Unit Two Assignment Grade Sheet – Lee’s Pet Grooming and Day Care
**Textbook** Charles W. Lamb, J. F. (2018). MKTG (11 ed.). Boston, MA: Cengage Learning. Retrieved from VitalBook
Read the scenario and respond to the checklist items based on the Reading and Learning Activities.
Scenario: Lee is the owner of Lee’s Pet Grooming & Day Care, which is located in the city closest to where you live (Augusta, ME) Lee has now hired you to design the basic components of a marketing strategy for her business.
Checklist and Overall Task: Summarize a marketing strategy for Lee’s addressing each step.
Step 1: Mission
Redefine Lee’s Mission. Lee’s current mission is more of a product oriented mission statement. For example, “We sell flowers” or “We make pizza.” These are examples of weak mission statements.
- Using the KU online library, write a brief summary about what constitutes a strong market-oriented mission statement. (attached)
- Rewrite a marketing oriented mission statement for Lee’s business.
- To be THE name in pet grooming, and daycare in the greater Augusta area. Through reliable and quality service with a commitment to a safe, stress-free, family-style experience, our courteous and knowledgeable staff and a reputation for caring for your pets with the love and kindness that we give our own.
Step 2: Situation Analysis
- Describe methods that Lee could use to identify her internal strengths and weaknesses (Internal half of the SWOT analysis) information. Explain your response.
- Using the online library (link located in the Academic Tools area), conduct an environmental scan and identify opportunities and threats to the business. Examples could include competitive, technological, economical, socio-cultural, political, and legal forces.
- After completing your environmental scan or situation analysis, identify Lee’s competitive advantage against her direct and non-direct competitors in the city nearest to where you live. Examples include cost, product, environment, or niche. A discussion of competitive advantage should include a value assessment and comparison.
- Explain what advice would you give to Lee in her quest to build a sustainable competitive advantage?
Step 3: Marketing Objectives
Set Marketing Plan Objectives for Lee’s.
- Identify at least two S.M.A.R.T. goals (i.e., Specific, Measurable, Achievable, Relevant and Time-bounded) that Lee needs to set in order to refocus her business effectively based on its new mission statement.
These first three parts of the paper should be a minimum of 2 pages and use APA format and citation style.
Step 4: Marketing Strategy
- Describe your target market strategy for Lee’s business. Paint a clear picture on who Lee will be targeting for her product.
- Identify four (4) strategies for growth for Lee’s business using market penetration, market development, product development, and diversification.
- Briefly describe your marketing mix strategy.
Step 5: Implementation
- Using the concepts from the text, explain how you will turn your plan into a reality.
Step 6: Evaluation
- Using the concepts from the text, describe how will you evaluate and control your marketing strategy.
Constructive comments:
- Your submission should include a specific mission statement for this business. This will require research to identify mission statements for other similar businesses and developing a mission statement based on what you learn from that research.
- You should perform an actual SWOT analysis, which should include internal and external factors from the business environment (competitive, social, technological, economic, political/legal factors). See chapter two for more information.
- A SMART goal is an actual goal that the business sets for itself in order to achieve its overall mission; for example: ‘hire an interior designer by the end of March, 2018 to perform a study of our shop’s internal environment, in order to ensure that our mission of providing a calm, attractive social environment is achieved’ This goal is specific; it’s measurable (hiring the designer by the end of March is a measurable time frame); achievable; it’s certainly able to be completed within this time frame; results-oriented; the result is to receive a study by a professional; and time-bounded – March, 2018 latest. Your report should have two similar SMART goals included.
- Identify Lee’s competitive advantage – what specifically this business does that its competitors are not doing, and that pet grooming and day care consumers recognize and appreciate as having real value for them.
Personal comment: Lowering prices to gain market share is a dangerous strategy for a small business. It reduces critical profit levels that a business needs to survive and thrive in a competitive environment. Professional marketers are tasked with maximizing prices by creating offsetting value in products that consumers recognize and desire.
- Review Ansoff’s Matrix (chapter two) and choose one specific growth strategy – either market penetration, market development, product development, or diversification. A business must choose which of these strategies it wants to pursue, in order to become focused appropriately. Please be very specific in your choice and your analysis here.
Personal comment: a business should choose only one of these strategies, to avoid diluting its strategic focus.
Unit 2 Assignment Grading Rubric
| Unit 2 Assignment: Marketing Strategy | Percent possible | Points possible | Points Earned | Comments |
| Content per Checklist | 100% | 100 | ||
| Response addresses the checklist items and the scenario provided demonstrating analysis and critical thinking: | 80% | |||
| 1. Mission: · Using Library resources, defines a market-oriented mission statement. | 5 | |||
| ● Writes a marketing oriented mission statement for the scenario business | 5 | |||
| 2. Situation Analysis: · Describes methods that could be used to identify the internal strengths and weaknesses of the business. |
5 | |||
| ● Identifies opportunities and threats to the business. | 5 | |||
| ● Identifies the competitive advantage against direct and non-direct competitors in the city nearest to where he/she lives. | 5 | |||
| ● Explains what advice he/she would give on how to build a sustainable competitive advantage for the business. | 5 | |||
| Step 3: Marketing Objectives:
· Sets marketing objectives for the business | 5 | |||
| · Identifies at least two SMART goals regarding marketing strategy | 5 | |||
| Subtotal: | 40% | 40 |
| 4. Marketing Strategy · Describes the target market for the business. |
10 | |||
| · Identifies 4 strategies for growth using market penetration, market development, product development, and diversification. |
10 | |||
| · Briefly describes his/her marketing strategy. | 5 | |||
| 5. Implementation · Using concepts from the text, explains how to turn his/her plan into a reality. | 5 | |||
| 6. Evaluation · Using concepts from the text, describes how he/she will evaluate and control the marketing strategy proposed. | 10 | |||
| Subtotal: Parts 1–6 | 80% | 80 | ||
| Writing, spelling and grammar in a minimum 4-page (1,000-word) paper using APA format and citation style. | 20% | 20 | ||
| Percent | Total Points possible | |||
| Your Score: | 100% | 100 |
