Communicating Value Slide 1Title: Communicating Value Case Study Slide 2Title: Objectives Empathize and practicecollaboration techniques through a scenario-based case study on strategic marketing planning -- including determining need, SWOT analysis and segmentation activities.Slide 3Title: Two-Scenario Challenge Voice Over: In this two-scenario challenge, you will first play the role of a marketing manager at Lenovo Corporation in creating a marketing strategy to increase its share in the laptop market. Then, you will play the role of a strategic marketing executive presenting to the research and development teams at Lenovo. You will use empathy and collaboration to communicate the essentials for the next laptop products which will compete in the 18-25-year-old target market. On screen: This two-scenario challenge will enable you to: · Understand the role of a marketing manager at Lenovo Corporation who is tasked with creating a marketing strategy to increase the company’s share in the laptop market. · Explore the role of a strategic marketing executive presenting to the research and development teams at Lenovo. · Practice empathy and collaboration to communicate the essentials for the next laptop products that will compete in the 18-to-25-year-old target market.Slide 4Title: The Marketing Strategy Lenovo Corporation sells laptop computers. At this time, your major competitors in the laptop market are Apple and Microsoft computers. Lenovo's wishes to further penetrate the consumer laptop market and the 18- to 25-year-old demographic. You have been hired as a marketing manager at Lenovo Corporation and need to come up with a market strategy to increase Lenovo's market share in the consumer laptop market for the 18 to 25-year-old demographic. Slide 5Title: The Lenovo Landscape What hurdles (external, internal) would Lenovo potentially face as it attempts to penetrate this demographic? [Response]Slide 6Title: The Lenovo Landscape Feedback Potential internal factors include R&D, supply chain, and newer technology channels to reach the target market. Potential external factors are major competition, such as Apple and Microsoft. Slide 7Title: How Consumers Make Decisions Decisions are controlled by internal and external factors. Internal factors can be demographics such as age, education, income, etc. External factors include technology, and political and economic forces. Slide 8Title: Your Approach – Consumer Needs How will you begin to identify the needs of the 18-25-year-old customers in the laptop market? List 2-3 activities you might engage in to begin to identify your consumers’ needs. Answer field Slide 9Title: Your Approach – Consumer Needs Feedback Potential activities include: · Research your target market with existing market research. You can also conduct your own market research. · Analyze and monitor social media - both your competitors’ and your own. · Invite target customers to give input on existing and new ...

1. Communicating Value
Slide 1Title: Communicating Value Case Study
Slide 2Title: Objectives
Empathize and practicecollaboration techniques through a
scenario-based case study on strategic marketing planning --
including determining need, SWOT analysis and segmentation
activities.Slide 3Title: Two-Scenario Challenge
Voice Over: In this two-scenario challenge, you will first play
the role of a marketing manager at Lenovo Corporation in
creating a marketing strategy to increase its share in the laptop
market.
Then, you will play the role of a strategic marketing executive
presenting to the research and development teams at Lenovo.
You will use empathy and collaboration to communicate the
essentials for the next laptop products which will compete in
the 18-25-year-old target market.
On screen:
This two-scenario challenge will enable you to:
· Understand the role of a marketing manager at Lenovo
Corporation who is tasked with creating a marketing strategy to
increase the company’s share in the laptop market.
· Explore the role of a strategic marketing executive presenting
to the research and development teams at Lenovo.
· Practice empathy and collaboration to communicate the
essentials for the next laptop products that will compete in the
18-to-25-year-old target market.Slide 4Title: The Marketing
Strategy
Lenovo Corporation sells laptop computers. At this time, your
major competitors in the laptop market are Apple and Microsoft
computers. Lenovo's wishes to further penetrate the consumer
laptop market and the 18- to 25-year-old demographic.

2. You have been hired as a marketing manager at Lenovo
Corporation and need to come up with a market strategy to
increase Lenovo's market share in the consumer laptop market
for the 18 to 25-year-old demographic. Slide 5Title: The Lenovo
Landscape
What hurdles (external, internal) would Lenovo potentially face
as it attempts to penetrate this demographic?
[Response]Slide 6Title: The Lenovo Landscape
Feedback
Potential internal factors include R&D, supply chain, and new er
technology channels to reach the target market. Potential
external factors are major competition, such as Apple and
Microsoft.
Slide 7Title: How Consumers Make Decisions
Decisions are controlled by internal and external factors.
Internal factors can be demographics such as age, education,
income, etc. External factors include technology, and political
and economic forces.
Slide 8Title: Your Approach – Consumer Needs
How will you begin to identify the needs of the 18-25-year-old
customers in the laptop market? List 2-3 activities you might
engage in to begin to identify your consumers’ needs.
Answer field
Slide 9Title: Your Approach – Consumer Needs
Feedback
Potential activities include:
· Research your target market with existing market research.
You can also conduct your own market research.

3. · Analyze and monitor social media - both your competitors’
and your own.
· Invite target customers to give input on existing and new
products.
· Conduct focus group research about their laptop needs and
preferences.
Slide 10Title: Your approach - Positioning Lenovo
Oftentimes, strategic marketing involves dividing a market
(called segmentation) and targeting marketing efforts to
increase penetration into this market.
Also, positioning means to communicate value to a given
market segment through one or more of the 4P's in the
Marketing Mix. Companies use positioning strategies to target
specific markets.Slide 11Title: Cross-Team Collaboration
The development teams at Lenovo are researching ways that
they can best the competition in the laptop market for college
students. As the strategy marketing executive, you've been
asked to give input into their next R & D kickoff meeting. It is
the first time that the Lenovo laptop development teams have
worked in person with marketing executive. Usually strategic
marketing plans are communicated through many channels
within the company.
Slide 12Title: Cross-Team Collaboration
The project’s success hinges on effective cross-team
collaboration.
Cross-team collaboration can be fostered in a number of ways,
including:
· Co-creating key performance indicators. What does success
look like to the team?
· Agreeing on a centralized communication method and
adopting communication protocols.

4. · Agreeing on who is responsible for what.
· Leveraging technology to make it easier to collaborate, such
as using conferencing and communication tools.
· Promoting innovation and freethinking.
Slide 13Title: Your Approach
You have determined the best marketing strategy with this
demographic is an empathetic approach to customers
recognizing the unique needs they face as they lead busy lives
working, going to school, as well as receiving entertainment and
socializing through various media devices.
You are asking the R&D team to focus on incorporating features
that appeal to the customer based on previous market research
strategies discussed above. What are some features the target
demographic of 18–25 years may find appealing?
[Response]
Slide 14Title: Your Approach
Feedback
The demographic will be comprised of a mix of educational and
occupational backgrounds, with some in undergraduate and
graduate education programs, and others serving in young
professional roles (or both working and in school). They are
likely to want the following features:
· Smaller profile, slim build, and lightweight.
· Energy efficient with long battery life.
· Integrated communication features (such as a webcam).
· High resolution screen.
· Powerful enough to be used for multimedia and gaming.Slide
15Title: Your Approach
How might these features be communicated to customers?
[Response]Slide 16

5. Feedback
This can be done in a number of ways:
· The target group responds well to brand ambassadors and
influencers.
· On-campus visits bring the product to the target group.
· Social media is a strong medium of communication for the
target group and is an asset in market research, as well as
soliciting feedback.
· Similarly, online marketing campaigns and online shopping
experiences/promotions are important to this demographic.
· Branding and building loyalty must be considered.Slide
17Title: Final Submission
Return to your course in Blackboard where you will prepare a
reflection post. Include responses to the questions below.
Based on what you learned, how will you facilitate cross-team
collaboration between the marketing management function and
R&D teams at Lenovo? How would you measure the success of
the team?
Discussion 1
How Do You Feel About Conflict?
Reactions to conflict are as varied as the number of people
involved in conflict. Several things influence how we view
conflict, and not all of them are consistently addressed in the
conflict literature, though many are. As you respond to the
following questions, think about how much power you had in a
previous conflict situation. Does your attitude change based on
whether you are the person with more or less power in a conflict
situation?
Another strong influence on conflict is how we view the person
or persons with whom we are engaging in conflict. The more we
like them, the more likely we are to work toward a win-win or

6. favorable solution for both of us. On the other hand, the less we
admire the person with whom we have conflict, the more apt we
are to try to push our solution(s) onto them. How is this true for
you?
Which is stronger in guiding your approach to conflict—the
desire to be right, or the desire to maintain good relationships?
What about a conflict situation might change this preference?
When is winning more important than coming up with the best
solution possible? How do you enter conflict differently when
you initiate it versus when someone else initiates it with you?
Think about how all of these things influence you as you enter
into a conflict situation.
To prepare for this Discussion, pay particular attention to the
following Learning Resources:
· Review this week’s Learning Resources, especially:
· Communication in Conflict -
https://www.youtube.com/watch?v=VZ922fHMu9c
· Managing Conflict Through Communication -
https://www.youtube.com/watch?v=1l1ZTdcT-jI
Assignment –
Respond to at least two of your peers' postings in one or more
of the following ways:
· As you read your peers’ responses, what things would invite
you to engage more in conflict with them? What things would
discourage you from engaging in conflict with them?
· Think about your responses and compare those to a peer’s
response. Has your definition of conflict shifted as a result of
this week's materials and discussions with your peers? Why or
why not?
· No plagiarism
· APA citing
1st Colleague -Natasha Mills
Natasha Mills
How Do You Feel About Conflict?

7. Top of Form
The top five words that come to mind when I think of the word
conflict include parties, issue, disagreement, differences, and
situation. Based on these five words, my definition of conflict is
that it is a situation where two or more parties disagree on an
issue due to the differences in their perceptions about it. This
definition fits closely and relates to the definition discussed in
the text because of the similarity in some of the words used in
the provided definition. The similar words include problem,
situation, differences, and parties. The only variation between
my definition of conflict and the definition in the text is the
text’s mention of outcomes or ends, as well as resolutions (Cahn
& Abigail, 2014). However, it is still possible to get a good
grasp of what conflict is from either definition.
I view organizational conflict more negatively than positively.
Cahn & Abigail (2014) reiterate that interpersonal conflict
occurs between people with a preexisting interpersonal
relationship that they would want to continue. This puts a risk
on the interpersonal relationships between the conflicting
individuals, particularly when the conflict is not treated with a
sense of urgency, a factor referred to as destructive conflict.
“Mismanaged conflicts could adversely affect relationships,
meaning that conflicts can make people feel uncomfortable
when together, dissatisfied with their partners, and lead them to
desire change” (Cahn & Abigail, 2014, p.5). Conflict is more
destructive in an organizational context. This is because it has
the potential to lead to an increase in the number of people
involved, number of issues, intensity of negative feelings, and
costs.
The outcomes identified above far outweigh the positive side of
conflict involving the use of the conflict event as an opportunity
to improve relationships (Cahn & Abigail, 2014). In simple
terms, conflict is only positive when it is managed effectively.
However, even when the conflict is managed effectively, people
end up wasting a lot of time and resources in the process. "They

8. must take time out of their busy schedules, pay attention to
matters they may consider unimportant, perhaps spend money
and allocate often‐ limited resources, and listen to people they
would like to ignore” (Cahn & Abigail, 2014, p.2). Therefore,
my view of conflict is more negative than positive.
Conflict is inevitable and a part of all relationships (Cahn &
Abigail, 2014). I know that conflict is an opportunity to engage
more with people when its resolution has the potential to repair
and strengthen the relationship at stake. In many cases, people
with interpersonal relationships shelve issues until a conflict
occurs for them to address the issues. Therefore, the conflict
event can be an opportunity to address those shelved issues,
leading to a stronger relationship. Such a situation presents an
opportunity to engage more with people during a conflict.
On the other hand, some conflict situations present an
opportunity to disengage from people. I know that it is an
opportunity to disengage from people when approaching the
conflict could lead to its escalation and cause more adverse
implications to the interpersonal relationship at stake. Effective
management of conflict requires that one recognizes the risks
involved (Cahn & Abigail, 2014). When the risks are more that
the positives of embracing the conflict as an opportunity, it is
more advisable to disengage.
Cahn, D. D., & Abigail, R. A. (2014). Managing conflict
through communication (5th ed.). Upper Saddle River, NJ:
Pearson Education.
Bottom of Form
2nd Colleague -Maria Campbell
Maria Campbell
RE: Discussion 1 - Week 1
Top of Form
Conflict occurs for many reasons in our workplace and society.
Reasons for conflict can range from religious beliefs, political,

9. cultural, economic, and values barriers. Conflict can be defined
as a clash between individuals or groups arising out of
differences in thought process, attitudes, understanding,
interests, requirements and even perceptions. Cahn and Abigail
state conflict continues to be one of our “grand challenges” of
our time, occurring because of our deep divisions within out
society that carry over into our interpersonal relationships
(Dudley D. Cahn, 2014). They also define interpersonal conflict
as a problematic situation with the following four unique
characteristics, they are interdependent, incompatible
goals/outcomes, adversely affect relationships, and sense of
urgency for resolution (Dudley D. Cahn, Introduction to the
Stude of Conflict Communication, 2014).
The top five words that I associate workplace interpersonal
conflict are build-up, differences, avoidance, dynamic, and
emotional intelligence (EI). Conflict is usually a result of a
build-up of differences of opinion, values, or perception of
time, rarely are they due to a one time incident. Conflict arises
from differences, both large and small. I see it occurring
whenever people disagree over their values, motivations,
perceptions, ideas, or desires. Sometimes these differences
appear trivial, but when a conflict triggers strong feelings, a
deep personal need is often at the core of the problem. People
who avoid deliberately ignore or withdraw from a conflict
rather than face it. Others may perceive avoiders do not seem to
care about their issue or the issues of others. People who avoid
the situation hope the problem will go away, resolve itself
without their involvement or rely on others to take the
responsibility. I see a conflict as dynamic and changing, not just
a linear progression towards winning or losing. Different factors
can come into play that push conflicting parties towards the
resolution or prolong the event. Conflict can be anything from a
single behavior by another person which is upsetting or
frustrating, a long-standing set of issues between people, a
difference of opinion about strategy or tactics in the

10. accomplishment of some business goal, etc. Many times, our
first reaction to any situation is generally emotional. In times of
conflict, this emotional reaction can take over and control the
conflict process. There is an instinctive "fight or flight"
physical response to our escalating stress. Our EI describes our
ability to understand ours and other’s emotions and recognize
those emotions as they surface and how we deal with them. EI is
a personal attribute that is very useful in easing conflict.
I view conflict as inevitable and see it as an opportunity for
positive engagement and furthering my understanding of others.
Conflict should be accepted as a fact of life (Dudley D. Cahn,
Introduction to the Study of Conflict Communication, 2014).
This does not equate to my agreeing with their ideas, values,
perception, etc. but it does allow me to approach conflict from a
neutral point rather from an extreme. My definition of conflict
as remained steadfast as a result of reading this week’s
materials. Dr. Robert Barner and Ms. Dana Tinkle during this
weeks Laureate video has highlighted my beliefs that open
communication is essential for conflict resolution (Education,
2012). I believe many of Cahn and Abigails insights align with
mine and where they do not I feel a bridge can be built to
further our conversations toward positive resolution.
References
Dudley D. Cahn, R. A. (2014). Introduction to the Stude of
Conflict Communication. In R. A. Dudley D. Cahn, Managing
Conflict through Communication (p. 3). Boston: Pearson
Education, Inc.
Dudley D. Cahn, R. A. (2014). Introduction to the Study of
Conflict Communication. In R. A. Dudley D. Cahn, Managing
Conflict through Communication (p. 5). Boston: Pearson
Education, Inc.
Dudley D. Cahn, R. A. (2014). Preface. In R. A. Dudley D.
Cahn, Managing Conflict through Communication. Boston:
Pearson Education, Inc.
Education, L. (2012). Elements of Conflict Resolution

11. [Recorded by D. R. Tinkle]. Balitmore, MD.
Bottom of Form