BUSI 330
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MARKETING PLAN: MARKETING STRATEGIES ASSIGNMENT INSTRUCTIONS
OVERVIEW
You must comprehensively address each topic (for this section) and submit by the end of the
assigned module: week. For this assignment, you will continue developing your marketing plan,
focusing on the situational aspects of the plan. Current edition of APA formatting is required.
INSTRUCTIONS
The following apply to all four marketing plan sections:
1. Weekly and earlier text readings will have covered many of the topics in this section.
Outside research is encouraged, referenced accordingly. Comprehensively discuss each
topic in this section.
2. Submit this third section of your Marketing Plan (MP) attached as a MS Word file. This
section must address the following topics:
Marketing Plan Sequence
Section 4
MARKETING PLAN: FINAL PLAN ASSIGNMENT
6.1. Product Strategy
6.2. Price Strategy
6.3. Promotion Strategy
6.4. Place (Distribution) Strategy
7. Financial Data and Projections
7.1. Past Sales Revenues
7.2. Five-Year Projections
References*
Appendices*
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
C R P
Section(s)
Details 42 to >37.0 pts
Advanced
Research and analysis
generate a
collegiate-level narrative
that comprehensively
addresses all of the
Marketing Plan
instructions for the
respective section.
37 to >28.0 pts
Proficient
Most of the Marketing Plan
instruction components are
addressed though additional
detail would render a more
comprehensive narrative
addressing the assignment
topics. The section narrative has
a logical flow. Major points are
stated reasonably well and are
supported by examples and
thoughtful analysis.
28 to >0.0 pts
Developing
The Marketing Plan
instructions are
addressed minimally.
The section narrative
lacks logical flow or
required content.
Major points are
unclear, confusing, or
are not supported by
examples or
thoughtful analysis.
0 pts
Not
Present
42 pts
Section
Narrative:
Grammar,
Spelling,
Formatting
and Word
Count.
18 to >15.0 pts
Advanced
Submits Marketing Plan
section, with spelling,
grammar, and formatting
compliant to current APA
requirements. Sentences
are complete, clear,
concise, and logically
written. Where
applicable, references
are cited in the current
APA format.
15 to >12.0 pts
Proficient
Though some errors are present,
spelling, grammar, and formatting
comply with most APA
requirements. Sentences are
written well, with few structural
errors. Where applicable,
references have APA formatting
errors.
12 to >0.0 pts
Developing
Spelling, formatting,
and grammar errors
are present.
Sentences are
incomplete or unclear,
or paragraphs are
poorly written. Where
applicable, references
are minimally or not
cited in the current
APA format.
0 pts
Not
Present
18 pts
Total Points: 60
Marketing Plan: Company Analysis Grading Rubric |
BUSI330_D16_202220
1
Marketing Strategies
Zulelika Budgett
Liberty University
BUSI330
Dr. Alford
25 April 2022
2
Marketing Strategies
Marketing and Product Objectives
Marketing objectives
One of the primary objectives of the marketing is to raise the awareness of the new
lines of product that the company is starting. Traditionally, Deer & Company is
recognized for its development of heavy equipment, agricultural machinery, and
drivetrains used together with heavy equipment, diesel engines, and lawn care
equipment. However, the company has come up with a new product that significantly
departs from its traditional line of products. The company’s diversification into the
production of chicken lenses is new and even its loyal and longstanding customers
may not be aware of. Thus, the marketing plan have the promotion of the awareness
of this product as one of its key objectives.
The second marketing objective is to raise the awareness of a new farming practice
among poultry workers. Cannibalism in poultry is a huge problem whose impact of
poultry farming is devastating. For a long time, many farmers have resorted to de-
beaking as an effective way of addressing this challenge. While appreciating the
extent to which this practice may reduce cannibalism among the birds, it is also
notable that it has the potential of impacting the birds negatively, especially if the
practice is not done expertly.
The final objective of the marketing is to expand the company’s customer base
beyond the existing numbers. This is likely to lead to an increase in the company’s
financial performance. The introduction of this new product is likely to present the
business with an opportunity to obtain new clients from a different market segment.
Previously, Deer & Company did not have customers from the poultry sector.
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However, the introduction of this new product is likely to allow customers to seek the
company’s products.
Product objectives
The core objective of the product is to improve the output of poultry farming. Data
indicates that cannibalisms in poultry is responsible for up to 25% of losses. Any
factor that accounts for more than a quarter of losses in any business is not something
that can be ignored. This product aims at eliminating cannibalism in poultry farming,
thereby improving the performance of the sector.
The second objective of this product is to eliminate the traditional practice of de-
beaking in poultry farming. Currently, many farmers prefer de-beaking as a way of
reducing cannibalism. The practice has the potential of affecting animals in several
ways and this creates a need to develop new and more effective interventions.
Target Markets
The primary target of the marketing are large scale poultry farmers, especially those
who are having problems associated with cannibalism. Since cannibalisms is a challenge that
is experienced mostly by large-scale poultry farmers, this product is aimed at addressing this
challenge. Investing on chicken lenses is only likely to deliver the best outcome to farmers
when poultry is practiced in large-scale (Daigle, 2017). Additionally, the marketing targets
individuals, groups and institutions that do poultry farming for commercial purposes. The
reason for targeting those wo practice poultry farming as a commercial venture is because of
their concern with efficiency in production and minimization of losses. These are aspects that
the product guarantees.
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Points of Difference
There are several aspects of the product that make it unique among other products.
One of the points of difference is that the product uses new and innovative ways to address
cannibalism among poultry animals. The technique used in the creation of the product is
simple yet very creative and there are no products like it in the market. For example, while
chicken blinders may also be used to address cannibalism among chicken, they do not allow
the chicken to see forward. However, chicken lenses allow the chicken to see while at the
same time hindering them from cannibalism as well as feather picking.
The second point of difference is the ease of use. To use this product, one will not
need any additional specialized training. Farmers will only have to read and follow the
instruction manual to use the product. Poultry farmers are sensitive about costs and they are
always looking for the most appropriate interventions that will help them to minimize costs
while at the same time improving productivity (Ten et al., 2021).
Positioning
The term positioning refers to the decision on how to communicate a product to the
target market to make sure that clients think and feel about it in a manner that is desired by
the company (Sadiq, 2020). When consumers introduce a product to the market, they are
always concerned about how they would want the product to be perceived by the consumers.
The desired positioning is cost effectiveness. The product reduces the cost of poultry farming
while at the same time increasing the production of chicken.
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References
Daigle, C. L. (2017). Controlling feather pecking and cannibalism in egg laying flocks.
In Egg Innovations and Strategies for Improvements (pp. 111-121). Academic Press.
Saqib, N. (2020). Positioning–a literature review. PSU Research Review.
Tan, M., Hou, Y., Zhang, L., Shi, S., Long, W., Ma, Y., ... & Oenema, O. (2021). Operational
costs and neglect of end-users are the main barriers to improving manure treatment in
intensive livestock farms. Journal of Cleaner Production, 289, 125149.
1
Marketing Plan
Name
Institutional affiliation
Course
Tutor
Date
2
Marketing Plan
Product Strategy
In marketing, the term product refers to an item that is presented for sale. While many
people may assume that products are only physical goods, the reality is that products also
include services. Deer & Company is one of the leading producers of heavy equipment,
agricultural machinery and drivetrains. The company is renowned for its production of high-
quality products that have become immensely popular across the world. Through research
and innovation, the company has been in a position to have the edge over its rivals. Looking
at the product strategy of the company, one may look at it in two dimensions, diversification
and focus on quality. Deer & Company has diversified its products to cover heavy equipment,
agricultural machinery and drivetrains. The company’s decision to diversify its products has
played a huge role in the expansion of its market base. The second products strategy that
Deer & Company has adopted is the development of high-quality products (Yunker, 2012).
Through extensive investment in research and technology, the company has managed to
develop products that are highly advanced and which are tailored to meet the unique needs of
the modern market. An objective analysis of the products of the company leaves no doubt
that it has a product advantage over its rivals. For a long time, Deer & Company has created a
reputation for the development of highly sophisticated products that meet the expectations of
its clients. Over the years, the company has been recognized for its ability to produce some of
the best farm equipment in the world (Yunker, 2012). The company has invested heavily in
innovation and each day it is involved in the process of coming up with products that reflect
its investment in research and innovation.
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Price Strategy
The term price refers to the costs that consumers incur to consume a product. The
products that Deer & Company offers to the markets, especially the heavy machinery and
agricultural equipment, are usually quite more expensive and this may partly be attributable
to the costs involved in their development as well as their performance features. The
premium pricing is a strategy that has worked for a long time for the company and one cannot
say that the strategy is aimed at exploiting the market or taking advantage of its position in
the industry but it reflects the superiority in the performance of the products. The plan
promotes a favourable perception in the market, not only in the United States of America but
also in the global market. Many consumers believe that their expensive products will offer
the top, not performance. They are also less likely to experience operational difficulties like
frequent failures that are common in other products (Daninger & Gunderson, 2017)).
Promotion Strategy
In marketing, the term promotion refers to the sets of activities carried out by business
organizations to make sure the knowledge of products or services reach as many people as
possible. In the United States, Deer & Company has managed to create not only a brand but
also a brand personality (Baltes, 2015). The company has been effective in establishing a
brand personality by keeping its products effective and advance so as to meet the needs of
users across its market in different parts of the world. The company's brand personality is all
about productivity, effectiveness, imagination, hopes, aspirations and dreams, innovation,
passion as well as the ability to meet the varying needs of consumers across the world
(Marketing week, 2017). The company has also been able to create a brand image in foreign
markets too. However, the brand is tailored to suit the culture, needs and practices in these
foreign markets. Though the company adopts a one-size-fits-all approach and the consumers
mostly adapt to the company culture, some aspects of their products are customized to fit
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some markets (Marketing week, 2017). The company has been effective in establishing a
brand image all over the world that ensures people only buy the products from them.
Place (Distribution) Strategy
Deer & Company is a global company, meaning that it has a presence and sells its
products in all corners of the world. The heavy machinery, agricultural machinery and
drivetrain markets are continuously expanding not only in America but also across the world.
The tremendous expansion of the global economy in the recent decades has increased the use
and demand for heavy machinery, agricultural machinery and drivetrain in different parts of
the world, and this has tremendously increased the demand for the company’s products.
However, as Deer & Companye selects the place to market its products, there are some
considerations that it must make. The company operates in a highly sophisticated market
where a wide range of factors determine the demand for the products. Firstly, the products of
Deer & Company such as the heavy equipment and the agricultural machinery are expensive,
and that restricts them to a particular class of consumers (Wald et al., 2019). In an
environment that is highly competitive, Deer & Company is highly to lose out to companies
whose products are cheaper than the ones that it sells to the market. Thus, when Deer &
Company is choosing the place to market its products, it should adopt strategies that will aim
at reaching the significantly advanced populations where individuals, groups and
organizations are able to acquire the products. To that extent, it is evident that while the
company has a presence all over the world, a large majority of its activities are in developed
countries such as the United States and other parts of western Europe and Asia.
5
Financial Data and Projections
Past Sales Revenues
Figures are in millions
Figure 1: Net Revenues for the years 2019, 2020, and 2021.
Source: Deer & Company Annual Report, 2021.
Five-Year Projections
The assumption is that the company’s sales revenues are growing at an average rate of
$ billion each year. With that assumption in mind, the projected revenues will be as follows;
Year
2022
2023
2024
2025
2026
Projections
(Billion dollars)
47
50
53
56
59
6
References
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of
the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
Daninger, N., & Gunderson, M. A. (2017). The Pricing and Depreciation Patterns of Used
Tractors.
Deer & Company. (2022). Annual Report, 2021. Retrieved from
https://s22.q4cdn.com/253594569/files/doc_financials/2021/ar/Deere-Co_Annual-
Report-2021.pdf
Wald, D., de Laubier, R., & Charanya, T. (2019). The five rules of digital strategy. BCG,
available at https://www. bcg. com/publications/2019/five-rules-digitalstrategy. aspx
(accessed 26th February, 2020).
Yunker, D. (2012). John Deere Days.
