Marketing Mix
Develop a 8-page marketing mix project using the 7 "P"s of marketing and the 5 "S"s of digital marketing models for a provided scenario or for a selected company.
Introduction
This portfolio work project, a marketing mix project, will help you demonstrate competency in developing the elements of the marketing mix using the 7 "P"s of marketing and the 5 "S"s of digital marketing models. This project will also allow you to demonstrate your understanding of how the marketing mix influences customer loyalty.
Scenario
For this assessment, choose either Option 1 or Option 2. You do not need to do both. You will apply one of these scenarios in the Requirements below. Both options will be graded using the same scoring guide.
Option 1
You are an owner of Spokin’ Wheels, a locally owned bicycle shop with two locations. While your original location has been in business for several years, your second location has only been open a few months. The bicycle shops sell new and previously owned major brand bicycles. The shops also provide repairs, offer a small line of bicycle accessories and clothing, and organize group rides on Sunday mornings. You and your business partner both want to have a solid understanding of the marketing mix before creating a broader marketing plan.
Option 2
Use a firm or scenario of your choosing. Before choosing a company, read the assessment requirements thoroughly to ensure:
The company fits the assessment requirements.
You can complete your assessment without disclosing confidential company information.
Contact faculty with questions.
Your Role
Option 1
You are one of two owners of Spokin’ Wheels. Your background is primarily in marketing. Your business partner's background is in operations. While she is focused on making the internal customer-facing processes as efficient as possible, you are working on defining the marketing mix.
Option 2
Your boss, a director, has tasked you with a marketing mix project. He is relying on you to prepare an analysis that can be presented to the executive team of the company.
Include the following in your marketing mix project:
Create a marketing mix for the selected company. Use the 7 "P"s of a marketing framework and include the following for each:
Describe your company’s strategy for each “P.”
Describe the tactics your company will use to implement the strategy for each “P.”
Analyze the specific steps your company will need to take to implement each tactic.
Create a digital marketing mix for the selected company. Use the 5 "S"s of a digital marketing framework and include the following for each:
Describe your company’s strategy for each “S.”
Describe the tactics your company will use to implement the strategy for each “S.”
Develop at least two specific and measurable objectives for each “S”.
Articulate how each objective will be measured.
Use data to support the marketing and digital marketing mix decisions for the selected company. Ensure the data used in your decision making is relevant and appropriate.
Analyze which marketing mix and digital marketing mix elements will have the greatest impact on customer loyalty. Why?
Sample Solution
ombatants must be identified as combatants, to avoid the presence of guerrilla warfare which can end up in a higher death count, for example, the Vietnam War. Moreover, he argued they must be part of the army, bear arms and apply to the rules of jus in bello. (Frowe (2011), Page 101-3). This suggests Frowe seeks a fair, just war between two participants avoiding non-combatant deaths, but wouldn’t this lead to higher death rate for combatants, as both sides have relatively equal chance to win since both use similar tactics? Nevertheless, arguably Frowe will argue that combatant can lawfully kill each other, showing this is just, which is also supported by Vittola, who states: ‘it is lawful to draw the sword and use it against malefactors (Begby et al (2006b), Page 309).’
In addition, Vittola expresses the extent of military tactics used, but never reaches a conclusion whether it’s lawful or not to proceed these actions, as he constantly found a middle ground, where it can be lawful to do such things but never always (Begby et al (2006b), Page 326-31). This is supported by Frowe, who measures the legitimate tactics according to proportionality and military necessity. It depends on the magnitude of how much damage done to one another, in order to judge the actions after a war. For example, one cannot simply nuke the terrorist groups throughout the middle-east, because it is not only proportional, it will damage the whole population, an unintended consequence. More importantly, the soldiers must have the right intention in what they are going to achieve, sacrificing the costs to their actions. For example: if soldiers want to execute all prisoners of war, they must do it for the right intention and for a just cause, proportional to the harm done to them. This is supported by Vittola: ‘not always lawful to execute all combatants…we must take account… scale of the injury inflicted by the enemy.’ This is further supported by Frowe approach, which is a lot more moral than Vittola’s view but implies the same agendas: ‘can’t be punished simply for fighting.’ This means one cannot simply punish another because they have been a combatant. They must be treated as humanely as possible. However, the situation is escalated if killing them can lead to peace and security, within the interests of all parties.
Overall, jus in bello suggests in wars, harm can only be used against combatants, never against the innocent. But in the end, the aim is to establish peace and security within the commonwealth. As Vittola’s conclusion: ‘the pursuit of justice for which he fights and the defence of his homeland’ is what nations should be fighting for in wars (Begby et al (2006b), Page 332). Thus, although today’s world has developed, we can see not much different from the modernist accounts on warfare and the traditionists, giving another section of the theory of the just war. Nevertheless, we can still conclude that there cann