TRident MKT301 module 1 case and SLP

| October 22, 2018

Case Assignment MKT 301

Philip Morris is the nation’s largest
tobacco company and sells leading cigarette brands such as Marlboro and
Virginia Slims. While the health risks of smoking are well known, selling
cigarettes has traditionally been considered a safe and profitable business to
be in. However, more and more
restrictions are being placed on smoking and people are becoming more health
conscience. Furthermore, many smaller
companies have begun selling e-cigarettes.
E-cigarettes allow users to inhale nicotine without the health risks
associated with inhaling smoke into the lungs.

Philip
Morris has been researching and test marketing “safer” cigarettes for
decades, and very recently decided to go ahead with a new e-cigarette under the
brand name Marlboro HeatSticks. Unlike
competing e-cigarette brands, the HeatStick will use some tobacco to give their
vapor a taste closer to a real cigarette.

Review the background materials on product
management with a close attention to the Pearson tutorial on products and
services, Richardson and Gosnay (2011) and Paley (2007). Then do some research on Philip Morris and
the e-cigarette market. Here are some
articles to get you started:

Felberbaum, M., & Tobacco, A. (2014,
Jun 26). Philip Morris Int’l to sell Marlboro HeatSticks. El Paso Times
[Proquest]

Felberbaum, M. (2013, Nov 21). Philip
Morris eyes electronic cigarette market. Daily Gleaner[Proquest]

Case Assignment

When you have finished reviewing the
background materials and doing some research on Philip Morris and e-cigarettes,
write a four- to five-page paper that addresses the following questions:
1.What type of product is Philip Morris’
HeatStick? Use the terminology from the
background materials to classify this product, and pay close attention to the
“Classification of products” and the “Different types of new products” sections
of Chapter 5 of Richardson and Gosnay (2010)
2.At what stage of the product life cycle
are the traditional cigarette and the e-cigarette respectively, and what
implications should this have for Philip Morris’ marketing strategy? Refer to the stages of the product life cycle
as explained in Richardson and Gosnay (2010) and Paley (2007).
3.Which stages of the new product
development process do you think will be most crucial to the success of the
HeatStick? Explain your reasoning, and
refer to either the eight stages of the new product development process in
Richardson and Gosnay (2010) or the six phases discussed on pages 158-161 of
Paley (2007).

Assignment Expectations
•Answer the assignment questions directly.
•Stay focused on the precise assignment
questions, don’t go off on tangents or devote a lot of space to summarizing
general background materials.
•Make sure to use reliable and credible
sources as your references. Articles published in established newspapers or
business journals/magazines are preferred.
If you find articles on the internet, make sure it is from a credible
source.
•Reference your sources of information with
both a bibliography and in-text citations. See the Student Guide to Writing a
High-Quality Academic Paper, including pages 13-14 on in-text citations.
Another resource is the “Writing Style Guide”, which is found under “My
Resources” in the TLC portal.

SLP MKT 301

For the Session Long Project you will be
choosing a company whose product you personally use and applying the concepts
from the background materials to analyze this company’s marketing strategy.

Make sure to choose a company that has a
lot of information available, as you will need to analyze many different
aspects of this company’s marketing strategy while writing up your Modules 1-4
papers. It is best to choose a large and
well known company since these companies will generally have the most
information available about it.

Do some research on your chosen company and
the specific product from this company that you use, and also review the
background materials on product classifications, the product life cycle, and
new product development. When you are
done with your research and have thoroughly reviewed the background materials,
write a two to three page paper addressing the following questions:
1.Briefly describe the company and product
you have chosen, and why you chose it.
Then explain what type of product it is based on the classifications
from Richardson and Gosnay (2010).
2.What stage of the product life cycle is
this product at right now? What
strategies could this company use to extend the life of the product? Use the concepts from Richardson and Gosnay
(2010) and Paley (2007) in your answer.
3.What recommendation do you have for a new
product from this company that you would personally use if they introduced it?

SLP Assignment Expectations
•Answer the assignment questions directly.
•Stay focused on the precise assignment
questions, don’t go off on tangents or devote a lot of space to summarizing
general background materials.
•Make sure to use reliable and credible
sources as your references. Articles published in established newspapers or
business journals/magazines are preferred.
If you find articles on the internet, make sure it is from a credible
source.
•Reference your sources of information with
both a bibliography and in-text citations. See the Student Guide to Writing a High-Quality
Academic Paper, including pages 13-14 on in-text citations. Another resource is
the “Writing Style Guide”, which is found under “My Resources” in the TLC
portal.

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