Scribd Logo
Upload

Welcome to Scribd!

  • Project

    Uploaded by

    mani
    18 views2 pages
    The document provides instructions for a marketing management project. Students will work in teams to develop a plan to make a failing product or service successful. They are to choose a product, analyze reasons for its failure, and apply concepts like SWOT analysis, PEST analysis, Porter's Five Forces, segmentation strategies, and the company's marketing objectives to create a new strategic plan addressing tactical execution, management, markets, technologies, and potential partnerships. The plan should be presented in a 15-minute presentation and written report with suggestions using secondary data resources where needed.

    Original Description:

    project

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document provides instructions for a marketing management project. Students will work in teams to develop a plan to make a failing product or service successful. They are to choose a product, analyze reasons for its failure, and apply concepts like SWOT analysis, PEST analysis, Porter's Five Forces, segmentation strategies, and the company's marketing objectives to create a new strategic plan addressing tactical execution, management, markets, technologies, and potential partnerships. The plan should be presented in a 15-minute presentation and written report with suggestions using secondary data resources where needed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    18 views2 pages

    Project

    Uploaded by

    mani
    The document provides instructions for a marketing management project. Students will work in teams to develop a plan to make a failing product or service successful. They are to choose a product, analyze reasons for its failure, and apply concepts like SWOT analysis, PEST analysis, Porter's Five Forces, segmentation strategies, and the company's marketing objectives to create a new strategic plan addressing tactical execution, management, markets, technologies, and potential partnerships. The plan should be presented in a 15-minute presentation and written report with suggestions using secondary data resources where needed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 2

    Marketing Management (C)

    Fall 2014-15

    Project
    Submission Date: Tuesday, 24th February, 2015
    Description
    For this project you will work in a team of 6 students. Your task is to choose a failing /
    unsuccessful / unprofitable product or service, and apply your understanding of Marketing
    Management to develop a plan that will make it successful in the market. The product can be
    local OR international.
    This is a project with strategic, tactical, structured, and creative dimensions. Your chosen
    product will have its own unique reasons for failure, and therefore you have to think
    intelligently, and apply those concepts, tools, and techniques that you think are most relevant.
    However, as a guideline, these are some of the questions that you should be thinking about when
    you plan your work:
    1. What other products/services is the company selling? Are the other products successful or
    not? (hint: product portfolio analysis, BCG)
    a. It will be helpful to conduct a SWOT here, as a starting point
    2. What are the needs and wants that the product was developed to fulfill? Do you think
    these wants are important?
    3. What are the external conditions of the market? (hint: Macro environment, PEST
    analysis)
    4. What are the primary and secondary reasons for the products failure? Some of the
    possible reasons could be:
    a. Price
    b. Quality
    c. Availability
    d. Company reputation
    e. Lack of Brand Awareness
    f. Poor Customer Service

    g. Better Competitors
    h. Weak Positioning
    5. Use Porters Five Forces Model to get an understanding of the industry (e.g. competitors,
    industry)
    a. Is the industry growing, or shrinking?
    b. Is the market saturated?
    6. Is the product offering any distinct advantages over its competitors, or is it a me-too
    product?
    7. What are the Marketing objectives for the product? Are they appropriate, realistic, and
    achievable? If not, suggest improvements
    8. Can the product be made successful only through tactical execution (e.g. advertising
    campaigns, improving public relations, enhancing visibility) or does the company need to
    improve its management and business operations (e.g. infrastructure, hiring and
    employee training, outsourcing, improved processes, developing competencies and
    competitive advantages)
    9. Does the company have a tightly knit and synergistic portfolio or should it divest some of
    its products?
    10. Can it enter new markets or countries to make the product successful?
    11. Is it targeting the right market and selling to the correct segment (hint: describe which
    segmentation strategies are being employed by the company)
    12. Is the company making use of new technologies, or is it using redundant and old tools
    and techniques (e.g. ERP systems, social media)
    13. Should it form a strategic alliance? If yes, which companies can it partner with?)

    Note: Remember to give suggestions throughout. Use secondary data resources wherever
    necessary.

    Deliverables
    1. A properly formatted and professionally written typed report
    2. A presentation (Approximately 15 minutes, including Q&A)

    You might also like