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Assignment on Marketing Mix and Targeting Strategy

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Assignment on Marketing Mix and Targeting Strategy

Individual Course Project (16% of final course grade)
Marketing Mix and Targeting Strategy
Due by 11:59 PM EST on Thursday May 16th
, 2019

Select a luxury or niche brand whose products/services you are familiar with. Please be sure to
email me your brand selection for approval, prior to starting the project.
Examine the brand’s marketing mix (product/price/distribution) and how the brand leverages
target marketing to further their brand. Your report must include (but is not limited to) a
critical analysis of its marketing mix and its targeting strategy to improve its position in the
market, and strengthen its relationship/connection with its customers.
Project Requirements
Your report must include a minimum of eight (8) pages of content, and no more than
twelve (12) pages of content. Not including your cover page, appendix, or references.
Written in a size 12 font and double spaced.
Be sure to write for a business executive. This means concise, third person, formal
The report must include research/references to support your findings.
Your report must be broken down into the specific sections/headings below:
1. Executive Summary: An executive summary should highlight some key
findings and suggestions to motivate a reader to read the report.
[No more than 1 Page]
Tip: Craft this after you have completed all other sections
2. Introduction: Introduce the company, mission statement, product/
services they market, major competitors, online presence (including
social media). [No more than 2 Pages]
3. SWOT Analysis – Brand: Use Table A2.3 on page A39 (Appendix) of your
textbook as an example of how it should be laid out.
4. Marketing Mix: Provide a summary that highlights the corresponding
strategy for each brand element below.
a. Product(s)
b. Price
c. Distribution
Critical Analysis – Marketing Mix: What are they doing right, and what are
opportunities for improvement? [Minimum of 1 Page]
5. Targeting Strategy: Provide a summary covering each element below
a. Who are they targeting?
b. How are they promoting their products/services?
6. Critical Analysis – Targeting Strategy: What are they doing right,
and what are opportunities for improvement?
7. Conclusion: Do not just summarize the key points of your report.
Your conclusion should offer the reader a new way of thinking about
what you have said in your report. [No more than 1 page]
8. Appendix: On a separate page(s) include any relevant
advertisements, media screenshots, etc in this section. [Does not
count toward the report minimum of 8 pages]
9. References: Cited on a separate page. [Does not count toward the
report minimum of 8 pages]
As an FYI, Appendix 2 in your course textbook offers a sample Marketing plan
which shares some of the items required for this paper.
Please reach out to me with any questions and/or if any part of this assignment is
not clear.
Professor Jamie Molina


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