Assignment 2 Part B: Your Marketing Plan Due Week 6

Assignment 2 Part B Your Marketing Plandue Week 6 And Worth 240 Poin

In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission, introduction, and branding. You may create and/or make all necessary assumptions needed for the completion of this assignment. Write a five-page paper covering the following key components:

Paper For Above instruction

1. Develop a branding strategy:

Describe your product's brand name, logo, slogan, and include at least one brand extension. Justify your choices in terms of brand identity and market appeal.

2. Assemble a marketing strategy:

Outline your marketing approach, including target markets, marketing mix (product, price, place, promotion), and positioning. Establish an appropriate timetable for implementing your plan and provide rationale for your strategy decisions.

3. Prepare a positioning statement and perceptual map:

Create a clear positioning statement that communicates your product’s competitive advantage. Develop a perceptual map placing your company against competitors along relevant attributes such as price and quality or innovation and value. From this, craft a statement like "Our product is the fastest in its class for half the price."

4. Examine consumer behavior and justify branding decisions:

Analyze the main consumer behaviors that influence your target market. Explain why your brand name, logo, slogan, brand extension, positioning statement, and marketing strategy align with the needs and preferences of your target consumers.

5. Develop your company's mission statement and introduction:

Craft a compelling mission statement that reflects your company's core purpose and values. Provide a brief company introduction, detailing its history, core activities, and market focus.

6. Conduct research for feasibility:

Utilize at least three academic resources—industry-specific quantitative marketing research studies—to assess the feasibility of your product or service. Avoid non-academic sources such as Wikipedia or general websites.

Formatting Requirements

  • Typed, double-spaced, Times New Roman font size 12.
  • One-inch margins on all sides.
  • Include a cover page with the title, your name, professor's name, course, and date. The cover page and references are not part of the page count.
  • Follow APA or school-specific citation and formatting guidelines.

Assignment Objectives

This assignment aims to evaluate your ability to analyze marketing frameworks, including the 5Cs, STP, and 4Ps; create dynamic marketing strategies; understand market segmentation and targeting; develop effective branding strategies; and conduct research using credible industry-specific academic resources.

References

  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). Pearson.
  • Kinicki, A., & Williams, B. (2018). Management: A Practical Introduction (8th ed.). McGraw-Hill Education.
  • Lamb, C. W., Hair, J. F., & McDaniel, C. (2018). MKTG (12th ed.). Cengage Learning.
  • Tiwana, A. (2013). The Architecture of Enterprise Systems: Managing Data, Services, and Processes. Morgan Kaufmann.
  • Homburg, C., & Buczkowski, F. (2017). Management of Sales & Customer Relationships. Springer.
  • Rosenbaum, M. S., & Massiah, C. (2011). When Customers Receive Customised Service: A motivation-based perspective. Journal of Service Research, 14(3), 268–280.
  • Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing (7th ed.). McGraw-Hill Education.
  • Valos, K. M., & Gligor, D. (2018). Managing Service Delivery: Strategies for Successfully Managing Customer Expectations. Journal of Business Research, 92, 50-58.
  • Schindler, R. M., & Dibb, S. (2017). Selling Strategies. Routledge.

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