Reference no: EM133647596

Assignment: Market

I. Promotional Strategy

Recommend a strategy to position and promote the new product.

1. What promotional mix would you recommend for your company's product?

2. Would you recommend using a push strategy, a pull strategy, or a mix of both to promote your company's product?

3. Who or what are the competitors for your company's product, and what strategies would you recommend to promote the competitive positioning of your company's product?

II. Ethical Implications

Create an ethics statement for the new product.

1. Assuming that you have decided to sell your company's product to a foreign market, which entry mode would you recommend and why?

2. For a global expansion of marketing for your company's product, which product, pricing, distribution, and promotional strategies would you recommend and why?

3. Considering the ethical implications of selling your company's product in domestic or foreign markets, write a brief ethics statement that captures how your company's brand and product address environmental sustainability and social justice issues.

Introduction

Strategic Marketing Brief

The Course Project is a strategic marketing brief and summary presentation for a new product. Similar to a complete marketing plan, the brief includes topics such as the marketing mix and promotional mix. In contrast to a marketing plan, the strategic brief communicates these and other topics to a different audience. It addresses senior executives and investors rather than managers and frontline workers. As such, your brief will focus on why your marketing organization is doing what it is doing, rather than the details of what it is doing and how.

Although you will discuss tactical activities such as advertising and breakeven point, strive to communicate a high-level strategic perspective with your writing. To help gain that perspective in the context of marketing, be sure to watch the PlayPosit, which discusses strategic leadership using marketing examples that have turned into goods, services, and ideas that are still in market today. As you watch the PlayPosit, focus on the question posed: Why does a product exist?

Begin by selecting a product and company to use as an example throughout the brief. By using one product and company, the research, organization, and presentation of your recommendations will be easier. Your product and company can be imaginary, or a business you would be interested in starting, or an existing product and company that are in market today. The product can be B2C or B2B, and the company can be any organizational structure. The product and company are not important, because they will merely serve as examples. That is to say, you'll include the what and the how, but you'll focus your writing about the why.