Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style
Read
Chapter 9 of the course text, Principles of Marketing
Chapter 10 of the course text, Principles of Marketing
It is recommended you review the course text and other resources read or watched throughout this course.
Throughout this course, you have explored all of the elements of a marketing plan. Now it is time to put your marketing plan together for the company you selected for your marketing manager internship.
Instructions
Part 1 – General Information and Situational Analysis
Section 1 – Company Background
Describe your selected company or brand.
Tell a brief history of the company.
Summarize the core products and services the company offers.
Identify direct current competitors.
Explain why they direct competitors.
Section 2 – SWOT Analysis (Links to an external site.)
Complete a SWOT analysis.
Propose the product or service line you want to develop a marketing plan for.
Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
Section 3 – Macro- and Microenvironment
Analyze at least two elements from each quadrant of Table 8.1 in the course text as the micro-and macro environment factors that affect the company’s overall marketing strategy.
Part 2 – The Marketing Plan
Section 1 – Segmentation, Targeting, and Positioning (STP)
Describe your segmentation approach for your proposed product/service.
Be sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.
Provide a rationale for this approach.
Describe the target audiences or markets.
Create a positioning statement.
Section 2 – The Marketing Mix
Formulate the 4Ps for your proposed product/service:
Product
Describe your core product, extended product, and product concept.
Explain how you plan to achieve competitive differentiation through creating customer value in four areas: Branding, Packaging, Support & Quality
Price
Place
Promotion with a special focus on digital media and integrated marketing communications (IMC)
Section 3 – Global and Ethical Considerations, and Conclusion
Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
Discuss at least one policy/philosophy or idea regarding the company’s
corporate social responsibility (CSR),
green marketing practices, and
ethics and ethical marketing.
Conclude with a summary of your plan and why it deserves to be funded.
Helpful Tips
Use your Week 2 assignment and make sure you incorporated your instructor’s feedback and have improved your previously submitted work for Part 1 and Part 2, Section 2 (Product).
Understanding the background of the company will help you complete the SWOT analysis.
Propose a new idea to market the product or service line. Avoid writing about or proposing the current marketing strategy.
This is your idea, so use the SWOT analysis to defend it.
Use the information you researched and analyzed in the Week 4 video presentation to complete Part 1, Section 3.
Analyze some micro-and macro environment factors that affect the company’s overall marketing strategy.
You need to provide enough details to the information you included in your slides to fit well with the rest of the paper.
Make sure you incorporated your instructor’s feedback and have improved your previously submitted work for this part.
Use the information you researched and analyzed in the Week 4 discussion forum, Finding and Targeting Your People, to complete Part 2, Section 1.
You need to beef up the information you discussed in that discussion forum to align it with your overall marketing plan.
Review and refer to Section 7.3 of the course text, Principles of Marketing.
Spend considerable time completing Part 2, the Marketing Plan; this is the essence of your plan.
Someone should be able to understand your plan, just by reading this section only.
At the end of your marketing plan, add an APA-formatted appendix.
For information on how to create a APA-formatted appendix, please review the University of Arizona Global Campus Writing Center’s resource Tables, Images, and Appendices (Links to an external site.).
Save your marketing plan as a Word document.
The post Explain how you plan to achieve competitive differentiation through creating customer value in four areas appeared first on Skilled Papers.