Core strategy/value proposition.
Attached is the grading rubric please ensure to address all bold and and at least 1 mastery criteria and follow all directions.
Read the scenario and respond to the checklist items based on the Reading and Learning Activities.
Scenario – You are the new marketing manager of a major franchise. Select one of the franchise companies below for which you would like to be Marketing Manager.
Edible Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order.
Cartridge World® – Cartridge Company – carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines.
Liberty Tax Service® – Taxes – provides tax service to both consumers and businesses.
Assumptions
Your plan is to aggressively go after the consumer market, business market or both. In this scenario, you will be responsible for conducting the following tasks:
•Observing and analyzing market trends.
•Examining competitors’ products and services.
•Investigating ways of improving existing products and services, and increasing profitability.
•Identifying target markets and developing strategies to communicate with them.
Checklist
Step 1: SMART Goals: Using the SMART acronym, provide at least three objectives you wish to accomplish.
Step 2: Core strategy/value proposition.:
•Customer Target(s): Using a market development or market penetration strategy, discuss the customer target(s). For example, you may want to pursue a new market or increase sales to current customers. Provide for the CEO a more specific description of which customers you (the marketing manager) want to persuade to buy the good or service.
•Competitors: For each customer target, identify a competitor (brand or company) that may be able to provide the customer target a like product that would appeal to them.
•Value Proposition: What do you see as the value proposition? What are reasons for customers to purchase your brand/product?
Step 3: The 4 P’s of marketing strategy: Clearly describe each of the 4 P’s as it applies to the target market that would purchase your product.
•Product
•Price
•Place
•Promotion
Step 4: Competitive Advantage: Using one (or more) of the competitive advantages below, describe the components of this advantage and why customers will perceive them as an advantage for your good or service over its competitors’.
1. Cost-based advantage
2. Price-based advantage
3. Quality-based advantage
4. Differentiation advantage
5. Perceived quality advantage
6. Brand-based advantage
Step 5: Product Life Cycle: Identify where your good or service is positioned in terms of the product life cycle and suggest a strategy based on your analysis. What creative approaches can be used to stretch out the product life cycle of your good or service?
Minimum Submission Requirements
● Provide 5 to 7 pages (APA formatted) marketing strategy plan paper with at least three supporting references that addresses this Assignment. The paper should include an introduction, body and conclusion.
● Your paper must be written in Standard English and demonstrate exceptional content, organization, style, and grammar and mechanics.
● Your paper should provide a clearly established and sustained viewpoint and purpose.
● Your writing should be well ordered, logical and unified, as well as original and insightful.
● A separate page at the end of your research paper should contain a list of references, in APA format. Use your textbook, the Library, and the internet for research.
● Be sure to cite both in-text and reference list citations were appropriate and reference all sources. Your sources and content should follow proper APA citation style. Review the APA formatting and citation style found in the Writing Center. The Writing Center can be found within the Academic Support Center under Academic Tools in the left navigation of your course. (It should include a cover sheet, paper is double spaced, in Times New Roman 12-point font, correct citations, Standard English with no spelling or punctuation errors, and correct references at the bottom of the last page.)
If work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned without being scored.
Part II
Part II Scenario – Your company just acquired another company that manufactures and sells packaged ice. Traditionally the company has sold in bulk to industrial users. You want to sell to consumers.
Step 1: Develop a marketing strategy for your packaged ice that includes a market penetration strategy, market development strategy, and the value proposition.
Step 2: Include at least one illustration which can be included in the body of your paper or in an appendix.
Minimum Submission Requirements for Part II
•Provide a 2–3 page (APA formatted and citation styled) marketing strategy plan paper with at least three supporting scholarly references (no use of Wikipedia) that address this Assignment.
•You should include at least one illustration which can be included in the body of your paper or in an appendix.
•Write your original response in Standard English, paying special attention to grammar, style, and mechanics.
•Respond to the Assignment criteria in a thorough manner, by addressing the specific objectives listed in the grading rubric.
•Ensure that your viewpoint and purpose are clearly stated.
•Demonstrate logical and appropriate transitions from one idea to another.
•Your paper should be highly organized, logical, and focused.
•NOTE: Your paper should be in APA format and citation style. You must include a title and reference page in addition to the 2–3 pages of your marketing strategy paper.
