Description
To be successful in your analysis, it is important that you watch all mini-lectures/attached links below and read all the articles before beginning this analysis. The following list of the resources should help you complete this assignment.Click on each resource before attempting to answer the questions in the attachment. ??Each resource corresponds to the essay question in the assignment (to read the full text of the questions, open the attached Assignment 2 document). Review them carefully:
Resources for the AssignmentEssay QuestionsResourcesQuestion 1: SBU Analysis – ?measures strategic thinking and decision making
Question 2: Market Segmentation – measures disciplinary knowledge
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Market Segmentation Video
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Generation Segmentation
Article (
MS Word version
of the article) -
Lifestyle Segmentation Article
Question 3: Marketing Mix Strategies – measures disciplinary knowledge
Question 4: Marketing Strategy as it relates to corporate strategy – measures strategic thinking and decision making
Question 5: World Marketing Strategies – measures strategic thinking and decision making
Marketing Management and Strategy: Assignment 1
Assignment 2: Individual Case Study Analysis
5 Questions. Each question is worth 2 points
Q1 Essay
Read the annual report for your selected firm (the corporate for the sbu from your case)- create
an SBU analysis based on their corporate SBUs from their annual report. Review chapter two in
your book. Where would you increase investments, maintain current investments, divest of
current investments (or get rid of lines). Then based on the mini-lectures or chapter 9 in your
book what is the business level strategy for each SBU?
Q2 Essay
If you were to segment the market (I want you to define your segments) how would you
describe the typical decision making process for selecting among the competitors for each of
your segments? You may use the Positioning graph from the mini-lecture to illustrate this.
Remember keep it simple to be useful and do not segment by product but customer
characteristics.
Q3 Essay
Complete the following table based on your segments in Q2. You may add additional rows
based on your segmentation of the market in Q2. You may find module 2 mini-lectures helpful
when identifying marketing mix strategies (see product life cycle documents).
Segment
Marketing
Strategy to
Reach
Market
Segment
See figure
2.9
Product Mix
Strategy
Pricing
Strategy
Channel
Strategy
Promotion
Strategy
Q4 Essay
Based on the segments described in question 2 &3, which market would you target and what
would be your marketing strategy for that target market.
1
Marketing Management and Strategy: Assignment 1
Q5 Essay
In thinking about the types of world market or global strategies that your selected sbu (based on
the case study uses), what “Global or World Market’ strategy (refer to linked corporate strategy
mini-lecture) do you recommend and why?
2
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