Week 8 DISCUSSION SCEN
SEE ATTACHED
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MBA565WEEK8DISCUSSION11XX.docx
APA_RequiredCoverPage_and_Template_7thed11.docx
MBA565WEEK8DISCUSSION11XX.docx
0MBA565 - Scenarios
· Answer each question separately and substantively and in the form of a Word document and use the sub-questions as subheadings to organize your work. Please format your work according to APA seventh edition and do not repeat the questions in your work. Thank you.
PLEASE READ THE SCENARIO BELOW AND ANSWER EACH QUESTION IN ENTIRETY BELOW PERTAINING TO THE SCENARIO.
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Scenario 3:
You are currently working for a company called Pierogi’s and More. This company specializes in authentic ethnic European style foods. Product offering includes blintzes, golabki, kaputsa, and kielbasa, but the main item in the product line is the traditional pierogi. A pierogi is best described as a piece of pastry or dough that is stuffed with various ingredients. Going back to the tradition of the product, the original pierogis were normally stuffed with mashed potatoes, spinach, sauerkraut and/or variety of cheeses. The pierogi was the ‘worker’ or ‘laborers’ meal, so consequently did not include meats as they were not affordable but when available, some meats would be an ingredient in the pierogi. These meat-based pierogis were considered a delicacy and used mainly for special occasions.
The pricing strategy has been quality/value-priced based. The company has been trying to develop a reputation and perspective of a high-quality item. The standard price for one dozen pierogis has been $5.99 per dozen. This price is a little higher than the prices of the main competitors. Depending upon the ingredients, the competitors’ prices range from $2.79 to $5.39 per dozen in most grocery stores. Based on the current production costs and overheads, there is some room to manipulate price, but there is a desire to make sure that the pricing strategy reflects the quality of the product. While the company has completed no in-depth research or analysis, management believes they offer the highest quality pierogi on the market and believes their price should reflect as much. A breakdown of the cost structure revealed total variable costs of $1.87/dozen and total fixed costs of $0.20/dozen.
Pierogi’s and More is starting to enter a new phase of distribution. To this point, sales were through the current company store front or direct sales to a few local markets. The company is now branching into specialty or higher end grocery retail. This change will require the inclusion of a wholesaler into the marketing channel. Studies have shown that most grocery wholesalers maintain a 30 percent mark-up while the retailer maintains a 25 percent mark-up. Pierogi’s and More desires to maintain their current price point at the retail level when they enter this new distribution channel. The company would also like to maintain a 45 percent mark-up.
Based upon the above information, please respond to the following 5 questions
1.A. Using the target price of $5.99, determine the price point the company should use for the wholesaler. Does this price point allow the company to maintain its desired 45 percent mark-up?
2.B. Do you believe the company should continue to use a value-based pricing mechanism? Why or why not? 3.C. In addition to the pricing decisions, Pierogi’s and More does not have a promotional campaign designed for this new marketing channel. Prepare an appropriate marketing campaign to enter the new market. Be specific in your response. Discuss your message and media to use. Does brand play a role in this process?
4.D: Pierogi’s and more has the opportunity to distribute the product through the specialty store in both a frozen offering and a fresh offering in the deli/meat counter. Should their pricing structure be the same or different for the two products? How would this impact other aspects of the promotional mix? Does brand play any roll in this process? 5.E. Create a slogan for the business, less than 20 words, which captures the essence of the brand. Explain your rationale for the slogan. Then show how it should be incorporated within the brand image and integrated marketing communication plan.
APA_RequiredCoverPage_and_Template_7thed11.docx
SHORTENED TITLE IN ALL CAPITALS 1
SHORTENED TITLE IN ALL CAPITALS 1
Your Paper’s Title: Title Is Centered and Bold, Three or Four Lines Down
LEAVE A BLANK SPACE
Your Name
Donald R. Tapia College of Business, Saint Leo University
Course Number and Name, e.g. DBA701: Doctoral Success Lab
Your Professor’s Name, e.g. Professor Waddell
Assignment Due Date, e.g. January 21, 2020
Graduate Studies in Business Academic Honesty Statement
My signature entered below constitutes my pledge that all the writing in this document is my own work, except for those portions which are properly documented and cited. I understand and accept the following definition of plagiarism:
1. Plagiarism includes the literal repetition without acknowledgment of the writings of another author. All significant phrases, clauses, or passages in this paper which have been taken directly from source material have been enclosed in quotation marks and acknowledged in the text itself as well as on the Reference page.
2. Plagiarism includes borrowing another’s ideas and representing them as my own.
3. To paraphrase the thoughts of another writer without acknowledgement is plagiarism.
4. Plagiarism also includes inadequate paraphrasing. Paraphrased passages (those put into my own words) have been properly acknowledged in the text and in the references.
5. Plagiarism includes using another person or organization to prepare this paper and then submitting it as my own work.
6. Plagiarism includes resubmitting my own previous work, in whole, or in part for a current assignment without the written consent of the current instructor.
Saint Leo University’s core value of integrity requires that students pledge to be honest, just, and consistent in word and deed. I fully understand what plagiarism is, and I further understand that if plagiarism is detected in my paper, my professor will follow the procedures for academic dishonesty set forth by Saint Leo University, the Donald R. Tapia College of Business and the Graduate Student Handbook.
Student Signature: [Type Full Name Here]
Abstract [Centered, Bold]
Start the abstract flush with the left margin; do not indent. According to the Publication Manual of the American Psychological Association (APA), “An abstract is a brief, comprehensive summary of the contents of the paper” (APA, 2020, p. 38). It allows readers to survey the contents of an article quickly and, like a title, it enables persons interested in the document to retrieve it from abstracting and indexing databases. The first line of the abstract is not indented. An abstract may range from 150 to 250 words (APA, 2020). Because an abstract is not always required for student papers, adhere to your instructor’s requirements.
Keywords: Follow the abstract with a selection of keywords that describe the important ideas or subjects in your paper. These help online readers search for your paper in a database.
The keyword list should have its first line indented 0.5 inches. keywords are written in lowercase (except for proper nouns) and separated by commas. Do not place a period at the end of the list.
Title of Your Paper [Centered, Bold]
Begin your paper on the next double-spaced line after the title, and indent all paragraphs 1/2 inch. In the updated manual on p. 154, writers are asked to include only one space between sentences rather than two spaces. When writing in APA style, you have two choices for in-text citations: narrative citations or parenthetical citations. According to a fictitious book by Harding and Jiménez (2020), a narrative citation occurs when you include “authors’ names as part of your sentence” (p. 24). Furthermore, Harding and Jiménez (2020) explain that you only need to provide a page number at the end of a narrative citation when directly quoting from the source. If the authors’ names do not appear in your sentence, you will use a “parenthetical citation” (Harding & Jiménez, 2020, p. 24). Similar to the above example, you only need to include a page number when quoting the authors’ original words (Harding & Jiménez, 2020). The APA manual summarizes these rules and related concepts on pp. 261-264.
All Headings Are Bold and Written in Title Case (Level 1, Bold, Centered)
You can read more about formatting section headings in the APA manual on pp. 47-49. Not included in this template is a level 5 heading, which is virtually identical to a level 4 heading, except it is italicized. According to the APA (2020), “The number of levels of heading needed for a paper depends on its length and complexity; three is average. … [S]hort student papers may not require any headings” (p. 48).
New Rules for Citations (Level 2, Bold, Left Justified)
First Rule (Level 3, Flush Left, Italicized, Bold, No Punctuation)
Begin indented paragraph on the next line. A couple of important new rules concerning in-text citations appear in the APA manual. The first pertains to citing works by three or more authors. Instead of writing each author’s name in the first citation, then utilizing the abbreviation “et al.” for all subsequent citations, the APA advises writers to use the “et al.” abbreviation for every in-text citation for works by three or more authors. For example, my first in-text citation for a work by three authors would look like this (Harris et al., 2020). This new guideline reduces the amount of clutter created by listing each author’s name. You can read more about the use of “et al.” on p. 266 of the APA manual.
Second Rule
The other significant change to in-text citation formatting has to do with repeating narrative citations. For example, if I am writing a paragraph focused specifically on the work of Brown (2016), I would need to provide the year in parenthesis only after the first reference to Brown. As you can see, I could write more about the groundbreaking work of Brown without cluttering my paragraph with multiple in-text citations containing the year. However, if I am referencing more than one work by Brown, I must provide a complete in-text citation after each reference to Brown. That way, my reader won’t be confused. I would also need to provide the year in any parenthetical citation referencing the author (Brown, 2016). This new rule is described on pp. 265-266 in the APA manual.
Similar Rule. (Level 4, Indented, Plain Text, Begins Paragraph, Punctuated) In a similar vein, if I am writing a long paraphrase of a single work, I need to provide only one in-text citation at the beginning of the paragraph as long as “the context of the writing makes it clear that the same work continues to be paraphrased” (APA, 2020, p. 269). In other words, I could continue to write more about how the manual provides a helpful figure of this rule on p. 270. I would not need to provide a citation when telling you that if the paraphrase is long enough to warrant the creation of a new paragraph, you will need to provide an in-text citation at the top of the new paragraph. As you can see, I am still discussing the APA manual in a specific context, so I am not required to cite the manual again in this paragraph unless I introduce information from a new source. Even so, if you think your professor or reader might question where you found a certain piece of information, it won’t hurt to provide an extra citation or two.
Punctuating In-Text Citations
So far, you might have noticed that parenthetical citations typically appear before the sentence’s end punctuation, because the parenthetical citation is just another element belonging to the sentence. However, there is one specific instance when the parenthetical citation comes after the end punctuation. In the case of block quotations (a quotation of 40 words or more), you will introduce the quotation and demarcate it using special indentation:
Pretend that this is the beginning of the block quotation. First, notice that this long quotation is not surrounded by marks. It is the only time in your paper where you will quote something without using quotation marks. Next, the quotation is indented 1/2 inch from the left, and it’s left-justified, meaning that the quote’s left margin forms a straight line up and down. Last but not least, you will provide the parenthetical citation after the end punctuation (and because it’s a direct quotation, you will include the page number). Use block quotes sparingly. (Harding, 2020, p. 49)
If the original paragraph continues after the quotation, begin on the next double-spaced line, making sure that the line is flush left. If you want to begin a new paragraph after the block quotation, you will indent the new paragraph 1/2 inch from the left margin. Finally, if you include a narrative citation when introducing the block quote (i.e. “According to Harding (2020) …”), only include the page number in the parenthetical citation after the block quote. You can read more about these rules on pp. 272-273 of the APA manual.]
References [Centered, Bold]
Surname, A. A., & Surname B. B. (Year). Reference entry titles are written in sentence case: Sentence case titles for articles and shorter works are plain text and capitalized as if you were writing a sentence. Publication Name, 234(2), 40-190. https://doi.org/12.029303 (Example of journal article with DOI. DOI should be formatted as an active hyperlink)
Surname, C. C. (Year). This is the title of a book about China and India: Notice that book titles and titles of longer works are italicized. Publisher Name. (Example of book and e-book. Writers are no longer required to identify e-book platform (e.g. “Kindle”) or database (e.g. “EBSCO”). For e-books, provide a DOI or URL if one is available. Read more on p. 321 of the manual.)
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