Compose a study covering the topic of SeaArk Boats marketing analysis.The purpose of the project is to use your knowledge about marketing to analyze the marketing efforts of a small-to-medium-sized business of your choosing. This Marketing Analysis includes several discussion board submissions (in Packback) throughout the semester and final submissions (in Packback Deep Dives) about the marketing practices of the company. You will research the business and use the provided outline to analyze what the business is doing for each marketing element.
When writing the paper, use paragraphs and complete sentences (not bulleted lists). Use headings to distinguish and separate the parts of the paper.
Complete the paper is sections. You will also need to do external research for these submissions. At least one reference beyond the textbook is required for all submissions; I would like to see five unique sources across your submissions. Textbook: MKTG 13: Student Edition – With MindTap V2.0
by Lamb, Charles W. / Hair, Joe F. / McDaniel, Carl
I will attach the information that I have already submitted as a discussion. Those discussion will need to be used as part of the document.
Introduction
Business Name – SeaArk Boats
Brief description of the business
A. Mission Statement
Research the company’s website to find its mission statement. If one is not available, create a mission statement for the business.
B. Objective
Based on what you’ve learned about the company, what should be its marketing objective? Why? (Marketing objectives can be found in section 2.7)
C. Competitive Advantage
What type of competitive advantage is being used? (Chapter 2-6)
D. Competitors
Who are the top competitors and what are their strengths?
E. Customers (Chapter 8 has information on market segments and target markets)
What segmentation bases has the business used to create its target market? Explain why you chose these bases. (use the segmentation bases from the text)
Hint: Look around at who is at the business or who uses their products
Fully Describe the target customers. Who buys the product?
Is the business using an Undifferentiated, Concentrated, or Multisegment targeting strategy? Explain.
The Product, The Brand, The Positioning is one section:
F. The Product
What products (goods and/or services) are offered?
What type of Consumer Product classification best describes the products? (Chapter 10-2)
Describe the width of the company’s product mix. (Chapter 10-3)
G. Brand (Chapter 10-4)
What is the Brand Name?
Describe the Brand Marke of the Company. Include a picture.
Is there anything that makes the brand name or brand mark unique?
H. Positioning
What positioning bases are being used to distinguish this business from its competitors? Explain. (Chapter 8-9)
I. Promotion
Identify and give examples of the elements of the Promotion Mix that are used. (not every element may be used)
Advertising
Public Relations / Publicity
Sales Promotion
Personal Selling
Social Media
Explain how the company is following the principles of Integrated Marketing Communications. (Chapter 15)
J. Sales & Distribution (Place)
How and where is the product sold to customers?
How many channel members are involved? (Chapter 13-6)
What is the level of Distribution Intensity? (Chapter 13-7e)
K. Pricing
What pricing objective is being used? (Chapter 19-2) Is there any other distinguishing pricing information?
