Instructions/Structure
– Using the same company you selected before (Amazon), you will prepare a breif
marketing plan outlining how the company will launch its new product line. Use
the numbered headings and answer the questions associated with each heading
to create your marketing plan. Make sure to apply the various marketing conecpts
and terminologies discussed in the modules within your answers (may use other
sources if needed).
– State the question number and heading with each corresponding answer. Use
headings and sub-headings.
– Clear, concise, and correct writing throughout (no spelling errors, run-on
senetence, weak paragraph development, etc.)
– APA 7th (title page, in-text ciations, reference page).
– Arial 12 points, single spaced.
Questions
1. Marketing Overivew
a) Describe the industry, market, and any trends.
b) Describe the new product or service line and the classification the product or
service will fit into. Remember, the product or service line must be new to the
company!
c) Which segmentation strategy best describes the target customer?
d) Describe pricing, distribution, and promotional strategies for your new product or
service line.
2. Positioning and Differentiation
a) Describe 2 competitors for the new product or service line that you proposed for
your selected company.
b) Identify how the company’s new product or service line will be differentiated and
positioned relative to the competiton.
3. Situational Analysis and Business Environment
Select 1 business analytical tool (eg. PESTEL, SWOT, or Porter’s 5 Forces) and use it to
describe the business enviroment for the company’s new product or service line that
you propsed.
4. Marketing Objectives
a) Explain how the new product or service line aligns with the company’s vision and misson statements.
b) Create 2 marketing objectives for your new product or service line. The marketing
objectives should be written using the SMART goal formula.
5. Controls and Measurement
Describe 4 key performance indicators (KPIs) that the company should use to
evalute the peformance of your marketing investment.
