In this unit you will be completing the first two sections of a Strategic Marketing Plan. This plan is to be based on your New Shoes Simulation company.

Marketing Plan Section I: Situation Analysis (Internal and Environmental Analysis)

Assignment Parameters

  1. Accurate description and reference of all concepts and theories learned from the course material.
  2. Practical examples of concepts that lead to a continuing interest in the topic.
  3. Synthesis of concepts and theories from other course activities.
  4. Well-organized, clearly presented work ( free from excessive spelling and grammatical errors)
  5. Properly cited sources using APA 6th edition.
  6. Ensure use of the assignment rubric, template, and guidelines (attached)

Assignment Objectives

  • Determine a product offering using the marketing mix.
  • Prepare a strategic marketing plan.
  • Conduct an internal and external analysis of the industry. 
  • Conduct a competitive analysis.
  • Understand the marketing mix in order to devise a strong strategic marketing plan for an organization.
  • The internal analysis (company history)
  • Market Description (competitor’s analysis)
  • Current Marketing Mix Description/Situation ( Existing Product, Price, Distribution, Promotion)
  • The environmental analysis (SWOT- Strengths, Weaknesses, Opportunities, Threats)

Marketing Plan Section II

  • Objectives and issues: at least 2 objectives (specific and measurable)
  • Marketing Strategy: 
    • Branding
    • Positioning
    • Target Market (Market Segmentation)
 
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