Final Project Instructions:

You are a Chief Marketing Officer (CMO) recently hired to develop a new product line or brand extension for a companys product/brand (Note: students choose the company and brand/product). Based on the companys mission and goals, status in the market, current target market(s), and brand power, you will develop a Marketing Plan for the new product/brand extension.

This is an individual project.

The organization you choose needs to be a publicly-traded company, thus allowing you to gain access to its financial data and market performance. It cannot be a privately-owned company, nor a start-up. The new product or brand should relate to the companys mission and target market(s), or to a lucrative new market segment. The decision is yours!

The assignment includes many of the areas that are covered in the course, discussed and learned from the iBook and class discussions. This project will demonstrate the understanding and the applications of the course learning outcomes. Therefore, the content should be based on the latest marketing methods and tools available, as well as based on the iBook, which should be used as a reference for the project. This project must have a cover page (with the title you have given it, your name, course number and section, and semester and year of the course). On the second page, you will provide a Table of Contents. On page 3, you may begin with the Introduction heading and only use the required headings for the assignment.

The document should be formatted according to the latest APA standards.

The text should be:

Times New Roman, Font Size 12, Double-Spaced and 1 margins all around. Direct quotes must be appropriately cited. Bullet-points are allowed, but should comprise a small portion of the entire document. The document must be written in narrative, 3rd-Person format, free of colloquial (casual) lingo.

Tables and figures are likely to be useful for this assignment. These should be placed in the Appendix (with a title for each one) and discussed in the appropriate section. When these are discussed, reference them in the text or body of your report, e.g., See the Appendix Table (title/name). The VP for Marketing needs to know all of the facts and guidelines. A fact is more than just a number (e.g., statistic) but also a definitive/specific point, statement or information unknown to others, e.g., the VP, any reader of the report. Such facts and informational sources should include of course the organization, its retailers, competitors, current and potential customers, the Internet and other personal interviews that are applicable to determining successful market research findings and developing a market assessment and analysis report.

Outline Format

Cover Page

Table of Contents

Executive Summary

Company Description/Introduction

Strategic Plan

Mission
Goals
Core Competences/Competitive Advantage(s)
Industry Analysis

Industry Trends
Competitors Analysis
Market Analysis

Market Trends
Target Market Analysis

Demographic Profile
Psychographic Profile
SWOT Analysis

Analysis of Internal Strengths and Weaknesses
Analysis of External Opportunities and Threats
Marketing Mix Strategy

Product/Brand Strategy
Product/Brand Positioning
Points of Difference
Pricing Strategy
Promotional Mix
Integrated Marketing Communications
Distribution (Place) Strategy
Financial Data & Projections

Implementation Plan

Evaluation of Marketing Activities

Conclusion

References

Appendix Pages

Critical Assignment

At the end of this course, students should be able to formulate a Marketing Mix Strategy, and perform a SWOT analysis. Specifically, they should be able to:

Create and develop a new product strategy. (SLO 11.1, 11.6, 13.4)
Create and develop a brand positioning strategy. (SLO 11.3, 13.4)
Create a pricing strategy for the proposed new product. (SLO 11.3, 13.4)
Create a promotional mix strategy for the proposed new product. (SLO 11.3, 11.4, 13.4, 13.7)
Create a distribution strategy for the proposed new product (SLO 11.3, 13.4)
Create a digital strategy for the proposed new product. (SLO 11.4, 11.6, 13.4, 13.7)
Identify and analyze strengths and weaknesses related to the proposed new product. (SLO 11.2, 11.6)
Identify and analyze opportunities and threats related to the proposed new product. (SLO 11.2, 11.6)
Demonstrate proficient writing skills. (SLO 13.6)

If you do not have access to the IBook, I have uploaded the chapters. instead of uploading the whole book, please let me know which chapters you need, and I will upload them instantly. I will check the order consistently to provide you assistance ASAP.

please don’t hesitate to ask me any questions, at any time.