instructions on the file.

MKTG 3301 – Marketing

Topical Paper 1

What is Marketing: Marketing Plan Supplement

You will be writing a small portion of a business plan. In doing so, you will be responsible for finding a product or service, writing your mission statement, performing a situational analysis and identifying your target market. It should include the following aspects:

Mission Statement

Your mission statement should describe your marketing activities on a meta level. Hence, you need to answer these basic business questions:

What do you want to do?

Why do you want to do it?

Who do you do it for?

All of your business activities should be based on your mission statement. When you start wondering if you’re still heading in the right direction, use this statement to double-check your approach.

Situation Analysis

This analysis covers these elements:

Product/Service: What are you selling?

Unique Selling Proposition: What is your unique selling proposition? And what separates you from your competitors?

Competitor Analysis: Who are your competitors? How are your competitors performing?

SWOT Analysis: What are the strengths, weaknesses, opportunities, and threats that your company (especially your marketing team) is facing?

Target Market

What market is your product or service trying to target? Is it a B2B market or a consumer market?

So what do you need to know about your target market? Get started by answering these questions:

Which companies are in your target market?

How can you reach them?

Why would companies in these industries buy your product/service?

Why would companies from these industries refuse to buy your product or service

What are these companies’ current needs?

All answers should be in full paragraphs, not bullet points (except the SWOT analysis). Likewise, the answers to the questions should be answered in the text, but the text should flow (i.e., you May use the 3 bolded titles, but you should not list the questions, then answer them separately under each of them. As such, the questions can be answered in any order.

Your response should be between 3 and 6 pages (double spaced, except the SWOT analysis). You may need to do some rudimentary research to answer some of the above questions. You will need to cite any other external sources (APA style).

Grades are based upon both the quality of the content as well as the quality of the writing.