The format for the written analysis is a 10-14 page double spaced paper. Your paper should be written for an audience with a business background. The title page should include your Team Name, each of the team members names (first and last), and a title for the report. Include a list of all references, both hard-copy and websites, in your written analysis.
Case questions (please use case material as well as conduct research on current status of Blue Apron to address questions):
1. Describe the situation in the Blue Apron case. What is currently happening? What are the major issues or dilemmas in this case?
2. How can Blue Apron increase customer base profitability in a rapidly changing competitive environment?
3. Who are Blue Aprons major competitors? How are they positioned in relation to these competitors? What positioning strategy do you recommend for Blue Apron in 2021 and beyond?
4. In your opinion, what target markets should Blue Apron focus on going forward? Describe these target marketing in terms of demographics and psychographics? Do these target market different from the current market segments they pursue?
5. Please discuss marketing mix decisions for Blue Apron. More specifically:
1. What is your recommendation for Blue Apron as they move forward with their product(s) decisions? What product offerings should they add/change/delete?
2. What is your recommended pricing strategy for Blue Apron? How does your recommend pricing strategy impact their brand positioning?
3. How should Blue Apron move forward on place/distribution of their product offerings? What are supply chain issues have the potential to harm their brand equity?
4. What is your recommendation for Blue Apron as update their promotional strategy? What marketing communications approaches should they use, and why? Should they explore more traditional retail promotion approaches?
6. Referring to Question #5, discuss the various quantitative and qualitative market research techniques Blue Apron should use (or continue to use) in order to make successful strategic decisions regarding their marketing mix.
7. Overall, how can Blue Apron continue to build its brand equity and what specific branding strategies should they use?
8. Describe the connection between the case and 2 concepts we have discussed or read about in MKTG 5001 this semester.
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