Commerce - Student Works

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    Apple iPhone: a market case study
    (2021) Van De Vliert, Daylin; Muralidharan, Etayankara
    Founded in 1976, Apple inc. quickly became one of the biggest companies in the world. Throughout the years, Apple has been apart of the technology market where there has been an exponential amount of opportunities and threats. This market case study aims to determine how Apple can target such opportunities to help predict future trends and influences over the market. To identify these trends and market influences, I have first conducted an environmental scan of Apple’s current and future market(s). Then I described Apple’s fundamental psychological and sociocultural consumer behaviors. And finally, I identified Apple’s target market, how they have chosen to segment and the demographics and geographics within Apple’s largest target segments. As a result of successfully identifying trends in the past, Apple continues to impress with its globally known brand name and customer base/market. However, Apple must continue to identify future opportunities to stay relevant in the ever-advancing technological market. This analysis of the marketing context suggests Apple may need to re-position its iPhones to maintain its leading position in the marketplace.
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    The sharing economy: do e-scooters make the cut?
    (2020) Bailey, Brady; Sereda, Sarah
    Sharing is as old as civilization itself. Corporations now are taking an old idea and creating a strategic model with the help of technology. This modern sharing economy, while having roots in sustainable practices, can often be mistaken as an inherently sustainable business model. We present the outcomes of a project on e-scooters as an example to emphasize the potential impacts and characteristics of a business operating within the sharing economy. To understand and gain public opinion, a survey was conducted gathering 222 responses regarding e-scooter usage in Edmonton, Alberta. Another source of information was the interview with a top executive of Lime Scooters, an e-scooter company operating in Edmonton. We found that while online platforms make resource sharing between peers easier to access, they are not always economically sustainable. Literature review on life-cycle analysis of e-scooters revealed that environmental sustainability is also not ingrained in practice, and careful consideration of business operations is needed to mitigate potentially negative impacts. In addition, thoughtful policies need to be considered and put into place in-order to encourage public and private trust. Overall, the sharing economy can be quite effective in creating a sense of community and social sustainability, but it should not be graded as a wholly sustainable practice without evidence.
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    The effect of increasing student involvement with career development services: the integration of faculty members & fostering student/faculty relationships
    (2020) Wurban, Luke Easton; Amundson, Wesley; Ho Si, Albert; Bosgoed, Morgan; Makardajh, Antonio
    The primary goal of this research is to recognize and disseminate the possible components of what makes students more involved with career development services on campus. We examined 25 scholarly articles as part of our initial research to identify possible relationships, which lead us to one major question to answer: “how can we increase the student usage of the MacEwan University Career Development and Experiential learning office by integrating faculty members of various departments?” Some of the largest problems that we found when speaking with the Career Development services and professors is that both students and faculty are either unaware of what they are, and what services they provide. Our qualitative research with faculty members has indicated that they do not know of the availability of career development services on campus, and they do not communicate with the office very frequently. This research allowed us to formulate a well-rounded quantitative survey to be administered to other faculty members that reflects on possible solutions to create more student involvement, and by extension – more student success. Our sample data included 28 responses of our possible 361 survey questionnaires sent. We did not have the greatest response rate; therefore, our findings are not fully generalizable. However, the responses that we did receive are very important and informative to the career development services of MacEwan University, which helps aid in conclusions and recommendations for student involvement.
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    The value of certified pre-owned vehicles for Lexus of Edmonton
    (2020) Kasawski, Trisha L.; Singh, Sunaina; Bhullar, Kanwarbir; Sidhu, Gurman; Bath, Gurman
    Our objective was to discover productive improvements to Lexus of Edmonton’s (LoE) current Certified Pre-Owned (CPO) Vehicle practices by determining if CPO vehicles added value, and if so, what value was added. By utilizing multiple methods, we discovered areas in the used vehicle sector that Lexus of Edmonton could improve on. In order to conduct our research, five in-depth interviews, scholarly article evaluations, meet with the representatives of Lexus of Edmonton, and surveys were conducted using paper, email and social media tools such as Google surveys, Twitter and Facebook. The methods allowed our group to utilize statistical analysis to outline the importance of relationships between variables with the statistical software, SPSS. With the information received from statistical analysis, we believe that Lexus of Edmonton can succeed with the sale of CPO vehicles by following our recommendations, including: certification education, appropriate pricing of used vehicles, building trust, value-added certification benefits based on willingness to spend and targeted demographics, as well as further research.
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    Attracting university-educated job seekers
    (2020) Thomson, Kyle; Block, Nicole; Labrie, Camille; Pichert, Michaela; Zahr, Daniel
    While a strong demand for university-educated employees exists within the auto sales industry, few graduates give serious consideration to car dealerships as career opportunities. Lexus of Edmonton, a leading luxury car dealership, presented our team with this concern, prompting a three-month marketing research project. This report examines the factors which influence university-educated job seekers’ decisions when searching for employment, and how Lexus of Edmonton can tailor their recruitment strategies to target graduates. Our examination followed a three-phase research design involving a review of 25 academic articles, a qualitative analysis of five in-depth interviews, and a quantitative analysis of 101 questionnaire responses. In summary, we found that school involvement, internships, and online platforms were effective means of attracting university graduates. We identified business-majors as the audience most interested in a career with Lexus of Edmonton. We also found that corporate social responsibility and organizational culture were major concerns for graduates, with some metrics being considered as highly as salary and compensation. Based on these findings, our team recommends that Lexus of Edmonton expand their ongoing involvement with local universities, leverage their online presence to network with students, and tailor its communications to reflect their commitment to employee wellbeing. Drawing on this report as a case study in recruitment strategies, we hope that other employers and universities may optimize their own processes to better match graduates to career opportunities.