28 Jun MKTG340 Week 2 Course
Question
Week 2 Assignment
Create at least six slides to communicate your analysis of the company’s current strategy. Follow the outline below.
1. Title or Cover Slide:
Student name, company name, product or service name, date, course number
2. Executive Summary:
Key problems or issues that the marketing plan will solve and goals of the marketing plan
3. Company Analysis:
Brief background on the business (products, services, target market, brand image)
4. Objectives or Mission Statement:
Business model(s) currently used
Current marketing situation analysis
Market or industry analysis (size, growth, trends)
Value chain analysis: How does the company deliver value currently?
Customer segmentation (customer base: demographics, psychographics, geographics)
Competitor analysis (existing competition, potential competitors, product substitutes).
Customer life cycle stage analysis
Positioning statement for the new product
5. SWOT Analysis:
Business strengths
Business weaknesses
Business opportunities
Business threats
6. Company’s Current Digital Marketing Efforts:
A discussion of the firm’s Internet business model, including a concise statement of its value proposition and its Internet revenue streams
Digital marketing strategies (e.g., website, online advertising, use of social media, e-mail, search)
Customer service, acquisition, and retention strategies
Overall marketing strategy
Integration of web presence into overall marketing strategy
Offline approaches
Marketing relationship objectives from the customer relationship management
Data acquisition, management, and use
Current performance, metrics, and evaluation
Social and regulatory issues
Any other relevant issues or topics
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