Marketing Plan for a Company or Product/Service, marketing homework help

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Outline due in a week- 5/15/17 will create separate question for outline create a marketing plan
for an existing company and product/service of your choice. If you are
choosing a large global company, you MUST create a new product. However,
this new product may be an upgrade of an existing product. You will
need to select a company that you have not used for your other
assignments in the class. Your plan information should address all areas
covered in this course for a marketing plan. The library’s page on Company Research can help you get started. The library database Gale Virtual Reference Library has a number of Business books to help identify a target market.

Use the marketing plan
that is a required reading for this module for your final portfolio
project, as a broad guide. The marketing plan document is essential to
business strategy and is a focal point of this introductory class. The
essential information of a marketing plan is outlined in this document
and will serve as the blueprint for your portfolio project due this
week.

Below is the outline to be followed for this assignment:

  • Executive Summary: This provides everything a busy executive needs to know to invest (or not) in your proposal. It captures your key proposal and recommendations/decision factors, and projected outcomes
    of the plan’s recommendations. Note this is not an introduction to the
    marketing plan. Typically, this is written after the entire marketing
    plan has been compiled. (1/2 page)
  • Company Overview (1/2 page)
  • Situational Analysis (includes a SWOT analysis): Identify at least two significant factors for each of the 4 SWOT components. Identify applicable trends that are statistically supported.
  • Competitive Analysis: Create a comparative chart and discuss key aspects. (1-2 pages)
  • Identify Objectives or Goals: Briefly describe your
    proposal… describe what’s new and why. What is the opportunity to be
    addressed or the problem to be solved? (1/2 page)
  • STDP Segmentation: Define and
    explain why this is needed; explain the segmentation approach (such as
    the use of demographics) and name market segments. Targeting: Define and explain why this is needed and estimate the size your target market. (1 page)
  • Marketing Strategy and Positioning: Explain and support your marketing mix component decisions (4Ps), using academic concepts and academic reference sources. Discuss whether your company has a competitive advantage in each section of the marketing mix (4Ps).
  • Positioning: What do you want your customer to
    think of when regarding your brand, product, proposed product? Take an
    analytical approach to this section. Create at least one perceptual map (as applied to differentiation or positioning). (1 page)
  • How will Marketing Research be used to support the planning, implementation, and monitoring process? What research methodologies will be used? Add a sub-section on ethical and/or legal factors, plus a CSR (corporate social responsibility) strategy summary. (1 page)
  • Financial Projections: Present a summary
    spreadsheet. For example: years 1, 2 and 3 units sold, sales volumes.
    Estimate marketing expenses for promotions/advertising. What is the
    projected timeline of the product life cycle’s introduction and growth stage? (1 page maximum)
  • Implementation Plan: Identify specific tactics and
    steps that will be taken (primarily focused on distribution, marketing
    communications, promotion, PR, for example). Create a chart depicting your advertising/promotion plan with actions, time frame, media choice, for example. Include a Marketing Plan.
  • Technology sub-section: How will marketing
    technology be used throughout the marketing process: marketing research,
    communications, promotions, monitoring, for example? (1 page)
  • Evaluation and Control Metrics: How will you
    monitor progress of outcomes in your plan? How will you define and
    measure success? Connect these to your objectives and goals. (1/2-1
    page)
  • Conclusion (1 paragraph)

Other:
The following are requirements for your portfolio project:

  • 8-10 Word pages in the body of the paper. Estimated page counts are listed above in each section.
  • Use APA format! Do not enumerate the sections—use regular APA heading format and please use plenty of headings and sub-headings according to Develop full paragraphs and full sentences.
  • Apply marketing models, theory, terminology, and concepts throughout the plan.
  • A minimum of 6 references (in addition to course materials like the textbook or articles). At least 2 of these being peer-reviewed articles.

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