Marketing Project

Phase 1: Marketing Department Profile

1 Introduce your company, its products / services, size, location, history and profile.

2 Describe the marketing department for your assigned company (organizational structure, # of managers, employees etc.)

3 What marketing functions does the marketing department perform? (Sales, public relations, advertising, research, branding, distribution, promotion etc.)

Phase 2: Application and Analysis

1 How does your company achieve the two-fold goal of marketing? (Attract new customers by promising superior value, and to keep current customers by delivering satisfaction.

2 Is it a smart company? I.e. does it under promise and over deliver? Does it exceed customer expectations? Is it proactive?

3. How many SBUs (e.g. product based? Market based? Service based? Customer based?...etc.)

a. Conduct a BCG matrix for your SBUs.

b. What future investment decisions do you suggest for each

SBU.

c. Conduct a SWOT analysis for your firm.

4 Apply the marketing process (Segmentation, Targeting and Positioning, STP) to only ONE specific brand of the companys products / services.

5 Describe the marketing environment of your company and its components.

6 Which growth strategy can you apply for future expansion or to enlarge your market share?

7 To what extent does your company believe in marketing? Is it just a function like any other inside the company or the backbone of success? JUSTIFY.

8 - Your recommendations to the company after analyzing your company and what marketing is all about.