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:
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.
Conduct an environmental analysis that includes competitive,
economic, political, legal, technological, and sociocultural forces.
Specify the primary and secondary target markets for your
company.
Develop a branding strategy for your product / service that
covers the brand name, logo, slogan, and at least one (1) brand extension.
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.
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.
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.
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.
Examine the relevant marketing science of customer behavior
for your product / service.
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:
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 and 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.
Grading for this assignment will be based on answer quality,
logic/organization of the paper, and language and writing skills, using the
following rubric.a
