Project Assignment: Ethics And Professional Responsibility
You are a marketing specialist reporting directly to the Director of Marketing. One of your top competitors has recently begun stealing market share from your brand. Unless your team comes up with a successful defensive marketing plan, this competitor will overtake your brand's market position within six months.
For this assignment, you will develop a marketing plan to effectively address the competitive threat. You will choose a real-life company and product, as well as a competitive company and product, to use in the course project assignments.
Task
It is important to define and differentiate your brand in the marketplace. Because of your excellent marketing research skills, you know that data and segmentation information is needed to build a strong brand and target market. For this project assignment, create a business report to be shared with your manager that addresses the following:
Section 1: Identify the business' mission, vision, and values.
Section 2: Define goals and objectives for the marketing plan.
Section 3: Determine the one market segmentation (e.g., based on demographic, geographic, psychographic or behavioral segmentation variables) and explain the best strategy for this segmentation.
• Resource: Market Segmentation template provided here. Complete and insert into your paper.
Section 4: Analyze the branding and positioning strategies of your brand and compose a new brand positioning statement, including rationale and support. How does this new positioning strategy better help your brand stand apart from the competition?
Section 5: Use at least two references. (One source must be the data source site used to provide the business information research.)
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 includes 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.