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1. Based on your own intimate understanding of this organization, interviews with employees or volunteers, and your reading of materials (annual report, brochures, website, etc.), assess the extent to which this firm follows the philosophy behind the marketing concept (see textbook, page 9) and New-Era orientation (see textbook, page 20). What specific observations or findings led you to draw your conclusions? (10 marks)
2. What type of value (from a marketing perspective) does this organization create for customers? What marketing mix (product, price, distribution, and communication) decisions has it made to create this value? (See the Introduction to Topic 1.1). (10 marks)
3. Describe two ethical and/or social issues that affect this organization. What, if anything, does this organization do to respond to or address these issues? What else could it do to be more socially or ethically responsible? (10 marks)
1.2: SWOT Analysis (30 marks)
- The depth (detail) of the SWOT analysis
- Your understanding of the internal vs. external environment
- Strategic insight of SWOT analysis marketing mix (4Ps) implications
- Justification for the most important internal environmental SWOT observations and implications
Read the Ginch Gonch Case summary on page 524 of the textbook and watch the video “Ginch Gonch” on the MyMarketingLab website. Using the SWOT framework described in Module 2 overview, do a SWOT analysis of this company, identifying at least six relevant factors (facts or observations) in the internal environment (indicate which ones are strengths and which ones are weaknesses) and six relevant factors in the external environment (indicate which ones are opportunities and which ones are threats). Ensure you identify strengths, weaknesses, opportunities, and threats separately.
As you complete your SWOT analysis, be sure to describe the strategic marketing implication (product, price place, promotion) of each of the facts or observations you think are important in the internal and external environment (i.e., explain why each fact or observation is important to understand). You might also want to Google this brand and visit some of the related websites for further insights.
When you have completed your SWOT analysis, review it to decide and report which four internal environmental facts or observations do you think are the most important to understand when developing a strategy for the Ginch Gonch Company, and why.
The marks will be allocated as follows:
1. SWOT Analysis: internal environment factors (6 marks) and implications (6 marks)
2. SWOT Analysis: external environment factors (6 marks) and implications (6 marks)
3. Four most important internal environment factors and rationale (6 marks)
1.3: Segmentation and Positioning Concepts (40 marks)
1. Develop a segmentation scheme for the automobile industry in your country of residence. Using benefit segmentation, behavioural segmentation, or some other basis of segmentation, identify at least four of the major groups of consumers in this market that are evident to you. Justify, from a marketing perspective, (explain) why your segmentation scheme is an appropriate one, using the criteria in Figure 3.2 (page 77). (5 marks)
2. Choose three of the segments that you have identified and develop a rich profile for each of those segments in point-form, using all of the major headings in Figure 3.5 (page 93) in the textbook. Indicate with an asterisk (*) the characteristics or attributes of each segment that are assumptions that you would want to test with research. (15 marks)
3. Generate at least three ideas for how the marketing mix strategy of an auto manufacturer might be different for each of these three segments based on your profiles. Provide three ideas across the marketing mix for each segment. (6 marks)
4. Assume the role of the marketing manager for a car brand (you can decide which one and whether is it a model brand such as a Honda Civic or a variant such as a Honda Civic CRV. Identify the role you are assuming, and then choose which segment you would focus on as your primary (most important) segment. Provide rationale for why this segment is more attractive than alternative segments you rejected. (6 marks, 1 for each rationale)
5. Identify three car brands/models that are currently positioned to be attractive in one of the segments you profiled in Assignment 1.3.b. Describe how these brands/models are positioned by identifying 1) at least three ways in which the brands/models uniquely appeal to customers in this segment or are more attractive than their competitors and 2) at least three ways the three brands/models in this segment differ from brands/models competing in other segments. (6 marks)
Based on your answer to question 1.3.e, develop two positioning maps that illustrate how these car brands/models are positioned in your country. (2 marks)
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