Scenario:Lee is the owner of Lee's [business type selected by your instructor], which is located in the city closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for his business. You must use the industry selected by your instructor.

Checklist:Summarize a marketing strategy for Lee's business, addressing each part.

Part 1Mission:

Redefine Lee's mission. Lee's current mission is more of a product-oriented mission statement. For example, "We sell flowers" or "We make pizza."

• provide marketing-oriented mission statement for Lee's business.

Part 2 Situation Analysis:

Organization Strengths and Weaknesses:

• Describe methods that Lee could use to identify his internal strengths and weaknesses information. For example, some businesses use secret shoppers to identify an organization's strengths and weaknesses. Explain your response.

Environmental Scan:

• Who are the direct and indirect competitors for Lee's business located in your area?
• Using sources like theU. S. Census Bureau(go to "Browse by Topic"), describe the demographics affecting Lee's business in your area.
• How is technology being utilized in the industry assigned that might have a positive or negative impact on Lee's business?
• Identify Lee's competitive advantage against his direct and non-direct competitors in the city nearest to where you live.
• Finally, define the termsustainable competitive advantageand explain what advice you would give to Lee in his quest to build a sustainable competitive advantage.

Part 3: Marketing Objectives

• Set marketing plan objectives for Lee's business (see page 25 of your text).
• Identify at least two S.M.A.R.T. goals (i.e., Specific, Measurable, Achievable, Relevant to the mission, and Time-bounded).

Part 4: Marketing Strategy

• Describe the target market strategy for Lee's business. Paint a very clear picture of who Lee will be targeting for his product. For example: Appealing to an entire market, concentrating on one particular segment, or multiple market segments.
• Explain the four strategies for growth: market penetration, market development, product development, and diversification. How can Lee use market penetration to increase his sales? Explain.
• Briefly describe your marketing mix strategy: product (size, colors, packaging, use, etc.), place or distribution method, pricing, and promotion.

Part 5: Implementation

• Using the concepts from the text, explain how you will turn your plan into a reality. For example: Detailed job assignments and activity descriptions.

Part 6: Evaluation

• Using the concepts from the text, describe how you will evaluate your marketing strategy.