PAPER S GUIDELINES: THE COMPANY IS GYMBOREE
Form teams of five students each (no more, no less)
Special Note: Every team member gets same grade!
The instructor will assign a product or service (Gymboree) from a PUBLIC consumer-marketing company with at least $100 million in annual sales to your group.
NOTE: It is the responsibility of each team to confirm that the product assigned to them is a public company ASAP! The instructor makes every effort to assign only U.S-based public companies, but sometimes companies go private without the instructor s knowledge.
Your team will take the approach that your team has been asked to conduct Competitive Intelligence about this company s domestic (in the U.S. only) marketing activities. In order to do this, you must review their marketing mix. You will also present recommendations on how this company could improve their marketing activities.
Place (This is the section I am doing of the 4 P s)
This section has a LIMIT of five pages (one point deducted for exceeding this limit).
In the Place section, describe UP TO THREE of the following factors related to the current Place (NOT past variations of Place), as discussed in Chapters 10 – 12. Only describe those that apply to the product/service assigned.
As this is a RESEARCH paper, the writing should always be in third person (e.g. The Company distributes their products by ) and NOT in first person (e.g. I found that the company distributes their products by ) or second person (e.g. When you see their products, you will notice their products are distributed by ).
Refer to the school s website for a review of the consequences of plagiarism and how to avoid it.
Throughout the paper, use APA format in-text citations to identify sources.
Substantiate all of your personal opinions of students by identifying the third party, credible source evidence that led to such conclusions.
Verify that source listings in the References Section correspond with the in-text citations. If I cannot determine which in-text citations correspond with the listings in the Reference section, the paper may not get credit for the source.
Credible sources are sources dated post-January 1, 2011. Credible sources do not include personal interviews of company employees, blogs, Wikis (including Wikipedia) and discussion boards.
Sources from the company itself (e.g. websites, annual reports, sales literature, etc.) are only counted as ONE source for a section even though it might be cited several times.
Select UP TO THREE of the following topics to report on and label each section (using the highlighted phrase one point deducted for not doing this):
Distribution Channels: Describe the channel(s) of distribution used and the purposes of each. This would include the kinds of retail stores used (if applicable) and the criteria for selection of these locations.
Reverse Channel: Describe the processes and strategies used for physical products that need to be returned.
Channel Conflict: Describe the existence of channel conflict & how it is handled.
Market Exposure Level: Describe the type of market exposure used (intensive, selective, exclusive) and why you think this is the level of exposure used.
Storage Considerations: Describe any storage needs the product might have during transportation and/or while being held in inventory.
Transportation: Describe the transportation methods used (from producer to final end user purchase point).
Logistics: Describe the processes and strategies used in making sure products are where & when they are needed by the target markets. This could include information about suppliers used.
Table 1 Grading Scale for 4Ps Sections
Criteria Requirements for an A Requirements for a B Requirements for a C Requirements for a D Requirements for an F
Writing There are only a few minor writing mistakes – 6 points There are many minor writing mistakes – 5 points
There are several major writing mistakes – 4 points There are many major writing mistakes – 3 points Contains plagiarism Zero points
Sources At least four different types (three must be non-company-owned) of credible sources are confirmed by instructor and APA formatting is used correctly – 8 points Three different types (at least two must be non-company-owned) of credible sources are confirmed by instructor and APA formatting is used correctly – 7 points Two different types (at least one must be non-company-owned) of credible sources are confirmed by instructor and APA formatting is used correctly – 6 points One type of credible source is confirmed by instructor and APA formatting is used correctly. 5 points If sources were used, but APA format is NOT followed correctly 4 points; if sources were used, but no in-text citations are provided 3 points; if section contains plagiarism – Zero points
Content Uses more than one cited, credible, source to describe at least two different aspects of each of three different subjects for the marketing mix variable with supporting research- 6 points Uses more than one cited, credible, source to describe at least two different aspects of each of two different subjects for the marketing mix variable with supporting research- 4 points Uses more than one cited, credible, source to describe at least two different aspects of one subject for the marketing mix variable with supporting research- 2 points Uses one cited, credible, source to describe at least two different aspects of one subject for the marketing mix variable with supporting research- 1 point Section contains plagiarism – Zero points
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