short paper

Company is Dunkin Donuts

Marketing Plan

This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. You will research the various elements of the marketing plan as it relates to this company. You will provide a comprehensive discussion of the products and/or services provided by your organization.

Product

This section will provide a comprehensive look at the products, product lines, and services that are offered by your company. This will include discussions about the quality of the product/service and other additions such as warranties, installation, service plans, or unique packaging features that are included with the product (if pertinent). Include a discussion of whether your company’s products/services would be considered business-to-consumer (B2C) or business-to-business (B2B).Branding is also considered a part of the product offering, thus a discussion of the branding efforts associated with your company and the importance of said branding in the overall product offering should be included. Within this discussion, review the positioning strategy of your company.

Competitive Advantage

A competitive advantage is an important goal of every company, address whether your company has a competitive advantage WITH RESPECT TO PRODUCT. The idea is to discuss whether your company has a competitive advantage with respect to their product offering and the attributes associated with product as discussed above. Competitive advantage with respect to promotion, place, and pricing will be discussed in later sections of the marketing plan. Once you have stated your position, remember to include your rationale.

Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (this week consider using Product and Competitive Advantage in Product).

Course Textbook

Perreault, W., Jr., Cannon, J., & McCarthy, J. (2015). Essentials of marketing: A marketing strategy planning approach (14th ed.). New York, NY: McGraw-Hill.