Final Project: Developing a Marketing Strategy
For the final project of this course, you will select a company, analyze the market that it caters to, and propose a marketing strategy.
It will take more than a week’s effort to adequately complete them. Plan time to start research and work on those assignments earlier than the week in which they are due.
To assist you in planning for the final project, the following table provides a high-level overview of the final project deliverables during the course.
Final Project: Developing a Marketing Strategy
Week no. Task
1
Choosing a Company
Select a company to study.
Perform SWOTT analysis to identify the trends affecting the industry.
Create a mission statement for the company.
2
Collecting Consumer Data
Study key elements of the customer relationship management (CRM) technology.
Determine how the company can make the best use of the CRM technology to improve customer retention.
3
Marketing the Service
Create the service delivery process for the company.
Identify the contact point failures and prescribe improvements.
Position the brand around the improvements.
4
Developing the New Product
Identify the stakeholders involved in new product development.
Analyze the role stakeholders can play in contributing toward success of the new product.
Identify strategies to involve the stakeholders in the new product development.
5
Creating the Communication Strategy
Create an integrated marketing communication (IMC) strategy.
Propose a pricing strategy that the company should follow.
Choosing a Company
In this week of your final project, select a company to study in depth over the next five weeks. Your final project for each week in this course will require you to examine this organization.
You must have your organization approved in writing by your instructor before moving forward with the assignment.
Tasks:
Complete the following tasks:
Perform a SWOTT analysis, placing particular emphasis on long-term trends affecting the company chosen by you.
Create a (new) mission statement, placing particular emphasis on what the competition is doing. Include the following elements in your statement:
Customer orientation
Service category
Scope or direction
Core competency
Measurability
Submission Details:
Present your analysis as a 2-page report in a Microsoft Word document formatted in APA style.
On a separate page, cite at least three peer-reviewed sources using APA format.
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