ASSIGNMENT

https://www.census.gov/

Summarize a marketing strategy for Lee’s business, addressing each part.

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.”

Write a marketing-oriented mission statement for Lee’s business.

Part 2: Situation Analysis

Organization Strengths and Weaknesses:

Describe methods that Lee could use to identify her internal strengths and weaknesses information. For example, some businesses use secret shoppers to identify an organization’s strengths and weaknesses. Explain your response.

Using sources like the U. S. Census Bureau, describe the demographics affecting Lee’s business in your area.

How is technology being utilized in the assigned industry that might have a positive or negative impact on Lee’s business?

Identify Lee’s direct and indirect competitors and her competitive advantage against her direct and non-direct competitors in the city nearest to where you live.

Define the concept of sustainable competitive advantage and explain what advice you would give to Lee in her quest to build a sustainable competitive advantage.

Part 3: Marketing Objectives

Set marketing plan objectives for Lee’s business (see p. 25 of your text).

Identify at least two S.M.A.R.T. goals (i.e., specific, measurable, achievable, realistic (and relevant to the mission), and time-bounded).

These first three parts of the paper should be a minimum of 1½ pages or 350 words total and use current APA format and citation style (see the reading area for APA assistance). Your paper should include headings (Part 2: Situation Analysis: Environmental Scan, etc.) an introduction, and a conclusion.