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MKT 400 Milestone One Guidelines and Rubric Overview: For this first milestone, you will apply principles and concepts you learned in Modules One and Two to analyze a brand in its development stage. In this assignment, you will identify key attributes of a brand in its creation and development stage, assess how the marketing mix is currently being used at this stage to develop brand equity, and explain how marketing strategies are applied to successfully launch a new product. Prompt: This activity will allow you to take a more in-depth look at a brand in the development stage. However, please note that the brand may no longer be in the development stage, but it should be from a prominent company that allows you to discuss key attributes and marketing strategies that were used by the brand while in development. If you are choosing your own brand, please check if it is appropriate by posting any questions to the General Questions discussion and determine whether there are sufficient resources to cover all aspects of the assignment. Select one of the following brands to analyze that you wish to use for your final project or one of your own choosing:

 Airbnb

 Apple iPhone

 Mini Cooper

 Tesla

 Uber As you write, consider the following:

 How are employees engaged in product development for the brand prior to launch and while building the brand? What are the roles of internal stakeholders (e.g., legal, sales, finance, research and development) in the early development of the brand?

 What are some legal and ethical considerations to take into account at the development stage?

 Consider how the brand uses the marketing mix at the brand development stage, the impact on brand perception, and the function of stakeholders in applying the marketing mix at this stage.

 What marketing strategies is the brand applying at the development stage in order to understand and appeal to the product and consumer landscape?

Please address the following critical elements:

I. Describe the attributes of this brand.

a) Discuss how the internal stakeholders (e.g., employees) are engaged in the development of the brand and building the brand identity. b) Identify the legal and ethical issues the company should be concerned about in this stage.

II. Identify the 4P’s of the brand. a) Describe the brand using the marketing mix elements as a guide. b) Analyze the impact of the marketing mix on overall brand perception. c) Describe the function of multiple internal stakeholders in applying the marketing mix in the development stage.

III. Marketing Strategies a) Describe existing marketing strategies used by the brand to successfully launch a new product.

Rubric Guidelines for Submission: This milestone should be submitted as a Word document, 2 to 3 pages in length, double-spaced, using 12-point Times New Roman font, and one-inch margins. Reference scholarly or peer-reviewed sources from the required and optional resources in this course or from the Shapiro Library to support your claims. All references must be cited in APA format.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value

Brand Attributes: Internal Stakeholders

Discusses how the internal stakeholders (e.g., employees) are engaged in the development of the brand and building the brand identity

Discusses how the internal stakeholders (e.g., employees) are engaged in the development of the brand and building the brand identity, but discussion is cursory, unclear, or irrelevant to the development and post-launch stages

Does not discuss how the internal stakeholders (e.g., employees) are engaged in the development of the brand and building the brand identity

15

Brand Attributes: Legal and Ethical Issues

Identifies the legal and ethical issues the company should be concerned about in this stage

Identifies the legal and ethical issues the company should be concerned about in this stage, but identified issues lack detail, are illogical, or are irrelevant to this stage

Does not identify the legal and ethical issues the company should be concerned about in this stage

15

Marketing Mix Elements

Describes how the brand uses the marketing mix elements as a guide

Describes how the brand uses the marketing mix elements as a guide, but description lacks detail, is illogical, or is irrelevant to this stage

Does not describe how the brand uses the marketing mix elements as a guide

15

Brand Perception Analyzes the impact of the marketing mix on overall brand perception

Analyzes the impact of the marketing mix on overall brand perception, but analysis is cursory, illogical, or irrelevant to this stage

Does not analyze the impact of the marketing mix on overall brand perception

15

Marketing Mix: Internal Stakeholders

Describes the role of internal stakeholders in this brand stage

Describes the role of internal stakeholders in this brand stage, but explanation is cursory, unclear, or irrelevant to the role of stakeholders in this stage

Does not describe the role of internal stakeholders in this brand stage

15

Marketing Strategies Describes existing marketing strategies used by the brand to successfully launch a new product

Describes existing marketing strategies used by the brand to successfully launch a new product, but description lacks detail, is illogical, or irrelevant to this stage

Does not describe existing marketing strategies used by the brand to successfully launch a new product

15

Articulation of Response

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

10

Total 100%