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Title: Business Initiative and Technology
Student Name:
University
BUSI 100 - Enterprise Business Applications and Communications
Assignment 8: Strategic Marketing Planning and Brand Management
Due Week 8 and worth 160 points
In Part LXXXII of your business plan, you will focus on strategic marketing planning and brand
management to build brand equity, create competitive advantage, and drive customer engagement and
loyalty. Your objective is to develop a comprehensive strategic marketing plan and brand management
framework that aligns marketing strategies with business objectives and enhances brand value and
market position.
Write a paper in which you:
1. Conduct a market analysis to assess market dynamics, identify market trends, and evaluate
competitive forces within your industry. Analyze market segmentation, target market selection,
and positioning strategies that define your target customer segments and differentiate your brand
in the marketplace. Evaluate market entry barriers, competitive threats, and market opportunities
that influence strategic marketing decisions.
2. Define strategic marketing objectives, goals, and key performance indicators (KPIs) that align
with organizational objectives and support business growth and competitiveness. Establish clear,
measurable, and achievable marketing targets such as brand awareness, brand preference, and
market share gains. Develop SMART (Specific, Measurable, Achievable, Relevant, Time-bound)
marketing objectives that provide clear direction and focus for marketing initiatives.
3. Develop a brand positioning and brand identity strategy to establish a unique brand identity,
communicate brand values, and differentiate your brand from competitors. Analyze brand
positioning models such as perceptual mapping, brand archetype analysis, and competitive
positioning that define your brand's unique value proposition. Develop brand identity elements,
brand messaging strategies, and brand communication channels that convey your brand's
personality and resonate with target customers.
4. Develop a product portfolio and product development strategy to expand product offerings, meet
customer needs, and capitalize on market opportunities. Analyze product life cycle stages,
product differentiation strategies, and new product development processes that drive product
innovation and market expansion. Develop product roadmaps, product launch plans, and product
lifecycle management strategies that optimize product performance and maximize product
profitability.
5. Develop a pricing strategy to establish competitive pricing levels, maximize revenue, and
enhance price competitiveness in the marketplace. Analyze pricing factors such as cost structure,
demand elasticity, and competitive pricing benchmarks that influence pricing decisions. Develop
pricing models, pricing strategies, and pricing tactics that balance price sensitivity with
profitability objectives and customer value perceptions.
6. Develop a distribution channel strategy to reach target customers, optimize distribution
networks, and deliver products and services efficiently to the marketplace. Analyze distribution
channel options such as direct distribution, indirect distribution, and online distribution that
optimize market coverage and minimize distribution costs. Develop distribution channel
partnerships, channel management strategies, and channel conflict resolution mechanisms that
optimize channel performance and enhance customer reach.
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 8: Strategic Marketing Planning and Brand
Management
Criteria
Unacceptable
Below 70% F
Fair
70-79% C
Proficient
80-89% B
Exemplary
90-100% A
1. Analyze the options
available for producing
Did not submit or
incompletely
Partially analyzed
the options
Satisfactorily
analyzed the
Thoroughly
analyzed the
the product or service.
Next, evaluate which of
the available options you
can take to streamline
operations.
Weight: 25%
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.
available for
producing the
product or service.
Partially evaluated
which of the
available options
you can take to
streamline
operations.
options available for
producing the
product or service.
Satisfactorily
evaluated which of
the available
options you can
take to streamline
operations.
options available for
producing the
product or service.
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