Marketing Strategy Paper

MARKETING STRATEGY PROJECT You may find Appendix A at the end of the text to be helpful as you complete this Assignment.

OBJECTVE

Get to know the industry well and briefly describe the industry you chose. Now, go back through the chapters of your text and other readings and resources and analyze how three companies implement marketing strategy(ies). First, tell what the marketing strategy of each firm is. Then answer the Company Questions for each company as it is today. Then, develop and describe what you think the marketing strategy should be over the next three years and describe what you think the company should do to accomplish the new strategy (what things need to be done differently). Industry: Travel Industry Three (3) Companies for Research:

1. WorldVentures/DreamTrips 2. UNISON Travel Club 3. AAA (Travel Aspect of the company)

Company Questions (to cover for each of the 3 companies):

• Brief description of the company • Market share • Competitive advantages • Stage of Product Lifecycle it’s in • Where in the BCG Model is the company/product? • Who are its target customers? • What are its goals? • What are its Top 5 resources? • What control systems are in place?

In closing, include a paragraph or two of your thoughts on the industry of the past and how is it positioned for the future to succeed.

PART ONE Paper Guidelines:

• Estimated length: 8-12 pages (not to exceed 12)

MARKETING STRATEGY PROJECT GRADING RUBRIC

LEVEL 4- Exemplary

LEVEL 3- Competent

LEVEL 2- Developing

LEVEL 1-Rework

Identification, description, and explanation of the Company Questions and Marketing Strategy Issues, Problems, Opportunities, Goals.

Identifies & understands and has a clear knowledge of companies, industry, business environment and necessary strategy changes. Measureable, achievable and profitable. Strategies are well defined. Simple, clear graphics and/or charts included. Appendices used as necessary. Presentation is clear & logical. Style and format are simple and clear with appropriate grammar, fonts and sizes, graphics, charts, etc. Conclusions and recommendations provided.

Identifies and understands most of the main issues in Marketing Strategy. Strategies are Measureable, achievable and profitable. Strategies are defined. Simple graphics and/or charts. Somewhat clear understanding of companies, industry, business environment and necessary strategy changes.

Identifies and understands some of the issues in Marketing Strategy. Measureable and profitable. Some understanding of companies, industry, business environment and necessary strategy changes Presentation is clear and logical. Style and format are simple, but grammar, fonts and sizes, graphics, charts, etc. are incorrect, unclear, sloppy.

Identifies and understands few of the issues in Marketing Strategy. Measureable strategies not well defined. Weak, minimal understanding of companies, industry, business environment and necessary strategy changes. Graphics and/or charts do not clearly show strategies. Sections are missing/out of sequence. Presentation lacks logical flow or reasoning Style and format is overdone and difficult to read and or print.

Analysis of the Marketing Strategies and Plan

Insightful and thorough analysis and presentation of all NPD issues. Target customers are characterized and purchase behavior detailed by unmet needs. Competition is characterized, and positioned. SWOT included to summarize conclusions and recommendations with effective quantifying and timing.

Thorough analysis of most of the issues. Customers are partially characterized and purchase behavior partially detailed. Competition is partially characterized, and positioned. SWOT included to summarize conclusions and recommendations need more quantifying and timing.

Superficial analysis of some of the issues. Target customers are characterized and purchase behavior detailed by unmet needs. Competition is characterized, and positioned. SWOT included to summarize conclusions and recommendations with effective quantifying and timing.

Incomplete analysis of the issues.

Comments on strategies Well documented, reasoned and pedagogically appropriate use of Marketing Strategy concepts and techniques for proposals for Marketing Strategy to all issues in Marketing Strategy. Very new and implementable, actionable. Recommendations are excellent.

Appropriate, well thought out components of Marketing Strategy comments about or proposals for strategies, to most of the issues to be effective Marketing Strategies. Interesting, needs further review and research and comparison. Recommendations are actionable with specificity.

Superficial and/or inappropriate plan components to some of the issues in the strategies and study. Have seen most of this before, not much new.

Few or no plan components and suggestions and/or inappropriate strategies to all of the issues of Marketing Strategies. Concepts are inconsistent, not fully determined.

Writing Skills Writing is totally free of grammar and spelling errors. Clear and concise presentation of ideas.

There are occasional spelling, grammar, or punctuation errors. Clear presentation of ideas.

There are more than occasional spelling, grammar, or punctuation errors. Most ideas are presented clearly.

Spelling, grammar, or punctuation errors are frequent. Hard to follow the ideas.

Referenced Sources Accurately and precisely integrates conceptual material from the text and other referenced materials. Minimal opinions. Uses specific concepts, references and terms extensively with page numbers references to support comments and Plan components.

Accurately integrates conceptual material from the text and references. Specifically uses some concepts and terms with page numbers references.

Limited integration of the conceptual material from the text. Limited use of concepts and terms from the text. Uses personal experience, but no references to readings or research.

Integrates few or no concepts from the text and course material. Very limited use of concept and terms from the text and course material. Includes no references or supporting experience.