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Discussion 5 Assignment
As you are preparing for the final paper, I would like to emphasize an important element required to be included in your paper. Otherwise, -20% will be deducted:
->> USE HEADERS and subheaders in your paper. <<- For every item of the question, you need to have one header in your paper. You can also add 'Introduction' and 'Conlucusion/Summary' headers, highly encouraged. As usual, separate pages for the title page and the ref. page. Also, you should use the work you submitted for the week 2 assignment in your final paper. Make sure to review it and incorporate my feedback and anything you have learned to improve it. Please also use your research and work you submitted for your company's IMC strategy, its targeting/segmentation as well as the micro-and macro-environment analysis. The purpose was to help you think and build some parts of your marketing plan throughout the course thus far. So use them the best way you can, Final Project 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: Title of the project in bold font Space should be between the title and the rest of the information on the title page. Student’s name Name of institution (Ashford University) Course name and number Instructor’s name Due date 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. For assistance on writing Introductions & Conclusions (Links to an external site.) and 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. 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. 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. Part 1: Situational Analysis Section 1: Company Background Describe the selected company or brand. My brand is (UBER) Tell a brief history of the company. Summarize the core products and services the company has to offer. Identify direct current competitors and 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 a proposal with a SWOT based argument for why it warrants marketing investments. Section 3: MACRO and MICRO-Environment Analyze at least 2 elements from each quadrant table 8.1 as the MACRO and MICRO environment that affect the company's overall marketing strategy. Part 2: Section 1 Segmentation, Target audience, and positioning Describe your segmentation approach Be sure to discuss the elements of the segmentation approach. Provide a rationale for this approach Describe the target audience or markets Create a positioning approach Section 2:  The Marketing Mix Explain your competitive advantage strategies to compete against five industry forces. Formulate the 4P's for your proposed product/services: Describe your core product, extended product, and the product concept. Explain how you plan to achieve competitive differentiation by creating customer values in four areas: Branding, Packaging, Support, and Quality—also Price, Place, Promotion with a special focus on digital media and IMC. 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 companies: 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.   


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