Congratulations! You have been promoted to senior marketing analyst at your marketing firm, Destiny Marketing. Your firm has been hired once again by the client company of your selected product/service.
Your boss, Tiffany Morrow, tells you the client has requested a marketing assessment to answer this intriguing question: “Is our product well positioned for the future?” The company is particularly interested in recommendations regarding future customers and the customer experience in terms of digital technology.
Your client recently learned that Generation Z is already in the workforce, while the oldest members of Generation Alpha is five years away from that first part time job. It was a wake-up call in terms of who is the customer and what type of experiences the company needs to be offering those future customers.
You already have knowledge in the areas of consumer behavior and product positioning, so this assignment is perfect for you. You just need to do some reading about future trends.
Ms. Morrow recently read a book she strongly suggests as a research guide for this assignment. The book, Marketing 5.0: Technology for Humanity (Kotler et al., 2021), is available to you online. She specifically wants you to focus on two chapters which are highly relevant for this client engagement. Those chapters are linked below in Step 2. To make this research applicable to the client’s specific consumer concerns, Ms. Morrow wants you to define “the future” as the next five to 10 years.
You will communicate your results in a professional PowerPoint presentation. The presentation is by Destiny Marketing. The presentation is about your client company. Your title slide should indicate the presentation title, the client company name, firm title, and your name and title.
Here is a title slide example:
Is Disney+ well positioned for the Future?
Prepared for The Walt Disney Company
Destiny Marketing, Sha’Na O’Neill, Senior Marketing Analyst
There are three steps to this assignment. Review all steps before you begin.
Refresh your knowledge of relevant concepts from prior course learning.
The company is your client.
How will your client market this product/service to potential customers in Generations Z and Alpha? Is your client ready to do so?
Kotler et al. (2021) say: “In Marketing 5.0, businesses need to demonstrate to customers that the correct applications of technology may improve human happiness (p. 66).” Is your client using technology to improve human happiness?
Provide a summary of your assessment and recommendations.
Communicate your analysis in a Microsoft PowerPoint document formatted as a professional presentation. This assignment must be 12 slides or less in length, not including title, index, and references slides. See Creating Effective PowerPoint Presentations for Marketing
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