Reference no: EM132907165 , Length: 4 pages

Case Analysis - Analyzing Marketing Efforts

You can format this assignment using sub heads and point form, using tables and graphs, or writing in report style. You can also add links in your report to support your comments.

Make sure that your report has these subheadings:

The Organization (using content from Step 1) (20 points)
Marketing efforts and links with course concepts (using Step 2) (20 points)
Recommendations (using Step 3) (10 points)
Include a Bibliography with a minimum of three references through the Camosun Library.

Objectives
Critically analyze marketing efforts of an established product or organization using and directly linking with course content. You are showing me that you have read and understood and can apply what we are learning.

Apply and reflect your course knowledge by providing recommendations to the organization on its efforts

DO NOT choose a major corporation for which there is lots of info - this is about your reaction and personal analysis of what appeals to you and, using a marketing lens, drawing connections between the course and what you observe. A boring blah commentary about McDonalds that I can read anywhere will not meet this project's objectives. It is about being creative and using your powers of observation to make connections with what you are learning.

Step 1: Choose an Organization
Choose an organization that does marketing. Use the guidelines below as you make your selection. Make it easy on yourself and choose an organization you're interested in, and for which you can observe the marketing efforts.

If you choose a very large organization that markets many different products, given my comments above, focus your paper on one product or product line. For example, if you choose Chevrolet, don't address trucks but choose a particular model of truck, or Corvettes. If you look at a retail business, you can comment on how the Store overall is branded.

However you are likely to be way more successful of you scale this down to something more local and smaller.

Provide a paragraph to describe the Organization and the product or brand you are interested in.

Include in your introduction:

Company name
Headquarter location (city, state/province, country)
Industry
Brief history - i.e. how long in operation, what it is known for
Web site and a URL link
Why you chose this organization - what is interesting to you about it and any personal links (i.e. is this a product you love, or hate, or use regularly, or would like to own?). This should be a couple of paragraphs, highlighting your own relationship with this product or service.
Guidelines for Selecting an Organization
Identify an organization working in industry or an area that interests you. Think broadly about the type of organization you'd like to focus on. If you choose a very large organization, you'll need to pick a specific product or service to explore. Small and medium-sized businesses tend to work well. (perhaps your favourite clothing store, restaurant, grocery store???)

Step 2: Explore the Organization's Current Marketing Activity
Undertake a review of the organization's marketing efforts for the product you have chosen. You'll need an organization for which plenty of content is available to help you with the analysis you're trying to do. You may be able to find primary information based on your own experiences which you will need to be very clear about and analyze according to the marketing content we have covered not your own opinion (for example, when you shop in this grocery store, what is the demographic you usually see? Is that who the store markets to? Do they sell small packers of food or bulk and what does that say about households? Do they have lots of "healthy" signage or posters about "the big sports game" and what does that tell you about who they are trying to reach?). You also need to do extensive on-line research - analyze their web site, look at social media, what about reviews, etc.? This involves your own research to create an informed hypotheses (guesses) about their marketing strategies based on your research. (I say guess because we actually don't have access to most organization's marketing plans)

Use and directly link to content in the course, including your text and course notes. Be very clear on the concepts you are using by using terms like "the text book highlights strong social responsibility models including XXXX and company YYY reflects this by......."

You need to directly use a minimum of three course concepts to date and link these to what you are seeing the organization do. Your text and the course notes including the content videos can help you here.

For example, can you see any clear segmentation strategies? How is the product being positioned? Can you see how the product might be appealing to various buying behaviours? Where is the product on the Product Life Cycle and how do you know? What is the organization doing about that?

Finally, comment on the overall promotions that you see, including clear messaging and who the promotion is aimed at. Who is it reaching? Is it effective?

Step 3: Provide three recommendations
Based on your research, what three things would you recommend that the organization either keeps doing because it is working, or needs to improve upon? Keep these marketing focussed - i.e. if the demographic is clearly families, do the messages and images make sense? For example, If the product is aimed at senior citizens, does it have a lot of apps and on-line components which seniors are less likely to use? Provide clear reasons for each or your recommendations.

Provide a conclusion
The following table lists a number of industries and sample companies you might consider but feel free to pick what interests you - these are just ideas to help you in your process

Attachment:- Assignment The Case Study.rar