Integrating Marketing Concepts MKG310

timer Asked: Dec 18th, 2017
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Question description

Your final portfolio for the class will be to create a marketing plan for an existing company and product/service of your choice. If you are choosing a large global company, you MUST create a new product. However, this new product may be an upgrade of an existing product. You will need to select a company that you have not used for your other assignments in the class. Your plan information should address all areas covered in this course for a marketing plan. The library’s page on Company Research can help you get started. The library database Gale Virtual Reference Library has a number of Business books to help identify a target market.

Use the marketing plan that is a required reading for this module for your final portfolio project, as a broad guide. The marketing plan document is essential to business strategy and is a focal point of this introductory class. The essential information of a marketing plan is outlined in this document and will serve as the blueprint for your portfolio project due this week.

Below is the outline to be followed for this assignment:

  • Executive Summary: This provides everything a busy executive needs to know to invest (or not) in your proposal. It captures your key proposal and recommendations/decision factors, and projected outcomes of the plan's recommendations. Note this is not an introduction to the marketing plan. Typically, this is written after the entire marketing plan has been compiled. (1/2 page)
  • Company Overview (1/2 page)
  • Situational Analysis (includes a SWOT analysis): Identify at least two significant factors for each of the 4 SWOT components. Identify applicable trends that are statistically supported.
  • Competitive Analysis: Create a comparative chart and discuss key aspects. (1-2 pages)
  • Identify Objectives or Goals: Briefly describe your proposal… describe what's new and why. What is the opportunity to be addressed or the problem to be solved? (1/2 page)
  • STDP Segmentation: Define and explain why this is needed; explain the segmentation approach (such as the use of demographics) and name market segments. Targeting: Define and explain why this is needed and estimate the size your target market. (1 page)
  • Marketing Strategy and Positioning: Explain and support your marketing mix component decisions (4Ps), using academic concepts and academic reference sources. Discuss whether your company has a competitive advantage in each section of the marketing mix (4Ps).
  • Positioning: What do you want your customer to think of when regarding your brand, product, proposed product? Take an analytical approach to this section. Create at least one perceptual map (as applied to differentiation or positioning). (1 page)
  • How will Marketing Research be used to support the planning, implementation, and monitoring process? What research methodologies will be used? Add a sub-section on ethical and/or legal factors, plus a CSR (corporate social responsibility) strategy summary. (1 page)
  • Financial Projections: Present a summary spreadsheet. For example: years 1, 2 and 3 units sold, sales volumes. Estimate marketing expenses for promotions/advertising. What is the projected timeline of the product life cycle's introduction and growth stage? (1 page maximum)
  • Implementation Plan: Identify specific tactics and steps that will be taken (primarily focused on distribution, marketing communications, promotion, PR, for example). Create a chart depicting your advertising/promotion plan with actions, time frame, media choice, for example. Include a Marketing Plan.
  • Technology sub-section: How will marketing technology be used throughout the marketing process: marketing research, communications, promotions, monitoring, for example? (1 page)
  • Evaluation and Control Metrics: How will you monitor progress of outcomes in your plan? How will you define and measure success? Connect these to your objectives and goals. (1/2-1 page)
  • Conclusion (1 paragraph)

The following are requirements for your portfolio project:

  • 8-10 Word pages in the body of the paper. Estimated page counts are listed above in each section.
  • Use APA format! Do not enumerate the sections—use regular APA heading format and please use plenty of headings and sub-headings according to CSU-Global Guide to Writing and APA Requirements. Develop full paragraphs and full sentences.
  • Apply marketing models, theory, terminology, and concepts throughout the plan.
  • A minimum of 6 references (in addition to course materials like the textbook or articles). At least 2 of these being peer-reviewed articles. The CSU-Global Library is a good place to search for credible, scholarly sources.

Tutor Answer

Ryann N
School: University of Maryland



Google Finder Application Marketing Plan




Executive summary

Google Company is one of the largest technology companies in the world commanding
some of the most used online products Gmail and Google search which have catapulted the
company to unprecedented levels of success. Introduction of a new product into the market
requires critical focus and development of key strategies that will ensure that there is successful
product development that conforms to the demand of customers in the market. Google Company
is a well-engaged company within the technology industry with some products that are performing
extremely well in the market. The company has focused on developing a strategic product that
aims at utilizing the existing gap where they can be able to have a positive influence on individuals
who are trying to access different products offered by Google Company as well as collaborating
with other companies to improve customer experience. The Google Finder Application is an all in
one application that will seek to integrate different products and services offered by Google to
customers. The strategic focus of the Google finder application will be key to the successful
implementation of the market. Currently, there is no such application in the market that means it
will create a better environment where the company can improve its overall focus in the market.
The key objective of the development of the Google Finder application is to link up the online
platform and ensure that customers have easy access to key applications online. The key
assumption that will include the focus that all the target customers can be reached through online
advertising and that there will be a positive reception to the new product in the market. The
increasing competition within technology needs innovative focus in diversifying company



Company overview
Google Incorporation is a giant technology company based in the United States. Larry Page
and Sergey Brin founded Google in 1998. The key focus of the company at its inception was to
organize world data and make it more appealing to the global audience. American search Engine
Company, founded in 1998 by Sergey Brin and Larry Page that is a subsidiary of the holding
company Alphabet Inc. Google, placing it at the heart of most Internet users’ experience, handles
more than 70 percent of worldwide online search requests. The company’s key products in the
market include Gmail, Google search, Android operating system, Google Scholar, Google Chrome
and other products, which have placed Google at a central place within the technology industry.
Over the years, the company has been able to revolutionize the global internet experience by
controlling over 70% of online traffic through its key products (Edelman & Eisenmann, 2014).
Google company is highly developed based on its strong focus on software engineering in
content indexing and effectively maintaining hardware infrastructure, other company strengths of
the Google Company include the Google ad, Google maps, and its high-level innovation. These
are some of the key consideration that makes Google the most consistent and effectively developed
web-based company. The core competencies have created a well-enabled environment where the
company has been able to make significant development and incorporation of additional elements
that have helped in promoting the company well-being. The Google Company’s philosophy is
mainly to organize the world information and make it universally accessible and useful. This
philosophy drives the company growth and its overall development agenda in being the best and
reliable web-based information database. The company has string employee management having
been ranked among the best companies to work globally (Finkle, 2012)...

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