?JWI 518: Marketing In a Global Environment

JWI 518: Marketing In a Global EnvironmentAssignment 3
1
Assignment 3: Marketing Plan
Due Week 10, Sunday (Weight: 31%)
Incorporate the concepts you have learned throughout the course to create a formal marketing plan. The
marketing plan
will consist of a 20

35 slide PowerPoint deck on a selected product or service. The
Marketing Plan should be targeted to an executive audience or a potential investor. Use each week’s
study of principles and concepts to begin drafting your marketing plan a
s you progress through the
course.
Step 1: Select a product or service and submit your choice by the end of week 2
Select a product or service that you can obtain sufficient marketing information on, or if you are interested
in starting your own business
, you may elect to present a product or service that you intend to personally
market.
If you decide to use a nationally recognized product/service, you may incorporate their existing marketing
campaigns into your plan; however, you must add your own marke
ting communications ideas as well. If
you work for a small organization that does not have a formal marketing plan, you may use this
opportunity to develop one.
Step 2: Conduct a situational analysis
Research and apply the weekly concepts to your chosen
product or service to complete a situational
analysis and begin developing your marketing plan. Analyze the company’s website, social media outlets,
and other external sources for information. You may want to interview a company representative.
Marketing p
lans based solely on information found on the company’s website will be incomplete and
unsatisfactory.
Marketing Plan Slides
Use the following outline to build your Marketing Plan.
?
Cover Slide
–
Student name, course name and number, submission date
?
Table
of Contents

Agenda
?
Executive Summary

Create a high

level summary of the plan’s content and purpose.
?
Description of Product/Service

What is it, what does it do?

Who owns it?
?
Product Life Cycle

What stage is the product or service in?
?
Features and Benefi
ts

Create a list of features and benefit to customer.
?
Marketing Goals and Objectives

What are the company’s current marketing goals, or what are your suggested goals? (e.g.
build brand awareness, increase market share, capture a new target market, increase
revenues, etc.)
?
B2C or B2B Target Markets

What markets are currently targeted? What is recommended? (Support with research)

What approach is being taken (undifferentiated, differentiated, concentrated, or
micromarketing)?
© Strayer University. All Rights
Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer
University. This
cour
se guide is subject to change based on the needs of the class.
JWI 518: Marketing In a Global Environment
Assignment 3
2
?
SWOT Analysis

Refer to the SWOT analysis instructions in your textbook.
?
Competitive Analysis

Who are major competitors
–
pricing, features, benefits, differentiators, target markets?

Compare
your product/service to major competitors.

Suggestion: create a table with comparative competitive information (include your product
at the top); on the next slide, provide overview bullet points analyzing what the
comparative information shows.
?
Pricing S
trategy

Identify the price for your product/service.

Explain why the price better supports the marketing objectives.
?
Value Proposition

Why would a customer buy it?

What is the value that it delivers?

Create a 2

3 sentence value proposition statement encomp
assing information above. This
statement is used for marketing messaging campaigns.

Use the Value Pyramid image from the Harvard Business Review article “The Elements of
Value”
?
Marketing Promotion (try to use a combination of traditional and digital marke
ting tools)

List promotion ideas that support marketing objective(s).

Which tools will be used to deliver promotion initiatives?

Align promotion initiatives to appropriate target markets.

Which initiatives should be included in each stage of the Product Li
fe Cycle?
?
Budget

Estimate the cost of the marketing campaign.

Create a marketing budget. Allocate the appropriate cost to each initiative.
?
Distribution Strategy (Product

focused firms only)

Do you recommend direct channel, indirect channel, or multiple channels?

Do you recommend intensive, selective, or exclusive distribution and why?
?
Measure Marketing Performance

Marketing Metrics

How will your marketing goals be measured? Use Table 2.2 fr
om the course textbook
.
?
References Page
Grading for this assignment will be based on the following grading criteria:
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission
of Strayer University. This
course guide is subject to change based on the needs of the class.
jwi518_assignment_3_1178.pdf

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JWI 518: Marketing In a Global Environment
Assignment 3
Assignment 3: Marketing Plan
Due Week 10, Sunday (Weight: 31%)
Incorporate the concepts you have learned throughout the course to create a formal marketing plan. The
marketing plan will consist of a 20-35 slide PowerPoint deck on a selected product or service. The
Marketing Plan should be targeted to an executive audience or a potential investor. Use each week’s
study of principles and concepts to begin drafting your marketing plan as you progress through the
course.
Step 1: Select a product or service and submit your choice by the end of week 2
Select a product or service that you can obtain sufficient marketing information on, or if you are interested
in starting your own business, you may elect to present a product or service that you intend to personally
market.
If you decide to use a nationally recognized product/service, you may incorporate their existing marketing
campaigns into your plan; however, you must add your own marketing communications ideas as well. If
you work for a small organization that does not have a formal marketing plan, you may use this
opportunity to develop one.
Step 2: Conduct a situational analysis
Research and apply the weekly concepts to your chosen product or service to complete a situational
analysis and begin developing your marketing plan. Analyze the company’s website, social media outlets,
and other external sources for information. You may want to interview a company representative.
Marketing plans based solely on information found on the company’s website will be incomplete and
unsatisfactory.
Marketing Plan Slides
Use the following outline to build your Marketing Plan.
?
?
?
?
?
?
?
?
Cover Slide – Student name, course name and number, submission date
Table of Contents – Agenda
Executive Summary
– Create a high-level summary of the plan’s content and purpose.
Description of Product/Service
– What is it, what does it do?
– Who owns it?
Product Life Cycle
– What stage is the product or service in?
Features and Benefits
– Create a list of features and benefit to customer.
Marketing Goals and Objectives
– What are the company’s current marketing goals, or what are your suggested goals? (e.g.
build brand awareness, increase market share, capture a new target market, increase
revenues, etc.)
B2C or B2B Target Markets
– What markets are currently targeted? What is recommended? (Support with research)
– What approach is being taken (undifferentiated, differentiated, concentrated, or
micromarketing)?
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
1
JWI 518: Marketing In a Global Environment
Assignment 3
?
?
?
?
?
?
?
?
?
SWOT Analysis
– Refer to the SWOT analysis instructions in your textbook.
Competitive Analysis
– Who are major competitors – pricing, features, benefits, differentiators, target markets?
– Compare your product/service to major competitors.
– Suggestion: create a table with comparative competitive information (include your product
at the top); on the next slide, provide overview bullet points analyzing what the
comparative information shows.
Pricing Strategy
– Identify the price for your product/service.
– Explain why the price better supports the marketing objectives.
Value Proposition
– Why would a customer buy it?
– What is the value that it delivers?
– Create a 2-3 sentence value proposition statement encompassing information above. This
statement is used for marketing messaging campaigns.
– Use the Value Pyramid image from the Harvard Business Review article “The Elements of
Value”
Marketing Promotion (try to use a combination of traditional and digital marketing tools)
– List promotion ideas that support marketing objective(s).
– Which tools will be used to deliver promotion initiatives?
– Align promotion initiatives to appropriate target markets.
– Which initiatives should be included in each stage of the Product Life Cycle?
Budget
– Estimate the cost of the marketing campaign.
– Create a marketing budget. Allocate the appropriate cost to each initiative.
Distribution Strategy (Product-focused firms only)
– Do you recommend direct channel, indirect channel, or multiple channels?
– Do you recommend intensive, selective, or exclusive distribution and why?
Measure Marketing Performance-Marketing Metrics
– How will your marketing goals be measured? Use Table 2.2 from the course textbook.
References Page
Grading for this assignment will be based on the following grading criteria:
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
2
JWI 518: Marketing In a Global Environment
Assignment 3
Weight: 31%
Criteria
Assignment 3: Marketing Plan
Unsatisfactory
Low Pass
Pass
High Pass
Weight: 10%
Did not submit or
incorrectly
submitted the
high-level
overview. The
overview does
not include the
purpose and
objective(s).
A high-level
overview is
included. The
objectives and
purpose are not
developed
sufficiently or
clearly.
A high-level
overview is
included, but the
objective(s) or
the purpose is
not fully
developed or
clear.
A high-level
overview is
included that
clearly explains
the purpose of the
marketing plan
and its
objective(s).
A high-level
overview is
included that
exemplarily
explains the
purpose of the
marketing plan
and its
objective(s).
2. Use research
methods to
complete a
marketing
situational
analysis and
report the
pertinent
findings.
Did not submit or
the situational
analysis is
incomplete. Many
important topics
are absent and
sufficient detail is
not provided for
present topics.
The situational
analysis
includes some
or most of the
topics. The
topics provide a
basic overview
but lack
pertinent
information.
The situational
analysis includes
all or most of the
required
situational
analysis topics.
Some of the
topics are not
fully developed.
The key
components of
the situational
analysis are
reported,
including the
product
information, its
value proposition,
features and
benefits,
competitive
analysis of the
target markets,
and a SWOT
analysis. Each
topic is fully
developed.
The key
components of
the situational
analysis are
reported,
including the
product
information, its
value
proposition,
features and
benefits,
competitive
analysis of the
target markets,
and a SWOT
analysis. Each
topic is
exemplarily and
concisely
developed and
supported by
research.
1. Develop a
high-level
overview of the
marketing plan.
Weight: 30%
Honors
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
3
JWI 518: Marketing In a Global Environment
Assignment 3
Weight: 31%
Assignment 3: Marketing Plan
Criteria
Unsatisfactory
Low Pass
Pass
High Pass
Honors
3. Develop a
marketing
strategy based
on the situational
analysis.
Did not submit or
incompletely
developed a
marketing
strategy based on
the situational
analysis. Many of
the topics are
absent, the
objectives are not
clear or not
stated, and
marketing
concepts do not
support the
strategy.
The marketing
strategy is
partially
developed. It is
either missing
key information,
is not fully
supported by
marketing
concepts, or
does not align
to the situational
analysis and the
stated
objectives.
The marketing
strategy is
satisfactorily
developed. The
plan includes
each of the
topics:
objectives,
measurement of
objectives,
pricing strategy,
target markets,
distribution
strategy, a
marketing
promotion plan,
and a budget.
Most, but not all,
are fully
explained and/or
some do not
clearly align with
the stated
objectives. The
marketing plan is
linked to the
situational
analysis and
incorporates
some marketing
principles and
strategies.
A thoroughly
developed
marketing
strategy is
present that
defines the
objectives and
how they will be
measured. The
plan includes a
pricing strategy,
identified target
markets, a
distribution
strategy, and a
marketing
promotion plan.
The plan aligns
to the stated
objectives.
Lastly, the
marketing plan
includes a budget
that estimates
the total cost of
the marketing
campaign and
allocates the
appropriate cost
to each initiative.
The marketing
plan is based on
the situational
analysis and
logically connects
the information to
marketing
principles and
strategies.
An exemplarily
developed
marketing
strategy is
present that
clearly defines
the objectives
and how they will
be measured.
The plan
includes a
pricing strategy,
identified target
markets, a
distribution
strategy, and a
marketing
promotion plan.
The rationale for
each is
explained and
aligns to the
stated
objectives.
Lastly, the
marketing plan
includes a
budget that
estimates the
total cost of the
marketing
campaign and
allocates the
appropriate cost
to each initiative.
The marketing
plan is based on
the situational
analysis and
logically
connects the
information to
marketing
principles and
strategies.
Weight: 40%
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
4
JWI 518: Marketing In a Global Environment
Assignment 3
Weight: 31%
Assignment 3: Marketing Plan
Criteria
Unsatisfactory
Low Pass
Pass
High Pass
Honors
4. The Marketing
plan has a
professional
appearance, is
framed
appropriately for
the target
audience, and
includes all
topics in the
outline.
Weight: 10%
The Marketing
Plan does not
have a
professional
appearance. It
has many
inconsistencies in
format,
information is not
easily absorbed,
and images are
not present.
The target
audience is not
clear and the
information is not
framed
purposefully for
an executive or
investor
audience.
The PowerPoint
deck does not
include all of the
topics as
provided by the
outline.
The Marketing
Plan has
inconsistencies
in format,
information is
not easily
absorbed, and
images are not
present or are
not
professional.
The target
audience is
unclear and/or
the information
is not framed
purposefully for
the audience.
Some of the
topics from the
outline may be
missing.
The Marketing
Plan has a
professional
appearance.
There are some
inconsistencies
in format, some
areas are difficult
to absorb, and/or
some images do
not support the
message.
The target
audience is clear
but the
information is not
always framed
purposefully for
the audience.
Most or all of the
topics from the
outline are
included.
The Marketing
Plan has a
professional
appearance. The
format is
consistent, easy
to absorb, and
includes
professional
images. The
target audience
(an executive or
investor
audience) is
evident in the
presentation, and
the content is
structured
specifically and
appropriately for
the audience.
The PowerPoint
deck includes all
topics from the
outline, such as
the title page,
table of contents,
and reference
page.
The Marketing
Plan is
exemplary. It has
a professional
appearance. The
format is
consistent, easy
to absorb, and
includes
professional
images. The
target audience
(an executive or
investor
audience) is
evident in the
presentation and
the content is
structured
specifically and
appropriately for
the audience.
The PowerPoint
deck includes all
topics from the
outline, such as
the title page,
table of contents,
and reference
page.
5. Clarity, logic,
and writing
mechanics.
Multiple
mechanical errors
or much of the
information is
difficult to
understand and
fails to follow
formatting rules.
Several
mechanical
errors make
parts of the
presentation
difficult for the
reader to
understand; the
information
does not flow,
or the
presentation
fails to justify
conclusions and
assertions.
More than a few
mechanical
errors; lacks
conciseness or
clarity;
assertions and
conclusions are
generally
justified and
conveyed.
Few mechanical
errors;
presentation flows
and expresses
the student’s
position in a
manner that
rational and
logically develops
the topics.
None or few
mechanical
errors;
presentation
flows and
concisely and
clearly
expresses the
student’s
position in a
manner that
rationally and
logically
develops
the topics.
Weight: 10%
© Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be
copied, further distributed, or otherwise disclosed, in whole or in part, without the expressed written permission of Strayer University. This
course guide is subject to change based on the needs of the class.
5

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