Only for Maestro

Hi Emmanuel,  You earned a grade of F on your assignment (57%). Assignment One covered an introduction, mission statement, goals, environmental analysis, and SWOT/Needs analysis. After addressing these elements, you should have been ready to move onto the second step of your marketing plan, Assignment Two. Remember, reading and including feedback is crucial in improving. Please review the feedback below. In order to score highly, more effort needs to be put forth. It important you make changes now in order to have everything needed for your final project.

You did not describe feedback received. You did not explain how feedback will be used to improve the marketing plan.

Brand Strategy: You did not provide a brand promise and did not provide all the executional elements that support the brand. These include the brand name – why? What does it mean? Brand logo – what is it, why does it work?;Brand slogan, should be short, emotional, and memorable - "Just Do It" or "A diamond is forever." Brand extension – what is a natural fit to grow your brand and company? All these executional elements need to be designed to support your brand. This was not clearly explained.

Target Market: You did not provide the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary. There is no such thing as a target market of everyone and this does not seem clear in your description. See pages 93-104.

Positioning Statement and Perceptual Map: You did not submit or incompletely included a perceptual map that shows your company’s position against its competitors. Who are the competitors? What are their positions? How does that compare to your position? See textbook pages 107-113. You did not share a fully prepared positioning statement that included who you are talking to, who are you better than and why you are better. Be very realistic in this comparison. You can't be the best with the lowest price. Think of three legged stool with Quality, Service, and Price as the legs. If you have the lowest price - your quality and service need to match that; otherwise you have a lopsided stool.

Consumer Behavior: There is little connection between your branding promise, the executional elements of your brand and the first step of need recognition in the consumer buying process. You did not examine relevant consumer behavior of your target market (also, your target markets are too broad. Considerations should be: age, lifestyle values, attitudes, wants and needs, gender, age, number of kids, education income, stage in the household lifecycle, geographic location (urban vs. rural, etc.), or risk orientation, etc.). You need to explain more about your target market's consumer behavior - lifestyle values, attributes, wants and needs, etc. with the brand name, logo, slogan, brand extension, and positioning statement. Why will your brand promise will resonate with them.

You provided the appropriate number of quality references, and showed a clear understanding of academic, peer reviewed references. Most APA formatting is correct.  Click here for more info on references and citations formatting.

Mechanics: Do not use first or second person; eliminate the use of I, we, our, you, yours, etc. Please use the templates EXACTLY as provided in assignments and announcements. The templates are APA formatted, has all the elements needed that matches the rubric, and has tips so you gain the most points. As a final note, there were a few grammatical issues with this paper. Please make sure to proofread your paper before submitting it. One of the best ways to do this is to read it aloud. Hearing what you've written is a great way to catch grammatical issues. Use of Quotes: quoting should be done only sparingly; be sure that you have a good reason to include a direct quotation when you decide to do so. To exhibit scholarly writing and share your own thoughts, you should paraphrase. Use of quotes as one of my professors told me once is “lazy” writing.  Here is a link for more details.  and here is a link for  examples on how to paraphrase:  APA Writing basics: Avoid contractions in APA. Spell out numbers zero to nine. Aim for  three to five or more sentences  per paragraph.  Capitalization  Please see the Strayer Writing Center for further help as well as  www.grammarly.com

Emmanuel, I appreciate you taking the time to review my feedback. Remember, if you have any questions or concerns, please email me at  [email protected] .

Dr. Jingyun Zhang