Marketing
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.