You Will Need To Choose A Company That Has Or Could Have A M

You Will Need To Choose A Company That Has Or Could Have A Marketing P

You will need to choose a company that has or could have a marketing problem that needs to be solved. Your final paper will combine the Milestones, reflecting feedback received, and add to them. The Milestone 1 paper will identify and describe your chosen company, what business it is in, and set out the problem that needs to be solved.

This is a situational analysis. See the description on page 246 of your textbook. Paper length: 3-4 pages, not including title page and references. All papers in this course are to be in APA format, with a title page, running head, and references. These milestone papers and your final marketing plan are not intended to be “term papers” in which you simply report what has already happened.

What we are looking for is your analysis and your ideas. Your assignment is to identify a company with a marketing problem that needs to be solved, and develop a marketing plan of your own to solve the problem.

Paper For Above instruction

The objective of this assignment is for students to identify a company experiencing a marketing problem or one that could face such a challenge and develop a strategic plan to address it. This process involves a thorough situational analysis, which examines the company's current market position, competitive environment, strengths, weaknesses, opportunities, and threats.

In selecting a company, students may choose either a profit-oriented organization or a nonprofit institution. The key criterion is the existence or potential presence of a marketing problem that requires resolution. For example, a retail business struggling with declining sales may need a rebranding or marketing communication strategy, whereas a nonprofit might need to enhance awareness or community engagement.

The paper begins by providing an overview of the chosen company, including its core business activities, target audience, and current market positioning. Following this, students should identify the specific marketing problem or opportunity confronting the organization. This could include issues such as decreased market share, poor brand recognition, ineffective advertising campaigns, or declining customer engagement.

An essential part of this assignment involves conducting a situational analysis as outlined in your textbook (see page 246). This analysis should incorporate external factors like industry trends, competitive landscape, and consumer behavior, as well as internal factors such as company resources, capabilities, and current marketing strategies. The goal is to develop a comprehensive understanding of the factors influencing the company's current situation.

While the initial Milestone 1 paper should be 3-4 pages long (not counting references or title page), it must effectively describe the company, define the marketing problem, and include your initial thoughts on potential strategies. The final paper will expand upon this foundation, integrating feedback from prior milestones, and presenting a detailed marketing plan. This plan should outline specific objectives, target market segments, positioning strategies, marketing mix elements (product, price, place, promotion), and measurable outcomes.

Remember, this is not a report of historical facts; rather, it is an analytical and creative exercise aimed at developing a strategic approach to solving a current or potential marketing issue. Your insights should demonstrate critical thinking and an understanding of marketing principles.

References

  • Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
  • Armstrong, G., & Kotler, P. (2015). Marketing: An introduction (12th ed.). Pearson.
  • Cravens, D. W., & Piercy, N. F. (2013). Strategic marketing (10th ed.). McGraw-Hill Education.
  • American Marketing Association. (2017). Definition of marketing. Retrieved from https://www.ama.org/objectives-of-marketing/
  • Grunig, J. E. (2013). Excellence in public relations and communication management. Routledge.
  • Farris, P. W., et al. (2010). Marketing metrics: The manager’s guide to measuring marketing performance. Pearson Education.
  • Hutt, M. D., & Speh, T. (2013). Business marketing management: B2B. Cengage Learning.
  • Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw-Hill Education.
  • Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press.
  • Shankar, V., & Balasubramanian, S. (2015). Mobile marketing: Opportunities and challenges. Journal of Business Research, 68(9), 1998-2004.

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