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the stand-alone project requires you to assume the role of t

by | Jul 27, 2022 | Recent Orders

the stand-alone project requires you to assume the role of the director of marketing foran organization. you have been tasked with developing a marketing plan for the promotion ofyour organization’s newest product or service. your deliverable is to create a marketing plan thatincludes the following parts. your stand-alone project responses should be both grammaticallyand mechanically correct, and formatted in the same fashion as the project itself. if there is apart a, your response should identify a part a, etc. in addition, you must appropriately cite allresources used in your response and document in a bibliography using apa style. (a 22-page, double-spaced response is required for the combination of parts a through e.)part a executive summary: after completing your marketing plan, write a brief summarythat concisely captures the essence of the plan, including your rationale. place it onits own page as the first element of your stand-alone project. your executivesummary can be a couple of paragraphs to a page in length. part b product description: determine the product or service that you will promote. theproduct may be for either the consumer or the business-to-business markets. providea general background and description of your proposed product or service and itsassociated industry. include in your discussion, the product’s key characteristics,features and options, and benefits. this part of your project will be approximately one(1) page long. part c situation analysis: conduct a situation analysis, including a swot analysis. yoursituation analysis should include the following components. (138 points)1. market summary: conduct a market analysis and provide market segmentationby determining the target consumer groups and how the target market is divided.discuss market needs, trends, and growth. define your target market in terms ofuser behavior, demographics, and lifestyle. it will take you approximately six (6)pages to report your market summary. 2. swot analysis: based on your research findings, conduct your swot analysis.include three (3) internal strengths and three (3) internal weaknesses, as well asthree (3) external opportunities and three (3) external threats. your externalanalysis must include identification and discussion of your competitors, includingany brands, forms, and generics. research how competitors’ offerings comparewith one another in terms of strengths, weaknesses, and other characteristics,determining how they would impact the sale and distribution of your product. theswot analysis should also address market potential, consumer behaviors, andenvironmental impact. your swot analysis will comprise approximately five (5)pages of your project. part d marketing strategy: this is your game plan for introducing your product, based onyour research and analysis thus far. in this part, you will complete the followingcomponents. you will need approximately six (6) pages for this discussion.1. objectives: you must define your marketing and financial objectives: that is,what you hope to achieve with your marketing program. objectives must bespecific, measurable, and quantifiable. list at least five (5) objectives.2. target markets: here you will identify and describe those market segments towhich you will direct your marketing program. the more you know about yourtarget markets, the greater your chances of success. use any of the tools discussedin the course to define and describe them with as much demographic andpsychographic detail as possible. you should target at least two (2) marketsegments.3. positioning: here you will establish your product’s competitive position relativeto your competition in the market. your product position should be based on anddiscussed relative to your five (5) objectives.4. marketing mix: discuss how you will price, promote, and distribute your productor service. include two (2) promotion options and two (2) possible distributionchannels.part e controls: describe your controls. include your start-up costs, monthly budget, andexpected return on investment (roi). you will need approximately two (2) pages fornote: it may be helpful to revisit kotler and keller (2006), chapter 2, pages 51-67, andchapter 4, pages 101-136, as a reference for the essentials of what you’ll need to include in yourmarketing plan. other useful marketing books and publications may also be cited. for anindustry with which you are familiar, your own observations can be valuable. specificsupporting information is available from many secondary research sources, including thefollowing.1. company web sites and literature2. industry trade show observations and contacts3. online databases, including proquest, dialog, lexis-nexis, ebsco, firstsource, prompt, trade & industry, and investext4. tv networks5. hoover’s6. investment houses and brokers7. dow jones/factiva


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