strayer jWI518 Assignment 3: Marketing Plan

.gif”>JWI 518: Marketing In
a Global Environment
.jpg”>
Assignment 3

Assignment
3: Marketing Plan

Due Week
10, Day 7 (Weight: 31%)

Incorporate
the concepts you have learned throughout the course to create a formal
marketing plan. The marketing plan will consist of a 20- 35 slide PowerPoint
deck on a selected product or service. The Marketing Plan should be targeted to
an executive audience or a potential investor. Use each week’s study of
principles and concepts to begin drafting your marketing plan as you progress
through the course.

Step 1:
Select a product or service and submit your choice by the end of week 2

Select
a product or service that you can obtain sufficient marketing information on,
or if you are interested in starting your own business, you may elect to
present a product or service that you intend to personally market.

If
you decide to use a nationally recognized product/service, you may incorporate
their existing marketing campaigns into your plan; however, you must add your
own marketing communications ideas as well. If you work for a small
organization that does not have a formal marketing plan, you may use this
opportunity to develop one.

Step 2:
Conduct a situational analysis

Research and apply the weekly concepts to
your chosen product or service to complete a situational analysis and begin
developing your marketing plan. Analyze the company’s website, social media
outlets, and other external sources for information. You may want to interview
a company representative. Marketing plans based solely on information found on
the company’s website will be incomplete and unsatisfactory.

Marketing
Plan Slides

Use the
following outline to build your Marketing Plan.


Title Page

Table of Contents

Executive Summary
o
Create a high-level summary
of the plan’s content and purpose.


Description of
Product/Service
o
What is it, what does it do?
o Who owns it?
o
What Product Life Cycle stage
is it in?


Value Proposition
o
Why would a customer buy it?
o What is the value that
it delivers?

o Create
a 2-3 sentence value proposition statement encompassing information above. This
statement is used for marketing messaging campaigns.

Features and Benefits
o
Create a list of features and
benefit to customer.

©2015 Strayer University. All Rights
Reserved. This document contains Strayer University confidential and
proprietary information and may not be copied, further distributed, or
otherwise disclosed, in whole or in part, without the expressed written
permission of Strayer University. This course guide is subject to change based
on the needs of the class.
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.gif”>JWI 518: Marketing In
a Global Environment
.jpg”>
Assignment 3


Target Markets
o
What markets are currently
targeted? What is recommended? (Support with research)
o What
approach is being taken (undifferentiated, differentiated, concentrated, or
micromarketing)?

Competitive Analysis
o
Who are major competitors –
pricing, features, benefits, differentiators, target markets?
o
Compare your product/service
to major competitors.
o Suggestion:
create a table with comparative competitive information (include your product
at the top); on the next slide, provide overview bullet points analyzing what
the comparative information shows.


SWOT Analysis
o
Refer to the SWOT analysis
instructions in your textbook.


Marketing Objectives
o What
are the current marketing objectives, or what are your suggested objectives?
(e.g. build brand awareness, increase market share, capture a new target
market, increase revenues, etc.)


Measure
o
How will your objectives be
measured?


Pricing Strategy
o
Identify the price for your
product/service.
o
Explain why the price better
supports the marketing objectives.


Target Markets
o
What are the target markets?
Explain.
o
Should current target markets
be expanded? Explain.


Distribution Strategy
o
Do you recommend direct
channel, indirect channel, or multiple channels?
o
Do you recommend intensive,
selective, or exclusive distribution and why?


Marketing Promotion (try to
use a combination of traditional and contemporary tools)
o
List promotion ideas that
support marketing objective(s).
o
Which tools will be used to
deliver promotion initiatives?
o
Align promotion initiatives
to appropriate target markets.
o
Which initiatives should be
included in each stage of the Product Life Cycle?


Budget
o
Estimate the cost of the
marketing campaign.
o
Create a marketing budget.
Allocate the appropriate cost to each initiative.


Reference Page

Grading
for this assignment will be based on the following grading criteria.

©2015 Strayer University. All Rights
Reserved. This document contains Strayer University confidential and
proprietary information and may not be copied, further distributed, or
otherwise disclosed, in whole or in part, without the expressed written
permission of Strayer University. This course guide is subject to change based
on the needs of the class.
.jpg”>

.gif”>JWI 518: Marketing In
a Global Environment
.jpg”>
Assignment 3

Weight: 31%

Assignment 3:
Marketing Plan

Criteria

Unsatisfactory

Low Pass

Pass

High Pass

Honors

1. Develop a

Did not submit or

A high-level

A high-level

A high-level

A high-level

high-level

incorrectly

overview is

overview is

overview is

overview is

overview
of the

submitted
the

included.
The

included,
but the

included
that

included
that

marketing plan.

high-level

objectives and

objective(s) or

clearly explains

exemplarily

Weight: 10%

overview. The

purpose are not

the purpose is

the
purpose of the

explains the

overview
does

developed

not fully

marketing
plan

purpose
of the

not
include the

sufficiently
or

developed
or

and its

marketing
plan

purpose
and

clearly.

clear.

objective(s).

and its

objective(s).

objective(s).

2. Use research

Did not submit or

The situational

The situational

The key

The key

methods
to

the
situational

analysis

analysis
includes

components
of

components
of

complete
a

analysis
is

includes
some

all or
most of the

the
situational

the
situational

marketing

incomplete.
Many

or most
of the

required

analysis
are

analysis
are

situational

important
topics

topics.
The

situational

reported,

reported,

analysis
and

are
absent and

topics
provide a

analysis
topics.

including
the

including
the

report
the

sufficient
detail is

basic
overview

Some of
the

product

product

pertinent

not
provided for

but lack

topics are
not

information,
its

information,
its

findings.

present
topics.

pertinent

fully
developed.

value
proposition,

value

Weight: 30%

information.

features and

proposition,

benefits,

features
and

competitive

benefits,

analysis
of the

competitive

target
markets,

analysis
of the

and a
SWOT

target
markets,

analysis. Each

and a SWOT

topic is
fully

analysis.
Each

developed.

topic is

exemplarily
and

concisely

developed
and

supported
by

research.

.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>

©2015
Strayer University. All Rights Reserved. This document contains Strayer
University confidential and proprietary information and may not be copied,
further distributed, or otherwise disclosed, in whole or in part, without the
expressed written permission of Strayer University. This course guide is
subject to change based on the needs of the class.
.jpg”>

.gif”>JWI 518: Marketing In
a Global Environment
.jpg”>
Assignment 3
.jpg”>.jpg”>

Weight: 31%

Assignment 3: Marketing
Plan

Criteria

Unsatisfactory

Low Pass

Pass

High Pass

Honors

3. Develop a

Did not submit or

The marketing

The marketing

A thoroughly

An exemplarily

marketing

incompletely

strategy
is

strategy
is

developed

developed

strategy
based

developed
a

partially

satisfactorily

marketing

marketing

on the
situational

marketing

developed.
It is

developed.
The

strategy
is

strategy
is

analysis.

strategy based on

either missing

plan includes

present that

present that

Weight: 40%

the situational

key information,

each of the

defines the

clearly defines

analysis.
Many of

is not
fully

topics:

objectives
and

the
objectives

the
topics are

supported
by

objectives,

how they
will be

and how
they will

absent,
the

marketing

measurement
of

measured.
The

be
measured.

objectives are not

concepts, or

objectives,

plan includes a

The plan

clear or
not

does not
align

pricing
strategy,

pricing
strategy,

includes
a

stated,
and

to the
situational

target
markets,

identified
target

pricing
strategy,

marketing

analysis
and the

distribution

markets,
a

identified
target

concepts
do not

stated

strategy,
a

distribution

markets,
a

support
the

objectives.

marketing

strategy,
and a

distribution

strategy.

promotion plan,

marketing

strategy, and a

and a budget.

promotion
plan.

marketing

Most, but not all,

The plan aligns

promotion plan.

are fully

to the
stated

The
rationale for

explained
and/or

objectives.

each is

some do
not

Lastly,
the

explained
and

clearly
align with

marketing
plan

aligns to
the

the
stated

includes
a budget

stated

objectives.
The

that
estimates

objectives.

marketing
plan is

the total
cost of

Lastly,
the

linked to the

the marketing

marketing plan

situational

campaign
and

includes
a

analysis
and

allocates
the

budget
that

incorporates

appropriate
cost

estimates
the

some
marketing

to each
initiative.

total
cost of the

principles
and

The
marketing

marketing

strategies.

plan is based on

campaign and

the
situational

allocates
the

analysis and

appropriate cost

logically
connects

to each
initiative.

the
information to

The
marketing

marketing

plan is
based on

principles
and

the
situational

strategies.

analysis and

logically

connects
the

information
to

marketing

principles
and

strategies.

.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>

©2015
Strayer University. All Rights Reserved. This document contains Strayer
University confidential and proprietary information and may not be copied,
further distributed, or otherwise disclosed, in whole or in part, without the
expressed written permission of Strayer University. This course guide is
subject to change based on the needs of the class.
.jpg”>

.gif”>JWI 518: Marketing In
a Global Environment
.jpg”>
Assignment 3
.jpg”>.jpg”>

Weight: 31%

Assignment 3:
Marketing Plan

Criteria

Unsatisfactory

Low Pass

Pass

High Pass

Honors

4. The
Marketing

The
Marketing

The
Marketing

The
Marketing

The Marketing

The
Marketing

plan has a

Plan does
not

Plan has

Plan has
a

Plan has a

Plan is

professional

have a

inconsistencies

professional

professional

exemplary. It has

appearance, is

professional

in format,

appearance.

appearance.
The

a professional

framed

appearance. It

information is

There are some

format is

appearance. The

appropriately
for

has many

not easily

inconsistencies

consistent,
easy

format is

the target

inconsistencies in

absorbed, and

in format, some

to
absorb, and

consistent, easy

audience, and

format,

images are not

areas are difficult

includes

to absorb, and

includes all

information is not

present or are

to absorb, and/or

professional

includes

topics in the

easily absorbed,

not

some images do

images.
The

professional

outline.

and
images are

professional.

not
support the

target audience

images.
The

Weight:
10%

not
present.

The
target

message.

(an executive or

target
audience

The
target

audience
is

The
target

investor

(an
executive or

audience is not

unclear and/or

audience is clear

audience)
is

investor

clear and
the

the
information

but the

evident
in the

audience) is

presentation,
and

evident in the

information is not

is not framed

information is not

the
content is

presentation and

framed

purposefully for

always framed

structured

the
content is

purposefully for

the audience.

purposefully for

an executive or

Some of
the

the audience.

specifically
and

structured

investor

appropriately
for

specifically and

topics from the

Most or all of the

audience.

the
audience.

appropriately for

outline may be

topics from the

The PowerPoint

the
audience.

The PowerPoint

missing.

outline are

deck does not

included.

deck
includes all

The PowerPoint

include all of the

topics
from the

deck includes all

topics as

outline,
such as

topics from the

provided by the

the title
page,

outline, such as

outline.

table of
contents,

the title page,

and
reference

table of contents,

page.

and reference

page.

.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>

©2015
Strayer University. All Rights Reserved. This document contains Strayer
University confidential and proprietary information and may not be copied,
further distributed, or otherwise disclosed, in whole or in part, without the
expressed written permission of Strayer University. This course guide is
subject to change based on the needs of the class.
.jpg”>

.gif”>JWI 518:
Marketing In a Global Environment.jpg”>Assignment 3.jpg”>.jpg”>

Weight: 31%

Assignment 3:
Marketing Plan

Criteria

Unsatisfactory

Low Pass

Pass

High Pass

Honors

5. Clarity, logic,

Multiple

Several

More than a few

Few mechanical

None or few

and
writing

mechanical
errors

mechanical

mechanical

errors;

mechanical

mechanics.

or much of the

errors make

errors; lacks

presentation
flows

errors;

Weight: 10%

information is

parts of the

conciseness or

and expresses

presentation

difficult
to

presentation

clarity;

the
student’s

flows and

understand
and

difficult
for the

assertions
and

position
in a

concisely
and

fails to
follow

reader to

conclusions
are

manner
that

clearly

formatting rules.

understand; the

generally

rational and

expresses the

information

justified
and

logically
develops

student’s

does not flow,

conveyed.

the topics.

position in a

or the

manner
that

presentation

rationally
and

fails to
justify

logically

conclusions
and

develops

assertions.

the topics.

.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>.jpg”>©2015
Strayer University. All Rights Reserved. This document contains Strayer
University confidential and proprietary information and may not be copied,
further distributed, or otherwise disclosed, in whole or in part, without the
expressed written permission of Strayer University. This course guide is
subject to change based on the needs of the class.
.jpg”>

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