This week, you will be developing components of your capstone marketing plan assignment. You will complete a situation analysis with the goal of identifying a new product/service to develop your marketing plan against. You will also conduct an STP (Segmentation, Targeting, and Positioning) analysis to define and analyze the target market for your suggested new product/service. You will then finish your plan in Week 5. It is recommended that you review the Final Project in Week 5 to gain a better understanding of what you will be doing for the project and how this portion of the project fits in with all the other components of the project in Week 5.
Your paper should be four to six pages containing the following topics.
In your paper,
Provide a brief description of your selected company/brand. You may select a company from the list below:
Carters (children’s apparel)
Del Taco (American-style Mexican cuisine)
Great Clips (franchised hair salon)
Post-it notes brand (sticky notes manufactured by 3M company)
BECCA Cosmetics (makeups products owned by Estee Lauder)
com (travel site)
Ziplock brand (reusable, resealable zipper storage bags produced by Johnson & Son)
Metromile Insurance (car insurance)
Summarize the core products/services. Please see Summary vs. Analysis Links to an external site. for assistance.
Identify the key current competitors.
Complete a SWOT analysis
Recommend a product, a service line, or a bundle (i.e.: product and service) of both that you want to develop a marketing plan for.
This recommendation(s) must be based on the conclusion you drew from your SWOT analysis.
Explain your rationale.
Complete a SWOT based argument for why the recommended product, service line, or bundle warrants marketing investment.
Complete a Segmentation Targeting and Positioning (STP) analysis by,
Evaluating the Segmentation method and Segment(s) attractiveness.
Developing a targeting strategy.
Creating value proposition and a positioning strategy.
You must use at least scholarly and/or credible sources from the UAGC Library, in addition to the course text, that are formatted according to APA style. Please see Scholarly, Peer-Reviewed, and Other Credible Sources Links to an external site. for assistance.
Last Completed Projects
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