Chapter 4 4Ocean Current Communication Strategy & New Market Segment Paper please see file uploaded for all the details, if you have questions ask me You w

Chapter 4 4Ocean Current Communication Strategy & New Market Segment Paper please see file uploaded for all the details, if you have questions ask me You work for an ad agency and have just met with your new client 4Ocean
(https://4ocean.com). The organization feels that it is not doing a good job getting the word
out and they want to focus on ONE target segment for the short time.
After doing your research and giving this a lot of thought, you send a memo to the Director
of Marketing for the organization. Avoid using blogs, online dictionaries, and encyclopedias.
You should use trade publications, academic journals, and business publications to support
your recommendation. See page 103 of Chapter 4 of your textbook for guidance.
Your memo should include the following information:
•
Define the Current Customer
By examining the organization’s current communication strategy (check social media, the
website, Google, trade journals, etc.) identify the current customers by demographic,
psychographic, benefits and behavioral segmentation. (In real life, they could provide you
with a lot of this info.)
•
Define the Competition’s Current Customer
Pick two or three organizations that you think could be considered competitors and describe
their customers by demographic, psychographic, benefits and behavioral segmentation.
•
Establish the Overall Strategy or Objectives
Based on the above research, recommend a new market segment for your client. Start with
the organization’s mission statement and analyze the current customers and the
competition’s customers. This section of your memo should include a few sentences to
describe the strategy or objective you are proposing.
Rubric
Written assignment
Written assignment
Criteria
This criterion is linked to a Learning
OutcomePurpose
Paper should be written with focus, organization,
style, and content that fully elucidate the purpose
and keep the purpose at the center of the piece.
Fully responds to the question and expands on the
topic. Uses material to support answer.
This criterion is linked to a Learning
OutcomeLogic & Organization, References and
Citation
Develop ideas coherently, organize them logically
with paragraphs and connects them with effective
transitions. Clear and specific introduction and
conclusion. Meets page requirements if there are
any. Uses proper references and APA citations for
graduate-level work. Cite 2-3 references in addition
to any organizational websites.
This criterion is linked to a Learning
OutcomeSpelling, Grammar, Format
Develop concise standard English sentences,
balances a variety of sentence structures
effectively. No errors should be present.
Total Points: 100.0
Ratings
Pts
60.0 pts
Exemplary
30.0 pts
Acceptable
0.0 pts
Unacceptable
60.0 pts
20.0 pts
Exemplary
10.0 pts
Acceptable
0.0 pts
Unacceptable
20.0 pts
20.0 pts
Exemplary
10.0 pts
Acceptable
0.0 pts
Unacceptable
20.0 pts

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