Description
My parts are 1-3
My brand Nintendo Switch
Competitor Sony PS
Attached details only do part 1-3 and the Rubric is at the bottom.
Sources needed from the databases 2 provided at the top of the attachment also, and 3-4 other normal sources.
Any questions let me know anytime
Marketing Plan Deliverable 1
Deliverable 1 Instructions
Watch GMU Database video tutorials to learn how to use industry and company databases such as Mergent,
Staistita, IBISWorld, Mintel and Factiva.
Begin by pointing to https://youtu.be/sg2O4kOjI8I and click on the video to learn how to conduct an industry
analysis.
Next, point to https://youtu.be/d6YK0wcRhTA to learn how to conduct a company analysis.
(Use the library Business research Guide for further assistance.)
Follow the directions in each row and cell to populate the cells of this document, first by reading the text in
red font and replacing the red font guidance with your responses in black font.
Keep your responses to the space provided.
Industry and Brand Analysis
Item*
Your Brand Here
Key Competitor Here
1. Sales ($). Use the
most recent data
available.
Use this space to post ONLY
$ with cite # for example,
$22.5 B17 where $22.5B is the sales
of your brand and 17 is the 7th
citation in your references page,
etc. for each cell in items 1 – 3
$ here with cite #. Follow format
guidance in row 1, column 2
2. Market Share (%).
Report the latest
data.
List % here with cite #. Follow
format guidance in row 1, column 2
% here with cite #. Follow format
guidance in row 1, column 2
3. List two consumer trends in the Industry with citation format stated in row 1, above.
Limit 10 words per trend.
Consumer Trend 1 – List here, one key example in how consumers’ preferences and behaviors are
changing in your industry. For example, consumers are purchasing more local and store brands and
less national and manufacturer brands (n), where (n) is the citation for your example.
Consumer Trend 2– List here, one key example in how consumers’ preferences and behaviors are
changing in your industry. For example, consumers are purchasing more local and store brands and
less national and manufacturer brands(n), where (n) is the citation number for your example.
Brand and Competitor Analysis
Item
4. Customer Excellence. (see
pp. 30 – 35). Measured by
quantitative satisfaction, e.g.,
https://www.theacsi.org/newsand-resources/customersatisfaction-reports/reports2018
5. Operational Excellence.
(see pp. 30 – 35). Measured
by % sales of costs or profit
margins.
List Your Brand Here
List Key Competitor Here
List customer satisfaction
number or overall reviews
and cite # here. Follow
format guidance in row 1,
column 2.
List customer satisfaction
number or overall reviews and
cite # here. Follow format
guidance in row 1, column 2.
List % sales of costs or
profits. Follow format
guidance in row 1, column 2.
List % sales of costs or profit.
Follow format guidance in row
1, column 2.
6. Product Excellence. (see pp.
30 – 35). Measured by user
reviews or third-party ratings
such as Consumer Reports or JD
Powers.
7. Locational Excellence. (see
pp. 30 – 35). Measured by
how easy is doing business
with the brand? Measured by
number of retail outlets, ecomm effectiveness, website
navigation and user apps.
8. Value Proposition: (see pp.
286 – 291 and Ex 9.9). State
the unique benefit possessed
by the product or service.
List 3rd party rating #. Follow
format guidance in row 1,
column 2.
List 3rd party rating #. Follow
format guidance in row 1,
column 2.
List number of brick and
mortar or website/app
rating. Follow format
guidance in row 1, column 2.
List number of brick and
mortar or website/app rating
and Cite #. Follow format
guidance in row 1, column 2.
List the unique benefit
possessed by the product or
service. For example, Bounty
is the Quicker-Picker-Upper.
Simple, memorable and what
the brand does best. Follow
List the unique benefit possessed
by the competitor. For example,
Bounty is the Quicker-PickerUpper. Simple, memorable and
what the brand does best.
format guidance in row 1,
column 2.
Follow format guidance in row
1, Your Brand
9. Key Strengths. State the
characteristics most
customers like most about
the brand, based on user
reviews.
List the 2 most typical
positive reviews. Follow
format guidance in row 1,
column 2.
List the 2 most typical positive
reviews and cite #. Follow
format guidance in row 1,
column 2.
10. Key Weakness. State the
characteristics most
customers dislike most
about the brand, based on
user reviews.
List the 2 most typical
negative reviews and cite #.
Follow format guidance in
row 1, column 2.
List the 2 most typical
negative reviews and cite #.
Follow format guidance in row
1, column 2.
Buyer Segmentation and Key Issue Facing your Brand
Your Buyer Segment (key
customer) Items
11. Segment Description
List Your Buyer Segment Name Here
List Below Characteristics of the Most Important Buyer Segment
a. All responses in item 11 must include specific quantitative descriptions
a. demographic (age, etc.)
b. geographic (location)
c. lifestyle (activities, interests
and opinions)
b.
c.
d. benefit (1 -2 key performance
features the buyer segment
wants)
d.
e. behavioral (most typical way
the buyer segment uses the
brand)
e.
12. Central marketing situation
facing your brand. Select one
item from 1-11, that is the ONE
greatest challenge for your
brand. Use this statement to
guide your recommendations in
Deliverable 2
In this cell, SELECT ONE ROW FROM THIS TEMPLATE THAT IS THE ONE KEY
ISSUE FACING YOUR BRAND.
•
List the 1-2 NUMBERS (1 – 11) that are the key issues for your
brand and explain in 1-2 sentences each.
References and Resources* **
Alphabetize and number (1 – n) all citations here. Make sure the numbers are populated with the item they
source, for example
1
2
3
4
5
6
7 Alphabetic source here. Brand X sales 2019 are $22.5B.
8
N
*Note, minimum of 3 citations must be from GMU database tutorial, such as IBIS World, Factiva, Mintel,
Mergent, Statista, etc.
**Uncited works of others is a violation of the GMU Honor Code and will receive a grade of zero for that
section for everyone on the team.
Marketing Plan Deliverable 1
Deliverable 1 Instructions
Use industry and company databases such as Mergent, Staistita, IBISWorld, Mintel and Factiva.
Begin by pointing to https://youtu.be/sg2O4kOjI8I and click on the video to learn how to conduct an
industry analysis.
Next, point to https://youtu.be/d6YK0wcRhTA to learn how to conduct a company analysis.
Follow the directions in each row and cell to populate the cells of this document, first by reading the
text in red font and replacing the red font guidance with your responses in black font.
Keep your responses to the space provided.
Industry and Brand Analysis
Item*
In-N-Out
Shake Shack
1. Sales ($). Use the
most recent data
available.
(tahsin)
Use this space to post ONLY
$ here with cite #. Follow
$ with cite # for example,
format guidance in row 1,
$22.5 B where $22.5B is the sales of your
column 2
brand and 17 is the 7 citation in your
references page, etc. for each cell in items 1 3
2. Market Share
(%). Report the latest
data.
(Tahsin)
List % here with cite #. Follow format
guidance in row 1, column 2
17
th
% here with cite #. Follow
format guidance in row 1,
column 2
3. List two consumer trends in the Industry with citation format stated in row 1, above.
Limit 10 words per trend.
Consumer Trend 1 – List here, one key example in how consumers’ preferences and behaviors are
changing in your industry. For example, consumers are purchasing more local and store brands and less
national and manufacturer brands (11), where (11) is the citation for your example.
Consumer Trend 2– List here, one key example in how consumers’ preferences and behaviors are
changing in your industry. For example, consumers are purchasing more local and store brands and less
national and manufacturer brands (11), where (11) is the citation for your example.
Rubric
Overall Rubric
Well written marketing plans display clear understanding of the brand’s ability to create value,
capture value deliver value and communicate value for targeted constituencies. It also shows
fundamental understanding of the brand’s industry and its competition through the use of the
propriety databases available through the university’s online resources.
A superior plan also provides recommendations that are consistent with the team’s situation
analysis, the trends in the brand’s industry and the central marketing concerns the brand faces.
A well written plan shows superior understanding of the value keys buyers’ use for the brand
and the customers’ satisfaction levels using online research and buyer reviews. Marketing
plans that solely rely on current company activities as the team’s own recommendations will
receive a grade of average (C) for the project.
Point Award Rubric
Each line item of each written assignment will be graded on a 100-point scale (see below).
The team grade for each written assignment will be the average of the line item grades.
95 – 100 points. Exceptional development of the line item issue. Exceptional understanding of
analysis and recommendations to protect and grow the brand, demonstrated understanding
and explanation of them, and thoughtful and creative ways of taking action to correct or
augment them. Exceptional understanding of marketing principles and recommendations for
all the concepts included on the page. Very strong evidence is provided that shows the team
understands the brand, the competition and the industry. Recommendations show very deep
understanding of the brand and the marketing plan item at hand and what should be done
about it. Papers receiving this level of points use 20 or more sources.
Analysis and action recommendations show superior consistency with other elements of the
plan, to include mission, industry trends, why people purchase and reject the brand, relevant
market segmentation, appropriate objectives, understanding of the category of the offering
(convenience good, shopping good, service, etc,), relevant product life cycle stage analysis, and
pricing, distribution and promotion strategy. Papers will provide superior evidence-driven
industry analysis, SWOT analysis, positioning map, product life cycle analysis, comparative
pricing data, and promotion analysis that demonstrate exceptional understanding and critical
insight into that factors influencing the success of the brand. Thorough integration,
understanding and application of the real-world marketing models and examples used in the
presentation of this course. Assurance of learning level: High Competence.
Deliverable 1
Name Brand
Name Competitor
Sales ($) A
Sales ($) B
Consumer Trend 1
Consumer Trend 2
Points
1
1
1
1
4
4
Missing or Not?
Missing or Not?
One number with citation
One number with citation
One trend with citation
One trend with citation
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