MARKETING- MARKETING MANAGER ANALYSIS
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busASSIGNMENT3.docxASSIGNMENT 3 – Weeks 6 & 7
Marketing: Marketing Manager Analysis
Due Date: Week 7
Note: While representative of possible situations faced by the Brooklyn Nets, all scenarios in this assignment are fictional.
Real Business
For a large discount retail store like Target and Walmart, it can be difficult to get the marketing mix just right for a given product. There are so many products in the store fighting for the attention of customers. There is also the challenge of helping the suppliers of each product maximize their profits while making sure the store is making money. With so many things to consider, working in marketing for such a large business can be a challenge.
Your Role
This week, you’ll be acting as a Marketing Manager in the sporting goods section.
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What is a Marketing Manager? Marketing Managers are responsible for developing, implementing and executing marketing plans, either for an entire organization or for particular categories or products within the organization, in order to attract potential customers and keep existing ones.
Their day-to-day tasks include managing and coordinating marketing and creative staff, leading market research to improve existing products and services, working with advertising agencies, and determining the best way to get products in front of customers. |
As a marketing manager for a discount retail store in Brooklyn, you have been asked to evaluate a marketing plan for basketballs to ensure that the 4 P’s of marketing are being applied well. Using your knowledge of the 4 P’s and the best approach to generating sales, you’ll take a look at a number of marketing recommendations and choose the approach that you believe will sell the most products.
Instructions
Step 1: Product
In the Marketing Analysis Presentation provided by your marketing team, you’ll see three different basketballs that need to be included in the product display on Slide 2. Each product has unique features.
· Based on the information provided about the customers that shop at this store location on Slide 3, choose the basketball that you think will sell the most. Explain the rationale for your decision.
Step 2: Place
On Slide 4 of the Marketing Analysis Presentation, you’ll see the results of a survey that asked potential buyers about where they are most likely to purchase these products.
· Use your knowledge about product placement to choose the best place to sell the products, deciding between traditional stores and online. Explain the rationale for your decision.
Step 3: Promotion
Slide 5 of the Marketing Analysis Presentation shows three recommended advertisements, including a special deal promotion, for the product that is expected to sell the best.
· Based on the information provided about the customers that shop at this discount retail store on Slide 3, determine which promotion will sell the most product at this particular store. Explain the rationale for your decision.
Step 4: Price
Finally, look at the pricing options available for each of the three products together on Slide 6.
· Based on your knowledge of the Pricing Strategies discussed on pages 186-187 in the textbook, choose the option that has the best pricing mix for all three products. Refer back to the customer information on Slide 2, if needed. Explain the rationale for your decision.
Note: You should complete Steps 5 and 6 after reading the material in Week 7.
Step 5: Brand and Sales Pitch
The company that makes one of the basketballs is looking to rebrand the product. They have asked for your input on possible brands ideas.
· First, read the Brand Vision statement, which summarizes the goal for the new brand. Then, look at the logo, name, and tagline recommendations. Which of the two brand directions do you think best meets the goals of the brand vision? Please support your decisions.
· Second, write a 2-3 sentence sales pitch that you would use to try to convince someone to purchase this product.
Step 5: Market Segmentation
The marketing plan for the basketballs at the Brooklyn store has been in place now for four months, and the marketing team has assembled a report reviewing sales data and customer feedback for the last quarter’s basketball sales. Overall, the results are lower than you expected and you are concerned that your marketing and creative staff has not properly segmented your target customers.
Remember, like many products in the marketplace, the basketball’s marketing campaigns must target two different groups of customers: (1) adults who purchase the item as a gift and, therefore, do not actually use the product; and (2) adults and teenagers who purchase the item for their own use and enjoyment. Both groups have different reasons and expectations surrounding the item in question, and those reasons and expectations will have significant impacts on the buyers’ purchasing decisions.
· Review the five customer segments detailed on pages 194-195 of your textbook: Behavioral, Sociographic, Psychographic, Geographic and Demographic. Select one focus area of each segment that you feel is most relevant to the sale of basketballs at this store location.
· Keeping in mind the 4 P’s, write 1-2 questions for each focus area that will guide your staff as they investigate these aspects of your campaign.
Example:
· Segment: Geographic
· Focus Area: Neighborhood
· Questions: What combination of marketing and media channels did we use to reach current and potential customers? How are we gathering information on where current customers live who purchased a basketball?
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Points: 110 |
Assignment: Marketing – Marketing Manager Analysis |
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Criteria |
Unacceptable Below 70% F |
Fair 70-79% C |
Proficient 80-89% B |
Exemplary 90-100% A |
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1. Recommend the basketball that will sell the most and explain your reasoning.
Weight: 10% |
Makes no recommendation and/or provides minimal or no supporting information. Demonstrates inadequate understanding of market analysis.
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Makes an adequate recommendation. Provides partial support from course materials and Marketing Analysis presentation. Demonstrates adequate understanding of market analysis.
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Makes a good recommendation. Provides adequate support from course materials and Marketing Analysis presentation. Demonstrates good understanding of market analysis. |
Makes an excellent recommendation. Provides thorough support from course materials and Marketing Analysis presentation and may also cite outside research or ideas. Demonstrates excellent understanding of market analysis. |
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2. Identify the best channel (traditional store or online) to place the product and explain your rationale.
Weight: 10% |
Does not accurately identify channel and/or explanation is missing or lacks logic and supporting information. Demonstrates inadequate understanding of product placement.
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Accurately identifies channel; minimally supports answer with logical explanation and information from Marketing Analysis presentation and/or course material; OR Does not accurately identify best channel; adequately supports answers with information from Market Analysis presentation and/or course material. Demonstrates adequate understanding of product placement.
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Accurately identifies channel; adequately supports answer with logical explanation and information from Market Analysis presentation and course material. Demonstrates good understanding of product placement. |
Accurately identifies channel; thoroughly supports answer with logical explanation and specific information from Market Analysis presentation and course material. Demonstrates excellent understanding of product placement. |
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3. Recommend a promotion and explain your reasoning.
Weight: 10% |
Makes no recommendation and/or provides minimal or no supporting information. Demonstrates inadequate understanding of promotions and pricing.
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Makes an adequate recommendation. Provides partial support from course materials and Marketing Analysis presentation. Demonstrates adequate understanding of promotions and pricing.
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Makes a good recommendation. Provides adequate support from course materials and Marketing Analysis presentation. Demonstrates good understanding of promotions and pricing. |
Makes an excellent recommendation. Provides thorough support from course materials and Marketing Analysis presentation and may also cite outside research or ideas. Demonstrates excellent understanding of promotions and pricing. |
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4. Recommend a pricing option and explain your reasoning.
Weight: 10% |
Makes no recommendation and/or provides minimal or no supporting information. Demonstrates inadequate understanding of pricing.
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Makes an adequate recommendation. Provides partial support from course materials and Marketing Analysis presentation. Demonstrates adequate understanding of pricing.
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Makes a good recommendation. Provides adequate support from course materials and Marketing Analysis presentation. Demonstrates good understanding of pricing. |
Makes an excellent recommendation. Provides thorough support from course materials and Marketing Analysis presentation and may also cite outside research or ideas. Demonstrates excellent understanding of pricing. |
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5.Choose the most appropriate brand direction and write a simple sales pitch.
Weight: 20% |
Does not choose the most appropriate brand direction and does not support their decision effectively. Sales pitch is confusing and does no sell the product well.
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Chooses the best brand direction but does not support their decision well. Writes an appropriate sales pitch.
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Chooses the best brand direction and provides good support for their answer, but does not use key terms in their answer. Writes an appropriate and creative sales pitch. |
Chooses the best brand direction and provides excellent support for their choice, citing key concepts and terms from the course materials. Writes and effective and compelling sales pitch. |
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6. Select a relevant focus area for each of the 5 customer segments and ask 1-2 questions for each that your team should explore.
Weight: 30%
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Writing does not meet minimal standards. Tone is not professional. Lacking in logic, clarity, and/or consistent formatting. Contains many spelling and/or grammatical errors.
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Questions address some relevant aspects of customer segmentation. Demonstrates adequate understanding of market segmentation and the 4 P’s.
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Questions address most or all relevant aspects of customer segmentation. Demonstrates good understanding of market segmentation and the 4 P’s.
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Questions thoroughly address the most relevant aspects of customer segmentation. Demonstrates excellent understanding of market segmentation and the 4 P’s.
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7. Write in a professional manner using correct grammar and spelling and appropriate citations.
Weight: 10% |
Writing does not meet minimal standards. Tone is not professional. Lacking in logic, clarity, and/or consistent formatting. Contains many spelling and/or grammatical errors. Does not include citations or they do not allow the reader to locate the source.
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Writing is satisfactory. Professional tone is developing. Shows moderate logic, clarity, and/or consistent formatting. May contain more than 2-4 spelling and/or grammatical errors. Includes citations but they may be inconsistently formatted or they do not easily allow the reader to locate the source.
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Writing is mostly good. Tone is professional. Shows logic, clarity, and consistent formatting. May contain few or no spelling and/or grammatical errors. Includes citations that allow the reader to locate the source. |
Writing is excellent. Tone is professional and sophisticated. Shows logic, clarity, and consistent formatting. Contains no spelling or grammatical errors and work is cited consistently so that the reader can locate the work cited. |
