Reference no: EM13846142 , Length:
Kindly be informed that the project type concern TOYOTA Company
To complete this Individual Assignment:
Describe your process for conducting an informal situational analysis on the organisation you chose. What areas did you consider in your analysis?
Based on your situational analysis, describe the business, marketing and branding strategies.
Describe the alignment of the business, marketing and branding strategies. Be sure to address the following questions:
At what points do they intersect and diverge?
How strategic is this alignment?
What are the dangers of not aligning these strategies?
Note: This situational analysis will be revised with Faculty Member feedback and will become Section 1 of your Final Project.
Be sure to include specific examples and support your postings with evidence of your reading of the unit Readings and other current literature from the UoRL Library and other credible sources. Consult the Harvard Referencing Style Guide for proper citation and referencing information.
Strategy for Conducting Market Research
To complete this Individual Assignment:
Describe a new fictitious product idea that you believe would be a logical fit for your chosen organisation and its brand promise as well as commercially successful in a new international market of your choice.
Describe the market research approaches you chose that you believe would be most effective in determining the relevant segments and demand for this new product. Your post should explain why you believe they would be most effective in allowing you to better understand three of the following topics in terms of market demand:
Current brand strength (e.g. measures of brand equity)
Market and segment size and growth
Customer segment characteristics
Competitors and alternatives
Buyer behaviour and the buying process (i.e. choice criteria)
Potential for the use of digital marketing processes (e.g. ecommerce, social media) to support the customer buying process.
Be sure to include specific examples and support your postings with evidence of the Readings and other current literature from the UoRL Library and other sources. Consult the Harvard Referencing Style Guide for proper citation and referencing information.
Segmentation and Product Proposition
To complete this Individual Assignment:
Create segmentation, targeting and positioning strategies for your new, fictitious product that falls within the organisation and brand identified in Unit 1. For this Individual Assignment, include the following:
Produce a graphic representation of your segmentation strategy for your new, fictitious product. Include any niche or subgroups in your graphic depiction that you think might be effective. Also include in your graphic representation a brief summation of the needs of each segment.
In addition to this graphic depiction, write a 1,000-word paper that outlines strategies for creating or increasing brand equity for your branded product. Include:
One strategy for targeting marketing efforts to each segment
One strategy for positioning your product for each segment
For each of the strategies, explain why they would be effective. Include specific examples and appropriate citations/support from the literature for your findings.
Be sure to include specific examples and support your postings with evidence from the Readings and other current literature from the UoRL Library and other credible sources. Consult the Harvard Referencing Style Guide for proper citation and referencing information.
Creating an Effective Marketing Mix
To complete this Individual Assignment:
Evaluate the effectiveness of the current marketing mix for the brand you selected for your Final Project. Does the marketing mix meet goals of forming consumer brand relationships? Include in your evaluation whether the marketing mix includes the right mix of P's.
In a 1,000-word paper, create a marketing mix you believe would be more effective for this new product in order to build brand equity in an international market and explain why you chose this mix. Include a variety of marketing methods, including digital marketing. How is the marketing mix for this new product different from the marketing mix that was most likely used for the organisation's other products?
Why?
Be sure to include specific examples and support your postings with evidence from the Readings, other current literature from the UoRL Library and other credible sources. Consult the Harvard Referencing Style Guide for proper citation and referencing information.
To complete this Individual Assignment:
In a 1,000-word paper, create a plan for increasing competitive advantage for the selected organisation and brand. The plan should include three appropriate strategies for increasing competitive advantage in your chosen organisation. For each strategy, include the following:
Explain how the strategies support overall corporate business and marketing strategies to increase competitive market advantage.
Identify essential resources required to execute these strategies for increasing competitive advantage.
Explain how you might measure performance related to meeting strategy objectives for increasing competitive advantage.
Be sure to include specific examples and support your postings with evidence from the Reading, other current literature from the UoRL Library and other credible sources. Consult the Harvard Referencing Style Guide for proper citation and referencing information.
Throughout the module, you will participate in activities and complete assignments that will help prepare you to complete this Final Project. Many of the elements for your Final Project will first be submitted as Individual Assignments during the various units. You will have a chance to revise and improve them before submitting your Final Project, based on feedback from your Faculty Member and peers. Use the instructions below to complete all required elements of your Final Project.
For this Final Project, imagine that an organisation that owns and manages a brand is experiencing a critical downturn in its business. The organisation needs to expand its brand offerings to be competitive in a global market. You are tasked with developing a new product that would fit within this brand to introduce to a new international market (i.e. outside the organisation's home market).
To select an organisation and brand to feature, refer to Interbrand's list of top 100 global brands. An Interbrand report is included in the Unit 1 Readings. Select one brand from among the last 50 brands (i.e. 50-100) of the Interbrand list to feature in your Final Project. Choose a brand that is more focused on business-to-consumer (B2C) products.
During the course of developing this Final Project, you will be conducting research in the following areas:
• Organisational business strategy and objectives
• Organisational internal and external environments
• Brand marketing strategy and objectives
• Market research approaches
• Marketing communications, with an emphasis on the opportunities afforded by digital communications
• Strategies for building a competitive advantage
The result will be a paper of approximately 6,000 words with the following components.
Your Final Project in this module consists of two parts:
• Part 1: Strategic Marketing Plan
o Section 1: Situational Analysis (1,500 words)
o Section 2: Marketing Plan (3,000 words)
o Section 3: Critical review of a current debate in marketing and brand management (1,500 words)
• Part 2: PPDP Update (not assessed)
Final Project Part 1: Strategic Marketing Plan
• Section 1: Situational Analysis
o Compile a synopsis of your Individual Assignment entries from Units 1 and 2. Include feedback from your Faculty Member and colleagues.
o Add a reflection summarising what you have learned from completing your Unit 1 and 2 Individual Assignments, highlighting specific attributes that would help in determining an organisation's current strategic marketing situation in preparation for selecting a new product to introduce in an international market.
o Use diagrams and tables to illustrate your points and save on word count.
To review:
o In Unit 1, you selected one organisation to feature throughout this Module whose marketing and brand management strategies you researched. You then conducted an informal situational analysis on the organisation you chose.
o In Unit 2, you described a fictitious product idea that would be a logical fit for your chosen organisation and brand. You then analysed the role of market research in the marketing strategy for introducing a new product and explored the buying process.
• Section 2: Marketing Plan
To review:
o In Unit 3, you examined whether your new product proposition was right for your target market by going into more detail into segmentation, targeting and positioning (STP). You also described the brand and product value proposition.
o In Unit 4, you analysed the current marketing mix of your chosen organisation and created a new marketing mix for your fictitious new product.
o In Unit 5 , you developed strategies to build a competitive advantage for your chosen organisation.
• Section 3: Critical review of a current debate in marketing and brand management (1,500 words)
o Select a current debate in marketing and brand management.
o Search the Internet and University of Roehampton Library and identify a relevant article about the current debate you selected.
o To complete the critical review, compose an essay of approximately 1,500 words that includes the following:
- An introduction paragraph identifying the current debate you selected and why it interests you.
- A paragraph critically reviewing the article you identified.
- An explanation of what side, if any, you take in the debate, incorporating learning from the module. If you did not take a side, explain why.
Final Project Part 2: PPDP Update (not assessed)
Reflect on the elements of this module, including lessons, Readings, contributions to Shared Activities and the Final Project. With these thoughts in mind, update your Personal and Professional Development Plan (PPDP). This reflection should include bridges between the lessons learned in this module and individual goals, leadership competencies and action plans. Although this activity is not assessed, you will receive feedback on your PPDP Update from your Faculty Member.