Graded Homework

JWI 518: Marketing In
a Global Environment

Assignment 3

Assignment
3: Marketing Plan

Due Week
10, Day 7 (Weight: 31%)

Incorporate
the concepts you have learned throughout the course to create a formal
marketing plan. The marketing plan will consist of a 20- 35 slide PowerPoint
deck on a selected product or service. The Marketing Plan should be targeted to
an executive audience or a potential investor. Use each week’s study of
principles and concepts to begin drafting your marketing plan as you progress
through the course.

Step 1:
Select a product or service and submit your choice by the end of week 2

Select
a product or service that you can obtain sufficient marketing information on,
or if you are interested in starting your own business, you may elect to
present a product or service that you intend to personally market.

If
you decide to use a nationally recognized product/service, you may incorporate
their existing marketing campaigns into your plan; however, you must add your
own marketing communications ideas as well. If you work for a small
organization that does not have a formal marketing plan, you may use this
opportunity to develop one.

Step 2:
Conduct a situational analysis

Research and apply the weekly concepts to
your chosen product or service to complete a situational analysis and begin
developing your marketing plan. Analyze the company’s website, social media
outlets, and other external sources for information. You may want to interview
a company representative. Marketing plans based solely on information found on
the company’s website will be incomplete and unsatisfactory.

Marketing
Plan Slides

Use the
following outline to build your Marketing Plan.

•
Title Page

•
Table of Contents

•
Executive Summary

o
Create a high-level summary
of the plan’s content and purpose.

•
Description of
Product/Service

o
What is it, what does it do?

o Who owns it?

o
What Product Life Cycle stage
is it in?

•
Value Proposition

o
Why would a customer buy it?

o What is the value that
it delivers?

o Create
a 2-3 sentence value proposition statement encompassing information above. This
statement is used for marketing messaging campaigns.

•
Features and Benefits

o
Create a list of features and
benefit to customer.

©2015 Strayer University. All Rights
Reserved. This document contains Strayer University confidential and
proprietary information and may not be copied, further distributed, or
otherwise disclosed, in whole or in part, without the expressed written
permission of Strayer University. This course guide is subject to change based
on the needs of the class.

JWI 518: Marketing In
a Global Environment

Assignment 3

•
Target Markets

o
What markets are currently
targeted? What is recommended? (Support with research)

o What
approach is being taken (undifferentiated, differentiated, concentrated, or
micromarketing)?

•
Competitive Analysis

o
Who are major competitors –
pricing, features, benefits, differentiators, target markets?

o
Compare your product/service
to major competitors.

o Suggestion:
create a table with comparative competitive information (include your product
at the top); on the next slide, provide overview bullet points analyzing what
the comparative information shows.

•
SWOT Analysis

o
Refer to the SWOT analysis
instructions in your textbook.

•
Marketing Objectives

o What
are the current marketing objectives, or what are your suggested objectives?
(e.g. build brand awareness, increase market share, capture a new target
market, increase revenues, etc.)

•
Measure

o
How will your objectives be
measured?

•
Pricing Strategy

o
Identify the price for your
product/service.

o
Explain why the price better
supports the marketing objectives.

•
Target Markets

o
What are the target markets?
Explain.

o
Should current target markets
be expanded? Explain.

•
Distribution Strategy

o
Do you recommend direct
channel, indirect channel, or multiple channels?

o
Do you recommend intensive,
selective, or exclusive distribution and why?

•
Marketing Promotion (try to
use a combination of traditional and contemporary tools)

o
List promotion ideas that
support marketing objective(s).

o
Which tools will be used to
deliver promotion initiatives?

o
Align promotion initiatives
to appropriate target markets.

o
Which initiatives should be
included in each stage of the Product Life Cycle?

•
Budget

o
Estimate the cost of the
marketing campaign.

o
Create a marketing budget.
Allocate the appropriate cost to each initiative.

•
Reference Page

Grading
for this assignment will be based on the following grading criteria.

©2015 Strayer University. All Rights
Reserved. This document contains Strayer University confidential and
proprietary information and may not be copied, further distributed, or
otherwise disclosed, in whole or in part, without the expressed written
permission of Strayer University. This course guide is subject to change based
on the needs of the class.

JWI 518: Marketing In
a Global Environment

Assignment 3

Weight: 31%		Assignment 3: Marketing Plan
Criteria	Unsatisfactory	Low Pass	Pass	High Pass	Honors
1. Develop a	Did not submit or	A high-level	A high-level	A high-level	A high-level
high-level	incorrectly	overview is	overview is	overview is	overview is
overview of the	submitted the	included. The	included, but the	included that	included that
marketing plan.	high-level	objectives and	objective(s) or	clearly explains	exemplarily
Weight: 10%	overview. The	purpose are not	the purpose is	the purpose of the	explains the
	overview does	developed	not fully	marketing plan	purpose of the
	not include the	sufficiently or	developed or	and its	marketing plan
	purpose and	clearly.	clear.	objective(s).	and its
	objective(s).				objective(s).
2. Use research	Did not submit or	The situational	The situational	The key	The key
methods to	the situational	analysis	analysis includes	components of	components of
complete a	analysis is	includes some	all or most of the	the situational	the situational
marketing	incomplete. Many	or most of the	required	analysis are	analysis are
situational	important topics	topics. The	situational	reported,	reported,
analysis and	are absent and	topics provide a	analysis topics.	including the	including the
report the	sufficient detail is	basic overview	Some of the	product	product
pertinent	not provided for	but lack	topics are not	information, its	information, its
findings.	present topics.	pertinent	fully developed.	value proposition,	value
Weight: 30%		information.		features and	proposition,
				benefits,	features and
				competitive	benefits,
				analysis of the	competitive
				target markets,	analysis of the
				and a SWOT	target markets,
				analysis. Each	and a SWOT
				topic is fully	analysis. Each
				developed.	topic is
					exemplarily and
					concisely
					developed and
					supported by
					research.

©2015
Strayer University. All Rights Reserved. This document contains Strayer
University confidential and proprietary information and may not be copied,
further distributed, or otherwise disclosed, in whole or in part, without the
expressed written permission of Strayer University. This course guide is
subject to change based on the needs of the class.

JWI 518: Marketing In
a Global Environment

Assignment 3

Weight: 31%		Assignment 3: Marketing Plan
Criteria	Unsatisfactory	Low Pass	Pass	High Pass	Honors
3. Develop a	Did not submit or	The marketing	The marketing	A thoroughly	An exemplarily
marketing	incompletely	strategy is	strategy is	developed	developed
strategy based	developed a	partially	satisfactorily	marketing	marketing
on the situational	marketing	developed. It is	developed. The	strategy is	strategy is
analysis.	strategy based on	either missing	plan includes	present that	present that
Weight: 40%	the situational	key information,	each of the	defines the	clearly defines
	analysis. Many of	is not fully	topics:	objectives and	the objectives
	the topics are	supported by	objectives,	how they will be	and how they will
	absent, the	marketing	measurement of	measured. The	be measured.
	objectives are not	concepts, or	objectives,	plan includes a	The plan
	clear or not	does not align	pricing strategy,	pricing strategy,	includes a
	stated, and	to the situational	target markets,	identified target	pricing strategy,
	marketing	analysis and the	distribution	markets, a	identified target
	concepts do not	stated	strategy, a	distribution	markets, a
	support the	objectives.	marketing	strategy, and a	distribution
	strategy.		promotion plan,	marketing	strategy, and a
			and a budget.	promotion plan.	marketing
			Most, but not all,	The plan aligns	promotion plan.
			are fully	to the stated	The rationale for
			explained and/or	objectives.	each is
			some do not	Lastly, the	explained and
			clearly align with	marketing plan	aligns to the
			the stated	includes a budget	stated
			objectives. The	that estimates	objectives.
			marketing plan is	the total cost of	Lastly, the
			linked to the	the marketing	marketing plan
			situational	campaign and	includes a
			analysis and	allocates the	budget that
			incorporates	appropriate cost	estimates the
			some marketing	to each initiative.	total cost of the
			principles and	The marketing	marketing
			strategies.	plan is based on	campaign and
				the situational	allocates the
				analysis and	appropriate cost
				logically connects	to each initiative.
				the information to	The marketing
				marketing	plan is based on
				principles and	the situational
				strategies.	analysis and
					logically
					connects the
					information to
					marketing
					principles and
					strategies.

©2015
Strayer University. All Rights Reserved. This document contains Strayer
University confidential and proprietary information and may not be copied,
further distributed, or otherwise disclosed, in whole or in part, without the
expressed written permission of Strayer University. This course guide is
subject to change based on the needs of the class.

JWI 518: Marketing In
a Global Environment

Assignment 3

	Weight: 31%				Assignment 3: Marketing Plan
	Criteria		Unsatisfactory		Low Pass		Pass	High Pass		Honors
	4. The Marketing		The Marketing		The Marketing		The Marketing	The Marketing		The Marketing
	plan has a		Plan does not		Plan has		Plan has a	Plan has a		Plan is
	professional
		have a		inconsistencies		professional	professional		exemplary. It has
	appearance, is
		professional		in format,		appearance.	appearance. The		a professional
	framed
		appearance. It		information is		There are some	format is		appearance. The
	appropriately for
		has many		not easily		inconsistencies	consistent, easy		format is
	the target		inconsistencies in		absorbed, and		in format, some	to absorb, and		consistent, easy
	audience, and		format,		images are not		areas are difficult	includes		to absorb, and
	includes all		information is not		present or are		to absorb, and/or	professional		includes
	topics in the		easily absorbed,		not		some images do	images. The		professional
	outline.		and images are		professional.		not support the	target audience		images. The
	Weight: 10%		not present.		The target		message.	(an executive or		target audience
			The target		audience is		The target	investor		(an executive or
			audience is not		unclear and/or		audience is clear	audience) is		investor
			clear and the		the information		but the	evident in the		audience) is
					presentation, and		evident in the
			information is not		is not framed		information is not
					the content is		presentation and
			framed		purposefully for		always framed
					structured		the content is
			purposefully for		the audience.		purposefully for
			an executive or		Some of the		the audience.	specifically and		structured
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