ASSIGNMENT | Part one – Situational Analysis

Please utilize the following Source:
White, S. (2012). Principles of marketing (2nd ed.). Bridgepoint Education, Inc.
Instructions:
Read
• Week 5 Lecture
• Chapter 9 of the course text, Principles of Marketing
• Chapter 10 of the course text, Principles of Marketing
• It is recommended you review the course text and other resources read or watched throughout this course.
Throughout this course you have explored all of the elements of a marketing plan. Now it is time to put your marketing plan together for the company you selected for your marketing manager internship.

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Part one – Situational Analysis
Section 1 – Company Background
• Describe Under Armour
• Tell a brief history of the company
• Summarize the core products and services the company offers
• Identify direct current competitors. Explain why they are direct competitors
Section 2 – 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 Micro-Environment
• Analyze at least 2 elements from each quadrant of table the 8.1 as the micro and macro-environment factors that affect the company’s overall marketing strategy
Part two – The Marketing Plan
Section 1 – Segmentation, Target Audience, and Positioning
• Describe your segmentation approach.
– Be sure to discuss these elements of the segmentation approach: [insert here]
– Provide rationale for this approach
• Describe the target audiences or markets
• Create a positioning statement
Section 2 – The Marketing Mix
• Explain your competitive advantages strategies to compete against five industry forces
• Formulate the 4 P’s for your proposed product/service:
– Product
o Describe your core product, extended product, and the product concept
o Explain how you plan to achieve competitive differentiation through creating customer value in four areas:
• Branding
• Packaging
• Support
• Quality
– Price
– Place
– Promotion with a special focus on digital media and IMC.

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Section 3 – Success Metrics, 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
– Ethics and Ethical Marketing
• Conclude with a summary of your plan and why it deserves to be funded
Tips:
• Use your week 2 assignment and make sure you incorporate your instructor’s feedback and have improved your previously submitted work for Part 1 and Part 2, Section 2 (Product).
• Use the information you researched and analyzed in the week 4 video presentation to complete Part 1, Section 3.
• Spend considerable time completing Part 2, The Marketing Plan; this is the essence of your plan.
Formatting Requirements
The Marketing Plan final project paper
• Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.)resource.
• Must include a separate title page and slide with the following:
o Title of project in bold font

 Space should be between title and the rest of the information on the title page.
o Student’s name
o Name of institution (Ashford University)
o Course name and number
o Instructor’s name
o Due date

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• Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
• Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
o For assistance on writing Introductions & Conclusions (Links to an external site.) as well as Writing a Thesis Statement (Links to an external site.), refer to the Writing Center resources.
• Must use at least four scholarly or credible sources in addition to the course text.
o The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.

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o To assist you in completing the research required for this assignment, view this Ashford University Library Quick ‘n’ Dirty (Links to an external site.) tutorial, which introduces the Ashford University Library and the research process, and provides some library search tips.
• Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.) guide.
Carefully review the Grading Rubric (Links to an external site.) for the criteria that will be used to evaluate your assignment.

SAMPLE SOLUTION

Part one – Situational Analysis

Under Armour is a US-based company that designs, manufactures, markets, and distributes clothing and accessories varieties utilizing artificial microfiber products in the United States and worldwide. Kevin Plank, a former University of Maryland special team’s football captain, established the ORDER YOUR PAPER AT WRITTASK.COM products for women, youth, and men ORDER YOUR PAPER AT WRITTASK.COM across the sporting goods, active lifestyle, and outdoor domains. The products come in three types of fitting: fitted or athletic cut, loose or relaxed, connecting fitness, and compression or tight-fitting for professional baseball, football, soccer, hockey players, and ORDER YOUR PAPER AT WRITTASK.COM also provides sweats, T-shirts, performance gloves, socks, baseball gloves, cleats, and football gloves, among others, and goods for outdoor activities like fishing, mountain ORDER YOUR PAPER AT WRITTASK.COM segmentation includes Canada and the US; the Middle East, Europe, Africa, Latin America, and Asia-Pacific. Athletes and clients with active lifestyles at all levels wear the company’s products worldwide. Under Armour’s product innovation differentiates its products from other competitors, rising to the top level of the sports clothing apparel. The company officially supplies footwear to MLB and NFL and collaborates ORDER YOUR PAPER AT WRITTASK.COM endorses its products through high performers in basketball, football, baseball, and soccer. Under Armour is currently adding technology to sports clothing to aid consumers in tracking their fitness. The company has a significant online presence through catalog sales…