Tag: Marketing plan

 

 

 

 

 

Scenario:

You are the new director of a child care center that has had some marketing and public relations issues in the past. In the interest of making a fresh start, the board of directors has asked you to evaluate the strengths of the center and create a marketing plan. You will need to be prepared to present your marketing plan at the first board meeting of the year. A week later, a board member contacts you about the importance of getting the word out. She asks you to include your plans for a public relations campaign for the center as part of your presentation. As you think through your public relations campaign, you realize that the board is not sure how to leverage the power of social media. You jot down several social media strategies to help promote the strengths of the center.

 

Imagine a child care center that you are familiar with. Then imagine how you would market the center. Create four to five PowerPoint slides to summarize the highlights of your marketing plan. Similarly, create four to five slides to summarize the highlights of your public relations campaign for the same center. Last, create four to five slides describing how to take advantage of social media to help promote the center.

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.
Instructions:
Throughout this course you have explored all 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.
Part A – General Information and Situational Analysis
Section 1 – Company Background
Describe the selected company and brand and a brief history.
Summarize the core products and services the company offers.
Identify direct current competitors and explain why they are 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 two elements from each quadrant of Table 8.1 in the course text as the micro- and macroenvironment factors that affect the company’s
overall marketing strategy.
Part B – The Marketing Plan
Section 1 – Segmentation, Targeting, and Positioning (STP)
Describe your segmentation approach for your proposed product or service and provide rationale for this approach.
Describe the target audiences or markets.
Create a positioning statement.
Section 2 – The Marketing Mix
Formulate the four Ps for your proposed product or service:
Product
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
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 the company’s policy or philosophy on one of the areas below:
corporate social responsibility (CSR
green marketing practices
ethics
ethical marketing
diversity, equity, and inclusion (DEI) practices.
Conclude with a summary of your plan and why it deserves to be funded.
Helpful Tips
Part A
Section 1: Understanding the background of the company will help you complete the SWOT analysis. Use your Week 2 assignment and make sure you
incorporated your instructor’s feedback and have improved your previously submitted work.
Section 2: 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 your Week 2 assignment and make sure you incorporated your instructor’s feedback and have improved your previously
submitted work.
Section 3: Use the information you researched and analyzed in the Week 4 video presentation to complete this section. Analyze some micro- and
macroenvironment factors that affect the company’s overall marketing strategy globally. You need to provide enough details about the information you
included in your slides to incorporate it with the rest of the paper.
Make sure you incorporated your instructor’s feedback.
Part B
Section 1: Use the information you researched and analyzed in the Week 4 discussion forum, Finding and Targeting Your People. You need to beef up the
information you discussed in that discussion forum to align it with your overall marketing plan. Also, review and refer to Section 7.3 of the course text,
Principles of Marketing.
Section 2: Spend considerable time completing the four P’s of your marketing plan; this is the essence of your plan. Someone should be able to understand
your plan just by reading this section only.
Section 3: Research, analyze, and discuss your internship brand at the global level or in a foreign market. Also, discuss its CSR and DEI efforts.
Upload Your Project to Folio
It is recommended that you upload your completed paper to Folio. Skills, that were reviewed in Week 4, can be tagged on your Folio page along with a
descriiption of the project’s purpose. For more information on these skills, review the Marketing Skills: Developing Career Readiness module in Week 4. For
information on how to set up and use your Folio account as well as tag skills, check out the Folio webpage in the Student Success Center.

 

Throughout this course, you have learned about the elements of a marketing plan. This assignment will provide you with the opportunity to research the marketing methodology of an existing publicly traded company; using a publicly traded company will provide you with access to a greater amount of information to complete this assignment. As you research this company, apply the theoretical learning from this course.

Include the sections below in your marketing plan.

A. Introduction: Include a brief introduction of the company.

B. Competitive Analysis: Who are your company’s competitors, and how is each differentiated? Identify two or three strengths and two or three weaknesses of your company compared to a minimum of two of your company’s competitors.

C. Marketing Strategies: What are the marketing strategies used by your company in the management of the global customer brand? Use the four Ps in your analysis, which are listed below.

a. Product: Begin with a theoretical definition of a product. What is the product/service offering by your company? How did the development of these new products affect your company’s marketing strategy?

b. Place: Begin with a theoretical definition of place. What are the distribution channels used by your company?

c. Price: Begin with a theoretical definition of price. What is the pricing strategy used by your company?

d. Promotion: Begin with a theoretical definition of promotion. What are the traditional and digital methods of marketing promotion used by your company? Explain a minimum of three traditional and three digital methods.

D. Competitive Advantage: Identify whether your company has a competitive advantage in each of the areas of the four Ps. Remember that your company could have a competitive advantage in one area and not in another. Include supporting rationale.