Scenario: Lee is the owner of Lee's [business type selected by your instructor], which is located in the city closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for her business. You must use the industry selected by your instructor. Checklist: Summarize a marketing strategy for Lee's business, addressing each part. Part 1 Mission Redefine Lee's mission. Lee's current mission is more of a product-oriented mission statement. For example, "We sell flowers" or "We make pizza." • Write a marketing-oriented mission statement for Lee's business. Part 2: Situation Analysis Organization Strengths and Weaknesses: Describe methods that Lee could use to identify her internal strengths and weaknesses information. For example, some businesses use secret shoppers to identify an organization's strengths and weaknesses. Explain your response. ⚫ Using sources like the U. S. Census Bureau, describe the demographics affecting Lee's business in your area. How is technology being utilized in the assigned industry that might have a positive or negative impact on Lee's business? • Identify Lee's direct and indirect competitors and her competitive advantage against her direct and non- direct competitors in the city nearest to where you live. • Define the concept of sustainable competitive advantage and explain what advice you would give to Lee in her quest to build a sustainable competitive advantage. Part 3: Marketing Objectives • Set marketing plan objectives for Lee's business (see p. 25 of your text). Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and relevant to the mission), and time-bounded).
Scenario: Lee is the owner of Lee's [business type selected by your instructor], which is located in the city closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for her business. You must use the industry selected by your instructor. Checklist: Summarize a marketing strategy for Lee's business, addressing each part. Part 1 Mission Redefine Lee's mission. Lee's current mission is more of a product-oriented mission statement. For example, "We sell flowers" or "We make pizza." • Write a marketing-oriented mission statement for Lee's business. Part 2: Situation Analysis Organization Strengths and Weaknesses: Describe methods that Lee could use to identify her internal strengths and weaknesses information. For example, some businesses use secret shoppers to identify an organization's strengths and weaknesses. Explain your response. ⚫ Using sources like the U. S. Census Bureau, describe the demographics affecting Lee's business in your area. How is technology being utilized in the assigned industry that might have a positive or negative impact on Lee's business? • Identify Lee's direct and indirect competitors and her competitive advantage against her direct and non- direct competitors in the city nearest to where you live. • Define the concept of sustainable competitive advantage and explain what advice you would give to Lee in her quest to build a sustainable competitive advantage. Part 3: Marketing Objectives • Set marketing plan objectives for Lee's business (see p. 25 of your text). Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and relevant to the mission), and time-bounded).
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Need help with Part 1 through 3
![Scenario: Lee is the owner of Lee's [business type selected by your instructor], which is located in the city
closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for
her business. You must use the industry selected by your instructor.
Checklist:
Summarize a marketing strategy for Lee's business, addressing each part.
Part 1 Mission
Redefine Lee's mission. Lee's current mission is more of a product-oriented mission statement. For example,
"We sell flowers" or "We make pizza."
• Write a marketing-oriented mission statement for Lee's business.
Part 2: Situation Analysis
Organization Strengths and Weaknesses:
Describe methods that Lee could use to identify her internal strengths and weaknesses information. For
example, some businesses use secret shoppers to identify an organization's strengths and weaknesses.
Explain your response.
⚫ Using sources like the U. S. Census Bureau, describe the demographics affecting Lee's business in your
area.
How is technology being utilized in the assigned industry that might have a positive or negative impact
on Lee's business?
• Identify Lee's direct and indirect competitors and her competitive advantage against her direct and non-
direct competitors in the city nearest to where you live.
• Define the concept of sustainable competitive advantage and explain what advice you would give to Lee
in her quest to build a sustainable competitive advantage.
Part 3: Marketing Objectives
• Set marketing plan objectives for Lee's business (see p. 25 of your text).
Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and relevant to the
mission), and time-bounded).](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F3c40ac88-2f52-4513-b07d-282471f8d832%2Fd8715d7a-e298-47ac-857b-4cb0fd7f68fe%2F93jotle_processed.png&w=3840&q=75)
Transcribed Image Text:Scenario: Lee is the owner of Lee's [business type selected by your instructor], which is located in the city
closest to where you live. Lee has now hired you to design the basic components of a marketing strategy for
her business. You must use the industry selected by your instructor.
Checklist:
Summarize a marketing strategy for Lee's business, addressing each part.
Part 1 Mission
Redefine Lee's mission. Lee's current mission is more of a product-oriented mission statement. For example,
"We sell flowers" or "We make pizza."
• Write a marketing-oriented mission statement for Lee's business.
Part 2: Situation Analysis
Organization Strengths and Weaknesses:
Describe methods that Lee could use to identify her internal strengths and weaknesses information. For
example, some businesses use secret shoppers to identify an organization's strengths and weaknesses.
Explain your response.
⚫ Using sources like the U. S. Census Bureau, describe the demographics affecting Lee's business in your
area.
How is technology being utilized in the assigned industry that might have a positive or negative impact
on Lee's business?
• Identify Lee's direct and indirect competitors and her competitive advantage against her direct and non-
direct competitors in the city nearest to where you live.
• Define the concept of sustainable competitive advantage and explain what advice you would give to Lee
in her quest to build a sustainable competitive advantage.
Part 3: Marketing Objectives
• Set marketing plan objectives for Lee's business (see p. 25 of your text).
Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and relevant to the
mission), and time-bounded).
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