MKT 501 Trident Module 2 GMS Strategic Marketing Case Analysis

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Module 2 – Case
PROMOTION MANAGEMENT & SWOT ANALYSIS
Assignment Overview
The Marketing Plan: GAP Analysis
Every business should determine its own standards for
success when evaluating the attractiveness of a market,
since every industry has its unique circumstances. Criteria
that influence Segment Attractiveness include:



Market Growth (Market Size, Growth Rate, Market Potential)
Competitive Intensity (Number of Companies, Ease of Entry,
Substitutes)
Market Access (Customer Familiarity, Channel Access,
Company Fit)
While benchmarking based on criteria is beneficial in
capturing the qualitative aspects of a market situation, the
profit potential must also be assessed for all segments
deemed attractive based on their market attractiveness
indexes.
Segmentation Application




Provide a brief description of your chosen product/service.
(This should be used throughout the class.)
Analyze customer needs for the target product
Discuss Segmentation Strategies based on two real
competitors’ market position
Devise a niche marketing strategy that would be appropriate for
your company’s product.
Gap Analysis, Benchmarking & Competitive Advantage


Implement a Gap Analysis of Two Competitors. Discuss how
the findings would be used.
Develop Competitor and Competitive Benchmarking.
Competitor benchmarking involves identifying a
business’s main competitors and then
comparing itself against them in key
performance areas. Competitive benchmarking
involves going outside a business’s market or
industry to study a company that excels in an
area where the business is deficient.
Devise Strategies to Achieve Competitive Advantage for the
Company
o

This is the main part of the assignment and requires
extensive critical thinking. Do not rely on summarizing
information; instead explain based on the definition of each
virtue and vice how they apply to your chosen leader. Use
your library articles to provide support for the analysis. Use
the template and divide your paper into clear sections with
headings based on each of the virtues and vices you are
discussing.
Using articles primarily from Trident Online Library’s full-text
databases (like Academic Search Complete, Business
Source Complete, and/or ProQuest Central), research the
chosen topic and create a well-balanced 4- to 5-page
submission that demonstrates evidence of critical thinking.
Remember that this means your paper should not be just a
summary of the articles and book chapters that you read,
but rather an in-depth analysis that is supported by quality,
professional, and graduate-level research.
Do not use any quotations. Since you are engaging in
research, be sure to cite and reference the sources in APA
format. The paper should be written in third person; this
means words like “I”, “we”, and “you” are not appropriate.
For more information see Differences Between First and Third
Person.
Use the attached APA-formatted template (MKT501 Case2) to
create your submission.
*My chosen product/service falls under Criminal Justice and Safety it is a
Security Consulting Company named Global Master Security (GMS).*
Assignment Expectations
Your submission will include:



Trident University International’s cover page
A 4- to 5-page paper with APA citations (2- to 3-sentence
introduction, body and 2- to 3-sentence conclusion)
The reference list page in APA format
Running head: STRATEGIC MARKETING MODULE 2 CASE
Trident University International
Student Name
Strategic Marketing Module 2 Case
MKT501: Strategic Marketing
Dr. Gordon Leichter
Date of Submission
1
STRATEGIC MARKETING MODULE 2 CASE
2
Strategic Marketing Module 2 Case
This is your 2-3 sentence introduction. No heading is required. Remember to always
indent the first line of a paragraph (use the tab key). The margins, font size, spacing, and font
type (bold or plain) are set in APA format. While you may change the names of the headings
and subheadings, do not change the font or style of font. This introduction should provide a
quick overview of the topic discussed.
Product
Provide a quick overview of the product or service you created. Even though you
have “created” a product or service, the applications and research in this section will be real.
Target Market Customer Needs
Analyze customer needs for the target product
Segmentation Strategies
Discuss Segmentation Strategies based on two real competitors’ market position
Niche Marketing
Devise a niche marketing strategy that would be appropriate for your company’s
product.
Gap Analysis 1
Implement a Gap Analysis of Two Competitors. Discuss how the findings would be
used.
Gap Analysis 2
Implement a Gap Analysis of Two Competitors. Discuss how the findings would be
used.
Benchmarking
STRATEGIC MARKETING MODULE 2 CASE
3
Develop Competitor and Competitive Benchmarking. Competitor benchmarking
involves identifying a business’s main competitors and then comparing itself against them in
key performance areas. Competitive benchmarking involves going outside a business’s
market or industry to study a company that excels in an area where the business is deficient.
Competitive Advantage
Devise Strategies to Achieve Competitive Advantage for the Company.
Conclusion
This is your 2-3 sentence conclusion. Remember this is the last thing your reader will
hear.
STRATEGIC MARKETING MODULE 2 CASE
4
References
This listing should be in alphabetical order. Below are a few examples of reference list
entries. The following list needs to be removed before you submit the paper.
Journal in online library (be sure that you give the specific library database for
journal articles that you have retrieved from the library, e.g., Proquest, EBSCO – Academic
Search Complete, EBSCO – Business Source Complete, IBISWorld, etc.):
Last name, Initials. (yyyy of journal volume). Title of article. Title of Journal, volume
number,(issue number), pages. Retrieved from [insert name of library database]
Example:
Borgerson, J. L., Schroeder, J. E., Escudero Magnusson, M., & Magnusson, F. (2009).
Corporate communication, ethics, and operational identity: A case study of Benetton.
Business Ethics: A European Review, 18(3), 209-223. Retrieved from Proquest.
Book in online library:
Last name, Initials. (yyyy published). Book title. Retrieved from [insert name of library
database]
Example:
Johnson, R. A. (2009). Helping really fat dogs. Retrieved from EBSCO eBook Collection.
Newspaper in online library:
Author last name, first initial. (YYYY, MM DD). Name of article. Title of Newspaper,
pages. Retrieved from [name of library database].
Example:
Dee, J. (2007, December 23). A toy maker’s conscience. New York Times Magazine, 34-39.
Retrieved from EBSCO – Academic Source Complete.
Websites
APA end reference for a website – with author:
Author. (Year [use n.d. if not given]). Article or page title.
Larger Publication Title. Retrieved from https://urladdress
Example:
Shiva, V. (2006, February 12). Bioethics: A third world issue. Nativeweb. Retrieved
STRATEGIC MARKETING MODULE 2 CASE
from https://www.nativeweb.org/pages/legal/shiva.html
APA end reference for a website – with no author:
Title of article. (Year [use n.d. if not given]). Website Title. Retrieved from
https://www.website-name/ABCDEFG-12345
Example:
Media giants. (2014). Frontline: The Merchants of Cool. Retrieved from
https://www.pbs.org/wgbh/pages/frontline/shows/cool/giants/
5

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