analyze company, product, and current marketing situation of that company

analyze company, product, and current marketing situation of that company

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MBA-FP6012 – Spring 2017 – Section 02
Assessment 6

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MBA-FP6012 – Spring 2017 – Section 02

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Assessment 6
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Integrated Global Marketing Case Study
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Attempt 1Available
Attempt 2NotAvailable
Attempt 3NotAvailable
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Overview

Develop a 10–12-slide PowerPoint presentation that analyzes the company, product, and current marketing situation of that company, and recommends a new marketing
strategy that will improve the potential for the product in a global market. Explain how the recommendation will add value to the company and product brands as well as
build customer loyalty.

Note: The assessments in this course build on each other. You are strongly encouraged to complete the assessments in sequence.
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Context

Marketing plays an important role in business by making sure that people know about the products or services that a business offers. Marketing is part of the overall
business plan of a company and integrates all aspects of the business, from financial to operations to legal. Once a marketing plan is developed, department leaders
can forecast sales. Forecasts can be used to create production schedules, create budgets, and even determine hiring needs.

Marketing research can identify specific unmet needs or wants in a target market segment, which may lead a company to develop new products to meet those needs. It can
also track buying behaviors and use that information to build brand loyalty and add value to the company.
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Questions to Consider

As you prepare to complete this assessment, you may want to think about other related issues to deepen your understanding or broaden your viewpoint. You are encouraged
to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of your professional community. Note that
these questions are for your own development and exploration and do not need to be completed or submitted as part of your assessment.

Consider the manner in which the product you selected is currently marketed. In Assessment 3, Market Segmentation and Product Strategy, you identified at least one way
that this product might be better positioned. In Assessment 4, Marketing Mix Analysis, you identified at least one way in which the company’s marketing communications
fell short for this product. Now consider the differences among international markets:
To what extent do your insights apply regardless of the market? Can you envision a market in which the current marketing approaches might be more successful? In a
broader sense, which of the issues you have identified apply across global markets? Which require adjustments to particular markets?
When you consider the varying expectations for this type of product across the global marketplace, which do you see as core or universal? Which expectations vary the
most from one market to another? What are the implications for constructing a global marketing strategy for this product?
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Resources
Suggested Resources

The resources provided here are optional and support the assessment. You may use other resources of your choice to prepare for this assessment; However, you will need
to ensure that they are appropriate, credible, and valid. They provide helpful information about the topics in this unit. The MBA-FP6012 – Integrated Global Marketing
Library Guide can help direct your research, and the Supplemental Resources and Research Resources, both linked from the left navigation menu in your courseroom,
provide additional resources to help support you.
Marketing Metrics

The below resources provide information about marketing metrics.
Marshall, G. W., & Johnston, M. W. (2015). Marketing management (2nd ed.). New York, NY: McGraw-Hill. Available from the bookstore.
Chapter 16, “The Marketing Dashboard: Metrics for Measuring Marketing Performance,” pages 474–502.
Assessment Instructions

It is now time for you to present your analyses and recommendations for a global marketing strategy for the company and its product. You need to prepare a 10–12-slide
PowerPoint presentation for senior leadership.
Preparation

To prepare for this assessment, review your previous assessments, looking for the most relevant elements in your analyses. This is the information you will use in your
PowerPoint. Be sure to use the speaker notes section of each slide to expand your bullet points on the slide.
Assessment Requirements

Prepare a 10–12-slide PowerPoint presentation using the following structure:
Title: The title of your presentation should include the name of the company and product. It should also suggest a new direction for the product.
Introduction (1 slide): Include the following:
An overview of the process you followed to arrive at your recommendations.
A summary of the background context so your audience will understand the issues you examined in your analyses and the choices made in your recommendations.
Company Overview (1 slide): The overview provides a perspective on the company, the marketplace, culture, and key players. Measures of size, effectiveness, and
specifics on market dynamics enhance the importance of the marketing strategy.
Product Overview (1 slide): Describe the product, including its uses, the needs it meets from the consumers’ point of view, and core aspects of the marketing mix. How
effective has the current marketing strategy been?
Current Situation (2–3 slides): Explain the global marketing challenge the company is facing. Summarize the main points from your previous assessments. Focus on the
most critical details so that the results of your analyses clearly point to the changes you will recommend.
Recommendations (3–4 slides): Propose a new marketing strategy that will improve the potential for the product in a global market. Your proposal should highlight the
following:
How your recommendations will increase the market potential for the product.
Why your recommendations will be more effective than the current strategy.
How your recommendations consider culture, political climate, and international laws.
How your recommendations align with company direction.
Support your recommendations with your analyses, marketing theories, models, and/or principles.
Conclusion (1 slide): Explain how your recommendations will add value to the company and product brands, and build customer loyalty.
References (1 slide): Format following APA guidelines.
Additional Requirements
Include a title slide and reference slide.
Number of slides: 10–12, not including title slide and reference slide. Use the speaker notes section to expand points.
Resources: At least 4. Resources must be formatted according to current APA guidelines.
Be sure your presentation is visually appealing to an executive audience.
Integrated Global Marketing Case Study Scoring Guide
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