Unit Assignments
Unit I Research Project
Marketing Plan
In application of the concepts learned in this course, you
will research an EXISTING publicly traded company compiling a comprehensive
marketing plan for this company throughout the course. Note that this is NOT a
hypothetical entrepreneurial venture but instead an existing publicly traded
company, of your choice. Utilizing the CSU Online Library, you will research
the various elements of the marketing plan as it relates to this company. In
Unit I you will provide a Company Overview and a PEST Analysis.
Company Overview
This section will provide the reader with a general
understanding of the company and product/service offered by the company
creating the value proposition for the customer. You might include general
information about the company and industry and product/service. Additional
general information might include the size of company, location, NAISC code,
mission/vision/objectives, or any other general information about the company.
PEST Analysis
The purpose of this section of the marketing plan is to
describe how changes in the business environment will affect the company. This
will be achieved by the use of the PEST Analysis, which attempts to review how
changes in the political/legal environment will affect your company, how
changes in the economic environment will affect the company, how changes in the
socio-cultural environment will affect your company, and finally, how changes
(advancements) in technology will affect your company.
Your submission should be a minimum of two pages in length,
double-spaced with a reference page and title page. References should include
at least one additional, credible reference beyond the textbook. All sources
used must be referenced; paraphrased and quoted material must have accompanying
citations and cited per APA guidelines. Include the use of subheadings (this
week consider using Company Overview and PEST Analysis).
To determine the company you would like to research you may
want to do a general search for “existing publicly traded company” or “publicly
traded company list”. If you have questions about what a publicly traded
company is or if the company you have chosen will work for this assignment
please reach out to your professor. If you need assistance with utilizing the
CSU Online Library, please reach out to the CSU Online Library and a Librarian
will assist you.
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
Unit II Research Project
Marketing Plan
This week you will continue your comprehensive marketing
plan researching the SAME company that you researched in Unit I. Again,
utilizing the CSU Online Library, you will research the various elements of the
marketing plan as it relates to this company. In Unit II you will present the
Target Market and a SWOT Analysis.
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Target Market
Begin by discussing segmentation of the market based upon
demographic, behavioral, geographic, and psychographic criteria. Apply these
criteria to your company, explaining their importance to the company. This
analysis will enable you to identify the target market(s) thoroughly. Within
your explanation, discuss why the identification of a target market is of the
utmost importance to a company.
SWOT Analysis
Perform a SWOT analysis for your company remembering that
the strengths and weaknesses are internal and the opportunities and threats are
external. Set this up using a table and/or bullet points with clear explanation
following the chart.
Your submission should be a minimum of two pages in length,
double-spaced with a reference page and title page. References should include
at least one additional, credible reference beyond the textbook. All sources
used must be referenced; paraphrased and quoted material must have accompanying
citations and cited per APA guidelines. Include the use of subheadings (This
week consider using Target Market and SWOT Analysis).
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
Unit III Research Project
Marketing Plan
This week you will continue your comprehensive marketing
plan, researching the SAME company that you researched in previous units.
Again, utilizing the CSU Online Library, you will research the various elements
of the marketing plan as it relates to this company. In Unit III you will
conduct an Industry Analysis and a Competitive Analysis.
Industry Analysis
Perform an industry analysis detailing how the overall
industry is performing. Research trends in the industry as well as projections
for the future. Remember to cite your research.
Competitive Analysis
Perform a competitive analysis reviewing multiple
competitors that offer similar products/services. How is your company different
from its competitors? Think about the products/services offered or their
pricing strategy or even their distribution strategy. What is the overall brand
perception in the mind of the consumer? How does each rank based upon a
pertinent parameter?
Your submission should be a minimum of two pages in length,
double-spaced with a reference page and title page. References should include
at least one additional, credible reference beyond the textbook. All sources
used must be referenced; paraphrased and quoted material must have accompanying
citations and cited per APA guidelines. Include the use of subheadings (this
week consider using Industry Analysis and Competitive Analysis).
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
Unit IV Research Project
Marketing Plan
This week you will continue your comprehensive marketing
plan researching the SAME company that you researched in previous units. Again,
utilizing the CSU Online Library, you will research the various elements of the
marketing plan as it relates to this company. In Unit IV you will provide a
comprehensive discussion of the products and/or services provided by your
organization.
Product
This section will provide a comprehensive look at the
products, product lines, and services that are offered by your company. This
will include discussions about the quality of the product/service and other
additions such as warranties, installation, service plans, or unique packaging
features that are included with the product (if pertinent). Include a
discussion of whether your company’s products/services would be considered
business-to-consumer (B2C) or business-to-business (B2B).Branding is also considered
a part of the product offering, thus a discussion of the branding efforts
associated with your company and the importance of said branding in the overall
product offering should be included. Within this discussion, review the
positioning strategy of your company.
Competitive Advantage
A competitive advantage is an important goal of every
company, address whether your company has a competitive advantage WITH RESPECT
TO PRODUCT. The idea is to discuss whether your company has a competitive
advantage
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with respect to their product offering and the attributes
associated with product as discussed above. Competitive advantage with respect
to promotion, place, and pricing will be discussed in later sections of the
marketing plan. Once you have stated your position, remember to include your
rationale.
Your submission should be a minimum of two pages in length,
double-spaced with a reference page and title page. References should include
at least one additional, credible reference beyond the textbook. All sources
used must be referenced; paraphrased and quoted material must have accompanying
citations and cited per APA guidelines. Include the use of subheadings (this
week consider using Product and Competitive Advantage in Product).
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
Unit V Research Project
Marketing Plan
This week you will continue your comprehensive marketing
plan researching the SAME company that you researched in previous units. Again,
utilizing the CSU Online Library, you will research the various elements of the
marketing plan as it relates to this company. In Unit V you will provide a
comprehensive discussion of place or distribution strategies of your company.
Place
This section will provide a comprehensive look at the
distribution strategy of your organization. Begin with an identification of the
distribution channels that should include the entire path that the products
travel from the “manufacturer” to the final consumer. This might involve
manufacturing plants, wholesalers, distributors, retailers and various other
intermediaries. Why and how does your company use these intermediaries? Many
companies use multiple channels, particularly with the advent of the internet
(which is considered a direct channel). Another element to include is a
description of a physical facility. This might include a manufacturing plant,
bottling plant, retail location, or even a unique merchandising effort.
Competitive Advantage
Because competitive advantage is an important goal of every
company, address whether your company has a competitive advantage WITH RESPECT
TO PLACE. The idea is to discuss whether your company has a competitive
advantage with respect to how they distribute their products. This should
discuss their distribution channel and maybe a unique retail location (if
pertinent). Again, this section should only discuss whether your company has a
competitive advantage with respect to place (product, price and promotion are
discussed in other sections). Once you have stated your position, remember to
include your rationale.
Your submission should be a minimum of two pages in length,
double-spaced with a reference page and title page. References should include
at least one additional, credible reference beyond the textbook. All sources
used must be referenced; paraphrased and quoted material must have accompanying
citations and cited per APA guidelines. Include the use of subheadings (this
week consider using Place and Competitive Advantage in Place).
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
Unit VI Research Project
Marketing Plan
This week you will continue your comprehensive marketing
plan researching the SAME company that you researched in previous units. Again,
utilizing the CSU Online Library, you will research the various elements of the
marketing plan as it relates to this company. In Unit VI you will provide a
comprehensive discussion of the promotion strategies of your company.
Promotion
This section will provide a comprehensive look at the
promotional strategies of your organization. Begin with a look at the
promotional objectives or themes used by your company. From there, review the
promotional mix, this should include a preliminary discussion of the importance
of IMC to your company. Promotion methods such as personal selling mass selling
(advertising and publicity) and sales promotion should all be addressed in
detail.
Competitive Advantage
Competitive advantage is an important goal of every company,
so address whether your company has a competitive advantage WITH RESPECT TO
PROMOTION. The idea is to discuss whether your company has a competitive
advantage with respect to how they promote their products. Again, this section
should only discuss whether your company has a competitive advantage with
respect to promotion (product, price and place are discussed in other
sections). Once you have stated your position, remember to include your
rationale.
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Your submission should be a minimum of two pages in length,
double-spaced with a reference page and title page. References should include
at least one additional, credible reference beyond the textbook. All sources
used must be referenced; paraphrased and quoted material must have accompanying
citations and cited per APA guidelines. Include the use of subheadings (this
week consider Promotion and Competitive Advantage in Promotion).
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
Unit VII Research Project
Marketing Plan
This week you will continue your comprehensive marketing
plan researching the SAME company that you researched in previous units. Again,
utilizing the CSU Online Library, you will research the various elements of the
marketing plan as it relates to this company. In Unit VII you will provide a
comprehensive discussion of the pricing strategies of your company.
Pricing
This section will provide a comprehensive look at the
pricing strategies of your organization. Begin with a look at the overall
pricing objectives used by your company. This might include profit orientation,
sales orientation, or status quo orientation. From there, review the pricing
policies and include a look at the flexibility of the pricing structure, prices
over the product life cycle, and discounts or allowances. Review Chapter 16 in
the textbook for a complete understanding of how companies utilize pricing
strategies.
Competitive Advantage
Does your company has a competitive advantage WITH RESPECT
TO PRICING? The idea is to discuss whether your company has a competitive
advantage with respect to how they price their products? Again, this section
should only discuss whether your company has a competitive advantage with
respect to price (product, promotion and place are discussed in other
sections). Once you have stated your position, remember to include your
rationale.
Your submission should be a minimum of two pages in length,
double-spaced with a reference page and title page. References should include
at least one additional, credible reference beyond the textbook. All sources
used must be referenced; paraphrased and quoted material must have accompanying
citations and cited per APA guidelines. Include the use of subheadings (this
week consider Pricing and Competitive Advantage in Pricing).
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
Unit VIII Final Project
PowerPoint: Marketing Plan
For the Final Project, you will put together a PowerPoint
presentation that you could present to officers within the company. This
presentation should summarize the Marketing Plan that you have compiled
throughout this course. Remember to include pertinent facts as well as a
discussion of the competitive advantage within each of the four elements of the
marketing mix (product, place, promotion, and price). Additionally, include
your recommendations for future development of their marketing strategies. Elements
to include:
§ Company Overview,
§ PEST Analysis,
§ Target Market(s),
§ SWOT Analysis,
§ Industry &
Competitive Analysis,
§ Product,
§ Place,
§ Promotion,
§ Price, and
§ Recommendations.
Your PowerPoint presentation length should be 10-12 slides
in length, including a title slide and a reference slide. Use of speaker notes
is also required.
Information about accessing the Blackboard Grading Rubric
for this assignment is provided below.
