MKT 500 Strayer University Fairfoods Marketing Plan Paper Attached are the assignment requirements, template & professor feedback on Part B Assignment 3: Part C: Your Marketing Plan
Due Week 9 and worth 280 points
For this assignment, you will conclude your marketing plan by developing your hypothetical
company’s pricing and distribution strategies, and integrated marketing communications plan.
You should create and/or make all the necessary assumptions needed for the completion of
this assignment.
Note:
Instructions
Create the third part of your marketing plan:
1.
2.
3.
4.
5.
6.
7.
Describe or list the feedback you received on Part B of Your Marketing Plan. Explain how you will use the feedback to improve your
plan.
Develop the company’s pricing and distribution strategy.
Develop the integrated marketing communications plan most relevant for your product/service and audience. Develop your message
strategy. Develop your media strategy.
Develop your public relations, sales promotion, and personal selling plan most relevant for your product/service and audience.
Develop your online and direct marketing plan most relevant for your product/service and audience.
Develop your social responsibility/cause-related marketing plan most relevant for your product/service and audience.
Use at least three 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 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 of 8 – 12 pages.
The specific course learning outcomes associated with this assignment are:
2. Evaluate the marketing strategies used to create/communicate customer value.
d. Analyze integrated marketing communications and its relationship to advertising strategy.
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and strategy.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for new products or services.
e. Develop pricing strategies and distribution channels for products or services.
f. Develop a fully integrated marketing communications plan for products or services.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and
language and writing skills, using the following rubric found here.
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Part C: ABC Marketing Plan (Change to your name of business here)
Your Name
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
Date submitted
2
Introduction (note this is not bold)
Describe or list the feedback you received on Part B of your marketing plan. Do not just
list the feedback. Explain how you will use the feedback to improve your plan.
Next, re-introduce your company you shared in Part A/B.
Lastly, review what you will share; pricing and distribution strategy; integrated marketing
communications; plan, public relations, sales promotion, and personal selling plan; competitive
analysis; online and direct marketing plan; and social responsibility/cause related marketing plan.
Pricing and Distribution Strategy
Write an introduction here. Minimum of three sentences.
Develop the company’s pricing and distribution strategy. Suggestion, use elements from
Discussion Week 7 to help you with this section.
Pricing Strategy
Text starts here (pricing strategy should be in comparison to your competition – example,
do you plan to do a penetration or skim strategy? Relate this to your readings and learnings from
textbook, page 180-183).
Distribution Strategy
Text starts here (discuss how customers will buy, are you multi-channel? Omnichannel?
What is your logistics and supply chain management strategy (i.e., who are your vendors and
how will you interact with them, will you use wholesalers, will you have dealers/retailers)? Do
not confuse the way you market to a customer as a distribution channel. Distribution is how a
customer will buy, i.e., the path to purchase; it is not advertising. Distribution strategy is your
route to market. Are you online, brick-and-mortar, reselling to retailers, using wholesalers, what
is your supply chain management, vendors?
3
Integrated Marketing Communications
Write an introduction here. Minimum of three sentences.
Develop the integrated marketing communications plan most relevant for your product /
service and audience. This section has many points, be thorough.
Message Strategy
Develop your message strategy. How do you plan to be consistent with your traditional
and social media choices?
Media Strategy
Develop your media strategy. What are your media choices and how will you use them.
What is your rationale for your choices and why are they relevant to your target market.
Public Relations, Sales Promotion, and Personal Selling Plan
Write an introduction here. Minimum of three sentences.
Develop your public relations, sales promotion, and personal selling plan most relevant
for your product / service and audience. Introduction of this section here; minimum three
sentences.
Public Relations Plan
Text here. Think about how you can use press releases on new product introductions or
news to share with the public.
Sales Promotion Plan
Text here. Most familiar uses of sales promotions are couponing, rebates, loyalty
programs, tier pricing, etc.
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Personal Selling Plan
Text here. Will you have outside sales representatives, inside sales representatives,
telemarketing, customer service, live chats? Include any direct communication plans you will
have.
Online and Direct Marketing Plan
Develop your online and direct marketing plan most relevant for your product / service
and audience. How will these media tools be used to influence your target audience? This is a
good section to use references to speak to the validity and choice of your social media choices
(i.e., use an academic resource that shares their research on demographics and metrics of the use
of Facebook. For example, Facebook has xxx number of followers that are between the age xx
and xx with income level of xx –xx, and like to share xxxx — then cite/reference the source).
Social Responsibility Plan
Develop your social responsibility / cause related marketing plan most relevant for your
product / service and audience. See pages 283-284. What is your contribution to the community?
Conclusion
Summarize the plan to this point (minimum of three sentences) and you should not
include any new thoughts (just summary).
5
Sources (note this is centered and not bold and on a separate page)
Use at least three (3) academic, peer-reviewed resources as quantitative marketing
research to determine the feasibility of your product / service. Three academic, peer-reviewed
references are proficient. In order to receive most points as exemplary, submit four or more.
These academic, peer-reviewed resources should be industry specific and relate to your
chosen product / service. Quality, academic references are peer-reviewed and found in scholarly
journals published in the last 5 years. A good way to incorporate is by using Journal of
Marketing, as an example, for your theories and consumer behavior observations.
Newspapers, magazines, and other Websites do not qualify as academic resources and
although you should reference if you use, they do not count towards your minimum.
Listing your references without applying them in your text (citations) is not acceptable!!!
See proper formatting in SWS hints on page 6 of this document.
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Tips and SWS Formatting (delete this from your paper)
Below are tips and notes to guide you writing an SWS paper. Use this information as a
reference and ask if you have any questions.
Tips and Notes:
1. NEVER plagiarize: Plagiarism: act of using someone else’s ideas, words, figures, unique
approach, or specific reasoning without giving appropriate credit.
2. Always include an introduction for your Heading 1 topic (example: Environmental
Analysis) to explain to the readers what they learn in the section you are introducing.
3. Paragraphs should be complete, such as a minimum of three sentences:
a. “Put only one main idea per paragraph.
b. Aim for three to five or more sentences per paragraph.
c. Include on each page about two handwritten or three typed paragraphs.
d. Make your paragraphs proportional to your paper. Since paragraphs do less work in
short papers, have short paragraphs for short papers and longer paragraphs for longer
papers.
e. If you have a few very short paragraphs, think about whether they are really parts of a
larger paragraph—and can be combined—or whether you can add details to support
each point and thus make each into a more fully developed paragraph.”
4. Do not use (or minimize):
a. they (minimize, pronouns, use actual names/titles for clarity)
b. these
c. there are
d. thing
e. it
f. this
g. I
h. we
i. you
j. one or ones
k. some
l. a lot
m. a ton
n. really
o. very
5. Use of contractions – spell out
6. Findings: are past tense
SWS Guidelines:
1.
In -text citations:
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If the in-text citation appears at the end of a sentence containing evidence, the closing
punctuation of the sentence must follow the closing parenthesis of the citation.
Use the author’s last name or publishing organization’s name and then a comma.
Then add the number indicating the placement of this source in the source list.
This is an example.
Studies have also indicated that the high concentration of CO2 in the atmosphere is
primarily due to humans’ use of fossil fuels. Atmospheric data shows “that levels of
CO2 in the atmosphere are higher than they have been at any time in the past 400,000
years” (National Aeronautics and Space Administration, 4).
2.
Sources:
An SWS format Source list citation consists of:
• The author’s name.
• If there are multiple authors, only the first author is used.
• The year of publication of the source.
• The title of the source.
• The page range.
• A way to locate the source (in this case, a permalink from the Strayer
Library).
Here is an example of a Source in an SWS format.
Stephanie Herring. 2014. Explaining Events of 2013 from a Climate Perspective. p. 5.
http://libdatab.strayer.edu/login?url=https://
search.ebscohost.login.aspx?direct=true&db=a9h&AN=99124811 &site=edslive&scope=site
Hi Rachel,
Great job! Your company is developing quickly. You did well providing relevant
feedback for improvement. Most of the sections were complete, just a few misses.
Please see feedback in the rubric. Overall, well done!
You accurately described the feedback you received. You sufficiently explained how the feedback will
be used to improve the marketing plan.
Brand Strategy: Very
good and thorough with rationale. You described your branding
strategy that your hypothetical company will provide to your customer. You included
your brand name and rationale for that name. You created an original logo. You wrote
an original slogan. An appropriate brand extension was provided.
Target Market: Both the primary and secondary target markets are relevant and justified.
You used all the relevant bases of segmentation to describe your target market.
Positioning Statement and Perceptual Map: The perceptual map clearly shows where you fall
within the competition. Your positioning statement is relevant and includes the
statement of who you are talking to, who you are better than and why you are better
than them.
Consumer Behavior: You showed a great use of scholarly resources to validate your target
market’s consumer behavior while tying the behavior to your brand name, slogan, brand
extension, and positioning statement. This explains how your branding elements will
create the problem recognition to begin the first phase of the buying process.
References and Citations: You provided the appropriate number of four (4) or more academic
peer reviewed references, and showed a clear understanding of an academic reference.
All APA or SWS formatting is correct.
Overall, I really like the way that you wrote your paper. It was clearly written, and very
well-organized, which made it very easy to follow your analysis.
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