Order ID:89JHGSJE83839 | Style:APA/MLA/Harvard/Chicago | Pages:5-10 |
Instructions:
Marketing Strategy Case Study Essay Paper
Scenario: Lee is the owner of Lee’s Bookstore, which is located in the city closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for her business. You must use the industry selected by your instructor.
Checklist: Summarize a marketing strategy for Lee’s business, addressing each part.
Part 1 Mission
Redefine Lee’s mission. Lee’s current mission is more of a product-oriented mission statement. For example, “We sell flowers” or “We make pizza.”
Write a marketing-oriented mission statement for Lee’s business.
Part 2: Situation Analysis
Organization Strengths and Weaknesses:
Describe methods that Lee COULD use to identify her internal strengths and weaknesses information. For example, some businesses use secret shoppers to identify an organization’s strengths and weaknesses. Explain your response.
Using sources like the U. S. Census Bureau, describe the demographics affecting Lee’s business in your area.
How is technology being utilized in the assigned industry that might have a positive or negative impact on Lee’s business?
Identify Lee’s direct and indirect competitors and her competitive advantage against her direct and non-direct competitors in the city nearest to where you live.
Define the concept of sustainable competitive advantage and explain what advice you would give to Lee in her quest to build a sustainable competitive advantage.
Part 3: Marketing Objectives
Set marketing plan objectives for Lee’s business (see p. 25 of your text).
Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and relevant to the mission), and time-bounded).
These first three parts of the paper should be a minimum of 1½ pages or 350 words total and use current APA format and citation style (see the reading area for APA assistance). Your paper should include headings (Part 2: Situation Analysis: Environmental Scan, etc.) an introduction, and a conclusion.
Part 4: Marketing Strategy
Describe the target market strategy for Lee’s business. Paint a very clear picture of who Lee will be targeting for her product. For example: Appealing to an entire market, concentrating on one particular segment, or multiple market segments.
Explain the four strategies for growth: market penetration, market development, product development, and diversification. How can Lee use market penetration to increase her sales? Explain.
Briefly describe your marketing mix strategy: product (size, colors, packaging, use, etc.), place or distribution method, pricing, and promotion.
Part 5: Implementation
Using the concepts from the text, explain how you will turn your plan into a reality. For example: Detailed job assignments and activity descriptions.
Part 6: Evaluation
Using the concepts from the text, describe how you will evaluate your marketing strategy.
Access the Assignment grading rubric located in the Course Resources area.
Respond in a minimum of 3 pages: 1½ pages (350 words) for Parts 1–3 and 1½ pages (350 words) for Parts 4–6 in a Microsoft® Word® document with additional title and reference pages using the current APA format and citation style (see Unit 1 reading area for APA assistance). Your paper should include headings, an introduction, and a conclusion.
RUBRIC |
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Excellent Quality 95-100%
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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. |
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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. |
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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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Marketing Strategy Case Study Essay Paper |
Marketing Strategy Case Study Essay Paper