Mailings Review View Help 2 . . . Hello Marketers, The course syllabus references December 9th is the marketing plan paper due date. Appendix A located on Blackboard list the marketing plan components which you must construct your marketing plan paper. Therefore, you must familiarize yourself with Appendix A. You must either market a product or service. PAPER DETAILS Executive Summary Describe in full detail the who, what, when, where, how and why questions for your business plan - design a five-year marketing plan - either market a product or service. You can either write your executive summary at the beginning or at the end Company Description - Company name, headquarter location - provide city and state only, years of operations/business, also briefly describe your product or service offered. Describe your company mission statement The mission is the essential purpose that differentiates the organization from others The mission statement specifies the organization's overall goals and operational scope and provides general guidelines for future management actions Adjustments made to the mission statement reflects changing business environments and management philosophies Statement of Goals & Core Competency (Fully describe three quantified S.MART (Specific, measurable, attainable, realistic and timely) list three S.M.A.R.T (bullet formatted) goals and fully describe your company core competency - what you do best and why!) Marketing Strategy = Fully identify & describe your target market (fully explain your target market from demographic perspectives - a clearly defined target market) and fully explain your all marketing mix-components (Product, Price, Place, Promotion and Distribution which becomes your overall marketing strategy Describe the marketing environment - who are your direct/indirect competitors and include competitors market share information - information that you can make- up? What are the economic variables that may either positively or negatively impact your marketing plan - name a couple economic variables that may either positively or negatively impact your marketing plan, for example inflation, recession etc - must be explained and not just mentioned. What are the social/cultural trends that may either positively or negatively impact your marketing plan - explained not just mentioned Complete a detailed SWOT ANALYSIS of your company - Bullet format here, may also elaborale -a minimum of three bullets per category - total 121 Grammar/punctuation/spelling - Paper does not contain punctuation, grammar and spelling errors . . . - . - The nanar length will be a minimum three paged word processed, double spaced times new ANNOUNCEMENT ONLY.Ch Building Your Marketing Plan P4.90 PLEASE READ BUILDING YOUR MARKETING PLAN. PO.96 You will be more confective marketing punong mag planerings you Chapter 2 A includes buiding to confrucha mwing You must not be her a good or you will make you come other andhed brand nearby mis on your owy Furthermore .. Thanks Act, allows companies to secure rights to name before its actual use by declaring an intent to use the name 2003, the United States agreed to participate in the Madrid Protocol, which is a treaty that facilitates the protection of US trademark rights. Also, the U.S. Su preme Court recently ruled that a company may obtain trademarks for colors associated with its products. Finally, the Foderal Dilution Act (1995, 2006) prevents someone from using trademark on a noncompeting product such as the "Cadillac" of brushes). The U.S. Patent and Trademark Office also recently beganising trademarks for social media hashtags. 3-9 How does the Better Business Burean encourage comes to follow its standards for commerce? Answer: The Better Business Bureau (BRB) metalo members to comply with its standardi, Computick hole BBB voluntarily must agree to follow these standard allowed to display the BB Accredited to FOCUSING ON KEY TERMS baby boomers p.77 barriers to entry p. 90 blended family p. 80 competition. 89 consumerism . 91 culture p. 82 demographics p. 76 discretionary income p.85 disposable income D.85 economy i 84 electronic commerce :88 environmental scanning 74 Generation X 7 Generation Y 0378 Generation Z 0.78 gross income 85 Internet of Things (IoT) p. 88 marketspace p. 88 multicultural marketing : 81 regulation 6.90 self-regulation p.93 social forces 0.76 technology p. 87 value consciousness D 84 APPLYING MARKETING KNOWLEDGE 1 For many years Gerber has manufactured baby food in small, single sized containers. In conducting an envi: ronmental sean identify three trends or factors that might sienificantly affect this company's Riture business, and (b) propose how Gerber might respond Watches (5) American Airlines, and the Metropol itan Museum of Art. 5 In recent years in the brewing industry, it couple of large firms that have historically had most of the beer Nales (Anheuser Busch und Milleroors have faced titionem mamina hand in ALLA I 2 Describe the new features you would add to an auto- mobile designed for consumers in the 55+ age group. In what magazines would you advertise to appeal to this target market? 3 The population shift from suburbs to exurbs and small towns was discussed in this chapter. What businesses and industries are likely to benefit from this trend? How will retailers need to change to accommodate these consumers? 4 New technologies are continuously improving and re- placing existing products. Although technological change is often difficult to predict, suggest how the following companies and products might be affected by the Internet and digital technologies: (a) Timex terms of the continuum of competition, how would you explain this change? 6 The Johnson Company manufactures buttons and pins with slogans and designs. These pins are inexpen- sive to produce and are sold in retail outlets such as discount stores, hobby shops, and bookstores. Litto equipment is needed for a new competitor to enter the market. What strategies should Johnson consider to create effective barriers to entry? 7 Why would Xerox be concerned about its name bo coming generic? 8 Develop a "Code of Business Practices for a new online vitamin store. Does your code address advertisi Pri vacy? Use by children? Why is self-regulation important BUILDING YOUR MARKETING PLAN Your marketing plan will include a situation analysis based on internal and external factors that are likely to affect your marketing program. 1. To summarize information about external factors, cre ate a table similar to Figure 3-2 and identify three trends related to each of the five forces (social, economic, technological, competitive, and regulatory) that relate to your product or service. 2. When your table is completed, describe how cach of the trends represents an opportunity or a threat for your business