Evaluate target customer segments and positioning products within these segments.

Need 5-6 page paper with four references

Instructors, training on how to grade is within the Instructor Center.

FOCUS ON  4P‘s

 

Assignment 1: Part A: Your Marketing Plan – 4P’s (Atlanta Marriott Buckhead & Conference Center, 3405 Lenox Road, NE,  Atlanta, GA   30026).

 

Due Week 4 and worth 200 points

 

At the end of this course, you will have created a marketing plan for a hypothetical product-based company. Each assignment focuses on a different section of the overall marketing plan. For Assignment 1, you will compile information on the company’s background information, an environmental analysis, your company’s short and long-term goals, and a SWOT analysis.

 

For information on Website analytics, visit Google Analytics athttp://www.google.com/analytics/why/.

 

Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.

 

Write a five to six (5-6) page paper in which you:

1.Write an introduction to your company. Describe your company, its location, and the service it provides.

2.Develop an (environmental analysis Find a source that defines it) that includes competitive, economic, sociocultural forces.

3.Determine the primary target markets for your company and describe the 4 P’s.

4.Decide the main goals that you would like to achieve within the next year (short term- within one year) and the mains goals that you would like to achieve within the next two (2) to five (5) years (long term). Determine the most appropriate ways to measure both short- and long-term goals. Note: Consider the following metrics: tracking downloads of Website content, Website visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.

5.Develop both a SWOT analysis and needs analysis for your product. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.

6.Use at least four (4) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen  service. Note: Wikipedia and other Websites do not qualify as academic resources.

 

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

 

The specific course learning outcomes associated with this assignment are:

  • Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
  • Develop strategies to assess performance and achieve marketing goals.
  • Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
  • Evaluate target customer segments and positioning products within these segments.
  • Use technology and information resources to research issues in marketing management.
  • Write clearly and concisely about marketing management using proper writing mechanics.

 

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.

Points: 200 Assignment 1: Part A: Your Marketing Plan
Criteria Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides.

Weight: 15%

Did not submit or incompletely wrote an introduction to your company. Did not submit or incompletely described your company, its location, and the product it makes or the service it provides. Partially wrote an introduction to your company. Partially described your company, its location, and the product it makes or the service it provides Satisfactorily wrote an introduction to your company. Satisfactorily described your company, its location, and the product it makes or the service it provides Thoroughly wrote an introduction to your company. Thoroughly described your company, its location, and the product it makes or the service it provides
2. Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.

Weight: 15%

Did not submit or incompletely developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces. Partially developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces. Satisfactorily developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces. Thoroughly developed an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
3. Determine the primary and secondary target markets for your company. Next, analyze the primary and secondary target markets that you identified for your company. Be sure to cover the 4Ps, 5Cs and STP.

Weight: 10%

Did not submit or incompletely determined the primary and secondary target markets for your company. Did not submit or incompletely analyzed the primary and secondary target markets that you identified for your company. Did not submit or incompletely covered the 4Ps, 5Cs and STP. Partially determined the primary and secondary target markets for your company. Partially analyzed the primary and secondary target markets that you identified for your company.  Partially covered the 4Ps, 5Cs and STP. Satisfactorily determined the primary and secondary target markets for your company. Satisfactorily analyzed the primary and secondary target markets that you identified for your company. Satisfactorily covered the 4Ps, 5Cs and STP. Thoroughly determined the primary and secondary target markets for your company. Thoroughly analyzed the primary and secondary target markets that you identified for your company. Thoroughly covered the 4Ps, 5Cs and STP.
4. Decide the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five (5) years (long term). Determine the most appropriate ways to measure both short- and long-term goals.

Weight: 20%

Did not submit or incompletely decided the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five (5) years (long term). Did not submit or incompletely determined the most appropriate ways to measure both short- and long-term goals. Partially decided the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five (5) years (long term). Partially determined the most appropriate ways to measure both short- and long-term goals. Satisfactorily decided the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five (5) years (long term). Satisfactorily determined the most appropriate ways to measure both short- and long-term goals. Thoroughly decided the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five (5) years (long term). Thoroughly determined the most appropriate ways to measure both short- and long-term goals.
5. Develop both a SWOT analysis and needs analysis for your product. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.

Weight: 15%

Did not submit or incompletely developed both a SWOT analysis and needs analysis for your product. Did not submit or incompletely examined four (4) strengths, weaknesses, opportunities, and threats for your company. Partially developed both a SWOT analysis and needs analysis for your product. Partially examined four (4) strengths, weaknesses, opportunities, and threats for your company. Satisfactorily developed both a SWOT analysis and needs analysis for your product. Satisfactorily examined four (4) strengths, weaknesses, opportunities, and threats for your company. Thoroughly developed both a SWOT analysis and needs analysis for your product. Thoroughly examined four (4) strengths, weaknesses, opportunities, and threats for your company.
6. 4 references

Weight: 5%

No references provided. Does not meet the required number of references; some or all references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices.
7. Writing Mechanics, Grammar, and Formatting

Weight: 5%

Serious and persistent errors in grammar, spelling, punctuation, or formatting. Partially free of errors in grammar, spelling, punctuation, or formatting. Mostly free of errors in grammar, spelling, punctuation, or formatting. Error-free or almost error-free grammar, spelling, punctuation, or formatting.
8. Appropriate use of APA in-text citations and  reference section

Weight: 5%

Lack of in-text citations and / or lack of reference section. In-text citations and references are provided, but they are only partially formatted correctly in APA style. In-text citations and references are error free or almost error free and consistently formatted correctly in APA style.
9. Information Literacy / Integration of Sources

Weight: 5%

Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations.   Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing. Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.
10. Clarity and Coherence of Writing

Weight: 5%

Information is confusing to the reader and fails to include reasons and evidence that logically support ideas Information is partially clear with minimal reasons and evidence that logically support ideas  

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