Assignment 2: Part B: Your Marketing Plan
Assignment 2: Part B: Your Marketing Plan
Due Week 8 and worth 400 points
For this assignment, you will include Part A of your marketing plan which has addressed the feedback from your professor. You will also need Steps 5-7 of the Interactive Marketing Plan, which you have completed within the course shell. In this final assignment, you will compile the previous assignment, addressing the feedback from your professor, as well as adding the marketing strategies.
Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.
Write an eighteen to twenty (18-20) page paper in which you:
- Revise your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan.
- Develop your company’s mission statement and company introduction.
- Develop the company’s branding, pricing, and distribution plan.
- Provide the following marketing strategy information:
- Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses.
- Develop the differentiation strategy in relation to the closest competitor.
- Establish whether the company’s intention is to be a leader or follower within the industry.
- Assess the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy.
- Predict the most significant trend to impact the business. Formulate a strategy for the company to minimize or capitalize on this trend.
- Construct an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Include a timetable for completion of each component of your strategy.
- Develop a five (5) year expansion plan that includes future profitability and market share growth. Include necessary graphs to explain your plan.
- Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
- Choose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Justify your choices.
- Assess the potential for your company’s overall performance in relation to the marketing plan objectives.
- Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy.
- Use at least five (5) academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not quality 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 integrated marketing communications and its relationship to advertising strategy.
- Develop strategies to assess performance and achieve marketing goals.
- Design customer satisfaction evaluation processes and quality assurance measurements.
- Evaluate marketing research tools involved in the marketing process.
- Create an effective marketing plan.
- Use technology and information resources to research issues in marketing management.
- Write clearly and concisely about marketing management using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric.
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Points: 400 |
Assignment 2: Part B: Your Marketing Plan |
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Criteria |
Unacceptable Below 70% F |
Fair 70-79% C |
Proficient 80-89% B |
Exemplary 90-100% A |
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1. Revise your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan. Weight: 5% |
Did not submit or incompletely revised your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan. |
Partially revised your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan. |
Satisfactorily revised your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan. |
Thoroughly revised your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan. |
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2. Develop your company’s mission statement and company introduction. |
Did not submit or incompletely developed your company’s mission statement and company introduction. |
Partially developed your company’s mission statement and company introduction. |
Satisfactorily developed your company’s mission statement and company introduction. |
Thoroughly developed your company’s mission statement and company introduction. |
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3. Develop the company’s branding, pricing, and distribution plan. Weight: 5% |
Did not submit or incompletely developed the company’s branding, pricing, and distribution plan. |
Partially developed the company’s branding, pricing, and distribution plan. |
Satisfactorily developed the company’s branding, pricing, and distribution plan. |
Thoroughly developed the company’s branding, pricing, and distribution plan. |
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4a. Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses. Weight: 5% |
Did not submit or incompletely classified the company’s major competitors as inter- or intra-competitors. Did not submit or incompletely categorized the competitors’ major strengths and weaknesses. |
Partially classified the company’s major competitors as inter- or intra-competitors. Partially categorized the competitors’ major strengths and weaknesses. |
Satisfactorily classified the company’s major competitors as inter- or intra-competitors. Satisfactorily categorized the competitors’ major strengths and weaknesses. |
Thoroughly classified the company’s major competitors as inter- or intra-competitors. Thoroughly categorized the competitors’ major strengths and weaknesses. |
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4b. Develop the differentiation strategy in relation to the closest competitor. Weight: 5% |
Did not submit or incompletely developed the differentiation strategy in relation to the closest competitor. |
Partially developed the differentiation strategy in relation to the closest competitor. |
Satisfactorily developed the differentiation strategy in relation to the closest competitor. |
Thoroughly developed the differentiation strategy in relation to the closest competitor. |
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4c. Establish whether the company’s intention is to be a leader or follower within the industry. Weight: 5% |
Did not submit or incompletely established whether the company’s intention is to be a leader or follower within the industry. |
Partially established whether the company’s intention is to be a leader or follower within the industry. |
Satisfactorily established whether the company’s intention is to be a leader or follower within the industry. |
Thoroughly established whether the company’s intention is to be a leader or follower within the industry. |
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4d. Assess the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy. Weight: 6% |
Did not submit or incompletely assessed the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy. |
Partially assessed the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy. |
Satisfactorily assessed the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy. |
Thoroughly assessed the level of impact that the salient macro-environmental issues (e.g., legal, technological, social, and economic, etc.) and trends with which the company must contend could potentially have on the company’s marketing strategy. |
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4e. Predict the most significant trend to impact the business. Formulate a strategy for the company to minimize or capitalize on this trend. Weight: 6% |
Did not submit or incompletely predicted the most significant trend to impact the business. Did not submit or incompletely formulated a strategy for the company to minimize or capitalize on this trend. |
Partially predicted the most significant trend to impact the business. Partially formulated a strategy for the company to minimize or capitalize on this trend. |
Satisfactorily predicted the most significant trend to impact the business. Satisfactorily formulated a strategy for the company to minimize or capitalize on this trend. |
Thoroughly predicted the most significant trend to impact the business. Thoroughly formulated a strategy for the company to minimize or capitalize on this trend. |
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5. Construct an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Include a timetable for completion of each component of your strategy. Weight: 6% |
Did not submit or incompletely constructed an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Did not submit or incompletely included a timetable for completion of each component of your strategy. |
Partially incompletely constructed an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Partially included a timetable for completion of each component of your strategy. |
Satisfactorily incompletely constructed an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Satisfactorily included a timetable for completion of each component of your strategy. |
Thoroughly incompletely constructed an implementation strategy for your hypothetical company in which you specify the essential activities and responsibilities. Thoroughly included a timetable for completion of each component of your strategy. |
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6. Develop a five (5) year expansion plan that includes future profitability and market share growth. Include necessary graphs to explain your plan. Weight: 6% |
Did not submit or incompletely developed a five (5) year expansion plan that includes future profitability and market share growth. Did not submit or incompletely included necessary graphs to explain your plan. |
Partially developed a five (5) year expansion plan that includes future profitability and market share growth. Partially included necessary graphs to explain your plan. |
Satisfactorily developed a five (5) year expansion plan that includes future profitability and market share growth. Satisfactorily included necessary graphs to explain your plan. |
Thoroughly developed a five (5) year expansion plan that includes future profitability and market share growth. Thoroughly included necessary graphs to explain your plan. |
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7. Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools. Weight: 4% |
Did not submit or incompletely specified two (2) social media and / or media tools that you would use as you develop your plan. Did not submit or incompletely justified each of your chosen tools. |
Partially specified two (2) social media and / or media tools that you would use as you develop your plan. Partially justified each of your chosen tools. |
Satisfactorily specified two (2) social media and / or media tools that you would use as you develop your plan. |
Thoroughly specified two (2) social media and / or media tools that you would use as you develop your plan. Thoroughly justified each of your chosen tools. |
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8. Choose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Justify your choices. Weight: 5% |
Did not submit or incompletely chose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Did not submit or incompletely justified your choices. |
Partially chose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Partially justified your choices. |
Satisfactorily chose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Satisfactorily justified your choices. |
Thoroughly chose two (2) performance standards, two (2) monitory methods, and two (2) financial controls that you would implement that differ from the standards that you had provided in Assignment 1. Thoroughly justified your choices. |
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9. Assess the potential for your company’s overall performance in relation to the marketing plan objectives. Weight: 6% |
Did not submit or incompletely assessed the potential for your company’s overall performance in relation to the marketing plan objectives. |
Partially assessed the potential for your company’s overall performance in relation to the marketing plan objectives. |
Satisfactorily assessed the potential for your company’s overall performance in relation to the marketing plan objectives. |
Thoroughly assessed the potential for your company’s overall performance in relation to the marketing plan objectives. |
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10. Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy. Weight: 6% |
Did not submit or incompletely suggested the integrated marketing communications that are most relevant for your marketing plan. Did not submit or incompletely related each marketing communication to your company’s advertising strategy. |
Partially suggested the integrated marketing communications that are most relevant for your marketing plan. Partially related each marketing communication to your company’s advertising strategy. |
Satisfactorily suggested the integrated marketing communications that are most relevant for your marketing plan. Satisfactorily related each marketing communication to your company’s advertising strategy. |
Thoroughly suggested the integrated marketing communications that are most relevant for your marketing plan. Thoroughly related each marketing communication to your company’s advertising strategy. |
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11. 5 references Weight: 5% |
No references provided |
Does not meet the required number of references; some or all references poor quality choices. |
Meets number of required references; all references high quality choices. |
Exceeds number of required references; all references high quality choices. |
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12. Writing Mechanics, Grammar, and Formatting Weight: 5% |
Serious and persistent errors in grammar, spelling, punctuation, or formatting. |
Partially free of errors in grammar, spelling, punctuation, or formatting. |
Mostly free of errors in grammar, spelling, punctuation, or formatting. |
Error free or almost error free grammar, spelling, punctuation, or formatting. |
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13. Appropriate use of APA in-text citations and reference section Weight: 5% |
Lack of in-text citations and / or lack of reference section. |
In-text citations and references are provided, but they are only partially formatted correctly in APA style. |
Most in-text citations and references are provided, and they are generally formatted correctly in APA style. |
In-text citations and references are error free or almost error free and consistently formatted correctly in APA style. |
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14. Information Literacy / Integration of Sources Weight: 5% |
Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations. |
Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing.
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Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing. |
Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing. |
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15. Clarity and Coherence of Writing Weight: 5% |
Information is confusing to the reader and fails to include reasons and evidence that logically support ideas |
Information is partially clear with minimal reasons and evidence that logically support ideas |
Information is mostly clear and generally supported with reasons and evidence that logically support ideas
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Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas |
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