Assignment
This assignment requires you to prepare a report on the marketing strategies of a selected company by applying various marketing concepts and terminologies discussed in this course. You will be provided with a list of companies to choose from.
This assignment provides you with an opportunity to demonstrate the achievement of the following course learning outcomes:
• Comprehend the components of an organization’s marketing program including how to plan, price, promote, and distribute goods, services, or ideas.
• Identify the marketing relationships both internal and external to an organization.
• Explore how external factors, such as the economy, competition, suppliers, distribution channels, and political-legal groups affect the marketing function.
• Recognize why and how customers are considered in strategic marketing plans.
• Comprehend the concepts of value, quality, customer service, logistics, and supply-chain management.
• Identify current challenges and opportunities such as information technology, globalization, marketing ethics and social responsibility, and their impact on marketing practices.
Instructions
Follow the instructions below to complete this assignment.
A. Select a Company
Select one company from the list below:
• Amazon
• Apple
• Google
• Loblaws (Includes any of the divisions and banners within Loblaws Companies)
• Lululemon
• Netflix
• Starbucks
• Tesla
• Uber
Note: If you want to use a company that is not included in this list, please discuss it with your instructor prior to beginning this assignment.
B. Questions
Using the company that you selected in Part A, prepare a report using the following numbered headings and answer the questions associated with each heading. Make sure you apply the various marketing concepts and terminologies discussed in this course within your answers. You must use at least 3 credible sources within your report.
1. Value Proposition
Create your own Value Proposition statement for the company you selected using a maximum of 2 sentences. (4 marks)
2. Marketing Management Orientations
Which of the 5 “Marketing Management Orientations” is best exemplified by the company you selected? Which orientation will best serve its targeted customers? Identify at least 3 points and provide an example for each point that you identify. (6 marks)
3. Customer Loyalty and Retention Tactics
List and explain 3 different tactics employed by the company you selected to foster customer loyalty. Support your answer with a different example for each of the 3 tactics. (6 marks)
4. Market Segmentation (Consumer Markets) and the 4Ps of Marketing
a. For your selected company, describe its target customer(s) using the demographic segmentation strategy and identify 4 different demographic segmentation variables. (4 marks)
b. For each demographic segmentation variable identified, provide 1 example that connects with any of the 4Ps of Marketing.
(4 marks)
5. Macroenvironmental Forces
a. Do you believe that the company you selected would be successful in China? Why or Why not? (2 marks)
b. Name and discuss 3 different macroenvironmental forces to support your answer. Research and incorporate external references (e.g., articles, journals, etc.) to validate your answers for each of the 3 selected macroenvironmental forces.
(6 marks)
6. Winning Value Propositions
Refer to Module 2, which summarizes possible Value Propositions. Which one of the 5 “Winning Value Propositions” best fits the company you selected? Why? Support your answer with examples applied by the company you selected. (4 marks)
Structure
Your report should be structured using the following components:
• Include a cover page which includes your name, student I.D., course code, course name, assignment name, and your instructor’s name.
• State the question number and heading with each corresponding answer. Use headings, sub-headings, and white space to help the reader navigate your report more effectively.
• Write in complete sentences overall. Use bullet point form where appropriate.
• Clear, concise, and correct writing will be considered in the evaluation of your report. Points may be deducted for writing that impedes communication: poor organization, weak paragraph development, excessive wordiness, hard-to-follow sentence structure, spelling mistakes, and grammatical errors.
• Cite all your sources using APA or MLA citation style (i.e., in-text citations) and include a References page (APA) or Works Cited page (MLA) at the end of your report. Make sure you comply with McMaster University’s policies on referencing and academic dishonesty.
Format
● Length and space: 4.5-5 pages max, single spaced
The cover page and references/works cited page are not included in the total number of required pages.
● Margins: 1” all around
● Font type: Arial or Calibri
● Font size: 12 points
● Page numbers: include page numbers on each page
● Citation guide: APA or MLA Style
