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Marketing Assignment V

Unit V Research Project

Marketing Plan This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit V you will provide a comprehensive discussion of place or distribution strategies of your company.

Place This section will provide a comprehensive look at the distribution strategy of your organization. Begin with an identification of the distribution channels that should include the entire path that the products travel from the “manufacturer” to the final consumer. This might involve manufacturing plants, wholesalers, distributors, retailers and various other intermediaries. Why and how does your company use these intermediaries? Many companies use multiple channels, particularly with the advent of the internet (which is considered a direct channel). Another element to include is a description of a physical facility. This might include a manufacturing plant, bottling plant, retail location, or even a unique merchandising effort.

Competitive Advantage Because competitive advantage is an important goal of every company, address whether your company has a competitive advantage WITH RESPECT TO PLACE. The idea is to discuss whether your company has a competitive advantage with respect to how they distribute their products. This should discuss their distribution channel and maybe a unique retail location (if pertinent). Again, this section should only discuss whether your company has a competitive advantage with respect to place (product, price and promotion are discussed in other sections). Once you have stated your position, remember to include your rationale.

Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider using Place and Competitive Advantage in Place).

Information about accessing the Blackboard Grading Rubric for this assignment is provided below. 

competitive strategy

1.0 Introduction

2.0 Executive Summary of the two chosen industries

2.1 Manufacturing industry

2.2 Service industry

3.0 Strategies

Manufacturing industry

3.1 Company 1

3.2 Company 2

Service industry

3.3 company 3

3.4 Company 4

(a paragraph heading for each of Adaptation, Aggregation and Arbitrage containing discussion of ideas using your research outcomes of the 4 companies studied. OR you can focus on the industry-level analysis using the 4 companies researched. How has each industry been pursuing some or all the elements of the ‘AAA’ framework?)

 Use the table below as a guide.

‘AAA’

Industry 1 (Companies A, B)

Industry 2 (Companies C, D)

Adaptation

  

Aggregation

Arbitrage

4.0 identification of the SWOT analysis under the chosen strategies

5.0 Find the gap

6.0 Recommendation for the gap

7.0 Conclusion You do not need to define the concepts. Descriptive material has negligible value and should be avoided.

We are seeking analysis, discussion and recommendation, enriched by ideas found in journal articles.

In business, you will be expected to produce short well-argued reports. This is where you demonstrate that skill.

All ideas in the report must be referenced using Harvard Referencing (in-text citations and full references at the back).

8.0 References (10 minimum)

Assessment Criteria:

  • Demonstrated knowledge of the Model ‘AAA’
  • Capacity to apply this model to the companies/industries of your choice
  • The quality of the discussion and evaluation of the issues identified
  • The analysis and integration of ideas from journal articles and research materials
  • (Written Report) The correct use of Harvard Referencing throughout the report (the source of all ideas must be identified). At least 10 references.
  • (Oral Presentation) Overall flow of presentation, eye contact etc.
  • not necessary that all strategies be relevant
  • research is to find out what “A” (either Adaptation or Aggregation or Arbitrage) has been adapted by the company
  •  2,000 words
  • Australian industry or companies related.

Analyze the concepts of consumer behavior, changes, and their effect on marketing

Analyze the concepts of consumer behavior, changes, and their effect on marketing

Assess how consumer perceptions affect behavior

Explain your proposed approach for conducting research that is necessary to develop quality deliverables, and explain how the information gleaned will support your career development in management.

one paragraph