Marketing Value

This assignment has been designed to help you integrate and apply the marketing concepts you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension will help ensure that you are on track to successfully complete the course. This assignment is worth 10% of your final grade in the course. 1.1: Marketing Concept (30 marks) Suggested time: 2 to 3 hours Length: Please write your response in essay format and in point form as appropriate and limit your response to 2 pages using 1.5 line-spacing. Final Mark: This assignment is worth 10% of your final mark. Assessment: This part of the assignment will be assessed using the following criteria: The level of detail of the explanation and/or evidence/rationale supporting your conclusions Use of course marketing concepts and terms Consider an organization of interest to you. This might be a church, a club, a service organization, a sports organization, a company that you would like to work for, or simply an organization that you admire or want to understand better. This should not be a company with whom you are currently employed. It would be helpful if the organization you choose has a website that describes it and its products in some detail. Based on your own understanding of this organization, assess the extent to which it follows the philosophy behind the marketing concept and new-era orientation. What specific observations or findings led you to draw your conclusions? (10 points) What type of marketing value does this organization create for customers? What marketing mix (product, price, distribution, and communication) decisions has it made to create this value? (10 points) Describe two ethical and/or social issues that affect this organization. What, if anything, does this organization do to respond to or address these issues? What else could it do to be more socially or ethically responsible? (10 points) 1.2: SWOT Analysis (25 marks) Suggested time: 2.5 hours Length: Please write your response in point form and limit your response to 2 pages using 1.5 line-spacing. Assessment: This part of the assignment will be assessed using the following criteria: Depth (detail) of the SWOT Analysis Insight of marketing mix implications for SWOT Analysis observations Justification for the most important SWOT Analysis observations and implications Read the Marketing in Action Case, “Real Choices at Mega Bloks” in Chapter 2 on pages 83–84 in your textbook. Go to the organization’s website at http://www.megabloks.com to learn more about the company. The company is publicly traded on the Toronto Stock Exchange as Mega Brands Inc. (MB). You can do a search on the company to gain additional information on the organization. You may also want to read their Blog, or comments posted on Twitter and facebook. Using the SWOT framework described in Chapter 2, do a SWOT Analysis of this company, identifying at least six relevant factors (facts or observations) in the internal environment (indicating which ones are strengths and which ones are weaknesses) and six relevant factors in the external environment (indicating which ones are opportunities and which ones are threats). As you complete your SWOT Analysis, be sure to describe the marketing mix implication of each of the facts or observations you think are important in the internal and external environment. Overall, which four facts or observations do you think are the most important to understand when developing a strategy for the Mega Bloks Company, and why? Your response will be evaluated as follows: SWOT Analysis: internal environment factors and marketing mix implications (10 points; 5 for factors and 5 for implication) SWOT Analysis: external environment factors and marketing mix implications (10 points; 5 for factors and 5 for implication) Four most important internal environment factors and rationale why these are the most important internal environment factors. (5 points) 1.3: Segmentation & Positioning Concepts (40 marks) Suggested time: 3 hours Length: Please write your response in essay format and in point form as appropriate and limit your response to five (5) pages using 1.5 line-spacing. Assessment: This part of the assignment will be assessed using the following criteria: Depth of the justification Depth (detail) of the profiles Clarity of your description and illustration of the positioning Reflect on the automobile industry in your country of residence.