Scenario: Lee is the owner of Lee’s Computer & Cellphone Repair which is located in Atlanta, Georgia. Lee has now hired you to design the basic components of a marketing strategy for her business.
Instructions: Summarize a marketing strategy for Lee’s addressing each part. 1 – 6 (2pgs) – CITE APA-7 style scholarly references only
Checklist: Your paper should include headings, an introduction, and a conclusion
PART 1 – 3
Part 1: Mission
Write a marketing-oriented mission statement for Lee’s business.
Part 2: SWOT Analysis (use the table below)
Organization Inner Strengths and Weaknesses + External Opportunities and Threats:
DEFINE & Describe methods that Lee could use to identify her internal Strengths and Weaknesses. Explain your answers
DEFINE & Describe external Opportunities & Threats. APPLY 6 environmental factors to the external SWOT. (1) Economy (2) Market dynamics (3) Technological advances (4) Competition (5) Political environment (6) Legal constraints
SWOT: Strengths and Weakness of Lee’s Computer & Cellphone Repair
STRENGTHS WEAKNESSES
Insert 2-3 strengths here. Insert 2-3 weaknesses here.
SWOT: Opportunities and Threats for Lee’s Computer & Cellphone Repair
OPPORTUNITIES THREATS
Insert 2-3 opportunities here. Insert 2-3 threats to the business here.
How is technology being utilized in the Cellphone industry that might have a positive or negative impact on Lee’s business?
Identify Lee’s direct and indirect competitors and her competitive advantage against her direct and non-direct competitors in the city nearest to where you live.
Define the concept of sustainable competitive advantage and explain what advice you would give to Lee in her quest to build a sustainable competitive advantage.
Part 3: Marketing Objectives
Set marketing plan objectives for Lee’s business (see p. 25 of your text).
Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and relevant to the mission), and time-bounded).
PART 4 -6 (1 page)
Part 4: Marketing Strategy
Describe the target market strategy for Lee’s business. Paint a very clear picture of who Lee will be targeting for her product. For example: Appealing to an entire market, concentrating on one particular segment, or multiple market segments.
Explain the four strategies for growth: market penetration, market development, product development, and diversification. How can Lee use market penetration to increase her sales? Explain.
Briefly describe your marketing mix strategy: product (size, colors, packaging, use, etc.), place or distribution method, pricing, and promotion.
Part 5: Implementation
Using the concepts from the text, explain how you will turn your plan into a reality. For example: Detailed job assignments and activity descriptions.
Part 6: Evaluation
Using the concepts from the text, describe how you will evaluate your marketing strategy.
