assignment details

Assignment Details Select a global company that uses many forms of consumer-based marketing. It can be a retailer of any kind or a manufacturer of consumer products. Develop a marketing plan brief for the primary product or service offered by the company. Note this should be an actual company and an existing product or service, not a fictional or startup company.

This marketing plan outline should be 2–3 pages in length and double-spaced, not including the title page and reference page. Subheadings should be used to separate sections within the marketing plan brief (see the potential subheadings denoted below). Remember that the marketing mix is one of the most important parts of a marketing plan.

Requirements for Marketing Plan Outline: 

Company Overview

· Introduce the company, and briefly describe the main line of business of the company.

· Summarize how the marketing plan outline would be informed by finance, accounting, economics, and management.

Environmental Analysis

· Compile an analysis of the external global environment of this company, including the legal and ethical, political, economic, sociocultural, and technological environments.

Marketing Mix (Four Ps) (This needs to be a summary of the four Ps, not an in-depth description.)

· Explain the implementation of the marketing mix (four Ps), as follows:

· Product

· Describe the products or services offered by this company. ?

· Discuss brand strengths, including logo recognition and brand equity.

· Price

· Describe the pricing strategies used by this company and the level of effectiveness with respect to acceptance by their target market(s). ?

· Outline the quantitative calculations used in setting the pricing strategy.

· Place

· Describe at least 2 distribution channels used by this company. This should include a description of the entire channel from the manufacturer to the end consumer, including global distribution channels.

· Promotion

· Describe at least 2 traditional and 1 nontraditional (digital) forms of marketing communication and media channels used by this company. Why do you believe these are used?

· Explain the theme or message used within the IMC campaign. Why would the target market find these messages interesting and influential?

Summary

Summarize the outcomes of the marketing plan outline. The summary should provide an overview of the intended outcomes of the marketing plan outline. Is the approach feasible? Is it cost-effective?

Grading Rubric: Maximum 150 Points

Grading Criteria	Points
Deliverable requirements addressed; understanding of material and presenter’s message and intent are clear	60 points	Followed assignment guidelines and criteria	30 pts	Yes/Complete	Mostly	Not at all
		Overall quality	30 pts	Excellent	Satisfactory	Needs Improvement
Scholarly research that supports the writer's position is properly acknowledged and cited, and direct quotations do not exceed 10% of the word count of the body of the assignment deliverable	30 points	Title page, table of contents, tables, exhibits, appendices or reference page included	15 pts	Yes	Partially	Not at all
		Content is original with less than 35% match	15 pts	Yes	36–50%	51% or over
Critical thinking: Position is well-justified; logical flow; examples	20 points	Position is justified with examples	10 pts	Excellent	Satisfactory	Needs Improvement
		Presentation flows logically	10 pts	Excellent	Satisfactory	Needs Improvement
Structure: Includes introduction and conclusion, proper paragraph formatting, and reads as a polished academic paper or professional presentation, as appropriate for the required assignment deliverable	10 points	Includes introduction and conclusion	2.5 pts	Excellent	Satisfactory	Needs Improvement
		Paragraphs are formatted properly	2.5 pts	Excellent	Satisfactory	Needs Improvement
		Reads as polished academic paper or presentation	5 pts	Excellent	Satisfactory	Needs Improvement
Mechanical: No spelling, grammatical, or punctuation errors	20 points	Spelling and grammar are accurate	10 pts	Yes	Partially	Not at all
		Punctuation is accurate	10 pts	Yes	Partially	Not at all
APA: Deliverable is cited properly according to the APA Publication Manual	10 points	References are cited in accordance with APA formatting	5 pts	Yes	Partially	Not at all
		Reference slide is included	5 pts	Yes	Partially	Not at all