Marketing
Strategy Assignment
OVERVIEW: The most important responsibility
for any marketer is to drive profitable growth for their company through sound
strategic decisions. According to your textbook, a company’s success is
determined by the ability of its business model to create value in its chosen
market. However, corporate bankruptcies are at an all-time high due to internal
challenges and marketplace shifts (many of these companies were struggling well
before the COVID-19 pandemic). You will
be challenged this semester to put your strategic skillsets to the test. A good
strategy creates value through: specialization, differentiation, segmentation, and
concentration.
FOCUS: Every student will work on
researching a specific company for their assignments. Each student was assigned
a company during the first week of class. You will conduct your research on the
same company to which you were assigned.
MARKETING
STRATEGY RUBRIC
STEP 1:
RESEARCH: You will
need to thoroughly conduct research on your company. Use the list of secondary
resources included in this document to complete this step.
STEP 2:
OUTLINE THE MARKETING STRATEGY FOR YOUR COMPANY: Use the following framework
outlined in Chapter 2 of your textbook to provide this information for your
company. Your marketing strategy should be specific and accurate.
Executive
Summary 5 points (Do not exceed one single-spaced page)
This is
the last part of the paper that you will write, but it will be the first part
of your assignment when you submit it. The purpose of this section is to give
an overview of the entire assignment. Your executive summary conveys the
relevant elements of each section.
Target
Market: 40 Points (At least two single-spaced pages)
•
Company:
Give a company overview and discuss the goals, revenue, sales, history,
strengths, weaknesses, and resources for the company. This is just a short list
of examples of the topics you can discuss. You can use the information from
your previous assignment. However, you might need to add information.
•
Customer:
Discuss the customer needs and ONE of the following customer segmentation
profiles for the company (e.g. demographics, psychographics, geographics,
behavioral).
•
Collaborator:
Discuss at least two partners that co-create value with the company.
•
Competition:
Consider the needs of the customers. What needs are being fulfilled by the
company’s competitors. Competitors can exist in various markets (e.g. Netflix
competes with concerts, beaches, and other streaming services). Discuss at
least one direct and one indirect competitor for the company along with their
competitive advantage.
Market Value
Proposition & Strategy: 15 Points (At least one single-spaced page)
•
Customer
Value: How does the company fulfill the needs of its customers and why do
customers choose the products and services from this company over its
competitors?
•
Collaborator
Value: Who does this company collaborate with and how does the company help
their collaborators and partners achieve their goals?
•
Company
Value: How does the company derive value from its offerings over alternative
products and services?
TACTICS:
30 points (Approximately two single-space pages)
•
Products
and Services: Discuss products and reflect the features and benefits of the
good; can be tangible or intangible.
•
Brand:
Discuss the positioning, Identity, and brand equity: which encompasses
awareness, associations, and consumer loyalty.
•
Price:
Discuss the monetary strategy as compared to the competition (e.g. premium,
value-added, etc.).
•
Incentives:
Discuss the consumer and trade incentives that enhance value (e.g. discounts,
coupons, premiums, employee rewards, etc.)
•
Communication:
Discuss how the company Informs stakeholders of the value. For example,
advertising and social media.
•
Distribution:
Defines the channels used to deliver the offerings; intensive, exclusive, or
selective distribution. Discuss this strategy.
Conclusion: 10 Points (Do not exceed one
single-spaced page)
Identify
two key opportunities for new products and services from the research.
Summarize your overall findings and implications for the company’s marketing
strategy. What are the inferences and the implications for the statistics and
data you have just uncovered? How will
this research inform your Marketing Plan?
STEP
3: WRITE AN EXECUTIVE SUMMARY:
Executive
Summary 5 points (Do not exceed one single-spaced page)
This is
the last part of the paper that you will write, but it will be the first part
of your assignment when you submit it. The purpose of this section is to give
an overview of the entire assignment. Your executive summary conveys the
relevant elements of each section.
MECHANICS & STRUCTURE
Your paper
should be completed using single spaces and a 12-point font in Word. You can
exceed the number of suggested pages. You can submit a pdf file. You should
check your grammar and spelling. Ensure your paper flows from section to
section.
Do not write in the first person. Use proper transitions. Use images
throughout your presentation. Go beyond just providing “sections” of your
strategy and execution. Provide depth with details and specifics. Use your own
inferences, implications, and examples to avoid the data dump. Use proper in-text
citations as well. Your presentation must have a Bibliography.
THE COMPANY WILL BE FENTY BEAUTY BY RIHANNA
SECONDARY RESEARCH SOURCES
Advances
in Consumer Research
Advertising
Age
Adweek
American
Demographics
American
Psychologist
AP
Bloomberg
Business
Wire
Business
Week
Business
Journal
BuzzFeed
Business
Insider
Competitive
Media Reporting
CNBC
CNN
Columbia
Consumption
Markets & Culture
Content
Marketing
Crain’s
Chicago
Consumer
Think.com
The
Drum
Dun’s
Marketing Service (Dun & Bradstreet)
Ebsco
The
Popcorn Report (Faith Popcorn)
Fairchild
Fact Files
Fast
Company
Forrester
Forbes
Fortune
Guardian
Huffington
Post
International
Business Times
International
Daily
Journal
of Advertising
Journal
of Academy of Marketing Science
Journal
of Business Research
Journal
of Consumer Research
Journal
of Marketing
Journal
of Positive Psychology
Journal
of Public Policy
Journal
of Personality & Social Psychology
Kellogg
Marketing
Knowledge
at Wharton
London
Business School
Marketing
Daily
Marketing
Land
Marketing
News
Mashable
Mediamark
Research
Medium
M.I.T.
Sloan Management Review
MSNBC
Nielsen
New
York Daily
New
York Times
Newsweek
NPR
Psychology
& Marketing
Psychological
Review
Psychology
Today
Reddit
Research
in Consumer Behavior
Sales
and Marketing Management Survey of Buying Power
Simmons
Market Research Bureau
Slate
Social
Media & Marketing
TedTalks
Time
Twitter
USA
Today
Wall
Street Journal
Wired
Yahoo
News
Yankelovich
Monitor Study
ADDITIONAL
SOURCES:
WordPress.com
Tambourine.com
PR
News wire
Business
to community.com
Association
for consumer research
Investopedia
Kamla-raj
J
stor
Chicago
Tribune
MarketWatch
MSN
Money
Google
Scholar
Business
Insider
I
Spot.TV
Emerald
Insight
ABI
Inform Global
Econsultancy
SMSS
Blog
Consumer
Psychology
Journal
of Advanced Management Science
Internal
Journal of Bus and Management
Hoovers
Watchtime
Search
Engine Journal
Psych
info
Euromonitor
Pro
Quest
Simply
Psychology.org
Chrone
Small Business
LinkedIn
Ovid
Market
Realist
Last Completed Projects
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