Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.

also attached a copy of my paper from 2 weeks ago to go by.

In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission, introduction, and branding.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four to five (4-5) page paper in which you:

  1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
  2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan. Provide a rationale for your response.
  3. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. For example, “Our product is the fastest in its class for half the price.” Note: See pp. 54 – 55 in the textbook for examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.
  4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
  5. Develop your company’s mission statement and company introduction.
  6. Use at least three (3)academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

  • Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
  • Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
  • Evaluate the basis for market segmentation and approaches to segmentation.
  • Evaluate target customer segments and positioning products within these segments.
  • Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
  • Develop branding strategies for existing and new products.
  • Use technology and information resources to research issues in marketing management.
  • Write clearly and concisely about marketing management using proper writing mechanics.

The purpose of this assignment is to evaluate the inventory section of two companies using basic comparative analysis, and to interpret the data to gain insight about the company’s inventory management.

The purpose of this assignment is to evaluate the inventory section of two companies using basic comparative analysis, and to interpret the data to gain insight about the company’s inventory management.

Assignment Steps

Resources: Financial Accounting: Tools for Business Decision Making

Write a 1,050-word comparative analysis using the financial statements of Amazon.com, Inc. presented in Appendix D, and the financial statements for Wal-Mart Stores, Inc., presented in Appendix E, including the following:

  • Compute these 2014 values for each company based on the information in the financial statements:
    • Inventory turnover (Use cost of sales and inventories)
    • Days of inventory
  • Conclusions concerning the management of the inventory can you draw from this data.

Show work on Excel® spreadsheet and submit with analysis.

Pick one of the above brands and determine two social media platforms that you think this business should be utilizing.

Some have claimed that social media is the wave of the future and in reality, it is. Consumers are spending more of their time on their phones on their social accounts, instead of glued to a television set. So, marketers have to meet the customers on the channels that the customers are most likely going to be on, so social media is the latest item on the menu.

Consider: Burger King, KFC, Olive Garden, and Chick-Fil-A.

  • Pick one of the above brands and determine two social media platforms that you think this business should be utilizing. Then discuss why do you think they should be using these two platforms and how the selected platforms aligns with the current target market for that brand?
  • Using the same brand and social media sites you discussed in the above bullet, would you use your two select sites to inform, educate, engage, or entertain your target market? Why have you chosen this particular marketing strategy for your sites? Why do you think it will be effective in turning your social media followers into customers?

Analyze integrated marketing communications and its relationship to advertising strategy.

    • Develop strategies to assess performance and achieve marketing goals.
    • Develop pricing strategies and distribution channels for products.
    • Analyze integrated marketing communications and its relationship to advertising strategy.
    • Evaluate marketing research tools involved in the marketing process.
    • Use technology and information resources to research issues in marketing management.
    • Write clearly and concisely about marketing management using proper writing mechanics.
  1. Assignment 3: Part C: Your Marketing Plan

    Due Week 8 and worth 280 points

    To conclude your marketing plan, in Assignment 3, you will describe the company’s, marketing strategy, implementation strategy, expansion plan, social media strategy, monitoring methods, and integrated marketing communication strategy.

    Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.

    Write a six to seven (6-7) page paper in which you:

    1. Develop the company’s branding, pricing, and distribution strategy.
    2. Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses.
    3. Develop the differentiation strategy in relation to the closest competitor.
    4. Establish whether the company’s intention is to be a leader or follower within the industry.
    5. Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
    6. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy.
    7. Use at least five (5)academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note:Wikipedia and other Websites do not qualify as academic resources.

    Your assignment must follow these formatting requirements:

    • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
    • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

    The specific course learning outcomes associated with this assignment are:

    Running head: KIDS COMMUNITY DAY CARE MARKETING PLAN 0

    Kids Community Day Care Marketing Plan

    Student’s Name

    Institution

    Kids Community Day Care Marketing Plan

    Organization Summary

    Kids Community Day Care will be headquartered in Riverview, Hillsborough County. The institution will focus on six fundamental areas in its quest to offer quality baby day care services. These include: premier care services, activity based learners structured collegiate curriculum, advanced technology programs and learning services. Others are community advancement plus involvement and trademarked general education mentoring as well as tutoring. The Riverview based institution is a newly built, 4,000 square foot facility and will be developed to meet strict Kids Community Day Care design standards, under the supervision of the Hillsborough County baby care licensing.

    The campus will comprise of various halls for theatre and dance, library, arts and crafts as well as information technology. Others are the infant care, the cafeteria and the tutoring halls. Moreover, there will be a securely fenced as well as furnished play area located next to the campus. Kids Community Day Care will offer upscale day care services and advanced collegiate curriculum for children between 4 months and 5 years. Also, it will offer education services from grade 1 to grade 5. In addition, the institution will provide drop off services. Upon its completion, Kids Community Day Care will provide four basic services in Riverview: full time baby day care, part time or after school care, after school tutoring and drop in care.

    Competitive Environment

    Generally, the childcare industry is saturated and Riverview, Hillsborough County is not an exception. There are several child day care providers including the rising star family daycare, the Bright beginnings child care, the little giants academy, the Mary Go Round child care and Antoinette’s childcare. Others are Kid County child care, Staci’s Learning child care, Big Bend United Methodist preschool and Bloomingdale academy. Also, located in Riverview are It’s Kidz Time, Krestview academy and Riverview Montessori school.

    PESTEL Analysis of Child Day Care Services

    A PESTEL (political, economic, sociocultural, technological, environmental and legal) analysis is a framework used to analyze as well as monitor the external environmental factors affecting an organization (Iacobucci, 2014). This environmental analysis provides the required framework for strategic planning as it identifies the context apart from providing an understanding of the market before establishing the organizational goals.

    The political factors refer to government interventions in economic performance. These include government policy, political stability, trade policies, labor laws, trade restrictions and environmental laws among others (Iacobucci, 2014). With this in mind, the ministry of education may introduce new regulations and rules that require increased responsibility for new licensing. Also, changes in provincial government may change priories affecting the education sector. Moreover, the municipal council’s policy implications and involvement with discretionary issues may affect day care service provision in the county.

    The economic environment revolves around issues like gross domestic product, economic growth, interest rates, inflation, recession, consumers disposable income and employment (Peter & Donnelly, 2013). The United States Census data indicates that the number of households between 2012 and 2016 stood at 495,841 and 60.4 percent of female, from 16 years and above, were working in the civil labor force. The median household income from 2012 to 2016 was 51,681 dollars with 15 percent of the total population living below the poverty line (U.S. Census, 2016). This shows that many working class mothers can afford the cost of child day care services. Nonetheless, like any other business, child care industry is negatively impacted by recession as well as unemployment. Apart from recession, the federal, state and local governments may impact the child day care industry through taxation policies.

    The socio-cultural factors include the population growth rate, age distribution, career attitudes, and education as well as health consciousness (Peter & Donnelly, 2013). A review of United States Census data for 2016 indicates that Hillsborough County’s population increased by 12 percent- from 1.22 million to 1.37 million between 2010 and 2016. The population per square mile in 2010 and 2016 was 1204.9 persons and 1,349.5 persons respectively. Among these people, 6.5 percent and 6.4 percent were aged 5 years and below for the years 2010 and 2016 respectively (U.S. Census, 2016). This change in population, especially of those aged 5 years and below, may affect the enrolment in day care facilities.

    Technological innovations affect three important areas of business operations: production process, distribution and communication (Kotler & Armstrong, 2013). Technology has, undoubtedly improved efficiency: invoicing, email correspondence, electronic funds transfer and online childcare registration. Daycare facilities need in accessing and learning how to use technology. Also, they need to embrace technology in teaching children.

    Environmental factors have gained popularity due to the scarcity of raw materials, increasing pollution and need for ethical business practices plus sustainability. Businesses, including day care facilities must strive at engaging in ethical practices. Also, they must source their raw materials from environmentally conscious organizations. This is because consumers are increasingly demanding goods and services produced by ethical organizations.

    Finally, legal environment include: equal opportunities, consumer rights, product safety, advertising standards as well as product labeling (Hollensen, 2010). It is clear that day care facilities must understand the applicable rules and regulations in order to operate successfully. This is a tricky area for organizations operating in different jurisdictions because of the different set of regulations.

    Target Market

    Kids Community Day Care is primarily targeting the middle class consumer group. These families comprise of working class couples who has less time available to take care of their young ones during day time. They have the money to pay for child care services and are more than willing to pay additional costs for quality care. Most importantly, this consumer group usually teaches their children advanced concepts such as reading, socialization and singing. Kids Community Day Care will continue to enhance a child’s skills. Apart from working couples, Kids Community will target working class single parents. These families can also afford day care services and are more than willing to pay extra fee for quality services.

    Marketing Mix

    Kids Community Day Care’s marketing mix elements will be assembled from different approaches to product, pricing, promotion and place. In as far as product is concerned, the company will offer upscale day care services and advanced collegiate curriculum for children between 4 months and 5 years as well as educational services from grade 1 to grade 5. Also, it will provide four basic services: full time baby day care, part time or after school care, after school tutoring and drop in careFrom the pricing perspective, the pricing structure will be based on hourly rate. For promotion, the company will utilize two different approaches-advertising campaigns plus strategic partnerships with various organizations that are value effective child upbringing. Finally, for the place, the day care services will be provided at the Riverview facility.

    The 5 C’s of Marketing Strategy

    These stand for the customer, the company, the context, the collaborators as well as the competitors (Hollensen, 2010). As a company, Kids Community Day Care will provide a safe environment where parents can comfortable send their children, who are the costumers. The company has quality tools to take care of the children and free their parents to look for daily bread. There is no denying that many families comprise of working parents, who are interested in providing their children with quality education. Even though there are many providers of child day care services, Kids Community Day Care will aspire to provide quality care in the region to become and remain the company of choice for many parents.

    The Market Segmentation

    The company will focus on meeting the community’s demand for provision of child day care services within a 10 mile radius of the local area. The company will admit both full time and part time children. As a result, there will be three market segments: the full time working couples for whom the company the company will provide high quality service delivery to establish a healthy and consistent revenue base. The second segment is the after school care for whom the company will offer tutoring as well as advanced studies in theatre, arts, sciences as well as technology. This segment will provide higher revenue base for higher profitability. The final segment will be the part time workers. Even though it is not a primary target, the company will serve this market to help in promotional strategy.

    The Target Marketing Strategy

    Kids Community Day Care targets the full time working parents. It will utilize referral marketing, community day activities as well as direct mail campaigns to reach this market. Also, it will maintain and enhance its reputation in the community to maintain as well as increase its market share.

    Market Positioning

    For parents who value the significance of quality child day care services as well as higher education, Kids Community Day Care provides a better alternative to the traditional day care services and interest based programs. In particular, Kids Community Day Care combines child day care services with a standardized collegiate level curriculum for children.

    Short Term Goal

    Goal 1: To ensure that Kids Community Day Care remains viable by providing clients with innovative as well as high quality child day care programs. The key indicators include: an increase in enrolment and an increase in parent satisfaction.

    Goal 2: To be the leader in providing and supporting high quality child day care services that meet the customers’ needs. The key indicators are: an increase in the number of children enrolled in the day care program and high retention rates of customers.

    Long Term Goal: To build Kids Community Day Care’s brand name to an extent where it becomes synonymous with quality and superior child day care services in Riverview. The key indicators will be: higher growth rate compared to the industry’s performance and higher profit margins.

    Kids Community Day Care SWOT Analysis

    This SWOT analysis captures Kids Community Day Care’s key strengths plus weaknesses from within the company as well as the opportunities and threats from outside the organization

    Strengths

    • Quality as well as effective learning system
    • Excellent training program for all employees
    • Educated market segment who embrace the benefits offered by Kids Community Day Care
    • Effective leadership and management
    Opportunities

    • A growing market due to growing population
    • Increasing demand for day care services
    • Increased housed income as many couples are working
    • Decreasing fixed costs during increasing consumer base
    Weaknesses

    • Lack of visibility because of it is a new business
    • Inability to attract as well as retain trained workforce
    • Inability to accurately forecast demand
    • Only allows a given number of pupils
    Threats

    • Competition from established organizations
    • Unfounded perceptions about day care
    • Government regulations which may affect the company or the entire industry
    • Epidemic outbreak if one child becomes sick

    References

    Hollensen, S. (2010). Marketing management: A relationship approach. (2nd ed.). Upper Saddle River, NJ: Financial Times Management

    Iacobucci, D. (2014). Marketing management. (4th Ed.). Boston, MA: Cenage Learning

    Kotler, P. T., & Armstrong, G. (2013). Principles of marketing. (15th ed.). Upper Saddle River, NJ: Prentice Hall.

    Peter, J. P., & Donnelly, J. H. (2013). Marketing management: Knowledge and skills: text, analysis, cases, plans. (11th ed.). New York, NY: McGraw-Hill Education

    United States Census Bureau. (2016). Quick facts: Hillsborough County, Florida. Retrieved from. https://www.census.gov/quickfacts/fact/table/hillsboroughcountyflorida/PST120216

Segmentation of a B2B (business to business product) is done in a similar fashion as consumer market segmentation. There are five segmentation criteria for a B2B product just as there are for consumer markets.

Assignment: Segmentation Criteria for a B2B product.

Segmentation of a B2B (business to business product) is done in a similar fashion as consumer market segmentation. There are five segmentation criteria for a B2B product just as there are for consumer markets. These include:

Measurable: Have measurable information about the segment-e.g. size, discretionary income, etc.

Substantial: The segment must be large enough to warrant separate segmentation.

Accessible: The company must be able to reach the segment.

Distinguishable: The segment must act differently and respond differently than other segments.

Actionable: The company must be able to implement the target marketing mix.

For this Assignment, you will apply these five segmentation criteria addressing the following checklist.

Checklist:

  • Choose a B2B product that you find on the Internet (examples may be business copiers, printers, cell phones for business usage, company cars, etc.).
  • Describe the five segmentation criteria as they apply to this B2B product.

Access the grading rubric. Submit your Assignment in a 2–3-page paper with an additional title and references page in APA format and citation style

Go to Google Trends at google.com/trends and search for one of your favorite brands as well as two or three of its competitors.

Watch the video below and respond to the questions that follow:

Click here for full screen viewability in a new window.

  • Go to Google Trends at google.com/trends and search for one of your favorite brands as well as two or three of its competitors.
  • Analyze the trends that you observed with each company. To what could you attribute the increases or decreases in each company’s trend(s)?
  • What recommendations would you give to the brand managers of your favorite brand to increase the trend line for the future?
  • Click here to view the grading rubric for this discussion.

Search the Internet for an article that supports your position and post the link in your thread for everyone to read. Then post to at least one (1) of your classmate’s posts.

How effective do you think their current strategy is at creating and maintaining their customer’s loyalty?

In today’s society, the competition is rampant. Consumers literally have hundreds of places to purchase from, thanks in large part to the internet. If a person does not like the offerings in their area, they just have to hop online and can order from literally anywhere in the world now. So, with so much competition, businesses really have to pour the money into creating loyal customers. The idea of creating loyal customers is called Customer Relationship Management.

  • Think of Wal-Mart, Dunkin Donuts, Starbucks, and Wal-Greens. Pick one of these businesses and assess their customer relationship management (CRM) strategy. How does the business measure quality? How does the business measure customer satisfaction? What do you think the business can do in order to improve their CRM strategy?
  • Using the same business, you identified in the above bullet, how exactly are they going about creating customer loyalty? What strategies are they using? How effective do you think their current strategy is at creating and maintaining their customer’s loyalty? If you could change one items about their loyalty program what would it be?

A company self-examination. What are we known for? Who do we want to become?

Situation Analysis

A company self-examination. What are we known for? Who do we want to become?

In this assignment, you will create a Situation Analysis for IBM

These company (IBM) has been through numerous changes in recent years. For this assignment, Use the information listed, as well as your own knowledge and research, to complete the provided situation analysis template. Additional research should include the use of the company’s Website, the course textbook, and other online source.

IBM

History

IBM – International Business Machines Corporation is a multinational technology and consulting organization. The company was started in 1911 in a small village in Endicott, US. Initially it was known as CTR – Computing Tabulating Recording Company because of the merger of three different companies – Tabulating Machine company, Computing Scale company and International Time Recording company, that gave rise to the current, tall standing IBM. With over 435,000 employees all over the globe, IBM is ranked as the second largest firms.

The company acquired SPSS and Kenexa in the years 2009 and 2012 respectively. Current consoles like Xbox 360, Sony PS3, Wii and Nintendo all use IBM manufactured microprocessors. In 2011, IBM excelled Microsoft with a closing value of $214 billion leaving behind the technology giant at $213.2 billion. A year later, IBM acquired Texas Memory Systems so to expand its technology department further while enhancing the quality and the quantity of its production.

**********USE THIS TEMPLATE BELOW TO COMPLETE THE ASSIGNMENT (MUST BE USED)****************

Based on what you’ve learned so far in this course, regarding the 5Cs4Ps, and STP, complete the assessment questions below.

*5C’s– Customer, Company, Context, Collaborators, Competitors

*4P’s- Segmentation, Targeting, Positioning

*STP- Product, Price, Place, Promotion

(Submit the completed template)

Name:

Professor’s Name:

Course Title:

Date:

Company/Brand Selected (IBM):

1. Customers

Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.

For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others.

[Insert response]

What do the customers buy/use?

[Insert response]

What changes can the company/brand expect in the future? How can the company/brand better serve its customers? Include information about potential opportunities and threats, providing at least 3 opportunities and 3 threats, discussing why you labeled each.

For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.

[Insert response]

Opportunities (Make sure you label why you call each item an opportunity):

1. [Insert response]

2. [Insert response]

3. [Insert response]

 Threats: (Make sure you label why you call each item a threat):

1. [Insert response]

2. [Insert response]

3. [Insert response]

2. Company

[This is what the brand is currently.]Identify strengths and weaknesses of the company/brand as it exists today, providing at least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well at this very moment?

[Insert response]

Strengths (Make sure you label why you call each item an Strength):

1. [Insert response]

2. [Insert response]

3. [Insert response]

 Weakness: (Make sure you label why you call each item a weakness):

1. [Insert response]

2. [Insert response]

3. [Insert response]

[This is what the company/brand needs to become.] How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.

[Insert response]

3. Context

Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.

For example: You could perhaps discuss the current trends and conditions for this Industry and for the brand. It’s possible to include information about how the Economy affects this industry. This could include changes in income: are people losing jobs, or getting paid more?  Changes in spending habits could be considered as well. Other factors such as use of public transportation and shopping online may also be relevant. Whether or not the product is high-tech, or state-of-the-art can be also be included in describing the context. For example, are there other companies producing new versions of the product? Is the market changing quickly? How is technology affecting this product or service? Are there any new laws that may affect the brand?

Political Environment: [Insert response]

Legal: [Insert response]

Economic: [Insert response]

Technological: [Insert response]

Societal/Sociocultural: [Insert response]

4. Collaborators

Define the business partnerships. Does the company/brand have any current partnerships? What other company/brand may be a good partner for them?

[Insert response]

5. Competitors

Who are the main competitors? Label and discuss the top three competitors and why you consider them a competitor.

Competitor 1: [Insert response]

Competitor 2: [Insert response]

Competitor 3: [Insert response]

6. Recommendations

Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected?  Discuss why you have created these strategies and why you think they should be undertaken and work for the business.

1. [Insert response]

2. [Insert response]

3. [Insert response]

Select one of the brands and conduct a SWOT Analysis on it. Include at least 2 strengths, 2 weaknesses, 2 opportunities, and 2 threats and discuss why you labeled each as you did.

Consider the following restaurants: Pizza Hut, Popeyes, and Taco Bell.

When conducting a review on any business, the first thing that needs to completed is a SWOT Analysis (strengths, weaknesses, opportunities and threats). This analysis helps a business know where they excel at and where they need to work at, as well as, what they can take advantage of out in the environment, as well as threats they need to prepare for.

  • Select one of the brands and conduct a SWOT Analysis on it. Include at least 2 strengths, 2 weaknesses, 2 opportunities, and 2 threats and discuss why you labeled each as you did.
  • Based upon your SWOT Analysis created in the previous bullet, create and suggest two (2) strategic marketing recommendations for this business based upon your reflection/analysis and the information that you have gained throughout the course? How did you arrive at these recommendations?

From the scenario, suggest two (2)marketing strategy options that Golds Reling, Inc. could implement.

Marketing Strategy. Please respond to the following:

  • From the scenario, suggest two (2)marketing strategy options that Golds Reling, Inc. could implement. Next, select the option that you believe will be most effective for the new product launch. Justify your response.
  • Imagine that you are about to launch a social networking site. Determine the target market your social media site will cater to. Recommend a marketing strategy that will entice your chosen target market to join your site. Determine the approach you will use to measure success. Provide a rationale for your response.

Finally, read and respond to at least one (1) of your classmate’s posts.