Dairy Queen: Target Customers, Collaboration, Opportunities and Marketing Strategies

Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment questions below. Submit the completed template in the Week 10 assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected : Dairy Queen
Dairy Queen
Mission: To create positive memories for all who touch DQ.
Vision: DQ—the world’s quick service restaurant.
NOTE: You will be completing an ORIGINAL Analysis on the business.
1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.
[Insert response-at least 5 good original sentences here)
What do the customers buy/use of value from the business?
[Insert response-at least four good sentences here]
What changes can the company/brand expect in the future? How can the company/brand better serve its customers?
(For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.)
[Insert response-at least four good sentences here]
List 3 Opportunities you have identified in your personal assessment of the business: (Make sure you label why you call each item an opportunity):
1. [Insert response] (At least a good sentence or two addressing why you labeled this an opportunity)
2. [Insert response] (At least a good sentence or two addressing why you labeled this an opportunity)
3. [Insert response] (At least a good sentence or two addressing why you labeled this an opportunity)
List 3 Threats you have identified in your personal assessment of the business: (Make sure you label why you call each item a threat):
1. [Insert response] (At least a good sentence or two addressing why you labeled this a threat)
2. [Insert response] (At least a good sentence or two addressing why you labeled this a threat)
3. [Insert response] (At least a good sentence or two addressing why you labeled this a threat)
2. Company
This Section Discusses what the brand is currently.
List 3 Strengths you have identified in your personal assessment of the business (Make sure you label why you call each item a Strength):
1. [Insert response] (At least a good sentence or two addressing why you labeled this a strength)
2. [Insert response] (At least a good sentence or two addressing why you labeled this a strength)
3. [Insert response] (At least a good sentence or two addressing why you labeled this a strength)
List 3 Weaknesses you have identified in your personal assessment of the business: (Make sure you label why you call each item a weakness):
1. [Insert response] (At least a good sentence or two addressing why you labeled this a weakness)
2. [Insert response] (At least a good sentence or two addressing why you labeled this a weakness)
3. [Insert response] (At least a good sentence or two addressing why you labeled this a weakness)
This Section deals with what the company/brand needs to become.
How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.
[Insert response] (At least 4 good sentences answering all questions)
3. Collaborators
Define the business partnerships.
Discuss the company/brand’s current partnerships. Create a new partnership you think may be a good for the business/brand to undertake and discuss why you suggest this partnership.
Current Partnerships and the discussion on them: [Insert response] (At least two good sentences)
Proposed NEW Partnerships and the discussion them: [Insert response] (At least two good sentences)
4. Competitors
Who are the main competitors? Label and discuss the top three competitors and why you consider them a competitor.
Competitor 1: [Insert response] (Identify Competitor and provide at least two good sentences addressing why you chose business as a leading competitor.)
Competitor 2: [Insert response] (Identify Competitor and provide at least two good sentences addressing why you chose business as a leading competitor.)
Competitor 3: [Insert response] (Identify Competitor and provide at least two good sentences addressing why you chose business as a leading competitor.)
5. Recommendations
Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected? Discuss why you have created these strategies and why you think they should be undertaken and work for the business.
1.Recommendation #1 and the Defense/Justification of the Recommendation: [Insert response] Create a new recommendation and discuss in at least two good sentences why you created this recommendation for the business.
2. Recommendation #2 and the Defense/Justification of the Recommendation: [Insert response] Create a new recommendation and discuss in at least two good sentences why you created this recommendation for the business.
3. Recommendation #3 and the Defense/Justification of the Recommendation: [Insert response] Create a new recommendation and discuss in at least two good sentences why you created this recommendation for the business.