BUS620 Final Paper Marketing Plan

Assignment: Final Paper 

Focus of the Final Paper 
Develop a marketing plan for the successful development, commercialization and introduction of any product of your 
choice in the market place. You are required to: (1) analyze the general business situation in detail, including 
organizational strengths and weaknesses, environmental opportunities and threats, industry trends, and direct and indirect 
competition. Based upon your situation analysis, you will (2) develop an organizational mission and forecast performance 
goals. Based upon your objectives, you will (3) create a marketing strategy. Based upon your strategy, you will (a) 
segment and target potential customers. Based upon your customer targets, you will (b) choose an appropriate and 
integrated marketing mix, including: products and services, pricing, promotion and advertising, distribution and location, 
and other elements of the marketing program – the summary and specific recommendations for the execution of the plan. 

The Final Paper: 
Must be eight (8) double-spaced-pages in length, exclusive of Appendix, References, Exhibits, etc., and formatted 
according to APA style as outlined in the approved APA style guide. 

Must include a cover page that includes: 
Title of paper 
Students name 
Course name and number 
Instructor’s name 
Date submitted 
Must address the topic of the paper with critical thought. 
Must use APA style as outlined in the approved APA style guide to document all sources. 
Must include, on the final page, a Reference List that is completed according to APA style as outlined in the approved 
APA style guide and incorporates at least 4 resources from Ashford University Library.