Marketing Plan: Product Identification and SWOT Analysis[WLOs: 1, 2, 3, 4] [CLOs: 1, 2, 5, 6]
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Instructions
This week, you will be creating components for your capstone marketing plan assignment. You will then finish your plan in Week 5.
In your paper,
- Cite the brand you selected from the list in the first discussion forum for your marketing internship.
- Describe the selected company and brand and their brief history.
- List the core products and services they offer.
- Identify the key current competitors of your brand.
- Write a brief description of the products/services that are considered in direct competition to your selected brand.
- Complete a SWOT analysis.
- Include your analysis of the five forces framework in developing your SWOT.
- Propose a new product or service line for which you want to develop a marketing plan based on the strengths and opportunities, and to overcome the weaknesses and threats in your SWOT analysis.
- Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
- Explain how you plan to achieve competitive differentiation through creating customer value. Refer to
- video.
Carefully review the
for the criteria that will be used to evaluate your assignment.
Helpful Tips Before You Start Outlining Your Assignment
Your marketing plan must focus on a new product or service idea.
For example, after completing a SWOT analysis for McDonalds, one might propose marketing new concepts like a McVeggie burger or an adult Happy Meal. Further afield, one might propose a whole new chain of pay-to-visit indoor McPlayground Centers. Or relative to existing menu offerings, one might suggest a dedicated marketing campaign for say burgers at breakfast or after-midnight snacking via the drive-through.
Learn about your brand and then let your imagination run wild. It can be a big idea that will appeal to many of their customers or a very targeted effortyou decide. You can always adjust your ideas after getting instructor feedback.
Guidelines
The Marketing Plan: Product Identification and SWOT Analysis paper
- must be 3 to 4 double-spaced pages in length (not including title and references pages and formatted according to
- as outlined in the Writing Centers
- resource.
- must include a separate title page with the following in title case:
- title of paper in bold font
- Space should appear between the title and the rest of the information on the title page.
- students name
- name of institution (The University of Arizona Global Campus)
- course name and number
- instructors name
- due date
- must utilize academic voice.
- Review the
- resource for additional guidance.
- must include an introduction and conclusion paragraph.
- Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
- For assistance in writing
- and
- , refer to the Writing Center resources.
- must use at least 1 scholarly or credible sources in addition to the course text.
- The
- table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source.
- To assist you in completing the research required for this assignment, refer to this
- tutorial, which introduces the University of Arizona Global Campus Library and the research process, and provides some library search tips.
- You may also refer to the
- tutorial, which explains keyword searching process in the library to find scholarly articles, or the
- tip sheet, which provides some tips and strategies to make finding credible online research in a search engine such as Google easier and more efficient.
- must document any information used from sources in APA Style as outlined in the Writing Centers
- guide.
- must include a separate references page that is formatted according to APA Style as outlined in the Writing Center.
- Refer to the
- resource in the Writing Center for specifications.