Marketing Plan

Marketing Plan Part 1 – Research, SWOT & Segmentation – project descriptions and submission https://deanza.instructure.com/courses/9188/assignments/216053?module_item_id=585631 1/3 Term Paper – Marketing Plan Part 1 – Research, SWOT & Segmentation – project descriptions and submission In this class, you will be writing a marketing plan in 3 parts throughout the quarter. Make sure you read the Written Assignments Policies for formatting & contents allowed and refer to this guide for upload files to Canvas if you don’t know how to upload. Start this process by identifying a new, for-profit B2C product or service offering (new, not an existing business) that you can realistically implement (NOT pie in the sky such as “a new global automobile company to compete with all the auto companies in the world in all categories of vehicles”) in the following areas only (do not request to deviate from the topics): – B2C products or services for pets (not selling actual animals) or pet owners – B2C meal prep delivery services You will be using the same business idea throughout the course to build your marketing plan (no changing your idea later). Your business idea may have only a single product or service or it could be a portfolio of several products. Paragraph 1: Business overview In 4-6 complete sentences (60-150 words), (1) describe your product or service idea (2) why you think it is a good product or service to pursue, (3) Come up with a name for your business which you will be using throughout the course. Paragraph 2: Market Research Conduct an Internet search and find 3 secondary sources that impact your business, one on market opportunity and two on competitive environment. Do not use personal blogs or wikipedia. Some examples would be (1) U.S. government census or other state or county databases, (2) reputable business news sources such as NYT, CNN, Forbes, Fortune, BusinessWeek, (3) market research companies such as Gartner, Nielson, or industry group reports. Use data no more than 3 years old except for census. In real life, you will need more than 3 sources. DO NOT copy/paste directly from your sources. Rephrase, summarize, and synthesize. You must have less than 20% copied/pasted for this entire paper to receive a grade. List the 3 URLs. They must be clickable and the sources must be in English and relevant to your business (use the chainlink symbol above this project description to make an URL clickable). 12 to 15 sentences (200-400 words). Paragraphs 3: SWOT analysis – Internal Strengths and Weaknesses 7/7/2019 Term Paper – Marketing Plan Part 1 – Research, SWOT & Segmentation – project descriptions and submission https://deanza.instructure.com/courses/9188/assignments/216053?module_item_id=585631 2/3 This tool needs to be loaded in a new browser window Based on your secondary research identify Internal Strength & Internal Weaknesses for your business and how you can leverage your strengths to differentiate your offering. 8 to 10 sentences (150-250 words) Paragraphs 4: SWOT analysis – External Opportunities & External Threats Based on your secondary research identify Internal Strength & Internal Weaknesses for your business and how your business can compete successfully. 8 to 10 sentences (150-250 words). Paragraphs 5-6+: Target customer segments Based on your research and SWOT, identify your target customer segment(s) based on 2 or more segmentation strategies and within each strategy, at lease 3 attributes as listed in Table 5.1 . Each strategy 6-8 sentences (100-200 words) in each paragraph. list the strategy name (e.g. demographic), identify the attributes (e.g. age) and specify the range (family with young children) or characteristics (health conscious) Explain why you selected that segment(s) by referring to your research and SWOT. —– Read Written Assignments Policies before you click submit to make sure you follow the specifications for formatting, submission procedure, and cutoff % for Turnitin plagiarism check. In addition, your points earned for this assignment will be based on a grading rubric. Click on “Grades” on left and then click on the name of the assignment. There will be a “Show Rubric” button at the top right corner of the page to see the grading rubric. The instructor typically will turnaround the grades for written assignments in one week. Longer papers may take up to 2 weeks. Load Term Paper – Marketing Plan Part 1 – Research, SWOT & Segmentation – project descriptions and submission in a new window 7/7/2019 Term Paper – Marketing Plan Part 1 – Research, SWOT & Segmentation – project descriptions and submission https://deanza.instructure.com/courses/9188/assignments/216053?module_item_id=585631 3/3