Marketing Mixed Analysis

Suggested Resources

The resources provided here are optional and support the assessment. You may use other resources of your choice to prepare for this assessment; However, you will need to ensure that they are appropriate, credible, and valid. They provide helpful information about the topics in this unit. The MBA-FP6012 – Integrated Global Marketing Library Guide can help direct your research, and the Supplemental Resources and Research Resources, both linked from the left navigation menu in your courseroom, provide additional resources to help support you.

Digital Marketing

The resources below provide information about digital marketing.

• Klie, L. (2016). On social, not all negative are bad. CRM Magazine, 20(7), 38–41.
• Pophal, L. (2015). Email marketing: Updating an old standard for today’s consumer. Econtent, 38(6), 10–15.
• Milder, N. D. (2013). E-marketing. Economic Development Journal, 12(3), 34–40.
• Marshall, G. W., & Johnston, M. W. (2015). Marketing management (2nd ed.). New York, NY: McGraw-Hill. Available from the bookstore.
  • Chapter 12, “Promotional Strategy and New Media,” pages 360–394.

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Assessment Instructions

Now that you have analyzed the competition and examined market segmentation, you need to analyze the marketing mix the company currently applies for the product. In this analysis, you will focus on three aspects: place, price, and promotion. You will also evaluate how well the company integrates all aspects of the marketing mix in order to identify how and why the company’s marketing mix is not as successful as it could be.

Preparation

To gain a sense of the range of marketing activities used by your company, find and examine all aspects of the company’s marketing mix. Pay particular attention to the media, tools, and approaches used to market the product you selected. Study the characteristics of these activities so that you have a clear sense of how the company and the product are presented to the market, and how potential buyers are likely to view both.Format this assessment as an executive report and include a title page and reference page. Follow APA guidelines for citations and references.

Assessment Requirements

In your marketing mix analysis, complete the following:

• Evaluate the marketing mix for the product you selected.
  • Analyze the pricing strategy for the product. How does the pricing align to the company’s overall pricing strategy? How does it compare to competitors? Where does it fall in the market—at the high end, as a midrange product, or as the low cost alternative?
  • Analyze the channels of distribution. How does the company move its products to market? How effective are the logistics? Do the channels fit the image of the product you selected? Is the company missing any productive channels? How might the company gain better penetration in existing channels?
  • Analyze the marketing message. How does the company deliver its message to the marketplace? To what extent does the company integrate print, media, and Internet efforts in its marketing? In what manner does the company use social media to support its marketing efforts?
• Evaluate the effectiveness of the company’s marketing communications strategy across the marketing mix. (You should focus on the strategy for your product.)
• Identify one aspect of the marketing mix that you see as a weakness in terms of the product. Explain why this is a weakness and include specific examples from the company’s current marketing activities.

Additional Requirements

• Include a title page and reference page.
• Length: 3–5 double-spaced pages, not including title page and reference page.
• Resources: At least 4. Resources must be formatted according to current APA guidelines.
• Font: Times New Roman, 12-point.

Marketing Mix Analysis Scoring Guide

VIEW SCORING GUIDEUse the scoring guide to enhance your learning.How to use the scoring guide