hoose an organization that does marketing. Make it easy on yourself and choose an organization that you can observe the marketing efforts of and are familiar with. If you choose a very large organization that markets many different products, focus your paper on a product item or a product line. For example, if you choose Chevrolet, do not address “trucks” but rather “Chevrolet pick-up trucks” (a product line) or a particular truck model such as “Chevrolet F-150 pickup truck” (a product item). You may choose any organization you wish, as long as it is in good taste and markets something. If you have trouble choosing an organization, go to the mall, surf the net, or look in the yellow pages, you are surrounded by marketing organizations.
STEP TWO: After choosing an organization, your next step is to identify and describe the target market for the product item or product line about which you are writing. Do not say something like “young, mid-to-upper class women who wash their hair,” but consider the target market identified and described in terms of the segmentation bases outlined in Chapter 8 in the textbook. Try to pinpoint the thing(s) that makes the target market respond to the firm’s marketing mix in ways that are different from people who are not members of it. For example, “young mid-to-upper class women who wash their hair, perceive that they might have a dandruff problem, are motivated by prestige and glamour, and like to pamper themselves and are willing to pay a little extra to do it.” A good statement lets you say who is in the target market and who is not. It is very difficult to do a good job on this paper if you do a poor job of defining the target market. I will look at your definition of the target market if you like.
STEP THREE: After discussing the target market, you should then discuss the positioning strategy and marketing-mix (the four Ps) the firm is using to attract the chosen target market. You should describe the positioning strategy and each of the four Ps, then discuss and analyze how each one is being used to attract members of the target market. You should also address the synergy of the four Ps together, especially if you see that one or more does not fit the others.
STEP FOUR: After discussing the firm’s positioning strategy and marketing mix, you should assume the role of marketing consultants and make specific recommendations for improving the firm’s effectiveness. These recommendations can be in the form of changes to the positioning strategy and any part of the current marketing mix to fix problems you identified. If you did not identify problems, you should make recommendations for additional marketing activities. It is important that you say why you make the recommendation and how it will result in better appeal to the target market. These recommendations should be specific and not generic. Generic recommendations are “advertise more” or “improve the sales force.” A specific recommendation is “improve effectiveness of the sales force by starting a training program that emphasizes closing and presentation skills.” Remember that your recommendations should be addressed at specific problems or opportunities so that you can justify them.
Please use at least 4 scholarly sources such as trade journals, the business press, books as well as online sources to substantiate your assessment. You may use the textbook as one of your sources.
FORMAT: The report shall be approximately a maximum of 6 to 8 typed pages using 12 pt. Times New Roman font with 1” margins and double spaced. Bullet points and subheadings should be used when appropriate. Include your names, date, course # and name of the assignment on page 1 and in the footer number the pages.
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