Week 5 CEA Project Previous Next? Instructions Project: Creating the Communication Strategy This course has a major project assignment due in Week 5. It will take more th
Week 5 CEA Project
Instructions
Project: Creating the Communication Strategy
This course has a major project assignment due in Week 5. It will take more than a week's effort to adequately complete it. Plan time to start the research and work on the assignment earlier than the week in which it is due.
Using the same organization, you selected in Week 1, imagine that you will be making a Microsoft Power Point presentation to the organization's board of directors or other decision-making leaders (depending upon the type of organization you are using). Your work this week will consist of two parts for the presentation.
- First, you will synthesize the key insights you have learned during the past five weeks.
- Second, you will present an Integrated Marketing Communications (IMC) strategy, a pricing objective, and a pricing strategy to the board of directors. Because this second part involves new material in the project, it will probably require the most research and analysis to complete this week's presentation.
The following sections provide greater detail about the two pieces of your presentation.
Note: The expectation for this project is a scholarly presentation. A scholarly presentation has two main distinctions:
- The notes sections of slides contain research citations, evaluation, and conclusions—just like in a good scholarly paper. In other words, a reader should be able to read your notes section as if he or she is reading an academic paper. The grading rubric suggests a level of critical thinking for the presentation (in the notes section particularly) that is on the level of a good academic paper.
- Key points and information on the slides are highlighted. A good slide contains no more than six lines of text. The slide should just contain the "big ideas" to help guide your reader through the main points.
In addition, for this project in particular, the first several sections of your presentation will use material you composed in the previous weeks of the project. However, use the slides and notes sections to show that you can do more than just copy from the previous weeks' papers. Show that you can summarize the material and present the most important points to your audience.
Part 1: Summary of Key Insights from the Course Project to Date
Using course work (and feedback!) you have completed so far in the course project, summarize key points regarding the organizational mission and how the new product/service and your proposed service delivery enhancements contribute to the organization's ability to complete the mission.
- New Mission; New Product/Service (2 slides)
- Provide a brief overview of the new/improved mission statement and the new/improved product or service you are proposing.
- Provide the board of directors with supported rationale for how the new product/service contributes to achieving the new/improved organizational mission.
- Service Delivery Enhancements (2 slides)
- Provide a brief overview of service delivery enhancements to improve efficiency and effectiveness.
- Provide the board of directors with supported rationale for how the service delivery enhancements contribute to achieving organizational mission.
Part 2: Communication Strategy
As new material for this week, you need to communicate to your "organization's" market segment the key benefits that make the organization distinct from the competitors. In addition, you need to announce the improvements in the delivery of the services by the company. Justify an Integrated Marketing Communications (IMC) strategy that includes the following:
- Advertisement (5–7 slides)
- Propose an advertisement featuring the new (improved) services and containing the following elements:
- A headline
- A subhead line
- A brand–positioning statement
- An artwork
- A layout
- Justify traditional and nontraditional channels to carry the advertisement.
- In the notes section, justify your channel selection. Use research to support your work.
- Propose an advertisement featuring the new (improved) services and containing the following elements:
- Pricing (2–3 slides)
- Justify both a pricing objective and a pricing strategy for the company on the basis of the information gathered from the case study, an understanding of the competition, and the likely attitude of current customers.
- In the notes section, justify why the organization should adopt the pricing objective and follow your pricing strategy, using appropriate examples, research, and reasoning.
- Conclusion (1 slide)
- Conclude with a statement positioning the brand around the new service delivery.
- In the notes section, defend the statement. Support your work with research.
Submissions Details:
- The presentation should be 12 to 15 slides in length.
- Place any references on the last slide, using APA style.
- By the due date assigned, submit your work to the Submissions Area.
- Name your document SU_MBA6011_W5_LastName_FirstInitial.ppt.
PROJECT 1
PROJECT 5
Marketing Strategy
Sonya Hatfield
South University Online
Professor Quigg
MBA6011
June 6, 2022
A marketing strategy for an organization refers to a business overall plan that will enable it get prospective consumers and possible convert them into their customers of their products and services. Developing of the marketing plans entails the isolation of a target segment, a set of goals, and the implementation of initiatives that are aimed at putting the words into action. (Zerjav at .el 2021).
A building construction organization marketing strategy can also be developed. Ideally this kind of an organization what it does is to execute the both the building and infrastructure work, for instance whatever that is given in drawings sheets, they make it become real by having it constructed at an agreed amount by their customers. Construction companies also have clients just like any other organization depending on what is to be constructed, they include: Companies, Developers, Government and Families. The following is the SWOT analysis that will be performed to this construction organization. (Stone & Machtynger 2020)
1.) Strengths: -The construction company has to be efficient, this will come with an added advantage since it will avoid the wasting of materials, energy and efforts in its construction. This will ensure that the company has good profits in the long run and the customers needs of quality work will be met as well. The other strength of the company will be having healthy working relationships with the suppliers. This will ensure that the much-needed material will be readily available for any construction that is to be undertaken making the work to be continuous until the whole project is completed. The other strength will be having the possibility of working on other projects in the near future, this can be achieved by winning the clients on the quality of work delivered, this can make the clients give you more work or refer you to a friend that will need such services. This secures the future of the organization since the market will be expanding.
2.) Weakness: -Having inadequate definition of the customer needs, this could really cost the organization as the customers will seek the same services from other construction companies that offers the same service but with quality. The other weakness can be having too many levels of reporting in the organization structure. This tends to waste a lot of time which will later delay the entire project, other companies can take advantage of this and reduce on their levels of reporting making it quality in time spent on a particular project ending up taking all the shares of the customer of an organization with such weakness. The other reason could be having limited product or materials for the construction. This makes it very difficult for the work to proceed since the material in need for the construction of a particular project will not be available, companies that night be having such stocks will automatically get the contact and do the failed project.
3.) Opportunities: -One of the biggest opportunities will be getting the government funded construction projects. This will make the construction company very unique since not all government projects are handed to all organizations but rare, the receiving organization has to ensure that it delivers at its best. The other opportunity that will be available for the construction company will be the use of digital technologies, this will make them become more effective and competitive since they will be able to reach as many customers as possible.
4.) Threats: -This includes the equipment damage and theft, for instance the organization might seize to exist if all its equipment get damaged or stolen. Proper measures can be put in place to prevent such from happening. The other threat could be faulty work and missed deadline. Having faulty work will mean that the client is will not be happy with your work as a result loses them. This customer will be taken over by other organization that are offering quality work.
The organizations mission statement will be having the following core components namely: Customers, it should be clear on the list, give their names, location and what they say about the organization. The product and service, it should state the list of projects that the organization can work on, the materials that will be used and also the after-project services that will be offered. The market, the targets should be set and a list provided that will be subject to strutting in every single fiscal year to evaluate and advice on the future as well. The completive advantage against other organization can be clearly indicated on the uniqueness of the products, the type of engineers that are on the construction site and also the kind of sophisticated machines that are used. Measurability of how successful we are can be done by getting the mileage gained by the organization for a particular financial year, the number of customers and new markets penetrated can also be an area of measure. ( Li & Leonidou 2021)
A revised mission can state “to make sure that we deliver quality products that will be loved by all our customers” This will be an improvement since the organization will have to focus on the key components of the construction business that will be quality of the work done and customer satisfaction. If these two are meet then it will ensure the future of the organization in this line of business. This will make the management of the organization to start implementing the guideless and rules that will enable the mission statement becomes practical.
Reference
Zerjav, V. (2021). Why Do Business Organizations Participate in Projects? Toward a Typology of Project Value Domains. Project Management Journal, 52(3), 287-297.
Stone, M., Aravopoulou, E., Ekinci, Y., Evans, G., Hobbs, M., Labib, A., … & Machtynger, L. (2020). Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. The Bottom Line.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.
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