Applied Managerial Marketing
Michelle, Elena, and the Mobile
Manufacturing, Inc. (MM) board of directors know how important it is to
understand the environment in which it is operating. They hired you—a
highly-regarded marketing consultant—to bring a fresh perspective to the
marketing plan. You are scheduled to meet with Michelle and Elena next week to
discuss the environmental conditions that are relevant to introducing the new
product.
As you prepare for the meeting, you
consider all of the possible environmental issues. You recognize that Elena
brings an interesting perspective to the process because she has experience
designing mobile phones for the Eastern European market, and she is pushing for
a new product that can be marketed worldwide. On the other hand, Michelle is
more concerned with the domestic marketplace and is worried that trying to
market a new product anywhere outside the United States—much less
worldwide—could be very risky.
You sit down to start your work on
the marketing plan, and you begin by drafting some goals that the marketing
plan needs to address.
write 750–1,000 words that respond
to the following questions with your thoughts, ideas, and comments. Be
substantive and clear, and use
examples to reinforce your ideas.
Walking through the halls at MM, you
ponder the job that lies ahead. Coming out of her office, Michelle spots you
and heads in your direction.
“I’m so glad you’re here,”
she says. “Have you settled into your office?”
“Yes,” you say. “I’m
eager to get started.”
Michelle enters your office and
takes a seat in a chair. “I’m scheduled to make a presentation to the
board at the quarterly meeting next week. I know it’s short notice, but I was
wondering if you could pull together a 30-minute presentation for them?”
she asks.
“What would you like me to
present?” you ask.
“As you know, Elena and
yourself have been brought on to revitalize the product line for the company.
Your role is to create a winning marketing plan that will allow us to
capitalize on the new product that Elena is designing. The board would like you
to discuss some of the issues that you will be considering as you develop the
marketing plan for the new product. I know they’re especially interested in
your thoughts on the global market.”
“That sounds like a great
idea,” you say.
Consider the environmental variables
(i.e., technological, demographic, economic, political, and cultural variables)
that you must include in your marketing plan, and answer the following:
- Which of the environmental factors do you feel is the
most critical, and why? - What might someone with an opposing viewpoint think is
the most important?- Given this opposing argument, how would you argue your
opinion?
- Given this opposing argument, how would you argue your
- What solutions should be considered as you seek to
develop a sense of ownership of your plan? - What solutions would you recommend to the board, and
why? - Is a compromise feasible?
FORMAT
·
INTRODUCTION
·
Marketing Plan Considerations
·
Marketing Environment Analysis
·
Developing the Marketing Plan: Solutions
& Strategies
·
References
