Unit 1 Assignment: Marketing Strategy or Your Next Chess Move

You will only begin this Assignment in this unit, completing Parts 1–3. You will turn these parts in together with Parts 4–6, which you will complete and submit in Unit 2. No paper is due in Unit 1.

Your instructor will assign a business type or industry to students at the beginning of the unit.

The following Course Outcome is assessed in this Assignment, due in Unit 2:

MT219-1: Summarize the basic components of a marketing strategy.

Introduction: Examine the four marketing strategies and read about the importance of doing viable marketing research before you begin planning strategy. Based on what you learn, you will begin this Assignment by examining the mission statement, and then move on to address the situation analysis based on where you live. You will first address the background marketing research based on the business type that will be provided by your instructor.

Read the scenario and respond to the checklist items based on the Reading and Learning Activities.

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 her business. You must use the industry selected by your instructor.

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

Part 1 Mission 

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.” 

• Write a marketing-oriented mission statement for Lee’s business. 

Part 2: Situation Analysis 

Organization Strengths and Weaknesses: 

• Describe methods that Lee could use to identify her 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 the U. 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 her direct and non-direct competitors in the city nearest to where you live.
• Finally, define the term sustainable competitive advantage and explain what advice you would give to Lee in her 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). 

These first three parts of the paper should be a minimum of 1½ pages or 350 words total and use APA format and citation style. Your paper should include headings (Part 2: Situation Analysis: Environmental Scan, etc.) an introduction, and a conclusion. 

Access the Unit 1 APA Assignment template.

Preview the Unit 2 Assignment rubric. 

Disclaimer: This exercise may include actual companies and brand names solely for instructional purposes; this exercise is not associated with any such actual company or brand name. All trademarks remain the property of their respective owners.