Throughout this class you have examined the product or service
of a company and addressed market segmentation, pricing strategies,
the micro and macro-environments, and the important role customers
play in the success or failure of a given product.
Thinking about the company and product or service you have
explored during this class, imagine that you are now a competitor
of that company. You are responsible for promoting a product that
is in direct competition with the product or service you have been
exploring.
Develop a marketing plan for your new company's product or
service.
The plan should be indicative of how your company's market
share will increase and include the following:
Create a mission statement that best defines your company's
goals and objectives and recognizes the company's responsibilities
to its customers, its employees, and the environment.
Describe the company's target market for the product or
service and how it differs from the company you have been
exploring. Include any secondary markets that you see as a
potential target market.
Describe at least three micro-environment factors and at
least three macro environment factors that may have an impact on
the company's marketing of this product.
What pricing strategy will you use for your product or
service? How will you implement that strategy?
Describe three promotional efforts you could use to promote
this product or service to your intended consumer.
Describe at least one additional product or service the
company might add to the product mix that would compliment the
current product or service.
A summation of why you believe your plan will succeed and put
your product in the lead. Be sure to cite examples from the company
and product or service you explored throughout the modules and
compare them to your plan for your new company and product or
service.
Assignment 1 Grading Criteria
Maximum Points
Created a mission statement that defines your company's goals
and objectives and recognizes the company's responsibilities to its
customers, its employees, and the environment.
36
Described the company's target market for the product or
service, how it differs from the company previously examined, and
included any secondary markets that may be a potential target
market.
32
Described at least three micro-environment factors and at
least three macro environment factors which may have an impact on
the company's marketing of this product.
36
Described pricing strategy for your product or service and
how strategy will be implemented.
32
Described three promotional efforts which could be used to
promote product or service to intended consumer.
36
Described at least one additional product or service the
company might add to the product mix that would compliment the
current product or service.
32
Included a summation of why the plan will succeed and put
this product in the lead.
36
Written Components: Organization (16), Usage and Mechanics
(16), APA Elements (24), and Style (4)
60
Total:
300
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