Posted: November 4th, 2022
marketing plan
Assessment Brief
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.
Write a word essay - Evaluate the basis for market segmentation and approaches to
segmentation.
Write a word essay - 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.
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:
Revise your executive summary from Assignment 1, based on the outcomes and
implementation of your marketing plan.
Develop your company’s mission statement and company introduction.
Develop the company’s branding, pricing, and distribution plan.
Provide the following marketing strategy information:
Classify the company’s major competitors as inter- or
intra-competitors. Categorize the competitors’ major strengths and
weaknesses.
Develop the differentiation strategy in relation to the closest
competitor.
Establish whether the company’s intention is to be a leader or follower
within the industry.
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.
Predict the most significant trend to impact the business. Formulate a
strategy for the company to minimize or capitalize on this trend.
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.
Develop a five (5) year expansion plan that includes future profitability
and market share growth. Include necessary graphs to explain your plan.
Specify two (2) social media and / or media tools that you would use as you
develop your plan. Justify each of your chosen tools.
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.
Assess the potential for your company’s overall performance in relation to
the marketing plan objectives.
Suggest the integrated marketing communications that are most relevant for
your marketing plan. Relate each marketing communication to your company’s
advertising strategy.
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.
Write a word essay - 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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