Ipad Preliminary Marketing Report - Free Essay Example

Sample details Pages: 10 Words: 3115 Downloads: 6 Date added: 2017/09/15 Category Advertising Essay Did you like this example? Executive Summary This Preliminary Marketing Report has been prepared upon being commissioned by Apply to provide the company with an analysis of the market and an overview prior to launching the iPad product into the Australian market. The report will give an overview of the current situation along with strategies for the future. It looks at observing the current competitors that are aimed against the iPad and defining the industry in which the product is planned to be launched in. The analysis includes a macro economic analysis environment for the Apple iPad which includes the political-legal, economic, socio-cultural and technology factors along with reviewing the way consumer behave in regards to their decision making process. Insights into further marketing research Apple can undertake to help ensure a successful product launch has been instigated. It has also been decided that Apple should focus the demographic segment in general but more specifically be targeting their product primarily to the 18-35 yr old age group along with the secondary target of 6-17 yr old. Don’t waste time! Our writers will create an original "Ipad Preliminary Marketing Report" essay for you Create order By targeting marketing stimuli etc to these age groups, Apple can make the most of their competitive advantage and be able to position the product as a high priced high quality product Table of Contents Executive SummaryPage 1 Introduction/OverviewPage 3 Industry DefinitionPage 4 Competitor OverviewPage 5 -Macro Environmental AnalysisPage 6 †¢ Political/legalPage 6 †¢ EconomicalPage 7 †¢ Socio – CulturalPage 7 †¢ TechnologicalPage 8 Consumer Behaviour AnalysisPage 8 Further Marketing Research RequiredPage 9 Market Segmentation Page 10 Justification for choice of segmentation base Page 11 Profile of Segments Page 11 Target Market Choice and Justification Page 12 Proposed Positioning Strategy Page 13 References Page 15 Introduction/Overview The purpose of the following Preliminary Marketing Report is upon being commissioned by Apple, to provide the company with a report in relation to its new product, the iPad. The report will look at conducting an initial analysis of the Australian market in which the iPad is planned to being launched into. Recommendations that are to be made in this report will allow for Apple to decide whether it is appropriate to launch at the moment or whether further research is required, prior to expanding into this market. The report will discuss the marketing environment, target audience, positioning, consumption habits of the Australian public and the longer term viability and adoption rates of this new item. In addition to that mentioned previously, there will be an overview of the industry undertaken, analysis of the current market situation i. e. environment and consumer behavior nalysis and also identification of a segment of the market that Apple should be aiming at targeting along with a recommendation for its positioning strategy. Industry Definition With technology booming faster than ever, it is getting hard to keep up with the rather rapid advancements in this field. Nowadays more people than ever, own some form of personal computing and with ever changing lifestyles, the average pers on is always in the need for something that is adaptable, flexible and complements their way of life without holding them back. As a result of this, portable devices have now seen a boom in the market over the past few years to meet consumer needs. â€Å"Demand for laptop or notebook computers experienced considerable growth between 1999 and 2004. Once regarded as a luxury item only purchased by traveling business people, laptops have become a frequent household item†(IBIS 2010). The iPads falls under this bracket of portable devices with alternative options to it being that of the tablet pc, laptops and smart phones. The iPad effectively contains all that is found in a laptop however with its touch screen keyboard, allows for the iPad to be much more portable due to its slim and lightweight nature in comparison to the average laptop. The iPad allows for consumers to read e-books which are being regarded as the most important transformation within the book industry since the introduction of publication houses (IBIS 2010). Added to all of this, the iPad runs almost 150,000 applications which were made for iPods and iPhones. (IBIS 2010) Competitor Overview To aid in a successful launch of the iPad, it is necessary that analysis is done of the iPad’s competitors. By doing so it will help identify and utilise any strengths and weaknesses of the competitors. The competition can be divided into two categories; direct and indirect competitors. Direct competitors can be regards as those which compete in the same product category and offer identical or near identical products or services, whereas on the other hand indirect competitors would be classified as those that offer similar but not identical products or services. As the competitor overview will only be focused on analyzing the Australian market, it has been established that there are a number of products which could be considered as direct competitors. However for the purpose of the report, only three major direct competitors will be mentioned. These are as follows: †¢ Hewlett Packard’s Slate †¢ Amazon’s Kindle †¢ Asus’s Eee Tablet Apple has always placed a major emphasis on the marketing and the brand awareness of its products. It has prized itself on its glamorous advertising campaigns which include presentations by the CEO and various other channels of marketing. This presents both the direct and indirect competitors with a challenge in marketing their products over the iPad. This also provides Apple with a competitive advantage over the other competitors as their products and services are well established. This will enhance the buyer decision making process and will put Apple in a dominant spot in the market. The main indirect competitors for Apple iPad are desktop computers, MP3 players and smart phones. These products are offering similar features to what the iPad is offering. The iPad’s advantage over these products is that they offer several different features in one product. So converging all the new technology into one product is the route apple is seeking. It’s making life easier for their consumers by being able to conduct many applications in the one product. On the other hand it could be perceived as a strength for the indirect competitors who only specialize in certain products and services. P Dixon, 2010 states â€Å"convergence can be boring, destroys variety, breeds monopoly, kills invention, adds unwanted options, makes life more complicated and robs consumers of choice†. Macro Environmental Analysis It is crucial for a macro environmental analysis of the situation is undertaken as it will help Apple respond to any opportunities and minimize the impact of possible threats. There are unlimited amounts of macro environmental factors that could be imposed onto Apple, however it is crucial to prioritise and carefully monitor those factors that are important to Apple. Analysis could be undertaken by looking at demographical factors, economic factors, natural factors, technological factors, political factors, cultural factors and social factors. Political/legal Apple needs to abide by the Australian Fair Trading acts to successfully release and continue to sell the iPad in Australia. Trading regulations and tariffs is something they need to consider before commencing business in Australia. Another issue they need to consider is the pricing regulations to provide everyday Australians the chance to purchase the product. Economical There are 2 main factors affecting the release of the iPad, which are the unemployment rate and the other being the disposable income. According to Australian Bureau of Statistics the unemployment rate stands at 5. 2%. Australia experienced significant real income growth during the past decade. Between 1997-98 and 2007-08, real net national disposable income per person grew by 2. 8% a year on average, appreciably faster than during the preceding 20-year period (ABS 2010). [pic] Figure 1: ABS Net Disposable Income June 2010 This indicates that an average Australian will have enough disposable income to invest in materials for interest being potential customers to Apple. Socio-Cultural Education is a major factor affecting the Australia’s acceptance of the Apple iPad. The people need to have sound literacy and education rates to be aware of new upcoming technology. ABS, June 2010 states Approximately 96% (2. 6 million) of people aged 15-64 years who were enrolled in a course of study were enrolled in a course for a qualification (Table 1). The proportion of people aged 15-64 years who were enrolled in a course for a qualification increased from 17% in 2001 to 18% in 2009. The indication of a well-educated country only shows signs of a new product being accepted rather than rejected. Apple also needs to consider the attitudes people have towards accepting latest technology. Luckily Australia is one country, which encourages a culture where new technology is accepted and widely used. SME’s use new technology is enhancing their workplace making working easier. Technological Technology affects the iPad immensely as it is used in every aspect to advertise and promote the new product. Apple takes pride in using high quality and to the point advertising to create brand and product awareness. The growing trend of consumers using the Internet and television to find out about new products is a perfect reason for Apple to invest in technological advertising putting themselves on the net, TV, Radio and most importantly hand held devices Consumer Behaviour Analysis To be able to perform an effective consumer behavior analysis, the consumer market and the buying behaviour must first be defined. Consumer market can be defined as â€Å"all the individuals and households who buy or acquire goods and services for personal consumption† and consumer buying behaviour can be defined as â€Å"the buying behaviour of final consumers, individuals and households who buy goods and services for personal consumption† (Kotler et al. 2009). By undertaking this analysis it is possible to understand more about what consumers like to buy, who buys these items, how they go about buying these items, when they buy these items, where they buy these items and the most important query to address is why they buy these items. |Stage |Explanation |Internal Influence |External Influence |Strategic Implications | |Need Recognition | | | | | |Information Search | | | | |Evaluation of | | | | | |Alternatives | | | | | |Purchase | | | | | |Post Purchase Behaviour | | | | | Further Marketing Research Required For Apple to be able to market the iPad and provide its consumers with a remarkable product, superior value and customer satisfaction, they must do research and develop strategic plans by obtaining information in relation to their customers, the macro and micro environment and government regulations (Lancaster 2010). Marketing research can be defined as â€Å"the function that links consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process† (Kotler et al. 2009). To start the research process, the problem must be defined and from here a research plan must be developed. This is one of the most challenging parts to the research process and Apple can start by gathering both primary and secondary data (Polaris 2009). Primary data can be split into qualitative and quantitative data. Qualitative data can take the form or conducting focus group sessions on behalf of Apple or in-depth interviews. By doing this it is possible for Apple to get a broader understanding, based on the questions asked, to find out more about the consumers wants, needs and personal opinions in regards to decision making. Here questions can be tailored and modified as the interviews and sessions are conducted with regards to the responses the general public or particular individuals provide. Quantitative data can take in the form of conducting surveys or sending out mailed or electronics surveys for the public to perform. In this, questions make be asked of the person completing the survey about the personal preferences in relation to portable devices, their lifestyle habits, what they perceive to be important to them and from this further insight can be obtained into appealing to the consumer. In addition to the above, secondary data can also be utilized. This can take the form of internal and external secondary research. Internal research data can be that of sales revenues, customer demographics, purchase patterns and other information that has been collected for other purposes by Apple but can be applied to the iPad (Polaris 2009). External research data can be that of financial performance data, expert opinions and analysis, competitive intelligence firms and corporate executive interview just to name a few which can be sourced from industry reports, newspapers and government publications which are only a few (Polaris 2009). Lastly Apple will need to implement the research plan by putting the various plans into action which involves collecting, processing and analysing the information. Data collection can be carried out by the market research staff or by an outside agency. This stage of data collection can prove to be quite expensive and most prone to error. Here the collected data can be processed by machine reading or checked and coded manually for computer analysis. (Lancaster 2010) Market Segmentation Market segmentation is the process which groups or links individuals according to similarities in needs, wants, characteristics or behavior (Lancaster 2010). A market segment can be defined as being a group of people who share some similarities and who will be likely to respond in a similar way to a given offer. Apple has to come to the understanding that they will not be able to win over everyone with the iPad and will need to make use of market segmentation to tailor their marketing programs to the needs and ants of a narrowly defined geographic, demographic, psychographic or behavioural segments (Lancaster 2010). By doing this, Apple will benefit by being able to improve allocation of marketing resources, identify opportunities for new product development and help design effective marketing programs (Lancaster 2010). Justification for choice of segmentation base For the iPad the base that has been selected for segmentation is demographics. Under this segment there are a number of things to consider such as age, gender, family size, family life cycle, income, occupation, education, race, nationality and religion. Demographics will allow for an effective segmentation as it allows for measurable, accessible, substantial and actionable data (Lancaster 2010). Understanding the demographics would be best suited to the iPad, as it has more subcategories that would benefit the marketing of the iPad if focused on such as age, income and occupation. This segment base will also allow for easier and more relevant understanding in regards to consumers as demographics entails factors which can be closed related to the iPad products. By this it is possible to target the appropriate factors through these factors such as age and gender by observing what age groups are likely to use the product or which age category is more flexing in adapting to changes in technology or to even evaluate who would be more interested in these sorts of products. It allows for a better explanation of the factors behind wanting to purchase an iPad. Profile of Segment |SEGMENT |BUILD A PROFILE | |Age Group |Usage Rate |Lifestyle |Attitude to product | |6-17 |Medium Users |Highly active |Seeking Fun | |18-35 |Heavy User |Highly social and active at work|Seeking Fashionable, Fun and | | | |Practical | |36+ |Light – Medium Users |Highly active at work and |Seeking Practical | | | |Moderately social | | Target market choice and justification After evaluation of the above segments, it has been decided to primarily target the iPad at the 18-35 year old generation. This age group is particularly open-minded in regards to technology and considered to be ‘tech savvy’. The group includes those who are considered to be students ranging through to the corporate professionals. They are well informed with advancements in technology and always competing with their peers to be at the frontline in relation to these portable devices. The Apple brand has also become a fashion statement in comparison to the product itself. The image perception behind owning Apple products outweighs the functionality of the product itself in some instances. For this age bracket, self conscious attitudes and behaviour are quite influential in the decisions these consumers make in relation to technological products and Apple would benefit in marketing the product in a way that would create an image within the consumer that the iPad is an accessory, more than an electronic product. The secondary target will be the six to seventeen year old generation. It is not a prominent market as the primary target however it is definitely a rapidly emerging target. Children and teenagers nowadays are constantly being exposed to these portable devices to aid their learning slope and other forms of entertainment. The days of learning the basics from books and physical toys are becoming a distant memory with more and more companies aiming electronics learning aids at children for the more interactive experience. With many consumers in this age group quite easily influenced by marketing material seen on the television, or peers having purchased similar items, consumers in this bracket more often then ever are convincing their parents and elders to purchase these items as it becomes a must have possession to them. |PRIMARY TARGET AUDIENCE |SECONDARY TARGET AUDIENCE | |AGE SEGMENT |18-35 yr old |6-17 yr old | |Size of Market |Large |Medium | |Brand Awareness |High |Medium | |Price Sensitivity |High |Medium | Proposed Positioning Strategy Apple needs to create an identity in the target market’s minds, which will enable to see where apple stands compared to the alternatives. Apple should categorize them in the high quality range and set their prices high due to the quality and amount of feat ures they offer. The consumer’s should see the iPad as a worthy product and be willing to pay the high price, as it’s an all in one product. The consumers need to see the significance of converging of all the latest technology in one product. The perception of being high priced means high quality that’s what Apple is trying to achieve. References †¢ Australian Bureau of Statistics 2010, ‘6523. 0 – Household Income and Income distribution, Australia, 2010’ ABS, viewed on 20th July 2010 †¢ Denning, D 2010, ‘Australia has highest household debt to disposable income ratio in world’, The Daily Reckoning, viewed on 21st July 2010 †¢ Dixon P 2010, ‘Technology Innovation: Future Trends’, Global Change, viewed on 22nd July 2010 †¢ IBISWORLD 2010, ‘G5236 – Computer and Software Retailing in Australia’, IBIS, viewed on 22nd July 2010 †¢ Kotler, P, Adam, S, Denize, S, Armstrong, G 2009, ‘ Principles of Marketing – Fourth Edition’, Pearson Education, NSW 2008 Lancaster ,N 2010, ‘HBN110N – Fundamentals of Marketing – Lecture Five: The MIS and Marketing Research’, Swinburne University of Techn ology, Blackboard, 30 June, viewed on 18th July 2010 †¢ Lancaster ,N 2010, ‘HBN110N – Fundamentals of Marketing – Lecture Six: Market Segmentation, Targeting and Positioning’, Swinburne University of Technology, Blackboard, 5 July, viewed on 18th July 2010 †¢ Net MBA 2010, ‘Pest Analysis’, Net MBA, viewed on 21st July 2010 †¢ Polaris 2009, ‘Understanding the six steps in marketing research’, Polaris Marketing Research, viewed on 22nd July 2010 High Quality Portable Devices iPad Tablets Laptops Portable Devices Computer Computing Home Appliances Entertainment High Price Low Price Low Quality †¢ Kindle †¢ Asus Eee pad †¢ HP Slate †¢ iPad Consumer Electronic Goods

Little House Of The Big Woods By Laura Ingalls Wilder

Little House in the Big Woods by Laura Ingalls Wilder is a historical fiction book because although much of what the author writes about are memories of her childhood while growing up in the Big Woods of Wisconsin some of the stories and characters were added or embellished. This story tells of Laura Ingalls and her family and how life was for them in the Big Woods in the early 1870s. Survival was not always easy for them but life was rewarding. For the Ingalls, survival meant growing and harvesting their own crops, raising their own cows and chickens for eggs, milk and butter, Pa hunted all summer and stored away enough food for the harsh winters and almost everything the Ingalls wanted or needed they had to get and make themselves. At†¦show more content†¦A woman named Sarah from Maine answers Jacob’s ad and comes out to visit and see if things would work between the two of them. The children, Anna and Caleb are very excited to have a woman around again, but Sar ah misses the ocean and the beauty of Maine. Sarah and Jacob make a connection but the children worry their dad and themselves are not enough to keep Sarah with them. Ultimately the hardship and ruggedness of farm life don’t matter to Sarah because she has grown to love the Witting family and decides to marry Jacob and stay forever. Anne of Green Gables by Lucy Maud Montgomery is a historical fiction book because it is set in the 1880s on Prince Edward Island after Matthew and Marilla, an elderly brother and sister adopt a boy to help around the farm but instead get Anne. Anne is a spunky 11 year old who is not afraid to speak her mind. Matthew and Anne connect and he decides he wants to keep her even though she is a girl. Anne doesn’t act proper like most young girls of her time but goes on adventures and gets in a fair amount of mischief. She gains the attention of a boy named Gilbert but she is not a fan of him after he calls her carrots because of her red hair. Eventually Anne warms up to Gilbert and even starts to have feelings for him. Anne is very smart and at 15 she decides she wants to be a teacher. She earns her teaching license in only one year instead of usual two years and is offered a scholarship

Blood Donations Essay Example For Students

Blood Donations Essay Do you have any idea what happens every December than can leave any one of us in a life or death situation? We have a severe blood shortage every holiday season. The gift of blood is like the gift of life.The National Blood Data Resource Center states that during the holidays demands for blood are at a critically high levels due to donations declining and holiday accidents increasing. Nearly all blood used for transfusions in the United States is drawn from volunteer donors. Less than five percent of healthy Americans that are eligible to donate actually give blood. What is holding us back? Why arent we giving? Are we afraid of needles? I dont think so. How many of us have some form of body piercing? The procedure may be a little different but the pain is the same. Is it the fear of the sight of blood? Some of the most popular movies are filled with blood and gore. Nothing holds any of us back from watching them. Our biggest fear is the fear of the unknown. Giving blood is a simple procedure. It is a matter of answering a series of questions to determine that your blood is safe for you to give. Next you lay down on a table to have your vital signs taken and a needle is inserted in your forearm. It takes about thirty minutes for blood to flow from your veins to a collection bag. After this procedure you are rewarded with cookies and juice. It is as simple as that. I challenge each of you to go out and find out about what a difference you can make by saving a life. Sources:1.National Blood Data Resource Center2.American Red Cross3.New York Blood Center

Observe Organizational Behavior Firsthand

Question: Give a brief discussion on organization behavior. Answer: The organization behavior is influenced by plethora of dimensions such as organizational culture, organizational structure, team spirit, organizational change, communication, diversity, power, leadership, motivation (Gordon, 1991) etc. It is quite essential to get into the organization and closely monitor the processes so as to have an insight into the domains of organizational behavior. The organization selected for the purpose of critical analysis is a supermarket and retail outlet having plethora of products for sale. The supermarket is present in the residential cluster providing buying facilities to the consumers of the region. The supermarket is fully equipped with various products to offer and is composed of highly trained staff at different levels of management and customer service. I got into the organization of this retail store as an intern to refine my skills of management and got a chance to closely observe the sales representatives and all the functions handled at the s upermarket. As an intern, my role was to observe the customer support representatives and give an honest review of the employees in the form of a written report and analysis sheet given to me by the top management of the supermarket. Other roles included helping the sales representatives to set up the supermarket according to the code of display and provide help services to them as and when required. It would help me to have deep insights into the operations and strategies adopted by the management team organized in a hierarchy and would help me to acquire high level of management skills and principles. I got well into the organization when I talked with the higher management to allow me to observe the processes and the operations going on in the organization in return I would be able to give honest and in depth reports for the employees of the organization and would help them in the in store tasks. This was quite a new experience for me in the contemporary times as I never had a job experience and this internship taught me a lot about the inherent secrets of a retail store or a supermarket and all the marketing strategies deployed by the top management to attract and allure the customers towards their brand. It was an altogether enthralling and exciting experience which helped me to learn many new skills and gain a command over in depth practical knowledge about management of a supermarket. The activity in which I got engaged was a routine activity of the supermarket for customer service and retail marketing. Therefore, the action under analysis is a routine action of the organizat ion for which I helped the entire team and provided them with reviews at the end of my internship period. Action Component and Analysis Two of the main determinants of organization behavior are organizational culture and the team management under the supervision of efficient leadership. Organizational culture is the system of shred meaning involving shared value system and belief system. This set of values and rituals act as an adhesive to glue the members of the organization together. The core values that form the framework of the organizational culture of this supermarket are respect towards the individuals, integrity in action, service for the customers and excellence in the strategic management (Jones, 2010). The associates of the customer service department are motivated to serve the customers being the topmost priority of the company. The value system of the company is held high by the means of open communication and ways to share information. The foundation of the supermarket is based over integrity which is fueled by honesty, fairness and objectivity to make decisions. The company strives for excellence by innovating and improving with positive modeling and by working in a team. The management believes that the organizational culture initiates from the top l evel of the company and then permeates down to other employees. The employees of the supermarket have a particular code of conduct which is taught to them in the period of their training. They have a unique uniform which have a quote saying, How May I Help You?. This quote opens up doors of interaction between the customers and the representatives of the supermarket team when they will be humble and generous in their approach (Casey, 1999). The culture of the company is upheld with plethora of benefits given to the employees in return of their hard work and commitment. They are provided with competitive pay, healthcare facilities, retirement plans, and promotions to make them feel as a part of the whole big family of the retail store. The hard work of the employees are rewarded to make a strong work culture of the team. The culture of the supermarket is characterized customer orientation and giving best of the value at some lowest prices. Employee is projected to be an image of a so cially responsible entity serving the company. The employees are tracing the roots of the organizational culture and are formulating them in coherence with the growth and success of the company. The culture of the supermarket is quite interactive and innovative. There have been use of latest trends and technologies in the campus of the supermarket which forms a part of the contemporary culture of the retail store. The corporate culture of the supermarket is very well refined and as per the norms of this industry. The employees are quite humble and when anyone says Thank you in return of their favor and service, the customer support representatives say Its my pleasure in return (Ogbonna, 1988). This culture is imbibed in the behavior of the employees and it presents a form of politeness and regard. The culture of the company is sustained by regular intervention from the top management in the form of discussions and value enrichment of the employees. It was a long time back when the company and the top management realized that the rule based culture of the company was no longer able to cope with the agility of the world demanding a higher pace of globalization and technological development and hence the culture had to be made flexible and value based to win over the trust of the employees and make them understand the value delivered by the company. The company lays a higher amount of stress over the values that are required in the sustainable environment with thorough training given over the performance with purpose (Russell, 1985). The culture of the company is more than just ethical culture rather it is a conglomerate of all the belief systems of the company, the rituals followed at plethora of events strengthening the bond of the employees, the values imbibed followed by the entire management team, the stories that are disseminated by the management in regular meetings of the staff and the symbols in variety of forms. The symbols used in the supermarket to uphold the culture of the staff are the uniform of the customer service representatives that follows a serviceable message, the posters on the walls guiding the customers to correct stalls, the employee of the month displayed over bulletin board in the entrance to motivate the employees, the badges worn by some highly efficient employees and other forms. The success stories are discussed by the team in every informal meeting where the top management narrates their experience and inspires the team. The values of the company totally restricts an inflexible and harsh culture of blind obedience and therefore, there is no top down hierarchical strict culture rather a democratic culture where everyone participates in the decision making to give their valuable suggestions to improve the marketing content and the customer service facilities. Management of the entire team is a challenging task for the leader and which in turn has an effect over the organ izational behavior. The leaders of the supermarket forming a large share of the top management like to be surrounded by the right kind of people having big and widespread domain of ideas and are not afraid to take any kind of risks to implement those ideas (Boye, 1997). The supermarket have developed a leadership training program for the managers and employees in other management roles. This training includes real world based simulation techniques to be able to train the team to coherently bind with each other and work with each other under the supervision of the leader. The leaders are responsible for motivating the employees for every kind of task such as stock replenishment, online shopping aid, administrating services, customer service, food safety and sales driving. The department managers have glued and integrated the teams in one single unit for an effective and efficient job. Management must play a brilliant role to determine the capability of the individuals and to leverage it efficiently in the field of operational approach. The team management is done in the front line to make the employees learn by the means of experience. The team is divided into various roles but each of the role in integrated into one single functional unit. The team leader, administration roles, online shopping, counter assistance, customer service assistance, warehouse assistance, merchandizing control, online customer service assistance, general assistance and other roles are coherently tied up to each other to form a comprehensive team of support. Hence, the leadership of this store and supermarket is handled efficiently and flexibly. As per the observation it can be noticed that the supermarket has strengths of having a great flexible and friendly culture which is upheld by various determinants of culture. The leadership and the formation of the team of the organization is very well in coherence with the trends of the retail market. The employees are inspired to get themselves aligned around the core mission of the company. This democratic and participative culture of the company have given birth to the culture of innovation wherein the supermarket have adopted various innovative strategies to attract the customers in a sustainable environment (Damanpour, 1991). Some of recommendations that can be considered by the team in order to attract the customers and form a huge base of loyal customers are use of tablets installed in the campus wherein the customer can give their feedback, look for discounts, find the location of a particular product in the supermarket; technical improvements in payment system by the means of optical scanning machines; use of membership cards to give away points and discounts on the same and other related innovations made for the support services of the customers. The supermarket need to orient their strategies towards inclusion of diversity in the work group to invite innovation in their operations and strategies. Otherwise, the whole internship period was refined by extraordinary skills represented by the management team and a willingness to share values and beliefs. References Gordon, G. G. (1991). Industry determinants of organizational culture.Academy of Management Review,16(2), 396-415. Jones, G. R. (2010).Organizational theory, design, and change. Pearson. Casey, C. (1999). " Come, join our family": Discipline and integration in corporate organizational culture.Human relations,52(1), 155-178. Russell, J. S., Terborg, J. R., Powers, M. L. (1985). Organizational performance and organizational level training and support.Personnel psychology,38(4), 849-863. Boye, M. W., Jones, J. W. (1997). Organizational culture and employee counterproductivity.Antisocial behavior in organizations, 172-184. Ogbonna, E., Wilkinson, B. (1988). Corporate strategy and corporate culture: the management of change in the UK supermarket industry.Personnel Review,17(6), 10-14. Damanpour, F. (1991). Organizational innovation: A meta-analysis of effects of determinants and moderators.Academy of management journal,34(3), 555-590.