Marketing Plan

This course consists of five (5) writing assignments that when compiled resemble a marketing plan. Each assignment focuses on a specific element of the marketing plan that allows students to consider their product and service as a small segment of the overall marketing plan. This is an individual activity, with each student turning in five (5) assignments.

Students will develop a fictitious company and product to build the marketing plan. This fictitious company will operate in the U.S. and at least one (1) (or more) foreign markets. This marketing plan will focus on a product and must have a service component to the product. An example of a product with a service is an antivirus software package that comes with daily monitoring services.
In developing the product and service idea, consider the following questions:
? Is there a current product on the market that could benefit from updating or enhancing it?
? Are there market trends for which a new product will satisfy the needs and wants of prospective customers?
? How are marketing goals and objectives established
Additionally, you may want to ask yourself the following questions:
? Does the product fit with your interests?
? Is this a business product or a consumer product?
? Does it have market potential and is this market profitable? Is there a high likelihood for its success?
? Is it unique? What competitive advantages will this product have over existing products on the market?
? Is it feasible? How practical will it be to sell and distribute the product to the market?

Other aspects required to build this fictitious company involve:
? Naming the company
? Building a brief strategic mission statement
? Researching and deciding on the foreign market for the product and service

The marketing plan will be built from these five (5) assignments:
? Assignment 1: Company Introduction, Market Segmentation, and Product Positioning
? Assignment 2: Marketing Products
? Assignment 3: Branding, Pricing, and Distribution
? Assignment 4: IMC and Customer Satisfaction
? Assignment 5: Marketing Strategies

Assignment 1: Company Introduction, Market Segmentation, and Product Positioning
Due Week 3 and worth 200 points

In this assignment you will describe your fictitious company and provided its background. Then, you are ready to start building the marketing plan with a focus on segmenting and positioning your product and service.

Write a five to seven (5-7) page paper in which you:

A. Write about your company.
1. Write a detailed company background. Address the following items at a minimum for full credit:
2. Create a strategic mission statement.
3. Determine and decide upon at least one (1) foreign market for the product and service. Provide your rationale for this market.
B. Write about your marketing plan.
4. Discuss the potential audiences for a marketing plan and the needs of those potential audiences.
5. Identify the marketing segment for the product and provide a rationale for this segment.
6. Discuss the target market and provide a rationale for this target market.
7. Perform a SWOT analysis (strengths, weakness, opportunities, and threats) for the company.
8. Create the market position for your product and service. Explain your rationale.
9. Support your marketing plan with at least two (2) reference sources that discuss the nature of the product.

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.
? Evaluate and target customer segments and positioning products within these segments.
? Evaluate and target customer segments and positioning products within these segments.
? Use technology and information resources to research issues in marketing management.
? Write clearly and concisely about marketing management using proper writing mechanics.
Assignment 2: Marketing Products
Due Week 4 and worth 200 points

Continuing to build your marketing plan, this assignment focuses on your product and service. Remember from the Assignment Overview that your product must also have a service component.

Write a four to five (4-5) page paper in which you:
1. Discuss the type of product the company will offer and identify its primary characteristics.
2. Discuss the service component of the product and how it will be used to enhance the product.
3. Explain how the product could be expanded to a product line, and the depth and breadth of the line.
4. Determine how the core business may change in response to industry or market changes.
5. Support your marketing plan with at least two (2) reference sources that discuss the nature of the product.

The specific course learning outcomes associated with this assignment are:
? Examine the different types of products in the marketing exchange process and create dynamic strategies for competing.
? Use technology and information resources to research issues in marketing management.
? Write clearly and concisely about marketing management using proper writing mechanics.
Assignment 3: Branding, Pricing, and Distribution
Due Week 6 and worth 200 points

Continuing to build your marketing plan, this assignment focuses on branding, pricing, and distribution of your product and service.

Write a four to five (4-5) page paper in which you:
1. Create the domestic and global product branding strategy.
2. Determine and detail the optimum pricing strategy.
3. Examine how your pricing strategy supports your branding strategy.
4. Prepare a distribution channel analysis identifying the wholesaler, distributor, and retailer relationships (include any e-Commerce as well).
5. Discuss whether a push or pull strategy will be used, justify your rationale.
6. Discuss how the distribution strategy fits the product / service, target market, and overall marketing strategy for the company
7. Support your marketing plan with at least two (2) reference sources that discuss the nature of the assignment

The specific course learning outcomes associated with this assignment are:
? Develop branding strategies for existing and new products.
? Develop pricing strategies and distribution channels for products.
? Use technology and information resources to research issues in marketing management.
? Write clearly and concisely about marketing management using proper writing mechanics.
Assignment 4: IMC and Customer Satisfaction
Due Week 8 and worth 200 points

Continuing to build your marketing plan, this assignment focuses on IMC and customer satisfaction for your product and service.

Write a four to five (4-5) page paper in which you:
1. Discuss the company?s advertising strategy and how it aligns with its marketing goals.
2. Determine how the effectiveness of the advertising will be measured.
3. Explain the different promotional strategies that may be used in addition to advertising.
4. Determine the best marketing research approach to measure customer satisfaction with your company?s product/service.
5. Decide how gaps in customer expectations and experiences will be addressed
6. Support your marketing plan with at least two (2) reference sources that discuss the nature of the assignment.

The specific course learning outcomes associated with this assignment are:
? Analyze integrated marketing communications and its relationship to advertising strategy.
? Design customer satisfaction evaluation processes and quality assurance measurements.
? Evaluate marketing research tools involved in the marketing process.
? Use technology and information resources to research issues in marketing management.
? Write clearly and concisely about marketing management using proper writing mechanics.
Assignment 5: Marketing Strategies
Due Week 10 and worth 300 points

In this final assignment, you will compile the previous four (4) assignments, addressing the feedback from your professor, as well as adding the marketing strategies.

Write an eighteen to twenty (18-20) page paper in which you:
1. Write an executive summary of your marketing plan.
2. Provide the company?s mission statement and company introduction.
3. Provide the company?s branding, pricing, and distribution plan.
4. Provide the IMC and customer satisfaction plan.
5. Provide the following information about the marketing strategies:
a. Discuss the company?s competitors, and its strengths and weaknesses.
b. Determine the differentiation strategy in relation to the closest competitor.
c. Explain whether the company?s intention is to be a leader or follower within the industry.
d. Assess the macro-environmental issues (legal, technological, social, and economic) trends with which the company must operate.
e. Identify the most significant trend to impact the business and discuss how the company intends to minimize or capitalize on this trend.
6. Support your marketing plan with at least ten (10) reference sources that discuss the nature of the assignment.

The specific course learning outcomes associated with this assignment are:
? Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
? Evaluate the basis for market segmentation and approaches to segmentation.
? Evaluate and target customer segments and positioning products within these segments.
? Examine the different types of products in the marketing exchange process and create dynamic strategies for competing.
? Develop branding strategies for existing and new products.
? Develop pricing strategies and distribution channels for products.
? Analyze integrated marketing communications and its relationship to advertising strategy.
? Design customer satisfaction evaluation processes and quality assurance measurements.
? Evaluate marketing research tools involved in the marketing process.
? Develop strategies to assess performance and achieve marketing goals.
? 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

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