Assignment Details
Select a global company that uses many forms of consumer-based marketing. It can be a retailer of any kind or a manufacturer of consumer products. Develop a marketing plan brief for the primary product or service offered by the company. Note this should be an actual company and an existing product or service, not a fictional or startup company.
This marketing plan outline should be 2–3 pages in length and double-spaced, not including the title page and reference page. Subheadings should be used to separate sections within the marketing plan brief (see the potential subheadings denoted below). Remember that the marketing mix is one of the most important parts of a marketing plan.
Requirements for Marketing Plan Outline:
Company Overview
Introduce the company, and briefly describe the main line of business of the company.
Summarize how the marketing plan outline would be informed by finance, accounting, economics, and management. Environmental Analysis
Compile an analysis of the external global environment of this company, including the legal and ethical, political, economic, sociocultural, and technological environments. Marketing Mix (Four Ps) (This needs to be a summary of the four Ps, not an in-depth description.)
Explain the implementation of the marketing mix (four Ps), as follows: Product Describe the products or services offered by this company. ?
Discuss brand strengths, including logo recognition and brand equity.
Price Describe the pricing strategies used by this company and the level of effectiveness with respect to acceptance by their target market(s). ?
Outline the quantitative calculations used in setting the pricing strategy.
Place Describe at least 2 distribution channels used by this company. This should include a description of the entire channel from the manufacturer to the end consumer, including global distribution channels.
Promotion Describe at least 2 traditional and 1 nontraditional (digital) forms of marketing communication and media channels used by this company. Why do you believe these are used?
Explain the theme or message used within the IMC campaign. Why would the target market find these messages interesting and influential? Summary
Summarize the outcomes of the marketing plan outline. The summary should provide an overview of the intended outcomes of the marketing plan outline. Is the approach feasible? Is it cost-effective?
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