Marketing Analysis

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1. MBA-FP6012 – Spring 2017 – Section 02
2. Assessment 4
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MBA-FP6012 – SPRING 2017 – SECTION 02
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Assessment 4
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• Marketing Mix Analysis
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Overview
Write a 3–5-page report that evaluates the marketing mix for a product and the effectiveness of the marketing communication strategy across the marketing mix. Identify a weak point in the marketing mix.
Note: You are encouraged to complete the assessments in this course in the order in which they are presented.
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• Competency 2: Evaluate different marketing strategies and methods.
o Evaluate the marketing mix for a product.
o Evaluate the effectiveness of a company’s communication strategy as part of the marketing mix.
o Explain a weak point in a company’s marketing mix for a product.
Competency 5: Communicate in a manner that is professional and consistent with expectations for members of the business profession.
o Correctly format citations and references using current APA style.
o Write content clearly and logically with correct use of grammar, punctuation, and mechanics.
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Context
A marketing mix strategy incorporates different marketing tools to achieve the desired financial results. The tools include product, price, distribution, and promotion. A marketing mix strategy used in international or global markets should also consider the legal and socio-cultural conditions in those countries where it is targeted.
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Questions to Consider
As you prepare to complete this assessment, you may want to think about other related issues to deepen your understanding or broaden your viewpoint. You are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of your professional community. Note that these questions are for your own development and exploration and do not need to be completed or submitted as part of your assessment.
When creating a plan for marketing communications, how might the knowledge about each market segment be used to choose the most effective media, tools, and approaches for each segment?
Are there any approaches that might actually alienate a particular market segment?
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Resources
Suggested Resources
The resources provided here are optional and support the assessment. You may use other resources of your choice to prepare for this assessment; However, you will need to ensure that they are appropriate, credible, and valid. They provide helpful information about the topics in this unit. The MBA-FP6012 – Integrated Global Marketing Library Guide can help direct your research, and the Supplemental Resources and Research Resources, both linked from the left navigation menu in your courseroom, provide additional resources to help support you.
Digital Marketing
The resources below provide information about digital marketing.
Klie, L. (2016). On social, not all negative are bad. CRM Magazine, 20(7), 38–41.
Pophal, L. (2015). Email marketing: Updating an old standard for today’s consumer. Econtent, 38(6), 10–15.
Milder, N. D. (2013). E-marketing. Economic Development Journal, 12(3), 34–40.
Marshall, G. W., & Johnston, M. W. (2015). Marketing management (2nd ed.). New York, NY: McGraw-Hill. Available from the bookstore.
o Chapter 12, “Promotional Strategy and New Media,” pages 360–394.
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Marketing Mix Strategies
The resources below provide information about marketing mix strategies.
Mind Tools. (n.d.). The marketing mix and the 4Ps of marketing. Retrieved from https://www.mindtools.com/pages/article/newSTR_94.htm
Hanlon, A. (2014). How to use the 7Ps marketing mix. Retrieved from http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/
Marshall, G. W., & Johnston, M. W. (2015). Marketing management (2nd ed.). New York, NY: McGraw-Hill. Available from the bookstore.
o Chapter 10, “Manage Pricing Decisions,” pages 294–318.
o Chapter 11, “Manage Marketing Channels and Points of Customer Interest,” pages 322–355.
Assessment Instructions
Now that you have analyzed the competition and examined market segmentation, you need to analyze the marketing mix the company currently applies for the product. In this analysis, you will focus on three aspects: place, price, and promotion. You will also evaluate how well the company integrates all aspects of the marketing mix in order to identify how and why the company’s marketing mix is not as successful as it could be.
Preparation
To gain a sense of the range of marketing activities used by your company, find and examine all aspects of the company’s marketing mix. Pay particular attention to the media, tools, and approaches used to market the product you selected. Study the characteristics of these activities so that you have a clear sense of how the company and the product are presented to the market, and how potential buyers are likely to view both.
Format this assessment as an executive report and include a title page and reference page. Follow APA guidelines for citations and references.
Assessment Requirements
In your marketing mix analysis, complete the following:
Evaluate the marketing mix for the product you selected.
o Analyze the pricing strategy for the product. How does the pricing align to the company’s overall pricing strategy? How does it compare to competitors? Where does it fall in the market—at the high end, as a midrange product, or as the low cost alternative?
o Analyze the channels of distribution. How does the company move its products to market? How effective are the logistics? Do the channels fit the image of the product you selected? Is the company missing any productive channels? How might the company gain better penetration in existing channels?
o Analyze the marketing message. How does the company deliver its message to the marketplace? To what extent does the company integrate print, media, and Internet efforts in its marketing? In what manner does the company use social media to support its marketing efforts?
Evaluate the effectiveness of the company’s marketing communications strategy across the marketing mix. (You should focus on the strategy for your product.)
Identify one aspect of the marketing mix that you see as a weakness in terms of the product. Explain why this is a weakness and include specific examples from the company’s current marketing activities.
Additional Requirements
Include a title page and reference page.
Length: 3–5 double-spaced pages, not including title page and reference page.
Resources: At least 4. Resources must be formatted according to current APA guidelines.
Font: Times New Roman, 12-point.
Marketing Mix Analysis Scoring Guide
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[u04a1] Marketing Mix Analysis
Write a 3–5-page report that evaluates the marketing mix for a product and the effectiveness of the marketing communication strategy across the marketing mix. Identify a weak point in the marketing mix.
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