You are a marketing manager interviewing for a new job at several different firms simultaneously. You expect to be asked the same questions in each interview dealing with what you think are some good new marketing opportunities for each firm to pursue. You know that being well prepared for an interview gives you a better chance of being offered the job, so you decided to study each company where you are interviewing.
Pick any 3 firms to research. Based on Internet research on these companies, Write a Research paper proposing at least Three marketing Opportunities that you would strongly suggest that each firm pursue Boeing, Etihad Airways and Emirates Airline. In your arguments, include the following:
Describe your reasoning for identifying them as worthy of pursuing.
Categorize each marketing opportunity as low-hanging fruit, home runs, or singles, and discuss why (see definitions in course materials).
Discuss the risk in pursuing each opportunity.
Without actually trying to determine each project’s ROE, which would you most strongly recommend implementing, and why?
Explain how the marketing opportunity would reflect upon the firm. Would it have a positive or negative public relations effect on the firm? Would it result in great financial improvements, or only a minor improvement?
The 3 firms to research are :
Boeing, Etihad Airways and Emirates Airline
Reading assignment: Barton, T.L., Shenkir, W.G., & Walker, P.L. (2002). Making enterprise risk management pay off: How leading companies implement risk management. Upper Saddle River, NJ: FT Press. Retrieved from Safari Books Online database.
Haines, S. (2008). The product manager’s desk reference. New York: McGraw Hill. Retrieved from Safari Books Online database.
Hampton, J.J. (2009). Fundamentals of enterprise risk management: How top companies assess risk, manage exposure, and seize opportunity. New York: AMACOM. Retrieved from Safari Books Online database.
McKnight, T.K. (2003). Will it fly? How to know if your new business idea has wings…before you take the leap. Upper Saddle River, NJ: FT Press. Retrieved from Safari Books Online database.
Olson, E.G. (2009). Better green business: Handbook for environmentally responsible and profitable business practices. Upper Saddle River, NJ: Wharton School Publishing. Retrieved from Safari Books Online database.
Shane, S.A. (2004). Finding fertile ground: Identifying extraordinary opportunities for new ventures. Upper Saddle River, NJ: Wharton School Publishing. Retrieved from Safari Books Online database.

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