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:
1.
SMART Goals: Using the SMART acronym, list several objectives you wish to accomplish.
2.
The 3 C’s of marketing strategy:
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.
3.
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
a.
Product
b.
Price
c.
Place
d.
Promotion
4.
Marketing Mix: Business-to-Business Market:Describe each of the 4 P’s as
it applies to business that would purchase your product
a.
Product
b.
Price
c.
Place
d.
Promotion
5.
Competitive Advantage: 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’.
1.
Cost-based advantage
2.
Price-based advantage
3.
Quality-based advantage
4.
Differentiation advantage
5.
Perceived quality advantage
6.
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. Submit
your paper to the Unit 2: Assignment Dropbox.
For assistance with APA format and citation style, visit the KU Writing Resources
located in the home area. See Rubric below for Assignment details.
Unit 2 Assignment Grading Rubric 40 Possible Points Specific Paper Objectives:
Assignment Checklist (80%): [MT450: Marketing Management] Company information 2
S.M.A.R.T. goals 3 Customer targets 3 Competition 3 Value proposition 3
Marketing Mix – Consumer 3 Marketing Mix – Business to Business market 3
Competitive advantage 3 Product Life Cycle 3 How can you increase purchases by
consumers? 3 How can you increase purchases by businesses? 3 Subtotal 32
Writing Style, Grammar, APA (20%) Grammar and Spelling 3 Paper is 3–5 pages in
length and responses are concise and direct 3 Reference list and citations are
provided 2 8 Total 40
