Unit 1 assignment

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 you are a consultant for Lee’s landscaping business. The location is the zip code for where you (each student) (93619), which is located in the city closest to where you live(Clovis). 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.


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.
Using sources like the U. S. Census Bureau, describe the demographics affecting Lee’s business in your area.
How is technology being utilized in the assigned industry that might have a positive or negative impact on Lee’s business?
Identify Lee’s direct and indirect competitors and her competitive advantage against her direct and non-direct competitors in the city nearest to where you live.
Define the concept of 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 p. 25 of your text).
Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and 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 current APA format and citation style (see the reading area for APA assistance). Your paper should include headings (Part 2: Situation Analysis: Environmental Scan, etc.) an introduction, and a conclusion

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Case study audit

Both files belong to the content of BEMM385. The first file specifies the assignment. The teacher gave two company cases. As long as you analyze the marketing for headway Devon, you will choose the case analysis of headway Devon.

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tv commercial analysis

Television/Internet Commercial: This is a fun and interesting assignment that addresses personal evaluation and analysis of a television commercial. For your written analysis you will watch a presentation from Carol Perruso our Consumer Affairs Librarian. During the presentation she will teach you how to navigate the library’s website and show you how to find ispot.tv/browse, where you will find a variety of commercials to choose among. You will also use the libraries resources on the Consumer Affairs Research Guide to support the analysis of your commercial. You can use some of the following questions to write your analysis. Write a minimum of 750 words for this assignment. You must provide a link to your commercial in the comments section when uploading your paper to Beachboard Dropbox. This paper needs to be written using the 7th edition of APA format with a title page and reference page with the reference of the video you watched, the book (as you are connecting terms), and a source from the library. This is a formal paper, which includes an introduction (with the purpose of the paper), body, and conclusion. Keep your originality score at 15% or lower.

Television/Internet Commercial: This is a fun and interesting assignment that addresses personal evaluation and analysis of a
television commercial or print advertisement. For your written analysis due, use some of the following questions to write your
analysis. Write a minimum of 750 words for this assignment. You must provide a link to your commercial when you post to
dropbox. Paper must be written in APA format.

• What is the commercial about?
• Are the characters credible? Who are they and what is it about the characters that make them credible (or not)? For
example, if one of the characters in a commercial is wearing glasses, does that make the character seem more intelligent? Is
the character hip or square? Why do you think these elements were introduced?
• Who is the target market? Where would this commercial or advertisement be shown or placed (on what television channels
or in what magazines)?
• What persuasive techniques are used? Do they work for you?
• What learning or memory techniques are used? Do they work for you?
• What is the expected consumer behavior? In other words, how are consumer expected to react? What decision making is
desired (cognitive, habitual, and/or affective)?
• What cultural influences are anticipated? These might include cultural values, reality engineering, cultural stories, sacred or
profane consumption, and/or global cultures.
• How is consumer and social well-being affected? This might include satisfaction, addictive consumption, or consumed
consumers (the “dark side” of consumption).
• What perception-related elements take place? Visual, sound, touch, etc. What stages of perception take place?
• What components of “self” occur? This includes fantasy, self-concept, symbolic interaction, personality, brand
identification, body image, etc.
• Are attitudes involved? How are they expressed?
• What components of consumer identify are expressed? This includes gender identify, ethnic and racial subculture, religious
subculture, and age.
• What components of social class are expressed? This includes income, class, status and social capital, and lifestyle identify.
• What other components are expressed? This might include word-of-mouth communication, opinion leadership, innovation
adoption, exclusivity, etc.
• What other observations can you include? What have others said about this commercial?
• Does it work for you? For others? Why or why not? What might you do differently if you were the director or marketing
consultant for the product?
• You can conclude by asking fellow students in the class for additional observations, comments, or questions.


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Data Analysis and Interpretation

MT355M4-4: Prepare a business solution based on data analysis and interpretation.

Business leaders rely on the work of marketing researchers to make decisions that will impact revenue generation and the profitability of the company. The data analysis and interpretation phase of a marketing research project is a critical process that is highly scrutinized for accuracy and validity. Marketing researchers must take great care in analyzing data that will be interpreted and turned into information for the purpose of solving the research problem or capitalizing on an opportunity that was under study.


You are the new director of marketing for your chosen company. As the director of marketing for your chosen company, you must be willing and able to take on multiple projects at once. Moving on from the important marketing research project you have under development, you have a new task assigned by the chief executive officer (CEO) of your company. As part of a public relations initiative, you will present a research study at an upcoming conference. This is your time to shine. The CEO would like to approve your presentation topic. Prepare a business report for the data collection, analysis, and findings sections of a study to the CEO of your company. Developing an ability to obtain and process information for decision-making as a marketing director will be a valuable addition to your business tool belt.

Assessment Requirements:

You will use the Purdue Global Library to locate a marketing research study in an academic peer-reviewed journal. Using the marketing research study, you will prepare a business solution based on the interpretation of the data analysis.

Prepare a business report based on the analysis of data in a marketing research study.

Choose Your Company: Choose an award-winning company from the Baldrige Performance Excellence Program website to study. You will evaluate the “Award Application Summary” as a business case for your company.

Article Details: Review a scholarly article found in the Purdue Global Library on global marketing research. The article you choose from the Library should be based on the topics of “competition in the global environment” and/or “communications in the global environment.”
The marketing research article must be relevant to a specific industry, business, or product related to your chosen company.
The marketing research article must be published in a peer-reviewed academic journal.
The marketing research article must be published within the past 10 years.
The marketing research article should have some relationship to global marketing research from a collaboration and competitiveness perspective.

Article Summary: Prepare a synopsis of the chosen marketing research article.
Prepare a three (3) paragraph summary of your chosen research article by explaining its importance to your chosen company, the industry in which the company operates, or a product your chosen company sells from the perspective of “global competition” and/or “global communication.”

Data Collection Methods: Give details about the data collection conducted in your chosen article.
Identify the data collection instruments used in your chosen article.
Explain how the process of data collection is employed in the research conducted in your chosen article.
Explain the sampling and measurement approach employed in your chosen article.

Principles of Information Analysis: Explain the principles of information analysis.
Provide three (3) examples of how the research in your chosen article adheres to the quantitative, or qualitative principles of information analysis (refer to Chapters 9 and 10 in your textbook).

Data Preparation:
Provide three (3) examples explaining how the process of quantitative or qualitative data handling, preparation, and analysis was employed in the study of your chosen article.

Credibility: Explain how credibility is established in data analysis.
Provide three (3) facts that made the study in your chosen article credible (refer to pages 246-248, and 261-263 in your textbook).

Informing Marketing Decisions: Prepare a report based on the data analysis in a study to provide business solutions for a marketing research problem.
Explain how the results of the data analysis answer the marketing research questions as presented in the article of your chosen study.
Explain how the results of a data analysis can be used to inform marketing decisions.
Interpret the results of a data analysis using non-technical business language.

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A Critical Literature Review of a chosen marketing context

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Marketing – Final Reflection

Question #1:
Assess the usefulness of the SWOT framework in developing a market strategy. Provide an example of how you might use specific marketing research to formulate a strategic plan for your current or past place of employment. What marketing communication channels would be most useful in attracting buyers to an industry with which you are familiar.

Question #2:
What specific assignments or learning activities from this course did you find particularly beneficial? What do you feel could’ve improved or added to your learning experience in this course?

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Relationship and Network Marketing

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Principles of Marketing Unit V Essay


Marketing Plan: Part II
In this unit, you will continue to build upon your marketing plan for an existing company and a product or service of your choice. For Part II, make certain to include the sections listed below in your marketing plan.
SWOT Analysis
A valuable step in your situational analysis is to assess your firm’s strengths, weaknesses, opportunities, and threats (SWOT). For this section, conduct an inventory of your internal strengths and weaknesses. Then, note the opportunities and threats that are external to the organization based on your market and the overall environment.
Competitive Analysis
For this section, create a comparative chart discussing the differences between a minimum of two competitors.
What are the objectives and goals of your marketing plan? What is it that you hope to achieve? Please be very specific in this section.
Corporate Social Responsibility, Sustainability, and Ethics Strategy
For this section, explain any governance policies that you will use to be socially responsible and ethical. Identify any aspects of your business model that will create more sustainable operations (with a focus on bettering people, the planet, or profits).
Your essay must be at least three pages in length, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. You must use at least two references. Adhere to APA Style when constructing this assignment, including in-text citations and references for all sources that are used. Please note that no abstract is needed.

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Domino’s Pizza Turnaround Case

Domino’s Pizza Turnaround Case

Domino’s is a well-known global pizza brand. They have been operating franchise operations since the 1960s and expanded internationally in 1983. Today, Domino’s operates thousands of stores in more than 90 countries worldwide (Domino’s, n.d.). They have been leaders in rapid and reliable delivery, number of franchisees and employees, technology adoption for online orders, and expansion into sandwich delivery (Crawford, 2021).
Despite their impressive growth, they were not always regarded as offering quality pizza products, which is their core business. In fact, prior to 2010, Domino’s had a notorious reputation for selling poor pizza. This was formally acknowledged by Domino’s leadership team who admitted consumer research revealed the product was far below consumer expectations (Crawford, 2021). Nothing was more damning than when consumers described the pizza as cardboard-like, boring, bland, artificial, and flavorless. This was something the Domino’s team could no longer ignore.
Although they had shown leadership in other areas, like 30-minute delivery, they realized that improving the taste of the product was a priority. Around 2008, Chief Executive Officer (CEO) Patrick Doyle announced drastic steps to change the company’s reputation by reinventing the brand in what would be known as “the pizza turnaround.” The primary strategy of this reinvention was to improve pizza taste without sacrificing other benefits the consumers enjoyed, like rapid delivery and affordability. This meant that the reinvented pizza could not take longer to make, and the costs had to be at parity with the current costs. Furthermore, even if these challenges could be overcome, simply improving the flavor profile of the pizza was not sufficient. The leadership team vowed to provide a better pizza than those products offered by competitors, and they would only be satisfied when improvements were validated through blind taste tests (Githens, 2010). This was a bold goal since the competition in the pizza category was fierce, and Domino’s was positioned as fast-food pizza, which did not inspire a lot of confidence in quality and taste.
In December 2009, 2 years after concept testing and development had begun, the reinvented pizza was launched using the pizza turnaround promotional campaign. The campaign and the product development steps taken to reinvent the pizza was a huge success as evidenced by a majority of customers preferring the taste of Domino’s to competitors’ pizza, a 30% increase in new sales, and 65% increase in repeat purchases (Crawford, 2021).

Please follow the assignment instructions below:
I. Read the following article by Greg Githens:
Githens, G. (2010, December). The pizza turnaround: The story-behind-the-story of Domino Pizza’s new product launch , Visions, 34(4).
II. Watch the following video:
Domino’s Pizza. (2009, December 21). Domino’s Pizza turnaround [Video]. Cielo24. https://c24.page/rhzvagx4wnsjy4dsgggcv2mhpc
III. Respond to the following questions:

Describe Domino’s product offering using the total product concept. Include core product, generic product, expected product, augmented product, and potential product.
Using Ansoff’s product-market matrix, describe the pizza turnaround strategy as either market penetration, product development, market development, diversification, or a combination. Provide your rationale.

CEO Patrick Doyle directed the reinvention of Domino’s Pizza. Which steps in the new product development process were necessary to ensure success of the pizza turnaround? Please provide specific examples from the case.

Which stage of the product life cycle was Domino’s Pizza in when the pizza turnaround reinvention began in 2008? How did the launch of the pizza turnaround campaign change the sales curve? Provide evidence.

Explain the importance and benefit of new product portfolio management during the years leading up to the pizza turnaround campaign launch.

What were some of the challenges the new product development team faced in selling the pizza turnaround internally? How did they overcome these challenges?

Additional Instructions:

Your case study response should be at least two pages in length.
Academic work should always be supported with credible sources. Please be sure your submission includes at least two credible sources in addition to the case study article, one of which should be from the CSU Online Library.
Please use APA formatting and style guidelines (i.e., indentations, spacing, font, citations, references).
Please use section headings and subheadings that align with the assignment questions. This will serve as an outline to ensure you complete all requirements.
Finally, please review the grading rubric so you are aware of all the grading criteria.


Crawford, C. M. (2021). New products management (12th ed.). McGraw-Hill.
Domino’s. (n.d.). Domino’s 101: Fun facts. https://biz.dominos.com/web/public/about-dominos/fun-facts
Githens, G. (2010). Domino’s Pizza reinvents itself: The story-behind-the-story of the new product launch. Visions, 34(4).

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