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Company Name: STARBUCKSnnPart 1: Summarize Organizational StrategynnOne of the challenges management face with marketing is when management thinks he or she knows what the customer requires, needs, and wants, how they want it, where they want it and when they want it. This misconception can lead to customer base reduction, insufficient revenues, and excessive cost. Marketing research can help identify the issue, collect information, analyze the information, and pinpoint a solution. Research helps management look outside of themselves for solutions.

This activity will help you understand what marketing researchnis, why do marketing research, who should do marketing research, when to do marketing research, where to do marketing research, and how to do marketing research.nnnIdentify three of its major products/services. Use these selections to complete most of the following activities:nn1) Assess the environment surrounding this company’s selected products/services.n2) Assess the industry and competitors that the new buyer of the company’s selected three major products/services would probably considered.n3) Outline the market segments this company is currently serving as well as potential new segments if they exist. If not, explain why there are no new segments to be tapped. n4) Offer and justify recommendations that can improve the organization’s research and forecasting for these three products/services.nnSupport your paper with minimum of five (5) resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.nnLength: 5-7 pages not including title and reference pages.nnAPA 6th edition standards and format. nnMust use these Resources ArticlesnnIonitã, D. (2012). Entrepreneurial marketing: A new approach for challenging times. nnSankrusme, S. (2011, September). Competitive 4P’s strategy analysis before liquor liberalization: Case study of beer companies. nnWerner, M., Sepehri, M., & Murphy, R. (2011, December).

An examination of the extent of influence of the post 2007 global economy on the determination of global marketing strategy.nnnnnnPart 2: Position StrategiesnnThe classic positioning strategies include those based on:nn• Attributesn• Use or applicationn• Competitorsn• Product usern• Product classn• Price/quality relationshipn• Cultural symbolsnnFor the selected organization and three of its major products/services selected on the previous activity, write a report addressing the following points:nn• Assess the overall industry and competitors of these three products.n• Explain the factors that have played in the past success of the company using the following terms: brand parity, brand equity, product positioning, perceptual mapping, and product differentiation.n• Explain how the concepts of market potential, market demand, and company demand would enter into the decision to buy anyone of these three products.n• Offer and justify recommendations that can improve the organization’s positioning strategies.nnAPA 6th edition standards and formats. Be sure to adhere tonnSupport your paper with minimum of five (5) resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.nnLength: 5-7 pages not including title and reference pages.nnBooksnnClow, K., & Baack, D. (2010) Marketing Management: A Customer-Oriented Approach.nnRead Chapters #2 and #3nnnnnnnnnnnPart 3: Analyze Relationship MarketingnnFor the selected organization and its three products, complete the following tasks:nn• Describe and assess the leadership styles of the organization in alignment with relationship marketing. Create a diagram representing the alignment. n• Describe and asses the motivational approaches used in alignment with relationship marketing. n• Recommend and justify the type of leadership that should be used in alignment with relationship marketing. n• Recommend and justify the type of motivational approaches that should be used in alignment with relationship marketing. n• How would you make relationship marketing systematic and systemic within the organization?nnAPA 6TH Edition standards and format. nnSupport your paper with minimum of five (5) resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.nnLength: 5-7 pages not including title and reference pagesnnBooksnnClow, K., & Baack, D. (2010) Marketing Management: A Customer-nOriented Approach. Read Chapters #4, #10, and #11nnMust use these ArticlesnnChattananon, A., & Trimetsoontorn, J. (2009). Relationship marketing: A Thai case.nnStros, M., Hari, J., & Marriott, J. (2009). The relevance of marketing activities in the Swiss prescription drugs market.nnnnnnnnnnnnnnPart 4: Evaluate Branding and Positioning StrategiesnnIn order to deliver value to the customer, management must know and understand what the customer requirements, needs, and wants are. Management must know and understand the constructs, such as quality, style, features, customer support, customer service, price, satisfaction, and other that drive customer value. Management must also understand that customers’ value perceptions change and as a result, management must understand how these value perceptions change. This activity will help you to better asses and develop marketing plans.nnUnderstanding customer value will lead to the marketing strategy development and the overall plan development and implementation. By the end of this activity you will have a better idea of how to integrate and align short-term and long-term objectives with the marketing-mix components which will depend on the marketing objectives, the type of product, the target market, the market structure, the competitors’ behavior, ethical issues, social issues, the marketing position, and the product lifecycle.nnBased on the three products/services of the previously selected company, write a report addressing the following points:nn• Identify the constructs that will add value to the customer.n• Discuss and justify these constructs.n• Identify and discuss the factors that can change these constructs.n• Assess the organization’s alignment with these constructs.n• Recommend how the organization can improve its alignment with these customer constructs.n• Develop a communications approach that will make this alignment easier.nnAPA 6th edition standards and format.nnSupport your paper with minimum of five (5) resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.nnLength: 5-7 pages not including title and reference pagesnnBooksnnKotler, P., & Keller, K. (2012) Marketing Management. Read Chapter #17nnClow, K., & Baack, D. (2010) Marketing Management: A Customer- Oriented Approach. Read Chapters 5-9 and 11-13nnArticlesnnPoczter, A., & Poczter, S. L. (2010, April). Conceptual roots and synergistic communalities in economics and marketing. nnSweeney, J. C., Soutar, G. N., & McColl-Kennedy, J. (2011). The marketing practices-performance relationship in professional service firms.nnn

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