Business Marketing Plan

Hello, I need help writing a 3 page paper regarding a business plan. The paper must have four academic references. I have attached the rubric below. Any help would be greatly appreciated! Thank you so very much!
unit_2_marketing_rubric.docx

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The Consumer and Business Market
Scenario Marketing
As the marketing manager of a major franchise, your job will be to perform the daily
tasks of a marketing manager.
Select one of the franchise companies below for which you would like to be Marketing
Manager.
Edible Arrangements® – Edible fruit baskets – Creates fresh fruit arrangements and
gourmet chocolate dipped fruit to order.
Cartridge World® – Cartridge Company – carries a complete line of both inkjet and toner
printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner
cartridges for nearly all brands of printers, copiers, fax and postage machines.
Liberty Tax Service® – Taxes – provides tax service to both consumers and businesses.
Assumptions
•
Your plan is to aggressively go after the consumer and business market creating
dual revenue streams. Your marketing strategy, research marketing mix and
customer relationship marketing will be different for both groups.
In this scenario, you will be responsible for conducting the following tasks:
•
•
•
•
Observing and analyzing market trends
Examining competitors’ products and services
Investigating ways of improving existing products and services, and increasing
profitability
Identifying target markets and developing strategies to communicate with them
Assignment
There are two parts to this Assignment so be sure to complete both parts.
Part 1: The Consumer and Business Market
Write a brief paragraph that answers the following questions. (This should not be in
Question/Answer format).
•
•
•
•
Which company did you choose as your focus in this Marketing Management
Assignment?
Where are the company’s headquarters located?
What is the mission statement of the company you chose to study?
The previous marketing manager developed an advertising campaign before the
marketing strategy. How could this advertising campaign potentially create
problems for the product?
Part 2: Marketing Strategy Planning
In preparation for your first presentation to the CEO of the organization, you will create a
3–5 page paper.
You will examine how the 3 C’s (customer targets, competitors, customer value
proposition) and 4 P’s (Product, Price, Place, and Promotion) of marketing strategy
influence marketing decisions about how you can increase purchases to consumers and
increase purchases for business-to-business.
Your goal is to complete the consumer and business-to-business marketing strategy
planning document. Using the bolded words as subheadings for each response as seen
in the PDF of this Assignment, answer the following:
1. SMART Goals
a. S.M.A.R.T. Goals are:
i.
Specific as to what exactly you want to accomplish and why.
ii.
Measurable: How will you measure the results, or know when you have
achieved the desired result?
iii. Achievable: They should be goals that allow for some challenge without
exceeding ability. They should have an action verb like create, or
recommend, decide, demonstrate, reduce, increase, etc.
iv.
Relevant: The goals need to be relevant to your overall business
objectives and realistic in terms of your budget, the economic climate etc.
v.
Time frame: Provide a time frame to achieve the goals.
vi.
Example: Increase revenues by 10% over the next 2 quarters of 2015.
b. Using the SMART acronym, list several objectives you wish to accomplish.
3. The 3 C’s of marketing strategy:Customer Targets: Discuss the customer
targets (target market), you should have at least two. Provide for the CEO a more
specific description of which customers you (the marketing manager) want to
persuade to buy the product or service. Competitors: For each customer target,
identify a competitor (brand or company) that may be able to provide the
customer target a like product that would appeal to them. Value Proposition:
What do you see as the value proposition? What are reasons for customers to
purchase your brand/product. Summarize into a single paragraph.
4. The 4 P’s of marketing strategy: Marketing Mix for the Consumer Market:
Describe each of the 4 P’s as it applies to consumers that would purchase your
product
a. Product
b. Price
c. Place
d. Promotion
5. Marketing Mix: Business-to-Business Market: Describe each of the 4 P’s as it
applies to business that would purchase your product.
a. Product
b. Price
c. Place
d. Promotion
6. Competitive Advantage: Using one (or more) of the competitive advantages
below, describe the components of this advantage and why customers will
perceive them as an advantage for your product or service over its competitors’.
1. Cost-based advantage
2. Price-based advantage
3. Quality-based advantage
4. Differentiation advantage
5. Perceived quality advantage
6. Brand-based advantage
7. Product Life Cycle: Discuss the company’s products in The Product Life Cycle (PLC).
Why do you think they are in that stage? Do you think there is any possibility of
changing the current stage of the Product Life Cycle? For instance, if current products are
in the maturity stage, what can the company do to have products in the Introduction or
Growth stage?
8. Increase Purchases: Consumers: Thinking of your consumer target market,
how can you get current customers of the product or service to buy more?
9. Increase Purchases: Business-to-Business: Thinking of your business-tobusiness target market, how can you get current customers of the product or
service to buy more?

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