Interactive Marketing Plan tool
Due Week 4 and worth 400 points
From the start of this course, you have accessed the
Interactive Marketing Plan tool and used the step-by-step guide to complete
Part A of your marketing plan. You are required to submit a marketing plan for
a hypothetical company. Your plan must include the company’s background
information, as well as information collected from Steps 1- 4 of the
Interactive Marketing Plan, located in the course shell.
Note: You may create and /or make all necessary assumptions
needed for the completion of this assignment.
Write an eight to ten (8-10) page paper in which you:
Construct a concise executive summary that provides the
details of the outcomes of your marketing plan outcomes. The relevant outcomes include
profitability, shareholder returns, and return on investment.
Conduct an environmental analysis that includes competitive,
economic, political, legal, technological, and sociocultural forces.
Specify the primary and secondary target markets for your
company.
Develop a branding strategy for your product / service that
covers the brand name, logo, slogan, and at least one (1) brand extension.
Conduct a performance analysis with set benchmarks of 50% to
75% per annualized plan. Your analysis should include at least four (4) of the
following metrics: tracking downloads of website content, Web site 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. Develop four (4) quantitative and (4) qualitative marketing
objectives from your chosen metrics.
Conduct both a SWOT analysis and needs analysis for your
product/service. Each analysis should examine four (4) strengths, weaknesses,
opportunities, and threats for your company.
Develop a marketing strategy for your product / service and
determine an appropriate timeframe for execution of the plan, i.e. 5, 10, 15
years. Provide a rationale for your timeframe for execution.
Develop a positioning statement which should include, at a
minimum, i.e., a benefit, user, competitive, or innovative statement about your
product / service. Provide a rationale for your timeframe for execution of your
positioning statement.
Examine the relevant marketing science of customer behavior
for your product / service.
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
product/service. Note: Wikipedia and other Websites do not quality as academic
resources.
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