INSTRUCTIONS: Answer any two $(2)$ questions

Due Date: $10$ days from the assignment issue date.

Objective of this Assignment: The purpose of this assignment is to assess your ability to apply marketing management and strategic concepts to real$-$world business scenarios. Through problem$-$solving tasks, you will demonstrate your understanding of critical marketing principles, strategic thinking, and decision$-$making processes.

Assignment Guidelines:

Format: Use a professional business report format.

Font: Times New Roman, $12$ pt$,1\mathrm{.}5-$line spacing.

Include a title page with your name, course code, assignment title, submission date, and table of contents.

References: Provide citations and references using APA style.

Submission: Submit your work in PDF through the learning management system $($LMS$)$

Key challenge $1$: Market Entry Strategy for a New Product or Service

Project $1$: You are the Chief Marketing Officer and strategist $($CMOS$)$ for a consumer technology company preparing to introduce a new product into the rapidly growing smart home market. The product is an intelligent home assistant that integrates with existing smart home devices to improve energy efficiency, security, and convenience. The company is already well$-$established in its core markets, but this will be its first entry into the smart home industry.

Your Task:

Develop a comprehensive market entry strategy for this new product. In your analysis, consider the following:

Market Research: How would you conduct market research to understand customer needs and preferences in the smart home space?

Target Market: Identify and describe the target market for the product. Discuss the key demographics, psychographics, and behaviours of this group.

Competitive Landscape: analyze the competitive environment. Who are the main competitors in the smart home market, and what are their strengths and weaknesses?

How would you position your product to differentiate it from competitors?

Marketing Mix: Develop a marketing mix $(4$Ps$)$ strategy for the product, ensuring it addresses the unique needs and expectations of the target market.

Launch Strategy: Propose a product launch strategy that includes pricing, distribution channels, promotional tactics, and partnerships. Explain how you will leverage digital marketing and social media to promote the product.

Key Performance Indicators $($KPIs$)$: Define measurable KPIs to track the success of the product launch and ongoing performance in the market. with citation reference books to acknowledge

Key challenge $2$: Revitalizing a Stagnant Brand

Project $2$: You have been appointed as the marketing strategist for a well$-$established clothing brand that is currently experiencing stagnation, T&G$.$ The brand has been in business for over $20$ years, but sales have been declining due to changing consumer preferences, increased competition, and ineffective marketing efforts in recent years. Your role is to develop a strategy to revitalize the brand and drive growth.

Your Task: Create a detailed strategic plan to revitalize T&G$.$ Your plan should cover the following elements:

Brand Analysis: Conduct a SWOT analysis $($Strengths$,$ Weaknesses, Opportunities, Threats$)$ of the brand.

Identify the main issues contributing to the brand's stagnation.

Market Segmentation and Targeting: Propose a new segmentation strategy based on demographic, psychographic, or behavioural criteria.

Select the most promising target market segments for revitalization and explain your rationale.

Brand positioning and value proposition: Develop a new brand positioning statement that will differentiate T&G in the market.

Craft a compelling value proposition that speaks to the needs and desires of the target audience.

Marketing Strategy: Outline the marketing strategies and tactics you would employ to re$-$establish the brand's presence and relevance in the market.

Address the potential use of digital marketing, influencer partnerships, experiential marketing, or sustainability initiatives.

Customer Experience: Discuss how you will enhance the customer experience both online and in$-$store. How will the brand re$-$engage its existing customers while attracting new ones?

Measurement of Success: Identify key metrics to track the success of the brand revitalization efforts. How will you measure consumer perceptions, sales growth, and market share improvement? with citation reference books to acknowledge

Key challenge $3$: Navigating a Crisis in Brand Reputation

Project $3$: You are the Head of Marketing at a global fast$-$food chain, Nice Bite. Recently, the company has been hit with negative publicity after a viral social media post accused the company of using unethical sourcing practices for its ingredients. The backlash has led to a sharp decline in customer trust and sales. Your job is to develop a strategy to rebuild the brand$$s reputation and regain consumer trust.

Your Task: Develop a strategic crisis communication and brand recovery plan for Nice Bite. Your plan should address the following:

Crisis Communication Strategy: How would you respond to the negative publicity in the short term?

What messages would you communicate to the public to manage the crisis effectively?

Outline the key communication channels $($social media, press releases, etc.$)$ you would use, and explain how you would ensure transparency and honesty throughout the process.

Brand Recovery Strategy: How would you go about restoring consumer confidence in Nice Bite?

Suggest a strategy for re$-$engaging both current and potential customers.

What role can Corporate Social Responsibility $($CSR$)$ initiatives play in the brand$$s recovery? Propose specific CSR actions related to sustainability or ethical sourcing.

Long$-$term Brand Building: What steps would you take in the long term to prevent similar crises in the future and build a stronger, more resilient brand?

How would you reposition Nice Bite in the market to reflect new ethical standards and regain market share?

Evaluation and Measurement: Define the key metrics you would use to assess the effectiveness of your crisis communication and brand recovery efforts.

How would you measure improvements in customer trust, brand perception, and sales? with citation reference books to acknowledge

The following assignment assessment criteria would be adopted:

Clarity and Depth of Analysis: Demonstrates a comprehensive understanding of the marketing concepts and strategies discussed.

Practicality of Solutions: Solutions should be realistic and actionable, based on sound market and business principles.

Creativity and Innovation: Ability to present fresh and innovative ideas that add value to the business context.

Quality of Writing: Logical flow, clear articulation, and professional writing style.

Ensure you use credible sources and real$-$world examples wherever possible.

Include at least five references $($academic articles, books, or reputable online sources$).$

Others: Presentation of your work sequentially from beginning to the end $($title page, table of content introduction, main work, conclusions and references$)$

Submission of assignment on time, before or on due date submissions.