“Marketing Strategy” Please respond to the following:

1) Imagine you have been promoted to a brand manager for a frozen pizza. The promotion is a
challenge being that sales for the pizza have gone backward three years in a row. Assess what
you will need to know or what questions need to be answered before you can size up what is not
working about the current strategy.

2) Pick a new product category that has been introduced in the past six months. (Be sure to pick
a new product category such as the tablet, instead of a newer version of an existing product, such

as the iPad 2). Develop a strategy to assess how to measure the new product’s success or failure
over a 12-month launch period.

NOTE: THE following is an explanation OF THE MAIN DISCUSSION 1 from my professor
TO GIVE YOU INFO and an idea to answer. Of course please DO your own research and apply
reference if applicable.
Measuring Strategic Success
You’ve developed your strategy plan and have a clear road map designed to reach your vision.
The next step is to put your plan into action and manage the process as well as the plan’s
performance. Creating good, solid measures is the first step to developing your performance
scorecard. Measures are quantifiable performance statements, and they must follow certain
guidelines. Measures should be
1.Relevant to the goal and strategy

2.Placed in context of a target to be reached in an identified time frame

3.Capable of being tracked period after period

4.Owned by the person who’s responsible for the goal
The following are different types of measures:

•Efficiency measures: These measures are productivity and cost effectiveness measured as ratio
of outputs per inputs. Examples of efficiency measures include turnaround time per application
processed and number of students graduating to number of students enrolled.

•Outcomes measures: These measures are the end result of whether services meet proposed
targets or standards and demonstrate impact and benefit of activities. Examples include the
percent increase in internships and the application to enrolled yield rate.

•Quality measures: These measures gauge effectiveness of expectations and generally show
improvement in accuracy, reliability, courtesy, competence, responsiveness, and compliance.

Examples of quality measures include number of audits with no findings or within a range of
accuracy.
•Project measures: These measures show progress against an initiative that has a terminus. The
measure is usually stated as the percent complete.
Sometimes the measures are obvious, like number of new customers. Other times, they can be
hard to come up with. If you’re stumped, ask yourself some of the following questions:

•What causes this goal to occur?

•What causes increased sales?

•What causes operations to improve?

•What causes an increase in market share?

•What causes customer satisfaction?

•What causes employee satisfaction?
See the figure for a helpful list of possible measures. For more key performance indicators,
check out the KPI Library website.

MAIN DISCUSSION 2

“Changing Marketing Strategy” Please respond to the following:

1) Chose a company that you feel needs a tweak to its marketing strategy and recommend a
change. Provide a rationale for your recommendation.

2) In 2011, Netflix made two major blunders that impacted the number of subscribers, revenue,
and the stock price: the separation of the DVD business and the increase in subscription fees.
From the first two e-Activities, assess the situation today. Determine what price Netflix paid to
get where they are today.
First two E-activities web: A) Go to the CNN Money Website to read the article titled “ Netflix
Abandons Plan for Quikster DVD Service,” dated October 10, 2011. Be prepared to discuss.

B) Go to PC Magazine’s Website to read the article titled “Netflix Tops iTunes as Largest Online
Movie Service,” dated June 3, 2012. Be prepared to discuss.

NOTE: THE following is an explanation OF THE MAIN DISCUSSION 2 from my professor
TO GIVE YOU INFO and an idea to answer. Of course please DO your own research and apply
reference if applicable.

Changing the Marketing Strategy
Regular Reviews
Plan to review your marketing plan at least once per year to ensure all of your objectives, target
demographics, market research and marketing activities still fit your company. If your business
changes frequently, set more frequent review intervals, such as once a month or every quarter.
Meet with the key employees who utilize the marketing plan to review its accuracy and suggest
revisions.
Completed Marketing Campaigns
If you use marketing campaigns with specific end dates, take time at the end of each campaign to
make necessary revisions to the overall marketing plan. Evaluate how well the completed
campaign worked based on the established goals and outcomes. Use this information to revise
the specific types of marketing activities you want to focus on in your marketing plan. For
example, if you try a social media campaign that proves effective, revise your marketing plan to
integrate more social media and online advertising.
Product or Service Changes
Another change that possibly triggers the need for marketing plan revisions is a shift in your
product line or services. As your company offerings change, the way you market them is also
likely to evolve. In some cases, the new products or services change the target demographic for
your marketing efforts. For example, if you own a general fitness club and decide to switch to a
women-only gym, your target demographic narrows to only women.
Company Restructure
A major restructure of the company is another time when the marketing plan needs a review.
Major changes in a business typically affect all aspects of operation, including marketing.
Restructuring may affect the marketing budget, the people who handle marketing, and your
goals for the campaigns, particularly if the restructure is due to financial difficulty. Revise the
plan as needed so your marketing efforts align with the new company goals.