Assignment 1: Part A: Your Marketing Plan

At the end of this course, you will have created a marketing plan for
a hypothetical product-based company. Each assignment focuses on a
different section of the overall marketing plan. For Assignment 1, you
will compile information on the company’s background information, an
environmental analysis, your company’s short and long-term goals, and a
SWOT analysis.

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Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.

Write a six (6) page paper in which you:

1. Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides.
2. Develop an environmental analysis that includes competitive,
   economic, political, legal, technological, and sociocultural forces.
3. Determine the primary and secondary target markets for your company.
   Next, analyze the primary and secondary target markets that you
   identified for your company. Be sure to cover the 4Ps, 5Cs and STP.
4. Decide the main goals that you would like to achieve within the next
   year (short term) and the main goals that you would like to achieve
   within the next five (5) years (long term). Determine
   the most appropriate ways to measure both short- and long-term goals.
   Note: Consider the following metrics: tracking downloads of Website
   content, Website visitors, increases in market share, customer value,
   new product adoption rates, retention, rate of growth compared to
   competition and the market, margin, and customer engagement.
5. Develop both a SWOT analysis and needs analysis for your product. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.
6. Use at least five (5) academic resources as
   quantitative marketing research to determine the feasibility of your
   product / service. These resources should be industry specific and
   relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

• Be typed, double spaced, using Times New Roman font (size 12), with
  one-inch margins on all sides; citations and references must follow APA
  or school-specific format. Check with your professor for any additional
  instructions.
• Include a cover page containing the title of the assignment, the
  student’s name, the professor’s name, the course title, and the date.
  The cover page and the reference page are not included in the required
  assignment page length.

The specific course learning outcomes associated with this assignment are:

• Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
• Develop strategies to assess performance and achieve marketing goals.
• Examine the marketing science of customer behavior and products in
  the marketing exchange process, and create dynamic strategies for
  competing.
• Evaluate target customer segments and positioning products within these segments.
• Use technology and information resources to research issues in marketing management.
• Write clearly and concisely about marketing management using proper writing mechanics.

Grading for this assignment will be based on answer quality, logic /
organization of the paper, and language and writing skills, using the
following rubric found here.