The Marketing Director of Fitbit has asked you to prepare a marketing strategy for Fitbit for the next 18 months. Specifically, you need to prepare and submit a written report on the following: a) An analysis of the marketing situation of Fitbit using appropriate tools. b) Your proposed marketing strategy, including objectives, strategic focus, competitive positioning and a marketing mix. the body of the report should be as following: (1900 word count) 1. Introduction 2. Situation Analysis (Existing Fitbit Facts) * Business Purpose & mission * Marketing Audit a) micro & macro examination. b) objectives c) strategies & activities (target market/position strategy/marketing mix) (Internal & External analysis) *SWOT Analysis 3. Marketing Objectives ( from this point (3) onwards talk about your recommendation and plan) SMART and use only 1-2 sentences must link this objective to the situation analysis 4. Segmentation, target market, differentiation/ competitive positioning strategy/ competitive advantage. must be linked to the situation analysis and objectives. 5. Marketing Mix (Implementation) a) Product (brand, innovation, NPD & NSD) b) Price c) Place d) Promotion (marketing communication) e) Process f) Physical evidence g) People (Mention everything but focus on few) 6. Evaluation & Control ( Short Paragraph) 7. Organization – Resources (people/IT/logistics/infrastructure/capital expenditure.. etc) (Short paragraph) Internal marketing – changes to the mind set/organizational culture/ staff/ key decision. 8. Conclusion/Summary 9. References (The students can have +/- 10% the word count and Please ensure that you use font size 11 or 12, line Spacing 1 , and, an easy to read font such as Arial, Times New Roman or Calibri. please use correct grammar and spelling, reads well, and, that you use correct Harvard referencing) Include graphs, trends, tables to illustrate your essay as well.
The post prepare a marketing strategy for Fitbit appeared first on My Assignment Online.