[Get Answer ]-Applied Managerial Marketing
Michelle, Elena, and the MobileManufacturing, Inc. (MM) board of directors know how important it is tounderstand the environment in which it is operating. They hired you—ahighly-regarded marketing consultant—to bring a fresh perspective to themarketing plan. You are scheduled to meet with Michelle and Elena next week todiscuss the environmental conditions that are relevant to introducing the newproduct.
As you prepare for the meeting, youconsider all of the possible environmental issues. You recognize that Elenabrings an interesting perspective to the process because she has experiencedesigning mobile phones for the Eastern European market, and she is pushing fora new product that can be marketed worldwide. On the other hand, Michelle ismore concerned with the domestic marketplace and is worried that trying tomarket a new product anywhere outside the United States—much lessworldwide—could be very risky.
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You sit down to start your work onthe marketing plan, and you begin by drafting some goals that the marketingplan needs to address.
write 750–1,000 words that respondto the following questions with your thoughts, ideas, and comments. Besubstantive and clear, and useexamples to reinforce your ideas.
Walking through the halls at MM, youponder the job that lies ahead. Coming out of her office, Michelle spots youand heads in your direction.
“I’m so glad you’re here,”she says. “Have you settled into your office?”
“Yes,” you say. “I’meager to get started.”
Michelle enters your office andtakes a seat in a chair. “I’m scheduled to make a presentation to theboard at the quarterly meeting next week. I know it’s short notice, but I waswondering if you could pull together a 30-minute presentation for them?”she asks.
“What would you like me topresent?” you ask.
“As you know, Elena andyourself have been brought on to revitalize the product line for the company.Your role is to create a winning marketing plan that will allow us tocapitalize on the new product that Elena is designing. The board would like youto discuss some of the issues that you will be considering as you develop themarketing plan for the new product. I know they’re especially interested inyour thoughts on the global market.”
“That sounds like a greatidea,” you say.
Consider the environmental variables(i.e., technological, demographic, economic, political, and cultural variables)that you must include in your marketing plan, and answer the following:
- Which of the environmental factors do you feel is themost critical, and why?
- What might someone with an opposing viewpoint think isthe most important?
- Given this opposing argument, how would you argue youropinion?
- What solutions should be considered as you seek todevelop a sense of ownership of your plan?
- What solutions would you recommend to the board, andwhy?
- Is a compromise feasible?
· Marketing Plan Considerations
· Marketing Environment Analysis
· Developing the Marketing Plan: Solutions& Strategies
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