Briefly introduce your company (companys relevant history and background)
Whats their strategic purpose (mission, vision and values)
Strategic/Situation Analysis
List the businesses and products that make up your companys 20%
business portfolio. Select one strategic business unit and identify the companys strategic growth strategy (market penetration, market development, product development and diversification) for this particular unit.
Perform an assessment of the current strategic direction of your selected business unit by performing an internal and external analysis.
External analysis. Discuss the opportunities and threats existing in your companys environment. Focus on the following external factors as areas of analysis: Competitive analysis, market analysis (projected industry growth, trends, entry barriers, etc.) and environmental factors (technological, economic, demographic, cultural, etc.).
SWOT: Based on your analysis above, create a SWOT matrix to help visualize your analysis.
Based on the business unit you selected above, complete sections 3-5 of the project.
Marketing Strategy Analysis 20%
Segmentation: Describe three consumer segments, using multiple segmentation variables for each segment.
Target Marketing: Define the target market for each segment in detail. You can provide images and/or a customer profile.
Positioning: Describe your products positioning.
Marketing Mix: Critique the effectiveness of the companys current marketing mix (4 Ps Product, Price, Place and Promotion) Questions to consider: Is the current strategy appropriate for their chosen target segments? Does it reinforce the companys/products positioning strategy? What price point does this product target? Do you think its the the right pricing strategy? Why or why not? What is the company doing well? What mistakes is it making with its current strategy? As part of the promotion analysis, be sure to review and describe their current ad campaign. Provide images. As part of the product analysis, provide images of the product.
Marketing Strategy Recommendations: 15%
Recommend improvements to, additions to, deletions from, and/or continuations of the companys current marketing strategy to make it more effective. What changes should be made to better achieve their stated positioning in the minds of their chosen target segment? What should stay the same? Justify your recommendations.
Innovation recommendation 15%
What stage in the Product Life Cycle (PLC) is your product? What strategies has the company used in the past to avoid or recover from drastic declines? Imagine you are a part of the marketing team and your product is reaching the decline stage or perhaps its a question mark. What would be your strategy be during this stage? How would you revitalize the brand? Explain your decision.
Closing 5%
Brief conclusion summarizing analysis and findings
Group Presentation 15%
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