Develop a marketing plan for the successful development, commercialization and introduction of any product of your choice in the market place. You are required to: (1) analyze the general business situation in detail, including organizational strengths and weaknesses, environmental opportunities and threats, industry trends, and direct and indirect competition. Based upon your situation analysis, you will (2) develop an organizational mission and forecast performance goals. Based upon your objectives, you will (3) create a marketing strategy. Based upon your strategy, you will (a) segment and target potential customers. Based upon your customer targets, you will (b) choose an appropriate and integrated marketing mix, including: products and services, pricing, promotion and advertising, distribution and location, and other elements of the marketing program – the summary and specific recommendations for the execution of the plan.
The Final Paper:
Must be eight (8) double-spaced-pages in length, exclusive of Appendix, References, Exhibits, etc., and formatted according to APA style as outlined in the approved APA style guide.
Must include a cover page that includes:
•Title of paper
•Students name
•Course name and number
•Instructor’s name
•Date submitted
•Must address the topic of the paper with critical thought.
•Must use APA style as outlined in the approved APA style guide to document all sources.
•Must include, on the final page, a Reference List that is completed according to APA style as outlined in the approved APA style guide and incorporates at least 4 resources from Ashford University Library.
GRADING RUBRIC
The paper analyzes the general business situation in detail, including organizational strengths and weaknesses, environmental opportunities and threats, industry trends, and direct and indirect competition.
5
The paper includes organizational mission and forecast performance goals.
2
The paper addresses segment and target potential customers.
2
The paper explains an appropriate and integrated marketing mix, including: products and services, pricing, promotion and advertising, distribution and location.
4
The paper summarizes the execution of the marketing plan.
4 Writing Skills
Ideas are expressed in complete sentences.
.5
Paragraph and sentence transitions are present, logical and maintain the flow throughout the paper.
.5 Research Criteria
Must use at least four credible external resources from Ashford University Library to support your analysis and recommendations.
3 Style Criteria
Must include a cover page that includes:
Title of Paper
Student’s name
Course name and number
Instructor’s name
Date submitted
.5
The paper is eight double-spaced pages in length and formatted according to APA style as outlined in the approved APA style guide.
3
The paper includes, on the final page, a Reference Page that is completed according to APA style as outlined in the approved APA style guide.
.5
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