Build marketing business case
Order ID: 89JHGSJE83839 Style: APA/MLA/Harvard/Chicago Pages: 5-10 Instructions:
Question Description
For a n online exam on Coursera, I need to do this (using the word file attached):To test some of the concepts and ideas that your learned during the course, please build a business case for whether Arbora Ausonia (A&A) should launch the Básico product line (word file attached). Please defend the pros and cons from the perspective of all three main stakeholders involved in this strategic marketing decision (i.e. the company, consumers, and channel partners).
In order to earn the full eight points, you should provide answers (or reasoning) touching on all of the items below:
1. Channel economics (2 points)
a. Dodot Básico
b. Private labels
2. Company analysis by launching Básico (2 points)
a. Profitability: cannibalization (worse-case scenario), best-case scenario, & likely scenario.
b. Market share
c. Effect on Brand
3. Consumer analysis (1 point)
a. Which consumers will benefit?
b. Will they understand the value proposition of each product?
4. Channel analysis (1 point)
a. Will channels want this product?
b. How will their profitability be affected?
5. Other alternatives to launching Básico? (1 point)
a. Promotions
b. Lowering Price of Etapas
c. Producing Private Labels Brands
d. Investing in communications/advertising (to enhance the Dodot brand)
6. Conclusive statement (1 point)
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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Build marketing business case