Case 2-PROMOTION MANAGEMENT & SWOT ANALYSIS

See attached for full instructions.

Imagine you have been hired as a consultant to the VP of marketing for Burberry. The VP wants to get an objective opinion from someone outside the company who is familiar with current digital marketing basics.

Your job is to write a short memo of 750 -1,500 words critically analyzing Burberrys mobile marketing strategy. Note that the company has decided to use mobile social platforms to reach its target markets. Read and cite required articles listed above, including additional research you have done, to address the following issues:
Evaluate the assumptions behind Burberrys mobile marketing campaigns, with a brief introduction of the company mobile marketing efforts.
Analyze the effectiveness of Burberrys mobile marketing campaigns by applying relevant branding and promotion concepts. Also specify the criteria you use to evaluate the effectiveness.
With the increasing popularity of mobile media and social media, what would you recommend to Burberry regarding its mobile promotion strategy? Explain why.

Do not spend a lot of time digging in the companys website and do not just rehash what the company did; instead, introduce a critical perspective. Focus on the Case articles as well as relevant background reading from Modules 1 and 2. There are no right answers; after all, you do not have inside information. You will be evaluated on your understanding of the background materials and your logic reasoning. In particular, show your understanding of the way a change in target market affects the companys promotion strategy. Also, give some thought as to how Burberrys mobile marketing meshes with other elements of its marketing program, for example, merchandising (product management), channel management, and pricing.

Assignment Expectations Regarding Your References and Defense of Your Positions

Write clearly, simply, and logically. Your memo should be 750-1,500 words long, excluding title pages and references, but quality of writing is more important than length. Use single space, black Verdana or Times Roman font in 12 pt. type size. Check the following link for business memo format: http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.

Back up your positions or opinions with references to the required reading found in the Module 1-2 Backgrounds. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues. Also remember that:
The why is more important than the what.
The defense of your positions on the issues is more important than the positions you take.

Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented. Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.

Avoid redundancy and general statements such as All organizations exist to make a profit. Make every sentence count.

Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.

When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.

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