Measures of Dispersion and Variability: Range, QD, AD and SD
Exposure therapy is an essential component of evidence based cogni
1. Exposure therapy is an essential component of evidence-based
cognitive-behavioral therapy (CBT) treatments for phobia, panic
disorder, post-traumatic stress disorder (PTSD), obsessive
compulsive disorder (OCD) and anxiety disorders. After
viewing the videos and listening to the lecture series, what are
your thoughts on Exposure therapy? When using Exposure
therapy what are the pros? Cons? What about using Exposure
therapy with children? Would there be a difference in use
between adults and children? What about EMDR? Do you see
the value in using it in therapy?
Snake Phobia Behavioral (Exposure) Therapy - YouTube
Remote EMDR Therapy Demonstration: April 4, 2020 -
YouTube
Eye Movement May Be Able To Heal Our Traumas | Tricia
Walsh | TEDxUCDavisSF - YouTube
Author: Dr Rowan Kennedy Marketing Dept. Sultan Qaboos
University
Case Study for Principles of Marketing
Let them eat cake!
After spending 15 years as a Human
Resources Manager at a large Omani
government organisation, Safa decided she
2. would like to be her own boss and do
something more creative.
Inspired by the very positive feedback about her delicious cakes
from her work
colleagues and her large family, Safa decided to supplement her
retirement income by
setting up a small commercial kitchen from her family home in
Muscat. She set up her
business in the summer of 2019.
Within her first year of business Safa managed a turnover of
10,000 OMR. Around one-
third of her salary as an HR Manager! The key to her success
has been her hard work
and her passion for using only the best ingredients such as
Fairtrade cocoa and sugar,
free-range eggs, locally sourced flour and cinnamon and
organically grown citrus fruits:
all reflecting her interest in healthy living and protecting the
environment.
“Being sensitive to the well-being of all creatures and my
fellow-Omanis is very
important to me,” comments Safa, “I am very aware of what
Omani women are looking
3. for when they buy baked goods and that is proving to be
critically important to my
success. For example, if I am making a cake to celebrate a
family event I make sure I
get to know the client and understand what’s important to her
family so that I can put
all of creativity and my heart into what I am baking for them.”
Safa’s product range varies from bite-sized mini
cupcakes and syrup-drenched luqaimat (which are
currently under pressure from the many and growing
home baking businesses) through to specialty
celebration cakes: for example, wedding cakes taking
many hours to decorate with sugar roses and delicate
icing designs which sell for up to 300 OMR.
Safa’s
Sweet
Sensations
Author: Dr Rowan Kennedy Marketing Dept. Sultan Qaboos
University
4. Safa’s Sweet Sensations (SSS) mission statement is “To connect
communities
together by the inspiration and happiness of real food”. SSS
uses a variety of distribution
channels to reach consumers. Safa has set up an
attractive website, and has a regular stand at the Oman
Bride Show every winter at the Oman Convention &
Exhibition Centre. Corporate events such as the Mother,
Baby & Child Show and Muscat International Jewellery
Exhibition are also on Safa’s roster. She has even
supplied baked goods to other businesses, on the
recommendations of her friends, for events and milestone
celebrations. Despite this
growing B2B side of her business, Safa’s most in-demand
products include the supply of
smaller orders to friends and their friends. This revenue source
has often helped her
with cash-flow problems when she has needed to buy
increasingly expensive equipment
such as a new double oven to increase her production capacity
and a larger dishwasher.
5. Safa’s production and her sales have also been
given a major boost recently by an advertorial (a
paid for feature in an editorial section of a magazine
which gives a product endorsement) in the
glamourous Bride & Groom (Oman) magazine.
Included in the magical black and white-themed
double spread of the February 2020 issue of the magazine was a
photo of one of Safa’s
newly-introduced line of wedding cupcakes (pictured) which
has proved to be in-
demand amongst brides-to-be readers. The Bride & Groom
(Oman) editor commented,
“Safa’s products are, quite simply, an affordable luxury any
wedding planner should
have on their list as a must!” Let them eat cake indeed.
Now that she has established a healthy (B2C and B2B) baking
business that fulfills her needs
for creativity and for extending her already extensive business
skills, Safa is thinking about
which direction to take her business in. She is considering her
plans for growing SSS over the
6. next 12 months. She knows there are several interesting
opportunities in the market, but she
needs a clear action plan. Looking at the data she has been
informally gathering over the past
year she is wondering how to use it, first to identify profitable
market segments and second to
establish her small bakery as a “first choice” provider.
Author: Dr Rowan Kennedy Marketing Dept. Sultan Qaboos
University
Case Study
Let them eat
cake!
% of overall
assessment
20%
Word count
(approx.)
2000
Words
7. Group
Assignment
Learning
outcomes
addressed
A1, A2, &
CEPS 8
Due date
Week 6
Class 2
Your Task
The CEO of SSS has asked you to assist with her development
plans for 2021 as she decides how
to guide her business development. As an experienced
consultant you immediately start to
organise your thoughts around her business portfolio and which
parts of her business need the
most attention.
The fact that there is little data and other useful information
available is problematic, as is the
judgement required in this case. This is a decision-making
8. under uncertainty scenario which
requires a trade-off between reliability and relevance.
Approximations (‘best guesses’) still
allow useful inferences to be made and will result in worthwhile
analysis and recommendations.
Start with explaining the mission statement of Safa’s Sweet
Sensations
1. Is Safa’s Sweet Sensations mission statement market-
oriented? Explain.
2. How is SSS strategy driven by its mission? Explain.
Then, construct a simple BCG matrix for Safa’s Sweet
Sensations.
Boston Consulting Group Matrix
1. Begin by classifying SSS’ different
product offerings into a BCG growth-
share matrix.
2. Briefly explain the meaning of each cell
(this is where you practice your
research skills).
9. 3. Explain your reasons for placing SSS’
products into the various cells.
4. Identify and justify one of the product lines for the following
step.
Author: Dr Rowan Kennedy Marketing Dept. Sultan Qaboos
University
The BCG matrix gives a simple (sometimes simplistic) overview
of the current relativities in
Safa’s portfolio. Remember, there are four strategic
management decisions that can be made by
a company after classification viz. harvest (from cash cows),
divest (from dogs and some
question marks), maintain and invest (in cash cows and some
stars).
This portfolio analysis may guide your thinking about the next
step which, in this case, will
include application of Ansoff’s matrix:
10. Ansoff’s Product/Market
Matrix
Use Ansoff’s matrix to identify best growth
opportunities for one of the products in Safa’s
portfolio. You may decide that there is a question
mark that needs to be developed (or a cash cow, or a
star). If so, then use Ansoff’s matrix to help your
decision making as to what to do with that product
offering.
You may even decide that the best opportunity lies in
diversification – in which case you may
follow that path by exploring what that would look like, and
how you would develop it.
1. Briefly explain the use of each of the four cells (another
opportunity to conduct some
secondary research).
2. Which of the four cells do you think represents the best
opportunity to grow SSS?
3. Fully explore and explain how you recommend the
implementation of this growth
11. strategy for Safa’s product line.
If you’re still a bit unsure about how the BCG matrix works,
this is a very good little
15min tutorial. It’s a bit more detailed than you need – but,
still, you’ll find it a good
explanation of the matrix.
https://www.youtube.com/watch?v=lc36fK38pLA
Watch this little 6min clip:
https://www.youtube.com/watch?v=4dKliWrCywM
Author: Dr Rowan Kennedy Marketing Dept. Sultan Qaboos
University
Choose one of the two topics below to write a 2 page reflection
which includes 3 additional resources.
1. How can you as a professional work to prevent/address
sexual abuse of your consumers with disabilities.
· Sexual Abuse
· https://www.npr.org/2018/01/08/570224090/the-sexual-
