Marketing Environment and Consumer-Driven Marketing Strategy
For this course project submission, complete the following:
Part 1 Situation Analysis
As weve learned, a thorough situation analysis is an important first step in developing an effective marketing plan. Before completing this assignment, you should thoroughly research the company and product youve selected. Review any other credible resources you can find about the company, e.g. the companys website, annual report, or other internet resources. After you have conducted research, complete the following:
1. SWOT Analysis: List at least five (of each) strengths, weaknesses, opportunities, and threats.
2. Macro and microenvironment: Discuss three (of each) microenvironmental factors and macroenvironmental factors, and how they will affect the companys ability to successfully market its offering.
Part 2 Customer-Driven Marketing Strategy
Weve also learned that it is important to develop a customer-driven marketing strategy to identify and target the right customer. Complete the following:
1. Discuss the segmentation variable(s) you would use to segment the market your product competes in and explain your choice.
2. Describe the segment(s) you would define as target market(s) and explain your choice.
3. Write a positioning statement for your product.
4-5 pages a minimum
Use at least five credible sources for your paper.
