Marketing strategy

Analyze the marketing strategy of one of the following companies: Costco, Amazon, McDonald’s, and Starbucks. Cover the following topics: brief history, line of business (organization mission), target market(s), SWOT marketing strategy (4Ps), marketing department organization, value proposition, competitive environment, Web/store dynamics, global operations, social responsibility/sustainability, and marketing metrics (assessing failure or success through sales, market share, profits, return on equity).
Special Topics to be covered:
Wal-Mart—purchase of Bonobos, Spatialand (virtual reality startup), Jet.com, Flipkart (India-based online) development of Walmart.com (free shipping). Store No8 (cashier-less stores).
Costco–gray market, intelligent loss of sales, importance of membership fees, low gross profit margins. low Web sales
Amazon–Amazon Locker, Amazon Dash, 1 click purchasing, Amazon Fresh, purchase of Whole Foods, two-day or less shipping, Amazon Prime, Amazon Student, Echo and Dot.
McDonald’s– supplier issues in China, McDonald’s as a real estate company, freedom of franchises to purchase goods from new vendors, coffee expansion, freedom to purchase goods and services from vendors meeting quality test, global sales.
Starbucks–Arizona State free tuition, little fair trade coffee, Starbucks app, wine served in evenings, prepaid coffee, co-branding coffee with Costco, site selection strategy, global sales, hiring opportunity youth/veterans.
Your paper should be a combination of analysis of library-based research, evaluation of material from the firm’s 10-K, Standard & Poor’s Industry Analysis, and your own observations (store visits, test drives. consumer interviews, etc.)

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