Overview
Introduction:
This portfolio work project, a marketing mix project, will help you demonstrate competency in developing the elements of the marketing mix using the 7 "P"s of marketing and the 5 "S"s of digital marketing models. This project will also allow you to demonstrate your understanding of how the marketing mix influences customer loyalty.
Scenerio:
For this assessment, choose either Option 1 or Option 2. You do not need to do both. You will apply one of these scenarios in the Requirements below. Both options will be graded using the same rubric.
OPTION 1
You are an owner of Spokin’ Wheels, a locally owned bicycle shop with two locations. While your original location has been in business for several years, your second location has only been open a few months. The bicycle shops sell new and previously owned major brand bicycles. The shops also provide repairs, offer a small line of bicycle accessories and clothing, and organize group rides on Sunday mornings. You and your business partner both want to have a solid understanding of the marketing mix before creating a broader marketing plan.
OPTION 2
Use a firm or scenario of your choosing. Before choosing a company, read the assessment requirements thoroughly to ensure:
The company fits the assessment requirements.
You can complete your assessment without disclosing confidential company information.
Your role
OPTION 1
You are one of two owners of Spokin’ Wheels. Your background is primarily in marketing. Your business partner's background is in operations. While she is focused on making the internal customer-facing processes as efficient as possible, you are working on defining the marketing mix.
- OPTION 2
Your boss, a director, has tasked you with a marketing mix project. He is relying on you to prepare an analysis that can be presented to the executive team of the company.
- Requirements:
Include the following in your marketing mix project:
Create a marketing mix for the selected company. Use the 7 "P"s of a marketing framework and include the following for each:
Create a digital marketing mix for the selected company. Use the 5 "S"s of a digital marketing framework and include the following for each:
Use data to support the marketing and digital marketing mix decisions for the selected company. Ensure the data used in your decision making is relevant and appropriate.
Analyze which marketing mix and digital marketing mix elements will have the greatest impact on customer loyalty. Why?
Deliverable Format
REQUIREMENTS:
The marketing mix project must be at least 12 pages in length, in addition to the title and reference pages.
RELATED COMPANY STANDARDS:
The marketing mix project is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs.
Include at least two properly cited visual elements (for example, a table, figure, or picture).
Use at least six scholarly or academic sources, where applicable, one of which must come from the Wall Street Journal, Forbes, or MIT Sloan Management Review.