Assignment
Textbook: Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.) [VitalSource Bookshelf version]. Upper Saddle River, NJ: Pearson.
Discussion
Think of a brand that you believe connects well with its customers and communicates the value proposition effectively through a variety of venues. Explain your rationale with a detailed look at the customer value proposition and the marketing strategies used. Differentiate this from what the competitors are doing. Please select a brand not already brought forward by your fellow students.
Case Study
Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.
Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.
Option 1: Microsoft (pp. 94-95)
1. Evaluate Microsoft's product and marketing evolution over the years. What has the company done well, and where did it falter?
2. Through the application of a political, economic, social, and technological (PEST) analysis, what are the current environmental factors impacting Microsoft?
3. Who are the top three competitors of Microsoft, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
4. Evaluate Microsoft's recent expansions into areas such as search engines and smartphones. Do you think these are good areas of growth for Microsoft with a focus on customer value, satisfaction, and loyalty?
Option 2: Tesco (pp.154-155)
1. Evaluate Tesco brand's product and marketing evolution over the years. What's most important to the Tesco brand with respect to changes in how consumers shop for grocery products?
2. Through the application of a PEST analysis, what are the current environmental factors impacting Tesco?
3. Who are the top three competitors of Tesco, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
4. How will Tesco grow without losing focus on its core customer as they look to maintain customer value, satisfaction, and loyalty?
Option 3: IKEA (pp.185-186)
1. Evaluate IKEA's business model concept and how it has evolved through the years. It has been stated that they have essentially changed the way people shop for furniture. What are the pros and cons of this type of strategy for IKEA?
2. Through the application of a PEST analysis, what are the current environmental factors impacting IKEA?
3. Who are the top three competitors of IKEA, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
4. As IKEA looks to maintain markets in the United States as well as expand to areas such as Asia and India, what would you recommend to maintain customer value, satisfaction, and loyalty?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.