Unit 4 Developing the Plan IP Marketing Management, Strategy, and Research: CB455

Professional Marketing Plan
This week you will build a professional marketing plan will come from portions of assignments that you submitted in Weeks 1–3 of the course. Be sure to make any necessary updates or revisions that were suggested by your instructor in previous weeks.  Be sure to include the following:

Create a professional PowerPoint presentation that summarizes the

You will be assessed on the design of the presentation, including colors, backgrounds, professionalism, font, and graphics.

Optional content includes sound, videos, and animation.

• The PowerPoint presentation should be informative and targeted to a professional clientele. 
• 20 slides (each slide must include 300-400 words in speaker notes, with the exception of the title slide and reference slide). 
• Section 1: Company Background
• Provide a brief background of your company. (Slide 2)
• Section 2: Researching for a Marketing Plan (Week 1 Individual Project) (Slides 3-8)

If you do not define your target market, you will not know how to communicate with them in the latter stages of the plan. Knowing how to position the product or service in the market is very important. You want to find a place in the market with an unmet need.

The rationale for selecting target markets is a combination of researching the demographics and understanding the qualitative reasons for buying. Understanding how major competitors position their goods and services shows where and if there is room for your entry in the marketplace.

Part 1: Segmentation Application

Develop a product-focused business.

Please do not use an existing company or a scenario utilized in a previous course. Keep in mind, you will continue working with this business throughout the course.

Introduce the business and the main product that it sells. Keep it simple.

• Evaluate customer need for the target product.

Discuss strategies for segmentation based on 2 real competitors’ market positions.

• Devise a niche strategy that would work for your company’s product.

This section of your presentation should be 3 slides in length (each slide must include 300-400 words of speaker notes), and you should use research from the library’s full-text databases and other quality college-level resources.

• Part 2: Gap Analysis, Benchmarking, and Competitive Advantage
• Perform a gap analysis of 2 competitors. Apply the findings in your business model.
• Develop competitor and competitive benchmarking.
• Competitor benchmarking: This involves identifying a business’s main competitors and then comparing yourself against them in key performance areas.
• Competitive benchmarking: This involves going outside a business’s market or industry to study a company that excels in an area where your business is deficient.
• Devise strategies to realize a competitive advantage for your company.
• This section of your presentation should be 3 slides in length (each slide must include 300-400 words of speaker notes), and you should use research from the library’s full-text databases and other quality college-level resources.

Section 3: Creativity (Week 2 Discussion Board) (Slide 9)

• Being introduced to different types of marketing activities is important for a marketing professional. Creative writing, coupled with a hot ad campaign, is great practice for real-world activities. Be sure to include the following:
• Using techniques learned in previous courses you have completed, let your creative side take over.

Provide a background on your company’s product, segmentation strategy, and main competitors. This may be copied from past assignments in the course.

• Create ad copy for a targeted promotion that will culminate in a customer response or a call for action. The ad can be for any medium.
• Provide rationale for the message contained.
• This section of your presentation should be 1 slide in length (slide must include 300-400 words of speaker notes).
• Section 4: Case Studies (Week 2 Individual Project) (Slides 10-12)

Using predominately articles from the online library’s full-text databases, apply the concepts to the real world. This section must address the following:

Provide a case study for each of the 3 measures discussed in Part 1. The case studies should provide a brief background of the campaign(s) and how the chosen metric either showed it was successful or unsuccessful. Each case should be at least 1 page in length.

Case 1 will be based on a product. Apply this to your product.

• Case 2 will be based on a service. Apply this to your product.
• Case 3 should include a campaign that was Internet-based. Apply this to your product.
• This part of your presentation should be 3 slides in length in length (each slide must include 300-400 words of speaker notes), and you should use research articles from the library’s full-text databases and other quality college-level resources.
• Section 5: Product Differentiation (Week 3 Discussion Board) (Slide 13)
• Applications of the concepts learned in the text are showcased here. Understanding or explaining the advantages is a start, but knowing what to do with the information to benefit your company is the key to the analysis.

A company’s service quality has been shown to positively affect consumer loyalty. Superior service means more loyal customers. The dimensions of service quality are as follows:

Reliability

Assurance

• Performance

Responsiveness

• Extended Services
• Empathy
• Appearance

Reputation

For this section, complete the following:

Use various service quality dimensions to develop a differentiation strategy for your company.

This section of your presentation should be 1 slide in length (slide must include 300-400 words of speaker notes).

Section 6: Competitive Position (Week 3 Individual Project) (Slides 14-19)

• Theories underlying segmentation must be understood and explained before they can be applied in the field of marketing. It is important to be able to put the definition in your own words, rather than copying from the text or borrowing too heavily from the content. Everyone has a unique voice, and yours should be heard loud and clear.
• Part 1: Working on the Plan 
• Assess the market attractiveness and competitive position for the product.
• Create an exit strategy and guidelines for its implementation.
• This section of your presentation should be 3 slides in length (each slide must include 300-400 words of speaker notes), and you should and use research from quality college-level resources. Stay away from consultant sites on the Internet. 
• Part 2: Tactical Marketing Mix Strategy 
• Develop a detailed tactical marketing mix strategy that includes the product, price, promotion, place, and service.

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