Marketing Plan

Read

• Chapter 9 of the course text, Principles of Marketing
• Chapter 10  of the course text, Principles of Marketing
• It is recommended you review the course text and other resources read or watched throughout this course.

Throughout this course, you have explored all of the elements of a marketing plan. Now it is time to put your marketing plan together for the company you selected for your marketing manager internship.

Instructions

Part 1 – General Information and Situational Analysis

Section 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.
  • Explain why they direct competitors.

Section 2 – SWOT Analysis (Links to an external site.)

• 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 two elements from each quadrant of Table 8.1 in the course text as the micro-and macro environment factors that affect the company’s overall marketing strategy.

Part 2 – The Marketing Plan

Section 1 – Segmentation, Targeting, and Positioning (STP)

• Describe your segmentation approach for your proposed product/service.
  • Be sure to discuss these elements of the segmentation approach: demographic, geographic, behavioral, and psychographic segmentation approaches.
  • Provide a rationale for this approach.
• Describe the target audiences or markets.
• Create a  positioning statement.

Section 2 – The Marketing Mix

• Formulate the 4Ps for your proposed product/service:
  • Product
    • Describe your core product, extended product, and product concept.
    • Explain how you plan to achieve competitive differentiation through creating customer value in four areas: Branding, Packaging, Support & Quality
    • Price
    • Place
    • Promotion 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’s
  • corporate social responsibility (CSR),
  • green  marketing practices, and
  • ethics and ethical marketing.
• Conclude with a summary of your plan and why it deserves to be funded.

Helpful Tips

• Use your  Week 2 assignment and make sure you incorporated your instructor’s feedback and have improved your previously submitted work for Part 1 and  Part 2, Section 2 (Product).
  • Understanding the background of the company will help you complete the SWOT analysis.
  • Propose a new idea to market the product or service line. Avoid writing about or proposing the current marketing strategy.
  • This 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.
  • Analyze some micro-and macro environment factors that affect the company’s overall marketing strategy.
  • You need to provide enough details to the information you included in your  slides to fit well with the rest of the paper.
  • Make sure you incorporated your instructor’s feedback and 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 Part 2, Section 1.
  • You  need to beef up the information you discussed in that discussion forum to align it with your overall marketing plan.
  • Review 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.
  • Someone  should be able to understand your plan, just by reading this section only.
• At the end of your marketing plan, add an APA-formatted appendix.
  • For information on how to create a APA-formatted appendix, please review the  University of Arizona Global Campus Writing Center’s resource Tables, Images, and Appendices (Links to an       external site.).
• Save your      marketing plan as a Word document.

Race And Ethnicity

1.  Find two news stories that highlight two separate issues African American experience today. In your discussion, please make sure you are detailed by clearly identifying each issue.
2. How does your story highlight an issue that African Americans experience?
3. Explain why you think this is an issue that African Americans experience.

ethical dilemmas

Create the self assessment files given and then write 2 pages.. Instructions is given

Create an ethics journal and post this week’s journal entries in this assignment. In it, describe the ethical dilemmas you encounter as a leader and as a follower, how you resolve them, how you feel about the outcomes, and what you learn that will transfer to future ethical decisions. You may also want to include your observations about the moral choices made by public figures.

Hot-Shot Pix case study

PART I: Read the following case study carefully and analyze it by answering each of the five Questions for Discussion. (20 points)

Hot-Shot Pix is a global digital camera manufacturer headquartered in the U.S. The company designs, manufacturers and sells various digital camera models at different price points through various channels. Design is carried out at the company’s R&D labs located in England and the U.S. The company manufactures cameras at four different locations: one factory is located in Singapore and supplies the Asia-Pacific region; another factory is located in Texas and serves the North American and Latin American markets; the third factory is located in France and serves the EU markets. This factory was established during Hot Shot’s first expansion outside the U.S. in the 1960s to manufacture film-based cameras and sell them across Europe. Currently, the factory in France is somewhat outdated, and the company is involved in a labor dispute with the unions. The last factory is located in Hungary and serves Africa and the Middle East. Currently, 30% of the company’s total revenues are generated domestically and the rest comes from foreign markets.

Hot Shot’s cameras have traditionally been well-regarded in the marketplace and the company is considered a leader in technological innovation. However, in the last ten years the company has been facing increased competition. Newer, more nimble competitors have established large factories in Asia. Theses companies serve the entire global market from one or two factories at a cheaper. Digital camera manufacturing is subject to significant economies of scale. In addition, the demand for digital cameras is seasonal, with a significant portion of the demand generated during the holiday season. This variability of demand has forced Hot Shot to outsource some of its manufacturing to various subcontractors in Asia who have varied considerably in their ability to adhere to quality specifications. In general, warranty costs have been slightly increasing.

The digital camera market is expected to grow at a healthy 8% rate for the next decade. Bob Wilson, the COO, is thinking of several significant operational changes. At the top of his list is closing the factory in France (which is technologically outdated) and establishing a new factory, possibly in China, that would serve the EU, North America and Latin America markets. The factory in the US would then focus on premium, higher-priced, cameras and represent around 20% of the global market for digital cameras. Another alternative is to purchase a Chinese camera maker and upgrade its facilities. The Chinese Foreign Investment Authority indicated that it would look favorably on this investment, as long as Hot Shot also established a design lab in China to develop the next generation cameras. This would be structured as a joint venture with a Chinese company. Meanwhile, European manufacturers were having a hard time competing with foreign camera makers and were arguing that foreign manufacturers were dumping excess production into their markets. One camera maker recently appealed to the EU for protection from ‘unfair foreign competition’. At the time, China had a sizeable trade surplus vis-à-vis European countries.

As a soon-to-be graduate of one of the most internationally diverse business schools in the U.S., you have been retained by Bob Wilson to prepare a report that identifies and briefly discusses the major international issues. Note that, at this time, Mr. Wilson is not looking for any specific recommendations.

Questions for Discussion:

1. What, if any, political issues should Wilson consider?
2. What, if any, economic issues should Wilson consider?
3. What, if any, social/cultural issues      should Wilson      consider?
4. What, if any, technological issues      should Wilson      consider?
5. What, if any, other issues should Wilson consider?