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Marketing Strategy Analysis

In this team-based project, students will use marketing concepts and theories learned in the course to conduct a detailed analysis of a potential market, identify the customers, and outline a communication strategy for reaching the potential market. Teams will be required to present evidence to substantiate the marketing analysis and strategy.

Directions

Each team will retrieve a Company Profile and accompanying data set from Blackboard.  Each member of the team should become familiar with their assigned Company Profile and data set.  The team will then use this information as the basis for this project.

  1. Introduction – Company Profile:
    1. Complete the Introduction section of the Company Profile.
  2. Market Selection and Planning:
    1. Select a market and establish a position
      • Conduct a market segmentation
      • Select a target market
      • Create a value position for each service
  3. Communication Strategy:
    1. Explain what promotion tools will be used in the company’s marketing communication mix.
    2. Explain what method or methods will be used to set total budget for advertising.
  4. Sales:
    1. Explain what type of sales force structure will be used.

Deliverables

  • The Marketing Strategy Analysis will be completed in two parts: A 5-7-page paper, not including Appendices, graphs, charts, etc.  The paper should follow the standard guidelines for American Psychological Association (APA) formatting for paper organization and references and use Times New Roman, 12-point font, 1-inch margins, and double-spaced text.
  • Students will conduct a 5-10-minute presentation of the team’s written narrative. The team will create slides that clearly aid the speakers in creating an effective presentation.  The presentation should be well organized, well prepared, and easy to follow.

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