Which of the elements are working and which are not?

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Learning Goal: I’m working on a marketing writing question and need a sample draft to help me learn.1. Background or Current Situation: A discussion of how the current product, service, etc., is currently being marketed, e.g. defines the “as is?” What is the current marketing strategy with respect to the product, pricing, distribution and promotion. Answer this using subheadings for each of the 4P’s. Which of the elements are working and which are not? Who is the competition? Describe the current financial and marketing performance of the product or service, e.g. sales volume, market share, profitability, awareness of the product, brand preference compared to the competition and in the industry as a whole. Is the performance of the industry as a whole improving or declining and why? See demand and market research in Chapter 3 of the text for additional information. This should include the industry size in revenue and units; current and five-year forecast, performance improving or declining, competitors, along with supporting charts/trend analysis in the appendix.2. Customer Environment: This is the current segmentation, targeting and positioning of the product for the customers, either business or consumer again using subheadings. A description of the important identifying characteristics of the current and potential customers with respect to demographics, geographic location, psychographic profiles, values and lifestyles, and/or product usage characteristics (heavy vs. light users). These should be organized around subheadings. How well is the product and firm meeting the needs of the target market and customers today. See Chapter 4 of the text, review Blue Ocean Strategy and canvas analysis, apply marketing tools associated with STP processes, for example perceptual maps. Use other tools as appropriate such as Customer Lifetime Value (CLV), Product Life Cycle (PLC) concepts, branding and other Marketing Tools studied in this and prior Marketing Classes to show your understanding and competence with these tools.3. Corporate Social Responsibility and Sustainability: Does the product, service, brand or firm have CSR and Sustainability initiatives. If so, what are they and what is their impact on the product or firm’s performance and/or brand image? This is sometimes considered the fifth p or Purpose and/or ES & G activities, e.g. environment, social and governance initiatives or Sustainability Report(s) and plans.
Requirements: 3 pages

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