Assignment: Marketing Plan, Part 3 Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the...

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Assignment: Marketing Plan, Part 3






Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Part 1 Assignment.



Ethics and Social Responsibility



Current Status


It is no longer acceptable for businesses to disregard issues around ethics and social responsibility. Conduct research and briefly describe what your organization is currently doing regarding corporate social responsibility and pursuing sustainable business practices.



Recommendations


Based on your understanding of the organization’s goals, what recommendations do you have for how to create a more ethical, socially responsible and/or sustainable business? What practices do you recommend the organization pursue?


Marketing Information and Research


Research Question


Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives.


Information Needed


Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem.


Research Recommendations


What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach?




Customer Decision-Making Profile


Identifying the Customer and Problem


Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.


Factors Influencing Customer Decisions


Provide a brief profile of your target segment using at least three of the following categories:



  • Geographic characteristics: e.g., location, region, population size or climate.

  • Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.

  • Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.

  • Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.

  • B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity


Reaching the Customer


Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.



Positioning and Differentiation


Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions.


Competitive Advantages


List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways.


Market Niche and Positioning Strategy


Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?


Positioning Statement


Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].


Repositioning Considerations


Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not?


Branding


Brand Description


What is the “brand” you are trying to build? What do people think about this brand today, and how do they experience it?


Brand Promise


What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit?


Brand Voice and Personality


Describe your brand voice and personality using the is/is never template:



  • [Brand] is:

  • [Brand] is never:


Brand Positioning and Strategy


Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to aligning it with what your target segment wants. How will this contribute to the success of your product, service or organization?

Answered Same DayNov 27, 2021

Answer To: Assignment: Marketing Plan, Part 3 Complete the following information about the organization and...

Saloni answered on Nov 30 2021
131 Votes
Ethical and Social Responsibility
Current Status
The group leader in the consumer electronics and entertainment industries, Sony aim to refine the life of the
future generation to produce world class entertainment and products to promote sustainable and healthy environment. They move forward to Zero environmental plan which targets to achieve zero footmark by 2050. Efforts to develop more of energy efficient , low-carbon and eco conscious lifestyle among the consumers.
Recommendations
Proper recycling and energy conservation by the employees to help achieve ambitious targets. Partnership with the Non profit organizations and educational institute to promote a low carbon ,eco-friendly environment with sustainable business practices.
Marketing Information and Research
Research Question
Is the pricing strategy targeting the right audience ? Are all the different income level people able to afford the technology that is introduce to target them ?
Information Needed
The organization needs to focus on all group level of people. Pricing decisions should be taken wisely and product competitiveness should increase in the market.
Research Recommendations
Survey & questionnaires.
Customer Decision Making Profile
Identify the Customer and the Problem
The primary decision maker in the target segment is the buyer who has the funds to make the purchase. The decision maker is usually in the age group between 18-70. The problem of the customer is that they need a particular need to be satisfied like may be customer is looking out for a cloth washer or a refrigerator. Sony can...
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