Marketing for Consumer Packaged Goods Businesses
Competencies Addressed in This Assignment and Aligned to Learning Outcomes
The following competencies align with indicated learning outcomes and each criterion for the assignment aligns with a competency.
Competency 1: Formulate a comprehensive strategic marketing plan.
Create a marketing plan.
Competency 2: Analyze the process for developing a global marketing strategy.
Competency 3: Elaborate on the relevance of the marketing mix in a digitally-driven global economy.
Create a marketing plan.
Build and sustain long-term customer relationships.
Assess how to identify markets.
Competency 4: Integrate ethical marketing practices into marketing strategies.
Build and sustain long-term customer relationships.
In the first 3 weeks of the course, you studied the fundamentals of the marketing discipline. You established a baseline of knowledge in the field to help you understand how an organization should carry out its marketing activities. Using this newly gained knowledge, you now have the opportunity to discuss and evaluate the marketing of a publicly traded company, or one with which you are familiar with their marketing programs.
In 1,800 words, discuss the strategy and marketing variables used by a company that sells products in the Consumer Packaged Goods (CPG) category. Some companies in this category are P&G, Coca-Cola, and General Mills. Examples of what you may cover include how they identify new markets and products, how they segment customers, or even how they execute their advertising.
For this assignment, within the context of the Consumer Packaged Goods (CPG) category complete the following criteria:
Conclude how effectively the firm uses the different components of the marketing mix to identify and grow its markets.
Evaluate the firm’s marketing plan within the context of the overall strategic plan.
Appraise how the firm integrates a digital platform into its over marketing strategy.
Summarize how well the firm is positioned for future growth given the evolution of the consumer base.
Illustrate ethical marketing practices integrated into the components of the marketing mix
