Read:
Chapter 9: Managing the Marketing Effect, Sections 9.1 and 9.2
Watch:
-How to Use SWOT Analysis
-The Five Competitive Forces That Shape Strategy
Instructions:
This week, you will be creating components of your capstone marketing plan
assignment. You will then finish your plan in Week 5.
Using the company you selected for your marketing manager internship (Under Armour paper attached below) you will complete a situation analysis with the goal of identifying a new product or service to develop your marketing plan against.
Create a Word document of three to four pages formatted in APA Style that includes at least one scholarly, peer-reviewed, or another credible resource from the University of Arizona Global Campus library in addition to the course text.
In your paper:
-Describe the selected company and brand and a brief history.
-List the core products and services they offer.
-Identify the key current competitors.
-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.
-Describe your core product, extended product, and the product concept.
-Explain how you plan to achieve competitive differentiation through creating customer
value in the four areas listed below. Also, refer to The Five Competitive Forces That
Shape Strategy video:
-Branding
-Packaging
-Support
-Quality
Be sure to use subject headers for each of the questions asked.
Your paper needs to contain at least eight headers (i.e., introduction header, at least six headers for the six parts of the question, conclusion header)
Course Text:
White, S. (2019). Principles of marketing (2nd ed.). Bridgepoint Education.