Overview
Instructions:
There are four questions in total. The exam below references the following case: Pets.com Inc: Rise and Decline of a Pet Supply Retailer The Exam is due on Saturday by 11:59PM. PLEASE NOTE: Late submissions will not accepted. No exceptions. Exams must be submitted via Canvas using the link provided. Only submissions made using the link will be accepted. PLEASE NOTE: After the due date and time pass the submission link will no longer appear and will not be accepted. Please plan accordingly. Where appropriate, give examples and be specific in your answers. Each point mentioned should be justified/supported with examples and/or outside sources where appropriate (assume that the reader does not understand the concepts and theories and you have to explain them to him/her). Your answers should logical, in-depth, substantive and in your own words. The exam should not be viewed as an exercise in copy and paste from the Internet, artificial intelligence or any other source. While the material covered in class and text should be integrated into your answers, you required to incorporate at least 2 additional outside credible sources. Please note: Credible outside sources are considered to be those beyond the textbook and the case itself. Be sure to cite the additional sources used. Please follow the APA style when writing your analysis. Reference list should be attached at the end of the document. Label each question with its number in addition to each section (i.e. a., b. etc). Please check your spelling and grammar as points will be deducted for mistakes of this nature. Please don’t forget to type your name on the top of your answer sheet and include your name in your file name (e.g, Adam Smith_MBA646 final.doc) Final Exam: Please read the case Pets.com, and analyze the case based on the following questions in order to rejuvenate the marketing strategies for Pet.com. 1. Please provide a thorough SWOT analysis with detailed and logical reasoning for each item of the SWOT you have identified. 2. Based on the SWOT analysis, please (a) identify at least 2 new target markets (be specific in your description of the target markets) and (b) develop positioning statement(s) for each new target market identified. In addition, you need to (c) justify why such targeting and positioning strategies are chosen. (Hint: Remember the discussion of positioning statements in Module 3) 3. Provide at least two new objectives for the new marketing mix strategy to rejuvenate the existing unsuccessful marketing strategy. (Hint: New objectives do not include increasing any of the following: brand/customer loyalty, brand/customer awareness revenue/profit as these are constant organizational objectives and thus are not new.)
Remember the criteria and format for writing good objectives (S.M.A.R.T.). Please explain and justify your objectives. 4. Based on your objectives in question 3, please provide at least three supporting tactics for EACH of the four elements of marketing mix. (Hint: Remember the discussion of tactics in Module 4). Please explain and justify each tactic.