Overview
When completing this assignment, review the Pulse candy reading. The link to the Harvard Business Course pack for this Pulse candy project reading is: hbsp.harvard.edu.It is the Strategic marketing section by Dr. Lisi. ,or JWU - ELisi - MRKT5500, Summer 2, 2024.
APA 7th Edition.
- This week you will conduct a marketing audit of Pulse Candy, where you will review their marketing activities. Pulse Candy is the company you will be working on for your group's semester project. This assignment will introduce you to the company and will provide the backbone of your analysis for the semester project on Pulse Candy. This is a group project and you will work in the groups that you chose in week 1. Based on the Marketing Activities exhibit 9.6, page 256 of the textbook, conduct a marketing audit of Pulse Candy, focus in on the first section, Marketing Activities and complete the following three questions:
- In what specific marketing activities is the company currently engaged?
- Are these activities conducted solely by the company, or are some provided by outside contractors (either domestically or offshore)? If outside contractors are used, how are they performing? Should any of these outside activities be brought in-house?
- What marketing activities do its competitors conduct that Pulse does not offer? What additional marketing activities do customers want, need, or expect?
Review sections 2 through 6, you might not know about the customer service or marketing personal - however you can utilize social media to evaluate if you can answer any of the other questions, if so include those answers. For example if you see a number of online complaints about a specific issue that could mean there is an issue with their customer support systems, or possibly a quality issue with a product, etc.. You want to critically analyze Pulse Candy's social media to see where there is a shortfall happening within their marketing activities. You can use the databases provided in the Library Research & Help to conduct additional research on Pulse Candy's marketing activities. The following databases may prove particularly useful:
Business Source Complete
- Statista
- Brand Catalyst
- Take your answers to the three questions and any additional evidence you have found in regard to sections 2 through 6 and turn your results into a visual presentation using Canva, which provides templates for creating visual marketing audits. Since there will be no audio recording to accompany what you create in Canva, you'll need to let the slides convey your responses to the three questions. But please don't just provide what you would put otherwise put in a Word document. Make it a presentation... graphics, color, etc. to engage your audience. If you like, you can use "infographic-type" images to support your slides. Submit at least 6 Canva slides but no more than 12. Although you are not yet identifying exactly what your new product will be nor who your target audience for it will be, you should be thinking about that as you complete this week's assignment, per the project guidelines that were provided in Week 1... and also attached above.