Written Assignment 3
Topic: Marketing Mix Recommendations (20 percent of course grade)
Background
This will provide you with some real-world experience in interpreting consumer behavior data and applying it to develop marketing mix strategies. It is important that you demonstrate a keen understanding of the text concepts and how they apply to a real dataset and a typical marketing situation.
Assignment
You have been hired as a consultant because of your expertise in consumer behavior. Your assignment is to analyze a retail establishment (most likely a chain such as The Gap, Nordstrom, or other familiar retailers that have stores near you) to assess whether the retail establishment is effectively using the principles of consumer behavior as explored in this course to maximize its business. You are to recommend your findings and conclusions to the stores management.
Your report will need to cover each of the following consumer behavior principles and their use in managerial decision making:
1. marketing mix development
2. segmentation
3. positioning
4. environmental analysis
Before you begin your analysis, be sure you fully understand the business you are analyzing. In addition to research on the company and the industry as available using the UMUC online library, consider doing any or all of the following:
• Interview the owner/manager of at least one of the stores. If you selected a national chain, your analysis might be enhanced by interviewing multiple managers if stores are conveniently located.
• Interview employees
• Interview several customers preferably during different days and times
In your recommendation discuss how each of the consumer behavior principles can be used to increase sales. Exhibits can be added to the paper which should be at least 5 -8 pages in length.
Submission Requirements
Your marketing mix recommendations must be submitted as follows:
typed, double-spaced, in 12-point Times New Roman or Arial font, with margins no wider than one inch
between five and seven pages in length
prepared with word processing software (Microsoft Word preferred), as a business memo to “the big boss” of Mintel
prepared using an acceptable college-level style guide such as APA, MLA, or UMUC’s Guide to Writing and Research; all of these guides can be found in the virtual UMUC library
presented in such a way that the reader can clearly understand your logic and conclusions, especially how the dataset was used to support your recommendations
posted in your assignment folder not later than midnight on the due date for this assignment, as noted in the course schedule
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