Ginch Gonch

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Introduction
This assignment has been designed to help you integrate and apply the concepts you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension will help ensure that you are on track to successfully complete the course. 1.1: Marketing Concept (30 marks)

Suggested Time: 2 to 3 hours
Length: Please limit your response to three pages (750 words) or less. This assignment will be assessed using the following criteria: * The level of detail of the explanation and/or evidence/rationale supporting your conclusions * Use of course marketing concepts and terms

Consider an organization of interest to you. This might be a church, a club, a service organization, a sports organization, a company that you would like to work for, or simply an organization that you admire or want to understand better. This should not be a company with whom you are currently employed. It would be helpful if the organization you choose has a website that describes the organization and products in some detail. Having a personal contact in this organization would be useful but is not essential. Some other assignments in this course will involve consideration of this organization. 1. Based on your own intimate understanding of this organization, interviews with employees or volunteers, and your reading of materials (annual report, brochures, website, etc.), assess the extent to which this firm follows the philosophy behind the marketing concept (see textbook, page 9) and New-Era orientation (see textbook, page 20). What specific observations or findings led you to draw your conclusions? (10 marks) 2. What type of value (from a marketing perspective) does this organization create for customers? What marketing mix (product, price, distribution, and communication) decisions has it made to create this value? (See the Introduction to Topic 1.1). (10 marks) 3. Describe two ethical and/or social issues that affect this organization. What, if anything, does this organization do to respond to or address these issues? What else could it do to be more socially or ethically responsible? (10 marks) 1.2: SWOT Analysis (30 marks)

Suggested time: 2 hours
Length: Please limit your submission to one page (250 words) or less. It can be done in point form. This part of the assignment will be assessed using the following criteria: * The depth (detail) of the SWOT analysis

* Your understanding of the internal vs. external environment * Strategic insight of SWOT analysis marketing mix (4Ps) implications * Justification for the most important internal environmental SWOT observations and implications Read the Ginch Gonch Case summary on page 524 of the textbook and watch the video "Ginch Gonch" on the MyMarketingLab website. Using the SWOT framework described in Module 2 overview, do a SWOT analysis of this company, identifying at least six relevant factors (facts or observations) in the internal environment (indicate which ones are strengths and which ones are weaknesses) and six relevant factors in the external environment (indicate which ones are opportunities and which ones are threats). Ensure you identify strengths, weaknesses, opportunities, and threats separately. As you complete your SWOT analysis, be sure to describe the strategic marketing implication (product, price place, promotion) of each of the facts or observations you think are important in the internal and external environment (i.e., explain why each fact or observation is important to understand). You might also want to Google this brand and visit some of the related websites for further insights. When you have completed your SWOT analysis, review it to decide and report which four internal environmental facts or observations do you think are the most important to understand when developing a strategy for the Ginch Gonch Company, and why. The marks will be allocated as follows:

1. SWOT...
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