Project

Pick a fast food company (ex. Wendy's, McDonald's, etc.), a beverage (ex. Mountain Dew, Miller Lite, etc.), or an automobile manufacturer and model (Ford Taurus, Toyota Tacoma, etc.).

1. Identify the overall marketing philosophy (Marketing, Sales, Production)

2. Identify the target market (may be multiple if different product lines)

3. Identify and evaluate the company's marketing mix

a. Product decisions for main products

• i. Quality (perceived versus competitors)
• ii. Packaging
• iii. Design
• iv. Product life cycle
• v. Product mix
• vi. Branding
• vii. Customer service

b. Price

• i. Strategy
• ii. Use of discounts

c. Place (Distribution)

• i. Type of channel

d. Promotion

• i. Strategy and mix
• ii. Medias used
• iii. Effectiveness

4. Who are the primary competitors?

5. Identify and evaluate 4 marketing environment trends. What threats and opportunities will these trends present to the company? (SWOT - pg 52)

6. What is the company's core competency or competitive advantage?

7. How do they try to create or improve customer value?

8. Does the company use a web site in the marketing mix and if so, how effective do you think it is? How could the company better use its web site?

9. What recommendations would you make to the company to improve its marketing efforts?