Assignment 1: Part A: Your Marketing Plan
Due Week 3 and worth 200 points
For this assignment, you will document your hypothetical company’s background information and mission statement, your company’s short- and long-term goals, an environmental analysis, and a SWOT analysis.
Note: You should create and / or make all necessary assumptions needed for the completion of this assignment.
Create the first part of your marketing plan:
Note: Consider the following metrics: tracking downloads of website content, website visitors, increases in market share, customer value, new product /service adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.
Your assignment must follow these formatting requirements:
The specific course learning outcomes associated with this assignment are:
a. Evaluate data and information on customer/consumer behavior.
b. Evaluate marketing research tools involved in the marketing process.
c. Examine the marketing science of customer behavior and products in the marketing exchange process.
a. Analyze the marketing framework through a situation analysis.
a. Develop recommendations based on market analysis and strategy.
b. Develop strategies to assess performance and achieve marketing goals.
c. Develop dynamic strategies for competing.
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
Text: A Framework For Marketing Management, Sixth Edition, Authors:
Philip kotler, Northwestern University and kevin Lane keller, Dartmouth College
Chapters 1, 2 and 17
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