- Describe the selected company and brand and a brief history.
- List the core products and services they offer.
- Identify the key current competitors.
- Complete a SWOT analysisLinks to an external site..
- Propose the product or service line you want to develop a marketing plan for.
- Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
- Describe your core product, extended product, and the product concept.
- Explain how you plan to achieve competitive differentiation through creating customer value in the four areas listed below. Also, refer to The Five Competitive Forces That Shape Strategy video:
- Branding
- Packaging
- Support
- Quality
- Be sure to use subject headers for each of the questions asked. Your paper needs to contain at least eight headers (i.e., introduction header, at least six headers for the six parts of the question, conclusion header)
Helpful Tips:
Your marketing plan can focus on a new product or service idea of your own or an existing product or service that you think deserves its own dedicated campaign. Just don’t pick something that you’ve already seen being actively marketed.
For example, after completing a SWOT analysis for McDonald’s, one might propose marketing new concepts like a McVeggie burger or an adult Happy Meal. Further afield, one might propose a whole new chain of pay-to-visit indoor McPlayground Centers. Or relative to existing menu offerings, one might suggest a dedicated marketing campaign for say “burgers at breakfast” or after-midnight snacking via the drive-through.
The Marketing Plan: Product Identification and SWOT Analysis paper
- Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA StyleLinks to an external site. as outlined in the Writing Center’s APA Formatting for Microsoft WordLinks to an external site. resource.
- Must include a separate title page with the following:
- Title of paper in bold font
- Space should be between title and the rest of the information on the title page.
- Student’s name
- Name of institution (University of Arizona Global Campus)
- Course name and number
- Instructor’s name
- Due date
- Title of paper in bold font
- Must utilize academic voice. See the Academic VoiceLinks to an external site. resource for additional guidance.
- Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
- For assistance on writing Introductions & ConclusionsLinks to an external site. as well as Writing a Thesis StatementLinks to an external site., refer to the Writing Center resources.
- Review the Level Heading section of Introduction to APALinks to an external site. resource from the Writing Center for more information.
- Must use at least one scholarly or credible sources in addition to the course text.
- The Scholarly, Peer-Reviewed, and Other Credible SourcesLinks to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
- To assist you in completing the research required for this assignment, review the Marketing Research in Library OneSearchLinks to an external site., and the Company Research in the UAGC LibraryLinks to an external site. tip sheets to assist with this assignment.
- Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your PaperLinks to an external site. guide.
- Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References ListLinks to an external site. resource in the Writing Center for specifications.
BUS330.W2A1.08.2022
Description:
Total Possible Score: 8.00
Describes the Selected Company, Brand, and a Brief History
Total: 0.75
Distinguished – Thoroughly describes the selected company, brand, and a brief history.
Proficient – Describes the selected company, brand, and a brief history. Minor details are missing.
Basic – Minimally describes the selected company, brand, and a brief history. Relevant details are missing.
Below Expectations – Attempts to describe the selected company, brand, and a brief history; however, significant details are missing.
Non-Performance – The description of the selected company, brand, and a brief history is either nonexistent or lacks the components described in the assignment instructions.
Lists the Core Products and Services the Company Offers
Total: 0.50
Distinguished – Clearly and accurately lists the core products and services the company offers.
Proficient – Lists the core products and services the company offers. Minor details are slightly unclear or inaccurate.
Basic – Partially lists the core products and services the company offers. Relevant details are unclear and/or inaccurate.
Below Expectations – Attempts to list the core products and services the company offers; however, significant details are unclear and inaccurate.
Non-Performance – The list of the core products and services the company offers is either nonexistent or lacks the components described in the assignment instructions.
Identifies the Key Current Competitors
Total: 0.75
Distinguished – Clearly and accurately identifies the key current competitors.
Proficient – Identifies the key current competitors. Minor details are slightly unclear or inaccurate.
Basic – Partially identifies the key current competitors. Relevant details are unclear and/or inaccurate.
Below Expectations – Attempts to identify the key current competitors; however, significant details are unclear and inaccurate.
Non-Performance – The identification of the key current competitors is either nonexistent or lacks the components described in the assignment instructions.
Completes a Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis
Total: 1.50
Distinguished – Completes a comprehensive and accurate SWOT analysis.
Proficient – Completes a SWOT analysis. Minor details are missing or inaccurate.
Basic – Completes a limited SWOT analysis. Relevant details are missing and/or inaccurate.
Below Expectations – Attempts to complete a SWOT analysis; however, significant details are missing and inaccurate.
Non-Performance – The SWOT analysis is either nonexistent or lacks the components described in the assignment instructions.
Proposes the Product or Service Line for Development of a Marketing Plan and Justifies the Proposal With a SWOT-Based Argument for Why It Warrants Marketing Investment
Total: 1.75
Distinguished – Proposes a comprehensive product or service line for development of a marketing plan and thoroughly justifies the proposal with a SWOT-based argument for why it warrants marketing investment.
Proficient – Proposes the product or service line for development of a marketing plan and justifies the proposal with a SWOT-based argument for why it warrants marketing investment. Minor details are missing.
Basic – Proposes a limited product or service line for development of a marketing plan and minimally justifies the proposal with a SWOT-based argument for why it warrants marketing investment. Relevant details are missing.
Below Expectations – Attempts to propose the product or service line for development of a marketing plan and justify the proposal with a SWOT-based argument for why it warrants marketing investment; however, significant details are missing.
Non-Performance – The proposal of the product or service line for development of a marketing plan and justification of the proposal with a SWOT-based argument for why it warrants marketing investment are either nonexistent or lack the components described in the assignment instructions.
Describes the Core Product, Extended Product, and the Product Concept
Total: 0.75
Distinguished – Thoroughly describes the core product, extended product, and the product concept.
Proficient – Describes the core product, extended product, and the product concept. Minor details are missing.
Basic – Partially describes the core product, extended product, and the product concept. Relevant details are missing.
Below Expectations – Attempts to describe the core product, extended product, and the product concept; however, significant details are missing.
Non-Performance – The description of the core product, extended product, and the product concept is either nonexistent or lacks the components described in the assignment instructions.
Explains the Plan to Achieve Competitive Differentiation Through Creating Customer Value in the Four Areas: Branding, Packaging, Support, and Quality
Total: 1.00
Distinguished – Thoroughly explains the plan to achieve competitive differentiation through creating customer value in the four areas: Branding, Packaging, Support, and Quality.
Proficient – Explains the plan to achieve competitive differentiation through creating customer value in the four areas: Branding, Packaging, Support, and Quality. Minor details are missing.
Basic – Minimally explains the plan to achieve competitive differentiation through creating customer value in the four areas: Branding, Packaging, Support, and Quality. Relevant details are missing.
Below Expectations – Attempts to explain the plan to achieve competitive differentiation through creating customer value in the four areas: Branding, Packaging, Support, and Quality; however, significant details are missing.
Non-Performance – The explanation of the plan to achieve competitive differentiation through creating customer value in the four areas: Branding, Packaging, Support, and Quality is either nonexistent or lacks the components described in the assignment instructions.
Written Communication: Control of Syntax and Mechanics
Total: 0.25
Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors and is very easy to understand.
Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors and is mostly easy to understand.
Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors which may slightly distract the reader.
Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors which distract the reader.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: APA Formatting
Total: 0.25
Distinguished - Accurately uses APA formatting consistently throughout the paper, title page, and reference page.
Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.
Basic – Exhibits limited knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.
Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors, making the layout difficult to distinguish as APA.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Resource Requirement
Total: 0.25
Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Proficient - Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.
Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.
Below Expectations - Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.
Written Communication: Page Requirement
Total: 0.25
Distinguished - The length of the paper is equivalent to the required number of correctly formatted pages.
Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages.
Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.
Below Expectations - The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.
Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.
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