Discussion on Business marketing

Help needed with Business(marketing) Paper.
For this project you are free to utilize any research information you would like. There are many articles online. I have included one article for your use. Also see other resources: Canyon has a long history of making all sorts of bikes. This is a concept car for Canyon. As the marketing team for this project you will be developing the target market and marketing mix strategies for the four product life phases (introduction, growth, maturity and decline) for the Canyon. For your project assume that Canyon has approved the concept for manufacture. It is now ready for distribution nationally in the US. Canyon has hired your company to develop the plan for the US market. Your company is responsible for the marketing of the product. You are not part of Canyon and are only concerned about the US market. Your project will present your strategies for the four phases of the product lifecycle from introduction to decline in this paper. Points to Consider: I. This is a business paper: no longer than 10 pages, typewritten, double- spaced. II. Please refer to the Group Project Rubric for the format required for this assignment. Headings and subheadings for every section must be used in writing your report. Any reference cited must be footnoted. Exhibits (surveys, package design, advertising, etc.) must be included at the end of the paper, in addition to the 10 pages. You may include as many Exhibit pages as you would like. Please use spell check and proof read your paper. This paper must be written in standard business format. That means no use of personal pronouns, I, we, our, etc. III. This is designed to be an integrative, creative application project, NOT a research paper. Time should be spent integrating all the concepts discussed in class to make logical decisions. I look forward to reading interesting and integrative work

MKTG 300 Individual Project Rubric Evaluation criteria:
Criteria Deficient Developing Accomplished
Introduction to the
project
1 points
None
0 points
Some information
0 points
Complete introduction
presented
1 points
Company Information
4 points
None
0 points
Some company information
2 points
Clear, brief company
information
4 points
Introduction Stage of the
Product Life Cycle
Uncontrollable Factorsdescribe the relevant
uncontrollable factors for
this stage
3 points
No description of the
uncontrollable factors
0 points
Incomplete presentation of
relevant uncontrollable factors
2 points
Clear description of the
uncontrollable factors
impacting this stage
3 points
Target Market-select and
describe the final
consumer market for this
stage utilizing VALS and
other segmentation
bases. Include a
consumer profile. Final
consumer target market
does not include any
business, industrial or
government consumers
3 points
No final consumer market
0 points
Incomplete presentation of final
consumer market and profile
2 points
Clearly articulated target
market formation with
consumer profile
3 points
Marketing Mix
Product- describe the
new product, include
classification of new
product
5 points
No product description and
classification of product
0 points
Incomplete description and or
classification
3 points
Clear description and
classification of new product
5 points
Pricing-develop an
analysis of why the
consumer pays the final,
list the exact price the
consumer pays.
5 points
No pricing formation
0 points
Adequate pricing analysis with
final price and integration of
the marketing mix
3 points
Clearly articulated pricing
formation that is integrated
with the marketing mix and
target market
5 points
Distributionselect/develop the
channel with specific
retailer names where the
final consumer purchases
the product
5 points
No description of the
distribution channel
0 points
Adequate channel analysis with
some retailers and integration
of the marketing mix
3 points
Clearly formulated distribution
strategy integrated with the
marketing mix and target
market
5 points
Promotion-determine
promotional mix, include
specific types and names
of media utilized.
Specific names of
television programs,
magazine titles, internet
and social sites, billboard
locations, and other
media formats
5 points
No promotional mix
0 points
Adequate promotional mix
strategy with some media
choices and integration of the
marketing mix
3 points
Clearly developed promotional
mix strategy with media choices
integrated for the marketing
mix and target market
5 points
Growth Phase of the
Product Life Cycle-make
the necessary changes to
uncontrollable factors,
target market and
marketing mix
Uncontrollable Factorsdescribe the relevant
uncontrollable factors for
this stage
3 points
No description of the
uncontrollable factors
0 points
Incomplete presentation of
relevant uncontrollable factors
2 points
Clear description of the
uncontrollable factors
impacting this stage
3 points
Target Market-select and
describe the final
consumer market for this
stage. Include a
consumer profile. Final
consumer target market
does not include any
business, industrial or
government consumers
3 points
No final consumer market
0 points
Incomplete presentation of final
consumer market and profile
2 points
Clearly articulated target
market formation with
consumer profile
3 points
Marketing Mix
Product- describe the
new product, include
classification of new
product
5 points
No product description and
classification of product
0 points
Incomplete description and or
classification
3 points
Clear description and
classification of new product
5 points
Price- develop an
analysis of why the
consumer pays the final,
list the exact price the
consumer pays.
5 points
No pricing formation
0 points
Adequate pricing analysis with
final price and integration with
the marketing mix
3 points
Clearly formulated pricing
formation that is integrated
with the marketing mix
5 points
Distributionselect/develop the
channel with specific
retailer names where the
final consumer purchases
the product
5 points
No description of the
distribution channel
0 points
Adequate channel analysis with
some retailers and integration
of the marketing mix
3 points
Clearly formulated distribution
strategy integrated with the
marketing mix and target
market
5 points
Promotion-determine
promotional mix, include
specific types and names
of media utilized.
Specific names of
television programs,
magazine titles, internet
and social sites, billboard
locations, and other
media formats
5 points
No promotional mix
0 points
Adequate promotional mix
strategy with some media
choices and integration of the
marketing mix
3 points
Clearly developed promotional
mix strategy with media choices
integrated for the marketing
mix and target market
5 points
Maturity Phase of the
product life cycle-make
all the necessary changes
to all the uncontrollable
factors, target market
and marketing mix- same
evaluation as for the
growth phase-26 points
same as growth phase
Decline Phase of the
Product Life Cycle-make
all the necessary changes
to the uncontrollable
factors, target market
and marketing mix-same
evaluation as growth
phase-26 points same as
growth phase
Conclusion-to the paper
1 point
No conclusion
0 points
Conclusion sentence
1 point
Brief conclusion
1 point
Format-structure of
paper
5 points
Paper is unorganized, hard to
follow. Appropriate headings
and subheadings for each are
not utilized.
0 points
Paper is organized with some
headings and subheadings
utilized.
3 points
Paper is well-written and
organized with headings and
subheadings, flows well.
5 points
Grammar-readability of
the paper
5 points
Many errors in sentence
structure, grammar and
spelling. First person pronouns
are used throughout the paper.
Confusing to read. Tone is
unprofessional.
0 points
Minor errors in sentence
structure, grammar and
spelling. No first person
pronoun used. Most sentences
reads smoothly. Tone is
professional.
3 points
No errors in the paper, no
personal pronouns used.
Sentence structure enhances
the clarity of the assignment.
The tone is professional.
5 points

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MKTG 300-1
Principles of Marketing
Fall, 2020
Individual Marketing Project
Your project is to develop a marketing plan for the for the Canyon, a bike-car electric vehicle.
The Canyon is single seat “bike-car”. Technically, the Canyon is a recumbent bike that is fully
enclosed with one seat and a “trunk”. The aid of an electric motor allows the rider/driver to
reach a top speed of 37mph by pedaling the bike. The electric motor has a 100-mile range.
For this project you are free to utilize any research information you would like. There are
many articles online. I have included one article for your use. Also see other resources:
https://youtu.be/B1ZCGyg5dKg Canyon has a long history of making all sorts of bikes. This is a concept car for Canyon.
As the marketing team for this project you will be developing the target market and
marketing mix strategies for the four product life phases (introduction, growth, maturity
and decline) for the Canyon. For your project assume that Canyon has approved the
concept for manufacture. It is now ready for distribution nationally in the US.
Canyon has hired your company to develop the plan for the US market. Your company is
responsible for the marketing of the product. You are not part of Canyon and are only
concerned about the US market. Your project will present your strategies for the four
phases of the product lifecycle from introduction to decline in this paper.
Points to Consider:
I. This is a business paper: no longer than 10 pages, typewritten, double- spaced.
II. Please refer to the Group Project Rubric for the format required for this assignment.
Headings and subheadings for every section must be used in writing your report.
Any reference cited must be footnoted. Exhibits (surveys, package design,
advertising, etc.) must be included at the end of the paper, in addition to the 10
pages. You may include as many Exhibit pages as you would like. Please use spell
check and proof read your paper. This paper must be written in standard business
format. That means no use of personal pronouns, I, we, our, etc.
III. This is designed to be an integrative, creative application project, NOT a research
paper. Time should be spent integrating all the concepts discussed in class to
make logical decisions. I look forward to reading interesting and integrative
work.
IV. Projects are worth 120 points and are due at the beginning of class, December 02,
2020. Please submit your project in a Word document format to Canvas before
08:30 AM.

 

fast Company 09-09-20

The car of the future might look more like the Flintstones’ than the Jetsons’

A major cycling company has a vision for an electric car that you pedal, and maybe that’s great?

Biking to your job is great until it rains and you show up soaked to work. Biking to the store is splendid until you spot a good deal on canned goods and try to lug too much stuff home. So many of us, in the U.S. especially, bite the bullet and buy a car for all those situations where a bike is a tricky fit.

But what if your bike was your car? According to the bike manufacturer Canyon, it’s an idea a lot less out there than you might think. Together with the Technical University of Aachen, Canyon has developed an intriguing concept for the future of mobility. It’s basically an electric car that you pedal.

On the outside, it looks like a small hatchback car—complete with four wheels and a big front windshield. But on the inside, it’s actually a recumbent bike, a bike that you sit in almost like a La-Z-Boy and pedal from a reclined position (which is known for being easier on your back, butt, and knees than a typical bike). When fitted with an electrical assist engine such as you see in modern e-bikes, the car helps the rider-driver pedal to speeds up to 37 mph, and it has nearly 100 miles of range between charging.

[Image: Canyon] The temptations of the design are obvious: The vehicle’s body offers the rider a sense of shelter, which is why Canyon suggests it could be ridden confidently in rain and even snow. (An innovative roof slides open like a convertible to let the passenger inside. And on sunny days, they can leave the roof open while riding to enjoy the fresh air.) The car also features a back-storage area, which can hold groceries or even a child.

 

But Canyon imagines the biggest benefit to this design is having a vehicle that can snake its way through the urban jungle, confidently cruising down the streets alongside cars at a maximum speed of 37 mph, but also cutting into the thin bike lane when traffic gets backed up.

On the flip side, however, the promise of a dedicated bike lane is exactly that it’s dedicated to bikes, and riders inside don’t need to concern themselves with other vehicles that might be merging in or out. This snaking between car turf and bike turf might wreak havoc in both worlds. On streets, it’s a car that’s too slow, and in commuter lanes, it’s a bike that’s too fast. Indeed, e-bikes generally have a maximum legal speed of just 20 mph in the U.S. for the safety of everyone. To mitigate some of these issues, Canyon imagines its vehicle would actually have a street mode and a bike-lane mode, which would allow the driver/rider to swap speed limits accordingly, on their honor.

For now, the vehicle is just a concept, but Canyon is producing a physical prototype and hinting that it might release this bike-car, or something like it, one day. And while it certainly invites all sorts of skepticism (most of all, would someone really want to “drive” a car that’s that small on a real road?), its entire Fred Flintstone approach to greener mobility feels surprisingly future-forward.

 

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