OXO product/market scenario

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View the OXO video, which can be found in Mymarketinglab under Chapter 14.

website: https://portal.mypearson.com/mypearson-login.jsp

once logged in

go to: UMUC Marketing Principles:Videos and Simulations: Chapter 14 OXO video exercise. Watch video and answer the following questions in an essay format.

Questions

OXO target market. Who are OXO’s most profitable customers? Describe them as specifically as you can. Might want to refer to Chapter 7 for the segmentation criteria. How does this compare with the kitchen gadget markets described in the research?

OXO value proposition. What value proposition does OXO provide to these customers? Is this value proposition different/same as competitive offerings? How so?

OXO product mix. How has OXO developed their product line to be different from competing kitchen gadget manufacturers? Describe the OXO products in terms of the three levels of product discussed in Chapter 8. Can you make any product strategy recommendations? Describe them in terms of value to the customer.

OXO distribution strategy. Does OXO follow an intensive, selective, or exclusive distribution strategy? How do you know? Would you recommend other distribution strategies, and if so, describe them with emphasis on how it brings value to the customer.

OXO pricing strategy. Given OXO’s competitive environment, do you think they are priced right or would you recommend changes to their pricing strategy? What would you recommend and why?

OXO’s use of social media. What do you think about how OXO is currently using social media to promote its products? Should they use social media differently, and if so, what would you recommend?

Be sure to edit your work and submit your best effort into your assignment folder by the due date noted in the course schedule. Refer to the grading rubric and note that points will be deducted for grammar and composition errors. Be sure to use an appropriate style guide for writing and referencing.

Your written assignment, including proper citations and references, must conform to standards of formatting and documentation found in an acceptable college-level writing guide, such as the Modern Language Association’s MLA Handbook for Writers of Research Papers, the Publication Manual of the American Psychological Association, the Chicago Manual of Style, or UMUC’s Online Guide to Writing and Research.

Your written assignment must

be at least 3–4 pages long

be typed in 12-point Times New Roman or Arial font, double-spaced, with margins no wider than one inch

have footnotes or end notes with correct citations

have a bibliography of sources formatted as specified in one of the style guides noted above

be prepared using word-processing software and saved with a .doc, .docx, or .rtf extension

be uploaded to your Assignments Folder by 11:59 p.m. eastern time on the due date

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