COMPANY- PLEASE ANSWER THE FOLLOWINGS ON THE BASE OF SAJE NATURAL WELLNESS

Company to be used for answers- Saje Natural Wellness

1. Marketing Strategy Options assessment (20 marks)

For the company to grow within Canada and increase its Company market share what key strategic options does it face. Discuss the alternatives and strengths and weaknesses of options

• In ecommerce- Multi Brand/Store Brands vs One Corporate Brand (Existing or New)
• In Merchandise Assortment- Integrate existing store merchandise better, continue adding new Store brands (Acquire or Start-up). Add depth and breadth to existing store assortments (Product lines), Private Label vs National Brands focus (i.e. The Gap is 100% Private Branded)
• For Focus around Top-of -Mind Customer Awareness generation in a selection of famous or dominant product categories. What is the company famous for? Should they protect what they own, or go after businesses to grow to become newly dominant?
• In customer service delivery (Self service, low service environment, Service as a Point-of-Difference- selectively high in key business areas) can the company execute?

1. Strengths, Weaknesses & Benefits* of each option (20 Marks)

*The Benefits, of each, to the company; you may use tables and bullets if you introduce them with a sentence

10. Target Market Selection: (10 marks)

Identify the segment(s) you have selected as your target; with supporting rationale. (It should be one of the segments you described in the previous section!) Explain why this is a good choice, keeping your objectives in mind.)

11. Recommendation on options above (10 marks)

Recommendation for the company with supporting rationale, including reference to your SWOT findings

12. Marketing Goals: (5 marks)

What are your objectives for the company ? Give at least two objectives (revenue, market share, number of retail customers met, Service Ratings, etc) and ensure that each one meets the SMART criteria (Specific Measurable Achievable Realistic and Time-Oriented)

13. 7 P's Assessment: (25 marks)

How does the company align its strategy through the 7 P strategies: Price, Place, Product, Promotion, People, Physical Evidence, and Process. The 'Promotion' portion must include a high-fit CSR program description.

1. Marketing Mix:

1. Product (Service):

Address each of the following:

• Detail the service that the company is offering. For example:
  • What type(s) of service(s) are they providing? Of what quality?
  • What service elements are provided?E.g.: Equipment? Setup?Maintenance? Training/coaching? Etc., etc.
  • How is The company's service 'packaged', meaning what is the set of choices, Do-it-yourself only? Contractor Partners? Service Provision?
  • Are there special features of their service itself that make it different/attractive?
  • What is name/brand name? What other future services that could be added that may or may not fit with the current offering?
  • There are many more possible elements than can be listed here. Think carefully about what your reader needs to know about the service, to understand it.
• What aspects of your product/service delivery are critical to your success? (I.e., what are the key things that the company needs to do well, in order to be successful?)
• How is you're the the company service branded? Corporate Brand vs Store Brand vs Loyalty Brand

Explain how your product strategy fits with: a) your target market and its needs; b) your company's resources and objectives; c) your desired positioning.

1. Place (Distribution/Supply Chain):

Summarize the key aspect of how the company delivers it product and services to it customers:

• How do the company's merchandise groupings communicating specific store areas: playing, fixing, etc. support the Companies strategy and positioning?
• How do the layout of the company's Physical Stores support their positioning?
• Mobile, Website, Direct to Consumer ecommerce
• Corporate support services- credit, loyalty, complaints?
• How/where will your customers engage with you to purchase services? In-Store Associates

Explain how your place strategy fits with: a) your target market and its needs; b) your company's resources and objectives; c) your desired positioning.

1. Promotion & CSR (Corporate Social Responsibility):

Promotion is very important to the company - communication platforms like Websites and Flyers, charities and foundations are ready exist! Carefully plan how The company should reach its customers. You should address the following:

• What are your promotional goals? How does Loyalty play a part? How important is data and information? What must change from the company's current approach
• Give an overview of your recommended promotion strategy: how will you achieve your marketing goals?
• Promotion Elements: Specify the promotional tools that you will use, in the following table.Examples include: loyalty incentives; sales and discount promotion; public relations/publicity; social media branded content; etc. (These are examples, not an exhaustive list!)

Element	How the element will be used (briefly!)	Rationale: How does it relate to your promotional objectives?

Explain how your promotion strategy fits with: a) your target market and its needs; b) your company's resources and objectives; c) your desired positioning.

Corporate Social Responsibility (CSR) helps you promote your company to new employees, business partners & customers who share values with your brand/firm. Add a 'Stakeholder Plan' for this new opportunity identified in your Marketing Plan.

• Recommend One High-Fit CSR partnership candidate 'cause' or organization forthe companyto give back to communities; the organization must not yet be partnered with a competitor.
• List all the noncompetitive parties with whom that 'cause' or organization is now partnered with, demonstrating that a partnership with YOUR company/ brand would not be a conflict.
• Specify S.M.A.R.T. Goals for your Stakeholder Plan.

1. Price:

Summarize the key aspects of your pricing strategy. Elements that you will likely want to consider include (but are not limited to!):

• What is the company's overall pricing strategy? Premium? Everyday Lowest Price? High Low Promotional Pricing?
• How should the company use Price for each offering?
  • Role of Price Promotion in driving traffic.
  • Role of Cross Banner/Store in driving cross shopping and increased share of customer

Explain how your price strategy fits with: a) your target market and its needs; b) your company's resources and objectives; c) your desired positioning.

1. People/Physical Evidence/Process:

Address the 3 Ps of services. Briefly touch on these components, if and where appropriate. You might want to consider:

• How does the the company's network impact the People/Service Component?
• What types of people will you want to hire? With what experience?
• How will you attract/keep those people?
• What training will you provide?
• What service standards will you put in place?
• Describe any relevant new physical elements of the service.
• Will there be new features of your process that address your customers' needs especially well, or give you advantages over competitors?

1. Positioning statement, map (total: 10 marks)

14a. Positioning Statement: (5 marks)

Write updated proposed Positioning Statement forthe company, explaining any changes versus the Part One, with rationale.

Identify possible competitive advantages thatthe companyhas. How are you going to differentiate your company from the competition? (See pages 248-250 of Crane 'Marketing' McGraw Hill Tenth Cdn edition)

14b. Positioning Map (5 marks)

Create Positioning Map of all category brands INCLUDING any shifts/ realignment you propose, explaining the change, with rationale.

If you do not include the same axis labels as your previous Positioning Map, you must explain the reason for the new dimensions used.

1. Financial Projections: (15 marks)

Provide the following:

• A promotional budget
• An operating budget (all costs, including promotion, advertising, Loyalty/Data. PR, Customer Technology, Training from above)
• A sales forecast for 3 years
• Estimated market share increase per year
• A projected income statement to Net Margin Level assuming a 33% Gross Margin
• A breakeven analysis for sales growth generated to recover marketing investment
• LIST YOUR ASSUMPTIONS

1. Execution Plan: (15 marks)

Provide an execution plan, by completing the table below. Think carefully about the timing and sequencing of eventse.g., which steps have to have been finished before another step can start. For this project, it is sufficient to identify the 4 - 6 most important steps.

Item	Start date	End date

APPENDICES/ SOURCES must be attached, as a 'price of entry' expectation