Develop a report in terms of the following guideli...


MKT501 – Strategic Marketing
Module 1 – Case
Consumer Behavior: Segmentation, Targeting, and Positioning
Case 1
Let’s start our assignments for this class by examining the structure of the passenger airline market. Market structure analysis requires a look at both the supply and demand side of the market, in this case, airline passengers and airline companies.
Read these articles:
Wen, C.-H., & Yeh, W.-Y. (2010).  Positioning of international air passenger carriers using multidimensional scaling and correspondence analysis.  Transportation Journal (Winter):10. Available 5/4/12 through ProQuest database.
Rothman, A., & Jasper, C. (2011). The unbearable heaviness of business class. Business Week (December 19)1. Available 5/4/12 through EBSCO database.
Structure of the airline industry (n.d.).  Littleton, CO: Avjobs. Available 5/4/12 at http://www.avjobs.com/history/structure-of-the-airline-industry.asp
Your assignment: Develop a report in terms of the following guidelines. A well written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Key External Factors”, instead of a sentence or a question.
Identify key external factors that affect the passenger airline industry and explain how that impact occurs
Briefly explain segmentation, targeting, and positioning
Identify the major airline market segments
What are the target markets for First Class vs. Business Class vs. Economy Class.
Contrast Jet Blue vs. Southwest Airlines in terms of the following two aspects:
(1) Compare and explain the impact of key external factors on each company, e.g., economic conditions and the growing consumer interest in leisure travel.
(2) Describe each company’s target market and positioning.  Give some examples of how these strategies are implemented for each company.
Expectations with regard to your references and defense of your positions:
Write clearly, simply and logically. Your paper should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
It is expected that you will back up your positions or opinions with references to the required readings found in Background1 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE1; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above guidelines.  Also remember that:
(1) the “why” is more important than the “what,” and
(2) the defense of your positions on the issues is more important than the positions you take.
It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should not be more than a few words.
It is expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the sources for those facts and link those citations to references at the end of your paper.
Module 1 – SLP
Consumer Behavior: Segmentation, Targeting, and Positioning
SLP 1
In this SLP, your assignment is to identify a branded product you plan to follow through the session and examine elements of consumer behavior as they relate to market segmentation, targeting, and positioning for the branded product.
Over the session you will conduct a marketing audit leading to a SWOT (Strengths, Weaknesses, Opportunities, and Threats) marketing analysis of a branded consumer product (good or service) of your choice. Do NOT choose a company. Do NOT choose a business or industrial product or one primarily purchased by institutions – schools, hospitals, parks divisions of cities, etc. Choose just ONE branded product (good or service) to discuss.  In choosing your branded product, keep in mind that in order to effectively conduct your audit, you must have access to relevant information. Therefore, before selecting a branded product, go to SLP5 to view
(1) the format for your final SLP and
(2) a list of topics that outline relevant information for a marketing audit and SWOT analysis.
The following are examples of branded products (goods or services):
Lipstick by MAC – Color is ‘O’
Fancy Feast Cat Food – Chunky Chicken
Most recent Apple MacBookPro or MacBook or IPad or IPhone
Droid Rzr 4G LTE Cell Phone by Motorola
Equate (Wal-mart’s store brand) Anti-Plaque Dental Rinse
Trident MBA (with concentration in Marketing)
Ben and Jerry’s Ice Cream (Cherry Garcia)
New Balance Men’s 609 Running Shoes
You may choose one of the above products or any other branded product (good or service) for your SWOT marketing analysis with the following caveat:  Please do not choose the branded product that is the basis of CASE1.
Note that you should NOT choose an entire line of products such as MAC lipsticks or MAC lip gloss.
Exceptions to the above directive:
If you are planning to launch a small company, own or manage a small company, or have access to the manager/owner of a small company (such as a Bed & Breakfast, restaurant, or small specialty retailer) then you may choose that business. Ask your instructor if you are not sure.
Or, you may choose a specialized recruiting area of the military, e.g., “Army recruiting for medical professionals”
It’s best to check with your instructor regarding the branded product you choose to analyze for this project.
In terms of the audit, you must apply the concepts taught in each set of background readings to analyze
(1) the strengths and weaknesses of the branded product that you selected and
(2) the opportunities and threats faced by your product
Use the outline below as a guide for your marketing audit.  However, you are not limited to these topics and you can skip those which may not pertain to your particular branded product.
In each module, you will complete a section or part of a section of your SWOT marketing analysis, building on the sections completed in prior modules.  You are expected to respond to your instructor’s feedback by making changes in the each section as you are to present the outline in SLP5 with completed, partially completed, and not-yet completed sections each time you submit your modular SLPs.  With each submission, present new material in a colored type, returning to black with subsequent submissions.  Thus, the report effectively accumulates through the several modules with the Module 5 report being your final report.
Excluding your title page, each presentation of new material (SLP1, SLP2, SLP3, and SLP4) is to be approximately 750 – 1500 words. This means that the final Marketing Audit report (SLP5) should be 3000 – 7500 words.  Please note also that these word counts are meant to be guidelines.  You’ll be graded on content and presentation – clear, simple, etc., but also complete, not on word count!
SLP 1 Tasks/Questions
Product/Brand Analyzed – Identify and describe key features, sales, profit margin, market share, cost structure (primarily fixed or variable)
Corporate Background – Sales, Profits, Product lines, Brands
Market/Industry Analysis – Size and growth trend
Market Segmentation – How is the demand for your product segmented, i.e., what variables differentiate purchase motivations and behaviors?
Target Marketing
1.   To which of these segment(s) is your brand targeted?
2.    Characterize the typical buyer of your branded product.
3.    Explain/justify this characterization.
Competition
1.    Identify and comparatively evaluate your brand’s top two/three competitors.
2.    Perceived differences between/among brands
Relevant External Factors
1.          Economic Conditions
2.          Social and cultural trends
3.       Technology
4.          Resources – Availability/Non-marketing Cost
5.          Political/Legal Environment
Defend your position on these issues and, where appropriate, comment on future financial implications.
Submit your approximately 750-1500 word SLP1 (excluding title page and references).
Use the appropriate keywords in the outline shown above as headings and place the facts you find about your branded product under the appropriate headings (that is, in the appropriate sections). Your paper should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
Explain clearly and logically how the facts you find about your branded product and use the required readings to support your positions on the issues.   Do not repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
Paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should not be much longer than 5 words.
When writing an academically-oriented paper of this type, it is understood that much of the information you uncover will be facts about the branded product.  Even if you paraphrase those facts, you should cite in your text the sources for those facts and link those citations to references at the end of your paper.  If, in your SLP, you refer to information obtained from talking with an owner/manager, you should cite what that manager tells you.
Module 2 – Case
Marketing Research: Products & Brands
Case 2
The discussion of product management and branding may best be illustrated by considering an American icon, Harley-Davidson.
Read these articles:
Hagerty, J.R. (2011). Harley, WIth Macho Intact, Tries To Court More Women. Wall Street Journal (October 31).  Available 5/5/12 through EBSCO database.
Johnson, R. (2011). Next: Planning & Living the New Retirement (A Special Report): The Good Life — When Heaven Is a Harley: The 50-plus crowd is having a belated romance with motorcycles Wall Street Journal (December 19). Available 5/5/12 through ProQuest database.
Check out the Harley Davidson website for information about its various models and the information it provides about them.
Harley Davidson.  Accessed 5/5/12 at http://www.harleydavidson.com/en_US/Content/Pages/home.html
Review this article on brand personality:
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research. 24:4(March):343-72. Available 5/5/12 through ProQuest database.
How do consumers relate to this brand?
Do they feel loyal?
What emotions are involved?
Assume that you are the newly hired product manager for Harley’s Sportster line. The VP of Marketing wants a report regarding how this product or service has been branded.
Your assignment: Write a memo (750 – 1500 words) to the VP of Marketing that addresses the following issues. A well written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Davidson’s traditional targeting and positioning strategy”, instead of a sentence or a question.
(1) Briefly describe Harley Davidson’s traditional targeting and positioning strategy.
(2) How would you describe Harley Davidson’s brand personality.  (For example, what animal would you identify with a Harley?   Is it the bully down the block, your best friend, or your younger sister?)  Explain why you believe this personality represents the brand.
(3) How might Harley have to change its product management and branding strategies to reach women or older folks?  Give some examples.
(4) If Harley aggressively targets women, should the company experience a backlash from ‘males’ and from its current buyers?
(5)  Based on the assigned articles, does it make sense for this company to use celebrities to brand the company or for a particular product?  What ONE celebrity might this company use and why? Based on the “Teakettle” article, what are the pros and cons of using celebrities to brand a company/product?
Expectations with regard to your references and defense of your positions:
Write clearly, simply and logically. Your paper should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
It is expected that you will back up your positions or opinions with references to the required readings found in Background1 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE1; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above guidelines.  Also remember that:
(1) the “why” is more important than the “what,” and
(2) the defense of your positions on the issues is more important than the positions you take.
It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should not be more than a few words.
It is expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the sources for those facts and link those citations to references at the end of your paper.
Module 2 – SLP
Marketing Research: Products & Brands
SLP 2
In this SLP, your assignment is to examine the product and branding management elements in your branded product’s marketing strategy.
1.       The first step is to undertake a mini research project. It won’t be scientific but you’ll get to experience the joys and frustrations of talking to real customers.
a.           Find at least 3 people (i.e. respondents) who will talk to you easily, such as friends, and/or family members.  Each person should  be an actual or potential buyer of a(ny) brand (not necessarily your brand)in the product category you  chose in Module 1.  For instance, women buy handbags (and men buy them as gifts for women). Pet owners buy pet food. So if you are writing about Fancy Feast Cat Food, talk to at least 3 cat owners.
b.         Ask each person these questions:
•     When was the last time you bought (fill in the blank – e.g., ‘catfood’)?
•     What brand did you choose?  What other brands did you consider?  Why did you choose the brand you bought?
•     If the brand you bought were an animal, what would it be and why?
Note that you may ask some probing questions as needed to glean in-depth insights from the respondents on the product/brands you are investigating.
c.      In the Marketing Research section,
(1)         Summarize what you did. How many people did you talk to?   Who were they (e.g., age, sex, occupation, hobbies)?  Report how each person responded. It’s better if you can organize this information in a table with a brief discussion of the contents in the table. Be sure to label the table properly and refer to it in the text.
(2)         Next, interpret the respondents’ answers to each question you asked above.
(Do not just transcribe the responses you obtained in dialogue form.  Interpret their answers to the 3  questions with reference to the background readings. For instance, you might say, “The answers of  Person A and B confirmed what Smith (2011) proposes; however, the answer from C seems to be  different.  I believe these differences may be due to …” Identify common themes among the responses.  If your respondents seemed to offer widely divergent answers, explain why (using good logic and reasoning, with reference to the background)
Review the discussion of decision-making in the background readings for Module 1. One source  is
http://www.consumerpsychologist.com/cb_Decision_Making.html
Explain whether the consumers you interviewed seemed to follow decision processes that resembled those discussed in the reading.
How did these consumers balance the “should” vs. “want” factors?  Refer to http://hbr.org/2008/07/tap-consumers-desire-for-shoulds/ar/1
(3)         What did you learn from the experience of asking questions (a) about marketing and (b) about the way consumers respond to your product/brand.
2.        Next, in the Product section is a subtopic labeled Product Attributes/Benefits. Identify what you believe to be important characteristics of your product from a consumer perspective, e.g., design, packaging, performance measures, etc.
3.       In the sub-section labeled Positioning,
a.        List what you believe are TWO PRIMARY ATTRIBUTES on which your business competes (such as durability and power).
b.        Create a positioning map showing where you place your branded product relative to its primary competitors on these TWO criteria.  Your resource for this task is at http://www.marketingteacher.com/Lessons/lesson_swot.htm
(You should NOT choose “quality;” rather, identify one or more dimensions of quality such as durability or some measure of performance.  (In a car, for example, such measures might be fuel economy or handling.)  Also, you should not ordinarily select price unless your brand is promoted as the least cost option in the category.  Many textbooks follow this approach but this usually results in a linear arrangement of the products on a diagonal, as price and quality are highly correlated and this invalidates a fundamental assumption of positioning maps, namely that the dimensions used are independent.
 Thus, when your brands line up on a straight line, you’ve got ONE dimension, not two.  And, though meaningful positioning is most often multi-dimensional, that is, requiring more than two dimensions, for this exercise, so that you get a feeling for the process, you are being asked to use only two dimensions.  Finally, remember to use dimensions that are very important to the consumer – not qualities that the consumer won’t notice.)
c.         Briefly summarize your product’s positioning strategy.  Is your product’s position a Strength, Weakness, Opportunity, or Threat?  Defend your position on this issue.
4.         In the sub-section labeled Brand Personality, take into account the discussion in the Fournier article assigned as a background reading.
a.         Briefly create a brand personality for your brand. Then, choose one of your brand’s competitors and describe that brand’s personality.
b.         Briefly contrast the two brand personalities you created.
Finally, make any revisions your instructor suggested in prior modules.  Make these revisions in colored type.
Submit the approximately 750-1500 words you added to your paper (excluding title page and references).
Expectations with regard to references and defending your position on the financial future for your Branded Product
Use the appropriate keywords in the outline shown above as headings and place the facts you find about your branded product under the appropriate headings (that is, in the appropriate sections). Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
Explain clearly and logically the facts you find about your branded product and use the required readings to support your positions on the issues.   Do not repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
Paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should not be much longer than 5 words.
When writing an academically-oriented paper of this type, it is understood that much of the information you uncover will be facts about the branded product.  Even if you paraphrase those facts, you should cite in your text the sources for those facts and link those citations to references at the end of your paper.  If, in your SLP, you refer to information obtained from talking with an owner/manager, you should cite what that manager tells you.
Rather than your SLP be a report of one fact after another, the expectation is that you will take the facts you find about the branded product’s strategies and the environments that branded product faces and explain how you feel those facts will affect the financial future of your product.  Therefore, rather than grade on how much information you find about your branded product; the emphasis in grading your paper will be on your defense of the positions you take with each issue mentioned above in the guidelines.
Module 3 – Case
Promotion: Advertising, Selling, Publicity, & Internet/Mobile
Case 3
Read these articles related to Old Navy’s recently launched mobile marketing campaign:
Behind the campaign: Old Navy goes after men in new ad push (2011). Advertising Age  ( June 18).  Accessed 5/5/12 at http://adage.com/article/news/navy-targets-campaign-men/228051/
Compare this mobile marketing campaign to its predecessor, which also led to the departure of Old Navy’s Marketing Director
Digital marketing works better for millennials than TV (2012). Tech Journal (January 24). Accessed 5/5/12 at http://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/
Elliott, S. (2011). Old Navy replaces mannequins with music.  New York Times (February 17). Available 5/5/12 through ProQuest database.
Want to reach male shoppers?  Target their phones (2011).  Marketing Vox (June 13).
Accessed 5/5/12 at http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink
Your assignment:
Imagine you have been hired as a consultant to the VP of marketing for Old Navy, a subsidiary of GAP. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.
Your job is to write a short memo – 750-1500 words – critically analyzing Old Navy’s promotion strategy. In particular, note that the company has decided to use online video instead of television.  Make sure to address the following issues:
Evaluate the choice of young adult males as a target for an Old Navy promotion.
In choosing mobile media for this campaign, what assumptions were made about the viewing habits of this target?  Do you believe these assumptions are valid?  What would you recommend regarding this choice?
What do you think of the creative strategy chosen for this campaign?  What are the positives and negatives of content that relies on humor?  Would you propose some modification to the concept chosen?  What and why?
Don’t spend a lot of time digging in the company’s website.  Don’t just rehash what the company did; introduce a critical perspective.  Focus on the case and background readings as well as relevant background readings from modules 1 & 2. There are no right answers; after all, you don’t have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning.  In particular, you need to show your understanding of the way a change in target market affects the company’s promotion strategy. Also, give some thought to how this campaign meshes with other elements of Old Navy’s marketing program – i.e., merchandising (product management), store environment, and pricing – and where this al fits in GAP’s brand portfolio.
Expectations with regard to your references and defense of your positions
Write clearly, simply and logically. Your memo should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
It is expected that you will back up your positions or opinions with references to the required readings found in Background1-2-3 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE3; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions.  In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that:
(1) the “why” is more important than the “what,” and
(2) the defense of your positions on the issues is more important than the positions you take..
It is expected that you will NOT repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
It is expected that you will not include definitions or summaries of the readings.  It is also expected that you will not describe what the company did.  Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers about targeting will not earn a good grade.
It is expected that you will avoid redundancy and general statements such as “All organizations exist to make a profit.”   It is expected that you will make every sentence count.
It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.
It is also expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.
Module 3 – SLP
Promotion: Advertising, Selling, Publicity, & Internet/Mobile
SLP 3
In this SLP, your assignment is to examine the elements related to the promotion in your branded product’s marketing strategy.
For information regarding the promotional activities of your product, find what you can from places where you know your product is being promoted (retail stores, magazines, TV shows, etc.) as well as the product’s website.
For example, if you
search “Alpo + Commercial” you get directed to some YouTube ads.
search ”Alpo + press release” you’ll get a sense of the publicity received by that product.
Go to Facebook or Twitter, you can see if the company has a presence.
Google for articles about your product in the trade press.
Now get creative.
Describe the kind of promotion you would expect to see for your product and (most important) WHY you would expect to see this promotion.
Do you believe these promotional strategies are appropriate to the target market and position of the company that makes your product? Why or why not?
Critique the role of online marketing for your brand.
You may use the following outlines to organize your SLP3.
Promotion
1.     Advertising
a.     Target(s)
b.     Creative Themes
c.     Media
2.     Role of internet/mobile marketing efforts
3.     Personal selling
4.     Publicity
5.     Other Promotional Efforts – Pricing, Coupons, Contests, etc.
Finally, make any revisions your instructor suggested in prior modules.  Make these revisions in colored type.
Submit the approximately 750-1500 words you added to your paper (excluding title page and references).
Expectations with regard to references and defending your position on the financial future for your Branded Product.
Use the appropriate keywords in the outline shown above as headings and place the facts you find about your branded product under the appropriate headings (that is, in the appropriate sections). Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
Explain clearly and logically how the facts you find about your branded product and use the required readings to support your positions on the issues.   Do not repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
Paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.
When writing an academically-oriented paper of this type, it is understood that much of the information you uncover will be facts about the branded product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.  If, in your SLP, you refer to information obtained from talking with an owner/manager, you should cite what that manager tells you.
Rather than your SLP be a report of one fact after another, the expectation is that you will take the facts you find about the branded product’s strategies and the environments that branded product faces and explain how you feel those facts will affect the financial future of your product.  Therefore, rather than grade on how much information you find about your branded product; the emphasis in grading your paper will be on your defense of the positions you take with regard to the strengths and weaknesses or your branded product and the opportunities and threats faced by your branded product.

Module 4 – Case
Distribution: Channels & Logistics
Case 4
One interesting aspect of distribution channels occurs when a retailer, in this case, Amazon, integrates backwards with the intent of attracting suppliers (authors with brand names?) and the expectation of utilizing other outlets (traditional bookstores) for full distribution of its products.  In this case, the largest traditional bookstore chain, which also has a significant online business, has decided not to stock Amazon’s products in the hope of discouraging authors from signing publication contracts with Amazon.  Effective distribution channels call for vertical cooperation, here among authors and their agents, publishers, and retail outlets. But vertical integration invites conflicts.
These articles also relate to recent developments in book retailing:
Bosman (2012).  The bookstore’s last stand.  New York Times (January 28). Available 5/5/12 through ProQuest database.
Haq, H. (2012).  Barnes & Noble refuses to sell Amazon-published books.  Christian Science Monitor (February 1). Accessed 5/5/12 at http://www.csmonitor.com/Books/chapter-and-verse/2012/0201/Barnes-Noble-refuses-to-sell-Amazon-published-books
Turner, K. (2012). Independent retailers [bookstores] turn page on business.  Toledo Blade (February 5). Accessed 5/5/12 at http://www.toledoblade.com/Retail/2012/02/05/Independent-retailers-turn-page-on-business.html
Your assignment: Develop a report in terms of the following guidelines. A well written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Facts Recap”, instead of a sentence or a question.
Briefly review the facts reported in the article.
Was Amazon wise to get into publishing in addition to its very strong position in retailing new and used books?  Explain your answer.
If you were a popular author of children’s fiction (with a successful past relationship with a traditional publisher) and your agent (another member of the book publishing channel) asked you whether to approach Amazon regarding the publication of your latest project, what would you say?  Why?
Would it matter if you were working on your first book and had no previous relationship with an editor or publisher?  If “yes.” why would this make a difference?
In your judgment, do you think that either Amazon or Barnes & Noble are likely to change the strategic decisions reported in this article?  Why?
Expectations with regard to your References and Defense of Your Positions
Write clearly, simply and logically. Your paper should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
It is expected that you will back up your positions or opinions with references to the required readings found in Background1-2-3-4 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE4; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions.  In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that:
(1) the “why” is more important than the “what,” and
(2) the defense of your positions on the issues is more important than the positions you take..
It is expected that you will NOT repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
It is expected that you will not include definitions or summaries of the readings.  It is also expected that you will not describe what the company did.  Instead, your responses to the Questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers about targeting will not earn a good grade.
It is expected that you will avoid redundancy and general statements such as “All organizations exist to make a profit.”   It is expected that you will make every sentence count.
It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.
It is also expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.

Module 4 – SLP
Distribution: Channels & Logistics
SLP 4
In this SLP, your assignment is to examine the distribution elements of your branded product’s marketing strategy
In the appropriate sections of your SLP:
(1)  Explain the several components of the distribution strategy for your product. How does it fit with the designated target market?
(2)  Does the distribution of the product seem to fit the product’s target as well as harmonize with other elements of the marketing mix?
You may use the following outlines to organize SLP4.
Distribution
1.     Channel
a.    Describe and characterize intermediaries and retail outlets and vertical relationships with them.
b.    Location(s)
c.    Amenities and ambience
2.    Logistics – Transportation, storage, ordering and inventory policies
Finally, make any revisions your instructor suggested in prior modules.  Make these revisions in colored type.
Submit the approximately 750-1500 words you added to your paper (excluding title page and references).
Expectations with regard to references and defending your position on the financial future for your Branded Product
Use appropriate keywords in the outline shown above as headings/subheadings and place the facts you find about your branded product under the appropriate headings/subheadings (that is, in the appropriate sections). Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
Explain clearly and logically how the facts you find about your branded product and use the required readings to support your positions on the issues.   Do not repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
Paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.
When writing an academically-oriented paper of this type, it is understood that much of the information you uncover will be facts about the branded product.  Even if you paraphrase those facts, you should cite in your text the sources for those facts and link those citations to references at the end of your paper.  If, in your SLP, you refer to information obtained from talking with an owner/manager, you should cite what that manager tells you.
Rather than your SLP be a report of one fact after another, the expectation is that you will take the facts you find about the branded product’s strategies and the environments that branded product faces and explain how you feel those facts will affect the financial future of your product.  Therefore, rather than grade on how much information you find about your branded product; the emphasis in grading your paper will be on your defense of the positions you take with your branded product.
Module 5 – Case
Pricing & Integration
Case 5
Read these articles.
D’Innocenzio, A. (2012).  J.C. Penney slashing prices on all merchandise.  USA Today (January 27). Accessed 5/5/12 at http://www.usatoday.com/money/industries/retail/story/2012-01-25/penneys-price-overhaul/52787388/1
Mattioli, D. (2012). How J.C. Penney was minted.  Wall Street Journal (January 25).
Available 5/5/12 through ProQuest database.
Mattioli, D. (2012).  J.C. Penney chief thinks different.  Wall Street Journal (January 26).
Available 5/5/12 through ProQuest database.
Reingold, J. (2012).  Retail’s new radical.  Fortune, 165:4(March 19).
Available 5/5/12 through EBSCO database. There’s a lot going on at J.C. Penney these days.  With a new CEO, Penney’s, confronted with pressing competition up, down, and sideways in the department store wars, is reinventing itself in terms of merchandising, supply, and pricing strategies.  Here we’ll concentrate only on the pricing aspects of these new directions.  However, this is ultimately about positioning, trying to find a space that is responsive to potential customers as well as differentiating the Penney’s brand from Target, Kohl’s, Wal-Mart, and Macy’s.
These articles shed additional light on the implications of Penney’s new direction.
Beltrone, G. (2012). Ad of the day: J.C. Penney – Peterson Milla Hooks brings its poppy visual style to the retailer’s big new rebranding effort.  Adweek (February 3).  Accessed 5/5/12 at http://www.adweek.com/news/advertising-branding/ad-day-jcpenney-137988
Berfield, S. (2012), J.C. Penney vs. the bargain hunters.  Bloomfield Business Week (May 25), pp.21-2.  Available 5/29/12 through EBSCO database.
Conte, C. (2012).  Stein Mart reducing coupon use, lowering prices, Jacksonville Business Journal (March 8).  Accessed 5/5/12 at http://www.bizjournals.com/jacksonville/blog/2012/03/stein-mart-reducing-coupon-use.html?ana=RSS&s=article_search&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+bizj_jacksonville+%28Jacksonville+Business+Journal%29
Stein Mart plans to reduce its dependence on coupons and return to the everyday low-pricing strategy it became known for, with plans to cut prices between 5% and 10% on much of its merchandise. “We don’t want our customers to think they have to use a coupon to get a better price at Stein Mart,” said interim president and CEO Jay Stein.
Girard, K. (2012).  Is J.C. Penney’s makeover the future of retailing?  Harvard Business School Working Knowledge (March 5).  Accessed 5/5/12 at http://hbswk.hbs.edu/item/6944.html

Halkias, M. (2011).  J.C. Penney buys stake in Martha Stewart’s company.  The Dallas Morning News ( December 7). Accessed 5/5/12 at  http://www.dallasnews.com/business/retail/20111207-j.c.-penney-buys-stake-in-martha-stewarts-company.ece
Should Martha Stewart target markets or mass merchandise?

Talley, K. (2012).  Penney CEO says profits won’t suffer.  Wall Street Journal (January 27). Available 5/5/12 through ProQuest database.

Timberlake, C., & Townsend, M. (2012).  Macy’s says Martha’s dance card is too full. Business Week (February 28). Available 5/5/12 through EBSCO database.
Your assignment: Develop a report in terms of the following guidelines. A well written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Key External Factors”, instead of a sentence or a question. Looking at BACKGROUND5, as well as what you learned in Modules 1, 2, 3, and 4 follow these directives and address the following issue.
1) Briefly describe Penney proposed new pricing strategy, also providing  bit of background on the company and department store industry.
2) Do you think JC Penney’s new pricing strategy will work? Support your position in terms of the environmental factors such as economy, the competition, and the changing consumer behavior.
3) How does this pricing strategy complement Penney proposed new merchandising and promotion strategies? (You need to take into account JC Penney’s segmentation, positioning and branding strategies to explain this issue.)
Submit your 750-1500 word CASE5.
Expectations with regard to your References and Defense of Your Positions
Write clearly, simply and logically. Your paper should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
It is expected that you will back up your positions or opinions with references to the required readings found in Background1-2-3-4-5 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE5; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions.  In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that:
(1) the “why” is more important than the “what,” and
(2) the defense of your positions on the issues is more important than the positions you take..
It is expected that you will NOT repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
It is expected that you will not include definitions or summaries of the readings.  It is also expected that you will not describe what the company did.  Instead, your responses to the Questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers about targeting will not earn a good grade.
It is expected that you will avoid redundancy and general statements such as “All organizations exist to make a profit.”   It is expected that you will make every sentence count.
It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.
It is also expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.

Module 5 – SLP
Pricing & Integration
SLP 5
SLP 5 consists of two tasks (1) an examination of the pricing aspects of your branded product and (2) the completion and submission of the final marketing audit, including any revisions you may have made to previous SLPs based on instructor feedback and/or additional research.
First, address the following pricing issues related to your branded product.
(1)  Review the pricing strategies described in the Background readings. Given your company’s positioning and targeting strategy for your product (which you discussed in Module 1), which of the pricing strategies described in the readings, makes the most sense? Why? (Be sure to reference the background materials.).
(2)  Discuss the role of discounts in this company’s strategy. What would you advise the company that owns your product in terms of discounts and specials?
Second, use the following outline for your final paper, integrating modules 1-4 SLPs and the first part of SLP5.
Note that your ultimate goal for SLP5 is a summary SWOT analysis and its translation into a short list of key success factors and concluding commentary.  As you move through the several modules, your analysis can accumulate, using the following outline to organize your final paper. You also need to have an executive summary at the beginning to discuss major topics of this paper.
Part I: Situation Analysis
Product/Brand Analyzed – Identify and describe key features, sales, profit margin, market share, cost structure (primarily fixed or variable)
Corporate Background – Sales, Profits, Product lines, Brands
Market/Industry Analysis – Size and growth trend
Market Segmentation – How is the demand for your product segmented, i.e., what variables differentiate purchase motivations and behaviors?
Target Marketing
1.   To which of these segment(s) is your brand targeted?
2.   Characterize the typical buyer of your branded product.
3.   Explain/justify this characterization.
Competition
1.   Identify and comparatively evaluate your brand’s top two/three competitors.
2.   Perceived differences between/among brands
Relevant External Factors
1.          Economic Conditions
2.          Social and cultural trends
3.       Technology
4.          Resources – Availability/Non-marketing Cost
5.          Political/Legal Environment
Part II: Marketing Research and Product Strategy
Market Research
1.   Detailed survey findings (Present in tabular format)
2.   Summarize and interpret findings
Product
1. Product Attributes/Benefits
2. Positioning
3. Brand Personality
Part III: Promotion Strategy
1.     Advertising
a.     Target(s)
b.     Creative Themes
c.     Media
2.     Role of internet/mobile marketing efforts
3.     Personal selling
4.     Publicity
5.     Other Promotional Efforts – Pricing, Coupons, Contests, etc.
Part IV: Distribution Strategy
1.     Channel
a.    Describe and characterize intermediaries and retail outlets and vertical relationships with them.
b.    Location(s)
c.    Amenities and ambience
2.    Logistics – Transportation, storage, ordering and inventory policies
Part V: Pricing Strategy
1.   Overall pricing strategy
2.   Role of discounting
Part VI: SWOT Analysis and Key Success Factors
SWOT Analysis
Organization’s Strengths and Weaknesses
Strengths
Weaknesses
Market and External Opportunities and Threats
Opportunities
Threats
Key Success Factors (Critical Elements of a Successful Strategic Plan and Execution)
Concluding Comments
Finally, be sure to make any revisions your instructor suggested in prior modules.  Make these revisions in colored type.
Submit this final paper of 3000-7500 words.
Resources
Fontenot, R.J. (2007). Marketing arithmetic.  Accessed 5/6/12 at

http://hercules.gcsu.edu/~rfonteno/Strategic/Marketing%20Arithmetic.pdf

Introduction to financial statements for marketing (n.d.). MarketingTeacher.com. Accessed 5/6/12 at

http://marketingteacher.com/lesson-store/lesson-marketing-and-finance.html

How to conduct a marketing audit(n.d.). MarketingTeacher.com. Accessed 5/6/12 at

http://marketingteacher.com/lesson-store/lesson-marketing-audit.html

Expectations with regard to references and defending your position on the financial future for your Branded Product.
Use appropriate keywords in the outline shown above as headings/subheadings and place the facts you find about your branded product under the appropriate headings/subheadings (that is, in the appropriate sections). Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.
Explain clearly and logically how the facts you find about your branded product are product Strengths, Weaknesses, Opportunities, and/or Threats.  Support those opinions as to why each fact is a Strength, Weakness, Opportunity, and/or Threat by using the required readings to support your positions on the issues.   Do not repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.
Paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.
When writing an academically-oriented paper of this type, it is understood that much of the information you uncover will be facts about the branded product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.  If, in your SLP, you refer to information obtained from talking with an owner/manager, you should cite what that manager tells you.

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