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Purpose of Assignment To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business. Assignment Steps To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. In Week 2, create the Research section of your plan. Create the research section of your marketing plan in minimum of 700 words.Include at least 3 elements of the Research List of Topics (see list below):Research List of Topics:Primary ResearchSecondary ResearchConsumer AnalysisCustomer ProfileContinuous Consumer Monitoring & ResearchEnvironmental ScanningIdentify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological ForcesCurrent OpportunitiesPotential Future OpportunitiesCurrent ThreatsPotential Future ThreatDiagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political). All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.Develop the first two parts of the Target Market section, which includes an overview of the demographics (age, income, family members, and birthdays) and psychographics (activities, interests, and opinions) analysis. This is not a detailed analysis but an overview (basic trends and insights from the data that is presented in annual reports and other SEC type filings).Explain the insights you have gained from your inspection and analysis of the demographic and psychographic information you have found. This assignment will be incorporated into your overall marketing plan for Week 6.Format your assignment according to APA guidelines.
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Understanding Target Markets Grading
Guide
MKT/571 Version 10
Marketing
Copyright
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Understanding Target Markets
Grading Guide
MKT/571 Version 10
Edited in accordance with University of Phoenix® editorial standards and practices.
2
Understanding Target Markets
Grading Guide
MKT/571 Version 10
Individual Assignment: Understanding Target Markets
Purpose of Assignment
To develop effective relationship marketing, a company must first understand its targeted consumers’ buying
influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It
provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for
understanding a business.
Grading Guide
Content
Student creates the research section of
his/her marketing plan and includes at least 3
elements of the research list of topics
provided here:
• Research List of Topics
o Primary Research
o Secondary Research
o Consumer Analysis
o Customer Profile
o Continuous Consumer Monitoring &
Research
o Environmental Scanning
o Identify Market, Economic,
Technological, Regulatory, Legal,
Social, and Ecological Forces
o Current Opportunities
o Potential Future Opportunities
o Current Threats
o Potential Future Threat
Any diagram(s) provided (not required) are in
APA format and includes discussion providing
insight and clarity.
Student develops the first two parts of the
Target Market section, which includes an
overview of the demographics (age, income,
family members, and birthdays) and
psychographics (activities, interests, and
opinions) analysis.
Student explains the insights he/she has
gained from his/her inspection and analysis of
the demographic and psychographic
information he/she has found.
The Research section is a minimum of 700
words in length.
Met
Partially
Met
Not Met
Comments:
3
Understanding Target Markets
Grading Guide
MKT/571 Version 10
Content
Writing Guidelines
Met
Met
Partially
Met
Not Met
Total
Available
Total
Earned
70
#/70
Partially
Met
Not Met
Total
Available
Total
Earned
30
#/30
100
#/100
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:
#
Comments:
Comments:
4
Running head: BUSINESS GROWTH OVERVIEW DATASET
Business Growth Overview dataset
Chan Pech
University of Phoenix
Dr. John Kautenberger
Marketing 571
June 24, 2019
1
BUSINESS GROWTH OVERVIEW DATASET
2
Part 1: A commentary on the business growth data set
To: Dr. Kautenberger
From: Chan Pech, SVP
Date: June 24, 2019
Subject: A COMMENTARY ON THE BUSINESS GROWTH DATA SET
Major areas of increase and decrease in revenue or type and/or category of business
The analysis of the data set provided indicates that year 2016 was much better on
financial performance that was the case on the year 2015. The business had higher revenues on
2016 than 2015, with the data indicating a constant increase in the sales and revenues in almost
every department for the year 2016. The increased in the domestic revenues reached $93683
from 85181 in the year 2015. Although the data portrays that every department made a revenue
increase in the year 2016, the increase rates were different since some departments indicated
higher revenue increase than others. There was also a small increase in the INTL and one can
safely conclude that 2016 was a year of growth in almost all departments. Many top customers
enjoyed an increase in revenues except the Delta Appliance that experienced a decrease by 5.3.
The companies seen to be in the right path are the Fish Limited, the ALPS Company, and ABC
BUSINESS GROWTH OVERVIEW DATASET
3
Corp because they were leading with the revenues increase. The businesses that indicate the
lowest revenues can benefit by increased marketing, such as the Delta Appliances being the most
affected business organization.
Trends that is evident in terms of revenue or type and/or category of business
A clear trend is notable under the Customer Class that shows clear growth in the revenues
under Other comparing to the accounts that have high dollar values like Industrial Labs at $900
000 or Municipal at $1.6M. The total revenue for Others is $74 399 with a growth of 197.1%, a
clear indicator of an area that the organization can focus its growth upon. Besides, the growth
profits are high despite the small growth rates at the International accounts at 1.8 percent. The
gross profit margin at 50.8 is high compared to all others.
Insights that would help formulate marketing strategies to either continue growth
or reverse the decline
The organization should create marketing strategies that promote growth by
demographics and all possible areas. The key areas are the ones showing the least increase in
revenues. The organization may consider using the 4Ps of marketing to better its strategies. The
four Ps will help the business in understanding the product in each of the areas, pricing, and
promotion for the place it holds in the market share. The organization may also need to consider
innovation and technology because these are two critical ingredients for new product growth and
management of production costs. These ingredients will enable the organization to find more
efficient production methods, cutting down on the costs for clients and increasing the profits.
The areas I would like to create a marketing goal as SVP are the demographic areas that
have low growth in revenues because they may have many unexploited potentials that can
BUSINESS GROWTH OVERVIEW DATASET
4
generate good revenues for the company. I would also want to review and research on those in
shared markets and try to devise strategies of winning against them in marketing based on how
they are operating. Additionally, I would consider studying the final consumer to know how they
perceive the product, which will enable proper branding and marketing.
Running head: BUSINESS GROWTH OVERVIEW DATASET
5
Part 2: A global/multiregional company
The company name is Coca Cola. The location of the company’s headquarters is in
Atlanta, Georgia, in the United States. Coca Cola company majors in the manufacture of soft
drinks. The everyday products by the Coca Cola Company are bottled water and sodas. The
stock price of the Coca Cola Company is $ 45.94 on average but was the US $52.00 on June 24,
15.11. The net income for the company in 2018 was USD 6.43. The President of the Coca Cola
Company is Brian Smith, while the CEO is James Quincey. The company cut its employees to
62 600 in 2018 from 100 000 employees worldwide. The revenue for the Coca Cola Company in
2018 was USD 35 billion. Coca Cola is a public company that trades in the New York Stock
Exchange. A variety of shareholders and investors in this multinational company come from
different parts of the globe. These shareholders hold about 24.6 percent of the total shares of the
company. The motto for Coca Cola is “Taste the feeling.” Some of the soft drink products by
Coca Cola include Fanta, Sprite, Coke, and Stony.

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