Understanding Target Markets

? ? The document attached MK 1ID is the first assignment that started the project. Please read the paper to understand the project and company to complete this assignment. ? ? The second attachment is the grading scale!Purpose of Assignment To develop effective relationship
marketing, a company must first understand its targeted consumers’
buying influences and behaviors. This week’s assignment is the first
part of the development of a marketing plan. It provides the foundation
of the marketing plan and introduces the student to a variety of
diagrammatic tools for understanding a business. Assignment Steps To develop effective relationship marketing, a company must first
understand its targeted consumers’ buying influences and behaviors. In
Week 2, create the Research section of your plan. Create the research section of your marketing plan in minimum of 700 words.Include at least 3 elements of the Research List of Topics (see list below):Research List of Topics:Primary ResearchSecondary ResearchConsumer AnalysisCustomer ProfileContinuous Consumer Monitoring & ResearchEnvironmental ScanningIdentify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological ForcesCurrent OpportunitiesPotential Future OpportunitiesCurrent ThreatsPotential Future ThreatDiagrams are not required but can be used to provide clarity and
conciseness. Diagrams (and subsequent discussion) can include SWOT
(emphasizes internal market–Strengths, Weakness, Opportunities,
Threats) TOWS (emphasizes the external market–Threats, Opportunities,
Weakness, Strength), PEST (Political, Economical, Social,
Technological), SOAR (Strengths, Opportunities, Aspirations, Results),
and/or STEEP (Social, Technological, Environmental, Economical,
Political). All diagram(s) should be in APA format and must include a
subsequent discussion of the diagram(s) providing insight and clarity.Develop the first two parts of the Target Market
section, which includes an overview of the demographics (age, income,
family members, and birthdays) and psychographics (activities,
interests, and opinions) analysis. This is not a detailed analysis but
an overview (basic trends and insights from the data that is presented
in annual reports and other SEC type filings).Explain the insights you have gained from your
inspection and analysis of the demographic and psychographic information
you have found. Cite a minimum of three peer-reviewed references.
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Running head: MARKETING ANALYSIS
1
Marketing analysis
Brandon Dennis
Dr.OGGS
December 18,2017
2
MARKETING ANALYSIS
Part one
MARKETING ANALYSIS
Looking at YTD of (Jan-June 2016 vs. Jan-June 2015) one can point out the area of
decrease or increase in revenue. The international sales which comprises 11% of the total sales in
global breakout indicate that it essential to increase efforts towards international marketing
tactics. The case is similar to April, May and June 2016 vs. April May June 2015 and June 2016
vs. June 2015. The domestic market in those months has witnesses increase in revenue, unlike
the international market. The class of customer referred as commercial has witnessed an increase
in revenue while education and other have seen a drop in revenue. Customer rank referred to as
expanding have seen an increase in sales while non-coded and acquire seen a decline in sales.
ABC Corporation has recorded an increase in the sale while euro and Francisco and sons have
seen a drop in sales.
From the data, the trends evident are that global sales breakout for intentional customers
has recorded reduced revenue while for domestic have been on the rise. Customer rank referred
to as ranked have a consistent trend of increased revenue while non-coded and acquire
documented a steady pattern of reduced sales. Commercial customer class has recorded a trend
of increased revenue while education and others have witnessed a trend of decreasing sales.
Euro, Francisco and sons, and check Gmbh have documented a consistent pattern of reduced
revenue of 1% among the top customers while ABC corporation has recorded a steady trend of
increased as revenue of 4%to 5%.
MARKETING ANALYSIS
3
In this company formulating marketing strategies is essential. The insight that gives the
company reasons for formulating the marketing strategies are stagnated sales. The international
market has stagnated revenue of 11%, 13% and 14% across the months under analysis. This is a
clear indication that effective marketing strategies are needed to grow those sales and increase
revenue. On the other hand domestic market has witnessed constant revenue of 89%, 87%, and
86%. This means that the marketing strategies in place should be followed to ensure revenue
doesn’t drop. Revenue from commercial customers has not recorded significant growth between
2015 and 2016 which means that effective marketing strategies are needed to grow the revenue.
Revenue from non-coded customer rank has been the lowest which indicates that the company
should formulate marketing strategies to reverse the trend.
If I were the SVP, I would build marketing strategies and goals to ensure the growth of
revenue. I would develop marketing strategies regarding international market which identifies
tools which the company can use to fight competition and gain a greater market share. I would
also draft proper marketing goals which address education and other class of customers to ensure
an increase in revenue. This would improve the effectiveness of marketing message to partners
and customers. Marketing strategies and goal would provide a platform for all marketing
campaigns. After looking at the way, revenue has recorded little growth both in top customer,
rank customer and customer class it is essential for the company to develop robust marketing
strategies with the aim of increasing revenue with more significant margins. Proper marketing
strategies and goals are critical to ensuring the company builds an in-depth and authentic
reputation among all types of customers. This would provide an increase in sales margin.
4
MARKETING ANALYSIS
Part two
The company selected is called Unilever which is multi-national and engages in
marketing and production of hygiene, nutrition, and personal care products. Unilever Company
operates through various segments which are foods, personal care, home care and refreshment.
The company was founded in 1930, and its headquarters is based in Netherlands, London, United
Kingdom, and Rotterdam. The product selected is the dove, a personal care product owned by
the company. The company’s market capitalization in May 2017 is $143.9 Billion. Unilever’s
website page is http://www.unilever.com (Unilever). Currently, the company has one hundred
and sixty-nine thousand employees. In May 2017 the company had the sale of $58.31 billion.
Unilever Chief Executive Officer is called Paulus Gerardus J. Polman. Soap makers lever
brothers and margarine producer margarine unie are the founders of Unilever Company. The
company revenue stands at €52.71 billion. The dove which is the selected product from Unilever
is manufactured in many countries such as Brazil, China, Israel, South Africa, unites states
among other countries. The product is sold in more than eighty countries where it is offered to
both men and women. Dove product line includes body wash, hair care, deodorant beauty bar,
facial care product and lotions (Unilever).
5
MARKETING ANALYSIS
Reference
http://www.4-traders.com/UNILEVER-NL-6290/company/
Understanding Target Markets Grading
Guide
MKT/571 Version 10
Marketing
Copyright
Copyright © 2017, 2016 by University of Phoenix. All rights reserved.
University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.
Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All
other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended
to imply endorsement, sponsorship, or affiliation.
Understanding Target Markets
Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Understanding Target Markets
Grading Guide
MKT/571 Version 10
Individual Assignment: Understanding Target Markets
Purpose of Assignment
To develop effective relationship marketing, a company must first understand its targeted consumers’ buying
influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It
provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for
understanding a business.
Grading Guide
Content
Student creates the research section of
his/her marketing plan and includes at least 3
elements of the research list of topics
provided here:
• Research List of Topics
o Primary Research
o Secondary Research
o Consumer Analysis
o Customer Profile
o Continuous Consumer Monitoring &
Research
o Environmental Scanning
o Identify Market, Economic,
Technological, Regulatory, Legal,
Social, and Ecological Forces
o Current Opportunities
o Potential Future Opportunities
o Current Threats
o Potential Future Threat
Any diagram(s) provided (not required) are in
APA format and includes discussion providing
insight and clarity.
Student develops the first two parts of the
Target Market section, which includes an
overview of the demographics (age, income,
family members, and birthdays) and
psychographics (activities, interests, and
opinions) analysis.
Student explains the insights he/she has
gained from his/her inspection and analysis of
the demographic and psychographic
information he/she has found.
The Research section is a minimum of 700
words in length.
Met
Partially
Met
Not Met
Comments:
3
Understanding Target Markets
Grading Guide
MKT/571 Version 10
Content
Writing Guidelines
Met
Met
Partially
Met
Not Met
Total
Available
Total
Earned
3.5
#/3.5
Partially
Met
Not Met
Total
Available
Total
Earned
1.5
#/1.5
5
#/5
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
Comments:
4
Grading Scale
Understanding Target Markets
Grading Guide
MKT/571 Version 10
Individual Assignment: Understanding Target Markets
Purpose of Assignment
To develop effective relationship marketing, a company must first understand its targeted consumers’ buying
influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It
provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for
understanding a business.
Grading Guide
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
Student creates the research section of
his/her marketing plan and includes at least 3
elements of the research list of topics
provided here:
• Research List of Topics
o Primary Research
o Secondary Research
o Consumer Analysis
o Customer Profile
o Continuous Consumer Monitoring &
Research
o Environmental Scanning
o Identify Market, Economic,
Technological, Regulatory, Legal,
Social, and Ecological Forces
o Current Opportunities
o Potential Future Opportunities
o Current Threats
o Potential Future Threat
Any diagram(s) provided (not required) are in
APA format and includes discussion providing
insight and clarity.
Student develops the first two parts of the
Target Market section, which includes an
overview of the demographics (age, income,
family members, and birthdays) and
psychographics (activities, interests, and
opinions) analysis.
Student explains the insights he/she has
gained from his/her inspection and analysis of
the demographic and psychographic
information he/she has found.
The Research section is a minimum of 700
words in length.
Comments:
2
Understanding Target Markets
Grading Guide
MKT/571 Version 10
Content
Writing Guidelines
Met
Met
Partially
Met
Not Met
3.5
#/3.5
Partially
Met
Not Met
Total
Available
Total
Earned
1.5
#/1.5
5
#/5
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
Comments:
3

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