- Iv Developing A Strategic Focus Your Team Will Make Your Own Recommendations Here Do Research So That You Don T Just 1 (176.93 KiB) Viewed 28 times
The topic is Kmart and Sears. This is a marketing
course
IV. Developing a Strategic Focus Your team will make your own recommendations here - do research so that you don't just repeat the strategies that they are currently doing. This is your chance to save this company - put yourself in the position of Chief Marketing Director and ask yourselves "Where do we want to be 10 - 20 years from now" "What should this company do to remain competitive and profitable"? This part answers the questions above: How are we going to accomplish this? Marketing Goals and Strategies - state your Marketing Goal for each of the 4 p's of the marketing mix and any changes/recommendations for each bullet point below each P A. Marketing Goal: Product Strategy - use the Product Growth Matrix for Strategic Recommendations (Refer to lecture slides for PGM) . Brand name, packaging, and logo design: • Major features and benefits: • Differentiation/positioning strategy: • Supplemental products (including customer service strategy): B. Marketing Goal: Pricing Strategy O • Overall pricing strategy and pricing objectives: Price comparison to competition: Connection to differentiation/positioning strategy: . C. Marketing Goal: Distribution/Supply Chain Strategy . • Overall supply chain strategy (including distribution intensity): Channels and intermediaries to be used: • Connection to differentiation/positioning strategy