Competitor Based Upon Multiple Mba5501 Columbia S

Competitor Based Upon Multiple Mba5501 Columbia S

Instructions

Marketing Plan: Part II

Throughout this course, you will compile a comprehensive marketing plan
using one of the product/service scenarios listed in the Unit II
assignment. (Note: You will use the same scenario throughout the course.)
This scenario will be the basis of your start-up company and will be the
catalyst for the subsequent marketing plan that you will compile. The
company that you choose to submit a marketing plan for is a fictional
start-up company (not an existing company).

This unit’s submission should consist of the items listed below.

  • Provide a segmentation and target market analysis.
    • In this section of the marketing plan, you should identify
      the four criteria useful in segmenting the
      market, and apply them to your company. Explain how
      identifying the target market is more clearly
      defined once a marketer has conducted segmentation on
      the population. Explain several target markets for
      your company using detailed explanations.
  • Include a competitive and industry analysis.
    • This section of the marketing plan should identify three
      or four competitors of your company. These can be
      direct or indirect competitors. (Note: Not all
      companies have competitors.) Differentiate each
      competitor based upon multiple criteria. Additionally,
      conduct an industry analysis by looking at the
      health of the industry in which your company resides.
      Identify whether the industry has grown or shrunk in the
      last 5–10 years. Explain why understanding the
      competitors and the health of the industry are important
      elements of the marketing plan.
  • Provide a SWOT (strengths, weaknesses, opportunities, and
    threats) analysis.

    • In this section, you will compile a SWOT analysis of your
      company. The internal strengths and weaknesses as
      well as the external opportunities and threats
      need to be identified and explained (include at
      least 2–3 elements under each area of the SWOT).
      The value proposition will be demonstrated through a
      strong showing in the strengths section of the SWOT
      analysis. Reference the SWOT analysis
      explanation in the Unit I Lesson for additional insight on
      how to compile this analysis.

Ensure you provide an introduction for this assignment that is engaging and

provides a clear background to the purpose of the assignment. The format of the

submission should be in essay format using subheadings. Use APA format.

Additionally, you need to include a minimum of five sources, three of which

must be peer-reviewed, academic sources that are no more than 5 years old.

The submission should be a minimum of three pages in length (not counting

the title and reference pages).