Target market
Think about a brand that you have a relationship with. In a 3-5 page double spaced 12 font paper with 1 inch margins. Give a brief summary of the brand and its history (no longer than a paragraph) then answer the following questions in essay format.
1) Are you the target market of this brand? Explain who the target market is and why this would be the best market for the brand.
2) Talk about the relationship you have with the brand. Do you think that a strongly committed relationship is a good thing for a brand? Why or why not?
3) Has this brand gone through any type of transformation? Has it had to reinvent itself for a different generation or different retail experience (ex. Online vs. instore?)
4) What hurdles does this brand face from a societal perspective? (changing tastes, laws, preferences?)
5) Discuss the brands strategy, brand identity, and brand positioning.
6) Why has this brand been powerful? What mediums has it used to gain this power?
7) Is this brand valuable to its company? What role does it play in the company’s portfolio of brands? If the company only has one brand discuss brand extensions and whether or not they have been or could be successful.
Grading Rubric
Marketing mix—product
Provide an example of the four areas of the marketing mix—product, price, placement, and promotion—used by each of your selected companies.
Discuss where their marketing mix strategies are similar and where they are different. Explain why.
Identify the product positioning and brand strategy used by your two chosen companies. Relate the importance of product positioning to their brand strategy.
Also, consider the element of ethical promotion and social responsibility toward consumers.
In addition to company websites, http://www.ibisworld.com/ and http://www.mergent.com/ are excellent resources to find information about markets and individual companies.
Your research project must include an introduction. You must also reference at least one journal article from the CSU Online Library and two articles from business-related or news websites; therefore, your essay should be supported by at least three sources. Your research project must be at least four pages in length and double-
Global market
What were the major effects of the Judgment of Paris of 1976 on Californian wines?
The paper must be a formal research paper of at least 4 pages (not counting the title and reference pages). The final paper format must follow the APA (American Psychological Association) writing style. APA asks for an abstract- this need only be 2-3 sentences.
Please follow the formatting as outlined on the Owl Purdue Online Writing Lab:
Integrated marketing communication
Papers should be seven (7) pages double-spaced. Longer papers are cheerfully accepted and read carefully. For citations, MLA format is preferred but not required. A minimum of seven citations is a good start. NEVER use Wikipedia as a citation.
Please give a BRIEF history of the company or brand in the opening paragraph. You may finish with a brief opinion at the end regarding the company’s prospects.
Industry and market
Discuss competitive analysis by examining one to two competitors to the product you are “creating” (Athleishoes). Identify the direct competition to your product and analyze their strategies, objectives, strengths, and weaknesses.
Conduct a competitive analysis on both the industry and market of your product (Atleishoes).
Discuss porter five forces and competitive profile matrix as it relates to your product
Prepare marketing strategy based on the elements of the 7 P’s used in your chosen product. The marketing mix is the 7 Ps (product, place, price, promotion, people, process and physical evidence) and each element should be addressed in the report.
American technology corporation
Brand Positioning and Strategy PowerPoint
For this presentation, select your favorite brand, and describe the reasons why this brand is so appealing to you. You should further explain the ideas represented on the slides by using the slide notes feature. The outline below can be used as a guide for the presentation, and the number of slides for each area may vary in your presentation:
Slide 1: Develop your title slide.
Slides 2-3: Introduce your chosen brand, highlighting a few of your favorite products.
Slides 4-7: Determine and describe how your favorite brand has gained market share and popularity in terms of its brand recognition, brand strategy, and product positioning.
Slides 8-10: Explain how your brand has created value and remains appealing to you as a member of its target market.
Market and sell
Because Social media is such a fluid and changing medium, a big part of our understanding and learning is gaining perspective from people that may not use social media the way we do. For this assignment we will be learning from each other by sharing an area of interest that you can “teach” and inform your peers about.
Prepare a ppt on an area of your interest in Social Media
5-6 slide to support a 10-15 minute presentation.
Be sure to give appropriate context/background to support your discussion (i.e. explain the social media platform of your choice and any applicable history and any surrounding events that would impact class understanding of your topic)
A great presentation is one that contains an opinion supported by facts vs. just a collaboration of facts. See example below.
Be sure to include any relevant sources on the final page of the ppt.
Social media strategy
Because Social media is such a fluid and changing medium, a big part of our understanding and learning is gaining perspective from people that may not use social media the way we do. For this assignment we will be learning from each other by sharing an area of interest that you can “teach” and inform your peers about.
Prepare a ppt on an area of your interest in Social Media
5-6 slide to support a 10-15 minute presentation.
Be sure to give appropriate context/background to support your discussion (i.e. explain the social media platform of your choice and any applicable history and any surrounding events that would impact class understanding of your topic)
A great presentation is one that contains an opinion supported by facts vs. just a collaboration of facts. See example below.
Be sure to include any relevant sources on the final page of the ppt.
Bad Example: This is WeChat and this is how I use it.
Global competitive environment
Demonstrate an understanding of the global competitive environment and the changing marketing practices. (LO- 1.8)
Ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers (LO- 1.9)
Build a strong understanding of the social, economic, ethical and technological challenges facing marketers (LO- 3.4)
Case Study
Read the Chapter Case Study “McDonald- A Global Giant” from Chapter 8 “Global Marketing” Page: – 257 given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:
Assignment Question(s):
Which sociocultural factors have informed McDonald’s global expansion? Explain. (1.5 Marks)
Describe some of the global distribution strategies that McDonald’s uses or might consider using to spread through-out the world. (1.5 Marks)
Explain McDonald’s global marketing strategy. Compare McDonald’s strategy in the U.S. (http://www.mcdonalds.com/us/en/home.html)to McDonald’s strategy in KSA (https://www.mcdonalds.com/sa/en-sa/riyadh/full-menu.html/) (2 Marks)
International and national markets
(WORD format only) via allocated folder.
Make your work clear and well presented, marks may be reduced for poor presentation. This includes
must mention question number clearly in their answer.
Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.