Case Study Analysis Paper Directions.
Upon assignment of the Case Study Analysis Paper, students will select a business-to-business company or product of their choice to focus the development of a b2b marketing plan.
After selection of a product/company, students will write an 10-12 page paper from the perspective of the marketer. This paper will attempt to engineer a comprehensive marketing campaign based on knowledge garnered in class, through research, and from the textbook.
The paper should include the following elements:
An executive summary to include product background information; how and why you selected the product, its functions, and an abstract of the marketing campaign you have constructed. Be sure to research your selected company/product to include current company positioning and messaging.
An analysis of how each of the "4P's" are being considered/utilized in the marketing campaign. Be sure to include at least two recommended changes or adjustments you would suggest.
A situation analysis to include:
• Company SWOT analysis.
• Competitive SWOT analysis
o Provide both a SWOT chart and a written analysis of each strength, weakness, opportunity, or threat.
A market segment chart of the product to include:
• Target markets/accounts
• Target buyers, users, and influencers
A perceptual map of the product compared to at least three other competitors
Selection of four mediums/platforms that could be used to market the product/organization to another organization with an explanation of why those mediums/platforms would be effective. Don't forget about suggested leads by source.
A draft of new production positioning messaging based on the four mediums/platforms suggested above. To include:
• Features
• Advantages
• Benefits
• Differentiators
• Unique selling propositions
• A goal and vision statement for the marketing campaign
A draft of a marketing plan using the four mediums suggested above for a roll-out over a 1-year period at a cost of no more than $1million. (2 points)
A conclusion which identifies your belief relating to the success or failure of the campaign and why. (2 points)
Content clarity, standard MLA or APA format, 8-10 pages in length, proper citations where necessary, proofread for grammar and spelling errors (2 points).