Conduct a SWOT analysis on a product or service brand with which you are familiar. If you were responsible for that brand's planning process, how would they use their SWOT analysis to develop objectives and strategies for the next one to three years?
Locate advertising for a brand with which you are familiar. Then, working from the bottom up, determine what the strategy might be that resulted in that tactic. And then deduce what marketing objective may have resulted in that strategy. Describe what you believe to be the brand's target market and positioning. What other elements of the brand's marketing mix can you determine?
Select a local service business (e.g. a retailer, restaurant, bank, hospital, movie theatre) and recommend several relationship marketing tactics. Refer to Kotler and Armstrong's five levels of relationships. Describe how that business could use IMC to enhance its customer relationships.
You have been asked to determine an advertising budget for Dave's Donuts. Your only competitor is Patty's Pastries. You have been provided with the following sales estimates. Use the following methods to develop budget alternatives. Which approach would you recommend? Why?
Last Year
Forecast for Next Year
Dave's Unit Sales
50,000
60,000
Dave's $ Sales
$40,000
$50,000
Patty's $ Sales
$80,000
$100,000
Unit of sale method. Last year Dave spent 4 cents per unit (donut) on advertising, but he needs to adjust for 6 percent media inflation next year.
Percentage of sales method. The industry typically spends 5 percent of donut sales on advertising.
Share of market/share of voice. Patty is expected to spend $6,500 next year on advertising.
