Final Team Project Introduction

Marketing Strategy

1-1. Selecting and Introducing a Product or Service

Fundamental information

Corporate information
Specifications of the product or service
Background of selection
Significance

1-2. Selecting and Introducing the Competitor

Fundamental information

Corporate information
Specifications of the product or service
Background of selection
Significance

Final Team Project Environmental Analysis

Marketing Strategy

2. Analyzing Marketing Environment

Analyzing marketing environment(s) influencing the
development of marketing strategy for the selected
product/service and the competitor

Demographic
Economic
Natural
Technological
Political
Cultural

Information source(s) for the analysis

Secondary data
Interview
Media information, etc.

Final Team Project Environmental Analysis

Marketing Strategy

3. SWOT Analysis (Your Company vs. Competitor)

A scan of the internal and
external environment is an
important part of the
strategic planning process.
The SWOT analysis provides
information that is helpful in
matching the firm's resources
and capabilities to the
competitive environment in
which it operates.

Final Team Project Current & Future Strategy

Marketing Strategy

4. STP & 4Ps Analysis

Analysis

Your Company vs.

Competitor

4-1. STP Analysis

Segmenting

(Current vs. Future)

Targeting
Positioning

4-2. 4Ps Analysis

Product Strategy

(Current vs. Future)

Price Strategy
Place Strategy
Promotion Strategy

Final Team Project Current & Future Strategy

4. STP & 4Ps Analysis

Marketing Strategy

(Continued)

Major components of 4Ps Analysis (Chapter 2, Slide #25)

Final Team Project Strategic Direction(s)

Marketing Strategy

5. Future Strategic Direction(s)

The marketing strategy focuses on particular target market
segment(s) and makes it clear what 4P characteristics are
required for successfully satisfying customer needs by
developing new positioning map.
Future direction(s) of the new marketing strategy
are required to build and maintain competitive
advantage in the long term perspective

Final Team Project Requirements

Marketing Strategy

Final Presentation Guidelines

1. Schedule

4/30: Project Instruction & Scheduling

5/21: Presentation Series 1 (1 team)

5/26: Presentation Series 2 (2 teams)
5/28: Presentation Series 3 (1 teams)
6/2: Presentation Series 4 (3 teams)
6/4: Presentation Series 5 (1 teams)
6/9: Presentation Series 6 (2 teams)

2. Project Evaluation Criteria

1)

Team Project Contents Evaluation (70%)

2)

Team Project Presentation Evaluation (30%)

A.
B.
C.
D.

Competitiveness and Freshness (25%)

Sufficiency, Quality, and Accuracy (25%)
Compliance with Guidelines (25%)
Marketing Implications for Business & Society (25%)

Final Team Project Requirements

Final Presentation Guidelines

Marketing Strategy

(continued)

3. Requirements
1) Submission(s)

Submit only the summary of slides prior to each team presentation!

Peer evaluation form

2) Presentation Format

15 minutes formal presentation plus 5 minutes Q&A session.

All members should participate in the oral presentation.
Using a variety of audio/visual materials is highly recommended.
One discussion team will be randomly assigned in the class.

3) Professor Support

An official meeting time with the professor

The team leader will be responsible for setting up the schedule.