MARKET EXAMINING Section II Guidelines MKTG 600 Dr

MARKET EXAMINING: Section II Guidelines [MKTG 600; Dr. Carter] Four “Team Clusters” Each Prepare Two (2) Case Analysis Oral Presentations & Reports “Steve’s Hotel” Team (1) “Rain for Rent” Team (2) Cathi’s Air Force Team (3) Tammara’s Design Team (4) FEBRUARY 14: ORIENTATION to “Market Examining” Section II Strategic Concept “Mapping” 1) Select Case “Teams” 5 maximum per team [plus stragglers =) ] 2) Process Concept “Mapping” Sequence Mentally 3) Review GM/Ford & U. S. Auto Industry Article Packet 4) Skim/Preview Text Chapters 2, 11, 8, and 10 5) Digest and Discuss Strategic Concept “Mapping” Application Examples in Class FEBRUARY 16 & 21: Stage 1 Case Analysis [Internal Planning] -- “Mapping” Organization/Competitive Value 1) Read chapter 2 & 11 -- Knowing Strategic Value Processes 2) Apply Figures 2. 1 – 2. 4 to the organization 3) Apply Figures 2. 6 then 2. 7 & 2. 8 [“SWOT” only] to the organization 4) Formulate “Porter Competitive Strategies” [p. 56/Figs. 11. 1, 11. 6] for selected organization 5) PRESENT (20 minutes) insights yielded by “Mapping” process technique Tuesday 2/21 [5 points] 6) SUBMIT CASE #1 [Organization/Competitive Value] by Wednesday FEB. 22 th for feedback – or Friday FEB. 24 th [15 points] FEBRUARY 23: Stage 2 Case Analysis [External Planning] -- “Mapping” Segmentation, Target Marketing & Positioning 1) CASE #1 Returned & Discussed 2/23 2) Read chapters 8 & 10 – Identifying Market Segments/Targets & Crafting Brand Positioning 2) Analyze the market segmentation strategy and variables employed by selected organization 3) Described the optimal market targeting outcomes for the selected product/service 4) Apply brand positioning strategy, differentiation tactics, and PLC approach to target market 6) PRESENT (20 minutes) insights yielded by “Mapping” process technique Thursday 2/23 [5 points] 7) SUBMIT CASE #2 [Target Market/Positioning Value] by Friday MARCH 3 rd [15 points] 8) CASE #2 Returned & Discussed 2/28