Name: マーケットセンシング。経済 技術 規制 自然 (Market Sensing: Economy Technology Regulatory Natural)
Uploaded: 2021-01-14T06:18:47.000Z
Duration: 25 min 2 s
Description: VoiceTubeの動画で発音を聞きながら英語表現を覚えよう！学べる英語：

in this lesson we will continue to study the concept of

様態の副詞

未来進行形

will be looking at the economic, technological,

regulatory and natural environmental aspects

previously we talked about how our marketing

focuses on facilitating an exchange between a customer

and the organization's marketing mix so that we can create value

and meet customer needs. specifically we've already talked about the

competition aspect of environmental analysis

and today would like to move on and talk about the

and natural environment aspects of environmental analysis.

how Cinnabon has adjusted its marketing efforts

in this new economy. quickly was impacted

more than others great because of the recession.

can you tell me a little bit about that and how you

traffic circle bounce back later absolutely so Cinnabon is a business

I'm where the franchise division is based in high-traffic

captured traffic then use airports malls travel plazas

when the recession hit a course that affected everyone

but if you rely on traffic in an airport and no one's flying

you rely on traffic in a mall and no one shopping there are no humans

to buy your product so our goal was to drive traffic in two ways

one was to make the brand more relevant universally

so that Cinnabon was front of mind and people would consider us and think about

to come and see us. the other traffic driving strategy was capture rate

of the people who are already there how can we visually compete

with what had become an explosion a snack competition the venues which still

so the first strategy was leverage our strategic partnerships and alliances to

tell the story of Cinnabon so we were relevant

universally the second strategy to improve capture rate was

brought in the perception a variety without moving too far away from the

we had a little bit of a relevant problem in some of our venues

people loved us but then they would say but I just can't

because they thought it was too big or too high calories and what we really had

smaller cinnamon rolls other baked goods and

reenergize the blended beverage platform so that people would not only see there

but that there was portable variety so they can snack on the go

which is critical in the venues where we do business. food companies today seem to

healthy trends cinnabun really seems to embrace

the fact that their product is an indulgence. why have you guys made that

what's the reaction you're getting from consumers. I think there's a

a few ways we approach it one is if you believe

that people will continue to seek to treat themselves which i think we can

then you agree there's a market for indulgences but I think

what today's consumers looking for is not less indulgence

they're looking for higher quality they're looking for transparency and

they're looking for authenticity of ingredients.

so for us since we have the quality it's made from scratch

it's rolled right in front of you in our bakeries we realize that it was okay

to stand in that space that market position

up quality indulgence and the way you do that as an insult to brands make sure

of their discretionary calories and of course their discretionary income

you'd better make it so worth it or they will not come back literally and

in speeches that we give when I say Cinnabon cinnamon rolls

are not healthy they applaud they literally applaud and come up and say

it's so refreshing to hear someone say that I think they're not good for your

and so treat yourself once in a while see you your strategy has been

to offer variety rather than to go the low-fat

our strategy has been to offer a variety and protect the quality

you know I think that we were too extreme if we said nope

we are one giant cinnamon roll 880 calories if you don't like it don't buy

fewer and fewer people would buy it and so not only is it the right thing to do

it's the smart business move to provide enough variety

while still staying true to who we are. which is what differentiates us

that allows us to enjoy growing success about the franchise business

(large boxes products are customized these

at).   sorry about that -- a little added audio there at the end. so

video you've been able to see how Cinnabon hasn't just

done what they want -- they've made strategic marketing decisions to respond

and their competitive environment. so i think you're

beginning to see how the marketing environment

so let's talk about these economic forces just a little bit more.

and I just -- first of all -- want to define what we mean by

an economic cycle. generally an economic comic cycle is a

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マーケットセンシング。経済技術規制自然 (Market Sensing: Economy Technology Regulatory Natural)

concept

strategy

brand

environment

マーケットセンシング。経済 技術 規制 自然 (Market Sensing: Economy Technology Regulatory Natural)

concept

strategy

brand

environment

マーケットセンシング。経済技術規制自然 (Market Sensing: Economy Technology Regulatory Natural)