Marketing Strategy

MARKETING STRATEGY Essay 1 Application of Marketing Strategy Concepts Consider the following scenario. Some of your friends are visiting your home for a meal and a movie. The friends inquire about how your MBA program has been going for you. You respond by pointing to piles of school-related material on, under, and

around your desk. Your friends start looking through your Marketing Strategy course syllabus, readings,

presentation slides, and other materials. Clearly, you have been really involved in your studies. One friend

looks at your desk and notes and says:

“Marketing mix, okay. But what is all of this stuff about Harry Gordon Selfridge, Luxottica,

customer obsession, marketing myopia, Rule #1, SWOT, Five Creatures, Ansoff matrix, total

product, segmentation/targeting/positioning, influences on the consumer buying decision

process, market-driven, brand recognition/brand insistence, evoked set/inert set/inept set

and C-strategies to foster consumer participation/creation? Wow! That’s a lot of important

stuff! But let me ask you: Based on what you have learned in this course, can you explain

how these topics relate to the motorcycle industry? That would be impressive!”

Your assignment: Answer your friend’s questions

1) Provide a brief introduction to the course in your own words.

2) Identify two memorable lessons/topics/discussions from the course that you may help you in your academic program or professional career. Explain briefly what makes these lessons especially

important for you.

3) Answ er yo ur frie nd’s q uesti ons b y effectively relating all of the italicized topics to your point of view on prospects and problems facing Harley Davidson. Locate, cite, and interpret information

gathered from your own research. Use the articles below to help you get started if you wish:

▪ https://www.cnbc.com/2018/11/09/harley-davidsons-electric-motorcycle-is-a-big-change-for-the-

company.html

▪ https://www.nytimes.com/2018/09/13/business/motorcycles-young-riders.html

▪ https://www.greencarreports.com/news/1119792_harley-davidson-livewire-electric-motorcycle-

to-go-into-production

▪ https://cleantechnica.com/2018/11/05/bmws-electric-motorcycle-plans-lack-spark/

4) Incor por ate elec tro nic libr ary r eso urces in to yo ur w ork. I nclu de a t le ast ei ght diff eren t sources and at l east tw o d at a visu aliza tio ns to s upp ort y our narr ati ve.

▪ Suggested length = 2.0 - 2.5 pages, single-spacing

▪ Note 1: Content, organization, and completeness are important.

▪ Note 2: Complete sentences are required. Bullet points may be used sparingly.

▪ Note 3: All information sources must be cited using APA style.

▪ Note 4: Introduction and conclusion paragraphs are strongly recommended.