California State University, Fullerton Projects - Ryan Mu
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California State University, Fullerton Projects
Market Research: Barnes & Noble Business Analysis
Utilized primary research through SurveyMonkey, secondary research, and IBM SPSS Statistics to conduct
business analysis on Barnes & Noble and provide suggestions for decline in business
Business Situation
My group was tasked with conducting research on a well-known company and how to improve their
profitability based on today’s economic and technological environment. The company we chose was Barnes &
Noble due to the fact that although it is one of the largest bookstore retailers in the United States, they
continue to face decreasing profits with new technology and competitors entering the market. Our research
was specifically centered around brick-and-mortar retail stores selling traditional books versus consumer
trends shifting to eBooks and audiobooks.
Marketing Objective/Methodology
Our group’s objective was to create a solution on Barnes & Noble could stay relevant with its traditional brick-
and-mortar model in today’s environment filled with innovative reading technology and arising competitors
with better pricing models. Our methodology to finding solutions included a brainstorm session to understand
the exact scope of the project along with several working sessions to discuss how we will conduct our primary
research to collect quantitative and qualitative data. We decided to use SurveyMonkey as our survey platform
to gather data and pairing it with our secondary research based on several reliable databases our teacher
suggested. Finally, we analyzed the data through IBM SPSS and created recommendations based on consumer
trends we found related to what consumers prefer and how it could match to Barnes & Noble’s capabilities.
Timing/Results
The overall setup of our research methodology and survey was more comprehensive compared to other
groups in the class. Our team met every project milestone and received over 100 responses, which gave us a
reliable amount of data to work with while avoiding bias. Through this project, I gained insight on how market
research is conducted along with how important applications like IBM SPSS is used in the real-world.
In regards to results, we concluded several things that would help Barnes & Noble increase their profitability:
• Traditional books are favored compared to new technology like eBooks
o Based on our primary research, people enjoyed traditional books based on comfortability,
reduced eye strain, and sentimental value
o The only reasons people generally favored eBooks were cost and transportability
• Demographics regarding age and book genre are key indicators
o Target demographic ranges from 18 to 35 year-olds with a household income over $50,000
o Based on genres, they should specifically focus on in the Crime, Romance, and Thriller
categories when incorporating their advertising and product discounts
• Selling eBooks are more important than pushing subscriptions
o eBook subscription services have an insignificant effect on eBook sales due to an unprofitable
payout model that account for 9.4% of total revenueCalifornia State University, Fullerton Projects Marketing Plan: Planned Parenthood Created marketing plan with budget restrictions for a non-profit organization, Planned Parenthood, focused around enhancing brand perception by advertising at a popular music festival Business Situation My group was tasked with developing a team marketing plan for a nonprofit organization. The company we chose was Planned Parenthood because it is a long-standing nonprofit that is nationally recognized, yet highly controversial with its service offerings. Planned Parenthood operates approximately 600 clinics nationwide with over 9.7 million services conducted such as birth control, STI testing and treatment, abortion, cancer tests, and hormone replacement therapy. Marketing Objective/Methodology Our group’s objective was to construct a marketing plan that would help remove the stigma of Planned Parenthood solely acting as an abortion clinic through hosting an informational event. We would advertise the organization as a center that “provides comprehensive reproductive and complementary health care services in settings which preserve and protect the essential privacy and rights of each individual” via their mission. As the co-leader, I gathered the working group of 6 together for a kick-off meeting to create a concise outline of the project and brainstorm ways to enhance brand perception. We decided it would be best to host a booth at Coachella Music Festival 2020 that would offer free water, contraception options, and employees who would assist with a portal set-up. The popular music festival would build positive brand perception amongst a younger demographic, as individuals between the ages of 15 to 24 account for 50% of all new STDs with 20 million new cases appearing annually according to the Center for Disease Control. Furthermore, we felt Coachella would agree to partner with us following a news controversy involving many of the attendees being diagnosed with Herpes after the festival in 2019. After setting the plan and determining the event’s cost, we created a viable budget along with a visual chart showing how many festival attendees would need to donate to break-even. Our key performance indicators for the project involved Planned Parenthood portal sign-ups along with tracking social media activity. Timing/Results Our group was able to meet every project milestone listed in the class schedule for 2 months and we presented our findings via a 60-minute oral presentation with a Q&A session along with a 20-page write-up. Although there was initial push-back because of the topic, our teacher and class generally enjoyed the project presentation and agreed with our marketing plan, offering suggestions to improve it. Interestingly enough, the class was tasked with grading each member of the group individually based on presentation skills and I was rated as one of the top speakers of my group due to my poise and ability to answer questions clearly. Through this project, I learned how to construct a marketing plan from scratch while incorporating a real- world budget and break-even analysis to support my solutions.
Appendix: Bachelor of Arts Degree
Appendix: University Unofficial Transcript
Audited
Unofficial Undergraduate Academic Record
Degree Awarded:
Bachelor of Arts
Honors: Cum Laude
Major: Business Administration (Joint concentration
in Marketing and Information Systems)
Degree Conferred: 05/24/2019
Fall Semester 2015 (Freshman)
Transfer Credit Accepted GPA-Units Grade-Points
Advanced Placement
English Literature & 6.0
Statistics 3.0
Term Transfer Total 9.0 0.0 0.0
Admitted To:
Bachelor of Arts
Preparation: Pre-Business
Dept/No Course Title Unts GR GP Footnotes
ART 101 Introduction to Art 3.0 A 12.0
ECON 201 Principles Microeconomics 3.0 A- 11.1
HCOM 102 Public Speaking 3.0 A- 11.1
MATH 135 Business Calculus 3.0 B 9.0
Enrollment Dates: Aug 22, 2015 to Dec 11, 2015
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 12.00 12.00 12.00 43.20 3.60 3.60
CSUF 12.00 12.00 12.00 43.20 3.60 3.60
Total 21.00 21.00 12.00 43.20 3.60 3.60
Honor/Award: Dean's List
Spring Semester 2016 (Freshman)
Dept/No Course Title Unts GR GP Footnotes
ECON 202 Principles Macroeconomics 3.0 B+ 9.9
PHYS 101 Survey of Physics 3.0 A 12.0
PHYS 101L Survey of Physics Lab 1.0 A 4.0
POSC 100 American Government 3.0 A+ 12.0
PSYC 110 Critical Thinkng in Psych 3.0 A- 11.1
Enrollment Dates: Jan 23, 2016 to May 13, 2016
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 13.00 13.00 13.00 49.00 3.77 3.77
CSUF 25.00 25.00 25.00 92.20 3.69 3.69
Total 34.00 34.00 25.00 92.20 3.69 3.69
Honor/Award: Dean's ListSummer Session 2016 (Sophomore)
Dept/No Course Title Unts GR GP Footnotes
HIST 110A World Civilization to 16c 3.0 A 12.0
Session Dates: Jul 05, 2016 to Aug 05, 2016
MGMT 246 Bus & Its Legal Environ 3.0 B 9.0
Session Dates: Jul 05, 2016 to Aug 05, 2016
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 6.00 6.00 6.00 21.00 3.50 3.50
CSUF 31.00 31.00 31.00 113.20 3.65 3.65
Total 40.00 40.00 31.00 113.20 3.65 3.65
Fall Semester 2016 (Sophomore)
Dept/No Course Title Unts GR GP Footnotes
ACCT 201A Financial Accounting 3.0 A- 11.1
BIOL 101 Elements of Biology 3.0 A 12.0
BUAD 201 Business Writing 3.0 B 9.0
HIST 110B World Civ Since the 16c 3.0 A- 11.1
Enrollment Dates: Aug 20, 2016 to Dec 09, 2016
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 12.00 12.00 12.00 43.20 3.60 3.60
CSUF 43.00 43.00 43.00 156.40 3.64 3.64
Total 52.00 52.00 43.00 156.40 3.64 3.64
Honor/Award: Dean's List
Spring Semester 2017 (Sophomore)
Dept/No Course Title Unts GR GP Footnotes
ACCT 201B Managerial Accounting 3.0 A- 11.1
BUAD 301 Adv Business Communicatio 3.0 A 12.0
ISDS 361A Business Analytics I 3.0 A 12.0
MKTG 351 Principles of Marketing 3.0 B 9.0
Enrollment Dates: Jan 21, 2017 to May 12, 2017
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 12.00 12.00 12.00 44.10 3.68 3.68
CSUF 55.00 55.00 55.00 200.50 3.65 3.65
Total 64.00 64.00 55.00 200.50 3.65 3.65
Honor/Award: Dean's List
Summer Session 2017 (Junior)
Changed To:
Major: Business Administration (Joint concentration
in Marketing and Information Systems)
Dept/No Course Title Unts GR GP Footnotes
ANTH 342 Anthropology and Health 3.0 A 12.0
Session Dates: May 30, 2017 to Jun 30, 2017
MGMT 339 Managing Operations 3.0 B+ 9.9
Session Dates: May 30, 2017 to Jun 30, 2017
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 6.00 6.00 6.00 21.90 3.65 3.65
CSUF 61.00 61.00 61.00 222.40 3.65 3.65
Total 70.00 70.00 61.00 222.40 3.65 3.65Fall Semester 2017 (Junior)
Dept/No Course Title Unts GR GP Footnotes
AMST 201 Intro to American Studies 3.0 A 12.0
ANTH 304 Trad Cultures of World 3.0 A- 11.1
ECON 315 Intermed Bus Microecon 3.0 B 9.0
ISDS 361B Business Analytics II 3.0 B 9.0
MGMT 340 Organizational Behavior 3.0 B+ 9.9
Enrollment Dates: Aug 19, 2017 to Dec 08, 2017
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 15.00 15.00 15.00 51.00 3.40 3.40
CSUF 76.00 76.00 76.00 273.40 3.60 3.60
Total 85.00 85.00 76.00 273.40 3.60 3.60
Spring Semester 2018 (Junior)
Dept/No Course Title Unts GR GP Footnotes
ECON 335 The International Economy 3.0 A 12.0
FIN 320 Financial Management I 3.0 A- 11.1
ISDS 351 Principles of Info System 3.0 A+ 12.0
MKTG 425 Retail Marketing Strategy 3.0 B 9.0
Enrollment Dates: Jan 20, 2018 to May 11, 2018
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 12.00 12.00 12.00 44.10 3.68 3.68
CSUF 88.00 88.00 88.00 317.50 3.61 3.61
Total 97.00 97.00 88.00 317.50 3.61 3.61
Honor/Award: Dean's List
Summer Session 2018 (Senior)
Dept/No Course Title Unts GR GP Footnotes
ISDS 402 Database Management Syste 3.0 A- 11.1
Session Dates: May 29, 2018 to Jun 29, 2018
MKTG 353 Marketing Info Technology 3.0 B+ 9.9
Session Dates: May 29, 2018 to Jun 29, 2018
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 6.00 6.00 6.00 21.00 3.50 3.50
CSUF 94.00 94.00 94.00 338.50 3.60 3.60
Total 103.00 103.00 94.00 338.50 3.60 3.60
Fall Semester 2018 (Senior)
Dept/No Course Title Unts GR GP Footnotes
ISDS 406 Systems Analysis and Desi 3.0 A- 11.1
MGMT 449 Seminar in Strategic Mgt 3.0 B+ 9.9
MKTG 379 Marketing Resrch Methods 3.0 A 12.0
Enrollment Dates: Aug 25, 2018 to Dec 14, 2018
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 9.00 9.00 9.00 33.00 3.67 3.67
CSUF 103.00 103.00 103.00 371.50 3.61 3.61
Total 112.00 112.00 103.00 371.50 3.61 3.61
Spring Semester 2019 (Senior)
Dept/No Course Title Unts GR GP Footnotes
ISDS 415 Princpls Business Intelli 3.0 A 12.0
ISDS 435 Integ Enterprise Info Sys 3.0 B+ 9.9
MKTG 489 Developing Mkt Strategies 3.0 A 12.0
Enrollment Dates: Jan 19, 2019 to May 10, 2019Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
Term 9.00 9.00 9.00 33.90 3.77 3.77
CSUF 112.00 112.00 112.00 405.40 3.62 3.62
Total 121.00 121.00 112.00 405.40 3.62 3.62
Undergraduate Statistics
Enrolled Earned GPA-Units GRD-PT Acad-GPA GPA
CSUF 112.00 112.00 112.00 405.40 3.62 3.62
Transfer 9.00 9.00 0.00 0.00 0.00
Total 121.00 121.00 112.00 405.40 3.62 3.62
Repeat info on Titan Online via Withdrawals/Repeats link
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