Course Project Draft 1: The opening of African fast food stores
Draft 1 of your Marketing Plan is due this week (up to 5 pages long). Your submission should contain: a Title Page with the great topic (e.g., Marketing Strategies of ‘Your Company’ in…..), Table of Contents (from the Drafts’ outline), a reserved 1 page space for the Executive Summary (written during Week 8), your Marketing Environment, and Buyer Behavior analysis.
Introduction
Strategic Marketing Brief
The Course Project is a strategic marketing brief and summary presentation for a new product. Similar to a complete marketing plan, the brief includes topics such as the marketing mix and promotional mix. In contrast to a marketing plan, the strategic brief communicates these and other topics to a different audience. It addresses senior executives and investors rather than managers and frontline workers. As such, your brief will focus on why your marketing organization is doing what it is doing, rather than the details of what it is doing and how.
Although you will discuss tactical activities such as advertising and breakeven point, strive to communicate a high-level strategic perspective with your writing. To help gain that perspective in the context of marketing, be sure to watch the Week 2: PlayPosit, which discusses strategic leadership using marketing examples that have turned into goods, services, and ideas that are still in market today. As you watch the PlayPosit, focus on the question posed: Why does a product exist?
Begin by selecting a product and company to use as an example throughout the brief. By using one product and company, the research, organization, and presentation of your recommendations will be easier. Your product and company can be imaginary, or a business you would be interested in starting, or an existing product and company that are in market today. The product can be B2C or B2B, and the company can be any organizational structure. The product and company are not important, because they will merely serve as examples. That is to say, you’ll include the what and the how, but you’ll focus your writing about the why.
Draft 1
· Marketing Environment
· Buyer Behavior
|
Week Due |
Sections |
Description |
|
Week 2: Draft 1 |
1. Marketing Environment |
Cover Table of Contents Executive Summary Analyze the dynamics of the marketing environment for your company’s product. · Summarize the marketing mix for your company’s product and explain which market orientation (or combination thereof) you will adopt in setting product strategy. · Who is the most influential actor in the microenvironment for your company’s product and why? · What is the most influential force in the macroenvironment for your company’s product and why? |
|
2. Buyer Behavior |
Determine the purchase decision process for the buyer of your company’s product. · What is the purchase process for your company’s product? Is it B2C or B2B? What stages of the buying process are most critical for the buyers of your product and why? · What are the strongest buying influences on the purchasers of your company’s product, and how can you use an understanding of those influences on your buyers to a strategic advantage? · Where does your company’s product fall on the diffusion of innovation curve, and what are the strategic implications of this on the marketing of your company’s product? |
Due Wednesday September 6th by 4PM New York Time / 5 pages
Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.
You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.
Read moreEach paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.
Read moreThanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.
Read moreYour email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.
Read moreBy sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.
Read more