Marketing background of the chosen company

Marketing background of the chosen companyMarketing background of the chosen company

  • Key information about the industry indicating where the company fits and/or positions itself
  • Pay special attention to sustainable practices – i.e. what have been done to balance economic, environmental, social benefits.
  • Who are the targeted customers/segments?
  • How the company and its products are positioned in the market (against the rivals’ offering)?
  • Useful references:
  • The company’s website
  • Koestler’s Marketing Management book with chapter(s) relevant to Segmentation, Targeting, Positioning

Product vs. sustainability

  • What products/product range are being offered by the company?
  • Key decisions for product policy (some, but not limited to):
  • Product quality/features
  • Packaging, labelling
  • Design and materials
  • Production
  • Supply chain management
  • Considerations for consumption and disposal
  • How can sustainability be incorporated into those key decisions?
  • Useful references:
  • The company’s website
  • Book section: “Sustainability goods” (pages 50-69) from Readings and cases in sustainable marketing: Astrategic approach to social responsibility book
  • Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firms do it and does itpay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)
  • Kotler’s Marketing Management book with chapter(s) relevant to Product policy

Price vs. sustainability

  • What are the general pricing strategies (e.g. value-based, cost-based or competition-based) and their relevant sub-type(s) being used by the company?
  • Do and how they adopt any new-product pricing strategies?
  • What are their product mix pricing strategies (if applicable)?
  • How are their product prices normally adjusted?
  • Has any sustainable pricing practice been applied?
  • Useful references:
  • The company’s website
  • Book section: “The last mile: Pricing for life” (pages 294-302) from Readings and cases in sustainable marketing: A strategic approach to social responsibility book
  • Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)
  • Kotler’s Marketing Management book with chapter(s) relevant to Price policy

Promotion vs. sustainability

  • What and how key elements of the promotion mix are being used (e.g. advertising, PR, sales promotion, online marketing etc) ?
  • How has the firm attempted to design communications to inform stakeholders about its efforts, commitment, and achievement toward balancing/addressing economic, social and environmental benefits?
  • Useful references:
  • The company’s website
  • Book section: “Strategic brand promotions: Prospects for sustainability marketing” (pages 303-309) from fromReadings and cases in sustainable marketing: A strategic approach tosocial responsibility Book Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firms doit and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section)
  • Kotler’s Marketing Management book with chapter(s) relevant to Promotion policy

Place/distribution vs sustainability

  • What marketing channels are being used by the company to distribute its products?
  • How has the firm been managing its marketing intermediaries? How has the firm managed to achieve sustainable distribution?
  • Useful references:
  • The company’s website
  • Book section: “Sustainable distribution” (pages 163-175) from Readings and cases insustainable marketing: A strategic approach to social responsibility (Book)
  • Leonidou, C., Katsikeas, C., & Morgan, N. (2013) “Greening” the marketing mix: do firmsdo it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170. (especially “Green marketing program” section) )
  • Kotler’s Marketing Management book with chapter(s) relevant to Place policy

Comparison to rivals

  • Compare the marketing mix (Product, Price, Place, Promotion) to its closest competitors (1 or 2 closest rivals)

Recommendations

  • Make recommendations for improving the marketing mix to achieve stronger competitiveness (to consider including relevant sustainability aspects)
  • Make sure that the recommendations are well justified and connected to previous analyses of the marketing background, internal/external environmental situation, and marketing mix analyses.

Appendices

  • SWOT analysis (Strengths, Weaknesses, Opportunities, Threats for the chosen firm)
  • Positioning chart for the firm: see PowerPoint slides for Marketing planning and strategy. See also the example below for the car makers

Other requirements

  • Report format with headings and sub-headings
  • Approximately 2,500 words (+/- 10% accepted; excluding executive summary & list of references)
  • Use Microsoft Word format only, Times New Roman 12 point font, 1.5 line spacing
  • Use Harvard referencing.
  • 15-20 references are expected ( including at least 5 academic references )