?Scenario
Marketing:
?
?
?As the
marketing manager of a major franchise, your job will be to perform the daily
tasks of a marketing manager.
?Select one of
the franchise companies below for which you would like to be Marketing Manager.
?Edible
Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and
gourmet chocolate dipped fruit to order.
?Cartridge
World® – Cartridge Company – carries a complete line of both inkjet and toner
printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and
toner cartridges for nearly all brands of printers, copiers, fax and postage
machines.
?Liberty Tax
Service® – Taxes – provides tax service to both consumers and businesses.
?Assumptions
?Your plan is
to aggressively go after the consumer and business market creating dual revenue
streams. Your marketing strategy, research marketing mix and customer
relationship marketing will be different for both groups.
?In this
scenario, you will be responsible for conducting the following tasks:
?Observing and
analyzing market trends
?Examining
competitors’ products and services
?Investigating
ways of improving existing products and services, and increasing profitability
?Identifying
target markets and developing strategies to communicate with them
?Assignment
?There are two
parts to this Assignment so be sure to complete both parts.
?Part 1: The
Consumer and Business Market
?Write a brief
paragraph that answers the following questions. (This should not be in
Question/Answer format).
?Which company
did you choose as your focus in this Marketing Management Assignment?
?Where are the
company’s headquarters located?
?What is the
mission statement of the company you chose to study?
?The previous
marketing manager developed an advertising campaign before the marketing
strategy. How could this advertising campaign potentially create problems for
the product?
?Part 2:
Marketing Strategy Planning
?In preparation
for your first presentation to the CEO of the organization, you will create a
3–5 page paper.
?You will
examine how the 3 C’s (customer targets, competitors, customer value
proposition) and 4 P’s (Product, Price, Place, and Promotion) of marketing
strategy influence marketing decisions about how you can increase purchases to
consumers and increase purchases for business-to-business.
?Your goal is
to complete the consumer and business-to-business marketing strategy planning
document. Using the bolded words as subheadings for each response as seen in
the PDF of this Assignment, answer the following:
?SMART Goals: Using the SMART acronym, list
several objectives you wish to accomplish.
?The 3 C’s of
marketingstrategy:Customer Targets: Discuss the customer targets (target market), you
should have at least two. Provide for the CEO a more specific description of
which customers you (the marketing manager) want to persuade to buy the product
or service.
?Competitors:
For each customer target, identify a competitor (brand or company) that may be
able to provide the customer target a like product that would appeal to them.
?Value
Proposition: What do you see as the value proposition? What are reasons for
customers to purchase your brand/product. Summarize into a single paragraph.
?The 4 P’s of
marketing strategy:Marketing Mix for the Consumer Market: Describe each of the 4
P’s as it applies to consumers that would purchase your product
¡Product
¡Price
¡Place
¡Promotion
?Marketing Mix:
Business-to-Business Market: Describe each of the 4 P’s as it applies to
business that would purchase your product
¡Product
¡Price
¡Place
¡Promotion
?CompetitiveAdvantage:Using one (or more)
of the competitive advantages below, describe the components of this advantage
and why customers will perceive them as an advantage for your product or
service over its competitors’.
¡Cost-based advantage
¡Price-based advantage
¡Quality-based
advantage
¡Differentiation
advantage
¡Perceived quality
advantage
¡Brand-based advantage
?Product Life Cycle: Discuss the company’s products in
The Product Life Cycle (PLC). Why do you think they are in that stage? Do you
think there is any possibility of changing the current stage of the Product
Life Cycle? For instance, if current products are in the maturity stage, what
can the company do to have products in the Introduction or Growth stage?
?Increase
Purchases: Consumers: Thinking of your consumer target market, how can you
get current customers of the product or service to buy more?
?Increase
Purchases: Business-to-Business: Thinking of your business-to-business
target market, how can you get current customers of the product or service to
buy more?
?Provide a 3–5
page (APA formatted) marketing strategy plan paper with at least three
supporting references that addresses this Assignment.
?Your paper
should be in APA format and cite all references used.
