Paper, Order, or Assignment Requirements
executive summary should be in 200 words, why essay 2500 words .
You are required to develop and submit a marketing plan of 2500 words (not including: title page, table of contents, executive summary, references and appendices) by the submission deadline for a new product of company of your choice. Within this report you need to apply your marketing knowledge to:-
Chose a market as a subject for your assignment.
Very briefly evaluate your chosen market.
Develop a new product for your company to enter this market, decide and describe:
How you will segment the market? Why?
Which segment you will be targeting? Why?
How you will position your product versus the competition within your chosen segment? Why?
Develop a marketing strategy for the new product highlighting all the needed details of the product marketing mix (4 P’s / 7 P’s).
You will be expected to demonstrate a detailed understanding of marketing issues such as branding, relationship building and promoting and be able to demonstrate how these principles can be applied within your marketing plan.
Useful Websites and papers:
Gamble, J., & Gilmore, A. (2013). A New Era of Consumer Marketing? An application of Co-creational marketing in the Music Industry. European Journal of Marketing, 47(11/12), 5-5.
Kurt, D., & Hulland, J. (2013). Aggressive Marketing Strategy Following Equity Offerings and Firm Value: The Role of Relative Strategic Flexibility. Journal of Marketing, (ja), 1-54.
Bezawada, R., & Pauwels, K. (2013). What Is Special About Marketing Organic Products? How Organic Assortment, Price, and Promotions Drive Retailer Performance. Journal of Marketing, 77(1), 31-51.
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: do firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170.
Mintz, O., & Currim, I. S. (2013). What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?. Journal of Marketing, 77(2), 17-40.
Jafari, A. (2013). The Principles of Islamic Marketing by Baker Ahmad Alserhan. 2011. Gower Publishing Limited: Surrey (UK). 204 pages. ISBN 978-0566089220. European Journal of Marketing, 47(10), 11-11.
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-160.
Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2013). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 1-21.