\nscenario Marketing:
\nAs the marketing manager of a major franchise, your job will be to perform the daily tasks of a marketing manager.
\nSelect one of the franchise companies below for which you would like to be Marketing Manager.
\nEdible Arrangements? – Edible fruit baskets ? Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order.
\nCartridge World? – Cartridge Company – carries a complete line of both inkjet and toner PRINTER CARTRIDGES. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines.
\nLiberty Tax Service? – Taxes ? provides tax service to both consumers and businesses.
\nAssumptions
\nYour plan is to aggressively go after the consumer and business market creating dual revenue streams. Your marketing strategy, research marketing mix and customer relationship marketing will be different for both groups.
\nIn this scenario, you will be responsible for conducting the following tasks:
\nObserving and analyzing market trends
\nExamining competitors’ products and services
\nInvestigating ways of improving existing products and services, and increasing profitability
\nIdentifying target markets and developing strategies to communicate with them
\nAssignment
\nThere are two parts to this Assignment so be sure to complete both parts.
\nPart 1: The Consumer and Business Market
\nWrite a BRIEF paragraph that answers the following questions. (This should not be in Question\/Answer format).
\nWhich company did you choose as your focus in this Marketing Management Assignment?
\nWhere are the company’s headquarters located?
\nWhat is the mission statement of the company you chose to study?
\nThe previous marketing manager developed an advertising campaign before the marketing strategy. How could this advertising campaign potentially create problems for the product?
\nPart 2: Marketing Strategy Planning
\nIn preparation for your first presentation to the CEO of the organization, you will create a 3?5 page paper.
\nYou will examine how the 3 C?s (customer targets, competitors, customer value proposition) and 4 P?s (Product, Price, Place, and Promotion) of marketing strategy influence marketing decisions about how you can increase purchases to consumers and increase purchases for business-to-business.
\nYour goal is to complete the consumer and business-to-business marketing strategy planning document. Using the bolded words as subheadings for each response as seen in the PDF of this Assignment, answer the following:
\nSMART Goals: Using the SMART acronym, list several objectives you wish to accomplish.
\nThe 3 C?s of marketing strategy:
\nCustomer Targets: Discuss the customer targets (target market), you should have at least two. Provide for the CEO a more specific description of which customers you (the marketing manager) want to persuade to buy the product or service.
\nCompetitors: For each customer target, identify a competitor (brand or company) that may be able to provide the customer target a like product that would appeal to them.
\nValue Proposition: What do you see as the value proposition? What are reasons for customers to purchase your brand\/product. Summarize into a single paragraph.
\nThe 4 P?s of marketing strategy: Marketing Mix for the Consumer Market: Describe each of the 4 P?s as it applies to consumers that would purchase your product
\nProduct
\nPrice
\nPlace
\nPromotion
\nMarketing Mix: Business-to-Business Market: Describe each of the 4 P?s as it applies to business that would purchase your product
\nProduct
\nPrice
\nPlace
\nPromotion
\nCompetitive Advantage:Using one (or more) of the competitive advantages below, describe the components of this advantage and why customers will perceive them as an advantage for your product or service over its competitors?.
\nCost-based advantage
\nPrice-based advantage
\nQuality-based advantage
\nDifferentiation advantage
\nPerceived quality advantage
\nBrand-based advantage
\nProduct Life Cycle: Discuss the company?s products in The Product Life CYCLE (PLC). Why do you think they are in that stage? Do you think there is any possibility of changing the current stage of the Product Life CYCLE? For instance, if current products are in the maturity stage, what can the company do to have products in the Introduction or Growth stage?
\nIncrease Purchases: Consumers: Thinking of your consumer target market, how can you get current customers of the product or service to buy more?
\nIncrease Purchases: Business-to-Business: Thinking of your business-to-business target market, how can you get current customers of the product or service to buy more?<\/p>\n","protected":false},"excerpt":{"rendered":"
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