*** Please see my attached paper I wrote earlier in class, which can be used in this Final assignment***
Provide a brief summary of the company’s history and mission.
Summarize the core products/services they offer.
Complete an analysis of the marketing environment (analyze the company’s immediate environment and its macro environment).
Complete a SWOT analysis.
Recommend the product, a service line, or a bundle (i.e.: product and service) that you want to develop a marketing plan for.
This recommendation must be based on the conclusion you drew from your SWOT analysis.
Explain your rationale.
Develop a SWOT based argument for why the recommended product, service line, or bundle warrants marketing investment.
Evaluate the company’s STP (Segmentation, Targeting, Positioning) strategy:
Include a consumer behavior analysis of your potential consumers.
Analyze the market based off the segmentation variables (Geographic, demographic, psychographic, behavioral, etc.)..
Provide your rationale for each evaluation.
Develop a Target Strategy Create the product’s value proposition and positioning strategy.
Address the Marketing mix. In the marketing mix,
Describe the components of your product/service, brand name, and packaging referring to exhibit 11-1: Product Complexity.
Proposing a pricing strategy (refer to exhibit 15-1: Pricing Strategies).
Propose how marketing channels should be managed for effectiveness,
Formulate value communication strategy for your suggested product:
Develop the Integrated Marketing Communications (IMC) plan including at least 3 media channels.
Justify your media selection.
Explain what type of message appeal you will utilize.
Employ digital and mobile considerations referring to exhibit
Discuss your market mix (4P’s) strategy which includes what is listed below. Remember, specific plans and strategies should be discussed. This section is one of the most important sections of your plan where you get more practical and talks about the 4Ps of your brand. The first P is Product (product components, the brand and packaging for your suggested product). Next is Price (what type of price you will recommend for your suggested product). After that is Place (How you would manage the supply chain members). Finally, you have Promotion (your IMC plan for promoting your product, the message appeal, media channels and digital and mobile considerations in your IMC plan).
Identify any ethical and/or corporate social responsibility concerns.
Describe why there would be concerns and how they can be addressed.
Explain Global considerations.
Discuss the similarities and differences between a domestic and a global marketing strategy and how differences should be addressed.
Conclude with a final summary of the plan and reasons why the plan deserves to be funded.
*** Please see my attached paper I wrote earlier in class, which can be used in this Final assignment***
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