Optimizing Brands Week 4-2 Consulting Report

6/26/22, 12:08 PM MBA 645 Module Four Consulting Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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MBA 645 Module Four Consulting Report Guidelines and Rubric

Overview

You presented the importance of brand equity to your organiza�on and analyzed the implica�ons of reopening the park. Your

presenta�on was well received by the company management.

Now, it's �me take a step toward developing the strategic marke�ng plan for the reopening of the park. As a regional director of

marke�ng, it is essen�al for you to know how you are going to apply various marke�ng principles and theories to design an effec�ve

and relevant marke�ng plan for the reopening of the park. This includes various aspects such as understanding the target audience;

iden�fying the right and relevant marke�ng methods to communicate with target audience; using product, place, price, and

promo�onal strategies to a�ract the target audience; and so on.

You have been provided with the following target audiences:

Primary Market: Families with children (ages 6–18) with an average annual family income of over $75,000 per year

Secondary Market: Teens, ages 15–18

Write a memo to your CMO detailing how you will use the four Ps in your marke�ng efforts.

The considera�ons should be such that customer and business perspec�ves are well balanced. The company is open to ideas

showing crea�vity and innova�on but does not want to reinvent the wheel completely.

Prompt

Refer to the CMO Memo for Target Audience and create a consul�ng report describing how the four Ps can be used to a�ract

exis�ng and new customers back to the U.S. Park Southeast when it reopens.

For the purposes of this assignment, you will include the following in your consul�ng report.

1. Describe the plan to market the product to the iden�fied target audiences.

What communica�on strategy will you use for the target audiences, regarding the park services?

2. Describe the role of place in a�rac�ng customers back into the park.

Iden�fy the appropriate communica�on method to share informa�on about the safety measures you have taken.

How will you plan a marke�ng campaign around “convenience of use” as your unique selling proposi�on (USP)?

3. Determine the pricing strategy that should be considered to drive new and exis�ng customers.

How will you communicate the value of your offering through an effec�ve pricing model?

4. Describe two promo�onal events aimed at your two target audiences designed to drive a�endance.

Include one promo�onal event for each of the two target audiences. This element requires you to use your own

crea�vity or previous exposure to promo�onal events.

Guidelines for Submission

Submit a 2- to 3-page Word document using double spacing, 12-point Times New Roman font, and one-inch margins. Consult the

Shapiro Library APA Style Guide for more informa�on.

Module Four Report Rubric

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MBA-645-Q5979 Optimizing Brands 22TW5 TM

6/26/22, 12:08 PM MBA 645 Module Four Consulting Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

https://learn.snhu.edu/d2l/le/content/1085674/viewContent/18775858/View 2/4

Criteria Exemplary (100%) Proficient (90%) Needs Improvement

(70%) Not Evident (0%) Value

Product Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Describes clearly the

plan to market and

communicate the

services to the two

target audiences

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include analyzing the

target audience and

describing the

suitable plan to

market and

communicate the

product or service to

each iden�fied target

audience

Does not a�empt

criterion

25

Place Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Describes clearly the

role of place in

a�rac�ng customers

back into the park,

specifically through

communica�ng

safety measures and

convenience of use

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include describing

clearly how to

communicate the

USPs related to place

Does not a�empt

criterion

20

Pricing Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Determines the

pricing strategy that

should be considered

to drive new and

exis�ng customers

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include using a

pricing model to

a�ract customers

and demonstra�ng

importance of an

effec�ve price model

Does not a�empt

criterion

20

Two Promo�onal

Events

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Describes clearly

two promo�onal

events aimed at the

two target audiences

and designed to

drive a�endance

Shows progress

toward proficiency,

but with errors or

omissions; areas of

improvement may

include iden�fying

an appropriate

promo�onal event

based on the target

audience to drive

expected or

maximum

a�endance

Does not a�empt

criterion

25

6/26/22, 12:08 PM MBA 645 Module Four Consulting Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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Ar�cula�on of

Response

Exceeds proficiency

in an excep�onally

clear, insigh�ul,

sophis�cated, or

crea�ve manner

Clearly conveys

meaning with correct

grammar, sentence

structure, and

spelling,

demonstra�ng an

understanding of

audience and

purpose

Shows progress

toward proficiency,

but with errors in

grammar, sentence

structure, and

spelling, nega�vely

impac�ng readability

Submission has

cri�cal errors in

grammar, sentence

structure, and

spelling, preven�ng

understanding of

ideas

10

Total: 100%

6/26/22, 12:08 PM MBA 645 Module Four Consulting Report Guidelines and Rubric - MBA-645-Q5979 Optimizing Brands 22TW5

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