Analyze the Current Marketing Strategy The Final Project
The final project allows you to apply what you have learned in the course to a service, organization, or product of your choosing.
The task is to analyze the current marketing strategy and its implementation for an existing product/service/organization and to make recommendations for how it should be changed (unless you think it is perfect already, which is highly unlikely).
Analyze the Current Marketing Strategy Final Paper Tasks
The tasks for the final paper are as follows:
1. Select a service, organization, or product you would like to analyze. For small companies, you may not be able to distinguish the product from the company. Please see me if you have some questions about whether your “topic” service/product/organization is appropriate.
2. The paper should contain the following sections:
a. Executive Summary – No more than one page that briefly and concisely summarizes your recommendations and the rationale.
b. Background – A brief background of the company and a description of the product/service and its major competition. This section of the paper is both informative and descriptive.
c. Current Marketing Strategy – A brief description of the product/organization/service’s current marketing strategy (objectives, target segment(s), value proposition) and implementation (marketing mix). This section is primarily descriptive.
d. Strategy Evaluation – Briefly evaluate the product or service’s current marketing strategy and implementation. Use any criteria you feel are appropriate, but at least one should be the “consistency” of the strategy/marketing mix. This section of the paper is primarily diagnostic.
Analyze the Current Marketing Strategy Recommendation
e. Recommendations – The section should contain your recommendations for “fixing” the problems you identified. This section of the paper is prescriptive.
MY TOPIC:Target’s Neiman Marcus Collaboration
I’m interested in the brand alliance strategy. Since the turn of millennium, the high-end fashion brands have increasingly engaged in the mass market. However, the “high-low” collaboration could be a disaster. My final project intends to analyze the co-branding/brand alliance strategy and then evaluate Target’s Neiman Marcus Collaboration. As seen from many blog posts and news articles, the sales performance of Neiman Marcus’s line up with Target did not go well and damage the brand of the Neiman Marcus. I would like to study the issues of Neiman Marcus’s alliance with Target and come up with a recommendation to make this collaboration work.
