+1(978)310-4246 credencewriters@gmail.com
  

This assessment is the start of your Strategic Marketing Plan that will be used throughout the course.

Select

an actual company to use for this project.

Note:

It will be to your benefit to select a company whose company information is easily accessible. While you will base your plan on the actual company, there may be parts of this assignment that will require you to use your knowledge and resources to make an informed plan.

Complete

Part A of the

Strategic Marketing Plan

.

1. Company Description
Accomplished
Description for each element was thorough, complete, and detailed.
Emerging
Description for each element was mostly complete and detailed.
Beginning
Description for each element was somewhat complete and detailed.
Not Evident
No attempt to provide a company description was made.
2. Environmental Analysis
undefined% of total grade
Accomplished
Environmental analysis was complete and included thorough, creative, and innovative analysis of all
relevant elements for the selected company and fully reflects critical research of both the company and
industry.
Environmental analysis was mostly complete and included thorough analysis of most elements for the
selected company and mostly reflects critical research of both the company and industry.
Beginning
Environmental analysis was somewhat complete, included narrow analysis of some elements for the
selected company, and somewhat reflects critical research of both the company and industry.
Not Evident
No attempt at an environmental analysis was made.
3. Current Target Markets
undefined% of total grade
Accomplished
Current target markets were thoroughly and creatively defined and descriptions of the demographic,
geographic, psychographic, and product usage of these targets were thorough and insightful.
Emerging
Current target markets were thoroughly defined and descriptions of the demographic, geographic,
psychographic, and product usage of these targets were thorough.
Beginning
Current target markets were narrowly defined and descriptions of the demographic, geographic,
psychographic, and product usage of these targets were minimal.
Not Evident
No attempt to define current target markets, describe the demographic, geographic, psychographic, and
product usage of these targets was made.
4. Review Current Marketing
undefined% of total grade
Accomplished
Review of current marketing was thorough and insightful. The summary of how product information is
obtained, the buying process, and assumptions for marketing spending was fully complete, detailed, and
insightful.
Emerging
Review of current marketing was thorough. The summary of how product information is obtained, the
buying process, and assumptions for marketing spending was mostly complete and detailed.
Beginning
Review of current marketing was narrow. The summary of how product information is obtained, the
buying process, and assumptions for marketing spending was somewhat complete and detailed.
Not Evident
No attempt to review current marketing and summary of how product information is obtained, the
buying process, and assumptions for marketing spending was made.
5. SWOT Analysis
undefined% of total grade
Accomplished
Assessment of the company’s strengths, weaknesses, threats, and opportunities was thorough and
insightful, SWOT thoroughly and creatively evaluated how to address these in the marketing plan, and
ways to convert weaknesses and threats to strengths and strengths to opportunities was thorough and
innovative.
Emerging
Assessment of the company’s strengths, weaknesses, threats, and opportunities was thorough, and
SWOT thoroughly evaluated how to address these in the marketing plan, and ways to convert weakness
and threats to strengths and strengths to opportunities was thorough.
Beginning
Assessment of the company’s strengths, weaknesses, threats, and opportunities was narrow, and SWOT
narrowly evaluated how to address these in the marketing plan, and ways to convert weakness and
threats to strengths and strengths to opportunities was narrow.
Not Evident
No attempt to assess the company’s strengths, weaknesses, threats, and opportunities was made.
6. Marketing Objectives
undefined% of total grade
Accomplished
Marketing objectives were fully based on results of the SWOT analysis, fully aligned with the company’s
objectives, included date for completion of the objective, and the description of metrics to measure
success was thorough and insightful.
Emerging
Marketing objectives were mostly based on results of the SWOT analysis, mostly aligned with company’s
objectives, included date for completion of objective, and the description of metrics to measure success
was thorough.
Beginning
Marketing objectives were somewhat based on results of the SWOT analysis, somewhat aligned with
company’s objective, included date for completion of objectives, and the description of metrics to
measure success was narrow.
Not Evident
No attempt to establish marketing objectives based on results of the SWOT analysis was mad
7. Written Communication
undefined% of total grade
Accomplished
Accuracy in grammar, sentence structures, sentence boundaries, and word choice enhanced content.
Emerging
Rare inaccuracies/errors in grammar, sentence structures, sentence boundaries, and word choice did
not detract from the content.
Beginning
Occasional inaccuracies/errors in grammar, sentence structures, sentence boundaries, and word choice
detracted from the content.
Not Evident
Frequent inaccuracies/errors in grammar, sentence structures, sentence boundaries, and word choice
detracted from the content.
MKT/574 v1
Strategic Marketing Plan
Part A: Environmental Analysis and SWOT Analysis
(Due in Wk 2)
Company Description
Describe the company you are designing the plan for. Include:
•
•
•
•
Mission Statement
Vision Statement
Product line description
Company information, such as the size of the company
Environmental Analysis
Analyze the forces that affect the company and marketing efforts.
Competitive Forces
Analyze the company’s key competitors. You may choose to use a BCG Matrix or attribute checklist to
compare your company against its competitors. Describe any strategic moves the competition has
recently made. Estimate your market share. Identify key competitive advantages against your
competitors.
Economic Forces
Analyze the economic environment in the areas affecting your business. Consider differences within your
industry and the economic impact on suppliers.
Political Forces
Analyze relevant political forces. Examples may include an election year or a law to drastically reduce or
eliminate plastic waste in your county.
Legal, Regulatory, and Ethical Issues
Analyze the legal, regulatory, and ethical issues that may affect your business. Considerations may
include local laws such as a ban on the use of plastic bags, the ability to post billboards, or a possible
increased regulation on direct mail.
Copyright 2020 by University of Phoenix. All rights reserved.
Strategic Marketing Plan
MKT/574 v1
Page 2 of 7
Technological Forces
Analyze whether your company will be affected by emerging technologies or trends in hardware and
software industries
Social Forces
Analyze social trends and how they may affect your business. Considerations may include if your
business will be affected by demographic trends, a growing dependence on computers, or whether
interest in your product might be affected by growing preferences in the way things are done or changing
social values.
Current Target Markets
Define the company’s current target markets. Describe the demographic, geographic, psychographic,
and product usage of these targets.
Review Current Marketing
Review the company’s current marketing tactics. Consider how people find out about the product, how
they get information about the product or service, what might be involved in the buying process, and what
money is available for marketing. If your company is a start-up, describe your competitors’ current
marketing.
SWOT Analysis
Assess your company’s strengths, weaknesses, threats, opportunities, and then evaluate how to address
these in your marketing plan.
Strengths
Assess your company’s competitive advantage. Consider core competencies, assets, location, practices,
etc. that are distinct in the way the organization meets the needs of its customers.
Weaknesses
Assess what limits the company may have in its current marketing strategy. Consider if there is a
company weakness that needs to be addressed through Public Relations or Marketing.
Opportunities
Assess the opportunities you see based on trends or environmental conditions.
Threats
Assess the threats or limitations that may interfere with the company’s ability to meet its objectives or
interfere with marketing plans.
Copyright 2020 by University of Phoenix. All rights reserved.
Strategic Marketing Plan
MKT/574 v1
Page 3 of 7
Strengths to Opportunities & Converting Weaknesses and Threats
Convert weaknesses and threats to strengths, then strengths to opportunities in the marketing plan.
Consider the implications for addressing supplier relationships, implementing new technologies, or
changing the product line or addressing new markets.
Marketing Objectives
Establish marketing objectives based on the results from the SWOT analysis. Marketing objectives must
align with corporate objectives, modified by the company’s resources. Objectives should include a date
for the completion of the objective and the way in which success will be measured. For example: The
company will expand its marketing efforts to include a new market segment of 21- to 29-year-olds. This
will entail the development of a customized product by June 2020 that will address the specific
psychographic and technological needs of this age group. This strategy is expected to attain a 20%
growth in overall sales by January 2020. Customer loyalty (willingness to recommend the product) will
increase by 30%.
Part B: Marketing Data Analysis
(Due in Wk 4)
Internal Data
Evaluate internal sources of information available to you inside the organization and what information you
will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed.
Source
Example: Sales data
What it Measures
Monthly sales by
specific product
Data
Potential Usage
Average sales that
month in US dollars for
each of 10 products.
Data can be segmented
by business and
consumer markets.
Can be used for
trend analysis,
projections, and to
measure
effectiveness of
promotions.
Copyright 2020 by University of Phoenix. All rights reserved.
Strategic Marketing Plan
MKT/574 v1
Page 4 of 7
Secondary Data
Evaluate secondary data sources and the specific information you need from each source. Insert or
remove rows as needed.
Source
What it Measures
Data
Example: U.S. Census
Bureau
Income over the last 4
years by family
structure
Household structures
with the highest income
capacity
Potential Usage
Market Share
Analysis
Customer Segments
Primary Data
Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as
needed.
Source
What it Measures
Example: Focus group
Product usage,
motives, identify group
level satisfaction,
decision process, etc.
Data
Qualitative
Copyright 2020 by University of Phoenix. All rights reserved.
Potential Usage
Identify different
reactions of market
segments to
product. Identify
marketing
opportunities,
product/service
flaws and
opportunities
Strategic Marketing Plan
MKT/574 v1
Page 5 of 7
Source
What it Measures
Data
Potential Usage
Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention,
and profitability. Insert or remove rows as needed.
CRM Touchpoint
Purpose & CRM
Objective
Data
Potential Data
Usage
Example: Customer
profile information on
website
Starts the account for
visitors: name,
geography, email
address (Customer
acquisition)
Presale: geographic
location; customer id,
source of reference
Track new and
returning customer
counts, total period
purchases by
customer ID,
geographic sales
data. Can be used
for loyalty rewards,
retention, and
targeted marketing.
Email address
Post sales: address,
product purchased,
quantity, price.
Part C: Market Strategy, Marketing Channels,
Implementation, and Monitoring
(Due in Wk 6)
New Customer Segments
Determine any new customer segments for your strategy and describe how you will provide value to
each segment.
Copyright 2020 by University of Phoenix. All rights reserved.
Strategic Marketing Plan
MKT/574 v1
Page 6 of 7
Marketing Mix for New Customer Segments
Determine adaptions for each new customer segment.
•
•
•
•
•
Products
Price
Distribution
Traditional Promotion
Online Promotion
Marketing Implementation
Create the implementation for your marketing plan. Describe how you will organize and implement the
plan, such as whether it will be organized by market, geography, and who is responsible for marketing
decisions.
Marketing Communication Channels
Evaluate the marketing communication channels you will use to reach selected audiences. Include
Internet and traditional communication channels to convey key messages. Describe the advantages and
disadvantages of each channel you select. Insert or remove rows as needed.
Channel
Example: Direct mail
Target Market
Middle class
residential
Advantages
Disadvantages
Can include coupons
Expense and low
return rate for given
product
Strategic Actions
Develop specific activities required to implement the marketing plan. Identify the person or role who will
be responsible for each action, when it will be complete, and what standard or metric indicate that the
activity is complete. Insert or remove rows as needed.
Copyright 2020 by University of Phoenix. All rights reserved.
Strategic Marketing Plan
MKT/574 v1
Page 7 of 7
Action
Example: Design flyer
for direct mail
campaign
Date for Completion
1/1/2021
Person/Role
Responsible
Standard/Metric
J. Smith, graphic
designer
Approval by senior
marketing team and
legal
Monitoring
Develop the measurement to identify how you know you have been successful for each strategic action.
Specify the measures to track performance against goals. Identify standard reports from your online and
traditional marketing efforts. Insert or remove rows as needed.
Action
Example: Direct mail
flyer
Target
1100 new inquiries
Person Responsible
Western regional
manager
Copyright 2020 by University of Phoenix. All rights reserved.
Inter-measurement
500 new inquiries first
month of campaign

Purchase answer to see full
attachment

  
error: Content is protected !!