Portfolio Project: 5-7 page double spaced Analysis paper of the marketing of a specific brand/company

WF1999
timer Asked: Nov 12th, 2020

Question Description

.The portfolio will include a five to seven-page, double-spaced written discussion of the company’s marketing approach.It may also include the company’s media strategy and promotional efforts.An analysis of the company’s business, marketing, and advertising strategies will provide an evaluation of the company’s efforts to reach consumers.


Company/Brand- Tesla

Unformatted Attachment Preview

Principles of Marketing: Portfolio Concepts To help students understand the application of key concepts, students will maintain a portfolio of a single brand/company. Students will be asked to identify selected concepts and to discuss why these concepts did / did not work well to promote the chosen brand / company. At the most simple level, students will identify the company’s mission, its approach to pleasing desired customer groups, its marketing strategies, and how efforts were made to achieve the desired position. The portfolio will include a five to seven-page, double-spaced written discussion of the company’s marketing approach. It may also include the company’s media strategy and promotional efforts. An analysis of the company’s business, marketing, and advertising strategies will provide an evaluation of the company’s efforts to reach consumers. Below are some of the course concepts that the portfolio may focus. Of course, any other readings, whether required or outside the course, are welcomed. The goal of this portfolio project is for students to gain a fuller understanding of how marketing works in the real world. The Company’s Mission Statement and Business Portfolio The Company’s Pivotal Consumer Insight Evidence of the company practicing the “Marketing Concept” The Company’s Value Proposition (i.e., Unique Selling Proposition) The Company’s Marketing Strategy (Note Figure 2.4) Requirements for Effective Segmentation Measurable, Accessible, Substantial, Differentiable, Actionable Evidence of Market Segmentation, Targeting, Differentiation, Positioning Market Targeting Strategies company employs Undifferentiated (Mass), Differentiated, Concentrated, Micromarketing) The Company’s Macro Environment SWOT Analysis The Company’s Response to Uncontrollable Factors (e.g., the current pandemic issue) The Company’s Target Market (s): Which customers? How are they served? Geographic, Demographic, Psychographic, Behavioral Segmentation Strategies The Company’s use of Marketing Information Systems and Marketing Research for CRM The Company’s approach to New Product Development (acquisition or developing new products) Idea Generation, Idea Screening, Concept Development & Testing Marketing Strategy Development, Business Analysis, Commercialization Product Life Cycle of Company’s Key Product/Brand Marketing Objectives for various Life Cycle Stages) The Company’s Promotional Mix for Integrated Marketing Communications Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct & Digital Marketing (see Figure 14.1) The Company’s Major Advertising Decisions Objectives -- Budget, Message, Media Decisions -- Advertising Evaluation The Advertising Strategy: Message and Content Selecting Advertising Media – Profiles of Major Media Types (Table 15.2) Reach, Frequency, Impact, Engagement Portfolio Analysis Plans Book Introduction Brand/Company overview: History of company The company’s mission statement and business portfolio Summary sales data, revenues earned recently Key Target Audience Thesis statement: The purpose of this analysis is to review this brand’s marketing strategy and to make suggestions/recommendations for improvement. Industry and Brand/Company Key brands/companies within the industry – market share, revenues for key “players” (Tables and Graphs to help reader see the industry leaders) The brand’s macro environment S.W.O.T. Analysis The company’s response to uncontrollable factors (e.g., current pandemic) Product Life Cycle of Company’s Key Product/Brand (Marketing Objectives for various Life Cycle Stages) Greater description of the consumer market The brand’s target market (s): Which customers? How are they served? Geographic, Demographic, Psychographic, Behavioral Segmentation Strategies Present the brand’s marketing strategy (Note Figure 2.4) Requirements for Effective Segmentation Measureable, Accessible, Substantial, Differentiable, Actionable Market Targeting Strategies company employs Undifferentiated (Mass), Differentiated, Concentrated, Micromarketing) Pivotal Consumer Insight What is the core reason behind consumers’ consumption of the product category, in general, and this brand, in particular? Evidence of the brand practicing the marketing concept? If not, what is their business Orientation (i.e., production, selling, or product concept)? What is the brand’s value proposition (i.e., unique selling proposition)? What is the brand’s positioning and differentiation strategies? Contributions from MIS and Marketing Research for Customer Relationship Management Integrated Marketing Communications The Company’s Promotional Mix for Integrated Marketing Communications Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct & Digital Marketing (see Figure 14.1) The Company’s Major Advertising Decisions Objectives -- Budget, Message, Media Decisions -- Advertising Evaluation The Advertising Strategy: Message and Content Selecting Advertising Media – Profiles of Major Media Types (Table 15.2) Reach, Frequency, Impact, Engagement Recommendations and Conclusions General structure of the report Five to seven pages, double-spaced, 11 to 12 size font Cite sources of statements of facts or opinions using APA format Simply cite the authors’ last names and date within the body of the report (e.g., According to Martin (2018), consumers …) Use quotes rarely, if sparingly. Simply paraphrase the author and cite the soure Use Section Headings, Sub-Section Headings, and Paragraph Leaders Write clearly and simply – this report is neither academic nor scholarly Check spelling (e.g. two, to, too – it’s, its – aisle, isle – affect, effect Have Fun! You are the expert in this case analysis!
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

This question has not been answered.

Create a free account to get help with this and any other question!

Similar Content

Related Tags

Brown University





1271 Tutors

California Institute of Technology




2131 Tutors

Carnegie Mellon University




982 Tutors

Columbia University





1256 Tutors

Dartmouth University





2113 Tutors

Emory University





2279 Tutors

Harvard University





599 Tutors

Massachusetts Institute of Technology



2319 Tutors

New York University





1645 Tutors

Notre Dam University





1911 Tutors

Oklahoma University





2122 Tutors

Pennsylvania State University





932 Tutors

Princeton University





1211 Tutors

Stanford University





983 Tutors

University of California





1282 Tutors

Oxford University





123 Tutors

Yale University





2325 Tutors