MARKET EXAMINING: Section II Guidelines

1
MARKET EXAMINING Section II Guidelines MKTG
600 Dr. Carter
Four Team Clusters Each Prepare Two (2) Case
Analysis Oral Presentations Reports
Steves Hotel Team (1)
Rain for Rent Team (2)
Cathis Air Force Team (3)
Tammaras Design Team (4)
FEBRUARY 14 ORIENTATION to Market Examining
Section II Strategic Concept Mapping 1)
Select Case Teams 5 maximum per team plus
stragglers ) 2) Process Concept Mapping
Sequence Mentally 3) Review GM/Ford U.S.
Auto Industry Article Packet 4) Skim/Preview
Text Chapters 2, 11, 8, and 10 5) Digest and
Discuss Strategic Concept Mapping Application
Examples in Class FEBRUARY 16 21 Stage 1
Case Analysis Internal Planning -- Mapping
Organization/Competitive Value 1)     Read
chapter 2 11 -- Knowing Strategic Value
Processes 2)     Apply Figures 2.1 2.4 to the
organization 3)     Apply Figures 2.6 then 2.7
2.8 SWOT only to the organization 4)    
Formulate Porter Competitive Strategies
p.56/Figs.11.1, 11.6 for selected
organization 5)     PRESENT (20 minutes) insights
yielded by Mapping process technique Tuesday
2/21 5 points 6)     SUBMIT CASE 1
Organization/Competitive Value by Wednesday
FEB. 22th for feedback or Friday FEB. 24th 15
points   FEBRUARY 23 Stage 2 Case Analysis
External Planning -- Mapping Segmentation,
Target Marketing Positioning 1)     CASE 1
Returned Discussed 2/23 2) Read chapters 8
10 Identifying Market Segments/Targets
Crafting Brand Positioning 2)     Analyze the
market segmentation strategy and variables
employed by selected organization 3)    
Described the optimal market targeting outcomes
for the selected product/service 4)     Apply
brand positioning strategy, differentiation
tactics, and PLC approach to target market 6)    
PRESENT (20 minutes) insights yielded by
Mapping process technique Thursday 2/23 5
points 7)     SUBMIT CASE 2 Target
Market/Positioning Value by Friday MARCH 3rd 15
points 8) CASE 2 Returned Discussed 2/28