Marketing plan

What is the actual competition in your local operating area? Is competition on the rise or fall? How will this affect your business? Do you have internet competition?

Look at the average income for your operating region. Is the average income rising or falling? How will this affect your business? Is your community in a recession or an expansion? Are there any economic tax breaks the local governing giving your local government is offering to start up a business there?

What items are being tossed around politically that could affect you? For example, what about the Obama Care and Affordable Health Care Act, will that affect your business? Also, what about the latest student tuition debt recovery act and the homeowners mortgage bailout act, will those affect your business? What about the increase in political issues of Patents and Copyright infringement and software piracy and the prevention of it?

What legal laws will you have to follow, such as copyright, trademarks, and patents?

Will you utilize a website or social media networks? If so, how and why? What about ordering of supplies and distribution to the customer? What other technologies could you utilize?

What are industry averages that show the use of calendar based software is on the rise? What about the amount of people using their phones build in calendar functions? Will that affect your business?

Your Environmental Analysis section is a bit short. You are to thoroughly conduct an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces. Take a look at the Week 3 Discussion Board. Inside the Marketing Plan Discussion Thread I have PowerPoint that is on the Environmental Analysis. Inside, it lists examples of items that will go in each section of the analysis. You will need to beef this analysis up to get full points in the Week 8 Submission. I left notes under each heading.

Your Target Market section is a bit short. You were to thoroughly specify the primary and secondary target markets for your company. Thoroughly cover the 4Ps, 5Cs and STP. You are to decide on which audience, out of all potential audience members and which segment, out of all identified segments that you will target specifically. The actual target within the specified segments. You need to look at the $ amount on income and spending money your target market has, how likely they are to use your business, education level, geographic location, etc. Be specific as to why you chose this specific target market. How will the price, product, place, and promotion, as well as, how the company, competitors, collaborators and context affect the customers.

Great job on your Performance Analysis section! You need to discuss why you chose each of these analysis and how you will use them to better your business.

You need to discuss why you categorized each as you did and then generate some ideas on how to use your strengths to overcome your weaknesses and use the opportunities to compensate for the threats.

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 quality as academic resources.

Your Reference page should be on a separate page, to do this, at the last line of text hit CTRL and ENTER on your keyboard to create a hard page break.

New Assignment: Marketing Plan B

From the start of this course, you have accessed the Interactive Marketing Plan tool and used the step-by-step guide to complete Part B of your marketing plan. You are required to submit a marketing plan for a hypothetical product-based company. Your plan must include the company’s mission, introduction and branding, and information collected from Step 5 of the Interactive Marketing Plan, located in the course shell. Note: Some elements may not be covered in the Interactive Marketing Plan and will require additional research.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a Three page paper in which you:

Revise your executive summary from Assignment 1, based on feedback from your instructor.
Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
Develop a marketing strategy for your product and determine an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response.
Develop a positioning statement which should include, at a minimum, a benefit, user, competitive, or innovative statement about your product. Provide a rationale for your time frame for execution of your positioning statement.
Examine the relevant marketing science of customer behavior for your product.
Develop your company’s mission statement and company introduction.
Use at least three (3) 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.

Grading Rubric

Points: 240	Assignment 2: Part B: Your Marketing Plan
Criteria	Unacceptable Below 70% F	Fair 70-79% C	Proficient 80-89% B	Exemplary 90-100% A
1. Revise your executive summary from Assignment 1, based on feedback from your instructor. Weight: 10%	Did not submit or incompletely revised your executive summary from Assignment 1, based on feedback from your instructor.	Partially revised your executive summary from Assignment 1, based on feedback from your instructor.	Satisfactorily revised your executive summary from Assignment 1, based on feedback from your instructor.	Thoroughly revised your executive summary from Assignment 1, based on feedback from your instructor.
2. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. Weight: 15%	Did not submit or incompletely developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.	Partially developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.	Satisfactorily developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.	Thoroughly developed a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
3. Develop a marketing strategy for your product and determine an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response. Weight: 15%	Did not submit or incompletely developed a marketing strategy for your product and did not submit or incompletely determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Did not submit or incompletely provided a rationale for your response.	Partially developed a marketing strategy for your product and partially determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Partially provided a rationale for your response.	Satisfactorily developed a marketing strategy for your product and satisfactorily determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Satisfactorily provided a rationale for your response.	Thoroughly developed a marketing strategy for your product and thoroughly determined an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Thoroughly provided a rationale for your response.
4. Develop a positioning statement which should include, at a minimum, a benefit, user, competitive, or innovative statement about your product. Provide a rationale for your time frame for execution of your positioning statement. Weight: 15%	Did not submit or incompletely developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Did not submit or incompletely provided a rationale for your time frame for execution of your positioning statement.	Partially developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Partially provided a rationale for your time frame for execution of your positioning statement.	Satisfactorily developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Satisfactorily provided a rationale for your time frame for execution of your positioning statement.	Thoroughly developed a positioning statement which included, at a minimum, a benefit, user, competitive, or innovative statement about your product. Thoroughly provided a rationale for your time frame for execution of your positioning statement.
5. Examine the relevant marketing science of customer behavior for your product. Weight: 10%	Did not submit or incompletely examined the relevant marketing science of customer behavior for your product.	Partially examined the relevant marketing science of customer behavior for your product.	Satisfactorily examined the relevant marketing science of customer behavior for your product.	Thoroughly examined the relevant marketing science of customer behavior for your product.
6. Develop your company’s mission statement and company introduction. Weight: 10%	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.
7. 3 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.
8. 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.
9. 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.
10. 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.	Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing.	Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.
11. 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	Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas

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Executive summary revision

A marketing plan is a direly important part of a business. It is the plan that gives a forecast of what is to happen over a said period of time. In most companies, marketing plans are either short or long term plans. The Star Software Corporation, as the company deals with custom made calendar programs, has a customer base of more than 400 companies. There is the need for such a company to have both long term and short term marketing plans. Short term marketing plans are essential is sustaining the business in the market while the long term plans are important in pushing the company forward in terms of the clientele. With both the long term and short term marketing plans as elaborate as possible, the company……………………

APA

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