Assume the role of the director of marketing for an organization. You have been tasked with developing a marketing plan for the promotion of your organization’s newest product or service. Your deliverable is to create a marketing plan that includes the following parts. Your Stand-Alone Project responses should be both grammatically and mechanically correct, and formatted in the same fashion as the project itself. If there is a Part A, your response should identify a Part A, etc. In addition, you must appropriately cite all resources used in your response and document in a bibliography using APA style. (200 points) (A 10-page, double-spaced, response is required for the combination of Parts A through E.)
Part A Executive Summary: After completing your marketing plan, write a brief summary that concisely captures the essence of the plan, including your rationale. Place it on its own page as the first element of your Stand-Alone Project.
Part B Product Description: Determine the product or service that you will promote. The product may be for either the consumer or the business-to-business markets. Provide a general background and description of your proposed product or service and its associated industry. Include in your discussion, the product’s key characteristics, features and options, and benefits.
Part C Situation Analysis: Conduct a situation analysis, including a SWOT analysis. Your situation analysis should include the following components.
- Market Summary: Conduct a market analysis and provide market segmentation by determining the target consumer groups and how the target market is divided. Discuss market needs, trends, and growth. Define your target market in terms of user behavior, demographics, and lifestyle.