Assignment 1: Part A: Your Marketing Plan

Due Week 4 and worth 400 points

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From the start of this course, you have accessed the Interactive Marketing Plan tool and used the step-by-step guide to complete Part A of your marketing plan. You are required to submit a marketing plan for a hypothetical company. Your plan must include the company’s background information, as well as information collected from Steps 1- 4 of the Interactive Marketing Plan, located in the course shell.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write an eight to ten (8-10) page paper in which you:

  1. Construct a concise executive summary that provides the details of the outcomes of your marketing plan outcomes. The relevant outcomes include profitability, shareholder returns, and return on investment.
  2. Conduct an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
  3. Specify the primary and secondary target markets for your company.
  4. Develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one (1) brand extension.
  5. Conduct a performance analysis with set benchmarks of 50% to 75% per annualized plan. Your analysis should include at least four (4) of the following metrics: tracking downloads of website content, Web site visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement. Develop four (4) quantitative and (4) qualitative marketing objectives from your chosen metrics.
  6. Conduct both a SWOT analysis and needs analysis for your product/service. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.
  7. Develop a marketing strategy for your product / service and determine an appropriate timeframe for execution of the plan, i.e. 5, 10, 15 years. Provide a rationale for your timeframe for execution.
  8. Develop a positioning statement which should include, at a minimum, i.e., a benefit, user, competitive, or innovative statement about your product / service. Provide a rationale for your timeframe for execution of your positioning statement.
  9. Examine the relevant marketing science of customer behavior for your product / service.
  10. Use at least four (4) 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 quality 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:

  1. Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
  2. Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
  3. Evaluate the basis for market segmentation and approaches to segmentation.
  4. Evaluate and target customer segments and positioning products within these segments.
  5. Create an effective marketing plan.
  6. Use technology and information resources to research issues in marketing management.
  7. Write clearly and concisely about marketing management using proper writing mechanics.

 

Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric.

Points: 400

Assignment 1: Part A: Your Marketing Plan

Criteria

Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Construct a concise executive summary that provides the details of the outcomes of your marketing plan outcomes. The relevant outcomes include profitability, shareholder returns, and return on investment.

Weight: 9%

Did not submit or incompletely constructed a concise executive summary that provides the details of the outcomes of your marketing plan outcomes.

Partially constructed a concise executive summary that provides the details of the outcomes of your marketing plan outcomes.

Satisfactorily constructed a concise executive summary that provides the details of the outcomes of your marketing plan outcomes.

Thoroughly constructed a concise executive summary that provides the details of the outcomes of your marketing plan outcomes.

2. Conduct an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
Weight: 9%

Did not submit or incompletely conducted an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Partially conducted an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Satisfactorily conducted an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Thoroughly conducted an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

3. Specify the primary and secondary target markets for your company.

Weight: 7%

Did not submit or incompletely specified the primary and secondary target markets for your company.

Partially specified the primary and secondary target markets for your company.

Satisfactorily specified the primary and secondary target markets for your company.

Thoroughly specified the primary and secondary target markets for your company.

4. Develop a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one (1) brand extension.

Weight: 8%

Did not submit or incompletely developed a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one (1) brand extension.

Partially developed a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one (1) brand extension.

Satisfactorily developed a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one (1) brand extension.

Thoroughly developed a branding strategy for your product / service that covers the brand name, logo, slogan, and at least one (1) brand extension.

5. Conduct a performance analysis with set benchmarks of 50% to 75% per annualized plan. Your analysis should include at least four (4) of the following metrics: tracking downloads of website content, Web site visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement. Develop four (4) quantitative and (4) qualitative marketing objectives from your chosen metrics.

Weight: 9%

Did not submit or incompletely conducted a performance analysis with set benchmarks of 50% to 75% per annualized plan. Did not submit or incompletely included at least four (4) of the following metrics: tracking downloads of website content, Web site visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement. Did not submit or incompletely developed four (4) quantitative and (4) qualitative marketing objectives from your chosen metrics.

Partially conducted a performance analysis with set benchmarks of 50% to 75% per annualized plan. Partially included at least four (4) of the following metrics: tracking downloads of website content, Web site visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement. Partially developed four (4) quantitative and (4) qualitative marketing objectives from your chosen metrics.

Satisfactorily conducted a performance analysis with set benchmarks of 50% to 75% per annualized plan. Satisfactorily included at least four (4) of the following metrics: tracking downloads of website content, Web site visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement. Satisfactorily developed four (4) quantitative and (4) qualitative marketing objectives from your chosen metrics.

Thoroughly conducted a performance analysis with set benchmarks of 50% to 75% per annualized plan. Thoroughly included at least four (4) of the following metrics: tracking downloads of website content, Web site visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement. Thoroughly developed four (4) quantitative and (4) qualitative marketing objectives from your chosen metrics.

6. Conduct both a SWOT analysis and needs analysis for your product/service. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.

Weight: 9%

Did not submit or incompletely conducted both a SWOT analysis and needs analysis for your product/service. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.

Partially conducted both a SWOT analysis and needs analysis for your product/service. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.

Satisfactorily conducted both a SWOT analysis and needs analysis for your product/service. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.

Thoroughly conducted both a SWOT analysis and needs analysis for your product/service. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.

7. Develop a marketing strategy for your product / service and determine an appropriate timeframe for execution of the plan, i.e. 5, 10, 15 years. Provide a rationale for your timeframe for execution.

Weight: 9%

Did not submit or incompletely developed a marketing strategy for your product / service and determined an appropriate timeframe for execution of the plan, i.e. 5, 10, 15 years. Did not submit or incompletely provided a rationale for your timeframe for execution.

Partially developed a marketing strategy for your product / service and determined an appropriate timeframe for execution of the plan, i.e. 5, 10, 15 years. Partially provided a rationale for your timeframe for execution.

Satisfactorily developed a marketing strategy for your product / service and determined an appropriate timeframe for execution of the plan, i.e. 5, 10, 15 years. Satisfactorily provided a rationale for your timeframe for execution.

Thoroughly developed a marketing strategy for your product / service and determined an appropriate timeframe for execution of the plan, i.e. 5, 10, 15 years. Thoroughly provided a rationale for your timeframe for execution.

8. Develop a positioning statement which should include, at a minimum, i.e., a benefit, user, competitive, or innovative statement about your product / service. Provide a rationale for your timeframe for execution of your positioning statement.

Weight: 8%

Did not submit or incompletely developed a positioning statement which should include, at a minimum, i.e., a benefit, user, competitive, or innovative statement about your product / service. Did not submit or incompletely provided a rationale for your timeframe for execution of your positioning statement.

Partially developed a positioning statement which should include, at a minimum, i.e., a benefit, user, competitive, or innovative statement about your product / service. Partially provided a rationale for your timeframe for execution of your positioning statement.

Satisfactorily developed a positioning statement which should include, at a minimum, i.e., a benefit, user, competitive, or innovative statement about your product / service. Satisfactorily provided a rationale for your timeframe for execution of your positioning statement.

Thoroughly developed a positioning statement which should include, at a minimum, i.e., a benefit, user, competitive, or innovative statement about your product / service. Thoroughly provided a rationale for your timeframe for execution of your positioning statement.

9. Examine the relevant marketing science of customer behavior for your product / service.

Weight: 7%

Did not submit or incompletely examined the relevant marketing science of customer behavior for your product / service.

Partially examined the relevant marketing science of customer behavior for your product / service.

Satisfactorily examined the relevant marketing science of customer behavior for your product / service.

Thoroughly examined the relevant marketing science of customer behavior for your product / service.

10. 4 references

Weight: 5%

No references provided

Does not meet the required number of references; some or all references poor quality choices.

Meets number of required references; all references high quality choices.

Exceeds number of required references; all references high quality choices.

11. Writing Mechanics, Grammar, and Formatting

Weight: 5%

Serious and persistent errors in grammar, spelling, punctuation, or formatting.

Partially free of errors in grammar, spelling, punctuation, or formatting.

Mostly free of errors in grammar, spelling, punctuation, or formatting.

Error free or almost error free grammar, spelling, punctuation, or formatting.

12. Appropriate use of APA in-text citations and  reference section

Weight: 5%

Lack of in-text citations and / or lack of reference section.

In-text citations and references are provided, but they are only partially formatted correctly in APA style.

Most in-text citations and references are provided, and they are generally formatted correctly in APA style.

In-text citations and references are error free or almost error free and consistently formatted correctly in APA style.

13. Information Literacy/Integration of Sources

Weight: 5%

Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations.

Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing.

 

Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing.

Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.

14. Clarity and Coherence of Writing

Weight: 5%

Information is confusing to the reader and fails to include reasons and evidence that logically support ideas

Information is partially clear with minimal reasons and evidence that logically support ideas

Information is mostly clear and generally supported with reasons and evidence that logically support ideas

 

Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas

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