
accounting, payroll and taxes. These potential clients will not switch to her firm if they are
unaware of the existence of her firm. She should also emphasize her technical adequacy with
these potential clients. Having the newest QuickBooks, ProSeries and Intuit software compatible
with each other will giver her an advantage over the client’s previous accountant who is more
likely to use older versions of the programs. Explaining how the newer software and
compatibility can make the accounting and tax processes faster and simpler, lowering costs, will
cause these potential clients to consider her firm more seriously. She should also focus on the
portability of assets assuring that retrieving the client’s information will not be an issue. As most
accountants use the same or similar software the transfer of data will be simple and quick. She
should express to the clients that she will handle the switch and get the information from their
previous accountant so they don’t have to go out of their way to make the switch. Andrea also
needs to ease the potential clients fears of transaction risk, security and awkwardness. To ease
the fear of transaction risk Andrea should make sure to have multiple options available for
clients to transfer data and pay invoices and let the clients know that she will work with what
the client is most comfortable doing. Easing the fears of security, she should use a secure
network to send and receive information as keep all electronic information on a secure network
and printed information in locked file cabernets. This will give customers the ease of mind that
not just anyone can get access to their information. To ease the clients fears of the
awkwardness in dealing with an accountant Andrea should give potential clients the
opportunity to come in and ask al of their questions regarding how she would handle their
accounts and provide them with documentation explaining the basic laws and regulations so
they are aware of issues that might come up.
2. In my opinion I believe that ASU has brand equity but could use a lot of improving. Their
brand equity is built up of their brand knowledge, trust and personality. While some aspects are
fairly good ASU has more aspects that are negatively affecting their brand equity.
Brand Knowledge
ASUs brand knowledge is somewhat positive and somewhat negative. ASU is a school
recognized around the country but it isn’t necessarily recognized for positive aspects. ASU is
commonly associated with being a party school and having the highest STD rate in the United
States, it is also the butt of a lot of jokes on comedy shows such as Tosh.0, The Simpsons, Family
Guy and others. There are some individual schools that are know for being good schools or
colleges in ASU, but as a whole ASU isn’t highly regarded by those how haven’t attended ASU.
ASU is unique through its size and innovation. ASU talks a lot about the size of the overall school
and makes it well known on and around campus that they have been awarded the peer ranked
#1 in innovation title 4 years in a row.
Brand Trust
ASUs brand trust isn’t very high. As a student and when I was a perspective student it was made
clear very quick that the staff I was to be working with knew very little about their job
descriptions, excluding professors. ASU staff members often say that any employer would want
to talk to an ASU student for a job but in reality being an ASU student isn’t giving anyone the
edge that you are made to feel you have as a prospective student. When it comes to knowledge,
problem solving and responsiveness almost every staff member I have worked with has referred
me to someone else who reoffered me to someone else who referred me to the original person.
The also take weeks and multiple reminders to respond or get what has been asked done. I have
been told that the ASU staff is unsure how to answer my questions or handle my issues more
than I have received any help from the university.
Brand Personality
ASUs brand personality however is more positive, they have aspects of being sincere and
competent. ASU is honest about the size of the school and resources offered. ASU also has
some great professors and programs that are one of the top in the country, such as the MBA
program and the Law School. Overall ASU could really improve on their brand equity and focus
on the students they have admitted, not neglecting them focusing too much on raising
enrollment.
3. In order to find out information about the usage and issues with the common access space
and seating, the MU should conduct anthropological research through observations and in
depth interviews. The MU should seek out students in various areas to interview about their use
of the common space they are in. Conducting in depth interviews with these students will allow
the MU to get specific information regarding what the students use the common area for.
Whether it be studying, eating, hanging out or killing time in between classes. They can also find
out the students preferred common area to use and what it is about those specific areas they
like so much. They can also observe students in the MU over a period of time to see how many
students are usually in one area and sizes of groups in specific areas. Observations can also help
figure out the most and least areas used in the MU. Observations can also help provide some
insights in to what the students are doing, eating, using their computer, etc. This information
gathered can help the MU develop more of the types of common areas that students enjoy
using and add more aspects that will attract students who don’t normally use the MU.
Conducting both of these research methods would provide the MU with reliable information.
The in depth interview will allow definite answers to posed questions but people can be slightly
biased in their answers, not answering completely truthful. This will allow the MU to have some
information that is definite about aspects liked and disliked about certain areas. Observations
will allow the MU to see students in their natural habitat and gather broad unbiased
information. This will allow the MU to have some information that is concrete about the
number of people and usage of an area.
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