MKT 500 Week 10 Scenario Marketing Plans and Putting all Together.docx

MKT 500 Week 10 Scenario: Marketing Plans and Putting all
Together.
Slide #
Scene #
Narration
Slide 1
Scene 1
[Ed, Samantha – Ed’s Office]
Ed and Samantha meet in the morning to discuss the next steps
in the tablet PC launch.
MKT500_10_1_Samantha-1: Good morning, Ed. How are you
doing today?
MKT500_10_1_Ed-1: Good morning, I’m great. I was just
looking over the work we’ve done so far for this launch. Things
are progressing quite nicely.
MKT500_10_1_Samantha-2: I can’t believe we’re already on
the final step of creating the marketing plan. I’m really proud of
the work we’ve done, and I’m excited to put it all together in a
written marketing plan.
MKT500_10_1_Ed-2: Yes, it is an exciting process. You have
been a tremendous help throughout this journey, so you should
feel proud.
I spoke with Carl earlier. He said that now that we have met for
the past ten weeks in and out of meetings he would like to see a
recap of your marketing plan.
MKT500_10_1_Samantha-3: Yes, I agree, Ed. Putting
everything together in a written plan is the ultimate goal of our

efforts. I have some ideas for where to start that I learned from
my Strayer classes.
See, a good marketing plan begins with an assessment of where
things currently stand for Golds Reling. This is called the
situation analysis, and is documented by the 5Cs. Marketers
draw on those Cs to develop segments and choose segments to
target, by using segmenting, targeting and positioning, which,
as you know, is abbreviated, STP.
The STP section of the marketing plan usually involves
summaries of marketing research. Marketing and financial goals
follow, which stipulate the objectives the company wishes to
achieve, as well as how success and ROI will be measured.
(Display SWOT graphic on screen)
MKT500_10_1_Ed-3: You’re right, Samantha. As you may
recall from your classes at Strayer, the first step in building a
marketing plan involves a corporate self-examination.
The company uses a SWOT analysis to determine its strengths.
It also decides on its goals. I’m sure you’ll also recall that a
SWOT analysis is a method that companies use to analyze the
strengths, weaknesses, opportunities, and threats to create the
foundation of a marketing strategy.
With the S and W, we’re characterizing the company: ‘What are
our strengths and weaknesses?’ With the O and T, we’re
characterizing the broader environment, such as the industry as
a whole, suppliers, or government: ‘What are the opportunities
and threats to our company?’ S and W are considerations
internal to the organization, whereas O and T are external and
beyond our control.
MKT500_10_1_Samantha-4: I do remember learning about

SWOT analysis at Strayer University. However, I’ve never seen
one actually implemented. Can you explain how we will apply
the SWOT analysis to help develop our marketing strategy?
MKT500_10_1_Ed-4: Sure. There are four factors that we will
consider when examining our strengths, weaknesses,
opportunities, and threats.
Slide 2
Interaction
Click the tabs for more information on Golds Reling’s SWOT
analysis.
Customer: As a part of gaining a better understanding of our
current business, we will also try to understand our customers
by collecting data on them. We will starts with studying
secondary data to know the background trends. Later on, we
will collect fresh data on our current customers, past customers,
potential customers, our competitor’s customers, and so on.
Context: With regard to context, we will assess the macro-
environmental issues we must attend to. Some common sample
questions that we should pose in order to understand the
business context include: what are we known for? Or what do
we want to become? We will revisit these questions when we
see changes in our environments or if we change our brand or
target segments.
Collaborators: We should also study the relationship we have
with our providers in the supply chain.
Competitors: By constructing and using a SWOT analysis, we
will be better able to determine our strength relative to other
providers in the market place.
MKT500_10_1_Ed-5: Click the tabs for more information on
Golds Reling’s SWOT analysis.

MKT500_10_1_Ed-5A: As a part of gaining a better
understanding of our current business, we will also try to
understand our customers by collecting data on them. We will
start with studying secondary data to know the background
trends. Later on, we will collect fresh data on our current
customers, past customers, potential customers, our
competitor’s customers, and so on.
MKT500_10_1_Ed-5B: With regard to context, we will assess
the macro-environmental issues we must attend to. Some
common sample questions that we should pose in order to
understand the business context include: ‘What are we known
for?’ and ‘What do we want to become?’ We will revisit these
questions when we see changes in our environments or if we
change our brand or target segments.
MKT500_10_1_Ed-5C: We should also study the relationship
we have with our providers in the supply chain.
MKT500_10_1_Ed-5D: By constructing and using a SWOT
analysis, we will be better able to determine our strength
relative to other providers in the market place.
Slide 3
Scene 1, cont.
MKT500_10_1_Samantha-5: I see. Thanks for that explanation,
Ed. I know that our team has written marketing plans for many
of our previous product launches. Do you think that Carl is
looking for how we are going to grow Golds Reling’s business?
MKT500_10_1_Ed-6: Yes, I do, but we need to take a deeper
look into the Golds Reling business model and growth
initiatives first. Let’s show Carl the Ansoff Product-Market
Growth Matrix.

As you review the figure, you can see that it shows all four
possible product and market combinations.
Slide 4
Interaction
Click the quadrants of the matrix for more information.
Market Penetration Strategy: In this scenario, marketers simply
encourage their current customers to purchase from them more
frequently. This strategy is low risk, but it might max out
quickly.
Market Development Strategy: Marketers using this strategy do
not offer new products but find a new use for their product
which suits a new customer segment, or they plan to advertise
through new outlets to reach different demographics.
Product Development Strategy: In this scenario, marketers
introduce new products to their current customers. This
approach is perceived to be a great way to really delight one’s
customers and strengthen their loyalty.
Diversification Strategy. This is the most difficult and riskiest
strategy in this framework. Marketers try to introduce new
products to new customers.
MKT500_10_1_Ed-7A: Marketers simply encourage their
current customers to purchase from them more frequently. This
strategy is low risk, but it might max out quickly.
MKT500_10_1_Ed-7B: Marketers using this strategy do not
offer new products, but find a new use for their product which
suits a new customer segment, or they plan to advertise through
new outlets to reach different demographics.
MKT500_10_1_Ed-7C: Marketers introduce new products to
their current customers. This approach is perceived to be a great
way to really delight one’s customers and strengthen their
loyalty.
MKT500_10_1_Ed-7D: This is the most difficult and riskiest
strategy in this framework. Marketers try to introduce new

products to new customers.
Slide 5
Scene 1, cont.
MKT500_10_1_Samantha-6: This is excellent, Ed. Carl will see
from the Ansoff Matrix that we are adopting the market
development strategy for our new tablets, which certainly
justifies our growth needs and why the new tablet computer fits
in with Golds Reling’s existing product offerings.
MKT500_10_1_Ed-8: Yes. Also, an important assessment in
strategic thinking is corporate identity with regard to Golds
Reling’s philosophy toward the marketplace.
In addition to SWOT and the Ansoff Matrix, we need to decide
whether Golds Reling shows tendencies toward either offensive
or defensive actions in our marketing plan, which are not
necessarily correlated with the size of an organization. In
offensive business strategies, the company attempts to take the
lead; however, in a defensive strategy, the company is typically
a follower, and often lacks the skills, resources, and
entrepreneurial spirit to be a leader in the industry.
For instance, a company with a large market share may have the
resources to take the initiative and lead the other players in a
new direction, which would be offensive action. However, small
entrepreneurial companies frequently create something new in
the marketplace that may elicit responses from other, bigger or
older, competitors. Such responses would be considered
defensive action.
The role that Golds Reling plays in the marketplace can change
over time.

MKT500_10_1_Samantha-7: I remember learning the term
“value-added” in my marketing classes at Strayer University. Is
this what you are referring to as it relates to the dynamics of the
marketplace?
MKT500_10_1_Ed-9: Yes! Value-added is a term used in
marketing today to measure a company’s worth and
competiveness in the eyes of the customer.
Furthermore, it is not clear that being first-to-market is always
a good thing. For example, launching really new products like
our tablet can be risky - adoption can be slow, and the
pioneering company can take quite a hit. In comparison, the so-
called “quick-follower companies” can learn from the leader’s
mistakes, and can benefit from customers learning how the new
offering might be valuable in their lives.
MKT500_10_1_Samantha-8: So what I think you are saying is
that Golds Reling wants to be a leader for some of its brands in
their respective markets, and more of a follower for its other
brands, but overall we must continue to focus on value-added.
Whether our orientation is on the offense or defense may vary
across our brand portfolio—mature, “cash cow” brands should
be treated carefully, whereas more risk can be taken with newer
ventures, like our tablet. This distinction depends on the
products’ life cycles and the stage of maturity of their
industries. Lastly, there are dynamics coinciding with the 5Cs to
take into consideration.
MKT500_10_1_Ed-10: Perfect. You’re totally right.
MKT500_10_1_Samantha-9: Very interesting, Ed. I think we
also need to understand the competitive forces that may affect
our tablet launch. Additionally, I think we need to present to
Carl a re-examination of strategic goals that we discussed in our
previous meetings. Our goals may need to be adjusted as a
result of changes in the external elements of SWOT, or when
observing the effects of the 5Cs on perceived opportunities and

threats.
MKT500_10_1_Ed-11: I’m glad you mentioned this, Samantha.
I have a video that we can watch that explains the five
competitive forces that shape strategy.
Slide 6The Five Competitive Forces That Shape Strategy
http://youtu.be/mYF2_FBCvXw
Slide 7
Scene 1, cont.
MKT500_10_1_Samantha-10: Thanks, Ed. From what I
understood from this video and from my classes at Strayer
University, a company can dominate its market in one of three
ways.
First, it can strive for cost leadership, producing goods and
services more efficiently than the competition. To deliver this,
the company should have resources such as easy access to
plentiful, good raw materials; cheaper labor sources; better
information or other technologies; and so on.
Second, a company might take the approach of differentiation.
This strategy is an attempt to distinguish one’s products as
unique in the industry. Differentiation may be fostered through
excellent quality in products and customer service, distinctive
design, exclusivity, or value-added bundled into the core
purchase, among other things.
The final approach is called focused. Whereas the cost
leadership and differentiation approaches are said to be broad,
the focused strategy is narrower. Companies using this strategy
often serve niche markets, and customers in that segment can be

very satisfied, very loyal, and rather price-insensitive.
MKT500_10_1_Ed-12: Right. The strategy is to win and retain
profitable customers. In writing our plan for Carl, as the “do”
or action part of the plan, Golds Reling must know itself, its
environmental context, its competitors, its collaborators, and its
customers - which are the 5Cs - before knowing where it wants
to go next or deciding there is a problem to solve or opportunity
to exploit.
At the end of the day, it is important for Golds Reling to keep
an eye on our goals. We need to be smart about launching our
new tablet. We can do this either by being consistent with our
current business or in using this new action to ultimately move
purposely through the positioning matrix.
MKT500_10_1_Samantha-11: Ed, you are correct. In the end,
the marketing plan is a document that should not only remind
the marketers about the corporate goals but should also be a
working document. It is important to remember that all of
marketing, both strategy and planning, is iterative.
In particular, Golds Reling must look for internal consistency
throughout the plan—it is critical for good branding and good
marketing that the whole of the plan be synchronous.
MKT500_10_1_Ed-13: As you already mentioned, marketing
plans are always works in progress. While they are intended to
keep everyone on track, they are also not rigid. Thus, as
situations change, Golds Reling must be able to modify the
marketing plan.
MKT500_10_1_Samantha-12: I think we are almost ready to
meet with Carl. What do you think?
MKT500_10_1_Ed-14: Yes, I agree, but there is one more thing
that we need to add to the plan. That is a marketing dashboard.
MKT500_10_1_Samantha-13: Why a marketing dashboard?

MKT500_10_1_Ed-15: This will please Carl, who’s a
“numbers” guy, and additionally, a marketing dashboard will
provide a visual image of the successes or failures of the new
Tablet launch. Marketing dashboards are poised to aid
marketers in the planning and execution of marketing
initiatives, as well as with the evaluation of those campaigns to
tie success or failure to overall financial performance.
MKT500_10_1_Samantha-14: That makes a lot of sense, and I
can see why we should include one. Let’s finalize this
information for Carl.
MKT500_10_1_Ed-16: Good idea. But before we do, I think we
should briefly recap the most important concepts we’ve covered
today.
Slide 8
Check Your Understanding
1. In the spirit of a SWOT analysis, a company’s strengths are
defined somewhat relative to_______.
a) Behavior of non-buyers
b) Other providers in the marketplace
c) Customer satisfaction levels
d) Competitiors’ misfortunes
Incorrect answer: A, SWOT is a strategic marketing planning
tool. It is not used to determine consumer behavior.
Correct answer: B, SWOT compares a company’s strengths
against the strengths of their competitors.
Incorrect answer: C, SWOT is not a customer satisfaction
measurement tool.
Incorrect answer: D, SWOT does not measure competitors’

misfortunes. This would occur through competitve intelligence.
2. Which strategy in the Ansoff Product-Market Growth Matrix
combines current markets and current products?
a) market development
b) product development
c) market penetration
d) diversification
Incorrect answer: A, Market development does not fit into the
matrix quadrants.
Incorrect answer: B, Product development does not fit into the
correct matrix quadrant.
Correct answer: C, market penetration. Looking at the graphic,
one can easily determine that market penetration fits into the
quadrant combining current markets and current products.
Incorrect answer: D, Diversification does not fit into the matrix
quadrants.
The 5 C’s
In consideration of the 5Cs, if we are assessing the macro-
environmental issues we must attend to, such as legal, technical,
and social changes, then we are considering our ______.
a) context
b) company
c) customers

d) collaborators
Correct answer: A, context,
Macro-environmental issues such as legal, technical, or social
changes are considerations that occur within context.
Incorrect answer: B, In the 5 C’s, company is concerned with
defining who the company is, what they are known for and good
at, and what they want to become.
Incorrect answer: C, Macro-environmental issues are not a part
of the customers as described by the definition of the 5C’s
found in the textbook.
Incorrect answer: D, Macro-environmental issues are not a part
of the collaborators as described by the definition of the 5C’s
found in the textbook.
Slide 9
Scene 2
[Ed, Samantha, Carl – Conference Room]
Ed, Samantha, and Carl meet in the conference room to discuss
the final written marketing plan and revised strategies of the
product launch.
Display dashboard image
MKT500_10_2_Carl-1: Good afternoon, Ed and Samantha. I
saw you both looking very busy in Ed’s office earlier. I’m
looking forward to hearing the information that you two have
put together for the marketing plan for our new tablets.
MKT500_10_2_Samantha-1: Yes, Ed and I have been very busy.
We have a lot of great ideas and revised strategies for our new
tablet launch.
MKT500_10_2_Carl-2: I’m glad to hear that. Go on, please.
MKT500_10_2_Samantha-2: Marketing strategies can be
successful or unsuccessful. However, before even thinking

about making any changes, we feel that Golds Reling needs to
conduct an honest self-assessment—what does our brand
portfolio look like and what are our strengths and weaknesses as
measured by our newly created marketing dashboard?
Therefore, we have proposed an extensive SWOT analysis as
part of our plan.
In addition, we have considered both what and how we would
like to change, should the analysis conclude we need to do so:
target segments, and if necessary, the 4P’s of product, price,
place, promotion. Thus, we have created an Ansoff Product /
Market Matrix to guide Golds Reling’s strategic initiatives.
In conclusion, both Ed and I feel that with these strategies in
place, Golds Reling is poised to increase profitability, in
addition to achieving the goals we’ve discussed in previous
meetings. To review, those goals include the following:
One - Penetrate twenty percent of existing market segments for
tablet computers within the first twelve months.
Two - Reach a target segment of one million potential
consumers within the first six months of launch.
Three - Cross-sell current Golds Reling customers with the use
of database marketing in international markets.
Four - Obtain an initial markup of twenty percent on new tablet
computer sales; and
Five - Offer twelve month warranties for all new tablets sold.
MKT500_10_2_Carl-3: Excellent. I like what I’m hearing. Your
methods seem very reasonable and effective for marketing our
new tablets. I’m excited to take a closer look at the written
plan. Very nice work, both of you.
Samantha, I would like to personally congratulate you on all the
work you have done on this product launch. Over the past

several weeks, your input has been integral in developing a
solid marketing plan that I have no doubts will take Golds
Reling through a successful tablet launch.
As a reflection of all of your hard work, I would like to offer
you full-time employment at Golds Reling as a member of my
marketing team. You don’t have to give me an answer today,
but I sincerely hope that you will consider coming on board. No
matter what decision you make, I wish you great success in your
career.
Slide 10
Scene 3
[Ed, Samantha – Hallway]
MKT500_10_3_Samantha-1: What a day! I’m so excited about
Carl’s offer of employment. It appears that he was really
impressed with my work. I’m eager to tell all of my classmates
at Strayer University about my experiences here!
MKT500_10_3_Ed-1: Your hard work has really paid off,
Samantha. I’m so happy for you. As Carl mentioned, your work
has been impressive, and I, too, hope that you will give some
serious thought to taking Carl’s offer.
In the meantime, remember to complete the e-Activity and the
threaded discussion covering marketing plans for the new
product launch. Take care!
HRM 530 Discussion
"Labor Unions" Please respond to the following:
· Go to the United States Department of Labor and read the
section titled “Employment Rights: Who has Them and Who
Enforces Them”. Next, evaluate the intended effectiveness of
The Americans with Disabilities Act and The Rehabilitation Act
of 1973. Determine how these laws affect human resource (HR)

management. Speculate what the impact of the Act will be in 10
years. Support your position.
· Use the Internet to research the role of unions in the United
States compared to three other countries. Next, examine how the
role of unions in other countries differs from the role of unions
in the United States. Provide examples of three countries and
how unions operate in those countries in regard to HR
management.
MKT500 Discussion
"Marketing Strategy" Please respond to the following:
· * From the scenario(see attachments), suggest two (2)
marketing strategy options that Golds Reling, Inc. could
implement. Next, select the option that you believe will be most
effective for the new product launch. Justify your response.
· Imagine that you are about to launch a social networking site.
Determine the target market to which your social media site will
cater. Recommend a marketing strategy to entice your chosen
target market to join your site. Determine the approach you will
use to measure success. Provide a rationale for your response.

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MKT 500 Week 10 Scenario Marketing Plans and Putting all Together.docx