Justifictaion Report Use The Basic Outline Below To Draft Assignment

Justification Report(Student Name)Course code – course title(Professor Name)(Date of submission) Improving the Marketing StrategyProblem StatementSince the inception, the company has not clearly defined its marketing mix. This is making it difficult to produce the right products and promote them in the competitive environment.The company therefore has to decide between the two alternatives, the 4P or the 4C mix to streamline its marketing.Overview of the Alternatives The 4P is the common of the two alternatives, which focuses on the producer. It stands for product, placement, price and promotion. This approach suggests that the company creates a product that the consumers need, place it where they would easily find it, at the right price and when they need the product (Baker, 2001, p. 53). The 4C on the other hand is a much recent marketing mix that focuses on the customer. The 4C stands for customer want, convenience, cost and communication. In this marketing mix, both the customer and the producer give and receive from each other. The consumers give money, information, referrals, time, past experiences and their expectation to the business, while the producer give product, value, prices, convenience, service, warranty and brand to the consumers