Company G is a well-established firm that is highly regarded in the electronics market. Its mission statement is as follows:

COMPETENCIES

318.1.5 : Marketing Plans

The graduate can create a marketing plan.

SCENARIO

Company G is a well-established firm that is highly regarded in the electronics market. Its mission statement is as follows:

“We enable consumers to improve the quality and convenience of their lives by providing high-quality, innovative electronic solutions.”

Company G’s engineers and designers have developed a line of small appliances that the company feels can be very successful in the small-appliance market. The company feels that the current marketing plan for its products does not put them in a position to reach the profit potential for the small appliances.

Success with the new line will depend upon an accurate assessment of the market and a well-crafted, effectively implemented marketing plan that will fit the current market.

As the marketing manager, you are charged with the responsibility of developing a new marketing plan that will enable the company to reach the full profit potential of one small appliance from the new product line.

The president has suggested that you use the “clean sheet of paper” concept as you develop the plan; therefore, during the time you are creating the new plan, all details of the company’s existing electronics marketing plan are to be considered irrelevant. The intent is that current strategies, practices, etc., will be considered for relevance and possible continuance only after your new plan has been presented to and is understood by top management.

Company G’s team of engineers and designers have developed a line of top-quality small appliances, and through concept and prototype testing, they have shown that the visual design features are very appealing to potential buyers and give a distinct impression associated with quality and artistic elegance. Extensive testing has demonstrated that the new products may be the most reliable line of products in the small-appliance industry. Additionally, the team has designed a production process that is very efficient in terms of labor and production-line time and that will result in very little raw materials waste. The combination of these efficiencies and the relatively small front-end investment for this line will result in the company’s ability to produce each of the products in the line at a cost that should enable them to emerge as the lowest-cost producer in the small-appliance industry.

Company G has a low debt-to-equity ratio and a high credit rating. It enjoys excellent relationships with current suppliers, but because of differences in material requirements, new raw material suppliers will be needed to support the small appliance line. Company G will also need new suppliers for two component parts that will be purchased ready for assembly into some of the small appliances.

The credit terms Company G offers to intermediaries in their distribution channel are typical for their industry. Marketing research has shown that the company’s brand and logo are readily recognized by most categories of electronics product consumers.

REQUIREMENTS

Your submission must be your original work. No more than a combined total of 30% of the submission and no more than a 10% match to any one individual source can be directly quoted or closely paraphrased from sources, even if cited correctly. An originality report is provided when you submit your task that can be used as a guide.

You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.

Prepare a one-year marketing plan (suggested length of 5–7 single-spaced pages) using the attached “Company G One-Year Marketing Plan Template” for one of the small appliances from the new line. Carefully examine the details provided in the given Company G marketing scenario and identify the specific information that should be considered while developing the plan. Consider other information from the real world that you should incorporate as you develop the plan. Include the following sections in your plan:

A.  Product Support of Mission Statement

1.  Describe the specific appliance you have selected.

2.  Explain how the small appliance you have selected supports Company G’s mission statement provided in the scenario.

3.  Classify Company G’s proposed product using the three-way consumer product classification system.

a.  Justify the designated classification.

B.  Target Market

1.  Describe the target market for the company’s product, including twovariables related to demographic information, psychographic information, or geographic information.

C.  Analysis of Competitive Environment

1.  Analyze Company G’s competitive environment, addressing each  of the components of Porter’s Five Forces Model.

D.  SWOT Analysis

1.  Describe three of Company G’s strengths that would support the marketing of the new product.

Note: This description should address Company G’s strengths, not the strengths of the product itself.

a.  Justify your choice of each of these elements as company strengths.

b.  Identify two strengths that should be considered core competencies.

2.  Describe three of Company G’s weaknesses that would undermine the marketing of the new product.

Note: This description should address Company G’s weaknesses, not the weaknesses of the product itself.

a.  Justify your choice of each  of these elements as company weaknesses.

3.  Describe three current or potential opportunities that would support the marketing of the new product.

a.  Justify your choice of each  of these as opportunities.

4.  Describe three current or potential threats that would undermine the marketing of the new product.

a.  Justify your choice of each  of these as threats.

E.  Marketing Objectives

1.  Identify one SMART (specific, measurable, achievable, realistic, and time-bound) marketing objective for each  of the following marketing mix elements:

a.  product

b.  place

c.  price

d.  promotion

F.  Marketing Strategies and Implementation

1.  Describe three distinct strategies for each  of the following market mix elements that are appropriate for the target market and supportive of the related objective:

a.  product

b.  place

c.  price

d.  promotion

2.  Explain why this is the best collection of strategies to achieve the objectives identified in part E.

3.  Describe one implementation tactic for each  of the strategies identified in parts F1a-F1d.

a.  Include a due date and responsible party for each  implementation tactic.

G.  Monitoring Procedures

1.  Describe the specific actions that will be taken to measure the progress toward the objectives identified in the plan.

2.  Describe the frequency for each  of the actions described in part G1.
 

H.  When you use sources, include all in-text citations and references in APA format.

File Restrictions

File name may contain only letters, numbers, spaces, and these symbols: ! – _ . * ‘ ( )
File size limit: 200 MB
File types allowed: doc, docx, rtf, xls, xlsx, ppt, pptx, odt, pdf, txt, qt, mov, mpg, avi, mp3, wav, mp4, wma, flv, asf, mpeg, wmv, m4v, svg, tif, tiff, jpeg, jpg, gif, png, zip, rar, tar, 7z

RUBRIC

ARTICULATION OF RESPONSE (CLARITY, ORGANIZATION, MECHANICS):

NOT EVIDENT The candidate provides unsatisfactory articulation of response.APPROACHING COMPETENCE The candidate provides weak articulation of response.COMPETENT The candidate provides adequate articulation of response.

A1:DESCRIPTION OF APPLIANCE

NOT EVIDENT The candidate does not provide a reasonable description of the specific appliance the candidate has selected.APPROACHING COMPETENCE Not applicable. COMPETENT The candidate provides a reasonable description of the specific appliance the candidate has selected.

A2:PRODUCT SUPPORT OF MISSION STATEMENT

NOT EVIDENT The candidate does not provide a logical explanation of how the selected small appliance supports Company G’s mission statement provided in the scenario. APPROACHING COMPETENCE The candidate provides a logical explanation, with insufficient detail, of how the selected small appliance supports Company G’s mission statement provided in the scenario. COMPETENT The candidate provides a logical explanation, with sufficient detail, of how the selected small appliance supports Company G’s mission statement provided in the scenario. 

A3:PRODUCT CLASSIFICATION

NOT EVIDENT The candidate does not provide an appropriate classification of Company G’s proposed product using the three-way consumer product classification system. APPROACHING COMPETENCE Not applicable.COMPETENT The candidate provides an appropriate classification of Company G’s product using the three-way consumer product classification system. 

A3A:JUSTIFICATION OF CLASSIFICATION

NOT EVIDENT The candidate does not provide a logical justification of the designated classification.APPROACHING COMPETENCE The candidate provides a logical justification, with insufficient support, of the designated classification.COMPETENT The candidate provides a logical justification, with sufficient support, of the designated classification.

B1:DESCRIPTION OF TARGET MARKET

NOT EVIDENT The candidate does not provide a reasonable description of the target market for the company’s product, including 2 variables related to demographic information, psychographic information, or geographic information. APPROACHING COMPETENCE Not applicable.COMPETENT The candidate provides a reasonable description, with sufficient detail, of the target market for the company’s product, including 2 variables related to demographic information, psychographic information, or geographic information.

C1:ANALYSIS OF COMPETITIVE ENVIRONMENT

NOT EVIDENT The candidate does not provide a plausible analysis of Company G’s competitive environment, addressing each of the components of Porter’s Five Forces Model. APPROACHING COMPETENCE The candidate provides a plausible analysis, with insufficient detail, of Company G’s competitive environment, addressing each of the components of Porter’s Five Forces Model. COMPETENT The candidate provides a plausible analysis, with sufficient detail, of Company G’s competitive environment, addressing each of the components of Porter’s Five Forces Model. 

D1:COMPANY STRENGTHS

NOT EVIDENT The candidate does not provide a reasonable description of 3 of Company G’s strengths that would support the marketing of the new product. APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient detail, of 3 of Company G’s strengths that would support the marketing of the new product. COMPETENT The candidate provides a reasonable description, with sufficient detail, of 3 of Company G’s strengths that would support the marketing of the new product.

D1A:JUSTIFICATION OF COMPANY STRENGTHS

NOT EVIDENT The candidate does not provide a logical justification for each of the chosen company strengths.APPROACHING COMPETENCE The candidate provides a logical justification, with insufficient support, for each of the chosen company strengths. COMPETENT The candidate provides a logical justification, with sufficient support, for each of the chosen company strengths. 

D1B:STRENGTHS AS CORE COMPETENCIES

NOT EVIDENT The candidate does not identify 2 strengths that should be considered core competencies. APPROACHING COMPETENCE Not applicable.COMPETENT The candidate identifies 2 strengths that should be considered core competencies.

D2:COMPANY WEAKNESSES

NOT EVIDENT The candidate does not provide a reasonable description of 3 of Company G’s weaknesses that would undermine the marketing of the new product. APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient detail, of 3 of Company G’s weaknesses that would undermine the marketing of the new product. COMPETENT The candidate provides a reasonable description, with sufficient detail, of 3 of Company G’s weaknesses that would undermine the marketing of the new product.

D2A:JUSTIFICATION OF COMPANY WEAKNESSES

NOT EVIDENT The candidate does not provide a logical justification for each of the chosen company weaknesses. APPROACHING COMPETENCE The candidate provides a logical justification, with insufficient support, for each of the chosen company weaknesses. COMPETENT The candidate provides a logical justification, with sufficient support, for each of the chosen company weaknesses. 

D3:CURRENT OR POTENTIAL OPPORTUNITIES

NOT EVIDENT The candidate does not provide a reasonable description of 3 current or potential opportunities that would support the marketing of the new product. APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient detail, of 3 current or potential opportunities that would support the marketing of the new product. COMPETENT The candidate provides a reasonable description, with sufficient detail, of 3 current or potential opportunities that would support the marketing of the new product. 

D3A:JUSTIFICATION OF CHOSEN OPPORTUNITIES

NOT EVIDENT The candidate does not provide a logical justification for each of the chosen opportunities. APPROACHING COMPETENCE The candidate provides a logical justification, with insufficient support, for each of the chosen opportunities. COMPETENT The candidate provides a logical justification, with sufficient support, for each of the chosen opportunities.

D4:CURRENT OR POTENTIAL THREATS

NOT EVIDENT The candidate does not provide a reasonable description of 3 current or potential threats that would undermine the marketing of the new product. APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient detail, of 3 current or potential threats that would undermine the marketing of the new product. COMPETENT The candidate provides a reasonable description, with sufficient detail, of 3 current or potential threats that would undermine the marketing of the new product.

D4A:JUSTIFICATION OF CHOSEN THREATS

NOT EVIDENT The candidate does not provide a logical justification for each of the chosen threats. APPROACHING COMPETENCE The candidate provides a logical justification, with insufficient support, for each of the chosen threats. COMPETENT The candidate provides a logical justification, with sufficient support, for each of the chosen threats.

E1A:MARKETING OBJECTIVES FOR PRODUCT

NOT EVIDENT The candidate does not identify 1 SMART marketing objective for the product marketing mix element. APPROACHING COMPETENCE Not applicable.COMPETENT The candidate identifies 1 SMART marketing objective for the product marketing mix element. 

E1B:MARKETING OBJECTIVES FOR PLACE

NOT EVIDENT The candidate does not identify 1 SMART marketing objective for the place marketing mix element. APPROACHING COMPETENCE Not applicable.COMPETENT The candidate identifies 1 SMART marketing objective for the place marketing mix element. 

E1C:MARKETING OBJECTIVES FOR PRICE

NOT EVIDENT The candidate does not identify 1 SMART marketing objective for the price marketing mix element. APPROACHING COMPETENCE Not applicable.COMPETENT The candidate identifies 1 SMART marketing objective for the price marketing mix element. 

E1D:MARKETING OBJECTIVES FOR PROMOTION

NOT EVIDENT The candidate does not identify 1 SMART marketing objective for the promotion marketing mix element. APPROACHING COMPETENCE Not applicable.COMPETENT The candidate identifies 1 SMART marketing objective for the promotion marketing mix element. 

F1A:DESCRIPTION OF STRATEGIES FOR PRODUCT

NOT EVIDENT The candidate does not provide a reasonable description of 3 distinct strategies for the product market matrix element that are appropriate for the target market and supportive of the related objective.APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient support, of 3 distinct strategies for the product market matrix element that are appropriate for the target market and supportive of the related objective.COMPETENT The candidate provides a reasonable description, with sufficient support, of 3 distinct strategies for the product market matrix element that are appropriate for the target market and supportive of the related objective.

F1B:DESCRIPTION OF STRATEGIES FOR PLACE

NOT EVIDENT The candidate does not provide a reasonable description of 3 distinct strategies for the place market matrix element that are appropriate for the target market and supportive of the related objective.APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient support, of 3 distinct strategies for the place market matrix element that are appropriate for the target market and supportive of the related objective.COMPETENT The candidate provides a reasonable description, with sufficient support, of 3 distinct strategies for the place market matrix element that are appropriate for the target market and supportive of the related objective.

F1C:DESCRIPTION OF STRATEGIES FOR PRICE

NOT EVIDENT The candidate does not provide a reasonable description of 3 distinct strategies for the price market matrix element that are appropriate for the target market and supportive of the related objective.APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient support, of 3 distinct strategies for the price market matrix element that are appropriate for the target market and supportive of the related objective.COMPETENT The candidate provides a reasonable description, with sufficient support, of 3 distinct strategies for the price market matrix element that are appropriate for the target market and supportive of the related objective.

F1D:DESCRIPTION OF STRATEGIES FOR PROMOTION

NOT EVIDENT The candidate does not provide a reasonable description of 3 distinct strategies for the promotion market matrix element that are appropriate for the target market and supportive of the related objective.APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient support, of 3 distinct strategies for the promotion market matrix element that are appropriate for the target market and supportive of the related objective.COMPETENT The candidate provides a reasonable description, with sufficient support, of 3 distinct strategies for the promotion market matrix element that are appropriate for the target market and supportive of the related objective.

F2:EXPLANATION OF STRATEGIES

NOT EVIDENT The candidate does not provide a logical explanation of why this is the best collection of strategies to achieve the objectives identified in part E. APPROACHING COMPETENCE The candidate provides a logical explanation, with insufficient detail, of why this is the best collection of strategies to achieve the objectives identified in part E. COMPETENT The candidate provides a logical explanation, with sufficient detail, of why this is the best collection of strategies to achieve the objectives identified in part E. 

F3:DESCRIPTION OF IMPLEMENTATION TACTICS

NOT EVIDENT The candidate does not provide a reasonable description of 1 implementation tactic for each of the strategies identified in parts F1a–F1d.APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient detail, of 1 implementation tactic for each of the strategies identified in parts F1a–F1d.COMPETENT The candidate provides a reasonable description, with sufficient detail, of 1 implementation tactic for each of the strategies identified in parts F1a–F1d.

F3A:DUE DATE AND RESPONSIBLE PARTY

NOT EVIDENT The candidate does not include a due date and responsible party for each implementation tactic.APPROACHING COMPETENCE Not applicable. COMPETENT The candidate includes a due date and responsible party for each implementation tactic.

G1:MEASURING EFFECTIVENESS

NOT EVIDENT The candidate does not provide a reasonable description of the specific actions that will be taken to measure the progress toward the objectives identified in the plan. APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient detail, of the specific actions that will be taken to measure the progress toward the objectives identified in the plan. COMPETENT The candidate provides a reasonable description, with sufficient detail, of the specific actions that will be taken to measure the progress toward the objectives identified in the plan. 

G2:FREQUENCY OF ACTIONS

NOT EVIDENT The candidate does not provide a reasonable description of the frequency for each of the actions described in part G1. APPROACHING COMPETENCE The candidate provides a reasonable description, with insufficient detail, of the frequency for each of the actions described in part G1.COMPETENT The candidate provides a reasonable description, with sufficient detail, of the frequency for each of the actions described in part G1.

H:SOURCES

NOT EVIDENT When the candidate uses sources, the candidate does not provide in-text citations and references.APPROACHING COMPETENCE When the candidate uses sources, the candidate provides appropriate in-text citations and references with major deviations from APA style.COMPETENT When the candidate uses sources, the candidate provides appropriate in-text citations and references accurately or with only minor deviations from APA style.

SUPPORTING DOCUMENTS

Company G One-Year Marketing Plan Template .docx

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