MKT 3301-20.01.01-3A25-S1, Principles of Marketing Unit VII Assignment Marketing Plan: Part II In this unit, you will continue to build upon your marketing plan for an existing company and a produ

MKT 3301-20.01.01-3A25-S1, Principles of Marketing

Unit VII Assignment

Marketing Plan: Part II

In this unit, you will continue to build upon your marketing plan for an existing company

and a product or service of your choice. For Part II, make certain to include the sections

listed below in your marketing plan.

Corporate Social Responsibility, Sustainability, and Ethics Strategy

For this section, explain any governance policies that you will use to be socially

responsible and ethical. Identify any aspects of your business model that will create

more sustainable operations (with a focus on bettering people, the planet, or profits).

Segmenting, Targeting, Positioning, and Differentiation

Identify the specific segmentation strategies that you will use. Identify your target

markets. Incorporate the use of specific demographics and data in your research.

Marketing Strategy

In this section, use the four Ps of marketing to specifically explain your product, price,

promotion, and place (or distribution) strategies. Identify any specific competitive

advantages that you have for each P that you are using.

Positioning

How do you want your customers to perceive your product or service? What benefits

will you offer? What is your sales strategy? Explain whether you will focus on business-

to-business (B2B) or business-to-consumer (B2C) markets.

Branding Strategy

What is the branding strategy for your organization? What is the purpose of your b

rand? How will you differentiate yourself from domestic and/or international

competitors?

Technology and Social Media

Identify any tools that you will use in your promotions, marketing, or advertising. List any

tools that you will use for customer relationship management and identify specific social

media tools that will be used.

Implementation Plan

Identify tactics and strategies that you will use to implement your marketing plan. Tactics

are short-term, and strategies are long-term. Identify specific dates that you will achieve

certain action items. Include a chart or graph that disseminates this information in a

linear fashion.

Evaluation and Control

How will you evaluate the effectiveness of your marketing plan? How will you follow up

with customers? Will you use surveys to track satisfaction, and will you take future

actions that are based on customer recommendations?

Conclusion

Include any final thoughts or recommendations that might be pertinent to your marketing

plan.

Executive Summary

This section of your marketing plan will capture your key proposal, recommendations,

and projected outcomes of the plan. Summarize the key components of your marketing

plan in this section.

Your completed plan must be four pages in length. All sources used must be

referenced; paraphrased and quoted material must have accompanying citations. You

must use at least three references, including one source from the CSU Online Library.

Sources must be cited and referenced in APA Style.