Project #17027 - marketing term paper

MARKETING PROJECT (Group Term Paper)

 

Each team will select 2 directly competitive product /brands that are being sold in the marketplace (for example Beer/Budweiser vs. Coors). They will closely examine the manner in which the two product /brands are being  marketed and will write a report on their marketing strategies (target market and marketing mix: product, place, promotion and price strategies),

The recommended steps towards developing the project are as follows:

  • The group should decide on the product /brand for their study. Some examples are: Beer /Budweiser vs. Coors; Cola Beverage /Coca Cola vs. Pepsi Cola; Athletic Shoes /Nike vs. Adidas), Airline /American vs. United, Bank /Bank of America vs. Wells Fargo etc. (I have choosen Airline/American vs. United, Bank /Bank of America vs. Wells Fargo.)

·      analysis of each element of the Marketing Mix (i.e. Product, Price, Place and Promotion).

  • analyze and identify the ‘target market’ for the product/brand.
  • analyze and identify the ‘competitors’ (direct and indirect) of the brand.
  • conduct an extensive analysis of the element of the marketing mix (Product, Price, Place, and Promotion). Use the topic headings in the relevant chapter(s) as the elements of the marketing mix to research and analyze.
  • You are to use as many of the concepts in the chapter in the text related to your ‘marketing mix’ element of responsibility as a basis of application to the product/brand you are analyzing.

·      You would obtain information for your project from several sources, e.g. the Internet, Business periodicals (like Business Week, Fortune, Forbes, Wall Street Journal etc.), information published by the company, place of sale of the product/brand, consumer survey etc. 

  • discuss and incorporate the individual findings into a ‘report to management’ with conclusions indicating the strengths and weaknesses of the competitive brands in the product category.

Topics listing of the Project:

With respect to the two brands analyzed the report to be submitted should cover the following titled items:

  1. Target Markets of each Brand.
  2. For Each Brand:
    1. Product Strategy
    2. Place Strategy
    3. Price Strategy, and
    4. Promotion Strategy practiced
  3. Managerial Conclusions with regards to the strategic strengths and weaknesses of each competitive brand analyzed.

 

6 pages, double spaced, size 10 font, Arial type, one inch margins all around.

  

Subject Business
Due By (Pacific Time) 11/23/2013 12:00 am
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