Altria Group, Inc. Marketing Strategy Evaluation

MKTG 489           MARKETING STRATEGY EVALUATION ASSIGNMENT SPRING 2022

Due Date: April10, 2022

 

Company: Altria Group, Inc. Richmond VA.

The purpose of this assignment is for the student to learn about Fortune 500 companies in key sectors of the U.S. economy. You will choose one company from the list provided by the instructor for this assignment. Your task is to research the industry/sector and the company and describe key parameters of the industry and the chosen company’s marketing strategies – from the recent past and near future.

Your paper will be 6-7 pages in length and will contain a bibliography listing sources. The paper will contain information on the following aspects:

  1. Industry description, including performance, future outlook, products and markets, major competitors and key statistics
  2. Company history and current performance (including sales, market share/position and other metrics)
  3. Analysis of 5 “C”s based on their relevance at this time
  4. STP framework for the company (for the major SBU if the company is too diversified)
  5. Description of 4 Ps for the company/SBU including proposed products, channels etc …
  6. Evaluation of marketing strategies (your assessment of their strategies and tactics) and recommendations

Emphasis must be placed on items 4-6 (about 4 pages) in the paper. The paper must be original and in your own words. While you use information from various sources, they must be properly cited and plagiarism avoided. To help you with the research process, the following VSU library resources are recommended:

http://libguides.vsu.edu/marketingwill take you to the various resources available through the library. For carrying out the INDUSTRY ANALYSIS, CLICK on IBIS WORLD, then enter the INDUSTRY NAME (EXAMPLE: Aerospace, Movie & Video Production …) in the SEARCH BOX and when you get to the industry report, you can CLICK on the topics such as INDUSTRY PERFORMANCE, PRODUCTS & MARKETS and KEY STATISTICS at the top of the page for specific information.

Please see me regarding the availability of information on some (5 to 7) companies.

For company information, please visit the company web site. Additional information including Annual Reports can be found through Mergent Intellect  (This link opens in a new window)

This opens a pop-up window to share the URL for this database

Contains private and public U.S and international business data, industry news, facts and figures, executive contact information, the ability to access industry profiles and much more.

You will find the Mergent link under A-Z DATABASES at VSU Library web site. Additionally, you may search through Fortune/ Wall Street Journal/BusinessWeek and other business publications. Get started early to compile information and see the instructor if you are running into problems.

Further, VSU Library provides access to Springer journals and Sage journals. You can access them by clicking here:  SpringerLink to conduct research on the marketing by certain companies.

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