Write a paper on Marketing analysis A year has now passed since the launch of Mi-ORG’s app, LEAP, which helps service members transition into the civilian workforce. Since its entry into the digital marketplace, the app has been downloaded by over 50,000 customers globally. Though the subscriiption number is higher than product forecasts predicted, the average user rating from online reviews is surprisingly low. While most users have found the app to be useful in their post-military career pursuits, there have been a number of dissatisfied customers as well.
Please develop a marketing plan based on the template below. The team will need to conduct its own external research of market competitors. I encourage all team members to leverage their personal expertise and experience in the research process. Every member brings unique insight, value, and perspective that will contribute to stronger results through thoughtful, respectful reflection. Think critically about the information, barriers, and influences. Your marketing plan will detail your strategy for the LEAP app rebrand. The results of your team’s analyses will be used in the key components of the final marketing plan, in addition to serving as your environmental scan now. As the team continues to work toward the final marketing plan, you will review the components of the marketing mix model. Experts refer to these components as the 4Ps: product, price, promotion, and place. You’ll need to apply relevant marketing principles to the specifics of LEAP and evaluate how your marketing strategy can achieve Mi-ORG’s desired outcomes. Compose financial projections for LEAP. Use the LEAP app financials to support your projections. Refer to your breakeven analysis to support your forecasting. Review the concepts of fixed costs and variable costs to prepare your analysis.
Make sure that your team is considering financial management principles (e.g., unit cost, contribution per unit, forecasted sales) and identifying effective financial approaches.
Marketing Plan Template
1. Executive Summary (Only 1 page)
1.2 Be specific and include financials
2. Environmental Scan
2.1 SWOT analysis
2.2 Porter’s Five Forces
2.3 Market trends
2.4 Consumer analysis
2.4.1 Including needs analysis
3. Strategy
3.1 Segmenting
3.2 Targeting strategy
3.3 Positioning strategy
3.4 Product and branding strategy (marketing mix)
3.5 Pricing strategy
3.6 Distribution and supply chain strategy (place)
3.7 Integrated marketing communications strategy (promotion)
4. Financial Projections
4.1 Breakeven analysis
