Scenario: Lee is the owner of Lees Tobacco shop (retails) which is located in Boston, MA. Lee has now hired you to design the basic components of a marketing strategy for her business. Checklist: Summarize a marketing strategy for Lees addressing each step.
Step 1: Mission Redefine Lees Mission. Lees current mission is more of a product-oriented mission statement. For example, “We sell flowers” or “We make pizza.” • write a brief summary about what constitutes a strong market-oriented mission statement. • Rewrite a marketing oriented mission statement for Lee’s business.
Step 2: Situation Analysis • Describe methods that Lee could use to identify her internal strengths and weaknesses information. Explain your response. • Using the online library 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. Ex. cost, product, or niche 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.
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