Part 1: This is a marketing question. Just pick two magazines and follow the nex

Question

Part 1:

This is a marketing question. Just pick two magazines and follow the next couple of questions. Select two magazines: One focusing on general type customers (e.g., TV Guide) and the other on specific target customers (e.g., Snowboarding). 2) Describe the magazine in terms of its target readers. 3) List 5 to 10 advertisements of both magazines and analyze the advertisements of two magazines in terms of segmentation strategy (e.g., why these companies put ads here, which company looks inappropriate, what other companies might consider ads here, etc..).

Part 2

1) Choose one of the followings: Six Flags over Georgia, Aflac, Columbus State University, Delta Airline, Ford Automobile Company, American Red Cross. 2) Create an environment assessment for that company. That is, create a list of issues addressing each of the factors discussed in the textbook (social, demographic, economic, legal, competitive factors). 3) For each item on the list, identify how that company will face the challenges posed by each factor of its environment. 4) What if any adjustments to the marketing mix will need to be made?

Explanation / Answer

Part 1:

1) Two magazines that are selected are Sports Illustrated and the Golf magazine

2) Describe the magazine in terms of its target readers.

Sports illustrated is read by people who want to keep themselves updated on developments across sports while Golf is followed by only those who are passionate about the game and want to improve their personal style of play

3) The advertisements in SI are primarily across sports, lifestyle brands while those in Golf have a predominant focus on the game including clubs, courses, coaching lessons and tours to different golf destinations.

Part 2

1) Ford Automobile Company

2)

Social: The US is a country that is predominantly car-driven. It has the highest number of cars per family in the world. So the company is one of the best markets to be in for an automobile firm.

Economic: The firm has been facing headwinds right after its bailout by the Federal government in the aftermath of the 2008 economic crisis. Also increased competition from players like Toyota have consistently eroded the company’s market share and consequently financial performance

Legal: The automobile sector has been under increased scrutiny after the Volkswagen emission scandal which has shone the light on large scale malpractices indulged in by the company to pass regulatory tests.

Competitive: There has been a competition from both traditional manufacturers like Toyota, Volkswagen as well as new age players like Tesla which promise the same level of performance in an electric car.

The marketing mix has to be adjusted to reflect the changes in consumer demand as well as portraying the true brand value proposition in the best manner possible.

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