Overview
Throughout this course, you will create a marketing plan for a hypothetical company providing creating a marketing plan for a hypothetical company that provides a product or service. (Remember, you selected this company and product or service in your Week 1 discussion). For this assignment, you will build a foundation for your marketing plan by creating a situational analysis for your hypothetical company. This will include background information, a mission statement, your company’s short-term and long-term goals, a competitive analysis, and a SWOT analysis.
Note: You should make all assumptions needed for the completion of this assignment.
Instructions
Complete this assignment using the Week 4 Assignment Template Marketing Plan Part A [DOCX] Download Week 4 Assignment Template Marketing Plan Part A [DOCX].
Step 1: Download the template, and save it as Lastname_Firstname_MKT500_Week4_Assignment.
Step 2: Follow the instructions carefully as you complete the template. Be sure to utilize the resources provided and incorporate the required number of additional resources using Strayer Writing Standards (SWS).
Use at least two quality sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source page at least once within your assignment. For help with research, writing, and citation, access the library or review the library guide.
Step 3: Review the assignment rubric to ensure you have met all requirements and submit the completed template using the assignment link in your course.
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance, including citations and formatting. Please refer to the Library site for all support. Check with your professor for any additional instructions.
Resources
Course Textbook
SWOT Analysis Sample [PDF]Download SWOT Analysis Sample [PDF]
The specific course learning outcome associated with this assignment is:
Evaluate a company’s goals, competition, needs, opportunities, strengths, and weaknesses based on its respective market.
View Rubric
Week 4 Assignment – Marketing Plan Part A
Week 4 Assignment – Marketing Plan Part A
Criteria Ratings Pts
Write an introduction to the hypothetical company, describing its location, the product it makes or the service it provides, and the key components for this portion of the marketing plan.
27 to >24.29 pts
Exemplary
Wrote an introduction to the hypothetical company, describing its location, the product it makes or the service it provides, and the key components of the marketing plan.
24.29 to >21.59 pts
Competent
Wrote an introduction to the hypothetical company, but the description of its location, the product it makes or the service it provides, or the key components of the marketing plan was incomplete.
21.59 to >18.89 pts
Needs Improvement
Wrote an introduction to the hypothetical company, but did not include a description of its location, the product it makes or the service it provides, or the key components of the marketing plan.
18.89 to >0 pts
Unacceptable
Did not submit or did not write an introduction to the hypothetical company, describing its location, the product it makes or the service it provides, and the key components of the marketing plan.
/ 27 pts
Develop the company’s mission statement supported by a detailed rationale. The mission statement reflects the long-term view, industry, goals, and values of the company. The rationale includes the purpose of a mission statement and alignment with the company.
27 to >24.29 pts
Exemplary
Developed the company’s mission statement that has a long-term view, and included its industry, goals, and values. Supporting rationale included the purpose of the mission statement and alignment with the company.
24.29 to >21.59 pts
Competent
Developed the company’s mission statement that has a long-term view, and included its industry, goals, or values. The supporting rationale was too brief or lacked necessary details.
21.59 to >18.89 pts
Needs Improvement
Developed the company’s mission statement, but did not include all required components, or did not include the supporting rationale.
18.89 to >0 pts
Unacceptable
Did not submit or did not develop the company’s mission statement or rationale.
/ 27 pts
Describe the short-term goals (one year) and long-term goals (five years) for the company and appropriate way to measure them both.
27 to >24.29 pts
Exemplary
Described the short-term goals (one year) and long-term goals (five years) for the company and included the appropriate way to measure them both.
24.29 to >21.59 pts
Competent
Described the short-term goals (one year) and long-term goals (five years) for the company but did not include the appropriate way to measure them both.
21.59 to >18.89 pts
Needs Improvement
Described either the short-term goals (one year) or the long-term goals (five years) for the company, but not both, and did not include the appropriate way to measure them.
18.89 to >0 pts
Unacceptable
Did not submit or did not describe the short-term goals (one year) and long-term goals (five years) for the company and did not include the appropriate way to measure them both.
/ 27 pts
Develop a competitive analysis that reviews two competitors for the company including: a rationale for the competitor selection, a description and comparison of the competitor product or service, the reputation of each competitor, and an analysis of their social media presence.
27 to >24.29 pts
Exemplary
Developed a competitive analysis that included all required components: a rationale for the selection, a description and comparison of the competitor product or service, the reputation of each competitor and a social media analysis.
24.29 to >21.59 pts
Competent
Developed a competitive analysis that included all required components, but the analysis lacked detail or scope.
21.59 to >18.89 pts
Needs Improvement
Developed a competitive analysis that included some, but not all of the required components. Analysis lacked required detail or scope.
18.89 to >0 pts
Unacceptable
Did not submit or did not develop a competitive analysis that reviews two competitors for the company.
/ 27 pts
Develop a SWOT analysis for the company’s product or service, examining at least three strengths, weaknesses, opportunities, and threats for the company.
54 to >48.58 pts
Exemplary
Developed a SWOT analysis for the company related to the product or service, including an accurate outline identifying at least three strengths, weaknesses, opportunities, and threats and a detailed written analysis with in-depth rationale.
48.58 to >43.18 pts
Competent
Developed a SWOT analysis for the company related to the product or service. Analysis is missing required components or lacks depth.
43.18 to >37.78 pts
Needs Improvement
Developed a SWOT outline for the product or service that identified at least three strengths, weaknesses, opportunities, and threats for the company, but did not complete the written analysis.
37.78 to >0 pts
Unacceptable
Did not submit or did not develop a SWOT analysis for the selected product or service, examining at least three strengths, weaknesses, opportunities, and threats for the company.
/ 54 pts
Utilize two quality resources (credible, relevant, and appropriate) and cite the resources using Strayer Writing Standards (SWS).
9 to >8.1 pts
Exemplary
Utilized the required number of resources; all are quality resources (credible, relevant, and appropriate) and cited correctly using SWS.
8.1 to >7.2 pts
Competent
Utilized the required number of resources but did not correctly cite the resources using SWS.
7.2 to >6.3 pts
Needs Improvement
Did not utilize the required number of resources, or some are not quality resources, and did not correctly cite the resources using SWS.
6.3 to >0 pts
Unacceptable
Did not utilize or cite two quality resources.
/ 9 pts
Produce writing that is clear, well-organized, and applies appropriate SWS style.
9 to >8.1 pts
Exemplary
Produced writing that is clear, well-organized, and applies appropriate SWS style with 0–2 errors.
8.1 to >7.2 pts
Competent
Produced writing that is clear, well-organized, and applies appropriate SWS stye with 3–4 errors.
7.2 to >6.3 pts
Needs Improvement
Produced writing with spelling, punctuation, and grammatical errors that are distracting in some places and/or did not apply appropriate SWS style. 5–6 errors present.
6.3 to >0 pts
Unacceptable
Produced writing with spelling, punctuation, and grammatical errors, fragments, comma splices and run-ons that distract from the message. Did not apply appropriate SWS stye. More than 6 errors present.
/ 9 pts
Total Points: 0
