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).