Scenario:
Lee is the owner of Lee’s Pizza which is in the city of Tampa, Florida. Lee has
now hired you to design the basic components of a marketing strategy for her
business.
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 (Tampa, FL.). You will first address the
background marketing research based on the business type that will be provided
by your instructor.
Checklist:
Summarize a marketing strategy for Lee’s Pizza, 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).
Part 4:
Marketing Strategy
Describe the target market strategy for Lee’s Pizza. Paint a
very clear picture of who Lee will be targeting for her product. For example:
Appealing to an entire market, concentrating on one particular segment, or
multiple market segments.
Explain the four strategies for growth: market penetration,
market development, product development, and diversification. How can Lee use
market penetration to increase her sales? Explain.
Briefly describe your marketing mix strategy: product (size,
colors, packaging, use, etc.), place or distribution method, pricing, and
promotion.
Part 5:
Implementation
Using the concepts from the text, explain how you will turn
your plan into a reality. For example: Detailed job assignments and activity
descriptions.
Part 6:
Evaluation
Using the concepts from the text, describe how you will
evaluate your marketing strategy.
Respond in a minimum of 3 pages: 1½ pages (350 words) for Parts 1–3
and 1½ pages (350 words) for Parts 4–6 in a Microsoft® Word® document with
additional title and reference pages using the current APA format and citation
style. Your paper should include headings (Part 2: Situation Analysis:
Environmental Scan, etc.), an introduction, and a conclusion.
