Marketing Communication and Brand Strategy

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Description

Assignment Steps

Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 5 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The five elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document.

  • Situational Analysis:
    • Vision, Mission, Strategic objectives, Values
    • Strengths/Weaknesses
    • Competitor's Strengths/Weaknesses
    • Market Segments
  • Product, Place/Distribution, Promotion, and Price Strategies:
    • Creating a Brand Image
    • Maintaining Brand Image
    • Branding Concerns
    • Promotion/Integrated Marketing Communication
    • Advertising Strategy/Objectives
    • Push and Pull
    • Media Strategy
    • Advertising Execution
    • Public Relations/Strategies

Note: Charts/graphs/tables do not count toward the word count.

The plan will be a continuation of your global or multi-regional business you chose in Week 1 (STAPLES). This will be incorporated into your overall marketing plan for Week 6.

Cite a minimum of three peer-reviewed references.

Format your assignment consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.

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Explanation & Answer

Attached.

Running head: MARKETING COMMUNICATION AND BRAND STRATEGY

Marketing Communication and Brand Strategy

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MARKETING COMMUNICATION AND BRAND STRATEGY

2

Marketing Communication and Brand Strategy
Situational Analysis
The mission of Staples is to provide convenience to their customer's make more happen.
The mission of Staples can be seen in its contribution to environmental protection and
communities' engagement. The strategic objective of Staples is to grow its market share,
contribute to sustainability by protecting the environment and lastly contributing to community
development through ethical business and embracing diversity.
The strength of Stapes Inc is its ability to innovate and meet customer needs. The firm
conducts research that helps in decision making. Weakness is that business environment is
changing from business to business to business to customer. There are more established players
in the online space concerning Amazon, eBay, and Wal-Mart. Market segmentation Staples has
segmented its market into unified customer segments. Staples Inc serves small businesses,
schools, and other businesses. The primary direct competi...


Anonymous
Excellent resource! Really helped me get the gist of things.

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