The purpose of this assignment is to select a company, conduct research on it, and collect data, analyze findings, and explain how this information is used to formulate marketing objectives, strategies, and tactics that align to the organization's mission and vision statements.
Navigate to the IBIS World resource, provided in Class Resources, and identify a company from the Start Your Search Here search box. You must obtain permission on the company from your instructor prior to starting the project. Explore the IBIS World website and conduct additional marketing research on the company to locate the company's mission and vision. Assume the role of a marketing professional who has been tasked with completing a marketing plan for a client.
Once you have conducted the necessary research, complete and submit the "Benchmark – Marketing Plan Analysis – Marketing Strategies, Objectives, and Tactics" resource to the digital classroom.
While APA style is not required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines, which can be found in the APA Style Guide, located in the Student Success Center.
This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
You are not required to submit this assignment to LopesWrite.
Benchmark Information
This benchmark assignment assesses the following programmatic competencies:
BS Applied Entrepreneurship, BS Applied Management, BS Applied Marketing and Advertising 1.1; BS Business Information Systems 3.4; BS Business Analytics, BS Business Management, BS Marketing and Advertising, BS Sports Management 3.5; BS Accounting, BS Business Administration, BS Entrepreneurial Studies, BS Finance, BS Finance and Economics, BS Hospitality Management, BS Supply Chain and Logistics Management 3.7; BS Business Secondary Ed 6.2
Determine how organizations formulate marketing strategies and tactics using market and consumer data.
Albertos Discussion
1. Watch "10 Reasons Why Conscious Capitalism Is Better" located in the Topic 1 Resources. Discuss which of the 10 reasons is the most important to you as a consumer. Which one is least important? Would these choices be different to you as a business professional? Explain why or why not?
In replies to your peers, explain how and why your most and least important reasons differ. Support your statements with research or personal experiences.
2. A marketing plan is a major part of a business plan, providing organizations a roadmap to follow. Marketing plans describe the current situation for the product, service, or brand, and the plan for the future. What are the objectives of the marketing plan?
In other words, why is one needed? What are the possible outcomes if marketers do not have a marketing plan? Provide specific examples to support your ideas. In replies to peers, use real-world experiences or research to justify why you may agree or disagree with their statements.
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Benchmark – Marketing Plan Analysis: Marketing Strategies, Objectives, and Tactics
Company Name: ____________________________________
Directions: Conduct the necessary research on the company you have selected from the IBIS World website. Review the US Industry (NAICS) tab for your selected company. Provide a brief (250-word) overview of the current industry environment in the textbox provided.
Directions: Locate three to five additional resources including the company’s website that will provide information related to the company vision, mission, and marketing strategies, objectives and tactics. You will use this information to tell the brand story. As part of your research you will also complete the SWOT analysis below.
Brand Story: In 250 words, provide a thorough description of the company and brand. Reference and cite your research sources within the summary. Be sure to include the brand’s history, when and why the brand was created, marketing performance, and market share.
Company Vision:
Company Mission:
Company Marketing Objectives: In 100 words, explain the marketing objectives the company must have to meet the mission and vision.
Company Marketing Strategies and Tactics: In 250 words, develop the recommended marketing objectives, strategies, and tactics that should be implemented to support the organization's mission and vision statements. Be sure you explain why these objectives, strategies and tactics align with the organization's mission and vision statements. Cite and reference your research sources within the summary.
SWOT Analysis
Directions: Using the data and information from your research, complete a SWOT analysis for the company. After completing the three to five bullet points in each of the four quadrants, write 100 words in the Analysis Summary of the trends identified from the SWOT analysis. Reference and cite the topic Resources for details on conducting SWOT analysis.
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Internal Factors |
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Strengths |
Weaknesses |
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External Factors |
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Opportunities |
Threats |
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Analysis Summary |
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References: Provide APA-formatted references for all resources you have cited.
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