Identify specific brand names as competitors

Assignment Help Marketing Management

Reference no: EM133203513 , Length: 3 pages.

Assignment: Marketing Management- iPhone Marketing Project Paper

Overview:

Develop a complete and original Marketing Plan. You must follow the format presented in this document for the product you chose.

Task

The Marketing Plan must include all of the following sections:

I. Introduction

1. What is the product or service? Describe it in detail and describe how it fits into the market.

II. S.W.O.T. Analysis.

1. This section requires a complete analysis of strengths, weaknesses, opportunities, threats, strategic uncertainties. You must develop a comprehensive list supported by sources of information.

2. Indicate what you intend to do about problems/weaknesses and threats andstrategic uncertaintiesto the business.Use the model of strategic uncertainties from your text (chap. 5) to make specific plans for addressing the uncertainties.

III. Competitive Analysis

1. A complete competitive analysis of the brand's major competitors is required. Provide rationale on why you chose competitors as major competitors.

2. Identify specific brand names as competitors. Clearly state the competitive differential advantage of the competitors.

3. You are to use the competitive analysis formats we discussed in class (in your notes and in your book) for your competitive analysis.

4. This section must include a discussion of significant trendsin the industry that will affect your marketing plan.

5. Using Michael Porter's model of industry profitability, make an assessment of the specific factors in the model that will affect your marketing plan.

6. Support this section with sources of information.

IV. The Target Market

1. Describe your target market segment in detail by using demographics, benefit, psychographics, lifestyle, or other segmentation descriptors. Why is this your target market? How large is it?

2. Discuss significant consumer trendsamong this target market that will affect your marketing plan.

3. Support this section with sources of information.

V. Marketing Objectives and Goals

1. State precisely the marketing objective(s) in terms of growth in revenue and market shareand the time needed to achieve the goal.

VI. Marketing Strategy

1. Consider alternatives for the overall strategy: for example, for new market penetration a marketer can enter first, early, or late and/or exploit different niche strategies. Other examples might be new product development, diversification, or penetrating an existing market.Use theproduct/market growth matrix to support your decisions in this section.

VII. Marketing Tactics

1. State how you will implement the marketing strategy chosen in terms of product, price, promotion, and distribution.

2. Use a combination of the Product Life Cycle and the product/market growth matrix to support your decisions in this section.

VIII. Summary

1. Summarize the marketing strategy and tactics and restate the competitive advantage that your plan offers over the competition and why the plan will succeed.

IX. Appendices

1. Include all supporting information that you consider relevant. This plan must cite references through footnoting on each slide.

Reference no: EM133203513

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