Question
Unit II Essay
Marketing Plan: Part I
Throughout this course, you will compile a comprehensive
marketing plan using one of the product/service scenarios
listed below. (Note: You will use the same scenario throughout the
course.) This scenario will be the basis of your start-up company
and will be the catalyst for the three parts of the marketing plan
that you will compose in Units II (Part I), IV (Part II), and VII
(Part III). The company that you choose to submit a marketing plan
for is a fictional start-up company (not an existing company).
Scenarios for your start-up company are explained below.
(Note that these descriptions are basic, and you will need to be
creative and develop the business idea/model for your selected
scenario.)
Scenario #1
Travel Supreme is a start-up travel organization with the
mission of assisting customers with travel planning. While today’s
customers enjoy developing their vacations themselves, Travel
Supreme believes there are travel services that are still in
demand. Initial research needs to develop what types of travel
services are in demand by this target market.
Scenario #2
IT to Seniors is a start-up company interested in ensuring a
positive experience for seniors (65 and older) with respect to the
use of technological gadgets, software, the Internet, and/or any
additional aspects of technology. Initial research will provide an
idea of the business model that would be in most demand for this
target market.
Scenario #3
Galaxy Restaurant is a start-up restaurant developed with the
idea of providing the customer with a unique dining experience.
This could extend from the product offering, service offering,
atmosphere, or a host of other unique experiences. Initial research
will provide an idea of what this unique dining experience would
look like.
Scenario #4
Women on the Go is a startup company targeted at women who
need assistance with the selection and purchasing of their
clothing/accessories. This service is aimed at the more affluent
customer who simply does not have the time and/or knowledge to
dress to the business or social setting that they are expected to
fulfill. Initial research will provide insight into the types of
services that this particular target market would be interested in.
Remember to choose one of the aforementioned scenarios to use
for the entire course. Submissions will be completed in Units II,
IV, VI, and VII and, together, will comprise a full marketing plan.
While this is a cumulative marketing plan, submit only the
designated unit’s work.
This unit’s submission should consist of the items listed
below.
· Include an
introduction/overview of the company.
· This section
of the marketing plan should introduce the company and business
model along with a brief description of the products/services.
· Discuss
market research strategies.
· This section
of the marketing plan should discuss the research strategies that
will be used by your company to understand the target market(s),
industry, competition, and/or any other aspects of the company that
will provide valuable insight into profitable operations.
· Describe the
macro environment through a political, economic, social, and
technological (PEST) analysis.
· In this
section, you will compile a PEST analysis of your company. You will
analyze how the changes in the macro environment as described in
the PEST will impact the company and, specifically, the marketing
decisions.
you need to include a minimum of five sources, three of which
must be peer-reviewed, academic sources that are no more than 5
years old. minimum of three pages in length
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