Company Background
Describe your selected company or brand.
Tell a brief history of the company.
Summarize the core products and services the company offers.
Identify direct current competitors.
Explain why they direct competitors.
Section 2 – SWOT Analysis (https://writingcenter.uagc.edu/swot-analysis)
Complete a SWOT analysis.
Propose the product or service line you want to develop a marketing plan for.
Justify your proposal with a SWOT-based argument for why it warrants marketing investment.
Section 3 – Macro- and Microenvironment
Analyze at least two elements from each quadrant of Table 8.1 in the course text as the microand macroenvironment factors that affect the company’s overall marketing strategy.

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Part 2 – The Marketing Plan
Section 1 – Segmentation, Targeting, and Positioning (STP)
Describe your segmentation approach for your proposed product/service.
Be sure to discuss these elements of the segmentation approach: demographic,
geographic, behavioral, and psychographic segmentation approaches.
Provide rationale for this approach.
Describe the target audiences or markets.
Create a positioning statement.
Section 2 – The Marketing Mix
Formulate the 4Ps for your proposed product/service:
Product
Describe your core product, extended product, and the product concept.
Explain how you plan to achieve competitive differentiation through creating customer
value in four areas:

1. Branding
2. Packaging
3. Support
4. Quality
   Price
   Place
   Promotion with a special focus on digital media and integrated marketing
   communications (IMC)
   Section 3 – Global and Ethical Considerations, and Conclusion
   Identify three business or sociocultural considerations in translating your marketing plan for use
   in a foreign market.
   Discuss at least one policy/philosophy or idea regarding the company’s
   corporate social responsibility (CSR),
   green marketing practices, and
   ethics and ethical marketing.