Assignment: Product Offerings
Write an analysis that compares the integrated marketing strategies of REI with those of a competitor company. There is no page limit for this assessment.
The focus of a marketing program is on summarizing the essence of the product or service through an integrated marketing effort. An integrated effort includes a thorough analysis of the company, the competition, and the customer requirements. The product line management uses design, product positioning, and other elements to present a unique set of values in the customer's mind, either carving out a niche or maintaining market share leadership over competitive products.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
• Competency 1: Examine the basic marketing models for a business or organization.
o Compare product strategies of different companies with the same product category.
o Compare distribution strategies of different companies with the same product category.
o Compare price strategies of different companies with the same product category.
o Compare promotion strategies of different companies with the same product category.
• Competency 2: Relate the importance of an integrated marketing program to the economic impact of a business.
o Assess how an integrated marketing program contributes to a company's economic success.
o Assess how an integrated marketing program of a competitor company contributes to the competitor's economic success.
Questions to consider
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community.
In the case of REI, consider which products are purchased from manufacturers and which carry the REI label and design.
• Which products are intended for general consumers?
• Which are intended for professional climbers and expeditions?
Instructions
Case studies are a very effective way of applying business concepts to a real-world situation and that approach will be used for this activity. For this assessment, consider that you work as a marketing analyst for a consulting firm and that your manager asked you to develop a case study for the executive team of the organization in the case. That executive team will use your analysis and recommendations in their business planning.
For this assessment, return to the REI case study. Choose a product category offered by REI and research the REI product line for this product. Select an REI competitor and research its product line for the same category. Focus on how each company approaches its marketing matrix according to the 4 P's (product, price, place, and promotion).
Based on your research, write an analysis that addresses the following:
• Compares product strategies of different companies with the same product category and evaluates their relative effectiveness.
• Compares the integrated marketing strategies of REI with those of the competitor company for the product category you chose and evaluates their relative effectiveness. In your comparison, be sure to include:
o Product strategies (features and benefits).
o Place strategies (distribution of products and services).
o Pricing strategies.
o Promotion strategies.
Assesses how each company's integrated marketing strategy might affect its economic success and identifies opportunities for improvements to the marketing programs that could improve each company's economic success.
Based on your executive audience, your case study should be well organized and written in clear, succinct language. Follow APA rules for attributing sources that support your analysis and conclusions.
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 includes 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.
Attachment:- Questions-to-Consider.rar