Paper details
You will prepare a written report and a presentation for marketing strategy, regarding a publicly-traded
company that has either failed, or has been struggling to compete in recent years. Examples of such
companies include: Blackberry, Toys“R”Us, Kodak, Blockbuster, Barnes & Noble, Pet.com, Macy’s, Sears,
The Sharper Image, Saab, Harley Davidson, and many more… Your task is to research and strategize a
way for your chosen company to return and be competitive in a global market.
At the beginning of the term, each student is expected to first submit a 1-2 page Abstract, which should
include the following: 1) the name of the firm, (2) a short description of the firm’s background, (3) reasons
why you chose to prepare a marketing strategy for this firm, and (4) key issues or challenges the firm is
currently experiencing, or faced prior to shutting down.
The final project is to be completed INDIVIDUALLY. Your full marketing plan is due at the end of the course.
The written project must be professional in its composition, and follow APA (latest edition) format. The plan
will be graded on its content as well as proper grammar, logical construction, and organization. You should
use a minimum of 10 reputable References to prepare your plan fully. Sources may include: annual reports,
journal articles, and newspaper articles, conversations with key employees of the firm, Internet articles, and
other materials found via your library search.
Because this course concerns marketing management in a global economy, the marketing mix should
reflect the firm’s ambitions to compete across multiple foreign markets. This means that the product, price,promotional, and distribution strategies should reflect a globally competitive mindset.
ow is the outline for the marketing plan:
Executive Summary
a. One-to-two page summary of the marketing strategy
Company Description
a. Highlights of the firm’s historical and recent operations
Strategic Focus and Plan
a. Proposed new Mission
b. Proposed new Goals
c. Core competency and sustainable advantage to return to competitiveness
Situational Analysis
a. Industry analysis
b. Market analysis
c. SWOT Analysis
Market-Product Focus
a. Proposed marketing objectives
b. New target market(s)
c. Identifiable points of difference
d. Brand/Product positioning
Marketing Mix Program
a. Product strategy
b. Price strategy
c. Promotion strategy
d. Distribution strategy
Financial Data and Projections
a. Historical sales revenues
b. Financial projections (if available)
c. Future sales estimates/forecasts (based on product price, units to be sold, market size, competition, and
other variables)
Organization
a. Restructuring of the firm, expansion(?)
Implementation, Evaluation and Control Plan
References
For this short paper activity, you will learn about the three delays model, which explains…
Topic : Hospital adult medical surgical collaboration area a. Current Menu Analysis (5 points/5%) Analyze…
As a sales manager, you will use statistical methods to support actionable business decisions for Pastas R Us,…
Read the business intelligence articles: Getting to Know the World of Business Intelligence Business intelligence…
The behaviors of a population can put it at risk for specific health conditions. Studies…