MARKETING ASSIGNMENT

Introduction: You did well introducing your hypothetical company. Your product/service is clear, the physical location is defined and you successfully introduced the elements of your marketing plan. Great job!

Mission Statement: See textbook, page 21 "To define its mission, a company should address Peter Drucker’s classic questions: What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be?" Only three of these questions were addressed in your mission statement. Consider the following items in a mission statement:

1. Customers—Who are the firm’s customers?

2. Products or services—What are the firm’s major products or services?

3. Markets—Geographically, where does the firm compete?

4. Technology—Is the firm technologically current?

5. Survival, growth, and profitability—Is the firm committed to growth and financial soundness?

6. Philosophy—What are the basic beliefs, values, aspirations, and ethical priorities of the firm?

7. Self-concept (distinctive competence)—What is the firm’s major competitive advantage?

8. Public image—Is the firm responsive to social, community, and environmental concerns?

9. Employees—Are employees a valuable asset of the firm?

Goals: The goals you indicated for the short term and long term were specific and realistic; ways to measure them were identified.

Environmental Analysis: All elements of the environmental analysis were addressed and explained. Good job being thorough and exhibiting an understanding of the environmental factors. Remember that environmental factors are outside of your direct control, but each of these factors has influence over your business.

SWOT Analysis: The SWOT and Needs Analyses are on target and show how your company will fare in the market. Your strengths and weaknesses are clearly internal as you can control them. Your opportunities and threats are clearly derived from the environmental analysis and, while you cannot control them, they can have a direct impact on your hypothetical business.

References and Citations: You provided the appropriate number of quality references, and showed a clear understanding of an academic reference. Most APA formatting is correct.

Overall, I really like the way that you wrote your paper. It was clearly written, and very well-organized, which made it very easy to follow your analysis.