For the paper, use the following format:
a) Situation analysis
Describe the current marketing scenario, as supported by your articles. Why is this
marketing-related news important? For example, are changing consumer tastes or
market competition driving this issue? Or is it something specific to the product?
b) Key Marketing Concepts
What is the Marketing Objective, SWOT Analysis, Marketing Strategy, Positioning, Tactical
approach, and Scope (size, depth, etc.) of the campaign the company is using based on
your assessment of the articles? Discuss these concepts as they relate to these particular
articles and more importantly, demonstrate that you have a good understanding of the
concepts you have learned in class. For example, you can talk about Strategy, Branding,
Segmentation, Positioning, Competitive Analysis, etc.
c) Discussion – Assessment
Finally, provide your assessment on whether the related marketing event or firm’s
actions makes good business sense. For instance, in the example above, based on
what you have learned in this class, is this a good new branding strategy for Apple?
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