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Scenario Marketing Congratulations. You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager. Liberty Tax Service® - Taxes - provides tax service to both consumers and businesses. Assumptions Your 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. In this scenario, you will be responsible for the following: Explain how marketing strategies influence marketing decisions. In addition you will be conducting the following tasks:
Assignment There are two parts to this Assignment be sure to complete both parts. Part 1: Write a brief paragraph that answers the following questions. (This should not be in Question/Answer Format). 1. Which company did you choose as your focus in this Marketing Management Assignment? Where are the company's headquarters located? 2. What is the mission statement of the company you chose to study? 3. The previous marketing manager developed an advertising campaign before the marketing strategy. How could this advertising campaign potentially create problems for the product? Part 2: You are making your first presentation to the CEO of the organization. Your goal is to complete the following tasks for your consumer and business-to-business marketing strategy planning document: ? Using the SMART acronym, list several objectives you wish to accomplish. ? Discuss the customer targets (target market). Provide for the CEO a more specific description of which customers you (the marketing manager) want to persuade to buy the product or service. ? For each customer target the competitor targets must be identified. Which are the brands or companies that offer the most likely competition for that customer? ? What do you see as the value proposition? Summarize into a single paragraph. o The customer. o The competitive targets. o The customer's reason for buying your brand. ? The value proposition forms the basis for the marketing mix. Describe your marketing mix for your consumer market and business-to-business market. ? Discuss your competitive advantage - the strategic development of some basis on which customers will choose a firm's product or service over its competitors'. Examples: o Cost-based or price-based advantage o Quality-based or differentiation advantage o Perceived quality or brand-based advantage ? The Product Life Cycle (PLC) is defined for a product category (not a particular brand) and illustrates the sales history of the category over time. The strategic options available to the marketing manager vary over the life cycle, as does the importance of various marketing-mix elements. Although the PLC should not be followed religiously because category characteristics can vary widely, it is a useful conceptual tool. Where do you see your product on the PLC? What would be your strategy based on your response? ? Thinking of your consumer market, how can you get current customers of the product or service to buy [MT450: Marketing Management] 2 more? Do the same for your business-to-business product or service. Provide a 3 page (APA formatted) marketing strategy plan paper with at least three supporting references that addresses this Assignment. You should include at least one illustration which can be included in the body of your paper or appendix.
Developing an IMC plan of Amazon that aims to create awareness and knowledge amongst Singaporean consumers of the ethics involved in buying clothing made from Bangladeshi factories .
The assignment in Computer Science or Information Technology is about multiple choice questions, particularly in e-commerce. Questions such as types of e-commerce websites, commercial websites, disintermediation, Platform for Piracy, the data that ca..
The assignment in marketing is about Red Lobster, which is one US and Canada's most loved seafood restaurant. It has hundreds of outlets in US and Canada and it now wants to expand further. The approach adopted by Red Lobster has been discussed in fu..
The assignment in marketing is about preparing a marketing plan. As part of marketing plan, the SWOT analysis, assessing the competitive position, identifying critical competitive issues, marketing objectives, strategy and actions have been suggested..
Marketing deals with preparing a marketing plan for either an existing product or a new product. Various aspects about launching a new product into the market are discussed ranging from the industry the product belongs to, goals and vision of the com..
Please refer to the PDF for the Case Study and questions.The case study from Harvard Business School is about Yamato Corporation, a parcel delivery company which provides door to door delivery in Japan.
The assignment in marketing is about competitive analysis for a new product namely "heated insoles". These heated insoles can be put in shoes and they can protect the wearer's feet by keeping them warm during cold winters.
Promotion strategies of the one's own developed website
Integrated marketing campaign for McDonald's McCafe. McCafe has been launched in Canada. This is a case study which involves the use of digital marketing and social media marketing apart from regular marketing such as TV and radio. All these more are..
In this paper, the researcher also determines the different kind of practices used by Adidas to manufacture shoes for its customers.
Services can be defined as separately identifiable, intangible activities which provide want-satisfaction when marketed to household consumers and/or industrial users.
A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.
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