IT Systems Strategy Of A Company Essay Example | Topics and Well Written Essays - 1500 words

IT Systems Strategy Of A Company - Essay Example Current paper focuses on the IT systems strategy of Microsoft – a major competitor in the global application software industry; reference is made not to the parent firm, based in USA, but to its UK subsidiary; the current position of the firm towards its rivals is important (see also Table 1, Appendix); it seems that the IT strategy of the firm has helped towards the achievement of a stable growth; the key aspects of this strategy are presented and evaluated using appropriate theoretical framework – the PESTEL analysis. Microsoft Corporation is a global leader in the Software Application Industry; the firm entered the British market in 1982; currently the employees of the firm in UK are 1500. Since its establishment in Britain the firm has focused on the promotion of innovation in technology and the improvement of the technology available in education and in communities. In fact, as in other countries worldwide, Microsoft Corporation UK has helped the British government to improve the technology used in various social and economic activities – enhancing ‘the social and economic well-being of local population’ (Microsoft Corporation, Economic Empowerment). One of the key characteristics of the global market is the continuous increase of competition; firms that try to stabilize their performance and achieve a stable rate of growth need to continuously review their strategies; emphasis should be based on the IT systems involved in the various organizational operations. In firms that are heavily based on knowledge management specific measures should be taken; the firms that would be involved in such effort should meet the following requirements: ‘ a) to be proficient at skills and support infrastructure, to foster innovation and collaboration and to allow self-organization to emerge’ (Rud, 2009, p.38). When the organizational activities are expanded in different industrial sectors, the strategic planning

Marketing Psychology Essay Example | Topics and Well Written Essays - 1500 words

Marketing Psychology - Essay Example Consumer Behaviour Consumer behaviour is an important element of consumer culture. In general, it is usually considered as the study of purchasing process i.e. how a person buys products. However, this purchase process study is just a part of definition; it includes other elements, which the following definition explains: â€Å"Consumer behaviour reflects the totality of consumer’s decision with respect to the acquisition, consumption, and disposition of goods, services, activities, experiences, peoples, Ideas by (human) decision making units (over time)† (Wayne & Deborah, 2008, pg. 3). Consumer behaviour includes more than just the way a person buys tangible products; it further includes a consumer use of services, experiences, activities and ideas. Examples would include decision making like attending an event, donation to a particular charity, planning a vacation etc (Wayne & Deborah, 2008, pg. 3). A consumer manner of buying is extremely important to marketers. Howe ver, along with it, marketers are also very interested in consumer behaviour related to using and disposing of an offering (Wayne & Deborah, 2008, pg. 4). As Mowen in 1995 defined, â€Å"Consumer behaviour as the study of buying units and the exchange process involved in acquiring, consuming and disposing of foods, services, experience and ideas† (Apruebo, 2005, pg. 2). ... 5). Consumer Psychology Davis and Palladino (1995) defined consumer psychology, â€Å"as the study that deals with activities directly involved in selecting, obtaining, and using products, services, and ideas to satisfy needs, and desires, including decision making process that precede and follow these actions.† Simply speaking, it is an applied branch of psychology on consumer behaviour (Apruebo, 2005, pg. 2). Consumer psychology is an aspect of consumer behaviour (Armstrong, Armstrong, & Kotler, 2007, pp. 250-325). In addition, consumer psychology is one of the major aspects and factors that influence consumer behaviour, and it is the basic element of consumer behaviour because this is what triggers a consumer towards consumption of good. It is the most initial or basic element because while evaluating the purchase of a product, psychological processes are the first step customer engages in. The customer needs to be motivated, able, and have the opportunity to be exposed, to understand and utilize information (Bennet, 2009, pp. 30-36). A customer need to think about the available information, develop an attitude towards it and form memories. These are all the psychological aspects of consumer behaviour, study of which describes consumer psychology (Wayne & Deborah, 2008, p 11-12). Consumer psychology mainly deals with why and how people buy certain products and why not others. It is concerned with how believes, feeling, perceptions, and thoughts of a customer influence on the choice of goods and services he purchase. It encompasses of factors like thoughts, feeling, emotions attached to the product, environmental variable like family, friends, society, culture, personal factors etc (Kendra, n.d). Difference between Consumer Behaviour