Marketing Opportunities

MT450M3-3: Evaluate a firm’s marketing opportunities. PC-3.2: Interact with others in a professional manner using appropriate communication and presentation skills. Marketers monitor the internal metrics for their products as well as relying on companies that provide metrics and analytics on a constant basis regarding website activity, social media responses in certain demographic groups, etc. In this Assessment, you will access the metrics for the new company AHP and begin to analyze data and determine the opportunities involved for improving brand loyalty regarding a chosen product line. Then create a minimum of 12 Microsoft® PowerPoint® slides with audio and additional title and reference slides, with notes below each slide for the marketing director (MD) and marketing team. Address the following checklist items based on the survey results, the provided scenario, chapter readings, and Learning Activities: Checklist: Access the partial AHP CSR database information.Evaluate the marketing opportunities for your selected product line and the customer experience based on the survey data provided on tab 2 of the CSR database spreadsheet above.Recommend marketing opportunities for improving brand loyalty.Determine the brand personality of AHP according to Aaker (1997; as cited in Kotler & Keller, 2016, p. 163).Determine who influences the consumer buying decision and how marketing can improve upon the current influences.Determine the global marketing opportunities that you see if the majority of suppliers are located in the U.S. and either the kitchen appliances line or the furniture line is of increasing interest to consumers in the EU or Asia (your choice). (Reference Chapter 8.)Create a minimum of 12 Microsoft PowerPoint slides with audio and additional title and reference slides, with notes below each slide for the marketing director (MD) and marketing team.ReferenceKotler, P., & Keller, K. L. (2016). Marketing management (15th ed.) Boston, MA: Pearson.Adaptable Home Products Company (AHP) is a new home products company that
uses technology to enhance convenience in regular home products including furniture to
accommodate those with disabilities and physical challenges.
This brand new startup company has just hired you on as one of three new marketing
product line managers reporting to the marketing director. Several years in the planning,
the start-up is now becoming operational. The founders are technology
entrepreneurs/engineers and a former financial director. They have many enthusiastic
investors who appreciate the founders experience and innovation. Besides hiring based
on specific qualifications for the particular job, they only hire marketing professionals
who have technology or rehabilitation/medial supply marketing expertise. They allow the
first two weeks at the company for intensive training concerning their technology and
processes to become thoroughly familiar with the products. The advertising is done via
magazines and streaming television programs and the company website.
All production is done within the United States (U.S.), and regional mechanical
engineers (who have been trained by AHP) install the products if needed, once they are
shipped. Either Installers National Franchise Co. installers for the largest (Product #3)
items, and local or other regional installers.
The founders want to keep the company relatively small in staff but with a potentially
global market. The headquarters is located outside of Scottsdale, Arizona as well as
their production facilities (which predominantly uses robots for actual production work)
and large warehouse are ADA compliant and they hire veterans when possible.
The mission of the company is: We make quality home products to help improve lives
anywhere.
The objectives, according to the executives of AHP, are:
 Create products that are attractive, affordable, and better enable customer use.
 Design quality products harnessing technology that makes peoples’ lives easier.
The department has hired you as one of three new marketing product line managers
(you can read the general product manager job duties).
Product line 1. Furniture (push button adjustable height (1) arm chairs, (2) sofas, (3)
entertainment centers, and (4) kitchen tables that with push of a button adjust height
along with optional adjustable chairs.
Product line 2. Kitchen Appliances: (1) Adjustable table top small ovens that defrost,
cook, and deliver the meal to table with push of a button (sensors determine
defrost/cooking times); (2) refrigerator/freezers that upon selection place the frozen item
in the table top oven (when bought in tandem); (3) two-sided dishwashers that can send
out clean dishes from one side and retrieve dirty ones to the other; (4) cookpots that
auto-cook stews and sauces by cutting and sautéing ingredients placed in to “feed tube”
and then cooking over low heat for several hours.

1

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Director
(3 reports:
Sales
Manasen)

Finance/
Ac:c:ountins
Direc:tor(S
reports)

President/
CEO(Z
reports)

AHP corporate
structure: 46
employees to
date
Product line 3. Adjustable Screens: (1) Television (consumer); (2) computer
monitors; Business to Business line: (3) tablet and cell, and (4) industrial monitors of all
types that adjust to light, time of day, and visual needs of the viewer while protecting
their eyes from harmful light.
*Disclaimer: The organization and characters depicted in this exercise are fictional. Any resemblance to
real organizations or individuals is purely coincidental. This exercise may include actual companies and
brand names solely for instructional purposes; this exercise is not associated with any such actual
company or brand name. All trademarks remain the property of their respective owners.

AHP Company Structure:

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