Help 4

REQUIREMENTS:

POSSIBLE

ACTUAL

Brand Selection

a) Selects brand that is not a market leader.

b) Determines if sufficient information is available to satisfy requirements of assignment.

c) Determines if target market is identifiable and accessible for survey purposes.

10 Points

Brand Description

a) Identifies when the brand was first introduced to the market.

b) Identifies the brand’s competition.

c) Specifies the market segmentation involved.

d) Determines what benefits the brand provides and what wants or needs the brand fulfills?

e) Identifies marketing tactics the brand employs (product features, distribution, pricing, and promotion) and how these influence consumer behavior features (motivation, perception, attitude, etc.).

f) Explains how current marketing tactics compare to competitors (i.e., what are the points of difference and/or points of parity?).

60 Points

Brand Critique

a) Determines why the brand is behind its competitors.

b) Provides evidence, both financial and behavioral. Evidence may include consumer attitude toward the brand, customer loyalty (repeat purchases and/or referrals), and negative word-of-mouth.

c) Develops and issues a survey questionnaire to provide support for the critique.

d) Respondents are from the target market for the specific brand under study.

e) Proposes consumer behavior issues possible influencing the brand’s performance.

f) Determines how reference groups, social class, culture and subcultures, etc. affect the brand’s marketing strategy.

g) Provides specific tactics used that are evidence of a flawed strategy.

h) Identifies at least three changes/actions that would correct the shortcomings/deficiencies identified.

60 Points

Recommendations

d) Recommends a course of action by choosing the most appropriate alternative action to current shortcomings/deficiencies identified in the brand critique.

e) Develops an appropriate attitude scale survey instrument.

f) Uses survey results as basis for final recommendation.

g) Rationale for recommendation is clearly articulated and supported with ample evidence gathered throughout the report development.

h) Provides specific steps the company may take to overcome challenges and accomplish success with this.

60 Points

Mechanics of Writing

i) Student is clearly in control of standard, written academic English.

j) All work includes correct spelling, punctuation, and grammar.

10 Points

Additional Feedback

TOTAL

200