ASSIGNMENT 3 – Weeks 6 & 7 Marketing: Marketing Manager Analysis

Due Date: Week 7

 

Note: While representative of possible situations faced by the Brooklyn Nets, all scenarios in this assignment are fictional.

 

Real Business

For a large discount retail store like Target and Walmart, it can be difficult to get the marketing mix just right for a given product. There are so many products in the store fighting for the attention of customers. There is also the challenge of helping the suppliers of each product maximize their profits while making sure the store is making money. With so many things to consider, working in marketing for such a large business can be a challenge.

 

Your Role

This week, you’ll be acting as a Marketing Manager in the sporting goods section.

 

What is a Marketing Manager?

Marketing Managers are responsible for developing, implementing and executing marketing plans, either for an entire organization or for particular categories or products within the organization, in order to attract potential customers and keep existing ones.

 

Their day-to-day tasks include managing and coordinating marketing and creative staff, leading market research to improve existing products and services, working with advertising agencies, and determining the best way to get products in front of customers.

 

As a marketing manager for a discount retail store in Brooklyn, you have been asked to evaluate a marketing plan for basketballs to ensure that the 4 P’s of marketing are being applied well. Using your knowledge of the 4 P’s and the best approach to generating sales, you’ll take a look at a number of marketing recommendations and choose the approach that you believe will sell the most products.

 

Instructions

Step 1: Product

In the Marketing Analysis Presentation provided by your marketing team, you’ll see three different basketballs that need to be included in the product display on Slide 2. Each product has unique features.

  • Based on the information provided about the customers that shop at the store location on Slide 3, choose the basketball that you think will sell the most. Write 2-5 sentences explaining the rationale for your decision.

 

Step 2: Place

On Slide 4 of the Marketing Analysis Presentation, you’ll see the results of a survey that asked potential buyers about where they are most likely to purchase these products.

  • Use your knowledge about product placement to choose the best place to sell the products, deciding between traditional stores and online. Write 2-5 sentences explaining the rationale for your decision.

 

Note: You should complete Steps 3, 4 & 5 after reading the material in Week 7.

 

Step 3: Promotion

Slide 5 of the Marketing Analysis Presentation shows three recommended advertisements, including a special deal promotion, for the product that is expected to sell the best.

  • Based on the information provided about the customers that shop at this store location on Slide 3, determine which promotional activity will sell the most product at this particular store. Write 2-5 sentences explaining the rationale for your decision.

 

Step 4: Price

Look at the pricing options available for each of the three products together on Slide 6.

  • Based on your knowledge of the Pricing Strategies discussed on pages 186-187 in the textbook, choose the option that has the best pricing mix for all three products. Refer to the customer information on Slide 2, if needed. Write 2-5 sentences explaining the rationale for your decision.

 

Step 5: Brand and Sales Pitch

The company that makes one of the basketballs is looking to rebrand the product. They have asked for your input on possible brands ideas.

  • First, read the Brand Vision statement, which summarizes the goal for the new brand. Then, look at the logo, name, and tagline recommendations. Which of the two brand directions do you think best meets the goals of the brand vision? Please support your decisions.
  • Second, write a 2-3 sentence sales pitch that you would use to try to convince someone to purchase this product.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Points: 110 Assignment: Marketing – Marketing Manager Analysis
Criteria Unacceptable

Below 60% F

Meets Minimum Expectations

60-69% D

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Recommend the basketball that will sell the most and explain your reasoning.

 

Weight: 20%

Makes no recommendation.

Provides no supporting information.

Demonstrates no understanding of market analysis.

Makes a recommendation.

Provides minimal support from course materials and Marketing Analysis presentation.

Demonstrates minimal understanding of market analysis.

Makes an adequate recommendation.

Provides partial support from course materials and Marketing Analysis presentation.

Demonstrates adequate understanding of market analysis.

Makes a good recommendation.

Provides adequate support from course materials and Marketing Analysis presentation.

Demonstrates good understanding of market analysis.

Makes an excellent recommendation.

Provides thorough support from course materials and Marketing Analysis presentation and may also cite outside research or ideas.

Demonstrates excellent understanding of market analysis.

2. Identify the best channel (traditional store or online) to place the product and explain your rationale.

 

Weight: 15%

Does not accurately identify channel; explanation is missing or lacks logic and supporting information.

Demonstrates no understanding of product placement.

Accurately identifies channel; explanation lacks logic and/or supporting information.

Demonstrates minimal understanding of product placement.

Accurately identifies channel; minimally supports answer with logical explanation and information from Marketing Analysis presentation and/or course material;

OR

Does not accurately identify best channel; adequately supports answers with information from Market Analysis presentation and/or course material.

Demonstrates adequate understanding of product placement.

Accurately identifies channel; adequately supports answer with logical explanation and information from Market Analysis presentation and course material.

Demonstrates good understanding of product placement.

Accurately identifies channel; thoroughly supports answer with logical explanation and specific information from Market Analysis presentation and course material.

Demonstrates excellent understanding of product placement.

3. Recommend a promotion and explain your reasoning.

 

Weight: 15%

Makes no recommendation.

Provides no supporting information.

Demonstrates no understanding of promotions and pricing.

Makes a recommendation.

Provides minimal support from course materials and Marketing Analysis presentation.

Demonstrates minimal understanding of promotions and pricing.

Makes an adequate recommendation.

Provides partial support from course materials and Marketing Analysis presentation.

Demonstrates adequate understanding of promotions and pricing.

Makes a good recommendation.

Provides adequate support from course materials and Marketing Analysis presentation.

Demonstrates good understanding of promotions and pricing.

Makes an excellent recommendation.

Provides thorough support from course materials and Marketing Analysis presentation and may also cite outside research or ideas.

Demonstrates excellent understanding of promotions and pricing.

4. Recommend a pricing option and explain your reasoning.

 

Weight: 20%

Makes no recommendation.

Provides no supporting information.

Demonstrates no understanding of pricing.

Makes a recommendation.

Provides minimal support from course materials and Marketing Analysis presentation.

Demonstrates minimal understanding of pricing.

Makes an adequate recommendation.

Provides partial support from course materials and Marketing Analysis presentation.

Demonstrates adequate understanding of pricing.

Makes a good recommendation.

Provides adequate support from course materials and Marketing Analysis presentation.

Demonstrates good understanding of pricing.

Makes an excellent recommendation.

Provides thorough support from course materials and Marketing Analysis presentation and may also cite outside research or ideas.

Demonstrates excellent understanding of pricing.

5.Choose the most appropriate brand direction and write a simple sales pitch. 

 

Weight: 20%

Does not choose the most appropriate brand direction and does not support their decision effectively.

Sales pitch is confusing and does no sale the product well.

Does not choose the most appropriate brand direction but shows a basic understanding of the concept of brand in their explanation. Sales pitch is not compelling, but shows basic understanding of the sales pitch. Chooses the best brand direction but does not support their decision well. Writes an appropriate sales pitch. Chooses the best brand direction and provides good support for their answer, but does not use key terms in their answer. Writes an appropriate and creative sales pitch. Chooses the best brand direction and provides excellent support for their choice, citing key concepts and terms from the course materials. Writes and effective and compelling sales pitch.
 6. Select a relevant focus area for each of the 5 customer segments and ask 1-2 questions for each that your team should explore. Points Range: 0 (0%) – 22.77 (20.7%)

Writing does not meet minimal standards.   Tone is not professional. Lacking in logic, clarity, and/or consistent formatting. Contains many spelling and/or grammatical errors.

Points Range: 23.1 (21%) – 26.07 (23.7%)

Questions address some relevant aspects of customer segmentation.  Demonstrates adequate understanding of market segmentation and the 4 P’s.

 

Points Range: 26.4 (24%) – 29.37 (26.7%)

Questions address most or all relevant aspects of customer segmentation.  Demonstrates good understanding of market segmentation and the 4 P’s.

Points Range: 29.7 (27%) – 33 (30%)

Questions thoroughly address the most relevant aspects of customer segmentation.   Demonstrates excellent understanding of market segmentation and the 4 P’s.

Writing is excellent.

Tone is professional and sophisticated. Shows logic, clarity, and consistent formatting.

Contains no spelling or grammatical errors.

6. Write in a professional manner using proper grammar and spelling.

 

Weight: 10%

Writing does not meet minimal standards.

Tone is not professional.

Wholly lacking in logic, clarity, and/or consistent formatting. Contains many spelling and/or grammatical errors.

Writing meets minimal standards.

Tone is not professional.

Lacking one or more of logic, clarity, and/or consistent formatting.

May contain more than 8 spelling and/or grammatical errors.

Writing is satisfactory.

Professional tone is developing.

Shows moderate logic, clarity, and/or consistent formatting.

May contain more than 2-4 spelling and/or grammatical errors.

Writing is mostly good.

Tone is professional.

Shows logic, clarity, and consistent formatting.

May contain few or no spelling and/or grammatical err

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