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Journal entry- As we begin this course, discuss your perception of the marketing discipline. Next, as you reflect on your week, think of an organization that personally caught your attention as a consumer because they did a great job or a poor job of mark

As we begin this course, discuss your perception of the marketing discipline. Next, as you reflect on your week, think of an organization that personally caught your attention as a consumer because they did a great job or a poor job of marketing. Discuss what the organization did in the way of marketing that caught your attention. Your journal entry must be at least 200 words. No references or citations are necessary.

Unit II Essay Marketing Plan: Part I Throughout this course, you will compile a comprehensive marketing plan using one of the product/service scenarios listed below. (Note: You will use the same scenario throughout the course.) This scenario will be the b

Unit II Essay

Marketing Plan: Part I

Throughout this course, you will compile a comprehensive marketing plan using one of the product/service scenarios listed below. (Note: You will use the same scenario throughout the course.) This scenario will be the basis of your start-up company and will be the catalyst for the three parts of the marketing plan that you will compose in Units II (Part I), IV (Part II), and VII (Part III). The company that you choose to submit a marketing plan for is a fictional start-up company (not an existing company).

Scenarios for your start-up company are explained below. (Note that these descriptions are basic, and you will need to be creative and develop the business idea/model for your selected scenario.)

Scenario #1

Travel Supreme is a start-up travel organization with the mission of assisting customers with travel planning. While today’s customers enjoy developing their vacations themselves, Travel Supreme believes there are travel services that are still in demand. Initial research needs to develop what types of travel services are in demand by this target market.

Scenario #2

IT to Seniors is a start-up company interested in ensuring a positive experience for seniors (65 and older) with respect to the use of technological gadgets, software, the Internet, and/or any additional aspects of technology. Initial research will provide an idea of the business model that would be in most demand for this target market.

Scenario #3

Galaxy Restaurant is a start-up restaurant developed with the idea of providing the customer with a unique dining experience. This could extend from the product offering, service offering, atmosphere, or a host of other unique experiences. Initial research will provide an idea of what this unique dining experience would look like.

Scenario #4

Women on the Go is a startup company targeted at women who need assistance with the selection and purchasing of their clothing/accessories. This service is aimed at the more affluent customer who simply does not have the time and/or knowledge to dress to the business or social setting that they are expected to fulfill. Initial research will provide insight into the types of services that this particular target market would be interested in.

Remember to choose one of the aforementioned scenarios to use for the entire course. Submissions will be completed in Units II, IV, VI, and VII and, together, will comprise a full marketing plan. While this is a cumulative marketing plan, submit only the designated unit’s work.

This unit’s submission should consist of the items listed below.

Include an introduction/overview of the company.

This section of the marketing plan should introduce the company and business model along with a brief description of the products/services.

Discuss market research strategies.

This section of the marketing plan should discuss the research strategies that will be used by your company to understand the target market(s), industry, competition, and/or any other aspects of the company that will provide valuable insight into profitable operations.

Describe the macro environment through a political, economic, social, and technological (PEST) analysis.

In this section, you will compile a PEST analysis of your company. You will analyze how the changes in the macro environment as described in the PEST will impact the company and, specifically, the marketing decisions.

The format of the submission should be in essay format using subheadings. Use APA format. Additionally, you need to include a minimum of five sources, three of which must be peer-reviewed, academic sources that are no more than 5 years old. The submission should be a minimum of three pages in length (not counting the title and reference pages).

Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you researc

Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.

Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.

Option 1: Nike (pp. 30–31)

  1. How has the industry in which Nike resides been doing over the last 5 years?

  2. What are the pros, cons, and risks associated with Nike’s core marketing strategy? How have they managed to

    develop a strong customer relationship with their target market?

  3. Who are the top three competitors of Nike, and what are their advantages/disadvantages with respect to their

    product/service development?

  4. Looking at the competitors you discussed in question #3, what would you recommend as being the next steps for

    these competitors and subsequently the next steps for Nike to combat these competitors?

Option 2: Cisco (pp. 58–59)

  1. How is building a brand in a business-to-business (B2B) context different than that of a business-to-consumer (B2C) market? How has Cisco managed to develop a strong customer relationship with their target market?

  2. How has the industry in which Cisco resides been doing over the last 5 years?

  3. Who are the top three competitors of Cisco, and what are their advantages/disadvantages with respect to their

    product/service development?

  4. Is Cisco’s plan to reach out to consumers a viable one? Why, or why not? As a marketing manager for Cisco, what

    would you recommend to be the next steps?

Option 3: Intel (pp. 59–60)

  1. Discuss how Intel changed ingredient-marketing history. What did it do so well in those initial marketing campaigns? How did Intel manage to develop a strong customer relationship with their target market?

  2. How has the industry in which Intel resides been doing over the last 5 years?

  3. Who are the top three competitors of Intel, and what are their advantages/disadvantages with respect to their

    product/service development?

  4. Evaluate Intel’s greatest risks and strengths as the industry moves out of the personal computer (PC) era. Identify the

    next steps that Intel needs to employ in order to maintain its competitive advantage.

In formatting your case analysis, do not use the question-and-answer format; instead, use an essay format with subheadings. Your APA-formatted case study should be a minimum of 500 words in length (not counting the title and reference pages). You are required to use a minimum of three peer-reviewed, academic sources that are no more than 5 years old (one may be your textbook). All sources used, including the textbook, must be referenced; paraphrased material must have accompanying in-text citations.