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Assignment 1: Part A: Your Marketing Plan (Marketing Plan For a Daycare)Due Week 4 and worth 200 points At the end of this course, you will have created a marketing plan for a hypothetical product-ba
Assignment 1: Part A: Your Marketing Plan (Marketing Plan For a Daycare)
Due Week 4 and worth 200 points
At the end of this course, you will have created a marketing plan for a hypothetical product-based company. Each assignment focuses on a different section of the overall marketing plan. For Assignment 1, you will compile information on the company’s background information, an environmental analysis, your company’s short and long-term goals, and a SWOT analysis.
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Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.
Write a five to six (5-6) page paper in which you:
- Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides.
- Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.
- Determine the primary and secondary target markets for your company. Next, analyze the primary and secondary target markets that you identified for your company. Be sure to cover the 4Ps, 5Cs and STP.
- Decide the main goals that you would like to achieve within the next year (short term) and the main goals that you would like to achieve within the next five (5) years (long term). Determine the most appropriate ways to measure both short- and long-term goals. Note: Consider the following metrics: tracking downloads of Website content, Website visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.
- Develop both a SWOT analysis and needs analysis for your product. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.
- Use at least four (4) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
- Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
- Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
- Develop strategies to assess performance and achieve marketing goals.
- Examine the marketing science of customer behavior and products in the marketing exchange process, and create dynamic strategies for competing.
- Evaluate target customer segments and positioning products within these segments.
- Use technology and information resources to research issues in marketing management.
- Write clearly and concisely about marketing management using proper writing mechanics.
Positioning Statement and MottoClick here and for a step by step video tutorial on this assignment.In this assignment, you will create a Positioning Statement and Motto for Sony.Select only one (1) br
Positioning Statement and Motto
In this assignment, you will create a Positioning Statement and Motto for Sony.
Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.
- Option D
Sony
Sony’s Vision StatementWith regard to its corporate vision, Sony states, “Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can.” In this vision, emphasis is on the concept of kando. The following components are present in Sony Corporation’s vision statement:
- Deliver kando
- Use our passion for technology, content and services
- Ways that only Sony can
Sony’s Mission StatementSony’s corporate mission is to be “a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.” The mission highlights the importance of kando and what it does for customers. Sony’s mission statement has the following components:
- Provides customers with kando
- Inspires and fulfills their curiosity
MUST USE FORMAT BELOW TO COMPLETE ASSIGNMENT:
Use the provided information, as well as your own research, to assess one (1) of the stated brand (Sony) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Sony):
1. Target Customers/Users
Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did.
Age Bracket: [Insert response]
Gender: [Insert response]
Income Bracket: [Insert response]
Education Level: [Insert response]
Lifestyles: [Insert response]
Psychographics: [Insert response]
Values: [Insert response]
Other items you would segment up on: [Insert response]
How could/does the company reach its customers/users? What methods and media might and/or does the company use to reach the customers/users? Make sure you list the media type and why you think it will reach the customers.
[Insert response]
What would grab the customers/users’ attention? Why do you think this will capture their attention?
[Insert response]
What do these target customers’ value? Why do you think they value these items?
[Insert response]
2. Competitors
Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.
Competitor 1: [Insert response]
Competitor 2: [Insert response]
Competitor 3: [Insert response]
What product category does the brand fit into? Why have you placed this brand into the product category that you did?
[Insert response]
What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to?
[Insert response]
3. USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition? Why have you decided upon this particular USP?
Unique Selling Proposition: [Insert response]
What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?
[Insert response]
What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?
[Insert response]
What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?
[Insert response]
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto. Discuss why you created the items that you did?
· BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
· BMW Motto: BMW is the ultimate driving machine.
[Insert response]
Principles of Marketing Wk.3: Target Market Segmentation
Principles of Marketing Wk.3: Target Market Segmentation