Marketing Paper:
You have been hired by this organization in the role of business consultants. Your role is to review their marketing strategy (target market and marketing mix) of this product or service and make recommendations to the company about what is effective and what can be improved.
Part I section (12-15 pages 1.5 spacing) will discuss the various areas listed below (a-d). Do not just copy and paste from the company materials. Include some quotes, but also summarize their strategy in your own words.
Part 1 Section: Core concepts from class
a) Company Scan (Alex)
– Describe the company/organization in terms of history and size (people and revenues)
– What is the organization’s mission, vision and slogan?
– What products and services does it offer?
– What external environment does the company face as a whole (choose a minimum of 4 factors to discuss that directly affect your company including social, demographic, cultural, technological, economic, political, legal and competitive)
b) Products/Services (Alex)
– What product/service are you focusing on?
– What is the need or want this product/service fulfills?
– What stage of the life cycle is your product or service currently in?
– Conduct a SWOT analysis of the product or service.
– Pick 2 key attributes of the product/service (for example, value, quality, status) and complete a positioning grid of those two attributes that includes your selected product/service and 3-5 of its closest competitors.
Explain briefly what the grid tells you about how the product or service is positioned vis-à-vis its competitors in the market.
c) Target Market (Amos, 2 pages)
– Is the product/service in the business or consumer market, or both?
– Break down and describe your target market by segments (demographics and lifestyle).
d) Distribution (Amos)
– How is the product/service sold (direct or intermediaries) and is more than one channel used? Include their internet strategy.
– What is the level of intensity? (intensive, selective, exclusive).
e) Pricing Strategy (Janessa)
a. What pricing objective do you believe the company is using for this product or service?
b. Describe the pricing strategy used for this product or service and how does it compare to its closest competitors? Where is this product or service in the product life cycle?
c. What pricing tactics (such as odd-even pricing or bundling) does the company use to make this product or service even more attractive?
f) Promotion (Janessa)
– How is the product or service promoted? Include:
o advertising,
o personal selling,
o sales promotion; and
o publicity and/or public relations.