• Describe the selected company and brand and a brief history.
• List the core products and services they offer.
• Identify the key current competitors.
• Complete a SWOT analysisLinks to an external site..
• Propose the product or service line you want to develop a marketing plan for.
  • Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
  • Describe your core product, extended product, and the product concept.
• Explain how you plan to achieve competitive differentiation through creating customer value in the four areas listed below. Also, refer to The Five Competitive Forces That Shape Strategy video:
  • Branding
  • Packaging
  • Support
  • Quality
• Be sure to use subject headers for each of the questions asked. Your paper needs to contain at least eight headers (i.e., introduction header, at least six headers for the six parts of the question, conclusion header)

Helpful Tips:

Your marketing plan can focus on a new product or service idea of your own or an existing product or service that you think deserves its own dedicated campaign. Just don’t pick something that you’ve already seen being actively marketed.

For example, after completing a SWOT analysis for McDonald’s, one might propose marketing new concepts like a McVeggie burger or an adult Happy Meal. Further afield, one might propose a whole new chain of pay-to-visit indoor McPlayground Centers. Or relative to existing menu offerings, one might suggest a dedicated marketing campaign for say “burgers at breakfast” or after-midnight snacking via the drive-through.

The Marketing Plan: Product Identification and SWOT Analysis paper

• Must be three to four double-spaced pages in length (not including title and references pages) and formatted according to APA StyleLinks to an external site. as outlined in the Writing Center’s APA Formatting for Microsoft WordLinks to an external site. resource.
• Must include a separate title page with the following:
  • Title of paper in bold font
    • Space should be between title and the rest of the information on the title page.
  • Student’s name
  • Name of institution (University of Arizona Global Campus)
  • Course name and number
  • Instructor’s name
  • Due date
• Must utilize academic voice. See the Academic VoiceLinks to an external site. resource for additional guidance.
• Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
  • For assistance on writing Introductions & ConclusionsLinks to an external site. as well as Writing a Thesis StatementLinks to an external site., refer to the Writing Center resources.
  • Review the Level Heading section of Introduction to APALinks to an external site. resource from the Writing Center for more information.
• Must use at least one scholarly or credible sources in addition to the course text.
  • The Scholarly, Peer-Reviewed, and Other Credible SourcesLinks to an external site. table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
  • To assist you in completing the research required for this assignment, review the Marketing Research in Library OneSearchLinks to an external site., and the Company Research in the UAGC LibraryLinks to an external site. tip sheets to assist with this assignment.
• Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your PaperLinks to an external site. guide.
• Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References ListLinks to an external site. resource in the Writing Center for specifications.