Building loyal customer relationships across different group

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Reference no: EM13919245

MKT 421 Favorite Brand Paper

Write a 750- to 1,000-word paper in which you identify your favorite brand and explain why it is your favorite. In the paper you should do the following:

  • Identify a brand about which you are passionate.
  • Explain a minimum of three reasons why you are passionate about this brand.
  • Respond to the following questions:
  • Is the company successful in building loyal customer relationships across different groups?
  • Why or why not?
  • Identify at least two other competitors in the same industry, and explain why you prefer your selected brand over the competitors.
  • Cite a minimum of three sources from popular media (magazines, newspaper, and online media) that illustrate your points.

Format your paper consistent with APA guidelines.

MKT 421 Week 2 Marketing Mix Presentation

Select a company currently experiencing marketing changes.

Create a 6-slide Microsoft® PowerPoint® presentation (including a title slide) that analyzes that company's marketing mix:
Each of the four P's should be addressed on its own slide.
The final slide should analyze the changes this company is experiencing and the driving forces behind the changes.
Use the MarketLine database and Wall Street Journal in the University Library to facilitate your research of the company.

MKT 421 Week 2 Personal Branding Plan Paper

Write a 750- to 1000-word paper that does the following:

  • Summarizes your background and what makes you unique in a 1-paragraph elevator pitch
  • Identifies 3 to 4 companies you want to work for, and an explanation as to why
  • Identifies the best methods for contacting those companies and engaging those who might influence the hiring decision
  • Format your paper consistent with APA guidelines.

MKT 421 week 3 Strategy and Positioning Paper
Select a new product or service that will be launched by either an existing organization or one you will create. This product or service will serve as the basis for the Marketing Plan you will write throughout the course.

Obtain your instructor's approval of your product or service before beginning this project.

Write a 2,800- to 3,500-word paper that includes the following:

  1. An overview of the organization
  2. A description of the product or service
  3. A SWOT analysis of the organization and offering
  4. A competitive analysis of the organization and offering using Porter's five competitive forces model
  5. The criteria you will use to segment your market and select your target market including geographic, demographic, psychographic, and behavioral factors
  6. A description of your target market
  7. Needs that cause your target market to buy including emotional and logical drivers
  8. A written positioning statement that identifies:
  9. Your target market
  10. The needs that drive purchase
  11. Your organization's industry category
  12. How your organization solves the target's needs
  13. Your organization's competition
  14. What makes your organization different from its competition
  15. Include sources of secondary research that support your analysis.

Format your paper consistent with APA guidelines.

MKT 421 Week 3 Perpetual Map presentation
Review "perceptual mapping" located on the Week 2 ERR page.

Review the example perceptual map in Exhibit 4-13 in Ch. 4 of Basic Marketing.

Select an industry with many competitors.

Select two key variables that segment the competition.

Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map.

Use the MarketLine database and Wall Street Journal in the University Library to facilitate your research of the company.

Create a 10- to 15-slide Microsoft® PowerPoint® presentation with your map and competitor explanations. Include a summary slide at the beginning of your presentation.

MKT 421 Week 4 Blue Ocean Strategy Paper

Write a 750- to 1,000-word paper that describes the importance of blue ocean strategy and identifies a product or service that would be considered a blue ocean move. Include the following:
A description of blue ocean strategy and its importance
A product or service that might be considered a blue ocean move and why
An alternative red ocean move for the same product or service along with the pros and cons of that strategy
Format your paper consistent with APA guidelines.

MKT 421 Week 4 Product, Pricing, and Channels Paper Paper
Use the product and organization you identified in your Week 3 Strategy and Positioning Paper.

Write a 1,500- to 2,000- word paper that includes:

  • A detailed description of the features of your product or service including how it solves the needs of your target market
  • A description of how your marketing efforts will change with each phase in the product life cycle
  • The packaging you will use for your product or service and how it will add value
  • The appropriate pricing strategy for your product or service and the price you will set at launch
  • The channels of distribution you will use to sell your product along with a description of how each channel partner will add value
  • Format your paper consistent with APA guidelines.

MKT 421 Week 5 Map the Supply Chain Paper
Select an industry.

Write a 750- to 1,000-word paper that identifies each link in the supply chain and the purpose and value in each.

MKT 421 Week 5 Final Marketing Plan and Presentation

Combine your Strategy and Positioning and Product, Pricing, and Channels papers along with your promotional strategy into a single Marketing Plan.

Write a 6,000- to 7,000-word paper that integrates your previous Learning Team assignments into a final Marketing Plan. In addition to your previous papers, include the following:
Your promotional strategy for your product or service, including how you may use the following:
Advertising
Public relations
Digital marketing
Sales promotion
Direct marketing
Event marketing
Outdoor
The effect professional selling may have on your offering
An initial budget for your plan
The methods you use will measure the success of your plan
Any ethical issues your marketing plan might have
Prepare a 15- to 20-minute oral presentation accompanied by a 15- to 20-slide Microsoft® PowerPoint® presentation illustrating your Marketing Plan

Reference no: EM13919245

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