final paper

see attached 

Instructions Part 1 –

General Information and SituationalAnalysisSection 1 –Company Background

•Describe your selected company or brand.•Tell a brief history of the company.

•Summarize the core products and services the company offers.

•Identify direct current competitors.oExplain why they 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 your proposal with a SWOT-based argument for why it warrants marketing investment.

Section 3 –

Macro-and Microenvironment•Analyze at least twoelements from each quadrant ofTable 8.1in the course text as the micro-and macroenvironment factors that affect the company’s overall marketing strategy.

Part 2 –The Marketing PlanSection 1 –Segmentation, Targeting, and Positioning (STP)

•Describe your segmentation approach for your proposed product/service.

oBe sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.

oProvide rationale for this approach.

•Describe the target audiences or markets.

•Create a positioning statement.

Section 2 –The Marketing Mix

•Explain your competitive advantages strategies to compete against five industry forces.

•Formulate the 4Ps for your proposed product/service:

oProduct▪Describe your core product, extended product, and the product concept.

▪Explain how you plan to achieve competitive differentiation through creating customer value in four areas:

a.Branding

b.Packaging

c.Supportd.Quality

oPrice

oPlace

oPromotion with a special focus on digital media and integrated marketing communications (IMC)

Section 3 –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 company’socorporate social responsibility (CSR),

ogreen marketing practices, and

oethics and ethical marketing.

•Conclude with a summary of your plan and why it deserves to be funded.

oUnderstanding the background of the company will help you complete the SWOT analysis.

oPropose a new idea to market the product or service line. Avoid writing about or proposing the current marketing strategy.

oThis is your idea, so use the SWOT analysis to defend it.

•Use the information you researched and analyzed in the Week 4 video presentation to complete Part 1, Section 3.

oAnalyze some micro-and macroenvironment factors that affectthe company’s overall marketing strategy.

oYou need to provide enough details to the information you included in your slides to fit well with the rest of the paper.

oMake sure you incorporated your instructor’s feedbackand have improved your previously submitted work for this part.

Use the information you researched and analyzed in the Week 4 discussion forum,Finding and Targeting Your People,to complete Part2, Section 1.

oYou need to beef up the information you discussed in that discussion forum to alignit with your overall marketing plan.

oReview and refer to Section 7.3 of the course text, Principles of Marketing.•Spend considerable time completing Part 2, the Marketing Plan; this is the essence of your plan.

oSomeone should be able to understand your plan, just by reading this section only.

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 project in bold font

·

· Space should be between 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.)

 as well as 

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 

University of Arizona Global Campus 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.