Business Environment and Marketing Research

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Business Environment and Marketing Research

Using the Waters Bottling Company in Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the following in MS Word: Be concise but complete in your analysis of each plan element. Your employer wants to know you have left nothing out in your analysis.

This assignment represents Section 2 of the Marketing Plan. Use the Marketing Plan guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 2 – Marketing Research & Target marketing (Module 2).

Section 2 – Market Research & Targeting (Module 2)

Market Research
Research Methods & Data Mining
Market Research Process
Consumer Behavior
B2C vs. B2B
Consumer Decision Making Process
Factors Affecting B2C and B2B consumer behavior
Market Segmentation
Market Segmentation Concepts
Segmentation Process
Segmentation Strategies
Target Marketing
Relate all responses using the WBC scenario and the product you have selected to market in Module 1.

Create a 4- to 6-page Word document for your Marketing Plan sections. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ sub heads/ bullets) to your work. Be sure to cite your work in the APA format.

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Marketing manager to The Waters Bottling Company

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You are the new marketing manager to The Waters Bottling Company (WBC) of Munsonville, NH. They have never done any marketing for their water before so they will need to be educated as to the role of marketing in their company’s success. They started their company last year and want to “do it right” according to their president and founder, Dr. M. Waters. (The M stands for Muddy so he prudently only uses the initial. He also is rather fond of Blues music, which he would like to incorporate into the marketing plan in some way.) They want to sell their crystal clear, granite filtered mountain water to the “right” market. It is your job to identify that target market. At this point, they don’t even know how the product should be packaged or have a name to identify it. You will get to make that determination and carry that product through the entire Marketing Plan.

Imagination and creativity combined with solid marketing concepts will be the basic framework for your report. They will be relying on you for all of the details to make this product successful. They are well funded and ready to bring this product to market, with your help and guidance.

 

Use the attached Marketing Planning Guide to build your marketing plan for their naturally mineral rich pure mountain water. Be sure to relate the marketing concepts/ theories to this product/ company as you build the marketing plan over the length of the course. The competed sections of the marketing plan will be submitted in the Dropbox for each module. Use each of the outline items as headers/ subheads for your analysis. Be concise and apply each of the appropriate concepts to the WBC scenario.

 

Marketing Planning Guide

 

Section 1 – The Environment (Module 1)

 

Introduction to Marketing

The Marketing Mix

The Marketing Environment

Marketing and its relationship with other functional areas of business

Strategic Marketing

Planning Process

Strategy

Organizational Levels

Goals and Objectives

Planning Gap

Ethics in Marketing

You will create a complete Marketing Plan by the end of the course. You will write the first section of the Marketing Plan for this assignment. Use the guide to identify the sections of the Marketing Plan and the marketing elements contained therein. This assignment will focus on Section 1 – The Environment (Module 1).

 

Over the span of the course, you will gather information from a number of probable sources. Some of the sources may include, but are not limited to, the Internet, public libraries, business magazines, newspapers, the Harvard Business Review, the Wall Street Journal, annual reports, consultant/industry analyst reports, databases, Department of Commerce publications, Temple and other university libraries, trade and academic journals, Moody’s, Value Line, etc.

 

You may be surprised and overwhelmed by the volume of information that is available for many topics, though you may have to do some “detective work” to locate them.

 

You may find Web sites such as Hoovers.com and Lexis-Nexis extremely helpful.

 

Create a 4- to 6-page Word document for your Marketing Plan Section. Apply a standard business writing style using the Market Planning Guide sections as your (headers/ sub heads/ bullets) to your work. Be sure to cite your work in the APA format.

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Organizational Behavior Analysis

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In this assignment you will analyze the organizational behavior of your current or former employer. Describe how the following areas influence the organizational behavior in a negative or positive manner:
a.Type of culture (Pluralism, Dualism or Salad bowl)
b.Modes of communication in the organization (i.e., written or verbal)
c.Nature of authority (i.e., recognized social rank)
d.Motivational techniques (e.g. intrinsic or extrinsic used to influence productivity and performance)
e.Areas of EQ (emotional quotient) embraced by the organization
f.Virtual elements (i.e., teleworking and virtual offices)

Provide examples for each item listed above and discuss how each example applies to the organization identified. Your paper must be eight to ten pages in length and use a minimum of four scholarly sources, in addition to the textbook. Your paper must be formatted according to APA style as outlined in the Ashford Writing Center

Must return a less than 20% similarity rate or a ZERO will be the grade.

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Legal and Ethical Considerations in Marketing, Product Safety, and Intellectual Property

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You are a new associate at the law firm of Dewey, Chetum, and Howe. John, a former researcher at PharmaCARE, comes to your office. He has concerns about PharmaCARE’s use of AD23, one of the company’s top-selling diabetes drugs. Two (2) years ago, after PharmaCARE’s research indicated that AD23 might also slow the progression of Alzheimer’s disease, John and his team of pharmacists began reformulating the drug to maximize that effect. In order to avoid the Food and Drug Administration’s (FDA) scrutiny, PharmaCARE established a wholly-owned subsidiary, CompCARE, to operate as a compounding pharmacy to sell the new formulation to individuals on a prescription basis. CompCARE established itself in a suburban office park near its parent’s headquarters. To conserve money and time, CompCARE did a quick, low-cost renovation.

CompCARE benefited from PharmaCARE’s reputation, databases, networks, and sales and marketing expertise, and within six (6) months had the medical community buzzing about AD23. Demand soared, particularly among Medicare, Medicaid, and Veterans Affairs patients. Seeing the opportunity to realize even more profit, CompCARE began advertising AD23 directly to consumers and marketing the drug directly to hospitals, clinics, and physician offices, even though compounding pharmacies are not permitted to sell drugs in bulk for general use. To circumvent this technicality, CompCARE encouraged doctors to fax lists of fictitious patient names to CompCARE. PharmaCARE sold CompCARE to WellCo, a large drugstore chain, just weeks before AD23 was publicly linked to over 200 cardiac deaths.

As CompCARE and its new parent company enjoyed record profits and PharmaCARE’s stock price approached $300 per share, reports started surfacing that people who received AD23 seemed to be suffering heart attacks at an alarming rate. The company ignored this data and continued filling large orders and paying huge bonuses to all the executives and managers, including John, whose wife recently died from a heart attack after using AD23.

John has come to you with an internal company memo describing the potential problems with AD23, and information describing the company’s willingness “roll the dice” and continue to market the drug.

Your senior partner has asked you to write a memo outlining the following issues for review by the senior partners.

In preparation for this assignment, use the Internet to research examples of intellectual property theft that occurred within the past two (2) years.

Write an eight to ten (8-10) page paper in which you:

  1. Research three to five (3-5) ethical issues relating to marketing and advertising, intellectual property, and regulation of product safety and examine whether PharmaCARE violated any of the issues in question.
  2. Argue for or against Direct-to-Consumer (DTC) marketing by drug companies. Provide support for your response.
  3. Determine the parties responsible for regulating compounding pharmacies under the current regulatory scheme, the actions that either these parties or the FDA could / should have taken in this scenario, and whether PharmaCARE could face legal exposure surrounding its practices. Support your response.
  4. Analyze the manner in which PharmaCARE used U.S. law to protect its own intellectual property and if John has any claim to being the true “inventor” of AD23. Suggest at least three (3) ways the company could compensate John for the use of his intellectual property.
  5. Summarize at least one (1) current example (within the past two [2] years) of intellectual property theft, and examine the effect on that company’s brand.
  6. Analyze the potential issue surrounding the death of John’s wife and other potential litigants against PharmaCARE as a result of AD23.
  7. Specify both the major arguments that John can make to claim that he is a whistleblower and the type of protections that he should be afforded. Justify your response.
  8. Use at least three (3) quality resources in this assignment. Note: Wikipedia is not an acceptable reference and proprietary Websites do not qualify as academic resources.

 

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:

  • Analyze and assess legal and ethical restraints on marketing and advertising, relative to both consumers and organizations.
  • Analyze and evaluate laws and regulations relative to product safety and liability.
  • Explore copyright laws and intellectual property rights and assess how well they balance competing interests.
  • Use technology and information resources to research issues in law, ethics, and corporate governance.
  • Write clearly and concisely about law, ethics, and corporate governance using proper writing mechanics.

 

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An Integrated Marketing Communications (IMC) Campaign Plan

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The Course Project:
An Integrated Marketing Communications (IMC) Campaign Plan

The 4 Key Objectives of this Project:
•    Demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis
•    Application of marketing concepts associated with the marketing mix, branding and communications
•    Provision of implementation steps that are sufficiently clear and detailed for effective execution (- would your plan work?)
•    Presentation of your work in clear, compelling and relevant documents

The Course Project
The course project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in, with what message, and which media. PLEASE NOTE THIS IS NOT A MARKETING PLAN OR A BUSINESS PLAN – The IMC plan focuses on what we traditionally refer to as the Promotion P., and what we are now viewing as Communicating the Value.

Select a brand that you feel passionate about – you are going to live with it for the next 2 months. You might select a brand that you can see has an obvious problem that can be helped by an IMC – for example the brand may be organic but nobody that matters knows this – and as this is a growing market there may be considerable growth potential that could be realized with a campaign that creates awareness, interest, desire and gets action. Follow the process presented in the Week 1 lecture carefully. Give extensive thought to your topic proposal this can be downloaded from DocSharing, and complete this in week 1. Use the brand analysis document to gain an understanding of your selected brand. Work on gathering data and map out your ideas for the Week 4 deliverable the Course Project: Outline. The outline should help you determine what you know and where gaps still exist. This document will guide you through to successful completion.

Brand Analysis
Brand Problem:

While Apple is enjoying market dominance in the United States, its growth depends on the production of new and improved technology for emerging and developed markets. Apple has yet to demonstrate true multinational flexibility. Apple needs to open its software to outside hardware to compete in the global market. This control on software and hardware has allowed Android a further reach. Until Apple bends on its strategy, it is going to leave unrealized global opportunity on the table. Unless Apple addresses the needs of middle and bottom of the pyramid markets, scaling, and market penetration will be challenging. Apple needs an array of models from low to high- end to compete in emerging markets.

Current
New
Target Customer
Apple consumers are brand loyal and prefer purchasing Apple products in every category it exists. Demographically, consumers of both genders aged 15 and above, with an income category of middle-level and above are the target customers of Apple.

Product/service offered:
Apple is well known for producing stylish, trendy, technologically advanced, and innovative products which are simple in nature and easy to use.

Competitive advantage:
Vertical integration has given Apple a competitive advantage,

Brand name (e.g. Nike):
Apple

Brand term (e.g. Just do it):
“Change is in the Air.’

Symbol (e.g. Swoosh):
A bitten apple

Functional benefits (basic benefits relating to performance – e.g. Nike – a good quality shoe):

Emotional benefits (benefits that make the customer feel good – e.g. Nike – makes you feel fit and healthy):

Brand concept (essence of the brand – e.g. excellence in performance):

Brand Identity:

Physique – tangible form, sound, smell, color, feel

Personality – character

Relationship – what is exchanged, shared

Culture – the system of values represented by the brand

Reflection – what is the aspired image?

Self-image – what is the image of actual customers?

The Written Report
You should include the following sections in your written report:
Executive Summary
What is Apple known for? – Expensive but quality electronics
What does Apple need to communicate to the consumer? – That Apple offers electronics at a price that ensures, quality and satisfaction, and is worth the cost compared to the competition.

Introduction

IMC Objectives
Market Analysis
Communications Strategy Plans
•    Traditional Media
•    Internet
•    Direct Marketing
•    Sales Promotion
•    Public Relations (PR)
Conclusions

To expand, the content of each section should address the following:

IMC Objectives (Quantify)
Identify the brand and the principle objectives of the campaign and quantify where possible:
•    Attract new customers
•    Retain existing customers
•    Branding objectives
•    Marketing and corporate objectives
The objective of the Apple IMC plan is to expand our branding to reach consumers outside of our average consumer demographic. While apple products are often associated with luxury brands, and high end electronics, our IMC Plan will communicate to current and potential buyers that Apple has and is making efforts to reach consumers of all social statuses.
Market Analysis
A detailed analysis will provide the specific details for decision-making:
•    SWOT
•    Segmentation and Targeting
•    Positioning
•    Product/Service
•    Customer Profile
•    Marketing Channels

Communications Strategy Plans
Listed here are the typical options available that form the communications strategy mix – marketers must think about how they need to match competitors or provide novelty, each strategy requires a specific objective, a media strategy, a media plan, and a budget, these are described more fully below:
•    Traditional Media
•    Internet
•    Direct Marketing
•    Sales Promotion
•    Public Relations (PR)

Communications Schedule
Using a calendar that covers the timeframe of the proposed IMC indicate when the specific elements of the communications strategy mix will occur – including:
•    Launch dates
•    Key events

Budget and Evaluation
Develop a list of the planned communications strategy mix and estimate the costs of each component

To elaborate further on the Communications Strategy Section there are numerous options; marketers should consider a mix of the following depending on the problem being addressed – you may wish to provide additional strategies that you feel are more relevant.

Each communications strategy (e.g. a traditional media campaign involving a print ad in a magazine) requires:
•    Specific Objective
•    Media strategy: Big idea, Message, Copy, Visuals
•    Media Plan: Reach and Frequency
•    Budget: How much will this cost?

Traditional Media
A paid for, mass-mediated, attempt to persuade, use to build brand identity, this is a big investment:
•    Television, Print and Radio

Internet
As advertising became more expensive and the Internet grew – online communications have become a cost effective option with the added benefit of being measurable (closed-loop marketing) – this area has become highly specialized:

•    Search engine optimization (SEO) strategy: Google AdWords
•    Online advertising: Banners, reciprocal links
•    Social media: Facebook, Twitter, YouTube, Pinterest, Instagram…
•    Website

Direct Marketing
Direct marketing evolved from the catalog business, which involved gathering customer information – this approach is data base driven and is used to send personalized messages either by mail, phone, email or text messages, inviting a direct response. There is an important role for direct marketing in branding as it facilitates relationship building and customer retention. This is becoming integrated into a web campaign. Direct marketing might include:
•    Post cards
•    Personalized mailings
•    Emails concerning special offers
•    Newsletters

Sales Promotion
Alongside traditional advertising, there are many options for communicating with customers and building positive associations with the brand – sales promotion is growing in popularity and can be incorporated into a direct marketing piece such as a postcard or email. Sales promotion is instant demand stimulation, it creates a perception of greater value through contests and samples, it compliments the longer term advertising campaign, it motivates trial use, and encourages larger purchases or stimulates a repeat purchase.  Sales promotion is helpful when launching new products and new product samples can be attached to existing brands.  Problems arise because frequent sales promotions alter price perceptions and encourage consumers to become “deal-prone”. Examples include:

•    Consumers:  Coupons, price-off, gift with purchase, contests, samples, mail sampling, newspaper sampling, on-package sampling, mobile sampling
•    Trade/Business: Training, allowances, incentives, trade shows
•    Internet: New opportunities for contests and trial subscriptions

Public Relations (PR)
PR is a communications function used to promote understanding between an organization and its various stakeholder groups. PR is a critical component of brand building and generates publicity for the brand, helps solidify the public’s opinion of the brand and defines the brand; seamlessly.

Public relations involves:
•    Creating publicity; buzz, viral messages
•    Building media relations
•    Corporate communication (issues management, community relations, government relations, industry relations)
•    Building employee relations
•    Maintaining financial/investor relations
•    Crisis management
•    Image building
•    PR deals with what is difficult to control; but a company can be prepared
•    PR amplifies the effects of other communications strategies

The tools of PR include:
•    Press releases
•    Feature stories
•    Company newsletters
•    Press pack
•    Interviews and press conferences
•    Sponsored events

Your final report should be about 10-15 pages, please use the APA format for your paper and references. Keep in mind that you should use a professional writing style, this should be based on business English, and involve the correct use of marketing terminology. Use tables to summarize your information – a report is more likely to be implemented effectively if it is brief, but sufficiently detailed, clear and relevant. Remember to experiment with the Demand Metric Tools that are included in the Week 6 lecture, these may give you some ideas for organizing your campaign. For each of your communications strategy plans you should identify a specific objective, a media strategy, a media plan, and a budget. You are asked to provide the five typical options that form the communications strategy mix – marketers must think about how they need to match competitors or provide novelty, you may want to substitute a campaign for something different – check this out with your Professor.

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