***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]I. PROJECT INTRODUCTIONApplication vs. AptitudeThe Marketing Strategy Project builds upon the knowledge of strategic planning acquired in thefirst phase of the course to develop strategic performance know how through the remainder ofthe course. In business, knowing what to do is less important that knowing how to do. TheMarketing Strategy Project isolates key concepts within each stage of the marketing planningprocess to improve your ability to use in practice. Each class session a specific text chapter willbe highlighted and you will have an opportunity to gain expertise in a particular area ofmarketing strategy. These class sessions will take the form of marketing strategy labs wherestrategic techniques can be practiced and perfected prior to preparing Marketing Strategy Projectdeliverables (e.g., presentation and report). Roundtable discussions permit each group to sharemarketing strategy and concept application ideas, as well as make progress on the projectdeliverables. Besides sharing marketing strategy “best practices,” these class discussionsshowcase the group(s) that come up with “benchmark” models for creating Eco/Green value. Group Arrangement & Focal OrganizationThe Marketing Strategy Project is designed as a group activity. You are allowed to work ingroups of up to five (5) students to develop a marketing strategy for a focal organization.Preferably, group members are selected because of a shared interest in an organization or market– not because of prior association. An open group member selection process furthers informalknowledge sharing and interpersonal discovery. The “Project Orientation” session allocates timefor students to become acquainted and choose their focal organizations. The focal organizationcan be profit or nonprofit and serve any type of market – including global and digital/onlinecustomers. In addition, focal organizations can serve both business-to-consumer (B2C) andbusiness-to-business (B2B) markets. From a learning perspective, the focal organization providesa context for students to consider the “real world” conditions that determine “real world”outcomes. For that reason, your group should select an organization with which you have a highlevel of interest and familiarity. You may also complete the project individually if other studentsare not as interested your focal organization.Eco/Green Business Model ThemeIn addition to making a transition from marketing strategy aptitude to marketing strategyapplication, the second phase of the course emphasizes the competitive advantages that areassociated with “Eco/Green Business Models.” Unlike prior episodes in business strategy when“Green Marketing” was primarily driven by social and environmental factors, future marketingstrategies will rely upon “Eco/Green” approaches to sustain the economic base of the businessmodel. However, your focal organization does not have to be a typical “green” enterprise.Eco/green marketing strategy advantages can be accrued from all aspects of every organization.So, the Marketing Strategy Project applies strategic marketing to achieve eco/green objectives. 1***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]II. PROJECT DELIVERABLESThe Marketing Strategy Project requires students to produce two graded deliverables:A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course pointsA) Report GuidelinesThe Marketing Strategy Report is a persuasive writing document that uses businesscommunication tone, style, and conventions (e.g., active tone, first person view, concisesyntax, bullet points, decision charts, etc.). The typed Microsoft Word document should bedouble spaced, use 12” font, and have standard margins with indented paragraphs. APA Styleguidelines should be used for citing sources and listing references. The page guidelines notedin each section of the report outline should be used as minimum ranges, since there is nomaximum page length on the report. The “Sample Marketing Plan” in the textbook“Appendix” (pp. 155-163) provides an example of the expected tone, style, format, forconcept strategy descriptions. The Marketing Strategy Reports contains seven sections, including an “Executive Summary” placed at the beginning and “Supporting Documentation” (references, diagrams, etc.) placed at the end. The criteria used to evaluate each section are outlined below.1) Executive Summary [1-2 pages; 3 points]a) Highlights high priority marketing strategies with supporting rationaleb) Provides a complete synopsis of each marketing strategy sectionc) Synthesizes individual marketing strategies to create a unique “value proposition” 2) Eco/Green Business Model Logic -- CHOOSE ONE [2-3 pages; 4 points]a) SWOT analysis of eco/green factors and trendsb) Competitive strategy (5 Forces & 3 Generic strategies) assessment of eco/green impactc) Value chain and “core competency” contributions of eco/green resource networkd) Relationship loyalty influence of eco/green values (suppliers/customers/stakeholders)-- Including relationship data-mining/intelligence tools like “Marketing Dashboards” & “NPV Marketing”2***** MARKETING STRATEGY PROJECT GUIDE *****“Executing Market Growth with Eco/Green Business Models”>> Presentation 25 Points; Report 40 Points <<[MKTG 600; W2K9; Dr. Carter]II. PROJECT DELIVERABLES (Continued)The Marketing Strategy Project requires students to produce two graded deliverables:A) A Group Report worth 40 course pointsB) A Group Oral Presentation (20 minutes) worth 25 course pointsA) Report Guidelines (continued)3) Target Market Segmentation & Positioning Strategy (Ch. 4) [3-4 pages; 8 points]a) Divide the broad market into narrower segments (include diagrams and data tables)b) Explain how segmentation variables improve the organization’s market share viability