BUSINESS CAPSTONE 3

First Part

You are a marketing manager interviewing for a new job at several different firms simultaneously. You expect to be asked the same questions in each interview dealing with what you think are some good new marketing opportunities for each firm to pursue. You know that being well prepared for an interview gives you a better chance of being offered the job, so you decided to study each company where you are interviewing.

Pick any 3 firms to research. Based on Internet research on these companies, write a 500–750-word research paper proposing at least 3 marketing opportunities that you would strongly suggest that each firm pursue. In your arguments, include the following:

• Describe your reasoning for identifying them as worthy of pursuing.
• Categorize each marketing opportunity as low-hanging fruit, home runs, or singles, and discuss why (see definitions in course materials).
• Discuss the risk in pursuing each opportunity.
• Without actually trying to determine each project's ROE, which would you most strongly recommend implementing, and why?
• Explain how the marketing opportunity would reflect upon the firm. Would it have a positive or negative public relations effect on the firm? Would it result in great financial improvements, or only a minor improvement?  

Second Part: 

You are a marketing manager interviewing for a new job at a large automotive company. You know that being well prepared for an interview gives you a better chance of being offered the job, so you decide to study the company as well as some of the company's future marketing ideas. 

One of the company's ideas is to phase out its large, profitable SUV line of automobiles to focus on smaller, more fuel-efficient cars.

In your discussion, describe the pros and cons of this marketing idea proposed by the company from the both a financial and non-financial perspective.