Assignment: Marketing Plan
Throughout this course, you will compile a comprehensive marketing plan using the product/service scenarios listed in the Unit II assignment. (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. The company that you choose to submit a marketing plan for is a fictional start-up company (not an existing company).
This unit's submission should consist of the items listed below.
- Provide a segmentation and target market analysis.
o In this section of the marketing plan, you should identify the four criteria useful in segmenting the market, and apply them to your company. Explain how identifying the target market is more clearly defined once a marketer has conducted segmentation on the population. Explain several target markets for your company using detailed explanations.
Include a competitive and industry analysis.
o This section of the marketing plan should identify three or four competitors of your company. These can be direct or indirect competitors. (Note: Not all companies have competitors.) Differentiate each competitor based upon multiple criteria. Additionally, conduct an industry analysis by looking at the health of the industry in which your company resides. Identify whether the industry has grown or shrunk in the last 5-10 years. Explain why understanding the competitors and the health of the industry are important elements of the marketing plan.
Provide a SWOT (strengths, weaknesses, opportunities, and threats) analysis.
o In this section, you will compile a SWOT analysis of your company. The internal strengths and weaknesses as well as the external opportunities and threats need to be identified and explained (include at least 2-3 elements under each area of the SWOT). The value proposition will be demonstrated through a strong showing in the strengths section of the SWOT analysis
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.