Marketing FINAL

Marketing Plan[WLOs: 1, 2, 3, 4] [CLOs: 1, 2, 3, 4, 5, 6]

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Prepare

Prior to beginning work on this assignment, review

• Chapters 9 and 10 of the course text, Principles of Marketing
• The
• template
• It is recommended that you review the course text and other resources reviewed throughout this course

Instructions

Throughout this course, you have explored several elements of a marketing plan. Now it is time to construct a marketing plan for your internship brand. Use the template to organize your thoughts and to write and develop a professional-looking marketing plan.

This marketing plan will be about the Internship brand you selected in Week 1 and around the proposed product you developed based on the SWOT analysis. Feel free to use all of the previous work (see the Helpful Tips Section) to build on the information as you write; however, remember to incorporate your instructors feedback to include an improved version of your previous work.

In your final paper,

Part A General Information and Situational Analysis

Section 1 Company Background

• Describe the selected company and brand.
• Give a brief history of the brand.
• Summarize the core products and services the company offers.
• Identify direct current competitors.
• Explain why they are direct competitors.

Section 2 SWOT Analysis

• 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 4.1 in the course text as the microenvironment and macroenvironment factors that affect the companys overall marketing strategy.

Part B The Marketing Plan

Section 1 Segmentation, Targeting, and Positioning (STP)

• Describe your segmentation approach for your proposed product or service.
• State a rationale for this approach.
• Describe the target audiences or markets for your proposed product.
• Create a positioning statement (what unique value this proposed product/service gives to the customer).

Section 2 The Marketing Mix

• Formulate the four Ps for your proposed product or service.
• Product
• Describe your core product, extended product, and the product concept.
• Explain how you plan to achieve competitive differentiation by creating customer value in four areas:

1. Branding
2. Packaging
3. Support
4. Quality

• Price
• Place
• Promotion with a special focus on digital media and integrated marketing communications (IMC)- Refer to Table 9.4, similar to what you did in Forum 2 of this week.

Section 3 Global and Ethical Considerations, and Conclusion

• Identify three business or sociocultural considerations in translating your marketing plan for use in a global market.
• Discuss the companys policy or philosophy on one of the areas below:
• Corporate Social Responsibility (CSR)
• Green marketing practices
• Ethics
• Ethical marketing
• Conduct original work
• Conclude with a summary of your plan.
• Explain why it deserves to be funded.

Carefully review the

for the criteria that will be used to evaluate your final paper.

Helpful Tips

Use the provided template to write your marketing plan.

• Part A
• Section 1: Understanding the background of the company will help you complete the SWOT analysis. Use your Week 1 assignment and ensure you have incorporated your instructors feedback and have improved your previously submitted work.
• Section 2: Propose a new idea to market the product or service line. This new proposal must not be available in the market now. This is your idea, so use the SWOT analysis to defend it. Use your Week 1 assignment and make sure you have incorporated your instructors feedback and have improved your previously submitted work.
• Section 3: Analyze some micro and macroenvironment factors that affect the companys overall marketing strategy globally. You practiced this in the second discussion forum in Week 2 for other brands.
• Part B
• Section 1: Use the information you researched and analyzed in the Week 3 assignment, Segmentation and Product Strategy.
• Section 2: Spend considerable time completing the four Ps of your marketing plan; this is the essence of your plan. Someone should be able to understand your plan just by reading this section only.
• Section 3: Research, analyze, and discuss your internship brand at the global level or in a foreign market. Also, discuss its CSR efforts.

Upload Your Project to Folio

It is recommended that you upload your completed paper to Folio. Skills that were reviewed in Week 4 can be tagged on your Folio page along with a description of the projects purpose. For more information on these skills, you may review the

module in Week 4. For information on how to set up and use your Folio account as well as tag skills, check out the Folio webpage in the Student Success Center.

Project Submission Instructions

• At the end of your marketing plan, add an APA-formatted appendix.
• For information on how to create a APA-formatted appendix, please review UAGCs Writing Centers resource
• .
• Download the marketing plan template and complete it.
• Upload it to Waypoint.

The Marketing Plan final paper

• must be 9 to 11 double-spaced pages in length (not including title and references pages) and formatted according to
• as outlined in the Writing Centers
• resource.
• must include a separate title page with the following in title case:
• title of paper in bold font
• Space should appear between the title and the rest of the information on the title page.
• students name
• name of institution (The University of Arizona Global Campus)
• course name and number
• instructors name
• due date
• must utilize academic voice.
• Review the
• resource for additional guidance.
• must include an introduction and conclusion paragraph.
• Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
• For assistance in writing
• and
• , refer to the Writing Center resources.
• must use at least 4 scholarly or credible sources in addition to the course text.
• The
• table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source.
• To assist you in completing the research required for this assignment, refer to this
• tutorial, which introduces the University of Arizona Global Campus Library and the research process, and provides some library search tips.
• You may also refer to the
• tutorial, which explains keyword searching process in the library to find scholarly articles, or the
• tip sheet, which provides some tips and strategies to make finding credible online research in a search engine such as Google easier and more efficient.
• must document any information used from sources in APA Style as outlined in the Writing Centers
• guide.
• must include a separate references page that is formatted according to APA Style as outlined in the Writing Center.
• Refer to the
• resource in the Writing Center for specifications.