Assignment 2: Part B: Your Marketing Plan

Using the same hypothetical company from Assignment 1, for this assignment, you will focus on the company’s branding strategy, primary and secondary target markets, positioning statement, and consumer behavior.

Note: You should create and/or make all the necessary assumptions needed for the completion of this assignment.


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Create the second part of your marketing plan:

Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to improve your plan.
Develop a branding strategy for your product/service that covers the brand name, logo, slogan, and at least one brand extension.
Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.
Prepare a positioning statement. Include a perceptual map that shows your company\’s position against its competitors. From this map, create a statement that depicts your position.
Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.
Use at least three academic resources as quantitative marketing research to determine the feasibility of your product/service. These resources should be industry-specific and relate to your chosen product/service.
Note: Wikipedia and other similar Websites do not qualify as academic resources.


Your assignment must follow these formatting requirements:

Be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student\’s name, the professor\’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length of 8 – 12 pages.
The specific course learning outcomes associated with this assignment are:


1. Analyze marketing environments and strategies used to strengthen product or service positioning.

(c.) Examine the marketing science of customer behavior and products in the marketing exchange process.

2. Evaluate the marketing strategies used to create/communicate customer value.

a. Analyze the marketing framework through a situation analysis.

b. Evaluate target customer segments and positioning products within these segments.

c. Evaluate the basis for market segmentation and approaches to segmentation.

3. Create an effective marketing plan.

a. Develop recommendations based on market analysis and strategy.

b. Develop strategies to assess performance and achieve marketing goals.

c. Develop dynamic strategies for competing.

d. Develop branding strategies for existing and new products or services.

Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing skills, using the following rubric found here.

Please see feedback to address/list in #1 of the instructions from part A on the last page of the attached file. The attached file is PART A.


Feedback Received from Part One

The feedback I received from the first part was PLACE YOUR ORDER NOW AT | to get grade A with the class instructor praising the part of my marketing plan as being comprehensive with clear adherence to PLACE YOUR ORDER NOW AT | rubric given for the assignment. Starting with the introduction, it was properly done because the introduction to the company clearly defined the physical location. Other positive feedback came from the environment analysis, where all the elements had been adhered to. The class instructor explained that I was thorough and provided an in-depth analysis of the environmental factors. Other positive feedback came from the SWOT analysis, which presented how best my hypothetical company will compete in PLACE YOUR ORDER NOW AT |strengths and weaknesses were well defined as they were internal; hence easy for me to control. Furthermore, the threats and opportunities were derived from the analysis of the environment. The last positive review that I received was regarding references and citations, which followed the APA style, and the references were academic and peer-reviewed, as stipulated in the instructions.  For the mission statement, even though the review indicated that it was good, the class instructor felt the need for more rationale to be given. More so, out of the five questions in the mission statement, only four had been addressed. The class instructor also felt that the purpose of the statement to customers was not well conveyed. Other than the mission statement, the goals and the measurements developed were not provided in detail. For the next part of the marketing plan, I will ensure I build on the positive reviews to make the next part even better. I will ensure I also communicate the objectives…


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