Discussion 2: “Speaking Out about Malt” Please respond to the following:

• Read Case 8.3: Speaking Out about Malt, located here: case study located as attachment or on page 311 in your textbook. Determine whether Mary acted irresponsibly or disloyally in your opinion. Describe the actions that you think Mary should take next. Explain what you would do if you were in Mary’s position.

 

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Business Ethics Discussion: 

 “Poverty and Pollution” Please respond to the following”

• Read Case 7.2: Poverty and Pollution, located here or on page 267 in your textbook. Next, predict the effects of pollution permits on poor, less-developed areas like Brazil’s “valley of death.” Assess the effectiveness of incentive programs on manufacturers in less-developed areas. Based on your assessment, provide an argument in support of either pollution permits or incentive programs.

 

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• Please read the case and analyze it by answering these case analysis questions.
• You may answer each case discussion question in each paragraph and separate different paragraphs for different questions. You don’t have to copy the discussion questions in your answer.
• Although quantity is not quality, however I do not accept 1-2 sentence answers to each question. Please make a thorough case analysis, post 300 to 500 words’ case analysis (roughly 1.5-3 pages double spaced with12-font), and post it in the text entry format online. There is no word limit on your comments to others.

Case Discussion questions

1. Evaluate the overall effectiveness of the “Fair and Square” repositioning strategy. How well or poorly do all the elements work together or work at odds with one another to deliver a coherent whole?
2. What assumptions about JC Penney’s 5 C’s (customer, competitors/ collaborators, context, and company) must hold true for the repositioning to be effective? What does Johnson perceive in these factors that lead him to believe that “Fair and Square” pricing can be a successful approach for JC Penney? How confident are you that these assumptions are correct?
3. Is JC Penney a brand that can be “Target-ized” or “Apple-ized”? Why or why not? In what fundamental ways does JC Penney differ from these two brands? Does Johnson’s plan address these differences in ways that make the success of JC Penney’s new strategy more or less likely
4. Do you agree with the changes Johnson is making to the pricing scheme that set to take effect August 1st? Are they enough to turn things around? What should Johnson do now? Looking out on year, will JC Penney be a stronger or weaker brand if he stays on the current course?

 

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Using the same hypothetical company from Assignment 1, for this assignment, you will focus on the company’s branding strategy, primary and secondary target markets, positioning statement, and consumer behavior.

Note: You should create and/or make all necessary assumptions needed for the completion of this assignment.

Instructions

Create the second part of your marketing plan:

1. Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to improve your plan.
2. Develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one brand extension.
3. Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.
4. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.
5. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.
6. Use at least three academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service.
   Note: Wikipedia and other similar websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

• Be typed, double- spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

1.   Analyze marketing environments and strategies used to strengthen product or service positioning.

c.   Examine the marketing science of customer behavior and products in the marketing exchange process.

2.   Evaluate marketing strategies used to create/communicate customer value.

a.   Analyze the marketing framework through a situation analysis.

b.   Evaluate target customer segments and positioning products within these segments.

c.   Evaluate the basis for market segmentation and approaches to segmentation.

3.   Create an effective marketing plan.

a.   Develop recommendations based on market analysis and strategy.

b.   Develop strategies to assess performance and achieve marketing goals.

c.   Develop dynamic strategies for competing.

d.   Develop branding strategies for existing and new products or services.

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.

 

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