Assignment 1: Part A: Marketing Plan
Create 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 at http://www.google.com/analytics/why/.
Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.
Write a six (6) page paper in which you:
1. Write an introduction to your company. Describe 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 socio-cultural
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.
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 shortand
longterm
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 product / 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 oneinch
margins on all sides; citations and references
must follow APA format.
• 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.
Assignment 2: Part B: Marketing Plan
In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission, introduction, and
branding.
Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.
Write a five (5) page paper in which you:
1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension