Reference no: EM132682893
Assignment: Prior to beginning work on this assignment,
Read: • Chapter 9: Managing the Marketing Effect, Sections 9.1 and 9.2 of the course text, Principles of Marketing
Watch: • How to Use SWOT Analysis.
• The Five Competitive Forces That Shape Strategy.
This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week 5.
Using the company you selected for your marketing manager internship, you will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against.
• Describe the selected company and it's brand. Include a brief history of the company.
• List the core products and services the company offers.
• Identify the key current competitors.
• Complete a SWOT Analysis
• Propose the product or service line you want to develop a marketing plan for.
• Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
• Describe the core product, extended product, and the product concept.
• Explain how you plan to achieve competitive differentiation through creating customer value in four areas: branding, packaging, support, and quality.
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