Develop a 8-page marketing mix project using the 7 “P”s of marketing and the 5 “S”s of digital marketing models for a provided scenario or for a selected company.
Introduction
This portfolio work project, a marketing mix project, will help you demonstrate competency in developing the elements of the marketing mix using the 7 “P”s of marketing and the 5 “S”s of digital marketing models. This project will also allow you to demonstrate your understanding of how the marketing mix influences customer loyalty.
Scenario
For this assessment, choose either Option 1 or Option 2. You do not need to do both. You will apply one of these scenarios in the Requirements below. Both options will be graded using the same scoring guide.
Option 1
You are an owner of Spokin’ Wheels, a locally owned bicycle shop with two locations. While your original location has been in business for several years, your second location has only been open a few months. The bicycle shops sell new and previously owned major brand bicycles. The shops also provide repairs, offer a small line of bicycle accessories and clothing, and organize group rides on Sunday mornings. You and your business partner both want to have a solid understanding of the marketing mix before creating a broader marketing plan.
Use a firm or scenario of your choosing. Before choosing a company, read the assessment requirements thoroughly to ensure:
The company fits the assessment requirements.
You can complete your assessment without disclosing confidential company information.
Contact faculty with questions.
Your Role
Option 1
You are one of two owners of Spokin’ Wheels. Your background is primarily in marketing. Your business partner’s background is in operations. While she is focused on making the internal customer-facing processes as efficient as possible, you are working on defining the marketing mix.
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