For this exercise, you need to locate a recent news story about an organization that changed its marketing strategy. Find at least one article (or a combination of articles and/or press releases) that provides sufficient information to answer the questions below.
To receive credit for this exercise, create a new journal entry and answer the following questions:
- What organization did you select? Why did you select it? Briefly describe/explain the change in marketing strategy you identified.
- What were the reasons for the change? Using terms from Chapter 8, describe how the organization approached the development and implementation of the new strategy.
- Locate a copy of the mission and/or values statement for the organization you selected. Do you see evidence of the mission/values in the way the organization handled its change in marketing strategy? Explain.
- Evaluate the organization’s strategy change. What did they do right? What did they do wrong? What’s the most important lesson they…or you…could/should learn from the organization’s implementation of the change you analyzed?