Expert answer:Choose either the Marketing Profile or Financial P
Solved by verified expert:I need to choose one of these topic and write about them like the sample. You cannot select Apple!!!I have add two samples below. Marketing Profile (You cannot select Apple)Choose a branded product and identify and describe its general marketing profile.What are their products or services?Who is the target market?Identify some of their competing products
In general terms, what are their:
pricing strategies (Think BMW versus Kia)distribution channels (Think Amazon vs QVC vs Target)marketing communication strategy (Think TV vs Magazines vs Facebook)
Include any other marketing observations you identify. Not
longer than 2 pages. Organize your thoughts. An outline format with
sufficient detail to understand your analysis is acceptable. Here is a sample.
This was more detailed than required, but given all the online
resources, it’s not that difficult to pull off. Gatorade, currently owned by PepsiCo,
was the first product of its kind on store shelves, and it is still the
most dominant, commanding almost 80 percent of the sports drink market.
However in 2008 Gatorade repositioned itself as the G Series which
markets a series of athletic beverages toward athletes with formulations
for pre- and post- exercise use.Mission statement and Target Market:
Gatorade’s mission statement can be summed up in the phrase “Is it in
you?” “It forms the core message behind the Gatorade brand: the sports
drink purports to replenish the vital fluids lost during intense
physical exercise and help you perform your best.” The creators of the
product reasoned that water wasn’t enough to replenish the precious
salts and minerals lost during an athlete’s workout. In the beginning,
the target market focused on college athletics, especially football
players. Over the years, Gatorade has redefined their target market,
focusing on 18-24 year olds and a broad range of athletes and active
people. Market Segments: Its
core customer is pro and college athletes. Others are average
people who work out daily at the gym, or have other types of athletic
activities. Therefore they adopt a combination of “demographic
segmentation” based on the fact that most athletes tend to be 18-34,
“psychographic segmentation” – how the consumer describes themselves
through a combination of self-values, and lifestyle choices – as well as
“benefit segmentation” which groups consumers on the basis of the
benefits they derive from the product.Gatorade’s G series Product Extensions and Offerings:
According to their website: “Prime” is a pregame fuel that is designed
to be consumed 15 minutes before exercise to achieve more energy
maximizing the availability of carbohydrates to the muscles.
“Performance” (which is the original Gatorade blend beverage) is a
combination of electrolytes and carbohydrates designed to use in the
moment of activity to help rehydrate, refuel, and push through activity.
“Recover” is a protein and carbohydrate beverage that provides
hydration and muscle recovery after exercise.Pricing Strategies: Gatorade
perceive the value of their product from the customer’s point of view
and then prices accordingly, which makes their pricing strategy “value
based.” This is a type of “target costing” that is also demand
based. Not only does it satisfy the customer, but it also meets their
set profit margins.Distribution Channels:
Since their customers all over the world, Gatorade has a large
widespread distribution. Firstly, Gatorades is always visible at most
of the major sporting events like the NBA, NFL, WNBA, NHL, and the like.
Additionally, since Gatorade is owned by PepsiCo, they have a
contractual distribution system: you will always see Gatorade wherever
Pepsi: “retail intermediaries” such as Grocery stores, specialty sports
stores, and convenience stores. As well as “nonstore retailing” such as
vending machines in gyms and schools.Marketing Communication Strategy:
The most common form of promotion is television commercials: some
highlight the history, the performance of their product, and/or their
research. Most effective is their use of athletics sponsorships and
professional endorsements. They also use sales promotions by providing
samples at sports events, coupons, discounts and special displays.
Gatorade created such an impression among athletes that “word of mouth”
is another powerful promotional tool. Competing Products:
Gatorade has suffered a decline in sales and dominance over the isotonic
category as consumers switch to The Coca-Cola Co. Inc.’s Powerade and
other energy drink formulas products. “Powerade has half the salt
(sodium) and more calories from carbohydrates than Gatorade. For serious
athletes, Gatorade has a slight advantage especially in hot climates.
The average person working out would not know the difference. But may
enjoy the flavor of PowerAde more due to the extra sugars.” Also
PowerAde is cheaper than Gatorade, and a person struggling in this
economy might be more attracted to lower prices. Financial Profile (You cannot select Apple)Choose a publicly traded company and complete the following:
Company nameStock symbolIndustries in which the company competesExchange where the stock trades52 week high, 52 week lowAverage daily volumeWeekly closing price for the last 5 weeksGeneral information about the company (What do they do?)Basic financial information about the company (Annual Revenue, Annual Profit or Loss)Recent development(s) (e.g. a new product, management change, etc.)Prospects (Anything in the near future we might expect to see happen?)Personal appraisal (Your final thoughts).No
longer than 2 pages. Organize your thoughts. An outline format with
sufficient detail to understand your analysis is acceptable.
Here is a sample.
This was more detailed than required, but given all the online
resources, it’s not that difficult to pull off.
Company ProfileCompany name: Martha Stewart Living Omnimedia Inc.Industry in which the company competes: Media, Retail & Consumer Product ManufacturersStock symbol: MSOExchange where the stock trades: NYSE52 week high: $17.0052 week low: $7.56Average daily volume: (3 Month) – 640,055(10 day) – 2,471,000Weekly closing price for the last 5 weeks:7/26/04 – 11.217/19/04 – 10.857/12/04 – 11.817/6/04 – 8.706/28/04 – 8.97General information about the company (What do they do?):There
are three major segments to Martha Stewart’s Omnimedia Company. All
aspect of the organization involve do it yourself, how to information
and products for the home.
MediaMagazine
Publishing: This is the primary business with the magazine titles
Martha Stewart Living, Martha Steward Weddings and Martha Stewart
Baby/Kids. Book Publishing: These are mainly special interest publications that were written by Martha Stewart and her magazine editors.Periodical Publishing: She has a syndicated AskMartha newspaper columnTelevision:
Martha maintain a nationally syndicated television show, the one hour
daily Martha Stewart Living as well as a daily one hour show on cable
from Martha’s Kitchen. She also maintains a weekly appearance on CBS The
Early Show and occasionally has some prime time network specials.RetailNon
Store Retail: This segment includes the catalogue shopping, direct
mailers and the internet sites that hose Martha Stewart products. The
largest and most popular internet sites are MarthaStewart.com and
marthasflower online store. She also maintains a gift and bridal
registry with other retailers.Consumer Products ManufacturersMartha
Stewart living has literally built its brand on house wares and
furniture products. She has a partnership with Kmart retailers to sell
her products in their stores. The products range from Sherwin Williams
wall paints to kitchen mitts and gloves.
General financial information (Sales, profit):2003 Sales (mil.) – $245.81-Year Sales Growth – (16.7%)2003 Net Income (mil.) – $2.7Revenue: $232,320,000Profit Margin (ttm) – -5.86%Operating Margin (ttm) – – 6.96%Recent developments (e.g. a new product, management change, etc.):There
have been a plethora of recent developments for this company, which has
caused chaos and turmoil throughout this last year. Most recently is
the changes that have been made to the board. After the resignation of
the lead director Chairman, a new team has quickly been reassembled.
While this shake up is the most recent, the biggest hit that the company
and stock received was due to the legal trouble facing the creator and
leader of the Company Martha Stewart. After being accused of Insider
trading and subsequently sentenced to prison, the stock has fluctuated
dramatically in response to these turns of events. Many people have lost
faith in the brand while others seem more willing to show overwhelming
support to the decorating diva and her enterprise. Kmart, the largest in
store retailer for Martha Stewart has also been in recent legal trouble
which is possibly the culprit for additional instability.Prospects (Anything in the near future we might expect to see happen?):The
next year should provide even more twists and turns for all aspects of
the company. With Martha Stewart just having been sentenced to prison
and waiting appeal, she can still provide a hand in the company.
Although when she does presumably do her 5 month sentence in prison, se
will no longer be as involved with the management. The media outlet is
affected as she will not broadcast from her jail cell, the publication
has already suffered as advertisers are reluctant to associate
themselves with her brand and the fall out of Kmart’s legal issues could
also be another huge problem. There are many things working against the
success in the near future. The stock did rise after Martha was given
her sentence, being that it is not too harsh or long, we can expect her
to be fully immersed in the business in the future. She is not currently
imprisoned, but when that does happen we may see dramatic changes in
profitability and stock performance for the company.Personal appraisal (You final thoughts.):I
think that the Martha Stewart industry has been somewhat exciting to
track and watch in the recent few months. With all of the twists and
turns in the legal world we have seen how each has affected the business
industry as well. A company that is so heavily based on the name and
reputation of a single individual can suffer or persevere. When she was
extremely popular the company soared, but now with the current problems
it is very apparent how risky it is to risk the success of an entire
company on a single person. I look forward to seeing what the future
brings for the company and the stockholders.Include addresses of web-sites you visited for your research:http://www.hoovers.com/mso/–ID__53053–/free-co-f…http://marthastewart.comhttp://finance.yahoo.com/q?s=MSO
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