Student Instructions: You need not answer every question in the following sections. Answer as many questions as needed about the organization and products and$/$or services to give the reader an understanding of the company and its products or services. As you complete each section, it will match the same sections in the template you saved in Assignment$1.$ The information developed in this Assignment combined with future Assignments will become your final Marketing Plan for the course. The part of the Marketing Plan you develop in this Assignment will cover from the Company Profile to the Mission, Objectives & Goals. The final completed Marketing Plan is worth $175$ points. This section of it is worth $50$ points. Attach your paper as a file to this assignment.

Company Profile

Company Name:

Industry:

Major products and$/$or services $($names$,$ types$)$:

Products and$/$or services your marketing plan will focus on:

Target customers:

Distribution channel$($s$)$:

Headquarters $($city$,$ state, country$)$:

Year founded:

The number of employees:

Annual revenue $($estimated$)$

Key competitors:

Link to the Web site:

Link to Yahoo! Finance information page $($for public companies$)$:

Market Segmentation and Targeting

What problem does your product or service solve?

Describe the total market for your solution: Who are potential customers?

What are the key segments within this market?

Identify and briefly describe $13$ segments that this company serves.

Which segment does this marketing plan focus on$,$ and why? Why do you believe this segment will offer growth and profit opportunities?

Situation and Company Analysis

Economic Environment

Discuss factors that affect your consumers$$ purchasing power and spending patterns. What is the economic environment that you are operating in$?$ Is it a growth, recovery or recession? Will it be easy to find staff? What is the current interest rate i$.$e$.$ is it increasing or decreasing? What is consumer confidence like?

Technical Environment

The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries that could affect your business. New technologies create new markets and can influence you, consumers and competitors. Industry environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use?

Competitive Environment

How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one? What is your advantage over competitors? Is the market large enough to support you and your competitors?

Political Environment

Consider the political environment for the areas that your business will trade and operate in$.$ Is there a stable political system? Are there any licenses and regulations that you should be aware of$?$ Do you need to win support to be able to operate?

SWOT Analysis

Instruction: Complete the table below with descriptive responses and explanations as you answer the questions below.

Strengths

Does the organization have a strong brand presence?

What resources are available for marketing activities?

Does the company have unique products or services that satisfy the needs of its target market?

What makes the company$$s products or services unique?

What value is brought to customers?

Weaknesses

Does the organization have a weak brand presence?

Are resources insufficient for marketing activities?

Does the company lack distinctive products or services?

Do current products or services fail to satisfy the needs of customers?

Do current products or services fail to bring value to customers?

Opportunities

What is the unique opportunity that the company is trying to take advantage of$?$

Does the target market have any unfulfilled needs that the company can satisfy?

Are there emerging target markets with needs that the company can satisfy?

Are there ways the company and its competitors can benefit by working together?

Are there opportunities for collaborating with customers to build a brand presence?

Describe and analyze if market demand is increasing? Are there changes in the government regulations that will affect the company?

Describe any emerging global issues that will affect the company?

Threats What are the tactics that competitors use to pursue customers? What are the strengths of the company$$s biggest and or emerging competitors?

In what ways are the competitors$$ products or services superior to the company$$s offerings? How are competitors likely to respond to any changes in the way the company markets? Is the company behind in adopting new technologies for marketing? Describe any ways in which international competitors are taking away market share? What do customers dislike about the company?

Describe and analyze if market demand is decreasing?

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