The Marketing Plan final project paper

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.
  • For assistance on writing Introductions & Conclusions (Links to an external site.) and Writing a Thesis Statement (Links to an external site.), refer to the Writing Center resources.
• Must use at least four scholarly or credible sources in addition to the course text.
  • The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
  • To assist you in completing the research required for this assignment, view this Ashford University Library Quick ‘n’ Dirty (Links to an external site.) tutorial, which introduces the Ashford University Library and the research process, and provides some library search tips.
• 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.