Assignment 1: Part A: Your Marketing PlanDue Week 3 and worth 200 pointsFor this assignment, you will document your hypothetical
company’s background information and mission statement, your company’s short-
and long-term goals, an environmental analysis, and a SWOT analysis.Note: You should create and / or make all necessary
assumptions needed for the completion of this assignment.Instr
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Assignment 1: Part A: Your Marketing Plan
Due Week 3 and worth 200 points
For this assignment, you will document your hypothetical
company’s background information and mission statement, your company’s short-
and long-term goals, an environmental analysis, and a SWOT analysis.
Note: You should create and / or make all necessary
assumptions needed for the completion of this assignment.
Instructions
Create the first part of your marketing plan:
Write an introduction to your company. Describe your hypothetical
company, its location, and the product it makes or the service it provides, and
introduce the contents of your marketing plan.
Develop your company’s mission statement.
Decide the main goals that you would like to achieve within
the next year (short term) and the main goals that you would like to achieve
within the next five years (long term). Determine the most appropriate ways to
measure both short- and long-term goals.
Note: Consider the following metrics: tracking downloads of
website content, website visitors, increases in market share, customer value,
new product /service adoption rates, retention, rate of growth compared to
competition and the market, margin, and customer engagement.
Develop an environmental analysis that includes competitive,
economic, political, legal, technological, and sociocultural forces.
Develop both a SWOT analysis and needs analysis for your
product / service. Each analysis should examine three strengths, weaknesses,
opportunities, and threats for your company.
Use at least three 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 qualify 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.
The specific course
learning outcomes associated with this assignment are:
Analyze marketing environments and strategies used to
strengthen product or service positioning.
a. Evaluate data and information on customer/consumer
behavior.
b. Evaluate marketing research tools involved in the
marketing process.
c. Examine the marketing science of customer behavior and
products in the marketing exchange process.
Evaluate marketing strategies used to create/communicate
customer value.
a. Analyze the
marketing framework through a situation analysis.
Create an effective marketing plan.
a. Develop recommendations based on market analysis and
strategy.
b. Develop strategies to assess performance and achieve
marketing goals.
c. Develop dynamic strategies for competing.
Grading for this assignment will be based on answer quality,
logic / organization of the paper, and language and writing skills, using the
following rubric found here.
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