Develop a preliminary/basic marketing plan for a hypothetical or real company. The following elements must be included in your paper. 1. Executive Summary/Abstract a. Summarize plan in a few paragraphs b. Include positioning statement 2. Overview of company a. Mission statement b. Product/service description c. Competitors d. SWOT Analysis 3. Market Segment a. Identify the primary and secondary target markets. b. Provide rationale for selection 4. 4 Ps, Branding strategy a. Clearly identify product and/or service b. Price strategy i. What is your pricing strategy-penetration, skimming, competition, cost plus, etc. ii. Rationale for your selected strategy. 1. Fixed/variable costs 2. Competition 3. Target group and willingness to pay iii. Selected strategy’s relationship to market positioning. c. Place (Distribution) Plan i. What is your strategy in determining how and where the consumer buys your product/service? d. Advertising and Sales Promotion Plan i. How are you going to reach your target market? ii. Advertising iii. Which media will be most effective? iv. Will you use social media? v. What types of sales promotion strategies will you employ? 1. Free samples, coupons, product demonstrations, etc. e. Develop a branding strategy that covers brand name, logo, and slogan. Formatting requirements: 1. Be typed double-spaced. 2. Citations and references must follow APA format One source should be Principles of marketing by Kotler and Armstrong 15th ed. Please do each section, make each section in proportion.
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