Create an integrated marketing communication (IMC) strategy and Propose a pricing strategy that the company should follow.

Final Project: Developing a Marketing Strategy

For the final project of this course, you will select a company, analyze the market that it caters to, and propose a marketing strategy.

It will take more than a week’s effort to adequately complete them. Plan time to start research and work on those assignments earlier than the week in which they are due.

To assist you in planning for the final project, the following table provides a high-level overview of the final project deliverables during the course.

Final Project: Developing a Marketing Strategy

Week no. Task


Choosing a Company

Select a company to study.

Perform SWOTT analysis to identify the trends affecting the industry.

Create a mission statement for the company.


Collecting Consumer Data

Study key elements of the customer relationship management (CRM) technology.

Determine how the company can make the best use of the CRM technology to improve customer retention.


Marketing the Service

Create the service delivery process for the company.

Identify the contact point failures and prescribe improvements.

Position the brand around the improvements.


Developing the New Product

Identify the stakeholders involved in new product development.

Analyze the role stakeholders can play in contributing toward success of the new product.

Identify strategies to involve the stakeholders in the new product development.


Creating the Communication Strategy

Create an integrated marketing communication (IMC) strategy.

Propose a pricing strategy that the company should follow.

Choosing a Company

In this week of your final project, select a company to study in depth over the next five weeks. Your final project for each week in this course will require you to examine this organization.

You must have your organization approved in writing by your instructor before moving forward with the assignment.


Complete the following tasks:

Perform a SWOTT analysis, placing particular emphasis on long-term trends affecting the company chosen by you.

Create a (new) mission statement, placing particular emphasis on what the competition is doing. Include the following elements in your statement:

Customer orientation

Service category

Scope or direction

Core competency


Submission Details:

Present your analysis as a 2-page report in a Microsoft Word document formatted in APA style.

On a separate page, cite at least three peer-reviewed sources using APA format.

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