An analysis of marketing strategies and how to plan, implement and control them.
Written in 2008; 3,048 words; 20 sources; APA; $ 89.95
Paper Summary:
This paper provides an overview of various marketing strategies, and gives examples from Cingular, Kodak and JetStar Airlines that demonstrate both successful and unsuccessful real-life marketing strategies. The writer explores key elements of marketing strategy such as marketing campaigns, marketing materials, and effective use of trademarks to market new products. Implementation strategy includes following the steps outlined in the marketing campaign, from market research to product launch, and to sales. The writer discusses the importance of maintaining control over advertising and other marketing initiatives. The paper concludes with a summary of the issues related to any company's overall marketing strategy.
Outline:
Introduction
Marketing Strategies: Planning
Example: U.S. Cingular
Marketing Strategies: Implementation
Example: Kodak
Marketing Strategies: Control
Example: JetStar Airlines
Conclusion
From the Paper:
"In the planning phase, the companies must perform market research to determine which channels to enter, and follow what the research results reveal about the particular industry and consumers. Market research is key; it provides critical information and direction, identifies market needs and wants, product features, pricing, decision makers, distribution channels, motivation to buy. Timing of the product launch is also critical, and all elements of the process must be coordinated. Production must be on the same time schedule as the promotion, and the product must be ready when it is announced. Many products need to be timed to critical points in the business cycle."
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