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Strategic Marketing SLP 2 Case MKT501: Strategic Marketing. Module 2 - SLP PROMOTION MANAGEMENT & SWOT ANALYSIS

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Please work on the 825 word script. I'm going to complete the slideshow as the price is to high for this assignment.


Module 2 - SLP PROMOTION MANAGEMENT & SWOT ANALYSIS


Successful Messaging It is important to understand what you are selling before you can craft messages to target specific markets. The marketing "P" for product defines the features and benefits of the product that explains why a customer should buy your product. Product (or service) strategy is a guiding step in the overall marketing plan. Your product line presentation to senior management will take place via video conferencing. You will need to prepare a PowerPoint presentation and an accompanying script in Word for the meeting. Launching your Product Your PowerPoint presentation and accompanying script will include the following: Company Competition—Develop a SWOT analysis to graphically depict your company’s current competition. Explain the SWOT in words. Segmentation—Consider who is interested in your product. Identify the type of customer groups interested in the product and why. Targeting Customers—Based on the product offering and customer segments, describe what customers segments you will serve and why. Product Positioning—Determine your positioning strategy for the product. What image do you want to project to your customers and prospects? How will you appeal to your selected customer segments? Use the 4Ps of marketing to help with this. For example, will we differentiate the price based on quality and value? Where will we distribute the product? For example, is your product distinctive, unique, or the best quality for the price? Write your positioning statement for the product. Customer Lifetime Value—How will you build customer lifetime value for the company based on your product marketing strategies?Listen10/29/19, 9(57 PMPage 2 of 2https://tlc(dot)trident(dot)edu/content/enforced/134089-MKT501-2019OCT1…lSessionVal=H6nkO95XZL0Eq4Nrhroee62S7&ou=134089&d2l_body_type=3SLP Assignment ExpectationsPlease submit your assignment. Two files will need to be uploaded. 1. SCRIPT: A Word document using the attached template (MKT501 SLP2 Script). The Body of the Word Script must be at least 1000 words. Be sure to cite and reference your resources in the Word Script. 2. POWERPOINT Presentation of at least 15 slides in length

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PROMOTION MANAGEMENT & SWOT ANALYSIS
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Promotion Management & SWOT Analysis
Introduction
ABC Health Products Company is a new firm that wants to introduce its first product Chew-den chewing gum into the market. The product will offer long lasting freshness and dental care. Based on the company’s research, the chewing gum market is large and is progressing daily. Other companies like Perfetti and Wrigley offer similar products but Chew-den has some special ingredients that make it healthy than the others. The product will have fair pricing similar to other products in the market.
SWOT Analysis
Strengths
Oral Care
Long Lasting Freshness
Stronger supply chain management
High Quality Opportunities
Growing market
Health conscious people Weaknesses
Emerging in the Market Threats
Competition
Substitutes
New market entrants
Strengths:
Chew-den an oral care a chewing gum and and therefore has more chances of succeeding in the market. The product offers long lasting freshness meaning many customers will go for it. A stronger supply chain management will ensure continued supply of the product into the market to prevent shortages. The product is of high quality and thus will offer value to the customers since its production satisfy the production standards required.
Weaknesses:
The product is new in the market and may take time to create its awareness.
Opportunities:
Consumers have become more health conscious and therefore will go for Chew-den as it is an oral product that offers long lasting freshness. The company should advertise more to boost business in the growing market for chewing gum.
Threats:
The company is facing competition from large companies like Wrigley’s and Perfetti. To beat competition, the company must offer products that are unique from those of the competitors. Also, the company’s product faces the threat of substitution from products like Chloromint candy. Further, there is the threat of new entrants as numerous small and local players are emerging with their products.
Segmentation
The company will use a multi-segment strategy that involves behavioral, psychographic, demographic and geographic segmentation.
Behavioral Segmentation:
Behavioral segmentation covers customers who concern with sensitivity, pricing, brand loyalty as well as benefits. The benefits of buying Chew-den are that the consumers get to enjoy a chewing gum that offer long lasting freshness for oral care.
Environmental Segmentation:
Environmental segmentation covers customers in pre-determined locations (Kotler, 2005).. Differences in interests, values and preferences change in nations, states as well as ...
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