Marketing Case

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MKTG 2101: NewShoes INITIAL MARKETING STRATEGY

MKTG 2101 Sec (001 or 002):

Team #:

Leader’s Name:

DUE: FRIDAY, OCTOBER 12 @ 11:59 PM

Submit Digitally (on Canvas) to: NewShoes / NewShoes INITIAL MARKETING STRATEGY

1 Submission per NewShoes TEAM

The objective of this Assignment is to develop an overall marketing strategy for your NewShoes TEAM that will be applied as you consider other elements of your marketing plan.

As background, read the “NewShoes CASE” which is posted on Canvas / NewShoes. The CASE provides information about the firm’s current strategy and operations. Recall that YOUR marketing team was brought in specifically to turn this struggling company around and to begin to operate profitability … so rethinking all aspects of the existing strategy is appropriate.

YOUR team will prepare a 1-1½ page document addressing the following:

(1) CREATE an effective, market-oriented MISSION STATEMENT for YOUR team. (Your MISSION STATEMENT should comply with the guidelines provided on page 71 of the textbook.) (1/3 grade)

(2) EXPLAIN YOUR team’s initial MARKETING STRATEGY by answering BOTH of these questions.

a) TARGET MARKET – What market segment(s) will YOUR team TARGET? What factors make this market segment – or these segments – attractive? (1/3 grade)

b) POSITIONING – How will YOUR team DIFFERENTIATE and POSITION your brand in this domain? What criteria do customers use to evaluate competing products, and how will you distinguish YOUR offering from competitors’ products? (In other words, what are YOUR competitive advantages?) (1/3 grade)

REQUIREMENTS

¡ Final written submission should NOT exceed two (2) pages

¡ Use standard 8.5″ by 11″ page size with appropriate margins

¡ Double space your submission and use an 11- or 12-point font of your choice

· Include your SECTION #, NewShoes TEAM #, and TEAM LEADER’s name

¡ DUE: FRIDAY, OCTOBER 12 @ 11:59 PM; SUBMIT on CANVAS

GRADE

¡ 1 POINT for complete paper (answering all parts) submitted before DEADLINE

¡ Work that is incomplete or not submitted in proper form will receive a zero (0)

LATE SUBMISSION PENALTIES

· −50% If submitted AFTER DEADLINE, but BEFORE 11:59 AM on SATURDAY, OCTOBER 13

· −100% If submitted AFTER 12 NOON on SATURDAY, OCTOBER 13

MKTG 2101: NewShoes INITIAL MARKETING STRATEGY 10.12.2018

 
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