Chat with us, powered by LiveChat Marketing Plan, Part 4 Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan th | WriteDen

Marketing Plan, Part 4 Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan th

                                                                        First Assignment  

Assignment: Marketing Plan, Part 4

Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.

When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.

Marketing Mix (Four Ps)

Product Strategy

Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:

  • What level of quality and consistency does the offering have?
  • How many features does it have and can they be removed or added?
  • How well does your product or service deliver what the customer values? How can it improve?
  • What improvements would help your offering compete more effectively?

Pricing Strategy

How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

  • How sensitive are your customers to changes in price?
  • What revenue will you need to break even and achieve profitability?
  • What does the price say about your product in terms of value, quality, prestige, etc.?

Place: Distribution Strategy

What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:

  • What are the best distribution channels and methods for you to use, and why?
  • Will you have a retail outlet and if so, where will it be located?
  • In what geographic area(s) will your product/service be available?

Promotion: Integrated Marketing Communications Strategy

Use the template below to layout your design for a marketing campaign aimed at your target segment.


How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.

Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site, and targeted digital advertising) and convince peers they should attend.


In consideration of your previous analysis, you need to identify at least one goal for the campaign.

  • Describe the target segment for your campaign.
  • What is the goal you want to achieve with the campaign?
  • What is your call to action?
  • Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)


  • Audience: HR professionals who are casual and power-users of Chumber systems
  • Increase event registration by 20% by the start date of the annual user conference.
  • Call to action: Register online today.


Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align to reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.


  • Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
  • Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
  • Proof Point: Veteran attendees return year after year because it recharges their skills, knowledge and professional networks.
  • Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.


Digital Marketing

  • Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

  • Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend the upcoming conference. Conduct an email campaign with the target audience list to generate awareness, interest, desire to attend a conference.

Sales Promotion + Digital Marketing

  • Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

  • Total sales/revenue
  • New/incremental sales
  • Number of qualified leads generated
  • Net Promoter Score
  • Web site unique visitors
  • Number of registrations/sign-ups
  • Impressions – views of content
  • CTR – click-through rate
  • Engagement – comments, likes, shares, page views, video views
  • Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
  • Awareness
  • Etc.


Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.

ItemPurposeCost EstimateExample: White paper authored by a technical writerLayout business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry$500.00Item #1  Item #2  Item #3  Item #4  

Add additional rows as needed.

Estimated campaign impact: [insert]

Action Plan

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.

TimingActivity TypeBrief DescriptionAudienceOwnerToday’s DateExample:

Web site Update

Add new key messages that fit repositioning strategy and audience focusTech company hiring managersJim HillDate    Date    Date    Date    Date    Launch Date    

Add additional rows as needed.

Risk Factors

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.

Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization’s competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: an anticipated increase in sales, profits, market share, etc.

                                                                    Second Assignment 

This is the final marketing plan 

Submit Completed Marketing Plan Project 

Start Assignment

  • Due Sunday by 11:59pm
  • Points 100
  • Submitting a file upload
  • Available Jun 6 at 12am – Jul 31 at 11:59pm

Throughout the class, you have added information to the Marketing Template.

4 Steps- Different Information

Once you have updated any corrections, after your peer review, submit your final Marketing Plan in this assignment thread.

 ttached is the original Marketing Plan Template.T




Part 1

Institutions Name:

Student’s Name:

Date: 07/15/2022

Buyer power Customers may switch brands due to price. Ad styles, product sponsorship. By forming a band Athletics Supreme can keep buyers' interest in sportswear.dipNewcomer threat Creating a new brand requires significant capital. Therefore, limiting new firm entry. E-commerce enterprises pose a threat. Due of minimal entry barriers, sportswear companies will sell online. Supplier negotiations There should be no dominant provider. Substitutes threaten

Counterfeit products are the largest threat. The Since customers can't substitute, global demand will rise. Sportswear Athletics Supreme risks counterfeit goods potentially face. This might hurt the company's apparel sales. Weaken Athletics Supreme.

1. SWOT 2. Sportswear exclusivity Many urban stores are concentrated Athletics Supreme marketing plan Excellent service

5. Existing brand loyalty is great.

6.High brand equity due to early retail presence

7.Good quality 1. Nike and Puma can't compete on price. Poor supply chain affects price. 1. Emerging markets and international expansions2. Private label expansion improves brand and margins.

3. Catering to multi-ethnic US groupings with ethnic marketing.

4. Expanding culinary school services5.New consumer categories may emerge during the profitably

Olympics and world cup 6. Store growth can boost market presence. Low in rural areas 1. Multiple economic slowdowns will change customers to cheaper Adidas, Puma, and Nike retailers. Nike

2. High-end competition, Adidas and rivals

3. Price wars lower profit margins.

Government, tax, and even politics. 5. smaller scale pricing hikes Athletics Supremes’ marketing plan and national competitors Economic downturns influence core shoppers. Marketing wallets Merchandising Athletics will sell athletic shoes and apparel. Games. The company offers men's sportswear and accessories. Children, ladies. Products will vary in style and quality. In Athletic Supreme will ensure convenient sportswear. Customer-friendly packaging Sportswear will be defined by color and brand. And branded for consumers. Supreme sportswear brand the apparel will fulfill athletes' needs. Branding gives the organization a competitive advantage. Enhance customer satisfaction. Supreme will also be featured. Consumers' perception of the brand will increase its competitive advantage. Power, superiority, greatness, excellence the brand name memorable to people, which boosts brand memorability clients Athletics Supreme promotional strategies

Finding accessible retail locations will promote. Also, Targeted newspaper ads. Athletics Supreme promotes Athletes will be ambassadors for sportswear brands. Fashion labels. The ambassadors will wear Athletic Supreme gear Olympic-style international events. This will promote the company’s competitive edge Also; the corporation can promote its brands. Sponsoring sports events to promote sportswear manufacturers. This is a good marketing tactic for boosting the brand. increase sales and brand loyalty Other electronic media promotion tactics include advertisements, website Brand promotion on TV Boost sales. The corporation will use displays and other promotions. Coupons premiums featuring athletes wearing the apparel Sportswear, including shoes, are promoted at tradeshows. Pricing will be competitive with other sportswear. Market. Athletics suprema’s pricing strategy will be segment-based. Customers. Prices for sportswear will vary by target market. High- and low-income earners will pay varying prices. This will assure consumer pricing satisfaction. Marketing for Athletics Supreme


Jain, S. C. (1993). Marketing planning and strategy. Cincinnati South-Western Publishing

Company 1985..

Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 7). New York: McGraw-Hill.

Dodsworth, E. (1998). Information policy: Marketing academic libraries: A necessary plan. The

Journal of Academic Librarianship, 24(4), 320-322.

Cohen, W. A. (1988). The practice of marketing management: analysis, planning, and

implementation. Macmillan College.




Part 2

Institutions Name:

Student’s Name:


Macro-PEST analysis

Analyses growth-oriented policies helped Athletics Supreme. It Particularly macroeconomic policies and low interest rates, currency stability, and tax competitiveness Organize. These have fueled Athletics’ rise. Supreme. Government interventions have helped Athletic Supreme. Global value chain transparency AnalyseRecession is Athletic Supremes’ biggest economic threat. If recession will hurt Athletic Supremes' growth. Supreme Athletic since the recession and financial crisis2008-09 Therefore, Athletic Supreme has brand equity. Emergent economies' advantage

Athletic Supremes’ growth is affected by the economy worldwide If the Euro weakens, sales could suffer in recession. Supreme Athletic. Overall Athletic Supreme sales remain constant. The worldwide market compensates for sales fluctuations, notably between Peak and off-seasons. Sociology People are increasingly health- and diet-conscious. More people are attending gyms to workout.

Fitness products, shoes, and equipment are in demand. Even exercise apparel. Athletics Supreme is in high demand. More individuals buy workout clothes and gear. The corporation has monitored labor and industrial conditions. Ethical To meet local and international requirements. Analyze technology Athletics Supreme uses IT in marketing well.

Athletics Supreme uses MIS to promote innovation. Business segmentation and differentiation. Athletics' apex owes much to the use of Information Technology from product creation through distribution. Target market segmentation Supreme Wear's market segmentation is demographic. Income-based. Therefore, the target market will be High, upper middle, middle, and low incomes Market income Segment High-income demographic

High-income consumers will be targeted via high-income markets. Income. This market's consumers are the top 3% of society's shoppers retailers. This market niche wants better shoes. Purchase based on quality, not price purchasing atmosphere Goodbye Upper Middle Market quality will be stressed. Profit-making. This market includes upper-middle-income consumers. Economically solid and future-focused. Since Consumers use spare income to improve disposable income exceeds discretionary spending. High-status brands will attract this market. Athletics Supreme marketing plan

Average Middle-Income 6 Workers who buy to keep up fads They seek status. Pricey They can alternate between Low-income consumers will want low-cost brands. Prices. Low-income people don't care about brands. Shopping names Low-income people Highly price-sensitive generic buyers

Analyze competition Athletic Supremes’ success depends on industry competitiveness. Competitive rivalry within the industry is modest to high, stifling growth. Low-to-medium client bargaining power Low-to-medium new entrant threat Suppliers' bargaining power-low Low to medium threat of replacement products Competition from established and new companies new competitors can endanger Athletic suprema’s market share. Athletics Adidas, Nike, and others compete fiercely in the sportswear sector. Puma, V.F. Corporation, Nike, Asics. Also, athletic wear Athletics Supreme may suffer if it can't react swiftly to changing consumer preferences and technologies. Market-share losses

Vertical integration is used in Athletics Supremes' pricing strategy. By participating in several channels of activities, costs will be controlled. Price products. Athletics Supremes’ supplier partnerships help it produce at cheaper. This gives the company a competitive advantage. It helps the company offer affordable sportswear to clients. Customer discounts will boost the company's competitiveness’s rivals. PositioningMulti-brand retailers and Athletics Supreme will sell Athletics Supreme sportswear. Global stores Athletics Supreme will sell sportswear at stores. Numerous nations. Sportswear will be sold internationally. Distributors, subsidiaries, and licensees. Having Customer service and production facilities abroad globally. From the production facilities to various Distributors, subsidiaries, licensees. Subsidiaries and licensees sportswear to ultimate buyers. This ensures sports Customer wears are always available. Marketing for Athletics Supreme

Exclusive Athletic Supreme retail outlets are a competitive edge. Clients can have sportswear anytime they need it.Them. Accessibility ensures that sales continuity This increases brand loyalty and consumer retention. Cost-per-customer COCA divides the cost to gain a consumer over time by the customers gained during that time. Athletics Supremes’ customer First-year client acquisition cost This is the total sales and marketing expense, including all programs and materials. Marketing salary, commissions, bonuses, and Overheads will be distributed by the number of new employees. This time period's customers. This indicator will let the company determine the effectiveness of their money over time. Customer acquisition strategies Low metrics willow costs were used to obtain a consumer, which was beneficial This number may indicate that the company is spending more. Marketing-focused. Marketing for Athletics Supreme

Keep-rates This performance measure is (original number of customers-lost customers)/original number or time. If, the company starts with 100 customers and loses 30.(100-30)/100=70% retention rate. The metric will help the company assess customer loyalty. Brand loyalists the statistic will also measure the company’s Engage and cultivate existing consumers to begin Repeat sales cycle. The measure will assess if products Services may be brand ambassadors Customer LTV (CLV)This metric compares customer revenues to costs. Customers. The organization will measure and assess this metric. Customer value to the company better metrics indicate higher customer value. Athletic Supreme will maximize consumer lifetime value. High ratios may signal that a corporation is in trouble. Marketing-originated customer percent This ratio shows marketing's share of new business. To calculate it, take every new consumer Athletics Supreme marketing plan acquires.

superior sportswear divided by number and proportion marketing-generated lead. Closed-loop systems make this easier. Analytics marketing. This measure will display the Marketing often acquires more customers than sales does. Trust Marketing influenced customers% This is comparable to Marketing Originated Customer percent, but adds All new customers Marketing touched and nurtured sale. Not merely by creating the lead, if the company hosts events. Event marketing influences new customers. Marketing will influence. The proportion will be higher 50 to 90 percent

References Jain, S. C. (1993). Marketing planning and strategy. Cincinnati South-Western Publishing Company 1985.. Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 7). New York: McGraw-Hill. Dodsworth, E. (1998). Information policy: Marketing academic libraries: A necessary plan. The Journal of Academic Librarianship, 24(4), 320-322. Cohen, W. A. (1988). The practice of marketing management: analysis, planning, and implementation. Macmillan College. Guiltinan, J. P., Paul, G. W., & Madden, T. J. (1997). Marketing management: strategies and programs. McGraw-Hill/Irwin. Athletics Supreme marketing plan 15 Piercy, N. F., & Morgan, N. A. (1994). The marketing planning process: behavioral problems compared to analytical techniques in explaining marketing plan credibility. Journal of Business Research, 29(3), 167-178.



Marketing Plan Template



Executive Summary

Company Profile

Market Segmentation & Targeting

Situation and Company Analysis

Ethics and Social Responsibility

Marketing Information and Research

Customer De cision-Making Profile

Positioning and Differentiation


Marketing Mix (4Ps)

Product Strategy

Pricing Strategy

Place: Distribution Strategy

Promotion: Integrated Marketing Communications Strategy


Action Plan

Risk Factors


Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly description the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization’s competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.

Company Profile

· Company Name:

· Industry:

· Headquarters (city, state, country):

· Year founded:

· Number of employees:

· Annual revenue (estimated)

· Major products and/or services:

· Target customers:

· Distribution channel(s):

· Key competitors:

· Link to website:

· Link to Yahoo! Finance information page (for public companies):

Market Segmentation & Targeting

· What problem does your product or service solve?

· Describe the total market for your solution: Who are potential customers?

· What are the key segments within this market?

· Identify and briefly describe 1-3 segments that this company serves.

· Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities?

Situation and Company Analysis

Economic Environment

Discuss factors that affect your consumers’ purchasing power and spending patterns. What is the economic environment that you are operating in? Is it a growth, recovery or recession? Will it be easy to find staff? What is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like?

Technical Environment

The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries could affect your business. New technologies create new markets and can influence your consumers and competitors.

Industry Environment

What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use?

Competitive Environment

How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one. What is your advantage over competitors? Is the market large enough to support you and competitors?

Political Environment

Consider the political environment for the areas that your business will trade and operate in. Is there a stable political system? Are there any licences and regulations that you should be aware of? Do you need to win support to be able to operate?

SWOT Analysis

Instruction: Complete the table below with descriptive responses and explanation as you answer the questions below.



· Does the organization have a strong brand presence?

· What resources are available for marketing activities?

· Does the company have unique products or services that satisfy the needs of their target market?

· What makes the company's products or services unique?

· What value is brought to customers?

· Does the organization have a weak brand presence?

· Are resources insufficient for marketing activities?

· Does the company lack distinctive products or services?

· Do current products or services fail to satisfy the needs of customers?

· Do current products or services fail to bring value to customers?



· What is the unique opportunity that the company is trying to take advantage of?

· Does the target market have any unfulfilled needs that the company can satisfy?

· Are there emerging target markets with needs that the company can satisfy?

· Are there ways the company and its competitors can benefit by working together?

· Are there opportunities for collaborating with customers to build brand presence?

· Describe and analyze if market demand is increasing?

· Are there changes in the government regulations that will affect the company?

· Describe any emerging global issues that will affect the company?

· What are the tactics that competitors use to pursue customers?

· What are the strengths of the company’s biggest and or emerging competitors?

· In what ways are the competitors’ products or services superior to the company’s offerings?

· How are competitors likely to respond to any changes in the way the company markets?

· Is the company behind in adopting new technologies for marketing?

· Describe any ways in which international competitors are taking away market share?

· What do customers dislike about the company?

· Describe and analyze if market demand is decreasing?

Mission, Objectives & Goals

State the mission or business purpose: what the organization wants to achieve, in market-oriented terms. (Example: Disney’s mission could be, “We create happiness by providing the finest in entertainment for people of all ages.)

List 1-3 objectives that move the organization a step closer to achieving the mission. (Example: A Disney objective could be, “To be the most popular theme park for international visitors.”)

Convert objectives into specific marketing goals that are easy to measure and evaluate. (Example: Our goal is to increase market share of international theme park visitors by 10% in the next two years.”)

Ethics and Social Responsibility

Current Status

It is no longer acceptable for businesses to disregard issues around ethics and social responsibility. Conduct research and briefly describe what your organization is currently doing with regard to corporate social responsibility and pursuing sustainable business practices.


Based on your understanding of the organization’s goals, what recommendations do you have for how to create a more ethical, socially responsible and/or sustainable business? What practices do you recommend the organization pursue?

Marketing Information and Research

Research Question

Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives.

Information Needed

Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem.

Research Recommendations

What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach?

Customer Decision-Making Profile

Identifying the Customer and Problem

Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.

Factors Influencing Customer Decisions

Provide a brief profile of your target segment using at least three of the following categories:

· Geographic characteristics: e.g., location, region, population size or climate.

· Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.

· Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.

· Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.

· B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity

Reaching the Customer

Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.

Positioning and Differentiation

Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions.

Competitive Advantages

List the competitive advantages of the product, service or organization you’re focusing on: the things that make it different from competitors in positive ways.

Market Niche and Positioning Strategy

Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach?

Positioning Statement

Develop a positioning statement using this formula: “To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe].[footnoteRef:1] [1: Source: Equibrand:]

Repositioning Considerations

Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not?

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