Assignment $2-1$: Marketing Plan $$ Situation Analysis $($Background of Firm, Product Offerings, Distribution$)$

Assignment Objectives:

To construct components of a marketing plan, specifically parts of the Situation Analysis including the firm$$s Background of Firm, Product Offerings, Distribution.

Purpose:

This draft assignment, the Situation Analysis: Part $1,$ provides the group an opportunity to apply learned knowledge to construct an analysis of the firm$$s current position in the market. $($It should be noted that other elements will be added to the Situation Analysis in the next assignment.$)$ The assignment serves as one of six pieces of formative feedback cumulating with the compilation of the final marketing plan for the firm. This will provide content for sections $2\mathrm{.}0,2\mathrm{.}1$ and $2\mathrm{.}2$ of the final plan.

Assignment Description:

Please see the General Campaign Instructions for more details on each section and the expectations of the assignment.

Within your group, you should complete a draft of the $$Background of Firm$,2\mathrm{.}1$ Product Offerings, and $2\mathrm{.}2$ Distribution. Additional instructions are provided in the General Campaign Instructions document. You will finalize the Situation Analysis next week.

$2\mathrm{.}0$ Situation Analysis The situation analysis provides an organized synthesis of what has happened in the past through the present. This is your research section where you would find what the real issues facing the firm are and potential opportunities for addressing those problems$/$opportunities moving forward. It typically integrates secondary and primary research in logical fashion and be illustrated with charts and graphs. This section also establishes credibility by showing the decision makers $($budget holders$)$ that you know about the business and its needs, struggles and strengths. PLEASE NOTE: The order of the sections differs from your text AND $2\mathrm{.}6$ is not found in your text example. Please use the outline below.

Background of Firm: Begin with a summary of the company. Include mission, strategic plan major points, significant issues facing the company that are well known or the reason why a marketing plan is being asked for.

$2\mathrm{.}1$ Product Offerings $$ This section summarizes the current product$($s$)$ that are relevant to the campaign. Ensure to include features and benefits that would speak to your target market. You may need to talk about future product development$/$releases depending on what the campaign relates to$.$

$2\mathrm{.}2$ Distribution $$ In this section, you will identify how the product gets to the end user. Name and describe each channel along with any upcoming opportunities or trends $($i$.$e$.,$ moving from store$-$front to online, expansion geographically$)$

Parameters:

Follow the general requirements and instructions to complete your writing assignments

Single spaced, $11-$point font, Calibri preferred

Include a Title Page $($APA information but design is flexible$)$

Include a Table of Contents with at least two levels of headings

Sections $(1\mathrm{.}0,2\mathrm{.}0,3\mathrm{.}0,4\mathrm{.}0$ and $5\mathrm{.}0)$ should start a new page.

Type your responses in a Microsoft Word document.

Upload and submit your paper to the assignment Drop box.