You will describe the general
situation for the product you are examining. You will identify the primary
products/services of interest, your core business, its markets, its
competitors, and the major variables at work in this industry.
Excluding your title page, please
write paper addressing the following, and using the sections as subtitles in
1) NAME the ORGANIZATION or
Company you have chosen to examine, and give its address and other background
information in a 1-2 paragraph summary.
2) Give the organization's MISSION
If there is no mission statement,
analyze information about the company and write a mission statement that
includes what it does, whom it serves, and how it serves them (i.e., what value
it provides, or what values underlie the organization).
3) Create an initial list or table
of the major PRODUCTS, GOODS, or SERVICES (as categories) that the company
produces and/or sells, with an explanation of each.
You will present more detail
regarding what the company sells and to whom it sells what it sells in SLP02 #7-9.
4) Create a list of COMPETITORS
for the business (if it is small) or a product category (if the company is
5) Discuss your company's POSITION
in the MARKET place relative to competitors. In doing so, explain your
company's strategies or COMPETITIVE ADVANTAGES.
Chosen organization, discuss its
product mix and support services. Using the sections highlighted below as
subtitles in your paper, please address the following issues:
6) List what you believe are TWO
PRIMARY ATTRIBUTES on which your business competes (such as quality and
availability), and create a positioning map showing where you place your
organization relative to its primary competitors on these TWO criteria.
You should NOT use quality and
price. Many textbooks follow this approach but this usually results in a linear
arrangement of the products on a diagonal, with two empty cells! Either the
products are of high quality with a commensurate high price or of low quality
with a commensurate low price. It is hard to imagine finding products with high
quality and a low price or low quality and a high price, i.e. Price and Quality
are highly correlated and this invalidates a fundamental assumption of
positioning maps, namely that the dimensions used are independent.
Therefore, choose more interesting
and useful dimensions. For example, look at the underlying dimensions or
attributes on which quality might be based. This approach is not easy but it is
far more useful. For example, if you are describing the market for colas, you
might choose TWO of the following: carbonation, sweetness, and type of
sweetener. Or if you are describing the market for ice cream, you might choose
TWO of the following: creaminess, sweetness, and type of sweetener. Though
meaningful positioning is multi-dimensional (that is it requires more than two
dimensions, for this exercise, so that you get a feeling for the process, you
are being asked to use only two dimensions. In terms of the above examples, you
might even want to think in terms of presenting descriptions of customers in
terms of their motivations to choose one product vs. another.
Chosen organization, you will
discuss its distribution systems. Be sure to refer to the taught materials
thereby illustrating your learning.
In that regard, using the issues
as subtitles in your paper, please address the following issues:
12) If your organization
manufactures a product or products, describe how products get from manufacturer
through the DISTRIBUTION channel to the final consumer.
13) If your organization
manufactures a product or products, describe LOGISTICS or how products are
transported (land, sea, air, etc.)-- or even how component parts are obtained
14) If your organization is a
retailer, describe the retail PHYSICAL FACILITY. From a distribution
perspective iinclude its location, its exterior and interior appearance, and
related place issues such as the decision-rules used to decide where products are
located in the facility.
15) If your organization
manufactures a product or products OR is a retailer, with regard to the
product(s) (good(s) and/or service(s)) your organization offers, does your
organization have a COMPETITIVE ADVANTAGE with its DISTRIBUTION channels or
issues? Your answer should be a "Yes" or a "No" followed by
your defense of why you chose Yes or No. Be sure to include references to the
background materials to support your response.
analyze Promotion by the
organization you chose for your Session Long Project. Promotion encompasses
Be sure to bring in illustrative
materials to demonstrate your understanding of the marketing principles your
company is following.
16) Recalling that promotion
includes: Advertising, Personal Selling, Publicity, and Sales Promotion,
describe the PROMOTIONAL MIX of your chosen organization,
17) Analyze the promotion of your
chosen organization relative to your products and markets as if you were making
a report to management. Be as specific as possible and be sure to draw on
Module 4 background materials in describing the INTEGRATION of the MARKETING
18) Briefly (1-4 paragraphs),
explain if and/or how your organization has COMPETITIVE ADVANTAGE in PROMOTION?
If it does not have competitive advantage in promotions, explain why it doesn't
have that advantage.
19) Describe the PRICING
STRATEGIES and TACTICS of your chosen organization using the proper marketing
terminology. Pricing strategies can be simplistically referred to as
?above-the-market (higher than competition); at-the-market (same as
competition); or below-the-market (lower than competition). You also can use
terms such as ?skim pricing?, ?penetration pricing? or other terms you will
learned in this module.
20) Analyze the pricing strategies
and tactics followed by your organization. Be as specific as possible and be
sure to draw on Module 5 background materials in describing the INTEGRATION of
the MARKETING MIX. (This is the same question as you answered for product,
distribution, and promotion; but for pricing).
21) Briefly, explain if your
organization has COMPETITIVE ADVANTAGE relative to PRICING.