Trident MKT501 full course 2016 latest feb

| March 29, 2017

Question
Module 1 – Case
STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS

Assignment Overview
This Case Assignment focuses on Volkswagen’s emissions scandal and related brand management and business ethics issues.

Case Reading
Boston, W., & Houston-Waesch, M. (2015, Oct 15). Volkswagen suspends another top engineer; berlin orders recall; transport minister says recall of tainted diesel cars is mandatory. Wall Street Journal (Online).

Danny, Hakim, Kessler, A. M., & Ewing, J. (2015, Sep 27). As VW pushed to be no. 1, ambitions fueled a scandal. New York Times.

Ewing, J. (2015, Sep 23). Diesel scandal at VW spreads to core market. New York Times.

Farrell, S. (2015, Oct. 26). Volkswagen loses sales top spot to Toyota after emissions scandal. Retrieved from .theguardian.com/business/2015/oct/26/volkswagen-top-spot-toyota-vw-emissions-scandal”>http://www.theguardian.com/business/2015/oct/26/volkswagen-top-spot-toyota-vw-emissions-scandal.

Fung, B. (2015). Volkswagen’s U.S. CEO apologizes for emissions cheating scandal. Washington: WP Company LLC d/b/a The Washington Post.

Lane, C. (2015, Oct. 26). Emissions scandal is hurting VW owners trying to Resell. Retrieved from.npr.org/2015/10/26/450238773/emissions-scandal-is-hurting-vw-owners-trying-to-resell”>http://www.npr.org/2015/10/26/450238773/emissions-scandal-is-hurting-vw-owners-trying-to-resell .

La Monica, P.,R. (2015, Sep 23). Volkswagen has plunged 50%. will it ever recover? CNN Wire Service.

Sanger-Katz, M., & Schwartz, J. (2015, Sep 30). Gauging human toll of VW fraud. International New York Times.

Here are some articles on brand equity and brand management.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

Helm, S., & Tolsdorf, J. (2013). How does corporate reputation affect customer loyalty in a corporate crisis? Journal of Contingencies & Crisis Management, 21 (3), p144-152.

Case Assignment
Develop a report in terms of the following guidelines. A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Brand Equity of VW”, instead of a sentence or a question. Looking at required articles on Volkswagen’s emissions scandal, as well as additional research you have done, address the following issues:

1. Briefly describe Volkswagen’s emissions scandal and provide background on the company and automobile industry.

2. Do you think Volkswagen’s brand reputation was severely damaged by the emissions scandal? How about its brand equity?Discuss what brand equity is, and how Volkswagen’s brand equity will be impacted.

3. How should Volkswagen handle the emissions scandal in an ethical way? Discuss the related ethical issues from both consumer and brand manager perspectives.

4. What can you learn from this case? What suggestions could you offer to Volkswagen’s top management?

Assignment Expectations
Expectations Regarding Your References and Defense of Your Positions

Write clearly, simply, and logically. Your paper should be 750–1,500 words long, excluding title pages and references, but quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.

Back up your positions or opinions with references to the required readings for this Case and those in the Module Background. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

STP, PRODUCT MANAGEMENT & SITUATION ANALYSIS

Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct secondary research in SLP1 and SLP2 to glean the necessary information for your marketing plan in SLP3 and SLP4.

It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.

Please check the outline of the .trident.edu/content/enforced/71821-MKT501-JAN2016FT-2/Marketing%20Plan%20Outline.pdf?_&d2lSessionVal=EcrY13eWu60WxuDPNkXVfv5AZ&ou=71821″>marketing plan, which provides information on:

1. The final format for this cumulative Session Long Project;

2. A list of topics for the whole project;

3. The continuity and connections among SLPs 1-4.

In this module SLP1, identify a company and a charge (or task) for this marketing research project and conduct situation analysis related to your charge. This is the first step of this cumulative research project. You need to review all four SLPs first in order to better understand the requirements for this project.

mbers. Your written analysis in this subsection should be consistent with the table and histogram/chart.
SLP Assignment Expectations
Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” and “1, 2, 3, 4…” below are used to show the major issues you need to include in your paper, but should not be used to format your paper.

I. Product Statement (2 pages maximum)

1. Describe the company/organization.

2. Provide brief background of the organization.

3. Describe the business problem and charge you have for this marketing plan.

4. Provide a brief overview of what issue you are studying, and how a marketing perspective can help address the issue.

II. Situation Analysis (3-6 pages)
Note: Only include sections that are relevant to your charge. The relevance of each section of analysis should be clear to the reader.

a. External Environment Analysis

i. Context Analysis

· Industry forces that might impact success of any actions taken

ii. Competitor Analysis

· Any organization or message that may prevent any actions taken from being successful

iii. Technological and Economical Situation Analysis

iv. Political, Legal, and Cultural Analysis

b. Customer Environment Analysis

i. Customer Analysis

ii. Collaborator Analysis

c. Internal Environment Analysis

i. Company Analysis (include the table and histogram/chart in the appendix)

Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references.

Explain clearly and logically the facts about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable ones such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

It is also important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

“As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O’Neill, 2002).”

There are different citation and reference formats such as APA, MLA, or Chicago. No matter which format you adopt for your marketing plan, make it consistent throughout the plan.

The marketing plan should use third person business writing. Avoid “we,” “our,” and “you.” Do not use contractions in business writing.

Here are some guidelines on how to conduct information search and build critical thinking skills.

Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from.emeraldinsight.com/learning/study_skills/skills/searching.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

Guidelines for handling quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from.english.purdue.edu/owl/section/1/2/”>https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved from.english.purdue.edu/owl/resource/563/1/”>https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from.english.purdue.edu/owl/resource/589/1/”>http://owl.english.purdue.edu/owl/resource/589/1/

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from
.english.purdue.edu/owl/resource/659/03/”>http://owl.english.purdue.edu/owl/resource/659/03/

Module 2 – Case
PROMOTION MANAGEMENT & SWOT ANALYSIS

Assignment Overview
Read these articles related to a mobile marketing campaign by Old Navy:

Behind the campaign: Old Navy goes after men in new ad push (2011, June 18). Advertising Age. Retrieved from .com/article/news/navy-targets-campaign-men/228051/”>http://adage.com/article/news/navy-targets-campaign-men/228051/

Compare this mobile marketing campaign to its predecessor, which also led to the departure of Old Navy’s marketing director:

Crang, D. (2012). .comscore.com/content/download/12507/258641/file/Next-Generation+Strategies+for+Advertising+to+Millennials.pdf”>Next generation strategies for advertising to millennials. comScore, Inc.

Elliott, S. (2011, February 17). Old Navy replaces mannequins with music. New York Times.Retrieved from .blogs.nytimes.com/2011/02/17/old-navy-replaces-mannequins-with-music/?_php=true&_type=blogs&_r=0″>http://mediadecoder.blogs.nytimes.com/2011/02/17/old-navy-replaces-mannequins-with-music/?_php=true&_type=blogs&_r=0

Tansley, I. (2013). 8 reasons why men are trading in-person shopping for online retail. Forbes. Retrieved from .forbes.com/sites/iantansley/2013/10/24/8-reasons-why-men-are-trading-in-in-person-shopping-for-online-retail/”>http://www.forbes.com/sites/iantansley/2013/10/24/8-reasons-why-men-are-trading-in-in-person-shopping-for-online-retail/

Smith, C. (2015). The surprising facts about who shops online and on mobile. Business Insider. Retrieved from .businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6″>http://www.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6

Kaplan, M. (2011). Behavioral differences between men and women influence shopping. Retrieved from .practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-Shopping”>http://www.practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-Shopping

Case Assignment
Imagine you have been hired as a consultant to the VP of marketing for Old Navy, a subsidiary of Gap Inc. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.

Your job is to write a short memo of 750-1500 words critically analyzing Old Navy’s promotion strategy. In particular, note that the company has decided to use online video instead of television. Make sure to address the following issues:

1. Evaluate the choice of young adult males as a target for an Old Navy promotion.

2. In choosing mobile media for this campaign, what assumptions were made about the viewing habits of this target? Do you believe these assumptions are valid? What would you recommend regarding this choice?

3. What do you think of the creative strategy chosen for this campaign? With the increasing popularity of social media, what would you recommend to Old Navy regarding its online promotion strategy? Explain why.

Do not spend a lot of time digging in the company’s website and do not just rehash what the company did; instead, introduce a critical perspective. Focus on the Case and Background reading as well as relevant background reading from Modules 1 and 2. There are no right answers; after all, you do not have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning. In particular, show your understanding of the way a change in target market affects the company’s promotion strategy. Also, give some thought as to how this campaign meshes with other elements of Old Navy’s marketing program, for example, merchandising (product management), store environment, and pricing, and where this all fits in GAP’s brand portfolio.

Assignment Expectations Regarding Your References and Defense of Your Positions
Write clearly, simply, and logically. Your memo should be 750-1500 words long, excluding title pages and references, but quality of writing is more important than length. Check the following link for business memo format:.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf”>http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.

Back up your positions or opinions with references to the required reading found in the Module 1-3 Backgrounds and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

1. The “why” is more important than the “what.”

2. The defense of your positions on the issues is more important than the positions you take.

Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.

Avoid redundancy and general statements such as “All organizations exist to make a profit.” Make every sentence count.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

H

Module 2 – SLP
PROMOTION MANAGEMENT & SWOT ANALYSIS

Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct both secondary research in SLP1 and SLP2 to glean the necessary information for your marketing plan in SLP3 and SLP4.

It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.

Please check the .trident.edu/content/enforced/71821-MKT501-JAN2016FT-2/Marketing%20Plan%20Outline.pdf?_&d2lSessionVal=EcrY13eWu60WxuDPNkXVfv5AZ&ou=71821″>outline of the marketing plan, which provides information on:

1. The final format for this cumulative session long project;

2. A list of topics for the whole project;

3. The continuity and connections among SLPs 1-4.

In this module SLP2, conduct SWOT analysis for your charge based on the situation analysis in SLP1. This is the second step of this cumulative research project. Be sure to revise the sections in SLP1 and include them in this paper following the marketing plan outline provided above.

SWOT Analysis
A thorough situation analysis in the Module 1 SLP is the foundation for a SWOT analysis. Develop statements of the company’s internal strengths and weaknesses, and external opportunities and threats. If there is any question as to whether a fact or issue is external (these lead to opportunity and threat statements) or internal (these lead to strength and weakness statements), ask this key question, “Would this issue exist if the company did not exist?” If the answer is yes, then the issue should be classified as external.

Note:Remember that alternative marketing strategies and tactics are not opportunities. Opportunities and threats exist independently of the firm. Strategies and tactics are what the firm intends to do about its opportunities and threats relative to its own strengths and weaknesses.

The SWOT will play a critical role (along with an in-depth understanding of target market needs/preferences and competition) in the development of goals, objectives, and marketing strategies and programs. Key strengths need to be matched to opportunities and converted to capabilities that help serve customer needs better and lead to competitive advantage. Goals, strategies, and program ideas stem from an attempt to convert weaknesses into strengths and threats into opportunities. Some alternatives will also come from thinking about how to minimize the repercussions of weaknesses and threats that cannot be converted, and/or how to avoid them altogether. Follow the instructions below to identify strengths, weakness, opportunities, and threats.

A.

e distribution network and limit our access.

SLP Assignment Expectations
Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” below are used to show the major issues you need to include in your paper, but should not be used to format your paper.

III. SWOT Analysis (3-6 pages)

1. Strengths and Weaknesses (Internal)

i. Strengths

ii. Weaknesses

2. Opportunities and Threats (External)

i. Opportunities

ii. Threats

3. SWOT Table

Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 1 SLP based on the feedback from your professor and your additional research, and include the Module 1 SLP in the Module 2 SLP.

Explain clearly and logically the facts about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find the information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

“As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O’Neill, 2002).”

There are different citation and reference formats such as APA, MLA, or Chicago. No matter which format you adopt for your marketing plan, make it consistent throughout the plan.

Also note: The marketing plan should use third person business writing. Avoid “we,” “our,” and “you.” Do not use contractions in business writing.

Here are some guidelines on how to conduct information search and build critical thinking skills.

Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from.emeraldinsight.com/learning/study_skills/skills/searching.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

Guidelines for handling quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from.english.purdue.edu/owl/section/1/2/”>https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved from.english.purdue.edu/owl/resource/563/1/”>https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from.english.purdue.edu/owl/resource/589/1/”>http://owl.english.purdue.edu/owl/resource/589/1>

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from.english.purdue.edu/owl/resource/659/03/”>http://owl.english.purdue.edu/owl/resource/659/03/

Your SLP should not simply be a list of facts. Take the facts you find about the company, the charge, and the environments that the company faces, and explain how you think those facts will affect the financial future of the product or brand in your charge. The emphasis in grading your paper will be on the breadth and depth of your discussion of each topic, critical thinking, the clarity of your discussion, and the proper organization of the paper.

Module 3 – Case
DISTRIBUTION & MARKETING PLAN

Assignment Overview
One interesting aspect of distribution channels occurs when a retailer, in this case, Amazon, integrates backward with the intent of attracting suppliers (authors with brand names) and the expectation of utilizing other outlets (traditional bookstores) for full distribution of its products. In this example, the largest traditional bookstore chain, which also has a significant online business, has decided not to stock Amazon’s products in the hope of discouraging authors from signing publication contracts with Amazon. Effective distribution channels call for vertical cooperation, here among authors and their agents, publishers, and retail outlets. But vertical integration invites conflicts. The battle between Amazon and Barnes & Noble deserves further attention.

Case Reading
Review the followings articles related to recent developments in book retailing (Use the university online library search engine on TLC homepage to find the articles):

Trachtenberg, J. A. (2014, Feb 27). Corporate news: Barnes & noble posts profit as digital device sales tumble. Wall Street Journal.

Gelles, D. (2014, Feb 22). Barnes & noble receives conditional offer. New York Times.

Krug, N. (2012, Oct 31). Amazon books getting no shelf space. The Washington Post.

Herther, N. K. (2012). THE E BOOK WARS amazon versus the rest. Searcher,20(4), 20-23,26-30.

Turner, K. (2012, Feb 05). Independent retailers turn page on business. McClatchy – Tribune Business News.

Case Assignment
Develop a report in terms of the following guidelines based on the articles listed above and other supplemental articles. A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Facts Recap,” instead of a sentence or a question.

1. Briefly review the facts on the battle between Amazon and Barnes & Noble reported in the articles.

2. Was Amazon wise to get into publishing in addition to its very strong position in retailing new and used books? Explain your answer.

3. If you were a popular author of children’s fiction (with a successful past relationship with a traditional publisher) and your agent (another member of the book publishing channel) asked you whether to approach Amazon regarding the publication of your latest project, what would you say? Why?

4. Would it matter if you were working on your first book and had no previous relationship with an editor or publisher? If yes, why would this make a difference?

5. Considering traditional and contemporary distribution channels, and with the continuing decline of its e-book sales, how would you recommend Barnes & Noble compete with Amazon in the future? Do you think acquisition is a feasible solution for Barnes & Noble? Why?

Assignment Expectations Regarding Your References and Defense of Your Positions
Write clearly, simply and logically. Your paper should be 750-1,000 words long, excluding title pages and references, but quality of writing is more important than length. Use double-spaced, black Verdana or Times Roman font in 12 pt. type size.

Back up your positions or opinions with references to the required reading found in the Module 1-4 Backgrounds and Ongoing Useful Resources. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:

1. The “why” is more important than the “what.”

2. The defense of your positions on the issues is more important than the positions you take.

Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

Do not include definitions or summaries of the readings or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.

Avoid redundancy and general statements such as “All organizations exist to make a profit.” Make every sentence count.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

Here are some guidelines on how to conduct information search and build critical thinking skills.

Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from.emeraldinsight.com/learning/study_skills/skills/searching.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

Guidelines for handling quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from.english.purdue.edu/owl/section/1/2/”>https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved from.english.purdue.edu/owl/resource/563/1/”>https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from.english.purdue.edu/owl/resource/589/1/”>http://owl.english.purdue.edu/owl/resource/589/1/

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from
.english.purdue.edu/owl/resource/659/03/”>http://owl.english.purdue.edu/owl/resource/659/03/

Module 3 – SLP
DISTRIBUTION & MARKETING PLAN

Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct both secondary research in SLP1 and SLP2 to glean the necessary information for your marketing plan in SLP3 and SLP4.

It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.

Please check the .trident.edu/content/enforced/71821-MKT501-JAN2016FT-2/Marketing%20Plan%20Outline.pdf?_&d2lSessionVal=EcrY13eWu60WxuDPNkXVfv5AZ&ou=71821″>outline of the marketing plan, which provides information on:

1. The final format for this cumulative Session Long Project;

2. A list of topics for the whole project;

3. The continuity and connections among SLPs 1-4.

In this module SLP3, conduct the issue analysis based on the secondary research results in SLPs 1-2. Then develop goals and objectives, as well as the specific marketing strategies to accomplish your charge. This is the third step of this cumulative research project and you are developing marketing plans for your charge. Be sure to revise the sections in SLPs 1-2 and include them in this paper following the marketing plan outline provided above.

Issues Analysis
The situation analysis and SWOT Analysis are the basis for the Issues Analysis. Here the primary focus should be on the charge for your research project. What are the most important issues and decisions that the organization is likely to face when trying to accomplish the charge? Further, if the previous research steps (situation analysis and SWOT analysis) have shown that previous marketing efforts were unsuccessful (and why), you should include the lessons to be learned as issues.

In general, issues can include, but are not limited to (the issues depend on the charge of the respective marketing plan and are likely to differ from plan to plan):

· Should the company focus on the charge in question?

· What rate of growth is necessary and sustainable?

· Does the company need to increase promotion to thwart the competition or to successfully reach its target market?

· Does the company need to develop new promotional efforts to reach the identified target market?

· What would be the most promising way of communicating with the target market?

· Does the company need to increase the target market’s knowledge base?

· Does the company need to address/change the target market’s belief systems?

· Does the company need to develop persuasive messages tailored to the specific brand at hand?

· Does the organization need to work on its reputation?

· Is the company’s current distribution in order?

· Should the company review its pricing strategy?

· Does the company anticipate any major competitive attacks in its current markets?

Note: Be realistic when proposing issues. For example, suggesting that the company should invest funds in stocks or real estate is not appropriate for the marketing plan. First, it has nothing to do with the charge at hand; second you are unlikely to have enough information to address this issue in the following sections (i.e., goals, objectives, and implementation).

Also do not list questions in your issue analysis.Instead you should list the issues in a descriptive way based on the situation analysis and SWOT analysis results.

Goals and Objectives
Both goals and objectives need to be driven by the Issues Analysis.

Establish corporate goals: qualitative statements of desired general accomplishments that are indicative of the direction and priorities of the company or the outcome that the company hopes to accomplish (e.g., to improve customer satisfaction and loyalty, increase consumer knowledge, change consumer beliefs, persuade the target audience to buy the new brand, have the most-recognized and effective advertising campaign in the industry, improve service quality, have lower prices than all competitors, increase market share, produce the most loyal customers in the industry).

Set specific measurable corporate quantitative objectives: targeted dollar amount of sales; number of iPad 4 sold; targeted market share; etc. That is, you need to express the goals you have outlined above in quantitative (numerical) terms, and you also need to place them within a time frame. In other words, the objectives are driven by the goals you outlined above. Please avoid listing objectives that have nothing to do with the identified goals.

Note:If you are dealing with a new product (i.e., your charge), please do not express objectives for the first year in percentage terms. In other words, stating that you would like to increase awareness by 5% for a new product does not make sense, because a new product will start out with a market share (or awareness) of zero and 5% of zero is still zero. In such a case, please phrase your objectives differently (e.g., the objective is to increase the brand awareness among 10% of the target market within the next 6 months).

You should have at least one goal. Please make sure that those goals (and your objectives) focus on your charge and also reflect your issues analysis. You should have at least two objectives for each goal.

The format for this section should look as follows:

Goal 1

Objective 1

Objective 2 (if applicable)

Etc.

Goal 2

Objective 1

Objective 2 (if applicable)

Etc.

Marketing Strategies
Marketing strategies encompass recommended positioning, competitive differentiation, and customer value strategy. These include a description of your target market, intended image/position in the market, and the value proposition.

A. Target Market Definition

The process of selecting a target market is one of the most important decisions an organization can make. Most organizations segment the entire population into groups with homogeneous needs. For a market segment to be viable it must be measurable, meaningful, and marketable. A segment ismeasurable if its size can be determined, its purchasing power can be estimated, and other characteristics can be identified. It may be difficult to segment on the basis of social class, but easy to segment along income levels. A segment is meaningfulwhen it is large enough to have sufficient sales and growth potential to serve in the long run. A marketablesegment is one that may be reached and served efficiently. In general, a company wishes to serve the largest possible homogeneous group that also seems to be most likely to be persuaded to buy the product in your charge.

When companies write the marketing plan, defining the target market often proves to be the most challenging aspect of the plan. However, if you do not choose the right markets to target, you will often never achieve complete success. Too often, companies see that their solution can serve the needs of multiple markets and they try to establish multiple markets at the same time. Ultimately, this may lead to failure because they overextended themselves and did not successfully meet the needs of any market. Choose a well-defined market when you write your marketing plan and stick to it until the market dictates a change.

Bases for segmenting consumer marketsinclude demographic, benefit, psychographic, and behavioral characteristics. Demographic segmentation includes the characteristics of age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. Benefitsegmentation describes why consumers buy a product (e.g., makes me feel good, makes me feel useful, etc.). Psychographic segmentation encompasses lifestyle (e.g., outdoors, athletic), and personality (e.g., compulsive, gregarious). Behavioralcharacteristics include occasion (e.g., Valentine’s Day, birthday), usage rate (e.g., light, medium or heavy users), or attitude (loyalty).

Note: You do not have to use all of the above-listed bases for segmenting consumer markets. However, demographic segmentation and benefit segmentation will always have to be used. Follow the instructions below:

1. Primary (and Only) Target Market

· Describe the primary target market in demographic terms (use the descriptors that are most useful in terms of your charge).

· Describe the primary target market using benefits sought by that market.

· Describe the primary target market using one of the following bases: geographic, psychographic, benefits sought, or usage (depends on your target and your charge).

· Estimate the number of customers in your primary market.

· Justify the choice of your primary target market (if applicable).

This section is very important. Do not take shortcuts.

B. Strategy Statement

1. Image/Market Position

Positioning is the act of designing the offering and its image so that both occupy a meaningful and distinct competitive position in the minds of the target market.

What is the intended image you wish the product to portray? What is the position you wish the product to obtain?

2. Value Proposition

Why should customers buy from the agency instead of its competitors?

What does the agency have to offer to its customers that outperforms its competitors’ products?

SLP Assignment Expectations
Use the following outline to organize your paper. Note that the letters “a, b, c…” and the numbers “i, ii, iii, iv…” and “1, 2, 3, 4…” below are used to show the major issues you need to include in your paper, but should not be used to format your paper.

V. Issues Analysis (2 pages maximum)

1. Given your complete marketing analysis, what are the key issues that the company/organization must understand in order to address the charge that is being considered?

i. Note: This section concisely identifies the most important issues and decisions that the organization is likely to face when trying to sell the product in your charge.

o Bullet points (or numbered statements) are acceptable.

VI. Goals and Objectives (2 pages maximum)

1. The goals and objectives should be stated clearly and concisely.

i. (Think .gc.ca/eic/site/fednor-fednor.nsf/eng/fn03299.html”>S.M.A.R.T. i.e. Specific, Measurable, Achievable & Result Traceable).

2. Each goal/objective should be easily understood given your previous analysis and summary of key issues.

i. Do not “discuss” the goals/objectives. Just present them.

VII. Marketing Strategy Statements (2-6 pages)

1. Note: These are literally statements

i. Do not provide detailed descriptions.

ii. These statements will guide your implementation.

iii. These statements should be logical given your analysis and goals.

2. Target Market Definition

i. Note: This is a short, final description of who your action plan will be intended to reach. You may simply be restating target population previously identified.

o Describe the target market in demographic and/or psychographic terms.

o Describe the key benefits/behaviors this target market seeks/prefers.

o Estimate the number of customers in this segment.

3. Strategy Statements

. Value Statement

§ Why should “customers” adopt your strategic initiative?

§ What does your initiative provide (or what do you suggest it provide) in order to encourage/support behavioral change?

§ Identify “the set of benefits that the strategy offers.”

Note:The value proposition is intangible, but it is made tangible through specific offerings/activities.

i. Proposition Statement

§ What is the key proposition on which the strategy and its activities should be based?

§ Refer to the “4 Ps” of marketing.

ii. Accessibility Statement

§ What information or support materials must be made easily accessible?

§ Refer to the “4 Ps” of marketing.

iii. Communication Statement

§ What method of communications should be sought? Print/radio and other traditional media? Social networking?

Note: Use double-spaced, black Verdana or Times Roman font in 12 pt. type size. Include a title page and references. Revise your Module 3 SLP based on the feedback from your professor and your additional research, and include the SLPs from Modules 1-3 in the Module 4 SLP.

Explain clearly and logically the facts you find about your company and charge, and use the required reading to support your positions on the issues. Do not repeat or quote definitions. Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

Academic papers at the master’s level should include citations and references. Look at different sources, especially credible and reputable resources such as The New York Times, The Wall Street Journal, Businessweek, and The Economist, to find the information for your paper. Also use Trident University’s online library databases such as ProQuest and EBSCO to find information for your project. Your discussion on each topic should be a synthesis of the different sources. Taking shortcuts on the number and quality of your sources will result in a poor-quality marketing plan that will be of no use to your client.

Also, it is important that you reference your sources throughout the text of your marketing plan. Take the following paragraph as an example:

“As a result, telephone interviewers often do not even get a chance to explain that they are conducting a survey (Council for Marketing and Opinion Research, 2003), and response rates have steadily declined (Keeter et al., 2000) to reported lows of 7% (Council for Marketing and Opinion Research, 2003). This decrease presents a problem because not only does it increase the cost of conducting telephone surveys, but it also leads to questions concerning the generalizability of the results (Struebbe, Kernan & Grogan, 1986; Tuckel & O’Neill, 2002).”

There are different citation and reference formats such as APA, MLA, or Chicago. No matter which format you adopt for your marketing plan, make it consistent throughout the plan.

Also note: The marketing plan should use third person business writing. Avoid “we,” “our,” and “you.” Do not use contractions in business writing.

Here are some guidelines on how to conduct information search and build critical thinking skills.

Emerald Group Publishing. (n.d.). Searching for Information. Retrieved from.emeraldinsight.com/learning/study_skills/skills/searching.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm

Emerald Group Publishing. (n.d.). Developing Critical Thinking. Retrieved from.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm

Guidelines for handling quoted and paraphrased material are found at:

Purdue Online Writing Lab. (n.d.). Academic Writing. Retrieved from.english.purdue.edu/owl/section/1/2/”>https://owl.english.purdue.edu/owl/section/1/2/

Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and Summarizing. Retrieved from.english.purdue.edu/owl/resource/563/1/”>https://owl.english.purdue.edu/owl/resource/563/1/

Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism. Retrieved from.english.purdue.edu/owl/resource/589/1/”>http://owl.english.purdue.edu/owl/resource/589/1/

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Purdue Online Writing Lab. (n.d.). Logic in Argumentative Writing. Retrieved from.english.purdue.edu/owl/resource/659/03/”>http://owl.english.purdue.edu/owl/resource/659/03/

Your SLP should not simply be a list of facts. Take the facts you find about the company, the charge, and the environments that the company faces, and explain how you think those facts will affect the financial future of the product or brand in your charge. The emphasis in grading your paper will be on the breadth and depth of your discussion of each topic, critical thinking, the clarity of your discussion, and the proper organization of the paper.

Module 4 – Case
PRICING & MARKETING PLAN IMPLEMENTATION

Required Reading/Resources
Reingold, J., Jones, M., & Kramer, S. (2014). How to fail in business while really, really trying.Fortune, 169(5), 80.

Lublin, J. S., & Mattioli, D. (2013, Apr 09). Penney CEO out, old boss back in. Wall Street Journal (Online). Retrieved from ProQuest.

Glazer, E., Lublin, J. S., & Mattioli, D. (2013, Apr 9). Penney backfires on ackman. Wall Street Journal (Online). Retrieved from ProQuest.

D’Innocenzio, A. (2012, January 27). J.C. Penney slashing prices on all merchandise. USA Today. Retrieved from .usatoday.com/money/industries/retail/story/2012-01-25/penneys-price-overhaul/52787388/1″>http://www.usatoday.com/money/industries/retail/story/2012-01-25/penneys-price-overhaul/52787388/1

Reingold, J. (2012, March 19). Retail’s new radical. Fortune. Retrieved from .fortune.cnn.com/2012/03/07/jc-penney-ron-johnson/”>http://management.fortune.cnn.com/2012/03/07/jc-penney-ron-johnson/

Mattioli, D. (2012, January 26). J.C. Penney chief thinks different. Wall Street Journal.

Mattioli, D. (2012, January 25). How J.C. Penney was minted. Wall Street Journal.

There’s a lot going on at J.C. Penney these days. With a new CEO, Penney, confronted with pressing competition up, down, and sideways in the department store wars, is reinventing itself in terms of merchandising, supply, and pricing strategies. Here we will concentrate only on the pricing aspects of these new directions. However, this is ultimately about positioning; trying to find a space that is responsive to potential customers as well as differentiating the Penney brand from Target, Kohl’s, Wal-Mart, and Macy’s.

These articles shed additional light on the implications of Penney’s new direction:

Berfield, S. (2012, May 24), Remaking J.C. Penney Without Coupons. Bloomfield Business Week.Retrieved from.businessweek.com/articles/2012-05-24/remaking-j-dot-c-dot-penney-without-coupons”>http://www.businessweek.com/articles/2012-05-24/remaking-j-dot-c-dot-penney-without-coupons

Conte, C. (2012, March 8). Stein Mart reducing coupon use, lowering prices, Jacksonville Business Journal. Retrieved from .bizjournals.com/jacksonville/blog/2012/03/stein-mart-reducing-coupon-use.html?ana=RSS&s=article_search&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+bizj_jacksonville+%28Jacksonville+Business+Journal%29″>http://www.bizjournals.com/jacksonville/blog/2012/03/stein-mart-reducing-coupon-use.html?ana=RSS&s=article_search&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+bizj_jacksonville+%28Jacksonville+Business+Journal%29

Stein Mart plans to reduce its dependence on coupons and return to the everyday low-pricing strategy it became known for, with plans to cut prices between 5% and 10% on much of its merchandise. “We don’t want our customers to think they have to use a coupon to get a better price at Stein Mart,” said Jay Stein, chairman of the board and interim CEO. Girard, K. (2012, March 5). Is J.C. Penney’s makeover the future of retailing? Harvard Business School Working Knowledge. Retrieved from .hbs.edu/item/6944.html”>http://hbswk.hbs.edu/item/6944.html

Halkias, M. (2011, December 7). J.C. Penney buys stake in Martha Stewart’s company. The Dallas Morning News. Retrieved from .dallasnews.com/business/retail/20111207-j.c.-penney-buys-stake-in-martha-stewarts-company.ece”>http://www.dallasnews.com/business/retail/20111207-j.c.-penney-buys-stake-in-martha-stewarts-company.ece

Should Martha Stewart target markets or mass merchandise?

Talley, K. (2012,, January 27). Penney CEO says profits won’t suffer. Wall Street Journal. Retrieved from .wsj.com/news/articles/SB10001424052970204573704577184951220641144″>http://online.wsj.com/news/articles/SB10001424052970204573704577184951220641144

Timberlake, C., & Townsend, M. (2012, February 28). Macy’s says Martha’s dance card is too full.Business Week. Retrieved from .businessweek.com/articles/2012-02-28/macys-says-martha-stewarts-dance-card-is-too-full”>http://www.businessweek.com/articles/2012-02-28/macys-says-martha-stewarts-dance-card-is-too-full

Case Assignment
A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as “Johnson’s pricing strategy,” instead of a sentence or a question. Read and cite article listed above, supplemented with any other articles related to J.C. Penney, and develop a report addressing following issues.

1. Briefly describe Johnson’s pricing strategy, also providing background on the company and department store industry.

2. Explain why Johnson’s pricing strategy did not work. Support your position in terms of environmental factors such as economy, the competition, and changing consumer behavior.

3. What do you think Johnson could have done better? Take into account J.C. Penney’s segmentation, positioning, and branding strategies to explain this issue.

4. Compare J.C. Penney’s current pricing strategy and Johnson’s pricing strategy, based on your research on the most recent situation of J.C. Penney. How do you think J.C. Penney would perform in

Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:

Module 4 – SLP
DISTRIBUTION & MARKETING PLAN

Session Long Project
Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct both secondary research in SLP1 and SLP2 to glean the necessary information for your marketing plan in SLP3 and SLP4.

It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.

Please check the .trident.edu/content/enforced/71821-MKT501-JAN2016FT-2/Marketing%20Plan%20Outline.pdf?_&d2lSessionVal=EcrY13eWu60WxuDPNkXVfv5AZ&ou=71821″>outline of the marketing plan, which provides information on:

1. The final format for this cumulative session long project;

2. A list of topics for the whole project;

3. The continuity and connections among SLPs 1-4.

In this module SLP4, first develop action plans based on the marketing strategies developed in SLP3 and then evaluate marketing budget for the plans. This is the final step of this cumulative research project. Be sure to incorporate all the work for this Session Long Project (SLPs 1-4) into a complete marketing plan following the marketing plan outline provided above.

Marketing Implementation: Action Plans and Marketing Mix

The action plans and marketing mix are related. That is, the action plans contain a complete description of a marketing program, including its goals and objectives (as previously outlined in the section on Goals and Objectives), marketing mix activities, program evaluation mechanisms and measurements, budget and timing considerations, and quantitative assessments. (A complete description of these final dimensions follows. Follow the format below for action plan outlines.)

Before you begin working on the action plans, consider the total budget amount for your charge. Make a realistic budget estimate for your marketing plan based on the financial situation of the company and its past spending on marketing.

State for each action plan:

1. The goal(s) and objective(s) for the action plan.

2. The target market at which this action plan is aimed.

3. The marketing mix activities needed to implement the action plan.

· Product strategy and programs require consideration of things such as brand name, product features/benefits, differentiation from competition, relationship to delivering value, logo, package design/labeling, complementary products/services, elements of customer service strategy, and programs. Also, this is where the service concept, tangibles, customer-contact employees, and so on, need to be addressed. Depending on the charge of your marketing plan, some of the above may not apply.

·

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