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E-MAGINE is growing, and you see an opportunity for improving how you manage customer relationships by implementing a learning culture. Here are four articles that support the importance of continuous improvement and learning organizations. Read each of these four articles before starting the assignment.
5 Keys to Building a Learning OrganizationLinks to an external site.
8 Tips for Creating a Learning CultureLinks to an external site.
Creating a Learning Culture for Improvement of Your OrganizationLinks to an external site.
After reading some articles about how a learning organization uses training and evaluation to continually improve, you realize you need to implement a solid training program. You even sat down and mapped out this feedback loop that shows a continuous cycle of improvement, starting with training, then measuring, then evaluating, learning from the feedback, and then retraining.
You want to make sure everyone on your team knows your vision. You need to message your team about what you want to accomplish.
As a Customer Service Manager (CSM) at E-MAGINE, you will create an email to send to your team. Your email should include the following:
Create an email subject line that will get your team’s attention.
Write an opening sentence that states what you want to achieve.
Include the link to the article you selected as a reference.
Include why you think a feedback loop that involves training is important.
List four (4) steps a training plan should contain. Use bullet points for this list.
Create a call to action.
Include where the meeting will be held.
Include how you want your team to prepare for the meeting.
Insert a professional email signature.
Your signature should include your name, your title, your contact information, the company website, and perhaps the company tag line.
Note: Professional, standardized signatures send a positive signal to all staff and customers
3.3 Project: Marketing Plan Part C:
In this part of the Marketing Plan, you will assess the four Ps of the Marketing Mix: Product, Price, Place, and Promotion for the assigned business.
Instructions
This week, you will submit Part C of your Marketing Plan.
Add this portion of your marketing plan to the portion submitted last week, so your marketing plan becomes a running document with additional sections added each week (be sure to continue the formatting provided in the template). This section of your plan should be approximately two (2) pages long and if you use any resources, they should be properly cited with in-text citations.
Tip: Be sure to take a look at the Rubric below! This will give you a solid understanding of the exact criteria that will be used to grade this part of your paper.
Use these headings in bold font in your plan and cover the points beneath each heading.
Product and Value Creation
Explain in detail how the product(s) or service(s) offered by the company provide value to the Target customer.
Are there any other products that you feel this business should offer to attract this market?
Tip: Watch this
short videoLinks to an external site.
on how to analyze your Target Market so that you get the 4P’s just right! (Select “CC” for closed captions.)
Thinking about your Target Market, discuss how this pricing strategy offers them value.
Promotion and Value Communication
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Darnellium Marketing Plan
Part A:
Marketing Plan Purpose, Mission Statement and Competitive Advantage
Jonathan Darnell
ECPI University
MKT214: Marketing Management
Instructor Name
5/12/2024
2
Introduction
The proposed business name is Darnellium Athletic Brand Company. The company will
focus on manufacture and sell of performance enhancement clothing, which would target
athletes. Both elite as well as novice athletes would be targeted as the preferred market segment.
In addition, performance enhancement clothing can be valuable for patients suffering from
muscle and bone issues. The specific products that would be produced include athletic t-shirts,
athletic sweatshirts, athletic jumpsuits, athletic shoes, athletic wristbands, athletic vests, and
many others. Darnellium Athletic Brand Company is a proposed startup company that would be
based in Miami, Florida.
Purpose of a Marketing Plan
The purpose of a marketing plan is to stipulate the strategy that would be involved to
attract new clients and retain current customers, with the intention of increasing sales revenues
over the years (McDonald & Wilson, 2011). It is a plan on how to increase a company’s market
share, market penetration, and loyalty of customers. The marketing plan sets out the strategy
used to get people attracted to the products and services of a company.
This marketing plan would be effective in meeting business goals because it inspires
innovation and creativity in order to meet unique customer needs. Meeting unique customer
needs would translate in higher sales revenues, meeting the business need for growth and
expansion (McDonald & Wilson, 2011). This marketing plan outlines the strategic advantage
that would be employed by the company for success – performance enhancement apparel, which
would attract many clients in the sports industry.
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Mission Statement
Mission: To be the leading Sports Company with the technology and innovation that helps
athletes to enhance their comfort, skill, sportsmanship, and resilience that would help them attain
both personal and team excellence.
This mission statement is inspired by the increasing importance of including technology
solutions in everyday life. Darnellium Athletic Brand Company is focused on utilizing available
and emerging technology solutions to produce products that offer more value to customers.
Athletic value is definitely revealed through sportsmanship and skill, which are crucial for
continuous improvement of athletes. To the customer, this statement means continuous
improvement for all products and services offered by Darnellium Athletic Brand Company. This
is because technology and innovation are constantly changing and incorporating them in apparel
would mean continuous changes to the apparel (David, 2020). Employees of the company would
interpret the mission statement as a proposition for continuous use of critical thinking,
innovation, and creativity in the design and manufacture of products and services. It would
challenge employees to show more commitment and engagement in meeting company goals and
objectives.
Competitive Advantage Statement
Competitive Advantage Statement: Darnellium Athletic Brand Company seeks to enhance
athletic enthusiasm and comfort by leveraging current and emerging technology products and
solutions in order to improve athletic performance and resilience by offering higher breathability,
better movement, greater temperature control, water resistance, and moisture control.
This statement aptly complements the mission statement. This is because it offers more
information on how use of technology solutions would enhance the athletic products. This
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statement is effective in communicating the unique nature of this business because it reveals the
unique characteristics of apparel that would be produced by the company. This statement is
effective because it efficiently explains how the company would stand out against its competition
in the market (David, 2020).
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References
David, F. R. (2020). Analysis of Vision and Mission Statements Characteristics and their
Association with Organizational Performance: A Guide to Writing Effective Vision and
Mission Statements. Applied Studies in Agribusiness and Commerce, 87-95.
McDonald, M., & Wilson, H. (2011). Marketing Plans How to Prepare Them, How to Use
Them. New York: Wiley.
1
Barbara’s Bakery Marketing Plan
Part B:
Situation Analysis and Brand Strategy
Jonathan Darnell
ECPI University
MKT214: Marketing Management
John C. Rajan
5/20/2024
2
Introduction
Barbara’s Bakery operates in the foods and beverages industry and it is well-known for
its high-quality baked products made from the best available ingredients. It has a huge customer
base that is enthusiastic about its baked products. To stay competitive, it needs to carry out
detailed situation analysis and create a strategic marketing plan. The following analysis will use
the SWOT analysis and Competitive Analysis models to determine the business environment and
offer an understanding that facilitates a reliable marketing strategy for success. Moreover,
customer analysis through segmentation, targeting, and positioning (STP) is done to establish the
target customers.
Business Situation
1. SWOT Analysis
Strengths
Barbara’s Bakery is liked by many customers due to the high-quality baked goods it
produces using natural ingredients. Moreover, it enjoys support from loyal customers and a
highly positive perception due to the tasty, craftmanship-baked products (Straková et al., 2018).
Another strength is being situated in an urban area with many people, attracting a constant
customer flow.
Weaknesses
The bakery is disadvantaged by a reduced product range. This is because it provides one
type of product, making it incapable of meeting varied customer preferences. Another weakness
is an overreliance on the local market (Straková et al., 2018). This makes it have a reduced
customer base that affects its growth.
Opportunities
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There are some opportunities that the business can leverage. One of them is entering the
online sales niche as a way of attracting new consumers to expand the customer base. Similarly,
it can create and introduce new varieties of products like gluten-free cakes to satisfy varied
consumer preferences. It can also work with local restaurants to help it expand its brand
awareness and increase sales volumes (Straková et al., 2018).
Threats
Barbara’s Bakery faces stiff competition from highly organized bakeries that offer diversified
products (Straková et al., 2018). There is also a threat of economic instability which limits the
spending capacity of customers leading to reduced profits.
2. Competitor Analysis
Barbara’s Bakery is unique compared to its competitors because it offers high-quality baked
products using natural ingredients. Most competitors use mass-produced ingredients to develop
their products. Its pricing is competitive although it is positioned as a premium brand, something
that can make it unique from competitors. Unlike Barbara’s Bakery, most competitors adopt an
aggressive marketing approach using online sales. This is not available for Barbara and it is
worth considering.
Customer Analysis
Segmentation
The bakery splits its marketing according to demographic and psychographic elements.
They comprise people and families residing in the locality and are interested in fresh, highquality products (Kitchens et al., 2018). It also comprises individuals interested in healthier foods
from natural ingredients.
Target Market
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The major target market for the business is local consumers who want authenticity and
would pay a premium price for naturally-produced baked products (Kitchens et al., 2018). It also
has a secondary target consisting of consumers who are keen on healthy foods.
Positioning
The bakery is positioned as a premium, customer-based bakery that values high-quality,
naturally-made goods from locally available ingredients (Kitchens et al., 2018). The positioning
concentrates on the artisanal aspect and product quality that satisfies consumers who want
authentic goods and natural taste.
Market Strategy
Product Development
This strategy has been selected because of various reasons. Since Barbara’s Bakery
should strive to meet various consumer needs, it needs to widen the product range to cover
aspects such as low-sugar, vegan diet, and gluten-free products. Moreover, it needs to utilize its
current strengths. Being known as a bakery that focuses on quality, it can develop new products
that maintain a similar degree of excellence (Ferrell et al., 2023). By developing new products,
the bakery can not only retain existing customers but also attract new consumers interested in
products with diverse ingredients and variability.
Conclusion
A SWOT and competitive analysis will help Barbara’s Bakery have a good understanding
of strengths, weaknesses, opportunities, and threats. Moreover, the STP analysis is important for
better marketing and positioning in the competitive market. By utilizing a product development
approach, the business will satisfy the changing needs of consumers and ensure that it stays
relevant.
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References
Ferrell, O. C., Hartline, M., Hochstein, B. W., & Boivin, M. (2023). Marketing strategy.
Cengage Canada.
Kitchens, B., Dobolyi, D., Li, J., & Abbasi, A. (2018). Advanced customer analytics: Strategic
value through the integration of relationship-oriented big data. Journal of Management
Information Systems, 35(2), 540-574.
Straková, J., Pártlová, P., Dobrovič, J., & Váchal, J. (2018). Situational analysis and its role in
the process of strategic business management. Polish Journal of Management Studies, 18.
