marketing plan

Jun 5th, 2014
SoccerBoss
Category:
Accounting
Price: $40 USD

Question description

Assignment 1: Part A: Your Marketing Plan

Due Week 4 and worth 400 points

From the start of this course, you have accessed the Interactive Marketing Plan tool and used the step-by-step guide to complete Part A of your marketing plan. You are required to submit a marketing plan for a hypothetical company. Your plan must include the company’s background information, as well as information collected from Steps 1- 4 of the Interactive Marketing Plan, located in the course shell.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

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

The specific course learning outcomes associated with this assignment are:

  1. Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
  2. Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
  3. Evaluate the basis for market segmentation and approaches to segmentation.
  4. Evaluate and target customer segments and positioning products within these segments.
  5. Create an effective marketing plan.
  6. Use technology and information resources to research issues in marketing management.
  7. Write clearly and concisely about marketing management using proper writing mechanics.

Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric.


Assignment 2: Part B: Your Marketing Plan

Due Week 8 and worth 400 points

For this assignment, you will include Part A of your marketing plan which has addressed the feedback from your professor. You will also need Steps 5-7 of the Interactive Marketing Plan, which you have completed within the course shell. In this final assignment, you will compile the previous assignment, addressing the feedback from your professor, as well as adding the marketing strategies.

Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.

Write an eighteen to twenty (18-20) page paper in which you:

  1. Revise your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan.
  2. Develop your company’s mission statement and company introduction.
  3. Develop the company’s branding, pricing, and distribution plan.
  4. Provide the following marketing strategy information:
    1. Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses.
    2. Develop the differentiation strategy in relation to the closest competitor.
    3. Establish whether the company’s intention is to be a leader or follower within the industry.
    4. Assess the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy.
    5. Predict the most significant trend to impact the business. Formulate a strategy for the company to minimize or capitalize on this trend.
  5. Construct an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Include a timetable for completion of each component of your strategy.
  6. Develop a five (5) year expansion plan that includes future profitability and market share growth. Include necessary graphs to explain your plan.
  7. Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
  8. Choose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Justify your choices.
  9. Assess the potential for your company’s overall performance in relation to the marketing plan objectives.
  10. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy.
  11. Use at least five (5) academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. 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.

The specific course learning outcomes associated with this assignment are:

  • Analyze integrated marketing communications and its relationship to advertising strategy.
  • Develop strategies to assess performance and achieve marketing goals.
  • Design customer satisfaction evaluation processes and quality assurance measurements.
  • Evaluate marketing research tools involved in the marketing process.
  • 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.

Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric.

 

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