Week 1

Marketing Plan: Product Identification and SWOT Analysis[WLOs: 1, 2, 3, 4] [CLOs: 1, 2, 5, 6]

Select each tab to learn more.

Instructions

This week, you will be creating components for your capstone marketing plan assignment. You will then finish your plan in Week 5.

In your paper,

• Cite the brand you selected from the list in the first discussion forum for your marketing internship.
• Describe the selected company and brand and their brief history.
• List the core products and services they offer.
• Identify the key current competitors of your brand.
• Write a brief description of the products/services that are considered in direct competition to your selected brand.
• Complete a SWOT analysis.
• Include your analysis of the five forces framework in developing your SWOT.
• Propose a new product or service line for which you want to develop a marketing plan based on the strengths and opportunities, and to overcome the weaknesses and threats in your SWOT analysis.
• Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
• Explain how you plan to achieve competitive differentiation through creating customer value. Refer to
• video.

Carefully review the

for the criteria that will be used to evaluate your assignment.

Helpful Tips Before You Start Outlining Your Assignment

Your marketing plan must focus on a new product or service idea.

For example, after completing a SWOT analysis for McDonalds, one might propose marketing new concepts like a McVeggie burger or an adult Happy Meal. Further afield, one might propose a whole new chain of pay-to-visit indoor McPlayground Centers. Or relative to existing menu offerings, one might suggest a dedicated marketing campaign for say burgers at breakfast or after-midnight snacking via the drive-through.

Learn about your brand and then let your imagination run wild. It can be a big idea that will appeal to many of their customers or a very targeted effortyou decide. You can always adjust your ideas after getting instructor feedback.

Guidelines

The Marketing Plan: Product Identification and SWOT Analysis paper

• must be 3 to 4 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 1 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.