Unit IV Essay and unit 3 essay
Unit III Case Study
- Weight: 9% of course grade
- Grading Rubric
- Due: Tuesday, 08/20/2019 11:59 PM (CST)
Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.
Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.
Option 1: Microsoft (pp. 94–95)
- Evaluate Microsoft’s product and marketing evolution over the years. What has the company done well, and where did it falter?
- Through the application of a political, economic, social, and technological (PEST) analysis, what are the current environmental factors impacting Microsoft?
- Who are the top three competitors of Microsoft, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
- Evaluate Microsoft’s recent expansions into areas such as search engines and smartphones. Do you think these are good areas of growth for Microsoft with a focus on customer value, satisfaction, and loyalty?
Option 2: Tesco (pp.154–155)
- Evaluate Tesco brand’s product and marketing evolution over the years. What’s most important to the Tesco brand with respect to changes in how consumers shop for grocery products?
- Through the application of a PEST analysis, what are the current environmental factors impacting Tesco?
- Who are the top three competitors of Tesco, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
- How will Tesco grow without losing focus on its core customer as they look to maintain customer value, satisfaction, and loyalty?
Option 3: IKEA (pp.185–186)
- Evaluate IKEA’s business model concept and how it has evolved through the years. It has been stated that they have essentially changed the way people shop for furniture. What are the pros and cons of this type of strategy for IKEA?
- Through the application of a PEST analysis, what are the current environmental factors impacting IKEA?
- Who are the top three competitors of IKEA, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers?
- As IKEA looks to maintain markets in the United States as well as expand to areas such as Asia and India, what would you recommend to maintain customer value, satisfaction, and loyalty?
In formatting your case analysis, do not use the question-and-answer format; instead, use an essay format with subheadings. Your APA-formatted case study should be a minimum of 500 words in length (not counting the title and reference pages). You are required to use a minimum of three peer-reviewed, academic sources that are no more than 5 years old (one may be your textbook). All sources used, including the textbook, must be referenced; paraphrased material must have accompanying in-text citations.
Unit IV Essay
- Weight: 12% of course grade
- Grading Rubric
- Due: Tuesday, 08/27/2019 11:59 PM (CST)
Marketing Plan: Part II
Throughout this course, you will compile a comprehensive marketing plan using one of the product/service scenarios listed in the Unit II assignment. (Note: You will use the same scenario throughout the course.) This scenario will be the basis of your start-up company and will be the catalyst for the subsequent marketing plan that you will compile. The company that you choose to submit a marketing plan for is a fictional start-up company (not an existing company).
This unit’s submission should consist of the items listed below.
- Provide a segmentation and target market analysis.
- In this section of the marketing plan, you should identify the four criteria useful in segmenting the market, and apply them to your company. Explain how identifying the target market is more clearly defined once a marketer has conducted segmentation on the population. Explain several target markets for your company using detailed explanations.
- Include a competitive and industry analysis.
- This section of the marketing plan should identify three or four competitors of your company. These can be direct or indirect competitors. (Note: Not all companies have competitors.) Differentiate each competitor based upon multiple criteria. Additionally, conduct an industry analysis by looking at the health of the industry in which your company resides. Identify whether the industry has grown or shrunk in the last 5–10 years. Explain why understanding the competitors and the health of the industry are important elements of the marketing plan.
- Provide a SWOT (strengths, weaknesses, opportunities, and threats) analysis.
- In this section, you will compile a SWOT analysis of your company. The internal strengths and weaknesses as well as the external opportunities and threats need to be identified and explained (include at least 2–3 elements under each area of the SWOT). The value proposition will be demonstrated through a strong showing in the strengths section of the SWOT analysis. Reference the SWOT analysis explanation in the Unit I Lesson for additional insight on how to compile this analysis.
Ensure you provide an introduction for this assignment that is engaging and provides a clear background to the purpose of the assignment. The format of the submission should be in essay format using subheadings. Use APA format. Additionally, you need to include a minimum of five sources, three of which must be peer-reviewed, academic sources that are no more than 5 years old. The submission should be a minimum of three pages in length (not counting the title and reference pages).
The following resource(s) may help you with this assignment.
- Citation Guide
- Submit Writing Center Request