Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style
Chapter 9 of the course text, Principles of Marketing
Chapter 10 of the course text, Principles of Marketing
It is recommended you review the course text and other resources read or watched throughout this course.
Throughout this course, you have explored all of the elements of a marketing plan. Now it is time to put your marketing plan together for the company you selected for your marketing manager internship.
Part 1 – General Information and Situational Analysis
Section 1 – Company Background
Describe your selected company or brand.
Tell a brief history of the company.
Summarize the core products and services the company offers.
Identify direct current competitors.
Explain why they direct competitors.
Section 2 – SWOT Analysis (Links to an external site.)
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 8.1 in the course text as the micro-and macro environment factors that affect the company’s overall marketing strategy.
Part 2 – The Marketing Plan
Section 1 – Segmentation, Targeting, and Positioning (STP)
Describe your segmentation approach for your proposed product/service.
Be sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.
Provide a rationale for this approach.
Describe the target audiences or markets.
Create a positioning statement.
Section 2 – The Marketing Mix
Formulate the 4Ps for your proposed product/service:
Describe your core product, extended product, and product concept.
Explain how you plan to achieve competitive differentiation through creating customer value in four areas: Branding, Packaging, Support
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