Running head: CREATING CORE MARKETING STRATEGY 1 CREATING CORE MARKETING STRATEGY 10 Creating Core Marketing Strategy Student’s name Institution Date Marketing Strategy Regardless of which location of the continent you conduct business, designing a marketing strategy remain one of the vital process you need to complete for your business. The process is very demanding and exciting as well. Therefore, designing product market strategy is also one more daunting process because it includes developing completely new product and launching it into the market (Margolis & Garrigan, 2008). Without a marketing strategy, the efforts to attract customers are likely to hit the rock, haphazard and inefficient. The aim of marketing strategy is to ensure your products and services meet the desires or the needs of clients, at the same time developing a long term engagement, and profitable and healthy relationships with those clients. To accomplish this, you need to develop a flexible strategy that withstand the changes in customer perceptions and demands. With this, it may assist your business identify the whole markets that you successfully place your target. The importance of marketing strategy is to help identify, and communicate the benefits of the business offering to your targeted market. Once the developed strategy is implemented, and well monitored, with its effectiveness ensure you make any adjustment needed to maintain your success. Nonetheless, without an effective marketing and advertising strategy it will be hard to familiarize with customers. Your customers will not know anything concerning your company, products and services. A good marketing strategy starts with researching on the four basics P’s, of marketing that include, product, placement price and price (Steenkamp, 2017). In light of the marketplace Simulation Game, the ideas mentioned above hold true because every week, our team is faced series of challenges through the processes. Our team was excited to launch two products. Our company launched into the market with a recreational Mountain bike in New York and intended to expand the market to Amsterdam. But considering the price to open the store we launched in Rio De Janeiro. The campaign report is important because we will utilize it to guide us through designing a core marketing and advertising strategy. Further, it will help us portray how various elements within the market culture can impact the marketing campaign. Also, it will also show us how to incorporate both traditional and nontraditional marketing sources. Finally, it will guide us on how to calculate return on marketing investment (ROMI) and concepts on how to improve and learn from past mistakes in preceding quarters. Creating a Core Marketing/Advertising Strategy At the start of the second quarter, keeping the Mountain bike as primary bike was considered as a well executed plan. However, after the results we realized that our bike sold in.

1. Running head: CREATING CORE MARKETING STRATEGY 1
CREATING CORE MARKETING STRATEGY 10
Creating Core Marketing Strategy
Student’s name
Institution
Date
Marketing Strategy
Regardless of which location of the continent you conduct
business, designing a marketing strategy remain one of the vital
process you need to complete for your business. The process is
very demanding and exciting as well. Therefore, designing
product market strategy is also one more daunting process
because it includes developing completely new product and
launching it into the market (Margolis & Garrigan, 2008).
Without a marketing strategy, the efforts to attract customers
are likely to hit the rock, haphazard and inefficient. The aim of
marketing strategy is to ensure your products and services meet
the desires or the needs of clients, at the same time developing a
long term engagement, and profitable and healthy relationships
with those clients. To accomplish this, you need to develop a
flexible strategy that withstand the changes in customer
perceptions and demands. With this, it may assist your business

2. identify the whole markets that you successfully place your
target. The importance of marketing strategy is to help
identify, and communicate the benefits of the business offering
to your targeted market. Once the developed strategy is
implemented, and well monitored, with its effectiveness ensure
you make any adjustment needed to maintain your success.
Nonetheless, without an effective marketing and advertising
strategy it will be hard to familiarize with customers. Your
customers will not know anything concerning your company,
products and services. A good marketing strategy starts with
researching on the four basics P’s, of marketing that include,
product, placement price and price (Steenkamp, 2017).
In light of the marketplace Simulation Game, the ideas
mentioned above hold true because every week, our team is
faced series of challenges through the processes. Our team was
excited to launch two products. Our company launched into the
market with a recreational Mountain bike in New York and
intended to expand the market to Amsterdam. But considering
the price to open the store we launched in Rio De Janeiro. The
campaign report is important because we will utilize it to guide
us through designing a core marketing and advertising strategy.
Further, it will help us portray how various elements within the
market culture can impact the marketing campaign. Also, it
will also show us how to incorporate both traditional and
nontraditional marketing sources. Finally, it will guide us on
how to calculate return on marketing investment (ROMI) and
concepts on how to improve and learn from past mistakes in
preceding quarters.
Creating a Core Marketing/Advertising Strategy
At the start of the second quarter, keeping the Mountain bike as
primary bike was considered as a well executed plan. However,
after the results we realized that our bike sold in a market target
we didn't advertise. We had to redesign our product to ensure
our ads matched or aligned with the design, and the potential
market envisioned was achieved. First of all, we needed to

3. evaluate our market and recognize our target market to ensure
we understood our clients. How is their culture with riding?
How much money are they willing to spend on bikes? What is
their affordability power? What features are they looking for in
a mountain bike? What is their intended purpose for the bike?
All these questions pose a picture of how to design a new brand
before we open our stores to the designated markets. As
Steenkamp, puts it, discovering a market target will ensure the
correct messages are delivered to the right people (Steenkamp,
2017).
Feasibility analysis conducts a critical role here. The research
will assist our team to realize crucial steps to follow. The
research needs to identify four areas, namely: issues with the
brand, the advertising media, getting permission, and lastly, the
clients. To address the needs, each step was evaluated, which
included re-engineering the bike model, the second step and
most crucial was to redesign the model to align with the target
market needs. The third one was to create a unique advertising
campaign for the new product. Outspokin is now confident that
their move will yield in increased shares in the designated
target market as well as other markets that we seek to explore in
the next quarter.
Strategy Tailored to individual Markets and Culture
When deciding to penetrate global market, it is important to
tailor the marketing strategy to align with other markets and
cultures. Marketing is all about attempting to understand
customers, and what they are willing to buy and how much they
are willing to buy, where and when (Lorette, 2017). The
aforementioned becomes complicated when taking into
consideration of cultural biases that exist in acentric markets.
Aside from adjusting the prior mistakes arisen from the second
and third quarters, Outspokin has one critical challenge ahead
that needs to be addressed. The company intends to penetrate
other markets such as Brazil, Amsterdam and India. As such, it
is not economically possible to create an ad campaign to cater
to each culture. However, tailor making a marketing strategy to

4. capture individual markets as per their culture is hard and
tricky. What we need to be aware of the fact that bike is the
same regardless of any area in the world you are selling.
Hence some adverts will appear appealing to some culture and
not to others (Trompenaars & Woolliams, 2004).
Rio De Janeiro Market
According to market research, Rio was in 3rd place for both our
bike models so we choose this option. Price comparison to
Amsterdam was also less when added with New York. We have
taken a very conservative approach in expenditure and went
with Rio. The people in Brazil are very popular with bikes
because of the short distances they cover such as going to the
shops now and then. They prefer using the bike because they
are economical. Also they are lovers of bikes not only in terms
of saving but sporting. They like keeping fit and healthy and
that way they use bike for recreational purposes. Finally, the
marketing for bikes is homogenous in groups, from 3- up to 70
years of age.
Notably, one sure way of collecting data is to conduct a market
survey. In most cases, surveys are designed to read the mind of
the consumer ((Marketplace Live, 2017). Applying these
surveys to international markets complicates the work because
each culture has a different interpretation. Therefore, in
essence, it appears hard to validate the informant since it is
perceived differently based on cultures and information
gathered. (Marketplace Live, 2017) Although surveys are just
one way to conduct research that help business make decisions,
it matters how they are placed in the strategy. In light of
marketplace live simulation, the work has been simplified for
Outspokin through the market research for each quarter. These
researches will guide the team to make the right decisions in the
preceding quarters.
Calculating ROMI
ROMI is a metric used by many entrepreneurs in their
businesses to measure effectiveness of their marketing
campaign (Raben, 2015). When tailor-making our marketing

5. campaigns on Return on Market Investment (ROMI). Our
chosen brand is Mountain Spokes and we are required to design
a marketing plan for it. Mountain bikes are popular in New
York and we anticipate increasing the sales due to its
considered priority. A marketing plan will be designed for the
brand. However, the marketing brand will take the following
shape or considerations.
The metric utilizes the below simple formula
ROMI = UPLIFT/COST
Core Unified Message
Customers who value our product would expect a high powered,
strong, durable and distinct styling product which are preferred
by customers. Outspokin should attempt to provide all rounded
options to their clients demand, but convey the messages in a
prospective way their customers will understand. Brands like
Pentane, Phoenix communicate their High end mountain bikes
and other accessories and products that are desirable and
durability. Outspokin core message should do the same.
Logic- Mountain spokes bike
From the marketing research, Outspokin decided to direct their
efforts at the New York as its priority by offering re-engineered
brand for mountain bikes. The location also was a primary
market for our 2nd priority bike Recreation so opening a store
in New York was our default choice.
Integrating Traditional/Non-Traditional Sources
Traditional sources for advertisement includes newspaper, radio
ads and television. Different cultures view various sources
differently. Some may prefer newspapers and others televisions
or radio ads. It is important for us to direct their ads to
campaigns that seem effective and the one that will reach a
wider market potentials. Conversely nontraditional sources
include media such as Billboards, websites such as iTunes and
social media such as Facebook and Most companies looking for

6. systems in bikes segment look in traditional sources such as
magazine, ads, and tech and business articles. Marketing
campaign must integrate both sources to reach prospective
customers. Also business newspapers, technology magazines
and websites seem more viable that fashion and blogs. The
marketing plan must consider all these.
Measuring the Results
After the onset of the market campaign, strategies should be put
in place to gauge how successful the campaign was. This is
where ROMI calculations come in and used on the region to
establish the baseline. The ad review can determine if the
campaigns were worth or needed more reworking. However, if
the results turn out unexpected, comparing the results from a
similar campaign from competitors could provide an insight into
what can be improved.
Conclusion
Conducting market research and designing advertising profile is
a significant strategy in brand positioning and creating massive
sales in the potential market. For the success of any business,
proper implementation of the action plan, must be well thought
and executed. Failure to conduct research will be difficult to
identify customers for your business. Also, without effective
advertising campaigns, customers will not be aware of what you
are offering in the market. One way to determine your market
is through the use of 4P’, which include Product, Placement,
Price and Promotion. For your business to flourish, there is a
need to strike a balance on the four Ps. Riders Mountain bike is
making desperate efforts to incorporate all this.
Kaynak, E., & Herbig, P. (2014). Handbook of cross-cultural
marketing. Routledge.
Lorette, K. (2017). Core Strategies for Marketing Products.
Retrieved from http://smallbusiness.chron.com/core-strategies-
marketing-products-1721.html.
Margolis, J., & Garrigan, P. (2008). Guerrilla marketing for
dummies. . Retrieved from:

7. http://common.books24x7.com.lib.kaplan.edu/toc.aspx?bookid=
27325
Marketplace Live. (2017). Retrieved from:
https://web5.marketplace
live.com/engine.php?tpl=student&studentID=10753865&session
ID=219ccff392159c026a5dbd86c8605e2c&quarter=4&language
=en-us&resource=welcome-to-marketplace&tab=task .
Raben, F. (2015). The benefits of market research. Research
World, 2015(52), 34-37. https://doi.org/10.1002/rwm3.20233
Steenkamp, J. (2017). Global marketing mix decisions: Global
integration, not standardization. Global Brand Strategy, 75-109.
https://doi.org/10.1057/978-1-349-94994-6_4
Trompenaars, F., & Woolliams, P. (2004). Marketing across
cultures. Capstone.
1
1907D
GB601 | MBA Capstone
Assignment and Rubric | Unit 3
Creating A Measurable Marketing Strategy Across Cultures
In your simulation this week, one item that you will be working
on is advertising to include ad
copy design, and media placement and ad frequency. As you
grow past your home

8. headquarters, you will need to create a marketing strategy that:
• Presents a core unified picture of your company and brand but
also differentiates per
individual market segments and cultures.
• Utilizes both traditional (i.e., print media, television, radio)
and non-traditional sources
(i.e., social media)
• Is cost effective from a budget and resources perspective and
can be measured for the
Return on Marketing Investment (ROMI)
Assignment Goal and Thought Process
Goal: You are business that is conducting operations in multiple
countries. To engage the
audiences in the different geographies with and diverse cultural
needs, your company will need
to create a core message that can be used as a base upon which
to create messages that are
tailored to each of your audiences.
Thought Process
• Researching best and leading edge practices, including Return
on Marketing Investment
(ROMI) as required in section 1 will increase your baseline
knowledge of how to
complete the specific elements required in the 2nd section of
the Assignment.
• Think outside the confines of the simulation for this
assignment. Benchmarking best
practices by companies who do this well can be a great resource

9. for you
• The core marketing plan and basic message is based on your
vision, mission,
competitive strategic plan, 5 Fitnesses and QFD as was
discussed in Unit 2 and seen in
the Marketplace simulation work you are already doing
• In the Unit assignment, Ethical Considerations in Global
Expansion, you created
profiles of the possible countries under expansion
consideration, showing cultural and
other demographic information. These profiles will help you
tailor the core message to
and the best delivery mechanisms for the product line you have
selected which you will
describe in section 2, which is tailored to each individual
geographic market. Make sure
you include specifics on measurement (ROMI)
• If you were going to be presenting this information to your
management in a real world
situation, and requesting funds to support your plan, you will
need all of this data to be
seen as credible and win support for your plan.
2
1907D
GB601 | MBA Capstone

10. Requirements
In a 4-6 page APA formatted paper excluding text, diagrams,
and other visual/oral aids as
appropriate, you will prepare the following:
● Present a summary incorporating at least three academically
credible sources in
addition to the weekly reading of the best practices you have
discovered in your
research on:
o creating a core marketing/advertising strategy
o differentiating elements of this strategy tailored to individual
markets and
cultures
o integrating traditional and non-traditional sources
o calculating Return on Marketing Investment (ROMI)
● Select one product line your team is working with and submit
a specific marketing plan
that contains a:
o Core unified message
o Specific messages to the target customer in each of the
countries you are
selling into
o Plan for how you will measure the results of your plan.
Using your readings, the information from prior courses and
personal experience will be helpful
to you in this Assignment.

11. In this Assignment on reporting leading edge trends and
integrating it into the simulation
marketing mix practices the following professional skills:
• Problem solving and critical thinking by analyzing qualitative
and quantitative data in
decision making.
• Working effectively in teams to collaborate and build
relationships.
Rubric
Unit 3 Assignment: Creating A Measurable Marketing and
Advertising Strategy
Criteria Maximum Points
3
1907D
GB601 | MBA Capstone
1. Present a summary incorporating at least three
academically credible sources in addition to the
weekly reading of the best practices you have
discovered in your research on:
● creating a core marketing/advertising strategy
● differentiating elements of this strategy tailored
to individual markets and cultures
● integrating traditional and non-traditional

12. sources
● calculating Return on Marketing Investment
(ROMI)
40
2. Select one product line your team is working with
and submit a specific marketing plan that contains
a:
● Core unified message
● Specific messages to the target customer in
each of the countries you are selling into
● Plan for how you will measure the results of
your plan.
40
3. General Writing and APA Compliance 20
TOTAL 100
Assignment Goal and Thought ProcessThought ProcessRubric
================================
READING AND RESOURCES
Read the following articles from the Library:
· Anderson Jr., J. (2013). Action Items. (cover story). HR
Magazine, 58(1), 33.
· Byerly, B. (2012). Measuring the impact of employee

13. loss. Performance Improvement, 51(5), 40-47.
· Keene, D. L., & Handrich, R. R. (2015). Loyalty, Longevity
and Leadership: A Multigenerational Workforce Update. Jury
Expert, 27(2), 34-41.
· Mrkvicka, N. (2013). Study reveals global talent
squeeze. Plans & Trusts, 31(3), 24-25.
· Thompson, A. (2014). The importance of staff retention to
business success. Governance Directions, 66(11), 697-699.
· Ulrich, D. (2016). Taking stock of your
talent. Workforce, 95(2), 36.
· Martin, E. J. (2016). Content marketing metrics that matter
(cover story). Econtent, 39(3),10.
· Goldhill, J. (2014). Measure your marketing ROI. Landscape
Management, 53(10), 80-81.
Read the following from the Library books 24x7:
· Margolis, Jonathan & Garrigan, Patrick. (2008). Guerrilla
marketing for dummies. [Books24x7 version]
· Chapter 3: “Guerrillas Plan, Too—Developing Your Marketing
Plan”
· Trompenaars, F. & Woolliams, P. (© 2004). Marketing across
cultures. [Books24x7 version] Available
from http://common.books24x7.com.lib.kaplan.edu/toc.aspx?bo
okid=9164
· Chapter 4: Marketing Research Across Cultures
· Phillips, J. J. & Edwards, L. (© 2009). Managing talent
retention: an roi approach. [Books24x7 version]
· Chapter 5 - Develop Fully Loaded Costs of Talent Departure
3. View the following videos:
· Kawasaki, Guy. (2011). Tell a story and plant many seeds.
Retrieved
from http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2
674