Discussion 5 Assignment
As you are preparing for the final paper, I would like to emphasize an important element required to be included in your paper. Otherwise, -20% will be deducted:
->> USE HEADERS and subheaders in your paper. <<-
For every item of the question, you need to have one header in your paper.
You can also add ‘Introduction’ and ‘Conlucusion/Summary’ headers, highly encouraged. As usual, separate pages for the title page and the ref. page.
Also, you should use the work you submitted for the week 2 assignment in your final paper. Make sure to review it and incorporate my feedback and anything you have learned to improve it.
Please also use your research and work you submitted for your company’s IMC strategy, its targeting/segmentation as well as the micro-and macro-environment analysis.
The purpose was to help you think and build some parts of your marketing plan throughout the course thus far. So use them the best way you can,
The Marketing Plan final project paper
Part 1: Situational Analysis
Section 1: Company Background
Describe the selected company or brand. My brand is (UBER)
Tell a brief history of the company.
Summarize the core products and services the company has to offer.
Identify direct current competitors and explain why they are direct competitors
Section 2: SWOT Analysis
Complete a SWOT Analysis
Propose the product or service line you want to develop a marketing plan for.
Justify a proposal with a SWOT based argument for why it warrants marketing investments.
Section 3: MACRO and MICRO-Environment
Analyze at least 2 elements from each quadrant table 8.1 as the MACRO and MICRO environment that affect the company’s overall marketing strategy.
Segmentation, Target audience, and positioning
Describe your segmentation approach
Be sure to discuss the elements of the segmentation approach.
Provide a rationale for this approach
Describe the target audience or markets
Create a positioning approach
The Marketing Mix
Explain your competitive advantage strategies to compete against five industry forces.
Formulate the 4P’s for your proposed product/services:
Describe your core product, extended product, and the product concept.
Explain how you plan to achieve competitive differentiation by creating customer values in four areas: Branding, Packaging, Support, and Quality—also Price, Place, Promotion with a special focus on digital media and IMC.
Success Metrics, Global and Ethical Considerations, and Conclusion
Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
Discuss at least one policy/philosophy or idea regarding the companies:
Green Marketing Practices
Ethics and Ethical Marketing
Conclude with a summary of your plan and why it deserves to be funded.
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