SWOT: https://www.youtube.com/watch?v=EJ4uVsSqQ9k
https://www.youtube.com/watch?v=mYF2_FBCvXw
Read
Chapter 9: Managing the Marketing Effect, Sections 9.1 and 9.2 of the course text, Principles of Marketing
Watch
How to Use SWOT Analysis (Links to an external site.)
The Five Competitive Forces That Shape Strategy (Links to an external site.)
This week, you will be creating components of your capstone marketing plan assignment. You will then finish your plan in Week 5.
Using the company you selected for your marketing manager internship, you will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against. (HnM)
Instructions
Create a Word document of three to four pages formatted to APA Style and includes at least one scholarly, peer-reviewed, or other credible resource (Links to an external site.) from the University of Arizona Global Campus library in addition to the course text.
In your paper,
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 analysis (Links 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 four areas:
Branding
Packaging
Support
Quality
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 Style (Links to an external site.) as outlined in the Writing Centers APA Formatting for Microsoft Word (Links 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.
Students name
Name of institution (University of Arizona Global Campus)
Course name and number
Instructors name
Due date
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.
Must use at least one scholarly or credible sources in addition to the course text.
Must include a separate references page that is formatted according to APA Style
