Trident MKT501 Module 2 Case & SLP Latest 2019 January Question # 00599943 Subject: Education Due on: 04/01/2019 Posted On: 04/01/2019 04:12 AM Tutorials: 1 Rating: 4.7/5

MKT501
Strategic Marketing

Module 2 –
Case

PROMOTION MANAGEMENT & SWOT ANALYSIS

Assignment Overview

The Marketing Plan: GAP Analysis

Every business should determine its own standards for
success when evaluating the attractiveness of a market, since every industry
has its unique circumstances. Criteria that influence Segment Attractiveness
include:

• Market
Growth (Market Size, Growth Rate, Market Potential)

• Competitive
Intensity (Number of Companies, Ease of Entry, Substitutes)

• Market
Access (Customer Familiarity, Channel Access, Company Fit)

While benchmarking based on criteria is beneficial in
capturing the qualitative aspects of a market situation, the profit potential
must also be assessed for all segments deemed attractive based on their market
attractiveness indexes.

Segmentation Application

• Provide a
brief description of your chosen product/service. (This should be used throughout
the class.)

• Analyze
customer needs for the target product

• Discuss
Segmentation Strategies based on two real competitors’ market position

• Devise a
niche marketing strategy that would be appropriate for your company’s product.

Gap Analysis, Benchmarking & Competitive Advantage

• Implement
a Gap Analysis of Two Competitors. Discuss how the findings would be used.

• Develop
Competitor and Competitive Benchmarking.

o Competitor
benchmarking involves identifying a business’s main competitors and then
comparing itself against them in key performance areas. Competitive
benchmarking involves going outside a business’s market or industry to study a
company that excels in an area where the business is deficient.

• Devise
Strategies to Achieve Competitive Advantage for the Company

This is the main part of the assignment and requires
extensive critical thinking. Do not rely on summarizing information; instead
explain based on the definition of each virtue and vice how they apply to your
chosen leader. Use your library articles to provide support for the analysis.
Use the template and divide your paper into clear sections with headings based
on each of the virtues and vices you are discussing.

Using articles primarily from Trident Online Library’s
full-text databases (like Academic Search Complete, Business Source Complete,
and/or ProQuest Central), research the chosen topic and create a well-balanced
4- to 5-page submission that demonstrates evidence of critical thinking.
Remember that this means your paper should not be just a summary of the
articles and book chapters that you read, but rather an in-depth analysis that
is supported by quality, professional, and graduate-level research.

Do not use any quotations. Since you are engaging in
research, be sure to cite and reference the sources in APA format. The paper
should be written in third person; this means words like “I”, “we”, and “you”
are not appropriate. For more information see Differences Between First and
Third Person.

Use the attached APA-formatted template (MKT501 Case2) to
create your submission.

Assignment Expectations

Your submission will include:

• Trident
University International’s cover page

• A 4- to
5-page paper with APA citations (2- to 3-sentence introduction, body and 2- to
3-sentence conclusion)

• The
reference list page in APA format

MKT501
Strategic Marketing

Module 2 – SLP

PROMOTION MANAGEMENT & SWOT ANALYSIS

Successful Messaging

It is important to understand what you are selling before
you can craft messages to target specific markets. The marketing “P”
for product defines the features and benefits of the product that explains why
a customer should buy your product. Product (or service) strategy is a guiding
step in the overall marketing plan.

Your product line presentation to senior management will
take place via video conferencing. You will need to prepare a PowerPoint
presentation and an accompanying script in Word for the meeting.

Launching your Product

Your PowerPoint presentation and accompanying script will
include the following:

• Company
Competition—Develop a SWOT analysis to graphically depict your company’s
current competition. Explain the SWOT in words.

• Segmentation—Consider
who is interested in your product. Identify the type of customer groups
interested in the product and why.

• Targeting
Customers—Based on the product offering and customer segments, describe what
customers segments you will serve and why.

• Product
Positioning—Determine your positioning strategy for the product. What image do
you want to project to your customers and prospects? How will you appeal to
your selected customer segments?

o Use the
4Ps of marketing to help with this. For example, will we differentiate the
price based on quality and value? Where will we distribute the product? For
example, is your product distinctive, unique, or the best quality for the
price? Write your positioning statement for the product.

• Customer
Lifetime Value—How will you build customer lifetime value for the company based
on your product marketing strategies?

SLP Assignment Expectations

Please submit your assignment.

Two files will need to be uploaded.

1. SCRIPT: A
Word document using the attached template (MKT501 SLP2 Script). The Body of the
Word Script must be at least 1000 words. Be sure to cite and reference your
resources in the Word Script.

2. POWERPOINT
Presentation of at least 15 slides in length