Think about a product or service that you have purchased in the last 1-4 months that uses a coupon. This can be a paper coupon, electronic coupon, Groupon, etc., as long as you got a reduction in price, a free item, or some other type of benefit. 1) What was the product or service? 2) What was the benefit of the coupon? 3) Did the company do anything that reflected the targeting and positioning of the brand in the delivery of the coupon? 4) If you were the marketing director of the company, and you took MBA 7602, how would you use the concept of couponing (i.e. reduction in cost, free item, additional benefit, etc.) differently to totally reflect the brand's segmentation, targeting, and positioning? Be as creative as you want and integrate all concepts that you have learned in the course.© BrainMass Inc. brainmass.com October 17, 2018, 12:18 pm ad1c9bdddf
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1. I spent 15 dollars for 30 dollars' worth of flowers from FTD, via Groupon.
2. Discount ($15) for delivered flowers
3. Neither FTD nor Groupon did anything that reflected the targeting and positioning of the brand in the delivery of the coupon. Once the coupon was purchased, I had the choice of downloading the coupon on to my computer or just using the code given to me. It was very sterile, with simply a reference to the FTD website.
4. There are lots of places to buy flowers, with many different offers (1-800-Flowers, ProFlowers, Teleflora); however, only FTD has been in business since 1910. FTD should capitalize on the size of the organization with consumers, and tradition of excellence. Sending someone flowers usually involves emotions (romance, love, sympathy, gratitude). It is a difficult proposition since it is done infrequently by most of us, filled with pathos, and done from afar. It involves a leap of faith. FTD should take advantage of this by positioning themselves with consumers as the florist of quality and dependability both in delivery of fresh flowers and in terms of their ability to reach consumers ...
This detailed solution discusses past coupon use and ways company marketed to consumer. It suggests actions that the director of marketing for a company could take to use the concept of coupling (i.e. reduction in cost, free item, additional benefit, etc.) differently to totally reflect the brand's segmentation, targeting, and positioning.
Case Study Analyses
Can you please help me with a case study analyses using the attached case study?
I need help with the following written case study analysis using the the following outline:
- Facts or Size-Up
List major facts that are pertinent to your analysis. Do not include matters of opinion.
- Marketing Strategy
Identify the existing marketing strategy and any alternative one you would recommend. It is recommended that you apply Michael Porter's "Five Competitive Forces" model and also perform a "SWOT" Analysis. (See the Appendix for explanations of these models.)
List major problems including opinions, value judgments, or tentative conclusions.
Identify the situation or set of situations that most concerns the subject matter relative to marketing. Demonstrate that you recognize the many diverse aspects of the case and have particularly identified the relevant marketing concerns.
- Functional Policies
Identify the policies of the company in the following functional areas, as appropriate: financial planning and control; marketing, advertising, and product development; engineering and research; production; and human resources.
List several alternative courses of action that might be taken to solve the major problems.
- Plan for Actions
Choose the most plausible alternative course of action and amplify it to make a detailed plan to be implemented. Name specific details: people, places, dates, amounts, etc