Tag Archives: situation analysis

We are finally getting flying cars!

The future has finally arrived and science fiction has come true. After years and decades, we’ve been teased about the possibility of flying cars. Is it finally time? Has the car in “Back to the Future” finally been built?  

Kinda. Under experimental status, Alef Aeronautics’ flying car (Model A) now has permission from the Federal Aviation Administration to test its car/plane in the sky/on the road. But, the vehicle also needs to meet National Highway and Traffic Safety Administration standards.  

Model A has been designed to drive on streets and take off vertically to fly above traffic. While not yet available, Interested customers can pre-order their flying cars and be placed in a priority queue for the low fee of $1,500 (the final estimated price is $300,000).  

Model A can be driven on regular roads; it fits into normal driving lanes and even fits into a regular parking space or garage. On the ground, the car has a 200-mile range. When ready to fly, the car takes off vertically, allowing drivers to fly above obstacles yet still remain stable due to a unique gimbaled design. It has no exposed propellers, 110-mile range in the sky, and works similar to a drone (no wings!).  

Alef is not the only company exploring flying cars. Another company, ASKA, also has been cleared by the FAA and has started flight testing. ASKA’s A5 is hybrid with batteries and can use premium gasoline. This vehicle does have wings, six independent rotors, and a parachute. It also have vertical takeoff and landing, and can enter an airfield by driving through the gate. It already has reached $50 million in pre-orders.   Let’s fly away…      

Group Activities and Discussion Questions:

  1. Poll students: What are their thoughts about flying cars? Any interest in owning one?
  2. View Alef Aeronautics site: https://alef.aero/
  3. Play Model A video: https://youtu.be/E5YRh8vLjLU
  4. View ASKA’s site: https://www.askafly.com/
  5. Play ASKA A5 video: https://youtu.be/d7lA3Ibv1MA 
  6. Discuss the components of a situation analysis: company, general industry, trends, key competitors, technology, legal, etc.
  7. Ask students what data they would want in order to make marketing decisions for Model A and ASKA A5.
  8. Divide students into teams. Have each team use laptops to do general research to answer the questions above. (ex: overview of industry, size, growth, new technologies, environmental impact, etc.)
  9. Debrief the exercise by compiling information on the white board. Does this give a good picture of the situation?

Source: The first flying car, ‘Model A,’ approved by the FAA and it’s 100% electric. (3 July 2023) CNN; FAA clears ASKA’s flying car. IEN Staff (June 30,2023).  

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The Changing Face of Takeout Restaurants

America’s biggest chain fast-food restaurants are changing how they operate. Responding to the changing consumer behavior during the pandemic, stores are delivering food, but in a new way. Takeout food is now often ordered ahead via online and apps. To respond to the new ordering process, restaurants are eliminating seats and expanding drive-through service.

For example: A new McDonald’s restaurant in Texas has no seats or tables for customers. Instead, a conveyor belt sends food to drivers who have ordered ahead. And it’s not just McDonald’s, Chipotle Mexican Grill and Taco Bell are also considering new formats including a four-lane drive-through.

Why the new strategy? Building operations around large drive-through and digital orders can reduce staff and make the sites more profitable and efficient. America saw takeout foods rise during the pandemic. In 2022, 85% of all food orders as fast-food locales were taken to-go instead of eaten onsite.

Even Starbucks, long known for being a place to meet and linger, plans to add roughly 400 stores that offer delivery and pickup only. Why? Starbucks cafes are often jammed with orders for pick-up, drive-through, delivery, and in-café, leaving customers unsatisfied with the long lines.

What would you like for dinner tonight?

Group Activities and Discussion Questions:

  1. Discuss the changing takeout habits of the students. What do they like? Dislike?
  2. Poll students: Who has switched to mostly takeout? How do they place orders?
  3. Show video of new McDonald’s: https://youtu.be/S-uAsMf1__E
  4. Discuss the importance of environmental scanning: technology trends, social trends, laws and regulations, competitive trends, and economic trends.
  5. What trends are these restaurants responding to?
  6. Have students outline a promotional plan for communicating the value of the new concepts.
  7. Optional: Have students go to a fast-food restaurant (such as McDonald’s) and observe (a) how people order, and (b) how many people eat at the restaurant (versus leaving with the order).

Source:  Haddon H. (28 January 2023). Americans are gobbling up takeout food. Restaurants bet that won’t change. Wall Street Journal.

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Contagions Apply to Both Sickness and Health

Trends are contagious, both when they are growing as well as when they are declining. Think about it. We see new trends nearly every day, adopt them, but then just as often we quit those trends. This is not just a lone event of one person though. Social networks are strong components in helping us decide what to adopt.

According to research, many health behaviors are fundamentally contagious ideas. Basically, your social network can predict health, weight, and exercise (even stock prices). A timely case that illustrates this movement is Peloton, which reached a high during the pandemic, only to plummet a year later as the pandemic waned.

How do we get ‘infected’ with the contagion? Social networks lead consumers to catch the trend, live with it, and then move on to new trends. During the pandemic, it was all about fitness at home, online training, and connected exercise equipment. We couldn’t go to the gym and many sports were suspended, leading to more investment in home-based fitness. However, now that pandemic restrictions have been removed, we’ve gone back to the gym and sports teams.

Research conducted by the American College of Sports Medicine shows us how trends move in cycles: Pilates, Zumba, Cross Fit, spinning, and boot camps are all examples. Even exercises with staying power, such as yoga and running, move into new variants and practices to survive. Some of the top fitness trends for 2022 include:

  • Wearable technology
  • Home exercise gyms
  • Outdoor activities
  • Strength training with free weights

What trends do you think will stick around?

Group Activities and Discussion Questions:

  1. Divide students into teams. Have each team list past fitness trends they have tried?
  2. What helps a trend stick around?
  3. What leads trends to quickly fade out?
  4. Using Peloton as an example of trends, show video about Peloton’s life cycle: https://www.wsj.com/video/series/wsj-explains/why-peloton-spun-out-what-happened-to-the-bike-and-treadmill-firm/30FEB49E-85EE-4719-9B6D-F7E44D195CE5
  5. View ACSM report on fitness trends: https://journals.lww.com/acsm-healthfitness/Fulltext/2022/01000/Worldwide_Survey_of_Fitness_Trends_for_2022.6.aspx
  6. Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
  7. Divide students into teams. Have each team draw a product life cycle and place various fitness and health trends into each stage.
  8. Next, have students brainstorm on how to reposition or revise products/services to that they can move into an earlier stage of the life cycle.
  9. Have teams draw a product life cycle. Place different fitness and health trends on the PLC.

Source: American College of Sports Medicine (30 December 2021). Wearable tech named top fitness trend for 2022.; Zumbrun, J. (9 September 2022). Both sickness and health, it turns out, are contagious. Wall Street Journal.

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