Assignment 2: Competitive Advantage

Assignment 2: Competitive Advantage

Scenario:
You are a new marketing associate working for a growing Hollywood movie production company
named Movie Insights, Inc. Your marketing manager is working on a quarterly update to the
marketing plan for the company. The marketing manager assigns you the task of researching
the success of the Disney Company under the direction of Chief Executive Officer (CEO) Bob
Iger during the years 2006–2012. You have 7 days to conduct your research and report your
findings.
Directions for completing this assignment:
Before beginning this Assignment, make sure to review the Learning Activities pertaining to the
target market and marketing mix which will help you to be more successful in completing this
Assignment.
Write a 2-page, business memo answering the following questions. For assistance with your
Assignment, please use your textbook and library research resources. The directions for you to
execute this task are as follows:
1. Read “Disney®: The Happiest Place on Earth” case study: Click here
2. Learn how to write a Business Memo by downloading the short explanation on the document
icon and looking at the business memo example in doc sharing below.
3. Use APA style referencing to avoid plagiarism. Include in-text citations and a References
page. Use a minimum of two References resources, including your textbook.
4. Select a Disney franchise mentioned in the case study.
5. In your business memo, summarize the following marketing strategy components of your
selected Disney franchise by addressing the following items:
Checklist:
Summarize the marketing strategy for one of Disney’s franchises mentioned in the case
study during the years 2006–2012.
Describe the target marketing strategy used.
Describe the components of the marketing mix.
Directions for Submitting this Assignment:

Review the grading rubric below before beginning this activity.
Compose your Assignment as a Microsoft Word document and save it as (Example:
TAllen-MT219 Assignment-Unit 2.docx). Submit your file to the Unit 2 Assignment Dropbox
before the end of the unit.

Unit 2 Assignment:

Percent
possible

Points
possible

Competitive Advantage
Content per Checklists
Answer provides complete
information
demonstrating analysis
and critical thinking in
response to the following
Checklist items:
Summarize the marketing
strategy for one of
Disney’s franchises
mentioned in the case
study during the years
2006–2012.

100%

50

80%

Describe the target
marketing strategy
used.

20

Describe the
components of the
marketing mix.

20

Subtotal:
Provides a 2-page
business memo using
correct grammar,
spelling, and APA format
and citation style.
Includes a minimum of 2
references including the
textbook.

80%

40

20%

10

Percent
Your Assignment
Score:

100%

Total
Points
possible
50

Points
Earned

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