*** SEE ATTACHED DOCUMENTS FOR THE BACKGROUND OF MY PRODUCT***For this week’s course project, you will begin defining the marketing mix for your project. Specifically, you will define the product, price, and place components of the marketing mix. Please note that this is a two-part assignment. To complete this assignment, do the following:Part 1 – Product Features and BenefitsFor this part of the project, you will define the features and benefits of your product. Your benefits should be based on what you learned about your target market’s needs, so review what you wrote about the target in the previous assignment and then do the following.List a minimum of three product features you will include in your new product.Explain the benefits to consumers of each feature.Include in-text citations, a title page and a reference page formatted according to APA standards. Your paper should be a minimum of one page.Part 2 – Price and PlaceFor this part of the project, you will create a PowerPoint presentation that includes your pricing and distribution strategies. Do the following:Create a “price” slide that includes a comparison of the suggested retail price of your product with the price of similar competitive offerings. Include a product image or logo of each competitor, along with its price.Create a “place” or “distribution” slide that includes the types of channel partners you plan to use to distribute your product to the consumer in a distribution channel chart. A distribution channel chart shows the relationship between your company (the manufacturer/producer) and its channel partners (e.g., wholesalers, retailers, etc.). Your distribution channel chart should include at least three different distribution channels (paths for getting your product to the customer). To see examples of a distribution channel chart, conduct a Google images search for “distribution channels.” Instead of using generic labels such as “retailer,” include specific channel partners, such as “Walmart.”The PowerPoint presentation should include a title slide. The presenter’s notes on each slide should explain the rationale for your pricing and place/distribution decisions. The final slide should list any references, formatted according to APA standards.Record your PowerPoint presentation with narration. Click here for instructions on how to record your presentation with narration in PowerPoint. You should present your ideas as if your audience is the senior management team. Communicate your recommendations using an influential tone and engaging presentation style.Discuss any technical issues you experienced and what you did to troubleshoot them. If there were no technical issues, discuss your process for using multiple windows and applications (e.g., PowerPoint and Internet browser) to effectively complete the assignment (e.g., to create the slides, locate product images, etc.).
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Mod 01 Course Project
1
Module 01 Course Project
Company and Product Selection
Matthew Marquette
Rasmussen College B475/MAR4806
Author Note
This paper is being submitted on February 17th, 2019 for Professor Bonnie Anderson
B475/MAR4806 Section 01 Marketing Capstone.
COCA COLA COMPANY
2
The coca cola company is an American corporation. It is a retailer and marketer of nonalcoholic beverages. The most known beverage is the Coca Cola which was invented by a
pharmacist known as John Stith Pemberton. The company has been doing very well in the
market. As a brand manager, I am supposed to launch a new product on the market (Barney, et
al. 1995). This is due to the fact that the company values innovation and this is a top priority.
However, understanding the business will be the first requirement prior to the launch of the
product.
Understanding the business will mean looking at different things such as the competitive
advantage. With the level of competition continuing to rise, it is essential for every brand to have
a competitive advantage. It is important to note that for a product to take leadership in any
particular industry, something must stand out. The following are the competitive advantages of
the Coca Cola Company.

Global presence and brand image- Coca Cola as a brand are present in more than 200
countries. Both its logo and name are easily recognized anywhere. This is one of the key
strengths. Furthermore, Coca Cola’s brand image is represented youthfulness and energy
due to its connection with the young generation.

Large supply and distribution network- The Company has one of the largest supply and
distribution network in the world. This means that it is basically a leader in the industry.
It is important to note that Coca Cola as a company deals mainly with drinks. This means that
it belongs to the beverage industry. This is the industry in which the Company competes. As a
result, the product is to be launched in this same industry. This is because the diversion to
another industry may make the product less popular. Concentrating on the same industry will
also make sure that we reach the same population of people. We will also know how to deal with
COCA COLA COMPANY
3
the competition since it is an industry we are familiar with. It is important to note that there are
certain factors that must be considered for a product to succeed in the beverage industry. Below
are three of these factors;

Consumer knowledge- this is a vital factor for any product launching in the market.
Without this knowledge, the marketing of the product will be difficult and thus failure.

Research and analysis- research and analysis are to make you as a producer find cheaper
ways to make your product and also different ways on how to improve on the product
you are making.

Goals- for any beverage Company to succeed, then a goal must be set. A clear welldefined goal ensures that the business does not lose focus but rather sticks with its
objectives.
These are some of the factors that have helped the Coca Cola Company to succeed in the
beverage industry. However, the Coca Cola Company paired these factors with other marketing
strategies. Coca Cola uses Pricing as a marketing strategy. They do this by first selling new
products at low prices and then increasing them over time. This helps in that people have already
identified with the product. This will most likely ensure sales. Sponsorship. This is also used as a
marketing strategy for the Coca Cola Company (Wright, et al. 2017). The company sponsors so
many events such as American Idol. By doing this, they end up creating awareness and therefore
popularizing their products. The advertisement is also used as a marketing strategy by the Coca
Cola Company. They have created profiles for social media accounts such as Twitter, Instagram
and Facebook. This is effective especially now that almost everyone has access to the internet.
In as much as Coca Cola Company has made all these advancements in the industry, other
beverage companies are also growing. Pepsi and Red Bull are only two examples of the
COCA COLA COMPANY
4
competitors Coca Cola faces. Red Bull has a competitive advantage over Coca Cola. The founder
of Red Bull was the first to introduce energy drinks. It also has an appealing brand image. The
drink is associated with so many sporting activities. It has actually surpassed Coca Cola in this
sector. Pepsis competitive advantage is mainly its product portfolio. While it is a beverage
company, it also has snacks that are associated with it different from the others. Pepsi as a
company also focuses on technology. This is advantageous in that most people identify with
technology today. This has even popularized their product more. From the research, I now
understand Coca Colas key competitive advantages (Miller, et al. 1998).

Global presence- in as much as these other companies also thrive on global presence. The
global presence of Coca Cola Company precedes any other company in the industry.

Financial strength- It is important to note that Coca Cola existed in the industry way
before the other beverage companies. This means that they have financial capabilities that
precede the rest.
Initially, I thought that due to the large supply and distribution network of Coca Cola
Company, then it definitely had a competitive advantage over the other companies. However,
further analysis has shown that Coca Cola’s Competitors also have a large supply and
distribution network. For one, Pepsi even runs hotels and restaurants. However, the global
presence of Coca Cola still remains a competitive advantage for other companies. This is
because Coca Cola is known everywhere. Many people identify with the white and red logo of
the Coca Cola Company.
Due to all these factors, the best product to launch is an energy drink. This is because Coca
Cola’s competitive advantage will ensure it stays at the top. Furthermore, energy drinks such as
Red Bull and Malt do not have the type of global presence Coca Cola has. This will also ensure
COCA COLA COMPANY
5
that Coca Cola deals with all the products. The consumers will be able to access whatever they
want in any Coca Cola shop (Doyle, et al. 1989).
This will require a cross-functional team. Marketing is an area that will be needed in the
cross-functional team. This is because the product is new and will, therefore, require the right
channels to market it. Operations will also be an important area in this team. This is because the
raw materials for the making of the energy drink will need good management. Lastly, Finance
will be also required to help manage the financial resources delegated towards the new product.
A cross-functional team is beneficial in that you get different insights from everyone. Creativity
and problem solving are also increased in these teams.
However, in some cases, diverse perspectives are not respected in a team. This can lead to
serious demotivation and slow growth in the team. The team is also made weak by the fact that
the opinion of one person is not respected. This creates a weakness in the team. This will
eventually lead to the failure of the business. If cross-functional teams work together and respect
each other, then the business goal will automatically be achieved. There is strength in unity. The
company will approach milestones as one entity. Each person’s voice will be heard and respected
(Porter, et al. 2008). This gives a sense of importance and motivation.
6
COCA COLA COMPANY
References
Barney, J. B. (1995). Looking inside for competitive advantage. Academy of Management
Perspectives, 9(4), 49-61.
Doyle, P. (1989). Building successful brands: the strategic options. Journal of marketing
management, 5(1), 77-95.
Miller, D. (1998). Coca-Cola: a black sweet drink from Trinidad. Material cultures: Why some
things matter, 169-87.
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education.
Porter, M. E. (2008). Competitive advantage: Creating and sustaining superior performance.
simon and schuster.
Running head: SITUATIONAL ANALYSIS AND OBJECTIVES
Module 02 Course Project
Situation Analysis and Objectives
Matthew Marquette
Rasmussen College B475/MAR4806
Author Note
This paper is being submitted on February 24th, 2019 for Professor Bonnie Anderson
B475/MAR4806 Section 01 Marketing Capstone.
1
SITUATIONAL ANALYSIS AND OBJECTIVES
2
Part 1 – Situation Analysis
Digital Resources
There are several relevant digital resources that I identified about Coca-Cola Company
and the products it provides in the market. The most important digital resource was the
company’s website. However, I also identified Yahoo Finance to be an important digital resource
specifically when looking for various financial statements for Coca-Cola Company. Some of the
statements include the statement of financial position, the income statement, and the statement of
changes in equity.
SWOT Analysis
Strengths
Weaknesses

An incredible brand identity

Great competition from Pepsi

Has a great distribution network

Huge concerns over some of the
across the world

contents in its products
Is a trusted brand by millions of

Low product diversification
people

Water management issues

Very high sales

It has been blamed for increased rates

Easy access to new markets
Opportunities
of diabetes and obesity
Weaknesses

Diversification of its product range

Issues in water sourcing issues

Accessing new markets in developing

Great competition from Pepsi
nations

Indirect competition from other

Producing packaged drinking water
companies such as Starbucks
SITUATIONAL ANALYSIS AND OBJECTIVES

Improvement of water management
3

issues

Increase the marketing of its lesser
consumed products
Unethical business practices by some
of its partners

Brand imitation in developing
countries
Discussion
From the SWOT analysis table presented above, there are several things that can be
discussed. The first thing is what role is played by the strengths and why they are important to
the core business of Coca-Cola Company. The strengths are important since they ensure that the
company has high sales across the world. Having a global distribution network means that the
company can easily use the channels to distribute its products thereby guaranteeing that success
and sustainability is achieved. The identified weaknesses pose as huge threats that can easily
push the business out of the market. Increased competition from Pepsi means that the company
could easily lose its market share to competitors and this could affect the realization of its goals
and objectives (Porter, 2008). These weaknesses also pose as huge risks for the business model
of the company. As a result, it is imperative that they are addressed by Coca-Cola Company.
For the company to pursue the identified opportunities, it must have to conduct
investments in each of the opportunity. For example, increasing its product range would mean
that the company would have to diversify its products. Such diversification could include coming
up with new brands and products that are delivered into the market (Hu, & Chuang, 2014). The
threats may be minimized through coming up with a great marketing campaign that increases
brand awareness in the market. Such a strategy would be aimed at occupying some of the market
share that is currently being controlled by Pepsi and other indirect competitors. The threats can
also be reduced through accessing new markets especially in developing nations. Doing this
SITUATIONAL ANALYSIS AND OBJECTIVES
4
would over time increase the sales revenue and this could increase the profitability and
sustainability of the company.
The list of strengths by Coca-Cola Company given this week can be compared to some of
the competitive advantages that were identified in the past week. The competitive advantages
that were identified include global presence, brand image, and large supply network. What I
noticed is that the competitive advantages of the company are all included in the strengths in the
SWOT analysis of Coca-Cola. This means that competitive advantages are strengths that can
allow a company to be successful within the industry. However, some of the strengths are not
competitive advantages since they are possessed by other companies in the industry such as
Pepsi.
From the SWOT analysis, some of the strengths can be used to overcome the weaknesses
of the company. For example the great distribution network can be used to tackle the intense
rivalry and competition that the company faces from Pepsi. This can be done through expanding
into new markets such as the Far East and developing countries. Doing this may increase the
market value of the company while at the same time increasing its revenues from sales
(Christensen, 2016). Coca-Cola is also a trusted brand by millions of people across the world. It
can use this trust to correct some of the water management issues that it has experienced in the
recent past.
Coca-Cola Company can also use the strengths to capitalize on the opportunities in the
market. One of the opportunities is expanding and diversifying its product range. Since the
company has a great distribution network, it can use this strength to create awareness about the
new brands in the market. Coca-Cola Company can also use its strengths to minimize the threats.
One of the strengths is high sales. The high sales level may be used to counter the threat of
SITUATIONAL ANALYSIS AND OBJECTIVES
5
intense competition from companies such as Pepsi. Countering the competition may help protect
its market share that has in the recent past been encroached by other companies in the industry.
Part 2 – Objectives
When developing a marketing plan for the Coca-Cola, it is imperative to come up with
several marketing objectives. These are goals that are supposed to be met by the plan once it has
been put into place. A marketing plan is essential for any company since it helps raise awareness
about the products and services that company delivers into the market (Noe, Hollenbeck,
Gerhart, & Wright, 2017). One of the major objectives is to increase the sales level. Companies
such as Coca-Cola aim at generating profits for their shareholders while at the same time
expanding into new markets. The increase in sales should also be higher than the costs that have
been incurred in various marketing strategies that have been adopted. When the sales level
increases, the profitability and sustainability of the business can be guaranteed and this can go a
long way towards realizing the goals of the business.
Another marketing objective is to increase product awareness in the public realm. The
main aim of marketing is to allow consumers to know about various products and services and
what needs and desires they can fulfill (Sirgy, & Dong-Jin, 2015). When Coca-Cola Company
launches a marketing strategy, it aims at creating such awareness. When awareness is created,
consumers can know what value they can receive from purchasing a given product or service.
Another marketing objective that may be developed by Coca-Cola Company is brand
management. Coca-Cola Company produces many brands under its name. Through proper
marketing, each of the brands can be appropriately managed and this can created sustained
sustainability and growth for the company. These objectives help shape the marketing plan
thereby determining its success or failure in the market.
SITUATIONAL ANALYSIS AND OBJECTIVES
6
References
Christensen, H. K. (2016). Defining customer value as the driver of competitive advantage.
Strategy & Leadership, 38(5), 20-25. doi:http://dx.doi.org/10.1108/10878571011072048
Hu, F., & Chuang, C. C. (2014). How can different brand strategies lead to retailers’ success?
Comparing manufacturers brand for Coca-Cola and private brand for Costco. Journal of
Global Business Issues, 3(1), 129-135. Retrieved from
https://search.proquest.com/docview/223740994?accountid=45049
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill
Education.
Porter, M. E. (2008). Competitive advantage: Creating and sustaining superior performance.
Simon and Schuster.
Sirgy, M. J., & Dong-Jin, L. (2015). Setting socially responsible marketing objectives: A qualityof-life approach. European Journal of Marketing, 30(5), 20-34. Retrieved from
https://search.proquest.com/docview/237020315?accountid=45049
Running Head: SEGMENTATION, TARGETING, AND POSITIONING
Module 03 Course Project
Segmentation, Targeting, and Positioning
Matthew Marquette
Rasmussen College B475/MAR4806
Author Note
This paper is being submitted on March 3rd, 2019 for Professor Bonnie Anderson
B475/MAR4806 Section 01 Marketing Capstone.
1
SEGMENTATION, TARGETING, AND POSITIONING
2
Segmentation, Targeting, and Positioning
Segmentation
Segmentation is the division of customers into segments or groups. The groups created
comprise of individuals with the same characteristics and interests. The four main types of
segmentation include; demographic segmentation, geographic segmentation, behavioral
segmentation, and psychographic segmentation. In demographic segmentation, customers get
divided according to their sex, gender, economic status, age, religion, and family size among others
(“4 types of Market segmentation and how to segment?” 2018). Behavioral segmentation divides
customers according to their decision making patterns, usage, and behavior. Psychographic
segmentation considers people’s lifestyle, the activities they partake in, their interests, and their
opinions. Lastly, geographic segmentation looks at the location of the individual. Market
segmentation is one of the oldest marketing strategies.
My ideas and opinions
Reasons consumers might want to purchase your product.

Fair prices

People trust the Coca-Cola brand

It is readily available

It doesn’t have many side effects
SEGMENTATION, TARGETING, AND POSITIONING
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The types of people who would use your product

People who like to hike

People who prefer energy drinks to alcoholic drinks
Occasions for which people might use your product

Family gatherings

Picnics
Research Findings
Why might consumers want to purchase your product?
The company has a strong brand image. People often want to identify with a popular
product. Coca-Cola is the most popular energy drink in the world. People can also trust the drink.
The drink is readily available. The company supplies to more than 200 countries worldwide. It is
rare to walk into a shop and find it lacking a Coca-Cola energy drink. The prices of the commodity
are low, an aspect that attracts more customers.
What types of people would want to use your product?
Coca-Cola is popular with young people. People who are still in their youth will most
definitely buy the drink. If you look at its commercials, it mostly advertises to a younger audience.
People with children are also likely to purchase the product. Individuals in college or have attended
college also use this product unlike those who aren’t or haven’t gone to college.
SEGMENTATION, TARGETING, AND POSITIONING
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On what occasions might people use your product?
The drink gets sold in various clubs so, during a night out with friends, people who don’t
take alcoholic beverages will most likely use it (“Coca-Cola Demographics and Consumer
Insights | Numerator,” n.d.). Family gatherings also include the drink in its budget because there
are people who don’t use alcoholic beverages as well as the presence of children in such meetings.
Work events also include such drinks. Finally, we have picnics.
Comparison between researched idea …
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