Kaplan MT450 unit 1 assignment

Congratulations. You have
just been named marketing manager of a major franchise. Your job will be to
perform the daily tasks of a marketing manager.
So what does a
Marketing Manager do? As you know, marketing plays an essential
role in almost every industry segment. In its simplest form, marketing
management is about making certain that customers’ needs and wants are met
while increasing the profits of a company. A marketing manager’s
responsibilities can vary a great deal, but will always have this as a central
Click here to learn more about being a
Marketing Manager.
Let’s get started.
Select one of the 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
Liberty Tax Service® –
Taxes – provides tax service to both consumers and businesses.
Your plan is to
aggressively go after the consumer and business market creating dual revenue
streams. Your marketing strategy, research marketing mix and customer
relationship marketing will be different for both groups.
In this
scenario, you will be responsible for the following:
Explain how marketing
strategies influence marketing decisions. In addition you will be 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.


There are two parts to this
Assignment be sure to complete both parts.

Part 1: Write a brief paragraph
that answers the following questions. (This should not be in Question/Answer

company did you choose as your focus in this Marketing Management Assignment?
Where are the company’s headquarters located?

is the mission statement of the company you chose to study?

previous marketing manager developed an advertising campaign before the
marketing strategy. How could this advertising campaign potentially create
problems for the product?

Part 2:You are making your first
presentation to the CEO of the organization. Your goal is to complete thefollowing
tasks for your consumer and business-to-business marketing strategy planning

the SMART acronym, list several objectives you wish to accomplish.

the customer targets (target market). Provide for the CEO a more specific
description of which customers you (the marketing manager) want to persuade to
buy the product or service.

each customer target the competitor targets must be identified. Which are the
brands or companies that offer the most likely competition for that customer?

do you see as the value proposition? Summarize into a single paragraph.

o The customer.
o The
competitive targets.
o The
customer’s reason for buying your brand.

value proposition forms the basis for the marketing mix. Describe your
marketing mix for your consumer market and business-to-business market.

your competitive advantage – the strategic development of some basis on which
customers will choose a firm’s product or service over its competitors’.


o Cost-based or price-based advantage
o Quality-based
or differentiation advantage

o Perceived quality or brand-based

Product Life Cycle (PLC) is defined for a product category (not a particular
brand) and illustrates the sales history of the category over time. The
strategic options available to the marketing manager vary over the life cycle,
as does the importance of various marketing-mix elements. Although the PLC should
not be followed religiously because category characteristics can vary widely,
it is a useful conceptual tool. Where do you see your product on the PLC? What
would be your strategy based on your response?

of your consumer market, how can you get current customers of the product or
service to buy
more? Do the same for your
business-to-business product or service.

a 3-5 page (APA formatted) marketing strategy plan paper with at least three
supporting references that addresses this Assignment. You should include at
least one illustration which can be included in the body of your paper or

Assignment Checklist:

Write your original response
in Standard American English, paying special attention to grammar, style, and

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 cite all references used.

Submit to the Unit 1: Assignment

For assistance with APA format and
citation style, visit the Kaplan University Writing Center.

Grading Rubric Unit 1 Assignment:






Paper Objectives: Assignment Checklist (80%):

Company information



Mission statement



Marketing strategy






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