Marketing Plan: Part II
Throughout this course, you will compile a comprehensive marketing plan using one of the product/service scenarios listed in the Unit IIassignment. (Note: You will use the same scenario throughout the course.) This scenario will be the basis of your start-up company and will be the catalyst for the subsequent marketing plan that you will compile. Thecompany that you choose to submit a marketing plan for is a fictionalstart-up company (not an existing company).
This units submission should consist of the items listed below.
Provide a segmentation and target market analysis.
In this section of the marketing plan, you should identifythe four criteria useful in segmenting themarket, and apply them to your company. Explain howidentifying the target market is more clearlydefined once a marketer has conducted segmentation onthe population. Explain several target markets foryour company using detailed explanations.
Include a competitive and industry analysis.
This section of the marketing plan should identify threeor four competitors of your company. These can bedirect or indirect competitors. (Note: Not allcompanies have competitors.) Differentiate eachcompetitor based upon multiple criteria. Additionally,conduct an industry analysis by looking at thehealth of the industry in which your company resides.Identify whether the industry has grown or shrunk in thelast 510 years. Explain why understanding thecompetitors and the health of the industry are importantelements of the marketing plan.
Provide a SWOT (strengths, weaknesses, opportunities, andthreats) analysis.
In this section, you will compile a SWOT analysis of yourcompany. The internal strengths and weaknesses aswell as the external opportunities and threatsneed to be identified and explained (include atleast 23 elements under each area of the SWOT).The value proposition will be demonstrated through astrong showing in the strengths section of the SWOTanalysis. Reference the SWOT analysisexplanation in the Unit I Lesson for additional insight onhow to compile this analysis.
Ensure you provide an introduction for this assignment that is engaging and provides a clear background to the purpose of the assignment. The format of thesubmission should be in essay format using subheadings. Use APA format. Additionally, you need to include a minimum of five sources, three of which must be peer-reviewed, academic sources that are no more than 5 years old. The submission should be a minimum of three pages in length (not countingthe title and reference pages).
