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Echo Liu
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After three months of study and work, the capstone project is finally approaching the end. With our class presentation set tomorrow evening and the client presentation scheduled this week, I find it is time to list some takeaways from this whole project, as my reflections as well as for future students who may happen to read our posts. Treat it as a top priority for this semester when you are doing a capstone. Ultimately it will be self-manifest how much time you’ve spent on it. Hard work pays off. So does starting it early. Stick to the charter rigidly. Classes... Continue reading
Posted Jul 28, 2013 at CAPSTONE!
The final of this semester is around the corner and this blog is the last but one. Yeah, fingers crossed! But still tons of work to complete before we can call it a semester. The report is in shape now after days of hard work. But the ending is not easy and I am still struggling with the communication strategy, especially the media part. I feel at loss on how to find the data such as likely expense per contact on TV, radio, print, web, PR, and etc. I am not familiar with the media industry while it is so... Continue reading
Posted Jul 22, 2013 at CAPSTONE!
Doing a capstone is like constructing a building. With all the design blueprint and foundation laying, now it is almost time to add the contents piece by piece to complete the structure. Only two weeks left before the end of this project, I also feel it is quite time to build up my capstone report before everything gets into a rush madly at the final stage, so that I can have confidence to meet the schedules listed in the charter and turn in a final one that is satisfactory. This being said, I spent some time making a report format... Continue reading
Posted Jul 15, 2013 at CAPSTONE!
Marketing is all about communication, and so is this marketing capstone. Communication with the instructor, communication with the client, and communication with customers. This week started by the second review with Drew. We went through all the previous work I’ve done and came to the point as how to continue for the rest and what key aspects should be emphasized in the meantime. My key recommendations for my client till now are to raise the importance of safe packing and to lower the importance of price. To do so, I have come up with a 5-box value proposition in order... Continue reading
Posted Jul 7, 2013 at CAPSTONE!
Someone posted a question in Quora (yes, I am a frenetic fan of this enlightening powerhouse now)”what is the killer instinct in success”. The most voted answer went to the one like “the best killer instinct is that there is no secret receipt but grit.” This saying kind of expressed what I am feeling right now about the capstone. Somehow it is not clear what all the work will lead to or in what degree will the work contribute to my client’s business. But clearly the best way is just to keep on pushing it forward instead of spending time... Continue reading
Posted Jun 30, 2013 at CAPSTONE!
Based on the data I’ve collected from previous interviews, the most important factors that people are concerned about are price, delivery time, reputation and safety. Then I conducted more detailed data analysis on these figures. Thanks to the BBK course of Data Analysis that I just finished and did pretty well, I’ve grasped many data analysis skills which I find so useful in the marketing research for the capstone project. Although the factor of “Price” got the most votes of importance, its average only ranked the third place, after reputation and safety, which showed that the price might simply be... Continue reading
Posted Jun 24, 2013 at CAPSTONE!
During the past week I continued searching for people to interview and have interviewed 35 people till now. The places I went included a drive-in theater, a Costco wholesale center and the Clifton plaza. I went to see a movie with friends at an open drive-in theater. Before the movie started, there was plenty of leisure time when people gathered together chatting, playing games or simply enjoying the beauty of nature. So I took out questionnaire from my bag and went directly to people. Before I did that, I felt a bit uneasy and was afraid of being refused and... Continue reading
Posted Jun 17, 2013 at CAPSTONE!
This week I started doing interviews as an initial step of my market research module. I printed out the interview script as taught in class and walked near my neighborhood and then around the campus to look for some people to interview. The first interviewee was a couple in their middle age. The wife just moved here from Texas and she used a local packing and shipping company there, so they shared with me about their experience with this company and gave important factors and rated the importance respectively. I then interviewed a young man, and a UC professor, whom... Continue reading
Posted Jun 9, 2013 at CAPSTONE!
When I realize almost one third of time has passed, I start feeling pressure. But obviously the best way to get over it is “Just do it”. This past week I started module by module according to our charter, beginning from the Core Competency Analysis, Competitive Matrix to Attribute Value Map. I searched for some ads by the marketing leaders and found very interesting comparison between my client and those big players. Apparently they’ve walked a long way in their marketing strategy and from their print ads we can see what they try to convey in a vivid and detailed... Continue reading
Posted Jun 3, 2013 at CAPSTONE!
This week I’ve had a wonderful learning experience from our capstone class, which opened up my mind suddenly and swiped off what had worried me before. Before I took this insightful class, I was so much overwhelmed by the sales target that my client aimed at. Honestly speaking, this goal scared me. The more I searched for industry information, the more uncertain I became, because I was not assured how I could assist the sales at all, or where I could reach the end customers like estate shippers or auction shippers. We were taught Attribute Value Map (AVM) workshop during... Continue reading
Posted May 23, 2013 at CAPSTONE!
The past few days after meeting with my client were spent on reading and thinking. For any kind of consultancy, I think the first job is to get acquainted with the client’s business as soon as possible, especially faced with a client who has years of experience on marketing his business in this industry, like mine. I have to admit that the more I think about it, the more worried I feel about my project. I keep asking myself how in the end I could help my client increase his business. He seems having done a pretty good job till... Continue reading
Posted May 19, 2013 at CAPSTONE!
It is said that in order to test the water, you’d better wade in it yourself. So, after piles of previous sage blogs, daunting rumors and anxious waiting, my capstone finally kicks off. My client is Navis Pack & Ship, a packing and shipping company across North America, and my contact person is Mr. Sikora, the owner of Navis franchise in the tristate area. Our initial meeting was scheduled at Navis office at 2pm today. On the way close to it, I saw a plethora of shipping companies, trucks, and containers, giving me a sense of logistics and reminding me... Continue reading
Posted May 15, 2013 at CAPSTONE!