investigate the marketing strategies of two competitors in a product or service category of the student’s choosing. Students will be contrasting, comparing and evaluating the marketing strategies of these two competitors.Introduction and Background (15%): (For each competitor explore the following topics)
-Introduction (clearly define the two competing products/services to be analyzed in the paper)
-parent company and its resources, such as, but not limited to, financial capabilities, marketing expertise and history, product lines. What is the role of this product in the company’s portfolio?)
Marketing Strategy (35%):
-Target Market(s) Comparisons-define target markets for both products/services and include a discussion of segmentation strategies.
-What is the primary basis for differentiation used by both companies? How does each company attempt to achieve a competitive advantage? What positioning strategies are currently being employed? (This is a key topic for your paper. Be sure and carefully consider and analyze these concepts.)
-Each element of the Marketing Mix is to be explored, in detail. What tactics are these two companies currently employing in each area of marketing? Be specific and detailed in your paper.
A. Product Strategy Comparisons (all relevant strategies/tactics)
B. Pricing Strategy Comparisons (all relevant strategies/tactics)
C. Distribution Strategy (all relevant strategies/tactics)
D. Marketing Communications Strategy (all relevant strategies and tactics)
Analysis (30%): (each of the topics listed below are likely to take a full page to explore and discuss adequately)
-Conclusions and Assessment, including the following: (THIS SECTION SHOULD REPRESENT A MAJOR PORTION OF YOUR PAPER. CONSIDERABLE THOUGHT AND ANALYSIS IS REQUIRED.)
1. General insights concerning major differences and similarities. Highlight major differences and what you feel is the competitive advantage of each subject. Discuss the role of this competitive advantage and whether it is being fully exploited by the company.
2. Detail trends in the marketplace that will impact future strategies for this product/service industry, both positively and negatively. Consider a detailed marketing environmental audit or SWOT analyses. Discuss the relevance of these trends/issues for future marketing strategy for these products/services.
3. Quantitative assessment of effectiveness (such as, but not limited to, sales figures, market share, profitability, growth)
4. Qualitative and personal assessment (assess which company you think is on the right marketing track and will be most successful in the future—provide substantial support for your opinion). Grade each company’s marketing strategy and predict their future success.
Sources of information should include several (minimum of 5) academic and reliable sources
