For the Signature Assignment, you are to build on the work you did in Assignment 6.
Using the same brand that was selected, you are to develop a comprehensive marketing plan. This should include the following:
Your marketing plan needs to include:
Executive Summary
Situation Analysis
Market Analysis and Strategy (STP)
Tactical Plan (4Ps)
References
Appendices
While each section is discussed in detail in the reading, here is some basic information on each section:
Executive Summary: The executive summary is written last! It is a brief summary of the other sections. You want to include the relevant information, keeping in mind that this may be the only section read by a busy executive. This is often one of the most difficult parts of a plan to write, so expect to revise, revise, revise.
Situation Analysis: This section was started in Assignment 6. You want to incorporate the information presented there that is revised based on instructor feedback, and additional information you deem necessary. This includes your research on the customer, the competition, the environment, and your SWOT analysis.
Market Analysis and Strategy (STP): This includes the specification of the target market where you describe the consumer you are intending to target. This begins by identifying your segmentation strategy and the segmentation variable you are u
sing such as demographics, behavioral, psychological, etc. You then need to choose a target market that is viable as discussed in Week 3, followed by your positioning strategy, including a perceptual map, and writing a positioning statement.
Tactical Plans: Here is where you develop your plans that include all of your marketing mix variables. As you know, this includes the totality of issues surrounding each of the 4 PĀs. There is an excellent exhibit on page 301 of the text, which lists questions that must be answered involving each of the mix variables.
References: After the plans, be sure to list any references you used in the paper according to APA formatting.
Appendices: Appendices can be used to present research information that is too lengthy to include in the paper. For instance, while you might extract important information on environmental trends to insert in the paper in the form of a table/figure, additional information can be placed in an appendix. It is appropriate to have more than one if necessary. Each is typically labeled by letters such as Appendix A, Appendix B, etc. and is referred to in the body of the paper.
Be sure to see the editing and proofreading tips discussed in the previous assignments!
Length: 10-15 pages, not including title and reference pages
References: Include a minimum of 5 scholarly resources.