Assessment Instructions For this assessment, you will analyze the integration of marketing communications in Nikon, with a particular focus on the manner in which the marketing mix is applied for the product you selected. In Assessment 3, you addressed the aspect of product strategy. For this assessment, focus on the other three aspects—place, price, and promotion—to analyze how the company uses each, and in particular, how each is used to market your selected product. Evaluate how well the company is integrating all aspects of the marketing mix. Finally, identify and explain how an aspect of the company’s marketing mix falls short in relation to the product you selected.
Preparation To gain a sense of the range of marketing activities utilized by your selected company, find and study all aspects of the company’s marketing mix. Pay particular attention to the media, tools, and approaches used to market your selected product. Analyze the characteristics of these activities so that you have a clear sense of how the company, and your product in particular, are presented to the market and how potential buyers are likely to see the product. Begin writing your analysis when you have a solid sense of both of these, along with a variety of examples to support your thinking.
Directions For this assessment, complete the following:
Analyze each of the following aspects of the marketing mix, both for the company in general and for your selected product, in detail: Pricing strategy (price). Analyze the company’s overall pricing strategy in relation to competitors. Then focus on the pricing strategy used for the product you selected. For example, is the product positioned at the high end of the market, as a midrange product, or as the low cost alternative? Channels of distribution (place). Summarize the manner in which your selected company moves its products to market. Then focus on how these channels of distribution function for your selected product in particular. Besides noting the logistics involved, analyze how well the channel fits the image of the product. For example, if your product is a technological tool, describe how it is moved from production to customer availability, including the effectiveness of the outlets or interactions that have direct contact with customers. Consider the effectiveness of the company’s distribution overall—are they missing any productive channels? Could they gain better penetration in their existing channels? Market messaging (promotion). Analyze the company’s messages to the marketplace through all of the channels the company uses. Include advertising, sales promotion, and public relations, as well as the manner in which the company uses any aspects of social media to support these efforts. Analyze the extent to which the company integrates print, media, and Internet efforts. Analyze how the company integrates its marketing communications efforts across the marketing mix: For the company in general. For the product you selected. Identify an aspect of the marketing mix that you see as a current weakness in terms of the product you selected. Explain your thinking, including specific examples from the company’s current marketing activities. Additional Requirements Written communication: Written communication should be free of errors that detract from the overall message. APA formatting: Your analysis should be formatted according to current APA style and formatting. Length: 3 typed and double-spaced pages. Font and font size: Times New Roman, 12 point. Research: Use a minimum of four credible sources.