Assignment 2 – Marketing Mix Analysis Rubric Team member names: Section Description Comments Grade Introduction Introduce and describe the company. State the product/product line you have chosen to analyze and introduce the meaning of the 4 P’s pertaining to that product/product line. /5 Product Strategy Describe the product with regards to its classification category, the stage in its product life cycle, identify and explain the product management decisions taken over the product life cycle and the branding strategy used by your client organization. Comment on how your company differentiates its product from its competitors as well as the level of brand equity provided by the company. /20 Current Pricing Describe the pricing strategy. Choose one specific product for sale by the company and state its price. Explain how the company derived the selling price of that specific product in terms of demand, costs and competition. Are their prices above, equal to, or below competition? What does this communicate to target consumers about their product? /10 Promotion Strategy What marketing communications methods does the company use? Do not simply “list” them but rather identify them and explain how the company is using them. What does company communicate about the product in their communication methods? Are these methods effective? /15 1 NAVNEET GILL INTRODUCTION TO MARKETING Conclusion & What recommendations do you have regarding the marketing mix (product, price and promotion) of the product analyzed by your team? Recommendation Professionalism Include a proper and complete title page, table of contents and reference page. Eliminate spelling, punctuation, grammatical, structural, and formatting errors. /10 Total /10 /70 Assignment II- MARKETING MIX ANALYSIS 70 marks total; 20% of your final course grade. You are expected to continue your analysis of the same company (your client) Assignment 2 is to be structured as a business report (word document) and must contain the following sections: 1. Introduction: Introduce and describe the company. State the product/product line you have chosen to analyze and introduce the meaning of the 4 P’s (product, price, place and promotion) pertaining to that product. (5 marks) 2. Product Strategy: Describe the product with regards to its classification category, the stage in its product life cycle, product management related decisions taken over the product life cycle and branding strategy in action. Comment on how your company differentiates its product from its competitors as well as the level of brand equity provided by the company. (20 marks) 4. Promotion Strategy (also referred to as marketing communications in your textbook): What marketing communications methods does the company use? Do not simply “list” them…identify them and explain how the company is using them. What does company communicate about the product/product line you are analyzing in their communication methods? How does this help them position their product? Are these methods effective? (15 marks) 5. Conclusion and Recommendation: What recommendations do you have regarding the marketing mix (Product, Price and Promotion) of the product analyzed by your team? (10 marks) 3. Pricing Strategy: Describe the pricing strategy used by your client? Choose one specific product for sale by the company and state its price. Explain how the company derived the selling price of that specific product in terms of demand, costs and competition. Are the prices above, equal to, or below competition? What does this communicate to target consumers about their product? (10 marks) 1 Navneet Gill INTRODUCTION TO MARKETING 6. Professionalism of the Report (10 marks) • Include a proper and complete title page, table of contents and reference page. Eliminate spelling, punctuation, grammatical, structural, and formatting errors. Academic Integrity: Complete 2-part APA citation methodology MUST be followed. Your paper must have at minimum 6 secondary sources including your textbook and your client’s corporate website. Due Date: see course Schedule. Grading: While the report will receive a grade, individual student grading may vary based upon instructor observation of group interaction, and a completed peer evaluation form. The peer evaluation form will be developed and delivered by the instructor via email and must be completed and returned in confidence to the instructor.
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