Successful Messaging

It is important to understand what you are selling before you can craft messages to target specific markets. The marketing “P” for product defines the features and benefits of the product that explains why a customer should buy your product. Product (or service) strategy is a guiding step in the overall marketing plan.

Your product line presentation to senior management will take place via video conferencing. You will need to prepare a PowerPoint presentation and an accompanying script in Word for the meeting.

Launching your Product

Your PowerPoint presentation and accompanying script will include the following:

• Company Competition—Develop a SWOT analysis to graphically depict your company’s current competition. Explain the SWOT in words.
• Segmentation—Consider who is interested in your product. Identify the type of customer groups interested in the product and why.
• Targeting Customers—Based on the product offering and customer segments, describe what customers segments you will serve and why.
• Product Positioning—Determine your positioning strategy for the product. What image do you want to project to your customers and prospects? How will you appeal to your selected customer segments?
  • Use the 4Ps of marketing to help with this. For example, will we differentiate the price based on quality and value? Where will we distribute the product? For example, is your product distinctive, unique, or the best quality for the price? Write your positioning statement for the product.
• Customer Lifetime Value—How will you build customer lifetime value for the company based on your product marketing strategies?

SLP Assignment Expectations

Please submit your assignment. 

Two files will need to be uploaded.

1. SCRIPT: A Word document using the attached template (MKT501 SLP2 Script). The Body of the Word Script must be at least 1000 words. Be sure to cite and reference your resources in the Word Script.
2. POWERPOINT Presentation of at least 15 slides in length

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Assignment Overview

The Marketing Plan: GAP Analysis

Every business should determine its own standards for success when evaluating the attractiveness of a market, since every industry has its unique circumstances. Criteria that influence Segment Attractiveness include:

• Market Growth (Market Size, Growth Rate, Market Potential)
• Competitive Intensity (Number of Companies, Ease of Entry, Substitutes)
• Market Access (Customer Familiarity, Channel Access, Company Fit)

While benchmarking based on criteria is beneficial in capturing the qualitative aspects of a market situation, the profit potential must also be assessed for all segments deemed attractive based on their market attractiveness indexes.

Segmentation Application

• Provide a brief description of your chosen product/service. (This should be used throughout the class.)
• Analyze customer needs for the target product
• Discuss Segmentation Strategies based on two real competitors’ market position
• Devise a niche marketing strategy that would be appropriate for your company’s product.

Gap Analysis, Benchmarking & Competitive Advantage

• Implement a Gap Analysis of Two Competitors. Discuss how the findings would be used.
• Develop Competitor and Competitive Benchmarking.
  • Competitor benchmarking involves identifying a business’s main competitors and then comparing itself against them in key performance areas. Competitive benchmarking involves going outside a business’s market or industry to study a company that excels in an area where the business is deficient.
• Devise Strategies to Achieve Competitive Advantage for the Company

This is the main part of the assignment and requires extensive critical thinking. Do not rely on summarizing information; instead explain based on the definition of each virtue and vice how they apply to your chosen leader. Use your library articles to provide support for the analysis. Use the template and divide your paper into clear sections with headings based on each of the virtues and vices you are discussing.

Using articles primarily from Trident Online Library’s full-text databases (like Academic Search Complete, Business Source Complete, and/or ProQuest Central), research the chosen topic and create a well-balanced 4- to 5-page submission that demonstrates evidence of critical thinking. Remember that this means your paper should not be just a summary of the articles and book chapters that you read, but rather an in-depth analysis that is supported by quality, professional, and graduate-level research.

Do not use any quotations. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I”, “we”, and “you” are not appropriate. For more information see Differences Between First and Third Person.

Use the attached APA-formatted template (MKT501 Case2) to create your submission.

Assignment Expectations

Your submission will include:

• cover page
• A 4- to 5-page paper with APA citations (2- to 3-sentence introduction, body and 2- to 3-sentence conclusion)
• The reference list page in APA format

 

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Read Case #21- Teva Pharmaceutical Industries, Ltd and answer the following questions:

1. How does Teva compete in the generic pharmaceuticals industry? What is its competitive advantage
2. Evaluate Teva’s resources. Which are its most valuable ones?
3. Analyze the opportunites for Teva in innovative pharmaceutical and biosimilars.
4. How should Teva move forward?
5. submit your responses to the Weekly Assignment Folder:

Post/submit homework to the assignment folder for grading.

Make sure you provide substantive graduate level answers.

Make sure you use adequate, credible and reliable APA source citations to support your work.

**Minimum word count 900 words 3 pages min

 ***ALL written assignments must be submitted in Word document format ONLY**

 

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These questions pertain to the Zara case study which you will need to read for our class discussion.  This assignment should be 3 – 5 pages I am thinking.  Be clear and concise and use bullets if would like where practical.  To answer these questions, you should also read chapters 12 and 13.

I would also advise you to do some independent research on Zara in magazines like Fortune, Forbes, etc.  The founder of Zara is Mr. Gaona (see http://en.wikipedia.org/wiki/Amancio_Ortega_Gaona) who is one of the richest dudes in the world, so there is quite a bit of information on him and the company.  I would also advise you to go visit their store in Philly.

1. How does Zara’s advantage travel globally?  Explain what features of Zara travel well and which ones do not.  Analyze / discuss.

2. What do you think of Zara’s past international strategy?  Evaluate its past strategy for Product (market selection), its mode of entry (e.g. franchising, etc) and its standardization of marketing approach.

3. What is the best way to grow the Zara chain internationally?  Where do you think (what region) would make most sense?

 

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Session Long Project

You will create a final a marketing project using assignments you created during the class. It is not necessary to create new content other than an introduction and conclusion for the project; but you are required to address comments provided by your faculty member and make updates accordingly.

Using the template provided, complete the comprehensive SLP for MKT501. Since you have a series of different references lists for each assignment, you will need to combine them for this submission.

To make the work flow better, add a sentence at the end of each section or the beginning of the next to connect them.

SLP4: Strategic Marketing Plan

Product Overview
Product/Service Overview (used in your discussions)

Customer Profiling
Module 1: Week 1 Discussion Post.

Messaging
Module 1: Week 2 Discussion Post.

Customer Demographics and Psychographics
Module 1: Case.

Customer Relationship Management
Module 1: Case.

Target Audience and Competition
Module 1: SLP (Application to Product/Service).

Societal Marketing
Module 2: Week 1 Discussion Post.

Creative Message
Module 2: Week 2 Discussion Post.

Segmentation Application
Module 2: Case.

Gap Analysis, Benchmarking and Competitive Advantage
Module 2: Case.

Competition, Segmentation, Positioning, Lifetime Value
Module 2: SLP. Must be reformatted and double-spaced.

Differentiation
Module 3: Week 1 Discussion Post.

Distribution
Module 3: Week 2 Discussion Post.

IMC: Integrated Marketing Communications
Module 3: Case (Application).

Competition and Boosting online Presence
Module 3: SLP.

Pricing
Module 4: Week 1 Discussion Post.

Perceived Value
Module 4: Week 2 Discussion Post.

Margins and Sales Volume
Module 4: Case.

Use the attached APA-formatted template (MKT501 SLP4) to create your submission.

SLP Assignment Expectations

Your submission will include:

• University cover page
• A paper with APA citations (2- to 3-sentence introduction, body, 2- to 3-sentence conclusion)
• The reference list page in APA format

The entire paper will vary in length based on what was previously submitted.

 

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