BU362 Exam Guide

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School

Wilfrid Laurier University *

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Course

362

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Business

Date

Jun 4, 2024

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docx

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Uploaded by BrigadierMosquito3071

BU362 Exam Guide Identify Problems/Opportunities Provide clear descriptions of the problems or opportunities faced by the firm Analysis PEST  Identify relevant environmental influences on the firm (no need to consider all four environmental forces) based on case facts.  Briefly describe the implications of each identified influence. SWOT Perform a thorough SWOT analysis. Notes: Strengths – Focus on resources & capabilities rather than marketing performance or outcomes. Market Opportunities – Focus on market trends and opportunities for market development rather than improving 4P competence. Consumer Analysis Describe at least two target segments. Include the important segmentation variables and descriptors. Explain why the firm should target these segments. Positioning Statement State the positioning statement with key customer value and point-of- difference Competitor Analysis State the positioning differences between the firm and its key competitors Current Marketing Mix Briefly summarize the current 4Ps of the focal company Evaluate some key considerations in 4Ps You must evaluate the pros and cons of key distribution options ( at least two alternatives , e.g., physical stores, online e-tailer, direct selling). Provide quantitative analysis (e.g., break-even sales vol. across options). This is mandatory. Otherwise, you will only get a C grade. You must evaluate the pros and cons of at least one promotional

option Solutions Bundled Solutions Develop two bundled solutions that cover target, positioning, and 4Ps. State the goals and objectives of the solutions. Provide justifications for each element included in the solutions. Compare the bundled solutions Use a set of criteria to compare the alternative solutions Recommendations & Justifications Write a paragraph to state your recommended solution and the justifications. Action plan Provide an action plan to execute the 4Ps. Clearly state the key components of the action plan (refer to case slides).

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