The following are the instructions for the assignment. Read them all to the very end carefully and read them at least three times to gain very clear understanding and watch the video to the very end.

You are required to pursue this project by yourself.

In this exercise, you will assume the role of a marketing manager for one of the recommended product categories provided.

1. You are required to choose ONE PRODUCT CATEGORY from the list provided below. After that proceed to #2 below.

Table of Product/Service Categories with Attendant Brands

4. TESLA

6. MERCEDEZ-BENZ*

2. After that you are further required to select TWO BRANDS from the list of brands provided under your chosen product category ONLY.

3. Research and analyze the marketing strategies for each selected brand in terms of market segmentation, market targeting, market positioning, market differentiation, product, price, promotion and place (4 Ps).

4. After that, compare and contrast all the elements of the marketing strategies for your two selected brands and identify and discuss similarities and differences in them.

5. To your Chief Marketing Officer, develop marketing recommendations for each of the brands selected for your Chief Marketing Officer, recommending new strategies for growth.

SEE ATTACHED RUBRIC FOR THE GRADING CRITERIA.

6. During the comparison stage, it is recommended that to provide a snapshot of the similarities and differences of marketing strategy analysis of the two brands. (See example below). Only the summaries of the strategies should be captured in bullet form in the tables for further narrative write up in your outline. The following is a sample of the comparison table.

9. You will use the contents of the table above to write your narrative of the comparative analysis and recommendations.

10. The table is to remain in the final document.

After the write up of similarities and differences, create another section for Recommendations and provide recommendations as to what you believe would be the optimum marketing strategy to deliver value and drive growth for each of your two brands from the stand point as the Marketing Manager. This may be one particular products present strategy or a hybrid of different aspects of what each of them are currently implementing.

Strictly follow the outline provided below.

Outline

Name --------

Selected Product Category/Industry ---------

Name of selected TWO brands to be researched and analyzed .

A. Brand Marketing Strategy Analysis

Market segmentation

Brand 1

Brand 2

Market targeting

Brand 1

Brand 2

Market positioning - Narrative for brand 1, narrative for brand 2

Products -Narrative for brand 1, narrative for brand 2

Price - Narrative for brand 1, narrative for brand 2

Promotion - Narrative for brand 1, narrative for brand 2

Place - Narrative for brand 1, narrative for brand 2

Conclusion

B. COMPARE AND CONTRAST

Table 1.

SIMILARITIES and DIFFERENCES OF MARKETING STRATEGIES OF BRANDS

Market segmentation - Narrative for Similarities, Narrative for Differences

Market targeting - Narrative for Similarities, Narrative for Differences

Market positioning - Narrative for Similarities, Narrative for Differences

Products - Narrative for Similarities, Narrative for Differences

Price - Narrative for Similarities, Narrative for Differences

Promotion - Narrative for Similarities, Narrative for Differences

Place - Narrative for Similarities, Narrative for Differences

Conclusion

C. RECOMMENDATIONS

Brand 1

Market segmentation - Narrative for brand 1, narrative for brand 2

Market targeting - Narrative for brand 1, narrative for brand 2

Market positioning - Narrative for brand 1, narrative for brand 2

Products - Narrative for brand 1, narrative for brand 2

Price - Narrative for brand 1, narrative for brand 2

Promotion - Narrative for brand 1, narrative for brand 2

Place - Narrative for brand 1, narrative for brand 2

Conclusion

NB

Remember to write in a NARRATIVE form under each heading and cite your references and sources of information in the text of your narratives and at the end of the entire write up.