MKT500 Assignment 2 Part B: Your Marketing Plan

MKT500 Assignment 2 Part B: Your Marketing Plan

Subject: Business    / Marketing
Question
Part B: Your Marketing Plan
Due Week 6 and worth 240 points
In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission,
introduction, and branding.
Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.
Write a four to five (4-5) page paper in which you:
1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one
(1) brand extension.
2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement
your plan). Provide a rationale for your response.
3. Prepare a positioning statement. Include a perceptual map that shows your company’s position against
its competitors. From this map, create a statement that depicts your position. For example, “Our
product is the fastest in its class for half the price.â€? Note: See pp. 54 – 55 in the textbook for
examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software
to create your perceptual map.
4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the
brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy
are right for the identified target market.
5. Develop your company’s mission statement and company introduction.
6. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility
of your product / service. These resources should be industry specific and relate to your chosen product
/ service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides;
citations and references must follow APA or school-specific format. Check with your professor for any
additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s
name, the course title, and the date. The cover page and the reference page are not included in the
required assignment page length.
The specific course learning outcomes associated with this assignment are:
Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
Examine the marketing science of customer behavior and products in the marketing exchange process
and create dynamic strategies for competing.
Evaluate the basis for market segmentation and approaches to segmentation.
Evaluate target customer segments and positioning products within these segments.
Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
Develop branding strategies for existing and new products.
Use technology and information resources to research issues in marketing management.
Write clearly and concisely about marketing management using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language
and writing skills, using the following rubric found here.