Using the same hypothetical company from Assignment 1, for this assignment, you will focus on the company’s branding strategy, primary and secondary target markets, positioning statement, and consumer behavior.

Note: You should create and/or make all necessary assumptions needed for the completion of this assignment.

Instructions

Create the second part of your marketing plan:

1. Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to improve your plan.
2. Develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one brand extension.
3. Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.
4. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.
5. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.
6. Use at least three academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service.
   Note: Wikipedia and other similar websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

• Be typed, double- spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

1.   Analyze marketing environments and strategies used to strengthen product or service positioning.

c.   Examine the marketing science of customer behavior and products in the marketing exchange process.

2.   Evaluate marketing strategies used to create/communicate customer value.

a.   Analyze the marketing framework through a situation analysis.

b.   Evaluate target customer segments and positioning products within these segments.

c.   Evaluate the basis for market segmentation and approaches to segmentation.

3.   Create an effective marketing plan.

a.   Develop recommendations based on market analysis and strategy.

b.   Develop strategies to assess performance and achieve marketing goals.

c.   Develop dynamic strategies for competing.

d.   Develop branding strategies for existing and new products or services.

P8-5A Gutierrez Company makes various electronic products. The company is divided into a number of autonomous divisions that can either sell to internal units or sell externally. All divisions are located in buildings on the same piece of property. The Board Division has offered the Chip Division $21 per unit to supply it with chips for 40,000 boards. It has been purchasing these chips for $22 per unit from outside suppliers. The Chip Division receives $22.50 per unit for sales made to outside customers on this type of chip. The variable cost of chips sold externally by the Chip Division is $14.50. It estimates that it will save $4.50 per chip of selling expenses on units sold internally to the Board Division. The Chip Division has no excess capacity.

 

 

 

Instructions
(a) Calculate the minimum transfer price that the Chip Division should accept. Discuss whether it is in the Chip Division’s best interest to accept the offer.

 

(b) Suppose that the Chip Division decides to reject the offer. What are the financial implications for each division, and for the company as a whole, of this decision?

 

Total loss to company $160,000

 

  

Each team member will be required to contact and interview two individuals who are willing to answer five questions about their opinions and experiences with the assigned topic as it relates to their current organization or one they have worked for recently. Each team member will also provide his or her responses to the interview questions; therefore, data from three different sources will be provided by each team member. For this first stage, team members must work together to draft five interview questions to pose to themselves as well as the participants. These questions must be designed carefully to elicit data that will be helpful in providing analysis of the assigned topic. The team should submit the interview questions as a single Microsoft Word document with an APA title page that provides the names of all team members who participated in their development.

Provide two interview questions for a mid-level grocery store chain which will allow us to generate some questions since it has lots of historical data to back up the contingency plan for marketing we need.

Critical Thinking: Corporate Strategy and Diversification 

Corporate diversification strategies raise a wide range of strategic management issues. For this week’s critical thinking assignment, read the case study found in your textbook (Case 19): Google Is Now Alphabet—But What’s the Corporate Strategy?

Remember, a case study is a puzzle to be solved, so before reading and answering the specific case and study questions, develop your proposed solution by following these five steps:

Read the case study to identify the key issues and underlying issues. These issues are the principles and concepts of the course area which apply to the situation described in the case study.

Record the facts from the case study which are relevant to the principles and concepts of the course area issues. The case may have extraneous information not relevant to the current course area. Your ability to differentiate between relevant and irrelevant information is an important aspect of case analysis, as it will inform the focus of your answers.

Describe in some detail the actions that would address or correct the situation.

Consider how you would support your solution with examples from experience or current real-life examples or cases from textbooks.

Complete this initial analysis and then read the discussion questions. Typically, you will already have the answers to the questions but with a broader consideration. At this point, you can add the details and/or analytical tools required to solve the case.

Case Study Questions:

What is Google’s corporate strategy? Does Google have a clear vision of what it wants to become?

Use Porter’s Essentials Test (Chapter 12) to determine if this strategy creates competitive advantage. If so, how? If not, why not?

Look beyond the conventional sources of synergy and consider complementarities, bargaining power, and rivals. What threats does Google face?

Does Google need to refocus? How should Google delineate its corporate boundaries and which businesses, or products would you recommend abandoning or divesting, if any?

Your well-written paper should meet the following requirements:

6 pages in length, which does not include the title page or required reference page, which are never a part of the content minimum requirements.

Use Saudi Electronic University academic writing standards and APA style guidelines.

Support your submission with course material concepts, principles, and theories from the textbook and at least (5) scholarly, peer-reviewed journal articles unless the assignment calls for more.

You have a 5 to 6-page double-spaced APA paper based on the required reading of, Extraordinary circumstances: The journey of a corporate whistleblower (Cooper, 2009). Discuss the following questions demonstrating what you have learned, cite with at least 3 relevant sources.

1. Exploring the context of the corporate culture at WorldCom, explain the philosophy of CEO Bernie Ebbers and how he pressured staff to cook the books. What roles did David Myers, Scott Sullivan, Buford (Buddy) Yates, Betty Vinson, Troy Normand, and Charles Cannada play?

2. When Cynthia Cooper and her staff had started their investigative work, which had to be done at night, in secrecy, discuss what you found to be internal control weaknesses within the company and why Bernie Ebbers prohibited Cooper from using the words internal controls in audit report.

3. Conclude your paper by recommending what might be done to help mitigate this type of massive corporate fraud in the future.