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Browsing Economics and Business Senior Integrated Projects by Author "MacMillan, Amy"
Now showing items 1-20 of 57
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"Apex Performance," A Business Plan and Industry Study of the Health and Fitness Training Services in Saline and Ann Arbor, Michigan
(2014)The aim of this SIP is to answer two research questions; what is the feasibility for the economy of Saline, Michigan to support a strength and conditioning business, and regardless of feasibility, how would one construct ... -
Big League Talent, Major League Fun : Kalamazoo Growlers Grass-Roots Marketing Strategy
(2014)This paper represents a grass-roots marketing plan for start-up sports organizations looking to enter into a new market segment, while understanding both the personnel and financial restrictions of a small sports organization. ... -
Building an Aspirational Brand in an Established Luxury Market : A Strategic Marketing Plan for Revel Custom Wine Cellars
(2016)This paper presents a marketing plan for Revel Custom Wine Cellars, recently founded by an entrepreneur who seeks to transform his hobby into a luxury wine cellar business. This marketing plan has the objective of making ... -
Buy Nearby : Measuring Buy Local Campaign Effectiveness
(2013)After the Great Recession, consumers shifted their shopping habits. Consumers are more frugal with their money and more aware of their impact of their actions on their local economies. Buy Nearby, a new campaign that focuses ... -
Colorism Toward the Black, Indigenous and People of Color (BIPOC) Community in the Makeup Industry
(2021-02-01)Growing up, I had only used makeup products that were much lighter than my normal skin tone to fit into the ideal beauty standards. Why? Colorism. We are living in a world where society in which people are judged based on ... -
Comparing American and Chinese Consumer Perceptions of Professional Sports Leagues' Brand Equity
(2019)The purpose of this study is to explore the differences between American and Chinese consumer perceptions of professional sports leagues' brand equity. The variables observed in this research are brand loyalty, perceived ... -
Consumer-Based Brand Equity of the Six Largest Pickup Truck Brands in the United States of America
(2017)One of the biggest goals of marketing is to differentiate a product or brand from similar products and brands in order to out-sell competitors. To do this, companies must build brand equity through strategic marketing. ... -
Crowdfunding & the Lean Startup
(2013)This paper connects the Lean Startup methodology to crowdfunding, while exemplifying the theories in a real world setting by use of a photography product in development. The Lean Startup methodology is used in two main ... -
Developing the Third Sector of HUMANeX Ventures : ATHLETex
(2014)This paper focuses on a strategic marketing for ATHLETeX, a sector of a Kalamazoo-based human capital consulting firm, HUMANeX Ventures. The company has two other sectors, business and education, that have been around ... -
Digital Advertising: Advertising on Secure Platforms is More Effective Than on Social Media Websites
(2012)Undertone has a very unique way of reaching the consumers and target markets they wish to pursue. They do it very efficiently and through a variety of popular publishing websites. Their targeting methods are a crucial part ... -
The Effect of American Fast-Food Marketing Strategies on Fast Food Consumption in China
(2020-11-01)While many studies have researched the increasing obesity rates in China, the only common factor that each study has focused on is the effect diet has on health. This focus on dietary health effects in tandem with the ... -
Effective Product Differentiation Strategies for a Foodservice Business Targeting the Generation Y in Thailand
(2013)Differentiation strategy is one of the generic strategies for acquiring competitive advantage as proposed by Michael Porter. Rather than minimizing cost, the objective is creating meaningful value for the consumer in order ... -
An Effort to Stay Afloat : Developing a Low-Cost Swimming Program in Grand Rapids, Michigan
(2016)This paper presents a marketing plan to implement a "learn to swim" program in downtown Grand Rapids. The audience for this program is the low-income minority family who might not be able to afford lessons elsewhere. The ... -
An Examination of Consumers' Social Media Trust In the Wake of the Facebook and Cambridge Analytica Scandal
(2019)The purpose of this study is to explore and track changes in consumer trust on Facebook during the company's ongoing scandal. This study examines the scandal between Facebook and Cambridge Analytica with the data mining ... -
The Extent to Which LGBTQ+ Beauty Influencers Have Made a Sociocultural Impact on Cosmetic Consumers
(2020-11-01)The purpose of this study is to find out to what extent the public has accepted LGBTQ+ influencers in comparison to traditionally straight female influencers on visually based social media platforms such as YouTube and ... -
Extroversion, Social Media Usage, and Sales
(2017)Social media is increasingly prominent in business, particularly in the sales process. This study looks at the effects of implementing social media based on the salesperson's personality and perceived success outcomes. ... -
Gauging the Impact of Social Media Influencers on Brand Reputation and Purchase Intent
(2021-02-01)The purpose of this research is to explore the reach that social media influencers have on consumers and their purchasing processes. Specifically, the variables observed are brand equity with respect to brand reputation ... -
Gauging the Relationship Between Female Gun-Owners' Attitudes and Their Demographic Backgrounds : an Analysis of the Relationship Between Political Party Affiliation, Child Age Group, and Attitudes Towards Gun Ownership
(2018)The purpose of this research is to explore what internal differences there are, if any, between the attitudes of women gun-owners towards gun ownership in America. Two variables were identified as potential influences on ... -
Globalization of Medical Device Companies, International Marketing Strategy for Expanding in European Markets
(2014)This paper presents a marketing plan for GloboMed, a US medical device company wishing to expand its market share in Europe in the neurosurgical, spinal surgical, and ENT (ear, nose, and throat) surgical instrument markets. ... -
"Going Social" How to Positively Influence the College Choice Decision of Best-Fit Admitted High School Seniors : A Social Media Marketing Plan for Kalamazoo College Office of Admission
(2013)Due to increased competition among higher education institutions for best-fit students, college admission offices are turning to social media to differentiate their respective institutions' competitive offerings. Based on ...
