I have the company ExxonMobil. Research on ExxonMobil and answer each question in paragraphs. 2500 words, 3-5 pages, paragraph formatting Marketing Analysis Select a publicly traded company to perform a marketing analysis. Do not select one of the prohibited companies (see below*)! I recommend industries like consumer products or retail, as those types of industries have highly visible marketing programs.
Additionally, if you choose a company that is involved in different businesses, then, it’s probably easier if you choose a specific brand from that company for your analysis. I want you to discuss the following Marketing Mix that your company uses for the brand you’ve chosen to discuss in this paper. Use the marketing concepts and terminology from Chapters 11, 12 and 13 of our textbook to answer the questions. I expect more than one sentence answers to each of these questions. I’d like to see a well-reasoned multi-paragraph answer to each of the following questions: 1. Product: How does your firm differentiate its products (especially) your brand, from competitors.
What is their source of competitive advantage, if any?
2. Pricing: What pricing strategies does your firm use? What types of pricing tactics have you observed? Market share or profit maximization? Price skimming or penetration pricing? Etc.
3. Place (Distribution): What distribution channel does your firm use to get your brand to consumers? The answer should go beyond describing “where you buy the product” to how the product gets from where it is manufactured to the consumer. Describe not only the delivery method but also describe the systems used and entities involved.
4. Promotion: What is the promotional mix used by your firm? Advertising is one component of promotion, but you should also discuss any incentives, marketing campaigns, promotional events, etc. How does the firm “get the word out” or “create a buzz” about their product(s)? 5. Part 1: If your firm hired you as a marketing consultant, how might you change the Marketing Mix for your Brand? Why would you make those changes? Part 2: If you were a competitor, what might you do differently to take away market share from your Brand? Note: You MUST answer these 2 questions and put some thought into it. (Simply answering “Company does an awesome job of marketing and I wouldn’t change anything” isn’t a sufficient answer.) The completed assignment must be typed; no hand-written assignments will be accepted. Final papers should be a minimum of 2,500 original words (approximately 3 to 5 pages, depending on your font size, margins and line spacing). Better papers with multi-paragraph, thorough answers will be longer and will result in a higher grade. Note: MS Word usually gives you a “word count” in the bottom, left corner of the program window (on the status bar). You may choose to restate portions of the text from this assignment in your paper, but if you do those words will not count towards your word count. Additionally, any quotations will not count towards your word count. Any plagiarism or violation of academic integrity will result in an “F” grade. If you are repeating this course, you must complete a new project. Use proper citations (MLA or APA style) if you cite another’s work. Papers will be evaluated using Turn-it-in.com anti-plagiarism software. If you have any questions about how to do proper citations, contact the Writing Center or your professor; ignorance will not be an acceptable excuse.
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