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