***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

I. PROJECT INTRODUCTION

Application vs. AptitudeThe Marketing Strategy Project builds upon the knowledge of strategic planning acquired in the first phase of the course to develop strategic performance know how through the remainder of the course. In business, knowing what to do is less important that knowing how to do. The Marketing Strategy Project isolates key concepts within each stage of the marketing planning process to improve your ability to use in practice. Each class session a specific text chapter will be highlighted and you will have an opportunity to gain expertise in a particular area of marketing strategy. These class sessions will take the form of marketing strategy labs where strategic techniques can be practiced and perfected prior to preparing Marketing Strategy Project deliverables (e.g., presentation and report). Roundtable discussions permit each group to share marketing strategy and concept application ideas, as well as make progress on the project deliverables. Besides sharing marketing strategy “best practices,” these class discussions showcase the group(s) that come up with “benchmark” models for creating Eco/Green value.

Group Arrangement & Focal OrganizationThe Marketing Strategy Project is designed as a group activity. You are allowed to work in groups of up to five (5) students to develop a marketing strategy for a focal organization. Preferably, group members are selected because of a shared interest in an organization or market – not because of prior association. An open group member selection process furthers informal knowledge sharing and interpersonal discovery. The “Project Orientation” session allocates time for students to become acquainted and choose their focal organizations. The focal organization can be profit or nonprofit and serve any type of market – including global and digital/online customers. In addition, focal organizations can serve both business-to-consumer (B2C) and business-to-business (B2B) markets. From a learning perspective, the focal organization provides a context for students to consider the “real world” conditions that determine “real world” outcomes. For that reason, your group should select an organization with which you have a high level of interest and familiarity. You may also complete the project individually if other students are not as interested your focal organization.

Eco/Green Business Model ThemeIn addition to making a transition from marketing strategy aptitude to marketing strategy application, the second phase of the course emphasizes the competitive advantages that are associated with “Eco/Green Business Models.” Unlike prior episodes in business strategy when “Green Marketing” was primarily driven by social and environmental factors, future marketing strategies will rely upon “Eco/Green” approaches to sustain the economic base of the business model. However, your focal organization does not have to be a typical “green” enterprise. Eco/green marketing strategy advantages can be accrued from all aspects of every organization. So, the Marketing Strategy Project applies strategic marketing to achieve eco/green objectives.

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

II. PROJECT DELIVERABLES

The Marketing Strategy Project requires students to produce two graded deliverables:

A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course points

A) Report Guidelines

The Marketing Strategy Report is a persuasive writing document that uses business communication tone, style, and conventions (e.g., active tone, first person view, concise syntax, bullet points, decision charts, etc.). The typed Microsoft Word document should be double spaced, use 12” font, and have standard margins with indented paragraphs. APA Style guidelines should be used for citing sources and listing references. The page guidelines noted in each section of the report outline should be used as minimum ranges, since there is no maximum page length on the report. The “Sample Marketing Plan” in the textbook “Appendix” (pp. 155-163) provides an example of the expected tone, style, format, for concept strategy descriptions.

The Marketing Strategy Reports contains seven sections, including an “Executive Summary” placed at the beginning and “Supporting Documentation” (references, diagrams, etc.) placed at the end. The criteria used to evaluate each section are outlined below.

1) Executive Summary [1-2 pages; 3 points]a) Highlights high priority marketing strategies with supporting rationale

b) Provides a complete synopsis of each marketing strategy section

c) Synthesizes individual marketing strategies to create a unique “value proposition”

2) Eco/Green Business Model Logic -- CHOOSE ONE [2-3 pages; 4 points]a) SWOT analysis of eco/green factors and trends

b) Competitive strategy (5 Forces & 3 Generic strategies) assessment of eco/green impact

c) Value chain and “core competency” contributions of eco/green resource network

d) Relationship loyalty influence of eco/green values (suppliers/customers/stakeholders)-- Including relationship data-mining/intelligence tools like “Marketing Dashboards” & “NPV Marketing”

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

II. PROJECT DELIVERABLES (Continued)

The Marketing Strategy Project requires students to produce two graded deliverables:

A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course points

A) Report Guidelines (continued)

3) Target Market Segmentation & Positioning Strategy (Ch. 4) [3-4 pages; 8 points]a) Divide the broad market into narrower segments (include diagrams and data tables)

b) Explain how segmentation variables improve the organization’s market share viability (Exhibit 4.4 Assessing Segment Attractiveness & Exhibit 4.5 Sample Segment Ranking)

c) Describe the customer characteristics that define the selected target market(s)

d) Explain the risk/reward tradeoff of investing marketing resources in the selected target market

e) Identify the “market coverage” strategy used to direct marketing activities and programs(concentrated, differentiated, or undifferentiated, p.64)

f) Explain how positioning strategy “differentiation factors” create a unique value proposition that is compelling for customers (products, services, channels, price, image, other)

4) Market Direction Strategy (Ch. 5) [3-4 pages; 6 points]a) Formulate a strategic marketing mission statement (p.25)

(Content – future vision, present focus, external market value, internal management functions)

b) Describe the market direction based on internal product and external market factors(Exhibit 5.1 Options for Marketing Plan Direction – Growth, Maintenance, Retrenchment)

c) Identify the strategic objectives established to pursue the market direction strategy;* Objectives requirements (p.71-72): specific, realistic, consistent and appropriate(Exhibit 5.2 Marketing Plan Objectives – Marketing, Financial, Societal)

d) Specify how marketing support resources facilitate attainment of strategic objectives(Exhibit 5.3 Customer Service and Internal Marketing Objectives)

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

II. PROJECT DELIVERABLES (Continued)

The Marketing Strategy Project requires students to produce two graded deliverables:A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course points

A) Report Guidelines (continued)

5) Marketing Mix Programs – ONLY Select 2 of 4Ps Mix Elements [6 – 8 pages; 12 points]a) Mix Brand Synergies (Ch. 5 & 6) ** REQUIRED **

Strategic Consistency – How does combined 2Ps link strategy, tactics, and programs?(Exhibit 5.4 Strategy Pyramid)

Market Compatibility – How does combined 2Ps support brand “life cycle”?(Exhibit 6.4 Product Strategy Life Cycle & PLC Marketing Mix Table on course website)

Eco/Green Resonance – How combined 2Ps create “customer lifetime value” relationships(Exhibit 6.7 Pyramid of Brand Equity)

b) “P”roduct/Brand Strategy (Ch. 6) GOODS – Explain “Total Product Concept” layers; basic, expected, augmented

(For Diagram/Description: See course website link … OR … Search “Quick MBA”)

SERVICES – Explain “Service Design” activities and processes(Exhibit 6.2 Designing a Service)

ALL PRODUCTS Justify the “Needs, Features, and Benefits” of the Product (p.83)

(Exhibit 6.3 Sample Needs, Features, and Benefits)

How do “Quality & Design” considerations maximize customer satisfaction? (p.85)

How does “Packaging & Labeling” ensure and enhance the Product (pp. 85-86)(Also: See “Services Packaging” course website link)

How does combined “Brand Image” provide competitive distinction (name/logo/tag) and marketing advantage (Exhibit 6.6 Marketing Advantages of Strong Brands)

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

II. PROJECT DELIVERABLES (Continued)

The Marketing Strategy Project requires students to produce two graded deliverables:A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course points

A) Report Guidelines (continued)

5) Marketing Mix Programs – ONLY Select 2 of 4Ps Mix Elements [6 – 8 pages; 12 points]c) “P”ricing/Financial Strategy (Ch. 7)

Classify Pricing Strategy as primarily “Fixed” or “Dynamic” (p. 95)

Itemize Pricing Strategy VALUE using “Total Benefits” & “Total Price” (Exhibit 7.1)

Describe the “Market Demand Function” as “elastic” or “inelastic” using examples(Exhibit 7.2 How Price Affects Demand)

Describe “Customer Perceptions” of the “Cost versus Value” tradeoff(Exhibit 7.3 Cost-Based versus Value-Based Pricing)

Specify Pricing Objectives (Exhibit 7.4 Sample Pricing Objectives)

Select a current market “Price Signaling” strategy – “skimming vs. penetration” (p. 107) (Exhibit 7.7 Skim Pricing and Penetration Pricing Compared)

Formulate “Pricing Calculations” based on (pp. 101–110) External influences -- customers, competitors, channel members, regulation/ethics Internal influences -- costs/break-even, targeting/positioning, adaptations(Exhibits 7.5, 7.6, 7.7, 7.8; Also “C + M = S”& “Price War Simulation” links on course website)

d) “P”lace/Channel/Logistics Strategy (Ch. 8) Map the marketing strategy “Value Chain” and “Channel Levels/Members”

(Exhibit 8.1 Major Links in the Value Chain and Exhibit 8.2 Channel Levels)

Justify the Marketing Channels Strategy -- “intensive, selective, exclusive” (p.118) (Exhibit 8.3 Intensive, Selective, and Exclusive Distribution – marketer, customer, plans)

Address “Logistical Function” requirements, as well as “Service & Digital Routing” plans(Exhibit 8.5 Logistical Decisions and the “Service/Digital Routing” course website link)

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

II. PROJECT DELIVERABLES (Continued)

The Marketing Strategy Project requires students to produce two graded deliverables:A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course points

A) Report Guidelines (continued)

5) Marketing Mix Programs – ONLY Select 2 of 4Ps Mix Elements [6 – 8 pages; 12 points]e) “P”romotion/IMC Strategy (Ch. 9)

Justify selection of “Push vs. Pull” IMC Strategy for the target audience* (Exhibit 9.1)(*Note: More than one target market audience may be included)

Explain how “IMC Tools” deliver message and design media/techniques (pp. 129 – 138)(Exhibit 9.3 Tools; Exhibit 9.4 Media Mix; Exhibit 9.5 Sales Promo Techniques)

Describe ONE(1) actual promotion strategy message/media plan

Specify how “Eco/Green” values are embedded in overall IMC message/media plan

6) Performance Measurement, Implementation & Control (Ch. 10) [3-4 pages; 5 points]

a) Select and justify ONE (1) category of Marketing Strategy “Performance Measurement Tool” (Exhibit 10.1 – Forecasts, Budgets, Schedules, Metrics)

Forecast Type (p.142) -- market sales, product sales, cost of sales, channel sales/costs

Budget Method (p.144) – affordability, %sales, competitive parity, objective/task, marketing*(*Note: Marketing Budgets -- marketing mix program, brand/segment, region, division)

Schedules (p.145) – Timetables coordinating marketing programs & stakeholder deliverables

Metrics* (p.146-150) – Numerical marketing program measures of effectiveness and error(Ex.10.3 Metric Categories; Ex. 10.4 Objective Metrics; Ex. 10.5 Consumer Metrics) (*Note: See also “Marketing Dashboard” link on course website)

b) Select and justify ONE (1) method for “Marketing Plan Implementation Control” (p. 151 – 153)(Exhibit 10.7 – Annual Plan, Profitability, Productivity, Strategic)

7) Supporting Documentation -- References, Web Links, and Diagrams/Tables [2 points](Use appropriate format for reference/web sources & Windows diagram/table graphics applications)

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

II. PROJECT DELIVERABLES (Continued)

The Marketing Strategy Project requires students to produce two graded deliverables:A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course points

B) Presentation Guidelines

The Marketing Strategy Presentation is an executive brief of expected outcomes from the strategic concept execution process described in the Report. The presentation explains:

The PURPOSE of marketing strategy plans The PRACTICAL application of strategic marketing concepts The PERFORMANCE achieved by marketing strategy programs

The presentation is graded as a group based on the collective score of individual members. All group members will receive the same grade – unless extreme discrepancies exist among group member scores. This group grading method encourages collaboration and team work. Each group member must present an equal amount of content (e.g., slides) using an equal portion of time. In addition, business attire and professionally prepared Powerpoint slides are required. The specific criteria used to assess group presentations are listed below:

1. Professional Appearance, Delivery & Dress (5pts.) 1 2 3 4 [confident; natural; poised; competent; respectful; appropriate conduct; positive attitude]1. Professionalism is not evident and lack thereof interferes with presentation content. 2. Professionalism is slightly evident but not seriously addressed during presentation.3. Professionalism is evident and sufficient to have impact on presentation content.4. Professionalism enhances presentation in its entirety.

2. Content (10pts.) 1 2 3 4 [key points addressed; focused; completeness; balanced; appropriate wording & depth] 1. Insufficient content (lacking main idea, coherence, substance, relevance to topic)2. Vaguely addresses content that is not clearly connected to the thesis of the topic.3. Sufficient content and good points for thesis but need for additional development.4. Specifically addresses significant topical content (viable, thoroughly, completeness)

3. Elocution (5pts.) 1 2 3 4[delivery style; pronounciation; articulation; audible; tone; consistent; effective]1. Delivery of presentation decidedly detrimental to topic content.2. Delivery of presentation sufficient but detracts from content.3. Delivery of presentation sufficient but not polished.4. Delivery of presentation enhances, captivates, and strengthens content.

4. Nonverbal Communication (5pts.) 1 2 3 4[eye contact; facial expressions; gestures; posture; stance; nonverbal responses] 1. Actions/behavior: interferes, inappropriate to intended content.2. Actions/behavior: detracts from intended content. 3. Actions/behavior: adequate with slight or neutral impact on intended content.4. Actions/behavior: keeps audience engaged and reinforces content.

[NOTE: The ratings number determines point percentage earned (“4”= 100%; “3”= 75%; “2”= 50%; “1 = 25%)]

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

III. PROJECT SCHEDULE

The Marketing Strategy Project schedule allows assigned concept skills to be learned, while also allocating time for student collaboration and constructive progress on deliverables. These three learning outcomes are addressed by the weekly class session agenda. Students should be aware of the intended purpose of class sessions to make sure that time is used productively.

A) Tuesday (2/10) – Marketing Strategy Project Orientation

7:30 – 8:00: Explain Marketing Strategy Project and answer questions(Exams also returned with questions addressed)

8:00 – 8:30: “Meet & Greet” classmates to find shared organization/market interests

8:30 – 9:15: Primer on “Market Targeting” & “Eco/Green Business Models”

B) Thursday (2/12) – Target Marketing/Positioning (Ch.4) & Eco/Green Model Formulation

7:30 – 8:00: Project instructions and concept application tips 8:00 – 8:45: Group roundtable “best practices” discussion and project updates

8:45 – 9:15: Group project work and Q&A (not required to stay in classroom)

C) Tuesday (2/17) – Strategic Direction (Ch.5)

7:30 – 8:00: Project instructions and concept application tips 8:00 – 8:45: Group roundtable “best practices” discussion and project updates

8:45 – 9:15: Group project work and Q&A (not required to stay in classroom)

D) Thursday (2/19) – Product/Brand Strategy (Ch.6)

7:30 – 8:00: Project instructions and concept application tips 8:00 – 8:45: Group roundtable “best practices” discussion and project updates

8:45 – 9:15: Group project work and Q&A (not required to stay in classroom)

E) Tuesday (2/24) – Pricing Strategy (Ch.7)

7:30 – 8:00: Project instructions and concept application tips 8:00 – 8:45: Group roundtable “best practices” discussion and project updates

8:45 – 9:15: Group project work and Q&A (not required to stay in classroom)

F) Thursday (2/26) – Place Strategy (Ch.8)

7:30 – 8:00: Project instructions and concept application tips 8

***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

8:00 – 8:45: Group roundtable “best practices” discussion and project updates

8:45 – 9:15: Group project work and Q&A (not required to stay in classroom)

G) Tuesday (3/3) – Promotion Strategy (Ch.9)

7:30 – 8:00: Project instructions and concept application tips 8:00 – 8:45: Group roundtable “best practices” discussion and project updates

8:45 – 9:15: Group project work and Q&A (not required to stay in classroom)

III. PROJECT SCHEDULE (Continued)

H) Thursday (3/5) – Performance Measurement, Implementation & Control (Ch.10)

7:30 – 8:00: Project instructions and concept application tips 8:00 – 8:45: Group roundtable “best practices” discussion and project updates

8:45 – 9:15: Group project work and Q&A (not required to stay in classroom)

I) Tuesday (3/10) – Global Multicultural Student Discovery & Discussion

7:30 – 8:00: Project instructions and Q&A Sharing international, multicultural, and global marketing strategy experiences

J) Thursday (3/12) – Group “Executive Briefing” Presentations (20 minutes / 25 Points)

Group 1: Group 2: Group 3: Group 4: Group 5:

K) Tuesday (3/17) – Group “Executive Briefing” Presentations (20 minutes / 25 Points)

Group 1: Group 2: Group 3: Group 4: Group 5:

*** MARKETING STRATEGY REPORTS DUE BY E-MAIL FRIDAY 3/20 (40 Points) ***

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

III. PROJECT SUPPLEMENTS

A) Segmentation Target Marketing & Positioning Orientation Links

Segmentation Strategy Explanationhttp://www.netmba.com/marketing/market/segmentation/

Segmentation Data Examples (NOTE: Actual Data NOT Required for Project) B2C U.S. Census Bureau “American Fact Finder”

http://factfinder.census.gov/home/saff/main.html?_lang=en

B2C U.S. Bureau of Labor Statistics “Consumer Expenditure Survey”http://www.bls.gov/cex/#data

B2B U.S. Dept. of Commerce “Industry Trade Association” (NAICS)http://www.ita.doc.gov/td/industry/otea/industry_sector/tables_naics.htm

Nielsen Claritas “Real World” B2C & B2B Targeting Strategyhttp://www.claritas.com/Default.jsp (About Company)

http://www.claritas.com/target-marketing/marketing-solutions.jsp (Strategy Solutions)

http://www.claritas.com/target-marketing/market-research-services/marketing-data/marketing-segmentation/segmentation-systems.jsp (Segmentation Systems)

http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&id1=1027&id3=93313 (PRIZM Interactive Simulation Target Marketing & Positioning Page)

Positioning & Brand Identity Examples Positioning Strategy & Perceptual Map Analysis Explanation

http://en.wikipedia.org/wiki/Positioning_(marketing) (Positioning)http://en.wikipedia.org/wiki/Perceptual_mapping (Perceptual Mapping)

Marketing IQ Positioning Perceptual Map Analysis Simulationhttp://www.marketingiq.com/index.cfm?seite=software/pm/index (Click “Execute” to see map, then click “Next” on subsequent pages to see different axis views. Also, data in first page table can be changed to create new positioning perceptual maps)

B2C Brand Identity Positioning Insightshttp://www.brandchannel.com/features.asp

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

III. PROJECT SUPPLEMENTS (Continued)

B) Eco/Green Business Model Orientation Links

http://www.slideshare.net/futurethink/the-future-of-green-business-strategy-presentation (Overview Green Biz Presentation)

http://www.businessweek.com/bschools/content/feb2009/bs2009022_467946.htm?chan=top+news_top+news+index+-+temp_business+schools (MBA Skills)

http://www.marshall.usc.edu/alumni/events/2008-green-event.htm (USC MBA Conf))

http://www.fastcompany.com/magazine/120/50-ways-to-green-your-business.html(50 Practical Ways)

http://en.wikipedia.org/wiki/Eco-capitalism (Eco capitalism)

http://en.wikipedia.org/wiki/Sustainable_business (Business Sustainability)

http://en.wikipedia.org/wiki/Green_marketing (Green Marketing)

http://www.greenbiz.com/

http://marketinggreen.wordpress.com/ http://www.coopamerica.org/greenbusiness/ http://www.coopamerica.org/cabn/conference/

http://www.terracycle.net/eco_capitalism.htm

http://www.ceres.org/page.aspx?pid=705

http://www.digital-web.com/articles/how_to_build_a_green_business/ (sustainability)

http://www.lohas.com/journal/trends.html (LOHAS market)

http://greenprofs.com/free-green-business-sumit-in-nyc-12309/ (Professional news & best practices)

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***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”

>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]

III. PROJECT SUPPLEMENTS (Continued)

C) Additional Marketing Strategy Concept Links & Slides (Not in Textbook)

SWOT Analysis http://www.quickmba.com/strategy/swot/

Porter Competitive Strategyhttp://www.12manage.com/methods_porter_five_forces.html

Porter Value Chain http://www.netmba.com/strategy/value-chain/

Product Life Cycle Planning for Marketing Mix Decisionshttp://www-rohan.sdsu.edu/~renglish/370/notes/chapt11/index.htm (Only “Section I: PLC” & “Section II: Managing the PLC”)

The Total Product Concept (Levitt)http://www.csub.edu/~ecarter2/W9%20MKTG%20600/Total%20Product%20Concept%20(Levitt).ppt

Services Packaging Strategyhttp://www.csub.edu/~ecarter2/W9%20MKTG%20600/SERVICES%20PACKAGING%20STRATEGY.doc

C + M = S Price Calculations http://www.csub.edu/~ecarter2/W9%20MKTG%20600/Marketing%20Calculations.doc

Pricing War Simulation Link: http://forio.com/pcpricesim.htm

Service Design (“Blueprint”) Logistics http://servicedesign.wikispaces.com/Service+Blueprint?f=print

Digital Marketing Channels Logisticshttp://synergy.ektron.com/presentations/b/FB10-DMC.ppt

M-Strategy Performance Measurement, Implementation & Control Links Marketing Dashboards

http://chiefmarketer.com/marketing-roi/marketing_dashboards_06262006/

Marketing NPV Metrics (Return on Marketing Investment)http://www.marketingnpv.com/

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