exercise 9

For this exercise, you need to locate a recent news story about an organization that changed its marketing strategy. Find at least one article (or a combination of articles and/or press releases) that provides sufficient information to answer the questions below.

To receive credit for this exercise, create a new journal entry and answer the following questions:

1. What organization did you select? Why did you select it? Briefly describe/explain the change in marketing strategy you identified.
2. What were the reasons for the change? Using terms from Chapter 8, describe how the organization approached the development and implementation of the new strategy.
3. Locate a copy of the mission and/or values statement for the organization you selected. Do you see evidence of the mission/values in the way the organization handled its change in marketing strategy? Explain.
4. Evaluate the organization’s strategy change. What did they do right? What did they do wrong? What’s the most important lesson they…or you…could/should learn from the organization’s implementation of the change you analyzed?

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