Posted: August 2nd, 2022

This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week 5. Using the SUBARU company you selected for your marketing manager internship, you will complete a situation analysis with the

Week1Discussion1Replies x
 

This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week 5.

Using the

SUBARU

company you selected for your marketing manager internship, you will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against.

Instructions

Create a Word document of three to four pages formatted to APA Style and includes at least two

scholarly, peer-reviewed, or other credible resource (Links to an external site.)

 

In your paper,

  • Describe the selected company and brand and a brief history.
  • List the core products and services they offer.
  • Identify the key current competitors.
  • Complete a SWOT analysis (Links to an external site.).
  • Propose the product or service line you want to develop a marketing plan for.
  • Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
  • Describe your core product, extended product, and the product concept.
  • Explain      how you plan to achieve competitive differentiation through creating      customer value in four areas:

    Branding
    Packaging
    Support
    Quality

  • Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
  • Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.

Week 1 Discussion 1

Evaluate the four utilities of customer value for the brand you chose and explain the reasons you selected the brand.

I chose to align my interests with Subaru. According to White, S. (2012). ”The four utilities of customer value are categories to which consumers’ various purchase criteria may be assigned.” These utilities are Form, Time, Place, and Ease of Possession.


Form

Subaru’s adventurous automotive offering allows the customer to experience the great outdoors without concern; the vehicle will provide the attributes and dependability of intentionally increasing the distance from modern amenities.

Subaru’s performance automotive offering allows the customer to experience the thrill of elevated handling, horsepower and torque for the customers that wish to experience the thrilling life of a dragstrip or drifting track. According to Subaru. (2022). “The all-new 2022 Subaru WRX is here to take rally-born, high-performance driving further than ever before, with a new, more powerful turbocharged SUBARU BOXER engine, an upgraded track-tuned suspension, the legendary grip of Symmetrical All-Wheel Drive, and a resculpted, athletic exterior that takes inspiration from its championship motorsport heritage with an eye to the future. The WRX represents decades of rally racing experience translated and re-engineered for unleashed power, precision handling, and thrilling performance.”


Time & Place

Subaru is a global company. Being available around the globe allows for the company to capitalize on a multitude of markets around the globe. Their performance segment may struggle in the in Japan whereas in the United States and Mexico the segment is thriving largely due to the World Rally Experimental (WRX) package. The timing of new releases in certain markets is pivotal for a successful sales return. With the global pandemic seemingly ever-ongoing posed part constraints for many automobile manufactures.


Ease of Possession

The ease of possession is still a lengthy endeavor when you have the means to pay cash for a vehicle due to the regulations required to account for the transaction properly. Subaru’s ease of possession for new vehicles is based mainly on the customer financing their purchase via private funding options like local financial institutions, or they can utilize Subaru Motors Finance.

Unique Selling Proposition

The propositioning of a company must enact action from the customer. In other words, the proposition must be so compelling that the customer will purchase your product even if it’s not the cheapest or best made. I would describe Subaru’s USP as describing it as is, whether that’s perceived as a negative or positive thing to do. In 1968 they marketed the Subaru 360 as Cheap and Ugly does it for their advertisement language to sell the inexpensive economy car (Subaru. (2022).

References

Subaru. (2022).

https://www.subaru.com/vehicles/wrx/features.html

White, S. (2012). Principles of marketing (2nd ed.).

https://content.uagc.edu/books/White.4975.18.1/sections/sec1.4?search=four%20utilities%20of%20customer%20value#w8015

Hello Mikayla!

I chose to reply to your discussion post to compare mine to yours, and let me tell you, your post gave me greater insight and a great example of where I could have improved my post. You did a fantastic job, my friend. I like how you provided an in-depth account of the USP of the company, specifically regarding their online presence. I chose not to view their Twitter account posts for personal reasons, so I couldn’t explore their posts.

Hello Devin!

I found it a little challenging to read through your posts. I’m not saying you did a lousy job with this post. I would utilize emboldened headers and spacing between headings to offer you some constructive feedback. Not to the positive side, you did a great job providing the reader with information for your selected 5-week internship selection with Uber. I utilized Uber’s services for the first time in Tokyo, Japan. I found their service to be highly convenient and affordable. I was hesitant to jump into a stranger’s car; however, the trust they built in the industry lessened my concerns and made for a good experience. Well done, my friend!

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