It is time to submit the final plan to the executive management team. It will include the following components, which can be taken from past assignments in this course:
The executive summary
Introduction
Marketing goals
The situational analysis
The SWOT analysis
Customer profiles by describing the company’s target markets (include the demographic and psychographic profiles for each product line)
The product strategy (incorporate all three new products into the plan, and describe each product line and its features and benefits)
The advertising plan, which will include the following:
The logo/slogan
The company’s 10th anniversary marketing message
One promotional campaign
One evaluation method in the postmarketing phase
The media plan
Conclusion
Your assignment should contain a cover page, an executive summary page, and a reference page in addition to the body paragraphs. The body of the paper should be 8 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 10
pages in length.
Archive for August 23rd, 2017
Executive Management Team
Factors Affecting Marketing Strategy
Assignment 2: Factors Affecting Marketing Strategy
Due Week 8 and worth 220 points
Go to a local store that sells store brands or off-brand consumer products. Choose any off-brand consumer product that you want to reposition into a national brand. To qualify as a product for this assignment, the consumer product should not be currently represented by an advertising campaign. (A quick Google search, as well as the absence of ads for the product in your daily life, is one (1) way that you can verify a product’s lack of an associated major advertising campaign). For this assignment, you will be creating an advertising campaign to launch this off-brand product to national prominence. Determine whether you wish to mimic an existing advertising campaign or whether you wish to create a completely unique campaign altogether to launch the selected product.
Go to the following pages of the United States’ Census Bureau’s Website and locate information regarding the market segment that the selected product is geared toward:
American Fact Finder: http://factfinder2.census.gov/faces/nav/jsf/pages/searchresults.xhtml?refresh=t
2014 National Population Projections: Summary Tables: http://www.census.gov/population/projections/data/national/2014/summarytables.html
Write a six to eight (6-8) page paper in which you:
1. Thoroughly describe in at least one (1) full paragraph:
a) whether the product is a low, medium, or high involvement product.
b) the perceived quality signals for the product (e.g., price, advertising intensity, warranties).
c) whether you are mimicking an existing campaign or building your own and the reason for your choice.
2. Provide statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Using the summary tables, determine if this market segment has grown over the past ten (10) years, and project if it will continue to grow within the next ten (10) years. Analyze three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product.
3. Determine which reference groups influence this market segment. Strategize which diffusion rate is most appropriate for this product to move it into national prominence. Determine diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Recommend a diffusion enhancement strategy that incorporates reference groups for this product.
4. Develop characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10.
5. Determine which dimension best suits the selected product, and build a promotion-focused or prevention-focused campaign.
6. Determine whether the selected product will have a high or low involvement learning need. Develop a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide.
7. Map out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Determine if there will be an increase or decrease in purchases or consumption. Evaluate how these factors affect consumption.
8. Evaluate your campaign for the selected product and its effect on problem recognition.
9. Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other 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.
Your Assignment must be saved as:
Save the Assignment as Last Name_First Name_Week8_Assignment2
For Example: Doe_John_Week8_Assignment 2
The specific course learning outcomes associated with this assignment are:
· Formulate marketing strategy and actions that influence the consumer decision process for targeted market segments and foster customer satisfaction.
· Analyze key social and external factors to determine the impact on consumer behavior and the changes needed in marketing strategy.
· Apply the concepts of perception, learning, and memory theories to develop an integrated marketing strategy that influences consumer behavior.
· Apply the concepts of motivation, personality, and emotion to analyze consumer behavior and develop a responsive marketing strategy.
· Integrate consumer psychographics, situational factors, and purchase involvement into the design of marketing strategy.
· Use technology and information resources to research issues in consumer behavior.
· Write clearly and concisely about consumer behavior using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.
International Marketing
CEMEX is a Mexican company that has become a major international competitor in cement while maintaining a higher level of profitability than other, long-established majors. CEMEX’s superior profitability supplies a basis for discussing the sources of superior performance in a global context. In addition, the wide array of benefits that CEMEX derives from its operations in different countries broadens conventional notions of why firms globalize.
After you review the case, prepare a response (4-5 pages) to the following case questions:
1) What benefits have CEMEX and the other global competitors in cement derived from globalization? More broadly, how can cross-border activities add value in an industry as apparently localized as cement?
2) How specifically has CEMEX managed to outperform its leading global competitors in the cement industry? Please focus on comparing it with Holderbank, which is the other large competitor principally focused on cement. What do this comparison and the other data in Exhibits 4-8 suggest about the competitive game being played out among the major international companies?
3) What accounts for the sequence in which CEMEX entered foreign markets? How do the markets it has entered recently compare with the markets that it entered early on?
4) What recommendations would you make to CEMEX regarding its globalization strategy going forward? In particular, what kinds of countries should it focus its future expansion on?
Make Business Company Profile
A company profile is a professional introduction of the business and aims to inform the audience about its products and services.
I will give you the company profile.
Ellaborate.
3-4 pages long.
STRATEGIC INNOVATION SIMULATION: BACK BAY BATTERY
This simulation is by Havard Business Publishing. I have been trying to pass this simulation for 2 weeks now with no success. You must complete through the year 2020 without being fired. This is a marketing assignment so please do not attempt to shake hands if you do not know marketing. I have been fired from this simulation program more than I can count. It is NOT easy. And you cannot find the answer on Google. Please attach screenshots in a word document. You must include a screen shot of the final run answer and the income statement and sales variance. You have to complete 2012-2020.
Clover Valley Case Study
Pretend that you are the manager of Clover Valley Dairy, which has no market research specialist. As manager, you must evaluate the situation of the company. Your reply should include answers to the three “Questions for Discussion” found at the end of the case study, and should also explore the purpose of the research, definition of the problem, and the design of the study. Evaluation of the cost/value of the research should also be included.
In the fall of 1978, Vince Roth, General Manager of the Clover Valley Dairy Company, was considering whether a newly developed multipack carrier for yogurt was ready for market testing and, if so, how it should be tested.
Since 1930, the Clover Valley Dairy Company had sold, under the trade name Valleyview, milk, ice cream, and other milk by-products—such as yogurt, cottage cheese, butter, skim milk, buttermilk, and cream—in Camden, New Jersey. The raw milk was obtained from independent farmers in the vicinity of Camden and was processed and packaged at the Clover Valley Dairy.
Clover Valley’s sales had grown steadily from 1930 until 1973 to an annual level of $3.75 million. However, between 1973 and 1977, a series of milk price wars cut the company’s sales to $3.6 million by 1977. During this time, a number of other independent dairies were forced to close. At the height of the price wars, milk prices fell to 75 cents per half-gallon. In the spring of 1977, an investigation of the milk market in Camden was conducted by the Federal Trade Commission and by Congress. Since then, prices had risen so that Clover Valley had a profit for the year to date.
Clover Valley served approximately 130 grocery store accounts, which were primarily members of a co-operative buying group or belonged to a 10-store chain that operated in the immediate area. Clover Valley no longer had any major chain accounts, although in the past they had sold to several. Because all three of the major chains operating in the area had developed exclusive supply arrangements with national or regional dairies, Clover Valley was limited to a 30 percent share of the Camden area dairy product market.
Although Clover Valley had a permit to sell its products in Philadelphia, a market six times the size of Camden, management decided not to enter that market and instead concentrated on strengthening their dealer relationships. In addition, it was felt that, if a price war were to ensue, it might extend from Philadelphia into the Camden area.
With the healthier market and profit situation in early 1978, Clover Valley began to look for ways to increase sales volume. One area that was attractive because of apparent rapid growth was yogurt. During the previous three years, management had felt that this product could help to reverse Clover Valley’s downward sales trend, if given the correct marketing effort. However, the financial problems caused by the loss of the national grocery chains and the price war limited the firm’s efforts. As a result, Mr Roth felt that Clover Valley had suffered a loss of share of yogurt sales in the stores they served.
Since 1975, Mr Roth had been experimenting with Clover Valley’s yogurt packaging with the hope that a new package would boost sales quickly. All dairies in Clover Valley’s area packaged yogurt in either 8-oz or 1-lb tubs made of waxed heavy paper. Clover’s 8-oz tub was about 5 in. high and in. in top diameter, tapering to in. at base.
The first design change to be considered was the use of either aluminum or plastic lids on the traditional yogurt tubs. However, these were rejected because the increased costs did not seem to be justified by such a modest change. Changing just the lid would not make their tubs appear different from their competitor’s tubs, it was felt.
By 1976, Mr Roth had introduced a completely different package for Clover Valley’s yogurt. The 8-oz tubs were replaced by 6-oz cups, designed for individual servings. In addition, the new cups were made of plastic and had aluminum foil lids. The 1-lb tubs were unchanged. No special promotional effort was undertaken by Clover Valley, but unit sales of the new 6-oz cups were more than triple the unit sales of the old 8-oz tubs (see Exhibit 4.8). While the increased sales volume was welcomed, the new plastic cups increased unit packaging costs from 7.2 cents to 12.0 cents. This more than offset the saving of 4 cents because of the reduction in the amount of yogurt per container. Retail prices were reduced from 41 cents to 34 cents for the new 6-oz cup, while the price for the 1-lb tub remained at 75 cents. The increased sales then increased the total dollar contribution to fixed costs from yogurt by only 5 percent. (All dairies priced their yogurt to give retailers a 10 percent margin on the retail selling price. Competitor’s retail prices for their 8-oz tubs remained at 41 cents.
Balancing Local Standardized Products Globally
In this assignment, you will analyze the balance of local standardized products globally. In your essay, include the following:
Explain the company’s global strategy.
Discuss how cultural differences are considered and managed.
Suggest a plan or strategy for future global growth.
Be sure to discuss and reference concepts taken from the assigned textbook reading and relevant research. (The CSU-Global Library is a good place to search for research sources.) You must include a minimum of three credible outside references.
Your paper should be 2-3 pages in length, well written, and formatted according to CSU-Global Guide to Writing and APA Requirements.
Organization downside
What are some drawbacks or downsides of organizational or corporate direction/driven marketing strategies?
give response in 50 words
Assignment 2: Policies and Strategies
Imagine that you work for a pricing strategy consulting business. Select a business that will be your next client.
Write a six to eight (6-8) page paper in which you:
Create a scenario that would result in your client seeking advice from your consulting business.
Create a pricing policy for the selected client and scenario.
Analyze the best price setting process used to establish sustainable and profitable prices for the client.
Evaluate key pricing considerations and strategies relative to the product life cycle of your client’s three (3) top sellers.
Examine the challenges of effectively implementing a new or updated pricing strategy into the client that you selected.
Differentiate between incremental and avoidable costs for your client and analyze contribution margins.
Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other 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; 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 page length.
The specific course learning outcomes associated with this assignment are:
Assess and create pricing policies for various purposes including price objections, price increases, economic downturn, and promotional pricing strategies.
Analyze the price-setting process used to establish sustainable and profitable prices.
Evaluate key pricing considerations and strategies relative to the product life cycle.
Examine the challenges of effectively implementing pricing strategy into an organization.
Differentiate between incremental and avoidable costs and analyze contribution margins.
Use technology and information resources to research issues in strategic market pricing.
Write clearly and concisely about strategic market pricing using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills. Click here to access the rubric for this assignment.
August 23rd, 2017 
Marketing 
Comments Off on Assignment 2: Developing, Managing, and Operating a Retail Business Assignment 2: Developing, Managing, and Operating a Retail Business
Imagine that you recently took over your friend’s small retail business and you now have to do the following:
Rename the store
Create new hours of operations
Hire two (2) new part-time employees and two (2) new full-time employees
Address a new plan for building your clients and merchandise, and
Address the issues of the remaining employees from the acquired business, who are disgruntled because you are relocating the store to the center of the town where you live.
Consider how you are going to develop, manage, and operate your new retail business.
Additional resources:
http://www.entrepreneur.com/article/75912
http://retail.about.com/od/startingaretailbusiness/tp/checklist.htm
http://www.entrepreneur.com/businessideas/industry/30.html
Write a three to six to eight (6-8) paper in which you:
Propose two to three (2-3) strategies for targeting customers and information gathering that would use in order to develop your own clientele while maintaining the clients of the acquired retail business.
Develop a plan that details your approach to recruiting and training a new staff while addressing the concerns of the remaining employees related to the proposed store relocation.
Apply the concept of the one-hundred (100) percent location and saturation to your retail store.
Create a design for the most important financial dimensions of your business, and develop a strategic plan for addressing the dimensions that you have indicated.
Create a name, a mission, and a philosophy for your retail store.
Define store hours, including holidays and weekends, and describe the key goals of employee management.
Develop a plan for cultivating an inviting store atmosphere (e.g., music, décor, style of goods provided, services provided, etc.) and a corresponding window display.
Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other 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:
Analyze the retailing consumer and database management in retailing.
Analyze human resource management and financial aspects of operation management in retail organizations.
Describe the dimensions of operating a retail business and the development of merchandise plans.
Use technology and information resources to research issues in retail management.
Write clearly and concisely about retail management using proper writing mechanics.