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Many students perceive marketing to be about advertising, promotions, and sales
Many students perceive marketing to be about advertising, promotions, and sales when in fact it's about much more than that. This assignment teaches the research process necessary to learn about the foundational aspects of marketing and to apply strategies and concepts to a marketing plan using a real life scenario. They are designed to be completed in order. Please talk with your instructor if you are interested in starting a business in the future, and you would prefer to tailor these Assignments to this product/service. Marketing Plan: Background Study Topic: Instructor insert topic here OR allow student to select their own topic based on personal interest. Research the product category: Conduct a store audit by visiting a store to observe/record the following in a table: Identify each of the category's brands, varieties of these brands (e.g. size, flavor, etc.). Identify each product's parent manufacturer, unit price, and brand imagery (as communicated by the package copy and graphics). Identify segments or buckets these products can be divided into (ie dividing the category by product types, price or quality segments, important benefits offered, consumer groups served, and so forth). Identify how products are displayed and what role each manufacturer plays within the category (e.g., leaders, challenger, nicher). Research and write an analysis in which you obtain basic information about the category and its competitors from secondary research sources. This includes information on: Category size Rate of growth or decline Primary competitors and their brands Market shares of manufacturers and their brands Channels of distribution Recent product innovations This project requires an understanding of the online library database system. The CityU Library and course librarian (see Faculty Information tab for contact information) are available to help you find credible sources.

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