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MKTG 522 Complete Course Project (Marketing Plan)

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Course Project - Final Marketing Plan Submission 1.0 Executive Summary

2.0 Situation Analysis

2.1 Market Summary 2.2 SWOT Analysis 2.3 Competition 2.4 Product (Service) Offering 2.5 Keys to Success 2.6 Critical Issues

3.0 Marketing Strategy

3.1 Mission 3.2 Marketing Objectives


3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix 3.8 Marketing Research

4.0 Controls

4.1 Implementation 4.2 Marketing Organization 4.3 Contingency Planning

5.0 Conclusion

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MKTG 522 Week 1 Course Project Marketing Plan Topic

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Course Project This week, you will begin working on your Marketing Plan that is due in Week 7. Click on the Marketing Plan tab in Course Home for the full details. Submit your Marketing Plan topic using the Marketing Plan Topic Form found in Doc Sharing. Please download and review the Marketing Plan Guide in Doc sharing prior to beginning your marketing plan. Also, see the Sonic Marketing Plan Example and Exercises in the Appendix of your Kotler textbook. The questions asked in the exercises may help you further develop your marketing plan.

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MKTG 522 Week 1 DQ 1 (Market Research)

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Name the six steps in the marketing research process as discussed in the Kotler text.


Why is it important to include all of these steps in the research process?

Why is the first step the most important?

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MKTG 522 Week 1 DQ 2 (Strategic Marketing Planning)

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Why is it important for a company to have a well written mission statement?

What key points do you think need to be included in the mission statement?

Should a mission statement also be a marketing tool?

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MKTG 522 Week 1-7 All DQs

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MKTG 522 Week 1 DQ 1 (Market Research) MKTG 522 Week 1 DQ 2 (Strategic Marketing Planning) MKTG 522 Week 2 DQ 1 (Consumer Buying Behavior) MKTG 522 Week 2 DQ 2 (Target Market Selection) MKTG 522 Week 3 DQ 1 (Branding) MKTG 522 Week 3 DQ 1 (Competitive Strategies) MKTG 522 Week 3 DQ 2 (Competitive Strategies) MKTG 522 Week 4 DQ 1 (Pricing Strategies) MKTG 522 Week 4 DQ 2 (Marketing of Services) MKTG 522 Week 5 DQ 1 (Channels of Distribution) MKTG 522 Week 5 DQ 2 (Retailing, Wholesaling, and Logistics) MKTG 522 Week 6 DQ 1 (Marketing Communications) MKTG 522 Week 6 DQ 2 (Advertising Effectiveness) MKTG 522 Week 7 DQ 1 (International Markets) MKTG 522 Week 7 DQ 2 (Ethics and Social Responsibility)


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MKTG 522 Week 1-7 Entire Course

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MKTG 522 Week 1 Course Project Marketing Plan Topic

MKTG 522 Week 2 Course Project Marketing Plan (Draft 1)

MKTG 522 Week 4 Course Project Marketing Plan (Draft 2)

MKTG 522 Week 6 Course Project Marketing Plan (Draft 3)

MKTG 522 Complete Course Project (Marketing Plan)

MKTG 522 Week 1 DQ 1 (Market Research)

MKTG 522 Week 1 DQ 2 (Strategic Marketing Planning)


MKTG 522 Week 2 DQ 1 (Consumer Buying Behavior)

MKTG 522 Week 2 DQ 2 (Target Market Selection)

MKTG 522 Week 3 DQ 1 (Branding)

MKTG 522 Week 3 DQ 1 (Competitive Strategies)

MKTG 522 Week 3 DQ 2 (Competitive Strategies)

MKTG 522 Week 4 DQ 1 (Pricing Strategies)

MKTG 522 Week 4 DQ 2 (Marketing of Services)

MKTG 522 Week 5 DQ 1 (Channels of Distribution)

MKTG 522 Week 5 DQ 2 (Retailing, Wholesaling, and Logistics)

MKTG 522 Week 6 DQ 1 (Marketing Communications)


MKTG 522 Week 6 DQ 2 (Advertising Effectiveness)

MKTG 522 Week 7 DQ 1 (International Markets)

MKTG 522 Week 7 DQ 2 (Ethics and Social Responsibility)

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MKTG 522 Week 2 Course Project Marketing Plan

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Course Project - Marketing Plan Submission #1 This week, your first draft of the Marketing Plan is due for review and feedback. For complete details, click on the Marketing Plan tab in Course Home and download the Marketing Plan Guide in Doc Sharing. In the first draft of your Marketing Plan, you will be providing your first draft, which includes Section 2.0 in your Marketing Plan. Please remember to go back and revise these sections based upon the grading feedback, the readings, lectures, and discussions throughout the course. 2.0 Situation Analysis


2.1 Market Summary 2.2 SWOT Analysis 2.3 Competition 2.4 Product (Service) Offering 2.5 Keys to Success 2.6 Critical Issues

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MKTG 522 Week 2 DQ 1 (Consumer Buying Behavior)

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What are some of the factors that influence consumers’ buying behavior? Have the purchasing habits of your parents and/or grandparents influenced your buying behavior? If you were to open your refrigerator and cupboards and compare the contents with those of your parents, would you find some brands in common?


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MKTG 522 Week 2 DQ 2 (Target Market Selection)

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What are some of the challenges faced by marketers as they attempt to define their target markets? How necessary is it to fine-tune your Marketing Plan so that your target market is clearly defined and measurable? Why is extensive research necessary for an accurate definition of a target market?

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MKTG 522 Week 3 Assignment Create the Value (2 Papers)

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This Tutorial contains 2 Papers


Week 3: Assignment Create the Value: Market Segmentation Analysis and a Value Proposition Your U.S.-based company has decided to explore the possibility of developing a business based on the organic farm concept Daylesford— developed by Lady Bamford—which is successful in the UK (daylesford.com). Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition. Your report should be about 1,000–1,250 words and include a minimum of three references. Please use the APA format for your paper and references. Please include the following sections. 1. Brief Description of the Daylesford Organic Farm Concept 2. Potential Market Segment Identify the characteristics of your potential target market in the United States. The figure from the Week 2 Lecture is helpful—you may also include other variables that you consider relevant. You also need to estimate the size of your target market and the revenue potential.

3. The Value Proposition


Describe the bundle of benefits and features that are offered to the target customer. Features are what the company offers and benefits are what the customer derives from these features. ·Functional benefits: What basic product features are offered? ·Emotional benefits: What features are offered that make the customer feel good? ·Self-expressive benefits: What features are offered that help reflect and communicate the customer’s values to everyone in the social environment? 4. Conclusions

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MKTG 522 Week 3 DQ 1 (Branding)

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Procter & Procter & Gamble (P&G) perhaps epitomizes the ability to create highly successful brands and marketing efforts. Read the Breakthrough Marketing case study about Procter & Gamble on page 269 in chapter 9 of your e-text.


Given our study through the first three weeks, to what do you attribute P&G's success and its ability to continually grow its business? Were you to project into the future, what recommendations would you make to P&G marketing executives, especially as to where the company might be vulnerable?

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MKTG 522 Week 3 DQ 2 (Competitive Strategies)

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As part of the Marketing Mix, PRICE, P, is important to the marketer. Yet when we look at price, it is more than just a dollar figure. What does price represent to the consumer? What does price represent to the marketer?

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MKTG 522 Week 4 Course Project Marketing Plan

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Course Project - Marketing Plan Submission #2 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets This week, your second draft of the Marketing Plan is due for review and feedback. For complete details, click on the Marketing Plan tab in Course Home and download the Marketing Plan Guide in Doc Sharing. In the second draft of your Marketing Plan, you will be adding the first four parts of Section 3.0 to the working copy of your Marketing Plan. Please remember to go back and revise each of these sections based upon the grading feedback, and the readings, lectures, and discussions throughout the course. Submit only these sections due for review.

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MKTG 522 Week 4 DQ 1 (Pricing Strategies)

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As part of the Marketing Mix, PRICE, P, is important to the marketer. Yet when we look at price, it is more than just a dollar figure. What does price represent to the consumer? What does price represent to the marketer?

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MKTG 522 Week 4 DQ 2 (Marketing of Services)

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How is the marketing of services different than the marketing of a product? What are the challenges of marketing a service? How is marketing shoes different from marketing shoe repair?

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MKTG 522 Week 5 Deliver the Value IKEA Case Study (3 PPT)

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This Tutorial contains 3 PPT/Tutorials

Week 5 Assignment Your assignment this week is to review the IKEA Case Study below. While reviewing it, consider it as background information for your upcoming presentation to the IKEA Senior Management Team. More details on your upcoming PowerPoint presentation to the management team are provided at the end of the case study guidelines. Deliver the Value: IKEA Case Study IKEA is a Swedish-owned global business founded in 1943. The business generates annual revenues of 27 billion euros and employs 139,000 people in 298 stores and 26 countries. The values and design philosophy of the founder continue to underpin the brand. These values might be summed up as frugal, democratic, environmentally aware, and design oriented. IKEA has become synonymous with Swedish lifestyle. The stores are virtually identical across the globe and sell a range of globally sourced flat-packed furniture products as well as a range of related furnishings for the home—the stores offer customers a Swedish experience by incorporating restaurants and a variety of customer services intended to simplify the shopping process (e.g., childcare). What is interesting about IKEA is that customers have become a significant part of the value creating process—customers play a key role in terms of logistics and in production. By performing the assembly of the flat-packed furniture, customers complete the final stages in the production process. In terms of logistics, the customer “moves” goods


from warehouse-style storage through the checkout, and then transports the goods home. The trade-off for the consumer is lower prices and immediate gratification—furniture is typically sold using just in time (JIT) inventory management, which means that once a customer has placed an order, the furniture then goes into production and is delivered to the customer’s home some 3–4 months later. IKEA’s senior management has in the past pursued an aggressive expansion policy, but management is currently changing direction, adopting a slower rate of expansion and investing in existing stores. The company plans to increase sales by 10% a year to 2020, thereby doubling annual sales revenues. Management is concerned about how expansion in the BRIC countries, particularly India and China, is pursued. There are fears about preserving the company’s culture in these huge markets (Milne, 2013). Sources: Milne, R. (2013, September 1). Ikea signals slower expansion.Financial Times. What do you think? What would you do? What problems do you foresee and how will this impact IKEA’s Swedish concept? Please recommend a marketing solution that will help IKEA achieve growth in either India or China based on your understanding of the place P and how delivering the value is evolving. Please use the case study guidelines below to perform a brief analysis, identify the problem, suggest alternative solutions, and make recommendations for the implementation of the solution that you believe is the best fit. Case Study Guidelines


1.Analysis of the Current Situation—The proper context must be established for the case analysis. Please provide a SWOT analysis in a SWOT box. ·Research: Identify the key environmental factors such as industry trends, level of competitiveness, customer perceptions, legal considerations, and evolving technology at the outset of the analysis. ·Summarize the key aspects of the internal environment of the firm in terms of strengths and weaknesses and the external environment in terms of opportunities and threats to the firm in your SWOT box. 2.The Target Market—Identify your target market: Who is your target customer? In terms of demographics and lifestyle, what aspects of consumer behavior provide insights into this group of customers? 3.The Problem—Identification of key problem(s). It is easy to identify symptoms of problems while failing to identify the real problems. For example, declining sales may be identified as a problem, when the decline is only symptomatic of more complex problems that are harder to observe. Make a clear distinction between what is identified as the problem and the symptoms of the problems. 4.Alternative Solutions—Identify and evaluate alternatives. Develop reasonable alternatives and evaluate them in terms of feasibility, projected costs advantages, disadvantages, and potential short-term and long-term consequences. 5.Recommended Course of Action—Select a course of action and provide the appropriate strategies and tactics to accomplish the chosen course. Justify your choice in terms of your analysis. As most practitioners know, charting a course of action can be a difficult job, but implementation is the true challenge. Produce a workable action plan


that would have a reasonable probability of success in the implementation phase. This assignment will be a presentation using PowerPoint. Develop a set of at least five (5) PowerPoint slides to present the findings of your analysis. Some additional research is expected. The IKEA website is highly informative. Use APA format and include an additional slide with your sources. Assume that your analysis will be presented to the IKEA senior management team and that your job depends on it!

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MKTG 522 Week 5 DQ 1 (Channels of Distribution)

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As part of the Marketing Mix, Place, or Channels of Distribution, is important to understand. What is the difference between Direct channels of distribution and Indirect channels of distribution?

It has been said that "channels of distribution may be the best opportunity for a sustained competitive advantage." Based on your Kotler text, would you agree or disagree? Why?


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MKTG 522 Week 5 DQ 2 (Retailing, Wholesaling, and Logistics)

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Describe Market Logistics. What are some of the steps necessary for market logistics planning? Please provide an example.

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MKTG 522 Week 6 Assignment Communicate the Value (2 Papers)

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This Tutorial contains 2 Papers

Week 6 Assignment: Communicate the Value


Communicate the Value: Integrated Marketing Communications Brief Please select a brand that has a brand problem. For example, recent player legal troubles have been a problem for the NFL brand. Another example is the Bonefish Grill, the country’s second largest seafood chain after Red Lobster. Although their check average is more than $3.00 less than Red Lobster, many consumers see that brand as “expensive”. You job is to develop an IMC brief. This deliverable will be used to instruct an external company that will be hired to develop an integrated marketing communications (IMC) campaign for your company. Your deliverable will be presented in four to five page paper and will follow APA6 formatting guidelines including a cover page and reference page (Those two pages are included in the page count. Therefore, only two to three pages of actual content is needed). IMC Brief The brief should be a concise word document that answers each of these questions. Make sure to answer each question as the information is critical to help guide the creative team that will formulate the IMC campaign. Why are we developing a new IMC campaign? ·What is the problem? ·What is our objective (quantified)? Who is the target customer? ·Who are we trying to reach? What are the characteristics of the target market? What is the message?


How does our target currently perceive us? How would we like the target to perceive us? ·What is the most persuasive idea we want to convey? ·What creative guidelines do we have to consider (e.g., logo, font, corporate colors)? When will the message be delivered? ·What timeframe are we looking at for development and delivery? Where will the message be delivered? Which media will provide the most effective communications mix?

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MKTG 522 Week 6 Course Project Marketing Plan

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Course Project - Marketing Plan Submission #3 3.5 Positioning 3.6 Strategies 3.7 Marketing Mix


3.8 Marketing Research

This week, your third draft of the Marketing Plan is due for review and feedback. For complete details, click on the Marketing Plan tab in Course Home and download the Marketing Plan Guide in Doc Sharing. In the third draft of your Marketing Plan, you will be providing your second draft, which includes Section 3.0 in your Marketing Plan. Please remember to go back and revise these sections based upon the grading feedback, the readings, lectures, and discussions throughout the course.Submit only these sections due for review.

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MKTG 522 Week 6 DQ 1 (Marketing Communications)

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Describe Integrated Marketing Communications (IMC). Why is it so important in the 21st century for marketers to embrace this? What are some of the concerns of the marketer when it comes to creating an IMC approach via the promotional mix components of advertising, public relations, sales promotion, direct marketing, and personal selling?


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MKTG 522 Week 6 DQ 2 (Advertising Effectiveness)

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Select an advertisement to which you have recently been exposed. It can be in any paid communications medium, such as TV, radio, newspaper, or magazine. The ad that you select should be one to which others in the class can easily relate, such as Verizon's "Can you hear me now?" ads or the Aflac ad (with the white duck that squawks "AFFFFLAAAAAAAC!")

Evaluate the ad from a consumer perspective. Why do you feel the ad was created in the first place? What is the MESSAGE that the ad is attempting to communicate? What do you see as this ad's major strengths or weaknesses? Do you think the ad was a success?

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MKTG 522 Week 7 Course Project Marketing Plan (5 Projects)

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This Tutorial contains 5 Projects

Project 1: A Sister Can Fix It Upholster Shop Project 2: Wall Street Bar Project 3: Pasta Restaurant Project 4: Louis Vuitton Project 5: Cheesecake Factory

The Course Project will involve you in developing an integrated marketing communications (IMC) plan for a brand of your choice. Integrating marketing communications entails identifying a brand message and then conveying that brand message through a series of touch points that are relevant to the target customer. The figure presented in the Week 1 Lecture captures the steps involved in developing an IMC plan—the brand is the central concern around which the IMC plan is developed. Early in the process, we establish who the customer is, what the customer wants, where the customer is, and then we think about how we will reach the customer in the space they are in,


with what message, and which media. Please note, this is not a marketing plan or a business plan. The IMC plan focuses on the what we traditionally refer to as the promotion P, and what we are now viewing as communicating the value. The objectives of this project are to 1.demonstrate a good understanding of a typical marketing problem, through a clear identification of the problem and careful analysis; 2.apply marketing concepts associated with branding and communications; 3.implement steps that are sufficiently clear and detailed for effective execution; and (Would your plan work?) 4.present your work in clear, compelling, and relevant documents. Guidelines Back to Top Select a brand that you feel passionate about. You are going to live with it for the next 2 months. You might select a brand that you can see has an obvious problem that can be helped by an IMC. For example, the brand may be organic but nobody that matters knows this, and because this is a growing market, there may be considerable growth potential that could be realized with a campaign that creates awareness, interest, desire, and gets action. Follow the process presented in the Week 1 Lecture carefully. Give extensive thought to your topic proposal, which can be downloaded from Doc Sharing, and complete this in Week 1. Use the brand anal


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MKTG 522 Competitive Success--snaptutorial.com  

Course Project - Final Marketing Plan Submission 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2.2 SWOT Analysis 2.3 C...

MKTG 522 Competitive Success--snaptutorial.com  

Course Project - Final Marketing Plan Submission 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market Summary 2.2 SWOT Analysis 2.3 C...

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