Tag Archives: Marketing plan

MARKETING PORTFOLIO TASK -3, STP Analysis, Brand value and Brand analysis and Quantitative analysis


MARKETING PORTFOLIO TASK -3

Adapted by K Ajimal from various sources.

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TASK 3

STP Analysis, Brand value and Brand analysis and Quantitative analysis

Overview

Using external data sources identify the different customers’ segmentation, targeting, and positioning based on the brand features which have been chosen by your group. Also, identify the key competitors and produce a “perceptual map” for the market. Check the definition of a perceptual map in the core textbook. You need to provide and develop a perceptual map according to the Passenger cars’ market in the UK or European market and lastly an application of a quantitative method to assess the association between two quantified variables in these markets.

 

Task 3a

Identify and explain the relevant marketing theory relating to STP and how you have applied it. Write your answer- maximum (600 words) of typed answer. References are required.

 

Task 3b

Identify the key Brand value and Brand analysis in competitors and produce a “perceptual map” for the market such as summarising the brand data, to include name, characteristics, selling price, USP, predicted market share, sales and profit data for pricing the perceptual map for the market. (600 words)

 

Task 3c

By using of provided statistical information within 10 years of “EUROPEAN VEHICLE MARKET STATISTICS 2014”, Analyse and identify in the relevant markets the strength association between two variables of “Number of sales” and “Engine size of vehicle”.

Applying the correlation and regression methods in SPSS and interpret the market based on the findings in regards of the possible significant association between these two mentioned variables.

 

Learning Outcomes

By the end of these tasks you should be able to demonstrate:

 An understanding of STP analysis could be applied in a specific market;

 How perceptual map could assist the marketer to justify a market

 An understanding of the importance and role of quantitative analysis in marketing in order to find out the association between number of sale and product design (engine size) in a market.

 Application of SPSS for interpreting statistical status in marketing

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Unit II Research Project-Marketing Plan


Unit II Research Project-Marketing Plan

Unit II Research Project

Marketing Plan

This week you will continue your comprehensive marketing plan researching the SAME company that you researched in Unit I. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit II you will present the Target Market and a SWOT Analysis.

 

Target Market

Begin by discussing segmentation of the market based upon demographic, behavioral, geographic, and psychographic criteria. Apply these criteria to your company, explaining their importance to the company. This analysis will enable you to identify the target market(s) thoroughly. Within your explanation, discuss why the identification of a target market is of the utmost importance to a company.

SWOT Analysis

Perform a SWOT analysis for your company remembering that the strengths and weaknesses are internal and the opportunities and threats are external. Set this up using a table and/or bullet points with clear explanation following the chart.

Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (This week consider using Target Market and SWOT Analysis).

Unit II Research Project-Marketing Plan

Marketing Plan Research Project


Marketing Plan Research Project

 In this assignment, you assume the role of a marketing manager for the launch of a new product for an existing company of your choice.  In preparing a marketing plan for the new product, you will make virtually all decisions regarding the pricing, distribution, and promotion of the product, as well as many decisions related to the product itself.  This project is analytically challenging, and requires creativity, effort, and determination to complete.

Marketing Plan Outline

  1. Executive Summary

A high-level summary of the marketing plan. No more than one page.

 Situation Analysis

Macro-environmental PEST analysis :

  • Political and legal environment
  • Economic environment
  • Social and cultural environment
  • Technological environment

Industry Analysis

  • Definition of industry and company business
  • Brief history of industry and growth patterns within industry
  • Characteristics of industry (e.g., distribution patterns, regulations and controls, typical promotions, geographical characteristics, margin/profit patterns etc.)

Company Analysis

  • Brief history
  • Missions and Goals
  • Scope of business
  • Current size, growth, profitability
  • Culture and reputation
  • Competitive advantage

Competitor and Collaborators Analysis

  • Identification of major competitors (primary vs. secondary)
  • Market position (e.g., size, market share) of major competitors
  • Strengths and Weaknesses of major competitors
  • Identification of major collaborators and the form of collaboration (e.g., subsidiaries, joint ventures, and distributors, etc.)

SWOT Analysis

  • The firm’s internal attributes can be classed as strengths and weaknesses.
  • The external environment presents opportunities and threats.

 

III. Marketing Objectives:

  • Introduce/describe the new product/service.
  • Marketing objectives to be accomplished (realistic, measureable, time specific)
  1. Target Market Strategy

Primary Target Market

  • Characteristics of the market (e.g., geographic, demographic, psychographic, behavioral characteristics)
  • Market needs and desires
    • Product usage -How they use product
    • Support requirements
    • How to reach them
    • Price sensitivity
  • Typical buying pattern (e.g., purchase pattern, heavy/light user, frequency of purchase)
  • Size and buying influence on other markets

 

  1. Marketing Strategy

Discuss why the new product strategy was selected, then the marketing mix decisions (4 P’s) of product, price, place (distribution), and promotion.

Product

  • New product development process
    • Concept development
    • Concept testing and marketing research
    • Prototype product and test market
  • Scope of product (e.g., new-to-the-world, modified, line extended, rebranded or repositioned)
  • Product classification (e.g., consumer vs. industrial good, durable vs. nondurable goods, convenience, shopping vs. specialty goods, hard, soft goods vs. service)
  • Product life cycle
  • Branding and positioning strategy
  • Labeling, Packaging, and Warranty

Price

  • List price (initial price or suggested retail price)
  • Markups and markdowns
  • Break-even analysis, projected margin and profit
  • Payment terms and financing/leasing options

Distribution (Place)

  • Distribution channels, such as direct, retail, distributors & intermediates
  • Motivating the channel members – for example, distributor margins, co-op or trade advertising allowances)
  • Locations
  • Logistics, including transportation, warehousing, and order fulfillment
  • Data and information system management

Promotion

  • Advertising (slogan, media selected, media planning)
  • Public relations
  • Sales promotional programs
  • Personal selling
  • Budget and projected results of the promotional programs
  1. Implementation, Review and Control

References

Appendix (if necessary)

This paper has a marking criteria that Estate Writers will always follow to write a high-quality paper, that will give you a good score. 

Exceptional
A
Satisfactory
B
Acceptable
C
Unacceptable
D
Grade  
  Executive Summary An analysis that clearly fulfills all the stated objectives, includes all parts and needs no further explanation An analysis that satisfied all the functional objectives and includes all the required parts but needs more thorough explanations An analysis that satisfied some of the functional objectives and includes some of the required parts but needs more thorough explanations An analysis that is unsatisfied and doesn’t include required parts or needs more thorough explanations  
  Situation/ PEST Analysis An analysis that clearly fulfills all the stated objectives, includes all parts and needs no further explanation An analysis that satisfied all the functional objectives and includes all the required parts but needs more thorough explanations An analysis that satisfied some of the functional objectives and includes some of the required parts but needs more thorough explanations An analysis that is unsatisfied and doesn’t include required parts or needs more thorough explanations  
  Industry & Company Analysis An analysis that clearly fulfills all the stated objectives, includes all parts and needs no further explanation An analysis that satisfied all the functional objectives and includes all the required parts but needs more thorough explanations An analysis that satisfied some of the functional objectives and includes some of the required parts but needs more thorough explanations An analysis that is unsatisfied and doesn’t include required parts or needs more thorough explanations  
  SWOT Analysis An analysis that clearly fulfills all the stated objectives, includes all parts and needs no further explanation An analysis that satisfied all the functional objectives and includes all the required parts but needs more thorough explanations An analysis that satisfied some of the functional objectives and includes some of the required parts but needs more thorough explanations An analysis that is unsatisfied and doesn’t include required parts or needs more thorough explanations  
  Marketing Goals and Objectives An analysis that clearly fulfills all the stated objectives, includes all parts and needs no further explanation An analysis that satisfied all the functional objectives and includes all the required parts but needs more thorough explanations An analysis that satisfied some of the functional objectives and includes some of the required parts but needs more thorough explanations An analysis that is unsatisfied and doesn’t include required parts or needs more thorough explanations  
  Segmentation, Targeting, Positioning An analysis that clearly fulfills all the stated objectives, includes all parts and needs no further explanation An analysis that satisfied all the functional objectives and includes all the required parts but needs more thorough explanations An analysis satisfied some of the functional objectives and includes some of the required parts but needs more thorough explanations An analysis that is unsatisfied and doesn’t include required parts or needs more thorough explanations  
  Action Program and 4Ps An analysis that clearly fulfills all the stated objectives, includes all parts and needs no further explanation An analysis that satisfied all the functional objectives and includes all the required parts but needs more thorough explanations An analysis that satisfied some of the functional objectives and includes some of the required parts but needs more thorough explanations An analysis that is unsatisfied and doesn’t include required parts or needs more thorough explanations  
  Originality and Creativity Project/idea is unique, exciting, and fresh. Does not look like the others. Shows creativity that works Project/idea is nice but is not unique in every aspect. It has some similar components as the others. Project/idea works but is not unique. It has many similar components as the others Project appears forced and hard to follow. Tried to be creative but does not work.  
  Links to Additional Research Excellent additional research and clearly documented links to class readings Good additional research and documented links to the material read Limited additional research and documented links to any readings Incomplete additional research and links to any readings  
  Writing Skills Writing is very concise and totally free of errors  Writing is concise. There are occasional errors. There are more than occasional errors  Errors are frequent

 

 
  APA Format and Sources Format is perfect and all sources are accurately documented Format is appropriate and sources are documented but have errors Format is mostly appropriate and sources are documented but have many errors Inappropriate format and sources are not accurately documented  

 

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