Assignment 1: Part A: Your Marketing Plan

May 7th, 2014
HelloWorld
Category:
Business & Finance
Price: $50 USD

Question description

Write an eight to ten (8-10) page paper in which you:

1. Construct a concise executive summary that provides the details of the outcomes of your 

marketing plan outcomes. The relevant outcomes include profitability, shareholder returns, and 

return on investment.

2. Conduct an environmental analysis that includes competitive, economic, political, legal,

technological, and sociocultural forces. 

3. Specify the primary and secondary target markets for your company. 

4. Develop a branding strategy for your product / service that covers the brand name, logo, slogan, 

and at least one (1) brand extension. 

5. Conduct a performance analysis with set benchmarks of 50% to 75% per annualized plan. Your 

analysis should include at least four (4) of the following metrics: tracking downloads of website 

content, Web site visitors, increases in market share, customer value, new product adoption 

rates, retention, rate of growth compared to competition and the market, margin, and customer 

engagement. Develop four (4) quantitative and (4) qualitative marketing objectives from your 

chosen metrics. 

6. Conduct both a SWOT analysis and needs analysis for your product/service. Each analysis 

should examine four (4) strengths, weaknesses, opportunities, and threats for your company. 

7. Develop a marketing strategy for your product / service and determine an appropriate time frame 

for execution of the plan, i.e., 5, 10, 15 years. Provide a rationale for your time frame for 

execution. 

8. Develop a positioning statement which should include, at a minimum, i.e., a benefit, user, 

competitive, or innovative statement about your product / service. Provide a rationale for your 

time frame for execution of your positioning statement. 

9. Examine the relevant marketing science of customer behavior for your product / service. 

10. Use at least four (4) academic resources as quantitative marketing research to determine the 

feasibility of your product / service. These resources should be industry specific and relate to your 

chosen product / service. Note: Wikipedia and other Websites do not quality as academic 

resources. 

Your assignment must follow these formatting requirements: 

 Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all 

sides; citations and references must follow APA or school-specific format. Check with your 

professor for any additional instructions. 

 Include a cover page containing the title of the assignment, the student’s name, the professor’s 

name, the course title, and the date. The cover page and the reference page are not included in 

the required assignment page length.

Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.

 Examine the marketing science of customer behavior and products in the marketing exchange 

process and create dynamic strategies for competing. 

 Evaluate the basis for market segmentation and approaches to segmentation. 

 Evaluate target customer segments and positioning products within these segments. 

 Create an effective marketing plan. 

 Use technology and information resources to research issues in marketing management. 

 Write clearly and concisely about marketing management using proper writing mechanics.


Tutor Answer

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