Premium Essay

Marketing Report Paper

In: Business and Management

Submitted By smileyhanh
Words 2842
Pages 12
EXECUTIVE SUMMARY
This report identifies and analyses the problems faced by Doug and Paul when marketing the Eco- Shack. The report will then explain the related marketing concepts and provide several suggestions to overcome the problems.
The main problem that can be extracted from the case study is incorrect marketing strategy which leads to several sub problems. These problems include incorrect brand positioning, segmenting and targeting. In addition, the price of an Urban Eco- Shack is higher than its competitors and lastly, Doug and Paul did not highlight the unique features of their product.
After analysing, we had identified that for the consumer market, the green consumers segment will be interested in Eco- Shack. The four primary bases in this segment are geography, demographics, psychographics and behavioural (QuickMBA 2010). Meanwhile, for the business market, two segments that could be interested in Eco- Shack are businesses that are looking for an office site and those who are concern of the environment. There are many segmentation bases in business market which includes company size, industry, operating practices, culture and geographic.
This report will further analyse on cost based pricing, a type of pricing strategy currently used by Eco- Shack developer. This strategy is commonly used by smaller firms because it is easy to be implemented and allows firms to estimate their profit margin more accurately. However, this strategy does not respond to market change, thus we can say that the price of Eco- Shack is less competitive compared to competitors’ price.
To solve the problems stated above, this report had suggested some marketing strategies that can be applied by Doug and Paul. Firstly, they can use micromarketing –a technique that involves tailoring and customising services to individual needs (Verdino 2010). We also recommend that they should...

Similar Documents

Premium Essay

Mktg 522 Week 3 Assignment Create the Value

...company has decided to explore the possibility of developing a business based on the organic farm concept Daylesford—developed by Lady Bamford—which is successful in the UK (daylesford.com). Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition. Your report should be about 1,000–1,250 words and include a minimum of three references. Please use the APA format for your paper and references. Please include the following sections. MKTG 522 WEEK 3 ASSIGNMENT CREATE THE VALUE MARKET SEGMENTATION ANALYSIS AND A VALUE PROPOSITION Your U.S.-based company has decided to explore the possibility of developing a business based on the organic farm concept Daylesford—developed by Lady Bamford—which is successful in the UK (daylesford.com). Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition. Your report should be about 1,000–1,250 words and include a minimum of three references. Please use the APA format for your paper and references. Please include the following sections. MKTG 522 WEEK 3 ASSIGNMENT CREATE THE VALUE MARKET SEGMENTATION ANALYSIS AND A VALUE PROPOSITION Your U.S.-based company has decided to explore......

Words: 866 - Pages: 4

Premium Essay

Marketing

...Assignment - MKT101 Principles of Marketing Vietnam National University International School HELP Bachelor of Business (Hons) MKT101 PRINCIPLES OF MARKETING Assignment Year 1, Semester 1, March 2012 Date of Release: 16 April 2012 1 Assignment - MKT101 Principles of Marketing ASSIGNMENT DETAILS Format:! ! Written Report Word Limit:! ! Approximately 3,000 - 3,500 words ! (Please indicate the word count) ! ! Due Date:! ! 28 May 2012 ! ! ! No extension will be granted Value:! ! 40% of total assessment for this subject Assignment Rationale This assignment is designed to expose you to some basic practical applications of marketing concepts that you have learned in class. This will test your understanding of how to conduct a situation analysis and to develop a marketing plan. Assignment task As an established private publishing house in Vietnam, your company has come up with a magazine line that features articles for a specific group of readers. The Marketing Director is so passionate about the magazine and cannot wait to launch it. However, as a prudent Director, she needs to have a Marketing Plan. She has instructed you to come up with that Marketing Plan. Tips: Students are encouraged to read Appendix 1 of the prescribed textbook to get a feel of what Marketing Plan is about. 2 Assignment - MKT101 Principles of Marketing Suggested Content Page To assist you with the preparation of...

Words: 1150 - Pages: 5

Premium Essay

Mktg 522 Week 3 Assignment Create the Value

...Daylesford—developed by Lady Bamford—which is successful in the UK (daylesford.com). Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition. Your report should be about 1,000–1,250 words and include a minimum of three references. Please use the APA format for your paper and references. Please include the following sections. MKTG 522 WEEK 3 ASSIGNMENT CREATE THE VALUE To purchase this visit following link: http://www.activitymode.com/product/mktg-522-week-3-assignment-create-the-value/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKTG 522 WEEK 3 ASSIGNMENT CREATE THE VALUE: MARKET SEGMENTATION ANALYSIS AND A VALUE PROPOSITION Your U.S.-based company has decided to explore the possibility of developing a business based on the organic farm concept Daylesford—developed by Lady Bamford—which is successful in the UK (daylesford.com). Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition. Your report should be about 1,000–1,250 words and include a minimum of three references. Please use the APA format for your paper and references. Please include the following sections. MKTG...

Words: 1065 - Pages: 5

Premium Essay

Yukyuk

...Strategy formulation • Strategy implementation • The Marketing Mix • The role of culture, psychological • Value-based pricing OVERVIEW OF COURSE GRADING The grades earned for the course will be derived using City University of Seattle’s decimal grading system, based on the following: Overview of Required Assignments % of Final Grade Individual Paper: Consumer Behavior Theory and its Application to Effective Product Development 20% Individual Paper: Consumer Behavior and Motivation 20% Individual Paper: Identify and Illustrate How the Socio-cultural Environment Affects Consumer Purchasing Decisions 20% Team Project Paper and Slide Presentation: Consumer Behavior Research Plan 30% Instructor Determined Activities, Participation, and Discussions 10% TOTAL 100% SPECIFICS OF COURSE ASSIGNMENTS The instructor will provide grading rubrics that will provide more detail as to how this assignment will be graded. Individual Paper: Consumer Behavior Theory and its Application to Effective Product Development Students will write a paper and develop a slide presentation identifying, describing and assessing Consumer Behavior Theory models and examine, analyze and reflect on how Consumer Behavior contributes to and influences effective product development, the Marketing Mix and marketing strategy. Analysis will focus on how understanding and integrating Consumer Behavior Theory contributes to the development and marketing of successful products and services....

Words: 413 - Pages: 2

Free Essay

Daily Report

...PRACTICAL TRAINING REPORT AT ZULFAHMY & CO. DAILY REPORT DATE/DAY | EXACT NATURE OF WORK DONE | REMARKS | 01 Feb 2013(Friday) | PUBLIC HOLIDAY – HARI WILAYAH | | 04 Feb 2013(Monday) | -Report of duty. -Self introduction session and introduced to staff in Zulfahmy & Co.-A few of staff explains scope of work that will be done and the rules of the company.-View the file and document that has been audited by the company such as :- * PAF (Permanent Audit File ) – BLUE * CAF (Client Audit File) – YELLOW * TF (Tax File) – RED-View of the company’s background such as :- * Introduction about Zulfahmy & Co. * Corporate Vision * Professional services – auditing, consulting services, taxation, secretarial and accounting, internal audit services. -Learn on how to use fax machine. | Able to get to know the managers and other officers in the organization and their responsibilities. | 05 Feb 2013(Tuesday) | - Recall double entry treatment.-Learn and write name of the company, company’s account number, amount in the slip of Muamalat Bank, and deposit cheque at Muamalat Bank. After deposit the cheque we need to take the slip report and filing the slip in file.-Learn on how to use a Photostat machine.-Learn on how to do a casting (figure). | Understanding on how deposit check to bank muamalat. | 06 Feb 2013(Wednesday) | -View a blue file (permanent audit file) : * PILOT POWER SDN. BHD * NALURIAN SDN. BHD-Having a short quiz and interview with...

Words: 5374 - Pages: 22

Premium Essay

The Integration of Social Media in Marketing Campaigns

...The Integration of Social Media in Marketing Campaigns A Research Paper Presented to Ms. Maria Luisa Velasco In partial Fulfillments For the Course ENGLRES Term 1, SY 2014-2015 Karla June Marie Y. Ocampo Maria Kristine Louly DR. Pastor 1 Thesis Statement: Although social media poses some limitations, it still benefits entrepreneurs and start-up businesses because it serves as a virtual marketplace, a platform of communication and a social influence in effectively gaining customers and building lasting relationships. I. II. Introduction: Digital Marketing and the 21st Century Social Media as a Virtual Marketplace a. Accessibility to both businesses and customers b. Convenience of online shopping c. Opportunities and potentials d. Examples (online businesses) III. Social Media as a Platform of Communication a. Attracting Online Audience b. Building fans and followers c. Managing customer relationships d. Staying connected with your customers e. Getting feedbacks IV. Social Media as a Social Influence a. Consumer Expectations b. Blogging and Microblogging c. Trends in the 21st Century V. Conclusion 2 Context The internet has become a part of our daily lives ever since it was introduced to us many years ago, and as a matter of fact, the generation today takes it for granted. The internet has given the people access to different parts of the world as a source of information and a platform of communication. With the advent of social......

Words: 3305 - Pages: 14

Premium Essay

Business

...Segmentation And Target Market Paper Free Essays 1 - 30 www.papercamp.com/group/segmentation-and-target-market-paper Cached Free Essays on Segmentation And Target Market Paper for students. Use our papers to help you with yours 1 - 30. Segmentation and Target Marketing - Essays - Menaiedw www.termpaperwarehouse.com/essay-on/Segmentation-And... Cached Read this essay on Segmentation and Target Marketing . Come browse our large digital warehouse of free sample essays. Get the knowledge you need in order to pass your ... Segmentation and Target Market Paper - Marketing homework help www.homeworkmarket.com/content/segmentation-and-target... Cached Write a white paper on a company of your choice and discuss the market segmentation within that industry along with the target market for the company and the ... Segmentation and Target Market Essays - Free Essays, Term ... manyessays.com/essay/segmentation-and-target-market Cached Title: Pages / Words: Save: how is market segmentation used in target marketing? Broadly, markets can be divided according to a number of general criteria, such as by ... Segmentation and Target Market - Term Papers - Mikeymyles www.studymode.com/essays/Segmentation-And-Target-Market... Cached Segmentation and Target Market According to Kotler, "a market segment consists of a large identifiable group within a market, with similar wants, purchasing power ... Target Market Segmentation Research Paper -......

Words: 534 - Pages: 3

Premium Essay

Tribal Marketing

...UNIVERSITY OF ULSTER ULSTER BUSINESS SCHOOL DEPARTMENT OF MARKETING, ENTREPRENEURSHIP AND STRATEGY ROOM 1B11A JORDANSTOWN COURSEWORK SUBMISSION SHEET COMPLETE IN FULL AND ATTACH TO THE FRONT OF EACH ITEM OF ASSESSMENT Student Name: Michaela McAteer Student No: B00468617 Course Title: B.Sc (Hons) Marketing Module Code/Title: MKT506 (52142) Lecturer: Dr Sharon Ponsonby McCabe Date Due: 29/11/2012 (NB: Latest hand-in time is 12noon on the due date unless otherwise advised) Submitted work is subject to the following assessment policies: 1 Coursework must be submitted by dates as specified by the Course Committee. 2 Students may seek prior consent from the Course Director to submit coursework after the official deadline; such requests must be accompanied by a satisfactory explanation, and in the case of illness by a medical certificate. 3 Coursework submitted without consent after the deadline will not normally be accepted and will therefore receive a mark of zero. |I declare that this is all my own work and does not contain unreferenced material copied from any other source. If it is shown that | |material has been plagiarised, or I have otherwise attempted to obtain an unfair advantage for myself or others, I understand that I may | |face sanctions in accordance with penalties as determined by the University. A mark of zero may be awarded and the reason for that mark | |will be recorded on my file. ...

Words: 2555 - Pages: 11

Premium Essay

Term Paper

...t TERM PAPER Course Code:  MIB 130                                                                 Credit Units: 04 Objectives   The aim of the term paper is to provide the students with an opportunity to further enhance their knowledge in a sector of their choice by undertaking a significant practical unit of examining and analyzing various aspects of business management at a level commensurate with the learning outcomes of the various courses taken up y them in the ongoing semester. For students of the first semester, the required term paper is primarily a self worded structured report written by the students after interpreting & analyzing various primary & secondary records of intelligent interviews/readings from several sources on a particular sector.     Conduct of Term Paper   • The term paper will be executed & submitted by students in groups. (Maximum four students in each group) • The students are to form groups of four and decide the sector of study / company of interest within two weeks of the start of the semester. • A Faculty Mentor will be assigned to each group of students undertaking a Team Paper. • Special Time slot to conduct the research will be included in the timetable. • The Mentor will conduct weekly sessions to guide & follow up the students as well as to clarify any queries or problem faced by the students. • Weekly review of the Work in Progress will be maintained by Faculty Mentor & will carry 20%......

Words: 909 - Pages: 4

Premium Essay

Marketing Research

...[pic] Brand (Perceptual) Map Individual Assignment Fall 2014 For this assignment, you will create a Brand map for a product or service category. After the map is created, you will write a management report of the implications of the map. For this assignment, you will use BrandMap Software™ to construct your map. This software is available on all computers in the Schulich computer lab (Room S336). You will have to run your map in the lab as the software cannot be copied onto your personal computer. To obtain data to create your map, you must write a short questionnaire and administer it to a minimum of five respondents. The data will then be input into Microsoft EXCEL and run using BrandMap Software. The map that you build must ask questions for at least five brands/products on a minimum of seven attributes. However, you can have more products or attributes if required for your product category. Product/Service Categories 1. I have randomly selected product/service categories for each student and posted these on the CMD. Please check the CMD to see the product/service category that has been selected for you. 2. In some cases, students may want to choose to create their map on a different product or service than the one I have selected for them. I will allow this, but students cannot choose any of the product categories that are already listed on the CMD or assigned to other students. Therefore, if you want to run your map on......

Words: 1396 - Pages: 6

Premium Essay

Marketing

...THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH [pic] Based on a Study of MARKETING MANAGEMENT TERM PAPER ON THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH |SUBMITTED TO | |MD. ABDULLAH | |Assistant Professor | |Department of Marketing | |Comilla University | |SUBMITTED BY | |MD. SHAHADAT HOSSAIN SUNNY | |Exam Roll No: 01 001 | |Registration No: MKT 07 322 | |MBA, 1st Semester | |Department of Marketing | |Comilla University ...

Words: 1864 - Pages: 8

Premium Essay

Mkt 635 Marketing Research Entire Course

...MKT 635 Marketing Research Entire Course https://homeworklance.com/downloads/mkt-635-marketing-research-entire-course/ MKT 635 Week 1 Marketing and Research Problems Marketing and Research Problems. Identify and describe in detail the fundamental source of the marketing problem or opportunity, decision problems arising from the marketing problem or opportunity, and possible research problems for each of the three scenarios (a, b, and c) under Applications & Problems #4 p. 47. The paper must be two to three pages in length and formatted according to APA style. You must use at least two scholarly resources other than the textbook to support your claims and sub-claims. MKT 635 Week 2 Assignment Propose Research Project Propose Research Project. You are a brand manager of a snack chip. Your goal is to determine what effects different levels of online advertising (see http://www.sramanamitra.com/2011/01/11/top-10-online- advertising-trends-of-the-decade/) have on a consumer’s behavior. The VP of Brand Management will want strong justification for your recommendations. Propose a research project to address this problem that focuses on the kind of research design you would use; why you would use it; and how you would conduct the research. MKT 635 Week 3 Assignment Critique Questionnaires Critique Questionnaires. Case 3.7 Critiquing Questionnaires is on pages 274 – 279. Using questionnaire information in the text and gathered from outside sources, develop......

Words: 478 - Pages: 2

Free Essay

Airbnb

...Dissecting the Success of Nina4Airbnb A White Paper on The Foundations of Marketing and How You Can Apply The Lessons to Your Campaigns By Nina Mufleh July 2015 What’s This About? In April, I launched the most exciting campaign of my career. After a decade of working with high profile personalities and Fortune 500 brands, I applied what I learned about marketing and storytelling to build a campaign that would show Silicon Valley com panies the value I would add to their teams. W ithin two weeks, the website that hosted the cam paign received nearly half a m illion hits, m y resum e was viewed over 14,000 tim es and I achieved m y goal of interviewing with Airbnb and dozens of other high profile companies. W ith global m edia attention and m illions of im pressions through social m edia, the experim ent was a hit. I’ve worked on several high impact campaigns, and this is the most exciting one because it succeeded without a budget or a support team, proving that the success was completely tied to executing the foundations of marketing. I never formally studied marketing, but I’ve always had an insatiable curiosity about what grasps people’s attention. I taught m yself the foundations by harnessing that curiosity, and I’m sharing my approach to creating Nina4Airbnb with the aim of adding value to other curious minds and sparking m ore interesting campaigns. The Background / The Challenge I moved back to California in 2014 after a decade in the Middle...

Words: 4962 - Pages: 20

Premium Essay

Zsfhjmk

...Objectives/Competencies 2.1Identify the components of an effective marketing plan. 2.2Conduct a SWOT and competitive analysis. 2.3Apply the market research process in discovering and answering business questions. 2.4Apply a segmentation model to create a target market and develop a positioning statement. Learning Activities Required Reading Basic Marketing, Ch. 2 43 Reading Basic Marketing, Ch. 3 14 Reading Basic Marketing, Ch. 4 11 Reading Basic Marketing, Ch. 7 10 Reading Basic Marketing, Ch. 18 7 Discussion Favorite Brand Discussion 24 Discussion Product and Organization Selection and Approval 6 Discussion Research and Discussion 3 Video The Five Competitive Forces That Shape Strategy 1 Video Target: Inside the Bullseye 2 Video Positioning 11 Video Marketing Research and Segmentation 4 ERR Week 2 Electronic Reserve Readings Assignments ASSIGNMENT STATUS FRIENDLY NAME TITLE DUE DATE POINTS UNREAD COMMENTS Participation Week 2 Participation Due Jul 28, 11:59 PM /3 Presentation Marketing Mix Presentation Submitted /5 5 Paper Personal Branding Plan Paper Due Jul 28, 11:59 PM /5 Total Points /13 Course Progress 4.7 / 8 (58.75%) of points so far 100 points total All Assignments » Course Overview Jul 15 - Aug 18 This course develops an understanding of the complexities an organization faces in establishing and implementing marketing strategies within both...

Words: 19836 - Pages: 80

Premium Essay

Mkt 635 Market Research Entire Course

...MKT 635 Market Research Entire Course https://homeworklance.com/downloads/mkt-635-market-research-entire-course/ This course is designed to integrate theory and practice and develop students’ analytical skills in marketing research methodology. Students apply methods and techniques for the collection, analysis, interpretation, and presentation of primary and secondary data toward the solution of current marketing problems. Offered online. MKT 635 Week 1 Marketing and Research Problems Marketing and Research Problems. Identify and describe in detail the fundamental source of the marketing problem or opportunity, decision problems arising from the marketing problem or opportunity, and possible research problems for each of the three scenarios (a, b, and c) under Applications & Problems #4 p. 47. The paper must be two to three pages in length and formatted according to APA style. You must use at least two scholarly resources other than the textbook to support your claims and sub-claims. MKT 635 Week 2 Assignment Propose Research Project Propose Research Project. You are a brand manager of a snack chip. Your goal is to determine what effects different levels of online advertising (see http://www.sramanamitra.com/2011/01/11/top-10-online- advertising-trends-of-the-decade/) have on a consumer’s behavior. The VP of Brand Management will want strong justification for your recommendations. Propose a research project to address this problem that focuses on the......

Words: 522 - Pages: 3