Environmental Scanning Exercise The Chief Executive Officer (CEO) of Tiffany & Co recently stepped down amid continued financial struggles and disappointing sales results for the upmarket jewelry retailer. To increase sales, Tiffany & Co has decided to target a new consumer segment, “self-buying women.” From the United States to Europe and Asia, growing numbers of financially independent women are deciding that they are not going to wait to receive jewelry from partners and husbands and are increasingly buying their own jewelry. (Hence, the term “self-buying” women). Women today are more financially independent than ever before, and they also trust their own taste rather than that of their partner or spouse. Rising female jewelry self-purchasing is coinciding with historic numbers of financially independent women who have more disposable cash available than ever before. They are proud of their independence and want firm evidence for their own self-satisfaction. “Women make better purchases for themselves than men do,” said one jewelry designer. “You don't send your boyfriend or husband to buy you a dress because you don't know what he might come back with. The same principle applies to jewelry.” Please select a key demographic, social, competitive or economic trend similar to the emergence of “self-buying women” and explain how it will, or should, affect the marketing strategy (i.e. segmentation, targeting and promotion) of a company of your choice. It is important that you select both an interesting company and trend for this case. You will be graded based on the quality of your examples and analysis. Your papers should be approximately 400 words in length. Should RRU shift its focus from sustainability reporting and ratings for the next 5 year plan https://www.google.com/search?q=royal+roads&sxsrf=ACYBGNS8us0ototbzddLaeBp74IQrqaabw:1570040523124&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj7qafdmP7kAhVSsp4KHT9iCykQ_AUIEygC&biw=1536&bih=754&dpr=1.25#imgrc=dVClJO6p8jDN7M: MANN 1 Why? Current 5 year plan coming to end Action without plan is useless Urgent  budget and funding constraints? Current plan coming to an end Need new plan https://www.google.com/search?q=5+year+plan&sxsrf=ACYBGNQ-LsbHt030CpeMLvA92o_zbeJlrQ:1570040544812&source=lnms&tbm=isch&sa=X&ved=0ahUKEwifgtPnmP7kAhXNpJ4KHesaDAYQ_AUIEigB&biw=1536&bih=754&dpr=1.25#imgrc=e0Ce2nDNg9sXjM: MANN 2 Research analysisProsConsGlobal rise of sustainabilityExpensiveLots of universities use rating systemsBurden on institutionCredibility rating increasesLack of resourcesBetter image  goodwillLack of fundingSpecific goals and sharing informationPeople moving on from reports to social media SUMEDHA 3 Alternatives Social media advocacy Building a sustainability team (5 year plan) Extending time to get ratings https://www.google.com/search?q=social+media&sxsrf=ACYBGNQsMe_beRupQ-Yz8DDt4CQ9xAu4YA:1570040900761&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi_k7 ...

1. Environmental Scanning Exercise
The Chief Executive Officer (CEO) of Tiffany & Co recently
stepped down amid continued financial struggles and
disappointing sales results for the upmarket jewelry retailer. To
increase sales, Tiffany & Co has decided to target a new
consumer segment, “self-buying women.” From the United
States to Europe and Asia, growing numbers of financially
independent women are deciding that they are not going to wait
to receive jewelry from partners and husbands and are
increasingly buying their own jewelry. (Hence, the term “self-
buying” women).
Women today are more financially independent than ever
before, and they also trust their own taste rather than that of
their
partner or spouse. Rising female jewelry self-purchasing is
coinciding with historic numbers of financially independent
women
who have more disposable cash available than ever before. They
are proud of their independence and want firm evidence for
their own self-satisfaction.
“Women make better purchases for themselves than men do,”
said one jewelry designer. “You don't send your boyfriend or

2. husband to buy you a dress because you don't know what he
might come back with. The same principle applies to jewelry.”
Please select a key demographic, social, competitive or
economic trend similar to the emergence of “self-buying
women” and
explain how it will, or should, affect the marketing strategy (i.e.
segmentation, targeting and promotion) of a company of your
choice.
It is important that you select both an interesting company and
trend for this case. You will be graded based on the quality
of your examples and analysis. Your papers should be
approximately 400 words in length.
Should RRU shift its focus from sustainability reporting and
ratings for the next 5 year plan
https://www.google.com/search?q=royal+roads&sxsrf=ACYBG
NS8us0ototbzddLaeBp74IQrqaabw:1570040523124&source=ln
ms&tbm=isch&sa=X&ved=0ahUKEwj7qafdmP7kAhVSsp4KHT
9iCykQ_AUIEygC&biw=1536&bih=754&dpr=1.25#imgrc=dVCl
JO6p8jDN7M:
MANN
1

3. Why?
Current 5 year plan coming to end
Action without plan is useless
Current plan coming to an end
Need new plan
https://www.google.com/search?q=5+year+plan&sxsrf=ACYBG
NQ-
LsbHt030CpeMLvA92o_zbeJlrQ:1570040544812&source=lnms
&tbm=isch&sa=X&ved=0ahUKEwifgtPnmP7kAhXNpJ4KHesaD
AYQ_AUIEigB&biw=1536&bih=754&dpr=1.25#imgrc=e0Ce2n
DNg9sXjM:
MANN
2
Research analysisProsConsGlobal rise of
sustainabilityExpensiveLots of universities use rating
systemsBurden on institutionCredibility rating increasesLack of
and sharing informationPeople moving on from reports to social
media
SUMEDHA
3

4. Alternatives
Social media advocacy
Building a sustainability team (5 year plan)
Extending time to get ratings
https://www.google.com/search?q=social+media&sxsrf=ACYB
GNQsMe_beRupQ-
Yz8DDt4CQ9xAu4YA:1570040900761&source=lnms&tbm=isch
&sa=X&ved=0ahUKEwi_k7CRmv7kAhWOvZ4KHfcKDJ8Q_AU
IEigB&biw=1536&bih=754#imgrc=4u64vvjm5s1FeM:
https://www.google.com/search?biw=1536&bih=754&tbm=isch
&sxsrf=ACYBGNTKy8ZcGOr5VWV6VFRLw4g3PGvoOA%3A
1570040902961&sa=1&ei=RuyUXdCcOpHi-
gTx2pCYBQ&q=building+a+team&oq=building+a+team&gs_l=
img.3..0j0i30l5j0i5i30j0i8i30l3.41538.43507..43717...0.0..0.74.
868.15......0....1..gws-wiz-img.......35i39j0i67.IEV-
fgjCdcI&ved=0ahUKEwjQ17aSmv7kAhURsZ4KHXEtBFMQ4d
UDCAc&uact=5#imgrc=1UKbPp6QxWkUhM:
SUMEDHA
4
Decision criteria and alternativesAlternativesCost
(low)Implementation (how easy is it to implement)Productivity
(better results)Reliability (how effective will the results
be)Score Social media333110Team building12339Extending
time for the ratings22217
1 = Least
3 = Highest

5. ROBIN
5
Recommendation
Plan on building a team consisting of students in the next 5 year
who can carry out reportin in future plans
Extending time period of getting ratings
Rru can focus on increasing their social media advocation of
their sustainability practice
ROBIN
6
Buil
Extending period
Keep focus on rating systems in long run
Action plan
BRITTANY

6. 7
Assess the requirements
Start with easiest points
Increase social media advocacy
Build a strong team
Look at costs
Summary of key points
MITCH
8
Why?
Alternatives
Recommendation & action plan
Reference list
Crommelin, S. (2019, September 26). UCSB Continues to
Perform Well on 2019 Sustainable Campus Index Metrics.

7. Retrieved from Daily Nexus: http://dailynexus.com/2019-09-
26/ucsb-continues-to-perform- well-on-2019-sustainable-
campus-index-metrics/
Cole, L. (2003). Assessing Sustainability on Canadian
University Campuses: Development of a Campus
Sustainability Assessment Framework. Retrieved from
http://neumann.hec.ca/humaniterre/campus_durable/campu
s_memoire.pdf
Bond, A., Morrison-Saunders, A., & Pope, J. (2012).
Sustainability assessment: the state of the art. Retrieved
from
https://www.tandfonline.com/doi/pdf/10.1080/14615517.2012.6
61974?needAccess=true
Carwein, C. (2019, septebmer 25). ECU has improved their
sustainability efforts. Retrieved from
http://www.theeastcarolinian.com/opinion/article_8715682
a-dfec-11e9-9bd2-eb9f61d6b7b6.html
Torabian, J. (2018) Are global rankings relevant to sustainable
development? Retrieved from
https://www.universityworldnews.com/post.php?story=201
8112405120622
Leinaweaver, J. (2015) Is corporate sustainability reporting a
great waste of time? Retrieved from
https://www.theguardian.com/sustainable-
business/2015/jan/06/corporate-sustainability-reporting- waste-
time
Cubas-Diaz, M. & Sedano, M.A.M. (2018) Do credit ratings
take into account sustainable performance of a company?
Sustainability. Switzerland: MDPI AG
Young, S.T. & Dhanda K.K. (2013) Transparent reporting,
measurement and standards. Sustainability Essentials For
Business. Thousand Oaks, CA: Sage publications, Inc.

8. Reference list
Clay, J. (2012, December 14). A Hard Look at Sustainability
Certifications. Retrieved from
https://www.worldwildlife.org/stories/a-hard-look-at-
sustainability-certifications.
How to Get Certified as a Green Business (And Why It's Good
to Do So). (2018, August 16). Retrieved from
https://www.cultivatingcapital.com/green-business-
program/.
Lidstone, L., Wright, T., & Sherren, K. (2014). An analysis of
Canadian STARS-rated higher education sustainability
policies. Environment, Development and Sustainability, 17(2),
259–278.
Urbanski, M., & Filho, W. L. (2014). Measuring sustainability
at universities by means of the Sustainability Tracking,
Assessment and Rating System (STARS): early findings from
STARS data. Environment, Development and
Sustainability, 17(2), 209–220.
University of New Hampshire Sustainability Institute (2018).
Pathway to platinum. Retrieved from
https://sustainableunh.unh.edu/unh-pathway-platinum-
report
Please choose a product. In 1-2 pages, profile the target
market(s) for your product. Discuss how
the company that makes your product probably segments the
market, and what characteristics

9. describe the target market(s) for your product.
You should include characteristics such as:
– be specific! Not “old”
or “young” but “18-24” or
“Generation Y.” Do not tell me “everyone.”
– think about not only country or region,
but urban/suburban/rural, or if
your product appeals to a particular local market. Do not be
generic. Do not say
“everywhere.”
– this will probably be the richest and longest
portion of your profile and
could be directly linked to one of the two above.
Make sure that your target market profile explicitly describes
how the characteristics that you
have listed translate into differences in buyer behavior and
needs, wants, and preferences. What
specific buying or consumption behaviors do your target
market(s) exhibit? What specific needs
and wants do they have? Are they defined in part by when,
where, why, or how they purchase or

10. use your product?
If you would like to write your profile as bullet points instead
of paragraphs, that is fine. Be sure
you have answered all parts to the assignment.