You are a marketing specialist reporting directly to the Director of Marketing. One of your top competitors has recently begun stealing market share from your brand. Unless your team comes up with a s

You are a marketing specialist reporting directly to the Director of Marketing. One of your top competitors has recently begun stealing market share from your brand. Unless your team comes up with a successful defensive marketing plan, this competitor will overtake your brand’s market position within six months.

For this assignment, you will develop a marketing plan to effectively address the competitive threat. You will choose a real-life company and product, as well as a competitive company and product, to use in the course project assignments.

Module 5 Project Assignment: For this assignment, create a PowerPoint presentation to be presented to the marketing and sales teams that includes the following:

1. Business mission/vision/values/goals
2. Marketing plan objectives
3. Key insights from research
4. Proposed segmentation, targeting, and positioning strategies
5. Proposed marketing mix
6. Proposed IMC recommendations (traditional and digital)
7. Rationale for recommendations
8. Examples of traditional and digital IMC tactics