The Marketing Plan final project paper
- Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.)resource.
- Must include a separate title page and slide with the following:
- Title of the project in bold font
- Space should be between the title and the rest of the information on the title page.
- Student’s name
- Name of institution (Ashford University)
- Course name and number
- Instructor’s name
- Due date
- Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
- Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
- Must use at least four scholarly or credible sources in addition to the course text.
- Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.) guide.
Part 1: Situational Analysis
Section 1: Company Background
Describe the selected company or brand. My brand is (UBER)
Tell a brief history of the company.
Summarize the core products and services the company has to offer.
Identify direct current competitors and explain why they are direct competitors
Section 2: SWOT Analysis
Complete a SWOT Analysis
Propose the product or service line you want to develop a marketing plan for.
Justify a proposal with a SWOT based argument for why it warrants marketing investments.
Section 3: MACRO and MICRO-Environment
Analyze at least 2 elements from each quadrant table 8.1 as the MACRO and MICRO environment that affect the company’s overall marketing strategy.
Part 2:
Section 1
Segmentation, Target audience, and positioning
Describe your segmentation approach
Be sure to discuss the elements of the segmentation approach.
Provide a rationale for this approach
Describe the target audience or markets
Create a positioning approach
Section 2:
The Marketing Mix
Explain your competitive advantage strategies to compete against five industry forces.
Formulate the 4P’s for your proposed product/services:
Describe your core product, extended product, and the product concept.
Explain how you plan to achieve competitive differentiation by creating customer values in four areas: Branding, Packaging, Support, and Quality—also Price, Place, Promotion with a special focus on digital media and IMC.
Section 3:
Success Metrics, Global and Ethical Considerations, and Conclusion
Identify three business or sociocultural considerations in translating your marketing plan for use in a foreign market.
Discuss at least one policy/philosophy or idea regarding the companies:
Corporate Social
Responsibility (CSR)
Green Marketing Practices
Ethics and Ethical Marketing
Conclude with a summary of your plan and why it deserves to be funded.