MARKETING STRATEGIES
PROJECT
Students working in groups will analyze a marketing strategy of a selected company/organization and
will decide on a possible growth strategy. Then, they will develop a marketing strategy reflecting a
chosen growth option and a holistic approach to marketing. Students will give a presentation on a
scheduled date followed by in-class discussion and write a group paper. The body of the paper should be
at minimum 25 and no more than 35 pages in length, Times New Roman, 12 point font, 1.5 line spacing,
with appropriate referencing. The paper should be written concisely as well as be free from grammatical
and spelling errors.
Topic Number of Description of content
pages
Characteristics of the 2-3 Characteristics of the company/organization, background
company/organization information and history, an organizational chart
Strategic planning 2-3 Corporate vision, mission, values, strategic objectives,
growth strategy, competitive strategy
Corporate social responsibility 1-2 Corporate social responsibility strategy, strategy
CSR dimensions
Marketing analysis 4-5 Macroenvironmental trends (PESTEL analysis), industry
(macroenvironment, sector, trends (Porter’s five forces analysis), analysis of
competition, SWOT) competitors, SWOT analysis
Market segmentation 1 Segmentation strategy (geographic, demographic,
psychographic, and behavioral variables)
Market targeting 1 Market targeting (differentiated marketing, concentrated
marketing, micromarketing)
Market positioning 1 Differentiation and positioning strategy (value
proposition)
Product and brand strategy 2-3 Product and brand strategy (core customer value,
product attributes, packaging, labeling, branding)
Pricing strategies and 2-3 Pricing strategies (good-value pricing, value-added
programs pricing, cost plus pricing, break-even pricing) and price
adjustment strategies
Distribution strategy and 2-3 Distribution system, distribution channels (company
channels owned, franchising, agents, call center, Internet)
Marketing communications 2-3 Integrated marketing communications strategy (personal
strategy selling, advertising, sales promotion, direct marketing,
public relations, word of mouth, corporate design)
Relationship marketing 1-2 Customer relationship strategy and loyalty programs,
relationships with partners and other stakeholders
Internal marketing 1-2 Cooperation within a company/organization,
relationships with employees
Financial data 1-2 Sales revenues and profits, future forecasts
Implementation, evaluation 3-4 Implementation plan, evaluation and control procedures
and control
