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Title: Business Initiative and Technology
Student Name:
University
BUS 100 - Enterprise Business Applications and Communications
Assignment 7: Strategic Marketing Plan
Due Week 3 and worth 160 points
In Part XXXV of your business plan, you will focus on developing a strategic marketing plan to promote
your products or services effectively, reach target customers, and achieve business growth. Your
objective is to develop a comprehensive marketing strategy that encompasses market analysis,
segmentation, targeting, positioning, and marketing mix elements.
Write a paper in which you:
1. Conduct a comprehensive market analysis to understand market dynamics, trends, and
competitive forces shaping your industry. Evaluate factors such as market size, growth rates,
customer demographics, buying behavior, and competitive landscape. Identify key market
segments, target customers, and unmet needs that represent growth opportunities for your
business.
2. Define the strategic objectives and goals for your marketing plan, including revenue targets,
market share goals, brand awareness objectives, and customer acquisition targets. Align
marketing objectives with business goals and strategic priorities to ensure coherence and synergy
across organizational functions.
3. Develop a market segmentation strategy to divide the market into distinct groups of customers
with similar needs, preferences, and behaviors. Identify criteria for segmenting the market, such
as demographics, psychographics, geographic location, and behavioral patterns. Segment the
market based on meaningful dimensions and characteristics that influence purchasing decisions.
4. Develop a targeting strategy to select target market segments that offer the greatest potential for
business growth and profitability. Evaluate the attractiveness of each market segment based on
factors such as size, growth potential, competitive intensity, and alignment with organizational
capabilities. Prioritize target segments and allocate resources accordingly to maximize return on
investment (ROI).
5. Develop a positioning strategy to differentiate your products or services in the minds of target
customers and create a unique value proposition. Define the positioning statement, brand
promise, and core messaging that communicates the benefits and advantages of your offerings.
Identify key points of differentiation and competitive advantages that resonate with target
customers.
6. Develop a marketing mix strategy that integrates the 4Ps (product, price, place, promotion) to
create value for customers and achieve marketing objectives. Define product strategies such as
product features, design, packaging, and branding that meet customer needs and preferences.
Develop pricing strategies that optimize profitability while remaining competitive in the market.
Clickhereto view the grading rubric for this assignment.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and
writing skills, using the following rubric.
Points: 160 Assignment 7: Strategic Marketing Plan
Criteria
Unacceptable
Below 70% F
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1. Analyze the options
available for producing
the product or service.
Next, evaluate which of
the available options
you can take to
streamline operations.
Weight: 25%
Did not submit or
incompletely
analyzed the
options available
for producing the
product or service.
Did not submit or
incompletely
evaluated which of
the available
options you can
take to streamline
operations.
Partially analyzed
the options
available for
producing the
product or service.
Partially evaluated
which of the
available options
you can take to
streamline
operations.
Satisfactorily
analyzed the
options available
for producing the
product or service.
Satisfactorily
evaluated which of
the available
options you can
take to streamline
operations.
Thoroughly analyzed
the options available
for producing the
product or service.
Thoroughly evaluated
which of the available
options you can take
to streamline
operations.
2. Determine how the
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