Question
Assignment 2: Part B: Your Marketing Plan
Using the same hypothetical company from Assignment 1, for
this assignment, you will focus on the company’s branding strategy,
primary and secondary target markets, positioning statement, and
consumer behavior.
Note: You should create and/or make all necessary assumptions
needed for the completion of this assignment.
Instructions
Create the second part of your marketing plan:
Describe or list the feedback you received on Part A of your
marketing plan. Explain how you will use the feedback to improve
your plan.
Develop a branding strategy for your product / service that
covers the brand name, logo, slogan, and at least one brand
extension.
Thoroughly analyze the primary and secondary markets that you
want to target. Thoroughly include the demographic profile (e.g.,
age, gender, ethnicity, etc.), psychographic profile, professional
profile, geographic profile, and any other segmentation variable
you deem necessary.
Prepare a positioning statement. Include a perceptual map
that shows your company’s position against its competitors. From
this map, create a statement that depicts your position.
Examine the relevant consumer behavior for your target
market. Explain the main reasons why the brand name, logo, slogan,
brand extension, as well as the positioning statement are right for
the identified target market.
Use at least three 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 similar 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 one-inch margins on all sides; citations and references must
follow APA or school-specific format. Check with your professor for
any additional instructions.
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:
1. Analyze marketing environments and strategies
used to strengthen product or service positioning.
c. Examine the marketing science of customer
behavior and products in the marketing exchange process.
2. Evaluate marketing strategies used to
create/communicate customer value.
a. Analyze the marketing framework through a
situation analysis.
b. Evaluate target customer segments and
positioning products within these segments.
c. Evaluate the basis for market segmentation and
approaches to segmentation.
3. Create an effective marketing plan.
a. Develop recommendations based on market
analysis and strategy.
b. Develop strategies to assess performance and
achieve marketing goals.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for existing and
new products or services.
Grading for this assignment will be based on answer quality,
logic / organization of the paper, and language and writing skills,
using the following rubric found here.
Other samples, services and questions:
When you use PaperHelp, you save one valuable — TIME
You can spend it for more important things than paper writing.
